CHALLENGE. Zero budget to promote “the Lost World Cup”, mockumentary about the 1942 World Cup which never took place because of World War II.
STRATEGY. We artificially generated the news to start debating the championship’s existence. To avoid being uncovered, we set the news far, geographically and culturally. During a Japanese quiz show, Katsuro Matsuda loses 100 million yen.
Question: “Where did the 1942 World Cup take place? Answer: “Patagonia”.
Wrong! The anchorwoman stated the championship never took place, provoking Katsuro’s protest.
RESULTS. More than 200,000 views in ten days. Movie sold to RAI in Italy, and many other Countries.
We wanted our message heard by the one man the whole world listens to, and guess what, he listened. See the final results of the Come Home Droga campaign here or experience it for yourself at comehomedroga.com.au
Advertising Agency: RMIT University, Melbourne, Australia
Creative: Shannon Crowe, Millicent Malcolm, Luke Falkland-Brown, Jackson Harper
This campaign was launched in an attempt to change the Norwegian law on sexual assault and rape. And it succeeded – the law is now about to change, as a direct consequence of the campaign.
Advertising Agency: TRY/Apt, Oslo, Norway
Art Directors: Egil Pay, Sara Hødnebø, Caroline Ekrem
Copywriters: Lars Joachim Grimstad, Sebastian Prestø, Anders Holm
Key Account Manager: Lars Mitlid
Project manager: Marte Heiersted
Production company: One Big Happy Family
Director: Hans Petter Moland
Leo Burnett Colombia created “Cancer Tweets” for the Colombia’s League against Cancer to raise awareness about the importance of addressing the signs our bodies give us. The prevention campaign created awareness on Twitter so people could feel the silent way in which cancer acts and how easy it is to ignore it.
Seven accounts for the most lethal cancer types (breast, colon, prostate, cervical, lung and stomach) were opened on Twitter. The virtual cancers followed thousands of common people and sent subtle messages that were initially ignored, but as time passed, the cancer grew stronger and got tougher. Those who detected the messages early were able to control it and the virtual cancer stopped following them. But those who ignored the messages received final awareness advisories about how ignoring the symptoms could result in the progression towards terminal stages of cancer.
The act reached millions of people and got the entire country talking about cancer awareness. More than 9,733 social media users and even political leaders like Barack Obama suffered a virtual cancer.
Using the #CancerTweets hashtag, the campaign raised awareness about the importance of early detection because the best way to control cancer is to stop ignoring it.
Advertising Agency: Leo Burnett, Bogota, Colombia
Global Chief Creative Officer: Mark Tutssel
Executive Creative Director: Fernando Hernández, Mauricio Sarmiento
Creative Director: Carlos Oviedo, Alexis Ospina, Rafael Reina
Managing Director: Fernando Hernández, Mauricio Sarmiento
Account Director: Natalia Valencia
Art Director: Rafael Reina, Andres Lopez
Copywriter: Andrés Salamanca, Alexis Ospina
Advertising Agency: Agencia Africa, Brazil
Chief Creative Officer: Sergio Gordilho
Creative Directors: Sergio Gordilho, Aricio Fortes, Paulo Coelho
Copywriters: Aricio Fortes, Rodrigo Da Mata
Art Directors: Paulo Coelho, Rafael Gil, Iron Brito
Planning: Ana Cortat
Client Services: Marcio Santoro, Cecilia Duarte, Manuela Ramalho, Marina Damato
Media: Luiz Fernando Vieira, Evandro Soares
Digital Strategy: FHits, UQBAR
Advertising School: Miami Ad School Europe, Berlin, germany
Art Director: Hugo Gstrein
Copywriter: Patrick Tamisiea
Tutors: Fedja Kehl, Niklas Frings-Rupp
Company: Gitam BBDO, Tel-Aviv, Israel
Client: Israeli Rett Foundation
Executive Creative Director: Danny Yakobowitch
Creative Director: Moshe Saikevich
Creative Planning Director: Ran Allon
Copywriter: Saar Ben Yoav
Art Director: Evgeni Zlatopolsky
V.P. Client Services: Elika Merhavi
Account Supervisor: Asaf Vishkin
Account Manager: Sara Avraham
Executive Digital Manager: Guy Poreh
Digital Client Manager: Amit Gurevich
Digital Project Manager: Amichay Katan
Planning Manager: Lili Aharon
Digital Studio Manager: Karin Mazor
A special action has been surprising those looking for the off-road Tiguan, from Volkswagen, on the internet: a release published on several portals, Facebook and the brand’s institutional sites informs everyone that the car ran away from its own site to travel the world. The announcement takes the users to the Tiguan site, which was replaced by a fake Error 404 page (http://tiguan.vw.com.br/eng/) saying that the car took off to enjoy life and that to find it you have to click “search.” When doing that, the person is directed to the Pinterest social network where he/she will see all the model photos published on the web around the world: http://pinterest.com/search/pins/?q=Tiguan+vw
Created by AlmapBBDO, the “Not Found” action reinforces Volkswagen off-road model concept, the SUV with a high level of safety, comfort and drivability. The fake page will replace the information about the Tiguan and its image on Volkswagen’s institutional site, the VW portal Premium site, the brand’s Brand Channel and even the model’s page. In it, the phrase “If you want to enjoy life with it, click here” will take the user to a map of Brazil where he/she can locate the closest dealership to find the Volkswagen Tiguan.
Advertising Agency: AlmapBBDO, Sao Paulo, Brazil
General Creative Director: Luiz Sanches
Digital Creation Director: Luciana Haguiara and Sandro Rosa
Art Director: Sascha Piltz, Sandro Rosa
Copywriter: Pedro Cavalcanti
Digital Production Director: Fernando Boniotti
Programmer: Thalles Freitas
Digital Producer: ON Interactive
Account Executive: Gustavo Burnier, Filipe Bartholomeu, Thiago Godoy, Aline Padovani and Vanessa Silva
Media: Paulo Camossa, Brian Crotty, Fábio Urbanas, Kauê Lara Cury, Raphael Vignola, Larissa Andrade
Advertising Agency: Grey, Milan, Italy
Associate Creative Directors: Francesco Fallisi, Simona Angioni
Art Directors: Alice Pozzi, Andrea Pioppi
Copywriters: Francesca Andriani, Serena Pulga
Tv Producer: Monica Cadringher
Head of Print Production: Emilano Bianchi
Account Supervisors: Chiara Soloni, Elisa Rizzuto
Case Movie Soundtrack: Matteo Buzzanca
Web Designer & Interactive Creative Director: Beppe Bizzarro
Web Developer: Purple Network
Production Company: The Family
Executive Producer: Stefano Quaglia
Line producer: Alessandra Bracaglia
Producer: Carlotta Magnani
Director: Anna Negri
Director of Photography: Alessandro Pavoni
Editor: Alessio Doglione
Scenographer: Emita Frigato
Makeup Artist: Dalia Colli
Hairstylist: Rodolfo Sifari
Special Effects: Leonardo Cruciano
Music Composer: Dominik Scherrer
Color Correction and CGI: Bloompix
Advertising Agency: Grey, London, United Kingdom
Executive Creative Director: Nils Leonard
Creative Director: Andy Lockley
Creative: Ryan Connolly, Henrik Ridderheim
Director: Daniel Wolfe
BACKGROUND
31% of Italian woman (18-45) intending to buy dermatological products on the Internet instead of asking a pharmacist or looking for a specific research. The Internet is a chaotic universe of information and it’s hard to distinguish between good advice and dangerous remedies.
CHALLENGE
IDI Pharmaceuticals, a niche company but at cutting edge of dermatological research, wants to shoe them that it’s safer to trust to qualified experts.
THE IDEA
We created a fake tutorial girl on YouTube and social network who dispenses weird skincare tips a the real thing. His name is Cinzia: your friend skin.
EXECUTION
Unbranded phase
With her surreal tutorials, “Cinzia Your Skin Friend”, invaded skincare blogs, generated thousands of spontaneous conversations on dermatological problems and dialogued with her fans through videos and comments on YouTube, Facebook and Twitter. She also enchanted a number of Italian VIPS and influencers on social networks. She ended up on radio and TV, which broadcast her videos without knowing who she really was.
Branded phase
After the first few episodes, IDI Pharmaceuticals made its appearance. Thanks to counter-videos featuring a real dermatologist, a tab on its Facebook Fan Page and YouTube leaderboards, external annotations and captions, it was possible to visit the Dermaday website and book a free skin check-up.
RESULTS
+80% traffic increase to the IDI’s Dermaday Website
over 20 millions of media impressions
more than 1,2 million views on YouTube
3.340.000 friends of fan reached on Facebook
Skincare relevance on Google Trends: +32%
Advertising Agency: Leo Burnett Milan (ITALY)
Creative Director: Cristiano Tonnarelli
Art Director: Serena Micieli
Copywriter: Giuseppe Pavone, Andrea Torcoli
Group Creative Director: Paolo De Matteis, Riccardo Robiglio
Digital Creative Director: Paolo Boccardi
Digital Strategist: Andrea Torcoli
The winter makes Sweden a harsh place to live, and you know it’s coming when you see the birds migrate. But for those of us who has to stay here, Volkswagen has equipped their Skiteam edition cars with the 4MOTION four wheel drive, car heater and roof box – all the things you might need to face the Swedish winter – and made it into an affordable offer.
Together with the University in Lund we used GPS to live-track an osprey bird during its winter migration to the southern hemisphere and back. TVCs, print ads, outdoor and banners led to the campaign site where you could follow the bird, read his comments (it’s a bird, why wouldn’t it tweet?!), learn more about the offer and the 4MOTION cars as well as guess the return date for a chance to win prizes.
The campaign, and the offer, lasted until the bird returned. It’s a winter adjusted offer for a winter adjusted car.
Advertising Agency: DDB, Stockholm, Sweden
Creative Director: Fredrik Simonsson, Magnus Jakobsson
Art Director: Joel Ekstrand
Copywriter: Nick Christiansen
Art Director: Lennart Claesson
Copywriter: Stefan Gustafsson
Business Director: Jenny Kaiser
Agency Producer: Katarina Mohlin
Designer: Martin Runfors
Web Developer: Koji Wakayama
