ARTHUR'S ADCN NOMINATIONS LIST by New Message for Arthur Mebius Photography

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Industry Photo Development, Business equipment & services
Media Case study
Market Netherlands
Agency New Message
Art Director Lennart Wienecke, Chris Sant
Copywriter Hugo Rütter
Released March 2010

Credits & Description

Category: Business Products & Services
Product/Service: PHOTOGRAPHY
Date of First Appearance: Mar 31 2010
Entrant Company: NEW MESSAGE, Amsterdam, THE NETHERLANDS
Concept/ Art Director: Lennart Wienecke (NEW MESSAGE)
Art director: Chris Sant (NEW MESSAGE)
Copy writer: Dieuwer Bulthuis (NEW MESSAGE)
Concept/ Copywriter: Hugo Rütter (NEW MESSAGE)
Media placement: Direct E-Mail - New Message - 31/03/2010

Insights, Strategy & the Idea
Photographer ARTHUR MEBIUS wanted his commercial business to grow. We felt the best way to do this would be by making a lasting impression on his key target audience: top Dutch advertising creatives. A group whose attention is hard to get, because many of them get several mailings from photographers per week. So Arthur needed to do something special in order to be remembered. We decided to communicate a USP that appeals to most creatives in the industry: Arthur’s work has won many creativity awards and in- book nominations. We wanted to use a moment when the whole Dutch advertising world is focussed on the most important national awards: the ADCN Awards.

Creative Execution
With some subtle changes we turned the most important e-mail of the year for every Dutch creative, the in-book nominations list of the Art Director’s Club (ADCN), into a list summing up Arthur’s past 22 in-book nominations. And sent it to all ADCN members and the press only hours before the official list would arrive, fooling them and giving them instant proof of the quality of Arthur’s work. We also included a link to a website where all of the nominated work was presented.

Results and Effectiveness
Apart from free publicity in all major Dutch advertising publications, Arthur got hundreds of reactions including several invitations for actual assignments. The total number of assignments rose in 2010 and continues to do so in 2011. This was achieved with an extremely limited budget.

Apart from national exposure and response, we have submitted this case to many international awards festivals, thus increasing the audience reached with top creatives from all over the world.