DON'T TELL ASHTON by Berghs School Of Communication for Berghs School of Communication

DON'T TELL ASHTON

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Industry Advertising agencies, Business equipment & services
Media Case study
Market Sweden
Agency Berghs School Of Communication
Digital Creative Maja Folgero, Jonas Ahlen, Dinny Zerge, Felippe Mont, Olle Isaksson
Released May 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: BERGHS SCHOOL OF COMMUNICATION
Product/Service: INTERACTIVE COMMUNICATION PROGRAM
Agency: BERGHS SCHOOL OF COMMUNICATION
Date of First Appearance: May 17 2010
Entry URL: http://donttellashton.com/awards/
Digital Creative: Maja Folgerö
Digital Creative: Dinny Zerge
Digital Creative: Jonas Åhlen
Digital Creative: Felippe Mont
Digital Creative: Olle Isaksson
Digital Strategist: Johan Gerdin
Digital Strategist: Victoria Nyberg
Production Manager: Lina Appelgren
PR-Consultant: Maria Sandberg
PR-Consultant: Sara Eriksson
Encoder: Mikael Holm
Marketing Director: Åsa Marklund
Media placement: Online Campaign - Online - May 17th 2010

Describe the campaign/entry
How can 22 interactive students from Berghs School of Communication make themselves known to the industry and attract people from all over the world to study at Berghs?

We invited people to join a project. The world’s first artwork made by twitter users. Three days after launch the artwork was completed, reaching over 4 million people from 151 countries. Major industry press and media picked up the project and people from all over the world wrote about it, from Japanese blogs to Russian printed press. On Google the phrase ”Don’t tell Ashton” had 130,000 results in the first week. Today, that number is close to 17 million.

Describe how the campaign/entry was launched across each channel in the order of implementation
We used two channels to launch the campaign: a website called donttellashton.com where a piece of art was to be created and, of course: Twitter.

We then invited people to join the artwork by tweeting about it. When using the hashtag #donttellashton, the avatar of the person twittering appears within the frame. The amount of followers you have on twitter decides the size of your picture inside the frame.

The only person (at the time) with followers enough to fill the entire frame was Ashton Kutcher - hence the name of the campaign: Don't tell Ashton.

Give some idea of how successful this campaign/entry was with both client and consumer
Three days after launch, the artwork was completed, reaching over 4 million people from 151 countries.

Major industry press and media picked up the project and people from all over the world wrote about it, from Japanese blogs to Russian printed press. On Google the phrase ”Don’t tell Ashton” had 130,000 results in the first week. Today, that number is close to 17 million.

Finally, Ashton tweeted and wrote about it on Facebook, reaching Ashton's 5 million + followers. Since graduating the majority of the 22 students from the Interactive Communications Program at Berghs have been hired all over the world at agencies including BBH and Droga5 in NYC. This year the Interactive Communication Program has, for the first time, attracted applicants from 14 non-Swedish Nationalities.