THE ROYAL BOROUGH OF GREENWICH Case study THE POWER OF CUTE by Ogilvy & Mather London

THE POWER OF CUTE

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Industry Business equipment & services, Corporate Image
Media Case study
Market United Kingdom
Agency Ogilvy & Mather London
Executive Creative Director Emma De La Fosse, Charlie Wilson
Released May 2013

Awards

Cannes Lions 2013
Promo and Activation Lions Use of Promo & Activation; Best Use of Guerilla Marketing in a Promotional Campaign Gold

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: THE ROYAL BOROUGH OF GREENWICH
Product/Service: GREEN'S END, WOOLWICH
Agency: OGILVY GROUP UK London, UNITED KINGDOM
Ogilvy Group Comms PR: Poppy Nagra (Ogilvy PR)
Ogilvy PR Director: Phil Reay-Smith (Ogilvy PR)
Graffiti Artists: Graffiti Artist Group (The Paintsmiths)
Project Interns: Hassan Kamara/Tracey Murray (Ogilvy/Mather)
Project Director: Aphra Kiely (Ogilvy/Mather)
Project Director: Katz Kiely (Ogilvy/Mather)
Behavioural Change Planning: Daniel Bennett (Ogilvy/Mather)
Commercial Anthropologist: Janet Hodgson (Ogilvy/Mather)
Account Manager: Joseph Grigg (Ogilvy/Mather)
Group Planning: Tara Austin (Ogilvy/Mather)
Director/Innovative Solutions Ogilvy Labs: Nicole Yershon (Ogilvy/Mather)
Art Director/Copywriter: Jon Morgan (Ogilvy/Mather)
Art Director/Copywriter: Mike Watson (Ogilvy/Mather)
Executive Creative Director: Emma De La Fosse (Ogilvyone)
Executive Creative Director: Charlie Wilson (Ogilvyone)
Describe the brief from the client
During the course of the London riots of 2011, about 3,100 people were arrested across London. There were five deaths and at least 16 others were injured as a direct result of related violent acts. An estimated £200 million worth of property damage was incurred, and local economic activity was significantly compromised.
As the disturbances died down elsewhere, anti-social behaviour in the
Greenwich area continued. Greenwich Council needed to find a way to stop the
problem minority from destroying their own community.

Promotion Development

The metal security shutters on the shops were being vandalised – they seemed to invite crime.
In 2009 scientists found proof that pictures of babies faces triggers caring and nurturing behaviour in adults. They proved that cute matters to the brain. So we turned the inhuman metal sheets on the retail units into giant portraits of babies from the local area. As the shops shut at night the metal shutters came down to reveal the babies.


Results

35 media outlets in 12 countries and 3 continents broadcast the story, with
a total of 167 MILLION potential opportunities to see. But more importantly,
communities from Belfast to The Bronx picked up on it too. One troubled area,
Northern Ireland, is rolling out the initiative this year.
One year on crime has fallen by 18% in the area around the shops, the shutters
remain untouched by vandalism and the residents say their community feels
safer than ever before.
And it didn’t take thousands of pounds spent on hundreds of police; just a few
cans of paint.


Relevancy to Product/Service

We wanted to use a completely new and previously overlooked form of media,
the shop shutters themselves, which we felt would work much better than a hard
and costly intervention like policing.