TBWA\ Design & Branding AD/VENT by TBWA\ London

AD/VENT

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United Kingdom
Agency TBWA\ London
Executive Creative Director André Laurentino
Creative Director Mike Nicholson, Paul Pateman
Art Director Dan Kenny
Copywriter Adam Johnson
Illustrator Miguel Pate, Steve Scott, Jan Kallwejt, Pomme Chan, Zack Mclaughlin, Katy Lemay, Daniel Frost, Mark Ward, Mister Batlow, Pablo Bisoglio, Alec Doherty, Sebie Ramnauth, Dave Stansfield, Daniel Kondo, Chris Rice, Nick Tidball, Sean Freeman, Chris Haughton, Lavanya Naidoo, Ruth Lewis, Kenneth Andersson, Gerry Turley, José Carlos Lolo, Thomas Jackson, Clayton Junior
Released December 2011

Credits & Description

Category: Posters
Advertiser: TBWA
Product/Service: CREATIVE AGENCY
Agency: TBWA\LONDON
Executive Creative Director: Andre Laurentino (TBWA)
Creative Director: Mike Nicholson (TBWA)
Creative Director: Paul Pateman (TBWA)
Copywriter: Adam Johnson (TBWA)
Art Director: Dan Kenny (TBWA)
Illustrator: Pâté/Lavanya Naidoo
Illustrator: Dave Stansfield/Ruth Lewis
Illustrator: Sean Freeman/Pomme Chan
Illustrator: Kenneth Andersson/Chris Haughton
Illustrator: Zack McLaughlin/Katy Lemay
Illustrator: Nick Tidball/Daniel Frost
Illustrator: Chris Rice/Gerry Turley
Illustrator: Mark Ward/Jan Kallwejt
Illustrator: Daniel Kondo/José Carlos Lolo
Illustrator: Thomas Jackson/Steve Scott
Illustrator: Mister Batlow/Clayton Junior
Illustrator: Pablo Bisoglio/Alec Doherty
Illustrator: Sebie Ramnauth
Media placement: Experiential Signage - 76-80 Whitfield Street, W1T 4EZ - 1st December 2011
Media placement: Outdoor - 76-80 Whitfield Street, W1T 4EZ - 1st December 2011
Media placement: Online - 76-80 Whitfield Street, W1T 4EZ - 1st December 2011
Media placement: Digital - 76-80 Whitfield Street, W1T 4EZ - 1st December 2011

Describe the brief from the client
To wish TBWA\London’s clients and prospects and Merry Christmas. We wanted to showcase the agency’s creativity and help it become more famous for doing what they do best.
Every year agencies send clichéd Christmas cards that often end up in the bin or deleted from the inbox.
For 2011, TBWA\London wanted to create something memorable. Given that 2011 was a tough year, we wanted to showcase a positive outlook for people in 2012.

Describe the challenges and key objectives
The key challenge was to create a large amount of buzz on a very small budget.
Therefore, we needed to create a solution that was good enough for people to engage with, want to collaborate with us on, investing their time for free.
The key objective was to get people talking about TBWA\London. By asking creative leaders from around the world to help, we managed to create higher traffic to our site.

Describe how you arrived at the final design
We worked with the window space available, and asked artists to join in with the creation of the illustration and design.
A huge volume of entries (over 500), allowed us to set the benchmark very high on which illustrations we chose. This meant we were displaying great work on the side of our building.
The submissions had a global feel, with artwork coming from Brazil, South Africa and Sweden to name but a few.

Give some indication of how successful the outcome was in the market
The objective for this campaign was brand building, not revenue generative. It reached 187,589 people in our target audience and shared 32,189 times through online channels.
Post campaign wash-up showed 85% thought the idea was ‘engaging’ and 76% thought it was ‘fun’. Most important, 79% thought the idea was ‘different’.
The campaign had a polarised reach, with high levels of hyper-local activity (due to the nature of the media) with a broad spread globally through digital channels.
As a direct result, the campaign delivered an incremental ROI of 74:1, due to existing clients requesting additional services highlighted in the campaign.