Young Director Award (YDA) DM, Case study DRAMA QUEEN by TBWA\ Helsinki

DRAMA QUEEN

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Industry Shows, Events & Festivals, Business equipment & services
Media Direct marketing, Case study
Market Finland
Agency TBWA\ Helsinki
Director Rogier Hesp
Art Director Minna Lavola
Copywriter Mira Olsson
Producer Jacques Vereecken, Karen Bruinsma
Production Caviar
Production L-A-D-A
Released March 2010

Awards

Cannes Lions 2010
Direct Lions Direct Response Broadcast: TV, Radio & Infomercials Gold
Promo & Activation Lions - Silver

Credits & Description

Type of entry: Use of Direct Marketing
Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: YOUNG DIRECTOR AWARD BY CFP-E/SHOTS
Product/Service: YOUNG DIRECTOR AWARD
Agency: TBWA\PHS HELSINKI, FINLAND
President: François Chilot (CFP-E)
Copywriter: Mira Olsson (TBWA\PHS Helsinki)
Art Director: Minna Lavola (TBWA\PHS Helsinki)
Producer: Jacques Vereecken (L-A-D-A/Caviar)
Director: Rogier Hesp (L-A-D-A/Caviar)
Producer: Karen Bruinsma (L-A-D-A/Caviar)
Project Manager: Hannes Jakobsen (Danish Producers’ Association)
Describe the brief from the client:
To establish Young Director Award by CFP-E/SHOTS as THE competition for aspiring commercial film directors and as a direct response get as many high quality entries as possible to the 2010 competition.
(to be eligible, entries must be one of the first four commercials a director has directed.)
The strategy was to quickly reach as many aspiring directors as possible with an empowering commercial informing about the upcoming entry deadline of Young Director Award by CFP-E/Shots.
Creative Execution:
The entry deadline was getting closer and it was the quickest way to make a strong impact and get a response from our target group.
It was crucial to be a fast success on youtube, which is the place where young directors seek references and inspiration on a daily basis.
Writing a script with strong viral potential and shooting it with an inexperienced young director (24-year old Rogier Hesp) inspires other young and up-coming directors to fulfill their own potential.
Supporting and inspiring talent is the sole purpose of Young Director Award by CFP-E/Shots.
Describe the creative solution to the brief/objective.
We felt the best way to get entries to a young director award show was to lead by example and give an inexperienced director an opportunity to shoot a script with strong viral-potential, and seed it out to aspiring commercial directors.
Our main target was production companies and film schools, but wanted to address a wider young audience as aspiring film directors can be anywhere.
It was broadcasted on TV, seeded as a viral, posted on facebook-sites and on youtube, where it was quickly picked up also by a significantly larger audience than our specific target.
Describe the results in as much detail as possible.
The link was sent to 1500 email-addresses including production companies and film schools. This led to over 265 000 views on youtube in a few weeks. The film was discovered by traditional broadcast as best commercial of the month and got free air times on prime time television, it was immediately picked up by over 30 online sites publishing the newest and the freshest of the industry and beyond.
Within a month, the commercial led to around 400 entries from young commercial directors around the world.