The British Council DM, Design & Branding, Case study The British Council: Meet Your Hero by M&C Saatchi Sydney

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The British Council: Meet Your Hero

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Industry Business equipment & services, Charities, Foundations, Volunteers, Corporate Image
Media Direct marketing, Design & Branding, Case study
Market Australia
Agency M&C Saatchi Sydney
Released June 2008

Awards

Cannes Lions 2008
Direct - Bronze

Credits & Description

Type Of Entry: Product & Service
Category: Corporate Information
Title: MEET YOUR HERO
Advertiser/Client: THE BRITISH COUNCIL
Product/Service: MEET YOUR HERO SCHOLARSHIP
Advertising Agency, City: M&C SAATCHI, Sydney
Country: AUSTRALIA
DM/Advertising Agency, City: M&C SAATCHI, Sydney
Country: AUSTRALIA

Credit Details:
Name Position Company
Ben Welsh Executive Creative Director M&C Saatchi
Michael Jones Art Director M&C Saatchi
Dave Shirlaw Copywriter M&C Saatchi
Oliver Devaris Copywriter M&C Saatchi
Rod James Agency Producer M&C Saatchi
Michael Jones Designer M&C Saatchi
Rozanna Kulik Computer Artist M&C Saatchi
Matt Cumming Interactive Director M&C Saatchi
Adrian Cook Photographer AD-Photography
Pete Masterton Producer Plaza Films
Paul Middleditch Director Plaza Films

Brief:
To Increase the awareness and also the number and quality of submissions for The British Council of Australia's "Realise Your Dream" scholarship programme. This is an annual competition that rewards six artistic young Australians with a trip to the UK and a mentorship with the creative guru of their choice.

Solution:
We produced an integrated campaign based around the thought, 'Determined to meet your hero?' For young Australians simply getting to meet, let alone work with one of Britain's creative leaders (like Stella McCartney or Damien Hirst) is potentially a life changing opportunity and a prize our target would do anything to win.We dramatised this passion by showing the extreme, possibly psychotic lengths some people will go to, to meet their hero. And, in turn, highlight how you do much better entering the British Council's Realise Your Dream programme.

Results:
In 2007 The British Council campaign reached over 2,000 000 people across Australia. They received more submissions than ever. Over 20,204 unique visitors to the website became 875 officially registered entrants (up 12% on 2006). Perhaps more importantly, this year's entries were of a far higher quality than previous years. The 6 lucky winners ranging from a rap artist to an indigenous art curator are already living and working in Britain.