CALL FOR ENTRIES 2010 by Publicis Kaplan Thaler New York for The Art Director's Club/ ADC

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CALL FOR ENTRIES 2010

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Industry Shows, Events & Festivals
Media Direct marketing
Market United States
Agency Publicis Kaplan Thaler New York
Art Director Brian Choi, Liem Nguyen
Released October 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: ART DIRECTORS CLUB
Product/Service: ART DIRECTORS CLUB AWARD
Agency: PUBLICIS NEW YORK
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: PUBLICIS NEW YORK, USA
Chief Creative Officer: Rob Feakins (Publicis New York)
Writer: Jeremy Filgate (Publicis New York)
Art Director: Liem Nguyen (Publicis New York)
Art Director: Brian Choi (Publicis New York)
Senior Designer: Phil Arias (Publicis New York)
Project Manager: Megan Reilly (Publicis New York)
Director of Print Production: Victor Basile (Publicis New York)
Media placement: Poster - Flat Mailing - 01 October 2009

Describe the brief/objective of the direct campaign.
The objective of the campaign was to increase exposure for the Art Directors Club and promote the call for entries for their 2010 award show.

Explain why the creative execution was relevant to the product or service.
When you're promoting the Art Directors Club you'd better make sure you're appealing to the critical eyes of Art Directors. It took 6 shooting days with world-renowned photographer Olaf Veltman and hundreds of hours of retouching in London to create the final poster. The end result: a piece that not only promoted the show, but also hung proudly in the offices of creatives all around the world.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A poster campaign was created showing a creative person working late into the night, his work space both a symbol of tireless effort and a cube, the Art Directors Club award, glowing in the night. By persevering in their cubes, creatives could be rewarded with an ADC Cube. The piece obviously struck a nerve with creatives around the world, since the submission rate was among the highest ever for the prestigious show.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In a horrific financial year for the industry and amidst huge award show entry budget cuts, the ADC received entries from approximately 55 countries and had a 12% increase over their 2009 submissions. A massive success in a year when they were sure entries would be down.