CALL FOR ENTRIES by DDB Sydney for Award

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CALL FOR ENTRIES

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Australia
Agency DDB Sydney
Executive Creative Director Matt Eastwood
Creative Director Mark Harricks
Art Director Brendan Donnelly
Copywriter Guy Futcher
Designer Designer Jason Young
Released May 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: AWARD
Product/Service: ADVERTISING AWARDS
Agency: DDB SYDNEY
Date of First Appearance: May 31 2009 12:00AM
Entrant Company: DDB SYDNEY, AUSTRALIA
Entry URL: http://www.awardonline-cfe.com/2009/
Executive Creative Director: Matt Eastwood (Ddb Sydney)
Creative Director: Mark Harricks (Ddb Sydney)
Art Director: Brendan Donnelly (Ddb Sydney)
Copywriter: Guy Futcher (Ddb Sydney)
Designer: Jason Young (Ddb Sydney)
Account Service: Graham Van Der Westhuizen (Ddb Sydney)
Retoucher: Matt Bright (Ddb Sydney)
Sound Editor: Danny Grifoni (Ddb Sydney)
Photographers: Brendan Donnelly/Matt Arden (Ddb Sydney/Freelance)
: Production Company (Fin Design/Effects)
2d Designer: Maxence Peillon (Fin Design/Effects)
Lead Designer: Andrie Juradowitch (Fin Design/Effects)
Lead Designer And 2d Compositor: Maxence Peillon (Fin Design/Effects)
Media placement: Direct Marketing - Asia Pacific Market - 31 May 2009
Media placement: Viral - AWARD Website - 31 May 2009
Media placement: Print - B&T/Ad News/Campaign Brief/Australian Creative - 31 May 2009
Media placement: Poster - Asia Pacific Market - 31 May 2009
Media placement: Award Night - Australia - 12 November 2009

Describe the brief/objective of the direct campaign.
Brief: Position AWARD as the advertising award that takes you places. Insight: For an industry that prides itself on being creative, our PR photos are anything but.

Explain why the creative execution was relevant to the product or service.
We reminded people that AWARD is the quickest way to a better job, but more importantly, we gave creatives the chance to look at pictures of themselves. And advertisers love looking at themselves. What makes this campaign original is the use of real advertising PR photos, created by the audience we are aiming to target. We didn’t make the whole thing up, we were inspired by years of amazing photos. It’s appropriate to the brand because AWARD wants to be seen as understanding the workings of the ad industry. This is something that’s been begging to be mocked for years.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Solution: The Modern Creative’s Guide to PR photography, complete with 22 page booklet, quick reference chart, information guide and instructional video helps future Award winners deal with the publicity that comes with an AWARD Pencil. It also takes the piss out of our fellow creatives, but only because they deserve it.

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.
The result was a Call For Entries campaign that will not just fade overnight, it will sit on shelves for years to come. In an industry that takes itself far too seriously, CFE ‘09 that lets us stand back and laugh at ourselves because we thoroughly deserve it. The Call For Entries ‘09 Campaign increased Entry Date awareness by 140%. More importantly, time spent with the AWARD brand was up 420% from the previous year.