DDB DM FAKE E-MAIL by DDB Stockholm

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FAKE E-MAIL

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Sweden
Agency DDB Stockholm
Art Director Tove Langseth
Copywriter Olle Langseth
Released April 2013

Credits & Description

Advertiser: DDB STOCKHOLM (SELF-PROMOTIONAL)
Agency: DDB STOCKHOLM
Category: Corporate Image & Information
Copywriter: Olle Langseth (DDB Stockholm)
Art Director: Tove Langseth (DDB Stockholm)
Account Manager: Amanda Lublin (DDB Stockholm)
Motion Graphics: Eskil Lundberg (DDB Stockholm)
Graphic Design: Patrick Emt (DDB Stockholm)

Implementation
In order to get the graduates at Berghs School of Communication to come and show their portfolios, DDB Stockholm chose a slightly different approach. Each graduate received an email from the agency with an invitation to come and show his/her portfolio. This email seemed to be a response to an email from the graduate himself. But the thing was that the student never had sent an email to the agency. The emails were of such a nature that the students felt compelled to respond.

Execution
For a creative agency such as DDB Stockholm, it´s vital to attract the best talent. The graduates at Berghs School of Communcation is therefore a very important target group.

Outcome
DDB Stockholm sent out emails to all the graduates at the advertising education at Berghs School of Communication, 26 in all. All of them except of 4 answered and came to show their portfolios.

Client Brief Or Objective
Berghs School of Communication in Stockholm is one of the most prestigious advertising schools in the world. Therefore it´s a tough competition between agencies to attract the most talented graduates. For DDB Stockholm it was important to find an idea to make the agency stand out, an idea that also could lead to personal meetings with the graduates in order to look at their portfolios.