F.Biz DM INTERNATIONAL ROCK'N'ROLL DAY by F.biz

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INTERNATIONAL ROCK'N'ROLL DAY

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Brazil
Agency F.biz
Creative Director Rodolfo Barreto
Art Director Leandro Bordoni, Carlos Pimenta, Daniel Marino Schiavon, Felipe Daros
Copywriter David Levy
Released October 2012

Credits & Description

Advertiser: F.BIZ
Agency: F.BIZ
Category: Best Low Budget Campaign
Advertising campaign: INTERNATIONAL ROCK'N'ROLL DAY
Technology: André Souza Alexandre (F.biz)
Project: Anne Caroline B. Lima (F.biz)
Production: Anne Ferraz (F.biz)
Copywriter: David Levy (F.biz)
Production: Arthemus Savioli (F.biz)
Art Director: Daniel Schiavon (F.biz)
Motion: Emílio Correa (F.biz)
Creative Supervisor: Mauro Belluci (F.biz)
Art Director: Felipe Daros (F.biz)
Creative Director: Rodolfo Barreto (F.biz)
Motion: Alexandre Arantes (F.biz)
Production: Gabi Campana (F.biz)
Art Director: Leandro Bordoni (F.biz)
Technology: Luis Wouters (F.biz)
Technology: Nicholas Almeida (F.biz)
Machine Creator: Robert Howsare
Project: Alexandra Gomes (F.biz)
Motion: Carlos Henrique De Souza (F.biz)
Art Director: Carlos Pimenta (F.biz)
Production: Cris Bertella (F.biz)
Production: Paulo Espinoza (F.biz)
Motion: Wesley Silva (F.biz)

Outcome
In spite of being communicated only internally and through F.biz's channels, Facebook, and Twitter, the campaign had the participation of over 2,000 users, generating 700 posters that were sent to the users' e-mails. Since it was an institutional campaign, no KPI had been previously established.

Execution
An agency that was born on Rock Day deserved a rock 'n roll celebration. Thus, the choice of a device that turned music into posters through a live channel on which the user could select a song and get a "product" of his or her choice seemed well suited for F.biz, since it would impact and engage users in a positive way.

Implementation
The creative department took advantage of the fact that the Agency's anniversary coincides with Rock Day, and taking advantage of the device created by the young American Robert Howsare, created a campaign that used the rock 'n' roll theme and impacted both the developers and the advertising market in general. Despite the limitations of time and money, for one day F.biz became one of the most talked about businesses in the market and the posters became instant object of desire.

Client Brief Or Objective
The challenge was to celebrate F.biz's anniversary in the most unusual way possible, without major investments, impacting employees and the advertising market in general – and fans of rock 'n roll. And Rock Day was a campaign conceived, created, developed, and implemented live in a record period of time: one week. In addition to the time factor, another limiting factor was the budget, since there wasn't any budget dedicated to the campaign. F.biz accepted the challenge because it believed that the campaign was the best translation of rock 'n' roll: live, uncut, with space for improvisation and an innovative result.