FIELD GUIDE by DDB Toronto for FLAP

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FIELD GUIDE

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Canada
Agency DDB Toronto
Executive Creative Director Andrew Simon
Art Director Paul Riss
Copywriter Matt Antonello
Photographer Aric Guite
Illustrator Barry Kent Mackay
Released October 2009

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: FLAP
Product/Service: FATAL LIGHT AWARENESS PROGRAM
Agency: DDB CANADA/TORONTO
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: DDB CANADA/TORONTO, CANADA
Entry URL: http://www.flap.org
Executive Creative Director: Andrew Simon (DDB Canada/Toronto)
Copywriter: Matt Antonello (DDB Canada/Toronto)
Art Director: Paul Riss (DDB Canada/Toronto)
Photographer: Aric Guite (Westside Studio)
Illustrator: Barry Kent Mackay
Account Manager: Miles Savage (DDB Canada/Toronto)
Print Producer: Rose-Ella Morrison (DDB Canada/Toronto)
Media placement: Royal Ontario Museum Lecture - Hand Out - October 18, 2009
Media placement: City Of Toronto Symposium - Hand Out - November 19, 2009

Describe the brief/objective of the direct campaign.
Our objective was to draw awareness to the fact that in Toronto, thousands of birds die from fatal collisions with office buildings during migratory seasons.

Explain why the creative execution was relevant to the product or service.
To make sure Torontonians clearly connected to the subject matter at hand, we created a typical birding field guide but added one, very macabre twist – all of the birds featured were dead. We were able to shock and surprise the target audience with incredibly realistic illustrations and relevant copy that alluded to their untimely death.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Since the severity of this problem is alarmingly unknown, we produced a piece of communication that was both creative and informative. The client’s stated goal was to increase web traffic by 5% to www.flap.org .

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.
Our creative piece resulted in a 125% increase in web traffic and significantly helped volunteer enrolment as well.