Young Lions Brazil DM CLICHÉS by WMcCann Brazil

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CLICHÉS

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Industry Shows, Events & Festivals
Media Direct marketing
Market Brazil
Agency WMcCann Brazil
Director Carla M, Gabi Brites
Art Director André Candeloro, Guilherme De Almeida Valverde
Copywriter Omar Caldas
Producer Marcelo Pinto, Marcelo Hack
Account Supervisor Caio Amaral
Released May 2013

Credits & Description

Advertiser: YOUNG LIONS BRAZIL
Agency: WMcCANN
Category: Dimensional Mailing
Advertising campaign: CLICHÉS
Account Supervisor: Caio Amaral (WMcCann)
Media Manager: Fabiana Ferreira (WMcCann)
Director: Gabi Brites (Bossanova Filmes)
Art Director: Guilherme Valverde (WMcCann)
Media Director: Horacio Rosario (WMcCann)
Art Director: Andre Candeloro (WMcCann)
Director: Carla M (Bossanova Filmes)
Creative Director: Carlos "ia" Murad (WMcCann)
Producer: Marcelo Hack (WMcCann)
Account Vice President: Maximiliano Lacerda (WMcCann)
Media Supervisor: Robson Cruz (WMcCann)
Account Manager: Ronald Alaby (WMcCann)
Creative Director/Copywriter: Sandro Nascimento (WMcCann)
RTVC Producer: Marcela Santos (WMcCann)
Producer: Marcelo Pinto (WMcCann)
Copywriter: Omar Caldas (WMcCann)
RTVC: Regina Knapp (WMcCann)
Chief Creative Officer: Washington Olivetto (WMcCann)

Client Brief Or Objective
In the brief, we were asked to create an invitation targeting young advertising professionals to encourage them to participate in the Young Lions Brazil 2013 Program. We had a very narrow target audience: only young professionals from key advertising agencies in Brazil.

Implementation
This activity was then created to promote the Young Lions Brazil 2013 Program. Young professionals from key advertising agencies received poles used in pole vaulting competitions. The pole was an invitation to participate in the program but also a warning that this year “The bar is set even higher”. This expression is used to show that the level of difficulty to be selected is now even higher.

Execution
When we want achieve a greater level of quality in advertising, we say that “the bar is set high”. In other words, means that we need to overcome limits in order to reach a great creative result. This expression is much used in our daily routine, so when the professionals received the poles, instantly realized that besides having the opportunity to be selected to get an all-expense-paid trip to Cannes, they were also facing great challenge. It was very cool to watch professionals walking around in advertising agencies holding huge poles. That was definitely a creative asset of great impact.

Outcome
The activation proved to be very focused, effective, since we were trying to reach a very narrow target audience, approximately 1,500 professionals in the market who were eligible to participate, up to 28 years old. We had instant feedback on social networks, with comments and photos of professionals “testing” the pole inside the agencies. We’ve managed to beat the record with more than 600 entries, an increase of almost 40% over the previous year. With a very small budget US$2,000*, reaching our entire target audience.* budget came from the sponsors of the Young Lions Brazil 2013 Program.