Goldfish Awards Print THE CREATIVE MACHINE by Acw Grey Tel-Aviv

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THE CREATIVE MACHINE

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Industry Shows, Events & Festivals
Media Print, Magazine & Newspaper
Market Israel
Agency Acw Grey Tel-Aviv
Creative Director Ziv Meiri
Art Director Julia Smelansky
Copywriter Danny Yagil, Aharale Kidron
Account Supervisor Sarit Sternhell
Digital Creative Director Raz Messing
Released November 2011

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: RESHET SHOKEN
Product/Service: AWARDS COMPETITION
Agency: ACW GREY
Chief Creative Officer: Tal Riven (ACW Grey Tel Aviv)
Creative Director: Ziv Meiri (ACW Grey Tel Aviv)
Digital Creative Director: Raz Messing (ACW Grey Tel Aviv)
Art Director: Julia Smelansky (ACW Grey Tel Aviv)
Copywriter: Aharale Kidron (ACW Grey Tel Aviv)
Digital Producer: Ofer Klein (ACW Grey Tel Aviv)
Account Manager: Dani Brande (ACW Grey Tel Aviv)
Account Supervisor: Sarit Sternhell (ACW Grey Tel Aviv)
Advertiser's Supervisor: Galya Ratson (Ace Grey Tel Aviv)
Copywriter: Danny Yagil (ACW Grey Tel Aviv)
Planner: Eran Mund (ACW Grey Tel Aviv)
Media placement: Online Web - Web Site - 6 November 2011
Media placement: Ad Campaign - Newspaper - 6 November 2011

Describe the objective of the promotion.
The Goldfish Awards is the oldest and most prestigious print competition in Israel, held for the 18th time this year. The Goldfish is held by Shoken network, which owns one of the largest Israeli newspapers and several magazines. The competition is meant to summon advertising agencies to advertise prints for their clients.
All the entered print ads are printed in a prestigious magazine, published by Shoken. Our goal was to make sure that all the workers in the advertising industry in Israel will work hard on their very best print ads for the Goldfish Awards, so that they can enter Shoken's magazine.

Describe how the promotion developed from concept to implementation.
Creatives spend a lot of time working on the day-to-day briefs of their agency and less time thinking about briefs with real creative potential that can win awards. In order to make them more time we created a series of ads and a website with all the essential information needed to get rid of day-to-day briefs as fast as possible, from clichéd
copy lines and product promises to hand-drawn visuals.
The website featured a 'Creative Machine' that could generate a rough sketch within seconds, which then they could print or send to the account executive, thus making time for themselves to work on award-winning ads

Explain why the method of promotion was most relevant to the product or service.
It’s not easy to come up with a campaign for a creative competition that addresses cynical and critical creatives who have seen everything. Therefore, at first we were looking for an insight, one that every creative can relate to. We decided to create an effective working tool that allows the creatives to experience maximum interaction along with maximum user's benefit. All of this was packed in a humorous fun package. By achieving this we made the creatives think which of their ideas is truly innovative and can win the Goldfish Awards or is obvious and can also be done by a machine.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign became the talk of the day among hundreds of cynical and critical creatives that have seen everything. Thousands of people from the Israeli marketing and advertising industry entered the website, used the Creative Machine, created thousands of sketches for ads, sent them to the account executives or shared them on Facebook. It's hard to admit but our greatest accomplishment is that we succeeded in keeping the same amount of submissions to the competition and agencies participating, in spite of the tough economic year, the cuts and dismissals at advertisers and advertising agencies, all of that considering the fact that every submission costs US$4,000.