Leo Burnett Print TRAINEE CREATIVE DIRECTOR, 2 by Leo Burnett Lisbon

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Industry Advertising agencies, Business equipment & services
Media Print, Magazine & Newspaper
Market Portugal
Agency Leo Burnett Lisbon
Executive Creative Director Erick Rosa, Fernando Duarte
Art Director Thiago Cruz E Pedro Hefs, Luciana Cani
Copywriter Carol Markowicz, Steve Colmar
Released August 2011

Credits & Description

Category: Corporate Image & Information
Executive Creative Director: Erick Rosa (Leo Burnett Lisboa)
Creative Director: Luciana Cani (Leo Bunett Lisboa)
Copywriter: Steve Colmar (Leo Burnett Lisboa)
Copywriter: Carol Markowicz (Leo Burnett Lisboa)
Art Director: Luciana Cani (Leo Burnett Lisboa)
Art Director: Pedro Hefs (Leo Burnett Lisboa)
Art Assistant: Douglas Cardoso (Leo Burnett Lisboa)
Head Of Digital Production: Nuno Frade (Leo Burnett Lisboa)
Web Developer: Monica Rocha (Leo Burnett Lisboa)
Trainee Creative Director: Afonso Azevedo (Leo Burnett Lisboa)
Creative Advisor: Péricles Chamusca (Leo Burnett Lisboa)
Media placement: Website - Online - 08/11/2011
Describe the objective of the promotion.
Last year, the Eurobest Festival took place in Lisbon. Our goal was to promote it to our local ad industry, so we had to come up with an idea that could make people talk about it.
Describe how the promotion developed from concept to implementation.
Eurobest gather every year high quality professionals from all over Europe. And in Lisbon it wouldn’t be different.
So if every top creative in Europe would be at Eurobest, this means our Creative Director would be there too.
And if our Creative Director would be there for 3 days, we wouldn’t have a Creative Director for 3 days.
So what did we do? We replaced him by the first Trainee Creative Director. We created a brand new position in the advertising industry. It was the first time ever an agency offered an internship as a Creative Director.
Explain why the method of promotion was most relevant to the product or service.
To select this young creative, we held a competition on a website. The participants had to send us a video, filming themselves presenting a famous commercial (gold on a previous edition of Eurobest). And the reason for this was simple: every Creative Director must know how to sell a good idea.
The whole campaign lasted for almost a month, between launching the website, publishing the shortlist and giving the winner his prize: the internship as a Creative Director. Everything was heavily covered by specialised press, which drew a lot of attention to the campaign.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Marketeers, agencies, creatives, specialised press, everyone talked about it. And with almost zero budget, we got approximately €67,000 of earned media. With this idea, we promoted Eurobest in Lisbon and gave a young creative the chance to live 3 days of his future. Three days to be sure the sacrifices one makes over the first years will pay off one day. That’s what we showed our new Trainee Creative Director and, of course, our local ad industry.