OUT OF OFFICE POETRY by Leo Burnett Brussels for Stichting Lezen

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OUT OF OFFICE POETRY

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Industry Public awareness
Media Print, Magazine & Newspaper
Market Belgium
Agency Leo Burnett Brussels
Creative Director Tom Loockx, Jorrit Hermans
Released June 2012

Awards

Cannes Lions 2012
Cyber Lions Email Marketing, incl. e-cards Bronze

Credits & Description

Type of entry: Viral Advertising
Category: Email Marketing, incl. e-cards
Advertiser: STICHTING LEZEN
Product/Service: POETRY DAY
Agency: LEO BURNETT BRUSSELS, BELGIUM
Advertiser STICHTING LEZEN
Product POETRY DAY
Entrant LEO BURNETT BRUSSELS, BELGIUM
Type of Entry: Viral Advertising
Category: Email Marketing, incl. e-cards
Title: OUT OF OFFICE POETRY
Advertiser/Client: STICHTING LEZEN
Product/Service: POETRY DAY
Entrant Company: LEO BURNETT BRUSSELS, BELGIUM
DM/Advertising Agency: LEO BURNETT BRUSSELS, BELGIUM

Communication: Rune Buerman (Stichting Lezen)
Managing Director: Barbara Vangheluwe (Leo Burnett)
Creative Director: Tom Loockx (Leo Burnett)
Creative Director: Jorrit Hermans (Leo Burnett)
Traffic Manager: Veronique Allard (Leo Burnett)
Poet: Joke Van Leeuwen ()
Poet: Stijn Vranken ()
Poet: Lies Van Gasse ()
Poet: Ester Naomi Perquin ()
Graphic Design: Benoit Germeau (Leo Burnett)

Brief Explanation
Each year The Reading Foundation organises Poetry Day. As a cultural organisation The Reading Foundation is very tight on production budget €800 euros. On top they wanted to communicate an event that is often perceived as dull and difficult by the big audience. The general public considers poetry as "incrowd-ish," intellectual and not entertaining at all.
How can we make poetry hot, fresh and young? How can we draw maximum attention to Poetry Day? How can we offer something to our target that changes their perception and behaviour towards poetry?
With Out of Office Poetry.