PRESS THE 8 by Grey Milan for Gcap

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PRESS THE 8

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Italy
Agency Grey Milan
Executive Creative Director Francesco Emiliani
Art Director Letizia Bozzolini - Andrea Salvaneschi
Copywriter Francesca Andriani
Account Supervisor Emanuela Carnaghi
Illustrator Paolo Rui
Released May 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: GLOBAL CALL TO ACTION AGAINST POVERTY (GCAP)
Product/Service: ACTION AGAINST POVERTY
Agency: GREY WORLDWIDE ITALIA
Date of First Appearance: May 25 2009 12:00AM
Entrant Company: GREY WORLDWIDE ITALIA, Milan, ITALY
Entry URL: http://www.gcap.it
Executive Creative Director: Francesco Emiliani (Grey Worldwide Italia)
Head of Art: Francesco Fallisi (Grey Worldwide Italia)
Art Director: Letizia Bozzolini (Grey Worldwide Italia)
Copywriter: Francesca Andriani (Grey Worldwide Italia)
Account Supervisor: Emanuela Carnaghi (Grey Worldwide Italia)
Art Buyer: Virginia Salvucci (Grey Worldwide Italia)
Illustrator: Paolo Rui
Media placement: Press Adv - Magazine: Star Bene / Broadcast: Mondadori - 25 May 2009
Media placement: Outdoor - Grandi Stazioni (Railway Stations Network) - 22 June 2009
Media placement: Promo Cards - Milan - Rome (Promo card network) - 07 June 2009
Media placement: Web - Www.gcap.it - 03 June 2009
Media placement: Ambient (“Pressure Button") - Giro D'Italia (Traditional Cycling Competition) - 08 May 2009

Results and Effectiveness
The overall target for press (daily newspapers and economic/news magazines, periodical health magazines and promo cards) was estimated in 8.6 million people. In the case of billboards, aimed to reach the broader Italian population target, we recorded an estimated amount of 2.5 million people transiting daily. The stunt was held in Rome on the eve of the G8 summit (July, 7th) with the “Press the 8” paddling pools covered by 2 national, one German and one local TV news channel. In Italy 1,538,500 petitions were signed and showed to our leaders.

Creative Execution

Facts: Heads of State and Government were about to meet at G8 Summit in 2009. The opportunity: GCAP Italy (Global Call to Action Against Poverty) asked us to develop a strong ad communication to make citizens aware of the need to make G8 leaders meeting their commitments to fight poverty. Citizens must join the GCAP mobilisation demanding G8 governments to not forget the poor, to not cut the aids, and not break their promises. Target: First of all citizens and then the G8 leaders. The idea: We decided to invite people to literally put all the pressure they could on G8 leaders. This simple idea generated a multimedia campaign against poverty and a really big pressure effect.

Insights, Strategy & the Idea
To exert effective pressure on the G8 leaders there was the need to gather as many people as possible to make each government representative fully feel the pressure on his/her responsibilities. Our creative is a call for action targeting the citizens to join together with the slogan: “Against the poverty press the 8”. The bigger the pressure we make the more influence we will be able to build. A campaign toolkit was then developed and it included press ads, billboards, web, collaterals and promo cards in 9 different versions (one for each leader and one with all them together). The toolkit was also having a big “pressure button” used to capture the audience’s attention at key events, a web game where people had to press leaders’ heads, an event in Rome where people were invited to push the 8 inflatable paddling pool showing G8 leaders’ faces.