RKCR/Y&R & Saint@RKCR/Y&R Promo, Case study TWITTER KNITTER by Y&R London


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Industry Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market United Kingdom
Agency Y&R London
Creative Director David Gamble
Art Director Jamie-Philip Woodington
Copywriter Richard Fox
Creative Sam Butterfield, Alex Shapowal
Designer Sian Allen, Andy Broughton
Typographer Neil Craddock, Lee Burns
Released December 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: RKCR/Y&R & SAINT@RKCR/Y&R
Agency: RKCR/Y&R
Date of First Appearance: Dec 8 2010
Entrant Company: SAINT@RKCR/Y&R, London, UNITED KINGDOM
Entry URL: http://www.twitterknitter.co.uk/
Creative Director: David Gamble (Saint@RKCR/Y&R)
Art Director: Jamie Woodington (Saint@RKCR/Y&R)
Copywriter: Richard Fox (Saint@RKCR/Y&R)
Creative: Sam Butterfield (Saint@RKCR/Y&R)
Creative: Alex Shapowal (Saint@RKCR/Y&R)
Project Director: Roberto Cervantes (Saint@RKCR/Y&R)
Project Manager: Melissa Hunter (Saint@RKCR/Y&R)
Digital Researcher: Louise Engelbersten (Saint@RKCR/Y&R)
Technical Director: Yiannis Poulakas (Saint@RKCR/Y&R)
Deputy Head of Digital Art: Shaban Siddiq (Saint@RKCR/Y&R)
Innovations Director: Chris Jefford (Saint@RKCR/Y&R)
Head of Digital Art: Nick Clement (Saint@RKCR/Y&R)
Typographer: Lee Burns (Saint@RKCR/Y&R)
Typographer: Neil Craddock (Saint@RKCR/Y&R)
Scripter: Raj Gorsia (Saint@RKCR/Y&R)
Scripter: Adam Mustill (Saint@RKCR/Y&R)
Designer: Sian Allen (Saint@RKCR/Y&R)
Designer: Andy Broughton (Saint@RKCR/Y&R)
Media placement: Online - Www.twitterknitter.co.uk - 8th December 2010
Media placement: DM Email - Email To Agency Contacts - 8th December 2010
Media placement: Digital Projection Screens On The London Underground - Euston, Camden Town - 10th December 2010

Insights, Strategy & the Idea
We (RKCR/Y&R and Saint@RKCR/Y&R) wanted to send a Christmas message to our clients but we wanted to do it in a way that represented us, our culture and what we do. We are also in the rather unusual position of being a top 3 London advertising agency but being based in Camden, so we decided to do something that reflected this. Camden is a diverse borough and although it has affluent areas, it also has a huge amount of poverty, and homelessness. It was the worst winter in nearly 40 years so we wanted to do something that would help people in our community, raise the profile of some of these issues, and hopefully a few smiles too.

Creative Execution
We combined one of the latest technologies - Twitter - with one of the oldest - knitting - to create Twitter Knitter. We asked our friends, clients, colleagues, and Twitter followers to send us warm and witty festive tweets (using the hashtag #WarmUpCamden) to help us warm-up Camden. CBS Outdoor also kindly offered us use of their digital cross-track projections at Camden Town, and Euston underground stations to help promote our cause.

The messages started coming in to our woolly winter wonderland - where our knitters were based - and we started turning the warmest and wittiest tweets into even warmer festive scarves. The entire experience was streamed live, and people were notified as soon as their tweets were being turned into scarves. After two weeks we packaged all the scarves up and headed out into the cold to distribute them to cold Camden folk.

Results and Effectiveness
Twitter Knitter received over 500 tweets and produced over 60 scarves which, when distributed, brought some warmth and raised a few smiles in our local community. The project ran for just 2 weeks in December, and we received over 6,400 unique visitors during this period. Internally, almost everyone in the agency was at some point involved with Twitter Knitter; from washing and ironing scarves, to speaking to journalists, making tea, and giving the finished scarves out in Camden, it truly was a group effort, and very much in keeping with the spirit of Christmas.