Eurobest Promo, Case study 20 YEARS by Fuel Lisbon

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20 YEARS

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Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market Portugal
Agency Fuel Lisbon
Director Nuno Portimão
Creative Director Marcelo Lourenco, Pedro Bexiga
Art Director Ricardo Marques, Gustavo Costi, Rodolfo Amaral
Copywriter Andreia Ribeiro
Producer Sandra Sousa
Released October 2011

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: EUROBEST YOUNG CREATIVES
Product/Service: PROMOTIONAL SONG
Agency: FUEL LISBOA
Creative Director: Pedro Bexiga (Fuel)
Creative Director: Marcelo Lourenço (Fuel)
Copywriter: Andreia Ribeiro (Fuel)
Art Director: Ricardo Marques (Fuel)
Agency Producer: Pedro Silva (Fuel)
Executive Producer: Alexandre Montenegro (Show Off Films)
Director: Nuno Portimão (Show Off Films)
Dop: Vitor Rebelo (Show Off Films)
Producer: Sandra Sousa (Show Off Films)
Original Music: Tozé Brito/José Cid
Music: Manuel Faria (Indigo)
Singer: Sara Sezifredo
Client: Ana Paula Costa (Mop)
Media placement: Viral Video - Facebook, Youtube - 31 October 2011
Media placement: Press Campaign - Meios & Publicidade Newspaper - 3 November
Media placement: Creative Jukebox - Facebook App - 5 November

Summary of the Campaign
To Introduce the Eurobest Young Creatives Competition we invited the most famous creative directors in Portugal to sing a tune written by the portuguese king of pop, José Cid ...

We launched a viral with 27 of the most prestigious and awarded names in portuguese advertising singing together.

The song, '20 years' talks about how sad it is getting old since only creatives under 28 could participate. The message could only be: 'They can't enter anymore. Good for you'.

The film was a huge success, shared on Facebook more than 3,000 times in just 1 week, and creating headlines in sites and newspapers both local and international, bringing to a Portuguese contest a worldwide awareness.

To keep the buzz in the following weeks, we created a Facebook page where we shared ads with old photos of the creative directors and also launched the 'Creative Jukebox' where everyone could combines their voices to create exclusive samples of the music.

The result: entries in the competition increased by almost 50% and everyone discovered that these guys as singers are great creative directors.

The Situation

Eurobest (one of the most important creative festivals in Europe) had to launch in Portugal the Young Creatives Competition, inviting young professionals to participate. But how do you talk to this sceptical and random target, who doesn’t watch TV anymore and spends all the time jumping from Facebook to Pinterest, to Twitter and so on. On top of that, in 2011, the level of complexity of the competition increased, with the briefing asking for TV spots with 'airing quality' (the winner will have media space paid by the Caixa Geral de Depósitos Bank, the main sponsor of the competition). So the number of participation was expected to drop strongly.

The Goal
The main goal was to get all the Portuguese ad people to talk about the competition – especially the creative directors, the ones that should push the young creative teams to participate and supporting them with all the means necessary. But how can you make the top of the food chain in advertising business aware (and eager to support) the young guys willing to participate?
Simple: Let’s use them to communicate the competition. The creative directors will be the stars of the campaign.

The Strategy
The insight: let’s use the 'old' creatives to communicate with the young ones. This proved to be just what Eurobest needed. With top names in the advertising business as protagonists in the campaign, the competition suddenly became everybody's business, not only restricted to a bunch of students and wannabe copywriters and art directors. All that without losing the interest for the main target: the young creatives.

Execution
To produce the campaign, we convinced 27 of the top creative directors in Portugal to sing a tune written by Jose Cid (the 'Portuguese King of Pop'). The song '20 years' talks about how sad it is getting old. Since only creatives under 28 could participate the message it could only be: 'They can’t enter anymore. Good for you."
The viral spot was produced in only 2 days along with the launch on the internet for the first day of the competition (when the official briefing for the job was a post-it at the Eurobest site). To keep the buzz in the following weeks, we created a Facebook page where we shared ads with old photos of the creative directors and also launched the 'Creative Jukebox', an app where everyone could combine the voices of the creative directors to create exclusive samples of the music.

Documented Results
The viral spot was launched at October, 31, 2011 and was a huge success; it has been shared more than 3,000 times on Facebook in just 1 week creating headlines in sites and newspapers both local and international, bringing to the Portuguese contest a worldwide awareness. The buzz was so great that 'Meios e Publicidade', one of the most influential magazines in the Portuguese ad business selected the spot as one of the '10 projects to talk about it in 2011'.

The Result: Entries into the competition increased by 48%, being the most successful Young Creative Competition in the history of the festival in Portugal.