Pelican Artline Promo, Case study THE MIGHTY CARTOONIST by Blaze Advertising, GPY&R Sydney

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Industry Stationery
Media Promo & PR, Case study
Market Australia
Agency Blaze Advertising
Art Director Luke Simpkins
Copywriter Hamish Spencer
Illustrator Peter Byrne
Strategic Planner Michaela Brown
Agency GPY&R Sydney
Creative Director Julian Watt
Released March 2011

Credits & Description

Category: Best Use of Print
Product/Service: PENS
Agency: BLAZE
Date of First Appearance: Mar 7 2011
Executive Creative Director: Julian Watt (George Patterson Y&R)
Creative Director: Julian Watt (George Patterson Y&R)
Art Director: Luke Simpkins (George Patterson Y&R)
Copywriter: Hamish Spencer (George Patterson Y&R)
Production Manager: Matthew Comensoli (George Patterson Y&R)
Illustrator: Peter Byrne (Red Ape)
Planning Director: Moensie Rossier (George Patterson Y&R)
Strategic Planner: Michaela Brown (George Patterson Y&R)
Account Manager: Cormac Stanford (George Patterson Y&R)
Media placement: Press - The Australian - 7 March 2011

Insights, Strategy & the Idea
Earlier in 2011, Artline infiltrated The Ashes with their guerrilla stunt artist, Arthur Line, who (armed with just a marker, paper and a single ticket) gained the attention of the crowd and broadcast media with his satirical over-by-over drawn commentary of the game.

We continued the popularity of this artist and his satirical drawings for the 2011 World Cup held in India.

Creative Execution
During the World Cup Cricket held in India, Arthur continued his game-by-game commentary, this time via small space ‘ads’ in the sports pages of Australia’s National paper. His satirical and unrestricted commentary added a new and cutting dimension o the journalism that appeared alongside, proving the power of the pen.
There was a cartoon for each Australian game.

Results and Effectiveness
The small space and cost of the monochromatic buy punched above it's weight.
Not only did we cross the ad / branded content line, but his commentary was picked up on the Artline Facebook page, which grew to 19000 fans during the campaign.
Given Australia’s passion for Cricket, the ongoing media device of Arthur Line will continue to grow Artline’s relationship and brand.