HEY! THAT'S MY AD by Leo Burnett Iberia Madrid for Portfolio Night

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HEY! THAT'S MY AD

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Spain
Agency Leo Burnett Iberia Madrid
Creative Director Francisco Cassis, Sergio Lobo
Art Director Emilia Bertola
Copywriter Covadonga Diaz
Producer Hugo Lage, Enrique Domenech, Alvaro Ojeda, Antonio Ojeda, Natacha Martín
Digital Creative Fred Bosch
Released April 2010

Credits & Description

Category: Best Research
Advertiser: PORTFOLIO NIGHT
Product/Service: PORTFOLIO NIGHT 8
Agency: LEO BURNETT IBERIA
Date of First Appearance: Apr 20 2010 12:00AM
Entrant Company: LEO BURNETT IBERIA, Madrid, SPAIN
General Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Francisco Cassis (Leo Burnett Iberia)
Creative Director: Sergio Lobo (Leo Burnett Iberia)
Copywriter: Covadonga Diaz (Leo Burnett Iberia)
Art Director: Emilia Bertola (Leo Burnett Iberia)
Digital Creative: Fred Bosch (Leo Burnett Iberia)
Head of Digital: Alfredo Laguía (Leo Burnett Iberia)
Head of Programming: Victor Moreno (Leo Burnett Iberia)
Programmer: Luis Marcano (Leo Burnett Iberia)
Programmer: Horacio Panella (Leo Burnett Iberia)
Project Manager: Sarah Okrent (Leo Burnett Iberia)
Producer: Enrique Domenech (Arena Shots)
Producer: Natacha Martin (Leo Burnett Iberia)
Producer: Alvaro Ojeda (Leo Burnett Iberia)
Producer: Antonio Ojeda (Leo Burnett Iberia)
Producer: Hugo Lage (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Ambient Stunt - Direct - April 20, 2010
Media placement: Viral Videos - Direct - April 20, 2010
Media placement: Email - Direct - April 20, 2010
Media placement: Direct Print Collateral - Direct - April 20, 2010
Media placement: Webiste - Direct - April 20, 2010

Results and Effectiveness
Results: 11 out of the 11 creative directors contacted accepted the invitation. Plus… The virals were viewed more than 200,000 times (the creative population here is less than 8,000) and the event sold out in the first 48 hours after launching eseanuncioesmio.com (thatsmyad.com) Only 3 creative directors tried to kick the actor’s ass. All of them sent greetings to our mother@!¢&s. *We also launched this campaign in Portugal and you can see the Portuguese creative directors at www.esseanuncioemeu.com

Creative Execution
Solution: We hired an actor, we asked him to pretend to be an intern and we got him interviews with the top creative directors in Spain. In each interview his portfolio had a copy of a famous ad from that creative director. We let the laptop webcam roll and waited for the reaction. When the intern was about to be kicked out, he revealed the joke and gave the invitation to the creative director. Invitation Everybody knows your work, but you don’t know the work of the young creatives. With all this hilarious material, we also created a website and a viral campaign to invite young creatives to register.

Insights, Strategy & the Idea
Challenge: How do you get Spain's top creative directors to participate in Portfolio Night, a portfolio review and recruitment event for young creatives? You do your research and you hit them where it hurts them the most: their egos.