Freeport Promo, Case study SUPERSTICIOUS OUTDOOR by Leo Burnett Iberia Madrid

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Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market Portugal
Agency Leo Burnett Iberia Madrid
Executive Creative Director Erick Rosa, Renato Lopes, Fernando Duarte
Creative Director Chacho Puebla
Art Director Thiago Cruz E Pedro Hefs
Copywriter Pedro Ribeiro, Jaime Nascimento
Producer Cristina Almeida
Released October 2010

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: FREEPORT
Date of First Appearance: Oct 27 2010
Entry URL:
Creative Director: Chacho Puebla (Leo Burnett Iberia)
Executive Creative Director: Erick Rosa/Renato Lopes (Leo Burnett Iberia)
Art Director: Thiago Cruz (Leo Burnett Iberia)
Copywriter: Jaime Nascimento/Pedro Ribeiro (Leo Burnett Iberia)
Account Director: Paula Lopes (Leo Burnett Iberia)
Account Executive: Raquel Pinheiro/Mafalda Coelho (Leo Burnett Iberia)
Public Relations: Marta Guimarães (Leo Burnett Iberia)
Producer: Cristina Almeida (Leo Burnett Iberia)
TV Producer/Editor: Hugo Lage (Leo Burnett Iberia)
Graphic Producer: António Franca (Leo Burnett Iberia)
Video: (Mastershot)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Outdoor - Street Billboard - 27/10/2010

Insights, Strategy & the Idea
Freeport, the biggest outlet in Europe, is known for its exhibition centre which was created to attract costumers. Freeport needed to promote the strangest exhibition it had to date: The Witchcraft Exhibition. It was expected that this kind of exhibition would generate a lot of denial and desbelief, so we wanted to challenge the established preconceptions about this subject. People say they don’t believe in witchcraft but then they avoid going under a ladder. This is what we wanted to point out and what we wanted people to think about. Definitely a good reason to visit Freeport.

Creative Execution
We dared people to visit by creating the Superstitious Billboard. We installed a ladder, one of the main symbols of superstition, on a billboard.
But it was a ladder with sensors that detected who chose to pass beneath it and who chose to go around it.

Results and Effectiveness
Clearly, the number of superstitious people won, and so did the exhibition which was a success both of public and earned media.