MANY WERE CALLED. FEW WERE CHOSEN. by Proximity Toronto for Applied Arts

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MANY WERE CALLED. FEW WERE CHOSEN.

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Industry Magazines
Media Promo & PR
Market Canada
Agency Proximity Toronto
Creative Director John Gagne Agency Team:
Released February 2011

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: APPLIED ARTS MAGAZINE
Product/Service: APPLIED ARTS INTERACTIVE ANNUAL
Agency: PROXIMITY CANADA
Date of First Appearance: Mar 1 2011
Entrant Company: PROXIMITY CANADA, Toronto, CANADA
Entry URL: http://www.getaloadofthis.ca/2011/fewwerechosen/
Creative Director: John Gagné (Proximity Canada)
Associate Creative Director/Art Directo/Writer: Ari Elkouby (Proximity Canada)
Production House: Commix Communications (Commix Communications)
Sound Design: Sonny Keyes (BBDO Toronto)
Recording Studio: Ricochet (BBDO Toronto)
3D Animation: Andrei Serghiuta
Developer: Michael Svendsen (Commix Communications)
Programmer: BJ Blayney (Proximity Canada)
Technical Lead: Darrin Patey (Proximity Canada)
Agency Producer: Stef Fabich (Proximity Canada)
Media placement: Print - Applied Art Magazine (Interactive Awards Annual) - 1 March 2011

Describe the objective of the promotion.
The objective of the promotion was to attract new creative talent to our agency while reducing headhunting fees. We targeted Applied Arts (Canada’s most prestigious communications magazine), and its over 40,000 creative professionals who make up their subscription base each year.

Describe how the promotion developed from concept to implementation.
An agency creative approached the magazine about being appointed to the Applied Arts Interactive Annual jury panel, and then turned his bio headshot into a talent attraction and interactive experience. When readers held the jury panel page in the magazine up to their webcam, the experience came to life - triggered by the specially designed bio photo of our judge.

In the bio description readers were directed to www.FewWereChosen.ca where they watched hundreds of 3D animated characters lunge towards the annual in their very hands. Most of the characters would bounce off of the page, while a worthy few slipped past the judges and entered the book.

Explain why the method of promotion was most relevant to the product or service.
For the agency, the bio photo was a staid convention in the world of awards books and presented an opportunity to stand out amongst the other agencies in the annual. It also embraced the spirit of the digital work that the annual was celebrating while demonstrating the kind of thinking the agency values, and talent we seek to hire.

For the magazine, the experience brought their publication to life for the first time in its 25 year history while driving additional sales. It also positioned the publication as an object of desire that the creative community wants to be a part of.

Describe the success of the promotion with both client and consumer including some quantifiable results.
- Over 500 new creative job applications to the agency.
- We saved over 100,000 in headhunting fees.
- Press coverage by dozens of national and international industry publications.
- Experienced by creatives in virtually every country across the globe.
- 12% increase in magazine sales over last year.