THE BEST & WORST IDEAS by Shackleton Spain for Cdec Foundation

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THE BEST & WORST IDEAS

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR
Market Spain
Agency Shackleton Spain
Executive Creative Director Enric Nel-Lo, Juan Silva
Creative Director Pablo Gonzalez De La Peña
Art Director Jaume Leis, Juan De Dios Cobo-Reyes
Copywriter Arturo Benlloch
Producer Susana Herráez
Account Supervisor Marta Peloche
Released April 2009

Credits & Description

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: CDEC (CREATIVE'S CLUB OF SPAIN)
Product/Service: TV SHOW
Agency: SHACKLETON
Date of First Appearance: Apr 16 2009 12:00AM
Entrant Company: SHACKLETON, Madrid, SPAIN
Entry URL: http://www.judgingishard.com/campana/cannes/bestandworst
Creative Director & Copywriter: Nacho Guilló (Shackleton)
Copywriter: Arturo Benlloch (Shackleton)
General Creative Director & Copywriter: Juan Nonzioli (Shackleton)
Creative Director & Art Director: Victor Aguilar (Shackleton)
Special Effects Editor: Jordi Canela (Shackleton)
Art Director: Juan de Dios Cobo Reyes (Shackleton)
Art Director: Jaume Leis (Shackleton)
Creative Director: Pablo González de la Peña (Shackleton)
Executive Creative Director: Juan Silva (Shackleton)
Account Supervisor: Marta Peloche (Shackleton)
General Manager: Marta Gutiérrez (Shackleton)
Executive Creative Director: Enric Nel-lo (Shackleton)
TV Production Manager: Manuela Zamora (Shackleton)
Digital Production Manager: Joaquin Garcia Morato (Shackleton)
Graphic Production Manager: Itxaro Vicuña (Shackleton)
Producer: Susana Herráez (Shackleton)
Backend Programmer: Dani Rocasalbas (Shackleton)
Media placement: Print & Outdoor Campaign - Newspapers & Magazines - 16/04/2009
Media placement: Web - Internet - 16/04/2009 And Ongoing
Media placement: Internet Videos - 2 Shots - Campaign Website - 16/04/2009 And Ongoing

Describe the objective of the promotion.
The Club de Creativos (Creative’s Club of Spain) celebrated its 10th Anniversary and wanted a campaign that escaped the advertising theme and world, capable of reaching out to the general public and demonstrating the importance of ideas and how these affect us. We were invited to pay tribute to ideas.

Describe how the promotion developed from concept to implementation
So we decided to celebrate the CdeC’s 10th anniversary by creating a campaign to award the 10 best and worst ideas of the last 10 years outside advertising. The campaign was launched in a variety of media. A press & outdoor campaign was designed suggesting some of the best and worst ideas and invited the public to participate in the popular poll in www.mejoresypeoresideas.com. Two Internet videos illustrated the campaign and once the best and worst ideas were chosen by users, these results were announced during the 6th edition of the CdeC advertising festival.

Describe the success of the promotion with both client and consumer including some quantifiable results
- Massive public participation voting online. - With 4,396 votes, “The research into stem cells” was voted the best idea of the decade and the Health Minister, Bernat Soria, personally came to receive the award. - With 5,966 votes, “Supporting the Iraq war” was voted the worst idea of the decade, but nobody showed up. - Repercussion in national and regional TV channels (Antena 3, La sexta, Telecinco, TVE), as well as in press (El Mundo, Público, 20 Minutos, Anuncios…), digital media and blogs generating great media buzz.

Explain why the method of promotion was most relevant to the product or service
We paid special attention to the creative execution because it would be seen by the general public but specially by the creatives members of the Club. For the print and outdoor campaign we created a new typography for each one. For example: to illustrate the 100m world record holder we used sneaker laces. For the idea of abolishing the military service we used parts of a gun. And to show the rounding up (change of the Spanish currency from pesetas to euros) we used a variety of coins.