3-MINUTE GREY by Grey New York for Grey

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3-MINUTE GREY

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Industry Advertising agencies, Business equipment & services
Media Promo & PR
Market United States
Agency Grey New York
Editor Alex Cohan @ Grey
Released October 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: GREY NEW YORK
Product/Service: ADVERTISING AGENCY
Agency: GREY NEW YORK
Date of First Appearance: Oct 22 2009 12:00AM
Entrant Company: GREY NEW YORK, USA
Entry URL: http://grey.com/
Chief Creative Officer: Tor Myhren (Grey NY)
Agency Producer: Bennett McCarroll (Grey NY)
Agency Producer: Tiffany Jackman (Grey NY)
Agency Music Producer: Lee Brooks (Grey NY)
Editor: Alex Cohan (Grey NY)
Line Producer: Diana LeBrecque (Grey NY)
Audio: Dante Desole (Grey NY)
Graphics: Soyon Yun (Grey NY)
Media placement: Film - Live, Web, Viral - 22 October, 2009

Describe the objective of the promotion.
To boil down the essence of a 92-year-old advertising agency into a rapid fire 3 minute rant, and in doing so, carve out a strategic position against our competition.

Describe how the promotion developed from concept to implementation
The agency needed a crystal clear way to communicate their own brand. A script was written, and read at a manic pace to squeeze everything within the 3 minute limit. Then using entirely royalty free art work and our own original content, the film was created with it’s hectic editorial technique.

Describe the success of the promotion with both client and consumer including some quantifiable results
This film has galvanised a 240-office, global agency behind one mantra: “Famously Effective.” It is what we use internally to judge work, and it is the criteria by which we ask our clients to judge work. Most importantly, this film was used as the centerpiece of every single new business pitch in our New York office last year, of which they won a staggering 17 of 19 pitches.

Explain why the method of promotion was most relevant to the product or service
Most agencies take a half hour to explain their history, their brand, their process and their results in long power point presentation format. In new business pitches, this bores the hell out of prospective clients. This 3 minute film makes our introduction fast, fun and uniquely memorable.