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
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, Antonio Ojeda, Álvaro Aparicio, Natacha Martín
Digital Creative Fred Bosch
Released April 2010

Credits & Description

Category: Sponsorship or Partnership Campaigns
Advertiser: PORTFOLIO NIGHT
Product/Service: YOUNG CREATIVE RECRUITMENT
Agency: LEO BURNETT IBERIA
Date of First Appearance: Apr 20 2010 12:00AM
Entrant Company: LEO BURNETT IBERIA, Madrid, SPAIN
Entry URL: http://www.ourawardsite.com/madrid/thatsmyad/promo/
General Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Francisco Cassis (Leo Burnett Iberia)
Creative Director: Sergio Lobo (Leo Burnett Iberia)
Copywriter: Covadonga Díaz (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: Víctor 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 Aparicio (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 - Ambient - April 20, 2010
Media placement: Ambient - Ambient - April 20, 2010

Describe the objective of the promotion.
Challenge: Portfolio Night is a portfolio review and recruitment event for young creatives. For the first time, the same partner agency was going to host it simultaneously in Spain and Portugal. We needed to get Spain and Portugal’s top creative directors to participate in. And also, get the young creatives to attend.

Describe how the promotion developed from concept to implementation
Solution: Create a surprising stunt, so funny and viral that could solve both challenges at the same time. Appeal to both targets with the same insight: the creative ego. We hired an actor, we asked him to pretend to be a intern and we got him interviews with the top creative directors in Spain and Portugal. In his portfolio there was always a copy of a famous ad from that creative director. And we let the laptop webcam roll. When the intern was about to be kicked out, he revealed the joke and gave the invitation to the creative director.

Describe the success of the promotion with both client and consumer including some quantifiable results
Results: 15 out of the 15 creative directors contacted accepted the invitation. The event sold out in the first 48 hours after launching eseanuncioesmio.com (thatsmyad.com) The virals were viewed more than 200.000 times (the creative population here is only 8.000). Plus… Only 3 creative directors tried to kick the actor’s ass. All of them sent greetings to our mother@!¢&s. *To see the Portuguese creative directors go to www.esseanuncioemeu.com

Explain why the method of promotion was most relevant to the product or service
Everybody knows your work, but you don’t know the work of the young creatives. With all this hilarious material, we made a website and a viral campaign to invite young creatives to register.