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Industry Advertising agencies, Business equipment & services, Corporate Image
Media Promo & PR
Market Australia
Released September 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: THE SACK
Agency: Unsacked
Date of First Appearance: Sep 9 2009 12:00AM
Entrant Company: Unsacked, St Kilda East, AUSTRALIA
Entry URL:
Creative Director: Shane Dawson (Unsacked)
Creative Director: Ben Birchall (Unsacked)
Media placement: Online/Viral/Social Media - Online - 09/09/2009

Describe the objective of the promotion.
In 2009, the Global Financial Crisis caused thousands of advertising creatives to lose their jobs Most walked out with their heads down in shame, carrying a cardboard box. Shane Dawson and Ben Birchall instead decided to film it. Cut it. And blog it for as long as it took to get a new job. 26 days later, they had 52,000 views, access to the best agencies in the country, and interest from all over the world.

Describe how the promotion developed from concept to implementation
The Sack used the simplest of social media to reach their market. Everything was done in-house. Literally in their houses. The videos were filmed by day, cut by night, posted on Youtube the next morning, linked to a Tumblr and promoted on Facebook and Twitter. This drew the interest of advertising media outlets B&T, Campaign Brief, Mumbrella, Adrants and others, which drew more views, more followers and more buzz, resulting in mainstream media attention nationally.

Describe the success of the promotion with both client and consumer including some quantifiable results
The numbers speak for themselves. 52,000 views. 415 twitter followers. 315 facebook friends. Dozens of interviews with major agencies. All of this resulted in solid freelance work, culminating in an ongoing stint at Clemenger BBDO Melbourne. So the project's success rate is 100%.

Explain why the method of promotion was most relevant to the product or service
The target market for the Sack project were major agency creative directors. So they hit them where they live - Facebook. The entire advertising industry is unhealthily obsessed with social media. If you can give them something compelling, you have a captive audience, huddled around Macs in agencies all over the world. There is no better way to be seen, heard, and eventually hired.