THE OFFICIAL SPONSORSHIP OF THE AZERBAIJANI OLYMPIC WRESTLERS by Grey New York for Febreze

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THE OFFICIAL SPONSORSHIP OF THE AZERBAIJANI OLYMPIC WRESTLERS

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Industry Air Fresheners
Media Film
Market United States
Agency Grey New York
Associate Creative Director Marie Ronn, Erik Tell
Executive Creative Director Per Pedersen
Creative Director Jeff Stamp, Rob Lenois, Rob Perillo
Account Supervisor Diana Silfen
Released June 2012

Awards

Cannes Lions 2012
Promo and Activation Lions Best Sponsorship or Partnership Campaigns Bronze

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Sponsorship or Partnership Campaigns
Advertiser: P&G
Product/Service: FEBREZE
Agency: GREY NEW YORK, USA
Advertiser P&G
Product FEBREZE
Entrant GREY NEW YORK, USA
Type of Entry: Use of Promo & Activation
Category: Best Sponsorship or Partnership Campaigns
Title: THE OFFICIAL SPONSORSHIP OF THE AZERBAIJANI OLYMPIC WRESTLERS
Advertiser/Client: P&G
Product/Service: FEBREZE
Entrant Company: GREY NEW YORK, USA
DM/Advertising Agency: GREY NEW YORK, USA

Executive Producer: Elizabeth Krajewski (Beast)
Editor, TV: Adam Smith (Beast)
Editor, Digital: Rebecca Beluk (Beast)
Creative Director: Jeff Stamp/Rob Perillo/Rob Lenois (Grey New York)
President/Chief Creative Officer: Tor Myhren (Grey New York)
Executive Creative Director: Per Pedersen (Grey New York)
Associate Creative Director: Erik Tell (Grey New York)
Associate Creative Director: Marie Ronn (Grey New York)
Co-Chief Creative Officer: Jeff Odiorne (Grey New York)
Associate Director Of Broadcast: James McPherson (Grey New York)
Agency Producer: David Cardinali (Grey New York)
Assistant Producer: Zachary Flemming (Grey New York)
Account Director: Jean Donahue (Grey New York)
Account Supervisor: Diana Silfen (Grey New York)
Account Executive: Emily Darby (Grey New York)
Business Manager: Beverly Beach (Grey New York)
Executive Producer: Dawn Laren (Grey New York)
Executive Producer: Lizzie Schwartz (Moxie)
Director, TV: Jared Hess (-)
Director, Digital: Luke Franklin (-)

Describe the brief from the client
Febreze, the odour elimination brand from P&G, wanted an Olympic campaign for the London 2012 games. With most brands featuring the obvious big star athletes in their ads, we wanted to stand out and break through the clutter. To do so, we decided to track down the biggest odour challenges of the Olympic games. And we didn’t just want them to star in our commercials: we wanted to become their official Olympic sponsor. We set out to prove that if we can beat their odours, we can beat any odour in our target audience’s homes.




Describe the creative solution to the brief/objective.



After an extensive, and at some times horrifying, search of every sport and their odours, we found one clear winner: wrestling. And no country takes wrestling more seriously than Azerbaijan. This proud nation boasts wrestling as its national sport and welcomed our offer of partnership. And thus the Febreze Official Sponsorship of the Azerbaijani Olympic Wrestling Team was born.




Describe the results in as much detail as possible.



This campaign is still running throughout London 2012 and beyond so the results are preliminary. With the unusual sponsorship of the Azerbaijani wrestlers Febreze managed to put a creative spin on the corporate P&G Olympic Partnership. The biggest odour challenge at the Olympics was defeated and people in London were given a first-hand experience of the efficacy of Febreze. The sponsorship generated 11 different documentary shorts that were shared with more than 1m Febreze fans on Facebook. As part of the global Febreze campaign, 1.1bn media impressions were generated, and Febreze grew its share in a soft market with more people attributing odour elimination to the brand than before.




We flew the team to London and let them work up an Olympic-sized stink. We then conducted a series of Febreze Experiments by having blindfolded and unsuspecting people smell the team’s sweaty jockstraps, shoes, etc. (after they had been Febrezed of course). When we asked them what they could smell we got answers like: 'a Strawberry Milkshake' and 'Passion fruit'.
Not only did this prove that Febreze really works against tough sports odours, it proved to people at home, watching the experiments online and on TV, that if we can beat the wrestler’s odours, then we could surely beat any odour in their own home.