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Golden Hammer 2017

Award Type: Advertising Awards

Veru iela 6, Rīga, LV-1010, Latvia

Phone: +371 67320439

Golden Hammer is a festival of creativity in every sense. We honour victories achieved, congratulate passionate projects and celebrate the awesomeness of bright minds that know no boundaries.

Golden Hammer evolved into a full-fledged international advertising festival in 1999, having established itself on the Latvian scene. The scrupulous traditions established since then have attracted creative agencies from more than 25 countries. Over the years, Golden Hammer’s hand-picked, multinational juries have always displayed objectivity and a meticulous approach to their evaluations, so ensuring fair competition, encouraging perfection and bringing global recognition.

We are passionate about creativity and great ideas that can only be achieved through constant change and improvement, which is why we see Golden Hammer’s role going beyond merely rewarding success. We want to trigger new solutions and broaden the creative industries’ horizons by presenting cutting-edge trends, valuable content and alternative entertainment from around the world. We understand well that advertising professionals have seen it all and are difficult to surprise, but we go all out to deliver relevant speakers, run indispensable workshops and, oh yes, throw a flamboyant party or two.

Location: Pullman Riga Old Town Hotel, Rīga, Latvia


Vanilla Skype - The Audience Casting

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Industry Cinemas, Theatres & Concert Halls
Media Digital, Interactive & Mobile, Case study
Market Romania
Agency Golin Bucharest
Executive Creative Director Eugen Suman
Creative Director Andrei Munteanu, Victor Oprisan
Agency Mullenlowe Bucharest
Released August 2016


Golden Hammer 2017
Promo & Activation Digital Or Social Media Silver
PR Unconventional Communications Silver

Credits & Description

Agency: Golin / Mullenlowe Romania
Client: Vanilla Skype Theater Play
Brand: Vanilla Skype
Product/service: Vanilla Skype
Executive Creative Director: Eugen Suman
Creative Director: Victor Oprisan
Creative Director: Andrei Munteanu
Creative Producer: Valentin Ionescu
Pr Manager: Ana Maria Trif
Pr Specialist: Raluca Manaila
Pr Specialist: Bianca Stoica
Pr Specialist: Alexandra Alboiu
Pr Specialist: Raluca Duta
Client Service Director: Alina Balan
Release Date: 24.08.2016
Romanians don’t find going to the theatre as attractive as a decade ago. 63% of Romanians NEVER go to the theatre. 72% of young people, aged 14-29, don’t choose theatre at all during their spare time. Our client is Vanilla Skype – an experimental play, with the best-known Romanian actors and written by one of the most appreciated Romanian cultural figures. The very nature of the play and its creative approach are designed for open-minded people and certainly for youngsters. So how do we convince them to come see the play?
Vanilla Skype - The Audience Casting. The first play where you had to audition on skype, as a spectator, to receive a ticket for the play.
From the very start, we positioned the play as something that is not easily, nor conventionally accessible with the “audience casting via Skype” concept.
We thought of the perfect online partner - the casting would be held by the leading actor, Marcel Iures, for a truly memorable experience. He is the only Romanian actor famous for his roles in Hollywood blockbusters.
We created the Skype account – Vanilla Skype Theatre and invited people to connect with it and pass the audience casting. KOLs, journalists immediately picked up the subject and started a debate around the play and its provocative communication.
All who entered the video call on Skype were welcomed by Marcel Iures and went through a 3-minute interview with the actor.
All representations of the play were sold out.
Generate engagement with the target on Facebook: social media posts and videos on Vanilla Skype page – engaged users: 20,791 (+107%) | Reach: 607,593 (+102%) | Interactions (likes, shares, comments): >
000 (+100%);
Reach: Press – 4,779,597 audience and readership;
Over 280,000 views (+86%) on the videos which promoted the show;
Over 40 KOLs (+300%) wrote about us;
Over 150 articles and 50 online posts (+185%).
Vanilla Skype was one of the main Romanian cultural events in September.