The InternationalHorsemeat Council"A Problertunity Awakens"Advertising PresentationMarch 2nd, 2013
Agenda1. People are talking2. Taking advantage3. Creative possibilities
People aretalking● Massive awareness in  social/traditional  media● Several active  #hashtags
Taking advantage● Brand swoon -->brand boon
CreativepossibilitiesConcept 1:"Taste A Champion"
"Taste AChampion"The insight:Many people falselybelieve that horsemeatcomes from racehorses.Lets use that.
"Taste A Champion": billboard                                FLAVOR THATS WORTH                                RACING HOME...
"Taste A Champion": online banner ad                                   BET ON DELICIOUSNESS.                              ...
"Taste A Champion": print ad (emotional angle)             IT DOESNT HAVE TO END HERE.                           Taste a h...
"Taste A Champion" Sponsorship/Event Promo: ● Partner with leading horse races, i.e. Kentucky Derby ● If you bet on a hors...
CreativepossibilitiesConcept 2:"The Majestic Meat"
"The MajesticMeat"The insight:Horses have a unique andinspiring role in humanhistory, unlike any otheredible animal.
"The Majestic Meat": print ad              A KING RODE              YOUR BURGER              INTO BATTLE.                 ...
"The Majestic Meat": print ad              YOUR STEAK              ELECTRIFIED              THE WORLD.                    ...
"The Majestic Meat": print ad             YOUR SAUSAGE             STARRED IN EVERY             GREAT WESTERN.            ...
"The Majestic Meat": interactive banner ad          SO WHATS IN A HORSE ANYWAY?              Roll over the banner below to...
"The Majestic Meat": interactive banner ad                                                    BRAVERY.                    ...
"Extra" IdeasThought-starters& blue-sky thinking
"Extra" IdeasVideo Game Tie-In ● "Red Dead Redemption": Wild West epic, broadly   successful ● Likable main character kill...
"Extra" Ideas"Horse Yourself" Mobile App ● Fun, low-involvement app lets users horse-ify any photo ● Relates to hot trend ...
Thank-you.
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LEAKED: Horsemeat Council - New Ad Campaigns

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A Problertunity Awakens. LEAKED horsemeat advertising campaign presentation by unknown agency (amazing).

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  • 'If you bet on a horse that dies on the racetrack, you get to eat part of it for free'. MMmmmm, Bute AND Sodium Pentobarbital, a 'deadly' good combination. At the very least it would eliminate the horse eater market very quickly.
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  • Can't reveal where I got this (NOT FROM MY AGENCY), but being an industry insider has a couple benefits.
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LEAKED: Horsemeat Council - New Ad Campaigns

  1. 1. The InternationalHorsemeat Council"A Problertunity Awakens"Advertising PresentationMarch 2nd, 2013
  2. 2. Agenda1. People are talking2. Taking advantage3. Creative possibilities
  3. 3. People aretalking● Massive awareness in social/traditional media● Several active #hashtags
  4. 4. Taking advantage● Brand swoon -->brand boon
  5. 5. CreativepossibilitiesConcept 1:"Taste A Champion"
  6. 6. "Taste AChampion"The insight:Many people falselybelieve that horsemeatcomes from racehorses.Lets use that.
  7. 7. "Taste A Champion": billboard FLAVOR THATS WORTH RACING HOME FOR. Taste a horse. Taste a champion.
  8. 8. "Taste A Champion": online banner ad BET ON DELICIOUSNESS. Taste a horse. Taste a champion.
  9. 9. "Taste A Champion": print ad (emotional angle) IT DOESNT HAVE TO END HERE. Taste a horse. Taste a champion.
  10. 10. "Taste A Champion" Sponsorship/Event Promo: ● Partner with leading horse races, i.e. Kentucky Derby ● If you bet on a horse that dies on the track, you get to eat part of it for free ● Roll out to smaller race tracks, building on brand buzz
  11. 11. CreativepossibilitiesConcept 2:"The Majestic Meat"
  12. 12. "The MajesticMeat"The insight:Horses have a unique andinspiring role in humanhistory, unlike any otheredible animal.
  13. 13. "The Majestic Meat": print ad A KING RODE YOUR BURGER INTO BATTLE. Horse. The Majestic Meat.
  14. 14. "The Majestic Meat": print ad YOUR STEAK ELECTRIFIED THE WORLD. Horse. The Majestic Meat.
  15. 15. "The Majestic Meat": print ad YOUR SAUSAGE STARRED IN EVERY GREAT WESTERN. Horse. The Majestic Meat.
  16. 16. "The Majestic Meat": interactive banner ad SO WHATS IN A HORSE ANYWAY? Roll over the banner below to find out. Roll over to expand
  17. 17. "The Majestic Meat": interactive banner ad BRAVERY. Its a fact. Every chop, flank, and skirt of horse contains 100% more bravery than over 980 chickens combined. Horse. The Majestic Meat. CLICK HERE Horse. The Majestic Meat. CLICK HERE
  18. 18. "Extra" IdeasThought-starters& blue-sky thinking
  19. 19. "Extra" IdeasVideo Game Tie-In ● "Red Dead Redemption": Wild West epic, broadly successful ● Likable main character kills, skins, sells, eats horses ● Could surprise avid players with real horsemeat delivery, record on hidden camera, upload to YouTube ● Sponsored achievements ● Social sharing
  20. 20. "Extra" Ideas"Horse Yourself" Mobile App ● Fun, low-involvement app lets users horse-ify any photo ● Relates to hot trend as noted by viralaggregator Buzzfeed ● Feature "best" submissions on Pinterest ● "Winners" win horsemeat ● Social sharing
  21. 21. Thank-you.

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