Ignition 5 23.06.14


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Ignition 5 23.06.14

  1. 1. 23.06.14
  2. 2. This Week... The Scarecrow, 18th Zone Embassy, 24 hours of happy, If we made it, 18th Zone Embassy, The Happy ID The Scarecrow Chipotle 18th Zone Embassy Tortrix 24 hours of happy Pharrell Williams / Universal The Happy ID Coca Cola If we made it Newcastle Brown Ale
  3. 3. The Scarecrow Chipotle Cannes PR Grand Prix Winner Entertainment group Creative Artists Agency won the PR Grand Prix with partner agency Edelman for "The Scarecrow," an integrated campaign for client Chipotle Mexican Grill. Chipotle released a short film that takes an ultra-critical look at Big Food in order to highlight its own sustainably- sourced ethos. The film is accompanied by an interactive game. The campaign launched on YouTube with no paid media for the first four weeks. That was followed by a placement in a national newspaper and a social and PR push, as well as the launch of an interactive game and a mobile coupon meant to drive consumers to Chipotle restaurants. According to the Cannes judges, the storytelling of the video won the award for them. It was designed to really engage consumers in an emotional way on the Chipotle journey to creating a sustainable future.
  4. 4. The Scarecrow Chipotle Cannes PR Grand Prix Winner
  5. 5. 18th Zone Embassy Tortrix Cannes PR Silver Lion Winner In Guatemala there is an area called the 18th Zone that is the most dangerous and discriminated against area in Latin America. Unemployment is high and finding jobs is difficult for the people living in the area due to discrimination; prospective employers fear the applicants will have links to the various gangs that dominate the Zone. Tortix decided to do something to help the people in this area do something about getting ready for an interview and thus finding a job. The results were 3,000 interviews being set up and over 800 people being hired for a job.
  6. 6. 24 hours of happy Pharrell Williams / Universal Cannes PR Grand Prix Winner The second Grand Prix winner from Cannes this year. This campaign also won 4 Golds and one Silver! Pharrell Williams’ “24 Hours of Happy” is one of those projects that never ceases to bring a smile to the face. A continuous, 24-hour version of the singer’s hit “Happy”- which was created as part of the Despicable Me 2 soundtrack - the online experience is a riot of joyous dancing people. The video is presented as an interactive clock - users can click specific "times," watching a few seconds of each performance or just Pharrell (his bits are indicated by the dots around the clock). Aside from being simply infectious, the piece exploded to become a bona fide platform for positive change. The all- day online video prompted about 1,500 fan remakes, and caught the attention of the UN, which used the concept to raise funds and named March 20 an international day of happiness on the back of it. Check out the site here!
  7. 7. Peru has been ranked as number 16 in a happiness index in South America and this was showing in people’s ID cards. Even though you’re allowed to smile in your ID picture people were still looking miserable. Coca Cola wanted to do something to change this and make more people smile. The initiative resulted in 90% of issued ID’s being “happy IDs” a month after the campaign was launched. The Happy ID also acted as a reward card by entitling it’s owner to discounts at a variety of shops and restaurants. The Happy ID Coca Cola Cannes PR Gold Lion Winner
  8. 8. If we made it Newcastle Brown Ale Cannes Gold Lion Winner One of the best ads of the Super Bowl this year wasn’t even a Super Bowl ad! Due to budget restrictions and rights to the game, Newcastle Brown Ale couldn’t’ actually advertise during the SB. They created the “If We Made It” campaign, a series of ads touting how epically amazing their ad would be if they were actually running a Super Bowl ad. They hijacked the game and called b***ocks on Super Bowl advertising tactics with an integrated campaign about the epic Super Bowl ad Newcastle could’ve made. They released teasers, trailers, behind-the-scenes interviews with their would be stars and even a mega cheap storyboard of the ad. On game night, they showed other brands how to make their ads more epic, by tweeting their own cheap storyboard parodies of their expensive commercials seconds after the real ads aired. The teaser https://www.youtube.com/watch?v=wgbWvV6Oa4o Behind the scenes with Anna Kendrick https://www.youtube.com/watch?v=9g9wXBkdWEg#t=15 The mega huge ad they would have made https://www.youtube.com/watch?v=Oha83wAyJ34
  9. 9. If we made it Newcastle Brown Ale Cannes Gold Lion Winner