Young Lions Czech Republic 2018 Media category - Team 3

2. The term “creative campaign” is understood by
agencies, but remains vague for clients — so they
mistrust it.
What they understand as a “creative campaign” is
the tip of the iceberg — there is strategy, research
and reason driving the “creative” end result.

3. “We want to help advertisers to better understand
the value of creativity campaigns for their
business success.”
TO HELP
BUSINESS
OWNERS
UNDERSTAND
WHAT, AND
HOW
EFFECTIVE A
CREATIVE
CAMPAIGN IS —
CREATIVELY.

4. of the top 300 Czech advertisers —
people who see the big picture of
company performance, logical and
numbers-oriented.
We need to show them that agency
creativity is not random — it’s based on
deep research and strategy.
CEOs & Managing Directors

5. WE NEED A REVOLUTION in how creative agencies
and clients understand each other.
And the best option is, to work together.
THE BEST WAY TO
FOR SOMEONE TO
READ YOUR
MESSAGE, IS TO
MAKE A REALLY,
REALLY BIG
STATEMENT.

6. OPERATIO
NSHOUT AKA creates a manifesto microsite presenting
research on creativity and effectiveness, co-signed
by all creative agencies who believe in the core
message: Creative Campaigns Sell.
AKA compiles a list of basic contact details of TA
(name, e-mail, phone, work address, etc).
AKA pools the targets and invites agencies to
choose one or more they want to pitch their services
to, based on business compatibility.

7. OPERATIO
NSHOUT
Each agency creates a proposal for their chosen
client, showing effective, researched creativity —
tagged with the message: We have something to
prove.
E.g. Rebranding idea, visual identity proposal,
digital communication strategy
The budget and medium is up to each agency.
MANDATORY
:Lead targets to the
manifesto microsite.

8. OPERATIO
NSHOUT
One week before the Cannes Lions festival,
all agencies release their messages.

9. Operation Shout LinkedIn and Facebook profiles share
the manifesto and teasers from every client pitch.
Microsite traffic and Operation Shout’s measure of
success are published on the microsite during Cannes
Lions, proving that creative campaigns sell.
Demanding the attention of advertisers with a
flood of researched creative campaigns can
trigger a ripple-effect in the industry.

10. MECHANIC
S
OPERATION SHOUT
by AKA
D-DAY
Messages are
delivered in one
moment to clients
timing: one week before
Cannes Lions festival
‘creativity sells’ evidence
WE HAVE SOMETHING TO
PROVE
profile on linkedin
with project
manifesto
SOCIAL MEDIA
PROJECT WEBSITE
gallery of all proposals
made in the activation
content: proposals
for specific clients
manifesto
counter
how long the web is alive
infographic how creative
campaigns sell
one week later
PROJECT WEBSITE
gallery
manifesto
counter
the infographic shows how many
clients visited our website
it’s visual proof that creative
campaigns sell.
OPERATION
SHOUT
Each agency chooses one
potential client and prepares
a personal creative proposal