FUNDATIA RENASTEREA - "Pin the Pink"

McCann Worldgroup Romania

McCann Worldgroup Romania Bucharest, Romania

Премии

8643

Бренд: FUNDATIA RENASTEREA
Страна: Romania

Рекламодатель: FUNDATIA RENASTEREA

Заголовок	Pin the Pink
Агентство	McCann Worldgroup Romania
Кампания	Pin the Pink
Рекламодатель	FUNDATIA RENASTEREA
Бренд	FUNDATIA RENASTEREA
Дата первой трансляции/Публикации	2015
Бизнес сектор	Общественная безопасность, здоровье и гигиена
Проблема	Insight: Social campaigns never get noticed and fall under the radar due to the lack of media budgets. Strategy: Piggy back ride on other brands and their already approved media budgets. Idea: Convince the biggest brands to donate prime time air time for breast cancer awareness on international women’s day and make all Romania join the cause and turn celebrity visuals into campaign ambassadors.
Результат	Coca-Cola, KFC, Pizza Hut, Rom and Napolact donated their TV commercials on 4 national channels 1250 pinned outdoors 20 cities joined the movement 79 celebrity endorsers 2.3 million women saw the ribbon on TV 220.000 euro in free media A guerilla campaign of pink ribbon pinning, the international symbol of breast cancer awareness. We made everybody see and talk about the pink ribbon by convincing brands to postproduction pin it in their commercials and air it prime time on women’s day. We also made a 5 different sizes pink ribbon kit for people to order or download, take to the streets and pin it on all the posters and visuals of famous people. We wanted to make everybody an ambassador of the campaign by placing all media in the hands of the people. The campaign site encouraged people to order home the 5 size ribbon kit or download it from the website and make their own ribbons, take them on the streets and pin all the celebrities they encounter. From writers to models, from composers to movie stars, the pink ribbon was pinned in the chest of all the city’s statues, posters, bus shelters, stencils and shop windows.
Тип медиа	Анализ ситуации
Длина	139 seconds
Звуковая дорожка	Left Hand Free by Alt-J
Главный креативный директор	Adrian Botan
Главный креативный директор	Nir Refuah
Копирайтер	Sandra Bold
Арт-директор	Nadejda Ghilca
Client Service Director	Ionela Buta
Client Service Director	Dana Hogea
Group Account Manager	Gabi Alexandrescu
Специалист по работе с заказчиками	Alina Carasol
Программист	Alexandra Visan
Директор рабочей группы клиента	Lavinia Chican
PR-менеджер	Carmen Bistrian
Специалист по работе с заказчиками	Ada Brutaru
Копирайтер	adam kubi