标题 | Pin the Pink |
广告公司 | McCann Worldgroup Romania |
广告战役 | Pin the Pink |
广告主 | FUNDATIA RENASTEREA |
品牌 | FUNDATIA RENASTEREA |
首次发布日期 | 2015 |
行业领域 | 公共安全、保健及卫生 |
问题 | 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. |
结果 | 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. |
媒体类别 | 案例研究 |
长度 | |
Soundtrack | Left Hand Free by Alt-J |
首席创意官 | Adrian Botan |
首席创意官 | Nir Refuah |
文案 | Sandra Bold |
美术指导 | Nadejda Ghilca |
Client Service Director | Ionela Buta |
Client Service Director | Dana Hogea |
Group Account Manager | Gabi Alexandrescu |
客户经理 | Alina Carasol |
编程人员 | Alexandra Visan |
客户总监 | Lavinia Chican |
PR manager | Carmen Bistrian |
客户经理 | Ada Brutaru |
文案 | adam kubi |