(AdPlayers.ro, Iulian Toma)
Leo Burnett & Targett a adus singurul premiu Cannes Lions 2009 al unei companii de marketing si comunicare din Romania. Agentia de publicitate condusa de fratii Ioana si Stefan Iordache a castigat cu un proiect pentru Muzeul National de Istorie Naturala Grigore Antipa, un Bronze Lion la sectiunea Media Lions, categoria Turism si Timp Liber (Travel, Entertainment & Leisure). Echipa agentiei a fost formata din Mihai Botarel - Copywriter, Ghica Popa, Art Director (acum director de creatie la Punct Advertising) si Emilian Arsenoaiei, Creative Director (acum la Arsenoaiei & Matasel).
Pe langa premiul castigat de Leo Burnett, singurele prezente romanesti remarcate in finala Cannes Lions au fost Grey cu doua intrari la sectiunea Outdoor, categoria Punct de Vanzare (Point of Purchase: Small Scale) si agentia Arsenoaiei & Matasel, la sectiunea PR Lions, categoria „Best Use of Live Events and or Celebrity endorsement” cu o campanie pentru prevenitrea accidentelor, pentru Politia din Bucuresti.
FINALISTI CANNES LIONS 2009
OUTDOOR LIONS - B01 Point of Purchase: Small Scale
PUNK, EASTPAK,
EASTPAK BACKPACKS,
GREY BUCHAREST, ROMANIA
GRAFFITI, EASTPAK,
EASTPAK BACKPACKS
GREY BUCHAREST ROMANIA
PR LIONS - Best Use of Live Events and or Celebrity endorsement
ACCIDENTS CAN HAPPEN TO ANYONE!
THE BUCHAREST POLICE
ROAD SAFETY CAMPAIGN
ARSENOAIEI & MATASEL,
Bucharest ROMANIA
BRONZE LION,
MEDIA LIONS - C07 Travel, Entertainment & Leisure
THE DINOSAUR EXHIBITION,
THE GRIGORE ANTIPA NATURAL HISTORY MUSEUM
THE GRIGORE ANTIPA NATURAL HISTORY MUSEUM
LEO BURNETT & TARGET, Bucharest *, ROMANIA
Full credits:
Type of Entry: Product & Service
Category: Travel, Entertainment & Leisure
Title: THE DINOSAUR EXHIBITION
Advertiser/Client: THE GRIGORE ANTIPA NATURAL HISTORY MUSEUM
Product/Service: THE GRIGORE ANTIPA NATURAL HISTORY MUSEUM
Entrant Company: LEO BURNETT & TARGET Bucharest, ROMANIA
Advertising Agency: LEO BURNETT & TARGET Bucharest, ROMANIA
Creative Credits
Mihai Botarel, Copywriter
Ghica Popa, Art Director
Emilian Arsenoaiei, Creative Director
Details:
Results and Effectiveness:
The campaign ran simultaneously in 5 towns and caught the eye of major TV stations and newspapers. Throughout the exposition, the numbers of daily visitors increased by 200%.
Creative Execution:
We buried dinosaur bones all over town and asked people to find them and to re-assemble a skeleton. Instead of a classic campaign, we gave them an adventure. We asked a plastic artist to reproduce the skeleton of a T-Rex, in real size and texture. Then, we spread the bones all over town, burying them in different places like parks and school forums. Then we spread rumours about buried dinosaurs in the neighbourhood.
Insights, Strategy and the Idea:
The Romanian Museum of National History organized one of the biggest dinosaur exhibitions in the world, with skeletons from as far as South America. We needed to communicate it to kids and teenagers.
