Cannes Lions
YOUNG & RUBICAM BRANDS ITALY, Milan / ART DIRECTOR'S CLUB / 2012
Overview
Entries
Credits
Description
ADCI, Art Directors Club Italiano, wanted its awards to regain the importance of the last couple of years. Winning an ADCI Award had to become a great aspiration for Italian creatives once again.
Execution
As the days left to the ADCI call for entries closure were running out, we created a countdown campaign, posted on the main advertising blogs with fake international credits. The visuals were hidden numbers in the graphics and every number represented exactly the days left to the expiration date.Creatives were really attracted and went looking for the campaigns, but they didn’t get them immediately and took a bit of time to understand them.The trick was explained by the baseline: “Instead of wasting time with other people’s campaigns, make yours great. Submit them to www.adci.it/awards”.
Outcome
Viewers and fans of ADCI page increased 18-20% on Facebook and Twitter.The trend of submissions grew 55% in comparison with 2011, in a year where the figures expected were of 25- 30% shrinkage.
Similar Campaigns
12 items