A campaign going out to creatives asking them to enter their best work into an award show, needs to be creatively strong itself. It just lends it the needed credibility. We felt that this execution was very original and made our target market interact with it in a way that was interesting and enjoyable. It’s easy for this specific target audience to dislike any advertising. It didn’t happen here, which increased its relevance.

This annual campaign goes out to a very tough audience who’s historically been very harsh on it. Judging by the general response and on social media, this time round it was the most well-received Loerie Awards campaign in years, improving the relationship between the show and the industry.

And while we were only targeting about 2000 people in the creative industry directly, we received well in excess of 2000 click-throughs to the Loerie Awards website - a click-through rate that’s 1000% more than the global average. Adding to that was a 20% increase in the amount of digital advertising entries received.