Direct > Product/Service
LOOKING FOR CREATIVES
HEIMAT WERBEAGENTUR, Berlin / HEIMAT ADVERTISING / 2004
Awards:
Overview
Credits
OVERVIEW
BriefExplanation
Find creative talents for a young creative advertising Agency. Besides the three basic principles of the agency creative credo 'surprising, clever and emotionally touching' the solution should be based on a 'no to low budget'.
CampaignDescription
As an agency's creative reputation is always based on the creative work we used the entry forms for the agency's promising work for the German ADC Competition. We placed encrypted job offers within the real credits. We made them look like strange names easily to be overlooked by the corrector. After the agency's work was awarded several prizes the job offers made their way to the printed credit list in the annual. Exactly where young creatives look first and want to see their names too.
Outcome
After the release of the German ADC Annual it took a while as the hidden job offer could not be indentified on the first view. After four weeks the first ones found out and mouth-to-mouth propaganda made this coup famous. All in all the agency received more than 80 applications and this 'no budget' direct response action won two silvers and one bronze in the following German ADC competition. This made the coup even more public and still creates response from young talents at a zero euro budget.
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