Brand Experience and Activation > Product/Service
PRODIS MAILING
VITRUVIO LEO BURNETT, Madrid / PRODIS DOWN'S SYNDROME FOUNDATION / 2008
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
We wanted to capture the attention of the media to create as much awareness as possible for an initiative of extraordinary human interest.
Effectiveness
The response was beautiful. Every single publication covered this unique initiative. But most significantly, all of them called the agency to say how moved they were by this campaign.
Implementation
We created a standard press release in which we told the advertising industry that we had new creatives working for us and we invited them to take a look at their latest work.The journalists would then see that all of our 'new creatives' were kids with Down's syndrome.
Relevancy
We made it impossible for them not to look at the DVD, where they found out all about the campaign and understood the press release.
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