Cannes Lions

13 YEARS IN ROMANIA

STARCOM MEDIAVEST GROUP, Bucharest / AVON / 2011

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Overview

Entries

Credits

Overview

Execution

We enlisted a top writer to pen a play that would resonate and entertain audiences. “It’s 13, what luck!” incorporated real stories of AVON Representatives; chock full of comic relief, dancing and singing.

Since the play followed the lives of representatives, it seemed only appropriate to cast real people, so we sought out 13 regular people to form our cast. Recruitment was executed via online, print and OOH. Our website www.13norocosiavon.ro served as the audition where regular folks uploaded a video of them performing regular activities: •A 50 year old woman preformed with a wooden spoon while cooking dinner•A 35 year old man who recites verses from famous authors while he is at work•A 25 year old woman with a beautiful voice performs in the showerNearly 1,000 people posted their one minute video to star on the AVON stage.

Outcome

After performing in eight cities to packed theatres, we achieved award winning results.We recruited 500 new representatives after the shows. The play was preformed to over 10,000 viewers around Romania, which sparked social media frenzy with bloggers dishing out rave reviews of our play and the AVON brand. In fact, the play was so successful - theatres asked for “Its 13 what luck!” to be preformed regularly.13 turned out to be a very lucky number for AVON, so here is to 13 more lucky years. As they say in the theatre world—that’s a wrap!

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