Cannes Lions

APPLIED ARTS INTERACTIVE ANNUAL

PROXIMITY CANADA, Toronto / APPLIED ARTS MAGAZINE / 2011

Presentation Image
Presentation Image
Presentation Image
Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Execution

When the publication hit newsstands, readers noticed that one of the judge’s headshots was different than the rest. Upon purchasing the annual, they then held the jury panel page in the magazine up to their webcam and the experience came to life - triggered by the specially designed bio photo of our judge.In the bio description readers were directed to www.FewWereChosen.ca where they watched hundreds of 3D animated characters lung towards the annual in their very hands. Most of the characters would bounce off of the page, while a worthy few slipped past the judges and entered the book.A promotional video was launched prior to the release of the annual driving demand and top of mind awareness of the issue to our target base. The video became a sharable piece of content being liked on social networks and appearing on industry blogs across the globe creating chatter about the agency and the magazine.

Outcome

- Over 500 new creative job applications to the agency- We saved over 100k in headhunting fees- Press coverage by donzens of national and international industry publications- Experienced by creatives in virtually every country across the globe- 12% increase in magazine sales over last year

Similar Campaigns

8 items

Shortlisted Cannes Lions
Next Chapter

MULLENLOWE GROUP, London

Next Chapter

2016, WINSTON FLETCHER

(opens in a new tab)