Cannes Lions

CATHOLIC MUSIC & CULTURE FESTIVAL

FCB KOBZA WERBEAGENTUR, Vienna / WIENER VOLKSBILDUNGSWERK / 2003

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Overview

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Credits

Overview

Description

We started a widespread campaign in Vienna at music related places.The central element of the campaign was a headband with a crown of thorns designed on it and a poster with a music related nimbus.Definition of the headband:We borrowed a well known element of the church and showed it in another form.• on a headband• and in music stores etc.The aim of the creative placing of the headbands (music books, headsets etc.) was to bring the spectator in contact with the topic 'Catholic Music and Culture Festival' and to awaken their interest.Why a headband?Because they are very popular again (revival of the 70's) and therefore it's acceptable to be worn.This in return generates a new advertising space – the forehead.Definition of the Poster:With the help of a simple symbol – bass box instead of nimbus – not only was an easy connection between music and church created but also the mystic-intermediate aspect was weakened.The placement:• Outdoor Posters on Spots frequented by Music Fans and Young Adults• Indoor Posters in Music stores, Music Bookstores, Musical Instrument Stores• Headband on Headsets in Music Stores • Headbands on Music books in Music book shops• Headbands on Instruments in Music Intrument Stores• Headbands on Music books in General Bookstores

Execution

The media team started a selective campaign in Vienna at music and youth related places. The central element of the campaign was a headband with a crown of thorns designed on it and a poster with a music related nimbus.

Outcome

All the headbands and posters were gone within 24 hours.This was not an act of vandalism but a sign of great interest.We know this due to over 450 phone calls which consisted of positive feedback. Every caller wanted to know more about the event.The people were especially positive by the new refreshing and modern performance of the church.

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