Cannes Lions

CORPORATE COMMUNICATION

OMD, Lisbon / OMD / 2012

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Overview

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Overview

Description

Portugal is going through troubled times as result of the economic and social crisis. The massive negative media coverage is threatening the Portuguese moral.

OMD believes that any greater challenge needs positive, simple and powerful ideas. Hosting for the first time a prestigious Advertising Festival like Eurobest, we thought: what better way to uplift the mood than to have our prestigious guests endorsing Portuguese culture and friendliness?How? By inviting them to wear a pin with the Portuguese flag. A pin is something you wear with pride and that somehow define your style, taste or beliefs.

The results were better than expected: every other delegate would wear the pin immediately. Renowned speakers were wearing it on their presentations and interviews. Several delegates wore it to the award ceremony, including jury presidents and the Festival Chairman. There were 1,500 delegates attending from 10 different countries and the Eurobest Festival got media coverage from 23 markets. The positive feedback of the venue (having OMD as one of the founding partners) and organisation resulted in having the festival once again held in Lisbon in 2012.

Execution

A team of OMD promoters handed out a postcard with a Portuguese flag Pin and instructions on how to wear it to all delegates arriving at the Festival. In addition, postcards were also available at the festival reception desk, calling delegates attention for this initiative.Almost 1,500 pins were distributed in 2 days. Every other delegate would wear the pin immediately and by the second day a fair share of delegates was already using it upon arrival. Renowned speakers from around the world were wearing it on their presentations and interviews. Several delegates wore it to the party and award ceremony, including jury presidents and the Festival Chairman. By embracing the mood they became amazing ambassadors of Portuguese values and pride targeting a global community.

Outcome

Every other delegate would wear the pin immediately. Renowned speakers were wearing it during their presentations and interviews. Several delegates wore it to the award ceremony, including jury presidents and the festival's chairman.

There were 1,500 delegates attending from 10 different countries and the Eurobest Festival got media coverage from 23 markets. The positive feedback of the venue (having OMD as one of the founding partners) and organisation resulted in having the Festival once again held in Lisbon in 2012.

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