Cannes Lions

GARDENING TOOLS

PUBLICIS CONSEIL, Paris / VIKING / 2009

Presentation Image
Film
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Overview

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Credits

Overview

Description

Prior this campaign, VIKING employees were never consulted about their brand & product communication. This campaign was about implicating them in the communication. So they could see the TV commercial in preview. The communication objective was to increase their “corporate” state of mind. The marketing objective was to motivate them.

Execution

Our aim was to come up with a funny yet “classy” website — no hype, but with a genuine graphic signature. We realised we could put together deliberately unrefined photomontages with no claim to achieving realistic special effects or image rendering, but with a visual twist that would yield original, compelling results. It took several tries before we hit upon the right amount of “rough cut” material and the final product we were looking for. We also decided to put in loads of detail, both for greater visual richness and to give visitors ample opportunity for laughs.

Outcome

“The outcome: an email on the intranet, one click and the sales force discovers the movie and its actors, big American stars interviewed from their residence in Hollywoof.”92 % of the sales force saw the movie in sneak preview with an average visit duration of 9mts20.

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