Following what big and renowned agencies are doing abroad, the Portuguese communication industry is rethinking how its work is done. We’re aiming for different and engaging ideas instead of spreading passive messages to our consumers. The Portuguese, like any other people in the world, are looking for something more exciting than simple advertising.

To select this young creative, we held a competition on a website. The participants had to send us a video, filming themselves presenting a famous commercial (gold on a previous edition of Eurobest). And the reason to do this was simple: every creative director must know how to sell a good idea.For almost the entire month of the campaign, we made sure that people could follow the whole process. The website release, the shortlist announcement, and the 3 days of the winner at the agency, everything got a lot of attention from the media and from the local creative community.

By giving a young creative the chance to live 3 days of his future, we promoted Eurobest with a great amount of PR. Marketeers, agencies, creatives, specialised press, basically the whole local ad industry talked about it. And with almost zero budget, we got approximately €67,000 of earned media.