Cannes Lions

THE BILLBOARD WITH NOTHING TO HIDE

GEORGE PATTERSON Y&R, Melbourne / FARM PRIDE FOODS / 2015

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Overview

Entries

Credits

Overview

Execution

During the campaign, Farm Pride saw their biggest ever increase in sales and our sites generated millions in PR and earned media. Most importantly, the timely creative empowered consumer decision-making and solidified Farm Pride as Australia’s leading free range egg supplier. This dynamic content engaged Australian customers in a way we could not have predicted, resulting in the biggest sales increase Farm Pride has ever experienced.

By finding a new way to interpret the existing footage, Farm Pride used their farms to create an engaging, honest brand story that consumers will remember.

Outcome

The journey of our live data was deliberately simple, to ensure the authenticity. The fact we showed chickens roaming around the farms was the only proof needed to turn consumer speculation into fact.

The Farm Pride farmers set up webcams on their farms; the webcams streamed the footage to the agency where we were able to add the branding. From here oOh! Media ensured the live videos would stream through our custom built digital sites. Our media spots were situated outside some of Australia’s biggest food markets, engaging our audience at a time when it would impact their grocery decisions.

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