Cannes Lions

THE OSBOURNES SITCOM

TEQUILA\, Boulogne-Billancourt / MTV / 2003

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Overview

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OVERVIEW

Description

The first ever campaign that condemns what it’s supposed to promote and calls for a boycott of the advertiser!ACTION 1 – 12-28/02/03The anti-Osbournes commence hostilities!Wild posters spread over the walls of Paris and leaflets distributed at faculties and concert by anti-Osbournes commandoes.The anti-Osbournes hijack the Internet .ACTION 2 – 26/02– 1/03/03The anti 'anti-Osbournes' counter attack …Poster stickers in Paris will 'censure' the slanderous anti-Osbournes campaign.ACTION 3 - March 2003 Everybody’s talking about it!The press get involved in true/false reporting in magazines.

Outcome

Launching of the series on MTV Sunday March 2: first results of the audience show a visibility without precedent for MTV and The Osbournes via many - and the quite real ones! Repercussions media: Articles in Strategies, CB News, Le Monde, la Tribune, 20 Minutes, Musique Info Hebdo, Reports and interviews on French TV and radio (CANAL+ , M6, radio FG).

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