Cannes Lions

#untaggable Q2

DDB SPAIN, Madrid / AUDI / 2017

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

In a world where we try to create categories for everything and everyone, the most interesting things and people cannot be easily defined with a word or a label.

So we invented a word to define everything that escapes from a definition: #untaggable and make fun of the tagging hype.

#untaggable was playful and liquid. Very easy to implement across media but also across markets.

We could jump on any topic and demonstrate in a very ironic manner how it was imposible to define: love, music, beauty, fashion, Halloween, home, fun,… The best things in life are imposible to define

Execution

• Implementation:

We developed an international TVC (30”,45”), a print campaign, online displays, OHH, but above all more than 30 online films. We built a web based Spotify app. We partnered with Google to know which topics were tagged most so we could develop our content around it. We create 10 online films. We partnered with NOWNESS, the creative video platform, to create 5 more films. We developed a Tumblr so people could follow all the content we created.

Local markets adapted the campaign and generated local focused content and events.

• Timeline

3rd March 2016 – Still ongoing

• Scale

Worldwide

Outcome

Results about 11 countries

EOS Manifiesto:

- Impressions: 222 million in digital channels and social media

- Views: 13 million in 14 days

- Engagement rate (average): 7%

- TV reach (only in Germany): 32 million

CONTENT PIECES:

Impression: 50 million in Social Media channels

Views: 2 million

Engagement rate: 5%

Nowness Contents

10 Millions view in Nowness channels

20% engagement rate

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