Title	LEAN MEAN SLOGAN MACHINE
Brand	McCANN HELSINKI
Product/Service	CREATIVE SERVICES
Category	C07. CORPORATE IMAGE & INFORMATION
Entrant Company	McCANN Helsinki, FINLAND
Advertising Agency	McCANN Helsinki, FINLAND

Name	Company	Position
Timo Silvennoinen	Mccann Nordic Helsinki	Creative Director
Jyrki Poutanen	Mccann Nordic Helsinki	Creative Director
Jyrki Poutanen	Mccann Nordic Helsinki	Ad
Timo Silvennoinen	Mccann Nordic Helsinki	Copywriter
Jyrki Poutanen	Mccann Nordic Helsinki	Copywriter
Tuomas Perälä	Mccann Nordic Helsinki	Copywriter
Heikki Lehto	Mccann Nordic Helsinki	Digital Creative Director
Karolina Hurmerinta	Mccann Nordic Helsinki	Digital Creative
Petteri Lillberg	Mccann Nordic Helsinki
Alec Sibbald	Mccann Nordic Helsinki
Yrjö Haavisto	Mccann Nordic Helsinki	Agency Producer

The Brief

McCann Helsinki is still seen by some as an adaptation agency rather than a creative innovator. To change this grimed and false perception we needed creative, tongue-in-cheek and brow-raising actions that would generate marketing headlines and reach our potential clients and change the industry's perception about what sort of agency McCann Helsinki is.

Creative Execution

Instead of your usual engraved pens we chose to wrap our time and creativity in a hairy package and write 'Lean Mean Slogan Machine' on top. Simply because our agency's creativity could not be tasted in wines or witnessed in pens. The Lean Mean Slogan Machine promised your company a free tailor-made slogan in two hours. And we kept our promise. Three company creatives created over 600 slogans in just 6 days. Companies in need of a new slogan varied from small local businesses to global giants.

Describe the creative solution to the brief/objective.

This christmas let's do things interestingly and differently. Christmas is the time of corporate giving. We decided to execute corporate giving with a twist; instead of your usual engraved pens we chose to wrap our time and creativity in a hairy package and write 'Lean Mean Slogan Machine' on top. The Lean Mean Slogan Machine promised your company a free tailor-made slogan in two hours. And we kept our promise. Three company creatives created over 600 slogans in just 6 days. Companies in need of a new slogan varied from small local businesses to global giants.

Results

Describe the results in as much detail as possible. The slogan requests started pouring in immediately from companies like Nike and Coca-Cola. Slogan Machine became Pick Of The Day in AdAge. It was also one of the TOP3 shared campaigns there. ADWEEK wrote a full article about it as did Markkinointi&Mainonta, the leading Finnish marketing publishing. So McCann Helsinki's tongue-in-cheek self-promotion made headlines in all the desired medias around the world. 700+ slogans are now delivered to companies; this means 700+ names in the agency's new-business contacts. As a result in Q1 McCann Helsinki doubled the amount of pitch invitations compared to Q1 2013.