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
|
Credits
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.