Winners & Shortlists

#SHOOTTHECOOKIES

Title#SHOOTTHECOOKIES
BrandMcVITIE'S
Product/ServiceMcVITIE'S BISCUITS
Category C01. FAST MOVING CONSUMER GOODS (INCL. ALCOHOLIC & NON-ALCOHOLIC DRINKS)
Entrant Company FRED & FARID GROUP Paris, FRANCE
Advertising Agency KIDS LOVE JETLAG Paris, FRANCE
Production Company KILLDEATH PARIS, FRANCE
Credits
Name Company Position
Fred/Farid KIDS LOVE JETLAG FRED/FARID GROUP) Chief Creative Officers
Marc Badinand/Laurent Toth KIDS LOVE JETLAG FRED/FARID GROUP) Creative Director
Anna Gadecka KIDS LOVE JETLAG FRED/FARID GROUP) Copywriter
Anna Gadecka/Souleman Diallo/Raphael Almazan KIDS LOVE JETLAG FRED/FARID GROUP) Art Director
Yael Eligoulachvili KIDS LOVE JETLAG FRED/FARID GROUP) Producer
William Mazaud KIDS LOVE JETLAG FRED/FARID GROUP) Digital Artist
Isabelle Constant/Lennie Stern/Edith Chapin KIDS LOVE JETLAG FRED/FARID GROUP) Account Director
Bao Tu Ngoc/Benjamin Bouzerau Bouzerau Levy KIDS LOVE JETLAG FRED/FARID GROUP) Digital Producer
Julien Leveque KIDS LOVE JETLAG FRED/FARID GROUP) Media Strategist
Thibaud Le Juge KIDS LOVE JETLAG FRED/FARID GROUP) Community Manager

The Brief

Since 1830 Mc Vitie’s makes delicious English biscuits but these last few years, the brand started to loose its iconic edge. The idea was to increase the brand notoriety by a non-conventional strategy. Besides the traditional Mc Vities target audience (adults from 35 to 49 years-old with children from 6 to 17 years-old), the digital campaign was aimed at potential new customers: urban young adults.

Creative Execution

At the dawn of the war for privacy, Internet cookies are the enemies. Indeed like a little vitual snitch, Internet cookies are used to collect all your personal data and transfer them without your knowledge Since the beginning, We are McVitie’s and we make delicious British biscuits… It’s natural for us to hate cookies in all their forms, so we wanted to crush them everwhere, on the supermarket shelves, but also online helping people preserving their private life. If the campaign increased brand awareness, its also considerably served the brand utility.

Describe the creative solution to the brief/objective.

The point is to focus on the double meaning of the word “cookie” referring at the same time to biscuits and also, to a web file. We created Shootthecookies: a browser extension that scans for all cookies on your computer, and deletes them with one simple click. This cookie war campaign can increase the brand notoriety, and the more cookies were destroyed, the more we talk about the operation and the brand. A retargeting banners plan with 4 different scenarios explaining how much cookies are bad and annoying led the user to the campaign website, ShootTheCookies.com.

Results

More than 1 million cookies were destroyed in the first 12h, and 4 Million in the following days. With less than 15 K of investment, Shoot the Cookies get more than 5 Million in earned media, reaching thousands Twitter users and retweeted by influential users. #ShootTheCookies within 97% of agreement on social media, made the headlines of more than a hundred blogs among the most specialized and popular in France, but also in North America and Asia.