| Title | DUMB AD |
| Brand | CARLSBERG GROUP |
| Product/Service | SETH&RILEY'S GARAGE |
| Category |
A07. USE OF SOCIAL IN A MEDIA CAMPAIGN |
|
Entrant Company
|
DUVAL GUILLAUME Antwerp, BELGIUM
|
|
Advertising Agency
|
DUVAL GUILLAUME Antwerp, BELGIUM
|
|
Media Agency
|
PHD Copenhagen, DENMARK
|
Credits
| Geoffrey Hantson |
Duval Guillaume NV |
Creative Director |
| Katrien Bottez |
Duval Guillaume NV |
Creative Director |
| Jeremie Goldwasser |
Duval Guillaume NV |
Copywriter |
| Lennert Vedts |
Duval Guillaume Nv |
Art Director |
| Elke Janssens |
Duval Guillaume NV |
Account Director |
| Piet Wulleman |
Duval Guillaume NV |
Strategic Planner |
| Rikke Gronlund |
PHD Denmark |
Media Planner |
| Johan Isaksson |
Postmenn/STOPP |
Sound |
| Håkan Wärn |
Postmenn/STOPP |
Editor |
| Oystein Dyb |
Postmenn/STOPP |
Editor |
| Frederik Nordstedt |
Postmenn/STOPP |
Editor |
| Stefan Ström |
Postmenn/STOPP |
Editor |
| Gregers Dohn |
Postmenn/STOPP |
Editor |
Results and Effectiveness
Facebook shared massively. Twitter talked massively.
Thousands of people commented. Within 24 hours over 2 million people viewed the picture of the ad. Which is about 25 times the original reach of the print ad.
And we’re still counting. Proving that social & digital is an opportunity for print.
Not a threat.
Creative Execution
Here’s what happened:
1 A print ad appeared in a local Danish newspaper.
2 A picture of the print ad was taken & blogged.
3 It instantly went viral.
Insights, Strategy and the Idea
As you might know, print is dying. And the industry mostly agrees that its biggest threat is digital & social.
Strategy: Let's make a print ad so dumb that it goes viral to prove that social & digital is an opportunity for print.
Not a threat.