Title	EMOJIS
Brand	LOST BOYS PARIS
Product/Service	LOST BOYS PARIS HR
Category	F02. Low Budget Campaign
Entrant	LOST BOYS Paris, FRANCE
Idea Creation	LOST BOYS Paris, FRANCE
Media Placement	LOST BOYS Paris, FRANCE
PR	LOST BOYS Paris, FRANCE

Name	Company	Position
Nicolas Thiboutot	Lost Boys Paris	Creative Director
Jean-Philippe Martzel	Lost Boys Paris	General Manager
Frederick Lung	Lost Boys Paris	Creative
Philippe Pinel	Lost Boys Paris	Creative
Jéôme Lavillat	Lost Boys Paris	Strategic Planner
Emmanuel Azouvi	Lost Boys Paris	Art Director

The Campaign

To get the attention of the most avid and competent creatives, we designed a campaign that only true lovers of advertising could respond to. We took some of the most legendary ads that no passionate creative would be able to ignore, and turned them into emoji riddles. The four visuals were posted on social networks and candidates only had to guess the brand correctly in order to unlock the application email address. Thanks to this simple implementation strategy, the campaign was quickly picked up by our fan base and spread with ease across platforms and indeed borders.

The Brief

Production: 0 euros Media: 0 euros TOTAL COST (Awards entry fees excluded): 0 euros

Creative Execution

Each of the visuals of the campaign was designed to test the extent of the advertising knowledge of the candidates: from the ”old time classic” with Guinness to the digital “game changers” with Burger King, not forgetting a touch of pop culture with Skittles and Old Spice, the campaign explores 15 years of advertising history. The 4 visuals were then posted on the agency’s Facebook page ready to be liked, commented on, shared and loved by the advertising crowd at large.

Results

We’ll never know exactly how many people have tried to apply, but we have received more than 400 portfolios within the first week following the campaign and the junior creative position was successfully filled ? The campaign was also a success in terms of awareness and image for Lost Boys Paris. In 3 days: - The campaign was picked up in more than fifty professional blogs and magazines, both national and international. - A Strong social media conversation was generated: 1000 likes, 200 shares - +70% of fans in 3 days on our Facebook page. - 2045% of our fan base reached

This campaign is the perfect match for the Direct category: by asking the audience to solve a riddle in order to unlock a job application e-mail, we invite the audience to give us a very individual, personal and direct response.

By designing a playful recruitment campaign inviting people to show off their passion for advertising, not only did we engage potential candidates, but also advertising lovers in general. As people can’t resist showing off what they know, every time they answered the not-so-complicated-but-still-not-obvious-to-everyone emoji riddles in the Facebook comments, they unwittingly created visibility for the campaign and for Lost Boys Paris.