Title	EMOJIS
Brand	LOST BOYS PARIS
Product/Service	LOST BOYS PARIS HR
Category	B01. Corporate Communication & Reputation Management
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
Jean-Philippe Martzel	Lost Boys Paris	General Manager
Nicolas Thiboutot	Lost Boys Paris	Creative Director
Frederick Lung	Lost Boys Paris	Creative
Philippe Pinel	Lost Boys Paris	Creative
Jérôme Lavillat	DigitasLBi	Strategic Planner
Emmanuel Azouvi	DigitasLBi	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.

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.

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

The Situation

This campaign is the perfect match for the PR category: by referring to some all-time famous campaigns that the ad crowd adore and worship we appealed to the nerdy side of the professional blogs and website editors that could do nothing else but writing about it.

The Strategy

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.