|Category||B08. Calendars, Invitations & Greetings Cards|
|Entrant||McCANN MANCHESTER, UNITED KINGDOM|
|Idea Creation||McCANN MANCHESTER, UNITED KINGDOM|
|Clive Davis and Andy Fenton||McCann Manchester||Senior Creative Team|
The CampaignWe’ve all heard stories of offenders trying to dig their way out of prison using utensils that were somehow concealed and smuggled in by friends or relatives. We embraced this approach and turned it on its head. We created a book, with a knife and fork secreted inside its pages, which invited journalists to dig in. The specially designed dust jacket introduced The Clink with an overview of the story we wanted to tell. The overall theme of ‘escaping’ was a snug fit for the brand and its main objective of helping prisoners escape a life of crime.
Creative ExecutionJournalists get bombarded with mailers all the time. Some they don’t even open. So to make ours stand out – we disguised it. We made it look like something they had ordered themselves from Amazon. A book. The outer packaging had to look authentic right down it’s satisfying tear open strip. Inside the book looks and feels like a classic, weighty, hard back crime novel with glossy dust jacket and dark brooding photography over an embossed spine and cloth finish. ‘Did I order this?’ the recipient would ask themselves. ‘This looks interesting.’ The stark typography hints at an interesting read inside – until it’s opened and reveals the secret therein.
Indication of how successful the outcome was in the marketFirstly we needed to establish relationships with influential journalists, and get enough traction to build awareness. In 2017 The Clink has received praise from a Masterchef food-critic, featured on the DailyMail.co.uk and the message has been highlighted in an on-board Emirates magazine. In addition to social-change coverage, The Clink has been listed in numerous Top Places to eat lists, including the ‘Top 26 Places to Eat in 2017’ according to Olive magazine. This shows we are beginning to turn-the-dial; being seen as a great restaurant, not just a charity. Moving on this conversation puts the food at the heart of the conversation, with social-change a cherry-on-top. With a limited budget, a lack of sophisticated measurement-tools and a small time-period to consider, it is impossible to know the exact impact, but crucially the restaurants are growing in stature/reputation. Whilst the communications change perceptions, The Clink changes lives; reducing re-offending by 41%.
We had to reach a wide audience of consumers. But we didn’t have the luxury of a large media spend. So we decided to make the media work for us, by targeting journalists. That way The Clink’s story could reach far and wide. We targeted national and regional journalists directly, who specialised in restaurant reviews. Sending our message/invitation in the form of a book seemed like the perfect solution. After all, every journalist loves a good read.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.