|Category||E03. Real-Time Response|
|Entrant||adam&eveDDB London, UNITED KINGDOM|
|Idea Creation||adam&eveDDB London, UNITED KINGDOM|
|Media Placement||MINDSHARE London, UNITED KINGDOM|
|Production||CAIN & ABEL London, UNITED KINGDOM|
|Ben Priest||adam&eveDDB||Group Chief Creative Officer|
|Richard Brim||adam&eveDDB||Chief Creative Officer|
|Simon Lloyd||adam&eveDDB||Creative Director|
|Natalie Curran||adam&eveDDB||Agency Producer|
|Rumit Shah||adam&eveDDB||Agency Producer|
|Chris Jackson||adam&eveDDB||Business Director|
|Tara Beckefeld||adam&eveDDB||Account Director|
|Campbelle Saville-Smith||adam&eveDDB||Account Manager|
|Greg Lepski||Psycle Interactive||Technical Director|
|Brett Kelsey||cain&abel||Executive Producer|
|Ed Christie||cain&abel||Post Production|
|Alex Fairman||King Henry||Head of Design|
|Santi Rey||King Henry||Designer|
The CampaignBecause Wall’s takes happiness seriously, they decided to take on the UK’s state of happiness one sad emoji at a time. We tracked down the use of sad emojis on Twitter and surprised those unhappy Tweeters with the one thing that would we know would make them smile, ice cream ? Because no one deserves to be sad, especially not on International Day of Happiness.
Creative ExecutionWall’s began gathering UK emoji data using a Twitter API feed from March 1st and on International Day Of Happiness (March 20th) launched ‘Emoji Rescue’ to tackle one sad emoji at a time and invited consumers to track the nation’s state of happiness via emoji use in real time at www.goodbyeserious.com We used this technology to help spread happiness throughout the UK over the course of the ice cream season. We responded to the subtlest signs of unhappiness being the use of a sad emoji in a Tweet, by hand delivering a personalised delivery of Wall’s ice cream. We also reacted to national events by broadcasting happiness statistics on digital OOH posters throughout the UK, such as The London Marathon (23rd April) as well as National Ice Cream Day (July 16th) where we pitted two cities against each other in a happiness contest.
The International Day of Happiness campaign achieved an overall reach of 5.5million impressions and garnered PR coverage in various national and international press outlets, including The Daily Mail and The Mirror and MSN.com. But perhaps more importantly, we were able to turn 85% of the sad emojis we directly engaged with into happy ones ? Due to the campaign’s success, it will be embedded in 2018 purpose led communications for Wall’s brands outside of the UK.
Wall’s research in the past has shown that ice cream can be linked with happiness. Given its proven ability to turn a frown upside down, we sought to find a way to communicate this in a way which was motivating to our British audience. We identified that the most prevalent signs of sadness amongst this audience were the use of sad emojis on our audience’s social network channels. Our strategy was simple, identify those uses of sad emojis in everyday situations and surprise them with our happiness-inducing products, ice cream. We then created a data tool that could track emoji usage against real time events on Twitter to identify patterns in the nation’s emotional highs and lows and then we reactively broadcasted these happiness stats nationwide on social and digital OOH to further create the link between happiness and Wall’s ice cream.
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.