Campaign Summary- Gillette group 2

Group 2 in the Gillette category was made up of Claire Channell, Sam Jones, Katie Rockwell, and Jenny Williams. Our assignment was to take the new ProSeries line for men global. We decided to title our campaign “GilLETte Yourself,” with the idea when a man uses Gillette products, he can become anything he wants to be. We chose a target audience of single or married men ages 18-40 with a yearly income between $15,000 and $80,000. There will be six elements that make up the campaign.
To begin, we will use a guerilla tactic to generate buzz and gain awareness. In one day, we will roll mobile bathrooms through 15 majors cities in 13 countries, inviting men to step in and use the products. They will then be asked to help kick off the digital campaign by creating a short video about their experience.
On the same day, a Facebook page for the campaign will be launched. Visitors will be asked to “like” the page. Once this is completed, they will be able to post videos onto the wall describing what they would like to become. They are also required to show a ProSeries product in the video and explain how using it helps them accomplish goals in their day to day lives. Once a video is posted, the poster must compete to get the most “likes” for his video. Once a person uploads a video, they will have the option to tweet a link to their video to on their own personal Twitters as well as the GilLETte Yourself’s Twitter. At the end of the campaign, the person whose video has the most likes wins $5,000 and an opportunity provided by Gillette to help him come closer to accomplishing his dream.
Meanwhile, traditional media will also be employed. There will be TV ads, magazine ads, and billboards running for three months. Each medium will use similar looking ads to keep consistency throughout the campaign. Gillette will also partner with a global charity to provide free products to those searching for jobs who need to look sharp.
Overall, we will measure the results of the campaign by the number of impressions, the number of Facebook likes, the increase in sales, the increase in awareness, and the amount of free press received. We believe that with an integrated traditional and digital campaign, we will have no problem reaching our target audiences and will be able to achieve the results we are aiming for.

Cat (Skittles)

The "Cat" internet film for Skittles (Wrigley) was created by BBDO Canada Toronto. It opens with text telling viewers to "touch the rainbow" with an arrow pointing to a Skittle below. Then an announcer tells them to place their index fingers on the screen where the Skittle is. Suddenly, the scene changes and a cat is licking the screen where the viewer's finger would be. A man dressed as a cat appears and gets down on his hands and knees, pushing the cat out of the way. He begins to lick the screen in the same spot for several awkward seconds, until a the original scene appears with a bag of Skittles and the words "lick the rainbow, taste the rainbow" above and below. The spot is interactive and funny, but also a little weird. The man dressed as a cat looks so ridiculous it's hilarious but it definitely makes the viewer uncomfortable when he suddenly looks up and makes eye contact while still licking the screen (finger). I think the spot was so successful because it was interactive though. The audience becomes part of the action. There are also a few other Skittles ads in the same campaign which encourage the audience to interact, such as "Hitchhiker" or "Cage Cop." Overall, I believe this campaign deserves the Gold Lion it won!

Office (Amis Insurance)

The "Office" commercial was created by Ogilvy Mexico for the Amis Insurance company. It features a man sitting at his desk, apparently after hours since he is all alone and it is dark outside. After a few seconds, the sound of a crash and glass breaking breaks the silence, and he is jerked forward and papers and other items on his desk go flying everywhere. The viewer is shocked and bewildered by what has just happened. Then the image of the man slumped over his desk fades to black and white words appear in the middle of the screen. They warn the audience that 7 out of 10 car accidents when the driver is thinking of something else. This is an eye-opening statement for most people, because everyone's mind wanders at some point while driving. The ad used an extreme emotional appeal to get the consumers' attentions effectively convinced them of their own personal needs for insurance. Hopefully, the statistic that was presented will also help to change the behavior of the drivers in Mexico.

The Force (Volkswagen)

"The Force" spot for Volkswagen was created by Deutsch Inc LA for the introduction of the new 2012 Passat. It shows a little boy dressed up in a Darth Vader costume running around the house trying to move things by using "the force." The commercial cuts from scene to scene of the little boy as he grows more and more frustrated. The Star Wars Darth Vader theme song plays throughout. Finally, the little boy runs outside as his father gets home from work and brushes past him to get to the car (a new 2012 Passat). The little boy appears to "use the force" to start the engine, but really the father has pushed a button from inside the house to turn it on. This is effective because it showcases a key point of interest that the car possesses. Emotional appeals were also an important part of the ad because the little boy was so cute. I thoroughly enjoyed watching the spot and am interested to learn more about the product.

Braids (H2oh!)

The "Braids" spot used by Pepsico for their H2oh! product was created by BBDO Argentina. It won a Gold Lion under the Film category in the Non-Alcoholic beverage section. The spot features a family meeting the daughter's boyfriend for the first time at the dinner table. The boy successful appeases each member in a matter of a few moments. As each new family member becomes impressed by the boy, he or she grows pigtails, just like the daughters. Obviously humor is a large component of this ad. The director used a lot of cuts to keep the audience's attention moving from one person to another in rhythm with the conversation. Though the product was never once mentioned, it does appear in almost every frame. Sometimes the label and name are obvious, while other times not visible at all. Initially, the viewer might not know what the commercial is for, but following the scenario with the family, it cuts to a presentation of the product with the slogan "Perfect for Family Meals." It is apparent through this what the brand's goals were. I enjoyed the spot because the humor used was different than anything I've seen in the U.S.

Carlton Draft- Slo Mo

The Carlton Draft spot titled "Slo Mo" was created by Foster's Group of Australia. It won a Gold Lion under the Film category. The ad runs entirely in slow motion and shows various scenes at a bar with an opera-style song playing throughout. A main component of the spot is humor. Not only are images such as a guy getting his fingers smashed by a pool ball or girls getting beer spilled all over them hilarious, the lyrics of the song ("I look so much better in slow motion...") are also obviously a joke. In almost every single frame of the ad, Carlton Draft appears somewhere in the shot. Many times, there is a close up on the product, but other times there are medium long shots focusing on groups of people with the beer integrated in. I really enjoyed the commercial because I thought that it captured the fun, yet sloppy atmosphere of hanging out in a bar. I would definitely buy this product now if I had the chance!

Last Day

So yesterday was the last day of the festival... I can't believe it's already over! We skipped the early seminars because there weren't any that caught our attention, so Karly, Katie, Gabby and I decided to walk to McDonalds. It ended up being about a 30 min walk each way, but it was so worth it! I can't wait to get home and eat some real fried chicken now. After lunch, we came back to get ready for the Film, Film Craft, Titanium, and Integrated Lions Award Show. Katie and I needed to leave the earliest because Film was our category. We ended up getting in line at about 5:25 and waited until almost 6 before they let us in. It was SO HOT! but worth it to get there early because we managed to get decent seats. The show really was like watching the Oscars. All of the lights and music really pumped us up and helped us get excited for the rest of the evening. The spots that won Gold Lions and Grand Prixs really were amazing and such an inspiration. We all decided the "Briads" spot for Pepsico from BBDO Argentina was our favorite!

Unfortunately, all but 2 of us were unable to get invitations to the Closing Gala, so the rest of us went to grab some food before the train left, and then held our own celebration in JLP. We hung out at the residence for a little while talking about everything that had happened to us this week, and then migrated down to Hemmingway's for the absolute best mojito I've ever had. I'm sad that the festival is over, but I can't believe how much I learned and how much fun I had. It was everything I thought it would be and more, and I hope one day I'll be able to earn my way back!