‘Be the most famous you’. That’s the payoff line underpinning this year’s Loeries campaign, produced by award-winning agency, TBWA\Hunt\Lascaris Johannesburg and their digital counterpart, Tequila\ Johannesburg.
The idea behind the quirky campaign is to encourage creatives in the advertising industry to be their own top search result by doing great work – work that stands out above the rest. The message ties in with the Loeries call for entry, which closes on 31 May.
Go on, admit it: we’ve all searched our own names on Google. And most likely, we’re not the most ‘you’ topping those search results. “The top Google search result of my name is a deceased story board artist from the United States. Like John Davenport, we’re both being topped by dead guys!” says Justin Wright, creative director at TBWA\Hunt\Lascaris.
TBWA\’s executive creative director, Matthew Brink, was left speechless on discovering that the number one search of his name is in fact a dentist. His partner in crime however, Adam Livesey, is the most famous Adam Livesey.
This digitally-led campaign uses intelligent e-marketing, supported by Rocketseed email specialists, to pull 200 preselected top industry names into their individual email banners and link them to a Google search result. Such names include Nando’s marketing guru, Robbie Brozin; award-winning architect Mokena Makeka; TBWA\’s legendary John Hunt; Ogilvy’s Neo Mashigo; HelloComputer’s Mark Tomlinson; PR genius Ingrid Lotz, as well as iconic media representatives, Louise Marsland, Andy Rice, Brendan Seery, Jeremy Maggs and Ashraf Garda, to name a few.
They will each find a ‘Be the Most Famous You’ ad as the top the search result – courtesy of The Rebellion, who specialise in pay-per-click advertising. The ads contain humorous messages that aim to inspire not just these individuals but the industry as a whole.
Other campaign executions include a direct mailer, posters and print ads, with online videos and street-pole ads to follow shortly. Specialist print executions have been produced by Ultra Litho and Antalis South Africa.
“The 2013 Loeries campaign is a great example of how Art, Copy and Code can collaborate to deliver a compelling story, based on a human insight that makes us feel as if we are being spoken to individually. It is not digital. It is not traditional. It just is. This campaign gives us the opportunity to express how the world of creativity is evolving,” says Wright.
Entries for the 2013 Loeries are open. Enter before 15 April and receive a 10% discount – all packages must arrive at the Loeries office to qualify. Deadline for entries is 31 May. Winners will be announced at the awards during Loeries Creative Week Cape Town 16 – 22 September. Go to loeries.com for further information.
Check out our Pinterest board featuring a selection of the ‘Be the most famous you’ characters.
