campaign
The Relationship
LBi has been an active member of the D&AD for many years. While some of our creatives have already bagged a lucrative pencil or two, the rest of the agency gets pretty excited about President's lectures and D&AD workshops. Over the years we've also been involved in the education council, helping to spread the digital love amongst the "yoof" of the industry, making us big supporters of the annual student awards and show, New Blood.
The Work
In 2009, the D&AD approached us to create buzz and excitement around New Blood. Our campaign idea asked the great, the good, and the generally quite motivated to pledge 'I'll Be There'. Using famous snapper Nadav Kander, we shot six industry heroes to make iconic and – dare we say it – quite traditional posters. Placed around colleges and agencies, they encouraged students and industry specialists to make pledges of their own and upload to the main D&AD website. And to have a little fun with the campaign idea and images in the process.
The Outcome
Thousands of pledges were received and blog activity went crazy, with lots of debate around the campaign, good and bad – but that's how we like it. I'll Be There created a genuine buzz around the notion of celebrity within our industry and demonstrated a rich interplay of 'traditional' and digital skills.
Tags: award-winning, campaign, charity, client, community, creative, D&AD, featured, social, tech, web
Update: D&AD New Blood takes on a life of its own…
Looks like people are having fun with our New Blood campaign. The posters are popping up all over the place. Those of you who walk past Wieden + Kennedy in the mornings may have noticed one proudly displayed centre/front in their window. Apparently Dare, Mother, Poke and a whole bunch of others also have them up. Below are just a few examples of how our campaign has (umpromtedly – new word) taken a life of its own:
Tags: award-winning, campaign, charity, comms, event, Web design
Fans star in ‘What’s Your O-Face?’ campaign
LBi Special Ops Media have launched the ‘What’s Your O-Face?’ digital campaign for Three Olives Vodka, a Proximo Spirits brand, to remind people that Three-O is a seriously premium and seriously fun Vodka.
Through a mix of compelling design, technology and social media components, fans are being asked to upload their own ‘O-Face’; a look of happy excitement after drinking one of the Three-O vodka drinks, onto the site.
Entrants are encouraged to spread the word and rally voting outside the site using special widgets that plug into Facebook and social networking sites. The campaign will be peer judged on May 31,. Five finalists will then be flown to New York and asked to take part in a photo shoot to become the face of the brand, with the winner staring in a national ad campaign and taking home the tidy sum of $10,000.
http://www.threeolives.com/o-face/
LBi Special Ops Media have been in charge of developing the online brand through website development, online creative, media planning, online press and digital strategy. The campaign is supported with print media, out of home media, publicity and a targeted online media campaign that includes high impact custom placements and flash display ads on sites like PerezHilton.com, and Maxim.com.
Gino Luci, Brand Manager for Three Olives is keen to spread the brand message, “Three Olives is the most exciting vodka brand in the market, carving out a niche from our stuffy and pretentious competitors with a single-minded message of being seriously fun. We are dedicated to bringing the fun back to vodka and want our fans to be a part of it. We’re shaking up the category through innovation in every aspect of the brand – advertising, promotions and exciting new flavors – and the results are showing.”
Jason Klein, co-CEO LBi Special Ops Media, “The O-Face promotion proved to be the perfect fit to reap the benefits of Facebook Connect and help it stand out from the oversaturation of brand-centric UGC efforts. We were fortunate to have a client who allowed us to take them on this journey to become the first spirits brand to employ this platform. For a brand like Three Olives that thrives in the real world with word of mouth enthusiasm, harnessing the social evangelical power of Facebook and making it the cornerstone of a 360 degree marketing campaign, seemed a natural fit. And, so far, the results are proving us right.”
Tags: campaign, drinks, ePr, FMCG, LBi Group, New York, Special Ops
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