by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
button in toolbar for more information.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Please subscribe by clicking on the link to receive
Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September October 2007
CAU SE MARKETING Droga 5’s Tap Project was UNICEF’s single most successful initiative in its 56 year history. The campaign also won a Titanium Lion at Cannes this year. SOS camp aign no doub t gave t he agency a leg-up when t he Al liance for Climate Protection anno unced it was looking for a new advert ising agency to raise awareness of the cli- mate cris is. Estimated to b e worth over $US100m a year for the ne xt three-to-five years, Y&R was one of four ag encies sh ortlisted f or the account up against US creative hot- shops C rispin Porter & Bogusky, Bart le Bogle Hegarty and The Martin Agency. “This is t he rare challe nge th at requi res a sea change in pu bli c opinion before political leader s are likely to ha ve the cour age to make the rather sweeping changes in poli- cies and laws that will be required, but t hat sea cha nge is no w b egin- ning to happen,” Gore said back in June at Cannes. McLen nan s ays t he ag ency is delighted it was asked to pitch, but understands there are no guar an- tees: “This is as competitive a pitch as any other. But whatever the out- come, we ’ll b e e ngaged in this issu e. We ’re c ommitt ed to the cause,” h e sa ys. [Since o ur inte r- view, The Martin Agency wo n the business]. McLennan als o believe s ca m- paigns li ke Ear th Hour an d Tap Project sho uld b e eligib le f or th e Grand Prix. While they were bo th awarded Titanium Lions - only four were awarded at Cannes this year - they weren’t eligible to win the top prize because of a clause that makes charity ads exempt. Cannes execu - tive chairman Terry Savage said the ban was introduced fol lowing com- plaints people were using t he cat e- gory to do scam ads and that it’s a lot easier to get through work for a cha rity than Proct er & G amble . While Savage promised to look into the rule, no announcement has ye t been forthcoming. 34 CAM PA I GN B RIE F “I don’t see why not. On the other hand, I hope that our motives to get involved are anchored by something more pure and selfless than awards festivals,” McLennan says. As Ted Royer , e xecutive cr eative dire ctor of d rog a5, New Yor k points out, the Grand Prix is sup - posed to be for the best idea of the year, not the best idea written for a large corporati on: “Why on e arth would anyone want to discount a n idea because it saved lives or helped the sick or needy? That’s just selfish thinking.” Le ss sel fi sh was the highly acclaimed Tap Project. Working off the grim statistic th at 2 0% o f t he world’s population lack s a ccess t o clean drinking water and that more than 5,000 children die every day as a resul t, The Tap P roj ect w as a project for UNICEF which challenged Droga5 to raise awareness of World Water Day and the global ne ed for clean drinking water, while increas- ing donations to th eir water pr o- grammes. For one day in all maj or New York City r est aur ants, the least expensive menu item was the most ful filling: b ecause one d ollar ca n provide a child clean drinking water for 40 days. In just one day, N ew Yorkers generated ye ars’ wo rth o f clean drinking water to the world’s children in most need. With UNICEF declaring the project its single most successful initiative in its 56- year history, it will roll the project out in more t han 100 cities g lobally b y World Water Day, 2009. Royer says there are so many wor- thy issues that i t’s hard t o choose, but the agency is now i n a position where people come to th em whe n they want to do something interest- ing: “When a charity or or ganisa- tion approaches you wit h a c lear desire for something bold and dif- ferent, then you know that your wor k c ould r eally have a great impact,” he says, adding that The Tap Project has b een o ne of th e most p er sonally s at isfying cam - paigns he’s been involved with. “The more you read a bout t he world water shortage, and the terri- ble conditions some children live in, the more you want to help as much as you can. In the initial stages what made it r eally exciting was how UNICEF embraced the idea. With the enthusiasm coming from them, you just knew that the pr oj ect would go forward, awar eness and money would be ra ised, and ch il- dren’s lives would be affected.” Royer agrees that social issues are on the agenda in the adv ert ising industry, something he we lcomes: “We as agency people are too often embarrassed about wh at we d o. Marketing social causes allows us to really use our creative strengths for a cause much worthier than push- ing a product people d on’t neces- sar ily need. We of ten f orget t he impact our creat ivity c an h ave. Thankfully, we seem to be becom- ing more aware of it,” says Royer. He be lieve s ag encies have a res ponsibili ty to g ive som ething back to t he commun ity, like all companies do, with part of its agen- da with clients to encourage th em to act responsibly. He t hinks the rewards are obvious, if very worthy sounding: “With our sk ills we can help make the world a better place. We obviously need to make money, but that’s not all. St aff mo rale i s through the roof thanks in a la rge part to the Tap Project. It’ s o ur agency’s email signature. Awards are al ways ve ry nice, an d pe er recognition is to be valued, but hav- ing UNICEF tell us how impactfu l we’ve been and will be is amazing,” he says. McLennan: “Look at CEOs like Richard Branson and Rupert Murdoch, who have taken corporate social responsibility to a new level of corporate social activism. I think it’s a quite extraor- dinary phenomenon. The agency world has a long history of raising awareness about social issues through marketing, but today it’s ramped up even more by globalisation, technology and social networking.” Royer: “With our skills we can help make the world a better place. We obviously need to make money, but that’s not all. Staff morale is through the roof thanks in a large part to the Tap Project. It’s our agency’s email signature. Awards are always very nice, and peer recognition is to be valued, but having UNICEF tell us how impactful we’ve been and will be is amazing.” SE PT E MBE R/OCTOB E R 2 007
November December 2007
July August 2007