TV ad: World Effie Festival: Spray Can

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Singapore is hosting the inaugural World Effie Festival, aiming to attract over 2000 global and local delegates. An event for the communications industry it sets out to celebrate effective creativity. With numerous conferences vying for participation every year , we needed to make the WEF feel very significant.
‘Effectiveness’ has become a loaded and somewhat vague word in our business, and the campaign needed to reflect the true impact and value that effective advertising has on its clients’ fortunes.
The advertising had to speak to advertising and marketing professionals – people who know that ideas are valuable, but not always valued.
The proposition developed was ideas with consequences.
Done well, communications build powerful brands, which in turn build profitable businesses – a defining factor of capitalist society. However, branding and capitalism have its detractors. Highlighting this tension would heighten creative impact, while also emphasising the significance (positive or negative) of what we do.
While the seriousness of the Effie brand was important to maintain, it was also key not to appear ‘dry’ – a degree of edge was neccessary to stand out, particularly with this target audience. The resulting executions portrayed the festival as something people cared about – one way or another.