AMORIM: Rob

Whybin/TBWA/Tequila Sydney wants to educate the public about the benefits of Natural Cork Stoppers over Screw Tops.

"We wanted to create a cause. We named the cause SAVE MIGUEL. We enlisted the help of Hollywood actor Rob Schneider, to play himself and to travel to Portugal searching for the elusive Miguel in an honest attempt to save Miguel and his family. We had ambient banners/posters around Sydney and Melbourne which simply read SAVE Miguel. A local restaurant even created a "save Miguel" pie. We had the Save Miguel Protest bus and the Girl Guides joined several protest marches through Sydney and Melbourne. We wanted the cause to feel genuine and not a slick corporate marketing campaign. We ran unbranded full page press ads in The Sydney Morning Herald and The Age which featured animals joining the cause and protesting to Save Miguel. We seeded the viral films on Youtube, Facebook, Myspace etc. Once viewers visited the website, savemiguel.com, they saw the short film that showed Rob on his quest. And finally we revealed the true identity of Miguel. A cork oak tree in Portugal. On the site people were also educated about the environmental benefits of cork over screw tops. They could join a pledge and plant a cork tree in Portugal. Lastly, a hard hitting full page press ad ran featuring dirty chimney stacks which showed visually what cork tree forests do to protect the environment. The campaign has received huge amounts of positive global pr and the website has been inundated with hits