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Marketing Awards: Attack Ad
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Over the past year, politics have found a way to dominate everything from our television sets to our newsfeeds and collective psyches. And while it's safe to say we've all had enough of it, politics have a funny way of dominating advertising award shows too. As Canada's largest and premier creative awards show, the Marketing Awards set out to change this perception. With the help of agency Zulu Alpha Kilo, they created a timely campaign with a nod to the recent, unexpected US election results. The first ad launched with a print ad in trade publication Strategy Magazine featuring an image of the White House and the headline 'Sometimes the entries you think have the least chance end up winning.' The call to action:'Enter your long shots too' with the campaign slogan being 'Less politics. More creativity.' To promote the final call for entries, they have also released two politically inspired videos featuring top Canadian creative directors protesting agency award show budget cuts. The call to entry campaign was rounded out with online banners, e-blasts and social posts that applied common political jargon to the awards show itself. Some of the slogans included "Occupy the podium", "Build that awards wall" and "Dog walkers have rights too."
Account Director: Laura Robinson |
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