74-75-77 Richard Pink.qxp_NEW LSB 2008 GRID 17/09/2018 17:46 Page 75
PINKEY’S POINTERS
rated was the Early Man Inset: A huge amount of bespoke work was done to bring the Mr Benn campaign with The Insurance promotion and advertising for Emporium to life. Below: The Nature Valley and Battle of the Sexes DHS - great creative and a solid promotion wasn’t an obvious partnership. partnership. Another well-liked promotion was the 20th Century Fox promotion Nature Valley & Battle of the Sexes executed by Lime Communications (one of four entries by this agency-client combination). It was admired for the brilliant execution of a partnership that was anything but obvious. Mention has to be made of Epic Action Man and Well we have now… Moneysupermarket Let’s start with The Gruffalo, a former winner of this award, where the creative and quite close to getting it again this year. This was was quite superb, generally acknowledged to be a ‘nice’ promotion and an excellent development of a previous winning formula. The and Action Man objective was still to drive footfall to the Forestry was working Commission sites, but with the additional use of against his inherent augmented reality to bring everything to life. On the ‘butchness’ in his surface it might seem a contradiction to encourage children to use mobile phones along a forestry trail, but the ‘Finally’ dance judges agreed the execution overcame this and, as one of routine. It made us our judges said, this promotion was about ‘creating laugh a lot. moments’. Overall it was hard to see how it could have been improved: it looked great, and the supporting Equally well liked numbers were excellent. It had a bit of ‘magic fairy dust’ was the sprinkled on it and was a terrific campaign. Twirlywoos/RSPB partnership: the judges thought The Insurance Emporium collaboration with Mr. Benn it was great, saying that it has all the hallmarks of comes on the back of a number of similar partnerships between ‘old school’ characters and financial institutions. It a campaign that could have some longevity - a does address the question of how you make insurance first class first foray into promotional licensing. exciting and appeal to the target market with something The Octonauts - which fronted the Swimming they will recognise. The judges agreed that this was far from an obvious collaboration, but it had worked Teachers Association Award programme through exceptionally well and they noted especially the use of Virgin Active - also deserve a mention. The judges humour within the ads and high level of creative input, with felt that it was an emotional campaign and a huge amount of bespoke work being used to bring the extremely well integrated and organised. campaign to life. There was a great commitment to the campaign and the result was exceptional. If anyone knows how to do promotions with a There was more than one entry in our process for the licence, it’s McDonald’s. It has to constantly 20th Century Fox film, Murder on the Orient Express. The counter the label of ‘unhealthiness’ and it has best of these was the partnership with Movember that added a cause-related element that played back into the approached this with a lot of variations, constantly content of the film upping its game to address the and also the cause issue. This year’s partnership itself brilliantly. with Roald Dahl did much that Online and social media were a was positive - the objectives massive part of this were good and the judging campaign and were panel appreciated the fact crucial in driving the that a reading element was message and amplifying it to the included within the activity. maximum number of See what I mean, and people. Particularly Inset: The Gruffalo’s work with the Forestry we’ve not even got the Commission was deemed to be an excellent of note was the use development of a previous winning formula. nominations yet! LICENSING SOURCE BOOK EUROPE 2018
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