European Central Bank - "Farm"

Publicis EuroBuro Frankfurt am Main, Alemania

4226

Marca: European Central Bank
País: Alemania

Anunciante: European Central Bank

Título	Farm
Agencia	Publicis EuroBuro
Campaña	Euro 2002 Information Campaign - European Central Bank
Anunciante	European Central Bank
Marca	European Central Bank
Posted	Diciembre 2001
Producto	Euro
Sector Empresarial	Servicios gubernamentales de información
Lema	The EURO. OUR money
Sinopsis	These 8 full-page prints are all translated into the 12 languages of the euro zone. The photographic style was chosen to reflect the delicate high definition graphics and security features found on the euro banknotes. The characters are smilling and serene, they give an atmosphere of confidence and movement to this campaign
Filosofía	"200 million print ads were diffused on all the euro zone. This campaign is very human, popular, close to people. On the prints : one blue frame presents the coins, the banknotes, the security features...of the new European currency. These inserts are the perfect illustration of the strategy of Publicis on this campaign : educational and with human dimension. This campaign began four months before the launch of the euro: time necessary to prepare for the event."
Problema	The challenge was to deliver a coherent pan-european message while acknowledging individual local concerns. Then, we had to keep in mind the delicate political nature of the campaign's objectives. Moreover the first of two surveys schowed that Europeans did not want the euro to be sold to them but explained to them' and the second illustrated that there was no need to start communicate too early.
Medio	Prensa y publicaciones
Mercado	Europe
Director creativo	Klaas Reidinga
Director artístico	Martin Benner
Director de cuentas	Barbara Lutz
Director de cuentas	Marga Berends
Director de cuentas	Stephan Rappl
Responsable de cuentas de agencia	Zeiely Schroeder
Fotógrafo	Jérôme Esch