FUNDATIA RENASTEREA - "Pin the Pink"

McCann Worldgroup Romania

McCann Worldgroup Romania Bucharest, Rumania

Premios

8633

Marca: FUNDATIA RENASTEREA
País: Rumania

Anunciante: FUNDATIA RENASTEREA

Título	Pin the Pink
Agencia	McCann Worldgroup Romania
Campaña	Pin the Pink
Anunciante	FUNDATIA RENASTEREA
Marca	FUNDATIA RENASTEREA
Fecha de primera difusión/publicación	2015
Sector Empresarial	Seguridad pública, salud e higiene
Problema	Insight: Social campaigns never get noticed and fall under the radar due to the lack of media budgets. Strategy: Piggy back ride on other brands and their already approved media budgets. Idea: Convince the biggest brands to donate prime time air time for breast cancer awareness on international women’s day and make all Romania join the cause and turn celebrity visuals into campaign ambassadors.
Resultado	Coca-Cola, KFC, Pizza Hut, Rom and Napolact donated their TV commercials on 4 national channels 1250 pinned outdoors 20 cities joined the movement 79 celebrity endorsers 2.3 million women saw the ribbon on TV 220.000 euro in free media A guerilla campaign of pink ribbon pinning, the international symbol of breast cancer awareness. We made everybody see and talk about the pink ribbon by convincing brands to postproduction pin it in their commercials and air it prime time on women’s day. We also made a 5 different sizes pink ribbon kit for people to order or download, take to the streets and pin it on all the posters and visuals of famous people. We wanted to make everybody an ambassador of the campaign by placing all media in the hands of the people. The campaign site encouraged people to order home the 5 size ribbon kit or download it from the website and make their own ribbons, take them on the streets and pin all the celebrities they encounter. From writers to models, from composers to movie stars, the pink ribbon was pinned in the chest of all the city’s statues, posters, bus shelters, stencils and shop windows.
Medio	Case Study
Duración	139 seconds
Banda Sonora	Left Hand Free by Alt-J
Responsable de la creación	Adrian Botan
Responsable de la creación	Nir Refuah
Responsable de conceptos / redactor	Sandra Bold
Director artístico	Nadejda Ghilca
Client Service Director	Ionela Buta
Client Service Director	Dana Hogea
Group Account Manager	Gabi Alexandrescu
Responsable de cuentas de agencia	Alina Carasol
Programador	Alexandra Visan
Director de cuentas	Lavinia Chican
PR manager	Carmen Bistrian
Responsable de cuentas de agencia	Ada Brutaru
Responsable de conceptos / redactor	adam kubi