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The Anti Campaign; Operation Eurobest.
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Created: 10/22/09
Last Edited: 10/22/09
Views: 74
Appreciations: 6
Comments: 2
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Fields: Advertising
From: Owner Portfolios
The Anti Campaign; Operation Eurobest.
The mission
To create a guerrilla campaign for the Eurobest Creative advertising awards festival.
The problem
We feel that a guerilla campaign might not be the best way to promote this festival, however guerilla advertising does fall in favor of the group of people Eurobest is trying to reach. It is quite an expensive festival for any young creative (who would benefit from this sort of festival) and it is this young creative who will notice guerilla advertising more than anyone else.
Solution: A Mysterious yet tongue-in-cheek Eurobest guerilla “Anti-campaign”.
The Big Idea
(note before further reading: The slogans or names in the following explanation are not set in stone, they are primarily used to illustrate and explain our idea, they can be subject to change).
We feel that it would be a good idea to divide this campaign into different phases, And even different “groups”. This is done to bring more attention to Eurobest, plus to create a hype that there must be something ridiculously awesome going on at that festival.
Phase One: Propaganda style Eurobest posters.
One night the walls of Amsterdam will be filled with hundreds of eye catching posters, in the familiar Soviet propaganda style. Next to putting the posters up at random places it is wise to put a lot up on a few “hotspots” (areas where the target group can be found a lot). The posters will show a fist holding the Eurobest Award and pretty straightforward yet harsh slogans like: “Got what it takes? Attend us and prevail”. There is absolutely no reference on the posters to what Eurobest actually is, just the “logo” and the quote. However for the viewer who’s interest is piqued there is an URL (for example: Gotwhatittakes.com) at the bottom of the page. If the viewer chooses to visit this site to explore more, he will find a simple page in the propaganda style which makes reference to Eurobests own website (highlighted links in a propaganda manifesto). This is the end of phase one, the most important thing about it is that every street in the centre of Amsterdam is filled with these posters.
Phase Two: The anti Campaign
In phase one we’ve already filled up the streets with propaganda style posters. A few days later a lot these posters will be torn down (if not by the public, then done by us) and new posters are pasted over the posters from phase one. Posters with slogans like “The revolution will not be advertised”, “don’t believe the hype”, “creative awards for everyone”.
We want to make the targeted audience believe that there is some sort of anti movement against Eurobest. This group is dubbed: “Free Minded Liberation Front” (FMLF) Their main issue with Eurobest is that advertising is not necessarily a good thing and that creative work should be accessible to anyone, not just the rich, basically pretty standard views for any person who wants to “fight the system”. They are also not necessarily the good guys nor the bad guys in this campaign, that is up to the viewer to decide.
These posters also make reference to a website (for instance FMLF.COM) The site is yet again a simple website but there is a lot more explanation about what Eurobest really is (may it be in a tongue-in-cheek derogative manner, but still) and also links through to the Official Eurobest website. On the site you can also find tips on how to get into the festival for free, these would just be weird tips to make sure no one would actually try these things for real. For example: “take ninja classes to learn the skill of becoming invisible and sneak past the security”. Or you can download a map of the event location with markers on them where to get free food, or at what time the guards change.
The mission
To create a guerrilla campaign for the Eurobest Creative advertising awards festival.
The problem
We feel that a guerilla campaign might not be the best way to promote this festival, however guerilla advertising does fall in favor of the group of people Eurobest is trying to reach. It is quite an expensive festival for any young creative (who would benefit from this sort of festival) and it is this young creative who will notice guerilla advertising more than anyone else.
Solution: A Mysterious yet tongue-in-cheek Eurobest guerilla “Anti-campaign”.
The Big Idea
(note before further reading: The slogans or names in the following explanation are not set in stone, they are primarily used to illustrate and explain our idea, they can be subject to change).
We feel that it would be a good idea to divide this campaign into different phases, And even different “groups”. This is done to bring more attention to Eurobest, plus to create a hype that there must be something ridiculously awesome going on at that festival.
Phase One: Propaganda style Eurobest posters.
One night the walls of Amsterdam will be filled with hundreds of eye catching posters, in the familiar Soviet propaganda style. Next to putting the posters up at random places it is wise to put a lot up on a few “hotspots” (areas where the target group can be found a lot). The posters will show a fist holding the Eurobest Award and pretty straightforward yet harsh slogans like: “Got what it takes? Attend us and prevail”. There is absolutely no reference on the posters to what Eurobest actually is, just the “logo” and the quote. However for the viewer who’s interest is piqued there is an URL (for example: Gotwhatittakes.com) at the bottom of the page. If the viewer chooses to visit this site to explore more, he will find a simple page in the propaganda style which makes reference to Eurobests own website (highlighted links in a propaganda manifesto). This is the end of phase one, the most important thing about it is that every street in the centre of Amsterdam is filled with these posters.
Phase Two: The anti Campaign
In phase one we’ve already filled up the streets with propaganda style posters. A few days later a lot these posters will be torn down (if not by the public, then done by us) and new posters are pasted over the posters from phase one. Posters with slogans like “The revolution will not be advertised”, “don’t believe the hype”, “creative awards for everyone”.
We want to make the targeted audience believe that there is some sort of anti movement against Eurobest. This group is dubbed: “Free Minded Liberation Front” (FMLF) Their main issue with Eurobest is that advertising is not necessarily a good thing and that creative work should be accessible to anyone, not just the rich, basically pretty standard views for any person who wants to “fight the system”. They are also not necessarily the good guys nor the bad guys in this campaign, that is up to the viewer to decide.
These posters also make reference to a website (for instance FMLF.COM) The site is yet again a simple website but there is a lot more explanation about what Eurobest really is (may it be in a tongue-in-cheek derogative manner, but still) and also links through to the Official Eurobest website. On the site you can also find tips on how to get into the festival for free, these would just be weird tips to make sure no one would actually try these things for real. For example: “take ninja classes to learn the skill of becoming invisible and sneak past the security”. Or you can download a map of the event location with markers on them where to get free food, or at what time the guards change.
Wall propaganda during phase 1 of the campaign.
Wall propaganda during phase 2 of the campaign.
Poster Phase 1 Eurobest
Poster Phase 2 FMLF - The revolution will not be advertised.
Poster Phase 2 FMLF - Creative awards for everyone.
Poster Phase 2 FMLF - Don't believe the hype.
Map Phase 2 FMLF - How to enter the festival without paying a lot of money.
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