Ceci n’est
pas un Lion

Advertising, direct, award

Wind S.Valentine Experiment

Client
DMA Echo Awards

Role
Art Director

Project
Ceci n’est pas un Lion


Objective

The goal of the DMA organization is to boost participation from award-winning agencies in the DMA Echo Awards Italy competition. The objective is to emphasize the importance of award-winning agencies at the “Cannes Lions International Festival of Creativity” entering their work into the DMA Echo Awards.

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Strategy

The DMA organization targets agencies honored at the Cannes Lions Festival, particularly those receiving Bronze and Silver Lions. The approach involves crafting a memorable outreach campaign centered on the “Ceci n’est pas un Lion kit,” a creative package designed to capture recipients’ attention. These kits are sent to winning agencies before they receive their official Lions trophies, maximizing visibility and impact.

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Creative

The campaign involves carefully crafting the “Ceci n’est pas un Lion kit” by a compelling note emphasizing the importance of entering the DMA Echo Awards Italy competition.

These kits are promptly delivered to winning agencies before they receive their official Lions trophies, generating anticipation and prompting consideration of the invitation to participate in the DMA Echo Awards Italy competition.

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Outcome
& Impact

The “Ceci n’est pas un Lion kit” campaign sparks industry discussions about the DMA Echo Awards Italy competition, resonating with agencies and positioning the awards as prestigious. It achieves its objective of boosting participation from award-winning agencies, with many expressing interest in entering their work, leading to a rise in submissions.

The campaign enhances recognition for the DMA Echo Awards Italy competition, solidifying its status as a respected platform for honoring marketing creativity. It sets a precedent for future outreach efforts, laying the groundwork for continued success in attracting top-tier agencies.

This case study highlights the effectiveness of strategic outreach in engaging audiences and driving outcomes, demonstrating the DMA organization’s commitment to celebrating marketing excellence.

ART DIRECTOR: Davide Mancini
COPYWRITER: Giovanna Favoroso
MEDIA: direct marketing

 
Bronze @ THE CALL FOR THE CALL FOR ENTRY 2013
Competition – DMA Echo Awards Italia