"The Call" For Entries
Brief
Sometime in June 2012, our ECD dropped a bomb on us!He volunteered us to create the 'call for entries' for the Malaysian Kancil Awards, organised by the 4As. The obejectives were to alert creatives of the submission period, whilst garnering interest and entries...
Sometime in June 2012, our ECD dropped a bomb on us!He volunteered us to create the 'call for entries' for the Malaysian Kancil Awards, organised by the 4As. The obejectives were to alert creatives of the submission period, whilst garnering interest and entries...
Idea
Every creative dreams of being recognised by famous ECDs. We tapped into this insight, and created a campaign revolving around a microsite that garnered information for prank calls. With operators disguised as PAs to popular ECDs, victims were led to believe that they’re being offered the dream job, until we revealed our message: “Stop dreaming. Prove your prowess first at the 2012 Kancil Awards”. Victims were then directed to our microsite, where they could listen to the calls, nominate friends to be pranked and most importantly, submit their work.
Result
152 victims from 37 agencies were submitted. 68 dreams crushed. And over 1,000 site visits (and counting). All in just 4 days. But by then, the word was out. And the job was done. So we had to shut down the victim-submission section of the site and call an end to the "dream crushing".
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