Tuesday, June 22, 2010

Profectio: GREY Canada Bring Home First Canadian Gold From Cannes

Cheers and “hi-fives” are going around GREY Canada’s as the agency has brought home what is arguable one of the most coveted awards an agency can be honored with, a Cannes. They won the Direct Lions competition for Dimensional Mailing for its work on behalf of GGRP Sound, a Vancouver-based sound studio.
The campaign caught the attention of numerous judging creative directors, YouTube viewers, bloggers and clients alike.

“Capturing the curiousity and attention of our clients’ audiences is the job of the advertiser,” said Carl Jones, VP and Executive Creative Director, GREY Canada. “Every so often we produce something so incredible that it captures the attention of the world. This is exactly what GREY Vancouver did and we are so incredibly proud of our team’s accomplishment here at Cannes.”

REY Vancouver tasked GREY Vancouver with touting the creativity of the sound studio to its existing and potential client base in North America. Along with creating and launching a new brand identity and a corporate website – GGRP.com – GREY created a direct mail piece.

GREY created a portable player using a single piece of cardboard which folds up into an envelope that includes the record. Using a pencil, the record can be manually played to hear an animated narration of a story titled “A town that found its sound” which describes how a small town discovered music and was never the same again. The story highlights the importance of sounds in everyday life.

Online conversation surrounding the direct mail piece extended to more than 20,000 YouTube views in a week, more than 500 blog mentions – and a jump in GGRP website traffic from 50 page views a week, to more than 70,000. The promotional piece is a keepsake, with creative directors across Canada and the US requesting additional copies...Profectio

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