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The Relationship
LBi has been an active member of the D&AD for many years. While some of our creatives have already bagged a lucrative pencil or two, the rest of the agency gets pretty excited about President's lectures and D&AD workshops. Over the years we've also been involved in the education council, helping to spread the digital love amongst the "yoof" of the industry, making us big supporters of the annual student awards and show, New Blood.
The Work
In 2009, the D&AD approached us to create buzz and excitement around New Blood. Our campaign idea asked the great, the good, and the generally quite motivated to pledge 'I'll Be There'. Using famous snapper Nadav Kander, we shot six industry heroes to make iconic and – dare we say it – quite traditional posters. Placed around colleges and agencies, they encouraged students and industry specialists to make pledges of their own and upload to the main D&AD website. And to have a little fun with the campaign idea and images in the process.
The Outcome
Thousands of pledges were received and blog activity went crazy, with lots of debate around the campaign, good and bad – but that's how we like it. I'll Be There created a genuine buzz around the notion of celebrity within our industry and demonstrated a rich interplay of 'traditional' and digital skills.
Tags: award-winning, campaign, charity, client, community, creative, D&AD, featured, social, tech, web
Update: D&AD New Blood takes on a life of its own…
Looks like people are having fun with our New Blood campaign. The posters are popping up all over the place. Those of you who walk past Wieden + Kennedy in the mornings may have noticed one proudly displayed centre/front in their window. Apparently Dare, Mother, Poke and a whole bunch of others also have them up. Below are just a few examples of how our campaign has (umpromtedly – new word) taken a life of its own:
Tags: award-winning, campaign, charity, comms, event, Web design
LBi’s SYRUP wins ‘International people’s voice award’ at the WEBBY’s
Syrup’s Hello FRA campaign is this years People’s Voice Award Winner in Interactive Advertising at the 13th Annual Webby Awards.
Hailed as the “Internets highest honour” by the New York Times, 500,000 people voted for their favourite websites, videos and ads. Syrup Stockholm will pick up their award in New York on 8th June, fans will be able to watch the ceremony, including Syrup’s ‘5 word only’ speech via YouTube.
Hello FRA is the campaign that introduced digital disobedience to the net. In spring 2008, the Swedish government proposed a new law that makes mass-surveillance of e-mail-traffic, sms, phones, etc. possible of Swedes without suspicions of illegal activity. With the campaign Hello FRA, the little independent newspaper Fria Tidningen, gave people the opportunity to sabotage the new law and join the fight.
Syrup created a simple standard text that people can put in their e-mails that makes FRA’s computerized search programs react. This will make the FRA’s digital e-mail filters busy analyzing ordinary e-mails, and will make their million-dollar investment worthless. With a simple mail signature people can spread the word through their daily mail communication. The text can be changed randomly with different “dangerous” trigger words. Without any media investment, the campaign spread instantly,, e-mail to e-mail and blog to blog.
Fredrik Lundgren, Creative Director at Syrup, “The beauty of the campaign is that it shows that people wish to be part of the message. A very simple way to use the social functions on the net and give people a tool to express their view”.
Jonas Sandström, marketing director at Fria Tidningen, “The first time I got an email with a Hello FRA-signature in my mailbox from an outside contact; I realized the extent of the campaign.”
The 13th Annual Webby Awards received nearly 10,000 entries from over 60 countries and all 50 states.
Tags: Amsterdam, award-winning, campaign, ePr, event, LBi Group, Syrup, Vodafone
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