2015 Winners & Shortlists

Creative Execution

We posted the video via Facebook and other mobile video networks so that our video would get out to all our fans and then, in turn, be shared by them with their friends, creating a viral effect.

The campaign was only launched on the 10th February, so we do not have data.

Insight: People get stuck in a routine and forget about what’s going on around them, the entertainment available beyond their everyday lives. Strategy: Using this insight, we remind people that there’s more to life than staying in doing mundane things, and to get out and make the most of all that the city has to offer. The idea: By using the world’s current internet obsession of sharing kitten videos, we join in, but with a twist at the end. We show the owner of the cutest kitten ever, playing with her kitten. The owner is clearly transfixed and mildly obsessed with her kitten. It’s like there’s nothing else in the world to entertain her…