Adrian Botan
Chief Creative Officer Europe at McCann
London, Großbritannien
TitelPin the Pink
Agentur
Kampagne Pin the Pink
Werbende FUNDATIA RENASTEREA
Marke FUNDATIA RENASTEREA
Datum der ersten Ausstrahlung/Veröffentlichung 2015
Geschäftsbereich Öffentliche Sicherheit & Gesundheit
Problem Insight: Social campaigns never get noticed and fall under the radar due to the lack of media budgets. Strategy: Piggy back ride on other brands and their already approved media budgets. Idea: Convince the biggest brands to donate prime time air time for breast cancer awareness on international women’s day and make all Romania join the cause and turn celebrity visuals into campaign ambassadors. 
Ergebnis Coca-Cola, KFC, Pizza Hut, Rom and Napolact donated their TV commercials on 4 national channels 1250 pinned outdoors 20 cities joined the movement 79 celebrity endorsers 2.3 million women saw the ribbon on TV 220.000 euro in free media 
A guerilla campaign of pink ribbon pinning, the international symbol of breast cancer awareness. We made everybody see and talk about the pink ribbon by convincing brands to postproduction pin it in their commercials and air it prime time on women’s day. We also made a 5 different sizes pink ribbon kit for people to order or download, take to the streets and pin it on all the posters and visuals of famous people. 
We wanted to make everybody an ambassador of the campaign by placing all media in the hands of the people. The campaign site encouraged people to order home the 5 size ribbon kit or download it from the website and make their own ribbons, take them on the streets and pin all the celebrities they encounter. From writers to models, from composers to movie stars, the pink ribbon was pinned in the chest of all the city’s statues, posters, bus shelters, stencils and shop windows. 
Medientyp Case Study
Länge
Soundtrack Left Hand Free by Alt-J
Chief Creative Officer
Chief Creative Officer
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Client Service Director
Client Service Director
Group Account Manager
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