Art Director focussing mainly on concept development and project scoping
The Phillips Liveable Cities Award is a global initiative designed to encourage individuals, community groups and businesses to develop practical, achievable ideas to improve the health and well-being of people living in cities. The Award consists of three grants which are awarded for realisation the winning ideas.
Philips wanted to reach out to their target audience to explain the award and give inspiration to potential participants, as well as allow people to apply and follow their progress.
We created a CNN/Philips 'advertisement feature page' to showcase the award and generate discussion via a Twitter aggregator which displayed current relevant topics surrounding health and well- being in cities. Pushdown ads and a series of supporting ad units which housed the 'About the Award' video (created in collaboration with our production team)and 3 videos showcasing submitted ideas all contributed to driving traffic to the portal.
The campaign comprised digital and TV, and necessitated sharing of assets with another agency. Our digital team created graphics for animation and use in the TV spots, and the partner production team supplied assets for site and banner integration. This fully integrated process resulted in a challenging but ultimately fluid and agile workflow.
The award attracted 450 applicants from 29 countries, 3 of which were successful in receiving grants from Philips totalling 125,000 Euros.