GREENPEACE / anewwarrior.com

CASE STUDY

AWARDS

Yellow Pencil - D&AD- 2012

Gold Effie Award 2011

Silver Lion in Cyber at Cannes Festival 2011

2 Silver Lions in Promo&Activations at Cannes Festival 2011

Bronze Lion in PR (best use of digital PR) at Cannes Festival 2011

FWA of the month ( 2011, March)

FWA of the day

FRENCH FEDERATION OF SOCCER / France vs Brazil

HONDA MOTOR FRANCE / Press campaign 2011

Objectives

Use communication to strenghen an emotional link between the brand and the riders

Create consistency and a differentiating graphic identity
Challenge

How to inject emotion into a brand that is lacking passion?

Strategy

Show that behind Honda Motorcycle there is a rider with a dream

Be rider focused in the headlines.
Be product focused in the visual.

* CBR600F / You can drag a knee at each turn, without finishing the day exhausted.

CBR125R/CBR250R/* Welcome in the closed circle of those who say thank you with the foot.

CBR600FvsHornett* Do what you won’t be able to do once on the road.

Open doors day Honda / * Tell your old bike you’re just taking it for a ride

VFR1200 / * If shifting becomes tiring, do as if you were at work.
Delegate.

VFR800X / * The first bike born from the crossing between a city street and a mountain road

PCX125 / * If earning more seems compromised,
then spend less.

L'EQUIPE / Sport is for sharing

Background
L'Equipe is the first national media sport brand in France:
Brand Audience: 8 million people per week (L’Equipe sport newspaper / lequipe.fr / L’Equipe TV)  
Objective

Recreate brand attachment with the audience.

Challenge

How to demonstrate that L'Equipe is part of your daily sporting life ?
Strategy

Reassert that the brand is a creator of social link between all sports fans.

The brand mission of L’Equipe is all about sharing sports.

FILM

Subtitles : 
A game is never over.
L'Equipe. Sport is for sharing.

NIKE SPORTSWEAR / V is for victory

Objective
Launch the Nike track jacket in France as the benchmark for stylish sportswear.
Challenge
How to create a buzz with our target of savvy/sport inspired ?
Strategy
Capitalize on French sporting icons and build on the brand message « V is for Victory » through viral films. 
Results 
More than 1 million views on youtube

FILM 1 

 FILM 2

FRANCE FOOTBALL MAGAZINE / Ballon d'or 2009

A print ad that pays tribute to the genius of Lionel Messi, Golden Ball France Football® 2009, (best player in the world), referring to the hand of God from his renowned compatriot Diego Maradona during the 1986 World Cup against England.

 

LIPTON ICE TEA / Hugh Jackman - Tokyo Hotel -

Objective 

Position Lipton Ice Tea as a cool soft drink beverage in loyalty markets (Western Europe ) to young adults.

Challenge

How to become a cool brand and not just a refreshing beverage ?

Strategy 

Drink Positive : Lipton Ice Tea makes you feel good giving you a positive outlook

Results   
Record business growth for the brand  in Western Europe.
More than 1M views on youtube.

FILM

WEBSITE (Digital promotion)

Consumers are invited to upload their own video based on the theme « I am positivity » to win a chance to be in the next LIT commercial featuring Hugh Jackman

PRINT

LIPTON ICE TEA : Hugh Jackman - Hard days work-

Objective 

Educate about the goodnees of tea and drive awareness in the penetration and launch markets. (LATAM/Eastern Europe).

Challenge

How to educate on the product benefit without being boring and too rational ?

Strategy 

Lipton Ice Tea completely refreshes you the natural way even during your hard days work.

Results

Record business growth for the brand in LATAM&Eastern Europe regions.

FILM

 

NIKE / All Star Game at Bercy

Objective

Promote the All Star Game 2008, in France.

Challenge

How to reinforce the association with Nike and All Star Game  whilst  reinforcing the brand basketball message : Unstoppable game ? 

Srategy 

Posistion the All Star Game as the most spectacular American show ever in France. 
Meet the French giants basketball players in Bercy for a show.

Resuts 

100%  Bercy stadium occupancy rate

HENKEL GLUES / Rubson / Mastics GO

CASE STUDY

 

AWARD

Silver Pencil at One Show Entertainment 

HENKEL GLUES / Powertape

CASE STUDY

 

AWARD

Prix Strategies ( Category Product & Service Household)

NIKE / International car free day.

FRANCE FOOTBALL MAGAZINE / The Cliff

Objective 

Reposition the first soccer magazine in France

Challenge

How to make France Football the reference for all the fans of soccer ?

Strategy 

Demonstrate the expertise and the passion of soccer that France Football shares with their readers.

Resutls

+ 38% of sales during the communication period..

Awards

Effie Finalist

Shorlist Film at Cannes Festval

FILM

L'EQUIPE / e-magazine L'Equipe Junior

CASE STUDY

NIKE / Rugby World Cup 2007 / Just Do It

Objective 

Mobilize the French public behind their national team during the RWC2007.

Challenge

How to legitimate Nike brand in the French Rugby ?

Strategy 

Awaken patriotic feelings of all the French supporters and position Nike as the first supporter of the "XV de France" through a Just Do It story.

FILM

PRINT "FRANCE" VS "NEW ZELAND 

L'EQUIPE / Memories

Objective 

Unify all the sub-brands L’Equipe around the same brand message.

Challenge

How to have single brand message to unify a newspaper (L’Equipe), a tv channel (L’Equipe TV)  and a website (lequipe.fr) ?

Strategy 

More than a rational message use emotion to demonstrate the passion of sport which unify all the sub-brands throught the memories of fans.
Award
Shortlist Film at Cannes Festival 

FILM

Subtitles :
-Hello

-Hello

-It’s…

-This ?

Davis Cup 91

I was on my barbecue , when  at the match point…yeah !!

Since then…

And you ?

-99 France-New Zeland

I was cutting a pizza anda t the end of the match…yeah !

And so…

World cup 98 ?

Carefull, my pizza wheel…

For real sport fans

L’Equipe / L’Equipe Magazine / L’Equipe TV / L’Equipe.fr

Legends sports.

HENKEL GLUES / Superglue

 CASE STUDY

 

RUGBY WORLD CUP 2007 / Allez au contact.

Objective

Sell more than 2M tickets for the rugby world cup in France to obtain 80% stadium occupancy rate.

Challenge

How to mobilize the French public who traditionally don’t have the habit to attend stadium games comparing to English, Spanish or Italian public ?

Strategy 

Give value to the live stadium experience and to the geographic proximity of the event for the French public vs. the rest of the world.

Results 

95% stadium occupancy rate and more than 2,3M tickets were sold.

FILM

 

PRINT