EPICA UN­VEILS PROVOCA­TIVE AD CAM­PAIGN

ArabAd - - CAMPAIGN -

The Epica Awards has launched a cheeky new ad­ver­tis­ing cam­paign cre­ated by Paris­based agency Alt­mann+pacreau. The press and ban­ner cam­paign stresses the fact that Epica is judged by jour­nal­ists and is there­fore a cred­i­ble and ob­jec­tive com­pe­ti­tion in the awards land­scape. The cam­paign shows fa­mous cre­atives on ju­ries re­ceiv­ing cheer­ful texts from “friends” in the in­dus­try, which are ac­tu­ally thinly dis­guised beg­ging re­quests for votes. Agency co-founder Olivier Alt­mann, the for­mer world­wide chief cre­ative of­fi­cer of the Publi­cis net­work, said: “There are so many awards com­pe­ti­tions these days that we had to find the right message to stand out. Luck­ily Epica, as far as I know, is the only award judged by jour­nal­ists. Not cre­atives. Some­thing which could ap­pear as a lack of cred­i­bil­ity was in fact for us a com­pet­i­tive ad­van­tage – be­cause the jury can be to­tally ob­jec­tive. No-one in the room is in­volved in the work or needs to pro­mote their own agency. When you serve on a jury you re­ceive lots of ‘friendly’ mes­sages, try­ing to find out what’s go­ing on and putting a gen­tle pres­sure on your judge­ment. So we built on this in­sight to pro­mote Epica, one of the few world­wide awards that most agen­cies sup­port specif­i­cally be­cause of its sin­gu­lar­ity.” Al­though it has a unique model, Epica counts in the big an­nual rank­ings of the mostawarded cam­paigns. It is cel­e­brat­ing its 30th an­niver­sary this year, with a cre­ative con­fer­ence and cer­e­mony in Am­s­ter­dam on Novem­ber 17.

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