Prezentace pro soutěž mladých kreativců z reklamních agentur Young Lions 2012, se kterou jsme se s Lukášem Krčilem umístili na 4.-7. místě v konkurenci 22 agentur. Od zadání briefu po odevzdání kampaně jsme měli 24 hodin.

1. Let’s
get
our
colleague
back
to
the
stage.
Artists
for
artists.

2. Big
issue
How
could
we
convince
10
million
people
that
we
do
the
right
thing
with
budget
1
million
crowns?
We
don’t
have
to
convince
10
million.
It’s
enough
to
convince
500
people
and
they
will
do
the
rest.
500
famous
people.

3. The
campaign
that
targets
to
artists
We
have
changed
our
target
audience.
We
will
show
the
artists
that
it’s
their
problem
too.
We
will
engage
them.
Artists
for
artists.
“Let’s
get
our
colleague
back
to
the
stage”

4. Our
strategy
2.
General
public
1.
Artists
are
great
medium
They
will
severalfold
increase
our
budget!
3.
Potential
donors

5. 1.
Artists
How
to
engage
them
-­‐
To
show
them
the
story
about
their
artistic
heroes
of
their
childhood
and
about
our
project
House
of
four
Muses
-­‐
Artists
for
artists
-­‐
Jan
Svěrák
becomes
an
opinion
leader
-­‐
personal
tone
of
voice
-­‐
Direct
message
after
the
performance
-­‐
Your
biography
-­‐
t-­‐shirts
-­‐
Microsite
about
the
project
House
of
four
Muses
-­‐
Social
media

6. 2.
General
public
People
love
artists
and
they
trust
them
Artists
act
at
Tv,
newspapers,
youtube,
concerts
and
so
on
where
they
can
promote
our
message
“Let’s
get
our
colleague
back
to
the
stage”
via
t-­‐shirts,
interviews,
young
musicians
(Nightwork)
could
compose
a
song…
We
make
a
buzz
by
PR
It
severalfold
increases
our
budget

7. 3.
Potential
donors
Artists
and
general
public
together
create
awareness
about
the
project
Direct
message
from
our
artists
with
invitation
to
very
special
event
We
create
great
icebreak
–
special
performance
at
the
Bránický
dvůr
for
our
potential
donors

8. Budget
and
timing
Timing:
At
`irst
to
engage
artists
and
then
general
public
July
2012
–
February
2013
Special
event
and
icebreak
April
2013
Budget:
950
000
Kč

9. Summary
How
could
we
convince
10
million
people
that
we
do
the
right
thing
with
Artists
create
awareness
about
the
budget
1
million
crowns?
project
via
Tv,
interview,
concerts,
We
don’t
need
10
million,
it’s
enough
performances,
it
makes
buzz.
500
famous
people.
They
severalfold
increase
our
budget.
General
public
listen
to
artists
because
they
love
them
and
learn
about
House
of
four
Muses
We
create
the
campaign
that
targets
to
artists
“Let’s
get
our
colleague
back
to
the
stage”.
We
engage
them
because
it
could
be
their
life
story
too.
Potential
donors
love
artists
too.
Artists
for
artists.
After
that
we
invite
them
to
special
event,
performance
at
Bránický
dvůr
just
for
them
where
our
artists
act.
It’s
great
icebreak.
Goals
of
the
campaign
-­‐ e
create
a
community
of
artists
W
-­‐ hen
we
use
them
as
our
“medium”,
it
makes
buzz
and
it’s
creative
way
how
T
to
severalfold
increase
our
budget
-­‐ everybody
loves
artists
and
listen
to
them
E
-­‐ pecial
event
will
be
great
icebreak
to
get
money
S