What if the Grand Prix for Direct and Promo was Politically Incorrect?
Last night, the first of the Lions were dished out. The first two Grand Prix for Direct and Promo & Activation, were awarded for one single campaign, created by BV McCann in Romania. The product was Rom chocolate, a source of national pride, (Romanian flag on the packaging) whose sales are in decline. The agency had a radical idea to promote the candy bar: make it American! They replaced the Romanian flag with the stars and stripes and got an English speaking spokesman. Even the slogan became “the taste of coolness”. This radical change prompted consumer outrage and a week long media circus, with organized flash mobs protesting the Americanization of Rom, until the original product was restored.
The below videos show the launch of the “new” Rom bar as well as the revelation of the hoax with the reaction of Romanian consumers! This nationalistic and slightly anti-American campaign won the Grand Prix for Promo/Activation, beating out the “Musical Fitting Rooms” campaign (Gold Lion) for the online music store Starhub. The campaign also beat out “Old Spice Response” in the Direct category. Not too shabby!
The third category of prizes was for PR, with a Grand Prix going to the National Bank of Australia. However, TBWA\Chiat\Day New York got two Gold Lions for the “Digital Death” operation for “Keep a Child Alive” (video below), which I mentioned in a post last autumn. TBWA
also brought home a Bronze Lion in PR for “The Messiah” campaign created by TBWA\London for Adidas with Lionel Messi. Our agency in Sydney, Whybin\TBWA Syndey, won a Bronze Lion in the Direct cateogry for NRMA with “My car is your car.”