The NEW CategoryEntrant:
Credits Media Type: Blogs/Direct/'Gathering' of bloggers at Brand Headquarters URL Address: http://www.youtube.com/mysterypackageawards Corporate Name of Client: Royal National Lifeboat Institution Account Managers: Georgia Bradley-Grant/Joseph Pirrie/Elly Woolston Agency: Proximity London, London Executive Creative Director: Caitlin Ryan Creative Director: Debi Bester Copywriters: Debi Bester/Chris Monk/Nick Moffat Art Director: Sonia Singleton Production Company: Pulse Films, London Executive Producer: Thomas Benski Producer: Neil Andrews Director: Dan Morgan
Basic description of the project: The media portrays British youth as thugs - it’s misleading and they resent it. Find out how we used this insight to build the RNLI from ‘the charity least known among young people’ to ‘one of the most talked about charities online’ in summer 08. By recognising bloggers as new media moguls. By empowering them to challenge old media. By sending a mere handful of unbranded ‘mystery packages’ provoking 1,000,000 views comments and videos, and reaching over 10% of 15-20 year olds in Britan. By creating a campaign that became a movement and rebranded not only the RNLI but a generation.