The One Show
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Category
Experiential Advertising / Guerilla
Annual ID
150598A
About the Work
The Challenge The cruise line MSC asked us to grab people’s attention during the world’s biggest port festival in Hamburg. A real challenge, considering that all on-site advertising was already booked by our biggest competitor AIDA Cruises. And: We had almost zero budget. The Idea We used the only medium we had: the MSC Magnifica itself. How? We modified its horn and entered the harbor with a monumental anthem: The White Stripes Song „Seven Nations Army“ – played for the first time by a 90.000 ton cruise ship. The Result Our ship became the talk of the town. Briefing accomplished. However, it didn’t stop here. Video recordings of visitors went viral – with 69 Million global impressions on a budget of only 5.000 Euros. Our ship even landed in the late-night talk show „Conan“ – and baffled one special guest, Jack White himself: „I didn’t know that ships can play songs.“ Well, now he does.
2015 Awards
Total Points: 15
Silver Pencil
Credits
Agency
Leagas Delaney Hamburg GmbH / Hamburg
Art Director
Alina Gampert
Samuel Huber
Matthias Grundner
Chief Creative Officer
Hermann Waterkamp
Creative Director
Jan Wölfel
Michael Götz
André Hennen
Agency Producer
- Leagas Delaney Production Department
Music / Sound
Hastings Audio Network
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