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Category
Social Post / Real-time Response
Annual ID
OS_SM21_014B
About the Work
Fiverr, an on-line freelance marketplace needed to kick their business customer growth into high gear. They asked us to create a Super Bowl ad and a social activation that would gain them instant awareness within the small and medium sized business audience.
So, to do that we used an example of a small business that was suddenly presented with a huge opportunity - Four Seasons Total Landscaping. With just one errant Presidential tweet, they became the most famous small business of 2020.
Then, during the Super Bowl we went right back to Twitter to deliver our message using the same type of misguided post. After each commercial we tweeted a message to congratulate our fellow advertisers on their commercial AND also bring attention to small business at the same time. We tweeted at Pizza Hut but tagged Pita Hut in Lakewood NJ. We tweeted to Door Dash but tagged Dash Door in Doral FL.
Dozens of brands and dozens of small businesses. And once our commercial ran featuring Four Seasons Total Landscaping, it all made perfect sense. And big and small brands played along all night.
In the end we helped generate an audience awareness jump of 56% with small business and 214% with medium businesses. But more importantly, we gave some needed exposure to the little guys.
So, to do that we used an example of a small business that was suddenly presented with a huge opportunity - Four Seasons Total Landscaping. With just one errant Presidential tweet, they became the most famous small business of 2020.
Then, during the Super Bowl we went right back to Twitter to deliver our message using the same type of misguided post. After each commercial we tweeted a message to congratulate our fellow advertisers on their commercial AND also bring attention to small business at the same time. We tweeted at Pizza Hut but tagged Pita Hut in Lakewood NJ. We tweeted to Door Dash but tagged Dash Door in Doral FL.
Dozens of brands and dozens of small businesses. And once our commercial ran featuring Four Seasons Total Landscaping, it all made perfect sense. And big and small brands played along all night.
In the end we helped generate an audience awareness jump of 56% with small business and 214% with medium businesses. But more importantly, we gave some needed exposure to the little guys.
2021 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Publicis / New York
Production Company
MJZ
Post Production Company
Parlament
Editorial Company
Mackcut
Art Director
Camilla Ciappina
Chief Creative Officer
Andy Bird
Creative Director
Kristen Koop
Director
Avelino Rodriguez
Nick Ball
Director of Photography
Lol Crawley
Editor
Ian Mackenzie
Executive Producer
Emma Wilcockson
Gina Pagano
Global Chief Strategy Officer
Mick McCabe
Producer
Karen Chen
Magali Sagarra
Assistant Editor
Cooper McLane
Audio Mixer & Sound Designer
Jody Nazzaro
Creative Director / Art Director
Shaun Bruce
Creative Director Copywriter
Zac Sax
EVP, Executive Creative Director
Matt McKay
Junior Copywriter
Jane Raymond
Music / Composer
Jonathan Dreyfus
Senior Marketing & Consumer Strategy Director
Ivette Alonso
SVP, Executive Creative Director
Josh Horn
SVP, Strategy Director
Ben Zumsteg
VP Executive Producer
Lauren Schneidmuller
Associate Director Business Affairs
Janet Regan
Audio Record & Mix
Super Exploder
Color Company
MPC
Colorist
Ricky Gausis
EVP, Head of Integrated Production
Jenny Read
Local Service Production Company
The Lift Managing
Partner
Jose Barrera
President / Co-Founder
David Zander
Production Designer
Andrew Reznik
Production Manager
Beth Schiffman
Senior Director Social Content & Engagement Strategy
Matt Heindl
Senior Program Manager
Chelsea Brill
SVP, Director of Business Affairs
Robin Oksenhendler
SVP, Group Director, Program Management
Paul Daligan
VFX / Post Production Company
Parlament
VP, Account Director
Anna Pogosova
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