Advertiser: P&G
Agency: GREY NEW YORK
Category: Best Online Advertising in a Promotional Campaign
Advertising campaign: THE OFFICIAL SPONSORSHIP OF THE AZERBAIJANI OLYMPIC WRESTLERS
Producer London: Charlotte Woodhead (Moxie)
Producer: David Cardinali (Grey New York)
Editor: Elizabeth Krajewski (Beast)
Associate Creative Directors: Erik Tell (Grey New York)
Account: Erin Lewis (Grey New York)
Director Broadcast: Jared Hess (Moxie)
Associate Director Of Broadcast: James Mcpherson (Grey New York)
Creative Director: Jeff Stamp (Grey New York)
Producer LA: Laura Heflin (Moxie)
Executive Creative Director: Per Pedersen (Grey New York)
Editor: Rebecca Beluk (Beast)
President/Chief Creative Officer: Tor Myhren (Grey New York)
Editor: Adam Smith (Beast)
Account: Emily Darby (Grey New York)
Associate Creative Directors: Marie Ronn (Grey New York)
Assistant Producer: Zachary Fleming (Grey New York)
Assistant Account Executive: Chloe Sloofman (Grey New York)
Executive Producer London: Dawn Laren (Moxie)
Account: Diana Blau (Grey New York)
Account: Jean Donahue (Grey New York)
Executive Producer LA: Lizzie Schwartz (Moxie)
Director Digital: Luke Franklin (Moxie)
DOP: Richard Mott (Moxie)
Account: Rick Reilly (Grey New York)
Implementation
When Febreze got the opportunity to advertise during the London Olympics, we need a unique idea to stand out among other Olympic advertising. We had to zag while others zigged by avoiding the typical big-time TV sponsorships. We found an uncelebrated, but talented, team in need of some odor-elimination freshness, the Azerbaijani wrestling team. We then set out to make the world fall in love with them with a series of web videos documenting their road to London. Throughout the digital shorts, viewers saw how Febreze helped them on their road to Olympic gold.
Client Brief Or Objective
The Task:Make Febreze cut through the cluttered advertising space that was the London 2012 Olympics and prove that Febreze can beat even Olympic-sized odors.The Idea:To avoid the typical big-time sponsorships. We found an unknown but talented team in need of some odor-eliminating freshness: The Azerbaijani Wrestling Team. We then set out to make America fall in love with them through a series of web videos, documenting their road to London, and how Febreze helped them on their way to Olympic Gold.The Result:With 273,901,525 media impressions, including a feature in the New York Times, the campaign reached over 800,000,000 people.
Outcome
Our goal was to stand out among other Olympic advertising, and we did with 273,901,525 media impressions, including a feature in The New York Times. The campaign reached over 800,000,000 people. The online videos were seen 53% more than the average seeded campaign, and total engagement on the Febreze Facebook page grew by 550%.
Relevancy
Febreze eliminates even the worst of odors, and one odor that is particularly tough for active families is the stink that comes from playing sports. Olympians are the highest-performing athletes in the world. They train hard for hours each day, and that means that they work up even more sweat than the average teenage sports player. If Febreze can eliminate the sports odors of Olympians, then it can certainly work on a family’s sports odors and home.