Underground: DROGA GIVE ME 5

Credits & Description:

Advertiser: UNDERGROUND
Agency: UNDERGROUND
Category: Best Use of Digital Media
Advertising campaign: DROGA GIVE ME 5
Students: Andrea Saturno (Underground)
Students: Federico Green (Underground)
Students: Jaime Vanegas (Underground)
Students: Bruno Waldbaum (Underground)
Students: Leandro Baca (Underground)
Students: Lucas Kraglievich (Underground)
Students: Nataly Osorio (Underground)
Students: Manuel Torres (Underground)
Students: Mayela Duarte (Underground)
Students: Oscar Rincón (Underground)
School Director: Pablo Gil (Underground)
Students: Sebastián Luque (Underground)
Students: Angela Binimelis (Underground)
Students: Ayelen Privato (Underground)
Students: Camilo Rodríguez (Underground)
Students: Jorge García (Underground)
Students: Josefina Salgado (Underground)
Students: Laura Pérez (Underground)
Students: María Paula Castaño (Underground)
Students: Mario Anchorena (Underground)
Digital Career Director: Martín Latrechina (Underground)
Students: Nahuel Pintos (Underground)
Students: Sandra Lóez (Underground)
Students: Cesar Guerrero (Underground)
Lecturer: Diego Rubio (Underground)
Students: Felipe Arenas (Underground)
Students: Jorge Anastasiu (Underground)
School Director: Tony Waissmann (Underground)

Execution
After going through all the available options, we realized that the fastest and the most effective way of making contact with David Droga was to develop a website just aimed at him. It had to be a site that could get his attention immediately, and also take our message directly to him. After a few months, we cloned his agency site and we made sure he was aware of that through twitter. Each member of the team created a DrogaGiveme5 account with his name and we all tweeted at the same time. On our site we invited him to contact us through Skype. The idea was to have a live conversation with David and ask him for work.

Effectiveness
In less than 24 hours after we launched the site, we made our first contact with David Droga: His assistant sent us an e-mail arranging a Skype conference with him. The Video conference was a success, not only we had an excellent conversation with David, but he also arranged to meet us in Buenos Aires.

Strategy
As digital creative students, our main objective was to finish our studies and put together a strong portfolio that could get us a job in any agency. We wanted to get the attention of the entire advertising world and that any creative director would invite us to join his team. Agencies are always looking for new talent, so we decided to make the most of that chance and we aimed our campaign to those that will choose to hire us or not in the future. To call the attention of those creative heads is not easy at all, so we choose to focus on the Creative Chairman of Droga5, David Droga, if we could get the attention of the best creative in the world, and ask him for work, the rest would definitely pay as attention. So we ask him to, 'Give us 5'.