“Best Use of Social Media” og “Danish Mother Seeking” – spurgte man i efteråret, om de to sætninger passede sammen, ville det udtalte svar have været et rungende nej.
Turistorganisationen VisitDenmark stoppede efter kort tid kampagnen, hvor en Karen26 søger faderen til sit barn (resultatet af en udførlig definition af begrebet ‘hygge’). I medier og kommentarfora var holdningen, at kvinder så løse på tråden ikke nødvendigvis var det fede billede at tegne af det officielle turist-Danmark, og Dorte Kiilerich endte med at gå af som adm. diretør for VisitDanmark – og slå dermed følge med to medarbejdere, der mistede jobbet i kølvandet på den stoppede kampagne.
Bureauet bag den virale markedføring var Grey København – var, for Grey opsagde samarbejdet, fordi der med ordene fra adm. direktør Peter Ferslew “fremadrettet ikke mere er grundlag for et udbytterigt samarbejde, og så er det bedst at skilles”.
Men når “Best Use of Social Media” og “Danish Mother Seeking” alligevel mødes i samme sætning, så skyldes det, at Grey har sendt casen ind til Cannes Lions i netop denne kategori.
Bureauet havde i sin tid – i konkurrence med 12 andre bureauer – vundet VisitDenmarks virale budget med “adskillige kreative koncepter, som på hver deres måde er nytænkende og innovative i forhold til, hvad man har set før inden for viral markedsføring” – for nu igen at citere Peter Ferslew.
Og noget er der måske om snakken – i den korte tid, hvor Mor Karen fra officielt hold fik lov til ligge på YouTube, høstede den 2,5 mio. visninger. Ja-ja: Antal visninger er ikke et succesparameter i sig selv, men man havde i al fald folks opmærksomhed.
Også fra toppen af Grey-netværket har MorKaren vakt opmærksomhed – og nyder opbakning. For ifølge Resume.se giver Tim Mellors, global creative director for Grey, kampagnen disse ord med på vejen:
“Dokumentar-stilen viste sig at være utroligt overbevisende og vakte folks nysgerrighed om livet i Danmark.”
Konkurrencen i Cannes er blevet hårdere i år, med en 7 pct. stigning i antal indsendte arbejder i forhold til 2009. I alt dyster 24.242 arbejder i år, hvilket er det 4. højeste antal bidrag nogensinde.
Grey og MorKaren deltager i en kategori under Media Lions, som i år har godt 17 pct. flere cases end sidste år.
Til gengæld er der blevet længere mellem de danske arbejder. 112 DK-bidrag mod 159 sidste år, hvilket er et fald på 30 pct.
Se Danish Mother Seeking her – med en alternativ udgave af afmeldingen.
FILM |
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Title | Advertiser | Product | Agency |
BEAR | TULIP FOOD COMPANY | LIVER PATÉ | & CO. Copenhagen |
CROC | TULIP FOOD COMPANY | ROAST BEEF SLICES | & CO. Copenhagen |
BEE RACE | CARLSBERG DENMARK | SPORT DRINK | & CO. Copenhagen |
TEST | SEAT | ECOMOTIVE RANGE | ZUPA Copenhagen |
THE- WE-THINK-YOU’RE-TOO-YOUNG-TO-GO-TO-SUNNY-BEACH-TEST | IKEA | IKEA | HJALTELIN STAHL & CO. Copenhagen |
FRESH VEGETABLES | FAKTA | GROCERY STORE | UNCLE GREY Århus |
SAMPLES | FAKTA | GROCERY STORE | UNCLE GREY Århus |
CLOSET ASSEMBLY GONE BAD | INTERFLORA | FLOWER DELIVERY | ROBERT/BOISEN & LIKE-MINDED Copenhagen |
ELEVATION BED | INTERFLORA | FLOWER DELIVERY | ROBERT/BOISEN & LIKE-MINDED Copenhagen |
ROCK CONCERT | INTERFLORA | FLOWER DELIVERY | ROBERT/BOISEN & LIKE-MINDED Copenhagen |
MR. JENSEN | SPIES | TRAVEL AGENCY | ROBERT/BOISEN & LIKE-MINDED Copenhagen |
GREEDY GRANDMA | SPIES | TRAVEL AGENCY | ROBERT/BOISEN & LIKE-MINDED Copenhagen |
DIAPER | FITNESS DK | FITNESS AND GYM | HJALTELIN STAHL & CO. Copenhagen |
DON’T RELY ON CUPID | SCOR.DK | DATING WEBSITE | ROBERT/BOISEN & LIKE-MINDED Copenhagen |
LOSE THE SUBS | DANISH BROADCASTING CORPORATION | DR HD TV CHANNEL | SPLENDID Copenhagen |
JAWS WITH A TWIST | CBB MOBIL | MOBILE SERVICES | & CO. Copenhagen |
GLASSES FOR AFRICA | NYT SYN | OPTICIANS EYE GLASS DONATION | AARHUSKONTORET Århus |
HERO OF THE CONSTRUCTION SITE | DANISH WORKING ENVIRONMENT COUNCIL | OCCUPATIONAL SAFETY AND HEALTH | TABULA RASA Copenhagen |
BRAIN ACTIVITY | AALBORG UNIVERSITY | UNIVERSITY | FEDDER+OKKELS Nibe |
INTERRUPTION | MÉDECINS SANS FRONTIÈRES | DOCTORS WITHOUT BORDERS | HJALTELIN STAHL & CO. Copenhagen |
COME TO FLEGGAARD LADIES | FLEGGAARD | CROSS BORDER SHOPPING | UNCLE GREY Århus |
FREE YOUR DANCE | JABRA | HALO HEADPHONES | ZUPA Copenhagen |
Total | 22 | ||
PRESS |
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Title | Advertiser | Product | Agency |
SORRY TOYOTA | DANSK PORT TEKNIK | DPT GARAGE DOORS | HALBYE KAAG JWT Copenhagen |
MOSQUITO | GREEN PEOPLE | DAY CREAM | OGILVY & MATHER Copenhagen |
CHANDELIER | MATTEL | HOTWHEELS TRICK TRACKS | OGILVY & MATHER Copenhagen |
FAN | MATTEL | HOTWHEELS TRICK TRACKS | OGILVY & MATHER Copenhagen |
HAITI CELLPHONE HOUSE | DANSK FOLKEHJÆLP | HAITI FUNDRAISING | BBDO DENMARK Copenhagen |
OUTDOOR |
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Title | Advertiser | Product | Agency |
ICON BOTTLE DROP | ORANGINA SCHWEPPES | ORANGINA | CO+HOGH Copenhagen |
ICON BOTTLE PULP | ORANGINA SCHWEPPES | ORANGINA | CO+HOGH Copenhagen |
ICON BOTTLE NECK | ORANGINA SCHWEPPES | ORANGINA | CO+HOGH Copenhagen |
DELL-NOT SO DULL | DELL | INSPIRON LAPTOPS | MEDIACOM Copenhagen / ENFATICO Copenhagen |
STORES ON THE STREETS | SØSTRENE GRENE | SØSTRENE GRENE STORES | MEDIACOM Copenhagen / UNCLE GREY Århus |
200-197 METRES | McDONALD’S ROSKILDE | RESTAURANT | DDB Copenhagen |
LOST CAR CHANDELIER | MATTEL | HOTWHEELS/TRICK TRACKS | OGILVY & MATHER Copenhagen |
LOST CAR FAN | MATTEL | HOTWHEELS/TRICK TRACKS | OGILVY & MATHER Copenhagen |
TIPS FOR A SAFE HOME | BØRNEULYKKESFONDEN | HOME SAFETY TIPS WEBSITE | DDB Copenhagen |
HAITI CELLPHONE HOUSE | DANSK FOLKEHJÆLP | HAITI FUNDRAISING APPEAL | BBDO DENMARK Copenhagen |
FASHION HOOLIGANS | BIANCO FOOTWEAR | SHOES | & CO. Copenhagen |
PUDDLE | CAMPERS | FOOTWEAR | UNCLE GREY Århus |
METRO AMAGER STRAND | METRO | AMAGER STRAND | MEDIACOM Copenhagen / WIN WIN AGENCY Copenhagen |
THE MOST OVERLOOKED THEATRE IN TOWN | COPENHAGEN MUSIC THEATRE | THEATRE | BBDO DENMARK Copenhagen |
PAINT SIGNATURE | DANSKE MALERMESTRE | HOUSE PAINTERS | GREY COPENHAGEN |
DRAINPIPES | SPORT EVENT FYN | MINIGOLF WORLD CHAMPIONSHIPS 2010 | BACH // ANDERSEN Copenhagen K |
AN EXTRA WEEK OF SUMMER FOR THE DANISH PEOPLE | SOMERSBY/CARLSBERG DENMARK | CIDER | ROBERT/BOISEN & LIKE-MINDED Copenhagen |
METRO COOL GLOBES | METRO | COOL GLOBES | MEDIACOM Copenhagen / WIN WIN AGENCY Copenhagen |
RADIO |
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Title | Advertiser | Product | Agency |
WORLDWIDE POOL PARTY | THE COCA-COLA COMPANY | SPRITE ZERO | SAATCHI & SAATCHI Copenhagen |
CYBER |
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Title | Advertiser | Product | Agency |
THE SWAP | CADBURY STIMOROL | STIMOROL CHEWING GUM | SPRINGFIELD COPENHAGEN / INITIATIVE UNIVERSAL MEDIA Copenhagen |
FREE YOUR DANCE | JABRA | HALO | ZUPA Copenhagen |
SWET GOES RED | MOLOTOW | MOLOTOW PREMIUM | GREY COPENHAGEN |
LADYBIRD LOTTO | THE DANISH POOLS AND LOTTO COMPANY | LOTTERY SERVICES | LBi Copenhagen |
100% SNOW GUARANTEE | NORTLANDER SKI TOURS | SKI TOURS | BBDO DENMARK Copenhagen |
ROMANTIC ROOMS | GERMAN NATIONAL TOURIST BOARD | GERMAN HOLIDAYS | LBi Copenhagen |
OFFICER RECRUITMENT | DANISH ARMED FORCES | RECRUITMENT | RECOMMENDED Århus |
T2 | T2 | MOTION GRAPHICS STUDIO | HELLO MONDAY Århus |
TONY D’ORIO | TONY D’ORIO | PHOTOGRAPHY | HELLO MONDAY Århus |
NIKE SB DEBACLE | NIKE EMEA | FOOTWEAR | LBi Copenhagen |
USE A BIKE HELMET, BECAUSE WE LOVE YOU | SHRPA | THE MUNICIPAL DISTRICT OF AALBORG | SHRPA Aalborg |
DANISH MOTHER SEEKING | VISIT DENMARK | TOURISM FOR DENMARK | GREY COPENHAGEN |
DIRECT |
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Title | Advertiser | Product | Agency |
LET’S TALK BACKUP | IBM SWEDEN | FILE BACKUP SOLUTIONS | OGILVYONE WORLDWIDE Copenhagen |
OUT OF THE CLOSET | ILVA | FURNITURE STORES | UNCLE GREY Århus |
HUMAN WEBSITE | UNIVERSITY OF AARHUS | UNIVERSITY | UNCLE GREY Århus |
GROIN PROTECTION | EUROPEAN SPERM BANK | DONOR RECRUITMENT | OGILVY & MATHER Copenhagen |
SPERM DISPENSER | EUROPEAN SPERM BANK | DONOR RECRUITMENT | OGILVY & MATHER Copenhagen |
WORLD’S SMALLEST BROCHURE | UNIVERSITY OF AARHUS | UNIVERSITY | UNCLE GREY Århus |
OUT OF THE CLOSET | ILVA | FURNITURE STORES | UNCLE GREY Århus |
WORLD’S SMALLEST BROCHURE | UNIVERSITY OF AARHUS | UNIVERSITY | UNCLE GREY Århus |
ONE BOX TO RULE THEM ALL | SECUREDEVICE/IBM DENMARK | PLUG’N’PLAY COMPUTER SECURITY BOX | OGILVYONE WORLDWIDE Copenhagen |
MEDIA |
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Title | Advertiser | Product | Agency |
NOT SO DULL | DELL | LAPTOPS | MEDIACOM Copenhagen |
STORES ON THE STREETS | SØSTRENE GRENE | SØSTRENE GRENE SHOP | MEDIACOM Copenhagen |
AMAGER STRAND | METRO | METRO | MEDIACOM Copenhagen |
PAINT SIGNATURE | DANSKE MALERMESTRE | HOUSE PAINTERS | GREY COPENHAGEN |
WORLD’S SMALLEST BROCHURE | UNIVERSITY OF AARHUS | UNIVERSITY | UNCLE GREY Århus |
EQUALITY ON THE METRO | HK UNION | PAY EQUALITY AWARENESS | MEC DENMARK Copenhagen |
STAIRWAY TO THE WORLD CUP | CARLSBERG | PILSNER BEER | PHD Copenhagen |
3D PROJECTION | VESTAS | WIND ENERGY TECHNOLOGY | PHD Copenhagen |
HUMAN WEBSITE | UNIVERSITY OF AARHUS | UNIVERSITY | UNCLE GREY Århus |
BRANDING ON GOOGLE | BOXER TV | DIGITAL TV PROVIDER | MAXUS Copenhagen |
THE SWAP | CADBURY STIMOROL | STIMOROL CHEWING GUM | INITIATIVE UNIVERSAL MEDIA Copenhagen |
DANISH MOTHER SEEKING | VISIT DENMARK | DENMARK TOURISM | GREY COPENHAGEN |
MADDEN NFL | ELECTRONIC ARTS DENMARK | VIDEO GAME | MEDIABROKER Copenhagen |
THE YOUNG MOMS | ALLER | UDE & HJEMME MAGAZINE | MEDIACOM Copenhagen |
OUT OF THE CLOSET | ILVA | FURNITURE CHAIN | UNCLE GREY Århus |
KITCHENS | IKEA | IKEA | MEDIACOM Copenhagen |
CAPTURING THE NATIONAL MARKET | BOXER TV | DIGITAL TV PROVIDER | MAXUS Copenhagen |
ANALOGUE SWITCH OFF | DANISH GOVERNMENT | TV OPERATOR | MAXUS Copenhagen |
AN EXTRA WEEK OF SUMMER | CARLSBERG DENMARK | SOMERSBY ALCOHOLIC CIDER | ROBERT/BOISEN & LIKE-MINDED Copenhagen |
WORLD’S SMALLEST BROCHURE | UNIVERSITY OF AARHUS | UNIVERSITY | UNCLE GREY Århus |
COOL GLOBES | METRO |