| Titre | Bus Stop |
| Agence |
McCann Erickson
|
| Campagne |
Be Great - Boys & Girls Clubs
|
| Annonceur |
Boys & Girls Clubs of America
|
| Marque |
Boys & Girls Club of America
|
| Date de première diffusion/publication |
2008 / 9
|
| Secteur d'activité | Institutions / Interêt Public / Associations à but non lucratif
|
| Slogan | BE-GREAT.ORG/DENZEL |
| Synopsis | Boys & Girls Clubs of America launched a multi-platform brand campaign today that emphasizes a spirit of optimism and hope, reinforcing the positive benefits of the Clubs through the stories of its accomplished Alumni. Denzel Washington, a Boys & Girls Club alumnus and longtime spokesperson, will help to unveil the campaign the organization's first fully-integrated communications program, comprising interactive, broadcast, public relations, print, and outdoor components at an event on Capitol Hill September 17, 2008. |
| Philosophie | The campaign introduces the themeline, "Be Great," through the www.be-great.org website, online advertising, print, out-of-home and television commercials. The messaging debuted today with the website launch and a print ad in The Washington Post. Relying on donated media, the campaign aims to highlight the important role the Clubs play in the communities they serve, ultimately helping to drive community involvement and individual donations. |
| Problème | Within the website, the alumni are taken out of traditional "celebrity" roles as spokespeople and given the opportunity to demonstrate how being members of the Boys & Girls Clubs helped shape their lives. The website also introduces an element of user-generated content, in that all Club alumni can add their names to the "wall of greatness." In the coming months, the site will be enhanced to enable visitors to share their own personal Club stories. |
| Type de média |
Véhicules et moyens de transport
|
| Directeur de la création |
Rob Bagot
|
| Directeur de la création |
John McNeil
|
| Directeur de création |
Geoff Edwards
|
| Directeur de création |
Gerald Lewis
|
| Producteur artistique |
Lynn Sutliff
|
| Producteur print |
Jeffrey Leach
|
| Directeur de la publicité |
Roxanne Spillett
|
| Régie publicitaire |
Anaka Kobzev
|
| Régie publicitaire |
Jennifer Vides Blake
|
