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Tuesday, 17 June 2014

Cannes 2014: Guilt Trips

So, the results are in for Creative Effectiveness Lions, and this very funny entry has picked up an award. Created by McCann Melbourne, 'Guilt Trips' hits a few home truths. A clever use of human emotion and insight to motivate people to purchase tickets all bundled up into something new and shiny to promote.

To support, traditional media and PR were used to get people to see and hear about the campaign. Real parents and families were targeted with handbooks to help them ply on the guilt and then of course social media for that extra boost of public shaming. 

It sounds quite brutal. A 12% increase in sales is one thing, but also getting families closer together is of course the slightly more ethical upshot of the work. I'd like to think that this was one of their aims, but working in the industry I know that building the brand is the primary objective for spends like this. It's still funny though because I can hear my parents tone exactly (of course joking around). The print executions are pretty snazzy too! 

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