From Offline Resonance to Online Response
There is a prevailing impression shared by many in the Communication Industry that establishing an effective online footprint for a brand, can only be realistically achieved by traditional and online media integration.
However, a Wall Street statue to commemorate International Women’s Day, that received international acclaim and conveyed a message that resonated with women of all ages globally, has been a revelation for conventional media traditionalists and a cause for reflection.
The resultant social media response highlighted the fact that online success can be very effectively motivated by a completely offline idea in an nontraditional media execution.
The statue generated over I billion Twitter impressions within 12 hours of its launch and that figure quickly increased to 4.6 billion and in the following 12 weeks 215,000 Instagram posts were also generated. A truly remarkable online response from the public display of a small bronze statue that was originally planed to be temporary, but has now earned a permanent place of symbolic honour on Wall Street.
Advertising Agency: McCann, New York
1. State Street Global Advisors, Feerless Girl
2. Feerless Girl, Case Study
Transcending Traditional Media
‘Feerless Girl’ won the Titanium Grand Prix at the Cannes International Festival of Creativity. This is an award that honours Advertising Communication creativity that transcends traditional media categories.
The campaign also won the Glass Lion Grand Prix that honours creative work that advances gender equality goals and initiatives.
In all, ‘Fearless Girl’ won 18 Cannes Lions:
Titanium: Grand Prix
Outdoor: Grand Prix, one gold
PR: Grand Prix, one gold, one silver
Glass: Grand Prix
Promo & Activation: Two golds, one silver
Media: Two golds
Direct: Two golds, one silver, one bronze
Design: Two golds
‘Fearless Girl’ is one of the most highly honoured campaigns in the history of the Cannes Lion International Festival of Creativity.
It is now one of only two campaigns that have ever won four Grand Prix awards at Cannes, with the other being the Harvey Nichols “Sorry, I Spent It on Myself” campaign in 2014 by Advertising Agency adam&eve BBDO, London.
The festival’s most honoured campaign was ‘Dumb Ways to Die’ for Melbourne’s Metro Rail by Advertising Agency McCann Melbourne that racked up five Grand Prix awards.