ASAFA, CATCH ME IF YOU CAN!

TitleASAFA, CATCH ME IF YOU CAN!
BrandSINGAPORE YOUTH OLYMPIC GAMES ORGANISING COMMITTEE (SYOGOC)
Product / ServiceYOUTH OLYMPIC GAMES 2010
CategoryA04. Direct Response Digital Media
EntrantMcCANN ERICKSON SINGAPORE, SINGAPORE
Entrant Company:McCANN ERICKSON SINGAPORE, SINGAPORE
DM/Advertising Agency:McCANN ERICKSON SINGAPORE, SINGAPORE

Credits

Credits

Name Company Position
Farrokh Madon McCann Erickson (S) Pte Ltd Executive Creative Director
Goh Wee Kim McCann Erickson (S) Pte Ltd Creative Director
Parixit Bhattacharya McCann Erickson (S) Pte Ltd Senior Copywriter
Goh Wee Kim McCann Erickson (S) Pte Ltd Art Director
Lena Liew / Pim Pritsangkul / Hoong Yun Peng McCann Erickson (S) Pte Ltd Account Director
Charmaine Wong McCann Erickson (S) Pte Ltd Agency Producer
Koh Say Chong Salt Films Executive Producer
Michelle Tan Salt Films Producer
Desmond Tan Salt Films Director
Pang Wei Fong Black Magic Design Offline Editor
Leong Beng Wee Black Magic Design Online Editor
Adrian Ooi Black Magic Design Color Grading Artist
Goon Chee Hung / Shafiq Mutalip MRM Worldwide Malaysia Digital Planning
Gary Tay / Sandra Azavedo / Lim Suit Ying MRM Worldwide Malaysia Digital Co-ordinator
Sandra Azavedo / Lim Suit Ying MRM Worldwide Malaysia Blog Writers
Alice Tan / Jason Fong / Grace Liew Singapore Youth Olympic Games Organising Committee Advertiser's Supervisors

The Brief

Drive awareness for the world’s first Youth Olympic Games and engage youth where they spend most of their time: Online.

Creative Execution

It is a dramatic demonstration of The Power of Youth. It shows that the youth are ready to take on the world.

Describe the creative solution to the brief/objective.

An intriguing video of a teenager beating Asafa Powell, the third fastest man in history. Posted by a blogger, this video created a lot of buzz worldwide.Who was this kid? After finding a video of Asafa promoting the Youth Olympic Games on the Games’ website, the blogger concluded that the first video was part of an ad campaign for the Games. Everyone following his blog was then directed to the Games’ site. The idea was meant to reach out beyond Singapore, show the power of youth, and catch the attention of youth around the World.

Results

Youth from over 100 countries visited the website. Over 20,000 youth visited the website within a few days of the blogger concluding that the video was part of an ad campaign for the Youth Olympic Games. Ticket sales raced ahead of expectations.