Title | ASAFA, CATCH ME IF YOU CAN! |
Brand | SINGAPORE YOUTH OLYMPIC GAMES ORGANISING COMMITTEE (SYOGOC) |
Product / Service | YOUTH OLYMPIC GAMES 2010 |
Category | A04. Direct Response Digital Media |
Entrant | McCANN ERICKSON SINGAPORE, SINGAPORE |
Entrant Company: | McCANN ERICKSON SINGAPORE, SINGAPORE |
DM/Advertising Agency: | McCANN ERICKSON SINGAPORE, SINGAPORE |
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 |
Drive awareness for the world’s first Youth Olympic Games and engage youth where they spend most of their time: Online.
It is a dramatic demonstration of The Power of Youth. It shows that the youth are ready to take on the world.
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.
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.