Tuesday, 24 November 2009

Peperami brand announce winners of crowd-sourced ad brief

London, 24th November 2009: Following an intense idea selection process reviewing over 1,185 entries, Unilever brand Peperami today announces not one, but two winners (upping the cash bounty to $15,000 US dollars) whose creative ideas will be combined to form the next TV and print campaign for the infamous Peperami Animal character.

The winners Kevin Baldwin, a copywriter from London, and Rowland Davies, an ex-creative director from Munich, Germany were selected to create the new Peperami ad campaign. Kevin’s idea which he created for both TV and print campaigns bagged him $10,000 (US dollars), while Rowland received $5,000 (US dollars) for his TV campaign idea - a stroke of luck for both men who were made redundant recently. The collaborative ideas from both Kevin and Rowland will shape the new Peperami ad, set to launch early next year.

Kevin has been a copy-writer since the mid 1980’s at a number of different agencies and worked across various FMCG brands, whilst Rowland, an ex-creative director has been shooting TV commercials for almost 20 years and who has been running his own agency for 3 years. Both winners were chosen as the brand embarked on its first crowd-sourcing project inviting creative people around the world to submit their ideas for the next TV and print campaign with the offer of a cash bounty.

Noam Buchalter Marketing Manager at Peperami comments: “We were so overwhelmed with the level of entries and range of high-quality creative ideas pitched for the brief that we found it impossible to pick one, so we bought two! A large proportion of submissions were from experienced, creative professionals and being the first crowd-sourcing project for the brand, we couldn’t have asked for a better response. We’re certain the two ideas will be a successful campaign for the Peperami brand and the legendary Animal”.

Jon Ratcliffe, Marketing Director at Idea Bounty comments: “Selecting two winners is a first in Idea Bounty history and testament to the quality of ideas that were submitted and high level of creativity from all entrants. It was a tough brief and we were inundated with responses, so our hats go off to everyone who gave up their time to submit a brief”.

Kevin Baldwin one of the winners added: “I knew the brief would attract a lot of entries so am delighted that my idea has been chosen. The $10,000 will definitely come in handy and now I can’t wait to see the finished ad next year.”

Specialist agency, Smartworks are now set to start work to produce the ad. Further detail on the advertising campaign will be revealed next year.

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