“How much are they actually worth? Boondoggle decided to find out.”
1. Challenge
In June 2009, Boondoggle from Leuven, Belgium, won 5 Gold Lions at the Cannes Advertising Festival. We wanted to spread the word in a remarkable but sympathetic way.
2. solution
We made a viral documentary for the web that showed something no-one has ever dared to do before: real gold experts evaluating the actual Cannes Lions awards. For real.
We shot all this with a handheld camera and edited a short film that clearly proved those so-called Gold Lions were worth almost nothing. Then we posted it on YouTube for the whole advertising business to see.
3. results
In a few days time, the video spread throughout the advertising business worldwide. And after we posted a tweet with the viral’s url on Twitter.com, our agency’s name ‘Boondoggle’ became word of the day. The viral movie then appeared on every important advertising website in the world and even newspapers put it on their websites. We made it on USAtoday.com but also on Boards and Creative Review. And hundreds of advertising bloggers embedded our viral in their blogs.
