Save For Awards
A Photoshop hack designed to poach top creatives right under their bosses' noses.
The year was 2019. Innocean Berlin had just started and was looking for some creative firepower. But attracting top-talent is hard, especially if they don’t even know you exist. So we had to get them to notice us first.
We started out by winning their hearts. We created Save For Awards – a Photoshop plug-in that takes print ads and presentation boards and converts them into the size and format required by all major award shows out there, in seconds. No more late nights digging out file specs for the different categories of every single festival, and then adjusting each ad into those specs by hand. Cool, right? It’s every award-hungry art director’s wet dream.
Online Film
The Campaign
We put the word out. Save for Awards was announced to the advertising community via PR and through a cheeky campaign that targeted creatives on the websites where they spend a lot of their time: Lürzer’s Archive, Ads of The World, Adeevee, Best Ads on TV, and Communication Arts.
*Hate to explain a joke, but just in case you don’t visit Ads of The World often, @Kleenex is an avid user and commentator, known for hating every single ad.
The Results
Creatives loved it. Award shows loved it. The media loved it. Even the CCOs of other agencies loved it – so much so, they started recommending Save For Awards to their entire networks, without knowing that they were actually helping us poach their talent. #SorryNotSorry.
Key facts:
1.722 downloads across 47 countries.
Media budget: zero euros.
New hires: 6 creatives.
Version 2.0 now live.
Not bad for an agency that no one knows. Well, knew.
Recognition
. New York Festivals: 2x Shortlist (Direct and Collateral > Best Use of Technology; Digital/Mobile: Best use of Innovation/Technology)
. Featured on Epica Awards, Campaign Brief, LatinSpots, Clube de Criação, MarketingDirecto.es, Reason Why, and more.
. Best Ads on TV: Best Interactive Ad of the Week by Arthur Tsang (CCO at BBH Shanghai)