Stephen Pearson
Chief Executive Officer at Lowe Auckland (Closed)
Auckland, New Zealand
TitlePin
Agency
Campaign Make An Effort - UnConvention
Advertiser Unconvention
Brand UnConvention
PostedSeptember 2008
Product theunconvention.com
Business Sector Internet Sites (Excluding ISPs) / Apps.
Tagline www.THEUNCONVENTION.com
Story The videos and posters were a viral campaign, and ran as part of the UnConvention (The UnConvention.com). No airtime has been purchased, nor any ads run. However, the 3 web videos have been viewed over 35,000 times on YouTube in less than 6 days, and the posters have been downloaded countless times from the UnConvention website.


The posters were also blown up onto vinyls and posted at some UnConvention venues over the weekend, where they could be seen by the primary audience of Minneapolis/St. Paul residents—who we were encouraging to in whatever way they felt appropriate to be welcoming hosts and to get involved in the myriad of activities taking place in our community during the RNC.
Philosophy Make An Effort is a campaign for The UnConvention designed by Campbell Mithun to encourage Twin Cities residents to find their own unconventional ways to welcome the visitors who will be arriving for the Republican National Convention. The campaign does not ignore the undeniable irony of the Republicans’ choice to hold the convention here in Minnesota, and the entire tone of the campaign captures the unique brand of intelligent, rewarding creativity that Minnesota is justifiably world famous for.
Media Type Web Film
Length
Market United States
Chief Creative Officer
Executive Creative Director
Copywriter
Agency Producer
Executive Producer
Line Producer
Director of Photography (DOP)
Production Company
Director
Associate Creative Director
Art Director
Editing Company

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