European Central Bank - "Cybercafe"

Publicis EuroBuro Frankfurt am Main, Germany

3599

Brand: European Central Bank
Country: Germany

Advertiser: European Central Bank

Title	Cybercafe
Agency	Publicis EuroBuro
Campaign	Euro 2002 Information Campaign - European Central Bank
Advertiser	European Central Bank
Brand	European Central Bank
Posted	December 2001
Product	Euro
Business Sector	Government Information & Services
Tagline	The EURO. OUR money
Story	These 8 full-page prints are all translated into the 12 languages of the euro zone. The photographic style was chosen to reflect the delicate high definition graphics and security features found on the euro banknotes. The characters are smilling and serene, they give an atmosphere of confidence and movement to this campaign.
Philosophy	"200 million print ads were diffused on all the euro zone. This campaign is very human, popular, close to people. On the prints : one blue frame presents the coins, the banknotes, the security features...of the new European currency. These inserts are the perfect illustration of the strategy of Publicis on this campaign : educational and with human dimension. This campaign began four months before the launch of the euro: time necessary to prepare for the event."
Problem	The challenge was to deliver a coherent pan-european message while acknowledging individual local concerns. Then, we had to keep in mind the delicate political nature of the campaign's objectives. Moreover the first of two surveys schowed that Europeans did not want the euro to be sold to them but explained to them' and the second illustrated that there was no need to start communicate too early.
Media Type	Print
Market	Europe
Creative Director	Klaas Reidinga
Art Director	Martin Benner
Account Director	Barbara Lutz
Account Director	Marga Berends
Account Director	Stephan Rappl
Account Manager	Zeiely Schroeder
Photographer	Jérôme Esch