Best Movie Integrated Ad Campaign, Best Of Show Integrated Ad Campaign

In 1959 Flemish-Italo artist Rocco Granata scored a monster hit with ‘Marina’. The song was so popular that many parents called their baby daughter Marina. However, in the nineties, everybody started using the name Marina to define a trashy bimbo. The name was even included in the dictionary, described as ‘vulgar girl’. 50 years after Rocco’s breakthrough, a movie was created based on his life. Because the song was so crucial for Rocco’s career, the movie had to be named Marina. But there were some doubts whether the name would still have that negative connotation. So how do you promote a movie with a name of shame?By clearing that name. For the movie, but also for 6.000 Marina’s in Flanders.

Contributors:

Executive Creative Director:	Sam De Volder
Creative Director:	Mateusz Mroszczak
Project Manager:	Carla Wauben
Art Director:	Annelies Rongé
Senior Copywriter:	Raf De Smet
UX Designer:	Jeroen Haijen
Lead Front-End Developer:	Stijn van Minnebruggen
Back-End Development:	Veerle Struyf and Michiel Bogaert
Content & Social Media Management:	Joren Herremans and Jorian Vanvossel
Online producers:	Kathy Van de gaert and Lieven Eulaers

THESE DAYS Y&R

Location: Belgium

About the Agency:

These Days is a full-service communication agency specialized in interactive marketing. With offices in Antwerp and Amsterdam, we offer, together with 125 colleagues services to clients such as Microsoft, Pioneer, Ford, Land Rover, National Lottery, Telenet, Q8, etc this both for the Benelux as the international market. Via the Wunderman network we have access to knowledge from over 65 local agencies in as many countries. More info on www.thesedays.com