LONDON (AdAge.com)--How do you get a creative idea crafted by two ad pros with 50 years experience between them for just $15,000?
Fire your agency and crowdsource it.
Unilever's meat snack brand Peperami has announced the results of its crowdsourcing experiment, awarding a $15,000 prize to two professional advertising creatives with 50 years experience between them.
Kevin Baldwin, a copywriter from London, and Rowland Davies, an ex- creative director from Germany, were both chosen as winners and will have their ideas combined to form the brand's new campaign, due to launch early next year.
The prize was originally intended to be $10,000, but has been increased to reward the two winners: Mr. Baldwin gets $10,000 and Mr. Davies $5,000.
Peperami marketing manager Noam Buchalter said in a statement, "We were so overwhelmed with the level of entries and range of high- quality creative ideas pitched for the brief that we found it impossible to pick one. We're certain the two ideas will be a successful campaign for the Peperami brand and the legendary Animal."
Marketing production company Smartworks will now transform the winning ideas into a print and television campaign, with most of the work being carried out in South Africa but co-ordinated from the London office.
Unilever said in August that it would not rule out using crowdsourcing techniques on other brands with established identities and well-known ad campaigns. The Peperami "Animal" character debuted in the early 90s and the Idea Bounty brief specified that he must be at the center of the new campaign.