GOLD
Rayman Raving Rabbids (The Sh*ty Ad)
Knowing that another video game is launched almost every day meant finding a new and exciting way to introduce Rayman Raving Rabbids II to students, 18-24, who value irreverence. Another part of the challenge was to generate buzz to maximize a minimal budget. The focus fell on student newspapers.
To shock the papers’ readers, the campaign focused on one of the game’s key characteristics: rabbit poop. Since little rabbits pop up to surprise players in Rayman Raving Rabbids, this concept was adapted for the newspapers with a three-page flipping experience. The stunt unfolded over three consecutive right hand pages. The first looked as though the editorial content had been stained with little brown dots; on the second the stains were more obvious and blocked some text; and on the third page readers understood it was the rabbits that had made the deposits.
Negotiations with the papers allowed the use of right hand pages for the advertising-a first; the use of their usual typography; and student journalists were persuaded to write and sign fake articles. Anecdotal evidence from monitored gamer sites shows that using surprise for this execution worked.
AGENCY: Touché! PhD
TITLE: Rayman Raving Rabbids (The Sh*ty Ad)
CLIENT: Ubisoft, Montreal, Que.
MEDIA: The Link
MEDIA STRATEGIST, TOUCHÉ! PHD: Marc-André Ménard
BUSINESS MANAGER, THE LINK: Rachel Boucher
SILVER
Telus, Telus Environment Week
AGENCY: Media Experts, Vancouver
MEDIA: Metro
BRONZE
Loto-Québec, Lotto 6/49: Groundbreaking News
AGENCY: Touché! PhD
MEDIA: 24 heures
BRONZE
LCC, Bring Your Own Two Oceans
AGENCY: Cossette Media Montreal
MEDIA: TVA Publications
