Why attend: Earned creativity
is where it’s at right now. The power of earned creative has become the crucial tool for brands wanting to harness the power
of digital media and social channels.
Nothing can compete with the engagement and reach of earned creative. At this webinar you’ll
get an insider's insight into four of the most recent creative earned campaigns of the last few months.
How it works: Please register via RingCentral below. Once registered, you can add the
event details to your calendar. We’ll also email you an order confirmation.
3.30 pm
Welcome & Introduction Ben Smith, founder, PRmoment
3.35 pm
Oxfam’s pop-up pub: The Fair Pour - to illustrate that the global tax structure is unfair David Stitson, director, Hope&Glory
Why the campaign was launched on the eve of Davos
Oxfam opened a pub with a difference, where the prices were based on individual wealth
This was described as a protest in a pint glass
How dynamic pricing of a pint can reflect the two tier world we live in
The results of the campaign: Oxfam's pre and post campaign awareness around this issue and did the campaign result in the desired behavior change?
4.00 pm
Playing the PR long game: A seven-year campaign which helped easyJet recruit more female pilots Alex Butler, account director, Taylor Herring
2018: Catch Me if You Can – reimagining that iconic scene in the film Catch Me If You Can which epitomised the gender stereotyping in Hollywood movies.
2019: Britain’s Youngest Pilot
2021: Real life adverts of easyJet’s female pilots
2022 Top Gun - easyJet calling all Mavericks campaign
2024: Real life Billboards: featuring its female pilots
4.20 pm
Frank’s RedHot Sauce and Danny Dyer: A double naughtycreative Hannah Jackson,creativedirector, Pangolin
Two spicy campaigns, one simple message - “Kick it up a notch with Frank’s RedHot Sauce”
After launching the “Flager” for the Euros, Danny Dyer spices up another British staple - fish and chips
What the campaign was all about, why it worked and the impact
Why Danny Dyer was chosen as the celebrity
4.40 pm
“Lads Holidays”: How to reinvent perceived norms Taylor Orford, midweightcreative, Ogilvy PR
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