Romanian digital agency Webstyler & McCann Erickson Romania were shortlisted in PR at Cannes Lions 2011 with Youngest Highest, a charity and not for profit campaign realized for Romanian Altitude Mountain Sports Club, and, respectively, American ROM for Kandia Dulce
Webstyler’s team working on Youngest Highest campaign included Stefan Vasilachi – Creative Director, Simona Firtat – PR Manager, Ionut Popescu – Art Director, Mihai Ion – Copywriter, Andrei Gurau – Copywriter, Iulia Lupu – Account Manager
and Alexandra Mihalca – Account Executive from GMP Advertising. The campaign was entered in Cannes PR competition by Webstyler, part of Romanian GMP Group.
The campaign aimed to help a 16 year old mountaineer achieve a world record in climbing, an achievement that would make people look up to her and be proud of themselves as Romanians.
To raise the money for the expedition, the agency used an unusual direct mail, to impress the target audience (business men, KOLs) by igniting their national pride. The agency also sent each of them a package wrapped in the Romanian national flag with a framed collection of newspaper cutouts, with articles written as published in the future.
The articles were praising Coco’s achievement as if had already happened. And also a video CD, presenting her as a possible great follower of Romanian national symbols such as Nadia Comaneci (gymnast).
Once the money raised, the agency involved mass media to tell Coco’s story and her upcoming great performance: the conquering of Mt. Sidley, a volcano that was never conquered before. This story generated important media reaction, both before and after the expedition.
The estimated advertising value for all generated media content (TV, press, radio, social media) was of 600.000 EUR.