"It was a beautiful team collaboration"
Zweiter Löwe für die Schweiz: Der Genfer Havas-Ableger holt sich mit “Waiting Wins” für CANAL+ Silber in der Kategorie Creative Data Lions. Im Interview mit Hype5 erklärt Gabriel Mauron, Co-managing Director bei Havas Genf, wie die Idee entstanden ist und welche Hürden es bei der Umsetzung zu überwinden galt.
How did you come up with this idea?
This idea came up thanks to a collaboration of all the business units at the agency (Creative, Media and Customer Experience). It started with a media opportunity at the Geneva airport. Then we looked for a simple and right insight that can support and highlight the CANAL+ brand purpose (entertainment). Once we got the idea, we have been able to collaborate with the airport (getting access to the late flights real-time data) and make sure to create a great experience for the audience. I can say it was a beautiful team collaboration.
This is not a classic ad and probably not what your client briefed. Was it hard to convince CANAL+ to go ahead with this?
Not at all. CANAL+ teams were really supportive. The client was keen on getting an activation addressing a customer issue in a meaningful way. I grab the opportunity to thank them for the trust and great collaboration.
What were the biggest challenges in bringing the idea to life?
Two things. The technical part to make sure that the right message was shared at the right place at the right moment. And the deep work we have done to find the perfect impactful content shared on screens. Those were the two biggest challenges to make this idea comes to life.
Are there other categories coming up where you hope for a shortlist or even a lion?
Nope. This year, everything has been announced about our project.
How are you celebrating your Silver Lion?
Good question. We have already celebrated a bit yesterday (I promise not too much :). But I can’t guarantee that soon we will do another agency party reflecting more this kind of news.
Gabriel Mauron, Co-managing Director und Creative Director bei Havas Genf
