Adel Saatchi & Saatchi Rooting for Greece
23 MAR 2012
Athens - Following an invitation from VIMAGAZINO (a popular Greek magazine), Adel Saatchi & Saatchi created a series of inserts that would advertise Greece abroad in the current, not particularly positive for its country, era.
The agency says, "Our response to this 'challenge' was based on a single-minded strategy that would turn in our "favour" all the generated publicity and earned media around the Greek Crisis.
"That was why we used the most powerful and undeniable assets, which the country has, whilst also retaining the only communicational continuity that our touristic advertising and promotion unfortunately has to show.
"The big and simple truth of the matter is that Greece, on a top of mind level, is absolutely associated with its amazing nature as well as classic history. These are universally acknowledged beyond any crisis. The challenge and "risk" for the creative team was how to turn these stereotypes into interesting & efficient elements.
"Thus the idea was born that could not only "withstand" all possible translations in many different languages and cultures but also all potential implementations. Meaning a more targeted communication directed to different special and niche target groups, according to their various needs and interests.
"All of these objectives are satisfied by the simple, flexible, single-minded but also very powerful message.
"The campaign was designed with continuity and a long-term lifespan in mind, all greatly needed for a country's touristic communication on an international level.
"That is why our signature is an emotional and confident call to action. "Greece, feel it", could continue our campaign semantically and notionally, even once the crisis is no longer communication-worthy."