Understanding the Challenge
Finding the Concept
Accepting the Risk
We sincerely believed the concept would achieve all of PILC and CPMB’s goals
We had Tyson’s full support
The impact this had on the individuals who engaged with Tyson didn’t stop then, as the event earned media attention, and was recorded and edited into a campaign video, cut to Tyson’s words. The emotional reactions lent to the narrative that society is missing out on these individuals’ contributions, in addition to the grave impact it has on their lives.
What Happened Next?
Marketing Tips for In-House and Agency Teams
Take the time to get the support of your partners. Without the courage of Tyson’s public act – as well as the support of PILC and the Cerebral Palsy Association of Manitoba to back a guerrilla tactic that could at first glance be misconstrued – the campaign may not have garnered as much traction, and a more traditional format likely would’ve gotten less attention.
Plant some friendly faces in the crowd to ensure anticipated engagement. We were also gambling on the public’s participation and emotional engagement – which proved to be the emotional force the video needed to root the issue in the community at large. On the day of the event, we invited some friends and family members to come out and kickstart interactions with Tyson. With their interest and participation, on-lookers were made to feel more comfortable joining in.
Have a back-up plan. Even with safeguards in place, like friendly faces in the crowd, rooting a campaign in reality means unforeseen circumstances and hypotheses about a crowd’s reaction can go wayward. If all else failed, we could still release the documentary-style interview we recorded previously to set up the experiential piece – so our partners in the project weren’t risking an incomplete project.
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