NEW YORK CITY, NY (June 8, 2013) – Publicis Kaplan Thaler received two Silver National ADDYs at the 2013 American Advertising Federation National ADDY Awards — For Street Soccer USA in the Public Service – Integrated Campaign category and for Bounty in the Television – Regional/National – Single Spot category. The ADDY Awards represent the true spirit of creative excellence by recognizing all forms of advertising from media of all types, creative by all sizes and entrants of all levels from anywhere in the world.
How do you help get homeless people off the streets? Turns out one way is to put them on a soccer pitch. Street Soccer USA organizes homeless people into soccer teams that compete in rec leagues around the country, as well as the Homeless World Cup. Playing provides structure, support and a chance to be a part of something positive, which is why 75% of participants are off the streets within a year.
Publicis Kaplan Thaler was tasked with creating a single patch Street Soccer could sell as a fundraiser. In order to create an emotional connection, they realized they needed to go deeper and wider than just one patch. They ended up designing an entire league identity from scratch — from naming the teams to designing team crests and kits. The crests themselves were based on classic soccer iconography, creative a sense of pride in the teams sporting them. The I PLAY FOR brand, created by Publicis Kaplan Thaler, draws attention to the emotional reasons for playing. It was featured on the NBC Nightly News and seen by thousands of spectators at the events. IPLAYFOR.org became a hub for players and fans everywhere. Players could connect with other homeless athletes across the nation, and communities could show their support for the teams. Within a week, IPLAYFOR.org reached 68,000 people across seven countries.
For Street Soccer’s biggest event to date, the Street Soccer National Cup in New York City, IPLAYFOR hit the streets. We flooded the city with wild postings, interactive chalk art, benches, and even a Times Square billboard. As a result, over 72,000 people stopped by to show their support. IPLAYFOR made headlines around the world. And, when word of the campaign spread, Kappa donated team jerseys and Slate gave us a free homepage takeover.
The entire run of jerseys featuring the team patches sold out, creative a healthy revenue stream for the cash-strapped charity. But, most importantly, IPLAYFOR helped Street Soccer get 75% of its players off the street this year.
Publicis Kaplan Thaler
Chief Creative Officer – Rob Feakins
Executive Creative Officer – Tom Drymalski
Executive Creative Officer – Perry Essig
Executive Creative Officer – Jim Kotulka
Copywriter – Jennifer Stopka
Copywriter – Alexis Garber
Copywriter – Brad Mislow
Copywriter – Brian Bellanca
Art Director – Christopher C. Smith
Art Director – Julie Eyerman-Allard
Art Director – Kay Saoyen
Project Manager – Sharon Malcolm
Photographer – Ian Young
P&G — Bounty
Kids who love sports rarely check their enthusiasm at the front door. Especially when excited by events such as the Olympics, inspired kids end up transforming their homes into athletic training grounds. They sprint, leap, dive or throw — on sofas, down hallways, in kitchens and all around the house. It takes brave parents to allow that behavior (given all the messes that could result) — and Bounty paper towels wanted to acknowledge those parents that don’t let the fear of a little mess stand in the way of their children’s big dreams. After all, that’s Bounty’s role in life: To help people live uninhibited by fear of messes.
The story of the Bounty Olympics “Anthem” is one of perseverance by every member of the team. Every P&G brand is afforded the opportunity to submit work to be produced for the Olympics. While the Bounty clients loved the idea for a spot pitched by Publicis Kaplan Thaler’s Bertrand Garbassi and Kat Keeley, it was not within their budget. So, while on a shoot for another initiative, the team captured extra footage of the kids performing “stunts.” They cut the footage together and shared it with the Bounty team, who loved both the spot and their initiative. The President of Family Care cited this as another example of how the agency “brings us what we need, not what we ask for.”
It was then shown to CMO of P&G, Marc Pritchard, and he loved it so much he reallocated one of the two TV slots for the opening ceremonies to Bounty (a slot that would have been reserved for the P&G Mom’s campaign). It’s an amazing tale of the courage, stamina and passion on the part of both the agency and the client family care team.
P&G — BOUNTY
Publicis Kaplan Thaler
Chief Creative Officer – Rob Feakins
Executive Creative Officer – David Corr
Creative Director – Bertrand Garbassi
Creative Director – Kat Keeley
Agency Producer – Alisa Cohen
Production Company – 2Films
Director – Bram Van Riet
Producer – Marc Stemmer
Editing House – Cosmo Street
Editor – Steve Bell
A list of all AAF 2013 ADDY Award winners can be found here.
About Publicis Kaplan Thaler
Publicis Kaplan Thaler is a fully integrated advertising agency with digital, social and technology at its core. With over 650 employees, it is the flagship of Publicis Worldwide in the USA, the North American operating unit of Publicis Worldwide, the largest global agency network within Publicis Groupe. The Agency’s blue-chip client roster includes: Procter & Gamble, CITI, Nestlé, Merck, Pfizer, TriHonda, Wendy’s, L’Oréal, AFLAC, and NAPA Auto Parts, among others. To learn more about Publicis Kaplan Thaler, follow @PKTtweets, like on Facebook or visit pkt.com.
About Street Soccer USA
Street Soccer USA (SSUSA) (www.streetsoccerusa.org) is sport for development program of HELP USA, which believes ending homelessness is a team sport. Through a systematic approach, SSUSA Builds community and trust through sport with participants and volunteers, transforming the context within which they live from one of isolation, abuse, and marginalization, to one of community, purpose, and achievement, requires participants to set 3, 6, and 12-month life goals, and empowers participants by providing access to services and educational/employment opportunities through our Jobs Academy. The Lady Salamander women’s initiative has formed women’s only teams at shelters across the U.S. as well. The program in San Francisco is operated in partnership with the St. Vincent de Paul MSC shelter and the SF Conservation Corps.
About Procter & Gamble
P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit P&G for the latest news and in-depth information about P&G and its brands.