In this session...
While brands often tap into the holiday spirit for creative campaigns, Groundhog Day is often overlooked. . . until now.
Weaving tongue-in-cheek brand storytelling into a 1993 cult classic, Lay’s®, Disney Advertising, Maximum Effort and KIMMELOT Labs launched a Groundhog Lay’s campaign featuring multiple custom ads, a questionable time loop, a daylong ad takeover, an iconic character and eight flavors of Frito-Lay chips.
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Recognized by Ad Age and Marketing Dive as one of the best ad campaigns of 2024, join the creatives and executives behind the magic from Lay’s, Disney Advertising, Maximum Effort and Kimmelot Labs as they share how a campaign 30 years in the making came together in less than two weeks. . .and continues to to top best-of lists.
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What You'll Learn from This Session...
- How to identify opportunities for eventized marketing
- Ways to explore non-traditional media approaches to enhance campaign impact
- How to work fast without sacrificing creativity
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