The power of open advertising
In supporting OgilvyInteractive's competition brief as part of Content 360, OpenAd has had two of its own creatives shortlisted as finalists. Content 360, an international digital pitching competition stressing the importance of traditional media reaching audiences via the web, mobile and other networked devices, is running as part of the 45th MIPTV featuring MILIA taking place in Cannes 7 – 11 April 2008.
OpenAd is billed as the world's first online marketplace for buying and selling advertising, marketing and design ideas.
Entitled ‘Using the Power of the Brand for the Power of Good'; OgilvyInteractive's competition category was promoted by the OpenAd.net network and open to their 10 000 creatives around the world.
The competition called for a ‘Cause Related Marketing' concept to be brought to life through a branded content campaign for any one or more of Ogilvy's brands, including Ford, BP, American Express, Dove and Fanta. Participants were invited to design the programme in support of any existing or new cause.
The two OpenAd finalists, Australian Rachel Boyle and Slovenian Maja Truden, will now pitch their ideas at the festival, directly to an audience and jury made up of executives from the audiovisual, digital and advertising sectors, and will have the chance to compete for a partnership deal for an Ogilvy Group UK client valued at a minimum of €10 000.
View the 27 finalists of Content 360 at
www.miptv.com/en-gb/content_360.cfm. To contact the finalists and other participants of Content 360 on Facebook, go to
www.facebook.com/group.php?gid=7762071741.
Content 360 is now in its third year.
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