Gravity Road have launched a new campaign for Advertising Week Europe, the continent’s largest annual gathering of ad tech, advertising, creative, entertainment, marketing and media industry leaders. The multi-media campaign will support the annual event, which kicks off in London from the 20th to the 24th of March 2017. The campaign, which has run across print, digital and outdoor, explores what makes Advertising Week Europe different from other marketing conferences: the breadth of speakers, the level and calibre of industry decision makers and celebrities that are secured, and the lively discussion that ensues – as the campaign puts it “Great Minds Think Unalike.” To demonstrate this mantra, Gravity Road has collaborated with illustrators RUDE to create a series of provocative images, with equally provocative quotes from former Advertising Week Europe speakers as the centre point of the illustrations.
Examples of quotes used include:
“I went client side because it’s much easier” - Comedian Jimmy Carr
“Being uncool is a powerful creative force” - Artist Grayson Perry
“Making Tea in the Ad break is Ad blocking” - CEO of Dentsu Aegis, Nigel Morris
Matt Scheckner, Chief Executive of Advertising Week Europe, said: “Gravity Road’s creative campaign captures the essence of the foundation of Advertising Week Europe, thought leadership, and their approach mirrors everything we try and do to rise above the clutter and approach a traditional undertaking, in a non-traditional way. They deliver what is the bellwether campaign for us each and every year across the globe and we could not be prouder to have them riding along with us leading our marketing across the UK and Europe.” Gravity Road Founding Partner, Mark Boyd, added: “Advertising Week Europe is where the future of the industry is shaped. There’s some lively debate which means not everyone is in violent agreement with each other. As a truly global event, we wanted to capture and demonstrate some of the conversations and anecdotes from around the world. So what better way than putting them front and centre?”
Advertising Week Europe appointed Gravity Road last year to support the 2016 event. The agency created a multimedia campaign which consisted of hand drawn decision maps to cajole and convince people into making the right choice and attend the event. Now in its fifth year, Advertising Week Europe is a hybrid of inspiring thought leadership, entertainment and special events, celebrating the industry and its people. For one week the brightest leaders from the marketing, advertising, technology and entertainment industries join together in London to share their visions, passions, and best practices.