A complicated story to tell but BBDO manages to do it with deceptive simplicity. Their insight? If marketeers aren’t using new technologies it is because their outdated marketing handbooks don’t not discuss them.
So what’s the point of keeping those old books if they are so useless?
As a result 2,000 pages of old marketing textbooks were ripped out and overprinted with an invitation to innovation. Each mailing comprises two pages from a forgotten book, making it clear there are new technologies and new ideas to be discovered at the BBDO Connect event.
A bold act, but hopefully one with a desired effect: even bolder marketeers who’ll integrate more technology in their future campaigns.
Client: BBDO Belgium & Microsoft
Creative Directors: Henny Van Gerwen, Sebastien De Valck
Art director: Klaartje Galle
Copywriter: Régine Smetz, Leen Baeten
Account Team: Daniel Schots, Sarah Van Praag
Account Microsoft: Tim Nagels
Print Production: Jozias Boone
Old Marketing Books: An invitation to innovation - Case Study