Client: Little Black Book
Title: One Laptop Per Child
Agency: TAXI, New York
Production Company: Rattling Stick, London
Director: Austen Humphries
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They’ve created thousands of campaigns between them – but four star admen take a turn as endorsers in an industry-targeted viral that hit the web over Easter.
The client is Little Black Book (LBB), an online travel guide targeted to the ad industry. To encourage people to share travel tips for the ‘LBB Recommends’ section, the site will donate L1 (one pound) to the charity One Laptop Per Child (OLPC).
According to ‘boards magazine, the tie-up was the result of a chance encounter between LBB co-founder Matt Cooper and Paul Lavoie, head of the elite Montreal agency TAXI. Cooper suggested that a donation to OLPC, a TAXI client, might give creatives added incentive to share travel tips and use the service.
As the magazine puts it, “Who better to dangle the charitable carrot to the agency community than four of its most well-known bosses?”
That would be bigshots John Hegarty (BBH London), Bob Scarpelli (world-wide chaiman/CCO, DDB), Tony Granger (Y&R global creative director) and Lavoie himself. (Check out the shelf behind Granger, gradually filling up with awards each time he appears).
For Pinoy ad people planning trips abroad soon, check out www.lbbonline.com. The only frequent industry destinations covered at present are Shanghai and Sydney, but the site says it will soon cover 50 cities worldwide, including Bangkok. For now, however, there are 11 cities covered – yes, including Cannes.
