Materazzi Says
Mortierbrigade
Issue 1 | July 2008
Agency
Mortierbrigade
Creative Team
Jens Mortier - Creative Director;Joost Berends - Creative Director;Philippe De Ceuster - Creative Director;Kurt Van Buggenhout - Art Director;Jan Teulingkx - Copywriter;Tom Himpe - Strategy & Media
Production Team
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Other Credits
Stylelabs - Web design
Date
July 2006
Background
The aim of the campaign was to create buzz around the agency mortierbrigade, building on a world-famous incident. Since they were looking for a copywriter, it was also an ideal opportunity for a recruitment drive.
Idea
What Materazzi did or didn't say to Zidane is up for speculation. But little does it matter. On www.materazzisays.com, mortierbrigade gave visitors the chance to write their own version of the facts. Their submitted text appeared on the video as subtitles. The best text won an internship as a copywriter at mortierbrigade. This was a viral initiative directed to a worldwide audience, originally sent out in mortierbrigade’s newsletter. The site was online the day Zidane gave the official interview.
Results
The site received 525,250 visitors, 68,422 mails were sent and there were 9,000 applications for the internship.
Target Audience
While this was a viral initiative directed to a worldwide audience, the main target was communications professionals (agencies, creative people, advertisers).