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Every Day a Play

Uta Schwaner picks out her one that got away.

Golin Germany’s Managing Director Uta Schwaner shares a recent piece of shortlisted work that failed to take home any metal at eurobest.

See more winning working in the Cannes Lions Archive

What was the idea

"The one that got away for me is the ‘Every Day a Play’ campaign from the Katona Jozsef Theater in Hungary. It is one of my favourite pieces of work out of the 200 entries I judged in the PR category at eurobest."

What was so special about it?

"This campaign used one piece of news every day and created a one-minute, video-recorded theatrical play, covering the news story in an innovative way. In cooperation with the country's most read news portal, a piece of news was chosen in the morning. A play, a set and costumes were created and the video of the play was uploaded next to the news article that same day. The campaign was created to reconnect theatre with a younger audience, who thought that plays were about old stories that weren’t relevant for them.

"It is a very creative piece of real-time marketing and content marketing using native advertising in a very smart way with convincing business results. I believe this is a very creative way to demonstrate the modern relevance of theatre, while showcasing the DNA of this art form."

Why did it miss out?

"I could not persuade my jury colleagues to consider it for a eurobest PR trophy. And they were right from a category standpoint, but from a creative standpoint I felt it deserved more than the one trophy it actually won. ‘Every Day a Play’ failed to win in PR because it didn’t use others to tell Katona Jozsef Theatre story, nor was it about co-created content.

"These were key factors for the jury in this category to be considered a “core PR” campaign. All entries in the category presented the number of earned media reach and pointed out that this was not paid for at all. Nice, but sorry, gaining unpaid media contacts is not what PR is solely about. And does not even necessarily say that the campaign was successful.

"But as a content marketing campaign, this is one of the most creative piece of work for me, and deserves a special mention."

See shortlisted and winning entries from the PR Lions in the Cannes Lions Archive.

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