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    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

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    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

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    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

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    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

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  • WOMANCOMM
    nastja-naslovna-2-min

    Nastja Mulej: The time has come for women to show what they’ve got!

    Maja Kolarić: One of the beauties of art is how it can imbue a city with global spirit

    7 Notable Women in Advertising

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  • News

    No Joke The Deadline Extension Is April 30.

    Elan’s folding ski best wins in category with ground-breaking design

    Rok za prijavo del je podaljšan

    MediaCom Is Impossible Foods’ New Media Agency Partner

    Equal gender representation in the Jury

    MediaCom Croatia praised by Festival of Media Global 2021 jury

  • Weekly topic
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Interview
    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

    Ogilvy Social.Lab NASLOVNA

    Exclusive: Media Marketing declares Diego Maradona tribute – the video of the year! This is the interview with the team who made everything happen in only five days!

    intervju-naslovnicaa

    Aleksandra Dilevska: The CORONA Crisis has forced us to show our true mettle and take a leap into the future

    steven-farell-naslovnica-nova

    Stephen Farrell: The influencer industry is over saturated and lacks diversity

  • Opinion
    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

    Pripravljeni na vse, kar sledi

  • Diary

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Young Leaders

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • 3 questions

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

  • WOMANCOMM
    nastja-naslovna-2-min

    Nastja Mulej: The time has come for women to show what they’ve got!

    Maja Kolarić: One of the beauties of art is how it can imbue a city with global spirit

    7 Notable Women in Advertising

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Home Interview

Exclusive: Media Marketing declares Diego Maradona tribute – the video of the year! This is the interview with the team who made everything happen in only five days!

“We as an agency can take a news topic, create an idea for it and air it in a week. Something that normally takes much longer time. Who knows maybe this is the new way of working?”

22/12/2020
in Featured, Interview
4 min read
Ogilvy Social.Lab NASLOVNA
Source: Photo: Federico Botella Padilla, Diego Lauton De Oliviera i Tolga Büyükdoğanay

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Diego Maradona, the legend of football in Argentina and worldwide, a player who surpassed football and captured men’s imagination, died on November 25th, in year 2020. Ten days ago, Jessica Hartley sent us a video which was designed and produced by Ogilvy Social.Lab agency for a Spanish football Magazine Panenka. In the lead role, we see a young fan of Maradona who is saying goodbye to the legend, offering him an old, waisted ball, now tied to a bundle of balloons raising up to heaven. His goal is that the ball reaches Maradona, so he could still play football, wherever he is. Since Maradona passed away so sudden, he probably forgot to bring his ball with him.

In the editorial office of Media Marketing, we decided to declare the video Ball of God – the video of the year.

The crises caused by pandemic has forced many creatives around the world to extract the last atoms of creativity. There were lots of amazing campaigns, lots of great creative ideas, but for us, this one is special. Great idea, top notch production on two different continents of the world, and all of it designed, filmed and delivered in only five days! Almost unbelievable!

On that occasion, we asked Jessica for an exclusive interview for Media Marketing with the creative team of the Ogilvy Social.Lab agency. Her interlocutors were Federico Botella Padila and Diego Lauton De Olivera (Spain) and Executive Creative Director Tolga Büyükdoğanay (Turkey).

  1. First of all, how did you all feel when you heard the news of Maradona’s passing, what went through your mind? And what was his impact?

Tolga: It was a big shock. When I was young and we played football on the streets of Istanbul and we always called out his name and tried to do his tricks on the streets. He created the number 10 in football, that magical number all football players wanted to have. Like 23 for Jordan. He is a football icon and what a pity that we lost him in a year like this.

  1. How did this project come about? What made the client reach out to Ogilvy Social.Lab to come up with a tribute – and what was the brief?

Federico/Diego: Since we already developed Panenka‘s previous campaign (the Strongest Shirts campaign, which repurposed football shirts of leading clubs as operating gowns to help hospitalised children face their toughest match.) back in Spain, they reached out to us again, now at Ogilvy Social.Lab, and this time asking for something special as a tribute to one of the best football players of all time, just after hours of him passing away.

  1. Can you describe the idea and what sparked the particular direction?

Federico/Diego: The idea came from our hearts and it’s a humble tribute. Maradona’s death was very unexpected and since he left us in a hurry, maybe he didn’t have the time to get his ball. So we decided to send it back to him, so he can be happy up there.

  1. Then how long did it take to get it made, and how did you manage to concept, shoot, edit and finalise the film so quickly?

Federico/Diego: Since the first contact with the client until the film was on air, was just five days. We needed to hurry, and we found an important partner to make that happen in the Spanish production company Be Sweet. They found a way of shooting it in Argentina, and this gave an even more special touch to the tribute. Apart from that, a lot of late hours and lots of cups of coffee to make sure that everything was delivered in a quality that fits Maradona’s name.

 

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  1. Talk a bit about the approach in terms of the production, casting choices, location etc.

Federico/Diego: We chose to make everything as real as possible, so the production was basically all in Argentina, with a casting found in the local community, where we shot. We managed to find the characters and even a potrero (a typical football court found in poor neighborhoods in Buenos Aires) very similar to the one where Maradona started his career.

  1. How has the end result been received by client, fans and the wider public?

Tolga: Everyone who has seen the film gets emotional. We rhave eceived only positive feedback so far and some tears were shed too.

  1. How would you say this campaign fits in with your own ethos on creativity and the way that Ogilvy Social.Lab likes to work? 

Tolga: For us, this was a challenge. Briefing to delivery in 5 days. But due to the new measures we are working purely online, so now we can have a shoot in Argentina in a matter of days. The idea was so engaging that everyone wanted to take part in it. So, we as an agency can take a news topic, create an idea for it and air it in a week. Something that normally takes much longer time. Who knows maybe this is the new way of working?

Agency: Ogilvy Social.Lab Amsterdam

Creatives: Federico Botella Padilla
Diego Lauton De Oliviera
ECD: Tolga Büyükdoğanay
Agency Producer: Tamara Bogard
Production: BeSweet film + PANENKA
Directors: Matias Saravia & Larissa Cambauva
Producer: Juan San Roman

 

Tags: Diego Lauton De OlivieraFederico Botella PadillaLopta za BogaOgilvy Social.LabPanenkaTolga Büyükdoğanay
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