This is the story of how our small, independent agency crashed the biggest industry event of the year and captured the attention of the entire advertising world. All for only $20,000. It all started with an open letter on GoFundMe from our founders.
We launched our campaign in the middle of the Cannes Lions International Festival of Creativity, taking over the streets and skies of Southern France with our provocative hashtag.
Hyper-targeted social content — including playful spins on Droga5's own award-winning work — put our campaign right in the palms and pockets of festival attendees.
Despite the deluge of Cannes-related news, #FreeDroga cracked the headlines of virtually every industry publication. Additionally, festival attendees flooded Terri & Sandy's social channels with accolades even as they were in the midst of viewing the most acclaimed advertising work in the world.
So, did our cheeky self-promotion campaign raise $475M? Not quite. But these other numbers are pretty good...