Cheeky creative targets media buyers for ABC Canada

The long-running big versus small agency debate takes a humorous turn in a new fundraising campaign that targets media buyers for ABC Canada Literacy Foundation. Voicemail messages, online, print, and washroom ads pit the big agency Fat Cats against the smaller Media Minnows for the Gutenberg Media Grab (abcmediagrab.ca). The annual event offers up $750,000 donated print and OOH media at 65% off rate card, with different media lots sold each day from April 24 to 28.

The voicemail messages are tailored to big and small agencies. Execs at smaller shops hear from a fictitious SVP from 'Glomcorp Global Media' in a snooty British accent: 'It's not that we need the discounts here at Glomcorp, not with our obscenely large, free-spending stable of clients. However, I'd never miss the chance to take an opportunity away from a small fry.' Big shops get a once-rebuffed job applicant from a smaller agency, boasting of the 65%-off media that 'we're going to get it first and leave your fake-tanned butt in the dust... This time it's a level playing field, my friend, and you're about to lose big time.'

The theme continues in trade pubs, online banners, DM postcards, and Zoom ads in agency washrooms: 'Prove once and for all that the bigger they are, the harder they fall,' and 'It's time to show the little guys why they'll always be the little guys.' The campaign was created by Toronto agency ACLC.

The long-running big versus small agency debate takes a humorous turn in a new fundraising campaign that targets media buyers for ABC Canada Literacy Foundation. Voicemail messages, online, print, and washroom ads pit the big agency Fat Cats against the smaller Media Minnows for the Gutenberg Media Grab (abcmediagrab.ca). The annual event offers up $750,000 donated print and OOH media at 65% off rate card, with different media lots sold each day from April 24 to 28.

The voicemail messages are tailored to big and small agencies. Execs at smaller shops hear from a fictitious SVP from ‘Glomcorp Global Media’ in a snooty British accent: ‘It’s not that we need the discounts here at Glomcorp, not with our obscenely large, free-spending stable of clients. However, I’d never miss the chance to take an opportunity away from a small fry.’ Big shops get a once-rebuffed job applicant from a smaller agency, boasting of the 65%-off media that ‘we’re going to get it first and leave your fake-tanned butt in the dust… This time it’s a level playing field, my friend, and you’re about to lose big time.’

The theme continues in trade pubs, online banners, DM postcards, and Zoom ads in agency washrooms: ‘Prove once and for all that the bigger they are, the harder they fall,’ and ‘It’s time to show the little guys why they’ll always be the little guys.’ The campaign was created by Toronto agency ACLC.