NABS turns industry top dogs into interns for charity

The organization is promoting its third annual Vintage Intern Auction, which gives industry members the chance to work with big wigs, with a new multi-platform campaign.
By Jordan Twiss
October 4, 2013

The National Advertising Benevolent Society (NABS) is looking to help industry insiders get revenge on industry top dogs in a new campaign for its third annual Vintage Intern Auction.

This year’s fundraiser will see 12 marketing big wigs auctioned off, including MiC and strategy VP and editorial director Mary Maddever, as well as John St. partner and co-creative director Angus Tucker and Ogilvy Toronto chief creative officer Ian MacKellar.

Opening bids for the auction, which is run through a microsite, are set at $2,500, and bidding will be open until Oct. 31. All proceeds from the auction will go to the families supported by NABS, which provides assistance for those in the marketing and communications industries who are facing personal, career and family challenges due to illness, injury, unemployment or financial difficulties.

With media handled internally and creative by Zulu Alpha Kilo, the campaign relies on a playful 60-second online-only video spot in which former employees of a “near-mint condition” chief creative officer engage in a heated bidding war over him, while the auctioneer points out the ways in which they were wronged.

The campaign is supported by an OOH buy through Zoom Media, with 77 posters located in Toronto, Calgary, Edmonton and Vancouver, as well as print ads in the October issue of strategy, online banners on MiC and strategy and ads within the MiC newsletter and Brunico e-blasts.

Ron Smrczek, creative director, Zulu Alpha Kilo, tells MiC the insight behind this year’s campaign was to keep it lighthearted and play off the fact that many of today’s top marketing players didn’t get to where they are without stepping on some toes.

Other industry big wigs up for grabs are Queen’s School of Business professor of marketing Kenneth Wong, Red Urban EVP and creative director Christina Yu, JWT chief creative and integration officer Brent Choi, DentsuBos president Claude Carrier, Twist Image president Mitch Joel, Gesca Media Sales president Simon Jennings, Union Creative partner and executive creative Lance Martin, Grip Limited partner David Crichton and Konnekt Digital’ president and co-founder Amber Mac.

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