SweeneyVesty wins Silver Cannes Lion

SweeneyVesty has won a Silver Lion at the 2015 Cannes Lions International Festival of Creativity, together with project partner Saatchi & Saatchi Singapore. There were a record 40,133 entries for Cannes Lions from around the world this year.

The client is Scoot, a low-cost airline operating in Asia, a subsidiary of Singapore Airlines. The Cannes Lion category is PR – Brand Voice (including Strategic Storytelling).

A team from four SweeneyVesty offices – Singapore (Sarah Tan, Vice President), Wellington (Tom Judd – Account Director), Auckland (Greg Fahey – General Manager) and New York (Brian Sweeney – Chairman) developed and executed a worldwide media strategy and engagement programme for the creative work developed by Saatchi & Saatchi Singapore.

The campaign for Scoot involved a tongue-in-cheek series of communications to US budget airline Spirit for their branding, marketing and advertising that appeared almost identical to Scoot’s. SweeneyVesty’s work achieved over US$40 million in earned media, with the campaign being covered by over 100 regional and international media outlets including CNN, Bloomberg, USA Today, LA Times and The Daily Mail. Scoot experienced a 33% lift in Google searches, and Facebook video views were up 43% from their previous peak.

Scoot CEO Campbell Wilson said “It was great to work with the SweeneyVesty and Saatchi & Saatchi teams on this unique project. They brought a real can-do attitude and their professional approach, creative thinking and tenacity made a real difference.”

Collaboration was a key element, said Brian Sweeney, Chairman of SweeneyVesty. “Many of our assignments are global in nature and this means working together as a tight team across different time zones. Saatchi & Saatchi Singapore saw this as a creative PR assignment and fully drew us into their creative process. And the client, Scoot CEO Campbell Wilson – also a New Zealander – brought a true entrepreneurial spirit to the initiative.”

SweeneyVesty was founded in New Zealand in 1987 and today has offices in Wellington, Auckland, Sydney, Singapore, New York, Columbus (Ohio), London and Berlin. The company is a full service strategic communications consultancy operating across several sectors of the economy from consumer to corporate, government and start-ups.