Risk definitely worth the reward.
A small group of us is following an increasingly ornery bear around the woods with a camera. We’re trying to capture the image of a dopey kid attempting to feed the beast a bloody steak. As the animal – leash lying on the forest floor – meanders around erratically, we share glances that seem to say, “Are we really doing this? And does anyone have a tranquilizer gun handy?”
Flashforward eight months, when the shot we captured is part of a direct mail campaign which lands Crowley Webb a Global Award.
About a week ago we learned the good news that Crowley Webb had won a Global for work for our client Praxis – our ninth in the last ten years. Not bad considering the Global is the world’s most coveted healthcare award and the only dedicated to the recognition of excellence on an international basis.
Beyond just winning a snazzy award, we had a blast along the way. Together with our photographer Rhea Anna, we got to see a trainer wrestle a bear in the heart of Holland, NY, as well as a lady watching TV in a bathtub. Good stuff, right? And both pieces were just part of a larger multi-media campaign for Praxis aptly dubbed the Praxis Risk Files. The main hub was a website which housed numerous videos of people doing idiotic things. We also used email advertising, a Facebook page, and a Twitter feed to drive traffic to the site. The campaign even had its own YouTube channel.
So the next time you’re out sticking a camera in a bear’s face, desperately trying to get it to “act” angry and hungry, take solace in the thought of what may end up on the award shelf in your lobby.
Tagged with Global Award, Praxis