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TheStreet Open House

With "Fair Go, Bro", Doug Pitt Helps Propel Virgin Mobile To Victory In The Twelfth Annual Creative Business Idea® Awards

Stocks in this article: HAV

NEW YORK, June 3, 2013 /PRNewswire/ -- Brad Pitt's brother. Urban regeneration. Tweeting for condoms. Ghoulish monsters. What do they all have in common? Transformative advertising.

Havas Worldwide recognized the best Creative Business Ideas ® to emerge from the global agency network in 2012 in this year's Creative Business Idea Awards competition. Havas Worldwide Sydney and One Green Bean's work for Virgin Mobile Australia, which used an unusual take on the "celebrity" endorsement for a global impact far above its media spend with "Fair Go, Bro", won the gold prize. London agency Arnold KLP's "Transform Your Patch" campaign for PepsiCo took silver, Havas Worldwide UK's "#1share1condom" for Durex took bronze, and "Monsters", created by Havas Worldwide Helsinki for Finnish charity Fragile Childhood, was awarded an honorable mention.

Creative Business Ideas (CBIs) are Havas Worldwide's strategic platform for transforming brands and driving profitable growth for clients. Established in 2000, the annual CBI Awards recognize the very best of those ideas from across the global network, and in past years have awarded such iconic advertising as Air France's "Making the Sky the Best Place on Earth," Evian's "Live Young," and Dos Equis' "The Most Interesting Man in the World."

The 2013 gold medalist, "Fair Go, Bro", brings to life Virgin Mobile Australia's promise of "a fair go for all" not by featuring a famous celebrity spokesperson; instead they gave an unknown sibling with a famous family name a taste of the celebrity lifestyle.  Doug Pitt (younger brother of Brad) washes his own car and pays his own bills. But, "Everyone deserves the celebrity treatment. Even a celebrity's non-celebrity sibling."

The campaign, despite a small media budget compared with its competitors, has driven Virgin Mobile Australia to its best-ever sales quarter — and has turned the non-famous Pitt into a viral sensation. The spot racked up 1.3 million YouTube views within just its first week and has received over 100 international press features, from the USA to Russia to Chile.

"This campaign has been a game-changer for us," said Nicole Bardsley, Head of Brand and Acquisition at Virgin Mobile Australia. "Havas Worldwide and One Green Bean collaborated brilliantly to create such an original concept, and the strength of the strategy and insight behind this work is borne out by the way this campaign has grown our business."

Arnold KLP's silver-winning "Transform Your Patch" helped PepsiCo create a simple, tangible solution for inner-city renewal: Each purchase of specially labeled soft drinks translated into a centimeter of grass planted at public green spaces across Great Britain, including parks, playgrounds, and athletic fields. The campaign helped to regenerate land at 176 different sites around the country, and more than 3 million people voted online for their favorite "patch" of land, with thousands more volunteering.

Bronze went to a global social media campaign with a social impact. Created by Havas Worldwide UK for global client Durex, the Reckitt Benckiser brand, "#1share1condom" engaged people around the world to help fight HIV on World AIDS Day. Durex encouraged people to share HIV facts on social media using the #1share1condom hashtag, with each share automatically generating another condom donation from Durex. The movement spread globally, reaching 65 million people in over 165 countries on Twitter alone, and generating 5 million condoms donated by Durex.

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