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SWRDA 'The Harvest'

Agency: Rubber Republic

Client: SWDA

The South West Regional Development Agency (SWRDA) has launched a viral campaign to attract new work and staff to the region by raising awareness of the South West's creative industry credentials.

The campaign, which has been planned, produced and seeded by Bristol-based viral agency Rubber Republic, aims to highlight the strength of the creative industries in the South West and its working environment.

The viral is being supported by a campaign microsite competition and DM campaign.

The 'Harvest' viral film shows how creatives are grown, harvested and pressed for their juices with artisan care in the peaceful and idyllic South West, emphasising the region's lifestyle benefits.

The viral has earned over 120,000 views and sparked discussion across industry blogs with its gently disturbing scenes of creative types being dug out of fields, squeezed in hydraulic presses, bottled and shipped off to agencies on the back of a Unimog.

The campaign has also broken into the real world, with 2,000 bottles of delicious Creative Juices getting hand delivered to creative types across London town.

Chris Garcia, head of creative industries at the South West RDA said, “alongside initiatives to support the South West creative Industries, we wanted to spark conversations online that would not only show the South West as a thriving hub of creative work but also create a wider debate about the work of companies operating across the UK.”

Kirk Hullis, account manager at Rubber Republic, added, “so far the campaign's been a real triumph of targeting and has got a complicated message out to the right people. The organic growth of the conversations online has vindicated our campaign strategy of releasing the clip under the radar, getting the ball rolling with our industry friends and colleagues and having the content prompt the debate'.

What do you think? Write your review below and you could win a bottle of champagne in our 'Review of the Month' competition.


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