The Yellow Phone

CLIENT: TBWA NY PROBLEM: How to attract the world's best creative talents to TBWA? IDEA: To convince young talents that in TBWA they would climb on the shoulders of giants we came up with the Yellow Phone. It is a special phone which connects young talents directly with the top management MY ROLE: concept + writing

TBWA offers young talents 24 hours of direct access to the top management.

When you join TBWA, you join the supportive, global family. You get the opportunity to climb the shoulders of the advertising giants.

To bring this promise to young talents, we created The Yellow Phone. With contact details of 10 agency big shots. The President, the Global Chief Creative Officer, Chairmen…

Young talents can have the phone for 24 hours. 24 hours for face timing the President, whatsapping the Global Chief Creative Officer or messaging the Global Chief Marketing Officer. Bosses need to drop everything they were doing and take them seriously.

Finally they can convince them directly why they should join the collective. Or maybe they just would like to talk about the weather… All up to them!

However …

The Yellow Phone doesn’t come for free.

GET THE PHONE - option 1

6 seconds to convince us.

We ask the talents to record a super short video.

Before they get The Yellow Phone for 24h, we give them 6 seconds to convince us.

The videos should be shared with the hashtag #yellowphone. We will judge them and select the winner. To get more attention on social pages, we change the hashtag colour to yellow.

GET THE PHONE - option 2

Crack the brief.

We collaborate with the talent organizations like the Dutch ‘Jonge Honden’ to set up a brief. Young talents need to crack it. The main prize is The Yellow Phone.

Launch Film - Script

Rainy day. One of the top bosses of TBWA catches a taxi. He’s on his way to work.

Suddenly a portfolio book lands on his laps. He opens his eyes and looks to the side. That’s a Young Creative sitting in the backseat. He immediately starts showcasing their work. The taxi driver smiles in a cheeky way.  She’s the other creative.

CUT.

The boss gets to his office. He notices a huge billboard being built just in front of his office window. It’s so huge it destroys all view. On the billboard it’s written: I PUT MY LAST MONEY INTO THIS BILLBOARD PLEASE LET ME BE YOUR NEXT ACCOUNT MANAGER.

Out of the blue the pizza delivery guy storms in. The boss is surprised, he didn’t order any pizza. Opens up a pizza box. Pizza looks like a resume; made out of cheese and ketchup.

We see the high-rise window cleaner working outside of his office. He drops the cleaning gear, gets the guitar and starts signing. He signs about his love for strategy. 

The boss looks around, there is a new lamp in his office. The lamp moves. It’s a girl with a bulb crown on her head. 

Cut to the black titles on the yellow background:

Have you tried calling?

GET THE YELLOW PHONE.

We cut to black. The VO describes the challenge, as white titles on screen summarise the key parts. We end on the deadline, followed by the TBWA logo.