Aflac

The Challenge
Leverage a negative turn of events (Gilbert Gottfried’s firing as the voice of the Duck) as an opportunity to engage consumers nationally – and help the Duck get his voice back.

The Approach
Solve the problem where it started – online.  Issued an open casting call for everyday Americans to apply, conducted simultaneously online and in 6 top U.S. cities. Revealed the winner with a YouTube video of the new voice receiving the surprise news, followed by a NYC media tour.  Secured coverage of the new spot that aired for the first time during the debut of The Voice.

The Results

• 12,500 applications from across the country
• 1 billion+ media impressions overall
• Over 600 broadcast hits in one day alone
• $12 million in advertising equivalency for broadcast coverage alone
• Already won a Bronze Lion at Cannes