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What’s the Big Idea? “GLADIATOR SPEAK”

12/26/2012 / pitbullcreative / Blog
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new gladiators_Page_1What do I mean when I say “The Big Idea?” Let’s use the Gwinett Gladiators campaign as an example. Rather than just creating a series of fun ads featuring hockey players and clever headlines, I chose to create the brand personality through the ads themselves. Every piece of communication created had the same Voice. I call it “Gladiator Speak”; a fusion of Latin and street talk. For example a ticket ad would read. “Gottus ticketis yetus? “I’m with stupidus” Tshirts, “Checkus outus our new arenus” You get the picture. Everything speaks to the brand personality. This makes for a unified, consistant  and memorable brand communication while at the same time, doing the tactical job of selling tickets and merchandising.

Given  limited media dollars ($0.00), bartering for local airtime and print was the first order of business. The TV spot was a low-budget affair consisting of a “Loop” of the same archival footage and some very talented local voice actors. I used the same technique with the promo spot for the Trump Plaza fight promotion ad, “The Holfield Battlefield” spot. See PORTFOLIO/TELEVISION.

When you don’t have the dollars for a branding campaign (Strategic) and a promotional campaign (Tactical) you need an idea that can accomplish both simultaneously.

That, my friends is a ‘BigGus Ideum’.

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