Barkley, an independent advertising agency, received some good news from France on Wednesday—its Outdoor Campaign for client Dice, a career hub for the technology industry, won a Cannes Lions Bronze Award, one of the advertising world’s most prestigious prizes.
The billboards, which launched in target markets San Francisco, Seattle and Dallas, utilized code language, coined “geek speak,” that only a technology job seeker would understand.
“These outdoor boards are the best example of targeted marketing I’ve ever seen. Only the tech geeks – for whom they’re intended – can read and act on them,” said Paul Behnen, Barkley’s Executive Creative Director, who spearheaded the award-winning campaign. “They’ve had tremendous results for our client in the three hottest tech markets in the country.”
“We’re thrilled beyond words or, as a tech geek would say, ‘we.thrilled > words,’” he added.
According to the Cannes Lions International Festival of Creativity, the awards program received over 34,000 submissions from over 87 countries, a record-breaking number of submissions this year.
“We believe integration drives the best work, and this is a great example – we actually gave this traditional outdoor assignment to our tech team and look at what happened,” said Barkley CEO Jeff King about the win. “To be recognized at Cannes is an amazing honor.”