Dieste breaks unique campaign to finish 2009 earlier: on November 30th.
October 17, 2009
Leave 09 Behind is a multiplatform marketing campaign developed by Dieste Inc. Recognizing the uncertainty and the challenges of 2009, the Dallas based agency decided to take matters into their own hands and launched this movement to get people to start focusing on the promise of the future and on what they can do to make it happen. The campaign invites people all around the world to celebrate the end of 2009 a little bit earlier: on November 30th.
Launched the first of November, the campaign is utilizing its interactive website as the hub of the movement. Going to www.leave09behind.org, participants can find the locations of events to celebrate the New Year’s Eve, pictures and videos from other participants from around the world, among other features. People can also upload their own videos sharing why they want 2009 to come to an end earlier, and find an entertaining FAQ’s.
The website also hosts a petition – now with more than one thousand signatures – that will be sent to the National Institute of Standards and Technology (NIST) and its military counterpart, the United States Naval Observatory (USNO), asking to declare November 30th as the last day of 2009.
I recognize that this will be a one-time (1) only change, and that 2010 will have one (1) extra month.
In accordance with other signatures, I request that the calendar change be made official and be reflected in the Time.gov site, so we can proclaim Happy 2010! a month before.
Leave 09 Behind also has a strong social media component with various pages on Facebook were friends can upload photos, leave their comments, and RSVP for the party celebrations, as well as a YouTube channel with videos related to the campaign that grabbed more than 30.000 views.
The context:
According to the president of Dieste, Aldo Quevedo, the insight of the campaign is that “with the New Year comes new energy and with the right attitude we can bring about a positive change. It doesn’t help to complain about the crisis, the pandemics, the financial debacle. We have to act. Here at Dieste, we are doing something about it: We will Leave ‘09 behind. Literally.”
For Dieste people, the month of December will be Pre-January 2010. The agency created a calendar that is being sent to clients and all the emails and letters coming from the agency will be signed as such.
The event:
To kick things into high gear, Dieste is planning to end this year with an open celebration that will take place on November 30th at Pegasus Plaza, in downtown Dallas. The party starts at 6pm with the performance of the band Epitas followed by DJ Chamo. The countdown for 2010 starts at 8pm and the party continues until 10pm.
People at Pegasus Plaza will have the chance to win various prizes like airline tikets, hotel nights and dinner gift cards among other things.
“We are inviting people to join us in Dallas, but also encouraging them to organize their own parties all around the world”, says Javier Guemes the creative director of the Leave 09 Behind campaign.
When: Nov 30th – 6pm
Where: Pegasus Plaza – downtown Dallas
What: Leave 09 behind Celebration
For more information about Dieste, visit http://www.dieste.com. You can also follow Dieste on Twitter at http://www.twitter.com/dieste>.
