First In Line, First In Time

Euro RSCG Worldwide is taking its ˜Be first” campaign to the next level. Recently, the agency announced plans to air the first TV ad of the new millennium, a 90-second spot highlighting 20th-century ˜firsts,” which will air on Pitt Island.
The island lies 190 miles east of New Zealand in the South Pacific and is the first place on earth to ring in 2000.
Devon Direct, the shop›s Berwyn, Pa.-based direct marketing division, is sending a four-person team to the island for another ˜first.” Using film stencils, they›ll try to capture natural-light photographs of the words ˜Be first” as the millennium hits.
Shop representative Peggy Berk would not divulge the cost of the project, but says the images captured will be ˜priceless.”
˜We›re it in terms of that photo. We›re the ™first,›” she said.
At 11:04 a.m. EST on Dec. 31, the millennium arrives on Pitt Island. The Devon team will be perched atop Mt. Hakepa and hopes to have the first photos posted on the Web site www.thefirstlight.com within 15 minutes, Berk said.
If all goes as planned, Euro RSCG will distribute hard-copy images to 1,000 marketing leaders around the world.
–Kathleen Sampey