Cannes Lions 2009 - Золотые призеры в номинации Media Lions
DYNAMIC OVERLAYS
Type of Entry:
Use of Media
Category:
Best Use of Television
Title:
DYNAMIC OVERLAYS
Advertiser/Client:
LA SIRENA
Product/Service:
DEPARTMENT STORES
Entrant Company:
PAGES BBDO Santo Domingo, DOMINICAN REPUBLIC
Advertising Agency:
PAGES BBDO Santo Domingo, DOMINICAN REPUBLIC
Media Agency:
OMD DOMINICANA Santo Domingo, DOMINICAN REPUBLIC
Creative Credits
Name
Company
Position
Rodolfo Borrell
PagГcs BBDO
Vp General Creative Director
Dilia Luna
PagГcs BBDO
Creative Director
Claudia Rodriguez
PagГcs BBDO
Copywriter
Scarly BidГ?
PagГcs BBDO
Art Director
Sandra Cividanes
PagГcs BBDO
Accounts Director
Belkis De La Cruz
OMD Dominicana
Media Planning Director
Jenny Mella
PagГcs BBDO
Accounts Executive
Results and Effectiveness:
More than 200 banners were made with a range that reached the national spectrum receiving a lot of free press. In the ranking of most admired companies compiled in 2008, La Sirena rose with a 50.9%. Another study showed the buying preference and itв?Ts rise to 42.5% and a closing year with a SOV of 76%.
Creative Execution:
A superimposed banner that reacted through funny messages within the context of the actions and the article that was being promoted.
Using a unique media negotiation with the channels that broadcasted the 5 top rated soap operas we were able to insert a breakthrough way of announcing the weekв?Ts offers: a superimposed banner. A week prior to the air date all the soap operaв?Ts episodes were evaluated and studied, looking for articles that looked like the ones in the offer for the upcoming week. During the broadcast, at any given moment the banners reacted through funny messages within the context of the actions and the article that was being promoted.
Insights, Strategy and the Idea:
The objective was to communicate the weekly specials through TV in the midst of a financial crisis that had commerce maximizing their budgets while cutting down on expenses. This stirred a retail advertising war that ended up creating a huge amount of bumper commercials that were boring and monotonous.
The target audience was housewives, stay-home mothers and any other character that had the power to choose which household items were getting purchased. We knew we had to find a more entertaining and interesting way of communicating the products in a more relevant way.
The client advertised the articles in its inventory and the target audience got the information with an emotional twist. While some overlays were completely rational others had a hint of humor that stuck with the target audience in a moment of complete attention.
CEILING CINEMA
Type of Entry:
Use of Media
Category:
Best Use of Cinema
Title:
CEILING CINEMA
Advertiser/Client:
NISSAN CENTER EUROPE
Product/Service:
NISSAN MICRA C+C CABRIO
Entrant Company:
TBWA\GERMANY Berlin, GERMANY
Advertising Agency:
TBWA\GERMANY DГ?sseldorf, GERMANY
Creative Credits
Name
Company
Position
Kai Röffen/Fabian Kirner
TBWA\ Germany
Creative Director
AndrГc Heinrichs/Sebastian Schnell
TBWA\ Germany
Art Director
Michael Manke/Tobias Feige
TBWA\ Germany
Copywriter
Paul Unger/Bernhard SchГ?rmanns/Kirsten DГ?mpelmann
TBWA\ Germany
Account Manager
Alexander Langer
TBWA\ Germany
Agency Producer
PiratesВ?n Paradise
Production Company
Michael Manke
Camera
3klang Gmbh
Sound Design
Martin SchГ?tze
3klang Gmbh
Sound Design
Michel Jansen
Nissan Center Europe Gmbh
Marketing Manager
Results and Effectiveness:
An increase in Nissan Micra C+C test-drives by 19.2 %.
Creative Execution:
In order to get the right feeling of driving a convertible we went to a place where our audience was highly concentrated and in the right mood for an unseen commercial. A commercial that wasnв?Tt just shown on the cinema screen but on the cinema ceiling. By doing so we were certain to deliver the right message at the right moment: "convertible-feeling for everyone!"
Insights, Strategy and the Idea:
Nissan required a regional tool in order to increase the number of testdrives for its NISSAN Micra C+C Convertible and by doing so increase the sales volume as well.
At the time of submission, the в??mineв?? program had just launched, having been in market a mere two weeks. But the response has been phenomenal: 85% fulfillment (goal was 95% at 3 months), with 17% opt-in for more information on Lexus (compared to a benchmark 9%).
The news media has reacted with similar enthusiasm, with over 500 media outlets reporting on в??mineв??, generating 235+ million media impressions.
Since launch, dozens of marketers have contacted Time, Inc. to see how they can participate in this groundbreaking reinvention of the magazine platform.
Creative Execution:
To bring the idea of the unique driver to life, we didnв?Tt simply put ads in a magazine в?" we created a new magazine. A multi-platform, first-ever, reader-customized magazine named в??mineв??.
We partnered with Time, Inc. to offer readers self-selected content from eight Time, Inc. publications.
In-book and online promotional units across Time, Inc. properties drove readers to a signup website, where they could easily select their content and delivery format: print, digital, RSS feed via downloadable widget, or mobile reader.
Once selected, the first of five в??on-demandв?? issues reached the reader in just 2-3 weeks.
As the sole advertiser, the four Lexus RX ads in each of the five issues were also customized to the subscriber, based on information they supplied at sign-up.
The capacity to create over 4 million unique ads, with no two issues alike, is what makes в??mineв?? so remarkable.
Insights, Strategy and the Idea:
First launched in 1998, the Lexus RX established the category of luxury, compact SUVs. Eleven years later, it was beginning to lose its edge amongst the competition. To launch the all-new, 2010 RX, we needed to reinvent a distinctive point of view.
Our target в?" affluent, busy parents in their mid-30s to mid-40s -- like technology, but donв?Tt necessarily like, or have the time, to figure it all out. We decided to frame the features and systems of the car as attributes that relate directly to the way people really live their lives. In other words, completely inspired by the driver.
When it came to print, Lexus needed to act, not just talk, in a way that conveyed a deep appreciation of the consumer as a unique individual.
So to celebrate a driver-inspired vehicle, we created a reader-inspired magazine.
BE THE NEWS
Type of Entry:
Use of Media
Category:
Best Use of Newspapers
Title:
BE THE NEWS
Advertiser/Client:
NISSAN
Product/Service:
NISSAN
Entrant Company:
LEW'LARA\TBWA Sao Paulo, BRAZIL
Advertising Agency:
LEW'LARA\TBWA Sao Paulo, BRAZIL
Creative Credits
Name
Company
Position
Jaques Lewkowicz
LewВ?Lara/TBWA
Creative Director
AndrГc Laurentino
LewВ?Lara/TBWA
Creative Director
Luciano Lincoln
LewВ?Lara/TBWA
Creative Director
Manir Fadel
LewВ?Lara/TBWA
Creative Director
JoГ?o Braga
LewВ?Lara/TBWA
Writer
Carlos Nunes
LewВ?Lara/TBWA
Art Director
Luiz Ritton
LewВ?Lara/TBWA
Media VP
Rodrigo SimГчes
LewВ?Lara/TBWA
Media Director
Clara Corrales
LewВ?Lara/TBWA
Media Planner
Herbert Gomes
LewВ?Lara/TBWA
Media Director
Results and Effectiveness:
We had the largest response for a newspaper promotion in Brazilian history, even among those that give away cars and TV sets.
We doubled Brand Familiarity.
Nissan made it to the front page two Sundays in a row. Also that day, thousands won the lottery, went on honeymoon, families got together again, children won olympic medals.People showed it to friends and family and will keep it with them for years to come.
Creative Execution:
For the first time in its history, O Estado de Sao Paulo ran a blank front page. It invited readers to shift and come up with their own front-page stories.
On the newspaperв?Ts website, they could write their headlines and upload their photos.
The next Sunday, every subscriber was front page news. On their doorstep, they got their paper with the cover they had made themselves.
Insights, Strategy and the Idea:
Nissan arrived late in Brazil and is still a small player there. We had to jump-start the brandв?Ts relationship with Brazilian drivers and introduce the worldwide brand belief: SHIFT. For that we chose O Estado de Sao Paulo, one of Brazilв?Ts largest papers, and the most important source for people buying cars.
Our idea was to shift the way people relate to newspapers, making them be the news, instead of reading it and making them keep the paper instead of throwing it away.
THE WORLD IS NOISY ENOUGH
Type of Entry:
Use of Media
Category:
Best Use of Outdoor
Title:
THE WORLD IS NOISY ENOUGH
Advertiser/Client:
AEG ELECTROLUX
Product/Service:
WASHING MACHINES
Entrant Company:
ZENITHOPTIMEDIA INTERNATIONAL London, UNITED KINGDOM
Media Agency:
ZENITHOPTIMEDIA INTERNATIONAL London, UNITED KINGDOM
Creative Credits
Name
Company
Position
Line Eggen
Electrolux
Brand Manager
Michael Iskas
Zenithoptimedia
Account Director
Sam Selleck
Zenithoptimedia
Account Manager
Results and Effectiveness:
Major blogs picked up the story and delivered 10 million posting views for free. Major print titles covered the story. While in Spain, the story made it to the prime time TV news! (Overall media value of free editorial coverage: в'¬20m).
45% of those who came into contact with the campaign were more likely to think about noise when they were next buying an appliance whilst 35% would consider AEG (Pan European monthly brand tracking). The only media cost to AEG was that of buying 5 posters across Europe locations for a month.
Creative Execution:
Armed with handheld decibel meters, we discovered the noisiest locations across Europe. We embedded the decibel meters into large posters and digital screens displayed the constant noise levels in real time.
To fuel the noise argument, we live-streamed the noise data to our noise-awareness website where consumers could compare the different noise levels across the cities.
To get the major media to take notice of the story during the European Unionв?Ts Noise Awareness Day we approached influential blogs with high quality videos and photos of the noise posters and interesting incidents caused by the interactive posters (i.e. London poster urged club owner and school kids to join forces against noise in Old St, London).
To target major retailers at Eurocucina, Europeв?Ts biggest appliance fair, we placed a decibel poster en route from their hotels to the fair, while also providing maps and info packages at their rooms.
Insights, Strategy and the Idea:
Car alarms waking you in the middle of the night. Road-works and ring tones have become the soundtrack to your life, while when you get home your washing machine is so loud that you have to use your headphones to listen to the TV.
With this in mind, AEG engineers built the Silent Laundry range.
However, consumer research showed that noise is not such a crucial buying criterion until the moment people are reminded of the nuisance of noise in city living.
In response to this insight, the role of communications would be to amplify the issue of noise and to make it a subject of every day city conversations; in the taxi, by the water cooler or at the dinner party.
CHECK THEM
Type of Entry:
Use of Media
Category:
Best Use of Ambient Media: Small Scale
Title:
CHECK THEM
Advertiser/Client:
VERITAS SPIRITI
Product/Service:
TESTICULAR CANCER AWARENESS
Entrant Company:
McCANN ERICKSON GROUP SKOPJE, MACEDONIA
Advertising Agency:
McCANN ERICKSON GROUP SKOPJE, MACEDONIA
Creative Credits
Name
Company
Position
Ivica Spasovski
Mccann Erickson Skopje
Creative Director
Vladimir Manev
Mccann Erickson Skopje
Art Director
Results and Effectiveness:
Testicular cancer awareness:
- before campaign - 1%
- post campaign - 74%
- 11% increase in doctor visits.
Our internet banners were clicked 1100% more then the regular banners, making www.proverigi.com.mk regularly visited.
More than 80% of the placed hands were taken away from the site. Men found the hand funny and informative, so they were taking it away.
Creative Execution:
Scaring men with statistics was not the way to deliver the message. We wanted to do it in an unusual and funny way.
We decided to give men a HAND!
A HAND (promotional material) was offered to men on the all places they usually go: stadiums, gyms, barber shops, car wash, snooker rooms, sport betting places and in dressing rooms in shops.
In Macedonian slang, testicles are also known as EGGS. Weв?Tve stamped the message on the eggs, sold at the local markets, using them as another media channel.
All the materials were supported by an official web site www.proverigi.com.mk (proverigi = check them) containing more information about the testicular cancer.
Internet banners, leading to our web site, were placed on the most visited web sites in Macedonia.
Insights, Strategy and the Idea:
Men between the age of 15 and 40 are potential victims of testicular cancer. If itв?Ts detected early, itв?Ts successfully treated in 99% of the cases. This cancer can be easily detected with a simple self examination.
Research has shown, that the awareness for this illness and its symptoms is very low.
The challenge was to raise the awareness and to inform men how to detect it.
The message was simple:
You can easily detect testicular cancer with a simple self examination.
BE BOLD, CHECK THEM!
REVERSE GRAFFITI PROJECT
Type of Entry:
Use of Media
Category:
Best Use of Ambient Media: Large Scale
Title:
REVERSE GRAFFITI PROJECT
Advertiser/Client:
THE CLOROX COMPANY
Product/Service:
GREEN WORKS NATURAL CLEANER
Entrant Company:
DDB WEST San Francisco, USA
Advertising Agency:
DDB WEST San Francisco, USA
Creative Credits
Name
Company
Position
Lisa Bennett
DDB West
Chief Creative Officer
Frank Brooks
DDB West
Director Of Production
Dustin Smith
DDB West
Creative Director
Natalie Chambers
DDB West
Art Director
Mia Lischer
DDB West
Producer
Stacey Grier
DDB West
Chief Strategic Officer
Debra Berman
DDB West
Planning Director
Paul "Moose" Curtis
Artist
Jessica Buttimer
The Clorox Company
Vice President Of Marketing/Green Works
Michelle Ehlinger
DDB West
Account Director
Jon Lancaric
Copywriter
Results and Effectiveness:
Images of the mural were posted on over 230 blogs around the world. In less than one week the film became YouTubeв?Ts #1 Featured Video and received over 500,000 views. With $55,000 USD and one dirty wall we reached millions of people and received media value of $2.1 million resulting in 7.5 million media impressions. We turned negative conversations into influential ones driving a negative tone down to a mere 5% in blog postings. Within 6 months, Green Works was #1 in the natural cleaning category. Over one year later, the mural is still visible and 20,000+ people view it daily.
Creative Execution:
We enticed Paul в??Mooseв?? Curtis, pioneer of an art form called в??clean taggingв?? to help realize our vision. Green Works are 99% plant-based, so we had the idea to reverse out a mural of plants and trees. We chose a high-traffic, incredibly dirty location - the entrance to San Francisco's Broadway Tunnel. The 140-foot wall became the canvas for a live Green Works billboard.
The event was covered by local news channels and received press coverage the following day. We commissioned award-winning documentarian Doug Pray to shoot a short film profiling Mooseв?Ts artistic philosophy and the creation of the mural. We developed a dedicated website (reversegraffitiproject.com) to house the documentary and provide people with more information about the event and give them the behind the scenes story. We gave the documentary its debuton You Tube for maximum exposure and seeded it in popular social and environmental blogs.
Insights, Strategy and the Idea:
Cleaning products were getting a bad ecological rap, and as the inventor and manufacturer of bleach, Clorox was taking the brunt of it. In spite of that fact, Clorox planned to enter these treacherous waters with one of their most important product launches: an eco-friendly, plant-based cleaner called Green Works.
In order to succeed, we would have to reach ecologically-minded thought leaders, the very people leading the charge against toxic cleaners. At the same time, we would need to demonstrate to our current customers that a green cleaner could be just as effective as a traditional cleaner. Both groups needed to see proof. Our idea was to create a larger than life product demo that proved this new product was worthy of its name sake. An event that would show the world that Green Works is green and that it works.
THE MISSING 'H'
Type of Entry:
Use of Media
Category:
Best Use of Special Events and Stunt/Live Advertising
Title:
THE MISSING 'H'
Advertiser/Client:
FOOTBALL FEDERATION AUSTRALIA
Product/Service:
INTERNATIONAL FOOTBALL
Entrant Company:
LOWE SYDNEY, AUSTRALIA
Advertising Agency:
LOWE SYDNEY, AUSTRALIA
Creative Credits
Name
Company
Position
Dave Johnson
Lowe Sydney
Executive Creative Director
Nathan Lennon
Lowe Sydney
Writer
Dave Gibson
Lowe Sydney
Art Director
Charna Rifai
Lowe Sydney
Agency Producer
Kris Rees
Lowe Sydney
Editor
Nathan Quailey
Lowe Sydney
Group Account Director
Guy Lovell
Lowe Sydney
Senior Account Manager
Results and Effectiveness:
In just 24 hours the Ghanaiansв?T appeal snowballed into a national TV news story, with interviews on various morning shows and primetime news segments around the country. They were also the topic of discussion on numerous blog sites around the globe. In under 48 hours the Ghanaians had been exposed to hundreds of thousands of people, giving the FFA $250,000 worth of media value for a budget of only $15,000. And all of this translated into a 50% increase in ticket sales in only three days.
With the profile of football in Australia still growing, any results that indicated support for the game was immensely important for the FFA, who are currently driving Australiaв?Ts bid to host the 2018 FIFA World Cup.
Creative Execution:
Our solution was to turn the usual sports marketing paradigm on its head. Rather than focus on garnering support for Australia we focused on making Ghana the focal point.
Our idea was to create a fake Ghanaian fan club, intent on spelling the word в??GHANAв?T on their chests. But due to the lack of Ghanaians in Australia they couldnв?Tt find a fifth member, and were hence missing the в??Hв??. So we sent them onto the streets of Sydney, where they appealed to the public to attend the game and be their missing в??Hв??.
While our idea began as a piece of ambient media, the interest it generated meant that it channelled into other forms of media, such as online blogs and live television e.g. interviews on national news programmes.
Insights, Strategy and the Idea:
The target audience were not true football fans but rather the broader group of sports loving Australians who are fickle when it comes to deciding what matches they go to; tending to only make an effort to attend в??draw cardв?? games.
The real barrier was that they simply didn't care about Ghana. Ghana was an unknown country at the other end of the earth with no meaning, no personality and no face. We had to do something that made them feel connected to the opposition team.
Ticket sales had reached a plateau with patriotic Aussies, so any insight that could drive ticket sales with our broader target was considered relevant by the client. For our target audience, igniting some personality into an opposition team they had never even thought about was a highly novel way to focus their attention on what looked to them like a non-event match.
This innovative campaign was not only a creative and technological showcase, foremost it connected Axion youth bank on a profound level with the needs of todayв?Ts young musicians.
в?ў 25 young bands got an exposure for their live-gig via 6,807,442 banner impressions on well known internet sites.
в?ў By providing an в??embedв??-option, we generated another 43,479 impressions via viral embeddings on fan pages and blogs. Some of these generated more than 20% clickthrough.
в?ў The campaign website attracted 44,845 unique visitors, 7,581 people voted for their favourite band (a majority voted by premium SMS instead of free web-vote).
Creative Execution:
Axion introduced an internet-first: в??Axion Banner Concertsв??, streaming live-gigs in the frame of traditional banners. We booked an impressive mediaplan on popular websites and organised a contest to select 25 young upcoming bands to play a concert in these 6 million banners.
We also installed a voting system for the public to elect a winner who won a real gig at Ancienne Belgique, one of Belgiumв?Ts biggest concert halls with live streaming on their webtv-channel. This motivated the competing bands to embed their banner concert in their fanв?Ts blogs and social network pages, giving their music even more exposure.
Insights, Strategy and the Idea:
Axion, Dexiaв?Ts youth bank, has always supported youngsters between 12 and 25 years old in all aspects of their lives. As an ever increasing number of young bands are striving -in vain- for MySpace-fame, and at a time when the international music industry is struggling to survive, Axion decided it was time to give young music bands a little push, financially and logistically.
WHOPPER SACRIFICE
Type of Entry:
Use of Media
Category:
Best Use of Internet
Title:
WHOPPER SACRIFICE
Advertiser/Client:
BURGER KING
Product/Service:
BURGER KING
Entrant Company:
CRISPIN PORTER + BOGUSKY Boulder, USA
Advertising Agency:
CRISPIN PORTER + BOGUSKY Boulder, USA
Media Agency:
VML New York, USA
Creative Credits
Name
Company
Position
Rob Reilly
Crispin Porter Bogusky
Co-Executive Creative Director
Andrew Keller
Crispin Porter Bogusky
Co-Executive Creative Director
Jeff Benjamin
Crispin Porter Bogusky
Interactive Executive Creative Director
Bill Wright
Crispin Porter Bogusky
Creative Director
James Dawson-Hollis
Crispin Porter Bogusky
Creative Director
Nuno Ferreira
Crispin Porter Bogusky
Associate Creative Director
Neil Heymann
Crispin Porter Bogusky
Associate Creative Director
Pelun Chen
Crispin Porter Bogusky
Interactive Design Director
John Whitmore
Crispin Porter Bogusky
Interactive Designer
Saman Rahmanian
Crispin Porter Bogusky
Interactive Art Director
Joel Kaplan
Crispin Porter Bogusky
Interactive Copywriter
Robert Valdes
Crispin Porter Bogusky
Executive Integrated Producer
Rob Allen
Crispin Porter Bogusky
Integrated Producer
Andrew Kennedy
Crispin Porter Bogusky
Flash Designer
Jimmy Pino
Crispin Porter Bogusky
Programmer
Robert Christ
Crispin Porter Bogusky
Programmer
Refresh Partners
Development Partner
Ascent Marketing Partner
Development Partner
Scott Prindle
Technical Director
Matt Walsh
Interaction Director
Mat Ranauro
Associate Technical Director
Jordan Clayton-Hall
Interaction Designer
Winston Binch
Integrated Head of Interactive Production
VML
Sales Promotion
Results and Effectiveness:
The campaign launched on January 5th and in only ten days over 80,000 users added the app to their profile. On January 15th, with 233, 906 friends having been sacrificed, Facebook requested that we take down the application after becoming uncomfortable with the sheer number of participants who were deleting friends. After the application was removed, free media impressions jumped from 13 million to 32 million as reporters, bloggers, and Facebook users all asked в??Why did it end?в?? As a result of the campaign, Burger King awarded 19,236 free Whopper coupons.
Creative Execution:
To answer the brief, we built an application on the social network, Facebook, to test if people love the Whopper more than their friends. The challenge was simple: Sacrifice (delete) ten of your Facebook friends and receive a free Whopper. There was one twist though; each friend you scarified would be notified of your actions, meaning your entire network would know that you chose flame-broiled meat over friendship. Instead of using bought media to spread our message, we utilized an entire social network looking for an excuse to delete part of their friend list.
Insights, Strategy and the Idea:
Burger King tasked us with building a campaign that demonstrated how much America loves the Whopper, BKв?Ts flagship hamburger. We started by asking ourselves, what would people give up in favour of the Whopper?
The insight came while looking at Facecbook. We realized that people have far more Facebook friends than real-life friends. Why? What is the value of these internet friendships? Would people be willing to delete some of these childhood buddies, ex-lovers and random co-workers, if they just had a good excuse to do so?
WISH I COULD BE TRUE TO MYSELF
Type of Entry:
Use of Media
Category:
Best Use of Other Digital Media including mobile devices
Title:
WISH I COULD BE TRUE TO MYSELF
Advertiser/Client:
SONY MUSIC ASSOCIATED RECORDS
Product/Service:
JUJU FEAT. SPONTANIA
Entrant Company:
DENTSU Tokyo, JAPAN
Advertising Agency:
DENTSU Tokyo, JAPAN
2nd Advertising Agency:
ROBOT COMMUNICATIONS Tokyo, JAPAN
Creative Credits
Name
Company
Position
Kishi/Yuki
Dentsu
Creative Director
Murai/Yosuke
Dentsu
Copywriter
Terasaki/Kei
Dentsu
Agency Producer
Tanaka. Tomoko
Robot Communications
Interactive Designer
Miki/Takahiro
Stardust Music
Director
Hourin/Hiroyuki
Zig9 Ltd.
Cinematographer
Kishiro/Shinya
Robot Communications
Chief Film Producer
Kawasaki/Yasuhiro
Robot Communications
Film Producer
Results and Effectiveness:
The campaign was splashed on a newspaper front page on Dec 1st, 2008. Pair Movie is played total 400,000 times in one month. Its number is tremendously large as the Music Video's viewership on mobile phone. The song was downloaded on mobile and PC by 200,000 people in first week. The total number of downloads is 2,200,000 so far and is still increasing. More than 150,000 copies of the CD were sold. The song в??SUNAO NI NARETARAв?? has become her biggest hit.
Creative Execution:
We developed a brand-new method of mobile movie which was named "Pair Movie". It is the worldв?Ts first mobile movie enjoyed by placing more than 2 cell phones side-by-side. We leveraged this technique for song promotion and have produced 5 Music Video whichs are made up of 5 episodes. The videos are streamed for free on the campaign website only for mobile.
Insights, Strategy and the Idea:
Japanese singer-songwriter JUJU has released new single CD, "SUNAO NI NARETARA" for female teenagers and young women who are around their twenties. Then we have got the mission from the client to develop the innovative mobile campaign to promote this song. In Japan, now the mobile devices has transformed from a mere communication tool for talking and e-mails, into the great entertainment provider which allows you to enjoy music, movies and games. However, compared to music and games, most of the mobile movies are resized versions of current footages, lacking the contents "absolutely more interesting to watch on mobile devices". Under this circumstance, we have succeeded to develop an absolutely new style of Music Video which could be enjoyed only on mobile phones.
STRAUCHANIE SPONSORSHIP
Type of Entry:
Use of Media
Category:
Best Use of Sponsorship
Title:
STRAUCHANIE SPONSORSHIP
Advertiser/Client:
MARS
Product/Service:
MARS CHOCOLATE BAR
Entrant Company:
STARCOM MELBOURNE, AUSTRALIA
Media Agency:
STARCOM MELBOURNE, AUSTRALIA
Creative Credits
Name
Company
Position
David Trovell
Starcom
Strategy Director
Peter Toone
Starcom
Client Business Manager
Michael Leeds
Starcom
Client Business Director
Results and Effectiveness:
Its not often a media idea becomes the face of a brand в?" but this media idea rewrote the rule book.
New research isolated the effect of Strauchanieв?Ts TV integration; growing Marsв?T trial, purchase intent and favourite brand scores by 30% more than TV advertising.
Supermarket orders increased by 30%, Mars в??Fun Sizeв?T sales went up 17% (halting a long term decline) and Mars became the countryв?Ts 3rd most в??favourite brandв?T; an important measure of brand health.
We are proud to say that Mars have resigned Strauchanie for 2009, and he even starred in this year's national conference.
Creative Execution:
Anyone can recommend sponsoring a sports star, but imagine the risk of a media agency recommending a fictional, wannabee footballer who thinks heв?Ts a superstar.
We realised that only a fictional player could make chocolate an essential part of a football team; and achieve the amount of in-programme branding we needed.
For 16-weeks, Strauchanie appeared on the show with tales of his personal sponsorship by Mars в?" so "proving his greatness".
The segments featured his interaction with footballв?Ts top players and his guest appearance in the AFL Legends game (wearing Mars boots!) which made national TV & radio news.
We then took Strauchanie beyond the TV show. Strauchanie featured in TV ads and made guest appearances on other shows, he became the star of our consumer promotions, on displays in every supermarket in the country and even on the front of the new pack.
Insights, Strategy and the Idea:
Australiaв?Ts biggest selling chocolate bar had slipped to 5th place as в??favourite chocolate brandв?T.
Our challenge: increase Marsв?T rating amongst 16-44s; and thereby increase purchase intention.
We had no new news but did have a new insight. Loyal consumers chose Mars to transform their mood, to give them a mental boost. The insight behind this? People looking to transform their mood turn to brands they know will deliver; brands like Mars. We needed to take this в??change agentв?T positioning to a broader audience.
Our strategy: dominate mood changing media.
Key media property: Before The Game, a mass-appeal show that transforms viewers from lazy weekend slump to pre-game excitement.
Our controversial solution to embed Mars into this perfect media moment was to sponsor Strauchanie - the showв?Ts spoof professional footballer. An overweight underachiever who thinks he is a superstar в?" it was high risk but potentially higher reward.
FROM GIOVANNI TO DONGIOVANNI
Type of Entry:
Use of Mixed Media
Category:
Use of Mixed Media
Title:
FROM GIOVANNI TO DONGIOVANNI
Advertiser/Client:
NESTLГ%
Product/Service:
BACI PERUGINA CHOCOLATE
Entrant Company:
ARMANDO TESTA Turin, ITALY
Advertising Agency:
ARMANDO TESTA Turin, ITALY
Media Agency:
MAXUS Milan, ITALY
Creative Credits
Name
Company
Position
Maurizio Sala
Armando Testa
Creative Director
Marco Faccio
Testawebedv
Creative Director
Nicola Lampugnani
Armando Testa
Copywriter
Francesco Milanesio
Testawebedv
Copywriter
Francesco Guerrera
Armando Testa
Art Director
Alessandro Pierobon
Armando Testa
Client Director
Ilaria Dogliotti
Testawebedv
Account Supervisor
Ilaria Radice
Armando Testa
Account
Loredana Ambrogi
Armando Testa
Account Supervisor
Results and Effectiveness:
People soon became fond of the story. In 10 days it has been recorded:
50,000 mails.
151,841 visitors to the Baci Perugina site.
26,678 contacts on YouTube.
5,400,000 impressions on MSN.
Sales + 11% in an a-8 market.
Giovanniв?Ts story was spontaneously talked about on TG1, the most important national TV news.
Creative Execution:
The campaign was planned on different media: viral videos, the community engagement through YouTube, Facebook and the Perugina community, an interactive outdoor and a local event.
Insights, Strategy and the Idea:
Baci Perugina is one of the most important brands of chocolate in Italy, belonging to the NestlГЁ Group.
To capitalise on Baci Peruginaв?Ts awareness during the period around Valentineв?Ts Day, it was decided to make an integrated campaign able to get people talking using the only language that has always distinguished Baci Perugina: love.
The idea was an impossible love story born online between the shy Giovanni and his beautiful neighbour Gaia.
The plot: Gaia says to Giovanni that if 50,000 people would ask her to kiss him, she will do. So Giovanni makes a video, loads it on YouTube and opens a group on Facebook asking for help. Baci Perugina doesnв?Tt come into the scene from the beginning, but it figures as an в??independent supporterв?? of Giovanniв?Ts initiative. At the end 50,000 mails arrive and Gaia has to kiss Giovanni.
8 videos show the big moments of the story.
TO SHAVE OR NOT
Type of Entry:
Use of Mixed Media
Category:
Use of Mixed Media
Title:
TO SHAVE OR NOT
Advertiser/Client:
GILLETTE PROCTER & GAMBLE
Product/Service:
GILLETTE MACH 3
Entrant Company:
MEDIACOM MEDIA INDIA Mumbai, INDIA
Media Agency:
MEDIACOM MEDIA INDIA Mumbai, INDIA
Creative Credits
Name
Company
Position
Nihar Das
Mediacom
Anupama Biswas
Mediacom
Prasanna Kumar
Mediacom
Group Head
Pinaki Dutt
Mediacom
Director
Neelkamal Sharma
Mediacom
Alka Pillai
Mediacom
Senior Business Director
Mandir Tendolkar
Mediacom
Harsha Joshi
Mediacom
Sumeet Vohra
Procter And Gamble India
Marketing Director
Archana Aggarwal
Procter And Gamble India
Country Media Manager
Divya Gururaj
Mediacom
Managing Director
Senior Business Director
Results and Effectiveness:
A record sales increase of 38%.
Awareness doubled!
Trial increased by 400%!
Market share increased by 35%.
And 12.2 million Indians voted for a clean shave.
в??The program has been a very innovative, business building program that has had impact on brand equity and trial. An inspiring combination of educating and entertaining the consumer. This program has helped Gillette achieve leadership in the blades segmentв??.
- Sumeet Vohra, Marketing Director, P&G India
в??Well done. Great idea and excellent execution. Clearly a big driver of the record Mach3 shareв??.
-Shantanu Khoshla, Managing Director, P&G India
Creative Execution:
First, we piqued the nationв?Ts interest by commissioning the first ever Nielsen survey on the countryв?Ts attitudes to shaving. Research highlighted a series of controversial points. Were clean-shaven men more successful? Did the nation prefer clean-shaven celebrities? And the big one: did women prefer clean-shaven men?
The provocative results created immediate interest and hit primetime news. As expected, people were ready with their point of view! And the Great Indian Shaving Debate was on.
For 8 weeks, leading TV news and radio stations ran celebrity interviews, panel discussions and news stories.
Newspapers and menв?Ts magazines carried editorial features and reader polls.
In a PR event, Bollywood stars shaved off their famous stubbles in front of the media.
Live polling conducted in malls, gyms, cinemas and offices kept the debate raging, and offered men a chance to trial the product.
All media directed people to www.toshaveornot.com to cast their vote.
Insights, Strategy and the Idea:
The Indian manв?Ts traditional shaving device, the double-edged razor, could not be dislodged by newer and better shaving systems like the Gillette Mach3. The Gillette Mach3 is 10 times more expensive, and, despite being able to afford it, Indian men did not consider shaving to be a significant enough activity to justify such a premium.
As a result, after a decade of presence in India, Gillette Mach3в?Ts trials and sales were flat.
For men to rationalize the price premium and switch to the Mach3, the real challenge lay in combating menв?Ts inertia and indifference to shaving.
Our insight was that we needed to spark a national debate, recognizing Indian menв?Ts love for voicing their opinions on everything. We needed to get shaving out of the bathroom and into the living-room, chat-rooms and conversations.
We developed a platform for the campaign: в??India Votesв?¦ to shave or notв??.
AYGO CAR DANCE PARTY
Type of Entry:
Use of Mixed Media
Category:
Use of Mixed Media
Title:
AYGO CAR DANCE PARTY
Advertiser/Client:
TOYOTA
Product/Service:
TOYOTA AYGO
Entrant Company:
HAPPINESS BRUSSELS, BELGIUM
Advertising Agency:
HAPPINESS BRUSSELS, BELGIUM
Creative Credits
Name
Company
Position
Karen Corrigan/Gregory Titeca
Happiness Brussels
Creative Management
Gregory Titeca/Oudaha Mohamed
Happiness Brussels
Creative Director
Vanessa Boddewijn
Happiness Brussels
Account Manager
Pascal Kemajou
Happiness Brussels
Account Director
Tom Galle/Ramin Afshar
Happiness Brussels
Creation
Philip Vandenberghe
Happiness Brussels
Copywriter
Alexandre Simionescu
Happiness Brussels
Graphic Designer
Fuddytv Calgary
Production Company
Erik Eldman
Director
Results and Effectiveness:
The results were far above all expectations.
Car Dance Party became the summerhit in Belgium.
Every participant became an advertiser for the AYGO music.
The official Car Dance Party tune became a hit on parties and Belgian radio.
More than 2900 movies were posted in the first month only.
More than 723.000 unique views in total.
+ 19% of the sales objectives of the AYGO Music.
Creative Execution:
AYGO Car Dance Party Belgium: a huge online contest with user generated content.
The в??superstarsв?? Boris and Juri introduced the AYGO Car Dance Party choreography by TV, viral, emailing, online bannering, print, poster and radio.
People were encouraged to do better than Boris and Juri, to film it and to post their video on GarageTV, the Belgian Youtube.
That could be done at home, on a special Car Dance Party stand at the summer music festivals and on Belgian Aygo cardance tour all around the country.
Participants with the highest ratings got to the final, where a professional jury chose the best Car Dance Party during a live radio event.
Insights, Strategy and the Idea:
Launch the special series AYGO Music with iPOD and Bluetooth connection to a target group from 16 to 25 years old.
Toyota was mostly unknown or had a boring image with youngsters.
They wanted to refresh this image.
By using music and dance, we communicated the assets of the AYGO Music, and we automatically connected to a young target group, in a spontaneous and fun way.
TRILLION DOLLAR CAMPAIGN
Type of Entry:
Use of Mixed Media
Category:
Use of Mixed Media
Title:
TRILLION DOLLAR CAMPAIGN
Advertiser/Client:
THE ZIMBABWEAN
Product/Service:
THEZIMBABWEAN NEWSPAPER, THEZIMBABWEAN.CO.UK
Entrant Company:
TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA
Advertising Agency:
TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA
Creative Credits
Name
Company
Position
Damon Stapleton
TBWA
Executive Creative Director
Nicholas Hulley
TBWA
Creative Director
Raphael Basckin
TBWA
Copywriter
Shelley Smoller
TBWA
Art Director
Bruce Williamson
TBWA
Media Arts Director
Nadja Lossgott
TBWA
Art Director
Results and Effectiveness:
Overnight, trillions of dollars of Zimbabwean banknotes achieved what theyв?Td never been able to buy в?" real and meaningful advertising coverage.
Within hours, we were in the national press.
And a couple of days later, the campaign was on national television and radio.
And then the internet discovered it and it spread across the world. Soon we were on the New York Times site, Yahoo news, the Huffington Post and hundreds and hundreds of websites and blogs.
As the campaign continues, sales of The Zimbabwean continue to soar.
In the week of the roll-out alone, the website logged over 2 million hits.
More copies of The Zimbawean than ever are crossing the border into Zimbabwe.
We used Mugabeв?Ts own creation against him.
Creative Execution:
We developed a unique solution. One of the most eloquent symbols of Zimbabweв?Ts collapse is the Z$ trillion dollar note, a symptom of their world record inflation.
This money cannot buy anything, not a loaf of bread and certainly not any advertising.
But it can become the advertising. So, we turned the money into its own medium.
We took this useless currency and printed our messages all over it.
In rush-hour traffic, malls, campuses, flyers were given out note by note. We sent bundles of cash to captains of industry, politicians and radio personalities. Wherever the Zimbabwean was sold, we put up posters made of real money. At every public place we could, we had a poster-with notes that people could detach to keep the email address, and show their friends. We made trillion dollar wallpaper murals and even made the worldв?Ts first billboards out of real money.
Insights, Strategy and the Idea:
Turning Money into a Medium
Our client, The Zimbabwean newspaper, has been driven into exile for reporting on how the Mugabe regime has rigged elections, crushed the opposition, caused poverty, disease and the total collapse of the economy. And now, having been exiled, the regime has slapped a 55% luxury import duty on the paper (as if freedom of speech is a luxury) that makes it unaffordable for the average Zimbabwean.
To get the paper into Zimbabwean hands, it needs to be subsidised, and our client can only do that by raising awareness and driving sales outside Zimbabwe.
AYGO CAR DANCE PARTY
Type of Entry:
Product & Service
Category:
Cars & Automotive Services
Title:
AYGO CAR DANCE PARTY
Advertiser/Client:
TOYOTA
Product/Service:
TOYOTA AYGO
Entrant Company:
HAPPINESS BRUSSELS, BELGIUM
Advertising Agency:
HAPPINESS BRUSSELS, BELGIUM
Creative Credits
Name
Company
Position
Karen Corrigan/Gregory Titeca
Happiness Brussels
Creative Management
Gregory Titeca/Oudaha Mohamed
Happiness Brussels
Creative Director
Vanessa Boddewijn
Happiness Brussels
Account Manager
Pascal Kemajou
Happiness Brussels
Account Director
Tom Galle/Ramin Afshar
Happiness Brussels
Creation
Philip Vandenberghe
Happiness Brussels
Copywriter
Alexandre Simionescu
Happiness Brussels
Graphic Designer
Fuddytv Calgary
Production Company
Erik Eldman
Director
Results and Effectiveness:
The results were far above all expectations.
Car Dance Party became the summerhit in Belgium.
Every participant became an advertiser for the AYGO music.
The official Car Dance Party tune became a hit on parties and Belgian radio.
More than 2900 movies were posted in the first month only.
More than 723.000 unique views in total.
+ 19% of the sales objectives of the AYGO Music.
Creative Execution:
AYGO Car Dance Party Belgium: a huge online contest with user generated content.
The в??superstarsв?? Boris and Juri introduced the AYGO Car Dance Party choreography by TV, viral, emailing, online bannering, print, poster and radio.
People were encouraged to do better than Boris and Juri, to film it and to post their video on GarageTV, the Belgian Youtube.
That could be done at home, on a special Car Dance Party stand at the summer music festivals and on Belgian Aygo cardance tour all around the country.
Participants with the highest ratings got to the final, where a professional jury chose the best Car Dance Party during a live radio event.
Insights, Strategy and the Idea:
Launch the special series AYGO Music with iPOD and Bluetooth connection to a target group from 16 to 25 years old.
Toyota was mostly unknown or had a boring image with youngsters.
They wanted to refresh this image.
By using music and dance, we communicated the assets of the AYGO Music, and we automatically connected to a young target group, in a spontaneous and fun way.
THE BEST JOB IN THE WORLD
Type of Entry:
Product & Service
Category:
Travel, Entertainment & Leisure
Title:
THE BEST JOB IN THE WORLD
Advertiser/Client:
TOURISM QUEENSLAND
Product/Service:
GREAT BARRIER REEF
Entrant Company:
CUMMINSNITRO Brisbane, AUSTRALIA
Advertising Agency:
CUMMINSNITRO Brisbane, AUSTRALIA
Media Agency:
MITCHELL & PARTNERS Fortitude Valley, AUSTRALIA
Creative Credits
Name
Company
Position
Merrin Mccormick
Cumminsnitro
Copywriter
Ralph Barnett
Cumminsnitro
Art Director
Cristian Staal
Cumminsnitro
Art Director
Darren Mccoll
Cumminsnitro
National Strategy/Planning Director
Anne-Maree Wilson
Cumminsnitro
Account Director
Edwina Gilmour
Cumminsnitro
Account Director
Nancy Hartley
Cumminsnitro
Creative Director
James Burchill
Cumminsnitro
Creative Director
Jason Kibsgaard
Cumminsnitro
Senior Digital Producer
Adam Ford
Cumminsnitro
Account Director
Matt Farrugia
Cumminsnitro
Senior Digital Producer
Horia Traian
Cumminsnitro
Head Of Technology
Glen Peterson
Cumminsnitro
Senior Developers
Anton Ward
Cumminsnitro
Senior Developers
t
SUSTAINABILITY
Type of Entry:
Product & Service
Category:
Retail And E-Commerce, including Restaurants
Title:
SUSTAINABILITY
Advertiser/Client:
WALMART
Product/Service:
RETAIL STORE
Entrant Company:
MEDIAVEST USA New York, USA
Media Agency:
MEDIAVEST USA New York, USA
Creative Credits
Name
Company
Position
Megan Riley
Mediavest
VP/Connections Director
Eleni Bardis
Mediavest
Connections Associate Director
Erin Monaco
Mediavest
Connections Manager
Susan Cho
Mediavest
Digital Associate Director
Erica Barrett
Mediavest
Print Director
Samantha Birns
Mediavest
Activation Manager
Jeff Stallings
Walmart
Senior Media Manager
Rex Conklin
Walmart
Senior Media Director
Greg Chandler
Walmart
Director/Reputation Marketing
David Guenthner
Walmart
Senior Director/Insights/Customer Strategy
Caroline Denton
The Martin Agency
Senior Account Executive
Results and Effectiveness:
We doubled our sales goal of compact florescent light bulbs, and the energy saved was the equivalent of taking 3 power plants off the electrical grid. Media support drove a +16% lift in Wal-Martв?Ts association as в??the place to buy sustainable products.в??
Our social network widgets drove 12 million page-views and over 400,000 users. Moms planted 470,000 virtual trees, so Walmart planted 40,000 real trees. Our rate of participation and viral pass-along was 50% above industry benchmarks.
Print achieved an average recall of 78% (vs. 58% norm) and our ad ranked in top 5-10% of ads recalled across all publications.
Creative Execution:
Online, we created 2 custom widgets on mom-targeted social networks. The в??Make the Pledgeв?? widget publicly committed moms to change and quantified the impact of all the moms pledging together. The в??Plant a Treeв?? widget planted a virtual tree on momsв?T profiles and we planted a real tree for every 10 virtual trees. We produced original content - tips, polls, articles - that linked back to Wal-Mart brands. We recruited 25 moms to blog about the changes they made, what they learned, and how their families reacted.
Our creative demonstrated that the impact of all 200MM Walmart shoppers changing together, would be the equivalent of taking 111MM cars off the road, or eliminating 130MM pounds of chemical waste.
On TV, we partnered with NBC Universal to extend the campaign with celebrity PSAs.
In print, we created a recyclable custom 16-page insert showcasing green brands.
Insights, Strategy and the Idea:
Walmartв?Ts agency partners were tasked to elevate its green image and help drive sales of sustainable products, including 100MM compact florescent light bulbs в?" the equivalent of one bulb for every two of Wal-Martв?Ts 200MM shoppers.
The Wal-Mart Mom wants to make a difference in the environment to protect her familyв?Ts future, but she views green options as too expensive for too small an impact. We needed to demonstrate that choosing greener options can be easy, accessible and affordable в?" not a radical change in lifestyle.
Saving the world is too overwhelming to do alone. Our strategy was to quantify the environmental impact of 200MM Wal-Mart shoppers working together to make small, everyday changes. We aimed to put every change she made into context while showcasing quality sustainable brands to increase в??greenв?? credibility for Wal-Mart.
TRILLION DOLLAR CAMPAIGN
Type of Entry:
Product & Service
Category:
Publications & Media
Title:
TRILLION DOLLAR CAMPAIGN
Advertiser/Client:
THE ZIMBABWEAN
Product/Service:
THE ZIMBABWEAN NEWSPAPER
Entrant Company:
TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA
Advertising Agency:
TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA
Creative Credits
Name
Company
Position
Damon Stapleton
TBWA
Executive Creative Director
Nicholas Hulley
TBWA
Creative Director
Raphael Basckin
TBWA
Copywriter
Shelley Smoller
TBWA
Art Director
Bruce Williamson
TBWA
Media Arts Director
Nadja Lossgott
TBWA
Art Director
Results and Effectiveness:
Overnight, trillions of dollars of Zimbabwean banknotes achieved what theyв?Td never been able to buy в?" real and meaningful advertising coverage.
Within hours, we were in the national press.
And a couple of days later, the campaign was on national television and radio.
And then the internet discovered it and it spread across the world. Soon we were on the New York Times site, Yahoo news, the Huffington Post and hundreds and hundreds of websites and blogs.
As the campaign continues, sales of The Zimbabwean continue to soar.
In the week of the roll-out alone, the website logged over 2 million hits.
More copies of The Zimbawean than ever are crossing the border into Zimbabwe.
We used Mugabeв?Ts own creation against him.
Creative Execution:
We developed a unique solution. One of the most eloquent symbols of Zimbabweв?Ts collapse is the Z$ trillion dollar note, a symptom of their world record inflation.
This money cannot buy anything, not a loaf of bread and certainly not any advertising.
But it can become the advertising. So, we turned the money into its own medium.
We took this useless currency and printed our messages all over it.
In rush-hour traffic, malls, campuses, flyers were given out note by note. We sent bundles of cash to captains of industry, politicians and radio personalities. Wherever the Zimbabwean was sold, we put up posters made of real money. At every public place we could, we had a poster-with notes that people could detach to keep the email address, and show their friends. We made trillion dollar wallpaper murals and even made the worldв?Ts first billboards out of real money.
Insights, Strategy and the Idea:
Turning Money into a Medium
Our client, The Zimbabwean newspaper, has been driven into exile for reporting on how the Mugabe regime has rigged elections, crushed the opposition, caused poverty, disease and the total collapse of the economy. And now, having been exiled, the regime has slapped a 55% luxury import duty on the paper (as if freedom of speech is a luxury) that makes it unaffordable for the average Zimbabwean.
To get the paper into Zimbabwean hands, it needs to be subsidised, and our client can only do that by raising awareness and driving sales outside Zimbabwe.
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