06 декабря 2016 г.

Победители Direct communication

Golden Drum Grand Prix

Books Fresheners

Year/ID: 2011 / E62016G11
Group: E Direct communication
Subgroup: E62 Multidimensional direct mail and small printed materials
Product and services category: Chain of bookstores
Registrant: VOSKHOD
Country: RUSSIA
Brand name: 100 000 Books
Advertising agency, city: Voskhod, Yekaterinburg
Art director: Vladislav Derevyannykh
Copywriter: Evgeny Primachenko, Aleksandr Parkhomenko, Alexey Nikiforov
Creative director: Andrey Gubaydullin
Designer: Dmitry Maslakov
Creative idea explanation: Till 1990's Russia was the most reading country in the world. Now people read less. Chain of bookstores "100 000 books" decided to remind people about the necessity of reading. One of the places where all people still read is toilet. When there's no book there, people read anything that is at hand and mostly air fresheners. We created fresheners with fragments of world best-sellers printed on them. Books-fresheners appeared in WC in malls, business centers, offices, restaurants and household stores. Books-fresheners gained popularity. Next month after promotion the attendance of "100 000 books" grew by 23 %. Now they are going to sell the fresheners in the chain's outlets.



Golden Drum

What a person can miss, a machine will find. POS.

Year/ID: 2011 / E63001G11
Group: E Direct communication
Subgroup: E63 Point of sale communication
Product and services category: Amazonki - Stowarzyszenie Warszawa Centrum
Registrant: EURO RSCG WARSAW
Country: POLAND
Brand name: Amazonki - Stowarzyszenie Warszawa Centrum
Advertiser: Amazonki - Stowarzyszenie Warszawa Centrum
Advertising agency, city: Euro RSCG Warsaw
Art director: Rafał Ryś
Copywriter: Magdalena Banasik
Creative director: Jacek Szulecki
Project manager: Agnieszka Wichracka
Creative idea explanation: Most women know that self-examination can help diagnose breast cancer early. But many women don't know that a mammogram scan is the only way to be certain there are no dangerous lumps.To draw attention to this issue we came up with an original medium: a Store Security Tag Printed with the headline: "What a person can miss a machine will find".The tags were added to the bras by the shop assistant after a customer had bought them. The gate beeped what caught everyone's attention, but more importantly, it symbolized the reliability of a "machine" in detecting lumps.



Silver Drum

The Wood Edition

Year/ID: 2011 / E64004G11
Group: E Direct communication
Subgroup: E64 Packaging design – custom made
Product and services category: Wine farmer
Registrant: OGILVY & MATHER GMBH
Country: AUSTRIA
Brand name: The Wood Edition
Advertising agency, city: Ogilvy and Mather, Vienna
Art director: Renate Stoica, Heinz Ploder, Natalia Satzinger
Copywriter: Sarah Krobath
Creative director: Gerd Schulte-Doeinghaus
Creative idea explanation: Describe the brief from the client:The Brandl Winery creates limited edition series of oak-aged wines. The series, created from 3 different wines of varying vintages - Blaufränkisch, Zweigelt and Stone Red - were to be given a unified design.Describe the challenges and key objectives: How to show at a glance that the wine has been matured in wooden casks? Describe how you arrived at the final design: The labels were created from veneers, which were cut from the original wooden wine casks. The typeface was engraved directly into the wood. Give some indication of how successful the outcome was in the market (how well the design was received; results; consumer engagement etc.: The bottles were highly desirable - and not only due to their content. Despite its relatively high price, the limited edition sold out within 5 months.



07.10.2011


19-й международный фестиваль рекламы Golden Drum пройдет в Портороже в Словении, с 2 по 5 октября. За годы своего существования Golden Drum вышел на позиции одного из самых ожидаемых мероприятий для рекламистов со всего мира. Для многих фестиваль является самым важным и заметным обзором рекламного мира за год, превосходя в этом даже фестиваль Cannes Lions.
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