03 декабря 2016 г.

Победители New or innovative

Golden Drum Grand Prix


What a person can miss, a machine wil find.

What a person can miss, a machine wil find.

Year/ID: 2011 / H016G11
Group: H New or innovative
Subgroup: H New or innovative
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.



Golden Drum


The greenest leaflet campaign in the world

The greenest leaflet campaign in the world

Year/ID: 2011 / H002G11
Group: H New or innovative
Subgroup: H New or innovative
Product and services category: Public interest and awareness
Registrant: AKCIÓ 360 REKLÁMÜGYNÖKSÉG KFT.
Country: HUNGARY
Brand name: WWF
Advertiser: WWF Hungary
Advertising agency, city: Akció 360, Budapest
Art director: Attila Nyéki
Copywriter: Attila Nyéki
Creative director: Attila Nyéki
Project manager: Akos Misinszki, Bernadett Samodai
Director: Tamás Gács
Production company: Umbrella
Other credits: Alexa Antal, WWF

Creative idea explanation: We reached more than 280.000 people with only one leaflet and no media spending. We printed the leaflet, asked two volunteers, disguised as pandas, to stand at the ends of the escalator in a shopping mall. Volunteer no. 1. gave the leaflet to a consumer, volunteer no. 2. took it back after reading and gave it to someone heading for the opposite direction. And so on, the leaflet went round and round instead of landing in the trash. We shot a short video of the activity and sent it to journalists and bloggers. The message reached 285.142 people in two weeks without any money spent on the campaign.




iPad

iPad

Year/ID: 2011 / G71003G11
Group: G Digital
Subgroup: G71 Mobile sites & apps
URL: http://entries.at/Einreichungen/vgt/index.html
Product and services category: Association Combating Animal Factories
Registrant: DEMNER, MERLICEK & BERGMANN WERBEGESELLSCHAFT MBH
Country: AUSTRIA
Brand name: VGT (Association Combating Animal Factories)
Advertiser: VGT (Association Combating Animal Factories)
Advertising agency, city: Demner, Merlicek & Bergmann Werbegesellschaft mbH, Vienna
Art director: Roman Steiner
Copywriter: Arno Reisenbuechler
Creative director: Franz Merlicek
Production company: codewort publishing gmbh
Other credits: Graphic: Stefan Oehner, Art Buying: Ilona Urikow, Digital Producer: Andreas Wochenalt, Account Management: Markus Dammelhart

Creative idea explanation: There's blood sticking to every genuine fur - a fact which this interactive iPad ad communicates in an exceptionally dramatic manner.



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.



Silver Drum


Show URLove

Show URLove

Year/ID: 2011 / H035G11
Group: H New or innovative
Subgroup: H New or innovative
URL: http://www.mdigital.co.il/FirstLoveEN/
Product and services category: Cellular Company
Registrant: MCCANN ERICKSON ISRAEL
Country: ISRAEL
Brand name: Cellcom
Advertiser: Cellcom
Advertising agency, city: McCann Erickson, Tel Aviv
Art director: Nir Hersztadt
Copywriter: Tal Schweiger, Daniel Barak
Project manager: Idan Samberg, Benyamin Atiya
Programmer: Jonathan Bachman
Other credits: Eldad Weinberger - VP Creative, Nir Refua - VP Creative Digital, Shira Porat - account suprvisor , Shira Cohen - account manager

Creative idea explanation: Israel has the highest amount of banner ads per person in the world. That's why when Cellcom asked us to promote "First Love", its branded content website with 150 teenagers' love stories, we needed to come up with a new way of making it noticeable to people online. To do that, we turned the URL address bar into our media, using it to present short love letters which in turn led viewers to the "First Love" website simply by pressing enter.




Good ideas glow in the dark

Good ideas glow in the dark

Year/ID: 2011 / H025G11
Group: H New or innovative
Subgroup: H New or innovative
Product and services category: Corporate
Registrant: BRUKETA & ŽINIĆ O.M.
Country: CROATIA
Brand name: Adris group
Advertiser: Adris group
Advertising agency, city: Brigada and Bruketa&Žinić OM, Zagreb
Art director: Davor Bruketa, Nikola Žinić
Copywriter: Ivan Čadež
Creative director: Davor Bruketa, Nikola Žinić
Project manager: Ivana Drvar
Other credits: Damjan Geber (Brigada, Architect), Vesna Đurašin (Production Manager), Radovan Radičević (DTP)

Creative idea explanation: Inspired by the successful project Good ideas glow in the dark, the annual report of Adris Group that has won many awards, we planned and set up the pavilion of Adris at the Weekend Media Festival, the largest regional festival of media industry. We created a room in which, upon entering, the lights fade out and the only things that glow are the annual reports of Adris on shelves and tables.




The Smallest Campaign

The Smallest Campaign

Year/ID: 2011 / C39044G11
Group: C Outdoor
Subgroup: C39 Leisure, entertainment, culture & education
Product and services category: Fair
Registrant: OGILVY & MATHER GMBH
Country: AUSTRIA
Brand name: Vienna Model Makers Fair
Advertiser: Reed Messe Wien
Advertising agency, city: Ogilvy and Mather, Vienna
Art director: Renée Reust, Heinz Ploder
Copywriter: Doris Partl. Michael Rittmannsberger
Creative director: Gerd Schulte-Doeinghaus
Creative idea explanation: Objective: To promote the date and simultaneously generate interest in the upcoming Vienna Model-Makers Fair in the week before the event. There was no budget for a large advertising campaign. Concept / Implementation: In order to inspire as many people as possible to visit the Model-Makers Fair at short notice, miniature posters and Citylights in the scale of 1:20 were placed in the streets of Vienna in the week before the event. The tiny scale of the advertising space did not impair its effect in any way - rather the opposite. Relevance: The attention to detail and precision of the carefully produced 1:20 scale poster and Citylight frames left as lasting an impression as the models and exhibits themselves, whilst simultaneously revealing a foretaste of the upcoming Fair. Results: Although no classical advertising was used for the 2010 Model-Makers Fair, the organisers recorded a 5% increase in visitor numbers on the previous year.




Light

Light

Year/ID: 2011 / A09007G11
Group: A Film
Subgroup: A09 Retail & public services
Product and services category: Furniture Store
Registrant: DEMNER, MERLICEK & BERGMANN WERBEGESELLSCHAFT MBH
Country: AUSTRIA
Brand name: Moemax Furniture Store
Advertiser: XXXLutz/ Moemax Furniture Store
Advertising agency, city: Demner, Merlicek & Bergmann Werbegesellschaft mbH, Vienna
Art director: Rene Pichler (AD), Lukas Hueter, Benjamin Fillitz (Graphic)
Copywriter: Alistair Thompson
Creative director: Alistair Thompson, Rene Pichler
Director of Photography: Sebastian Pfaffenbichler
Music: Soundstudio: Tic Music, Music: Kathriner Sound (Christian W. Mayr, Thomas Kathriner)
Director: Christopher Schier
Production company: Filmhaus Wien, Producer: Dr. Wolfgang Ramml, Christian Florin
Other credits: Andrea Kliment (Account Supervisor), Albin Lenzer, Siegfried Kaufmann (Account Management), Gerd Berner (Edit), Juergen Madl (TV-Producer)

Creative idea explanation: This commercial for the Moemax furniture stores delivery and assembly service made the audience part of the action. On the screen you see a man who has just finished installing his new kitchen. He presses the light switch on the extractor hood. The light in the kitchen stays dark. Instead, it's the lights in the cinema which are turned on! He tries again - with the same result. Our tagline appears in summary: "You shouldn't do everything by yourself".



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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