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.
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.
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.
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.
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.
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.
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.
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".
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.