07 декабря 2016 г.

Шорт-лист Digital

What Is There in the Darkroom?

Year/ID: 2012 / A16019G12
Group: G Digital
Subgroup: G74 Interactive tools and other digital solutions
URL: http://vimeo.com/40398430
Product and services: FIAP - the International Federation of Photographic ArtRegistrant: MFIVE CREATIVE GROUPCountry: RUSSIABrand name: FIAP - the International Federation of Photographic ArtAdvertiser: FIAP RussiaAdvertising agency, city: Mfive Creative Group, MoscowArt director: Maksim BuchenkovCopywriter: Marina MajorovaCreative director: Marina MajorovaAccount Director /Manager: Marina MajorovaFilm Production: MfiveDirector: Maksim BuchenkovProgrammer: Sergey Brovkin
Other credits:


Creative idea explanation: FIAP (the International Federation of Photographic Art) with the help of the interactive movie involves a spectator-photographer in intriguing process! Taking shots by camera and using automatic settings a person sees the noise but using manual settings he sees the story in art-shots.The original movie http://youtu.be/FcnUFIxsZWoThe presentation http://vimeo.com/40398430

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The World's Deepest Website

The World's Deepest Website

Year/ID: 2012 / G70002G12
Group: G Digital
Subgroup: G70 Websites & micro sites
URL: http://thedeepestsite.com/
Product and services: BorjomiRegistrant: OGILVY & MATHER UKRAINECountry: UKRAINEBrand name: BorjomiAdvertiser: IDSAdvertising agency, city: Ogilvy&Mather Ukraine, KievArt director: Taras Dzendrovskii, Dima LebedevCopywriter: Evgeniya DzyubenkoCreative director: Will Rust, Alexandra DoroguntsovaAccount Director /Manager: Zoriana Kachurak, Victor Ishkov, Martin Alles, Nina Vasilchenko
Other credits: Producer: Irina Pigal, Victor Firsanov (FIX Digital), Production House: FIX digital, Positive Pictures(Textures), Umbrella (Case Film)

Creative idea explanation: At present, almost everyone knows that Borjomi mineral water cleanses the body due to its unique composition, which was acquired in the depths of the Georgian mountains. But very few are aware of what its uniqueness mean. So the new Borjomi advertising campaign is devoted to revealing this secret.





Car vs Piano

Car vs Piano

Year/ID: 2012 / G70003G12
Group: G Digital
Subgroup: G70 Websites & micro sites
URL: http://carvspiano.ru/awards/cyber/A06/
Product and services: Car InsuranceRegistrant: BBDO RUSSIA GROUPCountry: RUSSIABrand name: IntouchAdvertising agency, city: BBDO Russia Group, MoscowArt director: Luis Tauffer, Andres Vergara, Lucas Zaiden, Cloves MenezesCopywriter: Polina ZabrodskayaCreative director: Luis Tauffer, Andres VergaraAccount Director /Manager: Ekaterina SmyginaFilm Production: Park ProductionDigital Production: INDEE InteractiveMusic: Goudron Music Factory / CM Records
Other credits: Digital Creative: Ilya Andreyev / Digital Director: Ekaterina Smygina / Project Manager: Igor Kholopov / Digital Manager: Alena Aleksandrova / Producer: Valery Gorohov / Photographer: Artiom Gelvez Kostenko

Creative idea explanation: Context: Russian drivers are real optimists. They believe car accidents can be avoided by just by driving safely. But in reality accidents are unpredictable. Intouch car insurance company wanted them to re-think this false impression using a real experiment aimed at engaging them to consider buying a ”no fault” car insurance. Idea: To prove how unpredictable accidents are, a 350 KG grand piano was suspended from nine ropes above a car in a Moscow garage for seven days. Twice a day an unforseen daily event could result into one rope being cut. For example: if the temperature in Moscow rose to +21C one rope could be cut. If FC Barcelona advanced to the Champions League Final that same week, another rope would be cut. A growing number of intrigued visitors, eagerly waited for the next rope to be cut-or not through a live broadcast 24/7 on carvspiano.ru. To intensify their involvement we also added a live twitter-feed, projecting all their messages instantly on the wall behind the car. We also added a counter, reminding everyone the time left for the next rope to be cut, making sure they wouldn’t miss the dramatic moment. On the 6th day the piano fell down on the car and proving that even if we couldn’t save the world from falling pianos we did make more drivers consider buying our intouch ”no fault” car insurance.Results: 1) #carvspiano was the second most trended topic in Russian Twitter, 2) 39% of participating visitors returned to the website more than once during the week, 3) 50% of traffic was generated by word of mouth, 4) The audience exceeded client’s media plan by more than 200%, 5) More than $200.000 in earned media.

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Free a Tree

Free a Tree

Year/ID: 2012 / G70005G12
Group: G Digital
Subgroup: G70 Websites & micro sites
Product and services: Google Goggles Technology & Bookstore ServicesRegistrant: LEO BURNETT RUSSIACountry: RUSSIABrand name: GoogleAdvertiser: GoogleAdvertising agency, city: Leo Burnett MoscowArt director: Grigory Sorokin, Mikhail DerkachCopywriter: Erkin BekmirzaevCreative director: Grigory SorokinDesigner: Andrey SergeevAccount Director /Manager: Marina Andzhich
Creative idea explanation: Free-a-tree is an Android application developed with the support of Google and WWF. Every time you find an interesting paper book and intend to buy it, recognize the book with the app. Free-a-tree will search for its electronic version in popular online bookstores. The app will also count the number of book pages, determine density and the format of the paper, and then show how much wood it took to produce the book. After the purchase happens, the saved percentage is added to one of the app’s trees you “grow”. You can see your score in the global ranking and share the results with your friends. All the eco-network's achievements are available on a special website. Along with the purchase, a certain percentage of the proceeds is donated to WWF by partner bookstores.





Change your view in the kitchen

Change your view in the kitchen

Year/ID: 2012 / G70008G12
Group: G Digital
Subgroup: G70 Websites & micro sites
URL: http://instinct.ru/pr/ikea/kitchen/
Product and services: KitchenRegistrant: INSTINCTCountry: RUSSIABrand name: IKEAAdvertiser: IKEA-HOMEAdvertising agency, city: Instinct, MoscowArt director: Roman FirainerCopywriter: Yaroslav OrlovCreative director: Roman Firainer, Yaroslav Orlov, Nikolay Fabrika (Digital Creative Director)Designer: Maksim DemkinAccount Director /Manager: Marina VershininaDigital Production: B-ReelProgrammer: Actionfilm
Other credits:


Creative idea explanation: We created an interactive story online where visitors could travel through the kitchens by transmigrating from one character to another and see functional features from different perspectives: with the eyes of a grandma, a three-year-old, a cat and even a fly.

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Drugs Set Your Timeline

Drugs Set Your Timeline

Year/ID: 2012 / G71002G12
Group: G Digital
Subgroup: G71 Social network & community
URL: http://www.mdigital.co.il/awards/http://www.facebook.com/Onlinemedia
Product and services: Anti-Drug CampaignRegistrant: MCCANN ERICKSON ISRAELCountry: ISRAELBrand name: Israel Anti-Drug AuthorityAdvertiser: Israel Anti-Drug AuthorityAdvertising agency, city: Mccann Digital, Tel-avivArt director: Nir HersztadtCopywriter: Daniel BarakCreative director: Nir RefuahPhotographer: Guli CohenDirector of Photography: Inbal FananAccount Director /Manager: Shibolet Alkobi
Creative idea explanation: The Problem: The Israel Anti-Drug Authority is facing a serious crisis. 1 in every 20 young adults succumbs to drug abuse and is considered an addict. Our challenge was to prevent the use of hard drugs among individuals in our target audience between the ages of 18 and 24. The Solution: We were contemplating how to reach this young audience in its own territory, when the opportunity presented itself– Facebook introduced Timeline, a new way of telling your life story in chronological order, a true autobiography. We introduced Adam Barak to the world. We opened a new Timeline and divided it into 2 sections. Using the split-screen layout, Adam shows a year in his life with and without drugs, demonstrating to our audience what their timelines are liable to look like if they abuse drugs. The Results: Major TV stations, Newspapers and blogs worldwide covered Adam Barak's Timeline. We tracked hundreds of thousands of Tweets, Shares and Likes on facebook and tweeter. But more importantly, we started an international conversation on the effects of drug abuse.

Multiple entry explanation: "Drugs set your timeline" is a digital social campaign that demonstrate the damages of drug use over a long period of time.





Look for a Font. Find a Job.

Look for a Font. Find a Job.

Year/ID: 2012 / G71023G12
Group: G Digital
Subgroup: G72 Banners and off site advertising
URL: http://entries.at/Einreichungen/dmb/look_for_a_font/index.html
Product and services: D,M & B Job AdvertismentRegistrant: DEMNER, MERLICEK & BERGMANN WERBEGESELLSCHAFT MBHCountry: AUSTRIABrand name: D,M & B Job AdvertismentAdvertiser: Demner, Merlicek & BergmannAdvertising agency, city: Demner, Merlicek & Bergmann, ViennaArt director: -Copywriter: Alistair Thompson, Patrick HeinCreative director: Alistair Thompson, Rene PichlerAccount Director /Manager: Lisa Benischek (Account Management)
Other credits: Lukas Hueter (Graphic), Lilly Reich (Graphic), Cornelia Huber (Production)

Creative idea explanation: The problem: DMB needed a new graphic designer. But as experience showed, neither do creatives react to classic job advertisements, nor do they check the agency’s homepages for job offers; The solution: As part of their daily duty, graphic designers spend a lot of time browsing online font platforms. And that’s where we got them. In cooperation with Austria’s leading font platform, fontshop.com, we replaced the common sample text, which displays the fonts, by our job offering: dmb.at is looking for graphic designers; The result: We received 48 applications. And that’s how Christine found a font and a font.

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Romanians are smart

Romanians are smart

Year/ID: 2012 / G71027G12
Group: G Digital
Subgroup: G71 Social network & community
URL: www.romaniansaresmart.com
Product and services: Chocolate barRegistrant: BV MCCANN ERICKSON ROMANIA SRLCountry: ROMANIABrand name: ROMAdvertising agency, city: Mccann Erickson, BucharestArt director: Arpad Rezi, Laurentiu StereCopywriter: Sebastian Olar, Alexandru VicolCreative director: Adrian Botan, Catalin Dobre, Dinu PanescuAccount Director /Manager: Raluca Voinea, Alina Cuzmin
Creative idea explanation: We started with the online seeding of the insulting screenshots. Overnight, traditional media outlets exploded, turning this into the hot topic of the day. Three days later we came with the solution: we redirected ROM’s webpage to a landing page, www.romaniansaresmart.com, where people could generate positive searches in Google pages around the world. With a fraction of a traditional media campaign's budget, we decided to put all our money in Google Adwords and Search Engine Optimization. RomaniansAreSmart.com managed to grow organically raising in just 3 days to no1 result in searches for “Romanians are”. From now on, our strategy was to push the campaign on the offline media agenda using online influencers and rallying top personalities for our campaign. We partnered with the top 10 Romanian bloggers, and launched online a series of testimonials featuring key opinion leaders. The campaign peaked when Romanian CNN, Realitatea TV, joined the campaign in a one-day live broadcast TV marathon, for the National Day, where public figures and regular folk offered support.

Multiple entry explanation: Since its 1964 launch, ROM chocolate has been a symbol of Romanian pride. With the 2010 American Rom campaign, the brand strengthened this position. However, after one year off air, ROM’s market share and brand indicators were going down. The brand needed a turnaround, all within a very small budget. The brief was to create a campaign to rekindle people’s national pride for December 1st -Romania’s National Day - a date that meant little but another day off to our 25-35 year core target, that however held ROM chocolate dear. Our solution was rooted in a stunning discovery... if one googled: ‘Romanians are’ in various languages the suggested search predictions were all derogatory. In addition French and Italian media had just launched backlash campaigns against Romanian immigrants. Changing Romanians’ image on Google was the perfect means for ROM to reach its communication objectives and re-awaken national pride.





Babies Go Pro

Babies Go Pro

Year/ID: 2012 / G71028G12
Group: G Digital
Subgroup: G71 Social network & community
URL: http://www.mdigital.co.il/huggies/Zoahir-Baalol/
Product and services: DiapersRegistrant: MCCANN ERICKSON ISRAELCountry: ISRAELBrand name: HuggiesAdvertiser: HuggiesAdvertising agency, city: Mccann Erickson, Tel AvivArt director: Nir HersztadtCopywriter: Tal SchweigerCreative director: Nir Refuah, Ami AlushAccount Director /Manager: Ron Marcovici
Other credits:


Creative idea explanation: Huggies Israel, with the aid of sports commentator Zoheir Bahalool helps parents see their kids as superstar athletes. When baby videos were uploaded onto the Huggies website, Bahalool himself provided a running commentary on each burp, roll and tumble -- and then sent the video back to the parents, who at this point will probably be bursting with pride at what their little angel can do.

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OzU University 'The Game Of Your Life'

OzU University 'The Game Of Your Life'

Year/ID: 2012 / G71032G12
Group: G Digital
Subgroup: G71 Social network & community
URL: https://www.facebook.com/ozyeginuniversitesi/app_149795255155129
Product and services: OzU UniversityRegistrant: 41? 29!Country: TURKEYBrand name: OzU UniversityAdvertising agency, city: 41? 29!, IstanbulArt director: Ufuk CetincanCopywriter: Ilyas Eralp, Alperen Altinoz, Ahmet TerziogluCreative director: Alemsah Ozturk, Seren KorogluDesigner: Emir Anarat, ActionScript Developer: Kagan Cam, .Net Developer: Emre BagciPhotographer: Interface Developer: Emre CakmakciIllustrator: Flash Animator: Enis KilicAccount Director /Manager: Mine PehlivanliFilm Production: Video Production: Kaporta Film Producer: Esra Sert Director of Photography: Gurhan DemirelEvent Production: Social Media Managers: Ali Guracar, Ozge DemirbasDigital Production: Gencer Soytemiz, Hidayet Bayraktar, Eren DursunMusic: Zeynep BozokDirector: Post Production: Asya Leman Saniturk, Dogus AslanProgrammer: Teaser Movie Production: Atlantik Film Producer: Umut Aral, Pelin Gunes Director: Umut Aral
Other credits: Campaign Manager: Mert Alankaya

Creative idea explanation: Selecting the university is the life changing moment for any 18 years old. It will decide your job, your future. And Ozyegin is one of the newest and very different universities. It has an entrepreneurship program, good internship connections, harvard and stanford level teachers and so on. So we said that, if you choose Ozyegin, your future CV looks better! In order to prove that, we create a life simulation to show your years in Ozyegin Universitesi and more. In order to capture the attention of the 18 years olds, we created this simulation in facebook. We took Facebook timeline and turned it into future timeline, showing the user's Ozyegin Future! While playing with simulation, users created their future CVs and with those they have been elected and the chosen ones were interviewed from University jury and selected for scholarships! This way, a game really changed their life.

Multiple entry explanation: With this campaign University could choose its own students. (In our country there is a central system that manages choices). With this campaign, university got applications from top 1000 students. Because of the AI structure of the simulation system, everyone experienced a different life simulation.





No Rights, No Women

No Rights, No Women

Year/ID: 2012 / G71033G12
Group: G Digital
Subgroup: G71 Social network & community
URL: http://www.yousmile.me/NRNW/NRNW.html
Product and services: Pressure group fighting for women’s rightsRegistrant: LEO BURNETT BEIRUTCountry: LEBANONBrand name: No Rights, No WomenAdvertiser: No Rights, No WomenAdvertising agency, city: Leo Burnett, BeirutArt director: Lea Salibi, Natasha Maasri, Roula AsmarCopywriter: Rana Khoury, Diala HaidarCreative director: Bechara Mouzannar (CCO), Malek Ghorayeb (Regional Executive Creative Director), Areej MahmoudAccount Director /Manager: Nada Abi Saleh
Other credits:


Creative idea explanation: Lebanese gender discriminatory laws reduce women to “half citizens”. The movement started on Facebook. Over 1,000 Lebanese women added mustaches to their profile pictures and changed their gender. The complex discriminatory laws were simplified and posted online.Our Facebook page became a meeting point for NGOs, … and to sign our online petition. Local and regional bloggers joined to help build hype.On March 8th, the movement went from the virtual world to the real one. The event made it to the opening of the 8 o'clock news.Overnight, we received international exposure in all media and over 57 blogs & websites. The Honor Crimes Law was abolished.

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Doping TV

Doping TV

Year/ID: 2012 / G71035G12
Group: G Digital
Subgroup: G71 Social network & community
Product and services: Hyatt hotelsRegistrant: YOUNG & RUBICAM POLAND SP.Z.O.O.Country: POLANDBrand name: Hyatt hotelsAdvertising agency, city: Y&R, WarszawaArt director: Wojtek MichalakCopywriter: Edyta KotowiczCreative director: Ryszard SrokaDesigner: Bartek WalczukAccount Director /Manager: Sylwia Korzeniewska
Creative idea explanation: Poland's National Football Team stayed at Hyatt Hotel during EURO 2012. Hotel wanted to provide footballers with the best possible service: best rooms, food, a spa etc. But because Poland, according to FIFA, was the worst team, despite these efforts they did not have much chances for fair fight. Therefore Hyatt decided to create a new hotel service for them: Doping TV – the 1st television in history dedicated entirely to support footballers, non-stop broadcasting to their 23 hotel rooms motivational messages from their fans from all over the world.





Facebook flavoured fruit juice

Facebook flavoured fruit juice

Year/ID: 2012 / G71036G12
Group: G Digital
Subgroup: G71 Social network & community
URL: www.marosandras.com/sio
Product and services: Fruit juiceRegistrant: CLUSO KFT.Country: HUNGARYBrand name: SioAdvertiser: Sio-Eckes Kft.Advertising agency, city: Cluso, BudapestArt director: Gergely FodorCopywriter: Lajos HorvathCreative director: Lajos Horvath, Gergely FodorAccount Director /Manager: Reka VeresProgrammer: Gabor Breznyanszky, Csaba Virag
Other credits:


Creative idea explanation: The idea is a digital harvest on the Facebook Page of Sio, a fruit juice maker that puts local fruits into their juices. We agreed with few of the fruit growers well in advance, that they offer us the yield of some of their trees. In the Facebook application we continuously photographed the trees and updated the images according to season’s changes. When the fruits were ripe, the time came to start the harvest. In the Facebook application anyone could tag one cherry, one peach, one apple and one apricot with his or her name. These were then carefully handpicked from that very trees the fruit growers offered us in real life and separately sent to the Sio factory. As all the fruits were put into boxes and arrived to the factory, the specialists at Sio invented a brand new flavor from these fruits. This juice was christened Facebook-flavored Sio.

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Parking Douche

Parking Douche

Year/ID: 2012 / G72003G12
Group: G Digital
Subgroup: G72 Banners and off site advertising
URL: http://specials.the-village.ru/pages/specials/parking_douche_banner/
Product and services: The-Village.ru (On-line city guide)Registrant: LOOK AT MEDIACountry: RUSSIABrand name: The VillageAdvertiser: The VillageAdvertising agency, city: LOOK AT MEDIA MoscowArt director: Vladimir ShreyderCopywriter: Alexey ArtyukhovCreative director: Katya Bazilevskaya, Rob IkkiAccount Director /Manager: Alya GabdurakhmanovaDigital Production: LOOK AT MEDIA Moscow
Other credits: Technical Director: Alexander Rybyakov; Mobile App Developer: Alexander Simonov; Flash Developer: Alexander Redinger

Creative idea explanation: 'Douche parking' is a huge city problem in Russia. There're not many places to park but also there're people who just don't care about others. Online city newspaper, The Village.ru, has decided to help people make such behaviour socially unacceptable using digital media. We've created a free app. It allows people to take pictures of wrongly parked cars, and save the car number, type (e.g. crossover) and colour. This data is streamed live to special banner ads that are targeted through IP address to locations where these cars were parked. These banners work as pop-ups where you see a car with a number 'parked' on an article you're reading. When you hover over the banner it lets you know that this car is annoying people in a certain street in the city right now just like it's doing on the site. The user was motivated to share the picture of the 'parking douche' in social media to close the banner. Because of the IP address/location targeting, lots of people saw themselves, their neighbours/colleagues or the 'douches' they saw and hated for a long time. That made them care and share the project information, and others were left feeling ashamed.

Multiple entry explanation: The data from mobile app is streamed live to special banner ads that are targeted through IP address to locations where wrongly parked cars were spotted. These banners work as pop-ups where you see a car with a number 'parked' on an article you're reading.





Lapland – The North of Finland / When you're challenged by the stubborn Midnight Sun

Lapland – The North of Finland / When you're challenged by the stubborn Midnight Sun

Year/ID: 2012 / G72007G12
Group: G Digital
Subgroup: G72 Banners and off site advertising
URL: http://www.onlyinlapland.com/banners/
Product and services: TravelRegistrant: SEK & GREY OYCountry: FINLANDBrand name: Lapland – The North of FinlandAdvertiser: Lapland – The North of Finland project / Regional council of LaplandAdvertising agency, city: SEK & GREY, HelsinkiArt director: Sami KelahaaraCopywriter: Suvi LahdeCreative director: Suvi Lahde, Sami Kelahaara, Sami LanuDesigner: Viveka ForsmanAccount Director /Manager: Laura Mertano, Berit LindpereEvent Production: Voitto, Aleksanteri BaidinDigital Production: Byroo, Markus Karikivi & Ville Huumo
Other credits: Hanna-Mari Talvensaari, Pauliina Silven-Alamartimo

Creative idea explanation: Finnish Lapland wanted to show how the sun doesn’t set during the Nightless Night. We created a simple and playful execution that dared to pull the stubborn sun down. Instead of buying eyeballs, these creative banners got people’s active engagement.

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Multiple entry explanation: Finnish Lapland wanted to show how the sun doesn’t set during the Nightless Night. We created a simple and playful execution that dared to pull the stubborn sun down. Instead of buying eyeballs, these creative banners got people’s active engagement.





Miele - Tunnel

Miele - Tunnel

Year/ID: 2012 / G72010G12
Group: G Digital
Subgroup: G72 Banners and off site advertising
URL: http://www.youtube.com/watch?v=cnDqKw4nfMI
Product and services: Vacuum cleanerRegistrant: MAYER/MCCANN ERICKSONCountry: SLOVAK REPUBLICBrand name: MieleAdvertising agency, city: Mayer/McCann EricksonArt director: Peter BruskoCopywriter: Juraj StehlikCreative director: Boris Prexta, Vlado SlivkaAccount Director /Manager: Anton Tokoly
Creative idea explanation: Our task was to promote the "monster suction" of the extra powerful Miele S8 vacuum cleaner. We created an online video that shows how the machine can vacuum absolutely everything. We turned a well-known tunnel in Slovakia into a pipe of the Miele S8. The pipe indeed vacuumed everything – even cars and trucks.





Jeep In

Jeep In

Year/ID: 2012 / G73003G12
Group: G Digital
Subgroup: G73 Games
Product and services: GameRegistrant: LEO BURNETT SP. Z O.O.Country: POLANDBrand name: JeepAdvertiser: Fiat Auto Poland S.A.Advertising agency, city: Leo Burnett WarsawArt director: Robert ChudzikCopywriter: Kamil KowalczykCreative director: Pawel HeinzeDesigner: Pawel ZolynskiAccount Director /Manager: Marta Obluska, Tomasz OrlowskiProgrammer: Rafal Kostecki
Other credits: Marcin Krynski, Pawel Kulinski, Andrzej Stys

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Manager SRL

Manager SRL

Year/ID: 2012 / G73014G12
Group: G Digital
Subgroup: G73 Games
URL: http://www.managersrl.ro/
Product and services: Telecom operatorRegistrant: MRM WORLDWIDECountry: ROMANIABrand name: Vodafone BusinessAdvertiser: Vodafone RomaniaAdvertising agency, city: McCann Erickson Romania / MRM Worldwide, BucharestArt director: Bogdan ZaveraCopywriter: Paul CiocCreative director: Adrian PredaDirector of Photography: Tudor LucaciuAccount Director /Manager: Alina TanaseFilm Production: Alexandru PlatonDirector: Andreea PaduraruProgrammer: Dany Manea
Other credits: Andrei Stefan, Online Product Manager, Vodafone Romania Iuliana Maratu – Brand Manager, Vodafone Romania Richard Ihuel – Brand Director, Vodafone Romania Laura Barbu – Online Director, Vodafone Romania Valentin Sulfideanu – Online Capabilities Manager, Vodafone Romania

Creative idea explanation: Vodafone Business wanted to create an unique experience for all potential SOHO or SMALL SME customers and also to collect a relevant data base for the sales team. So, instead of talking about the advantages of the Vodafone Business products, we decided to let the people discover them for themselves.Manager SRL, the first interactive online video game in Romania, is an immersive experience, highly involving and entertaining, where users are invited to manage a company. Where they have to take their own decisions and interact with all Vodafone Business products. The result was amazing: in the 3 months of the campaign, the game was played by over 170.000 unique visitors, who spent an average time of 5 minutes, playing the scenes for over 1.2 million times. A record for this target segment. Over 13.000 users shared the campaign on different Social Media platforms and almost 10.000 users represent relevant leads for Vodafone Business sales department.





New Driving Tests App.

New Driving Tests App.

Year/ID: 2012 / G74011G12
Group: G Digital
Subgroup: G74 Interactive tools and other digital solutions
URL: www.testovizavoznju.rs
Product and services: Traffic SafetyRegistrant: LEO BURNETT BEOGRADCountry: SERBIABrand name: Srpski komitet za bezbednost saobracaja (Serbian Committee for Trafic Safety)Advertiser: Srpski komitet za bezbednost saobracaja (Serbian Committee for Trafic Safety)Advertising agency, city: Leo Burnett, BelgradeArt director: Rade SaptovicCopywriter: Predrag Simic, Djordje JankovicCreative director: Anja RadulovicIllustrator: Ivan Nedeljkovic & Ivana RadicAccount Director /Manager: Vladimir Vucicevic, Andreja Milkic, Jovana VazicProgrammer: Omnicom Soltions
Other credits: Nemanja Stojanovic, Ana Mijajlovic, Igor Ristic

Creative idea explanation: In 2009, Serbian government announced the new system of driving training and testing. Three years and thousands of lives later – the new system still doesn’t exist. Confidential driving tests leak to the public, resulting in young people only learning the leaked tests and not the entire range of traffic laws. So, we created an app with real accidents videos and let it leak as the “new driving tests for the new system”. Within 48 hours, Ministry of Interior announced that the new system starts on October 25th, and the site crashed temporarily due to used bandwidth.

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Multiple entry explanation: New Driving Tests is a desktop app that was launched as “new driving tests that leaked” on internet. The app resonated very well with people, resulting in immense response online and offline.





Cheer from your heart!

Cheer from your heart!

Year/ID: 2012 / G74012G12
Group: G Digital
Subgroup: G74 Interactive tools and other digital solutions
Product and services: Olympic image campaignRegistrant: DDB BUDAPESTCountry: HUNGARYBrand name: Magyar TelekomAdvertiser: Magyar Telekom Zrt.Advertising agency, city: DDB BudapestArt director: Zsolt Balogh, Csovari Nora, Babucs PeterCopywriter: Juhasz Eva, Grosz AdamCreative director: Peter TordaiDesigner: Eduard Sik, Mendrei Zoltan, Richard FulopAccount Director /Manager: Gabor Szanto, Krisztina Balazs, Akos CsertanProgrammer: Eduard Sik
Other credits: Chief creative director: Peter Tordai, Creative group head: Eva Juhasz, Head of digital creative: Zsolt Balogh, Creative technologist: Eduard Sik, Website programming: BDone

Creative idea explanation: Hungarian Telekom is one of the biggest sponsors of the country's Olympic team. Financially. But we wanted more: position Hungarian Telekom as the biggest, emotional sponsor. Helping the olympic athletes by feeling the support of the people and making people experience that their support does count. When you watch the games, your heart beats for your team. Is it possible to make the Olympic team to physically feel these heartbeats, even if they are 1500 (onethousandfivehundred) km away from home? We said yes it is. We created gadgets that are able to turn people's virtual support into a tangible sensation. These gadgets travelled to London with the athletes. Every time someone sent a message from our website, the gadgets received it as a heartbeat and created an encouraging experience right in the hand of the athletes. People became proud and dedicated supporters of the project so heartbeat sending spread like wildfire. We transmitted 28000 (twentyeightthousand) heartbeats, imagine it as a stadium filled with people all cheering for the Hungarian Olympic team!





The Outlander Adventure

The Outlander Adventure

Year/ID: 2012 / G74014G12
Group: G Digital
Subgroup: G74 Interactive tools and other digital solutions
URL: www.webstyler.ro/goldendrum/2012/theoutlanderadventure/
Product and services: Automotive (SUV)Registrant: WEBSTYLERCountry: ROMANIABrand name: Mitsubishi OutlanderAdvertiser: Mitsubishi RomaniaAdvertising agency, city: Webstyler, BucharestArt director: Madalin DragneaCopywriter: Alexandra HorvathCreative director: Horia ManolacheAccount Director /Manager: Georgiana CujbaProgrammer: Razvan Stanga; Lucian Zamfira
Other credits: Bogdan Nitu - Head of planning

Creative idea explanation: As digital communication today is about engagement, the ‘old & traditional’ e-mail is obviously losing ground. Challenge: Engage owners of old Mitsubishi cars through an e-mail campaign in order to raise awareness on Mitsubishi Outlander special price offer. But how can we create engagement through the least engaging digital channel? Idea: We used an old & traditional computer feature: the scroll. By using the scroll, users could actually play a game directly in the e-mail. They had to find the car in an enormous adventure maze in the woods. Results: The longest brand interaction ever in a Mitsubishi e-mail campaign (average time per user: 6 min 08 sec). The biggest number of test drives ever registered in a Mitsubishi test drive campaign.

Campaign idea explanation:


Multiple entry explanation:






Tweetpositive

Tweetpositive

Year/ID: 2012 / G74016G12
Group: G Digital
Subgroup: G74 Interactive tools and other digital solutions
Product and services: Antipessimism campaignRegistrant: DDB BUDAPESTCountry: HUNGARYBrand name: TweetpositiveAdvertiser: Design TerminalAdvertising agency, city: DDB BudapestArt director: Zsolt Balogh, Carlos Ramas, Eduard SikCopywriter: Zsolt BaloghCreative director: Peter TordaiDesigner: Mate Varga, Emil Goodman, Bence SamuAccount Director /Manager: Gabor Szanto, Akos Csertan
Creative idea explanation: Designterminal is one of Hungary's prestigious art centers. How can such an institute inspire people when the recession turned Hungary into a less and less optimistic country? We encouraged people to share positive thoughts on Twitter and showcased the tweets on Designterminal's glass surface as beautiful, interactive lightbugs. If someone caught a flying creature the hidden message became readable. The interactive installation touched people's hearts and withinweeks a small local initiative became a global movement. In more than 100 countries positive ambassadors activated their friends to tweet positive.




03.10.2012


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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