Year/ID: 2012 / S006G12 Group: S Digital campaigns Subgroup: S Digital campaigns
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:
Campaign 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.
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:
Campaign 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 вЂќno faultвЂќ 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 wouldnвЂ™t miss the dramatic moment. On the 6th day the piano fell down on the car and proving that even if we couldnвЂ™t save the world from falling pianos we did make more drivers consider buying our intouch вЂќno faultвЂќ 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 clientвЂ™s media plan by more than 200%, 5) More than $200.000 in earned media.
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
Campaign 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 campaign uses 3 channels: mobile app, display ads and social media. The data from mobile app is streamed live to special banner ads which appears over the content. The user is motivated to share the picture of the 'parking douche' in social media to close the banner.
Year/ID: 2012 / S025G12 Group: S Digital campaigns Subgroup: S Digital campaigns
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 Campaign 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 appвЂ™s trees you вЂњgrowвЂќ. 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.
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 Campaign idea explanation: Our solution was rooted in a stunning discovery... If one googled: В»romanians areВ« in various languages the suggested search predictions were all derogatory. We knew the predictions could change if there were enough positive searches and online content on romanians. Changing romanians' image online was the perfect cause for rom to embrace to reach its objectives. For this we redirected rom's webpage to a landing page, www.romaniansaresmart.com where people could generate automated searches in google pages around the world. Our catchphrase: В»romanians are smartВ«. The campaign became a grassroots national pride movement, starting online and later transitioning to mainstream media.
Multiple entry explanation: Since rom already had a background in stirring national pride controversy after 2010's american rom campaign, we were one of the few brands on the market with enough credibility to attempt to play on romanians' pride. Due to our low budget, our target profile (rom is the preferred candy bar for 25-35 y.o), and the nature of our task, the campaign was mainly online driven. Once the online campaign took off, the public support generated brought the cause to mainstream media, giving us the same exposure as if we would have aired a tv campaign.
Product and services: Traffic SafetyRegistrant: LEO BURNETT BEOGRADCountry: SERBIABrand name: Traffic SafetyAdvertiser: Srpski komitet za bezbednost saobraД‡aja (Serbian Committee for Trafic Safety)Advertising agency, city: Leo Burnett, BelgradeArt director: Rade SaptovicCopywriter: Predrag SimicCreative 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:
Campaign idea explanation: In 2009, Serbian government announced the new system of driving training and testing. Three years and thousands of lives later вЂ“ the new system still doesnвЂ™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 вЂњnew driving tests for the new systemвЂќ. Within 48 hours, Ministry of Interior announced that the new system starts on October 25th, and the site crashed temporarily due to used bandwidth.
Multiple entry explanation: New Driving Tests campaign is strongly rooted in digital. It is an app that was launched through a website, and across social media, resulting in immense response online and offline.
Year/ID: 2012 / S043G12 Group: S Digital campaigns Subgroup: S Digital campaigns
Product and services: EMPIKRegistrant: YOUNG & RUBICAM POLAND SP.Z.O.O.Country: POLANDBrand name: EMPIKAdvertising agency, city: Y&R, WarszawaArt director: Wojtek MichalakCopywriter: Edyta KotowiczCreative director: Ryszard SrokaAccount Director /Manager: Sylwia Korzeniewska Campaign idea explanation: Poles do not read book. EMPIK - the biggest online and chain bookstore in Poland wanted to change it. Because Poles spend a lot of their time on Facebook and on the Internet, the campaign was conducted online. How? Imagine one day you see on FacebookвЂ™s wall of your friend that he is interested in having sex with a 12 years oldgirl. Do you fell shocked or intrigued? Everyone did. This is how the campaign started.
Year/ID: 2012 / S046G12 Group: S Digital campaigns Subgroup: S Digital campaigns
Product and services: daily deal websiteRegistrant: MUW SAATCHI & SAATCHI, SPOL. S R.O.Country: SLOVAK REPUBLICBrand name: TelekomBenefit.skAdvertiser: Slovak TelekomAdvertising agency, city: MUW Saatchi & Saatchi, BratislavaArt director: Denisa PajkosovaCopywriter: Milan BielikCreative director: Rasto Michalik, Peter RajcakAccount Director /Manager: Marek LukotkaDirector: Karol Vosatko Other credits:
Creative idea explanation:
Campaign idea explanation: o launch another daily deal website, when there are already 55 competitors in the market is quite a challenge. Even bigger if the site does not have the simplest of names: TelekomBenefit.sk. We came up with an absurd idea. We hired Paviel. The biggest snob in our showbiznis, moreover he is well known for his luxurious lifestyle. But while other celebrities are paid to recommend the products,... Paviel was paid for NOT recommending it.
Multiple entry explanation:
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.