Year/ID: 2012 / N003G12 Group: N New or innovative Subgroup: N New or innovative
Product and services: TuborgRegistrant: OGILVY & MATHER UKRAINECountry: UKRAINEBrand name: TuborgAdvertiser: Carlsberg GroupAdvertising agency, city: Ogilvy&Mather Ukraine, KievArt director: Yura ZharkoCopywriter: Evgeniya Dzyubenko, Victor IshkovCreative director: Will Rust, Alexandra Doroguntsova, Misha ValeyevAccount Director /Manager: Nataliya Rudychenko, Dariia Novikova, Martin AllesFilm Production: Bespoke EditingMusic: PropellerDirector: Dick Buckley Other credits: Producer: Irina Pigal, Tanya Sokolova, Executive Producer: Roman Kindrachuk & Darko Skulsky, Editor: Alexander Chorny, Production House: Atom Film / Radioaktive Film, Chimney Pot Kiev, Case Film Director: Luke Deverill
Creative idea explanation: Imagine one could take things he liked directly from the video. Just grab it and it’s yours.
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 RefuahAccount Director /Manager: Shibolet Alkobi Creative idea explanation: The Brief:In 2011 The Israel Anti-Drug Authority (IADA) identified a rise in drug users between the ages of 18-24. It was reported that 1 in 20 young adults can be characterized as a regular drug user and as an addict. The IADA is a governmental body, with a relatively small advertising budget. In recent years, it has invested most of its efforts in an early-preventions strategy: Attempting to prevent drug use, and first time drug experiments amongst teenagers. Lately, it recognized that there is an increase in the drug experiments and usage amongst young adults who have just completed their mandatory military service. The IADA decided to focus on this specific group for their campaign. Several research studies, surveys, interviews and focus groups were conducted in order to characterize the target audience accurately. The goal was to create an effective campaign which would be able to penetrate the "wall of apathy" which is known to surround this target audience. Analyzing the media exposure data revealed that over 94% of Israeli young adults use online social networks, spending over 11 hours per month on social websites (The most in the world, and two times the global average). The most popular social media used is Facebook, with over 90% penetration. On the other hand, this audience is hardly exposed to traditional media such as TV and Radio. Our challenge was to prevent the use of drugs such as Crystal Meth, Heroin and Ketamine 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 in over 50 countries covered Adam Barak's Timeline. We tracked hundreds of thousands of Tweets, Shares and Likes on facebook and twitter. But more importantly, we started an international conversation on the effects of drug abuse.
Multiple entry explanation: "Drugs set your timeline" is the 1st campaign ever to use facebook timeline feature as a medium.
Year/ID: 2012 / N010G12 Group: N New or innovative Subgroup: N New or innovative
Product and services: NGORegistrant: LEO BURNETT SP. Z O.O.Country: POLANDBrand name: Amnesty InternationalAdvertiser: Amnesty InternationalAdvertising agency, city: Leo Burnett WarsawArt director: Yigit UnanCopywriter: Anna Gadecka, Pawel HeinzeCreative director: Pawel HeinzeAccount Director /Manager: Lukasz Zajaczkiewicz, Marcin KrynskiDigital Production: Beside The Park: Zofia Mazurkiewicz Oszczepalinska, Piotr Zadrozny, Adam ZygmanowskiProgrammer: Pawel Kulinski Other credits:
Year/ID: 2012 / N016G12 Group: N New or innovative Subgroup: N New or innovative
Product and services: NON-PROFIT ASSOCIATIONRegistrant: SAATCHI & SAATCHI SRLCountry: ROMANIABrand name: A.A.C.A.R. 'HORIA MOTOI'Advertiser: A.A.C.A.R. 'HORIA MOTOI'Advertising agency, city: Saatchi & Saatchi SRL, BucharestArt director: Laura Iane, Bogdan Vintila, Vlad GioguCopywriter: Marius Tianu, Loredana Barla, Andrei NicaCreative director: Johan OhlsonAccount Director /Manager: Carmen Barda, Ioana Hurdubelea Creative idea explanation: The parents of an autistic child are as deeply affected as the child itself. Horia Motoi, a Romanian non-profit organisation, used a breakthrough repetition-based therapeutical technique called ABA. On April 2nd, world autism day, we asked the most important media channels – TV, radio, and press – to get involved and repeat several times part of their usual message. The campaign message was delivered afterwards: “the parents of an autistic child repeat a word thousands of time until the child understand it”.
Multiple entry explanation: Instead of talking solely about the autistic children, Horia Motoi - a Romanian non-profit organization - decided to have an innovative approach and include their parents in the discussion. Changing the angle on the target group allowed us to have a fresh approach even on some of the most standard media channels (TV, Radio and press). The starting point of our promo strategy is the core idea of ABA Therapy: REPETITION.On April 2nd - World Autism Day – the campaign was launched on TV channels, radio stations, several newspapers, Facebook, blogs and news feeds. The following days, seizing the innovative side of the approach the message was taken further by 7 major football teams (Dinamo Bucharest and Rapid among others - who played live cup and league games on TV) music bands, famous actors and even by a bang of tough bikers.In a matter of days, our message reached 1 in 6 Romanians.
Year/ID: 2012 / N018G12 Group: N New or innovative Subgroup: N New or innovative
Product and services: WooliteRegistrant: EURO RSCG WARSAWCountry: POLANDBrand name: Reckitt BenckiserAdvertising agency, city: Euro RSCG WarsawArt director: Rafal RysCopywriter: Magda BanasikCreative director: Jacek SzuleckiAccount Director /Manager: Malgorzata Szerenos Other credits:
Creative idea explanation: An installation that consumers could interact with. By the press of a button the colour revitalisation benefit came to life in a spectacular way – woven plastic tubing formed in the shape of a dress were filled up with colour from a bottle o Woolite. If the installation was not initiated by consumers, it activated itself automatically every 10 minutes. The promotion was based on the idea that “Wollite brings back colour to clothes” and the benefit of colour revitalisation. In order to bring this idea to life an installation was build for consumers to interact with: 200 meters of tubing, 4 liguid-pumps, 4 air-pumps, 1 Motion Sensor, 2 Solenoid Valves and a computerised control system. By the press of a button woven plastic tubing formed in the shape of a dress were filled up with colour from a bottle o Woolite. If the installation was not initiated by consumers, it activated itself automatically every 10 minutes.
Milka Cursormeeting - the world's first online flashmob
Year/ID: 2012 / N023G12 Group: N New or innovative Subgroup: N New or innovative
Product and services: Milka ChocolateRegistrant: HPS GROUPCountry: HUNGARYBrand name: MilkaAdvertising agency, city: BudapestArt director: Csaba Bernath, Ferenc Gabor GorogCopywriter: Zita Jonas, Gabor ErosCreative director: Laszlo VekkelAccount Director /Manager: Attila Probald, Judit Komlos Other credits: Balazs Renyi, Miklos Varadi
Creative idea explanation: The idea was to bring together the web users as nobody has done it before, by organizing the world’s first online flashmob: the Milka Cursormeeting. By moving their cursors users created different figures together and expressed their tenderness.
Multiple entry explanation: We used a new technical solution where hundreds of cursors were visible at the same time in the same website. By this innovation we gave new experiences to the users by let them play as never before with a new type of social media.
Year/ID: 2012 / N032G12 Group: N New or innovative Subgroup: N New or innovative
Product and services: MediaRegistrant: VOSKHODCountry: RUSSIABrand name: Ura.ruAdvertiser: Ura.ruAdvertising agency, city: Voskhod, YekaterinburgArt director: Vladislav DerevyannykhCopywriter: Evgeny Primachenko, Egor GavrilinCreative director: Andrey GubaydullinDesigner: Dmitry MaslakovIllustrator: Alex TAccount Director /Manager: Pavel Skosyrsky Other credits:
Creative idea explanation: Quality of roads is the eternal problem of Yekaterinburg – the fourth largest city of Russia. The local site URA.RU, which writes about life in the city, decided to remind politicians that it is their duty to repair the roads. The problem is – our politicians don’t care about potholes. Their only worry is their own public image. We associated road holes with the images of certain politicians. In the night, on three potholes in city center, we drew faces of the governor, the mayor and the vice-mayor. The news about caricatures became a sensation. With this intense PR the politicians were no longer able to sit idle. The holes were fixed. The news about the action was released in more than 300 media venues, the website traffic on URA.ru doubled. The officials at last started to do their jobs.
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 BazilevskayaAccount 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: We used an innovative way of integration of mobile app, display ads and social media. Data from mobile app is streamed live to banner ads that are targeted through IP address to locations where cars were spotted. The banner appears over the content and needs to be shared in social networks.
Year/ID: 2012 / N047G12 Group: N New or innovative Subgroup: N New or innovative
Product and services: Gazeta SporturilorRegistrant: LEO BURNETT & TARGET SACountry: ROMANIABrand name: Gazeta SporturilorAdvertising agency, city: Leo Burnett & Target SA, BucharestArt director: Liviu Toader, Zoltan Fulop, Florina MoisiCopywriter: Irina BecherCreative director: Carmen Tiderle, Tudor Cuciuc, Victor StroeAccount Director /Manager: Diana Onesa Alexa Other credits:
Creative idea explanation: Our client, the no 1 sports journal in Romania, Gazeta Sporturilor, decided to help Miahi Nesu’s Foundation raise money for his cause (Mihai Nesu is the defender in Romanian national football and for F.C. Utrecht team who, after a terrible accident, lives in a wheelchair and dedicates his life to helping kids with locomotor disability). But quite often media costs to raise awareness for a cause are bigger than the money collected. So we searched for a solution in media. More precisely, in media budgets, the most generous part of the marketing budgets. The difference between a 30 seconds and a 29 seconds commercial might be imperceptible for viewers, but vital for Mihai Nesu’s foundation. Because 29 seconds cost 3.33% less! 3.33% may not sound so impressive, but reported to a 200 million Romanian TV market, it becomes really big. That’s how Second-Life was born, a program through which advertisers cut 1 second from their commercials and offer the equivalent value for a cause. Like Mihai Nesu’s cause. Our Sports Journal “Gazeta Sporturilor”, Bergenbier, our local Budweiser, and the insurance company AXA are the first to jump in and donate through Second-Life. Their TVC’s are marked with the Second-Life logo. Because, in order for advertisers to want to join, we had to make sure people in front of TV recognize the program and appreciate their involvement in the cause. We used a 10 seconds informative TV billboard, a print ad and outdoor to inform people about the program, helping them recognize brands involved in it. A dedicated website explained the mechanism and informed about Mihai Nesu’s foundation and advertisers joining the cause. Also, the great PR around the program helped our message reach both ordinary people and advertisers as well. Claim: Because second by second, hope becomes life.
Year/ID: 2012 / N060G12 Group: N New or innovative Subgroup: N New or innovative
Product and services: Mcdonald's store at Central train stationRegistrant: DDB WARSZAWA SP. Z O.O.Country: POLANDBrand name: Mcdonald's PolandAdvertiser: Mcdonald's PolandAdvertising agency, city: DDB Warsaw, WarsawArt director: Magdalena DrozdowskaCopywriter: Mateusz KsiazekCreative director: Zuzanna Duchniewska-Sobczak, Maciej Waligora, Marcin MroszczakAccount Director /Manager: Nazar Al-Khouri, Anna Polka, Anna SwiderekFilm Production: Kasia SeyfriedDigital Production: Robert Grabowski, Marek Kozlowski, Andrzej Krok, Jacek Lukasik, Piotr Muranty Other credits: Piotr Muranty - Bizrunner
Creative idea explanation: Hamburger Timetable installed on the way to McDonald's at the Central Train Station in Warsaw. It displays real-time train information and something extra: waiting time not in minutes but in... hamburgers, cokes and fries you manage to eat at McDonald's before your train leaves. It also reckons delays. The longer you wait, the more menu items on the screen.
Multiple entry explanation: A new and innovative way of combining real-time train information with McDonald’s menu.
Year/ID: 2012 / N061G12 Group: N New or innovative Subgroup: N New or innovative
Product and services: KioskedRegistrant: HASAN & PARTNERSCountry: FINLANDBrand name: KioskedAdvertising agency, city: Hasan & Partners, HelsinkiCopywriter: Timo IivariCreative director: Eka RuolaDesigner: Mikko Juhola, Petteri ValtialaAccount Director /Manager: Heidi Gutekunst Other credits: Tobias Wacker, strategist
Creative idea explanation: Kiosked– A campaign to turn the Internet into a Web Wide Shop. Kiosked turns any online content into a storefront. Kiosked integrates online sales into the content people are interested in, thus making the product contextually relevant – and turning the Internet into a Web Wide Shop.Anything can be 'kiosked': you just tag the products that appear in blogs, online publications, music videos and online games. Kiosked enables the purchase of these products, at precisely the moment the desire is born.Kiosks are free to use, the marketer only pays the publisher or blogger for products sold. Starting now, anything you see can be yours. Eight million products have already been made available through Kiosked. It delivers 10 to 25 times higher CTR than display advertising. Kiosked has grown from a start-up into a dynamically expanding and profitable business. The owner and Chairman of Angry Birds/Rovio Entertainment has invested in Kiosked and become its Chairman.
Year/ID: 2012 / N062G12 Group: N New or innovative Subgroup: N New or innovative
Product and services: Internet ServicesRegistrant: NEW MOMENT NEW IDEAS COMPANY TIRANACountry: ALBANIABrand name: AbissnetAdvertiser: AbissnetAdvertising agency, city: New Moment New Ideas Company, TiranaArt director: Nikola VojnovCopywriter: Nikola VojnovCreative director: Dushan DrakalskiAccount Director /Manager: Oliver Petrovski Creative idea explanation: New usage of TV. We are communicating the message of "super-fast internet" of the client Abissnet, out of the advertising block, inside the shows themselves, and without a TV spot at all. Actually by using the live broadcasted show itself as our TV spot. We have set a special deal with the national channel, to apply the "buffering effect" of slow internet onto their show, followed by a message "For faster internet switch to Abissnet", after which the show had continued with a normal pace.
Year/ID: 2012 / N068G12 Group: N New or innovative Subgroup: N New or innovative
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!
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, Ghena Maalouf / Dana Khairallah Creative idea explanation: We were approached by a group of Lebanese women fighting for women’s rights, to create a campaign for their new organization.By Lebanese law, men and women are not equal. Some laws are so discriminatory that they reduce women to “half citizens”.Lebanese women have no right to pass their nationality to their children. They have no custody rights. There is no law that protects women against domestic violence… If it takes a man to become a full citizen, so be it! We wanted the Lebanese community and the lawmakers to imagine a world without women. We named both the movement and the campaign “No Rights, No Women”.
Multiple entry explanation: The movement got 1.2 million USD of free media coverage. (Stat - IPSOS)We were featured in:Over 20 leading regional magazines and newspapersOver 57 international blogs & websitesTop 3 local and Arab channels Our Facebook page was viewed over 16,700 times in only 1 weekOn August 4th 2011, i.e., 7 months after the start of the “No Rights No women” movement, The Honor Crimes Law was abolished. This was considered a turning point in Lebanese legislative history. The Domestic Violence law is now in final study by the parliament.
Product and services: EyewearRegistrant: MCCANN ERICKSON ISRAELCountry: ISRAELBrand name: OpticanaAdvertiser: Opticana eyewearAdvertising agency, city: Mccann Digital, Tel-avivArt director: Nir HersztadtCopywriter: Elav HorwirzCreative director: Nir RefuahAccount Director /Manager: Niv Kantor Creative idea explanation: To trace people who need glasses and know it yet, we made a very simple pop-up banner for iPhones that was created to promote Opticana eye wear. When you zoom in on a text on your iPhone at Ynet.co.il (Israeli leading news site), a pop-up appears asking if you need to zoom in to see clearly - and offer a free eye examine at opticana store located near your current location.
Multiple entry explanation: A new and innovoative use of Mobile Advertising
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.