Cannes Lions 2009 - Áðîíçîâûå ïðèçåðû â íîìèíàöèè Media Lions (2 ÷àñòü)

TED 696 PROJECT

Type of Entry: Use of Mixed Media Category: Use of Mixed Media Title: TED 696 PROJECT Advertiser/Client: LION NATHAN AUSTRALIA Product/Service: BEER Entrant Company: ZENITHOPTIMEDIA AUSTRALIA Sydney, AUSTRALIA Media Agency: ZENITHOPTIMEDIA AUSTRALIA Sydney, AUSTRALIA Creative Credits Name Company Position David Cook Zenithoptimedia Account Director Nick Garrett Bmf Group Account Director Results and Effectiveness: The campaign was hugely successful, with every $1 invested generating over $9 of sales in the first 8 weeks alone! We beat the sales forecast and delivered incremental sales for the brand. Over 2,000 entries, amazingly from 104 different countries, were received, with a new design every 84 minutes. The MTV exhibition to announce the winning design was attended by over 300 people. Over 700,000 bags were used in bottleshops â?" these were very well received by the trade and consumers, helping extend awareness as the bags were used for sales of all longneck brands. Creative Execution: The media strategy was 1. Excite the cool crowd, 2. Show the rest what we were up to and 3. Engage the trade â??Cool Crowdâ??. We launched at the International design conference - Semi-Permanent, followed with an online seeding strategy within creative communities. Advertorials in street press explained the competition and we distributed the commissioned bags in art, music & fashion stores. Taking it to a wider audienceâ?¦ We tipped the bags onto pages of menâ?Ts magazines in combination with advertorials, & extended into online. www.tedcreated.com.au was the hub and included the competition, the artists, a gallery showcasing entries for voting, with a panel of judges to select the best. The competition culminated in an exhibition at the MTV gallery. Trade engagement: The original and winning designs were used in bottleshops. Customers loved them, and it was the first time the brown paper bag had been used as an advertising medium. Insights, Strategy and the Idea: Tooheyâ?Ts Extra Dry (TED) wanted to launch a larger size â??longneckâ?? bottle â?" the TED 696ml, into an already crowded and competitive longneck beer market, so we needed to grab the attention or our 18-24 year old target market. In Australia, longneck beer bottles are sold in brown paper bags, ironically covering up any branding inside. Therefore if we could own the brown paper bag, we would in effect own the category. Tapping into the desire for our target to have a voice and express themselves, we involved them in the launch of this new product variant. So, we launched the TED696 Project â?" a collaboration between some of the worldâ?Ts best street artists and the target market. Three street artists were commissioned to design a brown paper bag around the theme â??696â?T. We then opened it up to the public.

THIS IS NOT A JERSEY

Type of Entry: Use of Mixed Media Category: Use of Mixed Media Title: THIS IS NOT A JERSEY Advertiser/Client: ADIDAS NEW ZEALAND / NEW ZEALAND RUGBY UNION Product/Service: ALL BLACKS RANGE Entrant Company: TBWA\WHYBIN Auckland, NEW ZEALAND Advertising Agency: TBWA\WHYBIN (180\TBWA) Auckland, NEW ZEALAND Media Agency: CARAT NEW ZEALAND Auckland, NEW ZEALAND Creative Credits Name Company Position Andy Blood Tbwa\whybin\tequila Executive Creative Director Guy Roberts Tbwa\whybin\tequila Creative Director Corey Chalmers Tbwa\whybin\tequila Writer/Art Director Guy Roberts Tbwa\whybin\tequila Writer/Art Director Che Tamahori Shift Interactive Creative Directior Robert Harvey Tbwa\whybin\tequila Media Arts Rhys Sinnot Tbwa\whybin\tequila Account Director Blake Crosbie Tbwa\whybin\tequila Account Manager Ross Brown Match Photographer Andy Salisbury/Chris Clifton Cake Retouchers Sarah Crosswell Shift Interactive Producer Prentice Porter Shift Interactive Design David Harris Shift Database Development Robin Southgate Shift Flash Developer/Programmer Alex Chea Shift Flash Design Len Cheeseman Typography Hayden Cake Typography Results and Effectiveness: The campaign took on a life of its own generating blog stories around the world and over 25,000 google results. The New Zealand media ran the campaign as the lead story in the primetime news bulletins and it made the front section of the major metropolitan newspapers. The website generated traffic from over 150 countries. 68% of NZ babies born on test match dates claimed their special jersey. Interest in the All Blacks was restored with research showing 18% more fans expressing interest. Ultimately, almost 10,000 fans got to have their name nano-imprinted into a piece of All Black history. Creative Execution: If a player can sign the fans jersey, why can't they sign his? Conversely, sportspeople have the honour of having their names on the back of their shirt, but no player has ever had the honour of carrying thousands of loyal fans names on their jersey. Thus the concept of adithread was born. An integrated campaign using Print, Outdoor and Online would invite fans from NZ and around the world to sign their name on a virtual thread. In a truly innovative world media first we would then use groundbreaking nanotechnology to imprint the names on to a real thread to be sewn into the silver fern emblem on the captains jersey. Alongside this was a unique chance for NZ babies born on the day of a 2008 test match to be gifted a special All Blacks jersey, capturing a new generation of fans. Insights, Strategy and the Idea: In 2007 the adidas sponsored All Blacks suffered the most unexpected defeat at the Rugby World Cup. The challenge was to reconnect a disillusioned fan base with the team and strengthen adidasâ?T brand position in the process. The audience was New Zealand rugby fans. They are incredibly passionate about the All Blacks but their relationship with the team had weakened as a result of the World Cup performance. The insight was that the strength of the relationship was beyond the current group of players. It was in the enduring power and legacy of the All Black jersey. This is not a jersey - it is so much more. The strategy was for the jersey itself to become the message and the medium. Not for simple logo placement, but for an interactive campaign that would literally allow fans to experience the pride of the jersey for themselves.

SAY CONDOM, ALOUD

Type of Entry: Use of Mixed Media Category: Use of Mixed Media Title: SAY CONDOM, ALOUD Advertiser/Client: BBC WORLD SERVICE TRUST Product/Service: SOCIAL AWARENESS Entrant Company: MADISON MEDIA Mumbai, INDIA Media Agency: MADISON MEDIA Mumbai, INDIA Creative Credits Name Company Position Basabdatta Chowdhuri Madison Media CEO Harit Pant Madison Media Account Director Manish Pundir Madison Media Sr. Planning Manager Results and Effectiveness: â?¢The campaign has reached 139 million adult men nationally â?¢400,000 people participated in the contest riddle; 475,000 people asked for the condom ringtone download through the SMS short code, 200,000 downloaded the ringtone from the website â?¢The ringtone also received footage across national dailies, American press, NPR, Indian TV and Colombian radio. Over 200 portals have written about the condom ringtone. â?¢Message comprehension (â??talk about condomsâ?T) rose from 2% to 61%, likeability from 71% to 89% â?¢ The SMS opinion poll saw over 80% saying condom is an acceptable word â?¢As per NACO, (National Aid Control Organization of India). Condom sales through government channels grew by 85.0 million units during April to October 2008. Creative Execution: We started our â??Say-CONDOM-Aloudâ?? campaign with a contest where the consumer had to answer a riddle, the answer to which was the word â??CONDOMâ??. Since our objective was to make the consumer â??SAYâ?? condom, the only mode of participation was by calling a voice portal. In the second leg, we created a buzz by leveraging the creative in which the words â??Kabbadiâ?? used by the players in a popular local sport got replaced with the word â??CONDOMâ??. We got editorials in Newspapers and radio anchors to report a fictitious tournament in which the players used the word â??CONDOMâ?? instead of â??Kabbadiâ??. This acted as a lead-in to a debate asking consumers for their opinion about saying the word â??CONDOMâ?? in public In the third leg, we then targeted the consumerâ?Ts craze for having ringtones on the mobile phones. The audaciousness of this ring tone generated huge PR and WOM again around condoms. We bombarded the consumer with â??in your faceâ?? or rather â??in your mouthâ?? advertising at its best. Insights, Strategy and the Idea: THE MARKETING CHALLENGE: Getting consumers to accept â??CONDOMSâ?? as a personal care product & increase the use of condoms, in a country like India where condom usage is abysmally low (15-20%) and anything associated with â??sexâ?? is taboo in public, the word â??CONDOMâ?? is anathema - THE CONSUMER INSIGHT: Unless one can say the word â??CONDOMâ?? aloud in public without hesitation, one will never be able to go to a pharmacy and ask for a â??CONDOMâ??; THE VALIDATION: Quantitative and qualitative research done by the AIDS foundation showed that consumers tend to be far less inhibited about using condoms, if they have overcome the barrier of being able to talk about it. THE COMMUNICATION OBJECTIVE: To engineer acceptability for condoms, we hence decided to create â??Say-CONDOM-aloudâ?? scenarios in media where the consumer had to say the word â??CONDOMâ?? aloud and thereafter start a discussion about condoms.

DANCE

Type of Entry: Use of Mixed Media Category: Use of Mixed Media Title: DANCE Advertiser/Client: T-MOBILE Product/Service: T-MOBILE Entrant Company: MEDIACOM London, UNITED KINGDOM Advertising Agency: SAATCHI & SAATCHI London, UNITED KINGDOM 2nd Advertising Agency: FREUD COMMUNICATIONS London, UNITED KINGDOM Media Agency: MEDIACOM London, UNITED KINGDOM Creative Credits Name Company Position Anna Berry Mediacom Associate Director Stephen Ward Mediacom Media Manager Results and Effectiveness: Handset sales went up 22% during launch week Store footfall in January was the highest ever for T-Mobile Retargeting people whoâ?Td seen the brand ad online with a sales message improved response by a factor of three The viral nature of the dance content ensured that over 10m people viewed online Search volumes on â??T-Mobileâ?? went up by 38% during the campaign Our YouTube channel had more subscribers than any other in January Creative Execution: T-Mobileâ?Ts new brand positioning is â??Lifeâ?Ts For Sharingâ??, based on the insight that the mobile phone helps us share the unexpected things that happen to us everyday with our friends and family. We needed to launch this idea to a broad target audience, with a specific requirement to drive word-of-mouth about T-Mobile. Our strategy centred on creating highly-talkable content, building a community around the content, and making it easily shareable using digital and social networks. The agency team created a dance event that would give commuters something unexpected to participate in and share, and which would make great content that a much wider audience would want to share with their friends. We then used a combination of broadcast and on-line, editorial and advertising, to ensure that millions of people joined in with the sharing, creating a genuine word-of-mouth phenomenon. Insights, Strategy and the Idea: T-Mobileâ?Ts new brand positioning is â??Lifeâ?Ts For Sharingâ??, based on the insight that the mobile phone helps us share the unexpected things that happen to us everyday with our friends and family. We needed to launch this idea to a broad target audience, with a specific requirement to drive word-of-mouth about T-Mobile. Our strategy centred on creating highly-talkable content, building a community around the content, and making it easily shareable using digital and social networks. The agency team created a dance event that would give commuters something unexpected to participate in and share, and which would make great content that a much wider audience would want to share with their friends. We then used a combination of broadcast and on-line, editorial and advertising, to ensure that millions of people joined in with the sharing, creating a genuine word-of-mouth phenomenon.

THE POWER OF NANO INNOVATIONS

Type of Entry: Use of Mixed Media Category: Use of Mixed Media Title: THE POWER OF NANO INNOVATIONS Advertiser/Client: TATA MOTORS Product/Service: TATA NANO CAR Entrant Company: LODESTAR UNIVERSAL Mumbai, INDIA Media Agency: LODESTAR UNIVERSAL Mumbai, INDIA Creative Credits Name Company Position Shashi Sinha Lodestar Universal Ceo Nandini Dias Lodestar Universal Coo Deepak Netram Lodestar Universal Gm Habeeb Nizamudin Lodestar Universal Gm Himanshu Phutela Lodestar Universal Media Supervisor Naresh Batra Lodestar Universal Media Supervisor Swaroop Bhat Lodestar Universal Executive Ramya Gunaseelan Lodestar Universal Executive Anshoo Jain Lodestar Universal Executive Irfan Shaikh Lodestar Universal Executive Harsh Vora Lodestar Universal Mngmt Trainee Bhagwan Das Lodestar Universal Manager Chandrujit Datta Lodestar Universal Sr. Executive Results and Effectiveness: 3. Results and Effectiveness The Nanovations were carried out on 35 Publications, 380 Editions, 41 Radio Stations and 80 TV Channels ï'§ In a recessionary market a record 500,000 bookings in just 2 weeks. ï'§ 5.4 million People visited the carâ?Ts official website within 24 hours of the launch. ï'§ Headlines in newspapers began using â??Nanoâ?T as an adjective. ï'§ There were editorials on the â??Nano effectâ??. ï'§ The Nano got unprecedented PR coverage. ï'§ Marketers launched products on the Nano theme. Creative Execution: 2. Creative Execution â??â??Leveraging and creating content that could communicate the Nano essenceâ?Tâ?T Print: ï'§ We renamed â??News in Briefâ?T columns as Nano News. ï'§ Mini trivia columns were renamed Nano Corners. ï'§ For the first time ever, legendary cartoonist R.K. Laxman created a special Nano Cartoon in the nationâ?Ts largest daily on launch day. Television: ï'§ Instead of conventional television spots, we had Nano Ads popping up on TV content. ï'§ We deliberately created TV breaks of shorter duration called Nano Breaks. Radio: ï'§ Small breaks were called Nano Breaks, neighboring weekend getaways became Nano Destinations, and commuting shortcuts became Nano Smart Routes. Unconventional Media: ï'§ For the first time, small butter packs from Amul, Asiaâ?Ts largest food brand, were renamed as Nano Butter Packs. ï'§ And compact cellular phones were rebranded as Nano Phones. Insights, Strategy and the Idea: 1. Insights, Strategy and the Idea In 2004, the nation was promised a dream â?" a US $ 2000 car .This dream did transform into reality in 2009 but by now four long years had passed and the initial excitement had naturally waned. So, the challenge was to infuse excitement in the brand and make the launch really successful. Insight: In the consumerâ?Ts mind Nano was synonymous with small and compact. In media, we knew that consumerâ?Ts attention span is low and compact formats are preferred. Strategy and Idea: We would capture Nanoâ?Ts positioning of COMPACT, TOPICAL and FUN in media. We would identify spaces which told a story in short, compact units. This led us to create NANOVATIONS, a series of small yet powerful innovations that would bring alive the Nano experience. Thus, we conceptualized a revolutionary media idea, breaking the conventional auto grammar of large sizes and lifestyle ads.

PIMP MY KETTLE

Type of Entry: Product & Service Category: Fast Moving Consumer Goods Title: PIMP MY KETTLE Advertiser/Client: SAN REMO Product/Service: FANTASTIC NOODLE CUPS Entrant Company: OMD Sydney, AUSTRALIA Media Agency: OMD Sydney, AUSTRALIA Creative Credits Name Company Position Joanne Liddell OMD Fuse Sydney Director Sponsorships/Partnerships/Events Eb Yusuf OMD Fuse Sydney Senior Communications Manager Paula Briffa OMD Adelaide Account Manager Kim Boehm Clemenger Adelaide Managing Director Greg Knagge Clemenger Adelaide Creative Director Geoff Robertson Clemenger Adelaide Senior Art Director Matt O'grady Clemenger Adelaide Copywriter Adam Johnson Clemenger Adelaide Art Director Kirsty Allison Clemenger Adelaide Producer Judi Oehme Clemenger Adelaide Producer Chris Mcardle Clemenger Adelaide Manager/Strategy/Client Services Simon Dick Clemenger Adelaide Web Designer Ashley Coleman Clemenger Adelaide Web Designer Rob Mcintyre Clemenger Adelaide Web Designer Nic Noben Clemenger Adelaide Technical Lead Julie Robuck Clemenger Adelaide Account Manager Results and Effectiveness: There were over 40,000 unique visits to the Pimp My Kettle interactive website. Tracking research showed strong lifts in awareness, brand preference, intent to purchase and best tasting noodles scores and nearly half of our target audience said they had seen the campaign. Most importantly, sales throughout the campaign period were up by 34%. Creative Execution: We developed a campaign called â??Pimp My Kettleâ?T. This was a parody of the MTV programme â??Pimp My Rideâ?T, but instead of cars, it was kettles. The campaign had many touch points including interstitials and in programme content on MTV, a website, radio, outdoor, magazine, street press, PR and a sampling programme featuring a pimped up van that toured Australia. The website featured kettles that had been â??pimpedâ?T by well known cult artists, such as Ben Frost and celebrities, such as Harry Kewell. As part of our MTV negotiations, an event was held at the MTV Gallery, Sydney. On the night, we held an auction of the pimped celebrity kettles to raise funds for the Youth Off the Streets charity. Our celebrity â??pimpersâ?T and some lucky consumers attended the event which was a PR success. During the campaign, we also ran 2 national sales promotions featuring â??pimpedâ?T up prizes. Insights, Strategy and the Idea: The Cup Noodle market is keenly contested by a few major players â?" one of which is Fantastic. Whilst Fantastic is a strong player, the category is very susceptible to price promotion. Our campaign objectives were to drive sales and, in doing so, create a stronger franchise for the Fantastic brand to make it less vulnerable to price promotional activity by competitor brands. The key strategic leap was a decision to shift the target to Fantasticâ?Ts end consumer (Generation Y males) rather than Female Main Grocery Buyers (who for the most part, buy the product). After spending some time talking to our target audience, they told us that life is too much fun to take everything seriously â?" especially cup noodles. We decided that the best approach to this campaign was, to use the technical term, â??take the pissâ??.

â??ROOTSâ?? CANNED COFFEE BOOK

Type of Entry: Product & Service Category: Fast Moving Consumer Goods Title: â??ROOTSâ?? CANNED COFFEE BOOK Advertiser/Client: JAPAN TOBACCO Product/Service: CANNED COFFEE Entrant Company: DENTSU Tokyo, JAPAN Advertising Agency: DENTSU Tokyo, JAPAN Creative Credits Name Company Position Masumi Nakazawa Dentsu Executive Creative Director Yasutoshi Sumida/Masahiro Izuo/So Yamada Dentsu Creative Director Koji Kurosawa Japan Tobacco Creative Director Jumpei Iwata/Yosuke Murai Dentsu Copywriter Isshow Matsushiro/Shoko Kudo Dentsu Art Director Akihiro Sato/Makoto Kawakami Adbrain Designer Tomoko Shima Dentsu Producer Sadaaki Nomura/Keita Yamaguchi Dentsu Account Supervisor Teppei Eguchi Dentsu Media Planner Kei Sato/Akiko Hachiya/Ryo Tanaka/Takehito Shimmyo/Masaaki Uchida Japan Tobacco Advertiser's Supervisor Results and Effectiveness: The Roots book was big hit; a best seller in newspaper book rankings. The advertising series became a hot blog topic. During the campaign period, Roots achieved sales of 140 million cans. Creative Execution: The best ad space in Japanese newspapers, the bottom of the front page, by tradition is reserved for publishers to advertise books. So, to place an ad in this space, we published a Roots book, and created an ad for that book that also looks like a Roots ad. Altogether, 80 versions were created and run in 64 newspapers, totalling 470 million circulation of the ads. Bookstores where the book was sold were also utilized to advertise Roots canned coffee. Insights, Strategy and the Idea: When a pinch cannot be turned into an opportunity, â??Go With Roots!â?? By executing an extensive transit ad campaign that the target can sympathize with, the Roots canned coffee brand was reinforced in urban areas. The next objective had two requirements; use media that is effective in the morning, when canned coffee is purchased most, and execute with nationwide reach.

IT'S DEAD FRUITY!

Type of Entry: Product & Service Category: Fast Moving Consumer Goods Title: IT'S DEAD FRUITY! Advertiser/Client: VITASOY INTERNATIONAL HOLDINGS Product/Service: VITA JUICE Entrant Company: PHD HONG KONG, HONG KONG Advertising Agency: DDB WORLDWIDE Hong Kong, HONG KONG Media Agency: PHD HONG KONG, HONG KONG Creative Credits Name Company Position Cedric Lam PHD Hong Kong General Manager Kat Chan PHD Hong Kong Group Head Nick Hui PHD Hong Kong Senior Planner Stephenie Lee PHD Hong Kong Senior Buying Manager May Lau PHD Hong Kong Buying Supervisor Collie Yan PHD Hong Kong Digital Planner Ruth Lee DDB Hong Kong Chief Creative Officer Karen Wong DDB Hong Kong Creative Director Lik Ho DDB Hong Kong Associate Creative Director Chowpo Kong DDB Hong Kong Account Director Ringo Fai DDB Hong Kong Senior Account Executive Paul Chan DDB Hong Kong Creative Director Joe Chan DDB Hong Kong Senior Copy Writer Mathias Pares DDB Hong Kong Creative Director Claudia Wong DDB Hong Kong Art Director Arra Tang DDB Hong Kong Assistant Art Director Oh Yee Lok DDB Hong Kong Senior Designer t

DESTAPADOS COPA

Type of Entry: Product & Service Category: Fast Moving Consumer Goods Title: DESTAPADOS COPA Advertiser/Client: COCA-COLA Product/Service: COCA-COLA Entrant Company: HAVAS SPORTS & ENTERTAINMENT Buenos Aires, ARGENTINA Media Agency: HAVAS SPORTS & ENTERTAINMENT Buenos Aires, ARGENTINA Creative Credits Name Company Position Martin Guirado Havas Sports & Entertainment Director General Carla Levy Havas Sports & Entertainment Directora Contenidos Juan Pablo Broens Havas Sports & Entertainment Director De Cuentas Sebastián Braude Havas Sports & Entertainment Creativo Sebastián Burecovics Havas Sports & Entertainment Creativo Juan Gusalli Havas Sports & Entertainment Creativo Leonardo Crocce Havas Sports & Entertainment Creativo Rodrigo Diaz Etchezahar Havas Sports & Entertainment Equipo De Cuentas Lucila Masia Havas Sports & Entertainment Equipo De Cuentas Laura Grivet Havas Sports & Entertainment Productor Agencia Diego Soraires Havas Sports & Entertainment Productor Deportivo Rodrigo Vivares Havas Sports & Entertainment Productor Deportivo Results and Effectiveness: We broke away from the football sponsorship clutter, scoring the ultimate connection between Coca-Cola, football and the fans. Fox Sports netted big ratings while Destapados aired and we achieved: â?¢ 10.6 million homes engaged â?¢ 100,000 site visits in just 8 weeks â?¢ +36,500 unique users â?¢ +8,000 SMS votes â?¢ +550,000 visits to football stadiums â?¢ Fox Sportsâ?T teen rating tripled â?¢ 10% increase in teen identification with Coke â?¢ 7% increase in awareness of Cokeâ?Ts association with football â?¢ 11 players recruited by professional clubs â?¢ Dream come true: Goalkeeper selected for National Football Team Creative Execution: Playing on footballâ?Ts emotional feelings we created â??Destapados Coca-Cola Cup,â?? a reality show giving 25 kids the chance to live as real players. Our multimedia campaign literally unearthed top talent (Destapados=unearthed) throughout Argentina. Participants practiced in the â??holiestâ?? of places: the Argentine Football Association (AFA), marking the first time the AFA opened its doors to the public, giving viewers their own once-in-a-lifetime opportunity. We recruited past champions and highly respected sport figures to host/coach the kids, including Diego Latorre, Gerardo Salorio and Leopoldo Luque. Big brands (Nike, Moviestar, LG, Bimbo, Terra) contributed with bespoke content. Our partnership with Fox Sports LatAm maximised program reach. The public connected with players through posts, blogs and program webcasts and voted for the â??Coca-Cola Player,â?? who won a trip to the 2010 South African World Cup with the National team. Home viewers were entered into a raffle for tickets to watch the Argentine team. Insights, Strategy and the Idea: The Coca-Cola Cup was introduced five years ago and has become the most important inter-high school football tournament in Argentina, encompassing 18 regions, 480 schools and 7,600 students aged 13-15. For the sixth season, our goals were to: â?¢ Position Coca-Cola Cup as a chance for teenagers to achieve their dream of becoming a professional football player â?¢ Act on core message â??We All Speak Footballâ?? and move beyond schools to the whole of Argentina while strengthening the association between Coca-Cola and football Football is Argentinaâ?Ts national pastime: 46% of teenagers play sports with aspirations of becoming a professional football player, so we made Coca-Cola Cup the missing link between kids and the pro-soccer world. We partnered with key sponsors to expend the Cup and scouted every region of Argentina to find the best players, fuel their passion and communicate the value of a healthy lifestyle in an innovative way.

CHARLIE'S ROOM

Type of Entry: Product & Service Category: Fast Moving Consumer Goods Title: CHARLIE'S ROOM Advertiser/Client: KRAFT Product/Service: ROYAL GELATIN Entrant Company: JWT COSTA RICA San JosÃc, COSTA RICA Advertising Agency: JWT COSTA RICA San JosÃc, COSTA RICA Media Agency: STARCOM COSTA RICA San JosÃc, COSTA RICA Creative Credits Name Company Position Christian Caldwell Jwt Costa Rica Creative Director Alfredo Enciso Jwt Costa Rica Art Director Karolina Vilchez Jwt Costa Rica General Manager Cynthia Bonilla Jwt Costa Rica Account Director Daniel Pardomo Caramba Films Director Diego Lemos Caramba Films Producer Results and Effectiveness: The reality show was getting more popular and the site traffic increased to 600 visits per day. During the 3 months of the campaign, our website reached around 54,000 visits, the rating of the show RG Elements went high up and finally, Royal Gelatin sales rose up to 37%. Besides all that, we ended up creating the first Online Reality Show for kids in the country, and thus and direct communication line between our brand and the people. Creative Execution: The different chapters of this tale told the story of the magical adventure of two siblings, Charlie and Lucy, whom along with their toys will live an unforgettable experience we called Charlie's Room. In the room, seven different characters will live together, but as time goes by, they will have to nominate each other since one of them will have to leave the room. We created an alliance with the best-rated kids TV show in Costa Rica. There, we would broadcast long versions of our ads, plus the show hosts would present life in a real-size replica of Charlie's room. A website was created and kids would be able to see what was going on in the room 24 hours a day. They could also engage into online games with the characters of the room. Insights, Strategy and the Idea: In 2008, Kraft Foods wanted a commercial to reposition Royal Gelatin as a fun dessert, now that the brand was becoming boring and kids lately weren't asking for gelatin. So our goal was to reach that target through something that will move them into asking their parents for Royal Gelatin, and at the same time, defeat the Wii, kids TV shows and the whole bunch of toys they're usually surrounded with. It's when we decided we're not creating a commercial, but instead we'll give kids the entertainment no other food brand has ever given them.

FALLING IN LOVE AGAIN

Type of Entry: Product & Service Category: Fast Moving Consumer Goods Title: FALLING IN LOVE AGAIN Advertiser/Client: MARS Product/Service: CONFECTIONERY Entrant Company: STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES Media Agency: STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES Creative Credits Name Company Position Lama Al Khawaja Starcom Mediavest Group Dubai Media Supervisor Christina Charles Starcom Mediavest Group Dubai Associate Media Director Anneez Haiyoom Starcom Mediavest Group Dubai Managing Director Dubai Mark Hamilton Starcom Mediavest Group Mena Regional Planning Director Vinod Kumar Starcom Mediavest Group Dubai Media Supervisor Results and Effectiveness: Frequent users of Galaxy increased by 5% across the Gulf region, convincing an additional 1.1 million consumers to purchase 9+ bars of Galaxy chocolate. â?¢ Galaxy sales increased +6% â?¢ Ad awareness among our key Saudi Arabia target group (Women 20-44) increased by an impressive +16% (712,000 people) Over 4,300 Arabic women submitted poems, willing to read them on-air Galaxy became inextricably linked with passion and female self-expression for 7 million female viewers across the GCC Region Generated free editorial in regional Newspapers and Magazines to the value of USD$20,000 Creative Execution: Galaxy created a poetry segment within the MBC1 Morning Show. This was entitled â??Passion for Wordsâ?? to mirror Galaxyâ?Ts tagline, â??Pure Chocolate Passionâ??, and the show was branded in Galaxyâ?Ts colours, including the backdrops and TV set. Every time â??Passion for Wordsâ?? was mentioned, so was Galaxy; not only during the program, but also in the subsequent editorial features, news follow ups and prize giving. The Galaxy prize was perfectly designed to rekindle Arab womenâ?Ts love affair with the brand. Committed to letting women be women, Galaxy offered self-actualization through indulgence, with luxurious gifts like silk robes and scented candles. Galaxy also inspired self-expression by offering items like a Mac Laptop, a poetry book and calligraphic pens, not to mention the incredible publication opportunities presented by the program itself and the resulting editorial in leading magazines and newspapers. Insights, Strategy and the Idea: When Galaxy first hit the market consumers described it as â??seduction by chocolateâ?T. The brand inspired passion, creating an addiction that ensured its position as category leader. As with any love affair, the initial lust didnâ?Tt last. As the passion faded, Galaxy began to lose its positioning and market share. Our challenge, to reignite the lost passion between Arab women and Galaxy by reminding women of Galaxyâ?Ts integral role in their personal â??meâ?T time. Research provided insight into Arab womenâ?Ts need for self-expression: illustrated by numerous poetry blogs, where women use poetry to celebrate who they are as people and within society. Galaxyâ?Ts strategy was to create an outlet for female self-expression. Working with the leading Pan Arab TV station, we developed a Galaxy-branded segment inviting women to submit poems to be read on air â?" linking womenâ?Ts passion for self expression with their passion for Galaxy.

CLEAN THE COMMENTS

Type of Entry: Product & Service Category: Fast Moving Consumer Goods Title: CLEAN THE COMMENTS Advertiser/Client: SCHESTOWITZ Product/Service: COLGATE TOTAL PROFESSIONAL CLEAN Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL Advertising Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL Creative Credits Name Company Position Gideon Amichay Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Creative Director Eran Gefen Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Creative Director Lena Feldman Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Art Director Roy Cohen Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Copywriter Racheli Ben Avi Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Supervisor Adam Avnon Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Supervisor Dima Patt Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Flash Designer Rona Rozental Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Account Executive Shiran Chen Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Account Executive Michal Karny Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Account Executive Results and Effectiveness: The campaign message spread like wild fire: Over 2.000.000 unique surfers were exposed to the message and actively participated in cleaning the talkbacks. 29,163 different comments were cleaned. Creative Execution: Using a unique technology, we created an innovative banner which opened up on top of the comments and allowed surfers to white out the dirty words in the comments with toothpaste strips. After the cleaning the following message appeared: Colgate Total Professional Clean- keeps your mouth clean. Actually, the banners not only allowed surfers to clean the comments; In addition, the Colgate's toothpaste strips, which appeared in the talkbacks' headlines, acted as teasers and attracted other surfers to open the comments. As more comments were cleaned, more teasers were created and thus the surfers' activity widened our promotion. Insights, Strategy and the Idea: Colgate wanted to promote its new toothpaste, Colgate Total Professional Clean, via the internet. They asked us to emphasize the deep cleaning qualities of the toothpaste and to find a unique and special way to promote it. Internet comments (talkbacks) have become a part of the surfing culture all over the world and in our country millions of them are written each day. Often these comments include inappropriate and offensive words. Based on this insight we decided to help surfers avoid these words- we enabled them to clean up the comments!

HONDA LIVE AD

Type of Entry: Product & Service Category: Cars & Automotive Services Title: HONDA LIVE AD Advertiser/Client: HONDA Product/Service: HONDA ACCORD Entrant Company: STARCOM MEDIAVEST GROUP London, UNITED KINGDOM Advertising Agency: 4 CREATIVE London, UNITED KINGDOM Media Agency: STARCOM MEDIAVEST GROUP London, UNITED KINGDOM Creative Credits Name Company Position Jane Ollier Starcom Business Director Gavin Mcgrow Starcom Account Director Tom Tagholm 4 Creative Creative Director Tim Van Someren 4 Creative Director Dave Lewis 4 Creative Producer Keeley Pratt 4 Creative Senior Producer Results and Effectiveness: Desire for Accord â?" on Hondaâ?Ts brand tracker, â??desireâ?T leapt by a massive 38 points, more than double the clientâ?Ts target. Desire to view â?" 200,000 extra people tuned in purely to watch the ad! Desire to talk about - over Â?2m of PR was generated during the campaign. Desire to find out more â?" Honda had over 39,000 unique visitors to the DIWD blog prior to the event, with over 4,000 prospects generated. Post event, traffic to Hondaâ?Ts UK website was an enormous 400% higher than average! Desire to buy â?" over Â?1m of new Accord sales were generated in a single weekend. Creative Execution: The Honda philosophy is â??Difficult is Worth Doingâ?T (DIWD), therefore the media strategy had to deliver the brand philosophy in two ways: 1. Challenge the Audience â?" seed DIWD concept several weeks before the car was available in dealerships. 2. Reward the Audience â?" through an emotional pay-off for their hard work in the seeding stage. We kicked off with a series of unbranded communications to launch the concept of DIWD though large format outdoor, cryptic TV spots and optimised search driving the audience to the DIWD blog with a diary of a skydive. Unbranded print and TV ads, with skydiving cues, alluded to an event taking place on TV at 8.10pm, during the week of the event. The reward came with, the worldâ?Ts first ever 3-minute live ad featuring an 18 strong skydive team spelling H,O,N,D and A, in sequence, demonstrating the philosophy behind the new Accord â?" â??Difficult is Worth Doingâ?T. Insights, Strategy and the Idea: In May 2008, Honda launched the new Accord, the spearhead of their premium challenge to Audiâ?Ts A4 and BMWâ?Ts 3 series. From proprietary Honda research, we knew that desirability, rather than rationality, was the most influential factor on sales in this specific automotive sector. Unfortunately, Hondaâ?Ts are known for being reliable, well built and efficient, NOT desirable. To drive sales in this sector, we had to make the Accord appeal to the heart, not just the head. The target audience is a late 30s VW Golf/Audi A3 owner. They are ambitiously aspirational, with the emphasis on ambitious. Rather than fantasizing about their goals in life, they are not afraid of hard work and effort to get their desired results. They need to be challenged and rewarded for their hard work and effort.

YOU CREATE THE CAR

Type of Entry: Product & Service Category: Cars & Automotive Services Title: YOU CREATE THE CAR Advertiser/Client: PEUGEOT MOTORS COMPANY Product/Service: PEUGEOT Entrant Company: OMD UK London, UNITED KINGDOM Media Agency: OMD UK London, UNITED KINGDOM Creative Credits Name Company Position Garrett O' Reilly Omd Uk Communications Planning Manager Tom Darlington Omd Uk Communications Planner Anthony Mouskoundi Bauer Media Group Account Director Sheree Blades Bauer Media Strategy/Solutions Project Manager Eugenie Channell Elle Promotions Director Elena Buckland Elle Business Development Manager Andrew Wynd Omd Uk Press Manager Pauline Kho Omd Uk Digital Associate Director Ben Barker Omd Uk Head Of Radio Nadine Lloyd Omd Uk Associate Communications Planning Director Chrissie Deakin Omd Uk Associate Communications Planning Director Results and Effectiveness: This level of collaboration between a car manufacturer and media owners was unprecedented. 32,000 individuals helped design the ELLE 207CC car; a level of engagement six times bigger than any in ELLEâ?Ts history. 81% of readers considered it a stylish and fashionable car, twice that of competitors. Demand for the special edition led to the production quota being doubled. The 207CC was 2008â?Ts highest selling convertible car. The KISS 107 special edition increased 107 sales by 43% y-o-y in the month of its launch, and 9% overall, demonstrating the halo effect that co-created models have on the main models. Creative Execution: Finding the Partner for Co-creation, 107 sales data revealed buyers to be young, aspiring urban females. Music plays a role in their lives, offering inspiring social currency. Kiss FM was the perfect fit. With the 207CC, style is key. ELLE, as the home of fashion, offered the perfect opportunity to access style-conscious females. Making it Happen A year-long sponsorship of Kiss FMâ?Ts flagship shows saw promotions combined with updates on DJâ?Ts websites detailing the co-creation of the eagerly awaited 107 Kiss model. Personalisation and consumer involvement were taken even further on 207CC. ELLE identified Style Influencers across its platforms inviting them into the design process. Stimulus, including behind-the-scenes footage from London Fashion Week was provided, with readers asked to vote for their favourite to be used in new product development. By creating a bespoke couture 207CC, we delivered a true reflection of what todayâ?Ts car buyer wants. Insights, Strategy and the Idea: Peugeotâ?Ts core strength rests in the small car sector. Their flagship models sit at either end of the spectrum; the 107 is dynamic and economical whereas the 207CC is the aspirational convertible. The marketplace was commoditised with competitors launching 3 models per year and category media spend increasing 6% y-o-y. In this innovation-driven category and with no new product development, we needed to create news to fuel desire and breathe life back into Peugeot. Strategy: To address the commoditisation challenge, we looked to the fashion industry. Faced with the trend for â??affordable luxuryâ?T, brands realised that luxury is synonymous with scarcity. Moreover, they have small groups of highly influential loyalists who stimulate the masses to create trends. Idea: Create limited edition cars to trigger must-have desirability, and identify the 107 and 207CCâ?Ts Style Influencers, transforming them into advocates willing to amplify our message via their personal networks.

CEILING CINEMA

Type of Entry: Product & Service Category: Cars & Automotive Services Title: CEILING CINEMA Advertiser/Client: NISSAN CENTRE EUROPE Product/Service: NISSAN MICRA C+C CABRIO Entrant Company: TBWA\GERMANY Berlin, GERMANY Advertising Agency: TBWA\GERMANY DÃ?sseldorf, GERMANY Creative Credits Name Company Position Kai Röffen/Fabian Kirner TBWA\ Germany Creative Director AndrÃc Heinrichs/Sebastian Schnell TBWA\ Germany Art Director Michael Manke/Tobias Feige TBWA\ Germany Copywriter Paul Unger/Bernhard SchÃ?rmanns/Kirsten DÃ?mpelmann TBWA\ Germany Account Manager Alexander Langer TBWA\ Germany Agency Producer PiratesÂ?n Paradise Production Company Michael Manke Camera 3klang Gmbh Sound Design Martin SchÃ?tze 3klang Gmbh Sound Design Michel Jansen Nissan Center Europe Gmbh Marketing Manager Results and Effectiveness: An increase in Nissan Micra C+C test-drives by 19.2 %. Creative Execution: In order to get the right feeling of driving a convertible we went to a place where our audience was highly concentrated and in the right mood for an unseen commercial. A commercial that wasnâ?Tt just shown on the cinema screen but on the cinema ceiling. By doing so we were certain to deliver the right message at the right moment: "convertible-feeling for everyone!" Insights, Strategy and the Idea: Nissan required a regional tool in order to increase the number of testdrives for its NISSAN Micra C+C Convertible and by doing so increase the sales volume as well.

TAXI ROCKOLA CHEVROLET

Type of Entry: Product & Service Category: Cars & Automotive Services Title: TAXI ROCKOLA CHEVROLET Advertiser/Client: GENERAL MOTORS COLMOTORES Product/Service: TAXI 7:24 CHEVROLET Entrant Company: SANCHO BBDO COLOMBIA Bogotá, COLOMBIA Advertising Agency: SANCHO BBDO COLOMBIA Bogotá, COLOMBIA Creative Credits Name Company Position Hugo Corredor Sancho BBDO Vp Creative Director Giovanni MartÃ-nez Sancho BBDO Vp Creative Director AndrÃcs Norato Sancho BBDO Copywriter Claudia Murillo Sancho BBD0 Art Director Luis David Parra Sancho BBDO Copywriter Iván Gutierrez Sancho BBDO Art Director Leonardo Salgado Sancho BBDO Graphic Designer Carolina González Sancho BBDO Account Executive Jose Daniel LeÃ?n Sancho BBDO Account Executive Carlos Felipe Arango Sancho BBDO Account Manager Results and Effectiveness: The taxi drivers were so identified with the brand, that they looked at it again as a closer brand which generate's their trust. The perception of the taxi 7:24 improved so much with the campaign, that we achieved a 25% increase in sales. By December 2008, at the closure of the campaign, the monthly sales reached 52% more units than when we launched â??Taxi Rockolaâ??, and nearby competitors reduced theirs by 18% in the same period. We went from selling 289 units, to currently selling 403 units, for a total closure of the campaign with 2015 units sold. Creative Execution: The creative strategic solution was to convert the target into the main character of the campaign. Because of the target profile, radio became our principal media, however, media such as outdoor, ambient, print and TV allowed us to strengthen different moments of the campaign. Insights, Strategy and the Idea: We needed to regain the leadership that the Taxi 7:24 Chevrolet was losing a year ago on the market. The target are colombian taxi drivers who had begun to lose confidence in our brand and in our taxi 7:24 Chevrolet. If a taxi driver transports and talks with so many passengers daily, they should have lots of good stories to tell. We found a natural way to bring the brand to the target and make them feel fully identified with the communication.

TOKYO FASHION MAP

Type of Entry: Product & Service Category: Clothing, Footwear & Accessories Title: TOKYO FASHION MAP Advertiser/Client: UNIQLO CO Product/Service: VARIATED PARKA SERIES Entrant Company: DENTSU Tokyo, JAPAN Advertising Agency: DENTSU Tokyo, JAPAN Creative Credits Name Company Position Keiichi Higuchi Dentsu Planning Director Shinya Seino Dentsu Art Director Aki Kimura Dentsu Copywriter Kampei Baba Bascule Technical Director Megumi Kasuga Bascule Director Shinsaku Ogawa Dentsu Tec Agency Producer Kai Hikiji Dentsu Agency Producer Sozo Kikuchi Dentsu Agency Producer Osamu Kimura Dentsu Account Executive Takaharu Hatori Monsterâ?+ultra.inc Film Producer Sho Yamashita Monsterâ?+ultra.inc Production Manager Hironobu Ryo Bascule Assistant Designer Takayuki Watanabe Bascule Flash Developer Yoshikazu Iida Graffiti Magazines Flash Developer Shunji Suzuki Dentsu Magazine Editor Koichi Sawada Dentsu Executive Creative Director Kenji Shiratsuchi Dentsu Executive Planning Director Kentaro Katsube Fast Retailing Co. Client Supervisor Aoi Matsumoto Fast Retailing Co. Client Supervisor Minako Suzuki Fast Retailing Co. Client Supervisor Results and Effectiveness: Once released, the movies and snaps took the nation by storm. Comments of amazement filled numerous websites and our magazine sold out in many bookshops and convenience stores. In fact, these 1000 snapshots generated a parka sensation thatâ?Ts reaching from Tokyo across the nation. This effective promotional campaign more than doubled our parka sales over the last year. Creative Execution: Parka Relay Movie and Street Map link representative towns throughout Tokyo by having residents remove a UNIQLO parka and â??pass itâ?? to someone in the next town. Street Map shows the actual shooting locations of GPS-tagged snapshots. And all 1000 Street Snaps are printed in TOKYO FASHION with UNIQLO magazine, available in bookshops throughout Japan. Insights, Strategy and the Idea: Japanâ?Ts casual brand, UNIQLO, launched parkas worldwide in wide-ranging colours and styles to expand sales and offer unlimited parka coordination.

POWERFUL FAN

Type of Entry: Product & Service Category: Other Consumer Products (including Durable Goods) Title: POWERFUL FAN Advertiser/Client: MIDEA HOME APPLIANCE & ELECTRONICS Product/Service: ELECTRIC FAN Entrant Company: FIRSTELL COMMUNICATIONS SHANGHAI, CHINA Advertising Agency: FIRSTELL COMMUNICATIONS SHANGHAI, CHINA Creative Credits Name Company Position Murphy Chou Firstell Communications/Shanghai Chief Creative Officer Murphy Chou Firstell Communications/Shanghai Copywriter Mulder Shen Firstell Communications/Shanghai Art Director Levi Zhang Firstell Communications/Shanghai Copywriter Zoe Zhao Firstell Communications/Shanghai Art Director Eric Zhu Firstell Communications/Shanghai Art Director Tina Yao Firstell Communications/Shanghai National Media Buying Director Results and Effectiveness: Raised the sale volume up to three times higher than before. Creative Execution: The well-known Shanghai Haitong Building is marked with its wave design on the top. Our outdoor advertisement is placed outside the building, opposite to Shanghai Haitong. It looks like the powerful gust from a Midea electric fan has caused the wave design. Insights, Strategy and the Idea: The client dosen't have a huge budget for this product, but they want to create a huge effect for it. They want us to consider a non-traditional creative approach.

VEJA 40 YEARS

Type of Entry: Product & Service Category: Financial Products & Services Title: VEJA 40 YEARS Advertiser/Client: ITA� BANK Product/Service: BANK Entrant Company: AFRICA Sao Paulo, BRAZIL Advertising Agency: AFRICA Sao Paulo, BRAZIL Creative Credits Name Company Position Nizan Guanaes Africa President Luiz Fernando Vieira Africa Media VP Sergio Gordilho Africa Creative VP Marcio Santoro Africa Executive VP Zico Farina Africa Creative Director Paulo Coelho Africa Creative Director Fabio Freitas Africa Media Director Renata Brasil Africa Account Director Rodrigo Gandini Africa Media Director Cintia Hachiya Africa Account Director Antonio Jacinto Matias Itaú Bank Advertiser's VP Cristiane Magalh�es Itaú Bank Advertiser's Director Maria Fernanda La Regina Itaú Bank Advertiser's Director t

HUGE YELLOW DARTS

Type of Entry: Product & Service Category: Commercial Public Services Title: HUGE YELLOW DARTS Advertiser/Client: YELLOW PAGES GROUP Product/Service: YELLOW PAGES DIRECTORIES Entrant Company: COSSETTE MEDIA Toronto, CANADA Media Agency: COSSETTE MEDIA Toronto, CANADA Creative Credits Name Company Position Tim Beach Cossette Media Group Media Manager Sebastien Bergeron Cossette Group Account Director Marie-Helen Charest Cossette Account Supervisor Ed Lea Cossette Creative Results and Effectiveness: Yellowpages.ca unique visits increased +18% versus a year ago. Created huge buzz. Blogs popped up everywhere with people posting pictures of the darts. The local business owners that we partnered with loved the darts. Restaurant Manager: â??It was good, quite effective, quite eye catching â?" became part of the furniture of the patio, it was a great partnership, we were pleased by all. It drew people to the patio with great attention to the Dart.â?? Yellowpages even had other retail owners call them and request a dart. Won GOLD at prestigious Canadian Innovation awards show. Creative Execution: To tie in with the yp.ca site maps that depict yellow darts indentifying locations, we demonstrated this â??in real lifeâ?? by placing huge darts directly into local businesses. The type of business â??foundâ?? was written on the dartâ?Ts fin (ie. Music Store-Found). Each relevant location had a different execution strategy. Retail Stores â?" We used a â??location scoutâ?? (who normally scouts commercials) to find and secure certain stores. There were many challenges securing the store locations ie- after the store and building owners agreed, we had to get the proper engineer drawings prior to dart installation. Restaurant Patios â?" Positioned right on patios, darts appeared to have crashed directly into a real table. Parking Lots â?" We reserved spots for delivery vans with a dart smashed into the roof. The vans were labeled with actual local plumbers and flower shops. Insights, Strategy and the Idea: Yellowpages had three main goals for this campaign: increase usage, create buzz for the brand/service and excite current retail customers. We repositioned Yellowpages as â??The Find Engineâ?? to differentiate from â??search enginesâ??. The challenge: demonstrate this in a dramatic, relevant way. The icon developed to represent this was a huge yellow dart. We set out to insert Yellowpages wherever & whenever â??findingâ?? local businesses is required. When looking for businesses, consumers want to find what they are looking for efficiently. The dart demonstrates how Yellowpages helps consumers find exactly what theyâ?Tre looking for. The best way to dramatize the dart was to intersect consumers while they were at or near local businesses - deliver the message at a relevant time and place. The core of ypâ?Ts business is retail, so location was critically important. We used the retail channel by partnering with local businesses.