Cannes Lions 2009 - Бронзовые призеры в номинации Media Lions (1 часть)
AN APPRENTICE'S HEART
Type of Entry:
Use of Media
Category:
Best Use of Television
Title:
AN APPRENTICE'S HEART
Advertiser/Client:
UNILEVER
Product/Service:
BECEL
Entrant Company:
NEW CONTENT Sao Paolo, BRAZIL
Advertising Agency:
NEW CONTENT Sao Paolo, BRAZIL
Creative Credits
Name
Company
Position
Giovanni Rivetti
New Content
CEO
Roberto Feres
New Content
Creative VP
Raphael AlcГўntara
New Content
Account Director
Marcelo PГЎscoa
New Content
Creative Director
Results and Effectiveness:
It was an insightful look into the apprentices actual feelings, contributing to the perception viewers developed of their favorite participants.
The brand became an intrinsic part of the show, providing the audience with relevant, engaging new information.
It was an unprecedented partnership which added further drama and emotion to one of Brazilв?Ts hottest TV shows, therefore delivering Becelв?Ts core proposition in a truly powerful, entertaining way.
Creative Execution:
The international hit-show The Apprentice was about to launch its 5th Brazilian season, presented by Y&R's CEO Roberto Justus. The showв?Ts corporate environment was a perfect match for the brandв?Ts target, both technically and conceptually. The situations faced by the apprentices were a powerful illustration of the stressful routine experienced daily by Becelв?Ts consumers. The most intense of them all was also the showв?Ts dramatic peak: the board room. In order to integrate the brand to this highly emotional moment, we decided to bring a new dramatic element into the show. The leader of the team facing the board room would have his/her heart rate monitored live by Becel, providing presenter Roberto Justus with a new evaluating tool. Becel revealed the participantв?Ts ability to keep their cool under the kind of stressful situation the winning apprentice would have to face on a daily basis.
Insights, Strategy and the Idea:
In 2008, after several years away from mass media channels, Becel launched a campaign to promote brand awareness in the Brazilian market. The brand needed to find high-impact media partners to re-establish its positioning on consumersв?T minds: Love Your Heart. The idea was to make consumers stop and listen to the sound of their hearts, pay close attention to what their heartbeats had to say. The challenge was to find the perfect match for Becelв?Ts proposition: promote cholesterol control through healthier products. In consonance with what's been observed globally on the last decade, Reality TV has become an intrinsic part of the local media scenario. The most successful representatives of the genre are now a much anticipated event of the national cultural calendar. Besides the impressing audience rates, it is the talkability potential of this shows that create an amazing opportunity for generating awareness through truly creative, in-context product integration.
20 MILLION EXPERIENCES
Type of Entry:
Use of Media
Category:
Best Use of Television
Title:
20 MILLION EXPERIENCES
Advertiser/Client:
TATA SKY
Product/Service:
SATELLITE TELEVISION PROVIDER
Entrant Company:
MAXUS Mumbai, INDIA
Media Agency:
MAXUS Mumbai, INDIA
Creative Credits
Name
Company
Position
Anish Appukuttan
Maxus
Business Director
Venkatesh Kamath
Maxus
Media Manager
Dhara Ajmera
Maxus
Media Executive
Nikhil Iyer
Maxus
Media Executive
Vikash Modi
Maxus
Media Planner
Results and Effectiveness:
Brand awareness zoomed 23% ahead of the nearest competitor. The brand sold 10,000 units within the launch phase. Synovate Researchв?Ts independent study ranked Tata Sky+ amongst the top 5 campaigns for the month. It made media rethink conventional ways to deliver product experience. Whatв?Ts next? Test driving a car through your television?
Creative Execution:
In a crucial cricket match between India and England, when Indiaв?Ts star batsman was about to swing the ball, the match paused! Viewers were baffled. All they could see was a still batsman and a в??pause iconв?T. This was immediately followed by a band at the bottom of the screen mentioning- в??Even you can pause live television with Tata Sky+в?T for 10 seconds. And the match resumed.
This was a first in Indian television. We recreated this in three more National TV channels in three different genres.
This effort reached over a massive 20mn Indians in one go. Message was simple and impactful because it disrupted live content and explained a helpful feature. We focused on TV channels that had higher preference amongst the affluent class в?"Tata Sky+ prospects в?" through Neo Cricket, Sony, NewsX and MTV.
Insights, Strategy and the Idea:
Would you buy a cellphone that makes coffee? Not until you see how it works, right? Similarly Tata Sky+, a Direct to home service provider introduced a technologically advanced feature that lets one pause live television. But, No one knew how it worked. Since no other product offered this pause option in India before, believability of the feature was the core problem. Consumers needed to be convinced of the product.
Insight - Advertising informs you, experience convinces you.
Conventionally, one would demonstrate this feature through kiosks in malls. But due to its limited reach, we had to come up with another solution. We used television instead, and in a manner that would deliver maximum impact to millions of Indians. We would pick the most engrossing content, and do the impossible в?" pause it! в??The pauseв?T will become the content. That live sporting moment could wait while you take the important phonecall!
BOTELYA
Type of Entry:
Use of Media
Category:
Best Use of Cinema
Title:
BOTELYA
Advertiser/Client:
JOHNSON & JOHNSON
Product/Service:
JOHNSON'S BABY OIL
Entrant Company:
UNIVERSAL McCANN Makati City, THE PHILIPPINES
Media Agency:
UNIVERSAL McCANN Makati City, THE PHILIPPINES
Creative Credits
Name
Company
Position
Venus Navalta
Um
Managing Director
Alex Dan Tracderas
Johnson/Johnson
Marketing Manager
Kokoy Boncan
Um
Director Of Entertainment
Eugene Claravall
Um
Assistant Media Strategist
Am Sibayan
Um
Media Planner
Emmanuel Quindo Pas
Freelance
Screenwriter/Director
Ita Karo Karo
Johnson/Johnson
Brand Manager
Eloisa Matias
Gener8
Head Of Production
Rachel Titular
Global Visions
President/Project Director
Results and Effectiveness:
TNS study showed the campaign successfully communicated the importance of Touch Therapy (96%). Purchase intent (в??definitely will buyв??) reached almost 100% and actual pantry check recorded a high 58%.
In pre-campaign vs. post campaign results, frequency of daily multiple usages rocketed from 22% to 65%. Frequency of regular purchase shot from 82% to 97%. Usage occasions likewise increased from 17% to 40 for в??massaging babyв??; from 70% to 90% for в??before bathing babyв?? and from 20% to 51% for в??after babyв?Ts bath.в??
Johnsonв?Ts Baby Oilв?Ts market share increased from 86% to 93%, trial and conversion went up to 100%.
Creative Execution:
Even with such strong product awareness among Filipino women, we discovered that only 37% of Mums practiced infant massage. With this as our big opportunity we created a feature film around the story of an old bottle of Johnsonв?Ts Baby Oil that travelled across generations.
The film, в??Botelyaв?? (The Bottle) told the war-time story of a mother forced to give up her baby to save his life and her final act of love was touch therapy. As the movie unfolded and the bottle passed through many lives, touch therapy was woven in as a primary and timeless act of love from mother to child.
The story drew laughter and tears from Mums on the way to a happy ending. The movie became the centrepiece of a mobile в??festival of loveв?? event that toured communities engaging Mums with touch therapy demonstrations product samples, lectures, quizzes, even transport to attend the event.
Insights, Strategy and the Idea:
Johnsonв?Ts Baby Oil was a category leader with 86% volume share but there was growth potential. One of our productв?Ts frequent usage moments was just prior to a babyв?Ts bath time, but we saw great opportunity to expand the brandв?Ts usage to other parts of the day.
We wanted to tap into the extremely close emotional bond a mother has with her baby and we also targeted the idea of massaging, or touch therapy. One special insight was that traditional health messaging was not effective against this audience, but they loved TV dramas. Another was that Filipino mums live and share their lives as a community and they gather in groups constantly for support and friendship. They talk about general things - their lives, their families and what they have seen on TV. However, one of the most central aspects of these communities is the love and nurturing of babies.
CINEMESSENGER
Type of Entry:
Use of Media
Category:
Best Use of Cinema
Title:
CINEMESSENGER
Advertiser/Client:
MK2
Product/Service:
VIDEO-ON-DEMAND WEBSITE
Entrant Company:
GREY Paris, FRANCE
Advertising Agency:
GREY Paris, FRANCE
Creative Credits
Name
Company
Position
Andrea Stillacci
Callegari Berville Grey
Co-President - Chief Creative Officer
Jessica Not
Callegari Berville Grey
Commercial Director
Jeremie Bottiau
Callegari Berville Grey
Creative Group Head
Xuan Pham
Callegari Berville Grey
Flasher Developer
Raphael Ghisalberti
Callegari Berville Grey
Artistic Director
Constance Godard
Callegari Berville Grey
Copywriter
Sacha Adamon
Callegari Berville Grey
Tv Producer
Results and Effectiveness:
25 % growth in traffic on MK2.com.
Fast and Furious 4 reached # 1 at the French Box Office.
Microsoft made a vivid demonstration of the latest version of its MSN Messenger '09 reaching more than 500 000 people of its most difficult audience: 25-40 years old, grade AB.
The campaign has been relayed in more than 200 blogs.
Extensive coverage in French National Magazines and Television (Canal+, NRJ).
- The campaign has been relayed in more than 200 blogs. National Magazines and TV Channels like Canal + talked about it.
Creative Execution:
- In an unexpected collaboration between mk2, Microsoft and Universal pictures, cinema audiences viewing the в??Fast & Furious 4в?T trailer were surprised to see a large MSN messenger window appear on screen detailing a private conversation between the projectionist and his girlfriend.
During the dialogue, the projectionist has a hard time answering to his girlfriend because he is working and at that precise moment he is screening the trailers.
When the trailer ends, a new window appears with the line в??MK2VOD, Your computer and cinema become oneв??.
- The idea has been implemented with 4000 screenings over the course of two weeks at 58 MK2 cinemas nationwide.
Insights, Strategy and the Idea:
- In the French business of entertainment, Video On Demand is one of the most strategic opportunities (more than 60% of growth between 2007 and 2008).
Mk2, one of the largest cinema chains in France, wanted to promote its own service of VOD. As its distinctive positioning in the French cinema industry, MK2 was looking for an impactful idea that could generate traffic and purchases on their site (without any media buying).
-The target of MK2 is 20/40. MK2 is a real brand for them. Cool films, productions, DVD editions, animations. They always expect something new from the MK2 experience.
MIDAS TOUCH
Type of Entry:
Use of Media
Category:
Best Use of Radio
Title:
MIDAS TOUCH
Advertiser/Client:
NOKIA INDIA
Product/Service:
NOKIA 5800 XPRESSMUSIC
Entrant Company:
MAXUS INDIA Gurgaon, INDIA
Media Agency:
MAXUS INDIA Gurgaon, INDIA
Creative Credits
Name
Company
Position
Kingshuk Mitra
Maxus Delhi
Business Director
Akhil Padman
Maxus Delhi
Group Head
Mausumi Kar
Maxus Delhi
GM
Results and Effectiveness:
Nokia 5800 XpressMusic station had close to 10000 Radio Jockeys (RJ) every time it went live i.e. every Saturday between 5-9 PM. Conventionally, a radio station has one or two RJs but the whole process of experiencing the product transformed everyone into a RJ as they played their own songs. There were 55000 brand demos with 6000 people registering to buy the phone. There were 10.1 million listeners who were a part of this station. This created a perfect rendition of the brand proposition of Touch Play Share.
Creative Execution:
Radio Station loaded on to Nokia 5800:- For the first time ever, the whole programming of the Radio Station was loaded onto a huge live touch screen replica of the Nokia 5800 XpressMusic. The radio station was transported from the studio to the fingers of its listeners. The listeners were asked to come to a mall on a specific time every Saturday for five weeks. They were pleasantly surprised to find that their radio station had transformed into a touch screen replica of Nokia 5800. The music playlist of the radio station was touched & altered by the listeners themselves. Any song they touched went live on-air on radio signifying the POWER of TOUCH. People who couldnв?Tt make it to the venue would call up the station and ask their acquaintances to touch a song on their behalf. The phone was also displayed at the Nokia XpressMusic station.
Insights, Strategy and the Idea:
Nokia recreates the famous в??Midas Touchв??:- Nokia launched 5800 XpressMusic which rode on the в??Touch, Play, Shareв?? platform of Music. The brand wanted to position itself among the youth as a premium music device, emphasizing the в??POWER OF TOUCHв??. The key insight was that every single youth today is like King Midas. He wants to change everything around him; as per his wish. Midas was a King who wished that everything he touched changed into gold; he truly symbolized the POWER of TOUCH. What if a brand granted youth the в??Power of Touchв??? Nokia 5800 XpressMusic recreated the famous Midas Touch. It gave youth the power to change the music programming of his favorite radio station by a mere TOUCH. The idea was to let youth run their favorite station, as they wished & share this feeling of change with millions of other listeners.
DOUBT
Type of Entry:
Use of Media
Category:
Best Use of Radio
Title:
DOUBT
Advertiser/Client:
THE AIDS TASK FORCE
Product/Service:
INTERNATIONAL AIDS DAY
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
Chief Creative Officer
Tzur Golan
Shalmor Avnon Amichay/Y/R Interactive Tel Aviv
Executive Creative Director
Amit Gal
Shalmor Avnon Amichay/Y/R Interactive Tel Aviv
Group Creative Director
Geva Kochba
Shalmor Avnon Amichay/Y/R Interactive Tel Aviv
Copywirter
Ran Cori
Shalmor Avnon Amichay/Y/R Interactive Tel Aviv
Art Director
Adam Avnon
Shalmor Avnon Amichay/Y/R Interactive Tel Aviv
Account Executive
Shiran Chen
Shalmor Avnon Amichay/Y/R Interactive Tel Aviv
Account Supervisor
Results and Effectiveness:
Results:
- 1 radio spot, aired 1day only, reached one third of the country's population.
- The event made headlines and was covered extensively by all radio stations, but also by TV news broadcasts, internet sites and daily papers
- The number of visitors to the Aids Task Force website increased by 56%. (Google Analytics)
- HIV testing increased by 41% making December 2008 the highest HIV test period ever.
Creative Execution:
The Creative Solution:
A Radio Event that was interactive and got listeners to act immediately.
On World Aids Day, December 1st, at 7:59 AM, the highest rating time of the day we made all radio stations in the country; simultaneously broadcast the same spot.
The spot presented "The little doubt", a character, born out of unprotected sex who nagged listeners directly to switch stations immediately. But no matter how many stations they switched, they could not escape.
Message:
Is the doubt bothering you?
Get a quick anonymous HIV test at the Israel Aids Task Force
and get rid of the doubt.
Insights, Strategy and the Idea:
Insight:
With new medical treatments available people were under the mistaken impression Aids no longer kills. Unprotected sex was rising as were the number of new HIV cases.
Objective: Mark the "International Aids Day", increase awareness to the dangers of unprotected sex and have more people get HIV tested.
Idea: Innovative use of Radio: Radio EVENT.
THE BULLETPROOF AD
Type of Entry:
Use of Media
Category:
Best Use of Magazines
Title:
THE BULLETPROOF AD
Advertiser/Client:
BMW
Product/Service:
BMW SECURITY X5
Entrant Company:
MAB Berlin, GERMANY
Advertising Agency:
MAB Berlin, GERMANY
Media Agency:
MEDIAPLUS AGENTURGRUPPE FГ?R INNOVATIVE MEDIA Munich, GERMANY
Creative Credits
Name
Company
Position
Ove Gley
MAB/Berlin
Creative Director
Nils Haseborg
MAB/Berlin
Creative Director
Tomas Tulinius
MAB/Berlin
Creative Director
Frederick Kober
MAB/Berlin
Art Director
Henning Gerstner
MAB/Berlin
Account Director
Christoph Erdmann
MAB/Berlin
Account Manager
Sebastian Sährig
MAB/Berlin
Project Manager
Vicky Liuri
MAB/Berlin
Agency Producer
Tobias Wasmuth
MAB/Berlin
Copywriter
Results and Effectiveness:
The ad was immediately noticed and discussed in magazines and on the internet.
Creative Execution:
What is the best way to show the benefits of an armoured vehicle? Simple в?" by shooting at it!
Some of the copies of a particular issue of German financial magazine Wertpapier came with a bullet hole through them. A real.45 ACP round containing an 11.45-millimetre slug was fired at the pages from a Colt M1911 pistol. The bullet went right through the magazine в?" until it hit the page carrying the ad for the BMW Security X5, where it seemingly just bounced off.
Insights, Strategy and the Idea:
BMW has been making armoured vehicles for over 30 years, and demand for these today is stronger than ever. The new BMW Security X5 is certified to offer class VR4 ballistic protection. To obtain this certification, the vehicle had to withstand around 650 rounds being fired at it в?" a test it passed with flying colours.
GIVE ME A THIRD CHANCE
Type of Entry:
Use of Media
Category:
Best Use of Magazines
Title:
GIVE ME A THIRD CHANCE
Advertiser/Client:
BANGKOK SCHOOL FOR THE BLIND
Product/Service:
SCHOOL FOR THE BLIND
Entrant Company:
PUBLICIS THAILAND Bangkok, THAILAND
Advertising Agency:
PUBLICIS THAILAND Bangkok, THAILAND
Creative Credits
Name
Company
Position
Kitti Chaiyaporn
Publicis Thailand
Executive Creative Director
Samakorn Lohachala
Publicis Thailand
Creative Group Head
Kitti Chaiyaporn
Publicis Thailand
Copywriter
Tasawan Denduangruedee
Publicis Thailand
Copywriter
Varalee Sangsomsap
Publicis Thailand
Copywriter
Somsong Sithisoongnern
Publicis Thailand
Art Director
Pongsak Sanitwongse Na Ayudhya
Publicis Thailand
Managing Director
Tasawan Denduangruedee
Publicis Thailand
Account Manager
Malee Sawatpratanchai
Publicis Thailand
Producer
Results and Effectiveness:
The campaign absolutely created a new frame of mind for people that paper can be reused not only twice but a third time! Hundreds of stacks of recycled papers from nationwide were given a third chance and donated to blind schools around the country, as an end result, not only was recycled paper given a third chance but there was also less cutting down of trees.
Creative Execution:
We came up with a campaign that brought recycled paper back to life once again. The campaign announced the line в??GIVE ME A THIRD CHANCEв?? through braille technic on a variety of press media that had already been used on both sides e.g. movie posters, traymats, brochures etc., portraying to the passer в?"by that these papers, even if they are already used both sides, are still blank papers for blind students.
Insights, Strategy and the Idea:
Itв?Ts common knowledge that when both sides of paper are used, the paper is no longer useful and will be go straight to the bin. The challenge is to re-educate people in the society that these papers still can be reused for a third time as learning materials for blind students.
SCRIBBLE
Type of Entry:
Use of Media
Category:
Best Use of Newspapers
Title:
SCRIBBLE
Advertiser/Client:
VW
Product/Service:
72 HOUR SALE
Entrant Company:
ACW GREY TEL AVIV, ISRAEL
Advertising Agency:
ACW GREY TEL AVIV, ISRAEL
Media Agency:
MEDIACOM ISRAEL Ramat Gan, ISRAEL
Creative Credits
Name
Company
Position
Yonatan Stirin
ACW - Grey Tel-Aviv
Copywriter/ Executive Creative Director
Uri Marek
ACW - Grey Tel-Aviv
Copywriter
Uri Marek
ACW - Grey Tel-Aviv
Art Director
Dani Brande
ACW - Grey Tel-Aviv
Client Manager
Daphna Gan
ACW - Grey Tel-Aviv
Supervisor
Eyal Rozenshtock
ACW - Grey Tel-Aviv
Gilad Kat
Mediacom
Media Manager
Results and Effectiveness:
The sales event was a huge success. VW's goal was to sell 800 cars, but in actual fact they sold over 2,000 cars within 72 hours. The success of the promotion received great PR with no charge and led to the extension of the special sale for an entire week.
Creative Execution:
In addition to the general mass media campaign, we used a unique media approach to help give an extra push. On the top area of the classified page we inserted a 'hand written' reminder - including a typical scribble made when checking that the pen is working - quoting, '72 hour sale, last day'. This note gave insightful and personal priority to a sale that couldn't be missed. The following page featured a general mass media ad about the special sales event.
Insights, Strategy and the Idea:
VW has initiated a special sales promotion, aimed at selling as many vehicles as possible in a 72 hour period. Due to the current economic situation it was decided to approach also those seeking luxury second-hand cars, and to inform them of this opportunity. The challenge was to find a unique way to stand out in the used-car ads in the newspaper.
WARM UP
Type of Entry:
Use of Media
Category:
Best Use of Outdoor
Title:
WARM UP
Advertiser/Client:
KRAFT
Product/Service:
STOVE TOP STUFFING
Entrant Company:
MEDIAVEST USA New York, USA
Media Agency:
MEDIAVEST USA New York, USA
Creative Credits
Name
Company
Position
Norm Chait
Mediavest
SVP/Director Of OOH
Drew Carter
Mediavest
Activation Associate Director
Kerry Henderson
Mediavest
SVP/Group Director
Robyn Gough
Mediavest
Associate Media Director
Mary Knight
Draft Fcb
Group Creative Director
Rob White
Draft Fcb
Copywriter
Chris Kloet
Draft Fcb
Art Director
Laurie Rubin
Draft Fcb
Photographer
Kimberly Nosalik
Draft Fcb
Producer
Carolyn Humbertson
Draft Fcb
Producer
Jennifer Rowland
Draft Fcb
Group Management Director
Cailen Corrigan
Draft Fcb
Account Executive
Ellen Thompson
Kraft
Brand Manager
John Marson
Kraft
Senior Media Planning Manager
Rob Sherlock
Draft Fcb
Chief Creative Officer
Results and Effectiveness:
The campaign drove a 7% increase in sales volume versus the same time period last year. Grateful consumers raved about Stove Top and the heated bus shelters.
Stove Topв?Ts bus shelter campaign was picked up by the New York Times, Fox Business Network, Advertsing Age, and all major Chicago media outlets, resulting in over 37.2 million media impressions. The campaign was featured in Advertising Ageв?Ts Top 5 Creative List for the week of 12/15 and was honoured as one of the New York Timesв?T best of 2008 marketing programs.
Creative Execution:
We created the first-ever heated bus shelter campaign. Stove Top installed heaters in 10 bus shelters in Chicago to bring consumers the gift of warmth during the cold winter. The heated bus shelters were placed in high-traffic commuter and shopping areas, creating a winter oasis for pedestrian traffic while also providing Brand visibility to vehicular traffic. While waiting for the bus ride home and thinking of their dinner plans, consumers were warmed by the bus shelter wrapped in Stove Top messaging.
We used sampling to further extend Stove Topв?Ts gift of warmth. Our brand ambassadors handed out New Stove Top Quick Cups near the heated bus shelters.
We activated a national PR campaign to spread the warmth that was happening in Chicago. We leveraged the news value of launching the first-ever ad-sponsored heated bus shelters in the United States to drive additional media exposure.
Insights, Strategy and the Idea:
Stove Top stuffing has been a classic American comfort food for decades. Our challenge was to keep consumersв?T love for Stove Top top-of-mind to drive sales volume during the key December sales period.
When the temperature plunges in the cold winter months, there is nothing better than coming home to the comfort and warmth of Stove Top stuffing. We needed to activate our small budget in a way that would give consumers the в??gift of warmthв?? on colds days and make Stove Top the hero.
THE SENSORY LIGHT BOX
Type of Entry:
Use of Media
Category:
Best Use of Outdoor
Title:
THE SENSORY LIGHT BOX
Advertiser/Client:
NIKON
Product/Service:
CAMERA
Entrant Company:
CHEIL WORLDWIDE Seoul, KOREA
Advertising Agency:
CHEIL WORLDWIDE Seoul, KOREA
Creative Credits
Name
Company
Position
Sungjoon Na
Cheil Worldwide
Art Director
Eunha Ko
Cheil Worldwide
Art Director
Kakyoun Park
Cheil Worldwide
Art Director
Hyesung Baik
Cheil Worldwide
Art Director
Yunyoung Huh
Cheil Worldwide
Copywriter
Bom Communications
Production
H Studio
Photographer
Results and Effectiveness:
Strengthen a positive brand image of the Nikon D700 and maximize sales among passersby of Sindorim Subway Station (five hundred thousand per day).
Creative Execution:
Seoul Sindorim Subway Station is one of the largest stations in Korea with daily passing population of five hundred thousand people.
An outdoor light box equipped with a motion detector was installed at the connecting passageway at the station, along with a red carpet leading to the Nikon shop located in the mall.
This interactive light box made people feel as though they became superstars walking down a red carpet for a luxurious award.
This experience has created a very special and unique brand image of the Nikon D700 and succeeded in triggering purchase intentions.
Insights, Strategy and the Idea:
The location was a multiplex electronics shopping mall where various brands compete.
Ideas were needed to create a differentiable brand image for the Nikon D700, starting from the entrance of the mall and eventually generating actual purchases.
THE LONGER THEY'RE HERE ...
Type of Entry:
Use of Media
Category:
Best Use of Outdoor
Title:
THE LONGER THEY'RE HERE ...
Advertiser/Client:
YOUTH OFF THE STREETS
Product/Service:
HOMELESSNESS CHARITY
Entrant Company:
LAVENDER* Sydney, AUSTRALIA
Advertising Agency:
LAVENDER* Sydney, AUSTRALIA
Creative Credits
Name
Company
Position
Simon Lee
Lavender*
Creative Director/Copywriter
Rua Perston
Lavender*
Art Director
Dom Hickey
Lavender*
Account Manager
Laila Takesh
Lavender*
Art Buyer
Leigh Butler
Lavender*
Production
Ben Rollison
Studio Go
Photographer
Rebecca James
Lavender*
Managing Director
Christopher Ostendorf
Youth Off The Streets
Corporate Partnerships Manager
Ina Mullin
Youth Off The Streets
Media/Communications Co-Ordinator
Results and Effectiveness:
The campaign ran in December 2008.
It attracted national press and radio and international online coverage.
During the campaign period, a total of AU$92,000 in donations was received - enough to provide hot meals to over 200 kids every night for six months.
Online donations increased by a massive 400%.
Creative Execution:
We created life size, die-cut street posters of children, printed on low-grade stock and featuring a URL and phone number for donations. We then carefully scouted and selected a variety of urban locations in which we were confident the posters would rapidly degenerate.
Our в??The longer theyв?Tre here ...в?? street posters were thus an un-ignorable metaphor for exactly what happens to children on the street. As time passed, they were sun-bleached and slightly ragged, then torn, defaced and abused. Then finally, after weeks of crying out for help, they were gone.
Insights, Strategy and the Idea:
There are over 100,000 children living on the streets in Australia. As the name suggests, Youth Off The Streets is a charity that supports these young Australians as they work to turn their lives around and overcome immense personal traumas such as neglect and physical, psychological and emotional abuse.
Our challenge was to increase awareness of youth-homelessness and prompt people to donate to Youth Off The Streets.
A series of disturbing proven facts were at the heart of the idea. In the words of Father Chris Reilly, founder of Youth Off The Streets: в??Once youв?Tre on the streets, youв?Tll be sexually assaulted within two or three days, youв?Tll be a drug addict within five days, and be dead before youв?Tre 21, if you donв?Tt get help.в?? Put simply, the longer a child is on the streets, the worse it gets.
LIVE TEXT INTERACTIVE POSTER
Type of Entry:
Use of Media
Category:
Best Use of Outdoor
Title:
LIVE TEXT INTERACTIVE POSTER
Advertiser/Client:
VIRGIN TRAINS
Product/Service:
VIRGIN TRAINS
Entrant Company:
ELVIS COMMUNICATIONS London, UNITED KINGDOM
Advertising Agency:
ELVIS COMMUNICATIONS London, UNITED KINGDOM
Media Agency:
MANNING GOTTLIEB OMD London, UNITED KINGDOM
Creative Credits
Name
Company
Position
John Treacy
Elvis Communications
Creative Director
Rick Kiesewetter
Elvis Communications
Head Of Copy
Alex Nibblet
Elvis Communications
Senior Account Manager
Jason Garfield
Elvis Communications
Flash Designer
Results and Effectiveness:
This was a brand building message.
Creative Execution:
Create an interactive poster on Europeв?Ts largest digital screen. The copywriter sat hidden from passers by with full view of the poster. He then typed in spontaneous lines direct onto the screen while moving the cursor, pointing at people, cars and buses around the poster. So it appeared that the poster actually talked to the audience, itв?Ts the first time that this space has been used in this way. These impromptu and personalised lines tied back into the quick journey time message. Headlines include pointing at a bus and saying, в??Weв?Tre faster than that number 45 bus,в?? or pointing to a young lad riding by on his bike and the poster saying, в??Weв?Tre faster than you mate.в??
Insights, Strategy and the Idea:
As part of the full campaign launch, this brief was to tell people about shorter journey times with Virgin Trains. To highlight the journey time between Liverpool and London of only 2 hours and 8 minutes.
TRILLION DOLLAR BILLBOARD
Type of Entry:
Use of Media
Category:
Best Use of Outdoor
Title:
TRILLION DOLLAR BILLBOARD
Advertiser/Client:
THE ZIMBABWEAN
Product/Service:
THE ZIMBABWEAN NEWSPAPER
Entrant Company:
TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA
Advertising Agency:
TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA
Creative Credits
Name
Company
Position
Damon Stapleton
TBWA
Executive Creative Director
Nicholas Hulley
TBWA
Creative Director
Raphael Basckin
TBWA
Copywriter
Shelley Smoller
TBWA
Art Director
Bruce Williamson
TBWA
Media Arts Director
Nadja Lossgott
TBWA
Art Director
Results and Effectiveness:
Overnight, trillions of dollars of Zimbabwean banknotes achieved what theyв?Td never been able to buy в?" real and meaningful advertising coverage.
Within hours, we were in the national press.
And a couple of days later, the campaign was on national television and radio.
And then the internet discovered it and it spread across the world. Soon we were on the New York Times site, Yahoo news, the Huffington Post and hundreds and hundreds of websites and blogs.
As the campaign continues, sales of The Zimbabwean continue to soar.
In the week of the roll-out alone, the website logged over 2 million hits.
More copies of The Zimbawean than ever are crossing the border into Zimbabwe.
We used Mugabeв?Ts own creation against him.
Creative Execution:
We developed a unique solution. One of the most eloquent symbols of Zimbabweв?Ts collapse is the Z$ trillion dollar note, a symptom of their world record inflation.
This money cannot buy anything, not a loaf of bread and certainly not any advertising.
But it can become the advertising. So, we turned the money into its own medium.
We took this useless currency and printed our messages all over it.
We made the worldв?Ts first billboards out of real money.
Insights, Strategy and the Idea:
Turning Money into a Medium
Our client, The Zimbabwean newspaper, has been driven into exile for reporting on how the Mugabe regime has rigged elections, crushed the opposition, caused poverty, disease and the total collapse of the economy. And now, having been exiled, the regime has slapped a 55% luxury import duty on the paper (as if freedom of speech is a luxury) that makes it unaffordable for the average Zimbabwean.
To get the paper into Zimbabwean hands, it needs to be subsidised, and our client can only do that by raising awareness and driving sales outside Zimbabwe.
KIT KAT MAIL 2009
Type of Entry:
Use of Media
Category:
Best Use of Ambient Media: Small Scale
Title:
KIT KAT MAIL 2009
Advertiser/Client:
NESTLГ% CONFECTIONERY
Product/Service:
KIT KAT
Entrant Company:
JWT JAPAN Tokyo, JAPAN
Advertising Agency:
JWT JAPAN Tokyo, JAPAN
Creative Credits
Name
Company
Position
Eisaku Sekihashi
JWT Japan
Senior Creative Director
Kiyoshi Usami
JWT Japan
Senior Account Planning Directo
Shizu Yamada
JWT Japan
Art Director
Midori Usui
JWT Japan
Copywriter
Yasuhiko Yuasa
JWT Japan
Account Director
Yuki Nakamura
JWT Japan
Account Executive
Naoya Takahashi
JWT Japan
Chief Producer
Maemi Kobayashi
JWT Japan
Producer
Prap Japan
PR
Results and Effectiveness:
Overnight, Kit Kat became available in an additional, competition-free 20,000 locations. Expanding the brand experience beyond students, to their friends and families, the campaign received PR coverage totaling more than US$11 million in free media. With this success, Kit Kat Mail is now the first and only outside product to become a permanent offering in Japan Post outlets. And by making the post office part of the experience, the popularity of the campaign has spread beyond exam takers, with Kit Kat Mail being delivered for all occasions, across all demographics and to every corner of the globe.
Creative Execution:
The beauty of our solution is its simplicity: use the Kit Kat package and the post office itself as ambient media. We created a special Kit Kat package anyone could write a message on and mail, and partnered with the newly privatized Japan Post в?" and Kit Kat Mail was born. In the first partnership of its kind, Japan Post became both a new, exclusive-to-Kit Kat sales channel, and for select outlets, an immersive part of the brand experience. In decorating key postal outlets in the theme of the campaign в?" in support of exam-taking students в?" not only the package, but the post office itself became media. We were able to give the brand a meaningful presence in an unexpected and unprecedented public space, and at the same time, make Japan Postв?Ts support for the campaign explicit, taking an already successful campaign to a whole new level.
Insights, Strategy and the Idea:
Kit Kat, when pronounced by Japanese, sounds like в??kitto katsuв?T which also means в??surely winв??. With this happy coincidence, and behind a successful, long-running campaign, Kit Kat has been established as a good luck charm for the most important day in a Japanese studentв?Ts life в?" university entrance exams в?" and thus a break from the stress of exam hell. The challenge this year, in order to continue the momentum of an already incredibly successful campaign, was to find a new, innovative and meaningful way to expand this brand experience beyond the student target of the last few years, increase the buzz for the campaign, and ensure shelf presence in one of the most competitive retail trade markets in the world.
We recognized the opening up of this conservative institution as a once-in-a-lifetime opportunity. So we approached the newly privatized Japan Post with a proposal to co-develop an entirely new postal product. This was the first time in history for such a collaboration.
GUERILLA GARBAGE
Type of Entry:
Use of Media
Category:
Best Use of Ambient Media: Small Scale
Title:
GUERILLA GARBAGE
Advertiser/Client:
IKEA
Product/Service:
2009 IKEA CATALOGUE
Entrant Company:
303 ADVERTISING Perth, AUSTRALIA
Advertising Agency:
303 ADVERTISING Perth, AUSTRALIA
Creative Credits
Name
Company
Position
Mark Fretten
303 Advertising
Creative
Richard Berney
303 Advertising
Creative
Lindsay Medalia
303 Advertising
Creative Director
Lee Vivian
303 Advertising
Account Manager
Angela Raso
303 Advertising
Media Planner
Alan Taylor
303 Advertising
Managing Director
Bene Hansen
Ikea
Marketing Manager
Laura Radovan
Ikea
External Communications Manager
Results and Effectiveness:
The Guerilla Garbage campaign ran throughout September, covering 28 suburbs in Fremantle, Joodalup, Melville, South Perth, Wanneroo, Cambridge and Victoria Park. Given the distribution of the stickers, we estimate they were visible to over 170,000 local residents (source ABS 2006 census). The entire campaign was executed for just AUS$1400 (less than a quarter of the cost of a single Super-8 site). Although no tracking data is available for the Guerilla Garbage element of the Change is Good campaign, the Perth IKEA store saw a 32.68% year-on-year increase in visitor numbers and a 42.8% year-on-year increase in sales during September.
Creative Execution:
Our creative strategic solution was simple: the junk that people were putting out on their verges was visual proof of what IKEA was telling them on TV and in press. Change is good. We worked out which suburbs were having their verge-side rubbish collection at the same time as the TV campaign was airing. We then targeted these suburbs with our Guerilla Garbage campaign. We printed over 600 Change is good stickers and placed them on discarded beds, wardrobes, sofas and other furniture put out by residents. The addition of this simple statement created hundreds of unique outdoor extensions to our TV and press campaign, highlighting the positive benefits of change in a highly visible and relevant way. People's natural curiosity and the imposing presence of the junk on the verge did the rest. The campaign was subsequently documented with images uploaded to the popular picture-sharing site, Flickr.
Insights, Strategy and the Idea:
IKEA Western Australia asked us to develop Outdoor to support the Change is Good television and press campaign weв?Td created to launch the 2009 IKEA catalogue. Throughout September 2008, over 1 million catalogues were being distributed to homes across the Perth metropolitan area. Whilst many people knew about the IKEA store offering, the communication challenge was to demonstrate how the simplest of changes in our homes can make a difference to the way we feel в?" thereby creating a real appetite for change. We saw an opportunity to take a highly-innovative approach to out-of-home by delivering IKEAв?Ts Change is good message via the medium of Perthв?Ts once-yearly verge-side household junk collection. Every year across Perth, local councils collect junk residents donв?Tt want, from the street verge in front of their houses. Our Guerilla Garbage campaign hijacked this to highlight the positives of change to IKEAв?Ts customers, directly outside their homes.
THE DRIVING FORCE
Type of Entry:
Use of Media
Category:
Best Use of Ambient Media: Small Scale
Title:
THE DRIVING FORCE
Advertiser/Client:
BRIDGESTONE NEW ZEALAND
Product/Service:
FIRESTONE TYRES
Entrant Company:
OMD NEW ZEALAND Auckland, NEW ZEALAND
Media Agency:
OMD NEW ZEALAND Auckland, NEW ZEALAND
Creative Credits
Name
Company
Position
Rebecca Houston
OMD
Director Strategy/Planning
Will Douglas
OMD
Senior Media Planner
Chloe Hardy
OMD
Media Planner/Buyer
Results and Effectiveness:
The goal:
Sell 10,000 caps, raising $20,000 over 2months.
The 10,000 caps sold out in only 8 days!
We managed to fly an additional 20,000 caps into New Zealand. These sold out in one month в?"26 days before the campaign was due to finish.
We raised $64,000 в?"3 times the original objective.
в??We were absolutely overwhelmed with the response we received. Never has any campaign driven traffic like this across our forecourts. This is certainly the most successful campaign that Firestone has done in the 12 years Iв?Tve worked for the organisation.в?? Marketing Director, Bridgestone/Firestone NZ.
Creative Execution:
We needed to find a fundraising item.
It had to be pink, the official Breast Cancer Foundation colour of support, and it had to be car-related directly linking the Firestone brand with the cause.
The creative idea was a pink tyre valve cap.
The в??capв?T became a badge of brand support and affinity attached directly onto the tyre.
We imported 10,000 pink caps from Japan. Consumers could purchase these either online or instore for $2 each with 100% of the proceeds going towards breast cancer prevention.
We turned cars into a new stand-alone 'small ambient' media channel for Firestone - for breast cancer awareness month and beyond.
Highly targeted womenв?Ts media connected Firestone to the pink caps allowing them to act as ongoing media exposure.
Insights, Strategy and the Idea:
It wonв?Tt come as any surprise that research showed women do not trust tyre dealers.
Not knowing their в??carburettor from their gear boxв?T many women feel that automotive services take advantage of this lack of knowledge to rip them off.
Yet with over 50% of women making their own tyre decision, the business opportunity for Firestone lay in converting this mistrust into a favourable brand relationship.
The male-lead creative agency developed a series of print ads, while the female-lead media agency challenged this convention believing that traditional advertising ran the risk of looking contrived в?" a male brand trying to seduce the ladies.
The strategy was to demonstrate empathy with women through actions not words, aligning the Firestone brand with a universal female cause, breast cancer awareness and prevention.
TAGS
Type of Entry:
Use of Media
Category:
Best Use of Ambient Media: Small Scale
Title:
TAGS
Advertiser/Client:
ARS HUMANO
Product/Service:
HEALTHCARE INSURANCE
Entrant Company:
PAGES BBDO Santo Domingo, DOMINICAN REPUBLIC
Advertising Agency:
PAGES BBDO Santo Domingo, DOMINICAN REPUBLIC
Media Agency:
OMD DOMINICANA Santo Domingo, DOMINICAN REPUBLIC
Creative Credits
Name
Company
Position
Rodolfo Borrell
PagГcs BBDO
Vp General Creative Director
Dilia Luna
PagГcs BBDO
Creative Director
Ezel Feliz
PagГcs BBDO
Copywriter
Esther MeriГ+o
PagГcs BBDO
Art Director
Belkis De La Cruz
OMD Dominicana
Media Director
Raysa Coste
PagГcs BBDO
Accounts Director
Yaneris PГcrez
PagГcs BBDO
Accounts Executive
Results and Effectiveness:
We didnв?Tt have the opportunity to check the amount of women that performed the self-evaluation, but we did measure the amount of breast scans performed on ARS Humano Affiliates: an increase in 42% in comparison to last year. The action stirred the media and created free press in TV and radio shows. During October and November the amount of affiliates grew by 16%. All were women.
Creative Execution:
It started with a strategic negotiation with major lingerie stores in the country. We placed a tag that looked like it came with the garment in every bra in their inventory of a quarter of a million. Due to the difference in size and designs, the bra is the only piece of clothing that women have to try out before buying, which made this the perfect moment to perform the self-evaluation breast exam. In order to try out the bra women had to remove the label, when they opened it they found 4 simple steps to perform the examination.
Insights, Strategy and the Idea:
For the 2008 plans the client wanted to attack breast cancer with an action to be executed on October 19th, the day dedicated internationally to this cause.В With a budget of approximately 5 thousand dollars the client asked for a campaign that promoted the self-evaluation test. The target audience was female across all the ages which were susceptible to breast cancer. The insight was based on the place and timing in which the activation took place. In order to try the piece of clothing you had to break and read the tag. All in the most ideal moment. Early cancer detection is the best way to save lives. The problem lies in the way in which past campaigns transmitted that message, because they never took into account the privacy and intimacy this simple process required. This one did.
THE ELUSIVE COASTER
Type of Entry:
Use of Media
Category:
Best Use of Ambient Media: Small Scale
Title:
THE ELUSIVE COASTER
Advertiser/Client:
SAB MILLER INDIA
Product/Service:
ANTI-DRINK DRIVING CAMPAIGN
Entrant Company:
OGILVY & MATHER Bangalore, INDIA
Advertising Agency:
OGILVY & MATHER Bangalore, INDIA
Creative Credits
Name
Company
Position
Piyush Pandey
Ogilvy And Mather
National Creative Director
Malvika Mehra
Ogilvy And Mather
Creative Director
Amit Akali
Ogilvy And Mather
Creative Director
Deepak Joshi
Ogilvy And Mather
Creative Director
Manoj Jacob
Ogilvy And Mather
Copywriter
C Ravikumar
Ogilvy And Mather
Art Director
Soju Varghese
Ogilvy And Mather
Account Supervisor
B S Srikanth
Ogilvy And Mather
Production
V Sundar
Ogilvy And Mather
Production
Results and Effectiveness:
The activity was conducted at over 40 pubs and night clubs and generated the desired word-of-mouth and buzz.
Effectively communicating the proposition at a place and time where the TG least expected it, but were most prone to receiving it.
Both consumers and establishments felt that this was by far the most fun and engaging communication to address the hazards of drinking and driving. As a result, many pubs and nightclubs have taken it upon themselves to provide cab services to their patrons.
Creative Execution:
We designed special coasters and mugs and distributed them across several Key accounts (Pubs, watering holes) for the activity. The coasters had pictures of cars and speed statistics on them while the mugs carried the simple message в??Drinking & Driving donв?Tt mixв??.
At first glance they seemed like normal coasters until the mugs were placed on them. When customers tried to place the mugs on the coasters, a strange thing happened; they were just unable to do so. The opposite polarities of the magnets concealed in both the coasters and the mugs were repelling each other.
Once the TG recovered from their initial surprise, they saw the message on the mug в??Drinking & Driving donв?Tt mixв??. The message, unlike most regular ads, was delivered at the point of consumption and more importantly just before the action which we were trying to influence: driving.
Insights, Strategy and the Idea:
Beer communication and consumption is viewed unfavorably by the Government and large sections of the general public in India. For e.g. in Gujarat, the state where Mahatma Gandhi was born, alcohol consumption is illegal even today.
To add to this, India was witnessing a resurgence of в??the moral brigadeв?T (those opposed to drinking due to moral reasons). A significant rise in the number of road accidents caused by drunken driving and the attendant media coverage (one accident involved a Bollywood celebrity) had brought the activities of Liquor companies under severe criticism.
It was against this backdrop that Fosterв?Ts, a popular brand that epitomized в??coolв?T for the youth, decided to lead the initiative of responsible drinking.
The objective: establish that drinking and driving donв?Tt mix and persuade people not to drive after drinking.
Our challenge: avoid being preachy, make people smile at the end of the message.
TRILLION DOLLAR FLYER
Type of Entry:
Use of Media
Category:
Best Use of Ambient Media: Small Scale
Title:
TRILLION DOLLAR FLYER
Advertiser/Client:
THE ZIMBABWEAN
Product/Service:
THE ZIMBABWEAN NEWSPAPER
Entrant Company:
TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA
Advertising Agency:
TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA
Creative Credits
Name
Company
Position
Damon Stapleton
TBWA
Executive Creative Director
Nicholas Hulley
TBWA
Creative Director
Raphael Basckin
TBWA
Copywriter
Shelley Smoller
TBWA
Art Director
Bruce Williamson
TBWA
Media Arts Director
Nadja Lossgott
TBWA
Art Director
Results and Effectiveness:
Overnight, trillions of dollars of Zimbabwean banknotes achieved what theyв?Td never been able to buy в?" real and meaningful advertising coverage.
Within hours, we were in the national press.
And a couple of days later, the campaign was on national television and radio.
And then the internet discovered it and it spread across the world. Soon we were on the New York Times site, Yahoo news, the Huffington Post and hundreds and hundreds of websites and blogs.
As the campaign continues, sales of The Zimbabwean continue to soar.
In the week of the roll-out alone, the website logged over 2 million hits.
More copies of The Zimbawean than ever are crossing the border into Zimbabwe.
We used Mugabeв?Ts own creation against him.
Creative Execution:
We developed a unique solution. One of the most eloquent symbols of Zimbabweв?Ts collapse is the Z$ trillion dollar note, a symptom of their world record inflation.
This money cannot buy anything, not a loaf of bread and certainly not any advertising.
But it can become the advertising. So, we turned the money into its own medium.
We took this useless currency and printed our messages all over it. We turned the notes into flyers by stamping our message on each note. In traffic, in malls, and wherever The Zimbabwean is sold we handed out these notes.
Insights, Strategy and the Idea:
Turning Money into a Medium
Our client, The Zimbabwean newspaper, has been driven into exile for reporting on how the Mugabe regime has rigged elections, crushed the opposition, caused poverty, disease and the total collapse of the economy. And now, having been exiled, the regime has slapped a 55% luxury import duty on the paper (as if freedom of speech is a luxury) that makes it unaffordable for the average Zimbabwean.
To get the paper into Zimbabwean hands, it needs to be subsidised, and our client can only do that by raising awareness and driving sales outside Zimbabwe.
CURRENCY
Type of Entry:
Use of Media
Category:
Best Use of Ambient Media: Small Scale
Title:
CURRENCY
Advertiser/Client:
IN GANDHI'S SHOES
Product/Service:
NON-PROFIT ORGANISATION
Entrant Company:
PUBLICIS INDIA Gurgaon, INDIA
Advertising Agency:
PUBLICIS INDIA Gurgaon, INDIA
Media Agency:
ZENITHOPTIMEDIA Gurgaon, INDIA
Creative Credits
Name
Company
Position
Emmanuel Upputuru
Publicis India
Chief Creative Officer
Shailendra Uniyal
In Gandhi's Shoes
Founder
Mohit Tomar
Publicis India
Creative Director
Ritu Sharda
Publicis India
Creative Director
Anindya Banerjee
Publicis India
Sr. Creative Director
Nitesh Shah
Publicis India
Creative Group Head
Jagjit Singh
Publicis India
Creative Group Head
Shikka Sud
Publicis India
Creative Group Head
Vivek Anand
Publicis India
Production Manager
Vaidehi Garigipati
Hanmer Ms/L
Associate Consultant
Satyajit Sen
Zenith Optimedia
Managing Director
Amitav Misra
Publicis India
Creative Group Head
Results and Effectiveness:
1. Over 300 shopkeepers have volunteered to take the idea forward by distributing the stickers to their customers.
2. The notes with Gandhi's message are in circulation.
3. Gandhi had started talking 61 years after he was killed.
4. The media has picked up the story and the idea is getting coverage in popular newspapers and television channels.
Gandhi is back in circulation.
Creative Execution:
Post-it notes in the shape of speech-blurbs were printed which had quotes of Gandhi.
Over 300 shopkeepers at Sarojini Nagar, New Delhi, a very crowded market where a bomb blast killed 53 people in 2005, have volunteered to distribute these to their customers. Every time they hand out change they stick a quote of Gandhi on the curency note and then give.
So every time the currency note exchanged hands, so will Gandhi's message.
Insights, Strategy and the Idea:
Use the largest circulated paper in the world!
In India, violence and crime are on the rise. India needs Gandhi's message of peace and non-violence, once again. And who better to spread the message than Gandhi himself.
Every Indian currency note has a picture of Gandhi on it. We decided to make Gandhi talk again by using this medium. We made post-its in the shape of speech blurbs which had Gandhi's quotes on it. People stuck these post-its next to Gandhi's picture on the note. So now every time the Indian currency note exchanges hands, so will Gandhi's messages.
ILLUMINA LA CITTГ? DI MILANO
Type of Entry:
Use of Media
Category:
Best Use of Ambient Media: Large Scale
Title:
ILLUMINA LA CITTГ? DI MILANO
Advertiser/Client:
COCA-COLA ITALY
Product/Service:
COCA-COLA
Entrant Company:
STARCOM ITALIA Milan, ITALY
Media Agency:
STARCOM ITALIA Milan, ITALY
Creative Credits
Name
Company
Position
Barbara Sala
Coca-Cola Italy
Connections Manager
Alessio Fattore
Starcom Italia
Strategic Director
Pietro Maestri
JWT Italia
Chief Creative Director
Bruno Bertelli
JWT Italia
Deputy Creative Director
Cristiana Boccassini
JWT Italia
Head of Art
Amedeo Pancella
JWT Italia
Art Director
Enrico Giraudi
JWT Italia
Client service director
David Pagnoni
JWT Italia
Account director
Paola Natellis
JWT Italia
Account Executive
Results and Effectiveness:
Even amongst the already sparkling Christmas decorations of the city, the tram had an extremely positive impact on passers-by and passengers. Immediate reactions captured on the spot clearly show the deep success that this initiative had in enhancing the overall Christmas atmosphere.
Also, due to its public component - as it involved local authorities and the support of their efforts in improving the life and aspect of the city - the action enjoyed a wide resonance and PR support, ranging from publicly expressed commendations from political personalities and the mayor, to press coverage, to word-of-mouth through the population of Milan.
Creative Execution:
In order to illuminate Milan, Coca-Cola has chosen an urban transport icon, the tram - also, supporting the public transport service as a mean of higher security in a traffic-intense part of the year.
Historic trams were converted into branded cable-cars of white light, spreading brilliance through the streets and serve as an iconic image for both the advertiser and the city.
The cars toured the central area of Milan, spreading its positive message with the further support of actual Santa Clauses on board, distributing branded Christmas gifts at every stop. The Coca-Cola logo was highlighted at the head of the car, associated with holiday wishes from the Municipality. Adding a signal of social responsibility, the project was also engineered using low energy technology.
The project was announced in a press conference that also featured prominent Italian political figures including a Minister and the Mayor of Milan.
Insights, Strategy and the Idea:
The 2008 campaign has a new claim "Light up Christmas with a Coca-Cola emotion". The challenge was to revitalize and further amplify "light up" communication code with innovative activations.
The insight that sparked the idea was drawn from the fact that media at the time was focusing on urban security concerns following an apparent wave of street crime. Dark winter streets were the symbol of this feeling - and large city administrations were putting a lot of effort into bringing light to their citizens. Coca-Cola could leverage this initiative and add joy and positivity to the initiative, by lighting up an urban vehicle (a tram) in the fashion of the traditional Coke Truck - which would navigate the streets at a peak moment in pedestrian traffic.
HALF PRICE
Type of Entry:
Use of Media
Category:
Best Use of Ambient Media: Large Scale
Title:
HALF PRICE
Advertiser/Client:
DAIMLER
Product/Service:
SMART
Entrant Company:
PONTO DE CRIAГ+Г?O SГ?o Paulo, BRAZIL
Advertising Agency:
PONTO DE CRIAГ+Г?O SГ?o Paulo, BRAZIL
Creative Credits
Name
Company
Position
Ana Paula Marques
Ponto De Criaçao
Creative Director
Bruno Cepollina
Ponto De Criaçao
Creative Director
Paulo Vasconcellos
Ponto De Criaçao
Copywriter
Renata Alcantara
Ponto De Criaçao
Art Director
Cristiano Correa
Ponto De Criaçao
Business Director
Betina Steinkopff
Ponto De Criaçao
Account Director
Richard Denami
Ponto De Criaçao
Producer
Cesar Lopes
Ponto De Criaçao
Planner
Ingrid Kokeny
Ponto De Criaçao
Media Director
Antonio Novaes
Daimler
Marketing Manager
Comercial/Cia
Tv Production Co
Results and Effectiveness:
Our results could not be calculated by the number of people that effectively took advantage of the promotion, but by the number of people impacted by the signs. The overall cost was low, even considering the subsided discounts, because there were very few smart cars on the streets when the campaign was launched. Not everybody took advantage of the promotion, but everyone saw the signs! We managed to communicate that smart occupies half the space of a regular car in 106 spots around Sao Paulo. An average of 25,000 clients was directly impacted per day in a moment when parking costs were a relevant issue. Traditional media would not offer the same impact and the same coverage with the same budget.
Creative Execution:
Without a budget large enough for traditional media, how could we communicate the carв?Ts main attribute, its space usage, to a great number of drivers? In Brazil, students, seniors and special card holders pay half-price tickets for cultural events. Following this trend, we created в??smart half-price.в?? More than a promotion, the idea was to create a buzz and give visibility to the carв?Ts greatest attribute: it occupies half the space of other cars. A partnership with a large chain of parking garages was established, and we placed signs at the entrances informing: в??smart pays half-price.в?? Parking spaces were split in half to show the exact dimensions of the car. In doing so, we created an alternative form of street communication disguised as a promotion. The concept of в??smart pays half priceв?? was later extended to toll booths, car washes, ferry boats and even to unregulated curbside valets.
Insights, Strategy and the Idea:
Our challenge was to launch the smart in SГ?o Paulo - a city dominated by cars, with a huge public transportation deficit - on a very modest budget. There were no minicars in Brazil, therefore, smart was bringing a new concept in space usage. Our target was people who are deeply interested in cultural and social life and for this reason prefer to live in large cities even if they have to face an everyday battle for parking spaces. For either work or leisure activities, finding a parking space is tough, and people usually park their cars on expensive parking lots scattered throughout the city. Our insight came from one of smartв?Ts major benefits, occupying little space and showing that this is a major advantage by appealing to the consumerв?Ts most sensitive side: the wallet.
THE CORAL CEMETERY
Type of Entry:
Use of Media
Category:
Best Use of Ambient Media: Large Scale
Title:
THE CORAL CEMETERY
Advertiser/Client:
THE GREEN PARTY
Product/Service:
RED CORAL REEF
Entrant Company:
SHIMONI FINKELSTEIN DRAFTFCB Tel Aviv, ISRAEL
Advertising Agency:
SHIMONI FINKELSTEIN DRAFTFCB Tel Aviv, ISRAEL
Creative Credits
Name
Company
Position
Kobi Barki
Shimoni Finkelstein Draftfcb
Executive Creative Director
Kobi Barki
Shimoni Finkelstein Draftfcb
Copywriter
Reuven Givati
Art Director
Results and Effectiveness:
By sign-posting the places where the coral had died we influenced reef visitors to take action and protect the areas where the coral was still living.
The story also reached the wider public and was featured on national cable and terrestrial TV news (HOT, Channel 1) and the local press.
By gaining extensive в??freeв?? media coverage, we succeeded in amplifying our message and putting the Reefв?Ts fate back on the nationв?Ts agenda.
Creative Execution:
Our strategy was to communicate to people at the actual time and place where the coral had died in order to create awareness of the destruction and their role in its fate.
We created an environmental installation of a в??coral cemeteryв?? consisting of 75 floating graves on the site of the Northern Red Sea beach. The graves carried the names of coral reefs that had died. The installation was created during the heavy tourist season targeting the short-term tourists who create the damage.
Insights, Strategy and the Idea:
The Red Sea Coral Reef is being killed at an alarming rate в?" 70% is dead.
The Green Party wanted to make the general public, especially reef tourists, aware of the alarming rate of destruction and the urgency of conservation.
Our insight is that many people fail to believe that so much of the coral is dead.
PIRACY
Type of Entry:
Use of Media
Category:
Best Use of Special Events and Stunt/Live Advertising
Title:
PIRACY
Advertiser/Client:
FOMPI/C. A. CINEMAS
Product/Service:
ANTI-PIRACY CAMPAIGN
Entrant Company:
LEO BURNETT GUATEMALA Guatemala City, GUATEMALA
Advertising Agency:
LEO BURNETT GUATEMALA Guatemala City, GUATEMALA
Media Agency:
STARCOM Guatemala City, GUATEMALA
Creative Credits
Name
Company
Position
Ivan Polanco
Leo Burnett Guatemala
Creative Director
Felipe Godoy
Leo Burnett Guatemala
Art Director
Aviu Polanco
Leo Burnett Guatemala
General Creative Director
Lucia Ponce
Starcom
Media Director
Results and Effectiveness:
We started in December with 300 movies. By the end of February we had produced and sold more than 3,000 using just the money people paid for their copies. The numbers are increasing every week, meaning that more people are being exposed to our message.
Meanwhile ticket sales are slowly increasing versus a year ago.
The word on the street about our movies has spread and now people are thinking twice before buying a pirated movie.
At the end, Pirated movies turned out to be the perfect media to go against pirated movies.
Creative Execution:
We developed a continuous live advertising: our own piracy resellers, and used PIRATED MOVIES AS THE MEDIA TO SPREAD OUR ANTI PIRACY MESSAGE. We sold our pirated movies for the usual price of $1. After a few minutes the movie was played, it jammed and our message appeared on the screen: You get, what you pay for. The money you paid for this movie will be used to produce more copies like this one. If you don't want this happening to you again, don't buy pirated movies.
Insights, Strategy and the Idea:
There are at least 1000 pirated movies resellers in our city. With pirated DVDв?Ts going for a third of the price of a movie ticket, Cinemas are losing big.
FOMPI--Fomento y ProtecciГ?n de la Propiedad Intelectual--, (Fund for the Protection of Intellectual Property) who represents the two biggest Cinema groups in the country, asked us to develop a new way to spread their message against buying pirated movies.
Карта рекламного рынка
