Year/ID: 2011 / H001G11 Group: H New or innovative Subgroup: H New or innovative
Product and services category: Fair Registrant: OGILVY & MATHER GMBH Country: AUSTRIA Brand name: Vienna Model Makers Fair Advertiser: Reed Messe Wien Advertising agency, city: Ogilvy and Mather, Vienna Art director: Renate Stoica, Heinz Ploder Copywriter: Michael Rittmannsberger Creative director: Gerd Schulte-Doeinghaus Director: Michael Rittmannsberger Production company: Michael Rittmannsberger Creative idea explanation: Objective: To promote the date and simultaneously generate interest in the upcoming Vienna Model-Makers Fair in the week before the event. There was no budget for a large advertising campaign. Concept / Implementation: Austria is one of the last countries that actually still has programme closedown. At the end of its regular progamme schedule, the Viennese channel W24 airs "Night Tracks", which shows outdoor stretches of the Viennese Tram and Underground network - and that with surprising popularity: Late every evening viewers are mesmerised by stretches of tracks, railway bridges and signals boxes. We decided to take advantage of this format and created a two minute film promoting the Model-Makers Fair to be aired on "Night Tracks". Results:Although no classical advertising was used to promote the 2010 Model-Makers Fair, the organisers recorded a 5% increase in visitor numbers on the previous year - and a new record visitor number for the Fair.
Year/ID: 2011 / H002G11 Group: H New or innovative Subgroup: H New or innovative
Product and services category: Public interest and awareness Registrant: AKCIÓ 360 REKLÁMÜGYNÖKSÉG KFT. Country: HUNGARY Brand name: WWF Advertiser: WWF Hungary Advertising agency, city: Akció 360, Budapest Art director: Attila Nyéki Copywriter: Attila Nyéki Creative director: Attila Nyéki Project manager: Akos Misinszki, Bernadett Samodai Director: Tamás Gács Production company: Umbrella Other credits: Alexa Antal, WWF
Creative idea explanation: We reached more than 280.000 people with only one leaflet and no media spending. We printed the leaflet, asked two volunteers, disguised as pandas, to stand at the ends of the escalator in a shopping mall. Volunteer no. 1. gave the leaflet to a consumer, volunteer no. 2. took it back after reading and gave it to someone heading for the opposite direction. And so on, the leaflet went round and round instead of landing in the trash. We shot a short video of the activity and sent it to journalists and bloggers. The message reached 285.142 people in two weeks without any money spent on the campaign.
Year/ID: 2011 / H004G11 Group: H New or innovative Subgroup: H New or innovative
Product and services category: Slovak Archery Club Registrant: JANDL MARKETING A REKLAMA S.R.O. Country: SLOVAK REPUBLIC Brand name: Slovenský lukostrelecký klub Advertising agency, city: JANDL, marketing a reklama s.r.o., Bratislava Art director: Alexis Blanco Copywriter: Eugen Suman Creative director: Pavel Fuksa Project manager: Rastislav Kuttner Creative idea explanation: Slovak Archery Club wanted to raise awareness of their archery lessons, butlacked the budget to do anything large scale. We used the statues from themost crowded areas in Bratislava to surprise passers-by and establish a directmental link to the archery courses. We placed real red apples on the heads ofthe statues. On the apples, a sticker invited people to visit sslk.sk, the archeryclub's website. When the first batch of apples disappeared, we delivered a newone. And so on, until the day passed. Slovak School Archery Club has reporteda significant increase in enquiries.
Year/ID: 2011 / H016G11 Group: H New or innovative Subgroup: H New or innovative
Product and services category: Amazonki - Stowarzyszenie Warszawa Centrum Registrant: EURO RSCG WARSAW Country: POLAND Brand name: Amazonki - Stowarzyszenie Warszawa Centrum Advertiser: Amazonki - Stowarzyszenie Warszawa Centrum Advertising agency, city: Euro RSCG Warsaw Art director: Rafał Ryś Copywriter: Magdalena Banasik Creative director: Jacek Szulecki Project manager: Agnieszka Wichracka Creative idea explanation: Most women know that self-examination can help diagnose breast cancer early. But many women don't know that a mammogram scan is the only way to be certain there are no dangerous lumps.To draw attention to this issue we came up with an original medium: a Store Security Tag Printed with the headline: "What a person can miss a machine will find".The tags were added to the bras by the shop assistant after a customer had bought them. The gate beeped what caught everyone's attention, but more importantly, it symbolized the reliability of a "machine" in detecting lumps.
Year/ID: 2011 / H019G11 Group: H New or innovative Subgroup: H New or innovative URL: www.adsoftheworld.com
Product and services category: Self Promo Registrant: MCCANN-ERICKSON BUDAPEST KFT. Country: HUNGARY Brand name: McCann Erickson Budapest Advertiser: McCann Erickson Budapest Advertising agency, city: McCann Erickson Budapest Art director: Péter Sári Copywriter: Viktor Mátyus, Zoltán Endrődi Creative director: Gábor Havasi Designer: Nikolett Pálinkás, Levente Csordás Project manager: András Kubicskó Creative idea explanation: Hungary is a small market and creative talents are limited in number and hard to recruit. We've been searching for 3 years for new people. The solution is to open to the world. Idea is to use the creatives' own playground (The Ads of the World website) in a creative way. So we have uploaded a teasing question, letter by letter, looking like individual ads. In this way the thumbnails of the separate ads could be read as one copy: "Wanna rule the world of ads?"As they click on the thumbnails the enlarged picture contains the now readable bodycopy: "We would be more than happy to give you an opportunity. [email protected]"
Year/ID: 2011 / H025G11 Group: H New or innovative Subgroup: H New or innovative
Product and services category: Corporate Registrant: BRUKETA & ŽINIĆ O.M. Country: CROATIA Brand name: Adris group Advertiser: Adris group Advertising agency, city: Brigada and Bruketa&Žinić OM, Zagreb Art director: Davor Bruketa, Nikola Žinić Copywriter: Ivan Čadež Creative director: Davor Bruketa, Nikola Žinić Project manager: Ivana Drvar Other credits: Damjan Geber (Brigada, Architect), Vesna Đurašin (Production Manager), Radovan Radičević (DTP)
Creative idea explanation: Inspired by the successful project Good ideas glow in the dark, the annual report of Adris Group that has won many awards, we planned and set up the pavilion of Adris at the Weekend Media Festival, the largest regional festival of media industry. We created a room in which, upon entering, the lights fade out and the only things that glow are the annual reports of Adris on shelves and tables.
Product and services category: Tobacco Registrant: BRUKETA & ŽINIĆ O.M. Country: CROATIA Brand name: Ronhill Advertiser: TDR Advertising agency, city: Brlog and Bruketa&Žinić OM, Zagreb Art director: Miran Tomičić, Neven Crljenak Copywriter: Ivan Čadež Creative director: Davor Bruketa, Nikola Žinić, Tin Kadoić Designer: Tanja Pružek impović Project manager: Ivana Drvar Other credits: Mario Lončarić (lead developer), Bruno Babić (backend developer), Mirko Sabljić (flash developer), Radovan Radičević (DTP)
Creative idea explanation: Ronhill Unlimited is the first interactive cigarette packaging in the world with QR code as a part of its design. Scanning the QR code takes you to a regional (ex-Yu) mobile web site where the user can find the nearest place where smoking is allowed by using the map that automatically shows his current location.Market situation: Because of the new act that prohibits smoking in public places, there is a lot less places where smoking is allowed.Solution: A cigarette packaging that tells you where is the nearest place you can have a smoke. Ronhill Unlimited contains a QR code on the back of its packaging that the user can scan with a mobile phone directing him to a regional mobile web page which is updated on daily basis. There the user can find the nearest place where smoking is allowed by using the map that automatically shows his current location. The user can also ad new locations him self.
Year/ID: 2011 / H027G11 Group: H New or innovative Subgroup: H New or innovative
Product and services category: Task Force on Human Trafficking Registrant: SHALMOR AVNON AMICHAY / Y&R INTERACTIVE TEL AVIV Country: ISRAEL Brand name: Atzum Advertising agency, city: Shalmor Avnon Amichay / Interactive Tel Aviv, Tel Aviv Art director: Dan Kashani, Gil Aviyam Copywriter: Sharon Refael, Oren Meir, Liron Ben Yakov Creative director: Yariv Twig, Roy Cohen, Sagi Blumberg Designer: Gilad Boby Photographer: Eyal Nevo, Uriel Sinai Director: Roy Shalem Production company: Production Company: Eyal Naor EXP Other credits: Chief Creative Officer: Gideon Amichay, Executive Creative Director: Tzur Golan, Executive Creative Director, Branding: Zeev Ravid, Executive Client Director: Tal Fishbain, Account Supervisor: Yael Yuz, Amichay Kattan, Account Manager: Lia Gat, Gadi Margulian, Head of Strategic Planning: Yoni Lahav, Planning Director: Vered Golan, Planner: Ayelet Esformes, Agency Producer: Marina Akilov, Shira Robas, Sigal Nugasy, PR: Daniella Ribenbach Communications, Anna Magin PR
Creative idea explanation: The Task Force on Human Trafficking wanted to gain support for a law regarding trafficking and prostitution in Israel, recruit the media and raise awareness. A branded store offered women for sale in one of the busiest shopping centers in Tel-Aviv. A minisite was created where users could "purchase" women. In addition, we collaborated with the comparison site, zap.co.il, and created a new category: "Women Comparisons". A catalog of the women was sent to all Parliament members. More than 100 countries covered the event. 22,738 people joined the petition.
Product and services category: Cellular Company Registrant: MCCANN ERICKSON ISRAEL Country: ISRAEL Brand name: Cellcom Advertiser: Cellcom Advertising agency, city: McCann Erickson, Tel Aviv Art director: Nir Hersztadt Copywriter: Tal Schweiger, Daniel Barak Project manager: Idan Samberg, Benyamin Atiya Programmer: Jonathan Bachman Other credits: Eldad Weinberger - VP Creative, Nir Refua - VP Creative Digital, Shira Porat - account suprvisor , Shira Cohen - account manager
Creative idea explanation: Israel has the highest amount of banner ads per person in the world. That's why when Cellcom asked us to promote "First Love", its branded content website with 150 teenagers' love stories, we needed to come up with a new way of making it noticeable to people online. To do that, we turned the URL address bar into our media, using it to present short love letters which in turn led viewers to the "First Love" website simply by pressing enter.
19-й международный фестиваль рекламы Golden Drum пройдет в Портороже в Словении, с 2 по 5 октября. За годы своего существования Golden Drum вышел на позиции одного из самых ожидаемых мероприятий для рекламистов со всего мира. Для многих фестиваль является самым важным и заметным обзором рекламного мира за год, превосходя в этом даже фестиваль Cannes Lions.