Product and services category: Kiasma Museum of Contemporary Art Registrant: HASAN & PARTNERS Country: FINLAND Brand name: Kiasma Advertiser: Kiasma Museum of Contemporary Art Advertising agency, city: hasan & partners, Helsinki Art director: Sanna Veijalainen, Ossi Honkanen Copywriter: Anu Niemonen, Eka Ruola Creative director: Eka Ruola Designer: Mikko Juhola Photographer: Kimmo Syväri Project manager: Pia Fri, Jussi Lindholm Production company: Piippunaakka Programmer: Joonas Kallioinen, Arttu Manninen Other credits: Chief creative officer: Ami Hasan, Ad assistants: Jutta Joutjärvi, Johanna Kulmalainen, Juha Liede, Client: Sanna-Mari Jäntti, Salla Virman, Leftandright: Kirsi Pärni
Media campaign idea explanation: Kiasma is the museum of contemporary art in Helsinki. During its history it has brought up all kind of emotions. Early in 2010 the new director was not convincing, one exhibition was cancelled and Kiasma's spending became an issue. We decided to use the debate for our advantage in our campaign. Make a better one yourself, then - campaign invited people to download their contemporary artworks to a web gallery. People voted their favorites on Facebook and the winner got his piece of art added to Kiasma's collection. We wanted to extend our target group and show that it is fun and easy to make, watch and comment contemporary art.
Product and services category: Quitter, a social media experiment about quitting smoking and getting rewarded Registrant: HASAN & PARTNERS Country: FINLAND Brand name: Quitter Advertiser: Cancer Society of Finland Advertising agency, city: hasan & partners, Helsinki Art director: Ossi Honkanen Copywriter: Timo Iivari Creative director: Eka Ruola Designer: Mikko Juhola Project manager: Antti Zetterberg Music: Miracle Sound, Timo Laru Production company: Sulake Dynamoid Other credits: client: Matti Rautalahti, Virve Laivisto, Cancer Society of Finland, Web developers: Hermanni Mäki, Henri Kuitunen, Sulake Dynamoid, Campaign manager: Antti Laakso, Sulake Dynamoid
Media campaign idea explanation: We needed to reach Finnish teenagers who smoke or are in danger of starting a habit. So we created a social media community that rewarded teenagers daily for engaging in anti-smoking information and chat. The basis of the community was compiled from previous campaigns social media data and user info. Also databases of previous promotional campaigns were utilized. Kids smoke because smoking offers them an instant reward: it makes them feel older and more attractive. So we created a mechanism they engage daily for instant gratification. We invited the target audience through electric direct mail to join a social media community Quitter. The daily anti-smoking questions and answers were presented by a-list celebrities. The credits the kids received every day for engaging were valid currency in the Quitter store offering them instant gratification for not smoking. The fashionable purchases demonstrated the profitability of non-smoking as the teenagers shared pictures of their rewards on their social media profiles.
Year/ID: 2011 / Q013G11 Group: Q Integrated communication campaigns Subgroup: Q Integrated communication campaigns
Product and services category: Ford Focus Registrant: OGILVY PRAGUE Country: CZECH REPUBLIC Brand name: Ford Advertising agency, city: Ogilvy, Wunderman, Mindshare, Prague Art director: Denis Dudek OM, Michal Mimra WUN Copywriter: Jakub Krčík OM, Martin Toman WUN Creative director: Tomáš Belko OM, Richard Stiebitz WUN Project manager: Michal Popelář WUN Media campaign idea explanation: In the category of middle class vehicles, the new Ford Focus offers the most advanced technological elements that help make driving and parking easier. Czech believe that they can do everything by themselves so we challenge them to do so. In the campaign, we have gradually shown what such handymen ideas look like and thereby stimulated interest in new technologies in cars. We then compared these absurd amateur ideas with advanced technologies of Ford, thus continuing to build the interest in the new Ford Focus.
Year/ID: 2011 / Q018G11 Group: Q Integrated communication campaigns Subgroup: Q Integrated communication campaigns
Product and services category: Telecommunication, Mobile internet MBB / Internet in the mobile phone Registrant: VCCP Country: CZECH REPUBLIC Brand name: O2, Telefónica Czech Republic, a.s. Advertiser: Telefónica Czech Republic, a.s. Advertising agency, city: VCCP Prague Art director: David Suda Copywriter: Ondrej Soucek Creative director: Dejan Stajberger Photographer: Petr Pechman Director of Photography: Mark Bliss Project manager: Dagmar Miksikova, Natalie Sahulova Music: Jack Milas, I see you Director: TWIN Production company: Dawson Productions - TVC, Film service - Photo Screenwriter: David Suda, Ondrej Soucek Media campaign idea explanation: Proposition: Your device will only work 100% on O2's Smart network. The execution shows devices that are literally transformed by the power of the Smart Network. Two executions were created for laptops and smartphones. Without the Smart Network devices are only as good as cardboard boxes. Once connected, they transform and come alive. Cardboard devices became the main campaign vehicle. These eye-catching elements enabled the campaign to love beyond tv and print media. Cardboard devices were used in store, PR as well as a traveling exhibition. They became symbol for the Smart Network.
Year/ID: 2011 / Q020G11 Group: Q Integrated communication campaigns Subgroup: Q Integrated communication campaigns URL: www.vitezna-vyzva.cz
Product and services category: Budweiser Budvar Registrant: KASPEN / JUNG V. MATT Country: CZECH REPUBLIC Brand name: Budweiser Budvar Advertiser: Budejovicky Budvar, national corporation Advertising agency, city: Kaspen / Jung von Matt a.s., Prague Art director: Tomas Vesely Copywriter: Daniel Fris Creative director: Lester Tullett Photographer: Hynek Alt Project manager: Lubos Jahoda Programmer: Massimo Filippi, s.r.o. Media campaign idea explanation: To connect Budvar as an ice hockey sponsor with the huge emotion behind this sport. Budwiesr Budvar helped the public to get personally involved in helping the national team to win the 2011 world cup in Bratislava. By personally challenging them, asking them what would they do if the Czech team won gold. These victory challenges were then delivered to the players to help them strive for victory.
Year/ID: 2011 / Q021G11 Group: Q Integrated communication campaigns Subgroup: Q Integrated communication campaigns
Product and services category: Wheat beer Registrant: ADELL TAIVAS OGILVY Country: LITHUANIA Brand name: UAB Svyturys-Utenos alus Advertiser: UAB Svyturys-Utenos alus Advertising agency, city: Adell Taivas Ogilvy, Vilnius Art director: Tomas Karpavicius Copywriter: Dominykas Zilenas Creative director: Galmantas Sasnauskas Designer: Kestutis Jankauskas Photographer: Cyclopes fotostudio Project manager: Jurga Kaasparaviciute Music: Roof sound Production company: Idee Fixe Media campaign idea explanation: Client: Utenos beer Audience: 22-30 years old, mainstream Task: New wheat beer launch Solution: To communicate 'Big Taste' of the new Utenos wheat beer, we launched it without any name, stating that "the new taste left us speechless". Buyers were encouraged to try the beer themselves and think of a name that best describes its taste. The best user-submitted name was chosen online. Since then, the beer was available with a new name, supported by a follow-up 'Thank you' campaign.
Year/ID: 2011 / Q035G11 Group: Q Integrated communication campaigns Subgroup: Q Integrated communication campaigns URL: www.brandprotectiongroup.com
Product and services category: Anti - counterfeit awareness campaign Registrant: LEO BURNETT MENA Country: LEBANON Brand name: Anti - Counterfeit Advertiser: Brand Protection Group Advertising agency, city: Beirut Art director: Tania Saleh (Associate CD), Nayla Baaklini Copywriter: Grace Kassab Creative director: Bechara Mouzannar (CCO), Areej Mahmoud Project manager: Nada Abi Saleh, Sarah Sakr, Misbah Natour Other credits: Patrick Honein (Digital Creative Director), Michael Chaftari (Digital Planner), Dima Kfoury (Strategic Planner)
Media campaign idea explanation: On international day, the Lebanese social media was shaken by a disturbing reality when 250 influencers were impersonated on facebook. We created fake profiles using our victims' real profile pictures and very similar names. When the victims received friend requests from their impostors, panic struck the social media scene. Within 24 hours, all our victims had asked their friends to report the fake profiles as news of the issue spread. We then sent a personalized message to the targeted individuals, explaining the campaign and offering them an exclusive media kit. Our facebook stunt online coverage reached more than 40.000.
Year/ID: 2011 / Q043G11 Group: Q Integrated communication campaigns Subgroup: Q Integrated communication campaigns
Product and services category: National Gallery re-opening Registrant: LEO BURNETT SP. Z O.O. Country: POLAND Brand name: National Museum in Krakow Advertiser: PZU S.A. - National Museum in Krakow Advertising agency, city: Leo Burnett Warsaw Art director: Krzysztof Iwinski Copywriter: Pawel Heinze Creative director: Heinze Iwinski Production company: Opus Film - K2 Other credits: Sebastian Oszczepalinski - Head of Digital
Media campaign idea explanation: Sukiennice Museum was going to be opened after a complete renovation. But young people don't find it interesting at all. That's why we decided to change a normal visit to the museum into an engaging experience, so that they won't be bored during their tour. We brought paintings to life and showed their stories. We created "New Sukiennice" an app based on augmented reality technology. Everyone who visited the museum was able to see short movies with heroes from the paintings. People had the impression that heroes are coming out of the paintings.
Year/ID: 2011 / Q045G11 Group: Q Integrated communication campaigns Subgroup: Q Integrated communication campaigns
Product and services category: Bank Forum Registrant: OGILVY & MATHER UKRAINE Country: UKRAINE Brand name: Bank Forum Advertising agency, city: Ogilvy & Mather Ukraine Art director: Taras Dzendrovskii, Zoltan Visi Copywriter: Karolina Galacz, Balazs Szaday, Alexandra Doroguntsova Creative director: Will Rust, Ferenc Benesch Director: Mikko Lehtinen Production company: Feel Films, Sauna International Other credits: Martin Alles - Strategic Planner, Irina Pigal - Producer, Svetlana Polyakova, Alexandra Savonik, Svetlana Korytko - Account Director, Nick Hirschkorn - Producer, Dan Cleland - Line Producer, Miika Vaso - Editor; Richard Stewart - DoP
Year/ID: 2011 / Q054G11 Group: Q Integrated communication campaigns Subgroup: Q Integrated communication campaigns
Product and services category: Vodafone Mobile BroadBand Registrant: BV MCCANN ERICKSON ROMANIA SRL Country: ROMANIA Brand name: Vodafone Advertiser: Vodafone Romania Advertising agency, city: BV Mcann Erickson, Bucharest Art director: Ionut Cojocaru Copywriter: Catalin Dobre, Dinu Panescu Creative director: Adrian Botan Photographer: Sharky Director of Photography: Jordy Rexach Project manager: Dana Hogea, Andreea Harjanu Music: Goran Bregovic, Train de vie Soundtrack Director: Cristian Mungiu Production company: Mitra Film - Abis Studio Programmer: Orbital & Fourhooks Screenwriter: Catalin Dobre; Dinu Panescu
Product and services category: Road Safety Registrant: LEO BURNETT RUSSIA Country: RUSSIA Brand name: The Village Advertiser: The Village Advertising agency, city: Moscow Art director: Mikhail Derkach Creative director: Mikhail Kudashkin, Grigory Sorokin Designer: Andrey Sergeev Production company: Kijjaa
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.