London International Awards London International Awards 2019-11-21T00:55:21Z 2019-11-21T00:55:21Z London International Awards 11.5606 LIA 2013 1 1 2 1 2 1 0 False False False 0 0 0 0 False False
Medium Category Award Entrant Entrant City Brand Name of Product or Service Title(s) Company City Country Corporate Name of Client Client Account Director(s) Agency Account Director(s) Agency Advertising Agency City Global Chief Creative Officer(s) Chief Creative Officer(s) Group Creative Director(s) Executive Creative Director(s) Creative Director(s) Associate Creative Director(s) Copywriter(s) Art Director(s) Director(s) of Integrated Production Executive Agency Producer(s) Agency Producer(s) Agency Music Producer(s) Creative Technologist Programmer(s) Production Manager(s) Design Company Design Company City Design Director(s) Graphic Designer(s) Art Buyer(s) Photography Studio Photography Studio City Photographer(s) Illustration Company Illustration Company City Illustrator(s) Production Company Production Company City Director(s) Senior Executive Producer(s) Executive Producer(s) Producer(s) Senior Integrated Producer(s) Technical Creative Director(s) Technical Developer(s) Technical Director(s) Line Producer(s) Description of the project Additional Credit
Non-Traditional   Grand LIA Winner McCann Melbourne Melbourne Metro Trains "Dumb Ways to Die" McCann Melbourne AUSTRALIA Metro Trains Alec Hussian Adrian Mills McCann Melbourne Melbourne John Mescall Pat Baron John Mescall Pat Baron Mark Bradley/Cinnamon Darval Julian Frost Julian Frost Branded Content is on the rise in Australia but it is something that can be hit and miss. Truly engaging and effective branded content is still a rare thing. Strategy: To turn our message about rail safety that no one wanted to listen to, into a piece of entertainment that people actively sought out, shared and committed to. Embracing the importance of group dynamics within the target market, we chose to avoid the typical patronising voice of authority and create something we hoped people would genuinely want to share. To launch we integrated Tumblr, Youtube, Facebook, Soundcloud and Twitter and easily enabled the sharing of campaign content to drive huge social engagement. We extended the branded content experience through a children's book, and a smartphone game. Our task was to reduce preventable deaths and accidents in young Melbournians. Most of the behaviours that lead to rail related accidents were 100% avoidable – caused by people behaving irresponsibly or the result of moments of stupidity. Running on the tracks, driving around barriers because they couldn’t be bothered waiting, not paying attention to where they were walking. Simply dumb. But young people hate being told what to do. So the strategy was simple. Turn a message that young people need to hear, into a message they want to hear. The campaign centered around the song, Dumb Ways to Die, and our approach was to promote the song as any other song would be promoted. Ours was a four-part strategy: 1. TREAT THIS AS ENTERTAINMENT, NOT ADVERTISING: As such, we launched the song like a music promoter would. To do this we used social media (Youtube, Facebook, Sound Cloud, Tumblr and Instagram) to drive engagement with the song and a broader campaign. 2. AMPLIFY THROUGH THE POWER OF PR AND SOCIAL MEDIA: Extend the reach of the campaign through social media and traditional PR beyond the initial $300K campaign. 3. ASK FOR A COMMITMENT: Invite our target group after watching the video to pledge their commitment to being safe around trains by visiting our campaign site or sharing on social networks. Our goals were straightforward. Our results phenomenal. Dumb Ways to Die is the most socially shared PSA of all time and the 4th most shared video of all time. 8 months on, Dumb Ways to Die is still one of the most viral, social campaigns online with constant interaction on Twitter, YouTube and Instagram. In-terms of the inital goals: 1. INCREASE PUBLIC AWARENESS AND ENGAGEMENT WITH RAIL SAFETY - More the 55 million views on YouTube - Charted on iTunes in 28 countries selling 100,000 copies - 120,000 free downloads on Soundcloud -14 Million app players - Number one free app in 17 countries including the USA, UK, Germany and Australia - 3,753,640 Facebook shares - 122,033 Twitter shares - 2,326 blog posts - 50% campaign recall amongst core target market - 34% of core target said they would be safer around trains because of the campaign. 2. GET 10,000 MELBOURNIANS TO COMMIT TO BE SAFE AROUND TRAINS: In the first 4 months over 44,000 Melbournians pledged “not to do dumb things around trains”. Another million Australians have pledged to be safe through the mobile game. 3. REDUCE THE NUMBER OF NEAR MISSES AND ACCIDENTS AROUND TRAINS: 20% reduction in rail accidents in the first 3 months.  Advertiser's Supervisor: Chloe Alsop; Planner: Adrian Mills; Typographer: Pat Baron; Developer: Sam Baird
Non-Traditional / Product/Service - Single Automotive Bronze Winner Ogilvy & Mather Cape Town Cape Town Volkswagen "Street Quest" Ogilvy & Mather Cape Town Woodstock SOUTH AFRICA Volkswagen South Africa Bridget Harpur Greg Tebbutt/Ryan Laubsher Ogilvy & Mather Cape Town Cape Town Chris Gotz Nicholas Wittenberg Tommy Le Roux Tommy Le Roux/Tim Human Fred Cilliers/Andrew Pullen Kurt Paulse/FD Majiet Michael Theron/Umar Jakoet R.E.C. Cape Town Mike Wood F.D. Majiet Adrian Varkel
Non-Traditional / Product/Service - Single Automotive Finalist Forsman & Bodenfors Gothenburg The new Volvo FH "The Ballerina Stunt" Forsman & Bodenfors Gothenburg SWEDEN Volvo Group Sweden AB Ulf Nordqvist/Håkan Sernros/Helena Strandlund Selander Olle Victorin Forsman & Bodenfors Gothenburg Björn Engström/Martin Ringqvist Anders Eklind/Sophia Lindholm Alexander Blidner Cilla Glenberg/Britta Malmberg/Jenny Edwardsson/Alison Arnold Smuggler Los Angeles Henry Alex Rubin Ray Leaky Planner: Tobias Nordström; Graphic designer: Jerry Wass
Non-Traditional / Product/Service - Single Automotive Products Finalist Leo Burnett Argentina Buenos Aires Jeep "GPS to get lost" Leo Burnett Argentina (MMS USA LLC INV INC) Buenos Aires ARGENTINA Chrysler Lucas Ramirez/Pablo García Leyenda Lucía Villamil Leo Burnett Argentina Buenos Aires Mark Tutssel Fernando Bellotti Luis Sanchez Zinny/Carmelo Maselli Dauquen Chabeldin Francisco Ibarrola Emiliano Jabiu Lula Di-Chiara Sofia Saravi/Maria Kolliker Federico Cantini Pank Buenos Aires Facundo Españon/Pablo Fusco Lucas Urquiza Many 4x4 vehicles are sold in Argentina, but most of them never crossed the city limits. So, in order to position Jeep as the iconic 4x4 brand, encouraging people to go to places where others can´t we created a whole new 4x4 driving experience: a GPS TO GET LOST. An app that gives your GPS the ability to take you to “God knows where”. In order to launch it, we have developed a comprehensive campaign involving a TV commercial, a graphic campaign, street ad, Press, and non-traditional advertising in radio programs, articles in specialized media, as well as broadcasting of the action through the Twitter and Facebook accounts belonging to personalities related to the brand and the off-road world encouraging to visit www.gpsparaperderse.com, the web where anyone was able to download the application onto their GPS. The operation is very simple: Set your GPS in Get Lost mode. Choose the type of surface where you want to go. The GPS will take you to 1 of the 28 off-road spots lost in the middle of nowhere. Apart from working as a guide to get lost in nature, the GPS is a trip mate, because it tells you phrases such as the following on your way: "Say goodbye to your paved life." "Caution: it is forbidden to drive while wearing a tie.", "Advance 50 meters and turn wherever you want." "Congratulations, you are lost."
Non-Traditional / Product/Service - Single Beverages - Alcoholic Silver Winner Publicis Italy Milan Heineken "The Candidate" Publicis Italy Milan ITALY Heineken International Dario Gargiulo Giada Salerno Publicis Italy Milan Bruno Bertelli/Cristiana Boccassini Michele Picci Marco Viganò Mariella Maiorano Santi Urso State 31 Rogier Sol Sara Nix Heineken is recruiting one talented intern to become part of its Event & Sponsorship department. ‘The Candidate’: the first secretly filmed job interview that gets applicants out of their comfort zone to test their wit in order to find the talent that best fits the Heineken position and spirit. All job seekers went through three stages: from an over-familiar interviewer, to a surprise heart attack and a fire drill. The Heineken marketing community voted the 3 best candidates and the winner – to his surprise – was brought to the Juventus Stadium where he was awarded the job live in front of 41.000 football fans. Digital Associate Creative Director/Art Director: Domenico Manno; Digital Copywriter: Daniele Papa; Tribal DDB, Amsterdam Community Manager: Wybe Sallows; Coz Marketing, Amsterdam Creative Director: Micha Schipper; Coz Marketing, Amsterdam Art Director: Jorge Delgado
Non-Traditional / Product/Service - Single Beverages - Alcoholic Finalist Grip Limited Toronto Kokanee "The Movie Out Here" Grip Limited. Toronto CANADA Labatt Breweries of Canada Grip Limited Toronto Scott Dube/Randy Stein Catherine Allen Laurie Maxwell Infinity Films David Hicks Kokanee is a Western Canadian beer brand with a history of engaging consumers in unconventional ways. But people expect the unexpected from Kokanee, so we needed to engage them in a way that had never been done before. Ever. The big idea was to create a 90-minute movie to be released in theatres that our fans would participate in. The Beer Out Here would announce The Movie Out Here on TV, outdoor, online and social media. Consumers were encouraged to help “make” the movie. Online, they could audition for various roles, submit their own props, enter a song to be on the soundtrack, or vote for their favourite bar to be used as a key location. They could even get their name in the closing credits. Special packaging and movie collectibles like glassware were also created. While the movie was shooting, consumers had online access to behind-the-scenes videos where they could follow the production. After the movie was shot, Kokanee gave consumers the opportunity to attend premieres through an online and experiential activations. The movie premiered in November 2012 at the Whistler Film Festival and was released in cinemas across Western Canada on March 1, 2013. Yes, fans lined up to see their favourite brand on the big screen. Account Services: John Miller/Martin McClorey/Brendon Sargent/Sarah Henderson/Eric Vieira/Adam Luck/Aaron Nemtean; Writer: Ian Simpson; Screenwriter(s): Rich Pryce-Jones/David Chiavegato/Matthew Bass; Director of Photography: Samy Inayeh; Post-Production: Section Eight/Poster Boy/Finale/Notch/Axys/Crush/The Juggernaut; Interactive Developer(s): Dylan Dempsey/Justin Krinke/Zack Ginies/Hanna Chen; Interactive Writer: Naeem Ghafari; Interactive Art Director(s): Joel Holtby/Hiten Patel/Ryan Dzur; Interactive Producer: Todd Harrison; Designer: Andy Slater; Studio: Teegan Skals/Rob Wigington/AJ Merrick/Patrick Robinson/Jody Wagner/Steve Errett/Nico Mexner/Matt Maian; Editor: Griff Henderson; Audio Production: Post Modern/Jingle Punks
Non-Traditional / Product/Service - Single Beverages - Alcoholic Finalist Publicis Italy Milan Heineken "The Real Master of Intuition" Publicis Italy Milan ITALY Heineken Italia Daniela Gorni/Roberto Giugliano/Dario Gargiulo Giada Salerno/Marzia Vignati Publicis Italy Milan Bruno Bertelli/Cristiana Boccassini Paolo Bartalucci Alessandro Candito Mariella Maiorano Think Cattleya CRIC FOR THE ITALIAN LAUNCH OF STARPLAYER, A NEW FOOTBALL- RELATED SMARTPHONE APP, HEINEKEN ORGANIZED IN PARTNERSHIP WITH SKY A STUNT EVENT IN A FAMOUS PUB IN MILAN, DURING THE NIGHT OF THE UEFA CHAMPIONS LEAGUE FINAL THE IDEA BEHIND THE PRANK WAS TO AIR THE MATCH WITH A TWO-MINUTE DELAY AND SHOW EVERYBODY THAT NO RULES CAN TELL WHO IS THE BEST AT GUESSING WHAT HAPPENS NEXT DURING A MATCH, BUT THERE IS A SINGLE APP ABLE TO DO SO, STARPLAYER. THE VICTIMS WERE TWO FAMOUS FORMER FOOTBALLERS AND SKY COMMENTATORS AND ALL THE PUBLIC IN THE PUB. Strategic Planner: Bruno Tecci; Editor: Stuart Greenwald
Non-Traditional / Product/Service - Single Beverages - Non-Alcoholic Gold Winner Leo Burnett Sydney Coca-Cola "Small World Machines" Leo Burnett Sydney AUSTRALIA Coca-Cola Bob Raidt/Katie Nikolaus Leo Burnett Sydney/Chicago Mark Tutssel Andy DiLallo Grant McAloon/Vince Lagana/Dave Loew/Jon Wyville/Sebastian Garin Iggy Rodriguez Justin Carew/Andy DiLallo Michael Shanahan/Amir Mireskandari Adrian Gunadi Brendan Crich/Keong Seet/Scott North Omari Miller/John-Henry Pajak//David Mugford Highlight Films Patrick Fileti The task was to bring to life Coca-Cola’s new ‘Crazy for Good’ strategy in an optimistic and powerful way. Reinforcing Coca-Cola’s values and proving that what unites us is stronger than what sets us apart us. To do this Coca-Cola put themselves between two nations who have been in conflict for over 60 years: India and Pakistan. It then connected them with a live communication portal like no other: Small World Machines. Over 3 days, the machines allowed Indians and Pakistanis to share an all too rare moment of happiness. Each machine is equipped with body length touchscreens invented for the campaign. Allowing for the projection of an image on the screen, while filming a subject standing before it, they are the first screens ever to allow eye-to-eye contact and physical interaction. A flash animated interface prompted the sharing of messages of peace, love and happiness. Each participant was rewarded with a bespoke can of Coca-Cola bearing the languages of the 2 countries. 2nd Unit Director: Angus Forbes; Technology Partner: The Super Group
Non-Traditional / Product/Service - Single Beverages - Non-Alcoholic Gold Winner Ogilvy Paris Paris Coca-Cola "The Sharing Can" Ogilvy Paris Paris FRANCE The Coca-Cola Company Leonardo O'Grady Philip Heimann/Louise Kuegler/Tonya Fossey/JiaMei Tay/François Phan,/Laurianne Maury Ogilvy Paris, Paris/Ogilvy Singapore Singapore Chris Garbutt/Eugene Cheong Frederic Levron/Yvan Hiot/David Raichmann Baptiste Clinet/Nicolas Lautier/Floriant Bodet/Martin Olivier/Nicolas Gagner/Erdenechimeg Erden Baptiste Clinet/Nicolas Lautier/Floriant Bodet/Martin Olivier/Nicolas Gagner/Erdenechimeg Erden James Brook Partridge/Laure Bayle/Aurelie Appert Martin Olivier/Olivier Brechon Robyn Makynson Giovanni Fantoni Modena/Sibilla Morgantini Lorenzo Hassan Coca-Cola is all about sharing. To prove this we took Coca-Cola's one person classic can and designed it for two. Split your coke down the middle half for you, half for someone you love. Share it straight away. Half the size, but twice the happiness. The Sharing Can was launched in Singapore, consumer reaction was so positive that the Coca-Cola Company is in the process of expanding the operation globally.
Non-Traditional / Product/Service - Single Beverages - Non-Alcoholic Bronze Winner Ogilvy Paris Paris Diet Coke "Slender Vender" Ogilvy Paris Paris FRANCE The Coca-Cola Company Jonathan Mildenhall/Guy Duncan/Miranda Madar Philip Heiman/Tonya Fossey/Anne-Sophie Carbo/Francois Phan/Laurianne Maury Ogilvy Paris Paris Chris Garbutt Yvan Hiot/Frederic Levron Baptiste Clinet/Nicolas Lautier/Floriant Bodet Baptiste Clinet/Nicolas Lautier/Florian Bodet/Nicolas Gagner/Camiile Pot Laure Bayle/Aurelie Appert/Thomas Bercheux Jeremy Bouchet Robyn Makynson Introducing the Slender Vender by Diet Coke. The thinnest vending machine in the world. After all, with no sugar or calories, it is the perfect fit for your day.
Non-Traditional / Innovation Branded Content Gold Winner BBDO Germany Duesseldorf WWF "The Ant Rally" BBDO Germany GmbH Duesseldorf GERMANY WWF - Worldwide Fund for Nature Dirk Reinsberg Sebastian Koenen/Lina Gilles BBDO Proximity Duesseldorf Duesseldorf Wolfgang Schneider Christian Mommertz/Sebastian Hardieck Christian Mommertz/Carsten Bolk Ramón Scheffer Fabian Pensel Jochen Manz Fabian Pensel Parasol Island Duesseldorf Moritz von Schroetter/Kim Duesselberg/Jack Gregory Donald From March 6th to 9th 2013, an extraordinary protest rally took place in the Cologne zoo. Animals of the rainforest advocated the rescue of their habitat. Hundreds of thousands of leaf cutter ants marched through their terrarium for four days and asked the public for support with requests like „Help“and „Ban the Saw“. The show stopper: The slogans were made out of real leafs and were carried by the insects themselves. Creative Managing Directors: Christian Mommertz/Sebastian Hardieck; Head of TV: Steffen Gentis; Visual Effects: Andreas Landgraf; Directors of Photography: Ahmet Tan/Ami Rodrigues; Editor: Stephan Krause; Setting: Hans-Guenther Reiske
Non-Traditional / Innovation Branded Content Gold Winner Cheil Worldwide Seoul Samsung Life Insurance "Bridge of Life" Cheil Worldwide Seoul KOREA Samsung Life Insurance Jungho Park Cheil Worldwide Seoul Jeongkeun Yoo Joohoon Lee Youngjun Kim/Yukyung Joo/Yongkyu Choi/Jieun Park Hyungkyun Oh/Jaeyeon Kim/Minjoo Kim/Jiyeon Cho/Jinwoo Ryu/Chaehoon Lee Choi ji-won/Song dong-ik Giringreem Film Seoul Lee jae-chul Dukwon Jang Youchan Shin Chang-hwa Yeo
Non-Traditional / Innovation Branded Content Gold Winner DDB DM9JaymeSyfu/Digit Makati City Smart Public Affairs "TXTBKS" DDB DM9JaymeSyfu/Digit Makati PHILIPPINES Smart Communications Alex Syfu/Caloy Sambrano/Ina Varga DDB DM9JaymeSyfu/Digit Makati City Merlee Jayme Eugene Demata Aste Gutierrez/Buboy Paguio Aste Gutierrez Biboy Royong/Buboy Paguio Buboy Paguio Buboy Paguio Dee Taar Tower of Doom Carlo Perlas Use of older technology sim cards as a vehicle for standard school textbooks, thus turning even old analog phones into an e-reader for less fortunate students. Editor: Melo Samson
Non-Traditional / Innovation Branded Content Gold Winner DraftFCB New Zealand, Auckland SPCA New Zealand "Driving Dogs" Draftfcb New Zealand Auckland NEW ZEALAND MINI / SPCA New Zealand Simonne Mearns/Rona Booth Toby Sellers Draftfcb New Zealand Auckland James Mok Tony Clewett/Regan Graftton Peter Vegas/Matt Williams Esther Watkins Sarah Yetton Sarah Yetton Draftfcb New Zealand Auckland Nick McFarlane Nick McFarlane Stephen Langdon Draftfcb New Zealand Auckland Marco Siraky As a key sponsor, MINI wanted to help the SPCA find homes for their dogs. The problem was, in NZ, too many people write off rescue dogs as second-rate mutts, so finding them homes is difficult. If more people knew just how smart these animals really are, more would get adopted. So, we taught three SPCA dogs to drive a MINI – the new Cooper-S model, of course. Results: Exposed to over 1b people. News coverage in 70+ countries. Most searched story online – 4 days. By campaign’s end, SPCA had adopted out every single dog. MINI sales are up 200%. Retoucher: Anton Mason
Non-Traditional / Innovation Branded Content Gold Winner McCann Melbourne Melbourne Metro Trains "Dumb Ways to Die" McCann Melbourne AUSTRALIA Metro Trains Alec Hussian Adrian Mills McCann Melbourne Melbourne John Mescall Pat Baron John Mescall Pat Baron Mark Bradley/Cinnamon Darval Julian Frost Julian Frost Branded Content is on the rise in Australia but it is something that can be hit and miss. Truly engaging and effective branded content is still a rare thing. Strategy: To turn our message about rail safety that no one wanted to listen to, into a piece of entertainment that people actively sought out, shared and committed to. Embracing the importance of group dynamics within the target market, we chose to avoid the typical patronising voice of authority and create something we hoped people would genuinely want to share. To launch we integrated Tumblr, Youtube, Facebook, Soundcloud and Twitter and easily enabled the sharing of campaign content to drive huge social engagement. We extended the branded content experience through a children's book, and a smartphone game. Our task was to reduce preventable deaths and accidents in young Melbournians. Most of the behaviours that lead to rail related accidents were 100% avoidable – caused by people behaving irresponsibly or the result of moments of stupidity. Running on the tracks, driving around barriers because they couldn’t be bothered waiting, not paying attention to where they were walking. Simply dumb. But young people hate being told what to do. So the strategy was simple. Turn a message that young people need to hear, into a message they want to hear. The campaign centered around the song, Dumb Ways to Die, and our approach was to promote the song as any other song would be promoted. Ours was a four-part strategy: 1. TREAT THIS AS ENTERTAINMENT, NOT ADVERTISING: As such, we launched the song like a music promoter would. To do this we used social media (Youtube, Facebook, Sound Cloud, Tumblr and Instagram) to drive engagement with the song and a broader campaign. 2. AMPLIFY THROUGH THE POWER OF PR AND SOCIAL MEDIA: Extend the reach of the campaign through social media and traditional PR beyond the initial $300K campaign. 3. ASK FOR A COMMITMENT: Invite our target group after watching the video to pledge their commitment to being safe around trains by visiting our campaign site or sharing on social networks. Our goals were straightforward. Our results phenomenal. Dumb Ways to Die is the most socially shared PSA of all time and the 4th most shared video of all time. 8 months on, Dumb Ways to Die is still one of the most viral, social campaigns online with constant interaction on Twitter, YouTube and Instagram. In-terms of the inital goals: 1. INCREASE PUBLIC AWARENESS AND ENGAGEMENT WITH RAIL SAFETY - More the 55 million views on YouTube - Charted on iTunes in 28 countries selling 100,000 copies - 120,000 free downloads on Soundcloud -14 Million app players - Number one free app in 17 countries including the USA, UK, Germany and Australia - 3,753,640 Facebook shares - 122,033 Twitter shares - 2,326 blog posts - 50% campaign recall amongst core target market - 34% of core target said they would be safer around trains because of the campaign. 2. GET 10,000 MELBOURNIANS TO COMMIT TO BE SAFE AROUND TRAINS: In the first 4 months over 44,000 Melbournians pledged “not to do dumb things around trains”. Another million Australians have pledged to be safe through the mobile game. 3. REDUCE THE NUMBER OF NEAR MISSES AND ACCIDENTS AROUND TRAINS: 20% reduction in rail accidents in the first 3 months.  Advertiser's Supervisor: Chloe Alsop; Planner: Adrian Mills; Typographer: Pat Baron; Developer: Sam Baird
Non-Traditional / Innovation Branded Content Gold Winner Ogilvy Brasil Sao Paulo Dove "Real Beauty Sketches" Ogilvy Brasil Sao Paulo BRAZIL Unilever Steve Miles/Fernando Machado/Kathleen Ryan/Stacie Bright/Debbie Weinstein Ricardo Honeger/Thiago Lima/Debora Lederman Ogilvy Brasil Sao Paulo Anselmo Ramos Roberto Fernandez/Paco Conde Hugo Veiga Diego Machado Fabiano Beraldo Veronica Beach/Renata Neumann/Libby Fine/Wagner Gomes Lime Studio - Sam Casas Juscelino Vieira Ed David Paranoid, Los Angeles/A52, Los Angeles/Company 3, Los Angeles/Rock Paper Scissor Los Angeles John X Carey Jamie Miller/Claude Letessier/Phillip Owens Keith Kenniff Stan Sawick Head Of Client Service: Valeria Barone/Erica Hoholick; Planner: Mollie Hill; Head of Digital: Daniel Tartaro; Uxd Director: Pablo Moura/Fred Celestino; Sketch Artist: Gil Zamora
Non-Traditional / Innovation Branded Content Gold Winner Publicis Italy Milan Heineken "The Candidate" Publicis Italy Milan ITALY Heineken International Dario Gargiulo Giada Salerno Publicis Italy Milan Bruno Bertelli/Cristiana Boccassini Michele Picci Marco Viganò Santi Urso State 31 Rogier Sol Sara Nix Heineken is recruiting one talented intern to become part of its Event & Sponsorship department. ‘The Candidate’: the first secretly filmed job interview that gets applicants out of their comfort zone to test their wit in order to find the talent that best fits the Heineken position and spirit. All job seekers went through three stages: from an over-familiar interviewer, to a surprise heart attack and a fire drill. The Heineken marketing community voted the 3 best candidates and the winner – to his surprise – was brought to the Juventus Stadium where he was awarded the job live in front of 41.000 football fans. Digital Associate Creative Director/Art Director: Domenico Manno; Digital Copywriter: Daniele Papa; Tribal DDB, Amsterdam Community Manager: Wybe Sallows; Coz Marketing, Amsterdam Creative Director: Micha Schipper; Coz Marketing, Amsterdam Art Director: Jorge Delgado
Non-Traditional / Innovation Branded Content Gold Winner Saatchi & Saatchi Berlin Berlin Diakonie Frankfurt, Samusocial, Spravedlivaya Pomosch, Shelter, Sozialwerke Pfarrer Sieber "Days of Hope" Saatchi & Saatchi Berlin Berlin GERMANY Diakonisches Werk für Frankfurt am Main des evangelischen Regionalverbandes Dagmar Keim-Hermann Michael Samak/Anke Schrot/Inken Dachsel/Theresa Helmich/Jonas Mueller Saatchi & Saatchi, Bucharest/Saatchi & Saatchi, Moscow/Saatchi & Saatchi, Belgrade/ Saatchi & Saatchi, Zurich/Saatchi & Saatchi,Warsaw John Pallant Oliver Kapusta/Johan H. Ohlson/Stuart Robinson/Veljko Golubovic Anne Petri/Zarko Veljkovic/Jürg Aemme/Max Olech Kathrin Schaller/Nikola Zmajevic/Felix Freese/Tanya Moseeva Christopher Jones/Fréderic Nogier/Anna Pushkareva Sarah Roth-Profenius/Michael M. Maschke Parasol Island Berlin Berlin Denis Guth Søren Haxholm Challenge: In winter, emergency shelters are overcrowded across Europe. Lots of homeless people have to sleep outside and run the risk of freezing to death. During the cold season, we want to attract more attention with an extraordinary campaign and invite people to donate. With these donations we should be able to assured the financing of emergency shelters, kitchens and a supply of clothes for our client Diakonie Frankfurt and their social partners all across Europe. Strategy: The homeless call attention to their critical situation themselves by anchoring the weather forecast on TV, reporting on the icy conditions instead of the usual presenters. Under the claim „DAYS OF HOPE“ we turn the standard “weather forecast” format into a platform for homeless people for the duration of 8 weeks. Solution: Instead of presenters the homeless anchor the weather forecast followed by an emotive message with an impactful charity appeal. By presenting the weather forecast in an innovative way we are able to convey the dangers of the cold temperatures more effectively. Within our agency-network, we spread the idea in Germany, Poland, Switzerland, Russia, Romania, Serbia and other countries through national TV stations. People are invited to go to the charity organization website, where they can find documentaries of each homeless person that has presented the weather forecast in order to further understand their living conditions. On the website people can make an easy one-click donation. Results: The unusual format attracted a lot of attention from the press, coverage on TV, blogs and social media with a global coverage, appearing in traditional and social media in over 60 countries. Up to 2 million viewers per day watched the live weather broadcasts. So far 350 million media impressions have been recorded. As well as receiving donations, direct results included job and housing offers resulting in further PR after a few days. With a media value of 7 Million EUR the campaign has raised much greater awareness for the hardships faced by the homeless particularly during winter. Clients: Eva Stuttgart/Stadtmission Hamburg/Asphalt Hannover/Stadtmission Rostock/Polski Czerwony Krzyż; Account Management: Ivana Minovic/Zorica Marjanovic/Pascal Schaub/Stephanie Weber/Sonia Ducu/Konrad Kalinowski/Sonja Milovic; Public Relations: Larisa Petrini/Ramona Dumitru/Kristina Vorobyova/Yana Brekotkina; PR / Marketing: Isobel Kerr-Newell/Zoe Kent; Media/Production: Dmitry Panteleenko/Ana Mijajlovic/Ivan Zornic/Nemanja Stojanovic; Communication: Antonia Tucheac/Camelia Balinca; Creative Department: Laura Iane/Marius Tianu/Catalin Rulea/Dragana Petkovic; International Coordination: Heidi Tzavella; Editors: Luca Danscher/Lukas Remie/Stephan Krause; Music Production Company: Hastings Berlin; Music Composers: Jonathan Wulfes
Non-Traditional / Innovation Branded Content Silver Winner Grey 141 Group Brasil São Paulo WWF "WWF - Deforested Field" Grey 141 Group Brasil Comunicação Ltda São Paulo BRAZIL WWF Leticia Meira Grey 141 Group Brasil Comunicacão São Paulo Pedro Cappeletti Daniel Perez Pallares Marcos Piccinini/Guilherme Camargo/Paulo Amaral Lucas Heck, Eduardo Nose Account Manager: Raquel Abdala; Account Supervisor: Alberto Damasceno; Head of Media: Ana Balleroni; RTVC: Natacha Veiga/Renata Ruas
Non-Traditional / Innovation Branded Content Silver Winner Ogilvy New York New York IBM Research "A Boy And His Atom: The World's Smallest Movie" Ogilvy New York New York UNITED STATES IBM Ann Rubin Kimberly Duffy/Nicole Vilalte/Kaitlin Giannetti/Carin Pinto Ogilvy & Mather New York Steve Simpson Mike Hahn/Ryan Blank Susan Westre Niels West/Ricardo Leme Lopes Lauren Costa Ramona Todoca Lee Weiss Alicia Zuluaga/Julie Teicher Karl Westman 1stAveMachine Brooklyn This is, literally, the world's smallest movie. It's made of atoms — one of the smallest particles of any element in the universe. Just how small is an atom? Well, to see one, you need to magnify it 100 million times. In other words, there are about a five million atoms in the period at the end of this sentence. Each frame was made by moving hundreds of atoms to their exact placements by the scientists at IBM Research — Almaden. The frames were combined into an animation, now the Guinness World Records ™record holder for World's Smallest Stop-Motion Film. IBM Scientists/Animators: Andreas Heinrich/Christopher Lutz/Ileana Rau/Susanne Bowman; Post Production Company: 1stAveMachine, Brooklyn; Animation: Punga; Editing Company: Hooligan, New York; Sound Design: Heard City, New York
Non-Traditional / Innovation Branded Content Bronze Winner Y&R Peru Lima Británico English Lessons "Piracy" Y&R Perú Lima PERU Británico English Institute Cecilia Kruger Carla Wilson Y&R Peru Lima Flavio Pantigoso Daniel Lobatón/Daniel de León Gonzalo Paredes We created our own subtitle files and seeded them on popular pirate download sites. We flooded the subtitles with translation mistakes so that they altered the sense of the series dialogue and made our message evident: Do not depend on subtitles. Switch to Británico. www.britanico.edu.pe The brand was therefore present in TV’s most popular series, in the most attention grabbing placement in the show: the subtitles. We seeded our SRTs on websites such as The Pirate Bay and Subdivx.com, two of the most popular sites for series downloads. Head of Art: Christian Sanchez
Non-Traditional / Innovation Branded Content Finalist Mistress Los Angeles Hot Wheels "Hot Wheels For Real - Double Loop Dare" Mistress Venice UNITED STATES Mattel Inc Simon Waldron, Felix Holst Christian Jacobsen/Jens Stoelken/Brittany Driscoll Mistress Los Angeles Damien Eley/Scott Harris Guy Helm/Shelley Chidley Elisa Tan Kay Lynn Dutcher Blake E Marquis Bandito Brothers Los Angeles Mike 'Mouse' McCoy Suzanne Hargrove Ryan Slavin The objective of this project was to use rich entertainment content rather than traditional advertising to spread Hot Wheels' global brand messaging to a bigger audience than just the core young boy, making it relevant to boys of ALL ages. The solution was to create an epic, globally distributed, episodic story based around real characters, stunts and a Double Loop toy. The fictional episodes' rich storyline talked to kids while a world record Double Loop at the X Games and viral corkscrew jump extended the Hot Wheels story to a massive older audience. 11 episodes of global branded entertainment content unfolding via TV, online, social media and live events. Two world records. Distributed to 204 countries. 67 million organic views. Over 3 billion media impressions. One brand huge story. No traditional advertising. Visual Effects: Stephen Lawes/Sean Cushing; Editor: Jeff Tober
Non-Traditional / Product/Service - Single Business-to-Business Bronze Winner OgilvyAction Düsseldorf Kontor Records "Back to Vinyl - The Office Turntable" OgilvyAction GmbH Düsseldorf GERMANY Kontor Records GmbH OgilvyAction, Düsseldorf/OgilvyOne Frankfurt Stephan Vogel Martin Seele/Uwe Jakob Martin Seele/Mike Bayfield Tobias von Aesch/Klaus Martin Michaelis NHB Studios (Mathias Rewig) Düsseldorf Kontor wanted to promote the new Boris Dlugosch release to the advertising industry, targeting the world’s most un-impressible audience: creative directors. Just like every good DJ knows – the answer is real vinyl. But, few creative directors own a turntable. So, together with the vinyl, we mailed them one. Our audience just had to put the disc on the ‘turntable’, activate the QR code, place their phone over the record and listen to the track. 71% of the 900 QR codes were activated (64% more than the average response). 42% followed the link to the Kontor Online Store. Head of Project Management: Hanna von Schultz; Technical Director: Jens Steffen; Creative Assistant: Daniel Siegel/Esra Bueyuekdoganay
Non-Traditional / Product/Service - Single Confections/Snacks Finalist Clemenger BBDO Sydney Skittles "Telekinize The Rainbow" Clemenger BBDO Sydney Sydney AUSTRALIA The Wrigley Company Pty Ltd Alexandra Skolarikis/Leanne Pardede Rimando Anna Walters/Emily Perrett Clemenger BBDO Sydney Paul Nagy Luke Hawkins Ben Clare Luke Hawkins John Knuttson Airi Nakayama Dave Flanagan Skittles wanted to enhance the social experience of their Australian and New Zealand Facebook fans. So we created a piece of technology that allowed people to take control of physical Skittles in the real world, and seemingly move them using their mind. To achieve this, we built WiFi-controlled robots - to which Skittles were attached via magnets. Then we developed facial recognition technology that read users’ eye movements via their webcam, and relayed the commands directly to the robots - enabling the world to move Skittles alongside one another in real-time (without completely knowing how they were doing it). Planners: David Halter/Ryan O'Connell; Associate Producer: Crystal Rata; Digital Creative Director: James Theophane; Developer: Joshua Brown; Robotics Engineer: Ben Cai
Non-Traditional / Product/Service - Single Confections/Snacks Finalist Forsman & Bodenfors Gothenburg Marabou Black "Black" Forsman & Bodenfors Gothenburg SWEDEN Kraft Foods Hilda Björkman/Cecilia Lindau Susanna Fagring Forsman & Bodenfors Gothenburg Leo Magnusson/David Lundgren Karl Risenfors Åsa Hammar/Peter Gaudiano Ewa Edlund Lucky Punk/F&B Factory Mini Gemol Jim Elfving/Karin Skoog Planner: Tobias Nordström
Non-Traditional / Product/Service - Single Corporate Image Gold Winner Cheil Worldwide Seoul Samsung Life Insurance "Bridge of Life" Cheil Worldwide Seoul KOREA Samsung Life Insurance Jungho Park Cheil Worldwide Seoul Jeongkeun Yoo Joohoon Lee Kim, Yukyung Joo/Yongkyu Choi/Jieun Park Hyungkyun Oh/Jaeyeon Kim/Minjoo Kim/Jiyeon Choi/Jinwoo Ryu/Chaehoon Lee Choi ji-won/Song dong-ik Giringreem Film Seoul Lee jae-chul Dukwon Jang Youchan Shin Chang-hwa Yeo
Non-Traditional / Product/Service - Single Corporate Image Gold Winner Ogilvy Brasil Sao Paulo Dove "Real Beauty Sketches" Ogilvy Brasil Sao Paulo BRAZIL Unilever Steve Miles/Fernando Machado/Kathleen Ryan/Stacie Bright/Debbie Weinstein Ricardo Honeger/Thiago Lima/Debora Lederman Ogilvy Brasil Sao Paulo Anselmo Ramos Roberto Fernandez/Paco Conde Hugo Veiga Diego Machado Fabiano Beraldo Veronica Beach/Renata Neumann/Libby Fine/Wagner Gomes Lime Studio - Sam Casas Juscelino Vieira Ed David Paranoid, Los Angeles/A52, Los Angeles/Company 3, Los Angeles/Rock Paper Scissor Los Angeles John X Carey Jamie Miller/Claude Letessier/Phillip Owens Keith Kenniff Stan Sawick Head Of Client Service: Valeria Barone/Erica Hoholick; Planner: Mollie Hill; Head of Digital: Daniel Tartaro; Uxd Director: Pablo Moura/Fred Celestino; Sketch Artist: Gil Zamora
Non-Traditional / Product/Service - Single Corporate Image Bronze Winner Ogilvy Brasil Sao Paulo English School For Kids "Celeb Grammar Cops" Ogilvy Brasil Sao Paulo BRAZIL Red Balloon Rodrigo Facchinetti Valeria Barone/Camila Porto/Silvia Brihy Ogilvy Brasil Sao Paulo Anselmo Ramos Roberto Fernandez/Paco Conde Fabio Seidl Fabio Seidl Guto Kono Fabiano Beraldo/Adriana Jorge/Roberta Palmari Juscelino Vieira Fred Celestino/Juliana Martins Lúcio Cunha Vetor Zero Fabio Hacker (Alemão) Alberto Lopes Rodrigo Baroni/Wagner Gomes Motion Director: Thiago Bancaro/Tulio Inoue; Production Company Creatives: Poliana Martins/Alexandre Elaiuy; Sound Production: Lua Nova; Sound Designers: Paulo Vaz/Guga Ferrari; Head Of Digital: Daniel Tartaro; Uxd Director: Pablo Moura
Non-Traditional / Product/Service - Single Cosmetics/Toiletries/Pharmaceuticals Finalist Havas Worldwide Australia Sydney Durex "Durexperiment Fundawear" Havas Worldwide Australia North Sydney AUSTRALIA RECKITT BENCKISER Christopher Tedesco/Alex Russel/Kelly Benton Manuella Perch/ Nicole Dongara Havas Worldwide Australia Sydney Christopher Johnson Steve Coll Jack Nunn Warrick Nicholson Billie Whitehouse Finch Sydney Nick Hayden/Kim Mckay Ben Moir Media Agency: Zenith Optimedia; Senior TV Producer: Ros Payne; Digital Project Manager: Jeronimo De Leon; Digital Creative Director: Jay Morgan; Digital Art Director: Will Brown; Community Manager: Margarita Peker; Head of Design: Darren Cole; Designer: Nic Adamovich
Non-Traditional / Product/Service - Single Direct Marketing Gold Winner Åkestam Holst Stockholm Swebus "The Train Switch" Åkestam Holst Stockholm SWEDEN Swebus Magnus Hamberg Åkestam Holst Stockholm Andreas Ullenius Adam Reuterskiöld Fredrik Josefsson Bella Lagerquist Olov Öqvist/Jens Broman State Interactive Swebus is Sweden's most punctual public transport, even during the winter. To let people know this, and to steal customers from the big national railroad company we launched a new discount system called The Swebus Train Switch. Sweden's ten biggest train stations were monitored and whenever a train was late the Swebus Train Switch site generated a discount ticket, free for anyone to collect. Each delayed minute equalled 1% discount. And if a train was canceled? Then the bus ticket was free. Planner: Patrik Karlsson; Interactive Producer: Johan Eklund
Non-Traditional / Product/Service - Single Direct Marketing Silver Winner OgilvyAction Düsseldorf Kontor Records "Back to Vinyl - The Office Turntable" OgilvyAction GmbH Düsseldorf GERMANY Kontor Records GmbH OgilvyAction, Düsseldorf/OgilvyOne Frankfurt Stephan Vogel Martin Seele/Uwe Jakob Martin Seele/Mike Bayfield Tobias von Aesch/Klaus Martin Michaelis NHB Studios (Mathias Rewig) Düsseldorf Kontor wanted to promote the new Boris Dlugosch release to the advertising industry, targeting the world’s most un-impressible audience: creative directors. Just like every good DJ knows – the answer is real vinyl. But, few creative directors own a turntable. So, together with the vinyl, we mailed them one. Our audience just had to put the disc on the ‘turntable’, activate the QR code, place their phone over the record and listen to the track. 71% of the 900 QR codes were activated (64% more than the average response). 42% followed the link to the Kontor Online Store. Head of Project Management: Hanna von Schultz; Technical Director: Jens Steffen; Creative Assistant: Daniel Siegel/Esra Bueyuekdoganay
Non-Traditional / Product/Service - Single Direct Marketing Bronze Winner Leo Burnett Colombiana Bogotá League Against Cancer Bogotá "Cancertweets" Leo Burnett Colombiana Bogotá COLOMBIA League Against Cancer Bogotá Alicia Guillén Natalia Valencia Leo Burnett Colombiana Bogotá Mark Tutssel Mauricio Sarmiento/Fernando Hernández Alexis Ospina/Carlos Oviedo/Rafael Reina Andrés Salamanca/Alexis Ospina Andrés López/Rafael Reina/Julián Vélez In house Leo Burnett Fabio Luque Maicol Vera Cancer is a silent disease: every year millions of people die for ignoring its symptoms. That's why we had to create a low budget action that made people feel what ́s like to have cancer and how easy it is to ignore it. We created Cancertweets, an action to make people experiment, in a personalized way, the silent manner in which cancer acts and how easy it can develop to a final stage without being aware of it. The complete campaign took place on twitter, which allowed us to reach thousands of people at zero cost. In adition the twitter platform allowed us to be certain that the message would reach the people we wanted, and thanks to them the message spread out all over the world. League Against Cancer is an organization with limited funds for advertising prevention campaigns However, in order to save more lives, they need people to know how to prevent cancer before it reaches final stage. That ́s why Cancertweets was so important to them. It wasn ́t just a campaign talking about cancer, it actually made every person feel what it was like to have cancer and how easy it was to ignore it. But it wasn ́t just that. Best of all, League Against Cancer had a successful campaing, full of free press, without spending a dime. Campaign Data: - 4 months in action on Twitter, a free social network. - More than 20 million of impacts on Twitter. - After this action, League Against Cancer Twitter account increased their followers up to 900%. - Sales cost per response: US$ 0. - During the action, we got thousands of free RTS from famous people. - Twice Trendtopic in Colombia with #cancervirtual. - 12 different countries talked about cancertweets on different media. - Free press in radio stations, tv shows and more than 70 digital newspapers, included la BBC of London. - As in real life, 99% of users detected the virtual cancer on their critical stage. Community Managers: Alejandra Melo/Camilo Mendivelso/Camilo Torres/César Peralta/Carlos Leguizamón/Carlos Oviedo/Andrés Salamanca
Non-Traditional / Product/Service - Single Direct Marketing Bronze Winner Ogilvy Brasil São Paulo Sport Club Recife "Immortal Fans" Ogilvy Brasil Sao Paulo BRAZIL Sport Club Recife Gabriel Freir/Breno Schwambach Luis Carlos Franco/Ana Paula Perdigão Ogilvy Brasil Sao Paulo Anselmo Ramos Roberto Fernandez/Paco Conde Paco Conde Paco Conde João Coutinho Gilberto Filho/Patricia Cortes/Veronica Beach/Renata Neumann Juscelino Vieira Thiago Bancaro/Guilherme Todorov Tulio Inoue Marcela Borseau Ramon Muniz Homem de Lata/Sonido/Adelphoi Music Rio de Janeiro Ale Braga Krystn Wagenberg Deko Schimidt Casey Cayko Lucas Duque Head of Client Service: Valeria Barone; Account Supervisors: Mauro Frota/Amanda Madeiros/Tomaz Praça; Planner: Bruno Cunha/Camila Coelho; Head of Digital: Daniel Tartaro/Tatiana Michelan; Uxd: Pablo Moura/Fred Celestino/Rodrigo Lima/Rodrigo Baroni/Renata Rolim
Non-Traditional / Product/Service - Single Entertainment Silver Winner Leo Burnett Mumbai Coke Studio "Reflection of Music - Installation" Leo Burnett Mumbai INDIA Coca-cola India Leo Burnett Mumbai KV Sridhar/Nitesh Tiwari Vikram Pandey Brijesh Parmar/Devang Patel/Mayuresh Natalkar
Non-Traditional / Innovation Guerrilla Marketing Gold Winner Ogilvy Paris Paris Coca-Cola "The Sharing Can" Ogilvy Paris Paris FRANCE The Coca-Cola Company Leonardo O'Grady Philip Heimann/Louise Kuegler/Tonya Fossey/JiaMei Tay/François Phan,/Laurianne Maury Ogilvy Paris, Paris/Ogilvy Singapore Singapore Chris Garbutt/Eugene Cheong Frederic Levron/Yvan Hiot/David Raichmann Baptiste Clinet/Nicolas Lautier/Floriant Bodet/Martin Olivier/Nicolas Gagner/Erdenechimeg Erden Baptiste Clinet/Nicolas Lautier/Floriant Bodet/Martin Olivier/Nicolas Gagner/Erdenechimeg Erden James Brook Partridge/Laure Bayle/Aurelie Appert Martin Olivier/Olivier Brechon Robyn Makynson Giovanni Fantoni Modena/Sibilla Morgantini Lorenzo Hassan Coca-Cola is all about sharing. To prove this we took Coca-Cola's one person classic can and designed it for two. Split your coke down the middle half for you, half for someone you love. Share it straight away. Half the size, but twice the happiness. The Sharing Can was launched in Singapore, consumer reaction was so positive that the Coca-Cola Company is in the process of expanding the operation globally.
Non-Traditional / Innovation Guerrilla Marketing Gold Winner Saatchi & Saatchi Berlin Berlin Diakonie Frankfurt, Samusocial, Spravedlivaya Pomosch, Shelter, Sozialwerke Pfarrer Sieber "Days of Hope" Saatchi & Saatchi Berlin Berlin GERMANY Diakonisches Werk für Frankfurt am Main des evangelischen Regionalverbandes Dagmar Keim-Hermann Michael Samak/Anke Schrot/Inken Dachsel/Theresa Helmich/Jonas Mueller Saatchi & Saatchi, Bucharest/Saatchi & Saatchi, Moscow/Saatchi & Saatchi, Belgrade/ Saatchi & Saatchi, Zurich/Saatchi & Saatchi,Warsaw John Pallant Oliver Kapusta/Johan H. Ohlson/Stuart Robinson/Veljko Golubovic Anne Petri/Zarko Veljkovic/Jürg Aemme/Max Olech Kathrin Schaller/Nikola Zmajevic/Felix Freese/Tanya Moseeva Christopher Jones/Fréderic Nogier/Anna Pushkareva Sarah Roth-Profenius/Michael M. Maschke Parasol Island Berlin Berlin Denis Guth Søren Haxholm Challenge: In winter, emergency shelters are overcrowded across Europe. Lots of homeless people have to sleep outside and run the risk of freezing to death. During the cold season, we want to attract more attention with an extraordinary campaign and invite people to donate. With these donations we should be able to assured the financing of emergency shelters, kitchens and a supply of clothes for our client Diakonie Frankfurt and their social partners all across Europe. Strategy: The homeless call attention to their critical situation themselves by anchoring the weather forecast on TV, reporting on the icy conditions instead of the usual presenters. Under the claim „DAYS OF HOPE“ we turn the standard “weather forecast” format into a platform for homeless people for the duration of 8 weeks. Solution: Instead of presenters the homeless anchor the weather forecast followed by an emotive message with an impactful charity appeal. By presenting the weather forecast in an innovative way we are able to convey the dangers of the cold temperatures more effectively. Within our agency-network, we spread the idea all over Europe. Under the claim “DAYS OF HOPE”, the innovative idea is implemented across Europe in Germany, Poland, Switzerland, Russia, Romania, Serbia and other countries through national TV stations. And through social media its influence is felt across the globe. Results: The unusual format attracted a lot of attention from the press, coverage on TV, blogs and social media with a global coverage, appearing in traditional and social media in over 60 countries. Up to 2 million viewers per day watched the live weather broadcasts. So far 350 million media impressions have been recorded. As well as receiving donations, direct results included job and housing offers resulting in further PR after a few days. With a media value of 7 Million EUR the campaign has raised much greater awareness for the hardships faced by the homeless, particularly during winter. Clients: Eva Stuttgart/Stadtmission Hamburg/Asphalt Hannover/Stadtmission Rostock/Polski Czerwony Krzyż; Account Management: Ivana Minovic/Zorica Marjanovic/Pascal Schaub/Stephanie Weber/Sonia Ducu/Konrad Kalinowski/Sonja Milovic; PR / Marketing: Isobel Kerr-Newell/Zoe Kent; Public Relations: Larisa Petrini/Ramona Dumitru/Kristina Vorobyova/Yana Brekotkina; Media/Production: Dmitry Panteleenko/Ana Mijajlovic/Ivan Zornic/Nemanja Stojanovic; Communication: Antonia Tucheac/Camelia Balinca; Creative Department: Laura Iane/Marius Tianu/Catalin Rulea/Dragana Petkovic; International Coordination: Heidi Tzavella; Editors: Luca Danscher/Lukas Remie/Stephan Krause; Muisc Production Compnay: Hastings Berlin; Music Composers: Jonathan Wulfes
Non-Traditional / Innovation Guerrilla Marketing Gold Winner Y&R South Africa Cape Town Hope Soap "Hope Soap" Y&R South Africa Cape Town SOUTH AFRICA Blikkiesdorp4Hope and Safety Lab Rowena Fester Y&R South Africa Cape Town Tony Granger Graham Lang Rui Alves Nkanyezi Masango, Graham Krige Justin Joshua/Rowan Foxcroft/Gareth Owen/Ayesha Mukadam Ashleigh Hamilton Rory Bonnes Aimee Pozniak The Fraternity Cape Town Challenge: In South Africa, thousands die every year in disadvantaged areas from preventable diseases like typhoid, diarrhoea, pneumonia and cholera. This is due to lack of hygiene. Worst of all, the diseases affect the most vulnerable and innocent - our children. No more is it true than in Blikkiesdorp, an informal settlement in the Western Cape, South Africa. We worked with Blikkiesdorp4hope, an accredited NGO backed by the Safety Lab, an organisation that works with the City of Cape Town. They wanted to increase awareness of hand hygiene and create a habit of hand washing among children in Blikkiesdorp. Solution: We created Hope Soap. A see-through bar of soap with a small toy inside. The only way to get to the toy is to use up the soap. Community leaders from Blikkiesdorp4hope handed out free bars of Hope Soap to disadvantaged children. The toy incentivised the kids to repeatedly wash their hands with their free bar of soap. Results: Hope Soap encouraged a change in the behaviour of children in Blikkiesdorp, by instilling the habit of hand washing. Frequent hand washing reduces illnesses by 70% and respiratory infections by 75%. In the end, the children’s small reward was a toy, but South Africa’s big reward was hope for a healthier nation. Cinematographer: Gareth Place; Editor: Paul Charles
Non-Traditional / Innovation Guerrilla Marketing Silver Winner DDB Group New Zealand Auckland YWCA Auckland "Coffee Cart" DDB Group New Zealand Auckland NEW ZEALAND YWCA Auckland Jenny Travers/Bob Glancy/Sean Brown/Rebecca Rassie DDB Group New Zealand Auckland Andy Fackrell Steve Kane Jonathan McMahon/Simone Loui/Lisa Fedyzyn/Toby Morris Jonathan McMahon/Simone Loui/Lisa Fedyzyn/Toby Morris Judy Thompson Jane Mill Planner: Jamie Barrett; Print Producer: Andy Robilliard; Print Designer: Amanda Summersby; DOP: Daniel Nagels
Non-Traditional / Innovation Guerrilla Marketing Silver Winner Voskhod Ekaterinburg City web-site URA.ru "Make the Politician work" Voskhod Ekaterinburg RUSSIA City web-site URA.ru Aksana Panova Voskhod Ekaterinburg Andrey Gubaydullin Evgeny Primachenko/Egor Gavrilin Vladislav Derevyannikh/Dmitry Maslakov Voskhod Ekaterinburg Yekaterinburg is the fourth largest Russian city and one of the very last in terms of quality of roads. The local site URA.RU decided to remind politicians that it is their duty to repair the roads. On three potholes in city center, we drew faces of the governor, the mayor and the vice-mayor. The news about caricatures with the reference to Ura.ru became a sensation. The politicians were no longer able to sit idle. The holes were fixed. Thus a special-purpose project Ura.ru/Roads was launched, where every citizen can submit a problem road with a demand to fix it.
Non-Traditional / Innovation Guerrilla Marketing Silver Winner Y&R Peru Lima Británico English Lessons "Piracy" Y&R Perú Lima PERU Británico English Institute Cecilia Kruger Carla Wilson Y&R Peru Lima Flavio Pantigoso Daniel Lobatón/Daniel de León Gonzalo Paredes We created our own subtitle files and seeded them on popular pirate download sites. We flooded the subtitles with translation mistakes so that they altered the sense of the series dialogue and made our message evident: Do not depend on subtitles. Switch to Británico. www.britanico.edu.pe The brand was therefore present in TV’s most popular series, in the most attention grabbing placement in the show: the subtitles. We seeded our SRTs on websites such as The Pirate Bay and Subdivx.com, two of the most popular sites for series downloads. Head of Art: Christian Sanchez
Non-Traditional / Innovation Guerrilla Marketing Bronze Winner Leo Burnett Colombiana Bogotá League Against Cancer Bogotá "Cancertweets" Leo Burnett Colombiana Bogotá COLOMBIA League Against Cancer Bogotá Alicia Guillén Natalia Valencia Leo Burnett Colombiana Bogotá Mark Tutssel Mauricio Sarmiento/Fernando Hernández Alexis Ospina/Carlos Oviedo/Rafael Reina Andrés Salamanca/Alexis Ospina Andrés López/Rafael Reina/Julián Vélez In house Leo Burnett Fabio Luque Maicol Vera Cancer is a silent disease: every year millions of people die for ignoring its symptoms. That's why we had to create a low budget action that made people feel what ́s like to have cancer and how easy it is to ignore it. We created Cancertweets, an action to make people experiment, in a personalized way, the silent manner in which cancer acts and how easy it can develop to a final stage without being aware of it. The complete campaign took place on twitter, which allowed us to reach thousands of people at zero cost. In adition the twitter platform allowed us to be certain that the message would reach the people we wanted, and thanks to them the message spread out all over the world. League Against Cancer is an organization with limited funds for advertising prevention campaigns However, in order to save more lives, they need people to know how to prevent cancer before it reaches final stage. That ́s why Cancertweets was so important to them. It wasn ́t just a campaign talking about cancer, it actually made every person feel what it was like to have cancer and how easy it was to ignore it. But it wasn ́t just that. Best of all, League Against Cancer had a successful campaing, full of free press, without spending a dime. Campaign Data: - 4 months in action on Twitter, a free social network. - More than 20 million of impacts on Twitter. - After this action, League Against Cancer Twitter account increased their followers up to 900%. - Sales cost per response: US$ 0. - During the action, we got thousands of free RTS from famous people. - Twice Trendtopic in Colombia with #cancervirtual. - 12 different countries talked about cancertweets on different media. - Free press in radio stations, tv shows and more than 70 digital newspapers, included la BBC of London. - As in real life, 99% of users detected the virtual cancer on their critical stage. Community Managers: Alejandra Melo/Camilo Mendivelso/Camilo Torres/César Peralta/Carlos Leguizamón/Carlos Oviedo/Andrés Salamanca
Non-Traditional / Innovation Guerrilla Marketing Finalist Abby Norm Stockholm Adobe Nordic "Photoshop Live - Street Retouch Prank" Abby Norm Stockholm SWEDEN Adobe Nordic Mariah Andén Andreas Morne Abby Norm Stockholm Emil Frid/Olle Nordell Dan Göransson Brief With no media budget, Adobe wanted to promote its event Creative days and to move the brand image of Adobe from being seen as just a software provider, to becoming an enabler of creativity. Strategy The plan was to create a piece of content that would be innovative, fun and inspiring enough to reach our audience via social and news media. To make the content enforce Adobe’s position as a creative brand, we decided to highlight Photoshop – as it is Adobe’s strongest and most well-known brand – and showcase its creative potential. Solution Using custom built software, a hidden camera crew and one of the best Photoshop artist around, we created the video The Photoshop Live- Street Retouch Prank. In the video we captured the priceless reactions of unsuspected commuters who were secretly photographed while waiting for a bus, and then photoshopped into amusing positions and implied relationships in the poster ad inside the bus stop. The YouTube-video reached 11 million views in 3 days, and is now at 15,726,683 views and counting. The stunt was featured on global media such as CNN, Al Jazeera and Fox, and spread around the world. Interactive Creative Director/Art Director: Oskar Hellqvist; Assistant Art Director: Oscar Sjöqvist; Production Company: We are digital; Film Production: Autoboys; Photographer & Retouch Artist: Erik Johansson; Final Art: Anders Grawin; Production Manager: Anna Fares/Karin Lindevall; Project Manager: Gisela Bovin; Music: Hannes Lidén/Bessem Bedziri
Non-Traditional / Innovation Guerrilla Marketing Finalist iURL Buenos Aires Advertisers Without Borders - Child Labor "The Children NOTwork" iURL Martinez ARGENTINA Advertisers Without Borders Nicolas Cresci iURL, Buenos Aires/Coupe Buenos Aires Alex Smith Working for Advertisers Without Borders, we came across the opportunity to create a campaign aimed at generating awareness about Child Labor. There was no budget for media or production. Thinking on ideas, we've discovered that LinkedIn has no age limit for registration. So, on the LinkedIn network, we created TheChildrenNotwork, a campaign to raise awareness that child labour goes unnoticed by people at large. We created profiles of companies from all over the world, including textile, coffee, etc. Next we created fictitious profiles of children who supposedly worked in those companies. Children began sending direct communications to hundreds of other network users, inviting them to enter athechildrennotwork.org, with detailed information on child labor. The initiative soon became a talkative conversation in social networking sites. Thousands of people shared the campaign on their walls, on twitter, and on blogs in many languages. International organisations joined up, and the world media disseminated the news. The problem can only be solved if we all get down to work. The Children NotWork. Digital Production: iURL, Buenos Aires
Non-Traditional / Innovation Guerrilla Marketing Finalist Memac Ogilvy & Mather Dubai Sawa Mninjah "Rescue Radio, The Rescue Continues" Memac Ogilvy & Mather Dubai UNITED ARAB EMIRATES Sawa Mninjah Alexandra Saade Memac Ogilvy & Mather Dubai Ben Knight/Ramzi Moutran Logan Allanson/Dylan Kidson/Chris Hart Logan Allanson/Chris Hart Eardrum Australia Sydney Ralph van Dijk Lesley Chambers In Lebanon, there are 200,000 foreign domestic workers, mostly from countries like the Philippines, Sri Lanka, Kenya and Nepal. They arrive hoping to support their families back home, but the reality is that thousands are physically and sexually abused. Often they are locked up and prevented from leaving their employers’ homes for months on end, making it impossible for charities to reach out to them without attracting unwanted attention from their abusive employers. So we found a unique way in. We created radio ads in languages only the domestic workers could understand and played them on popular Lebanese stations. Disguised as typical ads, they broke into employers' homes, delivering our secret message of hope. The ads specifically targeted domestic workers of different nationalities by focusing on themes they would relate to. By carefully crafting the story and sounds, the ads piqued the workers interest so we could deliver our message. The project has helped save four abused workers and is ongoing. Film Production Company:: Muddville Dubai; Film Producer: Cariann Lobo Fernandez; Sound Studio: Song Zu, Sydney/I&G Media; Sound Engineers: Abby Sie/Simon Kane/Phil Muscatello; Editor: Christian Heyne; Voice Casting: EarCasting
Non-Traditional / Innovation Guerrilla Marketing Finalist plan.net/ serviceplan Munich SWISS International Air Lines "Instagram Takeover" serviceplan group gmbh & co. kg Munich GERMANY SWISS International Air Lines Ltd. Alexander Strehler Florian Nettesheim plan.net/ serviceplan Munich Alexander Schill Axel Thomsen Christoph Noe Matthijs Mejan/Felix Steingrube The Instagram photo-sharing service has 100 million users worldwide. Until today the platform doesn’t have any bookable advertising space. With “Instagram Takeover“ we have summarily changed that and hijacked the users’ hashtag-based photostreams. Where hashtags matched flight destinations in Switzerland, such as the International Motor Show in Geneva (e.g. #genevamotorshow), users would unexpectedly come across flight offers from SWISS. And, of course, every flight could be booked immediately — making this the first, genuine sales campaign on Instagram. Creative Producer: Florian Panier
Non-Traditional / Product/Service - Single Home Furnishings/Appliances Finalist VCCP Madrid Madrid DeS´S "My Mattress Savings Bank" VCCP Spain Madrid SPAIN DeS´S Francisco Santos Javier Suso VCCP Spain Madrid Beto Nahmad/Javier Suso Beto Nahmad Beto Nahmad Javi del Río/Oscar Moreno Sergio Riquelme/Walter Belenky David Sousa/Laia Prades/Sonia Romero
Non-Traditional / Innovation Interactive Installations Gold Winner Leo Burnett Sydney Coca-Cola "Small World Machines" Leo Burnett Sydney AUSTRALIA Coca-Cola Jackie Jantos Bob Raidt/Katie Nikolaus Leo Burnett Sydney/Chicago Mark Tutssel Andy DiLallo Grant McAloon/Vince Lagana/Dave Loew/Jon Wyville/Sebastian Garin Iggy Rodriguez Justin Carew/Andy DiLallo Michael Shanahan/Amir Mireskandari Adrian Gunadi Stephen Clark/Michelle Brown/Susannah DiLallo Omari Miller/John-Henry Pajak/David Mugford Highlight Films Patrick Fileti The task was to bring to life Coca-Cola’s new ‘Crazy for Good’ strategy in an optimistic and powerful way. Reinforcing Coca-Cola’s values and proving that what unites us is stronger than what sets us apart us. To do this Coca-Cola put themselves between two nations who have been in conflict for over 60 years: India and Pakistan. It then connected them with a live communication portal like no other: Small World Machines. Over 3 days, the machines allowed Indians and Pakistanis to share an all too rare moment of happiness. Each machine is equipped with body length touchscreens invented for the campaign. Allowing for the projection of an image on the screen, while filming a subject standing before it, they are the first screens ever to allow eye-to-eye contact and physical interaction. A flash animated interface prompted the sharing of messages of peace, love and happiness. Each participant was rewarded with a bespoke can of Coca-Cola bearing the languages of the 2 countries. 2nd Unit Director: Angus Forbest; Technology Partner: The Super Group
Non-Traditional / Innovation Interactive Installations Silver Winner Memac Ogilvy Label Tunisia Tunis C.S Hammam Lif "Mobilizing the 12th Man" Memac Ogilvy Label Tunis Mahrajene TUNISIA C.S Hammam Lif Fadhel Ben Hamza Mouna Ben Hammouda Memac Ogilvy Label/OgilvyAction Tunisia Tunis Nicolas Courant Mehdi Lamloum/Sascha Kuntze David Zellerfor/ Bedis Benamor Ali Abdennadher/Zied Ben Zlaoui Gerald Heraud/Leo Ehrlich/Alexandre Chaulet/Niv Banhiamad/Yosri Mimouna Propaganda Tunis Xavier Mairesse Imed Marzouk/Doug Scott Mehdi Larguech/Med Habib Mesbah - Atelier 216 Aref Ben Saad/Issam Babchia/Bilel Saoudi - Atelier 216 This is how a Football Club integrated TV and Mobile to turn its fans back into powerful support: 2 years after the Arab Spring, tension amongst the Tunisian remained. For security reasons, the Government decided that all professional Football League games had to be played without any audience in stadiums. Forcing teams and their fans into a frustrating long distance relationship. At the end of a football season with average results, Historical Tunis team C.S Hammam-Lif faced a critical situation. Ties with their fans had eroded. And the most important game of the year approached: the deciding moment whether C.S Hammam-Lif stayed in the league or not. The team really needed its fans back. Idea: We created the 12th Man App and brought back fans into the stadium. The 12th Man is a downloadable mobile application that connects every fan to 40 speakers placed inside the stadium. The app enables them to support their team while watching the game live on TV. A simple tap on sound icons is instantly turned into powerful support: cheering, clapping, drumming, singing... The more people press, the louder the sound in the stadium. The 12th man app turned phones, which were only used to talk about games, into a tool to influence the result of the game. By integrating the two most popular screens (mobile and TV) during a live event and linking fans to stadiums, we empowered them again. Vice versa, the app gave C.S Hammam-Lif the support it needed to win the crucial game and positioned the club as one that truly cares about its fans, keeping them involved in the game against all odds. Results: The 12th man app made Headline news. Energized by the support of their fans, C.S Hammam-Lif won by 1-0, securing their place in the league. In a stadium with the capacity of 12.000, the app brought together 93.100 fans, with 1.2 million others watching the game. If you're a football fan, you can probably agree: the 12th man app saved the meaning of life.
Non-Traditional / Innovation Interactive Installations Bronze Winner DLKWLowe London Domestos "See Through Loo" DLKW LOWE London UNITED KINGDOM Unilever Rik Strubel Richard Ellis/Sam McLeod/Ross Marshall DLKWLowe London Richard Denney/Dave Henderson Basil Mina Frances Leach Christopher Bowsher Trudy Waldron Charlotte Stirrup Connected Pictures London JP Lewis Jon Ayres Petra Tiziani Over 1 billion people worldwide have no access to a toilet and are forced to go in the open, leading to disease and even death. Domestos is working with UNICEF and the Unilever Foundation to raise awareness of the issue. As part of this initiative we constructed a special public toilet in the middle of Piccadilly Circus in Central London. Made with one-way mirrors, the public couldn’t see in, but the person sitting inside could see out. It meant people could experience what it feels like for those in the Third World who are forced to go in the open.
Non-Traditional / Innovation Interactive Installations Finalist Ogilvy & Mather Amsterdam Amsterdam IBM "Aurora's Idea" Ogilvy & Mather Amsterdam Amsterdam THE NETHERLANDS IBM Chantal de Lie Mariette Hamer/Zilla Smith/Lianne van der Meij-Rodewijk Ogilvy & Mather Amsterdam Amsterdam Darre van Dijk Henk Nieuwenhuis Henk Nieuwenhuis/Joost van Nistelrooij Bart te Riele/Oscar Flinterman Brenda Bentz van den Berg Frans Smit With solutions for today’s challenges in traffic, energy, safety and more, IBM is striving towards a ‘Smarter Planet’ with solutions to make our world work better. A vision that goes beyond a mere business proposition. IBM wanted to get this vision across to leaders in business and government in the Netherlands. But due to a limited communications budget IBM can’t use mass media. So to have impact we needed to communicate it in a simple and compelling way. Not by telling, but by experiencing. Making the world work better starts by thinking in an unrestricted way about new solutions. Let our imagination as free as children do. To prove this we asked kids to come up with ideas to improve our lives. Aurora was one of them. She thinks it’s strange most drivers don’t stop at a zebra crossing. So she came up with the idea to make it light up when stepping on it. So cars will stop and everybody can cross the street safely. We wanted to realize this idea, capture people’s reactions and show it to the target audience. IBM is all about innovation and progress. Not only through technique, but also with original thinking in an unrestricted way. Children are a good example for doing that. And if IBM can make their ideas work, they can make everything work. Furthermore IBM is all about progress for the future, which of course will be our children’s world. And last but not least: we wanted to show an emotional side of a brand that is very much seen as cold and technological by appealing to people’s hearts as well as their brains. In every way we succeeded. To get it to the target audience, Aurora asked them to look at her idea in a personal way. We sent an eye-catching direct mail to a select group. We shot a separate video of Aurora, which we used for targeted banners. And we targeted the video directly via social media like Linkedin. The video was watched over 100.000 times. It inspired companies to share their ideas with IBM. The result? Revenue grew by 6% in a market that shrunk by 8%. And the good news for Aurora: six major cities are talking to IBM about her idea.
Non-Traditional / Innovation Live Events - Beyond Advertising Gold Winner Cheil Worldwide Seoul Samsung Life Insurance "Bridge of Life" Cheil Worldwide Seoul KOREA Samsung Life Insurance Jungho Park Cheil Worldwide Seoul Jeongkeun Yoo Joohoon Lee Kim, Yukyung Joo/Yongkyu Choi/Jieun Park Hyungkyun Oh/Jaeyeon Kim/Minjoo Kim/Jiyeon Choi/Jinwoo Ryu/Chaehoon Lee Choi ji-won/Song dong-ik Giringreem Film Seoul Lee jae-chul Dukwon Jang Youchan Shin Chang-hwa Yeo
Non-Traditional / Innovation Live Events - Beyond Advertising Gold Winner Leo Burnett Sydney Coca-Cola "Small World Machines" Leo Burnett Sydney AUSTRALIA Coca-Cola Bob Raidt/Katie Nikolaus Leo Burnett Sydney/Chicago Mark Tutssel Andy DiLallo Grant McAloon/Vince Lagana/Dave Loew/Jon Wyville/Sebastian Garin Iggy Rodriguez Justin Carew/Andy DiLallo Michael Shanahan/Amir Mireskandari Adrian Gunadi Stephen Clark/Michelle Brown/Susannah DiLallo Brendan Crich/Keong Seet/Scott North Omari Millers/John-Henry Pajak/David Mugford Highlight Films Patrick Fileti The task was to bring to life Coca-Cola’s new ‘Crazy for Good’ strategy in an optimistic and powerful way. Reinforcing Coca-Cola’s values and proving that what unites us is stronger than what sets us apart us. To do this Coca-Cola put themselves between two nations who have been in conflict for over 60 years: India and Pakistan. It then connected them with a live communication portal like no other: Small World Machines. Over 3 days, the machines allowed Indians and Pakistanis to share an all too rare moment of happiness. Each machine is equipped with body length touchscreens invented for the campaign. Allowing for the projection of an image on the screen, while filming a subject standing before it, they are the first screens ever to allow eye-to-eye contact and physical interaction. A flash animated interface prompted the sharing of messages of peace, love and happiness. Each participant was rewarded with a bespoke can of Coca-Cola bearing the languages of the 2 countries. 2nd Unit Director: Angus Forbes; Technology Partner: The Super Group
Non-Traditional / Innovation Live Events - Beyond Advertising Gold Winner Leo Burnett Tailor Made São Paulo Hemoba "My Blood is Red and Black" Leo Burnett Tailor Made São Paulo BRAZIL Hemoba / E.C.Vitória Adilson Baptista Jr/Leandro Hamiro dos Santos/Carlos Sérgio Falcão/Alexi Portela Pablo Artega/Junior Bottura/Anelene Putini Leo Burnett Tailor Made São Paulo Marcelo Reis Guilherme Jahara Marcelo Reis/Rodrigo Jatene Erick Mendonça/João Caetano Brasil Rodolfo Fernandes/Alexandre Pagano/Guilherme Jahara Celso Groba/Maria Fernanda Moura/Rafael Messias/Camila Aquino Vetor Zero/Brasileira Filmes Bia Flecha/Fernando Sanches Editor:: Thiago Avelaneda/Jack La Noyé

; Sound Company: AudioBoutique
Non-Traditional / Innovation Live Events - Beyond Advertising Gold Winner Saatchi & Saatchi Berlin Berlin Diakonie Frankfurt, Samusocial, Spravedlivaya Pomosch, Shelter, Sozialwerke Pfarrer Sieber "Days of Hope" Saatchi & Saatchi Berlin Berlin GERMANY Diakonisches Werk für Frankfurt am Main des evangelischen Regionalverbandes Dagmar Keim-Hermann Michael Samak/Anke Schrot/Inken Dachsel/Theresa Helmich/Jonas Mueller Saatchi & Saatchi, Bucharest/Saatchi & Saatchi, Moscow/Saatchi & Saatchi, Belgrade/ Saatchi & Saatchi, Zurich/Saatchi & Saatchi,Warsaw John Pallant Oliver Kapusta/Johan H. Ohlson/Stuart Robinson/Veljko Golubovic Anne Petri/Zarko Veljkovic/Jürg Aemme/Max Olech Kathrin Schaller/Nikola Zmajevic/Felix Freese/Tanya Moseeva Christopher Jones/Fréderic Nogier/Anna Pushkareva Sarah Roth-Profenius/Michael M. Maschke Parasol Island Berlin Berlin Denis Guth Søren Haxholm Challenge: In winter, emergency shelters are overcrowded across Europe. Lots of homeless people have to sleep outside and run the risk of freezing to death. During the cold season, we want to attract more attention with an extraordinary campaign and invite people to donate. With these donations we should be able to assured the financing of emergency shelters, kitchens and a supply of clothes for our client Diakonie Frankfurt and their social partners all across Europe. Strategy: The homeless call attention to their critical situation themselves by anchoring the weather forecast on TV, reporting on the icy conditions instead of the usual presenters. Under the claim „DAYS OF HOPE“ we turn the standard “weather forecast” format into a platform for homeless people for the duration of 8 weeks. Solution: Under the claim „DAYS OF HOPE“ we turn the standard “weather forecast” format into a platform for homeless people for a duration of 8 weeks. Instead of presenters the homeless anchor the weather forecast followed by an emotive message with an impactful charity appeal. By presenting the weather forecast in an innovative way we are able to convey the dangers of the cold temperatures more effectively. Within our agency-network, we spread the idea all over Europe. Under the claim “DAYS OF HOPE”, the innovative idea is implemented across Europe in Germany, Poland, Switzerland, Russia, Romania, Serbia and other countries through national TV stations. And through social media its influence is felt across the globe. Results: The unusual format attracted a lot of attention from the press, coverage on TV, blogs and social media with a global coverage, appearing in traditional and social media in over 60 countries. Up to 2 million viewers per day watched the live weather broadcasts. So far 350 million media impressions have been recorded. As well as receiving donations, direct results included job and housing offers resulting in further PR after a few days. With a media value of 7 Million EUR the campaign has raised much greater awareness for the hardships faced by the homeless particularly during winter. Clients: Eva Stuttgart/Stadtmission Hamburg/Asphalt Hannover/Stadtmission Rostock/Polski Czerwony Krzyż; Account Management: Ivana Minovic/Zorica Marjanovic/Pascal Schaub/Stephanie Weber/Sonia Ducu/Konrad Kalinowski/Sonja Milovic; PR / Marketing: Isobel Kerr-Newell/Zoe Kent; Public Relations: Larisa Petrini/Ramona Dumitru/Kristina Vorobyova/Yana Brekotkina; Media/Production: Dmitry Panteleenko/Ana Mijajlovic/Ivan Zornic/Nemanja Stojanovic; Communication: Antonia Tucheac/Camelia Balinca; Creative Department: Laura Iane/Marius Tianu/Catalin Rulea/Dragana Petkovic; International Coordination: Heidi Tzavella; Editors: Luca Danscher/Lukas Remie/Stephan Krause; Music Production Company: Hastings Berlin; Music Composers: Jonathan Wulfes
Non-Traditional / Innovation Live Events - Beyond Advertising Silver Winner BBDO Germany Berlin BUND "Tree Concert" BBDO Germany GmbH Duesseldorf GERMANY BUND - Bund für Umwelt und Naturschutz Deutschland Landesverband Berlin e.V. Andreas Jarfe D. Spakowski/S. Schlosser/J. Jonker/M. Luecker/F. Haegele/E. Dietzsch/C. Biggeleben/M. Groewe BBDO Proximity Berlin Berlin Wolfgang Schneider Jan Harbeck Lukas Liske Daniel Schweinzer Silke Rochow/Julia Diehl Gang of Berlin Berlin Mat Neidhardt/Friederike Seifert Robert Bilz Kirsten Schulz Berlin loses thousands of city trees every year. "Friends of the Earth Germany" aims to stop this trend. Our idea: a one of a kind charity concert - with a chestnut tree as the musician. For him we built a unique instrument: each impact of a falling chestnut produced an artistic composition of sound and light. So the tree could play for his companions and collect donations. “Tree Concert“ gained massive media coverage and lead to a new donation record for the preservation of trees. Creative Managing Directors: Jan Harbeck/David Mously; Head of TV: Steffen Gentis; Designer: Steve Bergmann/Alexej Alschiz; Digital Design: Kamil Garbacz; Concept Online: Yassin Taibi/René Bieder; Sound Design: Philipp Toegel; Light Design: Sandra Glaser
Non-Traditional / Innovation Live Events - Beyond Advertising Silver Winner Duval Guillaume Modem Antwerp Carlsberg "Poker" Duval Guillaume Antwerp BELGIUM Carlsberg Thomas L. Busch Elke Janssens/Bart Verschueren Duval Guillaume Modem Antwerp Geoffrey Hantson/Katrien Bottez Dries De Wilde Koenraad Lefever Marc Van Buggenhout Monodot Brussels Cecilia Verheyden Tatiana Pierre Bo De Group/Charlotte Cotman Pieter van Alphen Postproduction Manager: Frauke Dierickx; Digital Strategic Director: Kris Hoet; Conversation Manager: Maarten Van Herck; Editor: Joris Vanden Berk
Non-Traditional / Innovation Live Events - Beyond Advertising Silver Winner McCann Melbourne Melbourne Department of Families, Housing, Community Services and Indigenous Affairs "Impossible Orchestra" McCann Melbourne AUSTRALIA Care Aware Megan Jones Adrian Mills McCann Melbourne Melbourne John Mescall Pat Baron Natasha Wood/John Mescall Matt Stoddart/Pat Baron Jo Alach Scott Hall/Pat Baron Airbag Productions Melbourne Aaron Wilson Katrina Fleming/Victoria Conners-Bell Australia has 2.6 million unpaid family carers. They care for their disabled children and their partners 24 hours a day with almost no recognition. Our task was to find a way to launch the Federal Government’s National Carer Awareness Initiative by honouring the nation’s carers and drawing attention to the significant role they play. When you’re a carer, you never top caring. You might get the odd break but mentally, you’re always with the one you care for. So in order to draw attention to the significant role that carers play we needed an idea befitting their tireless efforts. The idea: Tell the story of what it’s like to care nonstop through a 24 hour, nonstop orchestral concert. Our primary target for this campaign was all Australian's 55+. Our objective was to raise awareness of carer related issues in this segment by 10%. To achieve this impossible challenge, we assembled over 200 of Australia’s finest classical musicians from our leading orchestras and challenged them to play for 24 hours in one of Australia’s finest concert venues – Melbourne’s Hamer Hall. During the event, carers and those they cared for rotated through the orchestra as guest musicians and conductors, including the carers from our short films. Many of the musicians themselves were also carers, and also told their stories throughout the 24 hours - bringing to life the message - When we work together, nothing is impossible. The whole event was broadcast to a live audience online. Almost every Australian will become a carer, or be cared for at some stage of their lives. So, with absolutely no money for media, our task was to find a way to launch the Federal Government’s National Carer Awareness Initiative by honouring the nation’s carers and drawing attention to the significant role they play. A secondary goal was to promote attendance at the concert (a 2,500 seat venue) and awareness online through the broadcast. The Strategy Caring is a somber issue. It affects millions of people, but few talk about it because it's not something that people want to talk about. So our strategy was to take an issue that people didn't want to engage with, and wrap it in a positive idea that would draw people to it. The whole event was captured for a feature length documentary and broadcast to a live audience online. Results 6,500 people attended the concert in person. Over 40 countries watched the event live online. The event trended twice on Twitter. The campaign message reached 217 news outlets nationwide, earned 15 minutes of national TV coverage earned 1 hour of radio coverage and reached 13.7 million Australians. In post campaign research the campaign achieved a 35% increase in awareness of caring as an issue amongst our target audience and a 20% increase in awareness of caring as an issue amongst all Australians (Qant research). Group Account Director: Zoe Brown; Account Director: Emily Yarwood; Music: Brett Kelly
Non-Traditional / Innovation Live Events - Beyond Advertising Silver Winner Ogilvy Beijing Beijing PETA "Fur Hurts" Ogilvy & Mather Beijing CHINA PETA Ashley Fruno Peony Wu/Uma Wang/Sandy Wu Ogilvy Beijing Beijing Graham Fink Juggi Ramakrishnan Xingsheng Qi/Wilson Chow Guilin Bo/Awing Chen/Ming Law Kweichee Lam Morris Ku/Peggy Wang/Ashley Chen/Hang Qi Imagine being skinned alive. We then try to visualise that pain by using a half million needles sticking into fur animal sculptures of different species. We want to draw the viewers with the beauty of the animal sculptures and then surprise them when they discover the animals are covered with needles instead of fur. Professor.Shenyang University: Xie Yong; Senior Account Manager Ogilvy & Mather Advertising Beijing: Iris Huang; Senior Account Executive Ogilvy & Mather Advertising Beijing: Freya Yan; National Knowledge Manager Ogilvy Public Relations Beijing: Olivia Fang; Business Director Neo@Ogilvy Beijing: Canna Jiao
Non-Traditional / Innovation Live Events - Beyond Advertising Silver Winner serviceplan Munich SKY "SKY Livespots" serviceplan group gmbh & co. kg Munich GERMANY Sky Germany Ivo Hoevel Alexander Wieland/Katrin Eberbach/Felix Emmerlich serviceplan Munich Alexander Schill Matthias Harbeck Sandra Loibl/Oliver Palmer Lorenz Langgartner/Frank Seiler Franz Roeppischer Andreas Heuschneider Situation: Germans love to watch football. But only the pay TV channel Sky broadcasts all matches live and in full length. Promote this exclusive offer to the broad public TV audience. Idea: We broadcast the Sky exclusive Champions League match Arsenal London versus Bayern München on 19th February 2013 to ad breaks on free-TV: Six individual live ads. 60 seconds each. On four major channels. Outcome: 5.3 Mio. viewers on TV. Huge media echo, generating 160 Mio. Media Impressions. Trending topic on twitter. Client Service Director - Mindshare: Daniel Epailly; Creative Producer: Florian Panier
Non-Traditional / Innovation Live Events - Beyond Advertising Bronze Winner BBDO Germany Duesseldorf WWF "The Ant Rally" BBDO Germany GmbH Duesseldorf GERMANY WWF - Worldwide Fund for Nature Dirk Reinsberg Sebastian KoenenLina Gilles BBDO Proximity Duesseldorf Duesseldorf Wolfgang Schneider Christian Mommertz/Carsten Bolk Ramón Scheffer Fabian Pensel Jochen Manz Fabian Pensel Parasol Island Duesseldorf Moritz von Schroetter/Kim Duesselberg/Jack Gregory Donald From March 6th to 9th 2013, an extraordinary protest rally took place in the Cologne zoo. Animals of the rainforest advocated the rescue of their habitat. Hundreds of thousands of leaf cutter ants marched through their terrarium for four days and asked the public for support with requests like „Help“and „Ban the Saw“. The show stopper: The slogans were made out of real leafs and were carried by the insects themselves. Creative Managing Directors: Christian Mommertz/Sebastian Hardieck; Head of TV: Steffen Gentis; Visual Effects: Andreas Landgraf; Directors of Photography: Ahmet Tan/Ami Rodrigues; Editor: Stephan Krause; Setting: Hans-Guenther Reiske
Non-Traditional / Innovation Live Events - Beyond Advertising Bronze Winner JWT New York New York Macy's "Yes, Virginia The Musical" JWT New York New York UNITED STATES Macy's Joe Feczko/Betsy Spence/Audrey De Shong JWT New York New York Craig Love/Shayne Millington Justine Cotter Raihana Halim/Ben Chiang Mike Geiger Greenpoint Pictures/Stopp LA Global Business Director: Claire Capeci; OVP Marketing Strategy/Senior Marketing Manager: Serena Potter/Nicole Mason; GVP Media Relations/VP National Media Relations/Director Media Relations: Robin Reibel/Holly Thomas/Julie Strider; GVP/Media/Evp Digital Media/Multicultural Advertising: Tony Giannini/Jen Kasper; Account Director: Angela Rebong Brown; Chief Creative Officer North America: Jeff Benjamin; Co-Chief Creative Officers New York: Matt Macdonald/Ryan Kutscher; Executive Producer: Robin Feldman; Head Of Production: Sergio Lopez; Senior Broadcast Producer/Senior Line Producer: Andrea Curtin/Atalie Kessler; Executive Digital Producer/Digital Producer: Margaret Mclaughlin/Vanessa Scanlan; Director of Digital Production: Paul Sutton; Writer/Lyricist/Composer: Macy's Parade And Entertainment Group: William Schermerhorn/Wesley Whatley
Non-Traditional / Innovation Live Events - Beyond Advertising Bronze Winner Kitchen Leo Burnett Oslo Norwegian Public Roads Administration - Seat Belt Campaign "Fast & Safe" Kitchen Leo Burnett Oslo NORWAY Norwegian Public Roads Administration Nils Fredrik Lysebo Roald Ankerstad Kitchen Leo Burnett Oslo Bendik Romstad Øystein Vik/Ole Hallvard Kveseth Caroline Werring Otnes One Big Happy Family Oslo Sebastian Wartin Marte Helgesen/Cecilie Tidemann Drivers who don´t use seat belts are often young, immature and inexperienced. We wanted to find a forum which put our message about using seat belts into a relevant context for this group. We decided to coup the premiere of the high testosterone film, Fast & Furious 6. A film event our target group most surely would attend. Motion Designer: Adam Gruner; Product Manager: Nina Motzfeldt
Non-Traditional / Innovation Live Events - Beyond Advertising Bronze Winner Leo Burnett New York New York The Village Voice Newspaper "New York Writes Itself//8 Million Protagonists" Leo Burnett New York New York UNITED STATES The Village Voice Newspaper Josh Fromson, Publisher Tom Flanagan, MD Leo Burnett New York New York Mark Tutssel Jay Benjamin Michael Canning/Kieran Antill Simen Braathen Jeremy Fox Shaina Stigler Steven Jordao LB Entertainment; Bill Thomas New York Stephen Bishop Seely Village Voice is an editorial channel that has a heritage of capturing the real, uncensored voice of New York. Our challenge was prove this brand position, and at the same time, re-establish the Village Voice as the go-to source of arts and culture. The objective was to re-establish the Village Voice as the real uncensored voice of New York, and a brand that is in touch with New Yorkers and the cultural scene of the city. Our strategy was to create a campaign that would not just advertise the Village Voice, but would give New Yorkers a new way to get involved in the creation of cultural content with the brand. The solution was ‘New York Writes Itself.com’, a simple online destination for New Yorkers to write down the real, uncensored stories they see and hear on the streets everyday. In 2012, a collection of the best stories submitted were woven together to create the script for a first of its kind Off-Broadway play, called ‘8 Million Protagonists’. The show brought the real, uncensored stories and experiences of New Yorkers to life on stage in the plot of a typical day in NYC, and the melting pot of characters you meet. ‘8 Million Protagonists’ is the first entirely crowd sourced play of its kind. Account Executive: Emily Brau; Script Writer: Caitlin Gallo; Senior Art Director: Stian Bugten; Cultural Architect: Max Goodwin; Choreographer: Jimmy Burgio; Music and Sound: Motive/Mophonics/Big Foote Music + Sound/Heard City/Sophie Zamchick/Maryanna Sokol/Dana Hartman/World War
Non-Traditional / Innovation Live Events - Beyond Advertising Bronze Winner Memac Ogilvy Label Tunisia Tunis C.S Hammam Lif "Mobilizing the 12th Man" Memac Ogilvy Label Tunis Mahrajene TUNISIA C.S Hammam Lif Fadhel Ben Hamza Mouna Ben Hammouda Memac Ogilvy Label/OgilvyAction Tunisia Tunis Nicolas Courant Mehdi Lamloum/Sascha Kuntze David Zellerford/Bedis Benamor Ali Abdennadher/Zied Ben Zlaoui Gerald Heraud/Leo Ehrlich/Alexandre Chaulet/Niv Banhiamad/Yosri Mimouna Propaganda Tunis Xavier Mairesse Imed Marzouk/Doug Scott Mehdi Larguech/Med Habib Mesbah - Atelier 216 Aref Ben Saad/Issam Babchia/Bilel Saoudi - Atelier 216 This is how a Football Club brought 93100 fans in a 12000 Seat capacity empty stadium: 2 years after the Arab Spring, tension amongst the Tunisian remained. For security reasons, the Government decided that all professional Football League games had to be played without any audience in stadiums. Forcing teams and their fans into a frustrating long distance relationship. At the end of a football season with average results, Historical Tunis team C.S Hammam-Lif faced a critical situation. Ties with their fans had eroded. And the most important game of the year approached: the deciding moment whether C.S Hammam-Lif stayed in the league or not. The team really needed its fans back. Idea: We created the 12th Man App and brought back fans into the stadium. The 12th Man is a downloadable mobile application that connects every fan to 40 speakers placed inside the stadium. The app enables them to support their team while watching the game live on TV. A simple tap on sound icons is instantly turned into powerful support: cheering, clapping, drumming, singing... The more people press, the louder the sound in the stadium. The 12th man app turned phones, which were only used to talk about games, into a tool to influence the result of the game. By integrating the two most popular screens (mobile and TV) during a live event and linking fans to stadiums, we empowered them again. Vice versa, the app gave C.S Hammam-Lif the support it needed to win the crucial game and positioned the club as one that truly cares about its fans, keeping them involved in the game against all odds. Results: The 12th man app made Headline news. Energized by the support of their fans, C.S Hammam-Lif won by 1-0, securing their place in the league. In a stadium with the capacity of 12.000, the app brought together 93.100 fans, with 1.2 million others watching the game. If you're a football fan, you can probably agree: the 12th man app saved the meaning of life.
Non-Traditional / Innovation Live Events - Beyond Advertising Finalist Duval Guillaume Modem Antwerp Coca-Cola Zero "You have 70 seconds" Duval Guillaume Antwerp BELGIUM Coca-Cola Company Thibault Geenen Sylvie Verbruggen/Nathalie Rahbani/Tuyen Pham Xuan Duval Guillaume Modem Antwerp Geoffrey Hantson/Katrien Bottez Ralf De Houwer/Dries De Wilde Jonas Caluwe Marc Van Buggenhout Monodot Brussels Cecilia Verheyden Tatiana Pierre/Bo De Group GRID Brussels Planner: Maarten Van Herck; Head of Digital: Kris Hoet
Non-Traditional / Innovation Live Events - Beyond Advertising Finalist Duval Guillaume Modem Antwerp Febelfin (Association of Belgian Banks) "Amazing Mindreader" Duval Guillaume Antwerp BELGIUM Febelfin Pamela Renders Karel Vinck/Elke Janssens/Tuyen Pham Xuan Duval Guillaume Modem Antwerp Geoffrey Hantson/Katrien Bottez Ralf De Houwer Jonas Caluwe Caviar Brussels Tom Willems Kato Maes/Ruben Goots/Jonas Van Herp Planner: Maarten Van Herck; Multi-cam Regie: Stefaan Fortemps; Head of Digital: Kris Hoet; Music Composer: Gregory Caron (Sons-Seuls)
Non-Traditional / Innovation Live Events - Beyond Advertising Finalist Y&R Peru Lima Skin cancer awareness "The Solar BBQ" Y&R Perú Lima PERU Peruvian League Against Cancer Javier Penny Manuel Ahumada Y&R PERU Lima Flavio Pantigoso Daniel Lobatón/Gonzalo Paredes Ricky Solano Gonzalo Arica Cecilia de Souza We created The Solar BBQ, a solar grill that can cook any kind of meat using only the power of the sun. We visited 20 of the most popular beaches of Lima and, with the help of a renowned chef, we launched this unique product. We invited the spectators to try a sample of meat cooked with The Solar BBQ. They were highly surprised to find a message written on their meat: “Protect yourself from the sun”, which sought to cause a much more effective impact than any conventional advert. Head of Art: Christian Sanchez
Non-Traditional / Product/Service - Single Media Promotion Bronze Winner Voskhod Ekaterinburg City web-site URA.ru "Make the Politician work" Voskhod Ekaterinburg RUSSIA City web-site URA.ru Aksana Panova Voskhod Ekaterinburg Andrey Gubaydullin Evgeny Primachenko/Egor Gavrilin Vladislav Derevyannikh/Dmitry Maslakov Voskhod Ekaterinburg Yekaterinburg is the fourth largest Russian city and one of the very last in terms of quality of roads. The local site URA.RU decided to remind politicians that it is their duty to repair the roads. On three potholes in city center, we drew faces of the governor, the mayor and the vice-mayor. The news about caricatures with the reference to Ura.ru became a sensation. The politicians were no longer able to sit idle. The holes were fixed. Thus a special-purpose project Ura.ru/Roads was launched, where every citizen can submit a problem road with a demand to fix it.
Non-Traditional / Product/Service - Single Pet Products/Care Silver Winner Y&R Mexico City +KOTA Adoption Service "Ownerless Dog" Y&R México Mexico City MEXICO +KOTA Isaac Tawil Abadi Lorena Ramos Y&R Mexico City Tony Granger Esteban Sacco/Rafael Barthaburu Manuel Ortiz/Francisco Hernandez Manuel Ortiz/Francisco Hernandez Eumir Martinez Diego Garcia/Ricardo Aleman Antonio Ramos/Eduardo Ramirez HOME Mexico City Luis Villalobos Ari Garza +KOTA IS THE BIGGEST PET STORE RETAIL IN MEXICO WITH MORE THAN 240 STORES, IN HTEIR ATTEMPT TO SUPPORT DOG SHELTERS THEY DECIDED TO LAUNCH A LOW BUDGET CAMPAIGN IN THE MOS IMPORTANT CITIES OF THE COUNTRY .
Non-Traditional / Product/Service - Single Public Service/Social Welfare Gold Winner BBDO Germany Duesseldorf WWF "The Ant Rally" BBDO Germany GmbH Duesseldorf GERMANY WWF - Worldwide Fund for Nature Dirk Reinsberg Sebastian Koenen/Lina Gilles BBDO Proximity Duesseldorf Duesseldorf Wolfgang Schneider Christian Mommertz/Carsten Bolk Ramón Scheffer Fabian Pensel Jochen Manz Fabian Pensel Parasol Island Duesseldorf Moritz von Schroetter/Kim Duesselberg/Jack Gregory Donald From March 6th to 9th 2013, an extraordinary protest rally took place in the Cologne zoo. Animals of the rainforest advocated the rescue of their habitat. Hundreds of thousands of leaf cutter ants marched through their terrarium for four days and asked the public for support with requests like „Help“and „Ban the Saw“. The show stopper: The slogans were made out of real leafs and were carried by the insects themselves. Creative Managing Directors: Christian Mommertz, Sebastian Hardieck; Head of TV: Steffen Gentis; Visual Effects: Andreas Landgraf; Directors of Photography: Ahmet Tan/Ami Rodrigues; Editor: Stephan Krause; Setting: Hans-Guenther Reiske
Non-Traditional / Product/Service - Single Public Service/Social Welfare Gold Winner Leo Burnett Tailor Made São Paulo Hemoba "My Blood is Red and Black" Leo Burnett Tailor Made São Paulo BRAZIL Hemoba / E.C.Vitória Adilson Baptista Jr/Leandro Hamiro dos Santos/Carlos Sérgio Falcão/Alexi Portela Pablo Artega/Junior Bottura/Anelene Putini Leo Burnett Tailor Made São Paulo Marcelo Reis Guilherme Jahara Marcelo Reis/Rodrigo Jatene Erick Mendonça/João Caetano Brasil Rodolfo Fernandes/Alexandre Pagano/Guilherme Jahara Celso Groba/Maria Fernanda Moura/Rafael Messias/Camila Aquino Vetor Zero/Brasileira Filmes Bia Flecha/Fernando Sanches Editor:: Thiago Avelaneda/Jack La Noyé

; Sound Company: AudioBoutique
Non-Traditional / Product/Service - Single Public Service/Social Welfare Gold Winner Ogilvy Beijing Beijing PETA "Fur Hurts" Ogilvy & Mather Beijing CHINA PETA Ashley Fruno Peony Wu/Uma Wang/Sandy Wu Ogilvy Beijing Beijing Graham Fink Juggi Ramakrishnan Xingsheng Qi/Wilson Chow Guilin Bo/Awing Chen/Ming Law Kweichee Lam Morris Ku/Peggy Wang/Ashley Chen/Hang Qi Imagine being skinned alive. We then try to visualise that pain by using a half million needles sticking into fur animal sculptures of different species. We want to draw the viewers with the beauty of the animal sculptures and then surprise them when they discover the animals are covered with needles instead of fur. Professor.Shenyang University: Xie Yong; Senior Account Manager Ogilvy & Mather Advertising Beijing: Iris Huang; Senior Account Executive Ogilvy & Mather Advertising Beijing: Freya Yan; National Knowledge Manager Ogilvy Public Relations Beijing: Olivia Fang; Business Director Neo@Ogilvy Beijing: Canna Jiao
Non-Traditional / Product/Service - Single Public Service/Social Welfare Gold Winner Ogilvy Brasil São Paulo Sport Club Recife "Immortal Fans" Ogilvy Brasil Sao Paulo BRAZIL Sport Club Recife Gabriel Freire/Breno Schwambach Luis Carlos Franco/Ana Paula Perdigão Ogilvy Brasil São Paulo Anselmo Ramos Roberto Fernandez/Paco Conde Paco Conde Paco Conde João Coutinho Gilberto Filho/Patricia Cortes/Veronica Beach/Renata Neumann Juscelino Vieira Thiago Bancaro/Guilherme Todorov Tulio Inoue Marcela Borseau Ramon Muniz Homem de Lata/ Sonido/Adelphoi Music Rio de Janeiro Ale Braga Krystn Wagenberg Deko Schimidt Casey Cayko Lucas Duque Head of Client Service: Valeria Barone; Account Supervisors: Mauro Frota/Amanda Madeiros/Tomaz Praça; Planner: Bruno Cunha/Camila Coelho; Head of Digital: Daniel Tartaro/Tatiana Michelan; Uxd: Pablo Moura/Fred Celestino/Rodrigo Lima/Rodrigo Baroni/Renata Rolim
Non-Traditional / Product/Service - Single Public Service/Social Welfare Silver Winner BBDO Germany Berlin BUND "Tree Concert" BBDO Germany GmbH Duesseldorf GERMANY BUND - Bund für Umwelt und Naturschutz Deutschland Landesverband Berlin e.V. Andreas Jarfe D. Spakowski/S. Schlosser/J. Jonker/M. Luecker/F. Haegele/E. Dietzsch/C. Biggeleben/M. Groewe BBDO Proximity Berlin Berlin Wolfgang Schneider Jan Harbeck Lukas Liske Daniel Schweinzer Silke Rochow/Julia Diehl Gang of Berlin Berlin Mat Neidhardt/Friederike Seifert Robert Bilz Kirsten Schulz Berlin loses thousands of city trees every year. "Friends of the Earth Germany" aims to stop this trend. Our idea: a one of a kind charity concert - with a chestnut tree as the musician. For him we built a unique instrument: each impact of a falling chestnut produced an artistic composition of sound and light. So the tree could play for his companions and collect donations. “Tree Concert“ gained massive media coverage and lead to a new donation record for the preservation of trees. Creative Managing Directors: Jan Harbeck/David Mously; Head of TV: Steffen Gentis; Designer: Steve Bergmann, Alexej Alschiz; Digital Design: Kamil Garbacz; Concept Online: Yassin Taibi/René Bieder; Sound Design: Philipp Toegel; Light Design: Sandra Glaser
Non-Traditional / Product/Service - Single Public Service/Social Welfare Silver Winner Grey 141 Group Brasil São Paulo WWF "Deforested Field" Grey 141 Group Brasil Comunicação Ltda São Paulo BRAZIL WWF Leticia Meira Grey 141 Group Brasil Comunicacão São Paulo Pedro Cappeletti Daniel Perez Pallares Marcos Piccinini/Guilherme Camargo/Paulo Amaral Lucas Heck/Eduardo Nose Account Supervisor: Alberto Damasceno; Account Manager: Raquel Abdala; Head of Media: Ana Balleroni; RTVC: Natacha Veiga/Renata Ruas
Non-Traditional / Product/Service - Single Public Service/Social Welfare Silver Winner Leo Burnett Colombiana Bogotá League Against Cancer Bogotá "Cancertweets" Leo Burnett Colombiana Bogotá COLOMBIA League Against Cancer Bogotá Alicia Guillén Natalia Valencia Leo Burnett Colombiana Bogotá Mark Tutssel Mauricio Sarmiento/Fernando Hernández Alexis Ospina/Carlos Oviedo/Rafael Reina Andrés Salamanca/Alexis Ospina Andrés López/Rafael Reina/Julián Vélez In house Leo Burnett Fabio Luque Maicol Vera Cancer is a silent disease: every year millions of people die for ignoring its symptoms. That's why we had to create a low budget action that made people feel what ́s like to have cancer and how easy it is to ignore it. We created Cancertweets, an action to make people experiment, in a personalized way, the silent manner in which cancer acts and how easy it can develop to a final stage without being aware of it. The complete campaign took place on twitter, which allowed us to reach thousands of people at zero cost. In adition the twitter platform allowed us to be certain that the message would reach the people we wanted, and thanks to them the message spread out all over the world. League Against Cancer is an organization with limited funds for advertising prevention campaigns However, in order to save more lives, they need people to know how to prevent cancer before it reaches final stage. That ́s why Cancertweets was so important to them. It wasn ́t just a campaign talking about cancer, it actually made every person feel what it was like to have cancer and how easy it was to ignore it. But it wasn ́t just that. Best of all, League Against Cancer had a successful campaing, full of free press, without spending a dime. Campaign Data: - 4 months in action on Twitter, a free social network. - More than 20 million of impacts on Twitter. - After this action, League Against Cancer Twitter account increased their followers up to 900%. - Sales cost per response: US$ 0. - During the action, we got thousands of free RTS from famous people. - Twice Trendtopic in Colombia with #cancervirtual. - 12 different countries talked about cancertweets on different media. - Free press in radio stations, tv shows and more than 70 digital newspapers, included la BBC of London. - As in real life, 99% of users detected the virtual cancer on their critical stage. Community Managers: Alejandra Melo/Camilo Mendivelso/Camilo Torres/César Peralta/Carlos Leguizamón/Carlos Oviedo/Andrés Salamanca
Non-Traditional / Product/Service - Single Public Service/Social Welfare Silver Winner Y&R Philippines Taguig City Maynilad Water Services - Anti-Dengue Fever Campaign "Dengue Bottle" Y&R Philippines Bonifacio Global City PHILIPPINES Maynilad Water Services Ags Almasan Y&R Philippines Taguig City Marcus Rebeschini Badong Abesamis Badong Abesamis Grace Benesa Dengue fever is now ranked as the most deadly mosquito-borne viral illness in the world. In the Philippines, more than a hundred thousand contract the disease, resulting in hundreds and hundreds of deaths every year. What people don't know is that simple technology is available to prevent it. All it takes is clean water--plus brown sugar and yeast placed in a bottle. Producing carbon dioxide, the mixture attracts mosquitoes, trapping and killing them inside the bottle. Maynilad, a company that supplies clean water to the Phil. capital, distributed hundreds upon hundreds of these bottle mosquito traps to Filipinos. Account Executive: Kathleen Camus; Chief Operating Officer: Mary Buenaventura; Agency Producer: Ariel Bautista
Non-Traditional / Product/Service - Single Public Service/Social Welfare Silver Winner Y&R South Africa Cape Town Hope Soap "Hope Soap" Y&R South Africa Cape Town SOUTH AFRICA Blikkiesdorp4Hope and Safety Lab Rowena Fester Y&R South Africa Cape Town Tony Granger Graham Lang Rui Alves Nkanyezi Masango, Graham Krige Justin Joshua/Rowan Foxcroft/Gareth Owen/Ayesha Mukadam Ashleigh Hamilton Rory Bonnes Aimee Pozniak The Fraternity Cape Town Challenge: In South Africa, thousands die every year in disadvantaged areas from preventable diseases like typhoid, diarrhoea, pneumonia and cholera. This is due to lack of hygiene. Worst of all, the diseases affect the most vulnerable and innocent - our children. No more is it true than in Blikkiesdorp, an informal settlement in the Western Cape, South Africa. We worked with Blikkiesdorp4hope, an accredited NGO backed by the Safety Lab, an organisation that works with the City of Cape Town. They wanted to increase awareness of hand hygiene and create a habit of hand washing among children in Blikkiesdorp. Solution: We created Hope Soap. A see-through bar of soap with a small toy inside. The only way to get to the toy is to use up the soap. Community leaders from Blikkiesdorp4hope handed out free bars of Hope Soap to disadvantaged children. The toy incentivised the kids to repeatedly wash their hands with their free bar of soap. Results: Hope Soap encouraged a change in the behaviour of children in Blikkiesdorp, by instilling the habit of hand washing. Frequent hand washing reduces illnesses by 70% and respiratory infections by 75%. In the end, the children’s small reward was a toy, but South Africa’s big reward was hope for a healthier nation. Cinematographer: Gareth Place; Editor: Paul Charles
Non-Traditional / Product/Service - Single Public Service/Social Welfare Bronze Winner Forsman & Bodenfors Gothenburg Faktum "Faktum Hotels" Forsman & Bodenfors Gothenburg SWEDEN FAKTUM Åse Henell/Sara Erikhagen Forsman & Bodenfors Gothenburg Martin Ringqvist Staffan Forsman/Staffan Lamm Stefan Thomson Åsa Pedersen/Linda Tiderman Christoffer Persson Digital Production Company: Thomson Interactive Media/F&B Factory; Photographer: Håkan Ludwigsson
Non-Traditional / Product/Service - Single Public Service/Social Welfare Bronze Winner Kitchen Leo Burnett Oslo Norwegian Public Roads Administration - Seat Belt Campaign "Fast & Safe" Kitchen Leo Burnett Oslo NORWAY Norwegian Public Roads Administration Nils Fredrik Lysebo Roald Ankerstad Kitchen Leo Burnett Oslo Bendik Romstad Øystein Vik/Ole Hallvard Kveseth Caroline Werring Otnes One Big Happy Family Oslo Sebastian Wartin Marte Helgesen/Cecilie Tidemann Drivers who don´t use seat belts are often young, immature and inexperienced. We wanted to find a forum which put our message about using seat belts into a relevant context for this group. We decided to coup the premiere of the high testosterone film, Fast & Furious 6. A film event our target group most surely would attend. Motion Designer: Adam Gruner; Product Manager: Nina Motzfeldt
Non-Traditional / Product/Service - Single Public Service/Social Welfare Bronze Winner Ogilvy & Mather Johannesburg Johannesburg KFC Add Hope "Journey of Hope" Ogilvy & Mather Johannesburg Johannesburg SOUTH AFRICA Lauren Turnbull Lauren McInnes Ogilvy & Mather Johannesburg Johannesburg Fran Luckin Mike Martin Irene Styger Alexa Craner Pakiso Albertus/Lauren McInnnes Happy Handgrenade, Johannesburg/MEC Access Johannesburg Johan Vorster Paul Buys/Cas Dreijer Add Hope is KFC's Corporate Social Investment initiative. It works off the premise that just ZAR2 can feed a hungry child. Through the use of an instore mechanic, it gives customers the option of adding ZAR2 to their purchase. Every cent of each donation goes directly into the feeding programmes run by Add Hope's partner charities. All the initiative's marketing and administration costs are covered by KFC South Africa. The 2012 Add Hope campaign aimed to raise awareness of the cause and the initiative, and ultimately raise funds to feed the country's needy children. Our target market had no frame of reference. Hunger was not something that South Africa's higher income population could relate to. We packaged the cause in a way that they could. We took a man renowned for being tough, a man who had circumnavigated Africa, kayaked around Madagascar and spent 5 months on the arctic waters of Iceland, and we brought him to his knees by depriving him of food. We commissioned Riaan Manser to do the Journey of Hope: a 4100km cycling adventure to write the word .hope. across the map. To emphasise the debilitating effects of hunger, he was tasked with doing the expedition on half the calories needed to sustain the average man at his resting metabolic rate. In an effort to build up his energy reserves before the Journey, Riaan picked up a fair amount of eight. What he couldn't guard against was the severe lethargy, nausea, cramping, lack of motivation and mood swings. Riaan stopped at charities in 5 provinces. There, he ate as the children did. Each time, the effects were almost instantaneous. Riaan's mood visibly improved; he was faster, stronger and had renewed motivation. In this way we showed the public what a difference a single meal can make. We took the notion of severe hunger, intangible to the more affluent, and turned it into something that they could connect with. And they did. The event drew over ZAR7 million worth of media attention. Add Hope donations peaked at just over ZAR12 million for the year, a ZAR3 million improvement on the year before and ZAR5.5 million on the year before that. Strategist: Gabi Kuhn-Bernstein; PR: Ogilvy PR; DOP: Brad Devine; Digital: OgilvyOne; Sound & Music: Freqncy/Shane Renew/Dave Waugh
Non-Traditional / Product/Service - Single Public Service/Social Welfare Finalist Loducca São Paulo Shopping Villalobos Clothing Drive "A Loja Vazia" Loducca São Paulo BRAZIL SHOPPING VILLALOBOS Roberta Naveiro Garcia Fabiane Veiga/Tatiana Moliterno Loducca São Paulo Guga Ketzer/Cássio Moron/Fábio Saboya/Sérgio Mugnaini Raphael Franzini/Fábio Saboya/Marcelo Rosa/Weber Luiz De Andrade Alexandre Amaral Ana Luisa Andre/Sid Fernandes Loducca São Paulo Gustavo De Lacerda Gustavo De Lacerda/Eduardo Tallia Brazil is a tropical country but São Paulo gets pretty cold during the winter. So, can we avoid the usual donations drop boxes and promote the annual Winter Clothing Drive? Empty hangers, empty shelves, empty windows in a transparent shop with no roof so everyone from anywhere in the shopping mall could see that the store was empty an in need of donations. Client Services Director: Fernão Cosi; Media Director: Rodrigo Tamer; Planner Director: Daniel De Tomazo; Planner VP: Ken Fujioka
Non-Traditional / Product/Service - Single Public Service/Social Welfare Finalist McCann Madrid Madrid Brunete Town Council Civic Awareness Campaign "Poops Express" McCann Spain Madrid SPAIN Brunete Town Council María del Mar Nicolás Robldano McCann Madrid Madrid Mónica Moro Raquel Martínez/Jon Lavin Mikel Echeverría Mikel Echeverría Ricardo Rovira Josep Roure Juanjo Ocio The Film House Madrid Juan José Ocio The Council of Brunete, a small village some 20 miles west Madrid, was facing a problem with the dog’s poo. They contacted Mccann Madrid last year in order to plan an awareness campaign. The budget was non-existent, but the creative opportunity which supposed interested our agency and together we carried out an original campaign. “The remote control poo”. But the results were not the ones expected and, one year later, Brunete Council decided to call the agency again. Also without any budget, but this time with people of the village disposed to voluntarily collaborate in the campaign. During the course of a week, around twenty volunteers watched over for dog’s owners who failed to scoop. They then approached the owner and struck up a casual conversation to discover the name of the dog and picked up the poo, which was parceled and sent in a box by courier to the pet owners home. The campaign, developed for free by McCann Madrid, won the "Sol de Plata" award at last weekend's El Sol Ibero-American Advertising Festival.
Non-Traditional / Product/Service - Single Public Service/Social Welfare Finalist Ogilvy Indonesia Jakarta Unicef "Gotcha" Ogilvy Indonesia Jakarta INDONESIA United Nations Children's Funds Ogilvy Indonesia Jakarta Gustavo Asman Ridward Ongsano/Gerardo Blumenkrantz Gustavo Asman Ridward Ongsano/Gerardo Blumenkrantz Arianna Christanti/Rienaldy Achadiyat In Indonesia, challenges like malaria and diarrhea are not new, and far from over. To make things worse, after decades of being exposed to this reality, even caring people become immune to it. For our message to be seen, we decided to hide it. We partnered with local online communities and websites. Once users wanted to sign up or leave comments, we captured their undivided attention with our message. By turning a familiar device into something unexpected, we helped make familiar social issues noticeable again. And more importantly, helped Unicef make a difference. Digital Communication Officer/Unicef: Rafael Klavert; Communication For Development Specialist/Unicef: Iwan Hasan; Account Manager/OgilvyOne: Andreas Christiadi; Account Executive/Social@Ogilvy: Ridzki Syahputera; Managing Director/OgilvyOne: Julien Courant
Non-Traditional / Campaign Public Service/Social Welfare Campaign Gold Winner DDB New York New York Water is Life "Hashtag Killer" DDB New York New York UNITED STATES Water is life DDB New York New York Matt Eastwood Menno Kluin Frank Cartagena Sam Shepherd Ed Zazzera Lindsey Hutter Juan Carlos Pagan Gina Lin/Zeynep Aydogmus Alec Helm/JT Elbracht Alec Helm "Hashtag Killer", a project by WATERisLIFE, set out to eradicate the ironic #FirstWorldProblems meme, in which people tweet about such life burdens as non-heated leather seats or forgetting their maid's last name - and, in the process, raise awareness about serious developing world issues. For the commercial, we gathered various "first world problem" tweets and then approached people in Haiti to recite them. Perhaps even more effective was the series of personalized response videos, in which various Haitians consoled those who had used the hashtag. Editors: Melanie Meditz/Alec Helm
Non-Traditional / Campaign Public Service/Social Welfare Campaign Gold Winner McCann Melbourne Melbourne Metro Trains "Dumb Ways to Die Campaign", "Dumb Ways To Die" McCann Melbourne AUSTRALIA Metro Trains Alec Hussian Adrian Mills McCann Melbourne Melbourne John Mescall Pat Baron John Mescall Pat Baron Mark Bradley/Cinnamon Darval Julian Frost Julian Frost Accidents and deaths among young people on Melbourne’s Metro train system had been on the rise for years. Our brief was to get the idea of train safety on the agenda for an audience of 13-25-year-olds, and reduce the amount of accidents on the system by 10%. The problem is, young people don’t listen to public safety messages. At best they ignore them. At worst, they act against them. If it looks or feels like an ad they’ll ignore it, and they certainly won’t share it with their peers. Our strategy was to embed our safety message within content of such high quality, it would be accepted, shared (and even purchased) as legitimate entertainment by our audience. And only then, would we introduce paid media channels into the mix. The idea: being unsafe around trains is the dumbest way to die. And so we wrote a song about just that. It was vital that this campaign felt like content, not like advertising. A radically different media approach was required. On day 1, the song was released onto the iTunes music store and the music video onto YouTube. Because iTunes is not an advertising medium, the song and video received instant credibility and acceptance amongst our target audience. The other key launch media channel was tumblr, another medium under-utilised by advertisers. Again, selective use of non-advertising mediums ensured that people’s first exposure to our campaign message was as content, not as advertising. The YouTube video directed people to our website, tumblr site, the iTunes music store and Soundcloud. After two weeks, the first paid advertising was introduced: Transit, radio, press, out of home. By this stage, the message had widespread acceptance among youth, and our paid media components – rather than being rejected – were now actively being sought out and enjoyed. The video is now approaching 60 million YouTube views. It is the 3rd most shared ad in history. The song charted on iTunes in 28 countries and is still getting airplay on radio stations worldwide. We turned iTunes into a media channel. Nearly 1 million people pledged to be safe around trains. In post-testing, 39% said they would act safer around trains. For the three months post-launch, Metro has experienced a 20% reduction in accidents and deaths compared to the same time last year. The goal was 10%. Earned media US $60m and rising. And rail safety is now part of the conversation. Planner: Adrian Mills; Advertiser's Supervisor: Chloe Alsop; Typographer: Pat Baron; Animator: Julian Frost; Developer: Sam Baird
Non-Traditional / Campaign Public Service/Social Welfare Campaign Finalist Leo Burnett Melbourne Melbourne SEEK Volunteer "Volunteer to Promote Volunteering", "Volunteer Your Voice"," Volunteer to Promote Volunteering" Leo Burnett Melbourne Melbourne AUSTRALIA SEEK Volunteer Fiona Le Brocq Ari Sztal & Michelle Whitesides Leo Burnett Melbourne Melbourne Mark Tutssel Jason Williams Andrew Woodhead Andrew Woodhead Justin Nagorcka 10 years ago, SEEK (Australia’s leading jobsite), volunteered to create a website to make it easier for all Australian charities to find volunteers. But with limited marketing support, awareness of the site remained low. Our creative solution: launch a mass participation idea that would remind the whole country of the feeling of satisfaction and purpose that comes from being a volunteer. Australian industry and individuals would be given the opportunity to become our media volunteers. They would take our message and volunteer to spread it through the media channels they owned and had access to.
Non-Traditional / Product/Service - Single Recreational Finalist Ogilvy Paris Paris Scrabble "Scrabble WiFi" Ogilvy Paris Paris FRANCE Mattel Anne-Laure Abraham Julien de Beauvoir Ogilvy Paris Paris Chris Garbutt Cedric Gueret/Kurt Novack Remy Aboukrat Chris Rowson Erick Soulard To excite people about Scrabble, we created Scrabble WiFi - a playful way to turn words into WiFi passwords. We encouraged smartphone users in public spaces to create a Scrabble word, and rewarded them with what they needed: a free WiFi Connection. Words' scores were converted into free minutes of internet connection. We wanted to surprise and reach our audience where they weren't expecting to be reached. We did this by utilising 'available networks' pop-up windows on WiFi enabled mobile devices. A branded Scrabble WiFi van travelled around cities, delivering WiFi connections in spaces where people needed it most, proving that words really can unlock a world of fun. Motion Designer: Bastien Baumann; Developer: Michel Guilhermet
Non-Traditional / Product/Service - Single Sports Bronze Winner Memac Ogilvy Label Tunisia Tunis C.S Hammam Lif "Mobilizing the 12th Man" Memac Ogilvy Label Tunis Mahrajene TUNISIA C.S Hammam Lif Fadhel Ben Hamza Mouna Ben Hammouda Memac Ogilvy Label / OgilvyAction Tunisia Tunis Nicolas Courant Mehdi Lamloum/Sascha Kuntze David Zellerford/Bedis Benamor Ali Abdennadher/Zied Ben Zlaoui Gerald Heraud/Leo Ehrlich/Alexandre Chaulet/Niv Banhiamad/Yosri Mimouna Propaganda Tunis Xavier Mairesse Imed Marzouk/Doug Scott Mehdi Larguech/Med Habib Mesbah - Atelier 216 Aref Ben Saad/Issam Babchi/ Bilel Saoudi - Atelier 216 This is how we turned sport back into an event: 2 years after the Arab Spring, tension amongst the Tunisian remained. For security reasons, the Government decided that all professional Football League games had to be played without any audience in stadiums. Forcing teams and their fans into a frustrating long distance relationship. At the end of a football season with average results, Historical Tunis team C.S Hammam-Lif faced a critical situation. Ties with their fans had eroded. And the most important game of the year approached: the deciding moment whether C.S Hammam-Lif stayed in the league or not. The team really needed its fans back. Idea: We created the 12th Man App and brought back fans into the stadium. The 12th Man is a downloadable mobile application that connects every fan to 40 speakers placed inside the stadium. The app enables them to support their team while watching the game live on TV. A simple tap on sound icons is instantly turned into powerful support: cheering, clapping, drumming, singing... The more people press, the louder the sound in the stadium. The 12th man app turned phones, which were only used to talk about games, into a tool to influence the result of the game. By integrating the two most popular screens (mobile and TV) during a live event and linking fans to stadiums, we empowered them again. Vice versa, the app gave C.S Hammam-Lif the support it needed to win the crucial game and positioned the club as one that truly cares about its fans, keeping them involved in the game against all odds. Results: The 12th man app made Headline news. Energized by the support of their fans, C.S Hammam-Lif won by 1-0, securing their place in the league. In a stadium with the capacity of 12.000, the app brought together 93.100 fans, with 1.2 million others watching the game. If you're a football fan, you can probably agree: the 12th man app saved the meaning of life.
Non-Traditional / Product/Service - Single Utilities Finalist Forsman & Bodenfors Gothenburg E.ON "Swedens largest energy experiment" Forsman & Bodenfors Gothenburg SWEDEN E.ON Maria Rode Stefan Rudels/Katarina Klofsten/Michael Yngfors Forsman & Bodenfors Gothenburg Jonas Enghage/Leo Magnusson Anton Robsarve/Pål Eneroth Stefan Thomson/Alexander Blidner Jonas Skoglund Anna Levegård Henrik Lange Planner: Tobias Nordström; Media Agency: Carat; Digital Production Company: Society 46; Graphic Designers: Icka Samrin/Magnus Almber/ Marc Eastmond; Sound Design Company: Morningdew Media/Redpipe