London International Awards London International Awards 2019-08-21T18:30:21Z 2019-08-21T18:30:21Z 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) Global Chief Creative Officers(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) Graphic Designer(s) Art Buyer(s) Photography Studio Photography Studio City Photographer(s) Illustration Company Illustration Company City Illustrator(s) Typographer(s) Description of the project Additional Credit
Poster / Craft - Single Art Direction Bronze Winner McCann Worldgroup Mumbai Penguin Audiobooks "William Shakespeare" McCann Worldgroup India Mumbai INDIA PENGUIN GROUP(INDIA) Hemali Sodhi Bhakti Malik McCann Worldgroup Mumbai Prasoon Joshi Ashish Chakravarty Talha Nazim/Rohit Devgun Talha Nazim/Rohit Devgun Talha Nazim/Rohit Devgun Lamanoestudio.cl Senior Visualiser: Nobin Dutta
Poster / Craft - Single Art Direction Bronze Winner Y&R Dubai Dubai Harvey Nichols Dubai "Maximum Impact" Y&R Dubai Dubai UNITED ARAB EMIRATES Harvey Nichols Dubai David Lewis Zaakesh Mulla/Nazek Fawaz Y&R Dubai Dubai Shahir Zag Shahir Zag/Kalpesh Patankar Shahir Zag Kalpesh Patankar Illusion Bangkok Surachai Puthikulangkura/Kitidej Rattanasuvansri Illusion Bangkok Surachai Puthikulangkura/Supachai U-Rairat Agency Producer: Amin Soltani; Illusion Producers: Somsak Pairew/Anotai Panmongkol
Poster / Craft - Single Art Direction Finalist BBDO Proximity Singapore Singapore Guinness "Made Of More – Rockstar" BBDO Proximity Singapore Pte Ltd Singapore SINGAPORE Asia Pacific Breweries Singapore / DIAGEO Graham Villiers-Tuthill/Bruce Dallas Joe Braithwaite BBDO Proximity Singapore Singapore Ronald Ng Primus Nair Scott Walker Primus Nair/Douglas Goh Primus Nair Douglas Goh/Jeroel Leyble Jowie Luo Egg Productions Singapore Cedric Lim Jeroel Leyble The idea needed to communicate the how a lot of effort goes into the success of a man who is 'made of more'. To this end, we visualised the struggle and the hard work in a pint of Guinness and the payoff was represented as the smooth creamy head.
Poster / Craft - Campaign Art Direction Campaign Silver Winner McCann Melbourne Melbourne Metro Trains "Bear", "Fire"," Helmet"," Moose"," Piranha"," Toast" McCann Melbourne AUSTRALIA METRO TRAINS Alec Hussian Adrian Mills McCann Melbourne Melbourne John Mescall Pat Baron John Mescall Pat Baron Julian Frost Pat Baron Our task was to reduce preventable deaths and accidents in young Melbournians. But 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. We created a song, and launched it through the completed suite of paid, owned and earned channels. Radio. Youtube. TV. PR. Social Media. Press. Outdoor. We turned iTunes and Soundcloud into media vehicles. Additionally, we created an App and Children's book to extend engagement with the campaign. 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 both traditional (Radio, TV, Cinema, Posters, Station Ambient) and social media (Sound Cloud, Tumblr and Instagram) to drive traffic. 2. AMPLIFY THROUGH THE POWER OF PR AND SOCIAL 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 interact with our in station posters. 4. EXTEND ENGAGEMENT We released Dumb Ways to Die the game. It went to number 1 in the free app charts in 17 countries including the USA, UK, Germany, Australia, Canada & New Zealand. Our goals were straightforward. Our results phenomenal. 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 - App downloads over 14 Million - 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; Director: Julian Frost
Poster / Craft - Campaign Art Direction Campaign Silver Winner The Monkeys Sydney Diageo - Mixionary Campaign "Tom Collins", "Bloody Mary"," Agave Margarita"," Cosmopolitan"," La Primavera"," Vodka Martini" The Monkeys Sydney AUSTRALIA Diageo Gini Sinclair The Monkeys/MAUD Sydney Justin Drape Micah Walker David Park Henry Kember Kristian Saliba/David Park Ben Crick We created this series of eight, limited edition prints for Diageo as part of our Mixionary mixed drinks and cocktails campaign. Each print is one cocktail, screen-printed with proportionate colour blocks that represent the volume of each ingredient. The info graphic breakdown series includes a Vodka Martini, Cosmopolitan, Bloody Mary, Gin and Tonic, La Primavera, Manhattan and Tom Collins. Metallic inks have been used to highlight each of Diageo’s Premium brands for each cocktail, and are printed on a KW Doggett’s Keay Kolour craft stock. Digital Creative Director: Jay Gelardi; Group Content Director: Dan Beaumont
Poster / Craft - Campaign Art Direction Campaign Bronze Winner McCann Worldgroup Mumbai Penguin Audiobooks "William Shakespeare", "Mark Twain"," Oscar Wilde" McCann Worldgroup India Mumbai INDIA PENGUIN GROUP(INDIA) Hemali Sodhi Bhakti Malik McCann Worldgroup Mumbai Prasoon Joshi Ashish Chakravarty Talha Nazim/Rohit Devgun Talha Nazim/Rohit Devgun Talha Nazim/Rohit Devgun Lamanoestudio.cl Senior Visualiser: Nobin Dutta
Poster / Craft - Campaign Art Direction Campaign Bronze Winner Ogilvy New York New York IBM "Think Patent X 20 Posters 1", "Think Patent X 20 Posters 2"," Think Patent X 20 Posters 3"," Think Patent X 20 Posters 4"," Think Patent X 20 Posters 5"," Think Patent X 20 Posters 6"," Think Patent X 20 Posters 7"," Think Patent X 20 Posters 8" Ogilvy New York New York UNITED STATES IBM Ann Rubin Ogilvy & Mather New York Steve Simpson Steve Simpson/Susan Westre/Mike Hahn/Ryan Blank/Marcos Ribeiro/Jeff Curry/Sam Mazur/Rob Morrison/Alfonso Marian Fred Kovey/Anne Davidson/Joe Perry/Lauren Miller/Andrew Mellen/Lauren Elkins/Daniela Beneti/Jet Aw Denise Zurilgen/Jillian Abramson/Susan Murphy/Eddie Pak/Okan Usta/Bruna Gonzales/Vinicius Siepierski/Luis Paulo Gatti/Renato Rozenber/Mussashi Shintaku/Gini Lim/Fiona Seton/Steve Baggage Christian Weber/Craig Cutler/Jake Chessum/Pict Estudio Carl De Torres/I Love Dust/La Mosca/Luke Watkins/Johnny Budden/Faruk Kalaycioglu/Matt Luckhurst/Mmj Last year, IBM earned 6,478 patents—the most of any U.S. company —for a record 20th straight year. While the innovations and achievement are spectacular, the patent documents themselves are utterly underwhelming. We were charged with the task of showcasing the record, and marking the occasion, in a manner worthy of the achievement. This would take the shape of 20 unique posters, each illustrating one patented invention. We whittled 65,000 possible IBM innovations down to a shortlist of 20. Then 20 creative teams from 5 continents reinterpreted the patent documents. Abstract diagrammatic flow-charts became abstract artwork. Pages of wonky legalese were rewritten and translated visually into a form anyone could enjoy. Since the late '50s, IBM has led the world in cutting-edge graphic design imbued with the power to make you THINK. These could be no exception. But this time, we'd have to define, describe, and catch the beauty of 20 insanely complex technologies – some of which aren't even on the market yet. They existed only as concepts, written in the tortured and abstract language of patent filings. We wanted you to see IBM as a font of phenomenally smart creativity with a purpose. We wanted to make art you'd hang on your wall forever; and inspire IBMers –and the world. Design Director: Sid Tomkins
Poster / Craft - Campaign Art Direction Campaign Finalist BBDO Germany Duesseldorf Westlotto / 6by49 - Six Lucky Numbers Campaign "Champagne", "Yacht"," Plastic Surgery"," Pony"," Golf" BBDO Germany GmbH Duesseldorf GERMANY Westdeutsche Lotterie GmbH & Co. OHG Gregor Espenkott Thomas Schulte BBDO Proximity Duesseldorf Duesseldorf Wolfgang Schneider Christian Mommertz/Achim Metzdorf Gustavo Vieira/Peter Engelbrecht/IIsabel Campagna Gustavo Vieira/Philipp Alings/Julian Dany/Kai-Christian Bade/Karolina Bukowiecka Eva à Wengen/Julia Lueckerath Lars David Neill + 7 additonal Stock-Photographers Six lucky numbers can not only change your life. It's already fun and playful to detect them! Creative Managing Directors: Christian Mommertz/Sebastian Hardieck
Poster / Craft - Campaign Art Direction Campaign Finalist JWT Manila Manila Schick Exacta 2 "T", "V"," Salvador"," Chaplin" JWT Manila Makati City PHILIPPINES Energizer Philippines Claire Guevarra Tobias Bernardo JWT Manila Manila Dave Ferrer Joe Dy Mark Ibaviosa Joe Dy - Y2 Villanueva Elvin Villar/Javey Villones/Joei Calixto/Danni Lim Elvin Villar The Schick brand was facing an identity crisis in the Philippines because it was perceived to be a feminine brand of lady razors. There was a need to bring attention to its masculine as well. So we created graphic posters of legendary men with iconic facial hair wit the Schick Exacta 2 razor seamlessly incorporated into each design. The objective was to show how the right facial hair helps define a man's identity. Regional Executive Creative Director: Tay Guan Hin; Senior Print Producer: Carol Pe Benito; Final Artist: Michael Gonzales
Poster / Product/Service - Single Beverages - Non-Alcoholic Finalist DDB Helsinki Helsinki McDonald's "The Real Milkshake-Skipping Rope" DDB Helsinki Helsinki FINLAND McDonald's Finland Jarno Lindblom Vesa Tujunen Vesa Tujunen/Jani Tynnilä Jukka Mannio Antti Salminen Kirsi Pärni/Left&Right Saddington & Baynes Perttu Saksa
Poster / Campaign Business-to-Business Campaign Finalist Ogilvy Germany ZMG (Newspaper Marketing Association) "Ads meet News - Banana", "Ads meet News - Beer"," Ads meet News - Burger"," Ads meet News - Cleaner"," Ads meet News - Toothpaste" Ogilvy & Mather Germany GmbH Frankfurt GERMANY ZMG (Newspaper Marketing Association) Dr. Joachim Donnerstag/Markus Ruppe Xenia Kern/Fabio Sanfilippo Ogilvy Germany Dr. Stephan Vogel Matthias Storath Nico Ammann/Helmut Meyer/Lothar Mueller Martin Gillan/Dr. Stephan Vogel Nico Ammann Magdalena Ignatowski To demonstrate the power of advertising in newspapers in a time where potential clients and advertisers are more and more spending their money on other media. ZMG is the German Newspaper Marketing Association. The campaign had to show that in this traditional media, ads get more attention. The campaign had to appeal to potential clients and advertisers – from local to national level – to spend their advertising money on newspaper ads. We wanted to demonstrate that ads get more attention in the newspapers. That’s why, we used powerful news photography and combined it with simple products that are being advertised in the newspapers every day. The news and the ad meet each other in one single image and the ad gets all the attention. The campaign is stiring up a lot of conversation in the target market: media buyers, advertisers and potential clients are realising that ads in newspapers are still powerful and effective. Graphics: Peter Belz/Annette Schmitt/Lukas Bausch/Asae Tanaka; Post-Production: Andreas Doria
Poster / Campaign Consumer Campaign Silver Winner adam&eveDDB London Harvey Nichols - Love Thyself "Kit", "Kika"," Dimphy" adam&eveDDB London UNITED KINGDOM Harvey Nichols Julia Bowe/Anna Davidson Paul Billingsley adam&eveDDB London Jeremy Craigen Mike Crowe Rob Messeter Daniel Moorey Norbert Schoerner Our task was to help launch Beauty Bazaar, Harvey Nichols - a new concept store in Liverpool dedicated solely to beauty. The insight behind the campaign was that after treating yourself to a Beauty Bazaar treatment you’ll look so good you’ll want to ravish yourself. The striking posters feature women on the verge of a passionate kiss with themselves, alongside the headline, ‘Love Thyself. Beauty Bazaar, Harvey Nichols’. Account Manager: Charlotte Evans; Planner: Elisabeth Jamot; Head of Print: Daniel Moorey; Typographer: Pete Mould
Poster / Campaign Consumer Campaign Silver Winner AMVBBDO London Museum of Childhood "Japanese", "Genius"," Balloons"," Imagination"," Mind" AMV BBDO London UNITED KINGDOM V&A Museum of Childhood Paul Brazier Mark Fairbanks Thiago de Moraes Kirstie JohnstoneE Lesley Barnes/ LouLou & Tummie/ Till Haffenbrack The Museum of Childhood is so much more than just old toys. It lets people properly understand how amazing it is to be a child. Our campaign shows children's amazing capacity for invention and learning. We commissioned conceptual illustrators. We wrote lines, they brought them to life. And vice versa. A unique collaborative process to deliver something very different. The posters ran in and around the area of the museum itself. Post campaign, the museum has seen a double-digit percentage increase in traffic. Plus the prestigious V&A museum is now selling the posters, which can only help spread the word.
Poster / Campaign Consumer Campaign Silver Winner Lowe and Partners Cape Town Cape Times "William", "Jackie"," Sailor"," Winston"," Desmond" Lowe and Partners Cape Town Cape Town SOUTH AFRICA Independent Newspapers Michele Lardner Lowe and Partners Cape Town Kirk Gainsford Natalie Rose Dane Alexander Tenille Abrahams Cape Town David Prior “Every journalist knows the key to a great story is getting it, as they say, straight from the horse’s mouth. A first-hand account. Not from bystanders or passersby, but from the person, or people, who are at the heart of the story. In this way journalists are able to provide much more detailed, in-depth and insightful accounts, which consequently means readers are better informed. Every story deserves a first-hand account.”
Poster / Campaign Consumer Campaign Silver Winner Ogilvy Brasil Sao Paulo Dove "Florence", "Kela"," Melinda"," Jenise"," Lani" 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 Veronica Beach/Renata Neumann/Libby Fine Gil Zamora Head Of Client Service: Valeria Barone/Erica Hoholick; Planner: Mollie Hill; Media: Daniella Gallo/Betânia Aragão; Head of Digital: Daniel Tartaro; Uxd Director: Pablo Moura/Fred Celestino
Poster / Campaign Consumer Campaign Bronze Winner Ogilvy & Mather London Expedia "Wsh Ewe Wre Ere", "Gry Sky"," Arm Leg"," Mum Dad IOU"," Sun Sea Snd Sex"," Yoo Wat" Ogilvy & Mather London London UNITED KINGDOM Expedia Andrew Warner Mark Lainas/Stephen Hillcoat Ogilvy & Mather London Gerry Human Gerry Human Jon Morgan Mike Watson Mark Osborne Mark Osborne We took a piece of ephemera usually associated with the security hell of airports and used it to play with the fantasy of escape. Due to security issues we couldn’t use real labels therefore we created our own. Painstaking details, from printer errors to hand drawn typefaces were crafted. Real rubber stamps were used for the pay-off lines. These three letter codes are humble yet iconic so we let them speak for themselves and floated them simply and confidently against a monotone background. Every code used is an official IATA code from a real airport.
Poster / Campaign Consumer Campaign Bronze Winner Ogilvy & Mather Group Hong Kong Beijing Sports Radio "Golf", "Horse Racing"," Soccer" Ogilvy & Mather (HK) Private Ltd Hong Kong HONG KONG Beijing Sports Radio Ogilvy & Mather Group Hong Kong Reed Collins Simon Handford/Sandy Chan Alvin Lim Richard Sorensen Alvin Lim/Sonny Tjahjadi Andrew Redington/MN Chan/Lintao Zhang A Thousand Eyes When Asian fans hear live sporting events on Beijing Sports Radio, the coverage is so good it feels like they're actually there. Account Servicing: Jifang Pan
Poster / Campaign Consumer Campaign Bronze Winner Publicis Communications Schweiz Zürich Garnier Fructis "Beard - Black", "Beard - Red"," Beard - Blonde" Publicis Communications Schweiz AG Zurich SWITZERLAND L’Oréal Suisse Christine Rainford Publicis Communications Schweiz Zürich Thomas Wildberger Grischa Rubinick David Luebke Thomas Mueller Derya Derdiyok/Jessica Küng Billy & Hells Garnier Fructis by L’Oréal Suisse is a well-known hair care line. It is so well-known the biggest challenge was to change the way people view the hair care products. Optically intriguing visuals deliver two messages: First, we dramatize the fact that the shampoos and hair conditioners are not only meant for your head hair but for your facial hair as well. Second, they subtly visualize that the Garnier Fructis line is just as suitable for men as it is for women.
Poster / Campaign Consumer Campaign Finalist BBDO Germany Duesseldorf Westlotto / 6by49 - Six Lucky Numbers Campaign "Champagne", "Yacht"," Plastic Surgery"," Pony"," Golf" BBDO Germany GmbH Duesseldorf GERMANY Westdeutsche Lotterie GmbH & Co. OHG Gregor Espenkott Thomas Schulte BBDO Proximity Duesseldorf Duesseldorf Wolfgang Schneider Christian Mommertz/Achim Metzdorf Gustavo Vieira/Peter Engelbrecht/IIsabel Campagna Gustavo Vieira/Philipp Alings/Julian Dany/Kai-Christian Bade/Karolina Bukowiecka Eva à Wengen/Julia Lueckerath Lars David Neill + 7 additonal Stock-Photographers Six lucky numbers can not only change your life. It's already fun and playful to detect them! Creative Managing Directors: Christian Mommertz/Sebastian Hardieck
Poster / Campaign Consumer Campaign Finalist DDB Tribal Vienna Vienna Breakfast at McDonald's - Easy Morning Campaign "Pullover", "Tie"," Shoelace" DDB Tribal Wien GmbH Vienna AUSTRIA McDonald's Austria DDB Tribal Wien Vienna Eric Schöffler Lukas Grossebner Werner Celand Daniela Stenzenberger/Lukas Grossebner Dietmar Kreil/Ulrike Kössler Marian Grabmayer Martin Stöbich The Task. To develop a outdoor campaign for McDonald's "Easy Morning" breakfast. The Idea. Not everything in the morning is as easy as McDonald's easy morning. Even simple tasks like dressing can become difficult. The Execution. A pullover with incredibly long sleeves and an even longer necktie.
Poster / Campaign Consumer Campaign Finalist Duval Guillaume Modem Antwerp TNT "Wedding", "Bear"," Funeral" Duval Guillaume Antwerp BELGIUM Turner Broadcasting Malgosia Chapman Dimitri Mundorff/Tuyen Pham Xuan Duval Guillaume Modem Antwerp Erik Vervroegen Katrien Bottez/Geoffrey Hantson/Andy Bird Dries De Wilde/Gary Turner Koenraad Lefever/Bastien Grisolet/Jamie Marshall Jean-Luc Chirio/Lauriane Dula Nadav Kander Producers: Elysian Fields/Gaël Cheval/Dorothée Lemaitre; Post-Production: Bastien Grisolet; Photoshop Artist: Asile
Poster / Campaign Consumer Campaign Finalist Hakuhodo Indonesia Jakarta Berlitz Language Center "Afrochina", "Indijap"," Arabmerican" Hakuhodo Indonesia Jakarta INDONESIA Berlitz R.E Budi Astuti Hakuhodo Indonesia Jakarta Hoh Woon Siew Chokyan Lucy Novita Edi Nurcahyo/Lucy Novita/Irvine Prisilia Fahmi Rahmadiputera/Chokyan/Hoh Woon Siew CPP Clarissa Peddy Producer: Sunyoto HP/Suryo Guritn/Tiara Pohan/Kelik; Retoucher: Anka
Poster / Campaign Consumer Campaign Finalist McCann Worldgroup Mumbai Penguin Audiobooks "William Shakespeare", "Mark Twain"," Oscar Wilde" McCann Worldgroup India Mumbai INDIA PENGUIN GROUP(INDIA) Hemali Sodhi Bhakti Malik McCann Worldgroup Mumbai Prasoon Joshi Ashish Chakravarty Talha Nazim/Rohit Devgun Talha Nazim/Rohit Devgun Talha Nazim/Rohit Devgun Lamanoestudio.cl Rohit Devgun Senior Visualiser: Nobin Dutta
Poster / Campaign Consumer Campaign Finalist Ogilvy Brasil São Paulo Billboard Brasil "Somebody That I Used To Know", "Have You Ever Really Loved A Woman"," Butterfly Kisses"," Waiting On The World To Change"," Make A Move On Me"," I Swear" Ogilvy Brasil Sao Paulo BRAZIL Billboard Antonio Camarotti Viviane Labate Ogilvy Brasil Sao Paulo Anselmo Ramos Roberto Fernandez/Paco Conde Hugo Veiga Renato Zandoná/Diego Machado Nanci Bonani Head of Client Service: Valeria Barone; Media Director: Daniella Gallo/Betânia Aragão; Producer: Antonio Carlos
Poster / Campaign Consumer Campaign Finalist TBWA \ ESPAÑA Madrid Sony Playstation Portable "Mouse and Cheese", "Steel Ball and Magnet " TBWA ESPAÑA MADRID SPAIN Sony Computer Entertainment TBWA\ESPAÑA Madrid Juan Sanchez/Guillermo Gines Vicente Rodriguez Vicente Rodriguez Fran Lopez Jesus Alonso
Poster / Product/Service - Single Corporate Image Bronze Winner Ogilvy Brasil Sao Paulo Dove "Florence" 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 Veronica Beach/Renata Neumann/Libby Fine Gil Zamora Head Of Client Service: Valeria Barone/Erica Hoholick; Planner: Mollie Hill; Media: Daniella Gallo/Betânia Aragão; Head of Digital: Daniel Tartaro; Uxd Director: Pablo Moura/Fred Celestino
Poster / Product/Service - Single Corporate Image Bronze Winner Ogilvy Brasil Sao Paulo Dove "Melinda" 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 Veronica Beach/Renata Neumann/Libby Fine Gil Zamora Head Of Client Service: Valeria Barone/Erica Hoholick; Planner: Mollie Hill; Media: Daniella Gallo/Betânia Aragão; Head of Digital: Daniel Tartaro; Uxd Director: Pablo Moura/Fred Celestino
Poster / Product/Service - Single Corporate Image Finalist Ogilvy Brasil Sao Paulo Dove "Jenise" 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 Veronica Beach/Renata Neumann/Libby Fine Gil Zamora Head Of Client Service: Valeria Barone/Erica Hoholick; Planner: Mollie Hill; Media: Daniella Gallo/Betânia Aragão; Head of Digital: Daniel Tartaro; Uxd Director: Pablo Moura/Fred Celestino
Poster / Product/Service - Single Electronic Equipment Bronze Winner TBWA \ ESPAÑA Madrid Sony Playstation Portable "Mouse and Cheese" TBWA ESPAÑA MADRID SPAIN Sony Computer Entertainment TBWA\ESPAÑA Madrid Juan Sanchez/Guillermo Gines Vicente Rodriguez Vicente Rodriguez Fran Lopez
Poster / Product/Service - Single Entertainment Finalist McCann Worldgroup Mumbai Penguin Audiobooks "Mark Twain" McCann Worldgroup India Mumbai INDIA PENGUIN GROUP(INDIA) Hemali Sodhi Bhakti Malik McCann Worldgroup Mumbai Prasoon Joshi Ashish Chakravarty Talha Nazim/Rohit Devgun Talha Nazim/Rohit Devgun Talha Nazim/Rohit Devgun Lamanoestudio.cl Rohit Devgun Senior Visualiser: Nobin Dutta
Poster / Product/Service - Single Foods Finalist Herezie Paris Harrys Extra Moeleux Nature "All Day Long" Herezie Paris FRANCE Barilla Victoire Guyon Emmanuel Rud Herezie Paris Andrea Stillacci Jacques Denain/Nicolas Dumenil Jacques Denain/Nicolas Dumenil Johanna Warlus Ilario Magali Head Of Planning: Luc Wise; Agency Print Producer: Capucine Lhermitte; Retoucher: La Souris Sur Le Gateau
Poster / Product/Service - Single Household Products Bronze Winner Lowe Thailand Bangkok Sunlight "Pig" Lowe Bangkok THAILAND Unilever Liann Al Chami Lowe Thailand Bangkok Eric Yeo Ricardo Turcios/Ruchi Sharma EJ Galang/ Sarah Ko/Gabriele Espaldon Katrina Encanto Piyachat Cholasap/Nuch Lertviwatchai Surachai Puthikulangkura Illusion Bangkok Surachai Puthikulangkura/Supachai U-Rairat Account Manager: Blair Wang/Yarita Witoelar; Chief Executive Officer: Jeremy Hine; Global Creative Director: Basil Mina; Chief Creative Officer - Lowe Singapore: Dominic Stallard; Computer Art: Naphaphorn Jaengsri
Poster / Innovation Innovative Use of Poster Silver Winner Clemenger BBDO Melbourne Melbourne National Australia Bank "Honesty Rewards" Clemenger BBDO Melbourne Melbourne AUSTRALIA National Australia Bank Simon Lamplough/Patrice Bougouin/Belinda Danks/Kyle Abshoff Clemenger BBDO Melbourne Melbourne James McGrath Ant Keogh Tom Martin/Julian Schreiber/Rohan Lancaster/Darren Pitt Ben Keenan Quenton Miller GM of Consumer Marketing: Kevin Ramsdale; Strategic Planner: Heather Lewis; Agency Producer - Print: Ben Nash; Agency Producer - TV: Karolina Bozajkovska; DOP/Cinematographer: Jeremy Rouse/Stefan Duscio
Poster / Product/Service - Single Pet Products/Care Bronze Winner AlmapBBDO São Paulo Pedigree "Dog 2" AlmapBBDO Publicidade e Comunicações Ltda São Paulo BRAZIL EFFEM Marina Sachs Fernanda Antonelli/Ricardo Taunay E Italo Vetorazzo AlmapBBDO São Paulo Marcello Serpa Luiz Sanches Marcos Medeiros/André Kassu/Bruno Prosperi/Renato Simões Ana Carolina Reis Marco Monteiro Teresa Setti/Paula Feijo São Paulo Elene Usdin
Poster / Campaign Public Service/Social Welfare Campaign Silver Winner INGO Stockholm Situation Stockholm "CV - Markku", "CV - Pierre"," CV - Susanne"," CV - Stig" INGO Stockholm (an Ogilvy Company) Stockholm SWEDEN INGO Pia Stolt Kristian Florell INGO Stockholm Björn Ståhl Björn Persson Richard Baynham/Timo Orre Kerstin Engberg Jens Andersson Situation Stockholm is a magazine sold by homeless people in Stockholm. It gives them some money to buy food and shelter. It was getting more and more difficult for the homeless to sell the magazine because people became emotionally blinded and didn't see them. Sales dropped 22% during 2012. By letting some of the sellers write their authentic CV's the public discovered them as persons, because now there was a life to relate to. In the cold winter the magazine is sold in and around the subway. By choosing a media close to the selling situation we made direct action possible. December is historically a generous month and the hope was set to a 50% sales increase compared to previous month. The actual increase was 101,5%. The december issue sold out a week early. Agency Planner: Thomas Weigle
Poster / Campaign Public Service/Social Welfare Campaign Silver Winner McCann Melbourne Melbourne Metro Trains "Bear", "Fire"," Helmet"," Moose"," Piranha"," Toast" McCann Melbourne AUSTRALIA METRO TRAINS Alec Hussian Adrian Mills McCann Melbourne Melbourne John Mescall Pat Baron John Mescall Pat Baron Julian Frost Pat Baron Our task was to reduce preventable deaths and accidents in young Melbournians. But 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. We created a song, and launched it through the completed suite of paid, owned and earned channels. Radio. Youtube. TV. PR. Social Media. Press. Outdoor. We turned iTunes and Soundcloud into media vehicles. Additionally, we created an App and Children's book to extend engagement with the campaign. 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 both traditional (Radio, TV, Cinema, Posters, Station Ambient) and social media (Sound Cloud, Tumblr and Instagram) to drive traffic. 2. AMPLIFY THROUGH THE POWER OF PR AND SOCIAL 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 interact with our in station posters. 4. EXTEND ENGAGEMENT We released Dumb Ways to Die the game. It went to number 1 in the free app charts in 17 countries including the USA, UK, Germany, Australia, Canada & New Zealand. Our goals were straightforward. Our results phenomenal. 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 - App downloads over 14 Million - 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; Director: Julian Frost
Poster / Campaign Public Service/Social Welfare Campaign Bronze Winner AlmapBBDO São Paulo Pedigree "Dog 1", "Dog 2"," Dog 3" AlmapBBDO Publicidade e Comunicações Ltda São Paulo BRAZIL EFFEM Marina Sachs Fernanda Antonelli/Ricardo Taunay/Italo Vetorazzo AlmapBBDO São Paulo Marcello Serpa Luiz Sanches Marcos Medeiros/André Kassu/Bruno Prosperi/Renato Simões Ana Carolina Reis Marco Monteiro Teresa Setti/Paula Feijo São Paulo Elene Usdin - Dog 1 and Dog 2
Poster / Product/Service - Single Travel Bronze Winner Ogilvy & Mather London Expedia "Wsh Ewe Wre Ere" Ogilvy & Mather London London UNITED KINGDOM Expedia Andrew Warner Mark Lainas/Stephen Hillcoat Ogilvy & Mather London Gerry Human Gerry Human Jon Morgan Mike Watson Mark Osborne Mark Osborne We took a piece of ephemera usually associated with the security hell of airports and used it to play with the fantasy of escape. Due to security issues we couldn’t use real labels therefore we created our own. Painstaking details, from printer errors to hand drawn typefaces were crafted. Real rubber stamps were used for the pay-off lines. These three letter codes are humble yet iconic so we let them speak for themselves and floated them simply and confidently against a monotone background. Every code used is an official IATA code from a real airport.
Poster / Product/Service - Single Travel Bronze Winner Ogilvy & Mather London Expedia "Sun Sea Snd Sex" Ogilvy & Mather London London UNITED KINGDOM Expedia Andrew Warner Mark Lainas/Stephen Hillcoat Ogilvy & Mather London Gerry Human Gerry Human Jon Morgan Mike Watson Mark Osborne Mark Osborne We took a piece of ephemera usually associated with the security hell of airports and used it to play with the fantasy of escape. Due to security issues we couldn’t use real labels therefore we created our own. Painstaking details, from printer errors to hand drawn typefaces were crafted. Real rubber stamps were used for the pay-off lines. These three letter codes are humble yet iconic so we let them speak for themselves and floated them simply and confidently against a monotone background. Every code used is an official IATA code from a real airport.
Poster / Craft - Campaign Use of Copywriting Campaign Bronze Winner Ogilvy & Mather London Expedia "Wsh Ewe Wre Ere", "Gry Sky"," Arm Leg"," Mum Dad IOU"," Sun Sea Snd Sex"," Yoo Wat" Ogilvy & Mather London London UNITED KINGDOM Expedia Andrew Warner Mark Lainas/Stephen Hillcoat Ogilvy & Mather London Gerry Human Gerry Human Jon Morgan Mike Watson Mark Osborne Mark Osborne We took a piece of ephemera usually associated with the security hell of airports and used it to play with the fantasy of escape. Due to security issues we couldn’t use real labels therefore we created our own. Painstaking details, from printer errors to hand drawn typefaces were crafted. Real rubber stamps were used for the pay-off lines. These three letter codes are humble yet iconic so we let them speak for themselves and floated them simply and confidently against a monotone background. Every code used is an official IATA code from a real airport.
Poster / Craft - Campaign Use of Copywriting Campaign Finalist INGO Stockholm Situation Stockholm "CV - Markku", "CV - Pierre"," CV - Susanne"," CV - Stig" INGO Stockholm (an Ogilvy Company) Stockholm SWEDEN INGO Pia Stolt Kristian Florell INGO Stockholm Björn Ståhl Björn Persson Richard Baynham/Timo Orre Kerstin Engberg Jens Andersson Situation Stockholm is a magazine sold by homeless people in Stockholm. It gives them some money to buy food and shelter. It was getting more and more difficult for the homeless to sell the magazine because people became emotionally blinded and didn't see them. Sales dropped 22% during 2012. By letting some of the sellers write their authentic CV's the public discovered them as persons, because now there was a life to relate to. In the cold winter the magazine is sold in and around the subway. By choosing a media close to the selling situation we made direct action possible. December is historically a generous month and the hope was set to a 50% sales increase compared to previous month. The actual increase was 101,5%. The december issue sold out a week early. Agency Planner: Thomas Weigle
Poster / Craft - Single Use of Illustration Silver Winner Lowe Thailand Bangkok Sunlight "Pig" Lowe Bangkok THAILAND Unilever Liann Al Chami Lowe Thailand Bangkok Eric Yeo Ricardo Turcios/Ruchi Sharma EJ Galang/ Sarah Ko/Gabriele Espaldon Katrina Encanto Piyachat Cholasap/Nuch Lertviwatchai Surachai Puthikulangkura Illusion Bangkok Surachai Puthikulangkura/Supachai U-Rairat Account Manager: Blair Wang/Yarita Witoelar; Chief Executive Officer: Jeremy Hine; Global Creative Director: Basil Mina; Chief Creative Officer - Lowe Singapore: Dominic Stallard; Computer Art: Naphaphorn Jaengsri
Poster / Craft - Single Use of Illustration Silver Winner Y&R Dubai Dubai Harvey Nichols Dubai "Maximum Impact" Y&R Dubai Dubai UNITED ARAB EMIRATES Harvey Nichols Dubai David Lewis Zaakesh Mulla/Nazek Fawaz Y&R Dubai Dubai Shahir Zag Shahir Zag/Kalpesh Patankar Shahir Zag Kalpesh Patankar Illusion Bangkok Surachai Puthikulangkura/Kitidej Rattanasuvansri Illusion Bangkok Surachai Puthikulangkura/Supachai U-Rairat Agency Producer: Amin Soltani; Illusion Producers: Somsak Pairew/Anotai Panmongkol
Poster / Craft - Single Use of Illustration Bronze Winner McCann Worldgroup Mumbai Penguin Audiobooks "Mark Twain" McCann Worldgroup India Mumbai INDIA PENGUIN GROUP(INDIA) Hemali Sodhi Bhakti Malik McCann Worldgroup Mumbai Prasoon Joshi Ashish Chakravarty Talha Nazim/Rohit Devgun Talha Nazim/Rohit Devgun Talha Nazim/Rohit Devgun Lamanoestudio.cl Talha Nazim/Rohit Devgun Senior Visualiser: Nobin Dutta
Poster / Craft - Campaign Use of Illustration Campaign Gold Winner AMVBBDO London Museum of Childhood "Japanese", "Genius"," Balloons"," Imagination"," Mind" AMV BBDO London UNITED KINGDOM V&A Museum of Childhood Paul Brazier Mark Fairbanks Thiago de Moraes Kirstie JohnstoneE Lesley Barnes/ LouLou & Tummie/ Till Haffenbrack The Museum of Childhood is so much more than just old toys. It lets people properly understand how amazing it is to be a child. Our campaign shows children's amazing capacity for invention and learning. We commissioned conceptual illustrators. We wrote lines, they brought them to life. And vice versa. A unique collaborative process to deliver something very different. The posters ran in and around the area of the museum itself. Post campaign, the museum has seen a double-digit percentage increase in traffic. Plus the prestigious V&A museum is now selling the posters, which can only help spread the word.
Poster / Craft - Campaign Use of Illustration Campaign Silver Winner DDB New York New York NYC Ballet "Les Ballets de Faile - 1", "Les Ballets de Faile - 2" DDB New York New York UNITED STATES NYC Ballet DDB New York New York Matt Eastwood Menno Kluin Sean Labounty Rodrigo de Castro Joao Unzer Joao Unzer New York City Ballet Art Series commissions contemporary artists to create original works of art inspired by their unique energy, spectacular dancers, and one-of-a-kind repertory of ballets. The artists were invited to pour over the company's archives and attend performances before creating the installation. The inaugural commission went to the Brooklyn-based urban art duo of Patrick McNeil and Patrick Miller, better known as FAILE. They have created Tower of Faile, a 40-foot sculpture made of more than 2,000 wood blocks decorated with text and images inspired by the company's dance repertoire, pieced together in a Jenga-like pillar. The tower is part of the Les Ballets de Faile exhibition. It takes place in the theater promenade, where it can be viewed from five rings of balconies. Head of Design: Juan Carlos Pagan; Designer: Brian Gartside; Head of Production: Ed Zazzera; Executive Producer: Teri Altman; Assistant Producer: Nina Horowitz
Poster / Craft - Campaign Use of Illustration Campaign Silver Winner Ogilvy Brasil Sao Paulo Dove "Florence", "Kela"," Melinda"," Jenise"," Lani" 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 Veronica Beach/Renata Neumann/Libby Fine Gil Zamora Head Of Client Service: Valeria Barone/Erica Hoholick; Planner: Mollie Hill; Media: Daniella Gallo/Betânia Aragão; Head of Digital: Daniel Tartaro; Uxd Director: Pablo Moura/Fred Celestino
Poster / Craft - Campaign Use of Illustration Campaign Bronze Winner McCann Melbourne Melbourne Metro Trains "Bear", "Fire"," Helmet"," Moose"," Piranha"," Toast" McCann Melbourne AUSTRALIA METRO TRAINS Alec Hussian Adrian Mills McCann Melbourne Melbourne John Mescall Pat Baron John Mescall Pat Baron Julian Frost Pat Baron Our task was to reduce preventable deaths and accidents in young Melbournians. But 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. We created a song, and launched it through the completed suite of paid, owned and earned channels. Radio. Youtube. TV. PR. Social Media. Press. Outdoor. We turned iTunes and Soundcloud into media vehicles. Additionally, we created an App and Children's book to extend engagement with the campaign. 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 both traditional (Radio, TV, Cinema, Posters, Station Ambient) and social media (Sound Cloud, Tumblr and Instagram) to drive traffic. 2. AMPLIFY THROUGH THE POWER OF PR AND SOCIAL 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 interact with our in station posters. 4. EXTEND ENGAGEMENT We released Dumb Ways to Die the game. It went to number 1 in the free app charts in 17 countries including the USA, UK, Germany, Australia, Canada & New Zealand. Our goals were straightforward. Our results phenomenal. 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 - App downloads over 14 Million - 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; Director: Julian Frost
Poster / Craft - Campaign Use of Illustration Campaign Bronze Winner McCann Worldgroup Mumbai Penguin Audiobooks "William Shakespeare", "Mark Twain"," Oscar Wilde" McCann Worldgroup India Mumbai INDIA PENGUIN GROUP(INDIA) Hemali Sodhi Bhakti Malik McCann Worldgroup Mumbai Prasoon Joshi Ashish Chakravarty Talha Nazim/Rohit Devgun Talha Nazim/Rohit Devgun Talha Nazim/Rohit Devgun Lamanoestudio.cl Senior Visualiser: Nobin Dutta
Poster / Craft - Single Use of Photography Bronze Winner Ogilvy & Mather India New Delhi (Gurgaon) Philips LED Torch "Alley" Ogilvy & Mather Pvt. Ltd. Gurgaon INDIA Philips Electronics India Ltd. Gaurav Dudeja Chandana Agarwal Ogilvy & Mather India New Delhi (Gurgaon) Piyush Pandey Ajay Gahlaut Vikash Chemjong/Basab Tito Majumdar Ajay Gahlaut/Vikash Chemjong/Basab Tito Majumdar Basab Tito Majumdar/Vikash Chemjong Pankaj Arora SHOWING US THE WAY BRIEF: Create communication for Philips LED torch - highlighting its white-light which was brighter and better than that thrown by torches with regular bulbs. SOLUTION: We began with the simple thought - the light from our torches was as bright as daylight. We discussed many ideas involving bats, owls, watchmen and more, shown in full daylight with the signoff - that’s what our torch light could do! It looked fine at the time, but soon we realised that while the picture had enough light, it didn’t have the product. So we thought, how about having light beaming out of our torch right down the middle of the poster? And, when we put that on paper, it literally changed our perspective about how the ad should be! And the difference, we must say, was as stark as night and day! RESULT: Website hits up by 9%. Store enquiry/walkins up by 12%. Sales up by 19%. Expectation of the client for another great campaign as a follow up - sky high!