London International Awards London International Awards 2019-12-10T11:33:10Z 2019-12-10T11:33:10Z 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 Plug-In Username Password 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) Director(s) of Integrated Production Executive Agency Producer(s) Agency Producer(s) Creative Technologist Social Media Strategist Programmer(s) Production Manager(s) Design Company Design Company City Design Director(s) Graphic Designer(s) Illustration Company Illustration Company City Illustrator(s) Director(s) of Photography Digital Production Company Digital Production Company City Digital Director(s) Senior Integrated Producer Senior Integrated Producer(s) Interactive Producer(s) Technical Creative Director(s) Technical Developer(s) Technical Director(s) Flash Developer(s) Flash Designer(s) Digital Designer(s) Post-Production Company Post-Production Company City VFX Company VFX Company City VFX Supervisor(s) Additional Effects By Animation Company Animation Company City Animator(s) Editing Facility Editing Facility City Editor(s) Sound Design Company Sound Design Company City Sound Designer(s) Scored By Description of the project Additional Credit
Digital   Grand LIA Winner McCann Melbourne Melbourne Metro Trains "Dumb Ways to Die Campaign" 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 TASK: 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 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 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 NE:AR 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; Director: Julian Frost; Developer: Sam Baird
Digital / Specialism Animation/Motion Graphics Silver Winner Ogilvy Spain/OgilvyOne Madrid ING DIRECT "The Monster" Ogilvy Spain-OgilvyOne Madrid Madrid SPAIN ING DIRECT Almudena Roman Vanesa Porto OgilvyOne Madrid Madrid Jesus Rasines Diego Gonzalez Sonia de Pedro Sara Morena Lissette Mireles Javier Sanchez Carlos Guiard “The Monster That Wouldn’t Let Children Go To School” was an interactive short film that could be watched on the website elmonstruo.org, where users played an important role: defeating the bad guy. The short film told the story of a monster that went around the world stopping children from going to school. There was only one way to defeat him: by using your mobile. When the tension in the story reached its peak, the action stopped and users were given the opportunity to help the children. They could do this by sending an SMS to choose how they wanted the children to be freed from the monster. Users were able to choose between four different options, and their messages reached the children in real time. In addition to helping the children escape from the monster, the SMS provided a €1.20 donation to UNICEF for its programmes that help real children across the world.
Digital / Product/Service - Single Apparel Finalist Ogilvy Paris Paris Louis Vuitton "The Greatest Words" Ogilvy Paris Paris FRANCE LVMH Emmanuelle Guillon Romain Lartigue/Virginie Brou Ogilvy Paris Paris Chris Garbutt Cedric Gueret/Kurt Novack Amandine Fabian Adrien Havet Anette Hallum Kris Belchevski Posterboy Edit Apollo Studios, Toronto Louis Vuitton makes luxury travel goods for people who live exceptional journeys. As a brand, we decided to take viewers on the exceptional journey of Mohammed Ali's life, through an immersive digital and content experience. "Louis Vuitton's Greatest Words" mini site invited viewers to experience Ali's poems, re-interpreted by rapper and word artist Mos Def and brought to life by calligrapher artist Neils Shoe Meulman. The films were instantly shared and spread all over the world, and the campaign picked up considerable PR in the fashion and music industries.
Digital / Specialism Apps/Products Gold Winner Anomaly Toronto Budweiser "Budweiser Red Lights" Anomaly Toronto CANADA Flash Labatt Breweries of Canada Jorn Socquet/Kyle Norrington/JR Edwards/Alexis Smith/Briar Wells Brent Rivard/Dion Aralihalli/Keltie White/Allison Cornford/Vanessa Cote Anomaly Toronto Mike Byrne Pete Breton/Dave Douglass Mike Warzin/Taylor Twist Mike Warzin/Taylor Twist Jen Mete Rachel Steed Omar Morson/Marie Rupolo Peter Deming Ransom Profit Toronto Heung Lee/Brian Ayzenman Steven Hudak Jonathan Armstrong Shipping + Handling, Los Angeles/CO3 NY, New York/Alter Ego Toronto Spot Welders, Los Angeles/School/Rooster Toronto Robert Duffy/Patrick Murphree/Aaron Dark/Christina Humphries Sonic Kore, Toronto/Noise Digital Los Angeles Kim Christensen/Keith Ohman Hockey is the biggest volume-driving occasion for beer in Canada. Rather than just advertise around hockey, Budweiser set out to provide a meaningful connection for fans to their favourite pastime – by developing a product that would elevate the greatest moment in hockey: the goal. Introducing Budweiser Red Lights - authentic, wi-fi enabled, game-synched hockey goal lights that go off every time a fan’s favourite city scores. The first installment of lights sold out on day one and there are over 54 million earned media impressions to date. Production House: OPC FamilyStyle/Biscuit Filmworks; Director: Andreas Nilsson; Production House Producers: Donovan Boden/Harland Weiss/Dennis Beier; Post Production Producers: Patrick McElroy/Sarah Brooks/Melissa Kahn; Product Development & Manufacturing: Buzz Products; Audio Mix: Lime Studios; Voice Casting & Direction: GGRP
Digital / Product/Service - Single Banking/Financial/Insurance Finalist Lavender Sydney Westpac children's banking "PayPig" Lavender Sydney AUSTRALIA Westpac Tabitha Hammond/Jess Barclay/Robin George Lavender Marco Eychenne Anna Karena Anna Karena/Jordan Davies Christof Ulbrich Leigh Butler Donald Martinez Maggie Lim Annie Chan CHALLENGE The kids banking market is a tough one to crack, but well worth the effort. If we can get kids on board while they’re young, we increase the chances that they’ll become banking customers for life. In the age of the digital, native money boxes and colouring books no longer cut it. With this in mind, we set out to create an app to reach this iPhone-fixated audience. And so, PayPig was born. IDEA Kids savings had been conquered by other banks. Kids earning however? That was something new. Parents set the chores they want done, how much they’re prepared to pay, and a pay-day. Kids set pocket money targets and the things they’re saving for. The app has features such as a pig-shaped SMS for prompting parents to pay their dues, and dual login feature for kids to engage with, and parents to monitor and control. RESULTS • Over 2000 downloads in the first month (and counting) • A 5 star customer review on the App Store and glowing reviews from bloggers • PayPig is also soon to be featured in the Apple App store showcase Planning Director: Dom Hickey
Digital / Product/Service - Single Banking/Financial/Insurance Finalist SapientNitro London RBS "GetCash" SapientNitro London UNITED KINGDOM RBS Terry Cordeiro Brad Dyson SapientNitro London Chad Cribbins Kin Cheung GetCash offers NatWest & RBS customers an easy fix for lost or forgotten cards, a way to quickly send money to family and friends in need, or a choice of leaving their wallets at home in favour of their mobile phones. GetCash solves this in a totally secure and painless way for the first time anywhere in the UK. With GetCash, you choose the amount of cash you would like to withdraw on your mobile. You're then provided with a one-use only secure code that can be used at any one of over 8,000 RBS, NatWest or Tesco ATMs in the UK. Experience Design Director: Daniel Harvey; Information Architect: Tara Fowler; Programme Manager: David Mercado; Manager UX: Jen Heazlewood
Digital / Specialism Banners Silver Winner Åkestam Holst Stockholm Pause Home Entertainment "Stockholm House Equalizer Banner" Åkestam Holst Stockholm SWEDEN Pause Home Entertainment Henrik Adenskog Åkestam Holst Stockholm Andreas Ullenius Viktor Jacobsson Andreas Ekelund Provide IT Alex Picha Jens Sjöbergh Together with Sweden's leading experts in construction, acoustics and sound we developed an algorithm that determines exactly how high you can turn up the volume in a home before the neighbours complain. We then applied the algorithm to homes available on the housing market, creating the worlds first real estate listing service based on sound. We placed the service as a banner on Sweden's most popular real estate sites. Digital Planner: Rasmus Bengtsson
Digital / 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; Director: Julian Frost; Developer: Sam Baird
Digital / 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 Juscelino Vieira Gil Zamora Ed David A52/Paranoid John X Carey Philip Owens/Keith Kenniff Company 3 Rock Paper Scissor Paul Kumpata Lime Studio Sam Casas Head Of Client Service: Valeria Barone/Erica Hoholick; Media: Daniella Gallo/Betânia Aragão; Planner: Mollie Hill; Head of Digital: Daniel Tartaro; UXD Directors: Pablo Moura/Fred Celestino
Digital / Innovation Branded Content Gold Winner Pereira & O'Dell San Francisco Toshiba Laptop with Intel Inside "The Beauty Inside" Pereira & O'Dell San Francisco UNITED STATES Intel + Toshiba Billie Goldman/Johan Jervoe/Ryan Baker/Arturo Litvin/Carl Pinto/Ron Smith/Tom Hume Gary Theut/Henry Arlander/Lisl Schilperoort Pereira & O'Dell San Francisco PJ Pereira Jaime Robinson Jason Apaliski Neil Ramanan Chaz Whitworth Jeff Ferro Elisa Moore/Erin Davis B-Reel Films Santa Monica Drake Doremus N Tropic Los Angeles Lost Planet Los Angeles Annette Davey/Tyler Higgins Ravenswork Robert Feist at Ravenswork Dustin O'Halloran 'The Beauty Inside' is an interactive social film presented by Intel and Toshiba, directed by Sundance winner Drake Doremus, starring Mary Elizabeth Winstead, Topher Grace, and YOU. The Beauty Inside is the story of a guy named Alex who wakes up every day as a different person. He is always the same person on the inside, but on the outside, he is somebody else. When he meets Leah and falls in love, everything changes for him. He knows he will see her again, but she will never see him. Because Alex's appearance changed every day, all fans—male or female—were invited to audition for the lead role of Alex. This underlying social component allowed the audience to engage and star alongside Hollywood big shots. Audience members also played Alex throughout the experience on his Facebook timeline via photos and videos, contributing to his narrative every step of the way. This charming Facebook experience features an omnipresent character in the form of a Toshiba Portégé Ultrabook with Intel Inside, which Alex uses daily to chronicle his changing appearances and attempts at a meaningful relationship. The series gave Intel and Toshiba a chance to interact with and provide a branded entertainment experience to a younger generation of consumers engaged in social media. A total of 26 Alexes were cast in the film from fans all over the world including Japan, France, German, Italy, Philippines, Canada and Spain. And an additional 50+ Alexes were selected/featured on the Facebook timeline. Alexes were chosen from over 4,000 auditions on Facebook. The first of six episodes began airing August 16 running each Thursday at 3pmPST/6pmEST. With 70MM views, 96,000 likes on Facebook and a remarkable 97% approval on YouTube, "The Beauty Inside" wowed and attracted new fans as well as auditions to play Alex throughout the 6 week series. RESULTS (ALL INFO BASED ON 8.5 WEEK PERIOD) • 69,566,888+ Global Views • View Sources: YouTube, Site Partners, Twitter, Facebook, DailyMotion, MetaCafe, global efforts, editorial outreach, earned media, mobile o 1,822,324 Mobile Engagements in 8.5 Weeks! o 17,273,629 Trailer Views • 95,892+ Facebook Friends • 8,300+ Twitter Followers • Twitter: 192,808 Total Interactions, 67,791,628 Tweet Impressions, 99% positive comments • 378,000,000+ Brand Impressions • AdAge Viral Video Chart 10 Weeks in a row and 3 times at the #1 spot! • YouTube: Of the 13,423 video comments, 97% were positive • Facebook: 13,514,394 user interactions • 211 U.S. based original articles with 38 reposts • Captured 87 international coverage hits overall • 360% sales lift Client Advertising Manager: Michele Nguyen-Gueron; Business Affairs Directors: Xandra Ess/Angela Eddleman; Media Supervisor: Dan Beer; Strategy Directors: Nick Chapman/Justin Cox/Josh Brandau/Liz Bell/Pete Fishman; Production Intern/Fan Consultant: Corey Lenhart
Digital / Innovation Branded Content Bronze Winner BBDO New York New York Lowe's "Lowe's Vine Fix in Six" BBDO New York New York UNITED STATES Adobe Flash Player Lowe's F. Li/B. Estrada/T. Lamb/R. Barger/C. Ahern/B. Walters/M. Graven/N. Landesman/Z. Pentel BBDO New York New York David Lubars Wil Boudreau Dominick Baccollo Roberto Danino Danny Adrain David Rolfe Theresa Reyes, Daniel Murphy (Interactive Producer), Michael Gentile (Assistant Producer) Production Company: BBDO New York, New York; Director: Meagan Cignoli
Digital / Innovation Branded Content Finalist Ogilvy & Mather Advertising Shanghai Shanghai SOHO Galaxy "ABO" Ogilvy & Mather Shanghai Shanghai CHINA SOHO CHINA Sharon Tan Larry Jin Ogilvy & Mather Advertising Shanghai Shanghai Tham Khai Meng Graham Fink Francis Wee,Dirk Eschenbacher Martin Latham/Elaine Jin/Thomas Zhu/Ray Hao/Kweichee Lam Fiona Chen/Stephen Zhong BACKGROUND: Soho China is one of the country's largest real estate developers. We were asked to use the launch of their latest space-age building, the Soho Galaxy, to raise awareness of an issue close to their hearts - China's growing copycat culture. To Soho China, this lack of originality is extremely damaging to the future of China's creative industries. They wanted to make a stand. And of course, they wanted to sell a few square meters in the process. SOLUTION: We re-wrote history and brought ABO back to earth. ABO is the world's first monkey to travel into space, a true pioneer, and the surprising voice of this campaign. ABO returned to appeal for a return of the progressive, creative China he once knew. He made a series of appearances on TV shows and online, putting difficult and challenging questions to leading creative minds, provoking the nation to talk about the lack of original Chinese creativity. RESULT: Abo's various appearances received millions of views, inspiring thousands to join an online debate.The videos' overall click view reached to 312,833 during the 2 weeks promotion period. Almost 1,500% higher than the average click view rate of previous SOHO videos - Weibo + Youku (Chinese twitter and Youtube).Overall Impression of the films: Over 43,008,550 (Weibo+Youku).Weibo fans of Mr. Pan increased around 5M after the campaign launch from 10M of Oct, 2012 to 15M of Feb, 2013. Mrs. Zhang Xin also gained around 2M weibo fans from 3.8M to 5.6M.By the end of the campaign, all 330,000 square meters of the Soho China's Galaxy building were sold out, proving people were not only speaking up for original creativity in China, but investing in it.
Digital / Innovation Branded Content Finalist 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 Fabrizio Squeo 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 and Art Director: Domenico Manno; Coz Marketing, Amsterdam/Creative Director: Micha Schipper; Coz Marketing, Amsterdam/Art Director: Jorge Delgado; Digital Copywriter: Daniele Papa; Tribal DDB, Amsterdam/Community Manager: Wybe Sallows
Digital / Product/Service - Single Business-to-Business Finalist 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/Karl Westman Alicia Zuluaga/Julie Teicher 1stAveMachine Brooklyn 1stAveMachine Brooklyn 1stAveMachine Brooklyn Punga Hooligan New York Heard City New York 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
Digital / Product/Service - Campaign Campaign Finalist Anomaly Toronto Budweiser "Four Corners", "Red Light CN Tower"," Red Light Iqaluit"," How to Install"," Talk to Me Canada" Anomaly Toronto CANADA Flash Labatt Breweries of Canada Jorn Socque/ Kyle Norrington/JR Edwards/Alexis Smith/Briar Wells Brent Rivard/Dion Aralihalli/Keltie Whit/ Allison Cornford/Ashley McGill/Vanessa Cote Anomaly Toronto Mike Byrne Pete Breton/Dave Douglass Ron MacDonald Dave Douglass Jen Mete Leanne McLellan/Sharon Langlotz Heung Lee/Brian Ayzenman Omar Morson/Marie Rupolo Peter Deming/Mark Peachey/Dave Douglass Christian Ariganello Heung Lee/Brian Ayzenman Jonathan Armstrong Shipping + Handling, Los Angeles/CO3 NY, New York/Alter Ego, Toronto/Fort York Toronto Spot Welders, Los Angeles/School Editing/Rooster, Toronto Toronto Robert Duffy/Patrick Murphree/Aaron Dark/Christina Humphries/Ryan Hunt Noise Digital, Los Angeles/Sonic Kore, Toronto/Silent Joe Toronto Kim Christensen/Keith Ohman Silent Joe Creatives: Mike Warzin/Taylor Twist; Production Company: OPC FamilyStyle/Biscuit Filmworks/Asymetric; Production Company Producers: Donovan Boden/Harland Weiss/Dennis Beier; Director: Andreas Nilsson/Finn O'Hara; Post Production Producers: Patrick McElroy/Sarah Brooks/Melissa Kahn; Digital Production: Ransom Profit; Audio Mix & Voice Casting: Lime Studios/GGRP; Colourist: CO3, New York/Alter Ego, Toronto; Product Development & Manufacturing: Buzz Products
Digital / Product/Service - Campaign Campaign Finalist Ogilvy New York New York IBM "IBMblr" Ogilvy New York New York UNITED STATES IBM Ogilvy & Mather Steve Simpson/Susan Westre/Mike Hahn/Ryan Blank/Sam Mazur/Greg Gerstner/Alfonso Marian Niels West/Ricardo Lopes Fred Kovey/Lauren Costa/Jessica Drew/Lauren Miller/Anne Davidson/Joe Perry/David Schneider Denise Zurilgen/Jillian Abramson/Eddie Pak/Okan Usta/Susan Murphy/Ramona Todoca/Mike Lomanto Punga Joe Digerolamo IBM is the third biggest brand in the world. They've won more US patents than any other company - twenty years in a row. And yet, outside the worlds of business, government and technology, most people don't know what IBM actually does. To introduce more kinds of people to IBM, we decided to create digital content that shows what IBM does best? Namely, invent stuff. All kinds of stuff - from movies the size of atoms to software that predicts fashion trends. Because we knew that once people saw all the amazing things IBM was doing, they'd 'like' them. A lot. All kinds of stuff -- from movies the size of atoms to software that predicts fashion trends. Because we knew that once people saw all the amazing things IBM was doing, they'd 'like' them. A lot. Illustrator(s): Mmj Studio/Jolanta Aerts/Thomas Porostocky/Stephanie Von Dressler/Carl De Torres/I Love Dust/La Mosca/Luke Watkins/Johnny Budden/Faruk Kalaycioglu/Matt Luckhurst; Production Company: 1stAveMachine, Brooklyn; Photographer(s): Christian Weber/Craig Cutler/Jake Chessum/Pict Estudio
Digital / Product/Service - Campaign Campaign Finalist Pereira & O'Dell San Francisco Skype "The Impossible Family Portrait", "The Animal Family Portrait"," The Growing Up Family Portrait"," SkypeStayTogether.com" Pereira & O'Dell San Francisco UNITED STATES Skype Ivy Truong/Kelsey Towbis/Ali Forgeron Pereira & O'Dell San Francisco PJ Pereira Jaime Robinson Jonathan Woytek Katie Brinkworth/Chris Ryan Tim Delger/Arnau Bosch/Brett Beaty Victoria Whitlow/Erin Davis Elisa Moore Kathy Zembera/James Sablan/Bill Spangler Jeff Ferro Leila Moussaoui Station Film, Los Angeles/Uncorked Studios Los Angeles (Peking) Gregory Mitnick/Nat Livingston Johnson Caroline Gibney Sarah McMurray Umlaut Films San Francisco Jessica Congdon/Peter Geige/Michael Pavoni/Ivan Miller/Gina Locurio/Kelly Gibbs One Union Recording San Francisco Lauren Mask Matt Zipkin Skype "Stay Together" Family Portraits forgets about the nuts and bolts and instead focusing on the technology's ability to impact human lives. In this case, to keep family and friends in touch despite long distances. Their accounts are wildly different, heartfelt approaches to living apart from loved ones. The first of the series, “The Impossible Family Portrait” tells the story of Denis who is separated from his home in Uganda but keeps in touch with his family and adopted son over Skype.“The Animal Family Portrait” is a unique story of a zookeeper whose work visa had run out in Australia and visits with her animal friends at the wildlife park via Skype. Starting today, “The Growing Up Family Portrait” introduces 10-year-old Julia, who keeps up with her 12-year-old cousin in Brazil and shows just how delicate staying together can be at that age to avoid growing apart. For each story, Singaporean photographer and visual artist John Clang captures these family portraits with a photograph where everyone is able to pose shoulder-to-shoulder…or hand-to-paw, or ballet-slipper-to-sneaker, through a Skype projection on the wall. The result is a uniquely special family portrait that joins loved ones in the real and digital world. The spots were shot and directed by Station collective Peking, the directing duo of Nat Livingston Johnson and Gregory Mitnick. The campaign blog hosts this content as well as a contest where people can share and vote on real stories of how they use Skype to stay in communication with faraway family and friends. The grand prize is a trip to see loved ones, complete with their own Clang portrait. A Bing interactive map also allows users to explore stories and view friends and family in faraway locations. Campaign outreach focused on engaging consumers and bringing the "Stay Together" concept to life within social channels via YouTube vloggers, online show integrations, blogger participation, and partnerships with networks including O, BBC and Glam. VP, Client Services: Gary Theut; Business Affairs Manager: Xandra Ess; Project Manager: Katie Shesgreen; Strategy Directors: Nick Chapman/Jasmine Summerset/Liz Wood/Justin Cox; Studio Manager: Creighton Fung
Digital / Product/Service - Single Confections/Snacks Silver Winner Draftfcb New York New York OREO "OREO Daily Twist" Draftfcb New York UNITED STATES Mondelez International Danielle Brown Susan Polachek Draftfcb New York New York Jill Applebaum Megan Sheehan Noel Potts Jackie Anzaldi/Jared Isle/Mike Lubrano Anthony Nelson
Digital / Product/Service - Single Confections/Snacks Finalist AMV BBDO London Doritos "Mariachi" AMV BBDO London UNITED KINGDOM PEPSICO AMV BBDO London Paul Brazier Mark Fairbanks/Thiago de Moraes Prabhu Wignaraja/Mark Fairbanks Jeremy Tribe/Thiago de Moraes Independent Films The Sniper Twins The Mill London Marshall Street Editors London Jinx Godfrey AMVBBDO The Lab London Mariachi Doritos is a band we created to deliver exactly what Doritos itself does – bring a little Mexican fun to English parties. They did this by playing Mariachi versions of famous cheesy English pop songs, and by undertaking the first ever Facebook music tour. They could be booked for parties via Doritos’ Facebook page - for either gigs in the flesh or live webcam gigs. We wrote bespoke songs based on the party host’s profile, and each party was viewed live by all our fans on the FB page. 70 gigs were performed in total, all over the UK.
Digital / 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 Dave Flanagan David Halter/Ryan O'Connell John Knuttson Airi Nakayama 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; Digital Creative Director: James Theophane; Associate Producer: Crystal Rata; Robotics Engineer: Ben Cai; Developer: Joshua Brown
Digital / 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 Juscelino Vieira Gil Zamora Ed David A52 Paranoid John X Carey Philip Owens/Keith Kenniff Company 3 Rock Paper Scissor Paul Kumpata Lime Studio Sam Casas 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
Digital / Product/Service - Single Corporate Image Silver Winner Ogilvy Brasil São Paulo Sport Club Recife "Immortal Fans" Ogilvy Brasil Sao Paulo BRAZIL Sport Club Recife Gabriel Freire 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 Ramon Muniz Daniel Tartaro/Tatiana Michelan Tulio Inoue/Thiago Bancaro/Guilherme Todorov Lost Planet Krystn Wagenberg/Marcela Borseau/Jacks Genega/Casey Cayko Sonido/Adelphoi Music Lucas Duque/Bernardo Massot/Geraldo Cortes/Greg Moore/Jamie Masters Head Of Client Service: Valeria Barone; Account Supervisor: Mauro Frota/Amanda Madeiros/Tomaz Praça; Planner: Bruno Cunha/Camila Coelho; Production Company: Homem de Lata (Alê Braga/Deko Schmidt/Marcela Borseau); UXD: Rodrigo Lima/Pablo Moura
Digital / Product/Service - Single Corporate Image Finalist Loducca São Paulo Easy Way Language Center "Easy Way Subtitles" Loducca São Paulo BRAZIL No EASY WAY LANGUAGE CENTER Sérgio Veiga Wilson Negrini Loducca São Paulo Guga Ketzer/Cássio Moron/Fábio Saboya/Sérgio Mugnaini Raphael Franzini Raphael Franzini/Vitor Manfredini Loducca São Paulo Gustavo De Lacerda Brazil's economic boom is attracting many students and professionals to the country. As most of the foreigners don't speak Portuguese, they can't understand local TV shows. So, Easy Way Language Center decided to make their lives a little easier by creating a web service that combines Closed Captioning technology with Google Translate to provide subtitles for Brazilian TV in any language. So far, over 1MM lines of subtitles were translated on the website and all classes are sold out.
Digital / Product/Service - Single E-Commerce Bronze Winner R/GA New York Nike "OneNike" R/GA New York UNITED STATES Nike Executive Creative Director Visual Design: Mark Laughlin; Executive Creative Director/Experience Design: Fura Johannesdottir; Associate Creative Director/Copy: Tim Hutchison; Associate Creative Director Visual Design: Hoshi Ludwig; Associate Creative Director/Experience Design: Xavier Gallego; Art Director: Matt Schreiber; Visual Design: Augusto Paiva/Rumiana Williams/Erik Herrstrom; Group Director- Production: Mark Norris; Senior Technical Directors: Christian Rauh/Patricia Choi; Technical Team Leads: Lamar Hines/Adam Housman; Senior Experience Designer: Caitlin Robinson; Experience Design: Rahul Sen/Evinn Quinn; Producer: Elizabeth Bell; Associate Producer: Emily Fare
Digital / Product/Service - Single Electronic Equipment Gold Winner DDB DM9JaymeSyfu/Digit Makati City Smart Public Affairs "TXTBKS" DDB DM9JaymeSyfu/Digit Makati PHILIPPINES Flash Smart Communications Alex Syfu/Ina Vargas DDB DM9JaymeSyfu/Digit Makati City Merlee Jayme Eugene Demata Aste Gutierrez Aste Gutierrez Biboy Royong/Buboy Paguio Carlo Perlas Buboy Paguio Buboy Paguio Biboy Royong/Buboy Paguio Tower of Doom Quezon City Melo Samson
Digital / Product/Service - Single Foods Bronze Winner R/GA New York McCormick "McCormick FlavorPrint" R/GA New York UNITED STATES McCormick Group Account Director - Client Services: Andrea Lennon; Managing Director - Planning: Andrea Ring; SVP.Executive Creative Directors: Chloe Gottlieb/Taras Wayner; Group Executive Creative Director: Erin Lynch; Creative Director - Visual: Andrew Eaton; Associate Creative Director - Copy: Colleen Harlan; Associate Creative Director - Visual: Mary Church; Associate Creative Directors - Data Visualization: Michael Lewis/Shu Zheng Li; Group Director - Production: Carol Park; Senior Producer: Alexandra Leite; Visual Design: Jihee Yoon/Alvaro Masa; Experience Design Director: Karen Rainert; Experience Design: Pon Katera/Shashank Raval/Paolo Benevenuto; Technology and Design Director: Katrina Bekessy; Group Technical Director: Micah Topping; Senior Information Designer - Visual: Luca Masud; Senior Open Standards Developer: Rob Adams
Digital / Product/Service - Single Games Bronze Winner 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. Developer: Michel Guilhermet; Motion Designer: Bastien Baumann
Digital / Product/Service - Single Home Furnishings/Appliances Bronze Winner Åkestam Holst Stockholm IKEA "Say it With a Bed" Åkestam Holst Stockholm SWEDEN IKEA Kjell Månsson Åkestam Holst Stockholm Andreas Ullenius Viktor Jacobsson/Maja Folgerø Andreas Ekelund/Petra Albrektson Anna Nolendorfs B-Reel Alex Picha Planner: Mikael Grenros
Digital / Innovation Innovative Use of Digital Silver Winner Åkestam Holst Stockholm Swebus "The Train Switch" Åkestam Holst Stockholm SWEDEN Swebus Magnus Hamberg Åkestam Holst Andreas Ullenius Adam Reuterskiöld Fredrik Josefsson Bella Lagerquist Olov Öqvist/Jens Broman State Interactive Johan Eklund 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. 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
Digital / Product/Service - Single Media Promotion Finalist Sancho BBDO Worldwide Bogota El Tiempo Newspaper/Web "Voice Bank" Sancho BBDO Worldwide Inc Bogota COLOMBIA El Tiempo Publishing House Tatiana Vergara Monica Nieto Sancho BBDO Worldwide Bogota Giovanni Martinez/Hugo Corredor Diego Ortiz Gallego/Gustavo Zapata Alejandro Bermudez Diego Ortiz Gallego/Alejandro Bermudez Paloma Lario Ana Maria Arango Francisco Andres Delgado Denise Villamil Ariza/Miguel Angel Galvis/Alexandra Giraldo Ramirez/Alex Hernando Ramirez/Sandy Johana Calderon Sancho BBDO Worldwide Bogota Paloma Lario/Gustavo Zapata Gustavo Zapata Paula Tejada Francisco Andres Delgado Francisco Andres Delgado Francisco Andres Delgado El Cisne, Bogota/Sancho BBDO Bogota El Cisne, Bogota/Sancho BBDO Bogota Camilo Rosas/Mauricio Agudelo/Ricardo Garcia/Alejandro Cartagena Sancho BBDO Worldwide Bogota Angela Blanco Machina Studio Voice Bank. Internet for the blind people PROBLEM From 329.000 blind people in Colombia, 92% belong to low and middle class. Most of them have access to computers but not to Internet or Internet News, because the existing aids are extremely expensive, limited and hard to find. IDEA Just by clicking on a banner in www.eltiempo.com, the Web Site from the most important newspaper in the Country, any sighted person can read a news article outloud and record it immediately, so it can also be available for the blind people on the site www.bancodevoz.org. At www.bancodevoz.org, just by listening and using the number keys on their keyboard, blind people can surf the Web, as any other person that can see is able to, on a call center service, where they can listen to the news which are read by hundreds of Colombians, replacing the robotic voices, some devices use, by human voices. RESULTS The VOICE BANK grows on daily basis, and each day we get more donors and news, generating a self-sufficient platform powered by users, very much like Wikipedia or TripAdvisor. Today, more Web Pages have activated the program and new contents are available for users, even some celebrities have joined the VOICE BANK, helping it grow and projecting it as the Internet for the blind people.
Digital / Specialism Mobile Advertising Bronze Winner AlmapBBDO São Paulo Audi R8 "Screenshot" AlmapBBDO Publicidade e Comunicações LTDA Sao Paulo BRAZIL Audi Leandro Radomile Fernanda Antonelli/Carol Derra AlmapBBDO São Paulo Marcello Serpa Luiz Sanches Marcos Medeiros/André Kassu/Renato Simoes/Bruno Prosperi Filipe Medici/Rodrigo Resende Andre Sallowicz/Denis Peralta Fernando Boniotti The Goodfellas São Paulo In order to promote Audi's fastest car, we created an ad in digital magazines using its main differential: the speed. To see the new Audi R8, readers needed to photograph it using the iPad's feature screenshot. While the car passes by in high speed the reader must press the buttons HOME and SLEEP at the same time to take a picture. Only the picture taken at the exact moment when the car is in frame reveals the Audi R8 completely. More than an interactive ad, an Audi ad saved amongst the personal photos of readers.
Digital / Specialism Mobile Advertising Bronze Winner 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. Developer: Michel Guilhermet; Motion Designer: Bastien Baumann
Digital / Specialism Mobile Advertising Finalist Ogilvy & Mather Group Hong Kong Shop Elsewhere "Shop Elsewhere" OgilvyAction Hong Kong Ltd. Hong Kong HONG KONG La Petite Caravane Thuy-Tien Crampton David Paysant Ogilvy & Mather Group Hong Kong Reed Collins Mehdi Lamloum Tyler Whitlock Michelle Lim-Chua Elle Poon/Kenny Foo The Brand Union Hong Kong Andy Reynolds Pedro Pereira Lopes Redworks Hong Kong Josh Thomas/Jonathan Evans Stuart Howe Facing high rent rates and competing with the world’s largest fashion brands, Hong Kong-based independent designers struggle to reach more clients. As they cannot afford prime store locations or compete with the big brand marketing budgets, our challenge was to develop an innovative approach to business that would provide a unique in-store experience and help them acquire new customers. Shop Elsewhere is a platform where brands collaborate by recommending each other’s products through an in-store activation. For each item in store, a tag displaying a unique QR code is created. By scanning the QR code, the customer accesses a mobile website where they discover a matching item from another designer. A map showing the other designer’s location drives the customer in-store to buy the recommended item. Online stores use the “You may also like…” feature to suggest additional items for purchase consideration. With Shop Elsewhere, we brought this to the real world as designers recommended items that would compliment an in-store purchase; only the recommended items were from another designer. With this cross-recommendation model, each participating designer instantly increased their reach while also creating a unique in-store experience for customers as they received first-hand recommendations from the designers themselves. Five designers formed collaborations within the first week offering recommendations for more than 40 design combinations and helping raise traffic to each other’s stores. The movement is still growing with more designers joining across Asia. Shop Elsewhere has also seen a positive response from customers, who generally shy away from larger brands and seek out new designers, as the movement helps them discover new designers that match their own taste. Agency Managing Director: David Paysant; Agency Group Account Director: Harshad Sreedharan; Agency Account Executive: Olivia Paul; Regional Executive Creative Director: Daniel Comar; Senior Art Director: Jarrod Reginald
Digital / Specialism Mobile Apps 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 Barrel of Donkeys Melbourne Julian Frost Dumb Ways to Die The Game The message that young people needed to hear, that became a message young people wanted to hear. The Dumb Ways to Die smartphone game is a furious little button basher that engages young people in the idea of being safe around trains, while they help prolong the lives of the characters from the Dumb Ways to Die campaign. To date, over 14 million people have downloaded the app and it became the top free mobile app in 17 countries and also charted in the top 100 in 80 countries. Advertiser's Supervisor: Chloe Alsop; Planner: Adrian Mills; Typographer: Pat Baron; Developer: Sam Baird
Digital / Specialism Mobile Apps Finalist 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 Atelier 216 Tunis Mehdi Larguech/Med Habib Mesbah Ghazi Triki Aref Ben Saad/Issam Babchia/Bilel Saoudi Ali Bhiri Mustapha Boussabat This is how a mobile app 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. Senior Executive Producers: Imed Marzouk/Doug Scott
Digital / Specialism Navigation/Interactivity Silver Winner AKQA London Nike/Microsoft Studios "Nike+ Kinect Training" AKQA London UNITED KINGDOM NIKE/ MICROSOFT STUDIOS Geoff Northcott/Brian Snyder AKQA London James Hilton Duan Evans Robert Thomsen Hari Bajwa Xavier Jacob/James Chorley AKQA "Nike+ Kinect Training is as good as a real trainer and costs less than 1hr's lesson." - Chris Anderson: Former Editor-in-Chief of Wired Magazine. The best-selling Xbox Kinect title of the holiday season was created by a brand: Nike+ Kinect Training. We started in 2010 with a vision to democratize personal training, merging Nike’s expertise in training with Microsoft’s Kinect tracking technology. There was no benchmark for fitness capability, so we partnered with sports scientists to invent one. Algorithmic intelligence means every workout is fresh and personalized to you. By tracking your movement to a skeletal level we deliver precise feedback exactly when you need it. Live video streamed challenges bringing social training to your home. Nike+ Kinect Training gives everyone a personal trainer 24/7, helping the world to get fit and stay fit and creating meaningful connections with Nike every day. Senior Global Director: Tesa Aragones; Senior Project Manager: Taraneh Khosrowshahi; Game Developer: Sumo Digital LTD; Senior Designer: Patrick Lendrum; Designer: Stephanie Lindgren/Ben Parisot; Game Designer: Ben Gonshaw
Digital / Specialism Navigation/Interactivity Bronze Winner 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 Dave Flanagan David Halter/Ryan O'Connell John Knuttson Airi Nakayama 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; Digital Creative Director: James Theophane; Associate Producer: Crystal Rata; Developer: Joshua Brown; Robotics Engineer: Ben Cai
Digital / Specialism Navigation/Interactivity Finalist R/GA New York Nike "OneNike" R/GA New York UNITED STATES Nike Executive Creative Director Visual Design: Mark Laughlin; Executive Creative Director/Experience Design: Fura Johannesdottir; Associate Creative Director Visual Design: Hoshi Ludwig; Associate Creative Director/Experience Design: Xavier Gallego; Associate Creative Director/Copy: Tim Hutchison; Art Director: Matt Schreiber; Technical Team Leads: Lamar Hines/Adam Housman; Senior Technical Directors: Christian Rauh/Patricia Choi; Senior Experience Designer: Caitlin Robinson; Experience Design: Rahul Sen/Evinn Quinn; Visual Design: Augusto Paiva/Rumiana Williams/Erik Herrstrom; Group Director- Production: Mark Norris; Producer: Elizabeth Bell; Associate Producer: Emily Fare
Digital / Specialism Navigation/Interactivity Finalist The Martin Agency Richmond Cuban Missile Crisis 50th Anniversary "Clouds Over Cuba" The Martin Agency Richmond UNITED STATES The JFK Presidential Library & Museum The Martin Agency Richmond Joe Alexander Wade Alger Brian Williams Nicole Hollis-Vitale/Kristen Little Robert Richardson Tool Santa Monica Ben Tricklebank/Erich Joiner Kristen Koeller Bartek Drozdz Matt Gase Stitch Santa Monica Plan8 Stockholm Clouds Over Cuba is an interactive multimedia documentary commemorating the 50th anniversary of the Cuban Missile Crisis. The feature begins with Castro's overthrow of Batista in 1959, and continues on until the missiles were removed in October 1962. Features include 15 expert interviews on related topics, a dossier of 200 related documents and images linked to the timeline of the film, mobile sync, tablet optimization, and calendar integration so you can attend JFK's secret meetings "live," 50 years later. Finally, a "What If?" short film depicts an alternate 2012 in which the crisis had escalated into nuclear war. Production Company: Tool, Santa Monica; Executive Producers: Brian Latt/Dustin Callif/Oliver Fuselier/Steve Humble; Head of Digital Production: Joy Kuraitis
Digital / Specialism Online Games Silver Winner PARTY Inc. Tokyo World Wide Maze "Chrome World Wide Maze" PARTY Inc. Tokyo JAPAN Google Japan Inc.
 PARTY Inc. Tokyo AID-DCC Inc., Tokyo/Katamari Inc., Tokyo/FUTUREK Inc. Tokyo To demonstrate the magic of the web on both PC and Mobile, we created "World Wide Maze." By using WebSocket, WebGL, and the Chrome Tab Sync function, we created a game where you can turn any website into a 3D maze and play using your smartphone.
Digital / Specialism Online Games Silver Winner Åkestam Holst Stockholm The Swedish Post "The Parcel Memory" Åkestam Holst Stockholm SWEDEN The Swedish Post Jacob Stjärne Åkestam Holst Stockholm Andreas Ullenius Joakim Labraaten Lars Holthe Katarina Johansson Olov Öqvist From Stockholm With Love Johan Eklund Our brief was to promote the Swedish Post's pre-franked parcels and encourage people to send more Xmas gifts in December. We created The Parcel Memory, an online match-making game challenging the nation to keep the parcels in mind. If you found a matching pair you won both. But since they're identical and giving and receiving are just as fun, the gifts had to be sent to different receivers. Planner: Lars Friberg; Production Company: It's Showtime!; Studio Assistant: Felicia Lodin
Digital / Specialism Online Games Finalist 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 Chris Gotz Nicholas Wittenberg Tommy Le Roux Tommy Le Roux/Tim Human Kurt Paulse/FD Majiet Chris Rawlinson Michael Theron/Umar Jakoet Adrian Varkel Andrew Pullen Fred Cilliers R.E.C. Dave Jackson R.E.C. Joanna Morton/Dave Jackson The Workroom Stephen Webster
Digital / Product/Service - Single Public Service/Social Welfare 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 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; Typographer: Pat Baron; Director: Julian Frost; Developer: Sam Baird
Digital / Product/Service - Single Public Service/Social Welfare Silver Winner Cheil Germany Schwalbach am Taunus United Nations Campaign Against Forced Marriage "Free The Forced!" Cheil Germany GmbH Schwalbach am Taunus GERMANY United Nations Association of Germany Dr. Beate Wagner Yung Kyu Tomas Lee Cheil Germany Schwalbach am Taunus Roland Rudolf Jörn Welle/Thomas Schröder Thilo Müller-Ohldach Ian Lit Shen Lim/Peter Carlos Kirsch Moritz Gillrath Katharina Fahnl Kai Hartung/Suzane Papac 2erpack studios Hamburg Behruz Tschaitschian/Hannes Mussbach Die Seitenschneider Frankfurt Das WERK Frankfurt Loft Tonstudios Frankfurt Every year, 60,000,000 women are forced to marry. The United Nations Association of Germany wants to make this invisible crime visible and help the victims – by involving the public. On a bridge, where couples have fixed thousands of padlocks to express their everlasting love, we put up 3,500 locks representing women trapped in forced marriage. By scanning QR codes on our locks, people spread the word via social media functions on our mobile site and could even donate. They received a number code to open a lock and free a woman. In three days: total media reach came to 5.3 million, almost all locks were opened, 570,000 people got involved on social media channels and donations to the UN Trust Fund to end violence against women went up by 279%. Account Executive: Maximilian Ofer/Jessica Harriet Pfanner/Younghae Suh; Chief Executive Officer: Volker Selle; Event Manager: Roman Laufer/Dunja Habib; Creative Concepter: Fernanda Roedel
Digital / Product/Service - Single Public Service/Social Welfare Silver Winner JWT Singapore Singapore Singapore Red Cross "Rapid Rescue" J Walter Thompson Singapore Pte Ltd Singapore SINGAPORE Singapore Red Cross JWT Singapore Singapore Jun Fukawa/Valerie Cheng Tay Guan Hin Parixit Bhattacharya Alan Leong Parixit Bhattacharya Karan Dang/Celeste Ang Omnitoons Singapore Karen New The Red Cross is dedicated to protecting human life and dignity, relieving human suffering and responding to emergencies. Their objectives are to provide assistance in relief operations in times of disaster and in auxiliary health and welfare services. But still, very few people are aware of their offering and the availability of help during life and death situations. Through this project, they want to make themselves synonymous with disaster prevention and aid. They want people to reach out to them when there's an emergency. When it comes to emergencies, time is of the essence - 4 minutes for the brain to stop functioning during a heart attack but 8 minutes for an ambulance to arrive. We realised that through first-aid courses provided by Red Cross, there are 12,000 certified first-alders in Singapore. What if this help was always around the corner but never tapped on? Our solution was Rapid Rescue, a mobile app that uses GPS to connect a First Aid seeker to the nearest first-aider. When it comes to emergencies, time is of the essence - 4 minutes for the brain to stop functioning during a heart attack but 8 minutes for an ambulance to arrive. We realised that th rough first-aid courses provided by Red Cross, there are 12,000 certified first-alders in Singapore. What if this help was always around the corner but never tapped on? Our solution was Rapid Rescue, a mobile app that uses GPS to connect a First Aid seeker to the nearest first-aider.
Digital / Product/Service - Single Public Service/Social Welfare Silver Winner The Martin Agency Richmond Cuban Missile Crisis 50th Anniversary "Clouds Over Cuba" The Martin Agency Richmond UNITED STATES The JFK Presidential Library & Museum The Martin Agency Richmond Joe Alexander Wade Alger Brian Williams Nicole Hollis-Vitale/Kristen Little Robert Richardson Tool Santa Monica Ben Tricklebank/Erich Joiner Kristen Koeller Bartek Drozdz Matt Gase Stitch Santa Monica Plan8 Stockholm Clouds Over Cuba is an interactive multimedia documentary commemorating the 50th anniversary of the Cuban Missile Crisis. The feature begins with Castro's overthrow of Batista in 1959, and continues on until the missiles were removed in October 1962. Features include 15 expert interviews on related topics, a dossier of 200 related documents and images linked to the timeline of the film, mobile sync, tablet optimization, and calendar integration so you can attend JFK's secret meetings "live," 50 years later. Finally, a "What If?" short film depicts an alternate 2012 in which the crisis had escalated into nuclear war. Production Company: Tool, Santa Monica; Executive Producers: Brian Latt/Dustin Callif/Oliver Fuselier/Steve Humble; Head of Digital Production: Joy Kuraitis
Digital / Product/Service - Single Public Service/Social Welfare Bronze Winner Ogilvy Paris Paris Google+/Tous Unis Pour L'Egalite "Same Sex Marriage" Ogilvy Paris Paris FRANCE Google Kristell Schuber/Raphael Goumain (Google) & Vincent Viollain (Tous Unis pour L'Egalite) Benoit de Fleurian/Myriam Nouicer Ogilvy Paris Paris Chris Garbutt Frederic Levron Benjamin Dessagne/Stephane Santana Benjamin Dessagne/Stephane Santana Laure Bayle/Diane de Breteville Lola Norymberg Up until recently, same sex marriage in France was illegal. To demonstrate how Google could truly enable new possibilities, we launched the world's first social same sex marriage on Google Hangout. We made it possible for French gay couples in Paris to get married online by a Belgian Mayor using hangout's video-conference facility. The ceremonies were broadcast live to the world and witnessed by many. Becoming an inspiration for gay communities across the globe, and igniting an online movement of symbolic weddings on Google which is still gaining momentum today as couples in Chile and Israel continue to be wed on the same platform. Art Director Assistants: Jeremy Bouchet/Robyn Makinson/Bruno Bicalho/Elise Richardson/Paul Brandeth/Thomas Defert/David Diankanguila; Web Design: Fabien Gavinet; Web Development: Fabien Chasseigneux/Loic Vinchon
Digital / Product/Service - Single Public Service/Social Welfare Finalist AKQA Washington, DC World Wildlife Fund "WWF Together" AKQA Washington UNITED STATES World Wildlife Fund AKQA Washington, DC Brendan DiBona Michael Powell Jon Lee Erin Chandler Morten Koldby Scott Cullum Andy Haynes/Yi-An Chien COPILOT Strategic Music + Sound Objective Help supporters get closer to the mission and work of World Wildlife Fund. Idea WWF Together features interactive species stories that leverage the unique features of the iPad, presenting the lives and stories of the world’s most amazing animals in a way supporters have never seen before. Impact 700K+ downloads in 100+ countries, with consumers having spent an equivalent of 20+ years of time within the app. Winner of the 2013 Apple Design Award, named Best of Show at the DC ADDY Awards and Creativity International Awards. Featured in Apple’s “10 Apps That Wow” and “Great Free Apps” lists. Management Supervisor: Sarah Cheffy; Creative Lead: Elizabeth Bieber; Creative: Jefferson Liu
Digital / Product/Service - Single Public Service/Social Welfare Finalist Arnold Worldwide Boston Climate Reality "Reality Drop" Arnold Worldwide Boston UNITED STATES awards awards Climate Reality Arnold Worldwide Boston Pete Favat Meg Siegal/Mike Howard/Fearless Cottage Mike Howard/Samantha Jo Gutglass Deb Grant Brendon Volpe Brendon Volpe/Sebastian Gard Deb Grant/Jon Casey/Jeff Oeth
 Vermonster/Fion Kou Despite clear scientific consensus, people are increasingly confused about the reality of global climate change. Much of the information contributing to the confusion has been funded by Big Fossil fuel, and perpetuated by the media. Reality drop was designed to give users direct access the latest climate change news from hundreds of online resources, along with the science that directly pertains to that news, and the means to socialize it and spread climate change reality. Information Architect: Kate Tetreault
Digital / Product/Service - Single Public Service/Social Welfare Finalist 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 Simon Baumann/Sebastian Lempe Kamil Garbacz ARRI Mitte Berlin Philipp Toegel 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. Head of TV: Steffen Gentis; Designer: Steve Bergmann/Alexej Alschiz; Light Design: Sandra Glaser; Production Assistant: Kirsten Schulz; Concept Online: Yassin Taibi/René Bieder; Creative Managing Directors: Jan Harbeck/David Mously
Digital / Product/Service - Single Public Service/Social Welfare Finalist Leo Burnett Sydney Australian Bureau of Statistics - Census "Run That Town" Leo Burnett Sydney AUSTRALIA Australian Bureau of Statistics Paul Everson/Neil Duncan Leo Burnett Sydney Andy DiLallo Kieran Ots Ayla Norris-Smith/Kieran Ots Zaid Al-Asady/Kieran Ots Adrian Gunadi David Mugford/Mark White Kevin Brown Patrick Toohey/Kevin Brown David Giuca/Toby Pederson/Keong Seet Challenge: The Australian Bureau of Statistics wanted to raise awareness of the significance and importance of the latest Census data. But most people simply aren’t interested. Objectives: Show Australians just how valuable and relevant the Census data really is. Strategy: The best way to understand the true value of the Census data is to use it. So we decided to create content that would make people actively want to use the data. Technology Partner: Millipede
Digital / Product/Service - Single Public Service/Social Welfare Finalist Leo Burnett Melbourne Melbourne SEEK Volunteer "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 Luc Wiesman Nicole Ross Gusto Music Melbourne 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.
Digital / Product/Service - Single Public Service/Social Welfare Finalist Sancho BBDO Worldwide Bogota El Tiempo Newspaper/Web "Voice Bank" Sancho BBDO Worldwide Inc Bogota COLOMBIA El Tiempo Publishing House Tatiana Vergara Monica Nieto Sancho BBDO Worldwide Bogota Giovanni Martinez/Hugo Corredor Diego Ortiz Gallego/Gustavo Zapata Alejandro Bermudez Diego Ortiz Gallego/Alejandro Bermudez Paloma Lario Ana Maria Arango Francisco Andres Delgado Denise Villamil Ariza/Miguel Angel Galvis/Alexandra Giraldo Ramirez/Alex Hernando Ramirez/Sandy Johana Calderon Sancho BBDO Worldwide Bogota Paloma Lario/Gustavo Zapata Gustavo Zapata Paula Tejada Francisco Andres Delgado Francisco Andres Delgado Francisco Andres Delgado El Cisne, Bogota/Sancho BBDO Bogota El Cisne, Bogota/Sancho BBDO Bogota Camilo Rosas/Mauricio Agudelo/Ricardo Garcia/Alejandro Cartagena Sancho BBDO Worldwide Bogota Angela Blanco Machina Studio Voice Bank. Internet for the blind people PROBLEM From 329.000 blind people in Colombia, 92% belong to low and middle class. Most of them have access to computers but not to Internet or Internet News, because the existing aids are extremely expensive, limited and hard to find. IDEA Just by clicking on a banner in www.eltiempo.com, the Web Site from the most important newspaper in the Country, any sighted person can read a news article outloud and record it immediately, so it can also be available for the blind people on the site www.bancodevoz.org. At www.bancodevoz.org, just by listening and using the number keys on their keyboard, blind people can surf the Web, as any other person that can see is able to, on a call center service, where they can listen to the news which are read by hundreds of Colombians, replacing the robotic voices, some devices use, by human voices. RESULTS The VOICE BANK grows on daily basis, and each day we get more donors and news, generating a self-sufficient platform powered by users, very much like Wikipedia or TripAdvisor. Today, more Web Pages have activated the program and new contents are available for users, even some celebrities have joined the VOICE BANK, helping it grow and projecting it as the Internet for the blind people.
Digital / Product/Service - Campaign Public Service/Social Welfare Campaign Gold Winner Draftfcb New Zealand Auckland SPCA - Pet Adoption "Driving Dogs", "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 Harri Owen/Steph Pearson/Andrew Thompson/Sam Boniface Draftfcb New Zealand Auckland Nick McFarlane Nick McFarlane Draftfcb New Zealand Auckland Marco Siraky Draftfcb New Zealand Auckland Kevin Akers Catherine Chi Draftfcb New Zealand Auckland Draftfcb New Zealand Auckland Blair Walker/Marco Siraky Draftfcb New Zealand Auckland Blair Walker/Marco Siraky In New Zealand, too people write off rescue dogs as second-rate mutts, so finding homes for them is difficult. MINI, one of the SPCA’s key sponsors agreed to help. If more people knew how smart these animals really are, more would get adopted. So, we taught three SPCA dogs to drive a car. Results: Exposed to over 1b people. News coverage in 70+ countries. Most searched story online – 4 days running. 10m YouTube views. By campaign’s end, SPCA had adopted out every single dog. SPCA adoptions are up 200% globally. Retoucher: Anton Mason
Digital / Product/Service - Campaign Public Service/Social Welfare Campaign Gold Winner McCann Melbourne Melbourne Metro Trains "Dumb Ways to Die Campaign" 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 TASK: 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 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 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 NE:AR 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; Director: Julian Frost; Developer: Sam Baird
Digital / Product/Service - Single Retail Finalist Åkestam Holst Stockholm Pause Home Entertainment "Stockholm House Equalizer" Åkestam Holst Stockholm SWEDEN Pause Home Entertainment Henrik Adenskog Åkestam Holst Stockholm Andreas Ullenius Viktor Jacobsson Andreas Ekelund Provide IT Alex Picha Jens Sjöbergh Together with Sweden's leading experts in construction, acoustics and sound we developed an algorithm that determines exactly how high you can turn up the volume in a home before the neighbours complain. We then applied the algorithm to homes available on the housing market, creating the worlds first real estate listing service based on sound. Digital Planner: Rasmus Bengtsson
Digital / Product/Service - Single Sports Silver Winner AKQA London Nike/Microsoft Studios "Nike+ Kinect Training" AKQA London UNITED KINGDOM NIKE/ MICROSOFT STUDIOS Geoff Northcott, Brian Snyder AKQA London James Hilton Duan Evans Robert Thomsen Hari Bajwa Xavier Jacob/James Chorley AKQA "Nike+ Kinect Training is as good as a real trainer and costs less than 1hr's lesson." - Chris Anderson: Former Editor-in-Chief of Wired Magazine. The best-selling Xbox Kinect title of the holiday season was created by a brand: Nike+ Kinect Training. We started in 2010 with a vision to democratize personal training, merging Nike’s expertise in training with Microsoft’s Kinect tracking technology. There was no benchmark for fitness capability, so we partnered with sports scientists to invent one. Algorithmic intelligence means every workout is fresh and personalized to you. By tracking your movement to a skeletal level we deliver precise feedback exactly when you need it. Live video streamed challenges bringing social training to your home. Nike+ Kinect Training gives everyone a personal trainer 24/7, helping the world to get fit and stay fit and creating meaningful connections with Nike every day. Senior Global Director: Tesa Aragones; Senior Project Manager: Taraneh Khosrowshahi; Game Developer: Sumo Digital LTD; Senior Designer: Patrick Lendrum; Designer: Stephanie Lindgren/Ben Parisot; Game Designer: Ben Gonshaw
Digital / Product/Service - Single Sports Finalist HEIMAT Berlin adidas "The Biggest Champions League Final of all Time" Heimat Werbeagentur Berlin GERMANY adidas AG Sven Schindler Flo Hoffmann HEIMAT Berlin Guido Heffels Ramin Schmiedekampf/Frank Hose Ramin Schmiedekampf/David Kauder Frank Hose/Luc Schurgers - Minivegas/Ellen Utrecht - Minivegas Luc Schurgers - MinivegasEllen Utrecht - Minivegas Jessica Valin/Flo Hoffmann/Philip Bauch Luc Schurgers - Minivegas Maria Botsch/Santiago Raga/Benedikt Gansczyk Minivegas Amsterdam Luc Schurgers Luc Schurgers Berlin Audio Berlin Thomas Berlin The 2012 Champions League Final, the highlight of the European football season, took place in Munich, Germany, when Bayern Munich faced off against Chelsea FC. adidas, a partner of the UEFA Champions League and a sponsor of both competing teams, used the event as a communicative platform to make it the biggest Champions League Final of all time. Additionally, adidas highlighted it's “all in” claim by inviting everyone in Munich and around the world to participate in a competition. In doing so, adidas took fans’ rivalry to the next level. CEO: Matthias von Bechtolsheim
Digital / Product/Service - Single Travel Gold Winner Åkestam Holst Stockholm Swebus "The Train Switch" Åkestam Holst Stockholm SWEDEN Swebus Magnus Hamberg Åkestam Holst Andreas Ullenius Adam Reuterskiöld Fredrik Josefsson Bella Lagerquist Olov Öqvist/Jens Broman State Interactive Johan Eklund 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. 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
Digital / Specialism Use of Social Media Silver Winner BBDO New York New York Lowe's "Lowe's Vine Fix in Six" BBDO New York New York UNITED STATES Adobe Flash Player Lowe's F. Li/B. Estrada/T. Lamb/R. Barger/C. Ahern/B. Walters/M. Graven/N. Landesman/Z. Pentel BBDO New York New York David Lubars Wil Boudreau Dominick Baccollo Roberto Danino Danny Adrain David Rolfe Theresa Reyes Production Company: BBDO New York; Interactive Producer: Daniel Murphy; Assistant Producer: Michael Gentile; Director: Meagan Cignoli
Digital / Specialism Use of Social Media Silver Winner CP+B Los Angeles Grey Poupon "The Society of Good Taste" CP+B Group Boulder UNITED STATES Kraft Foods CP+B Los Angeles Worldwide Chief Creative Officer: Rob Reilly; VP/ Executive Creative Director: Jason Gaboriau; VP/Creative Director: Robin Fitzgerald; Creative Director: Cameron Harris; Associate Creative Director/Copywriter: Alexandra Sann; Associate Creative Director/Art Director: Mike Kohlbecker; Senior Copywriter: Jamie Toal; Copywriter: Rachel Carlson; Senior Art Director: Tushar Date; Art Director: Patricia Ortiz; Interactive Designer: Anders Svensson; Designer: Douglas Menezes; DFX Lead: Eduardo Santiesteban; EVP/ Executive Experience Director: Matt Walsh; Experience Design: Alex Riegelman; VP/Executive Creative Technology Director: Dan Fox; Technical Lead: Brian Wigginton; Junior Digital Artists: Sabrina Fraley/Brett Reiland
Digital / Specialism Use of Social Media Silver Winner Draftfcb New York New York OREO "OREO Daily Twist" Draftfcb New York UNITED STATES Mondelez International Danielle Brown Susan Polachek Draftfcb New York New York Jill Applebaum Megan Sheehan Noel Potts Jackie Anzaldi/Jared Isle/Mike Lubrano Anthony Nelson
Digital / Specialism Use of Social Media Bronze Winner Ogilvy Brasil Sao Paulo English School For Kids "Celeb Grammar Cops" Ogilvy Brasil Sao Paulo BRAZIL Red Balloon Rodrigo Facchinetti 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 Daniel Tartaro Thiago Bancaro/Tulio Inoue Head Of Client Service: Valeria Barone; Production Company: Vetor Zero (Fabio Hacker (Alemão)/Alberto Lopes/Poliana Martins/Alexandre Elaiuy); Uxd Director: Pablo Moura; Projects Directors: Rodrigo Baroni/Wagner Gomes; Sound Production: Lua Nova (Paulo Vaz/Guga Ferrari)
Digital / Specialism Use of Social Media Finalist R/GA London London Getty Images "The Feed by Getty Images" R/GA New York UNITED STATES Getty Images Getty Images asked us to help them stand out in the intensively competitive editorial photography market. Rather than write a broadcast campaign, we created a utility that solved a problem for these organizations and the people who work for them. The Feed from Getty Images automates the population of Getty Images’ clients’ news feeds in social. It does the job of a social content manager, listens to chat online and surfaces images immediately that are most relevant. The Feed was launched exclusively in Wired and Tech Crunch and was quickly hailed as a genuine social innovation. Senior Experience Designer: Dylan Connerton; VP, Executive Creative Directors: James Temple/George Prest; Creative Director, Visual: Chris Williams; Technical Director: Anthony Galvin; Technology Project Lead: David Hamilton; Senior Producer: Steve Errey; Group Account Directors: Clare Connerton/Nick Fisher; Group Planning Director: Kaihaan Jamshidi
Digital / Specialism Use of Social Media Finalist R/GA London London Beats by Dr. Dre "Beats by Dr. Dre #showyourcolor" R/GA New York UNITED STATES Beats by Dr. Dre R/GA London VP/Executive Creative Director: James Temple/George Prest; Associate Creative Director/Copy: Sanam Petri; Design Director: Peter Jupp; Production Manager - DS: Elisabetta Viggiani; Desktop Support Technician - Systems: Carlos Saldanas; Senior Designer: Sander Kuypers; Technical Director: Phil Hawksworth; Technology Lead: Niall McCormack; Senior Software Engineer and Solutions Architect: Anthony Baker; Software Engineer: Danny Lee; Executive Producer: Jon Spruce; Team Lead Desktop Support - Systems: Michael Burt; Senior Retail Producer: Ben Brown; Producers: Anna Jansson/Mikey Bramich; Creative Director - Head of Visual Design: Lucio Rufo; Associate Creative Director/Visual Design: Peter McClelland; Associate Desktop Support Technician - Systems: Gideon Darko-Asare
Digital / Specialism Use of Social Media Finalist The Monkeys Sydney Oak "Reverse Robberies" The Monkeys Sydney AUSTRALIA Parmalat Gini Sinclair The Monkeys Sydney Justin Drape Micah Walker/Scott Nowell Benn Sutton/Alex Derwin Matt Heck Jade Wannell Ben Cooper Adam Robertson Kynan Hughes Han Lee Brent Tunney Song Zu Sydney Fans of Oak flavoured milk were complaining that they couldn’t find Oak in their local convenience store. Oak wanted to fix this, but they needed to know which neighbourhoods needed Oak the most. So we created Reverse Robberies. What’s a reverse robbery? It’s when guys wearing masks storm a convenience store not to rob it but to stock it with Oak. The first Reverse Robbery appeared on YouTube and invited fans to use Facebook to request a Reverse Robbery in their neighbourhood. There were 3000+ requests for Reverse Robberies. The campaign led to Oak launching in Queensland. Mission accomplished.
Digital / Specialism Viral 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 Dumb Ways to Die - The campaign integrated Youtube, iTunes, Soundcloud, Tumblr, a website, game, digital PR, Twitter and Facebook to create the most viral PSA of all time and over 10 million pledges to be safe around trains. Importantly, the campaign reduced accidents on the Metro network by over 20% in the first three months. Advertiser's Supervisor: Chloe Alsop; Planner: Adrian Mills; Typographer: Pat Baron; Director: Julian Frost; Developer: Sam Baird
Digital / Specialism Viral 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 Juscelino Vieira Gil Zamora Ed David A52 Paranoid John X Carey Philip Owens/Keith Kenniff Company 3 Rock Paper Scissor Paul Kumpata Lime Studio Sam Casas 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
Digital / Specialism Viral Finalist 360i New York Oreo "The Oreo Blackout Tweet" 360i New York UNITED STATES Mondelēz International - Oreo Adam Kerj Michael Nuzzo Adam Gloo Nick Bayne/Nick Panayotopoulos Roberto Salas Layne Harris The Super Bowl is the most watched television spectacle in the United States. This year, a power failure interrupted the big game, sending 100 million+ viewers racing to social media to discuss what had happened. Within minutes, Oreo tweeted a carefully crafted response. The brand’s audience was immediately engaged: the image was shared on Twitter and Facebook more than 15,000 times in the first hour alone. In total, this tiny tweet received weeks worth of press and more than 525 million earned impressions (5X greater than the number of people tuning in to the game). All for zero media dollars. Group Account Director: Sandra Ciconte; Account Director: Celeste Pulman; Digital Agency: 360i, New York; Senior Strategist: Maggie Walsh; Content Manager: Lexie Perez; Associate Community Manager: Sebastian Saldarriaga
Digital / Specialism Viral Finalist 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/Karl Westman Alicia Zuluaga/Julie Teicher 1stAveMachine Brooklyn 1stAveMachine Brooklyn 1stAveMachine Brooklyn Punga Hooligan New York Heard City New York 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
Digital / Specialism Visual Design 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 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; Typographer: Pat Baron; Director: Julian Frost
Digital / Specialism Visual Design Silver Winner AKQA Washington, DC World Wildlife Fund "WWF Together" AKQA Washington UNITED STATES World Wildlife Fund AKQA Washington, DC Brendan DiBona Michael Powell Jon Lee Erin Chandler Morten Koldby Scott Cullum Andy Haynes/Yi-An Chien COPILOT Strategic Music + Sound New York Objective Help supporters get closer to the mission and work of World Wildlife Fund. Idea WWF Together features interactive species stories that leverage the unique features of the iPad, presenting the lives and stories of the world’s most amazing animals in a way supporters have never seen before. Impact 700K+ downloads in 100+ countries, with consumers having spent an equivalent of 20+ years of time within the app. Winner of the 2013 Apple Design Award, named Best of Show at the DC ADDY Awards and Creativity International Awards. Featured in Apple’s “10 Apps That Wow” and “Great Free Apps” lists. Management Supervisor: Sarah Cheffy; Creative Lead: Elizabeth Bieber; Creative: Jefferson Liu
Digital / Specialism Visual Design Silver Winner North Kingdom Stockholm Disney Fantasyland "Finding Fantasyland" North Kingdom Stockholm SWEDEN Disney Parks & Resorts Roger Stighäll Marcus Ivarsson Mia Wallmark Robert Lindström Felix Hill Daniel Isaksson Mirada DinahMoe Stockholm Uxd Director: Alfredo Aponte
Digital / Specialism Visual Design Bronze Winner serviceplan Munich Auchan "The Selfscan Report" serviceplan group gmbh & co. kg Munich GERMANY Auchan S.p.A. Roberta De Natale Alessandro Langiu/Yvonne Hopf serviceplan Munich Alexander Schill Christoph Everke/Alexander Nagel Giuliana Guizzi/Salvatore Giuliana/Matthaeus Frost/Katharina Keith Dimitrios Arampatzioglou/Sebastian Sonnewend Benjamin Kohl (Neverest) For our client Auchan, one of the biggest hypermarket chains in Europe, sustainability is a vital part of their business strategy. We were briefed to create a sustainability report to demonstrate their committment. We used the integral part of Auchans daily business as the medium by creating a sustainability report which fits on a single receipt. By scanning the barcodes with our scan-app the content immediately appeared on the smartphone and could easily be read. Production Company: Stefanie Krebs/Rafael Wawersig - plan.net solutions; Innovation Directors: Friedrich von Zitzewitz/Till Diestel; Creative Producer: Katy Pergelt
Digital / Specialism Visual Design Finalist Draftfcb New York New York OREO "OREO Daily Twist" Draftfcb New York UNITED STATES Mondelez International Danielle Brown Susan Polachek Draftfcb New York New York Jill Applebaum Megan Sheehan Noel Potts Jackie Anzaldi/Jared Isle/Mike Lubrano Anthony Nelson
Digital / Product/Service - Single Web Services Bronze Winner R/GA London London Getty Images "The Feed by Getty Images" R/GA New York UNITED STATES Getty Images Getty Images asked us to help them stand out in the intensively competitive editorial photography market. Rather than write a broadcast campaign, we created a utility that solved a problem for these organizations and the people who work for them. The Feed from Getty Images automates the population of Getty Images’ clients’ news feeds in social. It does the job of a social content manager, listens to chat online and surfaces images immediately that are most relevant. The Feed was launched exclusively in Wired and Tech Crunch and was quickly hailed as a genuine social innovation. Group Account Directors: Clare Connerton/Nick Fisher; Group Planning Director: Kaihaan Jamshidi; VP, Executive Creative Directors: James Temple/George Prest; Creative Director, Visual: Chris Williams; Senior Experience Designer: Dylan Connerton; Technical Director: Anthony Galvin; Technology Project Lead: David Hamilton; Senior Producer: Steve Errey
Digital / Product/Service - Single Weird Wonderful Website Bronze Winner Åkestam Holst Stockholm Pause Home Entertainment "CataCombo Sound System" Åkestam Holst Stockholm SWEDEN Pause Home Entertainment Henrik Adenskog Åkestam Holst Stockholm Andreas Ullenius Joakim Labraaten Lars Holthe Anna Nolendorfs Oscar Gardö Nisse Axman 'Goodmorning' & 'Kodapan' Alex Picha Andreas Dagman To demonstrate Pause's belief that anything is possible when it comes to custom sound systems, we put the whole campaign budget on developing a product for Pause CEO, Fredrik Hjelmquist, and his after-life. That said it all. Digital PR: Kollektivet Livet
Digital / Specialism Weird Wonderful Work Gold Winner Anomaly Toronto Budweiser "Budweiser Red Lights" Anomaly Toronto CANADA Flash Labatt Breweries of Canada Jorn Socquet/Kyle Norrington/JR Edwards/Alexis Smith//Briar Wells Brent Rivard/Dion Aralihalli/Keltie White/Allison Cornford/Vanessa Cote Anomaly Toronto Mike Byrne Pete Breton/Dave Douglass Mike Warzin/Taylor Twist Mike Warzin/Taylor Twist Jen Mete Rachel Steed Omar Morson/Marie Rupolo Peter Deming Ransom Profit Toronto Heung Le/Brian Ayzenman Steven Hudak Jonathan Armstrong Shipping + Handling, Los Angeles/CO3 NY, New York/Alter Ego Toronto Spot Welders, Los Angeles/School/Rooster Toronto Robert Duffy/Patrick Murphree/Aaron Dark/Christina Humphries Sonic Kore, Toronto/Noise Digital Los Angeles Kim Christensen/Keith Ohman Hockey is the biggest volume-driving occasion for beer in Canada. Rather than just advertise around hockey, Budweiser set out to provide a meaningful connection for fans to their favourite pastime – by developing a product that would elevate the greatest moment in hockey: the goal. Introducing Budweiser Red Lights - authentic, wi-fi enabled, game-synched hockey goal lights that go off every time a fan’s favourite city scores. The first installment of lights sold out on day one and there are over 54 million earned media impressions to date. Production House: OPC FamilyStyle/Biscuit Filmworks; Director: Andreas Nilsson; Production House Producers: Donovan Boden/Harland Weiss/Dennis Beier; Post Production Producers: Patrick McElroy/Sarah Brooks/Melissa Kahn; Audio Mix: Lime Studios; Product Development & Manufacturing: Buzz Products; Voice Casting & Direction: GGRP
Digital / Specialism Weird Wonderful Work Bronze Winner Åkestam Holst Stockholm Pause Home Entertainment "CataCombo Sound System" Åkestam Holst Stockholm SWEDEN Pause Home Entertainment Henrik Adenskog Åkestam Holst Stockholm Andreas Ullenius Joakim Labraaten Lars Holthe Anna Nolendorfs Oscar Gardö Nisse Axman 'Goodmorning' & 'Kodapan' Alex Picha Andreas Dagman To demonstrate Pause's belief that anything is possible when it comes to custom sound systems, we put the whole campaign budget on developing a product for Pause CEO, Fredrik Hjelmquist, and his after-life. That said it all. Digital PR: Kollektivet Livet
Digital / Specialism Weird Wonderful Work 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 Dave Flanagan David Halter/Ryan O'Connell John Knuttson Airi Nakayama 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; Digital Creative Director: James Theophane; Associate Producer: Crystal Rata; Developer: Joshua Brown; Robotics Engineer: Ben Cai