London International Awards London International Awards 2019-12-10T11:26:10Z 2019-12-10T11:26:10Z 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 Corporate Name of Client Client Account Director(s) Agency Account Director(s) Agency Advertising Agency City Global Chief Creative Officer(s) Chief Creative Officer(s) Group Creative Director(s) Executive Creative Director(s) Creative Director(s) Associate Creative Director(s) Copywriter(s) Art Director(s) Director(s) of Integrated Production Executive Agency Producer(s) Agency Producer(s) Agency Music Producer(s) Creative Technologist Social Media Strategist Programmer(s) Production Manager(s) Design Company Design Company City Design Director(s) Designer(s) Graphic Designer(s) Photography Studio Photography Studio City Photographer(s) Illustration Company Illustration Company City Illustrator(s) Production Company Production Company City Director(s) Senior Executive Producer(s) Executive Producer(s) Producer(s) Director(s) of Photography Cinematographer(s) Digital Production Company Digital Production Company City Digital Director(s) Senior Integrated Producer(s) Interactive Producer(s) Technical Creative Director(s) Technical Developer(s) Technical Director(s) Flash Developer(s) Flash Designer(s) Line Producer(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 Audio Engineer(s) Music Production Company Music Production Company City Music Producer(s) Music Arranger(s) Music Composer(s) Music Lyricist(s) Music Performed By Description of the project Additional Credit
Integration   Grand LIA Winner McCann Melbourne Melbourne Metro Trains "Dumb Ways to Die" McCann Melbourne AUSTRALIA Metro Trains Alec Hussian Adrian Mills McCann Melbourne Melbourne John Mescall Pat Baron John Mescall Pat Baron Mark Bradley/Cinnamon Darval Julian Frost Julian Frost Julian Frost Ollie McGill Ollie McGill Tangerine Kitty 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; Developer: Sam Baird
Integration Integration 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 Julian Frost Ollie McGill Ollie McGill Tangerine Kitty 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; Developer: Sam Baird
Integration Integration 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 Ed David Gil Zamora Paranoid, A52, Los Angeles/Company 3, Los Angeles/Scissor Los Angeles John X Carey Philip Owens/Keith Kenniff Jamie Miller/Claude Letessier Stan Sawick Company 3 Los Angeles Paul Kumpata Lime Studio Sam Casas Head Of Client Service: Valeria Barone/Erica Hoholick; Planner: Mollie Hill; Media: Daniella Gallo/Betânia Aragão; UXD Director: Pablo Moura/Fred Celestino; Head of Digital: Daniel Tartaro
Integration Integration Gold 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 Juscelino Vieira Ramon Muniz Homem de Lata Ale Braga Krystn Wagenberg Deko Schimidt Casey Cayko Marcela Borseau Daniel Tartaro/Tatiana Michelan Tulio Inoue/Thiago Bancaro/Guilherme Todorov Lost Planet Krystn Wagenberg / Jacks Genega Sonido/Adelphoi Music Lucas Duque/Bernardo Massot/Geraldo Cortes/Greg Moore/Jamie Masters Sonido, Adelphoi Greg Moore Bernardo Massot, Geraldo Cortes, Jamie Masters Head Of Client Service: Valeria Barone; Account Supervisor: Mauro Frota/Amanda Madeiros/Tomaz Praça; Planner: Bruno Cunha/Camila Coelho; UXD: Rodrigo Lima/Pablo Moura
Integration Integration Silver Winner DDB Canada/Toronto Toronto Toronto Jewish Film Festival "Film. It's what Jews do best." DDB Canada Toronto CANADA Toronto Jewish Film Festival DDB Canada Toronto Denise Rossetto/Todd Mackie David Ross/David Horovitch/Paul Wallace David Ross/David Horovitch Jake Bundock/Paul Wallace Caroline Clarke/Andrew Schulze Suneeva David McNally Geoff Cornish/Michelle Rich Kristina Anzlinger Johnny Cliff Gar Liu/Brendyn Zachary Joe Dee Posterboy Raj Ramnauth Keen Music Senior Account Executive: Leigh Farlow; SVP, Managing Director: Melanie Johnston; Designers: Jake Bundock/Devon Williamson; Online Company: AXYZ; Online Analyst: Kevin McHugh; Online Producer: Karen Huybers; Online Artist: Brodie McNiell; Digital Production Managers: Chris Webden/Cathy Kim; Information Architects: Dale McRae/Daniel Wiseman; Strategy: Parker Mason/Sandra Moretti; Senior Cultivator: Melissa Smich; Social Media Director: Ed Lee; Social Media Intern: Jordan Harrell; Colour: Alter Ego; Colourist: Tricia Hagoriles; Casting Agency: Mann Casting
Integration Integration Silver Winner DDB New York New York Water is Life "Hashtag Killer" DDB New York New York UNITED STATES Water is Life DDB New York New York Matt Eastwood Menno Kluin Frank Cartagena Sam Shepherd Ed Zazzera Lindsey Hutter Alec Helm/JT Elbracht Alec Helm Alec Helm/Melanie Meditz "Hashtag Killer", a project by WATERisLIFE, set out to eradicate the ironic #FirstWorldProblems meme, in which people tweet about such life burdens as non-heated leather seats or forgetting their maid's last name - and, in the process, raise awareness about serious developing world issues. For the commercial, we gathered various "first world problem" tweets and then approached people in Haiti to recite them. Perhaps even more effective was the series of personalized response videos, in which various Haitians consoled those who had used the hashtag. Motion Graphics: Gina Lin; Motion Graphics: Zeynep Aydogmus; Head of Design: Juan Carlos Pagan; Retoucher: John Cason
Integration Integration Silver Winner JWT New York New York Macy's "Yes, Virginia The Musical" JWT New York New York UNITED STATES Macy's Joe Feczko/Betsy Spence/Audrey De Shong JWT New York New York Craig Love/Shayne Millington Justine Cotter Raihana Halim/Ben Chiang Robin Feldman Macy's Parade And Entertainment Group New York William Schermerhorn/Wesley Whatley Wesley Whatley William Schermerhorn Account Director: Angela Rebong Brown; Chief Creative Officer North America: Jeff Benjamin; Planning Director/User Experience/Digital Strategist: Jonathan Fletcher/Jon Fishel/Jinal Shah; Global Business Director: Claire Capeci; GVP/Media/EVP Digital Media/Multicultural Advertising: Tony Giannini/Jen Kasper; GVP Media Relations/VP National Media Relations/Director Media Relations: Robin Reibel/Holly Thomas/Julie Strider; GVP Marketing Strategy/Senior Marketing Manager: Serena Potter/Nicole Mason; Co-Chief Creative Officers New York: Matt Macdonald/Ryan Kutscher; Head Of Production: Sergio Lopez; Director Of Digital Production: Paul Sutton; Senior Broadcast Producer/Senior Line Producer: Andrea Curtin/Atalie Kessler; Executive Digital Producers: Margaret Mclaughlin/Vanessa Scanlan
Integration Integration Silver Winner Leo Burnett Tailor Made São Paulo Hemoba "My Blood is Red and Black" Leo Burnett Tailor Made São Paulo BRAZIL Hemoba / E.C.Vitória Adilson Baptista Jr./Leandro Hamiro dos Santos/Carlos Sérgio Falcão/Alexi Portela Pablo Artega/Junior Bottura/Anelene Putini Leo Burnett Tailor Made São Paulo Marcelo Reis Guilherme Jahara Marcelo Reis/Rodrigo Jatene Erick Mendonça/João Caetano Brasil Rodolfo Fernandes/Alexandre Pagano/Guilherme Jahara Celso Groba/Maria Fernanda Moura/Rafael Messias/Camila Aquino Vetor Zero/Brasileira Filmes Bia Flecha/Fernando Sanches Thiago Avelaneda/Jack La Noyé

 AudioBoutique
Integration Integration Silver Winner Saatchi & Saatchi Berlin Berlin Diakonie Frankfurt, Samusocial, Spravedlivaya Pomosch, Shelter, Sozialwerke Pfarrer Sieber "Days Of Hope" Saatchi & Saatchi Berlin Berlin GERMANY Diakonisches Werk für Frankfurt am Main des evangelischen Regionalverbandes Dagmar Keim-Hermann Michael Samak/Anke Schrot/Inken Dachsel/Theresa Helmich/Jonas Mueller Saatchi & Saatchi, Bucharest/Saatchi & Saatchi, Moscow/Saatchi & Saatchi, Belgrade/ Saatchi & Saatchi, Zurich/Saatchi & Saatchi,Warsaw John Pallant Oliver Kapusta Anne Petri/Johan H. Ohlson/Stuart Robinson/Veljko Golubovic Kathrin Schaller/Nikola Zmajevic/Felix Freese/Tanya Moseeva Christopher Jones/Fréderic Nogier/Anna Pushkareva Sarah Roth-Profenius/Michael M. Maschke Parasol Island Berlin Berlin Denis Guth Søren Haxholm Lukas Remie/Stephan Krause/Luca Danscher Hastings Berlin Berlin Jonathan Wulfes Challenge: In winter, emergency shelters are overcrowded across Europe. Lots of homeless people have to sleep outside and run the risk of freezing to death. During the cold season, we want to raise awareness with an advanced communication idea and invite people to donate. With these donations we should be able to assured the financing of emergency shelters, kitchens and a supply of clothes for our client Diakonie Frankfurt and their social partners all across Europe. Strategy: The homeless call attention to their critical situation themselves through a pan-European campaign by anchoring the weather forecast on TV instead of the usual presenters, reporting about the icy conditions. Solution: Across Europe the homeless anchor the weather forecast on TV, reporting about the icy conditions in their own region instead of the usual presenters. This is followed by an emotive message with an appeal for donations. Launch and Execution: Under the claim „DAYS OF HOPE“, we turn the standard “weather forecast” format for both TV and radio into a platform for homeless people for a duration of 8 weeks. Instead of presenters the homeless anchor the weather forecast by displaying the icy conditions followed by an emotive message with an appeal for donations. The charity appeal links to a website for each of the respective charities organizations, where people can make an easy one-click donation. In addition online report from individual homeless people allow an authentic insight into life out on the streets. The website offers background information and shows a personal profile for each homeless person. Additionally online banners link to the website. The integrated campaign is implemented across Europe in Germany, Poland, Switzerland, Russia, Romania and Serbia and other countries through national TV stations. And through social media its influence is felt across the globe. Within our agency-network, we spread the idea all over Europe. Results: “DAYS OF HOPE” has raised much greater awareness for the hardships faced by the homeless particularly during winter. The integrated campaign strengthened the image and created significant visibility for all participating charity organizations across Europe – far exceeding any coverage achieved before and achieved truly global coverage, appearing in traditional and social media in over 60 countries. Influential tweeters like Pete Cashmore (with over 3.2 million followers) or The Huffington Post (with over 2.7 million followers) created buzz online. 350 million media impressions in total, generating an equivalent media value of 7 million Euros. Up to 2 million viewers per day watched the live weather broadcasts. Total viewing numbers across the whole Europe were as follows: - Germany 6.5 million viewers - Russia over 4 million viewers - Romania over 5.2 million viewers - Switzerland 160.800 viewers - Serbia 750.000 viewers in the first 3 days - Poland 230.000 viewers Clients: Eva Stuttgart/Stadtmission Hamburg/Asphalt Hannover/Stadtmission Rostock/Polski Czerwony Krzyż; Account Management: Ivana Minovic/Zorica Marjanovic/Pascal Schaub/Stephanie Weber/Sonia Ducu/Konrad Kalinowski/Sonja Milovic; Media/Production: Dmitry Panteleenk/Ana Mijajlovic/Ivan Zornic/Nemanja Stojanovic; Communication: Antonia Tucheac/Camelia Balinca; PR / Marketing: Isobel Kerr-Newell/Zoe Kent; Public Relations: Larisa Petrini/Ramona Dumitru/Kristina Vorobyova/Yana Brekotkina; Creative Department: Laura Iane/Marius Tianu/Catalin Rulea/Dragana Petkovic; International Co-ordination: Heidi Tzavella
Integration Integration Bronze Winner Cheil Worldwide Seoul Samsung Life Insurance "Bridge of Life" Cheil Worldwide Seoul KOREA Samsung Life Insurance Jungho Park Cheil Worldwide Seoul Jeongkeun Yoo Joohoon Lee Youngjun Kim/Yukyung Joo/Yongkyu Choi/Jieun Park Hyungkyun Oh/Jaeyeon Kim/Minjoo Kim/Jiyeon Choi/Jinwoo Ryu/Chaehoon Lee Choi ji-won/Song dong-ik Giringreem Film Seoul Lee jae-chul Dukwon Jang Youchan Shin Chang-hwa Yeo
Integration Integration Bronze Winner Havas Worldwide Australia Sydney Virgin Mobile "Fair Go Bro" Havas Worldwide Australia North Sydney AUSTRALIA Virgin Mobile Australia David Scribne/ Nicole Bardsley/Tracy Hall/Ashley Killeen Scott McIntyre/Ross Jauncey/Josh Sandford Havas Worldwide Australia Sydney Steve Coll/Kat Thomas Jack Nunn /Lucas Jatoba/Ben Pearce Jack Nunn /Lucas Jatoba/Ben Pearce Darren Cole/Jon Wilson Janyon Boshoff Revolver Sydney Alex Kember The Editors Sydney Bernard Garry One Green Bean Account Director: Matt Holmes; Creative Agency: One Green Bean, Sydney; Interactive Art Director: Will Brown/Stan Cheung; Head of TV: Monique Pardavi; Print Producer: Warrick Nicholson; DOP: Igor Jadue-Lilo
Integration Integration Bronze Winner McCann Worldgroup Italia Milan Fiorucci - Cold cuts "The Profiteers" McCann Worldgroup Italy s.r.l. Milan ITALY Cesare Fiorucci S.p.A. Athos Maestri/Eric Villain Roberta Cutuli/Moony Cusano McCann Worldgroup Italia Milan Alex Brunori Gaetano Del Pizzo Francesca Pagliarini/Jan Mattassi/Fabio Cimino/Fabio Bartolomei Gaetano Del Pizzo/Riccardo Daverio/Carlo Costa/Fabio Cimino/Cristiana Guidi Fabio Cimino Fulvio Stisi Pasquale Ascione Sara Deste Accurat Milano Giorgia Lupi Marco Bernardi/Federica Fragapane/Francesco Majno/Simone Quadri Mercurio Cinematografica Milan Nico Perez Veiga Francesco Pistorio Alessandro Cavriani Paco Femenia Paco Femenia You Are Milan Damaso Queirazza Suoni Roma Claudio Bresciani Suoni Rome Riccardo Cimino BRIEF: Market relaunch of Fiorucci, a cold-cuts brand, with a high-impact campaign relevant to the Italians. INSIGHT: Italy is one of the most corrupt countries in Europe. And corrupt politicians in Italy are said to “eat pork”, because cold-cuts were used in the past as bribes. That’s why Fiorucci decided to run a campaign to expose the issue of corruption. IDEA: We organized guerrilla, stunts, radio teaser activities the week before the election aimed at drawing attention to the corruption issue and to maximize the effect of the TV commercial that was going to be aired on election day. The film immediately spread online reaching 2.4 million views in just few days, thus becoming the most viewed Italian commercial on you tube ever. The film was supported by a Facebook page entitled “Power and cold-cuts” that became the largerst italian online political debate. Then we produced a unique tool for the journalist: the first scientific map of the history of corruption in Italy in a slice of ham. RESULTS: Fiorucci obtained PR coverage worth 1.2 million euros, which translates into ROI of 3,700% and we reached a vast part of the Italian population (both online and offline), making this campaign one of the most talked about ever. Planner: Federico Lodolini; Head of Strategy - COO: Gianluca Ruggiero; Social Media Manager: Francesca Melodia; Social Community Manager: Daria D'Angelo; Special Events Manager: Chiara Gironi
Integration Integration Bronze Winner OgilvyOne London Chocolate Drops "Measure Of Pleasure" OgilvyOne London UNITED KINGDOM Beyond Dark OgilvyOne London Emma de la Fosse/Charlie Wilson James Nester/Graham Jenks James Nester Graham Jenks Aim: Newcomer brand Beyond Dark wanted a bigger bite of the UK’s dark chocolate market. So they set out to make their little drops famous for ‘pleasure’. How could they do this in a credible and newsworthy way? Creative: Beyond Dark has created the first ever pleasure scale. This allows them to measure their chocolate versus other lovely moments in life – and of course rival brands. They did it by holding a study with neuroscientists. 100 participants were fitted up with the latest ‘EEG’ brainwave-reading headsets, set up to analyse pleasure for the first time. They then took a series of pleasurable tests. The documentary and news were released on ‘Blue Monday’, the nation’s most depressing day. The findings then became the advertising, from outdoor to the pack itself. For once, a brand’s emotional claims had been proven. Results: An immediate sales uplift of 50%. All the coverage, 7000 new Twitter followers, and over 2000 inbound links propelled Beyond Dark from page 22 to the top of UK search rankings for ‘dark chocolate’. This persuaded several retailers to stock Beyond Dark while Sainsbury’s, one of the UK’s biggest supermarkets, doubled distribution. After two months, sales were up 327% – an uplift that continues to climb.
Integration Integration Finalist DDB Group New Zealand Auckland YWCA Auckland "Demand Equal Pay" DDB Group New Zealand Auckland NEW ZEALAND YWCA Auckland Jenny Travers/Bob Glancy/Sean Brown/Rebecca Rassie DDB Group New Zealand Auckland Andy Fackrell Aaron Goldring, Steve Kane Jonathan McMahon/Simone Louis/Lisa Fedyzyn/Toby Morris/Matt Webster/Ben Barnes Jonathan McMahon/Simone Louis/Lisa Fedyzyn/Toby Morris/Matt Webster/Ben Barnes Judy Thompson Jane Mill Paul Pritchard Sam Schrey Print Producer: Andy Robilliard; Print Designer: Amanda Summersby; Developer: Robbie Boyd; Developer: Jarrad Edwards
Integration Integration Finalist Leo Burnett Sydney Bundaberg Rum "Road to Recovery" Leo Burnett Sydney AUSTRALIA Diageo Australia Matt Bruhn Peter Bosilkovski/Sam McGown/Holly Matchett Leo Burnett Sydney Andy DiLallo Grant McAloon/Vince Lagana Michael Dawson/Mark Schoeller Ben Alden/Chris Moreira Jeremy Devillirs/Adrian Jung/Ronnie Regis/Rita Gagliardi/Zoe Paulsen Bryan Wilmot Jason Young/Rob Robles Ed Copestick Two years ago the state of Queensland was engulfed by a catastrophic flood, covering an area the size of France. On January 26 this year, it was hit by another. This one punished a much smaller area, but it was even more ferocious. For the town of Bundaberg, it was the worst in history. The plight of Bundaberg led news bulletins around the country, but before long, the media, and a flood fatigued nation, moved on and the plight of the small town was forgotten. As Bundy’s most famous resident, our task was twofold: (1) Lure people back to Bundy to boost a decimated local economy; (2) Fight ‘flood fatigue’ by bringing Bundaberg back into the spotlight, ensuring the bravery of this proud community is never forgotten. We embarked on an ambitious campaign to create Bundaberg’s biggest ever tourism event just 6 weeks after the deluge. The centrepiece of the campaign was relaunch of our rum. Called ‘Road to Recovery’, the bottles were emblazoned with the names of Bundy’s flood-affected streets. All 171 of them. All proceeds from the rum would be donated to flood victims. News of this unique release spread throughout our large community of Bundy loyalists. Over 6000 of them made the pilgrimage, creating Bundaberg’s biggest ever tourism event. It injected $2 million into the local economy, raised $1 million for charity, and generated an estimated $1 million in media coverage, with a total media spend of $0 Most importantly, the campaign ensured that the bravery of this proud community would never be forgotten.
Integration Integration Finalist McCann Melbourne Melbourne Victorian Responsible Gambling Foundation "100 Day Challenge" McCann Melbourne AUSTRALIA Victorian Responsible Gambling Foundation Megan Jones Adrian Mills McCann Melbourne Melbourne John Mescall Pat Baron Natasha Wood Matt Stoddart Jillian Howe Ash Pegram Airbag Productions Melbourne Aaron Wilson Mark Bradley Suvi Thammasarn Australia has a gambling problem. Problem gambling ruins thousands of lives every year, with the social cost to the greater community estimated around $4.7 billion. As both advertising and technology have made access to gambling increasingly easier, access to treatment is anything but. Unfortunately access to treatment isn’t only difficult to find but often isn’t sought after from those that need it most. In fact, in Victoria, until this campaign launched, less than 10% of problem gamblers sought help. We knew that the best way of reaching people was to actually offer them help, so we didn’t just create an advertising campaign. We created a new form of problem gambling treatment - Social Media Rehab. Working with the Foundation and psychologists, we created an online treatment program – The 100 Day Challenge. We built our own social network treatment website where gamblers could set their personal goals, check in, recruit supporters, and record their experiences on a private online video diary. Registered users also received support from the broader community that grew around the challenge with regular encouragement. We monitored their progress daily. If they were feeling low, a supporter was prompted to make contact. If they needed help immediately, they would receive a direct phone call from our helpline. To promote the 100 day challenge, we put four real problem gamblers through the program. Every day they created a video diary tracking their thoughts and feeling and this became content for television, radio, online and outdoor. We also created press advertising across the major publications where gambling advertising was prevalent and posters in venues that had gambling facilities to ensure we reached as many problem gamblers as possible. An astonishing success, in the first 100 days of the campaign, • 16% of Victoria’s problem gamblers are currently registered in the program. • 56% of problem gamblers became aware of the program. • 25% of problem gamblers shared the program socially. • PR coverage hit many millions of impressions with coverage in over 50 media outlets across the country. Gratifyingly, our four brave ambassadors came out of the program in great shape with three managing to complete the 100 days and the other, taking huge steps forward. Account Executive: Will Hollosy; Planning Director: Karl Bates; Planner: Alex Concannon; Digital Producer: Pauline McMillan; Senior Designer: Scott Hall
Integration Integration 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, Tunis/ OgilvyAction Tunisia Tunis Nicolas Courant Mehdi Lamloum/Sascha Kuntze David Zellerford/Bedis Benamor Ali Abdennadher/Zied Ben Zlaoui Gerald Heraud/Leo Ehrlich/Alexandre Chaulet/Niv Banhiamad/Yosri Mimouna Propaganda Tunis Xavier Mairesse Imed Marzouk/Doug Scott Atelier 216 Mehdi Larguech/Med Habib Mesbah Aref Ben Saad/Issam Babchi/ Bilel Saoudi - Atelier 216 Ali Bhiri Mustapha Boussabat This is how a Football Club integrated TV and Mobile to turn its fans back into powerful support: 2 years after the Arab Spring, tension amongst the Tunisian remained. For security reasons, the Government decided that all professional Football League games had to be played without any audience in stadiums. Forcing teams and their fans into a frustrating long distance relationship. At the end of a football season with average results, Historical Tunis team C.S Hammam-Lif faced a critical situation. Ties with their fans had eroded. And the most important game of the year approached: the deciding moment whether C.S Hammam-Lif stayed in the league or not. The team really needed its fans back. Idea: We created the 12th Man App and brought back fans into the stadium. The 12th Man is a downloadable mobile application that connects every fan to 40 speakers placed inside the stadium. The app enables them to support their team while watching the game live on TV. A simple tap on sound icons is instantly turned into powerful support: cheering, clapping, drumming, singing... The more people press, the louder the sound in the stadium. The 12th man app turned phones, which were only used to talk about games, into a tool to influence the result of the game. By integrating the two most popular screens (mobile and TV) during a live event and linking fans to stadiums, we empowered them again. Vice versa, the app gave C.S Hammam-Lif the support it needed to win the crucial game and positioned the club as one that truly cares about its fans, keeping them involved in the game against all odds. Results: The 12th man app made Headline news. Energized by the support of their fans, C.S Hammam-Lif won by 1-0, securing their place in the league. In a stadium with the capacity of 12.000, the app brought together 93.100 fans, with 1.2 million others watching the game. If you're a football fan, you can probably agree: the 12th man app saved the meaning of life.
Integration Integration Finalist Ogilvy New York New York Logistics "Team Performance Index" Ogilvy New York New York UNITED STATES UPS Doug Gibeaut Stephen Greifer/Shawn Munroe/Ali Briceland Ogilvy & Mather New York Alfonso Marian Eric Wegerbauer Nancy Hughes Winne Tsang/Mitch Eisenman Hoyt Dwyer Sam Berliner Jennifer Picarelli PYTKA Los Angeles Most sports sponsorships slap a logo on a stadium, or sports' jersey or giveaway, and call it a day. we wanted to go further than that, so with the UPS Team Performance Index, we changed how fans watch the game. For the UPS sponsorship of the NCAA or National Collegiate Athletic Association (college sports), we created the Team Performance Index, a team ranking tool that appeared in broadcast, print, rich media, as a Facebook app, on UPS.com and on partnership sports sites. Our audience was drawn into this ranking system when it appeared in broadcast, comparing competing teams during game broadcasts. Our audience also discovered it through sports writers in media. Fans used it in a trivia game to test their knowledge of their favorite teams and later as a tool to create their sports brackets. Fans could also see it in game analysis recap videos, to get insights into what makes a team a winner. Our challenge was to build awareness for UPS amongst key decision makers who also happened to be sports fans. With this sponsorship, we wanted to show how logistics can help teams and businesses win. To do so, we went beyond slapping a logo on sports stadiums and instead created a tool: a team ranking system called The Team Performance Index. The Index measured NCAA teams' win/loss, offense, defense, miscues and and other performance related indices. Because it was a legitimate sports tool instead of just a sponsorship plug, it became part of the content of every NCAA sports game. It was introduced and discussed by sports announcers in game broadcasts, discussed in sportswriters' copy, dissected by sports analysts and used by fans and sportswriters to track their favorite teams on partnership site Sporting News. Fans used it to follow their favorite teams and to build their March Madness brackets, and shared it in social media. It appeared in broadcast, print, online rich media, a Facebook app, on university sites, and sports sites. It also appeared in game analysis recap videos providing sports writers and fans with insights into what makes teams win and lose. Ux Designer: Jaclyn Perrone