London International Awards London International Awards 2019-11-23T02:52:23Z 2019-11-23T02:52:23Z 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 Media Used 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) Graphic Designer(s) Art Buyer(s) Photography Studio Photography Studio City Photographer(s) Illustration Company Illustration Company City Illustrator(s) Typographer(s) Description of the project Additional Credit
Print / Craft - Single Art Direction Bronze Winner Y&R Dubai Dubai Harvey Nichols Dubai "Maximum Impact" Y&R Dubai Dubai UNITED ARAB EMIRATES Newspaper Harvey Nichols Dubai David Lewis Zaakesh Mulla/Nazek Fawaz Y&R Dubai Dubai Shahir Zag Shahir Zag/Kalpesh Patankar Shahir Zag Kalpesh Patankar Illusion Bangkok Surachai Puthikulangkura/Kitidej Rattanasuvansri Illusion Bangkok Surachai Puthikulangkura/Supachai U-Rairat Agency Producer: Amin Soltani; Illusion Producers: Somsak Pairew/Anotai Panmongkol
Print / Craft - Single Art Direction Finalist BBDO Proximity Singapore Singapore Guinness "Made Of More – Rockstar" BBDO Proximity Singapore Pte Ltd Singapore SINGAPORE Newspaper Asia Pacific Breweries Singapore / DIAGEO Graham Villiers-Tuthill, Bruce Dallas Joe Braithwaite BBDO Proximity Singapore Singapore Ronald Ng Primus Nair Scott Walker Primus Nair/Douglas Goh Primus Nair Douglas Goh/Jeroel Leyble Jowie Luo Egg Productions Singapore Cedric Lim Jeroel Leyble The idea needed to communicate the how a lot of effort goes into the success of a man who is 'made of more'. To this end, we visualised the struggle and the hard work in a pint of Guinness and the payoff was represented as the smooth creamy head.
Print / Craft - Single Art Direction Finalist DDB Tribal Vienna Vienna Breakfast at McDonald's "Easy Morning - Pullover" DDB Tribal Wien GmbH Vienna AUSTRIA Magazine McDonald's Austria DDB Tribal Wien Vienna Eric Schöffler Lukas Grossebner Werner Celand Daniela Stenzenberger/Lukas Grossebner Dietmar Kreil/Ulrike Kössler Martin Stöbich The Task. To develop a press ad for McDonald's "Easy Morning" breakfast. The Idea. Not everything in the morning is as easy as McDonald's easy morning. Even simple tasks like dressing can become difficult. The Execution. A pullover with incredibly long sleeves.
Print / Craft - Single Art Direction Finalist serviceplan Munich Innocence in Danger "The Daily Abuse" serviceplan group gmbh & co. kg Munich GERMANY Newspaper Innocence in Danger e.V. Anna Hacker/Florian Klietz serviceplan Munich Alexander Schill Maik Kaehler/Christoph Nann Marc Vosshall Angeliki Karnoupaki Iliés Terki Hassaine/Robin Lorentschat Christopher Hanebuth/Christoph Klasen Every day more then 240.000 children around the world are abused. That is enough to fill up a whole daily newspaper just with their names. Together with the organization Innocence in Danger, we brought an idea to life that talks to the public about it on Monday, the 19th of November – the International Day on Prevention of Child Abuse. A global newspaper to report what happens in the world every single day: the Daily Abuse. 48 pages of news showing nothing else but the names of 241.095 children who get physically and emotionally abused on a single day. In 174 articles it also reflects the complexity of child abuse. A giant collection of names to show a giant problem. The Daily Abuse was published in 9 languages in 23 of the worlds largest cities. With 720.000 copies this issue was recognized by more than a million readers and due to all their reactions and following discussions by more and more people all over the world. Agency Producer: Sven Simon; Creative Producer: Florian Panier
Print / Craft - Single Art Direction Finalist Taproot India Mumbai The Times of India "Farmer Suicide 1" TAPROOT INDIA Mumbai INDIA Newspaper THE TIMES OF INDIA Sandeep Singh Arora Priyank Mishra Taproot India Mumbai Santosh Padhi/Agnello Dias Santosh Padhi/Agnello Dias Santosh Padhi/Agnello Dias Pallavi Chakravarti/Santosh Padhi Santosh Padhi/Anant Nanvare Santosh Padhi/Anant Nanvare Amol Jadhav/Loknath Panigrahi Anant Nanvare
Print / Craft - Campaign Art Direction Campaign Silver Winner BBDO Germany Duesseldorf Westlotto / 6by49 - Six Lucky Numbers Campaign "Champagne", "Yacht"," Plastic Surgery"," Pony"," Golf" BBDO Germany GmbH Duesseldorf GERMANY Newspaper Westdeutsche Lotterie GmbH & Co. OHG Gregor Espenkott Thomas Schulte BBDO Proximity Duesseldorf Duesseldorf Wolfgang Schneider Christian Mommertz/Achim Metzdorf Gustavo Vieira/Peter Engelbrecht/Isabel Campagna Gustavo Vieira/Philipp Alings/Julian Dany/Kai-Christian Bade/Karolina Bukowiecka Eva à Wengen/Julia Lueckerath Lars David Neill + 7 additonal Stock-Photographers Six lucky numbers can not only change your life. It's already fun and playful to detect them! Creative Managing Directors: Christian Mommertz/Sebastian Hardieck
Print / Craft - Campaign Art Direction Campaign Silver Winner CHI & Partners London Campaign Big Awards "Age vs Awards Won 2012", "Distance Walked vs Awards Won 2012"," Size of Agency vs Awards Won 2012" CHI & Partners London UNITED KINGDOM Magazine Haymarket - Campaign Magazine Steven Lewis Ana Saffer CHI & Partners London Jonathan Burley Rob Webster Alexei Berwitz Emma Modler CHI & Partners London Dan Beckett/Paul Butt/Phil Bosher/Suzie Fasciani This series of ads promotes entry to the 2013 awards, and is targeted at ad agencies throughout Britain. It features a detailed statistical breakdown of last year’s winners, by age, size of agency, and distance from the stage at last year’s ceremony. The approach combined the beauty and intricacy of infographics, with topics that were intended to get the industry talking. From the relationship between size and creativity, to the average age of and distance from the stage at last year’s ceremony.
Print / Craft - Campaign Art Direction Campaign Silver Winner McCann Melbourne Melbourne Metro Trains "Bear", "Fire"," Helmet"," Moose"," Piranha"," Toast" McCann Melbourne AUSTRALIA Newspaper METRO TRAINS Alec Hussian Adrian Mills McCann Melbourne Melbourne John Mescall Pat Baron John Mescall Pat Baron Julian Frost Pat Baron Our task was to reduce preventable deaths and accidents in young Melbournians. But most of the behaviours that lead to rail related accidents were 100% avoidable – caused by people behaving irresponsibly or the result of moments of stupidity. Running on the tracks, driving around barriers because they couldn’t be bothered waiting, not paying attention to where they were walking. Simply dumb. But young people hate being told what to do. So the strategy was simple. Turn a message that young people need to hear, into a message they want to hear. We created a song, and launched it through the completed suite of paid, owned and earned channels. Radio. Youtube. TV. PR. Social Media. Press. Outdoor. We turned iTunes and Soundcloud into media vehicles. Additionally, we created an App and Children's book to extend engagement with the campaign. Ours was a four-part strategy: 1. TREAT THIS AS ENTERTAINMENT, NOT ADVERTISING As such, we launched the song like a music promoter would. To do this we used both traditional (Radio, TV, Cinema, Posters, Station Ambient) and social media (Sound Cloud, Tumblr and Instagram) to drive traffic. 2. AMPLIFY THROUGH THE POWER OF PR AND SOCIAL Extend the reach of the campaign through social media and traditional PR beyond the initial $300K campaign. 3. ASK FOR A COMMITMENT Invite our target group after watching the video to pledge their commitment to being safe around trains by visiting our campaign site or interact with our in station posters. 4. EXTEND ENGAGEMENT We released Dumb Ways to Die the game. It went to number 1 in the free app charts in 17 countries including the USA, UK, Germany, Australia, Canada & New Zealand. Our goals were straightforward. Our results phenomenal. 1. INCREASE PUBLIC AWARENESS AND ENGAGEMENT WITH RAIL SAFETY - More the 55 million views on YouTube - Charted on iTunes in 28 countries selling 100,000 copies - App downloads over 14 Million - 50% campaign recall amongst core target market - 34% of core target said they would be safer around trains because of the campaign. 2. GET 10,000 MELBOURNIANS TO COMMIT TO BE SAFE AROUND TRAINS In the first 4 months over 44,000 Melbournians pledged “not to do dumb things around trains”. Another million Australians have pledged to be safe through the mobile game. 3. REDUCE THE NUMBER OF NEAR MISSES AND ACCIDENTS AROUND TRAINS 20% reduction in rail accidents in the first 3 months. Advertiser's Supervisor: Chloe Alsop; Planner: Adrian Mills; Director: Julian Frost
Print / Craft - Campaign Art Direction Campaign Silver Winner McCann Worldgroup Mumbai Penguin Audiobooks "William Shakespeare", "Mark Twain"," Oscar Wilde" McCann Worldgroup India Mumbai INDIA Newspaper PENGUIN GROUP(INDIA) Hemali Sodhi Bhakti Malik McCann Worldgroup Mumbai Prasoon Joshi Ashish Chakravarty Talha Nazim/Rohit Devgun Talha Nazim/Rohit Devgun Talha Nazim/Rohit Devgun Lamanoestudio.cl Rohit Devgun Senior Visualiser: Nobin Dutta
Print / Craft - Campaign Art Direction Campaign Bronze Winner DDB Tribal Vienna Vienna Breakfast at McDonald's - Easy Morning Campaign "Pullover", "Tie"," Shoelace" DDB Tribal Wien GmbH Vienna AUSTRIA Magazine McDonald's Austria DDB Tribal Wien Vienna Eric Schöffler Lukas Grossebner Werner Celand Daniela Stenzenberger/Lukas Grossebner Dietmar Kreil/Ulrike Kössler Marian Grabmayer Martin Stöbich The Task. To develop a press campaign for McDonald's "Easy Morning" breakfast. The Idea. Not everything in the morning is as easy as McDonald's easy morning. Even simple tasks like dressing can become difficult. The Execution. A pullover with incredibly long sleeves and an even longer necktie.
Print / Craft - Campaign Art Direction Campaign Finalist BBDO Germany Duesseldorf Pepsi - Iconic Refreshment Campaign "Pepsi Icon 1", "Pepsi Icon 2"," Pepsi Icon 3" BBDO Germany GmbH Duesseldorf GERMANY Newspaper PepsiCo Robert Sadjak Dirk Bittermann/Carsten Bolk/Sebastian Koenen BBDO Proximity Duesseldorf Duesseldorf Wolfgang Schneider Christian Mommertz Markus Werner/Christian Mommertz Markus Werner/Christian Mommertz Eva à Wengen The Artbox Amsterdam Jurg Neve Pepsi is the number one softdrink if it comes to delivering refreshment and energy to all parts of your body. Iconic refreshment! Creative Managing Directors: Christian Mommertz/Sebastian Hardieck; Producer: Martijn Thijssen
Print / Craft - Campaign Art Direction Campaign Finalist BBDO Proximity Singapore Singapore Guinness - Made of More Campaign "Rockstar", "Hotel"," Pool" BBDO Proximity Singapore Pte Ltd Singapore SINGAPORE Magazine Asia Pacific Breweries Singapore / DIAGEO Graham Villiers-Tuthill/Bruce Dallas Joe Braithwaite BBDO Proximity Singapore Singapore Ronald Ng Primus Nair Scott Walker Primus Nair/Douglas Goh Primus Nair Douglas Goh/Jeroel Leyble Jowie Luo Egg Productions Singapore Cedric Lim Douglas Goh/Jeroel Leyble/Jennyson Rosero The idea needed to communicate the how a lot of effort goes into the success of a man who is 'made of more'. To this end, we visualised the struggle and the hard work in a pint of Guinness and the payoff was represented as the smooth creamy head.
Print / Craft - Campaign Art Direction Campaign Finalist Leo Burnett Tailor Made São Paulo FIAT "F", "N"," R"," L"," Z" Leo Burnett Tailor Made São Paulo BRAZIL Newspaper FIAT C. Belini/Lélio Ramos/João Ciaco/Malú Antonio/Sarah Albuquerque/Caroline Magalhães Pablo Arteaga/Cíntia Mourão/Daniela Ferreira/Guilherme Grigol/Eduardo Crepaldi Leo Burnett Tailor Made São Paulo Marcelo Reis Guilherme Jahara Marcelo Henriques/Paulo Henrique Gomes Tiago Valadão Stella Crippa/Mauro Moura Tiago Valadão
Print / Campaign Business-to-Business Campaign Bronze Winner OgilvyOne London Kern Precision Scales - White Papers Campaign "Potato", "Sock"," Ear Popping" OgilvyOne London UNITED KINGDOM Newspaper Kern & Sohn OgilvyOne London Charlie Wilson/Emma de la Fosse Malcolm Pryce/James Nester Graham Jenks Aim: Most scientists and teachers had already heard about Kern’s Gnome Experiment’. (Scientists had been measuring the fluctuations in Earth’s gravity by circulating a set of Kern precision scales and a garden gnome test-weight.) But the gnome’s epic world trip was coming to a close. There was an opportunity to build the brand further by celebrating some of the amazing stories that weren’t common knowledge. Creative: Kern ran ads in selected science supply journals. In the spirit of the experiment, each was written as a scientific ‘white paper’ by the gnome himself. He was as amazed as anyone at the incredible, iconic scientific institutions he had visited – Amundsen Scott Research Station at the South Pole, the world’s deepest laboratory and the Cern Hadron Collider. Results: Our stories have ran in just three German magazines so far and already they have already rekindled interest in the story, with almost 1000 new requests to weigh the gnome, over 7000 new visitors to gnomeexperiment.com and a 27% surge in visits to Kern-sohn.com But best of all, two distributors who saw the ads signed up with Kern, which will result in an estimated 5000% return on investment this year.
Print / Campaign Business-to-Business Campaign Finalist CHI & Partners London Campaign Big Awards "Age vs Awards Won 2012", "Distance Walked vs Awards Won 2012"," Size of Agency vs Awards Won 2012" CHI & Partners London UNITED KINGDOM Magazine Haymarket - Campaign Magazine Steven Lewis Ana Saffer CHI & Partners London Jonathan Burley Rob Webster Alexei Berwitz Emma Modler CHI & Partners London Dan Beckett/Paul Butt/Phil Bosher/Suzie Fasciani This series of ads promotes entry to the 2013 awards, and is targeted at ad agencies throughout Britain. It features a detailed statistical breakdown of last year’s winners, by age, size of agency, and distance from the stage at last year’s ceremony. The approach combined the beauty and intricacy of infographics, with topics that were intended to get the industry talking. From the relationship between size and creativity, to the average age of and distance from the stage at last year’s ceremony.
Print / Campaign Consumer Campaign Gold Winner Ogilvy Brasil Sao Paulo Dove "Florence", "Kela"," Melinda"," Jenise"," Lani" Ogilvy Brasil Sao Paulo BRAZIL Magazine Unilever Steve Miles/Fernando Machado/Kathleen Ryan/Stacie Bright/Debbie Weinstein Ricardo Honeger/Thiago Lima/Debora Lederman Ogilvy Brasil Sao Paulo Anselmo Ramos Roberto Fernandez/Paco Conde Hugo Veiga Diego Machado Veronica Beach/Renata Neumann Gil Zamora Head Of Client Service: Valeria Barone/Erica Hoholick; Planner: Mollie Hill; Media Director: Daniella Gallo/Betânia Aragão
Print / Campaign Consumer Campaign Silver Winner AlmapBBDO São Paulo Pedigree "Dog 1", "Dog 2"," Dog 3" AlmapBBDO Publicidade e Comunicações Ltda São Paulo BRAZIL Newspaper EFFEM Marina Sachs Fernanda Antonelli/Ricardo Taunay/Italo Vetorazzo AlmapBBDO São Paulo Marcello Serpa Luiz Sanches Marcos Medeiros/André Kassu/Bruno Prosperi/Renato Simões Ana Carolina Reis Marco Monteiro Teresa Setti/Paula Feijo Elene Usdin - Dog 1 and Dog 2
Print / Campaign Consumer Campaign Silver Winner Lowe and Partners Cape Town Cape Times "William", "Jackie"," Sailor"," Winston"," Desmond" Lowe and Partners Cape Town Cape Town SOUTH AFRICA Newspaper Independent Newspapers Michael Vale Michele Lardner Lowe and Partners Cape Town Kirk Gainsford Natalie Rose Dane Alexander Tenille Abrahams David Prior “Every journalist knows the key to a great story is getting it, as they say, straight from the horse’s mouth. A first-hand account. Not from bystanders or passersby, but from the person, or people, who are at the heart of the story. In this way journalists are able to provide much more detailed, in-depth and insightful accounts, which consequently means readers are better informed. Every story deserves a first-hand account.”
Print / Campaign Consumer Campaign Bronze Winner Ogilvy & Mather London Expedia "Wsh Ewe Wre Ere", "Gry Sky"," Arm Leg"," Mum Dad IOU"," Sun Sea Snd Sex"," Yoo Wat" Ogilvy & Mather London London UNITED KINGDOM Newspaper Expedia Andrew Warner Mark Lainas/Stephen Hillcoat Ogilvy & Mather London Gerry Human Gerry Human Jon Morgan Mike Watson Mark Osborne Mark Osborne We took a piece of ephemera usually associated with the security hell of airports and used it to play with the fantasy of escape. Due to security issues we couldn’t use real labels therefore we created our own. Painstaking details, from printer errors to hand drawn typefaces were crafted. Real rubber stamps were used for the pay-off lines. These three letter codes are humble yet iconic so we let them speak for themselves and floated them simply and confidently against a monotone background. Every code used is an official IATA code from a real airport.
Print / Campaign Consumer Campaign Bronze Winner Ogilvy & Mather Group Hong Kong Beijing Sports Radio "Golf", "Horse Racing"," Soccer" Ogilvy & Mather (HK) Private Ltd Hong Kong HONG KONG Magazine Beijing Sports Radio Ogilvy & Mather Group Hong Kong Reed Collins Simon Handford/Sandy Chan Alvin Lim Richard Sorensen Alvin Lim/Sonny Tjahjadi Andrew Redington/MN Chan/Lintao Zhang A Thousand Eyes Indonesia When Asian fans hear live sporting events on Beijing Sports Radio, the coverage is so good it feels like they're actually there. Account Servicing: Jifang Pan
Print / Campaign Consumer Campaign Finalist BBDO Germany Duesseldorf Westlotto / 6by49 - Six Lucky Numbers Campaign "Champagne", "Yacht"," Plastic Surgery"," Pony"," Golf" BBDO Germany GmbH Duesseldorf GERMANY Newspaper Westdeutsche Lotterie GmbH & Co. OHG Gregor Espenkott Thomas Schulte BBDO Proximity Duesseldorf Duesseldorf Wolfgang Schneider Christian Mommertz/Achim Metzdorf Gustavo Vieira/Peter Engelbrecht/Isabel Campagna Gustavo Vieira/Philipp Alings/Julian Dany/Kai-Christian Bade/Karolina Bukowiecka Eva à Wengen/Julia Lueckerath Lars David Neill + 7 additonal Stock-Photographers Six lucky numbers can not only change your life. It's already fun and playful to detect them! Creative Managing Directors: Christian Mommertz/Sebastian Hardieck
Print / Campaign Consumer Campaign Finalist DDB South Africa Johannesburg McDonald's "Matthew and the Paper House", "Ollie and the Glass House"," Abigail and the Inflatable House" DDB South Africa Johannesburg SOUTH AFRICA Newspaper McDonald's South Africa Daniel Padiachy Tsitsi Dhlamini DDB South Africa Johannesburg Liam Wielopolski/Grant Jacobsen Matthew Berge Hital Pandya Carioca Bucharest Carioca Bucharest Carioca The agency was briefed to build on the success of last year’s campaign that positioned McDonald’s as the perfect venue for children’s birthday parties. The executions again highlighted the fact that kids and kids’ parties can be destructive to one’s house. So why not spare your home and have your child’s party at McDonald’s instead? From child-minding, kid’s entertainment, decoration and birthday cakes to Happy Meal party packs for guests, McDonald’s is far more than just a fast-food restaurant.
Print / Campaign Consumer Campaign Finalist DDB Tribal Vienna Vienna Breakfast at McDonald's - Easy Morning Campaign "Pullover", "Tie"," Shoelace" DDB Tribal Wien GmbH Vienna AUSTRIA Magazine McDonald's Austria DDB Tribal Wien Vienna Eric Schöffler Lukas Grossebner Werner Celand Daniela Stenzenberger/Lukas Grossebner Dietmar Kreil/Ulrike Kössler Marian Grabmayer Martin Stöbich The Task. To develop a press campaign for McDonald's "Easy Morning" breakfast. The Idea. Not everything in the morning is as easy as McDonald's easy morning. Even simple tasks like dressing can become difficult. The Execution. A pullover with incredibly long sleeves and an even longer necktie.
Print / Campaign Consumer Campaign Finalist Duval Guillaume Modem Antwerp TNT "Wedding", "Bear"," Funeral" Duval Guillaume Antwerp BELGIUM Magazine Turner Broadcasting Malgosia Chapman Dimitri Mundorff/Tuyen Pham Xuan Duval Guillaume Modem Antwerp Erik Vervroegen Katrien Bottez/Geoffrey Hantson/Andy Bird Dries De Wilde/Gary Turner Koenraad Lefever/Bastien Grisolet/Jamie Marshall Jean-Luc Chirio/Lauriane Dula Nadav Kander Post-Production: Bastien Grisolet; Producers: Elysian Fields/Gaël Cheval/Dorothée Lemaitre; Photoshop Artist: Asile
Print / Campaign Consumer Campaign Finalist Leo Burnett Lisboa Lisbon IndieLisboa 2013 "Rocky", "Cops"," Rain"," Chucky" Leo Burnett Lisboa Lisbon PORTUGAL Magazine IndieLisboa Tiago Reis Leo Burnett Lisbon Luciana Cani Steve Colmar/Pedro Pinho Thiago Cruz/Leonardo Pinheiro Bruna Guerreiro/Douglas Cardoso/Mariana a Miserável/Fábio Santos IndieLisboa is the biggest independent film festival in Portugal. For its 10th edition campaign, the festival wanted to honor its 10 years of originality. So we created a print campaign inspired in a singular common sense: “Hollywood is running out of ideas”. The result was 4 different ads, illustrated by 4 different artists, each one exploring an overused hollywood formula such as the buddy cop movies, the endless franchises and the kissing- in-the-rain scene. Account Executive: Joana Duarte; Production Director: Cristina Almeida
Print / Campaign Consumer Campaign Finalist McCann Worldgroup Mumbai Penguin Audiobooks "William Shakespeare", "Mark Twain"," Oscar Wilde" McCann Worldgroup India Mumbai INDIA Newspaper PENGUIN GROUP(INDIA) Hemali Sodhi Bhakti Malik McCann Worldgroup Mumbai Prasoon Joshi Ashish Chakravarty Talha Nazim/Rohit Devgun Talha Nazim/Rohit Devgun Talha Nazim/Rohit Devgun Lamanoestudio.cl Rohit Devgun Senior Visualiser: Nobin Dutta
Print / Campaign Consumer Campaign Finalist Ogilvy & Mather Colombia Bogotá Mercedes-Benz Distronic Plus "Dog", "Fat"," Girl" Ogilvy & Mather Colombia Bogota COLOMBIA Newspaper Mercedes Benz Hector Corredor Ogilvy & Mather Colombia Bogotá Tham Khai Meng John Raul Forero Ogilvy & Mather Colombia Juan Jose Posada/Juan Pablo Alvarez/Mauricio Guerrero Ogilvy & Mather Colombia Ogilvy & Mather Colombia Ogilvy & Mather Colombia Adriana Pares/Diego Rincon Salamagica Santiago de Chile Brief: To promote Mercedes Benz’s Distronic Plus technology, a driving safety system that helps drivers to keep an automatic safe distance from other cars, or even stop the Mercedes Benz in order to avoid an accident. Describe the challenges and key objectives: To explain such a complicated benefit just with print ads. Describe how you arrived at the final design: We found insights able to explain in the simplest an aesthetic way this complicated system and we communicated those insights using just silhouettes. Give some indication of how successful the outcome was in the market: We made easy to people understanding with Distronic Plus it’s impossible for your car be in danger for getting close to another one.
Print / Campaign Consumer Campaign Finalist Publicis Communications Schweiz Zürich Garnier Fructis "Beard - Red", "Beard - Black"," Beard - Blonde" Publicis Communications Schweiz AG Zurich SWITZERLAND Newspaper L’Oréal Suisse Christine Rainford Publicis Communications Schweiz Zürich Thomas Wildberger Grischa Rubinick David Luebke Thomas Mueller Derya Derdiyok/Jessica Küng Billy & Hells Berlin Billy & Hells Garnier Fructis by L’Oréal Suisse is a well-known hair care line. It is so well-known the biggest challenge was to change the way people view the hair care products. Optically intriguing visuals deliver two messages: First, we dramatize the fact that the shampoos and hair conditioners are not only meant for your head hair but for your facial hair as well. Second, they subtly visualize that the Garnier Fructis line is just as suitable for men as it is for women.
Print / Campaign Consumer Campaign Finalist TBWA \ ESPAÑA Madrid Sony Playstation Portable "Mouse and Cheese", "Steel Ball and Magnet " TBWA ESPAÑA MADRID SPAIN Magazine Sony Computer Entertainment TBWA\ESPAÑA Madrid Juan Sanchez/Guillermo Gines Vicente Rodriguez Vicente Rodriguez Fran Lopez Jesus Alonso
Print / Product/Service - Single Corporate Image Silver Winner Ogilvy Brasil Sao Paulo Dove "Florence" Ogilvy Brasil Sao Paulo BRAZIL Magazine Unilever Steve Miles/Fernando Machado/Kathleen Ryan/Stacie Bright/Debbie Weinstein Ricardo Honeger/Thiago Lima/Debora Lederman Ogilvy Brasil Sao Paulo Anselmo Ramos Roberto Fernandez/Paco Conde Hugo Veiga Diego Machado Veronica Beach/Renata Neumann Gil Zamora Head Of Client Service: Valeria Barone/Erica Hoholick; Media Director: Daniella Gallo/Betânia Aragão; Planner: Mollie Hill
Print / Product/Service - Single Corporate Image Silver Winner Ogilvy Brasil Sao Paulo Dove "Melinda" Ogilvy Brasil Sao Paulo BRAZIL Magazine Unilever Steve Miles/Fernando Machado/Kathleen Ryan/Stacie Bright/Debbie Weinstein Ricardo Honeger/Thiago Lima/Debora Lederman Ogilvy Brasil Sao Paulo Anselmo Ramos Roberto Fernandez/Paco Conde Hugo Veiga Diego Machado Veronica Beach/Renata Neumann Gil Zamora Head Of Client Service: Valeria Barone/Erica Hoholick; Media Director: Daniella Gallo/Betânia Aragão; Planner: Mollie Hill
Print / Product/Service - Single Corporate Image Finalist Ogilvy Brasil Sao Paulo Dove "Jenise" Ogilvy Brasil Sao Paulo BRAZIL Magazine Unilever Steve Miles/Fernando Machado/Kathleen Ryan/Stacie Bright/Debbie Weinstein Ricardo Honeger/Thiago Lima/Debora Lederman Ogilvy Brasil Sao Paulo Anselmo Ramos Roberto Fernandez/Paco Conde Hugo Veiga Diego Machado Veronica Beach/Renata Neumann Gil Zamora Head Of Client Service: Valeria Baron/Erica Hoholick; Media Director: Daniella Gallo/Betânia Aragão; Planner: Mollie Hill
Print / Product/Service - Single Cosmetics/Toiletries/Pharmaceuticals Finalist AlmapBBDO São Paulo Bayer Cafiaspirin "Views" AlmapBBDO Publicidade e Comunicações Ltda São Paulo BRAZIL Newspaper Bayer Thomas Fill Gustavo Burnier/Juliana Nascimento/Calebe Ferres AlmapBBDO São Paulo Marcello Serpa Luiz Sanches Marcos Medeiros/André Kassu/Bruno Prosperi/Renato Simões Pernil/Andre Kassu Andre Gola/Marcos Medeiros Teresa Setti/Paula Feijo Estudiorama São Paulo Estudiorama
Print / Campaign Direct Marketing - Business-to-Business Campaign Silver Winner Ogilvy Germany . ZMG (Newspaper Marketing Association) "The Other Side Of Newspaper" Ogilvy & Mather Germany GmbH Frankfurt GERMANY Direct Mail ZMG (Newspaper Marketing Association) Dr. Joachim Donnerstag Christian Von Dewall Ogilvy Germany Dr. Stephan Vogel Matthias Storath Helmut Meyer/Lothar Mueller Lothar Mueller/Jan Roters Christian Kuzman Valerie Opitz Noma Bar The newspaper is dead! In a way the cliché is true. Because newspapers have reinvented themselves over the last couple of years, becoming more interactive, more local, more relevant. We were asked to create a brochure that offers advertisers a new perspective on the newspaper. ’The other side of newspapers’ shifts the angle and points to what lies beyond the clichés of the old media/new media discussion. The brochure invites advertisers to explore the new newspaper. It opens up new connections – contentwise und graphical. The illustrations of Noma Bar shape a new picture of what newspapers are about in 2012. Production: Stefan Kriznjak; Graphics: Peter Belz/Alexander Pfaff
Print / Product/Service - Single Direct Marketing - Consumer Bronze Winner Lowe Roche Advertising Toronto Pfaff Porsche "Instant DM" Lowe Roche Advertising Toronto CANADA Direct Mail Pfaff Automotive Partners Lowe Roche Advertising Toronto Sean Ohlenkamp/Dave Douglass/Pete Breton Simon Craig JP Gravina Pfaff Auto Toronto, the largest Porsche dealership in Canada, needed to present their cars as an exciting option to those with the means to make a true dream car a reality. We wanted to approach our target personally, bringing them a level of service and attention that they’d both appreciate and expect. Instead of asking them to come to the dealership to experience our extraordinary cars, we decided to bring the experience directly to them. Our idea applied a truly innovative approach to the traditionally stale channel of direct mail. Instead of a generic flyer dropped in random mailboxes, we created a direct mail piece that was both personal and totally unique. With a camera, laptop, printer and a Porsche Carrera 911 S, we targeted the driveways of houses in upscale neighbourhoods. We parked our car in each driveway and took a photo to create a one-of-a-kind postcard, right on the spot. The postcard drove traffic to MakeThatPorscheMine.com, where our target could then arrange their personal test drive. How personal? In keeping with our message, Pfaff would bring a Porsche model of your choice right to your home. Of the targeted homes, 32% responded by visiting our website where they could book a test drive. Agency Producer: Leanne Mclellan; Digital Producers: Neal Owusu/Kevin Quan; Account Executive: Leo Maia
Print / Product/Service - Single Direct Marketing - Consumer Finalist Lowe Roche Advertising Toronto Enfant-Retour Quebec (Missing Children’s Network) "Missing Kids Stamps" Lowe Roche Advertising Toronto CANADA Direct Mail Enfant-Retour Quebec (Missing Children’s Network) Lowe Roche Toronto Sean Ohlenkamp Mark Mason/Jane Murray Jane Murray Mark Mason Jennifer Duong The Missing Children’s Network is one Canada’s leading child safety organizations – focused on preventing child exploitation, and child abduction. Part of their mission is to publicize the names and images of missing children – in one part to honour those who have been lost, but also in the ongoing hope of reuniting these children with their loving families. A technologically advanced country, in Canada almost every media channel developed – from print to SMS to Dynamic OOH – has been leveraged in the effort to raise awareness of missing children. The challenge this presents is we had to find a new and engaging way to connect with Canadians in a new way that was relevant to them. So we turned to a long established format that had been previously overlooked: the stamp. Account Supervisor: Linda Carrington; Strategic Planner: Jonathan Daly; Designer: Joel Derksen
Print / Product/Service - Single Electronic Equipment Bronze Winner TBWA \ ESPAÑA Madrid Sony Playstation Portable "Mouse and Cheese" TBWA ESPAÑA MADRID SPAIN Magazine Sony Computer Entertainment TBWA\ESPAÑA Madrid Juan Sanchez/Guillermo Gines Vicente Rodriguez Vicente Rodriguez Fran Lopez Jesus Alonso
Print / Product/Service - Single Electronic Equipment Finalist Ogilvy & Mather India New Delhi (Gurgaon) Philips LED Torch "Alley" Ogilvy & Mather Pvt. Ltd. Gurgaon INDIA Newspaper Philips Electronics India Ltd. Gaurav Dudeja Chandana Agarwal Ogilvy & Mather India New Delhi (Gurgaon) Piyush Pandey Ajay Gahlaut Vikash Chemjong/Basab Tito Majumdar Ajay Gahlaut/Vikash Chemjong/Basab Tito Majumdar Basab Tito Majumdar/Vikash Chemjong Pankaj Arora SHOWING US THE WAY BRIEF: Create communication for Philips LED torch - highlighting its white-light which was brighter and better than that thrown by torches with regular bulbs. SOLUTION: We began with the simple thought - the light from our torches was as bright as daylight. We discussed many ideas involving bats, owls, watchmen and more, shown in full daylight with the signoff - that’s what our torch light could do! It looked fine at the time, but soon we realised that while the picture had enough light, it didn’t have the product. So we thought, how about having light beaming out of our torch right down the middle of the poster? And, when we put that on paper, it literally changed our perspective about how the ad should be! And the difference, we must say, was as stark as night and day! RESULT: Website hits up by 9%. Store enquiry/walkins up by 12%. Sales up by 19%. Expectation of the client for another great campaign as a follow up - sky high!
Print / Product/Service - Single Entertainment Finalist McCann Worldgroup Mumbai Penguin Audiobooks "Mark Twain" McCann Worldgroup India Mumbai INDIA Newspaper PENGUIN GROUP(INDIA) Hemali Sodhi Bhakti Malik McCann Worldgroup Mumbai Prasoon Joshi Ashish Chakravarty Talha Nazim/Rohit Devgun Talha Nazim/Rohit Devgun Talha Nazim/Rohit Devgun Lamanoestudio.cl Rohit Devgun Senior Visualiser: Nobin Dutta
Print / Product/Service - Single Foods Finalist DDB Tribal Vienna Vienna Breakfast at McDonald's "Easy Morning - Pullover" DDB Tribal Wien GmbH Vienna AUSTRIA Magazine McDonald's Austria DDB Tribal Wien Vienna Eric Schöffler Lukas Grossebner Werner Celand Daniela Stenzenberger/Lukas Grossebner Dietmar Kreil/Ulrike Kössler Martin Stöbich The Task. To develop a press ad for McDonald's "Easy Morning" breakfast. The Idea. Not everything in the morning is as easy as McDonald's easy morning. Even simple tasks like dressing can become difficult. The Execution. A pullover with incredibly long sleeves.
Print / Product/Service - Single Foods Finalist DDB Tribal Vienna Vienna Breakfast at McDonald's "Easy Morning - Tie" DDB Tribal Wien GmbH Vienna AUSTRIA Magazine McDonald's Austria DDB Tribal Wien Vienna Eric Schöffler Lukas Grossebner Werner Celand Daniela Stenzenberger/Lukas Grossebner Dietmar Kreil/Ulrike Kössler Martin Stöbich The Task. To develop a press ad for McDonald's "Easy Morning" breakfast. The Idea. Not everything in the morning is as easy as McDonald's easy morning. Even simple tasks like dressing can become difficult. The Execution. An incredibly long tie.
Print / Product/Service - Single Household Products Bronze Winner Lowe Thailand Bangkok Sunlight "Pig" Lowe Bangkok THAILAND Newspaper Unilever Liann Al Chami Lowe Thailand Bangkok Eric Yeo Ricardo Turcios/Ruchi Sharma EJ Galang/Sarah K/Gabriele Espaldon Katrina Encanto Piyachat Cholasap/Nuch Lertviwatchai Surachai Puthikulangkura Illusion Bangkok Surachai Puthikulangkura/Supachai U-Rairat Account Manager: Blair Wang/Yarita Witoelar; Chief Executive Officer: Jeremy Hine; Global Creative Director: Basil Mina; Chief Creative Officer - Lowe Singapore: Dominic Stallard; Computer Art: Naphaphorn Jaengsri
Print / Product/Service - Single Public Service/Social Welfare Bronze Winner ais London London Harrison's Fund "I Wish My Son Had Cancer" ais London London UNITED KINGDOM Newspaper Harrison's Fund ais London Geoff Gower Kevin Bratley Dan Madden/John Vinton Matt Eastwood Sharnna Peck Alan Powdrill Harrison Smith is six years old. He has Duchenne Muscular Dystrophy. There’s no treatment, no cure and very little hope. In January 2012, his Dad, Alex, set up Harrison’s Fund. A charity dedicated to raising the millions needed for research. Not easy when no-one’s heard of it, and you've got no budget. So he asked if we could help. The Evening Standard offered us some space. Which was a start. Then Alex told us something that shocked us. That sometimes, he wished his son had cancer instead. A disease people had heard of and that was treatable and, possibly, survivable. This desperate thought summed up the struggle, frustration and despair of a parent with a child suffering from DMD. We knew it would make a powerful ad. So powerful, we feared to run it. But Alex didn’t. His courage paid off. He landed appearances on ITV and the BBC, newspapers covered the story and online, it really took off. Visits to the website went up by 17,000%. Facebook reach increased by 800%, 99% of which was viral reach beyond the existing community. And people debated and donated to the cause from all over the world. Major businesses, like Barclays Capital, pledged support. A documentary is now in the pipeline. And direct donations went up by over 200% to £65,000 and counting. But most importantly, there’s now more hope for Harrison and boys like him. Not a bad result for one very brave client. And a 25 x 4 black and white press ad.
Print / Product/Service - Single Public Service/Social Welfare Bronze Winner AlmapBBDO São Paulo Pedigree "Dog 2" AlmapBBDO Publicidade e Comunicações Ltda São Paulo BRAZIL Newspaper EFFEM Marina Sachs Fernanda Antonelli/Ricardo Taunay/Italo Vetorazzo AlmapBBDO São Paulo Marcello Serpa Luiz Sanches Marcos Medeiros/André Kassu/Bruno Prosperi/Renato Simões Ana Carolina Reis Marco Monteiro Teresa Setti/Paula Feijo Elene Usdin
Print / Product/Service - Single Public Service/Social Welfare Bronze Winner Publicis Singapore Singapore Crisis Relief "War" Publicis Singapore Singapore SINGAPORE Magazine Jadon Wong Jadon Wong Khoo Kaiqi Publicis Singapore Singapore Erik Vervroegen Ajay Vikram Kris Ng Dunstan Lee Ziwei Tan/Xiulu Chua Lynn Cheng Shooting Gallery Sebastian Siah Sharing on social media has brought world crises and plights closer to our attention, but too often, our reaction and empathy is conditioned to stop at the convenient “Like” button. Crisis Relief Singapore, a volunteer-led organization, is always looking for more people to actively provide hands-on help for their relief efforts. To help their recruitment, Publicis Singapore created this campaign to remind people that ‘Liking’ doesn’t solve real problems -- volunteers do. Digital Imaging: Wishing Well
Print / Product/Service - Single Public Service/Social Welfare Bronze Winner Publicis Singapore Singapore Crisis Relief "Earthquake" Publicis Singapore Singapore SINGAPORE Magazine Jadon Wong Jadon Wong Khoo Kaiqi Publicis Singapore Singapore Erik Vervroegen Ajay Vikram Kris Ng Dunstan Lee Ziwei Tan/Xiulu Chua Lynn Cheng Shooting Gallery Sebastian Siah Sharing on social media has brought world crises and plights closer to our attention, but too often, our reaction and empathy is conditioned to stop at the convenient “Like” button. Crisis Relief Singapore, a volunteer-led organization, is always looking for more people to actively provide hands-on help for their relief efforts. To help their recruitment, Publicis Singapore created this campaign to remind people that ‘Liking’ doesn’t solve real problems -- volunteers do. Digital Imaging: Wishing Well
Print / Product/Service - Single Public Service/Social Welfare Finalist Prolam Young & Rubicam Santiago UNICEF "Slut" Prolam Young & Rubicam Santiago CHILE Magazine UNICEF Prolam Young & Rubicam Santiago Alvaro Becker/Francisco Cavada/Emerson Navarrete Jaime Diaz/Tomás Almuna/Andrés Acevedo Sergio Araya David Calderon Retoucher: Silvana Mercado
Print / Product/Service - Single Public Service/Social Welfare Finalist Publicis Singapore Singapore Crisis Relief Singapore "Flood" Publicis Singapore Singapore SINGAPORE Magazine Jadon Wong Jadon Wong Khoo Kaiqi Publicis Singapore Singapore Erik Vervroegen Ajay Vikram Kris Ng Dunstan Lee Ziwei Tan/Xiulu Chua Lynn Cheng Shooting Gallery Sebastian Siah Sharing on social media has brought world crises and plights closer to our attention, but too often, our reaction and empathy is conditioned to stop at the convenient “Like” button. Crisis Relief Singapore, a volunteer-led organization, is always looking for more people to actively provide hands-on help for their relief efforts. To help their recruitment, Publicis Singapore created this campaign to remind people that ‘Liking’ doesn’t solve real problems -- volunteers do. Digital Imaging: Wishing Well
Print / Product/Service - Single Public Service/Social Welfare Finalist serviceplan Munich Innocence in Danger "The Daily Abuse" serviceplan group gmbh & co. kg Munich GERMANY Newspaper Innocence in Danger e.V. Anna Hacker/Florian Klietz serviceplan Munich Alexander Schill Maik Kaehler/Christoph Nann Marc Vosshall Angeliki Karnoupaki Iliés Terki Hassaine/Robin Lorentschat Christopher Hanebuth/Christoph Klasen Every day more then 240.000 children around the world are abused. That is enough to fill up a whole daily newspaper just with their names. Together with the organization Innocence in Danger, we brought an idea to life that talks to the public about it on Monday, the 19th of November – the International Day on Prevention of Child Abuse. A global newspaper to report what happens in the world every single day: the Daily Abuse. 48 pages of news showing nothing else but the names of 241.095 children who get physically and emotionally abused on a single day. In 174 articles it also reflects the complexity of child abuse. A giant collection of names to show a giant problem. The Daily Abuse was published in 9 languages in 23 of the worlds largest cities. With 720.000 copies this issue was recognized by more than a million readers and due to all their reactions and following discussions by more and more people all over the world. Agency Producer: Sven Simon; Creative Producer: Florian Panier
Print / Campaign Public Service/Social Welfare Campaign Gold Winner Publicis Singapore Singapore Crisis Relief "War", "Earthquake"," Flood" Publicis Singapore Singapore SINGAPORE Magazine Jadon Wong Jadon Wong Khoo Kaiqi Publicis Singapore Singapore Erik Vervroegen Ajay Vikram Kris Ng Dunstan Lee Ziwei TanXiulu Chua Lynn Cheng Shooting Gallery Sebastian Siah Sharing on social media has brought world crises and plights closer to our attention, but too often, our reaction and empathy is conditioned to stop at the convenient “Like” button. Crisis Relief Singapore, a volunteer-led organization, is always looking for more people to actively provide hands-on help for their relief efforts. To help their recruitment, Publicis Singapore created this campaign to remind people that ‘Liking’ doesn’t solve real problems -- volunteers do. Digital Imaging: Wishing Well
Print / Campaign Public Service/Social Welfare Campaign Silver Winner Ogilvy & Mather Vietnam Ho Chi Minh Global Alliance Asia-Pacific "70 Years Ago", "Nazi German"," Prince Asaka"," Runner Up" Ogilvy & Mather Vietnam Ltd. Ho Chi Minh VIET NAM Magazine Global Alliance Asia-Pacific Ogilvy & Mather Singapore, Singapore/ Ogilvy & Mather Vietnam Ho Chi Minh Todd McCracken Craig Love/Martin Sutcliffe/Todd McCracken Todd McCracken/Len Cheeseman/Huy Anh Le Gill Clark/Len Cheeseman/Bonnie Tram Nguyen/Joe Harris/BJ Galinato/Ky Le Gill Clark/Len Cheeseman Retouching: Steve Cicala
Print / Campaign Public Service/Social Welfare Campaign Bronze Winner McCann Melbourne Melbourne Metro Trains "Bear", "Fire"," Helmet"," Moose"," Piranha"," Toast" McCann Melbourne AUSTRALIA Newspaper METRO TRAINS Alec Hussian Adrian Mills McCann Melbourne Melbourne John Mescall Pat Baron John Mescall Pat Baron Julian Frost Pat Baron Our task was to reduce preventable deaths and accidents in young Melbournians. But most of the behaviours that lead to rail related accidents were 100% avoidable – caused by people behaving irresponsibly or the result of moments of stupidity. Running on the tracks, driving around barriers because they couldn’t be bothered waiting, not paying attention to where they were walking. Simply dumb. But young people hate being told what to do. So the strategy was simple. Turn a message that young people need to hear, into a message they want to hear. We created a song, and launched it through the completed suite of paid, owned and earned channels. Radio. Youtube. TV. PR. Social Media. Press. Outdoor. We turned iTunes and Soundcloud into media vehicles. Additionally, we created an App and Children's book to extend engagement with the campaign. Ours was a four-part strategy: 1. TREAT THIS AS ENTERTAINMENT, NOT ADVERTISING As such, we launched the song like a music promoter would. To do this we used both traditional (Radio, TV, Cinema, Posters, Station Ambient) and social media (Sound Cloud, Tumblr and Instagram) to drive traffic. 2. AMPLIFY THROUGH THE POWER OF PR AND SOCIAL Extend the reach of the campaign through social media and traditional PR beyond the initial $300K campaign. 3. ASK FOR A COMMITMENT Invite our target group after watching the video to pledge their commitment to being safe around trains by visiting our campaign site or interact with our in station posters. 4. EXTEND ENGAGEMENT We released Dumb Ways to Die the game. It went to number 1 in the free app charts in 17 countries including the USA, UK, Germany, Australia, Canada & New Zealand. Our goals were straightforward. Our results phenomenal. 1. INCREASE PUBLIC AWARENESS AND ENGAGEMENT WITH RAIL SAFETY - More the 55 million views on YouTube - Charted on iTunes in 28 countries selling 100,000 copies - App downloads over 14 Million - 50% campaign recall amongst core target market - 34% of core target said they would be safer around trains because of the campaign. 2. GET 10,000 MELBOURNIANS TO COMMIT TO BE SAFE AROUND TRAINS In the first 4 months over 44,000 Melbournians pledged “not to do dumb things around trains”. Another million Australians have pledged to be safe through the mobile game. 3. REDUCE THE NUMBER OF NEAR MISSES AND ACCIDENTS AROUND TRAINS 20% reduction in rail accidents in the first 3 months. Advertiser's Supervisor: Chloe Alsop; Planner: Adrian Mills; Director: Julian Frost
Print / Campaign Public Service/Social Welfare Campaign Bronze Winner Prolam Young & Rubicam Santiago UNICEF "Slut", "Dealer"," Drunk" Prolam Young & Rubicam Santiago CHILE Magazine UNICEF Prolam Young & Rubicam Santiago Alvaro Becker/Francisco Cavad/ Emerson Navarrete Jaime Diaz/Tomás Almuna/Andrés Acevedo Sergio Araya David Calderon Retoucher: Silvana Mercado
Print / Campaign Public Service/Social Welfare Campaign Bronze Winner Saatchi & Saatchi China Shanghai Greenpeace - Paper Cuts Life Campaign "Bear", "Giraffe"," Snub-Nosed Monkey"," Tiger" SAATCHI & SAATCHI GREAT WALL ADVERTISING COMPANY LTD.SH NO.2 BRANCH Shanghai CHINA Direct Mail GREENPEACE Saatchi & Saatchi China Shanghai Fan NG Forest Young Momo Hou/Haibo Huang Momo Hou/Virginia Yan/Andrew Lok Fan NG/Haibo Huang/Andy Lau/Kun Luo/Janny Guo Keno Zhao Account Supervisor: Rebecca Liu/Judy Zhang; Retoucher: Pafassion Lab
Print / Product/Service - Single Retail Finalist Y&R Dubai Dubai Harvey Nichols Dubai "Maximum Impact" Y&R Dubai Dubai UNITED ARAB EMIRATES Newspaper Harvey Nichols Dubai David Lewis Zaakesh Mulla/Nazek Fawaz Y&R Dubai Dubai Shahir Zag Shahir Zag/Kalpesh Patankar Shahir Zag Kalpesh Patankar Illusion Bangkok Surachai Puthikulangkura/Kitidej Rattanasuvansri Illusion Bangkok Surachai Puthikulangkura/Supachai U-Rairat Agency Producer: Amin Soltani; Illusion Producers: Somsak Pairew/Anotai Panmongkol
Print / Product/Service - Single Travel Silver Winner Ogilvy & Mather London Expedia "Wsh Ewe Wre Ere" Ogilvy & Mather London London UNITED KINGDOM Newspaper Expedia Andrew Warner Mark Lainas/Stephen Hillcoat Ogilvy & Mather London Gerry Human Gerry Human Jon Morgan Mike Watson Mark Osborne Mark Osborne We took a piece of ephemera usually associated with the security hell of airports and used it to play with the fantasy of escape. Due to security issues we couldn’t use real labels therefore we created our own. Painstaking details, from printer errors to hand drawn typefaces were crafted. Real rubber stamps were used for the pay-off lines. These three letter codes are humble yet iconic so we let them speak for themselves and floated them simply and confidently against a monotone background. Every code used is an official IATA code from a real airport.
Print / Product/Service - Single Travel Bronze Winner Ogilvy & Mather London Expedia "Sun Sea Snd Sex" Ogilvy & Mather London London UNITED KINGDOM Newspaper Expedia Andrew Warner Mark Lainas/Stephen Hillcoat Ogilvy & Mather London Gerry Human Gerry Human Jon Morgan Mike Watson Mark Osborne Mark Osborne We took a piece of ephemera usually associated with the security hell of airports and used it to play with the fantasy of escape. Due to security issues we couldn’t use real labels therefore we created our own. Painstaking details, from printer errors to hand drawn typefaces were crafted. Real rubber stamps were used for the pay-off lines. These three letter codes are humble yet iconic so we let them speak for themselves and floated them simply and confidently against a monotone background. Every code used is an official IATA code from a real airport.
Print / Product/Service - Single Travel Finalist Ogilvy & Mather London Expedia "Mum Dad IOU" Ogilvy & Mather London London UNITED KINGDOM Newspaper Expedia Andrew Warner Mark Lainas/Stephen Hillcoat Ogilvy & Mather London Gerry Human Gerry Human Jon Morgan Mike Watson Mark Osborne Mark Osborne We took a piece of ephemera usually associated with the security hell of airports and used it to play with the fantasy of escape. Due to security issues we couldn’t use real labels therefore we created our own. Painstaking details, from printer errors to hand drawn typefaces were crafted. Real rubber stamps were used for the pay-off lines. These three letter codes are humble yet iconic so we let them speak for themselves and floated them simply and confidently against a monotone background. Every code used is an official IATA code from a real airport.
Print / Craft - Single Use of Copywriting Finalist Ogilvy & Mather London Expedia "Wsh Ewe Wre Ere" Ogilvy & Mather London London UNITED KINGDOM Newspaper Expedia Andrew Warner Mark Lainas/Stephen Hillcoat Ogilvy & Mather London Gerry Human Gerry Human Jon Morgan Mike Watson Mark Osborne Mark Osborne We took a piece of ephemera usually associated with the security hell of airports and used it to play with the fantasy of escape. Due to security issues we couldn’t use real labels therefore we created our own. Painstaking details, from printer errors to hand drawn typefaces were crafted. Real rubber stamps were used for the pay-off lines. These three letter codes are humble yet iconic so we let them speak for themselves and floated them simply and confidently against a monotone background. Every code used is an official IATA code from a real airport.
Print / Craft - Campaign Use of Copywriting Campaign Bronze Winner Ogilvy & Mather Vietnam Ho Chi Minh Global Alliance Asia-Pacific "70 Years Ago", "Nazi German"," Prince Asaka"," Runner Up" Ogilvy & Mather Vietnam Ltd. Ho Chi Minh VIET NAM Global Alliance Asia-Pacific Ogilvy & Mather Singapore, Singapore/Ogilvy & Mather Vietnam Ho Chi Minh Todd McCracken Craig Love/Martin Sutcliffe/Todd McCracken Todd McCracken/Len Cheeseman/Huy Anh Le Gill Clark/Len Cheeseman/Bonnie Tram Nguyen/Joe Harris/BJ Galinato/Ky Le Gill Clark/Len Cheeseman Retouching: Steve Cicala
Print / Craft - Campaign Use of Copywriting Campaign Bronze Winner Ogilvy & Mather Vietnam Ho Chi Minh Stop The Gendercide "Kill Her", "A Penis It Lives"," Girlfriend"," 160 Million" Ogilvy & Mather Vietnam Ltd. Ho Chi Minh VIET NAM Magazine The Life Foundation Ogilvy & Mather Vietnam Ho Chi Minh Todd McCracken Craig Love/Malcolm Pryce/Todd McCracken Todd McCracken/Len Cheeseman Steve Cicala/Len Cheeseman/Huy Anh Le/Joe Harris/Bonnie Tram Nguyen/Ky Le Steve Cicala/Len Cheeseman Associate Business Director: Hong Le Phan; Retouching: Steve Cicala
Print / Craft - Campaign Use of Copywriting Campaign Finalist Leo Burnett Zurich WOZ Die Wochenzeitung (Leftist Weekly) "Notebook", "Smartphone"," Tablet" Leo Burnett Schweiz AG Zurich SWITZERLAND Newspaper WOZ Die Wochenzeitung Leo Burnett Zurich Peter Brönnimann Johannes Raggio Pablo Schencke
Print / Craft - Single Use of Illustration Gold Winner Y&R Dubai Dubai Harvey Nichols Dubai "Maximum Impact" Y&R Dubai Dubai UNITED ARAB EMIRATES Newspaper Harvey Nichols Dubai David Lewis Zaakesh Mulla/Nazek Fawaz Y&R Dubai Dubai Shahir Zag Shahir Zag/Kalpesh Patankar Shahir Zag Kalpesh Patankar Illusion Bangkok Surachai Puthikulangkura/Kitidej Rattanasuvansri Illusion Bangkok Surachai Puthikulangkura/Supachai U-Rairat Agency Producer: Amin Soltani; Illusion Producers: Somsak Pairew/Anotai Panmongkol
Print / Craft - Single Use of Illustration Silver Winner Lowe Thailand Bangkok Sunlight "Pig" Lowe Bangkok THAILAND Newspaper Unilever Liann Al Chami Lowe Thailand Bangkok Eric Yeo Ricardo Turcios/Ruchi Sharma EJ Galang/Sarah K/Gabriele Espaldon Katrina Encanto Piyachat Cholasap/Nuch Lertviwatchai Surachai Puthikulangkura Illusion Bangkok Surachai Puthikulangkura/Supachai U-Rairat Account Manager: Blair Wang/Yarita Witoelar; Chief Executive Officer: Jeremy Hine; Global Creative Director: Basil Mina; Chief Creative Officer - Lowe Singapore: Dominic Stallard; Computer Art: Naphaphorn Jaengsri
Print / Craft - Single Use of Illustration Finalist BBDO Proximity Singapore Singapore Guinness "Made Of More – Rockstar" BBDO Proximity Singapore Pte Ltd Singapore SINGAPORE Newspaper Asia Pacific Breweries Singapore / DIAGEO Graham Villiers-Tuthill, Bruce Dallas Joe Braithwaite BBDO Proximity Singapore Singapore Ronald Ng Primus Nair Scott Walker Primus Nair/Douglas Goh Primus Nair Douglas Goh/Jeroel Leyble Jowie Luo Egg Productions Singapore Cedric Lim Jeroel Leyble The idea needed to communicate the how a lot of effort goes into the success of a man who is 'made of more'. To this end, we visualised the struggle and the hard work in a pint of Guinness and the payoff was represented as the smooth creamy head.
Print / Craft - Single Use of Illustration Finalist McCann Worldgroup Mumbai Penguin Audiobooks "Mark Twain" McCann Worldgroup India Mumbai INDIA Newspaper PENGUIN GROUP(INDIA) Hemali Sodhi Bhakti Malik McCann Worldgroup Mumbai Prasoon Joshi Ashish Chakravarty Talha Nazim/Rohit Devgun Talha Nazim/Rohit Devgun Talha Nazim/Rohit Devgun Lamanoestudio.cl Rohit Devgun Senior Visualiser: Nobin Dutta
Print / Craft - Single Use of Illustration Finalist Taproot India Mumbai The Times of India "Farmer Suicide 1" TAPROOT INDIA Mumbai INDIA Newspaper THE TIMES OF INDIA Sandeep Singh Arora Priyank Mishra Taproot India Mumbai Santosh Padhi/Agnello Dias Santosh Padhi/Agnello Dias Santosh Padhi/Agnello Dias Pallavi Chakravarti/Santosh Padhi Santosh Padhi/Anant Nanvare Santosh Padhi/Anant Nanvare Amol Jadhav/Loknath Panigrahi Anant Nanvare
Print / Craft - Campaign Use of Illustration Campaign Gold Winner Ogilvy Brasil Sao Paulo Dove "Florence", "Kela"," Melinda"," Jenise"," Lani" Ogilvy Brasil Sao Paulo BRAZIL Magazine Unilever Steve Miles/Fernando Machado/Kathleen Ryan/Stacie Bright/Debbie Weinstein Ricardo Honeger/Thiago Lima/Debora Lederman Ogilvy Brasil Sao Paulo Anselmo Ramos Roberto Fernandez/Paco Conde Hugo Veiga Diego Machado Veronica Beach/Renata Neumann Gil Zamora Head Of Client Service: Valeria Barone/Erica Hoholick; Media Director: Daniella Gallo/Betânia Aragão; Planner: Mollie Hill
Print / Craft - Campaign Use of Illustration Campaign Silver Winner McCann Melbourne Melbourne Metro Trains "Bear", "Fire"," Helmet"," Moose"," Piranha"," Toast" McCann Melbourne AUSTRALIA Newspaper METRO TRAINS Alec Hussian Adrian Mills McCann Melbourne Melbourne John Mescall Pat Baron John Mescall Pat Baron Julian Frost Pat Baron Our task was to reduce preventable deaths and accidents in young Melbournians. But most of the behaviours that lead to rail related accidents were 100% avoidable – caused by people behaving irresponsibly or the result of moments of stupidity. Running on the tracks, driving around barriers because they couldn’t be bothered waiting, not paying attention to where they were walking. Simply dumb. But young people hate being told what to do. So the strategy was simple. Turn a message that young people need to hear, into a message they want to hear. We created a song, and launched it through the completed suite of paid, owned and earned channels. Radio. Youtube. TV. PR. Social Media. Press. Outdoor. We turned iTunes and Soundcloud into media vehicles. Additionally, we created an App and Children's book to extend engagement with the campaign. Ours was a four-part strategy: 1. TREAT THIS AS ENTERTAINMENT, NOT ADVERTISING As such, we launched the song like a music promoter would. To do this we used both traditional (Radio, TV, Cinema, Posters, Station Ambient) and social media (Sound Cloud, Tumblr and Instagram) to drive traffic. 2. AMPLIFY THROUGH THE POWER OF PR AND SOCIAL Extend the reach of the campaign through social media and traditional PR beyond the initial $300K campaign. 3. ASK FOR A COMMITMENT Invite our target group after watching the video to pledge their commitment to being safe around trains by visiting our campaign site or interact with our in station posters. 4. EXTEND ENGAGEMENT We released Dumb Ways to Die the game. It went to number 1 in the free app charts in 17 countries including the USA, UK, Germany, Australia, Canada & New Zealand. Our goals were straightforward. Our results phenomenal. 1. INCREASE PUBLIC AWARENESS AND ENGAGEMENT WITH RAIL SAFETY - More the 55 million views on YouTube - Charted on iTunes in 28 countries selling 100,000 copies - App downloads over 14 Million - 50% campaign recall amongst core target market - 34% of core target said they would be safer around trains because of the campaign. 2. GET 10,000 MELBOURNIANS TO COMMIT TO BE SAFE AROUND TRAINS In the first 4 months over 44,000 Melbournians pledged “not to do dumb things around trains”. Another million Australians have pledged to be safe through the mobile game. 3. REDUCE THE NUMBER OF NEAR MISSES AND ACCIDENTS AROUND TRAINS 20% reduction in rail accidents in the first 3 months. Advertiser's Supervisor: Chloe Alsop; Planner: Adrian Mills; Director: Julian Frost
Print / Craft - Campaign Use of Illustration Campaign Silver Winner Taproot India Mumbai The Times of India "Farmer Suicide 1", "Farmer Suicide 2"," Farmer Suicide 3"," Farmer Suicide 4"," Farmer Suicide 5"," Farmer Suicide 6" TAPROOT INDIA Mumbai INDIA Newspaper THE TIMES OF INDIA Sandeep Singh Arora Priyank Mishra Taproot India Mumbai Santosh Padhi/Agnello Dias Santosh Padhi/Agnello Dias Santosh Padhi/Agnello Dias Pallavi Chakravarti/Santosh Padhi Santosh Padhi/Anant Nanvare Santosh Padhi/Anant Nanvare Amol Jadhav/Loknath Panigrahi Anant Nanvare
Print / Craft - Campaign Use of Illustration Campaign Bronze Winner BBDO Proximity Singapore Singapore Guinness - Made of More Campaign "Rockstar", "Hotel"," Pool" BBDO Proximity Singapore Pte Ltd Singapore SINGAPORE Magazine Asia Pacific Breweries Singapore / DIAGEO Graham Villiers-Tuthill/Bruce Dallas Joe Braithwaite BBDO Proximity Singapore Singapore Ronald Ng Primus Nair Scott Walker Primus Nair/Douglas Goh Primus Nair Douglas Goh/Jeroel Leyble Jowie Luo Egg Productions Singapore Cedric Lim Douglas Goh/Jeroel Leyble/Jennyson Rosero The idea needed to communicate the how a lot of effort goes into the success of a man who is 'made of more'. To this end, we visualised the struggle and the hard work in a pint of Guinness and the payoff was represented as the smooth creamy head.
Print / Craft - Campaign Use of Illustration Campaign Bronze Winner DDB South Africa Johannesburg McDonald's "Matthew and the Paper House", "Ollie and the Glass House"," Abigail and the Inflatable House" DDB South Africa Johannesburg SOUTH AFRICA Newspaper McDonald's South Africa Daniel Padiachy Tsitsi Dhlamini DDB South Africa Johannesburg Liam Wielopolski/Grant Jacobsen Matthew Berge Hital Pandya Carioca Bucharest Carioca Bucharest Carioca The agency was briefed to build on the success of last year’s campaign that positioned McDonald’s as the perfect venue for children’s birthday parties. The executions again highlighted the fact that kids and kids’ parties can be destructive to one’s house. So why not spare your home and have your child’s party at McDonald’s instead? From child-minding, kid’s entertainment, decoration and birthday cakes to Happy Meal party packs for guests, McDonald’s is far more than just a fast-food restaurant.
Print / Craft - Campaign Use of Illustration Campaign Bronze Winner McCann Worldgroup Mumbai Penguin Audiobooks "William Shakespeare", "Mark Twain"," Oscar Wilde" McCann Worldgroup India Mumbai INDIA Newspaper PENGUIN GROUP(INDIA) Hemali Sodhi Bhakti Malik McCann Worldgroup Mumbai Prasoon Joshi Ashish Chakravarty Talha Nazim/Rohit Devgun Talha Nazim/Rohit Devgun Talha Nazim/Rohit Devgun Lamanoestudio.cl Rohit Devgun Senior Visualiser: Nobin Dutta
Print / Craft - Single Use of Photography Bronze Winner AlmapBBDO São Paulo Pedigree "Dog 1" AlmapBBDO Publicidade e Comunicações Ltda São Paulo BRAZIL Newspaper EFFEM Marina Sachs Fernanda Antonelli/Ricardo Tauna/ Italo Vetorazzo AlmapBBDO São Paulo Marcello Serpa Luiz Sanches Marcos Medeiros/André Kassu/Bruno Prosperi/Renato Simões Ana Carolina Reis Marco Monteiro Teresa Setti/Paula Feijo Elene Usdin
Print / Craft - Single Use of Photography Finalist AlmapBBDO São Paulo Pedigree "Dog 2" AlmapBBDO Publicidade e Comunicações Ltda São Paulo BRAZIL Newspaper EFFEM Marina Sachs Fernanda Antonelli/Ricardo Taunay/Italo Vetorazzo AlmapBBDO São Paulo Marcello Serpa Luiz Sanches Marcos Medeiros/André Kassu/Bruno Prosperi/Renato Simões Ana Carolina Reis Marco Monteiro Teresa Setti/Paula Feijo Elene Usdin