Advertising Agency: Anomoly, USA
Senior Agency Producer: Niki Polyocan
Executive Creative Director: Mike Byrne
Creative Director: Ian Toombs
Head of Production: Andrew Loevenguth
Global Account Director: Peter Semple
Account Director: Stanley Lumax
Account Supervisor: Lauren Bozarth
Director of Business Affairs: Annemarie Cullen
Executive Producer: Douglas Howell & Joby Barnhart
Head of Production: Jeff Sommar
Producer: Jamie Miller
Director: ++ jacksonkarinja
Director of Photography: ++ jacksonkarinja
Head of Production: Jeff Sommar
Producer: Jamie Miller
Production Supervisor: Mike Garcia
1st AC: David Feeney-Mosier, Johnny Sousa
Gaffer: James McFadyen
Key Grip: Leo Schott
Editor: Peter Johnson
Post Producer: Alan Lopez
Editorial Assistant: Stephanie Brinson
Flame Artist: Mike Stolz
Head of Production: Charlyn Derrick
Flame Producer: Todd Whitney Robinson
Telecine: Tom Poole, Company 3, Bicoastal
Executive Producer, Company 3: Tara Dowd
Mix: AudioEngine, NY
Mixer: Carl Mendelbaum
Sound Designer: Brian Emrich / Trinitite Studios, Joseph Fraioli / JAFBox Sound
Music: Edwin Starr
Music Clearance: Annemarie Cullen / Anomaly
Color Grade: CO3
Advertising Agency: Åkestam Holst, Sweden Creative Director: Andreas Ullenius Art Director: Petra Albrektson Copywriter: Joakim Labraaten Account Director: Henrik Adenskog Account Manager: Anna Nolendorfs Graphic Designer: Oscar Gardö Art Director / Assistant Graphic Designer: Torbjörn Krantz Motion Designer: Nisse Axman Assistant Art Director: Kristoffer Larberg Web Production: Magnus Svensson, David Wahlgren Photographer: Philip Karlberg Public Relations: Claes Delin / 88 Grader Advertiser’s Supervisor: Fredrik Hjelmquist / Pause
Advertising Agency: Ireland/Davenport, Johannesburg, South Africa
Executive Creative Director: John Davenport/Philip Ireland
Creative Director: John Davenport/Philip Ireland/Ros Ventress
Art Director: Lida Fourie
Copywriter: Anthea Weber
Photographer: Clive Stewart
Retoucher: Marko Mandusic
Advertising Agency: Del Campo Nazca Saatchi & Saatchi, Argentina Executive Creative Directors: Maxi Itzkoff, Mariano Serkin Creative Directors: Diego Medvedocky, Ignacio Ferioli Head of Art: Guido Fusetti Account team: Juan Manuel Aralda, Mariano Cafarelli Agency producers: Adrian Aspani, María de la Paz Landeyro Production Company: Peluca Films Director: Diego y Vlady Executive Producer: Alejandro De Michele Producer: Mariano Scarpati Music: Happy Together Postproduction Company: Che Revolution Post Advertiser’s supervisors: Nicolás Videla, Carina Catalano, Sebastián Nugnez
Brief: Every year in Poland, more women die because of breast cancer than in car accidents, because of late diagnostics. Most women know and perform – although not regularly – breast self-examination. They perceive this technique as sufficient for breast cancer diagnosis. They think further examinations are not required. That’s why only a few sign up for mammogram scanning.We wanted to change this perception by communicating “What a person can miss the machine will find”. Stressing that mammogram scanning is by far better and more accurate in diagnosing breast cancer, and that women should use it on a regular basis.
Development: When the Federation of Amazonki approved the idea, we approached the Ministry of Health to get their patronage as well as the Oncology Center in Warsaw. The 2nd step was to find an appropriate partner of the action. H&M agreed to participate and support the event. H&M in Poland has a wide range of customers in different ages, from teenagers to women being 50-60 years old. Also, a very positive image of the brand helped to create a friendly atmosphere during the action. The event took place in H&M premises in the central part of Warsaw.
Results: There were 330 tags given away in 2 days and the website was visited by 1,650 unique visitors, strongly indicating the word of mouth power of the action. The number of phone calls increased 10% in comparison with the before-action results. Post-action effect continues when women visit other stores and hear the beeping.
Method of promotion: We wanted to draw women’s attention to the “breast issues” at the most appropriate moment: when buying a bra and in the place where they would never expect this kind of communication. The mechanics of the action explained by itself the way a mammogram test works in a very simple but suggestive way: the gate beeps when you pass by and it turns out there is something in the bag you would not expect to have. Thanks to the information printed on the tag, women were able to quickly and easily make an appointment for a mammogram scan.
Advertising Agency: Euro RSCG, Warsaw, Poland
Chief Creative Officer: Jacek Szulecki
Copywriter: Magda Banasik
Art Director: Rafal Rys
Group Account Director: Agnieszka Wichracka
Account Executive: Magda Majczyna
Account Director: Malgorzata Begier
Central & Eastern Europe Marketing & Communications: Tomik Tybora (H&M Hennes&Mauritz)
Brief: Rock4AIDS is an annual benefit concert that aims to help combat HIV/AIDS by improving education in local schools. In order to raise enough money to make a meaningful difference, we had to create a piece of communication that would convince musicians to come and perform at this year’s concert for free. Target audience: each year, the Rock4AIDS invitation is sent to different international and local bands and musicians. Creative
Execution: Over the years since Rock4AIDS’ launch, we created various invitations to the annual benefit concerts. For example, a guitar without strings, entitled ‘The silence is killing us’. In keeping with the theme of using the medium of rock music to affect a change against HIV/AIDS, we chose to use one of the most used rock instruments, drumsticks, to spread a positive message. Creative Solution: Even though HIV/AIDS spreads like a fire in our country, we believe that a message of hope can spread just as easily. We created giant matchbooks containing drumsticks which can be pulled out and struck, and which can be used during a performance. Each matchbook serves as an invitation to local and international artists to join us at this year’s concert and to help us spark hope.
Results: We received a positive response from three of the four musicians that the invitation was sent to. Plans for the 2011 Rock4AIDS concert are underway.
Advertising Agency: Joe Public, Johannesburg, South Africa Executive Creative Director: Pepe Marais Creative Director: Maciek Michalski Art Directors: Maciek Michalski, Sinome Rossum, Sophia Strydom, Freda Raubenheimer Copywriters: Clint Bechus, Jeanine Vermaak Photographer: David Prior
Adidas came to us with a big challenge: reach the active football-crazed kids (males, 14-19yrs old) who aren’t sitting in from of their TVs. So, we brought the world’s most famous football player, Barcelona’s Lionel Messi, to London. With only four hours allotted, we skipped a TV spot endorsement idea and unleashed him to the public via an adidas-branded helicopter. In the weeks leading up to his arrival, we seeded content and cryptic messages online, hinting where Messi would be. The first stop was Hackney Marshes where local teams were in the midst of a game. The second was Brick Lane in East London where we held an on-street “kit amnesty”. Here fans were able to trade in their old boots for new F50 adizeros whilst shaking hands with Messi. Thousands took photos and videos and shared it throughout the web. We hit 250,000 Facebook feeds, 368,000 tweets, 3.5 million kids and 41% of the UK. And, all this with zero paid-for media.Proof that a unique idea can earn more media than a pre-planned schedule can ever buy.
Brief: We wanted to credit adidas with bringing the world’s best footballer, Lionel Messi, to his fans in a way that would create huge ‘social buzz’, talk and news. Research indicated that this audience was notoriously hard to engage and impress through standard media channels; real life experiences and events are much more appealing to them because they can provide first hand participative experiences that can be used as social currency amongst their peers/ friends.
Within 24hrs we communicated that Messi wears adidas, earned the respect of thousands of our core audience and reached 41% of the UK population, with zero paid-for media.
• 250,000 Facebook feeds
• 368,000 tweets
• 3 blog sites led to 195,264 visitors to adidas & Messi sites
• Strong feature on key social networks – Facebook, YouTube & Twitter
• 93% of all traditional media coverage was positive
• Coverage in traditional media Television, Newspapers & News Websites
• The BBC News website featured a photo report of the event
• Covered in 25 countries around the world
• Facebook and video demographics indicated that those most interested and engaged in the event were our core target audience, 91% Male, 43% aged 13-17 yrs
• 3.5 million young football fans saw the activity through TV & press
The campaign was originally activated online five days before the event itself. Firstly an announcement was made through blogs and social networking sites that Messi was actually coming to London. The second stage of seeding included clues and tips as to the suspected locations Messi would be visiting. The day before his arrival, we widened the net and The Sun and Sky Sports revealed further Messi content and clues as to his likely whereabouts. As Messi touched down at Hackney Marshes, Sky Sports covered the event live online and via TV broadcast. Over the next few hours, Messi’s journey from Hackney Marshes to his final destination in Brick Lane, where he would take part in a boot amnesty with fans, was also shown live. By the time he arrived in Brick Lane, huge buzz had built up and he was received by an enormous crowd of fans.
The Situation: The world’s best and most famous football player, Lionel Messi, made a rare and fleeting visit to London providing an opportunity for adidas to generate a PR campaign associating him with their brand. The problem? adidas only had 4 hours in which to squeeze as much PR activity out of him and create a huge buzz amongst a notoriously hard to impress and engage 14-19 year old male audience, who couldn’t be reached behind their TV or computer screens.
The Strategy: With zero paid for media, we relied on smart seeding of cryptic messages as to Messi’s whereabouts in the capital. We then relied on the word of mouth generated via mobile, our audience’s favourite communication tool, to create hype around Messi’s arrival. Whilst the exact details of Messi’s whereabouts were not released until very shortly before his arrival at Hackney Marshes, the word had spread rapidly online and throughout the capital. Our audience’s propensity to film and upload their own content meant that we could rely on an instant social, peer-to-peer conversation being started as soon as Messi touched down. We managed to create so much hype around Messi’s visit to Hackney Marshes, that a single update on our adidas Facebook page sent thousands of our fans rushing to Brick Lane for the second instalment of our experience.
Advertising Agency: TBWA, London, United Kingdom
Executive Creative Director: Mark Hunter
Creative: Nick Tidball, Steve Tidball, Adam Johnson, Dan Kenny
Senior Account Director: Simon Alexander
Account Director: Maggie Nukk
Head of TV: Trudy Waldron
Agency Producer: Nicholas Kurs
Visual Editor: Tom Haig
Head of Project Management: Darren Howe
Chief Strategy Officer: Indy Saha
Executive Media Director: Phil Nunn
Director: Luke Taylor, Rohan Blair-Mangat, Chris Kelly
Producer: Katie Keith
Event Producer: Richard Dale
Coordinator: Kim Harris
Sound Designer: Dave Robinson
Advertising Agency: Cerebro Y&R, Panama Creative Director: Jorge Heilbron Art Directors: Francisco Bernal, Alberto Weand Ortiz Copywriter: Jorge Heilbron Photographer: Carlos Villareal Published: January 2011
Advertising Agency: DDB, Brazil Chief Creative Officer: Sergio Valente Creative Directors: Sergio Valente, Moacyr Netto, Daniel Bottas, Joao Mosterio, Andre Pedroso, Cassiano Saldanha, Pedro Gravena, Rodrigo Almeida Art Directors: Daniel Bottas, Leo Ehrlich, Marcelo Bruzzesi Copywriter: Moacyr Netto Social Networks: Bruno Tozzini, Fabio Seixas, Steve Pereira, Ariane Garcia Project Managers: Fabio Seixas, Marianna Sanches Digital Inteligence: Patricia Andrade Producers: Marcus Macarroni, Marianna Sanches, Fabio Seixas, Emni Ali Fakih, Diego Lauton, Leo Freitas, Abruzzo Revolux, Sergio Filho Owner of orkut community: Marco Markora Advertiser’s Supervisor: Carlos Tilkian, Aires Fernandes Accounts: Anna Paola Teixeira, Ricardo Zanella
Advertising Agency: JWT, New York, USA Chief Creative Officers: Harvey Marco, Peter Nicholson Executive Creative Director: Andrew Clarke Head of Art: Aaron Padin Art Director: Roy Wisnu Copywriter: Chris Swift Director of Photography: Izzy Levine Director of Integrated Production: Clair Grupp Directors of Production: Nick Scotting, Kit Liset Producers: Paul Charbonnier, John Minze, Tadd Ryan Account Executive: Lindsay Gash Art Buyers: Elizabeth Corkley, Sara Levi Project Managers: Elaine Barker, Jessie Hoyt Photographers: Izzy Levine, Bill Bramswig / Platon Production Company: Cigar Box Studios / Graphic Technology / Uni-Graphic / Print International / Circle Graphics / C2 Graphics Editing House: JWTwo
Advertising Agency: Droga5, New York, USA Chief Executive Officer: Andrew Essex Creative Chairman: David Droga Creative Directors: Neil Heymann, Duncan Marshall, Ted Royer, Nik Studzinski, Kevin Brady Copywriters: Adam Noel, Spencer Lavellee Art Director: Jon Kubik Designer: Jon Donaghy Digital Designers: Piper Derley, Elias Holtz Senior Digital Producer: Andrew Allen Director of Photography: Paul Mcgeiver Digital Producer: Toph Brown OOH Producers: Cliff Lewis, Mea Cole-Tefka Head of Print Services: Rob Lugo Studio Artist: Chris Thomas Director of Digital Strategy: Hashem Bajwa Director of Polygons: Colin Lord Videographers / Editors: Sam Kilbreth, Nick Divers Marketing Manager: Eric Hadley, Ryan Cameron Public Relations Company: Sunshine Sachs & Associates Accounts: Shawn Mackoff, Megan Collins
Advertising Agency: Ogilvy, São Paulo, Brazil
VP Executive Creative Director: Anselmo Ramos
Creative Director: Fred Saldanha
Art Director: Fernando Reis, Izabella Cabral, Olivia Cho
Copywriter: Marcelo Padoca, Fred Aramis
Account Manager: Evandro Guimarães
Account Supervisor: Carolina Vieira
Project Manager: Maíra Quagliato, Emerson Luis Lima da Silva
Motion: Rubens Angelo, Paulo Caldas
Front end engineer: Felipe Rodrigues
Sound Design/Arrangement: S de Samba
Agency Producer: Nana Bittencourt, Maurício Granado
Brief: We developed a promotional campaign, targeted towards innovators and early adaptors in the market, by giving them an opportunity to try out the new innovations by using new innovations. We published a print ad as a test road in Norways leading magazines inviting potential costumers to download an iPhone app and try out the innovations for themselves.
Creative Idea: Volkswagen dealers invited potential buyers to download a free application and told that they could test drive the new Volkswagen Passat in tomorrow’s newspaper. Advanced driving assistance systems and safety solutions can be difficult to explain. Therefore, we let customers try out the innovations themselves, by launching an app that allows them to test drive a car with an ad as a testroad. It was easy for Volkswagen dealers to send out the link to customers that already was Passat owners. By clicking on the dealer button, they found the nearest dealer for a real test drive.
Results: The day after the SMS was sent to potential customers, the application was number one of the downloaded applications in AppStore Norway, in the category Utilities. Volkswagen dealers received hundreds of requests for a real test drive. Anyway. This solution should do more than lead to measurable numbers, it should consolidate Vokswagens position as the most innovative car brand. According to surveys done in the Norwegian market, Volkswagen has increased awareness of their pay off, innovations to the masses. Volkswagen Passat is Norway’s most sold car so far this year.
Advertising Agency: TRY Advertising, Oslo, Norway
Copywriter: Petter Bryde
Art Director: Thorbjorn Ruud
Account Director: Morten Polmar
Account Manager: Cathrine Wennersten
Copywriter: Eva Sannum
Art Director: Markus Lind
Account Director: Ole Hustad
Copywriter: Jonas Grønnern
Account Director: Lars-Kristian Harveg
Mac Designer: Ole Jakob Boe Skattum
Mac Designer: Thomas Braten
Production Company: Mobiento (Mobiento)
Brief: To elevate and protect the Chuck Taylor line through Converse EMEA’S largest activation for Spring 2011. Describe how the promotion developed from concept to implementation: The activity was founded on two concepts: “a blank Canvas for self-expression” and “independent enough not to follow”. Our solution grew out of the successful Converse Flag, a static physical construction of red, white and blue Chuck Taylor’s in the shape of an American flag. The Flag gave us an idea: it’s exciting to turn the shoes themselves into content – but what if instead of one content type we could use them to communicate any engaging experience? The result: The Canvas Shoe Screen – a 4m x 5m screen built of shoes, capable of displaying low-resolution video in real-time.
Results: As this campaign went live on April 29, 2011 we will be updating success results in the coming weeks. Explain why the method of promotion was most relevant to the product or service: Converse, with their strongly analogue image, have only become more popular in the digital era, in part because they’ve remained so focused on delivering engaging brand experiences – with a heavy emphasis on music, art and events. There’s something particularly intriguing about taking an analogue object like a Chuck Taylor All Star and turning it into the vehicle for delivering original digital content. By transforming the shoes themselves into a unique, all-new type of Canvas for self-expression we demonstrated once again the independent thinking embodied by the Converse brand.
Advertising Agency: Perfect Fools, Stockholm, Sweden
Executive Creative Director: Mark Chalmers/Tony Högqvist
Copywriter: Patrick Gardner
Art Director: Niklas Karlsson
Film Director: Karl Nord
Motion Designer: Martin Hammarberg
Director of Photography: Oskar Lundgren
Photographer: Alexander Radsby
Technical Director: Björn Kummeneje
Developer: Mattias Hallqvist
Developer: Mikael Lundmark
Account Director: James Goode/Patrick Gardner
Executive Producer: Fredrik Heghammar
Planner: Michael Aneto
Producer: Markus Björk
Producer: Patrik Sundberg
Installation production: Checkland Kindleysides
Brief: Most people in Belgium know that Korean car brand KIA gives a 7-year warranty on all its models. That’s a good thing. But, a lot of them think 7 years warranty is too good to be true and that there must be a catch. That’s a problem. If people don’t believe your advertising message then regular advertising is insufficient. A different approach was needed. One where traditional advertising was supported by editorial content and especially a lot of word of mouth.
Creative Execution: Everybody got reminded that only KIA gives 7 years warranty. And that, although it sounds too good to be true, it is in fact 100% true and that there is no catch. Describe the creative solution to the brief/objective. We used the one thing that could prove the warranty is genuine and that there is no catch: a lie detector. Legal connections, an official lie detector company, hooked the CEO of KIA Motors, up to their lie detector. Consumers could then ask him any questions they had about the 7-year warranty during a live online session. Both Benoit’s answers and the test results were streamed directly to the website. This very special stunt was communicated through newspaper ads, banners and a press release telling everyone that an actual CEO would be undergoing a live lie detector test.
Results: Everybody got reminded that only KIA gives 7 years warranty. And that, although it sounds too good to be true, it is in fact 100% true. The event was picked up by countless blogs and got featured in newspapers and magazines. And as a result created a lot of buzz in the streets. The campaign’s impact according to independent media company Scripta® :
Brand recognition: 42% (instead of 32% sector average)
Attribution: 73% (instead of 62% sector average)
Resulting in an Effectiveness Rating of 31% (instead of 20% sector average)
And last but not least: An impressive credibility of 80%.
Advertising Agency: LDV United, Antwerp, Belgium
Creative Director: Kristof Snels
Copywriter: Pieter Staes
Art Director: Manuel Ostyn
Client Service Director: Ann Hostens
Account Executive: Tim Janssens
Online Strategic Planner: Kristof Janssens
Strategic Director: Henk Ghesquière
Producer: Maarten Debulpaep
Photographer: Geert de Taeye
Online production: Bregt Rogiers
Communications Manager / Public Relations Manager: Marc Coopmans (Kia Motors)
Brief: In Australia, you can’t lend your mate your car unless you nominate them on your insurance policy first. Unless you’re with NRMA Insurance. Our strategy: to let both existing customers and potential new customers know that if you insure with NRMA, anyone is covered when they drive your car.
Creative Execution: Our client is the only insurer in Australia to cover anyone who drives your car. So, what better way to bring that product point to life than to prove it by getting the entire country to share a car? After all, they’re the only brand in the country who could ever attempt such a feat. Not surprisingly, this is a world first. Describe the creative solution to the brief/objective. We gave a guy a car on the condition that he shared it with the entire country (21 million people). We fitted it with cameras. Every time someone flagged down the car and drove it, we got more film content. This then generated content that we made into TVCs. Consumers could locate the car on Twitter, Facebook and radio. Tom could run but he couldn’t hide. We integrated a competition in which consumers could win their own car skinned with the profile pictures of their Facebook friends (who they’d share it with). This drove more traffic into the promotion/campaign hub.
Results: The campaign was extremely successful, garnering more leads than ever before. In the first 9 weeks 3,325,853 Australians engaged with the campaign. To put that in perspective, Australia’s entire population is less than 21 million. So that’s 1 in every 7 Australians. Of that figure, 1,969,249 were web visits (+16%), 324,408 were sales calls (+25%) and 1,032,196 were face to face branch visits (+11%). And with a conversion rate of 24% we sold over 800,000 car insurance policies.
Advertising Agency: WHYBIN\TBWA, Sydney, Australia