We turn youtube into branded music instrument creating Glass Piano that allows everyone to play glass harp online.
Advertising Agency: Grey G2, Kiev, Ukraine
Interactive Creative Director: Andrew Ushakov
Art director: Andrew Ushakov
Copywriter: Ilya Starkov
Designer: Igor Mihaylenko
The Village is a magazine that focuses on city’s life, its infrastructure and transportation. In Moscow traffic incidents are one of the critical problems that takes away thousands of people’s live annually. In fact, in spite of car accidents happening daily, they come unnoticed by the majority. Why? Because all their consequences and traces are quickly taken care of and cleaned. So only a few passers-by and drivers can see the deformed cars, the injured and the bodies of the dead people. To attract people’s attention to the critical problem of traffic safety we launched the Death Revealer campaign. We developed an iPhone app Death Revealer that enables one to become instantly aware of all road traffic incidents that ever happened in the city – thanks to GPS, Google Maps and augmented reality. To release our App we developed an ambient program featuring the classic white outlines with red QR code.
Advertising Agency: Leo Burnett, Moscow, Russia
Creative Director: Mikhail Kudashkin
Creative Interactive Director: Grigory Sorokin
Art Director: Mikhail Derkach
Interactive Designer: Andrey Sergeev
URL: http://demo.fb.se/e/ikea/comeintothecloset2/site/default.html
F&B invites you to play around inside IKEA’s music-driven closet. Though it’s currently all in Swedish, Forsman & Bodenfor’s innovative site for its continuing campaign for native furnishing operation IKEA is still visually pleasing and audio-friendly enough for anyone in the world to enjoy. A sequel of sorts to its original “Come into the Closet” campaign from two years ago, F&B’s latest site for the IKEA brand is essentially controlled by sound and music via mouse and keyboard. Hit the Enter or Spacebar key and enjoy the twittering motions of the rooms’ guests with the drum machine link and bust out your own tune or upload MP3s from your files to create the soundtrack of home life. There are five different rooms to fiddle around in, and if you have a microphone connected, you can also shout or make any kind of sound and the characters on the website will move around to those sounds accordingly.
Advertising Agency: Forsman & Bodenfors, Sweden
Web Director: Mathias Appelblad
Copywriter: Fredrik Jansson
Art Director: Anders Eklind
Designers: Anton Robsarve, Christoffer Persson
Agency Producer: Peter Gaudiano, Charlotte Most, Asa Jansson
Production Company: Chamdin/Stohr, Kokokaka
Director: Amir Chamdin
Director of Photography: Gosta Reiland
Music: Dead Mono
Advertising Agency: Thinkmodo, New York, USA
Creative Directors / Copywriters / Director / Producer: James L. Percelay, Michael Krivicka
Videographer: Tom Graney
Actress: Mia Van De Water
Advertising Agency: Publicis, Israel
Creative Director: Bechor Bar-tur
Copywriters: Ilay Rotem, Guy Solomon
Designer: Yuval Zehavi
Social Media Manager: Idan Kligerman
Facebook page Manager: Li-Or Carmi
Programming: Yacov Zoaretz
Project Manager: Erez Nativ
Account manager: Ayala Levi
Supervisor: Danit Raz
“With just a finger, you can also test for HIV”
URL: http://www.sexyfingers.org
The new AIDES campaign, all about rhythm and technicolor is acting as a decisive argument for an important matter: Rapid HIV testing (results in 20 minutes or less) . Full of colors, energy, and originality, the message is simple: one finger is enough to play, but also to get tested for HIV. Advertising Agency: JWT Paris, France
Creative Director: Ghislain de Villoutreys
Art Director: Elodie Matyjasik
Illustrator: Jean-Michel Tixier
TV Production: Charlotte Saint-Paul
Music: Flairs
Production: Frenzy
Website: Anonymous
Published: July 2011
URL: http://www.stillforjapan.com/
Advertising Agency: McKinney, Durham, USA
Creators: Paul Davis, Andrew Quay, Ernesto Campabadal, Joe Hall, Sarah Kraus
Art Directors: Karla Mickens, Rob Resella, Amy Matheu
Copywriters: Tedd Wood, David Sloan
Creative Technologist: Jake Mitchell
Producers: Ben Eckerson, Peter Nelson, Michael Ross
Developer: Matt Hisamoto
Animator: Scott Gaston
Sound Design: Michael Montes
Client: Kaede Seville
URL: http://www.racet.nu/?lang=eng
We wanted to engage a new younger audience in horse racing. So we invented The Race – The world’s most emotional game. The Race is a realtime multiplayer game where you compete against up to five other people on the net. But we wanted to involve more senses than usual to create an emotional response. In gameplay you can therefore use your voice (through the built-in microphone) to cheer your horse forward. We have also used the webcam to create an unusual photo finish where people can easily share evidence of their emotional response to the game with others. The design is inspired by the classic/retro Kentucky Derby which could be found at fun fairs in the past. Advertising Agency: Åkestam Holst, Sweden
Art Director: Björn Gustafsson, Jesper Holst
Copywriters: Patrick Dry, Mark Ardelius, Anders Byström
Digital Producer: Alex Picha
PR-Director: Martin Cedergren
Planner: Mikael Grenros
Production Manager: Ikka Norberg
Account Executive: Nico Hasselström
Speaker: pdhubba
Digital Production: From Stockholm With Love
Sound Production: Plan8
Producer: Alex Picha
Director: Nisse Axman
Director of Film / Photography: Oskar Törnros
Brief Explanation: This important and unsettling film was developed to question the ambiguities around the issue of consent and ask the viewer “Where is your line?”. The objective of the film was to raise awareness of The Havens, a London based Crisis Centre that helps rape and sexual assault victims, and to foster debate amongst young people about what constitutes rape. The film follows a survey commissioned by The Havens, which revealed that almost half of men aged between 18-25 do not think it’s rape if the person changes their mind during sex and that over 5% of young men reported that if they thought the woman was drunk that they would try and have sex with her even if she said no. The film shows a young girl and boy meeting at a party. As the young girl gets steadily more drunk, the film works by inviting the viewer to click when they feel that the line has been crossed by the young man. Once the viewer clicks on the film, a line is drawn for them and statistics from the survey are revealed. The statistics used relate directly to the images being shown – i.e. kissing, touching, being drunk, pushing away, crying etc. The viewer is then invited to continue watching the film to its conclusion. If the viewer watches the film to the end without clicking on the screen, the titles reveal that they have in fact ‘crossed the line’ and that ‘if there’s no consent, it’s rape’. The interactive element was therefore a way of handling the dilemma over to the viewer. For the limited budget available to The Havens, it was decided that YouTube would be the best platform through which the target market of 18-25 year olds could be reached. The launch was also supported on Facebook and Twitter. Without any funding for seeding, to date it has received 160,000 hits online. It is also being supplied as a DVD package to London schools as part of a Havens outreach programme.
Advertising Agency: Youth Club, London, United Kingdom
Creative Director: Steve Cook
Art Director: Sara Dunlop
Copywriter: Sara Dunlop
Production Company: Rattling Stick
Director: Sara Dunlop
Producer: Stuart Bentham
Editor: Bill Smedley
Animation: Darren Groucutt
Daniel moved from Italy to LA 2 years ago. He is very passionate about acting, photography and videos, but he doesn’t like to work very much. One day his girlfriend threaten him “You find a job or I’ll dump you!”. He took up the challenge and to show her that he is not such a layabout he set a new record in changing jobs: 14 different Jobs in just 24 days!
Advertising Agency: Mosaicoon, Palermo, Italy
Creative Director: Juan Serrano Ortiz
Copywriter: Nicolas Bartleby
Agency Producer: Spela Marincic
Head of Seeding: Marco Imperato
Stylist: Roberto Pagnotta & Daniela Colajanni
Photography director: Igor Scalisi
Editor and Post Production: Manuela Di Pisa
Published: June 2011
Advertising Agency: glow, Berlin, Germany
Creative Director: Johannes Krempl
Graphics: Edouard Arslan
Volkswagen opposes key European laws that we need if we’re going to save our planet from climate change. All is not lost. We feel the good in Volkswagen.
Help us turn VW away from the Dark Side. Join the rebellion: http://vwdarkside.com/en
Brief Explanation:
A car calendar without cars! The calendar showed only high-quality landscape photos. In order to experience the cars, the user had to download an iPhone app. Using augmented reality, one could then bring out the cars onto the landscapes, with sounds, animations and all!
Describe the brief from the client:
The brief was to develop a calendar for Audi clients. The calendar should differ greatly from other car calendars and position Audi as innovative and modern.
Description of how you arrived at the final design:
When Audi introduces a car calendar, that calendar has to be just as innovative as the brand itself. Audi should not merely say “Vorsprung durch Technik” (Leading through technology) but prove it as well.
Indication of how successful the outcome was in the market:
25,000 calendars were sent out. So far, the app has been downloaded 23,448 times. This means that most of the people who received a copy of the calendar have downloaded the app to experience “Vorsprung durch Technik” in a new dimension. Audi received numerous response mails from enthusiastic clients. Just one person obviously didn´t get it. He wrote an e-mail saying thank you for the lovely landscapes.
Advertising Agency: Neue Digitale/Razorfish , Germany
Managing Director: Sven Kuester, Sascha Martini
Creative Director: René Lamberti, Fabian Roser
Art Director: Kathrin Laser
Copywriter: Stephan Deisenhofer
Concept: Steffen Staeuber
Copywriter: Alexander Ardelean
Designer: Bartosz Elsner
Designer: Florian Uihlein
Interactive Designer: Jens Lembke, Julien Pietri
Programmer: Dennis Hantke, Dirk Tech
Technical Manager: Mathis Moder
Technical Director: Paul Schmidt
Account Manager: Kristina Klein, Dorte Luecker
Animator: David Loehr
Advertising Agency: The Social House, Ireland
Creative Directors: Colin Hart, Jonny Pittard
Photography: PJ Dillon
Brief Explanation:
Our aim was to create an experience that engages with the band’s young & tech savvy fans in a new way, and find a way to allow them to become a part of the video itself. Another challenge was to overcome the $0 budget. We used the crowd funding service ‘Kickstarter’ and successfully raised the $5,000 to use for the production. This was actually a nice way to start involving the core fans of the band and create an early buzz about the new video release.
Describe the brief from the client:
The brief was to come up with a new music video for the song ‘MIRROR’ by the Japanese indie band SOUR.
Description of how you arrived at the final design:
The song Mirror sings about the fact that everyone around you is a mirror that reflects who you are. This gave us an idea of a journey to find yourself through your connections with the people online. So we created an interactive music video, which gives every single viewer a different customized experience by connecting to their Facebook, Twitter & webcam. You can also add yourself into the video by following @SOUR_official on Twitter. Please try the experience for yourself at http://sour-mirror.jp.
Indication of how successful the outcome was in the market:
When the site was launched, it gained over 150,000 viewers in just the first 3 days. Average time spent on the site was more than 3 minutes, which is an amazing number for a microsite. This music video has gained SOUR a lot of free PR on renowned news sites and blogs. 2/3 of the visitors were accessing from outside of Japan, proving that this video has created buzz around the world, which is a big achievement for a Japanese indie band.
Advertising Agency: Masashi, Qanta, Saqoosha, Hiroki, Tokyo, Japan
Creative Director/Director: Masashi Kawamura
Technical Director/Director/Programmer: Qanta Shimizu
Director/Programmer: Saqoosha
Director: Hiroki Ono
Programmer: Yuma Murakami
Film Producer: Yasuhito Nakae
Film Producer: Hisaya Kato
Film Project Manager: Hidetoshi Nagamine
Musician: Sour
Describe the campaign/entry: For more than 125 years, Mercedes-Benz stands for a certain ambition: The best or nothing. Last year this principle of the founder Gottlieb Daimler became the new claim of the brand. To make this principle come alive, we sent street photographer and performance artist Stefan Gbureck on a journey hitchhiking with Mercedes only. The pictures and stories of the 17-day trip were shared on Stefan’s Blog. He portrayed the drivers and their cars and showed the results to an even bigger audience after his trip on his very own exhibition. Stefan was invited to event shows and published a photo book with all the stories and pictures. Stefan’s journey was followed by thousands of readers on his blog. Additionally, the exhibition and the photo book made his story accessible to an even larger amount of people.
Bloggers commented on the project and the high ambition of a hitchhiker travelling with Mercedes only. The project was always related directly to the new claim “The best or nothing”. As “Tramp a Benz” supported the brand communication, it helped to raise the recognition of the claim “The best or nothing” from 0% to 42% in 2010.
Describe the brief from the client: The goal was to show – what’s so special about the new claim of Mercedes-Benz “The best or nothing”. What it means on the road, where it has to prove itself every day. And to talk about “The best or nothing” with people who know what this ambition feels like: Mercedes drivers.
Results: Stefan’s journey was followed by thousands of readers on his blog. Additionally, the exhibition and the photo book made his story accessible to an even larger amount of people. Bloggers commented on the project and the high ambition of a hitchhiker travelling with Mercedes only. The project was always related directly to the new claim “The best or nothing”. And as “Tramp a Benz” supported the brand communication, it helped to raise the recognition of the claim “The best or nothing” from 0% to 42% in 2010. “The best or nothing” campaign was the main topic for days, with the photo book being downloaded 1000 times and Facebook fans rose to 2.5million.
Execution: In one of the coldest Decembers Berlin ever witnessed, street photographer and performance artist Stefan Gbureck set out on a journey with no destination but one goal: to travel with “The best or nothing”. Which in this case meant – no ifs, no buts – just in Mercedes cars. And the Mercedes community didn’t let him down. Online, where they encouraged him to keep it up. And on the road where he found the friendliest, craziest, most stereotypical and most offbeat Mercedes drivers you could imagine. The pictures and stories of the 17-day trip were shared on Stefan’s Blog. He portrayed the drivers and their cars and showed the results to an even bigger audience after his trip on his very own exhibition. Stefan was invited to event shows and published a photo book with all stories and pictures.
The Situation: For more than 125 years, Mercedes-Benz stands for a certain ambition: The best or nothing. Last year this principle of the founder Gottlieb Daimler became the new claim of the brand.
The brief was to make this principle come alive.
The Strategy: The strategy of “Tramp a Benz” was to create a dialogue about “The best or nothing” in Social Media and non traditional media types by telling a very simple story: Germany’s most famous hitchhiker hitchhikes with Mercedes-Benz only. And to bring Gottlieb Daimler’s maxim from the year 1886 to life. Prove it in real life. And show how relevant “The best or nothing” still is today.
Advertising Agency: Jung von Matt, Hamburg, Germany
Chief Creative Officer: Armin Jochum, Goetz Ulmer, Thimoteus Wagner
Public Relations/Executive: Joachim Kortlepel
Art Director: Tilman Gossner
Copywriter: Torben Otten, Georg Baur
Account Supervisor: Sven Doerrenbaecher, Sonja Stockmann
Account Manager: Ann-Kathrin Geertz
Agency Producer: Jannik Endemann
Designer/Illustrator/Typographer: Daniel Gumbert
Photographer: Stefan Gburek
Animation Company: M.A.R.K 13
Film Production/Cinematographer: Viviane Blumenschein
Post Production: Florian Panier
Editorial Office: Boris Woehlecke
Technical Supervision: Anna Lena Schlieper
Advertising Agency: Publicis Brussels, Belgium
Creative Directors: Paul Servaes, Alain Janssens
Art Director: Daniel Vandenbroucke
Copywriter: Kwint De Meyer
Digital Account Director: Nadia Dafir
Account Manager: Michael Ogor, Nathalie Tavernier
Agency Producer: Dominique Ruys
Strategy: Tom Theys, Vincent D’Halluin
Webdesign: Denis Evlard / www.reed.be
Sound Studio: Think’n Talk
Photography: Getty Images
Translation: Fabrice Storti, Richard Welss
Describe the brief from the client: Romania’s ROM chocolate bar is the traditional Romanian chocolate that we all grew up with. Launched in 1964 with the Romanian flag on its wrapper, it enjoys 95% brand awareness, yet its share and volume were plummeting with only 14.5% of people listing it as their favourite brand. ROM had an ageing, nostalgic consumer base and was losing ground with the young generation. In a category in which success means continuously attracting younger fans, ROM’s nationalistic values were a disadvantage. How could ROM, a chocolate bar bearing the Romanian flag, gain appeal to youngsters with few national values?
Describe how the promotion developed from concept to implementation: Youngsters prefer ‘cool’ American confectionery brands (Snickers and Mars) to ROM. Our solution was not to fight against, but to join them and thus challenge the young Romanians’ national ego. We triggered a public debate about national values by launching a limited edition of an ‘American’ ROM – same product, same price, but branded with the US flag. We put the product in stores, encouraged sampling, announced the change in media, and stirred the debates. After one week, we made the reveal: the old ROM was back as Romanian as ever, while the American ROM became a collector’s item.
Describe the success of the promotion with both client and consumer including some quantifiable results: The campaign reached 67% of Romanians and generated €300,000 of free publicity. The online response was phenomenal: in six days, ROM’s website had 75,000 unique visitors; Facebook fans rose by 300%; supporters launched petitions and organised a flash-mob in Bucharest. All brand image indicators exploded, especially ‘ROM is a brand for me’, which more than doubled – a 124% increase. ROM outperformed the market, with 20% growth (compared to 8.2% category growth) in the most relevant channel, hypermarkets, while the American ROM was sold out. Most importantly, ROM ousted Snickers to become Romanians’ favourite chocolate bar (79% increase of the indicator).
Explain why the method of promotion was most relevant to the product or service: This campaign made ROM the first brand that had the courage to test and play with people’s national ego on a national scale. We took away something people were taking for granted: the national flag from the most traditional chocolate bar, Rom. We knew that although young Romanians tend to be negative about themselves and their country, their patriotism returns when challenged. This ‘reactive patriotism’ underpinned our ground-breaking campaign that challenged young people’s national ego in order to re-establish ROM as a cherished
Advertising Agency: McCann Erickson, Bucharest, Romania
Creative Director: Dinu Panescu
Group Creative Director: Group Creative Director, Catalin Dobre
Art Director: Ionut Cojocaru, Florin Florea, Andra Badea
Art Director Online: Laurentiu Stere
Account Director Online: Cristina Birleanu
Account Director: Ruxandra Savulescu
Results and Effectiveness: The goal was 10,000 coupon downloads over 3 months. Week one, we got 13,707. We collected over 2.5 million Likes from users, 20,000 new Facebook friends, and chicken orders went up 30% almost immediately. According to the cable company, in the first month 1 million households tuned in and stayed tuned in for an average of 8.2 minutes. It was the number 2 trending topic on Twitter and has earned over 36 million free media impressions. Tons of earned media with skyrocketing sales, and we even created a new revenue stream for cable companies. What more could you ask for?
Creative Execution: Our solution was a TV channel dedicated to showing delicious rotisserie chicken 24 hours a day, 7 days a week. The campaign began with a teaser video, posted to youtube.com and swisschalet.com. The next day a press release went out to the subscriber website Media In Canada. After the press release hit, word was spreading. “Swiss Chalet” and “rotisserie” both became trending topics on twitter. We responded instantly and used what the public was saying about the rotisserie channel to create a new online video, showcasing quotes from actual tweets. Next came the TV, newspaper, online, and billboard campaign. Simultaneously, people across the country were seeing a television spot, banners ads, and in some cities they saw print ads and billboards as well. All of that culminated in the actual airing of the channel, at which point coupon downloads and sales both skyrocketed.
Insights, Strategy and the Idea: Founded in 1958 and with 300 restaurants across the country, Swiss Chalet is a Canadian institution. People across the country identify it with delicious rotisserie chicken. But how do we push that thought even further into the public consciousness? We give rotisserie chicken something that’s never been done before – it’s own cable channel. We bring it into the homes of people across Canada and make it famous. Its relevance to Swiss Chalet is unquestionable. In Canada, Swiss Chalet owns rotisserie chicken. How was it relevant to the target audience? It put an end to that age-old question “what do you want to watch?”
Advertising Agency: BBDO, Canada
Executive Creative Director: Carlos Moreno, Peter Ignazi
Art Director: Doug Bramah, Sungho So, Alice Blastorah
Copywriter: Frank Macera, Kurt Hagan
Agency Producer: Tracey Azzopardi
Production House: Radke Films
Director: Craig Brownrigg (Radke Films)
Production House Producer: Miriana DiQuinzio
Cinematographer: Tico Poulakakis
Editing House: Ricochet Post production
Editor: Gord Koch
Art Director: Jonathan Guy
Copywriter: Johnny Pavacic
Flash Developer: Edward Ayoub
URL: http://www.every80seconds.com/
Every 80 seconds there is a house fire in America. It¹s the number one disaster the Red Cross responds to ‹ providing comfort and aid to fire victims. So as part of Red Cross Month (March) every80seconds.com was created to give people a virtual taste of what living through a real house fire is like. Launched through Facebook, and supported with rich media takeovers and print, the site burns your Facebook photos to simulate a fire’s aftermath. It then invites visitors to help by making a Red Cross donation, or by spreading the message through their social networks.
Advertising Agency: Y&R, Chicago, USA
Chief Creative Officer: Bob Winter
Creative Director: Chris Cancilla
Art Director: Grant Simpson
Copywriter: Jeff Oswald
Developer: Lynn Hurley
Director of Production: Matt Witt
Planner: Pete Talaba
Producer: Kyle Welter
Account Executive: Natalie Nowak
Published: March 2011
Did you know that 1 in 3 invoices in Belgium are paid late? That puts us near the top in Europe. But from now on invoices will never go unnoticed again. Introducing: the crying invoice.
Advertising Agency: Duval Guillaume, Belgium
Advertising Agency: ageisobar, São Paulo, Brazil
Creative Director: Carlos Domingos
Art Director: Fuku, Henrique Mattos
Copywriter: Charles Faria, Daguito Rodrigues
