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
Advertising Agency: Publicis, Dallas, USA
Chief Creative Officer: Rob Feakins
Executive Creative Director: David Corr
Group Creative Director: Bertrand Garbassi
Creative Director: Kat Keeley
Copywriter: Yuri de Castro
Art Director: Adalberto Santana
Photographer: Pict Estudio
Art Buyers: Lucy Raimengia, Samantha Jaffoni
Print Producer: Kristan Gabriel
Advertising Agency: Publicis, Amsterdam, The Netherlands
Creative Director: Marcel Hartog, Jeroen van Zwam
Art Director: Hans Bolleurs, Billy Witbraad
Copywriter: Vanessa Burgmans
Photographer: Red Larry Yellow Larry, Andreas Raumoberbayern, Xavi Llopart, Ulrich Nottroot, James Leftwich
Digital Artist: Brannie Agterhof
Digital Artist: Janneke Koning
Advertsing Agency: Saatchi & Saatchi, Cape Town, South Africa
Creative Director: Gavin Whitfield
Art Director: Gareth Cohen, Amelia Smit
Copywriter: Alex Goldberg
Digital Artist: Masters & Savant
Photographer: Images of Africa
Our objective was to increase sales of milk within a cynical teenage demographic by helping make it more socially acceptable. We wanted to make milk cool. Knowing that traditional 30-second television commercials would be lost on our jaded, media-soaked audience, we created quick, fun, and strangely animated mini-commercials called “Dot Spots” that each highlighted a single health benefit of milk in only five seconds. To date, we have created nearly 200 of these individual Dot Spots, keeping the campaign continually fresh and unexpected.
Advertising Agency: Due North Communications, Toronto, Canada
Creative Director: Karen Howe
Art Directors: Shawn Wells, Yilma Campbell, Mike Jones
Copywriters: David Gee, Sarah Watton, Dave Pigeon, Sam Zivot
Production Company: Hear Gear
Advertising Agency: TBWA\Hunt\Lascaris\Cape town, South Africa Creative Director: Liezl-Mari Long Art Directors: Jessica Rohrer, James White Copywriter: Dylan Rohleder Illustrators: Jessica Rohrer, James White Production: Tina Southgate Production: Robert George Client Service: Khanyisa Guga
Advertising Agency: Ogilvy, Johannesburg, South Africa Executive Creative Director: Fran Luckin Creative Director: Mike Martin Art Director: Alexa Craner Copywriter: Irene Styger Agency Producer: Liske Van Tubbergh Production Company: Bouffant Director: Erik Van Wyk Producers: Shannon Gloyne, Melina McDonald Executive Producer: Melina McDonald DOP: Tim Pike Sound: Universal/”Your Song” original by Ellie Goulding/Louis @ Produce Sound Post Online: Sinister Post/Pudding/Blade Post Offline: Upstairs Post
