Cannes Lions 2009 - Бронзовые призеры в номинации Media Lions (3 часть)

SENDING REAL GREETING CARDS

Type of Entry:	Product & Service
Category:	Commercial Public Services
Title:	SENDING REAL GREETING CARDS
Advertiser/Client:	JAPAN POST SERVICE CO
Product/Service:	MIXI NEW YEAR'S GREETING CARD
Entrant Company:	HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN
Media Agency:	HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN

Creative Credits

Name	Company	Position
Keitaro Sato	Hakuhodo Dy Media Partners Inc.	Producer
Kentaro Iinuma	Hakuhodo Dy Media Partners Inc.	Producer
Kensuke Joji	Hakuhodo Dy Media Partners Inc.	Technical Director
Atsushi Paulo Kobayashi	Hakuhodo Dy Media Partners Inc.	Account Executive
Kazuhiro Suda	Hakuhodo Inc.	Creative Director
Tomohiko Hayashi	Hakuhodo Inc.	Director
Katsuhiko Ono	Hakuhodo Inc.	Account Director
Sojiro Sato	Hakuhodo Inc.	Account Exective
Akihiro Sugishita	Hakuhodo Product's Inc.	Account Executive
Yasuto Hara	Hakuhodo Dy Intersolutions Inc.	Account Executive
Azumi Maruyama	Hakuhodo Dy Intersolutions Inc.	Account Executive
Tetsu Nishimura	Japan Post Service Co./Ltd.	Marketing Manager
Akinori Harada	Mixi/Inc.	Media Producer
Hirokazu Sakairi	Mixi/Inc.	Media Producer
Natsuko Nishimura	Mixi/Inc.	Media Producer
Jun Morimoto	Mixi/Inc.	Technical Director
Takahiro Mayumi	Mixi/Inc.	Technical Director
Ryota Okada	Shake Inc.	Art Director
Takuya Kawai	Himanainu Inc.	Director
Kentaro Okada	Mail De Gift. Co	Technical Director

Results and Effectiveness:

Website hits topped 3.3 million UU and 18 million PV. Sign-up for the service vastly exceeded expectations: over 700,000 New Yearв?Ts greeting cards were sent not only within Japan but from 167 countries. 70% of the people who used this service were in their 20s and 30s, proving that we effectively connected to our target. Through television, magazine and newspaper coverage nationwide, we reached 60 million people, which converts to a media fee value of 1.2 billion yen.

Creative Execution:

Using SNS's API, we developed a service that enabled Mixi members to send a real-world New Yearв?Ts greeting card via the postal system to online friends even if they donв?Tt know their name or address. The system greatly appealed to people who were most comfortable with digital communication, but felt the desire to expand their online friendships to the real world. To solve the client's objective, media agency and media company collaborated in the development of a new system which opens doors for online users and has become a new model for business revenue. Moreover, this new online business model is promising as Intellectual Property with various potential business uses.

Insights, Strategy and the Idea:

The exchange of New Yearв?Ts greeting cards is a 1000-year custom in Japan. But today, especially among young people, it is declining. Our marketing objective was to boost the sales of greeting cards by reviving the tradition among the current generation, which grew up communicating by email rather than handwritten letters. Knowing well that we could not roll back time and simply advertise our way to success, we aimed instead to create a new system for exchanging greeting cards that would be relevant to young people. We did so by collaborating with Japanв?Ts largest SNS, Mixi. Unlike large western SNS, Mixiв?Ts membership is anonymous. This was the source of our insight: Mixi members develop very close online friendships, but they typically do not know each otherв?Ts real-world identity. By offering them a chance to strengthen their friendships, we were able to promote New Yearв?Ts greeting card sales.

TREEHOUSE RESTAURANT

Type of Entry:	Product & Service
Category:	Commercial Public Services
Title:	TREEHOUSE RESTAURANT
Advertiser/Client:	YELLOW
Product/Service:	YELLOW PAGES
Entrant Company:	COLENSO BBDO Auckland, NEW ZEALAND
Advertising Agency:	COLENSO BBDO Auckland, NEW ZEALAND
2nd Advertising Agency:	AIM PROXIMITY Auckland, NEW ZEALAND
Media Agency:	STARCOM NEW ZEALAND Auckland, NEW ZEALAND

Creative Credits

Name	Company	Position
Nick Worthington	Colenso BBDO	Executive Creative Director
Steve Cochran	Colenso BBDO	Creative Director
Dave King	Aim Proximity	Creative Director
Anne Boothroyd	Colenso BBDO	Creative
Tony Clewett	Aim Proximity	Creative
Aaron Goldring	Aim Proximity	Creative
Maria Lishman	Colenso BBDO	Creative
Nick Worthington	Colenso BBDO	Creative
Steve Cochran	Colenso BBDO	Creative
Dave King	Aim Proximity	Creative
Paul Courtney	Colenso BBDO	Project Manager
Matthew Pickering	Aim Proximity	Account Service
Ngaio Pardon	Colenso BBDO	Account Service
Victoria Pether	Aim Proximity	Account Service
Karen Boulton	Aim Proximity	Account Service
Krystel Houghton	Colenso BBDO	Account Service
James Hurman	Colenso BBDO	Planner
Nigel Sutton	Colenso BBDO	Agency TV Producer
Stephen Langdon	Reload	Photographer
Michael Reihana	Mike Ltd.	TV Production Company Producer

Results and Effectiveness:

We achieved 61% awareness of the campaign from a media spend of only NZ$400,000. We generated an estimated 3.5 million in added media coverage. Including being featured in newspapers, on radio talkback, television news and magazine shows, in over 60 international magazines, and on more than 20,000 websites. We attracted 220,000 visitors to our website averaging 5 minutes per visit. We lifted unprompted brand recall up by 37%. Perceptions of the Yellow brand were enhanced significantly. This campaign was 88% more efficient than any previous Yellow campaign.

Creative Execution:

We decided to challenge someone to build a restaurant in a tree only using Yellow Pages to make it happen. We picked Tracey, an unknown accordion player from 200 applicants, and based her in a redwood forest with Yellow books, a laptop and mobile phone. Over 3 months she worked with more than 65 Yellow listed companies to build a tree house restaurant. We documented the whole event and kept New Zealand updated with TV, outdoor and a website. Tracey even opened the restaurant and more than 2000 people enjoyed the experience of dining there in its first month.

Insights, Strategy and the Idea:

Yellow say they can help anyone get any job done - we wanted to prove it, to both consumers and advertisers alike. But in proving it we also wanted to change perceptions that Yellow Pages is just a yellow directory book. But that with Yellow online and mobile tools, it is a relevant and modern service, more useful today than it has ever been. So we chose to do an ultimate product demonstration, one that would capture the imaginations and attention of both consumers, advertisers and the media, and make them think differently about Yellow.

THE DINOSAUR EXHIBITION

Type of Entry:	Product & Service
Category:	Travel, Entertainment & Leisure
Title:	THE DINOSAUR EXHIBITION
Advertiser/Client:	THE GRIGORE ANTIPA NATURAL HISTORY MUSEUM
Product/Service:	THE GRIGORE ANTIPA NATURAL HISTORY MUSEUM
Entrant Company:	LEO BURNETT & TARGET Bucharest, ROMANIA
Advertising Agency:	LEO BURNETT & TARGET Bucharest, ROMANIA

Creative Credits

POKER ISLAND

Type of Entry:	Product & Service
Category:	Travel, Entertainment & Leisure
Title:	POKER ISLAND
Advertiser/Client:	BWIN
Product/Service:	ONLINE POKER
Entrant Company:	MPG ITALIA Milan, ITALY
Advertising Agency:	ARNOLD WORLDWIDE ITALY Milan, ITALY
Media Agency:	MPG ITALIA Milan, ITALY

Creative Credits

Name	Company	Position
Maurizio Bertoli	MPG	Client Service Director/Buying Vp
Guido Surci	Havas Media	Vp Strategy/Development
Maurizio Maresca	Arnold	Ceo
Federica Casagrande	Sky Italia	Marketing Dept.

Results and Effectiveness:

Our gamble paid off. The event generated a huge presence both on main and niche poker sites as well as online TV guides and stations covering poker tournaments: в?ў 720,000 impressions, 70% men в?ў Viewers spent an average of 20 minutes engaging with the brand в?ў 350,000 players in the online tournament в?ў Over 27,500 online games в?ў Bwin market share increased from 3.6% to 6.5% with just 2% share of investment vs. the competition в?ў The Poker Island audience was 62% higher than the SkySport average

Creative Execution:

We developed an online tournament в?" Bwin Poker Island Challenge в?" that became a casting call for a chance to play on the ultimate stage: a Mediterranean villa on an island paradise, complete with an infinity pool. We turned the challenge into a hit reality TV show Poker Island. TV cameras followed the eight finalists on their exclusive championship weekend, transforming them into stars of their own poker program. Six one-hour episodes were part of Sky Italiaв?Ts sports schedule. During the day players battled it out for the final prize of a spot in the reputed Aussie Millions Poker Championship. But at night they played hard enjoying adventures, nightlife and the in-house chef. Our unique online/offline tournament was promoted through TV, Internet and print. Poker Island aired December 5th, 2008 - January 12, 2009 as Bwinв?Ts logo maintained maximum visibility throughout the program and on all TV guides.

Insights, Strategy and the Idea:

Online poker was legalized in Italy in September 2008. Due to widespread publicity, offline poker grew from 480,000 players in 2007 to 970,000 in 2008. Online poker is estimated to grow to 4.3 million as legalization welcomes more less-talented players. Bwin is the worldв?Ts largest online gaming organization offering 30,000 daily bets in over 90 sports. But Italyв?Ts marketplace was flooded with competition well ahead of Bwin. Our challenges were to promote Bwin poker and recruit gamers with a budget much smaller than the competitors. We targeted young men 18-34 who play poker regardless of skill and who use the Internet to find deals, buy tickets and make purchases. They get a kick from testing their skills, but what really seduces them is the lure of the bluff and the glamour associated with the poker world. We gave them the chance to learn from pros and play big style in paradise.

THE LEGO CODES

Type of Entry:	Product & Service
Category:	Retail And E-Commerce, including Restaurants
Title:	THE LEGO CODES
Advertiser/Client:	MYTOYS.DE
Product/Service:	ONLINE TOY STORE
Entrant Company:	LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY
Advertising Agency:	LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY

Creative Credits

Name	Company	Position
Arno Lindemann	Lukas Lindemann Rosinski Gmbh	Chief Creative Officer
Bernhard Lukas	Lukas Lindemann Rosinski Gmbh	Chief Creative Officer
Tom Hauser	Lukas Lindemann Rosinski Gmbh	Creative Director/Copywriter
Dennis Menscing	Lukas Lindemann Rosinski Gmbh	Art Director
Chris Mizutani	Lukas Lindemann Rosinski Gmbh	Designer
Moritz Schmidt	Lukas Lindemann Rosinski Gmbh	Designer
Gero Quast	Lukas Lindemann Rosinski Gmbh	Advertiser's Supervisor
Sarita Timmermann	Markenfilm Gmbh And Co. Kg	Editor
Dominik Meis	Markenfilm Gmbh And Co. Kg	Producer
Hannes Hoenemann	Markenfilm Gmbh And Co. Kg	Sound Engineer
	Markenfilm Gmbh And Co. Kg	Film Production
	Cross Marketing Produktion Gmbh	Post Production

Results and Effectiveness:

The LEGO codes were linked to success. Online tracking showed that 49% of all online visitors at the LEGO Sites from myToys were achieved through our campaign. And compared to the non-advertised LEGO products from myToys, the LEGO brick boxes were sold twice as much!

Creative Execution:

We created an interactive outdoor campaign that was as playful as LEGO itself. By utilizing QR Codes, which are increasingly popular in Germany, we were able to encrypt all kinds of information, including web-links. They are usually printed in black and white. But the codes we created were different: three-dimensional, colourful and handmade в?" using real LEGO bricks. Curious passers-by could crack a LEGO Code, simply by taking a picture with the QR Reader of their cell phone. The decoded message suggested one of many imaginative possibilities that could be built with the LEGO bricks used in the code that people were standing in front of! With the included web link the corresponding LEGO box could be ordered directly from the myToys website. Our campaign aroused peopleв?Ts playfulness and opened their minds to the imaginative world of LEGO.

Insights, Strategy and the Idea:

MyToys.de is one of Germanyв?Ts largest online toy stores. The task was to advertise LEGO, one of the companyв?Ts leading products, with an innovative campaign. Many people should be guided to the website where LEGO brick boxes are sold. On one hand, we had to lead people to the website, and on the other hand we wanted to amaze and involve them in the offline world at highly frequented places in German cities. Our idea: QR Codes made of real LEGO bricks. By using stunning patterns of real LEGO we caught the consumer's attention. And, because these patterns were QR Codes, we were able to guide them to the website where they could order a LEGO brick box.

BACK TO SCHOOL

Type of Entry:	Product & Service
Category:	Retail And E-Commerce, including Restaurants
Title:	BACK TO SCHOOL
Advertiser/Client:	SEARS
Product/Service:	RETAIL STORE
Entrant Company:	MEDIA CONTACTS Boston, USA
Advertising Agency:	MPG Boston, USA
Media Agency:	MEDIA CONTACTS Boston, USA

Creative Credits

Name	Company	Position
Tom Penque	Media Contacts	Vice President/Group Account Director
Mike Nuzzo	Media Contacts	Account Director
Brian Coulombe	Media Contacts	Supervisor
Marcy Freedman	Media Contacts	Planner/Buyer
Mike Searles	Media Contacts	Planner/Buyer
Alyssa Bonetti	Media Contacts	Assistant Planner/Buyer
Cori Roberts	Media Contacts	Assistant Planner/Buyer
Phuc Truong	Mobext	Managing Director
Christine Look	Media Contacts	Insights Analyst
Vanessa Watts	MPG	Vice President/Group Account Director
Jim Reath	Y & R	Chief Marketing Officer

Results and Effectiveness:

Teens arrived at school in style and our communication trends continued well past the BTS season, with online garnering: в?ў 5.1million Sears-themed games played в?ў 4.5 minutes of player/brand interaction per game в?ў 1 million YouTube views в?ў CTR outperformed benchmark 350% в?ў Standard units CTR 10 times the benchmark в?ў Virtual world - 1.8 million store visits - 3.5 million articles purchased/used - 3.9 million event attendances в?ў An AdInsights study confirmed we connected with в?" and persuaded в?" teens - в??Sears is a store I would consider when shoppingв?? up 7% - в??Intention to shop at Sears for back to school itemsв?? up 5%

Creative Execution:

We leveraged three pivotal everyday teenage components: peers, role models and technology, and provided teens assets to stay connected with friends online/offline through social media, playground currency and virtual worlds. A partnership with Vanessa Hudgens (VH) from High School Musical в?" the teenage movie phenomena в?"generated excitement and secured the ultimate BTS reference. в??Arrive Loungeв??: The engaging BTS bespoke microsite featured: VH behind-the-scenes footage, Sears-themed games, content, opt-in mobile offer alerts, downloads and tools (video/music mash-up, social network apps). Visitors registered for VIP access and a scavenger-type sweepstakes. Weekly emails/SMS contained clues with online/in-store Sears-exclusive items. When found, VIPs texted keywords for a chance to win a Vanessa concert at their school. Virtual Worlds: в??Arrive Loungeв?? within virtual worlds contained custom content, videos, freebies and games. In Searsв?T virtual boutiques, avatars tried on clothes, attended parties/fashion events and entered catwalk contests. Movie: Sears integration into MTV movie, в??American Mall,в?? starring VH.

Insights, Strategy and the Idea:

For Sears, the Back-To-School (BTS) season is the only time the retailer directly targets and involves younger shoppers. However, Sears is not considered a в??hipв?? BTS destination because of their specialty hardware and appliance departments. Sears needed to prove to teens that their apparel and styles will help them в??arriveв?? at school. Our challenge was to change perceptions and make Sears relevant to teens returning to school and kick-start an on-going conversation with them, engaging teenagers throughout the year. Teens look at back-to-school as the time to revitalize their wardrobe. The first day of school is the first appearance after months away from friends, and teens want to make a good impression. If they believe they look good, they feel good. In order to gain credibility we needed to sew Sears into the fabric of their world, in a non-intrusive way and add value to generate infectious conversations with teens.

IKEA-CINEMA-CATALOGUE

Type of Entry:	Product & Service
Category:	Retail And E-Commerce, including Restaurants
Title:	IKEA-CINEMA-CATALOGUE
Advertiser/Client:	IKEA AUSTRIA
Product/Service:	IKEA FURNITURE
Entrant Company:	DDB GERMANY BERLIN, GERMANY
Advertising Agency:	DDB GERMANY BERLIN, GERMANY
Media Agency:	MEDIACOM AUSTRIA Vienna, AUSTRIA

Creative Credits

Name	Company	Position
Amir Kassaei	DDB Germany/Berlin	Chief Creative Officer
Bert Peulecke	DDB Germany/Berlin	Executive Creative Director
Stefan Schulte	DDB Germany/Berlin	Executive Creative Director
Birgit Van Den Valentyn	DDB Germany/Berlin	Creative Director
Tim Stuebane	DDB Germany/Berlin	Creative Director
RenГc Gebhardt	DDB Germany/Berlin	Art Director
BjГ¶rn Kernspeckt	DDB Germany/Berlin	Art Director
Stephen Kimpel	DDB Germany/Berlin	Account Director
Patrick Baschinski	DDB Germany/Berlin	Account Manager
Jonathan Helmer	DDB Germany/Berlin	Agency Producer
Kathrin Rueppel	DDB Germany/Berlin	Agency Producer
Peter Schoenherr	DDB Germany/Berlin	Graphic
Anke Zink	DDB Germany/Berlin	Graphic

Results and Effectiveness:

With a little investment into projectors and slides we got several product placements during famous movies for free. The guerilla action reached over 13,000 viewers in 92 screenings. In front of the cinemas over 5,000 IKEA catalogues were distributed в?" instead of the estimated 1,000.

Creative Execution:

We used existing great movies with great actors in which IKEA products are seen accidentally. With a smart and clever trick we directed the peopleв?Ts attention to the IKEA products. Guerilla promotion teams equipped with powerful portable projectors brought names and prices of IKEA products during the movie on the screen в?" next to Brad Pitt, George Clooney and other famous actors. This surprising execution fits perfectly to the IKEA principle: surprise the many people with fresh ideas for everybodyв?Ts everyday life. After the show we consequently distributed IKEA catalogues in front of the cinema.

Insights, Strategy and the Idea:

In the context of the launch of the new IKEA catalogue we had to generate attention among young people for IKEAs latest products. How do you get maximum attention of young people? Advertise in cinemas but donв?Tt do a standard commercial. So we inspired moviegoers with an unseen idea to get them spreading our message themselves.

HIDDEN PHONES

Type of Entry:	Product & Service
Category:	Publications & Media
Title:	HIDDEN PHONES
Advertiser/Client:	AVRO
Product/Service:	THE PHONE TELEVISION PROGRAMME
Entrant Company:	NEW MESSAGE Amsterdam, THE NETHERLANDS
Advertising Agency:	NEW MESSAGE Amsterdam, THE NETHERLANDS

Creative Credits

Name	Company	Position
Hugo RГ?tter	New Message	Creative Director
Lennart Wienecke	New Message	Creative Director
Remco Vroom	New Message	Account Director
Catherine Dijkstra	New Message	Account Executive

Results and Effectiveness:

Using the most widely viewed live TV radio shows as our stage made it possible to reach a great number of viewers. The fact that we ambushed these shows also led to a great deal of free publicity, which we incited by placing videos on the web and sending out press releases. Total audience reached: more than 5 million people. The media value generated was estimated at 290,000 euros. The number of viewers of The Phone more than doubled (first episode of 2008 vs last episode of 2007).

Creative Execution:

We wanted to stay true to the core idea of the program and prove that The Phone can pop up anytime, anywhere. So we secretly hid mobile phones in the most widely viewed live TV and radio shows in Holland. And called them. The trademark ringtone interrupted the programs for minutes. When finally found and answered, the actual 'The Phone' voice-over told the TV hosts that the second season would be on soon. The hidden phones were programmed on speaker mode, so all the viewers heard the message as well. The commotion seen is real and it has the same feel as the program. None of the programs in which the phones were placed knew about it or were paid to cooperate in any way. The stunt was picked up by several news programs, newspapers, weblogs, etc. We made videos readily available online everywhere minutes after things had happened.

Insights, Strategy and the Idea:

In the Dutch reality show 'The Phone', anyone can be surprised by a mobile phone anytime, anywhere. Pick it up, and you'll suddenly find yourself in a live reality TV game to win 25,000 euros. The show had a successful 2007 season. The 2008 goal was to acquire as many new fans as possible. The target audience: all viewers who like exciting reality TV needed to be convinced to give The Phone a try. We were asked to generate extra (free) media attention for the start of the second season of the show, keeping in mind a low budget. The main communication insight was that the concept of the show itself could actually be used in a surprising way to let more people experience the excitement it has to offer, making the campaign relevant to both the client and the target audience.

OUTSIDE OFFICE

Type of Entry:	Product & Service
Category:	Business Products & Services
Title:	OUTSIDE OFFICE
Advertiser/Client:	PROXIMUS
Product/Service:	MOBILE TELECOMMUNICATIONS PROVIDER
Entrant Company:	FAMOUS Brussels, BELGIUM
Advertising Agency:	FAMOUS Brussels, BELGIUM

Creative Credits

Name	Company	Position
Christophe Ghewy	Famous Brussels	Creative Director
Tim Driesen	Famous Brussels	Creative Director
Joeri Van Den Broeck	Famous Brussels	Creative Director
Thomas Danthine	Famous Brussels	Art Director
Denis Dubrulle	Famous Brussels	Copywriter
Marja Donckers	Famous Brussels	Production Manager
Goedele Soetemans	Famous Brussels	Public Relations
Nicolas De Bauw	Famous Brussels	Account Supervisor
Isabelle Hankard	Famous Brussels	Account Manager
Martine Vandenbosch	Famous Brussels	Traffic Manager
Elke Helbig	Famous Brussels	Internet
Laurent Dochy	Famous Brussels	Internet

Results and Effectiveness:

в??The ultimate proof that you can easily access the internet wherever you are', received a lot of regional and national press attention, and was an item on dozens of blogs and websites. The price of this event ( camping gear, a boyscout tent and some french fries) about 500 Euros.

Creative Execution:

As an advertising agency, we decided to set the example. On November 6, 2008, we set up a mobile office for a day. A big part of the agency worked the day in the middle of a field outside the city. Thanks to the Proximus Vodafone network cards, we had full access to our e-mails, calendars, our fileservers, the internet, etc. Everything we needed as an agency to do our job was available to us. As proof, we create a blogsite and had people, working outside, update it continuously throughout the day.

Insights, Strategy and the Idea:

Proximus Vodafone, the biggest mobile network provider in Belgium, developped the VMCC card : a network card that allows you high-speed acces to the internet wherever you are. Without wires or a WiFi connection. How can we proof the efficency of this product to companies and give it a lot of attention.

EBAY ATTACK

Type of Entry:	Product & Service
Category:	Charities, Public Health & Safety, Public Awareness Messages
Title:	EBAY ATTACK
Advertiser/Client:	AMNESTY INTERNATIONAL
Product/Service:	HUMAN RIGHTS
Entrant Company:	walker ZГ?rich, SWITZERLAND
Advertising Agency:	walker ZГ?rich, SWITZERLAND

Creative Credits

Name	Company	Position
Pius Walker	walker	Creative Director
Nik Hodel	walker	Art Direction
Martin Arnold	walker	Copywriter
Adrian Fluri	walker	Consultant
Stella Jegher	Amnesty International	Marketing Manager

Results and Effectiveness:

One day after its launch, the eBay attack was the cover story of Switzerlandв?Ts largest print media. The message spread quickly and within 48 hours, thousands of people had already signed the online petition against slavery. The eBay campaign generated countless media contacts on the internet. Thousands of news portals, including Spiegel.de, ORF, Yahoo News, MSN, Washington Post and the New York Times wrote about it. The topic was discussed in over a hundred blogs. But the campaign accomplished even more than its purpose: in 2009, a peopleв?Ts initiative will be launched in Switzerland to protect women against human trafficking.

Creative Execution:

With the help of 188 Amnesty activists, we launched an overnight offensive, planned to the last detail. We used eBay to get our message across: In hundreds of live auctions, we offered women for sale. The message was always put into context of the respective product category. A closer look and the consumer discovered the adв?Ts true meaning and realized how shockingly easy it is to buy a woman these days.

Insights, Strategy and the Idea:

Every year, an estimated 2 million women and young girls are victims of trafficking. The tragic fact is that it is now possible for virtually anyone to buy a woman. Amnesty Internationalв?Ts task is to bring to our attention this outrageous violation of human rights. In order to inform the public about modern slavery we created a media campaign on the worldв?Ts largest auction platform.

CONTEMPORARY BEAUTY IDEAL

Type of Entry:	Product & Service
Category:	Charities, Public Health & Safety, Public Awareness Messages
Title:	CONTEMPORARY BEAUTY IDEAL
Advertiser/Client:	ANAD (NATIONAL ASSOCIATION OF ANOREXIA NERVOSA AND ASSOCIATED)
Product/Service:	EATING DISORDER AWARENESS
Entrant Company:	OGILVY FRANKFURT, GERMANY
Advertising Agency:	OGILVY FRANKFURT, GERMANY

Creative Credits

Name	Company	Position
Dr. Stephan Vogel	Ogilvy Frankfurt	Executive Creative Director/CD
Christian Mommertz	Ogilvy Frankfurt	Executive Creative Director/CD/Copywriter
Sabina Hesse	Ogilvy Frankfurt	Art Director/Copywriter
Albert S. Chan	Ogilvy Frankfurt	Art Director/Copywriter
Remus Grecu		Painter
Jo Bacherl	Ogilvy Frankfurt	Photographer
Valerie Opitz	Ogilvy Frankfurt	Art Buying
Veronika Sikvolgyi	Ogilvy Frankfurt	Account Management
Claudia Engel	Anad	Advertiser's Supervisor

Results and Effectiveness:

The surprise encounter with the altered paintings left a lasting impression on most visitors: some of them were truly shocked. Several local and national newspapers even ran articles about the campaign. Subsequently, the traffic on ANADв?Ts website increased by 16 %. And ANAD received some remarkably high donations.

Creative Execution:

The media idea: We reach out to an audience that expects to see depictions of beauty. We show them that beauty ideals have changed. Drastically. So we painted three classic masterpieces for a second time, just slightly altered. And displayed the new paintings in renowned museums. Right between other masterpieces. Right where visitors would expect to find beauty.

Insights, Strategy and the Idea:

ANAD is a pro bono organisation. Its aim is to educate the public about the dangers of eating disorders. The problem is: the public knows about anorexia, but does not regard it as a serious, potentially fatal disease. Because the fashion industry still employs abnormally thin models. So no wonder that the beauty ideal of the 21st Century seems to be: the thinner, the better. Thatв?Ts why some 500,000 young girls are currently starving themselves to death.

LABELS

Type of Entry:	Product & Service
Category:	Charities, Public Health & Safety, Public Awareness Messages
Title:	LABELS
Advertiser/Client:	PAMPLONA TOWN HALL
Product/Service:	ANTI-VANDALISM CAMPAIGN
Entrant Company:	GAP'S Pamplona, SPAIN
Advertising Agency:	GAP'S Pamplona, SPAIN

Creative Credits

Name	Company	Position
Rafael Rodriguez Gaobart	GapВ?s	Executive Creative Director
Juan AntuГ+ano	GapВ?s	Creative Director
Sonia Ledesma	GapВ?s	Account Team
Tamara Ros	GapВ?s	Account Team
Maria EgaГ+a	GapВ?s	Account Team
Cecilia Carrasco	GapВ?s	Account Team
Carla Garraus	GapВ?s	Writer

Results and Effectiveness:

This campaign is an innovation given the spectacle and impact of the action. The whole city woke up coloured with magenta tags that made the amounts spent a real problem. The action recieved great notoriety and national media repercussion (TVE, Tele 5 TV, the Spanish leading television, Diario 20 minutos, в?¦), locally (Canal 4 TV, Canal 6, Canal Sur TV, Diario de Navarra, Diario de Noticias, ANDв?¦), online news (20 Minutos, Atlas-news, Yahoo newsв?¦) as well as between all citizens.

Creative Execution:

We have used a wide range of magenta tags, different in size and content. There were small tags, almost 15cm (for dog excrements) up to huge tags of more than 3 meters (for emblematic monuments). The reverse side of the tag explains the action: Example: The Town Hall of Pamplona invests 200,000 Euros each year to repair banks. в??Taking care of your city has no cost for you, Pamplona pays 1.5 million Eurosв??. The effect obtained has been shocking and innovative. Citizens have become conscious of the great expense that vandalism acts mean.

Insights, Strategy and the Idea:

The campaign tries to raise awareness between the citizens regarding the importance of civic behavior. Currently the Town Hallв?Ts expense to replace city furniture as a consequence of vandalism is one of the highest in Europe. This is why, it was essential to face the matter directly, making public the amount of unnecessary money spent for this matter. Target group: Since it is a campaign to raise social awareness the target group is all citizens of Navarra. Innovation: The concept that has been used is "Taking care of your city costs you nothing, Pamplona pays 1.5 million euros." The action involved hanging tags with prices on all those elements that belong to the Town Hall and that are susceptible to generate a cost due to their incorrect use.

THE LONGER THEY'RE HERE ...

Type of Entry:	Product & Service
Category:	Charities, Public Health & Safety, Public Awareness Messages
Title:	THE LONGER THEY'RE HERE ...
Advertiser/Client:	YOUTH OFF THE STREETS
Product/Service:	HOMELESSNESS CHARITY
Entrant Company:	LAVENDER* Sydney, AUSTRALIA
Advertising Agency:	LAVENDER* Sydney, AUSTRALIA
Media Agency:	MEDIA TREE Sydney, AUSTRALIA

Creative Credits

Name	Company	Position
Simon Lee	Lavender*	Creative Director/Copywriter
Rua Perston	Lavender*	Art Director
Dom Hickey	Lavender*	Account Manager
Laila Takesh	Lavender*	Art Buyer
Leigh Butler	Lavender*	Production
Ben Rollison	Studio Go	Photographer
Rebecca James	Lavender*	Managing Director
Christopher Ostendorf	Youth Off The Streets	Corporate Partnerships Manager
Ina Mullin	Youth Off The Streets	Media/Communications Co-Ordinator

Results and Effectiveness:

The campaign ran in December 2008. It attracted national press and radio and international online coverage. During the campaign period, a total of AU$92,000 in donations was received - enough to provide hot meals to over 200 kids every night for six months. Online donations increased by a massive 400%.

Creative Execution:

We created life size, die-cut street posters of children, printed on low-grade stock and featuring a URL and phone number for donations. We then carefully scouted and selected a variety of urban locations in which we were confident the posters would rapidly degenerate. Our в??The longer theyв?Tre here ...в?? street posters were thus an un-ignorable metaphor for exactly what happens to children on the street. As time passed, they were sun-bleached and slightly ragged, then torn, defaced and abused. Then finally, after weeks of crying out for help, they were gone.

Insights, Strategy and the Idea:

There are over 100,000 children living on the streets in Australia. As the name suggests, Youth Off The Streets is a charity that supports these young Australians as they work to turn their lives around and overcome immense personal traumas such as neglect and physical, psychological and emotional abuse. Our challenge was to increase awareness of youth-homelessness and prompt people to donate to Youth Off The Streets. A series of disturbing proven facts were at the heart of the idea. In the words of Father Chris Reilly, founder of Youth Off The Streets: в??Once youв?Tre on the streets, youв?Tll be sexually assaulted within two or three days, youв?Tll be a drug addict within five days, and be dead before youв?Tre 21, if you donв?Tt get help.в?? Put simply, the longer a child is on the streets, the worse it gets.

DRIPPING MONUMENT

Type of Entry:	Product & Service
Category:	Charities, Public Health & Safety, Public Awareness Messages
Title:	DRIPPING MONUMENT
Advertiser/Client:	BELGIAN ASSOCIATION OF UROLOGISTS
Product/Service:	BELGIAN ASSOCIATION OF UROLOGISTS
Entrant Company:	FAMOUS Brussels, BELGIUM
Advertising Agency:	FAMOUS Brussels, BELGIUM

Creative Credits

REFUGEE GAME SHOW

Type of Entry:	Product & Service
Category:	Charities, Public Health & Safety, Public Awareness Messages
Title:	REFUGEE GAME SHOW
Advertiser/Client:	REFUGEE AID BELGIUM
Product/Service:	REFUGEE AID BELGIUM
Entrant Company:	FAMOUS Brussels, BELGIUM
Advertising Agency:	FAMOUS Brussels, BELGIUM

Creative Credits

AXE RUNNING

Type of Entry:	Use of Media
Category:	Best Use of Special Events and Stunt/Live Advertising
Title:	AXE RUNNING
Advertiser/Client:	UNILEVER
Product/Service:	AXE
Entrant Company:	UNCLE GREY Г:rhus, DENMARK
Advertising Agency:	UNCLE GREY Г:rhus, DENMARK

Creative Credits

VOTE EARTH MONUMENTS

Type of Entry:	Use of Media
Category:	Best Use of Special Events and Stunt/Live Advertising
Title:	VOTE EARTH MONUMENTS
Advertiser/Client:	WORLD WILDLIFE FUND FOR NATURE
Product/Service:	EARTH HOUR
Entrant Company:	LEO BURNETT SYDNEY, AUSTRALIA
Advertising Agency:	LEO BURNETT SYDNEY, AUSTRALIA
Media Agency:	STARCOM - A DIVISION OF STARCOM MEDIAVEST GROUP (AUSTRALIA) Sydney, AUSTRALIA

Creative Credits

Name	Company	Position
Andy Dilallo	Leo Burnett Sydney	Executive Creative Director
Jay Benjamin	Leo Burnett Sydney	Executive Creative Director
Michael Canning	Leo Burnett Sydney	Copywriter
Kieran Antill	Leo Burnett Sydney	Art Director
Sam Mcgown	Leo Burnett Sydney	Snr. Account Manager
Amanda Quested	Leo Burnett Sydney	Group Account Director
Saurin Worthington	Starcom Sydney	Nat. Business Director
Sally Starr	Starcom Sydney	Client Business Director
Shepard Fairey	Studio One	Artist
Katrina Wong	Leo Burnett Sydney	Planner
Patrick Fileti	Leo Burnett Sydney	Editor

Results and Effectiveness:

Earth Hour became the largest social movement in history: Over 4000 cities across 88 countries took part including China, India and Middle East for the first time. 1059 icons switched off. 18 of the G20 countries, and 38 of the C40 cities participated. #1 topic on Twitter and YouTube on the day. The campaign reached over 1 billion people. Actual media value of the campaign is immeasurable although estimated at $1.3m in Australia alone. World media generated immeasurable unpaid PR - approximately $11m in Australia alone. A reported 1-in-7 people switched off their lights as a global vote for action.

Creative Execution:

We had to unite the world to make a global statement, as a mandate for change in Copenhagen. The solution was to transform the light switch into a vote, and hold an election between Earth and global warming. We set a goal to get the people of all ages, race and nationalities, schools, businesses, and governments to use their light switch as their vote, and present the votes to world leaders in Copenhagen.

Insights, Strategy and the Idea:

Challenge: In the third year of Earth Hour, it was time to turn the symbol of switching off the lights into real action against global warming. Being the third consecutive year, Earth Hour was no new news. We needed to reinvigorate the brand to unite the world to take part, create real action against global warming and capture the attention of the worldв?Ts media. Insight: In December 2009, world leaders will meet in Copenhagen to determine if policies are made to take action against global warming. We targeted this meeting as a critical opportunity for the world to make their voice heard. But first, we needed people of the world to believe that switching off their lights could make a real difference. Creative Solution: Transform the light switch into a vote and hold an election between Earth and Global Warming. We asked the world to VOTE EARTH by switching off their lights for Earth Hour, with the goal of presenting the votes to world leaders in Copenhagen, as a mandate for change.

WHEN THE LIGHTS ARE OFF

Type of Entry:	Use of Media
Category:	Best Use of Internet
Title:	WHEN THE LIGHTS ARE OFF
Advertiser/Client:	ORANGE
Product/Service:	ORANGE TIME
Entrant Company:	SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Advertising Agency:	SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL

Creative Credits

Name	Company	Position
Gideon Amichay	Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv	Creative Director
Eran Gefen	Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv	Creative Director
Lena Feldman	Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv	Art Director
Roy Cohen	Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv	Copywriter
Rani Sebag	Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv	Copywriter
Amichay Kattan	Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv	Supervisor
Dima Patt	Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv	Flash Designer
Rona Rozental	Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv	Account Executive

Results and Effectiveness:

The banner achieved 1.37% click rate, much higher than the country's average click rate of 0.2%. During the campaign there was a 50% increase in visitations to the orange site and in one month, orange became the NO.1 VOD portal in the country.

Creative Execution:

After surfers switched off their room lights the banner activated and exposed the campaign's trailer. When the trailer ended, surfers were redirected to Orange's portal. If they switched the lights on while the trailer was still running, the page went back to normal until they switched off the lights again. The banner used a unique webcam-based technology that analyzed the variations in the light's intensity. The banner's special effect solved our challenge: To activate the banner surfers had to switch off the room lights. In this way we made sure that when they were redirected to the Orange Time portal (for watching one of the movies) they got the maximum viewing experience.

Insights, Strategy and the Idea:

Orange wanted to promote Orange time,its new paying entertainment and movies portal, via an internet banner. Our challenge was to prove to surfers that watching a movie on the internet is just as good as watching one at the cinema and to prove the campaign slogan: a viewing experience like you've never known before. Using our insight that when lights go out in the cinema it's the signal that puts us in the mood and heightens our expectations, we created a banner that opens only if you switch off the room lights. Physically. Literally

VOLUMEMAX

Type of Entry:	Use of Media
Category:	Best Use of Internet
Title:	VOLUMEMAX
Advertiser/Client:	YAMAHA MOTOR FRANCE
Product/Service:	A NEW MOTORBIKE
Entrant Company:	BUZZMAN Paris, FRANCE
Advertising Agency:	BUZZMAN Paris, FRANCE

Creative Credits

THE CHIRIMOYA COLADA!

Type of Entry:	Use of Media
Category:	Best Use of Other Digital Media including mobile devices
Title:	THE CHIRIMOYA COLADA!
Advertiser/Client:	COMPAГ'Г?A PISQUERA DE CHILE
Product/Service:	COCKTAIL
Entrant Company:	OMD CHILE Santiago, CHILE
Media Agency:	OMD CHILE Santiago, CHILE

Creative Credits

WIFI HEADLINES

Type of Entry:	Use of Media
Category:	Best Use of Other Digital Media including mobile devices
Title:	WIFI HEADLINES
Advertiser/Client:	COFFEECOMPANY
Product/Service:	CHAIN OF CAFES
Entrant Company:	THEY Amsterdam, THE NETHERLANDS
Advertising Agency:	THEY Amsterdam, THE NETHERLANDS

Creative Credits

FIRST IN-EAR COMMERCIAL

Type of Entry:	Use of Media
Category:	Best Use of Other Digital Media including mobile devices
Title:	FIRST IN-EAR COMMERCIAL
Advertiser/Client:	NEUROTH
Product/Service:	HEARING AID CHECK
Entrant Company:	JUNG von MATT Vienna, AUSTRIA
Advertising Agency:	JUNG von MATT Vienna, AUSTRIA

Creative Credits

LONDON MARATHON

Type of Entry:	Use of Media
Category:	Best Use of Other Digital Media including mobile devices
Title:	LONDON MARATHON
Advertiser/Client:	ADIDAS
Product/Service:	ADIDAS
Entrant Company:	CARAT UK London, UNITED KINGDOM
Media Agency:	CARAT UK London, UNITED KINGDOM

Creative Credits

Name	Company	Position
Michael Rhodes	Carat	Comms Planning Director
Fraser Mcneil	Carat	Comms Planning Exec
Julian Leeper	Carat	Comms Planning Manager
Jo Brewer	Carat	Associate Director

Results and Effectiveness:

Underpinned by true technological innovation, the campaign was the first to socialise the link between Marathon runner and spectator during a race. Personalised Runner Messages were seen by 3,500+ spectators, 35,000 runners and 3.1m TV viewers. 5,250 runners received personal support messages. The Mobile Runner Tracker WAP site tracked 11% of runners, with 107,000 page views in 24 hrs. There were an incredible 17 searchers per runner tracked. The campaign generated unique, rewarding communications with the core target-market and added real value to the ultimate в??Impossibleв??. The client owns the technology and plans to use it again year after year.

Creative Execution:

Mobile Runner Tracker This WAP real-time runner tracker was a quite-astonishing global Marathon first. We created a WAP site so that supporters could use their mobile phone to track their runnerв?Ts exact location using a chip in the runnerв?Ts shoe. This enabled them to cheer on their runner all around the course в?" by being in exactly the right place at the right time. Personalised Runner Messages We hijacked the iconic Cutty Sark for the first time. A major spectator viewing point, its restoration embodied the в??Impossible is Nothingв?? spirit and was perfect for generating mass awareness. Four large digital screens were linked to software which recognised each runner from a chip on their shoe. The screens delivered personalised, named messages of inspiration. The messages were collected from loved ones at the Expo registration beforehand. Amplified with personalised messages of inspiration from adidas, we bonded runner and brand.

Insights, Strategy and the Idea:

The London Marathon: the ultimate symbol of mass personal achievement and expression of adidasв?T в??Impossible is Nothingв?? mantra. The perfect opportunity to connect with a pivotal target-group. Our brief was to raise awareness of adidasв?T London Marathon sponsorship by inspiring and enabling both runners and spectators to achieve their own в??Impossible is Nothingв?T dreams. But we had our own impossible to overcome в?" a budget of just В?140k! Focus groups told us that marathon runners never achieve their goals alone в?" unstinting support from friends and family makes achieving the impossible a reality. We needed to give runners the encouragement and support from loved ones to see the marathon through and achieve their dreams. So we developed two cutting-edge pieces of technology-based activity. Personalised Runner Messages would inspire runners with messages from friends and family. The Mobile Runner Tracker would enable loved ones to cheer on their runner around the course.

VIRTUAL TAP

Type of Entry:	Use of Media
Category:	Best Use of Other Digital Media including mobile devices
Title:	VIRTUAL TAP
Advertiser/Client:	STELLA / AB INBEV
Product/Service:	BEER
Entrant Company:	FAMOUS Brussels, BELGIUM
Advertising Agency:	FAMOUS Brussels, BELGIUM

Creative Credits

Name	Company	Position
Laurent Dochy	Famous Brussels	Developer
Carl De Mey	Famous Brussels	Project Manager
Lander Engels	Famous Brussels	AV Producer
Jonathan Detavernier	Famous Brussels	Internet Strategy
Christophe Ghewy	Famous Brussels	Creative Director

Results and Effectiveness:

During a period of 2 months, more than 20 events were organised. Per event, hundreds of people could take up the challenge. People could try as much as they wanted without spilling a single drop of beer. Once they proved to have the skills, they could try their skills on a real tap and earn a place in the local semi-finals.

Creative Execution:

We saw that all those 9 steps could actually be demonstrated using the Wii controls. One controller acts as a glass, the other as the tap and later, the knife to take out the excess foam. We recorded the tapping process with multiple в??errorв?T levels such as holding your glass to straight would result in a beer with too much foam. Our mobile bars we fitted with flat screens, a computer and a set of Wii controls. People would try to tap a virtual pint before they could try the real Stella Artois. The 9 step pouring ritual is really important for Stella Artois. For example, if you donв?Tt hold your glass in a perfect 45В° angle, you donв?Tt have a perfect Stella. Itв?Ts part of their heritage. The Wii controls allowed us to demonstrate and control every step in detail. It was also a way to avoid spilling our reassuringly expensive beer and dealing with social responsibility.

Insights, Strategy and the Idea:

Every year Stella Artois organizes the World Draught Masters: A worldwide championship to reward the person who taps the perfect Stella Artois. We went out on the streets with a mobile bar and tap to let people have a go. We couldn't, however, afford to have people spill our reassuringly expensive beer. Since tapping the perfect Stella Artois consists of 9 specific steps, practice is required. Things like cleaning the glass, holding it at a 45В° angle, avoiding the last drip of beer coming out of the tap, make this quite a challenge.

GOOD-BYE CELLULITE

Type of Entry:	Use of Media
Category:	Best Use of Sponsorship
Title:	GOOD-BYE CELLULITE
Advertiser/Client:	NIVEA
Product/Service:	HEALTH/BEAUTY PRODUCT
Entrant Company:	OMD New York, USA
Advertising Agency:	GREEN ROOM ENTERTAINMENT New York, USA
Media Agency:	OMD New York, USA

Creative Credits

Name	Company	Position
Rochelle Lichtman	Green Room Entertainment	Account Director
Guy Mccarter	Green Room Entertainment	Managing Director
Tugce Caglayan	OMD	Strategist
Sharon Cullen	OMD	Regional Director
Brendan Carty	OMD	Associate Director
Tiffany Mitsui	OMD	Supervisor
Karen Gardner	OMD	Associate Print Director
Rosemarie Iannucci	OMD	Associate Media Director
Cassandre Brutus	OMD	Strategist/Digital

Results and Effectiveness:

As a result of the cumulative impact of The Tyra Banks Show integrations, People advertorials, and Extra integration, NIVEA increased sales by 50% in 2008 versus 2007 and became the #1 brand in the category for the first time in history!

Creative Execution:

We partnered with The Tyra Banks Show to create two full on-air segments totalling over 18 minutes of in-show airtime dedicated entirely to our brand. The first segment introduced the participants and explained the challenge to viewers at home, and the second, four weeks later, revealed these womenв?Ts fantastic results as they strutted down the runway with newfound confidence and smooth legs. We tied in People magazine to create a three-week advertorial series, which coincided with our Tyra integrations and followed our womenв?Ts journeys throughout the challenge. To further maximize our partnership, we worked with popular celebrity TV show Extra to create an on-air segment that featured models as well as the real women featured on The Tyra Banks Show discussing their great successes using NIVEAв?Ts Good-bye Cellulite.

Insights, Strategy and the Idea:

In 2007, NIVEA launched Good-bye Cellulite with enormous success. But there were still 28 million US women ages 20в?"50 battling cellulite, not believing it could be treated with a topical product. Continuing the fight against scepticism in 2008, we took the product to the next level by empowering women with a full-body wellness regimen. A four-week program, the в??Good-bye Cellulite, Hello Bikini Challengeв??, was designed to get women bikini-ready in four important areas: Nutrition, Fitness, Style and Skincare. We secured experts in each discipline to provide women with the content and tools needed to gain total body health. We integrated the product and challenge into womenв?Ts everyday lives through a multi-layer syndication deal with Time Warner, leveraging several properties: The Tyra Banks Show (twice as big as 2007в?Ts integration), People and Extra. This helped us from a cost efficiency standpoint and allowed us to maintain one consistent voice while communicating a complicated message across multiple touchpoints.

GORDON'S AND GORDON

Type of Entry:	Use of Media
Category:	Best Use of Sponsorship
Title:	GORDON'S AND GORDON
Advertiser/Client:	DIAGEO
Product/Service:	GORDON'S GIN
Entrant Company:	CARAT UK London, UNITED KINGDOM
Media Agency:	CARAT UK London, UNITED KINGDOM

Creative Credits

Name	Company	Position
Anna Hickey	Carat Uk	Comms Planning Director
David Liddiard	Carat Uk	Associate Director
Louise Bennett	Carat Uk	Sponsorship Manager

Results and Effectiveness:

The campaign reached 90% of the target audience and achieved some quite phenomenal results. All Millwood Brown brand image measures were up in excess of +10%. Key measures went through the roof: в??Best Ginв?? was up 11%, в??Worth Paying More Forв?? was up + 32% and в??Best Tasting Gin was up +44%в??. Spontaneous Recall of Kitchen Nightmares sponsorship was 9% - a Channel 4 all-time record. The most-important result though was the positive impact on business: Sales increased by +6% yr-on-yr (Source: Diageo Sales Data) in a declining market. As a result, Diageo boosted their investment by 40%.

Creative Execution:

In an unprecedented move for a media agency, we approached Gordon Ramsay Holdings direct and negotiated an incredibly complex, multi-faceted partnership. We ensured this big idea was amplified across many platforms, delivering for the consumer, the brand and the business. We sponsored Ramsayв?Ts Kitchen Nightmares on Channel 4 and More 4 and launched the campaign with iconic posters. National press ads focused on his culinary expertise, adding depth to the campaign messaging. Online, Ramsay recommended the Gordonв?Ts Sloe Gin variant (Gordonв?Ts в??softer sideв??) and became the star of a new Gordonв?Ts Gin website. We sponsored the в??Gordon Ramsay Scholar Awardв?? at the BBC Good Food Show event and inspired the trade in 8,000 pubs with a Gordon Ramsay в??How To Pour the Perfect G&Tв?? business tips DVD. Gordonв?Ts Gin was poured in all of Ramsayв?Ts restaurants and all the paid-for activity was supported by fantastic trade and consumer PR.

Insights, Strategy and the Idea:

Gordonв?Ts Gin was in long-term decline. The competition had boosted their ad-spend, updated their packaging and now came with unusual serving-suggestions. Our task was to get infrequent gin drinkers to choose Gordonв?Ts again, by convincing them that в??Gordonв?Ts is the best ginв?? (Millward Brown). Our target was upmarket parents aged 35-44. Though their social lives had become focused within the home, they loved entertaining and were ambitious hosts в?" always looking to serve the best food and drink. They had Michelin stars in their eyes. This presented a real opportunity for us, as all good chefs know that G&T makes a great palate-cleansing aperitif. Our strategy was to find a food expert powerful enough to convince these discerning consumers to choose Gordonв?Ts and Tonic as their aperitif. To make Gordonв?Ts the best gin again, we aimed for the worldв?Ts best chef. We asked Gordon Ramsay to be Gordonв?Ts brand ambassador.

Cannes Lions 2009 - Бронзовые призеры в номинации Media Lions (1 часть)
Cannes Lions 2009 - Бронзовые призеры в номинации Media Lions (2 часть)
Cannes Lions 2009 - Бронзовые призеры в номинации Media Lions (3 часть)

24.06.2009