Media Lions: Золотые призёры
Type Of Entry: Product and Service
Category: Fast Moving Consumer Goods
Title: DORITOS CRASH THE SUPER BOWL
Advertiser/Client: FRITO-LAY
Product/Service: DORITOS TORTILLA CHIPS
Entrant Company, City: OMD USA, New York
Country: USA
Media/Advertising Agency, City: OMD USA, New York
Country: USA
Credit Details:
| Name |
Position |
Company |
| Ann Mukherjee |
Vice President of Marketing |
Frito-Lay |
| Jason McDonell |
Director of Marketing |
Frito-Lay |
| Rudy Wilson |
Brand Manager |
Frito-Lay |
| Nichole Taylor |
Associate Product Manager |
Frito-Lay |
| Jared Dougherty |
Director of Public Relations |
Frito-Lay |
| Andrew Robinson |
Senior Vice President |
Millsport |
| Kelly Johnson |
Account Director |
Goodby/Silverstein/Partners |
| Chris Bellinger |
Chris Bellinger: Account Director |
TPN |
| Chris Hoopes |
Client Communications Director |
OMD |
| Suhaila Suhimi-Waldner |
East Coast Digital Media Director |
OMD |
Innovative Media Strategy:
Doritos are notorious for bringing big, bold, complex flavors to the snacking experience. Their competitors were outspending them 2 to 1 and recent Doritos messaging had been inconsistent. Doritos needed to regain relevance and build awareness with their target in an unexpected way—ultimately changing the game. Doritos needed to re-ignite passion in their fans. We created the Crash the Super Bowl (CTSB) contest where chip lovers were invited to create commercials about what the Doritos experience means to them. Winner would debut ad on the world's largest advertising stage: the Super Bowl! Influencing 90MM consumers and fueling massive PR.
Creative Execution:
Doritos gave consumers a once in a lifetime chance! Participants had eight weeks to produce a video entry, panelists narrowed down five and the public voted. The five finalists received $10,000, a trip to THE GAME and immeasurable press coverage. The final video chosen as America's favorite aired as a Doritos commercial during the Super Bowl XLI broadcast. LI Doritos core target actively pursues personalized content. Yahoo!, YouTube and MySpace, delivered the casting-call for entries.
Target Audience:
For YA's to participate in advertising, it must be on their terms, where consumers have control. Due to 24/7 availability of unfiltered feedback, our target developed a desire for authentic messaging. They've embraced media as a forum for self-expression and CTSB spoke directly to their passions; user-generated content, tech trends and the Super Bowl. Watching the Super Bowl is a "sacred ritual". Having your ad chosen to appear during the Super Bowl- utopia! ($2.6MM/:30 commercial)
Effectiveness:
Press generated $1billion+ impressions (worth over $35MM) 925,000 unique visitors viewed 1,070 video submissions 3MM times January sales increased 12% vs. YAG Winning video "Live the Flavor," ranked #4 on USA Today's Super Bowl Admeter, won YouTube's Super Bowl Challenge and earned a complimentary placement on YouTube homepage worth $150,000.
Type Of Entry: Product and Service
Category: Other Consumer Products
Title: A TIME MACHINE? A WASHING MACHINE?
Advertiser/Client: HITACHI
Product/Service: WASHING MACHINES
Entrant Company, City: DENTSU, Tokyo
Country: JAPAN
Media/Advertising Agency, City: DENTSU, Tokyo
Country: JAPAN
Credit Details:
| Name |
Position |
Company |
| Tetsuya Kikuchi |
Strategist |
Dentsu |
| Noriaki Kuramoto |
Producer |
Dentsu |
| Shohei Nishina |
Producer |
Dentsu |
| Shu Akahane |
Strategist |
Dentsu |
| Toshiyuki Nishino |
Account Executive |
Dentsu |
| Masaki Nakamura |
Account Executive |
Dentsu |
| Hisashi Shimozawa |
Communication Designer |
PIERCE |
| Mitsuhiko Goto |
Communication Designer |
Dentsu |
| Yuki Tamura |
Strategist |
Dentsu |
Innovative Media Strategy:
The communication goal for Hitachi's new washing machine launch campaign was to reposition the conventional function-based "need" strategy to an emotional-based "desire" strategy. This was derived from target insights that consumers won't necessarily select the product simply by specs but by emotion. To fulfill our objectives, we established a movie project where the washer takes the leading role and the movie itself becomes the launch campaign medium. Japanese box office movies are the dominant media that target consumers actively and also attract them. Furthermore, the recent domestic film market's success achieved extensive touch points.
Creative Execution:
Strategists played a central role in developing a new creative campaign combining the Hitachi Washer with the box office movie. We not only succeeded in letting a washing machine take the leading role and including it in the movie's title, but also accomplished accomplished every touch point with the movie aspects. We also hit all the consumer touch points by connecting the targeted consumers to the retail stores.
Target Audience:
Target audience for washing machines is 35-44 years old according to market research. The first phase started with a strategic word-of-the-mouth campaign based on teaser trailers and publicity. Secondly, we secured every touch point (web, mobile, magazine, newspaper, brochures, etc.) that our target would access when selecting a washing machine, and lured them to the retailers. A sweepstake campaign website was specially developed. Also, to capture dramatic attention in the washing machine department in stores, we displayed the mockup of the drum washer time machine from the movie.
Effectiveness:
Massive movie TVCM; PR of over 100 programs, worth over $10 million. 95% (vs. 75% at pre-campaign) showed purchase intentions. After watching the movie, 100% showed purchase intentions. Washer sales: 120% of goal. Consistently ranked top 3 at product comparison sites! Top seller at stores!
Type Of Entry: Product and Service
Category: Retail And E-Commerce, Incl. Restaurants
Title: IKEA LAUNCH COMMUNICATIONS IN JAPAN
Advertiser/Client: IKEA JAPAN
Product/Service: IKEA FURNITURE STORE
Entrant Company, City: ADK, Tokyo
Country: JAPAN
Media/Advertising Agency, City: ADK, Tokyo
Country: JAPAN
Credit Details:
| Name |
Position |
Company |
| Ken Shimizu |
Campaign Director/Creative Director |
ADK |
| Osamu Enari |
Executive Producer |
ADK |
| Yasuhiro Ikeda |
Art Director |
SUN-AD |
| Akio Yamauchi |
Art Director |
ADK |
| Makoto Tanaka |
Designer |
SUN-AD |
| Takeshi Tsuji |
Copy Writer |
ADK |
| Ryuji Ueno |
Promotion Director |
Drill |
| Manami Kishira |
Producer |
SUN-AD |
| Hiroko Uchigaki |
Account Director |
ADK |
| Kazuha Okuda |
Account Supervisor |
ADK |
Innovative Media Strategy:
Our communication goal was to support the successful launch of IKEA's first store in Japan and to persuade consumers that IKEA understood the market and could help revolutionise Japanese homes and family life. In order to achieve this goal, we concentrated the communications within 15km of the new store, using symbolic OOH installations targeting local "homes/families". For national publicity, we conducted a unique launch event communicating the solution to the major problem in Japanese homes.
Creative Execution:
Communications concentrated on the trading area, covered different target touch points such as a balcony and wrapped bus and staircase ads so that we clearly communicated the store opening to our core target consumers while maximising their anticipation. At the same time, the launch event in Tokyo was conducted to attract attention not only from the public but also from the press in order to reach a broader potential target.
Target Audience:
We targeted mainly housewives and young couples, living within 15km of the new store. We tried to get attention from them with fliers, bus wrapping and also a balcony signage, while we also delivered the messages to their workaholic husbands to remind them of home, using the staircase ads at the train stations. For a broader potential target, the outdoor museum in Tokyo succeeded in gaining national media coverage communicating IKEA's Japan launch.
Effectiveness:
TV, newspapers, online and other media made the IKEA launch event/store opening a major story, creating extensive WOM. Opening week sales set the world record for IKEA stores with 1 million customers in the first five weeks.
Type Of Entry: Product and Service
Category: Publications & Media
Title: GET SCARED MORE OFTEN
Advertiser/Client: CORUS ENTERTAINMENT
Product/Service: SCREAM TV TELEVISION CHANNEL
Entrant Company, City: ZIG, Toronto
Country: CANADA
Media/Advertising Agency, City: ZIG, Toronto
Country: CANADA
Credit Details:
| Name |
Position |
Company |
| Stephen Leps/Aaron Starkman |
Creative Directors |
zig |
| Stephen Leps |
Art Director |
zig |
| Aaron Starkman |
Copywriter |
zig |
| Sheri Hachey/Lynn Sivec/Carlie Naftolin |
Account Supervisors |
zig |
| Graydon Sheppard |
Director |
UNTITLED |
| James Davis/Tom Evelyn |
Producers |
UNTITLED |
| Johnny Cliff |
Director of Photography |
UNTITLED |
| John Evans |
Editor |
Panic and Bob Editing |
| Ted Rosnick/Vlad Nickolic |
Sound Design |
Rosnick MacKinnon Webster |
| Justin Poy |
Special Effects |
The Justin Poy Agency |
Innovative Media Strategy:
The perception in Canada is that Scream TV only offers slasher movies like Friday the 13th and Nightmare on Elm Street. The reality is Scream offers more intellectual mainstream movies like The 6th sense. We wanted people to know that these types of movies are on and often. In order to get people to remember the message, we developed an approach that would give them a real-life thrill. Instead of buying billboard space, we rented a house in a high pedestrian-traffic area. Then we proceeded to direct thousands more to this house through viral videos, blogging and invading chat rooms as well as sending emails.
Creative Execution:
For three weeks in September, people in Toronto witnessed something they had never seen before. In an old Victorian house window, they saw a ghost of a little girl. She would skip from window to window, braid her hair, run, look down, and perform a total of forty different actions. We used a holographic projector to illuminate her and within days, it was standing room only outside the house. Everyone wanted to catch a glimpse her.
Target Audience:
It started out with ghost in a house, within days it seemed as though everyone in Toronto had heard about it. People got emails from desperate ghost hunters-or so they thought, chat rooms were hijacked with a link to a video of the ghost, and then discussions arose about her. We took part in these discussions. We revealed it was for Scream Tv, live at the location, in a television spot, and online.
Effectiveness:
It cost just $5,000 CDN to rent the house. What ensued was over 2.1 million hits on the internet, thousands of people showing up to the house, major national media coverage(i.e. The National Post), and an immediate subscription increase of 29%.
Type Of Entry: Product and Service
Category: Corporate Information
Title: BARRIO BONITO
Advertiser/Client: NIKE
Product/Service: NIKE
Entrant Company, City: BBDO ARGENTINA, Buenos Aires
Country: ARGENTINA
Media/Advertising Agency, City: BBDO ARGENTINA, Buenos Aires
Country: ARGENTINA
Credit Details:
| Name |
Position |
Company |
| Gonzalo Vecino |
Executive Creative Director |
BBDO Argentina |
| Pablo Alvarez Travieso |
Executive Creative Director |
BBDO Argentina |
| Gonzalo Vecino |
Art director |
BBDO Argentina |
| Pablo Alvarez Travieso |
Copywriter |
BBDO Argentina |
| Nicolas Pimentel |
Account Director |
BBDO Argentina |
| Vicky Ferreira Novo |
Agency Producer |
BBDO Argentina |
| Patricio Elfi |
Art director |
BBDO Argentina |
| Juan Pablo Carrizo |
Copywriter |
BBDO Argentina |
| Constanza Dietrich |
Art director |
BBDO Argentina |
| Gino Fisanotti |
Marketing Manager |
Nike Argentina |
Innovative Media Strategy:
Making a local action in Argentina in tune with Nike's global campaign "Jogo Bonito" and communicating its values: Honour, Joy, Heart, Skill and Team Spirit. We created the first football neighbourhood: "Barrio Bonito". La Boca, a neighbourhood in Buenos Aires filled with magic due to its distinctive architecture, people and cultural values, and one that's historically most attached to football, became the must location. In Barrio Bonito the spirit of the game, practiced on a daily basis by its inhabitants, and the arts come together joining hands with a brand that's strongly associated to Jogo Bonito around the world.
Creative Execution:
The creation of a football neighbourhood was revolutionary for the city and in a national scale being Argentina one of the three most passionate countries for football (Ipsos, 2006). Each action in the neighbourhood was created to enhance each of the values being communicated and their connection to the Argentinian people. The fact that each action was developed by local artists is relevant and granted the entire project a unique atmosphere filled with local colour.
Target Audience:
Barrio Bonito was opened with the presence of the mayor of the city of Buenos Aires, Mr. Jorge Telermann, in an event that gathered the media, sports celebrities, artists and the community as a whole. Today, Barrio Bonito is visited by thousands of people not only from Argentina but from around world. Currently, Barrio Bonito is listed as a "must visit" attraction in different tour guides of the city of Buenos Aires.
Effectiveness:
With several weeks of media coverage Barrio Bonito received USD 1.5 million in terms of investment. This wasn't an occasional action, it's one that remains as a legacy to the neighbourhood of La Boca, fixing the image of the brand in the spirit of its inhabitants and visitors forever.
Type Of Entry: Use of Media
Category: Best Use of Newspapers
Title: LOVE OF WRITING
Advertiser/Client: PEN & ART
Product/Service: MONT BLANC FOUNTAIN PENS
Entrant Company, City: THE JUPITER DRAWING ROOM SOUTH AFRICA, Cape Town
Country: SOUTH AFRICA
Media/Advertising Agency, City: THE JUPITER DRAWING ROOM SOUTH AFRICA, Cape Town
Country: SOUTH AFRICA
Credit Details:
| Name |
Position |
Company |
| Ross Chowles |
Executive Creative Directo |
The Jupiter Drawing Room South Africa |
| Livio Tronchin |
Creative Director |
The Jupiter Drawing Room South Africa |
| Jonathan Commerford |
Copywriter |
The Jupiter Drawing Room South Africa |
| Jamie Mietz |
Art Director |
The Jupiter Drawing Room South Africa |
| Joanne Thomas |
Typographer |
The Jupiter Drawing Room South Africa |
| Ashley Joyce |
Production Manager |
The Jupiter Drawing Room South Africa |
Innovative Media Strategy:
Mont Blanc is a well-known international pen brand. Lately, the use of fountain pens has declined dramatically. We were briefed to increase the sales of these premium quality pens. We chose to reach our audience through a daily newspaper, with a strong business slant, widely read by the professional people of Cape Town.
Creative Execution:
We arranged with the newspaper to allow us to hand write one of their pages. They provided us with all of the articles and we wrote them out by hand and set them in the style of newspaper editorial, demonstrating the ease and pleasure of writing with a Mont Blanc fountain pen.
Target Audience:
The readers of the newspaper in which we placed our ad are generally wealthier, business-minded professional people - the exact audience we needed to reach. By presenting them with a page of editorial written out by hand, we were able to catch their attention and hold it for a lot longer than a regular ad.
Effectiveness:
Because we were essentially still running all the newspaper's editorial, we were able to negotiate a far cheaper rate than a normal full-page ad.This was the first time a newspaper had allowed an advertiser to set their articles, and this fact alone generated a lot of publicity for Mont Blanc.
Type Of Entry: Use of Media
Category: Best Use of Outdoor
Title: NOT HERE BUT NOW
Advertiser/Client: AMNESTY INTERNATIONAL
Product/Service: HUMAN RIGHTS CAMPAIGN
Entrant Company, City: WALKER, Zurich
Country: SWITZERLAND
Media/Advertising Agency, City: WALKER, Zurich
Country: SWITZERLAND
Credit Details:
| Name |
Position |
Company |
| Daniel Bolomey |
CEO |
Amnesty International |
| Florian Frцhlich |
Designer |
walker |
| Carolina Gurtner |
Designer |
walker |
| Hans Beer |
Account Supervisor |
walker |
| Daniel Meienberger |
Head of Communication |
Amnesty International |
| Renй Weber |
Designer |
walker |
| Pius Walker |
Creative Director |
walker |
| Pius Walker |
Copywriter |
walker |
| Federico Naef |
Photographer |
Federico Naef Photography |
| Marianne Friedli |
Art Director |
walker |
Innovative Media Strategy:
The main mission of Amnesty International is to uncover, document and make public the abuse of human rights. This campaign shows how human rights are abused each and every day - within only a few hours flying distance of us. The aim of Amnesty is to make people aware of the human rights abuse issue and to get the public interested in Amnesty International's mission.
Creative Execution:
The poster campaign entitled "It's not happening here. But it is happening now" brings the worldwide abuse of human rights straight to Swiss doorsteps. Two worlds collide on 200 individual posters, every single one adapted to match its respective surrounding. The brutal scenes from Guantanamo for instance suddenly take place in the middle of Zurich.
Target Audience:
With a total of only 200 posters, the campaign is triggering a resounding national and international echo. After the start of the campaign there were extensive media reports both inside and outside Switzerland as well as intensive discussions on the campaign in over 400 weblogs.
Effectiveness:
The impact of the campaign lead to a twenty-fold increase in the number of visitors to the Amnesty International website.
Type Of Entry: Use of Media
Category: Best Use of Outdoor
Title: FATHER'S DAY
Advertiser/Client: C&A
Product/Service: CLOTHING RETAIL STORE
Entrant Company, City: DDB, Brussels
Country: BELGIUM
Media/Advertising Agency, City: DDB, Brussels
Country: BELGIUM
Credit Details:
| Name |
Position |
Company |
| Catherine Louies |
Client |
C/A |
| Ilse Van Rillaer |
Client |
C/A |
| Thierry van Baren |
Account Director |
DDB |
| Sara Jacobi |
Account Manager |
DDB |
| Jean-Charles della Faille |
Creative Director |
DDB |
| Julien Thiry |
Art Director |
DDB |
| Bertrand Gascard |
Copywriter |
DDB |
| Gisиle Kuperman/Fanny Brыlй |
Art buyers |
DDB |
| Sйbastien Gosset |
Photographer |
DDB |
| Isabelle De Vos |
Graphic Designer |
DDB |
Innovative Media Strategy:
For Father's Day, C&A presented an original idea to its clients - on the purchase of an adult-size garment, an identical child-size item was offered free.
Creative Execution:
We therefore created small bus-shelter posters along with the large ones. In the large format there was a father and, in the small one, his similarly-dressed son. This action took place close to C&A shops.
Target Audience:
Couples with kids.
Effectiveness:
From the first day, C&A was out of stock on certain articles. The national press was in uproar about this action. For the first time in 10 years, C&A was ahead of H&M in terms of overall reputation.
Type Of Entry: Use of Media
Category: Best Use of Sponsorship
Title: PRELIMINARIES 2006 SOCCER WORLD CUP
Advertiser/Client: PHILIPS ARGENTINA
Product/Service: FLAT SCREEN TELEVISIONS
Entrant Company, City: FiRe ADVERTAINMENT, Acassuso
Country: ARGENTINA
Media/Advertising Agency, City: FiRe ADVERTAINMENT, Acassuso
Country: ARGENTINA
Credit Details:
| Name |
Position |
Company |
| Juan Caffieri |
Creative Director |
FiRe Advertainment |
| Rodrigo Figueroa Reyes |
President/General Creative Director |
FiRe Advertainment |
| Federico Tello |
Creative Director |
FiRe Advertainment |
| Rolando Fernandez |
Account Director |
FiRe Advertainment |
| Alberto De Matteis |
Producer |
FiRe Advertainment |
| Encuadre |
Production Co |
Encuadre |
| Encuadre |
Editing Co |
Encuadre |
Innovative Media Strategy:
Philips, a market leader on TV's and Flat TV's in particular, decided to be present in the Preliminaries of the Germany 2006 Soccer World Cup, as part of its sponsorship activation strategy of the World Cup FIFA 2006. The product placement strategy generated a great impact. Besides communicating the idea that living the World Cup in a Philips TV is like being in the stadium, the result was stunning. In spite of the great amount of sponsors of the World Cup, 98.5 % of the audience remembered Philips spontaneously after every match.
Creative Execution:
Developed an innovative strategy under the concept "Live the World Cup as if you were right there in the stadium". We created more than 20 placements that would match exactly real parts of the game: foul, goal, red card, yellow one, etc. The characters, two young guys, acted each of these situations that were going to happen during the matches in order for the viewers at home to believe that this was happening live.
Target Audience:
Given the great amount of advertisers that would be present in the Preliminaries, we had to find an idea that would clearly emphasize the brand and would generate to highly remember the Philips brand. It is necessary to say that soccer in Argentina is the main sport and a great passion for which a great amount of brands and products use it as a way to communicate with its public.
Effectiveness:
In spite of the great amount of sponsors of the World Cup, 98.5 % of the audience remembered Philips spontaneously after every match.
Money goes digital
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