Group: F Interactive
Subgroup: Websites and microsites
Award: Finalist in group F
Product and services category: Cars, other vehicles and accessories
Registrant: EURO RSCG 4D
Country: NIZOZEMSKA
Brand name: Volvo
Advertiser: Volvo Cars Corporation
Advertising agency, city: Euro RSCG 4D Amsterdam (& Arnold Boston)
Состав Творческой Группы:
Art director: Feike Kloostra
Creative director: Bram de Rooij
Designer: Daniel Ruston, Robin Westerhoff
Project manager: Carlos Quintana
Creative idea explanation: The Naughty Volvo S60 is a car to really have fun with. So we created an interactive campaign that simply asked: How much naughty fun do you want it to have with it? First we filmed a series of tests, each showcasing the S60's impressive handling, performance and safety features. Then, we handed over control of how naughty each test was by creating the Naughty Dial. Each test had 4 levels and people could dial up the action any time they liked for a naughtier and naughtier twist. But on the final level of each test we upped the people-power even more with a unique crowd-sourcing project. Tell us how naughty you want the S60 to behave and we'll go out and film it for your viewing pleasure!
Headline (eng.): How naughty do you want it?
Other credits: Euro RSCG 4D: Copy Writer: Darren Reynoldson, Agency Producer: Nicole Siers, Account Director: Jeff Dunlap, Client Service Director: Matt Brown, Account Manager: Marleen Haverkamp, Account Manager: Carlos Quintana, Production Company: LBi Gothenburg, Arnold Boston: Creative Director: Stephen Ward, Account Director: Todd Sperry, Jodi Blauvett
»Golden Drum
Softinos-Foot Camp
Group: F Interactive
Subgroup: Websites and microsites
Award: Finalist in group F
Product and services category: Personal care, health, fashion, cosmetics, luxury goods
Registrant: SCHOLZ & VOLKMER GMBH
Country: NEMД_IJA
Brand name: Softinos
Advertiser: GLOBALUTIONS Europa LTD
Advertising agency, city: Scholz & Volkmer GmbH, Wiesbaden
Состав Творческой Группы:
Art director: Philipp Bareiss (Senior Art Direction), Kirsten Becken (Art Direction), Vatsala Murthy (Junior Art Direction),
Creative director: Katja Rickert
Designer: Konstantin von Rhein (Motion Design), Tim Sobczak (Sound Design)
Creative idea explanation: How fit are your feet? At the Corporate Website for the Portuguese shoe brand softinos, itв_Ts not the sleight of hand but the sleight of foot that counts. Core element of the website is the Foot Camp, the worldв_Ts first online game that is controlled by foot only. Just put the mouse on the floor, place your foot on it and the training can begin.
Programmer: Christian Leitschuh + Mario Dold (Flash Programming), Markus-Oliver Morgenstern + Matthias Volland (Programming)
Screenwriter: Christian Leitschuh + Mario Dold (Flash Programming), Markus-Oliver Morgenstern + Matthias Volland (Programming)
Other credits: Tim Sobczak (Copy &Concept/IA), Donika Lilova (Project Management), Irmgard Weigl (Project Direction)
Need for Speed SHIFT Banner Tournament
Group: F Interactive
Subgroup: Banners and other display ads
Award: Finalist in group F
Product and services category: Sport, entertainment, recreation, leisure
Registrant: NRG3
Country: NIZOZEMSKA
Brand name: Need for Speed SHIFT
Advertiser: Electronic Arts
Advertising agency, city: NRG3, Amsterdam
Состав Творческой Группы:
Art director: Frank Schippers
Creative director: Frank Schippers
Designer: Hans Kleinenberg
Project manager: Lourens Keers
Creative idea explanation: A live, multiplayer race event that took place entirely within a series of interactive video banners. Visitors of five targeted websites could use the banners to race other players that interacted with the banners in real time. With each of the five banners representing a unique race track, players where challenged to complete all five tracks - thus actively visit all five hosting websites - to win the Banner Tournament. Each race consisted of 100% actual game footage. And for that real race game experience, the Banner Tournament even had it's own 'in-campaign advertiser'.
Headline (eng.): The Need for Speed SHIFT Banner Tournament
Programmer: Mark Gerritzen
Screenwriter: Mark Gerritzen
Other credits: Creative/Writer: Jesse Ridder
Ikillafriend.com
Group: F Interactive
Subgroup: Interactive advertising campaigns
Award: Finalist in group F
Product and services category: Sport, entertainment, recreation, leisure
Registrant: BETC EURO RSCG
Country: FRANCIJA
Brand name: 13eme Rue
Advertiser: NBC Universal
Advertising agency, city: BETC EURO RSCG, Paris
Состав Творческой Группы:
Art director: Olivier Apers, Christophe Clapier, Ivan Beczkowski
Creative director: StГcphane Xiberras
Creative idea explanation: 13eme Rue is a cable network channel, specializing in crime and investigation entertainment. To attract a young audience, with no media budget, we launched the first online virtual assassination service. You choose a hitman, provide your friend's email and photo, and in a few seconds the website generates and sends your friend a movie-like crime-sequence of themselves being assassinated. After a short investigation, if your friend solves whodunnit, you receive an email informing you that you have been arrested. The campaign reached a record 22,000,000 contacts and over 1,000,000 assassinations after only 6 months: huge for a French language only website!
Programmer: Web development: Silvere MarГcchal, JГcrГcmy Boutier, Abder Zeghoud
Screenwriter: Web development: Silvere MarГcchal, JГcrГcmy Boutier, Abder Zeghoud
Other credits: Strategic Planner: Julien Delatte, Director: Nicolas Benamou, TV Producer: Michel Teicher, Production Company: Dak Tirak, Sound Production: LGM, Account executives: Raphael De Andreis, Christophe Neyret, Sofiane Ben Chaabane, Eugenie Valletoux
Volvo DRIVe Around The World
Group: F Interactive
Subgroup: Social networking and community sites, creative solutions for advergames, virals and branded content
Award: Finalist in group F
Product and services category: Cars, other vehicles and accessories
Registrant: EURO RSCG 4D
Country: NIZOZEMSKA
Brand name: Volvo
Advertiser: Volvo Cars Corporation
Advertising agency, city: Euro RSCG 4D Amsterdam
Состав Творческой Группы:
Art director: Feike Kloostra
Creative director: Bram de Rooij
Designer: Robin Westerhoff, Antonio Costa, Chris Pacetti
Creative idea explanation: Volvo's DRIVe Around The World game challenged people to find out how well connected they really are. Could they virtually drive around the world using only their network of Facebook friends? All players had to do was virtually drive their C30 DRIVe to a friend who lives as close to 1,333km away as possible, that's the distance the thrifty car makes on just one tank of fuel. Then, the car is passed on from friend to friend, moving from country to country, until it makes its way around the world. And, in the true spirit of adventure, we gave people only 80 days to try.
Headline (eng.): How well conected are you?
Other credits: Copy Writer: Darren Reynoldson, Agency Producer: Nicole Siers, Account Director: Jeff Dunlap, Project Manager: Katrin Buckert, Production Company: LBi Gothenburg.
iHobo/iPhone app
Group: F Interactive
Subgroup: Mobile advertising
Award: Finalist in group F
Product and services category: Public services and social engagements
Registrant: PUBLICIS LONDON
Country: ZDRUЕ_ENO KRALJESTVO
Brand name: Depaul UK
Advertiser: Depaul UK
Advertising agency, city: Publicis London
Состав Творческой Группы:
Art director: Robert Amstell, Matthew Lancod
Creative director: Tom Ewart, Adam Kean
Creative idea explanation: Depaul UK, a charity aiming to keep young people off the streets and hard drugs, needed more donations from affluent, socially-conscious 30-somethings. We put a young homeless person on the iPhone. For 3 days, the fate of iHobo is in your hands. Treated well, he thrives. Un-cared he spirals into decline. Finally, youв_Tre prompted to donate with a revolutionary one-click text mechanism. 5 days after launch, iHobo was the UKв_Ts No.1 most downloaded app, with over 20,000 downloads a day. To date, itв_Ts been downloaded over 400,000 times. Depaul have received 7 times the amount of donations as previous campaigns.
»Silver Drum
Volvo S60 Crowd Sourcing
Group: F Interactive
Subgroup: Websites and microsites
Award: Finalist in group F
Product and services category: Cars, other vehicles and accessories
Registrant: EURO RSCG 4D
Country: NIZOZEMSKA
Brand name: Volvo
Advertiser: Volvo Cars Corporation
Advertising agency, city: Euro RSCG 4D Amsterdam (& Arnold Boston)
Состав Творческой Группы:
Art director: Feike Kloostra
Creative director: Bram de Rooij
Designer: Daniel Ruston, Robin Westerhoff
Project manager: Carlos Quintana
Creative idea explanation: The Naughty Volvo S60 is a car to really have fun with. So we created an interactive campaign that simply asked: How much naughty fun do you want it to have with it? First we filmed a series of tests, each showcasing the S60's impressive handling, performance and safety features. Then, we handed over control of how naughty each test was by creating the Naughty Dial. Each test had 4 levels and people could dial up the action any time they liked for a naughtier and naughtier twist. But on the final level of each test we upped the people-power even more with a unique crowd-sourcing project. Tell us how naughty you want the S60 to behave and we'll go out and film it for your viewing pleasure!
Headline (eng.): How naughty do you want it?
Other credits: Euro RSCG 4D: Copy Writer: Darren Reynoldson, Agency Producer: Nicole Siers, Account Director: Jeff Dunlap, Client Service Director: Matt Brown, Account Manager: Marleen Haverkamp, Account Manager: Carlos Quintana, Production Company: LBi Gothenburg, Arnold Boston: Creative Director: Stephen Ward, Account Director: Todd Sperry, Jodi Blauvett
Braun Series Shavers promo site
Group: F Interactive
Subgroup: Websites and microsites
Award: Finalist in group F
Product and services category: Personal care, health, fashion, cosmetics, luxury goods
Registrant: BBDO RUSSIA GROUP
Country: RUSIJA
Brand name: Braun Shavers
Advertiser: Procter&Gamble
Advertising agency, city: BBDO Russia Group, Moscow
Состав Творческой Группы:
Art director: Denis Lapshinov
Creative director: Mihai Coliban
Designer: Maxim Demkin, Zero Interactive Agency
Creative idea explanation: Present the Braun Series? shavers as offroad vehicles & show their key benefits in an entertaining online racing game
Programmer: Pavel Tishkin, Zero Interactive Agency
Screenwriter: Pavel Tishkin, Zero Interactive Agency
Other credits: Denis Eliseev в_" copywriter, BBDO Russia Group, Production: Zero Interactive Agency: Maxim Gorkoun (technical director), Elena Izmalkova (Senior Account Manager), Ivan Zolotukhin (Flash programmer), Dima Petrov (Account Director), Nikolay Fabrika (Creative Director)
BoostUp
Group: F Interactive
Subgroup: Interactive advertising campaigns
Award: Finalist in group F
Product and services category: Public services and social engagements
Registrant: PUBLICIS
Country: ZDA
Brand name: BoostUp
Advertiser: Ad Council
Advertising agency, city: Publicis New York
Состав Творческой Группы:
Art director: Jacob Maraya
Creative director: Rob Feakins, CCO / Peter M Smith, ECD / Perry Essig, CD / Tom Drymalski CD
Creative idea explanation: By looking at the high school graduation problem through a new lens (the student's perspective), we were able to change the conversation surrounding the issue from one that prevented potential dropouts to one that promoted potential graduates. Our boostUp program changed the tone of the conversation from negative to positive, resulting in more donated media, more involvement from teens and parents on bootsup.org and ultimately involvement from the White House itself. Most importantly we were able to instill the notion that graduation is probable if we believe that it's possible.
Other credits: Integrated Production Director: Chris Berger / Executive Producer: Nadia Blake, Lee Lee Groome
Mammut Safety Campaign
Group: F Interactive
Subgroup: Interactive advertising campaigns
Award: Finalist in group F
Состав Творческой Группы:
Art director: Sebastian Zirfas
Creative director: Katja Rickert
Creative idea explanation: 28 people died in avalanches in Switzerland in 2009. Nearly all of the avalanches were triggered naturally. To improve the security of all snow sport enthusiasts, the Swiss mountaineering outfitter Mammut assigned an iPhone based support tool for assessing avalanche hazards. Alpine sports enthusiasts need four instruments to correctly rate current avalanche danger: altimeter, inclinometer, compass and information from the avalanche warning systems. Mammut has combined these tools for the first time into one application, thereby reinforcing its mountaineering authority. The accompanying banner ads campaign and newsletter to the Mammut community are generating additional awareness of the app.
Programmer: Markus-Oliver Morgenstern, Sebastian Ludwig
Screenwriter: Markus-Oliver Morgenstern, Sebastian Ludwig
Other credits: Sebastian Zirfas + Kristina Schneider (Concept Newsletter)
Bring back the true football
Group: F Interactive
Subgroup: Interactive advertising campaigns
Award: Finalist in group F
Состав Творческой Группы:
Art director: Horia Manolache
Designer: Vicentiu Popescu
Creative idea explanation: Timisoreana, a beer with 3 centuries tradition, is market leader in Romania and sponsor of Romanian Football Cup. Lately, Romanian football, once a national pride sport, became anything but football: clubs presidents fighting on TV, players more interested in disco clubs & women than football etc. In this landscape, Timisoreana decided to re-ignite the spirit of football and its genuine values: the 'true football'. The only territory where genuine values were still alive was the Past with its glorious legends. Therefore, we set up a legendary match: a team of 11 legendary players from the 80's versus a team of 11 supporters. The 'legends' challenged supporters through internet to participate in the recruitment for the match. Fans had to prove their skills, dedication and passion for football through a 2 phases competition in order to reach the first 11. 3 months later, the match was broadcasted on the most important sport TV station, in the opening of the Final match of Romanian Cup.
Headline (eng.): Remember the meaning of football
Programmer: Cosmin Panait
Screenwriter: Cosmin Panait
Other credits: Bogdan Nitu - Strategic Planner, Iulian Barbulescu - Copywriter, Ramona Sima - Project Manager, Andreea Stan - Social Media Manager
The Great Invasion of Little Hunger
Group: F Interactive
Subgroup: Social networking and community sites, creative solutions for advergames, virals and branded content
Award: Finalist in group F
Состав Творческой Группы:
Art director: MichaЕ' Sycz, Tomasz WiЕ>niewski
Creative director: Michal Wolniak
Creative idea explanation: The main objective of the campaign was to support Danio, Danoneв_Ts homogenized cheese promotional sales. Danio has a well-known brand hero, and his puppets were added to products in an on-ack promotion. Weв_Tve created a social-media-centered campaign, engaging consumers through almost 15 channels, showing the sales activation as в__The Great Invasion of The Little Hungerв__. Like The War of the Worlds radio adaptation in 1938 caused fits of hysterics among listeners, we caused a hysterics reactions among Polish teenagers by showing the invasion on Facebook. Weв_Tve shown it as an alternate reality game, 6 weeks narration. We told a long story about little creatures who were flooding Poland and tried to conquere it. Invasion had a leader, Little Hunger the Great, a smart and powerful dictator, several commanders like Fidel Gastro or Hungry Harry. More info you can find in a .doc file sent by an email.
Headline (eng.): The Great Invasion of The Little Hunger
Mercedes-Benz Nightview-Email
Group: F Interactive
Subgroup: Other interactive ads and digital solutions
Award: Finalist in group F
Product and services category: Cars, other vehicles and accessories
Registrant: SCHOLZ & VOLKMER GMBH
Country: NEMД_IJA
Brand name: Mercedes-Benz
Advertiser: Daimler AG
Advertising agency, city: Scholz & Volkmer GmbH, Wiesbaden
Состав Творческой Группы:
Creative director: Nicole Holzenkamp
Creative idea explanation: Just because you don't see it, doesn't mean it's not there. This simple text mail demonstrates how Mercedes-Benz Night View Assist works: Read the little story about a night drive and then activate the assistant by simply highlighting the text, pressing STRG+A. You can now read between the lines to get the whole picture. The outcome of the story changes - just like it would have using Night View Assist.
Programmer: Dennis Schwertel (Backend Programming)
Screenwriter: Dennis Schwertel (Backend Programming)
Other credits: Nicole Holzenkamp (Project Direction), Tim Sobczak (Copy & Concept/IA), Donika Lilova (Project Management)
08.10.2010
19-й международный фестиваль рекламы Golden Drum пройдет в Портороже в Словении, с 2 по 5 октября. За годы своего существования Golden Drum вышел на позиции одного из самых ожидаемых мероприятий для рекламистов со всего мира. Для многих фестиваль является самым важным и заметным обзором рекламного мира за год, превосходя в этом даже фестиваль Cannes Lions.
Карта рекламного рынка
