Integrated media campaign Kseniya Sobchak. Crash. Year/ID: 2010 / G41016
Group: G Media
Subgroup: Mixed and interactive media
Award: Finalist
Product and services category: Retail
Registrant: KINOGRAF
Country: UKRAJINA
Brand name: Samsung Duos cellphone, Evroset retail chain
Advertiser: Samsung, Evroset
Advertising agency, city: Kinograf. Kiev
Состав творческой группы: Art director: M. Ryaboshlyk
Copywriter: O. Kiselitsa. K. Chernyh
Creative director: V. Kokoshko
Photographer/Illustrator: D. Peretrutov
Project manager: N. Orlovskaya
Media agency: Maxus
Media campaign idea explanation: The story about the most popular Russian blonde changing SIM-cards while driving and crashing into the shop-window proved to be an obvious demonstration of the new Samsung Duos B5722 model benefits. It also caused discussion and strengthened the image of both Euroset and Samsung brands.
SDIA Project Best Use of Radio Year/ID: 2010 / G37020
Group: G Media
Subgroup: Television, radio, cinema
Award: Finalist
Product and services category: Public services and social engagements
Registrant: SHALMOR AVNON AMICHAY / Y&R INTERACTIVE TEL AVIV
Country: IZRAEL
Brand name: Aids Task Force
Advertiser: Aids Task ForceAdvertising agency, city: Tel Aviv
Состав творческой группы: Art director: Shirley Bahar
Copywriter: Geva Kochba
Creative director: Amit Gal
Photographer/Illustrator: Eitan Nadel
Account executive: Shiran Chen Barazani
Project manager: Galia Ashri, Esti Smilg
Other credits: Chief Creative Officer: Gideon Amichay / Executive Creative Director: Tzur Golan / Office Producers: Sigal Nugasy, Shira Robas, Marina Akilov, Daniel Kedem / Musical Production: Ran Shem Tov & Shiri Hadar (IZABO) / Singer: Roni Alter / Motion Graphics: Lior Sadeh & Elad Magdasy (LivyatanVisual)
The First Vintage Merchandising Campaign Year/ID: 2010 / G39037
Group: G Media
Subgroup: Outdoor, buildings & objects
Award: Finalist
Product and services category: Food and beverages
Registrant: BCUBE ITALY
Country: ITALIJA
Brand name: Coca-Cola
Advertiser: Coca-Cola Italia
Advertising agency, city: Bcube
Состав творческой группы: Art director: Marco Cantalamessa
Copywriter: Federico Bonenti
Creative director: Francesco Bozza
Photographer/Illustrator: Renato Sorrentino, Anna Citelli, Daniele Efferni, Stefano Riboli
Account executive: Raffaello Dell'AnnaMedia agency: Starcom Italia
Media campaign idea explanation: Insights, Strategy and the Idea: build the association of Coca-Cola with Italian meals, overcoming cultural barriers and traditional habits. We are in Italy, where food and cooking are felt in a unique way. Home-cooked meals are generally associated to wine and water, while Coca-Cola is usually associated with special and out-of-home occasions. A perception that couldn't be challenged by an ordinary TV campaign aired little longer than a month. There's an opportunity for Coca-Cola to infiltrate and gain a firm foothold in the everyday life of Italians, and gain relevant exposure for much longer than paid-for OTS': the merchandising of Coca-Cola. Since their early years, the Coca-Cola ads have been the subject of a wide variety of objects, such as trays or calendars, found in bars, flea markets, or in our homes: but none of these places Coca-Cola in the context of an Italian family meal. Creative Execution: we have redrawn the image of Coca-Cola, for the first time on the setting of an Italian table with a vintage flavor. The activity leveraged an asset which was already in place (the vintage merchandising line), only making it consistent with local brand objectives. The new setting was the basis for a massive production of merchandising which have become, quite spontaneously, the backbone medium of our campaign: these originated what we came to call 'Kitchen GRP's', a continuous visibility in consumers' home at no additional cost. Results and Effectiveness: merchandising has delivered as a broadcast-level medium. Platmats, postcards, calendars and posters have yielded over 160 Million impressions in a year, with a total reach safely over 60% of All Adults, at no additional cost. TV would have generated the same level of exposure in two weeks, but at an incremental cost of about 1 Million Euro's.
Client service director: Marta di Girolamo
Other credits: Marketing Manager: Cristina Santucci, Creative Excellence Manager Coca-Cola Italia: Francesco Cibo
iHobo Year/ID: 2010 / G42013
Group: G Media
Subgroup: New media
Award: Finalist
Product and services category: Public services and social engagements
Registrant: PUBLICIS LONDON
Country: ZDRUZENO KRALJESTVO
Brand name: Depaul UK
Advertiser: Depaul UKAdvertising agency, city: Publicis London
Состав творческой группы: Art director: Robert Amstell
Copywriter: Matthew Lancod
Creative director: Tom Ewart, Adam Kean
Media campaign 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, you're prompted to donate with a revolutionary one-click text mechanism. 5 days after launch, iHobo was the UK's No.1 most downloaded app, with over 20,000 downloads a day. To date, it's been downloaded over 400,000 times. Depaul have received 7 times the amount of donations as previous campaigns.
» Silver Drum
Evi Naked Year/ID: 2010 / G37011
Group: G Media
Subgroup: Television, radio, cinema
Award: Finalist
Product and services category: Communication, publications and electronic media
Registrant: DUVAL GUILLAUME BRUSSELS
Country: BELGIJA
Brand name: Digital television
Advertiser: Telenet
Advertising agency, city: Duval Guillaume Brussels
Состав творческой группы: Art director: Eva De Jonckheere
Copywriter: Catheline Leroy
Creative director: Katrien Bottez, Peter Ampe
Photographer/Illustrator: Kurt Stallaert
Account executive: Sylvie Verbruggen
Headline (eng.): Pause live television whenever you want
Media agency: Zenith Optimedia
Media campaign idea explanation: We asked popular Belgian tv-personality Evi Hanssen to pose naked for the first time and feature in our commercial for exactly 0.08 seconds.
Other credits: Emily Rammant, Marc Van Buggenhout: TV Producer, Lies Muys: Producer
Go Vote / Truck Year/ID: 2010 / G39019
Group: G Media
Subgroup: Outdoor, buildings & objects
Award: Finalist
Product and services category: Public services and social engagements
Registrant: DDB BUDAPEST
Country: MADZARSKA
Brand name: Go Vote Activation
Advertiser: Hungarian Democracy
Advertising agency, city: DDB Reklamugynokseg Kft, Budapest
Состав творческой группы: Copywriter: Laszlo Hevesi, Marcell Patkai
Creative director: Peter Tordai
Account executive: Reka Santa
Media campaign idea explanation: People in Hungary lost their trust in politics, and got uninterested in the upcoming election. Idea: 'Put your head into the sand or Go vote! ' A truck with our installation and a loud speaker was going around Budapest announcing our message and offering sand to non-voting citizens. Results: This single truck created a huge media storm, in value it was 120 times more than the actual cost of the activation. With zero paid media or PR, we reached more than 4 million people, 85% of the voters.
Client service director: Andre Musalf
Other credits: Hannes Wirnsberger, Andre Musalf, Zsuzsanna Kukaj, Christoph Hille, Eszter Nagy
Empty Tables Year/ID: 2010 / G39025
Group: G Media
Subgroup: Outdoor, buildings & objects
Award: Finalist
Product and services category: Public services and social engagements
Registrant: SHALMOR AVNON AMICHAY / Y&R INTERACTIVE TEL AVIV
Country: IZRAEL
Brand name: Latet Charity Organization
Advertiser: Latet
Advertising agency, city: Tel Aviv
Swatch Wristbands Year/ID: 2010 / G40013
Group: G Media
Subgroup: Sponsorship & events
Award: Finalist
Product and services category: Personal care, health, fashion, cosmetics, luxury goods
Registrant: PUBLICIS BRASIL
Country: BRAZILIJA
Brand name: Swatch Colorcodes
Advertiser: Swatch do Brasil Clac Importacao
Advertising agency, city: Publicis Brasil
Состав творческой группы: Art director: Rodrigo Panucci
Copywriter: Gustavo Alves
Creative director: Hugo Rodrigues, Kevin Zung
Account executive: Fernando Silva
Media campaign idea explanation: Swatch wanted to launch its new collection: Colorcodes. But how to achieve this when the client wants to invest less in conventional media and looks for new ways to address the consumer? By creating a new communication platform, right at the most obvious place for a watch to be: the consumers' wrists. Simple party wristbands used to control guests were transformed into wristbands shaped like the new Colorcode collection watches. Organizers of parties and nightclub owners, in partnership with Swatch, changed the wristbands they used to control their guests by Swatch Wristbands. During Rio de Janeiro's carnival, the same partnership was established in order to give access to the main guest area in the event. As a result, thousands of people, including celebrities, opinion-makers and VIPs, became spokespeople for the brand. An investment of US$ 4,000 generated over US$ 1.224.000 in spontaneous media in leading magazines, internet portals and even in the country's most important TV network. Swatch Colorcodes collection became the third most looked for item at Swatch shops in Brazil. Swatch Wristbands became a worldwide communication platform for Swatch.
Orchestra Year/ID: 2010 / G40017
Group: G Media
Subgroup: Sponsorship & events
Award: Finalist
Product and services category: Household products and maintenance, furnishing and accessories
Registrant: LEO BURNETT ADVERTISING, SPOL. S R.O.
Country: CESKA
Advertiser: Samsung Electronics Czech and Slovak
Advertising agency, city: Leo Burnett Advertising Prague
Состав творческой группы: Art director: Jan Strelec, Jan Simek
Copywriter: Julie Gubelova
Creative director: Martin Pasecky
Account executive: Jakub Egermaier
Project manager: Tereza Rihova
Headline (eng.): Modern Meets Classic
Media campaign idea explanation: We communicated Samsung as the sponsor of the international classical music festival in a way that doesn?t only destroy the cultural atmoshpere, but even brings new experiences to the visitors.
Other credits: Andrea Tomankova, Jan Haina, Jan Muchow
PhotoSHOOTING Year/ID: 2010 / G41035
Group: G Media
Subgroup: Mixed and interactive media
Award: Finalist
Product and services category: Public services and social engagements
Registrant: LEO BURNETT RUSSIA
Country: RUSIJA
Brand name: Sibirian tiger salvation
Advertiser: WWF
Advertising agency, city: Leo Burnett Moscow
Состав творческой группы: Art director: Mikhail Derkach
Creative director: Mikhail Kudashkin, Grigory Sorokin
Designer: Andrey Sergeev
Account executive: Anna Evdokimova
Other credits: Lookatme
SDIA Project Mixed Media Year/ID: 2010 / G41041
Group: G Media
Subgroup: Mixed and interactive media
Award: Finalist
Product and services category: Public services and social engagements
Registrant: SHALMOR AVNON AMICHAY / Y&R INTERACTIVE TEL AVIV
Country: IZRAEL
Brand name: Aids Task Force
Advertiser: Aids Task Force
Advertising agency, city: Tel Aviv
Состав творческой группы: Art director: Shirley Bahar
Copywriter: Geva Kochba
Creative director: Amit Gal
Designer: Lena Feldman
Photographer/Illustrator: Eitan Nadel
Account executive: Shiran Chen Barazani, Dana Cogan
Project manager: Galia Ashri, Esti Smilg
Other credits: Chief Creative Officer: Gideon Amichay / Executive Creative Director: Tzur Golan / Executive Interactive Director: Guy Poreh / Interactive Copywriter: Nadav Raviv / Programmer: Alex Vasilenko / Interactive Studio Manager: Lena Feldman / Office Producers: Sigal Nugasy, Shira Robas, Marina Akilov, Daniel Kedem / Musical Production: Ran Shem Tov & Shiri Hadar (IZABO) / Singer: Roni Alter / Motion Graphics: Lior Sadeh & Elad Magdasy (LivyatanVisual)
Zebrafest Year/ID: 2010 / G42019
Group: G Media
Subgroup: New media
Award: Finalist
Product and services category: Public services and social engagements
Registrant: ACG
Country: MADZARSKA
Brand name: Road safety
Advertiser: Municipality of 12th district, Budapest
Advertising agency, city: ACG Advertising Agency, Y&R, Well, Budapest
Состав творческой группы: Art director: Andrea Horvath
Copywriter: Cecilia Pilis
Creative director: Peter Tihanyi
Account executive: Margit Olah
Headline (eng.): Slow down and you can see it
Media agency: ACG Advertising Agency
Media campaign idea explanation: Beginning 2009 more pedestrians were injured and even killed in the 12th district, Budapest. Campaigns objective: to change the attitude of the drivers. The idea: the meaning of pedestrian cross in Hungarian = zebra, like the stripy animal. ZEBRAFEST was huge exhibition with life-alike zebras, painted by the district school's students and placed next to the pedestrian crosses. Anyone could vote offline and online on its favourite zebra. Because of the small budget we could only use those media tools that local media owners offered gratis. An important aspect was that we had to communicate to the drivers and let them meet with the message as often as possible. So we used posters on autobuses and trams, that go among the cars, and other outdoor tools like posters at zebras, and public offices, parking meter posters, citylights next to roads. To reach the local people we also used several guerrilla and ambient media tools. During campaign everybody who had administration in connection with a motor vehicle in any offices in the district got a car flavour with our message on it. During nights we placed balloons on rear-view mirrors of cars and to every exhibited zebra we placed slowing boards with "slow down and you can see it" signs.
Client service director: Nikolett Blasko
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
