Year/ID: 2012 / R003G12 Group: R Direct campaigns Subgroup: R Direct campaigns
Product and services: ReconciliationRegistrant: BAUMANN BER RIVNAY SAATCHI & SAATCHICountry: ISRAELBrand name: Blood RelationsAdvertiser: The Peres Center for PeaceAdvertising agency, city: Ramat GanArt director: Nathan FreifeldCopywriter: Shachar AylonCreative director: Executive Creative Director and Deputy CEO: Yoram Levi, VP Creative Director: Nadav Pressman, Eran Nir / Tomer Gedron / Eddie GoldenbergDesigner: Steve ReichesDirector of Photography: Benjamin HiramAccount Director /Manager: Nir FederbushMusic: Tomer BiranDirector: Guy MichaelProgrammer: Leonid Angarov Other credits: Head Of Production & Content: Dorit Gvili / Initiator Of the Idea:Jean-Christophe Royer / Agency Producer: Bosmat Marmarely / Editor:Guy Dagan / Senior Planner:Guy Gordon / Account Executive: Noa Sharf / Strategic Planner: Rachel Friend
Creative idea explanation:
Campaign idea explanation: Background: The Israeli-Palestinian conflict has been going on for over 60 years, with growing tension every day. Mission: Find a creative way to bring Israeli and Palestinian citizenscloser together. Idea: Blood Relations – The mutual blood donation project. Instead of spilling blood, people from both sides could share it, starting with those with most reason to hate – bereaved Israeli and Palestinian families. The Israeli national blood bank and an Islamic hospital agreed to accept blood donations so they could be shared with those on opposite side to save lives.
Multiple entry explanation: Our idea got a direct response from some of the most hard-to-reach people in the world at the United Nations and The US State Department – by bringing those with most reasons to hate each other together, to share blood instead of spilling it.
Year/ID: 2012 / R010G12 Group: R Direct campaigns Subgroup: R Direct campaigns URL: www.romaniansaresmart.com
Product and services: Chocolate BarRegistrant: BV MCCANN ERICKSON ROMANIA SRLCountry: ROMANIABrand name: RomAdvertising agency, city: Mccann Erickson BucharestArt director: Arpad Rezi, Laurentiu StereCopywriter: Sebastian Olar, Alexandru VicolCreative director: Adrian Botan, Catalin Dobre, Dinu PanescuAccount Director /Manager: Raluca Voinea, Alina Cuzmin Campaign idea explanation: Our solution was rooted in a stunning discovery... If one googled: В»romanians areВ« in various languages the suggested search predictions were all derogatory. We knew the predictions could change if there were enough positive searches and online content on romanians. Changing romanians' image online was the perfect cause for rom to embrace to reach its objectives. For this we redirected rom's webpage to a landing page, www.romaniansaresmart.com where people could generate automated searches in google pages around the world. Our catchphrase: В»romanians are smartВ«. The campaign became a grassroots national pride movement, starting online and later transitioning to mainstream media.
Multiple entry explanation: Since its launch in 1964, rom chocolate bar was a beacon of patriotism. After challenging romanians' ego in 2010 with the american rom campaign, the brand had consolidated its position as national pride champion. After one year off air, rom's market share and brand indicators were going down. The brand needed to win back consumer's hearts and get back on track, all within a very small budget. We were challenged to create a brand activation that would rekindle people's national pride for december 1st – romania's national day - a date that meant to romanians just another day off from work.
Year/ID: 2012 / R011G12 Group: R Direct campaigns Subgroup: R Direct campaigns URL: www.testovizavoznju.rs
Product and services: Traffic SafetyRegistrant: LEO BURNETT BEOGRADCountry: SERBIABrand name: Srpski komitet za bezbednost saobraćaja (Serbian Committee for Trafic Safety)Advertiser: Srpski komitet za bezbednost saobraćaja (Serbian Committee for Trafic Safety)Advertising agency, city: Leo Burnett, BelgradeArt director: Rade SaptovicCopywriter: Predrag Simic, Djordje JankovicCreative director: Anja RadulovicIllustrator: Ivan Nedeljkovic & Ivana RadicAccount Director /Manager: Vladimir Vucicevic, Andreja Milkic, Jovana VazicProgrammer: Omnicom Solutions Other credits: Nemanja Stojanovic, Ana Mijajlovic, Igor Ristic
Creative idea explanation:
Campaign idea explanation: In 2009, Serbian government announced the new system of driving training and testing. Three years and thousands of lives later – the new system still doesn’t exist. Confidential driving tests leak to the public, resulting in young people only learning the leaked tests and not the entire range of traffic laws. So, we created an app with real accidents videos and let it leak as the “new driving tests for the new system”. Within 48 hours, Ministry of Interior announced that the new system starts on October 25th, and the site crashed temporarily due to used bandwidth.
Multiple entry explanation: New Driving Tests, an app launched guerilla style as “new driving tests that leaked” on internet, created engaging educational experience. The app resonated very well with people, resulting in immense response online and offline.
Year/ID: 2012 / R012G12 Group: R Direct campaigns Subgroup: R Direct campaigns
Product and services: McDonald'sRegistrant: DDB WARSZAWA SP. Z O.O.Country: POLANDBrand name: McDonald'sAdvertising agency, city: DDB, WarsawArt director: Magdalena DrozdowskaCopywriter: Mateusz KsiazekCreative director: Zuzanna Duchniewska-Sobczak, Maciek WaligГіraAccount Director /Manager: Nazar Al-Khouri, Anna Polka, Anna SwiderekDigital Production: Andrzej Krok, Marek Kozlowski Other credits: Robert Grabowski - Flash Developer
Campaign idea explanation: Hamburger Timetable installed on the way to McDonald's at the Central Train Station in Warsaw. It displays real-time train information and something extra: waiting time not in minutes but in... hamburgers, cokes and fries you manage to eat at McDonald's before your train leaves. It also reckons delays. The longer you wait, the more menu items on the screen.
Multiple entry explanation: A direct campaign that attracted thousands of passengers to McDonald’s store at the central train station. Supported by viral, social media and PR activities.
04.10.2012
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
