Product and services: Product - Scotch WhiskyRegistrant: REFORMACountry: BULGARIABrand name: Chivas RegalAdvertiser: Pernod Ricard BulgariaAdvertising agency, city: Reforma Advertising, SofiaArt director: Boris BratkovCopywriter: Yordan PetkovCreative director: Martin DimitrovAccount Director /Manager: Maria Marinova Campaign idea explanation: Chivas 12 Chairs is a project where Achievement meets Ambition among important for Chivas Regal professional groups - Architects, IT, Advertising, Economics specialists, Journalists, Artists. In a series of professional meetings 6 established and 6 young and ambitious professionals explored the answer of the question " Which are the things we don't like in our profession and what are the ways to change them?" In the project's web site www.chivas12.bg people voted for the experienced "mentors" they find most inspiring. The website was also the place where ambitious young professionals could ask questions and thus win an invitation for the round table.
Multiple entry explanation: We gathered 6 of the top specialists in the specific business area together with 6 of the most progressive young professionals in a discussion that ended up with a Manifesto - a document guiding a light at the direction for development of the branches.
Product and services: FestivalRegistrant: LEO BURNETT SP. Z O.O.Country: POLANDBrand name: Heineken Open'er FestivalAdvertiser: Grupa Zywiec S.A.Advertising agency, city: Leo Burnett WarsawArt director: Yigit Unan, Robert Chudzik, Nina LupinskaCopywriter: Anna Gadecka, Kamil KowalczykCreative director: Pawel Heinze, Krzysztof IwinskiPhotographer: Lukasz MurgrabiaAccount Director /Manager: Agnieszka Sadowska, Jacek PilachowskiEvent Production: Alter ArtDigital Production: K2 Internet S.A. / Brainshop U-boot Sp. z o.o. Other credits:
Product and services: Polskieradio.plRegistrant: HYPERMEDIA SP. Z.O.OCountry: POLANDBrand name: PolskieRadio.plAdvertiser: Hypermedia IsobarAdvertising agency, city: Hypermedia Isobar, WarsawArt director: Krzysztof JagiełoCopywriter: Jan CieślarCreative director: Maciej NowickiDesigner: Krzysztof JagiełoAccount Director /Manager: Sylwia SkarzyńskaEvent Production: Polskie RadioMusic: Jarek LublinProgrammer: Piotr Polit, Jakub Tutak Campaign idea explanation: About: Hypermedia Isobar created an event, where people could literally touch the most important sounds of the XX century. Brief: PolskieRadio.pl is a news portal with the largest radio recordings database in Poland. Our task was to promote it at on of the biggest science fairs in Europe - Science Picnic. We wanted to amuse people and make them remember this day. Idea: To do that, we’ve printed out the most famous historical radio recordings with the revolutionary technology of 3D printing. To create a sound, that you can touch. Mysterious teaser invitations for the event were aired on the national radio stations (eg. "Printing Voice" - beatbox simulation of printer sounds, or "Midas" about the mythical king who is forced by the music industry to turn bad songs into golden hits with his magical touch). Internet communication consisted of interactive banner and Facebook app that let people vote on their favourite recordings from the XX century. Some of them were important political speeches such as "I had a dream", some were funny, some touching, but each of them had it's own place in popular culture. Results: We have created an unforgettable experience for thousand of visitors, who touched the sound for the first time in their life. Our event reinforced PolskieRadio.pl brand image as tech-savvy and culture oriented. Our idea already has been recognized - one of the sound waves, a recording of a troop crying out the well known poem "We demand ammunition", became exhibited in the Warsaw Uprising Museum.
Multiple entry explanation: "Touch the sound" was event based on innovative technology so it fits perfectly both categories: event and innovative.
Product and services: Model Makers FairRegistrant: OGILVY & MATHER GMBHCountry: AUSTRIABrand name: Reed Exhibitions Messe ViennaAdvertising agency, city: Ogilvy & Mather, ViennaArt director: Michael Kaiser, Klaus SeethalerCopywriter: Karin Schalko, Michael RittmannsbergerCreative director: Gerd Schulte DoeinghausAccount Director /Manager: Petra Walter Other credits: Model Builder: Rudolf Mayer
Creative idea explanation:
Campaign idea explanation: The opening day of the model makers fair was until now the least-visited day of the whole fair. The aim was to change that this year. Fortunately, in 2011, the beginning of the fair coincided with Independence Day in Austria. Our job was to redirect visitors of the Independence day's celebration to the model makers fair. We sent a self-made tank to join the traditional military parade at the Heroes Square in Vienna. Remote-controlled, with a total weight of 320 kg and to the scale of 1:5. Past the cordoned areas, the police and the military, our tank pushed relentlessly through to his huge counterparts, the real tanks and military equipment displayed at the Heroes Square. The magic of model making is to make things smaller. In intruding the military parade with our mini tank, we transfered much of this magic directly to the Independence Day's celebrations, drawing attention to the starting model makers fair. But more important: Guerilla advertising has never been taken so literally!! The previous visitor number record was increased by a further 4 % and the model makers fair enjoyed its best ever opening day.
Year/ID: 2012 / U77001G12 Group: U Events Subgroup: U77 Social and charity events
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 GoldbergDesigner: Steve ReichesDirector of Photography: Benjamin HiramAccount Director /Manager: Nir FederbushEvent Production: Baumann Ber RivnayMusic: 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
Campaign idea explanation: Background: The Israeli-Palestinian conflict has been going on for over 60 years, without an end in sight. People on both sides are losing hope... Mission: Find a way to bring Israeli and Palestinian citizens closer 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 focused on an extraordinary event – getting those with most reasons to hate each other together to share blood instead of spilling it – and using various media, reached an estimated 350 million people worldwide, including those most hard-to-reach at the United Nations and The US State Department.
Year/ID: 2012 / U77009G12 Group: U Events Subgroup: U77 Social and charity events
Product and services: Educational program - Road safetyRegistrant: PUBLICIS BUCHARESTCountry: ROMANIABrand name: Romania traffic policeAdvertiser: Romania traffic policeAdvertising agency, city: Publicis, BucharestArt director: Raluca BararuCopywriter: Andrei Gurau, Andy DanilucCreative director: Razvan CapanescuAccount Director /Manager: Ema IonescuEvent Production: Cristian Balaci Other credits: Andreea Nedelea - BTL Account Manager / Claudia Farin - BTL Account Manager
Creative idea explanation:
Campaign idea explanation: The “departure from life” ritual used in the Romanian Orthodox funerals is very dramatic, meant to underline “the pain of the soul being separated from the body”. Usually, these Romanian funerals feature old mothers who act as professional criers, locally called - “bocitoare”. It’s the old custom that, no matter which family you depart from, makes sure you’ll be properly mourned. So instead of regular promoters, we gathered a group of professional funeral criers and went clubbing. We also replaced the classic windshield leaflets with traditional funeral towels. Idea: If you drink, you’ll drive on your last journey!
Multiple entry explanation: This was our unconventional response to the ridiculous budget we had to deal with. Therefore, it was well thought to be something more than a memorable stunt - to earn media, go viral and be immediately picked up by the traditional media (TV and press).
Year/ID: 2012 / U77010G12 Group: U Events Subgroup: U77 Social and charity events
Product and services: AmnestyRegistrant: YOUNG & RUBICAM POLAND SP.Z.O.O.Country: POLANDBrand name: AmnestyAdvertising agency, city: Y&R, WarszawaArt director: Bartlomiej WalczukCopywriter: Jakub SaganCreative director: Ryszard SrokaAccount Director /Manager: ЕЃukasz KrГіl, Pawel JaworskiFilm Production: Modest Mysliwski/Filmgarden Campaign idea explanation: On July 2012 there was a UN's summit regarding the "Bulletproof" Arms Trade Treaty. Our goal was to collect 10 000 signatures under Amnesty International petition for the UN's summit, so allied countries would be under bigger pressure to sign the treaty. We have shown up at the 5 biggest summer music festiwals in Poland and pointed laser sights at young people. When someone realized being on sight, we projected our message on them: You too can become a vistim of uncontrolled weapons. Your signature can make a change. Did it work? Find out in our movie!
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
