Year/ID: 2012 / Q001G12 Group: Q Integrated communication campaigns Subgroup: Q Integrated communication campaigns URL: http://youtu.be/vQOJeGIpzE0
Product and services: FC Zenit, anti-racism at the stadiumRegistrant: GREAT ADVERTISING GROUPCountry: RUSSIABrand name: FC ZenitAdvertiser: Great Advertising GroupAdvertising agency, city: Great Advertising GroupArt director: Kirill Rojkov, Yuriy VorobievCopywriter: Ksenia Buksha, Andrey DanskovCreative director: Dmitriy MakarovIllustrator: Nikolay KopeykinAccount Director /Manager: Kirill Rojkov, Yuriy VorobievMusic: Noize MC Campaign idea explanation: The history and fame of St. Petersburg are inextricably intertwined with Pushkin. Squares, streets and buildings bear the poet’s name, and the rhythms of his immortal verse form the very heartbeat of the city. And when a supporter of the city’s football team, Zenit St. Petersburg, threw a banana at famous Brazilian star Roberto Carlos, an international scandal erupted, and the football community called on Zenit to be brought to account. Who, the football world wanted to know, would tackle the problem of racism at Zenit’s stadium? Pushkin? The club responded thus: Of course, Pushkin! Because Pushkin is in all of us. Even the most hardcore skinhead has fond childhood memories of Pushkin’s tales. And, of course, because ‘the father of Russian poetry’ was himself dark-skinned. Thus the idea for a project entitled ‘The Sun of Russian Poetry at Zenit’ was born.
Multiple entry explanation: Our campaing took place in multiple media channels, such as Internet, social networks, Youtube, broadcasting, live concerts, CDs, so it can be descripted as integrated media campaing.
Year/ID: 2012 / Q002G12 Group: Q Integrated communication campaigns Subgroup: Q Integrated communication campaigns
Product and services: Humanitarian fund B92Registrant: SAATCHI&SAATCHI BEOGRADCountry: SERBIABrand name: Battle for the babiesAdvertiser: Fond B92Advertising agency, city: Saatchi & Saatchi, BelgradeArt director: Ivana Zekovic, Svetlana DukicCopywriter: Zarko Veljkovic (Senior Copywriter), Nikola ZmajevicCreative director: Veljko GolubovicDesigner: Viktor MijatovicAccount Director /Manager: Sonja Milovic (Managing Director), Ivana MinovicDirector: Zarko Veljkovic Other credits: Vladimir Valcic (Print Production Manager), Jelena Nozica (Media Supervisor)
Campaign idea explanation: Serbian hospitals were poorly equipped to provide care for our youngest and most vulnerable citizens. The 40 years old incubators were severely outdated, resulting in death rate for babies to exceed 60 percent. “Battle for the Babies” was launched with the aim of raising funds for 100 incubators for youngest fighters the world has ever seen. We invited all brave people to join this battle for life and awakened the desire to fight together for the same cause. More than 700 companies and 1 million people supported this heroic battle. Campaign raised funds for 195 incubators, amounting to 2.600.000 € covering the needs of the entire country. Media reach was over 85% of total population. Campaign generated 420.000 € worth of free media and 1.700.000 € of PR.
Multiple entry explanation: Battle for the babies kicked off with activities of our guerilla squads and spread through web and social networks. Then we motivated all media channels to join the battle for life of prematurely born babies through donation of free media time. Media companies who supported the cause: all national and local TV stations; newspapers and magazines with highest readership in the country; national and local radio stations, billboards and city lights; bus branding companies; cinemas; numerous web sites and regional web portals.
Year/ID: 2012 / Q007G12 Group: Q Integrated communication campaigns Subgroup: Q Integrated communication campaigns
Product and services: NON-PROFIT ASSOCIATIONRegistrant: SAATCHI & SAATCHI SRLCountry: ROMANIABrand name: A.A.C.A.R. 'HORIA MOTOI'Advertiser: A.A.C.A.R. 'HORIA MOTOI'Advertising agency, city: Saatchi & Saatchi SRl, BucharestArt director: Laura Iane, Bogdan Vintila, Vlad GioguCopywriter: Marius Tianu, Loredana Barla, Andrei NicaCreative director: Johan OhlsonAccount Director /Manager: Carmen Barda, Ioana Hurdubelea Campaign idea explanation: The parents of an autistic child are as deeply affected as the child itself. Horia Motoi, a Romanian non-profit organisation, used a breakthrough repetition-based therapeutical technique called ABA. On April 2nd, world autism day, we asked the most important media channels – TV, radio, and press – to get involved and repeat several times part of their usual message. The campaign message was delivered afterwards: “the parents of an autistic child repeat a word thousands of time until the child understand it”.
Multiple entry explanation: Instead of talking solely about the autistic children, Horia Motoi - a Romanian non-profit organization - decided to include their parents in the discussion. The starting point of integrated communication strategy is the core idea of ABA Therapy: REPETITION.On April 2nd - World Autism Day – the most important 5 TV channels in Romania, 3 radio stations and 13 newspapers agreed on repeating their usual message. Facebook, blogs and news feeds lit it up with our message. The following days, the message was taken further by 7 major football teams who played live cup and league games on TV, music bands and famous actors.With ZERO paid media we earned more than 105.000 Euro in less than 3 weeks. In a matter of days, 1 out of 6 Romanians found out about the campaign.
Year/ID: 2012 / Q010G12 Group: Q Integrated communication campaigns Subgroup: Q Integrated communication campaigns
Product and services: Mineral WaterRegistrant: COHNANDJANSEN JWTCountry: ROMANIABrand name: Aqua CarpaticaAdvertiser: Valvis HoldingAdvertising agency, city: Cohnandjansen JWT, BucharestArt director: Nadia GhilcaCopywriter: Andei Cohn, Alexandru NegoescuCreative director: Andrei CohnAccount Director /Manager: Arina Stoenica Other credits: Raluca Iacob - Senior Strategic Planner, Ilinca Dumitrescu - AV Producer
Campaign idea explanation: This is the story of how Aqua Carpatica, a young, virtually unnamed bottled water brand changed the way Romanians see water. Why take on the market, when you can take on the whole system? This is how the revolution began. We decided to put out small budgets behind a great cause and bring down the wall of indifference and ignorance. Let’s change the water purity law in Romania. Encourage people to demand the introduction of the nitrates concentration on every water label in Romania. The campaign was built to create momentum and stir massive debates. We gave people means to join the debate, and take action. Our Facebook page exploded with comments, questions and supportive messages. In no time at all, we became the most important water brand on Facebook. Our message got heard immediately and generated an unprecedented wave of public reactions. Public figures offered their support. During the campaign, Aqua Carpatica was selling 5 million more liters of water each month. But, the biggest achievement of all is the positive impact of the public pressure. All the signatures we collected will be used to pressure the parliament to change the mineral water law.
Multiple entry explanation: From custom designed web site to powerful TV ads, a public petition and targeted PR, we employed all the tools at our disposal in order to change the water purity law in Romania.
Year/ID: 2012 / Q013G12 Group: Q Integrated communication campaigns Subgroup: Q Integrated communication campaigns
Product and services: foodRegistrant: VOSKHODCountry: RUSSIABrand name: Kungur meat factoryAdvertiser: Kungur Meat FactoryAdvertising agency, city: Voskhod, YekaterinburgArt director: Vladislav DerevyannykhCopywriter: Evgeny Primachenko, Aleksandr Parkhomenko, Anton KotovskiCreative director: Andrey GubaydullinDesigner: Marat Dzhantuganov, Dmitry MaslakovAccount Director /Manager: Pavel Skosyrsky Campaign idea explanation: We all sometimes open the fridge and ‘freeze’ trying to figure out what it is that we want for a snack. Combating this condition, which we called the desperate-for-a-snack syndrome, or the DFS syndrome, laid the foundation for the advertising campaign of the Kungur Meat Factory, the leader in the Perm region market. Teaser stage of the campaign was devised to intrigue people about the DFS syndrome. TV commercials displayed various manifestations of the DFS syndrome and people whose loved ones suffered from it. The commercials led to the special promotional website, where you could find out more about the syndrome and take a test. The teaser campaign was bolstered by outdoor and print advertising, whilst guerrilla posting added to the intrigue.Two weeks into the teaser campaign, the DFS syndrome became the talk of the town and it was time to put the cards on the table. At the pleaser stage we launched a video explaining the solution to the desperate-for-a-snack syndrome. The remedy was there! Kungur Meat Factory has reinforced its leadership in the market and the sales have gone up by 17%.
Year/ID: 2012 / Q018G12 Group: Q Integrated communication campaigns Subgroup: Q Integrated communication campaigns
Product and services: Catalogue 2012Registrant: INSTINCTCountry: RUSSIABrand name: IKEAAdvertising agency, city: Instinct, MoscowArt director: Roman FirainerCopywriter: Yaroslav OrlovCreative director: Roman Firainer, Yaroslav OrlovAccount Director /Manager: Marina Vershinina Campaign idea explanation: Every year IKEA gives to its customers all over the world an endless source of inspiration and ideas for their homes in new Catalogue. Every new IKEA Catalogue is devoted to a new theme/moto of the year. Idea for a new IKEA Catalogue 2012 is based on the simple consumer truth: Russians LOVE keeping old and “useless” stuff at home. Thus, we came up with a new motto for the year "Everything into home!* (*of Russian expression that means ‘nothing should be wasted or thrown away for its potential value in the future’)" and big year campaign "Thingternal (thing + eternal) values". So let's see the results! Please look through the video-case!
Year/ID: 2012 / Q019G12 Group: Q Integrated communication campaigns Subgroup: Q Integrated communication campaigns
Product and services: Marketing tools for Small businessesRegistrant: SEK & GREY OYCountry: FINLANDBrand name: Fonecta B2BAdvertiser: FonectaAdvertising agency, city: SEK & GREY, HelsinkiArt director: Petteri Vilkki, Juhamatti MurtomakiCopywriter: Jarkko TuuriCreative director: Jarkko TuuriDirector of Photography: Peter MatjaskoAccount Director /Manager: Karla Martinez Majander, Kalle TuomiFilm Production: Front DeskMusic: Extreme MusicDirector: Pekka Hara Other credits: Advertiser?s Supervisor: Jukka-Pekka Vuori, Ulla Koret, Maiju Lauren; Producer: Merja Metsavaara
Campaign idea explanation: Fonecta is originally a directory service that has rapidly grown to be a service company for both consumers and small businesses. Fonecta helps small businesses to succeed by providing them marketing tools to better reach their clients. Now in this promotion Fonecta even provides a possibility to make a real sponsorship deal with Formula One star Heikki Kovalainen. This is a totally unique promotion in Finland and probably in the world. To launch the campaign we created a fictional character called Kurre and his courier service to demonstrate the idea. This is a launch spot for ongoing campaign.
Year/ID: 2012 / Q028G12 Group: Q Integrated communication campaigns Subgroup: Q Integrated communication campaigns
Product and services: Verbal violence against childrenRegistrant: PUBLICIS SP. Z O.O.Country: POLANDBrand name: Fundacja Dzieci Niczyje / Nobody's Children FoundationAdvertiser: Fundacja Dzieci Niczyje / Nobody's Children FoundationAdvertising agency, city: Publicis, WarsawArt director: Joanna Bednarkiewicz, Alexandre BoucherCopywriter: Marek Preiss, Julia WojcikCreative director: Joanna Bednarkiewicz (creative grouphead), Bartek RamsAccount Director /Manager: Ewa Wasniewska, Agnieszka MazurDigital Production: Zuza PatockaScreenwriter: Michal Kisielewski, Lukasz Chomyn Campaign idea explanation: 50% of children in Poland suffer from verbal abuse. Up to now the problem has almost never been discussed in Poland. The campaign "Words hurt for a lifetime" should inform the society that the bad words the parents say to their children leave permanent marks in their future life. That's because the children think of themselves in the same way their parents call them. According to a study conducted by Millward Brown SMG/KRC, 85% of parents considered the campaign necessary.
Year/ID: 2012 / Q038G12 Group: Q Integrated communication campaigns Subgroup: Q Integrated communication campaigns URL: www.testovizavoznju.rs
Product and services: Traffic SafetyRegistrant: LEO BURNETT BEOGRADCountry: SERBIABrand name: Srpski komitet za bezbednost saobracaja (Serbian Committee for Trafic Safety)Advertiser: Srpski komitet za bezbednost saobracaja (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
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 is an innovative campaign – it is an app that was launched as “new driving tests that leaked” through a website, guerilla posters and across social media. The campaign generated immense free media, and pushed the government to make a public announcement regarding the issue.
Year/ID: 2012 / Q042G12 Group: Q Integrated communication campaigns Subgroup: Q Integrated communication campaigns
Product and services: Google Goggles Technology & Bookstore ServicesRegistrant: LEO BURNETT RUSSIACountry: RUSSIABrand name: GoogleAdvertiser: GoogleAdvertising agency, city: Leo Burnett MoscowArt director: Grigory Sorokin, Mikhail DerkachCopywriter: Erkin BekmirzaevCreative director: Grigory SorokinDesigner: Andrey SergeevAccount Director /Manager: Marina Andzhich Campaign idea explanation: Free-a-tree is an Android application developed with the support of Google and WWF. Every time you find an interesting paper book and intend to buy it, recognize the book with the app. Free-a-tree will search for its electronic version in popular online bookstores. The app will also count the number of book pages, determine density and the format of the paper, and then show how much wood it took to produce the book. After the purchase happens, the saved percentage is added to one of the app’s trees you “grow”. You can see your score in the global ranking and share the results with your friends. All the eco-network's achievements are available on a special website. Along with the purchase, a certain percentage of the proceeds is donated to WWF by partner bookstores.
Year/ID: 2012 / Q044G12 Group: Q Integrated communication campaigns Subgroup: Q Integrated communication campaigns
Product and services: Kauko Remotely Controlled Design CafeRegistrant: HASAN & PARTNERSCountry: FINLANDBrand name: Kauko Remotely Controlled Design CafeAdvertising agency, city: Hasan&Partners, Helsinki / Perfect Fools, StockholmArt director: Bruno Ribeiro / Hasan & Partners, Martin Samuelson / Perfect FoolsCopywriter: Mick Scheinin / Hasan & Partners, Magnus Ericsson / Perfect FoolsCreative director: Ami Hasan/ Hasan & Partners, Eka Ruola / Hasan & partners, Tony Hogqvist / Perfect FoolsAccount Director /Manager: Barbara Sorsa, Fredrik Heghammar Other credits: Tobias Wacker/hasan & partners, SIvi Uitto/hasan & partners, Minna Lairi/hasan&partners, Carlos Naude/ Perfect Fools , Bjorn Kummeneje /Perfect Fools, Bjorn Uppeke/Perfect Fools, Viktor Watterback/Perfect Fools, Paula Kreuger/Perfect Fools, Martin Torhage/Perfect Fools, Espen Brekkebraten/Twofatboys, Martin Hammarberg/Perfect Fools, Karl Nord/Perfect Fools, Patrick Sundberg/Perfect Fools, Erik Wikhom/Perfect Fools, Laura Aalto / WDCH2012 Bjorn Kummeneje /Perfect Fools, Laura Aalto / WDCH2012
Campaign idea explanation: Insights, Strategy and the Idea: World Design Helsinki 2012 (WDCH) wanted to point out that design is everywhere -people just take it for granted. Anything that makes things work better is design, design is everywhere, it affects everyone and anyone can affect it.It's important to communicate this thinking, as the year itself isn't really about anything concrete like events. The target audience are people who are not naturally interested in design. At the core of the marketing communication is Kauko - a movable cafe with design anyone can remotely control in real-time on the web. Chairs, tables etc. move when controlled by the web user. After this, users are directed to share ideas on how to make things work better on the web or using the WDCH mobile application. During the year, the cafe will be moved to different public.Creative Execution: At the core of the marketing communication is Kauko a movable cafe with design anyone can remotely control in real-time on the web. Chairs, tables etc. move when controlled by the web user.Film from the cafe is streamed in real-time on the web site. After this, sets are directed to share ideas on how to make things work better on the web or using the WDCH mobile application. All the elements of the campaign ( TV, print, outdoor and banners) invited people to try out Kauko. During the year, the cafe will be moved to different public locations, including a shopping mall in the center of Helsinki and the biggest fairs in Finland.Results and Effectiveness: In the three first months 141,290 unique visitors spent an average of 2:50 minutes on the site. PR from around the world, including Time, BBC, news on national Finnish television. Amount of PR became news in Finland.
Year/ID: 2012 / Q052G12 Group: Q Integrated communication campaigns Subgroup: Q Integrated communication 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: Since its 1964 launch, ROM chocolate has been a symbol of Romanian pride. With the 2010 American Rom campaign, the brand strengthened this position. However, after one year off air, ROM’s market share and brand indicators were going down. The brand needed a turnaround, all within a very small budget. The brief was to create a campaign to rekindle people’s national pride for December 1st -Romania’s National Day - a date that meant little but another day off to our 25-35 y.o core target, that however held ROM chocolate dear. Our solution was rooted in a stunning discovery... if one googled: ‘Romanians are’ in various languages the suggested search predictions were all derogatory. In addition French and Italian media had just launched backlash campaigns against Romanian immigrants. Changing Romanians’ image on Google was the perfect means for ROM to reach its communication objectives and re-awaken national pride.
Year/ID: 2012 / Q056G12 Group: Q Integrated communication campaigns Subgroup: Q Integrated communication campaigns
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
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 / Q059G12 Group: Q Integrated communication campaigns Subgroup: Q Integrated communication campaigns
Product and services: Hyatt hotelsRegistrant: YOUNG & RUBICAM POLAND SP.Z.O.O.Country: POLANDBrand name: Hyatt hotelsAdvertising agency, city: Y&R, WarszawaArt director: Wojtek MichalakCopywriter: Edyta KotowiczCreative director: Ryszard SrokaDesigner: Bartek WalczukAccount Director /Manager: Sylwia Korzeniewska Campaign idea explanation: Poland's National Football Team stayed at Hyatt Hotel during EURO 2012. Hotel wanted to provide footballers with the best possible service: best rooms, food, a spa etc. But because Poland, according to FIFA, was the worst team, despite these efforts they did not have much chances for fair fight. Therefore Hyatt decided to create a new hotel service for them: Doping TV – the 1st television in history dedicated entirely to support footballers, non-stop broadcasting to their 23 hotel rooms motivational messages from their fans from all over the world.
03.10.2012
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
