Year/ID: 2012 / H002G12 Group: H Mobile Subgroup: H Mobile
Product and services: GameRegistrant: LEO BURNETT SP. Z O.O.Country: POLANDBrand name: JeepAdvertiser: Fiat Auto Poland S.A.Advertising agency, city: Leo Burnett WarsawArt director: Robert ChudzikCopywriter: Kamil KowalczykCreative director: Pawel HeinzeDesigner: Pawel ZolynskiAccount Director /Manager: Marta Obluska, Tomasz OrlowskiProgrammer: Rafal Kostecki Other credits: Marcin Krynski, Pawel Kulinski, Andrzej Stys
Product and services: The-Village.ru (On-line city guide)Registrant: LOOK AT MEDIACountry: RUSSIABrand name: The VillageAdvertiser: The VillageAdvertising agency, city: LOOK AT MEDIA MoscowArt director: Vladimir ShreyderCopywriter: Alexey ArtyukhovCreative director: Katya Bazilevskaya, Rob IkkiAccount Director /Manager: Alya GabdurakhmanovaDigital Production: LOOK AT MEDIA Moscow Other credits: Technical Director: Alexander Rybyakov; Mobile App Developer: Alexander Simonov; Flash Developer: Alexander Redinger
Creative idea explanation: 'Douche parking' is a huge city problem in Russia. There're not many places to park but also there're people who just don't care about others. Online city newspaper, The Village.ru, has decided to help people make such behaviour socially unacceptable using digital media. We've created a free app. It allows people to take pictures of wrongly parked cars, and save the car number, type (e.g. crossover) and colour. This data is streamed live to special banner ads that are targeted through IP address to locations where these cars were parked. These banners work as pop-ups where you see a car with a number 'parked' on an article you're reading. When you hover over the banner it lets you know that this car is annoying people in a certain street in the city right now just like it's doing on the site. The user was motivated to share the picture of the 'parking douche' in social media to close the banner. Because of the IP address/location targeting, lots of people saw themselves, their neighbours/colleagues or the 'douches' they saw and hated for a long time. That made them care and share the project information, and others were left feeling ashamed.
Multiple entry explanation: By using mobile app people can take pictures of wrongly parked cars and save information about them (plate number, body type and colour) in database. This data is streamed live to special banner ads that are targeted through IP address to locations where these cars were parked.
Year/ID: 2012 / H006G12 Group: H Mobile Subgroup: H Mobile
Product and services: Mobile applicationRegistrant: APP&GO MOBILECountry: ROMANIABrand name: IRSAAdvertiser: The Romanian Institute of Applied SeismologyAdvertising agency, city: App&Go Mobile, BucharestArt director: Cristian NeculaCopywriter: Alexandru VicolCreative director: Adrian PredaAccount Director /Manager: Adrian Stanescu, Simona PredaProgrammer: Cosmin Sulea Other credits:
Creative idea explanation: Created for IRSA (The Romanian Institute for Applied Seismology), “Vrancea Earthquake Alert” is a mobile iOS application that warns users at the moment that an earthquake occurs, for magnitudes higher than 4.8 degrees Richter. Based on the difference between the moment the alarm goes off and the time when the shockwave reaches the user’s position, the app gives subscribers precious seconds to find a safe place before it arrives.
Year/ID: 2012 / H013G12 Group: H Mobile Subgroup: H Mobile
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 Creative 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 / H015G12 Group: H Mobile Subgroup: H Mobile
Product and services: Austrian red.ticketsRegistrant: WUNDERMAN PXPCountry: AUSTRIABrand name: AustrianAdvertising agency, city: Wunderman PXP, ViennaArt director: Philipp BrunsteinerCopywriter: Karin UebelbacherCreative director: Tom Krutt, Gerd HaselsteinerAccount Director /Manager: Markus Belina, Jan Heinrich Other credits:
Creative idea explanation: Every airline offers discount tickets, so price alone is not the key to winning over individual city travellers. Travelling is all about curiosity. www.redguide.at and the iPhone app offer both editorial AND community tips, whet the appetite for travelling and make the brand your travel companion. No prices. No offers. Just pure travel experience - and personalized services.
Product and services: EyewearRegistrant: MCCANN ERICKSON ISRAELCountry: ISRAELBrand name: OpticanaAdvertiser: Opticana eyewearAdvertising agency, city: Mccann Digital, Tel-avivArt director: Nir HersztadtCopywriter: Elav HorwitzCreative director: Nir RefuahAccount Director /Manager: Niv Kantor Creative idea explanation: To trace people who need glasses and know it yet, we made a very simple pop-up banner for iPhones that was created to promote Opticana eye wear. When you zoom in on a text on your iPhone at Ynet.co.il (Israeli leading news site), a pop-up appears asking if you need to zoom in to see clearly - and offer a free eye examine at opticana store located near your current location.
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
