Year/ID: 2012 / G71027G12 Group: G Digital Subgroup: G71 Social network & community 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 Creative idea explanation: We started with the online seeding of the insulting screenshots. Overnight, traditional media outlets exploded, turning this into the hot topic of the day. Three days later we came with the solution: we redirected ROM’s webpage to a landing page, www.romaniansaresmart.com, where people could generate positive searches in Google pages around the world. With a fraction of a traditional media campaign's budget, we decided to put all our money in Google Adwords and Search Engine Optimization. RomaniansAreSmart.com managed to grow organically raising in just 3 days to no1 result in searches for “Romanians are”. From now on, our strategy was to push the campaign on the offline media agenda using online influencers and rallying top personalities for our campaign. We partnered with the top 10 Romanian bloggers, and launched online a series of testimonials featuring key opinion leaders. The campaign peaked when Romanian CNN, Realitatea TV, joined the campaign in a one-day live broadcast TV marathon, for the National Day, where public figures and regular folk offered support.
Multiple entry 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 year 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 / G71027G12 Group: G Digital Subgroup: G71 Social network & community 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 Creative idea explanation: We started with the online seeding of the insulting screenshots. Overnight, traditional media outlets exploded, turning this into the hot topic of the day. Three days later we came with the solution: we redirected ROM’s webpage to a landing page, www.romaniansaresmart.com, where people could generate positive searches in Google pages around the world. With a fraction of a traditional media campaign's budget, we decided to put all our money in Google Adwords and Search Engine Optimization. RomaniansAreSmart.com managed to grow organically raising in just 3 days to no1 result in searches for “Romanians are”. From now on, our strategy was to push the campaign on the offline media agenda using online influencers and rallying top personalities for our campaign. We partnered with the top 10 Romanian bloggers, and launched online a series of testimonials featuring key opinion leaders. The campaign peaked when Romanian CNN, Realitatea TV, joined the campaign in a one-day live broadcast TV marathon, for the National Day, where public figures and regular folk offered support.
Multiple entry 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 year 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 / G70005G12 Group: G Digital Subgroup: G70 Websites & micro sites
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.
Product and services: Pressure group fighting for women’s rightsRegistrant: LEO BURNETT BEIRUTCountry: LEBANONBrand name: No Rights, No WomenAdvertiser: No Rights, No WomenAdvertising agency, city: Leo Burnett, BeirutArt director: Lea Salibi, Natasha Maasri, Roula AsmarCopywriter: Rana Khoury, Diala HaidarCreative director: Bechara Mouzannar (CCO), Malek Ghorayeb (Regional Executive Creative Director), Areej MahmoudAccount Director /Manager: Nada Abi Saleh Other credits:
Creative idea explanation: Lebanese gender discriminatory laws reduce women to “half citizens”. The movement started on Facebook. Over 1,000 Lebanese women added mustaches to their profile pictures and changed their gender. The complex discriminatory laws were simplified and posted online.Our Facebook page became a meeting point for NGOs, … and to sign our online petition. Local and regional bloggers joined to help build hype.On March 8th, the movement went from the virtual world to the real one. The event made it to the opening of the 8 o'clock news.Overnight, we received international exposure in all media and over 57 blogs & websites. The Honor Crimes Law was abolished.
Year/ID: 2012 / G74012G12 Group: G Digital Subgroup: G74 Interactive tools and other digital solutions
Product and services: Olympic image campaignRegistrant: DDB BUDAPESTCountry: HUNGARYBrand name: Magyar TelekomAdvertiser: Magyar Telekom Zrt.Advertising agency, city: DDB BudapestArt director: Zsolt Balogh, Csovari Nora, Babucs PeterCopywriter: Juhasz Eva, Grosz AdamCreative director: Peter TordaiDesigner: Eduard Sik, Mendrei Zoltan, Richard FulopAccount Director /Manager: Gabor Szanto, Krisztina Balazs, Akos CsertanProgrammer: Eduard Sik Other credits: Chief creative director: Peter Tordai, Creative group head: Eva Juhasz, Head of digital creative: Zsolt Balogh, Creative technologist: Eduard Sik, Website programming: BDone
Creative idea explanation: Hungarian Telekom is one of the biggest sponsors of the country's Olympic team. Financially. But we wanted more: position Hungarian Telekom as the biggest, emotional sponsor. Helping the olympic athletes by feeling the support of the people and making people experience that their support does count. When you watch the games, your heart beats for your team. Is it possible to make the Olympic team to physically feel these heartbeats, even if they are 1500 (onethousandfivehundred) km away from home? We said yes it is. We created gadgets that are able to turn people's virtual support into a tangible sensation. These gadgets travelled to London with the athletes. Every time someone sent a message from our website, the gadgets received it as a heartbeat and created an encouraging experience right in the hand of the athletes. People became proud and dedicated supporters of the project so heartbeat sending spread like wildfire. We transmitted 28000 (twentyeightthousand) heartbeats, imagine it as a stadium filled with people all cheering for the Hungarian Olympic team!
Year/ID: 2012 / G70002G12 Group: G Digital Subgroup: G70 Websites & micro sites URL: http://thedeepestsite.com/
Product and services: BorjomiRegistrant: OGILVY & MATHER UKRAINECountry: UKRAINEBrand name: BorjomiAdvertiser: IDSAdvertising agency, city: Ogilvy&Mather Ukraine, KievArt director: Taras Dzendrovskii, Dima LebedevCopywriter: Evgeniya DzyubenkoCreative director: Will Rust, Alexandra DoroguntsovaAccount Director /Manager: Zoriana Kachurak, Victor Ishkov, Martin Alles, Nina Vasilchenko Other credits: Producer: Irina Pigal, Victor Firsanov (FIX Digital), Production House: FIX digital, Positive Pictures(Textures), Umbrella (Case Film)
Creative idea explanation: At present, almost everyone knows that Borjomi mineral water cleanses the body due to its unique composition, which was acquired in the depths of the Georgian mountains. But very few are aware of what its uniqueness mean. So the new Borjomi advertising campaign is devoted to revealing this secret.
Product and services: Anti-Drug CampaignRegistrant: MCCANN ERICKSON ISRAELCountry: ISRAELBrand name: Israel Anti-Drug AuthorityAdvertiser: Israel Anti-Drug AuthorityAdvertising agency, city: Mccann Digital, Tel-avivArt director: Nir HersztadtCopywriter: Daniel BarakCreative director: Nir RefuahPhotographer: Guli CohenDirector of Photography: Inbal FananAccount Director /Manager: Shibolet Alkobi Creative idea explanation: The Problem: The Israel Anti-Drug Authority is facing a serious crisis. 1 in every 20 young adults succumbs to drug abuse and is considered an addict. Our challenge was to prevent the use of hard drugs among individuals in our target audience between the ages of 18 and 24. The Solution: We were contemplating how to reach this young audience in its own territory, when the opportunity presented itself– Facebook introduced Timeline, a new way of telling your life story in chronological order, a true autobiography. We introduced Adam Barak to the world. We opened a new Timeline and divided it into 2 sections. Using the split-screen layout, Adam shows a year in his life with and without drugs, demonstrating to our audience what their timelines are liable to look like if they abuse drugs. The Results: Major TV stations, Newspapers and blogs worldwide covered Adam Barak's Timeline. We tracked hundreds of thousands of Tweets, Shares and Likes on facebook and tweeter. But more importantly, we started an international conversation on the effects of drug abuse.
Multiple entry explanation: "Drugs set your timeline" is a digital social campaign that demonstrate the damages of drug use over a long period of time.
Product and services: D,M & B Job AdvertismentRegistrant: DEMNER, MERLICEK & BERGMANN WERBEGESELLSCHAFT MBHCountry: AUSTRIABrand name: D,M & B Job AdvertismentAdvertiser: Demner, Merlicek & BergmannAdvertising agency, city: Demner, Merlicek & Bergmann, ViennaArt director: -Copywriter: Alistair Thompson, Patrick HeinCreative director: Alistair Thompson, Rene PichlerAccount Director /Manager: Lisa Benischek (Account Management) Other credits: Lukas Hueter (Graphic), Lilly Reich (Graphic), Cornelia Huber (Production)
Creative idea explanation: The problem: DMB needed a new graphic designer. But as experience showed, neither do creatives react to classic job advertisements, nor do they check the agency’s homepages for job offers; The solution: As part of their daily duty, graphic designers spend a lot of time browsing online font platforms. And that’s where we got them. In cooperation with Austria’s leading font platform, fontshop.com, we replaced the common sample text, which displays the fonts, by our job offering: dmb.at is looking for graphic designers; The result: We received 48 applications. And that’s how Christine found a font and a font.
Product and services: OzU UniversityRegistrant: 41? 29!Country: TURKEYBrand name: OzU UniversityAdvertising agency, city: 41? 29!, IstanbulArt director: Ufuk CetincanCopywriter: Ilyas Eralp, Alperen Altinoz, Ahmet TerziogluCreative director: Alemsah Ozturk, Seren KorogluDesigner: Emir Anarat, ActionScript Developer: Kagan Cam, .Net Developer: Emre BagciPhotographer: Interface Developer: Emre CakmakciIllustrator: Flash Animator: Enis KilicAccount Director /Manager: Mine PehlivanliFilm Production: Video Production: Kaporta Film Producer: Esra Sert Director of Photography: Gurhan DemirelEvent Production: Social Media Managers: Ali Guracar, Ozge DemirbasDigital Production: Gencer Soytemiz, Hidayet Bayraktar, Eren DursunMusic: Zeynep BozokDirector: Post Production: Asya Leman Saniturk, Dogus AslanProgrammer: Teaser Movie Production: Atlantik Film Producer: Umut Aral, Pelin Gunes Director: Umut Aral Other credits: Campaign Manager: Mert Alankaya
Creative idea explanation: Selecting the university is the life changing moment for any 18 years old. It will decide your job, your future. And Ozyegin is one of the newest and very different universities. It has an entrepreneurship program, good internship connections, harvard and stanford level teachers and so on. So we said that, if you choose Ozyegin, your future CV looks better! In order to prove that, we create a life simulation to show your years in Ozyegin Universitesi and more. In order to capture the attention of the 18 years olds, we created this simulation in facebook. We took Facebook timeline and turned it into future timeline, showing the user's Ozyegin Future! While playing with simulation, users created their future CVs and with those they have been elected and the chosen ones were interviewed from University jury and selected for scholarships! This way, a game really changed their life.
Multiple entry explanation: With this campaign University could choose its own students. (In our country there is a central system that manages choices). With this campaign, university got applications from top 1000 students. Because of the AI structure of the simulation system, everyone experienced a different life simulation.
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: The data from mobile app is streamed live to special banner ads that are targeted through IP address to locations where wrongly parked cars were spotted. These banners work as pop-ups where you see a car with a number 'parked' on an article you're reading.
Year/ID: 2012 / G73003G12 Group: G Digital Subgroup: G73 Games
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
Year/ID: 2012 / G74011G12 Group: G Digital Subgroup: G74 Interactive tools and other digital solutions 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 Soltions Other credits: Nemanja Stojanovic, Ana Mijajlovic, Igor Ristic
Creative 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.
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Multiple entry explanation: New Driving Tests is a desktop app that was launched as “new driving tests that leaked” on internet. The app resonated very well with people, resulting in immense response online and offline.
What Is There in the Darkroom?
Year/ID: 2012 / A16019G12 Group: G Digital Subgroup: G74 Interactive tools and other digital solutions URL: http://vimeo.com/40398430
Product and services: FIAP - the International Federation of Photographic ArtRegistrant: MFIVE CREATIVE GROUPCountry: RUSSIABrand name: FIAP - the International Federation of Photographic ArtAdvertiser: FIAP RussiaAdvertising agency, city: Mfive Creative Group, MoscowArt director: Maksim BuchenkovCopywriter: Marina MajorovaCreative director: Marina MajorovaAccount Director /Manager: Marina MajorovaFilm Production: MfiveDirector: Maksim BuchenkovProgrammer: Sergey Brovkin Other credits:
Creative idea explanation: FIAP (the International Federation of Photographic Art) with the help of the interactive movie involves a spectator-photographer in intriguing process! Taking shots by camera and using automatic settings a person sees the noise but using manual settings he sees the story in art-shots.The original movie http://youtu.be/FcnUFIxsZWoThe presentation http://vimeo.com/40398430
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05.10.2012
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
