Year/ID: 2012 / N068G12 Group: N New or innovative Subgroup: N New or innovative
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 / N068G12 Group: N New or innovative Subgroup: N New or innovative
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 / N060G12 Group: N New or innovative Subgroup: N New or innovative
Product and services: Mcdonald's store at Central train stationRegistrant: DDB WARSZAWA SP. Z O.O.Country: POLANDBrand name: Mcdonald's PolandAdvertiser: Mcdonald's PolandAdvertising agency, city: DDB Warsaw, WarsawArt director: Magdalena DrozdowskaCopywriter: Mateusz KsiazekCreative director: Zuzanna Duchniewska-Sobczak, Maciej Waligora, Marcin MroszczakAccount Director /Manager: Nazar Al-Khouri, Anna Polka, Anna SwiderekFilm Production: Kasia SeyfriedDigital Production: Robert Grabowski, Marek Kozlowski, Andrzej Krok, Jacek Lukasik, Piotr Muranty Other credits: Piotr Muranty - Bizrunner
Creative 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 new and innovative way of combining real-time train information with McDonald’s menu.
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 RefuahAccount Director /Manager: Shibolet Alkobi Creative idea explanation: The Brief:In 2011 The Israel Anti-Drug Authority (IADA) identified a rise in drug users between the ages of 18-24. It was reported that 1 in 20 young adults can be characterized as a regular drug user and as an addict. The IADA is a governmental body, with a relatively small advertising budget. In recent years, it has invested most of its efforts in an early-preventions strategy: Attempting to prevent drug use, and first time drug experiments amongst teenagers. Lately, it recognized that there is an increase in the drug experiments and usage amongst young adults who have just completed their mandatory military service. The IADA decided to focus on this specific group for their campaign. Several research studies, surveys, interviews and focus groups were conducted in order to characterize the target audience accurately. The goal was to create an effective campaign which would be able to penetrate the "wall of apathy" which is known to surround this target audience. Analyzing the media exposure data revealed that over 94% of Israeli young adults use online social networks, spending over 11 hours per month on social websites (The most in the world, and two times the global average). The most popular social media used is Facebook, with over 90% penetration. On the other hand, this audience is hardly exposed to traditional media such as TV and Radio. Our challenge was to prevent the use of drugs such as Crystal Meth, Heroin and Ketamine 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 in over 50 countries covered Adam Barak's Timeline. We tracked hundreds of thousands of Tweets, Shares and Likes on facebook and twitter. But more importantly, we started an international conversation on the effects of drug abuse.
Multiple entry explanation: "Drugs set your timeline" is the 1st campaign ever to use facebook timeline feature as a medium.
Year/ID: 2012 / N010G12 Group: N New or innovative Subgroup: N New or innovative
Product and services: NGORegistrant: LEO BURNETT SP. Z O.O.Country: POLANDBrand name: Amnesty InternationalAdvertiser: Amnesty InternationalAdvertising agency, city: Leo Burnett WarsawArt director: Yigit UnanCopywriter: Anna Gadecka, Pawel HeinzeCreative director: Pawel HeinzeAccount Director /Manager: Lukasz Zajaczkiewicz, Marcin KrynskiDigital Production: Beside The Park: Zofia Mazurkiewicz Oszczepalinska, Piotr Zadrozny, Adam ZygmanowskiProgrammer: Pawel Kulinski Other credits:
Year/ID: 2012 / N018G12 Group: N New or innovative Subgroup: N New or innovative
Product and services: WooliteRegistrant: EURO RSCG WARSAWCountry: POLANDBrand name: Reckitt BenckiserAdvertising agency, city: Euro RSCG WarsawArt director: Rafal RysCopywriter: Magda BanasikCreative director: Jacek SzuleckiAccount Director /Manager: Malgorzata Szerenos Other credits:
Creative idea explanation: An installation that consumers could interact with. By the press of a button the colour revitalisation benefit came to life in a spectacular way – woven plastic tubing formed in the shape of a dress were filled up with colour from a bottle o Woolite. If the installation was not initiated by consumers, it activated itself automatically every 10 minutes. The promotion was based on the idea that “Wollite brings back colour to clothes” and the benefit of colour revitalisation. In order to bring this idea to life an installation was build for consumers to interact with: 200 meters of tubing, 4 liguid-pumps, 4 air-pumps, 1 Motion Sensor, 2 Solenoid Valves and a computerised control system. By the press of a button woven plastic tubing formed in the shape of a dress were filled up with colour from a bottle o Woolite. If the installation was not initiated by consumers, it activated itself automatically every 10 minutes.
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 BazilevskayaAccount 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: We used an innovative way of integration of mobile app, display ads and social media. Data from mobile app is streamed live to banner ads that are targeted through IP address to locations where cars were spotted. The banner appears over the content and needs to be shared in social networks.
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
