Cannes Lions 2009 - Бронзовые призеры в номинации Media Lions (часть 3)
canneslions.com cannes lions 2009
24.06.2009 19:59
Надежда Анатольева
| IT'S DEAD FRUITY! |
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|
| Type of Entry: |
Product & Service |
| Category: |
Fast Moving Consumer Goods |
| Title: |
IT'S DEAD FRUITY! |
| Advertiser/Client: |
VITASOY INTERNATIONAL HOLDINGS |
| Product/Service: |
VITA JUICE |
| Entrant Company: |
PHD HONG KONG, HONG KONG |
| Advertising Agency: |
DDB WORLDWIDE Hong Kong, HONG KONG |
| Media Agency: |
PHD HONG KONG, HONG KONG |
Creative Credits |
| DESTAPADOS COPA |
|
|
| Type of Entry: |
Product & Service |
| Category: |
Fast Moving Consumer Goods |
| Title: |
DESTAPADOS COPA |
| Advertiser/Client: |
COCA-COLA |
| Product/Service: |
COCA-COLA |
| Entrant Company: |
HAVAS SPORTS & ENTERTAINMENT Buenos Aires, ARGENTINA |
| Media Agency: |
HAVAS SPORTS & ENTERTAINMENT Buenos Aires, ARGENTINA |
Creative Credits |
| CHARLIE'S ROOM |
|
|
| Type of Entry: |
Product & Service |
| Category: |
Fast Moving Consumer Goods |
| Title: |
CHARLIE'S ROOM |
| Advertiser/Client: |
KRAFT |
| Product/Service: |
ROYAL GELATIN |
| Entrant Company: |
JWT COSTA RICA San JosГc, COSTA RICA |
| Advertising Agency: |
JWT COSTA RICA San JosГc, COSTA RICA |
| Media Agency: |
STARCOM COSTA RICA San JosГc, COSTA RICA |
Creative Credits |
| FALLING IN LOVE AGAIN |
|
|
| Type of Entry: |
Product & Service |
| Category: |
Fast Moving Consumer Goods |
| Title: |
FALLING IN LOVE AGAIN |
| Advertiser/Client: |
MARS |
| Product/Service: |
CONFECTIONERY |
| Entrant Company: |
STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES |
| Media Agency: |
STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES |
Creative Credits |
| CLEAN THE COMMENTS |
|
|
| Type of Entry: |
Product & Service |
| Category: |
Fast Moving Consumer Goods |
| Title: |
CLEAN THE COMMENTS |
| Advertiser/Client: |
SCHESTOWITZ |
| Product/Service: |
COLGATE TOTAL PROFESSIONAL CLEAN |
| Entrant Company: |
SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL |
| Advertising Agency: |
SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL |
Creative Credits |
| HONDA LIVE AD |
|
|
| Type of Entry: |
Product & Service |
| Category: |
Cars & Automotive Services |
| Title: |
HONDA LIVE AD |
| Advertiser/Client: |
HONDA |
| Product/Service: |
HONDA ACCORD |
| Entrant Company: |
STARCOM MEDIAVEST GROUP London, UNITED KINGDOM |
| Advertising Agency: |
4 CREATIVE London, UNITED KINGDOM |
| Media Agency: |
STARCOM MEDIAVEST GROUP London, UNITED KINGDOM |
Creative Credits |
| YOU CREATE THE CAR |
|
|
| Type of Entry: |
Product & Service |
| Category: |
Cars & Automotive Services |
| Title: |
YOU CREATE THE CAR |
| Advertiser/Client: |
PEUGEOT MOTORS COMPANY |
| Product/Service: |
PEUGEOT |
| Entrant Company: |
OMD UK London, UNITED KINGDOM |
| Media Agency: |
OMD UK London, UNITED KINGDOM |
Creative Credits |
| CEILING CINEMA |
|
|
| Type of Entry: |
Product & Service |
| Category: |
Cars & Automotive Services |
| Title: |
CEILING CINEMA |
| Advertiser/Client: |
NISSAN CENTRE EUROPE |
| Product/Service: |
NISSAN MICRA C+C CABRIO |
| Entrant Company: |
TBWA\GERMANY Berlin, GERMANY |
| Advertising Agency: |
TBWA\GERMANY DГ?sseldorf, GERMANY |
Creative Credits |
| TAXI ROCKOLA CHEVROLET |
|
|
| Type of Entry: |
Product & Service |
| Category: |
Cars & Automotive Services |
| Title: |
TAXI ROCKOLA CHEVROLET |
| Advertiser/Client: |
GENERAL MOTORS COLMOTORES |
| Product/Service: |
TAXI 7:24 CHEVROLET |
| Entrant Company: |
SANCHO BBDO COLOMBIA BogotГЎ, COLOMBIA |
| Advertising Agency: |
SANCHO BBDO COLOMBIA BogotГЎ, COLOMBIA |
Creative Credits |
| TOKYO FASHION MAP |
|
|
| Type of Entry: |
Product & Service |
| Category: |
Clothing, Footwear & Accessories |
| Title: |
TOKYO FASHION MAP |
| Advertiser/Client: |
UNIQLO CO |
| Product/Service: |
VARIATED PARKA SERIES |
| Entrant Company: |
DENTSU Tokyo, JAPAN |
| Advertising Agency: |
DENTSU Tokyo, JAPAN |
Creative Credits |
| POWERFUL FAN |
|
|
| Type of Entry: |
Product & Service |
| Category: |
Other Consumer Products (including Durable Goods) |
| Title: |
POWERFUL FAN |
| Advertiser/Client: |
MIDEA HOME APPLIANCE & ELECTRONICS |
| Product/Service: |
ELECTRIC FAN |
| Entrant Company: |
FIRSTELL COMMUNICATIONS SHANGHAI, CHINA |
| Advertising Agency: |
FIRSTELL COMMUNICATIONS SHANGHAI, CHINA |
Creative Credits |
| VEJA 40 YEARS |
|
|
| Type of Entry: |
Product & Service |
| Category: |
Financial Products & Services |
| Title: |
VEJA 40 YEARS |
| Advertiser/Client: |
ITAГ? BANK |
| Product/Service: |
BANK |
| Entrant Company: |
AFRICA Sao Paulo, BRAZIL |
| Advertising Agency: |
AFRICA Sao Paulo, BRAZIL |
Creative Credits |
| HUGE YELLOW DARTS |
|
|
| Type of Entry: |
Product & Service |
| Category: |
Commercial Public Services |
| Title: |
HUGE YELLOW DARTS |
| Advertiser/Client: |
YELLOW PAGES GROUP |
| Product/Service: |
YELLOW PAGES DIRECTORIES |
| Entrant Company: |
COSSETTE MEDIA Toronto, CANADA |
| Media Agency: |
COSSETTE MEDIA Toronto, CANADA |
|
| SENDING REAL GREETING CARDS |
|
|
| Type of Entry: |
Product & Service |
| Category: |
Commercial Public Services |
| Title: |
SENDING REAL GREETING CARDS |
| Advertiser/Client: |
JAPAN POST SERVICE CO |
| Product/Service: |
MIXI NEW YEAR'S GREETING CARD |
| Entrant Company: |
HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN |
| Media Agency: |
HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN |
Creative Credits
| Name |
Company |
Position |
| Keitaro Sato |
Hakuhodo Dy Media Partners Inc. |
Producer |
| Kentaro Iinuma |
Hakuhodo Dy Media Partners Inc. |
Producer |
| Kensuke Joji |
Hakuhodo Dy Media Partners Inc. |
Technical Director |
| Atsushi Paulo Kobayashi |
Hakuhodo Dy Media Partners Inc. |
Account Executive |
| Kazuhiro Suda |
Hakuhodo Inc. |
Creative Director |
| Tomohiko Hayashi |
Hakuhodo Inc. |
Director |
| Katsuhiko Ono |
Hakuhodo Inc. |
Account Director |
| Sojiro Sato |
Hakuhodo Inc. |
Account Exective |
| Akihiro Sugishita |
Hakuhodo Product's Inc. |
Account Executive |
| Yasuto Hara |
Hakuhodo Dy Intersolutions Inc. |
Account Executive |
| Azumi Maruyama |
Hakuhodo Dy Intersolutions Inc. |
Account Executive |
| Tetsu Nishimura |
Japan Post Service Co./Ltd. |
Marketing Manager |
| Akinori Harada |
Mixi/Inc. |
Media Producer |
| Hirokazu Sakairi |
Mixi/Inc. |
Media Producer |
| Natsuko Nishimura |
Mixi/Inc. |
Media Producer |
| Jun Morimoto |
Mixi/Inc. |
Technical Director |
| Takahiro Mayumi |
Mixi/Inc. |
Technical Director |
| Ryota Okada |
Shake Inc. |
Art Director |
| Takuya Kawai |
Himanainu Inc. |
Director |
| Kentaro Okada |
Mail De Gift. Co |
Technical Director |
| Results and Effectiveness: |
| Website hits topped 3.3 million UU and 18 million PV. Sign-up for the service vastly exceeded expectations: over 700,000 New Yearв?Ts greeting cards were sent not only within Japan but from 167 countries. 70% of the people who used this service were in their 20s and 30s, proving that we effectively connected to our target. Through television, magazine and newspaper coverage nationwide, we reached 60 million people, which converts to a media fee value of 1.2 billion yen. |
| Creative Execution: |
| Using SNS's API, we developed a service that enabled Mixi members to send a real-world New Yearв?Ts greeting card via the postal system to online friends even if they donв?Tt know their name or address. The system greatly appealed to people who were most comfortable with digital communication, but felt the desire to expand their online friendships to the real world. To solve the client's objective, media agency and media company collaborated in the development of a new system which opens doors for online users and has become a new model for business revenue. Moreover, this new online business model is promising as Intellectual Property with various potential business uses. |
| Insights, Strategy and the Idea: |
| The exchange of New Yearв?Ts greeting cards is a 1000-year custom in Japan. But today, especially among young people, it is declining. Our marketing objective was to boost the sales of greeting cards by reviving the tradition among the current generation, which grew up communicating by email rather than handwritten letters. Knowing well that we could not roll back time and simply advertise our way to success, we aimed instead to create a new system for exchanging greeting cards that would be relevant to young people. We did so by collaborating with Japanв?Ts largest SNS, Mixi. Unlike large western SNS, Mixiв?Ts membership is anonymous. This was the source of our insight: Mixi members develop very close online friendships, but they typically do not know each otherв?Ts real-world identity. By offering them a chance to strengthen their friendships, we were able to promote New Yearв?Ts greeting card sales. |
|
| TREEHOUSE RESTAURANT |
|
|
| Type of Entry: |
Product & Service |
| Category: |
Commercial Public Services |
| Title: |
TREEHOUSE RESTAURANT |
| Advertiser/Client: |
YELLOW |
| Product/Service: |
YELLOW PAGES |
| Entrant Company: |
COLENSO BBDO Auckland, NEW ZEALAND |
| Advertising Agency: |
COLENSO BBDO Auckland, NEW ZEALAND |
| 2nd Advertising Agency: |
AIM PROXIMITY Auckland, NEW ZEALAND |
| Media Agency: |
STARCOM NEW ZEALAND Auckland, NEW ZEALAND |
Creative Credits
| Name |
Company |
Position |
| Nick Worthington |
Colenso BBDO |
Executive Creative Director |
| Steve Cochran |
Colenso BBDO |
Creative Director |
| Dave King |
Aim Proximity |
Creative Director |
| Anne Boothroyd |
Colenso BBDO |
Creative |
| Tony Clewett |
Aim Proximity |
Creative |
| Aaron Goldring |
Aim Proximity |
Creative |
| Maria Lishman |
Colenso BBDO |
Creative |
| Nick Worthington |
Colenso BBDO |
Creative |
| Steve Cochran |
Colenso BBDO |
Creative |
| Dave King |
Aim Proximity |
Creative |
| Paul Courtney |
Colenso BBDO |
Project Manager |
| Matthew Pickering |
Aim Proximity |
Account Service |
| Ngaio Pardon |
Colenso BBDO |
Account Service |
| Victoria Pether |
Aim Proximity |
Account Service |
| Karen Boulton |
Aim Proximity |
Account Service |
| Krystel Houghton |
Colenso BBDO |
Account Service |
| James Hurman |
Colenso BBDO |
Planner |
| Nigel Sutton |
Colenso BBDO |
Agency TV Producer |
| Stephen Langdon |
Reload |
Photographer |
| Michael Reihana |
Mike Ltd. |
TV Production Company Producer |
| Results and Effectiveness: |
| We achieved 61% awareness of the campaign from a media spend of only NZ$400,000. We generated an estimated 3.5 million in added media coverage. Including being featured in newspapers, on radio talkback, television news and magazine shows, in over 60 international magazines, and on more than 20,000 websites. We attracted 220,000 visitors to our website averaging 5 minutes per visit. We lifted unprompted brand recall up by 37%. Perceptions of the Yellow brand were enhanced significantly. This campaign was 88% more efficient than any previous Yellow campaign. |
| Creative Execution: |
| We decided to challenge someone to build a restaurant in a tree only using Yellow Pages to make it happen. We picked Tracey, an unknown accordion player from 200 applicants, and based her in a redwood forest with Yellow books, a laptop and mobile phone. Over 3 months she worked with more than 65 Yellow listed companies to build a tree house restaurant. We documented the whole event and kept New Zealand updated with TV, outdoor and a website. Tracey even opened the restaurant and more than 2000 people enjoyed the experience of dining there in its first month. |
| Insights, Strategy and the Idea: |
| Yellow say they can help anyone get any job done - we wanted to prove it, to both consumers and advertisers alike. But in proving it we also wanted to change perceptions that Yellow Pages is just a yellow directory book. But that with Yellow online and mobile tools, it is a relevant and modern service, more useful today than it has ever been. So we chose to do an ultimate product demonstration, one that would capture the imaginations and attention of both consumers, advertisers and the media, and make them think differently about Yellow. |
|
| THE DINOSAUR EXHIBITION |
|
|
| Type of Entry: |
Product & Service |
| Category: |
Travel, Entertainment & Leisure |
| Title: |
THE DINOSAUR EXHIBITION |
| Advertiser/Client: |
THE GRIGORE ANTIPA NATURAL HISTORY MUSEUM |
| Product/Service: |
THE GRIGORE ANTIPA NATURAL HISTORY MUSEUM |
| Entrant Company: |
LEO BURNETT & TARGET Bucharest, ROMANIA |
| Advertising Agency: |
LEO BURNETT & TARGET Bucharest, ROMANIA |
Creative Credits
| Name |
Company |
Position |
| Mihai Botarel |
Leo Burnett/Target Sa |
Copywriter |
| Ghica Popa |
Leo Burnett/Target Sa |
Art Director |
| Emilian Arsenoaiei |
Leo Burnett/Target Sa |
Creative Director |
| Results and Effectiveness: |
| The campaign ran simultaneously in 5 towns and caught the eye of major TV stations and newspapers. Throughout the exposition, the numbers of daily visitors increased by 200%. |
| Creative Execution: |
| We buried dinosaur bones all over town and asked people to find them and to re-assemble a skeleton. Instead of a classic campaign, we gave them an adventure. We asked a plastic artist to reproduce the skeleton of a T-Rex, in real size and texture. Then, we spread the bones all over town, burying them in different places like parks and school forums. Then we spread rumours about buried dinosaurs in the neighbourhood. |
| Insights, Strategy and the Idea: |
| The Romanian Museum of National History organized one of the biggest dinosaur exhibitions in the world, with skeletons from as far as South America. We needed to communicate it to kids and teenagers. |
|
| POKER ISLAND |
|
|
| Type of Entry: |
Product & Service |
| Category: |
Travel, Entertainment & Leisure |
| Title: |
POKER ISLAND |
| Advertiser/Client: |
BWIN |
| Product/Service: |
ONLINE POKER |
| Entrant Company: |
MPG ITALIA Milan, ITALY |
| Advertising Agency: |
ARNOLD WORLDWIDE ITALY Milan, ITALY |
| Media Agency: |
MPG ITALIA Milan, ITALY |
Creative Credits
| Name |
Company |
Position |
| Maurizio Bertoli |
MPG |
Client Service Director/Buying Vp |
| Guido Surci |
Havas Media |
Vp Strategy/Development |
| Maurizio Maresca |
Arnold |
| |
