Coca-Cola Happiness Truck around the World – Where Will Happiness Strike Next?
Posted: October 1, 2012 Filed under: Argentina, Beverages, Brazil, Canada, Case History, Coca-Cola, Event, France, India, Italy, Malaysia, Mexico, Poland, Promotion, Russia, The Nederlands, The Philippines, Turkey, Viral | Tags: Coca-Cola, Coca-Cola's 125th Anniversary, Coca-Cola's Semangat Truck, coke and meals, Del Campo Nazca Saatchi & Saatchi, Happiness Truck, Olympic edition, rio de janeiro, The Cheering Truck, uefa edition, Viral, Where Will Happiness Strike Next? Leave a comment »
Inspired by the vending machine that dispensed Coca-Cola and other “doses of happiness” on a college campus in New York and quickly became a global viral video sensation; a specially rigged Coca-Cola delivery truck took to the streets of Rio de Janeiro recently to spread refreshment and smiles to passers-by.
All the action is captured in a two-and-a-half-minute film. In the video, several unsuspecting Brazilians push a button on the back of the truck to dispense Coca-Cola and other fun items such as soccer balls, surfboards and sunglasses.
“‘Happiness Machine’ connected with so many people because the emotion was authentic, unscripted and contagious,” said A.J. Brustein, Global Senior Brand Manager, Coca-Cola. “We wanted to inspire that same feeling again by creating something consumers would respond to and want to share with others because it put a smile on their face.”
Happiness Truck is one of many videos that can be found on the Facebook hub for “Where Will Happiness Strike Next?”. The hub features more than 25 films from around the world that have been created by local Coca-Cola teams to continue the theme of the award-winning “Happiness Machine,” which has generated more than 3 million online views. The interactive site lets consumers search for videos by country and even vote for where they’d like to see happiness strike next.
“We weren’t trying to replace ‘Happiness Machine’ with the ‘Happiness Truck,’” said Christy Amador, Digital Marketing Manager, Global Content Excellence. “We wanted to build on this great idea and continue to answer the question, ‘Where Will Happiness Strike Next?’ by spreading a message of happiness around the globe. These videos from markets all over the world help us to do just that.”
Two of the new films on the hub include a version of “Happiness Truck” filmed in the Philippines and “Happiness Store,” where convenience store customers in Rio are surprised with confetti, lights, live music and more upon grabbing a Coca-Cola from the cooler. ”Happiness Machine” – which cost very little to produce – proved that we don’t need to spend millions to produce winning creative, and that great ideas and content can be sourced from anywhere.
Happiness Truck in Rio De Janeiro
A Coca-Cola delivery truck is converted into a happiness machine on wheels delivering “doses” of happiness in the streets of Rio De Janeiro, Brazil. Where will happiness strike next?
Happiness Truck in Canada
A Coca-Cola delivery truck is converted into a happiness machine on wheels delivering “doses” of happiness in the streets of Toronto, Vancouver & Montreal, Canada. After a full day of sharing happiness, the experience culminated in a 3-city simultaneous musical celebration featuring Kardinal Offishall in Toronto, These Kids Wear Crowns in Vancouver & Duke Squad in Montreal, to celebrate Coca-Cola’s 125th Anniversary. Where will happiness strike next?
Happiness Truck in Philippines
A Coca-Cola delivery truck is converted into a happiness machine on wheels delivering “doses” of happiness in the streets of Marikina, Philippines. Where will happiness strike next?
Happiness Truck in Kenya
Happiness Truck in Malaysia
The town with a population of over 150,000 kicked off its evening with a surprise from Coca-Cola’s Semangat Truck. What a nice prelude to dinner.
Happiness Truck in Venezuela
Happiness Truck in Ecuador
Happiness Truck in India
Happiness Truck in Russia (CHRISTMAS Edition)
Happiness Truck in France (UEFA Edition and OLYMPIC Edition)
Happiness Truck in Honduras
Happiness Truck in Turkey
Happiness Truck in Naples (COKE & MEALS Edition)
A Coca-Cola delivery truck is transformed into a happiness table in a small square in Naples. Famous chef Simone Rugiati is on a mission asking people
to eat together delivering “doses” of happiness through a magic food cloche.
Happiness Truck/The Cheering Truck in Argentina (FOOTBALL Edition)
This time, Coca-Cola outfitted a special red truck with a recording booth and has been travelling around Argentina collecting the cheers of football (or soccer depending on where you are from) fans to support the Argentinean team. Fans are encouraged to record their cheer to be heard by millions.
The truck drove through 19 different provinces in Argentina as it collected the cheer of over a million different voices. On the day of the match, the Coca-Cola Cheering Truck drove into a stadium that only had room for 50 thousand fans and played the recordings of over a million fans chanting and cheering for the team. Way to rally the troop Coca-Cola!
Coca-cola has been doing some really creative marketing campaigns that have utilized a traveling truck concept (see The Happiness Truck). It’s their way of spreading happiness throughout the world…not to mention strengthening their brand!
Happiness Truck in Hong Kong (TRANSFORMERS Edition)
Happiness Truck in Mongolia
Happiness Truck in Nederland
Happiness Truck in Poland (Euro 2012 Edition)
Happiness Truck in Azerbaijan
Where will happiness strike next? Of course in Baku, Azerbaijan. A Coca-Cola delivery truck has been converted to a happiness machine, which rides through Baku streets and shares the 125 year old happiness with Azeri people.
Happiness Truck in Ucraine
Happiness Truck in Egypt (RAMADAN Edition)
Coca-Cola Egypt gives people more reasons to believe using its Happiness Truck to spread happiness and joy in Cairo making Ramadan 2011 better for all Egyptians.
Happiness Truck in Mexico
Titanic in advertising
Posted: April 3, 2012 Filed under: Animation, Belgium, Brazil, Cannes Lions, Car, Chile, Cliché, France, Germany, Illustration, India, Malaysia, Portugal, Press/Outdoor, South Africa, Spain, Testimonial, The Nederlands, TV/Film, USA | Tags: Argentina, audi, Brazil, Canal plus, Centraal Beheer, Citroen, DDB, Der Spiegel, henkel, history channel, home theatr, iceberg, L'equipe, Leo Burnett, leonardo di caprio, Panasonic, Soken, Sony, Spontex, tam, TBWA/Paris, Titanic, TV/Film, Volkswagen Leave a comment »Centraal Beheer
Four men transport a heavy box with precious contents to a waiting ship. The box survives lots of dangers and finally arrives safe. Unfortunately the ship is the Titanic.
Advertising Agency: DDB Needham, Netherlands
Year: 1993
Gold Lion
Der Spiegel Magazine
Advertising Agency: Springer & Jacoby
Year: 1998
Gradiente Home Theatre
Advertising Agency: Young & Rubicam, Brazil
Year: 1998
Alka Seltzer
Advertising Agency: BBDO Portugal
Year: 1998
Audi
Advertising Agency: Tandem DDB, Spain
Year: 1999
Titanic Food Festival
Advertising Agency: PSL Erickson, India
Year: 1999
Publicaciones Semana
Advertising Agency: Lowe & Partner, Colombia
Year: 1999
Canal +
Advertising Agency: Equator Belgium
Year: 2000
Shortlist
Priya Village Cinema
Advertising Agency: Contract Advertising, India
Year: 2000
Canal +
Advertising Agency: EURO RSCG BETC, France
Year: 2000
Star Channel
In a scene reminiscent of “Titanic”, the workers in an office try to fix a broken shelf.
Advertising Agency: Dentsu, Tokyo
Year: 2001
Fisherman’s Friends
Advertising Agency: Springer & Jacoby
Year: 2003
Meio & Mensagem Magazine
Advertising Agency: Neogama BBH, Sao Paulo
Year: 2003
Citroen XSara Picasso
Advertising Agency: Duezt EURO RSCG, Sao Paulo
Year: 2003
Soken DVD
This series show the problems when you play a DVD player. It then recommends a Soken DVD player instead. The office girl talks to her friend at the elevator about the ‘Titanic’ DVD she saw yesterday. However, she isn’t speaking smoothly. Why? Because her DVD player can’t play smoothly either.
Advertising Agency: EURO RSCG Flagship, Bangkok
Year: 2004
Gold Lion
Sony Wega Home Theatre
Advertising Agency: BBDO Chile
Year: 2004
L’Equipe Sport Magazine
Advertising Agency: DDB Paris
Year: 2005
Dakino Film Festival
Advertising Agency: Lowe & Partners, Romania
Year: 2005
Volkswagen Fox
A ship, a man, a woman. Ship sinks. Man dead. Woman alive. Watch Hollywood’s legendary blockbuster “Titanic” in 30 seconds. Short and fun. Just like the VW Fox.
Advertising Agency: DDB Dusseldorf
Year: 2006
Silver Lion
LG Home Theater
Advertising Agency: Lowe Porta, Chile
Year: 2004
Blockbuster
We see the memorable scene where the Terminator is going to be melted in the industrial plant, everything occurs as normal, but the soundtrack we hear is “My Heart Will Go On” from Titanic. In the credits we read “Terminator or Titanic? Take Both, Tuesdays 2X1 at BlockBuster”
Advertising Agency: BBDO Guatemala
Year: 2006
Shortlist
Panasonic Veira Plasma TV
Advertising Agency: Lowe Porta, Santiago
Year: 2006
Shortlist
History Channel
Advertising Agency: Ogilvy South Africa
Year: 2006
TV Guide
Advertising Agency: Jung von Matt, Germany
Year: 2006
Hyundai
Advertising Agency: Duval Guillaume, Brussels
Year: 2006
HENKEL Loctite
Advertising Agency: DDB Milan
Year: 2007
Montex Carbon Paper
Advertising Agency: Percept H, Mumbai
Year: 2007
Utopia Groups Cinema
Advertising Agency: Duval Guillaume, Belgium
Year: 2007
McDowell’s Diet Mate Whisky
Advertising Agency: Mudra Communication, Bangalore India
Year: 2007
Spontex
Advertising Agency: TBWA Paris
Year: 2007
L’Express
Advertising Agency: Bambuck, Paris
Year: 2007
Megastar Cineplex
Advertising Agency: Ogilvy & Mather, Vietnam
Year: 2007
TAM Airlines
Advertising Agency: Young & Rubicam Sao Paulo
Year: 2008
Shortlist
Toys ‘R Us
Advertising Agency: Volcano Advertising, South Africa
Year: 2008
Cape Times
Advertising Agency: Lowe Bull
Year: 2008
Kaercher (immersion pump)
Advertising Agency: FJR Werbeagentour, Munich
Year: 2009
RIOS Illustration Studios
Advertising Agency: Artplan, Brazil
Year: 2009
Textliner Faber-Castell
Advertising Agency: Young & Rubicam Malaysia
Year: 2009
Show Off Film
Advertising Agency: Fuel Lisbon/Euro RSCG
Year: 2009
Orange Foundation
Advertising Agency: Ignitionk, Madrid
Year: 2009
Rocklets Chocolate Candies
We see the Titanic sailing over the dark waters of the Atlantic Ocean. In the crow’s nest there’s a watchman, personified by a Yellow chocolate Rocklets. Suddenly, he spots a huge iceberg and informs the other Rocklets who desperately trie to alert the Captain. As soon as he takes off to do so, a huge human hand takes it away and eats it. The Rocklet was never able to inform the ship that it is about to crash into an iceberg. Super: The beginning of the history of a Rocklets is very close to the end.
Advertising Agency: Leo Burnett Argentina
Year: 2009
Post-It
Advertising Agency: BBDO Mexico
Year: 2010
Vodafone
Advertising Agency: Scholz & Friends Duesseldorf
Year: 2010
Canal +
Advertising Agency: BETC EURO RSCG, Paris
Year: 2010
Iffco Financial Service
Advertising Agency: Publicis India
Year: 2010
Mitsubishi
Advertising Agency: BBDO Santiago
Year: 2010
Melody Enterteinment
The first all Arabic movie channel makes its take on ‘Titanic’.
Advertising Agency: Leo Burnett Cairo
Year: 2010
Bronze Lion
Ford KA
Advertising Agency: Bassat Ogilvy Group, Madrid
Year: 2011
Washin Bifocal Glasses
Advertising Agency: Grey Tokyo
Year: 2011
Listerine
Advertising Agency: JWT Mumbai
Year: 2011
Braun Silk-Epil
Advertising Agency: Impact BBDO, UAE
Year: 2011
Christmas Letter for Santa: the most awarded Toys & Games Ads
Posted: December 23, 2011 Filed under: Ambient, Awards, Brazil, Cannes Lions, Chile, France, Germany, Illustration, Malaysia, Mexico, Press/Outdoor, Russia | Tags: JWT, Lego, letter to Santa, Matchbox, Mattel, Ogilvy, Pictionary, Playstation, Playstation 2, Press, psp, scrabble, the most awarded Toys & Game ads Leave a comment »PICTIONARY – Quick Draw Wins Campaign
Advertising Agency: Ogilvy Malaysia
Executive Creative Director: Gavin Simpson
Copywriter: Adam Chan, Donevan Chew
Art director: Yee Wai Khuen, Tan Chee Keong
Illustrator: Milx
Year: 2011
Gold Lion for the campaign
—————————————————————————————————————————————————————————–
SCRABBLE – Elephant/Guitar/Submarine/Camera/Samurai
Advertising Agency: JWT Chile
Executive Creative Director: Leo Farfan, Matias Lecaros, Sergio Rosati
Copywriter: Matias Lecaros
Art director: Matias Lecaros
Photographer: Cristian Gastelo
Year: 2009
Silver Lion for the campaign
—————————————————————————————————————————————————————————–
LEGO – Caterpillar/Monster/Whale
Advertising Agency: Ogilvy Malaysia
PLAYSTATION 2 - Boxer/Soldier
Advertising Agency: BBDO Chile
Creative Director: Cristian Schinadeermann
Copywriter: Matias Lopez, Marcelo Correa
Art Director: Emerson Navarrete, Fernando Riveros
Photographer: Lautaro
Typographer: Ricardo Salamanca
Year: 2006
Gold Lion for the Campaign
—————————————————————————————————————————————————————————–
LEGO – Accountant/Electrician/Engineer
—————————————————————————————————————————————————————————–
LEGO – Spaceship/Beetle/Deep Ocean Explorer
Advertising agency: Leo Burnett, Moscow
Creative Director: Mikhail Kudashkin
Art Director: Arina Avdeena
Copywriter: Rodrigo Linhaners
Year: 2011
Gold Lion for the campaign
—————————————————————————————————————————————————————————–
HOT WHEELS – Big Boy
Advertising agency: Ogilvy Mexico
Creative Director: Miguel Angel Ruiz
Copywriter: Abraham Quintana
Art Director: Ivan Carrasco, Mario Salgado, Jaime Gonzales
Year: 2010
Bronze Lion
—————————————————————————————————————————————————————————–
MACHBOX – Ant
Advertising agency: Ogilvy Brazil
Creative Director: Zuza Tupinamba
Copywriter: Zuza Tupinamba
Art Director: Marcos Paolo Juliano
Year: 2001
Silver Lion
—————————————————————————————————————————————————————————–
MACHBOX - Mustang/Eldorado/Fleetwood
Advertising agency: Ogilvy Frankfurt
Creative Director: Stephan Vogel
Copywriter: Stephan Lenz
Art Director: Marco Weber
Year: 2008
Gold Lion for the campaign
—————————————————————————————————————————————————————————–
SPHERE ACTION FIGURES – Pararescue Jumper/16 Air Assault/7th Marines/Desert Rats
Advertising agency: TBWA/Singapore
Creative Director: Mark Bamfield
Copywriter: Robert Kleman, John Sheterline
Art Director: Marcus Rebeschini
Year: 2004
Gold Lion for the campaign
—————————————————————————————————————————————————————————–
GAMEBOY ADVANCE – Prison
Advertising agency: Lowe Brindfors, Stockholm
Creative Director: Hakan Engler
Copywriter: Johan Holmstrom
Art Director: Richard Villar
Year: 2005
Gold Lion for the campaign
—————————————————————————————————————————————————————————–
MEDAL OF HONOR (EA Games) – Goodbye/Proud Mother/Back Home
Advertising agency: FP7 Doha
Creative Director: Fadi Yaish
Copywriter: Kalpesh Patankar
Art Director: Kalpesh Patankar
Year: 2008
Gold Lion for the campaign
—————————————————————————————————————————————————————————–
PLAYSTATION 2 – Rebirth
Advertising Agency: TBWA Paris
Creative Director: Erik Vervroegen
Copywriter: Eric Helias
Art Director: Jorge Carreno
Photographer: Dimitri Daniloff
Year: 2003
Grand Prix in Press Lions
—————————————————————————————————————————————————————————–
PLAYSTATION 2 – Veteran
Advertising Agency: TBWA Paris
Creative Director: Erik Vervroegen
Copywriter: Eric Helias
Art Director: Jorge Carreno
Photographer: Marc Gouby
Year: 2003
Silver Lion for the campaign
—————————————————————————————————————————————————————————–
PLAYSTATION 2 – Doll
Advertising Agency: TBWA Paris
Creative Director: Erik Vervroegen
Copywriter: Guillaume Ulrich Chifflot
Art Director: Cedric Moutaud
Photographer: Dimitri Daniloff
Year: 2004
Gold Lion
—————————————————————————————————————————————————————————–
PLAYSTATION 2 – Potato Head
Advertising Agency: TBWA Paris
Creative Director: Erik Vervroegen
Copywriter: Manoelle Van Der Vaeren
Art Director: Sebastien Vacherot
Photographer: Dimitri Daniloff
Year: 2004
Gold Lion
—————————————————————————————————————————————————————————–
PLAYSTATION 2 – Adultery
Advertising Agency: TBWA Paris
Creative Director: Erik Vervroegen
Copywriter: Benoit Leroux
Art Director: Philippe Taroux
Photographer: Dimitri Daniloff
Year: 2005
Gold Lion
—————————————————————————————————————————————————————————–
PLAYSTATION 2 – Moulds
Advertising Agency: TBWA Paris
Creative Director: Erik Vervroegen
Copywriter: Manoelle Van Der Vaeren
Art Director: Sebastien Vacherot
Photographer: Dimitri Daniloff
Year: 2005
Gold Lion
—————————————————————————————————————————————————————————–
PLAYSTATION 2 – Plugs
Advertising Agency: TBWA Paris
Creative Director: Erik Vervroegen
Copywriter: Matthew Branning
Art Director: Chris Garbut
Photographer: Dimitri Daniloff
Year: 2005
Gold Lion
—————————————————————————————————————————————————————————–
PLAYSTATION 2 – Scars
Advertising Agency: TBWA Paris
Creative Director: Erik Vervroegen
Copywriter: Guillaume Ulrich Chifflot
Art Director: Cedric Moutaud
Photographer: Dimitri Daniloff
Year: 2005
Gold Lion
—————————————————————————————————————————————————————————–
PLAYSTATION 2 – Baby
Advertising Agency: TBWA Paris
Creative Director: Erik Vervroegen
Copywriter: Xander Smith
Art Director: Javier Rodriguez
Photographer: Yann Robert
Year: 2005
Gold Lion
—————————————————————————————————————————————————————————–
PLAYSTATION 2 – Sleeping Beauty
Advertising Agency: TBWA Paris
Creative Director: Erik Vervroegen
Copywriter: Bjoern Ruehmann/Joakim Reveman
Art Director: Bjoern Ruehmann/Joakim Reveman
Photographer: Eugenio Recuenco
Year: 2005
Gold Lion
—————————————————————————————————————————————————————————–
PLAYSTATION 2 – Head
Advertising Agency: TBWA Paris
Creative Director: Erik Vervroegen
Copywriter: Sebastien Vacherot/Jessica Jerard- Huet/Loic Cardon/Ingrid Varetz
Art Director: Sebastien Vacherot/Jessica Jerard- Huet/Loic Cardon/Ingrid Varetz
Photographer: Yann Robert
Production Company: DEF 2 Shoot, Paris
Director: Thomas Marque
Year: 2006
Gold Lion
—————————————————————————————————————————————————————————–
PLAYSTATION PSP – Handcuffed
Advertising Agency: TBWA Espana, Madrid
Creative Director: Juan Sanchez/Guillermo Gines
Copywriter: Vincente Rodriguez
Art Director: Bernardo Hernandez
Year: 2008
Silver Lion
—————————————————————————————————————————————————————————–
PLAYSTATION 2 – Welcome
Advertising Agency: TBWA Espana, Madrid
Creative Director: Angel Iglesias/Guillermo Gines/Agustin Vaquero
Copywriter: Guillermo Gines
Art Director: Angel Iglesias
Year: 2005
Silver Lion
—————————————————————————————————————————————————————————–
LEGO – Street Building
Agency: Ogilvy & Mather Santiago
Creative Director: Cesar Agost Carreno
Copywriter: Felipe Manalich
Art Director: Sergio Iacobelli/Sebastian Alvarado
Photographer: Juab Carlos Sotello
Year: 2005
Grand Prix (Outdoor Lions)
—————————————————————————————————————————————————————————–
LEGO – Periscope
Agency: FCB Johannesburg
Creative Director: Bret Morris
Copywriter: Lance Vinning
Art Director: Lance Vinning/Charles Foley
Photographer: Gerard Turnley
Year: 2006
Grand Prix (Press Lions)
—————————————————————————————————————————————————————————–
LEGO – Fire Station/Hangar/Train Station
Agency: Saatchi & Saatchi Singapore
Creative Director: Andy Greenway
Copywriter: Stuart Harricks/Roger Makak
Art Director: Stuart Harricks
Photographer: Dean Zillwood/IDC
Year: 2006
Silver Lion for the campaign
—————————————————————————————————————————————————————————–
LEGO – Builders of tomorrow
Creative Director: Arno Lindemann/Bernhard Lukas
Copywriter: Daniel Schaeferk
Art Director: Szymon Rose
Photographer: Achim Lippoth
Year: 2007
Gold Lion
—————————————————————————————————————————————————————————–
SCRABBLE – Beautiful World Campaign
Creative Director: Chris Garbutt
Copywriter: Arnaud Vanhelle, Benjamin Bregeault, Mihnea Gheorghiu
Art Director: Antoaneta Metchanova, Alex Daff, Najin Ha
Year: 2008
Silver Lion for the campaign
—————————————————————————————————————————————————————————–
PLAYSTATION PSP – Guide Dog
Creative Director: Juan Sanchez/Guillermo Gines
Copywriter: Vincente Rodriguez
Art Director: Hely Sanchez
Bronze Lion
TAMIYA MODEL KITS – LightsBulb/Frog/Watermelon
Advertising Agency: Creative Juice G1/TBWA, Bangkok
Art Director: Kittitat Larppitakpong/Jon Chalerwong/Thirasak Tanapatanakul
Copywriter: Nutchanun Ciaphanumas
Photographer: Anuchai Sricharunputong/Nok
Year: 2005
Gold Lion and Silver Lion for the campaign (Press&Outdoor)
Lego (1981/2011) – Builders of Creativity
Posted: July 19, 2011 Filed under: Brazil, Cannes Lions, Case History, Chile, Direct, France, Germany, Guerilla, Legendary, Malaysia, Press/Outdoor, Promotion, Russia, Singapore, South Africa, TV/Film, UK, USA | Tags: 1981, ADVANCE, Alex Schill, Alvin Teoh, Andy Greenway, Anselmo Candido, Arno Lindemann, BBH, Bernhard Lukas, box, Brazil, brick, brick thief, Bruce Hopma, builders of creativity, builders of tomorrow, Cannes Lions, Charles C. Ebbets, control, Copenhagen, costruction site, create the impossible, crocodile, David Mitten, Dean Hacohen, Direct, DM9, Escola Cuca, FCB Johannesburg, fomous children, Gary Goldsmith, Gavin Simpson, Germany, Gran Prix, Jacques Denain, John Hegarty, Jung von Matt, JWT, Kipper, Lego, Leo Burnett, Lowe, Lunch atop a Skyscraper, Nicolas Dume, Nizan Guanaes, Ogilvy & Mather, Oliver Palmer, Outdoor, Pereira & O'Dell, periscope, Polyplaypylene, Press, Propaganda, Robert Gaxiola, rubik cube, Saatchi & Saatchi Singapore, San Francisc, santiago, Serviceplan, spaceship, star wars, street building, TBWA, tractor, TV/Film, violence, words puzzle 1 Comment »KIPPER
An extremely clever ad — one from your childhood. A slightly surreal look at all the things you can make out of a box a Lego. Narrated by Tommy Cooper, a battle ensues between a mouse which, when threatened by a cat, turns into a dog. The cat turns into a dragon and so on, to a submarine and a submarine-eating kipper. The submarine eventually morphs into an elephant, the mouse rebuilds and the elephant faints. Lego: It’s a new toy every day — just like that!
Agency: TBWA London
Creative: Mike Cozens; Graham Watson
Director: Ken Turner
Production: Clearwater Films
Producer: David Mitten
Director of Photography: Tom Harrison
Editor: Patrick Udale
Year: 1981
Grand Prix
FAMOUS CHILDREN
Lego representations of famous people: a dinosaur (Spielberg), a bed (Madonna), a football (Pele), windows (Bill Gates), a man levitating (David Copperfield), a broken man (Mike Tyson).
Agency: DM9 Publicidade
Creative Director: Nizan Guanaes
Copywriter: Nizan Guanaes
Production Company: Jodaf/Joao Daniel Film
Director: Joao Daniel Tikhmoiroff
Year: 1995
Gold Lion
BRAIN
Agency: JWT Publicidade
Creative Director: Anselmo Candido
Copywriter: Ricardo Adolfo
Art Director: Miguel Coimbra
Photographer: Chico Prata
Year: 1998
Bronze Lion
BOX
A group of officials arrive at the house of an ordinary boy to discover that he’s created something extraordinary, which he keeps in a box. All ideas start with imagination.
Agency: BBH
Creative Director: John Hegarty
Copywriter: Roger Beckett
Art Director: Andrew Smart
Photographer: Gorgeous Enterprises
Director: Frank Budgen
Year: 1999
Bronze Lion
SHELF
Headline: All toys, in one
Agency: DPZ Propaganda
Creative Director: Jose Zaragoza/Carlos Rocca
Copywriter: Giovana Madalosso
Art Director: Janaina Pergira
Photographer: Lucio Cunha
Year: 2002
Shortlist
WALL
Headline: The power of the brick
Agency: Lowe, New York
Creative Director: Gary Goldsmith/Dean Hacohen/Bruce Hopman
Art Director: Elizabeth Maertens
Year: 2002
ARROW/HAND
Headline: The most interactive toy.
Agency: DPZ, San Paulo
Creative Director: Carlos Silverio/Francesco Petit
Copywriter: Roberto Kilciauskas
Art Director: Fernanda Fajardo
Photographer: Marcel Vieira
Year: 2004
Shortlist
STREET BUILDING
Agency: Ogilvy & Mather Santiago
Creative Director: Cesar Agost Carreno
Copywriter: Felipe Manalich
Art Director: Sergio Iacobelli/Sebastian Alvarado
Photographer: Juab Carlos Sotello
Year: 2005
Grand Prix (Outdoor Lions)
PERISCOPE/CAT
Agency: FCB Johannesburg
Creative Director: Bret Morris
Copywriter: Lance Vinning
Art Director: Lance Vinning/Charles Foley
Photographer: Gerard Turnley
Year: 2006
Grand Prix (Press Lions)
FIRE STATION/HANGAR/TRAIN STATION
Agency: Saatchi & Saatchi Singapore
Creative Director: Andy Greenway
Copywriter: Stuart Harricks/Roger Makak
Art Director: Stuart Harricks
Photographer: Dean Zillwood/IDC
Year: 2006
Silver Lion for the campaign (Press)/Bronze Lion for the campaign (Outdoor)
BOX
Agency: Saatchi & Saatchi Singapore
Creative Director: Andy Greenway
Copywriter: Stuart Harricks/Roger Makak
Art Director: Stuart Harricks
Photographer: Sam & Boomerang
Year: 2006
Shortlist
COSTRUCTION SITE
LEGO wanted their communication to focus more strongly on the core product: the basic blocks. And at the same time, they still wanted to inspire children of all ages and to stimulate creativity and innovation.
Innovative Media Strategy
Construction sites are normally very boring and makes the surroundings ugly. But by turning the containers placed there into giant LEGO blocks it gave consumers a surprise, making their everyday life a bit more colourful and creative. They could “play on” themselves and start imaging how to build on. As one consumer said: “I was just standing there, waiting for a giant boy to come and build”. The media became the talk of the town. Even the Mayor of Copenhagen was proud of what it did to the city and praised it in several newspapers and television.
Engaging Creativity
LEGO is known for stimulating creativity. Transforming containers on construction sites across the country into giant, colourful LEGO blocks confirmed this for the consumer. And with no logos it also became a pleasent surprise in their everyday life. Was it and ad or wasn’t it? Nobody doubted that LEGO was the brand behind it though.
Encompassing the Audience
By turning containers into outstanding giant LEGO blocks it gave consumers a big surprise, making their everyday life more colourful and creative. In several weeks, the LEGO blocks became the talk of the town.
Effectiveness
- Massive media coverage in more than 20 national newspapers and magazines, national television and radio
- City mayors praising the project
- Hundreds of thousands consumers travelling by the blocks led to maximum awareness on the communication goal.
Art Director: Kenneth Opsund
Year: 2006
ShortlistCOSTRUCTION
Creative Director: Rodrigo Gomez/Michael Angel Cerdeira
Copywriter: Rodrigo Figueroa
Art Director: Michael Angel Cerdeira
Year: 2006
ShortlistBUILDERS OF TOMORROW
Agency: JUNG Von MATT, Hamburg
Creative Director: Arno Lindemann/Bernhard Lukas
Copywriter: Daniel Schaeferk
Art Director: Szymon Rose
Photographer: Achim Lippoth
Year: 2007
Gold LionPLANE/DINOSAUR/BOAT/TANK
Agency: Blattler Brunner, Pittsburg
Creative Director: Jay Giesen/Dave Kwasnick
Art Director: Derek Julin
Year: 2007
POLYPLAYPYLENE
Like no other toy, LEGO is a symbol of fun and creativity. To mark the fiftieth birthday of LEGO in Germany, the idea was to rekindle media representatives’ and LEGO partners’ excitement for LEGO with a high-quality mailing.
LEGO fan and designer Reginald Wagner conceived, designed and photographed his personal LEGO memories with a pinhole camera to keep them from fading. The book’s format is adapted from the form of an individual LEGO brick. The book cover and the flipside are made of real LEGO plates. Journalists were sent the book and could put their name on the cover and share their memories with the designer.
Explain why the method of promotion was most relevant to the product or service.
The title of the book POLYPLAYPYLENE means “plastic that has been played with often” and that’s precisely what this book is about. Endless imagination, an endless number of construction combinations and stories from the LEGO worlds: towns, castles and space.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The first, exclusive edition is out of print; the feedback was overwhelming. A paperback edition of “Polyplaypylene” is currently in print for wider circulation.
CONTROL
Executive Creative Director: Sebastian Alvarado/Nicolas Lopez
Copywriter: Felipe Manalich
Art Director: Felipe Manalich/Sebastian Alvarado
Year: 2008
Shortlist (Press)/Shortlist (Outdoor)RUBIK’S CUBE/BRICK
Creative Director: Jan Rexhausen
Art Director: Keat Aun Tan
Photographer: Keat Aun Tan
Year: 2008
ShorlistWALL/TANK/ALI
Creative Director: Fabien Frese/Daniel Frericks/Gotz Ulmer
ShorlistDRUG/SEX/VIOLENCE
Creative Director: Alvin Teoh
ShorlistDRAGON/PIRATES/SPACESHIP
Creative Director: Richard Copping/Andrew Pech
CREATE THE IMPOSSIBLE
LEGO STAR WARS
CATERPILLAR/MONSTER/WHALE
Agency: Ogilvy Malaysia
ACCOUNTANT/ELECTRICIAN/ENGINEER
SPACESHIP/BEETLE/DEEP OCEAN EXPLORER
Agency: Leo Burnett, Moscow
Creative Director: Mikhail Kudashkin
Art Director: Arina Avdeena
Copywriter: Rodrigo Linhaners
Year: 2011
Gold Lion for the campaign
BRICK THIEF
Agency: Pereira & O’Dell, San Francisco
Executive Creative Director: PJ Pereira
Creative Director: Kash Sree
Copywriter: Jaime Robinson
Art Director: Jason Apaliski
Production Company: Stimmung, Santa Monica
Director: Blue Source
Year: 2011
Shortlist
ARMCHAIR/CAR
WORDS PUZZLE CAMPAIGN: CROCODILE/SPACESHIP/TRACTOR
Creative Director: Byron Balmaceda
Art Director: Gabriela Soto
Copywriter: Byron Balmaceda
Illustrator: Gabriela Soto
Year: 2011
BRICK Campaign
The ads appeared on four consecutive pages. LEGO is a company that has fostered imagination, invention and creativity for over 60 years. So it is unusual for these ads to feature only long copy with minimal imagery. However, upon reading each of these scenarios the ad comes to life in a way that is unique only to the reader and how they see these playtime scenarios in their mind’s eye. Typographic elements of kerning contrasted with tracking allow the reader to almost get lost in the copy selecting keywords for their imagination. The fourth ad in the series, “Yellow Brick” features a notepad with the tagline “Every LEGO brick tells a story. Build yours.”
Advertising Agency: Pereira & O’Dell, Brazil
Chief Creative Officer: PJ Pereira
Creative Director / Copywriter: Aricio Fortes
Creative Director / Art Director: Paulo Coelho
Account Executive: Lo Braz
Illustrator: Eduardo Gomes
Year: 2012
