15 Most Insightful Call for Entries Ads
Posted: May 16, 2013 Filed under: Art, Awards, Belgium, Canada, France, Hungary, Illustration, Press/Outdoor, South Africa, The Philippines, TV/Film, UK, USA | Tags: 15 Most Insightful Call for entries Ads, ADC-UA Awards, advertising, AlmapBBDO, BBDO, Brazil, Call for Entries, Clio Awards, Del Campo Nazca Saatchi & Saatchi, France, funny, Keep Fighting the good fight, Leo Burnett, Press, Taxi Canada, The Art Directors Club Leave a comment »1 – ADC-UA Awards (Ukraine)/Agency: Leo Burnett Ukraine
2 – The 2002 Marketing Awards/Agency: Taxi Canada
3 – Art Director’s Club CdF 2006/Photographer Vincent Dixon
4 – The Art Directors Club CfE 2002/Bozell New York
5 – The Singapore Creative Circle Awards 1997/Leo Burnett Singapore
6 – Creative Club of Belgium (Call for entry 2005)/Agency: Duval Guilarme, Brussels
7 – The KBP Radio Awards, C.f.E 2007/Agency: BBDO Guerrera Ortega, Philippines
8 – The Art Director’s Club CdF 2009/Agency: Publicis New York
9 – Clio Awards 2004/Agency: ALMAP/BBDO
10 – The Art Director’s Club Cdf 2011/Agency: DDB New York
11 – Crèa Awards 2007/Agency: BOS, Canada
12 – The One Club Call for Entries 2007/Agency: Jupiter Drawing Room, South Africa
13 – AdAwards Call for Entries 2006/Agency: Saatchi & Saatchi, Paris
14 – ADC 92° Annual Awards/Agency: The Conquistadors Collective, New York
15 – The Tinta Awards Call for Entries 2012/Agency: Young & Rubicam Philippines
Songvertising – 32 best commercials with singing people
Posted: July 12, 2012 Filed under: Alcoholic Drinks, Argentina, Australia, Axe, Best Use of Television, Beverages, Cannes Lions, Car, Coca-Cola, New Zealand, Norway, Social, South Africa, Spain, Testimonial, TV/Film, UK, USA, Viral | Tags: 32 best commercials with singing people, Argentina, arnet, basf, BBDO, BBH, Big Ad, boy band, Burger King, Cadbury Dairy Milk, Carlton Draught, choir, Coca-Cola, Crispin Porter + Bogusky, dear john, Del Campo Nazca Saatchi & Saatchi, Diesel, Droga5, Fallon, google demo slam, Heineken, Hilltop, Honda, i would run to you, Impossible dream, Michael Jackson, mow the lawn, Nike, Norte Beer, numa numa, pepsi, pretty, Puma, rexona, Saatchi & Saatchi, singing cowboy, Songvertising, Starbucks, t-mobile, TV/Film, welcome back, Wieden + Kennedy, wilkinson, yeo valley Leave a comment »
1 – YEO VALLEY ORGANIC – Boyband
In a follow-up to last year’s rapping farmers ad, Yeo Valley launched a tv spot during the first ad break of The X Factor live show. The one-off, two-minute music video features a farming-inspired boy band called The Churned, singing a ballad entitled Forever. The ad was shot on location in Blagdon, in the heart of rural Somerset. The launch tied in with a Facebook karaoke competition, where users could sing along to the Yeo Valley track. The winner appeared in a 30-second version of the ad, which ran during the X Factor final on 11 December.
Advertising Agency: BBH London
Year: 2012
Shortlist
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2 – CARLTON DRAUGHT – Big Ad
An epic send-up of big budget ads, featuring a cast of thousands. Song lyrics: “It’s a big ad / very big ad/ it’s a big ad we’re in./ It’s a big ad/ my God it’s big/ can’t believe how big it is/ it’s a big ad for Carlton Draught / It’s just so freaking huge! / It’s a big ad/ expensive ad! / This ad better sell some bloooooody beer!!!
Advertising Agency: George Patterson Y&R, Melbourne
Year: 2006
Gold Lion
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3 – PUMA – Hardchorus
We open on a small group of hardcore soccer fans, also known as hooligans, standing in a classic British pub. Suddenly, one of them starts singing the first words of “Truly, Madly, Deeply” by Savage Garden. Another hooligan joins in, and as the camera pulls out, we see that the whole pub is packed with hooligans. They all sing together with the power of an entire stadium of fans during a soccer game, turning the cheesy love song into something big, beautiful and romantic. After the last chorus, a super appears: “It’s match day. It’s Valentine’s Day. Let your better half know how you feel. Dedicate and send this song at pumahardchorus.com”. Followed by Puma’s “Love = football” next to the Puma logo.
Advertising Agency: Droga5
Year: 2010
Gold Lion for the Campaign
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4 – NORTE BEER – It’s Good to Have Friends
Beer means friendship, and this campaings presents in funny way the different kind of friends we all have.
Advertising Agency: Del Campo/Nazca Saatchi & Saatchi, Buenos Aires
Year: 2009
Silver Lion for the Campaign
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5 – T-MOBILE – Welcome Back
On October 27th 2010, thousands of unsuspecting passengers arriving at Heathrow’s Terminal 5 were given a welcome home to remember. People were greeted by a 300 strong choir and vocal orchestra singing a medley of songs, completely a cappella, to welcome them back into the country.
Advertising Agency: Saatchi & Satchi, London
Year: 2011
Silver Lion
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6 – COCA-COLA – Hilltop
Advertising Agency: McCann Erikson
Year: 1971
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7 – HEINEKEN – Singer
A blues singer can’t sing the blues – his life is too contented. A sip of lager soon changes that. Heineken refreshes his blueness.
Advertising Agency: Lowe Haward- Spink, UK
Year: 1992
Gold Lion
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8 – HONDA – Impossible Dream
A man travels on an incredible journey using some of Honda’s landmark products whilst miming to the Andy Williams song ‘The Impossible Dream’. His journey comes to an abrupt end when he leaps off a giant waterfall in a Honda Powerboat into the mist below. Surely, this is the end of his dream? However as Andy Williams reaches the crescendo of the song, our hero returns in a Honda Hot Air Balloon to finish off the song in style. Garrison Keillor – the voice of Honda – sums it all up with ‘I couldn’t have put it better myself’.
Advertising Agency: Wieden + Kennedy, London
Year: 2006
Gold Lion
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9 – COCA-COLA – Choir
Here’s Coca-Cola celebrating along with Santo its 125th year, and once again, we are guilty of naivety. We believe that, even today, the world is not far from the world that we dream of. In fact we are so naïve about thinking this way, that we decided to carry out an investigation to evaluate just how justified our reasons to believe in a better world were. We are proud to present to you “Choir”, created by Santo for Coca-Cola Latin America and their new communications platform: “REASONS TO BELIEVE IN A BETTER WORLD”.
Advertising Agency: Santo, Buenos Aires
Year: 2011
Silver Lion
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10 – T-MOBILE – Singalong
When T-Mobile invited the British public to be part of their next event, people turned up to Trafalgar Square, not knowing what they were letting themselves in for. Thousands of microphones were handed out as it was revealed they’d all be singing karaoke together. After a number of songs, and with a surprise guest appearance from Pink, the event culminated with everyone singing the timeless classic, ‘Hey Jude’
Advertising Agency: Saatchi & Satchi, London
Year: 2010
Shortlist
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11 – NIKE FREE RUN – I Would Run to You
Love makes people do crazy things. Like run across the country. See how strong running reunites a long distance couple.
Advertising Agency: Wieden + Kennedy, Portland
Year: 2012
Bronze Lion
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12 – NIKE – Pretty
As Maria Sharapova marches to her tennis match, she passes people who sing I Feel Pretty. She slams a ball cross to court, putting an end to the singing.
Advertising Agency: Wieden + Kennedy, Portland
Year: 2007
Gold Lion
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13 – BASF – Dear John
The ad, set in army camp, features a soldier receiving a letter which goes to the tune of “Dear John”, the country song written by Lewis Talley, Fuzzy Owen and Billy Barton and made popular by Jean Shepard during the Korean war. As the song finishes the sergeant adapts the classic line from Humphrey Bogart, “Play it again John”.
Advertising Agency: Colenso BBDO, NZ
Year: 1982
Gold Lion
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14 – REXONA – Sensitive Armpits
A tough lumberjack is chopping down a tree. As he rearranges his cap, we notice at the same time he does that his underarm begins to song a sweet song. The corny melody is really annoying him. At this point, we see different cliché images of rough and tough men all undergoing the same situation. Finally, one of them applies the New Rexona Men Sensitive and succeeds in shutting up the underarm voice. A male voice in off says: New Rexona Men Sensitive. Even the most insensitive guy can have sensitive underarms.
Advertising Agency: Ponce Buenos Aires
Year: 2011
Silver Lion
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15 – STARBUCKS – Glen
Glen jumpstarts his day by drinking a Starbucks DoubleShot. As he opens the can, Survivor appears in his apartment. They follow Glen through his full morning routine, singing a personalized version of “Eye of the Tiger.”
Advertising Agency: Fallon, New York
Year: 2004
Shortlist
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16 – GOOGLE – Demo Slam: Realtime Karaoke
Google is more than just a search bar. However, most of us don’t use, let alone, are aware of its many features. We needed to find a way to share all this free technology with the world. To educate everyone about all of Google’s innovations; we decided to change the way people learnt about it. We got precisely the people who didn’t use this free tech, to explain to the others why they should. Because, only they would be able to explain it in a way that would be fun to watch, and understood by all. By bringing in just a little bit of courage, creativity and fun; each of them pushed the role of technology in our lives and inspired the rest to use it in ways never imagined before.
Transforming something few were aware of to something the whole world cared about; we were able to re-define the role of technology in everyone’s life. From celebrities, scientists, soccer moms, teens to even sports personalities; everyone came forward to find new ways in which technology could make their world a little better.
Advertising Agency: Johannes Leonardo, NY
Year: 2011
Gold Lion for the Campaign
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17 – DISCOVERY CHANNEL – I Love the World
We developed a new brand idea for Discovery Channel: Discovery is the
World’s Biggest Fan of the World. We wanted to celebrate all that is epic, beautiful, inspiring, fun and just plain crazy in the world. Fellow fans—from spacewalking Astronauts to Alaskan fishermen to Zulu warriors to Stephen Hawking to Discovery hosts like Mike Rowe and Bear Grylls—sing along to an old campfire song re-written to express how each of them loves the world. In other words, to tell people why Discovery Channel thinks “The World is Just Awesome.”
Advertising Agency: 72ndSunny, USA
Year: 2008
Shortlist
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18 – MATCH.COM – Piano
This is a film for the online dating service, Match.com, which features a couple finding each other as they examine musical instruments. He strums a guitar and she plays a keyboard. Together they make beautiful music, and it’s clearly the start of something special.
Advertising Agency: Mother, London
Year: 2010
Gold Lion
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19 – WILKINSON – Mow the Lawn
Girls in a front yard sing about mowing the lawn in order to promote Wilkinson/Schick Quattro razors for women.
Advertising Agency: JWT, New York
Year: 2009
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20 – AMERICAN LEGACY FOUNDATION/TRUTH – Singing Cowboy
We saddled up a horse, found a modern day cowboy that happened to have a hole in his neck due to a tobacco-related laryngectomy, and sent him to Manhattan to sing.
Advertising Agency: Arnold/Crispin Porter + Bogusky, USA
Year: 2007
Bronze Lion
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21 – ARNET BROABAND – Numa Numa
The ad shows some of the funny stuff you can find on the Internet.
Advertising Agency: Santo, Buenos Aires
Year: 2007
Shortlist
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22 – EVIAN – Voices
A man in a lift, a jogger, a secretary by the photocopier, a man in his car, an elderly lady…in all these scenes from everyday life, we see people singing with their childish voices.
Advertising Agency: BETC Euro RSCG, Paris
Year: 2003
Shortlist
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23 – NIKE WOMEN – Surgery
A group of women run away from a plastic surgery clinic dancing a choreography to a reggaetón tune.
Advertising Agency: Madre, Buenos Aires
Year: 2007
Bronze Lion
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24 – DIESEL – Anthem
Sing-a -ong Diesel Island national anthem. Why is your country fucked up?
Advertising Agency: Santo, Buenos Aires
Year: 2011
Silver Lion for the Campaign
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25 – PROCTER & GAMBLE – You’ll Never Walk Alone
This 60-second commercial shows a lifetime of moms by their children’s sides doing the daily, sometimes mundane, things that help their children grow up to be Olympians. All the while, they sing “You’ll Never Walk Alone” from the Rodgers & Hammerstein musical Carousel. The ad builds from a child’s birth and culminates with the Olympics and a proud mom seeing all her hard work pay off. We then cut to a card that says, “Thank you, Mom,” followed by a series of product brand images that ends on the P&G logo with the voice-over, “P&G. Proud sponsor of Moms.”
Advertising Agency: Wieden + Kennedy, Portland
Year: 2010
Bronze Lion for the Campaign
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26 – BURGER KING – Americas Favorite/More Mayo/More Cheese
Introducing the Whopperettes.
The Whopperettes return with a story about extra cheese.
The Whopperettes return with a story about mayo.
Advertising Agency: Crispin Porter + Bogusky
Year: 2006
Silver Lion for the Campaign
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27 – CADBURY DAIRY MILK – Night Runner
Fallon and Cadbury keep Great Britain pumped for the Olympics with a new spot that re-creates “The Final Countdown” — but adds multiple voices singing from the towers and buildings while a runner makes his way, presumably, to the Olympic Gold. An accompanying interactive feature encourages Britons to upload videos of them singing similarly inspirational songs to help team GB to victory.
Advertising Agency: Fallon London
Year: 2012
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28 – LOTTO LOTTERY – Ballroom Blitz
A taxi driver refuses to let passengers into his cab. Instead, he walks over to the queue and starts to sing for them. The man who joins in is chosen as the lucky passenger.
Advertising Agency: New Deal DDB, Norway
Year: 2001
Bronze Lion
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29 – CADBURY DAIRY MILK – Simply the Best
Part of Cadbury’s “Keep Team GB Pumped” campaign for London 2012 Olympics, swimmer Rebecca Adlington is serenaded by royal guards, dinner ladies and butchers with Tina Turner’s “Simply the Best.”
Advertising Agency: Hypernaked, London
Year: 2012
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30 – AMP ENERGY DRINK – Walk of no Shame
AMP wanted to introduce three new products with specific energy functions, designed to help our target, people who live their lives to the fullest. We also needed to increase brand awareness and embed ourselves into their daily life. We wanted to be the most relevant, unlike our hyper-masculine energy competitors. “Walk of No Shame” was an ode to the infamous walk that young people take “the night after” going out. With the look and sound of a mini-musical, AMP showed how one can take a “walk of no shame” as it gets you back on your feet.
Advertising Agency: BBDO New York
Year: 2009
Shortlist
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31 – LABATT BLUE BEER – Big Song
A young man tries to make up to his girlfriend by singing her a song around a campfire – “Out of the Blue”, and it turns into a huge sing-a-long.
Advertising Agency: Ammirati Puris, Canada
Year: 2001
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32 – PEPSI – Pepsi Generation
Advertising Agency: BBDO, USA
Year: 1984
Starbucks – The Big Picture
Posted: November 7, 2011 Filed under: Ambient, Beverages, Cannes Lions, Case History, Event, Promotion, Social, USA | Tags: Ambient, BBDO, Case History, David Lubars, giant mosaic image of a sequoia three, Green Initiative, mugs, Promotion, Starbucks, the big picture 1 Comment »
The brief
To launch Starbucks’ new Green Initiative, we set out to demonstrate the power of people coming together. Our goal was to show how each individual’s small action can add up to create an amazingly big impact.
Idea
On March 18 – 19 in New York, we created a massive event where thousands of New Yorkers traded in their paper cups for reusable mugs. Artists used the individual paper cups to create a giant mosaic image of a sequoia three – representing the vast number of trees we can save if we all made one small change.
Results
On Facebook, 790,000 fans participated from around the world. And as a result of the documented event, over one million people brought a reusable mug to Starbucks on April 15th. During the event, thousands of people traded in their paper cups for reusable mugs.
Advertising Agency: BBDO New York
Chief Creative Officer: David Lubars
Creative Director: Linda Honan
Art Directors: Kim Haxton, Stuart Matz
Year: 2010
Shortlist
The 10 Best Commercials to watch on Halloween
Posted: October 31, 2011 Filed under: Australia, Cannes Lions, France, Germany, Sweden, TV/Film, USA | Tags: TV/Film, Germany, BBDO, Wieden+Kennedy, funny, parody, Jung von Matt, Nike, chainsaw, Volkswagen, Halloween, night, The Top 10 Commercials to see during Halloween Night, Marion Jones, Friday The 13th, lullaby, smart fourtwo, back seat, scream, K-Fee, scary, horror movie, The 10 Best Commercials to watch on Halloween 1 Comment »1 – Volkswagen – HORROR MOVIE
The quality and reliability of a Volkswagen are known to be extremely high. Accordingly, you will never see a Volkswagen that won’t start in a dangerous horror movie scene.
Advertising Agency: DDB Germany
Creative Director: Amir Kassaei, Stefan Schulte, Bert Peluecke
Copywriter: Sebastian Kainz
Art Director: Marc Wientzec
Year: 2007
Bronze Lion
2 – Nike Footwear – SCARY HOUSE
A little girl finally musters up the nerve to ring the doorbell of the scary house at the end of the street. When frightened she runs away by getting in the mindset of the fastest woman in the world: Marion Jones. It’s a race against fear through the backstreets of Savannah.
Advertising Agency: Weiden + Kennedy, Portland
Creative Director: Bill Grylewicz, Andrew Loewenguth
Copywriter: Mike Byrne, Hal Curtis
Art Director: Bill Karow
Year: 2005
Bronze Lion
3 – Nike Sportwear – HORROR
A spoof of the horror film classic “Friday The 13th” but with a twist ending. We see the villain hunched over gasping for breath as Olympic athlete Suzy Hamilton escapes in the distance.
Advertising Agency: Weiden + Kennedy, Portland
Creative Director: Jim Riswold
Copywriter: Ian Reichenthal
Art Director: Scott Vitrone
Year: 2001
Shortlist
4 – SWR Television Station – LULLABY
Serial murderers, monsters and horror characters from well-known splatter, horror and violent films sing Brahms’ lullaby (Lullaby and Good Night). The film ends with the question: how much violence do your kids see before they go to sleep? SWR Television. Against violence on TV.
Advertising Agency: Ogilvy & Mother Frankfurt
Creative Director: Peter Rommelt, Simon Oppmann
Copywriter: Peter Rommelt
Art Director: Simon Oppmann
Year: 2004
Bronze Lion
5 – Smart FourTwo – BACK SEAT
Sometimes it’s more secure to drive a car with no backseats. Note: All scenes in the commercial were filmed referring to the cinematic look of the originals.
Advertising Agency: BBDO Germany
Creative Director: Matthias Eickmayer, Stephan Meske
Copywriter: Szymon Rose, Florian Barthelmess, Jonathan Skupp
Art Director: Steffen Gentis, Annette Berkenbusch, Mereike Ceranna
Year: 2007
Silver Lion
6 – 13eme Rue Tv Channel – SCREAM
Scenes of famous horror films with women screaming…
Advertising Agency: Betc Euro RSCG, Paris
Creative Director: Stephane Xiberras
Copywriter: Oliver Couradjut
Art Director: Remy Tricot
Year: 2007
7 – K-Fee Caffeine Drink – COMPLETE CASE HISTORY
Ever been so wide awake? Then another: K-fee. Canned caffeine with
coffee.
Advertising Agency: Jung Von Matt, Germany
Creative Director: Costantine Kaloff, Ove Gley
Copywriter: Daniel Frericks, Eskil Puhl
Art Director: Frank Aldorf
Year: 2005
Silver Lion for the campaign
8 – Stihl Chainsaw – MASSACRE
The Stihl easy2start chainsaw range feature an effortless , every time starting mechanism.
A wonderful product benefit that gives life to this spoof of the horror genre. Dramatised in a style that looks and feels as much like a cinematic experience as possible, this is an ad that changes shape with a twist.
Advertising Agency: Cummins & Partners, Melbourne
Creative Director: Craig Conway, Sean Cummins
Copywriter: Dave Lunnie, Melissa Turkington
Art Director: Dave Lunnie, Melissa Turkington
Year: 2006
9 – Gainomax Recovery Drink – SCARY
By old habits, people eat bananas after working out. But, bananas are for monkeys. Instead, maximize the effect of your exercise and drink Gainomax Recovery: it’s better for you. In this horror movie a monkey threatens us. Don’t take his bananas. If you do, he’ll come after you.
Advertising Agency: Saatchi & Saatchi, Stockholm
Creative Director: Fredrik Preisler, Adam Kery
Copywriter: Amalia Ptsiava, Adam Reuterskiold
Art Director: Gustav Egerstedt
Year: 2008
Shortlist
10 – Cingular Mobile Phone Service – HORROR
Filmed in a “horror movie” style, scary teenagers ask their parents for cellphones.
Advertising Agency: BBDO New York
Creative Director: David Lubars, Bill Bruce, Susan Credle
Copywriter: David Locasio
Art Director: Rich Wakefield
Year: 2006
BBDO Chile and The Dark Side of Playstation
Posted: October 11, 2011 Filed under: Agency, Cannes Lions, Chile, Press/Outdoor | Tags: BBDO, BBDO Chile, Emerson Navarrete, Eugenio Recuenco, Fernando Riveros, Joan of Arc, Orcs, Playstation, Playstation 2, Playstation 3, puzzle, Ricardo Salamanca, Rommel, soldier, the dark side of Playstation Leave a comment »Playstation 2 – BOXER/SOLDIER (2006)
Creative Director: Cristian Schinadeermann
Copywriter: Matias Lopez, Marcelo Correa
Art Director: Emerson Navarrete, Fernando Riveros
Photographer: Lautaro
Typographer: Ricardo Salamanca
Gold Lion for the Campaign
Playstation 2 – RUBIK/PUZZLE (2007)
Creative Director: Joaquin Bascunan, Cristian Schinadeermann
Copywriter: Cristian Schinadeermann
Art Director: Emerson Navarrete, Fernando Riveros
Photographer: Lautaro
Typographer: Fernando Riveros
Shortlist
Playstation 3 – ORCS/SOLDIERS (2008)
Creative Director: Joaquin Bascunan, Cristian Schinadeermann
Copywriter: Cristian Schinadeermann
Art Director: Emerson Navarrete, Fernando Riveros
Photographer: Lautaro
Typographer: Ricardo Salamanca
Shortlist
Playstation 3 – JOAN OF ARC/ROMMEL (2009)
Creative Director: Emerson Navarrete
Copywriter: Emerson Navarrete, Fernando Riveros
Art Director: Emerson Navarrete, Fernando Riveros
Photographer: Eugenio Recuenco
Shortlist
Wrigley’s Extra Polar Fresh – Mint Parking Ticket
Posted: August 30, 2011 Filed under: Cannes Lions, Direct, Germany, Guerilla, Promotion | Tags: BBDO, Christian Mommertz, gum, mint parking ticket, Promotion, Sebastian Hardieck, Wolfgang Schneider, Wrigley's Extra Polar Fresh Leave a comment »
The challenge was to distribute the fresh mint taste of wrigley’s extra polar fresh not only to the consumer, but also onto everyone’s lips. To successfully achieve our goal, wrigley made use of an everyday observation: when you drive into a parking lot, you haven’t got a free hand for your parking ticket, so you put it in your mouth. This gave wrigley the idea to create the world’s first flavoured parking ticket. Wrigley printed tickets with a very thin layer of mint and placed them in parking lots. when drivers put the ticket in their mouth, they experienced the fresh flavour of Wrigley’s Extra Polar Fresh gum. Drivers had the taste for more, and there was an increased sale of Wrigley’s Extra Polar Fresh in stores close to the parking lots. A test-run showed that this promotional idea was well received by consumers and fit for a nation-wide promotion.
Advertising Agency: BBDO, Düsseldorf
Chief Creative Officers: Christian Mommertz, Sebastian Hardieck, Wolfgang Schneider
Executive Creative Director: Carsten Bolk
Art Directors: Michael Plückhahn, Gustavo Vieira Dias
Copywriter: Isabel Campagna
Mars – Message From Mars
Posted: July 29, 2011 Filed under: Cannes Lions, Case History, Direct, Promotion, The Nederlands | Tags: alphabet in Mars typography, BBDO, Cannes Lions, Case History, Demy Sapthu, design, Direct, Gijs Sluijters, gold lion, iconic brand, Joris Tol, Joris van Elk, Mark Muller, Mars, message from mars, packaging, Thomas Aberson Leave a comment »
Describe the challenges and key objectives
Engage youngsters with the Mars brand; allow them to participate with the brand. Prove that Mars, as an iconic brand, is able to keep coming up with innovative, fun stuff. Raise brand awareness by doing a remarkable campaign.
Describe the brief from the client
Mars is one of the most classic brands in its category: it’s a true iconic brand.
To stay top of mind the brand has to keep proving its relevancy and therefore shifted its focus on engaging youngsters (16-24) with remarkable campaigns and actions.
Mars asked us to create a sales activation in which we engage the target audience. Not by telling them the ‘feel good energy’ brand proposition, but by giving them the opportunity to experience the brand in a whole new way.
Describe how you arrived at the final design
We erased the logo from the Mars bar thereby creating a black bar. We developed a set of stickers with the complete alphabet in Mars typography, including punctuation marks.
This way the bar became an interactive object that gave people the possibility to create their own messages and give these to friends, colleagues or family. Interaction was thereby created through the heart of the brand: on the package where normally the logo is printed.
Give some indication of how successful the outcome was in the market
The black bar and the campaign around it stimulated the target audience to create messages and personalise their Mars bars.
24.000 extra sticker-sets where ordered via the campaign-website. Mars saw an increase in sales of 12 % in OOH and 5% in grocery. Additionally brand preference amidst youngsters increased by 4%.
Advertising Agency: FHV BBDO, Netherlands
Creative Director: Mark Muller
Copywriter: Mark Muller
Art Directors: Joris Tol, Gijs Sluijters, Thomas Aberson, Demy Sapthu, Joris van Elk
Photographer: Studio Beerling
HBO – Voyeur Project
Posted: July 13, 2011 Filed under: Ambient, Cannes Lions, Case History, Digital, Press/Outdoor, USA, Viral | Tags: a life-size projection, Ambient, BBDO, brand, Cannes Lions, Case History, Digital, experience, HBO, illusion, Manhattan’s Lower East Side, USA, Voyeur, wall 1 Comment »
Describe the objective of the promotion.
The campaign goal was to fortify HBO against increasing competition by strengthening the brand’s relationship with super-fans. Incredibly engaged in all forms of media, they seek intelligent, cutting-edge entertainment experiences. Super-fans recognize HBO as one of the few brands that respects their intelligence. They don’t just watch HBO programs – they’re completely involved and engaged before, during and after a show.
The creative task was to ignite this same level of passion around the HBO brand itself. Success would be determined by positive shifts in brand perception metrics, improved bonding levels among super-fans and increases in online brand buzz.
Describe how the promotion developed from concept to implementation.
In order to impact perceptions among an already positive audience, it wouldn’t be enough to tell super-fans that we are the leaders at cutting-edge, innovative storytelling – we needed to show them.
HBO Voyeur took the act of watching, already an integral part of the HBO experience, and intensified it. The viewers became essential players within the story – their gaze the very essence of the concept for HBO Voyeur: sometimes the best stories are the ones we were not meant to see. It encouraged viewers to seek more, become a part of the story and engage with the content.
Explain why the method of promotion was most relevant to the product or service.
In order to encourage the participation beyond passive viewing that is so critical to super-fans’ experience with the brand, HBO Voyeur was expressed as a multi-media, multi-platform program, each touch-point acting as an invitation to engage with the project as a whole.
It began with a life-size projection on the side of an apartment building in downtown Manhattan, creating the illusion that the wall had been cut away and allowing viewers to experience the story by seeing the lives inside. The campaign extended to HBOVoyeur.com, HBO On Demand and HBO Mobile, with each content experience uniquely tailored to its platform.
Describe the success of the promotion with both client and consumer including some quantifiable results.
HBO Voyeur strengthened super-fans’ perception of the HBO brand:
74% said Voyeur set the HBO brand apart.
72% claimed it made them think HBO is better than other networks.
60% said it made them more interested in the HBO brand.
The campaign led to improved feelings towards programming, even though Voyeur was not linked to any specific shows. (Hall and Partners)
Additionally:
3,200+ people visited the Manhattan event.
Over 1 million users visited HBOvoyeur.com within the first 3 weeks (Google Analytics).
The campaign was mentioned in 500+ blogs, prompting conversations and debate (Nielsen BuzzMetrics).
CASE STUDY
Launched in the summer of 2007, HBO Voyeur was a multimedia brand campaign created by advertising agency BBDO. Using the concept of voyeurism, the team created a series of fictional, interconnected characters and stories set within a NY apartment block and these were expanded to create a multiplatform brand experience.
‘It had been a long time since HBO launched a brand campaign, so it was important that the team assembled was able to articulate a refined brand strategy that truly captured the essence of the brand, into high quality, innovative and break-through creative,’ recalls Cindy Matero, director of brand strategy at HBO. ‘HBO Voyeur at its core was a brand initiative and our long-term relationship with BBDO meant they have a deep and firm understanding of the HBO brand and our innovative communication strategies, as well as the nuances of the relationship with our consumer.’
The creative team at BBDO was selected because of its mastery in communicating brand messages in a non-traditional way that leverage all forms of media. According to Matero, the success of HBO Voyeur can be attributed to the close collaboration between BBDO and the brand team at HBO; a partnership that transcended traditional agency/client relationships and resulted in a campaign that was innovative, on strategy and of the highest quality.
After working together for more than a decade, the established relationship between client and creative was especially strong. On this particular project, it was also extremely collaborative, with the client remaining closely involved from beginning to end.
HBO and BBDO shared work and project details on a consistent, at times daily, basis. The client also consistently demonstrated tremendous respect and support for the creative team and its work.
‘In fact, because of the magnitude of the project and all the different moving parts, at times it was as if we were one with the client, all working closely together, hand-in-hand to get things done,’ according to BBDO’s creative team. ‘Our challenge was twofold; to ignite the passion of HBO super-fans without leveraging the brand’s most powerful asset, its programming, and also to demonstrate the evolution of the brand across multiple platforms. Although the project grew in scope, this initial focus never changed.’
The main focus of the campaign was a silent film showing the residences and residents of a fictional urban apartment block in New York City. The campaign’s stellar launch saw crowds gather on the corner of Broome Street and Ludlow Street when the four-minute film was beamed onto the side of a nearby whitewashed apartment building.
Divided into 12 moving parts, the film mimicked a cross-section of the building’s infrastructure, allowing it to show the interiors of all eight apartments simultaneously, as well as the stairwell. Onlookers instantly became voyeurs.
For Matero, seeing the film projected life-size onto the side of a building in Manhattan was the most memorable moment of the campaign. ‘Everyone who worked on the project attended this very successful event and represented all of the hard work and collaboration on the project,’ she recalls.
Creatively developing eight interconnected stories that could play out, fully synchronised, in four minutes was a considerable challenge for the creative team. In addition to developing over 30 different characters, they also mapped, timed and choreographed all the characters’ movements.
The actors had to learn the technical elements of their roles before finding a way to inject characterisation. Part of the challenge for the actors was to portray character and emotion from a distance, while steering clear of pantomime.
The cast and crew were brought together in a mass workshop to perfect the performance. The core film was shot on two sound stages and filmed one ‘floor’ at a time, including activity in the stairwell.
While one floor was being shot, the other side of the sound stage was being dressed. With no dialogue, shot entirely from the perspective of the voyeur, the film required the actors to perform as though they were on a theatre stage.
Each element was carefully choreographed and later meticulously stitched together in post-production. The final film represents an entirely new concept.
In addition to being projected onto the building, the film was also extended to hbovoyeur.com, HBO On Demand and HBO Mobile, as well as other media-sharing platforms such as Flickr and YouTube.
Along with additional interactive content, viewers were able to find more information about the individual characters and their lives, by looking both online and in the real world. This further heightened the experience for those keen to get more involved.
While many campaigns begin and end with the creation of a single character, HBO Voyeur reaches an entirely new level. It is a startling achievement for a single campaign, from the creation of multiple characters, each complete with their own story, to the way in which their lives are cleverly intertwined, to the outstanding direction of the filmed sequences, to the perfect choice of music, to the innovative use of multiple platforms.
Moreover, by incorporating multiple platforms with specific content created to optimise each one, yet never to the detriment of another, HBO Voyeur encapsulates where the advertising industry should be right now.
‘HBO Voyeur was a multi-platform initiative with original content developed for each,’ notes Matero. ‘The creation and implementation, as well as the complex marketing plan behind the project, was nine months in the making. This level of detail required constant communication and many conference calls and meetings every week.’
The complexity of the project and range of skills required meant there were also a number of additional collaborators on the project. These included RSA for film production, Asylum for visual effects, Search Party for music, Big Spaceship for online development and Butcher for editorial.
A team of account managers at BBDO was responsible for managing and overseeing the entire project, ensuring everything was carried out professionally, from developing the strategic thinking behind the project to securing the location to ensuring the media plan was working.
The team’s tasks included liaising between the client and the agency project team; researching, securing and managing outside companies as partners (including PR and event marketing specialists and an online agency); working with the New York City authorities to secure the necessary approvals for the projection location; and generally tackling entirely new concepts in a creative manner.
HBO Voyeur was a complicated project with many different facets. A number of its elements had never previously been attempted, so the project’s account managers needed to be open-minded and creative.
One of the biggest obstacles for the creative team was finding and securing the location. It was crucial to find a building that would work with the creative concept – a stripped-away wall – in a location that could both accommodate an audience and was visible to passers by.
The building used was almost as much of a character in the tale as its inhabitants. For this reason, and to ensure the film was shown in context, Manhattan’s Lower East Side was chosen. Finding an appropriate space there was not an easy task. In the end, a location scout was hired to find the right venue, but the complications did not end there.
‘Our perfect building was adjacent to a Department of Transportation parking lot, which required approval from the city at a time when projecting on the sides of buildings was very controversial,’ recall the BBDO account managers. ‘We worked with seven different NYC government offices to secure permission to use the space. It was the positive relationships we developed with decision makers and influencers, as well as our passion and persistence for the project, that ultimately allowed us to bring it to life in the location we had chosen.’
It was the responsibility of the production and account teams at BBDO to oversee the budget with the client and, because there were so many firsts with this project, unexpected elements throughout the process increased the budget from the original estimate.
Also, as the project developed, elements were added or extended, which also resulted in budget increases. However, these were always discussed by the full team (agency, client and partner) and agreed upon in advance.
‘We faced an unusual challenge in that the project evolved and grew over time, with an endless number of tentacles and ideas – the only thing standing in our way at times was budget!’ says Matero. In fact, were she to repeat the project, this is the one element Matero would alter, allocating more money to expose many more people to the outdoor film in more cities.
For the creative team, the key lesson from this project was that anything is possible for an agency that is truly committed at all levels to create and produce a unique and amazing project, no matter what the obstacles, working alongside clients who are equally committed.
‘It is possible to communicate a strong and succinct brand message in a non-traditional form, and still have it connect deeply with consumers and elevate the perception of the brand,’ concludes Matero.
The HBO Voyeur website received a record number of hits: 1.2 million in the first four weeks, with an average time spent on site of nine minutes. The original content on all HBO platforms, including HBO On Demand, HBO Mobile and HBO on iTunes, also garnered above-average usage.
Additional post-campaign research revealed that HBO Voyeur communicated a strong and positive brand message. This was a resoundingly successful campaign by any standards.
HBO Voyeur Project on Wikipedia
Advertising Agency: BBDO New York
Executive Creative Director: Greg Hahn
Copywriter: Greg Hahn/Mike Smith/David Carter
Art Director: David Carter
Production Company: RSA Film/Little Minx
Directors: Jake Scott/Chris Nelson
Mercedes-Benz – Emirates Take Off
Posted: July 11, 2011 Filed under: Best Use of Television, Cannes Lions, Car, Case History, United Arab Emirates | Tags: acceleration, BBDO, Cannes Lions, Case History, Emirates in-flight movie screens, G-Force, Mercedes, New C 63 AMG Leave a comment »
Insights, Strategy & the Idea
Mercedes-Benz communicated to the agency that the new C 63 AMG has acceleration that must be experienced to be believed.
Our challenge was to replicate the exhilaration of a test drive without actually driving the car. Something that kept coming up in the briefing was “when you put your foot down you are thrown back into your seat.” This became our proposition.
Creative Execution
The new Mercedes-Benz C 63 AMG has incredible acceleration. We wanted people to feel this for themselves in a completely new experiential manner.
To make this happen, we filmed a commercial and then aired it on Emirates in-flight movie screens at exactly the same time as the plane was accelerating down the runway. This enabled viewers to watch the car accelerate on the screen, while experiencing the incredible G-Force for themselves. As the G-Force pushed viewers back into their seats they experienced the closest feeling to an actual test drive.
Agency: Impact BBDO, Dubai
Art Directors: Mark Held / Andrej Arsenijevic
Group Account Director: Fadi el Aswad
Account Manager: Albert Lorenzo
Copywriters: Grant McGrath / Darren McCall / Jeremy Southern
Director: Omar Abbas, Boom Town
