Jung von Matt for Pro Infirmis – Who is perfect, anyway?

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A Swiss charity has created mannequins based on the bodies of disabled people in a bid to raise awareness that no one has a perfect body. Pro Infirmis, an organisation for people with disabilities, worked with people suffering from scoliosis (a curved spine), shortened limbs and a woman in a wheelchair. Each had a mannequin made to perfectly reflect their body shape – which, to their delight, was then displayed in a high street store in Zurich’s main shopping street.

A Swiss charity has created mannequins based on the bodies of disabled people in a bid to raise awareness that no one has a perfect body

Each person had a mannequin made to perfectly reflect their body shape

The project was devised to mark the International Day of Persons with Disabilities this week. Called ‘Because who is perfect? Get closer’, the story is captured in a moving four-minute film directed by Alain Gsponer. The film follows four volunteers who enter a warehouse with trepidation. The models are radio host and film critic Alex Oberholzer, Miss Handicap 2010 Jasmine Rechsteiner, athlete Urs Kolly, actor Erwin Aljukić and blogger Nadja Schmid. The film captures the emotional moment each person sees their unique sculpture – and reveals the internal struggle some of those involved have accepting their appearance. Viewers then see the mannequins carefully dressed and placed in the front window in a shop on Bahnhofstrasse, Zurich’s main downtown street. Dave Thomas Junior contributed the music for the new work. The piece Lost at Sea was newly arranged specially for the Pro Infirmis film.

One model said: “Seeing it there for real is quite a shock. This, says the charity Pro Infirmis, is the point of the campaign. It hopes to raise awareness of people with disabilities, specifically in the image-obsessed worlds of fashion and retail. Upon seeing her mannequin, one woman declares: ‘It’s special to see yourself like this, when you usually can’t look at yourself in the mirror”.

The project was devised to mark the International Day of Persons with Disabilities this week
Called 'Because who is perfect? Get closer,' the story is captured in a moving four-minute film directed by Alain Gsponer
The film follows four volunteers who enter a warehouse with trepidation. They include actor Erwin Aljuki¿ (pictured)
Each is measured before mannequins are painstakingly crafted to mirror their bodies
Upon seeing her mannequin, one woman declares: 'It's special to see yourself like this, when you usually can't look at yourself in the mirror'
The aim of the project is to raise awareness of people with disabilities, specifically in the image-obsessed worlds of fashion and retail
Viewers then see the mannequins carefully dressed and placed in the front window in a shop on Bahnhofstrasse, Zurich's main downtown street
Far from the tall, curve free models seen world wide, passers-by see a a woman with a curved spine, or a man or woman in a wheelchair

Advertising Agency: Jung von Matt/Limmat, Zurich, Switzerland
Executive Creative Director: Alexander Jaggy
Art Director: Daniel Serrano
Copywriter: Samuel Wicki, Mateo Sacchetti
Graphic Designer: Lukas Frischknecht
Year: 2013


Advertising by Design (22 Brilliant Ideas)

TBWA/Hunt/Lascaris – We Sent Their Briefs Back

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Although TBWA\Hunt\Lascaris is well established as an above-the-line agency, our clients were yet to be introduced to the wealth of talent that TBWA\ Design has to offer. So, to get our clients’ attention, we intercepted existing above-the-line briefs and used the physical advertising brief as our canvas. Instead of answering the brief in a traditional manner, we conceptualized various designs that captured the essence of the brands, then brought them to life using only the cardboard job bags and the briefs that were attached to them. We created intricate pieces of paper art, transforming our client’s briefs into multi-dimensional design pieces. We then sent our clients’ briefs back to them, proving that TBWA\ Design can do amazing things with their briefs. Our campaign was a huge success. The design studio received their first new brief from our client just 5 days later. Even more notably, new design work in the system rose by 450% within the first 6 weeks.

Advertising Agency: TBWA\Hunt\Lascaris, Johannesburg
Executive Creative Directors: Matthew Brink, Adam Livesey
Art Director: Jade Manning
Copywriter: Vincent Osmond
Creative Director: Sacha Traest, Mike Groenewald
Design: Sacha Traest, Leigh-anne Salonika, Katleho Mofolo, Graeme Van Jaarsveld, Ilze Venter, jason Fieldgate
Typographer: Hazel Buchan
Photographer: Graeme Borchers, Des Ellis
Year: 2013

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Coca-Cola – Sharing Can

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Advertising Agency: Ogilvy & Mather, Paris/Ogilvy & Mather, Singapore
Chief Creative Officer: Chris Garbutt, Eugene Cheong,
Creative Director: David Raichman, Frederic Levron, Yvan Hiot
Copywriter: Xiao An Cheng
Designer: Martin Olivier, Olivier Brechon
Technical Partner : Capital Innovation
Year: 2013

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Land Rover – The Escape Key

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Jaguar Land Rover MENA is promoting the Land Rover LR4 with “The Land Rover Escape Key”, a small icon designed to replace the ESC key on desktop computer. Sent out in three batches of 800 pieces, the keys are designed to remind people at the office that there’s way to escape the every day routine of indoor business. Test driving a Land Rover LR4 is the way to find life beyond the office cubicle. The number of queries almost tripled and test drives are up by 208%.

Advertising Agency: Y&R MENA
Chief Creative Officer: Shahir Zag
Creative Director: Joseph Bihag, William Mathovani
Year: 2013

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Kit Kat – The Pillow Book

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Advertising Agency: JWT, Sao Paulo, Brazil
CCO: Ricardo John
Art Director: Brunno Cortez
Copywriter: Erick Mendonça
Creative Director: Ricardo John
Year: 2013

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Marionnaud – Memory Game

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Marionnaud, one of Europe’s largest perfume retailers, celebrated “10 years’ expertise in fragrance”. For the jubilee we created a very special staff incentive: the first Memory game without pictures. The cards had been finished with a fragrance coating. When rubbed, the cards released the scent of ingredients used in perfume manufacture. Rub and sniff: that was the only way to identify the pairs – but no problem for Marionnaud professionals.

Advertising Agency: Wirz/BBDO, Zurich
Executive Creative Director: Philipp Skrabal
Art Director: Barbara Hartmann
Copywriter: Marietta Mügge

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FIAT – Hero Hug

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Advertising Agency: Leo Burnett, São Paulo
Chief Creative Officer: Marcelo Reis
Executive Creative Director: Guilherme Jahara
Creative Director: Rodrigo Jatene
Copywriter: Caio Lekecinskas
Art Director: Rafa Oliveira

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Domino’s Pizza – Domino’s Pizza Disc

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Advertising Agency: Artplan, Sao Paulo
Executive Creative Director: Roberto Vilhena
Creative Director: Rodrigo Moraes
Copywriter: Tiago Trindade, Rodrigo Sanches
Art Director: Diogo Barbosa, Guilherme Grotti
Graphic Production: Bruno Werner

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Megaman – Light Bulb Calendar

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Advertising Agency: Grabarz und Partner, Germany
Executive Creative Director: Ralf Heuel
Creative Director: Andre Price, Jan-Florian Ege
Art Director: Andre Price, Jana Mehrgardt, Jan Riggert
Designer: Sönke Jansen

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Heineken – First Interactive Bottle

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Heineken embraces the start-up culture of experimentation because it knows that invention never sleeps. The brand understands that the best ‘user experiences’ tap into existing consumer behaviors and push technology into the background.

The intent of the Heineken Ignite project was to develop an idea that would create a memorable Heineken experience unlocking the power and possibilities of mobile innovation and technology.

Heineken believes that mobile innovation could offer a much more rewarding experience than just an app and embraced the challenge to think about how the product could be leveraged as an interface to the brand experience.

A prototype of Heineken Ignite will be revealed on 9 April at Milan Design Week as part of Heineken’s Lounge of the Future concept. Heineken takes its promise to “open your world” even further with the Heineken Ignite project, enhancing the organic way in which the product is used based on social interaction between beer drinkers. This innovative approach lets people be a part of the party in a whole new way and opens up possibilities in social situations.

Advertising Agency: Tribal DDB, Amsterdam

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3M Earplugs – Volume Pack

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The task was to develop an original promotional packaging solution that immediately conveyed the product value of 3M’s Solar Earplugs – a product targeted at end users frequently requiring effective noise protection (such as musicians and festival-goers). Solution: 3M turned the purpose of the earplugs – to reduce noise – into an original package design. The container’s cap looks like the volume knob of a hi-fi system; when opening it to reach the earplugs, one seems to be turning down the volume.

Advertising Agency: Scholz & Friends, Germany
Chief Creative Officer: Martin Pross
Executive Creative Director: Matthias Spaetgens
Creative Direction: Robert Krause, Wolf Schneider
Copy: Nils Tscharnke
Art Direction: Sebastian Frese, Ralf Schroeder

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Deutsche Bank – Anamorphic Mirror

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Brief Explanation
The vestibule is a narrow room of 25sqm strongly limiting the possible size of the installation. Therefore, we decided to utilise light for a radiant impact, and to expand the process of reception by making use of the visitors’ movement while approaching the area via a short staircase. Going upstairs becomes part of the experience as visitors gain increasing insights to the entry with the installation. Its concept is based on the principle of anamorphosis: what you see alters as you change your position in space. The image only fully resolves itself when seen from a particular ‘sweet spot’.

Describe the brief from the client
The redesigned corporate headquarters of Deutsche Bank in Frankfurt am Main are now housing a brand and conference area. Parts of this section are public and can be accessed directly from the spacious atrium via a staircase. Deutsche Bank commissioned us to develop an installation that references the well-known company logo, originally designed by Anton Stankowski, for the vestibule of this area. The brief was to provide an atmospheric element that would be visible to customers, visitors and employees standing at reception, as well as on the bridge connecting the building’s 2 towers.

Description of how you arrived at the final design
‘Anamorphic Mirror’ consists of a faceted mirror and blue light projected onto the opposite wall. When viewed from the ‘sweet spot’ the mirror reflects the Bank’s logo. Standing at the bottom of the stairs, visitors see seemingly random blue reflections on the mirror’s facets. As they get closer, the blue reflections begin to take shape, until they resolve into the bank’s logo upon the visitors’ reaching the stairs’ top. In this manner, an animation is created from a static surface. While getting even closer to entering the conference area, visitors are themselves reflected in the mirror and thus take centre stage.

Indication of how successful the outcome was in the market:
Since the opening on April 6 more than 20,000 visitors came to see the public part of the brand area. Board members use the overall facilities to hold receptions, functions such as HR are using it for employee activities, bank managers invite partners and clients, the press department welcomes journalists. With unobtrusive means, the dynamic and yet poetic installation ‘Anamorphic Mirror’ creates an atmospheric element with space-encompassing impact, and attunes visitors to the brand from the very beginning.

Advertising Agency: ART+COM in Cooperation with COORDINATION, Berlin
Executive Creative Director: Joachim Sauter
Designer: Simon Häcker
Project Manager: Gert Monath
Senior Art Director: Eva Offenberg
Year: 2013

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The Hälssen & Lyon – The Tea Calendar

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The Hälssen & Lyon tea calendar is the first calendar in the world to feature calendar days made from tea leaves. Finely flavoured and pressed until wafer-thin, the 365 calendar days can be individually detached and brewed directly in the cup with hot water. The tea calendar was sent exclusively to selected business partners.

Advertising Agency: Kolle Rebbe, Hamburg
Executive Creative Director: Sascha Hanke
Creative Director: Heiko Schmidt and Kay Eichner
Creative: Patrick Schroeder, Julia Meissner
Year: 2013
Gold Lion

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Hot Wheels – Don’t Drink and Drive Key Chains

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Advertising Agency: Ogilvy, Mumbai, India
National Creative Directors: Abhijit Avasthi, Rajiv Rao
Senior Creative Director: Amitabh Agnihotri, Sameer Sojwal
Creative Group Head: Yogesh Pradhan
Year: 2012
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Greenpeace – Do Not Disturb

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Advertising Agency: AlmapBBDO, São Paulo, Brazil
Chief Creative Officer: Marcello Serpa
Executive Creative Director: Marcello Serpa
Creative Director: Luiz Sanches
Art Director: Caio Tezoto
Year: 2012

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Coca-Cola FM – Magazine Amplifier

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The piece consists in an exclusive insert for subscribers of the latest edition of the Capricho magazine which was created by JWT. Attached to the cover, the art allows readers to turn the magazine into an amplifier. Simply by rolling the magazine and inserting the iPhone tuned into the Coca-Cola FM application in the spot indicated. The final format allows the sound waves to travel in two different directions at the same time, intensifying the stereo effect created by the device. The next step is to enjoy the music.

Advertising Agency: JWT, Brazil
Year: 2012

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Red Bull – Portable Charger

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We created Redbull-shaped portable charger. This Redbull-shaped charger will show its own recharging screen when they fit into the gadget And the mobile webpage of Redbull will be on the screen when it is unlocked.

Advertising Agency: Hallym University, Cheonan-si, South Korea
Copywriter: Heejo Sun, Dongkyun Yu
Art Director: Minseok Go
Year: 2012

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Land Rover – Edible Survival Guide

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While Land Rover vehicles can take on any obstacles in the desert, it cannot be said the same of their owners. Scorching temperatures, deadly animals and sinkholes are just a few things they might encounter. And when they venture deep into it, even the most experienced drivers can quickly succumb to the harshness of the desert. We wanted to create something that would cut through the clutter and that these people would like to keep. So we created a survival guide, which explained the basics for staying alive in the Arabian Desert, and packaged it in a way that would spur the attention of our target audience.

We researched every indigenous animal and plant, people could encounter in the Arabian Desert and how they could be used to survive. We studied the topography of the region to guide people to safety. We used a reflective packaging similar to army rations, which could be used to signal for help, and bound the book with a metal spiral, which could be used for cooking. Finally, we even took an extra step so that in case of emergency, people could always EAT the book. It was made out of edible ink and paper, and it had a nutritional value close to that of a cheeseburger.

We sent the book to 5,000 existing customers, gave it away as a supplement to the cars’ manual and made it freely available in sports shops. The initial response was very positive. And the client was so happy with the concept that they asked us to include the book as an insert in the next edition of a car magazine, with a 70,000 circulation.

Advertising Agency: Y&R, Dubai, UAE
Chief Creative Officer: Shahir Zag
Creative Director/Copywriter: Shahir Zag
Creative Director/Art Director/Illustrator: Joseph Bihag
Copywriter: Guillaume Calmelet
Designer/Copywriter: Khaled Said
Year: 2012

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IBM – Outdoor as Utility

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Advertising Agency: Ogilvy France

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Ricola – Ricola Music Edition

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Ricola, a brand of cough drops and breath mints in Switzerland, is known for its traditional blend of thirteen natural herbs. The provision of instant relief, even to the most strained throats, is visualised with the help of the wrapping paper. The Music Edition, an illustrated release, turns the drops into the heads of suffering singers. Each and every throat appears to be constricted. However, when you unwrap a bonbon, the throat is relieved and all hoarseness disappears. Print advertising presented the five characters: Rockabilly, Pop star, Opera singer, Rapper and Punk Rocker, with the tag line, “Unwrap your voice”. The project won Gold for Package Design at the London International Awards this week.

Advertising Agency: Jung von Matt, Hamburg

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Camp Nectar – Fruit Boxes (Made from Real Fruit)

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General Brands in Brazil ran a two-year experimental campaign in which fruit was grown in the shape of Camp Nectar fruit boxes to promote the claim, “Made from Real Fruit”. Customized juice box molds were placed around growing fruit on an orchard in Paranapanema, producing 1,123 oranges, lemons, guavas and passion fruit with the Camp Nectar box shape. The specially designed fruit, complete with brand imprint, straw and carton flaps, were placed in supermarkets and fairs to promote the juice range. The campaign won a Gold Outdoor Lion, a Bronze Direct Lion, a Silver and Bronze Promo & Activation Lion.

Advertising Agency: Age Isobar, Sao Paulo

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Sweet Enough – The Candy Room

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Sweet Enough, an importer of sugar free candy products in Australia, has set up The Candy Room, a store in Melbourne designed to draw out the inner child in customers, connecting them with childhood, fantasy and fiction and of course, sweets. Black line artwork is applied on white space, supplemented with the bright colours of the sweets throughout the store.

Advertising Agency: Red Design Group

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Oreo – Oreo Crumb Case

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Miami Ad School students have developed a tea bag enclosure for Oreo cookie crumbs to infuse milk with Oreo flavor. The Oreo Crumb Case, developed as a student project, could go a long way. Just shake together all the crumbs left in the Oreo packet, sprinkle them into the Crumb Case, and infuse the crumbs in your tumbler of milk.

Advertising Agency: Miami Ad School


Great Stories Start in Cannes

“Everybody who has been to the Cannes Lions Festival has a story to tell. A story that in some shape or form has influenced or changed their lives,” says Philip Thomas, Festival CEO. “Who better to give an insight into the ethos of Cannes – the opportunities, the creativity, the relationships, the rewards – but some of those people who know best, and at first-hand, that great advertising and communication is about storytelling.”

Marcello Serpa (Chief Creative Officer ALMAP/BBDO)

Mark Tutssel (Chief Creative Officer Leo Burnett Worldwide)

Stephane Xberras (Executive Creative Director BETC Euro RSCG)

Bob Greenberg (Chairman, CEO Global CCO R/GA)

Fernando Vega Olmos (Chairman of the Worldwide Creative Council JWT Worldwide)

Armin Jochum (Chief Creative Officer Jung von Matt)

Tom Beckman (Executive Creative Director Prime)

Prasoon Joshi (Executive Chairman, Regional ECD APAC McCann Erickson)

Nick Brien (Chairman, CEO McCann Erickson)

Eugene Bay (Chairman VBAT)

Sir John Hegarty (Worldwide Creative Director BBH)

David Droga (Creative Chairman Droga5)

Jonathan Mildenhall (VP, Global Advertising Strategy and Content Excellence The Coca-Cola Company)

Sir Martin Sorrell (CEO WPP)

Dana Anderson (Senior Vice-President Marketing Strategy and Communications Kraft Foods)

Fernanda Romano (Creative Partner Naked Brasil)

Matias Palm-Jensen (Chief Innovation Officer McCann-Erickson Europe)

Sylvia Vitale Rotta (CEO Team Créatif Group)

Mainardo de Nardis (CEO OMD Worldwide)

Maria Luisa Francoli Plaza (Global CEO MPG)

Jeff Benjamin (Chief Creative Officer JWT North America)

Rei Inamoto (Chief Creative Officer AKQA)

 


Mercedes-Benz – Tramp a Benz

For more than 125 years, Mercedes-Benz stands for a certain ambition: The best or nothing. Last year this principle of the founder Gottlieb Daimler became the new claim of the brand. The brief was to make this principle come alive.

The strategy of “Tramp a Benz” was to create a dialogue about “The best or nothing” in Social Media and non traditional media types by telling a very simple story: Germany’s most famous hitchhikes with Mercedes-Benz only. And to bring Gottlieb Daimler’s maxim from the year 1886 to life. Prove it in real life. And show how relevant “The best or nothing” still is today.

In one of the coldest Decembers Berlin ever witnessed, street photographer and performance artist Stefan Gbureck set out on a journey with no destination but one goal: to travel with “The best or nothing”. Which in this case meant – no ifs, no buts – just in Mercedes cars. And the Mercedes community didn’t let him down. Online, where they encouraged him to keep it up. And on the road where he found the friendliest, craziest, most stereotypical and most offbeat Mercedes drivers you could imagine. The pictures and stories of the 17-day trip were shared on Stefan’s Blog. He portrayed the drivers and their cars and showed the results to an even bigger audience after his trip on his very own exhibition. Stefan was invited to event shows and published a photo book with all stories and pictures.

Stefan’s journey was followed by thousands of readers on his blog. Additionally, the exhibition and the photo book made his story accessible to an even larger amount of people. Bloggers commented on the project and the high ambition of a hitchhiker travelling with Mercedes only. The project was always related directly to the new claim “The best or nothing”. And as “Tramp a Benz” supported the brand communication, it helped to raise the recognition of the claim “The best or nothing” from 0% to 42% in 2010. “The best or nothing” campaign was the main topic for days, with the photo book being downloaded 1000 times and Facebook fans rose to 2.5million.

Advertising Agency: Jung von Matt, Hamburg
Chief Creative Officer: Armin Jochum, Goetz Ulmer, Thimoteus Wagner
Art Director: Tilman Gossner
Copywriter: Torben Otten, Georg Baur
Photographer: Stefan Gburek
Animation Company: M.A.R.K 13
Film Production/Cinematographer: Viviane Blumenschein
Year: 2011
Gold Lion


Eichborn – Flyvertising (the world’s first fly banner)


Brief
To position Eichborn – the publisher with the fly – as a brave, humorous and unconventional publisher at the Frankfurt Book Fair 2009, and to entice the visitors to their exhibition stand.

Idea
To achieve our goal we used the Eichborn logo, the fly, to invent a new form of advertising: FLYVERTISING. Or more precisely: the first fly banner in the world. We equipped 200 real flies with an ultralight banner. The line on the banner read: Eichborn. The publisher with the fly. Hall 4.1. Stand E146.
At a big PR event, we released the flies from the Eichborn exhibition stand, from where they conquered the whole exhibition hall and then the whole world. To maximise the effect and spread FLYVERTISING further, we documented the event and uploaded a 90 second viral to YouTube.

Results
FLYVERTISING only cost 500 euros and generated a lot of traffic for the Eichborn exhibition stand. But it didn’t stop there: 800,000 visitors watched the video of the event on YouTube within the first month. TV stations and newspapers all over the world spread the story – not to mention a vast number of blogs. And there were 5,000 more clicks per month on the Eichborn homepage. A remarkable demonstration of the saying ‘small cause, large effect’ and worldwide attention for Eichborn – the publisher with the fly.

We decided on the FLYVERTISING campaign for the following reasons:
1. The campaign uses the Eichborn logo, the fly. This enabled us to create an unmistakeable link to the publishing company.
2. The campaign had to be as humorous, unconventional and brave as the Eichborn publishing company itself. This is why we decided not to use hostesses, floor stickers or any of the usual trade fair communication activities – and invented FLYVERTISING instead.

Advertising Agency: Jung von Matt
Creative Directors: Jacques Pense, Michael Ohanian
Art Directors: Benjamin Beck, Thomas Lupo
Copywriters: Norman Scholl, Lennart Frank
Year: 2009

AWARDS
Cannes Lions – 1 x Silver, 1 x Finalist
ADC Europe – 1 x Gold, 1 x Finalist
ADC Germany – 1 x Gold, 2 x Bronze
ADC New York – 1 x Bronze
AME Awards – 1 x Gold
New York Festivals – 1 x Gold, 2 x Silver, 1 x Finalist
Intercontinental Advertising Cup – Finalist
One Show – Finalist
D&AD – In Book
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The 10 Best Commercials to watch on Halloween

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


WWF – The world’s first green file format: the WWF





Insights, Strategy & the Idea
Every day, entire forests are cut down to make paper. Paper that’s senselessly used to print out documents all over the world: websites, emails, even entire reports instead of those few pages that are really needed and read. This happens in spite of the fact that it’s easy to avoid printing by saving the document as a PDF. But even PDFs can sometimes also be printed out. So to stop unnecessary printing and encourage a new awareness about the use of paper, we’ve developed the world’s first green file format: .wwf.
A format that can’t be printed out. A simple idea that saves trees. In Hamburg we invited german journalists to a big press conference. Hosted by german WWF chair president and the chair president of the agency. We attracted all big television channels and publishing houses. Not clever communication is our product. This is a clever product communication.
Creative Execution
The WWF Organisation is one of the most important environmental organizations in the world. For 50 years the WWF has pursued one goal: to rescue the rainforests. With this Partner we wanted to raise this important issue . That’s why we invented the world’s first green file format: The .wwf. A file format that simply cannot be printed out. We wanted to put an end to the unnecessary printing and start raising global awareness of the destruction it causes. The product is the message.
Results and Effectiveness
After just four weeks, the website had already welcomed 200,000 visitors from 183 countries, and the software had been downloaded over 30,000 times. On Facebook we’ve got over 10.000 friends.
Just a few days after the campaign was launched, the WWF was THE topic of conversation in the news, in tweets and on blogs across the world.

Advertising Agency: Jung Von Matt
Creative director: Doerte Spengler-Ahrens/Jan Rexhausen
Art Director: Michael Kittel/Alexander Norvillas
Copywriter: Henning Mueler-Dannhausenn/Lisa Glock


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