Sponsored Heroes

“Imagine if one day capitalism reaches the point, where the big brands starts to sponsor the superheroes. How would this influence their images?”

Being a superhero doesn’t seem to be a lucrative gig, but what if it was? Brands sponsor athletes and celebrities all the time, and with the increasing popularity of superheroes, it’s not all that shocking to think that The Incredible Hulk could one day be rocking a massive Monster logo across his chest.

Italian graphic designer Roberto Vergati Santos imagined many of our favorite superheroes sponsored by our favorite brands. The aptly titled ‘Sponsored Heroes’ series sees characters from both the Marvel and DC Comics universe, and includes all the members of The Avengers, Batman, Wolverine, and many more. Batman can be seen sporting a Nike suit of armor, while Iron Man has been stamped with the golden arches of McDonald’s,  and Captain America is seen holding a massive UPS shield. Check out some of the superheroes from the collection below.

IRON MAN – Sponsored by McDonald’s

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HULK – Sponsored by Monster Energy

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WOLVERINE – Sponsored by Adidas

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BATMAN – Sponsored by Nike

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CAPTAIN AMERICA – Sponsored by UPS

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FLASH – Sponsored by Red Bull

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AVENGERS – Sponsored by Coca-Cola

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SILVER SURFER- Sponsored by Apple

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SUPERMAN – Sponsored by Giorgio Armani

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IRON MAN (Sponsored by McDonald’s) vs CAPTAIN AMERICA (Sponsored by Burger King)

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Nike – The Chain (the World’s Longest User Generated Video)

The Chain is the world’s longest user generated football video and is edited together from user submissions. The Chain is a feast of homebrewed football moves from all corners of the globe, with one user passing the ball to the next. The brand moves from being a speaker to being a facilitator of the message of the global movement for beautiful football. The consumers become the voice.

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The Chain campaign was kicked off – literally – by Ronaldinho. The football star was filmed kicking a ball out of the camera frame, and then viewers were encouraged to filmed the following link in the chain. The rules were very simple: the ball must enter from the left and exit to the right. Beyond this the participants could show off thei footballing skills any way they liked. Over 40.000 films were uploaded to the website, with 2.000 of those selected for use in The Chain, a two-hour football video that has been viewed by more than 20 million people.

Advertising Agency: FramFab Denmark, Copenhagen
Creative Director: Lars Cortsen
Copywriter: Thomas Robson
Art Director: Rasmus Frandsen
Designer: Kristian Groove Møller
Interactive Designer: Kristian Groove Moller, Martin Mohr
Programmer: Martin Ludvigsen
Technical Director: Jesper Arvidson
Producer: Simon Ryhede/Michael Amsinck
Year: 2006
GOLD LION (2006, Cannes International Advertising Festival)
GOLD (2006, London International Awards)
GOLD (2006, Epica – Europes premier creative awards) ,
GRANDPRIX (2006, Eurobest Awards),
GOLD (2007, The One Show),
GOLD (2007, CLIO, “Fresh Approach”), SILVER (2007, CLIO, “Brand Building”),
NOMINATION (2007, D&AD Awards”)


15 Best Olympics Advertising for London 2012

1 – Procter & Gamble – Best Job

Arguably the most memorable Olympics 2012 ad, Procter & Gamble champions mums in this commercial titled ‘Best job’. The tear jerker, created by Wieden + Kennedy Portland, follows four child athletes on their path to the London Olympic Games, supported, cared for and encouraged by their mothers every step of the way.

2 – Nike – Find Your Greatness

Nike does it again. Now famous for its ambush marketing tactics around major global sporting events, the sports apparel giant launched ‘Find your greatness’ in 25 countries yesterday to coincide with the opening ceremony. Cleverly avoiding any mention of London 2012 and the Olympic rings, the ad features places across the world with ‘London’ in their names, along with local everyday athletes enjoying their sports. The ad was created by Nike’s longterm agency partner Wieden + Kennedy.

3 – Coca-Cola – Move to the Beat

Mother London, Mark Ronson and Coca-Cola traveled the world to create a new dance track using the sounds of sport from 5 Olympic hopefuls.

4 – Omega – Star Me Up

A remix of The Rolling Stones’ ‘Start me up’ sets the pace for this commercial with the same title for Omega, the official timekeeper of the Olympics 2012. The ad lingers on the moments right before the start of a race or event, the tension felt by the athletes as they hone their focus for the task ahead.

5 – McDonald’s – Rivals

The Olympic spirit lives within us all. And when gold medals don’t provide enough motivation for greatness, McDonald’s is proud to serve the Happy Meals, Big Macs, and Fries that put everyone in the mood for a little competition.

6 – British Airways – London Calling

British Airways has launched its Olympic advert as anticipation builds ahead of the Games. It features one of BA’s jets strolling through London and showcasing landmarks such as Trafalgar Square and the Palace of Westminster, before taking in the Olympic Stadium in Stratford. Best of all though, it is set to the soundtrack of The Clash’s London Calling

7 – Adidas – What will you take?

Among others, Olympic Games sponsor Adidas created ‘What will you take?’ in support of Team Great Britian in partnership with agency Sid Lee. The colourful advert touches on all aspects of being an Olympian, both good and bad, as it challenges the athletes to take the stage and embrace this fleeting, once-in-a-lifetime opportunity.

8 – Icy Dew – Sixty Percent

Taking a break from the blood, sweat and tears approach, Coca-Cola bottled water brand Icy Dew created this amusing ’60 per cent water’ TVC in partnership with BBH Shanghai ahead of the Games. While this one might not stir the Olympian in you, it will certainly make you chuckle.

9 – Powerade – Power Through

Another Wieden + Kennedy addition, Powerade‘s ‘Power through’ Olympics advert focuses on “the line between breaking point and breaking through”, the extra effort that makes the difference between those athletes that go home with a medal and those that return disappointed. More muscles, more tension and another emotionally charged voice-over, the real stuff of Olympics advertising.

10 – Samsung – Are You Ready?

Cheil Worldwide launched this ‘Are you ready?’ ad for Olympic sponsor Samsung in support of its Galaxy S3 model across 20 countries this week. Olympics ambassador David Beckham signals the start of the event by kicking a ball against a gong in an impressive long-range shot.

11 – Visa- The Difference

Worldwide sponsor Visa has been putting its name to the Olympic Games for 25 years. This ad, titled ‘The difference’, was created by TBWA Chiat Day Los Angeles and narrated by Hollywood legend Morgan Freeman. This is just one in a series of Sepia-coloured ads marking Visa’s quarter century partnership with the Games this year.

12 – National Lottery Funded Athletes – Jenny Meadow Mother’s Story

Inspired by the story of 800 metres runner Jenny Meadows’ mother, our newest TV advert looks at how National Lottery funding helps British athletes achieve their dreams. Extended version. Thanks to TNL players we’re helping over 1,200 British athletes fulfil their dreams at London 2012 and beyond. No-one has contributed more to our athletes than our players.

13 – EDF – Powering The Games

EDF is an official partner of the London 2012 Olympic and Paralympic Games, supplying the Olympic Park with low carbon electricity for a sustainable Olympics to remember.

14 – GlaxoSmithKline – Marlon Devonish

Touching on the ugly side of sport, GlaxoSmithKline features English sprinter Marlon Devonish to promote its provision of anti-doping laboratory services at the Games. Created by TBWA London, the advert takes the viewer inside the athlete’s body to experience the tension and exhilaration as he prepares to run the race of a lifetime.

15 – BP – Fuelling The Future

BP is proud to be the Official Oil and Gas Partner for the London 2012 Olympic and Paralympic Games, as well as a Premier Partner of the Cultural Olympiad.


Songvertising – 32 best commercials with singing people

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


Wieden + Hegarty – 30 years of Creative Chaos

What are the reasons behind a successful commercial – is it the craft, the execution or great story telling, and what has made campaigns stand out over decades? On the fifth day of the 59th International Festival of Creativity, Sir John Hegarty, worldwide creative director and Dan Wieden, co-founder and global executive creative director, Wieden+Kennedy (W+K) discussed the elements that make a campaign successful, while speaking on the topic, ’30 years of creative chaos’.

The session—celebrating the 30th anniversary of both Wieden + Kennedy and Bartle Bogle Hegarty—began with an amusing video in which Wieden, to compete with the knighted Hegarty, gets a handful of degrees and ordainments through the Internet so he can be introduced as Lord Rev. Dr. Dan Wieden. The comical mock one-upmanship continued throughout the talk—moderated by Atifa Silk of Campaign Asia-Pacific—as the two legendary creatives alternately praised and teased one another following the screening of each spot.

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“I have enormous empathy for Dan’s work…,” Hegarty said. “I remember when I suddenly started seeing this work—Instant Karma—coming out of this American agency for Nike. I had to find out who they were. Where are they? Portland, Oregon? Where is Oregon?”

The session started by talking about Nike’s long term association with W+K, and how over the years the sports brand has worked with the agency, trusting and believing in its every work. To this, Wieden said, “Nike is a very different client as the company does not believe in airing one TVC several times. Interestingly, the company also does not believe in advertising, it believes in creating an experience. When I came to know about this, I enquired about this quite unique approach. The company representative replied, ‘You never write the same letter twice, then why the same spot?”

Agreeing with him, Sir Hegarty cited the example of the Nike commercial featuring golfer Tiger Woods. “Earl and Tiger” ad for Nike Golf, which aired in the wake of the golfer’s sex scandal. It shows a stoic Woods looking into the camera as his late father, heard in voiceover, urges him to reflect on his life. He said, “In order to break away from the usual and to create something unusual, a brand has to be constantly brave. A brave brand will be ready to take risks, and will further allow the agency to create unusual and interesting campaigns.”

Sir Hegarty next talked about the ‘Go forth’ TVC for Levis by W+K, called ‘America’s challenging time’. “There are times when due to the scale, it becomes difficult to use one language to unify different countries with different dialects. In such situations, one needs to conceptualise one single idea, which will bring everybody to a common platform,” he remarked.

Wieden, in turn, first became aware of Hegarty’s work with the Levi’s ad of  “a young man walking into a laundry room and taking off his clothes.” “You keep stumbling across opportunities, an idea reveals itself within an idea,” said Hegarty on the inspiration behind the ad. “In a Levi’s ad there’s always someone getting dressed or undressed.”

But, how the foundation client has overpowered the agency’s business?

According to Wieden, in case of W+K, Nike was the only visible client for a long time and while the agency had the business of a small radio station from Portland, the fact is that its survival was mainly dependent on one client; this made the agency uncomfortable. So, while foundation clients are important for any agency, there is also a need to branch out.

Next, speaking on the power of creativity, Sir Hegarty elaborated, “Advertising is 80 per cent idea and 20 per cent execution – and we live in a world of YouTube – where everyone can make everything, so it is important to be both perfect in detailing and in storytelling.”

Adding to his view point, Wieden said, “Emotions need to be depicted in the right form and it is not necessary that one always has to go the social media way to depict emotions. Rather, telling simple stories with great emotions can move the consumers.”

But sometimes ideas aren’t enough and it’s the execution that pulls the ad through, commented Hegarty on W+K’s “Best Job” TV commercial for P&G. “If you had passed me the script I think I might have vomited. You Americans, you wade around in this treacle of emotion…” said Hegarty wryly. “But the way you [Wieden] executed it really worked….The vomit factor was high…but the directing worked.” “It’s the power of storytelling, you’ve got to make sure the emotions are relevant and just let yourselves be swept up by it,” agreed Wieden.

Sir Hegarty discussed the campaign called ‘Dean Savage’ for Google Chrome, and how it turned a brand which is usually perceived to be unemotional to emotional. “Some of the best advertising, is not advertising”, continued Hegarty, referring to Google Chrome’s support of the ” It gets better” initiative. The work done by BBH NY could have easily backfired on the company, said Hegarty. “We tried to put it into a place that wasn’t advertising, that was part of the social fabric of life.”

“When you do your job right, you add something to the value of the brand, not just for the audience but for the people who work there,” commented Wieden. “Google is perceived as a less emotional group of people but when a spot like that comes out, it humanises them.”

Sir Hegarty next focused on the importance of motivation. “In this industry, one gets motivated via competition’s work. The ‘Old Spice’ ad is a spectacular example of good work and when I watched it I felt jealous. However, two minutes later, I was determined to do better work for Axe. Therefore, in order to do great work, we need competition to succeed, as then at that time even clients fuel up, which further motivates to create good work,” he noted.

“When truly great work happens, and it isn’t yours, the gut instinct is to hate it with a passion”, said Hegarty. “I remember the moment one of our account people came to me and said, ‘John, I think you’d better have a look at this,”—it was the first ad for Old Spice. “You know something’s great when you really really f***ing hate it. I hated it. I stood up, looked at this ad and thought, ‘Who did that? Is it W+K? SHIT! OhSHIT!’.” Then Hegarty recalled running out of the office and yelling for the latest scripts for Axe, their agency’s rival brand to Old Spice. “We had to do better! The better they do! The better we do! Great creativity drives each other, two people run a race faster than alone.” The Old Spice ads were a prime example of great writing, he concluded.

“I had the same hateful reaction when the Xbox ‘Life’s too Short’ spot came out,” admitted Wieden.

Like the Levi’s laundry ad, the Xbox commercial was entirely done without script, noted Wieden. “It was the craft of the spot that pulled it completely into superspace.” Commercials like these are only possible when clients are brave, said Hegarty. “You can imagine us presenting this to Xbox, ‘She’s got her legs like this… and…’ The client rejected it, but we got it posted online and it went viral—never give up, keep pushing.”

The two agencies have even ‘swapped’ clients. BBH resigned Nike which went to W+K and BBH won Guardian off W+K. The result of the change was the Levi’s Go Forth ad and Guardian’s Gold Lion-winning “Three Little Pigs commercial. “I’m pleased that Levi’s went to you and not the agency before us, which I cannot name, but they produced unutterable crap,” chuckled Hegarty. “W+K, however, told Levi’s story in a powerful and compelling way.”

Taking the example of the commercial for the UK-based newspaper, The Guardian, Sir Hegarty said, “It is all about the art of storytelling and we should master how to tell the simplest of the stories in the most interesting way.”

Asked how the industry should evolve and improve, both men, not surprisingly, said it’s all about the quality of the work. “Make the bloody work better,” Hegarty said. “I keep going on about it. We must be the only industry in the world that actually thinks you can succeed when the work’s getting worse. There’s empirical evidence in the U.K. that our audience believes the advertising has gotten worse. … Obviously, Cannes is about this question. But what are we doing about it? How are we working to make the work better?”

It needs to be honest, too,” said Wieden. “There’s so much strategy sometimes, and all this bullshit. What is the emotional essence of this issue right now? And clients, I think, sometimes have to look at themselves in the mirror and say, ‘Who have we become? How do we get back to where we used to be?’ “


Cannes Alternative Grand Prix (2001/2011)

Grand Prix 2001 – FOX Regional Sports (Turkey/China/Russia/India)

A Turkish sports reporter is at a cliff-diving tournament. A diver jumps off a steep cliff, goes into a ‘swan dive’ and lands on dirt. Turkish peasants clap politely. Super: Sports news from the only region you care about. Yours. Fox Sports Net.

A Chinese sports reporter is showing highlights of a ‘tree catching’ competition. We see two lumberjacks chop down a giant 200-ft tree for an athlete to catch. He is not successful. Super: Sports news from the only region you care about. Yours. Fox Sports Net.

A Russian sports reporter is covering a ‘slapping contest’ in a smokey, seedy bunker. Two large men take turns slapping each other in the face. Suddenly, an impressive slap causes the drunken crowd to erupt. Super: Sports news from the only region you care about. Yours. Fox Sports Net.

The host of a Mumbai sports show is interviewing the National Clubbing Champion. Two blindfolded men chase each other with clubs in front of a large crowd. They swing wildly at each other … but miss. Then one loses his bearings and starts pounding a gentleman in the crowd. Super: Sports news from the only region you care about. Yours. Fox Sports Net.

Advertising Agency: Cliff Freeman and Partners, USA
Creative Director: Eric Silver
Copywriter: Dan Morales
Art Director: Rossana Bardales
Production Company: Partizan NY
Director: Traktor

Alternative Grand Prix – John West (Bear)

At a river, a man fights a bear for a salmon. Voiceover: John West endure the worst to bring you the best. Super: John West Red Salmon.

Advertising Agency: Leo Burnett UK
Creative Director: Mark Tutssel
Copywriter: Paul Silburn
Art Director: Paul Silburn
Production Company: Spectre UK
Director: Daniel Kleinman

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Grand Prix 2002 – Nike (Tag)

A young man is tagged in an elaborate game, involving the entire city. He races off to tag someone else, and they elude him to the very end.

Advertising Agency: Wieden + Kennedy, USA
Creative Director: Dan Wieden, Hal Curtis, Jim Riswold
Art Director: Monica Taylor, Andy Fackrell
Director: Frank Budgen

Alternative Grand Prix – Levis (Odyssey)

A man and a woman hurtle through a string of solid walls. They crash out of the building, land on a tree, and run up it into the night sky.

Advertising Agency: BBH, UK
Creative Director: Stephen Butler
Art Director: Gavin Lester
Production Company: Academy, UK
Director: Jonathan Glazer

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Grand Prix 2003 – IKEA (Lamp)

An old lamp is thrown out to make way for a new one from Ikea.

Advertising Agency: Crispin Porter + Bogusky, USA
Creative Director: Alex Bogusky, Paul Keister
Art Director: Mark Taylor, Steve Mapp
Copywriter: Ari Merkin
Production Company: MJZ, Los Angeles
Director: Spike Jonze

Alternative Grand Prix – Honda (Cog)

Cog is a two-minute chain reaction using only parts from a Honda Accord. Each car part cleverly triggers off the next, showing the beauty and precision of the pieces, and the ingenuity of the engineers who built it, prompting the V/O to comment “Isn’t it nice when things just work?”.

Advertising Agency: Weiden + Kennedy, London
Creative Director: Tony Davidson, Kim Papworth
Art Director: Matt Gooden
Copywriter: Ben Walker
Production Company: Partizan, London
Director: Antoine Bardou-Jacquet

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Grand Prix 2004 – Playstation 2 (Mountain)

Hundreds of thousands of people are forming a human mountain higher than any of the other buildings in the city. At it’s zenith a variety of people enjoy a moment of exhilaration before others scramble over them and take their place.

Advertising Agency: TBWA/London
Creative Director: Trevor Beattie
Art Director: Tony McTear
Copywriter: Paula Marcantonio, Tony McTear
Production Company: Gorgeous Enterprises, UK
Director: Frank Budgen

Alternative Grand Prix – Lynx 24-7 (Getting Dressed)

A man and woman wake up in bed. They start getting dressed. We soon discover that their clothes are scattered right across the city. The last shoe sits by two opposite-facing shopping trolleys in a supermarket. The couple met there only hours ago. The man was wearing Lynx 24/7 bodyspray.

Advertising Agency: BBH, UK
Creative Director: Rosie Arnold
Art Director: Nick Gill
Copywriter: Nick Gill
Production Company: Small Family Business, UK
Director: Ringan Ledwidge

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Grand Prix 2005 – Honda (Grrr)

Can hate be a good thing? Honda ‘Grrr’ sets out to prove just that. A tranquil world is invaded by flying, dirty old Diesel engines. However, the population get angry and even, using their hate for the better, destroying every last one. Finally, they herald the brand new Honda Diesel.

Advertising Agency: Weiden + Kennedy, London
Creative Director: Tony Davidson, Kim Papworth, Chris O’reilly
Art Director: Sean Thompson, Michael Russoff, Richard Russell
Copywriter: Sean Thompson, Michael Russoff, Richard Russell
Production Company: Nexus Production, London
Director: Adam Foulkes, Alan Smith

Alternative Grand Prix – Adidas (Hello Tomorrow)

Adidas 1 is the first shoe with a computer. “Hello Tomorrow” demonstrates that with every step these magical shoes can create an entirely new world out of nothing. It is a story of rebirth and
taking your first steps – again.

Advertising Agency: TBWA/Chiat/Day, San Francisco
Creative Director: Lee Clow, Chuck McBride, Joe Kayser
Art Director: Joe Kayser
Copywriter: Chuck McBride
Production Company: MJZ, Los Angeles
Director: Spike Jonze

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Grand Prix 2006 – Guinness (Noitulove)

Three young men at a bar drink Guinness. Suddenly the action pauses and the film starts to play in reverse. The men walk backwards out of the bar. As they walk they seamlessly go back down the evolutionary chain through hundreds, thousands, millions of years. Super: GUINNESS. Good things come to those who wait.

Advertising Agency: Abbott, Mead, Vickers, BBDO, UK
Creative Director: Paul Brazier
Art Director: Matt Doman
Copywriter: Ian Heartfield
Production Company: Kleinman Productions, London
Director: Danny Kleinman

Alternative Grand Prix – Sony (Balls)

Dropping 250,000 brightly coloured bouncy balls down the streets of San Francisco for real = colour like no other.

Advertising Agency: Fallon London
Creative Director: Richard Flintman
Art Director: Juan Cabral
Copywriter: Juan Cabral
Production Company: MJZ, London
Director: Nicolai Fuglsig

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Grand Prix 2007 – Dove (Evolution)

We created a film that exposed the manipulation of the female image in the media. The objective was to encourage discussion around the subject of real beauty and lead people to the campaignforrealbeauty website.”

Advertising Agency: Ogilvy & Mother Toronto
Creative Director: Janet Kestin, Nancy Vonk
Art Director: Tim Piper, Mike Kirkland
Copywriter: Tim Piper
Production Company: Reginald Pike, Toronto
Director: Yael Staav, Tim Piper

Alternative Grand Prix – Epuron (Power of Wind)

Wind has a strong nature. Better keep him busy…

Advertising Agency: Nordpol + Hamburg, Germany
Creative Director: Lars Ruehmann
Art Director: Bjoern Ruehmann, Joakim Reveman
Copywriter: Matthew Branning
Production Company: Paranoid Projects, USA
Director: The Vikings

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Grand Prix 2008 – Cadbury (Gorilla)/Microsoft (Halo 3 Campaign)

We hear ‘In the air tonight’ by Phil Collins as we realize we’re in front of a calm looking gorilla. ‘I’ve been waiting for this moment for all of my life…’ The ape stretches its neck like a heavyweight boxer would do before a fight. He’s sitting in front of a massive drum kit as the best drum fill of the history of rock is coming. The Gorilla knows this. He smashes the drums phenomenally – feeling every beat. The camera leaves the ape and his drum. United, the way they are meant to be.

Advertising Agency: Fallon London
Creative Director: Richard Flinthan, Juan Cabral
Art Director: Juan Cabral
Copywriter: Juan Cabral
Production Company: Blink, London
Director: Juan Cabral

On-line, the Halo 3 website served as a virtual museum, providing an interactive fly through of the entire John 117 monument and putting visitors right in the middle of the fight. They could also learn more about our enemies and hear first hand stories from the men who were there. For that we filmed interviews with surviving veterans of the battle who served with Master Chief. They talked about their experiences and spoke with reverence and awe about what it was like to serve with mankind’s greatest hero.

Advertising Agency: T.A.G. San Francisco/McCann Worldgroup
Creative Director: Geoff Edwars, Scott Duchon
Art Director: Ben Wolan
Copywriter: Rich Herrera
Production Company: Go Film, Hollywood/RSA Films Los Angeles
Director: Simon McQuoid, Rupert Sanders, Neil Blomkamp

Alternative Grand Prix – Nike (Next Level)

“Next Level” is new take on Football from Nike. Made to inspire football obsessed teens, the film is a first-person journey up the football ranks–from being discovered by Arsenal in a youth match to a life-defining moment playing for our national side. Along the way we experience success (finishing a cross from Cesc Fabregas) as well as frustration (getting burned by Ronaldinho). The film celebrates playing the game with purpose and passion. It shows what it takes to become a modern, brilliant fofotballer – to take your game to the next level.

Advertising Agency: 72 And Sunny, USA
Creative Director: Glen Cole, John Boiler, Bryan Rowles, Jason Norcross
Production Company: Anonymous Content, USA
Director: Guy Ritchie

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Grand Prix 2009 – Philips (Carousel)

Philips set out to own the idea of a cinematic viewing experience at home. From the start the strategy was to create a film that movie lovers would want to see.

The film is hosted within a site that, through interaction, educates the audience about the three main features of Philips televisions – Ambilight, Cinema 21:9 and Picture Quality – and ties these features to the act of film making. So, what would movie lovers want to see? We decided on a seamless tracking shot, one long take that a film loving audience could marvel at and be fascinated by. Within the ‘housing’ of a tracking shot we inserted behind the scenes glimpses where the experts could talk about their craft and the decisions they made whilst filming the shot. The DOP on lighting, the Director on the 21:9 format and VFX supervisor shows why picture quality is so important. To allow for more interaction, we decided that a frozen time film, shot using a state of the art motion control rig, would give the audience control upon interaction allowing them to literally move the camera back and forth frame by frame. This is done intuitively through a ‘grabbing hand’ cursor when the screen is moused over.

What makes this interaction really special is the interactive cinematic score. The score, composed by Michael Fakesch, was composed as a linear piece, but was then handed over to a flash music developer to carve up and distort as the user moved back and forth through time, frame by frame – all designed to pull the audience in and hold them there longer whilst they try to unravel the mystery of how the film was made.

The second main element of interaction is the way the audience is able to trigger the three behind-the-scenes educational scenes from the film’s timeline. When the user clicks on the timeline, they reveal films within the film. The timeline unfolds and expands, the post production disappears, each expert walks in and the rigging reappears revealing that all along the actors were simply holding their position whilst a state of the art motion rig captured them in frozen time. All this was designed to be as seamless as possible with maximum visual reward ensuring the audience clicked all three of the hotspots.

In addition to the interaction within the film, the ratio of the film itself could be changed at anytime through first person interaction. This simple, but effective comparison tool really did get across the spectacle of the new Philips 21:9 TV. The other elegantly simple piece of interaction is Ambilight on and off, in the words of the DOP – “you really miss it when it’s not there.”  A final point worth noting is the dynamic title sequence. Instead of a traditional loader, we crafted a title sequence correspond to the speed of the users internet connection. The slower the connection, the longer the sequence.

Advertising Agency: Tribal DDB Amsterdam
Creative Director: Michael Fakesch, Chris Baylis, Andrew Ferguson
Art Director: Mariota Essery, Maximilliano Chanan
Copywriter: Carla Madden
Production Company: Stink Digital, London
Director: Adam Berg

Alternative Grand Prix – T-Mobile (Dance)

On 15th January at 11am, a single commuter started dancing in the middle of a train station. The dance grew as more dancers joined in, until there were over 300 people perfectly choreographed. The excitement caused hundred’s of genuine unsuspecting members of the public to join in and share the moment.

Advertising Agency: Saatchi & Saatchi, London
Creative Director: Paul Silburn, Kate Stanners
Art Director: Rick Dodds
Copywriter: Stephen Howell
Production Company: Partizan, London
Director: Michael Gracey

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Grand Prix 2010 – Old Spice (The Men Your Man Could Smell Like)

This TV commercial was created to appeal to men as well as women, showing them both how great a man can smell when they use Old Spice Body Wash.

Advertising Agency: Wieden + Kennedy, Portland
Creative Director: Mark Fitzloff, Susan Hoffman
Art Director: Craig Allen, Eric Kallman
Copywriter: Craig Allen, Eric Kallmacanal
Production Company: MJZ, Los Angeles
Director: Tom Kuntz

Alternative Grand Prix – Canal + (Closet)

Canal+ launched its new ‘Original Creativity’ campaign in September 2009. The objective highlight to Canal+’s showcase of original programming, consisting of series, documentaries and fictions, created exclusively by and for Canal+, scripted by prestigious writers such as Olivier Marchal and Jean- Hugues Anglade. To launch this new campaign, we produced THE CLOSET. The film unites quality, humour, originality and a touch of impertinence inherent to the brand’s communications: ‘Never underestimate the power of a great story”

Advertising Agency: BETC EURO RSCG, Paris
Creative Director: Stephane Xiberras
Art Director: Eric Astorgue
Copywriter: Jean Christophe Royer
Production Soixan7e Quin5e, Paris
Director: Matthijs van Heijningen

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Grand Prix 2011 – Nike (Write the Future)

Every four years, the keys to football heaven are dangled in front of the international elite. One goal, one pass, one game saving tackle can be the difference between fame and forgotten. What happens on the pitch in that split second has a ripple effect that goes beyond the match and the tournament.
‘Write the Future’ was a messaging platform that allowed Nike to show how football creates this ripple effect. It allowed us to give a glimpse into the future to see what the players were really playing for, in their own lives and the lives of those that follow them. Our goal was to weave the brand into the conversations around this major tournament in a way that celebrated the participating teams and athletes and engaged football fans around the world.

Advertising Agency: Wieden + Kennedy, Amsterdam
Creative Director: Jeff Kling, Mark Bernath, Eric Quennoy
Art Director: Stuart Harkness, Freddie Powell
Copywriter: Stuart Harkness, Freddie Powell
Production Company: Independent Films, London
Director: Alejandro Gonzales Inarritu

Alternative Grand Prix – Volkswagen (The Force)/Crysler (Born of Fire)

For the all-new 2012 Passat , Volkswagen brings Star Wars™ to one of TV’s most talked about events. Accompanied by John Williams’ iconic “The Imperial March,” the spot features the most infamous villain in the galaxy, a pint-sized Darth Vader who uses the Force when he discovers the all-new 2012 Passat in the driveway. The two iconic brands leverage humor and the unforgettable Star Wars score to create an emotional spot and make Super Bowl ad history.

Advertising Agency: Deutsch, Los Angeles
Creative Director: Eric Springer, Michael Kadin
Art Director: Ryan Mclaughlin, Craig Melchiano
Copywriter: David Povill
Production Park Pictures, Santa Monica
Director: Lance Acord

Of the big three American car companies, Chrysler was in the most danger of failing. Had there not been a last-minute vote of confidence from the U.S. Government, they would not exist. This was public knowledge, debated throughout the country—should we have loaned Chrysler the money?  When it came time to introduce a new product, we had a car to sell and also had to win back America’s confidence. To do this, we took the unlikely position of embracing Chrysler’s Detroit heritage when every other American car company was distancing themselves from the city.  We created a 2-minute homage to Detroit, a city primed for a comeback, and ran the spot only once, on Super Bowl Sunday.

Advertising Agency: Weiden + Kennedy Portland
Creative Director: Mark Fitzloff, Susan Hoffman, Aaron Allen
Art Director: Jim Lasser
Copywriter: Mark Fitzloff, Joe Staples, Kevin Jones, Greg Rutter, Dan Kroeger
Production: Serial Pictures, Culver City
Director: Samuel Bayer


Cannes Lions: Italian Advertising That Really Works (2001/2011)

MTV (Death Penalty Message) – MISTAKE


Advertising Agency: Saatchi & Saatchi, Milan
Creative Director: Agostino Toscana
Copywriter: Guido Cornara
Art Director: Agostino Toscana
Production Company: BRW Production
Director: Agostino Toscana
Year: 2001
Silver Lion

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FIAT (Seize the moment) – THE ARGUMENT/CHESS/AFTER HOURS

A man in his flat overhears a woman above arguing with her boyfriend on the phone. He goes up to find out if she’s single now. Super: Seize the moment.
We see two men playing chess in front of an audience. At check, a mobile rings, distracting everyone. The other player eats a piece. Super: Seize the moment.
An employee catches his boss having sex with a woman on his office floor. He takes the opportunity to ask for a payrise. Super: Seize the moment.
Advertising Agency: Leo Burnett, Milan
Creative Director: Enrico Dorizza/Mauro Manieri
Copywriter: Mauro Manieri
Art Director: Alessandro antonini
Production Company: Mercurio Cinematografica
Director: Magnis Wikmann
Year: 2002
Bronze Lion for the campaign

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Rexona Deodorant – BLIND

A girl waits for a bus. A blind man approaches and, from her smell, he mistakes her for the rubbish bin.
Advertising Agency: Lowe Pirella
Creative Director: Aldo Cernuto/Roberto Pizzigoni
Copywriter: Piero Lo Faro
Art Director: Piero Lo Faro
Production Company: Filmaster
Director: Piero Lo Faro
Year: 2002
Bronze Lion

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The Face Post Production Company – NEED A POST FACILITY?

A young man, trying to run through a wall, crashes into it and falls down dead. Click here for the commercial
 Advertising Agency: Fagan Reggio Del Bravo
Copywriter: Emanuele Madeddu
Art Director: Patrizio Marini
Production Company: Mercurio Cinematografica
Director: Gigi Piola
Year: 2002
Bronze Lion

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GameBoy Advance – CLASSROOM

Those who exceed 96 levels of difficulty on the new gameboy are worthy of our respect. Click here for the commercial
Advertising Agency: Leo Burnett, Milan

Creative Director: Enrico Dorizza/Sergio Rodriguez
Copywriter: Paolo Lentini
Art Director: Cristina Baccelli
Production Company: The Family
Director: Lee Donaldson
Year: 2003
Bronze Lion

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Volkswagen Golf – REFLECTIONS


A Golf is parked in car park. As cars pass they are reflected in its gleaming exterior. Whilst the Golf stays in the car park year after year other models and makes seem to come and go. Click here for the commercial
Advertising Agency: DDB, Milan
Creative Director: Enrico Bonomini/Giuseppe Mastromatteo/Stefano Tumiatti
Copywriter: Enrico Bonomini/Stefano Tumiatti
Art Director: Giuseppe Mastromatteo
Production Company: The Family
Director: Federico Brugia
Year: 2003
Shortlist

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Peugeot 206 – THE SCULPTOR

A young Indian runs his old car into a wall. After bashing the bodywork out of shape using every means available, including an elephant, he’s not satisfied and starts to hammer away at the details with a certain panache. We think he is destoying his car, but he’s “sculpting” it.
Advertising Agency: Euro RSCG, Milan
Creative Director: Giovanni Porro/Roberto Greco
Copywriter: Roberto Greco
Art Director: Giovanni Porro
Production Company: Bandits, France
Director: Matthijs Van Heijningen
Year: 2003
Gold Lion

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BMW Adaptive Headlights – LIGHT


Headline: BMW introduce adaptive headlights. Light reaches places it never did before

Advertising Agency: D’Adda, Lorenzini, Vigorelli, BBDO
Creative Director: Giovanni Porro/Stefano Campora
Copywriter: Vicky Gitto
Art Director: Stefano Rosselli
Photograspher: Darren Rees
Year: 2003
Shortlist

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Game Boy Advance – FOOTPRINTS/LIGHT SWITCH/ELEVATOR


Advertising Agency: Leo Burnett
Creative Director: Sergio Rodriguez/Enrico Dorizza
Copywriter: Paolo Guglielmoni
Art Director: Edoardo Aliata
Photographer: Riccardo Bagnoli
Year: 2003
Shortlist

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Mondadori – SEVENTY YEARS OF SOLITUDE


Advertising Agency: Saatchi & Saatchi, Milan
Creative Director: Guido Cornara/Agostino Toscana
Copywriter: Giuseppe Mazza
Art Director: Alessandro Stenco
Photographer: Enzo Monzino
Year: 2003
Shortlist

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Volkswagen for safety – TIES


Advertising Agency: DDB, Milan
Creative Director: Enrico Bonomini/Giuseppe Mastromatteo
Copywriter: Luca Fontana
Art Director: Giovanni Policastro
Photographer: Fulvio Bonavia
Year: 2003
Shortlist

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Harrison – SLIP/SHOE

Advertising Agency: Alkatraz, Milan
Creative Director: Vicky Gitto/Stefano Rosselli
Copywriter: Vicky Gitto
Art Director: Stefano Rosselli
Photographer: Fulvio Bonavia
Year: 2003
Shortlist

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Dialogo nel buio Exibition – CASH DISPENSER/INTERPHONE/MANHOLE COVER


Headline: Don’t trust your eyes. Dialogue in the dark. A journey where your guide is visually impaired.

Advertising Agency: Red Cell, Milan
Creative Director: Pino Rozzi/Roberto Battaglia
Copywriter: Pino Rozzi/Filippo Rizzo
Art Director: Roberto Battaglia/Peppe Cirillo
Photographer: Luca Perazzoli
Year: 2003
Shortlist

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Heineken – DOG

In a bar a dog starts licking the beer poured by a Heineken bottle accidentally knocked over. A man puts the lead on the dog. It’s a blind person. The dog guides his lurching owner. People who drink and drive are dangerous, for other people too. Think about it.
Advertising Agency: JWT, Milan
Creative Director: Pietro Maestri
Copywriter: Bruno Bertelli
Art Director: Cristiana Boccasini
Production Company: Filmaster, Milan
Director: Dave Merhar
Year: 2004
Bronze Lion

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Durex Condoms – SWIMMING POOL/ELEVATOR/SNOW

Durex performa puts your orgasm on hold. This is why we see different men having orgasms in the most unexpected moments of the day: even at the swimming pool
A young man climaxes while stuck in a elevator.
A man appears to have an orgasm whilst shovelling snow and look around, embarrassed. Duret Performs-delay your climax.
Advertising Agency: McCann Erikson, Milan
Creative Director: Federica Ariagno/Giorgio Natale
Copywriter: Francesca Pagliarini
Art Director: Gaetano Del Pizzo
Production Company: Filmaster, Milan/Mercurio Cinematografica
Director: Bosi&Sironi/Dario Piana
Year: 2004
Bronze Lion for the campaign

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 Trony – THE HOLE

In his flat a boy proudly shows to some friends his new flat-screen TV. However, when a girl asks for the toilet, he denies. As the girl leaves, we discover the trick: the TV is actually stuck in a big hole in the wall, which communicates with the toilet!
Advertising Agency: INAdv, Milan
Creative Director: Anna Montefusco
Copywriter: Massimo Ambrosini
Art Director: Francesco Crespi
Production Company: Central Groucho
Director: Matteo Pellegrini
Year: 2004
Shortlist

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Brunch Film Festival – LITTLE GUY

Click here for the commercial
Advertising Agency: Publicis, Milan
Creative Director: Alisdhair MacGregor
Production Company: Filmaster, Milan
Director: Dario Piana
Year: 2004
Shortlist

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SKY Sport – SKY SOCCER

An unusual perspective on soccer. Some famous soccer players take care of their supporters. This pay off follows: “If you love soccer, soccer loves you”.
Advertising Agency: Red Cell, Milan
Creative Director:Pino Rozzi/Roberto Battaglia
Copywriter: Riccardo Chadwick
Art Director: Peppe Cirillo
Production Company: (h)Film
Director: Joe Public
Year: 2004
Shortlist

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SKY Sport – INZAGHI

Advertising Agency: Red Cell, Milan
Creative Director: Pino Rozzi/Roberto Battaglia
Copywriter: Riccardo Chadwick
Art Director: Peppe Cirillo
Photographer: Jouk Oosterhof
Year: 2004
Shortlist

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SKY Movie – CHOCOLATE BAR/PIZZA/BEER CAN/BABY


Advertising Agency: Red Cell, Milan
Creative Director:Pino Rozzi/Roberto Battaglia
Copywriter: Stefania Siani
Art Director: Federico Pepe
Photographer: Pierpaolo Ferrari
Year: 2004
Shortlist

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Downtown Gym Club – YELLOW SWIMSUIT/GREEN DRESS/BLUE LINGERIE

Advertising Agency: Red Cell, Milan

Creative Director: Pino Rozzi/Roberto Battaglia
Copywriter: Pino Rozzi
Art Director: Roberto Battaglia
Photographer: Pierpaolo Ferrari
Year: 2004
Shortlist

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E-Dentical.com – KEYTOOTH


Advertising Agency: Red Cell, Milan
Creative Director: Pino Rozzi/Roberto Battaglia
Copywriter: Laura Cattaneo
Art Director: Giorgio Cignoni
Photographer: Max/Douglas
Year: 2004
Shortlist

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Hair Stylist Academy – DOR MAT

Advertising Agency: Young & Rubicam, Milan
Creative Director: Aldo Cernuto/Roberto Pizzigoni
Copywriter: Marco Cremona
Art Director: Alessandra Carù
Photographer: Oriani/Origone/Studio Ros
Year: 2004
Shortlist

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MTV Brand:new – IVANO GASGAS

An absurd theatre in which everybody can declare his own authenticity. A man sucks on a helium balloon & sings ‘Baby, one more time’.
Advertising Agency: This is a Thing!, Milan
Creative Director:Pino Rozzi/Roberto Battaglia
Copywriter: Stefania Siani
Art Director: Federico Pepe
Production Company: (h)Film
Director: Maci
Year: 2004
Shortlist

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Enel – PLUG

The main idea of the campaign is to explain that energy is not that simple to get as one could imagine. It is infact made through the fruit of men, investments, research and new technologies. To show this various people power electrical goods in strange places, through stone, metal, sand, etc.
Advertising Agency: Saatchi & Saatchi
Creative Director: Luca Albanese/Francesco Taddeucci
Copywriter: Francesco Taddeucci
Art Director: Luca Albanese
Production Company: The Family, Milan
Director: Paul Arden
Year: 2004
Shortlist

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Nissan 350 z – KERBS


Advertising Agency: TBWA/Italia
Creative Director: Fabrizio Russo
Copywriter: Alessio Riggi
Art Director: Geo Ceccarelli
Photographer: Tiamat/Virgilio Favale
Year: 2004
Shortlist

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Telecom Italia – GANDHI

In the late 30s, we see Gandhi giving a speech in front of a modern webcam.
Through the various telecommunication devices, the whole world listens to the message of love.
A writing appears: ‘Imagine the world today if he could have communicated like this.’ Then the logo ‘Telecom Italia’ appears.
Advertising Agency: Young & Rubicam, Milan
Creative Director: Aldo Cernuto/Roberto Pizzigoni
Copywriter: Marco Cremona
Art Director: Isabella Bernardi
Production Company:Colorado Film, Milan
Director: Spike Lee
Year: 2005
Bronze Lion

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Forum Crisalide, Bulimia Prevention – REVERSE

A girl seems to be eating. In fact the scene is shot in reverse, food is coming out of her mouth. It is a metaphor of bulimia. Talking about it is the only way to make things go in the right direction.

Advertising Agency: Leo Burnett, Milan
Creative Director: Sergio Rodriguez/Enrico Dorizza
Copywriter: Francesco Bozza
Art Director: Alessandro Antonini
Production Company: Mother Film Company
Director: Alessandra Pescetta
Year: 2005
Bronze Lion

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Ottica Bergomi – NEVER TO LATE


A young lady who realises when she’s 30 that she has been adopted. Click here for the commercial

Advertising Agency: Internal Agency
Copywriter: Sergio Spaccavento
Art Director: Sergio Spaccavento
Production Company: NEW WAYS Milan
Director: Matteo Pellegrini
Year: 2005
Shortlist

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IKEA – WATCH YOUR STEP


A man enters a dark room; when the door closes frame and theatre go black. We follow the noises of the man painfully banging into several objects. On every hit appears a super with name and price of an IKEA bedroom item. His wife went shopping at IKEA.
Click here for the Commercial

Advertising Agency: Publicis, Milan
Creative Director: Alasdhair MacGregor-Hastie
Associate Creative Director: Piero Bagolini/Silvano Cattaneo
Copywriter: Marco Venturelli
Art Director: Fabrizio Tamagni
Production Company: Harold & Motion, Milan
Year: 2005
Shortlist

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Playstation/Tif 2004 – GENERAL PROTEST/THERAPY



With This is Football 2004 on line all has changed…

Advertising Agency: TBWA/Italia
Creative Director: Fabrizio Russo
Copywriter: Andrea Fogar
Art Director: Geo Ceccarelli
Production Company: Mercurio, Milan
Director: Paolo Monico
Year: 2005
Shortlist

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Henkel – BULL/PANTHER/MONKEY

Advertising Agency: D’Adda, Lorenzini, Vigorelli, BBDO
Creative Director: Giuseppe Mastromatteo/Luca Scotto di Carlo
Copywriter: Giovanni Chiarelli
Art Director: Serena Di Bruno
Photographer: Fulvio Bonavia
Year: 2005
Shortlist

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Nissan Micra – TARPAULIN

Advertising Agency: TBWA/Italia
Creative Director: Fabrizio Russo
Copywriter: Alessio Riggi
Art Director: Fabrizio Caperna
Photographer: Larry Russo
Year: 2005
Shortlist

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Intrecci Hairdressers – PRAYING/SISTER IN WHITE

Advertising Agency: Red Cell
Creative Director: Pino Rozzi/Roberto Battaglia
Copywriter: Stefania Siani
Art Director: Federico Pepe
Photographer: Pierpaolo Ferrari
Year: 2005
Shortlist

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Zoogami – BRAND DESIGN

Zoogami was born in 2003 as a inspired by story that mixes western and eastern culture. The main objective of this project is to build a strong brand, thanks to artistic and intellectual values.  Zoogami was created as a Corporation that ironically, and realistically at the same time, grows into different branches, in which single projects are developing already or will develop into the different market sectors.
The first job is the record realized in Spain with Caesar and the authors of Cafè Del Mar . The second project is the superior quality beer.
The third project is for a branded clothing collection, composed by12 sophisticated items.

Click here for the project

Advertising Agency: Fishouse
Creative Director: Alessandro Orlandi
Designer: Alessandro Orlandi
Art Director: Ciriano Zanon
Year: 2005
Cyber Lion: Shortlist

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Resident Evil 2  – APOCALYPSE


Website created for the Italian launch of the movie “Resident Evil 2″.

Click here for the project

Advertising Agency: Saatchi & Saatchi, Rome
Creative Director: Paola Inzolia
Copywriter: Massimo Caiati
Art Director: Stefano Pedretti
Year: 2005
Cyber Lion: Shortlist

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Lavazza Coffea – CALENDAR 2005



The subject is the circus seen through Olaf’s eyes. A world that realises unique images of Espresso: the main character, as always, of Lavazza calendars.
This theme gave us the chance to experiment with unusual effects: a tiger walking on a white page expands the dreamy idea and invites the user to discover new emotions, from glamour to creativity. Colours, together with the navigation system, give a personal and playful rhythm. Finally the tiger gave its magnetic personality to the site.
Not only for artists: glamour and fashion lovers, trend maniacs who pay attention to the world we live in.

Advertising Agency: Testaweb, Turin
Creative Director: German Silva/Marco Faccio
Copywriter: Marina Leonardini/Daniele Bona
Art Director: Raffaella Di Gesù/Heitz Mendibil
Designer: Andrea Lantelme
Year: 2005
Cyber Lion: Shortlist

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Ariston Aqualtis – UNDERWATER WORLD


An entire ocean of laundry finds space in the new Aqualtis washing machine. Winner at Cannes, Clio, D&D and now on permanent display in the Louvre Paris as an example of modern art in advertising.

Advertising Agency: Leo Burnett, Milan
Creative Director: Enrico Dorizza/Sergio Rodriguez
Copywriter: Francesco Simonetti
Art Director: Antonio Cortesi
Production Company: Filmaster, Milan
Director: Dario Piana
Year: 2006
Gold Lion

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Halls Extra Strong – VAPOURS


A man is inhaling vapours for all he’s worth but we discover at the end that he wasn’t using the classic balsamic essences.

Advertising Agency: JWT, Milan
Creative Director: Pietro Maestri/Alberto Citerio
Copywriter: Giovanni Salvaggio
Art Director: Stefano Fantini
Production Company: Moviefarm, Milan
Director: Gaetano Vaudo
Year: 2006
Bronze Lion

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Reactine Allergy Relief – SAVANA


The cheetah is the fastest animal in the savannah. This time, however, he’s chased by an hippo, that surprisingly is running faster than him. This is a metaphor of Reactine: Surprisingly fast. Against Allergy. Click here for the Commercial

Advertising Agency: JWT, Rome
Creative Director: Pietro Maestri/Paolo Ronchi
Copywriter: Alfredo Ruggieri
Art Director: Pierfranco Fedele
Production Company: Mercurio SPQR
Year: 2006
Bronze Lion

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Halls Original – RADIO


We hear a radio that’s suffering from interference. A man moves the aerial to centre the frequency better. When we finally hear a clear voice from the radio, we realize that what he was moving wasn’t an aerial.

Advertising Agency: JWT, Milan
Creative Director: Pietro Maestri/Alberto Citerio
Copywriter: Giovanni Salvaggio
Art Director: Stefano Fantini
Production Company: Moviefarm, Milan
Director: Gaetano Vaudo
Year: 2006
Shortlist

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Illy Caffè – SEEING BEAUTY


What is beauty? We only really notice it when we find ourselves up against it. We can see it and be spellbound. We can listen to it and the sound stays with us for ages. We can touch it and our hands memorize its outlines. And we can discover, as in this case, that it’s also got its own flavour: that of a perfect espresso. The taste of Illy.

Advertising Agency: JWT, Milan
Creative Director: Pietro Maestri/Alex Brunori
Copywriter: Alex Brunori
Art Director: Fabio Anzani
Production Company: BRW & Partners, Milan
Director: Matthias Zentner
Year: 2006
Shortlist

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Arena Swimwear – TORPEDO


Inside an aircraft, the crew is taken up with the navigation. Suddenly the radar plots a strange and apparently dangerous object in the water, getting closer and closer to the ship. Panic among the people, before the impact. However, we see that the object isn’t a torpedo as it seemed, but a swimmer, who’s approaching the craft. He hits it, using the shipboard as it was a swimming pool one. The special swimmer is The Olympic champion Massimiliano Rosolino, wearing the Arena “Powerskin Extreme” high competition swimsuit.

Advertising Agency: Lowe Pirella
Creative Director: Umberto Casagrande/Maurizio Maresca
Copywriter: Maurizio Maresca
Art Director: Umberto Casagrande
Production Company: Filmaster, Milan
Director: Dario Piana
Year: 2006
Shortlist

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Peugeot 206 – WORLD FAN CLUB


Peugeot 206 has mythical status – you’d do anything to have one.

Advertising Agency: Euro RSCG, Milan
Creative Director: Roberto Greco
Copywriter: Marco Geranzani
Art Director: Giordano Curreri
Production Company: Soixante Quinze, Paris
Director: Jonathan Herman
Year: 2006
Shortlist

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Sky Sport – KAKA’

The World Cup Germany is closer. Kaka prepare for it dancing in a traditional costumes…

Advertising Agency: 1881 United, Milan
Creative Director: Pino Rozzi/Roberto Battaglia
Production Company: (h)Films/Hungry Man, London
Director: Owen Harris
Year: 2006
Shortlist

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Mediaset Premium tv – GREAT CINEMA


There are several people: Different ages, dressed in their own clothes, they are all trying lines from a famous film….. the lines abviously, are not delivered as professional actors would say them. A Super appears: We all deserve to get into great cinema.

Advertising Agency: Saffirio, Tortelli, Vigoriti, Turin
Creative Director: Aurelio Tortelli
Copywriter: Michela Grasso
Art Director: Daniele Ricci
Production Company: Movie Magic International, Milan
Director: Angel Gracia
Year: 2006
Shortlist

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Reale Mutua Insurance – CIRCUS


Members of a circus describe how they were saved by an insurance man.

Advertising Agency: Saffirio, Tortelli, Vigoriti, Turin
Creative Director: Aurelio Tortelli
Copywriter: Michela Grasso
Art Director: Daniele Ricci
Production Company: The Family, Milan
Director: Carl Erick Rinsch
Year: 2006
Shortlist

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MINI (Eat Out Food Magazine) – PEPPER & SALT/TABLECLOTH/GRATER

Advertising Agency: D’Adda, Lorenzini, Vigorelli, BBDO
Creative Director: Giuseppe Mastromatteo, Luca Scotto Di Carlo
Copywriter: Federico Bonenti, Alessandra Bergamaschi
Art Director: Luca Zamboni, Luis Toniutti
Photographer: Piero Perfetto
Year: 2006
Shortlist

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MINI Cooper S – BULL

Advertising Agency: D’Adda, Lorenzini, Vigorelli, BBDO
Creative Director: Giuseppe Mastromatteo, Luca Scotto Di Carlo
Copywriter: Nicola Lampugnani, Lorenzo Crespi
Art Director: Anselmo Tumpic, Pier Giuseppe Gonni
Photographer: Piero Perfetto
Year: 2006
Shortlist

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MINI Cabrio – POINTS

Advertising Agency: D’Adda, Lorenzini, Vigorelli, BBDO
Creative Director: Giuseppe Mastromatteo, Luca Scotto Di Carlo
Copywriter: Nicola Lampugnani
Art Director: Anselmo Tumpic
Photographer: Piero Perfetto
Year: 2006
Shortlist

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MINI Cabrio – YO-YO

Advertising Agency: D’Adda, Lorenzini, Vigorelli, BBDO
Creative Director: Giuseppe Mastromatteo, Luca Scotto Di Carlo
Copywriter: Cristino Battista
Art Director: Dario Agnello
Photographer: Armando Rebatto
Year: 2006
Shortlist

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Nintendo DS – COMMUNION

Advertising Agency: Leo Burnett, Milan
Creative Director: Enrico Dorizza, Sergio Rodriguez
Copywriter: Paolo Guglielmoni
Art Director: Rosmary Collini Bosso
Photographer: Max&Douglas
Year: 2006
Shortlist

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Heineken (Anti Drink Driving Campaign) – TOILETTE/PUB

Advertising Agency: JWT, Milan
Creative Director: Pietro Maestri, Bruno Bertelli
Copywriter: Bruno Bertelli
Art Director: Cristiana Boccasini
Photographer: Giovanni Pirajno
Year: 2006
Shortlist

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Splinter Cell Chaos Theory – SAM FISHER

Brief
Once considered a pioneer in its genre, the Splinter Cell franchise has lost ground as its competition floods the market with look-alike games. With the release of a new game in the series, the goal is to recapture the attention of a target that sees little differentiation in the genre.

Media Strategy
Splinter Cell’s Sam Fisher, one of genre’s most renowned characters, was created with the help of real-life military experts with insight into the cold reality of the espionage. Knowing the care and precision that goes into these games, players keep coming back to “re-live” the special operations experience. The media strategy was entirely designed with a simple objective: bring suspense into gamers’ life via incognito missions utilising radio intrusions during the day and guerrilla activity during the night.

Idea
After a weekend with friends, the target was greeted with electrostatic stickers designed to look like bullet holes were attached to car windows parked in key hangout areas. A note next to it said: “Thank you!! My name is Sam Fisher. I took your car to run after terrorists. Unfortunately a bullet hit the car window. My contact is http://www.samfisher.it.” Radio spots the next morning revealed what was going on… Sam Fisher is back!

Results
The plan was created to surround the target throughout the week. Their favourite national radio DJs teased the execution during the week and revealed it on the weekend. The OOH execution engaged the target in common areas for weekend nightlife. The atmosphere surrounding the area added to the realism of the execution and effectively reached large groups of our target audience. The suspense created around the comeback of Sam Fisher and the Splinter Cell franchise propelled gamers’ intention to buy to the point that sales figures were reached 2 weeks in advance compared to client objectives.

Advertising Agency: Carat
Strategic Team: Stefano Spadini, Francesca Costanzo, Franca Melloni
Year: 2006
Shortlist

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Nike Italy – RUN 4 CESARE

Run the City is a global event organised to create awareness over running. Poor money, great objectives. The Rome project: Cesare was an overweight man to whip into shape and sign up to RUN ROME 05. Runners had to log on to run4cesare.com and let us know their workout. The longer they ran, the greater the possibility Cesare would get off his butt and run. Three webcams were set up in his house 24/7 and a troupe tailed him live on all his
training runs. RUN4CESARE: 40 days of live webcam coverage-20,975 web visits-1522 runners entered for the race.

Advertising Agency: Fagan Reggio Del Bravo, Rome
Creative Director: Patrizio Marini
Copywriter: Emanuele Madeddu
Art Director: Patrizio Marini, Manuel Musilli
Designer: Manuel Musilli
Year: 2006
Shortlist

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Casinò di Venezia – KEEP PLAYING

Venezia Marco Polo Airport. Baggages convey belts/carousel

Advertising Agency: ADMCOM, Bologna
Creative Director: Maurizio Cinti
Copywriter: Rebecca Rossi, Maurizio Cinti, Silva Fedrigo
Art Director: Andrea Ligi, Sergio Lelli
Year: 2007
Bronze Lion

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Arnold Worldwide Italy  – VOODOO KIT

Arnold Worldwide Italy opened a guerrilla marketing department called Arnold Guerrilla. We needed to advertise the service to marketing managers. To communicate that with Guerrilla Marketing everything is granted and to make something unique that could strike marketing managers. The Marketing Voodoo Kit made in single copies is an object that marketing managers would want to keep on their desk and show to their collegues. Coca Cola Italy and Nike Italy called us for an agency presentation. Grana Padano Cheese asked us to enter the pitch for Grana Padano Cheese and San Daniele Ham.

Advertising Agency: Arnold Worldwide Italy, Milan
Creative Director: Maurizio Maresca, Alessandro Sabini, Paolo Troilo
Copywriter: Alessandro Sabini
Art Director: Paolo Troilo
Year: 2007
Bronze Lion

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Vodafone – TOTTI & GATTUSO (WE ARE FAMILY)

Vodafone is a big family (all its subscribers). We have 2 testimonials that are a part of this family. They are so many people that make the queue for everything they do.
Advertising Agency: 1861 United, Milan
Creative Director: Pino Rozzi, Roberto Bataglia
Copywriter: Stefania Siani
Art Director: Federico Pepe
Production Company: Mercurio Cinematografica, Milan
Director: Giuseppe Capotondi
Year: 2007
Shortlist

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MTV – APRIL FOOL

A teleseller proposes a shocking investment to buy a house on a hill today and in 15 years you be under the sea thanks to the total overheating … the April Fool’s joke is revealed

Advertising Agency: Arnold Worldwide Italy, Milan
Creative Director: Maurizio Maresca, Alessandro Sabini, Paolo Troilo
Copywriter: Alessandro Sabini
Art Director: Paolo Troilo
Production Company: (h) Milan
Director: Carlo Crapanzano
Year: 2007
Shortlist

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Mariella Merendino Cashmere – CASHMERE SHEEP

Advertising Agency: DDB, Milan
Creative Director: Vicky Gitto
Copywriter: Vicky Gitto
Art Director: Andrea Maggioni
Year: 2007
Shortlist

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Bye Helmets – HANDS BOY/HANDS GIRL

Advertising Agency: 1861 United
Creative Director: Pino Rozzi, Roberto Battaglia
Copywriter: Luca Beato
Art Director: Giorgio Cignoni
Photographer: Fulvio Bonavia
Year: 2007
Shortlist

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The Pink Line – TELEPHONE

The purpose of the campaign is to promote the phone line service offered by the Pink Line. The Pink Line helps and supports women being victims of violence and abuse.

Advertising Agency: Saatchi & Saatchi, Rome
Creative Director: Francesco Taddeucci, Luca Albanese
Copywriter: Jorg Riommi
Art Director: Arturo Vittorioso, Clarissa Biaggi
Photographer: Giuseppe Di Vita
Year: 2007
Shortlist

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Turin Paralympic Games 2006 – PODIUM

Advertising Agency: JWT, Milan
Creative Director: Pietro Maestri
Copywriter: Francesco Muzzopappa
Art Director: Fabrizio Pozza
Photographer: Mauro Turatti/Livello 06
Year: 2007
Shortlist

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Tuc Snack Saiwa – WHEN HUNGER STRIKES

When hunger strikes suddenly, it may be tempting to eat the first thing at hand. An interactive video banner, in which it is possible to suggest to a funny and starving office worker to eat the objects on his desk. He will be happy to take in these suggestions… but his telephone, the cactus, the photo-holder and the pc screen will turn out to be too heavy food. When it is time for a snack, there is only one right choice: TUC by Saiwa. For now, if you think you can sustain explicit scenes of hunger, meet the man in his office. Click here for the project

Advertising Agency: DCM Fullsix, Milan
Creative Director: Simonetta De Brumatti
Copywriter: Luca Comino
Art Director: Giuseppe Bizzarro
Year: 2007
Shortlist

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Koleston – HAIR LIPS

Advertising Agency: Leo Burnett, Milan
Creative Director: Enrico Dorizza, Sergio Rodriguez
Art Director: Alessandro Padalino
Photographer: Studio Ros
Year: 2008
Silver Lion

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Arena Swimwear – AUDIENCE

An audience is sitting in a sports arena. Spectators are turning their heads with fast and rhythmic movements, as if they are watching a tennis match. A super appears: Swimming gets faster. As the audience starts cheering, the Arena logo and payoff appear.

Advertising Agency: Lowe Pirella Fronzoni
Creative Director: Francesco Bozza, Umberto Casagrande
Copywriter: Andrea Stanich
Art Director: Pietro Lorusso
Production Company: First Floor Films
Year: 2008
Shortlist

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Nat Geo Adventure Channel – TAXI

Advertising Agency: AM Newton 21, Rome
Creative Director: Luca Maoloni, Gabriella Ambrosio
Copywriter: Gabriella Ambrosio
Art Director: Luca Maoloni
Production Company: Mercurio SPQR, Rome
Director: Brecht Vanhoenacker
Year: 2008
Shortlist

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Freddy Sportswear – DIVING/100 METRES

Freddy: official sponsor of the Italian athletes at the Beijing 2008 Olympic games. “Freddy Olimpiadi” project: Three movies featuring three Olympic athletes: Elisa Santoni for rhythmic gymnastics, Simone Collio for the 100 metres sprint, Tania Cagnotto for 3m diving. The idea of all movies is that athletes “gamble” their whole life during their Olympic performance. In these movies, the athletes’ stream of consciousness replaces their body, and is represented through various animation techniques. The claim “Olympic games performed by Freddy” gives the Freddy point of view on Olympic Games: an artistic and performing exploration on the movement theme.

Advertising Agency: 1861 United
Creative Director: Pino Rozzi, Roberto Battaglia
Copywriter: Stefania Siani
Art Director: Federico Pepe
Production Company: (h) Films, Milan
Director: Bill Barluet/Tommaso Cariboni
Year: 2008
Shortlist

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Freddy Sportswear – RITHMIC GYMNASTICS

What do the Olympics mean for an athlete? In the Olympics, an athlete puts his whole life at stake in few, decisive moments, and unique sensations hide in each move. The flow of thoughts and emotions felt by the athletes is visualized in a surprising, striking way: the bodies of the protagonists themselves become veritable art installations, made by objects which represent the thoughts and feelings flowing through the athletes during their main performance, and become bodies again at the end. A celebration of movement, in the legendary background of the Olympics, original and spectacular, following the artistic orientation which is typical of the brand: the ‘Olympic Games performed by Freddy’.

Advertising Agency: 1861 United
Creative Director: Pino Rozzi, Roberto Battaglia
Copywriter: Stefania Siani, Luca Beato
Art Director: Federico Pepe, Micol Talso
Photographer: Lorenzo Vetturi
Year: 2008
Shortlist

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San Raffaele Hospital – VIDEOGAME

We are in a “Doom” like video game. We see through the eyes of the player who runs after a very fast-footed enemy. Running along a corridor, climbing up some stairs the player stops to get his breath back. He now comes to some more stairs but decides not to climb them. He’s tired out and looks at his belly. We now realise he’s an obese child. Line: ‘Video games are one of the principal causes of child obesity. Encourage children to play outside’.

Advertising Agency: JWT, Milan
Creative Director:Pietro Maestri, Bruno Bertelli
Copywriter: Bruno Bertelli
Art Director:Cristiana Boccasini
Production Company: Fargo Film, Milan
Director: Gaetano Vaudo
Year: 2008
Shortlist

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Gasser (Grandi Salumifici Italiani) – BLACK SUIT/TEXAN

Advertising Agency: TBWA/Italia
Creative Director: Fabrizio Russo
Art Director: Cristina Baccelli
Copywriter: Sara Ermoli
Photographer: Winkler & Noa
Year: 2008
Shortlist

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Volkswagen (Passat Business with integrated DVD) – TEXTILE FACTORIES/PHARMACEUTICAL INDUSTRY

Advertising Agency:DDB, Milan
Creative Director: Vicky Gitto
Art Director: Cristina Marcellini
Copywriter: Vicky Gitto
Year: 2008
Shortlist

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Par 5 (Fashion Sportswear) – DOOR

Advertising Agency: DDB, Milan
Creative Director: Vicky Gitto
Art Director: Hugo Gallardo Dominguez
Copywriter: Vicky Gitto
Year: 2008
Shortlist

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Yamaha Marine – PLANE

A white stripe cuts through a sky that’s as blue as the deepest sea. It looks like a jet, the world’s fastest moving object. But the profile of an island tells us the blue is actually the sea, and the white spray comes from a boat outfitted with an engine with a unique power, the new Yamaha F350. In a page with a strong, guaranteed impact, all the strength of an engine which can unleash the world’s highest power, like the title says. And which can take the driver above everything, above anyone else.

Advertising Agency: 1861 United
Creative Director: Pino Rozzi, Roberto Battaglia
Copywriter: Laura Cattaneo
Art Director: Giorgio Cignoni
Year: 2008
Shortlist

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MUF (National Comics Museum) – SCREAM

To convince the target that “culture” is not just about established museums or traditional exhibition.
Comics can have the dignity of traditional art forms.

Advertising Agency: JWT, Milan
Creative Director: Pietro Maestri
Copywriter: Bruno Bertelli, Paolo Cesano
Art Director: Cristina Boccassini, Flavio Mainoli
Year: 2008
Shortlist

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Nokia Nseries – INCURSION

At the cinema when the lights are off, the audience stop talking and concentrates on the screen. That’s the best moment to catch their attention. Nokia wanted to do more: they wanted to talk about the new interactive-based phone (music, games, and movies) with an interactive spot, and let the cinema audience experience how an incursion that mixes real life and cinema screening can be exciting and surprising.

Nokia N81 is a mobile phone able to entertain you with a videogame, to make you watch a beautiful movie, to be your own camcorder, to let you listen to your favourite music. Everywhere and every time, it can interact with your reality, taking you where you prefer. That’s because Nokia N81 chooses an interactive spot to communicate and let the cinema audience experience how an incursion that mixes real life and cinema screening can be exciting and surprising. Interaction is the key word for this target. Smart people, in love with technology, in love with excitement and surprise. The spot was on air for four weekends during a month. We are not able to give any business results.

Advertising Agency: Grey, Milan
Creative Director: Francesco Emiliani
Copywriter: Claudia Bavelloni, Francesca Andriani
Art Director: Daniele Dagrada, Stefano Fantini
Production Company: Filmaster, Milan
Director: Alessandro Cattaneo
Year: 2008
Shortlist

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ADMCOM (Self Promotion) – YOC-BOX

The agency aimed at finding an innovative self promotional way to make prospective clients experience its degree of creativity. At the same time, the agency wanted to give life to a highly engaging initiative able to convey the philosophy that animates it. The agency created the “Year Of Creativity_Box”, an original self promotional initiative meant to stimulate people to reinvent themselves every day. It contains 366 illustrated business cards which show 366 different, imaginative professions (one per day in 2008), all of them addressed to the person who receives the box. The operation has already earned the agency a considerable set of prospects’ contacts. So far, 300 YOC_BOXES have been sent and they have generated the acquisition of three new clients.

Advertising Agency: ADMCOM, Bologna
Creative Director: Maurizio Cinti
Copywriter: Silva Fedrigo, Massimiliano Pancaldi
Art Director: Manuel Dall’Olio
Year: 2008
Shortlist

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Shoestring Tour Operator – WILD THERAPY

WHO IS SHOESTRING?
Shoestring is a tour operator that offers an unconventional way to travel in the most adventurous places on the planet.

WHAT IS THE WILD THERAPY?
Four bored, tired and depressed animals need help because they’ve lost their wild life. They just can’t stand “holiday-village-tourists” and miss people who love the real adventure. Enjoy the analysis sessions of these animals to get why they need the Wild Therapy. click here for the project

Advertising Agency: Saatchi & Saatchi, Rome
Creative Director: Guido Cornara, Alessandro Orlandi
Copywriter: Antonio Di Battista, Laura Sordi
Art Director: Manuel Musilli
Year: 2008
Shortlist

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Flora by Gucci Fragrance – GUCCI FLORA

The commercial focuses on the nature of the scent. Model Abbey Lee, surrounded by endless field of pink flowers, gently inhales the fragrance from a single flower. She is caressed by the scent as she in turn sensuously conducts and manipulates it through the field. Her movements become ever more hypnotic as the intensity increases, until the final rush overwhelms her completely and her dress bursts into an intensely beautiful butterfly effect of fabric, light and petal.

Advertising Agency: REM Ruini & Mariotti, Rome
Creative Director:Riccardo Ruini, Chris Cunningham, 
Production Company: RSAFilms, London/Filmaster, Milan
Director: Chris Cunningham
Year: 2009
Gold Lion (Best Use of Music) and Bronze Lion

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Baci Perugina – FROM GIOVANNI TO DONGIOVANNI

Baci Perugina is one of the most important brands of chocolate in Italy, belonging to the Nestlè Group. To capitalise on Baci Perugina’s awareness during the period around Valentine’s Day, it was decided to make an integrated campaign able to get people talking using the only language that has always distinguished Baci Perugina: love. The idea was an impossible love story born online between the shy Giovanni and his beautiful neighbour Gaia.
The plot: Gaia says to Giovanni that if 50,000 people would ask her to kiss him, she will do. So Giovanni makes a video, loads it on YouTube and opens a group on Facebook asking for help. Baci Perugina doesn’t come into the scene from the beginning, but it figures as an “independent supporter” of Giovanni’s initiative. At the end 50,000 mails arrive and Gaia has to kiss Giovanni. 8 videos show the big moments of the story.

The campaign was planned on different media: viral videos, the community engagement through YouTube, Facebook and the Perugina community, an interactive outdoor and a local event.

People soon became fond of the story. In 10 days it has been recorded: 50,000 mails, 151,841 visitors to the Baci Perugina site, 26,678 contacts on YouTube, 5,400,000 impressions on MSN, Sales + 11% in an a-8 market. Giovanni’s story was spontaneously talked about on TG1, the most important national TV news.

Advertising Agency: Armando Testa, Turin
Creative Director: Maurizio Sala, Marco Faccio
Copywriter: Nicola Lampugnani, Francesco Milanesio
Art Director: Francesco Guerrera
Production Company: Little Bull, Turin
Director: Augusto Storero
Year: 2009
Gold Lion

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Loctite Super Attak – WOOD/PLASTIC

Advertising Agency: DDB, Milan
Executive Creative Director: Vicky Gitto
Copywriter: Alessandro Mian
Art Director: Ricard Valero
Photographer: Andrea Melcangi
Year: 2009
Silver Lion for the campaign

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Coca-Cola Italia – ILLUMINA LA CITTA’

Insights, Strategy & the Idea
The 2008 campaign has a new claim “Light up Christmas with a Coca-Cola emotion”. The challenge was to revitalize and further amplify “light up” communication code with innovative activations.
The insight that sparked the idea was drawn from the fact that media at the time was focusing on urban security concerns following an apparent wave of street crime. Dark winter streets were the symbol of this feeling – and large city administrations were putting a lot of effort into bringing light to their citizens. Coca-Cola could leverage this initiative and add joy and positivity to the initiative, by lighting up an urban vehicle (a tram) in the fashion of the traditional Coke Truck – which would navigate the streets at a peak moment in pedestrian.

Creative Execution
In order to illuminate Milan, Coca-Cola has chosen an urban transport icon, the tram – also, supporting the public transport service as a mean of higher security in a traffic-intense part of the year.
Historic trams were converted into branded cable-cars of white light, spreading brilliance through the streets and serve as an iconic image for both the advertiser and the city.
The cars toured the central area of Milan, spreading its positive message with the further support of actual Santa Clauses on board, distributing branded Christmas gifts at every stop. The Coca-Cola logo was highlighted at the head of the car, associated with holiday wishes from the Municipality. Adding a signal of social responsibility, the project was also engineered using low energy technology.
The project was announced in a press conference that also featured prominent Italian political figures including a Minister and the Mayor of Milan.

Results and Effectiveness
Even amongst the already sparkling Christmas decorations of the city, the tram had an extremely positive impact on passers-by and passengers. Immediate reactions captured on the spot clearly show the deep success that this initiative had in enhancing the overall Christmas atmosphere.
Also, due to its public component – as it involved local authorities and the support of their efforts in improving the life and aspect of the city – the action enjoyed a wide resonance and PR support, ranging from publicly expressed commendations from political personalities and the mayor, to press coverage, to word-of-mouth through the population of Milan.

Advertising Agency: Starcom Italia/JWT, Milan
Strategic Director: Alessio Fattore
Creative Director: Pietro Maestri/Bruno Bertelli
Art Director: Cristiana Boccasini/Amedeo Pancella
Year: 2009
Bronze Lion

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BWIN (Online Poker) – POKER ISLAND

Insights, Strategy & the Idea
Online poker was legalized in Italy in September 2008. Due to widespread publicity, offline poker grew from 480,000 players in 2007 to 970,000 in 2008. Online poker is estimated to grow to 4.3 million as legalization welcomes more less-talented players.
Bwin is the world’s largest online gaming organization offering 30,000 daily bets in over 90 sports. But Italy’s marketplace was flooded with competition well ahead of Bwin. Our challenges were to promote Bwin poker and recruit gamers with a budget much smaller than the competitors.
We targeted young men 18-34 who play poker regardless of skill and who use the Internet to find deals, buy tickets and make purchases. They get a kick from testing their skills, but what really seduces them is the lure of the bluff and the glamour associated with the poker world. We gave them the chance to learn from pros and play big style in paradise.

Creative Execution
We developed an online tournament – Bwin Poker Island Challenge – that became a casting call for a chance to play on the ultimate stage: a Mediterranean villa on an island paradise, complete with an infinity pool.
We turned the challenge into a hit reality TV show Poker Island. TV cameras followed the eight finalists on their exclusive championship weekend, transforming them into stars of their own poker program. Six one-hour episodes were part of Sky Italia’s sports schedule.
During the day players battled it out for the final prize of a spot in the reputed Aussie Millions Poker Championship. But at night they played hard enjoying adventures, nightlife and the in-house chef.
Our unique online/offline tournament was promoted through TV, Internet and print. Poker Island aired December 5th, 2008 – January 12, 2009 as Bwin’s logo maintained maximum visibility throughout the program and on all TV guides.

Results and Effectiveness
“Our gamble paid off. The event generated a huge presence both on main and niche poker sites as well as online TV guides and stations covering poker tournaments: • 720,000 impressions, 70% men • Viewers spent an average of 20 minutes engaging with the brand • Players in qualification tournament 8 times over forecast and beyond year’s end target • Market share almost doubled with 2% share of investment vs. competition • The Poker Island audience was 62% higher than the SkySport average”

Advertising Agency: Arnold Worldwide Italy/MPG Italia
Strategy/Development: Guido Surci
Executive Creative Director: Maurizio Maresca
Creative Director: Alessandro Sabini/Paolo Troilo
Year: 2009
Bronze Lion

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New Zoogami Beer – CONTEPORARY BEER

Zoogami releases a new beer and wants to position it as a modern product that follows the evolutions of the world in which we live. This is the Contemporary Beer project, born to explain, in a completely revolutionary way, what happens in the world in real time. Clic here for launch the site

Advertising Agency: Saatchi & Saatchi Roma
Creative Director: Agostino Toscana/Alessandro Orlandi
Art Director: Manuel Musilli
Copywriter: Antonio Di Battista
Year: 2009
Bronze Lion

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MUF (Comics National Museum) – THE BILL/THE WAKING UP/THE SHOT

Advertising Agency: JWT, Milan
Executive Creative Director: Pietro Maestri
Art Directors: Cristiana Boccassini, Flavio Mainoli
Copywriters: Bruno Bertelli, Paolo Cesano
Illustrator: Manlio Truscia

Year: 2009
Bronze Lion for the Outdoor campaign
Bronze Lion for Press campaign

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Stay slim, drink low fat milk – PARMALAT

A boy, coming out of a trailer, greets his parents, relatives and friends who are inside. The boy while drinking a glass of Parmalat milk arranges with friends how to spend the evening. Little by little we see that the trailer is overcrowded. The boy is cycling away when from the inside of the trailer the people scream at him to close the door.

Advertising Agency: Publicis, Milan
Creative Director: Luca Scotto Di Carlo, Vincenzo Gasbarro
Copywriter: Luca Scotto Di Carlo
Art Director: Vincenzo Gasbarro
Production Company: Les Enfants Creative Productions
Director: Vincenzo Gasbarro
Year: 2009
Shortlist

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Auditorium – HEINEKEN

Our consumers (focus: males 18-24) are getting older, duties and responsibilities put at risk their sacred beer moments with friends.
We needed to make our target perceive Heineken as the closest brand to the beer drinkers, making them live an amazing and unconventional brand experience.

To convey the brand position (the entertaining beer) and make our target experience how important is preserving their beer moments with friends, we created a trap for 1000 ACMilan Fans. On the same evening of the match Real-Madrid vs Milan, we brought them to a fake event mixing poetry and classical music. We used 200 our accomplices that, provided with invitation card sponsored by Heineken, persuaded our victims to skip the match and go to the concert. Heineken would have never let its target miss the game, that’s why after 15 mins of concert, we revealed the trap and let the audience join the match on a huge screen.

This promo brought a very high brand awareness increment. TV news, newspaper and blogs widely spoke about the event and it definitively empowered the image of the brand even against its competitor. 1000 victims directly experienced it at the Auditorium, 6 million people saw it live on TV, other million people read about it on the news or on the web the days after.
Even after several months, people keep on talking and making buzz about this event that had a very strong impact on our target.

Promoting the Heineken sponsorship with UEFA Champions League through an event definitively unconventional for beer drinkers has been an innovative way to involve our target and create an immediate activation. The main objective of a Promo is finding a relevant and engaging for the target. The reward here has been an amazing entertaining experience, totally consistent with the brand philosophy and with the target aspiration.

Advertising Agency: JWT, Milan
Creative Director: Pietro Maestri, Bruno Bertelli, Cristiana Boccasini
Copywriter: Cristiano Tonnarelli
Art Director: Marco Viganò
Production Company: Les Enfants Creative Productions
Year: 2010
6 Gold Lions ( 1 Outdoor, 1 Media, 2 Promo, 2 PR)
1 Silver Lion (Direct)
1 Bronze Lion (Direct)

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Beer Gloss – HEINEKEN

Describe the objective of the promotion
The objective of Heineken Valentine’s day is to transform this frightening date, impossible to avoid and not made for beer drinkers, into an occasion to meet its consumers in an entertaining way.

Describe how the promotion developed from concept to implementation
Valentine’s day is a date without friends and beer: guys are forced to go out with girlfriends, have a romantic dinner drinking wine and champagne (everything but the beer) and buy useless gifts. To transform Valentine’s day in a beer day and makes happy our consumers, we created and launched the Beer gloss, the first beer flavoured lip gloss. In this way we offered beer drinkers an entertaining brand experience for Valentine’s day: a real long delightful beer taste on the mouth.

Describe the success of the promotion with both client and consumer including some quantifiable results
Beer Gloss was sold out in two weeks and in a few days the news about this product turns all over the world through social network, blogs and forums. The Beer Gloss excited 14 million people on the web. On February 14th more than 15.000 beer glosses were offered in pubs, universities and stores.

Explain why the method of promotion was most relevant to the product or service
We launched the Beer gloss through a communication campaign (video on the web-press and outdoor, banner) with two objectives: 1) sale the product online, on the site ayswuvalentine.com; 2) distribute it in all the places where the target use to be(pubs, universities, restaurants) to give them an entertaining brand experience. In this way in a short period the Beer Gloss became for the guys the perfect gift for Valentine’s day.

Advertising Agency: JWT, Milan
Creative Director: Pietro Maestri, Bruno Bertelli, Cristiana Boccasini
Copywriter: Elisa Binda
Art Director: Vito La Brocca, Andrea Farina
Production Company: Les Enfants Creative Productions
Year: 2010
2 Bronze Lion

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ING Direct – BUS

Happy Clients bringing new clients. The idea comes straight from this insight: a number of human interactive billboards built around town to let real clients dialogue with potential clients passing by. No filters, no bank involved, just a real questions/real answers game between real people. We asked real clients to be the actors of our ad because, to say it the ING way: “Our clients ARE our best advertising”. The first human billboards. Normal people asking, real clients answering.

Advertising Agency: Leo Burnett, Milan
Executive Creative Director: Enrico Dorizza, Sergio Rodriguez
Copywriter: Santiago Saiegh
Art Director: Corrado Cardoni, Luca Zamboni
Production Company: Mercurio Cinematografica
Director: Giuseppe Capotondi
Year: 2010
Silver Lion

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ING Direct – The Human Billboard

Insights, Strategy & the Idea
ING Direct is a very popular web bank which changed the category’s business model. They pioneered a new way to handle relationship with their clients by providing an incredibly easy and user- friendly digital platform. A research discovered that ING source of business today more and more comes from their clients’ word-of-mouth. In other words, happy clients bringing new clients, most of them converting from traditional banks. This is where our idea comes from: a living number of interactive billboards where real clients could dialogue with potential clients passing.

Creative Execution
Around town some installations were set in order to become living point of contacts between people, with no bank involvement. Commercials were shot to amplify the word of mouth effect among existing and potential clients.

Results and Effectiveness
In a static environment ING managed to increase their clients base of a further 7%. Day after day, this number is increasing.

Advertising Agency: Leo Burnett, Milan
Executive Creative Director: Enrico Dorizza, Sergio Rodriguez
Copywriter: Santiago Saiegh
Art Director: Corrado Cardoni, Luca Zamboni
Year: 2010
Shortlist

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Rolling Stones Magazine – LIFE ‘N ROLL

Over the last year the Italian political class has been overwhelmed by sensational scandals. The mayors of leading cities, regional governors and the prime minister, Silvio Berlusconi, have been implicated in scandals involving sex, prostitution, drugs and sleaze. They have taken over the role which has always been played by rock’n’roll legends. With this film, Rolling Stone invites rockers to take back what is theirs by right.

Advertising Agency: D’Adda, Lorenzini, Vigorelli, BBDO
Creative Director: Stefsania Siani, Federico Pepe
Copywriter: Stefania Siani
Art Director: Federico Pepe
Production Company: DIAVIVA, Reggio Emilia
Director: Marco Gentile
Year: 2010
Silver Lion

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VDO (Rear View Cameras) – CAMPER/TRUCK/VAN

Advertising Agency: DDB, Milan
Executive Creative Director: Luca Albanese, Francesco Taddeucci
Art Directors: Diego Mendoza
Copywriters: Maria Chiara Alegi
Illustrator: Winkler/Noah

Year: 2010
Silver Lion for the Press campaign

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MUF (Comics National Museum) – THE FART/THE LOOK-OUT/THE STRIP POKER

Advertising Agency: JWT, Milan
Executive Creative Director: Pietro Maestri
Art Directors: Cristiana Boccassini, Flavio Mainoli
Copywriters: Bruno Bertelli, Paolo Cesano
Illustrator: Manlio Truscia

Year: 2010
Bronze Lion for Press campaign

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IKEA – EASYCHANGE

We are in a small open space flat. A young man welcomes his best friend and they spend a pleasant afternoon watching football on TV, listening to music, playing mime, building a miniature ship. Finally they fall asleep in front of a documentary. After a while the friend jolts awake. He says he will be back tomorrow and leaves. Only now we discover that the burlier friend is actually a prison guard and the open space flat is a wonderfully decorated prison cell. We only see it because it has a prison door with bars and a lock. “It’s easy to change with Ikea!”

Advertising Agency: 1861 United, Milan
Executive Creative Director: Pino Rozzi, Roberto Battaglia
Copywriter: Francesco Poletti
Art Director: Serena Di Bruno
Production Company: Akita, Milan
Director: Maroni Sune/Nic Osborne
Year: 2010
Shortlist

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MIBAC – PUDDLE/ESCALATOR

From the 16th to the 25th April 2010 the Ministry of Cultural Heritage and Activities promoted Culture Week, an exceptional nationwide event which opened the doors to all museums, archaeological sites, archives, libraries and public monuments to Italian and foreign citizens admission free. The video intends to play on the “free of charge” key concept, associating two images in a highly semantic and significant way: the first is ordinary and everyday-like, the second is characterized by an artwork of high prestige and artistic value. The close comparison of these two aims to emphasize how the opportunity of seeing these masterpieces is extremely precious and should not be missed.

Advertising Agency: Saatchi & Saatchi, Milan
Creative Directors: Agostino Toscana, Alessandro Orlandi
Deputy Creative Directors: Luca Lorenzini, Luca Pannese
Art Director: Luca Pannese
Copywriter: Luca Lorenzini

Year: 2010
Shortlist

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Rimmel – TRAIN/LIBRARY/AIRPORT

Advertising Agency: JWT, Milan
Executive Creative Director: Pietro Maestri, Bruno Bertelli, Cristiana Boccasini
Art Directors: Fabrizio Pozza
Copywriters: Francesco Muzzopappa

Year: 2010
Shortlist

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HEINEKEN – Cinema: Lady Violet’s Diaries

To remember our consumers that it’s always better going out with friends for a beer maintaining an easy going attitude than becoming adult and losing some sacred moment with friends, we trapped our consumers at the cinema, creating a singular event. Many beer drinkers were invited to the cinema for the opening of a new film: “Lady Violet’s Diary”. For the occasion we created a few minutes of a fake film based on a very long, romantic, paradoxical story. This film was showed at the cinema in one selected night. During the screening suddenly appeared the claim “Are you still with us?” to remember our consumer that fell in the traps that is always better stay with friend in an entertaining way. After that we offered to the audience the opportunity to watch an action movie (adapt for beer drinkers): G.I. Joe: The Rise of Cobra.

Advertising Agency: JWT, Milan
Creative Director: Pietro Maestri, Bruno Bertelli, Cristiana Boccasini
Copywriter: Cristiano Tonnarelli, Michele Picci
Art Director: Marco Viganò
Year: 2010
Shortlist

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Coca-Cola light – TRIBUTE TO FASHION

Insights, Strategy & the Idea
Whose revolutionary spring collection caused a sensation at Milan Fashion Week? It was Coca-Cola Light.
Our 32, cutting-edge outfits dazzled the women of Milan, and brought all the credibility of the world’s top designers to our brand – in the very home of global fashion. With new Coke products and other rivals on the market, we urgently needed to refresh Coca-Cola Light’s connection with the lifestyles of 25-plus women. The brand had dabbled in the fashion world before. After all, nothing is more important to our target audience. Each year, Coca-Cola Light asked a designer to create a sleeve for a run of collectible bottles. But this time, we channelled the spirit of Milan. This would be no traditional marketing campaign. This would be the launch of a fashion collection. And we would fuse high fashion and public art in a spectacle that had never before been tried.

Creative Execution
We persuaded eight of the world’s top designers to create four slinky sleeves each for our bottles, and we unveiled the collection at a red-carpet event attended by the designers and the world’s press. It was the first time Milan’s mayor had allowed the Palazzo Reale to be used for a private event.
We dressed woman-size bottles, and showed them on the catwalk. Sotheby’s auctioned them off for charity. Footage of the show was used in 3-minute clips on television. And we printed a catalogue in postcard form and inserted it in fashion magazines.
And then we turned the collection over to the public. We exhibited giant bottles in prominent locations in Milan. In the windows of major fashion stores. In 2,000 temporary stores of our own across the country. And, extending our extraordinary partnership, in the boutiques of our eight designers themselves.

Results and Effectiveness
1Mio contour bottles were sold during the Milan Fashion Week in the PoS activations, and over 50,000 full-body sleeves in one week at the customised corner at La Rinascente alone. Media covered the launch event with 70 articles in 1 month, with an estimated yield of 48,000,000 impressions. According to Millward Brown trackings, vs. pre-campaign readings, brand awareness and purchase intent were up +10%, while brand attributes ‘It’s a cool product’ and ‘Trend-setting’ gained 30%. Moreover, 100,000 € were collected during the auction in favour of the earthquake victims.

Advertising Agency: BCube, Milan
Executive Creative Director: Francesco Bozza
Copywriter: Fabio Andreini, Pietro Putti
Art Director: Daniele Pancetti
Year: 2010
Shortlist

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Legambiente – CALENDAR

Challenges and key objectives
Legambiente wanted to remind people about the urgency of environmental issues with a gift. It needed to be memorable and to drive more traffic to the Legambiente website for more information on how individuals and corporations can implement or participate in environmental programmes.
To celebrate its 30th anniversary, which fell at Christmas time, Legambiente (the most important Italian environmental association) draws attention to recycling and responsible consumption with a gift.

Idea
We thought about the most common (and least expensive) gift that people give away every end of the year all over the world. The answer was: a calendar. After that, the question came: is it possible to recycle a calendar? Of course: every 28 years.
So we collected a number of 1982 calendars and stamped them 2010.

Results
Approximately 500 calendars were sent out. The recipients indicated that they thought the calendar was clever, practical, and useful. The client received many requests for other calendars and so we created a special insert on January magazines with a 1982 calendar. A copy text asked to the people to remove it and hang it on their wall. Website hits increased by approximately 400% during the two months after the mailers were delivered. During a telephone survey, many corporations indicated that they would like more information how they could implement recycling programmes in their offices.

Advertising Agency: EURO RSCG, Milan
Executive Creative Director: Giovanni Porro
Creative Directors: Dario Villa, Erik Loi
Copywriter: Michele Picci
Art Director: Luca Ghilino
Year: 2010
Shortlist

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Durex Lubrificant – CLUB CRASHER

Advertising Agency: McCann Erickson, Milan
Executive Creative Director: Marco Cremona
Creative Director: Gaetano Del Pizzo
Copywriter: Marco Cremona
Art Director: Gaetano Del Pizzo
Year: 2011
Silver Lion

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Fitosonno Sleeping Tablets – TENNIS

Fitosonno is a natural product against sleep disorders, so it is not positioned as a classic sleeping pill (ie. a strong drug for chronic insomnia) but a natural aid for occasional sleep problems. One of the main causes of insomnia for those who don’t suffer from it acutely is incapacity to put day-to-day problems out of mind and relax. The product’s promise (“you can’t eliminate your problems but you can sleep well with them”) plays on the above mentioned insight and offers not only sleep but also peace of mind. This ad is being scheduled almost exclusively at night, to address a target that watches TV because they can’t get to sleep.

Advertising Agency: JWT, Milan
Executive Creative Director: Pietro Maestri
Copywriter: Paolo Cesano, Bruno Bertelli
Art Director: Flavio Mainoli, Cristiana Boccasini
Production Company: DIAVIVA, Reggio Emilia
Director: Veronica Mengoli
Year: 2011
Bronze Lion

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Walt Disney Pictures – BIG ALICE

Advertising Agency: AUGE Headquarter, Milan
Executive Creative Director: Federica Ariagno, Giorgio Natale
Copywriter: Niccolò Bossi, Anita Rocca
Art Director: Davide Mosconi
Year: 2011
Bronze Lion

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Poste Italiane – BECAUSE I LIKE YOU

“Because I like you” is the story of Giovannino, a child who writes a love letter to his girlfriend. The voiceover of the child reading the letter plays and contrasts with the images. Giovannino’s voice tells us the child’s way of seeing love, enthusiastic and with no limits. The images show the life of an old postman, who despite his age keeps loving his wife with everyday care and attentions. The film ends with the image of the child’s letter, framed and lying on the old lady’s bedside table. We realize the child and the old postman are the same person. The falling in love has with time become true love.

Advertising Agency: CRIC, Milan
Creative Director: Clemente Di Muro, Davide Mardegan, Niccolò Dal Carso
Copywriter: Clemente Di Muro
Art Director: Davide Mardegan
Production Company: H-Film, Milan
Director: CRIC
Year: 2011
Bronze Lion

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Diesel – STUPID GLOCAL CAMPAIGN

Insights, Strategy & the Idea
BE STUPID adv campaign was planned all over the world, even in Italy. This is a copy-oriented campaign and, most of all, is in English. In Italy, only 20% of the population can speak English properly. The translation of the headlines in Italian wasn’t so cool…
In such a Global Era like this, Italian dialects sound great. So we decided to make the global Diesel campaign a global campaign.

Creative Execution
STUPID is a Latin word: in Italian it is STUPIDO, but most of Italian dialects pronounce it “STUPID” (sometimes “stϋpid”, sometimes “stupt” but the sound is quite the same). Then we played with the regional stereotype to define “the Smart”, that became “the Professor”, “the Doctor” and “the Pedantic”. We created titles which played with local common-sayings and cultural background. Each Italian city had its dialect posters.

Results
Lots of national and local newspapers, blogs and web-sites talked about the campaign. Some Major got angry…but web traffic (website and Facebook page) increased by 200% with 600,000 visits to the sites. People felt a big affection and pride for a campaign that spoke their own language.
The store traffic of the cities involved in the media planning increased by as much as 28% in the weeks following the campaign.

Advertising Agency: BCube, Milan
Executive Creative Director: Francesco Bozza
Associate Creative Director: Alessandro Sabini
Copywriter: Alessandro Sabini, Andrea Bomentre, Federico Bonenti
Art Director: Marco Cantalamessa, Andrea Marzagalli
Year: 2011
Shortlist

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CCSVI Multiple Sclerosis Charity – THE DISEASE JOURNEY

Brief
The campaign was born with the objective to make everyone know the new recent discovery made by the Italian doctor Paolo Zamboni about Multiple Sclerosis. We needed to make people experience the odyssey of the multiple sclerosis, letting them know that a revolutionary solution has been found. The NGO that committed this campaign wanted to address it to both to existing customers and to the new ones, engaging a direct relationship with them.

Creative Solution
Using the urls, we tell the forced itinerary of a patient through each failed attempt, from country to country, searching for a cure. We bought a domain for each line of the story, focusing the user’s attention on the url’s text. Using hypertextual links, we led the user to live this story, from site to site, getting to know the opportunity to improve Multiple Sclerosis symptoms. In the last url, the user can support the fundraising campaign and share it. An absolutely new experience in the cyber world of social communication, able to raise awareness through media less suited for scientific
information.

This is not a famous brand and we needed a simple and very incisive idea, able to emotionally involve every user and above all, able to communicate the feeling of a multiple sclerosis patient. Having no budget, we also needed a very low cost solution, strong enough to generate word of mouth. The originality is in the idea we found: we decided to use the URL filed. This allowed us to spend just 400 euros: the price of 30 domains websites. We promoted it on the social network, with the support of medicines, patients and supporters of the NGO. To all contacts of the “CCSVI in Sclerosis Multiple” Association, were sent an email that included a synopsis of the whole project and the link to the first URL. All were asked to share it with others.

Advertising Agency: Lowe Pirella Fronzoni, Rome
Executive Creative Director: Francesco Taddeucci, Luca Albanese, Laura Sordi
Copywriter: Marco Diotallevi
Art Director: Angelo Marino
Year: 2011
Shortlist

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First Floor Under Exhibition – PIRACY POSTER

Brief
Promote First Floor Under, a new born pop-vangarde culture magazine about design, photography, art direction, that also features a streaming radio.
Prove to all creative world that First Floor Under differs from every other blog by being socially relevant and taking action in real life. Usually blog publish ideas of other people, First Floor Under produces its own content.

Describe how you arrived at the final design
To introduce First Floor Under to the public, we designed an event, a real art exhibit, that other blogs have published, promoting directly our Blog.

Results
Locally people tagged themselves and tweeted about the exhibit, meanwhile the most popular ad and design blogs published and promoted our blog: First Floor Under.

Advertising Agency: TBWA/Italia
Executive Creative Director: Francesco Guerrera, Nicola Lampugnani
Copywriter: Mirco Pagano
Art Director: Moreno De Turco
Year: 2011
Shortlist


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