TBWA/PHS, Helsinki for Young Director Award (2000/2011) – Born to create a great case history

Posted: February 28, 2012 | Author: fra30774 | Filed under: Agency, Cannes Lions, Case History, Digital, Direct, Press/Outdoor, Promotion, Sweden, TV/Film | Tags: Alfred, balls, Born to create a drama, Bunny, Case History, cfp-e/shots, cut, Digital, double life, Drama Queen, eisenstein, gorilla, Helsinki, lion hunter, Minna Lavola, Mira Leppanen, natural born directors, Outdoor, parody, Press, Quentin, TBWA/PHS, time for dinner, Woody, Young Director Award, Zoubida Benkhellat | Leave a comment »

2000

Natural Born Directors (Poster)

Advertising Agency: TBWA/PHS, Helsinki
Creative Director: Mira Leppanen
Art Directors: Zoubida Benkhellat
Copywriter: Mira Leppanen
Shortlist

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2001

Highchair (Poster)

Advertising Agency: TBWA/PHS, Helsinki
Creative Director: Mira Leppanen
Art Directors: Zoubida Benkhellat
Copywriter: Mira Leppanen

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2002

Hands (Poster)

Advertising Agency: TBWA/PHS, Helsinki
Creative Director: Mira Leppanen
Art Directors: Zoubida Benkhellat
Copywriter: Mira Leppanen

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2003

Cut (Poster)

Advertising Agency: TBWA/PHS, Helsinki
Creative Director: Mira Leppanen/Zoubida Benkhellat
Art Directors: Zoubida Benkhellat
Copywriter: Mira Leppanen

My Idea (Print)

Advertising Agency: TBWA/PHS, Helsinki
Creative Director: Mira Leppanen/Zoubida Benkhellat
Art Directors: Zoubida Benkhellat
Copywriter: Mira Leppanen

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2004

Drool (Poster)

Advertising Agency: TBWA/PHS, Helsinki
Creative Director: Mira Leppanen/Minna Lavola
Art Directors: Minna Lavolat
Copywriter: Mira Leppanen
Year: 2004

Lion Hunter (Commercial)

There’s a nature program on tv with VO. A baby is relaxing in front of the tv. The VO continues and after hearing the word “lion”, the baby begins to stare at the TV with excited eyes. Natural Born Director CFP–E and SHOTS Young Director Award

Advertising Agency: TBWA/PHS, Helsinki
Creative Director: Mira Leppanen/Minna Lavola
Art Directors: Minna Lavolat
Copywriter: Mira Leppanen
Director: Miko Iho

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2005

Alfred/Quentin/Woody (Print Campaign)

Advertising Agency: TBWA/PHS, Helsinki
Creative Director:  Zoubida Benkhellat/Minna Lavola
Art Directors: Minna Lavolat
Copywriter: Mira Leppanen

Swimmer (Commercial)

A pastiche of Tarsem´s Swimmer. The younger you start the better you get.

Advertising Agency: TBWA/PHS, Helsinki
Creative Director:  Zoubida Benkhellat/Minna Lavola
Art Directors: Minna Lavolat
Copywriter: Markku Ronkko
Director: Thomas Ericson
Production Company: Berghs School of Communication, Sweden

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2006

Eisenstein/Chaplin/Coppola (Print Campaign)

Advertising Agency: TBWA/PHS, Helsinki
Creative Director:  Zoubida Benkhellat/Minna Lavola
Art Directors: Minna Lavolat
Copywriter: Markku Ronkko
Shortlist

Jaws (Commercial)

Eisenstein (Commercial)

Advertising Agency: TBWA/PHS, Helsinki
Creative Director:  Zoubida Benkhellat/Minna Lavola
Art Directors: Minna Lavolat
Copywriter: Markku Ronkko

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2007

Balls/Mountain (Poster)

Balls (Commercial)

Advertising Agency: TBWA/PHS, Helsinki
Creative Director:  Zoubida Benkhellat/Minna Lavola
Art Directors: Minna Lavola
Copywriter: Markku Ronkko

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2008

Bunny/Gorilla (Poster)

Advertising Agency: TBWA/PHS, Helsinki
Creative Director:  Zoubida Benkhellat/Minna Lavola
Art Directors: Minna Lavola
Copywriter: Markku Ronkko

Gorilla -Full of Talent (Commercial)

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2009

Accident/Affair (Print Campaign)

Advertising Agency: TBWA/PHS, Helsinki
Creative Director:  Zoubida Benkhellat/Minna Lavola
Art Directors: Minna Lavola
Copywriter: Minna Lavola

Dirty Loundry (Commercial)

A ten-year-old boy sits down in front of a dressing table in a bedroom. He takes one of the lipsticks from the table, and puts it on. He then walks towards the wardrobe in his parent’s bedroom and takes out one of his father’s white shirts. He kisses the shirt collar staining it with red kissing marks. He then carries it to the washing room and drops it next to the laundry machine. As he wipes his mouth clean we cut to text: Born to create drama. Young Director Award by CFP-E/Shots

Advertising Agency: TBWA/PHS, Helsinki
Creative Director: Minna Lavola
Art Directors: Minna Lavola
Copywriter: Minna Lavola
Director: Lourens Blok
Production Company: Caviar, Amsterdam

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2010

Pool (Poster)

Advertising Agency: TBWA/PHS, Helsinki
Creative Director: Minna Lavola
Art Directors: Minna Lavola
Copywriter: Mira Ollson

Drama Queen (Commercial/Promo/Digital)

A thirty-something woman is driving a car while her 5-year-old daughter is peacefully sitting in the back seat.
The woman is being pulled over by a policeman for speeding.
The policeman notices the girl in the back seat, and comments with a friendly voice:
“Mummy a bit in a hurry, was she?”
The girl looks at the policeman with serious eyes and answers in a monotone voice:
“She’s not my mommy.”
She then lifts up a drawing pad where she has scribbled the word: HELP, and adds articulating: “Help me.”
“Step out of the car Madam!” The policeman orders strictly.
The girl looks mischievously towards the camera and a text appears: Born to create drama. Young Director Award by CFP-E/Shots

Describe the objective of the promotion.
To establish Young Director Award by CFP-E/SHOTS as THE competition for aspiring commercial film directors and to get as many entries as possible to the 2010 competition. (To be eligible, entries must be one of the first four commercials a director has directed.)
Describe how the promotion developed from concept to implementation
The concept, born to create drama, puts emphasis on the unique talent of young directors.
We felt the best way to promote a young director award show was to lead by example and give an inexperienced director an opportunity to shoot a script with strong viral-potential, and seed it out to aspiring commercial directors.
The film was broadcast on youth oriented programs, seeded to production companies and film schools and posted on facebook-sites and on youtube. To add interest among our target group, we also posted a making-of of the commercial on the youngdirectoraward.com-blog.
Describe the success of the promotion with both client and consumer including some quantifiable results
The link was sent to 1500 email-addresses including production companies and film schools. This led to over 265 000 hits on youtube in a few weeks (and counting). The film was discovered by traditional broadcast as best commercial of the month and got six free air times on prime time television, it was also picked up by over 30 online sites publishing the newest and the freshest of the industry and beyond.
The Youngdirectoraward.com site immediately received 76% new visitors with an average of 48 minutes on site.
Within a month, YDA received around 400 entries from young commercial directors around the world.
Explain why the method of promotion was most relevant to the product or service
The entry deadline was getting closer and it was the quickest way to make a strong impact and get a response from our target group. Young commercial directors live and breath quality commercials. That is their passion.
It was crucial to be a fast success on youtube, which is the place where young directors seek references and inspiration on a daily basis. Writing a script with strong viral potential and shooting it with an inexperienced young director (24-year old Rogier Hesp) inspires other young and up-coming directors to fulfill their own dreams.
Supporting and inspiring talent is the sole purpose of Young Director Award by CFP-E/Shots.

Advertising Agency: TBWA/PHS Helsinki
Copywriter: Mira Olsson
Art Director: Minna Lavola
Production Company: L-A-D-A, Amsterdam
Director: Rogier Hesp

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2011

Time for dinner (Poster)

Advertising Agency: TBWA/PHS, Helsinki
Creative Director: Minna Lavola
Art Directors: Minna Lavola
Copywriter: Mira Ollson
Year: 2011

Pool Guy/Grandpa/Closet (Print Campaign)

Advertising Agency: TBWA/PHS, Helsinki
Creative Director: Minna Lavola
Art Directors: Minna Lavola
Copywriter: Mira Ollson
Year: 2011

Double Life (Commercial)

A 5-year-old girl is sitting in a swing, while her dad is pushing her. Her dad’s mobile rings and he steps away to take the call. The girl spots a couple that are having their wedding picture taken close by: they look besotted by each other and gladly take different poses while the wedding photographer directs them. Suddenly the little girl runs joyfully to the newlywed man and shouts:
“Daddy, daddy!“  Hugging the confused mans leg, she looks up to him and innocently continues: “Where’s mommy?”
The bride is in shock. We zoom closer to the little girl, as she looks into the camera with a mischievous smile.
Cut to text: Born to create drama.

Advertising Agency: TBWA/PHS, Helsinki
Creative Director: Minna Lavola
Art Directors: Minna Lavola
Copywriter: Mira Ollson
Directort: Ben Brand
Producton Company: Caviar, Amsterdam

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