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
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
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
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
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
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
“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
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
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
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
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
An extremely clever ad — one from your childhood. A slightly surreal look at all the things you can make out of a box a Lego. Narrated by Tommy Cooper, a battle ensues between a mouse which, when threatened by a cat, turns into a dog. The cat turns into a dragon and so on, to a submarine and a submarine-eating kipper. The submarine eventually morphs into an elephant, the mouse rebuilds and the elephant faints. Lego: It’s a new toy every day — just like that! Agency: TBWA London
Creative: Mike Cozens; Graham Watson
Director: Ken Turner
Production: Clearwater Films
Producer: David Mitten
Director of Photography: Tom Harrison
Editor: Patrick Udale Year: 1981 Grand Prix
FAMOUS CHILDREN
Lego representations of famous people: a dinosaur (Spielberg), a bed (Madonna), a football (Pele), windows (Bill Gates), a man levitating (David Copperfield), a broken man (Mike Tyson). Agency: DM9 Publicidade
Creative Director: Nizan Guanaes
Copywriter: Nizan Guanaes
Production Company: Jodaf/Joao Daniel Film
Director: Joao Daniel Tikhmoiroff Year: 1995 Gold Lion
BOX
A group of officials arrive at the house of an ordinary boy to discover that he’s created something extraordinary, which he keeps in a box. All ideas start with imagination. Agency: BBH
Creative Director: John Hegarty
Copywriter: Roger Beckett
Art Director: Andrew Smart
Photographer: Gorgeous Enterprises
Director: Frank Budgen Year: 1999 Bronze Lion
SHELF
Headline: All toys, in one Agency: DPZ Propaganda
Creative Director: Jose Zaragoza/Carlos Rocca
Copywriter: Giovana Madalosso
Art Director: Janaina Pergira
Photographer: Lucio Cunha Year: 2002 Shortlist
WALL
Headline: The power of the brick Agency: Lowe, New York
Creative Director: Gary Goldsmith/Dean Hacohen/Bruce Hopman
Art Director: Elizabeth Maertens Year: 2002
ARROW/HAND
Headline: The most interactive toy. Agency: DPZ, San Paulo
Creative Director: Carlos Silverio/Francesco Petit
Copywriter: Roberto Kilciauskas
Art Director: Fernanda Fajardo
Photographer: Marcel Vieira Year: 2004 Shortlist
STREET BUILDING Agency: Ogilvy & Mather Santiago
Creative Director: Cesar Agost Carreno
Copywriter: Felipe Manalich
Art Director: Sergio Iacobelli/Sebastian Alvarado
Photographer: Juab Carlos Sotello Year: 2005 Grand Prix (Outdoor Lions)
PERISCOPE/CAT Agency: FCB Johannesburg
Creative Director: Bret Morris
Copywriter: Lance Vinning
Art Director: Lance Vinning/Charles Foley
Photographer: Gerard Turnley Year: 2006 Grand Prix (Press Lions)
FIRE STATION/HANGAR/TRAIN STATION Agency: Saatchi & Saatchi Singapore
Creative Director: Andy Greenway
Copywriter: Stuart Harricks/Roger Makak
Art Director: Stuart Harricks
Photographer: Dean Zillwood/IDC Year: 2006 Silver Lion for the campaign (Press)/Bronze Lion for the campaign (Outdoor)
BOX Agency: Saatchi & Saatchi Singapore
Creative Director: Andy Greenway
Copywriter: Stuart Harricks/Roger Makak
Art Director: Stuart Harricks
Photographer: Sam & Boomerang Year: 2006 Shortlist
COSTRUCTION SITE
Describe the communication goal
LEGO wanted their communication to focus more strongly on the core product: the basic blocks. And at the same time, they still wanted to inspire children of all ages and to stimulate creativity and innovation. Innovative Media Strategy
Construction sites are normally very boring and makes the surroundings ugly. But by turning the containers placed there into giant LEGO blocks it gave consumers a surprise, making their everyday life a bit more colourful and creative. They could “play on” themselves and start imaging how to build on. As one consumer said: “I was just standing there, waiting for a giant boy to come and build”. The media became the talk of the town. Even the Mayor of Copenhagen was proud of what it did to the city and praised it in several newspapers and television. Engaging Creativity
LEGO is known for stimulating creativity. Transforming containers on construction sites across the country into giant, colourful LEGO blocks confirmed this for the consumer. And with no logos it also became a pleasent surprise in their everyday life. Was it and ad or wasn’t it? Nobody doubted that LEGO was the brand behind it though. Encompassing the Audience
By turning containers into outstanding giant LEGO blocks it gave consumers a big surprise, making their everyday life more colourful and creative. In several weeks, the LEGO blocks became the talk of the town. Effectiveness
- Massive media coverage in more than 20 national newspapers and magazines, national television and radio
- City mayors praising the project
- Hundreds of thousands consumers travelling by the blocks led to maximum awareness on the communication goal.
Agency: ADVANCE, Copenhagen
Copywriter: Michael Pedersen
Art Director: Kenneth Opsund Year: 2006 ShortlistCOSTRUCTION
Agency: IDB/FCB Santiago
Creative Director: Rodrigo Gomez/Michael Angel Cerdeira
Copywriter: Rodrigo Figueroa
Art Director: Michael Angel Cerdeira Year: 2006 ShortlistBUILDERS OF TOMORROW
The image is a tribute to “Lunch atop a Skyscraper (New York Construction Workers Lunching on a Crossbeam)”, a photograph taken by Charles C. Ebbets on the 69th floor during construction of the GE Building at Rockefeller Center in 1932.
Agency: JUNG Von MATT, Hamburg
Creative Director: Arno Lindemann/Bernhard Lukas
Copywriter: Daniel Schaeferk
Art Director: Szymon Rose
Photographer: Achim Lippoth Year: 2007 Gold LionPLANE/DINOSAUR/BOAT/TANK
Agency: Blattler Brunner, Pittsburg
Creative Director: Jay Giesen/Dave Kwasnick
Art Director: Derek Julin Year: 2007
POLYPLAYPYLENE
Describe the objective of the promotion.
Like no other toy, LEGO is a symbol of fun and creativity. To mark the fiftieth birthday of LEGO in Germany, the idea was to rekindle media representatives’ and LEGO partners’ excitement for LEGO with a high-quality mailing.
Describe how the promotion developed from concept to implementation.
LEGO fan and designer Reginald Wagner conceived, designed and photographed his personal LEGO memories with a pinhole camera to keep them from fading. The book’s format is adapted from the form of an individual LEGO brick. The book cover and the flipside are made of real LEGO plates. Journalists were sent the book and could put their name on the cover and share their memories with the designer. Explain why the method of promotion was most relevant to the product or service.
The title of the book POLYPLAYPYLENE means “plastic that has been played with often” and that’s precisely what this book is about. Endless imagination, an endless number of construction combinations and stories from the LEGO worlds: towns, castles and space. Describe the success of the promotion with both client and consumer including some quantifiable results.
The first, exclusive edition is out of print; the feedback was overwhelming. A paperback edition of “Polyplaypylene” is currently in print for wider circulation.
Agency: Kolle Rebbe Werbeagentur GmbH/Korefe
Creative Director: Katrin Oeding
Copywriter: Alexander Barom
Art Director: Reginald Wagner
Photographer: Reginald Wargner
Year: 2007
Shortlist
CONTROL
Agency: Ogilvy & Mather Santiago
Executive Creative Director: Sebastian Alvarado/Nicolas Lopez
Creative Director: Felipe Manalich
Copywriter: Felipe Manalich
Art Director: Felipe Manalich/Sebastian Alvarado Year: 2008 Shortlist (Press)/Shortlist (Outdoor)RUBIK’S CUBE/BRICK
Agency: JUNG Von MATT, Hamburg
Creative Director: Jan Rexhausen
Art Director: Keat Aun Tan
Photographer: Keat Aun Tan Year: 2008 ShorlistWALL/TANK/ALI
Agency: Leo Burnett, Moscow
Creative Director: Mikhail Kudashkin
Art Director: Arina Avdeena
Copywriter: Rodrigo Linhaners Year: 2011 Gold Lion for the campaign
BRICK THIEF
Agency: Pereira & O’Dell, San Francisco
Executive Creative Director: PJ Pereira
Creative Director: Kash Sree
Copywriter: Jaime Robinson
Art Director: Jason Apaliski
Production Company: Stimmung, Santa Monica
Director: Blue Source Year: 2011 Shortlist
ARMCHAIR/CAR
Creatives: Jacques Denain, Nicolas Dumenil
Year: 2011
WORDS PUZZLE CAMPAIGN: CROCODILE/SPACESHIP/TRACTOR
The ads appeared on four consecutive pages. LEGO is a company that has fostered imagination, invention and creativity for over 60 years. So it is unusual for these ads to feature only long copy with minimal imagery. However, upon reading each of these scenarios the ad comes to life in a way that is unique only to the reader and how they see these playtime scenarios in their mind’s eye. Typographic elements of kerning contrasted with tracking allow the reader to almost get lost in the copy selecting keywords for their imagination. The fourth ad in the series, “Yellow Brick” features a notepad with the tagline “Every LEGO brick tells a story. Build yours.”
Advertising Agency: Pereira & O’Dell, Brazil
Chief Creative Officer: PJ Pereira
Creative Director / Copywriter: Aricio Fortes
Creative Director / Art Director: Paulo Coelho
Account Executive: Lo Braz
Illustrator: Eduardo Gomes
Year: 2012
