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

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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Volkswagen Fox/Short but Fun – Complete Case History



A robbery. A burger. A dance contest. An overdose. A shot in the head. A robbery. Watch Hollywood’s legendary blockbuster “Pulp Fiction” in 30 seconds. Short and fun. Just like the VW Fox.

A ship, a man, a woman. Ship sinks. Man dead. Woman alive. Watch Hollywood’s legendary blockbuster “Titanic” in 30 seconds. Short and fun. Just like the VW Fox.

Vacant hotel. Lonesome family, sick father. Psychic power. Bloody ending. Watch Hollywood’s legendary blockbuster “Shining” in 30 seconds. Short and fun. Just like the VW Fox.

A great white shark. Lots of dead people. A bunch of fearless men. A dead shark. Watch Hollywood’s legendary blockbuster “Jaws” in 30 seconds. Short and fun. Just like the VW Fox.

An obsessed girl. A priest. An expulsion. A dead priest. Watch Hollywood’s legendary blockbuster “The Exorcist” in 30 seconds. Short and fun. Just like the VW Fox.

A space ship. An alien. A nightmare. One survivor.
Watch Hollywood’s legendary blockbuster “Alien” in 30 seconds. Short and fun. Just like the VW Fox.

A princess. A dark lord. A Jedi. A death-star. A battle. A happy end. Watch Hollywood’s legendary blockbuster “Starwars” in 30 seconds. Short and fun. Just like the VW Fox.

CASE HISTORY
Question: What do one German mini-car, six Hollywood blockbusters and a fast-talking cast of cartoon bunnies have in common? Answer: They all figured prominently in a wildly original and successful TV advertising campaign that last year earned a Gold World Medal in the International Awards Group’s 2006 Advertising and Marketing Effectiveness (AME) Awards.
The mini-car in question is the Volkswagen Fox, a sporty compact car aimed at youthful, first-time car buyers. The ad campaign, created for Volkswagen AG by DDB Düsseldorf and built around the tagline “Short but Fun,” featured 30-second, animated versions of six international film hits, including Titanic, Jaws and Pulp Fiction. And the bunnies? They took the place of the films’ human characters, adding an element of the outrageously hip to the spots that captivated German audiences during the campaign’s brief, four-day run.
The AME Awards committee, comprised of a multi-cultural and international cross-section of top marketing executives, recognizes integrated marketing campaigns that are fresh, creative and above all, successful.  Campaigns that demonstrate innovative problem solving, and that achieve specific business goals using well-crafted concepts, inspired marketing strategies and an effective combination of traditional and/or alternative media tactics.

Volkswagen’s “Short but Fun” campaign met all these criteria, achieving extraordinary, measurable results for the German car manufacturer that exceeded its campaign objectives and proved it could capture an audience of very critical media users on a very tight production and media budget.

A Clear Objective
Volkswagen introduced the Fox in the spring of 2005 into the price-driven mini-car segment. Despite Volkswagen’s premium image and the Fox being slightly higher priced than the competition, it soon became the market leader.
The launch campaign emphasized the idea that in opting for economy, buyers would not have to compromise quality and reliability. This notion appealed to buyers at all levels, however the next phase of communication would need to sharpen the Fox’s profile among its main target audience: youthful, first time car buyers between the ages of 18-25.

A Moving Target Audience
While highly desirable, this group is the hardest to reach through traditional advertising methods. They have grown up being bombarded by messaging from multiple communication channels and have a very short attention span. If content does not grab them immediately, they turn elsewhere.  DDB faced a formidable challenge in coming up with a strategy to capture their attention and motivate them to action.

Inspired Creative Strategy
“We developed a very creative positioning for the VW Fox: short but fun,” said DDB’s Luis Ramirez.  That’s the message we wanted to communicate: a small car that is fun to drive and does not cost a fortune.  The ideal car for young people.”
The ‘Short but fun” positioning also was developed to differentiate the Fox from its competitors’ cliché lifestyle advertising, which implies that one need only drive a certain car to be more active, attractive and popular. Rather, the ‘Short but fun” messaging conveyed that driving a Fox provides a concentrated, intense form of fun that doesn’t depend on others’ approval; the type of enjoyment that young, upwardly mobile people seek.
In order to illustrate this concept, the agency teamed with artist Jennifer Shiman, whose 30-second, animated versions of cinema classics – starring floppy-eared versions of Hollywood’s A-list – were sure to stop young, media-savvy consumers in their tracks.
“To get this target group excited about the Fox, we created a funny communication platform: http://www.shortbutfun.com,” said Ramirez. “There, site visitors could find a variety of short and fun content, including short films. So we were looking for endlessly long films, told in a very short time.  When we discovered the movies of Jennifer Shiman on the Internet, we realized that they perfectly matched our positioning and had to part of our platform.  We contacted her and discussed a potential cooperation.  She was very excited to work with us. We had to animate and cut the films created by Jennifer so that they matched with the already shot Fox ending. The result: six crazy films, loved by everybody.”
An interesting note: though the commercials appeared only in Germany, they were run in English, in order to speak pointedly to the young target audience.

Innovative Media Strategy
In order to keep media costs down, DDB decided to air the commercials for only four days and make the Internet the main communication channel. This was a risky decision, however the concepts and creative were so strong that DDB felt that viewers would flock to the Fox’s microsite to see more. To ensure that the campaign reached the maximum number of desired audience members, the agency chose a very targeted media strategy, running the commercials on music channels such as MTV, and choosing weekend spots during entertainment shows rather than mid-week spots between shows.
Once on the “Short but fun” web site, viewers could watch all the commercials as movie streams. In order to engage the viewers further, they were asked to rate each commercial. In addition, a banner ad with a link to the Fox product web page was prominently positioned on the home page so that users could learn more about the Fox.

Dazzling Results
The primary, direct communication objective of the “Short but fun” campaign was to generate 20,000 visits to the shortbutfun.com homepage. Within only four days, over 31,000 visits were counted, exceeding the original goal by 56 percent.
The agency also projected the campaign would generate 2,000 email addresses and increase traffic to the Fox product web page by 10 percent.  After four days, over 8,000 users provided their addresses in order to receive more information, and the number of visitors to the web page increased by 37 percent.
Further, qualitative research indicated high recall and positive reactions among viewers, demonstrating that the campaign did indeed achieve its objective of raising the Fox’s profile among young, first time car buyers.

Advertising Agency: DDB Dusseldorf
Creative Director: Jennifer Shinan/Eric Schoeffler
Copywriter: Tim Jacobs
Art Director: Jennifer Shiman/Christian Brenner
Production Company: Angry Alien Productions, Los Angeles
Director: Jennifer Shinan


Honda – The story of Grrr



Honda introduced their i-CTDi diesel car engine in 2004 with what became a multi-award-winning television commercial known as “Grrr” and “Hate/Change”. We open up on an animated scene – tropical flowers, green manicured meadows, crystal clear lakes and mountains lit by sun rays. The hedges are trimmed with the letters, H, A, T and E. We soon see why the environment has developed this ‘hate’. Noisy, smoky diesel engines zoom through the environment, hassling the wildlife. The rainbow gives one of the engines the flick. White bunny rabbits take on ear muffs before shooting arrows at an engine. And hey – something changes. The engine is now clean, noiseless and friendly to the environment.

The concept for the ad comes from the Honda lead engineer being asked to design a diesel engine. Kenichi Nagahiro had long resisted the idea, on the grounds that diesel engines were smelly and noisy, bad for the environment. But his hate for the diesel engine led to the development of a new engine much kinder on the eyes, ears and nose, not to mention the animals. The engine was fitted in the new Accord and introduced to the UK in early 2004.

The lyrics for the Honda Diesel Hate ad are sung by Garrison Keillor, American author and voice artist, along with Wieden + Kennedy writers and whistlers Michael Russoff, Sean Thompson and Richard Russell, under the band name “Be Nice to the Pigeons”.

Here’s a little song for anyone who’s ever hated…
in the key of Grr

Can hate be good?
Can hate be great?
Can hate be good?
Can hate be great?
Can hate be something we don’t hate?
Whistling…

We’d like to know
why it is so
that certain diesels must be slow
and thwack and thrum
and pong and hum
can clatter clat
Hate something
Change something
Hate something change something
Make something better
Whistling…

Oh isn’t it just bliss
when a diesel goes just like this?
Whistling…

Sing it like you hate it…
Hate something
Change something
Hate something
Change something
Make something better

The ad features creatures associated with environmental protection, innocence and joy… butterflies, swans, peacock, deer, humming birds, frog, chickens, bunnies, seahorses, turtles, goats, penguins, pink flamingos, robin, dolphins, seals and a ladybird.
The campaign also came out with an online flash-based game featuring a rabbit that visits nine environments, eats carrots, and changes shoddy technology into environmentally friendly features.

FOR IMMEDIATE RELEASE 27 Sep 2004

HONDA ASKS – CAN HATE BE GOOD?

Honda’s latest TV ad has Garrison Keillor singing …. and explains why hate can sometimes be a positive emotion!
‘Hate something, change something’ is the theme for Honda’s first ever diesel engine TV commercial, which breaks this week (1 Oct). Entitled ‘Grrr-, the 90 second commercial takes the viewer on a journey through an optimistic animated world of ‘positive hate’. The film tells the story behind the creation of Honda’s first diesel in a unique way. Kenichi Nagahiro, the company’s chief engine designer and inventor of the celebrated VTEC engine, hated diesel engines, hated how noisy, smelly and dirty they were. When asked to design Honda’s first diesel he flatly refused – unless he was allowed to start completely from scratch. The result is one of the cleanest, most refined diesel engines on the market today, the 2.2 i-CTDi. Cute bunnies, pretty flowers and rainbows – things typically associated with positive imagery – show their dislike of dirty, noisy, smelly diesel engines by destroying them in exchange for something better. They joyfully celebrate the arrival of Honda’s new diesel. And throughout the film Garrison Keillor sings a specially written folk song in which he asks the question ‘Can hate be good?’ Wieden + Kennedy, which produced the advertisement, were captivated by the idea of talking about Hate as something positive, a passionate force that could actually be turned to good use, and the slogan ‘Hate Something, Change Something’ was born. ‘One of the biggest challenges was how to talk about hate in a really positive way that felt right for Honda,- says Kim Papworth, Creative Director at Wieden + Kennedy, London. ‘Writing a song and creating an animated world of positive hate was the natural next step. The commercial breaks as a 90- in cinemas from 24 September and launches on TV from 1 October as a 90- and 60-. The campaign will be supported by press, radio, and interactive TV, as well as extensive content on Honda.co.uk.

Honda Grrr on Wikipedia

Advertising Agency: Wieden+Kenndy, London
Executive Creative Director: Wave London
Creative Director: Tony Davidson/Kim Papworth
Copywriter: Sean Thompson/Michael Russoff/Richard Russell
Art Director: Sean Thompson/Michael Russoff/Richard Russell
Production Company: Nexus Productions, London
Director: Adam Foulkes/Alan Smith