Why is it called “LION” if the ones who always win are “BEARS”?

Budget Car Rental – RANGER

The Budget marketing team considers promoting the Ford Ranger by letting a customer become a forest ranger. Cut to a man dressed as a Ranger in the woods. A bear vomits all over him … The marketing team rejects the idea
Advertising Agency: Cliff, Freeman and Partners, USA
Year: 2000
Gold Lion for the campaign

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, USA
Year: 2001
Gold Lion

Miller Lite Beer – BEAR

In this spot we witness a bear’s candid audition to become the next voice and face of Miller Lite. The audition is taken from that of a real actor.

Advertising Agency: Y&R Chicago
Year: 2006
Bronze Lion for the campaign

Duende Azul (Costume Shop) – BEAR

Advertising Agency: Ogilvy & Mother Santiago
Year: 2007
Gold Lion for the campaign

Alka Seltzer – BEAR

Advertising Agency: CLM BBDO, France
Year: 2009
Gold Lion for the campaign

BIC/Tipp-Ex – A HUNTER SHOOTS A BEAR

To celebrate the back to school period, Tipp-Ex®, BIC Europe Group’s brand, leader on the European market of correcting products, goes on Youtube with an interactive campaign as funny as surprising. In this viral video, french agency Buzzman puts face to face a bear and a hunter, offering the viewers to choose what ending they want to see by changing the title of the vidéo directly on Youtube thanks to the Tipp-ex corrector! More than 50 different hilarious endings can thus be discovered. The campaign is logically signed: Tipp-Ex®, white and rewrite.


Describe the brief from the client: to coincide with the back-to-school period, Tipp-ex, an European correction fluid company, wants to promote online its whiteout Pocket Mouse. The target is pupils, students and customers of Tipp-ex.
The strategy was to turn an ordinary product into a unique and ground-breaking interactive experience on YouTube. Our strategy was to create a specific relation between this target and the brand, and thus virally spread the Tippexperience.

Describe how the promotion developed from concept to implementation: an interactive YouTube rich media campaign. It starts with a video on YouTube featuring a hunter out in the woods and suddenly facing a bear. At the end of the video the viewer decides whether the hunter should shoot the bear or not. Whatever the choice is, the hunter grabs the Tipp-Ex Pocket Mouse from the banner next to the video, whites out the word « shoots » and invites viewers to choose the end of the story by writing their own verbs directly in the title of the video. For each action, there’s a video response.

Explain why the method of promotion was most relevant to the product or service: the interactive campaign drew viewers into a choose-your-own-story-style video journey. The effort broke down the boundaries of YouTube for the first time, utilising the whole screen to exemplify the use of its whiteout product. 42 alternative scenes were shot so anything you write gets a video response. The possibilities are infinite. With the signature « White and Rewrite », the video on YouTube and the interaction, the campaign is very appropriate to the brand and to the target.

Advertising Agency: Buzzman, France
Year: 2011
4 Silver Lion (Media, Promo and Direct)
Bronze Lion for Interactive Film

BUND/Environmental Awareness – BROWN BEAR

Advertising Agency: Scholz & Friends, Berlin
Year: 2011
Gold Lion for the campaign

BIC/Tipp-Ex – Hunter and Bear’s 2012 Birthday Party

It’s a sequel to the  2010 Shoot the Bear Youtube Campaign. Partying away at the Bear’s birthday bash in 2012, the Hunter and his furry friend are faced with an earth-destroying meteor in the sky above them. You can choose to end the party or keep it going by picking a year for the two to travel to, whiting out 2012 and entering the year of your choice. The campaign includes 46 different scenes, eight of which are interactive.

Advertising Agency: Buzzman, France
Year: 2012
Lion?

Canal + – The Bear

Advertising Agency: BETC EURO RSCG, Paris
Year: 2012
Lion?