www.lionsdailynews.com friday, june 24 , 2011

10 NEWS
Bob Scarpelli
FRIDAY, JUNE 24,2011
Scarpelli advises
Titanium jurors to
take broad view
TITANIUM and Integrated jury
president Bob Scarpelli has
asked jurors to remember that
the award should reflect the state
of the industry and where it is
going.
“I’ve instructed them to think
of this award as a beacon, especially
to young creatives, of
where the industry is going.”
Scarpelli, chairman, DDB Worldwide,
said the Titanium and Integrated
awards were founded
on a special premise. “We wanted
to step back and recognise
ideas that point the way forward.
In that sense, we’re looking for
bold and brave work that has-
n’t been done before and that
carries across as many media
as applicable.”
The social media boom has
opened up a whole new world
of creativity, Scarpelli said.
“We’re seeing people inventing
media in their interaction
with customers, and using social
media to create events and even
movements.
“We have the opportunity to
award Titanium, one of the most
exciting awards ever, at one of
the most interesting times ever.
It’s a time when young people
use technology almost instinctually
to create.” ^
TITANIUM AND INTEGRATED JURORS
FERNANDA ROMANO, EURO RSCG,
BRAZIL
“From what I’ve seen so far, I’d like to
recommend some rethinking of how the cases
are presented. There are a lot of adjectives being
thrown around like ‘first ever’, ‘revolutionary’
and ‘took over the world’. To begin with, you only
have a few minutes to present the case. I’d rather
see facts than adjectives. I’m also seeing a real
focus on transparency and realism in the cases
being presented”
PABLO DEL CAMPO, DDB WORLDWIDE,
ARGENTINA
“I think that it is important to reorganise the
category so that the big idea is presented first.
I’m seeing three problems: the idea doesn’t
appear until the middle of the case study, or it’s
very good but the presentation is weak, or the
presentation is good but the idea is weak. There
appears to be a fair amount of redundancy and I
guess my feeling so far is that the entries are
losing their simplicity”
LINUS KARLSSON, TAXI, USA
“From what I’ve seen so far, the concept of trying
to marry technology with real-life experiences is
really a trend. So clearly the award-winning The
Fun Theory for Volkswagon Sweden made a
huge impact last year. I’m also seeing that
technology is making things a lot more
democratic, and there are many more entries
with big ideas coming from smaller markets. But
I’m also seeing way too much about the
awesomeness of technology. Some work is so
much about technology that the idea is
forgotten”
Cheil Worldwide’s Do-hoon Lee left:, Bruce Haines, Won-koo Huh and Jaewook Nam
Cheil says historic Grand
Prix win is victory for truth
SOUTH KOREA’s largest advertising
agency, Cheil Worldwide,
in winning the country’s first
Grand Prix ever has sent a message
to creatives around the
world to be true to yourself and
your market. That is the word
from Bruce Haines, global chief
strategy officer for Cheil Worldwide.
Cheil won the Media
Grand Prix for best use of outdoor
for its Homeplus Subway
Virtual Store entry for Tesco,
as well as four Gold Lions.
Haines said the Tesco campaign
represented a new confidence
in Korean creativity. He added:
“In looking at the Korean ad
agency in the recent past, I’d
say it always felt it had to learn
from other markets. That
meant, to a degree, that a lot
of work that came out Korea
IMAGINE being asked to test
drive the car of your dreams,
any time, from anywhere, in real
time, via your computer keyboard.
Not only did B-Reel, the
US production company, make
that a reality for a Mitsubishi
LiveDrive car campaign last
autumn, but it also plans to use
similar campaigns to show, at
the Digital Schmigital For 2012
session on Saturday, how production
companies need to
evolve in the digital age.Using
GPS and robotics technologies,
B-Reel enabled consumers to
try out Mitsubishi’s car using
their keyboards’ arrows during
the 10-day campaign by ad
agency 180 Los Angeles.
was derivative, and juries may
have felt that what they were
seeing was something that wasn’t
original.” The Tesco campaign,
he said, “is a brilliant
combination of Korean thinking,
Korean technology and
answering a particularly Korean
problem. In that, it has an
honesty that can be related to
on a global level.
“What I love about the four
Gold wins is that there were
different juries —Outdoor,
Direct and Media — all coming
from different points of view
but all agreed it was an outstanding
piece of work.” The
wins “will give enormous confidence
to Korean creatives that
they don’t have to look to Western
markets or Japan for creative
leadership.” ^
Max Ahlborn (left) and Petter Westlund: define greatness
B-Reel maps out the route
for creating digital winners
“We want our panelists to define
what they believe is a great piece
of work in the digital space, and
to explain what it takes to sustain
that quality repeatedly,”
said Petter Westlund, creative
director at B-Reel. “Digital is
any kind of interactive experience,
and advertising agencies
need to know what is possible
before they can present those
ideas to their clients,” added
Max Ahlborn, B-Reel’s executive
producer. B-Reel is the production
company behind Cyber
Grand Prix winner The Wilderness
Downtown, an interactive
music video produced in collaboration
with Google Creative
Lab and director Chris Milk.^