2009 ECHO Award - AMDIA

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SILVER FACULDADE ANHANGUERA NEEDED TO BOOST ADMISSIONS EXAM ENROLLMENT in a time of aggressive competition among Brazilian universities. Its campaign targeted lower income youth, inviting prospects surfi ng education sites to view Brazilian celebrity Ana Hickmann’s recent commercial. Interested prospects provided their name and cell phone number before watching a video about the making of the TV commercial. During the video, participants were surprised by a call from Ana Hickmann. Viewers could also share the experience by entering friends’ email addresses and phone numbers. Using just 3% of the communications budget, the campaign drew 18,000 interactions in one month. CAMPAIGN NAME – Web Video Call Anhanguera CONSUMER ADVERTISING MEDIUM – Multimedia AGENCY – OgilvyOne CREATIVE DIRECTOR – Reinaldo César Jr. ART DIRECTOR – Fernando Passos ART DIRECTOR – Leonardo Yabu COPYWRITER – Nathalie Lourenço COPYWRITER – Marisa Rigon GROUP ACCOUNT DIRECTOR – Denise Caruso ACCOUNT DIRECTOR – Maria Laura Alzueta 26 BUSINESS AND CONSUMER SERVICES PLANNING – Silvia Curiati PLANNING – Ana Raquel Renovatto PROGRAMMER – PontoMobi – Rafael Arruda Grostein FILM DIRECTORS - NUCLEAR – Oscar Rodrigues and Alexandre Cruz CLIENT – Faculdade Anhanguera MARKETING MANAGER – Maristela Poli Guanais BRONZE THE SWEDISH ADVERTISING ASSOCIATION HOPED TO RAISE AWARENESS of membership benefi ts among its new and existing members. It chose to do so by putting a spin on its long-standing tradition of sending new members a cake. Instead of sending a readymade cake, it presented its members with a cake kit to make their own, with each ingredient representing one of the many benefi ts of membership. Once completed, participants were encouraged to share their creations online with other members. The campaign managed to wow a traditionally hardto-impress audience with its creativity, drawing 30 new agency members and exceeding goals by 20%. CAMPAIGN NAME – Bake a Cake BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Multimedia AGENCY – Ogilvy CREATIVE DIRECTOR – Christina Knight ART DIRECTORS/DESIGNERS – Jenny Ström/Helena Thorsell COPYWRITER – Christina Knight ACCOUNT DIRECTOR – Martin Agebrandt ACCOUNT MANAGER – Tina Solfeldt CLIENT – The Swedish Advertising Association MARKETING MANAGER – Bon-Hee Nilsson
BRONZE SHACKLETON WISHED TO SEND A HIGHLY CREATIVE CHRISTMAS GREETING to impress clients, so it showcased its abilities with the gift of a farewell party for President Bush. The agency launched a site that provided party kits, including invitations, music, and cocktail recipes. In addition, minispots were broadcast on social media outlets to spread the word. Mailings to 500 recipients—including President Bush—marked the event with souvenir watches. The agency’s own farewell party was joined by 1500 parties in 50 countries. Major media coverage including American CNN, and the site drew nearly 75,000 online visitors, with 10,000 blog and social media references. CAMPAIGN NAME – Bush Bye Bye Party BUSINESS-TO-BUSINESS AND CONSUMER ADVERTISING MEDIUM – Multimedia AGENCY – Shackleton GENERAL CREATIVE DIRECTOR – Juan Nonzioli EXECUTIVE CREATIVE DIRECTOR – Alfonso Marian INTERACTIVE EXECUTIVE DIRECTOR – Enric Nel-lo CORPORATE DEVELOPMENT MANAGER – Alex Baixas COMMUNICATIONS DIRECTOR – Luciana Borges CREATIVE DIRECTOR – Nacho Guilló, Victor Aguilar, Pablo González de la Peña, Antonio Herrero IBM NEEDED TO PROMOTE ITS NEW WEB 2.0 COLLABORATIVE SOFTWARE DEVEOPMENT TOOLS. A campaign reached out to members of software development teams with a viral email introducing Mr. Fong, a developer lost in space who needed help contacting his team. Once directed to a landing page, recipients were provided various tools, including IBM’s software, to help Mr. Fong contact his team. Questions from Mr. Fong’s colleagues helped introduce various aspects of IBM’s software. Mr. Fong also interacted with prospects through accounts on YouTube, Twitter, and Facebook. Viral videos had open rates of 19% and 20%, and eventually led to trial downloads. CAMPAIGN NAME – Connect Mr. Fong CONSUMERADVERTISING MEDIUM – Email and Instant Messaging & Web Advertising AGENCY – Ogilvy New York VICE CHAIRMAN, CREATIVE, OGILVY NEW YORK – Chris Wall EXECUTIVE CREATIVE DIRECTOR – Susan Westre CREATIVE DIRECTOR – Vicki Azarian CREATIVE DIRECTOR – Chris Lindau ART DIRECTOR – Sally Kim ART DIRECTOR – Mike Tunney COPYWRITER – Steven Schroth COPYWRITER – Ben Heller BUSINESS AND CONSUMER SERVICES DMO ACCOUNT TEAM – Carmen Santamaria, Gemma Martin, Elisa Martinez, Cyril Pierre AUDIOVISUAL PRODUCTION TEAM – Manuela Zamora, Pablo García Acón GRAPHIC PRODUCTION TEAM – Itxaro Vicuña, Susana Herraez ART DIRECTORS – Alfredo Ustara, Alex García, Maria Salomon DIGITAL CREATIVE TEAM – Jaume Leis, Carlos Wassmann, Daniel Rocasalbas, Victor Castillo, Carlos Jiménez AVID EDITING TEAM – Jordi Canela, Paula Cuadrado, Paloma Martin CLIENT – Shackleton INTERACTIVE PRODUCTION – Jason Shevchuk INTERACTIVE PRODUCTION – Valerie Valoueva CLIENT – IBM Corporation 27
Page 1: WINNERS PROGRAM 2009 1
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OPERATION CHRISTMAS Information Tec
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UNION FAMILY INSURANCE - SIMPLIFIED
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HOW ECHO JUDGING WORKS T he Interna
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Gloria Kurant Kurant Direct Inc. Ch
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OgilvyOne Worldwide, Malaysia Kuala
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2009 ECHO Award - AMDIA

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