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LIONS 2012<br />
DAILY NEWS<br />
PUBLISHED BY BOUTIQUE EDITIONS - WWW.LIONSDAILYNEWS.COM SUNDAY, JUNE 17, 2012
LIVE!<br />
TODAY TODAY<br />
AT THE DEBUSSY<br />
DEBUSSY<br />
GEORGES ST-PIERRE<br />
MMA WELTERWEIGHT CHAMPION<br />
DISCOVER HOW SOCIAL MEDIA HELPED TURN A FEARED FIGHTER<br />
INTO ONE OF THE WORLD’S MOST LOVED POP CULTURE ICONS.<br />
CREATING A SUPER-HUMAN BRAND<br />
15:30 PM DEBUSSY THEATRE<br />
SUNDAY, JUNE 17TH
TODAY’S SEMINARS<br />
LIONS 2012<br />
DAILY NEWS<br />
PUBLISHED BY BOUTIQUE EDITIONS - WWW.LIONSDAILYNEWS.COM SUNDAY, JUNE 17, 2012<br />
11.30 GOVIRAL:<br />
ENGAGING GENERATION SOCIAL<br />
The next mass medium could be<br />
called social mixed media. It consists<br />
of all previous media in one,<br />
mixed in new and increasingly<br />
amazing ways. While the big<br />
screen might still be in the living<br />
room, under the surface social<br />
media is boiling and it is the GenY<br />
digital natives who are driving<br />
change<br />
12.30 CHINA ADVERTISING<br />
ASSOCIATION PRESENTS<br />
GROUPM & RENREN:<br />
NAVIGATING THE BIGGEST<br />
LAND-GRAB IN ADVERTISING<br />
HISTORY<br />
With over half a billion internet<br />
users and nearly 400 million going<br />
online with their phones, China is<br />
poised to become a vast social<br />
and mobile market<br />
13.30 ZENITHOPTIMEDIA:<br />
LIVE INFORMATION<br />
IS BEAUTIFUL<br />
In the world of “big” data, broadcasters,<br />
publishers and marketers<br />
are using powerful tools such as<br />
“infographics” and other forms of<br />
data visualisation to make sense<br />
of the noise<br />
14.30 TEXTAPPEAL:<br />
CULTURE SHOCKS: PORN,<br />
YOUTH AND BRANDS<br />
When we discuss the impact of<br />
technology on human behaviour,<br />
we never discuss the biggest<br />
impact of them all: today the mass<br />
consumption of online sexual stimulae<br />
has provoked fundamental<br />
changes in the behaviours and perceptions<br />
of youth around the world<br />
15.30 GLOBE AND MAIL:<br />
GSP@CANNES - TURNING A<br />
FIGHTER INTO A BRAND<br />
Canadian athlete Georges St-<br />
Pierre is also a brand. Social media<br />
plays a key role in building, shaping<br />
and maintaining this status,<br />
with every action an opportunity<br />
to be leveraged for building fans<br />
and garnering likes<br />
16.30 THENETWORKONE:<br />
THE INDEPENDENT AGENCY<br />
SHOWCASE<br />
Julian Boulding, founder of thenetworkone<br />
and publisher of The<br />
World’s leading Independent<br />
Agencies, introduces the annual<br />
Cannes Lions Independent Agency<br />
Showcase. The seminar features<br />
inspiring work and challenging<br />
views from some of the leading<br />
independent agencies in the world<br />
today.<br />
17.30 PARTY:<br />
TECHNOLOGY. STORY. MARKET.<br />
The human brain recognises the<br />
world primarily through the use of<br />
story. Let us consider for a<br />
moment respected brands such as<br />
Nike, Sony, and Coca-Cola: behind<br />
a good brand, there is always a<br />
great story<br />
ALL SEMINARS ARE IN THE DEBUSSY<br />
UNLESS INDICATED<br />
Ronaldo<br />
Lions welcomes top names<br />
as Festival numbers boom<br />
AGAINST a background of<br />
entries into the Cannes Lions<br />
competitions climbing nearly<br />
20% year-on-year across<br />
the Festival's 15 different categories,<br />
this year’s seminar<br />
speakers again include globally<br />
famous names, major<br />
clients, industry legends and<br />
frontline thinkers.<br />
The Festival welcomes more<br />
than 11,000 registered delegates<br />
who will enjoy 54 seminars<br />
across seven days.<br />
Highlights include the<br />
appearance of gymnast Nadia<br />
Comaneci on Monday at the<br />
Visa/TBWA Right Approach,<br />
Right Message, Right Time<br />
debate. Comaneci will discuss<br />
Visa’s engagement with<br />
the Olympics with TBWA/<br />
Chiat/Day’s Patrick O’Neill,<br />
Timo Lumme of ICO Televi-<br />
TOM ESLINGER, digital creative<br />
director of Saatchi & Saatchi<br />
Worldwide, and inaugural<br />
Mobile Lions Jury President,<br />
is “delighted” by the agency<br />
response to the launching of<br />
a new category that he was<br />
instrumental in putting<br />
together.<br />
“Last year I suggested to Festival<br />
chairman Terry Savage<br />
and CEO Phil Thomas that<br />
President Clinton Debbie Harry Dan Wieden<br />
sion & Marketing Services,<br />
and Visa’s Antonio Lucio. Also<br />
on Monday Arianna Huffington<br />
and Roy Sekoff, Huffington<br />
Post's founding editor<br />
share insights into the<br />
seismic shift from presentation<br />
to participation.<br />
Actor Omar Epps, who plays<br />
Dr Eric Foreman in global TV<br />
hit House, joins SapientNitro<br />
on Monday to explore how<br />
celebrities leverage cuttingedge<br />
marketing techniques<br />
and lead in the adoption of<br />
new platforms such as Pinterest,<br />
Instagram or Beeyoo.<br />
On Wednesday at The<br />
Guardian session Redrawing<br />
Boundaries: Pushing The<br />
Limits Of Creativity, prizewinning<br />
architect Zaha Hadid<br />
discusses her work and the<br />
challenges facing architec-<br />
ture and urbanism.<br />
Another Wednesday highlight<br />
sees actor/director Forest<br />
Whitaker debating the<br />
democratisation of content<br />
with David Alberts of crowdsourcing<br />
agency MOFILM,<br />
and Brian Message, co-manager<br />
of Radiohead.<br />
Also on Wednesday, producer/DJ/musician<br />
Mark Ronson<br />
joins GreenLight’s Nick<br />
Davidge and Tom Pettus of<br />
Innocean in RE:GENERA-<br />
TION Music Project: The Evolution<br />
of Brands and Artists<br />
in the Creative Process, to<br />
discuss how to appeal to the<br />
creative class by challenging<br />
DJs and producers to generate<br />
new content, while<br />
opening up the process to<br />
cameras and collaboration.<br />
On Thursday TURN TO PAGE 4 f<br />
Mobile competition grows fast<br />
there should be a Mobile category,<br />
and two months later<br />
I was working with them to<br />
formulate the sub-categories,”<br />
Eslinger said.<br />
“There had been growing<br />
pockets of mobile campaigns<br />
across lots of categories, and<br />
now we have 950 entries in<br />
the first year — which is more<br />
than any of us expected.” One<br />
Tom Eslinger thorny aspect of TURN TO PAGE 4 Avi Savar<br />
f<br />
INSIDE BOX<br />
‘PROUD MOMENT’<br />
FOR AVI SAVAR<br />
AVI SAVAR, founder and CCO of Big<br />
Fuel and the president of the<br />
inaugural Branded Content &<br />
Entertainment Lion category, said<br />
that the introduction of this new<br />
award is a milestone for the<br />
advertising industry. “This is a<br />
proud and humbling moment for<br />
me,” he added. “In 2004 I began a<br />
journey based on the belief that<br />
marketers can effectively use<br />
content, rather than advertising, to<br />
drive their business mandates<br />
forward. It’s a model that leads with<br />
people stories, rather than product<br />
stories, to engage audiences<br />
instead of disrupting consumers.”<br />
According to Savar, the world is a<br />
very different place than it was just<br />
a few years ago. “We've witnessed<br />
a dramatic shift across media,<br />
entertainment, advertising,<br />
marketing and technology,” he said.<br />
“A shift that has given audiences<br />
complete control of what<br />
experiences, programmes and<br />
brands they invite into their lives,<br />
and I am so proud to have been a<br />
part of this shift. Our mission is to<br />
turn brands into publishers.”But the<br />
shift is not finished yet. “We have<br />
merely scratched the surface — as<br />
media and technology continue to<br />
converge we will see more changes,<br />
new opportunities and additional<br />
challenges. This is why the<br />
establishment of the Branded<br />
Content and Entertainment category<br />
at Cannes is so meaningful. It<br />
solidifies the need for our industry<br />
to embrace and reward new ways of<br />
thinking, creating and delivering<br />
brand messages.”<br />
FESTIVAL NEWS P1 -5 DIRECT SHORTLIST P6 PROMO & ACTIVATION SHORTLIST P10<br />
FEATURE: MOBILE P16 FEATURE:BRANDED CONTENT P19
Cannes Lions’ latest<br />
app fills in the gaps<br />
Senta Slingerland: “a great way to help delegates remember what they liked and learnt”<br />
THE 2012 free Cannes Lions app for iPhone<br />
and Android not only guides delegates<br />
around the Festival and Cannes, but<br />
also enhances the Lions experience and<br />
extends it to industry players unable<br />
to attend.“This latest version of the<br />
Cannes Lions app integrates social-media<br />
sharing options, giving delegates the<br />
opportunity to message each other,”<br />
said Senta Slingerland, Cannes Lions’<br />
head of digital & creative. “We have<br />
also extended our Great Stories Start<br />
In Cannes campaign by selecting 10<br />
people to act as storytellers this year<br />
and report on everything they are doing,<br />
seeing and liking.” The storytellers<br />
include Ogilvy’s Rory Sutherland, Google<br />
Creative Lab’s Ben Malbon and Naked’s<br />
Fernanda Romano. The GoodyBag is<br />
another new feature, giving delegates<br />
a chance to digitally scoop and store<br />
TURN FROM PAGE 1 f<br />
marketing to mobiles is<br />
privacy concerns among consumers:<br />
“You cannot get around privacy, but<br />
you can find out something about the<br />
person and their context, in order to<br />
offer them something that fits with their<br />
life seamlessly, and that offers that person<br />
some sort of useful function.” Search<br />
also offers many opportunities: “If someone<br />
is searching for a specific type of<br />
shop or product, it’s a good moment<br />
to serve them advertising — likewise<br />
their Festival favourites. “There’s a scanner<br />
embedded into the app with which<br />
you can scan a fellow delegate’s badge<br />
and save their contact details,” Slingerland<br />
said. “It can also be used to scan<br />
the QR codes in the shortlist exhibitions<br />
and save the work, or to store speaker<br />
session presentations. Once you start<br />
‘goodybagging’ things, you’ll get an email<br />
from Box.com, our partners, with instructions<br />
of how you can retrieve your takeaway<br />
assets for free online. It’s a great<br />
way to help delegates remember what<br />
they liked and learnt during the Festival<br />
to present to their colleagues back<br />
home.” The Cannes Lions 2012 app also<br />
includes shortlists, winners and a fun<br />
personality test, developed by PHD and<br />
eatbigfish. The app is available on iTunes<br />
and Google Play by searching Cannes<br />
Lions 2012.^<br />
with GPS-based apps for sports,” he<br />
said. “But currently ad-serving is more<br />
or less in the same place that banner<br />
adverts were ten years ago, so there’s<br />
plenty of progress to be made.” And<br />
what of the old favourite, Bluetooth?<br />
“It was once so exciting and got a lot<br />
of attention because it seemed to offer<br />
what wi-fi promised,” he said. “But Bluetooth<br />
has proved to be so useful as a<br />
practical tool that its relevance to marketing<br />
has diminished.”^<br />
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SUNDAY, JUNE 17,2012<br />
NEWS<br />
TechTalk drives the<br />
conversation<br />
f CENTRAL to the communications industry, technology<br />
takes centre stage at Cannes Lions 2012 with the launch of<br />
TechTalk, a new programme to spotlight pioneering work<br />
across the digital-marketing value chain. Offering a<br />
platform for forward-thinking businesses to share<br />
experiences and demonstrate their latest innovations,<br />
TechTalk will feature a series of curated talks from visionary<br />
digital specialists. Open to all delegates, the MediaLinksponsored<br />
showcase will take place twice a day (10.00 and<br />
14.00), from Monday to Friday in the Young Lions Zone on<br />
Level -1 of the Palais des Festivals. “We are truly excited<br />
about this,” said Terry Savage, chairman of Cannes Lions.<br />
“With the introduction of the new categories Mobile and<br />
Branded Content & Entertainment and the huge success<br />
that we are already seeing with these, it makes sense to<br />
introduce these sessions. To be able to hear directly from<br />
the lifeblood of the technology, media and marketing<br />
industries is an unmissable chance to learn, be inspired and<br />
ultimately create groundbreaking work.” Michael Kassan,<br />
chairman and CEO of MediaLink, added: “This is a platform<br />
where the thought-leaders directly responsible for<br />
developing innovative, market-tested solutions will talk<br />
about the environment that they are responsible for<br />
changing.”<br />
Speakers at the TechTalk sessions include the founders of<br />
Pixxers, the first real-time platform for crowd-sourcing<br />
photos via a global community; and Huddler’s Dan Gill,<br />
who will focus on the rise of interest-based communities<br />
and how brands can interact with the next generation.^<br />
3
4<br />
NEWS<br />
TURN FROM PAGE 1 f President Bill Clinton<br />
presents a session looking at<br />
how advertising can help build a<br />
better world. Grupo ABC invited<br />
Clinton to the Lions to mark the<br />
company’s 10th anniversary. The<br />
seminar is in the Grand Auditorium,<br />
but will also be streamed<br />
live to the Debussy.<br />
Also on Thursday, writer, philosopher,<br />
TV presenter and entrepreneur<br />
Alain de Botton presents the<br />
2012 Ogilvy & Inspire seminar.<br />
This year the seminar returns to<br />
grapple with another examination<br />
of inspiration, “the single most<br />
elusive — and essential — aspect<br />
of our creative lives”.<br />
Music legend Smokey Robinson<br />
is the guest for Thursday's Crispin<br />
Porter + Bogusky's seminar<br />
Extreme Interaction And Instant<br />
Accessibility, with Andrew Keller<br />
and David Clark of CP+B, creator<br />
of the 4664 HIV/AIDS initiative<br />
for President Mandela.<br />
Another Thursday highlight is the<br />
appearance of Viacom president<br />
and CEO Philippe Dauman alongside<br />
MTV president Stephen Friedman,<br />
director/producer Jon Chu<br />
and singer and actress Selena<br />
Gomez, as they look at how best<br />
to deliver what the Millennial Generation<br />
— anyone born between<br />
1980-2000 — wants and needs<br />
from its media.<br />
In 30 Years Of Creative Chaos on<br />
Friday, Dan Wieden is joined by<br />
Sir John Hegarty for a frank discussion<br />
about creativity. Wieden<br />
and Hegarty, two of the industry’s<br />
most celebrated names,<br />
founded their agencies within days<br />
of each other 30 years ago.<br />
Next Sir Martin Sorrell of WPP<br />
will be joined by Brazilian footballer<br />
Ronaldo and Lord Sebast-<br />
CANNES 2012: A<br />
RECORD BREAKER<br />
SOME 34,301 entries from 87 countries<br />
have been submitted to the 59th Cannes<br />
Lions International Festival of Creativity,<br />
representing an increase of over 19% on<br />
last year, the largest number the<br />
Festival has ever received. As a result of<br />
the increase in the number of entries,<br />
more jury members have been appointed<br />
this year.<br />
SUNDAY, JUNE 17,2012<br />
ian Coe for The Cannes Debate:<br />
Marketing And The Media —<br />
Three Big Challenges. The trio<br />
will discuss how major sports<br />
events can drive innovation and<br />
adoption of new media technologies,<br />
from colour television to<br />
tablets and smart phones. They<br />
will also look at how London 2012<br />
can reach young people and<br />
inspire them to choose sport.<br />
Later the same day Grey's Music<br />
Seminar features Deborah Harry,<br />
one of popular music’s most<br />
enduring icons. Best known as<br />
the lead singer of Blondie — which<br />
has sold 40 million albums — Harry<br />
will be introduced by Jim<br />
Heekin, Grey Group CEO, and<br />
interviewed by Tim Mellors, Grey’s<br />
worldwide chief creative.<br />
One of many representatives of<br />
the client community in Cannes<br />
this year, Stefan Olander of Nike<br />
will be joined by RG/A’s Bob<br />
Greenberg at Wednesday's Building<br />
a New Ecosystem for Consumer<br />
Experience. The duo will<br />
explain how Nike continues to revolutionise<br />
technology in sport to<br />
inspire and enable every athlete<br />
to do better.^<br />
GSP: HE’S A BRAND<br />
fCANADIAN athlete Georges<br />
St-Pierre is both a mixed martial arts<br />
UFC champ, and a celebrity whose<br />
brand has transcended his sport<br />
thanks to the astute use of social<br />
media. Everything he does is an<br />
opportunity to build his fan base and<br />
gather more likes. As such, this<br />
superstar athlete has much in<br />
common with many consumer<br />
brands today. At the Globe And Mail<br />
conference today at 15.30 in the<br />
Debussy, St-Pierre and the Montrealbased<br />
Sid Lee team will be<br />
demonstrating how to build and<br />
maintain a social persona with<br />
maximum impact — and minimal<br />
damage.
Cannes Also dares<br />
you to unleash<br />
your inner child<br />
PABLO Picasso said: “Every child<br />
is an artist. The problem is how<br />
to remain an artist once we grow<br />
up.”<br />
This sentiment lies at the heart<br />
of the inaugural Play, Make, Master<br />
workshops and master classes,<br />
launched under the Cannes<br />
Also banner. Staged in a purposebuilt<br />
workshop space outside the<br />
Palais des Festivals, The Brand<br />
Union/ Lambie-Nairn initiative<br />
aims to encourage people to<br />
unlock their inner child, free of<br />
constraint.<br />
“Our basic premise is to celebrate<br />
creativity and the bank of talent<br />
gathered here in Cannes, and<br />
encourage more people to believe<br />
in their own inherent creativity,”<br />
said Christian Schroeder, CEO of<br />
design and branding agency Lambie-Nairn.<br />
He added: “Play, Make, Master<br />
is all about maximum involvement<br />
and bringing creativity to life. We<br />
wanted to steer audiences away<br />
from the more functional aspects<br />
of branding and design, and focus<br />
on what is at the heart of a great<br />
brand: personality.”<br />
Led by creative entrepreneurs,<br />
including stop-frame animation<br />
pioneer Aardman, New York-based<br />
balloon artists Airigami and certified<br />
Lego artists Bright Bricks<br />
UK, the workshops invite delegates<br />
to watch experts transform<br />
objects widely regarded as toys<br />
into spectacular works of art. They<br />
are then encouraged to do the<br />
same themselves. The best of the<br />
resulting work will be exhibited<br />
for the duration of the Festival<br />
in a relaxed lounge area, sponsored<br />
by Getty. “Norman Berry<br />
SUNDAY, JUNE 17,2012<br />
Simon Bolton: “an experiment in creative therapy”<br />
once said: 'Give me the freedom<br />
of a tight brief' — and our new<br />
concept fits the bill,” said Simon<br />
Bolton, The Brand Union’s CEO<br />
worldwide. “We are limited in<br />
space but we hope the response<br />
to what we are doing will be fantastically<br />
free — an experiment<br />
in creative therapy. Although we<br />
will be exhibiting work devised<br />
during the week, we think the<br />
environment we have designed<br />
offers some respite from the competitive<br />
heat at Cannes Lions.”<br />
Sister agencies within the WPP<br />
NEWS 5<br />
Christian Schroeder: “bringing creativity to life”<br />
Group, The Brand Union and Lambie-Nairn<br />
are collaborating on<br />
Cannes Also for the second time<br />
this year. “We have a kiss and<br />
punch relationship,” Bolton said.<br />
“This collaboration is definitely<br />
the kissing bit and it’s wonderful<br />
to combine our complementary<br />
skill sets.” ^<br />
Scan the QR<br />
code to see a<br />
preview video
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A02/124 HOW TO MAKE A SOUND ZEEG SOUND PRODUCTION ZEED SOUND PRODUCTION DDB BRASIL SÃO PAULO BRAZIL<br />
DIRECT RESPONSE DIGITAL: EMAIL MARKETING<br />
A03/001 FORGOT YOUR PASSWORD? ALZHEIMER’S ASSOCIATION US ALZHEIMER’S ASSOCIATION GRUPO GALLEGOS HUNTINGTON BEACH USA<br />
A03/008 LEAKED EMAIL INVITE THE COMMUNICATIONS COUNCIL AWARD SCHOOL DDB GROUP NEW ZEALAND AUCKLAND NEW ZEALAND<br />
A03/018 WORLD’S YOUNGEST JOB APPLICANT PLAN INDIA CHILD WELFARE FUND BBDO INDIA GURGAON INDIA<br />
DIRECT RESPONSE DIGITAL: MOBILE MARKETING<br />
A04/022 VIP FRIDGE MAGNET RED TOMATO PIZZA RESTAURANT TBWA\RAAD DUBAI UAE<br />
A04/023 SUNNY SALE EMART EMART CHEIL WORLDWIDE SEOUL SOUTH KOREA<br />
A04/037 HAPPINESS REFILL THE COCA-COLA COMPANY COCA-COLA OGILVY BRASIL SÃO PAULO BRAZIL<br />
A04/040 BE THE COACH SOUTH AFRICAN BREWERIES CARLING BLACK LABEL OGILVY CAPE TOWN SOUTH AFRICA<br />
A04/043 MOBILE MEDIC AUSTRALIAN DEFENCE FORCE DEFENCE UNIVERSITIES SPONSORSHIP GEORGE PATTERSON Y&R MELBOURNE / VML KANSAS CITY AUSTRALIA<br />
A04/048 PICK N PLAY MCDONALD’S SWEDEN PIES, ICE CREAM AND MILKSHAKES DDB STOCKHOLM SWEDEN<br />
A04/065 KID RESCUE FUNDACIÎN TELEFÎNCA TELEFÎNICA/ FUNDACIÎN TELEFÎNICA Y&R COLOMBIA BOGOTÁ COLOMBIA<br />
A04/077 HIJACK ALIAS MEAT PACK 4 AM SAATCHI & SAATCHI GUATEMALA GUATEMALA<br />
DIRECT RESPONSE DIGITAL: WEBSITES, MICROSITES & BANNERS<br />
A05/005 THE 28 DAY PERSECUTION OF ROMMY GULLA PANASONIC AUSTRALIA BTW 800 DIGITAL RECORDER THE CAMPAIGN PALACE SYDNEY AUSTRALIA<br />
A05/007 GAME FACES ADIDAS ADIDAS TBWA\BERLIN GERMANY<br />
A05/028 MEMORIES FOR THE FUTURE GOOGLE JAPAN GOOGLE HAKUHODO KETTLE TOKYO JAPAN<br />
A05/049 SEE FROM SOUND AMARIN BOOK CENTER NAIIN.COM BOOK STORE MCCANN WORLDGROUP BANGKOK THAILAND<br />
A05/055 #WESLEYNOVERDAO MOP BRAZIL FOOTBALL WIEDEN + KENNEDY SÃO PAULO BRAZIL<br />
A05/061 MISSING ADD-ON INITIATIVE VERMISSTE KINDER MISSING CHILDREN KEMPERTRAUTMANN HAMBURG GERMANY<br />
A05/069 THE LIBERATION ONLY JEANS UNCLE GREY COPENHAGEN DENMARK<br />
A05/070 THE HEIST PAUSE HOME ENTERTAINMENT HIFI CHAIN ÅKESTAM HOLST STOCKHOLM SWEDEN<br />
A05/078 THE BEAUTY OF A SECOND MONTBLANC INTERNATIONAL NICOLAS RIEUSSEC CHRONOGRAPH LEO BURNETT MILAN ITALY<br />
A05/092 ESCAPE THE MAP MERCEDES C-CLASS AMG COUPE ABBOTT MEAD VICKERS BBDO LONDON UNITED KINGDOM<br />
A05/104 BACK 4 THE FUTURE NIKE NIKE WIEDEN+KENNEDY PORTLAND USA<br />
A05/107 DIG DEEPER HBO TRUE BLOOD BBDO NEW YORK USA<br />
SOCILA MEDIA & VIRAL MARKETING<br />
DIRECT SHORTLIST<br />
A06/010 TASK FORCE INVESTIGATION FIREWORK BOMB-MAKERS CONSUMER SAFETY TACKLING THE PRODUCTION OF HOMEMADE FIREWORK BOMBS LEMZ AMSTERDAM THE NETHERLANDS<br />
A06/025 SMART TWITTER SPOT MERCEDES-BENZ ARGENTINA SMART BBDO ARGENTINA BUENOS AIRES ARGENTINA<br />
A06/070 #MILLIONHOODIES FOR TRAYVON MARTIN THE PARKS & CRUMP LAW FIRM PUBLIC AWARENESS MESSAGE MCCANN ERICKSON NEW YORK USA<br />
A06/072 BACK AT YA SANTAM INVESTMENT COMPANY KING JAMES CAPE TOWN SOUTH AFRICA<br />
A06/097 BOOK BURNING PARTY LEO BURNETT DETROIT / TROY PUBLIC LIBRARY TROY PUBLIC LIBRARY LEO BURNETT DETROIT USA<br />
A06/101 THE DOVE AD MAKEOVER UNILEVER DOVE BRAND OGILVYONE WORLDWIDE LONDON UNITED KINGDOM<br />
A06/111 A WOMAN’S NIGHTMARE SAMUSOCIAL CHARITY PUBLICIS CONSEIL PARIS FRANCE<br />
A06/115 MUSEUM OF ME INTEL INTEL CORE I5 PROCESSOR PROJECTOR TOKYO JAPAN<br />
SUNDAY, JUNE 17,2012
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CAT NO TITLE ADVERTISER PRODUCT ENTRANT / AGENCY COUNTRY<br />
A06/124 HUNTER AND BEAR’S 2012 BIRTHDAY PARTY BIC GROUP CORRECTOR FLUID BUZZMAN PARIS FRANCE<br />
A06/131 COCA-COLA POLAR BOWL THE COCA-COLA COMPANY COCA-COLA CLASSIC WIEDEN+KENNEDY PORTLAND USA<br />
A06/132 CHAOS IN YOUR TOWN STATE FARM INSURANCE DDB CHICAGO USA<br />
A06/150 MINI MAPS MINI FRANCE MINI DDB PARIS FRANCE<br />
A06/160 GUTI’S QUINIELA SPANISH STATE LOTTERY / LOTERÊAS Y APUESTAS DEL ESTADO LA QUINIELA LOTTERY SHACKLETON MADRID SPAIN<br />
A06/164 LOOK BLOCK C&A C&A DDB BRASIL SÃO PAULO BRAZIL<br />
A06/166 THE CNN ECOSPHERE TURNER BROADCASTING SYSTEMS CNN HEIMAT BERLIN GERMANY<br />
DIRECT RESPONSE DIGITAL: OTHER DIGITAL PLATFORMS<br />
A07/003 THE GOOGLE PUZZLE GOOGLE GOOGLE CHROME HAKUHODO TOKYO JAPAN<br />
A07/032 CONNECTING LIFELINES HONDA MOTOR INTERNAVI DENTSU TOKYO JAPAN<br />
A07/036 GROUP SALE ALEH ALEH SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV ISRAEL<br />
A07/041 THE STEVE JOBS MOMENT OF SILENCE MOMENT OF SILENCE THE STEVE JOBS MOMENT OF SILENCE KNARF NEW YORK USA<br />
A07/053 SWEBUS JACKPOT SWEBUS LONG DISTANCE BUS ÅKESTAM HOLST STOCKHOLM SWEDEN<br />
A07/055 SMALL BUSINESS GETS AN OFFICIAL DAY AMERICAN EXPRESS AMERICAN EXPRESS CRISPIN PORTER + BOGUSKY BOULDER USA<br />
A07/056 SONG ON AIR = CLIP ONLINE ABSYNTHE MINDED ABSYNTHE MINDED MORTIERBRIGADE BRUSSELS BELGIUM<br />
AMBIENT MEDIA (LARGE SCALE)<br />
A08/047 LEGO BUILDERS OF SOUND LEGO LEGO SERVICEPLAN MUNICH GERMANY<br />
A08/053 KAUKO REMOTELY CONTROLLED DESIGN CAFÉ WORLD DESIGN CAPITAL HELSINKI 2012 DESIGN CAFÉ HASAN & PARTNERS HELSINKI FINLAND<br />
A08/054 LOUNGE MCDONALD’S SOUTH AFRICA KIDS BIRTHDAY PARTIES DDB SOUTH AFRICA JOHANNESBURG SOUTH AFRICA<br />
A08/059 PASSION PLANETARIUM ADIDAS JAPAN ADIDAS BASEBALL TBWA HAKUHODO TOKYO JAPAN<br />
A08/061 ARIEL FASHION SHOOT PROCTER & GAMBLE NORDIC ARIEL ACTILIFT LIQUID DETERGENT SAATCHI & SAATCHI STOCKHOLM SWEDEN<br />
A08/065 NRMA CAR CREATION INSURANCE AUSTRALIA GROUP NRMA COMPREHENSIVE CAR INSURANCE WHYBIN\TBWA\TEQUILA SYDNEY AUSTRALIA<br />
A08/069 THE RETURN OF DICTATOR BEN ALI ENGAGEMENT CITOYEN ENGAGEMENT CITOYEN MEMAC OGILVY LABEL TUNISIA TUNIS TUNISIA<br />
A08/073 HAMBURGER TIMETABLE MCDONALD’S MCDONALD’S DDB WARSAW POLAND<br />
A08/074 ART NEVER SEEN AUDIODESCRIPTION FOUNDATION AUDIO DESCRIPTION AWARENESS DDB WARSAW POLAND<br />
A08/077 BIKERS CARLSBERG CARLSBERG DUVAL GUILLAUME MODEM ANTWERP BELGIUM<br />
A08/079 EMPTY CARTS LATET MEALS FOR HOLIDAY FUNDRAISER SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV ISRAEL<br />
A08/087 AUDI FAN MESSENGER AUDI AUDI MOTORSPORT / R8 LMS KEMPERTRAUTMANN HAMBURG GERMANY<br />
A08/100 WHO CARES? SWEDISH ARMED FORCES RECRUITMENT DDB STOCKHOLM SWEDEN<br />
A08/105 NEW YORK WRITES ITSELF VILLAGE VOICE VILLAGE VOICE NEWSPAPER LEO BURNETT NEW YORK USA<br />
A08/126 WHO SAID A BATHROOM SHOULD BE JUST A LOO? IKEA BATHROOM 1861UNITED MILAN ITALY<br />
A08/131 DOUBLE BALL COCA-COLA COLOMBIA POWERADE ION4 OGILVY & MATHER COLOMBIA BOGOTÁ COLOMBIA<br />
A08/133 ANGRY BIRDS LIVE DEUTSCHE TELEKOM T-MOBILE SAATCHI & SAATCHI MILAN ITALY<br />
A08/138 3D LIVE THEATRE NEW SAN JVC 3D CAMCORDER DRAFTFCB BUENOS AIRES ARGENTINA<br />
A08/147 THE WORST BREATH IN THE WORLD FERRERO TIC TAC OGILVY FRANCE PARIS FRANCE<br />
AMBIENT MEDIA & PRINT COLLATERAL, NON-MAIL (SMALL SCALE)<br />
A09/011 SOCIAL BOOKMARK KODANSHA PUBLISHER 777INTERACTIVE TOKYO JAPAN<br />
A09/024 REUSE/WHATDOIDOWITHTHIS.ORG COFARMA PLASTIGEL MCCANN ERICKSON COSTA RICA SAN JOSE COSTA RICA<br />
A09/040 GOOD SHIRTS UNICEF UNICEF BBH NEW YORK USA<br />
A09/046 REAL FRUIT BOXES CAMP NECTAR JUICE AGE ISOBAR SÃO PAULO BRAZIL<br />
A09/078 WAITING TICKET SANTA CASA DE MISERICÎRDIA DE SÃO PAULO ORGAN DONATION Y&R SÃO PAULO BRAZIL<br />
A09/084 THE WORLD´S FASTEST PURCHASE PUMA MÉXICO PUMA FAAS CIRCUS BA BUENOS AIRES ARGENTINA<br />
A09/085 INK PAD DOOR STEP SCHOOL DOOR STEP SCHOOL LEO BURNETT INDIA MUMBAI INDIA<br />
A09/092 DONATING 2-BARCODE WATER CJ CHEILJEDANG MINEWATER CHEIL WORLDWIDE SEOUL SOUTH KOREA<br />
A09/109 THE HEADLINE NEWS CUP SLEEVE AL NISR PUBLISHING GULF NEWS Y&R DUBAI UAE<br />
A09/144 RECIPE RECEIPT UNILEVER HELLMANN’S MAYONNAISE OGILVY BRASIL SÃO PAULO BRAZIL<br />
A09/145 MOM CALLING CARDS AMMAR AMMAR OGILVY & MATHER ARGENTINA BUENOS AIRES ARGENTINA<br />
A09/149 FASHION LIKE C&A C&A DDB BRASIL SÃO PAULO BRAZIL<br />
DIRECT RESPONSE BROADCAST: TV, RADIO & INFOMERCIALS<br />
A10/010 MOMENT OF SILENCE ASOCIACION ECUATORIANA DE RADIODIFUSION CAMPAIGN DON’T DRINK AND DRIVE MARURI GREY GUAYAQUIL ECUADOR<br />
A10/026 HALF OF HBO FOR FREE CLARO TV HBO PREMIUM PACKAGE OGILVY GUATEMALA GUATEMALA<br />
A10/029 CABLE EFFECTS DIRECTV TELECOMMUNICATIONS GREY NEW YORK USA<br />
A10/032 PANYEE FC TMB BANK PUBLIC COMPANY TMB CORPORATE BRANDING THE LEO BURNETT GROUP THAILAND BANGKOK THAILAND<br />
DIRECT RESPONSE PRINT OR STANDARD OUTDOOR, INCLUDING INSERTS<br />
A11/005 LIMITED EDITION SYDNEY DOGS AND CATS HOME ANIMAL SHELTER M&C SAATCHI/MARK SYDNEY AUSTRALIA<br />
A11/024 THE POWER OF A COIN BISCHOEFLICHES HILFSWERK MISEREOR CHARITY KOLLE REBBE HAMBURG GERMANY<br />
A11/030 THERE’S A PLACE FOR GOOD ENGINEERS. TOYOTA GERMANY RECRUITMENT / HUMAN RESOURCES SAATCHI & SAATCHI DÜSSELDORF GERMANY<br />
A11/040 THE BLUEMOTION LABEL VOLKSWAGEN BLUEMOTION OGILVY CAPE TOWN SOUTH AFRICA<br />
ACQUISITIONS<br />
B01/007 BURNING FOR BUSINESS JWT GROUP GERMANY JWT GROUP GERMANY JWT GROUP GERMANY HAMBURG GERMANY<br />
B01/009 IKEA ROTHENBURG IKEA IKEA WIRZ/BBDO ZÜRICH SWITZERLAND<br />
B01/037 FINDING TRUE NORTH VF THE NORTH FACE OGILVY SHANGHAI CHINA<br />
B01/040 BACK TO GARBARINO GARBARINO GARBARINO LEO BURNETT ARGENTINA BUENOS AIRES ARGENTINA<br />
B01/047 THE RUBBER BAND SINGAPORE RAFFLES MUSIC COLLEGE RAFFLES MUSIC EDUCATION DDB GROUP SINGAPORE SINGAPORE<br />
B01/064 PREDICTIONS IBM PREDICTIVE ANALYSIS SOFTWARE OGILVYONE WORLDWIDE LONDON UNITED KINGDOM<br />
SUNDAY, JUNE 17,2012
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CAT NO TITLE ADVERTISER PRODUCT ENTRANT / AGENCY COUNTRY<br />
RETENTION<br />
B02/008 FASTEST CHRISTMAS CARD BMW (SCHWEIZ) BMW M5 DRAFTFCB ZÜRICH SWITZERLAND<br />
B02/024 AUDI GPS: GEOPOSITIONED STORIES VOLKSWAGEN AUDI ESPAÑA AUDI CP PROXIMITY BARCELONA SPAIN<br />
B02/026 AUDI FAN MESSENGER AUDI AUDI MOTORSPORT / R8 LMS KEMPERTRAUTMANN HAMBURG GERMANY<br />
B02/028 DETAILS BRITISH AIRWAYS FIRST CLASS CABIN OGILVYONE WORLDWIDE LONDON UNITED KINGDOM<br />
B02/033 HOTEL FOR PLANTS ISLAZUL SHOPPING CENTER SHOPPING CENTER OGILVYACTION MADRID / OGILVY SPAIN MADRID / OGILVYACTION SPAIN MADRID SPAIN<br />
BEST LOW BUDGET CAMPAIGN<br />
B03/057 ROMANIANS ARE SMART KANDIA DULCE ROM BV MCCANN ERICKSON BUCHAREST ROMANIA<br />
B03/071 BOOK BURNING PARTY LEO BURNETT DETROIT / TROY PUBLIC LIBRARY TROY PUBLIC LIBRARY LEO BURNETT DETROIT USA<br />
B03/072 INTEGRATION DAY COORDOWN ONLUS WORLD DOWN SYNDROME DAY SAATCHI & SAATCHI MILAN ITALY<br />
B03/092 TROJAN SHIRT EXIT DEUTSCHLAND EXIT GERMANY GRABARZ & PARTNER HAMBURG GERMANY<br />
B03/093 BYO CUP DAY 7-ELEVEN SLURPEE LEO BURNETT MELBOURNE AUSTRALIA<br />
B03/095 IFOLD VODAFONE INDIA SAVING PAPER OGILVY & MATHER MUMBAI INDIA<br />
B03/108 THE COKE HUG MACHINE THE COCA-COLA COMPANY COCA-COLA OGILVY & MATHER SINGAPORE SINGAPORE<br />
PRODUCT LAUNCHES<br />
B04/013 PUSH TO ADD DRAMA TNT TURNER BROADCASTING SYSTEM TV CHANNEL DUVAL GUILLAUME MODEM ANTWERP BELGIUM<br />
B04/016 THE INVISIBLE DRIVE DAIMLER MERCEDES-BENZ F-CELL JUNG VON MATT HAMBURG GERMANY<br />
B04/044 TANG SHAKER TANG TANG DRINK OGILVY & MATHER ARGENTINA BUENOS AIRES ARGENTINA<br />
FAST MOVING CONSUMER GOODS<br />
C01/018 THE RECEIPT KRAFT FOODS PHILADELPHIA PKP BBDO VIENNA AUSTRIA<br />
C01/021 SHARE A COKE COCA-COLA SOUTH PACIFIC COCA-COLA OGILVY & MATHER SYDNEY AUSTRALIA<br />
C01/030 ARIEL FASHION SHOOT PROCTER & GAMBLE NORDIC ARIEL ACTILIFT LIQUID DETERGENT SAATCHI & SAATCHI STOCKHOLM SWEDEN<br />
C01/032 FAT YAK CARLTON AND UNITED BREWERIES CARLTON MID CLEMENGER BBDO MELBOURNE AUSTRALIA<br />
C01/047 DONATING 2-BARCODE WATER CJ CHEILJEDANG MINEWATER CHEIL WORLDWIDE SEOUL SOUTH KOREA<br />
C01/055 THE WORLD’S DEEPEST WEBSITE IDS BORJOMI OGILVY & MATHER UKRAINE KIEV UKRAINE<br />
C01/076 COCA-COLA POLAR BOWL THE COCA-COLA COMPANY COCA-COLA CLASSIC WIEDEN+KENNEDY PORTLAND USA<br />
C01/083 THE WINE THAT SOLD BEER DB BREWERIES EXPORT DRY COLENSO BBDO AUCKLAND NEW ZEALAND<br />
CARS & AUTOMOTIVE SERVICES<br />
C02/001 SMART EBALL DAIMLER SMART FORTWO ELECTRIC DRIVE BBDO GERMANY DÜSSELDORF GERMANY<br />
C02/002 HYUNDAI APPROVED BY VW CHAIRMAN HYUNDAI HYUNDAI I30 RUF LANZ ZÜRICH SWITZERLAND<br />
C02/003 KEY TO VIANO MERCEDES-BENZ VANS VIANO VAN LUKAS LINDEMANN ROSINSKI HAMBURG GERMANY<br />
C02/009 FAN THE FLAME MINI MINI ON FACEBOOK TBWA\BRUSSELS BELGIUM<br />
C02/029 THE PEOPLE’S CAR PROJECT VOLKSWAGEN GROUP CHINA VOLKSWAGEN PROXIMITY CHINA BEIJING CHINA<br />
C02/047 IQ STREETVIEW TOYOTA BELGIUM TOYOTA IQ HAPPINESS BRUSSELS BELGIUM<br />
C02/048 REARVIEW CAMERA RACE KIA MOTORS COLOMBIA REARVIEW CAMERA OGILVY & MATHER COLOMBIA BOGOTÁ COLOMBIA<br />
C02/069 MINI MAPS MINI FRANCE MINI DDB PARIS FRANCE<br />
OTHER CONSUMER PRODUCTS (INCLUDING DURABLE GOODS)<br />
C03/015 LEGO BUILDERS OF SOUND LEGO LEGO SERVICEPLAN MUNICH GERMANY<br />
C03/016 BID YOUR SWEAT NIKE NIKE + JWT MEXICO MEXICO CITY MEXICO<br />
C03/021 CATCH THE FLASH NIKE NIKE VAPOR FLASH JACKET JUNG VON MATT STUTTGART GERMANY<br />
C03/022 M.J BALE GRAZED ON GREATNESS M.J.BALE AUSTRALIAN CRICKET TEAM SPONSORSHIP WHYBIN\TBWA\TEQUILA SYDNEY AUSTRALIA<br />
C03/028 THE BEAUTY OF A SECOND MONTBLANC LUXURY PENS LEO BURNETT MILAN ITALY<br />
C03/045 YOU’VE GOT A CASE AT&T PHONE AND CELL SERVICES BBDO NEW YORK USA<br />
FINANCIAL PRODUCTS & SERVICES<br />
C04/006 TODAY’S YOUTH FOR YESTERDAY’S YOUTH KBC BANK KBC BANK TBWA\BRUSSELS BELGIUM<br />
C04/018 BACK AT YA SANTAM INVESTMENT COMPANY KING JAMES CAPE TOWN SOUTH AFRICA<br />
C04/025 SMALL BUSINESS GETS AN OFFICIAL DAY AMERICAN EXPRESS AMERICAN EXPRESS CRISPIN PORTER + BOGUSKY BOULDER USA<br />
C04/030 CHAOS IN YOUR TOWN STATE FARM INSURANCE DDB CHICAGO USA<br />
COMMERCIAL PUBLIC SERVICES, INCL. HEALTHCARE & MEDICAL<br />
C05/010 LEAVING THE LIGHT OFF ENERSUR GDF SUEZ ELECTRIC COMPANY JWT LIMA PERU<br />
C05/014 SOUNDTRACK SWEDEN TELIA TELIA DDB STOCKHOLM SWEDEN<br />
C05/020 CLASSROOM OF THE FUTURE UNIVERSITY OF PHOENIX THE PHOENIX LECTURE SERIES PEREIRA & O’DELL SAN FRANCISCO USA<br />
C05/043 + ART ABRA - BRAZILIAN ACADEMY OF ART BRAZILIAN ACADEMY OF ART DDB BRASIL SÃO PAULO BRAZIL<br />
TRAVEL, ENTERTAINMENT & LEISURE<br />
DIRECT SHORTLIST<br />
C06/032 TWITTERSCRABBLE MATTEL SCRABBLE TRICKSTER DUVAL GUILLAUME MODEM ANTWERP BELGIUM<br />
C06/036 ANYWAKE LUFTHANSA AIR TRAVEL DDB STOCKHOLM SWEDEN<br />
C06/039 BIG BONE DINOSAURIER MUSEUM SENCKENBERG MUSEUM SAATCHI & SAATCHI BERLIN GERMANY<br />
C06/048 THE UNFINISHED KONZERTHAUS DORTMUND KONZERTHAUS DORTMUND JUNG VON MATT HAMBURG GERMANY<br />
C06/050 SCRABBLE TALES LA JUGUETERÊA SCRABBLE GAME OGILVY GUATEMALA GUATEMALA<br />
C06/056 WI-FICTION MELBOURNE WRITERS FESTIVAL 2011 MELBOURNE WRITERS FESTIVAL JWT MELBOURNE AUSTRALIA<br />
C06/059 NOT FOR ALL BONNIER ART GALLERY ART GALLERY DDB STOCKHOLM SWEDEN<br />
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CAT NO TITLE ADVERTISER PRODUCT ENTRANT / AGENCY COUNTRY<br />
RETAIL & E-COMMERCE, INCLUDING RESTAURANTS<br />
C07/013 WIMPY BRAILLE BURGER WIMPY BRAILLE MENU METROPOLITANREPUBLIC JOHANNESBURG SOUTH AFRICA<br />
C07/014 NAMES PROMOTION MICASA FURNITURE RETAILER SPILLMANN/FELSER/LEO BURNETT ZÜRICH SWITZERLAND<br />
C07/017 SMALL CURRENCY PT REKSO NASIONAL FOOD MCDONALD’S LEO BURNETT INDONESIA JAKARTA INDONESIA<br />
C07/028 SUNNY SALE EMART EMART CHEIL WORLDWIDE SEOUL SOUTH KOREA<br />
C07/033 THE LIBERATION ONLY JEANS UNCLE GREY COPENHAGEN DENMARK<br />
C07/051 THE HEIST PAUSE HOME ENTERTAINMENT HIFI CHAIN ÅKESTAM HOLST STOCKHOLM SWEDEN<br />
C07/056 MAGAZINEYOU MAGAZINE LUIZA MAGAZINE OGILVY BRASIL SÃO PAULO BRAZIL<br />
PUBLICATIONS & MEDIA<br />
C08/022 THE BOOK THAT CAN´T WAIT ETERNA CADENCIA ETERNA CADENCIA DRAFTFCB BUENOS AIRES ARGENTINA<br />
C08/023 THE HEADLINE NEWS CUP SLEEVE AL NISR PUBLISHING GULF NEWS Y&R DUBAI UAE<br />
C08/026 THE GREAT EMBED CANAL + CANAL + RAPP PARIS FRANCE<br />
C08/037 THE CNN ECOSPHERE TURNER BROADCASTING SYSTEMS CNN HEIMAT BERLIN GERMANY<br />
BUSINESS PRODUCTS & SERVICES<br />
C09/001 ALWAYS ON AGGREKO POWER GENERATORS BOOMTOWN STRATEGIC BRAND AGENCY PORT ELIZABETH SOUTH AFRICA<br />
C09/002 GROWING TREES PRISM PAPYRUS PRIVATE FEDRIGONI DDB MUDRA GROUP MUMBAI INDIA<br />
C09/013 DELIVERED BY LIBERTY LIBERTY EXPRESS COURIER JWT COSTA RICA SAN JOSÉ COSTA RICA<br />
C09/015 THE GNOME EXPERIMENT KERN & SOHN PRECISION SCALES & CALIBRATION OGILVYONE WORLDWIDE LONDON UNITED KINGDOM<br />
C09/018 HUNTER AND BEAR’S 2012 BIRTHDAY PARTY BIC GROUP CORRECTOR FLUID BUZZMAN PARIS FRANCE<br />
C09/024 LATINSTOCK’S BOOKS LATINSTOCK IMAGE BANK DDB BRASIL SÃO PAULO BRAZIL<br />
CORPORATE IMAGE & INFORMATION<br />
C10/059 EL OJO BEER FESTIVAL EL OJO DE IBEROAMÉRICA FESTIVAL EL OJO DE IBEROAMÉRICA SANTA CLARA SÃO PAULO BRAZIL<br />
C10/061 BOTTLE LIGHT PEPSICO PEPSI BBDO GUERRERO MAKATI CITY THE PHILIPPINES<br />
C10/062 ARCTIC HOME THE COCA-COLA COMPANY COCA-COLA LEO BURNETT CHICAGO USA<br />
C10/070 EDIBLE DESERT SURVIVAL GUIDE LAND ROVER LAND ROVER Y&R DUBAI UAE<br />
C10/073 HATSUNE MIKU GOOGLE GOOGLE CHROME HAKUHODO TOKYO JAPAN<br />
C10/074 THE SOLAR ANNUAL REPORT 2011 AUSTRIA SOLAR - VEREIN ZUR FOERDERUNG DER THERMISCHEN SOLARENERGIE SOLAR ENERGY PROVIDER SERVICEPLAN MUNICH GERMANY<br />
C10/081 HOTEL FOR INTERNATIONAL TRAINEES MORTIERBRIGADE AGENCY MORTIERBRIGADE BRUSSELS BELGIUM<br />
C10/085 MINUS ONE PROJECT SAMSUNG PRINTERS CHEIL WORLDWIDE GURGAON INDIA<br />
C10/088 TIGER ENERGY PLAYGROUND KRAFT PHILIPPINES TIGER BISCUIT ACE SAATCHI & SAATCHI MAKATI CITY THE PHILIPPINES<br />
C10/093 CHEER O METER COCA-COLA COCA-COLA OGILVY & MATHER ARGENTINA BUENOS AIRES ARGENTINA<br />
CHARITIES<br />
C11/015 RELIEF PET HOUSE ANIMAL RELIEF HEADQUATERS RELIEF PET HOUSE HAKUHODO PRODUCT’S TOKYO JAPAN<br />
C11/031 BARCELONA WORLD RACE WE ARE WATER FOUNDATION WATER FOUNDATION TIEMPO BBDO BARCELONA SPAIN<br />
C11/034 I HAVE ALREADY DIED ALS FOUNDATION NETHERLANDS CHARITY PUBLICIS AMSTERDAM THE NETHERLANDS<br />
C11/037 LOVE PARKING CAMPAIGN GOOD NEIGHBOURS PUBLIC SERVICE INNOCEAN WORLDWIDE SEOUL SOUTH KOREA<br />
C11/041 THE POWER OF A COIN BISCHOEFLICHES HILFSWERK MISEREOR CHARITY KOLLE REBBE HAMBURG GERMANY<br />
C11/042 VICTORIAN NEWSPAPER ANTI-SLAVERY INTERNATIONAL ANTI-SLAVERY INTERNATIONAL JWT LONDON UNITED KINGDOM<br />
C11/077 HAIR FOR HOPE CHULABHORN HOSPITAL CANCER PATIENTS DEPARTMENT THE LEO BURNETT GROUP THAILAND BANGKOK THAILAND<br />
C11/080 LIMITED EDITION SYDNEY DOG’S AND CAT’S HOME ANIMAL SHELTER M&C SAATCHI DIRECT AND DIGITAL MUMBAI INDIA<br />
C11/088 PUT THEM IN OUR SHOES GREENPEACE GREENPEACE LOWE ADVENTA MOSCOW RUSSIA<br />
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C12/009 RESUME CRY CHILD RIGHTS AND YOU CHILD LABOUR AWARENESS GREY GROUP SINGAPORE SINGAPORE<br />
C12/010 KID RESCUE FUNDACIÎN TELEFÎNCA TELEFÎNICA/ FUNDACIÎN TELEFÎNICA Y&R COLOMBIA BOGOTÁ COLOMBIA<br />
C12/029 THE SHIT BOOK ANDERS BERGH/DANSK KENNEL KLUB PUBLIC AWARENESS JWT LONDON UNITED KINGDOM<br />
C12/037 BLOOD RELATIONS THE PERES CENTER FOR PEACE RECONCILIATION BAUMANN BER RIVNAY SAATCHI & SAATCHI RAMAT GAN ISRAEL<br />
C12/040 DRUGS SET YOUR TIMELINE ISRAEL ANTI-DRUG AUTHORITY PUBLIC SERVICE ANNOUNCEMENT MCCANN ERICKSON ISRAEL TEL AVIV ISRAEL<br />
C12/045 BANK OF MEMORIES FUNDACIÎN REINA SOFÊA SOCIAL CONCIOUSNESS CONTRAPUNTO BBDO MADRID SPAIN<br />
C12/055 THE RETURN OF DICTATOR BEN ALI ENGAGEMENT CITOYEN ENGAGEMENT CITOYEN MEMAC OGILVY LABEL TUNISIA TUNIS TUNISIA<br />
C12/080 WHO CARES? SWEDISH ARMED FORCES RECRUITMENT DDB STOCKHOLM SWEDEN<br />
C12/095 INTEGRATION DAY COORDOWN ONLUS WORLD DOWN SYNDROME DAY SAATCHI & SAATCHI MILAN ITALY<br />
C12/097 HELP I WANT TO SAVE A LIFE HELP REMEDIES BANDAGES DROGA5 NEW YORK USA<br />
C12/114 TROJAN SHIRT EXIT DEUTSCHLAND EXIT GERMANY GRABARZ & PARTNER HAMBURG GERMANY<br />
BEST INTEGRATED CAMPAIGN LED BY DIRECT MARKETING<br />
DIRECT SHORTLIST 9<br />
D01/015 THE CNN ECOSPHERE TURNER BROADCASTING SYSTEMS CNN HEIMAT BERLIN GERMANY<br />
D01/031 SHARE A COKE COCA-COLA SOUTH PACIFIC COCA-COLA OGILVY & MATHER SYDNEY AUSTRALIA<br />
D01/035 BLOOD RELATIONS THE PERES CENTER FOR PEACE RECONCILIATION BAUMANN BER RIVNAY SAATCHI & SAATCHI RAMAT GAN ISRAEL<br />
D01/051 HEINEKEN REACH THE SUNRISE HEINEKEN HEINEKEN PUBLICIS ITALY MILAN ITALY<br />
D01/054 M.J BALE GRAZED ON GREATNESS M.J.BALE AUSTRALIAN CRICKET TEAM SPONSORSHIP WHYBIN\TBWA\TEQUILA SYDNEY AUSTRALIA<br />
D01/055 NRMA CAR CREATION INSURANCE AUSTRALIA GROUP NRMA COMPREHENSIVE CAR INSURANCE WHYBIN\TBWA\TEQUILA SYDNEY AUSTRALIA<br />
D01/069 ROMANIANS ARE SMART KANDIA DULCE ROM BV MCCANN ERICKSON BUCHAREST ROMANIA<br />
D01/086 SEARCH ENGINE FOR THE REAL WORLD DODGE DODGE JOURNEY WIEDEN+KENNEDY PORTLAND USA<br />
D01/093 BOOK BURNING PARTY LEO BURNETT DETROIT / TROY PUBLIC LIBRARY TROY PUBLIC LIBRARY LEO BURNETT DETROIT USA<br />
D01/110 A BULLET FOLLOWS YOU UNITED WAY OF PUERTO RICO CRIME PREVENTION BADILLO NAZCA SAATCHI & SAATCHI SAN JUAN PUERTO RICO<br />
D01/111 SMALL BUSINESS GETS AN OFFICIAL DAY AMERICAN EXPRESS AMERICAN EXPRESS CRISPIN PORTER + BOGUSKY BOULDER USA<br />
D01/116 A WOMAN’S NIGHTMARE SAMUSOCIAL CHARITY PUBLICIS CONSEIL PARIS FRANCE<br />
D01/121 BE THE COACH SOUTH AFRICAN BREWERIES CARLING BLACK LABEL OGILVY CAPE TOWN SOUTH AFRICA<br />
D01/124 BYO CUP DAY 7-ELEVEN SLURPEE LEO BURNETT MELBOURNE AUSTRALIA<br />
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PROMO & ACTIVATION SHORTLIST<br />
CAT NO TITLE ADVERTISER PRODUCT ENTRANT / AGENCY COUNTRY<br />
BEST USE OF EXPERIENTIAL MARKETING IN A PROMOTIONAL CAMPAIGN<br />
A01/010 SHARE A COKE COCA-COLA COCA-COLA URBAN SYDNEY AUSTRALIA<br />
A01/020 HOT WHEELS FOR REAL MATTEL HOT WHEELS MISTRESS VENICE USA<br />
A01/025 WIMPY BRAILLE BURGER WIMPY BRAILLE MENU METROPOLITANREPUBLIC JOHANNESBURG SOUTH AFRICA<br />
A01/031 THE SMURF VILLAGE SONY PICTURES RELEASING THE SMURFS 3D MOVIE BUNGALOW25 MADRID SPAIN<br />
A01/039 TIME TRAVELLING AGENCY NESTLÉ SPAIN CAFES LA ESTRELLA LA DESPENSA MADRID SPAIN<br />
A01/043 DUTCH SHARK ALARM FOUNDATION FORTISISLAND PAMPUS MUSEUM ISLE OF PAMPUS OGILVY & MATHER AMSTERDAM THE NETHERLANDS<br />
A01/044 THE LAUNDRY GALLERY SIEMENS ELECTROGERAETE SIEMENS ANTI-VIBRATION WASHING MACHINES SCHOLZ & FRIENDS BERLIN GERMANY<br />
A01/061 SMART EBALL DAIMLER SMART FORTWO ELECTRIC DRIVE BBDO GERMANY DÜSSELDORF GERMANY<br />
A01/063 SERENADE LIVE EVENT HEINEKEN HEINEKEN WIEDEN+KENNEDY AMSTERDAM THE NETHERLANDS<br />
A01/068 YOUR NAME HERE SMITH & WOLLENSKY STEAKHOUSE WALRUS NEW YORK USA<br />
A01/077 SPONGE STREET CLARKS CHINA CLARKS SOFTWEAR SERIES LOWE CHINA SHANGHAI CHINA<br />
A01/079 THE GENEROUS STORE TOMS GRUPPEN ANTHON BERG ROBERT/BOISEN & LIKE-MINDED COPENHAGEN DENMARK<br />
A01/080 WORLD LONGEST PHONECALL TELE2 TELE2 FIXED PRICE SUBSCRIPTION PLAN SMFB OSLO NORWAY<br />
A01/087 KIDS’ KITCHEN ABBA SEAFOOD MIDDAGSKLART (READY-TO-ADD FISH SAUCES) PRIME STOCKHOLM SWEDEN<br />
A01/097 ARIEL FASHION SHOOT P&G ARIEL LIQUID DETERGENT SAATCHI & SAATCHI STOCKHOLM SWEDEN<br />
A01/098 THE GREAT EMBED CANAL + CANAL + RAPP PARIS FRANCE<br />
A01/109 UNDERDOG DAY MARS PETCARE PEDIGREE DOG ADOPTION WHYBIN\TBWA\TEQUILA SYDNEY AUSTRALIA<br />
A01/113 COCA-COLA HAPPINESS MACHINE FOR COUPLES THE COCA-COLA COMPANY COCA-COLA C-SECTION ISTANBUL TURKEY<br />
A01/116 BLEARGH! - HAVE A SUCK AND STICK IT TO THEM FOODSTUFFS PAK’NSAVE DRAFTFCB NEW ZEALAND AUCKLAND NEW ZEALAND<br />
A01/128 SPRITE DUNK INTENSITY METER COCA-COLA NORTH AMERICA SPRITE BBH NEW YORK USA<br />
A01/129 CURIOSISM PINACOTECA DO ESTADO DE SÃO PAULO NEW EXHIBITION OF THE COLLECTION F/NAZCA SAATCHI & SAATCHI SÃO PAULO BRAZIL<br />
A01/138 WHO CARES? SWEDISH ARMED FORCES RECRUITMENT DDB STOCKHOLM SWEDEN<br />
A01/153 THE RETURN OF DICTATOR BEN ALI ENGAGEMENT CITOYEN ENGAGEMENT CITOYEN MEMAC OGILVY LABEL TUNISIA TUNIS TUNISIA<br />
A01/154 BULLY CHOIR OPVOEDINGSLIJN HOTLINE FOR PARENTS DUVAL GUILLAUME MODEM ANTWERP BELGIUM<br />
A01/160 CONCEPT CAR AUTOMOTOR ROAD SAFETY SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV ISRAEL<br />
A01/186 THE UNFINISHED KONZERTHAUS DORTMUND KONZERTHAUS DORTMUND JUNG VON MATT HAMBURG GERMANY<br />
A01/206 NIKE FUELBAND NIKE NIKE FUELBAND @RADICAL.MEDIA NEW YORK USA<br />
A01/211 HAIR FOR HOPE CHULABHORN HOSPITAL CANCER PATIENTS DEPARTMENT THE LEO BURNETT GROUP THAILAND BANGKOK THAILAND<br />
A01/212 REAL FRUIT BOXES CAMP NECTAR JUICE AGE ISOBAR SÃO PAULO BRAZIL<br />
A01/226 IKEA ROTHENBURG IKEA IKEA WIRZ/BBDO ZÜRICH SWITZERLAND<br />
A01/241 INSIGHT SAMSUNG ELECTRONICS SAMSUNG CAMERA CHEIL WORLDWIDE SEOUL SOUTH KOREA<br />
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A02/015 THE GREENEST LEAFLET CAMPAIGN IN THE WORLD WWF HUNGARY WWF AKCIO 360 BUDAPEST HUNGARY<br />
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A02/099 THE ALL NEW ACTROS. EVEN CONVINCES MAN & VOLVO. DAIMLER MERCEDES-BENZ ACTROS JUNG VON MATT STUTTGART GERMANY<br />
A02/136 TROJAN SHIRT EXIT DEUTSCHLAND EXIT GERMANY GRABARZ & PARTNER HAMBURG GERMANY<br />
A02/147 SHEEP ALERT VOLKSWAGEN VOLKSWAGEN FATIQUE DETECTION DDB TRIBAL GROUP BERLIN GERMANY<br />
A02/148 BISS BOTTLE-RECRUITMENT BISS MAGAZIN BISS RECRUITMENT DDB TRIBAL GROUP BERLIN GERMANY<br />
A02/157 PIN BALL FORD PARK ASSIST OGILVY FRANCE PARIS FRANCE<br />
A02/160 GREEN PICKS MTV BRASIL MTV BRASIL LODUCCA SÃO PAULO BRAZIL<br />
A02/162 AUDI FAN MESSENGER AUDI AUDI MOTORSPORT / R8 LMS KEMPERTRAUTMANN HAMBURG GERMANY<br />
A02/169 MOM CALLING CARDS AMMAR AMMAR OGILVY & MATHER ARGENTINA BUENOS AIRES ARGENTINA<br />
A02/170 TEDX HAIRDRESSERS TED TED TALKS OGILVY & MATHER ARGENTINA BUENOS AIRES ARGENTINA<br />
A02/172 FIND YOUR ADVENTURE MINI MINI COUPÉ FEL CONCEPTS AMSTERDAM THE NETHERLANDS<br />
A02/178 THE KILLING STAPLER SANCTUARY MAGAZINE MAGAZINE DDB MUDRA GROUP MUMBAI INDIA<br />
A02/179 THE FINISH LINE MEN OLYMPIKUS RUNNINS DM9SUL PORTO ALEGRE BRAZIL<br />
A02/180 RESCUE-DRIVE ORCA CHEVROLET CHEVROLET COBALT MONUMENTA BRASÍLIA BRAZIL<br />
A02/181 MAGIC SHOWER ROOMS UNILEVER SINGAPORE MAGIC SPELL SOAP JWT SINGAPORE SINGAPORE<br />
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A02/213 THE WINE THAT SOLD BEER DB BREWERIES EXPORT DRY COLENSO BBDO AUCKLAND NEW ZEALAND<br />
A02/214 SORRY ABOUT THE TWIGS, FOLKS DB BREWERIES MONTEITH’S CRUSHED CIDER COLENSO BBDO AUCKLAND NEW ZEALAND<br />
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A03/023 PFIZER: THE TARMY PFIZER PFIZER CHAMPIX ONE GREEN BEAN SYDNEY AUSTRALIA<br />
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A03/086 HERE BALLOON S-OIL S-OIL CHEIL WORLDWIDE SEOUL SOUTH KOREA<br />
A03/094 THE POWER OF A COIN BISCHOEFLICHES HILFSWERK MISEREOR CHARITY KOLLE REBBE HAMBURG GERMANY<br />
A03/095 NEED SPACE IMMOWELT IMMOWELT.DE KOLLE REBBE HAMBURG GERMANY<br />
A03/097 THE WALKING DEAD TEAR OFF POSTER FOX CRIME NORWAY THE WALKING DEAD - SEASON 2 FRANK. OSLO NORWAY<br />
A03/099 SPRITE SHOWER THE COCA-COLA COMPANY SPRITE OGILVY BRASIL SÃO PAULO BRAZIL<br />
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A04/033 ARIEL CHEERS FOR YOU. PROJECT P&G ARIEL LAUNDRY DETERGENT TBWA HAKUHODO TOKYO JAPAN<br />
A04/036 THE WORLD´S FASTEST PURCHASE PUMA PUMA FAAS CIRCUS DF MEXICO CITY MEXICO<br />
A04/047 THE WINE THAT SOLD BEER DB BREWERIES EXPORT DRY COLENSO BBDO AUCKLAND NEW ZEALAND<br />
A04/051 GREAT AMERICAN TRY-ON KIMBERLY CLARK DEPEND OGILVY NEW YORK USA<br />
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PROMO & ACTIVATION SHORTLIST 11<br />
CAT NO TITLE ADVERTISER PRODUCT ENTRANT / AGENCY COUNTRY<br />
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A05/014 HEMA MEGA PUSH-UP BRA HEMA MEGA PUSH-UP BRA DOOM & DICKSON AMSTERDAM THE NETHERLANDS<br />
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A05/034 90 MINUTE CARD CLUB EMELEC 90 MINUTES CARD MARURI GREY GUAYAQUIL ECUADOR<br />
A05/037 DOUBLE BALL COCA-COLA COLOMBIA POWERADE ION4 OGILVY & MATHER COLOMBIA BOGOTÁ COLOMBIA<br />
A05/043 CHEVY SONIC LAUNCH CHEVROLET CHEVROLET SONIC GOODBY SILVERSTEIN & PARTNERS SAN FRANCISCO USA<br />
A05/064 BELIEVE LION NATHAN STEINLAGER DDB GROUP NEW ZEALAND AUCKLAND NEW ZEALAND<br />
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A06/006 LEGO BUILDERS OF SOUND LEGO LEGO SERVICEPLAN MUNICH GERMANY<br />
A06/028 GLAM SHELF UNILEVER SUAVE SHAMPOO OGILVY & MATHER ARGENTINA BUENOS AIRES ARGENTINA<br />
A06/031 FASHION LIKE C&A C&A DDB BRASIL SÃO PAULO BRAZIL<br />
A06/032 FANTASY PHOTO BOOTH FABER-CASTELL MANGA PENS RANGE OGILVY & MATHER SINGAPORE SINGAPORE<br />
BEST USE OF BROADCAST IN A PROMOTIONAL CAMPAIGN<br />
A07/031 THE ABSOLUTE PITCH HMTM HANNOVER ACADAMY OF MUSIC, THEATRE AND MEDIA OGILVY GERMANY FRANKFURT GERMANY<br />
A07/040 KETNET MOVES VRT KETNET TELEVISION CHANNEL BOONDOGGLE LEUVEN BELGIUM<br />
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A07/051 INTEGRATION DAY COORDOWN ONLUS WORLD DOWN SYNDROME DAY SAATCHI & SAATCHI MILAN ITALY<br />
A07/053 BHF - VINNIE THE BRITISH HEART FOUNDATION CHARITY GREY LONDON UNITED KINGDOM<br />
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A08/001 DECLARE LALAPORT MANAGEMENT LAZONA KAWASAKI PLAZA CHARITY DENTSU TEC TOKYO / DENTSU EAST JAPAN TOKYO JAPAN<br />
A08/023 MOBILE MEDIC AUSTRALIAN DEFENCE FORCE DEFENCE UNIVERSITIES SPONSORSHIP GEORGE PATTERSON Y&R MELBOURNE AUSTRALIA<br />
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A09/007 STEAL BANKSY ART SERIES HOTELS HOTEL PROMOTION NAKED COMMUNICATIONS SYDNEY AUSTRALIA<br />
A09/029 THE NIGHTJAR WRIGLEYS 5 GUM ABBOTT MEAD VICKERS BBDO LONDON UNITED KINGDOM<br />
A09/044 PROJECT IMAGIN8ION CANON USA DIGITAL SLR CAMERAS GREY NEW YORK USA<br />
A09/045 SWEBUS JACKPOT SWEBUS LONG DISTANCE BUS ÅKESTAM HOLST STOCKHOLM SWEDEN<br />
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A10/015 TODAY’S YOUTH FOR YESTERDAY’S YOUTH KBC BANK KBC BANK TBWA\BRUSSELS BELGIUM<br />
A10/023 MERRY PAYCHECK DNB - THE NORWEGIAN BANK BANK TRY/APT ADVERTISING AGENCY OSLO NORWAY<br />
A10/043 THE CLAPPING GLOVE HAACHT BREWERY PRIMUS BOONDOGGLE LEUVEN BELGIUM<br />
A10/046 MOTOROLA URBAN ART MOTOROLA ARGENTINA MOTOROLA HUMAN (B-SIDE SA) BUENOS AIRES ARGENTINA<br />
A10/073 BELIEVE LION NATHAN STEINLAGER DDB GROUP NEW ZEALAND AUCKLAND NEW ZEALAND<br />
A10/075 SPONSOR THE WHITE HOUSE RECKITT BENCKISER VANISH NAPISAN CRYSTAL WHITE EURO RSCG AUSTRALIA SYDNEY AUSTRALIA<br />
A10/076 ECO SPORT RUNNER X FORD ECOSPORT JWT ARGENTINA BUENOS AIRES ARGENTINA<br />
A10/079 THE OFFICIAL SPONSORSHIP OF THE AZERBAIJANI OLYMPIC WRESTLERS P&G FEBREZE GREY NEW YORK USA<br />
BEST ONLINE ADVERTISING IN A PROMOTIONAL CAMPAIGN<br />
A11/011 THE SMALLEST IKEA STORE IN THE WORLD IKEA IKEA MEMAC OGILVY & MATHER DUBAI / OGILVY & MATHER FRANKFURT UAE<br />
A11/014 1 CLICK 1 SMILE FOR TOHOKU CHILDREN KIRIN BEVERAGE COMPANY GOGO TEA DENTSU TOKYO JAPAN<br />
A11/023 THE HOME SHOWROOM IKEA TIDAFORS SOFA SMFB OSLO NORWAY<br />
A11/027 MICROSOFT, BRITT’S TELEPHONE MICROSOFT WINDOWS 7.5 FOR SMARTPHONES KUMPANY AMSTERDAM THE NETHERLANDS<br />
A11/031 DISCOUNT UFFE SCANDINAVIAN AIRLINES SAS.DK DIALOGUE PEOPLE/NETPEOPLE DENMARK DENMARK<br />
A11/034 BLUEMOTION ROULETTE VOLKSWAGEN GOLF BLUEMOTION TRY/APT ADVERTISING AGENCY OSLO NORWAY<br />
A11/036 HOUSEHUNTER TEST-DRIVE ARABIAN AUTOMOBILES NISSAN TBWA\RAAD DUBAI UAE<br />
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A11/079 LE CLUB PERRIER NESTLÉ WATERS PERRIER OGILVY FRANCE PARIS FRANCE<br />
A11/094 NEXT GAMES NESTLÉ PRODUCTS MILO CANS OGILVY MALAYSIA KUALA LUMPUR MALAYSIA<br />
A11/102 HUNTER AND BEAR’S 2012 BIRTHDAY PARTY TIPP-EX BIC GROUP WHITEOUT POCKET MOUSE BUZZMAN PARIS FRANCE<br />
BEST USE OF OTHER DIGITAL MEDIA IN A PROMOTIONAL CAMPAIGN<br />
A12/009 KEY TO VIANO MERCEDES-BENZ MERCEDES-BENZ VIANO LUKAS LINDEMANN ROSINSKI HAMBURG GERMANY<br />
A12/016 THE GREEN BOX PROJECT ANHEUSER-BUSCH INBEV BECK’S MOTHER LONDON UNITED KINGDOM<br />
A12/031 TATTOO ADMISSION VARMA SAILOR JERRY RUM DRAFTFCB SPAIN MADRID SPAIN<br />
A12/040 CHOK! CHOK! CHOK! COCA-COLA CHINA COCA-COLA MCCANN WORLDGROUP HONG KONG / UM HONG KONG HONG KONG<br />
A12/045 VIRTUAL DINNER TABLE SAN FERNANDO SAN FERNANDO POULTRY CIRCUS LIMA PERU<br />
A12/047 GOLF STORY GAME VOLKSWAGEN VW GOLF DDB GROUP BELGIUM BRUSSELS BELGIUM<br />
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A12/064 MISSING ADD-ON INITIATIVE VERMISSTE KINDER GERMANY WILL FIND YOU KEMPERTRAUTMANN HAMBURG GERMANY<br />
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A13/004 BOOK BURNING PARTY TROY PUBLIC LIBRARY TROY PUBLIC LIBRARY LEO BURNETT DETROIT USA<br />
A13/028 A LIVE PLAY ON FACEBOOK MAXIM GORKI THEATRE BERLIN EFFI BRIEST 2.0 JUNG VON MATT HAMBURG GERMANY<br />
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A13/042 FAN THE FLAME MINI BELUX MINI TBWA\BRUSSELS BELGIUM<br />
A13/048 LG THIEF LG ELECTRONICS BENELUX OLED TELEVISION Y&R NOT JUST FILM AMSTERDAM THE NETHERLANDS<br />
A13/065 THE MUSEUM OF ME INTEL INTEL CORE I5 PROCESSOR PROJECTOR TOKYO JAPAN<br />
A13/077 THE BEAUTY OF A SECOND MONTBLANC INTERNATIONAL NICOLAS RIEUSSEC CHRONOGRAPH LEO BURNETT MILAN ITALY<br />
A13/079 OBERMUTTEN - A LITTLE VILLAGE GOES GLOBAL GRAUBUENDEN FERIEN GRAUBUENDEN FERIEN JUNG VON MATT/LIMMAT ZÜRICH SWITZERLAND<br />
A13/082 SOUNDTRACK SWEDEN TELIA SONERA SVERIGE MOBILITY DDB STOCKHOLM SWEDEN<br />
A13/084 SMALL BUSINESS GETS AN OFFICIAL DAY AMERICAN EXPRESS AMERICAN EXPRESS CRISPIN PORTER + BOGUSKY BOULDER / DIGITAS BOULDER USA<br />
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A13/107 YOU’VE GOT A CASE AT&T PHONE AND CELL SERVICES BBDO NEW YORK USA<br />
A13/133 THE INSIDE EXPERIENCE INTEL + TOSHIBA TOSHIBA LAPTOP WITH INTEL INSIDE PEREIRA & O’DELL SAN FRANCISCO USA<br />
A13/139 DISCOVER WHAT YOU SHOULD NOT HAVE! CANAL+ BORGIA SERIES CAKE (HAVAS SPORT & ENTERTAINMENT) PUTEAUX FRANCE<br />
A13/143 TRASHCAM HAMBURG STADTREINIGUNG HAMBURG CITY CLEANING HAMBURG SCHOLZ & FRIENDS BERLIN GERMANY<br />
A13/153 ANTI ALCOHOL BLAUES KREUZ ANTI ALCOHOL ORGANISATION ADVICO Y&R ZÜRICH SWITZERLAND<br />
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B01/070 THE WORST BREATH IN THE WORLD FERRERO TIC TAC OGILVY FRANCE PARIS FRANCE<br />
B01/072 TOUCH THE UNTOUCHABLE WRIGLEY CANADA SKITTLES BBDO TORONTO CANADA<br />
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B01/082 THE SECRET IDOL EZAKI GLICO FRUIT GELATO ICE CREAM ENGINE FILM TOKYO JAPAN<br />
B01/084 SHARE A COKE COCA-COLA SOUTH PACIFIC COCA-COLA OGILVY & MATHER SYDNEY AUSTRALIA<br />
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B01/102 BYO CUP DAY 7-ELEVEN SLURPEE LEO BURNETT MELBOURNE AUSTRALIA<br />
B01/109 THE HUMAN PRESERVATION PROJECT WRIGLEY 5 GUM 42 ENTERTAINMENT BURBANK USA<br />
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B02/006 TATTOO ADMISSION VARMA SAILOR JERRY RUM DRAFTFCB SPAIN MADRID SPAIN<br />
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B02/021 THE CLAPPING GLOVE HAACHT BREWERY PRIMUS BOONDOGGLE LEUVEN BELGIUM<br />
B02/025 VIDEOSNATCH CARLSBERG GROUP TUBORG OGILVY & MATHER UKRAINE KIEV UKRAINE<br />
B02/035 SORRY ABOUT THE TWIGS, FOLKS DB BREWERIES MONTEITH’S CRUSHED CIDER COLENSO BBDO AUCKLAND NEW ZEALAND<br />
FAST MOVING CONSUMER GOODS (NOT INCLUDING FOOD)<br />
B03/006 THE 3M EARPLUGS VOLUME-DOWN PACKAGING 3M DEUTSCHLAND 3M SOLAR EAR PLUGS SCHOLZ & FRIENDS BERLIN GERMANY<br />
B03/021 THE SURF CLUB PROJECT DULUX DULUX WEATHERSHIELD CLEMENGER BBDO MELBOURNE AUSTRALIA<br />
B03/023 DOWNY SOFTNESS EXCHANGE MACHINE P&G DOWNY GREY MEXICO MEXICO CITY MEXICO<br />
B03/048 SPONSOR THE WHITE HOUSE RECKITT BENCKISER VANISH NAPISAN CRYSTAL WHITE EURO RSCG AUSTRALIA SYDNEY AUSTRALIA<br />
DURABLE GOODS<br />
B04/005 IKEA ROTHENBURG IKEA IKEA WIRZ/BBDO ZÜRICH SWITZERLAND<br />
B04/020 HANDPAINTED OUTDOORS ROYAL COPENHAGEN HANDPAINTED PORCELAIN UNCLE GREY COPENHAGEN DENMARK<br />
B04/022 THE BEAUTY OF A SECOND MONTBLANC INTERNATIONAL NICOLAS RIEUSSEC CHRONOGRAPH LEO BURNETT MILAN ITALY<br />
B04/035 DIG DEEPER HBO TRUE BLOOD BBDO NEW YORK USA<br />
B04/043 BID YOUR SWEAT NIKE NIKE + JWT MEXICO MEXICO CITY MEXICO<br />
B04/044 FIND THE FORCE OF SILENCE ROWENTA / SEB GROUP ROWENTA PUBLICIS CONSEIL PARIS FRANCE<br />
B04/068 GRILL MAYOR MCCORMICK GRILL MATES MCCORMICK GRILL MATES R/GA NEW YORK USA<br />
RETAIL (INCL. RESTAURANTS)<br />
B05/005 WIMPY BRAILLE BURGER WIMPY BRAILLE MENU METROPOLITANREPUBLIC JOHANNESBURG SOUTH AFRICA<br />
B05/032 VIP FRIDGE MAGNET RED TOMATO PIZZA RESTAURANT TBWA\RAAD DUBAI UAE<br />
B05/046 HAMBURGER TIMETABLE MCDONALD’S MCDONALD’S RESTAURANT AT CENTRAL TRAIN STATION DDB WARSAW POLAND<br />
B05/059 FASHION LIKE C&A C&A DDB BRASIL SÃO PAULO BRAZIL<br />
B05/060 LOOK BLOCK C&A C&A DDB BRASIL SÃO PAULO BRAZIL<br />
B05/063 FLAVOR RADIO BR KOREA DUNKIN’ DONUTS CHEIL WORLDWIDE SEOUL SOUTH KOREA<br />
B05/065 SUNNY SALE EMART EMART CHEIL WORLDWIDE SEOUL SOUTH KOREA<br />
B05/075 MAGAZINEYOU MAGAZINE LUIZA MAGAZINE OGILVY BRASIL SÃO PAULO BRAZIL<br />
CARS & AUTOMOTIVE SERVICES<br />
B06/007 HOW TO DISAPPEAR A 25,000 CAR JAM? TOM TOM TOM TOM HD TRAFFIC BUNGALOW25 MADRID SPAIN<br />
B06/032 THE WINTER ADJUSTED BEAR VOLKSWAGEN GROUP SWEDEN VOLKSWAGEN 4MOTION CARS DDB STOCKHOLM SWEDEN<br />
B06/038 UNDERCOVER TESTDRIVE ALFA ROMEO 159 DUVAL GUILLAUME MODEM ANTWERP BELGIUM<br />
B06/059 THE PEOPLE’S CAR PROJECT VOLKSWAGEN GROUP CHINA VOLKSWAGEN PROXIMITY CHINA BEIJING CHINA<br />
B06/060 TOYOTA IQ STREETVIEW TOYOTA BELGIUM TOYOTA IQ HAPPINESS BRUSSELS BELGIUM<br />
B06/068 HERE BALLOON S-OIL S-OIL CHEIL WORLDWIDE SEOUL SOUTH KOREA<br />
ENTERTAINMENT & LEISURE<br />
B07/027 CURIOSISM EXHIBITION PINACOTECA DO ESTADO DE SÃO PAULO NEW EXHIBITION OF THE COLLECTION F/NAZCA SAATCHI & SAATCHI SÃO PAULO BRAZIL<br />
B07/044 GAME SIGNATURES AUSTRALIAN FOOTBALL LEAGUE 2011 FINALS SERIES GEORGE PATTERSON Y&R MELBOURNE AUSTRALIA<br />
B07/052 AN UNEXPECTED VISIT SPANAIR CHRISTMAS CAMPAIGN SHACKLETON MADRID SPAIN<br />
B07/060 GREAT PAPER AIRPLANE PROJECT PIMA AIR AND SPACE MUSEUM PIMA AIR & SPACE MUSEUM BBDO SAN FRANCISCO USA<br />
B07/065 ONE COPY SONG ADAM TENSTA ADAM TENSTA R/GA NEW YORK USA<br />
B07/075 SHEIKH ASEFA ESTUDIANTES BASKETBALL CLUB MCCANN ERICKSON SPAIN MADRID SPAIN<br />
PUBLICATIONS & MEDIA<br />
PROMO & ACTIVATION SHORTLIST<br />
B08/012 GUITAR PEE BILLBOARD BRASIL BILLBOARD MAGAZINE ALMAPBBDO SÃO PAULO BRAZIL<br />
B08/015 PUSH TO ADD DRAMA TNT TURNER BROADCASTING SYSTEM TV CHANNEL DUVAL GUILLAUME MODEM ANTWERP BELGIUM<br />
B08/018 DOWNLOAD CONCERT COCA-COLA COLOMBIA COKE FM OGILVY & MATHER COLOMBIA BOGOTÁ COLOMBIA<br />
B08/024 THE BOOK THAT CAN´T WAIT ETERNA CADENCIA ETERNA CADENCIA DRAFTFCB BUENOS AIRES ARGENTINA<br />
B08/025 DISCOVER WHAT YOU SHOULD NOT HAVE! CANAL+ BORGIA SERIES CAKE (HAVAS SPORT & ENTERTAINMENT) PUTEAUX FRANCE<br />
B08/029 MIX AGAINST AIDS RADIO MIX FM RADIO STATION QUÊ COMUNICAÇÃO RIO DE JANEIRO BRAZIL<br />
B08/032 SEARCH FOR THE WORLD CHAMPIONSHIP BABY NBC SPORTS GROUP COMCAST SPORTSNET BAY AREA BBDO SAN FRANCISCO USA<br />
SUNDAY, JUNE 17,2012
CAT NO TITLE ADVERTISER PRODUCT ENTRANT / AGENCY COUNTRY<br />
B08/038 THE HEADLINE NEWS CUP SLEEVE AL NISR PUBLISHING GULF NEWS Y&R DUBAI UAE<br />
B08/044 ALCATRAZ DELIVERY LA SEXTA ALCATRAZ TELEVISION SHOW LEO BURNETT IBERIA MADRID SPAIN<br />
B08/045 GOD’S OWN DELIVERY BOYS BENNETT, COLEMAN & CO. THE TIMES OF INDIA - KERALA JWT MUMBAI INDIA<br />
B08/048 THE NATIONAL SURPRISE PARTY JOE FM RADIO DALLAS ANTWERP BELGIUM<br />
FINANCIAL PRODUCTS & SERVICIES<br />
B09/013 SMALL BUSINESS GETS AN OFFICIAL DAY AMERICAN EXPRESS AMERICAN EXPRESS CRISPIN PORTER + BOGUSKY BOULDER / DIGITAS NEW YORK USA<br />
B09/020 CAR VS PIANO INTOUCH CAR INSURANCE BBDO RUSSIA GROUP MOSCOW RUSSIA<br />
BUSINESS PRODUCTS & SERVICES<br />
B10/007 THE CHECK-IN THIEF SANYO VIDEO VERTRIEB SANTEC VIDEO SECURITY SERVICEPLAN MUNICH GERMANY<br />
CORPORATE IMAGE & INFORMATION<br />
B11/028 FASTEST CHRISTMAS CARD BMW (SCHWEIZ) BMW M5 DRAFTFCB ZÜRICH SWITZERLAND<br />
B11/032 THE SOLAR ANNUAL REPORT 2011 AUSTRIA SOLAR VERBAND AUSTRIA SOLAR SERVICEPLAN MUNICH GERMANY<br />
B11/035 MERRY PAYCHECK DNB - THE NORWEGIAN BANK BANK TRY/APT ADVERTISING AGENCY OSLO NORWAY<br />
B11/042 THE WORLD’S MOST DOWNLOADED MAN CAMERA CLARA PHOTOGRAPHY STUDIO PHOTOGRAPHY STUDIO FILADELFIA COMUNICAÇÃO BELO HORIZONTE BRAZIL<br />
B11/059 BOTTLE LIGHT PEPSICO PEPSI BBDO GUERRERO MAKATI CITY THE PHILIPPINES<br />
B11/060 TURN ON CHRISTMAS WITH VODAFONE VODAFONE VODAFONE TANGO MADRID SPAIN<br />
B11/062 CHEER O METER COCA-COLA COCA-COLA OGILVY & MATHER ARGENTINA BUENOS AIRES ARGENTINA<br />
B11/065 THE FINISH LINE MEN OLYMPIKUS RUNNINS DM9SUL PORTO ALEGRE BRAZIL<br />
B11/087 BABY LOOK MARISA MARISA FISCHER & FRIENDS SÃO PAULO BRAZIL<br />
COMMERCIAL PUBLIC SERVICES INCL. HEALTHCARE & MEDICAL<br />
B12/005 PFIZER: THE TARMY PFIZER PFIZER CHAMPIX ONE GREEN BEAN SYDNEY AUSTRALIA<br />
B12/016 TERRA POO WIFI TERRA MÉXICO TERRA DDB MEXICO MEXICO CITY MEXICO<br />
B12/031 BRACKETS BY SIX YEAR OLDS AT&T AT&T BBDO NEW YORK USA<br />
B12/032 + ARTE BRAZILIAN ACADEMY OF ART INSTITUTIONAL DDB BRASIL SÃO PAULO BRAZIL<br />
B12/043 BIN THE WORST OF 2011 FCC - CITIZEN SERVICES FCC SEASON’S GREETINGS SHACKLETON MADRID SPAIN<br />
CHARITIES<br />
B13/031 I HAVE ALREADY DIED ALS FOUNDATION NETHERLANDS CHARITY PUBLICIS AMSTERDAM THE NETHERLANDS<br />
B13/042 WHO CARES? SWEDISH ARMED FORCES RECRUITMENT DDB STOCKHOLM SWEDEN<br />
B13/063 AMAZON PROJECT WAVES FOR WATER WAVES FOR WATER LODUCCA SÃO PAULO BRAZIL<br />
B13/064 INK PAD DOOR STEP SCHOOL DOOR STEP SCHOOL LEO BURNETT INDIA MUMBAI INDIA<br />
B13/074 HAIR FOR HOPE CHULABHORN HOSPITAL CANCER PATIENTS DEPARTMENT THE LEO BURNETT GROUP THAILAND BANGKOK THAILAND<br />
B13/084 THE POWER OF A COIN BISCHOEFLICHES HILFSWERK MISEREOR CHARITY KOLLE REBBE HAMBURG GERMANY<br />
B13/098 I WILL WORK FOR FREE PARALIFE FOUNDATION DISABILITY UNEMPLOYMENT AWARENESS PUBLICIS MEXICO MEXICO<br />
B13/104 THE CHARITY TEST DRIVE DAIMLER MERCEDES-BENZ JUNG VON MATT HAMBURG GERMANY<br />
PUBLIC HEALTH & SAFETY, PUBIC AWARENESS MESSAGES<br />
B14/025 RIVERS OF LIGHT MINISTRY OF DEFENSE HUMANITARIAN DEMOBILIZATION PROGRAM LOWE-SSP3 BOGOTÁ COLOMBIA<br />
B14/030 THE CASTING ASSOCIAZIONE ONLUS SIEROPOSITIVO.IT WORLD AIDS DAY 2011 TBWA\ITALIA MILAN ITALY<br />
B14/045 SAVE THE LIFE AVIS NAZIONALE VOLUNTEER ASSOCIATION OF BLOOD DONATION LEO BURNETT MILAN ITALY<br />
B14/053 THE RETURN OF DICTATOR BEN ALI ENGAGEMENT CITOYEN ENGAGEMENT CITOYEN MEMAC OGILVY LABEL TUNISIA TUNIS TUNISIA<br />
B14/057 ART NEVER SEEN AUDIODESCRIPTION FOUNDATION AUDIO DESCRIPTION AWARENESS DDB WARSAW POLAND<br />
B14/058 THE ANTI-TERROR BAG PERCEPT PERCEPT PERCEPT/H MUMBAI INDIA<br />
B14/062 SO YOU THINK YOU WILL DANCE? STOP THE TRAFFIK COALITION TO HELP STOP THE SALE OF PEOPLE DUVAL GUILLAUME MODEM ANTWERP BELGIUM<br />
B14/072 SMOKING KID THAI HEALTH PROMOTION FOUNDATION ANTI-SMOKING AWARENESS OGILVY & MATHER BANGKOK THAILAND<br />
B14/073 HELP I WANT TO SAVE A LIFE HELP REMEDIES BANDAGES DROGA5 NEW YORK USA<br />
B14/082 WAITING TICKET SANTA CASA DE MISERICÎRDIA DE SÃO PAULO ORGAN DONATION Y&R SÃO PAULO BRAZIL<br />
B14/088 RADIO GHOSTS JOHANNITER-UNFALL-HILFE VOLUNTARY HUMANITARIAN ORGANISATION SERVICEPLAN MUNICH GERMANY<br />
B14/091 TEDX HAIRDRESSERS TED TED TALKS OGILVY & MATHER ARGENTINA BUENOS AIRES ARGENTINA<br />
B14/106 TWEETBULLETS MUSEO DE MEMORIA Y TOLERANCIA MUSEO DE MEMORIA Y TOLERANCIA OGILVY MEXICO MEXICO CITY MEXICO<br />
BEST INTEGRATED CAMPAIGN LED BY PROMOTION AND ACTIVATION<br />
PROMO & ACTIVATION SHORTLIST 15<br />
C01/010 IKEA ROTHENBURG IKEA IKEA WIRZ/BBDO ZÜRICH SWITZERLAND<br />
C01/023 CHANGE FLIGHT AND AIRLINE WIDERØE TORP AIRPORT MCCANN NORWAY OSLO NORWAY<br />
C01/026 THE SECRET IDOL EZAKI GLICO FRUIT GELATO ICE CREAM ENGINE FILM TOKYO / DENTSU KANSAI OSAKA JAPAN<br />
C01/034 STEAL BANKSY ART SERIES HOTELS HOTEL PROMOTION NAKED COMMUNICATIONS SYDNEY AUSTRALIA<br />
C01/035 THE CNN ECOSPHERE TURNER BROADCASTING SYSTEMS DEUTSCHLAND CNN HEIMAT BERLIN GERMANY<br />
C01/049 I HAVE ALREADY DIED ALS FOUNDATION NETHERLANDS CHARITY PUBLICIS AMSTERDAM THE NETHERLANDS<br />
C01/051 MEMORIES FOR THE FUTURE GOOGLE JAPAN GOOGLE HAKUHODO TOKYO / HAKUHODO KETTLE TOKYO JAPAN<br />
C01/056 NAMES PROMOTION MICASA FURNITURE RETAILER SPILLMANN/FELSER/LEO BURNETT ZÜRICH SWITZERLAND<br />
C01/071 WHO CARES? SWEDISH ARMED FORCES RECRUITMENT DDB STOCKHOLM SWEDEN<br />
C01/077 THE BEAUTY OF A SECOND MONTBLANC INTERNATIONAL NICOLAS RIEUSSEC CHRONOGRAPH LEO BURNETT MILAN ITALY<br />
C01/095 IKEA RENT IKEA IKEA RENT 303LOWE SYDNEY AUSTRALIA<br />
C01/122 THE PEOPLE’S CAR PROJECT VOLKSWAGEN GROUP CHINA VOLKSWAGEN PROXIMITY CHINA BEIJING CHINA<br />
C01/123 THE WORLD´S FASTEST PURCHASE PUMA PUMA FAAS CIRCUS DF MEXICO CITY MEXICO<br />
C01/133 INSIGHT SAMSUNG ELECTRONICS SAMSUNG CAMERA CHEIL WORLDWIDE SEOUL SOUTH KOREA<br />
C01/149 BE THE COACH SOUTH AFRICAN BREWERIES CARLING BLACK LABEL OGILVY CAPE TOWN SOUTH AFRICA<br />
C01/151 BYO CUP DAY 7-ELEVEN SLURPEE LEO BURNETT MELBOURNE AUSTRALIA<br />
C01/158 SORRY ABOUT THE TWIGS, FOLKS DB BREWERIES MONTEITH’S CRUSHED CIDER COLENSO BBDO AUCKLAND NEW ZEALAND<br />
C01/171 THE HUMAN PRESERVATION PROJECT WRIGLEY 5 GUM 42 ENTERTAINMENT BURBANK USA<br />
C01/174 BHF - VINNIE THE BRITISH HEART FOUNDATION CHARITY GREY LONDON UNITED KINGDOM<br />
C01/187 HELL PIZZA ROULETTE HELL PIZZA HELL PIZZA BARNES, CATMUR & FRIENDS AUCKLAND NEW ZEALAND<br />
SUNDAY, JUNE 17,2012
16<br />
MOBILE<br />
Brands score with<br />
MOBILE<br />
ANDY FAVELL, EDITOR, MOBITHINKING.COM, LOOKS<br />
AT HOW MOBILE HELPS COMPANIES DELIVER<br />
STRATEGIC OBJECTIVES<br />
AS WITNESSED by the<br />
mountain of entries for<br />
the inaugural Mobile<br />
Lions, brands have made<br />
mobile their mission.<br />
Indeed, with six billion mobile<br />
subscribers worldwide (source: ITU),<br />
every company should aim to engage<br />
with customers via mobile Web, SMS,<br />
apps and ads. But mobile per se<br />
shouldn’t be the mission, it should be the<br />
vehicle, or one of the vehicles, by which<br />
the brand fulfils predefined strategic<br />
goals. This article analyses eight diverse<br />
mobile initiatives — suggested by<br />
mobile experts. In each case the creative<br />
idea marries the needs of both customer<br />
and brand, and uses mobile as part of<br />
the execution. Depending on your<br />
viewpoint, the creative idea may be<br />
inspired or mainstream; the use of<br />
mobile cutting edge or passé. But the<br />
mission is clear to see and in every case is<br />
more than just ‘We’ve got to be mobile’.<br />
Set realist business objectives. Execute<br />
using the most appropriate channel to<br />
reach the target audience. Deliver long<br />
term customer engagement. Mission<br />
complete.<br />
HEINEKEN STAR PLAYER<br />
(EUROPE 2011-12)<br />
GOAL: (for consumer) make sport on TV<br />
more fun; (for brand) deliver pro-longed<br />
brand engagement, capitalise on event<br />
sponsorship<br />
Heineken is a sponsor of the UEFA<br />
Champions League. Heineken Star<br />
Player is aimed at the 72% of the billion<br />
football fans who watch the Champions<br />
League alone at home. It enables<br />
football fans to play along — in multiple<br />
languages — with Champions League<br />
SUNDAY, JUNE 17,2012<br />
matches on the Web or via a mobile<br />
application. To score points, players<br />
anticipate events that will happen live on<br />
the pitch, such as whether a goal is about<br />
to be scored. Players share scores via<br />
Facebook and compete with others in a<br />
global league. Star Player launched<br />
during the 2010/11 season and<br />
continued during the 2011/12 season.<br />
On average, brand engagement is 59<br />
minutes per user, according to AKQA,<br />
the agency behind Star Player. To date, it<br />
has generated 370 news and blog<br />
articles, 24,000 tweets and has won 25<br />
awards including Gold Cyber Lion at<br />
Cannes 2011.<br />
WWW.AKQA.COM/WORK/HEINEKEN/STAR-PLAYER<br />
HOMEPLUS (TESCO)<br />
VIRTUAL STORE<br />
(SOUTH KOREA, 2011-12)<br />
GOAL: more convenient shopping;<br />
increase market share<br />
Homeplus, the second largest retailer in<br />
South Korea, wanted to increase sales<br />
without the need to build more stores.<br />
The answer was a billboard campaign in<br />
n Heineken Star<br />
Player gave<br />
gamers the<br />
opportunity to<br />
play along with<br />
Champions<br />
League matches
a busy Seoul subway station, displaying<br />
supermarket shelves of products, which<br />
commuters could browse and purchase<br />
using their smartphone as they waited<br />
for a train. each product had a quickresponse<br />
(QR) code, which, when<br />
snapped using the phone’s camera,<br />
would drop the product into the<br />
customer’s online shopping basket.<br />
Goods are delivered, on payment, to the<br />
shopper’s home at their convenience.<br />
The campaign, devised by Cheil<br />
Worldwide, helped to drive 10,000<br />
smartphone shoppers to the online<br />
store, increased sales by 130%, pushing<br />
Homeplus to the top spot in online<br />
grocery sales and proving the concept of<br />
the virtual store. Homeplus officially<br />
launched the virtual store in Seoul’s<br />
Seonreung subway station in August<br />
2011, and has plans for 20 similar stores<br />
at bus stops. The smartphone app has<br />
been downloaded 900,000 times. The<br />
virtual store reportedly delivers sales of<br />
Won30m (€20,224) per week.<br />
international acclaim — helped by<br />
winning Cannes media lions 2011<br />
Grand Prix — has led to retailers<br />
elsewhere copying the virtual store<br />
concept.<br />
LEGO LIFE OF GEORGE<br />
(US, 2011-12)<br />
GOAL: entertain and challenge; make<br />
lego relevant to the digital audience,<br />
expand the customer base<br />
Danish toy manufacturer lego combines<br />
the digital and physical worlds as it<br />
challenges people in a race to build<br />
models against the clock. launched in<br />
September 2011, The life of George<br />
mobile app (free download, Android<br />
and ioS devices), sets building tasks<br />
based on images from George’s<br />
scrapbook of travel pictures. The<br />
competitor uses a special box of lego<br />
bricks and building board (cost: €29.99)<br />
to recreate the image, then takes a<br />
picture with the smartphone, triggering<br />
the “brick-recognition software”, which<br />
stops the clock. Points are awarded<br />
according to accuracy and time taken.<br />
The mix of digital and physical makes<br />
lego more relevant to a slightly older<br />
demographic than usual — it’s marketed<br />
at anyone eight years upwards —<br />
particularly those with a penchant for<br />
computer games. The concept<br />
incorporates a narrative, based on<br />
George, a software engineer and wouldbe<br />
adventurer, and offers plenty of<br />
opportunity for new storylines. Since<br />
launch lego has introduced two digital<br />
updates with 45 new challenges. Sales<br />
statistics are unavailable, but to-date life<br />
of George has generated 165 news<br />
articles and 294 million page<br />
impressions and was a winner at the<br />
SXSW Awards 2012.<br />
HTTP://GEORGE.LEGO.COM/<br />
n Building<br />
against the clock<br />
for Lego's The<br />
Life Of George<br />
has attracted<br />
an older<br />
demographic<br />
MCDONALD’S PICK’N’PLAY<br />
(SWEDEN, 2011)<br />
GOAL: entertain and reward; drive<br />
footfall in store, reinforce brand loyalty<br />
An interactive billboard campaign in<br />
Stockholm challenged passers-by to a<br />
game of table tennis (think back to the<br />
classic 2D arcade game Pong). To take<br />
part, the competitor goes to the mobile<br />
site, which uses the phone’s GPS to<br />
determine if they are in the game zone,<br />
and selects the mcDonald’s goodie they<br />
wish to win. Then they play the<br />
computer at table tennis, live on the<br />
digital billboard, using their phone’s<br />
touch screen to control the bat. if they<br />
last 30 seconds they win the selected<br />
prize — a mobile coupon is sent to their<br />
phone with directions to the nearest<br />
mcDonald’s outlet. All this completed<br />
without needing to download any app<br />
(it uses an HTml5-based web app).<br />
According to DDb, on the first weekend<br />
460 people played in just five hours,<br />
resulting in 400 cashed-in coupons and<br />
the busiest Saturday of the year at the<br />
nearby mcDonald’s. The promotion is<br />
part of an ongoing outdoor media<br />
campaign crafted by DDb.<br />
WWW.DDB.SE/#/WORK/PICKNPLAYVIDEO/<br />
NIKE+<br />
(GLOBAL, 2006-12)<br />
GOAL: track, improve and share athletic<br />
performance; build customer loyalty<br />
Since Nike+ was launched in may 2006,<br />
it has grown to become a social network<br />
of six million runners. it has undergone<br />
SUNDAY, JUNE 17,2012<br />
17<br />
gradual reinvention as mobile<br />
technology has improved. it started<br />
with a motion sensor placed into a<br />
specially designed Nike running shoe,<br />
which enabled runners to track their<br />
performance using an Apple iPod<br />
music player. on completion the data<br />
was uploaded to the Nike+ website,<br />
where all previous runs were<br />
recorded, performance analysed and<br />
the experiences shared with friends.<br />
in 2010, Nike launched a mobile app<br />
that uses GPS and the device’s<br />
accelerometer to track running<br />
performance, offers motivation en<br />
route and broadcasts progress to the<br />
Nike+ website. The multi-language<br />
app went on to become the second alltime<br />
best seller on Apple’s App Store<br />
(US$1.99), according to R/GA, the<br />
agency that created the app, and has<br />
added nine awards to the brimming<br />
Nike+ cabinet. This year, Nike+ is<br />
expanding with smartphone apps to<br />
track basketball and training<br />
performance, using a motion sensor<br />
in the relevant shoes. Also launched<br />
this year, the NiKe+ Fuelband, worn<br />
as a bracelet, which tracks daily<br />
activity. Nike doesn’t disclose the<br />
exact contribution of Nike+ to annual<br />
sales or its marketing efforts, but<br />
Fortune magazine points out that<br />
Nike spends 40% less on TV and print<br />
advertising in the US than it did three<br />
years ago.<br />
HTTP://WWW.NIKEPLUS.COM<br />
SAFARICOM M-PESA<br />
(KENYA, 2007-12)<br />
GOAL: provide essential financial<br />
services; reduce customer churn,<br />
deliver revenue<br />
launched in march 2007, Safaricom’s<br />
m-PeSA enables Kenyans to use their<br />
mobile phone to transfer money,<br />
perhaps to a family member’s phone<br />
back home, for a small fee. Five years<br />
on, the service is used by 14.91 million<br />
people — 37% of the Kenyan<br />
population. Customers can reload their<br />
m-wallet or withdraw cash at a network<br />
of 39,400 agents. Financial services<br />
now include paying utility bills or<br />
school fees, in store purchases, mtickets,<br />
phone top-ups, paying wages,<br />
cash withdrawal from ATms and<br />
sending money from 45 countries<br />
overseas — all without needing a bank<br />
account or card. m-PeSA doesn’t need a<br />
smartphone or an app and works on the<br />
lowliest of handsets. To use m-PeSA in<br />
Kenya you must be a Safaricom<br />
customer. but this isn’t just a valueadded<br />
service, the annual accounts<br />
show m-PeSA generated 16% of the<br />
operator’s annual revenue in 2011/12.<br />
The service has won numerous awards<br />
and international recognition for<br />
Safaricom. m-PeSA is widely<br />
fff
18<br />
MOBILE<br />
fff<br />
heralded as the prototype for<br />
bringing financial inclusion to the<br />
vast numbers of unbanked people<br />
around the world. Safaricom parent<br />
Vodafone has subsequently launched<br />
M-PESA in Afghanistan, Tanzania, Fiji<br />
and South Africa.<br />
WWW.SAFARICOM.CO.KE/INDEX.PHP?ID=250<br />
STARBUCKS MOBILE PAYMENT<br />
(US, CANADA, UK 2011-12)<br />
GOAL: make paying easier, engender<br />
and reward loyalty; streamline<br />
payment<br />
Coffee-shop chain Starbucks is one of<br />
the first retailers outside Japan to<br />
embrace tap-and-go mobile<br />
payments. Since the rollout began in<br />
January 2011 customers have paid 45<br />
million times, simply by touching<br />
their smartphone to a contactless<br />
terminal. These terminals have now<br />
been introduced to 9,000 outlets<br />
(including Safeway and Target stores)<br />
across the US. The rollout has now<br />
extended to Canada and the UK.<br />
To pay this way requires the<br />
download of a mobile app (free<br />
download, Android, iOS devices). The<br />
app is an extension of Starbuck’s<br />
popular loyalty card and enables<br />
customers to recharge the card, check<br />
their balance or loyalty points and<br />
find the nearest store — but paying is<br />
the most popular use. The company<br />
believes the mobile apps have<br />
attracted new customers, as well as<br />
existing reward-card holders. Never<br />
shy of milking marketing collateral<br />
from its innovations, one year after<br />
launch, CEO Howard Schultz was<br />
claiming in a shareholder briefing<br />
that Starbucks was the world number<br />
one in mobile payments.<br />
WWW.STARBUCKS.COM/COFFEEHOUSE/MOBILE-<br />
APPS/STARBUCKS-CARD-MOBILE<br />
TEXT4BABY<br />
(US, RUSSIA, 2010-12)<br />
GOAL: useful information for<br />
mothers; improve health through<br />
education; CSR credibility for<br />
sponsors.<br />
Each year in the US, more than<br />
500,000 babies are born prematurely<br />
and an estimated 28,000 children die<br />
before their first birthday. The<br />
Text4baby campaign was launched in<br />
February 2010 to help combat this<br />
issue through education of expectant<br />
and new mothers. To date, 347,000<br />
women have signed up to receive<br />
1 6/6/12 6:19 PM<br />
Free Hat<br />
SUNDAY, JUNE 17,2012<br />
three free prenatal and postnatal<br />
health-related tips and alerts per<br />
week in English or Spanish. Messages<br />
are delivered via SMS, which means<br />
they work on all phones, and<br />
messages are guaranteed to be free,<br />
regardless of operator price plan. The<br />
program is backed by an array of<br />
governmental, charitable and<br />
commercial organisations including<br />
The National Healthy Mothers,<br />
Healthy Babies Coalition, Johnson &<br />
Johnson (founding sponsor), Voxiva<br />
and CTIA, and is promoted by 790<br />
different organisations. The mother<br />
registers for the service by texting the<br />
word BABY (or BEBE in Spanish) to<br />
the number 511411. She is then asked<br />
to enter the baby’s due date or<br />
birthday and zip code.<br />
A Russian version of Text4baby was<br />
launched in 2011, and there are plans<br />
to expand to other countries.^<br />
HTTP://WWW.TEXT4BABY.ORG/<br />
SCAN THE QR CODE FOR VIDEO CASE STUDIES<br />
AUTHOR’S<br />
NOTES<br />
The author would like to thank the mobile experts who suggested mobile<br />
campaigns and services that inspired them. The opinions expressed here<br />
are those of the author and do not necessarily reflect the opinions of those<br />
who contributed. You can find more detail on all these campaigns,<br />
including video case studies, on<br />
WWW.MOBITHINKING.COM/ MOBILE-MISSION
Branded content<br />
CAN BE FUN<br />
GERMANS BELIEVE BRANDED ENTERTAINMENT IS FUN, AND, WHEN<br />
IT’S HARNESSED TO GERMAN PRAGMATISM AND PERFECTIONISM,<br />
THE RESULTS CAN BE IMPRESSIVE. SANDRA FREISINGER-HEINL, OF<br />
BRANDED ENTERTAINMENT ONLINE (BEO) AND MA MEDIA, REPORTS<br />
PRODUCT placement has<br />
been making headlines in<br />
Germany. First there was<br />
the semi-final of the TV<br />
format Germany’s Next<br />
Top Model, which saw model Heidi<br />
Klum present the four finalists with an<br />
Opel Corsa car. And before that there<br />
were the hungry inhabitants of the<br />
jungle camp in I’m A Celebrity… Get Me<br />
Out Of Here!, who were presented with<br />
a treasure box of Pick Up! chocolate bars.<br />
The success of such strategies has been<br />
proved by market research into brand<br />
awareness and readiness-to-buy. Media<br />
agencies are now adapting their<br />
approach to sponsorship in order to<br />
integrate all the parameters into a<br />
campaign. In the meantime, new<br />
evaluation methods for branded<br />
entertainment, such as the Branded<br />
Entertainment Assessment Model<br />
(BEAM) by Ogilvy, have been welcomed<br />
by German marketers and advertisers.<br />
Since April 2010, with the liberalisation<br />
of product placement on German<br />
television, much more has been made<br />
possible beyond mere product supply.<br />
Commercial broadcasters are also<br />
becoming involved. The current market<br />
leader is SevenOne AdFactory, which is<br />
responsible for cross-linked concepts<br />
n The Hasbro Nerf<br />
Blaster featured in<br />
the comedy series<br />
Stromberg,<br />
inspired by the<br />
Ricky Gervais<br />
series The Office<br />
within the ProSiebenSat.1 Group and<br />
which has already completed around 50<br />
placement projects since the relaxation<br />
of the legislation. The view from the RTL<br />
Group is that product placement in<br />
Germany is still in its infancy but that its<br />
early successes indicate a promising<br />
future. “Branded entertainment is<br />
already happening on many levels on all<br />
our TV channels,” says Lars-Eric Mann,<br />
managing director of RTL’s IP<br />
Newmedia. “Most often used are<br />
promotional stories or interactive<br />
competitions. The more logical the<br />
connection between product and<br />
format, the better the success of the<br />
campaign.” Mann’s view is borne out by<br />
a number of recent campaigns. It seems<br />
German viewers prefer a 360-degree<br />
approach to branded entertainment. A<br />
prime example of a successful holistic<br />
campaign that orchestrated events,<br />
social media, advertising, PR and at POS<br />
was Das Perfekte Model on VOX with<br />
hosts and models Eva Padberg and<br />
“<br />
“PRODUCT PLACEMENT IS NOT A<br />
STAND-ALONE SOLUTION FOR US. IT’S<br />
ALWAYS ACCOMPANIED BY OTHER<br />
ADVERTISING FORMS” Petra Kroop<br />
SUNDAY, JUNE 17,2012<br />
GERMANY 19<br />
Karolina Kurkova. Contestants who<br />
succeeded in performing the 10 key<br />
skills of modelling, such as walking<br />
elegantly in high heels, were awarded<br />
Pandora charms. As a result, sales of<br />
Pandora bracelets doubled and charm<br />
sales increased by 50%, according to<br />
Pandora. The campaign was rounded off<br />
by Facebook, a prize competition, POS<br />
initiatives and web videos on jewellery<br />
styling. In the case of the co-operation<br />
between Adam Opel and Germany’s<br />
Next Top Model, market research into<br />
the impact of the show was equally<br />
positive. Opel reported that<br />
“sponsorship in combination with<br />
product placement” had helped it to<br />
“present the Opel Corsa Color Line, a<br />
non-fashion product, attractively and<br />
authentically to a female target group”.<br />
The popular office comedy series<br />
Stromberg featured Hasbro’s NERF<br />
water gun in an amusing way, in the<br />
process marketing the product to a new<br />
demographic: young adults. The show’s<br />
central character, Stromberg, divided his<br />
staff into teams and used NERFs in a<br />
game of chase across desks — a fun idea<br />
that many young offices have gone on to<br />
emulate in reality. The placement of a<br />
well-known dairy company’s rice<br />
pudding in the same show, however,<br />
proved less successful. The pudding,<br />
which triggered heated discussion<br />
whenever it appeared in the action, was<br />
featured far too frequently for many<br />
viewers’ tastes. The rice pudding<br />
controversy proves that there is still work<br />
to be done on clarifying and defining<br />
standards. A production can struggle<br />
when, for example, the tools used in a<br />
DIY soap are reclassified as product<br />
placement, which means that a<br />
contribution from the DIY-tool retailer<br />
not only in equipment for the set but also<br />
in funds for marketing becomes<br />
necessary. A set of guidelines has been<br />
drawn up by the German Producers<br />
Alliance to help its members to negotiate<br />
these new co-operations but, in reality,<br />
much still depends on the power and<br />
leverage of the TV station and<br />
production in question. In the<br />
meantime, everyone is scrambling for a<br />
slice of the branded entertainment pie,<br />
from the media agencies that<br />
traditionally administer their customers’<br />
budgets and the specialised agencies<br />
that work with producers and brands, to<br />
the marketing departments at TV<br />
stations to the production companies<br />
that are actually handling the placement<br />
— and sometimes even the actors who<br />
interact with the product on screen.<br />
Evaluating the size of the market, Petra<br />
Kroop, head of brand integration at<br />
SevenOne AdFactory, reports a deluge of<br />
requests from across the spectrum, “not<br />
only from typical advertising customers<br />
but also from companies that have not<br />
advertised on TV yet”.<br />
fff
20<br />
GERMANy<br />
fff She adds: “The response has been<br />
enormous. After two years, we see great<br />
potential for product placement.<br />
However, product placement is not a<br />
stand-alone solution for us. It’s always<br />
accompanied by other advertising<br />
forms, such as spots or sponsorship. The<br />
potential revenue is estimated at<br />
approximately €200m annually.”<br />
A number of agencies, along with BEO<br />
are currently working on establishing a<br />
product placement association for the<br />
German-speaking countries.<br />
Meanwhile, the German Product<br />
Placement Congress in Stuttgart gathers<br />
together most of the key players and has<br />
done much to draw attention to the<br />
complex issues raised by branded<br />
entertainment. TV remains at the heart<br />
of most German branded-entertainment<br />
campaigns, with digital platforms,<br />
cinema, video, music and games playing<br />
supporting roles. But big budgets will<br />
always as a rule require the involvement<br />
of television. The central question is<br />
what comes first — the platform or the<br />
idea for a promising brandedentertainment<br />
campaign? Why not<br />
develop an innovative idea for content<br />
first and spin it out from there? As there<br />
are only a limited number of TV<br />
platforms in Germany, innovation is<br />
essential but there are also a couple of<br />
emerging trends that are influencing the<br />
market’s evolution. The digital<br />
platforms, for example, are becoming<br />
more and more important in the media<br />
mix. A growing trend among producers<br />
is to use the digital platforms to kickstart<br />
a campaign before migrating it to<br />
TV. As Stephan Borg, department head<br />
of development and cross-media at ITV<br />
Studios Germany, observes: “Editors,<br />
who have been creating TV content for<br />
many years, are discovering a whole<br />
new life for their ideas on the web or as<br />
an app. There is a pioneering spirit and a<br />
new desire to experiment and innovate.<br />
Why not design a quiz show as a web<br />
game or as an iPhone app? Why not then<br />
invite the best players on the web on to<br />
the larger stage of a TV quiz show? And<br />
why not have news of the champions<br />
and their prizes tweeted via the new<br />
generation of TV sets — which of course<br />
make exact user targeting possible?”<br />
Social branded entertainment, also, has<br />
the potential to set trends and establish<br />
brands. Understanding this, Renault ZE<br />
(zero emission) was one of the main<br />
sponsors of ProSieben’s Green Seven<br />
week, which featured a range of<br />
documentaries on ecology.<br />
Another key trend is video gaming. In<br />
addition to associating a brand with the<br />
powerful pull of the gaming experience,<br />
video gaming offers “a potentially<br />
massive consumer base, huge<br />
scaleability of reach — especially in<br />
online gaming — and the possibility to<br />
track the user”, says Christian Hofbauer,<br />
CEO of Branded Entertainment Online.<br />
Not surprisingly, video gaming has<br />
become “a central focus of marketing<br />
decision-makers,” he adds.<br />
SUNDAY, JUNE 17,2012<br />
n Print campaign<br />
for Renault<br />
Utilitaires<br />
Against this backdrop, creativity is<br />
flourishing. Several innovative ideas<br />
have emerged, such as the integration of<br />
a cinema into the game Farmerama, in<br />
which TV-spots and videos can be<br />
shown. Over in German-speaking<br />
Austria, the energy drink Red Bull has<br />
successfully embedded its brand in a TV<br />
station. Servus TV, owned by Red Bull,<br />
delivers top quality sports-focused<br />
programming and covers an array of<br />
sporting events, not limited to those<br />
sponsored by Red Bull. In conclusion,<br />
Germany has embraced branded<br />
content with enthusiasm and is set on<br />
realising its potential via TV, the digital<br />
media and at major events that are able<br />
to reach, connect, engage and involve<br />
the German consumer. ^<br />
WWW.BRANDEDENTERTAINMENTONLINE.DE<br />
is the news and knowledge-exchange marketplace for branded<br />
entertainment in the German-speaking territories
LIONS 2012<br />
DAILYNEWS<br />
11.30 GOVIRAL:<br />
ENGAGING GENERATION SOCIAL<br />
The next mass medium could be<br />
called social mixed media. It consists<br />
of all previous media in one,<br />
mixed in new and increasingly<br />
amazing ways. While the big<br />
TODAY’S SEMINARS<br />
PUBLISHED BY BOUTIQUE EDITIONS - WWW.LIONSDAILYNEWS.COM SUNDAY, JUNE 17, 2012<br />
screen might still be in the living<br />
room, under the surface social<br />
media is boiling and it is the GenY<br />
digital natives who are driving<br />
change<br />
12.30 CHINA ADVERTISING<br />
ASSOCIATION PRESENTS<br />
GROUPM & RENREN:<br />
NAVIGATING THE BIGGEST<br />
LAND-GRAB IN ADVERTISING Ronaldo<br />
HISTORY<br />
With over half a billion internet<br />
users and nearly 400 million going<br />
online with their phones, China is<br />
poised to become a vast social<br />
and mobile market<br />
13.30 ZENITHOPTIMEDIA:<br />
LIVE INFORMATION<br />
IS BEAUTIFUL<br />
AGAINST a background of<br />
In the world of “big” data, broad- entries into the Cannes Lions<br />
casters, publishers and marketers<br />
competitions climbing near-<br />
are using powerful tools such as<br />
“infographics” and other forms of ly 20% year-on-year across<br />
data visualisation to make sense the Festival's 15 different cat-<br />
of the noise<br />
egories, this year’s seminar<br />
14.30 TEXTAPPEAL:<br />
speakers again include glob-<br />
CULTURE SHOCKS: PORN, ally famous names, major<br />
YOUTH AND BRANDS<br />
When we discuss the impact of clients, industry legends and<br />
technology on human behaviour, frontline thinkers.<br />
we never discuss the biggest The Festival welcomes more<br />
impact of them all: today the mass than 11,000 registered del-<br />
consumption of online sexual stimulae<br />
has provoked fundamental egates who will enjoy 54 sem-<br />
changes in the behaviours and perinars across seven days.<br />
ceptions of youth around the world Highlights include the<br />
15.30 GLOBE AND MAIL: appearance of gymnast Nadia<br />
GSP@CANNES - TURNING A Comaneci on Monday at the<br />
FIGHTER INTO A BRAND<br />
Canadian athlete Georges St-<br />
Visa/TBWA Right Approach,<br />
Pierre is also a brand. Social media Right Message, Right Time<br />
plays a key role in building, shap- debate. Comaneci will dising<br />
and maintaining this status, cuss Visa’s engagement with<br />
with every action an opportunity<br />
to be leveraged for building fans<br />
the Olympics with TBWA/<br />
and garnering likes<br />
Chiat/Day’s Patrick O’Neill,<br />
Timo Lumme of ICO Televi-<br />
16.30 THENETWORKONE:<br />
THE INDEPENDENT AGENCY<br />
SHOWCASE<br />
Julian Boulding, founder of thenetworkone<br />
and publisher of The<br />
World’s leading Independent<br />
Agencies, introduces the annual TOM ESLINGER, digital creative<br />
Cannes Lions Independent Agency director of Saatchi & Saatchi<br />
Showcase. The seminar features Worldwide, and inaugural<br />
inspiring work and challenging<br />
views from some of the leading Mobile Lions Jury President,<br />
independent agencies in the world is “delighted” by the agency<br />
today.<br />
response to the launching of<br />
17.30 PARTY:<br />
a new category that he was<br />
TECHNOLOGY. STORY. MARKET. instrumental in putting<br />
The human brain recognises the<br />
together.<br />
world primarily through the use of<br />
story. Let us consider for a “Last year I suggested to Fes-<br />
moment respected brands such as tival chairman Terry Savage<br />
Nike, Sony, and Coca-Cola: behind and CEO Phil Thomas that<br />
a good brand, there is always a<br />
great story<br />
ALL SEMINARS ARE IN THE DEBUSSY<br />
UNLESS INDICATED<br />
‘PROUD MOMENT’<br />
FOR AVI SAVAR<br />
AVI SAVAR, founder and CCO of Big<br />
Fuel and the president of the<br />
inaugural Branded Content &<br />
Entertainment Lion category, said<br />
that the introduction of this new<br />
award is a milestone for the<br />
advertising industry. “This is a<br />
proud and humbling moment for<br />
me,” he added. “In 2004 I began a<br />
President Clinton Debbie Harry Dan Wieden<br />
journey based on the belief that<br />
marketers can effectively use<br />
content, rather than advertising, to<br />
drive their business mandates<br />
forward. It’s a model that leads with<br />
people stories, rather than product<br />
stories, to engage audiences<br />
sion & Marketing Services, ture and urbanism.<br />
instead of disrupting consumers.”<br />
and Visa’s Antonio Lucio. Also Another Wednesday highlight According to Savar, the world is a<br />
on Monday Arianna Huffin- sees actor/director Forest very different place than it was just<br />
gton and Roy Sekoff, Huff- Whitaker debating the a few years ago. “We've witnessed<br />
ington Post's founding edi- democratisation of content a dramatic shift across media,<br />
tor share insights into the with David Alberts of crowd- entertainment, advertising,<br />
seismic shift from presentasourcing agency MOFILM, marketing and technology,” he said.<br />
tion to participation. and Brian Message, co-man- “A shift that has given audiences<br />
Actor Omar Epps, who plays ager of Radiohead.<br />
complete control of what<br />
Dr Eric Foreman in global TV Also on Wednesday, produc- experiences, programmes and<br />
hit House, joins SapientNier/DJ/musician Mark Ron- brands they invite into their lives,<br />
tro on Monday to explore how son joins GreenLight’s Nick and I am so proud to have been a<br />
celebrities leverage cutting- Davidge and Tom Pettus of part of this shift. Our mission is to<br />
edge marketing techniques Innocean in RE:GENERA- turn brands into publishers.”But the<br />
and lead in the adoption of TION Music Project: The Evo- shift is not finished yet. “We have<br />
new platforms such as Pinlution of Brands and Artists merely scratched the surface — as<br />
terest, Instagram or Beeyoo. in the Creative Process, to media and technology continue to<br />
On Wednesday at The discuss how to appeal to the converge we will see more changes,<br />
Guardian session Redrawing creative class by challeng- new opportunities and additional<br />
Boundaries: Pushing The ing DJs and producers to gen- challenges. This is why the<br />
Limits Of Creativity, prizeerate new content, while establishment of the Branded<br />
winning architect Zaha Hadid opening up the process to Content and Entertainment category<br />
discusses her work and the cameras and collaboration. at Cannes is so meaningful. It<br />
challenges facing architec- On Thursday TURN TO PAGE 4 f solidifies the need for our industry<br />
to embrace and reward new ways of<br />
thinking, creating and delivering<br />
brand messages.”<br />
there should be a Mobile category,<br />
and two months later<br />
I was working with them to<br />
formulate the sub-categories,”<br />
Eslinger said.<br />
“There had been growing<br />
pockets of mobile campaigns<br />
across lots of categories, and<br />
now we have 950 entries in<br />
the first year — which is more<br />
than any of us expected.” One<br />
Tom Eslinger thorny aspect of TURN TO PAGE 4 Avi Savar<br />
f<br />
FESTIVAL NEWS P1 -5 DIRECT SHORTLIST P6 PROMO & ACTIVATION SHORTLIST P10<br />
INSIDE BOX FEATURE: MOBILE P16 FEATURE:BRANDED CONTENT P19<br />
Lions welcomes top names<br />
as Festival numbers boom<br />
Mobile competition grows fast<br />
ADVERTISE<br />
Interested in advertising in Lions Daily News<br />
or on lionsdailynews.com<br />
Contact Jerry or Lisa at the sales office<br />
on level 01 of the Palais des Festivals.<br />
Tel: 04 92 59 01 88<br />
jodlin@boutiqueeditions.com<br />
YOUR NEWS<br />
Contact Julian Newby, editor,<br />
Lions Daily News, in the editorial suite<br />
on level 01 of the Palais des Festivals<br />
to make an appointment.<br />
Tel: 04 92 59 01 91<br />
WWW.LIONSDAILYNEWS.COM
TITANIUM AND INTEGRATED LIONS SCREENINGS<br />
This schedule is subject to change.<br />
CATEGORIES MON 18 WED 20<br />
A01/001-050 09.00 – 09.50<br />
A01/051-100 09.50 – 10.45<br />
A01/101-150 10.45 – 11.35<br />
A01/151-200 11.35 – 12.30<br />
A01/201-250 12.30 – 13.20<br />
A01/251-300 14.30 – 15.20 14.30 – 15.20<br />
A01/301-350 15.20 – 16.15 15.20 – 16.15<br />
A01/351-400 16.15 – 17.05 16.15 – 17.05<br />
A01/401-450 17.05 – 18.00 17.05 – 18.00<br />
A01/451-500 18.00 – 18.45 18.00 – 18.45<br />
A01/501-517 18.45 – 19.00 18.45 – 19.00<br />
BRANDED CONTENT & ENTERTAINMENT<br />
LIONS SCREENINGS<br />
This schedule is subject to change.<br />
CATEGORIES SUN 17 TUES 19 WED 20 THURS 21<br />
A01. BEST FICTIONAL PROGRAMME, SERIES<br />
OR FILM WHERE A CLIENT HAS SUCCESSFULLY<br />
CREATED A DRAMA, COMEDY OR MINISERIES<br />
AROUND A PRODUCT OF BRAND<br />
A02. BEST NON-FICTION PROGRAMME, SERIES<br />
OR FILM WHERE A CLIENT HAS SUCCESSFULLY<br />
CREATED A REALITY, DOCUMENTARY OR<br />
LIGHT ENTERTAINMENT SHOW AROUND A<br />
PRODUCT(S) OR BRAND(S)<br />
A03. BEST BRAND OR PRODUCT INTEGRATION<br />
INTO A FEATURE FILM<br />
A04. BEST BRAND OR PRODUCT INTEGRATION<br />
INTO AN EXISTING TV SHOW OR SERIES<br />
A05. BEST USE OF BRAND SPONSORSHIP<br />
INTEGRATION (WHERE THERE IS NO PRODUCT<br />
OVERTLY DISPLAYED IN THE FILM, SHOW,<br />
EVENT ETC. BUT IT IS ALIGNED TO A BRAND<br />
MESSAGE)<br />
A06. BEST USE OR INTEGRATION OF USER-<br />
GENERATED CONTENT<br />
A07. BEST USE OR INTEGRATION OF<br />
EXPERIENTIAL EVENTS<br />
14.00 – 16.10<br />
16.10 – 17.20<br />
09.00 – 13.40<br />
09.00 – 14.00<br />
14.30 – 17.25<br />
17.25 – 19.35<br />
A08. BEST USE OR INTEGRATION OF MUSIC 10.00 – 12.30<br />
A09. BEST USE OR INTEGRATION OF OFFLINE<br />
MEDIA SUCH AS PRINT, OUTDOOR ETC<br />
A10. BEST USE OR INTEGRATION OF GAMING 17.20 – 18.30<br />
A11. BEST USE OR INTEGRATION OF DIGITAL<br />
MEDIA<br />
12.30 – 13.00<br />
Audi K<br />
Audi K<br />
19.00 – 19.10<br />
15.00 – 19.00<br />
A12. BEST INTEGRATED CONTENT CAMPAIGN 09.00 – 14.10<br />
FILM SHORTLIST<br />
SCREENINGS<br />
FRIDAY 22 JUNE<br />
n GRAND AUDI<br />
10:00 – 20:00<br />
n<br />
n<br />
SALLE ESTEREL<br />
09:00 – 20:00<br />
AUDI J<br />
09:00 – 20:00<br />
SATURDAY 23 JUNE<br />
n<br />
n<br />
SALLE ESTEREL<br />
09:00 – 16:00<br />
AUDI J<br />
09:00 – 16:00<br />
FILM CRAFT<br />
SHORTLIST<br />
SCREENINGS<br />
FRIDAY 22 JUNE<br />
n AUDI B<br />
09:00 – 16:00<br />
SATURDAY 23 JUNE<br />
n AUDI B<br />
09:00 – 16:00<br />
TITANIUM AND<br />
INTEGRATED/<br />
BRANDED<br />
CONTENT &<br />
ENTERTAINMENT<br />
SHORTLIST<br />
SCREENINGS<br />
FRIDAY 22 JUNE<br />
n AUDI K<br />
09:00 – 20:00<br />
SATURDAY 23 JUNE<br />
n AUDI K<br />
09:00 – 16:00
FILM LIONS SCREENINGS<br />
This schedule is subject to change.<br />
CATEGORIES SUN 17 MON 18 TUES 19 WED 20 THURS 21<br />
A01. SAVOURY FOODS 11.25 – 12.50 14.20 – 15.45 09.00 – 10.25<br />
A02. SWEET FOODS & SNACKS 09.00 – 10.40 09.00 – 10.40 16.00 – 17.40<br />
A03. ALCOHOLIC DRINKS 09.50 – 11.15 09.00 – 10.25<br />
A04. NON-ALCOHOLIC DRINKS 09.40 – 11.25 16.35 – 18.20 13.25 – 15.10<br />
A05. HOUSEHOLD: CLEANING PRODUCTS 12.10 – 12.40 15.30 – 16.00<br />
A06. HOUSEHOLD: OTHER 12.45 – 13.05 16.45 – 17.05<br />
A07. HOME APPLIANCES & FURNISHINGS 11.45 – 12.25 09.00 – 09.40 19.20 – 20.00<br />
A08. COSMETICS & BEAUTY 09.00 – 09.50 09.00 – 09.50 15.45 – 16.35<br />
A09. TOILETRIES 11.15 -11.30 17.40 – 17.55 11.35 – 11.50<br />
A10. PHARMACY 19.20 – 20.00 17.05 – 17.45<br />
A11. CLOTHING, FOOTWEAR & ACCESSORIES 11.15 – 12.00 11.45 – 12.30 17.40 – 18.25<br />
A12. MISCELLANEOUS 12.10 – 12.20 12.40 – 12.50 19.35 – 19.45<br />
A13. CARS 09.50 – 12.25 09.00 – 11.35 10.25 – 13.00<br />
A14. OTHER VEHICLES, AUTO PRODUCTS & SERVICES 12.00 – 12.45 17.45 – 18.30<br />
A15. HOME ELECTRONICS & AUDIO-VISUAL 12.25 – 13.00 14.45 – 15.20 19.20 – 19.55<br />
A16. RETAIL STORES 09.00 – 11.15 12.30 – 14.45 11.10 – 13.25<br />
A17. RESTAURANTS & FAST FOOD OUTLETS 18.30 – 19.20 18.30 – 19.20<br />
A18. TRAVEL, TRANSPORT & TOURISM 11.30 – 12.40 11.20 – 12.30 14.10 – 15.20<br />
A19. ENTERTAINMENT & LEISURE 09.00 – 11.45 09.00 – 11.45 14.15 – 17.00<br />
A20. PUBLICATIONS & MEDIA 16.05 – 17.45 17.55 – 19.35 17.40 – 19.20<br />
A21. BANKING, INVESTMENT & INSURANCE 12.30 – 14.20<br />
A22. BUSINESS EQUIPMENT & SERVICES 13.00 – 13.45 19.00 – 19.45 10.25 – 11.10<br />
A23. COMMERCIAL PUBLIC SERVICES 14.45 – 18.30 13.00 – 16.45<br />
A24. CORPORATE IMAGE 13.45 – 16.05 15.20 – 17.40 11.50 – 14.10<br />
A25. BROADCAST IDENTS & SPONSORSHIPS 19.45 – 20.05 19.50 – 20.10 15.10 – 15.30<br />
A26. PUBLIC HEALTH & SAFETY 10.40 – 12.10 10.40 – 12.10 18.25 – 19.55<br />
A27. PUBLIC AWARENESS MESSAGES 17.45 – 20.05 09.00 – 11.20 15.20 – 17.40<br />
A28. FUNDRAISING & APPEALS 17.30 – 19.00 13.15 – 14.45 18.20 – 19.50<br />
INTERNET FILM<br />
& OTHER FILM CONTENT SCREENINGS<br />
Entries from the ‘B. Internet Film’ and ‘C. Other Film Content’ sections will be available throughout the Festival<br />
in the Screening Lounge on Level -1.<br />
FILM CRAFT LIONS SCREENINGS<br />
This schedule is subject to change.<br />
CATEGORIES TUES 19 WED 20 THURS 21<br />
A01. ART DIRECTION 09.00 – 12.50<br />
A02. DIRECTION<br />
A02.DIRECTION WILL BE AVAILABLE<br />
THROUGHOUT THE FESTIVAL<br />
ON THE INTERACTIVE SCREENING<br />
KIOSKS ON LEVEL -1<br />
GRAND AUDI AUDI J SALLE ESTEREL<br />
A02.DIRECTION WILL BE AVAILABLE<br />
THROUGHOUT THE FESTIVAL<br />
ON THE INTERACTIVE SCREENING<br />
KIOSKS ON LEVEL -1<br />
A03. BEST PRODUCTION VALUE 12.50 – 14.30 12.45 – 14.25<br />
A04. CINEMATOGRAPHY 14.30 – 19.50<br />
A05. EDITING 10.00 – 13.30<br />
A06. SCRIPT 13.30 – 16.30<br />
A07. BEST USE OF MUSIC 14.25 – 18.05<br />
A08. SOUND DESIGN 08.30 – 09.40<br />
A09. VISUAL EFFECTS 09.40 – 12.45<br />
A10. ANIMATION 16.30 – 19.30<br />
AUDI B<br />
A02. DIRECTION WILL BE AVAILABLE<br />
THROUGHOUT THE FESTIVAL<br />
ON THE INTERACTIVE SCREENING<br />
KIOSKS ON LEVEL -1
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