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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 />

PUBLISHER RICHARD WOOLLEY EDITOR IN CHIEF JULIAN NEWBY DEPUTY EDITOR DEBBIE LINCOLN<br />

SUB EDITOR JO STEPHENS REPORTERS ANDY FRY - EMELIA JONES - JULIANA KORANTENG - GARY SMITH<br />

LIONSDAIL YNEWS.COM SUNNIE ANTONIA PHOTOGRAPHERS YANN COATSALIOU - MICHEL JOHNER<br />

LAYOUT DESIGN A NOIR - T: +33 (0)1 48 06 22 22 - AGENCE@ANOIR.FR<br />

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SYSTEMS CO-ORDINATION PROD EVENTS - SOPHIA ANTIPOLIS - T: +33 (0)4 93 33 12 40<br />

CANNES LIONS DAILY NEWS/EDITORIALT: 04 92 59 01 91<br />

ADVERTISING IN CANNES 04 92 59 01 88 - JODLIN@BOUTIQUEEDITIONS.COM<br />

JERRY ODLIN +44 77 6886 0417 - LISA RAY +44 77 98 662 955 - NICKI WEBBER +1 912 308 6967 -<br />

KAREN WATTS +1 949 974 71 61 MARKETING KIRSTY WOOLLEY ADVERTISING PRODUCTION ROGER HALL<br />

PRINTER IMPRIMERIE TOSCANE - NICE - O.RENUCCI@ORANGE.FR GREEN PUBLISHING THE PAPER USED BY<br />

BOUTIQUE EDITIONS IS A NATURAL, RECYCLABLE PRODUCT MADE FROM WOOD GROWN IN SUSTAINABLE FORESTS.<br />

THE MANUFACTURING PROCESS CONFORMS TO THE ENVIRONMENTAL REGULATIONS OF THE COUNTRY OF ORIGIN<br />

PUBLISHED BY BOUTIQUE EDITIONS LTD - 117 WATERLOO ROAD - LONDON SE1 8UL<br />

T: +44 20 7902 1942 - F: +44 20 3006 8796 © 2012 CANNES LIONS<br />

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


6<br />

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A02/090 THE RUBBER BAND SINGAPORE RAFFLES MUSIC COLLEGE RAFFLES MUSIC EDUCATION DDB GROUP SINGAPORE SINGAPORE<br />

A02/091 MAGNETIC CARS VOLKSWAGEN UK AUTOMATIC DISTANCE CONTROL DDB GROUP SINGAPORE SINGAPORE<br />

A02/121 INDIA’S FIRST D.I.Y. CALENDAR FOR BABIES JOHNSON & JOHNSON JOHNSON’S BABY BBDO INDIA MUMBAI INDIA<br />

A02/123 LATINSTOCK’S BOOKS LATINSTOCK IMAGE BANK DDB BRASIL SÃO PAULO BRAZIL<br />

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


DIRECT SHORTLIST 7<br />

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


8<br />

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 />

SUNDAY, JUNE 17,2012


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 />

PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS MESSAGES<br />

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 />

SUNDAY, JUNE 17,2012


10<br />

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 />

BEST USE OF GUERILLA MARKETING IN A PROMOTIONAL CAMPAIGN<br />

A02/015 THE GREENEST LEAFLET CAMPAIGN IN THE WORLD WWF HUNGARY WWF AKCIO 360 BUDAPEST HUNGARY<br />

A02/024 PRANK CALLS CAMPAIGN 065 RED CROSS RED CROSS SAATCHI & SAATCHI MEXICO MEXICO<br />

A02/066 RIVERS OF LIGHT MINISTRY OF DEFENSE HUMANITARIAN DEMOBILIZATION PROGRAM LOWE-SSP3 BOGOTÁ COLOMBIA<br />

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 />

A02/199 BIG BONE DINOSAUR MUSEUM SENCKENBERG MUSEUM SAATCHI & SAATCHI FRANKFURT GERMANY<br />

A02/207 KARAOKE BREATHALYZER BAR AURORA & BOTECO FERRAZ CHAIN OF BARS OGILVY BRASIL SÃO PAULO BRAZIL<br />

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 />

A02/227 THE INVISIBLE DRIVE DAIMLER MERCEDES-BENZ F-CELL JUNG VON MATT HAMBURG GERMANY<br />

BEST USE OF AMBIENT IN A PROMOTIONAL CAMPAIGN<br />

A03/023 PFIZER: THE TARMY PFIZER PFIZER CHAMPIX ONE GREEN BEAN SYDNEY AUSTRALIA<br />

A03/032 KAUKO REMOTELY CONTROLLED DESIGN CAFÉ WORLD DESIGN CAPITAL HELSINKI 2012 DESIGN CAFÉ HASAN & PARTNERS HELSINKI FINLAND<br />

A03/053 VW QR LOAD VOLKSWAGEN VOLKSWAGEN CRAFTER DDB MEXICO MEXICO CITY MEXICO<br />

A03/065 EMPTY CARTS LATET MEALS FOR HOLIDAY FUNDRAISER SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV ISRAEL<br />

A03/070 THERE’S A PLACE FOR GOOD ENGINEERS. TOYOTA GERMANY RECRUITMENT/HUMAN RESSOURCES SAATCHI & SAATCHI DÜSSELDORF GERMANY<br />

A03/071 CONTROL TOYS SBT BROADCAST TELEVISION SUPER NANNY TV REALITY SHOW PUBLICIS BRASIL SÃO PAULO BRAZIL<br />

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 />

A03/102 MOVING DAY IKEA IKEA LEO BURNETT TORONTO CANADA<br />

BEST USE OF SHOPPER MARKETING IN A PROMOTIONAL CAMPAIGN<br />

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 />

SUNDAY, JUNE 17,2012


PROMO & ACTIVATION SHORTLIST 11<br />

CAT NO TITLE ADVERTISER PRODUCT ENTRANT / AGENCY COUNTRY<br />

BEST NEW PRODUCT LAUNCH/RE-LAUNCH OR MULTI-PRODUCT PROMOTION AT RETAIL<br />

A05/014 HEMA MEGA PUSH-UP BRA HEMA MEGA PUSH-UP BRA DOOM & DICKSON AMSTERDAM THE NETHERLANDS<br />

A05/033 PUSH TO ADD DRAMA TNT TURNER BROADCASTING SYSTEM TV CHANNEL DUVAL GUILLAUME MODEM ANTWERP BELGIUM<br />

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 />

BEST TEMPORARY IN-STORE DISPLAYS IN A PROMOTIONAL CAMPAIGN<br />

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 />

A07/048 DONATION GLASSES MARS 0 COLENSO BBDO AUCKLAND NEW ZEALAND<br />

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 />

BEST USE OF PRINT OR STANDARD OUTDOOR IN A PROMOTIONAL CAMPAIGN<br />

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 />

A08/050 I WILL WORK FOR FREE PARALIFE FOUNDATION DISABILITY UNEMPLOYMENT AWARENESS PUBLICIS MEXICO MEXICO<br />

BEST USE OF GAMES<br />

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 />

BEST SPONSORSHIP OR PARTNERSHIP CAMPAIGNS<br />

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 />

A11/051 TYPE FOR TYPE EDDING INTERNATIONAL EDDING KEMPERTRAUTMANN HAMBURG / SHIFT HAMBURG GERMANY<br />

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 />

A12/052 VIP FRIDGE MAGNET RED TOMATO PIZZA RESTAURANT TBWA\RAAD DUBAI UAE<br />

A12/062 ANYWAKE LUFTHANSA AIR TRAVEL DDB STOCKHOLM SWEDEN<br />

A12/064 MISSING ADD-ON INITIATIVE VERMISSTE KINDER GERMANY WILL FIND YOU KEMPERTRAUTMANN HAMBURG GERMANY<br />

A12/073 MOBILE MEDIC AUSTRALIAN DEFENCE FORCE DEFENCE UNIVERSITIES SPONSORSHIP GEORGE PATTERSON Y&R MELBOURNE AUSTRALIA<br />

A12/102 SUNNY SALE EMART EMART CHEIL WORLDWIDE SEOUL SOUTH KOREA<br />

BEST USE OF SOCIAL MEDIA MARKETING IN A PROMOTIONAL CAMPAIGN<br />

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 />

A13/030 THE WAY I SEE IT – ALAN SUGAR HARDBACK CAMPAIGN PAN MACMILLAN & LORD SUGAR BOOK GUIDED COLLECTIVE LONDON UNITED KINGDOM<br />

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 />

SUNDAY, JUNE 17,2012


14<br />

CAT NO TITLE ADVERTISER PRODUCT ENTRANT / AGENCY COUNTRY<br />

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 />

FOOD AND NON-ALCHOLIC DRINKS<br />

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 />

B01/076 REAL FRUIT BOXES CAMP NECTAR JUICE AGE ISOBAR SÃO PAULO BRAZIL<br />

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 />

B01/087 DONATING 2-BARCODE WATER CJ CHEILJEDANG MINEWATER CHEIL WORLDWIDE SEOUL SOUTH KOREA<br />

B01/095 SPRITE SHOWER THE COCA-COLA COMPANY SPRITE OGILVY BRASIL SÃO PAULO BRAZIL<br />

B01/096 RECIPE RECEIPT UNILEVER HELLMANN’S MAYONNAISE OGILVY BRASIL SÃO PAULO BRAZIL<br />

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 />

ALCOHOLIC DRINKS<br />

B02/006 TATTOO ADMISSION VARMA SAILOR JERRY RUM DRAFTFCB SPAIN MADRID SPAIN<br />

B02/020 BIKERS CARLSBERG CARLSBERG DUVAL GUILLAUME MODEM ANTWERP BELGIUM<br />

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


PALAIS<br />

MAP


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