Agency: Euro RSCG, Czech Republic
Client: Panzani / Emco
In the late 1970s, cultural critic Roland Barthes described a Panzani print ad in his book Image-Music-Text thusly: “Here we have a Panzani advertisement: some packets of pasta, a tin, a sachet, some tomatoes, onions, peppers, a mushroom, all emerging from a half-open string bag, in yellows and greens on a red background.” Twenty years hence, it's safe to say that this recent ad for the pasta company, created by agency Euro RSCG, Czech Republic, isn't quite so simple. Consumers flip through magazine ads quickly — so quickly, in fact, that more than a few must have been surprised at the way this one felt in their hand. The curtain of pasta hanging down from the top of the page in this “shredded” print ad adds depth and lets consumers pause to ponder its tagline. It says, in Czech, “Do you know what's for lunch? Panzani.” To top off the creative approach, each individual “noodle” drives consumers to Panzani's Web site, making the most of the available real estate. Barthes' critique came in his essay “The Rhetoric of the Image.” In closing, he said: “…the photograph analyzed offers us three messages: a linguistic message, a coded iconic message, and a non-coded iconic message.” One wonders what he would think of this ad.
Snow/Pee happy/Single consumer
Agency: Young & Rubicam, Prague
Client: Delpharmea Nutraceuticals
Men who have trouble urinating aren't always willing to talk about it, as they can be reluctant and afraid to admit to a health problem. This leads to a fair number of them not receiving a diagnosis, but still knowing that something is wrong. This unwillingness to discuss the issue presented a challenge to Delpharmea Nutraceuticals' Prostaben product, which treats prostate problems. It tasked Young & Rubicam, Prague, with finding a way to encourage men to discuss this problem with their doctors, while avoiding toilet imagery. The simple treatment leaves much to subtext. Readers must infer the manner through which the slogan “Pee happy” is written. Including only the Prostaben logo in the lower-right-hand corner requires a closer inspection to discover how the two are related.
Make it a thing of the past/Nonprofit campaign
Agency: M&C Saatchi
Client: Save the Children
Save the Children's awareness in Australia was just 3%,
the lowest of any mainstream charity in that country, despite its status worldwide. The charity tasked M&C Saatchi to help raise its profile in the Oceania nation. It wanted a back-to-basics campaign to tell people the Save the Children story: who they are, what they do and where they operate. To show just how committed the charity was to its goal, M&C created the “Make it a Thing of the Past” campaign, with photography showing how Save the Children is willing to put itself out of business to make its charges museum pieces. After all, when child labor, prositution and war are behind us, there won't be much of a need to save the children. Brand awareness doubled as a result of the striking print ads.
Also placed bronze in the Ambient/Guerrilla category.
Head of Art
Sandra Galiazzo, Doogie Chapman
Ed Croll, Ben Schulz
Direct & Digital Planner
Bike accident/Disinfects without the drama/Single consumer
Agency: Young & Rubicam, Prague
The disinfectant Betadine wanted to convince parents, its target audience, to switch to its disinfectant for their kids' bumps and bruises because Betadine doesn't have unpleasant side effects like burning. In order to increase sales, parent company EGIS enlisted Young & Rubicam, Prague. The ads are told from a kid's point of view, on the assumption that people of all ages can recall the dread that followed the fall when Mom approached with the irritating cleanser for the scrape. The tagline “disinfects without the drama” differentiates Betadine from other brands and persuades parents that they need not worry about any sense of dread when it comes time to clean and bandage a frightened, pained child.
Jaroslav Schovanec, Ondrej Hubl
F.A. Cup/Single consumer
Client: Setanta Sports
Setanta Sports wanted to drive fan subscriptions among expatriate British soccer fans in Australia, especially as the FA Cup tournament neared. It hired BMF to navigate the competitive Australian pay-per-view market. The agency decided to use headline-driven ads that tapped into the wit and humor of the terraces, the chants for which English football is renowned. BMF strove to make sure the tone of the ads fit with soccer culture, demonstrating knowledge and understanding of the game so as not to alienate the target. The applicable logos and a call to action made up the bottom half of the ad. The strategy worked — Setanta subscriptions increased four times the client's target.
Group Account Director
Agency: Red Urban GmbH, Munich
Car insurance is expensive, and young people in particular have limited funds. They therefore need to find the best and most affordable options when buying insurance. The campaign created for Allianz auto insurance by agency Red Urban, Munich, told young consumers that they didn't have to leave it up to the supernatural. It conveyed the message that they could afford top-flight auto insurance on
Executive Creative Director
Creative Director Copy
Senior Account Executive
Proximity BBDO, France
CD: Cédric Guéret
The Smith Family
CD: Dylan Taylor
CD: Oliver Devaris, Graham Johnson
One size beats all
Group CD: Brendan Dowling
Music is our passion
OgilvyOne Worldwide GmbH, Frankfurt
ECD: Michael Koch
An entirely new way to move people
ECD: John Hill
The best job in the world
CD: James Burchill, Nancy Hartley
Scorecards print campaign
BBDO, New York
ECD: Greg Hahn/Mike Smith