Interactive

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GOLD

TED696 project / Consumer campaign

Agency: BMF
Client: Lion Nathan

Selling beer to young adults may seem an easy propo­sition. But, in an over-crowded market, such as the one for longneck beers, getting consumers to look your way is hard. Racy labels and groovy bottles don't help in this market, because longneck beer is tucked into nondescript brown paper bags. Tooheys Extra Dry (TED) and agency BMF turned this marketing hazard to their advantage with the TED696 Project. TED, when launching its new 696ml longneck, creat­ed not-so-boring bags with help from street artists and designers. The bags, printed with eye-catching (and logo-friendly) designs, were sent to beer sellers, and soon everyone wanted a piece of the action. Design opportunities were opened to the public, who took ownership of the new brand with their own designs — from majestic stags to colorful graffiti monsters. In the five weeks that TED ran its design competition, 2,000 designs were sent from 104 countries, with a new design being submitted every 84 minutes. Add­ing an even greater edge to this beer and street art celebration, MTV held a gala to celebrate the winning design. Sales numbers show that people want those bags — in the first eight weeks of the competition, sales for longneck bottles of TED hit 500,000 bottles

Executive Creative Director
Warren Brown

Creative Director

Simon Langley

Creative Director, Digital
Chris James

Art Director
Shane Bradnick

Copywriter
Michael Canning

Interactive Art Director
Johnny Brian

Production Manager
Sarah Thompson
Clint Bell

Digital Producer
Sora Nobari

SILVER

BFG race game / Single consumer

Agency: The Martin Agency
Client: BFGoodrich

To increase consumer interaction and brand aware­ness, BFGoodrich enlisted The Martin Agency to develop The BFGoodrich Drag Strip Challenge. Available on BFGoodrich's homepage and other auto enthusiast sites, the online game stresses the idea that these tires can perform anywhere — even a drag strip. The most unique aspect of the game is the option to play with voice activation — in other words, the louder you yell, the faster your car zips down the strip. Users also can switch gears by briefly pausing their screams and also can customize their car's color, graphics and number. A leader board displaying the top 10 scores encourages competition and repeat plays. After racing, users have the option to find a BFGoodrich dealer, find the right type of tire for their vehicle and sign up for the BFGoodrich e-mail list.

Creative Director
Cliff Sorah
Bruce Fougere

Art Director
John Weber

Copywriter
Eric Eisele

Digital Designer
Patrick Simkins

BRONZE


Mercedes GLK online / Consumer campaign

Agency: Jung von Matt AG
Client: Daimler AG

For its new GLK SUV, Mercedes-Benz wanted an edgy marketing strategy. Agency Jung von Matt AG created online promotions, including a music video for a song by the German pop duo Digitalism. The video was downloaded on a microsite featuring a desktop widget that kept users updated on Mercedes news. The campaign featured online access to Mercedes-Benz TV, a link to test drive info and a contest between six design institutes to create everyday objects inspired by the GLK. Users also could pose questions directly to engineers about the GLK's development.

Creative Director
Bernd Kraemer
Stefan Walz
Arne Habermann

Copywriter
Ansgar Boehme
Jan Krause
Robert Ehlers

Art Director
Veronika Bongartz
Martin Strutz



Catch Lewis / Consumer campaign

Agency: Proximity Singapore
Client: Nestle Singapore

Nescafé Singapore noticed less coffee use among 18- to 24-year-olds, so for the first night Formula-1 race in Singapore, Nescafé, sponsor of driver Lewis Hamilton, sought an F-1-related online game. Proximity Singapore cre­ated “Catch Lewis,” with Hamilton driving users to an online “race” across the Web. With Wikipedia and Google Maps, users sought information in three phases, prolonging the brand exposure.

Also placed Bronze in the Microsite category.

Executive Creative Director
Jon Pye

Creative Director, Digital
Jonathan McKenzie

Creative Director, Copy
Jason Hodges

Interactive Art Director
Jeff Mendoza

Designer
Wee Peng



Newseum. Where the news comes to life / Consumer campaign

Agency: The Martin Agency
Client: Newseum

Last spring, the interactive museum of news, the Newseum, relocated from Arlington, VA to Washing­ton, DC, bringing with it the opportunity to tell city residents and tourists alike about its unique offerings. An integrated online and print campaign by The Martin Agency was launched to spread the word. The campaign superimposed images from historic news stories with Washington monuments with the tagline, “Where the news comes to life — now in DC.” Along with print advertisements and posters in DC's Metro, viral videos and online ads were used to reach adults, ages 25 to 70 — and it worked. During its first weeks, the Newseum achieved record attendance.

Creative Director
Joe Alexander

Art Director
Amy Elkin

Copywriter
Kevin Dunleavy

Designer
David Grindon
Mark Brye



Mix the rainbow / Single consumer

Agency: Agency.com
Client: Skittles, Mars Masterfoods

Clicking on a green Skittles elicits one of sev­eral pulsating beats. Clicking on a yellow one produces a tinkling piano melody, while a crinkling sound comes from one of the purple Skittles. Mix the Rainbow allowed users to be their own composer in a campaign by Agency.com for Skittles, aimed at reaching teens. With a colorful Web site as a backdrop and an end­less variety of choices, users combined rhythms, melodies, voice bits and other sound effects by mixing their choice of Skittles. Users could save their musical creation, embed it, post it to their Facebook profile, and share it with friends.

Creative Director
Mat Zucker

Art Director
Adam Romero

Copywriter
Dan Cordella

Production
Michael Xue

Finalists

Grab a plane
Agency
AIM Proximity
Client
Air New Zealand
Creative Director
Dave King

IPHONE JONNY
Agency
AIM Proximity
Client
Yellow
Creative Director
Dave King

My Audi
Agency
defacto kreativ GmbH
Client
Audi AG, Germany
Creative Director
Michael Kefer

GRRR for what you want
Agency
M&C Saatchi/Mark.
Client
Optus Telecommunications
ECD
Ben Welsh

Six Flags Daily Ticket Campaign
Agency
Ogilvy New York
Client
Six Flags Theme Parks Inc.
Group Creative Director
Bruce Henderson
Witold Riedel

IBM Storage Maze: The Scavenger Hunt
Agency
Ogilvy New York
Client
IBM
Creative Director
Bill Uscatu
Vicki Azarian

Perfect Cars for the City?
Agency
Proximity Germany GmbH
Client
Daimler AG smart
Creative Director
Ingo Zacher

Love/Hate
Agency
Proximity Singapore
Client
New Balance Singapore
ECD
Jon Pye

Hummerville
Agency
Proximity #TTP and Glou
Client
Cell C
Creative Director
Stuart Stobbs
Malcolm King
Pete Case

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