Interactive

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Gold

Quique the Head

Agency: Shackleton
Client: Diesel

Diesel tapped Shackleton to help drive awareness for its Mowie motorcycle helmet upon its launch. Operating on a tight budget, the Spanish agency developed Enrique Carboni Jr., a persona born as a bodyless head, perpetually sheathed in a Mowie helmet to protect his only bodily asset while still remaining fashionable. The “Quique the Head” campaign included a faux Australian video documentary that detailed Enrique's ambitions and how he goes about his daily life, as well as an autobiographical blog highlighting his past. Users could look through pictures on the blog and upload a photo to donate to his search for body parts. The video went viral and received 825,000 views and 450 body part donations. “Quique the Head is very entertaining, well-executed and sticks to the brand's essence,” one judged commented.

Executive Creative Director
Enric Nel-lo

Creative Director/Copywriter
Pipo Virgós

Creative Director/Art Director
Francesc Badia

Interactive Director
Marc Sallent

Composing Your Life

Agency: CP Proximity
Client: Audi

Audi wanted to update its database without simply asking customers to fill out a long questionnaire. It sent each customer a greeting on their birthday, inviting them to visit the website and download a unique tune created by forming a note from each data point in their profile. Upon accessing the site, recipients could update their information. The song served to remind customers that their profiles are used for more than just commercial communications, a method that garnered praise from one judge who said it was the among the best uses of data and gave the best incentive to share personal information. Each customer could download, share on Facebook and burn the song to a blank CD. The “Composing your Life” campaign reached 200,000 people and 76,000 of those updated their information.

Executive Creative Director
Eva Santos

Art Director
Rodrigo Chaparreiro

Producer
Gemma Rivas

Silver

Love Letters from the Belgian Post

Agency: Tequila/Brussels
Client: The Belgian Post

The Belgian Post wanted to retain the loyalty of Belgian consumers following the mail service organization's rebrand. Its agency devised a campaign aimed at intensifying the emotion of receiving a letter while promoting a tagline that “The Post takes care of it.”  The effort allowed the public to order a handwritten love letter from one of four celebrity ghostwriters and have it sent to a loved one. A video showed the sender and recipient the story process from the writing to its delivery journey through Google Maps. More than 21,000 letters were sent.

Art Director
Philip De Cock

Copywriter
Tom De Vliegher

Creative Director
Frank Marinus

Live Rescue

Agency: DDB New Zealand RappTribal
Client: Coastguard New Zealand

The Coastguard in New Zealand patrols the country's entire coastline with just 75 boats. A campaign was devised to increase donations from the public by 20%. The marketing teams decided to stage a live rescue effort on TV that would demonstrate the challenges of saving a life at sea. It stranded four people 20 miles off the coast. TV spots drove viewers to liverescue.co.nz where they could engage with a search simulator race game. Visits to the Coastguard website increased 20% and donations increased 41%.

Group ECD
Toby Talbot

Deputy Creative Director
Regan Grafton

Creative Director
Daniel Wright

Copywriter
Matt Swinburne

Bronze

Bare All

Agency: Clemenger BBDO Melbourne
Client: Mars Snackfoods

Mars' marketing teams were tasked with increasing M&Ms sales among 16- to 24-year-olds, so it introduced the idea of shell-less nude M&Ms. It challenged participants to find the naked pieces in packages through online and TV advertising. Pack codes could be registered on the campaign website and fans could bid on candy “shells” on eBay. Its 2010 Q1 sales increased 35% compared with 2009.

Executive Creative Director
James McGrath

Creative Director
Damian Royce

Art Director
Darren Pitt

Copywriter
Rohan Lancaster

Finalists

Make a Move
Agency: Leo Burnett Beirut
Client: Exotica
ECD: Bechara Mouzannar

The weight of your good deeds
Agency: OgilvyOne Spain
Client: ING Direct
ECD: Jesús Rasines

Love Cricket?
Agency: BMF
Client: Commonwealth Bank
Copywriter: Tim Wood

Pedigree Adoption Tales
Agency: Proximity Canada
Client: Mars Canada
CD: John Gagné

Mr Knowitall
Agency: M&C Saatchi
Sydney
Client: Samsung
ECD: Gavin McLeod

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