Mobile

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SILVER

Not a good moment to go out/Single consumer

Agency: Proximity, Colombia
Client: Darpapaya

Darpapaya, a restaurant in Colombia's capital city of Bogota, was popular in the local media and among young people in the first year it was open. As the buzz from its opening wore off, the restaurant needed a way to re-establish its reputation as a hip, youthful destination. Darpapaya gathered 412 mobile opt-ins and turned to agency Proximity, Colombia to reinvigorate sales. The agency promoted the restaurant's delivery service with the “Not a good moment to go out” campaign. It sent multimedia messages encouraging prospects to order in because of dire situations outdoors, such as an attack by Godzilla.

Creative Director
Mario Bertieri

Copywriter
Pablo Wills

BRONZE

Thmbnls – interactive mobile drama/Single nonprofit

Agency: 20:20 London
Client: COI (Central Office of Information), DCSF (Dept. of Children, Schools & Families)

The UK government wanted to create a dialogue with its teenage population about safe sex, engaging and involving them over a prolonged period of time in a new way. 2020 London's “Thmbnls” campaign — spelling “thumbnails” without the vowels, as teens would in a text message — featured 22 minute-long mobile episodes dealing with the issue. After watching each episode, users received texts and phone calls from the characters, opening up discussion.

Creative Partner
Peter Riley

Creative
Matt Bennett, Will Battersby, Zhenmeng Yang

Coleman lantern/Single consumer

Agency: Doner Advertising
Client: The Coleman Company

Facing pressure from its competitors, outdoor equipment company Coleman turned to Doner Advertising to reach a younger audience. The agency created an iPhone application playing off Coleman's iconic lanterns. There were 10 different ways to light up the night with the phone, as well as a direct path to purchase the real version. In the four days it was promoted, the app generated 26,066 purchase clicks, was forwarded to 145,116 friends and was downloaded 199,901 times.

Chief Creative Officer
Rob Strasberg

Executive Creative Director, Interactive
Justin Smith

Creative Director, Interactive
Ken Spera

Associate Creative Directors
Derek Clark, Jason Henderson

Art Directors
Andrew Wright

Copywriters
Andrew Bouwkamp, Jason Jakubiak, Ellen Sawyer   

Project Managers
Laura Squillance, Heather Read

Executive Vice President, Brand Leadership
Kevin Weinman

Brand Leader
Linde Levin

uArt/Single consumer

Agency: BBDO
Client: Procter & Gamble Company

The uArt application created by BBDO for P&G's Gillette brand was designed to remind young men of the vintage Wooly Willy toy. This is probably the last generation that will remember moving the metal shavings to form different hair clumps on the cardboard face. This version in the form of an iPhone application enabled them to play with the toy in a mobile format and share creations through e-mail and Facebook.

Chief Creative Officer
David Lubars Bill Bruce, Danny Searle

Executive Creative Director
Jack Neary

Senior Creative Director
Jon Krevolin

Digital Creative Director
Jon McKenzie

FINALISTS

 

Mercedes-Benz Quartets
Agency
Proximity, Germany GmbH

Client
Daimler AG
CCO: Detlef Rump

The app you hope you never need
Agency
Rosetta

Client
Nationwide Insurance
CD: Dean Skinner

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