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Gold

World Cup Header-Cam Banner

Agency: BBDO New York/BBDO Atlanta
Client: AT&T

AT&T wanted to use the global stage of the World Cup to build excitement for its “Rethink Possible” brand promise and explain how its fast network allows fans to experience a deeper connection to soccer. BBDO transformed an ordinary media buy on ESPN.com into a webcam-enabled virtual soccer game. The banner ad tracked the movement of your head using ZugoMO motion capture technology. Users had five chances to score as many goals as possible.

The AT&T Header-Cam banner garnered significant attention from online news sources. One Caple judge commented, “very interactive, though I'm sure there were some injuries as a result.”

Chief Creative Officers
David Lubars, Bobby Pearce

Creative Directors
Jeff Greenspan, Arturo Aranda

Production Company
Zugara

Effects
Zoic Studios

No Comment

Agency: Futurecom Zurich
Client: Reporters without borders

Reporters without Borders, an international NGO which fights for press freedom and denounces the violations of human rights, wanted to raise awareness about online censorship. It decided to target an online ad at opinionated individuals — the 19% of Internet users who take part in a majority of online conversations — according to a Forrester Research study. Futurecom took the users' freedom of speech away by attacking their comments. After the user typed a few words, their text was deleted and in its place appeared a fake, partisan message. Once the message was posted onto the website, a call to action for press freedom appeared. A Caples judge called the campaign “a brilliant use of tech to get users to actually feel what it's like to be censored.”

Executive Creative Director
Roger Ruegger

Art Director
Michael Gallmann

Copywriter
Samuel Textor

Flash Programming
Christos Margaris

Bronze

You News

Agency: BBDO New York
Client: AT&T

BBDO created the You News Facebook app to promote the Motorola Backflip, a smartphone which streams social news feeds on a single screen. The app pulls in the user's status updates, photos and tweets to craft a magazine cover story. Users can also customize their covers by swapping out photos and headlines. Once the cover is “newsworthy”, they can post it on Facebook and Twitter.

Executive Creative Director
David Lubars

Creative Director
Arturo Aranda

Art Directors
Jake Blumenau, Rob Seale

Copywriters
Kim Mok, Beth Kushner

Freida Steer

Agency: DDB Group New Zealand/Rapp Tribal
Client: Cadbury New Zealand

Sales of Cadbury Dairy Milk had decreased in New Zealand after several manufacturing changes left supporters in an uproar. To regain support, DDB created Freida, a tap-dancing cow who stressed the importance of drinking the milk brand. DDB used synchronized banners, Facebook, an iPhone app and an online game to get New Zealanders involved. Cadbury's sales returned to 58% MAT.

Group Executive Creative Director
Toby Talbot

Head of Art
Dave Brady

Senior Copywriter
Joe Hawkins

Creative Directors
Aaron Goldring, Daniel Wright

The Pacific

Agency: Shackleton Madrid
Client: Sogecable Canal+

T6 Spanish Sogecable Canal+ cable station wanted to attract 2,000 new subscribers before the airing of the third episode of The Pacific, an HBO series on World War II. It enlisted Shackleton, which targeted prominent bloggers to include an interactive Battle of Guadalcanal application over Google Maps in their posts, which directed traffic to a microsite where visitors could subscribe to the station.

Executive Creative Director
Alfonso Marian

Creative Director
Jorge Tabanera

Art Director
Javier Solo

Copywriter
Ana Amo

Finalists

End the R-Word Counter
Agency: BBDO New York
Client: Special Olympics
CCOs: David Lubars, Bill Bruce

Sneaky Thief
Agency: M&C Saatchi/Mark
Client: ANZ
ECD: Gavin McLeod
 
Mr Knowitall
Agency: M&C Saatchi/Mark
Client: Samsung
ECD: Gavin McLeod

Eristoff Internative Festival
Agency: CP Proximity
Barcelona
Client: Eristoff
ECD: Eva Santos

Terre des hoMmes ‘Rock Paper Scissors'
Agency: OgilvyOne Frankfurt
Client: Terre des Hommes International Federation
ECD: Michael Kutschinski

Saver/No Saver
Agency: OgilvyOne Spain
Client: ING Direct
ECD: Jesús Rasines
 
DKV Hotel-Check Web Guerilla
Agency: OgilvyOne
Frankfurt
Client: DKV German Health Insurance
CD: Delle Krause

Clio get up
Agency: Salem São Paulo
Client: Renault
CD: Marcio Salem

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