Gold
Make a Move
Agency: Leo Burnett Beirut
Client: Exotica
Judges unanimously praised this team and campaign, which was executed in Lebanon for a leading local flower shop chain called Exotica. The agency reported that its well known that Lebanese women outnumber men six to one. Exotica regularly promotes “making a difference” and wanted to help ensure single women were recognized on Valentine’s Day. The campaign was executed on multiple platforms, including women offering men roses in bars, nightclubs, restaurants, shopping malls and on the streets. “Exotica developed the ‘Make a Move’ campaign to help single ladies get the man they want,” the agency said. “By making sure that women were taking their fate into their own hands, the lucky boy would then send a bouquet to his Valentine. This was a very empowering process.” Several judges acknowledged the client’s courage. “A brilliant strategy to break some taboos while selling some flowers, too,” said one. “This campaign broke formal barriers and was courageous,” said another. “Great insight for women to activate.”
Executive Creative Director
Bechara Mouzannar
Creative Director
Ghida Younes
Copywriter
Rana Khoury
Senior Art Directors
Natasha Maasari, Caroline Farra
See The Person
Agency: Leo Burnett Melbourne
Client: Scope
Scope is an Australian nonprofit organization that provides disability services. Messaging, such as “see the person, not the disability,” regularly emphasizes just how capable people with disabilities really are. For this campaign, Scope and Leo Burnett Melbourne teamed with Aussie rock band Rudely Interrupted, which includes five members with physical and/or intellectual disabilities, to release a single, create a music video, and launch a national tour to illustrate the message. “Rudely Interrupted are the ultimate proof of this message,” the agency said. “The music video encourages people to see the band’s musical talent, and not the disability.” Going through the music industry helped the team reach a young target audience and increase awareness as the song’s popularity increased. Proceeds from the tour and sales of the track went directly to Scope. “Wonderful use of a music video to make their point,” said one judge. “Very engaging work,” said another judge. “Human, and interrupts in an interesting way in the media used.”
Executive Creative Director
Jason Williams
Copywriter
Elle Bullen
Art Director
James Orr
TV Producer
Mandy Clems
Silver
Brain Teaser
Agency: OgilvyOne Frankfurt
Client: Nintendo of Europe
This campaign transformed crowded shopping mall restrooms in Germany into brain teaser games just prior to Christmas, proving that consumers can play with the Nintendo DSi handheld devices almost anywhere. The game led shoppers into consumer electronics stores, where fliers offering a 10% discount on Nintendo were distributed. During the two-week promotional period, Nintendo DSi brain teaser sales in the shopping malls increased 21%, and DSi handheld sales increased more than 12%.
Chief Creative Officer
Dr. Stephan Vogel
Executive Creative Officer
Peter Roemmelt
Creative Director
Simon Oppmann
Art Director/Copywriter
Daniel Schweinzer
Copywriter
Marcus Pfeiffer
Supreme Security
Agency: Advico Young & Rubicam
Client: Supreme Security
As a private international operation based in Switzerland, Supreme Security employees travel frequently and are regularly screened by airport security. The campaign turned employees into job recruiters who targeted airport security personnel. They were perfectly positioned to deliver messaging to airport security workers, whose specialist training appeals to Supreme Security. Metal bars etched with written job offers were carried in employees’ hand luggage, thus revealing the job offers on baggage monitor screens.
Chief Creative Director
Markus Gut
Executive Creative Director
Philipp Skrabal
Creative Director
Lars Blöchlinger
Copywriter
Andi Portmann
Bronze
The Value of a Coin
Agency: Wunderman
Client: Terre des Hommes
On December 10, the International Day of Human Rights, this 24-hour ambient action targeted men in restaurants in Basel, Switzerland. The objective was to get young men to donate even a small amount to NGO “Terre des Hommes.” Confronting the men with information about starvation in Tanzania, messaging then stressed that the audience certainly wasn’t starving and even spare change could make a difference.
Chief Creative Officer
Markus Gut
Executive Creative Director
Philipp Skrabal
Copywriter
Samuel Textor
Art Director
Michael Gallmann
Support Scent
Agency: Clemenger BBDO Proximity Melbourne
Client: Guide Dogs Australia
This team created a unisex fragrance called Support Scent that engaged the blind and the general public in order to generate new support for Guide Dogs Australia. Scented letters helped the blind community build recognition of the fragrance, which sells for $5 and provides an ongoing revenue. Results included increases in fundraising (33%); affinity among a younger donor audience (33%); relevance (47%); and propensity to support (37%).
Executive Creative Director
Ant Keogh
Creative Director
Damian Royce
Creative Team
Tom Martin, Julian Schreiber
Entry Stamp
Agency: PKP BBDO
Client: Bayer
Bayer aspirin logos were used as hand stamps at popular nightclubs in Austria to reach 18- to 35-year-olds with the brand’s message. The agency noted that most wouldn’t really look at the stamp until after the party — when they would need headache relief the most. The action positioned the brand as understanding and helpful while also anchoring an association with aspirin as an effective headache remedy among this young audience.
Creative Director
Thomas Tatzl
Art Directors
Oliver Cleven, Lukas Handler
Copywriters
Christiane Sieveking, Stefan Metzler-Dinhobl
Is This Art?
Agency: Wunderman Germany
Client: Lufthansa Germany
In partnership with a prominent German art gallery, this action promoted Lufthansa’s 99 ¤ flights within Germany and Europe on “paintings” framed and exhibited in various galleries and museums. Each canvas showed only “99 euro.” A description of the paintings explained the promotion and drove viewers to Lufthansa’s website. Overall, customers redeemed 5,000 promotion codes, which led to an additional turnover of about 500,000.
Executive Creative Director
Erik Backes
Creative Directors
Cornel Frey, Wolfgang Geis
Creative Supervisor Copy
Peter Oertl
Senior Art Director
Peggy Lanz
Finalists
Plant Spike
Agency: Wunderman Sydney
Client: WWF
CD: Matt Batten
Frankfurt Food Bank – Trojan Bottles
Agency: Leo Burnett Frankfurt
Client: Frankfurt Food Bank
CD: Hans-Juergen Kaemmerer
Good Ideas For Dutch Politics
Agency: Proximity Amsterdam
Client: Douwe Egberts
CD: Paul Falla
Discover Rosetta
Agency: Rosetta
Client: Rosetta
CD: Dean Skinner
