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
