TV

Silver

Your Trust Matters





Agency: DMW Worldwide, LLC
Client: TruMark Financial Credit Union

These spots targeting middle-class households in metro Philadelphia confronted the issue of consumer distrust and disallusionment with the banking industry head on. After the banking crisis inflamed consumer anger, the ads immediately differentiated nonprofit TruMark Financial Credit Union from commercial banks by positioning it as a desirable consumer-friendly alternative where “Your Trust Matters.” Nearly 5,000 new accounts were opened in 90 days, more than double historical rates. Brand and eligibility awareness increased to 48.3% from 16.3% and 37.2%, respectively.

Chief Creative Officer
Bill Spink


Creative Director

Wendy Vagnoni


Associate Creative Director

Kevin Breen

Dr. Obvious





Agency: OgilvyOne New York
Client: Medco Health Solutions

Part of an integrated campaign designed to drive registration for Medco Pharmacy’s prescription delivery service and build brand awareness, these spots introduced US viewers to “The Science of Obviology,” founded by Dr. Obvious, head of the Institute for the Incredibly Apparent. The doctor illustrated Medco advantages by presenting research findings, such as 100% of millions of people studied prefer saving money. “A self-deprecating sense of humor that derides the medium beautifully,” noted one judge.

Executive Creative Directors
Mat Zucker, David Fowler


Group Creative Director

Joel Tretin


Creative Director/Copywriter

Jim Thompson

Bronze

Cardboard Cutouts





Agency: Draftfcb New Zealand
Client: Ministry of Social Development Family and Community Services (New Zealand)

The team was challenged to encourage New Zealanders to take action against family violence. Breaking from a traditional focus on victims, these ads told a perpetrator’s story. Cardboard cutouts represented family, friends and neighbors. The cutouts equated inaction with nonexistence, and “It’s ok to help” messaging helped drive viewers to areyouok.org.nz for advice and support. The site garnered nearly 1,000 daily visitors the first month.

Executive
Creative Director

James Mok


Art Director

Leisa Wall


Copywriters

Jane Langley, Scott Kelly


Film Company

Robbers Dog

Diarrhoea





Agency: Kitcatt Nohr Alexander Shaw
Client: WaterAid

Nonprofit WaterAid tested sanitation messages with this integrated “Dig toilets, not graves” campaign aimed at men and women ages 35 to 44, an audience younger than its typical supporter base. The “Diarrhoea” ad begins with UK children singing a “diarrhoea song” before cutting to a boy in Zambia, who finished the song by emphasizing that diarrhoea kills. Images of Zambians building a pit toilet follow.

Art Director
Guy Patrick


Copy Director

Kate Flather

Life is a Profit





Agency: Proximity Colombia
Client: Almacenes Exito

During the finanical crisis, Colombian retailer Almacenes Exito gave consumers two minutes to reflect positively on life with this one-time spot that had no visual content — only a man’s voice coming from black TV screens encouraging a return to basics and appreciation for simple things. The ad ran on all networks during soap operas. Lavidaesunaganancia.com appeared as the sole visual content.

President
Mario Bertieri


Creative Director

Sandra Piedrahita


Graphic Creative


Director

Alejandro Mesa


Web Creative Director

Phillip Scholz


Copy

Lina Tono

Finalists

Lost Socks
Agency: Colenso BBDO
Client: Fisher & Paykel
ECD: Nick Worthington


The Big Picture

Agency: BBDO New York
Client: Starbucks
CCO: David Lubars

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