DailyNews OFFICIAL MAGAZINE OF THE 19TH GOLDEN DRUM
INTERNATIONAL ADVERTISING FESTIVAL
1234
2 / Wednesday/ 3 October 2012
#
Wednesday/ 3 October 2012
1
2
2 / Wednesday/ 3 October 2012
#
Wednesday, 03.10.2012 EUROPA HALL 09.30 New Agenda Session: Left to our own devices Be a bee! Simona Dan, planBee, Bucharest, Romania Fluid Networks. The Next Agency Model. Trevania Henderson, Principal and Founder, The Marketing Department, Boston, USA
14.00 Creative Academy by Y&R: The dog ate our presentation Marco Cremona, Executive Creative Director, Y&R Moscow, Russia Dušan Drakalski, Regional Creative Director, New Moment Y&R, Macedonia
EMERALD HALL 11.00 Education Lab: Better Briefs and Better Briefing Micky Denehy, Founding Principal, EACA International School of Advertising and Communications 12.00 EACA - European Advertising Certificate (EAC)
Jaime Mandelbaum, Chief Creative Officer, Y&R Prague, Czech Republic
Micky Denehy, Founding Principal, EACA International School of Advertising and Communications
Bullshit is trending down. Craig Markus, Founder, Rage, Grace & Partners, USA
15.00 Four Weddings and a Funeral
12.15 Festival of Festivals: FIAP 2012 – Screening of Winners
Closing discussion moderated by Uroš Goričan, Creative Strategist, Saatchi & Saatchi, Slovenia
Jacob Åström, Founder, Creative Director, Art Director, Dear Future, Sweden Désirée Maurd, Creative Director PR, Dear Future, Sweden
15.00 Media Research Lab: Let’s save our industry! - How to improve advertising credibility
11.30 Creating Engaging Experiences for Zombies Sašo Dimitrievski, Partner, Pristop and Co-founder, Renderspace, Slovenia 12.00 Creative Academy by DDB: Selling the Dream or Altering Reality? Leo Rayman, International Strategy Partner, adam&eve DDB, United Kingdom
16.00 Creative Academy by Wieden+Kennedy Amsterdam: The Pursuit Of Effectiveness In A Digital World Martin Weigel, Head of Planning, Wieden+Kennedy Amsterdam, Netherlands
Ante Šalinović, Media Research Director, Ipsos Adria, Croatia 16.30 Golden Drum Competition: Screening of Single Channel Finalists 18.15 Golden Drum Off Drum Competition: Screening of entries Piran Portorož Poster Award 2012
17.00 Selling the USSR Polina Maguire, Creative Group Head, Saatchi & Saatchi, Russia
y? t r a P o t Where Drum olden k & 21:30 G Trac
g and Openin Fields Party b, Clu Paprika a ž/Lucij Portoro
MEDITERANEA HALL 10.00 Golden Drum Competition: Screening of Entries in groups D – Radio, G – Digital, H - Mobile 14.00 Golden Drum Competition: Screening of Entries in groups R - Direct campaigns, S - Digital campaigns, T - Mobile campaigns and U - Events
PIANO BAR & GRAND GARDEN TERRACE, GH Bernardin (11th Floor) 13.00 Happy Hour 17.45 Closing Happy Hour
2 / Wednesday/ 3 October 2012
#
3
Two new members of New Europe Hall of Fame
Yesterday at 8:30 PM two new great names from the world of advertising became a part of the Golden Drum New Europe Hall of Fame: Ami Hasan & posthumously Juli Nemes († February 2011).
A wall is just a wall. But whoever’s name is inscribed on it, briefly brushes against immortality. Then a wall becomes The Wall.
Ami Hasan, Founder, Chief Creative Officer and Chairman of advertising agency hasan & partners, Finland and great Hungarian creative mind, the late Juli Nemes, were recognized for their contribution to the creative industry of New Europe.
Golden Drum Festival has in its nineteen years attracted great visionaries and dreamers who fought courageously and passionately for the progress of the creative industry. As time goes by and people move forward, we tend to forget the names of
those that have set the foundations, upon which professionals of today build great things. Established in 2010 on the marble wall of Bernardin’s Congress Hall where Golden Drummers meet year and year again, GOLDEN DRUM NEW EUROPE HALL OF FAME reads the names of great woman and men, engraved for time eternal. The list grows with careful consideration and a sense of gratefulness to those, whose names and actions we should never forget.
4
2 / Wednesday/ 3 October 2012
#
Do you want to be good creatives? Be what you are! This afternoon marked the beginning of the program part of the International Advertising Festival Golden Drum and the message of the first creative afternoon is clear: “Creativity can be found everywhere - in old ideas, unpleasant truths, competitors’ work and all the things that make you special.” The honour of having the opening speech this year was Adrian Botan’s, VP Creative Excellence for McCann Erickson CEE in charge of CEE region and Creative Partner of its Romanian office. Last year the Bucharest office gained international recognition with a renowned marketing campaign “American ROM”, promotional project for a Romanian chocolate ROM which dressed itself in the colours of the American flag. At the lecture he shared some of his advice how marketing agencies can point out the nation as a whole. One of his pieces of advice to the audience was to be proud of their peculiarities, not to be ashamed of their accent, to follow the work of their competition and try to
Opening speech by Adrian Botan reach its best work; but above all they should be what they are and not take comfort in excuses. Many nations try to find excuses for their lack of success
Botan proved his message that certain things that make someone special don’t work on everybody with a witty anecdote. “I put a hipster hat on every creative that comes to my agency. If this hat makes them look not interesting and special the way these “retro” characters look, but ridiculous and unsuitable, they passed the Botan test.”
in their history, political systems or economic development. But it’s all this that marks them and makes them special. “Get rid of excuses! For every excuse there’s a way to go beyond it and create something positive out of it.” He proved with numerous cases of good practice that a certain flaw can be a real advantage, even if it’s the “ugly truth”, some fact that a nation is trying to hide. He cunningly noted that people get emotional when looking at the ugly truth, and this way they connect with an ad or a project. That kind of advertising has a special power.
2 / Wednesday/ 3 October 2012
#
5
Visual identity goes digital Golden Drum 2012 visual identity is a reinterpretation, a digitization of the last years’. The proud drummer entered the digitalized world, the new era of communication. It was developed with planometric pixel art, current technique, which became synonymous with digital imaging. This time it is complemented by the subtle gradients and transparences. Relatively wide color gamut illustrations, together with strong contrasts, provide dynamics, expressed in the form of individual daynight motives. Partially modified typographical nature, complemented by the accents of color, clearly communicates key information about the Festival.
One of the images features three drummers standing on the rocks. Their time-identifiable attributes symbolize the rich past, present and future of the Golden Drum, and convey the main message - »New Europe, New Thinking«. Past, present and future of the Festival Golden Drum began its change in 2009 when it »brainstormed« about all of the changes in the advertising industry. The 2010 festival theme »Reconstruction« confirmed that there is no future in looking back. The advertising had to change, agencies,
advertisers and media companies had to adapt!
new technologies, new com-
And so Golden Drum rethought itself in 2011 with the »New thinking New Europe« theme. The new visual identity of the festival was the tribute to the fresh wind of change; proud young drummer staring at the future with the right amount of dedication and courage.
Nevertheless, the drummer is
So, although the theme of the 2012 Festival »New thinking New Europe« is the same as last year’s, the visual identity reveals its secret – Golden Drum is more modern, in tuned with the new thinking,
munication trends.
still calling and inviting participants to register to the 19th International Advertising Festival and to compete for its prestigious awards. Golden Drum 2012 Visual Identity Agency: Pristop Designer: Primož Zorko Copywriter: Drago Mlakar Art Director: Matija Kocbek Creative Director: Aljoša Bagola
6
2 / Wednesday/ 3 October 2012
#
New Europe has the power and creative potential Michael Kutschinski, Chief Creative Officer, Ogilvy&Mather - OgilvyOne Germany and president of the Golden Drum Multi Channel Jury, joined Ogilvy in January 2004. Michael started his career as a Graphic Designer and a Typographer. After several years of freelancing, he started working as an Art Director and Motion Designer in a multimedia agency in 1991. He has worked for numerous digital pioneering agencies such as Digital World, USWeb / CKS and Pixelpark Hamburg and New York. He rejoined the advertising agency world in 2001 as Executive Creative Director for the interactive Unit in the agency Jung von Matt. In January 2004, he joined Ogilvy, running the creative departments of OgilvyOne Germany. Michael is a member of the German Ogilvy Board and the Ogilvy EAME Creative Council. Would you say that creativity in the digital world has its spe-
cial rules or is good creativity the same online or offline? An idea is an idea. Whatever format or wherever it is coming from - it is still an idea. Good or bad. Digital is nothing special even not a special category any more. Digital for me means the way of life. For a few years now we are listening about the integrated campaigns trend. But what do you think is the ultimate challenge for multimedia campaigns? Mostly we made the mistake defining integrated or multicross-whatever campaigns by just penetrating visuals and messages. In my opinion this is totally wrong. We should find the best way to solve a problem or minimum to solve a communication problem. Penetration
A total of 1.438 entries from 26 countries are competing for this year’s Golden Drum awards. There are 315 entries in the Multi Channel Group, a 15 percent increase in comparison to the last year (221 entries). This shows that more and more advertising agencies are adopting the trend of integrated campaigns. Multi Channel Jury is composed of Michael Kutschinski, president, Mihai Gongu, Aleksandra Kolarić, Dan O’Donoghue, Alemsah Ozturk, Katja Petrin Dornik, Anja Radulović, Nir Refuah, Eric Schoeffler, Grigory Sorokin and Jacek Szulecki.
over all media is more annoying than helping. What do you believe is the secret of integrating communication channels? The secret is that it all has to belong to the brand’s attitude. If you do not have a clear position statement, forget about integrated communication. Again – find the right way to reach your target group. What are your prime responsibilities as a president of the Multi Channel Jury? What do you expect from the submitted work, what kind of campaigns are getting your vote? The main responsibility is to play an inactive role. I do not want to influence decisions. It is more about the last vote and to bring something back to the game - which was sorted out but is too close to the other entries by numbers. Leading the discussions and keeping them short and relevant. And I will give my feedback to organization to help the drummers get better. Every good idea will get my vote. It is always a subjective decision and sometimes it does not fit with the others – but just the outstanding ones get my deep respect. That does not
2 / Wednesday/ 3 October 2012
#
7
I do believe that the whole life can change in just a second. You say that you are an early adopter. Which really new gadgets/digital solutions do you posses/use and which ones are your favorites? Which ones do you think will be the most useful for advertisers? I am working in the digital business for 20 years. You have to be an early adopter to survive. I play with everything I could get to figure out if it is helpful or not – for myself. If a new device is coming out you will see it in my hands. Some of them I buy. Some I use forever. Some end up on eBay. I am just a normal consumer - so my most personal device is and will be my mobile device. We as advertisers must think about this little thing in everybody’s pocket more and more. How would you evaluate the quality of the works, entered in this year’s Golden Drum competition, what are the qualities search in this year’s winners and what will separate a Grand Prix winner from the rest?
mean that this work is automatically a Gold or Grand Prix. I do respect real brands and their problems much more. That’s my bread and butter.
inspiration. This could be just a different way to the office or reading a newspaper I am normally not interested in. I love to think about doing things different than before. I hate routines.
How do you use your creativity in the everyday life?
A little change every day is my
I try to do something every day I have not done before. Just for
have too many hobbies and
lifeblood to keep on going. I ways to live my creativity. But
We saw great work and we saw bad work, too. Normal. Some pieces will stand out and get awarded in more than just one category. That is also normal. I do believe that the competition has to change the rules to be accepted as an international competitor – for example the rule of a Grand Prix for every category makes it complicated to separate the best of the best from all the good ones. And – that is my personal experience New Europe has the power and creative potential to do so.
8
2 / Wednesday/ 3 October 2012
#
Don’t miss @ Golden Drum Creative Corner
Festival’s radio
All Drummers who are young at heart or just want to play with lego blocks are invited to visit our Creative Corner on the 11th Floor of GH Bernardin. BUILD YOUR OWN DRUMMER OUT OF LEGO BLOCKS. TAKE A PHOTO OF YOUR OWN DRUMMER AND POST IT ON: http://www.facebook.com/ GoldenDrumFestival or http://twitter.com/golden_ drummer Most-liked drummer by 6 October 2012 until 12:00 hours will get a free registration for the Golden Drum festival 2013. Happy Run by Intersport If you want to keep your stamina for all the lectures, parties and finger crossing during the ceremonies, we invite you to join the INTERSPORT Happy Run at Golden Drum. Running under the guidance of INTERSPORT running coach will take place on Wednesday afternoon, at 6.30 P.M., and on Thursday morning at 7.30 A.M. We meet at the main entrance of GH Bernardin.
Bernardin with a nice drink
in your hand? Than Golden
Happy Hours
Drum’s Happy Hours are the
You say you want to mingle with other Drummers during the day? In a nice and pleasant atmosphere of Piano Bar & Grand Garden Terrace in GH
place to be! Please check the program schedule or at the Festival Reception to find out when these social events might be.
Golden Drum Festival Radio by Radio Capris All four festival days on the 12th Floor in front of the Europa Hall, Radio Capris, a most listened local costal radio station, will try to catch the daily happening at Golden Drum. If you want to say
2 / Wednesday/ 3 October 2012
#
a few words about your festival impressions, you are welcome to look for our lovely microphone operator who will gladly offer you some air time. Â Winetasting by Vinakoper Take a walk through the thousand-year tradition in wine-making and wine-growing Slovenian Istria. In the magnificent cellar, which is built out of typical Istrian sandstone, Vinakoper annually produce 4 million bottles of wine. Take a look at how noble Istrian wines are made and what one of the largest wooden barrels in Europe looks like. For application and other details, please check at the Festival Reception.
Creative Corner
9
10
2 / Wednesday/ 3 October 2012
#
Novelties & highlights Creative Academy
New Agenda
The Creative Academy remains the heart of the festival’s program, and this year the festival’s main stage will be taken by renowned representatives from the biggest agency networks in the region: DDB, Young & Rubicam, TBWA, Leo Burnett, Ogilvy, Grey Group, OMD and PHD, McCann Worldgroup and the agency Wieden+Kennedy Amsterdam.
New Agenda section is a program’s novelty of this year’s Golden Drum. It will aim to address three different topics:
The special attention on the festival’s main stage will be directed toward independent agencies and one of the Creative Academies will be completely reserved for the most successful and renowned independent agencies: Cluso, Hungary, MADE BY VACULIK, Slovakia, Abracadabra, Belgium and Voskhod, Russia. In content, the Creative academy will focus on the today’s and tomorrow’s agenda of advertising agencies which are creating and selling their creative solutions for solving business challenges and issues. It isn’t only a question of what, but also a question of how. And for that reason it is so important to search for new business models, may it be in the case of advertising agency, advertisers or media houses. Naturally, consumers will remain the central focus, as they are surrounded by the limitless trends and opportunities for consuming media and technology.
New agency models (searching for new business models for agencies) 2nd Screen (trends, new technologies, new content in connection with TV tablets and television) and Gamification (trendy way of using games techniques). Each of these sections will last for one and a half hour, followed by Q&A from the audience.
Creative and other Labs Creative and other Labs will run parallel to the main program, as the Festival strives to provide quality educational content.
Festival of Festivals Ad Fest, FIAP, the Art Directors Club of Europe, ICAC The Cup and Epica Awards will all be presented live to the Golden Drum participants.
Award Ceremonies 19th Golden Drum Competition is divided in two sections named Single Channel, for entries that excel in the most creative and efficient use of a single communication channel and Multi Channel, for entries that
promote creative use and integration of more than one communication channel. Therefore, there will also be two Award Ceremonies. Golden Drum Single Channel Awards Ceremony will take place on Thursday, 4 October, 8:30 PM, Europa Hall (winners of groups Film - television, cinema & online, Press, Outdoor, Radio, Direct communication, Design of brand & corporate identity, Digital, Mobile and New or innovative and the Virtuoso Awards). Golden Drum Multi Channel Awards & Festival Closing Gala Ceremony is scheduled on Friday, 5 October, 8:30 PM, Europa Hall (winners of Integrated communication campaigns, Direct campaigns, Digital campaigns, Mobile campaigns, Events, Public relations and Innovative campaigns and the Golden Watch Award, the Golden Drum Brand Grand Prix, the Golden Rose, the Tartini Award and the Golden Net & Off Drum: Piran Portorose Poster Award & Boss Drum Awards).
Tartini Award – for independent agencies Tartini Award will be presented to the most successful independent advertising agency that collects the most points. New this year! Boss Drum Award – for young drummers For the first time, Golden Drum Festival 2012 and Publicis World-
2 / Wednesday/ 3 October 2012
#
wide invited the best young creative brains under 30 years of age from New Europe to take part in Boss Drum Award 2012. The selected young creatives will have an excellent opportunity to compete, connect, learn and gain experience and knowledge by working together with best young creative brains and senior level strategic advisers and to develop your talent and skills. The selected creatives will be split into 4 teams. They will be given one brief to work on and produce creative solution(s). Final 10-minute presentations of all 4 teams will then take place on 5 October 2012. The winning team will be announced during the Closing Gala Ceremony.
Piran Portorož Poster Award Next year, the Golden Drum Festival will celebrate its 20th anniversary. Two decades ago, a new market democracy rose behind the ruins of the Berlin wall. The four-hundred-million market, so innocently exposing itself to the hardened western/ capitalist marketers, had no sound knowledge or experience. What it did have, however, was a relaxed and often naive enthusiasm, unbridled fantasies, fireworks of sparkling ideas, an altogether different world and, in fact, a surprising amount of money. This wild playground without rules or role models was dominated by all kinds of random interests. The Golden Drum in the westernmost part of New Europe,
11
as it was first named, raised a mirror to the newly formed advertising profession, reflecting its own and foreign examples, fair play and targeted effort/creativity. Golden Drum allowed the creative industry of New Europe to recognise, appraise and integrate itself, ultimately becoming a new original entity on the global advertising map. Portorož and Piran were noted on the map of New Europe as its creative metropolis that dictates the standard rules of the profession, creativity and hospitality; a place that unites competitors and celebrates winners. Brief: PORTOROŽ PIRAN, HOME OF THE GOLDEN DRUM FOR 20 YEARS
12
2 / Wednesday/ 3 October 2012
#
Golden Drum Column (part 1)
How to brand a nation Branding of a nation is nothing more than an image that a nation or a country reflects to the world. However, this image cannot be created through the logo of a country or a series of adverting campaigns for its tourism or industry. It is the image that is deeply rooted in a historical perception of a nation, its important figures and its people. What is most important, it is an image its citizens have about themselves, their own country, their own political system, their own competences and flows, first and foremost their own future. Maybe citizens themselves are the most important target group when we talk about national branding. Just like competent and successful companies, whether global or local, cannot be truly recognized as successful and competent if their own employers do not believe they are so, nations cannot strive to brand themselves in the direction their own people do not believe is true. This kind of “forced” branding is bound to flop. That’s why it is important for any nation that strives to develop its branding to first look at itself in the mirror. In life, it is very useful when as many people as possible recog-
nize you as a person who is good at something, a person with a useful skill or good character. In order to become well known for something, it is important to focus on one area and to attempt to become the best you can in that area. Of course, one cannot become an expert overnight, but it is important that you make it clear to others what your focus is, what you are working on, and in what you want to become the best. If this is something that is useful for others and at the same time something that your environment recognizes as a realistic ambition, first you will receive small opportunities from your immediate environment, which, if well used, will open the doors to new and greater opportunities. The same is true for brands, companies and countries… For example let’s take a look at Croatia, a central European, Mediterranean country. What makes this country recognizable in a global context? What are Croats good at? What do they like doing in winter? What do they live for? How would they like to live? Simply what are Croats all about?
Davor Bruketa Creative Director Bruketa&Žinić OM, Croatia What makes Croatia recognizable? According to recent surveys, Croatia is still poorly recognizable in the global context. When it is recognized, there are three primary associations: a country with a beautiful sea (nature), a country with relative success in football (sport), and a country ravaged by war in the 1990s. Is this enough? This is not bad, as the first two are positive associations, and many countries in the world would be happy with that. Due to the fact that many believe Croatia has a beautiful coast, the country’s tourism revenue are solid, and it is visited by a large number of guests who leave behind a lot of money. This is a solid start. When many people want to come into contact with you, you then have the opportunity to show and prove things that might further increase your revenue. However, the fact that someone recognizes Croatia as a country with a beautiful sea does not help its electronics industry much, nor does it contribute to the exports of its trains and tram carriages,
2 / Wednesday/ 3 October 2012
#
the exports of its food products, even its inland tourism, health care tourism, or exports of creative industries; in a word, everything that is the product of the work Croats do as people who live by the beautiful sea. Furthermore, there are many other countries with beautiful seas. If someone offers you a beautiful sea at a more favorable price or with added value, you will easily change your mind as to where you’ll spend your vacation. As the main association; country with a beautiful sea; is not unique, Croatia is not irreplaceable. Germany, on the other hand, is considered to be a country inhabited by hard-working, precise and technically educated people. This perception helps people around the world have an a priori positive attitude towards an entire range of German products and services. Such a perception even helps when the product or service does not meet the expected level of quality, people are inclined to be less critical. Croatia too, of course, needs an association that would help its businesses. It is an unknown fact that Croatia produces cuttingedge city trams, probably as good as the German ones. So lets take the example of two tram carriages: “This tram was manu-
factured in a country with hardworking, precise and technically competent people” (Germany) or “This tram was manufactured in a country with a beautiful sea” (Croatia). What are the citizens of, for example, a Polish city, to think? Did the mayor buy the best possible tram if he bought them in Germany, or if he bought them in Croatia? It is in mayor’s best interest that the people think well of him. When that same tram gets stuck in a Polish city covered in snow. If the tram was purchased in Germany, the snow will be to blame, and if it is purchased in Croatia, the tram will be. The most significant association tied to Croatia has nothing to do with its citizens and its accomplishments. Namely, the Croatian sea is beautiful, with or without the Croats. What to focus on? The associations tied to a certain country are most often a consequence of numerous circumstances, various historical events, the activities of its citizens, their
13
mind-set, the social consensus and the strength of the leaders that can gather the citizens around a certain idea. Croats have been lucky to come out of the historical turbulences as a country with “a beautiful sea”. That is much less than Germany, France or Italy have. But luckily for Croats, much more than many less fortunate communities have. In addition to a beautiful sea, over the past twenty years, thanks to the efforts by designer Boris Ljubičić and through sports communication channels, Croats have succeeded in building visual recognition of its community with a beautiful sea by building the visual recognition of its community: the red (and sometimes blue) checkers are the unique visual identity of Croatia. No other country that emerged in the 1990s did accomplish this. TO BE CONTINUED IN DAILY NEWS 3
14
2 / Wednesday/ 3 October 2012
#
The drumming begins
Single Channel Jury
2 / Wednesday/ 3 October 2012
#
15
Multi Channel Jury
16
2 / Wednesday/ 3 October 2012
#
2 / Wednesday/ 3 October 2012
#
Single Channel Shortlist A - Film ENTRY CODE
ENTRY TITLE
ENTRANT NAME
COUNTRY
A01008G12
Got it!
VOSKHOD
RUSSIA
A02013G12
Budweiser Budvar NO
KASPEN / JUNG V. MATT
CZECH REPUBLIC
A02015G12
Coca-Cola Colors of Football
MCCANN ISTANBUL
TURKEY
A03006G12
Raccoon
BBDO RUSSIA GROUP
RUSSIA
A05006G12
Doctor
E:MG
RUSSIA
A06001G12
Silence
LAHTINEN & MANTERE SAATCHI & SAATCHI
FINLAND
A06003G12
Fuel
LAHTINEN & MANTERE SAATCHI & SAATCHI
FINLAND
A06004G12
Reliability
LAHTINEN & MANTERE SAATCHI & SAATCHI
FINLAND
A08007G12
Movies without disruptions
KINO PASAKA
LITHUANIA
A08010G12
You are not on target
NEXT ADVERTISING SRL
ROMANIA
A08011G12
Must die for it
MADE BY VACULIK, S.R.O.
SLOVAK REPUBLIC
A09002G12
Prom.ua Tea Party
SCHOLZ & FRIENDS KYIV
UKRAINE
A09003G12
Prom.ua Hockey Player
SCHOLZ & FRIENDS KYIV
UKRAINE
A09004G12
Prom.ua Lover
SCHOLZ & FRIENDS KYIV
UKRAINE
A09005G12
Nail
BBDO RUSSIA GROUP
RUSSIA
A10009G12
Megafon 4G
INSTINCT
RUSSIA
A10013G12
Father
ADVENTA LOWE
UKRAINE
A11004G12
Life is short
MCCANN ERICKSON ISRAEL
ISRAEL
A13001G12
Talking Books
PUBLICIS YORUM
TURKEY
A14008G12
Save Rosia Montana - Dragos Bucur
PAPAYA ADVERTISING SRL
ROMANIA
A14018G12
Balloon
LOWE GGK WERBEAGENTUR GESMBH
AUSTRIA
A14020G12
The Hand
McCANN ERICKSON ATHENS
GREECE
A14024G12
Every road sign is a someone’s life
STREETART
RUSSIA
A14026G12
Accomodation offers
CAFÉ CREATIVE KFT.
HUNGARY
A14027G12
My Name is Szabó Kinga
CAFÉ CREATIVE KFT.
HUNGARY
A16001G12
Office games
OGILVY&MATHER HUNGARY
HUNGARY
A16006G12
Blood Relations
BAUMANN BER RIVNAY SAATCHI & SAATCHI
ISRAEL
A16017G12
Well crafted world of Kozel
EURO RSCG PRAGUE
CZECH REPUBLIC
A16018G12
Beeline World Music Mix
MFIVE CREATIVE GROUP
RUSSIA
17
18
2 / Wednesday/ 3 October 2012
#
B - Press ENTRY CODE
ENTRY TITLE
ENTRANT NAME
COUNTRY
B18007G12
Fisherman's Tales
BBDO RUSSIA GROUP
RUSSIA
B18019G12
Butcher
B18020G12
Meadow
B18020G12
Meadow
LEO BURNETT RUSSIA
RUSSIA
B18021G12
Magician
LEO BURNETT RUSSIA
RUSSIA
B18022G12
Insects
LEO BURNETT RUSSIA
RUSSIA
B18023G12
Reindeer
LEO BURNETT RUSSIA
RUSSIA
B18024G12
Shark
LEO BURNETT RUSSIA
RUSSIA
B19007G12
Large Coffee
DDB HELSINKI
FINLAND
B19008G12
The Real Milkshake: Hopscotch
DDB HELSINKI
FINLAND
B20004G12
Pattex inner cinema, dancers
DDB TRIBAL GROUP
AUSTRIA
B20005G12
Pattex inner cinema, animals
DDB TRIBAL GROUP
AUSTRIA
B20006G12
Pattex inner cinema, soldiers
DDB TRIBAL GROUP
AUSTRIA
B20009G12
Pickup Sticks - Pink Shirt
EURO RSCG ISRAEL
ISRAEL
B20010G12
Pickup Sticks - Blue Shirt
EURO RSCG ISRAEL
ISRAEL
B20011G12
Roses
EURO RSCG WARSAW
POLAND
B20023G12
Fly swatter
TBWA/ISTANBUL
TURKEY
B20026G12
Ketchup
TBWA/ISTANBUL
TURKEY
B20027G12
Ice cream
TBWA/ISTANBUL
TURKEY
B20028G12
Chocolate
TBWA/ISTANBUL
TURKEY
B21007G12
Construction Site
BBDO RUSSIA GROUP
RUSSIA
B21008G12
9th of May Parade
BBDO RUSSIA GROUP
RUSSIA
B22001G12
Gagarin
SAATCHI&SAATCHI UKRAINE
UKRAINE
B22003G12
Bike Accident
YOUNG & RUBICAM PRAHA
CZECH REPUBLIC
B22004G12
Roller Skating Accident
YOUNG & RUBICAM PRAHA
CZECH REPUBLIC
B22005G12
Running Accident
YOUNG & RUBICAM PRAHA
CZECH REPUBLIC
B22030G12
Elevator
PUBLICIS BUCHAREST
ROMANIA
B22031G12
Dinner
PUBLICIS BUCHAREST
ROMANIA
B23021G12
Text to speech
DEMNER, MERLICEK & BERGMANN WERBEGESELLSCHAFT MBH
AUSTRIA
B24001G12
Dolphin
SPOT THOMPSON TOTAL COM. GROUP SA
GREECE
B25001G12
Limpy
OGILVY&MATHER HUNGARY
HUNGARY
B25003G12
Grumpy
OGILVY&MATHER HUNGARY
HUNGARY
B25004G12
Beach
YOUNG & RUBICAM PRAHA
CZECH REPUBLIC
B25005G12
Forest
YOUNG & RUBICAM PRAHA
CZECH REPUBLIC
B25006G12
Mountain
YOUNG & RUBICAM PRAHA
CZECH REPUBLIC
B25009G12
Animal Farm
NEW AGENCY
LITHUANIA
B25010G12
The Metamorphosis
NEW AGENCY
LITHUANIA
B25017G12
Suprise Your Good Old Friends – Soldier
LEO BURNETT – ISTANBUL
TURKEY
B25018G12
Suprise Your Good Old Friends – Pinocchio
LEO BURNETT – ISTANBUL
TURKEY
2 / Wednesday/ 3 October 2012
#
B - Press ENTRY CODE
ENTRY TITLE
ENTRANT NAME
COUNTRY
B26005G12
McDonald's Brand 2
DDB TRIBAL GROUP
AUSTRIA
B26026G12
Argh
DEMNER, MERLICEK & BERGMANN WERBEGESELLSCHAFT MBH
AUSTRIA
B26027G12
Ouch
DEMNER, MERLICEK & BERGMANN WERBEGESELLSCHAFT MBH
AUSTRIA
B26028G12
Oops
DEMNER, MERLICEK & BERGMANN WERBEGESELLSCHAFT MBH
AUSTRIA
B27002G12
Microwave
TBWA/ISTANBUL
TURKEY
B27004G12
Pizza delivery
TBWA/ISTANBUL
TURKEY
B28001G12
Billboard
BBDO RUSSIA GROUP
RUSSIA
B28002G12
Lego
BBDO RUSSIA GROUP
RUSSIA
B28003G12
Guinness
BBDO RUSSIA GROUP
RUSSIA
B28005G12
The Independent
BBDO RUSSIA GROUP
RUSSIA
B28007G12
Playstation
BBDO RUSSIA GROUP
RUSSIA
B30008G12
Chicco Mother's Day "Hair"
MCCANN ISTANBUL
TURKEY
B31006G12
Polar Bear
BBDO RUSSIA GROUP
RUSSIA
B31007G12
Whale
BBDO RUSSIA GROUP
RUSSIA
B31008G12
Sea Lion
BBDO RUSSIA GROUP
RUSSIA
B31021G12
Obama Clinton
MEMAC OGILVY
LEBANON
B31022G12
Cameron
MEMAC OGILVY
LEBANON
B31023G12
Putin
MEMAC OGILVY
LEBANON
C - Outdoor ENTRY CODE
ENTRY TITLE
ENTRANT NAME
COUNTRY
C32003G12
Fisherman's Tales
BBDO RUSSIA GROUP
RUSSIA
C32012G12
Butcher
LEO BURNETT RUSSIA
RUSSIA
C32013G12
Meadow
LEO BURNETT RUSSIA
RUSSIA
C32014G12
Magician
LEO BURNETT RUSSIA
RUSSIA
C32015G12
Insects
LEO BURNETT RUSSIA
RUSSIA
C32016G12
Reindeer
LEO BURNETT RUSSIA
RUSSIA
C32017G12
Shark
LEO BURNETT RUSSIA
RUSSIA
C32018G12
Lumberjack is back!
DDB WARSZAWA SP. Z O.O.
POLAND
C33005G12
The printing of the Bible
MARK/BBDO PRAGUE
CZECH REPUBLIC
C33006G12
The celebration of Svatnovit
MARK/BBDO PRAGUE
CZECH REPUBLIC
C34002G12
Pattex inner cinema, dancers
DDB TRIBAL GROUP
AUSTRIA
19
20
2 / Wednesday/ 3 October 2012
#
C - Outdoor ENTRY CODE
ENTRY TITLE
ENTRANT NAME
COUNTRY
C34004G12
Pickup Sticks - Pink Shirt
EURO RSCG ISRAEL
ISRAEL
C34005G12
Blouse
EURO RSCG WARSAW
POLAND
C35002G12
Construction Site
BBDO RUSSIA GROUP
RUSSIA
C35003G12
9th of May Parade
BBDO RUSSIA GROUP
RUSSIA
C35009G12
IKEA Fixed Prices
TBWA/ISTANBUL
TURKEY
C36001G12
Bike Accident
YOUNG & RUBICAM PRAHA
CZECH REPUBLIC
C36002G12
Roller Skating Accident
YOUNG & RUBICAM PRAHA
CZECH REPUBLIC
C36003G12
Running Accident
YOUNG & RUBICAM PRAHA
CZECH REPUBLIC
C37018G12
Audi A6 Allroad Cockpit
NOBLE GRAPHICS
BULGARIA
C39001G12
Limpy
OGILVY&MATHER HUNGARY
HUNGARY
C39002G12
Baldy
OGILVY&MATHER HUNGARY
HUNGARY
C39003G12
Grumpy
OGILVY&MATHER HUNGARY
HUNGARY
C39010G12
Beach
YOUNG & RUBICAM PRAHA
CZECH REPUBLIC
C39011G12
Forest
YOUNG & RUBICAM PRAHA
CZECH REPUBLIC
C39012G12
Mountain
YOUNG & RUBICAM PRAHA
CZECH REPUBLIC
C39029G12
Bird Houses
EURO RSCG PRAGUE
CZECH REPUBLIC
C39034G12
Suprise Your Good Old Friends - Soldier
LEO BURNETT – ISTANBUL
TURKEY
C39035G12
Suprise Your Good Old Friends Pinocchio
LEO BURNETT – ISTANBUL
TURKEY
C39042G12
Tweetpositive
DDB BUDAPEST
HUNGARY
C39043G12
Work in progress
WIEN NORD WERBEAGENTUR GMBH
AUSTRIA
C40013G12
McCafé Catapult
DDB TRIBAL GROUP
AUSTRIA
C40017G12
BRLOH Game Store - PacMan
JANDL MARKETING A REKLAMA S.R.O.
SLOVAK REPUBLIC
C40018G12
BRLOH Game Store - Tetris
JANDL MARKETING A REKLAMA S.R.O.
SLOVAK REPUBLIC
C40019G12
BRLOH Game Store - Pong
JANDL MARKETING A REKLAMA S.R.O.
SLOVAK REPUBLIC
C40031G12
Chopsticks Dragon
VOSKHOD
RUSSIA
C40032G12
A smoking and smelling citylight
DEMNER, MERLICEK & BERGMANN WERBEGESELLSCHAFT MBH
AUSTRIA
C40034G12
Hamburger Timetable
DDB WARSZAWA SP. Z O.O.
POLAND
C42002G12
Make the politicians work!
VOSKHOD
RUSSIA
C44006G12
Artful construction vehicles
TBWA/ISTANBUL
TURKEY
C45007G12
Polar Bear
BBDO RUSSIA GROUP
RUSSIA
C45008G12
Whale
BBDO RUSSIA GROUP
RUSSIA
C45009G12
Sea Lion
BBDO RUSSIA GROUP
RUSSIA
C45032G12
Himaya "Break the Silence / A Predator in the Park"
LEO BURNETT BEIRUT
LEBANON
2 / Wednesday/ 3 October 2012
#
D - Radio ENTRY CODE
ENTRY TITLE
ENTRANT NAME
COUNTRY
D46001G12
Che Guevara
PRISTOP D.O.O.
SLOVENIA
D46002G12
Rolling Stones
PRISTOP D.O.O.
SLOVENIA
D46003G12
Alarm Clocks
DDB WARSZAWA SP. Z O.O.
POLAND
D50007G12
Sneakers Song
G2 UKRAINE
UKRAINE
D51002G12
MOTIVATIONAL GPS / 300
SAATCHI & SAATCHI SRL
ROMANIA
D51003G12
MOTIVATIONAL GPS / BRAVEHEART
SAATCHI & SAATCHI SRL
ROMANIA
D51004G12
MOTIVATIONAL GPS / GLADIATOR
SAATCHI & SAATCHI SRL
ROMANIA
D55001G12
Bomb
DEMNER, MERLICEK & BERGMANN WERBEGESELLSCHAFT MBH
AUSTRIA
D55002G12
Prison
DEMNER, MERLICEK & BERGMANN WERBEGESELLSCHAFT MBH
AUSTRIA
D58001G12
Don't drink and drive
LEAGAS DELANEY PRAHA S.R.O.
CZECH REPUBLIC
E - Direct communication ENTRY CODE
ENTRY TITLE
ENTRANT NAME
COUNTRY
E60001G12
Easy Speaking – alphabet poster
TOMATDESIGN
RUSSIA
E61007G12
Put Them In Our Shoes
LOWE ADVENTA (MOSCOW)
RUSSIA
E62007G12
The Blood Donation Spray
OGILVY & MATHER GMBH
AUSTRIA
E62021G12
The most credible testimonial in the world
WIEN NORD WERBEAGENTUR GMBH
AUSTRIA
E63006G12
Immortal Collection
BBDO RUSSIA GROUP
RUSSIA
E63008G12
Give It Back
OGILVY & MATHER, SPOL. S.R.O.
CZECH REPUBLIC
E64003G12
JC dark lager
TOMATDESIGN
RUSSIA
E64006G12
Bzzz premium
BACKBONE CREATIVE
ARMENIA
E64008G12
#Occupy Industrial Wine!
JUNG VON MATT/DONAU WERBEAGENTUR GMBH
AUSTRIA
E65001G12
"Fisherman" rubber boots
GOOD MEDIA
KAZAKHSTAN
E65008G12
The Vintage Edition
OGILVY & MATHER GMBH
AUSTRIA
E65009G12*
Erection Blister
OGILVY & MATHER, SPOL. S.R.O.
CZECH REPUBLIC
E65012G12
Naturally made pate
NEW MOMENT NEW IDEAS COMPANY SKOPJE
MACEDONIA
* E65009G12 Erection Blister – Entry was moved from E65 to E64.
21
22
2 / Wednesday/ 3 October 2012
#
F - Design of Brand & Corporate Identity ENTRY CODE
ENTRY TITLE
ENTRANT NAME
COUNTRY
F66001G12
Lithuanian vodka
ADELL TAIVAS OGILVY
LITHUANIA
F66007G12
MYWED
PARADOX BOX
RUSSIA
F66010G12
Storye Graphic Identity
GUILTY
LATVIA
F66013G12
T-platforms
TOMATDESIGN
RUSSIA
F66017G12
The stationary
TBWA/ISTANBUL
TURKEY
F66021G12
Corporate Identity
LEAGAS DELANEY PRAHA S.R.O.
CZECH REPUBLIC
F66025G12
London Education Center
GENERAL LINE!
RUSSIA
F67008G12
Cubism
KAFFEINE COMMUNICATIONS
UKRAINE
F68002G12
All Year Pencils
LEO BURNETT SP. Z O.O.
POLAND
F68003G12*
Calendars Of Empathy
LEO BURNETT SP. Z O.O.
POLAND
F68006G12
OBI Calendar
INBREIF
RUSSIA
F68008G12
WWF calendar - animals endangered by extinction
DDB WARSZAWA SP. Z O.O.
POLAND
F68009G12
Ruler that measures time
GREY LJUBLJANA D.O.O.
SLOVENIA
F69003G12
Set for adults
GREY WORLDWIDE WARSZAWA SP. Z O.O.
POLAND
F69004G12
Erection Blister
OGILVY & MATHER, SPOL. S.R.O.
CZECH REPUBLIC
* F68003G12 Calendars Of Empathy – Entry was moved from F68 to F69.
G - Digital ENTRY CODE
ENTRY TITLE
ENTRANT NAME
COUNTRY
G70002G12
The World's Deepest Website
OGILVY & MATHER UKRAINE
UKRAINE
G70003G12
Car vs Piano
BBDO RUSSIA GROUP
RUSSIA
G70005G12
Free a Tree
LEO BURNETT RUSSIA
RUSSIA
G70008G12
Change your view in the kitchen
INSTINCT
RUSSIA
G71002G12
Drugs Set Your Timeline
MCCANN ERICKSON ISRAEL
ISRAEL
G71023G12*
Look for a Font. Find a Job.
DEMNER, MERLICEK & BERGMANN WERBEGESELLSCHAFT MBH
AUSTRIA
G71027G12
Romanians are smart
BV MCCANN ERICKSON ROMANIA SRL
ROMANIA
G71028G12
Babies Go Pro
MCCANN ERICKSON ISRAEL
ISRAEL
G71032G12
OzU University 'The Game Of Your Life'
41? 29!
TURKEY
G71033G12
No Rights, No Women
LEO BURNETT BEIRUT
LEBANON
G71035G12
Doping TV
YOUNG & RUBICAM POLAND SP.Z.O.O.
POLAND
G71036G12
Facebook flavoured fruit juice
CLUSO KFT.
HUNGARY
G72003G12
Parking Douche
LOOK AT MEDIA
RUSSIA
G72007G12
Lapland – The North of Finland / When you're challenged by the stubborn Midnight Sun
SEK & GREY OY
FINLAND
G72010G12
Miele - Tunnel
MAYER/MCCANN ERICKSON
SLOVAK REPUBLIC
G73003G12
Jeep In
LEO BURNETT SP. Z O.O.
POLAND
G73014G12
Manager SRL
MRM WORLDWIDE
ROMANIA
2 / Wednesday/ 3 October 2012
#
G - Digital ENTRY CODE
ENTRY TITLE
ENTRANT NAME
COUNTRY
G74011G12
New Driving Tests App.
LEO BURNETT BEOGRAD
SERBIA
G74012G12
Cheer from your heart!
DDB BUDAPEST
HUNGARY
G74014G12
The Outlander Adventure
WEBSTYLER
ROMANIA
G74016G12
Tweetpositive
DDB BUDAPEST
HUNGARY
A16019G12*
What Is There in the Darkroom?
MFIVE CREATIVE GROUP
RUSSIA
* G71023G12 Look For a Font. Find a job. – Entry was moved from G71 to G72. A16019G12 What Is There in The Darkroom? – Entry was moved from A16 to G74.
H - Mobile ENTRY CODE
ENTRY TITLE
ENTRANT NAME
COUNTRY
H002G12
Jeep In
LEO BURNETT SP. Z O.O.
POLAND
H005G12
Parking Douche
LOOK AT MEDIA
RUSSIA
H006G12
Vrancea Earthquake Alert
APP&GO MOBILE
ROMANIA
H013G12
Free a Tree
LEO BURNETT RUSSIA
RUSSIA
H015G12
Austrian red.guide App
WUNDERMAN PXP
AUSTRIA
H021G12
Opticana Eyewear: The Pinch Banner
MCCANN ERICKSON ISRAEL
ISRAEL
N - New or innovative ENTRY CODE
ENTRY TITLE
ENTRANT NAME
COUNTRY
N003G12
VideoSnatch
OGILVY & MATHER UKRAINE
UKRAINE
N005G12
Drugs Set Your Timeline
MCCANN ERICKSON ISRAEL
ISRAEL
N010G12
Captcha
LEO BURNETT SP. Z O.O.
POLAND
N016G12
Repetition
SAATCHI & SAATCHI SRL
ROMANIA
N018G12
Blouse
EURO RSCG WARSAW
POLAND
N023G12
Milka Cursormeeting - the world's first online flashmob
HPS GROUP
HUNGARY
N032G12
Make the politicians work!
VOSKHOD
RUSSIA
N033G12
Parking Douche
LOOK AT MEDIA
RUSSIA
N047G12
Second Life
LEO BURNETT & TARGET SA
ROMANIA
N060G12
Hamburger Timetable
DDB WARSZAWA SP. Z O.O.
POLAND
N061G12
Kiosked Web Wide Shop
HASAN & PARTNERS
FINLAND
N062G12
Buffering LIVE
NEW MOMENT NEW IDEAS COMPANY TIRANA
ALBANIA
N068G12
Cheer from your heart!
DDB BUDAPEST
HUNGARY
N070G12
No Rights, No Women
LEO BURNETT BEIRUT
LEBANON
N092G12
Opticana Eyewear: The Pinch Banner
MCCANN ERICKSON ISRAEL
ISRAEL
DAILY NEWS, October 2012 Published by: Golden Drum Festival, Design: Pristop, d.o.o., Production: Medijski partner d.o.o., Editor: Maja Jančič, Journalist: Manja Ujčič Zrimšek, Photo: Bojan Šverko, Tanja Ristič, Printing: Tiskarna Knjigoveznica Radovljica, Printed on paper Core Silk 115g provided by Alpe papir d.o.o.
23
24
2 / Wednesday/ 3 October 2012
#
Z ljubeznijo do papirja in narave
CELOVITA PONUDBA VSEH VRST PAPIRJEV VODILNIH SVETOVNIH PROIZVAJALCEV S POUDARKOM NA OKOLJU PRIJAZNIH PAPIRJIH.
Alpe papir d.o.o. , Letališka cesta 16, 1122 Ljubljana tel. +386 1 546 64 50, fax. +386 1 546 64 98, info@alpepapir.si, www.alpepapir.si PE Maribor, Špelina ulica 1, 2000 Maribor tel. +386 2 426 11 16, fax. +386 2 426 11 17, info@alpepapir.si, www.alpepapir.si