18th Golden Drum report 2011 by Borut Odlazek

Report2011

Report2011 18TH INTERNATIONAL ADVERTISING FESTIVAL

1 October 5-8, 2011 Portoro탑 / Slovenia

Report2011

Dear Golden Drummers! I would like to sincerely thank you for taking part in the 18th Golden Drum Festival. It was both a pleasure and privilege to host so many distinguished Jury members, Guest Speakers, representatives of agencies, media, research houses, clients and others from the advertising industry of New Europe and beyond. Each and every Golden Drummer contributed to the spirit of the Festival by running for the many prestigious awards, listening to great lectures and presentations or simply enjoying given time to share, connect and learn. We hope your stay at the Festival was pleasant, enjoyable and that it has met your expectations. We look forward to see you again next year!

Barbara Krajnc Executive Director of the Golden Drum Festival

SAVE THE DATE! 19th Golden Drum 3-6 October 2012 Grand Hotel Bernardin Portoro탑, Slovenia

Report2011

Golden Drum New Europe Hall of Fame Golden Drum Festival has in its eighteen 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. In 2011 The Wall is richer for two new really great names. Jure Apih and Meta Dobnikar joined the great crowd of exceptional people. JURE APIH AND META DOBNIKAR Thanks to Jure and Meta, the Golden Drum Festival has been put on the map of the World’s most prominent and important advertising festivals. It is this festival that brings together representatives of advertising, prominent guests and speakers, a festival that teaches, rewards and celebrates. As Mr. Apih said time and again, the motto of the festival is - “Sharp competition, good school, crazy party and devilish challenge”. That was and will remain key guidance for the future, thus distinguishing the Golden Drum Festival from other festivals.

This is a recognition for the years of work in creating and developing the Golden Drum Festival as it represents an outstanding value and importance, not only for the advertising profession in Slovenia, but also internationally. My name on Bernardin’s wall of fame is a great reward that I am very proud of. I understand it as conﬁrmation, reminder and an action of gratitude of all those people that helped Golden Drum to become as it is. Without all the enthusiasm and love it wouldn’t become such a great festival. Recognition not only in our industry not only in countries across New Europe but much wider has driven us to innovate and create. Bitter sweet was the knowledge that our ideas were used by many creators of other similar festivals across the world. The head and the hart of our organisation team was of course Jure Apih I was just the neck and many many great coworkers synchronized body. Meta Dobnikar

The fact that my name will stay on The wall at least as long as the glue on marble Bernardin will hold is a small patch on my wounded ego. The knowing that the world still turns around even if I am not there has nothing to do with vanity. Two steps forward, one backward is love dance which goes two steps forward again. Jure Apih

Want to win more Golden Drum awards in 2012? ...get your best people trained by the EACA International School

The EACA International School helps agencies train and develop their people and talent in all aspects of communication. It has an outstanding faculty of trainers ready and willing to come into your agency to help develop your teams.

Call us to discuss a training programme to help you win more.

Tel: +32 2 740 0715 Email: school@eaca.be 152 Boulevard Brand Whitlock, 1200 Brussels http://eacaschool.wordpress.com

Report2011

Golden Drum’s Juries

SINGLE CHANNEL JURY President of the Single Channel Jury: Stefan Schmidt, Creative at Large/TBWA\Europe, Chief Creative Officer/TBWA Germany Davor Bruketa, Creative Director & Founder, Bruketa&Zinic OM, Croatia Tolga Büyükdoganay, Creative Director, Demner, Merlicek & Bergman, Austria Razvan Capanescu, Chief Creative Officer, Publicis Romania Zoran Gabrijan, Creative Director, Futura DDB, Slovenia Pawel Heinze, Executive Creative Director, Leo Burnett Warsaw, Poland Leandro Raposo*, General Creative Director, McCann Spain Will Rust, Executive Creative Director, Ogilvy Group Hungary & Ukraine Dejan Stajnberger, Creative Director, VCCP Prague, Czech Republic Andrej Štuk, Executive Creative Director, Mark BBDO Prague, Czech Republic Jon Williams, Chief Digital Officer, Grey EMEA

*Due to unforeseen circumstances Leandro Raposo was unable to attend the ﬁnal stage of judging.

Report2011

MULTI CHANNEL JURY President of the Multi Channel Jury: Matias Palm-Jensen, Chief Innovation Officer, EMEA, McCann Worldgroup Claudiu Dobrita, Creative Director, Draftfcb Bucharest Peter Kačenka, Executive Creative Director, Wiktor Leo Burnett, Slovak Republic Volkan Karakasoglu, Creative Director, TBWA\ Istanbul, Turkey Mikhail Kudashkin, Creative Director, Leo Burnett Moscow Anthony Kyriazis, Director of Creative Services @ Tribal DDB Athens Krešimir Macan, Director and Senior Partner, Manjgura, Croatia Désirée Maurd*, Creative Director & Partner, Prime, Sweden Mitja Petrovič, Director and co-owner of the agency Publicis Group Slovenia Felix Del Valle, Executive Creative Director, Contrapunto BBDO, Spain Robin Weeks, Regional Creative Director for Ogilvy CEE

PIRAN PORTOROŽ POSTER AWARD JURY President of the PPPA Jury: Adrian Botan, Regional Creative Director for CEE at McCann Erickson, Partner and Executive Creative Director of McCann Erickson Bucharest Aljoša Bagola, Executive Creative Director, Pristop, Slovenia Yigal Baron, Managing Director of the Israeli Advertising Association, Israel Svetlana Ćopić, Creative Director, New Moment New Ideas Company Y&R Belgrade, Serbia Vera Stanković, Creative Director, Sonce.net, Slovenia

*Due to unforeseen circumstances Désirée Maurd was unable to attend the ﬁnal stage of judging.

Report2011

8 Golden Drum’s rankings in 2011 Rang of Top New European Agencies – Top 10

Points

BV MCCANN ERICKSON ROMANIA S L

LEO BURNETT SP. Z O.O.

DEMNER, MERLICEK & BERGMANN WERBEGESELLSCHAFT MBH

OGILVY PRAGUE

DDB&CO.

OGILVY & MATHER UKRAINE

VOSKHOD

EURO RSCG WARSAW

SHALMOR AVNON AMICHAY / Y&R INTERACTIVE TEL AVIV

OGILVY & MATHER GMBH

Rang of Top Agency Networks – Top 10

Points

LEO BURNETT

133

OGILVY

119

McCANN ERICKSON

107

DDB

YOUNG & RUBICAM

EURO RSCG

BBDO

GREY

TBWA

LOWE

Rang of Top Brands – Top 10

Points

VODAFONE

NATIONAL MUSEUM IN KRAKOW

ROM

BANK FORUM

100 000 BOOKS

AMAZONKI - STOWARZYSZENIE WARSZAWA CENTRUM

DREFT

AMUNDSEN VODKA

FORD

ART DIRECTORS CLUB UKRAINE

Report2011

Golden Drum Winners in 2011

With 133 points, Leo Burnett won the Golden Net award for the most successful agency network at the festival.

With 93 points, the agency BV McCann Erickson Romania SRL was awarded with the Golden Rose award for the most successful agency at the Golden Drum Festival.

The most awarded brand of the Golden Drum Festival with 60 points collected, the brand Vodafone won the Brand Grand Prix award.

Report2011

Winners on stage

THE FIFTH INTERCONTINENTAL ADVERTISING CUP THE BEST OF THE BEST AWARDS

LOCAL SPIRIT GLOBAL FAME 5th CUP Awards and Creative Stage in Istanbul 26–27 January 2012

www.thecupawards.com

Report2011

18th Golden Drum Awards GD GRAND PRIX Film 1. Entry title: Surprise; Passion Agency: OGILVY & MATHER UKRAINE Advertiser/client: Brand name: Bank Forum Country: UKRAINE Agency network: OGILVY

Press 2. Entry title: Color 1; Color 2; Color 3 Agency: LEO BURNETT SP. Z O.O. Advertiser/client: Procter & Gamble Brand name: Dreft Country: POLAND Agency network: LEO BURNETT

Outdoor 3. Entry title: All The Names In The Country Share The Logo Agency: SHALMOR AVNON AMICHAY / Y&R INTERACTIVE TEL AVIV Advertiser/client: Brand name: Strauss Country: ISRAEL Agency network: YOUNG & RUBICAM

Radio Entry title: Gugl-Paris Agency: DEMNER, MERLICEK & BERGMANN WERBEGESELLSCHAFT MBH Advertiser/client: Mobilkom Austria AG/ bob Brand name: bob Country: AUSTRIA Agency network: Independent agency

3 5

Direct communication 4. Entry title: Books Fresheners Agency: VOSKHOD Advertiser/client: Brand name: 100 000 Books Country: RUSSIA Agency network: Independent agency

Report2011

14 Corporate & brand materials

Digital campaigns

5. Entry title: A 365 nights a year calendar Agency: GREY WORLDWIDE WARSZAWA SP. Z O.O. Advertiser/client: Taboo Condoms Brand name: Taboo Condoms Country: POLAND Agency network: GREY

10. Entry title: Vodafone Cerebel Agency: BV MCCANN ERICKSON ROMANIA SRL Advertiser/client: Vodafone Romania Brand name: Vodafone Country: ROMANIA Agency network: McCANN ERICKSON

Digital

Events

6. Entry title: Google Analytics as our Media Agency: TRIAD ADVERTISING Advertiser/client: Riesenia.com Brand name: Analytics.sk Country: SLOVAK REPUBLIC Agency network: Independent agency

11. Entry title: The Wedding Agency: BV MCCANN ERICKSON ROMANIA SRL Advertiser/client: Vodafone Romania Brand name: Vodafone Country: ROMANIA Agency network: McCANN ERICKSON

New or innovative 7. Entry title: What a person can miss, a machine wil ďŹ nd. Agency: EURO RSCG WARSAW Advertiser/client: Amazonki - Stowarzyszenie Warszawa Centrum Brand name: Amazonki - Stowarzyszenie Warszawa Centrum Country: POLAND Agency network: EURO RSCG

Integrated communication campaigns 11

8. Entry title: American Rom Agency: BV MCCANN ERICKSON ROMANIA SRL Advertiser/client: Kandia Dulce Brand name: Rom Country: ROMANIA Agency network: McCANN ERICKSON

Direct campaigns

9. Entry title: Secrets Behind Paintings Agency: LEO BURNETT SP. Z O.O. Advertiser/client: PZU S.A. - National Museum in Krakow Brand name: National Museum in Krakow Country: POLAND Agency network: LEO BURNETT

Public relations 12. Entry title: Vodafone Chivu Agency: BV MCCANN ERICKSON ROMANIA SRL Advertiser/client: Vodafone Romania Brand name: Vodafone Country: ROMANIA Agency network: McCANN ERICKSON

Innovative campaigns 13. Entry title: Turkcell Tweet Agency: RABARBA Advertiser/client: Brand name: Turkcell Country: TURKEY Agency network: Independent agency

GOLDEN WATCH AWARD 14. Entry title: Secrets Behind Paintings Agency: LEO BURNETT SP. Z O.O. Advertiser/client: PZU S.A. - National Museum in Krakow Brand name: National Museum in Krakow Country: POLAND

Report2011 VIRTUOSO AWARDS Best Cinematography for director of photography of the best ﬁlm clip 15. Entry title: Year Zero / OFFF Barcelona 2011 Agency: SAVAGE Advertiser/client: OFFF Festival Barcelona 2011 Brand name: OFFF Festival Barcelona 2011 Country: CZECH REPUBLIC Agency network: Independent agency Director of Photography: Jiri Malek, Mischa Rozema

Best Illustration for author of best illustration 16. Entry title: Aspirin Before & After Bride; Aspirin Before & After Driver; Aspirin Before & After Employee Agency: BBDO RUSSIA GROUP Advertiser/client: Brand name: Aspirin Country: RUSSIA Agency network: BBDO Illustrator: Paulo Garcia

14 17

17 16

Best Photography for author of best photography

No award

2nd Place

PIRAN PORTOROŽ POSTER AWARD 1st Place 17. Entry title: Edward Scissorhands 1; Edward Scissorhands 2; Edward Scissorhands 3 Country: POLAND Advertising agency: NETIZENS SP. Z O.O. Author(s): Mateusz Gaca and Aleksandra Marchocka

18. Entry title: The Sound of Piran Violin; The Sound of Piran - Seagull Country: ROMANIA Advertising agency: XSR MG Author(s): Andrei Dragan, Erik Erdokozi

3rd Place 19. Entry title: Simpsons In Piran Country: SLOVAK REPUBLIC Advertising agency: WIKTOR LEO BURNETT Author(s): Miro Kozel

Report2011

Speakers 18th Golden Drum program focused on new thinking and on the ever faster evolving novelties and changes we face in our life and at work. Golden Drum is and remains a meeting point of great minds and top creative works. This year’s visitors had at least 93 reasons not to miss the festival: more than 30 lectures, 5 workshops, 4 panel discussions with 50 renowned speakers and 4 parties in 4 unforgettable festival days! Jure Apih, Honorary President of Golden Drum, Founding member and CEO of ICAC - The CUP Igor Arih, Creative Director and Owner, Arih d.o.o., Slovenia Stefan Böck, Founder, Creative Society Adrian Botan, Chairman of New Europe Creative Council / Executive Creative Director, McCann Romania Farid Chehab, Honorary Chairman and Advisor to the Board Leo Burnett MENA Francesco Cibò, Creative Excellence Manager Coca-Cola Central & Southern Europe Michael Conrad, President of the Berlin School of Creative Leadership Worldwide, Zürich Will Cummock, ace straight 8 ﬁlmmaker Micky Denehy, Founding Principal of EACA International School Hannes Eder, Managing Director, Universal Music Austria & Western Balkans, Vienna Alexey Fadeyev, Co-founder & Creative Director at Depot WPF Branding Agency Almir Flisar, Concept Creator, DreamEthic Change, Slovenia Tzur Golan, Chief Creative Director and CEO of Shalmor Avnon Amichay Y&R, Tel Aviv Uroš Goričan, Creative Strategist at Saatchi & Saatchi Ljubljana, Slovenia Patrick Hanson-Lowe, CMO Publicis Felix Heinrich, Partner, Creative Society Steve Henry, Creative Consultant, UK Tony Hertz, Owner and Creative Director, Hertz:Radio Mark Husak, Director of Media and

Digital Development in Europe, Millward Brown Dariusz Janczewski, Managing Director, Media Direction OMD Peter Kamstedt, Program Director, Berghs School of Communication, Sweden Matjaž Kek, Head of Division for communication projects, Government Communication Office, Republic of Slovenia James Kent, Analytics Research Specialist, MPS at Google, London, United Kingdom Petteri Kilpinen, Senior Vice President, Innovation, TBWA\Europe Jim Kite, Strategic Development Director, Starcom MediaVest Group EMEA Arno Laeven, Strategy Director Sanoma Media Russia & CEE Jeannette Liendo, Global Director, Microsoft, Corporate Marketing Group Malte Lohan, Director of Public Affairs, World Federation of Advertisers Krešimir Macan, Director and Senior Partner, Manjgura, Croatia Vesna Marđonović, Media Director CEE at GlaxoSmithKline Consumer Healthcare Gustavo Martinez, President McCann WorldGroup Europe Johannes Newrkla, Founding member of Art Directors Club of Europe, Founder and CEO of Bluetango Paweł Niziński, CEO of GoodBrand & Community CEE Nicola Novellone, Chairman & CEO, Leo Burnett CEE Mitja Petrovič, Director and Co-owner of the agency Publicis Group, Slovenia Tomasz Pirc, Director of Usability and Information Design, Innovatif / Futura

Group, Slovenia Milka Pogliani, Chairman and Executive Creative Director McCann WorldGroup Italy, Creative Advisor McCann New Europe Elliot Polak, Founder and CEO, Textappeal Andrej Pompe, President of BrandBusinessSchool, Co-founder and Partner of Formitas BBDO Ketchum, Slovenia Ulrich Proeschel, Vice-President Business Development, TBWA\Europe Janez Rakušček, Executive Creative Director, Luna\TBWA, Slovenia Andrew Rawlins, Founder of the Epica Awards Kate Robertson, U.K. Group Chairman Euro RSCG Worldwide & Co-founder One Young World Will Sansom, Writer and Consultant for Contagious Communications Ed Sayers, founder of straight 8 Thomas Schmid, Managing Director and Executive Creative Director, Friendly Fire Creative Services Stefan Schmidt, Creative at Large/ Chief Creative Officer, TBWA\Europe Orly Seagull, Marcom Innovation Consultant at SIT, Systematic Inventive Thinking Gábor Szántó, Head of Innovation and Digital, DDB, Hungary Lucia Tarbajovská, Co-founder of Brand Academy Fernando Vega Olmos, Creative Chairman, Continental Europe and Latin America – JWT Worldwide Creative Council Chairman Emma Wilkie, Managing Director, The Gunn Report Ltd Andraž Zorko, partner, Valicon, Slovenia

Pristop d.o.o. Trubarjeva cesta 79 1000 Ljubljana Slovenija www.pristop.si

Report2011

Lectures 2011 18th Golden Drumâ&#x20AC;&#x2122;s program was enriched with lectures given by high ranking and distinguished Guest Speakers at the Creative Academy. Parallel with lectures, the program offered a chance to explore many speciďŹ c areas and creative channels at labs and workshops, such as Creative Lab, Digital Lab, PR Lab and Media Lab.

Report2011

Parties 2011