DailyNews OFFICIAL MAGAZINE THE 18 GOLDEN DRUM INTERNATIONAL ADVERTISING FESTIVAL OF
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Thursday/ October 6, 2011
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Thursday, October 6 KODAK HALL 10.00 Portorož – Pattaya – Buenos Aires – Barcelona – Istanbul: Golden Drummers in the Intercontinental Advertising CUP competition
Jure Apih, Honorary President of Golden Drum, Founding member and CEO of ICAC - The CUP
11.00 Culture Inside
Michael Conrad, President of the Berlin School of Creative Leadership Worldwide, Zürich
12.00 Orchestration, not Integration: Engagement in an “Always-On” world
15.30 Debate: Measure What Matters: Are current research methods fit for purpose?
moderated by Vesna Marđonović, Media Director CEE at GlaxoSmithKline Consumer Healthcare guests: James Kent, Analytics Research Specialist, MPS at Google, London, United Kingdom, Jim Kite, Strategic Development Director, Starcom MediaVest Group EMEA, Dariusz Janczewski, Managing Director, Media Direction OMD, Andraž Zorko, partner, Valicon, Slovenia
17.30 Golden Drum Competition: Screening of Single Channel Finalists
Gábor Szántó, Head of Innovation and Digital, DDB, Hungary
MEDITERANEA HALL
14.00 The innovation GPS
09.00 Golden Drum Competition:
Tzur Golan, Chief Creative Director and CEO of Shalmor Avnon Amichay Y&R, Tel Aviv
20.30 Golden Drum Single Channel Awards Ceremony EMERALD HALL 09.30 Festival of Festivals:
AdFest 2011 - Screening of Winners
10.30 Who Made Who: visual culture migration through the social environment of New Europe Alexey Fadeyev, Co-founder & Creative Director at Depot WPF Branding Agency
11.30 Breaking the Rules
Steve Henry, Creative Consultant, UK
12.30 Music - inspiration for every business Igor Arih, Creative Director and Owner, Arih d.o.o., Slovenia
DON’T MISS ON FRIDAY KODAK HALL 11.30 Where do great ideas come from?
Fernando Vega Olmos, Creative Chairman, Continental Europe and Latin America – JWT Worldwide Creative Council Chairman
15.00 Fad or Fab? Evaluating New Opportunities in Digital Media
Mark Husak, Director of Media and Digital Development in Europe, Millward Brown
16.30 New Media, New Thinking: How one of Europe’s largest media companies is changing its business Arno Laeven, Strategy Director Sanoma Media Russia & CEE
Screening of Entries
EMERALD HALL
12.00 Golden Drum and Intercontinental Creative Society: 4 continental advertising competitions, 25.000 ideas, ONE creative society
14.45 Mind the Gap!
Jure Apih, Honorary President of Golden Drum, Founding member and CEO of ICAC – The CUP, Stefan Böck, Founder, Creative Society and Felix Heinrich, Partner, Creative Society
12.30 Golden Drum Competition: Screening of Entries
14.30 Workshop: New Business Skills
Micky Denehy, Founding Principal of EACA International School
Johannes Newrkla, Founding member of Art Directors Club of Europe, Founder and CEO of Bluetango
15.30 Change is everywhere. Actually everything stays the same. Ulrich Proeschel, Vice-President Business Development, TBWA\ Europe
17.00 Kodak presents: straight 8 at Golden Drum with Ed Sayers & Will Cummock, founder of straight 8 & ace straight 8 filmmaker
16.30 Golden Drum Competition: Screening of Entries
y? t r a P o t WhereRTINI TEATER, 23:00
A T EATER T É F A &C PIRAN e Party with Welcomco in Concert Magnifi
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Contemporary trends in Marketing 3.0
Pawel Nizinski, CEO of GoodBrand & Community CEE talked about new marketing trends. New consumer demands new brands. The new models of consumption and buying habits are changing the face of the communication industry. We are not talking about the Reconstruction, but probably about the complete re-definition of the industry. Quick overview of the new trends illustrating the Marketing 3.0 model leads us to more fundamental conclusions. We need to understand the links between the social trust, social capital and the brands in our societies. We need to understand how to react in the light of growing distrust to the brands. We need to learn how to help
the brands to regain trust and respect. We are not crazy but we are not normal brand people, pointed Nizinski. There is no place for normal brand people in todays consumer world anymore. People do not believe in brands, they feel like the brands are hiding stuff. All that leads us to totally new buying decision journey. As consumers we are trying, experimenting, enjoying, shearing experiences and at the end of that journey brands hope we become brand ambassadors. Relaying on all that there must be something really wrong in marketing strategies if 90 percent of marketing budgets goes for advertising and promotion. I think we are missing something here, added Nizinski and con-
cluded his lecture with six powerful consumer trends: consumers are active they consume differently they are “green� partners time tested always connected tend to everyday spirituality. He just reminded the crowd how much we do not like to own to much stuff anymore and how eco-activism become really popular. Even stars are playing new eco-glamour by owning small cars, not living in enormous villas and they like to share, give, donate, ect. So todays consumers expect that from brands also. Governments are not ruling the world anymore, business and brands are the ones in charge.
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The Berlin school debate: Creative leadership for creative excellence Michael Conrad, president of Berlin School of Creative Leadership hosted Adrian Botan Chirman of New Europe Creative Council and Executive Creative Director at McCann, Romania, Uroš Goričan Creative strategist at Saatch&Saatchi Ljubljana, Slovenia and Lucia Tarbajovska, Co-founder of Brand Academy in a debate about creative leadership. They talked about what is the best strategy for leading creative excellence, how can an effective leadership strategy improve the performance of business, should strategy influence which clients one works for and how to work
with them? After quite long and promotional introduction of Berlin School of Creative Leadership Conrad gave word to his alumnies Lucia and Adrian. Lucia talked about fear factor, not the famous TV show, but her research of how fear influences creativity. She pointed that fear is both an engine and obstacle for creativity. As much as 90 percent of responders in her research said that the fear has negative influence on creativity. The main problem is that many creatives skip ideas for which they think will not be excepted by others, they simply adjust their ideas to fit.
Adrian who stunned advertising world with his American Rom campaign talked about real life experiment they did in his agency. They made creative cloud, meta agency that floats above the region. The Cloud is some kind of super organization which sources creative people from all the region giving them opportunity to work on different markets and giving brands opportunity to work with different creatives. At the end Uroš shared experience of his first two weeks in Berlin school but more of that story you can read in the interview on next pages.
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I never considered myself as an “MBA person” Uros Goričan is the first recipient of Dragan Sakan Scholarship of Berlin School of Creative Leadership which brought him for two years to Berlin, the capital city of creativity. He fell in love with the city in 1988 and high school love is back with a new aim: become a great creative leader. Uroš, you started with study at Berlin School of Creative Leadership at the beginning of September. How would you describe your first impressions? Overwhelming might be just the right word for it. The intensity of lectures, the challenging lecturers and great international crowd is what we were all faced with in the first two weeks. And it feels as some inner process has just been set to work. How has your life changed in last few months since you were selected for Dragan Sakan Scholarship? Well, I was absolutely thrilled and thankful for the scholarship and in the next minute I realized I will have to reshuffle my life for next two years. So far I am very curious where this will take me. Why did you decide to apply
for scholarship? What are your expectations at school? I never considered myself as an “MBA person” to be honest. But I was following the Berlin School from its very beginnings and was intrigued by the idea of business school for creative people. Personally I have reached the stage where business side of creative industries started to interest me. And when the chance for the scholarship appeared I just jumped at it. During initial conversations Michael Conrad asked me why did I choose this school and I told him that this is the only MBA I am ever considering to apply for since it is focused on creative industries and creative leadership. As I have been working for many years in creative departments my expectations now go
About Dragan Sakan scholarship at Berlin School of Leadership: The Golden Drum Festival is proud to announce the Berlin School & Golden Drum “Dragan Sakan Scholarship”. In honour of the achievements of Dragan Sakan, we are partnering with the Berlin School of Creative Leadership to award the scholarship for the next Berlin School Executive MBA in Creative Leadership programme. The scholarship winner receives 48,500 euro in tuition support (full program tuition) for the Berlin School Executive MBA in Creative Leadership program in Berlin.
in the line of better understanding the business side of creative industries, the process of leading creative people and to get a broader international overview. And also to find a new inspiration and challenge myself with it. Can you compare your new school in Berlin with Slovenian schools? With this MBA one gets the chance to work with small group of people from different cultural backgrounds but with same interests, courses are focused and extremely intensive and the topics are interrelated and very practical. The main difference I can see from this is the more active role of both students and lecturers. It is an engaging experience. But I think these are universal differences between most bachelor and postgraduate courses. Everybody here knows it is all up to you what you get out of this. What are your plans after finishing Berlin school? How will you be able to use your new experiences and knowledge at your work in Slovenia? My plans and ideas for the future are rapidly changing during the course itself. So, I decided not to make any fixed plans yet or at least allow myself the freedom to change them during this period.
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The knowledge and experience on the other hand I am already trying to implement now. That is why the system of five intensive 14 days modules is so great. You’ve experienced different network agencies. You were creative director at Luna/ TBWA and Studio Marketing/JWT, since last year you work as creative strategist for Saatchi&Saatchi in Ljubljana, Slovenia. Can you compare business approach of those three networking agencies and what are the main differences among them? I think characters are stronger than networks. Luna/TBWA and Studio Marketing/JWT have changed significantly in the last years so it is hard to talk about their current business approach. But I remember that the culture in both agencies was very much influenced by the personal characteristics of its local owners. Since Mr. Milavec is a movie director Luna/TBWA was the only agency where you could meet the best directors every day in the same room and have a coffee with them. So it was no surprise that it produced some of the best TV commercials at that time. Studio Marketing/JWT was then known for being the best in creating campaigns and I remember long and hard discussions with Mr. Repovť about concepts and consistency and I learned a lot there. Saatchi&Saatchi on the other hand looks like a typical network agency. It has been awarded many times for its nontraditional approach to advertising campaigns that has become its trademark. And if you look closer you can see it is due to the creative talent in the agency.
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We can talk about disruption, lovemarks and other network concepts of approaching creativity and business but as far as I can see it, it all comes down to people who run it or work there. There is a one-million-dollars question for you: how will media landscape change in next 5 and 10 years? I think the real million-dollars question is: where is the money in all this changing landscape? In last 5 years the consumers’ media consumption habits changed due to new media, platforms and products on the market. Both media and consumers will continue to evolve and it is hard to predict how exactly. I think we are in for some surprises. But the challenge is weather the marketing and advertising industry is flexible enough to follow the crowd. To me it looks like it is lagging behind at the moment. It is time for new tricks and new approach to metrics to catch the consumers scattered on different platforms. I like the Facebook’s new approach to metrics with its announced “people-talking-about” add-on. This will sound very cliché but I believe people want content on their media platforms not brands, so hunting for consumer’s attention will be a hard game. How long have you been working in advertising? What are in your opinion the main changes in our Adriatic/Balkan region in field of advertising from the
first day that you work in advertising? I have been working in advertising for more that 11 years with a 5 year “break” in mobile and web content business. The advertising in our region has become more professional in last 10, 15 years. We lost some regional and local brands, got some new local and international ones and got our own festival Golden Drum which helped put the region on global creative map. And that is good. Which is your favorite brand? What do you like the most about its communication? Currently I am big fan of Iron Sky, a movie project based on non-traditional approach to business with the use of crowdsourcing and interaction with public. It has become an international brandname with huge following and fans buying merchandise even before the production start. And the production process of the movie has become an entertainment event. I would love to have that kind of project on my table. If there was a brand which wanted to have your name as brand name, what kind of brand should that be? It would have to be a brand that would constantly evolve and change. The kind of brand where you never quite know what you get but would always deliver the same promise: surprise. Do you have any role models in your life?
I don’t have specific role models but there are always people I admire for different kind of reasons – their creativity, their intelligence, stamina, courage, sense of humor, “cool factor”… according to the phase I am going through. But I admire most the people who are able to leave their comfort zone and start all over exploring new lives. Have you already fall in love with Berlin? What do you love the most in the most creative city in the world? I have fallen in love with Berlin as a high school boy on his first big city adventure. It was 1988 a year before the fall of the wall when Berlin held the title of European Capital of Culture. West Berlin was buzzing with creative energy while East Berlin was all sleepy in its socialistic haze. I fell in love with this contrast and I still love city’s schizophrenic nature, the fact that it is poor with money, but rich with ideas, the fact that it does not have a real center and every quarter is a city on its own. But I also admire the consistency of city’s strategy on creative industries which established Berlin as a creative capital and turned the weakness (absence of industry) into brandname.
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Golden Drum’s weekly
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column
Great advertising for the UBS bank! Two weeks ago, a Swiss bank lost 2 billion US dollars because one of their dealers was playing stupid on the financial market. Pffff… as soon as consumers want to start believing in banks again, there always pops up this kind of screwed-up news story. Am I the only one who doesn’t believe in making advertising for banks anymore? Whatever an ad agency will create for them, it is never going to be convincing any more. Well, there is a creative solution that a bank should do to win the trust from their clients again. Check out the next two TV commercials for the UBS bank:
TVC 1.
Before the TVC starts we read: The next interview is done with a real lie detector test. We see a top manager from UBS bank sitting in front of a lie detector. Question: Let’s be responsible… yes? Answer: Yes! (No reaction from the lie detector) Question: Does UBS loan us people more money than we can afford? Answer: No! (No reaction from the lie detector) Question: Is that because UBS does not want us people to get into trouble?
Martin Mol Owner/Creative Director MolConcepts
Answer: Yes! (No reaction from the lie detector) Logo and slogan: UBS bank. We know that you don’t trust us! Sound effect: A big reaction from the lie detector. TVC 2.
Before the TVC starts we read: The next interview is done with a real lie detector test. We see a top manager from UBS bank sitting in front of a lie detector. Question: Tell me… can a bank really be honest? Answer: Yes! (No reaction from the lie detector) Question: Okay… do financial coaches from UBS really care about their customers’ finances? Answer: Yes! (No reaction from the lie detector) Question: But UBS will charge an extra cost for this service… won’t you? Answer: No! (No reaction from the lie detector) Logo and slogan: UBS Bank. We know that you don’t trust us! Sound effect: A big reaction from the lie detector. PS: If another bank with some honest balls in their pants also wants to have great TV commercials like this, then I have some good news: The UBS TV commercials do not exist, I just made them up.
Martin Mol’s Golden Drum weekly columns express the opinion of the author only and do not represent the opinion of the organizers. More Golden Drum’s weekly columns on Golden Drum’s Facebook profile and www.goldendrum.com
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Golden Drum New Europe Hall of Fame A wall is just a wall. But whoever’s name is inscribed on it, briefly brushes against immortality. Then a wall becomes The Wall. 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. This year The Wall is richer for two new really great names. Jure Apih and Meta Dobnikar joined the great crowd of exceptional people.
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 co-workers synchronized body. Meta Dobnikar
About Jure Apih and Meta Dobnikar, new names on the Golden Drum New Europe Hall of Fame 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
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
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.
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The best from Golden Drum go to The Cup To take part in the Golden Drum competition is a privilege that opens the exclusive gateway to the intercontinental selection, awarded with the INTERCONTINENTAL CREATIVE SELECTION 2011 prize. Intercontinental advertising cup (ICAC or The CUP) is a global creative tour-de-force that is filtered no less than five times by the world’s most respected juries. Only ads that were entered in one of the four participating continental advertising shows are eligible to compete in the Intercontinental advertising selection. This is the first filter. Only finalists of Asia Pacific’s ADFEST, IberoAmerican FIAP, Art Directors’ Club of Europe ADC*E and New European Golden Drum make the intercontinental creative selection. Gold awards
winners enter the competition automatically and free of charge, while all other finalists need only to pay a small service fee. ICAC is a non-profit organization. Second filter. Members of all four continental juries select 5 nominees in 38 categories, thus making a super-selection of 190 most creative ideas from four continents. Third filter. In the next stage the jury chooses categories’ champions, which are the 38 CUP winners. Fourth filter. Finally after a long and particular process, the jury decides the winners’ winner; the most creative work of the four continental festivals and their selections; the recipient of THE GRAND CUP. The 5. Cup will be held on 26th and 27th of January 2012 in Istanbul.
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Magnifico, magnificent party maker for Thursday Night His song “Giv mi mani” is one of the most popular songs in New York’ clubs. Robert Pešut, known as Magnifico, is 24/7 “just” a man who loves to enjoy life with music, but not by coincidence he makes great rock’n’roll. How do you see partnership between musicians and brands? Some performers say that with partnership you sell your soul away. If I am honest, I couldn’t live without projects with brands. It is the same as in sports. If you have big production, you can’t live just with selling your CDs. At the moment music industry is at the crossroad and we still don’t have enough tools and means to monetize our music itself. I don’t want to depend on state, I never did. Maybe it sounds pretentious, but I am more peaceful with myself if I work with brands and companies. But the company must be prepared to invest in my development that we achieve common goal together which brings benefits to them and to me. If a company wants to have a special project with me, I understand that as respect and its special relationship to my music. Bottom line that kind of partnerships enhance me that I can make a good music further on. How do you find companies for such projects? You have to have a good manager or I have Igor (Arih), you can’t do it by yourself. We are partners with Igor and he knows how to do that business. I would never work with moral not acceptable company, but otherwise I think Slovenia has more prob-
lems with less companies which have time and people to work at such projects. The vision of both partners has to be on the same track, because if we don’t have the same expectations, for sure one of us will be disappointed and I don’t want that. We try to be very open from the beginning of the partnership. Your latest project with brand was culinary show with leading retail chain in Southeastern
Europe, Mercator. How did that partnership start? They asked me if I know how to cook. I said yes, I think something I could do. I said I can cook for my band when we practice and I feel like that would mean a lot to my band that I cook for them. And Mercator was happy with the idea. I was very happy to cook for my band. I was cooking ten days ten different dishes. It was fun for everybody.
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Is there anything in music business that you don’t like? Of course there are things that you like more and other that you like less. But I don’t even think about them. I love what I do and I am prepared to do a lot to keep it. You have to think about your work all the time. Yes, of course it is not good if you are in media and on stages all the time, because people will have you enough. Everybody
do that in his or her own style. I like to be at least decent. I don’t want to be all over the place. Bad hair day is not important when you have to step on the stage. The crowd is like an opponent in football. You can’t be in a bad condition, otherwise they will beat you. It has to be special magic between you and your crowd all the time and this is the special thing that music has. You helped to build many famous musicians as trio Sestre (Slovenian representatives at Eurosong contest), Sasha The gardener, Katice etc. How you know who has bright future in music and who doesn’t? There has to be a special moment, inspiration or something else that tells you: that will be a great thing. All those musicians were good by themselves when I met them. We just shaped them, give them a new name, we write the proper song. When Sestre (name of the band in Slovenian means Sisters) came to me, they said we want to go to Eurosong and when I wrote the song for them, I didn’t expect it will be such a great hit. I believed in them, they had this special energy. I can’t rely on anything else than my sense. If I enjoy in my song, there is a potential that somebody else will like it to; but if I don’t like what I do, than there is less chance that somebody else will like it.
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About Katice: I knew those girls before. They came to my studio and my wife gave them name Katice. I wrote songs for them. I can’t imagine that I would make a musician from somebody who doesn’t know anything about music. I like to help musicians who just need a small push forward, maybe just a new jacket. At the end I have to feel rock’n’roll in the music. How do you develop you as a musical brand? I love the most if somebody comes to me with special order. With that I have aim to do something. When I do something by myself, I constantly ask myself “why I am doing that”. You know Michelangelo did all those things because somebody came and gave him an order. I want to have more fans. At the moment my music is present in 52 countries, but we can go even further. I hope next year I will have new album. But the most important thing is to enjoy what you do.
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What the future of digital world will bring? Jeannette Liendo, global marketing director at Microsoft Corporation, was the first representative of client side of advertising at 18th Golden Drum. Her lecture was about marketing 3.0: new paradigm, new Europe and new agency. What are the drivers that are changing our advertising landscape? We live every moment in digital and real world. At work, at home, on the way: we learn, party, relax, we do sports with the help of
electronic devices and we do much more. Jeannette said that the most terrible thing today is that a person refuses using the
web. “It’s like being in a glass cube, isolated from others. As if you spoke and no one listens.” Was one of her quotes. She add-
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ed that when it becomes available again, it feels as if the air becomes fresher. Introducing data from Microsoft research about digital landscape we saw how strong tools are social networks. They are stronger than instant messenger, blogs, video sites etc. The main reason for instant usage of social networks rooted
in relationships. People want to be in touch with their friends and they are eager to meet new people. Especially meeting new people and finding old friends make a snow ball effect: we want more and more. And more. It is all about feeling that we want to belong. We want to be part of series of communities that we live in from early morning until we fall asleep in front of TV or computer. But social networks are not strong in all aspects of our life: when we want to have fun, we prefer video sites, when we are looking for second opinion, our primary source of information are message boards, when we want to share knowledge and opinion, we write and read blogs. Jeannette said that the changing landscape is just adapting to our expectations. We want to be better in business, we want more information, we want to learn more, we want to share our thoughts and ideas not just to our community. We want that our voice is heart. Microsoft research focused especially in a region of New Europe shows that we expect that digital world will bring us breaking news even faster than TV. The strongest desire of using electronic devices and connecting on the web is an opportunity to learn something new and to develop new skills. For marketers there is great news coming out of the Microsoft research: more than 60% of people are using
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the web to get free coupons and money off vouchers. New Europe is the new big opportunity for social networking consumer marketers. Turkey, Poland, Ukraine and Russia are the biggest future spenders in B2B and B2C social networking markets. There is a great positive connection among companies being present in social media and consumers using social media. People who discovered brands via social networking are more inclined to think positively about those companies. Advertisers from New Europe were happy to hear that people in emerging markets are more incline to adverts than in Western Europe. “It is efficient to use advertising in emerging markets, but we can’t expect the same results in Western Europe, where people believe advertising less and less,� said Jeannette. At the end she introduced functionality of cloud computing for film Avatar. She showed how important is gathering data and interpreting them in a common sense way: we usually loose ourselves with a great amount of newer and newer data, but we most of the time we can use existing data for communication with consumers. For example production of Avatar 2 will use 61% of existing data in cloud computing tool called Gaia. So, they will save a lot of money but at the same time they will make new content and new opportunities.
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Making of: Awards Have you ever wondered how all those fabulous Golden Drum awards are created? Much sought after and representing the pride and joy of every agency or advertiser who has in the last 18 years entered works in the Golden Drum Competition are created by a renowned artist in his small art studio. Golden Drum Awards are created by a Slovenian artist, Jurij Smole, sculptor and professor at the Academy of Fine Arts and Design at the University of Ljubljana. The Idea of statue of Nike, Goddess of victory, came from Jure Apih and Meta Dobnikar, founders and creators of Golden Drum Festival. Their idea was a statue in the shape of Movie Academy Oscar that would appropriately complement the profession and its members. The making of the statue was quick as all three, Jure Apih, Meta Dobnikar and Jurij Smole, a sculptor and professor at the Academy of Fine Arts and Design at the University of Ljubljana, Slovenia, knew to recognise his concept, character and shape. Jurij has made three models of the Award and together, they choose one that was subject to further smoothing and removal of the details. In less than three weeks, Golden Drum Award was created that in her time changed her appearance very little; it stayed young. A statue is a form that combines very different conceptual, practical, ergonomic and technical demands that changed and got adapted trough time. The needs and opportunities have narrated the execution of the basic form that were, in the case of Winged Nike (with open wings), especially attractive. The statue has a clean, ergonomic and symbolic form in which it combines the basic historical idea of advertising (drumming as a form of communication). Different sizes and colours of the polished,
reflective surface express, in a sportsman spirit’s sense, create a distinction among the Awards. The divine source of Goddess Nike must me the most suitable to the archetypical materialization in a polished bronze that in combination with balanced masses of stone and walnut pedestal and empty space by the statue, properly complements the effort of the awarded author. About the artist/author
Jurij Smole is a sculptor and professor at the Academy of Fine Arts and Design at the University of Ljubljana, Slovenia. As an avid lover of content and objects from the history of art, especially from Renaissance and Modern Art era, he is strongly connected to everyday objects. He is a collector and maker of things. He has his luck that he can professionally devote himself to making of things that don’t necessarily have any purpose or meaning, but are at the same time vitally connected with an individual and his transformation. He works with stone and metal, power and forces, destruction and assembly of shards.
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MULTI Channel shortlists R - Direct campaigns Entry code
Entry title
Agency
R001G11
The TV Closedown Campaign & The Smallest Campaign
OGILVY & MATHER GMBH
R002G11
The greenest leaflet campaign in the world
AKCIÓ 360 REKLÁMÜGYNÖKSÉG KFT.
R003G11
Give 100 TL Get 125 TL Back
LEO BURNETT ISTANBUL
R008G11
Books Fresheners
VOSKHOD
R012G11
American Rom
BV MCCANN ERICKSON ROMANIA SRL
R020G11
Secrets Behind Paintings
LEO BURNETT SP. Z O.O.
Advertiser/ client
Brand name
Country
Model Makers Fair
AUSTRIA
WWF Hungary
WWF
HUNGARY
Private Pension System
Private Pension System
TURKEY
100 000 Books
RUSSIA
Kandia Dulce
ROM
ROMANIA
PZU S.A. - National Museum in Krakow
National Museum in Krakow
POLAND
S - Digital campaigns Entry code
Entry title
Agency
S010G11
Do It Yourself campaign
OGILVY PRAGUE
S022G11
Secrets Behind Paintings
LEO BURNETT SP. Z O.O.
S027G11
Rediscover Romania
S028G11
Advertiser/ client
Brand name
Country
Ford
CZECH REPUBLIC
PZU S.A. - National Museum in Krakow
National Museum in Krakow
POLAND
ILEO MARKETING INTERACTIV
Petrom SA
Petrom
ROMANIA
Lira's World Cup Story
VCCP
Nike Germany
Nike
CZECH REPUBLIC
S029G11
Vodafone Wedding
BV MCCANN ERICKSON ROMANIA SRL
Vodafone Romania
Vodafone
ROMANIA
S030G11
Vodafone Cerebel
BV MCCANN ERICKSON ROMANIA SRL
Vodafone Romania
Vodafone
ROMANIA
T - Events Entry code
Entry title
Agency
Advertiser/client
Brand name
Country
T77002G11
Give 100 TL Get 125 TL Back
LEO BURNETT - ISTANBUL
Private Pension System
Private Pension System
TURKEY
T77004G11
TBC Bank Deposits
WINDFOR'S ADVERTISING
TBC Bank
GEORGIA
T78002G11
Women For Sale
SHALMOR AVNON AMICHAY / Y&R INTERACTIVE TEL AVIV
Atzum
ISRAEL
T78003G11
Aids Task Force - The "Get Tested" Project
SHALMOR AVNON AMICHAY / Y&R INTERACTIVE TEL AVIV
Aids Task Force
ISRAEL
Audiodescription Foundation – charity helping the blind to participate in art.
POLAND
Vodafone
ROMANIA
T78004G11
Art Never Seen
DDB WARSZAWA SP. Z O.O.
Audiodescription Foundation – charity helping the blind to participate in art.
U81008G11
The Wedding
BV MCCANN ERICKSON ROMANIA SRL
Vodafone Romania
#2 /Thursday, OCTOBER 6, 2011
U - Public relations Entry code
Entry title
Agency
U81002G11
Do It Yourself campaign
U81003G11
Advertiser/client
Brand name
Country
OGILVY PRAGUE
Ford
CZECH REPUBLIC
Money Rain
VOSKHOD
Rehau
RUSSIA
U81005G11
BPG "Fake It All"
LEO BURNETT MENA
Brand Protection Group
Anti - Counterfeit
LEBANON
U81009G11
Vodafone Chivu
BV MCCANN ERICKSON ROMANIA SRL
Vodafone Romania
Vodafone
ROMANIA
U82001G11
Lucky Puck
WIKTOR LEO BURNETT
Orange Slovensko, a.s.
Orange Slovensko
SLOVAK REPUBLIC
U84001G11
Give 100 TL Get 125 TL Back
LEO BURNETT ISTANBUL
Private Pension System
Private Pension System
TURKEY
U84005G11
Art Never Seen
DDB WARSZAWA SP. Z O.O.
Audiodescription Foundation – charity helping the blind to participate in art.
Audiodescription Foundation – charity helping the blind to participate in art.
POLAND
U86001G11
Bank vs Actor. The advertisingdrama thriller with fantasy elements
R&I GROUP
SKB bank
SKB bank
RUSSIA
U86003G11
Aids Task Force - The "Get Tested" Project
SHALMOR AVNON AMICHAY / Y&R INTERACTIVE TEL AVIV
Aids Task Force
ISRAEL
U86004G11
TBC Bank Deposits
WINDFOR'S ADVERTISING
TBC Bank
GEORGIA
U86009G11
American Rom
BV MCCANN ERICKSON ROMANIA SRL
Rom
ROMANIA
Kandia Dulce
V - Innovative campaign Entry code
Entry title
Agency
Advertiser/ client
Brand name
Country
V001G11
The TV Closedown Campaign & The Smallest Campaign
OGILVY & MATHER GMBH
Reed Messe Wien
Vienna Model Makers Fair
AUSTRIA
V002G11
The greenest leaflet campaign in the world
AKCIÓ 360 REKLÁMÜGYNÖKSÉG KFT.
WWF Hungary
WWF
HUNGARY
V009G11
Books Fresheners
VOSKHOD
100 000 Books
RUSSIA
V015G11
Everyone Saves For Something
DDB BUDAPEST
McDonald's
HUNGARY
V018G11
Turkcell Tweet
RABARBA
Turkcell
TURKEY
V019G11
Secrets Behind Paintings
LEO BURNETT SP. Z O.O.
PZU S.A. - National Museum in Krakow
National Museum in Krakow
POLAND
V023G11
Got2B Prankish Photo-Booth
KIJJAA! DIGITAL MIRACLES
Schwarzkopf
Got2B Glued
RUSSIA
McDonald's Hungary
DAILY NEWS, October 2011 Published by: Golden Drum Festival, design: Pristop, d.o.o., production: Medijski partner d.o.o., editor: Anja Hren, texts: Vesna Stanić, Anja Hren, photo: Bojan Šverko, Tanja Ristič printing: Tiskarna knjigoveznica Radovljica
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Medijski partner d.d., Gosposvetska 10, 1000 Ljubljana
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