Cannes Lions Daily News 2011 issue 7 by Boutique Editions

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LIONS 2011 DAILYNEWS PUBLISHED BY BOUTIQUE EDITIONS - WWW.LIONSDAILYNEWS.COM

SATURDAY, JUNE 25, 2011

SHOOT SOUTH AFRICA LIKE THE LOCALS DO.

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in Johannesburg. But it’s their love for and inside knowledge of the city that really sets them apart from the rest. So make sure you speak to the people who speak Joburg.

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LIONS 2011 DAILYNEWS PUBLISHED BY BOUTIQUE EDITIONS - WWW.LIONSDAILYNEWS.COM

TITANIUM, INTEGRATED AND FILM CRAFT

GRAND PRIX FOR GOOD GOES TO LEO BURNETT SEE THE Person, a campaign from Leo Burnett Melbourne for the disability charity Scope, has won the Grand Prix for Good. Starting with the fact that five of the six members of the band Rudely Interrupted have disabilities, Leo Burnett turned music promoter and released a single — aptly called Close My Eyes — and music video, and organised a national tour to show who people with disabilities really are. Every download of the single raised A$5 for Scope. Music director Tov Belling was enlisted to help with the video and Radiohead donated its Paranoid Android track for use in the supporting commercial. “This commercial causes people to pause and actually think about how they perceive people with disability,” said Rob Beamish, of Leo Burnett. “We tend to see someone in a wheelchair, for example, and allow their disability to colour our perception of them as a person. And this often happens subconsciously.”^

SATURDAY, JUNE 25, 2011

Nike scores Film win with Write The Future WIEDEN + KENNEDY Amsterdam has won the 2011 Film Grand Prix for its acclaimed Nike ‘Write The Future’ spot. The three-minute film, first aired in May 2010 during the European Champions League final, brings together some of the world’s greatest players, including Cristiano Ronaldo, Didier Drogba, Wayne Rooney, Fabio Cannavaro, Franck Ribery, Cesc Fabregas and Ronaldinho. Guest cameos feature tennis legend Roger Federer, basketball superstar Kobe Bryant and Homer Simpson. It is the second successive Film GP win for W + K, which also won in 2005 with a Honda film. Nike last took the trophy in 2002. It set a record for most views of a viral video

ad in its debut week, according to analytics company Visible Measures, beating another Nike spot, Earl And Tiger, featuring golfer Tiger Woods, at the height of the furore over the golfer’s private life, which gained 6.3 million views in its first week, Write The Future 7.8 million. Directed by Alejandro Inarritu (21 Grams, Babel), the story starts when a ball drops into the path of Drogba, who seems certain to score. Celebrations commence across Africa. But Cannavaro makes a stunning overhead clearance. Other stars show how a moment on the pitch can last forever. “Every touch you have has the ability to change the course of not just those 90 minutes, but your tournament

or season,” Ronaldo said. Aspiring football stars could then use this scenario to create their own outcomes of the match or build Facebook campaigns around their own on-pitch achievements in the hope of being selected for The Chance — an elite Nike Academy football camp in partnership with the Barclays Premier League in England. “This campaign captures the scale, emotion and impact that one single moment in a game can have on a player, fan or nation,” said Davide Grasso, Nike, vice-president of global football marketing. “This was just the beginning. The next stage allowed everyone who loves football to engage and interact in an incredible way.”^

PepsiCo gets Effective AN AMBITIOUS — but relatively low-budget — campaign for PepsiCo’s Walkers crisps has won the inaugural Creative Effectiveness Grand Prix for Abbott Mead Vickers BBDO London. The brief was to overcome the perception that crisps are a snack food but not part of a lunch meal. To illustrate the message that a sandwich can be enhanced by a bag of crisps, the agency brought together boy band JLS, soccer star Frank Lampard, Formula One world

INSIDE BOX

Sandwich (Abbott Mead Vickers BBDO London)

champion Jenson Button — driving a London taxi — chef Marco Pierre White, comedian Al Murray and residents of the south-eastern English town of

Sandwich. Consumers drove the campaign with Facebook, Twitter and other online mentions of the Sandwich fiesta, drawing others to the Walkers YouTube channel. National media took up the story of fame arriving in this normally quiet town, generating over £3m worth of coverage. Walkers’ online films scored over 1.6 million views and supermarket chains were persuaded to put the crisps on sandwich shelves. In all, 1.5 million more bags of crisps were sold.^

WITH no Titanium Grand Prix given, the jury headed by Bob Scarpelli, chairman of DDB Worldwide, awarded three Titanium Lions.It awarded the Integrated Grand Prix to Droga5’s ‘Decode Jay-Z With Bing’, promoting the musician’s autobiography, which also won the Outdoor Grand Prix and a Gold in Direct. Scarpelli had set high standards for the Titanium award, declaring: “We want to recognise ideas that point the way forward. We’re looking for bold and brave work that hasn’t been done before and that carries across as many media as applicable.” Titanium and Integrated Lions did go to McCann Erickson Bucharest, which scored a spectacular double, carrying off Grands Prix in Direct and Promo & Activation — the first time Romania had won the ultimate award. Titanium and Integrated also went to another DDB office — in Stockholm — for VW’s ‘The Speed Camera Lottery’, and Wieden + Kennedy’s much-awarded Old Spice body wash campaign. The Film Craft Grand Prix was won by Droga5 New York for the Puma ‘After Hours Athlete’ spot. After Hours was developed by creative chairman David Droga, and shot by director Ringan Ledwidge. The music, Sleeping Sun, was by composer Phil Kay at Woodwork Music. Sound was designed at Elias Arts by Jay Nierenberg. ^

Bob Scarpelli

FESTIVAL NEWS P1-14 ADVERTISER OF THE YEAR P15 FILM WINNERS P17 TITANIUM AND INTEGRATED WINNERS P43 GRAND PRIX FOR GOOD P50 CREATIVE EFFECTIVENESS WINNERS P51 NEW YORK P52 BELGIUM P56 LATIN AMERICA P58 BRAZIL P60 FLORIDA P62 CANADA P66 SOUND P70

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NEWS

Four of the seven ‘brilliant Young Suits’: Heval Patel (left), Oli Goulden, Philip Wang and Pablo Endler PUBLISHER

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Ogilvy’s Young Suits groomed for success THE YOUNG Suits initiative launched by David Mayo, president of Ogilvy & Mather Advertising, Asia Pacific, challenged 22 shortlisted accounts-services executives under the age of 28 from across Latin America and Asia Pacific to write an essay explaining why they would like to come to the Lions, and what they would hope to get out of the experience. “Then we chose 10 out of those 22, and they were asked to make a three-minute live video presentation on the theme, ‘How I would take Ogilvy to Cannes and Cannes to Ogilvy’,” Mayo said. “Then we chose the best seven — and they are here in Cannes this week.” The lucky seven — Oli Goulden

from Shanghai, Pablo Endler from Argentina, Luiza Carvalho from Brazil, JiaMei Tay from Singapore, Aei Nitchanun Attanon from Thailand, Heval Patel from Mumbai and Philip Wang from Beijing — all regard themselves as being in the midst of a radical transformation of their role.“Quite apart from the fact that no one really wears suits any more, account management is a much broader and more challenging job now than it was a few years ago,” Goulden said.Wednesday’s Ogilvy & Mather master class, What It Takes To Be A Brilliant Suit, was judged a resounding success, with Festival chairman Terry Savage saying the idea would be repeated next year.^

DANNY CHOO, representative director of Mirai, pop-culture evangelist and alpha blogger, discusses trends in anime and its implications for creativity at Dentsu’s Asian Diversity seminar, Shapes To Come — Why Anime Inspires The World. It was the world that “discovered” Japanese animation, said Akira Kagami, global executive creative advisor of Dentsu. “Japanese animation originally catered to a finely tuned domestic market, but it somehow came to be accepted in many cultures across Asia — and now even beyond to western cultures.”

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SATURDAY, JUNE 25,2011

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NEWS

Facebook’s Carolyn Everson

History-making prize confirms China’s rise BY WINNING the first-ever Grand Prix Lion for mainland China, JWT Shanghai has confirmed that Chinese creatives are becoming as excellent at coming up with great ideas as they are at executing them, said Yang Yeo, JWT Shanghai’s chief creative officer. JWT Shanghai nabbed the coveted Grand Prix Lion for Press this year for Samsonite Cosmolite suitcase’s Heaven and Hell print ad. Consequently, it made history at the Festival as well as in China’s advertising sector. “I am thrilled and proud of the entire team because they all put in so much effort,” Yeo

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added. He admitted that China’s advertising creativity is still emerging from the shadows of political upheavals during the last thirty to forty years. “We’re still playing catch-up. But what we achieved at Cannes Lions is similar to Li Na’s victory at tennis’ French Open tournament and, hopefully, there is more to come.” He explained that because China opened its doors to the open international market recently, there are other priorities. “We’re in a hurry to get rich and famous and that’s getting in the way of cultural achievements. Once we put roofs over

people’s heads, we can focus on the cultural aspects even more.” Elvis Chau, JWT Shanghai’s executive creative director, said that the standard of China’s creative skills has soared since he picked up a Gold Lion for an Adidas campaign in 2000. “We’re also learning how to express ourselves more effectively in the Lions entries we submit,” added Sheung Yan Lo, JWT China’s chairman and Northeast Asia’s executive creative director. “We shall be sharing this Grand Prix experience with both our international and local clients.”^

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PORTER NORVELLI is claiming a double in Commetric’s Cannes Connexions count of the top tweeters from the Festival. Danny Devriendt, executive vicepresident and social media strategist, EMEA, in the digital communications group, has topped the poll, with Marta Majewska, vice-president, digital, and a social media strategist, close behind. It comes as no surprise to Drew Tybus, Porter Novelli’s brand marketing chief. “We like to get as many of our folks as we can to the Festival, but we can’t send everyone,” he said. “So Danny and Marta have been tweeting from every session they attend to provide our folks around the

Danny Devriendt and Marta Majewska

world with a snapshot of what’s going on here.” Devriendt, who calculated he had sent more than 400 tweets as of yesterday, attributed his fast fingerwork to his previous role as a journalist. Majewska said: “I had been blogging a long time before Twitter arrived, but tweets are easier to send out from live events in real time.” Both agreed on the best seminar speaker — Robert Redford. “It was amazing that a man his age is able to teach young kids,” Devriendt said. “At every single session I heard captains of industry coming back to the same points he made.” Majewska said: “I am a huge fan anyway. Everything he said was so inspirational and I didn’t really expect that.”^

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NEWS

Tablets arguably the ‘most powerful and impactful device’ NEW MEDIA, new tools and the impact of hard economic times on creativity were among the topics tackled by two of the world’s most powerful contentmakers at this year’s Cannes Debate. Sir Martin Sorrell acted as moderator in the lively discussion between Jeffrey Katzenberg, CEO, co-founder and director of DreamWorks, and James Murdoch, deputy chief operating officer, chairman and CEO of international at News Corporation. Katzenberg and Murdoch agreed that the power of iPads and other tablets would have profound repercussions for the future of creativity, education and entertainment. Murdoch said that tablet devices were creating a revolution in storytelling, adding that the synchronisation of tablets would be the next big challenge on the creative technology front. Katzenberg called the tablet “arguably the most powerful and impactful device” that had been created in his lifetime.

Jeffrey Katzenberg

Both Murdoch and Katzenberg agreed that the potential for tablets in engaging children in creativity and furthering education was revolutionary. The DreamWorks chief said he thought the iPad should have been called the mePad. “Every one of those tablets is a reflection of who you are,” he added. “I can tell so much about you just by looking at all the things on your tablet.” Both Katzenberg and Murdoch admitted that the climate of fear regarding the economy was affecting creativity. Murdoch said: “We have to combat fear. There has to be some confidence in the ability to take risks.” Katzenberg agreed that originality and creativity required risk, but said that it was a delicate balance. “When you find that balance, the results can be spectacular,” he said. However, in Hollywood today, “things are really out of balance”, he added. “Hollywood is producing arguably the worst product in a decade.” ^

James Murdoch

Love, loss and poetry: Patti Smith unplugged FOR PATTI Smith, it all comes down to love. The legendary poet, singer, author, songwriter and cultural icon told the rapt audience at yesterday’s Grey Music Legends seminar that she never felt any sense of division between herself and the musicians she loved. “I always felt an intense kinship with what they were doing,” she said. “And when I’m performing, I give my all, just as I do as a fan — because I love people.” Introducing Smith, Tim Mellors, global creative director and vice-chairman of Grey Group, recommended that everyone in the audience read her book, Just Kids. “It’s one of the best books about music and about life that I’ve ever read,” he said. Asking where she had found the motivation to write the book, Smith said: “So many gifted people around me didn’t survive. I felt like I was Ishmael in Moby Dick, the survivor who had to tell the tale. Why it fell to me, I don’t know, but it’s very important to keep these people alive.” Smith’s blend of poetry and rock ‘n’ roll was inspired by the long history of poetry, dating from biblical figures King Solomon and King David through William Blake to Jack Kerouac, Bob Dylan, Leonard Cohen and Jim Morrison. “Jim was shamanistic, a true poet who gave us the highest poetic language,” she said. “It’s almost as if he were branded as someone who gave everything to the audience. But also, because he was so unafraid of them, he allowed himself to be devoured by the crowd.”

Patti Smith performs at the end of yesterday’s Grey Music Legends seminar

Smith regularly bumped into Jimi Hendrix in late Sixties’ New York. “The thing about Jimi was that he was extremely shy, to the point that when he recorded his vocals in the studio, he had the windows in the vocal booth blacked out,” she revealed. “And I know he would be horrified by the culture of the modern world, with its social networks and cell phones. When he ate in restaurants, he always

did so wearing a big hat with his head down, so people couldn’t see him.” Asked by Mellors why she chose the difficult medium of poetry, Smith said: “Poetry is so embedded with so many levels of meaning and it can be utterly sublime,” she said. “But I knew it was a bit dead, which is why I knew I had to add the sounds of a band to make it come alive.”^

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SATURDAY, JUNE 25,2011

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NEWS

Contagious panel says small can be bountiful IF YOU want to make it big in creative innovation, think small. That was the advice from the trio of speakers participating in The Five Per Cent Club, sponsored by Publicis and Contagious yesterday. Paul Kemp-Robertson, editorial director and co-founder of Contagious Communications, began with the problem: in today’s media world “things shift so quickly that learning is becoming outdated”. But the solution was found in 1943, he said, when Lockheed Martin tackled the problem that Germain aircraft were technically superior to the Allies’ by setting up the Skunk Works, a small unit of technicians and designers. They came up with the XP80 jet fighter within 43 days. Jess Greenwood, director of Contagious Insider, also pointed to today’s mobile phone market, where the convention was to release four or five new models a year, Samsung came along and said, ‘We’re putting out hundreds, and the ones

that survive we’re going to develop.’ It’s like kissing hundreds of frogs to see which ones turn into princes.” Kemp-Robertson suggested a 5% Club. Agencies or brands should put 5% — or whatever feels right — of their media budget or profits into setting up small units of creatives and tech experts. Olivier Altmann, worldwide chief creative officer at Publicis, said that process was used by Publicis London for relaunching the Renault Megane. The team came up with the award-winning fake documentary that set out to prove Megane-owning communities had higher fertility rates, by comparing the Lancashire town of Gisburn with Menton in the south of France. Greenwood added that Procter & Gamble had the Clay Street Project, a small building furnished with plants and sofas, where creatives were sent for three months. “Every team that went there has had its eureka moment.”^

Jess Greenwood

Olivier Altmann

Paul Kemp-Robertson

Tears all round as Philippines two are top Young Marketers

Smiles and tears from Gold winners Justine Ferrer, left, and Angeline Go

THE PHILIPPINES team of Justine Ferrer and Angeline Go has won the Young Marketers competition with a brief that the judges admitted moved them to tears. Silver went to the Belarus duo of Alena Koleson and Darya Borovskaya, and Bronze to Brazil’s Andre Sabo and Joanna Moura.The challenge was to invent a fund-raising product and recipient charity that were related to the actual employer of the competitors. One of the judges, Rachel Hatton of Ogilvy UK, congratulated all 18 competing teams. “We have had a brilliant, inspiring day and the quality of the briefs was absolutely superb,” she said. “One of the great things we have seen is the incredible breadth of goals you have been trying to achieve. We have had climate change, poverty and trying to avoid conflict.” The products were also “really imaginative” and she added: “You really thought hard how

Nestle’s food for thought WHEN Maurice Levy, Publicis Groupe’s chairman and CEO, disclosed he eats hundreds of grams of chocolate daily, Paul Bulcke retorted: “Maurice, that’s not good.” The light-hearted comment from Bulcke, CEO of food-and-beverage giant and global advertiser Nestle, during the Maurice Levy Speaks To… interview underlined a serious message behind Nestle’s SATURDAY, JUNE 25,2011

marketing strategy. “The Chinese say that the best medicine is food,” Bulcke said. “There are many positive elements in chocolate, it’s a matter of getting the right balance. We can use research and development to produce ice cream with half the fat and one-third of the calories, and in proportionate sizes.” The benefits of a good diet should be emphasised more

Maurice Levy , left, interviews Paul Bulcke

Silver for Belarus’ Alena Koleson, left, and Darya Borovskaya

these products would engage with the consumer.” The Brazilian entry, targeted at the real-life food company Sadia, was a soup branded A Warm Hug, with funds going to the charity A Plate Of Soup, its aim being to alleviate hunger in Brazil. The brief was “simple, warm and emotionally rich”, Hatton said. Announcing the Silver award, David Gallagher of Ketchum said the quality of all entries was remarkable. “We asked ourselves how come these things had not been done before. On top of that the briefs you came up with were clear, concise and inspiring.” The Belarus team works for Heineken and came up with a “very elegant” juice called Goodberry which would help fund Wetlands International, seeking to protect and restore endangered wetlands. Eric Einhorn, of McCann Worldgroup, said there had never been any doubt about which

Bronze for Brazil’s Andre Sabo and Joanna Moura

brief would win. We were 100% unanimous. There was a lot of debate about the next 10 but there was no debate about number one. When he announced the victory for the Philippines, the team members burst into tears and he said: “You’re crying now but when we looked at your brief we were crying.” A distinctive feature was that the real-life company producing the product was located in the very area where help was needed. Ferrer explained that she and Go work for Del Monte and proposed a juice called Shot For Peace, which would be produced by three communities — Muslims, Catholics and indigenous people — on Mindanao who had been warring for 1,000 years. “Our pineapple plantation is on Mindanao so we know about the conflict,” she said. Is Del Monte likely to take up the idea? “We hope so,” she said. ^

in children’s education, he argued. The company believes food and beverages should comprise three qualities: pleasure (as in taste), choice and balance. The marketing strategy of Nestle, which sells 1.2 billion products daily worldwide from its 6,000 brands, is part of the overall nutrition education the company delivers in both its local and global markets, Bulcke continued. ^

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NEWS

Taking the male out of female campaigns

Tiffany Rolfe

IT’S OK to laugh at women, but it’s not OK for men to make them look stupid, Tiffany Rolfe, Crispin Porter + Bogusky’s (CP+B) vice-president and executive creative director, told a packed Debussy auditorium on Thursday. In a male-dominated advertisting industry, too many campaigns for products such as tampons resort to maleskewed humour and stereotype, Rolfe said, speaking at the MDC Partners & Crispin Porter + Bugusky’s Five For Five seminar. She pointed out that, in pop culture, films and advertising work, there are “not a lot of real

women being funny” — which is hardly representative of the number of funny women in real life. “Why are tampon ads so ridiculous,” she then asked delegates, observing satirically that she always felt like dancing in tight white lycra during her period. To reinforce her point, she screened U By Kotex, a film which parodies the traditional sugar-sweet ads for femininehygiene products. Delegates were also reminded that Gutenberg, inventor of the printing press, died a poor man because culture had not caught up with his invention. “We are at another one of those crossroads,” said Jeff Benjamin, CP+B’s partner and chief creative officer. He added that advertisers and brands need to be inventors, coming up with new ways to use platforms to tell their stories. Also speaking at the Five For Five seminar were CP+B’s chairman Chuck Porter, partner/CEO Andrew Keller and partner/ worldwide chief creative officer Rob Reilly.^

It’s time to stop keeping good women down

Sylvia Ann Hewlett

WOMEN make up 34% of upper-middle management — but women at the top are rare, economist and founding president of the Center For WorkLife Policy, Sylvia Ann Hewlett, told a breakfast meeting held by Interpublic Group and IPG Women’s Leadership Network on Wednesday. The event — Conversations On Women In The Advertising, Marketing And Media Industry — looked at the spectrum of companies and

countries making efforts to help women break through the glass ceiling, included an interview with the US business magnate and media personality Martha Stewart. Hewlett’s research has found that sponsorship, more than mentoring, is the most likely way to move to top executive levels. Of the large companies that run sponsorship programmes, men are 46% more likely to be sponsored. Wendy Clark, senior vice-president of integrated marketing, communications and capabilities at The Coca-Cola Company, said Coca-Cola has made it a top priority to get more women into senior-management positions. Lynn de Souza, chairman and CEO of Lintas Media Group, observed that, in India, most of the women business leaders and politicians are single, divorced or widowed. “Women are either inferior or they are very superior and are goddesses and worshipped,” she said.^

Jim Farley: “The paradigm has changed”

People not platforms are powering the revolution THE SOCIAL-media revolution is a myth, said Jim Farley, group vice-president of global marketing, sales and service for the Ford Motor Company, at yesterday’s seminar, When To Let Go Of The Brand. “It’s not about platforms, it’s about how people have changed,” he said. “It’s about the fact that customers are now in a completely different space and they won’t be going back. The paradigm has changed and people now own a stake in brands. They ought to be considered partners in creativity.” Farley and WPP’s answer to this

new consumer empowerment was the Drive One campaign. Farley said: “Just after I arrived at Ford in 2007, the economic crash kicked in. Ironically, we found an opportunity in the situation. Ford had been regarded as an institution and part of US history, but people weren’t interested in buying our cars. Then, when we said we didn’t want to be bailed out, people started to root for us and we knew that, if we played it right, the brand would be refreshed.” He added: “We needed a new voice and we chose to go with our employees and customers,

which harked back to the democratising power of technology that Ford had been founded on. The Drive One campaign used customers that we literally pulled off the street, and it played very well with consumers.” Farley admitted that, as a client, he had felt somewhat left out when he heard tales of the Lions from his agency WPP. “It always seemed like a very secret thing,” he said. “But now that I’m here, I totally get why you come here. To see the advertising industry celebrating great work is fantastic.”^

BMW drives into new territory THE LAUNCH of its first electric car is a truly pioneering move for BMW, said Mick McCabe, chief strategy officer for kirshenbaum bond senecal + partners (kbs+p), at Thursday’s seminar Collective Engineering: A Glimpse Into The Future Of Mobility And Marketing. Working with consumers to create the best possible product, BMW’s electric car was the product of an experiment in collective engineering. It was also an experiment in marketing at the intersection of mobile, technology, content and social consciousness. “We wanted the electronauts [who would buy the car] to help us engineer it,” McCabe said, adding that part of kbs+p’s brief was to address the anxieties that people have regarding electric

Trudy Hardy: giving the agency “a clean sheet of paper”

cars, such as running out of battery power. “We wanted to create a much larger conversation,” added Ed Brojerdi, chief creative technologist for kbs+p. Trudy Hardy, manager of BMW marketing, communications

and consumer events, said the electric car “was another opportunity to give an agency a clean sheet of paper”, referring to the 2002 launch of the Mini, in which BMW also broke ground with its advertising campaign. ^ SATURDAY, JUNE 25,2011

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NEWS

Mountains are great levellers After the Fireflies’ safe arrival in Cannes, Brad Avery, managing partner of Batch Film, New Zealand, reviews the final three days and overall result of the epic ride

DAY 6 AFTER so many days riding through the Alps in dubious weather, it was hard to believe the buzz of energy at breakfast as we prepared to tackle the infamous Mont Ventoux. It took us about 45 minutes to ride from Carpentras to Bedoin at the base of the mountain. Bedoin is at 305 metres and 22km up, at 1,909 metres, is the top of Mont Ventoux. The weather was ideal — warm but not hot and, most important, very little wind. The key to climbing this mountain is to get there early and get to the top before the wind kicks in. From afar the mountain looks like it has snow on top. The trees on top were cut for shipbuilders in Toulon and, once the trees were gone, the topsoil was blown away exposing the limestone underneath. It is like riding on the moon. Tommy Simpson, the famous English cyclist, died here

Ivor and companions head up Ventoux

SATURDAY, JUNE 25,2011

in 1967 in the Tour de France. Ivor, our oldest rider at 65, was here that summer, so this a reminder of that sad day, and realisation of his dream to climb the mountain on a bicycle. The previous day I won the basket and had it attached to my bike for the day. The basket is an award for the most aggressive/fastest rider. While the ride is not a race, there are days when you feel good and you push yourself. Once the basket is attached to your bike, you must fill it up with something, preferably goodies or food to share with fellow riders throughout the day. There was a market on in Bedoin, so I filled the basket with strawberries and a small bottle of champagne, plus I purchased an appropriate sunhat for the climb. My idea was to be the last rider to start climbing and pass out strawberries along the way and pop the champagne open on

Celebrating arrival at the summit

Ivor’s arrival at the top. My choice of food was a hit. As Ivor neared the top a swarm of Fireflies rode down to meet him and accompanied him over the line. I managed to pop the cork of the champagne at just the right time, spraying Ivor and the others. Ivor had achieved the dream of a lifetime and he said he could not have done it with a better group of people.

DAY 7 AS A CONTRAST to yesterday, the Fireflies were not buzzing at breakfast, in fact we were all feeling pretty tired and flat after our big day on Mont Ventoux. It’s funny how we all seem to feed off of each other’s energy levels. On the road it did not get much better. Instead of mountains we had a lot of little hills, and as the day progressed the heat increased. The countryside went from lavender fields to dry and then almost African-like, with bugs screeching in the trees. Julian described the road as riding through treacle. I think we were just tired and our legs were revolting. On the positive side, we were riding well as a group and the last few kilometres found a majority of the riders forming a large peloton and taking a turn at the front. As we neared the coast, the smell of the sea hit us, and the pace increased. With the sea in view, the end of the ride was near.

Mixed emotions as the Fireflies reach the Palais

A chance to stretch weary legs

DAY 8 THE LAST day was anything but arduous since all we had to do was spin along the coastline to Cannes. We all took in the views and reflected on the past week. This was my seventh year of riding and I can honestly say not one ride has been the same in terms of weather, fitness levels, etc. But what has been the same is the spirit. Everyone bonds and gets closer. As the ride progresses you help a fellow rider get up a mountain or

someone helps you along the way. We all have the same goal, and that is to make it from Evian to Cannes. In an industry full of hierarchy, all of that is forgotten in the mountains, and all you want to do is see everyone get through the day safe and sound. The ride down the Croisette signals the end of another year, but the memories will remain. To date The Fireflies Ride has raised well over £1m for the Hammersmith Hospital in London. ^

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NEWS

A-listers, artists and top execs help Yahoo! tell a â&#x20AC;&#x2DC;great storyâ&#x20AC;&#x2122;

Patrizio Spagnoletto

YAHOO! is in Cannes with its largest and most global delegation yet, reflecting the importance that the internet giant attaches to delivering its â&#x20AC;&#x153;message, creativity and digital canvass to the worldâ&#x20AC;&#x2122;s top advertisers, agencies and creativesâ&#x20AC;?, said Patrizio Spagnoletto, vicepresident of B2B marketing for the Americas. â&#x20AC;&#x153;The Festival is a great platform for us,â&#x20AC;? Spagnoletto added. â&#x20AC;&#x153;Thereâ&#x20AC;&#x2122;s no other place where you can spend quality time with your agencies and clients. Thereâ&#x20AC;&#x2122;s nothing like it

Painting the town: graffiti artists at work at the Yahoo! stand

for building relationships.â&#x20AC;? The message that Yahoo! is spreading via its 70 or so executives, its eye-catching â&#x20AC;&#x2DC;Creative Canvasâ&#x20AC;&#x2122; stand, which has been repainted by artists Poesia and Samuel Rodriguez every day of the Festival, and its much-talked-about seminar on Tuesday featuring Robert Redford and Ben Silverman, is that it is â&#x20AC;&#x153;the premier digital-media platform and that no other company offers a digital canvass that can compareâ&#x20AC;?, Spagnoletto said. â&#x20AC;&#x153;We want the market to know that we have

content, leadership and a great story to tell.â&#x20AC;? Then there is what Spagnoletto refers to as â&#x20AC;&#x153;good old-fashioned ROIâ&#x20AC;? in terms of the revenue that is driven out of Yahoo!â&#x20AC;&#x2122;s presence at the Festival. â&#x20AC;&#x153;Again, itâ&#x20AC;&#x2122;s not the revenue that is generated during the week thatâ&#x20AC;&#x2122;s important, but the revenues that evolve out of conversations that start down here in Cannes.â&#x20AC;? He added: â&#x20AC;&#x153;Cannes for us is a global event and we feel lucky to be here. Itâ&#x20AC;&#x2122;s like Disneyland for adults.â&#x20AC;? ^

Night Fishing reels in accolades NIGHT Fishing, Park Chanwookâ&#x20AC;&#x2122;s new film and the first to be shot entirely on an iPhone for theatrical release, made its Cannes debut last night at the invitation of Innocean. The movie, which took the prestigious Golden Bear Award for best short film at the Berlin International Film Festival in February, reflects the Korean directorâ&#x20AC;&#x2122;s passion for new challenges. â&#x20AC;&#x153;This project was interesting to me because it was a short format, which I hadnâ&#x20AC;&#x2122;t done in a while, it had an innovative story, it was shot on an iPhone and it is to be released in cinemas,â&#x20AC;? Park said. Informed by Koreaâ&#x20AC;&#x2122;s shamanistic traditions, Night Fishing is the multi-layered sto-

Park Chan-wook: â&#x20AC;&#x153;a metaphor for lifeâ&#x20AC;?

ry of a simple man who is forced to confront his life and death when he â&#x20AC;&#x2DC;catchesâ&#x20AC;&#x2122; the body of a woman on his fishing line. Park said the title is Paranmanjang in Korean, which means â&#x20AC;&#x2DC;ups and downsâ&#x20AC;&#x2122;. â&#x20AC;&#x153;Itâ&#x20AC;&#x2122;s a metaphor for life,â&#x20AC;? added Park, who collaborated on the film with his media-artist broth-

er, Park Chan-kyong. â&#x20AC;&#x153;We also experienced various ups and downs during the course of the shoot. The script was revised many times and we experienced a number of challenges.â&#x20AC;? Night Fishing may have been shot on a small camera, but it was by no means a small-scale production. In addition to professional actors and crew members, â&#x20AC;&#x153;the scale of the lighting and production werenâ&#x20AC;&#x2122;t so different from a regular movieâ&#x20AC;?. Park said. He added: â&#x20AC;&#x153;I believe storytelling and performance are what make for a great moving-going experience. I am very satisfied with the movieâ&#x20AC;&#x2122;s quality and I am certain that anyone could enjoy this film.â&#x20AC;? ^ SATURDAY, JUNE 25,2011

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12 12

NEWS

Terra tunes up for expansion Kaufman’s Big Book beyond Latin America base entry is bound to TERRA Networks, which began life as a Brazilian web portal, is expanding rapidly across Latin America and beyond, and across platforms. And the Festival has played a key role in that growth, according to Alexandre Cardoso, the company’s Latin America and US marketing director. “We already reach 70 million people every month with our portal,’” he said. That number is about to grow with expansion of its music and video platforms. Sonora, the music channel, has spread across Latin American and is about to take on the likes of iTunes and Spotify by moving into the US and, later, Europe. The channel, which offers several models ranging from an ad-supported

Alexandre Cardoso

free 20 hours a month of streaming to subscription-based streaming plus downloads, already has 450,000 subscribers and an audience of five million. Terra TV offers free streaming of hit shows such as Lost, Glee

and 24 Hours, and has just opened an online rental store for recent movies, and is taking its offer across the region. It webcast live all events from the Beijing Olympics and the Vancouver Winter Olympics. “People in Latin America didn’t realise there was a Winter Olympics before, because it was not broadcast there,” Cardoso said. Terra TV will have 15 channels showing the 2012 Games from London in HD.Both services are available on computers, TVs, tablets and mobile phones. “We have been coming to the Festival for eight years, meeting agencies and advertisers, and that has played an important role in our growth,” Cardoso said.^

Facebook? It’s not futuristic but prehistoric, Joshi says INTERACTIVITY and social networking are not new but as old as mankind, according to Prasoon Joshi, executive chairman of McCann Worldgroup India, who is Cannes but taking a rare break from Festival jury duty. “If you look at tribal culture, it does not have an active performer and passive listener. In a tribal culture, if somebody dances he takes two or three people with him, it is a collective celebration. It is something very basic to human nature to act collaboratively. “Art was initially for the collective good of society. It was only later we had an individ-

SATURDAY, JUNE 25,2011

Prasoon Joshi

ual performer who said ‘I am superior’. Interactive is very natural to human rhythm. I don’t see people connecting to Facebook as something new. We all used to have our small tribes.” He said television was a factor in creating a culture of passivity. India, a cradle of human civilisation, is about to see a return to interactivity, Joshi said. “The problem is the infrastructure, it is a country which does not have enough electricity. But we have mobile connectivity, which I think will define our communication. The interactive future will come from mobile.”^

succeed in Cannes BENJAMIN Kaufman, one of the 11 winners of the Big Book photographic challenge, said his entry, The Exuberant Elder, came out of a monthly contest held by 7Films South Africa. “I’m part of a mentoring programme at 7Films and each month four of us — three directors and one producer, myself — take part. This month the assignment was to take a photo in a supermarket, an environment that can pose a challenge because of a lot of things, including the fluorescent lights. “This gentleman seemed so full of life and his face told a thousand stories, so he was a logical choice.” The 23-year-old is originally from Zimbabwe but lives in South Africa. “South

Benjamin Kaufman

Africa has a cultural history and background that you can’t get in other countries but there is also a lot of freedom to do what you want to do,” Kaufman said. It’s a perfect environment for a young creative.”^

The companies that created The Big Book, The Brand Union Worldwide and Lambie-Nairn, held a celebratory cocktail party. Simon Bolton, left, worldwide CEO of The Brand Union, and Christian Schroeder, CEO of Lambie-Nairn, were able to toast the project’s success.

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NEWS

Another golden year After a great 2010 when Argentina was stacking up the advertising awards, things began to look uncertain. However, as this year’s Cannes results show, 2011 is another success story. Aixa Rocca and Valentina Vescovi of SA Journalists report

A winner: Del Campo Nazca Saatchi & Saatchi’s Andes’ Teletransporter

NYONE who takes a look at the results of recent research carried out by the Argentine Chamber of Media Agencies (CAAM) would not hesitate to say that 2010 was a golden year for Argentine advertising. Ad spend broke the records of the last decade, reaching $3bn and showing a 40% growth over 2009. Even if these numbers place Argentina only third in Latin America, after Brazil (the undisputable leader) and Mexico, one wouldn’t dream of saying Mexicans are better than Argentineans at advertising. So even if the Mexican market is bigger, Argentina still has the lead in terms of creativity. And this has been noticeable for a while now. Before the big news about Vegaolmosponce (now Ponce Buenos Aires) winning the integrated GP at Cannes 2007 had gone cold, last year another Argentine agency surprised everyone by taking home the Ambient Grand Prix: Del Campo Nazca Saatchi & Saatchi, for Andes’ Teletransporter. This is, by the way, the same agency that

Advertising Age just named International Agency of the Year. Still, in order to make an in-depth analysis of the state of the advertising industry in Argentina, it is necessary to pause to think in broader terms. The analysis wouldn’t feel complete unless the local scenario was fully considered. It has become undeniable that the industry’s activity is being systematically affected by the existing conflict between the current government and the most powerful media holding in Argentina: Grupo Clarín. The media law proposed by Cristina Kirschner’s government at the end of 2009 established that communications companies or groups must not own more than one cable signal, or must combine cable signals and broadcast TV signals. The law was designed to weaken the immense power of monopolist communications groups, especially Grupo Clarín. Since the law came into force last year, the media landscape has changed, and there has been increasing discomfort among advertisers and media agencies, which are still getting used to the new regulations.

came into force so quickly, even in an industry we felt we knew so well. Or maybe it’s all those things together. But the truth is that we are like that monkey in that old and famous billboard who said: ‘When I had all the answers, they changed all the questions.’ ” Carlos Perez, president of BBDO Argentina and of Círculo de Creativos Argentinos (the entity that gathers all ad practitioners in Argentina), agrees: “The new media law, which has been a direct consequence of the confrontation between the government and Grupo Clarín, has had an important and significant impact on advertising activity in Argentina. The reduction of ad minutes has led to a dramatic increase in ad rates. “Many advertisers have had to reduce their presence on TV, and many others had no choice but to disappear from it altogether. And many marketers who used to focus their ad-spend strategy on cable TV had to change it

In fact, 30% of the total adspend growth in 2010 reflected rates inflation, leaving actual growth at 10-12%. The media law directly influenced the rate rises: TV channels used to have 12 minutes of advertising per hour, and now, due to the media law, broadcast TV has eight minutes, cable TV only six. As a result, rates are 50% higher for broadcast TV and 80% for cable. Alejandro Terzi, president of Ignis Argentina and of CAAM, says: “This new law not only modifies the media landscape in Argentina, but it also affects the way of operating within the advertising business, by affecting all marketers and agencies. For the first time in our history, we feel that more of our resources are destined to go to lawyers than to advertising experts. This probably derives from our lack of experience, since our industry had never needed to learn how to be PABLO politically strategic, as, for DEL CAMPO example, the energy CEO, Del Campo industry had to. “Maybe it Nazca Saatchi & Saatchi: is because such profound Argentina’s most-awarded legal changes had never creative been made before, and we are feeling lost because they have

entirely. Now, as a consequence, we have advertisers who are worried about the length of their spots.” Amid all this, the Argentine advertising industry is going through a great transformation, not just because of all the work involved in adjusting the system of payment to agencies and how to make activity profitable, but also because of the new media legislation. Even if the industry’s concern over being caught in the fight between two giants is legitimate and reasonable, the opportunity arises in facing this new obstacle for the industry to decide how it is to catch up with the world of the web. Or better yet, the plethora of new communication platforms, with all they have to offer. True, in 2010 ad spend growth on the internet beat that of all the other media. According to the IAB, local online ad spend for last year reached $132m, 49.5% more than in 2009. But local digital experts still complain, claiming that there is a remarkable lack of effort to give digital the room it deserves. Nonetheless, it is also true that 2010-11 was the first year in which not just one or two isolated agencies, but many of them really put themselves out there by creating techie and interesting marketing cases that used the web — especially social networks — as a pillar of their entire strategy. Among these are BBDO Argentina and +Castro’s Inter-twitter Challenge for Nike; Madre and Sinus’s Live Tweet for Mama Lucchetti; Publiquest’s Tron Paranoid for Disney; Santo’s Diesel Island; TBWA Argentina’s Km 67.5 for Personal Nokia N8; and Nerd Interactive’s Week of May 1810 on Facebook. “It may be too soon to talk about an explosion of social networks in our country,” Perez says, “but one thing is definitely true: Argentineans have a natural predisposition for social networking. That we are one of the countries with most growth and proportionally are most present on Facebook, or in the reading of digital newspapers, are only two examples of something that will never find an explanation, or, if it finds one, it will be in the very core of this society’s idiosyncrasy.” ^ SATURDAY, JUNE 25,2011

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NEWS

A world of creativity: IKEA ads in Australia, Brooklyn, New York, Frankfurt and Kobe, Japan

IKEA: At home with creativity The Cannes Lions Advertiser Of The Year is also prominent in the list of 2011 Lions winners. Noel Wijsmans, global retail manager and vice-president of IKEA Group, explains how to build a brand

KEA has been named

the 2011 Cannes Lions Advertiser Of The Year, which is presented to advertisers that have inspired, embraced and encouraged innovative marketing. The Swedish homefurnishings giant has received 50 Lions over the years — including several this week — an achievement that Noel Wijsmans, global retail manager and vice-president of IKEA Group, attributed to “a very strong brand, based on a unique concept that is as relevant today as it was 60 years ago”. “In our external advertising we strive to communicate the essence of our brand over and over again in a relevant attractive way. We are very proud of the recognition we receive, which confirms we have solid marketing and communication competence.

This award will stimulate us to do even better in the future.” He added that IKEA’s business philosophy — to offer welldesigned and functional home-furnishing products at affordable prices — and brand values inform every area of the company. “Our vision to create a better everyday life for the many, our business idea and our brand values are the keys to our success. In our external advertising we strive to communicate the essence of our brand over and over again in a relevant attractive way.” Wijsmans said. “Our philosophy is to connect with people's needs and dreams, showing them how, through our offer, they can achieve a better everyday life at home. “We have our vision, our business idea and our brand values as the foundation for

everything that we do. Our philosophy is to connect with people's needs and dreams showing how through our offer they can achieve a better everyday life at home.” IKEA continuously tracks and analyses its customers’ behaviour in order to plan the most effective and efficient communication strategies, Wijsman explained. “Our approach to media planning is to be as global as possible and as local as necessary. We want to take advantage of having a global brand but without losing the local accent.” IKEA has an acute sense of how much of the imagemaking process needs to be left to the professionals and how much the company needs to do. “We are very involved when it comes to showing inspiring, functional and affordable home-furnising solutions for our different

markets (in print, web, etc), since this is the core of our offer. We know what we want, but leave it to our creative and production agencies to come up with good ideas.” Wijsmans said IKEA takes every opportunity to learn more about its business partners: “In that respect, the Cannes experience is always stimulating and energising, and a positive impetus to continue to work with passion in developing IKEA into the future.”

an enviable willingness to allow its agencies to truly flex their creative muscles. We congratulate both IKEA and its many agencies across many countries on this welldeserved honour." IKEA, the world's largest furniture retailer, specialising in stylish but inexpensive Scandinavian-designed furniture, was founded in 1943 by 17-year-old Ingvar Kamprad in Sweden. The company’s name is an acronym comprising the initials of the founder, the farm where he grew up (Elmtaryd) and his home parish (Agunnaryd, in Smaeland, south Sweden). Today there are 284 stores in 26 countries, with more than 600 million visitors a year. More than 127,000 people work for the IKEA group.^

NOEL WIJSMANS

Phil Thomas, the Festival CEO, said: "IKEA's approach to its marketing and communications, with its decentralised structure and strong relationships with many different kinds of agencies, has been hugely successful over many years. The company's superb track record at Cannes reveals a clarity of vision and SATURDAY, JUNE 25,2011

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FILM WINNERS

GRAND PRIX WINNER WRITE THE FUTURE NIKE WIEDEN+KENNEDY AMSTERDAM THE NETHERLANDS

SATURDAY, JUNE 25,2011

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FILM WINNERS 19 Grand Prix

A11/018 THE NETHERLANDS CLOTHING, FOOTWEAR & ACCESSORIES Title WRITE THE FUTURE Advertiser NIKE Product NIKE FOOTBALL Advertising Agency, City WIEDEN+KENNEDY AMSTERDAM Executive Creative Director Jeff Kling Creative Director Mark Bernath/Eric Quennoy Copywriter Stuart Harkness/Freddie Powell Art Director Stuart Harkness/Freddie Powell Agency Producer Erik Verheijen/Elissa Singstock/ Olivier Klonhammer Account Supervisor Lee Newman Advertiser’s Supervisor Enrico Balleri/Todd Pendleton/Colin Leary Account Manager Gene Willis/Jordi Pont/David Anson/ Marco Palermo Planner Dan Hill/Graeme Douglas Production Company, City INDEPENDENT London Producer Jani Guest/Richard Packer/Dave Morrison Director Alejandro Gonzalez Inarritu Editor Rich Orrick/Ben Jordan/Stephen Mirrione Music: Artist/Title Hocus Pocus By Focus Sound Design / Arrangement Phaze UK/Grand Central Studios London Music Remix Massive Music Amsterdam Sound Design Raja Sehgal/Phaze UK/ Grand Central Studios London VFX The Mill London & New York Entered By WIEDEN+KENNEDY AMSTERDAM

Gold Awards A03/033 ALCOHOLIC DRINKS Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor Advertiser’s Supervisor Account Manager Planner Production Company, City Producer Director Editor Music: Artist/Title Sound Design / Arrangement Post Production Broadcast Director Business Affairs Entered By

THE NETHERLANDS

A03/047 ALCOHOLIC DRINKS Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Creative Director

AUSTRALIA

ENTRANCE HEINEKEN HEINEKEN WIEDEN+KENNEDY AMSTERDAM Mark Bernath/Eric Quennoy Mark Bernath/Eric Quennoy Roger Hoard/Carlo Cavallone Alvaro Sotomayor Tony Stearns Clay Mills Sandrine Huiijgen/Cyril Charzat Jasmina Krnjetin Martin Weigel SONNY London Alice Grant Fredrik Bond Tim Thorton-Allan The Asteroids Galaxy Tour/The Golden Age Grand Central Studios The Mill London Erik Verheijen Karen Crossley WIEDEN+KENNEDY AMSTERDAM

SLO MO FOSTERS GROUP CARLTON DRAUGHT CLEMENGER BBDO MELBOURNE James McGrath Ant Keogh Creative Team: Richard Williams/ Anthony Phillips

Art Director Agency Producer

Annie Beauchamp Senior TV Producers: Sonia Von Bibra/ Pip Heming Group Account Director Paul McMillan Account Director Mick McKeown Account Manager Phoebe Farquharson Production Company, City PLAZA FILMS Sydney Executive Producer Peter Masterton Director Paul Middleditch Editor Peter Whitmore / Jo McKenzie Music: Artist/Title Sound Designer/Engineer: Cornel Wilczek Sound Design / Arrangement Level Two Music And Electric Dreams Entered By CLEMENGER BBDO MELBOURNE A04/052 NON-ALCOHOLIC DRINKS Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer

ARGENTINA

BRAIDS PEPSICO H2OH! DRINK BBDO ARGENTINA Buenos Aires Ramiro Rodriguez Cohen/Rodrigo Grau Gabriel Huici/Jorge Ponce Betti Roberto Espino Joaquín Campins/Sebastian Fulgencio Veronica Zeta/Rodrigo Lema/ Carlos Cavaciocchi Account Supervisor Daniel Albamonte Advertiser’s Supervisor Federico Bluthgen/Hernán Tantardini/ Alejandro Laborde/Richard Rodríguez Account Manager Paz Goicoa Planner Florencia Leonetti Production Company, City ARGENTINACINE Buenos Aires Producer Marcos Landajo/Nano Tidone Director Augusto Giménez Zapiola Editor Leandro Aste Music: Artist/Title Supercharango Sound Design / Arrangement La Casa Post Post Production Aldo Ferrari/Luli Jimenez Entered By BBDO ARGENTINA Buenos Aires A08/040 ARGENTINA COSMETICS & BEAUTY CAMPAIGN Title PREMATURE PERSPIRATION Advertiser UNILEVER Product AXE FULL CONTROL Advertising Agency, City ponce buenos aires Chief Creative Officer Hernan Ponce Executive Creative Director Analia Rios/Ricardo Armentano/ Joaquin Cubria Creative Director Juan Manuel Montero/Rafael Santamarina Copywriter Rafael Santamarina Art Director Juan Manuel Montero Agency Producer Roberto Carsillo/Brenda Morrison Fell/ Javier Hernandez Account Supervisor Luciano Landajo/Francisco Odriozola/ Nestor Ferreyro Advertiser’s Supervisor Pablo Gazzera/Tomas Marcenaro/ Jeronimo Cadenas/Agustin Mestre Planner Marina Pen Production Company, City PRIMO Buenos Aires Producer German Lentini Director Nico/Martin Editor Pablo Colella Music: Artist/Title Swing Musica Sound Design / Arrangement La Casa Post Sound Post Production Pickle Client Services Director Vanina Rudaeff Entered By ponce buenos aires

A08/041 ARGENTINA COSMETICS & BEAUTY CAMPAIGN Title DISTANCE Advertiser UNILEVER Product AXE FULL CONTROL Advertising Agency, City ponce buenos aires Chief Creative Officer Hernan Ponce Executive Creative Director Analia Rios/Ricardo Armentano/ Joaquin Cubria Creative Director Juan Manuel Montero/Rafael Santamarina Copywriter Rafael Santamarina Art Director Juan Manuel Montero Agency Producer Roberto Carsillo/Brenda Morrison Fell/ Javier Hernandez Account Supervisor Luciano Landajo/Francisco Odriozola/ Nestor Ferreyro Advertiser’s Supervisor Pablo Gazzera/Tomas Marcenaro/ Jeronimo Cadenas/Agustin Mestre Planner Marina Pen Production Company, City PRIMO Buenos Aires Producer German Lentini Director Nico/Martin Editor Pablo Colella Music: Artist/Title Swing Musica Sound Design / Arrangement La Casa Post Sound Post Production Pickle Client Services Director Vanina Rudaeff Entered By ponce buenos aires A08/042 ARGENTINA COSMETICS & BEAUTY CAMPAIGN Title BOWLING Advertiser UNILEVER Product AXE FULL CONTROL DEODORANT Advertising Agency, City ponce buenos aires Chief Creative Officer Hernan Ponce Executive Creative Director Analia Rios/Ricardo Armentano/ Joaquin Cubria Creative Director Juan Manuel Montero/Rafael Santamarina Copywriter Rafael Santamarina Art Director Juan Manuel Montero Agency Producer Roberto Carsillo/Brenda Morrison Fell/ Javier Hernandez Account Supervisor Luciano Landajo/Francisco Odriozola/ Nestor Ferreyro Advertiser’s Supervisor Pablo Gazzera/Tomas Marcenaro/ Jeronimo Cadenas/Agustin Mestre Planner Marina Pen Production Company, City PRIMO Buenos Aires Producer German Lentini Director Nico/Martin Editor Pablo Colella Music: Artist/Title Swing Musica Sound Design / Arrangement La Casa Post Sound Post Production Pickle Client Services Director Vanina Rudaeff Entered By ponce buenos aires A08/043 ARGENTINA COSMETICS & BEAUTY CAMPAIGN Title MOTHER Advertiser UNILEVER Product AXE FULL CONTROL Advertising Agency, City ponce buenos aires

OBSESSED WITH SERVICE from the quote, to the locations, to the re-quote, to the crew selection, the to the equipment, to the airport-greeting, to the hotel, to the office, to the great coffee in the office, to the restaurant recommends, to the chaperones, to the speedy casting uploads, to the on-set problem solving, to the client shopping trips, to the wrap party, to the airport drop-off, to the recon, to the wrap file, to the couriering of the neg or hard-drive... Whether it’s Work or Play, Gatehouse is obsessed with making sure that each and every detail is handled efficiently, with a smile.

SATURDAY, JUNE 25,2011

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IMAGE IS EVERYTHING... SHOOT FILM. KODAK.COM/GO/MOTION

Film. No Compromise.

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FILM WINNERS 21 Chief Creative Officer Executive Creative Director

Hernan Ponce Analia Rios/Ricardo Armentano/ Joaquin Cubria Creative Director Juan Manuel Montero/Rafael Santamarina Copywriter Rafael Santamarina Art Director Juan Manuel Montero Agency Producer Roberto Carsillo/Brenda Morrison Fell/ Javier Hernandez Account Supervisor Luciano Landajo/Francisco Odriozola/ Nestor Ferreyro Advertiser’s Supervisor Pablo Gazzera/Tomas Marcenaro/ Jeronimo Cadenas/Agustin Mestre Planner Marina Pen Production Company, City PRIMO Buenos Aires Producer German Lentini Director Nico/Martin Editor Pablo Colella Music: Artist/Title Swing Musica Sound Design / Arrangement La Casa Post Sound Post Production Pickle Client Services Director Vanina Rudaeff Entered By ponce buenos aires A10/041 PHARMACY CAMPAIGN Title Advertiser Product Advertising Agency, City Chief Creative Officer Creative Director Copywriter Art Director

Agency Producer Account Supervisor Advertiser’s Supervisor Account Manager Planner Production Company, City Producer

Sam Holst Michael Londsdale Adam Iles @ Digital Post George Mackenzie SAATCHI & SAATCHI Carouge

A11/051 USA CLOTHING, FOOTWEAR & ACCESSORIES Title AFTER HOURS ATHLETE Advertiser PUMA Product PUMA SOCIAL CLOTHING Advertising Agency, City DROGA5 New York Executive Creative Director Ted Royer Copywriter Tim Gordon/Kevin Brady Art Director Amanda Clelland/Jesse Juriga Agency Producer Dana May Planner Chet Gulland Production Company, City SMUGGLER New York Producer Sally Humphries Director Ringan Ledwidge Editor Rich Orrick Creative Chairman David Droga Head Of Integrated Prodution Sally-Ann Dale Entered By DROGA5 New York

SWITZERLAND

CLASSROOM CRAFT NOVARTIS CONSUMER HEALTH OTRIVIN NASAL SPRAY SAATCHI & SAATCHI Carouge John Pallant/Derek Green Leon Jacobs Maureen McCabe/Boris Declerck Lisa Mcleod/Daniela Nedelschi/ Lucy Crudgington Agency Producer Scott McBurnie Account Supervisor Stéphanie Rupp/Giuliana Mandelli Advertiser’s Supervisor Charlie Hough Account Manager Mélanie Foucher/Cassy Ymar Planner Carolyn Dateo Production Company, City THE SWEET SHOP Auckland Producer Camillo Spath Director Sam Holst Editor Michael Londsdale Sound Design / Arrangement Adam Iles @ Digital Post Managing Director George Mackenzie Entered By SAATCHI & SAATCHI Carouge A10/042 PHARMACY CAMPAIGN Title Advertiser Product Advertising Agency, City Chief Creative Officer Creative Director Copywriter Art Director

Director Editor Sound Design / Arrangement Managing Director Entered By

SWITZERLAND SHOE LACES NOVARTIS CONSUMER HEALTH OTRIVIN NASAL SPRAY SAATCHI & SAATCHI Carouge John Pallant/Derek Green Leon Jacobs Maureen McCabe/Boris Declerck Lisa Mcleod/Daniela Nedelschi/ Lucy Crudgington Scott McBurnie Stéphanie Rupp/Giuliana Mandelli Charlie Hough Mélanie Foucher/Cassy Ymar Carolyn Dateo THE SWEET SHOP Auckland Camillo Spath

A13/070 CARS Title Advertiser Product Advertising Agency, City Creative Director Copywriter Art Director Agency Producer Account Manager Planner Production Company, City Producer Director Editor Music: Artist/Title Sound Design / Arrangement Post Production Entered By

USA

A13/116 CARS Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Creative Director Copywriter

USA

Art Director Agency Producer Advertiser’s Supervisor Account Manager Planner Production Company, City Executive Producer Line Producer Director

FORCE VOLKSWAGEN VW PASSAT DEUTSCH INC. Los Angeles Eric Springer/Michael Kadin David Povill Ryan McLaughlin/Craig Melchiano Vic Palumbo/Victoria Guenier/Jim Haight Tom Else/Chris Carter/Pari Zahabi Doug Van Praet PARK PICTURES Santa Monica Mary Ann Marino (Park Pictures) Lance Acord Jim Haygood John Williams «the Imperial March» Jeff Elmassian (Endless Noise) Union DEUTSCH INC. Los Angeles

BORN OF FIRE CHRYSLER CHRYSLER 200 WIEDEN+KENNEDY Portland Dan Wieden Mark Fitzloff/Susan Hoffman Aaron Allen/Joe Staples Joe Staples/Mark Fitzloff/Kevin Jones/ Greg Rutter/Dan Kroeger Jimm Lasser Bob Wendt Melissa Garlick Thomas Harvery/Lani Reichenbach/ Randy Ortiz/Kelly Quinn/Justin Yates Kristen Harrer SERIAL PICTURES Culver City Violaine Etienne Martha English Samuel Bayer

Editor Music: Artist/Title

Tommy Harden Que Chevere Music/Sync2picture/ Shady Records Sound Design / Arrangement Luis Resto Post Production Method (Vfx)/A52 (Titles/Graphics)/ Eleven (Mix Company) Vfx Executive Producer Robert Owens Flame Artist Claus Hansen Vfx Producer Ashley Zastrow Entered By WIEDEN+KENNEDY Portland A21/133 MEXICO BANKING, INVESTMENT & INSURANCE Title OFFICE Advertiser MEXICAN INSURANCE INSTITUTION ASSOCIATION Product AMIS INSURANCE Advertising Agency, City OGILVY MEXICO Chief Creative Officer José Montalvo Executive Creative Director Miguel Angel Ruiz Creative Director Luis Elizalde Copywriter Carlos Meza/Sergio Díaz-Infante Art Director Sergio Díaz-Infante/Carlos Meza Agency Producer Juan Pablo Osio Account Supervisor Miguel Velázquez Advertiser’s Supervisor Maria Luis Ríos Production Company, City CENTRAL FILMS Mexico City Producer Blanca Moreno Director Rodrigo García Saiz Editor Jorge Hernandez Sound Design / Arrangement Look As Audio Post Production Central Films Entered By OGILVY MEXICO A27/066 AUSTRALIA PUBLIC AWARENESS MESSAGES Title SEE THE PERSON Advertiser SCOPE Product DISABILITY AWARENESS Advertising Agency, City LEO BURNETT Melbourne Executive Creative Director Jason Williams Copywriter Andrew Woodhead/Elle Bullen Art Director James Orr Agency Producer Mandy Celm Account Manager Sally Cunningham Production Company, City THE POUND Melbourne Director Tov Belling Entered By LEO BURNETT Melbourne B01/004 INTERNET FILM Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Creative Director Art Director Agency Producer Account Supervisor Advertiser’s Supervisor Account Manager Planner Production Company, City Producer Director

GERMANY DEAD ISLAND TRAILER DEEP SILVER VIDEOGAME DEEP SILVER Planegg Munchen Georg Larch Anton Borkel Christian Löhlein/Philipp Foly Christian Löhlein Malte Wagener Vincent Kummer Anton Borkel Vincent Kummer Anton Borkel/Malte Wagener AXIS ANIMATION Glasgow/SAVALAS Glasgow Andrew Pears Stu Aitken

SATURDAY, JUNE 25,2011

D7-17-41 Film Winners BAT:25•01 front 25/06/11 02:16 Page 22

22 FILM WINNERS Editor Stu Aitken/Anton Borkel Music: Artist/Title Savalas Studios/Giles Lamb Sound Design / Arrangement Savalas Studios/Kahl Henderson/ Tom Griffiths Post Production Axis Animation Animation Axis Animation Entered By DEEP SILVER Planegg Munchen B01/260 INTERNET FILM CAMPAIGN Title Advertiser Product Advertising Agency, City Executive Creative Director Copywriter Art Director Agency Producer Account Supervisor Advertiser’s Supervisor Account Manager Planner Production Company, City Producer Director Editor Music: Artist/Title Post Production Online Producer Online Production House Entered By

CANADA

B01/262 INTERNET FILM CAMPAIGN Title Advertiser Product Advertising Agency, City Executive Creative Director Copywriter Art Director Agency Producer Account Supervisor Advertiser’s Supervisor Account Manager Planner Production Company, City Producer Director Editor Music: Artist/Title Post Production Online Producer Online Production House Entered By

CANADA

B01/263 INTERNET FILM CAMPAIGN Title Advertiser Product Advertising Agency, City Executive Creative Director Copywriter Art Director Agency Producer Account Supervisor Advertiser’s Supervisor Account Manager Planner

CANADA

SATURDAY, JUNE 25,2011

CAGE COP WRIGLEY SKITTLES BBDO CANADA Toronto Carlos Moreno/Peter Ignazi Chris Joakim Mike Donaghey Ann Caverly Bhreagh Rathbun Dan Alvo/Laura Amantea/Thomas Tse Chitty Krishnappa Zach Klein OPC Toronto/PROXIMITY CANADA Dwight Phelps Woods/Low Griff Henderson Eggplant Axyz Amy Miranda Pixel Pusher BBDO CANADA Toronto

HITCHHIKER WRIGLEY SKITTLES BBDO CANADA Toronto Carlos Moreno/Peter Ignazi Chris Joakim Mike Donaghey Ann Caverly Bhreagh Rathbun Dan Alvo/Laura Amantea/Thomas Tse Chitty Krishnappa Zach Klein OPC Toronto/PROXIMITY CANADA Dwight Phelps Woods/Low Griff Henderson Eggplant Axyz Amy Miranda Pixel Pusher BBDO CANADA Toronto

CAT WRIGLEY SKITTLES BBDO CANADA Toronto Carlos Moreno/Peter Ignazi Chris Joakim Mike Donaghey Ann Caverly Bhreagh Rathbun Dan Alvo/Laura Amantea/Thomas Tse Chitty Krishnappa Zach Klein

Production Company, City Producer Director Editor Music: Artist/Title Post Production Online Producer Online Production House Entered By

OPC Toronto/PROXIMITY CANADA Dwight Phelps Woods/Low Griff Henderson Eggplant Axyz Amy Miranda Pixel Pusher BBDO CANADA Toronto

B01/268 INTERNET FILM Title Advertiser Product Advertising Agency, City

USA

CHROME SPEED TESTS GOOGLE CHROME BROWSER BBH New York/GOOGLE CREATIVE LAB New York Chief Creative Officer Kevin Roddy Executive Creative Director Pelle Sjoenell/Calle Sjoenell/ Robert Wong Of Google Creative Lab Copywriter Jared Elms Art Director Steve Peck Agency Producer Orlee Tatarka Account Supervisor Ben Malbon Account Manager Rossa Hsieh/Jessica Bigarel/ Google Creative Lab Production Company, City FIRST AVE MACHINE New York Producer Sam Penfield/Michael Solomon/ Krystn Wagenberg/Meagen Carroll Director Aaron Duffy Editor Charlie Johnston Sound Design / Arrangement Joseph Fraioli/Jafbox Sound Entered By BBH New York B01/442 INTERNET FILM CAMPAIGN Title Advertiser Product Advertising Agency, City Chief Creative Officer Copywriter Art Director Agency Producer Account Manager Production Company, City Producer Director Editor Music: Artist/Title Sound Design / Arrangement Entered By

USA

B01/443 INTERNET FILM CAMPAIGN Title Advertiser Product Advertising Agency, City Chief Creative Officer Copywriter Art Director Agency Producer Account Manager Production Company, City Producer Director

USA

DEMO SLAM: CHUBBY BUNNY GOOGLE GOOGLE INNOVATIONS JOHANNES LEONARDO New York Jan Jacobs/Leo Premutico Iain Nevill/Ben Clare/Alex Romans Dave Tomkins/Ben Clare/Alex Romans Matthew Mattingly Dean Rubinstein RABBIT CONTENT New York Douglas Howell/Joby Barnhart/James Blom Trevor Mcmahan Tyler Temple-Higgins Fall On Your Sword Will Bates/Phil Mossman/Lucy Alper JOHANNES LEONARDO New York

DEMO SLAM: REALTIME KARAOKE GOOGLE GOOGLE INNOVATIONS JOHANNES LEONARDO New York Jan Jacobs/Leo Premutico Iain Nevill/Ben Clare/Alex Romans Dave Tomkins/Ben Clare/Alex Romans Matthew Mattingly Dean Rubinstein RABBIT CONTENT New York Douglas Howell/Joby Barnhart/James Blom Trevor Mcmahan

Editor Music: Artist/Title Sound Design / Arrangement Entered By

Tyler Temple-Higgins Fall On Your Sword Will Bates/Phil Mossman/Lucy Alper JOHANNES LEONARDO New York

B01/444 INTERNET FILM CAMPAIGN Title Advertiser Product Advertising Agency, City Chief Creative Officer Copywriter Art Director Agency Producer Account Manager Production Company, City Producer Director Editor Music: Artist/Title Sound Design / Arrangement Entered By

USA

B01/445 INTERNET FILM CAMPAIGN Title Advertiser Product Advertising Agency, City Chief Creative Officer Copywriter Art Director Agency Producer Account Manager Production Company, City Producer Director Editor Music: Artist/Title Sound Design / Arrangement Entered By

USA

B01/447 INTERNET FILM CAMPAIGN Title Advertiser Product Advertising Agency, City Chief Creative Officer Copywriter Art Director Agency Producer Account Manager Production Company, City Producer Director Editor Music: Artist/Title Sound Design / Arrangement Entered By

USA

DEMO SLAM: EXTRA SPICY GOOGLE GOOGLE INNOVATIONS JOHANNES LEONARDO New York Jan Jacobs/Leo Premutico Bipasha Moorkherjee/Jason Ashlock Emmie Nostitiz/Anthony Alvarez Matthew Mattingly Dean Rubinstein RABBIT CONTENT New York Douglas Howell/Joby Barnhart/James Blom Trevor Mcmahan Tyler Temple-Higgins Fall On Your Sword Will Bates/Phil Mossman/Lucy Alper JOHANNES LEONARDO New York

DEMO SLAM: ROUTE 66 GOOGLE GOOGLE INNOVATIONS JOHANNES LEONARDO New York Jan Jacobs/Leo Premutico Bipasha Moorkherjee/Jason Ashlock Emmie Nostitiz/Anthony Alvarez Matthew Mattingly Dean Rubinstein RABBIT CONTENT New York Douglas Howell/Joby Barnhart/James Blom Trevor Mcmahan Tyler Temple-Higgins Fall On Your Sword Will Bates/Phil Mossman/Lucy Alper JOHANNES LEONARDO New York

DEMO SLAM: RUSHMORE GOOGLE GOOGLE INNOVATIONS JOHANNES LEONARDO New York Jan Jacobs/Leo Premutico Iain Nevill Dave Tomkins Matthew Mattingly Dean Rubinstein RABBIT CONTENT New York Douglas Howell/Joby Barnhart/James Blom Trevor Mcmahan Tyler Temple-Higgins Fall On Your Sword Will Bates/Phil Mossman/Lucy Alper JOHANNES LEONARDO New York

D7-AD:Layout 1 24/06/11 19:33 Page 23

D7-17-41 Film Winners BAT:25•01 front 25/06/11 02:17 Page 24

24 FILM WINNERS Silver Awards A02/116 SWEET FOODS & SNACKS Title Advertiser Product Advertising Agency, City Chief Creative Officer Senior Creative Directors Copywriter Art Director Executive Producer Account Supervisor Production Company, City Director Editor Visual Effects Company Entered By

USA

A02/131 SWEET FOODS & SNACKS Title Advertiser Product Advertising Agency, City Chief Creative Officer Senior Creative Directors Copywriter Art Director Executive Producer Music Producer Account Supervisor Production Company, City Director Editor Music: Artist/Title Visual Effects Company Entered By

USA

FOCUS GROUP MARS CHOCOLATE NORTH AMERICA SNICKERS PEANUT BUTTER SQUARED BBDO NEW YORK David Lubars Peter Kain/Gianfranco Arena Peter Kain Gianfranco Arena Amy Wertheimer Kathryn Brown O POSITIVE FILMS New York Jim Jenkins Jason Macdonald Framestore BBDO NEW YORK

PARTY MARS CHOCOLATE NORTH AMERICA SNICKERS CHOCOLATE BAR BBDO NEW YORK David Lubars Peter Kain/Gianfranco Arena Peter Kain Gianfranco Arena Amy Wertheimer Loren Parkins Kathryn Brown O POSITIVE FILMS New York Jim Jenkins Ian Mackenzie Mas (Music House) Mass Market BBDO NEW YORK

A05/016 USA HOUSEHOLD: CLEANING PRODUCTS CAMPAIGN Title RESTAURANT Advertiser FEBREZE Product DEODORISING SPRAY Advertising Agency, City GREY NEW YORK Chief Creative Officer Tor Myhren Executive Creative Director Per Pedersen/Noel Cottrell Creative Director Rob Perillo/Rob Lenois Copywriter Rob Lenois Art Director Rob Perillo Agency Producer James Mcpherson/Angela Ong/Jimmy Wade Account Supervisor Will Platt-Higgins/Elena Grasmann/ Liz Gilchrist Planner Molly Dunn/Andrea Galambos Production Company, City STATION FILM New York Producer Tom Rossano/Kate Sutherland Director Sam Cadman DOP/Lighting/Cameraman Lance Phox Editor Mike Elliot/Rebecca Beluk Music: Artist/Title Human Sound Design / Arrangement Glen Landrum/Sound Lounge Post Production Beast/Ny Animation Method/Ny Audio Engineer Glen Landrum Entered By GREY NEW YORK

A05/018 USA HOUSEHOLD: CLEANING PRODUCTS CAMPAIGN Title HOTEL Advertiser FEBREZE Product DEODORISING SPRAY Advertising Agency, City GREY NEW YORK Chief Creative Officer Tor Myhren Executive Creative Director Per Pedersen/Noel Cottrell Creative Director Rob Perillo/Rob Lenois Copywriter Rob Lenois Art Director Rob Perillo Agency Producer James McPherson/Angela Ong/Jimmy Wade Account Supervisor Will Platt-Higgins/Elena Grasmann/ Liz Gilchrist Planner Molly Dunn/Andrea Galambos Production Company, City STATION FILM New York Producer Tom Rossano/Kate Sutherland Director Sam Cadman DOP/Lighting/Cameraman Lance Phox Editor Mike Elliot/Rebecca Beluk Music: Artist/Title Human Sound Design / Arrangement Glen Landrum/Sound Lounge Post Production Beast/Ny Animation Method/Ny Audio Engineer Glen Landrum Entered By GREY NEW YORK A07/024 ARGENTINA HOME APPLIANCES & FURNISHINGS CAMPAIGN Title NOSE-O-METER Advertiser BGH Product AIR CONDITIONERS Advertising Agency, City DEL CAMPO NAZCA SAATCHI & SAATCHI Buenos Aires Executive Creative Director Maxi Itzkoff/Mariano Serkin Creative Director Diego Medvedocky/Ignacio Ferioli Copywriter Diego Medvedocky Art Director Ignacio Ferioli Agency Producer Adrian Aspani/María De La Paz Landeyro Account Supervisor Mariano Cafarelli Advertiser’s Supervisor Nicolas Videla/Carina Catalano/ Sebastian Nugnez Account Manager Juan Manuel Aralda Production Company, City PELUCA FILMS Buenos Aires Producer Alejandro De Michele Director Diego/Vlady Sound Design / Arrangement Happy Together Post Production Che Revolution Post Designer Guido Fusetti/Sebastian Beretta Entered By DEL CAMPO NAZCA SAATCHI & SAATCHI Buenos Aires A07/025 ARGENTINA HOME APPLIANCES & FURNISHINGS CAMPAIGN Title NOSE JOB Advertiser BGH Product AIR CONDITIONERS Advertising Agency, City DEL CAMPO NAZCA SAATCHI & SAATCHI Buenos Aires Executive Creative Director Maxi Itzkoff/Mariano Serkin Creative Director Diego Medvedocky/Ignacio Ferioli Copywriter Diego Medvedocky Art Director Ignacio Ferioli Agency Producer Adrian Aspani/María De La Paz Landeyro Account Supervisor Mariano Cafarelli Advertiser’s Supervisor Nicolas Videla/Carina Catalano/ Sebastian Nugnez

SOUTH AFRICA OFFICE Metal Lane, 4 Kloof Street, Cape Town, 8001 T: +27 21 424 9999 F: +27 21 424 9998 M: +27 83 635 9699

Your gateway to filming in Africa, the continent with the most spectacular locations on Earth! info@afsproductions.com

SATURDAY, JUNE 25,2011

www.afsproductions.com

AMERICA OFFICE 507 N. Almont Drive, Los Angeles, CA, 90048, USA T: +1 310 273 9693 F: +1 310 273 9698 M: +1 310 383 9699

Account Manager Production Company, City Producer Director Sound Design / Arrangement Post Production Designer Entered By

Juan Manuel Aralda PELUCA FILMS Buenos Aires Alejandro De Michele Diego/Vlady Happy Together Che Revolution Post Guido Fusetti/Sebastian Beretta DEL CAMPO NAZCA SAATCHI & SAATCHI Buenos Aires

A07/026 ARGENTINA HOME APPLIANCES & FURNISHINGS CAMPAIGN Title GIGANTIC NOSE Advertiser BGH Product AIR CONDITIONERS Advertising Agency, City DEL CAMPO NAZCA SAATCHI & SAATCHI Buenos Aires Executive Creative Director Maxi Itzkoff/Mariano Serkin Creative Director Diego Medvedocky/Ignacio Ferioli Copywriter Diego Medvedocky Art Director Ignacio Ferioli Agency Producer Adrian Aspani/María De La Paz Landeyro Account Supervisor Mariano Cafarelli Advertiser’s Supervisor Nicolas Videla/Carina Catalano/ Sebastian Nugnez Account Manager Juan Manuel Aralda Production Company, City PELUCA FILMS Buenos Aires Producer Alejandro De Michele Director Diego/Vlady Sound Design / Arrangement Happy Together Post Production Che Revolution Post Designer Guido Fusetti/Sebastian Beretta Entered By DEL CAMPO NAZCA SAATCHI & SAATCHI Buenos Aires A08/015 COSMETICS & BEAUTY Title Advertiser Product Advertising Agency, City Chief Creative Officer Creative Director Copywriter Art Director Head of TV Account Supervisor Production Company, City Editor Music: Artist/Title Entered By A08/055 COSMETICS & BEAUTY Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor Account Manager

GERMANY HAIRMOTICONS BRAUN SATIN HAIR 5 MULTISTYLER BBDO PROXIMITY Düsseldorf Christian Mommertz/Wolfgang Schneider Christian Mommertz Christopher Fink Stephan Eichler/Philipp Alings Steffen Gentis Phoebe Moll VCC PERFECT PICTURES Düsseldorf/ DAS WERK Dusseldorf Florian Alt/Markus Jäschke Leroy Anderson «typewriter» BBDO GERMANY Düsseldorf USA QUESTIONS OLD SPICE BODY WASH WIEDEN+KENNEDY Portland Dan Wieden Mark Fitzloff/Susan Hoffman Jason Bagley/Eric Baldwin Eric Kallman/Craig Allen Craig Allen/Eric Kallman Lindsay Reed Jessica Monsey Diana Gonzalez

D7-17-41 Film Winners BAT:25•01 front 25/06/11 02:17 Page 25

FILM WINNERS 25 Planner Production Company, City Producer Director Editor Sound Design / Arrangement Post Production Entered By

Britton Taylor MJZ Los Angeles Jeff Scruton Tom Kuntz Carlos Arias Gus Koven The Mill LA WIEDEN+KENNEDY Portland

A13/126 CARS CAMPAIGN Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Manager Production Company, City Producer Director Editor Sound Design / Arrangement Executive Director/ Content Production Entered By

USA

A13/161 CARS Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor Advertiser’s Supervisor

BRAZIL

DIRTY COPS LAND ROVER LR4 Y&R New York Kerry Keenan Guillermo Vega/Graham Lang/Steve Whittier Julia Neumann Michael Schachtner Mara Milicevic/Jona Goodman Keith Rhodes/Jennifer Mottershead O POSITIVE FILMS New York Ralph Laucella/Ken Licata/Devon Clark David Shane Jason Macdonald Sound Lounge Lora Schulson/Nathy Aviram Y&R New York

TRANSLATOR VOLKSWAGEN TIGUAN ALMAPBBDO São Paulo Marcello Serpa Marcello Serpa Luiz Sanches Marcelo Nogueira Julio Andery Vera Jacinto/Gabriel Dagostini Herlander Zola/Ana Paula Lobao Fernão Cosi/Vanessa Previero/Ana Beatriz Moreira Porto/Aline Macedo/Malu De Godoi Production Company, City FAT BASTARDS São Paulo/MOVIEART São Paolo Director Pedro Becker Sound Design / Arrangement Raw Produtora De Audio Post Production Fat Bastards/Casablanca Entered By ALMAPBBDO São Paulo A13/208 CARS CAMPAIGN Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Manager Production Company, City Producer Director Editor

USA PATHOLOGICAL LIAR LAND ROVER LAND ROVER LR4 Y&R New York Kerry Keenan Guillermo Vega/Graham Lang/Stevie Whittier Julia Neumann Michael Schachtner Mara Milicevic/Jona Goodman Keith Rhodes/Jennifer Mottershead O POSITIVE FILMS New York Ralph Laucella/Ken Licata/Devon Clark David Shane Jason Macdonald

Sound Design / Arrangement Sound Lounge Executive Director/Content Production Lora Schulson/Nathy Aviram Entered By Y&R New York A14/028 BRAZIL OTHER VEHICLES, AUTO PRODUCTS & SERVICES CAMPAIGN Title I LOVE YOU Advertiser VOLKSWAGEN Product ORIGINAL PARTS Advertising Agency, City ALMAPBBDO São Paulo Chief Creative Officer Marcello Serpa Executive Creative Director Marcello Serpa Creative Director Luiz Sanches Copywriter Renato Simoes Art Director Bruno Prosperi Agency Producer Vera Jacinto/Gabriel Dagostini Account Supervisor Herlander Zola Advertiser’s Supervisor Fernao Cosi Production Company, City VETOR ZERO/LOBO São Paulo Director Fabio Acorsi Editor Thiago Bueno Sound Design / Arrangement Raw Produtora De Audio Entered By ALMAPBBDO São Paulo A14/029 BRAZIL OTHER VEHICLES, AUTO PRODUCTS & SERVICES CAMPAIGN Title BOSS Advertiser VOLKSWAGEN Product ORIGINAL PARTS Advertising Agency, City ALMAPBBDO São Paulo Chief Creative Officer Marcello Serpa Executive Creative Director Marcello Serpa Creative Director Luiz Sanches Copywriter Renato Simoes Art Director Bruno Prosperi Agency Producer Vera Jacinto/Gabriel Dagostini Account Supervisor Herlander Zola Advertiser’s Supervisor Fernao Cosi Production Company, City VETOR ZERO/LOBO São Paulo Director Fabio Acorsi Editor Thiago Bueno Sound Design / Arrangement Raw Produtora De Audio Entered By ALMAPBBDO São Paulo A14/030 BRAZIL OTHER VEHICLES, AUTO PRODUCTS & SERVICES CAMPAIGN Title SON, YOU’RE ADORABLE Advertiser VOLKSWAGEN Product ORIGINAL PARTS Advertising Agency, City ALMAPBBDO São Paulo Chief Creative Officer Marcello Serpa Executive Creative Director Marcello Serpa Creative Director Luiz Sanches Copywriter Renato Simoes Art Director Bruno Prosperi Agency Producer Vera Jacinto/Gabriel Dagostini Account Supervisor Herlander Zola Advertiser’s Supervisor Fernao Cosi Production Company, City VETOR ZERO/LOBO São Paulo Director Fabio Acorsi Editor Thiago Bueno Sound Design / Arrangement Raw Produtora De Audio Entered By ALMAPBBDO São Paulo

A14/031 BRAZIL OTHER VEHICLES, AUTO PRODUCTS & SERVICES CAMPAIGN Title IT´S NOT YOU Advertiser VOLKSWAGEN Product ORIGINAL PARTS Advertising Agency, City ALMAPBBDO São Paulo Chief Creative Officer Marcello Serpa Executive Creative Director Marcello Serpa Creative Director Luiz Sanches Copywriter Renato Simoes Art Director Bruno Prosperi Agency Producer Vera Jacinto/Gabriel Dagostini Account Supervisor Herlander Zola Advertiser’s Supervisor Fernao Cosi Production Company, City VETOR ZERO/LOBO São Paulo Director Fabio Acorsi Editor Thiago Bueno Sound Design / Arrangement Raw Produtora De Audio Entered By ALMAPBBDO São Paulo A14/035 ARGENTINA OTHER VEHICLES, AUTO PRODUCTS & SERVICES Title LOVE STORY Advertiser CAR ONE Product USED CARS Advertising Agency, City LEO BURNETT ARGENTINA Buenos Aires Chief Creative Officer Seto Olivieri Creative Director Dauquen Chabeldin Agency Producer Federico Puricelli/Francisco Tanto Account Supervisor Hernan Cuñado Advertiser’s Supervisor Daniel Ferro Production Company, City URSULA Buenos Aires Producer Adrian D’Amario/Ariel Epstein Director Lemon Editor Gustavo Macri Post Production Cinecolor Entered By LEO BURNETT ARGENTINA Buenos Aires A15/035 ARGENTINA HOME ELECTRONICS & AUDIO-VISUAL CAMPAIGN Title EINSTEIN Advertiser SONY Product CYBER-SHOT Advertising Agency, City DEL CAMPO NAZCA SAATCHI & SAATCHI Buenos Aires Executive Creative Director Maxi Itzkoff/Mariano Serkin Creative Director Diego Medvedocky/Ignacio Ferioli Copywriter Diego Medvedocky Art Director Ignacio Ferioli Agency Producer Adrian Aspani/Ezequiel Ortiz Account Supervisor Reinier Suarez/Ana Bogni Advertiser’s Supervisor Kim Allard/Takashi Ashida Account Manager Joseph Baide Production Company, City GARLIC FILMS Madrid Producer Alvaro Gorospe/Irene Nuñez Palma Director Marcelo Burgos Music: Artist/Title Swing Musica Sound Design / Arrangement Sonomedia Post Production Serena Entered By DEL CAMPO NAZCA SAATCHI & SAATCHI Buenos Aires A15/036 ARGENTINA HOME ELECTRONICS & AUDIO-VISUAL CAMPAIGN Title MARILYN Advertiser SONY Product CYBER-SHOT

SATURDAY, JUNE 25,2011

D7-17-41 Film Winners BAT:25•01 front 25/06/11 02:17 Page 26

26 FILM WINNERS Advertising Agency, City

DEL CAMPO NAZCA SAATCHI & SAATCHI Buenos Aires Executive Creative Director Maxi Itzkoff/Mariano Serkin Creative Director Diego Medvedocky/Ignacio Ferioli Copywriter Diego Medvedocky Art Director Ignacio Ferioli Agency Producer Adrian Aspani/Ezequiel Ortiz Account Supervisor Reinier Suarez/Ana Bogni Advertiser’s Supervisor Kim Allard/Takashi Ashida Account Manager Joseph Baide Production Company, City GARLIC FILMS Madrid Producer Alvaro Gorospe/Irene Nuñez Palma Director Marcelo Burgos Music: Artist/Title Swing Musica Sound Design / Arrangement Sonomedia Post Production Serena Entered By DEL CAMPO NAZCA SAATCHI & SAATCHI Buenos Aires

Advertiser’s Supervisor Account Manager Production Company, City Entered By

Jonas Devallius/Johan Dannemann Patrik Danroth ACNE PRODUCTION Stockholm FORSMAN & BODENFORS Gothenburg

A20/107 PUBLICATIONS & MEDIA Title Advertiser Product Advertising Agency, City Creative Director Copywriter Art Director Agency Producer Account Supervisor Account Manager Production Company, City Entered By

SPAIN

A15/040 USA HOME ELECTRONICS & AUDIO-VISUAL Title KEVIN BACON FAN Advertiser LOGITECH Product LOGITECH REVUE WITH GOOGLE TV Advertising Agency, City GOODBY SILVERSTEIN & PARTNERS San Francisco Executive Creative Director Margaret Johnson Creative Director Rich Silverstein Copywriter Nat Lawler Art Director Croix Gagnon Agency Producer Jan O’Malley Account Manager Erin Fromherz Production Company, City SMUGGLER Hollywood Producer Sally Humphries Director Ringan Ledwidge Editor Rick Orrick Music: Artist/Title Original Music By Mutato Muzika Post Production MPC Animation Woodshop Group Creative Director David Kolbusz Group Account Director Leslie Barrett Entered By GOODBY SILVERSTEIN & PARTNERS San Francisco A19/106 SWEDEN ENTERTAINMENT & LEISURE CAMPAIGN Title PROPOSAL Advertiser TRISS Product LOTTERIES Advertising Agency, City FORSMAN & BODENFORS Stockholm Copywriter Marcus Hägglöf/Martin Ringqvist Art Director Johan Eghammer Agency Producer Magnus Kennhed Account Supervisor Andreas Engstrand/Leif Sorte Advertiser’s Supervisor Jonas Devallius/Johan Dannemann Account Manager Patrik Danroth Production Company, City ACNE PRODUCTION Stockholm Entered By FORSMAN & BODENFORS Stockholm

A20/153 USA PUBLICATIONS & MEDIA CAMPAIGN Title YACHT Advertiser HBO Product HBO GO Advertising Agency, City BBDO NEW YORK Chief Creative Officer David Lubars Executive Creative Director Greg Hahn/Mike Smith Copywriter Ashley Davis Marshall Art Director Jaclyn Rink Executive Producer Anthony Curti Director Of Music/ Radio Production Rani Vaz Account Supervisor Tara Deveaux Production Company, City MJZ New York Executive Producer David Zander/Jeff Scruton Line Producer Scott Kaplan Director Tom Kuntz Editor Steve Gandolfi/Joel Miller Assistant Editors Isaac Chen/Georgia Dodson Music: Artist/Title Thwak Music (Music House)/ Steve Raskin (Composer) Sound Design / Arrangement Sound Lounge/Tommy Jucarone (Final Mix) Visual Effects Company Framestore Colorist Stefan Sonnenfeld GFX/Titles Perception NYC Entered By BBDO NEW YORK

A19/107 SWEDEN ENTERTAINMENT & LEISURE CAMPAIGN Title PROPOSAL 2 Advertiser TRISS Product LOTTERIES Advertising Agency, City FORSMAN & BODENFORS Gothenburg Copywriter Marcus Hägglöf/Martin Ringqvist Art Director Johan Eghammer Agency Producer Magnus Kennhed Account Supervisor Andreas Engstrand/Leif Sorte

TEAM HOYT TV3 SPINAL CORD AND BRAIN INJURY TELETHON BASSAT OGILVY Barcelona Oscar Pla/Camil Roca Jose Antonio Ildefonso/Yasmina Lancina Carles Patris Christy Alcaraz Lourdes Llorens Olaia Casal/Tania Schmitt OVIDEO Barcelona BASSAT OGILVY Barcelona

A20/154 USA PUBLICATIONS & MEDIA CAMPAIGN Title UNDERDOG Advertiser HBO Product HBO GO Advertising Agency, City BBDO NEW YORK Chief Creative Officer David Lubars Executive Creative Director Greg Hahn/Mike Smith Copywriter Ashley Davis Marshall Art Director Jaclyn Rink Executive Producer Anthony Curti Director Of Music/ Radio Production Rani Vaz Account Supervisor Tara Deveaux Production Company, City MJZ New York Executive Producers David Zander/Jeff Scruton Line Producer Scott Kaplan Director Tom Kuntz Editor Steve Gandolfi/Joel Miller Assistant Editors Isaac Chen/Georgia Dodson Music: Artist/Title Stimmung (Music House)/ Greg Chun (Composer)

Sound Design / Arrangement Visual Effects Company Telecine Colorist GFX/Titles Entered By

Sound Lounge/Tommy Jucarone (Final Mix) Framestore Co3 Stefan Sonnenfeld Perception NYC BBDO NEW YORK

A20/155 USA PUBLICATIONS & MEDIA CAMPAIGN Title HOSPITAL Advertiser HBO Product HBO GO Advertising Agency, City BBDO NEW YORK Chief Creative Officer David Lubars Executive Creative Director Greg Hahn/Mike Smith Copywriter Ashley Davis Marshall Art Director Jaclyn Rink Executive Producer Anthony Curti Director Of Music/ Radio Production Rani Vaz Account Supervisor Tara Deveaux Production Company, City MJZ New York Executive Producer David Zander/Jeff Scruton Line Producer Scott Kaplan Director Tom Kuntz Editor Steve Gandolfi/Joel Miller Assistant Editors Isaac Chen/Georgia Dodson Music: Artist/Title Stimmung (Music House)/Greg Chun/ Peter Lauridesen (Composers) Sound Design / Arrangement Sound Lounge/Tommy Jucarone (Final Mix) Visual Effects Company Framestore Telecine Co3 Colorist Stefan Sonnenfeld GFX/Titles Perception NYC Entered By BBDO NEW YORK A22/044 USA BUSINESS EQUIPMENT & SERVICES Title EXCHANGE STUDENT Advertiser FEDEX Product FEDEX Advertising Agency, City BBDO NEW YORK Chief Creative Officer David Lubars Executive Creative Director Greg Hahn/Mike Smith Senior Creative Directors Peter Kain/Gianfranco Arena Copywriter Peter Kain Art Director Gianfranco Arena Executive Producers Amy Wertheimer/Elise Greiche-Pavone Account Supervisor Peter Mccallum/Joshua Steinman Production Company, City O POSITIVE FILMS New York Director Jim Jenkins Editor Ian Mackenzie Visual Effects Company Framestore Entered By BBDO NEW YORK A23/006 JAPAN COMMERCIAL PUBLIC SERVICES Title XYLOPHONE Advertiser NTT DOCOMO Product MOBILE PHONE Advertising Agency, City DRILL Tokyo/DENTSU Tokyo Creative Director Morihiro Harano Copywriter Noriko Yamada Art Director Jun Nishida Agency Producer Daijiro Sawa/Ayako Yoshinoya Account Supervisor Toru Murakami Advertiser’s Supervisor Masato Kabasawa Account Manager Ayako Yoshinoya

ISRAEL. Where desert meets sea,

where the possibilities are endless your production comes to life! www.ooopsfilms.com | +972 545477859 meirav@ooopsfilms.com | Skype: ooopsit

SATURDAY, JUNE 25,2011

D7-17-41 Film Winners BAT:25•01 front 25/06/11 02:17 Page 27

FILM WINNERS 27 Production Company, City

ENGINE PLUS Tokyo/ DRAWING AND MANUAL Tokyo Producer Toshifumi Oiso/Hideyuki Chihara Director Seiichi Hishikawa Editor Hitoshi Kimura Sound Design / Arrangement Kenjiro Matsuo Post Production Digital Garden Entered By DRILL Tokyo A23/106 USA COMMERCIAL PUBLIC SERVICES Title CHROME SPEED TESTS: POTATO 3D Advertiser GOOGLE Product CHROME BROWSER Advertising Agency, City BBH New York/GOOGLE CREATIVE LAB New York Chief Creative Officer Kevin Roddy Executive Creative Director Pelle Sjoenell/Calle Sjoenell/ Robert Wong Of Google Creative Lab Copywriter Jared Elms Art Director Steve Peck Agency Producer Orlee Tatarka Account Manager Rossa Hsieh/Jessica Bigarel Of Google Creative Lab Production Company, City FIRST AVE MACHINE New York Producer Sam Penfield/Michael Solomon/ Krystn Wagenberg/Meagen Carroll Director Aaron Duffy Editor Charlie Johnston Sound Design / Arrangement Joseph Fraioli/Jafbox Sound VFX Artist Jeannette Depattie/Alison Savitch Entered By BBH New York A23/108 ARGENTINA COMMERCIAL PUBLIC SERVICES Title PHOTOGENIC Advertiser FIBERTEL Product INTERNET SERVICE Advertising Agency, City DON Buenos Aires Chief Creative Officer Papón Ricciarelli Executive Creative Director Roberto Lestón Copywriter Juan Rezzónico/Federico Díaz Art Director Celeste Dalairac/Mariano Gamba Agency Producer Don Account Supervisor Pablo Ajuria Account Manager Melitón Detomasi Production Company, City EL BAGRE FILMS Buenos Aires Producer Rafael González Del Cerro Director Quinto Cruz Editor Lautaro Colace Music: Artist/Title La Pirada Sound Design / Arrangement No Problem Post Production Cutu Benedict Entered By DON Buenos Aires A23/165 UNITED KINGDOM COMMERCIAL PUBLIC SERVICES Title WELCOME BACK Advertiser T-MOBILE Product TELECOMMUNICATIONS Advertising Agency, City SAATCHI & SAATCHI London Executive Creative Director Paul Silburn/Kate Stanners Copywriter Stephen Howell Art Director Rick Dodds Agency Producer James Faupel Account Supervisor Sarah Galea Account Manager Laura Mills/Anna Mills Planner Tom Gibson

Production Company, City Producer Director Editor Music: Artist/Title Sound Design / Arrangement Business Leader Arranger/Music Director Choreographer Entered By

SMUGGLER London Ray Leakey Henry Alex-Rubin Patric Ryan/Spencer Ferzst Various Ben Leeves @ Grand Central Charles Pym Shai Fishman Javier De Frutos SAATCHI & SAATCHI London

A24/022 CORPORATE IMAGE Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor Account Manager Production Company, City Executive Producer Producer Director Direction Assistant Editor Music: Artist/Title

ARGENTINA

Post Production Animation Entered By A24/076 CORPORATE IMAGE Title Advertiser Product

CHOIR COCA-COLA CULTURAL RELEVANCE SANTO Buenos Aires Sebastián Wilhelm/Maximiliano Anselmo Matias Ballada Sebastián Wilhelm/Matias Ballada Maximiliano Anselmo José Bustos/Alejandro Faldutti/Marcelo Kelez Ignacio Diez Sheila Suaya BLUE Buenos Aires Gonzalo Fontana Alejandro Lanezan/ Pucho Mentasti Watta Fernandez Lorenzo Bombicci Avatar Studio/Papa Music/ Ypc Young People Chorus De Ny Bleed VFX Notdeaf Sound Design - Diego J. Arancibia SANTO Buenos Aires USA

RISE NIKE LEBRON JAMES’ IMAGE & BASKETBALL FOOTWEAR Advertising Agency, City WIEDEN+KENNEDY Portland Chief Creative Officer Dan Wieden/John Jay Executive Creative Director Mark Fitzloff/Susan Hoffman Creative Director Alberto Ponte/Ryan O’rourke Copywriter Caleb Jensen Art Director Taylor Twist Agency Producer Erika Madison Account Supervisor Karrelle Dixon/Alyssa Ramsey Advertiser’s Supervisor Todd Pendleton/Meiwa Tei/Omar Johnson Planner Rebecca Stambanis/Chris Cummings Production Company, City IMPERIAL WOODPECKER New York Executive Producer Doug Halbert Line Producer Dina Oberley Director Stacy Wall Editor Robert Duffy Assistant Editor Healy Snow Music: Artist/Title Jan Hammer/»crockett’s Theme” Sound Design / Arrangement Stimmung - Gus Koven (Sound Designer)/ Jack Catlin (Producer)/ Ceinwyn Clark (Producer) Post Production Public - Tony Smoller (Creative Director)/ James Allen (Vfx Supervisor)/ Rachel Kaminek (VFX Producer) Other Credits Lime - Loren Silber (Mixer)/Mark Meyuhas (Mixer)/Jessica Locke (Producer) Entered By WIEDEN+KENNEDY Portland

A26/058 PUBLIC HEALTH & SAFETY Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor Account Manager Planner Production Company, City Producer Director Editor Sound Design / Arrangement Post Production Entered By

SOUTH AFRICA LOVE TO MEET YOU BRANDHOUSE BRANDHOUSE DRIVE DRY INITIATIVE FoxP2 Cape Town Justin Gomes/Andrew Whitehouse Justin Gomes/Andrew Whitehouse Simon Lotze/Mimi Cooper Ryan Barkhuizen Katherine Tripp Kaylin Mendes Morgan Tomes Rebecca Warne GIANT FILMS Cape Town Laura Sampson Robin Goode Anthony Lee Martin We Love Jam Cape Town Condor Cape Town FoxP2 Cape Town

A27/021 INDONESIA PUBLIC AWARENESS MESSAGES CAMPAIGN Title FAMILY Advertiser UNICEF Product UNICEF Advertising Agency, City LOWE INDONESIA Executive Creative Director Din Sumedi Creative Director Ferly Novriadi Copywriter Ferly Novriadi Art Director Tania Huiny Agency Producer Bimoyadi Soemarmo Advertiser’s Supervisor Edward Carwardine Production Company, City SQUARE BOX CINETECH Jakarta/ CINERED Jakarta Producer Purbo Director Bona Palma Editor Bona Palma/Gene Gallardo Sound Design / Arrangement Andre Post Production Square Box Cinetech Other Credits Sound Production Company: DB System Entered By LOWE INDONESIA A27/022 INDONESIA PUBLIC AWARENESS MESSAGES CAMPAIGN Title KIDS Advertiser UNICEF Product UNICEF Advertising Agency, City LOWE INDONESIA Executive Creative Director Din Sumedi Creative Director Ferly Novriadi Copywriter Ferly Novriadi Art Director Tania Huiny Agency Producer Bimoyadi Soemarmo Advertiser’s Supervisor Edward Carwardine Production Company, City SQUARE BOX CINETECH Jakarta/ CINERED Jakarta Producer Purbo Director Bona Palma Editor Bona Palma/Gene Gallardo Sound Design / Arrangement Andre Post Production Square Box Cinetech Other Credits Sound Production Company: DB System Entered By LOWE INDONESIA

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FILM WINNERS 29 A27/023 INDONESIA PUBLIC AWARENESS MESSAGES CAMPAIGN Title KITCHEN Advertiser UNICEF Product UNICEF Advertising Agency, City LOWE INDONESIA Executive Creative Director Din Sumedi Creative Director Ferly Novriadi Copywriter Ferly Novriadi Art Director Tania Huiny Agency Producer Bimoyadi Soemarmo Advertiser’s Supervisor Edward Carwardine Production Company, City SQUARE BOX CINETECH Jakarta/ CINERED Jakarta Producer Purbo Director Bona Palma Editor Bona Palma/Gene Gallardo Sound Design / Arrangement Andre Post Production Square Box Cinetech Other Credits Sound Production Company: DB System Entered By LOWE INDONESIA A27/048 UNITED KINGDOM PUBLIC AWARENESS MESSAGES Title WHO KILLED DEON Advertiser THE LONDON METROPOLITAN POLICE Product ANTI KNIFE CRIME Advertising Agency, City ABBOTT MEAD VICKERS BBDO London Executive Creative Director Paul Brazier Creative Director Steve Jones/Martin Loraine Copywriter Aidan Mcclure Art Director Laurent Simon Agency Producer Rebecca Scharf Production Company, City MAD COW FILMS London Executive Producer Pete Chambers Producer Jonas Blanchard Director Simon Ellis Editor Matt Swanpoel Music: Artist/Title Sam Ashwell (Vent) ‘shogun Of The Dark’ Sound Design / Arrangement Ben Gulvin @ 750mph. Post Production The Mill Entered By ABBOTT MEAD VICKERS BBDO London A28/058 FUNDRAISING & APPEALS Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Creative Director

SOUTH AFRICA

WAKING UP THE NEIGHBOURHOOD POWA FEMALE ABUSE PREVENTION OGILVY JOHANNESBURG Fran Luckin Fran Luckin Fran Luckin//Robyn Bergmann/ Catherine Conradie Copywriter Taryn Scher Art Director Renier Zandburg Agency Producer Debbie Dannheisser Account Supervisor Louise Johnston Advertiser’s Supervisor Nonhlanha Mokwena Account Manager Shera Eshmade Production Company, City FRIEZE FILMS Johannesburg Producer Jo Barber Director Jonty Fine Editor Jonty Fine Sound Design / Arrangement Jo Anne Darling-Risi/Zak Binikos Post Production Fr’quency Entered By OGILVY JOHANNESBURG

B01/107 INTERNET FILM CAMPAIGN Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor Advertiser’s Supervisor Account Manager Production Company, City Producer Director Editor Music: Artist/Title Post Production Entered By B01/108 INTERNET FILM CAMPAIGN Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor Advertiser’s Supervisor Account Manager Production Company, City Producer Director Editor Music: Artist/Title Post Production Entered By B01/111 INTERNET FILM CAMPAIGN Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor

ARGENTINA

Advertiser’s Supervisor

HISTORY OF THE ISLAND DIESEL CLOTHING COLLECTION SANTO Buenos Aires Sebastián Wilhelm/Maximiliano Anselmo/ Pablo Minces Luis Ghidotti Sebastián Wilhelm/Pablo Minces/ Tomas Quartino Maximiliano Anselmo/Luis Ghidotti José Bustos/Ezequiel Ortiz/ Leandro Sussman/Antonio Vallarta Ignacio Diez Riccardo Bellini/Antonella Viero/ Samantha Bartoletti Sheila Suaya/Helena Binnie STINK DIGITAL London/LANDIA Buenos Aires Anna Smith Agustín Alberdi/Landia Pedro Maccarone Animal Music Che Revolution Post SANTO Buenos Aires

Account Manager Production Company, City Producer Director Editor Music: Artist/Title Post Production Entered By

ARGENTINA ANTHEM DIESEL CLOTHING COLLECTION SANTO Buenos Aires Sebastián Wilhelm/Maximiliano Anselmo/ Pablo Minces Luis Ghidotti Sebastián Wilhelm/Pablo Minces/ Tomas Quartino Maximiliano Anselmo/Luis Ghidotti José Bustos/Ezequiel Ortiz/ Leandro Sussman/Antonio Vallarta Ignacio Diez Riccardo Bellini/Antonella Viero/ Samantha Bartoletti Sheila Suaya/Helena Binnie STINK DIGITAL London/LANDIA Buenos Aires Anna Smith Agustín Alberdi Pedro Maccarone Animal Music Che Revolution Post SANTO Buenos Aires ARGENTINA LULLABY DIESEL CLOTHING COLLECTION SANTO Buenos Aires Sebastián Wilhelm/Maximiliano Anselmo/ Pablo Minces Luis Ghidotti Sebastián Wilhelm/Pablo Minces/ Tomas Quartino Maximiliano Anselmo/Luis Ghidotti José Bustos/Ezequiel Ortiz/ Leandro Sussman/Antonio Vallarta Ignacio Diez

B01/374 INTERNET FILM Title Advertiser Product Advertising Agency, City Chief Creative Officer Creative Director Copywriter Agency Producer Production Company, City Producer Director Editor Digital Strategist Entered By B01/384 INTERNET FILM Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Account Supervisor Production Company, City Producer Director Editor Music: Artist/Title Entered By B01/542 INTERNET FILM Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Director Editor Entered By

Riccardo Bellini/Antonella Viero/ Samantha Bartoletti Sheila Suaya/Helena Binnie STINK DIGITAL London/LANDIA Buenos Aires Anna Smith Agustín Alberdi Pedro Maccarone Animal Music Che Revolution Post SANTO Buenos Aires USA DEVIN AND GLENN OPPOSITION TO PROP 8 ORGANISATION IN SUPPORT OF GAY MARRIAGE SAATCHI & SAATCHI New York Gerry Graf Chris Beresford-Hill Chris Beresford-Hill/Gerry Graf John Doris FURLINED Santa Monica Diane Mcarter/Eriks Krumins/David Thorne Speck/Gordon Haines Hall Craig Poplar SAATCHI & SAATCHI New York NEW ZEALAND REAR VIEW GIRLS LEVI STRAUSS & CO CURVE ID JEANS COLENSO BBDO Auckland Nick Worthington Levi Slavin Levi Slavin/Jae Morrison/Kia Hiennen/ Zoe Hawkins Levi Slavin/Jae Morrison/Kia Hiennen/ Zoe Hawkins Group Account Director: Scott Coldham FLYING FISH Auckland James Moore/Sam Attenborough Jae Morrison Mike Hammond Amanda Blank Something Bigger Something Better COLENSO BBDO Auckland USA PROFILE THE GOVERNOR BORDER ACTION NETWORK PUBLIC SERVICE ANNOUNCEMENT Y&R New York Ian Reichenthal/Scott Vitrone Guillermo Vega/Kevin Brady David Canning/Patrick Conlon Adolfo Alcala/Mihail Aleksandrov Anna Browne Dave Herman Dave Herman Y&R New York

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FILM WINNERS 31 Bronze Awards A01/050 SAVOURY FOODS Title Advertiser Product Advertising Agency, City Creative Director Copywriter Art Director Agency Producer Production Company, City Producer Director Editor Music: Artist/Title Post Production Sound Entered By

UNITED KINGDOM

A01/051 SAVOURY FOODS Title Advertiser Product Advertising Agency, City Executive Creative Director Copywriter

UNITED KINGDOM

HAPPY BIRTHDAY HEINZ SOUPS AMV.BBDO London Steve Jones Simon Welch Matt Welch Lindsay Hughes RATTLING STICK London Kirsty Dye Andy Mcleod Richard Orrick Happy Birthday Big Buoy Parv Thind At Wave RATTLING STICK London

CATS WITH THUMBS ARLA CRAVENDALE MILK WIEDEN+KENNEDY London Tony Davidson And Kim Papworth Hollie Sayers/Freddie Powell/ Sam Heath/Chris Groom Art Director Hollie Sayers/Freddie Powell/ Sam Heath/Chris Groom Agency Producer Lucy Russell Planner Theo Izzard Brown Production Company, City SMITH AND JONES FILMS North Hollywood/MPC London Producer Philippa Smith Director Ulf Johansson Editor Russell Icke [the Whitehouse] Music: Artist/Title Music: Tonic Music Ltd/Composers: Multiverse Sound Design / Arrangement Sound Studio: Wave London/Engineer: Jack Sedgwick Post Production Matte Painter: Charlotte Tyson/Telecine: Jean Clement Soret/ Postproducer: Josh King [all Mpc] Animation Assist Nuke: Ryan Hadfield/ Heather Goodenough/Neil Griffiths Media Planning Carat Lead Flame/VFX Supervisor Kamen Markov Assist Flame Richard Mckeand Entered By WIEDEN+KENNEDY London A02/129 SWEET FOODS & SNACKS Title Advertiser Product Advertising Agency, City Executive Creative Director Copywriter Art Director Agency Producer Account Supervisor Account Manager Planner

UNITED KINGDOM CELEBRATION WARBURTONS TOASTIE/FARMHOUSE BREAD RAINEY KELLY CAMPBELL ROALFE/ Y&R London Mark Roalfe Mark Waldron David Godfree Jody Allison Nick Fokes Josh Harris Neasa Cunniffe/Ben Kay

Production Company, City

GORGEOUS London/ PIONEER PRODUCTIONS Budapest Editor Paul Watts Music: Artist/Title Millie Small « Tom Hark « Sound Design / Arrangement Munzie At Grand Central Post Production The Mill Entered By RAINEY KELLY CAMPBELL ROALFE/ Y&R London A02/130 SWEET FOODS & SNACKS Title Advertiser Product Advertising Agency, City Chief Creative Officer Senior Creative Directors Copywriter Art Director Executive Producer Music Producer Account Supervisor Production Company, City Director Editor Visual Effects Company Entered By

USA

A02/134 SWEET FOODS & SNACKS Title Advertiser Product Advertising Agency, City Chief Creative Officer Creative Director Copywriter Art Director Agency Producer Production Company, City Producer Director Editor Entered By

USA

A03/002 ALCOHOLIC DRINKS Title Advertiser Product Advertising Agency, City Executive Creative Director Copywriter Account Manager Planner Production Company, City Producer Director Entered By

JAPAN

A03/034 ALCOHOLIC DRINKS Title Advertiser Product Advertising Agency, City Executive Creative Director

THE NETHERLANDS

LOGGING MARS CHOCOLATE NORTH AMERICA SNICKERS CHOCOLATE BAR BBDO NEW YORK David Lubars Peter Kain/Gianfranco Arena Peter Kain Gianfranco Arena Amy Wertheimer Loren Parkins Kathryn Brown O POSITIVE FILMS New York Jim Jenkins Ian Mackenzie Mass Market BBDO NEW YORK

BORROW WRIGLEY SKITTLES SWEETS TBWA\CHIAT\DAY New York Mark Figliulo Jonathan Mackler Eric Fahrenkopf Anthony Decarolis Jason Souter SMITH AND JONES London Philippa Smith Ulf Johansson Gavin Cutler TBWA\CHIAT\DAY New York

TOAST MEN NIHON SHURUI HANBAI NICOLAS FEUILLATTE CHAMPAGNE DENTSU Tokyo Yoshimitsu Sawamoto Mayu Taguchi/Sohei Okano/Yuriko Taki Ikuko Wakiya/Yoshito Nakagawa Mayu Taguchi/Sohei Okano/Yuriko Taki DENTSU CREATIVE X Tokyo Tomonori Iida Jun Kawanishi DENTSU Tokyo

DATE HEINEKEN HEINEKEN WIEDEN+KENNEDY AMSTERDAM Mark Bernath/Eric Quennoy

Creative Director Copywriter Art Director Associate Producer Account Supervisor Advertiser’s Supervisor Account Manager Planner Production Company, City Producer Director Editor

Mark Bernath/Eric Quennoy Roger Hoard Alvaro Sotomayor Tony Stearns/Niko Koot Clay Mills Cyril Charzat/Sandrine Huijgen/Josefien Olij Dan Colgan Stuart Parkinson/Martin Weigel SONNY London Helen Kenny/Alicia Richards Fredrik Bond Tim Thorton-Allan/Spencer Ferszt/ Patric Ryan/Matthew Brady/Alex Wood Music: Artist/Title Mohammed Rafi - Jaan Pehechaan Ho Sound Design / Arrangement Grand Central/London Post Production The Mill/London Broadcast Director Erik Verheijen Account Director Jasmina Krnjetin Business Affairs Karen Crossley Entered By WIEDEN+KENNEDY AMSTERDAM A03/054 ARGENTINA ALCOHOLIC DRINKS CAMPAIGN Title PRESENTATION Advertiser ANHEUSER-BUSCH INBEV Product NORTE BEER Advertising Agency, City DEL CAMPO NAZCA SAATCHI & SAATCHI Buenos Aires Executive Creative Director Maxi Itzkoff/Mariano Serkin Creative Director Fernando Militerno Copywriter Diego Gueler Art Director Maxi Borrego Agency Producer Adrian Aspani/Camilo Rojas/Lucas Delenikas Account Supervisor Jaime Vidal Advertiser’s Supervisor Ricardo Fernandez/Eduardo Palacios/ Lucas Adur Account Manager Patricia Abelenda Production Company, City PRIMO Buenos Aires Producer Caro Cordini Director Felipe/Pancho Editor Mauro Carpinacci Sound Design / Arrangement Supercharango Post Production Mauro Carpinacci Entered By DEL CAMPO NAZCA SAATCHI & SAATCHI Buenos Aires A03/055 ARGENTINA ALCOHOLIC DRINKS CAMPAIGN Title DVD Advertiser ANHEUSER-BUSCH INBEV Product NORTE BEER Advertising Agency, City DEL CAMPO NAZCA SAATCHI & SAATCHI Buenos Aires Executive Creative Director Maxi Itzkoff/Mariano Serkin Creative Director Fernando Militerno Copywriter Diego Gueler Art Director Maxi Borrego Agency Producer Adrian Aspani/Camilo Rojas/Lucas Delenikas Account Supervisor Jaime Vidal Advertiser’s Supervisor Ricardo Fernandez/Eduardo Palacios/ Lucas Adur Account Manager Patricia Abelenda Production Company, City PRIMO Buenos Aires Producer Caro Cordini Director Felipe/Pancho Editor Mauro Carpinacci Sound Design / Arrangement Supercharango Post Production Mauro Carpinacci Entered By DEL CAMPO NAZCA SAATCHI & SAATCHI Buenos Aires

SATURDAY, JUNE 25,2011

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FILM WINNERS 33 A03/071 ALCOHOLIC DRINKS Title Advertiser Product Advertising Agency, City Chief Creative Officer Creative Director Copywriter Art Director Agency Producer Account Supervisor Advertiser’s Supervisor Planner Production Company, City Producer Director Editor Music: Artist/Title

UNITED KINGDOM

BEES MAGNERS MAGNERS ORIGINAL CIDER THE RED BRICK ROAD London Paul Weinberger Justin Tindall Matt Lee Pete Heyes Charles Crisp Oilver Clark Paul Bartlett Paul Hackett STINK London/CHEROKEE FILMS Auckland Nick Landon Ivan Zacharias Filip Malasek Composers Mark Campbell/Robert Taggart At One Music Company Sound Design / Arrangement Jungle - James Saunders Post Production The Mill Entered By THE RED BRICK ROAD London A05/026 ARGENTINA HOUSEHOLD: CLEANING PRODUCTS Title SAUSAGEFLAN Advertiser PROCTER & GAMBLE Product AYUDIN WASHING UP LIQUID Advertising Agency, City GREY ARGENTINA Buenos Aires Chief Creative Officer Sebastian Garin/Pablo Gil Executive Creative Director Daniel Fierro/Gonzalo Ricca Creative Director Hernan Kritzer/Rodrigo Greco Copywriter Lisandro Cardozo/Tomas Duhalde Art Director Lisandro Cardozo/Tomas Duhalde Agency Producer Juan Carlos Barrios/Jorge Ibañez Account Supervisor Jorge Villar/Simon Dukart Advertiser’s Supervisor Paulo Romeiro Account Manager Belen Fagalde Production Company, City REBOLUCION Buenos Aires Producer Jorge Larrain Director “el Oso” Salmoyraghi Sound Design / Arrangement Papamusic Entered By GREY ARGENTINA Buenos Aires A06/017 HOUSEHOLD: OTHER Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor Account Manager Production Company, City Producer Director Editor Sound Design / Arrangement Post Production Entered By

AUSTRALIA 3 IN 1 SELLEYS ADHESIVE, SEALANT & GAP FILLER BELGIOVANE WILLIAMS MACKAY Ultimo Rob Belgiovane Rob Belgiovane Rocky Ranallo Rob Belgiovane Rocky Ranallo Emma Friend Simon Hadfield Polly Blenkinship GOODOIL FILMS Sydney Claire Richards Fiona Mcghee Peter Barton Nylon Studios The Editors BELGIOVANE WILLIAMS MACKAY Ultimo

A07/032 GERMANY HOME APPLIANCES & FURNISHINGS Title SANTEC PRISON Advertiser SANYO VIDEO VERTRIEB Product SANTEC VIDEO SURVEILLANCE Advertising Agency, City SERVICEPLAN Munich Chief Creative Officer Alexander Schill Creative Director Maik Kaehler/Christoph Nann Copywriter Rudolf Novotny/Marc Vosshall Art Director Till Diestel Agency Producer Christoph Koehler Production Company, City COBBLESTONE FILMPRODUCTION Hamburg Producer Pieter Lony/Tanja Bruhn Director Axel Laubscher Post Production Sven Schoenmann/Tanja Bruhn Entered By SERVICEPLAN Munich A08/018 COSMETICS & BEAUTY Title Advertiser Product Advertising Agency, City Creative Director Copywriter Art Director Account Supervisor Advertiser’s Supervisor Account Manager Production Company, City Director Entered By

NORWAY

A10/028 PHARMACY Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Copywriter Art Director Agency Producer Account Supervisor Advertiser’s Supervisor Planner Production Company, City Executive Producer Production House Producer Director Editor Sound Design / Arrangement Other Credits

CANADA

Entered By A10/032 PHARMACY Title Advertiser Product Advertising Agency, City Copywriter Art Director Agency Producer Account Supervisor

SHOWER LIKE A MAN CEDERROTH ASAN TRIPLE SHOWER GEL LOS & CO Oslo Maria Myhre/Marianne Knutsen Marianne Knutsen Maria Myhre Jan Johnsen Helge Holdhus Elisabeth Skogen Helland EINAR FILM & FORTELLINGER Oslo Guri Neby LOS & CO Oslo

GOLF PFIZER CANADA VIAGRA TAXI Toronto Steve Mykolyn Jason McCann Mark Lewis Nicole Ellerton Alina Prussky Kate Horne Ashley Coughlin Media Agency Planner: Jill Appelbaum GO FILM Hollywood/STEAM FILMS Toronto Gary Rose/Krista Marshall Leah Fleishmann Christopher Guest Brian Williams Terry O’Reilly, Pirate Compositor/Online: Crush/Colourist/ Transfer: Notch TAXI Toronto ITALY TENNIS BAYER FITOSONNO SLEEPING TABLETS JWT ITALIA Milan Paolo Cesano, Bruno Bertelli Flavio Mainoli, Cristiana Bocassini Cecilia Barberis Giovanna Curti

Production Company, City Producer Director Music: Artist/Title Entered By

DIAVIVA Reggio Emilia Alain Sanyas Veronica Mengoli Paul Mottram / Veiled in satin DIAVIVA Reggio Emilia

A11/012 USA CLOTHING, FOOTWEAR & ACCESSORIES Title THROWDOWN Advertiser NIKE Product FREE RUNNING AND TRAINING FOOTWEAR Advertising Agency, City WIEDEN+KENNEDY Portland Chief Creative Officer Dan Wieden/John Jay Executive Creative Director Mark Fitzloff/Susan Hoffman Creative Director Alberto Ponte/Ryan O’Rourke Copywriter Dylan Lee Art Director Stuart Brown Agency Producer Jennifer Dennis Account Supervisor Courtney Nelson/Vanessa Miller Advertiser’s Supervisor Alex Lopez/Andy Whiteside Planner Rebecca Stambanis/Conner Huber Production Company, City RSA FILMS Los Angeles Executive Producer Tracie Norfleet Line Producers Casper Delaney/Michele Abbott Director Jake Scott Editor Brad Waskewich Music: Artist/Title The Human Beinz/»Nobody But Me» Sound Design / Arrangement Gus Koven (Stimmung) Post Production Spot Welders Other Credits Music Supervision: Hum Entered By WIEDEN+KENNEDY Portland A13/103 CARS Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer

NEW ZEALAND

A13/153 CARS Title Advertiser Product Advertising Agency, City Creative Director Copywriter Art Director Agency Producer

THE NETHERLANDS

MILK RUN VOLKSWAGEN VW DDB GROUP NEW ZEALAND Auckland Toby Talbot Adam Kanzer Natalie Knight Gavin Siakimotu Judy Thompson/Chloe Sutherland/ Tania Jeram Account Supervisor Scott Wallace Advertiser’s Supervisor Dean Sheed/Denise Goodwin Account Manager Joni Liggins Planner Lucinda Sherborne Production Company, City ROBBERS DOG FILM Auckland Producer Anna Stuart Director Sam Peacocke Editor Richard Learoyd Music: Artist/Title Acetate Zero/»dry» Licensed By Level Two Sound Design / Arrangement David Liversidge/Liquid Studios Post Production Paul Dickinson/Digital Post Entered By DDB GROUP NEW ZEALAND Auckland

OLD LADY PON’S AUTOMOBIELHANDEL VW GOLF DDB AMSTERDAM Dylan De Backer/Joris Kuijpers Dylan De Backer Joris Kuijpers Yuka Kambayashi

SATURDAY, JUNE 25,2011

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COMMERCIALS AND PRODUCTION SERVICES MILAN · ROME · MADRID · DUBAI · ZZZ ÀOPPDVWHU FRP

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FILM WINNERS 35 Advertiser’s Supervisor Account Manager Production Company, City Producer Director DOP/Lighting/Cameraman Editor Music: Artist/Title Sound Design / Arrangement Post Production Entered By

Jasper Van Der Bijl/Menno Van De Gronden Miriam Van Dijk CZAR.NL Amsterdam Hein Scheffer Bart Timmer Wouter Westendorp Annelien Wijnbergen - The Ambassadors The Ambassadors Sound The Ambassadors Sound The Ambassadors DDB AMSTERDAM

A13/162 CARS Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor Account Manager Planner Production Company, City Producer Director Editor Post Production Entered By

AUSTRALIA CHANGE ROOMS VOLKSWAGEN VW PASSAT DDB Sydney Dylan Harrison Steve Wakelam Karen Ferry Adam Ledbury Claire Seffrin Nicole Taylor Dave Murphy Nick Andrews THE SWEET SHOP Sydney Tony Tverdick Steve Ayson The Editors Fin DDB Sydney

A15/032 AUSTRALIA HOME ELECTRONICS & AUDIO-VISUAL Title NO EXPERT Advertiser PANASONIC Product G2-DIGITAL CAMERA Advertising Agency, City THE CAMPAIGN PALACE Sydney Creative Director Cameron Hoelter Copywriter Hywel James/Nic Buckingham Art Director Nic Buckingham/Hywel James Agency Producer Katrina Maw Account Supervisor Melissa Gill Account Manager Ali Gordon Production Company, City PRODIGY Sydney Producer Luke Copeland Director Tim Bullock Sound Design / Arrangement Nylon Entered By THE CAMPAIGN PALACE Sydney A16/011 RETAIL STORES Title Advertiser Product Advertising Agency, City Creative Director Copywriter Art Director Agency Producer Account Manager Planner Production Company, City Producer Director Music: Artist/Title

DENMARK THE-HI-SWEETIE-UNCLE-BOB-IS-GOINGTO-BORROW-THE-UPPER-BUNK-TEST IKEA HOME FURNISHING HJALTELIN STAHL & CO. Copenhagen Nicolai Stahl Nicolai Stahl Anne Sophie-Hansen/Peter Strange Charlotte Esmann Lisa Beith Fischer Frederik Bierfreund PEGASUS PRODUCTION Copenhagen Martin Elley Niels Gråbøl Supersonic

Sound Design / Arrangement Set Designer Sound Engineer Entered By

Supersonic Peter Grant Jan Juhler HJALTELIN STAHL & CO. Copenhagen

A16/087 RETAIL STORES Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor Production Company, City Producer Director Entered By

UNITED KINGDOM

A16/107 RETAIL STORES Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor Advertiser’s Supervisor Account Manager Planner Production Company, City Producer Director Editor Sound Design / Arrangement Entered By

USA

A16/119 RETAIL STORES Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor Advertiser’s Supervisor Production Company, City Producer Director Editor Sound Design / Arrangement Post Production Entered By

SOUTH AFRICA

MUMS DEBENHAMS DEPARTMENT STORE JWT LONDON London Russell Ramsey Nicholla Longley Simon Horton/Hannah Ford Hannah Ford/Simon Horton Roy Swansborough Alex Clarke BARE FILMS London Helen Hadfield Joanna Bailey JWT LONDON London

YAY GAMESTOP RETAIL STORE THE RICHARDS GROUP Dallas Stan Richards David Canright Lynda Hodge Joey Googe Greg Smith Dan Calhoun Ben Myers Ashley Sheetz Chris Carreker Brian Kress HUNGRY MAN New York Kevin Byrne/Cindy Becker/Mino Jarjoura Brian Billow Marc Stone Matt Cimino HUNGRY MAN New York

CHAIN MAIL EXCLUSIVE BOOKS E MAIL FOR DUMMIES OGILVY JOHANNESBURG Fran Luckin Fran Luckin Bridget Johnson David Kreuger Marian Bryan Tsakane Mhlangwane Caree Ferrari Fred Withers JUMP Cape Town Janet Sender Michael Middleton Saki Berg Fine Tunes Warren Burley Left Post OGILVY JOHANNESBURG

A18/026 JAPAN TRAVEL, TRANSPORT & TOURISM Title THE 250KM WAVE Advertiser KYUSHU RAILWAY COMPANY Product BULLET TRAIN Advertising Agency, City DENTSU Tokyo Creative Director Yuya Furukawa Copywriter Takuya Isojima/Hirokazu Ueda Art Director Atsushi Oogi/Urara Mano Agency Producer Hikaru Ikeuchi/Mariko Shitara Account Supervisor Takafumi Nogami Advertiser’s Supervisor Yosuke Yamamoto/Hiroko Kaku Account Manager Kenichi Mizunoo Planner Atsushi Oogi/Kota Tohata/Sayaka Arimoto Production Company, City ENGINE FILM Tokyo/T & E Fukuoka Producer Yohei Tanaka/Tsuguto Shiraishi Director Tsuguhisa Tanaka Editor Katsuaki Muka Music: Artist/Title Maia Hirasawa/Boom! Sound Design / Arrangement Katsuya Yamada Post Production T & E Inc. Entered By DENTSU Tokyo A18/027 NORWAY TRAVEL, TRANSPORT & TOURISM Title WHOEVER YOU ARE Advertiser NETTBUSS Product BUS TRAVEL Advertising Agency, City LOS & CO Oslo Chief Creative Officer Ragnar Roksvåg/Jo Espen Johansen Executive Creative Director Ragnar Roksvåg/Jo Espen Johansen Creative Director Ragnar Roksvåg/Jo Espen Johansen Copywriter Ragnar Roksvåg Art Director Jo Espen Johansen Account Supervisor Jan Johnsen/Jan Christian Fosseidbråten Advertiser’s Supervisor Ståle Nistov/Dag Bones Account Manager Elisabeth Helland Planner Ragnar Roksvåg/Jo Espen Johansen Production Company, City SOCIAL CLUB Stockholm Director Morten Tylldum Entered By LOS & CO Oslo A18/055 SWITZERLAND TRAVEL, TRANSPORT & TOURISM Title SWITZERLAND - MORE THAN MOUNTAINS Advertiser SWITZERLAND TOURISM Product TOURISM/TRAVEL Advertising Agency, City SPILLMANN/FELSER/LEO BURNETT Zürich Executive Creative Director Martin Spillmann/Peter Brönnimann Copywriter Peter Brönnimann Art Director Dana Wirz Agency Producer Suzana Kovacevic Account Supervisor Rolf Zimmermann Production Company, City CONDOR FILMS Zürich Director Michael Fueter Sound Design / Arrangement Spacetrain Entered By SPILLMANN/FELSER/LEO BURNETT Zürich A19/104 ENTERTAINMENT & LEISURE Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter

ARGENTINA VICTOR SONY PLAYSTATION DEL CAMPO NAZCA SAATCHI & SAATCHI Buenos Aires Maxi Itzkoff/Mariano Serkin Joaquin Espagnol/Miguel Usandivaras Joaquin Espagnol

SATURDAY, JUNE 25,2011

D7-AD:Layout 1 24/06/11 19:36 Page 36

T H E I N T E L L I G E N T WAY T O

WIDESPREAD in Africa is the belief that one should raise one’s bed (or in this case the equally KWUNWZ\IJTM +PM[\MZÅMTL [WNI \W prevent the unwelcome advances of little spirits called Tokoloshes. Some Europeans may find this XZIK\Q[M I \ZQÆM [\ZIVOM · aM\ _QTT \PQVS VW\PQVO WN KZW[[QVO ÅVOMZ[ touching wood or even donning a favourite pair of underpants to bring good luck. Superstitions, it’s clear, take many forms and guises. As do bricks.

Take the BRIC acronym. Coined in 2001 by Jim O’Neil of Goldman Sachs, he predicted that by 2014 four key emerging economies, Brazil, China, India and Russia, would account for over 60% of global growth. (To his lasting credit he settled on BRICs and not CRIBs). Historically, South Africa sat on the sidelines, no doubt marvelling at the power and status wielded by this supreme quartet. Then, late last year, something

remarkable happened. Arguably, something even more significant \PIV PW[\QVO \PM ÅZ[\ .1.) ?WZTL Cup on African soil. Along with the Christmas cards, an invitation arrived on the desk of South African President Jacob Zuma. It was from the Chinese President, Hu Jintao, requesting South Africa joins the BRICs group of major emerging markets. BRICs becomes BRICS. And the simple metamorphosis of the

letter ‘s’ from lower to upper case will almost certainly alter the entire destiny of a continent. At The Jupiter Drawing Room (South Africa), an agency that is SA born and bred, we celebrated with wild aplomb on our agency heirloom; an original Chesterfield sofa (our first item of furniture remains convincingly emblematic of the creativity and craftsmanship at the heart of the agency). We concur with the sentiments expressed by the International

D7-AD:Layout 1 24/06/11 19:36 Page 37

BUILD YOUR BRAND IN AFRICA.

Marketing Council, who see the BRICS announcement as recognition that South Africa is the gateway to a continent of one billion consumers undergoing astonishing economic transformation. In March last year a Newsweek feature proclaimed: ‘Africa – The New India – How an Economic Explosion is Transforming the Continent’. Africa now has the highest rate of growth outside Asia. Africans are already richer than Indians.

Dear old Jim O’Neil himself predicts the combined GDP of the eleven largest African economies could reach US$13 trillion by 2050, making them bigger than Brazil and Russia. And, for good measure, The New York Times reports that by 2040 Africa’s workforce (aged 16 to 64 years old) is likely to reach 1,2 billion, making it bigger than those of China and India! Clearly, marketers can no longer ignore the significance of

Africa as a vibrant melting pot of burgeoning consumers. And that’s where we come in. If you have aspirations for your brand in Africa, doesn’t it make sense to talk to an agency that’s had a modicum of success building its own there? Last year, FinWeek’s AdReview declared The Jupiter Drawing Room (South Africa), to be the first independent to win the Overall Agency of the Decade crown. We like to believe this was, in

part, recognition for our twenty years at the coal face, successfully building brands on the world’s second largest continent. Why not e-mail gvwarsop@jupiter.co.za? As we see it, along with an understanding of each market (superstitions included) bricks and BRICS will, for different reasons, provide the right foundations. But when you’re exposed to our credentials, you’ll hopefully discover that for yourself. On the Chesterfield. Of course.

D7-AD:Layout 1 24/06/11 21:03 Page 38

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D7-17-41 Film Winners BAT:25•01 front 25/06/11 02:19 Page 39

FILM WINNERS 39 Art Director Agency Producer Account Supervisor Advertiser’s Supervisor Account Manager Planner Production Company, City Producer Director Music: Artist/Title

Miguel Usandivaras Adrián Aspani/Lucila D’Amico Reinier Suarez/Ana Bogni Mark Stanley/Rossana Schach Joseph Baide Jessica Wildman GARLIC FILMS Madrid Alvaro Gorospe/Irene Nuñez Palma Marcelo Burgos Frank Sinatra (EMI Music) “Young At Heart”/ Leigh/Richards (Peer Music) Sound Design / Arrangement Sonomedia Post Production Serena Entered By DEL CAMPO NAZCA SAATCHI & SAATCHI Buenos Aires A19/149 ENTERTAINMENT & LEISURE Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor Advertiser’s Supervisor Account Manager Production Company, City Producer Director Music: Artist/Title Post Production Head Of Digital And Brand Content Entered By

FRANCE BLOCK PROJECT MATTEL FRANCE SCRABBLE OGILVY FRANCE Paris Chris Garbutt Christian Reuilly Baptiste Clinet/Nicolas Lautier/Florian Bodet Baptiste Clinet/Nicolas Lautier/Florian Bodet Laure Bayle Benoit De Fleurian Daphné Gerenton Xavier Delaporte PARANOID PROJECTS Paris Mélanie Robert Kaminka Les Vikings Studio Apollo Mikros Image Frédéric Levron OGILVY FRANCE Paris

A19/173 FRANCE ENTERTAINMENT & LEISURE CAMPAIGN Title HAKA Advertiser PMU Product ONLINE SPORTS BETTING Advertising Agency, City PUBLICIS CONSEIL Paris Chief Creative Officer Olivier Altmann Copywriter Marc Rosier Art Director Jean-Marc Tramoni Agency Producer Timothe Rosenberg/Pierre Marcus (Wam) Account Supervisor Jean-Patrick Chiquiar/Eleonore Mabille Advertiser’s Supervisor Benoit Cornu/Cyrille Giraudat/ Christel Mulet Querner/Martin Terrier Account Manager Jean-Patrick Chiquiar/Eleonore Mabille Production Company, City MJZ Los Angeles Producer Amy Appleton/Blue Source Sound Design / Arrangement Laurent Favard/Boris Jeanne (Wam) Post Production The Mill Entered By PUBLICIS CONSEIL Paris A19/174 FRANCE ENTERTAINMENT & LEISURE CAMPAIGN Title TENNIS Advertiser PMU Product ONLINE SPORTS BETTING Advertising Agency, City PUBLICIS CONSEIL Paris Chief Creative Officer Olivier Altmann Copywriter Marc Rosier Art Director Jean-Marc Tramoni Agency Producer Timothe Rosenberg/Pierre Marcus (Wam) Account Supervisor Jean-Patrick Chiquiar/Eleonore Mabille Advertiser’s Supervisor Benoit Cornu/Cyrille Giraudat/ Christel Mulet Querner/Martin Terrier Account Manager Jean-Patrick Chiquiar/Eleonore Mabille Production Company, City MJZ Los Angeles Producer Amy Appleton/Blue Source Sound Design / Arrangement Laurent Favard/Boris Jeanne (Wam) Post Production The Mill Entered By PUBLICIS CONSEIL Paris A20/019 USA PUBLICATIONS & MEDIA CAMPAIGN Title SPY - OVECHKIN Advertiser ESPN Product SPORTSCENTER Advertising Agency, City WIEDEN+KENNEDY New York Executive Creative Director Kevin Proudfoot/Jerome Austria Creative Director Brandon Henderson/Stuart Jennings Copywriter Scott Hayes Art Director Gary Van Dzura Agency Head Of Content Production Gary Krieg Agency Producer Kelly Dage Account Supervisor Brandon Pracht/Casey Bernard/Ken Fineo Advertiser’s Supervisor Seth Ader/Senior Director/ Sports Marketing/Espn

Production Company, City Producer

O POSITIVE FILMS New York Ralph Laucella/ Marc Grill (Executive Producer) Director David Shane Editor Andrew Robertson Sound Design / Arrangement Philip Loeb, Sound Lounge (Mixer) Post Production The Mill (Telecine/Color Correction And Online/Conform Company) Entered By WIEDEN+KENNEDY New York A20/020 USA PUBLICATIONS & MEDIA CAMPAIGN Title OCTAGON - ST. PIERRE Advertiser ESPN Product SPORTSCENTER Advertising Agency, City WIEDEN+KENNEDY New York Executive Creative Director Kevin Proudfoot/Jerome Austria Creative Director Brandon Henderson/Stuart Jennings Copywriter Scott Hayes Art Director Gary Van Dzura Agency Head Of Content Production Gary Krieg Agency Producer Kelly Dage Account Supervisor Brandon Pracht/Casey Bernard/Ken Fineo Advertiser’s Supervisor Seth Ader/Senior Director/ Sports Marketing/Espn Production Company, City O POSITIVE FILMS New York Executive Producer Ralph Laucella/Marc Grill Director David Shane Editor Andrew Robertson Sound Design / Arrangement Philip Loeb Of Sound Lounge (Mixer) Post Production The Mill (Telecine/Color Correction And Online/Conform Company) Entered By WIEDEN+KENNEDY New York A20/021 USA PUBLICATIONS & MEDIA CAMPAIGN Title COPIER - LANDON DONOVAN Advertiser ESPN Product SPORTSCENTER Advertising Agency, City WIEDEN+KENNEDY New York Executive Creative Director Kevin Proudfoot/Todd Waterbury Creative Director Stuart Jennings/Kevin Proudfoot Copywriter Josh Dimarcantonio/Luke Behrends/ Joe Ventura Art Director Stuart Jennings Agency Head Of Content Production Gary Krieg Agency Producer Kelly Dage Account Supervisor Rich Weinstein/Casey Bernard/ Brian D’Entremont/Yosef Johnson Advertiser’s Supervisor Seth Ader/Senior Director/ Sports Marketing/Espn Production Company, City O POSITIVE FILMS New York Executive Producer Ralph Laucella Director David Shane Editor Eric Gross Sound Design / Arrangement Rob Difondi Of Audio Engine (Mixer) Post Production The Mill (Telecine/Color Correction And Online/Conform Company) Entered By WIEDEN+KENNEDY New York A20/136 PUBLICATIONS & MEDIA Title Advertiser Product Advertising Agency, City Creative Director

BRAZIL

BALLOONS MTV MTV LODUCCA Sao Paulo Guga Ketzer/Cassio Moron/ Marco Monteiro/Pedro Guerra Copywriter Dulcidio Caldeira/André Faria/Guga Ketzer Art Director Dulcidio Caldeira/André Faria/Guga Ketzer Agency Producer Ana Luisa André/Karina Vadaz/Sid Fernandes Account Supervisor Sabrina Spinelli/Gisele Kumruian Advertiser’s Supervisor Wagner Gorab/Lilian Chwartzmann/ Ana Penteado Account Manager Carmen Assumpção Planner Isabella Mulholland/Mariana Quintanilha Production Company, City PARANOIDBR São Paulo/ RAW PRODUTORA DE AUDIO São Paulo Producer Egisto Betti/Paranoid Team Director Dulcidio Caldeira Editor Dulcidio Caldeira Music: Artist/Title Raw Produtora De Audio Sound Design / Arrangement Raw Produtora De Audio Post Production Sindicato VFX Animation Daniel Semanas Other Credits Daniel Semanas - Illustrator Entered By LODUCCA Sao Paulo

A21/040 THAILAND BANKING, INVESTMENT & INSURANCE CAMPAIGN Title MOTORCYCLE Advertiser CFG SERVICES Product SRISAWAD TRANSPORT LOAN Advertising Agency, City GENESIS 12 Bangkok Executive Creative Director Genesis 12 Agency Producer Sitsada Janyakoon Advertiser’s Supervisor Tanyapong Thamavaranukupt/ Piyasak Ukritnukun/Nutthanun Vichaidith Production Company, City PHENOMENA Bangkok Director Thanonchai Sornsrivichai Editor Manop Entered By CFG Services Bangkok A21/041 THAILAND BANKING, INVESTMENT & INSURANCE CAMPAIGN Title TRUCK Advertiser CFG SERVICES Product SRISAWAD TRANSPORT LOAN Advertising Agency, City CFG Services Bangkok Executive Creative Director Genesis 12 Agency Producer Sitsada Janyakoon Advertiser’s Supervisor Tanyapong Thamavaranukupt/ Piyasak Ukritnukun/Nutthanun Vichaidith Production Company, City PHENOMENA Bangkok Director Thanonchai Sornsrivichai Editor Manop Entered By CFG Services Bangkok A21/048 FRANCE BANKING, INVESTMENT & INSURANCE Title HEARTS Advertiser FINANCIéRE DE L’ÉCHIQUIER Product ASSET MANAGEMENT Advertising Agency, City MARCEL Paris Chief Creative Officer Anne De Maupeou/Véronique Sels/ Sébastien Vacherot Executive Creative Director Anne De Maupeou/Véronique Sels/ Sébastien Vacherot Creative Director Eric Jannon/Dimitri Guerassimov Copywriter Eric Jannon Art Director Dimitri Guerassimov Agency Producer Timothe Rosenberg/Nathalie Levincent/ Pierre Marcus/Wam Chief Executive Officer Arthur Sadoun Account Manager Emilie De Saint Martin Production Company, City WANDA PRODUCTIONS Saint-Denis La Plaine Cedex Producer Claude De Fayolle/Patrick Barbier Director Xavier Mairesse Editor Sam Danesi Sound Design / Arrangement Wam Post Production Wam/Reepost Entered By MARCEL Paris A21/058 USA BANKING, INVESTMENT & INSURANCE CAMPAIGN Title LAWN GAME Advertiser ALLSTATE Product INSURANCE Advertising Agency, City LEO BURNETT CHICAGO Chief Creative Officer Susan Credle Executive Creative Director Jeanie Caggiano/Charley Wickman Creative Director Britt Nolan/Jo Shoesmith Copywriter Josh Mizrachi/Matt Miller Art Director Greg Nobles Agency Producer Veronica Puc/Bryan Litman Account Supervisor Nina Abnee/Susan Stefaniak Account Manager Nick Prihoda Production Company, City EPOCH FILMS Beverly Hills/MASSMARKET New York/ANOTHER COUNTRY Chicago Producer Charlie Cocuzza/Martha Davis/Lisa Margulis Director Phil Morrison Editor Matthew Wood Sound Design / Arrangement John Binder Visual Effects Producers Angela Bowen/Sarah Eim/Luisa Murray Entered By LEO BURNETT CHICAGO A21/059 USA BANKING, INVESTMENT & INSURANCE CAMPAIGN Title TEEN DRIVER Advertiser ALLSTATE Product INSURANCE Advertising Agency, City LEO BURNETT CHICAGO Chief Creative Officer Susan Credle Executive Creative Director Jeanie Caggiano/Charley Wickman Creative Director Britt Nolan Copywriter Matt Miller Art Director Chris Rodriguez Agency Producer Veronica Puc/Bryan Litman Account Supervisor Nina Abnee/Susan Stefaniak

SATURDAY, JUNE 25,2011

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D7-17-41 Film Winners BAT:25•01 front 25/06/11 02:19 Page 41

FILM WINNERS 41 Account Manager Production Company, City

Lauren Gibbs EPOCH FILMS Beverly Hills/MASSMARKET New York/ANOTHER COUNTRY Chicago Producer Charlie Cocuzza/Suzanne Hargrove/ Lisa Margulis Director Phil Morrison Editor Haines Hall Sound Design / Arrangement John Binder Visual Effects Producers Angela Bowen/Jamie Scott/Kyle Write Entered By LEO BURNETT CHICAGO

Creative Director Copywriter Art Director Agency Producer Advertiser’s Supervisor

A22/024 CANADA BUSINESS EQUIPMENT & SERVICES Title CHANGE Advertiser FEDEX Product NON-RUSH SHIPPING Advertising Agency, City BBDO CANADA Toronto Executive Creative Director Peter Ignazi/Carlos Moreno Copywriter Chris Joakim Art Director Mike Donaghey Agency Producer Christie Gawenda Account Supervisor Eva Moskovitz/Melissa Kohn Advertiser’s Supervisor Susan Hayes Account Manager Martina Ivsak Production Company, City OPC Toronto/PROXIMITY CANADA Producer Rick Jarjoura Director Tim Godsall Editor Griff Henderson Sound Design / Arrangement Grayson Mathews Online/SFX Dashing Collective Colour Wade Odlum Entered By BBDO CANADA Toronto

A23/227 INDIA COMMERCIAL PUBLIC SERVICES Title ENDLESS GOODBYE Advertiser BHARTI AIRTEL Product VIDEO CALL SERVICE Advertising Agency, City JWT Gurgaon Chief Creative Officer Adrian Miller Executive Creative Director Adrian Miller Creative Director Adrian Miller Copywriter Adrian Miller Art Director Adrian Miller Agency Producer Suprotim Day Account Supervisor Neetika Agarwal Advertiser’s Supervisor Anuradha Sehgal Account Manager Maneesh Rangra Planner Didi Sutisna Production Company, City INDEPENDENT London Producer Dominic Wilcox Director Phillippe Andre DOP/Lighting/Cameraman Robert Papais Editor Joe Guest Music: Artist/Title Ludovico Einaudi Post Production Mpc/London Entered By JWT Mumbai

A23/111 USA COMMERCIAL PUBLIC SERVICES CAMPAIGN Title LOVE MATCH Advertiser DIRECTV Product SATELLITE TV Advertising Agency, City GREY NEW YORK Chief Creative Officer Tor Myhren Executive Creative Director Todd Tilford/Perry Fair (Digital) Creative Director Denise O’bleness Copywriter Heather English Agency Producer Andrew Chinich/Lindsay Myers/ Bennett Mccarroll Account Supervisor Maureen Maldari/Alison Monk/ Tamar Arslanian/Rosemary Chakko/ Adam Clark/Dustin Newman Account Manager Project Manager: Joanne Peters Planner Pele Cortizo-Burgess/Ian Daly Production Company, City MJZ Los Angeles/MPC Los Angeles Producer Eric Stern/Alicia Richards Director Fredrik Bond Music: Artist/Title Comma Sound Design / Arrangement Haines Hall/Mjz Post Production Lynne Mannino/Spot Welders Michelle Gertz Casting Director Entered By GREY NEW YORK A23/113 USA COMMERCIAL PUBLIC SERVICES CAMPAIGN Title ROBOTS Advertiser DIRECTV Product SATELLITE TV Advertising Agency, City GREY NEW YORK Chief Creative Officer Tor Myhren Executive Creative Director Todd Tilford/Perry Fair (Digital) Creative Director Denise O’bleness Agency Producer Andrew Chinich/Lindsay Myers/ Bennett Mccarroll Account Supervisor Maureen Maldari/Alison Monk/ Tamar Arslanian/Rosemary Chakko/ Adam Clark/Dustin Newman Account Manager Project Manager: Joanne Peters Planner Pele Cortizo-Burgess/Ian Daly Production Company, City MJZ Los Angeles/MPC Los Angeles Producer Eric Stern/Laurie Boccaccio Director Rupert Sanders Editor Neil Smith/Spot Welders La Music: Artist/Title Atticus Ross Sound Design / Arrangement Jay Jennings Post Production Lynne Mannino/Spot Welders Michelle Gertz Casting Director Entered By GREY NEW YORK A23/193 BRAZIL COMMERCIAL PUBLIC SERVICES Title BEDROOM Advertiser EMBRATEL Product EMBRATEL Advertising Agency, City ALMAPBBDO São Paulo Chief Creative Officer Marcello Serpa Executive Creative Director Marcello Serpa

Luiz Sanches Gustavo Sarkis/Andre Kassu Renato Fernandez Vera Jacinto/Gabriel Dagostini Oscar Ferreira/Alessandro Zanetti/ Luciane Nery Production Company, City LUX FILMES São Paulo Director Beto Salatini Sound Design / Arrangement A Voz Do Brasil Entered By ALMAPBBDO São Paulo

A23/237 USA COMMERCIAL PUBLIC SERVICES Title GOOGLE INSTANT WITH BOB DYLAN Advertiser GOOGLE Product GOOGLE INSTANT SEARCH Advertising Agency, City JOHANNES LEONARDO New York Chief Creative Officer Jan Jacobs/Leo Premutico Agency Producer Matthew Mattingly Production Company, City LOST PLANET New York Entered By JOHANNES LEONARDO New York A23/257 USA COMMERCIAL PUBLIC SERVICES CAMPAIGN Title HOT HOUSE Advertiser DIRECTV Product SATELLITE TV Advertising Agency, City GREY NEW YORK Chief Creative Officer Tor Myhren Executive Creative Director Todd Tilford/Perry Fair (Digital) Creative Director Denise O’Bleness/Luis Romero Agency Producer Andrew Chinich/Lindsay Myers/ Bennett Mccarroll Account Supervisor Maureen Maldari/Beth Culley/ Tamar Arslanian/Rosemary Chakko/ Adam Clark/Dustin Newman Account Manager Project Manager: Joanne Peters Planner Pele Cortizo-Burgess/Ian Daly Production Company, City BISCUIT FILMWORKS Los Angeles/ MPC Los Angeles Producer Colleen O’Donnel/Shawn Lacy/Jay Veal Director Noam Murro Editor Haines Hall/Spot Welders Sound Design / Arrangement Kim Christensen Post Production Lynne Mannino/Spot Welders Casting Jerry Saviola Entered By GREY NEW YORK A23/262 TURKEY COMMERCIAL PUBLIC SERVICES CAMPAIGN Title GLADIATOR Advertiser TTNET Product IPTV TIVIBU DUBBED FILMS Advertising Agency, City TBWA\ISTANBUL Executive Creative Director Ilkay Gurpinar Creative Director Volkan Karakasoglu Copywriter Volkan Karakasoglu Art Director Guney Soykan Agency Producer Zeynep Bildirgen Account Supervisor Ipek Turkili Advertiser’s Supervisor Balca Bicakci Ucan Account Manager Esra Yaral Planner Tugyan Celik/Toygun Yilmazer Production Company, City IMAJ Istanbul Director VOLKAN KARAKASOGLU Entered By TBWA\ISTANBUL

A23/263 TURKEY COMMERCIAL PUBLIC SERVICES CAMPAIGN Title LETHAL WEAPON 3 Advertiser TTNET Product IPTV TIVIBU DUBBED FILMS Advertising Agency, City TBWA\ISTANBUL Executive Creative Director Ilkay Gurpinar Creative Director Volkan Karakasoglu Copywriter Volkan Karakasoglu Art Director Guney Soykan Agency Producer Zeynep Bildirgen Account Supervisor Ipek Turkili Advertiser’s Supervisor Balca Bicakci Ucan Account Manager Esra Yaral Planner Tugyan Celik/Toygun Yilmazer Production Company, City IMAJ Istanbul Director VOLKAN KARAKASOGLU Entered By TBWA\ISTANBUL A24/028 CORPORATE IMAGE Title Advertiser Product Advertising Agency, City Creative Director Copywriter Art Director Agency Producer Account Supervisor Production Company, City Producer Director Entered By

SPAIN

A24/116 CORPORATE IMAGE Title Advertiser Product Advertising Agency, City Chief Creative Officer Copywriter Art Director Production Company, City Producer Director Entered By

INDIA

A26/020 PUBLIC HEALTH & SAFETY Title Advertiser Product

UNITED KINGDOM

SHINE NIKE NIKE SPORTSWEAR VILLARROSÀS Barcelona Oriol Villar/Isahac Oliver/Richard Browse Isahac Oliver Nacho Ginestra/Oriol Gil Melanie Andrada Juan Badilla TESAURO Madrid Nacho García Erik Morales VILLARROSÀS Barcelona

SILENT NATIONAL ANTHEM RELIANCE MEDIA WORKS CINEMAS MUDRA COMMUNICATIONS Mumbai Bobby Pawar Bobby Pawar Deepak Singh CHROME PICTURES Mumbai Hemant Bhandari/Aaliyak Sen Sharma Amit Sharma MUDRA COMMUNICATIONS Mumbai

REACTIONS TIME TO CHANGE MENTAL HEALTH DISCRIMINATION AWARENESS Advertising Agency, City DARE London Chief Creative Officer Danny Brooke-Taylor Executive Creative Director Danny Brooke-Taylor Creative Director Danny Brooke-Taylor Copywriter Matt Lever Art Director Helen Board Agency Producer Sophie Jones Account Supervisor David Mannall Advertiser’s Supervisor David Mannall Account Manager Natalie Tobin Planner Ben Armistead Production Company, City BLINK PRODUCTIONS London Producer Georgina Filmore Director Tom Tagholm DOP/Lighting/Cameraman Luke Scott Editor Tim Hary Sound Design / Arrangement Parv Thind @ Wave Studios Post Production The Mill Entered By DARE London A27/001 SINGAPORE PUBLIC AWARENESS MESSAGES Title FATHER & SON Advertiser MINISTRY OF COMMUNITY DEVELOPMENT/ NATIONAL FAMILY COUNCIL Product FILIAL PIETY Advertising Agency, City LEO BURNETT GROUP SINGAPORE Executive Creative Director Chris Chiu Copywriter Chris Chiu Art Director Chris Chiu Agency Producer Anthony Lee Account Supervisor Kurt Viertel Advertiser’s Supervisor Richard Tan Account Manager Claire Chan/Brenda Koh/Lee Min Qi/ Tay Yi Ling/Stella Pok Planner Saurabh Varma Production Company, City MOVIOLA Singapore

SATURDAY, JUNE 25,2011

D7-17-41 Film Winners BAT:25•01 front 25/06/11 02:19 Page 42

42 FILM WINNERS Producer Director Editor

Ronnie Lee David Tsui Adrian/Touches Hong Kong/ Khor Swee Aik/Vhq Post Singapore Sound Design / Arrangement Yellow Box Singapore Post Production Touches Hong Kong/Vhq Post Singapore Client Richard Tan/Mindy Cheong Entered By LEO BURNETT GROUP SINGAPORE A27/038 FRANCE PUBLIC AWARENESS MESSAGES Title 3 GENERATIONS Advertiser FONDATION POUR L’ENFANCE Product CHILD ABUSE AWARENESS Advertising Agency, City PUBLICIS CONSEIL Paris Chief Creative Officer Olivier Altmann Copywriter Marc Rosier Art Director Jean-Marc Tramoni Agency Producer Timothe Rosenberg/Pierre Marcus (Wam) Account Supervisor Jean-Patrick Chiquiar/Eleonore Mabille Advertiser’s Supervisor Arnauld Gruselle/Didier Chanal/ Dr Gilles Lazimi/Dr Emmanuelle Piet Account Manager Jean-Patrick Chiquiar/Eleonore Mabille Production Company, City STINK Paris Producer Antoine Daubert (Wam) Director Les Uns Music: Artist/Title Koka Media Sound Design / Arrangement Boris Jeanne (Wam) Post Production Wam Entered By PUBLICIS CONSEIL Paris A28/062 FUNDRAISING & APPEALS Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor Advertiser’s Supervisor Account Manager Planner Production Company, City Producer Director Editor Sound Design / Arrangement Post Production Entered By

SOUTH AFRICA

B01/247 INTERNET FILM Title Advertiser Product Advertising Agency, City Creative Director Copywriter Art Director Agency Producer Production Company, City Producer Director Editor Sound Design / Arrangement Entered By

CANADA

B01/281 INTERNET FILM Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Copywriter Art Director Agency Producer Account Supervisor Production Company, City Producer Director Editor Music: Artist/Title Sound Design / Arrangement Post Production Head Of TV Music Production Entered By

AUSTRALIA

SATURDAY, JUNE 25,2011

JUMBLED THE AVRIL ELIZABETH HOME THE AVRIL ELIZABETH HOME JWT JOHANNESBURG Ben Du Plessis Ben Du Plessis Ben Du Plessis Grahame Finnemore Steve Clayton Silke Gehring Diane Fraser Jonathan Rands Annie Lazarevski Clive Evans BOUFFANT Johannesburg Chanelle Critshfield Chloe Coetsee Daniel Mitchell Freq’ncy Audio Deep End Post Jhb JWT JOHANNESBURG

PINK PONIES JOHN ST. AGENCY PROMOTION JOHN ST Toronto Stephen Jurisic/Angus Tucker/Chris Hirsch Simon Bruyn Andrew Livingston Michelle Orlando SONS AND DAUGHTERS Toronto Dan Ford Andrew Livingston/Simon Bruyn Chris Murphy Vapor Music Group: Joey Serlin/Julian Rudd JOHN ST Toronto

RIDE COCA-COLA BURN ENERGY DRINK PUBLICIS MOJO Sydney Craig Davis Micah Walker Ian Williamson Andrew Ostrom/Ruth Bellotti Philippa Smart Simon Ludowyke EXIT FILMS Melbourne Karen Sproul Garth Davis Jack Hutchings Django Django/Wor Jason Murphy/Gas Inc Melbourne Colin Renshaw/Cutting Edge/Sydney Corey Esse Karl Richter/Level Two Music Melbourne PUBLICIS MOJO Sydney

B01/319 INTERNET FILM Title Advertiser Product Creative Director Copywriter Art Director Agency Producer Production Company, City Producer Director Editor Music: Artist/Title Entered By B01/341 INTERNET FILM Title

ITALY

Other Credits

BECAUSE I LIKE YOU POSTE ITALIANE MAILING SERVICE Clemente De Muro/Niccolò Dal Corso/ Davide Mardegan Clemente De Muro Davide Mardegan Niccolò Dal Corso CRIC Milan/H FILMS Milan Niccolò Dal Corso Davide Mardegan Davide Mardegan Mark Allan Wolfe/Atmosphere CRIC Milan

Entered By

USA

THE MAKING OF YOUR MOM HATES DEAD SPACE 2 Advertiser ELECTRONIC ARTS Product DEAD SPACE 2 GAME Advertising Agency, City DRAFTFCB San Francisco Chief Creative Officer Tom O’Keefe Creative Director Tony Vazquez/Colin Mcrae Copywriter Eric Molina Art Director Justin Hargraves Agency Producer Jeremy Arth Account Supervisor Isaac Clemens Planner Mary Florcruz Production Company, City GOON MEDIA Los Angeles Producer Greg Jones Director Charles Jensen Editor Connor McDonald/Tim Brooks/Kevin Jardin Sound Design / Arrangement One Union Entered By DRAFTFCB San Francisco B01/587 INTERNET FILM Title Advertiser Product Advertising Agency, City Chief Creative Officer Creative Director Copywriter Art Director Agency Producer Account Supervisor Advertiser’s Supervisor

Post Production Animation

Entered By

UNITED KINGDOM WHERE IS YOUR LINE? THE HAVENS SEXUAL ASSAULT AWARENESS YOUTH CLUB London Steve Cook Sara Dunlop Sara Dunlop RATTLING STICK London Stuart Bentham Sara Dunlop Bill Smedley Darren Groucutt Robert Howard/ Craig Blagg @ Story Worldwide RATTLING STICK London

B04/013 INTERACTIVE FILM Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer

THE NETHERLANDS

FRANCE

Brent Anderson And Steve Howard Steve Howard Eze Blaine And Doug Alves EP Tim Newfang Amy Farias Magdalena Huber Mark Hansen

B04/015 INTERACTIVE FILM Title Advertiser Product Advertising Agency, City Chief Creative Officer Copywriter Art Director Agency Producer Account Supervisor Account Manager Production Company, City Producer Director Sound Design / Arrangement Post Production Entered By

Jeremy Miller Scott Macmaster/Sr: Martin Ramos Daniel Teng FOX SPORTS NET Los Angeles SVP/EP Laura Mickelson Graham Hughes/Prod. Coor.: Brittany Bideaux Loren Mendell Lead Editor/Story Pr: Curtis Roen/Asst Editor: Kevin Roman/Editor Web Content: Greg Young Fox Sports Net SVP Marketing: Chris Hannan/Evp/ Ad Sales: Kyle Sherman/Vp/Sales/ Marketing: Tricia Defossey

B04/017 INTERACTIVE FILM Title Advertiser Product Advertising Agency, City Executive Creative Director Copywriter Art Director Agency Producer Account Supervisor Planner Production Company, City Director Entered By

UNITED KINGDOM

BRAZIL

PELE VIVO VIVO Y&R São Paulo Marco Versolato Alexandre Vilela (Xa)/Felipe Gall Felipe Gall Alexandre Vilela (Xa)/Marco Versolato Nicole Godoy/Cleo Goncalves Sylvia Panico Cris Duclos/Marina Daineze/ Silvio Sato/Tatiana Magliari Account Manager Leonardo Balbi Planner David Laloum Production Company, City O2 FILMES Sao Paulo Producer O2 Filmes Director Nando Olival/Luciano Moura Sound Design / Arrangement Tentaculo Post Production O2 Filmes Entered By Y&R São Paulo B02/018 OTHER SCREENS Title Advertiser Product Advertising Agency, City Worldwide Creative Director Creative Director/Creator/ Writer Copywriter Designer Agency Producer Prod Management Supervisor Account Supervisor Group Account Director Worldwide Communications Director Group Planning Dir Planner Production Company, City Producer EP Producer Director Editor

B04/003 INTERACTIVE FILM Title Advertiser Product Advertising Agency, City Creative Director Copywriter Art Director Production Company, City Producer Director Editor Animation Other Credits

Sr. Manager - Sponsor Implementation: Carol Mitch/Researcher: Bill Sudell TBWA\CHIAT\DAY LA Los Angeles

USA REPLAY SEASON 3 GATORADE SPORTS DRINK TBWA\CHIAT\DAY LA Los Angeles Lee Clow

ENTRANCE HEINEKEN HEINEKEN WIEDEN+KENNEDY AMSTERDAM Mark Bernath/Eric Quennoy Mark Bernath/Eric Quennoy Hugo Van Woerden Philip Brink Ross Plummer (TVC)/Stanislas Dupart/ Guido Van Den Meersche (Digital)/ Tony Stearns (Broadcast) Account Supervisor Clay Mills Advertiser’s Supervisor Sandrine Huijgen/Cyril Charzat/Josefien Olij Account Manager Jasmina Krnjetin/Dan Colgan Planner Martin Weigel Production Company, City SONNY London/WIDESCOPE Barcelona/ HELLOHIKIMORI Paris Producer Alice Grant (TVC)/Carla Genoud (Digital Producer)/Emory Ruegg (Post Producer) Director Fredrik Bond (TVC)/Nicholas Rutter (Digital Films) Editor Tim Thorton-Allan (TVC)/ Myles Painter (Digital Films) Music: Artist/Title The Asteroids Galaxy Tour/The Golden Age/ Music Composer Digital Films: George Birch Sound Design / Arrangement Grand Central Studios Post Production The Mill/London Other Credits Broadcast Director: Erik Verheijen/ Business Affairs: Karen Crossley/ Account Executive: Mandy Wald Entered By WIEDEN+KENNEDY AMSTERDAM

A HUNTER SHOOTS A BEAR BIC TIPP-EX POCKET MOUSE BUZZMAN Paris Georges Mohammed-Cherif Tristan Daltroff Louis Audard Elodie Jonquille Thomas Granger Antoine Ferrari GROUEK Paris Willy Morence Olivier Bennoun Cinqsursync Stance BUZZMAN Paris

ENCOURAGEMENT SPECIAL OLYMPICS GREAT BRITAIN SPECIAL OLYMPICS JWT LONDON London Russell Ramsey Philip Meyler/Darren Keff Philip Meyler/Darren Keff Jack Bayley Brooke Curtis Shekhar Deshpande GORGEOUS London Johnny Green JWT LONDON London

D7-50 Grand Prix for Good+A:25•01 front 25/06/11 02:23 Page43

43 51

TITANIUM & INTEGRATED WINNERS

INTEGRATED GRAND PRIX WINNER DECODE JAY-Z WITH BING BING/JAY-Z DROGA5 NEW YORK USA

SATURDAY, JUNE 25,2011

D7-44-45 T&I Winners BAT:25•01 front 25/06/11 02:32 Page 44

44 TITANIUM & INTEGRATED WINNERS Titanium Lion

Integrated Grand Prix

A01/153 TITANIUM AND INTEGRATED Title Advertiser Product/Service Entrant Company, City Creative Director Group Creative Director

A01/385 TITANIUM AND INTEGRATED Title Advertiser Product/Service Entrant Company, City Creative Chairman Creative Director Copywriters Art Director Designer Digital Designesr Senior Digital Producer Director of Photography Digital Producer OOH Producers Head of Print Services Studio Artist Director of Digital Strategy Creative Directors

Account Director Strategic Planner Art Director Copywriter Art Director Account Manager Media Planning Director Media Manager Account Executive Account Director Online Art Director Online A01/241 TITANIUM AND INTEGRATED Title Advertiser Product/Service Entrant Company, City Art Director/Director Copywriter/Director Social Media Director/Planner Creative Director Business Director Account Director/Web Producer Idéa The Speed Camera Lottery Producer Film Editor Account Manager Graphic Designer Designer Web/CRM Manager PR Manager Marketing Manager Account Director A01/385 TITANIUM AND INTEGRATED Title Advertiser Product/Service Entrant Company, City Creative Chairman Creative Director Copywriters Art Director Designer Digital Designesr Senior Digital Producer Director of Photography Digital Producer OOH Producers Head of Print Services Studio Artist Director of Digital Strategy Creative Directors Director of Polygons Videographer/Editor PR Company Account Chief Executive Officer

SATURDAY, JUNE 25,2011

ROMANIA AMERICAN ROM KANDIA DULCE ROM BV McCANN ERICKSON Bucharest Adrian Botan, McCann Erickson Romania Dinu Panescu, McCann Erickson Romania Catalin Dobre, McCann Erickson Romania Ruxandra Savulescu, McCann Erickson Romania Ileana Serban Parau, McCann Erickson Romania Ionut Cojocaru, McCann Erickson Romania Florin Florea, McCann Erickson Romania Andra Badea, McCann Erickson Romania Ruxandra Vasilescu, McCann PR, Weber Shandwick affiliate company Victor Croitoru, Universal McCann Romania Alina Carasol, Universal McCann Romania Sorina Iordan, McCann PR, Weber Shandwick affiliate company Cristina Birleanu, MRM Parteneri Romania Laurentiu Stere, MRM Parteneri Romania SWEDEN THE SPEED CAMERA LOTTERY VOLKSWAGEN BLUEMOTION TECHNOLOGIES DDB STOCKHOLM Simon Higby, DDB Stockholm Martin Lundgren, DDB Stockholm Michael Bugaj, DDB Stockholm Andreas Dahlqvist, DDB Stockholm Jerker Fagerström, DDB Stockholm Linda Eriksson, DDB Stockholm Kevin Richardsson, California Johan Kromnér, DDB Stockholm Andreas Bjerner, DDB Stockholm Barbro Långjuth, DDB Stockholm Niklas Andersson, DDB Stockholm Rasmus Kellerman, DDB Stockholm Katarina Lakowitz, Volkswagen Sweden Marcus Thomasfolk, Volkswagen Sweden Åke Lundberg, Volkswagen Sweden Elin Westin, Prime PR USA DECODE JAY-Z WITH BING BING/JAY-Z DECODE JAY-Z WITH BING DROGA5 New York David Droga, Droga5 Neil Heymann, Droga5 Adam Noel/Spencer Lavellee, Droga5 Jon Kubik, Droga5 Jon Donaghy, Droga5 Piper Derley/Elias Holtz, Droga5 Andrew Allen, Droga5 Paul McGeiver, Droga5 Toph Brown, Droga5 Cliff Lewis/Mea Cole-Tekfka, Droga5 Rob Lugo, Droga5 Chris Thomas, Droga5 Hashem Bajwa, Droga5 Duncan Marshall/Ted Royer/ Nik Studzinski/Kevin Brady, Droga5 Colin Lord, Droga5 Sam Kilbreth, Droga5Eric Hadley/ Nick Divers, BING Sunshine, Sachs & Associates Shawn Mackoff/Megan Collins, Droga5 Andrew Essex, Droga5

Director of Polygons Videographer/Editor PR Company Account Chief Executive Officer

USA DECODE JAY-Z WITH BING BING/JAY-Z DECODE JAY-Z WITH BING DROGA5 New York David Droga, Droga5 Neil Heymann, Droga5 Adam Noel/Spencer Lavellee, Droga5 Jon Kubik, Droga5 Jon Donaghy, Droga5 Piper Derley/Elias Holtz, Droga5 Andrew Allen, Droga5 Paul McGeiver, Droga5 Toph Brown, Droga5 Cliff Lewis/Mea Cole-Tekfka, Droga5 Rob Lugo, Droga5 Chris Thomas, Droga5 Hashem Bajwa, Droga5 Duncan Marshall/Ted Royer/ Nik Studzinski/Kevin Brady, Droga5 Colin Lord, Droga5 Sam Kilbreth, Droga5Eric Hadley/ Nick Divers, BING Sunshine, Sachs & Associates Shawn Mackoff/Megan Collins, Droga5 Andrew Essex, Droga5

Integrated Gold Awards A01/057 TITANIUM AND INTEGRATED Title Advertiser Product/Service Entrant Company, City Executive Creative Director Creative Director Art Director/Copywriter Copywriter/Art Director Director Executive Producer Director of Photography Editor Agency Producer Lead Flame Artist Account Director Account Supervisor Group Planning Director Interactive Producer Senior Digital Strategist Print Photographer Art Buyer A01/094 TITANIUM AND INTEGRATED Title Advertiser Product/Service Entrant Company, City Comms Planning Teams

Digital Agency Media Agency TV Production Company Editorial Company VFX Company Sound Bed of Spot Music remix Sound Designer A01/153 TITANIUM AND INTEGRATED Title Advertiser Product/Service Entrant Company, City Creative Director Group Creative Director Account Director Strategic Planner Art Director

USA THE MAN YOUR MAN COULD SMELL LIKE OLD SPICE OLD SPICE BODY WASH WIEDEN+KENNEDY Portland Mark Fitzloff, Wieden + Kennedy Susan Hoffman, Wieden + Kennedy Jason Bagley, Wieden + Kennedy Eric Baldwin, Wieden + Kennedy Craig Allen, Wieden + Kennedy Eric Kallman, Wieden + Kennedy Tom Kuntz, MJZ Jeff Scruton, MJZ Neil Shapiro, Carlos Arias, Rock, Paper, Scissors Lindsay Reed, Wieden+Kennedy Ant Walsham, The Mill Jessica Monsey, Wieden + Kennedy Diana Gonzalez, Wieden + Kennedy Britton Taylor, Wieden + Kennedy Ann-Marie Harbour, Wieden + Kennedy Dean McBeth, Wieden + Kennedy Danielle Levitt, Heather Smith-Harvey, Wieden + Kennedy THE NETHERLANDS WRITE THE FUTURE NIKE NIKE FOOTBALL NIKE COMMS TEAM Nike Comms Team, Wieden+Kennedy, Razorfish, Mindshare Stink Digital, Write Your Future Application AKQA London, The Chance/Nikefootball.com MindShare, Razorfish Independent Films Work Post, London: additional editing by Mirrione, Los Angeles The Mill, London/New York Hocus Pocus by Focus Massive Music Amsterdam, Phaze UK, Grand Central Studios London ROMANIA AMERICAN ROM KANDIA DULCE ROM BV McCANN ERICKSON Bucharest Adrian Botan, McCann Erickson Romania Dinu Panescu, McCann Erickson Romania Catalin Dobre, McCann Erickson Romania Ruxandra Savulescu, McCann Erickson Romania Ileana Serban Parau, McCann Erickson Romania Ionut Cojocaru, McCann Erickson Romania

Copywriter Art Director Account Manager Media Planning Director Media Manager Account Executive Account Director Online Art Director Online

Florin Florea, McCann Erickson Romania Andra Badea, McCann Erickson Romania Ruxandra Vasilescu, McCann PR, Weber Shandwick affiliate company Victor Croitoru, Universal McCann Romania Alina Carasol, Universal McCann Romania Sorina Iordan, McCann PR, Weber Shandwick affiliate company Cristina Birleanu, MRM Parteneri Romania Laurentiu Stere, MRM Parteneri Romania

Integrated Silver Awards A01/101 TITANIUM AND INTEGRATED Title Advertiser Product/Service Entrant Company, City Creative Executive Creative Directors Creative Director/ Copywriter Director Producer Agency Producer Production Assistant Designer/ Typographer Art Director Photographer Digital Art Director Digital Copywriter Digital Creative Director Business Director Planner PR Agency Creative Director Account Director

UNITED KINGDOM THE MEGANE EXPERIMENT RENAULT MEGANE PUBLICIS LONDON Robert Amstell, Publicis London Matthew Lancod, Publicis London Tom Ewart & Adam Kean, Publicis London Ed Robinson, Publicis London Henry-Alex Rubin, Smuggler Drew Sana, SmugglerRay Leaky, Smuggler Joe Bagnall, Publicis London Colin Hickson, Publicis London Sam Holmes, Publicis London Paul Belford, This is Real Art David Hillyard, Publicis London Paul Murphy, Mark Wesley, Publicis London Christian Horsfall, Publicis Modem Ian Sweeny, Publicis Modem Alix Pennycuick, Publicis Modem Jason Cobbold, Publicis London Julian Earl, Publicis London Mike Wade, Publicis London Sputnik Communications Penny Furniss, Sputnik Communications Katherine Clarke, Sputnik Communications

A01/124 TITANIUM AND INTEGRATED Title Advertiser Product/Service Entrant Company, City Executive Creative Director Creative Director

GERMANY

A01/239 TITANIUM AND INTEGRATED Title Advertiser Product/Service Entrant Company, City Art Director

SWEDEN

CONCERT MILK CONCERTHALL DORTMUND CONCERT HALL JUNG von MATT Hamburg Sascha Hanke, Jung von Matt Tobias Grimm, Jung von Matt Jens Pfau, Jung von Matt Jo Marie Farwick, Jung von Matt Art Direction Damjan Pita, Jung von Matt Copywriter Henning Robert, Jung von Matt Jan-Hendrik Scholz, Jung von Matt Graphic Design Sven Gabriel, Jung von Matt Christoph Maeder, Jung von Matt Nicolas Schmidt-Fitzner, Jung von Matt Agency Producer Meike van Meegen, Jung von Matt Editor Niels Muenter, Jung von MattTobias Suhm Director Silvio Helbig Producer Johannes Bittel, Markenfilm & Co. Claudia Westermann, Markenfilm & Co. Account Manager Dajana Crantz, Marijke Fisser, Jung von Matt Public relations Mhoch4 Postproduction VCC Agency für Postproduktion Postproduction/Audioproduction Infected Postproduction

Copywriter Executive Creative Director Business Director Account Director Account Manager Web producer Producer Film Planner

WELCOME TO OUR REALITY SWEDISH ARMED FORCES RECRUITMENT DDB STOCKHOLM Fredrik Lund, DDB Stockholm Fredrik Simonsson, DDB Stockholm Magnus Jakobsson, DDB Stockholm Linus Östholm, DDB Stockholm Andreas Dahlqvist, DDB Stockholm Ulrika Almquist, DDB Stockholm Sandra Kaludjercic Bergman, DDB Stockholm Tina Munck, DDB Stockholm Katarina Mohlin, DDB Stockholm Mattias Coldén, DDB Stockholm Adam Sandahl, DDB Stockholm Cornelia Wangel, DDB Stockholm

D7-44-45 T&I Winners BAT:25•01 front 25/06/11 02:32 Page 45

TITANIUM & INTEGRATED WINNERS 45 Digital Director Web Director Digital Design Graphical Design Production Company Smartphone Applikation Production Company Film Production Company Radio A01/277 TITANIUM AND INTEGRATED Title Advertiser Product/Service Entrant Company, City Chief Creative Officers Executive Creative Director Art Director Copywriter Executive Producer Agency Producers Music Producer Account Team

Retoucher Production Company Director Director of Photography Production Company Director Sound Engineers Music House Composers Editing House Editors

A01/289 TITANIUM AND INTEGRATED Title Advertiser Product/Service Entrant Company, City Director Executive Creative Director Creative Director

Art Director Copywriter Account Director Account Supervisor Agency Executive Producer Producer Executive Producers

Jeff Salomonsson, DDB Stockholm Viktor Arve, DDB Stockholm Jojo Brännström, DDB Stockholm Mathias Mattsson, DDB Stockholm Patrik Pagreus, DDB Stockholm Monterosa It´s Showtime Flickorna Larsson USA THE LAST TEXT AT&T AT&T BBDO NEW YORK David Lubars/Bill Bruce, BBDO New York Greg Hahn, BBDO New York Brandon Mugar, BBDO New York Adam Reeves, BBDO New York Bob Emerson, BBDO New York Jasmine Batista/Dale Henriques, BBDO New York Melissa Chester, BBDO New York Gayle Weiss/Brandon Fowler/ Kristen Roche/Maria Braswell, BBDO New York Steve Peters, BBDO New York Smuggler Henry-Alex Rubin, Smuggler Matthew Woolf, Verbatim Studios Dan Price, Verbatim Studios Corey Bauman/Danny Artale Rumor Mill Josh Ralph/Corey Bauman Number Six Edit Marrian Cho/Geoff Richmond/ Mike Elliot, Number Six Edit USA READY TO WORK LEVI STRAUSS & CO. LEVI’S WORKWEAR WIEDEN+KENNEDY Portland John Hillcoat, SKUNK Mark Fitzloff, Wieden + Kennedy Susan Hoffman, Wieden + Kennedy Tyler Whisnand, Wieden + Kennedy Danielle Flagg, Wieden + Kennedy Don Shelford, Wieden + Kennedy Julia Blackburn, Wieden + Kennedy Mike Giepert, Wieden + Kennedy Antony Goldstein, Wieden + Kennedy Nathan Goldberg, Wieden + Kennedy Andrew Schafer, Wieden + Kennedy Tamera Geddes, Wieden + Kennedy Jessie Young, Wieden + Kennedy Ben Grylewicz, Wieden + Kennedy Sarah Shapiro, Wieden + Kennedy Shelly Townsend & Matt Factor, SKUNK

Editor Post Executive Producer Director of Photography Sound Designer

Tommy Harden, Joint Patty Brebner, Joint Harris Savides, SKUNK Gus Koven, Stimmung

A01/437 TITANIUM AND INTEGRATED Title Advertiser Product/Service Entrant Company, City Executive Creative Director Art Director Copywriter Creative Director Planner Designer Head of Client Service Account Director Snr Business Manager Account Executive

AUSTRALIA WATER MARK DIAGEO BUNDABERG RUM LEO BURNETT SYDNEY Andy DiLallo, Leo Burnett Tim Green, Leo Burnett Rupert Taylor, Leo Burnett Tim Green, Leo Burnett Warwick Heathwood, Leo Burnett John Henry-Pajak, Leo Burnett Peter Bosilkovski, Leo Burnett Jodi McLeod, Leo Burnett Sam McGown, Leo Burnett Caroline Heslop, Leo Burnett

Integrated Bronze Awards A01/111 TITANIUM AND INTEGRATED Title Advertiser Product/Service Entrant Company, City Executive Creative Director Creative Director Agency Producer Art Director Copywriter Director Producer Editor

Production company Sound Designer Director of Photography Account Director Interactive Designer Developer A01/134 TITANIUM AND INTEGRATED Title Advertiser Product/Service Entrant Company, City Chief Creative Officer Executive Creative Director

Copywriter Art Director Producer Creative Director Director

AUSTRALIA THE RIPPLE EFFECT TRANSPORT ACCIDENT COMMISSION SPEED GREY MELBOURNE Ant Shannon, Grey Nigel Dawson, Grey Sandi Gracin, Grey Peter Becker, Grey Nigel Dawson, Grey Mark Molloy Wilf Sweetland Rohan Zerna, The Butchery Peter Sciberras, The Butchery Jack Hutchings, The Butchery Exit Films, Exit Films Phil Kenihan Adam Arkapaw, Germaine McMicking, Ryley Brown, Ari Wegner Randal Glennon, Grey Nick Sayer Anthony Wymond USA CHROME FAST GOOGLE CHROME BROWSER BBH New York Kevin Roddy, BBH New York Calle Sjoenell, BBH New York Pelle Sjoenell, BBH New York Robert Wong, Google Creative Lab Jared Elms, BBH New York Steve Peck, BBH New York Orlee Tatarka, BBH New York Beth Ryan, BBH New York Erik Holmdahl, BBH New York Aaron Duffy, 1st Avenue Machine

Art Director/Copywriter Copywriter Creative Technologist Editor Production Company Executive Producer Sound Designer A01/141 TITANIUM AND INTEGRATED Title Advertiser Product/Service Entrant Company, City Worldwide Creative Director Group Creative Director/EP Creative Director/Creator/Writer Designers Executive Producer/Producer Account Executive Researchers Group Account Director/ Management Supervisor/ Account Supervisor Group Planning Director/ Senior Planner/Planner Worldwide Communications Director Partner/Partner/ Account Supervisor/ Account Coordinator

Sr VP/AS/AS

Maja Fernqvist, BBH New York Joakim Saul, BBH New York Jeff Johnson, BBH New York Richard Schatzberger, BBH New York Charlie Johnston, Lost Planet B-Reel Sam Penfield, 1st Avenue Machine Joseph Fraioli, JafBox Sound USA REPLAY SEASON 2 & 3 GATORADE SPORTS DRINK TBWA\CHIAT\DAY LA Los Angeles Lee Clow, TBWA\Chiat\Day Jimmy Smith, TBWA\Chiat\Day Brent Anderson, Steve Howard, TBWA\Chiat\Day Eze Blaine, Doug Alves, TBWA\Chiat\Day Brian O’Rourke/Tim Newfang, TBWA\ Chiat\Day Angela Halbeisen, Pulse 220 Scott James & Bill Sudell, FOX SPORTS NET

Mark Hansen/Amy Farias/ Magdalena Huber, TBWA\Chiat\Day Scott MacMaster/Martin Ramos/ Daniel Teng, TBWA\Chiat\Day Jeremy Miller, Gatorade

David Brenner/Rashid Ghazi/Paul Harvey/ Mike McDonough, Paragon Marketing Group Adam Tanielian/Courtney Quaye/ Julie Mason, Fleishman-Hillard

SVP/EP Regional Production/ VP Production/Senior Producer H. Read Jackson/Laura Mickelson, FOX SPORTS NET Director/Producer Loren Mendell/Graham Hughes, FOX SPORTS NET Account Executive/ Senior Copywriter/ Senior Art Director Sean Ferrell/Mike Gold/ Kyle Grummun, TracyLocke Manager, Branded Entertainment/Sr. Manager, Entertainment Marketing Lauren Fritts/Jill Kinney, Gatorade Production Coordinator/ Lead Editor and Story Producer Brittany Bideaux and Curtis Roen & Mike Hale, FOX SPORTS NET Group Account Director/ Group Director of Strategy/ Account Supervisor Bob Porcaro/Susanna Earnest/ Josh Farber, OMD Managing Director Guy McCarter, Green Room Entertainment Senior Account Manager/Designer Brandon McCormick/ Chad Greene, VML

SATURDAY, JUNE 25,2011

D7-AD:Layout 1 24/06/11 21:04 Page 46

D7-47-49 Film Craft Winners BAT:25•01 front 25/06/11 02:46 Page 47

FILM CRAFT WINNERS Grand Prix A02/246 DIRECTION Title Advertiser Product Advertising Agency, City Executive Creative Director Copywriter Art Director Agency Producer Planner Production Company, City Director Editor Music: Artist/Title Sound Design / Arrangement Post Production Animation Entered By

USA AFTER HOURS ATHLETE PUMA PUMA SOCIAL DROGA5 New York Ted Royer Tim Gordon/Kevin Brady Amanda Clelland/Jesse Juriga Dana May Chet Gulland SMUGGLER New York Ringan Ledwidge Rich Orrick Phil Kay/»Sleeping Sun» Jay Nierenberg The Mill/NY Sponsor The Largest Group Of Unsponsored Athletes Out There: The After Hours Athletes. Puma Social R DROGA5 New York

Gold Awards A02/089 DIRECTION Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Manager Production Company, City Producer Director Editor Music: Artist/Title Sound Design / Arrangement Post Production Animation Entered By

USA

BORN OF FIRE CHRYSLER CHRYSLER 200 WIEDEN+KENNEDY Portland Mark Fitzloff/Susan Hoffman Aaron Allen/Joe Staples Joe Staples/Mark Fitzloff/Kevin Jones/ Greg Rutter/Dan Kroeger Jimm Lasser Bob Wendt/Agency Executive ProducerBen Grylewicz Account Team-Thomas Harvey/Lani Reichenbach/ Randy Ortiz/Kelly Quinn/Justin Yates SERIAL PICTURES New York/JOINT EDITORIAL Portland Executive Producer-Violaine Etienne Samuel Bayer Tommy Harden Crimson Grail-Rhys Chatham/ Lose Yourself-Marshall Mathers/Jeff Bass/Luis Resto Luis Resto Post Producer-Jennifer Patterson/ Post Executive Producer-Patty Brebner Titles/Graphics-A52 SERIAL PICTURES New York

A02/315 DIRECTION Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor Advertiser’s Supervisor Account Manager Planner Production Company, City Producer Director Editor Music: Artist/Title Sound Design / Arrangement Post Production Entered By

UNITED KINGDOM

A04/092 CINEMATOGRAPHY Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Copywriter Art Director Agency Producer Production Company, City Producer Director Editor Music: Artist/Title Sound Design / Arrangement Post Production Entered By

USA

A05/051 EDITING Title Advertiser Product Advertising Agency, City Production Company, City Editor Entered By

UNITED KINGDOM

ENTRANCE HEINEKEN HEINEKEN WIEDEN+KENNEDY AMSTERDAM Mark Bernath/Eric Quennoy Mark Bernath/Eric Quennoy Roger Hoard/Carlo Cavallone Alvaro Sotomayer Tony Stearns Clay Mills Sandrine Huiijen/Cyril Charzat Jasmina Krnjetin Martin Weigel SONNY London Alice Grant Fredrik Bond Tim Thornton-Allan The Asteroids Galaxy Tour/The Golden Age Grand Central Studios The Mill SONNY London

AFTER HOURS ATHLETE PUMA PUMA SOCIAL DROGA5 New York David Droga Ted Royer Tim Gordon/Kevin Brady Amanda Clelland/Jesse Juriga Sally-Ann Dale/Dana May SMUGGLER Hollywood Sally Humphries Ringan Ledwidge Rich Orrick Phil Kay/»Sleeping Sun» Jay Nierenberg The Mill SMUGGLER Hollywood

WRITE THE FUTURE NIKE NIKE FOOTBALL WIEDEN+KENNEDY AMSTERDAM INDEPENDENT London Rich Orrick/Ben Jordan WORK London

A06/020 SCRIPT Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor Advertiser’s Supervisor Account Manager Planner Production Company, City Producer Director Editor Music: Artist/Title Sound Design / Arrangement Entered By A06/081 SCRIPT Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Creative Director Copywriter Art Director Agency Producer Advertiser’s Supervisor Account Manager Planner Production Company, City Executive Producer Director Editor Music: Artist/Title Sound Design / Arrangement Post Production VFX Executive Producer Entered By A06/089 SCRIPT Title Advertiser Product Advertising Agency, City Executive Creative Director Copywriter Art Director Agency Producer Planner Production Company, City Director Editor Music: Artist/Title Sound Design / Arrangement Post Production Animation Entered By A07/108 BEST USE OF MUSIC Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Creative Director Copywriter Art Director Account Supervisor Production Company, City Producer Director Music: Artist/Title Sound Design / Arrangement Entered By A07/126 BEST USE OF MUSIC Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Creative Director Copywriter Art Director Agency Producer Advertiser’s Supervisor

THE NETHERLANDS WRITE THE FUTURE NIKE NIKE FOOTBALL WIEDEN+KENNEDY AMSTERDAM Jeff Kling Mark Bernath/Eric Quennoy Stuart Harkness/Freddie Powell Stuart Harkness/Freddie Powell Erik Verheijen/Elissa Singstock/Olivier Klonhammer Lee Newman Enrico Balleri/Todd Pendleton/Colin Leary Gene Willis/Jordi Pont/David Anson/Marco Palermo Dan Hill/Graeme Douglas INDEPENDENT London Jani Guest/Richard Packer/Dave Morrison Alejandro Gonzalez Inarritu Rich Orrick/Ben Jordan/Stephen Mirrione Hocus Pocus By Focus Raja Sehgal/Phaze Uk/ Grand Central Studios London WIEDEN+KENNEDY AMSTERDAM USA BORN OF FIRE CHRYSLER CHRYSLER 200 WIEDEN+KENNEDY Portland Dan Wieden Mark Fitzloff/Susan Hoffman Aaron Allen/Joe Staples Joe Staples/Mark Fitzloff/Kevin Jones/ Greg Rutter/Dan Kroeger Jimm Lasser Bob Wendt Melissa Garlick Thomas Harvery/Lani Reichenbach/ Randy Ortiz/Kelly Quinn/Justin Yates Kristen Harrer SERIAL PICTURES Culver City/JOINT EDITORIAL Portland Violaine Etienne Samuel Bayer Tommy Harden Que Chevere Music/Sync2picture/Shady Records Luis Resto Method (VFX)/A52 (Titles/Graphics)/ Eleven (Mix Company) Robert Owens WIEDEN+KENNEDY Portland USA AFTER HOURS ATHLETE PUMA PUMA SOCIAL DROGA5 New York Ted Royer Tim Gordon/Kevin Brady Amanda Clelland/Jesse Juriga Dana May Chet Gulland SMUGGLER New York Ringan Ledwidge Rich Orrick Phil Kay/»Sleeping Sun» Jay Nierenberg The Mill NY Sponsor The Largest Group Of Unsponsored Athletes Out There: The After Hours Athletes. Puma Social R DROGA5 New York INDIA TRAIN GOVERNMENT OF INDIA MINISTRY OF RAILWAYS RAILWAYS OGILVY & MATHER Mumbai Abhijit Avasthi/Rajiv Rao Ajay Gahlaut Piyush Pandey/Sukesh Kumar Nayak/ Heeral Akhaury Piyush Pandey/Sukesh Kumar Nayak Heeral Akhaury Sanjay Thapar/Ravi Adhikari NIRVANA FILMS Mumbai Sneha Iype Varma Prakash Varma Taufiq Qureshi Ishan Naik OGILVY & MATHER Mumbai USA BORN OF FIRE CHRYSLER CHRYSLER 200 WIEDEN+KENNEDY Portland Dan Wieden Mark Fitzloff/Susan Hoffman Aaron Allen/Joe Staples Joe Staples/Mark Fitzloff/Kevin Jones/ Greg Rutter/Dan Kroeger Jimm Lasser Bob Wendt Melissa Garlick

Account Manager Planner Production Company, City Executive Producer Director Editor Music: Artist/Title Sound Design / Arrangement Post Production VFX Executive Producer Entered By

Thomas Harvery/Lani Reichenbach/ Randy Ortiz/Kelly Quinn/Justin Yates Kristen Harrer SERIAL PICTURES Culver City/JOINT EDITORIAL Portland Violaine Etienne Samuel Bayer Tommy Harden Que Chevere Music/Sync2picture/Shady Records Luis Resto Method (VFX)/A52 (Titles/Graphics)/ Eleven (Mix Company) Robert Owens WIEDEN+KENNEDY Portland

A08/005 SOUND DESIGN Title Advertiser Product Advertising Agency, City Creative Director Copywriter Art Director Agency Producer Account Supervisor Advertiser’s Supervisor Account Manager Production Company, City Producer Director Editor Sound Design / Arrangement Post Production Entered By

JAPAN

A10/092 ANIMATION Title Advertiser Product Chief Creative Officer Creative Director Copywriter Art Director Agency Producer Account Manager Production Company, City Post Production Entered By

SPAIN

A10/106 ANIMATION Title Advertiser Product Advertising Agency, City Creative Director

BRAZIL

Copywriter Art Director Agency Producer Account Supervisor Advertiser’s Supervisor Account Manager Planner Production Company, City Producer Director Editor Music: Artist/Title Sound Design / Arrangement Post Production Animation Entered By

XYLOPHONE NTT DOCOMO MOBILE PHONE DRILL Tokyo/DENTSU Tokyo Morihiro Harano Noriko Yamada Jun Nishida Daijiro Sawa/Ayako Yoshinoya Toru Murakami Masato Kabasawa Ayako Yoshinoya ENGINE PLUS Tokyo/DRAWING AND MANUAL Tokyo Toshifumi Oiso/Hideyuki Chihara Seiichi Hishikawa Hitoshi Kimura Kenjiro Matsuo Digital Garden DRILL Tokyo

ABOVE EVERYTHING ELSE... SILESTONE BY COSENTINO KITCHEN WORKTOPS Alex Roman Alex Roman Juan Adrián Bravo Alex Roman The Mushroom Company Damian Granados, Cosentino ALEX ROMAN Madrid Post Production House: Alex Roman ALEX ROMAN Madrid

BALLOONS MTV INSTITUCIONAL LODUCCA MPM São Paulo Guga Ketzer/Cassio Moron/Marco Monteiro/ Pedro Guerra Dulcidio Caldeira/André Faria/Guga Ketzer Dulcidio Caldeira/André Faria/Guga Ketzer Ana Luisa André/Karina Vadaz/Sid Fernandes Sabrina Spinelli/Gisele Kumruian Wagner Gorab/Lilian Chwartzmann/Ana Penteado Carmen Assumpção Isabella Mulholland/Mariana Quintanilha PARANOIDBR São Paulo/ RAW PRODUTORA DE AUDIO São Paulo Egisto Betti/Paranoid Team Dulcidio Caldeira Dulcidio Caldeira Raw Produtora De Audio Raw Produtora De Audio Sindicato VFX Daniel Semanas LODUCCA MPM São Paulo

Silver Awards A01/013 PRODUCTION DESIGN Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor Advertiser’s Supervisor Account Manager Planner Production Company, City Producer Director Editor Music: Artist/Title Sound Design / Arrangement Entered By

THE NETHERLANDS

A01/040 PRODUCTION DESIGN Title Advertiser Product Advertising Agency, City Global Creative Director

UNITED KINGDOM

WRITE THE FUTURE NIKE NIKE FOOTBALL WIEDEN+KENNEDY AMSTERDAM Jeff Kling Mark Bernath/Eric Quennoy Stuart Harkness/Freddie Powell Stuart Harkness/Freddie Powell Erik Verheijen/Elissa Singstock/Olivier Klonhammer Lee Newman Enrico Balleri/Todd Pendleton/Colin Leary Gene Willis/Jordi Pont/David Anson/Marco Palermo Dan Hill/Graeme Douglas INDEPENDENT London Jani Guest/Richard Packer/Dave Morrison Alejandro Gonzalez Inarritu Rich Orrick/Ben Jordan/Stephen Mirrione Hocus Pocus By Focus Raja Sehgal Phaze Uk/Grand Central Studios London WIEDEN+KENNEDY AMSTERDAM

DULUX WALLS AKZO NOBEL DULUX EURO RSCG LONDON Fernanda Romano

SATURDAY, JUNE 25,2011

D7-47-49 Film Craft Winners BAT:25•01 front 25/06/11 02:46 Page 48

48 FILM CRAFT WINNERS Copywriter Art Director Agency Producer Production Company, City Producer Director Editor Music: Artist/Title Sound Design / Arrangement Post Production Entered By

Fábio Abram Bráulio Kuwabara Jodie Sibson Potts STINK London Ben Croker Adam Berg Paul Hardcastle Jonsi/Universal Sam Ashwell Glassworks EURO RSCG LONDON

A01/064 PRODUCTION DESIGN Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Copywriter Art Director Agency Producer Production Company, City Producer Director Editor Music: Artist/Title Sound Design / Arrangement Post Production Entered By

USA

A04/038 CINEMATOGRAPHY Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Agency Producer Account Supervisor Production Company, City Producer Director Editor Sound Design / Arrangement Post Production Entered By

UNITED KINGDOM

A04/042 CINEMATOGRAPHY Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Creative Director Copywriter Art Director Account Supervisor Advertiser’s Supervisor Account Manager Planner Production Company, City Director Editor Music: Artist/Title Sound Design / Arrangement Post Production Entered By

USA

A04/070 CINEMATOGRAPHY Title Advertiser Product Advertising Agency, City Global Creative Director Copywriter Art Director Agency Producer Production Company, City Producer Director Editor Music: Artist/Title Sound Design / Arrangement Post Production Entered By

UNITED KINGDOM

A06/010 SCRIPT Title Advertiser Product Advertising Agency, City Creative Director Copywriter Art Director Agency Producer Account Supervisor Planner Production Company, City Producer Director Editor Post Production Entered By

UNITED KINGDOM

A06/030

USA

KITCHEN ODYSSEY LURPAK LURPAK WIEDEN+KENNEDY London Tony Davidson/Kim Papworth Ray Shaughnessy/Dan Norris Anna Smith Alice Von Oswald STINK London Louise Gagen Martin Krejci Filip Malasek Aaron Reynolds (Dolby – Tony Rapaccioli) Framestore/Graded At The Mill STINK London

TO WORK LEVI’S LEVI’S CLOTHING WIEDEN+KENNEDY Portland Dan Wieden Mark Fitzloff/Susan Hoffman Tyler Whisnand/Danielle Flagg/Don Shelford Nathan Goldberg/Antony Goldstein Julia Blackburn/Mike Giepert Tamera Geddes/Jessie Young Doug Sweeny Andrew Schafer Andy Lindblade SKUNK Hollywood John Hillcoat Tommy Harden Richard Wagner/Vorspiel Gus Koven The Mill SKUNK Hollywood

DULUX WALLS AKZO NOBEL DULUX EURO RSCG LONDON Fernanda Romano Fábio Abram Bráulio Kuwabara Jodie Sibson Potts STINK London Ben Croker Adam Berg Paul Hardcastle Jonsi/Universal Sam Ashwell Glassworks EURO RSCG LONDON

MODELS SONY ERICSSON MOBILE PHONE DARE London Brian Cooper Summer Cui Anna Kalimbet Sally Alekna Deborah Turner Jon Haywood/Celestine Arnold SMUGGLER London Drew Santarsario Henry-Alex Rubin John Smith/James Norris Sean Feeney DARE London

SCRIPT Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor Account Manager Production Company, City Producer Director Editor Sound Design / Arrangement Entered By

SATURDAY, JUNE 25,2011

FLAG ALLSTATE INSURANCE LEO BURNETT CHICAGO Susan Credle Jeanie Caggiano/Charley Wickman Britt Nolan/Jo Shoesmith Josh Mizrachi/Matt Miller Greg Nobles Veronica Puc/Bryan Litman Nina Abnee/Susan Stefaniak Nick Prihoda EPOCH FILMS Beverly Hills/MASSMARKET New York/ANOTHER COUNTRY Chicago Charlie Cocuzza/Martha Davis/Lisa Margulis Phil Morrison Matthew Wood John Binder LEO BURNETT CHICAGO

A06/031 SCRIPT Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor Account Manager Production Company, City Producer Director Editor Sound Design / Arrangement Entered By A06/033 SCRIPT Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor Account Manager Production Company, City Producer Director Editor Sound Design / Arrangement Entered By

USA GPS ALLSTATE INSURANCE LEO BURNETT CHICAGO Susan Credle Jeanie Caggiano/Charley Wickman Britt Nolan/Jo Shoesmith Matt Miller/Josh Mizrachi Greg Nobles/Chris Rodriguez Veronica Puc/Bryan Litman Nina Abnee/Susan Stefaniak Lauren Gibbs EPOCH FILMS Beverly Hills/MASSMARKET New York/ANOTHER COUNTRY Chicago Charlie Cocuzza/Martha Davis/Lisa Margulis Phil Morrison Matthew Wood John Binder LEO BURNETT CHICAGO USA TEEN DRIVER ALLSTATE INSURANCE LEO BURNETT CHICAGO Susan Credle Jeanie Caggiano/Charley Wickman Britt Nolan Matt Miller Chris Rodriguez Veronica Puc/Bryan Litman Nina Abnee/Susan Stefaniak Lauren Gibbs EPOCH FILMS Beverly Hills/MASSMARKET New York/ANOTHER COUNTRY Chicago Charlie Cocuzza/Suzanne Hargrove/Lisa Margulis Phil Morrison Haines Hall John Binder LEO BURNETT CHICAGO

A06/036 SCRIPT Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Creative Director Copywriter Art Director Account Supervisor Advertiser’s Supervisor Account Manager Planner Production Company, City Director Editor Music: Artist/Title Sound Design / Arrangement Post Production Entered By

USA

A07/027 BEST USE OF MUSIC Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor Advertiser’s Supervisor Production Company, City Producer Director Music: Artist/Title Sound Design / Arrangement Entered By

ARGENTINA

A07/032 BEST USE OF MUSIC Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor Advertiser’s Supervisor Account Manager Planner Production Company, City Producer Director Editor Music: Artist/Title Sound Design / Arrangement Post Production Entered By

THE NETHERLANDS

A07/058 BEST USE OF MUSIC Title Advertiser Product Advertising Agency, City Chief Creative Officer Creative Director Copywriter Art Director Head Of TV Account Supervisor Production Company, City

GERMANY

Editor Music: Artist/Title Entered By

SENSITIVE ARMPITS UNILEVER REXONA SENSITIVE ponce buenos aires Hernan Ponce Hernan Ibarra/Walter Aregger Ricardo Armentano/Joaquin Cubria/Analia Rios Juan Pablo Lufrano Gabriel Huici/Norberto Vatrano Roberto Carsillo/Jose Silva Victoria Garzon/Cecilia Ochoa/Lucia Labougle Pablo Gazzera/Alejandro Helou/Julieta Echeita HUNGRY MAN New York Matt Buels/Mino Jarjoura Bryan Buckley Mandy/Ccci La Casa Post Sound ponce buenos aires

HAIRMOTICONS BRAUN SATIN HAIR 5 MULTISTYLER BBDO GERMANY Düsseldorf Christian Mommertz/Wolfgang Schneider Christian Mommertz Christopher Fink Stephan Eichler/Philipp Alings Steffen Gentis Phoebe Moll VCC PERFECT PICTURES Düsseldorf/ DAS WERK Dusseldorf Florian Alt/Markus Jäschke Leroy Anderson «Typewriter» BBDO GERMANY Düsseldorf

A08/002 SOUND DESIGN Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Production Company, City Producer Director Editor Music: Artist/Title Sound Design / Arrangement Post Production Telecine Artist Entered By

UNITED KINGDOM WRITE THE FUTURE NIKE NIKE FOOTBALL WIEDEN+KENNEDY AMSTERDAM Jeff Kling Mark Bernath/Eric Quennoy Stuart Harkness/Freddie Powell/ Freddie Powell/Stuart Harkness Elissa Singstock/Olivier Klonhammer INDEPENDENT London Elissa Singstock/Olivier Klonhammer Alejandro Gonzalez Inarritu Charlie Moreton Hocus Pocus By Focus Raja Sehgal The Mill Seamus O’kane GRAND CENTRAL SOUND STUDIOS London

A09/021 THE NETHERLANDS SPECIAL EFFECTS & COMPUTER GRAPHICS Title MINI COUNTRYMAN FLOW Advertiser MINI/BMW Product MINI COUNTRYMAN Advertising Agency, City BSUR AGENCY Amsterdam Chief Creative Officer Jason Schragger/Paulo Martins Copywriter Gian Carlo Lanfranco/Rob Phillips Art Director Rolando Cordova/Ben Tucker Agency Producer Corey Bartha Account Supervisor Mia Drexl-Schegg Account Manager Thijs Van Dam Planner Stein Janssen Production Company, City SMUGGLER Hollywood Director Brian Beletic Sound Design / Arrangement Brian Emrich. Post Production Sway Studio Entered By BSUR AGENCY Amsterdam A09/085 SPAIN SPECIAL EFFECTS & COMPUTER GRAPHICS Title VICTOR Advertiser SONY Product PLAYSTATION 3 Advertising Agency, City DEL CAMPO NAZCA SAATCHI & SAATCHI Buenos Aires Chief Creative Officer Pablo Del Campo Executive Creative Director Maxi Itzkoff/Mariano Serkin Creative Director Joaquin Espagnol/Miguel Usandivaras Copywriter Joaquin Espagnol Art Director Miguel Usandivaras Agency Producer Adrián Aspani/Lucila D’amico Account Supervisor Ana Bogni Advertiser’s Supervisor Joseph Baíde Account Manager Reiner Suarez Production Company, City GARLIC FILMS Madrid Producer çlvaro Gorospe/Irene Núñez Director Marcelo Burgos Editor Fernando Guarinello Music: Artist/Title «young At Heart» Frank Sinatra Post Production Serena Digital Animation Serena Digital Entered By GARLIC FILMS Madrid

Bronze Awards A01/021 PRODUCTION DESIGN Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Creative Lab Copywriter Art Director Agency Producer Account Supervisor Account Manager Production Company, City Producer Wagenberg/Meagen Carroll Director Editor Sound Design / Arrangement Entered By

USA

CHROME SPEED TESTS GOOGLE CHROME BROWSER BBH New York/GOOGLE CREATIVE LAB New York Kevin Roddy Pelle Sjoenell/Calle Sjoenell/Robert Wong Of Google Jared Elms Steve Peck Orlee Tatarka Ben Malbon Dane Larsen/Leticia Freytes/Rossa Hsieh FIRST AVE MACHINE New York Sam Penfield/Michael Solomon/Krystn Aaron Duffy Charlie Johnston Joseph Fraioli/Jafbox Sound BBH New York

A01/081 UNITED KINGDOM PRODUCTION DESIGN Title WORLDS SMALLEST CHARACTER ANIMATION Advertiser NOKIA Product NOKIA N8 Advertising Agency, City WIEDEN+KENNEDY London Executive Creative Director Tony Davidson And Kim Papworth Creative Director Scott Dungate Copywriter Mark Mccall/Richard Dorey Art Director Mark Mccall/Richard Dorey Agency Producer Lucie Georgeson and Lucy Russell Account Supervisor Toby Hussey Account Manager Natasha Markley Production Company, City AARDMAN ANIMATIONS Bristol Producer Laura Pepper And Jason Bartholomew/Production Assistants: Scott Metcalf/Nick Miller And Louise J Director Sumo Science Editor Nikk Fielden Music: Artist/Title Michael Sims - ‘loves Young Dream ‘ Sound Design / Arrangement Aaron Reynolds Animation Aardman Animations Entered By WIEDEN+KENNEDY London A02/005 DIRECTION Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Creative Director Copywriter Art Director Agency Producer Production Company, City Producer Director Editor

AUSTRALIA RIDE COCA-COLA BURN ENERGY DRINK PUBLICIS MOJO Sydney Craig Davis Micah Walker Micah Walker Ian Williamson Andrew Ostrom/Ruth Bellotti Philippa Smart EXIT FILMS Melbourne Karen Sproul Garth Davis Jack Hutchings

D7-47-49 Film Craft Winners BAT:25•01 front 25/06/11 02:46 Page 49

FILM CRAFT WINNERS 49 Music: Artist/Title Sound Design / Arrangement Post Production Entered By

“Mexican Tinker” Cornel Wliczek/ James Cecil “Wor” Django Django Gas Inc. Melbourne Cutting Edge EXIT FILMS Melbourne

A02/044 DIRECTION Title Advertiser Product Advertising Agency, City Creative Director Copywriter Art Director Agency Producer Account Supervisor Planner Production Company, City Producer Director Editor Post Production Entered By

UNITED KINGDOM

A02/100 DIRECTION Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Creative Director Copywriter Art Director Account Supervisor Advertiser’s Supervisor Account Manager Planner Production Company, City Director Editor Music: Artist/Title Sound Design / Arrangement Post Production Entered By

USA

A02/177 DIRECTION Title Advertiser Product Advertising Agency, City Executive Creative Director Copywriter Art Director Agency Producer Account Supervisor Production Company, City Producer Director Editor Sound Design / Arrangement Entered By

USA

A02/257 DIRECTION Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor Account Manager Production Company, City Producer Director Editor Music: Artist/Title Sound Design / Arrangement Post Production Entered By

ARGENTINA

A02/262 DIRECTION Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Manager Production Company, City Producer Director Editor Sound Design / Arrangement Entered By

AUSTRALIA

A03/042 BEST PRODUCTION VALUE Title Advertiser Product Advertising Agency, City Chief Creative Officer Copywriter Art Director Agency Producer Account Supervisor Advertiser’s Supervisor Production Company, City Producer Director Editor Post Production Entered By

ARGENTINA

A05/004 EDITING Title Advertiser Product Advertising Agency, City Chief Creative Officer

USA

FORCE VOLKSWAGEN VW PASSAT DEUTSCH INC. Los Angeles Eric Springer/Michael Kadin Eric Springer/David Povill Michael Kadin/Ryan Mcglaughlin Jim Haight/Brooke Yaussi Pari Zahabi PARK PICTURES New York Jackie Kelman Bisbee/Mary Ann Marino/Pat Frazier Lance Acord Jim Haygood Mark Meyuhas PARK PICTURES New York

BRAIDS PEPSICO H2OH BBDO ARGENTINA Buenos Aires Ramiro Rodriguez Cohen Rodrigo Grau Gabriel Huici/Jorge Ponce Betti Roberto Espino Joaquin Campins/Froddo Veronica Zeta Paz Goicoa Daniel Albamonte ARGENTINACINE Buenos Aires Argentinacine Augusto Gimenez Zapiola Leandro Aste Supercharango Supercharango Aldo Ferrari/Luli Jimenez ARGENTINACINE Buenos Aires

SLO MO CARLTON AND UNITED BREWERIES CARLTON DRAUGHT CLEMENGER BBDO MELBOURNE Ant Keogh Nick Worthington Jonathan Mcmahon Lisa Fedyszyn Sonia Von Bibra/Pip Heming Mick Mckeown/Phoebe Farquharson PLAZA FILMS Sydney Peter Masterton Paul Middleditch Peter Whitmore Cornel Wilczek PLAZA FILMS Sydney

GIANT BON O BON ARCOR BON O BON LEO BURNETT ARGENTINA Buenos Aires Seto Olivieri Dauquen Chabeldin Diego Salas Francisco Tanto Marina Figoli Guillermo Storni ARGENTINACINE Buenos Aires Nano Tidone/Marcos Landajo/Germàn Escande Martin Romanella Lorenzo Bombicci Pickle House LEO BURNETT ARGENTINA Buenos Aires

BORN OF FIRE CHRYSLER CHRYSLER 200 WIEDEN+KENNEDY Portland Dan Wieden/John Jay

Executive Creative Director Creative Director Copywriter Art Director Agency Producer Advertiser’s Supervisor Account Manager Planner Production Company, City Director Editor Music: Artist/Title Sound Design/Arrangement Post Production Entered By A05/027 EDITING Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor Advertiser’s Supervisor Account Manager Planner Production Company, City Director Editor Sound Design / Arrangement Post Production Entered By

Mark Fitzloff/Susan Hoffman Aaron Allen/Joe Staples Joe Staples/Mark Fitzloff/Kevin Jones/ Greg Rutter/Dan Kroeger Jimm Lasser Bob Wendt Melissa Garlick Thomas Harvey/Lani Reichenbach/ Randy Ortiz/Kelly Quinn/Justin Yates Kristin Harrer SERIAL PICTURES New York/ JOINT EDITORIAL Portland Samuel Bayer Tommy Harden Rhys Chatham/“Crimson Grail”/Marshall Mathers/ Jeff Bass/Luis Resto/“Lose Yourself” Luis Resto Claus Hansen/Method/Beau Leon/New Hat JOINT EDITORIAL Portland USA BLACK MAMBA NIKE NIKE WIEDEN+KENNEDY Portland Mark Fitzloff/Susan Hoffman Ecd’s Alberto Ponte Ryan O’rourke Sheena Brady Brandon Pierce Mike Warzin Erin Goodsell | Ben Grylewicz (Ep) Karrelle Dixon/Ryan Johnson Advertiser’s (Nike) Supervisor: Todd Pendleton/ Colin Leary/Tony Hellberg Lauren Rodwell Chris Cummings @radical.media Santa Monica Robert Rodriguez Angus Wall Robert Rodriguez A52 ROCK PAPER SCISSORS Santa Monica

A05/029 EDITING Title Advertiser Product Advertising Agency, City Executive Creative Director Copywriter Art Director Agency Producer Account Manager Production Company, City Producer Director Editor Post Production Entered By

UNITED KINGDOM

A05/094 EDITING Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Production Company, City Producer Director Editor Post Production Entered By

UNITED KINGDOM

A06/032 SCRIPT Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor Account Manager Production Company, City

USA

Producer Director Editor Sound Design / Arrangement Entered By A06/065 SCRIPT Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Advertiser’s Supervisor Account Manager Production Company, City Producer Director Editor Music: Artist/Title Animation Entered By A06/111 SCRIPT Title Advertiser Product Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Manager Production Company, City

LAST TANGO IN COMPTON VOLKSWAGEN POLO DDB UK London Jeremy Graigen Dave Henderson Richard Denney Sarah Browell Matt Delahunty ACADEMY London Ben Link Jonathan Glazer Paul Watts One Of Us Studios THE QUARRY London

WHO KILLED DEON? THE LONDON METROPOLITAN POLICE ANTI KNIFE CRIME ABBOTT MEAD VICKERS BBDO London Paul Brazier Steve Jones/Martin Loraine Aidan Mcclure Laurent Simon Rebecca Scharf MAD COW FILMS London Jonas Blanchard Simon Ellis Matt Swanpoel The Mill ABBOTT MEAD VICKERS BBDO London

LAWN GAME ALLSTATE INSURANCE LEO BURNETT CHICAGO Susan Credle Jeanie Caggiano/Charley Wickman Britt Nolan/Jo Shoesmith Josh Mizrachi/Matt Miller Greg Nobles Veronica Puc/Bryan Litman Nina Abnee/Susan Stefaniak Nick Prihoda EPOCH FILMS Beverly Hills/MASSMARKET New York/ANOTHER COUNTRY Chicago Charlie Cocuzza/Martha Davis/Lisa Margulis Phil Morrison Matthew Wood John Binder LEO BURNETT CHICAGO USA KEVIN BACON FAN LOGITECH LOGITECH REVUE WITH GOOGLE TV GOODBY SILVERSTEIN & PARTNERS San Francisco Margaret Johnson Rich Silverstein Nat Lawler Croix Gagnon Jan O’Malley Leslie Barrett Erin Fromherz SMUGGLER Hollywood Sally Humphries Ringan Ledwidge Rick Orrick Original Music By Mutato Muzika Woodshop GOODBY SILVERSTEIN & PARTNERS San Francisco USA PATHOLOGICAL LIAR LAND ROVER LR4 Y&R New York Kerry Keenan Guillermo Vega/Graham Lang/Steve Whittier Julia Neumann Michael Schachtner Mara Milicevic/Jona Goodman Keith Rhodes/Jennifer Mottershead O POSITIVE FILMS New York

Producer Director Editor Sound Design / Arrangement Entered By

Ralph Laucella/Ken Licata/Devon Clark David Shane Jason Macdonald Sound Lounge Y&R New York

A07/157 BEST USE OF MUSIC Title Advertiser Product Advertising Agency, City Chief Creative Officer Creative Director Copywriter Art Director Agency Producer Account Supervisor Advertiser’s Supervisor Account Manager Planner Production Company, City Producer Director Editor Music: Artist/Title Entered By

BRAZIL

A08/019 SOUND DESIGN Title Advertiser Product Advertising Agency, City Chief Creative Officer Executive Creative Director

USA

Copywriter Art Director Agency Producer Account Supervisor Account Manager Production Company, City Producer Director Editor Sound Design / Arrangement Entered By A08/040 SOUND DESIGN Title Advertiser Product Advertising Agency, City Executive Creative Director Copywriter Art Director Agency Producer Account Supervisor Production Company, City Sound Design / Arrangement Entered By

DRUNK VALET BAR AURORA E BOTECO FERRAZ CHAIN OF BARS OGILVY BRASIL São Paulo Anselmo Ramos Rubens Filho Beto Cocito/Pedro Fernandes/Flavio Tamashiro Paula Fernandes/Lucas Osis/Raina Rocha Nana Bittencourt Camila Porto Pedro Costa Valeria Barone Daniela Bombonato HUNGRY MAN São Paulo Alex Mehedff/Renata Dumond Carlão Bussato Andrea Machado/Lucas Aires James Pedrozo/Cesar Matos OGILVY BRASIL São Paulo

CHROME SPEED TESTS GOOGLE CHROME BROWSER BBH New York/GOOGLE CREATIVE LAB New York Kevin Roddy Pelle Sjoenell/Calle Sjoenell/ Robert Wong Of Google Creative Lab Jared Elms Steve Peck Orlee Tatarka Ben Malbon Dane Larsen/Leticia Freytes/Rossa Hsieh FIRST AVE MACHINE New York Sam Penfield/Michael Solomon/ Krystn Wagenberg/Meagen Carroll Aaron Duffy Charlie Johnston Joseph Fraioli/Jafbox Sound BBH New York SWITZERLAND SLEEP WELL SUNRISE TELECOMMUNICATION TELECOMMUNICATION SERVICE SPILLMANN/FELSER/LEO BURNETT Zürich Martin Spillmann/Peter Brönnimann Peter Brönnimann/Diana Rossi Martin Spillmann/Friederike Coninx Suzana Kovacevic Rebecca Krausse ULTRA IMAGES Zurich Manu Gerber SPILLMANN/FELSER/LEO BURNETT Zürich

A09/026 UNITED KINGDOM SPECIAL EFFECTS & COMPUTER GRAPHICS Title CUBEHEAD Advertiser DRENCH Product DRENCH WATER Advertising Agency, City CHI & PARTNERS London Production Company, City SMITH AND JONES London/MPC London Entered By MPC London A09/103 UNITED KINGDOM SPECIAL EFFECTS & COMPUTER GRAPHICS Title WRITE THE FUTURE Advertiser NIKE Product NIKE FOOTBALL Advertising Agency, City WIEDEN+KENNEDY AMSTERDAM Agency Producer Elissa Singstock/Olivier Klonhammer Production Company, City Director Alejandro Gonzalez Inarritu Editor Rich Orrick And Ben Jordan Post Production The Mill Entered By THE MILL London A10/015 ANIMATION Title Advertiser Product Advertising Agency, City Account Manager Production Company, City Animation Entered By

UNITED KINGDOM

A10/107 ANIMATION Title Advertiser Product Advertising Agency, City Creative Director Art Director Production Company, City Animation Entered By

FRANCE

A10/122 ANIMATION Title Advertiser Product Advertising Agency, City Chief Creative Officer

FRANCE

Executive Creative Director Creative Director Copywriter Art Director Agency Producer Account Supervisor Account Manager Production Company, City Producer Director Sound Design / Arrangement Post Production Animation Entered By

SPOTS V STRIPES CADBURY CADBURY FALLON LONDON Nicky Barnes ACADEMY London/MPC London Mpc MPC London

A WHIRLWIND OF CHANGE RENAULT ELECTRIC CARS BLUE ADVERTAINMENT Paris Guilhem Arnal/Bruno Delhomme Gilles Rivollier DIGITAL DISTRICT Paris Digital District BLUE ADVERTAINMENT Paris

TESTIMONY OF A SNAIL SEQUOIA ORGANIC & NATURAL MARKET MARCEL Paris Anne De Maupeou/Véronique Sels/ Sébastien Vacherot Anne De Maupeou/Véronique Sels/ Sébastien Vacherot Dimitri Guerassimov/Eric Jannon Eric Jannon Dimitri Guerassimov Cleo Ferenczi/Fleur Laurent-Bruzy/ Pierre Marcus/Wam Augustin Laffuge Talia Hendlisz WIZZ Clichy François Brun Andy’s Caroline Brodrick Cédric Herbert Rémi Kozyra MARCEL Paris

SATURDAY, JUNE 25,2011

D7-50 Grand Prix for Good+A:25•01 front 25/06/11 01:23 Page50

GRAND PRIX FOR GOOD WINNERS

GRAND PRIX WINNER SEE THE PERSON SCOPE LEO BURNETT MELBOURNE AUSTRALIA

CAT

N°

G01/066 01670 G01/003 G01/007 G01/008 G01/017 G01/020 G01/027 G01/036 G01/044 G01/045 G01/051 G01/052 G01/053 G01/069 G01/072 G01/076 G01/078 G01/079 G01/080 G01/090 G01/112 G01/122 G01/129 G01/130 G01/131 G01/131 G01/138 G01/226 G01/288 G01/289 G01/290

01239 00288 00222 00570 00041 00823 00723 01092 01164 01137 01139 01141 00897 01686 01225 03239 03240 03241 02041 01415 01527 05103 05105 05107 02295 01240 01768 04718 04719 04720

TITLE

ADVERTISER

PRODUCT

ADVERTISING AGENCY

PRODUCTION COMPANY

COUNTRY

SEE THE PERSON I AM ONE THOUSAND ALMOST EXTINCT SAVE AS WWF SHINE A LIGHT ON OPPORTUNITY BASISBIBEL DIGITAL DEATH BURMA STORIES FROM THE STREET WHAT’S THAT NOISE? BROWN BEAR GREY SEAL GORILLA THE CODE DESPAIR WHIRLPOOL THE MISSING CHILD SWING STAIRS POOL JUNE 16TH 2014 GOING GOING GONE RED! SPIT MELT DROUGHT FLOOD OPERATION CHRISTMAS CENAKOVSKI UNBEARABLE MUGSHOT 1 MUGSHOT 2 MUGSHOT 3

SCOPE ENABLIS BBC WWF DURAND ACADEMY GERMAN BIBLE SOCIETY KEEP A CHILD ALIVE HUMAN RIGHTS WATCH MELBOURNE WRITERS FESTIVAL NOAH BUND BUND BUND ARMED FORCES OF COLOMBIA GUANGZHOU YANGAI SPECIAL CHILDREN PARENT CLUB INITIATIVE VERMISSTE KINDER VOLKSWAGEN VOLKSWAGEN VOLKSWAGEN BRAND COLLECTIVE RICHARD HOUSE PUBLIC HEALTH BUREAU OF FENGXIAN, SHANGHAI GREENPEACE GREENPEACE GREENPEACE MINISTERIO DE DEFENSA NACIONAL THÉÂTRE DU NOUVEAU MONDE DSCR ROAD SAFETY AMNESTY INTERNATIONAL AMNESTY INTERNATIONAL AMNESTY INTERNATIONAL

DISABILITYAWARENESS NON-FOR-PROFIT ORGANIZATION BBC WILDLIFE FUND ENVIRONMENTALAWARENESS STATE EDUCATION (SCHOOL) BIBLE COVER DESIGN AIDS AWARENESS PETITION 2010 MELBOURNE WRITERS FESTIVAL ANIMAL PROTECTION ENVIRONMENTALAWARENESS ENVIRONMENTALAWARENESS ENVIRONMENTALAWARENESS ARMED FORCES SUPPORT YANG AI MISSING CHILDREN’S INITIATIVE RESPONSIBLE DRIVING RESPONSIBLE DRIVING RESPONSIBLE DRIVING TUNISIA GO RED! PUBLIC AWARENESS OF SPITTING CAR FREE DAY CAR FREE DAY CAR FREE DAY GUERRILLA DEMOBILIZATION CAMPAIGN THEATRE ROAD SAFETY AMNESTY INTERNATIONAL AMNESTY INTERNATIONAL AMNESTY INTERNATIONAL

LEO BURNETT MELBOURNE COSSETTE MONTREAL THE CHASE CREATIVE CONSULTANCY MANCHESTER JUNG VON MATT HAMBURG POLITICAL LOBBYING & MEDIA RELATIONS (PLMR) LONDON GOBASIL HAMBURG TBWA\CHIAT\DAY NEWYORK JWT NEWYORK JWT MELBOURNE JUNG VON MATT HAMBURG SCHOLZ & FRIENDS BERLIN SCHOLZ & FRIENDS BERLIN SCHOLZ & FRIENDS BERLIN DDB COLOMBIA BOGOTÁ LEO BURNETT SHANGHAI KEMPERTRAUTMANN HAMBURG DDB ARGENTINA BUENOS AIRES DDB ARGENTINA BUENOS AIRES DDB ARGENTINA BUENOS AIRES MEMAC OGILVY LABELTUNISIATUNIS THE PARTNERS LONDON OGILVY SHANGHAI LEO BURNETT HONG KONG LEO BURNETT HONG KONG LEO BURNETT HONG KONG LOWE-SSP3 BOGOTÁ COSSETTE MONTREAL LOWE STRATEUS PARIS FUEL LISBOA FUEL LISBOA FUEL LISBOA

LEO BURNETT MELBOURNE COSSETTE MONTREAL THE CHASE CREATIVE CONSULTANCY MANCHESTER JUNG VON MATT HAMBURG POLITICAL LOBBYING & MEDIA RELATIONS (PLMR) LONDON GOBASIL HAMBURG TBWA\CHIAT\DAY NEWYORK JWT NEWYORK JWT MELBOURNE JUNG VON MATT HAMBURG SCHOLZ & FRIENDS BERLIN SCHOLZ & FRIENDS BERLIN SCHOLZ & FRIENDS BERLIN DDB COLOMBIA BOGOTÁ LEO BURNETT SHANGHAI KEMPERTRAUTMANN HAMBURG DDB ARGENTINA BUENOS AIRES DDB ARGENTINA BUENOS AIRES DDB ARGENTINA BUENOS AIRES MEMAC OGILVY LABELTUNISIA / OGILVY PRWORLDWIDE TUNIS THE PARTNERS LONDON OGILVY SHANGHAI LEO BURNETT HONG KONG LEO BURNETT HONG KONG LEO BURNETT HONG KONG LOWE-SSP3 BOGOTÁ COSSETTE MONTREAL LOWE STRATEUS PARIS FUEL LISBOA FUEL LISBOA FUEL LISBOA

AUSTRALIA CANADA UK GERMANY UK GERMANY USA USA AUSTRALIA GERMANY GERMANY GERMANY GERMANY COLOMBIA CHINA GERMANY ARGENTINA ARGENTINA ARGENTINA TUNISIA UK CHINA HONG KONG HONG KONG HONG KONG COLOMBIA CANADA FRANCE PORTUGAL PORTUGAL PORTUGAL

SATURDAY, JUNE 25,2011

D7-51 Creative Winners+A:25•01 front 24/06/11 21:28 Page 51

CREATIVE EFFECTIVENESS WINNERS

GRAND PRIX WINNER

SANDWICH PEPSICO ABBOTT MEAD VICKERS BBDO LONDON UNITED KINGDOM

Grand Prix A01/061 CREATIVE EFFECTIVENESS Title Advertiser Product/Service Advertising Agency, City Executive Creative Director Creative Director Art Director/Writer Writer/Art Director Producer Board Planner Planner Managing Partner Board Account Director Director Producer Head of Planning Entered By

UNITED KINGDOM SANDWICH PEPSICO WALKERS ABBOTT MEAD VICKERS BBDO London Paul Brazier, AMVBBDO Colin Jones, AMVBBDO Steve Coll, AMVBBDO Colin Jones, AMVBBDO Steve Coll, AMVBBDO Trish Russell, AMVBBDO Tom White, AMVBBDO George Roberts, AMVBBDO Adam Tucker, AMVBBDO Justin Pahl, AMVBBDO Declan Lowney, HSI Simon MonHemius, HSI Craig Mawdsley, AMVBBDO Bridget Angear, AMVBBDO ABBOTT MEAD VICKERS BBDO London

Gold Awards A01/026 CREATIVE EFFECTIVENESS Title Advertiser Product/Service Advertising Agency, City Director Copywriter/Art Director Creative Director Producer Editor Planner Account Handler Planner Entered By

UNITED KINGDOM THERE’S A McDONALD’S FOR EVERYONE McDONALD’S McDONALD’S LEO BURNETT London Neil Gorringe, Moxie Pictures Tony Malcolm, Leo Burnett Guy Moore, Leo Burnett Jim Bolton, Leo Burnett Jess Ensor, Moxie Pictures Graeme Light, Leo Burnett James Rosen, Final Cut Ian Hilton, Leo Burnett Matt Watts, Leo Burnett Megan Lock, Leo Burnett Sean Boles, Leo Burnett Tom Roach, Leo Burnett LEO BURNETT London

A01/030 CREATIVE EFFECTIVENESS Title Advertiser Product/Service Advertising Agency, City Executive Creative Director Creative Director Copywriter/Art Director Producer Account Director Account Executive Strategic Planner Director Executive Producer Line Producer Director of Photography Editor Post Executive Producer VFX Executive Producer VFX Supervisor VFX Producer Agency Executive Producer Entered By A01/046 CREATIVE EFFECTIVENESS Title Advertiser Product/Service Advertising Agency, City Executive Creative Director Planning Director Art Director Copywriter Planner Group Account Director Account Director Account Executive Agency Producer

USA THE MAN YOUR MAN COULD SMELL LIKE PROCTER & GAMBLE OLD SPICE BODY WASH WIEDEN+KENNEDY Portland Mark Fitzloff, Wieden+Kennedy Susan Hoffman, Wieden+Kennedy Eric Baldwin, Wieden+Kennedy Jason Bagley, Wieden+Kennedy Eric Kallman, Wieden+Kennedy Craig Allen, Wieden+Kennedy Erin Goodsell, Wieden+Kennedy Jessica Monsey, Wieden+Kennedy Diana Gonzalez, Wieden+Kennedy Britton Taylor, Wieden+Kennedy Tom Kuntz, MJZ Jeff Scruton, MJZ Scott Kaplan, MJZ Neil Shapiro, MJZ Carlos Arias, Final Cut Saima Awan, Final Cut Sue Troyan, The Mill/Los Angeles Phil Crowe, The Mill/Los Angeles Arielle Davis, The Mill/Los Angeles Ben Grylewicz, Wieden+Kennedy WIEDEN+KENNEDY Portland NEW ZEALAND THE PACIFIC TVNZ TELEVISION PROGRAMME COLENSO BBDO Auckland Nick Worthington, Colenso BBDO James Hurman, Colenso BBDO Rebecca Johnson-Pond, Colenso BBDO Kimberly Ragan, Colenso BBDO James Hurman, Colenso BBDO Louise Kuegler, Colenso BBDO Celeste Pulman, Colenso BBDO Hannah Watson, Colenso BBDO Sarah Devonport, Colenso BBDO Gabrielle Buckle, Colenso BBDO Paul Courtney, Colenso BBDO

Designer

Marketing Director Marketing Manager Entered By A01/053 CREATIVE EFFECTIVENESS Title Advertiser Product/Service Advertising Agency, City Chairman & Chief Creative Officer Executive Creative Director Creative Director Account Director Art Director Copywriter Strategic Planner Entered By A01/063 CREATIVE EFFECTIVENESS Title Advertiser Product/Service Advertising Agency, City Chief Creative Officer Creative Director/Copywriter Creative Director/Art Director Executive Producer Account Team Production Company Director Director of Photography Editing House Editor Effects Company Visual Effects Company Colorist Entered By

Lachlan Palmer-Hubbard, Colenso BBDO Rob Linkhorn, Colenso BBDO Renee Lam, Colenso BBDO Phila Lagaluga, Colenso BBDO Charlotte Findlay, TVNZ Tim Aitken, TVNZ COLENSO BBDO Auckland INDIA W.A.L.S. - WOMEN AGAINST LAZY STUBBLE PROCTER & GAMBLE GILLETTE MACH3 BBDO INDIA Mumbai Josy Paul, BBDO India Rajdeepak Das, BBDO India Sandeep Sawant, BBDO India Arjun Singh Kochhar, BBDO India Rajdeepak Das, BBDO India Sandeep Sawant, BBDO India Josy Paul, BBDO India Pashyn Sethna, BBDO India Shahvez Afridi, BBDO BBDO INDIA Mumbai USA YOU’RE NOT YOU WHEN YOU’RE HUNGRY MARS CHOCOLATE SNICKERS BBDO NEW YORK David Lubars, BBDO New York Peter Kain, BBDO New York Gianfranco Arena, BBDO New York Amy Wertheimer, BBDO New York Kathryn Brown, BBDO New York MJZ Craig Gillespie, MJZ Emmanuel Lubezki, Mackenzie Cutler Ian Mackenzie, Mackenzie Cutler Mass Market Company 3 Tim Masick, Company 3 BBDO NEW YORK

SATURDAY, JUNE 25,2011

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FOCUS ON NEW YORK

n Still from one of the spots from DDB’s recent New York Lottery ad campaigns

As the recent recession eases, New York is again attracting ad shoots — even though it remains a pricey location, writes Juliana Koranteng

New York, new resilience

T MAY be known as the city that never sleeps, but New York is also proving to be the city that never dies. New York City has been among the hardest-hit economies in recent and past recessions, and is one of the world’s most expensive cities. However, NYC and its neighbouring districts remain irresistible to the advertising creative and production business — not least for the widen variety of locations on offer. “As close as a Hollywood lot or Vancouver neighbourhood might get to replicating the gritty streets of Manhattan or Brooklyn, there is simply no substitute to the real thing,” says Darren Moran, Draftfcb’s executive vice-president and chief creative officer. “And while the talent pool may not be quite as deep as in Los Angeles, the level of talent you find in New York is very high, and you get a wider range of looks.” Patti McConnell, Ogilvy’s senior partner and director of production, adds: “The casting here is terrific. It’s the best place for characters and ‘real people’ casting.” New York State is the US’ third most populous state, with about 20 million SATURDAY, JUNE 25,2011

residents, including more than eight million in New York City; it is also the country’s third-largest economy, after California and Texas. NYC landmarks such as Broadway, Wall Street, Chinatown, Times Square, Brooklyn Bridge and Madison Avenue, have a creative and emotional grip on global contemporary culture, through movies, books, songs and TV shows. “It’s the best time to be in this business since Don Draper’s heyday,” says Draftfcb’s Moran. Locations in both the city and the state fired up Ed Zazzera, DDB New York’s head of production, for recent New York Lottery ad campaigns. For one called ‘Be Ready’, in which New York State is spurring its citizens to get set to win, Zazzera and his team used 12 different locations in five days. Those locations included offices, apartments, a subway, hospital, garage, barbershop, soccer field and a street corner. “New York offered all these locations in close proximity, making production moves achievable and allowing us to shoot more each day,” he says. The state’s varied neighbour-

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hoods and districts (Manhattan streets, New Paltz apple orchards, Troy factory workers, Seneca’s vineyard and lake, communities in Warsaw and Buffalo, and parks in Queens) feature in the lottery spot ‘If I Had A Million Dollars’. “This project was literally shot all over New York State because it was important to achieve an authentic look,” Zazzera says. To launch its new Roulette game, the Empire City Casino in the Westchester County city of Yonkers turned to DDB New York, which needed several Manhattan night-time backdrops “to accommodate a giant 30-foot, computer-generated roulette ball. The city at night added a wonderful vibrant look.”

“NEW YORK OFFERED ALL THESE LOCATIONS IN CLOSE PROXIMITY, MAKING PRODUCTION MOVES ACHIEVABLE AND ALLOWING US TO SHOOT MORE EACH DAY” Ed Zazzera Such diverse locations, people, talent, businesses and lifestyles have made New York a popular destination for commercial producers. But it hasn’t always been so. About 25 years ago, says the US’ Association of Independent Commercial Producers (AICP) president/CEO, Matt Miller, New York accounted for the vast majority of the nation’s commercial shoots. “But the size of productions grew, which meant the need for more (and larger) infrastructure. It also meant more talent started working in crossover media, thus shifting their base to Hollywood.” About five years ago, he recalls, the number of days spent shooting films of any kind a year in New

York slumped to an all-time low of 12% of the US total. Film industry lobbyists appealed to the New York state legislature, demanding support for film production, including commercials. Their efforts appear to have paid off. Today, the AICP notes that, in terms of the number of shoot days, New York is growing again, in second place, with 16%, to California’s 50%. “Filming commercials has always played a vital role for New York City and New York State,” says Pat Swinney Kaufman, executive director of the Governor’s Office for Motion Picture & Television Development. “The biggest area for growth has been the television [programming] business, but commercials have also grown at a steady pace. The ad agencies are here, Madison Avenue is here. In addition to the streets of New York, we have several production studios, and wide open spaces in New York State. From the Hamptons to the boroughs, from the Upper East Side to the state parks; these offerings are part of the reputation New York has built for itself.” The incentive packages offered by the New York State film commission have contributed to the growth in commercials shoots in New York, she adds. After more than $500,000 is spent on commercials productions during one year, production companies can collect 5% in tax credits on “qualified costs”. These include the hiring of crew, equipment, stage, props, car rental, catering and set construction. Non-production costs, such as licensing copyright or legal fees, are also covered. For films shot in upstate New York (defined as north of the New York metropolitan district), at least $200,000 must have been spent on productions over 12 months before the 5% tax credits kick in. Kaufman’s office is ready to boost the tax-credit rates to 20%, if investments in production increase in the following year, although that makes for difficult calculations.According to the commission, the 25 production

n The brownstones of Brooklyn: a classic New York backdrop

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FOCUS ON NEW YORK

n From left to right: Pat Swinney Kaufman, executive director of the Governor’s Office for Motion Picture & Television Development Al Kelly, Euro RSCG New York’s chief creative officer Patti McConnell, Ogilvy’s senior partner and director of production Darren Moran, Draftfcb’s executive vice-president and chief creative officer

companies that applied for the tax-credit scheme in 2007 had spent a total $69m on 488 commercials. In the following year, 24 companies applied for the scheme after spending $74m on 532 commercials. In 2009, 34 production companies requested tax credits after spending $82m on 548 commercials. Although the applications for 2010 were still being processed as Cannes Lions Daily went to press, Kaufman says her assessment indicated that a similar number of commercials production companies spent more than the total for 2009. Among recent highlights are the first TV commercials for Chobani, the US Greek yogurt brand from Agro Farma, which came out in February. With creative by New York agency Gotham Inc (part of the Interpublic Group), production by Hungry Man and location in Rochester County, one of these commercials, part of the “real love stories” campaign, shows the lengths people will go to share their love for Chobani. The film commission says $500,000 was spent on its five-day shoot. Another $750,000 was spent on shooting a campaign for Welch’s Grape Juice (for its agency, The Via Group) in Buffalo in three days. Even NYC’s iconic Grand Central Station has been the location for a campaign for Walt Disney World Resort, including its theme parks and cruise liners. “We’re one of the commercials capitals in the world, with all the required infrastructure, and New York City is the jewel in the crown,” Kaufman adds. But with New York City’s status as the US’ most expensive city, this comes at a price. “Costs often drive us to places like Brazil, Canada, South Africa, and Argentina,” admits Kevin McKeon, executive creative director at New York agency StrawberryFrog. “For diverse locations and just top-notch production capabilities, it’s hard to beat Los Angeles, or sometimes London for superior effects work. New York often gets lost in the middle.” Although StrawberryFrog’s New York-set commercials include spots for the Canadian toy bricks Mega Bloks and the Susan G Breast Cancer Foundation, they were produced as far back as 2005. This year, StrawberryFrog chose Indian locations for the “cultural movement” brand strategy for Mahindra, the $6.3bn billion Indian conglomerate with services and products ranging from car manufacturing to information technology to tourism. The agency used Anthony Dod Mantle, director of photography on Oscar-winning movie Slumdog Millionaire. What McKeon finds indispensable in New York, however, are the editing facilities. “There are some of the best editing houses on the planet in New York City. In fact, all the top global ad agencies and directors prefer to edit in New York City,” he says. Zazzera also notes that union labour laws can be restrictive. “NYC has stricter union rules to deal with compared to Los Angeles, so in some ways it can be tougher

“FROM THE UPPER EAST SIDE TO THE STATE PARKS; THESE OFFERINGS ARE PART OF THE REPUTATION NEW YORK HAS BUILT FOR ITSELF” Pat Swinney Kaufman to shoot here.” But travelling to other states or overseas does not necessarily solve the problem as the days of guaranteed cheap airfares are gone. New York also exemplifies how creativity and production values in the US advertising market are among the most advanced worldwide, Zazzera points out. “I rarely pop in DVDs and sit for long periods of time in an edit room any more. I am finding that we are using the web to review reels, edits and present ideas to be more efficient with our time. I also see brands every day using new digital technologies to advance the interactive experience with consumers. Just walk through Time Square or an airport; the advances are amazing.” The recent recession also prompted the industry to offer clients a more effective but resourceful use of budgets, says Al Kelly, Euro RSCG New York’s chief creative officer. “Innovation and creativity became more important than ever, and a more efficient type of project management emerged.” Consequently, the skills required to work in New York’s advertising sector are evolving radically, as is expected in advanced markets. “Everything we do is part of an integrated strategy. We don’t have a separate silo for digital, although it’s not really as much of an issue for the Millennial Generation, since they’ve grown up digital,” says Con Williamson, chief creative officer at Saatchi & Saatchi New York, which recently launched DO, the multi-platform global campaign for Chinese PC manufacturer Lenovo that is reported to have a $100m budget. Such resources and resourcefulness make New York a practical hub for the US and the international advertising communities. As Williamson’s colleague David Perry, Saatchi & Saatchi New York’s head of production, declares: “Filmmaking in America began in and around New York, and it has always been a great global film centre. We seldom need the city and state film commissions, but when we do, they move mountains.” Ten years after the 9/11 tragedies hit the city New York has retained its identity as the place where all media ambitions are possible. Draftfcb’s Darren Moran will even tell you that for people working there, New York offers much more. “I’ve shot a lot here in the last few years, in some cases because I needed an NYC backdrop, in some cases because the director was here, and in some cases because I wanted to tap into the local talent pool.”^ SATURDAY, JUNE 25,2011

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BELGIUM

Effectiveness is the key word As Belgium tries to continue its successes at Cannes, talk that "crisis is an opportunity” and the infatuation with everything digital cannot conceal a loss of revenue undermining the sector, says Fred Bouchar of Media Marketing

T A TIME when Cannes is launching the Creative Effectiveness Lions, Belgian agencies are questioning the validity of their business model. A few weeks ago, the ACC (Association of Communication Companies) published the results of a study carried out for them by Deloitte on developments in their gross margin between 2007 and 2009. The report was edifying: during this period, the profit margin decreased by almost half (!), agency staff (number of full-time employees) were reduced by 13%. “Whereas, for many agencies, it was normal to achieve a profit margin close to 20%, this figure has dropped to 13% and even 5% over three years,” says Stephane Buisseret (Air Brussels), president of the ACC. Of course, there was the economic crisis, but this is not the only reason. Other structural factors have come into play: for example, agencies seem to have found it extremely difficult to get paid for the integration and co-ordination of the various disciplines. Buisseret says: “Through the pressure of the crisis, the agencies in fact wanted to maintain a certain volume of work, without actually being able to invoice the real cost of the additional services linked to integrated communication. This explains notably why the profit has decreased significantly more quickly

“WE HAVE STOPPED PREPARING OUR PROFESSION TO FACE THE CHALLENGES OF TOMORROW” Stephane Buisseret, Air Brussels than the gross margin [down 10% over the same period] and demonstrates yet again that it is urgent for the agencies to accelerate and optimise their integrated offer by training multidisciplinary talents far more quickly.” The ACC has raised the alarm: a sector confronted by such a reduction in its margins no longer has the financial means to invest in human resources and technology. “Between 2007 and 2009, investment in fixed assets decreased by 28%,” the ACC president concludes, “and this happened at a time when innovation was crucial for the profession. At the current time, we have stopped preparing our profession to face the challenges of tomorrow. We have to act in such a way that we continue to offer value added and prevent the communication agencies from suffering the same vicissitudes as those experienced by media agencies.” Following the example of André Duval, many advertising executives who revolutionised the profession during the 1990s are SATURDAY, JUNE 25,2011

r To promote CAP48, a non-profit organisation wanting to facilitate the integration of disabled persons, Air Brussels created a pastiche of the well known ad for Wonderbra with Eva Herzigova. Gold Press at CCB Awards 2011. CD: Marie-Laure Cliquennois, Grégory Ginterdaele/Creative team: Marie-Laure Cliquennois, Marine Vincent, Grégory Ginterdaele.

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n André Duval (left) & Guillaume Van der Stighelen, co-founders of Duval Guillaume Group

now asking existential questions. “The best way of remaining pertinent in this business is to leave the world of advertising agencies,” the co-founder of Duval Guillaume (DG) wrote recently in a press release announcing his departure from the group that he created in 1996 with Guillaume Van der Stighelen. “After the sale of Publicis in 2006 and the classic five-year period, this chapter is over for me. The future will reveal if there is to be an epilogue. I started out in this profession when Mad Men was not yet a fiction series but a part of the culture of this industry,” he added. Besides that, Duval considers that the agencies should rethink their economic model: “The communications consultant working solely on communication will become increasingly rare in the future; communications professionals will more and more have to become business consultants. In fact, for some time now agencies have already been providing business ideas, but they

MOBILE

ACCIDENTAL BREAKTHROUGH MOBILE telephony marketing took its time to take off in Belgium, but now it has well and truly arrived, and everyone is using it (most frequently for iPhone). Among the leading advertisers using this technique is the banking-insurance sector, with AXA indisputably one of the benchmark advertisers. Several months ago, to support the launch of a free application that allows drivers to predeclare a car accident to their insurance broker from an iPhone, DGA/Modem placed an interactive advertisement in all daily newspapers — interactive in the strictest sense of the word. Indeed, the advertisement invited owners of an iPhone to place their telephone in the centre of the advertisement in question and surf to the axa.be/iphone website. A 3D film then began, perfectly in

line with the advertisement, which served as “background”, telling the story of what had happened prior to the accident, a virtual prequel. The spot concluded with the presentation of the AXA application. Since the appearance of this “i-Ad”, AXA has monopolised all the awards, not only in Belgium at the MIXX, the AMMA and the CCB Awards ceremonies, but also internationally, winning Silver at the latest New York Festivals International Advertising Awards.

“THE BEST WAY OF REMAINING PERTINENT IN THIS BUSINESS IS TO LEAVE THE WORLD OF ADVERTISING AGENCIES” Andre Duval are not paid for that. “The remuneration model must therefore be changed. It should evolve towards remuneration based on intellectual property, applications and success. Furthermore, today’s consumers have significantly more power and this element needs to be managed, too. In my view, the agencies of the future will be forged by abandoning their current business model.” Several days after this statement, the management of Publicis Worldwide announced (suddenly) that it was releasing Guillaume. The reason given was that his international function of global contagious officer was no longer “relevant” in the context of the group’s new strategy. With the departure of these two ultra-typical advertising executives who had positioned DG — one of the most creative brands in the country, paradoxically by liberating themselves from creative pitches — marks the end of surely one of the most magnificent episodes of Belgian advertising over the last 15 years. Over that period, in addition to its extraordinary growth, DG can be proud of having trained the majority of the executives who are now heading the most significant agencies in the country. To name but a few: the founders of mortierbrigade, which has recently again been awarded the title Agency of the Year at the latest awards of the Creative Club of Belgium, or the current management of TBWA, voted Agency of the Year at the Merit Awards of the ACC and Media Marketing and New Business Champion in 2010. Who will take up the baton? The young Turks leading DG A/Modem, the Antwerp subsidiary of Duval Guillaume, who have staked so much and more on digital? The Internet Natives of Boondoggle? One thing is certain, like mortierbrigade, which recently revised its slogan from the iconoclastic “Confuse & Conquer” to the more suitable yet attractive “Relevance is what turns creativity into effectiveness”, effectiveness is the key word on everyone’s lips. For better, but also for worse, when this choice is considered in the short term, it will be without hindsight. ^ SATURDAY, JUNE 25,2011

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LATIN AMERICA

Love me

The Ecuadorian Advertising Agencies Association did the same. With Cecilia Dupont de Koenig directing proceedings, the body submitted guidelines to regulate these processes. In Peru, industry representatives also warn about the need for action. Alvaro Florez-Estrada Garland, general manager at Publicis Peru, says: “The required charge of a fee for advertising campaign tenders and the negotiation of fair provision of services rendered to clients to reinforce the agencies and the industry are among the matters pending debate by the different players of the industry.” Meanwhile, compensation has become main topic for debate among agency organisations. And in most cases they say that they have got no answers from sponsors. Advertisers are sceptical about the proposal to recover costs and profits based on results. As one agency commented: “They might not accept our participation in discussing the whole marketing process: price, distribution, etc. If the project elaborated by the agency is excellent, but any of the client’s decision variables fails, the profit will not be good and the agency’s work will suffer the consequences.” An experienced advertiser presented his formula in this way: “The fee for direct and indirect costs plus 20% profit. To that, we must add a bonus tied to the brand’s image and not to the final sales volume.” Last, but not least, the region is determined to move forward in the digital area. And, although TV is still the most reliable platform and the one with the biggest investment in Latin America, the industry aims to get increasingly involved in new media. Measurement transparency, a bigger risk for the sponsors, education on the subject and evangelisation by the sponsors are some of the issues pending resolution in the region when it comes to considering new media, which represent the biggest growth area in most Latin American countries (between 30% and 40% a year). Meanwhile, globalisation has had a dual effect on the Latin American advertising industry. On the one hand, almost all the advertising networks have established offices in Latin America’s capital cities. On the other hand, their local talent has become known on the global scene. The region is a cradle of creative talent and many of the most successful advertising campaigns are created there. Global recognition of cinema advertising production has also been evidenced. Today, several of the most valued cinema advertising directors are Latin American, and many others decide to travel to Latin America to film their productions. ONTRACTING budgets, agencies’ compensation, The cost-benefit equation is very appealing. Latin America showed 21.6% growth in 2010, compared tender regulation, and how to capitalise on the internet boom and the new digital tools are some with the global advertising industry increase of 10.6%. Latin creativity has proved to be more than a fashion or of the main issues that preoccupy the Latin American advertising industry. A case in Argentina has the symbol of an emerging region; it is starting to consolidate its intensified debate throughout the region about agency tenders. The tender process for the oil company YPF became a model for its peers, after fully complying with the regulations suggested by ADVERTISERS ARE SCEPTICAL ABOUT the Argentine Advertising Agencies Association. Adlatina labelled it “a sign of respect and appreciation from the sponsors to the THE PROPOSAL TO RECOVER COSTS AND advertisers, initiated with another two tenders, which were also PROFITS BASED ON RESULTS examples: Itau and Galicia”. However, this is an issue in several countries in Ibero-America. In Brazil, the Brazilian Advertising Agencies Association has announced that it will regulate the tender process and has position. With Brazil at the top due to its strong economic situaproposed, among other things, that a maximum of five agencies tion (supported by the 2016 Olympic Games and the 2014 Footbe summoned, with a minimum 20-day deadline, and that they ball World Cup, both of which will be held in that country), more do not need to present finished pieces. The president of the Mex- and more Latin American countries have become the target for ican Advertising Agencies Association, Carlos Vaca, has also global companies. Brazil is the core target for those networks that have not announced an agreement with the National Sponsors Pool, with 10 guidelines established for agency tenders: confidentiality, established offices in the country yet. Such is the case for brief development, fee budget for speculative tenders, commu- Wieden+Kennedy, R/GA and Taxi Canada. In recent months nication budget definition, participating agencies information, Havas announced that BETC would be arriving in Sao Paulo. selection criteria definition, a fair and clear competition, respect- These agencies shine at a creative level, not only in the region ing copyright principles, requiring ethics and establishing a con- but also worldwide. In fact, the last Media Agency Of The Year award at Cannes Lions went to AlmapBBDO from Brazil, which tractual relationship.

tender...

Latin American creativity continues to draw global networks to the region, as the industry struggles with issues such as regulation of the tendering process, fee levels and new media, say Jorge Martinez and Natalia Biscione of adlatina.com

n Latinworks’ ad for Cine Las Americas

SATURDAY, JUNE 25,2011

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LATIN CREATIVITY HAS PROVED TO BE MORE THAN A FASHION OR SYMBOL OF AN EMERGING REGION also leads Crema’s top 30, a creativity yearbook developed by Adlatina for Ibero-American agencies, based on prizes won in the different festivals, of which Cannes Lions is the most valued. Crema’s top 30 included agencies from five countries: Brazil, with AlmapBBDO (1st), DDB (3rd) and Ogilvy (7th); Argentina, with Del Campo Nazca S&S (2nd), Y&R (6th) and Leo Burnett (8th); Mexico, with Ogilvy (4th); Spain, with McCann Erickson (5th) and Leo Burnett (10th); and Chile, with Prolam Y&R (9th). At a time when creativity is practically the only yardstick the business relies on, obtaining a Cannes Lion is crucial for agencies in the region, which stand out for their creative tone, the freshness and passion of being Latin. Also, increasingly more professionals from this region climb the career ladder to a global level, and not only in positions where they stand out for their creativity but also in executive positions and those where they deal with clients. Moreover, at this Cannes festival, two of the jury presidents are Latin American, and countries such as Argentina have been able to achieve a record number of jurors in the competition, again showing the importance the region is acquiring in the world. In the last few months, multinational networks have made their debuts in some of the region’s countries, such as Saatchi & Saatchi in Colombia and TBWA in Puerto Rico. It is clear that these decisions are affected by results that have been achieved recently. For instance, in Cannes last year, Brazil and Argentina were ranked among the top 15 countries (4th and 12th respectively) and three more

were among the top 30 (Chile and Mexico sharing 24th place and Colombia 29th). If we analyse the effectiveness of the countries in the region, among those which recorded more than 100 pieces at Cannes Lions 2010, Argentina (10th), Chile (13th), Brazil (19th) and Colombia (20th) were among the top 20, with Mexico close behind (22nd). With Brazil leading the list (one Grand Prix, seven Gold, 17 Silver and 32 Bronze Lions), the Ibero-American region added a total of 144 Lions last year, comprising two Grands Prix, 21 Gold, 40 Silver and 81 Bronze Lions. Spain and Argentina were close behind Brazil, with five Gold, eight Silver and 15 Bronze Lions for the former, and one Grand Prix, three Gold and 13 Bronze Lions for the latter. Colombia, Spanish-speaking United States and Portugal also received Gold Lions. With growing registrations, the record of Lions won in the past few years and constantly evolving work, Latin America comes to the Riviera this year with very high expectations. ^

n Ogilvy Mexico’s Hot Wheels billboard for Mattel

SATURDAY, JUNE 25,2011

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BRAZIL

Brazil’s creatives go

head to head A Department for Creative Economic Affairs was created this year in the Brazilian Ministry of Culture, a department responsible for organising the Global Forum on Creativity scheduled for 2012 in Rio de Janeiro. With creativity a focus of government policy, Paulo Macedo, editor of www.propmark.com.br, looks at the country’s thriving advertising sector

HE BRAZILIAN market is emerging and one of the stars of the group known as BRICS (Brazil, Russia, India, China and South Africa). Brazil’s GDP (Gross Domestic Product) in 2010 was $2,194tr, equivalent to the seventh largest economy in the world. Advertising accounts for nearly $15bn, but the pace of growth and investment should double that by 2016, the year of the Olympics in Rio de Janeiro. McCann Erickson led the market in Brazil for two decades, a position it lost to Y&R in 2002. Last year, when McCann World Group CEO Nick Brien confirmed the incorporation of Washington Olivetto’s W/Brazil, it had gross revenues of R$1,953bn ($1.2bn), and was in fourth place — according to the Ibope Monitor Institute ranking. In 2009 it was in the 11th position with just over $1bn. W/Brazil was 43rd. “There is a very interesting study which shows that for every building constructed that gains worldwide notoriety — for example the Centre George Pompidou by architect Renzo Piano in Paris; the German Parliament by architect Norman Foster in Berlin; and the Guggenheim Museum Bilbao by architect Frank Gehry In Bilbao — 10,000 other buildings of the same SATURDAY, JUNE 25,2011

size and with similar investment are made in the world, and go totally unnoticed. This same reasoning applies to advertising communication. Without talent, nothing happens. Prestige and talent to the full is the philosophy of WMcCann, an agency obsessed about doing things that become a part of popular culture,” said Olivetto about the newly-merged companies. “We are specialists in popular culture in all social spheres. We're pop culture from A to Z. Or better: from A to W, as we say internally.“ The businessman Paul Giovanni, who became partner of Publicis Groupe after his company Tailor Made teamed with Leo Burnett four months ago — resulting in Leo Burnett Tailor Made — is focused on creativity and has included in the structure of the agency two vice-presidents and creative partners: Ruy Lindenberg and Marcelo Reis. The first work from the “creative hub” at Leo Burnett Tailor Made was the revival and subsequent market repositioning of the vintage model Fiat 500. The campaign also involves interactive agency AgênciaClick. Giovanni’s idea is to involve all parties, from promotion to public relations, through activation, relationship, direct marketing, events and awards, in the planning of communication of the campaign. “We will work with all

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n Lew’Lara\TBWA’s Manir Fadel and Jacques Lewkowicz: “Either you are born knowing how to play soccer or you’ll never score a goal”.

of our customers’ agencies from the initial planning stages,“ says Giovanni. He adds: “Leo will operate as a kind of hub of ideas at the service of clients, but will always engage specialists. We will not act as competitors, but rather unite the agencies of all disciplines for a common and effective performance. We want to offer products, actions and everything that can activate brands to those who entrust their communication to us.” Leo Burnett’s global CEO Tom Bernardin, sees in the creative effort an effective way of rewarding shareholders. He expects Leo Burnett Tailor Made to fight to first place in the agency rankings within three years. In the first quarter of 2011, Leo Burnett had gross revenues in the country of $236m, the equivalent to a 16th place in the Ibope Monitor ranking, which listed the agency in the 15th position in 2010 with R$ 1.175bn. “Brazil is a strategic country for Leo Burnett because it is still growing, receiving significant investment, and has a very friendly relationship with technology and globalisation,” Bernardin says. “Brazilian creativity is inexhaustible and surprising,” Abap (Associação Brasileira das Agências de Publicidade — the Brazilian Association of Advertising Agencies), in partnership with the Brazilian Institute of Geography and Statistics, conducted a survey of the communications industries, and concluded that in Brazil, advertising agencies, production companies, photographers, research institutes, printing services and internet media have a combined revenue of R$120bn per year. The communication industry comprises 35 entities that make up FORCOM (Fórum Permanente da Indústria da Comunicação — the Permanent Forum on Industry Communication). The data from the research institute, under the Ministry of Planning, was powered by CNAE (Classificação Nacional de Atividades Econômicas – the National Classification of Economic Activities) 2.0. In an article entitled A Media Arts/Disruption Agency, Luis Lara, president of Abap and Lew'Lara\TBWA, says “the advertising industry is the tip of the creative economy, acting as a great leverage for opportunities and enhancement of talents, creating wealth, jobs and taxes”. He adds: “There is creativity in all industries … in particular, the advertising industry has creativity at its core, its own reason for being and doing. Therefore, we say that advertising is the industry that moves all other industries. As Karl Marx said ‘A dress is a dress only when it's worn’.” Lara goes on to say that “advertising is an essential tool in a democratic society that has opted for free enterprise” and that “in the minds of consumers the great creative idea makes the perceived value of a product or service much higher than the price on the tag”. For Alexandre Gama, partner and president of Neogama BBH: “Brazil has much to show, but also a lot to do and learn.” He says that it is the nature of Brazilians “to be open-minded to the new and different. Innovation and diversity are part of the country’s cultural and sociological DNA”. And: “Creativity is the shot, but planning is the aim. Without a doubt this is the reason we have had some of the better results cases in advertising in recent years.” João Batista Ciaco, president of ABA (Associação

Brasileira de Anunciantes — the Brazilian Association of Advertisers) and chief marketing officer at Fiat in Brazil, says: “What happens in the advertising market has much to do with the economy in general. In all sectors, you find many players with great potential. This requires tough competition to make something truly different, innovative and creative.” He adds: “In the advertising market, we are dealing with an environment where, at each moment, new forms of communication with consumers, and new tools arise. If there is no creativity, we are simply doing more of the same, and this does not work. Advertising is a fundamental part of today's business world, and creativity is the soul of advertising. In a way, consumers dictate the rules nowadays and advertising should surprise them.” Ciaco says the Brazilian market “is very consistent”, and “as the country grows economically, brands have a bigger playing field and can build new audiences. Still, it is worth paying attention to what has been done in Asia. The growth and consequent changes in the market place happen at an incredible pace, and I believe we will have many innovations in that region.“ At Lew'Lara\TBWA, Jacques Lewkowicz, partner and creative vice-president, and Manir Fadel, recently promoted to creative vice-president, consider creativity an industrial movement. It’s their view that “The most brilliant idea … does not take place unless all are willing to make it happen. Brazil is absolutely aligned with the world, following and sometimes leading some movements. All departments at Lew'Lara\TBWA are integrated and focused on creativity. Just look at the final result of our work for Nissan and Visa, among other examples.” The pair summarises creativity as: “Curiosity, information and, above all, talent. Either you are born knowing how to play soccer or you’ll never score a goal.” For Guilherme de Almeida Prado, president of Plano 1 and Ampro (Associação Brasileira de Marketing Promocional — the Brazilian Association of Promotional Marketing), creative processes have left behind the clichés and have gained scientificity. The promotional sector in Brazil brings in about $33bn through two thousand agencies and is expected to grow 40% in 2011. According to Prado: “The ease of production caused all products to become very similar. Some time ago it was difficult to know how to make a product. Today, any company can outsource its production plant in China. Therefore, production is no longer a barrier for any competitor and the differential is no longer in production; it is now in the design and content, and market positioning.” He cites the example of Apple: “Almost all of its products are manufactured in China, but the design, content and marketing campaigns are all developed in California — what creates jobs in California are not factories, but everything that is linked to the creative industry. Most interesting is the fact that competitors use the same factory as Apple to produce their products, but since they do not have the same design, content and marketing, they sell less. That is: the difference is all in the creative industry. The same thing happens with Nike and many other major brands.” ^

THE BEAUTIFUL GAME … ADVERTISING MARCELO GRIPA AND LEONARDO PEREIRA, FROM ADNEWS, ASSESS BRAZIL’S RANKING IN THE AD WORLD BRAZIL has been known as a superpower when it comes to football, but it's time to review this concept. Ronaldinho, Kaká, Robinho and Luis Fabiano have left the field open for Marcello Serpa, Sergio Valente, Fernanda Romano and Luciano Deos. Now it's the superpower of advertising. Brazil set a record at the Festival last year with 57

Lions, the most awarded in the Print, Media and Outdoor categories, and awards in another 10 categories. AlmapBBDO also won Agency Of The Year. The expansion of social media has opened up so many avenues for branding now. The audience is getting more sophisticated so the advertising needs to be more creative, which is what Brazil does so well. At least one third of the local population uses the internet and there are more than 212 million mobile phones. Facebook has nearly 700 mil-

lion users in the world with Brazil contributing over 19 million fans of the network. We all know this figure will continue to grow, which highlights more potential for branding investments. Aware of this, Mark Zuckerberg had created an office in Sao Paulo, the country’s largest city. On Twitter, things are no different, because Brazilian Portuguese is the second most-spoken language in the microblog network. According to a New York Times ranking of the world's most influential twitter

users, two Brazilian TV hosts, Rafinha Bastos and Luciano Huck are in the top 10. Impressed? The advertising entrepreneurs are amazed too! In the first four months of 2011, Publicis Group bought GP7, acquired the controlling stake of Talent, and has seduced DPZ. Talent and DPZ were the last of the 100%owned Brazilian agencies. Meanwhile, WPP has also acquired digital agencies F.biz and Gringo, in a country where it already employs more than 4,500 people.

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Producers take a shine to

Sunshine State Filmmakers are finding that Florida’s natural attractions — climate and landscape — are being supplemented by financial incentives, local talent and an increasing array of low-cost (or no-cost) production facilities. Juliana Koranteng reports

HE state of Florida can inspire visions of both heaven and hell. As well as long stretches of white sandy beaches and the hedonistic 24/7 parties, the region is famous for its snake-infested swamps and earthscorching hurricanes. Meanwhile, cult movies — including Brian de Palma’s Scarface — and TV series CSI: Miami and Miami Vice, have maintained its image of being a drug-smuggler’s haven. But Michael Savitz, executive producer at Miami-based production services company Shoot Collective, cannot think of a more invigorating place to shoot TV commercials than the Sunshine State. Commissioned by US ad agency Arnold Worldwide to film specific shots for an ad promoting snack food Rold Gold pretzels, Savitz and his team were handed what seemed a series of “missions impossible”. The campaign’s storylines, which Savitz shot with production company The Directors Bureau, needed to get across that Rold Gold is the snack food of choice for the affluent classes. “I was told we needed to find a horse that can dive off a yacht that included a diamond-studded Jacuzzi, a pet lion that interacts with our actor, a bird flying with a bag of pretzels in its talons, and a majestic castle that includes a moat with a pet killer whale, among other whacky ideas. Needless to say, we pulled it all off,” he says. It was in south Florida that he found the yacht, the mansion and the setting, at the Miami Seaquarium where a killer whale called Lolita is the star attraction and also the commercial’s star. Other campaigns shot in south Florida by Savitz, who is also vice-president of the Association of Independent Commercial Producers’ (AICP) Florida branch, include The Inside Edge, a spot for PepsiCo’s sports energy drink Gatorade. Working with international production company Content Anonymous, Savitz and the crew captured action-packed sports-training activity at Sun Life Stadium, home to the American football team Miami Dolphins and US baseball team Florida Marlins. Another Florida-located ad he’s fond of is in the work he did on Team Golf, a campaign for the Tiger Woods PGA Tour 11 video game from EA Sports. Commissioned by San Francisco ad agency Heat and produced with Anonymous Content, the spot required working with high-profile golf talent, including Tiger Woods himself and Mike Ditka, the legendary former coach of American football team the Chicago Bears. Also featured were “hundreds of extras”, a “beautiful golf course in Orlando” and “a gorgeous Florida day”. Florida State is fertile ground for making commercials in the US, which is still the world’s biggest ad market and where the revived sector is forecast to grow to $166bn during 2013, up from $151.5bn last year. The country’s fourth-largest state by population is home to SATURDAY, JUNE 25,2011

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r A dream location: The Morikami Museum and Japanese Gardens, a centre for Japanese arts and culture located west of Delray Beach in Palm Beach County

thousands of ad agencies or the local offices of multi-market agencies. In the south-east area, the city of Miami and MiamiDade County, Palm Beach County, Broward County and Greater Fort Lauderdale are among the popular locales for film-makers. According to a 2009 study commissioned by the state film commissioner Lucia Fishburne at the Governor’s Office of Film & Entertainment, the economic impact of the film and entertainment businesses (including commercials) amounts to more than $29bn. “It is not one of the larger destinations, but it still accounts

for between 2% and 4% of the total US commercials productions and that’s still a significant amount in terms of revenue,” says Matt Miller, the New York-based AICP’s president/CEO. “It is one of the most used regions in the US.” So, although a campaign’s creative strategy ultimately dictates where commercials are filmed, Florida remains a paradise for producers and ad agencies. Savitz explains why: “From its world-class beaches to the beautiful and tranquil everglades, the stunning Florida Keys, and the rolling-hills terrain you find

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in the northern part of the state, Florida offers a wide variety of looks. Moreover, the wonderful year-round climate and the large pool of [production] talent are among the reasons why so many projects are shot here.” Although not as popular as LA County and its links to Hollywood (which accounts for 50% of shoot days in the US), or New York City with its urban grittiness, suburbs and countryside (16% of domestic shoot days), Florida’s clement environment has influenced crucial decisions, ad agency executives insist. For a McDonald’s “initiative” launched to promote to the fast-food giant’s nuggets range, Miami-based Alma DDB cast the young people, the demographic of the targeted audience, socialising on the pedestrian mall along popular Lincoln Road in South Beach. Alma DDB broadcast director Diego Colombo explains how the appropriate climate was essential to the creativity. “We wanted an image that lends itself towards the concept of sharing food, the way you can with nuggets, among young, beautiful 18- to 24-year-old Hispanics,” he says. “And, because the ethnic appearance of US Hispanics can range from blue-eyed blonds to those of African descent, we were able to cast a variety of beautiful young kids that you can find here.” Scenes set in Hispanic communities in any part of the US can be filmed in Florida. “Although there is competition among the agencies, we know each other very well, especially through the way we interact with the local production community, directors and crews,” Colombo adds. “And because we also want to support the Hispanic advertising business, there is camaraderie.” At another level, Florida has become a reliable substitute for film scenes set in Latin America. Spanish is the second most spoken language, after English, in Florida. Several US Hispanic and Latin American media groups have TV networks located there. These include Telemundo, Univision, Venevision as well as Olympusat, which creates and distributes packages of Spanish-language TV networks. “Florida is becoming a two-pronged market, with much of the work done by the local production community being for Latin American companies or US companies shooting in Latin America,” the AICP’s Matt Miller explains. Noelle Stevenson, film commissioner for the Florida regions of Broward and Greater Fort Lauderdale, says: “The Greater Fort Lauderdale/Broward area alone has a ton of telenovelas [Latin American soap operas] filming in our backyard.” The state’s formidable reputation for nurturing some of the US’s most reliable pool of film production talent has been propelled by the initiatives and incentives offered by the state’s film commissions. As recently as 2009, the trade media were reporting how the state’s filming incentives had plummeted by 80%. This triggered intense protest among the filming community. Their efforts have yielded what many acknowledge is among

“I WAS TOLD WE NEEDED TO FIND A HORSE THAT CAN DIVE OFF A YACHT THAT INCLUDED A DIAMOND-STUDDED JACUZZI” Michael Savitz, Shoot Collective the best incentives US-wide. Stevenson attributes the booming business to Florida’s Motion Picture Tax Exemption scheme, which kicked in last year. From mid-2010 to mid-2014, $242m has been set aside for transferable tax credits for all filmmaking, including commercials. For the 2010-11 financial year, the legislature authorised $53.5m to be used as transferable tax credits. This means qualified production companies can reclaim up to 20% of all in-state expenses per commercial. These incentives apply to commercials costing $100,000 or more each. The producers concerned must have spent at least $500,000 over 12 consecutive months to qualify. Moreover, at least 50% of the crew used by production companies must be based in Florida, and 75% of the team used for digital-media projects must reside in the state. Participating vendors or lenders of qualified production services and equipment will also accept tax-exemption certificates that automatically entitle buyers to sales-tax rebates. In the Broward/Greater Fort Lauderdale region, the Preferred Production Pass (P3) scheme offers card-holding crew and cast members significant discounts on a variety of local services, from hotels and restaurants to studio facilities. Between May 2010 and March 2011, more than 80 commercials were filmed in Broward and Greater Fort Lauderdale, including spots for Coca-Cola, Nike, Toyota, DirecTV and fashion photographer/filmmaker Bruce Weber. “The overall impact for Florida has been second to none from this industry alone,” Stevenson says. Another south-east Florida area to benefit is Miami-Dade County. Commercials for Sony, e-book reader Kindle, UK supermarket chain Tesco, the Royal Bank of Canada and chewinggum brand Wrigley’s Orbit are among spots filmed in MiamiDade during the first four months of this year. According to Jeff Peel, director of the Miami-Dade Office of Film & Entertainment, ad agencies and their production companies spent $20m filming 137 commercials in his region last year, up from 101 commercials in 2009. “Commercials productions are very popular here, especially during the winter months when our temperatures stay above 700F,” Peel says. He also acknowledges the impact of the incentive packages. Another county that has proved to be a hit for commer-

n It’s not all palm tress: a neighbourhood of greater Downtown Miami, Brickell is Miami and South Florida’s major financial district and a dense, highrise residential area

US INDEPENDENTS JOIN FORCES A NUMBER of smaller production entities in the US are joinging forces to create a stronger presence in an increasingly challenging marketplace. Last year, the Cannes Lions dailies featured Bandito Brothers’ partner companies Beef Films and Chop House Post, both relative newcomers with a hands-on approach. “In the past year, the two have grown a little bigger in size while retaining the same philosophy,” executive producer Ashley Adams says. “With large compaigns for CA Tourism,

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Kmart and others, Beef and Chop are presently moving into a new studio twice the size of the previous one. When we opened Beef, smaller budgets encouraged resourcefulness and creativity, and that model has served us well, and we’ve been rewarded with great creative opportunities and more resources with which to execute them.” Partner/artist Stephen Hens believes his position on digital post has weighed in his favour when being considered for projects. “As an artist I’m dedicated to digital colour correc-

tion, and in building our new studio we’ve committed to digital from top to bottom. With so many people shooting on RED and Alexa, this is the medium of choice; our hardware, work flow, and expertise accomodate those preferences.” LA-based media company Bandito Brothers made a name for itself with the BMW M3 film Living In The Lights, which garnered 1.5 million views. Now, the company is responsible for producing one of the high-profile Hot Wheels For Real campaign, via

Mistress/LA. Launched during the Indy 500, the campaign included network ads, a 30minute television special, and a stunt that broke the world record for the longest ever distance jump in a four-wheeled vehicle. With 532 million media impressions to date (over 100 million hits in the UK alone), it became the most popular entertainment video on YouTube and the number one searched story on Google. “We don’t view ourselves as a monster company,” says executive producer Jeff Rohrer. “We’re just a tight-knit team,

and projects like this prove that we can take on anything.” The familial approach has also worked for New York-based Fluid, which has built a strong name for itself in the world of creative editorial. As the company has grown, so have its capabilities. “We have expanded and formed partnerships in several areas but the constant is community,” says executive producer Laura Relovsky. “The entire team, including sister house Butter Music and Sound, operates out of the same facility, fostering an atmosphere of mutual support.”

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cials is Palm Beach, where film production is a $100m-a-year business for the local film commission. With its 2,578 square miles of diverse landscape, including Lake Okeechobee (the US’s second largest fresh-water lake) and tropical flora, plus 33 “film-friendly municipalities”, Palm Beach “has a look that commercials producers want”, says Chuck Elderd, film commissioner at the Palm Beach County Film & Television Commission. “There’s level of experience that they look for and can get here.” Palm Beach is also popular for offering a timesaving one-stop permit application facility and free production space. “MUCH OF THE WORK DONE BY By collaborating with the local academic institutions, THE LOCAL PRODUCTION COMMUNITY from public and independent IS FOR LATIN AMERICAN COMPANIES schools through to Florida State OR US COMPANIES SHOOTING University’s College of Motion Picture Arts, Palm Beach’s film IN LATIN AMERICA” commission is able to offer extra Matt Miller, AICP valuable production resources. For example, the local G Star School of the Arts for Motion Pictures and Broadcasting has screening rooms, construction sets, offices and parking lots, and what has been described as a “$5m, Hollywood-size soundstage” and a new 12,000 square foot production space. This is in addition to the school’s original 93,000 sq ft production space, already used to shoot films and commercials but limited to projects with budgets of $10m or less. The new soundstage and extra facilities will enable the school to handle movie productions with budgets of between $25m and $50m. Qualifying producers can use them for free, in exchange for giving the students hands-on work experience. The drive to give film producers the appropriate incentives over the years has seen revenues generated for Palm Beach jump to about $100m a year from about $15m 20 years go. In 2008, it earned $109.8m, falling to $86.8m in 2009 as the global recession started to bite, but jumped again to more than $98m last year. In 2010, $14.4m was spent on the 30 commercials shot in Palm Beach, including campaigns for Gatorade, Ralph Lauren, Heineken and Toyota. In 2011, the oil group Shell and local brands such as Belk, the footwear retailer, have already enjoyed Palm Beach’s hospitality. Although cost efficiency is vital, commercials producer

Michael Savitz finds such incentives practical for his work: “Although location expenses remain the same regardless of the [film] format used, we are always finding new ways to be more efficient in how the production budget is spent. In Florida, a client’s budget can really stretch further.”^

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Canada

reaches for the sky CANADIAN CREATIVES ARE USED TO TIGHT BUDGETS, AND THEY KNOW HOW TO MAKE SOMETHING BIG OUT OF SOMETHING SMALL. MARY MADDEVER AND EMILY WEXLER, RESPECTIVELY EXECUTIVE AND ASSOCIATE EDITORS OF STRATEGY MAGAZINE, REPORT f The Claritin slogan across the downtown Toronto skyline, executed by GearWerx Experiential

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“

T’S easier to make small ideas big, than big ideas small.” This T-shirt-worthy observation comes from Steve Mykolyn, chief creative officer of Taxi, an agency that is rather good at the big-idea thing and which is headquartered in Canada, a country that’s rather good at making small ideas big. Cyber and social media have given small, local, brief-butbrilliant executions sudden scale, able to generate huge payback and massive reach. For instance, Taxi’s Pink campaign for telco Telus, benefiting breast cancer research, was a deceptively simple idea — turn your Facebook profile picture pink — that was both timely and successful, based on the social currency of the cause. Breast cancer research was the second most trending topic on Facebook in Canada during 2010. By taking Telus into Facebook, and donating $1 to breast cancer detection equipment for local hospitals for everyone who turned their picture pink, the brand’s Facebook fans increased to half a million and $200,000 was pledged. Honing guerrilla creativity in a more collaborative multidiscipline environment is something Canada does rather well. Perusing the work this year shows Canadian brands have been getting big results from smaller-scale initiatives, and making ideas work harder by colouring outside the advertising lines. Our budget-challenged and global campaign-heavy marketplace may be a factor. “We certainly should have a bit of a leg up,” confirms Media Experts CEO Lauren Richards. “It’s interesting how some of the best thinking comes when there are big challenges, like limited funds. You have no choice but to be more creative, more innovative, as you can’t spend your way to a solution.” As to who’s masterminding all the activity in this space, we asked if marketers were demanding more of the live experience and smaller-scale stunt ideas that have viral and PR potential. “I’m not sure I would say that Canadian clients are ‘demanding’ this type of work,” Mykolyn says, “but there’s an appetite for ideas that stretch beyond the media plan. Ideas that get people

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talking. For example, the Claritin sky-writing really caught fire and generated a lot of interest long after the clouds had dissipated.” The stunt, executed by GearWerx Experiential Marketing, saw Claritin take to the skies earlier this year, writing its slogan across the downtown Toronto skyline. A big departure from Claritin’s usual TV and OOH billboard campaigns, the stunt was timed to “bring people into allergy season with a smile on their face”, says Jean Lachance, senior brand manager, Claritin. As social-media marketing mainstreams and campaigns stray further from traditional advertising, taking advantage of all the new opportunities as they arise requires new creative approaches and a more streamlined nimble structure. Vision7 International, a Canada-based holding company, recently made a $12m investment to create a simplified, integrated operating structure reflecting clients’ new realities, enabling disciplines to work together with more urgency. Vision7 includes Cossette, Canada’s largest indie agency network; EdC, which operates in the UK, US and Canada; and V7 Media. For Cossette, it meant retiring several agency brands including Fjord and Blitz, and collapsing silos and consolidating all the P&Ls to create a core team on each account, with a strategic, creative, service and tech lead. “We’re moving on from ‘convergence’ to a concept we call live engagement,” says Cossette president and CEO Brett Marchand. Over at Taxi, which has expanded internationally, they’re also looking outside the big-campaign realm for their clients, even major national and global brands. “We task our creatives to come up with very small and nimble ideas,” Mykolyn explains, “ones that could be executed easily and require very few approvals, as well as big ideas that are driven by effort. And we make sure this approach is directed towards all of our clients, regardless of size.” Despite less reliance on media spend for many of these

“WE’RE MOVING ON FROM ‘CONVERGENCE’ TO A CONCEPT WE CALL LIVE ENGAGEMENT” Brett Marchand, Cossette kinds of programmes, Richards says media agencies are definitely playing a role. “The lightning speed of change in the digital arena really provides vast opportunities for new ways to ignite messaging. I believe the media agency should challenge themselves as real agents of change. We need to be cognisant of bringing consumers into the idea, versus serving more and more at them.” Richards says the most important thing is to inspire people as to what’s possible by sharing some of the best work in the world. “Great thinking inspires more great thinking, twisting and turning an idea into something new and relevant for your client. The excitement from staff, your clients and creative partners almost always can determine what should be executed.” One stand-out concept leveraged national pride by making Media Expert client Bombardier an integral part of the Olympics through a key emotional lead-up to the winter games in Canada — the Olympic torch relay. “We didn’t just sponsor the relay, which has been done in the past — with great expense I might add,” Richards says. “We recommended that Bombardier actually manufacture the torch and used this investment towards our Olympic commitment.” Bombardier had to design and manufacture 2,400 torches that would stay lit throughout the harsh Canadian winter. Richards says the initiative, dubbed “Bom-

SMALL WONDERS - THE CASE STUDIES FORTNIGHT LINGERIE’S SUPER SEXY CPR SUPER Sexy CPR is an online video created by Toronto-based Red Urban for small Canadian start-up Fortnight Lingerie. The brand didn’t have the big budgets or celebrity power of its competitors, so it made what is essentially an instructional video on how to do CPR and save a life, but with a very sexy twist. The ladies giving the demonstration happen to be scantily clad, gorgeous models. The video went spectacularly viral, garnering 1.6 million hits in the first week and more than 12 million to date. It got worldwide media attention and was even used as an instructional video by the UK armed forces and emergency medical services. Not only were sales up 800%, but also the company secured international distribution. It followed up with a second instructional video — abdominal thrusts, naturally. SWISS CHALET’S ROTISSERIE CHANNEL Swiss Chalet may sound European, but it’s a Canadian institution. The restaurant is famous for inexpensive nonfried chicken dinners and has become synonymous with roasting birds. So when its agency BBDO came up with a

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Swiss Chalet’s rapid increase in Facebook appreciation by 30,000 fans, was exactly what the brand was hoping for.

24/7 television channel playing nothing but rotating chickens, it didn’t even need branding, just buzz. And buzz it got. “I immediately said ‘I love it’. The only thing we needed to figure out was whether we could ensure that our guests could engage with it,” said Mark Daprato, vice-president, marketing, Swiss Chalet. The chicken channel was launched simultaneously on Rogers digital television and swisschalet.com. The only element included on the channel besides the birds was a promotional code for a different deal every day, which drove viewers to the Swiss Chalet Facebook page. The substantial PR coverage, which included attention from nearly every major media outlet across the country, and

STANFIELD’S GUY AT HOME IN HIS UNDERWEAR When Stanfield’s, a men’s underwear brand from the small town of Truro, Nova Scotia, wanted to reach out to the under-35s through social media, it called on Torontobased John St for help. Getting young guys talking about a “dad brand” of briefs online was a creative challenge. One idea was to hire an actor to spend 25 days in the same underwear. Framed as a challenge taken on for a good cause, and if the actor could wear a fresh pair every day, the initial reaction of disgust waned. A statistical coincidence provided an in: men under 35 were the group hardest hit by testicular cancer. By linking the brand with the cause, Stanfield’s could live up to its tagline, We Support Men. After the team found the perfect spokesperson (Mark McIntyre is a testicular cancer survivor), interactive media prodco Secret Location wired up an apartment with live streaming webcams. launched on October 6, and for every

“like” the campaign got on Facebook, Stanfield’s donated $1 to the Canadian Cancer Society, up to $25,000. The “likes” poured in as Mark waxed his chest, got a tattoo, had a blind date, all in nothing but his undies. Four days in, Stanfield’s and John St were presented with the happy dilemma of reaching their goal much sooner than expected. In the end, Stanfield’s donated just under $53,000 to the CCS. The campaign scored 45.7 million media hits, 1.3 million page views, an average viewing time of over three minutes and a cost per contact of under a penny. The Guy at Home was featured at SXSW as one of the year’s five best social media events. JOHN ST’S BIRTHDAY PARTY Another online hit for John St proved that, no matter the original intention, brilliant ideas will travel. Advertising award show entries are typically accompanied by a video explaining the campaign and why it deserves to win. These videos tend to take themselves very seriously, as demonstrated by one created by the agency showcasing the success of a campaign for Chelsea Bedano’s

eighth birthday party. The big idea was pink ponies, a theme that was carried to below-theline executions such as cake decoration, and ended in a big reveal — the mini-pony. So perhaps the birthday party was fictional, and the video was actually created as a lampoon to show at Strategy’s Agency of the Year Awards, but when it was posted to Strategy’s creative site, it created a viral sensation. Suddenly the video that was never intended for public viewing was being talked about all over the world. John St received an honourable mention at TED’s Ads Worth Spreading conference, a Gold Pencil at the One Show and calls from the CEO of Time Warner and chief global director of strategic planning of Coca-Cola expressing their love for the vid. And the Cannes Lions committee contacted the agency to use it as a guide to show how case videos have become predictable. “The video hit at a time when we need to laugh at ourselves,” says John St creative director Stephen Jurisic. “The agency industry is going through so many changes. ‘World changing’ case videos seemed the right thing to pick on.” With contributions from Carey Toane and Theras Wood

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j Campbell Canada’s Nourish campaign

bardier. Planes. Trains. And Olympic Torches” earned tons of play digitally, community by community, and in news and editorial coverage. It ultimately reached an even broader audience as it became the focus of the TV branding Taxi produced. “It really helped Bombardier break through the Olympic din.” Mykolyn provides examples of how ideas that start big aren’t scalable back into the bottle, while small executions can go anywhere. “Gatorade Replay had to be big. There’s so many moving parts, and that takes a huge investment and a ton of people.” Replay is where the teams behind US college sports games are brought back, years later, to take a second shot at the title. It entails rigorous training for the now-armchair athletes leading up to the big replay, and has turned into a popular TV series now in its third season. “Canadians, on the other hand, have fared exceptionally well with strong ideas combined with small executions,” says Mykolyn, citing Dove’s Evolution, produced by Ogilvy Canada. Evolution has been credited as the campaign that started the “earned media” quest. Describing it as “piercing insight delivered simply as an online video”, Mykolyn says: “The web became the force multiplier, and the rest is history.” Developing ideas that can go viral or garner press in a big way will never be a sure bet, but if you get it right you can go beyond share of mind to share of heart. Perhaps the best example this year is Campbell Canada’s Nourish. It’s a new product that was conceived by Campbell staffers to help alleviate hunger, designed specifically for food banks and disaster relief. Thanks in part to a Canadian agricultural innovation, nutrient-rich “naked oats”, it’s the first complete meal in a can, has a two-year shelf life and doesn’t require water or heating. “It’s not just the launch of a new product, it is the launch of an idea, a hope and a passion that has literally sparked the ‘can do’ spirit of Canadian creativity,” says Mark Childs, vice-president, marketing, Campbell Canada. Also, it’s a new CSR model for the company, with 100% of net profits being invested back into hunger efforts. This made it a perfect viral launch candidate, as it targets purchase for donation. “In launching Nourish, we did it in a way that broke through, in a way that was credible, and in a way that invited Canadians to join us rather than us telling them what to do,” Childs says. “Our media selection is not what you’d expect from a con-

“IT IS THE LAUNCH OF AN IDEA, A HOPE AND A PASSION THAT HAS LITERALLY SPARKED THE ‘CAN DO’ SPIRIT OF CANADIAN CREATIVITY” Mark Childs, Campbell Canada sumer packaged-goods manufacturer.” A full-page ad ran twice in the Globe and Mail, pushing Canadians to the brand’s Facebook page, where the campaign is focused. There, the brand offered to donate a can of Nourish to Canadian food banks for each of the following actions: like the page, watch a two-minute video, share with friends or join the discussion on the brand’s wall. Donation was also triggered by tweeting . Nourish is an example of the many disciplines that need to come together to orchestrate viral success. Agencies involved include OMD and BBDO in Toronto, Chicago-based Soulsight, Weber Shandwick, and the video was created by Toronto-based Crucial Pictures. “To unleash the full potential of the idea, we challenged ourselves, our agency and media partners to rethink, even reinvent, how we create,” Childs says. “Working as one team passionately aligned in our hunger purpose, we successfully blurred the lines of traditional roles to stimulate execution flexibility and idea builds.” Campbell is also embracing that new approach in Cook With Campbell’s. The brand and agency teams (BBDO, Proximity, OMD, 6degrees , Weber Shandwick) went beyond rethinking recipes, food styling and photography to a new cyber content-based approach. This year over half of Campbell’s investment is directed to non-traditional digital and retailer shopper marketing. “The reinvention is firmly rooted in today’s reality that, following the recession, we are cooking more at home, have less time and more stress, and increasingly tune into food as entertainment media,” Childs says. “New Canadian cooks are learning to cook again with instructional YouTube videos, a searchinspiration-oriented website, smart phone apps and a soon-to-be broadcasting Campbell kitchen webcam. This year they are voting with their mouse to share cooking tips and recipes and creating a vibrant self-sustaining community.”^ SATURDAY, JUNE 25,2011

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Audio undergoes key c

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y changes r 180 Amsterdam’s Marked For Life campaign

Music is everywhere, seamlessly integrated into consumers’ lives and lifestyles. Unsurprisingly, this fact is changing how it is being used in advertising. Gary Smith reports

IVEN the reality of modern consumption — a la carte, non-tribal and non-genre specific — providers are no longer able to rely on music being culturally relevant for it to have an impact. As a result, the process of choosing the appropriate soundtrack is going back to core creative concepts. “I’ve been doing this job for 15 years and it is now a certainty that what I’d term ‘the hipster choice’ is not going to have the sort of impact that it did in the past,” says Josh Rabinowitz, senior vice-president/director of music for Grey Worldwide. “The coolness factor is no longer attractive. Instead, music is there to either support an idea or on occasions it is the idea behind a campaign.” Added to this is another emerging reality, that music choice is increasingly a collaborative effort. “For each project, there’ll usually be quite a few people heavily involved in the final decision that there is no longer any single cultural hot-button factor or personal opinion driving it,” Rabinowitz says. “Plus the depth of choice available can sometimes lead you in the wrong direction. “We were working on a spot called Hot House, for DirecTV, where the images are highly dramatic, involving a fireman crashing through the wall of a burning house to rescue a child, and then starting to fall through a collapsing floor. At that point the action pauses, and that is the central message of the advert, that with DirecTV you can stop any sequence and pick it up again at your convenience, wherever you please in the house. “So we tried what we call a juxtapositional approach, where the music counterpoints the action rather than reflecting it, and that didn’t work. Then we tried using some experimental electronic music, and that didn’t work either. We did so many takes and nothing really gelled. Eventually we tried a Hans Zimmer/John Williams neo-classical approach with a full orchestra, and it was in the bag.” After last year’s Grey Music Legends Seminar at Lions featuring Yoko Ono being interviewed by Tim Mellors, Rabinowitz was unsure how to follow up. “Our intention [with the music seminar] is always to create a rarefied experience for people who have plenty of those, and Yoko was very entertaining as well as thought-provoking, and a truly iconic figure.” This year during the seminar, alongside the interview, Patti sang and read from her book Just Kids, and afterwards entertained delegates and journalists at a press conference. Production music company Audio Network has more than 40,000 tracks in its library, including an orchestral selection recorded at Abbey Road studios with the Royal Philharmonic Orchestra. “Initially our business model, which pitches the price low, might have seemed like a budget option to agencies, but once clients and potential clients understand what a great range of music we have, and hear the quality, we get a very different response,” says Nick Woollard, business development manager. “And currently our business with ad agencies is growing at around 25% per year.” The increasingly multi-platform approach of many campaigns is also opening up new opportunities for the company. “The growing digital output from many agencies plays to our strengths because our music comes ready cleared for a whole host of different uses,” Woollard says. “And from the agency SATURDAY JUNE 25,2011

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r Grey Worldwide’s Tim Mellors talks to Yoko Ono at the Grey Music Legends Seminar at the 2010 Lions Festival

SATURDAY, JUNE 25,2011

point of view, if you are producing 30 short films for the web, you are working to an entirely different economic model, and that’s where we offer real value.” Audio Network recently partnered with agency/producer Mind’s Eye, providing some of the music for an augmentedreality project at London’s Victoria station, called Angel Ambush, part of Lynx Excite’s Fallen Angels campaign. “A large screen was positioned in the station, and when a passer-by stood on a designated spot on the ground, a Lynx angel would appear next to him or her on the screen and they could interact,” Woollard explains. Other recent Audio Network clients include Orange, Google, Nokia, McDonald’s and Shreddies. Mind’s Eye executive producer Hughie Phillips worked with Audio Network on Angel Ambush. “BBH, who did the original TV campaign, had licensed the cover by Tonic featuring the Fallen Angels Choir of Sexy Boy for a variety of uses, but we felt that the soundtrack needed a change of pace, and Audio Network came up with that version,” he says. “The Ambush happened at Birmingham’s Bull Ring as well as at Victoria, and the public response was fantastic. In both cases it ran all day over a weekend and we had long queues of people waiting to have a go, an amazing word-of-mouth and media reaction, even though in truth what Grand Visual set up in the stations was not particularly technically complicated. The main difference between what we did and previous augmented-reality scenarios is that all anyone had to do was stand in the right spot and look up at the screen to interact.” The Angels had an approximately 20-move repertoire. “We had to film those moves from very high up so that the Angels didn’t appear crushed or distorted on the screen, and that made them seem as if they really were in the environment,” Phillips says. “And from the point of view of the overall campaign, I believe that what we did fitted with BBH’s original creative.” The Angel Ambush is in competition in both the Outdoor and Other Film categories at Lions 2011. A campaign from 180 Amsterdam called Marked For Life aims to raise awareness about the effects on children of parents’ bitter comments during divorce. Chayenne de Witte, 180’s media producer, was in charge of sourcing the music. “Generally in the recent past we have tended to use bespoke music, due to budgets being tighter than previously, and because it

“IF YOU ARE PRODUCING 30 SHORT FILMS FOR THE WEB, YOU ARE WORKING TO AN ENTIRELY DIFFERENT ECONOMIC MODEL” Nick Woollard, Audio Network can be less complicated to get the sound that everyone involved wants,” she says. “The Marked For Life campaign presented us with an interesting situation because, when we were planning and filming the campaign, there were two options: we could go with the music that the director, Ariel Kleiman of Partizan, had commissioned, but we were also talking to the Bee Gees’ publisher about using Words. “The process of approval from them was very delayed due to Robin Gibb being ill, so we were going with Ariel’s choice right up until when we were in the editing room, but then approval came through to use Words free of charge — apart from a small administration fee — and eventually, everyone agreed that it was the stronger option.” Campaigns that involve highly emotional real-life topics are often among the most difficult to synch well. “We were very aware of the fact that this is a very serious subject, and that being too emotive could undermine the very important message we wanted to put across,” she says. “But in fact, compared to a typical campaign, Marked For Life was a breeze. I recently worked on the new DHL campaign, and the client asked us to use a track that had first been used in the 60s, because it was considered to be representative of what the brand stands for. Creatively we were worried that it sounded dated, so we spent a long time searching for options, but ultimately came up with nothing that everyone could agree on, so in the end we re-recorded the original, which works fine.” The Marked For Life campaign was created for SIRE, a group of Dutch advertising and marketing individuals who donate their time to devise work that raises awareness of social issues. ^

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LIONS 2011 DAILYNEWS PUBLISHED BY BOUTIQUE EDITIONS - WWW.LIONSDAILYNEWS.COM

SATURDAY, JUNE 25, 2011

SHOOT SOUTH AFRICA LIKE THE LOCALS DO.

in Johannesburg. But it’s their love for and inside knowledge of the city that really sets them apart from the rest. So make sure you speak to the people who speak Joburg.