LionsDaily2010_issue3 by Boutique Editions

4deCouv_22nd:Lions 21/06/10 21:41 PageIV

PUBLISHED BY BOUTIQUE EDITIONS - WWW.LIONSDAILYNEWS.COM

TUESDAY, JUNE 22, 2010

4deCouv_22nd:Lions 21/06/10 21:41 PageII

PUBLISHED BY BOUTIQUE EDITIONS - WWW.LIONSDAILYNEWS.COM

TODAY’S SEMINAR PROGRAMME 10.00 DRAFTFCB PRESENTS: CAPTURING CONSUMER ATTENTION IN THE CRITICAL 6.5 SECONDS THAT MATTER Like it or not, accountability is now integral to the creative process. Team Draftfcb explains why

TUESDAY, JUNE 22, 2010

Industry is urged to raise PR standards

11.00 HILL & KNOWLTON PRESENTS: CHAOS AND JOY IN CANNES Improv Everywhere’s Charlie Todd gives a masterclass in how to cause extraordinary pranks in ordinary places 12.00 AEGIS MEDIA PRESENTS: START IN A DIFFERENT PLACE You don’t have to start with an ad, says Aegis Media’s Macolm Hunter – many of the most successful brands of the last decade came at communications from an entirely different angle 13.00 HP PRESENTS: THE RETURN OF THE PHYSICAL The true magic of digital is not what happens virtually, but how it impacts on life. Find out how communicators can leverage digital to create ‘real’ experiences 14.00 DIGITAS PRESENTS: CAGE FIGHTING COMES TO CANNES Is brand-funded content fun or foul? Digitas’ Mark Beeching, rapper Nick Cannon and producer Gavin Polone hit on answers in a no-holds-barred cage fight 15.00THENETWORKONE PRESENTS: THE INDEPENDENT AGENCY SHOWCASE Be inspired by award-winning work and challenging views at this centrepiece annual event 16.00 PUBLICIS & CONTAGIOUS PRESENT: THE CONTAGIOUS CONVERSATION The best brands converse with their audiences. The panel examines the power of contagious advertising 17.00 YAHOO! PRESENTS: LAUGH, CONNECT AND DEBATE WITH JEFF GOODBY AND BEN STILLER Yahoo!’s Elisa Steele talks to advertising legend Jeff Goodby and Hollywood’s powerhouse Ben Stiller about creativity, inspiration and pushing the digital boundaries

Paul Taaffe

Tom Beckman

THE PR jury decided to deliver “a kick up the bum” to PR agencies by awarding a meagre 12 Gold and 31 Silver Lions, jury president Paul Taaffe said yesterday. Announcing that TBWA\ Chiat\Day of the US had bagged the Grand Prix with its Replay strategy for Gatorade, Taaffe said he was speaking for the entire jury in sending a rebuff to agencies. “The majority of entries were from ad agencies

who were making a statement that they felt comfortable in PR,” he said. And the jury showed disapproval by awarding no Lions in many of the key categories, because “the quality was not sufficient”. “Like the World Cup, the small countries have given the large countries a run for their money when it comes to creativity and good scoring,” added Taaffe, who is global chairman and CEO

Julie Winskie

of Hill & Knowlton. He was confident, however, that more PR agencies would enter work next year. “Ad agencies have been doing this festival for 57 years, PR agencies have been doing it for two,” he said. No Bronze Lions were awarded because the field of 571 entries was too small. “I’m fairly sure that next year, if there is another 31% increase in entries, you will see >>> TURN TO PAGE 3

Second Grand Prix for Gatorade

ALL SEMINARS ARE IN THE DEBUSSY UNLESS INDICATED

Tina Manikas

James Daniels

REPLAY, the campaign for energy drink Gatorade by USbased TWBA\Chiat\Day and Paragon Marketing Group, walked off with the relaunched Promo & Activation Grand Prix. The choice was unanimous among the juries, who also gave

INSIDE

out eight Gold Lions, 20 Silver Lions and 26 Bronzes. So successful was Gatorade’s TV and social-media campaign, which pushed the message that you are never too old to refuel your energy, that it is being considered for a TV series and a

IGGY POP HELPS NZ WIN DIRECT NEW ZEALAND’s Special Group has won the Direct Grand Prix for its Orcon Broadband campaign. Direct jury president, Pablo Alzugaray, CEO of Shackleton, said he had known immediately that the Orcon Broadband campaign was a winner. “The idea of having Iggy Pop re-record The Passenger in real time, using a band in New Zealand chosen via online auditions with Iggy Pop in Miami, was the one of the very best uses of a celebrity I have ever seen,” he said. “It’s intelligent, experiential and response-driven. It’s also a fantastic product demo.” Alzugaray added that, with 30 jurors, this year’s Direct jury was the biggest ever in the history of the Lions. “I was nervous about how it would work,” he admitted. “But it has been a real pleasure, and we really needed that many people to go through the 1,500 entries. Direct is not like judging a 30-second TV spot. In Direct, you are judging cases rather than pieces, so you have to understand the context and that takes time.” Alongside the Grand Prix, the jury awarded 19 Gold Lions and a total of 55 Silver and Bronze Lions.

Eric Fremont

Hollywood movie. “The concept was one you got straight away,” said jury president Tina Manikas, Draftfcb’s global retail and promotions officer. “It demonstrated that the calibre of the entries had to be very >>> TURN TO PAGE 3 high.”Jury

Pablo Alzugaray

FESTIVAL NEWS P1-13 DESIGN SHORTLIST P14,15 CYBER SHORTLIST P17-21 PR WINNERS P23-29 DIRECT WINNERS P30-39 PROMO & ACTIVATION WINNERS P40-44 PROMO & ACTIVATION: INDUSTRY VIEW P46-51 FOCUS ON THE NETHERLANDS P52,53 SCREENINGS P56

02_AD:25â&#x20AC;˘01 front 22/06/10 22:53 Page2

18/05/2010

23:10

D3-04+D:25•01 front 22/06/10 01:30 Page4

NEWS

PINDER STARTS A POWERFUL CONVERSATION PUBLICIS Worldwide’s chief operating officer, Richard Pinder, will be appearing with Paul Kemp-Robertson, co-founder of Contagious Communications, and Jess Greenwood, director of Contagious Insider, at today’s Contagious Conversation seminar. “Advertising as a business exists to provide conversations,” Pinder said. “In fact, it always has, but it used to be called direct market-

Publicis Worldwide’s Richard Pinder

ing.” He added: “Conversation is the most powerful force in marketing and the best brands are those who know how to listen, and who bring their own conversation to the table.” Social media is also playing its part in these conversations, Pinder said: “What used to be called new media is becoming part of the mainstream and, consequently, conversations are the most effective way for brands to create deeper engagement and lasting connections with the people who buy their products. Concurrent with that, brands need to broaden the experiences they offer and also reward consumers for their loyalty.” At today’s seminar, Pinder, Kemp-Robertson and Greenwood will be presenting four different ways to analyse conversations. “We will also be attempting to define what great advertising is in the era of the mobile and the internet,” Pinder added.

TUESDAY, JUNE 22, 2010

Yahoo! captivates Cannes with comedy, creativity and castles AFTER four weeks of hectic dealmaking, which has seen partnerships announced with Facebook, Twitter, Starbucks, social games provider Zynga, Nokia and footballer David Beckham among others, Cannes provides an opportunity to see where the online portal is heading next, according to Yahoo! chief marketing officer Elisa Steele. “We have a number of great experiences to show,” she added. Hollywood comedy king Ben Stiller joins advertising legend Jeff Goodby for today’s Yahoo!

seminar, Laugh, Connect And Debate. “We decided the talk should be about storytelling,” Steele said. On Thursday, the Brand Castle takes shape: Yahoo! will assemble sand sculptors from Europe and the US on the Croisette in order to demonstrate the art. Steele said Yahoo! would also be explaining its slogan ‘science, art and scale’ — the science of advances in digital technology, the art of creativity and the scale of “advertising using different media to tell a story”. I

Yahoo!’s Elisa Steele: “We decided the talk should be about storytelling”

Time to re-imagine the agency model? TODAY at 15.00 in the Debussy, Nick Law, R/GA’s chief creative officer for North America, and Barry Wacksman, executive vice-president and chief growth officer, will discuss how the advertising industry needs to re-invent itself for the digital age. “In the first half of the seminar, we’ll be offering our interpretation of the key changes in the advertising industry over the last decade,” Wacksman said. “Then we’ll be exploring how to build a modern agency from scratch, what agencies need to be producing in order to keep pace with

today’s consumers, and what sort of people and skills you need to be hiring.” Law believes that pretty much everyone could and should feel threatened by the present climate. “Anyone who has a craft owes that to a certain context — and contexts can change,” he said. “Type-setters in London in the Eighties would have said that a Mac could never set type like they could, and they’d have been right. But the technology changed and proved them wrong. Today it’s the creatives that are fetishising their craft, but the context is changing.”I

R/GA’s Nick Law (left) and Barry Wacksman: “contexts change”

D3-04+D:25•01 front 22/06/10 01:30 Page4

NEWS

Publicis Worldwide’s Richard Pinder

TUESDAY, JUNE 22, 2010

Yahoo!’s Elisa Steele: “We decided the talk should be about storytelling”

R/GA’s Nick Law (left) and Barry Wacksman: “contexts change”

05_AD:Lions 22/06/10 23:04 Page5

REIMAGINE

REDESIGN P R E S E N T E D

B Y

NICK LAW CHIEF CREATIVE OFFICER BARRY WACKSMAN CHIEF GROWTH OFFICER F R O M

WEDNESDAY, 23 JUNE FROM 15:00 - 15:45 DEBUSSY THEATER PALAIS DES FESTIVALS

D-6+D:25•01 front 22/06/10 22:21 Page6

NEWS

Academy on course with new sponsor and social focus

Amy Johnson: “Everything you see is printed on a HP device”

HP is making the Young Lions Zone feel like home HEWLETT Packard (HP) is at the Cannes Festival for the first time as a sponsor and it has — literally — demonstrated its print prowess in the Young Lions area. HP has made one part of the area its own with a domestic ambience including a table, chairs and soft cushions. Amy Johnson, HP’s social-media manager for graphic arts, said: “Everything you see is printed on a HP device.” Surfaces bearing HP imprints range from wallpaper through table covers to the cushion cases. “It makes it very exciting to show the breadth of what we are able to do,” Johnson added. In Cannes, she is explaining

Richard Boyko and Clive Challis brief academy students on the week in Cannes

how HP’s role has expanded from a leading supplier of office and home printers. “As our portfolio has grown, we have become not just a hardware company but a solutions company, which has a lot to offer the advertising world.” HP is also hosting a seminar today entitled The Return Of The Physical, which will discuss how digital production tools can be used to create more ‘real’ experiences. Speakers include AlmapBBDO’s Marcello Serpa, HP’s Tariq Hassan, Goodby, Silverstein and Partners’ Erik Vervroegen and Nick Parish of Contagious magazine. I

THE ROGER Hatchuel Academy launches into its eighth year with a new sponsor — Draftfcb — and the cutting-edge use of social media. The Academy was founded in 2003 by former Festival chairman Roger Hatchuel to give students in advertising, communications and marketing first-hand experience of Cannes and an opportunity to learn from the creme de la creme of the ad world. Among the speakers giving private academy sessions this year are Nick Brien, chief executive of McCann WorldGroup, Paul Lavoie, chairman and chief creative officer of Taxi, and Tony Granger, global chief creative officer of Y&R. Draftfcb’s decision to sponsor the Academy is reflection of its recognition of the need to develop “bright, exceptional talent for the future of the advertising industry”.

,,, "% "% "%

TUESDAY, JUNE 22, 2010

“What the students come away with is, we hope, a better understanding of the importance of strategy,” says Academy dean Richard Boyco, director and professor of Brandcenter in the US. In addition to rigorous daily training sessions, this year’s 35 students from across the globe have access to all Festival events. “It’s an intense and formative experience,” said Clive Challis, head of the advertising course at Central Saint Martins in London, who has been course tutor for the Academy since its inception. “Students see the world of advertising for the first time from a global point of view and often go back with a feeling that they can change the paradigm in their own country.” Draftfcb is encouraging festival attendees to follow the students’ experiences via www.twitter.com/rha_youngtalent/rha20 10. Students are also being pro-

"# $ ,( -( ,

vided with a flip cam — courtesy of Draftfcb — to record their festival experiences on www.livestream.com/rha_young talent. At the end of the week, selected students chosen by Academy representatives and Draftfcb will be invited to take up a Draftfcb internship. I

Roger Hatchuel Academy’s Richard Boyko and Clive Challis

)

%*'(

%# -

& ) ( $ %$" $ # $ ,( ( '+ , ( " ) %$ % $ ,( ()%' ( $ ) " (% #*( + ') ( $ # $ $ #% " % ' $ *""- $) '$ ) %$ " #

)

I have not yet done anything or see anything done on digital that could not be ndon on film and be more beautiful and easeier .

ÂŠKodak, 2010. Kodak and Vision are trademarks.

07_AD:Lions 22/06/10 22:27 Page7

Joaquin Baca-Asay Director. Cameraman. Realist.

â&#x20AC;&#x153;THERE HAVE BEEN PROJECTS WHERE I WOULDâ&#x20AC;&#x2122;VE BEEN SCREWED IF Iâ&#x20AC;&#x2122;D SHOT DIGITAL.â&#x20AC;? PRUH V HW XS V ,ÂśOO JHW \R X O WD JL GL I R DG QVWH H OLJKWV DQ G ,I , V KR RW Âż OP L ,ÂśOO X VH K DO I WK HU WW EH N RR O LWÂśOO KH FUHZ , MX VW Z LO O $ QG WÂśOO W DNH KDOI W H WR OLJKW LW , DN W OG W RX Z LW H UV :RUULH G DE RX work KDOI W KH WLP PH Z LW K WK H DFWR WL cial ing, K XF r P DV e H LF m E HW om nyth n DQ G ZHÂśOO JHW WZ RU P P $ QG , is c o a SHUI RU SHUI e. H can d oaqui W RR s VK O i ÂśO :H m j " e O E XG JHWV o/ pro ven h VKRRW LQJ GLJLWD com om/g ro DP H RU OHVV WK DQ s to has p dak.c e s LWÂśOO FRVW W KH V u o o W ref Volv e at k V DOZD\V Z RU WK L res nd mor 6KR RW LQ J RQ Âż OP L ictu , a P ca rn ark meri m. Lea of P of A il y f a k s n h a-A EF, Ba e, wit Bac r IC whe quin for UN any Joa

D3-08+D:25•01 front 22/06/10 23:30 Page8

NEWS

Only gamechanging ideas good enough for Greenberg

Press jury president Mark Tutssel: “connecting in a highly intelligent fashion”

People still read but can we still write? PEOPLE are always asking Mark Tutssel, chief creative officer of Leo Burnett Worldwide and Press jury president, whether print is dying. “I say it isn’t going anywhere,” he said. “It’s a one-to-one relationship that allows you to connect with people in a highly intelligent fashion. That’s the kind of work the jury and I are looking for.” The industry has been migrating to other forms of commu-

TITANIUM & Integrated awards honour ideas that point the way, and transform what businesses, consumers and clients do and how they do it. That’s how Bob Greenberg, president of the Titanium and Integrated jury, describes the coveted awards that were introduced in 2003. The exceptional levels of creativity expected of Titanium and Integrated mean a Grand Prix may not be awarded every year.

However, Greenberg pointed to the Obama For Amer- Titanium and Integrated president Bob Greenberg ica campaign, which won a double Grand CEO and global chief creative Prix in the category last year, officer of R/GA. This year’s as the epitome of a worthy Ti- Titanium and Integrated Litanium and Integrated win- ons jury will also present a ner. “Obama For America Grand Prix For Good, a new showed the way forward and, award designed to honour enthrough multiple platforms, tries that are ineligible to win brought community into every Grand Prix in other categories aspect of the campaign,” said because they are made for charGreenberg, who is chairman, ities or public services.

Digital finds a home in the great Outdoor

nications, Tutssel added: “But people still read newspapers. I don’t think humanity has lost the ability to read but, as an industry, we’ve lost the ability to write.” As for the Press class of 2010, Tutssel said he had seen two or three exceptional works, but a lot more that were formulaic. “We’ve culled those,” he added. “People don’t read newspapers for the ads, but the best press ads always get read.”

OUTDOOR is a traditional media but it is reinventing itself through the use of technology. That’s the word from Tay Guan Hin, Outdoor jury president and regional executive creative director of JWT Asia. Tay observed that there have been “huge debates down the years about what makes a good Outdoor piece”. In recent years, the category has made huge strides on the technology front. “But it’s not just about digi-

Cyber jury engages in positive thinking Radio tunes into the next generation Outdoor jury president Tay Guan Hin

DON’T be seduced by awardsshow videos. That was one of the first instructions given to Cyber president Jeff Benjamin, chief creative officer of Crispin, Porter + Bogusky, to his 25

Cyber Jury president Jeff Benjamin

TUESDAY, JUNE 22, 2010

jurors. “The videos are sent in to guide us,” Benjamin said. “I wanted them to be seen in that light and make sure that we spent enough time on the awards entries, not just the videos explaining them.” Benjamin believes Cyber is maturing and is more focused on innovation. But he had instructed his jurors to look for a real idea behind the work, not just the flash of technology. He also encouraged his jurors to have fun and to look for reasons to like things. “There is a tendency to weed out the bad, but I asked them to pull great work in as opposed to pushing out bad work. It kept everyone positive.”

AFTER listening to nearly 1,300 entries in the Radio category, jury chairman Paul Lavoie, founder and chairman of Canada’s Taxi, is impressed by the number of countries represented on the shortlist. “We have been very strict with the selection and there really are no duds on the shortlist, so if you’re included, you can be very proud,” Lavoie said. “But it’s the geographical spread of work that is most remarkable. That’s partly because the cost of making radio spots is relatively low, which democratises

it.” At the start of the judging process, Lavoie set his jurors a challenge: “I asked them make their selection with the next generation of radio listeners in mind,” he said. “I think it’s hugely important to consider what future listeners will expect from advertising and from radio. Then there’s the looming technological aspect. We are starting to see websites included with broadcast radio, which obviously speaks to the younger audience. Ultimately, though, it’s still all down to the quality of the idea.”

tal,” he added. “Outdoor can also be about the specific uses of ink or a creative way of using a material.” According to Tay, great Outdoor work is “simple but brilliantly executed. They are ideas in which the consumer is engaged in a conversation.” He added that, whereas social media can offer a one-on-one experience, “Outdoor has the ability to have a social context”.

Radio jury president Paul Lavoie

D3-09+D:25•01 front 22/06/10 23:31 Page9

NEWS

It’s not the economy, stupid, agencies just aren’t listening Human Mirror: seeing double on the subway

Welcome to a world of organised chaos WATCHout! Being in Cannes could make you part of a PR event organised by Improv Everywhere. PR group Hill & Knowlton (H&K) has brought to the Festival Charlie Todd, founder of the firm that stages impromptu events in public places. Today at 11.00, Todd speaks at an H&K seminar titled Chaos And Joy In Cannes. But, warned H&K global chairman and CEO Paul Taaffe, Improv Everywhere may also stage an event in Cannes. “Sometimes these events are just a bit of fun, sometimes there is an element of PR in them, but they are always enjoyable and, as a result, a conversation is created,” Taaffe

said. Among examples of the former was Human Mirror, for which Improv Everywhere filled a New York subway carriage with identical twins, who sat opposite each other, dressed identically and mirroring each other’s actions. Who You Gonna Call? had the team re-enacting the opening scene of the film Ghostbusters by bursting into the New York public library on 42nd Street to trap sheet-clad spectres. The aim? “The library is facing serious budget cuts, and they thought having us do something awesome there might serve to remind people of how great the NYPL is,” Todd said. I

SIMON Mainwaring’s presentation on Sunday— The How Of Social Media — featured the multi-award-winning brand consultant laying out his ideas of how the advertising industry needs to change in order to survive. “Agencies are struggling and it has nothing to do with the economic crisis,” Mainwaring said. “They are struggling to reinvent themselves because, in order to survive in the digital world, they are going to have to reverse everything they know. Push is now pull, monologue is now dialogue and image is now all about authenticity. Plus, consumers now act as brands’ moral compass and they increasingly co-author the stories brands’ tell.” Lack of empathy is another reason why agencies are experiencing problems, Mainwaring said: “Success is increasingly determined by the quality of the listening and this is some-

Simon Mainwaring: agencies must “reverse everything they know”

thing that brands are currently better at than agencies. Agencies need to become day-traders in social emotion, because technology is teaching us to be human and empathetic again.” Mainwaring had also invited Alec Ross, senior advisor for innovation at the office of the US secretary of state, Hilary

Clinton, to talk about the White House’s charitable works. “What we are finding increasingly in developing countries is that the best innovations often do not come from the western world,” Ross said. “We have to recognise where the relevance and expertise is and give it every chance we can.” I

TUESDAY, JUNE 22, 2010

D3-10+D:Lions 22/06/10 22:22 Page10

NEWS

DU HONG

JEAN BOECHAT

PRASANNA KULKARNI

KATHY DELANEY

SEBASTIAN HARDIECK

LEANDRO RAPOSO

IVAN JOHNSON

TOM HAUSER

RAF DEBRAEKELEER

LEANDRO RAPOSO, MCCANN ERICKSON MADRID, SPAIN: “What I’ve seen of the traditional media has been very good. Of course, the biggest challenge for Outdoor is doing something that is not intrusive, but is enjoyable and entertaining while still delivering the message. In this, the experience of the digital world is important. Ambient media has clearly improved in the last decade — and even just in the last year, based on what I’ve been seeing.”

RADIO IVAN JOHNSON, NET#WORK BBDO CAPE TOWN, SOUTH AFRICA: “When I started listening to the entries, I really didn’t think that there was much of note in there. But in fact, since we filtered the work, we have some great stuff and I think there’ll be a few surprises when we announce the winners. There are some very good serious campaigns and, of course, some funny ones too. Overall, it represents a good spread of work.”

sake. When the big idea comes through, however, it’s magic. And it is coming through a bit.”

TOM HAUSER, GRABARZ & PARTNER, GERMANY: “It really is a great shortlist and I would be proud to be on it. I also enjoyed the challenge that Paul [Lavoie, jury president] set us, which was to consider the needs of the next generation of radio listeners. It’s no coincidence that we are starting to see radio advertising used differently. Integration with websites is an obvious move, but we have also had a few campaigns where they provided us a short film to explain the context.”

SEBASTIAN HARDIECK, BBDO DUSSELDORF, GERMANY: “I’ve been surprised to see how many big ideas are coming through in traditional as well as ambient media. In traditional media, I’m looking for great ideas that make people laugh or cry and that break borders in some way — maybe even have the possibility of moving in the direction of digital. For ambient, I’m looking for use of digital to deliver the big idea, not just technology for technology’s sake.”

RAF DEBRAEKELEER, COBRA RADIO BREWERY, BELGIUM: “After 17 years making radio ads, I hadn’t expected to be surprised by very much — but I have been. The fact that different cultures use the radio differently and have vastly differing mores about the use of radio was something I hadn’t expected. And some of the ads are so far away from my culture that I’ve needed help from other jurors to understand the context.”

THE CHOICE IS THEIRS... It was a long day of decision-making yesterday for the Cyber, Outdoor and Radio jurors, as they sieved through hundreds of entries in search of the best in show. The Lions Daily News caught up with them mid-deliberation

CYBER DU HONG, SINA TECHNOLOGIES, CHINA: “Cyber is exploding all over the world. It’s a category that is becoming increasingly energetic, innovative and creative and, at the same time, it utilises technology well. I’m looking for winning work that is effective in content generation and distribution. And I’m seeing some good examples of what I see as a combination of sense and sensibility.” JEAN BOECHAT, JWT, BRAZIL: “Cyber is dynamic and rich, with a lot of different ways to involve and engage. I’d like to see winTUESDAY, JUNE 22, 2010

ners with clever ideas that are beautifully executed, but that also point to the future — because right now in the cyber world, we are building that future. And I think ultimately, especially when it comes to cyber and creativity, the best use of technology is when you don’t see it. It should be like the air we breathe, there but not there.”

PRASANNA KULKARNI, OGILVYONE WORLDWIDE, INDIA: “In the past couple of years, the social networks have energised everyone. Brands are also now creating platforms for the user to participate in. The quality of

the work I’m seeing is good, especially in mobile applications. Overall, mobile as a platform is really cutting edge and experiential, and I’m seeing a great mix of ideas, design and use of technology.”

OUTDOOR KATHY DELANEY, SAPIENTNITRO, US:“I thought I was going to see a lot of interesting technology in Outdoor — and I have. But what seems to be missing in many instances is the big idea that is enabled by the technology. We are seeing a lot of technology for technology’s

D3-11+D:Lions 22/06/10 22:39 Page11

NEWS

[Top] Yating Hsieh and John Chung from Taiwan saw the newness of Channel 16 as a challenge.“It’s quite challenging and the fact that we haven’t heard of it before adds to the difficulty,” Yating said. [Middle, left] Canada’s Tal Wagman, left, and Yusong Zhang were not surprised by the choice of client.“It seems very exciting and a big challenge,”Wagman said. “There are lots of teams to compete against ” [Middle, right] Oxfam’s Ed Pomfret briefs the Young Lions Cyber teams [Bottom] Julia Deinhamer and Philip Mayer from Austria were impressed by the idea of Channel 16.“It’s a good idea to report on the areas of conflict you don’t see in newspapers,” Mayer said

Young Lions called to help raise awareness of world’s forgotten disasters A BRAND new website that aims to alert the world to overlooked disasters and conflicts is the client for the Young Lions Cyber competition. Ed Pomfret, conflict and humanitarian campaigns manager for Oxfam, told teams from 35 countries that the ch16.org website was going live as he spoke. Channel 16 — named after the international radio distress frequency — had been set up by a number of charities including Oxfam, which work in areas beset by violence and disaster “to build a constituency of interest in these issues and encourage people to take action”. While global coverage of the

Haiti earthquake and 2006 tsunami, there had been hundreds of other disasters which received little or no mainstreammedia attention. It was estimated that last year 42 million people were uprooted by conflict and persecution. “In Afghanistan most debate is about troops in or out, but you don’t hear about the poverty a lot, and the fact that one in five babies die before birth. “In Somalia you hear about piracy. What you don’t know is that this country has not had a stable government for 18 years.” In the Democratic Republic of Congo, a “forgotten war” had resulted in 5.4 million

deaths. Channel 16 would be a forum for independent bloggers, citizen journalists and non-mainstream news services to report from conflict and disaster areas, by SMS, phone, email, twitter or using the ch16.org reporting tool. The audience would be “worldaware, connected citizens, people who look beyond their own countries and care about what is happening globally”. Actions on the site might be collecting a voice petition urging world leaders to put the needs of the Afghan people first, or a community in Somali organising itself. Channel 16’s aim was to get 200,000 signed-up members by the end of its first year. ■

+ < J = N G D M L A G F 7 9 J = Q G M J = 9 < Q > G J L @ = ? ] f ] n Y > a d e ; g & a k l ` ] _ d g Z Y d d ] Y \ ] j a f + < [ g ee] j [ a Y d h j g \ m [ l a g f

+ < Og j c k ` g h t ; Y f f ] k D a g f k * ( ) ( L m ] k \ Y q B m f ] * * f \ t ) * 2 + ( % ) , 2 + ( t Og j c k ` g h J g g e D ] n ] d % ) ! OOO& ?= F= N 9 > A D E; G& ; GE , ( * % . / Eg o Y l 9 n ] L g j g f l g & ; Y f Y \ Y E. C + = + ( ) & , ) . & ) . & . 0 0 -

TUESDAY, JUNE 22, 2010

D3-12+D:25•01 front 22/06/10 23:27 Page12

NEWS

CONSUMERS CAN BE SOLD ON A SMILE IF MARKETERS make consumers smile, they will find it easier to sell to those increasingly empowered by digital media, according to interactive agency SapientNitro. In a seminar headlined Customers Are From Mars, Brands Are From Venus, SapientNitro analysed a series of trends that confirmed consumers’ growing authority in their relationship with brands. These trends included Local Goes Global, Offline Is Online, Real Is Virtual, Big Is Small, and Catch Consumers; Don’t Target Them. Speakers said these slogans represent paradoxes created by technology as it changed the roles and relationships between people and brands. “The internet was originally about sharing and communicating. But as technology evolved, it has had a way of isolating us. Now we’re getting addicted to sharing and reaching out to each other once again,” said Laura McFarlane, SapientNitro’s vice-president, strategy. Nathaniel Perez, SapientNitro’s head of social experience, added that this means “[brand] loyalty is an illusion. Instead, we buy into recommendations [via social networks].” With that, they invited Ian Maskell, global marketing director of Unilever’s Heartbrand icecream, to explain the brand’s mission to incorporate “happiness” into its marketing strategy. He told the audience that “money doesn’t make you happy, but happiness makes people live longer”.

Bug Norway’s Dave Spilde: “A magical room designed to tell stories”

SAWA speakers see cinema experience providing the best of old and new tech IT WAS standing room only for SAWA’s Cannes presentation and although most eyes were on the latest technology, the speakers also stressed the enduring potency of cinema. Dave Spilde, managing director of Bug Norway, began with the advantages digital cinema offers: “It’s cost saving, you don’t have to make 35mm prints; it gives you higher flexibility because you can put it on more quickly, and you can do targeted advertising — you can put it on in a certain screen or

a certain city or for a certain age group. Digital quality is also consistent.” But he added: “Loads of media have these qualities. What is unique for cinema is the big sound and the big picture, the high impact and recall of a cinema audience. The cinema is a magical room designed to tell stories, whether it’s the feature film or the advert.Other media today have such short attention span it is difficult to tell a story in the same way.” Julian Pinn, of Dolby Labora-

tories, gave the audience a sneak preview of Toy Story 3, the Dolby 7.1-sound, 3D blockbuster which grossed $158m on release this past weekend. There was also a peek at Jon Landau’s Dolby 7.1 remix of Avatar. Dolby 7.1 results, he said, “are a more believable experience, a more immersive entertainment and, for you [advertising creatives] a more powerful communication than ever before”. James Stewart, president of Geneva Film, Canada, said:

EA demonstrates how brands win at gaming Ian Maskell: “Happiness makes people live longer”

Laura McFarlane and Nathaniel Perez

TUESDAY, JUNE 22, 2010

AS IF you didn’t already know it, gaming is now bigger than Hollywood. In its first weekend Avatar grossed $232m in the US, but the first day that Modern Warfare II went on sale there, it grossed $401m. “The demographic playing games has broadened hugely,” Elizabeth Harz, senior vice-president, global media, at EA, said. “Of course we have the male 18to 34-year-old group who are lost to some other media, but also now 34% of gamers are women and 33% of all gamers are parents, 81% of whose children also play games. I think that the sheer number of brands who

come to [technology show] E3 proves how relevant gaming content is to advertisers these days.” According to the vice-president of EA Sports, Jon Rosenblatt, EA’s sport-based games are intended to provide experiences that ignite the emotions. “We are now in the top five sports entertainment brands and our games have an incredibly loyal fan base,” he said. “We are now seeing familial links thanks to students who started playing a game like FIFA when it came out 11 years ago, and who have since got married, had kids and are still playing.” I

EA’s Elizabeth Harz: “34% of gamers are women”

“As filmmakers we don’t care whether it’s 3D, live-action, CG or converted material from 2D. When you see the frog reach out of the screen it doesn’t matter how it was created as long it is mesmerising. Your spots can be exactly like that. “When we tell stories we try to recreate the best experiences we have. When we dream we dream in surround sound and in surround picture and that is what 3D creates. If you’ve seen Avatar it’s like dreaming with your eyes open.” I

D3-13+D:25•01 front 22/06/10 23:33 Page13

NEWS

Nigeria’s Joy Ufelle Ogechukwu (left) and Isioma Okeleke

Jeremy Gilley

Ola Winsnes (left) and Thomas Straw from Norway

Diana Carolina Wiest and Alejandro Torres Pinzon from Colombia

Peace breaks out for theYoung Media Lions WHAT will you do to make peace on September 21? That question is the core of the challenge facing the 24 teams in the Young Lions Media Competition. The client, described by Cannes Festival CEO Philip Thomas as one of the most exciting ever to brief a Young Lions contest, is

Peace One Day, which was set up in 1998 by actor and filmmaker Jeremy Gilley. “I was frightened and confused,” he said in his briefing. “I could not understand the fighting, the killing, the destruction. I wanted to ask questions and find answers.” In the subsequent 12 years, Sep-

tember 21 has become a day of peace backed by every member of the United Nations. The Taliban’s agreement not to kill anyone on that day had enabled 4.5 million children in Afghanistan to be vaccinated against polio and relief supplies to be brought into many global

conflict zones. Peace One Day spreads its message through websites and social networking, educational materials, life-saving initiatives, annual celebrations and football matches held in every country. It had the corporate backing of Dior, Innocent, Skype, Coca-Cola, British

Airways, Puma and Ben & Jerry’s. The brief for the Young Lions teams was to engage young people in that mission, he said. The aim is to have 50 million of them doing something for peace — internationally or in their own homes or schools — on September 21. I

TUESDAY, JUNE 22, 2010

D2 14-15 Design Listings:25•01 front 22/06/10 01:07 Page14

SHORTLIST DESIGN

CAT

TITLE

CLIENT

PRODUCT

ENTERED BY

COUNTRY

OLFA CORPORATION ROHTO PHARMACEUTICAL LA BIENNALE DI VENEZIA SHELTER FINE CELL WORK

PAPER CUTTER LUXURY SKINCARE PRODUCTS INTERNATIONAL ART EXHIBITION SHELTER CHARITY ORGANISATION

DENTSU TOKYO DENTSU KANSAI OSAKA STOCKHOLM DESIGN LAB STOCKHOLM LEO BURNETT LONDON THE PARTNERS LONDON

JAPAN JAPAN SWEDEN UNITED KINGDOM UNITED KINGDOM

YOSHIDA HIDEO MEMORIAL FOUND./ADVERT. MUSEUM YOSHIDA HIDEO MEMORIAL FOUNDATION ORQUESTRA SINFONICA DO ESTADO DE SÃO PAULO PRO WILDLIFE ZOO RECORDS EDITIONS POINTS PUBLICIS COMMUNICATIONS PUBLICIS COMMUNICATIONS PUBLICIS COMMUNICATIONS BERLINER PHILHARMONIE HEWLETT-PACKARD

ADVERTISING AWARDS ONE SHOW 2009 EXHIBITION IN JAPAN CONCERTS ENDANGERED ANIMALS AWARENESS ALTERNATIVE MUSIC SHOP FAMOUS SPEECHES COLLECTION ADVERTISING AGENCY ADVERTISING AGENCY ADVERTISING AGENCY BERLIN PHILHARMONIC ORCHESTRA PERSONAL NOTEBOOKS

DENTSU KANSAI OSAKA DENTSU TOKYO MÇQUINA ESTÚDIO SÃO PAULO JUNG VON MATT HAMBURG LEO BURNETT HONG KONG MARCEL PARIS PUBLICIS COMMUNICATIONS MUMBAI PUBLICIS COMMUNICATIONS MUMBAI PUBLICIS COMMUNICATIONS MUMBAI SCHOLZ & FRIENDS BERLIN PUBLICIS COMMUNICATIONS GURGAON

JAPAN JAPAN BRAZIL GERMANY HONG KONG FRANCE INDIA INDIA INDIA GERMANY INDIA

SMALL SCALE CORPORATE IDENTITY SCHEMES A01/003 A01/007 A01/015 A01/078 A01/098

CUTTER ART OF OLFA LAUNCH OF EPISTEME SKINCARE RANGE LA BIENNALE DI VENEZIA HOUSE OF CARDS IDENTITY FINE CELL WORK

POSTERS A02/006 A02/018 A02/047 A02/061 A02/080 A02/086 A02/101 A02/102 A02/103 A02/112 A02/125

ASIAN WAVE - ADFEST 2009 EXHIBITION IN JAPAN THE ONEDER BRAIN!! MUSIC POSTERS PRO WILDLIFE STAPLE POSTER - WHALE HIDDEN SOUND CAMPAIGN FAMOUS SPEECHES COLLECTION BEER MOUNTAIN SKY 128 STARS – 1 ORCHESTRA MINI BEGINNINGS

FLYERS, TICKETS, INVITATIONS, POSTCARDS, CHRISTMAS AND OTHER GREETINGS CARDS A03/028 A03/044 A03/047

UNEQUAL CHILDHOOD PAPER-CUTTING CANDLE PROJECTOR TURNER DUCKWORTH HOLIDAY CARD 2009

CHRISTINA NOBLE CHILDREN’S FOUNDATION RIO DE JANEIRO CITY HALL TURNER DUCKWORTH: LONDON & SAN FRANCISCO

CHILDREN’S CHARITY VIVO BRAZILIAN MOVIE AWARD TURNER DUCKWORTH HOLIDAY CARD

LEO BURNETT HONG KONG INDUSTRIA NACIONAL & DIALOGO DESIGN RIO DE JANEIRO TURNER DUCKWORTH SAN FRANCISCO

HONG KONG BRAZIL USA

STIHL VERTRIEBSZENTRALE LEGAMBIENTE ONLUS JUNG VON MATT DEPARTMENT OF POSTS, INDIA DAIMLER INTERNATIONAL WATCH COMPANY SCHAFFHAUSEN

STIHL HANDHELD BLOWERS LEGAMBIENTE ENVIRONMENTAL ASSOCIATION ADVERTISING AGENCY INDIA POST MERCEDES-BENZ NIGHT VIEW ASSIST INT. WATCH COMPANY SCHAFFHAUSEN

EURO RSCG DÜSSELDORF EURO RSCG MILANO JUNG VON MATT HAMBURG OGILVY & MATHER GURGAON JUNG VON MATT HAMBURG JUNG VON MATT HAMBURG

GERMANY ITALY GERMANY INDIA GERMANY GERMANY

PERSONAL BUSINESS CARD BLIM BUSINESS CARD TAMIYA BUSINESS CARD PUNCH NAME CARD SET ERASER ORNITHOLOGIST

MR. CHAIYA MAHAPAB BLIM SCREENPRINTING SIAM TAMIYA HONG KONG ACUPUNCTURISTS ASSOCIATION ALZHEIMER’S NEW ZEALAND BHARATPUR BIRD SANCTUARY

FOOTBALL REFEREE’S SERVICES SCREENPRINTING MODEL KITS SHOP MEDICAL PROFESSIONAL ALLIANCE ALZHEIMER’S AWARENESS ORNITHOLOGIST

MCCANN WORLDGROUP THAILAND BANGKOK RETHINK COMMUNICATIONS VANCOUVER CREATIVE JUICE\BANGKOK (TBWA) BANGKOK LEO BURNETT HONG KONG COLENSO BBDO AUCKLAND OGILVY & MATHER GURGAON

THAILAND CANADA THAILAND HONG KONG NEW ZEALAND INDIA

THE VIGNERON BORKEBJS. THE RETURN OF THE MONSTERS. FROM BACK HOME

OAKFIELD PRESS BORKEBJS.COM MAX STRÖM

PUBLISHERS CHILDREN’S BOOK ARTIST

ALT GROUP AUCKLAND KOLLE REBBE HAMBURG SWE STOCKHOLM

NEW ZEALAND GERMANY SWEDEN

PALFINGER ASIA PACIFIC BREWERIES FESTIVAL LA MAR DE MÚSICAS DE CARTAGENA MITSUBISHI ESTATE AMNESTY INTERNATIONAL

PALFINGER CRANES ASIA PACIFIC BREWERIES MUSIC AND ART FESTIVAL SUMMER NIGHT HAIKU READING ART FOR AMNESTY

RAHOFER SALZBURG GEORGE PATTERSON Y&R BRISBANE F33 MURCIA DENTSU TOKYO DISTURBANCE DURBAN

AUSTRIA AUSTRALIA SPAIN JAPAN SOUTH AFRICA

IKEA GERMANY TOYOTA SGDA

BILLY STORAGE RACKS IQ GRAPHIC DESIGN EXHIBITON

OGILVY FRANKFURT HAPPINESS BRUSSELS SENSETEAM SHENZHEN

GERMANY BELGIUM CHINA

ALEC BROWNSTEIN THE CHASE ELANDERS PRINTING HOUSE BRAIN MAGAZINE ASICS SERVICEPLAN HAMBURG SAXSOFUNNY

ALEC BROWNSTEIN DESIGN AGENCY ELANDERS PRINTING HOUSE DESIGN AND ADVERTISING MAGAZINE ASICS SPORTSTYLE ADVERTISING AGENCY SOUND PRODUCTION COMPANY

ALEC BROWNSTEIN NEW YORK THE CHASE CREATIVE CONSULTANTS MANCHESTER HAPPY FORSMAN & BODENFORS GOTHENBURG MCCANN WORLDGROUP HONG KONG AMSTERDAM WORLDWIDE SERVICEPLAN MUNICH DDB BRASIL SÃO PAULO

USA UNITED KINGDOM SWEDEN HONG KONG THE NETHERLANDS GERMANY BRAZIL

CALENDARS A04/022 A04/027 A04/031 A04/046 A04/048 A04/049

STIHL-AUTUMN CALENDAR 2010 CALENDAR QUITTING CALENDAR STAMPS THE WORLD’S MOST BEAUTIFUL ROADS 12 PARTS

STATIONERY A05/005 A05/007 A05/029 A05/040 A05/041 A05/057

BOOKS A06/004 A06/009 A06/038

PUBLICATIONS A07/002 A07/003 A07/011 A07/012 A07/051

ANNUAL REPORT 2008: TIMES ARE TOUGH BEER COASTERS BOOK THAT NEVER SHUTS UP THUNDER NIGHT FEVER! ART BOOK FOR HAIKU-READING EVENT THEM-AND-US

TYPOGRAPHY A08/014 A08/028 A08/042

IKEA BILLYGRAM IQ FONT X EXHIBITION

SELF PROMOTION A09/021 A09/023 A09/027 A09/048 A09/071 A09/096 A09/116

THE GOOGLE JOB EXPERIMENT BENDING THE RULES ELANDERS ON VERY IMPORTANT MATTERS THE ORANGE SQUID LEFT/RIGHT BLOGGER OUTREACH BLOOD & TEARS IMAGINARY MUSICAL INSTRUMENTS

TUESDAY,JUNE 22, 2010

D2 14-15 Design Listings:25•01 front 22/06/10 01:07 Page15

DESIGN SHORTLIST CAT

TITLE

CLIENT

PRODUCT

ENTERED BY

COUNTRY

SONY MARKETING JAPAN ROCA CHOW TAI FOOK JEWELLERY ONITSUKA TIGER BURGER KING EXTASY SEX SHOP BARNES & NOBLE SÃO PAULO ALPARGATAS

RECYCLED JEANS PROMOTION ROCA BATHROOMS 3_EX DIAMOND ONITSUKA TIGER WHOPPER SEX TOYS E-BOOK READER HAVAIANAS

HAKUHODO KETTLE TOKYO TIEMPO BBDO BARCELONA DDB HONG KONG AMSTERDAM WORLDWIDE OGILVY BRASIL SÃO PAULO LEO BURNETT ARGENTINA BUENOS AIRES R/GA NEW YORK ALMAPBBDO SÃO PAULO

JAPAN SPAIN HONG KONG THE NETHERLANDS BRAZIL ARGENTINA USA BRAZIL

SANOMA TELEVISION OY NELONEN M NET

TV NELONEN TV CHANNEL O

MUSUTA HELSINKI OGILVY JOHANNESBURG

FINLAND SOUTH AFRICA

STORAGE MEDIA TELECOMMUNICATIONS PROVIDER PRIUS CAR TV NETWORK PHILIPS LIFESTYLE PRODUCTS FOX SELF PROMOTION

IMG SRC TOKYO CHI & PARTNERS LONDON SAATCHI & SAATCHI LA BBDO NEW YORK TRIBAL DDB AMSTELVEEN ALMAPBBDO SÃO PAULO LUKAS LINDEMANN ROSINSKI HAMBURG

JAPAN UNITED KINGDOM USA USA THE NETHERLANDS BRAZIL GERMANY

POINT OF SALE A10/016 A10/021 A10/022 A10/026 A10/030 A10/036 A10/044 A10/063

THE WALL SALE PRODUCTS CUT/RARITY/REFLECTION TANSU SHOE WHOPPER FACE THE DISCREET BOX NOOK HAVAIANAS WORLD CUP

BROADCAST DESIGN & GRAPHICS A11/002 A11/014

URBAN ABSTRACT TREE

DIGITAL DESIGN – WEBSITES & ONLINE ADVERTISING A12/012 A12/017 A12/019 A12/021 A12/026 A12/045 A12/049

VERBATIM CHAMPIONSHIP BRIGHTDANCING ROADMAP TO HARMONY WWW.HBOIMAGINE.COM MADE TO MOVE FOX NEW INTERIOR LLR CORPORATE WEBSITE

MITSUBISHI KAGAKU MEDIA TALKTALK TOYOTA MOTOR SALES U.S.A. HBO PHILIPS VOLKSWAGEN LUKAS LINDEMANN ROSINSKI

OTHER DIGITAL EXECUTIONS FOR ADVERTISING AND/OR PROMOTION OF BRANDS OR PRODUCTS A13/011 A13/012 A13/023

MOMENTUMS RITUALS MUSIC, SEE WHAT IT’S MADE OF

ROCA ROCA BILLBOARD

ROCA BATHROOMS ROCA BATHROOMS BILLBOARD

TIEMPO BBDO BARCELONA TIEMPO BBDO BARCELONA ALMAPBBDO SÃO PAULO

SPAIN SPAIN BRAZIL

9/11 MEMORIAL AOL HEALTH INSURANCE E-BOOK READER

LANDOR ASSOCIATES NEW YORK WOLFF OLINS NEW YORK DDB GERMANY BERLIN R/GA NEW YORK

USA USA GERMANY USA

NESPRESSO LATTISSIMA PREMIUM DESIGN COMPANY BMW TOKYO MIDTOWN AUDI GRAPHIC DESIGN EXHIBITION NISSAN URBANSCREEN SELFRIDGES TV NETWORK FOOTWEAR ROAD SAFETY PROMOTION COUNTER HUMAN TRAFFICKING 10TH ANNIVERSARY CAMPAIGN ENVIRONMENTAL PROTECTION ENERGY PROVIDER

WINCOMMUNICATION AAACHEN KMS TEAM MUNICH BLUE SCOPE BERLIN DENTSU TEC TOKYO MUTABOR DESIGN HAMBURG SENSETEAM SHENZHEN TBWA\HAKUHODO TOKYO URBANSCREEN BREMEN WIEDEN+KENNEDY LONDON BBDO NEW YORK AMSTERDAM WORLDWIDE SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV TBWA\HUNT\LASCARIS JOHANNESBURG SHACKLETON MADRID DDB CHINA GROUP SHANGHAI JUNG VON MATT/ELBE HAMBURG

GERMANY GERMANY GERMANY JAPAN GERMANY CHINA JAPAN GERMANY UNITED KINGDOM USA THE NETHERLANDS ISRAEL SOUTH AFRICA SPAIN CHINA GERMANY

LARGE SCALE CORPORATE IDENTITY SCHEMES A14/009 A14/030 A14/049 A14/055

9/11 MEMORIAL AOL REBRAND THE CORPORATE DESIGN OF THE KRANKE KASSE NOOK

NATIONAL SEPTEMBER 11 MEMORIAL AOL CITY BKK BARNES & NOBLE

ENVIRONMENTAL DESIGN: SEMI-PERMANENT B01/001 B01/002 B01/008 B01/014 B01/017 B01/026 B01/031 B01/037 B01/046 B01/050 B01/063 B01/066 B01/083 B01/089 B01/099 B01/100

NESPRESSO - DISPLAY WINDOWS MÖNCKEBERGSTRASSE NESPRESSO DEUTSCHLAND TIEFENDESIGN EXHIBITION KMS TEAM BMW AT THE FRANKFURT MOTOR SHOW 2009 BMW, MUNICH, GERMANY MIDTOWN CHRISTMAS 2009 TOKYO MIDTOWN MANAGEMENT THE ART OF PROGRESS AUDI X EXHIBITION SGDA & LOOOK NISSAN OMOIYARI BALLOON NISSAN MOTOR 555 KUBIK - HOW WOULD A HOUSE DREAM? URBANSCREEN ‘FUTURE A-Z 2109’ WINDOW INSTALLATION SELFRIDGES CUBE FILM INSTALLATION HBO TANSU SHOE ONITSUKA TIGER CRASHED CARS BOTTLE OR YAROK/NUR STAR MEDIA A CAMPAIGN DESIGNED TO DROP SALES INTERNATIONAL ORGANISATION FOR MIGRATION THE 13TH STREET CUISINE CALLE 13 - NBC UNIVERSAL GREEN PEDESTRIAN CROSSING CHINA ENVIRONMENTAL PROTECTION FOUNDATION POWER LEAKAGE RWE

ENVIRONMENTAL DESIGN: PERMANENT B02/001 B02/003 B02/004 B02/038 B02/047

VOESTALPINE STAHLWELT DORNIER MUSEUM FRIEDRICHSHAFEN THE ACCESSIBLE ARCHIVE /THE THREE GRACES HOUSE OF BARBIE SHANGHAI CARDBOARD OFFICE

VOESTALPINE DORNIER STIFTUNG FÜR LUFT- UND RAUMFAHRT STATE MUSEUM OF TEXTILE AND INDUSTRY AUGSBURG MATTEL NOTHING

HIGH-GRADE STEEL PRODUCTS DORNIER MUSEUM FRIEDRICHSHAFEN EXHIBITION BARBIE FLAGSHIP STORE ADVERTISING AGENCY

KMS TEAM MUNICH ATELIER BRÜCKNER STUTTGART ATELIER BRÜCKNER STUTTGART THE BRAND UNION NEW YORK NOTHING AMSTERDAM

GERMANY GERMANY GERMANY USA THE NETHERLANDS

EGUALE MULTI NOODLES MARS MESSAGES VILPURI

SACKEUS THE DELI GARAGE MARS NEDERLAND FAZER LEIPOMOT

FAIR TRADE FOOD RANGE PASTA IN THE SCREW BOX MARS BAR FAZER BAKERY PRODUCTS

HAPPY FORSMAN & BODENFORS GOTHENBURG KOLLE REBBE HAMBURG FHV BBDO AMSTERDAM HASAN & PARTNERS HELSINKI

SWEDEN GERMANY THE NETHERLANDS FINLAND

OAKFIELD PRESS MARIO HALLER

PUBLISHERS SCHNAPPS

ALT GROUP AUCKLAND OGILVY & MATHER VIENNA

NEW ZEALAND AUSTRIA

GOOD COMPANY PIOMA INDUSTRIES COCA-COLA NORTH AMERICA THE COCA-COLA COMPANY NORTH AMERICA

COFFEE RASNA SOFT DRINK CONCENTRATE COCA-COLA COCA-COLA

LANDOR ASSOCIATES SYDNEY REDIFFUSION Y&R MUMBAI TURNER DUCKWORTH SAN FRANCISCO TURNER DUCKWORTH SAN FRANCISCO

AUSTRALIA INDIA USA USA

HOYU ABSOLUTION T.D.G. VERTRIEBS

PROFESSIONAL HAIR STYLING PRODUCTS COSMETICS TOILETRIES

ADK TOKYO JUST A KISS PARIS KOLLE REBBE HAMBURG

JAPAN FRANCE GERMANY

STEREO EARPHONES RP-HJE 130

SCHOLZ & FRIENDS BERLIN

GERMANY

SHOES & ACCESORIES SEX TOYS

GÜRTLERBACHMANN HAMBURG AMORE BRAND IDENTITY CONSULTING STOCKHOLM

GERMANY SWEDEN

FOODS C01/006 C01/009 C01/021 C01/037

ALCOHOLIC DRINKS C02/003 C02/022

THE VIGNERON CENTENARY WINE THE SANDPAPER LABEL

NON-ALCOHOLIC DRINKS C03/009 C03/015 C03/020 C03/021

BRAND IDENTITY FOR GOOD CO. COFFEE CHAIN THINKING INSIDE THE BOX. COCA-COLA SUMMER CANS 2009 COCA-COLA OLYMPIC WINTER GAMES CANS 2010

COSMETICS & BEAUTY C04/005 C04/007 C04/020

COUNTDOWN TO BEAUTY ABSOLUTION STOP THE WATER WHILE USING ME!

ELECTRONICS, COMPUTERS & AUDIO-VISUAL C08/005

THE EARPHONES NOTE

PANASONIC MARKETING EUROPE

CLOTHING, SPORTS, LEISURE & RECREATION C09/008 C09/021

JUNIOR-BAGS LUST PRODUCTS

GÖRTZ RFSU

TUESDAY,JUNE 22, 2010

16_AD:Lions 22/06/10 01:20 Page16

D3 17-19 Cyber Listings:25•01 front 22/06/10 01:07 Page17

SHORTLIST CYBER

CAT

TITLE

ADVERTISER

PRODUCT

ENTERED BY

COUNTRY

BRITVIC CREATURE FRITO-LAY TAKAHASHI SHUZOH CO. WRIGLEY GENERAL MILLS FRITO LAY CANADA ANHEUSER-BUSCH INBEV ABSOLUT VODKA DIAGEO BURGER KING THE ABSOLUT COMPANY

ROBINSONS PACIFICO BEER DORITOS TAKAHASHI SHUZOH JUICY FRUIT GUM GOLDEN GRAHAMS DORITOS STELLA ARTOIS ABSOLUT VODKA DRAUGHT GUINNESS DOUBLE CHEESEBURGER ABSOLUT VODKA

BBH LONDON CREATURE SEATTLE GOODBY SILVERSTEIN & PARTNERS SAN FRANCISCO OGILVY & MATHER JAPAN TOKYO EVOLUTION BUREAU SAN FRANCISCO MCCANN ERICKSON NEW YORK BBDO PROXIMITY CANADA TORONTO UNIT 9 LONDON GREAT WORKS STOCKHOLM ABBOTT MEAD VICKERS BBDO LONDON CRISPIN PORTER + BOGUSKY BOULDER GREAT WORKS STOCKHOLM

UNITED KINGDOM USA USA JAPAN USA USA CANADA UNITED KINGDOM SWEDEN UNITED KINGDOM USA SWEDEN

HONDA MOTOR CO. VOLKSWAGEN FIAT BRAMMO TOYOTA VOLKSWAGEN SWEDEN

HONDA INSIGHT VOLKSWAGEN POLO NEW DOBLÒ 2010 ENERTIA TOYOTA IQ BLUEMOTION TECHNOLOGY

DRILL TOKYO ACHTUNG! AMSTERDAM AGÊNCIACLICK ISOBAR SÃO PAULO CRISPIN PORTER + BOGUSKY BOULDER HAPPINESS BRUSSELS DDB STOCKHOLM

JAPAN THE NETHERLANDS BRAZIL USA BELGIUM SWEDEN

APOTEK HJÄRTAT NOVARTIS

PHARMACY CHAIN VOLTAREN

ÅKESTAM HOLST STOCKHOLM SAATCHI & SAATCHI FRANKFURT

SWEDEN GERMANY

BLUE BELL JEANS WINTER JACKETS BRAND PROMO ALL BLACKS SPONSORSHIP UNIQLO

KOKOKAKA GÖTEBORG MOUNT TOKYO PROJECTOR TOKYO TBWA\TEQUILA\DIGITAL\SHIFT AUCKLAND DENTSU TOKYO

SWEDEN JAPAN JAPAN NEW ZEALAND JAPAN

SAMSUNG MITSUBISHI KAGAKU MEDIA CO. IKEA JABRA KDDI CORPORATION

SAMSUNG B2100 VERBATIM STORAGE MEDIA SULTAN BEDS HALO IS SERIES

FROM STOCKHOLM WITH LOVE STOCKHOLM IMG SRC TOKYO FORSMAN & BODENFORS GOTHENBURG ZUPA COPENHAGEN HAKUHODO TOKYO

SWEDEN JAPAN SWEDEN DENMARK JAPAN

UNIBANCO

UNIBANCO BANK

F/NAZCA SAATCHI & SAATCHI SÃO PAULO

BRAZIL

THE MOON LANDING 40TH ANNIVERSARY HAIL THE VILLAIN PHILHARMONIC ORCHESTRA OF HAMBURG THE MUSEUM OF SCIENCE & INDUSTRY MARK BRADFORD EXHIBITION

THE MARTIN AGENCY RICHMOND GRAND CREATIVE TORONTO JUNG VON MATT HAMBURG UNIT 9 LONDON RESOURCE INTERACTIVE COLUMBUS

USA CANADA GERMANY UNITED KINGDOM USA

MALONEY & PORCELLI PLAYGROUND OUTDOOR EQUIPMENT STORES BEST BUY BURGER KING NIKE JAPAN

RESTAURANT OUTDOOR EQUIPMENT STORES BEST BUY BURGER KING NIKE HARAJUKU (FLAGSHIP STORE)

WALRUS NEW YORK ÅKESTAM HOLST STOCKHOLM CRISPIN PORTER + BOGUSKY BOULDER CRISPIN PORTER + BOGUSKY BOULDER BEACON COMMUNICATIONS TOKYO

USA SWEDEN USA USA JAPAN

AMERICAN RECORDINGS/LOST HIGHWAY STUDIO BRUSSELS

AIN’T NO GRAVE/ ALBUM STUDIO BRUSSELS

@RADICAL.MEDIA NEW YORK MORTIERBRIGADE BRUSSELS

USA BELGIUM

SÖDRA CELL

PAPERPULP

GARBERGS REKLAMBYRÅ STOCKHOLM

SWEDEN

BOONE OAKLEY HERRAIZ SOTO & CO PORTFOLIO NIGHT CRISPIN PORTER + BOGUSKY

ADVERTISING AGENCY SELF PROMOTION TOOL PORTFOLIO NIGHT 8 CRISPIN PORTER + BOGUSKY

BOONEOAKLEY CHARLOTTE HERRAIZ SOTO BARCELONA LEO BURNETT IBERIA MADRID CRISPIN PORTER + BOGUSKY BOULDER

USA SPAIN SPAIN USA

FOODS & DRINKS A01/009 A01/022 A01/023 A01/058 A01/060 A01/072 A01/073 A01/084 A01/085 A01/087 A01/090 A01/093

PUT ON A PANTO MEXICO VIA PACIFICO ASYLUM 626 SHIRITORI-RING SERENADING UNICORN GOLDEN GRANT DORITOS VIRALOCITY KING OF CANNES I’M HERE WORLD DOLLAR HOLIDAY ABSOLUT ROCK EDITION

AUTOMOTIVE PRODUCTS & SERVICES A02/011 A02/035 A02/041 A02/053 A02/056 A02/059

ECO GRAND PRIX PUBLIC POLO ONE THING LEADS TO ANOTHER SHOCKING BARACK IQ FONT THE FUN THEORY

HEALTHCARE & MEDICAL A04/009 A04/012

LONG LIVE LIFE OFFICE PONG

CLOTHING, FOOTWEAR & ACCESSORIES A05/006 A05/007 A05/016 A05/026 A05/032

SPRING/SUMMER COLLECTION 2010 LAB ULTRA LIGHT DOWN UNIQLO CALENDAR ADISYNTH COLLECTION TOKYO 2009

WRANGLER EUROPE UNIQLO UNIQLO ADIDAS UNIQLO

OTHER CONSUMER PRODUCTS (INCLUDING DURABLE GOODS) A06/001 A06/015 A06/035 A06/037 A06/048

SAMSUNG SHAKEDOWN VERBATIM CHAMPIONSHIP SWEDEN’S SLEEPIEST CONTEST FREE YOUR DANCE IS PARADE

FINANCIAL SERVICES A07/019

HALF A BEETLE FOR RAFFLE

TRAVEL, ENTERTAINMENT & LEISURE A08/014 A08/021 A08/041 A08/046 A08/071

WE CHOOSE THE MOON HAIL THE VILLAIN SOUNDS OF HAMBURG SIMPLE MACHINES MARK BRADFORD

JOHN F. KENNEDY PRESIDENTIAL LIBRARY RUNE ENTERTAINMENT/COALITION ENTERTAINMENT/WARNER PHILHARMONIC ORCHESTRA OF HAMBURG THE MUSEUM OF SCIENCE & INDUSTRY THE WEXNER CENTER FOR THE ARTS

RETAIL & E-COMMERCE, INCLUDING RESTAURANTS A09/001 A09/014 A09/015 A09/017 A09/024

EXPENSE-A-STEAK SLEEPLESS AT PLAYGROUND TWELPFORCE BK.COM NIKEID. GENERATOR - HARAJUKU

PUBLICATIONS & MEDIA A10/015 A10/038

JOHNNY CASH PROJECT ETERNAL MOONWALK

BUSINESS PRODUCTS & SERVICES A11/014

PULPLABS

ADVERTISING & MEDIA A12/002 A12/008 A12/027 A12/034

BOONE OAKLEY OMMWRITER HEY! THAT´S MY AD CPB GROUP

TUESDAY, JUNE 22, 2010

D3 17-19 Cyber Listings:25•01 front 22/06/10 01:07 Page18

CAT

CYBER SHORTLIST TITLE

ADVERTISER

PRODUCT

ENTERED BY

COUNTRY

SCHOOL YELLOW ORANGE MOBILE

GRUPO W SALTILLO COLENSO BBDO AUCKLAND FALLON LONDON

MEXICO NEW ZEALAND UNITED KINGDOM

COMMERCIAL PUBLIC SERVICES A13/017 A13/018 A13/020

DIGITAL INVADERS YELLOW CHOCOLATE ORANGE FRIEND-O-METER

DIGITAL INVADERS YELLOW PAGES ORANGE

CHARITIES, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS MESSAGES A14/005 A14/007 A14/012 A14/013 A14/020 A14/022 A14/038 A14/039 A14/068 A14/071

STANISLAV LOVE LETTERS TO THE FUTURE WATERLIFE 1 MILLION CLICKS AGAINST POVERTY LIVE RESCUE SUMMIT ON THE SUMMIT DRIVE THE MOBILOMBO DONATE WORDS PEE IN THE SHOWER THE LOTTERY OF LIFE

GOVERNMENT/MINISTRY OF JUSTICE XENOPHILE MEDIA/GREENPEACE INTERNATIONAL NATIONAL FILM BOARD OF CANADA AMNESTY INTERNATIONAL COASTGUARD NZ HP BISCHOEFLICHES HILFSWERK MISEREOR MARIO PENNA ONCOLOGY INSTITUTE SOS ATLANTIC FOREST FOUNDATION SAVE THE CHILDREN SWEDEN

CYBERCRIME AWARENESS CAMPAIGN ALTERNATE REALITY GAME DRINKING WATER AWARENESS DEFENSE OF HUMAN RIGHTS COASTGUARD NZ GLOBAL CLEAN WATER CRISIS AWARENESS INTERACTIVE CHARITY HOTLINE HOPE FOR CANCER PATIENTS PRESERVATION OF NATIONAL RESOURCES SAVE THE CHILDREN ORGANISATION

KONG AMSTERDAM XENOPHILE MEDIA TORONTO JAM3 MEDIA TORONTO AIR BRUSSELS TRIBAL DDB AUCKLAND GOODBY SILVERSTEIN & PARTNERS SAN FRANCISCO KOLLE REBBE HAMBURG RC COMUNICAÇÃO BELO HORIZONTE F/NAZCA SAATCHI & SAATCHI SÃO PAULO LOWE BRINDFORS STOCKHOLM

THE NETHERLANDS CANADA CANADA BELGIUM NEW ZEALAND USA GERMANY BRAZIL BRAZIL SWEDEN

ASSOCIATION OF COMMUNICATION COMPANIES BELGIUM TALKTALK O2 TELEFÎNICA IRELAND LOUIS VUITTON LOUIS VUITTON

ASSOCIATION OF COMMUNICATION COMPANIES BELGIUM X FACTOR SPONSORSHIP TELECOMMUNICATIONS LUXURY & FASHION PRODUCTS LUXURY & FASHION PRODUCTS

FAMOUS BRUSSELS CHI & PARTNERS LONDON BRANDO DUBLIN OGILVY FRANCE PARIS OGILVY FRANCE PARIS

BELGIUM UNITED KINGDOM IRELAND FRANCE FRANCE

COMERCIAL ARGE

PILOT PEN

GREY ESPAÑA BARCELONA

SPAIN

V AUSTRALIA DEFENCE FORCE RECRUITING ELECTRONIC ARTS HP HBO ANTWERP ZOO NOKIA UNIQLO THE VICTORIA AND ALBERT MUSEUM GAP GANDHI BOOKSTORES DIESEL STARBUCKS & (RED)™ NIKE VOLKSWAGEN VOLKSWAGEN UK PEPSI STOCKHOLM PRIDE DISNEY GATORADE MICROSOFT SWEDISH ARMED FORCES VOLKSWAGEN SWEDEN

V AUSTRALIA SUBMARINER JOBS DANTE’S INFERNO VIDEO GAME GLOBAL CLEAN WATER CRISIS AWARENESS TELEVISION SERVICE ZOO NAVIGATION SERVICES BRAND PROMO DECODE DIGITAL DESIGN CLOTHING / DENIM JEANS BOOKSTORES SPRING/SUMMER CATALOGUE STARBUCKS & (RED)™ NIKE TRUE CITY VOLKSWAGEN POLO VOLKSWAGEN GTI MK VI PEPSI GAY FESTIVAL TRON LEGACY GATORADE BIEB RECRUITMENT BLUEMOTION TECHNOLOGY

DROGA5 AUSTRALIA SYDNEY VISUAL JAZZ MELBOURNE WIEDEN+KENNEDY PORTLAND GOODBY SILVERSTEIN & PARTNERS SAN FRANCISCO BBDO NEW YORK BOONDOGGLE LEUVEN FARFAR STOCKHOLM PROJECTOR TOKYO SAINT LONDON AKQA SAN FRANCISCO OGILVY MEXICO ANOMALY UK LONDON BBDO NEW YORK AKQA LONDON ACHTUNG! AMSTERDAM DDB UK LONDON TBWA\CHIAT\DAY LA ÅKESTAM HOLST STOCKHOLM 42 ENTERTAINMENT PASADENA TBWA\CHIAT\DAY LA JWT NEW YORK DDB STOCKHOLM DDB STOCKHOLM

AUSTRALIA AUSTRALIA USA USA USA BELGIUM SWEDEN JAPAN UNITED KINGDOM USA MEXICO UNITED KINGDOM USA UNITED KINGDOM THE NETHERLANDS UNITED KINGDOM USA SWEDEN USA USA USA SWEDEN SWEDEN

PERFETTI VAN MELLE FINDUS FRANCE DIAGEO

MENTOS EXPRESS MEALS CACIQUE

BBH LONDON GREY PARIS DOUBLEYOU BARCELONA

UNITED KINGDOM FRANCE SPAIN

SLS AMG WING-DOOR MODEL BMW Z4 ROADSTER TYRE DEALERSHIP MÉGANE SPORTOUR AUTOMOTIVE FOX

ELEPHANT SEVEN HAMBURG PLAN.NET MUNICH MEDIAFRONT OSLO SAATCHI & SAATCHI PUBLICIS NET PARIS ALMAPBBDO SÃO PAULO

GERMANY GERMANY NORWAY ITALY FRANCE BRAZIL

NATURA UNILEVER UNILEVER

KAIAK FRAGANCE AXE AXE RISE

ID\TBWA SÃO PAULO BBH NEW YORK BBH NEW YORK

BRAZIL USA USA

IKEA IKEA IKEA APPLE

IKEA BENNO CD & DVD TOWER FURNITURE DEALER MAC

MEMAC OGILVY & MATHER DUBAI MEMAC OGILVY & MATHER DUBAI MEDIAFRONT OSLO MEDIA ARTS LAB LOS ANGELES

UNITED ARAB EMIRATES UNITED ARAB EMIRATES NORWAY USA

DALE ALCOCK HOMES EXITO

NEW HOME BUILDER INSURANCE

LONGTAIL PERTH SANCHO BBDO COLOMBIA BOGOTÁ

AUSTRALIA COLOMBIA

TRAVEL TRAVEL TRAVEL TRAVEL TRAVEL

Y&R NEW YORK Y&R NEW YORK Y&R NEW YORK Y&R NEW YORK Y&R NEW YORK

USA USA USA USA USA

CORPORATE INFORMATION A15/004 A15/019 A15/025 A15/036 A15/040

VIRTUAL STRIKE BRIGHTDANCING O2 BE THE DIFFERENCE ASTRONAUTS WORLD CUP

MISCELLANEOUS A16/008

HANDWRITING

BEST DIGITALLY LED INTEGRATED CAMPAIGN B01/001 B01/022 B01/029 B01/036 B01/041 B01/061 B01/064 B01/092 B01/093 B01/097 B01/104 B01/105 B01/109 B01/110 B01/116 B01/135 B01/141 B01/151 B01/153 B01/164 B01/173 B01/205 B01/207

4320 LA/SYD OCEAN RECON HIGHWAY TO HELL SUMMIT ON THE SUMMIT HBO IMAGINE BABY ELEPHANT WORLD’S BIGGEST SIGNPOST UNIQLO CALENDAR RECODE DECODE BORN TO FIT TWEETBOOKS A HUNDRED LOVERS LOVE PROJECT TRUE CITY PUBLIC POLO THE GTI PROJECT REFRESH HOW HETERO? FLYNN LIVES! REPLAY BRAND JOURNALISM RECRUITMENT 2009 THE FUN THEORY

FOODS AND DRINKS C01/023 C01/025 C01/026

BEATBOX CROUSTI EXPRESS PLANTS

AUTOMOTIVE PRODUCTS & SERVICES C02/017 C02/021 C02/026 C02/055 C02/067 C02/069

SPORTS CAR FROM STUTTGART CREATE YOUR OWN BANNER ROAD GRIP FALL BABY BOOM FOX INSIDE OUT

MERCEDES-BENZ BMW GROUP DEKKMESTERN RENAULT ITALIA RENAULT VOLKSWAGEN

COSMETICS, BEAUTY & TOILETRIES C03/007 C03/008 C03/009

SCENTED BANNER VHA WAKE UP & STAY ALERT

OTHER CONSUMER PRODUCTS C06/001 C06/002 C06/016 C06/027

RESIZE-A-ROOM MUSICAL SHELVES TINY THINGS MAKE A BIG DIFFERENCE SECOND OPINION

FINANCIAL SERVICES C07/005 C07/012

ZOOM FIRE

TRAVEL, ENTERTAINMENT & LEISURE C08/033 C08/034 C08/035 C08/036 C08/037

MASSAGE BECOMING BEAUTY SLEEP FIVE THINGS IMPATIENT

TUESDAY, JUNE 22, 2010

VIRGIN ATLANTIC VIRGIN ATLANTIC VIRGIN ATLANTIC VIRGIN ATLANTIC VIRGIN ATLANTIC

D3 17-19 Cyber Listings:25•01 front 22/06/10 01:07 Page19

CYBER SHORTLIST CAT

TITLE

ADVERTISER

PRODUCT

ENTERED BY

COUNTRY

BURGER KING IKEA DEUTSCHLAND

VALUE MENU IKEA

CRISPIN PORTER + BOGUSKY BOULDER GRABARZ & PARTNER HAMBURG

USA GERMANY

CANAL+

THE PACIFIC TV SERIES

SHACKLETON MADRID

SPAIN

SPRINT CISCO FEDEX

MOBILE PHONE VIDEO COMMUNICATION COURIER SERVICES

GOODBY SILVERSTEIN & PARTNERS SAN FRANCISCO OGILVY WEST CULVER CITY DDB BRASIL SÃO PAULO

USA USA BRAZIL

GENETIX SOUND STUDIO

SOUND STUDIO

CHANGE INTEGRATED WARSAW

POLAND

GOVERNMENT/MINISTRY OF HOME AFFAIRS WIENER FRAUENHÄUSER UN WORLD FOOD PROGRAMME BARNARDO’S AIDES

SAFER STREETS WOMEN’S SHELTER UN WORLD FOOD PROGRAMME CHARITY AIDES

KONG AMSTERDAM DRAFTFCB PARTNERS VIENNA SERVICEPLAN MUNICH BBH LONDON TBWA\PARIS

THE NETHERLANDS AUSTRIA GERMANY UNITED KINGDOM FRANCE

DAIMLER GANDHI BOOKSTORES BURGER KING DIAGEO

MERCEDES-BENZ BOOKSTORES DOUBLE CHEESEBURGER JOHNNIE WALKER

SCHOLZ & VOLKMER WIESBADEN OGILVY MEXICO CRISPIN PORTER + BOGUSKY BOULDER BBH LONDON

GERMANY MEXICO USA UNITED KINGDOM

WRANGLER EUROPE AIDES PHILIPS UNILEVER PHILHARMONIC ORCHESTRA OF HAMBURG GENETIX SOUND STUDIO NIKE JAPAN VODAFONE KDDI CORPORATION

BLUE BELL JEANS AIDES CINEMA 21:9 TV AXE PHILHARMONIC ORCHESTRA OF HAMBURG SOUND STUDIO NIKE FREE RUN+ VODAFONE IIDA

KOKOKAKA GÖTEBORG TBWA\PARIS TRIBAL DDB AMSTERDAM BBH NEW YORK JUNG VON MATT HAMBURG CHANGE INTEGRATED WARSAW WIEDEN+KENNEDY TOKYO COLENSO BBDO AUCKLAND GROUND TOKYO

SWEDEN FRANCE THE NETHERLANDS USA GERMANY POLAND JAPAN NEW ZEALAND JAPAN

MARUI MITSUBISHI KAGAKU MEDIA JOHN F. KENNEDY PRESIDENTIAL LIBRARY FRITO-LAY ADIDAS THE VICTORIA AND ALBERT MUSEUM

SHINJUKU MARUI DEPARTMENT STORE VERBATIM STORAGE MEDIA THE MOON LANDING 40TH ANNIVERSARY TOSTITOS ADIDAS DECODE EXHIBITION

DRILL TOKYO IMG SRC TOKYO THE MARTIN AGENCY RICHMOND GOODBY SILVERSTEIN & PARTNERS SAN FRANCISCO NORTH KINGDOM SKELLEFTEA SAINT LONDON

JAPAN JAPAN USA USA SWEDEN UNITED KINGDOM

HIROSHI SEO HBO WRANGLER EUROPE JOHN F. KENNEDY PRESIDENTIAL LIBRARY HP GRIP LIMITED NISSAN EUROPE JOHANNES LEONARDO ALBERT HEIJN THE ECONOMIST

PHOTOGRAPHY STUDIO TELEVISION SERVICE BLUE BELL JEANS THE MOON LANDING 40TH ANNIVERSARY COMPUTER ADVERTISING AGENCY NISSAN CUBE CREATIVE AGENCY SUPERMARKET THE ECONOMIST

MURAKAMI DESIGN OFFICE TOKYO BBDO NEW YORK KOKOKAKA GÖTEBORG THE MARTIN AGENCY RICHMOND GOODBY SILVERSTEIN & PARTNERS SAN FRANCISCO GRIP LIMITED TORONTO DNA NEUILLY-SUR-SEINE JOHANNES LEONARDO NEW YORK ICEMOBILE AMSTERDAM ABBOTT MEAD VICKERS BBDO LONDON

JAPAN USA SWEDEN USA USA CANADA FRANCE USA THE NETHERLANDS UNITED KINGDOM

MICHELBERGER HOTEL JOHN F. KENNEDY PRESIDENTIAL LIBRARY ADIDAS NIKE FORD FORD THE ECONOMIST

MICHELBERGER HOTEL THE MOON LANDING 40TH ANNIVERSARY ADIDAS NIKE TRUE CITY FORD EDGE FORD RANGER THE ECONOMIST

MICHELBERGER HOTEL BERLIN THE MARTIN AGENCY RICHMOND NORTH KINGDOM SKELLEFTEA AKQA LONDON JWT BRAZIL SÃO PAULO JWT BRAZIL SÃO PAULO ABBOTT MEAD VICKERS BBDO LONDON

GERMANY USA SWEDEN UNITED KINGDOM BRAZIL BRAZIL UNITED KINGDOM

PUMA THE ECONOMIST

PUMA FOOTBALL POWER LINE THE ECONOMIST

SYRUP NEW YORK ABBOTT MEAD VICKERS BBDO LONDON

USA UNITED KINGDOM

HBO WRANGLER EUROPE SWEDISH ARMED FORCES MICROSOFT UNIQLO PHILIPS LOUIS VUITTON LOUIS VUITTON LOUIS VUITTON MYSPACE

TELEVISION SERVICE BLUE BELL JEANS RECRUITMENT IT’S EVERYBODY’S BUSINESS SHOW BRAND PROMO CINEMA 21:9 TV LUXURY & FASHION PRODUCTS LUXURY & FASHION PRODUCTS LUXURY & FASHION PRODUCTS MYSPACE MUSIC

BBDO NEW YORK KOKOKAKA GÖTEBORG NORTH KINGDOM SKELLEFTEA JWT NEW YORK PROJECTOR TOKYO TRIBAL DDB AMSTERDAM OGILVY FRANCE PARIS OGILVY FRANCE PARIS OGILVY FRANCE PARIS BBH LONDON

USA SWEDEN SWEDEN USA JAPAN THE NETHERLANDS FRANCE FRANCE FRANCE UNITED KINGDOM

RETAILS & E-COMMERCE, INCL. RESTAURANTS C09/010 C09/014

VALUE MENU LAMP

PUBLICATIONS & MEDIA C10/020

THE PACIFIC

BUSINESS PRODUCTS & SERVICES C11/007 C11/010 C11/019

NOW CLOCK NEW YORK TIMES TAKE OVER LOVE

ADVERTISING & MEDIA C12/003

SOUND IMPRESSIONS

CHARITIES, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS C14/004 C14/014 C14/022 C14/043 C14/049

NEW YEAR BATTERED WOMAN’S SHELTER RECYCLE BIN TURN AROUND GRAFFITI

BEST COPYWRITING D01/024 D01/028 D01/032 D01/043

NIGHTVIEW TWEETBOOKS DOLLAR HOLIDAY THE MAN WHO WALKED AROUND THE WORLD

BEST MUSIC/SOUND DESIGN D02/003 D02/010 D02/019 D02/023 D02/030 D02/032 D02/034 D02/038 D02/040

SPRING/SUMMER COLLECTION 2010 GRAFFITI PARALLEL LINES VHA SOUNDS OF HAMBURG SOUND IMPRESSIONS NIKE MUSIC SHOE SYMPHONIA DIGITAL SINGING TWEET

ANIMATION D03/001 D03/006 D03/009 D03/011 D03/013 D03/028

RUO AND RUCO VERBATIM CHAMPIONSHIP WE CHOOSE THE MOON AND THEN THERE WAS SALSA ADIDAS TEAMGEIST RECODE DECODE

INTERFACE & NAVIGATION D04/002 D04/007 D04/015 D04/018 D04/022 D04/028 D04/052 D04/057 D04/073 D04/075

PHOTOGRAPHS TIME:LINE HBO IMAGINE SPRING/SUMMER COLLECTION 2010 WE CHOOSE THE MOON SUMMIT ON THE SUMMIT GRIP LIMITED ARE YOU ON THE LIST? JOHANNES LEONARDO APPIE FROM ALBERT HEIJN THINKING SPACES

ILLUSTRATION AND GRAPHIC DESIGN D05/001 D05/012 D05/016 D05/024 D05/034 D05/036 D05/060

SPACE ODDITY WE CHOOSE THE MOON ADIDAS TEAMGEIST TRUE CITY ADMIRABLE WORLD STRANGE DAYS THINKING SPACES

PHOTOGRAPHY D06/008 D06/011

MUSEUM OF POWER THINKING SPACES

BEST USE OF VIDEO D07/005 D07/014 D07/020 D07/026 D07/043 D07/052 D07/086 D07/087 D07/088 D07/092

HBO IMAGINE SPRING/SUMMER COLLECTION 2010 RECRUITMENT 2009 JACK AND SUZY WELCH UNIQLO CALENDAR PARALLEL LINES ANNIE MICHAEL ASTRONAUTS WORLD CUP FAN VIDEO

TUESDAY, JUNE 22, 2010

20_AD:Lions 22/06/10 23:13 Page20

CC C

D il N

l i dd 1

3/6/10 10:17:28

D3 17-19 Cyber Listings:25•01 front 22/06/10 01:07 Page21

CYBER SHORTLIST CAT

TITLE

ADVERTISER

PRODUCT

ENTERED BY

COUNTRY

IKEA INNOVATIVE SOLUTIONS 2010 GTI AUTOTRADER YOUTH HOMELESS CHARITY CLOTHING/DENIM JEANS NIKE TRUE CITY THE NORTH FACE KODANSHA EDITORIAL 13TH STREET

MOBILE DREAMS FACTORY MADRID OGILVYONE LONDON AKQA WASHINGTON SAPIENTNITRO MIAMI PUBLICIS LONDON AKQA SAN FRANCISCO AKQA LONDON OGILVY SHANGHAI DENTSU TOKYO JUNG VON MATT HAMBURG

SPAIN UNITED KINGDOM USA USA UNITED KINGDOM USA UNITED KINGDOM CHINA JAPAN GERMANY

HERRAIZ SOTO & CO AMNESTY INTERNATIONAL MCLAREN ZWEITES DEUTSCHES FERNSEHEN THE VICTORIA AND ALBERT MUSEUM PROCTER & GAMBLE ADIDAS INTERNATIONAL HAPPINESS BRUSSELS TOYOTA COMERCIAL ARGE

SELF PROMOTION TOOL DEFENSE OF HUMAN RIGHTS VODAFONE MCLAREN MERCEDES ZDF PUBLIC TELEVISION STATION DECODE EXHIBITION PAMPERS SPORTSWEAR JOB APPLIANCE TOYOTA IQ PILOT PEN

HERRAIZ SOTO BARCELONA AIR BRUSSELS WORK CLUB LONDON SYZYGY BAD HOMBURG SAINT LONDON STRAWBERRYFROG NEW YORK 180 AMSTERDAM HAPPINESS BRUSSELS HAPPINESS BRUSSELS GREY ESPAÑA BARCELONA

SPAIN BELGIUM UNITED KINGDOM GERMANY UNITED KINGDOM USA THE NETHERLANDS BELGIUM BELGIUM SPAIN

NONJA AROUND THE WORLD MOB THE RAINBOW WE’RE ALL FANS THE PROFILER TRUE CITY MADAME TRESESTI TASUKI TWITTER FACEBOOK SHOWROOM FRIEND-O-METER VIRTUAL SEXUAL TRANSMITTED DISEASE SHOWERPOOLING

SAMSUNG ELECTRONICS AUSTRIA VOLVO CAR CORPORATION WRIGLEY RECORDING ACADEMY OF LOS ANGELES PROXIMUS NIKE VODAFONE NIKE JAPAN IKEA ORANGE MTV BELGIUM UNILEVER

SAMSUNG ST1000 VOLVO DRIVE CAR RANGE SKITTLES 52ND ANNUAL GRAMMY AWARDS MOBILE PROVIDER NIKE TRUE CITY VODAFONE 360 NIKE RUNNING DEPARTMENT STORE ORANGE STAYINGALIVE.ORG AXE

TRAKTOR VIENNA EURO RSCG 4D AMSTERDAM EVOLUTION BUREAU SAN FRANCISCO TBWA\CHIAT\DAY LA FAMOUS BRUSSELS AKQA LONDON ACHTUNG! AMSTERDAM WIEDEN+KENNEDY TOKYO FORSMAN & BODENFORS GOTHENBURG UNIT 9 LONDON DUVAL GUILLAUME ANTWERP ZIG TORONTO

AUSTRIA THE NETHERLANDS USA USA BELGIUM UNITED KINGDOM THE NETHERLANDS JAPAN SWEDEN UNITED KINGDOM BELGIUM CANADA

VERBATIM CHAMPIONSHIP DUDE, WHERE’S MY BAR? 221B MONOPOLY CITY STREETS A TRIVIAL EXPERIMENT LE TRANSPIRATEUR

MITSUBISHI KAGAKU MEDIA NESTLÉ WARNER BROS. PICTURES HASBRO HASBRO AXE FRANCE

VERBATIM STORAGE MEDIA BUTTERFINGER CHOCOLATE BAR SHERLOCK HOLMES: THE MOVIE MONOPOLY CITY GAMEBOARD TRIVIAL PURSUIT BOARDGAME ANTI-PERSPIRANT

IMG SRC TOKYO THRESHOLD INTERACTIVE CULVER CITY AKQA LONDON DDB UK LONDON DDB UK LONDON BUZZMAN PARIS

JAPAN USA UNITED KINGDOM UNITED KINGDOM UNITED KINGDOM FRANCE

BLU DOT UNILEVER NIKE LIVESTRONG FOUNDATION NOKIA NIKE JAPAN

REAL GOOD CHAIR WALL’S ICE CREAM NIKE LIVESTRONG FOUNDATION NAVIGATION SERVICES NIKE FREE RUN+

MONO MINNEAPOLIS SAPIENTNITRO MIAMI WIEDEN+KENNEDY PORTLAND FARFAR STOCKHOLM WIEDEN+KENNEDY TOKYO

USA USA USA SWEDEN JAPAN

THE ARMY MOTHER DAIMLER AG MAMMUT SPORTS GROUP VOLKSWAGEN

THE ARMY MOTHER CHRISTMAS MAILER MERCEDES-BENZ MAMMUT SAFETY VOLKSWAGEN

TEQUILA\LONDON MOTHER LONDON SCHOLZ & VOLKMER WIESBADEN SCHOLZ & VOLKMER WIESBADEN ALMAPBBDO SÃO PAULO

UNITED KINGDOM UNITED KINGDOM GERMANY GERMANY BRAZIL

MICROSOFT DEUTSCHLAND AB-INBEV AIDES YOUNG DIRECTOR AWARD BY CFP-E /SHOTS CANAL+ DANONE UNILEVER FORTNIGHT LINGERIE VOLKSWAGEN SWEDEN VOLKSWAGEN SWEDEN VOLKSWAGEN SWEDEN

SOFTWARE BUD LIGHT AIDES ASSOCIATION YOUNG DIRECTOR AWARD CANAL+ EVIAN AXE GEL LINGERIE BLUEMOTION TECHNOLOGY BLUEMOTION TECHNOLOGY BLUEMOTION TECHNOLOGY

MRM WORLDWIDE FRANKFURT DDB CHICAGO TBWA\PARIS TBWA\PHS HELSINKI BETC EURO RSCG PARIS BETC EURO RSCG PARIS BBH NEW YORK RED URBAN TORONTO DDB STOCKHOLM DDB STOCKHOLM DDB STOCKHOLM

GERMANY USA FRANCE FINLAND FRANCE FRANCE USA CANADA SWEDEN SWEDEN SWEDEN

RADIOTJÄNST ZOO ANTWERP THE VICTORIA AND ALBERT MUSEUM DANONE NBC UNIVERSAL IKEA DAFFY’S FRITO LAY CANADA POSTEN MYSPACE

BROADCASTING TAX PAYMENT AWARENESS ZOO DECODE EXHIBITION EVIAN 13E RUE DEPARTMENT STORE DAFFY’S DORITOS THE SWEDISH POST MYSPACE MUSIC

DRAFTFCB STOCKHOLM BOONDOGGLE LEUVEN SAINT LONDON BETC EURO RSCG PARIS BETC EURO RSCG PARIS FORSMAN & BODENFORS GOTHENBURG JOHANNES LEONARDO NEW YORK BBDO PROXIMITY CANADA TORONTO ÅKESTAM HOLST STOCKHOLM BBH LONDON

SWEDEN BELGIUM UNITED KINGDOM FRANCE FRANCE SWEDEN USA CANADA SWEDEN UNITED KINGDOM

MOBILE ADVERTISING E01/022 E01/041 E01/044 E01/050 E01/051 E01/052 E01/057 E01/070 E01/084 E01/086

INTERACTIVE CATALOGUE SEER WIMBLEDON REAL RACING GTI AUTOTRADER IHOBO BORN TO FIT TRUE CITY RED FLAG PHONEBOOK LAST CALL

IKEA IBM VOLKSWAGEN TRADER MEDIA GROUP DEPAUL UK GAP NIKE VF APPAREL KODANSHA NBC UNIVERSAL GLOBAL NETWORKS

INTERACTIVE TOOLS (FOR PCS, MACS, ETC) E02/005 E02/010 E02/015 E02/020 E02/037 E02/040 E02/062 E02/063 E02/068 E02/069

OMMWRITER POVERTY IS MODERN THE RACE 1.0B ZDFMEDIATHEK RECODE DECODE HELLO BABY THE MATCH TRACKER COMIC SANS DESTROYER IQ FONT HANDWRITING

COMMUNITY APPLICATIONS E03/006 E03/038 E03/047 E03/048 E03/049 E03/050 E03/051 E03/057 E03/061 E03/088 E03/092 E03/108

GAMES E04/008 E04/020 E04/035 E04/043 E04/044 E04/046

OTHER DIGITAL CHANNELS E05/003 E05/016 E05/018 E05/021 E05/027

REAL GOOD EXPERIMENT SMILE ACTIVATED VENDING MACHINE CHALKBOT WORLD’S BIGGEST SIGNPOST NIKE MUSIC SHOE

EMAIL MARKETING, INCL. E-CARDS F01/003 F01/011 F01/021 F01/028 F01/034

DECISION MAKING GIVING IS GLORIOUS MERCEDES-BENZ NIGHTVIEW EMAIL THE VIRTUAL AVALANCHE TRACKS

VIRAL VIDEO F02/026 F02/069 F02/137 F02/138 F02/202 F02/204 F02/225 F02/253 F02/276 F02/277 F02/278

MICROSOFT MEGAWOOSH CLOTHING DRIVE GRAFFITI DRAMA QUEEN CLOSET ROLLERBABIES CLEANS YOUR BALLS SUPER SEXY CPR PIANO STAIRCASE THE BOTTLE BANK ARCADE THE WORLD’S DEEPEST BIN

VIRAL MARKETING F03/013 F03/035 F03/046 F03/053 F03/054 F03/067 F03/070 F03/072 F03/075 F03/081

THE HERO BABY ELEPHANT RECODE DECODE ROLLERBABIES I KILL A FRIEND FACEBOOK SHOWROOM UNDERGROUND PUZZLE DORITOS VIRALOCITY FOREVER YOUNG FAN VIDEO

TUESDAY, JUNE 22, 2010

22_AD:Lions 22/06/10 23:19 Page22

D3-23-PR-Grandprix:Lions 22/06/10 01:28 Page23

WINNER REPLAY GATORADE TBWA\CHIAT \DAY LA

TUESDAY, JUNE 22, 2010

D3 PR Winners:25•01 front 22/06/10 00:16 Page24

PR WINNERS

Grand Prix A01/021 USA CONSUMER GOODS, INCLUDING FMCG AND HOUSEHOLD PRODUCTS Title REPLAY Advertiser GATORADE Product/Service ENERGY DRINK PR/Advertising Agency, City TBWA\CHIAT\DAY LA Global Director of Media Arts Lee Clow, TBWA\Chiat\Day Chief Creative Officer Rob Schwartz, TBWA\Chiat\Day Group Creative Director Jimmy Smith, TBWA\Chiat\Day Associate Creative Director/ Writer/Creator Brent Anderson,TBWA\Chiat\ DaySteve Howard, TBWA\Chiat\Day Senior Producer (Series & Event) Brian O’ Rourke, TBWA\Chiat\Day Associate Producer Tim Newfang, TBWA\Chiat\Day Group Account Director/ Management Supervisor/ Account Executive Brynn Bardacke/Amy Farias/ Adam Bersin, TBWA\Chiat\Day Group Planning Director/ Senior Planner/Planner Scott MacMaster/Martin Ramos/ Daniel Ten, TBWA\Chiat\Day Director of Digital Strategy/ Digital AD/Digital AE Jeremiah Knight/ Andrew Corpman/ Paul Kinsella, TBWA\Chiat\Day Communications Director TBWA Worldwide Managing Director Jeremy Miller, TBWA\Chiat\Day Director Kris Belman/ V. Scott Balcerek, Caviar Executive Producer Michael Sagol/ Rosanne Korenberg, Caviar Line Producer Johanna Woollcott, Caviar Director of Photography Adam Ballachey, Caviar MissionG.com Network Creator Donna Lamar, Javier Castillo, Paul Nguyen, TBWA\Chiat\Day President/Partner/ Account Supervisor David Brenner/Rashid Ghazi/ Paul Harvey, Paragon Marketing Group Senior Vice President, Senior Partner/Vice President Jim Motzer/Adam Tanielian, Fleishman-Hillard Vice President/ Senior Account Executive Bonnie Block/ Julie Mason, Fleishman-Hillard Group Account Director/ Group Account Director of Strategy Bob Porcaro/Susanna Ernest, OMD Entered By

TBWA\CHIAT\DAY LA

Gold Awards A03/004 SWEDEN AUTOMOTIVE AND TRANSPORT Title CARWINISM Advertiser AUDI SWEDEN Product/Service CARS PR/Advertising Agency, City PRIME PR Stockholm Creative director Tom Beckman, Prime PR Creative Jonas Bodin, Prime PR Media relations Claes Nyströmer, Prime PR Web developer Simon Strand, Prime PR Key Account Manager Johan Seidefors, Prime PR Chief Executive Officer Jens Wetterfors, Audi Sweden Information Officer Eva-Maria Elstner, Audi Sweden Entered By PRIME PR Stockholm A04/005 GERMANY MEDIA, ARTS AND ENTERTAINMENT Title CONCERT FOR THE PEOPLE Advertiser PHILHARMONIC ORCHESTRA OF HAMBURG Product/Service ORCHESTRA PR/Advertising Agency, TUESDAY, JUNE 22, 2010

City Copywriter Art Director Designer Copywriter Art Director Creative Director Chief Creative Officer Account-Management

JUNG von MATT Hamburg Dr. Stefan Fockenberg, Jung von Matt Simon Hiebl, Jung von Matt Tobias Fritschen, Jung von Matt Fabian Bill, Jung von MattJan-Florian Ege, Jung von Matt Julia Ziegler, Jung von Matt Götz Ulmer, Jung von Matt Fabian Frese, Jung von Matt Oliver Voss, Jung von MattArmin Jochum, Jung von Matt Anke Göbber, Jung von Matt Sandra Huckenbeck, Jung von Matt

Public Relations/ Executive

Joachim R. Kortlepel, Jung von Matt Lutz Nebelin, Jung von Matt Director Mario Zozin, TV-Production Erste Liebe Film Photography Marcel Schaar Online Design Stefan Bothe, giraffentoast Holger Markewitz-Peters, giraffentoast Marketing Management Milena Ivkovic, Philharmonic Orchestra of Hamburg Technical Conversion Michael Schmidt, Hamburg1 Entered By JUNG von MATT Hamburg A10/022 GERMANY CORPORATE COMMUNICATION Title SNOWMEN AGAINST GLOBAL WARMING Advertiser ENTEGA Product/Service RENEWABLE ENERGY PR/Advertising Agency, City DDB GERMANY BERLIN / JOHANSSEN & KRETSCHMER Berlin Chief Creative Officer Amir Kassaei, DDB Group Germany Executive Creative Director Stefan Schulte, DDB Germany, Berlin Creative Director Ludwig Berndl, Kristoffer Heilemann, DDB Germany, Berlin Managing Director Andreas Poulionakis, DDB Germany, Berlin Director/ Executive Producer Ralf Schmerberg, Trigger Happy Productions Copywriters Edgar Linscheid,Mona Sibai, Antje Gerwien,Res Matthys, DDB Germany, Berlin Art Directors Cathrin Ciuraj,Lars Buri,Chan-Young Ramert,Marian Grabmayer, DDB Germany, Berlin Graphic Design Steffen Boseckert,Mattias Nygard, DDB Germany, Berlin Client Service Directors Anke Peters,Matthias Meusel, DDB Germany, Berlin Account Manager Sebastian Neumann, Ann-Katrin Schelkmann, Caroline Sturm, DDB Germany, Berlin Agency TV Producer Barbara Simon, DDB Germany, Berlin Executive Producers Stephan Vens,Eva Maier-Schönung, Trigger Happy Productions Project Management Cornell Hentze, Bella Sahin, Trigger Happy Productions Public Relations Strategy, Framework Program Sven Griemert, Antje Schuler, Karin Leppin, J+K Agentur für Strategische Kommunikation Production Design Peter Weber, artdepartment Online Art Direction/ Concept/Programming Ebon Heath, Eric Mahleb, Oliver Berger, mindpirates Authors Göran Adrian Bellin, Peter Weiss, Matthias Gössling, mindpirates Research Sofia Uguccioni, Judtih Landkammer, Rachel de Joode, Polly Robbins, mindpirates Photographers Dennis de la Haye, Max Merz, Sven Glage, Audio Production Lukas Walter, Lars Gelhausen, Nina Steiger, Claudia Hesse, Hastings Audio Network Berlin Entered By DDB GERMANY BERLIN

A11/006 PUBLIC AFFAIRS Title Advertiser Product/Service PR/Advertising Agency, City Account Director Agency Producer Account Director Copy Designer Web development Fake Graphics Co-founder

Entered By B01/013 BEST USE OF DIGITAL PR Title Advertiser Product/Service PR/Advertising Agency, City Creative Directors

FINLAND SAVE THE BALTIC SEA BSAS 2010 ENVIRONMENTAL ACTION TAIVAS Helsinki David Gamrasni, Taivas Inkeri Kallio, Taivas Jyrki Poutanen, Taivas Timo Silvennoinen, Taivas Thomas Gregoire, TaivasTeemu Jäppinen, OrasFredrik Sturmer, Taivas Jaakko Kallio, Taivas 3D, Taivas Ilkka Herlin, Baltic Sea Action Group Saara Kankaanrinta, Baltic Sea Action Group, Anna Kotsalo-Mustonen, Baltic Sea Action Group Pieta Jarva, Baltic Sea Action Group Heli Launiainen, Baltic Sea Action Group, Mathias Bergman, Baltic Sea Action Group Emilia Mustonen, Baltic Sea Action Group, Jari Luoto, Ministry For Foreign Affairs Of Finland Marjo Blomberg, Ministry For Foreign Affairs Of Finland, Pasi Sammallahti, Ministry For Foreign Affairs Of Finland Jukka Nyblom, MInistry For Foreign Affairs Of Finland TAIVAS Helsinki BELGIUM BABY ELEPHANT ZOO ANTWERP DIGITAL PLATFORM

BOONDOGGLE Leuven Stef Selfslagh/Vincent Jansen, Boondoggle Creative Team Tom Loockx/Jorrit Hermans/ Peter Vijgen/Bart Gielen, Boondoggle Copywriter Hans Verhaegen, Boondoggle Strategic Director Peter Verbiest, Boondoggle Strategic Planner Jesse Wynants, Boondoggle Client Service Director Inge Vander Velpen, Boondoggle Account/Project Manager Kelly Wouters, Boondoggle Designers Geert Van Grunderbeek/ Pieter Vandenbulcke, Boondoggle Multimedi Director Bart Plessers, Boondoggle Multimedi Developers Bart Geukens/Sibran Lens, Boondoggle System Administrator Jo Aerts, Boondoggle Technical Developer Steven Oeyen/Dirk Weckx, Boondoggle Projection Manager Jan Vanbriel, Beam-Inc Streaming Managers Jo Martens/Hans Ketelbueters/ Mikis Putseys, Rambla Live Footage Noel Vroninks, Securipoint Infrastructure Account Johan, Adc Computing Entered By BOONDOGGLE Leuven B02/015 SWEDEN BEST USE OF SOCIAL MEDIA Title SAVE CHRISTMAS Advertiser KRAFT FOODS SWEDEN/MARABOU Product/Service ALADDIN PR/Advertising Agency, City PRIME PR Stockholm/ OGILVY STOCKHOLM Brand Manager Pralines and Small Bites Sweden Ida Persson, Kraft Foods/Marabou Marketing Manager Pralines, Countlines and Small Bites Sweden Gisela Jacobsson, Kraft Foods/Marabou Marketing Manager Chocolate Sweden/ Finland Malin Jönsson, Kraft Foods/Marabou Brand Manager Coffee Sweden Karima Gilali, Kraft Foods/Marabou Project Manager Robert Aras, Prime PR Social Media Expert Lovisa Sunnerholm, Prime PR Creative Caroline Jungsand, Prime PR Key Account Manager Johan Seidefors, Prime PR Entered By PRIME PR Stockholm

D3 PR Winners:25•01 front 22/06/10 00:17 Page25

PR WINNERS B03/034 GERMANY BEST USE OF LIVE EVENTS AND OR CELEBRITY ENDORSEMENT Title CONCERT FOR THE PEOPLE Advertiser PHILHARMONIC ORCHESTRA OF HAMBURG Product/Service ORCHESTRA PR/Advertising Agency, City JUNG von MATT Hamburg Copywriter Dr. Stefan Fockenberg, Jung von Matt Art Director Simon Hiebl, Jung von Matt Designer Tobias Fritschen, Jung von Matt Copywriter Fabian Bill, Jung von MattJanFlorian Ege, Jung von Matt Art Director Julia Ziegler, Jung von Matt Creative Director Götz Ulmer, Jung von Matt Fabian Frese, Jung von Matt Chief Creative Officer Oliver Voss, Jung von Matt Armin Jochum, Jung von Matt Account Supervisor Anke Göbber, Jung von Matt Account Manager Sandra Huckenbeck, Jung von Matt Public Relations/ Executive Joachim R. Kortlepel, Jung von Matt Lutz Nebelin, Jung von Matt Director Mario Zozin, Photography Marcel Schaar Online Design Stefan Bothe, giraffentoast Holger Markewitz-Peters, giraffentoast Marketing Management Milena Ivkovic, Philharmonic Orchestra of Hamburg TV-Producer Erste Liebe Film Technical Conversion Michael Schmidt, Hamburg1 Entered By JUNG von MATT Hamburg B03/048 USA BEST USE OF LIVE EVENTS AND OR CELEBRITY ENDORSEMENT Title REPLAY Advertiser GATORADE Product/Service ENERGY DRINK PR/Advertising Agency, City TBWA\CHIAT\DAY LA Global Director of Media Arts Lee Clow, TBWA\Chiat\Day Chief Creative Officer Rob Schwartz, TBWA\Chiat\Day Group Creative Director Jimmy Smith, TBWA\Chiat\Day Associate Creative Director/Writer/Creator Brent Anderson, TBWA\Chiat\ DaySteve Howard, TBWA\Chiat\Day Senior Producer (Series & Event) Brian O’ Rourke, TBWA\Chiat\Day Associate Producer Tim Newfang, TBWA\Chiat\Day Group Account Director/ Management Supervisor/ Account Executive Brynn Bardacke/Amy Farias/ Adam Bersin, TBWA\Chiat\Day Group Planning Director/ Senior Planner/Planner Scott MacMaster/Martin Ramos/ Daniel Ten, TBWA\Chiat\Day missionG.com Network Creators Donna Lamar, Javier Castillo, Paul Nguyen, TBWA\Chiat\Day Director of Digital Strategy/Digital AD/ Digital AE Jeremiah Knight/ Andrew Corpman/ Paul Kinsella, TBWA\Chiat\Day Communications Director TBWA Worldwide Managing Director Jeremy Miller, TBWA\Chiat\Day Director Kris Belman/V. Scott Balcerek, Caviar Executive Producer Michael Sagol/Rosanne Korenberg, Caviar Line Producer Johanna Woollcott/Holli Hanley, Caviar Director of Photography Adam Ballachey, Caviar President/Partner/ Account Supervisor David Brenner/Rashid Ghazi/ Paul Harvey, Paragon Marketing Group Senior Vice President, Senior Partner/ Vice President Jim Motzer/Adam Tanielian, Fleishman-Hillard Vice President/ Senior Account Executive Bonnie Block/Julie Mason, Fleishman-Hillard

Group Account Director/ Group Account Director of Strategy Bob Porcaro/Susanna Ernest, OMD Entered By TBWA\CHIAT\DAY LA B03/072 ITALY BEST USE OF LIVE EVENTS AND OR CELEBRITY ENDORSEMENT Title AUDITORIUM FOOTBALL Advertiser HEINEKEN ITALIA Product/Service BEER PR/Advertising Agency, City BARABINO & PARTNERS Milan/ JWT ITALIA Milan Executive Creative Director Pietro Maestri, JWT Italia Creative Director Bruno Bertelli, JWT Italia Cristiana Boccassini, JWT Italia Copywriter Cristiano Tonnarelli, JWT Italia Art Director Marco Viganò, JWT Italia Account Supervisor Paola Natellis, JWT Italia Junior Brand Manager Dario Gargiulo, Heineken Italia Corporate Relation Manager Alfredo Pratolongo, Heineken Italia Partner Luca De Giovanni, Barabino& Partners Corporate Relation Specialist Ilaria Zaminga, Heineken Italia Entered By BARABINO & PARTNERS Milan C01/055 ITALY BEST INTEGRATED CAMPAIGN LED BY PR Title AUDITORIUM FOOTBALL Advertiser HEINEKEN ITALIA Product/Service BEER PR/Advertising Agency, City BARABINO & PARTNERS Milan/JWT ITALIA Milan Executive Creative Director Pietro Maestri, JWT Italia Creative Director Bruno Bertelli, JWT Italia Cristiana Boccassini, JWT Italia Copywriter Cristiano Tonnarelli, JWT Italia Art Director Marco Viganò, JWT Italia Account Supervisor Paola Natellis, JWT Italia Junior Brand Manager Dario Gargiulo, Heineken Italia Corporate Relations Manager Alfredo Pratolongo, Heineken Italia Partner Luca De Giovanni, Barabino & Partners Corporate Relation Specialist Ilaria Zaminga, Heineken Italia Entered By BARABINO & PARTNERS Milan C01/057 USA BEST INTEGRATED CAMPAIGN LED BY PR Title RIDING SHOTGUN WITH PAPA Advertiser PAPA JOHN’S INTERNATIONAL Product/Service PIZZA PR/Advertising Agency, City FLEISHMAN-HILLARD ST LOUIS Founder and Chief Executive officer John Schnatter, Papa John’s International President Jude Thompson, Papa John’s International President, USA Bill Mitchell, Papa John’s International Senior Vice President, Corp Comms Chris Sternberg, Papa John’s International Director, Community and Public Relations Tish Muldoon, Papa John’s International Manager, Community and Public Relations Rene Kesterson, Papa John’s International Senior Vice President Doug Terfehr, Fleishman-Hillard Senior Vice President and Partner Mike Sabatino, Fleishman-Hillard Senior Creative Director Jeff Kratschmer, Fleishman-Hillard Managing Supervisor Jen Peters, FleishmanHillard Angie Dulle, Fleishman-Hillard Director Jay Montellano, Fleishman-Hillard Asst. Account Executive Camilla Ferrario, Fleishman-Hillard Entered By FLEISHMAN-HILLARD ST LOUIS

Silver Awards A01/009 SWEDEN CONSUMER GOODS, INCLUDING FMCG AND HOUSEHOLD PRODUCTS Title SAVE CHRISTMAS Advertiser KRAFT FOODS SWEDEN/MARABOU Product/Service ALADDIN PR/Advertising Agency, City PRIME PR Stockholm/ OGILVY STOCKHOLM Brand Manager Pralines and Small Ida Persson, Kraft Foods/Marabou Marketing Manager Pralines, Countlines and Small bites Sweden Gisela Jacobsson, Kraft Foods/Marabou Marketing Manager Chocolate Sweden/ Finland Malin Jönsson, Kraft Foods/Marabou Brand Manager Coffee Sweden Karima Gilali, Kraft Foods/Marabou Project Manager Robert Aras, Prime PR Social Media Expert Lovisa Sunnerholm, Prime PR Creative Caroline Jungsand, Prime PR Key Account Manager Johan Seidefors, Prime PR Entered By PRIME PR Stockholm A02/009 UNITED KINGDOM HEALTHCARE AND SERVICES Title FIGHT CERVICAL CANCER IN STYLE Advertiser GLAXOSMITHKLINE /JO’S TRUST Product/Service CERVICAL CANCER AWARENESS PR/Advertising Agency, City WEBER SHANDWICK London/ SLAM PR London Group Managing Director Lucie Harper, Weber Shandwick Managing Director Molly Hooper-Aldridge, SLAM PR Head of Digital Communications Robert Anderson, Weber Shandwick Associate Director Alex Reid, Weber ShandwickHelena Bloomer, SLAM PR Account Manager Holly Hill, Weber Shandwick Dee Graves, SLAM PR Account Executive Emma Spencer-Smith, Weber Shandwick Becky Bayles, SLAM PR Entered By WEBER SHANDWICK London A03/008 SWEDEN AUTOMOTIVE AND TRANSPORT Title THE FUN THEORY Advertiser VOLKSWAGEN SWEDEN Product/Service VOLKSWAGEN BLUEMOTION PR/Advertising Agency, City DDB STOCKHOLM Creative Director Andreas Dahlqvist, DDB Stockholm Copywriter Martin Lundgren, DDB Stockholm Art Director Simon Higby, DDB Stockholm Account Executive Lars Axelsson, DDB Stockholm Account Director Martin Larsson, Tribal/DDB Stockholm Planner Jerker Fagerström, DDB Stockholm Cecilia Cederlid, DDB Stockholm Account Manager Michael Bugaj, DDB Stockholm Web Director Simon Mogren, Tribal/DDB Stockholm Web Designer Karl-Johan Vogelius, Tribal/DDB Stockholm Web Producer Pontus Kindblad, Tribal/ DDB Stockholm Daniel Alinder, Tribal/DDB Stockholm Director/Producer Patrik Sundberg, Birth PR Manager Marcus Thomasfolk, Volkswagen Sweden Account Director Anna Hultman, Prime PR Account Manager Barbro Långjuth, DDB Stockholm Print Manager Anna Hellenberg, DDB Stockholm Planner Karl Wikström, DDB Stockholm Entered By DDB STOCKHOLM A03/011 GERMANY AUTOMOTIVE AND TRANSPORT Title BUILD A CAR Advertiser WIESMANN Product/Service SPORTS CARS PR/Ad Agency, City FAKTOR 3 Hamburg TUESDAY, JUNE 22 , 2010

26_AD:Lions 22/06/10 23:20 Page26

D3 PR Winners:25•01 front 22/06/10 00:17 Page27

PR WINNERS Managing Director Head of Marketing Senior Consultant, Group Head Project Management Key Account Managing Director Entered By

Friedhelm Wiesmann, Wiesmann Jan Molitor, Wiesmann

Manager, Community and Public Relations

Frank Schuetz, Faktor 3 AG Imke Eichelbaum, Faktor 3 AG Benjamin Andreas, Living Concept Advertising Daniel Rosin, Living Concept Advertising FAKTOR 3 Hamburg

Senior Vice President Senior Vice President and Partner Mike Sabatino, Fleishman-Hilllard Senior Creative Director Jeff Kratschmer, Fleishman-Hillard Managing Supervisor Jen Peters, Fleishman-Hillard Angie Dulle, Fleishman-Hillard Director Jay Montellano, Fleishman-Hillard Assistant Account Executive Camilla Ferrario, Fleishman-Hillard Entered By FLEISHMAN-HILLARD ST LOUIS

A04/018 SWITZERLAND MEDIA, ARTS AND ENTERTAINMENT Title TAKE OVER Advertiser WOZ DIE WOCHENZEITUNG Product/Service NEWSPAPER PR/Advertising Agency, City SPILLMANN/FELSER/ LEO BURNETT Zürich Chief Creative Director Martin Spillmann, Spillmann/Felser/Leo Burnett Creative Director Peter Brönnimann, Spillmann/Felser/Leo Burnett Copywriter Diana Rossi, Spillmann/Felser/ Leo Burnett Art Director Simon Staub, Spillmann/Felser/ Leo Burnett Entered By SPILLMANN/FELSER/ LEO BURNETT Zürich A05/008 BELGIUM TRAVEL, TOURISM & LEISURE Title BABY ELEPHANT Advertiser ZOO ANTWERP Product/Service ZOO PROMOTION PR/Advertising Agency, City BOONDOGGLE Leuven Creative Director Stef Selfslagh/Vincent Jansen, Boondoggle Creative Team Tom Loockx/Jorrit Hermans/ Peter Vijgen/Bart Gielen, Boondoggle Copywriter Hans Verhaegen, Boondoggle Strategic Director Peter Verbiest, Boondoggle Strategic Planner Jesse Wynants, Boondoggle Client Service Director Inge Vander Velpen, Boondoggle Account/Project Manager Kelly Wouters, Boondoggle Designers Geert Van Grunderbeek/ Pieter Vandenbulcke, Boondoggle Multimedia Director Bart Plessers, Boondoggle Multimedia Developers Bart Geukens/Sibran Lens, Boondoggle It Director Vincent Depoortere, Boondoggle System Administrator Jo Aerts, Boondoggle Technical Developers Steven Oeyen/ Dirk Weckx, Boondoggle Projection Manager Jan Vanbriel, Beam Streaming Managers Jo Martens/Hans Ketelbueters/ Mikis Putseys, Rambla Live Footage Noel Vroninks, Securipoint Infrastructure Account Johan, Adc Computing Entered By BOONDOGGLE Leuven A06/002 USA RETAIL AND E-COMMERCE, INCLUDING RESTAURANTS Title RIDING SHOTGUN WITH PAPA Advertiser PAPA JOHN’S INTERNATIONAL Product/Service BRAND AWARENESS PR/Ad Agency, City FLEISHMAN-HILLARD ST LOUIS Founder and Chef Executive Officer John Schnatter, Papa Johns International President Jude Thompson, Papa Johns International President, USA Bill Mitchell, Papa Johns International Senior Vice President, Corporate Communications Chris Sternberg, Papa John’s International Director, Community and Public Relations Tish Muldoon, Papa John’s International

Rene Kesterson, Papa John’s International Doug Terfehr, Fleishman-Hillard

A06/005 SWEDEN RETAIL AND E-COMMERCE, INCLUDING RESTAURANTS Title BOOK HAPPY MEAL Advertiser SWEDISH McDONALD’S Product/Service McDONALD’S PR/Advertising Agency, City PRIME PR Stockholm/DDB STOCKHOLM Client, Project Manager Carolina Wendels, Swedish McDonald’s Creative Director Tom Beckman, Prime PR Project Manager Hanna Nordh, Prime PR Copywriter Karin Schollin, Prime PRO la Granfeldt, Prime PR Project Manager, Ads Johan Östlund, DDB Creative Producer Patrik Sundberg, Birth Entered By PRIME PR Stockholm A06/007 UNITED KINGDOM RETAIL AND E-COMMERCE, INCLUDING RESTAURANTS Title NEVER MIND THE POLLACKS Advertiser SAINSBURY’S Product/Service SUPERMARKET PR/Ad Agency, City CAKE MEDIA London Creative Director Mark Whelan, Cake (Havas Sports & Entertainment) Managing Partner Chris Wood, Cake (Havas Sports & Entertainment) Jim Dowling, Cake (Havas Sports & Entertainment) Board & Client Director Davnet Doran, Cake (Havas Sports & Entertainment) Media Strategist Jodie Butt, Cake (Havas Sports & Entertainment) Senior Account Executive James Duffy, Cake (Havas Sports & Entertainment) Account Executive Sara Lincoln, Cake (Havas Sports & Entertainment) Head Of Branded Content Greg James, Cake (Havas Sports & Entertainment) Entered By HAVAS SPORTS & ENTERTAINMENT London A07/005 SWEDEN FINANCIAL SERVICES, INCL. INVESTOR RELATIONS AND CORPORATE FINANCE Title FOREVER YOUNG Advertiser POSTEN Product/Service SWEDISH POST PR/Advertising Agency, City ÅKESTAM HOLST Stockholm Creative Director Andreas Ullenius, Åkestam Holst Copywriter Hanna Björk, Åkestam Holst Art Director Lars Holthe, Åkestam Holst Copywriter Joakim Labraaten, Åkestam Holst Art Director Petra Albrektson, Åkestam Holst Account Executive Göran Åkestam, Åkestam Holst Account Director Jacob Stjärne, Åkestam Holst Account Manager Lisa Malmros, Åkestam Holst Web Producer Sofia Swedenborg, Åkestam Holst Planner Lars Friberg, Åkestam Holst Production Manager Henrik Adenskog, Åkestam Holst DOP and Editing Nisse Axman, Åkestam Holst Production Agency Claes Nyberg, From Stockholm With Love Public Relations Jessica W Sandberg, Kollektivet LivetClaes Delin, 88 Grader Advertiser’s Supervisor Anette Eriksson, PostenJonas Brodén, PostenAnnsofie Nyström, Posten Entered By ÅKESTAM HOLST Stockholm

A07/007 BRAZIL FINANCIAL SERVICES, INCL. INVESTOR RELATIONS AND CORPORATE FINANCE Title BOVAP Advertiser SOUZA BARROS STOCK BROKERAGE FIRM Product/Service ONLINE STOCK TRADING TOOL PR/Ad Agency, City LIVEAD São Paulo Chief Executive Officer Lucas Mello, LiveAd Exec Creative Directors Mauro Silva/Keke Toledo Piza, LiveAd Creative Planners Amnah Asad/Will Prestes/Tatiana Tsukamoto, LiveAd Copywriters Julia Duarte/Lucas Bergallo/Vinícius Facco, LiveAd Content Coordinator Beatriz Sano, LiveAd Social Media Coordinator Ariel Gajardo, LiveAd Press Coordinator Mariana Sampaio, LiveAd Assoc Creative Director Pedro Perurena, LiveAd Web Designer Rodrigo Rocha, LiveAd Art Directors Felipe «Pinho» Fornari/Ana Tokutake, LiveAd Assistant Art Directors Alexandre Kiss/Paula Maia, LiveAd Web Producer Igor Roder, LiveAd Executive Producer Aline Rizzotto, LiveAd Production Coordinators Bianca Loretto/Lucas Costa, LiveAd Platform Manager Martina Valle, LiveAd Website Administrator Ricardo Pereira, LiveAd Account Director Fernando Gomes Jr, LiveAd Account Executives Patrícia Barão/Luciana Martins, LiveAd Account Manager Mariana Gutheil, LiveAd Planner Fernando Spuri, LiveAd Entered By LIVEAD São Paulo A08/014 THAILAND TECHNOLOGY AND MANUFACTURING Title LOVE CODE Advertiser LG Product/Service MOBILE PHONE PR/Ad Agency, City McCANN WORLDGROUP THAILAND Bangkok Chief Creative Officer Senior Art Director Copy Writer Art Director Technology Consultant Flash Programmer Strategic Planning Director Account Executive

Senior Web designer Entered By

Prayer Trairatvorakul, McCann Worldgroup (Thailand) Chotika Ophaswongse, McCann Worldgroup (Thailand) Wichian Yungmeesuk, McCann Worldgroup (Thailand) Kongsak Pongsuradate, McCann Worldgroup (Thailand) Chawana Praesrisakul, McCann Worldgroup (Thailand) Peerunthron Chaisrirattanakul, McCann Worldgroup (Thailand) Nutcha Mauthorn, McCann Worldgroup (Thailand) Thongrop Vongthonghor, McCann Worldgroup (Thailand) McCANN WORLDGROUP THAILAND Bangkok

A09/002 JAPAN CHARITY AND NOT FOR PROFIT Title LOVE CAKE PROJECT Advertiser WORLD VISION JAPAN Product/Service CHILD SPONSOR DONATION PROGRAMME PR/Advertising Agency, City DENTSU PUBLIC RELATIONS Tokyo Press Release Planner Tadashi Inokuchi, Dentsu Public Relations Akiko Sugiyama, Dentsu Public Relations Media Relations Manager Hidehito Iwai, Dentsu Public Relations Noriko Arakawa, Dentsu Public Relations TUESDAY, JUNE 22, 2010

D3 PR Winners:25•01 front 22/06/10 00:17 Page28

PR WINNERS

Creative Director Creative Producer Copywriter Art Director Designer Producer Media Planner Coordinator Print Entered By

Motomu Ishida, Dentsu Takashi Fukui, Dentsu Michiko Ishihara, Dentsu Yoko Okazaki, Dentsu Marie Ono, Dentsu Noriko Okamoto, Dentsu Mayuko Hori, DentsuYuki Takahashi, Dentsu Koyo Tomita, Dentsu Yuichi Otsuka, Dentsu Yuji Kimura, Dentsu Kohei Nakamiya, Shibata Shoten Hiroyuki Tanaka, Seibido DENTSU PUBLIC RELATIONS Tokyo

A09/041 AUSTRALIA CHARITY AND NOT FOR PROFIT Title SUN SOUND Advertiser THE CANCER COUNCIL Product/Service SKIN CANCER PREVENTION PR/Advertising Agency, City THREE DRUNK MONKEYS Sydney Creative Director Justin Drape, Three Drunk Monkeys Noah Regan, Three Drunk Monkeys Art Director Scott Dettrick, Three Drunk Monkeys Copywriter Nick Morrissey, Three Drunk Monkeys Agency Producer Thea Carone, Three Drunk Monkeys Production Assistant Ana Nielson, Three Drunk Monkeys Account Director Eve Woolfson, Three Drunk Monkeys Studio Terry Chisholm, Three Drunk Monkeys Editor Graeme Robertson, Three Drunk Monkeys Composer Ben Lee, Executive Creative Director Scott Nowell, Three Drunk Monkeys Justin Drape, Three Drunk Monkeys Entered By THREE DRUNK MONKEYS Sydney A10/004 JAPAN CORPORATE COMMUNICATION Title THE LAUNCH OF SHIPBUILDING HERO Advertiser SANOYAS HISHINO MEISHO CORPORATION Product/Service SHIP BUILDER PR/Advertising Agency, City DENTSU KANSAI Osaka Creative Director Takatoshi Nakao, Dentsu Kansai Copywriter Takatoshi Nakao, Dentsu Kansai Singer Takatoshi Nakao, Dentsu Kansai Art Director/ Illustrator Ryo Fujii, Dentsu Kansai Copywriter Ryo Fujii, Dentsu Kansai Kosuke Matsushita, Dentsu Kansai Producer Yosuke Katsuno, AT Armz Sound Designer Akihito Hayashi, Marron Music Office Animator Shimon Tanaka Illustrator Ryo Fujii, Dentsu Kansai Entered By DENTSU KANSAI Osaka A10/015 BRAZIL CORPORATE COMMUNICATION Title I KNEW IT Advertiser OLYMPIKUS Product/Service BRAZILIAN OLYMPIC COMMITTEE SPONSOR PR/Advertising Agency, City DCS Porto Alegre/BOCA Porto Alegre Creative Director Roberto Callage, DCSRafael Bohrer, DCS Copywriter Everton Behenck, DCS Art Director Rodrigo Alves, DCS Creative Director Eduardo Menezes, Boca Creative Everson Klein, Boca Marcelo Quinan, Boca Gabriel Gama, Boca Account Supervisor Mario Paravisi, DCS Luciana Grazziotin, DCS Account Manager Leticia Peroni, DCS Art Buyer Clarice dias, DCSMariene Braga, DCS Public Relations Ian Black, BocaAlexandre Inagaki, Boca Marketing Manager Pedro Bartelle, Olympikus Marcio Callage, Olympikus TUESDAY, JUNE 22, 2010

Producer Account Manager Entered By

Ana Paula Luce, DCSThiago Vanigli, DCS Camila Roveda, DCS DCS Porto Alegre

A10/040 USA CORPORATE COMMUNICATION Title SOCIABLE DRIVE Advertiser FORD MOTOR COMPANY Product/Service CARS PR/Advertising Agency, City OGILVY PUBLIC RELATIONS WORLDWIDE Washington Global Managing Director John Bell, Ogilvy PR Vice President Kaitlyn Wilkins, Ogilvy PR Senior Vice President Ian Sohn, Ogilvy PR Account Director Karen Untereker, Ogilvy PR Senior Account Executive John Stauffer, Ogilvy PR Account Executive Tanya Chadha, Ogilvy PR Senior Account Executive Sarah Marchetti, Ogilvy PR Team Contributor Susannah Wesley, Direct Impact Dave Denherder, Direct Impact Entered By OGILVY PUBLIC RELATIONS WORLDWIDE Washington A12/004 PUBLIC SECTOR Title Advertiser

POLAND MATE FROM THE PAST CITY OF WARSAW PROMOTION DEPARTMENT EDUCATIONAL CAMPAIGN

Product/Service PR/Advertising Agency, City SAN MARKOS Warsaw Creative Director Michał Berger, San Markos Tomasz Chojnacki, San Markos Copywriter Agata Grosicka, San Markos Artur Klimek, San Markos Account Executive Kasia Borkowicz, San Markos Copywriter Wojtek Albiński, San Markos Entered By SAN MARKOS Warsaw A12/007 PUBLIC SECTOR Title Advertiser

SWEDEN DECAMERONE STOCKHOLM VÅRDGUIDEN, STOCKHOLM COUNTY COUNCIL VACCINATION AND HEALTH SERVICE

Product/Service PR/Advertising Agency, City PRIME PR Stockholm/ QUATTROPORTE Stockholm Senior Vice President, Communications Katarina Winell, Stockholm County Council Director of Vårdguiden Kim Norlander, Stockholm County Council Account Director Håkan Ström, Prime PR Creative Caroline Jungsand, Prime PRDésirée Maurd, Prime PR Project Manager Ola Granfeldt, Prime PR Project Assistant Shirin Hirmand, Prime PR Public Relations Hannah Davidsson, Prime PRClaes Nyströmer, Prime PR Copywriter Syliva Ziemski, Prime PR Entered By PRIME PR Stockholm A14/005 KOREA CORPORATE RESPONSIBILITY Title BEAUTY IN EVERY LETTER Advertiser NHN Product/Service HANGEUL CHARACTERS AWARENESS PR/Advertising Agency, City NHN Seongnam Creative Director/Head of Marketing Center Jo Hang Soo, NHN Project Director/ Chief Designer Kim Seung Eon, NHN Planner/Chief Marketer Kim Kyung Dong, NHN Art Director/ Team Manager Shin Myung Sup, NHN Project Manager/ Lead Designer Song Ho Sung, NHN

Planner/Team Manager Planner/Senior Marketer Planner/Marketer Site/Da Design/ Team Manager Site/Da Design/ Senior Designer

Kang Sae Bom, NHN Choi Bo Yoon, NHN Jang In Won, NHN Byun Sa Bum, NHN Song Byung Yong, NHN Lee Sang Min, NHN Shin Yu Ra, NHN

Motion Design/ Team Manager Jung Bin Young, NHN Motion Design/Designer Kim Seung Bok, NHN Lee Chang Soo, NHN Sound Design/ Senior Designer Jung Jae Ho, NHN Space Motion Design/ Senior Designer Huh Seung Won, NHN Space Design/Designer Haam Young Hoon, NHN Na Se Hoon, NHN Planner/Senior Marketer Lee Hyun Kew, NHN Entered By NHN Seongnam A14/013 PORTUGAL CORPORATE RESPONSIBILITY Title THE MARATHON FOR WATER Advertiser LIDL Product/Service PROJECT VIVA PR/Advertising Agency, City LEO BURNETT IBERIA Client Service Director Paula Lopes, Leo Burnett Iberia Account Executive Fernanda Manso, Leo Burnett Iberia Executive Creative Director Iberia Chacho Puebla, Leo Burnett Iberia Public Relations Director Marta Guimarães, Leo Burnett Iberia Public Relations Agency Creative Advisor Art Director Renato Lopes, Leo Burnett Iberia Copywriter Erick Rosa, Leo Burnett Iberia Production Director Cristina Almeida, Leo Burnett Iberia Graphic Producer António Junior, Leo Burnett Iberia Rui Caracol, Leo Burnett Iberia Audio Visual Producer Hugo Lage, Leo Burnett Iberia Cameraman Ricardo Costa, Mastershot Sound Production Company Indigo Sound Photos Júlio Alves, VIDA / Inês Gomes, Leo Burnett Iberia Head of Digital Production Rodrigo Barona, Leo Burnett Iberia Web Developer Mónica Rocha, Leo Burnett Iberia Voice Over Albano Jerónimo, Freelance Entered By LEO BURNETT IBERIA A15/008 ENVIRONMENTAL PR Title Advertiser Product/Service PR/Advertising Agency, City Creative Director

BRAZIL PEE IN THE SHOWER SOS ATLANTIC FOREST FOUNDATION INSTITUTIONAL

F/NAZCA SAATCHI & SAATCHI São Paulo Fabio Fernandes, F/ Nazca Saatchi & Saatchi Eduardo Lima, F/ Nazca Saatchi & Saatchi Alexandre Soares, F/ Nazca Saatchi & Saatchi Copywriter Eduardo Lima, F/ Nazca Saatchi & Saatchi Art Director João Linneu, F/Nazca Saatchi & Saatchi Public Relations Manager Maria Clara Cacaia Jorge, F/ Nazca Saatchi & Saatchi Account Manager Daniela Keller, F/ Nazca Saatchi & Saatchi Planning Director Fernand Alphen, F/ Nazca Saatchi & Saatchi Planning Manager Dorian Dack, F/Nazca Saatchi & Saatchi Entered By F/NAZCA SAATCHI & SAATCHI São Paulo

D3 PR Winners:25•01 front 22/06/10 00:17 Page29

PR WINNERS A16/009 COSTA RICA CRISIS AND ISSUE MANAGEMENT Title VIRTUAL PILGRIMAGE Advertiser CATHOLIC CHURCH Product/Service RELIGIOUS WEBSITE PR/Advertising Agency, City JOTABEQU GREY San José Creative Director Luis Diego Vásquez, jotabequ Santiago Cardone, jotabequ Online Content Creative Nestor Villalobos, jotabequ Juan Diego Espinoza, jotabequ Project Manager Enrique Ugalde, jotabequ Web Developer Harold Soto, jotabequ Freddy Molina, jotabequ Graphic Designer Héctor Acuña, jotabequ Entered By JOTABEQU GREY San José B02/001 THE NETHERLANDS BEST USE OF SOCIAL MEDIA Title STANISLAV Advertiser MINISTRY OF JUSTICE Product/Service CYBERCRIME AWARENESS CAMPAIGN PR/Advertising Agency, City KONG Amsterdam Creative Director Yacco Vijn, Kong Managing Director Peggy Wijtzes, Kong Strategy Director Trudelies van der Poel, N=5 Client Service Director Judith Lavalette, N=5 Senior Advisor Campaign Management Petra De Jong, Public Information and Communication Office Advisor Campaign Management Frederike van Dorst, Public Information and Communication Office Policy Advisor Anja van Zantvoort, Ministry of Justice Communications Consultant Dennis Cohen, Ministry of Justice Project Manager Tisha Hoppenbrouwers, Kong Art Director Yacco Vijn, Kong Freelance Art Director Arno De Jong, Kong Freelance Copywriter Martijn De Vreeze, Kong Av-Producer Christ Bloemheuvel, N=5 Director/Editor Roel Welling, Comrad Online Production Mario Piepenbrink, Refunk Entered By KONG Amsterdam B02/041 AUSTRALIA BEST USE OF SOCIAL MEDIA Title PHOTOCHAINS Advertiser CANON AUSTRALIA Product/Service EOS PHOTOCHAINS PR/Advertising Agency, City LEO BURNETT SYDNEY Executive Creative Director Andy Dilallo, Leo Burnett Sydney Jay Benjamin, Leo Burnett Sydney Creative Group Head Michael Canning, Leo Burnett Sydney Art Director Kieran Antill, Leo Burnett Sydney Digital Creative Director Kieran Ots, Leo Burnett Sydney Interface Developer Keong Seet, Leo Burnett Sydney Developer Nick McGrath, Leo Burnett Sydney Digital Producer Tristan Parker, Leo Burnett Sydney Group Account Director Amanda Quested, Leo Burnett Sydney Account Director Jodi McLeod, Leo Burnett Sydney Head of Digital Dominique Hind, Leo Burnett Sydney Director Daryl Ward, Photographer Sean Izzard, TV Producer Rita Gagliardi, Leo Burnett Sydney Entered By LEO BURNETT SYDNEY B03/029 USA BEST USE OF LIVE EVENTS AND OR CELEBRITY ENDORSEMENT Title THE PACIFIC NATIONAL HONOR FLIGHT Advertiser HBO Product/Service VETERANS EVENT PR/Advertising Agency, City CIVIC ENTERTAINMENT GROUP New York Executive Vice President Consumer Marketing Courteney Monroe, HBO Vice President Advertising & Promotions Zach Enterlin, HBO

Director Advertising & Promotions Marketing Coordinator Executive Vice President Corporate Communications Senior Vice President Corporate Affairs & Regional PR Vice President Corporate Affairs & Regional PR Director Corporate Affairs Vice President Media Relations Co-Chief Executive Officer

Joanna Scholl, HBO Jessica Grabarz, HBO

Quentin Schaffer, HBO

Jeffrey Cusson, HBO Suzanne Pinto, HBO Laura Young, HBO Mara Mikialian, HBO

Stuart Ruderfer, Civic Entertainment Group Vice President Spencer Rice, Civic Entertainment Group Account Director Seth Grossbard, Civic Entertainment Group Director, Production Lindsay Weiss, Civic Entertainment Group Program Manager Rory Edwards, Civic Entertainment Group Senior Event Coordinator David Tackel, Civic Entertainment Group Entered By CIVIC ENTERTAINMENT GROUP New York B05/005 ROMANIA BEST LAUNCH OR RE-LAUNCH Title LITTLE VOICE, BIG SOUND Advertiser PHOENIX Product/Service BRAND AWARENESS PR/Advertising Agency, City THE PRACTICE Bucharest Managing Partner Gabriela Lungu, The Practice Client Service Director Oana Bulexa, The Practice Strategic Planning Director Andrei Balan, The Practice Junior Public Relations Manager Floriana Cristea, The Practice Entered By THE PRACTICE Bucharest

B05/010 SPAIN BEST LAUNCH OR RE-LAUNCH Title A VILLAGE OF EXPERTS Advertiser MICROSOFT Product/Service WINDOWS 7 PR/Ad Agency, City BUNGALOW 25 Madrid President Pablo Pérez-Solero, Bungalow25 Creative Exec Director Julio Gálvez, Bungalow25 Creative Director Iñigo Ancizu, Bungalow25 Art Director Myriam López, Bungalow25 Account Director Marta Larrauri, Bungalow25 Producer Raquel Riaño, Bungalow25 Accont Executive Edenia González, Bungalow25 Entered By BUNGALOW 25 Madrid B05/014 UNITED KINGDOM BEST LAUNCH OR RE-LAUNCH Title TAILORED BY ENGLAND Advertiser UMBRO Product/Service ENGLAND KIT LAUNCH 2009 PR/Ad Agency, City EXPOSURE London Chief Executive Officer Raoul Shah, Exposure Exec Group Communications Director Heather Ogie, Exposure Director Maneeze Chowdhury, Exposure Account Director Lex Deasley, ExposureAdam Paris, Exposure Senior Account Manager Andy Jephson, Exposure Account Executive Alec Stephens, Exposure Creative Director Simon Shaw, Exposure Retail/Events Alison Berkani, Exposure Art Director Aaran Cawte, Exposure Entered By EXPOSURE London

B06/015 SPAIN BEST USE OF MEDIA RELATIONS Title A VILLAGE OF EXPERTS Advertiser MICROSOFT Product/Service WINDOWS 7 PR/Ad Agency, City BUNGALOW 25 Madrid President Pablo Pérez-Solero, Bungalow25 Creative Exec Director Julio Gálvez, Bungalow25 Creative Director Iñigo Ancizu, Bungalow25 Art Director Myriam López, Bungalow25 Account Director Marta Larrauri, Bungalow25 Producer Raquel Riaño, Bungalow25 Accont Executive Edenia González, Bungalow25 Entered By BUNGALOW 25 Madrid C01/045 INDIA BEST INTEGRATED CAMPAIGN LED BY PR Title WOMEN AGAINST LAZY STUBBLE Advertiser PROCTER & GAMBLE Product/Service SHAVING PRODUCTS PR/Ad Agency, City BBDO Mumbai Chairman & CCO Josy Paul, BBDO India Exec Creative Director Rajdeepak Das, BBDO India Account Director Arjun Singh Kochhar, BBDO India Creative Director Sandeep Sawant, BBDO India Copywriter Pashyn Sethna, BBDO IndiaKiran Dhodia, EncompassRhea D’souza, Webber ShandwickHarsh, Webber ShandwickAlka Pillai, Mediacom Entered By BBDO Mumbai C02/005 UNITED KINGDOM BEST INTERNATIONAL PR CAMPAIGN Title AM I NUMBER 12? Advertiser WORLD HEPATITIS ALLIANCE Product/Service FUNDRAISING CAMPAIGN PR/Ad Agency, City FLEISHMAN-HILLARD London President Charles Gore, World Hepatitis Alliance Non Exec and Interim Board Member (Latin America) Raquel José, World Hepatitis Alliance Board Member (N. Africa/E. Mediterranean) Abdelhamid Bouallag, World Hep. All. Board Member (Europe) Achim Kautz, World Hepatitis Alliance Board Member (N.Am.) Chris Taylor, World Hepatitis Alliance Board Member (Aus.) Helen Tyrrell, World Hepatitis Alliance Former Board Member (Latin America) Carlos Varaldo, Grupo Otimismo Board Member (Western Pacific) Zhao Wang, World Hepatitis Alliance Account Director, Healthcare & Global Aid James Smith, Fleishman Hillard Director & Public Relations Lead, Deputy Head Healthcare London Daniel Kent, Fleishman Hillard Account Manager, Healthcare Public Relations Lorna Croft, Fleishman Hillard Account Director, Public Affairs Richard Robinson, Fleishman Hillard Senior Account Executive, Public Affairs Amna Ahmad, Fleishman Hillard Account Executive, Healthcare Public Relations Emma-Fleur Hartley, Fleishman Hillard Assistant Account Executive, Healthcare Public Relations Erin Geary, Fleishman Hillard Senior Designer Paul Scripps, Fleishman Hillard Fleishman Hillard Digital and Creative Fleishman Hillard Medical Officer, Hepatitis Prevention Immunization, Vaccines & Biologicals, Expanded Programme on Im Steve Wiersma, WHO Stanton MediaWHA Sponsors and Supporters Entered By FLEISHMAN-HILLARD London TUESDAY, JUNE 22, 2010

D3-30-Direct-Grand-prix:Lions 22/06/10 00:27 Page30

WINNERS DIRECT WINNER ORCON + IG ORCON BRO GY POP SPECIAL GR ADBAND AUCKLAND OUP

TUESDAY, JUNE 22, 2010

D3-Direct Winners-ok:Lions 22/06/10 00:28 Page31

DIRECT WINNERS Grand Prix D01/070 NEW ZEALAND BEST INTEGRATED CAMPAIGN LED BY DIRECT MARKETING Title ORCON + IGGY POP Advertiser ORCON BROADBAND Product/Service BROADBAND Direct/Advertising Agency, City SPECIAL GROUP Auckland Creative Director Tony Bradbourne, Special GroupRob Jack, Special GroupHeath Lowe, Special Group Managing Director Michael Redwood, Special Group Agency Producer Sascha Mortimer, Special Group Interactive Producer Hamish Wanhill, Special Group Project Manager Jules Pakenham, Special Group Strategic Planner Claire Beatson, Special Group Media Strategist Sean McCready, Special Group Director/Director of Photography Darryl Ward, Curious Film Executive Producer Matt Noonan, Curious Film Editor Luke Haigh, Curious Film Producer Andy Mauger, Curious Film Flame Nigel Mortimer, Curious Film Audio Engineer (USA) Alfred Figueroa, Crescent Moon. Miami. Audio Engineer (NZ) John Cooper, Liquid Studio Jordan Stone, Roundhead Studio Head of Brand & Communication Duncan Blair, Orcon Head of Sales & Marketing David Joyce, Orcon Chief Executive Officer Scott Bartlett, Orcon Entered By SPECIAL GROUP Auckland

Gold Awards A02/016 DIMENSIONAL MAILING Title Advertiser Product/Service Direct/Advertising Agency, City Associate Creative Director, Copywriter Art Director Production Manager Account Director Sound Design, Recording Studio Production President Entered By

CANADA CARDBOARD RECORD PLAYER GGRP SOUND DESIGN COMPANY GREY VANCOUVER Geoff Dawson, Grey Vancouver Andrew McKinley, Grey Vancouver Dennis Isaacson, Grey Vancouver Genevieve Louden, Grey Vancouver Meg Griffiths, GGRP Rick Selinger, Dyna Graphics David Read, Vinyl Guru GREY VANCOUVER

A04/019 HONG KONG DIRECT RESPONSE DIGITAL: MOBILE MARKETING Title HIDDEN SOUND CAMPAIGN Advertiser ZOO RECORDS Product/Service ALTERNATIVE MUSIC SHOP Direct/Advertising Agency, City LEO BURNETT Hong Kong Executive Creative Director Connie Lo, Leo Burnett Hong Kong Group Creative Director/ Art Director Brian Ma, Leo Burnett Hong Kong Copywriter Wen Louie, Leo Burnett Hong Kong Joey Chung, Leo Burnett Hong Kong Cyrus Ho, Leo Burnett Hong Kong Art Director Kenny Ip, Leo Burnett Hong Kong Leo Yeung, Leo Burnett Hong Kong Account Manager Matthew Kwan, Leo Burnett Hong Kong Retoucher Tommy Cheung, Entered By LEO BURNETT Hong Kong A06/016 NEW ZEALAND DIRECT RESPONSE DIGITAL: OTHER DIGITAL PLATFORMS TO HARNESS DIRECT MARKETING Title LIVE RESCUE Advertiser COASTGUARD NZ Product/Service SEARCH & RESCUE SERVICES Direct/Advertising Agency, City DDB NEW ZEALAND Auckland Art Director Matt Swinburne, DDB

Writer Brett Colliver, DDB Group Executive Creative DirectorToby Talbot, DDB Deputy Creative Director Regan Grafton, DDB Account Executive Sarah Burilin, DDB Account Director Libby Weston-Webb, DDB Agency Producer Tania Jeram, DDB Creative Director Daniel Wright, Tribal/DDB Interactive Designer Steven Leong, Tribal/DDB Senior Developer David Vaughan, Tribal/DDB Developer Rowan Oulton, Tribal/DDB Senior Account Manager Tim Cullinane, Tribal/DDB Editor Steve Gulik, DDB Entered By DDB NEW ZEALAND Auckland A07/032 AMBIENT MEDIA (LARGE SCALE) Title Advertiser Product/Service Direct/Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Head of Strategy Account Directors Account Managers Flash Creative President Mobile Application Production Event Production Strategy Programming Entered By A07/065 AMBIENT MEDIA (LARGE SCALE) Title Advertiser Product/Service Direct/Advertising Agency, City Entered By

SWEDEN WORLD’S BIGGEST SIGNPOST NOKIA NAVIGATION SERVICES FARFAR Stockholm Jon Dranger, Farfar Erik Norin, Farfar Carl Fredrik Jannerfeldt, Farfar Tomas Jonsson, Farfar Niku Banaie, Isobar Marten Forslund/Christian Nord, Farfar Marie Persson/Louise Stenborg/ Ulrika Hojgard, Farfar Robert Jarvi/Bjorn Uppeke/ Mikael Ring, Farfar Matias Palm Jensen, Farfar Starcut Mission Isobar David Looberger, Stockholm Code Group FARFAR Stockholm UNITED KINGDOM SANDWICH PEPSICO WALKERS CRISPS ABBOTT MEAD VICKERS BBDO London ABBOTT MEAD VICKERS BBDO London

A09/018 FINLAND DIRECT RESPONSE BROADCAST: TV, RADIO & INFOMERCIALS Title DRAMA QUEEN Advertiser YOUNG DIRECTOR AWARD BY CFP-E/shots Product/Service YOUNG DIRECTOR AWARD Direct/Advertising Agency, City TBWA\PHS HELSINKI President François Chilot, CFP-E Copywriter Mira Olsson, TBWA\PHS Helsinki Art Director Minna Lavola, TBWA\PHS Helsinki Producer Jacques Vereecken, L-A-D-A/Caviar Director Rogier Hesp, L-A-D-A/Caviar Producer Karen Bruinsma, L-A-D-A/Caviar Project Manager Hannes Jakobsen, Danish Producers’ Association Entered By TBWA\PHS HELSINKI B02/026 BEST LOW BUDGET CAMPAIGN Title Advertiser Product/Service Direct/Advertising Agency, City Media Agency Photographer Advertiser’s Supervisor Entered By

SWEDEN FACEBOOK SHOWROOM IKEA DEPARTMENT STORE FORSMAN & BODENFORS Gothenburg Mediaedge:cia, Lennart Sjöberg, Sara Zakariasson, IKEA FORSMAN & BODENFORS Gothenburg

B04/053 TRAFFIC & BRAND BUILDING Title Advertiser Product/Service Direct/Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Director Producer Group Business Director Business Director Planner Producer Director Producer - print Entered By

AUSTRALIA

B04/073 TRAFFIC & BRAND BUILDING Title Advertiser Product/Service Direct/Advertising Agency, City Creative Director Copywriter Art Director Creative Producer Web Production Event Production Entered By

JAPAN

C02/033 CARS & AUTOMOTIVE SERVICES Title Advertiser Product/Service Direct/Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Director Producer Group Business Director Business Director Planner Producer Director Print Producer Entered By

AUSTRALIA

NOTHING SOFT GETS IN TOYOTA MOTOR CORPORATION 4WD RANGE SAATCHI & SAATCHI AUSTRALIA Sydney Steve Back, Saatchi & Saatchi Dave Bowman, Saatchi & Saatchi Steve Jackson, Saatchi & Saatchi Vince Lagana, Saatchi & Saatchi Kate Whitfield, Saatchi & Saatchi Tim Bullock, Prodigy Films Julianne Shelton, Prodigy Films Ben Court, Saatchi & Saatchi Amy Turnbull, Saatchi & Saatchi Simon Bird, Saatchi & Saatchi Julianne Shelton, Prodigy Films Tim Bullock, Prodigy Films Jeremy de Villiers, Saatchi & Saatchi SAATCHI & SAATCHI AUSTRALIA Sydney

SMASH K’S JAPAN GUITAR COMPANY HAKUHODO Tokyo Jin Saito, Hakuhodo Hidenori Sakai, Hakuhodo Kentaro Harano, Hakuhodo Shoko Akutagawa, Hakuhodo Answr Tyo Production, HAKUHODO Tokyo

NOTHING SOFT GETS IN TOYOTA MOTOR CORPORATION 4WD RANGE SAATCHI & SAATCHI AUSTRALIA Sydney Steve Back, Saatchi & Saatchi Dave Bowman, Saatchi & Saatchi Steve Jackson, Saatchi & Saatchi Vince Lagana, Saatchi & Saatchi Kate Whitfield, Saatchi & Saatchi Tim Bullock, Prodigy Films Julianne Shelton, Prodigy Films Ben Court, Saatchi & Saatchi Amy Turnbull, Saatchi & Saatchi Simon Bird, Saatchi & Saatchi Julianne Shelton, Prodigy Films Tim Bullock, Prodigy Films Jeremy De Villiers, Saatchi & Saatchi SAATCHI & SAATCHI AUSTRALIA Sydney

C03/020 AUSTRALIA OTHER CONSUMER PRODUCTS (INCLUDING DURABLE GOODS) Title PHOTOCHAINS Advertiser CANON AUSTRALIA Product/Service EOS DSLR CAMERA Direct/Advertising Agency, City LEO BURNETT SYDNEY Executive Creative Director Andy DiLallo, Leo Burnett Sydney Jay Benjamin, Leo Burnett Sydney Creative Group Head Michael Canning, Leo Burnett Sydney Art Director Kieran Antill, Leo Burnett Sydney Digital Creative Director/Design Kieran Ots, Leo Burnett Sydney Group Account Director Amanda Quested, Leo Burnett Sydney Account Director Jodi McLeod, Leo Burnett Sydney Director Daryl Ward, Curious Photographer Sean Izzard, The Pool TV Producer Rita Galiardi, Leo Burnett Sydney Head of Digital Dominique Hind, Leo Burnett Sydney Digital Producer Tristan Parker, Leo Burnett Sydney Developer Nick McGrath, Leo Burnett Sydney Interface Developer Keong Seet, Leo Burnett Sydney Entered By LEO BURNETT SYDNEY

TUESDAY, 22 JUNE, 2010

D3-Direct Winners-ok:Lions 22/06/10 00:28 Page32

DIRECT WINNERS

C05/032 NEW ZEALAND COMMERCIAL PUBLIC SERVICES, INCL. HEALTHCARE & MEDICAL Title ORCON + IGGY POP Advertiser ORCON BROADBAND Product/Service BROADBAND Direct/Advertising Agency, City SPECIAL GROUP Auckland Creative Director Tony Bradbourne, Special Group Rob Jack, Special Group Heath Lowe, Special Group Managing Director Michael Redwood, Special Group Agency Producer Sascha Mortimer, Special Group Interactive Producer Hamish Wanhill, Special Group Project Manager Jules Pakenham, Special Group Strategic Planner Claire Beatson, Special Group Media Strategist Sean McCready, Special Group Director/Director of Photography Darryl Ward, Curious Film Executive Producer Matt Noonan, Curious Film Editor Luke Haigh, Curious Film Producer Andy Mauger, Curious Film Flame Nigel Mortimer, Curious Film Audio Engineer (USA) Alfred Figueroa, Crescent Moon, Miami Audio Engineer (NZ) John Cooper, Liquid Studio Jordan Stone, Roundhead Studio Head of Brand & Communication Duncan Blair, Orcon Head of Sales & Marketing David Joyce, Orcon Chief Executive Officer Scott Bartlett, Orcon Entered By SPECIAL GROUP Auckland C06/001 AUSTRALIA TRAVEL, ENTERTAINMENT & LEISURE Title 4320 LA/SYD Advertiser V AUSTRALIA Product/Service AIRLINE Direct/Advertising Agency, City DROGA5 AUSTRALIA Sydney Executive Creative Director David Nobay, Droga5 Sydney Executive Planning Director Sudeep Gohil, Droga5 Sydney Senior Copywriter Ben Akers, Droga5 Sydney Senior Art Director Ben Smith, Droga5 Sydney Agency Producer Paul Johnston, Droga5 Sydney Director Digital Brett Mitchell, Droga5 Sydney Digital Producer John McLean, Droga5 Sydney Account Director Nicolas Kettelhake, Droga5 Sydney Liz Ainslie, Droga5 Sydney Executive Producer Tom Korsan, Great Guns USA Head of Production Ellen Devine, Great Guns USA Editor Craig Wilson, Image Post/Sydney Sound Design Tone Aston, Nylon Studios/Sydney Executive Producer Matt Long, Goodoil Films Production Producer Chana Mclallen, Goodoil Films Editing Macca Mclean, Goodoil Films Agency Producer Roy Di Giorgio, Droga5 Sydney Entered By DROGA5 AUSTRALIA Sydney C08/026 PUBLICATIONS & MEDIA Title Advertiser Product/Service Direct/Advertising Agency, City Creative Director Copywriter Art Director Producer Strategy Director Owner Marketing Manager Marketing Assistent Head of Studio Brussels Creative Director Entered By

TUESDAY, 22 JUNE, 2010

C10/025 GERMANY CORPORATE IMAGE & INFORMATION Title AUDIO ANNUAL REPORT Advertiser BANG & OLUFSEN Product/Service ELECTRONIC ANNUAL REPORT Direct/Advertising Agency, City SERVICEPLAN Munich Chief Creative Officer Alex Schill Creative Directors Christoph Everke, Tim Strathus, Matthias Mittermüller Copywriter Juliana Hirsing Art Director Monika Steiner Account Supervisor Ralf Hussar Production Company just gmbh Producer Christian Geisler Sound Design Michael Armann Entered By SERVICEPLAN Munich C11/009 AUSTRALIA CHARITIES, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS MESSAGES Title SUPPORT SCENT Advertiser GUIDE DOGS AUSTRALIA Product/Service SUPPORT FOR THE BLIND Direct/Advertising Agency, City CLEMENGER BBDO MELBOURNE Executive Creative Director Ant Keogh, Clemenger BBDO Melbourne Creative Director Damian Royce, Clemenger BBDO Melbourne Creative Team Tom Martin, Clemenger BBDO Melbourne Julian Schreiber, Clemenger BBDO Melbourne Agency Producer/Project Manager Sevda Cemo, Clemenger BBDO Melbourne Account Management Nici Henningson/Ricci Meldrum, Clemenger BBDO Melbourne Print Producer Mary Darzi, Clemenger BBDO Melbourne Interactive Producer Sam Hodgson, Clemenger BBDO Melbourne Strategic Planner Mike Hyde, Clemenger BBDO Melbourne Project Manager Jo Currie, Clemenger BBDO Melbourne Designer Beci Orpin Directors Amy Gerbhardt/Micca Delaney Director of Photography Jody Musdon/Micca Delaney/ Alex Aslangul Producers Jane Liscombe/Allison Lockwood Editors Jack Hutchings/Megan Voevodin/ Micca Delaney, The Butchery/ Tide Edit/Exit Films Music Production Company Karl Richter, Level Two Music Smoke Operator Egene Richards, Digital Pictures Melbourne Post Production Company Digital Pictures Melbourne Music Composer/Arranger The Bon Scotts Sound Designer/Engineer Paul Le Couteur/Jack Berryman, Flagstaff Studios Entered By CLEMENGER BBDO MELBOURNE

BELGIUM ETERNAL MOONWALK STUDIO BRUSSELS RADIO STATION MORTIERBRIGADE Brussels Jens Mortier, Mortierbrigade Arnaud Pitz, Mortierbrigade Sebastien Devalck, Mortierbrigade Patricia Vandekerckhove, Mortierbrigade Stephanie Zimmermann, Mortierbrigade Pascal Leroy, Group94 Peter Claes, Studio Brussels Katrijn Dewit, Studio Brussels Jan van Biesen, Studio Brussels Joost Berends, Mortierbrigade Philippe Deceuster, Mortierbrigade MORTIERBRIGADE Brussels

C11/032 GERMANY CHARITIES, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS MESSAGES Title CHILD SOLDIERS Advertiser OHNE RÜSTUNG LEBEN Product/Service CHILD SOLDIER DONATION APPEAL Direct/Advertising Agency, City JUNG von MATT Hamburg Creative Director Philipp Barth, Jung von MattHolger Oehrlich, Jung von Matt Art Director Stephanie Wiehle, Jung von Matt Designer Nana Poehner, Jung von Matt Copywriter Lars Wagner, Jung von Matt Matthias Hess, Jung von Matt Carola Beck, Jung von Matt Jens Frank, Jung von Matt Account Supervisor Susanne Vanselow, Jung von Matt Lisa Daugs, Jung von Matt Denise Winter, Jung von Matt Agency Producer Anja Geib, Jung von Matt Editor Robert Jedam, Jung von Matt Entered By JUNG von MATT Hamburg

11/084 UNITED KINGDOM CHARITIES, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS MESSAGES Title CHOOSE A DIFFERENT ENDING Advertiser THE METROPOLITAN POLICE Product/Service ANTI-KNIFE CRIME CAMPAIGN Direct/Advertising Agency, City ABBOTT MEAD VICKERS BBDO London Entered By ABBOTT MEAD VICKERS BBDO London D01/097 AUSTRALIA BEST INTEGRATED CAMPAIGN LED BY DIRECT MARKETING Title NOTHING SOFT GETS IN Advertiser TOYOTA MOTOR CORPORATION Product/Service 4WD RANGE Direct/Advertising Agency, City SAATCHI & SAATCHI AUSTRALIA Sydney Executive Creative Director Steve Back, Saatchi & Saatchi Creative Director Dave Bowman, Saatchi & Saatchi Copywriter Steve Jackson, Saatchi & Saatchi Art Director Vince Lagana, Saatchi & Saatchi Agency Producer Kate Whitfield, Saatchi & Saatchi Director Tim Bullock, Prodigy Films Producer Julianne Shelton, Prodigy Films Group Business Director Ben Court, Saatchi & Saatchi Business Director Amy Turnbull, Saatchi & Saatchi Planner Simon Bird, Saatchi & Saatchi Producer - print Jeremy de Villiers, Saatchi & Saatchi Entered By SAATCHI & SAATCHI AUSTRALIA Sydney

Silver Awards A01/011 FLAT MAILING Title Advertiser Product/Service Direct/Advertising Agency, City Executive Creative Director Creative Director Art Director Copywriter Production Account Supervisor Entered By

GERMANY FALLING LETTERS BISCHOEFLICHES HILFSWERK MISEREOR HAITI DONATIONS INITIATIVE KOLLE REBBE Hamburg Stefan Kolle, Kolle Rebbe Ales Polcar, Kolle RebbeHeiko Schmidt, Kolle Rebbe Susanne Moebius, Kolle Rebbe Reinhard Krug, Kolle Rebbe Henning Flohr, Kolle Rebbe Franziska Ziegler, Kolle Rebbe Jessica Gustafsson, Kolle Rebbe KOLLE REBBE Hamburg

A04/022 GERMANY DIRECT RESPONSE DIGITAL: MOBILE MARKETING Title LAST CALL Advertiser NBC UNIVERSAL GLOBAL NETWORKS Product/Service 13TH STREET - TV CHANNEL Direct/Advertising Agency, City JUNG von MATT Hamburg Executive Creative Director Mathias Stiller/Wolfgang Schneider, Jung von Matt Creative Director Andreas Henke/Peter Gocht/ Christian Kroll, Jung von Matt Art Director Daniel Leverenz/Marius Bell, Jung von Matt Copywriter Andreas Henke/Peter Gocht, Jung von Matt Idea/Conception Andreas Henke, Jung von Matt Account Supervisors Franzis Heusel/Helen Seiffe/ Ruben Donath, Jung von Matt Agency Producer Julia Cramer, Jung von Matt Producer Glenn Bernstein/Katharina Strauß/ Stephan Pauly, Film Deluxe Berlin Composition Dennis Beckmann/Elvis Ellington, Nhb Studios Berlin Sound Engineer/Sound Designer Julia Holzapfel, Nhb Studios Berlin Producing Simone Legner/Tim Tibor, Nhb Studios Berlin Grading Mike Friedmann, Nhb Studios Berlin Foley Artist Takis Christos Sariannidis, Nhb Studios Berlin Foley Recordist Michael Tibes, Nhb Studios Berlin

Zebra Deluxe

33_AD:Lions 22/06/10 23:22 Page33

visit our beach lounge Restaurant Plage GoĂŠland Sunday to Saturday 10am â&#x20AC;&#x201C; 8pm A new cr ccrowdsourcing owdsourcing docume entary about the future future documentary of adv ertising. advertising. Shar e your your o testimony testimony Share and be par story. partt of this story.

D3-Direct Winners-ok:Lions 22/06/10 00:28 Page34

DIRECT WINNERS

Voice Actor Software Development Account Manager Distribution/Account Manager Development Entered By

Sarah Riedel/Udo Knierim, Nhb Studios Berlin Alexandra Ion, Powerflasher Constanze Leinweber, Powerflasher Juergen Day/Florian Hilga, Telenet Andreas Fritz/Martin Prangenberg, Telenet Detlev Artel, Aixvox JUNG von MATT Hamburg

A04/026 SWEDEN DIRECT RESPONSE DIGITAL: MOBILE MARKETING Title SHAKEDOWN Advertiser SAMSUNG Product/Service B2100 MOBILE PHONE Direct/Advertising Agency, City FROM STOCKHOLM WITH LOVE Stockholm Art Director Daniel Wahlgren, Copywriter Kristin Bergem, Web production From Stockholm With Love, Film production It’s Showtime, Set designer Fritjof Granström, Entered By FROM STOCKHOLM WITH LOVE Stockholm A05/007 BELGIUM DIRECT RESPONSE DIGITAL: E-COMMERCE, ONLINE ADVERTISING, BRAND AWARENESS & SOCIAL MEDIA Title VIRTUAL STRIKE Advertiser ASSOCIATION OF COMMUNICATION COMPANIES BELGIUM Product/Service COMPETITION CHARTER Direct/Advertising Agency, City FAMOUS Brussels Creative Director Tim Driesen, Famous Brussels Joeri van Den Broeck, Famous Brussels Christophe Ghewy, Famous Brussels Creative Team Stijn Jansen/Bram Ceuppens, Famous Brussels Web Developer Pieter Nijs/Valentijn Steenhoudt, Famous Brussels Internet Strategy Jonathan Detavernier, Famous Brussels Project Manager Bart Segers, Famous Brussels Designer Stijn Pauwels, Famous Brussels Entered By FAMOUS Brussels A05/056 FRANCE DIRECT RESPONSE DIGITAL: E-COMMERCE, ONLINE ADVERTISING, BRAND AWARENESS & SOCIAL MEDIA Title I KILL A FRIEND.COM Advertiser NBC UNIVERSAL Product/Service TV NETWORK Direct/Advertising Agency, City BETC EURO RSCG Paris Executive Creative Director Stéphane Xiberras, BETC Euro RSCG Account Supervisor Raphael De Andreis, BETC Euro RSCG Client Supervisor Leonor Grandsire, NBC UNIVERSAL Director Nicolas Benamou, Creative Director Olivier Apers, BETC Euro RSCG Christophe Clapier, Ivan Beczkowski, BETC Euro RSCG Account Manager Christophe Neyret, Sofiane Ben Chaabane, BETC Euro RSCG Motion design and Flash developement Silvère Maréchal, BETC Euro RSCG Flash development Jérémy Boutier, BETC Euro RSCG Development Abder Zeghoud, BETC Euro RSCG TV Producer Michel Teicher, BETC Euro RSCG Sound Production LGM Production Company Dak Tirak Web supervisor Eugénie Valletoux, BETC Euro RSCG Planner Julien Delatte, BETC Euro RSCG Entered By BETC EURO RSCG Paris A07/028 AMBIENT MEDIA (LARGE SCALE) Title Advertiser Product/Service

TUESDAY, 22 JUNE, 2010

ARGENTINA ANDES TELETRANSPORTER INBEV BEER

Direct/Advertising Agency, City DEL CAMPO/NAZCA SAATCHI & SAATCHI Buenos Aires Executive Creative Director Maxi Itzkoff, Del Campo Nazca Saatchi & Saatchi Mariano Serkin, Del Campo Nazca Saatchi & Saatchi Creative Director Javier Campopiano, Del Campo Nazca Saatchi & Saatchi Copywriter Patricio Del Sante, Del Campo Nazca Saatchi & Saatchi Art Director Carlos Muller/Bruno Tortolano/ Juan Pedro Porcaro, Del Campo Nazca Saatchi & Saatchi Agency Producer Adrian Aspani/Camilo Rojas/ Patricio Martinez, Del Campo Nazca Saatchi & Saatchi Production Company Primo Editing Company Cinecolor Music Company Supercharango Director Primo, Primo Executive Account Director Lorena Pascual, Del Campo Nazca Saatchi & Saatchi Photographer Leandro Fillol Booth Designers AD Production Entered By DEL CAMPO/NAZCA SAATCHI & SAATCHI Buenos Aires A07/029 AMBIENT MEDIA (LARGE SCALE) Title Advertiser Product/Service Direct/Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Account Manager Junior Brand Manager Strategic Planner Entered By

Jadon Baker Mike Napolitano Alice Mason Kate Smither Luc Wiesman Entered By

Flash Developer, George Patterson Y&R Group Account Director, George Patterson Y&R Account Manager, George Patterson Y&R Head of Planning, George Patterson Y&R Head of Digital Strategy, George Patterson Y&R GEORGE PATTERSON Y&R Melbourne

A10/009 AUSTRIA DIRECT RESPONSE PRINT OR STANDARD OUTDOOR, INCLUDING INSERTS Title TAKE AWAY DERELICT Advertiser NEUNERHAUS Product/Service HOMELESS FUNDRAISING Direct/Advertising Agency, City EURO RSCG VIENNA Executive Creative Director Robert, WohlgemuthFlorian, Nussbaumer Copy Writer Bernhard, Gigler Art Director Phil, Hewson Designer Christian, HomannMarco, Peis Copywriter Caroline, Kriechbaum Photographer Gerhard, Merzeder Retoucher Blaupapier, Entered By EURO RSCG VIENNA

ITALY AUDITORIUM HEINEKEN ITALIA BEER JWT ITALIA Milan Pietro Maestri, JWT Italia Bruno Bertelli, JWT Italia Cristiana Boccassini, JWT Italia Cristiano Tonnarelli, JWT Italia Marco Viganò, JWT Italia Paola Natellis, JWT Italia Dario Gargiulo, Heineken Italia Andrea Betti, JWT Italia JWT ITALIA Milan

A08/060 BRAZIL AMBIENT MEDIA & PRINT COLLATERAL, NON-MAIL (SMALL SCALE) Title WHOPPER FACE Advertiser BURGER KING Product/Service WHOPPER Direct/Advertising Agency, City OGILVY BRASIL São Paulo Chief Creative Director Anselmo Ramos, Ogilvy Brasil Executive Creative Director Michel Lent, Ogilvy Brasil Creative Director Angela Bassichetti, Ogilvy Brasil Copywriter Eduardo Marques, Ogilvy Brasil Art Director Douglas Kozonoe, Ogilvy Brasil Head of Art Denis Kakazu, Ogilvy Brasil Motion Design Rubens Angelo, Ogilvy Brasil Film Director Giuliano Saade, Ogilvy Brasil Film Production Bossa Nova Films, Bossa Nova Films Sound Production Bamba Music, Bamba Music Voice Over Zachary Lee, Zachary Lee Art Director Lucas Zaiden, Ogilvy Brasil Entered By OGILVY BRASIL São Paulo A09/014 AUSTRALIA DIRECT RESPONSE BROADCAST: TV, RADIO & INFOMERCIALS Title IT’S NO PICNIC Advertiser CADBURY Product/Service PICNIC CHOCOLATE BAR Direct/Advertising Agency, City GEORGE PATTERSON Y&R Melbourne Executive Creative Director Ben Coulson, George Patterson Y&R Creative Director/Writer Jim Ingram, George Patterson Y&R Creative Director/Art Director Ben Couzens, George Patterson Y&R Agency Producer Romanca Jasinski, George Patterson Y&R Stephen Joss Digital Art Director, George Patterson Y&R Carrie Burman Digital Producer, George Patterson Y&R Beau Rushton Digital Developer, George Patterson Y&R

B02/043 BEST LOW BUDGET CAMPAIGN Title Advertiser Product/Service Direct/Advertising Agency, City Chief Creative Director Executive Creative Director Creative Director Copywriter Art Director

Illustrator Planning Director Account Motion Designer Supervisor Motion Designer Project Manager IT Development Supervisor Front-End Developer Back-End Developer Voice Over Audio Media Agency Entered By B04/057 TRAFFIC & BRAND BUILDING Title Advertiser Product/Service Direct/Advertising Agency, City Executive Creative Director

BRAZIL DONATE YOUR WEBSITE GRAACC CHILDREN’S CANCER NGO OGILVY BRASIL São Paulo Anselmo Ramos, Ogilvy Brasil Michel Lent, Ogilvy Brasil Angela Bassichetti, Ogilvy Brasil Flavio Tamashiro, Ogilvy Brasil Heloisa Dassie, Ogilvy BrasilLuiz Gimenes, Ogilvy BrasilLucas Osis, Ogilvy Brasil Angela Bassichetti, Ogilvy Brasil Stanlei Bellan, Ogilvy Brasil Ana Mahfuz, Ogilvy Brasil Rubens Angelo, Ogilvy Brasil Eliana Dib, Ogilvy BrasilThiago Bancaro, Ogilvy Brasil Carolina Coelho, Ogilvy Brasil Juscelino Vieira, Ogilvy Brasil Felipe Rodrigues, Ogilvy Brasil Tulio Carvalho, Ogilvy Brasil Zachary Lee, Zachary Lee Bamba Music, Bamba Music Boo-Box, Boo-Box OGILVY BRASIL São Paulo AUSTRALIA

PHOTOCHAINS CANON AUSTRALIA EOS DSLR CAMERA LEO BURNETT SYDNEY Andy DiLallo, Leo Burnett Sydney Jay Benjamin, Leo Burnett Sydney Creative Group Head Michael Canning, Leo Burnett Sydney Art Director Kieran Antill, Leo Burnett Sydney Digital Creative Director/Design Kieran Ots, Leo Burnett Sydney Group Account Director Amanda Quested, Leo Burnett Sydney Account Director Jodi McLeod, Leo Burnett Sydney Director Daryl Ward, Curious Photographer Sean Izzard, The Pool TV Producer Rita Galiardi, Leo Burnett Sydney Head of Digital Dominique Hind, Leo Burnett Sydney Digital Producer Tristan Parker, Leo Burnett Sydney Developer Nick McGrath, Leo Burnett Sydney Interface Developer Keong Seet, Leo Burnett Sydney Entered By LEO BURNETT SYDNEY

D3-Direct Winners-ok:Lions 22/06/10 00:28 Page35

DIRECT WINNERS C01/010 FAST MOVING CONSUMER GOODS Title Advertiser Product/Service Direct/Advertising Agency, City Executive Creative Director

Creative Director Copywriter Art Director

Agency Producer

Production Company Editing Company Music Company Director Photographer Executive Account Director Booth Designer Entered By

C02/015 CARS & AUTOMOTIVE SERVICES Title Advertiser Product/Service Direct/Advertising Agency, City Client Service Manager Accounts Executive Executive Creative Director Creative Supervisor Art Director IT Director Front Programmer Consultancy Director Consultant Analyst Programmer Entered By

ARGENTINA ANDES TELETRANSPORTER INBEV BEER DEL CAMPO/NAZCA SAATCHI & SAATCHI Buenos Aires Maxi Itzkoff, Del Campo Nazca Saatchi & SaatchiMariano Serkin, Del Campo Nazca Saatchi & Saatchi Javier Campopiano, Del Campo Nazca Saatchi & Saatchi Patricio Del Sante, Del Campo Nazca Saatchi & Saatchi Carlos Muller/Bruno Tortolano/ Juan Pedro Porcaro, Del Campo Nazca Saatchi & Saatchi Adrian Aspani/Camilo Rojas/ Patricio Martinez, Del Campo Nazca Saatchi & Saatchi Primo Cinecolor Supercharango Primo, Primo Leandro Fillol Lorena Pascual, Del Campo Nazca Saatchi & Saatchi Ad Production DEL CAMPO/NAZCA SAATCHI & SAATCHI Buenos Aires SPAIN COMPOSING YOUR LIFE AUDI AUDI BIRTHDAY CP PROXIMITY Barcelona Amanda Muñiz, CP Proximity Blanca Led, CP ProximityLaura García, CP Proximity Eva Santos, CP Proximity Alba Vence, CP Proximity Rodrigo Chaparreiro, CP Proximity Vicens Fayos, CP Proximity Bruno Mateos, CP Proximity Joan Pizarro, CP Proximity Anna Malet, CP Proximity Fran Pérez, CP Proximity CP PROXIMITY Barcelona

C06/017 BELGIUM TRAVEL, ENTERTAINMENT & LEISURE Title BABY ELEPHANT Advertiser ANTWERP ZOO Product/Service ZOO Direct/Advertising Agency, City BOONDOGGLE Leuven Creative Directors Stef Selfslagh/Vincent Jansen, Boondoggle Creative Team Tom Loockx/Jorrit Hermans/ Peter Vijgen/Bart Gielen, Boondoggle Copywriter Hans Verhaegen, Boondoggle Strategic Director Peter Verbiest, Boondoggle Strategic Planner Jesse Wynants, Boondoggle Client Service Director Inge Vander Velpen, Boondoggle Account/Project Manager Kelly Wouters, Boondoggle Designers Geert Van Grunderbeek/ Pieter Vandenbulcke, Boondoggle Multimedia Director Bart Plessers, Boondoggle Multimedia Developers Bart Geukens/Sibran Lens, Boondoggle IT Director Vincent Depoortere, Boondoggle System Administrator Jo Aerts, Boondoggle Technical Developer Steven Oeyen/Dirk Weckx, Boondoggle Projection Manager Jan Vanbriel, Beam-Inc Streaming Managers Jo Martens/Hans Ketelbueters/ Mikis Putseys, Rambla Live Footage Noel Vroninks, Securipoint Infrastructure Account Johan, Adc Computing Entered By BOONDOGGLE Leuven

C07/011 HONG KONG RETAIL & E-COMMERCE, INCLUDING RESTAURANTS Title HIDDEN SOUND CAMPAIGN Advertiser ZOO RECORDS Product/Service ALTERNATIVE MUSIC SHOP Direct/Advertising Agency, City LEO BURNETT Hong Kong Executive Creative Director Connie Lo, Leo Burnett Hong Kong Group Creative Director/Art Director Brian Ma, Leo Burnett Hong Kong Creative Director/Copywriter Alfred Wong, Leo Burnett Hong Kong Copywriter Wen Louie, Leo Burnett Hong Kong Joey Chung, Leo Burnett Hong Kong Cyrus Ho, Leo Burnett Hong Kong Art Director Kenny Ip, Leo Burnett Hong Kong Leo Yeung, Leo Burnett Hong Kong Account Manager Matthew Kwan, Leo Burnett Hong Kong Retoucher Tommy Cheung, Entered By LEO BURNETT Hong Kong C08/010 PUBLICATIONS & MEDIA Title Advertiser Product/Service Direct/Advertising Agency, City Executive Creative Director Account Supervisor Advertiser’s Supervisor Director Creative Director

Account Manager Motion design and Flash developement Flash development Development TV Producer Sound Production Production Company Web supervisor Planner Entered By C08/025 PUBLICATIONS & MEDIA Title Advertiser Product/Service Direct/Advertising Agency, City Executive Creative Director Creative Director

FRANCE I KILL A FRIEND.COM NBC UNIVERSAL TV NETWORK BETC EURO RSCG Paris Stéphane Xiberras, BETC Euro RSCG Raphael De Andreis, BETC Euro RSCG Leonor Grandsire, NBC UNIVERSAL Nicolas Benamou, BETC Euro RSCG Olivier Apers, BETC Euro RSCG Christophe Clapier, Ivan Beczkowski, BETC Euro RSCG Christophe Neyret, Sofiane Ben Chaabane, BETC Euro RSCG Silvère Maréchal, BETC Euro RSCG Jérémy Boutier, BETC Euro RSCG Abder Zeghoud, BETC Euro RSCG Michel Teicher, BETC Euro RSCG LGM Dak Tirak Eugénie Valletoux, BETC Euro RSCG Julien Delatte, BETC Euro RSCG BETC EURO RSCG Paris ARGENTINA

CASTING GRUPO Q PLAYBOY MAGAZINE GREY ARGENTINA Buenos Aires Sebastián Garín, Grey Argentina Diego Rubio, Coco Olivera, Grey Argentina Copywriter Coco Olivera, Grey Argentina Art Director Diego Rubio, Grey Argentina Account Director Jorge Villar, Grey Argentina Account Executive Simón Dukart, Grey Argentina Project Manager Nathalia Heim, Grey Argentina Interactive Manager Christian Krikorian, Grey Argentina Director Ale Burset, Red Creek Producer Ivan Entel , Red Creek Agency Producer Juan Carlos Barrios, Red Creek Senior Web Designer Juan Duchen, Red Creek Augmented Reality Programmer Odica, Red Creek Executive Creative Director Pablo Gil, Grey Argentina Art Director Gonzalo Rango, Grey Argentina Director Martin Kopen, Red Creek Producer Martin Fiegelman, Red Creek Agency Producer Jorge El Negro Ibañez, Red Creek Entered By GREY ARGENTINA Buenos Aires

C10/029 JAPAN CORPORATE IMAGE & INFORMATION Title SMASH Advertiser K’S JAPAN Product/Service GUITAR COMPANY Direct/Advertising Agency, City HAKUHODO Tokyo Creative Director/Film Planner Jin Saito, Hakuhodo Planner Kenta Ikoma, Hakuhodo Copywriter Hidenori Sakai, Hakuhodo Art Director Kentara Harano, Hakuhodo Creative Producer/ Copywriter Shoko Akutagawa, Hakuhodo Producer Hirofumi Nobuta, Hakuhodo Products Michikazu Sakata, TYO Productions Web Designer Hiroshi Ichinose, ANSWR Web Producer Reiko Owada, ANSWR Sound Visual R&D Content Director Takashi Matsuyama, GH9 iphone Application Producer Hiroaki Kawakami, Monstar Lab Account Manager Haruhiko Tanabe, Future Eyes Account Executive Natsuki Takahashi, Future Eyes Director Tomoyuki Hakamata, Hakuhodo Products, Manabu Terao, Manabu TeraoTakuya Sasaya, Hakuhodo Products Photographer Yusuke Oka, Hakuhodo Products Director of Photography Takahiro Kojima, Hakuhodo Products Interactive Planner Keiichi Motoyama, Hakuhodo Producer Naoya Morisako, Hakuhodo Inter Solution Entered By HAKUHODO Tokyo C10/051 BRAZIL CORPORATE IMAGE & INFORMATION Title IMAGINARY MUSICAL INSTRUMENTS Advertiser SAXSOFUNNY Product/Service SOUND PRODUCTION COMPANY Direct/Advertising Agency, City DDB BRASIL São Paulo Creative Director Sergio Valente, DDB Brasil Marcelo Reis, DDB Brasil Guilherme Jahara, DDB Brasil Cassiano Saldanha, DDB Brasil Art Director Max Geraldo, DDB Brasil Copywriter Aricio Fortes, DDB Brasil Photographer Marcel Valvassori, Entered By DDB BRASIL São Paulo C11/067 SOUTH AFRICA CHARITIES, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS MESSAGES Title MY FIRST BOOK PROJECT Advertiser GLOBAL LITERACY PROJECT Product/Service LITERACY PROJECT Direct/Advertising Agency, City JWT CAPE TOWN Creative Director Conn Bertish, JWT Cape Town Art Director Alison Sutcliffe, JWT Cape Town Ross Nieuwenhuizen, JWT Cape Town Copywriter Conn Bertish, JWT Cape Town Entered By JWT CAPE TOWN C11/092 AUSTRALIA CHARITIES, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS MESSAGES Title SUN SOUND Advertiser THE CANCER COUNCIL Product/Service SKIN CANCER PREVENTION Direct/Advertising Agency, City THREE DRUNK MONKEYS Sydney Executive Creative Director Scott Nowell, Three Drunk Monkeys Justin Drape, Three Drunk Monkeys Creative Director Justin Drape, Three Drunk Monkeys Noah Regan, Three Drunk Monkeys Art Director Scott Dettrick, Three Drunk Monkeys Copywriter Nick Morrissey, Three Drunk Monkeys Agency Producer Thea Carone, Three Drunk Monkeys Production Assistant Ana Nielson, Three Drunk Monkeys Account Director Eve Woolfson, Three Drunk Monkeys Studio Terry Chisholm, Three Drunk Monkeys Editor Graeme Robertson, Three Drunk Monkeys Composer Ben Lee Entered By THREE DRUNK MONKEYS Sydney

TUESDAY, 22 JUNE, 2010

D3-Direct Winners-ok:Lions 22/06/10 00:28 Page36

DIRECT WINNERS

C11/097 NEW ZEALAND CHARITIES, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS MESSAGES Title LIVE RESCUE Advertiser COASTGUARD NZ Product/Service SEARCH & RESCUE SERVICES Direct/Advertising Agency, City DDB NEW ZEALAND Auckland Group Executive Creative DirectorToby Talbot, DDB Creative Director Daniel Wright, Tribal/DDB Deputy Creative Director Regan Grafton, DDB Art Director Matt Swinburne, DDB Copywriter Brett Colliver, DDB Account Executive Sarah Burilin, DDB Account Director Libby Weston-Webb, DDB Agency Producer Tania Jeram, DDB Interactive Designer Steven Leong, Tribal/DDB Senior Developer David Vaughan, Tribal/DDB Developer Rowan Oulton, Tribal/DDB Senior Account Manager Tim Cullinane, Tribal/DDB Editor Steve Gulik, DDB Entered By DDB NEW ZEALAND Auckland D01/081 AUSTRALIA BEST INTEGRATED CAMPAIGN LED BY DIRECT MARKETING Title 4320 LA/SYD Advertiser V AUSTRALIA Product/Service AIRLINE Direct/Advertising Agency, City DROGA5 AUSTRALIA Sydney Executive Creative Director David Nobay, Droga5 Sydney Executive Planning Director Sudeep Gohil, Droga5 Sydney Copywriter Ben Akers, Droga5 Sydney Art Director Ben Smith, Droga5 Sydney Agency Producer Paul Johnston, Droga5 Sydney Director Digital Brett Mitchell, Droga5 Sydney Digital Producer John Mclean, Droga5 Sydney Account Director Nicolas Kettelhake, Droga5 Sydney Liz Ainslie, Droga5 Sydney Executive Producer Tom Korsan, Great Guns Usa Head of Production Ellen Devine, Great Guns Usa Editor Craig Wilson, Image Post/Sydney Sound Design Tone Aston, Nylon Studios/Sydney Executive Producer Matt Long, Goodoil Films Production Producer Chana Mclallen, Goodoil Films Editing Macca Mclean, Goodoil Films Agency Producer Roy Di Giorgio, Droga5 Sydney Entered By DROGA5 AUSTRALIA Sydney

Bronze Awards A01/031 FLAT MAILING Title Advertiser Product/Service Direct/Advertising Agency, City Creative Director Copywriter Art Director Entered By

BRAZIL

A01/043 FLAT MAILING Title Advertiser Product/Service Direct/Advertising Agency, City

SWEDEN

Creative Director

Art Director

Copywriter

TUESDAY, 22 JUNE, 2010

INVASION IHDI ESTAÇÃO BEM-ESTAR CHARITY LODGE FOR THE HOMELESS Sun/MRM WORLDWIDE São Paulo Rodrigo Esteves, Sun/MRM Camila Piagge, Sun/MRM Graziella Oliveira, Sun/MRM Sun/MRM WORLDWIDE São Paulo

MAGICAL CHRISTMAS CARDS SWEDISH POSTAL SERVICE POST CRISPIN PORTER + BOGUSKY EUROPE Gothenburg Gustav Martner, Crispin Porter + Bogusky EuropeBjörn Höglund, Crispin Porter + Bogusky Europe Mattias Berg, Crispin Porter + Bogusky Europe Tobias Grönberg, Crispin Porter + Bogusky Europe

Account Director

Johan Brink, Crispin Porter + Bogusky

Content Manager

EuropeJohan Kruse, Crispin Porter + Bogusky Europe Jenny Folkesson, Crispin Porter + Bogusky Europe Stefan Hållén, Crispin Porter +

Senior System Developer Bogusky Motion Designer Illustrator User Experience Technical Director Bogusky System Developer Entered By

A02/013 DIMENSIONAL MAILING Title Advertiser Product/Service Direct/Advertising Agency, City Executive Creative Director Creative Director Designer

Copywriter Creative Director Entered By A02/056 DIMENSIONAL MAILING Title Advertiser Product/Service Direct/Advertising Agency, City Chief Creative Officer Creative Directors Copywriter Art Director Account Supervisor Production Company Producer Sound Design Entered By A02/108 DIMENSIONAL MAILING Title Advertiser Product/Service Direct/Advertising Agency, City Executive Creative Director

Europe Erik Sterner, Crispin Porter + Bogusky Europe Erik Dolk, Freelancer Pontus Wärnestäl, Crispin Porter + Bogusky Europe Per Rundgren, Crispin Porter + Europe Edvin Besic CRISPIN PORTER + BOGUSKY EUROPE Gothenburg SOUTH AFRICA ARV PLECTRUMS ROCK4AIDS AIDS AWARENESS NGO JOE PUBLIC Johannesburg Pepe Marais, Joe Public Maciek Michalski, Joe Public Simone Rossum, Joe Public Tara Morgan, Joe Public Louise Hutchinson, Joe Public Maciek Michalski, Joe Public Clint Bechus, Joe Public Antoinette Fourie, Joe Public Pepe Marais, Joe Public JOE PUBLIC Johannesburg GERMANY AUDIO ANNUAL REPORT BANG & OLUFSEN ELECTRONIC ANNUAL REPORT SERVICEPLAN Munich Alex Schill Christoph Everke, Tim Strathus, Matthias Mittermüller Juliana Hirsing Monika Steiner Ralf Hussar just gmbh Christian Geisler Michael Armann SERVICEPLAN Munich AUSTRALIA

PHOTO 5 CANON AUSTRALIA CAMERA LEO BURNETT SYDNEY Andy DiLallo, Leo Burnett Sydney Jay Benjamin, Leo Burnett Sydney Creative Group Head Michael Canning, Leo Burnett Sydney Art Director Kieran Antill, Leo Burnett Sydney Digital Creative Director/Design Kieran Ots, Leo Burnett Sydney Group Account Director Amanda Quested, Leo Burnett Sydney Account Director Jodi McLeod, Leo Burnett Sydney Digital Producer Tristan Parker, Leo Burnett Sydney Account Manager Alissa Breit, Leo Burnett Sydney Exhibitionists Derek Anderson/Wawa Wang, Leo Burnett Sydney Digital Designer Dave Mugford, Leo Burnett Sydney Head of Digital Dominique Hind, Leo Burnett Sydney Developer Nick McGrath, Leo Burnett Sydney Interface Developer Keong Seet, Leo Burnett Sydney Entered By LEO BURNETT SYDNEY

A02/110 DIMENSIONAL MAILING Title Advertiser Product/Service Direct/Advertising Agency, City Creative Director

Art Director Copywriter Photographer Entered By

BRAZIL IMAGINARY MUSICAL INSTRUMENTS SAXSOFUNNY SOUND PRODUCTION COMPANY DDB BRASIL São Paulo Sergio Valente, DDB Brasil Marcelo Reis, DDB Brasil Guilherme Jahara, DDB Brasil Cassiano Saldanha, DDB Brasil Max Geraldo, DDB Brasil Aricio Fortes, DDB Brasil Marcel Valvassori DDB BRASIL São Paulo

A03/023 NEW ZEALAND DIRECT RESPONSE DIGITAL: EMAIL MARKETING Title MISSING PICTURES Advertiser TOWER INSURANCE Product/Service INSURANCE Direct/Advertising Agency, City AIM PROXIMITY Auckland Creative Director Dave King, Aim Proximity Head of Interactive Art Aaron Goldring, Aim Proximity Senior Designer Jason Vertongen, Aim Proximity Copywriter Mike Kelly, Aim Proximity Developer Robbie Boyd, Aim Proximity Account Executive Patrick Rowely, Aim Proximity Group Account Director Matt Pickering, Aim Proximity Art Director Matt Hampton, Aim Proximity Entered By AIM PROXIMITY Auckland A05/077 BELGIUM DIRECT RESPONSE DIGITAL: E-COMMERCE, ONLINE ADVERTISING, BRAND AWARENESS & SOCIAL MEDIA Title IQ FONT Advertiser TOYOTA Product/Service IQ Direct/Advertising Agency, City HAPPINESS BRUSSELS Creative Management Karen Corrigan/Gregory Titeca, Happiness Brussels Creative Director Gregory Titeca, Happiness Brussels Account Director Pascal Kemajou, Happiness Brussels Creative Tom Galle, Happiness Brussels Ramin Afshar, Happiness Brussels Head of Art Cecilia Azcarate Isturiz, Happiness Brussels Software Developer Zachary Lieberman Entered By HAPPINESS BRUSSELS A05/101 SPAIN DIRECT RESPONSE DIGITAL: E-COMMERCE, ONLINE ADVERTISING, BRAND AWARENESS & SOCIAL MEDIA Title QUIQUE THE HEAD Advertiser DIESEL Product/Service MOWIE MOTORCYCLE HELMETS Direct/Advertising Agency, City SHACKLETON Madrid Copywriter & Creative Director Pipo Virgós, Shackleton Art Director/Creative Director Francesc Badia, Shackleton Art Director Jaume Leis, Shackleton Executive Creative Director Enric Nel-lo, Shackleton Account Manager Oriol Boira, Shackleton Interactive Director Marc Sallent, Shackleton Digital Production Manager Joaquin Garcia Morato, Shackleton Audiovisual Production Manager Manuela Zamora, Shackleton Producer Cristina Cortizas, Shackleton Entered By SHACKLETON Madrid A05/112 ARGENTINA DIRECT RESPONSE DIGITAL: E-COMMERCE, ONLINE ADVERTISING, BRAND AWARENESS & SOCIAL MEDIA Title CASTING Advertiser GRUPO Q Product/Service PLAYBOY MAGAZINE Direct/Advertising Agency, City GREY ARGENTINA Buenos Aires Executive Creative Director Sebastián Garín, Grey Argentina Creative Directors Diego Rubio/Coco Olivera, Grey Argentina

D3-Direct Winners-ok:Lions 22/06/10 00:28 Page37

DIRECT WINNERS Copywriters Art Director Account Director Account Executive Project Manager Interactive Manager Director Producer Agency Producer Senior Web Designer Augmented Reality Programmer Executive Creative Director Art Director Director Producer Agency Producer Entered By

Coco Olivera, Grey Argentina Diego Rubio, Grey Argentina Jorge Villar, Grey Argentina Simón Dukart, Grey Argentina Nathalia Heim, Grey Argentina Christian Krikorian, Grey Argentina Ale Burset, Red Creek Ivan Entel , Red Creek Juan Carlos Barrios, Red Creek Juan Duchen, Red Creek Odica, Red Creek Pablo Gil, Grey Argentina Gonzalo Rango, Grey Argentina Martin Kopen, Red Creek Martin Fiegelman, Red Creek Jorge El Negro Ibañez, Red Creek GREY ARGENTINA Buenos Aires

A06/003 SWEDEN DIRECT RESPONSE DIGITAL: OTHER DIGITAL PLATFORMS TO HARNESS DIRECT MARKETING Title THE HERO Advertiser RADIOTJÄNST Product/Service BROADCASTING TAX PAYMENT AWARENESS Direct/Advertising Agency, City DRAFTFCB Stockholm Art Director Andreas Englund, Draftfcb Copywriter Jesper Eronn, Draftfcb Creative Director Anders Dalenius, Draftfcb Director Max Vitali, Callboy Agency Producer Markus Ahlm, Colony Account Executive Per Hellberg, Draftfcb Film Producer Mattias Coldén, Callboy Web Production Manager Johan Brandström, Sto.pp Interactive Art Director Martin Lydén, Sto.pp Web Developer Norbert Tabul, Sto.pp Post Producer Katrin Hjelm, Sto.pp Executive VFX Artist Crawford Reiley, Sto.pp Music David Engellau, Editing Johan Wiik, Callboy Flash Developer Johan Åhman, Sto.ppRobert Badas, Sto.pp 3D Arvid Björn, Sto.ppJohannes Carlsten, Sto.pp Matte Painting Marko Ljubez, Sto.pp Account Manager Marina Floresjö, Draftfcb Entered By DRAFTFCB Stockholm A07/022 AMBIENT MEDIA (LARGE SCALE) Title Advertiser Product/Service Direct/Advertising Agency, City Vice President/ General Creative Director Head of Art Senior Copy Chief Editor Account Executive Account Director Media Supervisor Entered By

DOMINICAN REPUBLIC RELOAD TRICOM BROADBAND INTERNET PAGÉS BBDO Santo Domingo/ OMD DOMINICANA Santo Domingo Rodolfo Borrell, Pages BBDO Miguel Peña, Pages BBDO Igor Ruiz, Pages BBDO Abby Comas, Pages BBDO Jenny Ovalles, Pages BBDO Carmen de los Santos, Pages BBDO Yady Mejía, OMD Dominicana PAGÉS BBDO Santo Domingo

A09/016 GERMANY DIRECT RESPONSE BROADCAST: TV, RADIO & INFOMERCIALS Title REAR VIEW MIRROR CINEMA Advertiser EUROPCAR GERMANY Product/Service EUROPCAR MINIBUS SPECIAL Direct/Advertising Agency, City OGILVY FRANKFURT Chief Creative Officer/ Creative Director Dr. Stephan Vogel, Ogilvy Frankfurt Creative Director Pit Kho, Ogilvy Frankfurt Art Director Daniel Schweinzer, Ogilvy Frankfurt Copywriter Lukas Liske, Ogilvy Frankfurt Agency Producer Norman Strohmaier, Ogilvy Frankfurt

Account Management Advertisor’s Supervisor Camera Editor Production Company Post Production Special FX Sounddesign Entered By

Leonie Pötter, Ogilvy Frankfurt Dr. Bernd Schmaul, Europcar Francesco Elsing, Satis&Fy Simon Meyer, Satis&Fy Satis&Fy AG Germany, Satis&Fy AG Germany Jessica Wege, Acht Frankfurt Visual Catering Frankfurt, Visual Catering Frankfurt Christian Schneider Satyr, Pearls Music OGILVY FRANKFURT

A09/017 POLAND DIRECT RESPONSE BROADCAST: TV, RADIO & INFOMERCIALS Title ELECTRICALLY OPERATED BOOT Advertiser SKODA AUTO POLSKA Product/Service SUPERB ESTATE Direct/Advertising Agency, City CHANGE INTEGRATED Warsaw Art Director Andrzej Ratajczyk, Change Integrated Copywriter Jan Majle, Change Integrated Creative Director Jakub Korolczuk, Change Integrated Ryszard Sroka, Change Integrated Account Director Piotr Niemczynski, Change Integrated TV Producer Agnieszka Wiewiorska, Change Integrated Anna Emany, Film Produkcja Director of Photography Piotr Sliskowski, Film Produkcja Editor Pawel Krzeminski, Televisor Sound Editor Sebastian Has, Ztudio Entered By CHANGE INTEGRATED Warsaw A09/025 GUATEMALA DIRECT RESPONSE BROADCAST: TV, RADIO & INFOMERCIALS Title RINGTOWNS Advertiser CLARO Product/Service MOBILE NETWORK COVERAGE CAMPAIGN Direct/Advertising Agency, City OGILVY GUATEMALA Chief Creative Officer Ramiro Eduardo, Ogilvy Guatemala Executive Creative Director Miguel Mayen, Ogilvy Guatemala Creative Director Herberth Monterroso, Ogilvy Guatemala Jose Contreras, Ogilvy GuatemalaJorge Prez, Ogilvy Guatemala Planner Maria Andrea Salvado, Ogilvy Guatemala Art Director Francisco Coutino, Ogilvy Guatemala Entered By OGILVY GUATEMALA A10/023 CANADA DIRECT RESPONSE PRINT OR STANDARD OUTDOOR, INCLUDING INSERTS Title COUPON BILLBOARD Advertiser JAMES READY Product/Service BEER Direct/Advertising Agency, City LEO BURNETT TORONTO Chief Creative Officer Judy John, Leo Burnett, Toronto Creative Director Lisa Greenberg, Leo Burnett, Toronto Art Director Anthony Chelvanathan, Leo Burnett, Toronto, Paul Giannetta, Leo Burnett, Toronto Copywriter Steve Persico, Leo Burnett, Toronto, Sean Barlow, Leo Burnett, Toronto Print Producer Gladys Bachand, Leo Burnett, Toronto Account Director Natasha Dagenais, Arc Worldwide, Toronto. A Leo Burnett Company Group Account Director David Buckspan, Arc Worldwide, Toronto. A Leo Burnett Company Entered By LEO BURNETT TORONTO A10/026 BRAZIL DIRECT RESPONSE PRINT OR STANDARD OUTDOOR, INCLUDING INSERTS Title WAX AD Advertiser PEUGEOT Product/Service 207 QUIKSILVER Direct/Advertising Agency, City LODUCCA MPM São Paulo Creative Director Guga Ketzer, LODUCCA.MPM Head of art Cassio Moron, LODUCCA.MPM Copywriter Thiago Bocatto, LODUCCA.MPM Art Director Wagner Fragata, LODUCCA.MPM Account Supervisor Claudio Leal, LODUCCA.MPM Juliana Tomas, LODUCCA.MPM

Account Director Media Director Group Media Director Media Supervisor Media Coordinator Art Buyer Creative Executive Producer Planner Illustrator Entered By

Clineu Junior, LODUCCA.MPM Daniel Chalfon, LODUCCA.MPM Reinaldo João, LODUCCA.MPM Rodrigo Tamer, LODUCCA.MPM Patricia Vismara, LODUCCA.MPM Erick Kaizawa, LODUCCA.MPM Greta Verga, LODUCCA.MPM Sid Fernandes, LODUCCA.MPM Isabella Mulholland, LODUCCA.MPM Newton Verlangieri, PERFECTA LODUCCA MPM São Paulo

B04/047 TRAFFIC & BRAND BUILDING Title Advertiser Product/Service Direct/Advertising Agency, City Creative Chairman Executive Creative Director Associate Creative Director of Digital Copywriter Art Director Designer Head of Integrated Production Agency Producer Digital Producer Production Company Director Director of Photography Managing Directors Producer Editor Post Production Music Sound Digital Production Company Digital Creative Director Entered By

USA

C01/005 FAST MOVING CONSUMER GOODS Title Advertiser Product/Service Direct/Advertising Agency, City Creative Director Copywriter Planning Director Strategic Planner Chief Planner Planner/Producer Planner

JAPAN

Web Producer Account Director Director Producer Art Director Entered By C01/007 FAST MOVING CONSUMER GOODS Title Advertiser Product/Service Direct/Advertising Agency, City Executive Creative Director Creative Director Interactive Creative Director Copywriter Art Directors Agency Producer Strategic Planning Director Group Account Directors

HARDCHORUS PUMA LOVE = FOOTBALL DROGA5 New York David Droga, Droga5 Ted Royer, Droga5 Neil Heymann, Droga5 Erik Hogfeldt, Droga5 Petter Hernmarck, Droga5 Jon Donaghy, Droga5 Sally-Ann Dale, Droga5 Dana May, Droga5 Andrew Allen, Droga5 Knucklehead Ben Gregor, Knucklehead John Lynch, Knucklehead Tim Katz/Matthew Brown, Knucklehead Ben Mann, Knucklehead Alaster Jordan, The Whitehouse The Mill Red Rhythm Envy Usman Farman, Lolz, LLC Mike Bodge, Lolz, LLC DROGA5 New York

LURE THE OTAKU! KINREI CORPORATION SENGOKU UDON NOODLES DENTSU Tokyo Toshihiko Yabe, Dentsu Hironobu Ohno, Dentsu Shinji Numazawa, Dentsu Hiroshi Yamada, Dentsu George Moro, Dentsu Tec Masayoshi Ishige, Dentsu Tec Saori Akiya, DentsuMariko Kasai, Dentsu Masako Wakigawa, Dentsu Tec Kaoru Shimoda, DentsuHirofumi Kikui, Dentsu Keiichirou Hara, Dentsu Creative X Junichi Yamawaki, Dentsu Creative X Yuuri Mikami, Dentsu Tec DENTSU Tokyo AUSTRALIA 6 BEERS OF SEPARATION LION NATHAN AUSTRALIA TOOHEY’S EXTRA DRY BEER BMF Sydney/HOLLER Sydney Warren Brown, BMF Simon Langley, BMF Chris James, BMF Dustin Lane, BMF Shane Bradnick/Luke Hawkins/ Paul Bruce, BMF Mandy Payne, BMF Simon Mccrudden, BMF Nick Garrett/Emma Markham, BMF/ Holler Sydney

TUESDAY, 22 JUNE, 2010

38_AD:Lions 22/06/10 23:23 Page38

. THREE FINALISTS.

Can You Sell, or Else? www.youtube.com/ogilvy

@sell_or_else

D3-Direct Winners-ok:Lions 22/06/10 00:28 Page39

DIRECT WINNERS Account Director Account Managers Executive Producer Producer Director Creative Director Director Art Directors Interactive Developer Executive Agency Producer Producers Entered By C02/025 CARS & AUTOMOTIVE SERVICES Title Advertiser Product/Service Direct/Advertising Agency, City Creative Management Creative Director Account Director Creative Head of Art Software Developer Entered By

Lenya Kovacevic, BMF Lex Higlett/Elisabeth Spence, BMF Rob Galluzzo, @radical.media Michael Hilliard, @radical.media Roy De Giorgio, @radical.media Zach Merck, @radical.media Tim Buesing, Holler Sydney Mike Hill, Holler Sydney Kerry Edward/Lukasz Karluk, Holler Sydney Ian Fuller, Holler Sydney Claire Van Heyningen, Holler Sydney Matt Kendall/Dom Felton, Holler Sydney BMF Sydney

C10/061 ITALY CORPORATE IMAGE & INFORMATION Title AUDITORIUM Advertiser HEINEKEN ITALIA Product/Service BEER Direct/Advertising Agency, City JWT ITALIA Milan Executive Creative Director Pietro Maestri, Jwt Italia Creative Director Bruno Bertelli, Jwt Italia Cristiana Boccassini, Jwt Italia Copywriter Cristiano Tonnarelli, Jwt Italia Art Director Marco Viganò, Jwt Italia Account Manager Paola Natellis, Jwt Italia Junior Brand Manager Dario Gargiulo, Heineken Italia Strategic Planner Andrea Betti, JWT Italia Entered By JWT ITALIA Milan

BELGIUM

C11/069 GERMANY CHARITIES, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS MESSAGES Title THE SOAP OF YOUR CHOICE Advertiser SPIEGEL ONLINE Product/Service PARTICIPATION IN THE GENERAL ELECTION 2009 Direct/Advertising Agency, City INTERPOL+- Berlin Lars Ruehmann, Interpol+-, Dominik Anweiler, Interpol+-, Ingmar Bartels, Interpol+-, Sebastian Behrendt, Interpol+-, Sean Kirby, Interpol+-, Ingo Fritz, Interpol+-, Mark Hoefler, Interpol+-, Jan Paebke, Interpol+-, David Krumwiede, Interpol+-, Björn Ulrich, Mathias Mueller-Using, Interpol+-, Stefan Duscha, Studio Hamburg, Holger Heinssen, Studio Hamburg, Meibrit Ahrens, André Erkau , Macbook White, Matthes Reischel, Studio Hamburg, Ufa TV & Spielfilm Produktion , Beckoffice , Macbook White , Entered By INTERPOL+- Berlin

IQ FONT TOYOTA IQ HAPPINESS BRUSSELS Karen Corrigan/Gregory Titeca, Happiness Brussels Gregory Titeca, Happiness Brussels Pascal Kemajou, Happiness Brussels Tom Galle, Happiness Brussels Ramin Afshar, Happiness Brussels Cecilia Azcarate Isturiz, Happiness Brussels Zachary Lieberman, HAPPINESS BRUSSELS

C03/008 CHINESE TAIPEI OTHER CONSUMER PRODUCTS (INCLUDING DURABLE GOODS) Title SEE THE LOVE Advertiser FRANZ CHINA COLLECTION Product/Service CHINA COLLECTION Direct/Advertising Agency, City OGILVY & MATHER TAIWAN Taipei Executive Creative Director Jennifer Hu, Ogilvy & Mather Taiwan Copywriter Jennifer Hu, Ogilvy & Mather Taiwan Matt Chen, Ogilvy & Mather Taiwan Art Director Leah Chen, Ogilvy & Mather Taiwan Kenny Chian, Ogilvy & Mather Taiwan Agency Producer Abby Ku, Ogilvy & Mather Taiwan Chuang, Chiu-Chi, Ogilvy & Mather Taiwan Executive Director Chu, Yu-Min, Unison Art Association Illustrator Hong, Yu-Cheng, Unison Art Association Art Director Chu, Chien-Chen, Unison Art Association Director Masami Kamiyama, Entered By OGILVY & MATHER TAIWAN Taipei C05/018 SWEDEN COMMERCIAL PUBLIC SERVICES, INCL. HEALTHCARE & MEDICAL Title WORLD’S BIGGEST SIGNPOST Advertiser NOKIA Product/Service NAVIGATION SERVICES Direct/Advertising Agency, City FARFAR Stockholm Executive Creative Director Jon Dranger, Farfar Creative Director Erik Norin, Farfar Copywriter Carl Fredrik Jannerfeldt, Farfar Art Director Tomas Jonsson, Farfar Head of Strategy Niku Banaie, Isobar Account Directors Marten Forslund/Christian Nord, Farfar Account Managers Marie Persson/Louise Stenborg/ Ulrika Hojgard, Farfar Flash Robert Jarvi/Bjorn Uppeke/ Mikael Ring, Farfar Creative President Matias Palm Jensen, Farfar Mobile Application Production Starcut Event Production Mission Strategy Isobar Programming David Looberger, Stockholm Code Group Entered By FARFAR Stockholm

C11/094 SOUTH AFRICA CHARITIES, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS MESSAGES Title GET A NEW PERSPECTIVE ON HISTORY Advertiser DITSONG: MUSEUM OF MILITARY HISTORY Product/Service WORLD WAR ONE EXHIBIT Direct/Advertising Agency, City IRELAND/DAVENPORT Johannesburg Creative Director Philip Ireland, Ireland/Davenport John Davenport, Ireland/Davenport Art Director Natalie Urban, Ireland/Davenport Copywriter James Winder, Ireland/Davenport Entered By IRELAND/DAVENPORT Johannesburg D01/037 SWEDEN BEST INTEGRATED CAMPAIGN LED BY DIRECT MARKETING Title WORLD’S BIGGEST SIGNPOST Advertiser NOKIA Product/Service NAVIGATION SERVICES Direct/Advertising Agency, City FARFAR Stockholm Executive Creative Director Jon Dranger, Farfar Creative Director Erik Norin, Farfar Copywriter Carl Fredrik Jannerfeldt, Farfar Art Director Tomas Jonsson, Farfar Head Of Strategy Niku Banaie, Isobar Account Directors Marten Forslund/Christian Nord, Farfar Account Managers Marie Persson/Louise Stenborg/ Ulrika Hojgard, Farfar Flash Robert Jarvi/Bjorn Uppeke/ Mikael Ring, Farfar Creative President Matias Palm Jensen, Farfar Mobile Application Production Starcut Event Production Mission Strategy Isobar Programming David Looberger, Stockholm Code Group Entered By FARFAR Stockholm

D01/066 AUSTRALIA BEST INTEGRATED CAMPAIGN LED BY DIRECT MARKETING Title CALL FOR ENTRIES Advertiser AWARD Product/Service ADVERTISING AWARD Direct/Advertising Agency, City DDB SYDNEY Executive Creative Director Matt Eastwood, DDB Sydney Creative Director Mark Harricks, DDB Sydney Art Director Brendan Donnelly, DDB Sydney Copywriter Guy Futcher, DDB Sydney Designer Jason Young, DDB Sydney Account Service Graham Van Der Westhuizen, DDB Sydney Retoucher Matt Bright, DDB Sydney Sound Editor Danny Grifoni, DDB Sydney Photographers Brendan Donnelly/Matt Arden, DDB Sydney/Freelance 2D Designer Maxence Peillon, Fin Design/Effects Lead Designer Andrie Juradowitch, Fin Design/Effects Lead Designer/2D Compositor Maxence Peillon, Fin Design/Effects Entered By DDB SYDNEY D01/072 UNITED KINGDOM BEST INTEGRATED CAMPAIGN LED BY DIRECT MARKETING Title CHOOSE A DIFFERENT ENDING Advertiser THE METROPOLITAN POLICE Product/Service ANTI-KNIFE CRIME CAMPAIGN Direct/Advertising Agency, City ABBOTT MEAD VICKERS BBDO London Entered By ABBOTT MEAD VICKERS BBDO London D01/100 AUSTRALIA BEST INTEGRATED CAMPAIGN LED BY DIRECT MARKETING Title PHOTOCHAINS Advertiser CANON AUSTRALIA Product/Service EOS DSLR CAMERA Direct/Advertising Agency, City LEO BURNETT SYDNEY Executive Creative Directors Andy DiLallo/Jay Benjamin, Leo Burnett Sydney Creative Group Head Michael Canning, Leo Burnett Sydney Art Director Kieran Antill, Leo Burnett Sydney Digital Creative Director/Design Kieran Ots, Leo Burnett Sydney Group Account Director Amanda Quested, Leo Burnett Sydney Account Director Jodi McLeod, Leo Burnett Sydney Director Daryl Ward, Curious Photographer Sean Izzard, The Pool TV Producer Rita Galiardi, Leo Burnett Sydney Head of Digital Dominique Hind, Leo Burnett Sydney Digital Producer Tristan Parker, Leo Burnett Sydney Developer Nick McGrath, Leo Burnett Sydney Interface Developer Keong Seet, Leo Burnett Sydney Entered By LEO BURNETT SYDNEY D01/101 ARGENTINA BEST INTEGRATED CAMPAIGN LED BY DIRECT MARKETING Title CASTING Advertiser GRUPO Q Product/Service PLAYBOY MAGAZINE Direct/Advertising Agency, City GREY ARGENTINA Buenos Aires Executive Creative Director Sebastián Garín, Grey Argentina Creative Director Diego Rubio, Coco Olivera, Grey Argentina Copywriter Coco Olivera, Grey Argentina Art Director Diego Rubio, Grey Argentina Account Director Jorge Villar, Grey Argentina Account Executive Simón Dukart, Grey Argentina Project Manager Nathalia Heim, Grey Argentina Interactive Manager Christian Krikorian, Grey Argentina Director Ale Burset, Red Creek Producer Ivan Entel, Red Creek Agency Producer Juan Carlos Barrios, Red Creek Senior Web Designer Juan Duchen, Red Creek Augmented Reality Programmer Odica, Red Creek Executive Creative Director Pablo Gil, Grey Argentina Art Director Gonzalo Rango, Grey Argentina Director Martin Kopen, Red Creek Producer Martin Fiegelman, Red Creek Agency Producer Jorge El Negro Ibañez, Red Creek Entered By GREY ARGENTINA Buenos Aires

TUESDAY, 22 JUNE, 2010

D3-40-Promo-Grandprix:Lions 22/06/10 02:22 Page40

WINNERS PROMO & ACTIVATION

WINNER REPLAY GATORADE TBWA\CHIAT \DAY LA/PARAGON MARKETING GROUP

TUESDAY, JUNE 22, 2010

D3 41-45 Promo Winners+CV:25•01 front 22/06/10 02:41 Page41

PROMO & ACTIVATION WINNERS Grand Prix

C01/113 USA BEST INTEGRATED CAMPAIGN LED BY PROMOTION AND ACTIVATION Title REPLAY Advertiser GATORADE Product/Service ENERGY DRINK Promo/Advertising Agency, City TBWA\CHIAT\DAY LA / PARAGON MARKETING GROUP Global Director Of Media Arts Lee Clow, TBWA\Chiat\Day LA Chief Creative Officer Rob Schwartz, TBWA\Chiat\Day LA Group Creative Director Jimmy Smith, TBWA\Chiat\Day LA Associate Creative Director/ Writer/Creator Brent Anderson, TBWA\Chiat\Day LA Steve Howard, TBWA\Chiat\Day LA Senior Producer (Series & Event) Brian O’ Rourke, TBWA\Chiat\Day LA Associate Producer Tim Newfang, TBWA\Chiat\Day LA Group Account Director/ Management Supervisor/ Account Executive Brynn Bardacke/Amy Farias/ Adam Bersin, TBWA\Chiat\Day LA Group Planning Director/ Senior Planner/Planner Scott MacMaster/Martin Ramos/ Daniel Ten, TBWA\Chiat\Day LA missionG.com Network Donna Lamar, Javier Castillo, Paul Nguyen, TBWA\Chiat\Day LA Communications Director TBWA Worldwide Managing Director Jeremy Miller, TBWA\Chiat\Day LA Director Kris Belman/V. Scott Balcerek, Caviar Executive Producer Michael Sagol/ Rosanne Korenberg, Caviar Producer Johanna Woollcott/ Holli Hanley, Caviar Director Of Photography Adam Ballachey, Caviar missionG.com Network Donna Lamar, Javier Castillo, Paul Nguyen, TBWA\Chiat\Day LA President/Partner/ Account Supervisor David Brenner/Rashid Ghazi/Paul Harvey, Paragon Marketing Group Senior Vice President, Senior Partner Jim Motzer/Adam Tanielian, Fleishman-Hillard Vice President/ Senior Account Executive Bonnie Block/ Julie Mason, Fleishman-Hillard Group Account Director/ Group Account Director Of Strategy Bob Porcaro/Susanna Ernest, OMD Entered By

TBWA\CHIAT\DAY LA

Gold Awards A01/081 EVENT AND FIELD MARKETING Title Advertiser Product/Service Promo/Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Account Manager Junior Brand Manager Strategic Planner Entered By

A04/035 USA SPONSORSHIP OR PARTNERSHIP CAMPAIGNS Title REPLAY Advertiser GATORADE Product/Service ENERGY DRINK Promo/Advertising Agency, City TBWA\CHIAT\DAY LA/ PARAGON MARKETING GROUP Global Director of Media Arts Lee Clow, TBWA\Chiat\Day LA Chief Creative Officer Rob Schwartz, TBWA\Chiat\Day LA Group Creative Director Jimmy Smith, TBWA\Chiat\Day LA Associate Creative Director/ Writer/Creator Brent Anderson, TBWA\Chiat\Day LA Steve Howard, TBWA\Chiat\Day LA Senior Producer (Series & Event) Brian O’Rourke, TBWA\Chiat\Day LA Associate Producer Tim Newfang, TBWA\Chiat\Day LA Group Account Director/ Management Supervisor/ Account Executive Brynn Bardacke/Amy Farias/ Adam Bersin, TBWA\Chiat\Day LA Group Planning Director/ Senior Planner/Planner Scott MacMaster/Martin Ramos/ Daniel Ten, TBWA\Chiat\Day LA missionG.com Network Donna Lamar, Javier Castillo, Paul Nguyen, TBWA\Chiat\Day LA Director of Digital Strategy/ Digital AD/Digital AE Jeremiah Knight/Andrew Corpman/ Paul Kinsella, TBWA\Chiat\Day LA Communications Director TBWA Worldwide Managing Director Jeremy Miller, TBWA\Chiat\Day LA Director Kris Belman/V. Scott Balcerek, Caviar Producer Johanna Woollcott/Holli Hanley, Caviar Director of Photography Adam Ballachey, Caviar Executive Producer Michael Sagol/Rosanne Korenberg, Caviar President/Partner/ Account Supervisor David Brenner/Rashid Ghazi/ Paul Harvey, Paragon Marketing Group

Senior Vice President, Senior Partner/Vice President Vice President/ Senior Account Executive

Jim Motzer/Adam Tanielian, Fleishman-Hillard Bonnie Block/Julie Mason, Fleishman-Hillard

Group Account Director/ Group Account Director of Strategy Bob Porcaro/Susanna Ernest, OMD Entered By TBWA\CHIAT\DAY LA A10/049 USA BEST USE OF INTERNET/ ONLINE ADVERTISING IN A PROMOTIONAL CAMPAIGN Title IMAGINE Advertiser HBO Product/Service TV NETWORK Promo/Advertising Agency, City BBDO NEW YORK Chief Creative Officers David Lubars/Bill Bruce, BBDO New York Executive Creative Directors Greg Hahn/Mike Smith, BBDO New York Art Director Brandon Mugar, BBDO New York Copywriter Adam Reeves, BBDO New York Director Of Integrated Production Brian Dilorenzo, BBDO New York Content Producer Nicholas Gaul, BBDO New York Outdoor Director Of Creative Engineering/Production Jd Michaels, BBDO New York Production Company Biscuit Filmworks Director Noam Murro, Biscuit Filmworks Senior Executive Producer Shawn Lacy, Biscuit Filmworks Executive Producer Colleen O’donnell, Biscuit Filmworks Producer Jay Veal, Biscuit Filmworks Digital Agency The Barbarian Group Editing House Butcher Editorial Editor David Henegar, Butcher Editorial Visual Effects Company Animal Logic Music House Search Party Music Music Supervisors Stephanie Diaz-Matos/ Randall Poster, Search Party Music Audio Mix POP Sound/Sound Lounge Mixers Mitch Dorf/Cory Melious, POP Sound/Sound Lounge Entered By BBDO NEW YORK A11/030 GERMANY BEST USE OF OTHER DIGITAL MEDIA IN A PROMOTIONAL CAMPAIGN Title LAST CALL Advertiser NBC UNIVERSAL GLOBAL NETWORKS DEUTSCHLAND Product/Service 13TH STREET - TV CHANNEL Promo/Advertising Agency, City JUNG von MATT Hamburg Executive Creative Director Mathias Stiller/Wolfgang Schneider, Jung von Matt Creative Director Andreas Henke/Peter Gocht/ Christian Kroll, Jung von Matt Art Director Daniel Leverenz/Marius Bell, Jung von Matt Copywriter Andreas Henke/Peter Gocht, Jung von Matt Idea/Conception Andreas Henke, Jung von Matt Account Supervisors Franzis Heusel/Helen Seiffe/ Ruben Donath, Jung von Matt Agency Producer Julia Cramer, Jung von Matt Producer Glenn Bernstein/Katharina Strauß/ Stephan Pauly, Film Deluxe Berlin Composition Dennis Beckmann/Elvis Ellington, NHB Studios Berlin Soundingineer/Sound Designer Julia Holzapfel, NHB Studios Berlin Producing Simone Legner/Tim Tibor, NHB Studios Berlin Grading Mike Friedmann, NHB Studios Berlin Foley Artist Takis Christos Sariannidis, NHB Studios Berlin Foley Recordist Michael Tibes, NHB Studios Berlin Voice Actor Sarah Riedel/Udo Knierim, NHB Studios Berlin Software Development Alexandra Ion, Powerflasher Account Manager Constanze Leinweber, Powerflasher Distribution/Account Manager Juergen Day/Florian Hilga, Telenet Development Andreas Fritz/Martin Prangenberg, Telenet Detlev Artel, Aixvox Entered By JUNG von MATT Hamburg B03/026 CARS & AUTOMOTIVE SERVICES Title Advertiser Product/Service Promo/Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Director Producer Group Business Director Business Director Producer (print) Planner Entered By

AUSTRALIA NOTHING SOFT GETS IN TOYOTA MOTOR CORPORATION 4WD RANGE SAATCHI & SAATCHI AUSTRALIA Sydney Steve Back, Saatchi & Saatchi Dave Bowman, Saatchi & Saatchi Steve Jackson, Saatchi & Saatchi Vince Lagana, Saatchi & Saatchi Kate Whitfield, Saatchi & Saatchi Tim Bullock, Prodigy Films Julianne Shelton, Prodigy Films Ben Court, Saatchi & Saatchi Amy Turnbull, Saatchi & Saatchi Jeremy De Villiers, Saatchi & Saatchi Simon Bird, Saatchi & Saatchi SAATCHI & SAATCHI AUSTRALIA Sydney

B11/020 ITALY CORPORATE IMAGE & INFORMATION Title AUDITORIUM Advertiser HEINEKEN ITALIA Product/Service BEER Promo/Advertising Agency, City JWT ITALIA Milan

Executive Creative Director Creative Director Copywriter Art Director Account Manager Junior Brand Manager Strategic Planner Entered By

Pietro Maestri, Jwt Italia Bruno Bertelli, Jwt Italia Cristiana Boccassini, Jwt Italia Cristiano Tonnarelli, Jwt Italia Marco Viganò, Jwt Italia Paola Natellis, Jwt Italia Dario Gargiulo, Heineken Italia Andrea Betti, JWT Italia JWT ITALIA Milan

B12/050 SWEDEN CHARITIES, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS MESSAGES Title WHERE WILLN 100,000 CONDOMS END UP Advertiser THE STOCKHOLM COUNTY AIDS PREVENTION PROGRAMME Product/Service SAFE-SEX AWARENESS Promo/Advertising Agency, City ESTER Stockholm Creative Director/Art Director Lotta Mellgren, Ester Chief Executive officer/ Account Executive Roger Kempe, Ester Copywriter Daniel Vaccino, Ester Emma Zetterholm, Ester Art Director Emil Jonsson, Ester Production Manager Anna Wennerström, Ester Emil Couch, Ester Art Director Ulrika Eriksson, Ester Graphic Designer Dennis Hanqvist, Ester Film Producer/Web Producer Sören Fernholm, Armstrong Web Producer Kristofer Palm, Queensbridge Christian Hernadez, Queensbridge Entered By ESTER Stockholm C01/111 AUSTRALIA BEST INTEGRATED CAMPAIGN LED BY PROMOTION AND ACTIVATION Title NOTHING SOFT GETS IN Advertiser TOYOTA MOTOR Product/Service 4WD RANGE Promo/Advertising Agency, City SAATCHI & SAATCHI AUSTRALIA Sydney Executive Creative Director Steve Back, Saatchi & Saatchi Creative Director Dave Bowman, Saatchi & Saatchi Copywriter Steve Jackson, Saatchi & Saatchi Art Director Vince Lagana, Saatchi & Saatchi Agency Producer Kate Whitfield, Saatchi & Saatchi Director Tim Bullock, Prodigy Films Producer Julianne Shelton, Prodigy Films Group Business Director Ben Court, Saatchi & Saatchi Business Director Amy Turnbull, Saatchi & Saatchi Producer (print) Jeremy De Villiers, Saatchi & Saatchi Planner Simon Bird, Saatchi & Saatchi Entered By SAATCHI & SAATCHI AUSTRALIA Sydney

Silver Awards A01/080 EVENT AND FIELD MARKETING Title Advertiser Product/Service Promo/Advertising Agency, City Chief Creative Officers

USA

A01/152 EVENT AND FIELD MARKETING Title Advertiser Product/Service Promo/Advertising Agency, City Entered By

UNITED KINGDOM

IMAGINE HBO TV NETWORK BBDO NEW YORK David Lubars/Bill Bruce, BBDO New York Executive Creative Directors Greg Hahn/Mike Smith, BBDO New York Art Director Brandon Mugar, BBDO New York Copywriter Adam Reeves, BBDO New York Director Of Integrated Production Brian Dilorenzo, BBDO New York Content Producer Nicholas Gaul, BBDO New York Outdoor Director Of Creative Engineering/Production Jd Michaels, BBDO New York Production Company Biscuit Filmworks Director Noam Murro, Biscuit Filmworks Senior Executive Producer Shawn Lacy, Biscuit Filmworks Executive Producer Colleen O’donnell, Biscuit Filmworks Producer Jay Veal, Biscuit Filmworks Digital Agency The Barbarian Group Editing House Butcher Editorial Editor David Henegar, Butcher Editorial Visual Effects Company Animal Logic Music House Search Party Music Music Supervisors Stephanie Diaz-Matos/ Randall Poster, Search Party Music Audio Mix POP Sound/Sound Lounge Mixers Mitch Dorf/Cory Melious, POP Sound/Sound Lounge Entered By BBDO NEW YORK

SANDWICH PEPSICO WALKERS CRISPS ABBOTT MEAD VICKERS BBDO London ABBOTT MEAD VICKERS BBDO London

A03/022 USA AMBIENT PROMOTION: LARGE SCALE Title CUBE FILM INSTALLATION Advertiser HBO Product/Service TV NETWORK Promo/Advertising Agency, City BBDO NEW YORK Chief Creative Officers David Lubars/Bill Bruce, BBDO New York Executive Creative Directors Greg Hahn/Mike Smith, BBDO New York Art Director Brandon Mugar, BBDO New York

TUESDAY, JUNE 22 , 2010

D3 41-45 Promo Winners+CV:25•01 front 22/06/10 02:41 Page42

PROMO & ACTIVATION WINNERS

Copywriter Director Of Integrated Production Content Producer Director Of Creative Engineering/Production Production Company Director Senior Executive Producer Executive Producer Editing House Editor Visual Effects Company Music House Music Supervisors Search Party Music Audio Mix Mixer Telecine/Online/Conform Telecine Artists Entered By

Adam Reeves, BBDO New York Brian Dilorenzo, BBDO New York Nicholas Gaul, BBDO New York Jd Michaels, BBDO New York Biscuit Filmworks Noam Murro, Biscuit Filmworks Shawn Lacy, Biscuit Filmworks Colleen O'donnell, Biscuit Filmworks Butcher Editorial David Henegar, Butcher Editorial Animal Logic Search Party Music Stephanie Diaz-Matos/Randall Poster, Sound Lounge Cory Melious, Sound Lounge The Syndicate Marshall Plante/Beau Leon, The Syndicate BBDO NEW YORK

A03/026 THE NETHERLANDS AMBIENT PROMOTION: LARGE SCALE Title MINI CHRISTMAS BOX Advertiser BMW GROUP NETHERLANDS Product/Service MINI Promo/Advertising Agency, City UBACHSWISBRUN/JWT Amsterdam Copywriter Thomas Reinhold, UbachsWisbrun/JWT Art Director Thom Van Rijckevorsel, UbachsWisbrun/JWT Creatice Director-Art Martijn van der Werf, UbachsWisbrun/JWT Creative Director-Copy Thijs de Boer, UbachsWisbrun/JWT Account Manager Lisa Mérelle, UbachsWisbrun/JWT Entered By UBACHSWISBRUN/JWT Amsterdam A03/027 SWEDEN AMBIENT PROMOTION: LARGE SCALE Title WORLD'S BIGGEST SIGNPOST Advertiser NOKIA Product/Service NAVIGATION SERVICES Promo/Advertising Agency, City FARFAR Stockholm Executive Creative Director Jon Dranger, Farfar Creative Director Erik Norin, Farfar Copywriter Carl Fredrik Jannerfeldt, Farfar Art Director Tomas Jonsson, Farfar Head Of Strategy Niku Banaie, Isobar Account Directors Marten Forslund/Christian Nord, Farfar Account Managers Marie Persson/Louise Stenborg/ Ulrika Hojgard, Farfar Flash Mikael Ring/Bjorn Uppeke/ Robert Jarvi, Farfar Creative President Matias Palm Jensen, Farfar Programming David Looberger, Stockholm Code Group Mobile Application Production Starcut Event Production Mission Strategy Isobar Entered By FARFAR Stockholm A05/031 GERMANY BEST USE OF MERCHANDISING/ IN-STORE MARKETING, INCLUDING PROMOTIONAL PACKAGING Title FRESH STONE-AGE-MEAT Advertiser BOSCH INTERNATIONAL Product/Service REFRIGERATORS Promo/Advertising Agency, City DDB GERMANY BERLIN Chief Creative Officer Amir Kassaei, DDB Germany, Berlin Executive Creative Director Stefan Schulte, DDB Germany, Berlin Creative Direction Birgit van den Valentyn, DDB Germany, Berlin Creative Direction Tim Stuebane, DDB Germany, Berlin Art Direction René Gebhardt, DDB Germany, Berlin Art Direction Björn Kernspeckt, DDB Germany, Berlin Art Direction Gen Sadakane, DDB Germany, Berlin Art Direction Wulf Rechtacek, DDB Germany, Berlin Art Buying Kerstin Kraus, DDB Germany, Berlin Account Director Gesa Birkmann, DDB Germany, Berlin Graphic Anke Vera Zink, DDB Germany, Berlin Graphic Sebastian Kamp, DDB Germany, Berlin Modelmaking Angelika Mende, Entered By DDB GERMANY BERLIN A09/018 USA BEST USE OF GAMES, INCLUDING SWEEPSTAKES, CONTESTS & PRIZE DRAWS Title BEYOND THE STILL Advertiser CANON Product/Service CAMERAS Promo/Advertising Agency, City GREY NEW YORK Chief Creative Officer Tor Myhren, Grey NY Executive Creative Director Ari Halper, Grey NY Executive Creative Director Stephen Krauss, Grey NY Associate Creative Director Stu Mair, Grey NY Associate Creative Director Eric King, Grey NY Art Director Elinor Buchler, Grey NY Account Rick Cusato, Grey NY Account Chris Hinkaty, Grey NY Account Melinda Hecht, Grey NY Account David Prince, Grey NY Account Melanie Rose, Grey NY Account James McNamara, Grey NY Planner Luiz Salles, Grey NY Director Vincent Laforet, Grey NY Executive Producer Nick Childs, Grey NY Producer Madhuri Sharma, Grey NY Photographer Chris Frazer Smith, Chris Frazer Smith Photography Entered By GREY NEW YORK

TUESDAY, JUNE 22, 2010

10/002 THE NETHERLANDS BEST USE OF INTERNET/ ONLINE ADVERTISING IN A PROMOTIONAL CAMPAIGN Title STANISLAV Advertiser MINISTRY OF JUSTICE Product/Service CYBERCRIME AWARENESS CAMPAIGN Promo/Advertising Agency, City KONG Amsterdam Creative Director Yacco Vijn, Kong Managing Director Peggy Wijtzes, Kong Strategy Director Trudelies Van Der Poel, N=5 Client Service Director Judith Lavalette, N=5 Senior Advisor Campaign Management Petra De Jong, Public Information And Communication Office Advisor Campaign Management Frederike Van Dorst, Public Information And Communication Office Policy Advisor Anja Van Zantvoort, Ministry Of Justice Communications Consultant Dennis Cohen, Ministry Of Justice Project Manager Tisha Hoppenbrouwers, Kong Art Director Yacco Vijn, Kong Freelance Art Director Arno De Jong, Kong Freelance Copywriter Martijn De Vreeze, Kong Av-Producer Christ Bloemheuvel, N=5 Director/Editor Roel Welling, Comrad Online Production Mario Piepenbrink, Refunk Entered By KONG Amsterdam A11/019 USA BEST USE OF OTHER DIGITAL MEDIA IN A PROMOTIONAL CAMPAIGN Title CUBE FILM INSTALLATION Advertiser HBO Product/Service TV NETWORK Promo/Advertising Agency, City BBDO NEW YORK Chief Creative Officers David Lubars/Bill Bruce, BBDO New York Executive Creative Directors Greg Hahn/Mike Smith, BBDO New York Art Director Brandon Mugar, BBDO New York Copywriter Adam Reeves, BBDO New York Director Of Integrated Production Brian Dilorenzo, BBDO New York Content Producer Nicholas Gaul, BBDO New York Director of Creative Engineering/Production Jd Michaels, BBDO New York Production Company BBDO New York Director Noam Murro, Biscuit Filmworks Senior Executive Producer Shawn Lacy, Biscuit Filmworks Executive Producer Colleen O'donnell, Biscuit Filmworks Editing House Butcher Editorial Editor David Henegar, Butcher Editorial Visual Effects Company Animal Logic Music House Search Party Music Music Supervisors Stephanie Diaz-Matos/ Randall Poster, Search Party Music Audio Mix Sound Lounge Mixer Cory Melious, Sound Lounge Telecine/Online/Conform The Syndicate Telecine Artists Marshall Plante/Beau Leon, The Syndicate Entered By BBDO NEW YORK A11/023 SWEDEN BEST USE OF OTHER DIGITAL MEDIA IN A PROMOTIONAL CAMPAIGN Title WORLD'S BIGGEST SIGNPOST Advertiser NOKIA Product/Service NAVIGATION SERVICES Promo/Advertising Agency, City FARFAR Stockholm Executive Creative Director Jon Dranger, Farfar Creative Director Erik Norin, Farfar Copywriter Carl Fredrik Jannerfeldt, Farfar Art Director Tomas Jonsson, Farfar Head Of Strategy Niku Banaie, Isobar Account Directors Marten Forslund/Christian Nord, Farfar Account Managers Marie Persson/Louise Stenborg/ Ulrika Hojgard, Farfar Flash Mikael Ring/Bjorn Uppeke/ Robert Jarvi, Farfar Creative President Matias Palm Jensen, Farfar Programming David Looberger, Stockholm Code Group Mobile Application Production Starcut Event Production Mission Strategy Isobar Entered By FARFAR Stockholm B01/052 FAST MOVING CONSUMER GOODS Title Advertiser Product/Service Promo/Advertising Agency, City Executive Creative Director Creative Director Copywriter Art Director Agency Producer Producer Post-Production Production House Typographer Designer Entered By B01/054 FAST MOVING CONSUMER GOODS Title Advertiser Product/Service Promo/Advertising Agency, City Entered By

CHINA RED FLAG THE NORTH FACE SPORTS CLOTHING OGILVY SHANGHAI Kevin Lee/Sean Sim/Natalie Lam/ Zhu Hao, Ogilvy Shanghai Kevin Lee/Kit Ong/Sean Sim/ Natalie Lam/Kelvin Leong/Nicki Wong, Ogilvy Shanghai Kit Ong/Joan Zheng/Stan Xu/Stanley Tao , Ogilvy Shanghai Kevin Lee/Kelvin Leong/Minsheng Zhang/ Zhang Lei/Kama Zhang/Casper Woo, Ogilvy Shanghai Aywei Wong/Weisian Lee, Ogilvy Shanghai Chye Yee Chow/Liu Jin Ming/Joyce Chen, Attic Post Gwantsi Prodution. Zhang Lei, Ogilvy Shanghai Mingsheng/Zhanglei/Kevin Lee/ Hytal Ye, Ogilvy Shanghai OGILVY SHANGHAI UNITED KINGDOM SANDWICH PEPSICO WALKERS CRISPS ABBOTT MEAD VICKERS BBDO London ABBOTT MEAD VICKERS BBDO London

B04/020 GERMANY OTHER CONSUMER PRODUCTS (INCLUDING DURABLE GOODS) Title FRESH STONE-AGE-MEAT Advertiser BOSCH INTERNATIONAL Product/Service REFRIGERATORS Promo/Advertising Agency, City DDB GERMANY BERLIN Chief Creative Officer Amir Kassaei, DDB Germany, Berlin Executive Creative Director Stefan Schulte, DDB Germany, Berlin Creative Direction Birgit van den Valentyn, DDB Germany, BerlinTim Stuebane, DDB Germany, Berlin Art Direction René Gebhardt, DDB Germany, BerlinBjörn Kernspeckt, DDB Germany, BerlinGen Sadakane, DDB Germany, BerlinWulf Rechtacek, DDB Germany, Berlin Art Buying Kerstin Kraus, DDB Germany, Berlin Account Director Gesa Birkmann, DDB Germany, Berlin Graphic Anke Vera Zink, DDB Germany, BerlinSebastian Kamp, DDB Germany, Berlin Modelmaking Angelika Mende, Entered By DDB GERMANY BERLIN B08/042 SPAIN RETAIL AND E-COMMERCE, INCLUDING RESTAURANTS Title QUIQUE THE HEAD Advertiser DIESEL Product/Service MOWIE MOTORCYCLE HELMETS Promo/Advertising Agency, City SHACKLETON Madrid Copywriter & Creative Director Pipo Virgós, Shackleton Art Director & Creative Director Francesc Badia, Shackleton Art Director Jaume Leis, Shackleton Executive Creative Director Enric Nel-lo, Shackleton Account Manager Oriol Boira, Shackleton Interactive Director Marc Sallent, Shackleton Digital Production Manager Joaquin Garcia Morato, Shackleton Audiovisual Production Manager Manuela Zamora, Shackleton Producer Cristina Cortizas, Shackleton Entered By SHACKLETON Madrid B11/033 FINLAND CORPORATE IMAGE & INFORMATION Title DRAMA QUEEN Advertiser YOUNG DIRECTOR AWARD BY CFP-E/SHOTS Product/Service YOUNG DIRECTOR AWARDS Promo/Advertising Agency, City TBWA\PHS HELSINKI President François Chilot, CFP-E Copywriter Mira Olsson, TBWA PHS Art Director Minna Lavola, TBWA PHS Producer Jacques Vereecken, L-A-D-A/Caviar Director Rogier Hesp, L-A-D-A/Caviar Producer Karen Bruinsma, L-A-D-A/Caviar Project Manager Hannes Jakobsen, Danish Producers’ Association Entered By TBWA\PHS HELSINKI B12/004 THE NETHERLANDS CHARITIES, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS MESSAGES Title STANISLAV Advertiser MINISTRY OF JUSTICE Product/Service CYBERCRIME AWARENESS CAMPAIGN Promo/Advertising Agency, City KONG Amsterdam Creative Director Yacco Vijn, Kong Managing Director Peggy Wijtzes, Kong Strategy Director Trudelies van der Poel, N=5 Client Service Director Judith Lavalette, N=5 Senior Advisor Campaign Management Petra de Jong, Public Information And Communication Office Advisor Campaign Management Frederike van Dorst, Public Information And Communication Office Policy Advisor Anja Van Zantvoort, Ministry Of Justice Communications Consultant Dennis Cohen, Ministry Of Justice Project Manager Tisha Hoppenbrouwers, Kong Art Director Yacco Vijn, Kong Freelance Art Director Arno de Jong, Kong Freelance Copywriter Martijn de Vreeze, Kong Av-Producer Christ Bloemheuvel, N=5 Director/Editor Roel Welling, Comrad Online Production Mario Piepenbrink, Refunk Entered By KONG Amsterdam B12/038 AUSTRALIA CHARITIES, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS MESSAGES Title SUPPORT SCENT Advertiser GUIDE DOGS AUSTRALIA Product/Service SUPPORT FOR THE BLIND Promo/Advertising Agency, City CLEMENGER BBDO MELBOURNE Executive Creative Director Ant Keogh, Clemenger BBDO Melbourne Interactive Creative Director Damian Royce, Clemenger BBDO Melbourne Creative Team Tom Martin, Clemenger BBDO Melbourne Julian Schreiber, Clemenger BBDO Melbourne Agency Producer/Project Manager Sevda Cemo, Clemenger BBDO Melbourne Account Management Nici Henningson/Ricci Meldrum, Clemenger BBDO Melbourne Print Producer Mary Darzi, Clemenger BBDO Melbourne Interactive Producer Sam Hodgson, Clemenger BBDO Melbourne Strategic Planner Mike Hyde, Clemenger BBDO Melbourne Project Manager Jo Currie, Clemenger BBDO Melbourne Designer Beci Orpin, Directors Amy Gerbhart/Micca Delaney, Director Of Photography Jody Muston/Micca Delaney/ Alex Aslangul, Producers Jane Liscombe/Allison Lockwood,

D3 41-45 Promo Winners+CV:25•01 front 22/06/10 02:41 Page43

PROMO & ACTIVATION WINNERS Editors Music Production Company Smoke Operator Post Production Company Music Composer/Arranger Sound Designer/Engineer Entered By

Jack Hutchings/ Megan Voevodin/ Micca Delaney, The Butchery/ Tide Edit/Exit Films Karl Richter, Level Two Music Eugene Richards, Digital Pictures Digital Pictures The Bon Scotts Paul Le Couteur/Jack Berryman, Flagstaff Studios CLEMENGER BBDO MELBOURNE

C01/071 SWEDEN BEST INTEGRATED CAMPAIGN LED BY PROMOTION AND ACTIVATION Title WHERE WILL 100 000 CONDOMS END UP? Advertiser THE STOCKHOLM COUNTY AIDS PREVENTION PROGRAMME Product/Service SAFE-SEX AWARENESS Promo/Advertising Agency, City ESTER Stockholm Creative Director/Art Director Lotta Mellgren, Ester Chief Executive Officer/ Account Executive Roger Kempe, Ester Copywriter Daniel Vaccino, Ester Emma Zetterholm, Ester Art Director Emil Jonsson, Ester Production Manager Anna Wennerström, EsterEmil Couch, Ester Art Director Ulrika Eriksson, Ester Graphic Designer Dennis Hanqvist, Ester Film Producer/Web Producer Sören Fernholm, Armstrong Web Producer Kristofer Palm, Queensbridge Christian Hernadez, Queensbridge Entered By ESTER Stockholm C01/080 THE NETHERLANDS BEST INTEGRATED CAMPAIGN LED BY PROMOTION AND ACTIVATION Title JUST CALL US - LIVE Advertiser CENTRAAL BEHEER ACHMEA Product/Service INSURANCE COMPANY Promo/Advertising Agency, City DDB AMSTERDAM Concept - Copywriter Erik Falke, DDB Amsterdam Ruben Sonneveld, DDB Amsterdam Concept - Art Director Dennis Baars, DDB Amsterdam Robert van de Lans, DDB Amsterdam Modelmaker Jelier en Schaaf, Jelier en Schaaf The Setcompany, The Stecompany Art Director Olaf van der Geld, Tribal DDB Amsterdam Geert-Jan Bijlstra, Tribal DDB Amsterdam Copywriter Björn Diemer, Tribal DDB Amsterdam Illustrator Joris Blomjous, DDB Amsterdam Entered By DDB AMSTERDAM C01/159 AUSTRALIA BEST INTEGRATED CAMPAIGN LED BY PROMOTION AND ACTIVATION Title ESO PHOTOCHAINS Advertiser CANON AUSTRALIA Product/Service CAMERA Promo/Advertising Agency, City LEO BURNETT Sydney Executive Creative Director Andy DiLallo, Leo Burnett Sydney Jay Benjamin, Leo Burnett Sydney Creative Group Head Michael Canning, Leo Burnett Sydney Art Director Kieran Antill, Leo Burnett Sydney Digital Creative Director Kieran Ots, Leo Burnett Sydney Design Kieran Ots, Leo Burnett Sydney Director Darryl Ward, Curious Films Developer Nick McGrath, Leo Burnett Sydney Digital Producer Tristan Parker, Leo Burnett Sydney Agency Producer Rita Galiardi, Leo Burnett Sydney Group Account Director Amanda Quested, Leo Burnett Sydney Account Director Jodi McLeod, Leo Burnett Sydney Interface Developer Keong Seet, Leo Burnett Sydney Head of Digital Dominique Hind, Leo Burnett Sydney Photographer Sean Izzard, Entered By LEO BURNETT Sydney

Bronze Awards A01/076 EVENT AND FIELD MARKETING Title Advertiser Product/Service Promo/Advertising Agency, City Executive Creative Director Creative Director Art Director Copywriter Agency Producer Production Company Editing Company Music COmpany Booth Designer Account Executive photographer Director Entered By A01/127 EVENT AND FIELD MARKETING Title Advertiser Product/Service Promo/Advertising Agency, City Executive Chairman & Creative Director, South Asia Executive Creative Director, South Asia

ARGENTINA ANDES TELETRANSPORTER INBEV BEER DEL CAMPO/NAZCA SAATCHI & SAATCHI Buenos Aires Maxi Itzkoff, Del Campo Nazca Saatchi & SaatchiMariano Serkin, Del Campo Nazca Saatchi & Saatchi Javier Campopiano, Del Campo Nazca Saatchi & Saatchi Carlos Muller/Bruno Tortolano/ Juan Pedro POrcaro, Del Campo Nazca Saatchi & Saatchi Patricio Del Sante, Del Campo Nazca Saatchi & Saatchi Adrian Aspani/Camilo Rojas/ Patricio Martinez, Del Campo Nazca Saatchi & Saatchi Primo, CInecolor, Supercharango, Ad Production, Maria Lorena Pascual, Del Campo Nazca Saatchi & Saatchi Leandro Fillol, Primo, DEL CAMPO/NAZCA SAATCHI & SAATCHI Buenos Aires INDIA MELTDOWN AICMED ENVIRONMENTAL PRESERVATION OGILVY & MATHER Kolkata Piyush Pandey, Ogilvy & Mather Advertising Sumanto Chattopadhyay, Ogilvy & Mather Advertising

Associate Creative Director Creative Partner Creative Controller Copywriter Art Director Entered By A01/149 EVENT AND FIELD MARKETING Title Advertiser Product/Service Promo/Advertising Agency, City Copy Art director Creative director Executive Creative Director Executive Chief Integrated Officer Head TV Producer Entered By

Sukhendu Mukherjee, Ogilvy & Mather Advertising Koustuv Chatterjee, Ogilvy & Mather Advertising Partha Chowdhury, Ogilvy & Mather Advertising Madhumita Chanda, Ogilvy & Mather Advertising Sayan Mukherjee, Ogilvy & Mather Advertising OGILVY & MATHER Kolkata SPAIN GIVING MEMORY AFAL CONTIGO ALZHEIMER AWARENESS CONTRAPUNTO BBDO Madrid Xisela López, Contrapunto BBDO Francesc Coves, Contrapunto BBDO Pablo Gonzalo, Contrapunto BBDO Alfonso Ceballos, Contrapunto BBDO Víctor Gómez, Contrapunto BBDO Mercedes Lucena, Contrapunto BBDO Andrés Martínez Echeverría, Contrapunto BBDO Alejandro Fata, Contrapunto BBDO Santiago Gramunt, Contrapunto BBDO Gema Crespo, Contrapunto BBDO Tamara Torres, Blur Producciones CONTRAPUNTO BBDO Madrid

A02/036 SWITZERLAND AMBIENT PROMOTION: SMALL SCALE Title SUPREME SECURITY Advertiser SUPREME SECURITY Product/Service PRIVATE SECURITY COMPANY Promo/Advertising Agency, City ADVICO Y&R Zürich Chief Creative Officer Markus Gut, Advico Y&R Ag Executive Creative Director Philipp Skrabal, Advico Y&R Ag Creative Director Lars Blöchlinger Copywriter Andi Portmann, Advico Y&R Ag Art Director Isabelle Hauser, Advico Y&R Ag Björn Blöchlinger Typographer Annik Weber, Advico Y&R Ag Account Manager Daniela Britt, Advico Y&R Ag Entered By ADVICO Y&R Zürich A02/041 ITALY AMBIENT PROMOTION: SMALL SCALE Title BEER GLOSS Advertiser HEINEKEN ITALIA Product/Service BEER Promo/Advertising Agency, City JWT ITALIA Milan Executive Creative Director Pietro Maestri, JWT Italia Creative Director Bruno Bertelli, JWT Italia Cristiana Boccassini, JWT Italia Art Director Vito La Brocca, JWT Italia Copywriter Elisa Binda, JWT Italia Art Director Andrea Farina, JWT Italia Account Manager Giada Salerno, JWT Italia Web Designer Anderson Schimuneck, H-art Content Manager Leonardo Piras, H-art Project Manager Anna Zuanetti, H-art Entered By JWT ITALIA Milan A02/046 AUSTRIA AMBIENT PROMOTION: SMALL SCALE Title WORLD’S SMALLEST BALLOON Advertiser REED MESSE WIEN Product/Service MODEL MAKERS FAIR Promo/Advertising Agency, City OGILVY & MATHER Vienna Executive Creative Director Gerd Schulte-Döinghaus, Ogilvy & Mather Senior Copywriter Doris Partl, Ogilvy & Mather Copywriter Tobias Blineder, Ogilvy & Mather Philipp Leo, Ogilvy & Mather Graphic Designer Heinz Ploder, Ogilvy & Mather Entered By OGILVY & MATHER Vienna A02/070 COLOMBIA AMBIENT PROMOTION: SMALL SCALE Title FOREST FIRES Advertiser WWF Product/Service WWF Promo/Advertising Agency, City OGILVY & MATHER COLOMBIA Bogotá Creative Director General John Raul Forero, Ogilvy & MatherJuan José Posada, Ogilvy & Mather Creative Director Juan Carlos González, Ogilvy & Mather Margarita Olivar, Ogilvy & Mather Diego Ortiz, Ogilvy & Mather Account Director Fabio Quiroga, Ogilvy & Mather Copywriter Juan Carlos González, Ogilvy & Mather Art Director Margarita Olivar, Ogilvy & Mather Production Agency Patricia Mendez, Ogilvy & Mather Director Jose Ramirez, Rhayuela Films Production Camila Samper, Rhayuela Films Production Agency Sandra Herrera, Ogilvy & Mather Entered By OGILVY & MATHER COLOMBIA Bogotá A02/078 BRAZIL AMBIENT PROMOTION: SMALL SCALE Title $73.000 BAR TAB Advertiser BAR AURORA/BOTECO FERRAZ Product/Service BAR CHAIN Promo/Advertising Agency, City OGILVY BRASIL São Paulo Vice President Executive Creative Director Anselmo Ramos, Ogilvy Brasil Creative Director Rubens Filho, Ogilvy Brasil Head of Art Denis Kakazu, Ogilvy Brasil Art Director Bruno Ribeiro, Ogilvy Brasil Copywriter Megan Farquhar, Ogilvy Brasil Producer Cecilia Taioli, Ogilvy Brasil Mauricio Granado, Ogilvy Brasil Account Supervisor Camila Porto, Ogilvy BrasilSamia Paz, Ogilvy Brasil Entered By OGILVY BRASIL São Paulo

A03/037 MEXICO AMBIENT PROMOTION: LARGE SCALE Title AMBULANCE/BOAT/HELICOPTER Advertiser MEXICAN RED CROSS Product/Service ANNUAL FUNDRAISING DRIVE Promo/Advertising Agency, City JWT MEXICO Chief Creative Officer Manuel Techera, JWT Executive Creative Director Esteban Sacco, JWTEnrique Codesido, JWT Creative Director Gabriel Bello, JWTMiguel Brito, JWT Copywriter Rodrigo Rothschild, JWT Art Director Victor Rojas, JWTEsteban Sacco, JWT Entered By JWT MEXICO A03/065 CHINA AMBIENT PROMOTION: LARGE SCALE Title NON-STICK PANS Advertiser SUPOR Product/Service NON-STICK PANS Promo/Advertising Agency, City LEO BURNETT SHANGHAI Executive Creative Director Gordon Hughes/Amanda Yang, Leo Burnett Shanghai Creative Director Forest Young, Leo Burnett Shanghai Copywriter Amanda Yang/Donna Dong, Leo Burnett Shanghai Art Director Gordon Hughes/Amanda Yang/ Forest Young, Leo Burnett Shanghai Illustrator Dicky Lui, Leo Burnett Shanghai Typographer Lin Wei-jin/Handsome Wong, Leo Burnett Shanghai Designer Sean Qu/Lin Wei-jin/ Handsome Wong, Leo Burnett Shanghai Photographer Eric Dang/Nicholas Siau Entered By LEO BURNETT SHANGHAI A05/038 SWEDEN BEST USE OF MERCHANDISING/IN-STORE MARKETING, INCLUDING PROMOTIONAL PACKAGING Title SLEEPLESS AT PLAYGROUND Advertiser PLAYGROUND OUTDOOR EQUIPMENT STORES Product/Service OUTDOOR EQUIPMENT STORES Promo/Advertising Agency, City ÅKESTAM HOLST Stockholm Creative Director Andreas Ullenius, Åkestam Holst Copywriter Hanna Björk, Åkestam Holst Art Director Lars Holthe, Åkestam Holst Intercactive Creative Director Paul Collins, Åkestam Holst Account Director Kenneth Adenskog, Åkestam Holst Account Manager Lina Drott, Åkestam Holst Art Director Assistant Yvan Archimbaud, Åkestam Holst Production Manager Henrik Adenskog, Åkestam Holst Director of Photography and Editing Nisse Axman, Åkestam Holst Advertiser’s Supervisor Jonas Gidlund, Playground Entered By ÅKESTAM HOLST Stockholm A05/043 BRAZIL BEST USE OF MERCHANDISING/IN-STORE MARKETING, INCLUDING PROMOTIONAL PACKAGING Title WHOPPER FACE Advertiser BURGER KING Product/Service WHOPPER Promo/Advertising Agency, City OGILVY BRASIL São Paulo Chief Creative Director Anselmo Ramos, Ogilvy Brasil Executive Creative Director Michel Lent, Ogilvy Brasil Creative Director Angela Bassichetti, Ogilvy Brasil Copywriter Eduardo Marques, Ogilvy Brasil Art Director Douglas Kozonoe, Ogilvy Brasil Head Of Art Denis Kakazu, Ogilvy Brasil Motion Design Rubens Angelo, Ogilvy Brasil Film Director Giuliano Saade, Ogilvy Brasil Film Production Bossa Nova Films, Bossa Nova Films Sound Production Bamba Music, Bamba Music Voice Over Zachary Lee, Zachary Lee Art Director Lucas Zaiden, Ogilvy Brasil Entered By OGILVY BRASIL São Paulo A05/044 SPAIN BEST USE OF MERCHANDISING/ IN-STORE MARKETING, INCLUDING PROMOTIONAL PACKAGING Title MESSAGE IN A BOTTLE Advertiser FUNDACION ALTIUS Product/Service CHILDREN’S CHARITY Promo/Advertising Agency, City LEO BURNETT IBERIA Madrid Executive Creative Director Rafa Anton, Vitruvio Leo Burnett General Creative Director Chacho Puebla, Leo Burnett Iberia Creative Director Fernando Martín, Leo Burnett Iberia Francisco Cassis, Leo Burnett Iberia Copywriter Pablo Cachón, Leo Burnett Iberia Ana Patricia Ortega, Leo Burnett Iberia Art Director Ricardo Saez, Leo Burnett Iberia Seve Ruiz, Leo Burnett Iberia Photographer Ricardo Saez, Leo Burnett Iberia Producer Natacha Martín, Leo Burnett Iberia Alvaro Aparicio, Leo Burnett Iberia Antonio Ojeda, Leo Burnett Iberia Entered By LEO BURNETT IBERIA Madrid A10/099 USA BEST USE OF INTERNET/ONLINE ADVERTISING IN A PROMOTIONAL CAMPAIGN Title AUGMENTED REALITY BANNERS Advertiser BURGER KING Product/Service BURGER KING Promo/Advertising Agency, City CRISPIN PORTER + BOGUSKY Boulder Chief Creative Officers Rob Reilly/Andrew Keller/ Jeff Benjamin, Crispin Porter + Bogusky Creative Directors Bill Wright/James Dawson-Hollis, Crispin Porter + Bogusky Associate Creative Directors Nuno Ferreira/Ryan Wagman, Crispin Porter + Bogusky

TUESDAY, JUNE 22, 2010

D3 41-45 Promo Winners+CV:25•01 front 22/06/10 02:41 Page44

PROMO & ACTIVATION WINNERS

Interactive Executive Creative Director

Jeff Benjamin, Crispin Porter + Bogusky Copywriters Chris Kahle/Zac Myrow, Crispin Porter + Bogusky Art Directors Michael Ackerman/David Gonsalves/ Kristian Luoma/Elias Morales, Crispin Porter + Bogusky Interactive Designers Fabien Dodard, Crispin Porter + Bogusky Flash Designer John Gerweck, Crispin Porter + Bogusky Director Of Integrated Production Dave Rolfe, Crispin Porter + Bogusky Managing Director Of Interactive Winston Binch, Crispin Porter + Bogusky Vice President Group Executive Producer Pam Scheideler, Crispin Porter + Bogusky Senior Integrated Producers Scott Potter/Tony Tung, Crispin Porter + Bogusky Flash Developer Marc Pelland, Crispin Porter + Bogusky Interactive Technical Director Scott Prindle, Crispin Porter + Bogusky Associate Experience Director Jeff Teicher, Crispin Porter + Bogusky Experience Designer Oscar Llarena, Crispin Porter + Bogusky Associate Technical Director Doug Rayburn, Crispin Porter + Bogusky Entered By CRISPIN PORTER + BOGUSKY Boulder B01/024 FAST MOVING CONSUMER GOODS Title Advertiser Product/Service Promo/Advertising Agency, City Executive Creative Director

AUSTRALIA

BARE ALL MARS CHOCOLATE AUSTRALIA M&M’S CLEMENGER BBDO MELBOURNE James McGrath, Clemenger BBDO Melbourne Creative Director Damian Royce, Clemenger BBDO Melbourne Art Director Damian Royce, Darren Pitt, Clemenger BBDO Melbourne Copywriter Rohan Lancaster, Clemenger BBDO Melbourne Agency Producer TV Karolina Bozajkovska, Clemenger BBDO Melbourne Agency Producer Print Jodie Scott, Kelly Hirst, Clemenger BBDO Melbourne Account Management Team Ricci Meldrum, Sarah Galbraith, Katie Lord, Clemenger BBDO Melbourne Account Management Team DigitalJoanne Curry, Grace Lum, Clemenger BBDO Melbourne Agency Producer - Digital Dean Wormald, Clemenger BBDO Melbourne Strategic Planner Michael Derepas, Clemenger BBDO Melbourne Producer Jason Byrne, Clemenger BBDO Melbourne Director, Animator Bruce Currie, Trilobite Director of Photography, Cinematographer Marin Johnson, Photographer for Website David Rosendale, Digital Artist, Programmer, Multimedia Michael Beech, Clemenger BBDO Melbourne Sound Engineer Paul Le Couteur, Flagstaff Studios Production Company Hub Plus Digital Production Company Clemenger BBDO Melbourne Entered By CLEMENGER BBDO MELBOURNE B02/011 ARGENTINA ALCOHOLIC AND NON-ALCOHOLIC DRINKS Title ANDES TELETRASNPORTER Advertiser INBEV Product/Service BEER Promo/Advertising Agency, City DEL CAMPO/NAZCA SAATCHI & SAATCHI Buenos Aires Executive Creative Director Maxi Itzkoff, Del Campo Nazca Saatchi & Saatchi Mariano Serkin, Del Campo Nazca Saatchi & Saatchi Art Director Carlos Muller/Bruno Tortolano/ Juan Pedro Porcaro, Del Campo Nazca Saatchi & Saatchi Copywriter Patricio del Sante, Del Campo Nazca Saatchi & Saatchi Agency Producer Adrian Aspani/Camilo Rojas/ Patricio Martinez, Del Campo Nazca Saatchi & Saatchi Production Company Primo Editing Company Cinecolor Music Company Supercharango Booth Designer AD Production Account Executive Maria Lorena Pascual, Del Campo Nazca Saatchi & Saatchi Creative Director Javier Campopiano, Del Campo Nazca Saatchi & Saatchi Director Primo photographer Leandro Fillol Entered By DEL CAMPO/NAZCA SAATCHI & SAATCHI Buenos Aires B02/016 ITALY ALCOHOLIC AND NON-ALCOHOLIC DRINKS Title BEER GLOSS Advertiser HEINEKEN ITALIA Product/Service BEER Promo/Advertising Agency, City JWT ITALIA Milan Executive Creative Director Pietro Maestri, JWT Italia Creative Director Bruno Bertelli, JWT Italia Cristiana Boccassini, JWT Italia Art Director Vito La Brocca, JWT Italia Copywriter Elisa Binda, JWT Italia Art Director Andrea Farina, JWT Italia Account Manager Giada Salerno, JWT Italia

TUESDAY, JUNE 22, 2010

Web Designer Content Manager Project Manager Entered By

Anderson Schimuneck, H-art Leonardo Piras, H-art Anna Zuanetti, H-art JWT ITALIA Milan

B06/007 NEW ZEALAND COMMERCIAL PUBLIC SERVICES, INCL. HEALTHCARE & MEDICAL Title ORCON + IGGY POP Advertiser ORCON BROADBAND Product/Service BROADBAND Promo/Advertising Agency, City SPECIAL GROUP Auckland Creative Director Tony Bradbourne, Special Group Rob Jack, Special GroupHeath Lowe, Special Group Managing Director Michael Redwood, Special Group Agency Producer Sascha Mortimer, Special Group Interactive Producer Hamish Wanhill, Special Group Project Manager Jules Pakenham, Special Group Strategic Planner Claire Beatson, Special Group Media Strategist Sean McCready, Special Group Director/Director Of Photography Darryl Ward, Curious Film Executive Producer Matt Noonan, Curious Film Editor Luke Haigh, Curious Film Producer Andy Mauger, Curious Film Flame Nigel Mortimer, Curious Film Audio Engineer (USA) Alfred Figueroa, Crescent Moon Miami Audio Engineer (NZ) John Cooper, Liquid Studio Jordan Stone, Roundhead Studio Head of Brand & Communication Duncan Blair, Orcon Head of Sales & Marketing David Joyce, Orcon Chief Executive Officer Scott Bartlett, Orcon Entered By SPECIAL GROUP Auckland B06/013 DOMINICAN REPUBLIC COMMERCIAL PUBLIC SERVICES, INCL. HEALTHCARE & MEDICAL Title RELOAD Advertiser TRICOM Product/Service BROADBAND INTERNET Promo/Advertising Agency, City PAGÉS BBDO Santo Domingo Vice President General Creative Director Rodolfo Borrell, Pages BBDO Head Of Art Miguel Peña, Pages BBDO Senior Copy Igor Ruiz, Pages BBDO Chief Editor Abby Comas, Pages BBDO Account Executive Jenny Ovalles, Pages BBDO Account Director Carmen de los Santos, Pages BBDO Media Supervisor Yady Mejia, OMD Dominicana Entered By PAGÉS BBDO Santo Domingo B08/036 HONG KONG RETAIL AND E-COMMERCE, INCLUDING RESTAURANTS Title HIDDEN SOUND CAMPAIGN Advertiser ZOO RECORDS Product/Service ALTERNATIVE MUSIC SHOP Executive Creative Director Group Creative Director/ Art Director Creative Director/Copywrtier Copywrtier

Art Director Account Manager Retoucher Entered By

Connie Lo, Leo Burnett Hong Kong Alfred Wong, Leo Burnett Hong Kong Wen Louie, Leo Burnett Hong KongJoey Chung, Leo Burnett Hong KongCyrus Ho, Leo Burnett Hong Kong Kenny Ip, Leo Burnett Hong Kong Leo Yeung, Leo Burnett Hong Kong Matthew Kwan, Leo Burnett Hong Kong Tommy Cheung, LEO BURNETT Hong Kong

B08/038 JAPAN RETAIL AND E-COMMERCE, INCLUDING RESTAURANTS Title NIKEID. GENERATOR Advertiser NIKE JAPAN Product/Service FLAGSHIP STORE Promo/Advertising Agency, City BEACON COMMUNICATIONS Tokyo Communication Director, Planner, Producer Shunsuke Kakinami, Beacon communications k.k. Account Director Satoshi Inoue, Beacon communications k.k. Art Director Kazz Ishihara, Beacon communications k.k. Copywriter Shuhei Tsuji, Beacon Communications K.k. Production Company Rhizomatiks, Inc Creative Direcotor, Producer Seiichi Saito, Rhizomatiks, Inc Flash Developer, Motion Designer Satoshi Horii, Rhizomatiks, Inc Designer Hiroyasu Kimura, Rhizomatiks, Inc Production Company Root Communications Inc Technical Director Toru Terashima, Root Communications Inc Programmer Tsuyoshi Tanaka, Root Communications Client Supervisor, Planner Yosuke Toyoura, Nike Japan Entered By BEACON COMMUNICATIONS Tokyo B12/013 JAPAN CHARITIES, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS MESSAGES Title LOVE CAKE PROJECT Advertiser WORLD VISION JAPAN Product/Service CHILDREN’S CHARITY Promo/Advertising Agency, City DENTSU Tokyo Creative Director Motomu Ishida, DentsuTakashi Fukui, Dentsu Copywriter Yoko Okazaki, DentsuMarie Ono, Dentsu Art Director Noriko Okamoto, Dentsu Agency Producer Michiko Ishihara, Dentsu Public Relations Planner Tadashi Inokuchi, Dentsu Akiko Sugiyama, DentsuHidehito Iwai, Dentsu Media Planner Yuji Kimura, Dentsu Production Company Taki Corporation,

Designer Coordinator Account Executive Entered By

Makiko Hori, Yuki Takahashi Kohei Nakamiya Koyo Tomita, Dentsu Yuichi Otsuka, Dentsu DENTSU Tokyo

B12/098 BRAZIL CHARITIES, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS MESSAGES Title $73.000 BAR TAB Advertiser BAR AURORA/BOTECO FERRAZ Product/Service BAR CHAIN Promo/Advertising Agency, City OGILVY BRASIL São Paulo Vice President Executive Creative Director Anselmo Ramos, Ogilvy Brasil Creative Director Rubens Filho, Ogilvy Brasil Head Of Art Denis Kakazu, Ogilvy Brasil Art Director Bruno Ribeiro, Ogilvy Brasil Copywriter Megan Farquhar, Ogilvy Brasil Producer Cecilia Taioli, Ogilvy Brasil Mauricio Granado, Ogilvy Brasil Account Supervisor Camila Porto, Ogilvy Brasil Samia Paz, Ogilvy Brasil Entered By OGILVY BRASIL São Paulo C01/013 NEW ZEALAND BEST INTEGRATED CAMPAIGN LED BY PROMOTION AND ACTIVATION Title ORCON + IGGY POP Advertiser ORCON BROADBAND Product/Service BROADBAND Promo/Advertising Agency, City SPECIAL GROUP Auckland Creative Director Tony Bradbourne, Special Group Rob Jack, Special GroupHeath Lowe, Special Group Managing Director Michael Redwood, Special Group Agency Producer Sascha Mortimer, Special Group Interactive Producer Hamish Wanhill, Special Group Project Manager Jules Pakenham, Special Group Strategic Planner Claire Beatson, Special Group Media Strategist Sean McCready, Special Group Director/Director Of Photography Darryl Ward, Curious Film Executive Producer Matt Noonan, Curious Film Editor Luke Haigh, Curious Film Producer Andy Mauger, Curious Film Flame Nigel Mortimer, Curious Film Audio Engineer (USA) Alfred Figueroa, Crescent Moon Miami Audio Engineer (NZ) John Cooper, Liquid Studio Jordan Stone, Roundhead Studio Head of Brand & Communication Duncan Blair, Orcon Head of Sales & Marketing David Joyce, Orcon Chief Executive Officer Scott Bartlett, Orcon Entered By SPECIAL GROUP Auckland C01/017 AUSTRALIA BEST INTEGRATED CAMPAIGN LED BY PROMOTION AND ACTIVATION Title LAMBASSADOR Advertiser MEAT AND LIVESTOCK AUSTRALIA Product/Service LAMB Promo/Advertising Agency, City BMF Sydney Executive Creative Director Warren Brown, BMF Copywriter/Associate Creative Director Dennis Koutoulogenis, BMF Art Director Jake Rusznyak, BMF Agency Producer Jenny-Lee Archer, BMF Account Director Rebecca Booth, BMF Account Manager Louise Mawer, BMF Strategic Planner Gerry Cyron, BMF Producer Nicola Patterson, Jungleboys Director Trent O’Donnell, Jungleboys Scott Pickett, Jungleboys Director Of Photography Hugh Miller, Jungleboys Editor Paul Swain, Jungleboys Sound Design Paul Taylor, Sound Reservoir Post Production Emerald City Managing Director (New York) Scott Laine, Universal McCann Client Service Manager (Sydney) Natalie Harvey, Universal McCann Account Manager (Sydney) Hugo Cutrone, Universal McCann Account Director Sarah Mason, Hausmann Public Relations Agency Senior Account Manager Jennifer Williams, Hausmann Public Relations Agency David Thomason and Janice Byrnes, Meat and Livestock Australia Entered By BMF Sydney C01/105 UNITED KINGDOM BEST INTEGRATED CAMPAIGN LED BY PROMOTION AND ACTIVATION Title SANDWICH Advertiser PEPSICO Product/Service WALKERS CRISPS Promo/Advertising Agency, City ABBOTT MEAD VICKERS BBDO London Entered By ABBOTT MEAD VICKERS BBDO London

44_AD:Lions 22/06/10 23:24 Page44

)

))) )))

)))

)

Promo & activation +D+z:25•01 front 22/06/10 22:30 Page46

PROMO & ACTIVATION

Vouchercloud, an iPhone app that delivers discount vouchers to mobile handsets

utlook is good for romo... SOCIAL NETWORKING SITES AND OTHER DIGITAL PLATFORMS HAVE GIVEN PROMO AN AURA OF RESPECTABILITY. BUT EXPERTS ALSO ARGUE AGAINST DISCARDING SCRATCH CARDS AND DISCOUNT VOUCHERS, AS JULIANA KORANTENG DISCOVERS

TUESDAY, JUNE 22, 2010

Promo & activation +D+z:25•01 front 22/06/10 22:30 Page47

PROMO & ACTIVATION

FOR BETTER or for worse, promotion marketing has traditionally been positioned as the bridesmaid, never the bride, of sexy and expensive TV spots, glamorous glossy magazine ads and even billboards’ bold inyour-face messages. It hasn’t helped that sales promotions, scratch-card competitions, retail vouchers, coupons and other printed material publicising in-store events, samplings and tie-ins were associated with the anonymous junk mail shoved into letter boxes. Once the novelty wore off, even experts began to point out that viral marketing is a phenomenon, not a strategy. At this year’s Cannes Lions Promo & Activation competition, the new name for the Promo Lions, the industry aims to show that the division between above-the-line marketing and below-the-line is becoming increasingly blurred. What matters are the strategy and creativity that evoke consumer activation — successful promotions must inspire consumers to engage and participate in the brand’s message. Digital platforms, from social media networks to mobile phone vouchers, are gradually allowing marketers and their agencies to activate campaigns in a way they could not have done even two years ago. “For many consumer-packaged goods and retailer marketers, digital is at the heart of many campaigns today, [as opposed to] being an extra addon,” says Tina Manikas, global retail, promotions officer at US-based Draftfcb, and the Promo & Activation Lions jury president. “Social media is the most natural channel for promotion, and many marketers today are leveraging social media to seed and turbo-charge engagement. The pass-along participation value [of sharing experiences], if you hit it right, can be exponential. And it can be economical.” She cites recent efforts that demonstrate how digital media not only facilitated a promotion’s execution but also raised the standard of the required creativity: ‘The hero’ for Radiotjanst (Sweden’s public broadcast licence fee collector); ‘Got milk’ for MilkPEP (Milk Processors’ Education Program) in the US; and fast good giant McDonald’s global Avatar initiative.

Greg Titeca, creative director/founding partner of Belgium-based agency Happiness Brussels, agrees that digital media’s impact is a positive one. “It makes the response faster, easier, and the data collection more detailed. Today, it’s easier to target and activate different communities, even small ones. We know where they are, and we know what they’re like, what they follow, and the kind of offers they are interested in. And the information is updated every second.” In fact, digital technology has compelled the industry to return to its core mission and skills, argues James Daniels, Euro RSCG South Africa’s executive creative director: “Twitter and Facebook have made it easier to talk directly to the consumer and get instant feedback. It’s as if we have gone back in to the days of the doorto-door salesman. You are [virtually] talking to the consumer face-to-face.” In this brave new world of digitally focused promotions, marketers and their agencies accept that consumers are now just as empowered as the message pushers are, if not more so. The interactivity and accessibility of new-media platforms allow the target audience to comment on products or services on offer plus the promotion’s strategy. “Now that (consumers) are making more considered purchases, promotion truly helps add to a brand’s value when it counts most,” Draftfcb’s Manikas says. “But you cannot force social; your target audiences have to naturally find it worthy to join and add your programme to their lives.” Guy Bradbury, DDB UK’s direct creative director, concurs: “Brands are beginning to realise that if they create a rewarding experience for their audience or they give their audience something really useful, then they will talk about it and pass it on to their friends.” Rob Sweetman, vice-president/creative director at Canadabased Cossette West, calls it the “good will component” on the consumer’s part, which spurs the targeted audience to want to spread the good news about the brand’s mission. An example is last year’s Monopoly board game-themed campaign for McDonald’s, which Cossette West created in

Euro RSCG’s James Daniels

JAMES DANIELS: “TWITTER AND FACEBOOK HAVE MADE IT EASIER TO TALK DIRECTLY TO THE CONSUMER”

Canada. It offered all-day free parking space to commuters. “It had a good-will component because people wanted to text their friends about the free parking or tweet about it. People are willing to share positive experiences, even if they know it is an ad,” Sweetman says. In the UK, promotion agency Invitation Digital has persuaded more than 3,000 national retailers and commercial service providers to adopt its mobilevoucher scheme Vouchercloud. This is an iPhone app that delivers discount vouchers to mobile handsets so that customers can use location-based technology to discover the participating stores’ promotion offers. The vouchers are >>> TUESDAY, JUNE 22, 2010

Promo & activation +D+z:25•01 front 22/06/10 22:30 Page48

PROMO & ACTIVATION

RICKARD VILLARD: “I HOPE WE HAVEN'T SEEN THE BEST CREATIVE IDEAS OF HOW TO USE PAPERBASED VOUCHERS, COUPONS AND LOYALTY CARDS”

Lowe Brindfors’ Rickard Villard

redeemed at the stores’ nearest branch. Through publicity alone, Invitation Digital has recorded more than 400,000 downloads of its app software since Vouchercloud’s launch in February. Invitation Digital is capitalising on marketers’ enthusiasm for paperless solutions, says managing director Greg Le Tocq. He points out that sister company Invitation Book offers merchants paper-based discount voucher services. But that requires approaching every single local branch to gain national reach. “By creating a digital platform, we only needed to speak to one guy instead of going through all the local branches.” In some cases, digi-

tal has been integrated into offline platforms in very creative ways. Vijay Singh, managing director/creative director at India’s 141 Sercon, was impressed by a campaign from Spanish agency FullSIX for fashion brand Diesel in May. Diesel installed computers inside mirrored photo booths in its Spanish stores. These allowed customers trying out Diesel attire to have their pictures taken, log into their Facebook accounts, and promote the Diesel look by sending the photos to their network of friends. Singh also admires the Cheil Worldwide-created promotion of Samsung’s new NX11 camera, for which a giant blue ship-

ping container was converted into a huge camera. Passers-by could insert a coin into a slot, stand in front of the lens while a friend climbed on to the top of the “camera” to jump on the shutter release. The photograph automatically appeared on a giant cubic billboard on top of nearby office block. However, some brand owners can miss the point of digital promotions, DDB UK’s Guy Bradbury says. “Not all brands get this and instead use social media to set their own agenda to sell products without rewarding people for their time. This leads to promotions that simply don’t get traction.” This should prompt agencies to make every effort to fend off the “shiny toy syndrome” that some marketers can suffer from, Rob Sweetman, of Cossette West, advises. “Some will come to us and say ‘We need YouTube’ or ‘Get us on Twitter’ for random reasons. Or you have to ask them whether they really need to spend $2m on a micro-site.” But the days of offline promotions, paper-based scratch cards, vouchers, coupons and retail loyalty cards are far from

Publisher of Lions Daily, lionsdailynews.com and LionsWinners

www.boutiqueeditions.com TUESDAY, JUNE 22, 2010

Promo & activation +D+z:25•01 front 22/06/10 22:31 Page49

PROMO & ACTIVATION

over. In fact, some agency executives hope we haven’t seen the last of them. “It is not about online or offline and it is not about paper or non-paper. It is rather about intelligent and insightful ideas executed to perfection,” says Rickard Villard, executive creative director at Sweden’s Lowe Brindfors. “So, I hope we haven't seen the best creative ideas of how to use paper-based vouchers, coupons and loyalty cards.” The fact remains that while digital services may be the fastest-growing media platforms, the world is still going through a transition phase. There remains a significant portion of the global population that does not have immediate access to the internet

to the above-the-line campaign and that one should do it when low on budgets,” Singh says. “Brands are turning to promotional marketing not only because it is economical, but also because it can also provide more quantifiable results.” Promotion and activation are most effective within an integrated campaign, says Germany-based Alex Schill, COO/partner at Serviceplan Group. “Above-the-line and promo marketing have traditionally followed two different targets. One is stronger on brand building, and the other can push sales in a short space of time and activate an immediate action. But they belong to each other.” Rob Strasberg, co-CEO/chief

ROB STRASBERG: “EVERYONE NEEDS TO SHOW OFF THEIR ROI” or smartphones, and there are businesses that still need the right infrastructure. “I don’t believe vouchers, coupons and loyalty cards are over,” Bradbury says. “Well, not yet. Obviously, it won’t take long for loyalty schemes to appear via an app on your iPhone. But supermarkets haven’t put the technology in place yet. And it will take a huge investment from them to change overnight.” Despite the global recession, agencies are adamant that clients have not used promotion strategies to cut costs. “There have been too many misconceptions about promo marketing, the largest among them being that you need to do it as a mere extension

creative officer at US agency Doner, understands why brands might opt for promotion during difficult economic times. “Not because it’s more economical, but because everyone needs to show off their ROI. Chief financial officers are running a lot of companies these days and if you can prove that what you’re doing is clearly working, there’s more money for marketing and for challenging ideas.” The downturn has certainly forced some disciplined thinking. As Villard says: “To me, the global recession has, and is, rather a great opportunity to push us all to change patterns, to be proactive (instead of doing) what is considered safe.” I

Doner’s Rob Strasberg

),/0 ,1 ),/0 ,1

looking locations? ooking o for some e awesome loca ations?

www.scottishscreenlocations.com www.sco ttishscreenlocation ns.com

TUESDAY, JUNE 22, 2010

Promo & activation +D+z:25•01 front 22/06/10 22:31 Page50

PROMO & ACTIVATION

g n i l l Se t o h e lik . . . s e cak

AGENCY EXPERTS’ PICK OF THE BEST PROMO CAMPAIGNS MARKETER: ALBION BAKERY CAMPAIGN: BAKER TWEET Activation Goal: Launched last year, the concept enabled London-based Albion to tweet customers about the cakes and other baked goodies immediately they came out of the oven, allowing its loyal and new customers to arrive in time for their freshly baked snacks. AGENCY:POKE LONDON MARKETER: BURGER KING CAMPAIGN: WHOPPER SACRIFICE Activation Goal: This rather mischievous 2009 campaign saw Burger King offer Facebook subscribers a free Angry Whopper burger if they sacrificed 10 “friends”. They had to tell the friends personally that they had been abandoned before filling in a form that guaranteed the free fast-food coupon. More than 200,000 friends were dumped within a week before the agency agreed to Facebook’s request to terminate the campaign. AGENCY:CRISPIN PORTER + BOGUSKY MARKETER: RADIOTJANST (SWEDEN’S PUBLIC BROADCAST LICENCE FEE COLLECTOR) CAMPAIGN: THE HERO Activation Goal: Instead of preaching that failure to pay for the annual TV licence was a criminal offence, this promotional crusade found a fun interactive way TUESDAY, JUNE 22, 2010

to deliver the same message. It rewarded those who paid with a starring role in their own online blockbuster movie. This was done by inviting them to upload their photographs on to the www.tackfilm.se/en website, where they were the movie’s heroes. Thanks to the buzz generated via social media networks, the site got more than 17 million unique visits from 230 countries by February this year the organisation had gained 2,500 new local licence fee subscribers online instead of the predicted 500. AGENCY:DRAFTFCB, SWEDEN

MARKETER: MILKPEP (MILK PROCESSORS’ EDUCATION PROGRAM) CAMPAIGN:GOT MILK Activation Goal: To highlight the US nationwide MilkPEP campaign to encourage mothers to use cow’s milk for strong, healthy families. Facebook was used to direct subscribers to relevant sites that gave away free virtual Great Gallon Give vouchers to be redeemed at retail outlets. Once inside the stores, a mobile phone could be used to participate in competitions to win a year’s supply of milk. AGENCY: DRAFTFCB, US MARKETER: MCDONALD’S CAMPAIGN: MONOPOLY Activation Goal: To announce the return of its Monopoly board-game sweepstake campaign, McDonald’s brought the game’s Free Parking to west-

ern Canada by buying up numerous parking spaces in big cities. For several days last October, local radio stations and billboards announced where to find the McDonald’s-sponsored all-day free parking lots. When the motorists arrived, they were greeted by McDonald’s street-team members who gave them a Monopoly card and directed them to the nearest outlet. AGENCY:COSSETTE WEST

MARKETER: MCDONALD’S CAMPAIGN:ONLINE GAMES LINKED TO 3D MOVIE AVATAR Activation Goal: McDonald’s, Oscar-winning director James Cameron, and Hollywood studio Twentieth Century Fox joined forces to launch an online global promotion linked to the 3D film Avatar. Through a series of McDonald’s-sponsored online games (PandoraQuest, McD Vision, and PandoraROVR), the fast-food chain’s customers had exclusive access to specially created Avatar content on McDonald’s local websites worldwide. AGENCY:AKQA; ARC WORLDWIDE; DDB MARKETER: STEINLAGER BEER (NEW ZEALAND BREWERIES) CAMPAIGN: WIN NICK’S LIFE Activation Goal: This pioneering digital promotional campaign, to introduce Steinlager to the US, kicked off in 2007 via a spoof series of websites

Promo & activation +D+z:25•01 front 22/06/10 22:31 Page51

PROMO & ACTIVATION that invited a “lucky” American to win the prize of a lifetime: to live the life of the lacklustre Nick, who works at Steinlager’s brewery in New Zealand. This invitation was accompanied by a series of hilarious online commercial spots showing off New Zealand’s magnificence, even if it meant living with Nick’s dysfunctional family, friends and girlfriend. AGENCY:DROGA5

MARKETER: TOURISM QUEENSLAND CAMPAIGN: THE BEST JOB IN THE WORLD Activation Goal: Last year’s most talked-about job recruitment promotion — and inaugural Lions PR Gold winner — was for the Australian state of Queensland’s tourism board. The appointment: to be caretaker of beautiful Hamilton Island on the Barrier Reef with its permanently sunny climate, white sand beaches and crystal blue sea. In return, the successful applicant had to record a weekly blog describing life on the island and its neighbouring landscapes for six months. Salary: A$150,000 (US$125,366), free luxury accommodation and all expenses paid. The millions of dollars worth of free publicity attracted more than 34,000 applicants worldwide. AGENCY:NITRO MARKETER: SAS GROUP (SCANDINAVIAN AIRLINES) CAMPAIGN: GLOBE OF FORTUNE Activation Goal: This Wheel of Fortune-themed campaign asked Facebook visitors to spin a virtual globe and win a free trip to any Scandinavian city that

their marker landed on. The competition’s participants also span the same globe to determine which of their Facebook friends would accompany them. AGENCY: CRISPIN PORTER + BOGUSKY

MARKETER: VOLKSWAGEN CAMPAIGN: THE FUN THEORY Activation Goal: Volkswagen sponsored a series of campaigns in Sweden that used entertainment to persuade people to be environmentally friendly citizens. For example, to encourage commuters to choose the healthier option of stairs instead of escalators at a Stockholm subway, Volkswagen paid for the staircase to be converted into a giant piano that made music as people used it. A video of the commuters’ delighted reaction, bearing Volkswagen’s logo, was posted and shared on YouTube. Observers noted that more people used the stairs than the escalator. A competition also offered a €2,500 prize to consumers who suggested similar imaginative healthy-lifestyle experiments. AGENCY: DDB STOCKHOLM MARKETER: VOLVO CARS CAMPAIGN: VOLVO HOLIDAYS Activation Goal: Based on South Africans’ love of driving to various destinations, usually coastal towns, for their Christmas holidays, this 2009 campaign kicked off on TV. It then directed consumers to a website where they interacted with the brand through competitions to win a Volvo or free holiday, and receive free check-ups, safety tips, travel ideas, and play online games. AGENCY: EURO RSCG SOUTH AFRICA

WWW.LIONSDAILYNEWS.COM UPDATED ALL DAY, EVERY DAY

THE OFFICIAL CANNES LIONS NEWS WEBSITE TUESDAY, JUNE 22, 2010

D2-52-53-NETHERLANDS+D:25•01 front 22/06/10 22:25 Page52

NETHERLANDS 180 Amsterdam is the agency for FIFA partner Adidas

The Netherlands aims high CREATIVES IN CANNES WILL ALSO HAVE THEIR EYES ON THE WORLD CUP IN SOUTH AFRICA. AND THAT EVENT HAS ALREADY RAISED CREATIVE STANDARDS IN AMSTERDAM, SAYS SUSANNE VAN NIEROP, OF ADFORMATIE ABOVE ALL, this is World Cup year in advertising. Two of the biggest and most admired campaigns, for Nike and adidas, were created in Amsterdam. Of course, Cannes Lions is the event of the year for the ad industry. But every four years ads have a big competitor for attention: football. In most creatives still hides a little boy dreaming of becoming the new Messi, Drogba, Rooney or Sneijder. So this week they will have their eyes on two screens; to get inspired by the most glorious ads and to see their heroes score on the pitch. The most important battles will take place in the stadiums of South Africa, but another important one started weeks ago on Facebook and in other media: the battle of the brands. The two biggest sport brands, adidas and Nike, have launched their biggest campaigns in years and aim to win the hearts of football fans around the world. It can’t be a coincidence that the ideas behind these camTUESDAY, JUNE 22, 2010

paigns were created in the Netherlands, a football-minded and creative little country. 180 Amsterdam (adidas’ creative agency) and Wieden+Kennedy Amsterdam (Nike’s) are both located at Herengracht, so it takes little imagination to visualise the canal as a playing field where both agencies played their own match. But it was definitely more than a game. Both agencies worked their asses off to get their clients to the next level in advertising. For 180 the job started right after the World Cup in 2006. As official FIFA partner, adidas gets to design the match ball.180 Detail was directly involved in developing the ‘Jabulani’, the colourful match ball which can best be described as African design meets German engineering. The 11 colours on the ball not only represent the 11 players in every team but also the 11 official languages of South Africa and the 11 South African tribes that make the country one of the most ethnologically diverse on the African continent.

“SNOW IN MADRID MEANT WE HAD TO RESCHEDULE EVERYTHING” 180 Detail took the form of the ball and translated it into a completely new font which is used in all communication. Adidas didn’t choose to have one big communication peak, probably because the media budget isn’t as big as other competitors’. Part one of the campaign was launched in 2009. In ‘The spark’, film and football icon Zinedine Zidane started his search for the real football heroes and he found “the spark” in Lionel Messi. The story is visualised in a graphic novel style. 180’s executive creative director, Andy Fackrell, says: “We got inspired by martial arts and Japanese manga, and chose to tell the story in a graphic novel style. People expect a lot from a brand like adidas and we’ve used doc-

umentary style before, so we really wanted to create something completely new.” Throughout the year Zidane’s search continued and he found player types such as The Powerhouse, The Lightning Striker and The Maestro, all presented as superheroes. The second big moment took place during the second week of May this year with the launch of ‘Fast v fast’, built around the introduction of the super-light F50 adiZero boot. Fackrell explains: “Zidane drives to the stadium in an old racing car and he represents speed without the ball. Messi and Villa are on the pitch and they represent speed on the ball. There’s both a dark and a light side in the film also because the lines between what’s

real and what’s not are blurry. This keeps it interesting to watch.’ The smart thing about the storytelling element in the adidas campaign is that it has mileage and it doesn’t even have to end after the World Cup. ‘Fast v fast’ is also an introduction to the rivalries we will be seeing on adidas.com/football and Facebook during the World Cup. Based on what happens in real life, adidas will “match up” players and teams, so if Argentina plays England, you will get Messi “The Spark” against Gerrard “The Powerhouse”. “For this year’s World Cup, we are putting fans in the driving seat through this social media experience,” Fackrell says. “Choosing from 32 players in 32 countries, fans can follow their hero through the tournament, winning points and prizes when he does well. But there can only be one winner, and that is for the fans to decide.” Nike and Wieden+Kennedy

D2-52-53-NETHERLANDS+D:25•01 front 22/06/10 22:25 Page53

NETHERLANDS

Nike amazed with the three-minute film directed by Hollywood director Alejandro González Iñarritu

Holland’s biggest supermarket has introduced Beesies, little worm-like animals in the colours of the national flag and orange

DUTCH MADNESS THE WORLD Cup means big business, especially in the Netherlands. The Dutch like to call themselves down-to-earth, but as soon as our national team puts on the orange jerseys, all common sense is gone. The famous Dutch saying “Act normal, that’s crazy enough” doesn’t apply to the period during which the Dutch team plays. Everything is allowed including redecorating streets and dressing up in orange, using items such as horns, crazy hats and furry animals. No wonder every single retailer, beer brand and even charity introduces its own promo. Some examples of this year’s promotions: The Bavaria Dutch dress: an orange dress specially designed for women. Bavaria recognises that watching football is not just a guys’ thing, it’s also a social event and the ladies want to look as astonishing as ever. The Heineken Pletterpet: a hat based on the South African makaraba, a funny helmet which South Africans wear during football matches. Heineken built in a loud trumpet. Albert Heijn Beesies: Holland’s biggest supermarket has a good track record in promotions. This year it introduced Beesies, little worm-like animals in the colours of the national flag and orange.

took another road. Of course there were Nike football ads launched over the last year, like the spot for the Mercurial Vapor Superfly boot, but they were put in the shade by the ‘Write the future’ campaign that was introduced in fragments on Facebook, and aired on the night of the Champions League final. Nike amazed with the three-minute film directed by Hollywood director Alejandro González Iñarritu (21 Grams, Babel). Nike not only involved famous football players but also worked with special guests such as tennis legend Roger Federer, basketball superstar Kobe Bryant and even Homer Simpson. The film shows the visualisation of players and the positive and negative impact a

single move can have. “It was a monster production,” says creative director Eric Quennoy. “We shot it in the middle of the league, we were slaves to the tight schedule of the players. Our producers did a glorious job because it was a logistical nightmare. Snow in Madrid meant we had to reschedule everything.” Wieden+Kennedy produced hundreds of scripts before the final idea, written by W+K Londen’s creatives Stuart Harkness and Freddie Powell, came up. Creative director Mark Bernath says: “Nike pushes us until everybody is sure there’s nothing better. We have to bring them to a higher level every single time.” The commercial has an extra Dutch flavour to it because of the music. Nike

and W+K chose the classic track Hocus Pocus, from the Dutch band Focus. Massive Music updated it to 2010 and made sure the track fits to every single second of the edit. The commercial marks the first stage of a journey that will ultimately see fans around the world write their own future through experiences that put them at the centre of the action. This month, fans will be able to live like their heroes through an experience on nikefootball.com that generates ripple videos and visuals from their own photos and information, placing them at centre stage. Footballers can then use this to build their own Facebook campaign to get noticed and selected for The Chance — an

elite Nike Academy football camp in partnership with the Barclays Premier League in England that allows players to get scouted and get noticed at the highest level of the game. The Nike and adidas campaigns do not look alike and both brands followed their own strategy, but there are some similarities. Both brands use a platform that wasn’t really there during the last World Cup: Facebook. It seems that Facebook is the new medium to reach the mass audience. And, although there is a big bought-media component in both campaigns (Nike seems to have more budget for media), the main drivers behind both are PR and social media. That’s why the winner of the battle between the brands will always be the audience. I

www.globalmediaupdate.com ...global media news, 24 hours a day, 7 days a week...

TUESDAY, JUNE 22, 2010

issue 1 VISIT THE DEN:25•01 front 22/06/10 01:36 Page54

PUBLISHED BY BOUTIQUE EDITIONS - WWW.LIONSDAILYNEWS.COM

SUNDAY, JUNE 20TH 2010

CANNES CHANGE

TODAY’S SEMINAR PROGRAMME 10.00 LBI PRESENTS: NEWFOUND POWERS: THE PRIVATISATION OF SOCIAL ENGINEERING Chris Clarke and Lorenzo Wood present LBi’s manifesto for leadership in the post-digital world

11.00 DIRECTORY PRESENTS: STUFFED, STAMPED AND LICKED Mail may not be on the bleeding edge of media, but it’s still one of the most powerful if used inventively. Directory’s Patrick Collister explains why 12.00 ABEDESIGN PRESENTS: DESIGN IN BRIC COUNTRIES Design will be central to helping the BRIC countries — Brazil, Russia, India and China — to position themselves as competitive creative economies, says Abedesign’s Luciano Deos

13.00 WGSN PRESENTS: THE TRIUMPH OF BEAUTY What will be driving the consumer landscape in 2012? WGSN reveals the emerging consumer trends that are shaping design and product development

14.00 TEXTAPPEAL & COLUMBUS PRESENT: DIGITAL ACROSS CULTURES: SUSPERGLOBAL OR HYPERLOCAL? The instant global spread of messages is one of the most exhilarating aspects of digital. But beware: what works in Toronto may cause panic in Tokyo 15.00 TRIBAL DDB PRESENTS: THE MEEK HAVE INHERITED THE EARTH Tribal DDB’s Matt Ross examines the power of social media and where it will all end 16.00 SAPIENTNITRO PRESENTS: CUSTOMERS ARE FROM MARS, BRANDS ARE FROM VENUS SapientNitro explores ways of infiltrating consumers’ lives and peer connections — and turning insights into ‘experience journeys’

17.00 MAINWARING CREATIVE AND INTERCULTURE PRESENT: THE HOW OF SOCIAL MEDIA Social media is transforming advertising. Alec Ross and Simon Mainwaring offer make-orbreak lessons in today’s most powerful instrument of change ALL SEMINARS ARE IN THE DEBUSSY UNLESS INDICATED

Mark Zuckerberg

Yoko Ono

Ben Stiller

Media A-list drawn to ‘festival of creativity’ CREATIVITY in an even wider spectrum than before is focusing the media world’s attention on Cannes this week. About 8,000 delegates — nearly 40% more than last year — will be able to immerse themselves in more than 50 seminars featuring legendary names from the worlds of media and entertainment. Among the stars shining in Cannes will be cutting-edge multimedia artist Yoko Ono, speaking on Friday at the annual Grey New York music seminar. Following in the footsteps of Donovan, John Legend, Tony

Bennett and Little Steven Van Zandt, she will discuss with Tim Mellors, vice-chairman and worldwide chief creative director of Grey Group, the impact of music on brands. At the Yahoo! seminar on Tuesday, under the banner Laugh, Connect And Debate, Hollywood star Ben Stiller, advertising legend Jeff Goodby and Yahoo!’s chief marketing officer Elisa Steele will explore comedy, creativity and commerce. Mark Zuckerberg, creator and CEO of Facebook — and now, at the age of 26, Cannes Lions Media Person Of The Year —

takes the seminar stage on Wednesday to reveal the impact that his social-networking phenomenon has had on advertisers and consumers worldwide. Keith Weed, newly installed chief marketing and communications officer at Unilever, will pick up the company’s award as Advertiser Of The Year and take part in The Cannes Debate on Friday. He will be probed by Sir Martin Sorrell, CEO of WPP Worldwide, on global marketing and specifically advertising and marketing priorities >>> TURN TO PAGE 5

Film Craft joins awards line-up FIFTY-seven years after its inception, the Cannes Lions International Advertising Festival is acknowledging the importance of the craft of filmmaking with the launch of a new competition category. The inaugural Film Craft award will honour and recognise the skills required for creating commercials for today’s myriad audiovisual media platforms. While the established Film Lions competition has celebrated

INSIDE

the endless evolutions in brand creativity, the new Film Craft category will emphasise the dexterity behind film production, directing, cinematography, editing, music, copywriting, sound design, special effects and animation in commercials. “This new category is going to define something new for future generations of filmmakers to measure themselves by,” says Jon Kamen, president and CEO @radical.media’s Jon Kamen

FESTIVAL NEWS P1 -5 FOCUS ON BELGIUM P7, 9 SCREENINGS P16

ADVERTISE Interested in advertising in the Lions Dailies or on lionsdailynews.com? Contact Jerry or Lisa at the sales office on level 01 of the Palais des Festivals.

Tel: 04 92 59 01 91 jodlin@boutiqueeditions.com

>>> TURN TO PAGE 5

AFTER last year’s ‘reset’, both for the industry and for the Cannes Festival, 2010 promises to be another year of change. We have many new initiatives, such as our two-week Creative Leaders programme which sees students arrive in Cannes after their week in Berlin to continue their studies. The Young Marketers competition kicks off, with young clients from around the world aiming to prove that without great clients, there is no great creative work. Our new Film Craft section has received nearly 1,200 entries; and, this year for the first time, we will be honouring the Independent Agency Of The Year, as well as the best piece of not-forprofit work with the Grand Prix For Good. But as ever,

PUBLISHED BY BOUTIQUE EDITIONS - WWW.LIONSDAILYNEWS.COM

TODAY’S SEMINAR PROGRAMME 10.00 GOVIRAL PRESENTS: FROM HOLLYWOOD TO MADISON AVENUE GoViral’s Jimmy Maymann and Nokia’s Daniel Goodall set out the lessons agencies need to learn from Hollywood if they want to thrive in the new consumer reality 11.00 OGILVYONE PRESENTS: CAN YOU SELL, OR ELSE? What does salesmanship look like in the digital age? To find out, OgilvyOne launched a competition on YouTube, the winner of which will be unveiled today 12.00 ELECTRONIC ARTS (EA) PRESENTS: LEAN FORWARD: GAMING IS THE NEXT BIG THING Interactive entertainment is media’s new frontier — and EA is pioneering the way. As traditional media struggles to deliver, discover what’s going on in the dynamic world of gaming 13.00JWT PRESENTS: IDEAS PEOPLE WANT TO SPEND TIME WITH JWT’s Fernando Vega Olmos, Bob Jeffrey and Guy Murphy examine three game-changing initiatives and their impact on the industry 14.00 WUNDERMAN PRESENTS: WHERE DOES INSPIRATION COME FROM? Wunderman’s David Harris wonders whether there are common themes in sources of inspiration — and, if so, whether these can be distilled into a formula for creativity 15.00 SAWA PRESENTS (ESTEREL): THE CINEMA MEDIUM: CONNECTING TECHNOLOGY, THE AUDIENCE AND THE ADVERTISER Come and be entertained, engaged and amazed at the latest in cinema advertising technology 16.00 INITIATIVE PRESENTS: UNLOCKING THE POWER OF MOBILE Eric Bader and Sue Moseley present the findings of Initiative’s new global study into the consumer’s evolving relationship with mobile technology

Philip Thomas, Festival CEO

we won’t see the full scale of the changes until the Festival wraps up next Saturday — because it is during the awards shows and at the many seminars and workshops that we really see the way the industry is heading. The winners will point the way. The speakers will explore different futures. And the delegates will take away inspiration and knowledge that will change the way they work for ever. And as we begin the week, we can be certain of one thing at least. The world will look just a little bit different in seven days’ time.

17.00 CAMPAIGN PRESENTS: LESSONS FROM WHEN SOHO’S MAD MEN RULED THE WORLD Campaign’s panel asks what today’s high flyers can learn from the great British admen of yesteryear ALL SEMINARS ARE IN THE DEBUSSY UNLESS INDICATED

MONDAY, JUNE 21ST 2010

Festival at the interface of clients and creativity CLIENTS are attending the Cannes Festival in record numbers as the importance of creativity for brands becomes ever more important in the multiplatform world. “It’s been over the last five years or so that we have seen an explosion in the number of clients at Cannes,” said Cannes Festival CEO Philip Thomas. “This year, we will see close to 400 client companies attend the Festival, which is more than ever before. They are here for the same reason as everyone else: to see the greatest work in the world, to learn and to be inspired. It’s very positive for the industry, and all the agencies I speak to are delighted that clients are engaging in the sheer numbers they are.” Some of the biggest names in the consumer world are not only attending the Festival as observers, but are also hosting seminars and workshops to give creatives their perspective. IBM got together with EuroRSCG

Dana Anderson

4D yesterday to examine social media’s market impact. Electronic Arts, Coca-Cola, Kraft Foods, Procter & Gamble, Hewlett Packard, McDonald’s and Smirnoff are also hosting events at which they will explore how media fragmentation and digital interactivity have affected their market view. Kraft’s senior vice-president of marketing strategy and communications, Dana Anderson pointed out that, in three years, the company’s Cannes delegation had grown from five to

Keith Weed

20. Kraft’s Festival team would pass on lessons learned to colleagues, she added: “Even those who can’t come get to hear about what is a remarkable source of inspiration.” Keith Weed, chief marketing and communications officer at Unilever — the Advertiser Of The Year — said close clientcreative ties nurture “the trust required to foster the genuine strategic thinking, creativity and innovativeness that delivers both long-term brand equity and outstanding work”. I

Good idea for great charity work ONE OF the frustrations for jurors at the Cannes Festival has traditionally been that some of the most powerful and effective ads are for charities and not-for-profit organisations — and thus not eligible for a Grand Prix. That changes at this year’s Festival with the inauguration of the Grand Prix For Good. From this year onwards, the Cannes Festival will reward entries ineligible to win a Grand Prix in their sections because they are made for charities and public services. Each of the Gold winners in these categories across all entry sections

INSIDE

Bob Greenberg

will be judged by the Titanium & Integrated Jury, under the presidency of Bob Greenberg, president, chairman, CEO and global chief creative officer of R/GA. That jury will choose one piece to receive the Cannes Lions Grand Prix For Good, which will be presented during the awards ceremony on Saturday. The same ceremony will see the first presentation of another key award — that for Independent Agency Of The Year. The winner will be the independent agency that has amassed the most points across all entry sections. I

‘CURRENCY OF CREATIVITY’ STILL STRONG THE 2010 Cannes Festival has seen a very solid bounce back. Entries have grown 7% and delegates are in excess of 35% ahead of last year. Notwithstanding the economic difficulties, this should not entirely surprise us. The currency of creativity at all levels of our business has never been stronger, more relevant or more important — and where else can you get such an immersion of creative thinking and inspiration than at the Cannes Festival? It should not be forgotten that there are 600 journalists in Cannes this week, reporting to their markets back home, who sit anxiously awaiting the results. The agencies await the results, the clients await the results and, increasingly, the general public is aware of the results. It is a serious business and it is good to see that the seminars, of which there are over 50, and the workshops, of which there are over 25, are increasingly well attended. After all, it may be the south of France and there may be parties but, above all, the Cannes Festival is about business. And that means learning, inspiration and a focus on improving what we all do must be paramount this week.

Terry Savage, Festival chairman

YOUR NEWS Contact Julian Newby, the editor, at the Lions Daily News office in the editorial suite on level 01 of the Palais des Festivals to make an appointment.

TUESDAY, JUNE 22, 2010

Ad agencies urged to raise PR standards

Paul Taaffe

Tom Beckman

THE PR jury decided to deliver “a kick up the bum” to ad agencies by awarding a meagre 12 Gold and 31 Silver Lions, jury president Paul Taaffe said yesterday. Announcing that TBWA\ Chiat\Day of the US had bagged the Grand Prix with its Replay strategy for Gatorade, Taaffe said he was speaking for the entire jury in sending a rebuff to ad agencies. “The majority of entries were from ad agen-

cies who were making a statement that they felt comfortable in PR,” he said. But the jury had shown it disagreed by awarding no Lions in many of the key categories, because “the quality was not sufficient”. “Like the World Cup, the small countries have given the large countries a run for their money when it comes to creativity and good scoring,” added Taaffe, who is global chairman and CEO

Julie Winskie

Second Grand Prix for Gatorade

ALL SEMINARS ARE IN THE DEBUSSY UNLESS INDICATED

Tina Manikas

FESTIVAL NEWS P1-12 PR SHORTLIST P13,14 PRESS SHORTLIST P15-22 OUTDOOR SHORTLIST P24-30 MEDIA SHORTLIST P31-34 RADIO SHORTLIST P35-37 DIRECT SHORTLIST P39-41 PROMO & ACTIVATION SHORTLIST P42-44 FOCUS ON THE UK P45 PALAIS MAP P47 SCREENINGS P48

Tel: 04 92 59 01 89

PUBLISHED BY BOUTIQUE EDITIONS - WWW.LIONSDAILYNEWS.COM

James Daniels

INSIDE

Eric Fremont

Pablo Alzugaray

CELEBRATE Celebrate with the world’s best in the Winners Edition of the Lions News. Contact Jerry Odlin at the sales office on level 01 of the Palais des Festivals.

Tel: 04 92 59 01 91 jodlin@boutiqueeditions.com

0 L E V LE

EL V E L

3 L VE

4 L E LEV

5 L E LEV

PALAIS MAP:25•01 front 19/06/10 20:16 Page13

FILM LIONS SCREENINGS This schedule is subject to change. Grand Audi Audi A

Estérel