CommWords 01/10 Editorial 1 Spring Meeting Oporto 2 Home sweet home 4 Creative World 6
C3 Award 14 Creative Camp/Blog 15 Question time 16 Around Europe/Events 18
»
Welcome to the 5th CommWorld internal newsletter!
New year – new luck. However, seldom does luck simply fall in your lap – you have to work hard for it. Fortuna walks with the diligent and courageous, with those who take new paths, especially in “trying” times. Web 2.0 offers unlimited opportunities. Opportunities to break new ground and pave innovative and creative roads to us and our clients – in the Internet, too, there are still many areas to be explored. We simply have to leverage the new digital chances that every one of us brings along! Facebook is booming in France, and Germany is surfing the Twitter wave. The development and use of the digital world varies throughout Europe: what is completely new territory for some countries has already been long established in others. No other topic offers so many chances to learn from one another, discover new things and inspire
«
each other. And that is exactly the goal of the first-ever CommWorld Digital Camp, taking place at the beginning of March in Amsterdam. So let’s go! – it’s up to us. Let’s go forward together to success, with wind beneath our wings. And when everyone is talking about “recession”, we, who are all sitting in the same boat, have to simply stand up and blow into the sails ourselves. With that, I wish you all a great and successful 2010 – and lots of fun reading the fifth issue of CommWords!
Yours, Thomas Hans
01
PROUD ... / Agency CommWorld SPRING MEMBER MEETINGOF / Host
BBZ
Simple ideas work better.
At BBZ we work day and night to have bright ideas. Simple and effective ones. This is our philosophy, because we are a results oriented agency. As simple as that. What makes BBZ competitive? Simple: our experience. Our main competitive advantage comes from going deep when the subject is the knowledge of the portuguese market in different activities, from the business agents to its consumers. And when it comes to service, excellence is our aim and we use all our know-how to reach it. Just to help our clients to be as competitive as we are. What makes BBZ successful? Simple: our people. A young motivated team with a strong network of partnerships in strategic and complementary areas, all working together, everyday, to present clients a complete and integrated communication service. The brightest ideas and the most effective solutions to make brands sell in the market. Because the success of our clients is our success. What makes BBZ efficient? Simple: our work. In what concerns efficiency, nothing sounds better than listen to our clients opinion. According to a recent market research about „The Image of the Advertising Agencies in Portugal“, BBZ was evaluated up to the average among other agencies in the market, leading specially in the items related to creativity, strategy, client support, global vision of communication, integrated offer of communication services, media planning and good relationship price/quality. Our clients know that we are in love with brands and that shows in our work.
In 15 years BBZ built up a solid marketing and communication agency with a consistent, complete and audacious structure.
Consistent, because it is a real team, with effective internal communication. BBZ´s sustained growth is very related to its personnel stability. Complete, because it gathers a wide range of communication knowledge and expertise, allowing the agency to set up integrated marketing proposals, very effective and competitive.
BBZ Simple Facts Established:
1995
Management:
Vitor Tito
Total Employees:
21
Website:
www.bbz.pt
BBZ All in One Research and Strategy
Audacious, because it‘s perseverant attitude and its ambition lead BBZ to its very good position at the portuguese advertising agency ranking.
Marketing Advertisement Direct Marketing Promotions Event Marketing Media Consultancy and Buying Emergent Media
SPRING MEETING / Host Agency
These pages designed by
Oporto is Waiting
BBZ
Oporto is history and future. Is people and places. Is music and art. Is food and wine. Oporto is alive and is waiting for you, as host city for the CommWorld‘s Spring Meeting 2010. Come and discover it.
Oporto is History Oporto is where the Douro River meets the Atlantic Ocean. And according to the eminent poet Luís de Camões, Oporto is the origin of the name Portugal. So it‘s no surprise to find in the streets of Oporto the ancient memories and the future ones.
Oporto can be visited at any time of the year. The city attractions are not dependent on the climate but on tradition. Its architectural heritage, history, shopping, gastronomy and the Port wine can be enjoyed anytime of the year.
Approximately 300 km north from Lisbon (the capital) and 200 km south from Spain, Oporto - the second largest city of Portugal - is considered the „Capital of the North“, has a 270.000 population and is a strong economic and cultural centre.
Today the city is famous for the exceptional quality of its historical centre, classified as World Cultural Heritage by UNESCO, in 1996. By this time, the city underwent major urban refurbishments aimed at making it more pleasant to live in and more attractive to its visitors.
Its close affinity with the Douro River has ensured that its name will be forever linked to Port wine, its famous creation and one that greatly encouraged the city development.
With medieval, baroque, neoclassical, modernist and contemporary buildings, the city has carefully preserved its past, which it‘s now combined with a rich and diversified supply of cultural activities. It was
these features that led the European Union to choose Oporto as the European Cultural Capital in 2001, together with Rotterdam. A few years later, in 2004, Portugal held the organization of the European Football Championship. Taking advantage of the theme, BBZ organized the CommWorld Spring Meeting with some events occurring at the Estádio do Dragão - one of the stadiums built to the event. The Euro 2004 was considered by the UEFA as the best and with better organization ever.
Oporto is Alive Oporto is alive and kicking. Is full of great historical and cultural treasures and has places full of life and fun. Don‘t miss them! Museu de Serralves
Casa da Música
D.Maria Pia and Luís I Bridges
Designed by the famous architect Siza Vieira, it‘s exclusively dedicated to contemporary art.
A Rem Koolhaas‘ masterpiece built to mark Oporto‘s European Cultural Capital, and it is the first new building in Portugal entirely dedicated to music.
The first one was constructed by Gustave Eiffel‘s team and it‘s a steel masterpiece for trains, now deactivated. The Luís I, designed by Théophile Seyrig, it is also a great work of steel and was designed, in the 19th century, to link the banks of the Douro River. Nowadays, it serves both cars and metro circulation.
Ribeira‘s District
Foz
Oporto Downtown
The part that everyone loves, the postcard of the old Oporto. Anyone who comes to Oporto without visiting the Ribeira cannot truly be said to have been here at all. This unique neighborhood has an astonishing number of monuments, typical restaurants, bars, crafts shops and many curiosities. Here you will find the authentic “tripeiros“ (nickname given to the Oporto‘s natives). The port wine lodges are just across the bridge and there are everyday cruise trips up to the Douro River.
This is the place to live in Oporto. It is the most expensive area in the city and is where sandy beaches are alive all year round with bars and esplanades that make this place a popular meeting point.
Day and night, the city‘s center is filled with life, tasty restaurants, shops, monuments and people.
03
PROUD MEMBER OF ... / CommWorld
Home sweet home: My favourite accessoire in my rooms
Risto Bakhoff
“My latest favourites is tea infuser with pincers. Its very comfortable device for making tea of natural leaves instead of overpacked teabags. Its lightweigt design is also practical for backpackers like me. You can find it probably from your nearest teashop.” Risto Bakhoff, Designer; Kala Ruudus, EE
Svetlana Ofitserova “We love our style and we venerate traditions. Every year we present to our partners a soft compliment. It is a knitted toy hand made. The designer – Svetlana Ofitserova, our art director. Funny animals are symbols of coming year on the Chinese calendar. Toys already became the visiting card of Arabesque. Our constant clients collect them and wait for them before New year with impatience.“ Svetlana Ofitserova, Art Director, Arabesque, RU
04
PROUD MEMBER OF ... / CommWorld
Eva Barboric
Legendary Vespa “I always wanted to have Vespa. I caught myself being lost in dreams on many occasions. In my dreams I was driving in the streets of towns and cities. Just like Audrey Hepburn did in Roman Holiday. But, this year, my dream came true in a very special way. My friend, to whom I mentioned my dream, surprised me and bought me a vespa! Only it was a tiny one, a toy. This vespa now resides on a special shelf in my dining room. The parking space is still waiting in solitude for the real vespa which will take me to the streets of our town.”
Cat timer “This is the first item I bought for my new flat! The little cat was waiting in the box for a year before he was put on the shelf. Now, he is watching at me angrily. Well, for this reason he got my attention in the first place. I like his character. Cats are independent animals, just like myself (and maybe women in general). Until I buy myself a real cat, Cat timer will do. I like intelligent design with a sense of humour.” Eva Barboric, Art Director, Kompas Design, SI
Nina Zeilinger
Wendy Alexander
“My favourite accessory is without a doubt my iPod sounddock. Love the way I can get home and have my music on within 3 seconds. Might make me lazy but I still enjoy it nonetheless!!” Wendy Alexander, Project Manager, Cooks, NL
“My favourite thing in my apartment is this picture painted by myself. You can see the skyline of New York, can‘t you? My big wish is to visit this amazing city with my boyfriend. We have almost finished organizing our trip in august. In anticipation of this journey it‘s always a pleasure for me to see the painting every day and think about our upcoming adventure.” Nina Zeilinger, Graphic Artist, reklamebüro, AT
Eva Cichová “These photos are from my living room, where everything is colorful and cheerful. Especially proud we are of the striped wall; because it is the original indoor accessory :o) and we painted it by ourselves. It delivers energy and positive vibrations not only to us; also our guests can feel it‘s power, like to visit us and talk in the pleasant atmosphere, in a family way. The show case at the wall is destined for guard-angels, photos of family and friends and all the pink or green frou-frou, which I receive.” Eva Cichová, Account Manager, Progress Promotion, SK
05
CASES / CommWorld
Creative World Exciting insight into international work: we present case studies of the most important and interesting projects from our CommWorld agencies. Be inspired!
Shopping bag
Packaging
Ad
Stationery: pleasurefoods
Country: Germany Agency: pro-art werbeagentur GmbH Client: Pleasure Foods GmbH Category: Consumer Goods Food/Beverage Business Area: From trend-relevant, innovative creative concepts and their realisation to the skilful marketing of perfect brand worlds. Product: 7 Sonntage (7 Sundays cookies) Starting Situation: Developing a new premium food brand for the start-up company Pleasure Foods GmbH. Communication Goal: To build up high awareness for the premium brand “7 Sonntage” (7 Sundays) – designed for the new target group of “pleasure food enjoying people”. Communication Strategy: 1. New corporate identity / design / packaging 2. Implementing a viral “word-of-mouth” campaign 3. Storytelling PR strategy 4. Online marketing / online shop marketing Media Mix: Website, Print, POS, PR
www.7Sonntage.de www.pleasurefoods.de
Concept: Thekla Jakobi Creative Director: Thekla Jakobi Ads: Janina Kaiser, Philipp Thurow Copywriter: Julia Wesian Photographer: Ian Blasshofer Illustrators: Janina Kaiser, Philipp Thurow
CASES / CommWorld
Screenshot of the online price draw
Brochure
Packaging Rollerbox
Ad
Country: Agency: Client: Category: Business Area: Target Group: Product:
Germany pro-art werbeagentur GmbH SCHÖNOX GmbH Business to Business Construction chemicals / Flooring Professional tradesmen (flooring specialists and commercial flooring contractors) SCHÖNOX iFLOOR
Starting Situation: In commercial buildings, design PVC flooring is the hot trend. Thanks to its unlimited creative possibilities with photo-realistic images, for example of parquet or marble, PVC is used more and more frequently in doctor’s surgeries, rest homes, restaurants and boutiques – and even private homes too. To date, design flooring has been installed using so-called wet-bed adhesives or bonding sheets. Both options have been well established on the market for years, however they also have disadvantages when it comes to processing and the use of design flooring in future. Thanks to the introduction of SCHÖNOX iFLOOR rollable adhesive, floor layers can profit from a revolutionary new application procedure: ergonomic rolling while standing, instead of painstakingly applying adhesives or laying
sheets in a kneeling position. What’s more, there’s no waiting. After applying, the floor is immediately ready to be walked on. SCHÖNOX iFLOOR has taken many product characteristics which caused problems in traditional flooring procedures and turned them into tangible pluses for the floor layer – spurring the use of design flooring in future. Communication Goal: • To create a high awareness of the product among the target group • To inspire the target group, which tends to be rather traditional, to try the product and convince users of this revolutionary new application procedure Communication Strategy: SCHÖNOX iFLOOR is not simply one of several relaunches or just another addition to the product range. It’s a revolutionary adhesive that will completely change the way high-quality design flooring is laid. Viva la Rollution – with this differentiating motto and key visual of the roll in front of a “revolution-style star” in a wide range of media and at trade fairs, SCHÖNOX iFLOOR will inspire potential and existing customers alike. The product’s advantages will be presented to the target group by the sales force during customer visits as well as
at customer events (Rollution Live On Tour), whereby the dialogue will be extended online. A corresponding prize draw will ensure intensive contact with the main messages over a longer period of time. Media Mix: Ads, Informative Documents with Sales Arguments for the Sales Force (incl. lanyard with leaflet for the online prize draw), Customer Events (Rollution Live On Tour), Trade Fairs, Packaging with the Campaign Design and Giveaway (Rollution T-Shirt) and PR Concept: Creative Director: Art Director: Copywriter: Illustration and Artwork :
Hilde Wellen Thekla Jakobi Hilde Wellen Tim Klingbeil Janina Kaiser
07
CASES / CommWorld
Brochure
Country: Agency: Client: Category: Business Area:
Russia Arabesque Communication Group Satico Healthcare Japan cosmetic for hairs
Starting Situation: launches of new series of japanese cosmetic for hair Satico Communication Goal: to develop new series, to involve new consumers, to increase loyalty to products, to improve communications with distributors.
Communication Strategy: Arabesque developed creative concepts, design for annuals b2b and b2c catalogues, design of packs and for different advertising materials. Media Mix: Ad in glossy magazines, Print, POS, Sales Promotion Creative Director: Art Director: Copywriter: Photographer: Illustrator:
Elena Kesler Elena Savilova Elena Kesler Oleg Tserbaev Alexey Droshnev, Elena Savilova
ph. t.gesuato
CASES / CommWorld
Shopping bag
Ad: Beautiful, natural, clever. I’ve got a Rubner Haus in my mind.
Bella, naturale, intelligente. Ho in testa una casa Rubner.
Invitation Realizzata in legno, un materiale che guarda al nostro futuro e a quello dell’ambiente. Se anche tu hai in testa un’idea nuova di casa, visita il nostro sito.
www.haus.rubner.com
Country: Agency: Client: Category: Business area:
T. 0474 563333
Italy Gulliver Rubner Haus Durables Wood building construction
È LA STAGIONE GIUSTA PER PENSARE ALLA PROSSIMA STAGIONE.
Starting Situation: Rubner Haus is an important wood building costruction company, offering very high quality standards. The production of wood buildings is one of the very few segments of the Italian wood and furniture industry that has not suffered from the recession. This is still a niche sector in Italy because of Italian’s traditional diffidence towards the use of wood instead of masonry or concrete, but has grown further in last years thanks to the recent innovations in the production of engineered wood. Since this is quite a new market and there is not yet a market leader, Rubner Haus asked Gulliver to develop a communication campaign to promote the brand recognition and differentiation from the competition. Communication Goal: Rubner Haus aims to became the market leader both in market share and communication. Communication Strategy: A wood shaving became the key visual and was repeated in every communication element: advertising, catalogues, event invitation and so on. This made Rubner Haus very recognizable and differentiate from all other competitors. Media Mix: Ad, Direct Mail, Event, Website, Print, PR, CD Concept: Creative Director: Art Director: Copywriter: Photographer:
Fulvio Serasin, Nicolò Arban Fulvio Serasin Valentina Masullo, Silvia Compagno Nicolò Arban Tommaso Gesuato Catalogue
09
CASES / CommWorld
Calendar
Ad Invitation
Corporate identity
Country: Agency: Client: Category: Business area:
Russia Arabesque communication Group Family doctor Healthcare Multy-profile medical center
Starting Situation: Launching of a new clinic (medical center) Communication Goal: To create positive image of clinic for all family. Attraction of new clients on consultations and programs of annual service. Communication Strategy: Arabesque developed: system of corporate identity, creative concept, communication campaign. Arabesque realize communication campaign. Media Mix: Ad, Event, Website, Print, POS, PR, Indoor in Moscow subway.
10
Web
Creative Director: Art Director: Copywriter: Illustrator:
Polina Shageeva Svetlana Ofitserova Elena Kesler Nataly Bogomolova, Svetlana Ofitserova
CASES / CommWorld
Light up Mailing Ad
Searching for enlightened spirits Faber Flags. Show yourself.
Country: The Netherlands Agency: COOKS Incorporated Client: Faber Flags Category: Consumer Goods Non Food, B-2-B
Communication Strategy: A Contest for creatives of the netherlands, backed up by a Light-Up mailing with actual light up fabric and a small black light, ads in advertising magazines and a stand.
Starting Situation: Faber is a big manufacturer of flags and other promotional material made of fabric. They are not the biggest in their field, but intend to become the number one.
Media Mix: Ad, Direct Mail, Event, Website, Print
Communication Goal: COOKS launches the new campaign “Faber Flags. Show yourself”. The first part of the campaign is dedicated to a patented product called Light up. Special Inks in the fabric enable you to make flags that light up in blacklight. To get the attention of creatives all over the Netherlands Faber started the search for the most creative use of Light Up: The search for the “Enlightened Spirits”.
Concept: Art Director: Project Manager: Photographer: Illustrator:
oland Nelis R Roland Nelis Bram Verzijl Thuan Tran Roland Nelis
11
CASES / CommWorld
Country: Estonia Agency: Kala Ruudus Client: Open Estonian Foundation Category: Socials Our client needed a calendar for year 2010 to give away to their partners. It had to be of high quality and deep meaning. You can say the meaning even prevailed over the calendar function. This is why we came up with this custom made art calendar where every month was dedicated to one of the issues Open Estonian Foundation addresses. Education, democracy, freedom… Every picture concept was developed from suitable quote from someone famous that had struggled for the idea, from Kennedy to Bono and our late president. Concept: Kent Raju / Teele Strauss Creative Director: Kent Raju Art Director: Teele Strauss Copywriter: Kent Raju Illustrator: Teele Strauss
Country: Slovakia Agency: Progress Promotion Client: N estlé, Carpathia Category: Consumer Goods Food/Beverage Business Area: B2C Starting Situation: to prepare consumers competition, to invent principle of the competition Communication Goal: to sell more of Carpathia products, to be more visible via the creative competition, ads and valuable winnings Communication Strategy: during the 6 weeks of the competition time the competitors aged over 18 yr. (with the fixed stay in Slovak republic) have to buy Carpathia products (soup and broth) up the value 1,99 € and send an SMS with the bill code. The main price is 10x trips to Africa – to the world championship in soccer Media Mix: Ad, Print, POS, Sales Promotion, (wobblers, posters, floor stickers, visuals on exit checking gates, flyers into push-cart, stands, website and discussion forum…) Concept: Progress Promotion Art Director: Dolakova Milica Copywriter: Baratova Kristina Illustrator: Dolakova Milica, Lukacovic Miroslav
12
Head straight to football Africa! Together with the taste of Slovak soup
We are hungry for football! Buy and win the flights to Africa to the football championship Special logo “CARPAFRIKA” – connecting Slovak Carpathia and Africa, the place of football world championship
CASES / CommWorld
TV: Before you know it – they‘ve grown. Take care of their future today – with Unit-Linked insurance Fleks Junior. (See all three ads on: http://www.kompas-design.si/ustvarjamo/?akc=1328)
Ad: Before you know it – they‘ve grown. Take care of their future today – with Unit-Linked insurance Fleks Junior.
Before you know it – they‘ve grown.
Country: Slovenia Agency: Kompas Design Client: Triglav Insurance Company Category: Insurance services Business area: New Unit Linked insurance Product: Fleks Junior Starting Situation: Triglav Insurance Company wanted to launch a new product aimed at young parents or parents-to-be called FLEKS JUNIOR. It is the first totally flexible Unit Linked insurance for children with some attractive benefits for parents.
Communication Goal: Goals were set pretty high since the client wanted to talk to general population and through that create enough awareness and buzz to influence prime target audience (parents and parents-to-be). Communication Strategy: Since the basics for the most fruitful investment depends on its length, we wanted to convince our audience to start investing as soon as their child is born (or at least in the child’s first year). So we created a strategy that does/will constantly remind parents of a vivid life’s truth: Time really
flies when you’re having kids and they grow up fast. Before you know it – they’ve grown. Every parent can relate to that. So if parents want to help their kids go on their own they better start investing as soon as possible. Media Mix: TV, Radio, Ad, Direct Mail, Event, Print, POS, Sales Promotion ... Concept: CD: AD: Copywriter:
Kompas Design Aleš Ko cevar ˇ Eva Barbori cˇ Boštjan Vre car ˇ
C3 AWARD / CommWorld
*OEY #HESTNUT DIESJÂťHRIGER 'EWINNER IM (OTDOG 7ETTESSEN
Zum GlĂźck gibt es ÂŤgeschmackvollereÂť *OEY #HESTNUT DIESJÂťHRIGER 'EWINNER IM (OTDOG 7ETTESSEN *OEY #HESTNUT DIESJÂťHRIGER 'EWINNER IM (OTDOG 7ETTESSEN Wettbewerbe. Zum GlĂźck gibt es ÂŤgeschmackvollereÂť Zum GlĂźck gibt es ÂŤgeschmackvollereÂť Wettbewerbe. Wettbewerbe.
Grand Prix Eurovision de la rĂŠclame Grand Prix Eurovision de la rĂŠclame Grand Prix Zum Eurovision de la rĂŠclame ersten Mal in der Geschichte des C3-Award hat die
ren durchwegs positiv. Der deutsche Kollege scherzte, dass Zum ersten Mal in der Geschichte des C3-Award hat die ren durchwegs positiv. Der deutsche Kollege scherzte, dass das Feld des der C3-Award Juroren mittels Studenten positiv.es dem Vertreter aus scherzte, dem Nicht-EU-Land Schweiz einfalZum ersten Mal inKobalt der Geschichte hat die Kunden, ren durchwegs Der deutsche Kollege dass Kobalt das Feld der Juroren mittels Kunden, Studenten es dem Vertreter aus dem Nicht-EU-Land Schweiz einfalund Freunden, welche die Kampagnen aus den 18 Commlen mßsse, den Wettbewerb in dieser Form auszurichten. Kobalt das Feld der Juroren mittels Kunden, Studenten es dem Vertreter aus dem Nicht-EU-Land Schweiz einfalund Freunden, welche die Kampagnen aus den 18 Commlen mßsse, den Wettbewerb in dieser Form auszurichten. World-Partnerländern erweitert len undmßsse, damit die Gerne kommen derauszurichten. Chronistenpflicht nach und geben und Freunden, welche die Kampagnen ausbewerteten, den 18 Commden Wettbewerb in dieser wir Form World-Partnerländern bewerteten, erweitert und damit die Gerne kommen wir der Chronistenpflicht nach und geben CommWorld 9 ativeAward 200 Cre Repräsentativität wesentlich wurde das wir der Ihnen die Gewinnernach nachfolgend bekannt. Auf welchem World-Partnerländern bewerteten, erweitert undgesteigert. damit die Bis anhin Gerne kommen Chronistenpflicht und geben Repräsentativität wesentlich gesteigert. Bis anhin wurde das Ihnen die Gewinner nachfolgend bekannt. Auf welchem Gold Repräsentativität wesentlich gesteigert. Bis anhin wurde dasjener Agentur Ihnen die Gewinner Platz nachfolgend Auf welchem Voting von den Agenturmitgliedern vorgesich ihrbekannt. persÜnlicher Favorit befindet, darßber inforVoting von den Agenturmitgliedern jener Agentur vorgePlatz sich ihr persÜnlicher Favorit befindet, darßber inforMatthias Felder Voting von den Agenturmitgliedern jener Agentur vorgePlatz sich ihr persÜnlicher darßber infornommen, die im Vorjahr den Sieg nach Hause trug. miert Favorit Sie diebefindet, Gesamtrangliste. Und die Fotos der Verannommen, die im Vorjahr den Sieg nach Hause trug. miert Sie die Gesamtrangliste. Und die Fotos der VeranAccount Director nommen, die im Vorjahr den Sieg nach Hause trug.Personen, diemiert die Gesamtrangliste.kÜnnen Und die der VeranVon fßnfzig angeschriebenen nachSie einem SieFotos auf unserer Website www.kobalt.ch Kobalt AG, CH Von fßnfzig angeschriebenen Personen, die nach einem staltung kÜnnen Sie staltung auf unserer Website www.kobalt.ch Von fßnfzig angeschriebenen Personen, die nach einem staltung kÜnnen Sie auf unsererEinfach Websiteden www.kobalt.ch Zufallsprinzip ausgewählt wurden, haben sich dann am einsehen. roten C3-Button drßcken, schon erZufallsprinzip ausgewählt wurden, haben sich dann am einsehen. Einfach den roten C3-Button drßcken, schon erZufallsprinzip ausgewählt wurden, haben sich dann am einsehen. Einfach den roten C3-Button drßcken, schon er Donnerstag, Oktober 2009 schlussendlich 14 Frauen scheinen Bilder, die Juroren Donnerstag, 15. Oktober 2009 15. schlussendlich 14 Frauen scheinen die Bilder, welche die die Juroren beiwelche ihrer nicht leich- bei ihrer nicht leichDonnerstag, 15. Oktober 2009 schlussendlich 14 Frauen scheinen die Bilder, welche die Juroren bei ihrer nicht leichund Männer, alle der werberelevanten Altersgruppe zuten Arbeit zeigen. und 13 Männer, alle der13 werberelevanten Altersgruppe zuten Arbeit zeigen. und 13 Männer, allegehÜrend, der werberelevanten Altersgruppe zu- eingefunden. ten Arbeit zeigen. in den Agenturräumlichkeiten Zur Am nur, Schluss unsfßrnur, gehÜrend, in den Agenturräumlichkeiten eingefunden. Zur Am Schluss bleibt uns ihnenbleibt herzlich dasihnen Inter-herzlich fßr das IntergehÜrend, in den Agenturräumlichkeiten eingefunden. Zur Am Schluss bleibt uns nur, ihnen herzlich fßr das InterStärkung durchunterstßtzt, einen ApÊro riche unterstßtzt, machten esse IhreDas Mithilfe zu danken. Stärkung durch einen ApÊro riche machten sich esse und sich Ihre Mithilfe zu und danken. Kobalt-Team wirdDas Kobalt-Team wird Stärkung durch einen ApÊro riche unterstßtzt, machten sich esse und Ihre Mithilfe zu danken. Das Kobalt-Team wird die Juroren an die Arbeit. alles daran setzen, denwieder nächsten C3-Award wieder in die die Juroren an die Arbeit. alles daran setzen, den nächsten C3-Award in die die Juroren an die Arbeit. alles daran setzen, den nächsten C3-Award wieder in die Reaktionen Meeting in Linzwain der Folgewoche Die Reaktionen amDie Meeting in Linzam in der Folgewoche Schweiz zuwaholen. Schweiz zu holen. Die Reaktionen am Meeting in Linz in der Folgewoche waSchweiz zu holen. for the Hot Dog of
the year
Client: DALI Creative Director: er Christian Schumach ael Brønd Copy Writer: Mich Wendt Photographer: Kim n Nielsen Illustration: Simo Agency: ns 727 Communicatio Denmark
C3 Award09
Linz, October 2009
Top 3 von 33 Top 3 von 33 Top 3 von 33 For the first time in the history of the C3 Awards, Kobalt has widened the field of jurors to include customers, students and friends, all of whom have contributed to evaluating the campaigns of the 18 CommWorld partner countries; in doing so, Kobalt has considerably improved the jury’s representativeness. Until now, the jury has only ever comprised members of the previous year’s winning agency. Of the 50 people contacted at random, 14 women and 13 men – all within the relevant target age group for advertisers – met on the agency’s premises on Thursday, 15 October 2009. The following week’s feedback on the meeting in Linz was entirely positive. The German colleague joked that the idea of reorganising the competition in such a way could only have been that of the representative from the non-EU country, Switzerland! The hope remains that the increased approval rating of the C3 Awards, gained as a result of the reorganisation, will lead to more submissions. Something that should benefit everyone.
1 1
2 2
1
2
SILVER: Country: GERMANY Campaign: OsnabrĂźck BRONZE: Country: BULGARY Campaign: Double Base
Silver
Gold
Ranking Ranking
GOLD: Country: DENMARK Campaign: Dali
3 3
3
Bronze
Ranking position position
land land position
campaign campaign land
campaign
points points
points
CREATIVE CAMP / BLOG
Romania is waiting for you! This year, the CommWorld creatives will meet each other in the eclectic and picturesque city of Bucharest. At the beginning of June the Romanian agency Heat Advertising will host the fourth edition of Creative Camp. The creation teams will have the opportunity to work upon real briefs that emerge from economic facts of Romania. Two weeks before the Bucharest reunion each creative will receive real briefs from two major clients of the Romanian market. The briefing stage will take place in the Romanian capital together with clients’ representatives. The upcoming two days of collateral creative effort will end with presentations that will also take place in the presence of the clients, so that we will take a pride of the final product that will surely be valuable. The European guests will also have a good chance to relate with Bucharest’s special charm, a city where ancient and recent history melts with Romanians’ joy of life and with the unique savor of the traditional cuisine. We are already keen to meet (again) our very imaginative colleagues from CommWorld!
Creative Camp2010 Come together! New Creative Blog
CommWorld’s brand new blog brings all the agencies together online and will enable creatives on all levels to share and exchange ideas, projects, opinions, news, feelings, information etc. in the blink of an eye. Big ideas take top-notch knowledge sharing. Creatives are therefore encouraged across borders to share research, valuable customer insights, links, graphic ideas, names of photographers, tools, programmes, marketing strategies, commercials, trends, packaging solutions, events, new media etc. Additionally, the creatives are encouraged to upload outputs from Creative Camps, present cases, share personal talents, interests and even events taking place in their home city or country. To sum up, the blog will inspire, motivate and enrich all CommWorld members and employees. So spark the blog into action. The content of the blog can be accessed by all, but you need to sign up in order to use it. Each agency has been pointed out an administrator. He or she will make sure that all employees can become authors.
All agencies have received a mini pdf “how to” guidance in order to get the optimum start.
15
QUESTION TIME / CommWorld
Question time Does advertising need new values? How is our branch going to continue? What does the future hold? We have asked CommWorld luminaries and they have answered!
16
QUESTION TIME / CommWorld
17
NEWS / CommWorld
Around
Europe
Austria
© OÖ Lande
smuseen
Reklamebüro attracts Linz tourists Reklamebüro also pointed the way for the city of Linz halfway through the European Capital of Culture year. Having won the pitch for the city magazine “Linz.verändert” (Linz changes) produced by the tourist association, the Austrian agency shows unknown sides of the city. The magazine is published six times a year with a print run of 350,000 and is added as a supplement to numerous relevant print media throughout the tourist region.
The whole new concept called for some convincing arguments within the bureaucratic structure of the tourist association to begin with but is now becoming firmly established internally after positive feedback from readers. The people responsible at the tourist association find the surprisingly keen use of the website installed especially for the magazine and the number of overnight stays generated using this tool more and more convincing.
T, LINZ.VERÄNDER ER 2010 FÜR IHREN BESU 2. AUSGABE JÄNN NSTALTUNGEN S, TIPPS & VERA INTERESSANTE
CH IN DER KULT
URHAUPTSTADT
02 01 AEC. Das innovative Museum ist Vorbild an ein leuchtende Kulturarch itektur. Im des Wortes. wahrsten Sinn s 02 Schlo ssmuseum . Der neue Augenweid Südflügel e. die LinzperspeSowohl was das Desig ist eine n als auch ktive betrif 03 x-Architek ft. tin. zum von „Wall Mag.arch. Anna Mose paper r gehört “ ausgezeich Architekte neten Linze 04 Lichtoase.nkollektiv. r Bei Nacht bietet Donauufer ein beeindruck vor allem das Linze r endes Lichts pektakel.
01
EUROPAS 2009
D ES IG N O D ER N IC H T SE INt stellt
03
Eine Stad Fragen
For the relaunch of the website reklamebüro used the CMS tool “Brandseite” for the first time, developed by Thomas Börgel‘s Brandhelfer team. An extremely easy to use content management system that has such an intuitive approach, you don‘t even need a handbook. “That was also an essential goal in developing the application,” confirms Thomas Börgel.
04
Ein Stück ober halb scheint das Linzer im Nachthim Schloss mel zu schw eben. Dona geben die glitz uabwärts ernden Lich tgirlanden Eisenbahnder sowie der Auto bahnbrücke Stadt eine der klare Struktur. „Die von dreidimen sionalen Denk weisen gepr ägte Architekt kommt durc ur beh die bewu sste Lichtsetz vierte Dime ung eine nsion,“ erklä rt Anna Mos bietet sie eine er. „Innen n wichtigen Einflussfakto Atmosphäre r für und Stimmun g, im Auße dient sie als nraum Informationst räger und urba Zeichensetzu ne ng.“ Licht wird in Linz also urbanen Iden zur titätsbildung verwendet. Linz an der Statt Donau also Licht an der Nicht ganz Donau? , aber auch nicht ganz falsch.
EINKAUFSLUST
Shopping mit Stil zwischen Glamour und Vintage
WEEKENDTRIP Linz erleben ab € 96,–
LINZ, SPORTLICH
www.linz.at/mag
Kultur mit Stra hlkraft Das SCHLOSSM Neben den DaueUSEUM ist Österreichs größ (ab 17.1.2010) raustellungen „Natur OÖ“ tes Universalmuseum. sind „National und die Nomaden heilige Europas“ neu: „Technik OÖ” auss sowie „Goldener Öffnungszeiten tellung (ab 22.3.2010), Horizont“, zu : Di – Fr: 9.00 Sa/So/Fei: 10.00 – 18.00 Uhr, sehen. Do: 9.00 – 21.00 – 17.00 Uhr, Mo geschloss Uhr, en. www.schl Das LENTOS ossmuseum.at KUNSTMUSEU Kunst in Linz. M ist das vielb Auss eachtete Muse subjektiven Best tellungen: „best of lento um s“, die konzentri für moderne next…“ Die Sam enliste (bis 31.1.2010), „You never know erte Schau einer mlung 1900 von 10.00 – 18.00 – 2010 what Uhr, Do: 10.00 (ab 12.2.2010). Öffnungsz will happen – 21.00 Uhr. www.lentos.at eiten: täglich Das ARS ELEC TRONICA CENT Aktuelle Auss tellungen: GeoC ER ist das Museum der Zukunft. Neue Bilder ity, Funky Pixel vom s, Die Poesie Öffnungszeiten Menschen. der Bewegung : Di – Fr: 9.00 en, Sa/So/Fei: 10.00 – 17.00 Uhr, hr, Do: 9.00 – 18.00 Uhr, – 21.00 Uhr, Moo geschloss en. www.aec. at/center
SHOPPING Fun
Handball EM 19. – 23. 1. 2010
azin
The three key parameters of the city – nature, technology, business – are presented in an unorthodox way in every issue. In the first issue, the Christmas issue, reklamebüro asked a number of Linz residents to share their thoughts on what advent in the city means to them. The second issue will focus on architecture and design. The general tenor of this issue: “A city asks questions”. The curiosity and research in these shaping disciplines are the starting point for the respective articles.
LINZ.KU LTU
The new concept of the magazine is based on the change in awareness brought about by the Culture Capital year in Linz. The openness shown by the city regarding culture has also been reflected in the openness of the service-oriented host approach that is now in the heads of the people in Linz. This new awareness could be created only with a corporate publishing partner for the new tourist magazine that also understands the city as such. “Reklamebüro combines modern graphics with extensive knowledge of the city of Linz,” says tourism director Georg Steiner, highly impressed by the collaboration with our Austrian CommWorld partner in a regional special interest magazine. “This is not just a question of technology, it is also about having a feel for topics and people.”
REL L,
5
n: Die beim Shoppe nMehr Spaß fsze chen Einkau innerstädtis hsten z bieten höc zen tren von Lin Her im ort omf Shopping-K das unabhängig der Stadt. Und Wetter, Eis und von Wind und ziergang durch Spa l ... Schnee. Ein Einkaufstempe die urbanen
kt City Flohmar am se äppchen sind e Topadres Exklusive Schn haben: Arkade: Fein uar 2010 zu en-Ausgang es 5. und 6. Febr äfte Vom Landstraß Passage: Jung ein paar nstadt-Gesch Linzer Inne s age ist es nur ntren bieten Viele shau Pass ufsze des ition Einka Trad sten Topn Tagen ihre r Die Linzer l des Atriums bis zur näch begehrt – unte bieten an diese itte porta Herz isen Schr Nord das sanVom m impo alles, was OK-Platz, en Flohmarktpre Hinter eine sagen. Freu wir über den Produkte zu sse. n da sozu n Adre nder Fach finde tal, schle spor iche Dach und -Freunde rschieden Stadthau uf in das fröhl an. Shopping ten barock vier völlig unte um gleich dara an außergesSie sich auf bten Taubensich ein r eine Menge traditionsreich die jedes für ten. nahe des bele Arkade. siche Treiben des s liche Häuser, Sonderangebo besitzen. irgt sich die aufsparadiese wöhnlichen iente und Flair marktes, verb sten Linzer Eink adre City eigenes Amb Shopping Passage einen mit uns auf pingRund 35 feine tauchen: Das men its seit Kommen Sie für einen Shop l zu den einzu he Gastrono Haus, das bere Linz ist also Einkaufsbumme l. sen und etlic er, Center. Ein gemütlichen besteht, er erste Wah stadt. eßer und Kenn ping Center bummel imm ern der Innen erwarten Geni fertig, 1963 als Shop Shopping-Cent die Plätze, s und Barflys. und innovativ Daher: Auf Fashion-Victim aber stets jung sich als auf rt häfte entie fun! präs 34 Gesc shopping ältiges Die Arkade rgeblieben ist: Atrium: Vielf punkt des inne 2 lassen das Shop ebnis Kristallisations 25.000 m eine ideale Shoppingerl Von uen Lebens, r schlagen. unseren Scha o- städtisch pingherz höhe Kultur Beginnen wir Einkaufen, m City und Herrenm l beim Atriu Symbiose aus isiter Damenfensterbumme twaren, von der exqu Spor itte ige arik. Schr wert wenige und Kulin de über hoch hin Center, nur entfernt. elektronik bis artkreuzung nacht. flair Unterhaltungs belebten Moz und sogar Lange Einkaufs n sich nes Einkaufs n, Optikern gartige Ebenen reihe Lentia: Urba zu Juweliere Stadtviertel Genießen Sie das einzi Uhr: Auf mehreren ten Linzer uen an Urfahr, das tore des größ bis 22.00 Herren-Boutiq Aber auch einem Fans folio Damen- und Nachtshopping cht u, hat ein urba reicht das Port ursalons, inter n Einkaufsna its der Dona bs Frise lange jense allklu der sen. erte Bei Fußb vorzuwei renommi slich sich die pingcenter tenmarkt an Abends trifft 23. April, anläs Fr chrif Shop es. am nes Zeits Haus Ein des ia Einsfestivals von nationaler den ische und tierten Lent von Linz in des Linzer Bras 2010. s oder asiat Im neu adap bingszene ge 2. Mai lauschige Café für jede Men age um estau- Club 23. April bis len des Pass szentrum ist Spezialitäten-R kauf eloka he gt. Szen talisc esor orien ganz rmarkt nisse vorg tanzen oder sortierter Supe Einkaufserleb zu chillen, zu ßen. rants. Ein gut t Feines Leben zu genie Ebene biete einfach das in der unteren . hen Gebrauch für den täglic
EDITORIA
L
LINZ.VE RÄN
14
J
ede Epoche hat ihre spez ifische Form ensprache. Design, Gestaltung und Geschma ck vereinen sich dabei nicht nur aus künstlerischen Eingebungen, sondern sind die Summe der technischen Möglichkeiten , gesellschaftlichen Herausforder ungen sowie Entw icklungen und Trends in Farben, Form en und Mate rialien. Die neuen Gebä ude, die Präs entationen in den Museen, die Trends in Hotels und Restaurants, wie auch in diversen Gesc häften zeige n in Linz, dass Neue s sich als ganz heitlicher Prozess erleb en lässt. Tech nik, Materialien und künstleris cher Ausdruck finde n zusamme n. Wir laden Sie ein, Linz als Gesa mtkunstwerk unserer Zeit, aber auch als Shopping -, Technikund Kulturerlebnis zu entdecken. Auch im Jahr 1 nach der Kultu rhauptstadt ist Linz mit neuen Auss tellungen – sei es die Techniksa mmlung im größten Univ ersalmuseum Österreichs, die voes talpine Stah lwelt oder die atembera ubenden Präs entationen im Deep Spac e des Ars Elect ronica Centers – besu chenswert. Aber auch sportlich geht es gleich hoch her: Die Handball Euro pameisterschaft im Jänner mit den Top-Mannsch aften aus Däne mark, Island, Serb ien und Gast geber Österreich oder das Gugl -Leichtathletik Indo ormeeting, um nur die Wichtigsten zu nennen. Linz.veränder t, – das ist weiterhin Programm – bei Tagungen z.B. im Design Cent er Linz, beim Shoppen, im Rahmen eines Kultu rwochenendes oder bei Exkursion en auf den Spuren der „Hörstadt“, der „sozialen Musterstadt“ , oder zur Kuns tschau „Biennale Cuvé e“.
DERT,
BESITZT TECHNOLO GIE eine Se ele? Mensch
und Besucht man Technik: Ist es ein Lie besverhältni gibt es auf diedie neue „voestalpine Sta s? „Ja!“. Mit ein se Frage nur eine mögli hlwelt“ em großen Au che srufezeichen Antwort: .
KR Manfred Grubauer Vorsitzender Linz Tourismus Georg Stein er Tourismusdirek tor
2
18
Energy-driven CommWorld collaboration The positive effects of the CommWorld network can be seen in the cooperation between Brandhelfer and reklamebüro for the client “Energie-Consulting Sattler”. Reklamebüro won an agency pitch for Sattler early in 2009. Besides a number of activities in the print sector, including direct mailings and various brochure materials, the website also needed a complete redesign.
LINZ.IN DUS
TRIE LL,
Reklamebüro created the design and the contents of the new website according to the customer‘s specifications. The Brandhelfer team then arranged the structure of the new website. We created the content and also handled the input. Thanks to the straightforward user interface of the CMS, the content can be managed and updated by Sattler. A really useful alternative to technically complex applications such as Typo3. Energie-Consulting Sattler is a company located in the beautiful Salzkammergut region of Austria. Sattler specialises in assisting and advising companies on how to use energy efficiently. With their support in a wide range of energy-relevant sectors, the necessary investments pay for themselves within a few months. Reklamebüro has been working for this client since 2009 as a full service agency and uses the services of qualified specialists when required, as in the case of the web relaunch.
NEWS / CommWorld
Creative Process Leadership (MSc) Rule making. Rule breaking. The program focuses on holistic leadership of the creative process – interdisciplinary, crosscompany and visionary.
- RECOGNIZING which tools are necessary to control the creative process
B-to-B: Outlast supports its licensees The US-based company Outlast Technologies, Inc., from Boulder, Colorado, is pioneer and world market leader for phase change materials (PCM), intelligent materials which regulate their temperature in line with your body and the environment. They are utilised in a whole range of mostly textile areas: from clothing and shoes to bedding and more. The use of Outlast phase change materials is only permitted with a licence. At the “Heimtextil” international trade fair, taking place in Frankfurt, Germany, in January 2010, the European headquarters of Outlast Europe is supporting its licensees with a unique sales incentive – developed by pro-art werbeagentur GmbH in Emsdetten. To increase visitor frequency and generate new customers at all of the licensees’ stands, trade visitors not only receive product information at their partners’ stands, but also an Outlast Card on which they can write a six-digit code. Then, at the Outlast promotion stand, they can type in the code at a specially erected glass safe – and with a bit of luck, win an Audi TT coupé. To support and round out the promotion at “Heimtextil”, ads and PR articles in international specialist media will be published beforehand and mailings sent directly to the licensees.
- SENSING what leadership competence is needed to push teams toward excellent creative solutions
Italy
What is Creative Process Leadership? - A strategic approach to the control of creative processes - An educational program unparalleled in Europe - A Master‘s program to qualify executives in industry and creative businesses The OPPORTUNITY to achieve corporate excellence through creativity The KEY to differentiating oneself from the competition through creative solutions The POSSIBILITY to develop a complex understanding of the creative process, transcending various disciplines and corporate boundaries A GOOD CHANCE to re-discover one‘s own passion for new and visionary thinking
Germany New clients and projects for pro-art werbeagentur The entire advertising industry has taken a beating, and few can say that 2009 was a really good year. However: right before the start of 2010, pro-art werbeagentur, based in Emsdetten, Germany, has gained some new clients and projects. Electric charging station gets the go The Osnabrück public utility company is driving forward the development of electric mobility in the city. And they have put their bets on pro-art werbeagentur to support the public utility company in all their communications. As the first step in a longterm campaign, the very first charging station was erected in the city centre. Gradually, the utility company’s employees as well as Osnabrück’s residents will be familiarised with the topic of e-mobility – thanks to the use of various measures such as a website, posters, brochures and giveaways. What’s more, the internal and external campaign is divided into several steps. Featuring pictograms and strong headlines, the campaign motifs will be visible throughout Osnabrück and the surrounding region from spring 2010.
What qualifies our participants? - UNDERSTANDING which structures creativity requires - SEEING what interfaces must be taken into consideration when implementing innovative solutions
- KNOWING how to utilize creative potential
“Donate your old eyeglasses: make them see again” Gulliver is especially proud to present an advertising campaign for our customer GreenVision, an optical consortium. The advertising‘s aim is to invite people to return their old eyeglasses, GreenVision‘s specialists will adjust them and send them to people in need in Africa. This simple action will give the chance of seeing again to people in need in Africa.
- THINKING in terms of networks and connections, in order to understand and master complex situations - PLANNING with strategic farsightedness that is visionary and authentic Find more informations under: www.limak.at Beginning: October, 2010
Johannes Kepler Universit y Business School
limak
FACCIAMOLI VEDERE
Private brewery Barre counts on retail promotions Catch the attention of beer fans where they encounter the brand: the Lübeck-based private brewery E. Barre will count on retail promotions more in future. Together with proart werbeagentur, the beer brewery is developing a whole series of unique communication measures which will support sales in the coming year. Get ready Barre fans and retailers!
Ogni tuo acqu isto in un Cent contribuisce al ro Ottico Gree nVision fondo di soli “Ridare la Luce ” dedicato alla darietà per il Progetto popolazione dell Dona i tuoi vecc ’ Africa. hi occhiali, noi e li porteremo li rimetteremo personalmente a nuovo a chi ne ha più bisogno. In collaborazione con:
Numero verde 800 700100 www.greenvision.it Aeronautica Militare
Associazione Fatebenefratelli
Dona il 5 x 1000 all’Associazione AFMAL - C.F. 03818710588
19
NEWS / CommWorld
Emozione 3 Emozione 3 chose Gulliver for the launch of its voucher gift boxes. The task was to develop logotype, packaging and point of purchase materials. The new visual identity is characterized by an emotional image, to assure visibility and stimulate interest in Emozione 3’s gift boxes of assimilating financial resources from the European Structural and Cohesion funds. More of that other very important goal is the rising and recognition of the positive image of the European Union in Bulgaria. The campaign is national, will last one year and combines integrated methods for providing information to the potential beneficiaries and general public.
Netherlands
Feed me During the CommWorld-Meeting in Linz we‘ve presented to all the people present our new magazine “Feed Me”. This magazine will be published three times a year and contains lots of inspiring cases, reports of events and of course delicious recipes. The first edition has been sent to our clients and prospects mid December 2009. Herewith a glimpse of this edition.
Be inspired During the CommWorld-Meeting in Linz we were inspired by Tom Elert, who told us about foodhorizon.dk. A website specifically developed for marketeers in retail and foodservice. At COOKS we wanted to emphasize for 2010 our new business approach on retail and food. So, we decided in Linz to develop such a website as well. The website was launched the 18th of December on www.cooksfood.nl
Dates/Times
2010
Meetings: Spring Meeting In Oporto, Portugal: 21–24 April 2010 Autumn Meeting In Sofia, Bulgaria: 29 September – 2 October 2010 Communication activities include advertising campaign, road-show with experts from the Operational programs, education of journalists, visit of European media in Bulgaria and Bulgarian media in Spain, competition for media articles covering EU funds, distribution of informational materials. The campaign will have its own website where will be published all the campaign news, actual and useful information about the EU funds in Bulgaria.
Camps: Digital Camp In Amsterdam, The Netherlands: 4 – 7 March 2010 Creative Camp In Bucharest, Romania: 9 – 13 June 2010
C3 Award: Deadline: 1 February 2010
20