Company: Gitam BBDO, Tel-Aviv, Israel
Client: Israeli Rett Foundation
Executive Creative Director: Danny Yakobowitch
Creative Director: Moshe Saikevich
Creative Planning Director: Ran Allon
Copywriter: Saar Ben Yoav
Art Director: Evgeni Zlatopolsky
V.P. Client Services: Elika Merhavi
Account Supervisor: Asaf Vishkin
Account Manager: Sara Avraham
Executive Digital Manager: Guy Poreh
Digital Client Manager: Amit Gurevich
Digital Project Manager: Amichay Katan
Planning Manager: Lili Aharon
Digital Studio Manager: Karin Mazor
A special action has been surprising those looking for the off-road Tiguan, from Volkswagen, on the internet: a release published on several portals, Facebook and the brand’s institutional sites informs everyone that the car ran away from its own site to travel the world. The announcement takes the users to the Tiguan site, which was replaced by a fake Error 404 page (http://tiguan.vw.com.br/eng/) saying that the car took off to enjoy life and that to find it you have to click “search.” When doing that, the person is directed to the Pinterest social network where he/she will see all the model photos published on the web around the world: http://pinterest.com/search/pins/?q=Tiguan+vw
Created by AlmapBBDO, the “Not Found” action reinforces Volkswagen off-road model concept, the SUV with a high level of safety, comfort and drivability. The fake page will replace the information about the Tiguan and its image on Volkswagen’s institutional site, the VW portal Premium site, the brand’s Brand Channel and even the model’s page. In it, the phrase “If you want to enjoy life with it, click here” will take the user to a map of Brazil where he/she can locate the closest dealership to find the Volkswagen Tiguan.
Advertising Agency: AlmapBBDO, Sao Paulo, Brazil
General Creative Director: Luiz Sanches
Digital Creation Director: Luciana Haguiara and Sandro Rosa
Art Director: Sascha Piltz, Sandro Rosa
Copywriter: Pedro Cavalcanti
Digital Production Director: Fernando Boniotti
Programmer: Thalles Freitas
Digital Producer: ON Interactive
Account Executive: Gustavo Burnier, Filipe Bartholomeu, Thiago Godoy, Aline Padovani and Vanessa Silva
Media: Paulo Camossa, Brian Crotty, Fábio Urbanas, Kauê Lara Cury, Raphael Vignola, Larissa Andrade
Advertising Agency: Grey, Milan, Italy
Associate Creative Directors: Francesco Fallisi, Simona Angioni
Art Directors: Alice Pozzi, Andrea Pioppi
Copywriters: Francesca Andriani, Serena Pulga
Tv Producer: Monica Cadringher
Head of Print Production: Emilano Bianchi
Account Supervisors: Chiara Soloni, Elisa Rizzuto
Case Movie Soundtrack: Matteo Buzzanca
Web Designer & Interactive Creative Director: Beppe Bizzarro
Web Developer: Purple Network
Production Company: The Family
Executive Producer: Stefano Quaglia
Line producer: Alessandra Bracaglia
Producer: Carlotta Magnani
Director: Anna Negri
Director of Photography: Alessandro Pavoni
Editor: Alessio Doglione
Scenographer: Emita Frigato
Makeup Artist: Dalia Colli
Hairstylist: Rodolfo Sifari
Special Effects: Leonardo Cruciano
Music Composer: Dominik Scherrer
Color Correction and CGI: Bloompix
Advertising Agency: Grey, London, United Kingdom
Executive Creative Director: Nils Leonard
Creative Director: Andy Lockley
Creative: Ryan Connolly, Henrik Ridderheim
Director: Daniel Wolfe
Advertising Agency: Grey, London, United Kingdom
Executive Creative Director: Nils Leonard
Creative Director: Andy Lockley
Creative: Ryan Connolly, Henrik Ridderheim
Director: Daniel Wolfe
Advertising Agency: Grey, London, United Kingdom
Executive Creative Director: Nils Leonard
Creative Director: Andy Lockley
Creative: Ryan Connolly, Henrik Ridderheim
Director: Daniel Wolfe
BACKGROUND
31% of Italian woman (18-45) intending to buy dermatological products on the Internet instead of asking a pharmacist or looking for a specific research. The Internet is a chaotic universe of information and it’s hard to distinguish between good advice and dangerous remedies.
CHALLENGE
IDI Pharmaceuticals, a niche company but at cutting edge of dermatological research, wants to shoe them that it’s safer to trust to qualified experts.
THE IDEA
We created a fake tutorial girl on YouTube and social network who dispenses weird skincare tips a the real thing. His name is Cinzia: your friend skin.
EXECUTION
Unbranded phase
With her surreal tutorials, “Cinzia Your Skin Friend”, invaded skincare blogs, generated thousands of spontaneous conversations on dermatological problems and dialogued with her fans through videos and comments on YouTube, Facebook and Twitter. She also enchanted a number of Italian VIPS and influencers on social networks. She ended up on radio and TV, which broadcast her videos without knowing who she really was.
Branded phase
After the first few episodes, IDI Pharmaceuticals made its appearance. Thanks to counter-videos featuring a real dermatologist, a tab on its Facebook Fan Page and YouTube leaderboards, external annotations and captions, it was possible to visit the Dermaday website and book a free skin check-up.
RESULTS
+80% traffic increase to the IDI’s Dermaday Website
over 20 millions of media impressions
more than 1,2 million views on YouTube
3.340.000 friends of fan reached on Facebook
Skincare relevance on Google Trends: +32%
Advertising Agency: Leo Burnett Milan (ITALY)
Creative Director: Cristiano Tonnarelli
Art Director: Serena Micieli
Copywriter: Giuseppe Pavone, Andrea Torcoli
Group Creative Director: Paolo De Matteis, Riccardo Robiglio
Digital Creative Director: Paolo Boccardi
Digital Strategist: Andrea Torcoli
The winter makes Sweden a harsh place to live, and you know it’s coming when you see the birds migrate. But for those of us who has to stay here, Volkswagen has equipped their Skiteam edition cars with the 4MOTION four wheel drive, car heater and roof box – all the things you might need to face the Swedish winter – and made it into an affordable offer.
Together with the University in Lund we used GPS to live-track an osprey bird during its winter migration to the southern hemisphere and back. TVCs, print ads, outdoor and banners led to the campaign site where you could follow the bird, read his comments (it’s a bird, why wouldn’t it tweet?!), learn more about the offer and the 4MOTION cars as well as guess the return date for a chance to win prizes.
The campaign, and the offer, lasted until the bird returned. It’s a winter adjusted offer for a winter adjusted car.
Advertising Agency: DDB, Stockholm, Sweden
Creative Director: Fredrik Simonsson, Magnus Jakobsson
Art Director: Joel Ekstrand
Copywriter: Nick Christiansen
Art Director: Lennart Claesson
Copywriter: Stefan Gustafsson
Business Director: Jenny Kaiser
Agency Producer: Katarina Mohlin
Designer: Martin Runfors
Web Developer: Koji Wakayama
Wrangler has launched a new mobile brand platform to reignite your instinctive nature for adventure and discovery. Created by TBWA’s Digital Arts Network Hong Kong, Wrangler Mileage is a mobile app that once installed on your mobile device, runs silently in your back pocket and creates your own personal map of the world that can be uncovered as you journey through life.
The app is available on App Store for iOS users.: http://wrangler-ap.com/hk/mileage
Advertising Agency: TBWA\Digital Arts Network, Hong Kong
Managing Director: Joanne Lao
Head of Digital Arts Network: Luke Eid
Creative Director: Lincoln Damen
Senior Digital Art Director: Joe Choi
Digital Art Director: Mike Choy
Account Director: Ida Mak
Senior Account Manager: Christina Suen
Digital Executive Producer: Anne Chan
Head of Creative Technology: Victor Norgren
Head of Planning: Terence Ling
Brief: Create an innovative fundraising campaign that sheds light on the global education crisis and creates active new members of the PoP movement. This 3-month fundraising campaign will raise $1,000,000 and build 40 new schools between Laos, Guatemala, and Ghana.
Solution: Let people donate money they already gave away. Their refund.
Advertising Agency: School: Academy of Art University, USA
Art Director: Nils Westgårdh, Herman Vieweg
Copywriter: Nils Westgårdh
Most of the Brazilian Symphony Orchestra’s (OSB) audience is older than 65 years. To ensure its survival they needed more admirers. So, how to attract people to a music genre they don’t usually listen to? We shot the orchestra playing classic movies themes and used You Tube to make people realize they already like classical music. As a result we had a 40% increase of young people in the audience and all the orchestra’s concerts for this season are sold out.
Advertising Agency: Artplan, Rio de Janeiro, Brazil
Art Director: Augusto Correia, Leonardo Marçal, Rodrigo Lopes
Copywriter: Augusto Correia, Leonardo Marçal, Rodrigo Lopes
Web Developer: Leonardo Marçal
Web Production: Augusto Correia, Leonardo Marçal
Agency Producer: Ana Ourique
Photographer: Bruno Foscaldo
Executive Creative Director: Roberto Vilhena
Creative Director: Alessandra Sadock, Gustavo Tirre
Account Executive: Ana Deccache
Account Manager: Pedro Sharp
Media: Tiago Pinheiro
Film Production: Tycoon
Director: Kiko Lomba
Producer: Samara França
Editor: Ralse
Advertising Agency: Y&R, Lima, Peru
Executive Creative Director: Flavio Pantigoso
Copywriter: Daniel de Leon
Art Director: Alejandro Bottas
Copywriter: Lissete Lugo
Group Head: Christian Sanchez
Illustrator: Carlos Palacios
Assistant Producer: Michel Motte
Account Supervisor: Carla Wilson’s
Account Executive: Anne Achata
Sound: Vinylo Studio
Post Production: One Shot
Digital Agency: E Motion
Animation Director: Toshio Ikeda
Editor: Fernando Medina
Account Director: Claudia Deza.
Account Supervisor: Milagros Arquiñigo.
Art Director: Orlando Diez.
Animation & Design: Beny Flores.
Chief of Project: Carlos Ubillus.
Software Developer: Oscar Rodriguez.
Advertsing Agency: Agencia Africa, Brazil
Executive Creative Director: Sergio Gordilho
Projects Creative Director: Evandro Soares
Creative Directors: Sergio Gordilho, Guy Costa, Luiz Gonzaga
Copywriter: Henrique Zirpoli
Art Director: Alex Alves
Account team: Marcio Santoro, Marcelo Passos, Regina Madeira, Carlos Larotonda
TV Production: Rodrigo Ferrari, Stella Gafo
Project Manager: Marcos Valeta
Media: Luiz Fernando Vieira, Paulo Ilha
Motion Design: Andre Finhana
Editing: Jose Ernesto Neto, Raphael Enes, Celso Vilalba
Technology Production: Instituto de Artes Interativas
Election time is near and Italian politicians, the most aged in Europe, never miss an opportunity to show their distance from young people and their needs. For a bureaucratic obstacle, thousands of students who live outside the country (e.g. for the Erasmus program) will not be able to vote from abroad. Despite the calls of the European Union and the students’ protest, no one can solve the problem. Ceres, one of the most popular beers in Italy, decides to prove that these guys are better than those who represent them in parliament.
Our goals were to boost the brand awareness becoming the main supporters of the movement and to bring the problem to the attention of everyone, inspiring the conversation about the right to vote and the sense of responsibility of young Italians. We knew that it would have also improved the reputation of Ceres, a beer with a high alcohol content: we wanted to show everyone that the guys who love Ceres are responsible and mature people, that care for themselves and for their country’s future.
Ceres is a strong beer. It believes it’s always worth to take a position, to stand, even if it means making difficult or inconvenient choices. Even if maybe you won’t win. This is the essence of the brand, it is called “Inglorious Heroism”, and it is summed up by the pay-off “The town needs heroes.”Students in Erasmus are real heroes in the midst of their quest to discover the world. These young heroes had been wronged and Ceres decided to help them to vote anyway. Italy is an old, tired country that needs the energy of young people. As the slogan of this operation says, “Italy needs of Heroes.
We contacted representatives of the students in major European cities. We told them we wanted to organize symbolic elections to make them vote anyway. We launched the twitter hash tag #iovotolostesso (#ivoteanyway), we sent groups in each city a kit with everything they needed to run and publicize the symbolic elections: facsimile ballots, ballot boxes, flyers and posters. We also sent them a few packs of beer to celebrate at the end. The kit also contained instructions on how to create video appeals that students would send us and would become part of a collective promo video. The video was posted on the web, the students used it to spread the word and we sent it to mainstream media.
More groups spontaneously joined in. The symbolic elections took place in 26 European cities on the same days of the Italian real elections. We sent the symbolic results to the media a few hours before the close of official polling stations.
Results:
For the cause:
Thousands of students from 26 European cities joined the initiative. The protest achieved unprecedented visibility on all the national media: TV, newspapers magazines, radios, social media, news website and blogs. The operation opened a debate all around the country. #ivoteanyway became a tweet trend with more than 10.000 tweets in 10 days.
For the brand:
Brand search frequency on google: +470% in 10 days. Ceres was the most cited brand during the election week. People reached: 20 millions, one third of the italian population. Media investment: less than € 5,000.
Advertising Agency: Bcube, Milan, Italy
Executive Creative Director: Francesco Bozza
Creative Director: Sergio Spaccavento, Andrea Stanich
Creatives: Sergio Spaccavento, Andrea Stanch, Alessandro Sciarpelletti, Silvia Savoia
Edit: Danilo Carlani, Alessio Dogana
During the Carnival in Rio de Janeiro, the high consumption of alcoholic drinks is the main responsible factor for the increase in traffic accidents. Drunk drivers are directly involved in the increase of 50% of fatal accidents during this time of the year. Antarctica’s objective, the most consumed beer brand and sponsor of the event, was to make its consumers arrive safely at home after drinking.
We developed The Beer Turnstile. A new underground turnstile for which the ticket was an empty Antarctica beer can. Via optical reading, the can was scanned and the passage freed. The person just needed to save the last beer can and use it to get home safely.
Tag Talk: using Instagram photo-tagging feature to make photos talk.
It’s not an app. It’s a way of using photo-tagging for a different purpose. Just tag the photos with usernames that are like phrases.
For a list of phrases to use, they can check who’s @tag_talk is following. Simple and fun as that.
This is site is run by Ogilvy & Mather Art Director Pakko during ungodly late night hours. Wanna know more about him? Visit his portfolio site by jumping to
www.pacodelatorre.com.
