Media+direct lions stum creation

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CROSS-OVER AGENCY

STU:M CREATION

CROSS-OVER AGENCY

STU:M CREATION

stu:m creation은 풍부한 경험을 바탕으로 진행하는 OFF-Line 프로모션 전략과
최근의 Digital 트랜드를 반영한 온라인 마케팅 전략으로 Integrated Campaign을 제공하는 Cross-Over Agency 입니다

서울시 강남구 청담동 126-6 4F 대표전화 02-3444-2789
http://stumcomm.co.kr/

http://www.canneslions.com/work/direct/index.cfm?award=1

Type of Entry: Strategy
Category: Traffic & Brand Building
Title: AMERICAN ROM
Advertiser/Client: KANDIA DULCE
Product/Service: SNACK
Entrant Company: McCANN ERICKSON Bucharest, ROMANIA
DM/Advertising Agency: McCANN ERICKSON Bucharest, ROMANIA

Describe the brief from the client:

Romania‘s ROM chocolate bar is the traditional Romanian chocolate. Launched in 1964 with the Romanian flag on its wrapper, it had an ageing, nosta
lgic consumer base and was losing ground with the young generation. In a category in which success means continuously attracting younger fans, RO
M‘s nationalistic values were a disadvantage. Young Romanians are disillusioned and cynical, with only 12% describing themselves as patriots. They pr
efer ‗cool‘ American confectionery brands like Snickers and Mars. ROM - the chocolate bar bearing the Romanian flag - needed to gain appeal to you
ngsters with few national values.

Creative Execution:

ROM (as in ROMania) was a traditional chocolate bar carrying a load of nationalistic values along with the Romanian flag on it. We wanted to stir a d
ebate among young Romanians about the national values and remind them how much they love their national chocolate. We knew that although you
ng Romanians tend to be negative about themselves and their country, their patriotism returns when challenged. This ‗reactive patriotism‘ underpinne
d our ground-breaking campaign that challenged young people‘s national ego in order to re-establish ROM as a cherished Romanian symbol.

Describe the creative solution to the brief/objective.

Our solution was not to fight the likes of Snickers and Mars, but temporarily join them. We replaced the Romanian flag on ROM‘s package with the A
merican one, announced the change in media and prepared for people‘s response. The campaign was directing people on ROM website and Faceboo
k page, to dialogue with the brand. Within hours, people reactions hit the Internet by the thousands. We moderated the conversations and monitored
public reactions 24/7. When 'the snowball' grew big enough, we revealed that ROM was back as Romanian as ever, and concluded with an anthem de
dicated to ROM and his fans.

Describe the results in as much detail as possible.

The campaign reached 67% of Romanians and generated €300,000 of free publicity. Online response was phenomenal: in six days, ROM‘s website had
75,000 unique visitors; Facebook fans rose by 300%; supporters launched petitions and even organised a flash-mob in the capital. All brand image ind
icators have exploded, especially ―ROM is a brand for me‖, which more than doubled, with a 124% increase. ROM outperformed the market, with a 20
% growth (compared to 8.2% category growth) in the most relevant channel, hypermarkets. Most importantly, ROM ousted Snickers to become Roma
nians‘ favourite chocolate bar, with a 79% increase of the indicator.

http://www.canneslions.com/work/direct/entry.cfm?entryid=28463&award=2

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Title: COME BACK FERRORAMA
Advertiser/Client: ESTRELA TOYS
Product/Service: FERRORAMA TOY TRAIN
Entrant Company: DDB BRASIL São Paulo, BRAZIL

Develop a project to relaunch Ferrorama, a very successful toy train made by Estrela and discontinued in the 80s

Creative Execution:
We posted a video on YouTube in which Estrela‘s president challenged the biggest Ferrorama community of fans on Orkut. In order
to prove their faith in the return of the toy, the fans should make the train travel the last 12 miles of The Way of St. James (El
Camino de Santiago, the most famous pilgrim‘s route in the world). The group had only 120 Meters of track and was told the train
was not allowed to stop. The public could follow the journey in real time via video, photos, tweets, and interact live with the team on
a website. We generated awareness of the campaign by targeting the fans on orkut (Facebook) and leading them to a YouTube film.
Use old fans of the toy to create social media buzz and, therefore, reach our main target: children born in the digital age.

After 5 days the fans reached their final destination, the St. James Cathedral. And the president honored his pledge, re-launching the
product. 1230 pre-reserved toys on the website. Sold out 1 month after its release. Project featured 3 times on Twitter Brazil
Trending Topics. More than 600 thousand views on the website, without paid media. Mentioned on TV shows, big magazines,
newspapers and radio stations.

http://www.canneslions.com/work/direct/entry.cfm?entryid=26308&award=2&keywords=&order=0&direction=1&from=1&to=50

Category: Best Integrated Campaign Led by Direct Marketing
Title: DECODE JAY-Z WITH BING
Advertiser/Client: BING/JAY-Z
Product/Service: INTERNET SEARCH ENGINE
Entrant Company: DROGA5 New York, USA

Microsoft‘s search engine, Bing wanted to connect with a younger audience and needed to make their Search and Maps technology
more culturally relevant. The primary objective was to increase ―Intent to Use‖ Bing products and improve perceptions of Bing as a
culturally relevant brand to a coveted younger audience. Bing‘s core users were middle aged women in the Midwest and the branded
wanted to make real inroads with the coastal youth population. We used the launch of Jay-Z‘s autobiography ―Decoded‖ as a
relevant moment to create a deeper experience with it through Bing technology. The unique partnership brought Bing to the
forefront of pop-culture and gave millions of Jay-Z fans a reason to use Bing Search and Maps.
Creative Execution:
The target does not differentiate online from offline, so we built the program across existing media formats and channels but in a
new way that wove them together and added interactive to everything. The target audience is wary of marketing messaging and
needed to use Bing technology to change any perception of it or increase overall usage. Our campaign worked across media
channels in a new way and put the technology at the heart of the marketing.

We started by putting every single page of Jay-Z‘s autobiography into media spaces around the world. Locations were relevant to
each individual page's content. Fans around the world could actually walk Jay-Z's path, experiencing his story right where it
happened. The campaign used everything from pizza boxes, plates, burger wrappers, jigsaw puzzles, t-shirts, to name a few. Fans
sought out, discovered and interacted with this collection of unique small scale pieces. Even the smallest, traditionally overlooked
items became precious collector‘s items. Bing Search and Maps, allowed fans to discover each and every page, making these
collectables fair game for everyone. Over the course of the month-long campaign, fans assembled the book digitally at bing.com/jay-
z before it hit stores.
-The average online player engagement was over 11 minutes per visit -Jay-Z‘s facebook fans grew by one million during the
campaign launch. -Decoded went straight to the New York Times Best Seller list at #2 its first week -Bing.com saw an 11.7% increase
in visits the month of the campaign with no other media in market -Bing.com entered the top ten most visited sites in the US -Bing
earned 1.1 billion global media impressions -Bing‘s ―intent to use‖ scores were higher than any other Bing marketing initiative ever
according to ComScore -Online Buzz and Social metrics were above average for any Bing marketing program according to Nielsen
BuzzMetrics


Category: Flat Mailing
Title: SPRINTER APPLIES FOR A JOB
Advertiser/Client: LUKAS LINDEMANN ROSINSKI /DAIMLER
Product/Service: MERCEDES-BENZ SPRINTER
Entrant Company: LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY

Develop an exclusive mailing campaign for major buyers of commercial vehicles, like fleet managers of big companies and present
the Sprinter in a completely fresh and new way. 50% of the target audience was drawn from existing customers. The strategy was to
keep the contact and the customer relationship on a very exclusive level and recruit potential customers for a test drive event.

Creative Execution:
As already described: The Sprinter is as one of the best workers a company could have. And before you can work in a company, you
have to apply for a job. So the Sprinter did: he writes his own letter application with special tires. But also the brand Mercedes-Benz
could benefit from this completely new way of communication and strengthen its position as a innovative brand.

The Sprinter is the one of the best workers a company could have. However, before you can work in a company, you have to apply
for a job. So the Sprinter did: he writes his own letter application with special made tires. Each letter of application came with a link
to a campaign micro site, providing video evidence that the Sprinter really had written the application itself. We raised the average
response rates, because a real application letter will definitely find his way on the manager‘s desk.

More than 400 letters were printed by a Sprinter. Every print was an individual creation. The cost per print is about 8 Euros. Ca. 120
of them was sent to the main commercial car buyers in a first flight. A second flight will follow. 39% of the recipients watched the
video evidence online. Key Account Managers reported a much higher response quote especially in the face-to-face contacts.


Category: Dimensional Mailing
Title: SPARK HOPE MATCHBOOK
Advertiser/Client: ROCK 4 AIDS
Product/Service: ART FOR AIDS
Entrant Company: JOE PUBLIC Johannesburg, SOUTH AFRICA

Rock4AIDS is an annual benefit concert that aims to help combat HIV/AIDS by improving education in local schools. In order to raise
enough money to make a meaningful difference, we had to create a piece of communication that would convince musicians to come
and perform at this year‘s concert for free. Target audience: each year, the Rock4AIDS invitation is sent to different international and
local bands and musicians.

Creative Execution:
Over the years since Rock4AIDS‘ launch, we created various invitations to the annual benefit concerts. For example, a guitar without
strings, entitled ‗The silence is killing us‘. In keeping with the theme of using the medium of rock music to affect a change against
HIV/AIDS, we chose to use one of the most used rock instruments, drumsticks, to spread a positive message.

Even though HIV/AIDS spreads like a fire in our country, we believe that a message of hope can spread just as easily. We created
giant matchbooks containing drumsticks which can be pulled out and struck, and which can be used during a performance. Each
matchbook serves as an invitation to local and international artists to join us at this year‘s concert and to help us spark hope.

We received a positive response from three of the four musicians that the invitation was sent to. Plans for the 2011 Rock4AIDS
concert are underway.


Title: THE HUMAN JUKEBOX
Advertiser/Client: PAUSE HOME ENTERTAINMENT
Product/Service: HIFI CHAIN
Entrant Company: ÅKESTAM HOLST Stockholm, SWEDEN

Tell people that Pause is the best there is, when it comes to customized sound systems.

Creative Execution:
The experiment had never been done before. Our client was the first person ever to transform into a human jukebox. In Sweden and
especially Stockholm, Pause is well known for their extravagant stores.

With the challenges of being a small player up against big Hi-Fi chains and their media budgets, our mission was to put all effort
into creating a story that could catch the attention of Pause offer among people – hoping they would pass it on… We connected the
world to Pause Home Entertainment Store, inviting everybody to experience the true nature of Pause passion for customized sound
systems. Meet the first Human Jukebox a.k.a. Fredrik Hjelmquist, CEO of Pause. We sent candy replicas of the pod as invitations to
the launch.

The campaign broke even after only 6 days, increasing sales by 112 % compared to last year‘s campaign period. Store visits increased
about 400%, and traffic to the web store over 600%.


Category: Direct Response Digital: Other Digital Platforms
Title: THE SOUND OF GREEN
Advertiser/Client: THE SWEDISH POST
Product/Service: POSTAL SERVICE

In brief: show Swedes that Swedish Postal Service (Posten) are experts in parcel delivery, not only in flat mail. The target audience
was everyone who sends and/or receives things through mail. Since web-shopping, B2C and C2C increases, the business potential is
huge and Posten needs to become top-of-mind in order to become the chosen alternative more often – especially DHL, Schenker
and other competitors are attractive alternatives. The core of the strategy was to show exactly how flexible Posten is when it comes
to delivery of things, not only regular mail, and also portray Posten as a modern communications company.

Creative Execution:
Not only did the execution engage people in an appealing way though the product in itself is rather dull, but it also showed the
modern side of Posten (which is often perceived as an old slow-moving company). Furthermore, the Sound of Green competition
helped proving Posten‘s excellence within the area and also showed their own parcels, which is an important product category of
Posten‘s.

The solution was a competition called ‖The Sound of Green‖, and the idea was to let people look at, shake and above all listen to 80
different parcels, all containing different things (from speakers to hats). The competition was web-based, thus the shaking and the
playing with the parcels were done through one‘s computer. People were given the opportunity to guess what was in the parcels and
if you guessed right, the parcel was sent to your home address. Hence, the target audience got the opportunity to actually see
experience how flexible and excellent Posten is. In order to make people aware of our projects we placed advertising banners on
relevant external websites, as well as on Posten‘s own site, that would lead the target audience to the respective landing site. The
message was spread through social media, which played a key role in driving traffic.
Over the course of 14 days, 140240 guesses were made, i.e. on average 1753 guesses per parcel, which was a lot more than expected.
In the end all parcels had found its way home to a winner and Posten had proved themselves a modern company that are experts in
delivering almost anything to anyone, anywhere. Since people had a view of Posten as an old slow-moving governmental company,
every second of interaction in a new context, which help create a more modern image for Posten, is a positive outcome.


Category: Ambient Media (Large Scale)
Title: THE BIG TRIP
Advertiser/Client: STRAUSS GROUP
Product/Service: CHOCOLATE
Entrant Company: BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL

Re-invent the long running slogan "ALWAYS WITH YOU" for Israel's leading chocolate brand- "Elite's cow chocolate" in a fresh way
that really shows consumers we're always with them. The target was young Israeli backpackers that go on "THE BIG TRIP", an Israeli
phenomenon when 65% of young Israelis, prior to collage, head off for a long trip, typically to the Far East.

Creative Execution:
Since our brand's long running slogan is "ALWAYS WITH YOU" it was only right to truly show consumers we're always with them,
even in remote places, far from home. Our strategy was to use a designated team that would bring the loved chocolate brand to
consumers in remote places in the world.

Bring the homeland chocolate to young Israeli backpackers that go on "THE BIG TRIP", an Israeli phenomenon when 65% of young
Israelis, prior to collage, head off for a long trip, typically to the Far East. The young backpackers where stunned to see the team
wherever they went and even more excited to receive their favourite chocolate hundreds of kilometres from home.

Videos of more than 200 travellers were aired, days later, on national prime time TV, banners, and a dedicated website. -For some of
the travellers‘ families, we organized a special screening of their loved ones' greetings. - Videos from the campaign reached tens of
thousands of views during the 3-week campaign. -The YouTube channel that hosted the videos became the 13th most viewed in
Israel. - Chocolate cow Sales went up by 17% in the following month - We gave our consumers a unique experience and reminded
them that Elite's Chocolate Cow is really always with them.


Title: SPREAD THE TED
Advertiser/Client: TEDX BUENOS AIRES
Product/Service: TEDX
Entrant Company: OGILVY ARGENTINA Buenos Aires, ARGENTINA

TED is a nonprofit organization devoted to ideas worth spreading. Ted offers inspiration from the world's most inspired thinkers to a
global community. In Latin America TEDx talks are still far away from common people. If we wanted to spread these ideas, we
needed a more popular approach between them and TEDx.

Creative Execution:
We called the city´s most remarkable speakers: TAXI DRIVERS. 50 of them were invited to TEDx Buenos Aires, so that they would
listen to the speakers and then spread these outstanding ideas all over the city. The creation of this direct link between TEDx and the
passengers, put them face to face with some of the most inspiring and fascinating ideas.

We called the city´s most remarkable speakers: TAXI DRIVERS. 50 of them were invited to TEDx Buenos Aires, so that they would
listen to the speakers and then spread these outstanding ideas all over the city. The creation of this direct link between TEDx and the
passengers, put them face to face with some of the most inspiring and fascinating ideas.

• 7000 passengers interact in a direct and close way with TEDx ideas in just 1 week of work. • That´s 7 times de Tedx´s Buenos Aires
audience. • We spread the TEDx throughout every part of the city. • For the first time, taxi drivers turned into a communication
media. • More than 2.000.000 followers received the video via Twitter. • Due to success of the spread, we will use HAIRDRESSERS in
TEDx 2012.


Category: Best Low Budget Campaign
Title: 4TH AMENDMENT WEAR
Advertiser/Client: 4TH AMENDMENT WEAR
Product/Service: METALLIC INK UNDERCLOTHES
Entrant Company: 4TH AMENDMENT WEAR Boulder, USA

How could we get Americans to question just how far they were willing to go to be safe? Were they really willing to forfeit some of
the very principles the country was built on? It was a question we didn't think the TSA had fully pondered. So we invented a product
to force them to consider that very question. Metallic Ink Printed Underclothes readable on TSA body scanner machines. 4th
Amendment Wear is specifically designed to broadcast messages to TSA X-ray officers just when they are peeking at your privates.

Creative Execution:
4th Amendment Wear made a statement without having to say a word. It used the very act of invading someone‘s privacy to
communicate a message that questioned how far Americans were willing to sacrifice that sense of privacy. It gave the wearer a sense
of individual liberty to be able to express their concerns, while not causing a disturbance. We were the first product to ever be
designed and tested to specifically appear in shape and letter form under backscatter scanning machines. A silent protest against the
new reality of being searched to the point where we‘re basically naked.
We invented a proprietary metallic ink that displays any designed image or message on the TSA scanner screens. We created
Undergarments printed with metallic ink that display the 4th Amendment - the amendment to the US Constitution that protected
American citizens against unreasonable searches. So whenever a TSA agent peeked at a traveler's privates, they would be confronted
by the very law they were accused if violating. It was a way to make a statement...without saying a word. The concept behind 4th
Amendment Wear is simple: to get Americans to think a little more about their constitutional rights. The website was linked to other
anti-xray sites, and traffic quickly built up as word spread.
Our website 4thamendmentwear.com received 1,205,397 hits the weekend of launch (November 20th 2010). We received over 3.4
million hits on the site in less than 3 weeks from around the world. 4th Amendment Wear sold out of the first immediately. 4th
Amendment Wear sold out again 3 days after restocking. After thousands of pre-orders, wholesale requests, retail buyers wanting to
stock 4th Amendment Wear and worldwide distribution offers. 4th Amendment Wear is launching on a mass production basis in the
US.


Title: UNEXPECTED LUGGAGE
Advertiser/Client: SPANAIR
Product/Service: CHRISTMAS CAMPAIGN
Entrant Company: SHACKLETON Madrid, SPAIN

Spanair wanted to launch a Christimas greeting to all its customers. On Christmas 2010, Spanair used segmentation, personalization
and creativity to CREATE AN IMPACT at the right moment. The airline then used social media to turn contents into direct marketing
tools in order to generate links on the Internet and pass on Spanair‘s positioning based on proximity, client orientation and attention
to service details. The passengers of the flight that landed at midnight on that Christmas Eve, couldn‘t imagine the experience they
were about to live. And probably they wouldn‘t be able to forget it either...

Creative Execution:
The DM strategy was based on: 1. SEGMENTATION: Although the action took place in such an unexpected place -the baggage claim
area- it was not only about giving a present, it was about the gesture and detail. With that in mind, 12 client types were defined
based on sex, age and occupation, family role, etc. 2. PERSONALIZATION: For each client type (ex: man/young/father) we chose a
best-fit present with the passengers‘ name on it. 3. COMMUNICATE WITH A FACT. We used an individual gesture to demonstrate
Spanair "cares about the little things that clients care about" and waited for it to be passed around.
On the luggage conveyor belt and before their luggage came out, passengers found some unexpected luggage arriving: a
personalized gift with the names of each one of them. The baggage claim area became a spontaneous party. The surprise and the
passenger's reactions were recorded and became a video which was launched in Spanair‘s Youtube. Spanair sent this to all other
clients as their Christmas greeting. In 48 hours, the video was viewed 100,000 times and, in two weeks, 700,000 times. It was shared
more than 8,000 times, blogs and Spanish TV channels Cuatro and Telecinco, BBC, ABC echoed the news.

• Spontaneous applause from all passengers that received the surprise. • In 48h hours, the video had more than 100,000 viewings,
700,000 in two weeks. • More than 30,000 individual comments and replies were posted on YouTube, Facebook, Twitter etc. A token
of the new relation the brand established with clients. • Ranked 6th most viewed viral in Goviral. • Spanair's Facebook wall received
thousands of comments demonstrating it had impacted more than just the passengers but all those who were moved by the
campaign.. These reactions mean a first stage on the relationship and dialogue with the brand.


Category: Other Consumer Products (including Durable Goods)
Title: BUILDERS OF INFINITY
Advertiser/Client: LEGO
Product/Service: TOYS
Entrant Company: PLAN.NET Hamburg, GERMANY

We had to develop a direct campaign for LEGO that promotes the core of the brand creativity. As this is what the target audience
uses when playing in whatever way with LEGO bricks, it was important for us to involve the user to create something new and big.
Our aim was that everybody who gets in contact with our digital campaign becomes part of it by using their own creativity.

Creative Execution:
We made a jump ‗n‘ run game, created by the user themselves, and becoming bigger and bigger, with every user who takes part in it.
This promotes perfectly the core of the brand LEGO: creativity.

We created an idea for the most common banner: The leader board banner. 728px x 90px for endless fun: An interactive jump ‗n‘ run
game, created by the users themselves. A little LEGO figure, starting on the very left, has to reach the right side of the banner in
order to finish a level. While playing in the banner, users always have the possibility to visit builders-of-infinity.com. Here, users can
create their own level – with LEGO bricks. Small bricks, big bricks, moving bricks, pink bricks, fast forward bricks... Once a user
finished building a level, he can publish it. His level will be added to the game – raising the number of levels for the banner.

Countless LEGO fans from all over the world create a never-ending jump ‗n‘ run game. And to become #1 in the high score some of
them played even more than 1 hour on this banner.


Category: Travel, Entertainment & Leisure
Title: DRUNK VALET
Advertiser/Client: BAR AURORA & BOTECO FERRAZ
Product/Service: CHAIN OF BARS
Entrant Company: OGILVY BRASIL São Paulo, BRAZIL

Brazil has one of the highest rates of alcohol related car accidents. Even after instating a zero tolerance policy on the subject, 40.000
people died due to drunk driving last year. People drink alcohol and think it is ok to drive. The objective of this campaign was to
raise awareness, to make people think about drunk driving. The target audience was comprised of the regular customers of Bar
Aurora and Boteco Ferraz and new customers from the Internet. The strategy aimed at attacking the problem before it began, that is,
before drivers enter the bar.

Creative Execution:
The strategy of this campaign was to impact people in the moment that they were most capable of realizing the risks of drunk
driving: before their first drink. The action not only drew attention to the cause, but also to Bar Aurora and Boteco Ferraz.

The creative solution was to place an apparently drunk parking valet to drive the cars. So, as people refused to give up their keys, we
delivered a message in the valet ticket: NEVER LET A DRUNK DRIVER TAKE YOUR CAR. EVEN IF THAT DRIVER IS YOU. The real action
was recorded without drivers noticing and then transformed in a internet film in order to spread the message.

A 100% of the drivers didnt't let the valet take their car and more people realized that, when it comes to drunk driving, they should
be as tough with themselves as they are with others. The customers took the valet tickets with them to show their friends. The
message quickly spread on twitter, orkut and facebook around the world. The idea was highlighted on blogs and mentioned on
traditional media as an example. Bar Aurora & Boteco Ferraz received the attention they pursued and the most important, people
walked away with a handy reminder: no one should drive after drinking.


Category: Publications & Media
Title: CARDEÑOSA
Advertiser/Client: MOVISTAR
Product/Service: SPORTS WEBSITE
Entrant Company: DDB SPAIN Madrid, SPAIN

Our aim was to generate traffic to the Terra Sports website during the World Cup championship that took place between June 11th
and July 11th 2010. Getting people to choose Terra Sports over the thousands of media providers also covering the World Cup
during that period. We needed unique content for Terra Sports that could not be found in any other media. Content that would be
interesting for the frequent visitors and that would attract new ones. Content that would please both soccer fans and the ones that
only remember soccer when the World Cup comes up. But also, content that will go down in history because Spain finally won a
soccer World Cup.
Creative Execution:
- Bad luck has been chasing the Spanish national team throughout history, and what we did was turn the tables around, using it in
our favour, achieving an unthinkable objective: winning our first soccer World Cup. - As exclusive content of Terra Sports, the action
managed to turn the website into a soccer reference. - Its popularity captured the interest of the mass media, which for the first time
in history talked about a sports website, not only managing to generate traffic but also increasing awareness for the website.

We generated exclusive content that everybody would want to follow: the key for Spain to win their first World Cup ever. Julio
Cardeñosa, soccer player with the worst luck in the history of the Spanish team, would pass his bad luck on to the other national
teams. The first step was sending him to Brazil, whose team was favoured to win the championship. People could follow him as he
spread his "luck" to the Brazilian fans, their stadiums, their symbols and even their national coach. Once Brazil had been dismissed,
he did the same to all the other national teams. On July 11th 2010, Cardeñosa accomplished his mission. Spain won its first World
Cup and made 46 Million Spaniards happy.
- The site received 4,437,240 visits. - Traffic to the Terra Sports website increased by 68% (NIELSEN) - We obtained 230,000€ worth of
free publicity. - The brand's awareness increased dramatically. - But above all, Spain won its first World Cup and we made 46,000,000
Spaniards happy.


Category: Corporate Image & Information
Title: SANTA’S FORGOTTEN LETTERS
Advertiser/Client: COCA-COLA
Product/Service: CHRISTMAS MESSAGE
Entrant Company: OGILVY BRASIL São Paulo, BRAZIL

Adults don't care so much about Christmas anymore and its magic is almost lost. Coca-Cola challenged us to give adults a reason to
believe in Christmas again.

Creative Execution:
Coca-Cola and Christmas have always gone hand in hand and its campaign this year is focused on reasons to believe. With this
personalized door-to-door stunts we managed to perfectly tie both of them together, in a way that only Coca-Cola could do.

We decided to make adults believe again by taking them back to a time when they believed: their childhoods. But how could we do
that? By granting wishes on forgotten letters they wrote to Santa when they were kids. We searched the world and, in the little town
of Santa Claus, Indiana, found the Santa Claus Museum, a place that keeps letters to Santa dating back to the 1930's. In Christmas
2010, we went through 60.000 forgotten letters, selected 75 of them and then set out on an impossible task: to find the writers and
give them the exact gifts they asked for many years ago - from a Cathy QuickCurl doll to an Evel Knievel Skyrocket.

We gave adults a reason to believe in Christmas again.


Category: Flat Mailing
Title: LIVING CHRISTMAS CARDS

Swedish Post‘s (Posten) business relies on people sending tangible things (cards, packages etc.), thus in a way the rapid digital
development poses a heavy threat. Year after year, we see a decline in number of Christmas cards sent, and an increase in digital
messages spread around this holiday. Consequently, the objective was to inspire Swedes, primarily young people who don‘t usually
send tangible greetings, to send real Christmas cards and decelerate the negative trend. Main insight: people love getting cards but
think it‘s too much of a hassle writing and sending them – thus, sending cards needs to be more fun.

Creative Execution:
Since many (especially young folks) think that Christmas cards are something for the elders and that is not something they go about
doing, the key in this execution was to re-define what a Christmas card can be, and not the least how to create and send one. Hence,
the execution made people interact with Christmas cards in a whole new way and realize that this product is not obsolete – it‘s in
fact the opposite. This was also important from a brand standpoint, since Posten is often seen as old-fashioned… not so much any
more. In order to make people aware of our projects we placed advertising banners on relevant external websites, as well as on
Posten‘s own site, that would lead the target audience to the respective landing site. Furthermore, the message was spread through
social media, which played a key role in driving traffic.
New technology merged with old-fashioned thoughtfulness resulted in ―Living Christmas Cards‖; the world's first Christmas cards
photographed live from the web. Our expectation was that this would re-energize Christmas cards and make them more relevant to
young Swedes. A reindeer‘s pen was built on the top of a mountain and web-cameras were mounted in and around it so people
could take their own unique pictures from the pen through a website. ―Living Christmas Cards‖ was connected to a web-tool called
"Real Postcard" where you upload pictures and write messages, which Posten then deliver as postcards.

The negative trend for real cards decelerated heavily. 2010 became the best year ever for the ―Real Postcards‖ web-tool (from where
the Living Christmas cards were sent) – an 18% increase in sent cards compared to 2009. 55.5% of all cards sent through ‖Real
Postcards‖ were sent around Christmas, indicating that this promotional campaign was highly effective. Furthermore, the campaign
generated massive impact in non-bought media. In total, PR contacts were estimated to 6.6 million (Sweden‘s population: 9 million)
and PR was highly positive.


Category: Direct Response Digital: Email Marketing
Title: WE DELIVER YOUR DOWNLOAD
Advertiser/Client: CINE 24 HORAS
Product/Service: VIDEO RENTAL
Entrant Company: AGE ISOBAR São Paulo, BRAZIL

Even though it‘s illegal, people have been downloading more movies than ever over the Internet. It‘s practical, fast and there‘s no
need to leave your home. As a result, video rentals decreased 60%. Especially on smaller video stores. So, how a video
neighbourhood rental store that wants to bring back customers, can promote its delivery service with only a small budget?

Creative Execution:
We created a free movie download blog and emailed the link to our costumers that had not being renting movies in a long time. We
sent a personalized email to each customer to avoid being confused with a spam. When the client accessed the blog and started the
download we discovered the location in the neighbourhood and monitored the download crossing google analytics data with the
registration of the client and once the download gets finished, instead of the movie, the user saw a short video.

Instead of sending a traditional direct mail, we‘ve created ―We Deliver Your Download‖: when people accessed the website and
started to download a movie, we delivered the same movie before the download finished.

61 customers started to rent again. Too little? For a neighbourhood rental store in crisis which rented at most 2500 movies per
month, it means a 16% increase on rentals. What movie do you want to watch? We deliver your download.


Category: Direct Response Digital: Mobile Marketing
Title: INVISIBLE POP UP STORE
Advertiser/Client: AIRWALK
Product/Service: FOOTWEAR
Entrant Company: Y&R New York, USA

Create buzz around the limited edition re-launch of the classic 90s Airwalk sneaker, the Jim. Also re-establish Airwalk‘s reputation
with street culture, targeting sneaker fans.

Creative Execution:
The Jim is an anti-gym shoe, originally designed for kids that don‘t try out for the school football team, but hang out in skate parks
and beaches instead. So that‘s where we located the stores – Venice Beach, LA, and Washington Square, NYC. And limited edition
sneakers are all about exclusivity, and buzz, so we knew that incorporating that into the actual buying process would help Airwalk
achieve their goal. The Airwalk app was publicized through the Airwalk blog, and through press releases to popular sneaker, tech,
apparel, and culture blogs. It was then quickly picked up by other blogs and sites, and passed on via word of mouth as well.
We wanted to create a lot of buzz, as well as pay our respects to the shoe‘s heritage. So we made the world‘s first-ever Invisible Pop
Up Stores, in locations relevant to the target audience. Coupling together cell phones, GPS technology, and Augmented Reality,
customers could only buy the Jim if they downloaded the app, went to a pre-determined location, held up their phones, and took a
photo of the AR Jim floating there. That allowed them to purchase the sneaker there and then.

We created an entirely new method of retail. Airwalk‘s e-store had its busiest day ever. We generated $5 million of earned media in
press, online and TV. We re-established Airwalk‘s link with street culture, and made them relevant again.


Title: SEND A MESSAGE TO THE FUTURE
Advertiser/Client: AMF
Product/Service: PENSION FUNDS
Entrant Company: FORSMAN & BODENFORS Gothenburg, SWEDEN

Pension funds are a typical low interest subject. To be frank – it's BORING. It's very hard to get people engaged. AMF, with the tag
line "For the future", usually connects with their clients via direct advertising and ad campaigns talking about the future. This time we
were looking for another way to do it.

Creative Execution:
It‘s a lot more effective to get a message from your friends rather than from a company, and you are more likely to respond, share
and let that be a part of the conversation. And by doing this people will start to think about their future which make pensions
savings more relevant.

We got the message out using internet banners. The solution is to get people engaged in their own personal future, and to interact
with their friends by sending messages to the future (the messages can be open for the first time in the year 2030). It's all about
getting people to think about their future, and to make them involve their family and friends. Secondly it's about planting the
thought of how your life will be in the future (family, work, economy, etc). 300.000 local page visitors created millions of total
contacts via mail, text messages, private messages on Facebook and shared wall posts.

Response rate over 40% compared to a business average of 5-6%. 300.000 local page visitors created millions of total contacts via
mail, text messages, private messages on Facebook and shared wall posts. But it's also hard to measure in that way. This is a brand
building campaign rather than a classic business response campaign, therefore the lack of figures.


Title: THE PROMISE KEEPER
Advertiser/Client: REEBOK
Product/Service: SHOES
Entrant Company: FORSMAN & BODENFORS Gothenburg, SWEDEN

The brief was to launch the Reebok ZigTech running shoe to a target audience that are not hardcore runners but interested. The
campaign should be interactive and able to live it‘s own life and spawn conversation around the Reebok brand. The ZigTech‘s
product claim is ‗More energy to your feet‘. With every step you will be propelled forward thanks to ZigTech‘s unique design. But
that of course only works if you actually go for a run...

Creative Execution:
Every run promised generates personal updates that are spread from the user to all of his/hers friends, spreading the word about
The Promise Keeper, Reebok and the Reebok ZigTech shoe. The shoe (with it‘s unique design) is visible in EVERY update. Every
update also spawns conversation; comments, likes and/or re-tweets spreading the message to even more people. We used Reeboks
sport stars by posting personal videos from them directly to people who had made promises reminding them to stick to it, or
commenting on their runs or lack of. Many videos even contains the users name making them very personal.
We created ‗The Promise Keeper‘, the first online running application (website, iPhone/iPad-app and Android app) that will actually
get you out and run. Every run you promise to make in your online calendar is automatically posted on the social network of your
choice and spread to all of your friends. They will also be notified about whether you ran or not. Every update is personal and
becomes a direct message that spawns conversation. Everything built on the insight that a promise to everyone you know is more
important than a promise only to yourself. Twitter and Facebook followers were sent a direct link to download the app.


Title: PHOTOSHOOTING
Advertiser/Client: WWF
Product/Service: CHARITY
Entrant Company: LEO BURNETT MOSCOW Moscow, RUSSIA

Exterminated by poachers, the Siberian Tiger is now on the verge of extinction. Even if some people are aware of it, they still don't
feel intimately concerned with this problem. WWF decided to change this.

Creative Execution:
This gave them a chance to experience the horror of the massacre in the most direct way: on their own skin, so to say. This came as
a surprise - even as a shock.

We developed a digital campaign that worked on three levels: DM, ambient and online. A special QR-code T-shirt was designed that
enabled the wearer, both when visiting certain prêt-a-porter shops and sitting in front of their computer at home, to experience the
horror of the massacre. We began by sending these t-shirts to famous Russian bloggers and also the WWF database, this came with
details on how to access the website.

The response was immediate. Hundreds of people interacted with our ambient media, generating a huge buzz in Moscow and
triggering maximum press PR coverage. - 3 000 T-shirts - over 150 000 posts and publications - over 30 000 000 people involved on-
line - over 60 000 000 people overall coverage - on the 23 November at the ST. Petersburg summit protection of the Siberian tiger
was listed among top state priority


Title: EDDING DIGITAL HIGHLIGHTER
Advertiser/Client: EDDING INTERNATIONAL
Product/Service: STATIONARY
Entrant Company: KEMPERTRAUTMANN Hamburg, GERMANY

Edding markers can be used virtually anywhere. Except online. How can we make edding a major brand in the Internet too?

Creative Execution:
Creating a digital highlighter was relevant to edding because it thereby expanded the brand‘s portfolio to the digital world

The first digital highlighter of its kind allows users to highlight texts online, share them via social media sites and email or save them
as PDF files. The online articles and PDF files are linked to an edding microsite, where the highlighter can be added to the
bookmarks tool bar. This bookmark let solution allows the digital highlighter to work on any website with text, regardless of which
browser is being used.

The flash banners generated a 2.7% click rate. 81% of users added the digital highlighter to their tool bar. The number of visitors to
the edding homepage increased by 12% during the campaign as a result of our digital highlighter microsite.


Title: DOGGELGANGER
Advertiser/Client: MARS
Product/Service: DOG ADOPTION
Entrant Company: COLENSO BBDO Auckland, NEW ZEALAND

Every year, The Pedigree Adoption Drive offers support to thousands of abandoned dogs across the country. In its third year,
Pedigree asked us to come up with an idea that would reinvigorate the initiative and open the door to more dog adoptions than
ever.

Creative Execution:
Our objective was to get more people to become aware of the plight of homeless dogs, and increase dog adoptions in the process.
To get a person to fall in love and adopt a dog you have to first get them to the shelter. By creating a user experience that paired a
real person to a real homeless dog we created a personal experience that immediately set up an emotional connection. In the words
of one user (A. Steedman): ―When you see those eyes looking back at you, it‘s almost impossible to not set up a meeting.‖ People
were alerted to the website through an EDM campaign sent to the mailing lists of affiliated animal justice partners. This EDM was
accompanied by a seeding strategy.
Studies have shown that some of the happiest dog and owner pairs share similar features, personality traits, even body types. That‘s
we developed Doggelgänger; human to canine pairing software, designed to connect homeless dogs to their human doubles. This
state-of-the-art software analyses your features, and compares them with a nationwide database of real dogs looking for adoption.
By partnering with shelters across the country, Doggelgänger has given homeless dogs everywhere the very best chance to set up
that vital first meeting in the journey to finding a new home.

With the site going live in April and the seeding strategy in its infancy, it‘s too early for quantifiable results however we hope that
thousands of kiwis get on the site and find their Doggelgänger, and more dogs are adopted as a consequence.


Title: POOLBALL
Advertiser/Client: COMPAÑIA INDUSTRIAL CERVECERA
Product/Service: BUDWEISER
Entrant Company: OGILVY ARGENTINA Buenos Aires, ARGENTINA

Men love playing football and going out at night. But when they party all night they can't play football seriously. Budweiser, the
brand historically linked to football and night-life, wanted to bring these two opposite passions of men together.

Creative Execution:
We created a new sport: Poolball. And located 7 by 3 meter long pool tables in bars across Buenos Aires for men to experience
directly they can actually have it all for the very first time in history: Football, night-life, beers and women.

The TV broadcast featured a Budweiser website sponsorship.

-Over 280 players every night. -ESPN & FOX Sports live broadcast. -The # 1 specialized sport newspaper journals of Argentina, El
Gráfico & Ole, covered Poolball immediately. -ESPN asked to use the poolball table all the year long, adopting Poolball as the new
sport of the channel.


Category: Direct Response Broadcast: TV, Radio & Infomercials
Title: REVENGE ON CALLCENTERS & HELPDESKS
Advertiser/Client: RADIO 1
Product/Service: PEETERS & PICHAL
Entrant Company: MORTIERBRIGADE Brussels, BELGIUM

Radio 1 is Belgium‘s biggest news channel. They air a show called ‗Peeters & Pichal‘, a show that defends consumer rights. The topic
they were treating was the general attitude at call centres & helpdesks. The objective was to show that Radio 1 does not only give
facts & figures, but that they can also engage, change and interact.

Creative Execution:
We used the medium radio in all of its different aspects. We adapted the music, we made live phone calls, and we captured our
actions and put them on air.

We confronted the call centres & helpdesks with their own bad habits. We did to them what they do to us: we kept them waiting.
We took the side of so many frustrated and helpless consumers. Radio spots alerted listeners to the show.

The topic became a public debate. The minister of Economics got involved. Two weeks later, the 20 biggest companies in Belgium
signed a charter to get rid of the long waiting times and be more consumer-friendly. They committed themselves to make sure that
consumers will have to wait no longer than 1 minute.


Category: Direct Response Broadcast: TV, Radio & Infomercials
Title: THE CODE
Advertiser/Client: ARMED FORCES OF COLOMBIA
Product/Service: ARMED FORCES SUPPORT
Entrant Company: DDB COLOMBIA Bogotá, COLOMBIA

In Colombia there are policemen and soldiers who have been kidnapped for more than 12 years. They don´t know what has
happened to their families or their country, they only find out about news that the guerilla wants them to hear. In an effort to speak
directly to their men and tell them about their daily efforts for rescue, and considering that radio is the only means of
communication, a song was created which contained a hidden message of combat in the chorus written in Morse code

Creative Execution:
In over 12 years the kidnapped policemen and soldiers have only found out about news that the Farc wants them to hear. For the
first time through this song and its messages in Morse code they found out about reality and the efforts being made every day to
rescue them.

The only way to reach the policemen and soldiers who have been kidnapped for over 12 years is by radio. This is why we created a
song which had hidden messages of combat hidden in the chorus in Morse code. 3 million Colombians listened to the song,
including members of the FARC guerilla, but our 16 kidnapped policemen and soldiers were the only ones who understood it.

Thanks to two men from the armed forces which were freed, we know that these messages were received and understood. The
message of courage and hope was then passed on to all the kidnapped men.


Title: SUBTITLES
Advertiser/Client: ENGLISH LANGUAGE INSTITUTE: ENGLISH EXCELLENCE
Product/Service: LANGUAGE CLASS
Entrant Company: OGILVY PERU Lima, PERU

Increase the number of new students in English Excellence, English Language Institute. Generate awareness. In Peru 87% of the
population doesn‘t speak English, but this skill is needed in work or Studies. We found a space where our message will reach directly
to our potential target group: the movie theatres. This fact is more evident at the movies, because the vast majority of films are
English spoken and are projected with Spanish subtitles, but in the reading people lose parts of the movie.

Creative Execution:
This is an innovative and simple idea, that uses strategically the media (movie theatres) in relation with the brand, we used a
common element as the movie subtitles and subtle transform then in an advertising media. We found the space where knowing
English is needed in order to enjoy the movie in its totality, therefore making the brand message relevant.

In a movie theatre, after the movie has been playing for a minute, we made the subtitles move from its normal position until they
finally move out of the screen and are projected on the wall at the side. Subtitles, that are still translating the movie dialogue
normally, move until they are projected on the roof. They change again but now the following phrase is projected: Why aren't you
watching the movie? Learn English. English Excellent. Our message reached more than 9600 people in 2 weeks The tuitions doubles
in one month Awareness: we moved from the 5th position to the 2nd

Our message reached more than 9600 people in 2 weeks. The tuitions doubles in one month Awareness: we moved from the 5th
position to the 2nd


Category: Cars & Automotive Services
Title: LIE DETECTOR
Advertiser/Client: KIA MOTORS BELGIUM
Product/Service: AUTOMOBILE
Entrant Company: LDV UNITED Antwerp, BELGIUM

Most people in Belgium know that Korean car brand KIA gives a 7-year warranty on all its models. That's a good thing. But, a lot of
them think 7 years warranty is too good to be true and that there must be a catch. That's a problem. If people don't believe your
advertising message then regular advertising is insufficient. A different approach was needed. One where traditional advertising was
supported by editorial content and especially a lot of word of mouth.

Creative Execution:
Everybody got reminded that only KIA gives 7 years warranty. And that, although it sounds too good to be true, it is in fact 100%
true and that there is no catch.

We used the one thing that could prove the warranty is genuine and that there is no catch: a lie detector. Legal connections, an
official lie detector company, hooked the CEO of KIA Motors, up to their lie detector. Consumers could then ask him any questions
they had about the 7-year warranty during a live online session. Both Benoit's answers and the test results were streamed directly to
the website. This very special stunt was communicated through newspaper ads, banners and a press release telling everyone that an
actual CEO would be undergoing a live lie detector test.

Everybody got reminded that only KIA gives 7 years warranty. And that, although it sounds too good to be true, it is in fact 100%
true. The event was picked up by countless blogs and got featured in newspapers and magazines. And as a result created a lot of
buzz in the streets. The campaign's impact according to independent media company Scripta® : Brand recognition: 42% (instead of
32% sector average) Attribution: 73% (instead of 62% sector average) Resulting in an Effectiveness Rating of 31% (instead of 20%
sector average) And last but not least: An impressive credibility of 80%.


Category: Financial Products & Services
Title: MY CAR IS YOUR CAR
Advertiser/Client: NRMA
Product/Service: CAR INSURANCE
Entrant Company: WHYBINTBWA Sydney, AUSTRALIA

In Australia, you can‘t lend your mate your car unless you nominate them on your insurance policy first. Unless you‘re with NRMA
Insurance. Our strategy: to let both existing customers and potential new customers know that if you insure with NRMA, anyone is
covered when they drive your car.

Creative Execution:
Our client is the only insurer in Australia to cover anyone who drives your car. So, what better way to bring that product point to life
than to prove it by getting the entire country to share a car? After all, they‘re the only brand in the country who could ever attempt
such a feat. Not surprisingly, this is a world first.

We gave a guy a car on the condition that he shared it with the entire country (21 million people). We fitted it with cameras. Every
time someone flagged down the car and drove it, we got more film content. This then generated content that we made into TVCs.
Consumers could locate the car on Twitter, Facebook and radio. Tom could run but he couldn‘t hide. We integrated a competition in
which consumers could win their own car skinned with the profile pictures of their Facebook friends (who they‘d share it with). This
drove more traffic into the promotion/campaign hub.

The campaign was extremely successful, garnering more leads than ever before. In the first 9 weeks 3,325,853 Australians engaged
with the campaign. To put that in perspective, Australia‘s entire population is less than 21 million. So that‘s 1 in every 7 Australians.
Of that figure, 1,969,249 were web visits (+16%), 324,408 were sales calls (+25%) and 1,032,196 were face to face branch visits
(+11%). And with a conversion rate of 24% we sold over 800,000 car insurance policies.


Category: Commercial Public Services, incl. Healthcare & Medical
Title: HIDDEN PIZZA RESTAURANT
Advertiser/Client: SENSIS YELLOW PAGES
Product/Service: BUSINESS DIRECTORY
Entrant Company: CLEMENGER BBDO MELBOURNE, AUSTRALIA

With businesses having more advertising options than ever before, especially online, we needed to convince small businesses that
people still look for them in the Yellow Pages®.

Creative Execution:
The audience for Hidden Pizza Restaurant is the hundreds of thousands of small to medium businesses throughout Australia. This
idea literally demonstrated hard proof to our advertisers, showing customers finding a business in Yellow pages. (Even, in this case, a
business that was completely hidden.) After the restaurant closed we released our results through a fully integrated campaign,
targeted to small businesses throughout Australia. The message – put your ad in Yellow Pages® and be found by customers. This
was communicated through television ads, print advertising, digital display, eDM, advertorials and direct mail. It was a brand new way
to get across an old story and make our customers take another look at Yellow pages
We didn‘t want to just demonstrate Yellow Pages delivered on this promise, we wanted to prove it. So we built a completely hidden
business - a pizza restaurant, down an alleyway, through a roller door, down an elevator, in a basement and only revealed its contact
details in the Yellow Pages. We then offered a free pizza through an unbranded local letter drop to anyone who found it without any
reference to Yellow Pages. Then we let the social experiment begin. After the restaurant closed we then released our results through
a fully integrated campaign, targeting small businesses throughout Australia.

8,000+ people found the Hidden Pizza Restaurant – 71% by using Yellow Pages. Our results were released through a fully integrated
campaign. The message – put your ad in Yellow Pages and be found. Since the launch, there‘s been a 23.5% increase in new business
leads in the first week of the campaign being on air.


Category: Commercial Public Services, incl. Healthcare & Medical
Title: HIGH SPEEDS
Advertiser/Client: TELMEX
Product/Service: BROADBAND INTERNET
Entrant Company: JWT COLOMBIA Bogotá, COLOMBIA

Telmex Broadband is giving people high speeds at very good prices. The goal was to generate an immediate action (contact Telmex
and get a subscription) as well as an emotional response (that would favour the brand‘s relationship with the audience) in a category
of low involvement.

Creative Execution:
Involve people from the very beginning in a real and unexpected ―high speeds for the price of low speeds‖ experience so that their
emotions would connect with the rest of the country and generate the desired response towards the brand.

We boarded one of the buses that cover the Bogotá to Cali route (a 9 hour trip) and surprised the passengers by taking them to
their destination by plane (only 35 minutes). Then we shared their ―high speeds for the price of low speeds‖ experience with the rest
of the country via TV and online. On the website people could follow the stories of the individual passengers, request internet access
and suggest new ideas for the campaign. They did and that‘s how we ended up taking a taxi passenger to his destination in a
helicopter. Our expectation in terms of people‘s response (subscriptions, shares of the story, favourable opinions towards the brand
and word of mouth) was surpassed. People not only kept on sharing but suggested new ideas for the campaign and we ended up
taking a taxi passenger to his destination in helicopter. - This analogue approach in the digital world is unexpected in the category
and ignited the dialogue between audience and brand. - It‘s simple and easy to understand for everybody. - It presented the driver
of the category (speed) in an engaging way that helped differentiate our brand.
Within a week of its launch it was one of the most shared videos in viral video chart. It generated all kinds of positive comments
about the brand (twitter, blogs, facebook, the campaign‘s website). Monthly sales growth went from 3% before the campaign to 42%
right afterwards. (Subscriptions of one year or more) Sales of other products sold in value pack with broadband increased 25%
(Strengthening the relationship with the brand) Telmex went from being #2 to the absolute market leader in less than two months
(Putting an end to the 8 year leadership of its competitor) Source: Quarterly Report of Connectivity –2010 – ITC Ministry of
Technology Information and Communications


Category: Business Products & Services
Title: THE CRYING INVOICE
Advertiser/Client: USG PEOPLE
Product/Service: OUTSOURCING COMPANY
Entrant Company: DUVAL GUILLAUME ANTWERP/MODEM, BELGIUM

USG People is one of the world‘s biggest outsourcing companies, and in Belgium they‘ve recently launched the website. A new portal
for freelancers in search of new projects. Our mission was to build awareness among freelancers and get 5.000 of them to sign up on
the website.

Creative Execution:
By simply sticking the crying chip to their reminder invoices, any freelancer can remind a finance department that they‘re late with
their payment. With a little smile. The way freelancers could get those crying chips for free was signing up to the new portal website.

We learned that one of a freelancer‘s biggest headaches is getting their money on time. Which they usually don‘t because in Belgium
1 in 3 invoices are paid late. Our idea: the crying invoice. A specially designed chip that freelancers can stick to their reminders
invoice and that reacts to light. 20 seconds after the finance department opens the envelope, their reminder invoice will start to cry.
Dramatically. Every freelancer who signed up to the website received a package with sticking crying chips. The crying invoice was
released with nothing more than a press release.

With nothing more than a press release the crying invoice got press coverage in all major newspaper and tv stations, massive
attention in blogosphere, and most important: the objective of 5.000 freelancers signing up to the website was achieved in just 2
days.


Category: Business Products & Services
Title: THE SOUND OF GREEN

In brief: show Swedes that Swedish Postal Service (Posten) are experts in parcel delivery, not only in flat mail. The target audience
was everyone who sends and/or receives things through mail. Since web-shopping, B2C and C2C increases, the business potential is
huge and Posten needs to become top-of-mind in order to become the chosen alternative more often – especially DHL, Schenker
and other competitors are attractive alternatives. The core of the strategy was to show exactly how flexible Posten is when it comes
to delivery of things, not only regular mail, and also portray Posten as a modern communications company.

Creative Execution:
Not only did the execution engage people in an appealing way though the product in itself is rather dull, but it also showed the
modern side of Posten (which is often perceived as an old slow-moving company). Furthermore, the Sound of Green competition
helped proving Posten‘s excellence within the area and also showed their own parcels, which is an important product category of
Posten‘s.
The solution was a competition called ‖The Sound of Green‖, and the idea was to let people look at, shake and above all listen to 80
different parcels, all containing different things (from speakers to hats). The competition was web-based, thus the shaking and the
playing with the parcels were done through one‘s computer. People were given the opportunity to guess what was in the parcels and
if you guessed right, the parcel was sent to your home address. Hence, the target audience got the opportunity to actually see
experience how flexible and excellent Posten is. In order to make people aware of our projects we placed advertising banners on
relevant external websites, as well as on Posten‘s own site, that would lead the target audience to the respective landing site. The
message was spread through social media, which played a key role in driving traffic to the site.
Over the course of 14 days, 140240 guesses were made, i.e. on average 1753 guesses per parcel, which was a lot more than expected.
In the end all parcels had found its way home to a winner and Posten had proved themselves a modern company that are experts in
delivering almost anything to anyone, anywhere. Since people had a view of Posten as an old slow-moving governmental company,
every second of interaction in a new context, which help create a more modern image for Posten, is a positive outcome.


Category: Corporate Image & Information
Title: 4TH AMENDMENT WEAR
Advertiser/Client: 4TH AMENDMENT WEAR
Product/Service: METALLIC INK UNDERCLOTHES
Entrant Company: 4TH AMENDMENT WEAR Boulder, USA

Now there‘s a way to protest those intrusive TSA X-ray body scanners without saying a word. Underclothes printed with the 4th
Amendment in Metallic Ink. Let them know they‘re spying at the privates of a private citizen. The Fourth Amendment to the
Constitution of the United States, meant to prevent unwarranted search and seizure, is readable on TSA body scanners. 4th
Amendment Wear is specifically designed to broadcast messages to TSA X-ray officers just when they are peeking at your privates.
The concept behind 4th Amendment Wear is simple: To get people to think a little more about their constitutional rights. There must
be better ways to keep us safe while also respecting our freedoms.
Creative Execution:
Why give the agents a hassle? Why not just use their own body scanner technology to highlight a statement of protest against being
searched? 4th AW made a statement without having to say a word. It used the very act of invading someone‘s privacy to
communicate a message that questioned how far Americans were willing to sacrifice that sense of privacy. It gave the wearer a sense
of individual liberty to express their concerns, while not causing a disturbance. 4th Amendment Wear is specifically designed to
broadcast messages to TSA X-ray officers just when they are peeking at your privates
We had an idea to use the TSA‘s very own technology as a way to broadcast a statement. We invented a proprietry metallic-Ink and
created a product that would display the 4th Amendment (it‘s the founding principal against unlawful search and seizure without
warrant) when passed through air port security scans. We leveraged social media by linking the site to anti-detection facebook pages,
and word quickly spread. We also sent samples out to various news agencies who couldn't resist reporting on such a hot topic. We
were the first product to ever be designed and tested to specifically appear in shape and letterform under backscatter scanning
machines. The clothes are designed as a silent protest against the new reality of being searched to the point where we‘re basically
naked.
Our website 4thamendmentwear.com received 1,205,397 hits the weekend of launch. 4th Amendment Wear sold out of the first
limited run within 2 hours of launch. 4th Amendment Wear sold out again 3 hours after restocking. After thousands of pre-orders,
wholesale requests, retail buyers wanting to stock 4th Amendment Wear and worldwide distribution offers. 4th Amendment Wear is
launching on a mass production basis in the US.


Category: Charities, Public Health & Safety, Public Awareness Messages
Title: REPAY FOR GOOD
Advertiser/Client: UNICEF
Product/Service: UNICEF DONATIONS
Entrant Company: SERVICEPLAN Munich, GERMANY

Find a way to increase donations to help children all over the world. The intention: even the smallest donation is a big help for the
children in need.

Creative Execution:
The strong truth of this idea is, that the person who sends the message already felt like the money was lost. But for a good cause, it
is appropriate to ask for it again, especially for small amounts. On the other hand, the person who owes the money has no reason to
not donate it. It has never been his money – he just donates it. This way, we use the common habit of the people to create a lot of
little donations. But all together they will help all the children in need around the world

A common habit with a common problem: We all lend little amounts of money to friends. But we hardly get it back. We used this
fact to increase donations. UNICEF „Repay for good―. An app, which enables your friend to donate the money he owes you. We
placed a link on the UNICEF website for people to be able to download the app. It works simply on your smart phone: Choose your
friend who owes you money in the address book, set the amount and choose the UNICEF project you want your friend to donate for.
He then automatically receives a message with a link to a microsite, where he can donate the money.

As we just launched the application, it is hard to judge the results right now. But in the first days, we already received a large
number of donations, with the help of the UNICEF ―Repay for good― app. And every small donation has a big goal: helping children
in need, all over the world.


Category: Charities, Public Health & Safety, Public Awareness Messages
Title: OPERATION CHRISTMAS
Advertiser/Client: MINISTERIO DE DEFENSA NACIONAL
Product/Service: HUMANITARIAN
Entrant Company: LOWE-SSP3 Bogotá, COLOMBIA

After 60 years of struggling against Las FARC, the longest running guerilla warfare group in the world, 6000 guerrillas still remain in
the jungles of Colombia. The Ministry of Defence asked us for an idea to demobilize the remaining guerrillas, but delivering
demobilization messages to them is very difficult because they hide deeper in the jungle everyday

Creative Execution:
Along a strategic guerilla route through the jungle, we chose a 25 meter tall tree to decorate with lights. When guerrillas approached
the tree, movement sensors made it light up and a banner announced the following message: ―IF CHRISTMAS CAN COME TO THE
JUNGLE, YOU CAN COME HOME. DEMOBILIZE. EVERYTHING IS POSSIBLE AT CHRISTMAS.‖

We discovered that Christmas is an emotional time of the year for guerrillas because they are away from their homes and loved ones,
so we created a four-day operation that brought Christmas to the jungle.

331 guerrillas who have demobilized acknowledged that they were motivated to finally give up their weapons thanks to this idea,
that was replicated with 9 more trees. The Operation got so many people involved, that it was shown all over the world through
videos, websites, social networks and blogs. Main local and international media networks like CNN and BBC broadcasted it. This
Operation showed a more humane and positive side of Colombia‘s internal conflict.


Title: GERMANY'S BIGGEST SEARCH FOR MISSING CHILDREN
Advertiser/Client: INITIATIVE VERMISSTE KINDER
Product/Service: MISSING CHILDREN'S INITIATIVE

Every year in Germany, over 100,000 children are reported as missing. Around 1,500 of these cannot be traced even over a more
extended period of time. ―Initiative vermisste Kinder‖ (Missing Children‘s Initiative) has been supporting the parents involved for over
twelve years in the search for their disappeared children. The aim was to create greater awareness for missing children and their
parents in the public‘s mind. So, on behalf of our new client ―Initiative Vermisste Kinder‖, we aimed to launch a campaign in which
people from across the country could play an active role in the search.

Creative Execution:
By using a range of media in combination we were able to establish "Deutschland findet euch― as the world‘s largest network for
tracing missing children. But the best message is that, to date, one missing child has already been traced via the Facebook action
and the mother has offered her grateful thanks – on the campaign website.

We reinvented the way of searching for missing children: Under the title ―Deutschland findet euch‖ (Germany will find you) we used
facebook to launch Germany‘s first and largest-ever campaign to find missing children. In order to bring together Germany‘s biggest
search party, a whole range of media measures was used to raise awareness for the ―Deutschland findet euch― platform. By using
downloadable missing children posters, promotional campaigns, a music-video, Ambiant-Media ideas, Billboards, Online-Advertising,
interactive Music-Videos, an iPhone App and more.

The initiative in figures: • Over 100,000 Facebook fans • 15.000.000 Euro Media coverage • A total global exposure of 120.000.000


Title: SHARE YOUR PARENTS
Advertiser/Client: STUDIO BRUSSELS
Product/Service: CHARITY
Entrant Company: MORTIERBRIGADE Brussels, BELGIUM

Music for Life, the yearly charity event organized by radio station Studio Brussels and the Red Cross, this year was all about the
15.000.000 orphans from aids parents. The objective of the campaign was to create awareness for the topic. And collect money to
support the orphans. Via a direct approach of both Belgian children and their parents. Because they are the most sensible target
group in this matter.

Creative Execution:
It was a smart way to demonstrate to both children and parents what the orphans miss most. And again, they were the most
sensible target group in this matter.

n Belgium the children have pretty much everything they need. So we asked them to give some of the attention and stuff they get
from their parents, to the orphans. We asked them to share their parents. With a direct approach via their school agenda. Stickers
without website were distributed to many schools.

140,000 agenda stickers were distributed to the schools via the Belgian government. 1200 children promoted their parents online.
The winning parents went to Swaziland to help the orphans, and shared their experiences with the Belgian people. Meanwhile the
Belgian people shared 5,020,000 euro with the orphans. The best result since Music for Life first started.

http://www.canneslions.com/work/media/

Category: Best Use of Outdoor
Title: HOMEPLUS SUBWAY VIRTUAL STORE
Advertiser/Client: TESCO
Product/Service: RETAIL
Entrant Company: CHEIL WORLDWIDE Seoul, KOREA

Results and Effectiveness
People could encounter TESCO HOMEPLUS wherever they go without having to visit the actual store. It was an efficient way to shop
so people could enjoy their free time. After this campaign, on-line sales increased tremendously (Nov.2010-Jan.2011). Through this
campaign, 10,287 consumers visited the online HOMEPLUS mall using smartphones. The number of new registered members rose by
76%, and on-line sales increased 130%. Currently, HOMEPLUS is No.1 in the on-line market and is a very close 2nd offline

Creative Execution
Let the store come to the people! We created virtual stores in subway stations hoping to blend into people's everyday lives. Our first
attempt was at busy subway stations in rush hours. Although virtual, the displays were exactly the same as actual stores – this
included the merchandising. Only one thing is different, you use smart phones to shop! Scan the QR code with your phone, and the
product automatically lands in your on-line cart! When the online purchase is done, it will be delivered to your door right after you
get home.
Insights, Strategy and the Idea
South Korea is a unique market. Even the most powerful global corporations tend to fail miserably in the Korean market. Walmart
and Carrefour had to pack up their bags and leave. On the contrary, TESCO has been evolving itself, adjusting to the local market. It
even changed the name itself, from TESCO to HOMEPLUS! And at last, it grew to the rank of No. 2 in Korea! But TESCO had to
overcome one obstacle - fewer stores compared to the number one company, E-mart. Could we become No. 1 without increasing
the number of stores? We conducted an in-depth study into Koreans once more. Korean are the 2nd most hard-working people in
the world! For them, grocery shopping once a week is a dreaded task. So we decided to approach these busy and tired people.

http://www.canneslions.com/work/media/entry.cfm?entryid=3548&award=2

Category: Best Use of Print
Title: YOUR HAPPY NEWS IS OUR TOP STORY
Advertiser/Client: IWATE NIPPO
Product/Service: IWATTE
Entrant Company: HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN

2 million hits to the Iwate Nippo website since the launch of IWATTE ・151% increase in awareness of Iwate Nippo since the launch
of the service according to a survey ・20% increase in young people wanting to join the company compared to the previous year ・
100% maintenance of circulation since the launch of IWATTE

Creative Execution
To create a new bond with readers as a ―newspaper loved by local residents,‖ the newspaper decided to celebrate its readers‘ good
news. This is how IWATTE was born. IWATTE is a special edition newspaper service that anyone can use to publish their news. Users
can easily sign up online and then share their printed newspapers with friends and family. We proposed the IWATTE system in which
readers communicate their news to the newspaper, which would then print that news, because to a reader, happy news close to
home is just as important as world news. The service was embraced by a large number of readers and created a lot of buzz. After the
service was launched, the buzz grew even larger and was eventually a hot topic among the media despite the fact that almost no
advertisements had been run in the mass media.
Iwate Nippo, a newspaper company in a rural Japanese town, faced the problems of dwindling circulation and a growing indifference
towards newspapers amongst youth. The newspaper needed something to help it break free from these trends and create a new
bond with readers as a ―newspaper loved by local residents‖. Although today‘s world is applauded for its globalization, we focused
on the local residents who are the newspaper‘s clients and created a system in which individual readers could utilize the media
power of the newspaper to communicate any type of good news, be it small, everyday types of happiness or huge, life-altering types
of happiness.

http://www.canneslions.com/work/media/entry.cfm?entryid=13384&award=2&keywords=&order=0&direction=1&from=1&to=50

Category: Best Use of Ambient Media: Small Scale
Title: SPORTY VOUCHERS
Advertiser/Client: SPORTSCHECK
Product/Service: SPORTS STORE
Entrant Company: OGILVY FRANKFURT, GERMANY

We distributed 2,500 vouchers in Frankfurt, of which 23.6 % were redeemed in store. This increased sales by up to 17.2%. The citizens
of Frankfurt liked the idea and took pictures of it. These vouchers inspired our target audience to do more winter sports.

Creative Execution
With unique use of media, we transformed snow-covered cars into skid-marked ski slopes. Miniature snowboarders and skiers show
the fun side of winter – and are also giving out discount vouchers for winter sports equipment from the new SPORTSCHECK store in
Frankfurt. These appealing vouchers tell the story of great winter sport action on the roofs of people‘s cars. They are as impactful as
the SPORTSCHECK TV commercial, and convey the SPORTSCHECK message of ―Wir machen Sport‖ ("We do sport") in a simple,
engaging way.
Midway through the winter sports season, in January 2011, SPORTSCHECK Frankfurt asked for an impactful idea to drive sales of
winter sports equipment and to remind Frankfurt citizens that snow can be great fun. Nobody likes scraping snow and ice off their
cars every morning. How we can use this unpopular snow to show the bright side of winter?


Category: Best Use of Ambient Media: Small Scale
Title: SPORTY VOUCHERS
Advertiser/Client: SPORTSCHECK
Product/Service: SPORTS STORE
Entrant Company: OGILVY FRANKFURT, GERMANY

- More than 2 million hits in 5 weeks on YouTube - 5th most viewed YouTube channel in December 2010 - Thousand of tweets,
blogs, Facebook and web articles - Talked about on 2 National TV channels (more than one minute each) - More than 1 million
Euros in earned media - 3 times more traffic on www.autoliberte.fr (the product‘s website) And … 83% more subscriptions to
AutoLiberté

Creative Execution
A series of viral videos were created that captured a well-orchestrated stunt, where car owners get pranked by getting their cars
towed away and replaced with a crushed car. The gag was then continued, through a partnership with a radio station, where a call
from our distressed car owner was broadcast live and this fuelled the discussion around the difficulty of car ownership. The
partnership with the famous NRJ radio station initially started the buzz through on air discussion and videos on NRJ‘s website. This
initiated YouTube hits, and when the number of hits grew exponentially, the videos and YouTube channel appeared in the most
viewed section on YouTube. A large amount of earned media was generated: numerous blogs, online magazine articles, and 2
national TV channels talked about the operation.
To promote ―AutoLiberté‖, a new service provided by car rental company Europcar, in an impactful way to raise awareness quickly
and drive car owners in France to consider an alternative to car ownership. AutoLiberté is a monthly subscription that gives you the
flexibility of using a car on demand without all the expenses and hassle of car ownership. Subscribers have a large range of cars at
their convenience, have no maintenance or insurance costs and can choose the time and length of rental according to his or her
needs. The small budget drove us to a digital campaign to generate the conversation, with YouTube as a key pillar and a partnership
with NRJ (popular radio station). A classical approach with only traditional media and banners would not have created the visibility
and virality that has been produced by this campaign.


Category: Best Use of Branded Content
Title: THE MISSING CHILD
Advertiser/Client: INITIATIVE VERMISSTE KINDER
Product/Service: MISSING CHILDREN'S INITIATIVE

Broadcast live in over 40 countries, the kick-off put the fate of missing children at the forefront of public attention nationwide for the
very first time. The game was watched by 15 million TV viewers. Followed by more than 40,000 new Facebook fans recruited. There
were uncountable reports in numerous print and online media, including all main TV channels. Today, over 100,000 Facebook fans
are currently participating via DEUTSCHLAND FINDET EUCH.

Creative Execution
At the match FC Bayern Munich versus Real Madrid, Bayern captain Mark van Bommel entered the playing field without a player
escort kid holding his hand to accompany him. Instead, the Munich player was carrying a poster with a photo of the missing girl
Debbie and a reference to the website. Media had already been informed in advance and sports reporter Béla Réthy informed
viewers live in 40 countries about the DEUTSCHLAND FINDET EUCH campaign.

Every year in Germany, more than 100,000 children and young people are reported missing. So on behalf of ―Initiative Vermisste
Kinder‖ (Missing Children‘s Initiative) we launched a unique campaign designed to track them down: DEUTSCHLAND FINDET EUCH
(Germany will find you). The brief was to quickly establish the Facebook page as a high-profile cause. We focused on people living in
the Germany/Austria/Switzerland region. Therefore we used a football match between FC Bayern Munich and Real Madrid.


Category: Best Use of Branded Content
Title: GT ACADEMY
Advertiser/Client: NISSAN / SONY PLAYSTATION
Product/Service: NISSAN SPORTS CARS AND GRAN TURISMO 5
Entrant Company: MANNING GOTTLIEB OMD London, UNITED KINGDOM

The Nissan PlayStation GT Academy TV series was picked up by over 160 broadcasters worldwide and generated hundreds of digital
and paper column inches of PR. The game demo Gran Turismo needed for sign-up was downloaded over 1.3 million times, the most
ever for a single title on PlayStation. Other markets have now taken an interest in creating fully localised versions of GT Academy,
with the US and Japan already planning their own series‘.

Creative Execution
The drivers at the GT Academy were coached and judged by racing legends Eddie Jordan, Johnnie Herbert and Sabine Schmitz. The
intense week long programme included dogfights in Nissan GT-R‘s to tackling military assault courses, judging and whittling down
the group until one worthy driver was left standing. Content is at the heart of this idea, with daily blogs, tweets and webisodes
filmed and uploaded at the end of each day so the thousands of fans and millions of almost-applicants could follow the action as it
happened. Fast cars, big dreams and a heroic journey also made the perfect ingredients for a Primetime TV show and we turned
every moment of GT Academy into a 6 part series in stunning HD – for a global entertainment junkie audience of TV viewers and
PlayStation gamers.
We had to prove that Nissan make the worlds best race cars… and promote PlayStation‘s flagship title Gran Turismo - the world‘s
most realistic racing game. The insight was simple - all gamers dreamt of racing the word‘s fastest cars for real and Gran Turismo
was the closest they could ever get to it. We wanted give gamers a chance to prove their skills on a racing track, so we created the
Nissan PlayStation GT ACADEMY – a real life racing school with a single, compelling promise… That the world‘s 20 best gamers could
enter and that one would leave as a professional racing driver – for the official Nissan PlayStation team in the Le Mans 24 Hour!
Based at Silverstone, this week long school took in gamers from across the world to test their instincts and hone their skills –
embodying the PlayStation belief that ‗The Game is just the start‘.

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