By Newcast (now Moxie).

2. The very best of
Brand Content 2010
I II
III IV

3. I
Cannes Lions 2010
Cannes France
“ Cannes Lions International Festival of Creativity is the world's
biggest celebration of creativity in communications. As the most
prestigious international advertising awards, more than 24,000
entries from all over the world are showcased and judged at the
Festival. Winners receive the highly coveted Lion trophy, presented
at four award ceremonies throughout the week. The Festival is also
the only truly global meeting place for advertisers, advertising
and communication professionals. ”

4. AUDITORIUM
HEINEKEN
JWT ITALY
GOLD OUTDOOR, PR PROMO &
ACTIVATION LIONS &
SILVER DIRECT LION &
BRONZE DIRECT LION
CHALLENGE
Connect with the core audience – aging young men,
with increasing work and family duties – in an
emotional way that will make them remember what the
brand stands for (i.e. friends and entertainment).
IDEA
Create an unconventional brand experience, by
staging a fake classical music concert at the same
time as the Real-Madrid vs Milan AC football game.
Trap 1000 Milan AC fans into believing they will miss
the match because they are attending that concert to
please their bosses / teachers / girlfriends. Then
reveal it was all a joke 15 minutes after the concert
had begun, while broadcasting the event live on TV,
just before the match.
RESULTS
6,000,000 people saw it live on TV; 10,000,000 heard
about it the day after; 5,000,000 visitors flocked onto
the dedicated website during the two weeks that
followed the event.
LINKS
http://bit.ly/ayb75x

5. YELLOW CHOCOLATE
YELLOW PAGES
NEW ZEALAND
COLENSO BBDO
NEW ZEALAND
GOLD MEDIA LION /
SILVER TITANIUM &
INTEGRATED LION &
BRONZE CYBER LION
CHALLENGE
Change how Yellow Pages are perceived. Make them a
tool as modern and as relevant as Google, whether it
be online or offline.
IDEA
Show how Yellow Pages can help anyone get any job
done by giving a random person a nearly impossible
task – i.e. creating something that “tastes of yellow” –
to be completed only by contacting experts and
businesses found in the Yellow Pages.
RESULTS
Online Yellow Pages usage climbed 9% 61% recall for
;
the campaign and 27% Neo-Zelanders talking about it
in everyday speech (= the most talked-about campaign
in New-Zealand); selling a piece of direct marketing
for $2 and making it the fastest selling chocolate
bar ever in New Zealand.
LINKS
http://bit.ly/aButOh

6. REPLAY
GATORADE
TBWA/CHIAT DAY
LOS ANGELES
GRAND PRIX PR & PROMO &
ACTIVATION, GOLD FILM, PR,
PROMO &
ACTIVATION & TITANIUM &
INTEGRATED LIONS &
SILVER MEDIA LION &
BRONZE CYBER LION
CHALLENGE
Reconnect with a target that is no longer drinking
Gatorade, that barely has time to exercise and/or
that thinks Gatorade mainly addresses young
sportsmen needs.
IDEA
Bring back the original players (now in their mid
30s) from two 1993 high school football teams to
replay their rivalry game that ended in a 7-7 tie –
thus making them realize how a little bit of
training, confidence and Gatorade are enough to
reignite their athletic spark and to keep being an
athlete, no matter what. Then turn it into a five
part online documentary for all to see.
RESULTS
Regional Gatorade sales increased 63% Replay ;
generated US$3,415,255 worth of earned media (from
just US$225,000 in paid media – i.e. 14,000%ROI); season
1 content aired nationally to 90 million households;
named one of CNN’s Top Stories of 2009.
LINKS
http://bit.ly/a2njA2

7. LIVESTRONG
NIKE
WIEDEN+KENNEDY
PORTLAND
GRAND PRIX CYBER &
GRAND PRIX INTEGRATED
CHALLENGE
Renew Nije’s broader commitment to sports – that does
not only encompass moments of joy and success, but
also acknowledges moments of doubts, uncertainty
and difficulties – as illustrated by its Courage
campaign, launched during the 2008 Beijing Olympics.
IDEA
Give consistency to the Lance Armstrong’s sponsoring
and make the most of his fight against cancer,
associated with his Livestrong foundation. Build a
‘It’s About You' themed campaign, that ties together
many different pieces: an inspirational film series,
a Lance Armstrong 'Just Do It' commercial, print, out-
of-home advertising… And a new medium: The Chalkbot
– which allows the world to see people’s words of
memoriam, hope and courage chalked onto the roads
of the Tour de France.
RESULTS
Sales increased 46% during the campaign; the
Livestrong Facebook community doubled; the Chalkbot
gathered 4,000 followers on Twitter and wrote 5400
messages.
LINKS
http://bit.ly/eybAmR

8. II
The Cristal Festival
Crans Montana - Switzerland
« Since its creation in 2001, the Cristal Festival unites
the professionals of the advertising world: the main agencies,
advertisers, producers, directors, Media, survey companies,
journalists, TV producers ... in a series of rich and convivial
exchanges. The Cristal Festival promotes French and European
advertising creations and rewards the best work produced on
various media. »

9. SANDWICH
Walkers / Pepsico
AMV BBDO UK
CYBER / INTEGRATED /
GRAND CRISTAL
CHALLENGE
Create new consumption opportunities for Waljers’
crisps, and promote them on both B2B & B2C levels.
IDEA
Illustrate the brand promise (Walkers can help make
any sandwich better) through a funny brand utility
operation, where the Brand takes control of the
English town named Sandwich, turning its inhabitants
everyday life into something extraordinary. Hence the
resulting surprise events, such as Jenson Button
driving a cab around town, Pamela Anderson pouring
beers at the local pub, free sandwiches for everyone
made by triple-Michellin-star chef Marco Pierre White
etc. Eventually, the brand benefited from massive
earned media, generated either through the tweets of
celebrities involved, the posts of local inhabitants on
their Facebook profiles and their blogs or the
national news coverage. In the end, it even convinced
major supermarkets to give Walkers a long-term space
in the sandwich aisles.
RESULTS
A 5% increase in sales; £3.2 million worth of coverage;
53% recall; 1.6 million views for the videos – all this
through a one day event, with a minimum traditional
media spend.
LINKS
http://bit.ly/eZfIHq

10. MES COLOCS
BNP Paribas
PUBLICIS CONSEIL
Cristal Festival -
Consumer Marketing &
Brand Activation /
Cyber / Media / Brand
Content
CHALLENGE
Create brand preference among the 18-25 year-olds – a
key target for banking, as they represent new
customers, who are all the more scarce as people
hardly ever switch banks once they have settled on
one after leaving their parents’.
IDEA
Hold true to BNP Paribas communications territory
(dramas & movies) and create a webseries revolving
around one of the main issue affecting young people –
housing. Then link it to the solutions the bank offers
them in that domain. Let it be directed by an acclaimed
author – Riad Sattouf, best known for its depiction of
young people through its first feature film, Les Beaux
gosses. And plug it to a 360 platform (TV, press, radio,
web) where the brand is not mentioned at first – and
then uses the characters as spokespersons.
RESULTS
6,5% increase in the number of young people applying
for credit; 1,6%increase in the number of young people
opening accounts; more than 11 million Internet views;
more than 20 000 fans on Facebook; at the request of TV
channels in great affinity (MCM / NRJ 12) with the
target audience, prime time broadcast of 10 episodes of
the series.
Links :
http://bit.ly/g4dBSC

11. STREET CHILDREN
CARITAS UK
LEO BURNETT UKRAINE
MEDIA CRISTAL
CHALLENGE
Even though the problem of homeless children is
reaching an all-time high in Ukraine, people seem
less and less concerned about it – mainly because
police tend to remove them out of public view, outside
the city.
IDEA
Make the most of street art and flyposting to bring
children’s figures back into the city centres and
into people’s top of mind – with a simple message
accompanying those illegal posters: ‘you can remove
me, but not the problem’. While street artists kept
replacing the ripped-off posters, inserts using the
same key visuals and tagline were inserted into
magazines – and intrusive banners and pop-ups were
displayed on various websites. Last but not least,
some celebrity pictures on Facebook were photobombed
with the children’s figures inserted in the
background.
RESULTS
PR; public debate; increase in donations.
Links
http://bit.ly/e0dtR1

12. BEING HOMELESS
SAMUSOCIAL PARIS
PUBLICIS CONSEIL &
PUBLICIS.NET (FRANCE)
CYBER & INTEGRATED
CHALLENGE
Fight against prejudices people may have regarding
the homeless – one of them, shared by 1 person out of
2, being that if a homeless person cannot get off the
streets, it is hisher fault – at a time when the Samu
Social needs funding more than ever (both from the
government and individual donations).
IDEA
Record homeless people’s everyday life as they live
it – that is through their own own eyes, thanks to a
pair of sunglasses with a built-in camera . Then
falsely appeal to people’s voyeuristic tendencies by
inviting them (through banners, press inserts and
stickers) to watch the whole experience on a
dedicated website. And make them experience how hard
it is to get off the street, by preventing them from
leaving the site once they have launched the video
(when visitors want to leave, an error message
appears : ‘sorry, it’s not that easy to escape the
street’) – save a click on the Samu Social logo, the
only way to escape, which redirects them to a
donation page.
RESULTS
A 12% increase of individual donations; a 10%
increase of government funding; more than 100.000
people visited the site during the first week of the
campaign – and 72%of them returned to the site.
Links
http://bit.ly/fp9W86

13. LOUD
ESTEE LAUDER
& TOMMY HILFIGER
THE HOURS
CRISTAL FESTIVAL
BRAND CONTENT
SPECIAL MENTION
CHALLENGE
Stand out from other fragrances in a saturated
market (over 250 new product launches per year) and
create preference among young people.
IDEA
Build a lifestyle brand by creating an integrated
campaign that ties the product and its
communications together around music – a key
interest of young people. Partner with a rising and
trendy band (The Ting Tings) and involve them at
every stage, from the design of the product (record-
shaped bottle, fader-knob-like cap) to the print,
digital and TV campaigns (recording of an exclusive
anthem, entitled ‘We’re not the same’) – the whole
operation ending with a live + digital event (an
exclusive Ting Tings concert). A dedicated web radio
was also launched to build further upon the
product’s universe.
RESULTS
$1.800.000 worth of PR coverage; 300.000 downloads of
the anthem song; 506 000 Facebook fans; Tommy
Hilfiger decided to expand the Loud message to other
product ranges, such as Tommy Hilfiger Denim.
LINKS
http://bit.ly/hccH6B

14. III
Paris¨- Grand Prix du Brand Content
Paris - France
« The Grand Prix of Brand Content aims to reward the best
editorial brand strategies and to promote the talents of
professionals on this field of expertise. Innovation, quality and
impact are the key criterias of the juries in the process of
selecting the winners. »

15. UDANCE
ALWAYS
STARCOM, NEWCAST
GOLD – GRAND PRIX DU BRAND
CONTENT ENTERTAINMENT
CHALLENGE
Reach 11-15 year old target’s (TV addict, digital
natives) Brand Preference for Always by creating an
emotional bond and dialogue. Make the brand become
the hero through a powerful story able to interest
the crowd aiming to reach effective ROI. Transform
their affinity to the brand into buying intentions.
IDEA
Conceive a web-series concept with the catchphrase :
« feeling good with your body in order to make your
reams become reality ». Orchestrate a national
casting and select 7 finalists who will be sent to
New York where they will take dance lessons with a
world famous choreograph. The winner will dance in
the music clip of the French singer Sheryfa Luna.
Build the strategy around a digital campaign, a
dedicated web site, a star, interaction, real
adventure.. Choose strategic partners as MSN, NRJ and
Dailymotion.
RESULTS
First web-series to reach such huge a success that
it ended up becoming a TV partnership. 1,6 million
viewers of the videos on Internet and 8 million
contacts on TV, very important media exposure and
earned media generation.
LINKS
http://dai.ly/hdsmXS

16. STREET FASHION
LA REDOUTE
ZENITH OPTIMEDIA ,
NEWCAST,
MONDADORI FRANCE
PUBLICITÉ
GOLD – GRAND PRIX DU BRAND
CONTENT CAT.COMMERCE,
DISTRIBUTION
CHALLENGE
Attract and increase proximity with young
consumers and bring the new brand signature
« everything is authorized » (Tout est permis) to life.
Increase the notoriety and improve the brand image
(as it is too often perceived as “old fashioned” and
“average quality”).
IDEA
Organize a teasing phase through a nation wide
digital casting and recruit models to prepare a
Street Fashion Show. Build up a strong media
partnership with Grazia, and take profit of all its
communication means (PR, editorial, website and
social networks..) to orchestrate the campaign. The
selected consumers wear La Redoute creations,
pictures are edited in Grazia (top 3 become guest
stars). An iPhone Shopping application is also built.
RESULTS
A powerful media integration : La Redoute & Grazia.
500 participants to the casting. 70% of readers want
to discover next campaigns and 64% think they now
have a more positive perception of La Redoute as a
brand. 11% of click rate on the iPhone application
in one week.
LINKS
http://bit.ly/gkYfts

17. PIMP MON TRACTEUR
MCDONALD'S
FUSE /OMD/ MTV NETWORKS
GOLD – GRAND PRIX DU
BRAND CONTENT CAT.
ALIMENTATIONS, BOISSONS
CHALLENGE
Re-launch of the famous Mc Farmer for one month,
and animate the chains dynamism and entertainment
values. Strengthen the brand friendliness to the
eyes of the “15-24” years old target and its “nature &
authenticity” oriented positioning on the very
competitive fast-food market.
IDEA
Associate the campaign to a successful MTV program,
Pimp My Ride and produce a special episode
presented by a famous humorist, Ramzy Bédia : Pimp
My Tractor. Incarnate the product’s “authenticity”
through the choice of the concept and the
participants of the program : young farmers and
their tractors. Organize media orchestration of the
casting and of the consumer audience through a 360
approach : display , press, TV and billboard
campaign.
RESULTS
24 broadcasts of the program, 11 467 000 contacts
reached through the MTV audience (BtoC)
LINKS
http://bit.ly/eMzEOG

18. THE GREATEST GAME
LOUIS VUITTON
OGILVY ONE
GOLD – GRAND PRIX DU BRAND
CONTENT CAT. LUXE
CHALLENGE
Increase the brand’s engagement on a multi-
generational male target through the world.
Continue nourishing the “The Journey” campaign on a
new field. Make football meet with “premium” through
a very emotional and premium approach. Incarnate
the “iourney” by making emerge consumers’ memories
of big Football achievement moments (for instance,
what they were doing, where they were and how they
felt when Maradonna made his team win the world
cup in 1986.)
IDEA
An epic encounter of 3 styles, 3 generations, 3
countries… of footballers : Zinedine Zidane, Diego
Maradona and Pelé. Tease the audience about the fact
that the stars will soon play 1 on 1 baby-foot
matches. Ask visitors to vote, on an interactive
platform, for who they think will win, show
statistics of votes through the world, make it
possible to share comments and votes on social
networks.. Make it possible to them to direct a video
interview of the players by choosing the questions,
cutting, editing the video and sharing it with their
friends…
RESULTS
Most successful Louis Vuitton campaign ever.
Thousands of fans through the world watched and
commented. Over half a million visitors through the
world.
LINKS
http://bit.ly/i8nLJK

19. THE BEST AD IS YOU
GILLETTE – P&G
STARCOM
GOLD – GRAND PRIX DU
BRAND CONTENT
CAT.HYGIÈNE, BEAUTÉ, ET
COSMÉTIQUE
CHALLENGE
Pre-launch buzz campaign for Gillette Fusion Pro
Glide in France aiming to build a momentum for the
official launch. Attract the attention of potential
customers pre-launch by captivating 2/3 of the French
male populations attention. Generate “real” consumer
ambassadors for the brand.
IDEA
Create a viral hoax : Leak a footage from the shoot
with JCVD refusing to do what is asked of him for a
TV spot. Activate media through a partnership with
TF1 (the leading TV network and online portal) to
launch the Gillette Fusion Pro Glide open casting
campaign for real men to replace JCVD as
spokesperson. Make “Real men” sign up across the
country to experience first-hand and on camera.
RESULTS
1980 casting participants, 41 PR clipping and TV
coverage, 5 186 984 views, over 60% of the target was
exposed to at least one brand campaign message.
LINKS
http://bit.ly/hjWIra

20. IV
One Show Entertainment
New York - USA
“ One Show Entertainment is the longest running award show of its
kind to exclusively recognize the intersection between brands and
entertainment. With a diverse jury from the entertainment,
production and advertising industries. Beyond traditional product
placement, One Show Entertainment honors the strategy and
creative thought process that inspires today's riveting brand
messages, while producing content that is genuinely
entertaining. ”

21. PORTRAITS OF
BRADDOCK
LEVI STRAUSS & CO
WIEDEN+KENNEDY &
DON’T ACT BIG
GOLD –CAT. DOCUMENTARY FILM
CHALLENGE
Investing in Levi Strauss’ American brand identity
and differentiation, its historical brand shared
value and taking a position towards consumers in
the midst of a global financial crisis context.
Develop a positive corporate worth of mouth campaign
and stimulate sincere brand ambassadors by engaging
consumers in a meaningful conversations.
IDEA
Build up a collaboration with Braddock,
Pennsylvania, a broken town struggling to reinvent
itself and create a parallel with the brands values.
Invest in the town’s community center, public library,
and urban farm. Communicate across the Americas from
the top of Canada, throughout the United States,
Mexico and South America, through a campaign that
tells the story of the people of Braddock in
association with IFC and Sundance Channel. Cinema, TV,
print, out-of-home installations, digital elements and
more.
RESULTS
Second quarter revenues for 2010 are up 8% on 2009 ,
with much of the marketing activity around he new
women’s range yet to emerge. Strong earned media
generation, word of mouth.
LINKS
http://bit.ly/gSO4v8 / http://scr.bi/gen0I0

22. REAL GOOD
EXPERIENCE
BLU DOT
MONO
GOLD CAT.
INNOVATIVE MEDIA
CHALLENGE
Demonstrating the product benefits not by telling
them but by putting the product in real people’s
hands, through an audacious communication strategy
that incarnates the brands “avant-gardes” values.
Generating a natural and sincere WOM and verbatims
around the brand and its products qualities to
increase notoriety with limited budget.
IDEA
Put some “Real Good Chairs” in the streets of New
York. Film the reaction of people who pass by,
towards the chair. Wait until someone takes it and
brings it back home. Follow the person through GPS
signals thanks to a device installed under the
chair. Go ask the person why he or she took the
chair and what he or she thinks about it : comfort,
design, quality of material, etc… The concept is
inspired by the “curb-mining” (the act of finding
furniture and art on the street).
RESULTS
Great PR and earned media generation. For two days,
the experiment captured the fascination of New
Yorkers, the blogosphere and beyond, with press
coverage by everyone from Dwell to the The New York
Times Magazine.
LINKS
http://bit.ly/eWCPnX

23. IHOBO
DEPAUL UK
PUBLICIS/LONDON/
TWENTYSIX DIGITAL/
MR & MRS SMITH/
WHILELOOP/ THE MILL
GOLD CAT. GAMING ONLINE
CHALLENGE
Increasing awareness and donations amongst a
younger target audience (as the average donor age of
65+) for the youth homelessness charity, Depaul UK.
Pushing young individuals to face the complex and
sad truth about the Homeless-issue by using the rules
and storytelling of a serious-game application, in
order to deliver message both emotional and rational,
and create reaction.
IDEA
Build up an application of a virtual homeless who
will live in the users iPhone for 3 days. The user
will have to look after him. If the user doesn’t give
him what he needs his life spirals will go out of
control, he’ll spend money on drugs not food, sell his
sleeping bag. iHobo shows how complex the homeless
problem is and that giving them some money is not
the answer. At the end of the game, the user can play
again or donate to Depaul UK.
RESULTS
Hobo reached no 1 in the App Store's free app chart
within a week of its launch and in just over three
weeks, it had achieved over 300,000 downloads.
LINKS
http://bit.ly/9iG8p4

24. HARDEST WORKING
AMERICAN
MITCHUM
CREATIVE ARTISTS
AGENCY/BRETT RATNER
BRANDS/LOS ANGELES
GOLD CAT. ENTERTAINMENT CAMPAIGN
CHALLENGE
First campaign since 2005. Mitchum needs to increase
awareness and proximity with a strategic target.
They want to express that Mitchum accompanies
Americans each day of hard work, in their brand DNA
and attract a brand engagement from the
“hardworkers ” target by giving them their moments
of glory and time to appreciate their own work and
ask for appreciation, as they deserve.
IDEA
Feature a contest designed to find and reward the
hardest working person in the country based on
video submissions to the campaign's site :
mitchumhardestworking.com. Activate TV, print and
digital media, as well as social networking
platforms. Enable nominees to campaign for
themselves an online campaign tool kit and a
campaign site with a unique URL. Give them custom
web banners, and the possibility to even create and
purchase physical goods (such as shirts, mousepads,
and mugs) encouraging the public to vote for them.
RESULTS
500 participants generating successful WOM and
Earned media, 7800 fans attracted to the Facebook
page, 1238 followers to twitter.
LINKS
http://bit.ly/i4SdWC

25. twitter.com/newcastvivaki