2. Niniejsza prezentacja stanowi przegląd prac nagrodzonych podczas festiwalu Cannes Lions 2011.
Uwzględnione zostały w niej wyłącznie nagrodzone prace w szeroko pojętej kategorii niestandardów –
ambient media, guerrilla marketing, experiential marketing, a także wykorzystujące nowe technologie,
tj. mobile marketing i digital outdoor.
Prace z tych kategorii archiwizuję od 2008 roku do swojej pracy doktorskiej. Niestety, w ramach
festiwalu Cannes Lions nie ma jednej kategorii zbiorczej „non-standard”. Wyszukiwanie takich
kampanii polega więc na niezwykle czasochłonnym przeglądaniu wszystkich kategorii i podkategorii.
W tym roku zdecydowałam się podzielid swoją pracą z czytelnikami mojego bloga http://hatalska.com,
po raz pierwszy w formie prezentacji. Wierzę, że przegląd najlepszych niestandardowych kampanii
okaże się dla branży inspirujący i w kolejnych latach polskie agencje będą triumfowad w tej kategorii
w Cannes :).
Natalia Hatalska
4. Category: Best Use of Ambient Media: Small Scale
Title: SPORTY VOUCHERS
Advertiser/Client: SPORTSCHECK
Product/Service: SPORTS STORE
Advertising Agency: OGILVY FRANKFURT, GERMANY
Nagroda: ZŁOTO
5. Case dostępny pod adresem: http://www.youtube.com/watch?v=7crzaXLtjA0
Category: Best Use of Special Events and Stunt/Live Advertising
Title: CRUSH HOUR
Advertiser/Client: EUROPCAR
Product/Service: AUTOLIBERTE
Advertising Agency: OGILVY FRANCE Paris, FRANCE
Nagroda: ZŁOTO
6. Category: Best Use of Other Digital Media
Title: SAVE AS WWF
Advertiser/Client: WWF
Product/Service: WWF
Advertising Agency: JUNG von MATT Hamburg, GERMANY
Media Agency: GOSIGN MEDIA Hamburg, GERMANY
Nagroda: ZŁOTO
7. Category: Best Use of Ambient Media: Large Scale
Title: EQUIPPING THE MOST EXPOSED
Advertiser/Client: STADA
Product/Service: GRIPPOSTAD C FLU MEDICINE
Media Agency: INITIATIVE MEDIA Hamburg, GERMANY
Nagroda: SREBRO
8. Category: Best Use of Ambient Media: Large Scale
Title: KALEIDOSCOPIC FASHION SPECTACULAR
Advertiser/Client: TARGET
Product/Service: TARGET
Advertising Agency: MOTHER NEW YORK, USA
Nagroda: SREBRO
9. Category: Best Use of Special Events and Stunt/Live Advertising
Title: KOC GROUP MEDIA PITCH
Advertiser/Client: MINDSHARE
Product/Service: MINDSHARE SERVICES
Media Agency: MINDSHARE Istanbul, TURKEY
Nagroda: SREBRO
10. Category: Best Use of Special Events and Stunt/Live Advertising
Title: THE 250KM WAVE
Advertiser/Client: KYUSHU RAILWAY COMPANY
Product/Service: BULLET TRAIN
Advertising Agency: DENTSU Tokyo, JAPAN
Nagroda: SREBRO
11. Category: Best Use of Mobile Devices
Title: THE COMMBANK PROPERTY GUIDE APPLICATION
Advertiser/Client: THE COMMONWEALTH BANK OF AUSTRALIA
Product/Service: HOME LOANS
Advertising Agency: THE WHITE AGENCY Sydney, AUSTRALIA
2nd Advertising Agency: VIVANT Sydney, AUSTRALIA
Media Agency: IKON COMMUNICATIONS Sydney, AUSTRALIA
Nagroda: SREBRO
12. Category: Best Use of Mobile Devices
Title: THE SAMPLER
Advertiser/Client: CONVERSE
Product/Service: MOBILE APP
Entrant Company: R/GA New York, USA
Advertising Agency: R/GA New York, USA
Nagroda: SREBRO
13. Category: Best Use of Ambient Media: Small Scale
Title: SPONGEPILL
Advertiser/Client: GLAXOSMITHKLINE
Product/Service: PAIN RELIEF
Advertising Agency: 4 AM SAATCHI & SAATCHI Guatemala, GUATEMALA
Nagroda: BRĄZ
14. Category: Best Use of Ambient Media: Small Scale
Title: SAFE CHILD ON THE NET
Advertiser/Client: NOBODY CHILD FOUNDATION
Product/Service: INTERNET SAFETY
Advertising Agency: PUBLICIS Warsaw, POLAND
Nagroda: BRĄZ
15. Category: Best Use of Ambient Media: Small Scale
Title: BOOKS FRESHENERS
Advertiser/Client: 100 000 BOOKS
Product/Service: CHAIN OF BOOKSTORES
Advertising Agency: VOSKHOD Yekaterinburg, RUSSIA
Nagroda: BRĄZ
16. Category: Best Use of Ambient Media: Small Scale
Title: FUR FUR AWAY TOWELS
Advertiser/Client: PROCTER & GAMBLE
Product/Service: GILLETTE
Advertising Agency: BBDO GERMANY Düsseldorf, GERMANY
2nd Advertising Agency: BBDO PROXIMITY Düsseldorf, GERMANY
Nagroda: BRĄZ
17. Category: Best Use of Ambient Media: Large Scale
Title: BIG STAIN
Advertiser/Client: PROCTER & GAMBLE
Product/Service: ARIEL
Advertising Agency: SAATCHI & SAATCHI GREAT WALL ADVERTISING Guangzhou, CHINA
Nagroda: BRĄZ
18. Category: Best Use of Ambient Media: Large Scale
Title: SILHOUETTES IN MEMORIAM
Advertiser/Client: AMIA
Product/Service: JEWISH COMMUNITY CENTRE
Advertising Agency: OGILVY ARGENTINA Buenos Aires, ARGENTINA
Nagroda: BRĄZ
19. Category: Best Use of Ambient Media: Large Scale
Title: GET LOST IN THE WEST END
Advertiser/Client: WEST END PARTNERSHIP
Product/Service: TOURISM CAMPAIGN
Media Agency: CAKE London, UNITED KINGDOM
Nagroda: BRĄZ
20. Category: Best Use of Special Events and Stunt/Live Advertising
Title: LITTLE ROBIN
Advertiser/Client: OPVOEDINGSLIJN
Product/Service: PARENT ADVICE HELPLINE
Advertising Agency: DUVAL GUILLAUME ANTWERP/MODEM, BELGIUM
Nagroda: BRĄZ
21. Category: Best Use of Special Events and Stunt/Live Advertising
Title: WELCOME AND GOODBYE
Advertiser/Client: VOYAGES-SNCF.COM
Product/Service: ONLINE RAILWAY BOOKING SITE
Advertising Agency: DDB PARIS, FRANCE
Nagroda: BRĄZ
22. Category: Best Use of Special Events and Stunt/Live Advertising
Title: WELCOME BACK
Advertiser/Client: T-MOBILE
Product/Service: TELECOMMUNICATIONS
Advertising Agency: SAATCHI & SAATCHI London, UNITED KINGDOM
Media Agency: MEDIACOM London, UNITED KINGDOM
Nagroda: BRĄZ
23. Category: Best Use of Special Events and Stunt/Live Advertising
Title: BOOB HIJACK
Advertiser/Client: COPPAFEEL!
Product/Service: BREAST CANCER CHARITY
Media Agency: archibald ingall stretton... London, UNITED KINGDOM
Nagroda: BRĄZ
24. Category: Best Use of Other Digital Media
Title: M&M'S FIND RED
Advertiser/Client: MARS
Product/Service: M&M'S
Advertising Agency: PROXIMITY CANADA, CANADA
Nagroda: BRĄZ