Cannes: TBWA\C\D Tops Promo, PR

Gatorade "Replay," the campaign from TBWA\Chiat\Day, Los Angeles, that restaged an old high school football rivalry years later, won two Grand Prix Lions at the first awards show gala event here in Cannes tonight. The campaign won top honors in both the Promo & Activation Lions and in the PR Lions.

Promo jury president Tina Manikas, global retail promotions officer at Draftfcb, said the jury was looking for ideas that "push the boundaries" and "evoke participation and engagement for a specific period of time."

The Gatorade campaign was unanimously chosen for the top prize in the Promo competition, which received 1,595 entries this year. "It was a really terrific idea," said Manikas. The effort brought high-school rivals from 1993 back together to replay a championship game and has since grown to include other sports and inspired a TV show. "It created an event that spread and the idea kept evolving," said Manikas.

The Promo jury awarded eight gold, 19 silver and 26 bronze Lions. JWT Italia won two golds for Heineken "Auditorium," an event that had soccer fans pleasantly surprised when they found the concert they had been dragged to by wives and girlfriends on the night of a critical Champions League match was actually a Heineken-sponsored stunt that screened the game.

BBDO New York won one gold and one silver for its HBO "Imagine" campaign, as well as two silvers for the "Cube Film Installation" portion of the effort, which projected different angles of the same story on an outdoor installation. "To show a story from different angles is a great insight and a great basic idea," said Promo juror Alexander Schill, chief creative officer and partner of Serviceplan Group in Hamburg, Germany. The campaign used various media to tell the HBO story, especially the Internet, but "it didn't end in one channel," Schill said. "They took it outside and made it visible for people walking through the city."

Other U.S. wins in Promo included a silver for Grey in New York for Canon's "Behind the Still" and a bronze for Crispin Porter + Bogusky in Boulder, Colo., for Burger King's "Augmented Reality Banners."

The PR jury was also enamored of Gatorade's "Replay." "The execution was multi-platform and was PR centric," said Paul Taafe, jury president and global CEO of Hill and Knowlton.

"Replay" is just the second Grand Prix in PR Lions, as this is only the second year the festival has given awards in the category. In all, entries were up 32 percent this year, thanks mainly to ad agencies. The jury awarded 11 gold and 31 silver Lions. No bronzes were awarded in the relatively small category, which drew 575 entries.

"Replay" earned kudos from the PR jury for its ability to earn media for Gatorade at a time when it was shifting the brand to appeal to everyday athletes, Taafe said. "It represented the ability to create an authentic conversation that appealed to people."

Gatorade Mission Control

Speaking at MediaPost Communications' OMMA Social day-long forum, Bonin Bough, director of digital and social media at PepsiCo whom established a "Mission Control Center" for Gatorade that takes the brand's pulse 24/7. The center, which looks very much like a NASA control room, tracks in real time analytics for campaigns, Web sites, or social channels. Bough says the focus is on creating the largest sports brand in the world and one that goes beyond the liquid product.
"The question is," he said, "how do we create this in terms of real time insights?" The center has six monitors and five people across different functions.
Recent such experiments include a Twitter and TV media strategy for the one-off Pepsuber ad during this year's Super Bowl. "We ran in isolation of paid digital media," he said of the effort. "All we did was Twitter and drove nearly the same amount of traffic [as with paid digital]. Just with Twitter. I believe in doing small experiments and rolling them out in a big way."
He noted that the Trop50 program started as a partnership with BlogHer, which has a combined reach of 15 million unique visitors. The company created The Juice online community around a "More of what you want, less of what you don't" theme.
"We tracked versus traditional to see if we could prove that if we co-create something with a community around health, family, and relationships, we could improve brand awareness, equity and volume. When we looked at digital metrics, it was through the roof."
Bough said PepsiCo is going to start a program this year wherein consumers who scan bar codes on PepsiCo products via smartphones will get content about the brand or corporate goodwill programs.

Frooti>>>> engagement >>>> brand growth

To promote the attributes of this fruit juice made from natural and juicy mangoes, Parle Agro wanted to go beyond the standards of TVC. The agency CreativeLand has designed an integrated campaign based on a series of stunts.

Hidden cameras have been installed in over 30 Indian cities, to attract the attention of the public into fear. At the falls and landslides giant mango (about 2 meters), the teams were filming the "victims" with them about the trap and provide a sample of Mango Froot. In addition, some of the scenes were recorded subsequently became the new TV spots for the brand. A very nice reuse of TV a PR stunt, which allows better retention of the brand and its message.

Credits: 

Ad agency: CreativeLand Asia

Sapporo | Legendary Biru

Agency: Dentsu Canada
Creative Directors: Glen Hunt, Les Soos & Gary Thomas (Crush)
Art Directors: Les Soos, David Glen & Yoho Hang Yue (Crush)
Copywriters: Glen Hunt & Dhaval Bhatt
Agency Producer: Sharon Kosokowsky
Strategic Planner: Jeff McCrory
Direction: Mark Zibert, Sons & Daughters and Gary Thomas & Crush
Live Action Production Company: Sons & Daughters
Executive Producer: Dan Ford
Director of Photography: Kevin Chan
Producer: Jeff Darragh
Post Production: Crush
Post Visual Effects: Crush & Loki Visual Effects
Executive Producer: Jo-ann Cook
Producer: Stephanie Pennington
Lead VFX Artist: Sean Cochrane
VFX Artists: David Whiteson, Naveen Srivastava, Kaelem Cahil & Greg Dunlop
Junior VFX Artist: Andre Arevalo & Patrick Moore
Rotoscope: Gavinesh Patel & Kyle Steffler
Animation/CG Supervisor: Aylwin Fernando
Senior Animator: Chris Minos
CG Artists: Josh Clifton & Mark Irish
CG Production Manager: Raphael Quirino
Matte Painters: Yanick Dusseault, Bojan Zoric & Jorgen Lauritzen
VFX Supervisor: Gene Dreitser
VFX Producer: France Daigle
Technical Director: Ryan McDonald
Animator: Fred Wilmot
Modeller: Erin Nicholson
Texture Artist: Paul DeOliveira
Transfer House: Notch
Colourist: Gary Chuntz
Music: Grayson Matthews
Producer: Dave Sorbara
Composer: Grayson Matthews
Engineer: Annelise Noronha

Jim Beam| Guys never change. Neither do we.

Jim Beam, founded in 1795, is currently the best selling brand of bourbon in the world,Jim Beam is positioned as the bourbon whiskey for real men. Of course the “real men” stereotype involves interaction with the opposite sex, at a shallow level

THE IDEA
GUYS NEVER CHANGE. And one thing that never changes is that guys have been debating meaning-
less crap since 1795. We love to get together, argue our opinion on any topic, and one-up each other. And we do this best when we’re drinking Jim Beam together.
Lets own this behavior. Brand it. Instigate it. Celebrate it.

Puppies

Jim Beam guys know that the cute factor is worth investing in, just to get the attention of women.

Girls

Jim Beam guys stop what they’re doing when they notice a good looking woman passing by, together.

Advertising Agency: Energy BBDO, Chicago, USA
Art director: Tod Hoffmann
Copywriter: Al Wyatt
Photographer: Tony D'Orio

Filming was shot by director Zach Martin via BOB Industries, Los Angeles. Editor was Matthew Wood at The Whitehouse Post. Post production was done at Filmworkers Club, Chicago. Music and audio were produced atEarhole Studios, Chicago.
========

Guys never change. That’s the message in this billboard advertising campaign for Jim Beambourbon from Chicago, which won a bronze at the 2010 Clio Awards. Guys never ask for directions. Take Christopher Columbus for example. Guys never change. And neither does Jim Beam. See our earlier story on the TV advertising campaign.

Dr Pepper UK wants to update your status

This Facebook idea to have fans update status.

Caribou Coffee: Bus blog

Advertising Agency: Colle+McVoy, USA

CHANG SODA: FIZZY BILLBOARD

JEH United Bangkok wanted to tell people there is another soda brand that is also fizzy - Chang Soda. Every Friday and Saturday night they chose a big way to show it.


Client:  Thai Beverage Public Company Limited
Agency: JEH United, Bangkok
Creatives:
Jureeporn Thaidumrong (Executive Creative Director)
Komsan Wattanawanitchakorn (Creative Director)
Nittha Pruksacholvit (Art Director)
Thanachai Shavitranuruk (Copywriter)
Country: Thailand

THE POWER 100 THE WORLD'S MOST POWERFUL SPIRITS & WINE BRANDS, 2010

The Top 10 brands

Who made the biggest splash in the 2010 drinks industry...

The Power 100 is an annual research study monitoring the power of the world's leading spirits and wine brands. Now in its fifth year, The Power 100 has become an industry benchmark of performance, recognising brands which have performed well and identifying those which haven't. The unique brand ratings highlight each brand's strengths and weaknesses - providing exclusive insight into what drives the world's most powerful spirits and wine brands.

TV is disappearing... generation Z is not watching it says Coca Cola

Seattle’s Best Coffee: Fridge Video

Discover your inner morning person!

Heineken| Italy Activation .... impressive marketing

Heineken Italy Activation from Kreatif360 on Vimeo.


On the night of the October 21st the Real Madrid played Champions League match against AC Milan. Heineken convinced several university professors, girlfriends, and several bosses to convince their students, boyfriends and employees to go to a concert on that night. All of them couldn't say no and had to go to the classical concert.
Advertising Agency: JWT Milan, Italy
Executive Creative Director: Pietro Maestri
Creative Director: Bruno Bertelli
Art Director: Marco ViganòCopywriter: Cristiano Tonnarelli
Duration : 21 October 2009

Tropicana | Brighter mornings

Tropicana translated its 'brighter mornings' brand promise so literally with this campaign.

Juice brand Tropicana wanted to highlight the fact that it played an important role in the morning ritual of millions of Canadians, to coincide with the launch of its newest juice, Tropicana Essentials, with added calcium and vitamin D.

The brand wanted to elevate its role beyond simply being a brand of orange juice and increase loyalty amongst its consumers and become Canada's National Provider of Brighter Mornings.

In order to do this, Tropicana spent a month in Inuvik, one of the country's northernmost towns, during the coldest and darkest days of the winter. The 3,500 residents of the Arctic town in the Northwest Territories live without a sunrise for several weeks every winter. Tropicana literally brought a brighter morning to Inuvik with a giant artificial sun that emitted 100,000 lumens of light. A team of Canadian filmmakers captured the raising of the 'sun' in Inuvik for a series of documentary-style commercials.

The lights were affixed to a 36-foot wide helium balloon which then rose and illuminated the town. The Tropicana Brand's 'sunrise' coincided with Inuvik's annual Sunrise Festival, which celebrates the return of sunlight after weeks of relative darkness.

The brand also provided 1,200 free cartons of Tropicana Pure Premium Orange Juice - one for every household in the community.  The Tropicana team also worked with local leaders to identify community-based breakfast and nutrition programs in need of financial support. Contributions were then made to Sir Alexander Mackenzie School, Tot Spot Daycare and the Inuvik Food Bank.

In addition to TV advertising, the campaign features blogged commentary and behind-the-scenes imagery from Inuvik to provide a catalyst for conversation on a new Tropicana Brighter Mornings Facebook page.

BRAND:Tropicana

BRAND OWNER:PepsiCo

CATEGORY:Drinks (non-alcoholic)

REGION:Canada

DATE:2010 - ongoing

AGENCY:BBDO

MEDIA CHANNEL:Branded Content,Experiential,Digital,Events,PR,TV

Neviot|Water bottle tennis

Augmented reality has a tendency to either be very gimmicky or very utilitarian. Here we have an example of the technology being truly married to the brand message in an engaging and accessible way.

Israeli water brand Neviot recently added a range of "super-waters" with added vitamins and minerals to its existing product range. To promote the new line, a campaign was required that drew attention to the health benefits of the enriched water, called Neviot Plus, and positioned the brand as a sports and fitness drink.

Brands have used computer games as marketing vehicles since the early days of the medium, but advances in augmented reality (AR) technology mean that brands can now make their physical product a key element for game play.  In this case, Neviot devised an AR based tennis game, which used bottles of Neviot Plus as the "rackets".

The technology has been created by Israeli technology firm CamSpace. Visitors to the Neviot website download a program to their computers which activates their webcam. The camera reads a code on the Neviot Plus bottles, and players can control their on-screen rackets accordingly, in a style similar to the Nintendo Wii.

In addition to the online version, Neviot has also taken the concept to the public, by creating a mobile gaming station that travels around shopping malls and popular town centre locations.

AR branded gaming was recently used by Nestlé, where the back of a cereal packet turned into a gaming environment when viewed through a webcam. Adidas also recently unveiled a range of sneakers that contained codes which gained entry into an exclusive AR world in which the shoes became the game controllers.

BRAND: Neviot

BRAND OWNER: Neviot

CATEGORY: Drinks (non-alcoholic)

REGION: Israel

DATE: 2010 - ongoing

MEDIA CHANNEL: Ambient,Experiential,Digital,Online

Coca-Cola|Happiness Machine