D&AD winners announced

http://awards.dandad.org/2009/categories

Black Pencil in Graphic Design (Applied Print Graphics): UK coins by Matt Dent, for Royal Mail
Of the four Black Pencils awarded, Droga5 picked up two, Art+Com received one for their stunning BMW kinetic sculpture and Matt Dent's redesign of the UK coinage meant he also went home with D&AD's most coveted award.
Other successes included Ghost Robot's Wanderlust video for Bjork and DDB London's posters for Harvey Nichols featuring Wallace and Gromit.
"The four Black Pencil winners demonstrate the power and all-encompassing nature of creativity – in education, politics and even in the change in our pockets," says D&AD President, Garrick Hamm. "These winners are more than just great pieces of communication, they change our behaviour and touch our lives."

Black Pencil in Environmental Design (Installations): Kinetic sculpture by Art+Com, for BMW (Germany)

Black Pencil in Viral (Writing): The Great Schlep campaign film by Droga5, for the Jewish Council of Education & Resarch (US)


Black Pencil in Integrated (Integrated): Million campaign by Droga5, for the New York City Department of Education (US). Check out the film about the project by clicking on "case studies" at the Droga5 site, here


Yellow Pencil in Graphic Design (Environmental Graphics): Bigger Storage Ideas by Ogilvy Frankfurt, for IKEA (Germany)


Yellow Pencil in Art Direction (Poster Advertising): Husky & Camel (one in series) by BBDO/Proximity Malaysia, for Jeep (Malaysia)


Yellow Pencil in Graphic Design (Integrated Graphics): Coca-Cola identity by Turner Duckworth London & San Francisco, for Coca-Cola (UK)


Yellow Pencil in Magazine & Newspaper Design (Entire Newspapers): Público (Portugal)



Yellow Pencil in Art Direction (Press Advertising): Paparazzi (one of series) by CLM BBDO, for Alka Seltzer (France)

Yellow Pencil in Digital Installations (Digital Installation): Cloud sculpture by Troika, for British Airways (UK)

Yellow Pencil in TV & Cinema Advertising (41-60 seconds): Pinata by TBWA\Chiat\Day, for Skittles (US)

Yellow Pencil in TV & Cinema Crafts (Special Effects): It's Mine by MJZ, for Coca Cola (US)


Yellow Pencil in TV & Cinema Communications (TV Promotions): Stanley Kubrick Season promo by Channel 4, for More4 (UK). See it on YouTube, here


Yellow Pencil in Branding (Printed Materials): TED 696 project (printed bags) by BMF, for Tooheys Extra Dry 696ml (Australia)
All of the winning work can be viewed at: dandad.org/awards09. The D&AD Annual 2009, designed by Peter Saville, will be published in September.
winner in the Packaging category. The Trouble Maker Campaign from the HanTang Communications Group in China for Quzhou Seezo Trading puts dictator's faces on condoms suggesting that the product's use may have prevented the birth of some undesirables...

Next up, big agency but small project, again in Packaging: the Newspaper to New Paper Project from Dentsu Tokyo for Ichida Garden. Old newspapers were overprinted to provide wrapping for fruit and veg sold by a street vendor.



Das Comitee from Germany won in Photography for its Faces of Evil book in which the faces of despots were created using portraits of ordinary people


In Environmental Design, Studio Rasic from Croatia won for Bijela cesta 'U iscekivanju kise' (White road 'Waiting for the Rain’). Created for the Mediterranean Sculptors' Symposium, the project is in the Park of Sculptures in Labin, Croatia. It's made from 1245 square blocks of highly polished limestone: 806 have cut-out circles which are allowed to become filled with rainwater and leaves to make the text legible.



Also from the Environmental category is the C]space DRL10 Pavilion by Nex Architecture for the Architectural Association's Design Research Lab. The Pavilion won a competition to mark the DRL's tenth birthday and was installed outside its HQ in London's Bedford Square



In Websites, Tokyo's Bascule won for the 12 CAMS, CREATE YOUR RAINBOW for Radiohead in which users could mix their own version of a live performance from 12 different cameras

Singapore's Work
won in both Graphic Design and Illustration for WERK No.16: Joe Magee Special


Two other Yellow Pencil winners have been featured by us before: Nick Asbury's Corpoetics booklet in which corporate mission statements are reworked into strangely revealing poems (we wrote about it here)

And Christopher Doyle's personal Identity Guidelines, which we covered here. Both won in Writing for Design



All the Black and Yellow Pencils awarded are listed below.

Condoms for Trouble Makers

Wptt Contraceptive in China have won awards for their package design in a range of advertising and design award shows, most recently a Yellow Pencil at the D&AD Awards held in London this last week. Condoms are labelled with the portraits of national leaders who have been regarded as as trouble makers: Adolf Hitler, Sadam Hussein and George W. Bush. Who would you say the fourth is? “Such tragedy could have been avoided” is the tag line designed for leaders who have overseen military invasions of other countries.

Quzhou Seezo Trading’s Wptt Contraceptive is a brand known for novelty and humour. This particular packaging was part of a move to create a new level of visual impact. The objective was to emphasize the high contraceptive effectiveness of the products by indicating the painful consequences of having sex without a condom. According to the creative agency’s award entry explanation more than 100,000 people have used the condoms and the sales increased by 21%.

Credits

The WPTT campaign was developed at Hantang Communications Group, Shanghai, by creative director/designer Wayne Huang, art directors Eden Cheng and Jing Wang, copywriters Eric Shang and Jie Tao, designers Joy Huang and Matin Ma, illustrators Nanu Wang and Ru Zhang, photographer Eric ShangGuo Kui, account handler Tommy Tao, brand manager Jack Tan, marketing manager Perry Ma.

The WPTT campaign also won a Silver award for Package Design at the London International Awards in 2008.

See also the Doc Morris campaign featuring Hitler, Osama Bin Laden and Mao Tse Tung, withdrawn after complaints from Chinese bloggers, but still online at Adfreak.

Post from: The Inspiration Room Daily

Marketing 3.0

From Wikipedia, the free encyclopedia http://en.wikipedia.org/wiki/Marketing_3.0

Definition

• Marketing 3.0 is a term which describes a perceived third generation of integrated marketing communications solutions which individuals and communities discover that existing and newly-identified needs and wants may be satisfied by the products and services of others. • It has led to the development and evolution of web-based applications such as social-networking sites, video-sharing sites, wikis, and blogs. • As the web moves from 2.0 to 3.0, marketing as well needs to evolve to embrace new technologies, attitudes and behaviors that are shaping our social digital lifestyle. Marketing must follow the way we interact, inform ourselves, the way we buy and consume products and services.

Characteristics

1. Social media will continue to grow to new users and usages fulfilling individual’s needs to gain momentum and become the branding underground. 2. TV viewership is declining. 3. Old-school ad campaigns focused mainly on print, radio, and, in particular, televisions aren’t nearly as effective as they once were. 4. Today’s Consumers… is intelligent, knowledgeable, demanding, empowered, has no loyalty, skeptical, accessible, more powerful, and connected. 5. “Word of mouth” is driving fast today’s consumer behavior process and directs his attitude toward brands (products, services, countries, causes and persons). 6. “Consumer Behavior” is straightforward and easy to understand. 7. “Mass Marketing” is alive and its objective switched from to change Consumer Attitudes to change Consumer Behavior via capturing and rewarding consumer attention. 8. “Brand dialog” Consumers want to have Conversations with brands in multilayered experiences. 9. “ROI “is redefined to say Relevance to consumer’s life stage, Originality and creativity in messaging, Impact and how closer brands engage with consumers lifestyle. 10. “Touch Points” are on the move, cluttered and competitive, a very different set of tools, concepts and practices is considered necessary. 11. “Brand friends” and advocators not to lour traffic to an outlet or a microsite. 12. “Brands that Inspire and empowers” not brands endorsed by –today- celebrity

References & Applications

http://advertiser-in-arabia.blogspot.com/2009/05/sign-spinners.html

http://advertiser-in-arabia.blogspot.com/2009/04/best-practice-of-site-takeovers.html

http://advertiser-in-arabia.blogspot.com/2009/06/qr-code-living-book.html

http://www.hoffmanlewis.com/PBA_EBook_3_2009.pdf

http://advertiser-in-arabia.blogspot.com/2009/06/reversevertising-hbo-gets-its-fangs-out.html

Reversevertising::: HBO gets its fangs out for True Blood

Advertising can be a bloody nightmare, especially if HBO has anything to do with it. The broadcaster is behind a selection of faux adverts aimed at generating publicity for the second season of vampire series True Blood about to be screened on HBO.

It convinced household brands such as Mini, Gillette and Harley Davidson to roll out adverts with a gothic twist. All brands targeted were big, iconic advertisers that were felt to be a good fit with the True Blood series.

Mini showed a Count Dracula clone leaning out of the car window; Harley Davidson encouraged vampires to “outrun the sun” and Gillette went with the strapline ‘Dead Sexy’. Perhaps the most innovative was job site Monster’s: ‘If you sleep in a coffin, it’s easy to think outside the box’.

HBO says the campaign works because the adverts are not what you would expect from these brands – it catches people by surprise. Each advert gave a unique URL that directed traffic straight onto the True Blood website.

HBO also bought up Bloodcopy.com, a website loaded with all things gothic, from Campfire last year. Fans of the True Blood will be able to interact and watch specially created videos promoting the series on the site.

BRAND:HBO

BRAND OWNER:Time Warner

CATEGORY:Entertainment

REGION:USA

DATE:Apr 2009 - Jun 2009

MEDIA AGENCY:PHD

MEDIA CHANNEL

Miscellaneous

more crap......We had to tear down, to re-build

less Original

Advertising Agency: IMPACT BBDO, Cairo, Egypt
Chief Creative Officer: Ali Zein
Creative Director: Nevine Nour
Art Director: Christine Bebawy

Original

Advertising Agency: Winsper, Boston, USA
Creative Director: Steve Bautista
Art Directors: Brian Fandetti, Mitch Lunsford
Copywriters: Steve Bautista, Chris Lee
Photographer: Ed James
Retouching: Act Two Um/Stuart Callow
Published: March 2009

Neutrogena:Hot wake-up call for cooling gel

Men and morning beauty routines aren’t natural bedfellows. This was the problem Neutrogena faced when marketing its new Cooling Cleansing Gel to Hong Kong’s male population.

It wanted to interact with men at a time when they would be most likely to use the product – in the morning, but felt the usual outlets of breakfast and radio TV were too passive. Neutrogena wanted to speak to men in a way they would remember.

Enter Elanne Kwong, Hong Kong’s hottest celebrity. A dedicated mini-site set up by Neutrogena encouraged men to enter their phone number and receive a wake-up call from Elanne herself. In the call Elanne tells the men to get up and use the new Neutrogena gel.
To drive traffic to the mini-site, Neutrogena set up a profile for Elanne Kwong on Facebook. The profile was managed internally and once word got out the superstar was online, her number of friends quickly spread virally.

So far, 1,300 men have signed up for an Elanne Kwong wake-up call. The fact that Neutrogena now has telephone numbers for its target audience offers a great opportunity for building a lasting relationship in the coming years.

BRAND:Neutrogena

BRAND OWNER:Johnson & Johnson

CATEGORY:Toiletries/ Cosmetics

REGION:Hong Kong

DATE:May 2009 - Jun 2009

MEDIA AGENCY:OMD

MEDIA CHANNEL

Saudi bans old cars

The kingdom has prohibited the import of cars which are older than five years. The move is expected to adversely affect a lot of car dealers, reports Arab News

The Saudi Customs Department has started implementing an official decision banning the import of cars older than five years into the kingdom. “The ban is on used cars, buses and other light goods vehicles more than five years old. Heavy vehicles more than 10 years old are also not allowed to be imported,” Suleiman Al-Tuwaijeri, director of the Customs Department at the Jeddah Islamic Port, told Arab News.

The ban does not, however, cover spare parts for old vehicles in use, Al-Tuwaijeri said, adding that a six-month grace period has been granted to importers to set matters straight.

More than 140,000 used cars valued at SR17.5 billion ($4.6 billion) were imported in 2008. This accounted for 24 percent of total cars imported during the year.

“I don’t know what I am going to do next as the ban is a blow to my business of 24 years,” said Mustafa Baqsha, an importer of used cars.

He estimated 80 percent of workers in the used car market would become unemployed as a result of the ban. “I hope the authorities would review or at least relax the decision to make the ban applicable to cars manufactured before 2000.”

Saleh Abdullah, another trader, said that because of the ban, he had to dismiss some of his workers, and was also moving to a cheaper building. “I used to spend SR500,000 ($133,300) on rent and salaries a month, but now I have to move to cope with the falling income,” Abdullah said.

Several used car showroom owners told Arab News that the prices rose 20 percent over the past two months and that they believed they would remain at that level because of the upcoming summer vacations.

A meeting of the Automobile Committee of the Eastern Province Chamber of Commerce and Industry urged the authorities to relax the rule and ban cars older than eight years.

Ali Hussain Alireza, the chairman of the Automobile Committee at the Jeddah Chamber of Commerce and Industry said that 50 importers annually imported a total of 400,000 cars to the kingdom from various parts of the world and that stiff competition sent prices falling to the lowest possible levels.

“Some people expected the prices to fall by 30 to 40 percent. This is not true as prices of steel, aluminum and other metals used in manufacturing car parts did not fall. Hit by the financial crisis, international car companies suffered heavy losses last year and in the first quarter of the current year. They have cut down the volume of production to grapple with higher production costs,” Alireza said.

He said he believes the sale of cars in the kingdom will fall by 20 to 25 percent, particularly as new models are to hit the market soon.

First seen on Arab News.

5 Fashionable Myths About Advertising

1. Consumer Behavior Is Difficult To Understand

Marketers spend enormous amounts of time and money looking for arcane reasons behind consumer behavior. In fact, about 90% of consumer behavior is perfectly obvious. They buy stuff because it tastes better, looks nicer, is more convenient, or costs less.

Marketing executives and ad agencies like to pretend they don't know this and they focus on the 10% about consumer behavior that actually is mysterious. It makes them appear to have some magical knowledge and insight.

Most marketers would be way better off sticking to the 90% we understand and forgetting about the 10% we don't

2. Mass Marketing Is Dead
Tell that to Wal-Mart and McDonald's. This nonsense is being perpetrated by new age marketing gurus who need something new to sell (usually something related to the internet.) If they tell the truth -- marketing is pretty much what it's always been, plus search-- they're out of business.

3. The Purpose Of Advertising Is To Change Consumer Attitudes
Wrong. The purpose of advertising is to change consumer behavior. You don't make a nickel until someone buys something. The fact that they think highly of your brand is lovely. But until they buy it, you haven't done a thing.

Check this out http://www.hoffmanlewis.com/PBA_EBook_3_2009.pdf

4. The Future Of Advertising Is Online
No one knows what the future of advertising is. Not me, not anyone. Those who say they do are full of shit.

But I do know what the current status of advertising is, and it ain't online. The only online advertising methodologies that have proven to be consistently effective are search and email. The rest is all talk, ideology, and wishful thinking.

5. Consumers Want To Have Conversations With Brands
Most consumers, wisely, don't want to have conversations with their husbands. Why in the world would they want to have conversations with the makers of mufflers and vegetable oil?

via:adcontrarian.blogspot.com

Kmart:::Style show-off

KMart has long been associated with providing inexpensive clothes to the lower and middle classes. Trouble is, consumers associate ‘inexpensive’ with unfashionable. With Levi Strauss and Jaclyn Smith now being stocked, the perception, rather than the clothing range was out of date.

KMart saw its target as a young multi-ethnic, passionate shopper - an indulgent dreamer who craves self-expression through fashion. It devised a two-tiered approach to hook in its intended demographic.

First, it held a ‘Style Showoff’ in fashion capitals New York and LA. Participants were invited into a massive warehouse full of unbranded KMart clothes that they could create outfits from. Participants were only told afterwards that the clothes they had been wearing were from KMart.

The most stylish entrants were then used in online and TV adverts encouraging other wannabe fashionistas to upload a photo of their best effort at a vogue KMart ensemble, along with a 50-word blurb, onto a custom-created microsite. The winner received a $10,000 gift card for the store.

Online, KMart’s campaign reached in excess of 21 million people through Yahoo’s network. 26 milli

BRAND:Kmart

CATEGORY:Accessories/ Clothing/ Footwear

REGION:USA

DATE:Mar 2008 - May 2008

MEDIA AGENCY:MPG

MEDIA CHANNEL

Sprite:::Truth Hunters

After two years of advertising inactivity, Sprite found itself in a position no brand wants to be in – it lacked an identity. It had lost its ‘cool’. Sprite wanted to define itself in order for it to be seen not simply as a product, but a lifestyle choice.

Sprite identified ‘piss-taking’, ribbing friends about certain home truths, as being nothing short of a national past time amongst its target audience, Australia’s Generation Y. Deciding this fitted with its already established “Thirst for Truth’ tagline, it aimed to engage its target demographic on this level.

Initially cranking up the ‘piss-taking’ for comic effect, Sprite rolled out a campaign ‘exposing brutally honest truths’ about Australian culture. It also put together a team of funny but quite real Generation Y Aussies called ‘The Truth Hunters’, who served as the spirit and voice of Sprite. They went out on the streets with cameras to interact with members of the public about their humorous "truths", such as "People will take anything if it's free". The Truth Hunters went out and distributed old newspapers, bits of food and used soap to see whether people on the streets would take it. People were also invited to submit their own videos via a YouTube channel.

The campaign was rolled in cinemas and gym changing rooms, on websites and mall tabletops – in short, anywhere Generation Y existed. The experience was interactive, with a full-time editor responding to the banter and continuously integrating consumer brutal truth ideas into the campaign.

Some 5.5 million video views, 5,000 posts and over 50,000 interactions were achieved through the campaign that saw Sprite win back its ‘cool’ image.

BRAND:Sprite

BRAND OWNER:The Coca-Cola Co.

CATEGORY:Drinks (non-alcoholic)

REGION:Australia

DATE:Dec 2007 - Apr 2008