Thursday, July 9, 2009

London International Awards, taps Tony Gulisano & Wayne Youkhana, to lead awards program.

LIA announced that they have signed on the services of Tony Gulisano and Wayne Youkhana, both former executives of the Clio Awards. Tony and Wayne have a combined total of over 40 years experience and are considered to be two of the most respected individuals across the landscape of international award shows.

Beginning this year and in preparation for LIA's 25th Anniversary in 2010, they collectively will be responsible for the jury selection, jury process and strategic direction of the awards program.

" As the industries we award are in a perpetual state of motion the addition of Tony and Wayne could not have come at a better time. As we look to the future and focus on providing the most relevant forum, and awarding and showcasing the most remarkable creatives and their achievements, I cannot think of two individuals that are more highly-respected and qualified to execute these goals.” said Barbara Levy, President of LIA.

The London International Awards was conceived in London in 1986. It has established itself as a global leader honouring Advertising, Design and Digital media. For the past 24 years the iconic LIA has been raised worldwide, celebrating the power of ideas, and recognising the Legends, Iconoclasts, and Avatars of creative excellence.

Tuesday, July 7, 2009

Cadbury – Goo on the loose

‘Cadbury's twisted goo on the loose’ strikes again Outdoor from Saatchi & Saatchi London.


Client: Cadbury’s

Agency- Saatchi & Saatchi

Creatives- Paul Silburn, Kate Stanners,
Executive Creative Director

Happy Finish- Post Production

Stefano at Happy Finish, Retoucher

Louvisa Almgren, Andy Jex, Art Direction

Country- UK

Midea Electronic Fans

The well-known Shanghai Haitong Building is marked with its wave design on the top. The outdoor advertisement is placed outside the building, opposite to Shanghai Haitong. It looks like the powerful gust from a Midea electric fan has caused the wave design.


Client: Midea
Agency: Firstell Communications, Shanghai

Creatives: Murphy Chou, Chief Creative Officer

Country- China

The Donation Poster- Save life with 50 cents

Passers-by could make 50-cent donations by throwing coins into a slot in the poster. Piece by piece, the coins fill the acrylic cylinder of the injection's syringe. Measurement units on the cylinder of the syringe, show as to how many coins have already been donated and how many injections can be paid for with the amount - helping the Misereor relief organisation to vaccinate children around the world against infections.


Client: Misereror Relief Organisation
Agency: Kolle Rebbe Hamburg, Germany.

Sunday, July 5, 2009

Eco-bags: See ladies, I am sensitive

TBWA\Vancouver Canada has launched a line of environmentally-friendly bags, turning the standard shopping bag into a fashion accessory. These bags have generated buzz as far away as London and New York, winning awards and becoming a local in-demand product. The bags feature cheeky headlines such as, “See ladies, I am sensitive” and “My other bag is in my SUV”. The bags were intended to steer away from the too-earnest feeling of most environmentally-friendly products, and for this reason, several of the bags feature incongruous images such as a logger at work or a monster truck.

The bags are available to order through the website at

Stay on top- World’s 1st Executive Chair Rodeo

To stay on top in business, you need top information and more so in today’s time. WirtschaftsWoche, Germany's leading business magazine provides this information. They wanted to show this with a spectacular stunt. Under the slogan "Stay on top", they teamed up with Jung von Matt Spree, Germany and created the world's first executive chair rodeo. Instead of a bucking bronco, they mounted an executive chair on a bull riding machine and started an event road-show, calling at business fairs in Germany. The activity gave its TG a lot of fun and lots of attention to Wirtschaftswoche. The ride made the ‘Wirtschaftswoche-Stand’ a key highlight at every fair, as it not only boosting traffic - but increased the number of subscriptions.

Lifeboat- Aircel catches the eyes of the Mumbai-ites

Primesite, the OOH arm for Mudra Group has been doing some phenomenal work for Aircel in the OOH space. The most recent one is an hoarding outside Milan Subway near Santacruz, Mumbai which has a lifeboat hung on it.

This campaign also has a CSR angle to it as the milan subway is usually flooded during rains. Attached are some pics of the hoarding and also attched is a ppt on the various innovative campaigns by Primesite for aircel and shows how outdoor can boost visibility for a brand in a cluttered sector like telecom.

Lifebroker: Death Happens

To promote Lifebroker and the benefits of life insurance, McCann Melbourne put fallen safes in the middle of office foyers to get people to read a sticker above.


Client- Lifebroker
Agency- McCann Erickson, Melbourne
Creatives- Vince McSweeney, Creative Director;
Maisen Hall and Andrew Crooke, Art Director
Country- Australia

Alteco Super Glue steel span wire

Super Glueness is the most outstanding benefit that ALTECO brand product has. The company wanted to communicate this message to consumers on this message. And mostly, they wanted to achieve the max promo result with a limited budget. Agency: DDB China Group Shanghai chose the stayed cable bridge in China that caters to 155,000 cars and targeted super stable bridge surface as the special communication channel to promote the product. A 28 meters long gigantic Alteco Super glue model was desined and stuck to the connection of stayed cable and the bridge surface, which has shown the product’s unique selling point of the super glueness in a simple yet impactful manner.

The campaign was a huge success, as the design of the bridge had drawn attention from different media, including newspaper, magazines, websites etc. to report on this unusual phenomenon, once the product was launched- in the first month the sales result exceeded the expected target by 120%. At the same time, the brand recall and awareness rose to 96%.


Client- Alteco
Agency- DDB China Group Shanghai
Creatives- Michael Dee, Executive Creative Director;
Jody Xiong, Creative Director;
Jacky Xiao, Art Director.
Country- China

IKEA- The Guerilla Garbage campaign

The Guerilla Garbage campaign ran throughout September, covering 28 suburbs in Fremantle, Joodalup, Melville, South Perth, Wanneroo, Cambridge and Victoria Park. Given the distribution of the stickers, they estimate they were visible to over 170,000 local residents (source ABS 2006 census). The entire campaign was executed for just AUS$1400 (less than a quarter of the cost of a single Super-8 site).

Although no tracking data is available for the Guerilla Garbage element of the Change is Good campaign, the Perth IKEA store saw a 32.68% year-on-year increase in visitor numbers and a 42.8% year-on-year increase in sales during September.

Their (303 Advertising Perth, Australia) creative strategic solution was simple: the junk that people were putting out on their verges was visual proof of what IKEA was telling them on TV and in press. Change is good. They worked out which suburbs were having their verge-side rubbish collection at the same time as the TV campaign was airing. They then targeted these suburbs with their Guerilla Garbage campaign.

They printed over 600 Change is good stickers and placed them on discarded beds, wardrobes, sofas and other furniture put out by residents. The addition of this simple statement created hundreds of unique outdoor extensions to their TV and press campaign, highlighting the positive benefits of change in a highly visible and relevant way. People's natural curiosity and the imposing presence of the junk on the verge did the rest.

The campaign was subsequently documented with images uploaded to the popular picture-sharing site, Flickr. IKEA Western Australia asked them to develop Outdoor to support the Change is Good television and press campaign they created to launch the 2009 IKEA catalogue. Throughout September 2008, over 1 million catalogues were being distributed to homes across the Perth metropolitan area.

Whilst many people knew about the IKEA store offering, the communication challenge was to demonstrate how the simplest of changes in our homes can make a difference to the way we feel – thereby creating a real appetite for change. They saw an opportunity to take a highly-innovative approach to out-of-home by delivering IKEA’s Change is good message via the medium of Perth’s once-yearly verge-side household junk collection.

Every year across Perth, local councils collect junk residents don’t want, from the street verge in front of their houses. Their Guerilla Garbage campaign hijacked this to highlight the positives of change to IKEA’s customers, directly outside their homes. The entry won a Bronze Cannes Lions Media Winner.

Proximus Vodafone- The Outside Office

Proximus Vodafone, the biggest mobile network provider in Belgium, developed the VMCC card : a network card that allows you high-speed access to the internet wherever you are i.e. Without wires or a WiFi connection.

The task for the agency was to highlight the efficiency of this product to companies and give it a lot of attention. As an advertising agency, they (Famous Brussels, Belgium) decided to set the example. On November 6, 2008, they set up a mobile office for a day. A big part of the agency worked the day in the middle of a field outside the city. Thanks to the Proximus Vodafone network cards, they had full access to their e-mails, calendars, our fileservers, the internet, etc. Everything they needed as an agency to do their job was available to them. As proof, they create a blogsite and had people; working outside, update it continuously throughout the day.

‘The ultimate proof that you can easily access the internet wherever you are'- received a lot of regional and national press attention, and was an item on dozens of blogs and websites. The price of this event (camping gear, a boyscout tent and some french fries) came to about 500 Euros. The same entry went on to win a Bronze Cannes Lions Media 09’.

Belgium-The Refugee Game Show

Refugee Aid Belgium (Vluchtelingenhulp België) was concerned about the arbitrary criteria the Belgian government uses to decide with refugee can stay and which refugee has to be expelled. Due to a lack of legal guidelines life changing decisions are often based on no more than appearances. To show this painful reality they (Famous Brussels, Belgium )simply forced normal people like you and me to trade places with the official jury and in this way experience the inefficiency of the procedure.

Five real refugees were seated in a glass house in the centre of Brussels. Passers-by were asked to participate in ‘The Refugee Game Show’ and vote for their favourite refugee. Only the winner could stay in Belgium, the others were to be deported.

Just like the government officials the passers-by had to make a tough, life changing decision based on just a few simple facts : name, age, place of birth and most important of all, looks. People could vote on the website, and it got flooded with votes and outraged mails. The glass house appeared on every news broadcast, made every paper and hundreds of blog-sites. The media pressure was so strong that during the formation of the new Belgian government the first policy all parties agreed on was the urgent reform of the Belgian immigration policy. They couldn’t have asked for more. The same entry went on to win a Bronze Cannes Lions Media 09’.

Against Pirated Movies

There are at least 1000 pirated movies resellers in their city. With pirated DVD’s going for a third of the price of a movie ticket, Cinemas are losing big. FOMPI--Fomento y Protección de la Propiedad Intelectual--, (Fund for the Protection of Intellectual Property) who represents the two biggest Cinema groups in the country, asked them to develop a new way to spread their message against buying pirated movies. They (Leo Burnett Guatemala City, Guatemala) developed a continuous live advertising: Their own piracy resellers, and used Pirated movies as the media to spread their anti-piracy message.

They sold their pirated movies for the usual price of $1. After a few minutes the movie was played, it jammed and their message appeared on the screen: You get, what you pay for. The money you paid for this movie will be used to produce more copies like this one. If you don't want this happening to you again, don't buy pirated movies.

They started in December with 300 movies and by the end of February they had produced and sold more than 3,000 using just the money people paid for their copies. The numbers are increasing every week, meaning that more people are being exposed to their message. Meanwhile ticket sales are slowly increasing versus a year ago. The word on the street about their movies has spread and now people are thinking twice before buying a pirated movie. At the end, Pirated movies turned out to be the perfect media to go against pirated movies. The entry won a Bronze Cannes Lions Media 09’.

Belgium- The Dripping Monument

Prostate cancer is the most common cancer amongst men. One of the symptoms is the increasing difficulty to urinate. However, when detected and treated in the early stages of disease, prostate cancer has a cure rate of over 90%. The Belgian Association of Urologists asked them to raise awareness about prostate diseases by convincing men to visit their urologist for a screening. But how can you reach all Belgian men without a media budget? They (Famous Brussels, Belgium)

took Belgium’s most famous landmark: Manneken Pis, a small bronze fountain depicting a naked little boy urinating. Simply by lowering the water pressure they turned Manneken Pis into Manneken Drip. To the spectacle, they added a sign reading ‘Having trouble urinating? Have a prostate check today.’ The reactions were overwhelming. The dripping statue was an item in every possible newspaper and an issue on more than 15.000 websites. Their action got coverage on national radio and TV news. Urologists were interviewed to explain the problem on television. and EU Health Commissioner Markus Kyprianou spontaneously supported their action. But more important: the awareness campaign didn't miss its goal. Their message reached an estimated 85% of the Belgians. The same entry won a Bronze Cannes Lions Media 09’.

Youth off the street

There are over 100,000 children living on the streets in Australia. As the name suggests, ‘Youth Off The Streets’ is a charity that supports these young Australians as they work to turn their lives around and overcome immense personal traumas such as neglect and physical, psychological and emotional abuse.

Their challenge for Lavender Sydney, Australia was to increase awareness of youth-homelessness and prompt people to donate to Youth Off The Streets. A series of disturbing proven facts were at the heart of the idea. In the words of Father Chris Reilly, founder of ‘Youth Off The Streets’: “Once you’re on the streets, you’ll be sexually assaulted within two or three days, you’ll be a drug addict within five days, and be dead before you’re 21, if you don’t get help.” Put simply, the longer a child is on the streets, the worse it gets. They created life size, die-cut street posters of children, printed on low-grade stock and featuring a URL and phone number for donations. They then carefully scouted and selected a variety of urban locations in which they were confident the posters would rapidly degenerate. Their “The longer they’re here ...” street posters were thus an un-ignorable metaphor for exactly what happens to children on the street. As time passed, they were sun-bleached and slightly ragged, then torn, defaced and abused. Then finally, after weeks of crying out for help, they were gone. The campaign ran in December 2008. It attracted national press and radio and international online coverage. During the campaign period, a total of AU$92,000 in donations was received - enough to provide hot meals to over 200 kids every night for six months. Online donations increased by a massive 400%. The same entry won a Bronze Cannes Lions09’ Media.

Smart/ Half Price car

Their challenge was to launch the smart in São Paulo - a city dominated by cars, with a huge public transportation deficit - on a very modest budget. There were no minicars in Brazil, therefore, smart was bringing a new concept in space usage. Their target was people who are deeply interested in cultural and social life and for this reason prefer to live in large cities even if they have to face an everyday battle for parking spaces. For either work or leisure activities, finding a parking space is tough, and people usually park their cars on expensive parking lots scattered throughout the city.

Ponto De Criaçao São Paulo, Brazil insight came from one of smart’s major benefits, occupying little space and showing that this is a major advantage by appealing to the consumer’s most sensitive side: the wallet. Without a budget large enough for traditional media, how could we communicate the car’s main attribute, its space usage, to a great number of drivers? In Brazil, students, seniors and special card holders pay half-price tickets for cultural events. Following this trend, they created “smart half-price.” More than a promotion, the idea was to create a buzz and give visibility to the car’s greatest attribute: it occupies half the space of other cars. A partnership with a large chain of parking garages was established, and they placed signs at the entrances informing: “smart pays half-price.”

Parking spaces were split in half to show the exact dimensions of the car. In doing so, they created an alternative form of street communication disguised as a promotion. The concept of “smart pays half price” was later extended to toll booths, car washes, ferry boats and even to unregulated curbside valets. Their results could not be calculated by the number of people that effectively took advantage of the promotion, but by the number of people impacted by the signs. The overall cost was low, even considering the subsided discounts, because there were very few smart cars on the streets when the campaign was launched. Not everybody took advantage of the promotion, but everyone saw the signs! They managed to communicate that smart occupies half the space of a regular car in 106 spots around Sao Paulo. An average of 25,000 clients was directly impacted per day in a moment when parking costs were a relevant issue. Traditional media would not offer the same impact and the same coverage with the same budget. The same entry won Bronze Cannes 09’ Lions Media Winner.

Nikon- The Sensory Light Box

The location was a multiplex electronics shopping mall where various brands compete. Ideas were needed to create a differentiable brand image for the Nikon D700, starting from the entrance of the mall and eventually generating actual purchases.

Seoul Sindorim Subway Station which is one of the largest stations in Korea with daily passing population of five hundred thousand people was chosen as the destination for the activity, for the same Cheil Worldwide Seoul, Korea, chose light box equipped with a motion detector, the same were installed at the connecting passageway at the station, along with a red carpet leading to the Nikon shop located in the mall.

This interactive light box made people feel as though they became superstars walking down a red carpet for a luxurious award. This experience has created a very special and unique brand image of the Nikon D700 and succeeded in triggering purchase intentions. Strengthen a positive brand image of the Nikon D700 and maximize sales among passersby of Sindorim Subway Station. This entry won a Bronze Cannes 09’ Lions Media Winner.