Cannes Lions – 5x Grand Prix

Bei der heutigen Award-Show wurden die Gewinner in den Kategorien Mobile, Media, Creative Effectiveness und Outdoor ausgezeichnet. Hype5 stellt die 5 Grand-Prix-Arbeiten vor.

Geposted am 19. Juni 2012 von Daniel Gremli

 

Mobile Grand Prix: Hilltop Re-Imagined for Coca-Cola (Agentur: Grow Interactive, Norfolk)

Das ganze „Project Re:Brief“ ist auf www.projectrebrief.com zu finden.

 

Media Grand Prix: Google Voice Search (Agentur: Manning Gottlieb OMD, London)

Die Mediaagentur Manning Gottlieb OMD beschreibt ihren Beitrag zur Kampagne wie folgt: „Google asked us to plan the ATL launch of their new ‘voice search’ smart phone technology. The core insight lay within a contradiction: Google is the most omnipresent and everyday brand but it is perceived as being a little cold and distant. We needed to show some wit and warmth in the brand, while getting people to do something different as a result of the advertising. The advertising agency (BBH) were playing with the creative thought of using phonetics to bring the voice search product benefit to life. Our pivotal contribution was to build on this by making every piece of copy relevant to the context in which it was consumed. Not only did this add a level of warmth to the communications by giving the phonetic puzzle a better pay off but it meant that the media context dictated the creative content for each poster site in the campaign.“

 

Creative Effectiveness Grand Prix: Axe Excite (Agentur: BBH London)

BBH London beschreibt die Idee hinter der Kampagne wie folgt: „Our campaign took a globally recognised, iconic representation of male fantasy and made the biggest claim possible: ‘AXE Excite is so irresistible, even angels will fall’. The result was increased sales and a significantly profitable return on investment.“ Eine ausführlichere Beschreibung gibt es hier.

 

Outdoor Grand Prix: Mercedes Invisible Car (Agentur: Jung von Matt Hamburg)

 

Outdoor Grand Prix: Cokehands (Agentur: Ogilvy Shanghai)

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