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WORK TO ASPIRE TO
OUTDOOR
Deadline Express Couriers
James Ready
Financial Times
Net Bank
McDonald’s
GUERILLA
Axe
PRESS
Canadian Club
Volkswagen
FILM
Old Spice
http://www.youtube.com/watch?v=owGykVbfgUE
match.com
http://www.youtube.com/watch?v=-z4aguu4Ex0
Phillips
http://www.youtube.com/watch?v=lQ3D4CqHbJM
Beginning of Best Short Film 2010 Oscar winner
http://www.youtube.com/watch?v=p10UE3O8s24&feature=related
MEDIA-NEUTRAL
Tourism Queensland
Optus
http://64.13.249.109/award/whalesong/
Ikea
http://demo.fb.se/e/ikea/facebook_showroom/
Tele2
http://demo.fb.se/e/tele2/mobile-internet-live/
HBO
Learnings from Golden Drum 2009
One of the main things I remember from our meeting in Portoroz was that most of us felt that we are weak in craft.
So until we improve in this area,like so many other agencies demonstrated at Golden Drum…
instead of lamenting our limitations,I suggest that we embrace them.
Because great ideas are not craft-dependent…
…they’re idea-dependent.
If we have a strong idea,all sorts of executional options are open
to us.
We can use stock photos.
We can shoot rudimentary photos.
We can draw simple illustrations.
We can draw slightly less simple
illustrations.
Or we can hire a professional illustrator to draw complicated illustrations.
We can make the medium the idea.
We can extend an idea beyond its medium.
We can even create a new medium.
We don’t need elaborate sets, fancy locations or extensive post-production.
We don’t need to cast more than one person.
We don’t need to worry whether our cultures will be understood.
We certainly don’t need to scam.Because the majority of the work I am showing you here is real.
And we don’t have any valid excuses,because award-worthy communication is being already produced for…
P&G…
and Unilever.
OBSERVATIONS
As a jury, we decided it was not our job to be policemen.We agreed that work should have been properly screened before it was exposed to us.But if an entry screamed “SCAM”, we threw it out.
As always, the best ideas stood out.Most of them were either:• a fresh articulation of an existing insight
(Max Factor: Look into my eyes)• offered a new, pertinent insight
(BETA: Adopt a dog).• and/or struck an emotional chord
(Pert: Stop the Suffering; Munich Treaty)
Unfortunately, some regurgitated ideas won.
Fortunately, some were exposed.
Poor execution did not prevent an idea from winning.
It simply prevented it from winning big.
Press is press.Outdoor is outdoor.Many agencies are still entering their press campaigns in the outdoor competition.If work was not truly outdoor, we did not award it.
What wins at Cannes will win at other award shows, too.So don’t focus on Golden Drum, focus on Cannes.
Focus on a less competitive category.The radio category had only 51
entries.
If you’re searching for new creative talent, look no further than the Piran Poster contest.
You’ll get to see how young creatives perform on a real brief with a level playing field.
Certain networks are obviously much better organized and geared towards winning awards than others (LB in particular).
Also, agencies in countries outside of Europe, such as Lebanon, Turkey and Israel, are performing much better than the European ones.
It only takes ONE brilliant idea to stand out.
MY ADVICE:
Focus on just ONE paying clientandONE pro bono client
LOWE & PARTNERS ROMANIA
(Our best work)
ACTIVATION
Delikat “Guess Who’s Coming To Dinner”
J&J Baby “24 Hour Mom”
Creative Rationale• Every mother cares for her baby non
stop, 24h a day, 7 days a week.• Johnson’s baby helps provide around-
the-clock solutions for baby caring, for different moments of the day.
Creative Idea• Reward Johnson’s Baby moms through a
contest, reassuring them in their choice, and reminding them that our products are helping them throughout the entire day.
• The objective is to have mothers create positive word of mouth concerning their experience with the brand.
Johnson’s Baby supports moms around the clock
Contest mechanism
Are you a 24h mom? Tell us your story and win!
• We create the 24hmom.ro website, where moms can upload pictures and tell all about their favorite moment of the day when they interactinteract with with their baby and Johnson’s baby Johnson’s baby products (products must be in the picture).
• The 3 stories that receive the most votes will receive appealing prizes such as aqua gym subscriptions or 1-year supply of products.
• The 3 stories will be used as testimonials. We will PR their image as “hero moms” that “survived” throughout each day with the help of Johnson’s baby products.
Program promotion:• In store materials• TV tag• Internet• Press testimonials
In store: Shelf talker
In store - Neck hanger
In store - Neck hanger
TV tag
Website
Bath time stories
Nappy change time stories
Bed time stories
Press testimonials
Rexona for Women “Puts You in the Spotlight”
Buzz
We create buzz with our “Black puts you in the spotlight” key visual.
In major cities throughout the country, with actual spotlights, we will project our key visual and slogan up into the sky, onto the sides of major buildings, and onto walls. Indoors, we will project it onto floors and ceilings.
Reveal
The same spotlights will project our KV indoors and outdoors, but now branded with the Rexona logo and a CTA website: www.rochianeagra.ro
Reveal
A major “Catwalk” flashmob will take place somewhere in central Bucharest. We will alert the media beforehand and upload the event onto youtube, for maximum exposure and viral impact
Beautiful women dressed in black dresses will step out of limousines, and a black “catwalk” will be instantly laid down for them to strut their stuff
Reveal
Afterwards they will hand out fliers to women with instructions to buy Rexona Crystal then log onto our website to have the chance to win 1 of 5 iconic dresses and other great black fashion accessories
Smaller “Catwalk” flash mobs will also appear in high traffic locations in different cities over the coming days
Reveal
At POS, we will have black carpet floor stickers leading to the Rexona shelf. There will be spotlights on the floor, shelf strips and shelf talkers.
Reveal
Partnerships with clothes shops - each black garment will carry a hanger label
Reveal
Several copies of the dresses will be made so that we can put them on display in different places at the same time. These display locations can include major malls, city/town squares, even central metro stations.
Reveal
ATL components
TVPressOOH
DIRECT
Bayer (Rennie) “Gas Notice”
Unilever (Axe) “Ruler”
TRAINING TIPS
RULES
1) Say one thing
2) First be clear then be clever
3) Substance precedes style
TECHNIQUE 1
BENT VISUAL WITHSTRAIGHT HEADLINE
TECHNIQUE 2
BENT HEADLINE WITHSTRAIGHT VISUAL
TECHNIQUE 3
1) Before (focuses on the problem)
or
2) After (focuses on the solution)
or
3) Before / After (focuses on the problem and solution)
Before (focuses on the problem)
After (focuses on the solution)
Before / After (focuses on the problem and solution)
TECHNIQUE 4
FLIP SOMETHING(Do the opposite; change things 180°)
Mustang MatchboxOgilvy Frankfurt Germany
Fleetwood MatchboxOgilvy Frankfurt Germany
Eldorado MatchboxOgilvy Frankfurt Germany
Soccer GatoradeALMAPBBDO Sao Paulo Brazil
Boxing GatoradeALMAPBBDO Sao Paulo Brazil
Basketball GatoradeALMAPBBDO Sao Paulo Brazil
Steak HeinzLeo Burnett Brussels Belgium
Fries HeinzLeo Burnett Brussels Belgium
Fish HeinzLeo Burnett Brussels Belgium
Kitten FordJWT Mexico
Tricycle FordJWT Mexico
Tortoise FordJWT Mexico
Touran VolkswagenDDB Germany
Golf VolkswagenDDB Germany
Golf Variant VolkswagenDDB Germany
Tiles Leica CameraAdvico Young & Rubicam Switzerland
Stakes Leica CameraAdvico Young & Rubicam Switzerland
Ivy Leica CameraAdvico Young & Rubicam Switzerland
Iron Fence Leica CameraAdvico Young & Rubicam Switzerland
Bricks Leica CameraAdvico Young & Rubicam Switzerland
CockatooJWT Sydney Australia
EchidnaJWT Sydney Australia
KoalaJWT Sydney Australia
Troussers Voltaren Pain ReliefSaatchi & Saatchi Simko Switzerland
Remote control Voltaren Pain ReliefSaatchi & Saatchi Simko Switzerland
Cheese Voltaren Pain ReliefSaatchi & Saatchi Simko Switzerland
Baby Voltaren Pain ReliefSaatchi & Saatchi Simko Switzerland
Sheep Vega-Mayor Florette SaladGrey Spain
Pig Vega-Mayor Florette SaladGrey Spain
Cow Vega-Mayor Florette SaladGrey Spain
Cock Vega-Mayor Florette SaladGrey Spain
TECHNIQUE 5
SWITCH SOMETHING(Replace one thing with another)
Sydney-Toronto Western UnionSaatchi & Saatchi Vietnam
Singapore-LA Western UnionSaatchi & Saatchi Vietnam
Shanghai-Chicago Western UnionSaatchi & Saatchi Vietnam
Hongkong-NY Western UnionSaatchi & Saatchi Vietnam
Shoe Companions for SeniorsY&R Chicago
Piano Companions for SeniorsY&R Chicago
Cards Companions for SeniorsY&R Chicago
Ballet Job Search WebsiteJWT Hongkong
Sumo Job Search WebsiteJWT Hongkong
Soldier Job Search WebsiteJWT Hongkong
Tree ClemengerBBDO Wellington New Zealand
Creek ClemengerBBDO Wellington New Zealand
Bridge ClemengerBBDO Wellington New Zealand
TECHNIQUE 6
ONE BECOMES ANOTHER(One or many things form
another)
TECHNIQUE 7
USE A METAPHOR OR SIMILE
TECHNIQUE 8
MAKE THE PRODUCT THE IDEA
TECHNIQUE 9
MAKE THE MEDIUM THE MESSAGE
TV2 Ugly BettySaatchi & Saatchi New Zealand
