The Grand Prix Winners at Cannes Lions 2007
In this post i will show you the ads that won the Gran Prix at Cannes 2007, by categories.
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FILM GRAND PRIX
The video made by OGILVY & MATHER, Toronto for DOVE, title “Evolution”
PRESS GRAND PRIX
The prints made by SAATCHI & SAATCHI USA for Tide, title “SOY SAUCE, MAYO, KETCHUP”
click the images for a full view
OUTDOOR GRAND PRIX
The campaign made by NET#WORK BBDO from Johannesburg for NEDBANK, title “POWER TO THE PEOPLE”
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The presentation movie :
DIRECT GRAND PRIX
The campaign made by SHACKLETON, Madrid for BANCO GALLEGO, title “LOPETEGUI DEPOSIT”
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The presentation movie :
Brief:
The conventional finance advertising is showing signs of exhaustion and it is more and more difficult to impact the consumer effectively. The conclusion of a market analysis of the finance deposits is that there is a great and diverse offer, so it is necessary not only to present a new product, but also to present it as being the best. From there the objectives were: - Launch a renovated and modernized image of Banco Gallego - Acquire new clients/funds through an investment product.
Solution:
During a live Soccer World-Cup program, Julen Lopetegui (Barcelona ex-goalkeeper) fainted. The video of the faint circulated extraordinarily on Youtube, but nobody knew what really happened. Some months later, Banco Gallego reveals the answer with the campaign “Why Lopetegui fainted” and gives the players’ name to its latest product: Lopetegui deposit After the real images of the faint, we filmed a new one showing that a sign was raised before him with the claim: “Deposit with up to 10%” We used: - video of the faint - continuation commercial - internet - mailings - radio, print - F2F and events
Result :
Quantitative:
• New clients: 132%/objective
• New funds current clients: 157%/objective
• over 14.000 YouTube views (409%/objective)
• CTR emailing: 7,5% (530%/objective)
• 7.738 dowloads (168%/objective) Qualitative: - The main economy newspapers in Spain (Expansión) dedicated a full page with the headline: Banco Gallego reinvented finance advertising” It was also object of other comments: - Using in a conscious way, a true fact from the past, independent and relevant, to associate it with a commercial message and empower the notoriety - A new step diluting the boundaries between reality and fiction - Integrating product and campaign in a unique name: Lopetegui deposit.
MEDIA GRAND PRIX
The campaign made by OMD NEW ZEALAND, Auckland for ASB BANK, title “MONEY GOES DIGITAL”
The presentotion movie:
Innovative Media Strategy:
Pago is a financial innovation in New Zealand where, from a virtual wallet linked to an everyday bank account, users can text each other money, from one mobile phone to another. It was a dream brief - the client demanded and (research supported) non-conventional advertising. Key insight: The prospect target was defined as ‘Digital Natives’ - a tech savvy youth audience. Although highly cynical of conventional marketing messages they are captivated by innovation and digital development. Strategy: Capture attention through new technology and media innovation reflective of the Pago brand. The media solution discovers new touch points and embodies genuine media innovation.
Creative Execution:
Innovation and new media was key to engaging the target audience. The campaign utilised: - Hypertag and Bluetooth technology where recipients could download free money vouchers to their mobile phone - this directly motivated registration. - A totally new media channel by stickering the national currency - Pixelated a billboard using 30,000 Post-It-Notes to create an interactive outdoor experience where train commuters could take the message with them, Pago in one hand, mobile phone in the other….
Target Audience:
The ‘youth’ audience are mobile and seldom at home. - Radio promoted a new destination everyday where Hypertags (integrated into Street Furniture) gave away free money. - Bluezone technology got Pago onto the targets’ mobile at the Big Day Out (BDO), the country’s largest youth music festival. - The NZ$5 note was stickered and seeded into circulation at the BDO and key youth retailers. - The Post-It-Note billboard was constructed at the largest central train station encompassing the target.
Effectiveness:
Awareness goal +21% 2-months from launch. Registration +300% 1st-week. Mobile content downloaded to 76.4% of the registration goal “It was going to be a big challenge, after all there aren’t too many campaigns that have created a brand, articulated a complex service and delivered acquisition all within one smallish(!) budget.” V.Chong, Pago .
CYBER GRAND PRIX
- Websites & Microsites : Clothing, Footwear & Accessories
- Other Online Advertising : Innovative Ideas
- Viral Advertising : Viral Video
The site mede by FARFAR, Stockholm for Diesel, title “HEIDIES 15 MB OF FAME”
The site made by R/GA, New York for Nike, title “NIKE+”
The viral video made by OGILVY & MATHER, Toronto for Dove, title “EVOLUTION”
RADIO GRAND PRIX
The radio spot made by CLEMENGER BBDO for Snickers, title “HOEDOWN”
PROMO
The campaign made by TBWA\WHYBIN (180\TBWA), NEW ZEALAND for NZRU/ADIDAS, title “BONDED BY BLOOD”
The presentation movie :
Objective:
Each year, Adidas prints a commemorative poster to celebrate the announcement of the new All Blacks squad. In 2006, Adidas wanted an concept that would reflect the powerful bond between the All Blacks and their fans. Adidas also wanted to grow sales of All Blacks apparel by 15% Target audience: The fans. Which basically means, 4 million New Zealanders.
Development:
The solution was a world first: we created a limited-edition poster that not only featured the players but also included their actual DNA. Each player in the 40-strong squad donated blood which was thoroughly sterilised and then embedded into the paper during the printing process.
Relevance:
8,000 were made and the poster, suitably named “Bonded by Blood”, was displayed at point of sale, and was available only to those fans who bought an All Blacks jersey. Each poster came with a numbered certificate of authentication, with each member of the All Blacks receiving the one matching their jersey number. The ‘Making of’ was shown in-store on plasma screens, and also at bondedbyblood.co.nz, all blacks.com and on youtube.
Outcome/Results:
Sales of Adidas All Blacks apparel over exceeded the target and went up by 24%. All 8000 posters quickly sold out. In fact, many are now traded on auction sites around the world for around US$400 and rising. It was featured on TV news programs, in The Wall Street Journal and other newspapers around the world generating millions of dollars of editorial comment; not to mention hundreds and hundreds of blogs and sites. If rugby is a blood sport, these posters proved its ultimate celebration.
TITANIUM GRAND PRIX
The campaign made by RISPIN PORTER + BOGUSKY, Miami for Burger King, title “XBOX KING GAMES INNOVATIVE CAMPAIGN”
To view the presentation movie, check the Cannes Lions Site
Description:
In November 2006, Burger King made gaming history by partnering with Microsoft to develop three XBOX games. The games allowed Burger King to create a connection with gamers, who were increasingly turning away from traditional advertising such as television. The games successfully drew consumers into the King’s world by featuring characters and products seen in Burger King’s advertising. The games were sold in store, during the holiday season, for $3.99 each with the purchase of a BK Value Meal. 2.4 million games were sold in only 5 weeks.
Launch And Execution:
The 5 week XBOX promotion was first introduced with the release of online trailers that gave gamers a sneak peak of what was to come. On November 19, 2006 the games went on sale in 6,680 participating restaurants. A variety of television and print executions launched that same day to coincide with the release of the games. Three print ads, televisions spots and game trailers were released throughout the holiday season to continue to draw traffic to the stores. Game trailers also played in restaurant to spark consumer curiosity at the point of purchase.
Results:
The BK King Games were deemed a huge success by client and consumer alike. The games were certified platinum by Microsoft on December 20, 2006. Meaning, 2.4 million units were sold during the 5 week promotional period. This ties with the current 3rd best selling XBOX game of all time. The estimated media impressions generated by the King Games was the equivalent to thirteen Superbowls. The XBOX games also helped Burger King draw record traffic and sales system wide.
INTEGRATED GRAND PRIX
The campaign made by VEGAOLMOSPONCE, Buenos Aires for UNILEVER, title “Axe 3”
To view the presentation movie check the Cannes Lions Site
Description:
Axe needed a real product and communication innovation that would take its consumption rates to the next level. To achieve this, we created the NEW AXE 3: two Axe that could be mixed to get a third fragrance. To communicate the concept of “mixable fragrances” we came up with a simple, straightforward & 100% Axe media neutral idea: mixable Axe fragrances would give guys mixable women. The campaign was based on this simple concept, showing guys in every form of media available that it is good to mix, and even better to mix different kinds of gorgeous women. That’s how the craze of mixing women started.
Launch And Execution:
The first wave of communication established the concept on a large scale through the TV ad. We also used specific billboards that suggested ways for guys to mix girls from real parts of the city near the ad, and gave away leaflets where guys could combine different parts of women. The second wave of communication was centered on an interactive billboard where guys could vote for their favorite combination using their cellphones or the Axe site. These women combinations became real and visited radio shows and hot spots in the city to encourage guys to vote for them. The winning combination was displayed on the billboard.
Results:
“Crashes” TVC achieved above-average scores in Recognition, Enjoyment and Branding. The campaign clearly generated new awareness for the brand & achieved huge engagement levels. “Crashes” has proven to drive consumption to higher levels:
• In Latam, we got a 35% increase in consumption per application rate.
• The consumption in grams increased 50% by using both sprays at the same time and pack-life was reduced 10 days.
• This incremental consumption drove growth: 2% incremental share in Argentina and 10% incrementa
SPECIAL AWARDS
DIRECT AGENCY OF THE YEAR :
This award is given to the agency in one country that obtains the highest score for entries in the Direct Lions section, irrespective of whether these have been entered by the agency or another party.
1. SHACKLETON, Madrid
2. NORDPOL+, Hamburg
3. TBWA\GERMANY, Berlin
MEDIA AGENCY OF THE YEAR :
This award is given to the agency in one country that obtains the highest score for entries in the Media Lions section, irrespective of whether these have been entered by the agency or another party.
1. OMD USA, USA
2. DENTSU, TOKYO, Japan ; ADK, TOKYO, Japan
3. ZIG, TORONTO, Canada ; WALKER, ZURICH, Switzerland ; FIRE ADVERTAINMENT, ACASSUSO, Argentina
INTERACTIVE AGENCY OF THE YEAR :
This award is given to the agency in one country that obtains the highest score for entries in the Cyber Lions section, irrespective of whether these have been entered by the agency or another party.
1. CRISPIN PORTER + BOGUSKY, Miami
2. AFRICA PROPAGANDA, São Paulo
3. FORSMAN & BODENFORS, Gothenburg
AGENCY OF THE YEAR
This prize is given to the agency in one country that obtains the highest score for entries in the Radio, Press, Outdoor and Film Lions sections, irrespective of whether these have been entered by the agency or another party.
1. SAATCHI & SAATCHI, New York
2. DDB, London
3. OGILVY & MATHER, Singapore
NETWORK OF THE YEAR
The Network Of The Year Award is given to the agency network that obtains the highest score for entries in the Film, Press, Outdoor, Radio, Media, Cyber, Direct, Promo, Titanium and Integrated sections.
1. BBDO
2. DDB
3. SAATCHI & SAATCHI
PALME D’OR
This prize is given to the best production company. To compete for this prize, a production company must have at least ten films in the competition, irrespective of whether these have been entered by the production company, advertising agency or another third party.
1. SMUGGLER, USA
2. BISCUIT FILMWORKS, Los Angeles
3. EPOCH FILMS, Beverly Hills
4. MJZ, Los Angeles
5. HUNGRY MAN, USA
6. REBOLUCION, Buenos Aires
7. GORGEOUS ENTERPRISES, London
8. PHENOMENA, Bangkok
9. PARTIZAN, London
10. RATTLING STICK, London
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