In October 2009 Nokia presented a literally huge ambient campaign, featuring the biggest sign post ever in the very heart of London. The 50 meter tall, six ton motorized red arrow promoted the “Good Things” feature of Nokia’s Ovi Maps navigation system.
Agency: Farfar London, United Kingdom.
Guest judge: Jennifer Wood, Creative Director, EURO RSCG Chicago. February’s top honor goes to Nokia’s “The World’s Biggest Signpost” concept. Nokia’s goal was to get consumers engaged with their lesser-known navigation products — and this goal was easily achieved with a highly interactive campaign that had real-time impact. While the sign itself was bigger than life, I appreciated that people could interact with the campaign in a personal, immediate way through a variety of channels, including texting, posting on Nokia’s website or via Twitter feeds. All in all, it was an exciting and memorable way to get consumers using Nokia’s navigation services for the first time.
Many beer brands speak to men in a shared tone showing to them that they really understand their needs. Yet, up to know, all intentions where express by a message without and action plan. Andes, the leader beer in the Andina Region of Argentina, presents: Andes Beer “Teletransporter” a revolutionary invention capable of doing something almost impossible: men can now go to a bar and share an Andes beer with friends without having any problems with their girlfriends. Andes Teletransporter Booths have been installed at the main bars of Mendoza, Argentina. Einstein mentioned that teletransportation was impossible since objects could not conduct faster than light. Einstein was wrong!
Legal Notice: Teleportation does not cause any physical non psychological damages. It helps and encourages long lasting couples and friendships. To lie is a sin, teleport is not!
Agency: Del Campo Nazca Saatchi & Saatchi, Argentina.
Guest Judge: Matt Batten Creative Director Wunderman & Chairman ADMA Agency Council, Australia. I’m tired of seeing half-assed attempts at winning awards by doing a single, cheap ambient stunt. That’s why my winner of the month for January is Andes Beer “Transporter” even if it isn’t actually “direct”. Finally, someone has gone to an extraordinary amount of effort to create a real ambient experiential piece that is incredibly funny and engaging. On-brand. On-target. I hope it attracted as many consumers as they wanted and their brand benefits from it.
Generate as much publicity as possible to attract more people to the casino and increase the use of their slot machines. Luck may surprise you anywhere, but where it can really win you money is in the Casino. To this end they created an unconventional advertising media, integrated into the city, which allowed them to prove their theory. They hung a panel that replicated the screen of one of the Casino’s fruit machines from a bridge over a main street in Madrid. The fruit was represented by cars as they passed under the bridge. If, on stopping at a traffic light, three cars with the same colour coincided, you could take a photo and send it to Casino with a chance to win €80,000.
Agency: BUNGALOW 25 Madrid, Spain.
Guest Judge: Thais Fabris Creative Director Torke Lisbon, Portugal. ”The Monthly Merit goes to BUNGALOW 25 Madrid, Spain for their case Casino Madrid “Slot Machines” I think it´s great not only because it´s an integrated stunt, that goes from the street to the internet, but because it´s centered on a very powerfull idea and concept. To me, that´s the way to go!”
Talking on the phone while driving is illegal in Australia, yet 80% of young drivers admitted to regularly doing it. Traditional messaging was not getting through. They developed the driving game, CityGT, wich was completely void of VicRoads branding. They than embedded a safe driving message under the guise of the iPhone’s functionality. A player via WiFi downloads CityGT straight to their iPhone, and wirelessly connects to the FedSquare bigscreen. Using the phone like a steering wheel, the player maneuvers the car through the CityGT track. While driving, CityGT generates an unexpected phonecall. If the player answers the call, the receive this message: “Hi there. You know you really shouldn’t talk on a hand-held mobile phone while driving. You’re 4 times more likely to crash and seriously hurt yourself, or someone else. This safe driving initiative is brought to you by VicRoads.” On the bigscreen, the car crashes. Game over. CityGT made headlines on every Australian news channel, daily newspapers and thousands of blogs and social media sites. The CityGT iPhone app, ranked in the top 3 hottest apps on the iTunes store.
Agency: JWT Melbourne, Australia.
Guest Judge: Marc van wageningen Creative Director Directdaily Amsterdam, The Netherlands. “The first Monthly Merit goes to JWT Melbourne for their case VicRoads “CityGT”. Not handsfree calling with mobile phones in cars is not only a problem in Australia, but also in Europe. Especially young drivers are involved with these mostly fatal accidents. To target this audience is very difficult. By using a game, they got the right trigger. A game which makes it very clear that using your mobile phone and driving does not match. A very strong idea, with maximum impact. For me the one and only winner of the month November. Congrats Downunder!”
Each month, directdaily accolades the best work in direct marketing and consumer activation. We ask one of the world’s leading creatives to judge all entries and select one of them for our Monthly Merit award. Once every twelve months, all guest jury members are asked to select the best work of the year, wich receives the directdaily Annual Award.
This month’s guest judge is Nina Daniel-Gruber Executive Creative Director, Brands Rock, who will judge the month of March.
That rarest of all breeds, a creative, arty type with a solid understanding in actual business and marketing management, Nina has been living and breathing beautiful artwork designed to make brands rock, for 15 years now.
When Nina first enrolled in design at Red & Yellow School of Advertising, doing her Diploma in marketing and business management on the side, little did she know that just a few years down the line she would be considered a veritable guru on the subject of marketing and design. But that’s exactly what she is. A slew of Loeries, Assegai, Best of Europe and other awards will do that for a girl. Throw in annual stints as a Loeries Judge, Caples Judge-status, a few published articles and keynote speaker stints for Marketing Mix, as well as time spent as the Art Director/Creative Director for some of SA’s leading marketing and advertising companies, and it’s hard to believe Nina’s as down to earth and genuine as she is.
These things don’t matter to her, though. For her it always has been, and still is, all about the clean lines, the jaw-dropping, brain-searing image, the bold design that won’t ever let you forget what you’ve just seen. You only need to see her award-winning work done conceptualising, designing and creating CRM programmes for The Striding Man Society (Johnnie Walker), The Fraternity of Connoisseurs (Bell’s Whisky), The Captain’s Mates (Captain Morgan), and The Levi’s Loop (Levi Strauss), to understand.
For Nina, it’s stunning design that really rocks, The chain reaction for your brand is obvious.
