TV Ads

Gold  
The Way It Was Meant To Be, Finland, hasan&partners
Subcategory: A-4 Services (tourism, entertainment, sports, mass media, culture, education)
Advertiser: Ilta-Sanomat
Creative director: Eka Ruola
Art director: Mikael Nemeschanskuy
Copywriter: Anssi Järvinen
Photographer: Kjell Lagerroos
Creative idea: CHALLENGE: Ilta-Sanomat is the biggest and oldest tabloid in Finland. People were consuming more of Ilta-Sanomat online, but at the same time buying less of the actual newspaper. So, Ilta-Sanomat reinvented the nwspaper to better serve the situation, giving the two medias their own specific roles. The web was to bring the news as they happen and let people interact and at the same time the newspaper went deeper into the stories behind the news.

Silver
Sheep, Romania, Ogilvy&Mather Advertising
Subcategory: A-4 Services (tourism, entertainment, sports, mass media, culture, education)
Advertiser: ESTE'N'EST
Creative director: Albert Nica, Dani Macarie
Art director: Catalin Popescu
Copywriter: Corina Bompa
Creative idea: Anim'est is the only animation film festival in Eastern Europe. The client wanted an unconventional approach talking about animation and the joy it can bring to peoples' lives

PRINT ADS

Silver
Burn, Melt, Ukraine, Ogilvy Group
Subcategory: B-6 Social
Advertiser: WWF, Danube-Carpathian Program
Creative director: Will Rust
Art director: Taras Dzendrovskii
Copywriter: Sergey Kolos
Photographer: Goran Tacevski
Creative idea: We created a follow-up campaign to launch just after Earth Hour, reminding people that although Earth Hour is a great symbolic effort, the real battle against climate change will be won by changing their lifestyles long-term.

OUTDOOR POSTERS

Silver
THE RABBIT, Ukraine, Adventa Lowe
Subcategory: C-3 Clothing, beauty products, hygiene products, medications, Household goods, pet products, office equipment, construction, transport
Advertiser: Doctor / Speech Therapist Nataly Chubovskaya
Creative director: Oleksiy Pasichnyk
Art director: Alexey Demin
Copywriter: Alexey Demin
Creative idea: We know, how the world of a child with speech problems changes for better, as he gets help from speech therapist.

ADVERTISING CAMPAIGNS

Silver
Squirrels, Russia, BBDO Moscow
Advertiser: Snickers chocolate bar
Art director: Andrey Ivanov
Copywriter: Nikolay Megvelidze
Creative idea: Snickers planned to launch temporary variety - chocolate bars containing more nuts than standard Snickers. The limited edition was called Snickers More Nuts. Main advertizing objective was to build awareness of the news and generate trial. Though TV and outdoor provide huge coverage, it was crucial for us not to get limited by these standard ATL channels. With teenage boys being the TA, we aimed to create buzz around the new variety to maximize the campaign effect, keep up high level of TA involvement and increase message relevance for youngsters. For that purpose we've decided to go into one of the modern digital channels highly popular among our TA. The advertising idea developed is "there are so many nuts in Snickers More Nuts that squirrels being great nuts lovers freak out with astonishment". Campaign structure Stage 1: We opened the campaign with the 20" TVC and cityformats at bus shelters. The TV ad was extremely popular among people. Stage 2: Then viral activity was launched. We started with the street activities: for 2 week-ends the teams in the squirrels' costumes (produced for this event) played tricks around/with the Snickers cityformats around Moscow. 12 "self-made" videos of the squirrels reacting to the Snickers posters were shot and thrown into Internet. The results of the campaign were amazing:  original commercial was a big hit among teens and provoked them into making their own versions to be shared through Internet  1.000.000 viewers of the viral videos in Internet (500.000 only on YouTube)  135.000 people actually witnessed the stunt  the films were posted, commented and re-uploaded in at least 150 other sites  the report about the squirrels' tricks was shown on one of the most popular national TV channels (we got 19.000.000 viewers for free!)

Silver
Ežys incubator, Lithuania, MILK
Advertiser: Omnitel
Creative director: MILK
Art director: MILK
Copywriter: MILK
Creative idea: Ežys Incubator is a place for people with unhatched talents and big desires. DJ'ing, film-making, recycling art, fashion tuning etc. It's not just TV, print ads, posters, postcards and internet. It's a phisical space in a centre of town. All 400 square meters, 10 subjects, 14 international lecturers, 150 days of workshops, over 1000 blog entries, over 200 Ežys users who had hands on experience of the brand and truckloads of art materials created.

INTERACTIVE MEDIA

Gold
www.skamp.lt, Lithuania, Gaumina
Subcategory: E-1 Corporate websites, Information resources - NEWS PORTAL;
Service projects: on-line services, on-line stores, catalogues, search services;
Non-commercial projects: entertainment, culture, humanities, ecology
Advertiser: Gaumina
Creative idea: “Fuck TV, fuck CD, welcome to the Internet”. We created an interactive SKAMP studio. SKAMP site has a live webcam from SKAMP studio and concerts, live chat with the band members, SKAMP Blog and more. Skamp.lt is now like a TV station and airs their own programs. Each Monday there is a live Jam Session at their studio. A number of famous Lithuanian and foreign artists including the „Fools Garden“ have already performed live for skamp.lt visitors.

Gold  
Toyota Screensaver, Russia, BrandStudio
Subcategory: E-6 Viral video
Advertiser: Toyota
Creative director: Arsen Vartapetov, Ekaterina Razoumova
Art director: Alexander Kudryavtsev
Production company: Alexander Kudryavtsev
Mucis company: Ashot Kalashyan
Creative idea: In 2008 Toyota became the world's top- selling car manufacturer. We decided to show Toyota's scales of production in real time. You were away from your screen for 5 minutes - 60 cars were made, you were out for lunch - 720 cars. Every 5 seconds a new Toyota car appears in the world. A car for everyone.

BEST USE OF MEDIA

Gold 
Fiesta Fashion Colors, Czech Republic, Mindshare
Subcategory: F-3 Best use of Print Media
Advertiser: Mindshare Czech Republic
Creative idea: We used wide color range, new Fiesta is available on and in cooperation with magazine's editor's office prepared variety of fashion stories with Fiesta in it. Product was not communicated in a "car way" but completely differently as a fashion accessory. For example Fiesta in trendy purple color with other purple clothes and accessories for ladies.

Gold
Vitiron, dancing red coat, Latvia, UniversalMcCann Latvia
Subcategory: F-4 Best use of Outdoor Media (posters, stands, pillars, signboards, neon signs, pneumatic constructions, decorations, transport)
Advertiser: Mepha Baltic
Creative director: Andis Zusts, King & Banzai
Creative idea: Vitiron is a complex of vitamins, minerals and amino acids, which provide joy and energy for the whole day. Even your coat can start dancing, if Vitiron is in its the pocket! As we could not use Vitiron images and video with lady anymore, we used only the dancing red coat in the communication campaign. The idea was to make the red Vitiron coat move in OOH.

Gold
Blow into the mic, Russia, Leo Burnett Moscow
Subcategory: F-6 Best use of Internet
Advertiser: P&G
Creative director: Mikhail Kudashkin, Grigory Sorokin
Art director: Vera Karpova, Alexander Tikhonov, Sergey Korovets
Copywriter: Arina Avdeeva
Creative idea: Wellaflex is a product line, providing hair with flexible fixation. Afterexposure to wind and other external impacts, the haircut returns to its initial form. The whole campaign is based on interaction between a real person or environment and virtual models. Girls' hair wave in the wind, either the real one (widget), or simulated by user (site, banner).

Gold
Check Them!, Macedonia, McCann Erickson Group Skopje
Subcategory: F-8 Best use of Guerilla Marketing (Legal Graffiti/Murals, Word of Mouth/Buzz), Product Placement, Street Teams
Advertiser: Veritas Spiriti
Creative director: Ivica Spasovski
Art director: Vladimir Manev
Copywriter: Ivica Spasovski / Vladimir Manev
Creative idea: The challenge was to raise the awareness and to inform men how to detect testicular cancer. Simple message: You can easily detect testicular cancer with a simple self examination. BE BOLD, CHECK THEM! We decided to give men a HAND! It was offered on the all places men goes: stadiums, gyms, barber shops, car wash, snooker rooms, sport betting places and in dressing rooms in shops and stamped eggs with this message on the markets (eggs=testicles)

Gold
Ice Period, Russia, OMD Media Direction
Subcategory: F-9 Best use of Sponsorship, Event/Nightlife Marketing
Advertiser: Ferrero
Creative idea: The program Ice Age is the biggest show on national TV's First Channel, where celebrities, actors and other famous people compete in figure skating. We proposed a smart integration to the program's content of flash, gifting, boards, virtual animation and PP. Results: • 81% of the target audience covered • 64% conversion from coverage to awareness • Raffaello sales volume increased by 43% in Q4 2008 in comparison with Q4 2007

Silver
Maxima_ New_Year_speech, Latvia, DDB Worldwide Latvia
Subcategory: F-1 Best use of Television
Advertiser: DDB Latvia
Creative director: Vairis Strazds
Art director: Digna Pilmane
Copywriter: Ulrika Rupa
Creative idea: In 2008, on New Year's Eve, Centis Ubele, a personality for one of the major retail chains in Latvia - "Maxima", made a speech on Latvian national TV. From an advertising point of view, the speech of a shopping guru became not only a brand new step in a history of advertising, but also proved to be much more cost-effective than a typical TV-ad.

Silver
BITE PRINT IN GREEN, Latvia, OMD Latvia 
Subcategory: F-3 Best use of Print Media
Advertiser: Bite Latvija
Creative director: OMD & St. Brothers
Art director: St. Brothers
Creative idea: 1/For the first time in Latvia, biggest newspapers agreed to recolor article titles in green. 2/Leading newspapers agreed to extensively use green color for their newspaper design where BITE campaign had ads, for the whole campaign period.3/Every single fashion magazine while making fashion observations of celebrities chose only green color garments with the campaign title"Its getting greener!",supporting BITE coverage campaign.4/paper ribbons

Silver
"Dead party" campaign installation Latvia Creative Media Services
Subcategory: F-4 Best use of Outdoor Media (posters, stands, pillars, signboards, neon signs, pneumatic constructions, decorations, transport)
Advertiser: CSDD
Creative idea: 3 real crashed cars installations were placed in the front of most popular shopping malls central entrance area and surrounded with "police enclosure tape" with the campaign's slogan on it.

Silver
Mermaid, Ukraine, MEX
Subcategory: F-5 Best use of Indoor Media (posters, stands, pillars, signboards, neon signs, decorations)
Advertiser: Global Fish
Creative director: Egor Kharkov
Creative idea: We created a sculpture - a sliced mermaid - and exhibited it in refrigerated showcases at shopping and business centers for one months. We then physically moved "her" to the delicatessen, where hundreds of customers a day continued to take photos and videos.

Silver
Hiding women, Slovak Republic, VACULIK ADVERTISING  
Subcategory: F-5 Best use of Indoor Media (posters, stands, pillars, signboards, neon signs, decorations)
Advertiser: Avon Cosmetics
Creative director: Milan Hladky, Dejan Galovic
Art director: Bohumil Dohnal, Martina Mihalova
Copywriter: Juraj Dvorecky, Katarina Kureckova
Photographer: Martin Pastor
Creative idea: These untraditional media were part of a broader integrated campaign "AVON against Domestic Violence". In showers and lockers of the ladies rooms we put stickers of hiding women in live size. The experience surprised and was so strong that female customers of the fitness center dedicated their time instead of exercising to spontaneous debates on domestic violence.

Silver
GALERIJA CENTRS game Hot or Not, Latvia, PHD Latvia
Subcategory: F-6 Best use of Internet
Advertiser: GALERIJA CENTRS
Creative director: Gatis Murnieks
Creative idea: Interactive game "Hot or Not", staged in two major social networks in Latvia - draugiem.lv and one.lv - was designed to bring together people who love to have their style appraised and people who love to give their opinion on other people. Each participant uploaded one picture, which best represented their style. Others voted it being either "hot" or "not". The "hottest" person received prize from GC, items of own choice from the new catalogue.

Silver
The Morning After: Abort, Ignore, Cancel, Latvia, OMD Latvia  
Subcategory: F-6 Best use of Internet
Advertiser: Gedeon Richter
Creative director: Gatis Murnieks
Creative idea: A widely known computer error message "Abort; Ignore; Retry" was used to show that after an unprotected sexual intercourse everyone has 3 options at hand. A web based experience "the morning after" was created as a standalone website and as integrated section within the major local social network. Mouse over functions revealed image sequences illustrating how one's life can change after abortion, unwanted baby or infertility.

Silver
Vitiron, Latvia, UniversalMcCann Latvia
Subcategory: F-7 Best use of Media Mix
Advertiser: Mepha Baltic
Creative director: Andis Zusts, King & Banzai
Creative idea: Vitiron is a complex of vitamins, minerals and amino acids, which provide joy and energy for the whole day. Even your coat can start dancing, if Vitiron is in its the pocket! As we could not use Vitiron images and video with lady anymore, we used only the dancing red coat in the communication campaign. The idea was to make the red Vitiron coat move in all the media used: OOH, print, internet.

red dancing coat (Vitiron)

Silver
Dog Shit, Czech Republic, EURO RSCG a.s.
Subcategory: F-8 Best use of Guerilla Marketing (Legal Graffiti/Murals, Word of Mouth/Buzz), Product Placement, Street Teams
Advertiser: EuroRSCG a.s.
Creative director: Dejan Stajnberger
Art director: Arnaud Ducharne, Matija Vujovic
Copywriter: Dragan Vekic
Creative idea: Two big parks in the Prague 7 district are popular recreational areas amongst residents. Unfortunately, they are also popular with callous dog walkers.

Silver
Zelta_Zivtina_The_Littles, Latvia, DDB Latvia / Cube Media
Subcategory: F-10 Best use of Alternative Media (Blog, In-Game Advertising, Mobile Marketing, Screensavers, SMS (Short Message Service), Video Projections)
Advertiser: DDB Latvia+Cube Media
Creative director: Elviss Zants
Art director: Beate Berzina
Copywriter: Laura Ziemele
Production company: Cube Media
Creative idea: Zelta Zivtiņa is the pre-paid communications brand of TELE2 and is widely recognised in Latvia for its witty youngster sitcom as an advertising platform.Zelta Zivtiņa has been promoted for several series in countless TV episodes,radio,prints and outdoors.And now - in a mobile phone game "The Littles"!The game was a clear leader among the mobile games available to Latvian Tele2 operator users - it was downloaded more than 21,000 times in 3 months!

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