Tag: Cannes Lion

Wanna play doctor?

Augmented reality is here to stay; sadly most of the things we’ve seen so far are gimmicks. But there are some amazing examples of how to use it:

Thanks for everything

I’ve reached a milestone, 100 posts. It took longer than anticipated (8.5 months). But I stuck to it and I’m very proud of myself. The more I write the more I look forward to it. Since this is #100 I’m doing a special post. It’ll be about a brand rather than an agency. Because good advertising needs a fearless buyer.

More than half a century has passed since Bernbach and DDB revolutionized advertising. Volkswagen has helped pave the way ever since. They started doing the prints in the late fifties and it’s probably the most iconic advertising ever made.

But the team over at DDB also created some great TVCs for the Beetle.

Looking into the rear view mirror of Volkswagen advertising is a marvelous sight. And so is the road ahead.

New agency Deutsch won the German car brand both internet fame and 2 Golden Lions in Cannes. With last years über success The Force.

It was first show on Superbowl 2011 and has 54 million views to date. They tried to to follow it this year with the Imperial Bark.

Which I’ve already blogged about here.

This year they didn’t come back empty handed from Cannes either. Just a few days ago I wrote about amazing ads from DDB Sydney.

Check out the whole series and see what I thought here.

But the greatest VW ad from 2012 is definitely this one. From Tribal DDB Berlin. A Gold winner in Cannes cyber category. Do you like it as much as I do?

It has everything a great viral ad should have. And it’s not funny, it’s a serious ad about a serious issue. It tells the worn out story on focusing while driving. It aims at a target group that’s used to nagging and puts them out of balance. DDB Tribal created an inspiring and frightening master piece.

I’d like to thank Volkswagen and all theory agencies. You’ve inspired generations of young advertisers, me included. I’d love to get a shot at making a Volkswagen ad in the future. Though I don’t know if I could handle the pressure and high expectations from the whole world.

And thanks to everyone who reads the blog. I promise the next 100 posts will come faster than these.

It’s time for Droga5 to show you why I love them.

Mel the Milkbite

I’m starting out with a campaign that I love. It’s cute and funny. But it’s also a smart way of marketing the product.

This spot was bashed for racism. I understand why people found it racist, but I can’t really agree. You can read a lot into this commercial if you’d like to. How deep racism still runs in the world – some still won’t date people with another ethnicity.

But does that make the ad racist? Definitely not. It takes the issue of being a mix, or not knowing who you really are, and puts it in another perspective. That’s not racist, there’s nothing here that says that X is better than Y. It just says that she’s only into X, until she actually meets the X+Y combination.

You might say that it simplifies a big issue and mocks it. I say: what’s wrong with bringing these issues out into the light? Especially when a big corporation pays for it. I’m sure this ad actually started conversations about Internet dating and prejudice. A commercial did that. That’s a very good thing!

Decode Jay-Z

This is probably Droga5’s most famous campaign. It won too many awards to name them all but the list includes: a golden Cannes Lion in Direct, one Grand Prix in Outdoor and another in Integrated, a One Show Gold in Outdoor.

The campaign wasn’t the first to use this technology. But it’s the biggest integrated campaign ever. It’s spread out over the world, not in a single city or even a country, the world.

But what makes this campaign so freaking cool is the media buys: pool table mats, fast food soda cups, luxury jacket linings etc. This was an expensive campaign no doubt, but it’s also cool to see a global brand like Microsoft spend their money on it. No doubt was this a gamble, but they really went all in. Thank you for that. Now all we want are global brands doing the same thing.

The above campaigns were both from the New York office, so lets take a look down under. The following two campaigns were made by Droga5’s Sydney office.

Facebook intervention

Many Facebook campaigns are just about likes. Some campaigns have taken it further, like take this lollipop. But that can get a bit scary. So how do you use the same technology but for something fun? And how do you make people connect to each other with it instead of themselves.


Case study here (couldn’t be embeded).

This is what you do when your friends become total Facebook posers. You give them an intervention. I think it’ll be hard to see how many beers this campaign actually sold. But in the long run this is the kind of ad that’ll make people like your brand. Few things are as powerful for marketing as people actually liking your brand.

The strongest and most loved brands don’t have to fight their battles and try to get likes. People will do it for them, and if your product isn’t good or different enough this is one of the ways to earn that love. Fun, integrated campaigns that fit your target group perfectly. A beer brand spoofed young men on the Internet = perfect match.

Raise a glass

This is another campaign for the beer brand VB. But if you’re not a total cynical you’ll have to press the tears back rather than laugh.

I am a bit of a cynical and I don’t like brands to free ride on people’s deaths. But I don’t think this does. The campaign is focused on remembering lost soldiers. Honoring them with a raised glass, and gathered money for the ones left behind. It’s a lovable campaign and the greatest part is that it’ll be permanent.

Raise a glass shows that brands can do great things. They’re not all evil corporations. Even if VB makes money on this I don’t think that’s their main reason. If it were, it wouldn’t have worked as great as it did.

How BBDO Clemenger stunned me.

After a few weeks I’ve realized that there are a few agencies I need to write about. They’re spread out all over the world; but for now, let’s jump back down under.

I’m also coming back to the BBDO network. But landing slightly to the west, in Australia and the Clemenger branch. Who are also the owners of Colenso.

The top three ads all come from the Melbourne office. I’ll start out with the print campaign that won a golden lion this year in Cannes.


This might be the best print ads ever to play on the independent-man-cliché. It starts with a simple idea and a great copy line. The execution is amazing; the casting, is perfect and the styling is even better. But still I wonder when we’ll see beer ads aimed at women on a large scale. It’s long since women started drinking beer, why not make some moniez? And just imagine how ground breaking the advertising could be.


WHITE OUT

Let’s move on to this beautiful video.

When I first watched this I knew it was for Strongbow cider. But I couldn’t for the life of me figure out why it snowed. What was so cool with people swimming around in a pool when it was snowing? And what did it have to do with cider?

I got the answer the last five seconds and I felt so stupid. I had sat through the whole commercial secretly dissing it in my head, and BAM – stupidity.

I keep coming back to, how much I love when the pieces come together in my head the last five seconds. And this is what it did, but I had just sat there trying to figure it out beforehand. I guess I’m not as smart as I think, or that the picture was too grainy ;)





SUPPORT SCENT

This campaign is one of my favorites of all time. It gives me goose bumps!

It’s probably the one campaign (or ad) that I’m most pissed that I never thought of myself. The solution is so great, yet obvious. How can no one have thought of this before? Why in the world would you make charity ads for blind people that they can’t see? I can honestly say that this is pure brilliance in my eyes. Getting an idea this obvious and simple, I can just hope it’ll happen to me some day.

Of course, I’m not the only one loving this; it won a Titanium & Integrated Silver Lion – Cannes Lions 2010.





NO ONE SHOULD HAVE TO KNOW THIS

I’m finishing with this campaign; it’s from the Sydney office. Maybe campaign isn’t the right word. It’s a survival guide, but not for the zombie apocalypse or a snowstorm. It’s small tips to help you through domestic violence, make it more comfortable to live in the streets and how to not fall back into alcoholism.

I found the pics here, hope it’s OK that I borrowed them.


I like this because it hits me where it hurts. I know they have a rough time; I see the misery every day, read about it in papers and watch it on TV. But I don’t hear it first hand. And I don’t hear it from this angle. As always, doing things differently is what’ll get you noticed. Combining that with such raw emotion, that these ads express – and you’ll people right in the heart.

I recommend that you watch the TVC’s here.

Cannes Film #2 – Direct TV

I’ve blogged about the Direct TV ads before, and I like them, but I can’t see how they Won a Gold:

And then there’s this brilliant ad from Forsman & Bodenfors that only won a bronze.

Dr. Pepper and others have done the what could go wrong idea before Direct TV. Whereas the anti drinking ad from IQ superbly masks itself as a whisky ad and slowly expands into so much more. It captures the essence of fine-booze-ads and then makes us feel guilty about it, without taking it too far. I think these too should’ve switched place. There are probably more top ads that didn’t make it into the absolute top, time to dig around I guess.

Cannes Film

So a new week is upon us and I thought I’d share my feeling about some of the Cannes Film Winners.

I’ve covered some of them before: Dads in briefs here and the Canal+ Bear here.

So the first ad I’m going to talk about is the Wieden+Kennedy ad “Best Job” for Procter and Gamble.

As always the film-job, direction and script from W+K is marvelous. The sexism isn’t. Why isn’t there a single dad in there? Dads just work and moms stay at home. Couldn’t there be ONE full time working mom and one stay at home dad that has the best job in the world?

In this case I really have to say that if you’re not part of the solution you’re part of the problem. It doesn’t matter if the execution is marvelous you’re making the world a worse place by promoting stereotypes. You all know the Steve Jobs quote, read it every day and understand the meaning of it.

A Bear Worthy of a Lion

This is very old by Internet standards. But I fucking love this ad. It tells a nice story, starting out with what could be a scene out of any medieval or fantasy movie. Telling the story about the fanatic artist who wants to create, involved in every bit of the process.

Thank you BETC paris, for me this is a top Cannes Lion candidate. If you were my agency you’d have hard work in front of you, because anyone who’ve seen this will request that you do more of it.