CANNES. I PRIMI LEONI ITALIANI

Leone d'oro Promo & Activations
2 Leoni d'oro Direct
2 Leoni d'oro PR
Coordown, Integration day - Saatchi saatchi


Leone d'argento, Leone di Bronzo  Promo & Activations
Leone d'oro, Leone di bronzo  Direct
Leone di bronzo   PR
Montblanc. The beauty of a second - Leo Burnett


Leone d'argento Direct
Heineken. Reach the sunrise - Publicis


Shortlist
Who said a bathroom should be just a loo, Ikea
Angry birds, T-Mobile
The casting, Sieropositivo.it
Save the life, Avis
The pet bottle, Sanpellegrino

CANNES PREDICTIONS, 25ESIMA EDIZIONE

Da 25 anni Leo Burnett raccoglie in un reel le sue Cannes Predictions, spesso azzeccate. Qui ho inserito i casi - di tutte le categorie - che non sono nell'elenco del Gunn report. Via

01. Nike – Jordan “The Explosive Game” Wieden + Kennedy, New York, USA
02. Carlsberg “Bikers” Duval Guilaume, Brussels, Belgium
03. Sony — Playstation 3 “Michael” Deutsch, Los Angeles, USA
04. Canal+ “The Bear” BETC Euro RSCG, Paris, France
05. DirecTV “Cable Effects” Grey, New York, USA
06. Coca-Cola “Polar Bowl” Wieden + Kennedy, Portland, USA
07. Barnardo’s “Life Story” BBH, London, UK
08. P&G “Best Job — Olympics” Wieden + Kennedy, Portland, USA
09. Greenpeace “Oil On Canvas” Publicis Mojo, Auckland, New Zealand
10. Austria Solar “Solar Annual Report” Serviceplan, Munich, Germany
11. Mercedes-Benz “Invisible Car” Jung von Matt, Hamburg, Germany
12. Google “Google Wallet” RGA, New York, USA
13. LG — OLED TV “The Thief” Y&R, Amsterdam, Netherlands
14. Nike “Addiction” / ”Before & After” F/Nazca Saatchi & Saatchi, Brazil
15. Nike “My Time Is Now” Wieden + Kennedy, London, UK
16. Carling Black Label “Be the Coach” Ogilvy, Cape Town, South Africa
17. K-Swiss “MFCEO” 72andSunny, Los Angeles, USA
18. 7-Eleven — Slurpee “BYO Cup Day” Leo Burnett, Melbourne, Australia
19. Ubisoft – Just Dance 3 “Autodance” CP+B, Gothenburg, Sweden
20. BGH “Dads With Briefs” Del Campo Nazca Saatchi & Saatchi, Buenos Aries, Argentina
21. Doritos “Dip Desperado” AMV BBDO, London, UK
22. ESPN “Shake On It” Wieden + Kennedy, New York, USA
23. Google & OK Go “All Is Not Lost” Hakuhodo, Tokyo, Japan
24. The Village Voice “New York Types” Leo Burnett, New York, USA
25. Target “Little Marina” Mother, New York, USA
26. Organ Donor Foundation “Leila” Lowe Bull, Cape Town, South Africa
27. Intel “Museum of Me” Projector, Tokyo, Japan
28. Little Monster “Take This Lollipop” Tool of N. America, Los Angeles, USA
29. The Guardian “Three Little Pigs” BBH, London, UK
30. Australian Census “Spotlight” Leo Burnett, Sydney, Australia
31. Canal “The Man Who Lived In a Film” Try Reklamebyra, Oslo, Norway
32. Audi “The Swan” BBH, London, UK
33. Google Chrome “Dear Sophie” BBH & Google Creative Lab, NYC, USA
34. UNA — ONLUS “Hate” JWT, Milan, Italy
35. United Colors of Benetton “UnHate” 72andSunny, Los Angeles, USA
36. Troy Library “Book Burning Party” Leo Burnett, Detroit, USA
37. Harvey Nichols “Walk of Shame” DDB, London, UK
38. American Express “Small Business Gets an Official Day” CP+B & Digitas, Boulder & NYC, USA
39. John Lewis “The Long Wait” Adam & Eve, London, UK
40. Chipotle “Back to the Start” Creative Artists Agency/Chipotle, USA

CANNES IN ANTICIPO, 4

Mancano pochi giorni all'inizio di Canneslions, che quest'anno ha anche cambiato nome. Non si chiama più International Advertising Festival ma International Festival of Creativity. E' scomparsa l'advertising?
Mah. Nel frattempo vediamo quali sono i candidati ai leoni secondo le ormai classiche Predictions di Leo Burnett.

1. Heineken “The Entrance” – Wieden + Kennedy, Amsterdam, Netherlands
2. Target “Kaleidoscopic Fashion Spectacular” – Mother, New York, USA
3. T-Mobile “Welcome Back” – Saatchi & Saatchi, London, UK
4. Ikea “Cats” – Mother, London, UK
5. Carlton Draught “Slo Mo” – Clemenger BBDO, Melbourne, Australia
6. Diesel “A Brief History” – Santo, London, UK
7. World Wildlife Foundation “Save as WWF” – Jung von Matt, Hamburg, Germany
8. Nike – Football “Write the Future” – Wieden + Kennedy, Amsterdam, Netherlands
9. Gatorade “Replay – Season 2+3” – TBWA\Chiat\Day, Los Angeles, USA
10. Volkswagen – Passat “The Force” – Deutsch, Los Angeles, USA
11. Sony PlayStation – DC Universe “Mr. Lee” – Leo Burnett, Madrid, Spain
12. FedEx “Exchange Student” – BBDO, New York, USA
13. Shangri-La Hotels “It’s In Our Nature” – Ogilvy & Mather, Hong Kong, China
14. Tipp-Ex “A Hunter Shoots a Bear” – Buzzman, Paris, France
15. Google Creative Lab / Arcade Fire “The Wilderness Downtown” – Chris Milk & @radical.media, USA
16. Coca-Cola – Burn Energy Drink “Ride” – Publicis Mojo, Sydney, Australia
17. Nike – Basketball “The Film Room” – R\GA, New York, USA
18. Leo Burnett India “The Gandhi Font” – Leo Burnett, Mumbai, India
19. Berghs School “Don’t Tell Ashton” – Berghs School, Stockholm, Sweden
20. Innovative Thunder “Pay With a Tweet” – R\GA, New York, USA
21. Old Spice “Response Campaign” – Wieden + Kennedy, Portland, USA
22. Puma “After Hours Athlete” – Droga5, New York, USA
23. Diageo – Bundaberg Rum “Favourable Lie” – Leo Burnett, Sydney, Australia
24. New Zealand Lotto “Lucky Dog” – DDB, Auckland, New Zealand
25. Domestic Violence Hotline “Mercy Street” – Y&R, New York, USA
26. Carinho de Verdade “The World’s Biggest Hug” – Monumenta, Brasilia, Brazil
27. Overturn Prop 8 “Devin & Glenn” – Saatchi & Saatchi, New York, USA
28. Logitech Revue With Google TV “Ivan Cobenk” – Goodby Silverstein & Partners, San Francisco, USA
29. Allstate “Teen Driver” / “GPS” / “Douglas Fir” – Leo Burnett, Chicago, USA
30. Bolthouse Farms “Baby Carrots” – Crispin Porter + Bogusky, Boulder, USA
31. BGH Air Conditioners “Big Noses” – Del Campo Nazca Saatchi & Saatchi, Buenos Aires, Argentina
32. 4th Amendment Wear “Metallic Ink Undertones” – 4th Amendment Wear, Boulder, USA
33. Nike “Republica Popular do Corinthians” – F/Nazca Saatchi & Saatchi, Sao Paulo, Brazil
34. IBM “Watson” – Ogilvy & Mather, New York, USA
35. Google – Chrome Browser “Chrome Speed Tests” – BBH & Google Creative Labs, New York, USA
36. Volkswagen – Fun Theory “Speed Camera Lottery” – DDB, Stockholm, Sweden
37. Drive Dry “They’d Love To Meet You” – Fox P2, Capetown, South Africa
38. Johnny Cash – American IV “The Johnny Cash Project” – Chris Milk & @radical.media, USA
39. Chrysler – Chrysler 200 “Born In Fire” – Wieden + Kennedy, Portland, USA
40. Bing / Jay-Z “Decode Jay-Z With Bing” – Droga5, New York, USA

CANNES IN ANTICIPO

Quest'anno CannesLions parte il 3 di giugno, un paio di settimane prima del solito. Vediamo se riusciamo nei prossimi giorni a beccare qualche possibile candidato ai premi. Non difficile per i commercial, un po' di più per cyber e titanium. Alcune cose le abbiamo già messe nel blog. Le riprendiamo.

Le responses di Old Spice. L'anno scorso il commercial ha stravinto, quest'anno le responses potrebbero vincere il cyber.



A hunter shoots a bear. Il più interessante 'video conversazionale' dopo Subservient Chicken.


Nike write the future. Non solo questo spot, ma tutta la campagna.


Mini stockholm getaway. Tra le idee geolocalizzate, una delle più coinvolgenti.


Ntt docomo xylofone. Una piccola meraviglia.

COKE ZERO. IT'S POSSIBLE

Sono un fan della Coca Zero, e per questo mi infilo spesso in polemiche. Tipicamente, i bevitori di Coca classica dicono che fa schifo, mentre io sostengo che il sapore è praticamente uguale. Specie con ghiaccio e limone. Ho anche fatto fare un assaggio 'blind' a mia nipote Benedetta, 10 anni, e qualche coetaneo, quindi molto affidabili sulle bibite, e il risultato è che non hanno saputo distinguere.  

Real Coke Taste, Zero Sugar: it's possible è appunto il claim di questo espositore della Leo Burnett di Manila. Mi piace perchè non puoi non fermarti a guardarlo. Perchè il messaggio è chiaro e diretto. Perchè non sembra un fake, come la maggioranza delle cose che si trovano in adsoftheworld, ibelieveinad eccetera. Ricominciare a fare delle cose che sorprendono, piacciono e funzionano e non ci vogliono dieci minuti a capirle non sarebbe male. 

Advertising Agency: Leo Burnett Manila, Makati City, Philippines
Creative Directors: Raoul Panes, Alvin Tecson
Art Directors: Mon Pineda, Farlet Vale, Steph Mangalindan
Copywriters: Therese Endriga, Cey Enriquez

BUNDABERG. APOLOGY APOLOGY

Una deliziosa presa in giro degli animalisti in una mini-saga del rum australiano Bundaberg. Nel primo spot, i padri fondatori della distilleria Bundaberg intervengono per aiutare un golfista a eliminare un coccodrillo, nella seconda chiedono scusa per il povero coccodrillo, e nella terza chiedono scusa per le loro scuse insincere. Nel terzo film, occhio alle valigie.

Un misto di paradosso, humor inglese e gag ricorsive alla Monty Phyton: 'We apologise again for the fault in the subtitles. Those responsible for sacking the people who have just been sacked have been sacked'.

Bundaberg nel canale di Youtube si racconta così: Back in 1888, a band of sugar millers faced an overwhelming oversupply of molasses and came up with an ingenious solution: Bundaberg Rum. But what would happen if they applied their thinking to today's problems?

Agenzia: Leo Burnett Sydney

Crocodile


Apology



Apology apology

MY CANNES PREDICTION

Mancano 3 giorni a canneslions. Quindi, quali saranno i vincitori dei premi più significativi? Proviamo a buttare là qualche ipotesi, mentre aspettiamo la classica release di Leo Burnett. Nike Write the Future è uno dei miei favoriti. Sarei sicuro sul Nokia World's Biggest Signpost. Ma anche Nike Livestrong Chalkbot. E The Fun Theory. Poi, pescando qua e là:

ESPN Monday Night Football Interactive Storefront.
Gatorade "Replay".
Johnnie Walker's "The Walk".
Ikea Facebook Showroom.
We Choose the Moon.
Dulux Walls.
The Man Your Man Could Smell Like, Old Spice.
Pepsi Refresh Project.
HBO Imagination.
Andes Teletransporter. Uniqlo Lucky Switch.

Domani ci penso ancora e vediamo.

MESSAGE IN A BOTTLE.

Che bella idea.



Advertising Agency: Leo Burnett Iberia
ECD: Chacho Puebla, Rafa Antón
Creative Advisor: Tura
Creative Directors: Fernando Martín, Francisco Cassis
Copywriters: Pablo Cachón, Ana patricia Ortega
Art Directors: Ricardo Sáez, Seve Ruiz
Producers: Natacha Martín, Alvaro Aparicio, Antonio Ojeda.
Músico: Joan Jiménez

SAMSUNG 3D TV.

Non c'è scampo con la tecnologia. Hai appena archiviato il vecchio plasma per quello HD che escono il Sony con la connessione internet e il Samsung Led 3d. Per non parlare del Philips Carousel 21:9, che ha debuttato oggi su Youtube e Facebook con i nuovi due film Parallel Lines. E l'I-Pad? Non si può inseguire ogni innovazione. Bisogna resistere.
Almeno finchè non si dimezzano i prezzi.

Advertising Agency: Leo Burnett, USA
EVP/ Executive CD: Bob Price
Executive CD: Mark Gettner
CD: Mike Doyle
SVP/ EP: Vincent Geraghty
SVP/Account Director: Trent Buterbaugh
Account Director: Melanie McCord Behling
Prod Company: Rabbit
Director: TWiN
DP: Mauro Fiore
EPs: Douglas Howell, Joby Barnhart
Head of Production: Jeff Sommar
Producer: Shelby Ross
Production Supervisor: Jay Spangler
Asst. Production Supervisor: Lana Greenaway
Editorial: Union Editorial
Editor: Jim Haygood
EP: Michael Raimondi
Post/Effects: Digital Domain

THE BIG WON 2009

E' uscito ieri il report Big Won 2009, che riassume in alcune classifiche il meglio della creatività mondiale attraverso i maggiori premi. Varie cose interessanti da riprendere.

'What is emerging is a new kind of advertising, which is characterised by “ideas people want to be part of.” ‘Best Job in The World’ is exactly that, an idea that encourages participation. So too does Leo Burnett Toronto’s brilliant ‘Share our Billboard’ work for James Ready. Crispin Porter’s ‘Whopper Sacrifice’ is a great example of a wildfire idea that spreads fast across social media.
BBDO New York’s ‘The Cube’ for HBO, Shackleton’s ‘Barrilete Cosmico’ for Caja Madrid, DDB Berlin’s ‘Navigation Letter’, Ogilvy Frankfurt’s disturbing installations for ANAD and AIM Proximity’s ‘iPhone Jonny’ and ‘Yellow Treehouse’ are all inspirational new ways of engaging consumers in new places.

The Big Won 2009 - The top campaigns by total creativity

1. Best Job in the World Tourism Queensland SapientNitro 200
2. Wallace & Gromet Harvey Nicholls DDB London 134
3= Share our Billboard James Ready Leo Burnett Toronto 108
3= The Store that Sells Hope Red Cross Portugal Leo Burnett Lisbon 108
5. Dance T-Mobile Saatchi London 101
6. Trillion Dollar campaign The Zimbabwean TBWA Hunt Lascaris Jo’burg
98
7. The Yellow Treehouse Yellow Pages AIM Proximity Auckland 97
8. Magic salad plate Four n’ Twenty Pies Clemenger BBDO Melbourne
96
9. TED 696 Project Lion Nathan BMF Sydney 94
10. Two Worlds campaign Jeep Proximity BBDO Malaysia
92

Looking at the Top Campaigns for the year, ‘Best Job in the World’ leads the field by a distance. This is because it is one of those ideas that defies categories. It has won major awards in Direct Marketing, Digital, Integrated and Alternative and Innovative media categories.

It is the same with most Top 20 campaigns. To score highly, they have to work across different media.

Leo Burnett Lisbon’s ‘Store that sells Hope’ for the Portuguese Red Cross at No.3 won awards for Press, Direct, Design, Integrated and Alternative and Innovative.
Saatchi London’s ‘Dance’ idea for T-Mobile at No.5 won Media awards as well as prizes for Direct, TV, Digital, Alternative and Innovative and Integrated.

The Trillion Dollar campaign for The Zimbabwean from TBWA Hunt Lascaris Johannesburg similarly won awards in Poster advertising, Direct, Design and Integrated categories.

Even the ‘Share our billboard’ campaign for James Ready from Leo Burnett Toronto won a few awards outside Poster categories – in Media.

The highest-ranking piece of film is Droga5’s ‘The Great Schlep’ for the Obama campaign at No.11 but that won in Direct, Digital, Alternative and Innovative and Integrated categories as well as TV and Film.

Even Crispin Porter Bogusky’s ‘Whopper Sacrifice’, a pure online idea, won in Media and Alternative & Innovative categories as well as Digital.

What seems to be common to many of the top-ranking campaigns is that they have some sort of consumer experience woven into their fabric.

The Store that Sells Hope was exactly that, a shop in Lisbon.
‘The House of Imagination’ from Heimat Berlin was also a store, but more of a memorable event for the 100,000 people who visited it than anything.
‘The Yellow Treehouse’ idea from AIM Proximity Auckland got people watching a young woman set about building a restaurant in a tree – and then got them to dine there.
‘Dance’ was a startling example of street theatre which has inspired many Youtube imitations.

That said, there are some high-scoring ‘traditional’ campaigns in the Top 20, chiefly DDB London’s ‘Wallace and Gromet’ campaign for Harvey Nicholls Bristol and BBDO Proximity Malaysia’s ‘Two Worlds’ work for Jeep.

These are ideas that double-up their points tallies by winning in both Press and Poster categories.

One of the ongoing problems with scam for awards shows is that many agencies see it as a no-brainer to enter every press ad in Poster categories as well.

However, obvious scam does seem to be less evident in 2009 than in previous years. Perhaps juries have been tougher, especially in Asia Pacific where the number of award winners in print has dropped from 2008 levels.

The issues for the year(s) ahead seem to be:

* No-one owns digital any longer. The best online work has consistently come from traditional agencies. And while AKQA London has the top digital campaign of the year (Fiat’s eco;Drive), for digital specialists, the writing is on the wall. Stay as digital specialists and you will soon become little more than production houses.

* Direct is becoming vital in building brand momentum as well as sales success. Witness almost everything the Obama team did in 2008/9 and almost everything Madrid agency Shackleton is doing.

* Creative departments are the tails that wag their dogs. Most agency managers see how amorphous advertising is becoming but are in thrall to large numbers of people they employ with specific craft skills. Outsourcing and crowdsourcing are on the increase.

* Media agencies will continue to compete with creative agencies not just for the right to devise strategy but to execute the ideas well.

SUBARU. CROWDRIDING

Per Camilla, sta facendo una tesi sul crowdsourcing.



Agency: Leo Burnett, Sydney
Executive Creative Director: Andy DiLallo
Executive Creative Director: Jay Benjamin
General Manager: Peter Fitzhardinge
Senior Creative: Gary Dawson
Executive Producer: Adrian Shapiro
Business Director: Tamara Klemich
Production Company: Revolver, Sydney
Director: Steve Rogers
Executive Producer: Michael Ritchie
Producer: Georgina Wilson
DP: Greig Fraser
Editor: Alexandre de Franceschi @ Guillotine
Production Designer: Steven Jones-Evans
Post-Production: Leoni Willis for Animal Logic
Sound: Simon Kane for Song Zu
Music: Soundtree, UK

CANNES 2009 PREDICTIONS

Quest'anno non ho un favorito. Quindi sto cercando in giro per capire cosa possa succedere. Una classica fonte di informazione è la Leo Burnett cannes prediction reel, che non è sempre facile da trovare, ma che invece si può vedere sul sito della LB di Lisbona. Ecco l'elenco. Cosa dire. Ci sono film, virals, mobs, facebook apps, sculture ottiche, di tutto di più. Quasi tutti li avevo segnalati nel blog. Ma non è più così facile fare una previsione. Se devo dire, quelli che più mi piacciono, mescolando un po' di tutto, sono Carousel, Whopper Sacrifice, Dance, This is not a jersey, There Can Only Be One, Sprint Plug Into Now, Burger King Whopper Virgins, Canal Plus, Whodunnit, Nintendo Wii Wario Land, Diesel Dirty 30, Ephemeral Museum, Conversations form inside, Eco drive, Kinetic Sculpture. E vediamo.

1)"Go On Lad", para Hovis de MCBD Londres (UK)
2)"Fate", para Nike de Wieden + Kennedy Portland (USA)
3)"Naturists", para Comfort Detergent de Ogilvy & Mather Londres (UK)
4)"Foam City", para Sony de Fallon Londres (UK)
5)"The Best Job In The World", para Tourism Queensland de CumminsNitro (AUSTRALIA)
6)"Chorus", para FLAT-TV Loewe Individual Compose de Scholz & Friends (ALEMANIA)
7)"Oasis - Dig Out Your Soul", para Warner Brothers Records de BBH NY (USA)
8)"Dance", para T-Mobile de Saatchi & Saatchi Londres (UK)
9)"Fight", para Volkswagen Golf de DDB Londres (UK)
10)"Break The Cycle", para Barnardo's de BBH Londres (UK)

11)"Everybody Against Everybody", para Amnesty Internacional de Leo Burnett Lisboa (PORTUGAL)

12)"Whopper Sacrifice", para Burger King de Crispin Porter + Bogusky Boulder (USA)
13)"Kiss Cam", para Mentos de BBH Londres (UK)
14)"Secrets and Lies", para Levi Strauss de BBH Londres (UK)
15)"Get It On", para Durex de Fitzgerald + CO Atlanta (USA)
16)"Break Up Service", para Adidas Safety Collection de TBWA\Londres (UK)
17)"Hotel 626", para Doritos de Goodby, Silverstein & Partners SF (USA)
18)"Thread - This Is Not A Jersey", para Adidas All Blacks de TBWA\Tequila Auckland (NUEVA ZELANDA)
19)"There Can Only Be One", para NBA de Goodby, Silverstein & Partners SF (USA)
20)"Love At First Flight", para Virgin Atlantic 25 YEARS de RKCR / Y&R Londres (UK)
21)"Doghouse", para JCPenney de Saatchi & Saatchi NY (USA)
22)"Now Widget", para Sprint de Goodby, Silverstein & Partners SF (USA)
23)"Melody of Life", para Thai Life Insurance de Ogilvy & Mather Bangkok (TAILANDIA)
24)"House of Cards", para Shelter de Leo Burnett Londres (UK)
25)"Whopper Virgins", para Burger King de Crispin Porter + Bogusky Miami (USA)
26)"Dog Fish", para Volkswagen de Almap BBDO (BRASIL)
27)"The Great Schlep", para Jewish Council for Education & Research de Droga5 NY (USA)
28)"Empanada", para Pepto Bismol - P&G de Lapiz / Leo Burnett Chicago (USA)
29)"Versailles / Mafia", para CANAL+ de BETC Euro RSCG París (FRANCIA)
30)"Whodunnit?", para Transport for London de WCRS Londres (UK)
31)"Wario Land Shake It!", para Nintendo de Goodby, Silverstein & Partners SF (USA)
32)"Bruce Lee Ping Pong", para Nokia N96 de JWT Beijing (CHINA)
33)"Diesel SFW XXX", para Diesel de The Viral Factory Londres (UK)
34)"Man Made Machines", para Himani de Publicis Ambience Mumbai (INDIA)
35)"Carousel", para Philips de Tribal DDB Amsterdam (HOLANDA)
36)"Unbox The Box", para Audi Q5 de BBH Londres (UK)

37)"Ephemeral Museum", para Pampero Rum - DIAGEO de Leo Burnett Lisboa (PORTUGAL)

38)"So Cute", para Axe Shower Gel de Ponce Buenos Aires (ARGENTINA)
39)"Here I Am: Conversations From The Inside", para Nike Women de W+K Amsterdam (HOLANDA)
40)"Beauty Bowling", para Esthe Wam - Hair Removal de Ogilvy & Mather Tokyo (JAPON)
41)"Share Our Billboard Campaign", para James Ready de Leo Burnett Toronto (CANADA)
42)"Scooter", para Telus - Canadian Film Centre de Doug Agency Toronto (CANADA)
43)"eco:Drive", para Fiat de AKQA Londres (UK)
44)"Tailor", para Skittles de TBWA\Chiat\Day NY (USA)
45)"Woman Whisperer", para Carlton Mid de Clemenger BBDO Melbourne (AUSTRALIA)
46)"Kinetic Sculpture", para BMW de ART+COM Berlín (ALEMANIA)
47)"Absolut Machines", para Absolut Vodka de TBWA\París (FRANCIA)
48)"Pure Waters", para James Boag's Draught de Publicis Mojo Sydney (AUSTRALIA)

49)"The Hope Store", para Red Cross Portugal de Leo Burnett Lisboa (PORTUGAL)

50)"Obama For America", para Presidential Candidate Barack Obama de Obama For America (USA)