One of the main things I remember from our meeting in Portoroz was that most of us felt that we are weak in craft.
So until we improve in this area,
like so many other agencies demonstrated at Golden Drum…
instead of lamenting our limitations,
I suggest that we embrace them.
Because great ideas are not craft-dependent…
… they’re idea-dependent.
If we have a strong idea,
all sorts of executional options are open to us.
We can use stock photos.
We can shoot rudimentary photos.
We can draw simple illustrations.
We can draw slightly less simple illustrations.
Or we can hire a professional illustrator to draw complicated illustrations.
We can make the medium the idea.
We can extend an idea beyond its medium.
We can even create a new medium.
We don’t need elaborate sets, fancy locations or extensive post-production.
We don’t need to cast more than one person.
We don’t need to worry whether our cultures will be understood.
We certainly don’t need to scam.
Because the majority of the work I am showing you here is real.
And we don’t have any valid excuses,
because award-worthy communication is being already produced for…
As a jury, we decided it was not our job to be policemen.
We agreed that work should have been properly screened before it was exposed to us.
But if an entry screamed “SCAM”, we threw it out.
As always, the best ideas stood out.
Most of them were either:
a fresh articulation of an existing insight (Max Factor: Look into my eyes)
offered a new, pertinent insight (BETA: Adopt a dog).
and/or struck an emotional chord (Pert: Stop the Suffering; Munich Treaty)
Unfortunately, some regurgitated ideas won.
Fortunately, some were exposed.
Poor execution did not prevent an idea from winning.
It simply prevented it from winning big.
Press is press.
Outdoor is outdoor.
Many agencies are still entering their press campaigns in the outdoor competition.
If work was not truly outdoor, we did not award it.
What wins at Cannes will win at other award shows, too.
So don’t focus on Golden Drum, focus on Cannes.
Focus on a less competitive category.
The radio category had only 51 entries.
If you’re searching for new creative talent, look no further than the Piran Poster contest.
You’ll get to see how young creatives perform on a real brief with a level playing field.
Certain networks are obviously much better organized and geared towards winning awards than others (LB in particular).
Also, agencies in countries outside of Europe, such as Lebanon, Turkey and Israel, are performing much better than the European ones.
It only takes ONE brilliant idea to stand out.
Focus on just ONE paying client
ONE pro bono client
LOWE & PARTNERS ROMANIA (Our best work)
Delikat “Guess Who’s Coming To Dinner”
J&J Baby “24 Hour Mom”
Every mother cares for her baby non stop, 24h a day, 7 days a week.
Johnson’s baby helps provide around-the-clock solutions for baby caring, for different moments of the day.
Reward Johnson’s Baby moms through a contest, reassuring them in their choice, and reminding them that our products are helping them throughout the entire day.
The objective is to have mothers create positive word of mouth concerning their experience with the brand.
Johnson’s Baby supports moms around the clock
Are you a 24h mom? Tell us your story and win!
We create the 24hmom.ro website, where moms can upload pictures and tell all about their favorite moment of the day when they interact with their baby and Johnson’s baby products (products must be in the picture).
The 3 stories that receive the most votes will receive appealing prizes such as aqua gym subscriptions or 1-year supply of products.
The 3 stories will be used as testimonials. We will PR their image as “hero moms” that “survived” throughout each day with the help of Johnson’s baby products.
In store materials
In store: Shelf talker
In store - Neck hanger
In store - Neck hanger
Bath time stories
Nappy change time stories
Bed time stories
Rexona for Women “Puts You in the Spotlight”
We create buzz with our “Black puts you in the spotlight” key visual. In major cities throughout the country, with actual spotlights, we will project our key visual and slogan up into the sky, onto the sides of major buildings, and onto walls. Indoors, we will project it onto floors and ceilings.
The same spotlights will project our KV indoors and outdoors, but now branded with the Rexona logo and a CTA website: www.rochianeagra.ro
A major “Catwalk” flashmob will take place somewhere in central Bucharest. We will alert the media beforehand and upload the event onto youtube, for maximum exposure and viral impact
Beautiful women dressed in black dresses will step out of limousines, and a black “catwalk” will be instantly laid down for them to strut their stuff
Afterwards they will hand out fliers to women with instructions to buy Rexona Crystal then log onto our website to have the chance to win 1 of 5 iconic dresses and other great black fashion accessories
Smaller “Catwalk” flash mobs will also appear in high traffic locations in different cities over the coming days
At POS, we will have black carpet floor stickers leading to the Rexona shelf. There will be spotlights on the floor, shelf strips and shelf talkers.
Partnerships with clothes shops - each black garment will carry a hanger label
Several copies of the dresses will be made so that we can put them on display in different places at the same time. These display locations can include major malls, city/town squares, even central metro stations.
Bayer (Rennie) “Gas Notice”
Unilever (Axe) “Ruler”
1) Say one thing
2) First be clear then be clever
3) Substance precedes style
BENT VISUAL WITH
BENT HEADLINE WITH
1) Before (focuses on the problem)
2) After (focuses on the solution)
3) Before / After (focuses on the problem and solution)
Before (focuses on the problem)
After (focuses on the solution)
Before / After (focuses on the problem and solution)
FLIP SOMETHING (Do the opposite; change things 180 ° )
Mustang Matchbox Ogilvy Frankfurt Germany
Fleetwood Matchbox Ogilvy Frankfurt Germany
Eldorado Matchbox Ogilvy Frankfurt Germany
Soccer Gatorade ALMAPBBDO Sao Paulo Brazil
Boxing Gatorade ALMAPBBDO Sao Paulo Brazil
Basketball Gatorade ALMAPBBDO Sao Paulo Brazil
Steak Heinz Leo Burnett Brussels Belgium
Fries Heinz Leo Burnett Brussels Belgium
Fish Heinz Leo Burnett Brussels Belgium
Kitten Ford JWT Mexico
Tricycle Ford JWT Mexico
Tortoise Ford JWT Mexico
Touran Volkswagen DDB Germany
Golf Volkswagen DDB Germany
Golf Variant Volkswagen DDB Germany
Tiles Leica Camera Advico Young & Rubicam Switzerland
Stakes Leica Camera Advico Young & Rubicam Switzerland
Ivy Leica Camera Advico Young & Rubicam Switzerland
Iron Fence Leica Camera Advico Young & Rubicam Switzerland
Bricks Leica Camera Advico Young & Rubicam Switzerland