2. This Week...
Empty pages, Repellent radio, Live explosions, New Zealand by train and the non interactive,
interactive comedy
Empty Pages
El Bocón
Repellent Radio
Go Outside
Live Explosions
Pilsen
New Zealand by train
Kiwirail
The non interactive, interactive comedy
Comedy Central
3. Empty Pages
El Bocón
A gold winner (Publicidad Causa) at the Cannes Lions in
the „best use of print‟ category, was the El Bocón Sports
Journal. Following on from a violent football tragedy in
Peru, El Bocón decided to deliver a message of peace,
by simply printing nothing at all.
They printed their newspaper with no football news in it
whatsoever, communicating a message that if violence
continues, football won‟t. The newspaper itself was the
main channel for the message, however, it was widely
covered across other mediums.
4. Repellent Radio
Go Outside
The Radio Lions Grand Prix winner (Talent Sao Paulo)
went to Brazilian magazine Go Outside, a local magazine
that encourages outdoor sports and activity, developed a
novel way to counter one of the big inconveniences of
the great outdoors, mosquitoes.
A Sao Paulo radio station was programmed to emit a
high-frequency signal between the hours of 6 p.m. and
8 p.m., the peak hours for mosquito bites.
The signal was so high it couldn't be heard by people,
and didn't interfere with normal programming, but it
does deter mosquitoes.
5. Live Explosions
Pilsen
A silver winner (Euro RSCG) in the „best use of screens
category‟, Pilsen brought the passion and celebrations of
a soccer championship to life through live TV.
Soccer World cup 2010 was a milestone in the
Uruguayan soccer history. It revived the love, the
passion, the pride and the respect for the Uruguayan
soccer team. Pilsen beer have been part of this,
supporting the team over the last ten years. They
wanted to create a campaign that talked about Pilsen
values and increase brand preference.
They developed a high impact TV commercial and then
used the creative concept to connect with the brand on
live TV, with the main sports journalists in the country.
6. New Zealand by train
KiwiRail
As flying between New Zealand‟s major cities is quick
and cheap, many forsake the beautiful views available
from New Zealands trains in favour of flying. This
campaign by OMD Wellington for New Zealand‟s
Railways aimed to show people what they were missing
when they flew.
To show people what they‟d see from the train, the
entire 681km journey was recreated as one long
continuous photograph.
To make this long photograph, still shots were taken out
the train window every few seconds for the whole 12 hr
journey. Then we combined all 31,509 images into the
longest snapshot ever. In magazines, the train journey
ran across every single page. Consecutive street posters
took up a whole city block near the airport. We took the
train journey inside the terminal, running it right around
the airport luggage carousels. And when people got on
the plane, there it was along the overhead lockers.
7. The non interactive, interactive comedy
Comedy Central
A bronze winner (Grey Worldwide) in the „best use of
outdoor category‟, Comedy Central successfully managed
to entertain passer bys and draw attention for their new
show “Happy endings” through a non interactive,
interactive bus stop, creating stories where people meet
randomly.
When people appeared at the bus stop a Comedy
Central scriptwriter started to write relationship jokes
about them and uploaded it instantly into a speech or
thought bubble above them. Online people also had the
opportunity to write their own jokes and send them in
real time via the Comedy Central Facebook page.
People were then informed of the real comedy coming to
their screens soon!
