Titanium e Integrated Lions | mais vencedores

escrito por Werner Iucksch em 24/06/2007 | 1 comentário
categorias: Ad

Como prometido, aqui estão os outros vencedores das categorias queridinhas dos planejadores ao redor do mundo:
(não deixe de ler a descrição das ações no fim do post)

TITANIUM

- Nike + (Nike)
Entender que o relacionamento entre corredores ao redor do mundo e a possibilidade de competir contra si tinham que ser parte fundamental do que as pessoas compravam, eis o insight que deu esse leão para a R/GA.


- Tap Project (Unicef)
A idéia foi transformar água de torneira em uma marca e vendê-la por 1 dólar nos restaurantes, para arrecadar dinheiro para a UNICEF e falar que aprox 20% da população não tem acesso à água limpa para beber.

Continua…

- Earth Project (WWF)
A idéia era mobilizar a cidade de Sydney para fazer algo contra o aquecimento global. O projeto conseguiu que a cidade desligasse suas luzes por uma hora a fim de chamar a atenção para o assunto.

INTEGRATED

- World Press Photo 2006 (World Press Photo)
A exposição das principais fotos de jornalismo de 2006 foram quase todas derivadas de políticas adotadas por governantes, então por que não convidar eles para dar uma olhada no que deu? (Claro que eles não falaram que não podiam ir, mas assim ficou ainda melhor)

- Barrio Bonito (Nike)
Um dos que mais gostamos: a BBDO argentina teve a idéia de aproveitar a alma do bairro da Boca, em Buenos Aires, para cristalizar o “Joga Bonito”, fazendo uma tremenda reforma por lá.

- Tate Tracks (Tate Modern)
Convidar bandas a fazer músicas inspiradas em obras de arte para fazer um link claro entre música e artes plásticas e assim atrair mais jovens para o museu. Genial.

-DESCRITIVOS———————————————–

TITANIUMs

Title: TAP PROJECT
Advertiser/Client: UNICEF
Product/Service: TAP WATER
Entrant Company, City: DROGA5, New York
Country: USA

Description:
Nearly 20% of the world’s population lacks access to clean drinking water — and every day more than 5,000 children die as a result. UNICEF challenged us to raise awareness of World Water Day and the global need for clean drinking water, while increasing donations to their water programmes. Our vision was to turn a free, ubiquitous product into a global brand. On World Water Day, we would brand tap water in every restaurant and bar around the world, sell it for a dollar, and direct 100% of the proceeds to UNICEF.

Launch And Execution:
We chose New York as our launch city and created a simple logo that could be placed anywhere; any glass, bottle or menu. New York Tap water was our product, and the city’s top restaurants, our point-of-sale channel. Targeted pro-bono media included publications featuring personal essays from world-renowned writers, prominent homepage placements on web portals and parallel installations on Time Square’s two most prominent digital signs. But the city’s collective conscience became our most effective media vehicle. Top restaurant owners, celebrities, politicians and everyday New Yorkers came out in force to pay to drink their city’s Tap water.

Results:
For one day in all major New York City restaurants, the least expensive menu item was the most fulfilling: because one dollar can provide a child clean drinking water for 40 days. In just one day, New Yorkers generated years’ worth of clean drinking water to the world’s children in most need. UNICEF declared The Tap Project as its most successful single initiative in the organization’s 56-year history, and has committed to implementing the Tap Project in more than 100 cities globally by World Water Day, 2009.

———-
Title: EARTH HOUR
Advertiser/Client: WWF
Product/Service: CAMPAIGN AGAINST GLOBAL WARMING
Entrant Company, City: LEO BURNETT, Sydney
Country: AUSTRALIA

Description:
It is rare that you get the opportunity to be involved in something as big as trying to save the world, but this is one of those. Everyone knows about global warming but most believe it is an insurmountable problem too big for them to solve. A solution was needed that would convince every individual that collectively, with small changes, they could make a big difference. We created a symbolic event that could become a movement. On March 31st, Sydney would make a powerful statement by turning off its lights for one hour – Earth Hour.

Launch And Execution:
Four key phases: 1. Launch of the ‘60′ brand identity/logo via media/PR event to generate awareness of this unknown property. 2. Creation of intrigue around forthcoming Earth Hour event via ‘teaser’ TV 15″, press, poster, and on-line activities. 3. Community call-to-action delivered via 30″ TV, outdoor, 30″ Radio, Press, PR, SMS, Retail/POS, celebrity endorsement, corporate endorsement, government endorsement, on-the-street marketing, promotions and online activity. 4. The Event.

Results:
It worked. From 0% – 97% awareness amongst Sydney-siders. 2.2 million switched off their lights. The city cut energy consumption by 10.2% (expected 5%) the equivalent of taking 48,000 cars off the road for one hour. From $0 spend – $USD16.8 million media value. Global PR coverage – Earth Hour captured the world’s attention and the story was covered in over 40 countries. In fact, other countries have already expressed interest in hosting their own Earth Hour in 2008.

———

Title: NIKE+
Advertiser/Client: NIKE
Product/Service: DIGITAL TRAINING EQUIPMENT
Entrant Company, City: R/GA, New York
Country: USA

Description:
With Nike+, a unique concept was born: a Nike running shoe that communicates with an Apple iPod nano. This system includes a sensor that allows Nike+ enabled footwear to transfer data to the iPod nano wirelessly. By syncing the iPod with their computer, runners are then able to compare their progress with their last run and the goals they’ve set for themselves. They can also interact with a global community of runners and compete against them. This platform of community through performance and competition is perhaps the greatest reflection of the Nike brand.

Launch And Execution:
When consumers buy the Nike+ system, they are purchasing more than just a shoe that talks to an iPod, they get access to a digital platform that continues to engage them long after the transaction has occurred. The website, the TV and online advertising, and the mobile, blog, and Web video channels are more than just modes of outbound messaging about the product, they are part of the product itself. They provide the content, services, and global community that make running in Nike+ enabled footwear a meaningful experience, and redefine how a brand can reach its audience through innovative technology.

Results:
Beyond the technical and creative innovations in the Nike+ project, our proudest achievement is that Nike+ has reinvented the sport of running. Running was formerly an isolated fitness activity for dedicated health-conscious athletes, performed alone or at best in small groups, and relegated to memory the instant a run is completed. Through Nike+, running is now a fun, social, digitally-enhanced sport. Collectively, the Nike+ community has run over 13 million miles together, and Nike has attributed much of its 8.1% Q2 profit growth to the success of the Nike+ platform.

INTEGRATED——

Title: WORLD PRESS PHOTO EXHIBITION
Advertiser/Client: THE NEW ZEALAND NETHERLANDS FOUNDATION
Product/Service: WORLD PRESS PHOTO EXHIBITION 2006
Entrant Company, City: CLEMENGER BBDO, Wellington
Country: NEW ZEALAND

Description:
Yearly attendance to the World Press Photo Exhibition had declined due to sombre content and the public’s perception that they had ’seen it all before’. We figured that our world leaders needed to see the exhibition more than anyone. After all, their policies had directly influenced the exhibition’s photo content: war, despair and political unrest. So we invited 74 of them. Thirteen world leaders wrote back to decline and we displayed their letters in metrolites around the city. Beneath their letters was our campaign line: “See the exhibition they should be seeing.” The metrolites became an exhibition in themselves.

Launch And Execution:
First we put up metrolites saying that we had invited world leaders to the exhibition, and why. When we received the letters declining our invitations, we displayed them in the metrolites. Then we recorded follow-up phonecalls to George Bush and other world leaders. Again our invitations were declined. We used the recordings as virals and radio ads.

Results:
The campaign was reported on national television and in national press. The word of mouth aspect of the promotion is immeasurable but despite the worst winter in 30 years, attendance was 30% better than any other year – 21,479 visitors in total.

———-

Title: BARRIO BONITO
Advertiser/Client: NIKE
Product/Service: NIKE
Entrant Company, City: BBDO ARGENTINA, Buenos Aires
Country: ARGENTINA

Description:
The objective was to bring a local action in Argentina in line with Nike’s global campaign “Jogo Bonito” and to communicate its values: Honour, Joy, Heart, Skill and Team Spirit. We created the first football neighbourhood: “Barrio Bonito”. La Boca, a neighbourhood in Buenos Aires filled with magic due to its distinctive architecture, people and cultural values, and one that’s historically most attached to football, became the ideal location. In Barrio Bonito the spirit of the game, practised on a daily basis by its inhabitants, and the arts come together, joining hands with a brand that’s strongly associated with Jogo Bonito around the world.

Launch And Execution:
The creation of a football neighbourhood was revolutionary for the city and on a national scale, Argentina being one of the three most passionate countries about football (Ipsos, 2006). Each action in the neighbourhood was created to enhance each of the values being communicated and their connection to the Argentine people. The fact that each action was developed by local artists is relevant and granted the entire project a unique atmosphere filled with local colour.

Results:
Barrio Bonito was opened in the presence of the mayor of the city in an event that gathered the media, sports celebrities, artists and the community together as a whole. Barrio Bonito received USD 1.5 million in terms of investment from the media coverage. Today, Barrio Bonito is listed as a “must visit” attraction in different tour guides of the city of Buenos Aires. This wasn’t a one-off action, it’s one that remains as a legacy to the neighbourhood of La Boca, fixing the image of the brand in the spirit of its inhabitants and visitors forever.

———

Title: TATE TRACKS
Advertiser/Client: TATE MODERN
Product/Service: MUSEUM
Entrant Company: FALLON LONDON
Country: UNITED KINGDOM

Description:
Tate Modern’s mission is to make art accessible to more people. For young, urban kids (16-24) who were aware of Tate Modern it was seen as just another ‘museum’ or an art gallery and certainly not a place that was for them. By getting under the skin of this group we developed two insights – 1. they view music as art 2. they willingly seek out music/band marketing and PR By borrowing from the music world and delivering our message in non-traditional music marketing channels we knew we could make Tate Modern relevant to this youth audience.

Launch And Execution:
We invited several music artists to walk around the Tate Modern to find a piece of work that would inspire them to write a music track. Chemical Brothers, Graham Coxon from Blur, Klaxons, Union of Knives, Roll Deep and many others came along. Each one of them chose an art piece that they felt inspired by. After recording the track in the studio, we released the song exclusively inside Tate Modern. We placed listening posts in front of the artworks, so people could listen to the tracks in the same place where they were originated.

Results:
The Gallery received 31,000 visitors the weekend that Tate Tracks was launched in October. From November- December the Gallery found through research that approx 10,000 people a month had listened to one of the tracks on the listening posts in the Gallery. Of these people, two thirds had visited Tate modern specifically to listen to the tracks themselves. The tracks were also available online and many more people listened in this way as well. The campaign received an estimated £1.3M in PR stories across a wealth of media channels, both in London and outside of the Capital.

 

One Response to “Titanium e Integrated Lions | mais vencedores”

  1. Romullo Pontes Says:
    Junho 25th, 2007 at 8:37 am

    Esse case para a UNICEF é novidade pra mim, mas as outras eu já conhecia. De todas elas, eu apostava mais em “Barrio Bonito” que para mim foi uma tacada de mestre por juntar paixão futebolística, com revitalização da localidade, orgulho para os moradores e mídia expontânea!

    Muito bom seu blog! O estálo foi ótimo, com o perdão do trocadilho.

    Abraço!

     

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