May 16, 2017

Clicking for gold

The awards season is kicking off again and one of my favourite award festivals has announced the winners for 2017. Let’s look at some of the gold recipients from The One Show…

I’m sure that I have featured this as it won big last year at Cannes. It was probably not eligible for last year’s One Show which is why it’s still picking up gold in 2017. It’s great to see Virtual Reality done differently. No headsets in sight. Just a bunch of excited school children having a collective experience thanks to the power of digital. Created by McCann New York + Framestore for Lockheed Martin, this also won Best of Interactive. It’s always great to hear the stories behind brilliant campaigns so check out this article from 2016 in Adweek.

Education seems to be the trend for award judges, judging by this next gold from Hello Monday for National Geographic. Incredible footage allows anyone to experience life as a bear in Yellowstone park. You can see the case video here. Below is a description of the project from the agency…

“Working with National Geographic’s team of editors, journalists, producers, and researchers, we’ve gathered this incredible footage into an engaging online narrative focused on the distinct paths that each bear roamed. Utilizing the geo-coordinate data captured with every 20-seconds of footage, we’re able to pinpoint the bears to the exact geography of Yellowstone. Combined with expert analysis from researchers Kerry Gunther and Nate Bowers, delivered as intermittent audio captions, we gain a deeper understanding of the bears’ activity as uncovered by the POV footage and their unique characteristics. And, of course, Hello Monday couldn’t resist adding the extra hand-touch with watercolor illustrations and pencil-drawn portraits depicting the beautiful, mysterious life of each bear.”

All the other gold winners went to gaming projects. The first is for TBWA\Chiat Day and their Gatorade Match Point game with Serena Williams. Released just in time for last year’s US Open, this  Snapchat game honoured the amazing legacy of Serena Williams. Titled Serena Match Point, the 8-bit game was available on ESPN’s Snapchat Discover channel, and featured 22 levels — one for each of the record-tying 22 Grand Slams that Williams has won. The game let users play as Williams against a range of different opponents, and featured simple controls. You just needed to tap one of three on-screen tennis balls to serve, and tap left or right to return the opponent’s shots. If you missed three shots in a row, you go back to the beginning of Williams’ career.

You can try playing the game by clicking this link.

Next is a project that uses gaming for a good cause. Sea Hero Quest by Saatchi & Saatchi for client Deutsche Telekom.

The game has been played by over 3 million people and has become largest dementia study in history. Sea Hero Quest, a collaboration between Alzheimer’s Research UK, Deutsche Telekom, game designers Glitchers and scientists, has generated the equivalent of 9,400 years of lab-based research since its launch in May 2016.

Experts hope to use the data to create the world’s first global benchmark for spatial navigation, one of the first abilities affected by dementia, and to develop the game into an early diagnostic test for the disease.

Finally, in these dark times we live in it’s fun to imaging the end of the world as we know it. This project for Ubisoft by BETC Digital Paris does just that.

The full story behind the campaign can be read here. But if you are too lazy to read it all, in summary “this choose-your-own-adventure style online experience, darkly dubbed an “end of society simulator,” plays on our secret desire to learn the answer to the question, “Will I survive the crisis that extinguishes 99 percent of humanity? ‘Collapse’ plunges you directly into the action. It kicks off with a creepy message: “You have been infected with an unknown breed of smallpox. You are patient zero. Because of you, a worldwide pandemic is about to start. Based on real data, discover how long it takes for our world to collapse.”

Fun for all the family.

December 8, 2016

Only the brave

In the advertising business, either traditional, digital or somewhere in between, every so often you come up with an idea that you know will be amazing. So you do everything in your power to convince your client that it will be brilliant. You tell them passionately why it answers their brief, why the audience would totally love it, why it would get everyone talking about your product and that it can actually be made. Yet something happens, the client shows a flicker of fear or confusion, they might whisper to each other and you know that something isn’t going quite like you imagined it would. In your mind you pictured the client moved to tears of joy, leaping out of their seat to embrace you as suddenly you’re transport to a stage where you’re receiving that Grand Prix. But instead you’re faced with quizzical faces and a damp squid descends eerily over the meeting. Today that all came rushing back when I saw this project for Lexus featuring a car covered in LED. It’s a year since I presented the very same idea to a client. OK, it’s only advertising. But when you live and breathe this every day it’s heartbreaking to see that another client was brave enough to say yes – let’s do it.

How do you help clients be more brave, to take leaps and try things that have never been done before? Some agencies have a knack for it but then clients for there expecting it from Droga5 or R/GA. For many mere mortal agencies it’s a real challenge. Many clients have limited budgets and want to make sure that your project will get results. When you’re presenting an idea that is innovative there are no prior examples to use as backup. So you have to anticipate the arguments that will come up in the client’s mind. If you’re doing something new with technology try creating a prototype or demo to show something is feasible (this is how we sold another project to the same client which was a huge success). Your client’s priority is not being brave but selling cars, toothpaste, computers or whatever. Put yourself in their shoes and show how bravery can also lead to amazing results. Don’t just expect the client to feel the same way you do.

The fact is, you’ll probably lose more battles than you win. As a creative person you are the one that needs the most bravery. Not to come up with groundbreaking ideas but to see them burn down in front of you – only to come back later and haunt you. So I will leave you with this, another painful episode involving an idea we tried to sell to the same client and failing – then seeing it done a year later.

Grrrrrrrrr

May 23, 2016

Sharpen your pencils

pencils

Imagine if the Oscars and the Golden Globes had almost the same trophy, a bald nude muscled man standing on a plinth holding a sword. Like Jason Stratham in a homo-erotic King Arthur movie. Wouldn’t it be confusing? Well in the past week both the One Show and D&AD handed out pencil trophies to the advertising and design industry. Which pencil is more coveted than the other? Is one sharper than the other in terms of reputation? Let’s have a duel to the death as I take a look at what these two award  festivals recognised as some of the best work.

 

Round 1 – It’s a virtual world

Virtual reality is the buzzword of the moment. Until recently everyone talked about “transmedia storytelling” until the word trans came to mean something quite different. So what did the these rival pencil select from all the innovative VR submissions this year?

Y&R New Zealand picked up a Wood Pencil from D&AD in the Branding/Brand Experience & Environments category. But it’s not VR as we know it. With a real twist, customers thought they were in a driving simulator, only to find out they were experiencing the real deal.

In the One Show corner we have a different approach with this Gold Pencil winner in the mobile category. VR doesn’t have always mean wearing an anti-social headset. McCann Paris developed a mobile app for L’Oreal which let’s anyone apply makeup virtually. D&AD just gave this one a Graphite pencil 🙁

Round 1 winner – Hard to compare such different uses of virtual reality from two very different categories but I would go for One Show’s choice with the Make Up genius. A more useful and smart way to use VR that drives buzz and sales.

 

Round 2 – Advertising isn’t dead

Yes, there is so much talk about how traditional advertising is dying because everyone is too busy watching cat videos on their mobile phones. But even if the TVC doesn’t have the same power it once had when the whole family would sit around the goggle box for hours each evening, there is still nothing quite as brilliant as a highly-creative, well-crafted piece of film. Both One Show and D&AD celebrate this art and each has given pencils to what they think is the very best of the bunch.

adam&eveDDB continue to produce outstanding work for Harvey Nichols and this film using CCTV footage of real shoplifters continues that tradition. D&AD gave out a coveted Yellow pencil for this. One Show gave it gold but it seems just that bit harder to get the Yellow pencil.

As for One Show, my pick of the gold winners has to be this spot for Old Spice. They continue putting a splash of humour on everything and “Rocket Car” from Wieden+Kennedy is a worthy successor of the previous (legendary) Old Spice films.

Round 2 winner – I have to hand it to D&AD for choosing a worthy winner.

 

Round 3 – Let’s make a change

It’s still the hottest trend in award shows, brands trying to do good by showing the world how they should live, think, feel, act etc. Maybe I’m being a little cynical but we do live in a hyper politically correct world these days. Brands have to walk the talk or be slammed for not doing the right thing. So what stood out in these two rival award shows?

One Show gave a Best in Show Award to a brand that said no to consumerism. You might have seen videos of shoppers on America’s Black Friday fighting in the aisles for discounted biscuits. Outdoor retailer REI decided to live by its beliefs and close their stores on that day and encourage people to go outside instead. D&AD only gave a Wood pencil for this project – that’s harsh.

But there was one project that ruled both pencils…

It’s Y&R New Zealand that strike again with a winner that was recognised by both sides of the pencil war. It’s only fair to make peace and declare round two a draw as both the One Show and D&AD gave out lots of pencils for the McWhopper Peace Day project. Even if McDonald’s didn’t accept to pool their resources (and ingredients), the public took it upon themselves to unilaterally unite the Big Mac and the Whopper.

Round 3 (and overall) winner – In the spirit of peace we’ll bring the pencil war to a close, bringing these rival award shows together and declaring the final winner One&AD.

March 14, 2016

SXSW – OMG or WTF?

ARC

If like me, you’re one of the people wishing you were at SXSW in Austin Texas (and not just for the BBQ), let’s take a look at what is happening this week that is truly innovative or utterly nonsense. There is a fine line between “what if?” and “so what?” that we all have to tread when we’re in the cutting edge game. Without exploration there are no breakthroughs but along the way there are so many ideas that leave you wondering “what were they thinking?” For those of us working in the commercial reality of marketing communication, we desperately want to propose the latest innovations and help brands do things first before anyone else – but often can’t justify it. Clients want to know what the ROI is. Not easy to provide when something has never been done before. It takes a brave client to go where no other brand has gone before without guarantees.

Let’s put aside the practical world for the moment. What interesting things have been happening at SXSW that could become future trends? For me, one of the surprising stars of the show has been Deloitte Digital with ARC (Audience Reactive Composition) that enhances the experience of festival goers through an “exploration of the future at the intersection of light, music and technology”. To me it looks like the interior of the Tardis from Doctor Who which is always a great place to start.

At first glance it could come across as something only Bjork might love but few others would appreciate, but take a step back and there is an interesting exploration around moving away from interacting through screens alone and giving people a more physical, tactile way to experience technology. In an interview with its creators Dave and Gabe, they talk about how “we are very visual as humans, but our muscle memory and tactile intelligence is incredibly powerful. The future of digital technology and interaction should speak to those physical properties”. Definitely an area which could develop into new ways for brands to interact with consumers. Find out more here: http://sxsw.deloitte.com/

japanhouse

One participant at SXSW that intrigues me (and definitely worthy of an OMG) is Japan House. I’ve always had a thing for Japanese innovation and Japan House continues to push the boundaries in strange ways that only the Japanese have a knack for. Just their description alone says it all as they “invite you to re-explore with us the eternal mystery of human nature. What constitutes human nature? What form will the extension of humanity take?” Go along for a taste of tomorrow’s world with robots, AI, new forms of mobility and 3D printed human organs. Find out more http://jpnhouse.com/

Still in the land of the rising sun, Sony is showcasing a lot of new tech with their Future Lab Program. While the name may not be very creative, what they have put together shows how much Sony is still a true innovator. One of the projects is simply known as “N” and is essentially (to quote 9to5google.com) a “neckband-like device that provides a cloud of audio that you can hear without the need for headphones. With no headphones attached to your ears, you can wear the device while running, biking, or driving without needing to worry about safety issues. The device also has motion sensing and GPS location tracking capabilities”. Get the full story here > http://9to5google.com/2016/03/13/sxsw-sonys-future-lab-shows-off-its-n-audio-based-wearable-other-projects/

One brand that is working hard to be seen as more innovative is Gatorade. Ahead of SXSW they launched a challenge called Bolt Breakers where tech companies such as Google and Twitter were invited to imaging how technology could help young, competitive athletes. The results can be seen at SXSW. The full story behind the initiative can be read here on Adweek. Not wanting to be left behind by other sports brands like Nike and Under Armour, Gatorade is really looking to transform itself to be known as a forward-thinking company dedicated to using innovation to help fuel performance.

The SXSW Interactive Innovation Awards is another chance to see what the future might look like. It really covers a broad spectrum of topics that you won’t see at other festivals. From Health, Med & Biotech to 3-DIY (best use of 3D printing tech), New Economy to Audio, Responsive Design to Visual Media and Wearable tech to name just a few. My favorite award is called SCIFI NO LONGER which recognizes achievements that before 2015 were only possible in science fiction. Check out the shortlist now and the winners after March 15 http://www.sxsw.com/interactive/awards/innovation-awards

3057747-slide-s-1-budweiser-goes-to-sxsw

I will end with what I think is a perfect example of a WTF moment at SXW. Budweiser is using the event to launch “Tackle Impossible: a Force for Safer Roads”, a U.S. initiative to “ignite the entrepreneurial spirit of young adults to tackle global road safety and help find innovative solutions to the problem of drinking and driving”. Good one, that’s like Burger King promoting veganism. Wassssuuuuuppppp!??

January 4, 2016

Resolutions for the post-digital agency

fireworks

It’s the New Year and we all like to make resolutions. Some of us want to lose weight, exercise a little more and change some of our bad habits. What kind of resolutions could advertising & marketing agencies make to be better, leaner or more energized in 2016? For those that are still trying to become “digital” it’s maybe the moment to realize that the boat has already sailed. We now live in a post-digital world where it’s the new mainstream. But don’t despair, even the established “digital” agencies are not sure where to go next. Many are finding that what they offer is now a commodity and can be done faster and cheaper elsewhere. Some have also become lazy, copying the latest craze, getting consumers to do all the legwork (tell us your story!!), ####hashtagging their way to content overload or just being downright boring. As we look forward to 2016 it might do us all some good to capture the spirit of the pioneering work done during the first few years of the millennium before we all became so digitally savvy. Back then there wasn’t a bunch of successful cases as blueprints to follow. Everything we did was being done for the first time.

So my first resolution is to listen, take time to hear what the experts outside the traditional agency world are saying about what is coming next and how we can use this as a springboard for innovation. The fact is, consultancies could end up eating agency’s lunches for breakfast if they don’t invest in intelligence.

Forrester, in their 2016 Age of the Consumer predictions, puts forward many trends that any agency should be taking a closer look at. I picked out three that I think hold big potential for brands in the coming few year:

1 – Personalization.

As industry leaders we have to “understand and anticipate individual needs to deliver personalized experiences”. We have to be better at leveraging customer intelligence to gain real insights that can help brands gain mindshare and share of wallet.

 2 – Customer Experience.

Forrester predicts the need for “multi-discipline CX strategies to change internal operations”. While some companies are just “executing CX tactics”, the ones that will succeed leverage a “combination of people, process, and technologies” to “anticipate, and deliver on those experiences every day”. We need to think “above and below the visibility line”.

3 – Digital Leadership.

Today “digital” isn’t a discipline but the energy force that connects and runs through everything. Agencies need to understand how to work with their clients and help them to “embed digital into all parts of the business, harmonize virtual and human (e.g., in-store) experiences, and be able to rapidly shift to meet the hyper-adoption/hyper-abandonment behavior of customers”.

Download the full report here >

My second resolution for agencies is to be more observant. Be aware of what is happening in the industry and be ready to seize opportunities or react to threats. Social@Ogilvy issue an excellent report each year that observes and comments on current or future trends. This year is great reading as usual and also features predictions from 2015 that came true.

One of the topics that stood out for me was ad blocking. Just when mobile finally came of age as a powerful marketing tool we’ve seen ad blocking technology being unofficially endorsed by Apple. Agencies are going to have to work harder in order to earn the attention of the public. The Ogilvy report mentions how microtargeting is going to be necessary to reach people with content that they actually want to see. As agencies, we need to make it relevant and wanted. Otherwise our audience will be suffering from content indigestion.

brandedcontent

Of course content will continue to rule and video will see a major evolution. There is so much of it out there now you really have to be innovative to stand out The 360 degree video example for Star Wars on Facebook points the way to make really compelling content.

 

2016 will be the year everyone wants to try Virtual Reality. The Ogilvy report has several pages looking at this. With everyone launching VR viewers and various platforms offering immersive video there will be an avalanche of experiences to choose from – some much better than others. Of course, with all of these things you want to be part of something so new and exciting but there will be many hiccups along the way. Don’t expect VR to be the answer to everything. Anyone remember Second Life?

Check out the full report here >

My final resolution for agencies is to never stop learning. It’s a scary fact but clients are now more knowledgeable about the latest innovations than their agencies. They take the time to run workshops, they visit the headquarters of social media platforms and many clients have their own in-house innovation labs. How many agencies have the freedom or budgets to do that? Don’t rely on a “Head of Digital” to educate everyone in the agency. Make it part of every team member’s job description to stay up to date with developments. Give out subscriptions to websites like Contagious so every few days they can see what new things are happening out there. Start by sharing their 2015 summary of the Most Contagious work >

So those are my three resolutions for any agency (or agency person) wanting to stay relevant or even still exist in 2017. This coming year marks 20 years since I started working in what we once called “New Media” yet I’m determined not to stay in my comfort zone or repeat the past. Digital might be mature now but many agencies have stopped pushing the boundaries. If we all keep listening, observing and learning then we’ve got a good chance of inventing the next 20 years.

I will leave you with some opinions of what was the most innovative work from the past year. Let’s see if we can all do even better in 2016.

 

December 9, 2015

London Calling

The DMA Awards in London recently announced the 2015 winners. What I particularly like about these kind of awards is the fact that you can’t scam your way to a trophy. You need real results which means your campaign can’t have just appeared in an ad agency’s office building lobby or nearby cafe. The DMA’s celebrate real insights and intelligence combined with creativity and effectiveness. So let’s look at some winners…

 

Leo Burnett London – NSPCC Share Aware

Anyone with kids knows how scary it is with them sharing who knows what on social media. You can talk about it but most kids think their parents are not cool so whatever. This series of videos for the NSPCC brings to life the dangers of sharing in an entertaining way but still with a hard hitting message.

To quote the DMA website, “With a total of 65 million social impressions from a relatively small budget, the initial Facebook video post reached more than two million people on launch weekend – half organically, without paid media support. In six weeks, #shareaware achieved a Twitter reach of 54.8 million, helped by huge celebrity support, while the films were still watched on average every second and in 62 countries”.

The project won a gold for best film or video.

 

OgilvyOne UK – Battersea Cats & Dogs Home Looking For You

Another gold winner was a really innovative way to get people to care about adopting a dog. In real life, if a cute stray dog followed you it would tug at the heartstrings and make you want to take it home (as I’ve seen with my wife many times). OgilvyOne took this and harnessed RFID leaflets with digital outdoor and brought this to life. A virtual dog would follow people who took a leaflet and surprised them as they wandered around a mall.

According the the DMA website there were, “nearly 2,500 unique visits to the campaign microsite, more than 320,000 video views and 99% positive social sentiment. This amplification helped drive new visitors to the main Battersea site, with 79% of site traffic during the two weeks of our campaign period never having visited previously. The #lookingforyou Twitter feed was kept constantly updated with new dogs looking for homes and played its part in generating more than 200 new enquiries about rehoming specific dogs”.

 

Wunderman – CHECT The Next Photo

More gold, and another project that is all about doing something meaningful. Either I’m feeling emotional and choosing lots of projects with real purpose or the judges were moved to choose winners that do good. This won for best use of technology but wasn’t any huge, brain-straining leap in innovation. It simply used a phone camera flash and reflective paint to show how easy it is to detect a specific form of eye cancer in kids. Really nicely done.

 

Not every winner comes with a case video but still worth taking the time to read the write ups. Check out all the winners here >

 

 

September 14, 2015

Spike of creativity

Spikes Asia just announced the winners of it’s 2015 awards. It’s part of the group that also runs Cannes Lions and usually we see the Cannes winners dominate Spikes. This year there seems to be a bit more local flavour. Let’s take a look…

The Mobile Grand Prix went to a project from South Korea. Samsung’s “Look at me” campaign by Cheil was designed to show how mobile devices could be used for good, not just sharing food selfies. The project helped autistic children connect with people around them. It also won the PR Grand Prix and several golds.

Australia and New Zealand always perform well at Spikes being two of the strongest APAC countries when it comes to creativity. This Grand Prix for the Promo & Activation category was produced for BMW by DDB Auckland. It’s a simple April Fool’s stunt that made a lot of noise…

A project for India produced by Grey Singapore picked up the Innovation Grand Prix. The Life Saving Dot turned the traditional bindi, that almost every woman in India wears on her forehead, into a life-saving tool for delivering iodine to women in rural areas. A brilliantly simple yet clever idea.

Japan has traditionally been a strong performer at international awards and this year we saw Hakuhodo Kettle Tokyo win an Innovation Gold for another project that aims to help people in need. Working with the University of Tsukuba’s Special Need School they used technology to allow handicapped children to play the piano by just using their eyes…

Check out all the Spikes winners here >

June 28, 2015

Cannes – it’s a wrap

Another year at Cannes has come and gone in the blink of an eye. Even for those of us not there it hasn’t been a particularly memorable festival. No stand out project that people will talk about for years to come. Lots of me-too work that makes women, teens, LGBT or whoever feel proud of themselves thanks to brands that truly understand them. With so many brands saving the world the future is looking bright. OK, maybe I’m being a bit cynical. But there is something of a bandwagon rolling around adland right now. So I am going to choose some of the work I think isn’t copycat.

Last year Intermarche in France showed how they were able to get French people buying ugly fruit and vegetables. This year they have come up with a way to brand fresh orange juice with the times that the juice was squeezed. It won gold in DIRECT and probably took a lot of efforts to get the production line up and running.

So many agencies are looking for that earth shattering idea and incredible execution to bring home a Cannes Grand Prix. Grey New York did it with hardly any effort at all. The Volvo Interception campaign took home the Direct Grand Prix with a simple tweet.

But sometimes it’s the beauty that makes it a winner as in this Cyber Gold winner for Photoshop’s 25th anniversary. The Dream On campaign made use of 1000s of Photoshop files submitted by real users.

Who would have thought that the humble GIF would be back and bigger than ever in 2015? EA Sports harnessed people’s obsessions with American football and GIFs to get people talking about their console games. This won a Mobile Gold and Cyber Silver Lion.

OK, so I need to include one project that tries to save the world. The Clever Buoy project for Optus (sorry Americans, doesn’t sound quite right when you say it) uses technology to protect people from those pesky sharks that want to spoil your fun and eat your limbs. After all, the sea is there for humans not sea life! Now you can check your mobile before jumping into the sea and feel safe knowing that M&C Saatchi won a Titanium and Mobile Lion.

Finally, if there is one thing that has helped advance civilization in recent years it is the emoji. It has elevated communication to whole new levels. Now we’ve reached the summit of language with this Titanium and Integrated Grand Prix project from CP+B that lets you order pizza with emoji. Not just any emoji of course. The pizza one. Another case of minimum effort for maximum Cannes glory.

I’m exhausted now so go and check out all the winners here – while I order a pizza.

May 25, 2015

Sharper ideas

Hot on the heels of the One Show winners we now have D&AD pencil winners to admire. I’ve selected some of my favourites, ones that I haven’t shared here before…

Yellow pencil winners

Geico – Unskippable
The Martin Agency

Most pre-roll ads just beg to be skipped. But this one was designed to get the message across in a flash then make you want to watch the whole thing. They even created an extended version of one of the ads which I’m showing below. Can’t resist a naughty dog.

 

Issey Miyake – message
Tymote

Can’t find the full case video but this is a taste of a project developed in Japan with beautiful animated typography using Issey Miyake products so people could send customised messages.

 

White Pencil winners

Burger King – Proud Whopper
David the Agency Brazil

I love campaigns that piss people off. Especially ignorant bigots. It’s a super simple idea but really well executed. White Pencil winners are all about work for important causes. LGBT being the most fashionable one right now. Until Bruce Jenner makes us all sick of hearing about it.

 

Rainbow Laces
Lucky Generals

Another campaign supporting gay rights. It won’t change the mind of most morons but at least loads of brands get to show how politically correct they are…

 

Graphite Pencil

Luxottica – Penny the Pirate
Saatchi & Saatchi Sydney

Really smart idea to get young kids to have their eyes tested and to prey on the minds of paranoid parents.

 

Foxtel – Zombie Followers
Clemenger BBDO Sydney

I love anything to do with zombies so I had to choose this as my last selection. How to make maximum buzz with minimum bucks.

 

 

There were 5 Black Pencil winners. None I wanted to share here but check them out for yourself.

To me, D&AD is the ultimate award. Cannes has become ruled by scam. So congratulations to all this year’s pencil winners.

May 12, 2015

One and only

The award season is in full swing and it’s interesting to see what is winning festivals like ONE SHOW to get a glimpse of who will be grabbing the lions in just over a month. I’ve chosen a few of my favorite GOLD PENCIL winners which I think will definitely be picking up prizes at Cannes.

Interactive Gold Pencil

Under Armour – I will what I want
Droga 5

Let’s face it, Gisele Bundchen doesn’t need the money. So when you see her doing a campaign like this you know that it’s because she believes in it. I love the way she kicks ass while all the internet trolls try to bring her down. Really empowering stuff.

Interactive Gold Pencil

Honda – The Other Side
Wieden and Kennedy

Some projects are famous even before they hit the judges screens at award festivals. I remember this one doing the rounds and being amazed how seamless and brilliant it was. One button interaction! You can’t get more user-friendly than that. www.hondatheotherside.com

Direct Gold + Best of Discipline

Sol de Janiero – Tattoo Skin Cancer Check
Ogilvy Brasil

This is a really smart idea. Young sun lovers are never going to get a skin check so how can we bring it to them? OK, so how about all the people who don’t get tattoos? I guess they are not cool so don’t deserve to be saved 🙂

Mobile Gold Pencil

TeatreNeu – Pay per laugh
The Cyranos//McCann

I love the case video as much as I like the campaign itself. Maybe even more. But it’s interesting to see how broad the mobile category is now. This is a really smart idea especially for a country where the economy is bad and people want value for money.

UX/UI Gold Pencil

SNCF – The most serious game ever
TBWA Paris

Nice to see the UX/UI discipline being recognized because it can mean success or failure for any project. The challenge for the agency would have been to really get inside of the mind of this super-smart target audience. Not an easy task to do for most people working in advertising. Sorry.

Check out all the winners here and see which ones you think everyone will be talking about this year.