2012戛纳国际创意节18例全场大奖集合

每年的戛纳国际创意节总是广告业界的盛事一桩,大小奖项有如珍珠落玉盘般嘈嘈切切,有人欢喜有人忧。各大公司参赛玩的精彩,咱们作为看客看的开心,相信各位都已知晓各项大奖花落谁家,却未必深究每个案例,我们整理了戛纳创意节所有类别的全场大奖(grand prix)和你一起分享,在这些让人忍不住拍案叫绝的案例里,我们看到了科技进步,看到了人文关怀,更看到了如夜空中最亮的星星一般的创新精神,这些今日的荣耀,就是明日更“伟大”的基石。

来源: canneslions
编译: Viking Wong/London H@DamnDigital
(转载请注明来自: DamnDigital

钛狮与整合行销广告奖 / Titanium and intefrated lions

NIKE+ FUELBAND

两年前,耐克希望做出一个能跟踪记录你任何行动的设备,用通用度量计算每个人每天运动消耗的能量,时间等等。应运而生的Nike+ FuelBand持续记录你生活中的运动点滴,详尽的信息让你每天更活跃。

这个腕带似的配件更像是许多耐克开发的应用的集合体,它是运动手表,也是计时器,还能计算卡路里,能追踪你的行为活动并且将你运动的运动量转化为数据计算出来。这样一来每个人都能把自己每天的运动量化,并可以将自己的运动量和其他任何人对比。腕带上的颜色从红色到黄色再到绿色,显示出你完成的运动量多少,当你完成一天的目标时,你的fuelband应用会帮你庆祝,而且你的facebook也会显示大家的排名,就如这个应用一语双关的口号一样“运动生命,莫虚此行”(life is a sport,make it count)!

Advertiser:NIKE
Product:NIKE+ FUELBAND
Entrant: R/GA New York, USA
Type of Entry: Titanium and Integrated
Title: NIKE+ FUELBAND
Advertiser/Client: NIKE
Product/Service: NIKE+ FUELBAND
Entrant Company: R/GA New York, USA
Advertising Agency: R/GA New York, USA
Full Credits (原网站查看)

 

网络广告 / Cyber lions

NIKE+ FUELBAND

本案例同获Titanium and intefrated lions殊荣。

CURATORS OF SWEDEN

URL: http://curatorsofsweden.com/

瑞典作为一个改革比较积极的国家,探索了一个强大且可行的想法。瑞典成为全世界第一个将官方通信通道全权交给本国公民的国家,也就是Twitter的官方账号。每个普通瑞典公民都可以掌管官方Twitter一周时间。瑞典独特形象就是这样:生动、创新、以人为本。

“瑞典人的瑞典,在推特上推特”!短短六周时间,微博上已经有来自120个不同国家的26000名粉丝,这个案例真的很“互动”,官方主页上有上千万的对话。并点燃了另外21个国家的灵感,他们也效仿这么做。

Advertiser: SWEDISH INSTITUTE/VISITSWEDEN
Product: SWEDEN
Entrant: VOLONTAIRE Stockholm, SWEDEN
Type of Entry: Viral Advertising
Category: Viral Marketing
Title: CURATORS OF SWEDEN
Advertiser/Client: SWEDISH INSTITUTE/VISITSWEDEN
Product/Service: SWEDEN
Entrant Company: VOLONTAIRE Stockholm, SWEDEN
Advertising/Web Design Agency: VOLONTAIRE Stockholm, SWEDEN

 

促销与促动 / Promo & activation lions

SMALL BUSINESS GETS AN OFFICIAL DAY

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2010年,美国运通公司创造了一个“小生意礼拜六”,作为一个紧接在“黑色星期五”之后的全新的“购物星期六”,去帮助一些小生意者得到他们最渴望的——顾客。在2011年他们面临的挑战就是如何将“购物星期六”作为一个国家法定购物日,让实体经济载体成为美国能自负盈亏的独立的实体零售商。

美国运通开展这个营销活动意在说明零售业的这些小生意的重要性,并让这些本地的小店存活下去。顾客们在“购物日”这一天可以选择自己想要消费或者支持的小店,甚至连美国总统奥巴马也在这一天光顾了一家小店,这个营销活动在社交网络上已成燎原之势。

Advertiser: AMERICAN EXPRESS
Product: AMERICAN EXPRESS
Entrant: CRISPIN PORTER + BOGUSKY Boulder, USA
Type of Entry: Product & Service
Category: Financial Products & Servcies
Title: SMALL BUSINESS GETS AN OFFICIAL DAY
Advertiser/Client: AMERICAN EXPRESS
Product/Service: AMERICAN EXPRESS
Entrant Company: CRISPIN PORTER + BOGUSKY Boulder, USA
Sales Promotion/Advertising Agency: CRISPIN PORTER + BOGUSKY Boulder, USA
2nd Sales Promotion/Advertising Agency: DIGITAS New York, USA
Full Credits (原网站查看)

 

创意效果 / Creative effectiveness lions

AXE ‘EXCITE’ – RETURNING TO UNIVERSAL TRUTHS TO CREATE GLOBAL HITS

作为欧美领先的男士护理品牌,Axe (Lynx)希望保持自己的新鲜、有趣的形象并且贴近新一代的男性用户的要求,并且为了挽回一批因为过去战略失策失去的用户,于是推出了一款新品名叫“Axe天使”——还配有“Axe是如此无法抗拒,让天使也有坠落时”的广告语。2011年新产品在全世界范围内上架销售,销量不菲,大获成功。

Advertiser: UNILEVER
Product: AXE
Entrant: BBH LONDON, UNITED KINGDOM
Type of Entry: Creative Effectiveness
Category: Creative Effectiveness
Title: AXE ‘EXCITE’ – RETURNING TO UNIVERSAL TRUTHS TO CREATE GLOBAL HITS
Advertiser/Client: UNILEVER
Product/Service: AXE
Entrant Company: BBH LONDON, UNITED KINGDOM
Advertising Agency: BBH LONDON, UNITED KINGDOM
Full Credits (原网站查看)

 

设计 / Design lions

THE SOLAR ANNUAL REPORT 2011

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绝大多数企业的年终报告犹如天书,冗长晦涩,让人望而却步,但这个戛纳设计类大奖的获奖者独出心裁,是奥地利一家太阳能源企业。他们利用太阳能原理,调配出正确的比例,创造了一种只能在太阳光下阅读的年报。

Advertiser: AUSTRIA SOLAR – VEREIN ZUR FOERDERUNG DER THERMISCHEN SOLARENERGIE
Product: SOLAR ENERGY PROVIDER
Entrant: SERVICEPLAN Munich, GERMANY
Type of Entry: Graphic Design & Design Crafts
Category: Medium Business – regional or national organisations
Title: THE SOLAR ANNUAL REPORT 2011
Advertiser/Client: AUSTRIA SOLAR – VEREIN ZUR FOERDERUNG DER THERMISCHEN SOLARENERGIE
Product/Service: SOLAR ENERGY PROVIDER
Entrant Company: SERVICEPLAN Munich, GERMANY
Design/Advertising Agency: SERVICEPLAN Munich, GERMANY
Full Credits:
Creative Officer:Alexander Schill Chief
Creative Directors: Christoph Everke/Cosimo Moeller/Alexander Nagel
Copywriter:Moritz Dornig
Art Director:Matthaeus Frost
Account Supervisors:Christina Paulus/Stefanie Zillner
Graphic Design:Mathias Noesel
Print Shop:Stefan Meier
Bookbinder:Mr. Waldmann

 

移动 / Mobile lions

HILLTOP RE-IMAGINED FORCOCA-COLA

可口可乐经典的“hilltop”广告为数字摩登时代的大众重新注入新能量。在一个传统的广告中,让只能在互联网上相望而无法见面的身在异地的人们履行承诺,允许体验者和完全陌生的一个用户联系,并且通过网络送给远在他方毫不知情的他一罐意料之外的可口可乐,这么看来,世界之大也似乎近在咫尺了。

Advertiser: GOOGLE
Product: DISPLAY ADVERTISING
Entrant: GROW INTERACTIVE Norfolk, USA
Type of Entry: Craft
Category: Best User Experience
Title: HILLTOP RE-IMAGINED FOR COCA-COLA
Advertiser/Client: GOOGLE
Product/Service: DISPLAY ADVERTISING
Entrant Company: GROW INTERACTIVE Norfolk, USA
Advertising Agency: GROW INTERACTIVE Norfolk, USA
2nd Advertising Agency: JOHANNES LEONARDO New York, USA

 

影片 / Film lions

BACK TO THE START

当一切以工业化的进程进行时,却发现自己偏离了原来的初心。就这是短片中所要讲述的农场主的心境,最后他选择回归可持续的发展农场发展之路。从而强调创建一套可持续发展的食品系统的重要性。配乐来自Coldplay的’The Scientist’。

Advertiser: CHIPOTLE
Product: FAST CASUAL RESTAURANT
Entrant: CREATIVE ARTISTS AGENCY Los Angeles, USA
Type of Entry: Internet Film
Category: Branded Content Internet Film
Title: BACK TO THE START
Advertiser/Client: CHIPOTLE
Product/Service: FAST CASUAL RESTAURANT
Entrant Company: CREATIVE ARTISTS AGENCY Los Angeles, USA
Advertising Agency: CREATIVE ARTISTS AGENCY Los Angeles, USA
Production Company: NEXUS PRODUCTIONS London, UNITED KINGDOM
Full Credits (原网站查看)

 

品牌内容&娱乐 / Branded content & entertainment lions

CULTIVATE CAMPAIGN

本案例同获Film Lions殊荣。

 

影片制作 / Film craft lions

BEAR

让一张熊皮来教导你,如何才能成为一个伟大的好莱坞名导。额,这真的只是一张躺在人类房间地板上的熊皮地毯的幻想!

Advertiser: CANAL +
Product: CANAL +
Entrant: BETC Paris, FRANCE
Type of Entry: Film Craft
Category: Best Production Value
Title: THE BEAR
Advertiser/Client: CANAL +
Product/Service: CANAL +
Entrant Company: BETC Paris, FRANCE
Advertising Agency: BETC Paris, FRANCE
Production Company: SOIXANTE QUINZE Paris, FRANCE
Full Credits:
Chief Creative Officer:Stéphane Xiberras
Copywriter:Jean-Christophe Royer
Art Director:Eric Astorgue
Agency Producer:Isabelle Ménard/David Green
Account Supervisor:Alexandre George
Advertiser’s Supervisor:Beatrice Roux
Director:Matthijs Van Heijningen
Editor:Jono Griffiths
Sound Design/Arrangement:Gum/Eric Cervera (Near Deaf Experience)
Post Production:Mikros
Music:Eric Cervera
Planner:Clarisse Lacarrau
Director Of Photography:Joost Van Gelder
Planner:Clarisse Lacarrau

 

直效广告 / Direct lions

SMALL BUSINESS GETS ANOFFICIAL DAY

本案例同获Promo & activation lions殊荣。

 

广播 / Radio lions

REPELLENT RADIO

Advertiser: GO OUTSIDE MAGAZINE
Product: GO OUTSIDE MAGAZINE
Entrant: TALENT São Paulo, BRAZIL
Type of Entry: Product & Service
Category: Publications & Media
Title: REPELLENT RADIO
Advertiser/Client: GO OUTSIDE MAGAZINE
Product/Service: GO OUTSIDE MAGAZINE
Entrant Company: TALENT São Paulo, BRAZIL
Advertising Agency: TALENT São Paulo, BRAZIL
Production Company: PUNCH AUDIO Sao Paulo, BRAZIL
2nd Production Company: GIGANTE ESTUDIO Sau Paulo, BRAZIL
Full Credits:
Executive Creative Director: João Livi
Creative Director: Philippe Degen/Felipe Luchi
Degen Scriptwriter: Leandro Lourenção/Bruno Bomediano/Philippe
Agency Producer: Maria Herminia Weinstock
Account Supervisor:Camila Mancebo
Advertiser’s Supervisor:Debora Liotti
Producer: Cristiano Pinheiro
Audio Sound Studio: Punch
Account Manager: Erick Sobral
Other Credits:Herbert Gomes

 

媒体 / Media lions

GOOGLE VOICE SEARCH

(点击查看大图)

对于“语音搜索”这一领域技术战争,永远没有停止过。好比,苹果的Siri与Google的Voice Search。为了改变公众对于语音搜索功能一贯低于期望值的搜索,Google在伦敦街头投至了巨幅的户外广告,让用户体验到一种全新的移动语音搜索方式。

用奇怪的标语吸引用户,停下脚步思索,并且投入到实践标语的行动中去。Google如此的创意广告牌,做的的确不错!

Advertiser: GOOGLE
Product: GOOGLE VOICE SEARCH
Entrant: MANNING GOTTLIEB OMD London, UNITED KINGDOM
Type of Entry: Product & Service
Category: Commercial Public Services incl. Healthcare & Medical
Title: GOOGLE VOICE SEARCH
Advertiser/Client: GOOGLE
Product/Service: GOOGLE VOICE SEARCH
Entrant Company: MANNING GOTTLIEB OMD London, UNITED KINGDOM
Media Agency: MANNING GOTTLIEB OMD London, UNITED KINGDOM
Full Credits:
Account Director:Katie Tillotson
Business Director:James Thomas

 

公关 / PR lions

THE MOST POPULAR SONG

失业,席卷全球的危机。当世界各地的人民在与找工作斗争的同时,波多黎各却在努力寻找那些想工作的人们。当地有60%的人口接受政府的救济,享受政府福利已然成为了一种共同的生活方式。

作为波多黎各的最大银行——人民银行,愿意尝试着打破这种局面。”THE MOST POPULAR SONG “来自波多黎各最著名的salsa乐队El Gran Combo的一首名为“No Hago Más Ná”(I Do Nothing)的歌,并重新填词,以振奋人心的歌词,传递不同的信息。同时,也为人民银行成功的树立起了全新的企业形象。

Advertiser: BANCO POPULAR DE PUERTO RICO
Product: BANK
Entrant: JWT SAN JUAN, PUERTO RICO
Type of Entry: Technique
Category: Celebrity Endorsement
Title: THE MOST POPULAR SONG
Advertiser/Client: BANCO POPULAR DE PUERTO RICO
Product/Service: BANK
Entrant Company: JWT SAN JUAN, PUERTO RICO
Advertising Agency: JWT SAN JUAN, PUERTO RICO
Full Credits:
Vice President/Regional Creative Director:Jaime Rosado
Creative Director:Miguel Fernández
Associate Creative Director/Art Director:Johanna Santiago
Associate Creative Director/Copywriter:Lixaida Lorenzo
Interactive Creative Director:Manuel Torres
Copywriter:Pablo Torres/ Gabriela Bonilla
Interactive Art Director:Juan Carlos Montes/ Daniel Vicente
Producer:Noro Sebastián
Sound Engineer:Carlos Dávila
Video Editor:Mizael Morales
Art Director:Obed Varela
Account Director:Juan Martínez
Account Executive:Cristina Cruz/ Cristina Rodríguez
Interactive Account Director:Auribel Chaar
Vice President – Regional Planning Director:Luis Pedro Toledo

 

平面 / Press lions

UNHATE (PALESTINE AND ISRAEL/USA AND VENEZUELA/GERMANY AND FRANCE) UNITED COLORS OF BENETTON APPAREL FABRICA, Treviso ITALY

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United Colors of Benetton邀请全球各国领袖及民众一同抵制“仇恨文化”——这就是“UNHATE”的寓意所在。以各国领导人及宗教领袖之间的亲吻图片来呼吁世界和平。

Advertiser: UNITED COLORS OF BENETTON
Product: APPAREL
Entrant: FABRICA Treviso, ITALY
Type of Entry: Newspaper and Magazine/Product & Service
Category: Public Awareness Messages
Title: UNHATE (PALESTINE AND ISRAEL)
Advertiser/Client: UNITED COLORS OF BENETTON
Product/Service: APPAREL
Entrant Company: FABRICA Treviso, ITALY
Advertising Agency: FABRICA Treviso, ITALY
2nd Advertising Agency: 72ANDSUNNY NL Amsterdam, THE NETHERLANDS
Full Credits:
Creative Director:Erik Ravelo (Fabrica)/ Carlo Cavallone (72andSunny NL)/ Robert Nakata (72andSunny NL)/ Paulo Martins
Copywriter:Carlo Cavallone
Art Buyer:Maria Perez
Account Supervisor:Judson Whigham
Account Manager:Frederic Point
Designer: Wendy Richardson/Retouching: Loupe Digital Imaging

UNHATE @ DamnDigital
United Colors of Benetton: UNHATE——让世界无恨

 

户外 / Outdoor Lions

广告牌与街道装置:

可乐手 / Cokehands

(点击放大图片)

“spreading love around the world”

—— 劳双恩,2012年戛纳国际创意节户外类作品评委会主席,智威汤逊北亚区执行创意总监与中国区主席。

可口可乐公司与上海奥美广告合作推出最新户外广告以鼓励人们分享享用一瓶可乐时的精神和欢乐。这个新颖的平面设计是可口可乐公司“Open Happiness(快乐畅开)”全球营销活动的最新环节。“快乐畅开”旨在为全世界人们的生活带去欢笑与快乐。

Advertiser: THE COCA-COLA COMPANY
Product: COCA-COLA
Entrant: OGILVY SHANGHAI, CHINA
Type of Entry: Billboards & Street Furniture
Category: Drinks (Alcoholic & Non-Alcoholic)
Title: #COKEHANDS
Advertiser/Client: THE COCA-COLA COMPANY
Product/Service: COCA-COLA
Entrant Company: OGILVY SHANGHAI, CHINA
Advertising Agency: OGILVY SHANGHAI, CHINA
Full Credits:
Chief Creative Officer:Graham Fink
Executive Creative Director:Francis Wee
Art Director:Jonathan Mak Long
Illustrator:Jonathan Mak Long/Eno Jin
Account Supervisor:Martin Murphy
Advertiser’s Supervisor:Stephen Drummond
Planner:Mark Sinnock

Cokehands @ DamnDigital
上海奥美作品“可乐手”斩获2012年戛纳户外类全场大奖
可口可乐新设计邀请中国消费者传递可乐分享精神

THE INVISIBLE DRIVE

为了吸引各路消费者的眼光,梅赛德斯-奔驰通过最新的创意广告及活动推出了氢动力汽车。奔驰此次用一批新广告项目推销了自己 F-CELL氢燃料电池技术。广告最初的设计目的是向人们展示此车的环境友好性,它在驾驶过程中几乎可以做到零排污。

Advertiser: DAIMLER
Product: MERCEDES-BENZ B-CLASS F-CELL
Entrant: JUNG von MATT Hamburg, GERMANY
Type of Entry: Ambient
Category: Transit
Title: THE INVISIBLE DRIVE
Advertiser/Client: DAIMLER
Product/Service: MERCEDES-BENZ B-CLASS F-CELL
Entrant Company: JUNG von MATT Hamburg, GERMANY
Advertising Agency: JUNG von MATT Hamburg, GERMANY
Full Credits:
Chief Creative Officer:Thimoteus Wagner/Fabian Frese/Goetz Ulmer
Creative Director:Michael Ohanian/Jonas Keller/Martin Strutz
Copywriter:Michael Ohanian
Art Director:Jonas Keller/Andreas Wagner
Account Supervisor:Sven Dörrenbächer
Account Manager:Sonja Stockmann/Kete Stodtmeister/Ann-Kathrin Geertz/Nelli Walker
Design: Daniel Soares
Chief Creative Officer:Armin Jochum

THE INVISIBLE DRIVE @ DamnDigital
[V]Invisible Mercedes-Benz 隐形的奔驰


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