Adman Awards 2006 滴ard-Sell・ｵﾍｺ筧ｷﾂ・

Adman Awards 2006 滴ard-Sell・ｵﾍｺ筧ｷﾂ・

､ｹ筥ﾉｳﾒ狹ﾔ霖ｹﾑｺｶﾍﾂﾋﾅﾑｧ ﾃﾑｺﾈﾖ｡ｻﾐｷﾐ莽犇ﾕﾂ羯ｧﾒｹ Adman Awards & Symposium 2006 ｷﾕ霖ﾕﾊﾁﾒ､ﾁ筥ﾉｳﾒｸﾘﾃ｡ﾔｨ睛隗ｻﾃﾐ犢ﾈ莵ﾂ 狃郢爲鰓ﾀﾒｾｴﾓ犹ﾔｹ｡ﾒﾃ狃郢､ﾃﾑ鬧ｷﾕ・3 ﾀﾒﾂ羞鬢ﾍｹ爿扈ｵ・Hard-Sell 狎ﾗ靉狒鮖ﾋﾒﾊﾘｴﾂﾍｴｧﾒｹ筥ﾉｳﾒ 眷ﾐｧﾒｹﾊﾗ靉ﾊﾒﾃ｡ﾒﾃｵﾅﾒｴ｢ﾍｧ狠ﾗﾍｧ莵ﾂｷﾕ鞦ﾃｧ 睛ﾇ｡ 狃ﾕ霙ﾁｴ鯢ﾂｾﾅﾑｧ睛隗｡ﾒﾃﾊﾃ鰓ｧﾊﾃﾃ､・眷ﾐﾍﾒｹﾘﾀﾒｾ羯｡ﾒﾃﾊﾃ鰓ｧﾂﾍｴ｢ﾒﾂ 箒ｴ犇雹ﾊﾘｴ｢ﾑ鯢ｷ靨ﾁ｡ﾅﾒｧ｡ﾃﾐ睫｡ﾒﾃ發隗｢ﾑｹ ｾﾃ鯱ﾁﾊﾃ鰓ｧｺﾃﾃｷﾑｴｰﾒｹ耆ﾁ鞳ﾋ・Adman 狃郢ｵﾑﾇﾇﾑｴ､ﾇﾒﾁﾊﾓ狹遞｢ﾍｧｼﾅｧﾒｹ筥ﾉｳﾒｷﾕ險ﾐ｡鰓ﾇﾊﾙ鞨ﾇｷﾕﾃﾐｴﾑｺ Cannes Awards
盪ﾇ､ﾔｴ羯狹ﾗ靉ｧ｢ﾍｧ Hard-Sell Advertising ﾋﾃﾗﾍ筥ﾉｳﾒｷﾕ陲ﾒﾂ莇鱆ﾃｧ ｶﾗﾍ狃郢筥ﾉｳﾒ羯ｽﾑｹ｢ﾍｧｷﾑ鬧ﾅﾙ｡､鰓 眷ﾐ､ﾃﾕ猩ｷﾕｿｼﾙ鬢ﾔｴｧﾒｹﾍﾂﾒ｡耆鰲｡ﾔｴ｢ﾖ鮖 狹ﾕﾂ｡ﾇ靨狃郢筥ﾉｳﾒｷﾕ陲ﾒﾂﾊﾔｹ､鰓莇鱆ﾃｧ ﾊﾃ鰓ｧ｡ﾒﾃｨｴｨﾓ羯ｵﾑﾇﾊﾔｹ､鰓莇鯱ﾂ靨ｧﾁﾕｾﾅﾑｧ ｢ｳﾐ犇ﾕﾂﾇ｡ﾑｹﾂﾑｧﾊﾒﾁﾒﾃｶﾊﾃ鰓ｧﾃﾒｧﾇﾑﾅ耆鬘ﾑｺｵﾑﾇ､ﾃﾕ猩ｷﾕｿｼﾙ鬢ﾔｴｧﾒｹｪﾔ鮖ｹﾑ鮖莇鯱ﾕ｡ｴ鯢ﾂHard-Sell Advertising 爍ﾔｴｨﾒ｡｡ﾒﾃ｡ﾓﾋｹｴ｡ﾅﾂﾘｷｸ・ﾂ靨ｧｶﾕ雜鯢ｹ眷ﾐｩﾅﾒｴ ｺﾇ｡｡ﾑｺﾇﾔｸﾕ｡ﾒﾃｹﾓ猝ｹﾍ (Execution) ｷﾕ鞦ﾋﾇ｡ｨﾒ｡｢ﾍｧ犇ﾔﾁ ・ｷﾕ鞨､ﾂｷﾓﾁﾒ ﾊ隗ｼﾅ耆鰾ｦﾉｳﾒｪﾔ鮖ｹﾑ鮖ﾁﾕｾﾅﾑｧ羯｡ﾒﾃﾊﾃ鰓ｧ｡ﾒﾃﾃﾑｺﾃﾙ鱚ｹｵﾑﾇﾊﾔｹ､鰓 (Awareness) 眷ﾐ､ﾇﾒﾁﾃﾙ鯡ﾖ｡ (Attitude) 莇鯱ﾂ靨ｧﾁﾕｾﾅﾑｧ透ﾒｹ筥ﾉｳﾒｷﾕ靉ﾍ｡ﾁﾒ羯ｪ霽ｧｹﾕ鯡霽ｹ耆ｭ鞨ｻ郢狹ﾗ靉ｧ｢ﾍｧ Emotion ﾁﾒ｡｡ﾇ靨 Hard Sale ｫﾖ隗､ﾍｹ爿扈ｵ・Hard Sale 羯ｷﾕ雹ﾕ鬨ﾐｵ鯱ｧｵﾍｺ筧ｷﾂ・ｴ鬪ﾑｴ爲ｹ 狹ﾒｨﾖｧﾍﾂﾒ｡狃ﾅﾕ霙ｹｧﾒｹ､ﾃﾕ猩ｷﾕｿ｢ﾍｧ｡ﾅﾘ霖､ｹ筥ﾉｳﾒ 狎ﾃﾒﾐ狹ﾔ霖猴郢ﾇ靨ﾁﾕ｡ﾒﾃｷﾓｧﾒｹ狎ﾗ靉ﾃﾒｧﾇﾑﾅﾁﾒ｡｡ﾇ靨｡ﾒﾃｪ霽ﾂﾊﾃ鰓ｧﾂﾍｴ｢ﾒﾂ 狹ﾒｨﾖｧ｡ﾅﾑｺﾁﾒﾁﾍｧｷﾕ鞨ｺﾊﾔ｡｢ﾍｧ｡ﾒﾃ筥ﾉｳﾒﾇ靨､ﾗﾍﾍﾐ菘 ｫﾖ隗｡遉ﾗﾍ狹ﾗ靉ｧ｢ﾍｧ｡ﾒﾃｵﾍｺ筧ｷﾂ・ﾒﾃｵﾅﾒｴﾇ靨ｵ鯱ｧ｡ﾒﾃ Market Share ﾋﾃﾗﾍﾍﾔﾁ狠ｨ 狃郢ﾊﾔ隗ｨﾓ狃郢ｷﾕ襍鯱ｧ菽霰ﾗﾁ 菽鞳ｪ霽靨ｷﾓ筥ﾉｳﾒｵﾒﾁｿﾍﾃ・ﾁｵ 1, 2, 3, 4 眷ﾐ 5 眷鯢ｨﾐ莇鯏ﾒｧﾇﾑﾅ ｨﾖｧ狃郢ｷﾕ霖ﾒ｢ﾍｧ Theme 羯ｻﾕｹﾕ體 ､ﾘｳｻﾒﾃ狠ﾈﾃ・ﾃﾑｪ茗ﾂｺﾘｭ ｻﾃﾐｸﾒｹ｡ﾔｵｵﾔﾁﾈﾑ｡ｴﾔ・ﾊﾁﾒ､ﾁ筥ﾉｳﾒｸﾘﾃ｡ﾔｨ睛隗ｻﾃﾐ犢ﾈ莵ﾂ ｢ﾂﾒﾂﾀﾒｾｷﾕ霖ﾒｷﾕ鞴ｻ｢ﾍｧ Theme Concept ｢ﾍｧｧﾒｹ Adman 羯ｻﾕｹﾕ鱚ﾋ鬪ﾑｴ爲ｹﾂﾔ隗｢ﾖ鮖 ｾﾃ鯱ﾁ｡ﾑｺ猝ﾃﾔﾁﾇ靨ｻﾃﾐ狢ｷｧﾒｹｻﾃﾐ｡ﾇｴ 蘯隗ﾍﾍ｡狃郢 8 ﾋﾁﾇｴﾋﾅﾑ｡ 莇鱆｡・ﾊﾗ靉箙ﾃｷﾑﾈｹ・ﾊﾗ靉ﾊﾔ隗ｾﾔﾁｾ・ﾊﾗ靉｡ﾅﾒｧ皖鬧 眷ﾐﾊﾗ靉眇ｧ羯 ﾊﾗ靉ﾇﾔｷﾂﾘ ｡ﾒﾃﾍﾍ｡蘯ｺ｡ﾃﾒｿﾔ｡ 眈ｹ眷ﾐ｡ﾅﾂﾘｷｸ・ﾒﾃ罨鯡ﾗ靉筥ﾉｳﾒ 眈ｹｻﾃﾐｪﾒﾊﾑﾁｾﾑｹｸ・眷ﾐ眈ｹ｡ﾒﾃｵﾅﾒｴｻﾃﾐ狢ｷ｡ﾔｨ｡ﾃﾃﾁ 箒ﾂﾁﾕﾃﾒｧﾇﾑﾅﾃﾇﾁｷﾑ鬧ﾋﾁｴ 58 ﾃﾒｧﾇﾑﾅﾊﾓﾋﾃﾑｺ｡ﾒﾃｵﾑｴﾊﾔｹｧﾒｹ羯ｻﾕｹﾕ・莇鮹ﾕ｡ﾒﾃｻﾃﾑｺ｡ｵﾔ｡ﾒ 眷ﾐ｡ｮ爍ｳｱ・ﾒﾃｾﾔｨﾒﾃｳﾒ狎ﾗ靉耆鬘ﾒﾃｻﾃﾐ｡ﾇｴ狃郢莉ﾍﾂ靨ｧ爐鮹｢鮖 眷ﾐ盞｡ｵ靨ｧｨﾒ｡ 2 ｻﾕｷﾕ霈靨ｹﾁﾒ ｷﾓ耆鮹ﾕ､ﾇﾒﾁ狃郢 Professional ﾁﾒ｡｢ﾖ鮖 箒ﾂｻﾕｹﾕ・1 ｼﾅｧﾒｹ ﾊﾒﾁﾒﾃｶﾊ隗爐鰓ﾃ霽ﾁｻﾃﾐ｡ﾇｴ莇鱠ﾁ鞨｡ﾔｹ 2 ｻﾃﾐ狢ｷﾃﾒｧﾇﾑﾅ 羯盞霰ﾐﾋﾁﾇｴﾋﾅﾑ｡ ｢ｳﾐｷﾕ霤ﾒｧﾇﾑﾅｪｹﾐ倏ﾔﾈ盞霰ﾐｻﾃﾐ狢ｷｨﾐｶﾙ｡ｵﾑｴﾍﾍ｡莉猴ﾅﾗﾍ狎ﾕﾂｧ 5 ﾃﾒｧﾇﾑﾅ 莇鱆｡・Gold 1 ﾃﾒｧﾇﾑﾅ Silver 2 ﾃﾒｧﾇﾑﾅ 眷ﾐ Bronze 2 ﾃﾒｧﾇﾑﾅﾊ霽ｹｧﾒｹｷﾕ霖ﾕﾅﾑ｡ﾉｳﾐ狃郢 Spam Ad ﾋﾒ｡ﾁﾕ｡ﾒﾃｵﾃﾇｨﾊﾍｺｾｺｨﾐｵ鯱ｧｶﾙ｡ｵﾑｴﾊﾔｷｸﾔ・ﾍ｡ｷﾑ鬧ﾋﾁｴ 箒ﾂ羯ｻﾕｹﾕ鬢ﾒｴﾇ靨ｨﾐﾁﾕｼﾅｧﾒｹﾊ隗爐鰓ﾁﾒ菽襍勒｡ﾇ靨 1,000 ｪﾔ鮖 罍ﾅ鰲､ﾕﾂｧ｡ﾑｺｻﾕ｡靉ｹｷﾕ霖ﾕｻﾃﾐﾁﾒｳ 1,054 ｪﾔ鮖 盞靉ﾒｨｹ鯱ﾂ｡ﾇ靨ｻﾕ眦｡ｷﾕ霖ﾕｼﾅｧﾒｹﾊ隗爐鰓ｻﾃﾐ｡ﾇｴｶﾖｧ 1,400 ｪﾔ鮖 ｫﾖ隗ﾁﾕﾊﾒ猴ｵﾘﾁﾒｨﾒ｡ﾃﾐﾂﾐ猊ﾅﾒ｡ﾒﾃﾊ隗ｼﾅｧﾒｹｷﾕ鞦ｵ｡ｵ靨ｧ｡ﾑｹ内ﾃﾒ､ﾒｴﾋﾇﾑｧﾇ靨ｨﾐ莇鰲ﾋ郢ｧﾒｹｷﾕ鞨ｻ郢 Interactive ﾁﾕｨﾓｹﾇｹ狎ﾔ霖ﾁﾒ｡｢ﾖ鮖 狎ﾃﾒﾐ羯ｻﾕｷﾕ鞦ﾅ鯢ｧﾒｹ羯｡ﾅﾘ霖 Direct Marketing, Event 眷ﾐ PR ﾁﾕ爐鰓ﾁﾒ､靉ｹ｢鰓ｧｹ鯱ﾂ ｫﾖ隗 Adman 菽鞳ｪ鞦､・Advertising ﾍﾂ靨ｧ犇ﾕﾂﾇ 盞鞨ｻ郢ｷﾘ｡ﾍﾂ靨ｧｷﾕ鞨｡ﾕ霙ﾇ｢鯱ｧ｡ﾑｺ Communication・
ｹﾍ｡ｨﾒ｡ｹﾕ・ｷﾒｧ､ｳﾐ｡ﾃﾃﾁ｡ﾒﾃﾂﾑｧ莇鰲ｾﾔ霖ﾃﾒｧﾇﾑﾅ People痴 Choice Award ｫﾖ隗ｨﾐ狃ﾔｴ簣｡ﾒﾊ耆鮟ﾃﾐｪﾒｪｹｷﾑ霽莉ﾃ霽ﾁ簍ﾇｵ耆鬘ﾑｺ筥ﾉｳﾒｷﾕ鞣ｴｹ罟ﾁﾒ｡ｷﾕ靆ﾘｴｼ靨ｹｷﾒｧ SMS ｫﾖ隗ｨﾐﾁﾕ｡ﾒﾃ狆ﾂ眄ﾃ霈ﾅｧﾒｹ筥ﾉｳﾒｷﾕ鞨｢鰓ﾃﾍｺﾊﾘｴｷ鰓ﾂｼ靨ｹｷﾒｧﾊｶﾒｹﾕ箙ﾃｷﾑﾈｹ・UBC 羯ｪ霽ｧ 2 ・3 ﾍﾒｷﾔｵﾂ・靉ｹｧﾒｹﾁﾍｺﾃﾒｧﾇﾑﾅ､ﾘｳｻﾒﾃ狠ﾈﾃ・猝ﾃﾔﾁﾇ靨 羯皎陦ﾒﾃ耆鬢ﾇﾒﾁﾊﾓ､ﾑｭ｢ﾍｧ｡ﾒﾃｵﾑｴﾊﾔｹ ｨﾐﾍﾂﾙ霄ｹ盪ﾇ､ﾔｴ 2 ｻﾃﾐ｡ﾒﾃ ､ﾗﾍ ｵ鯱ｧ狃郢ｼﾅｧﾒｹｷﾕ靆ｴ 耆ﾁ・ﾁﾕﾅﾑ｡ﾉｳﾐｾﾔ猜ﾉ爻ｾﾒﾐ 眷ﾐﾁﾕ盪ﾇ､ﾔｴｷﾕ鞨ｻ郢ﾊﾒ｡ﾅ 莇鮹ﾒｵﾃｰﾒｹﾃﾐｴﾑｺ簀｡ 狎ﾃﾒﾐ狃鰓ﾋﾁﾒﾂﾍﾂ靨ｧﾋｹﾖ隗｢ﾍｧ｡ﾒﾃｨﾑｴｧﾒｹ Adman Awards ､ﾗﾍ｡ﾒﾃﾊﾃ鰓ｧｺﾃﾃｷﾑｴｰﾒｹ耆ﾁ・狎ﾗ靉ﾂ｡ﾁﾒｵﾃｰﾒｹｧﾒｹ｢ﾖ鮖莉ﾊﾙ霤ﾐｴﾑｺ猊ﾔﾅｴ・ﾅﾒﾊ内ﾃﾒ狃郢 Cannes Prediction 狃郢｡ﾒﾃｷﾓｹﾒﾂﾇ靨 ｧﾒｹｷﾕ鞴ｴ鯏ﾑｺﾃﾒｧﾇﾑﾅｨﾒ｡ Adman ｨﾐﾊﾒﾁﾒﾃｶ､ﾇ鰓ﾃﾒｧﾇﾑﾅｨﾒ｡ Cannes 莇鰺ﾃﾗﾍ菽・ｫﾖ隗ﾃﾒｧﾇﾑﾅｷﾕ隱ｹﾐｻﾕｷﾕ鞦ﾅ鯢｡鈕ｻ莇鯏ﾒｧﾇﾑﾅｷﾕ・Cannes ﾁﾒ猴ﾁﾗﾍｹ｡ﾑｹ 狃郢莇狹､ｪﾑ雹ｷﾕ鞨ﾃﾒﾇﾒｧ萇魴ﾑ鬧盞霽ﾑｹ眦｡ 盞鞨ﾃﾒ､ｧ菽鞴ｴ鮗ﾍ｡ﾇ靨ｨﾐ狃郢 Cannes of Asia ｹﾑ雹狃郢狹ﾗ靉ｧ｢ﾍｧ Ad fest ｷﾕ霎ﾑｷﾂﾒ・ｷﾑ鬧 Adman 眷ﾐ Ad fest ｨﾐﾁﾕ Criteria ｷﾕ鞳｡ﾅ鰲､ﾕﾂｧ｡ﾑｹ ﾁﾕﾃﾐｺｺｷﾕ隍靉ｹ｢鰓ｧ International ﾁﾕ｡ﾃﾃﾁ｡ﾒﾃ爐鰓ﾁﾒｵﾑｴﾊﾔｹ ﾁﾕ｡ﾒﾃ Debate ﾁﾕ｡ﾒﾃｻﾃﾖ｡ﾉﾒ ﾁﾕ｡ﾒﾃ箏鰲ｶﾕﾂｧ 羯｡ﾒﾃｷﾕ險ﾐ倏ﾗﾍ｡凪ｦﾉｳﾒ菽鞳ｪ鞨ﾃﾗ靉ｧ｢ﾍｧ､ﾃﾕ猩ｷﾕｿﾍﾂ靨ｧ犇ﾕﾂﾇ 盞鞨｡ﾕ霙ﾇ｢鯱ｧ｡ﾑｺｽ靨ﾂﾍﾗ雹 ・ﾁﾒ｡ﾁﾒﾂ 菽霽靨ｨﾐ狃郢狹ﾗ靉ｧ｢ﾍｧﾊﾗ靉 爲鰓｢ﾍｧﾊﾗ靉 狹ﾗ靉ｧ｢ﾍｧﾊﾔ隗ﾍﾗ雹・ｷﾕ鞴ﾁ鞳ｪ・Media 狹ﾒﾍﾒｨｨﾐ猴郢､ﾃﾕ猩ｷﾕｿ羯ｧﾒｹ筥ﾉｳﾒ 盞陲鰓ｧﾋﾅﾑｧｷﾕ霍ﾓ耆鰲｡ﾔｴ筥ﾉｳﾒ ﾁﾕｷﾘ｡ｽ靨ﾂ爐鰓ﾁﾒ爍ﾕ霙ﾇ｢鯱ｧ DNA ｢ﾍｧｧﾒｹｨﾖｧ盞｡ｵ靨ｧｨﾒ｡ BAD Awards ﾋﾃﾗﾍ TACT Awards 箒ﾂﾊﾔ鮖爼ﾔｧ・羯皎陦ﾒﾃｵﾍｺﾃﾑｺ｢ﾍｧ Adman ｨﾖｧﾍﾂﾙ鞳ｹﾃﾐｴﾑｺｷﾕ雹靨ｾﾍ罟 狎ﾃﾒﾐｷﾕ霈靨ｹﾁﾒｻﾃﾐ犢ﾈ莵ﾂﾍﾒｨ狃郢ｻﾃﾐ犢ﾈ犇ﾕﾂﾇ羯簀｡ｷﾕ隍ｹ筥ﾉｳﾒﾂﾑｧ菽鞨､ﾂﾁﾕﾃﾒｧﾇﾑﾅｷﾕ霖ﾍｺ箒ﾂ｡ﾅﾘ霖､ｹｷﾕ靉ﾂﾙ鞳ｹ｡ﾅﾘ霖ｸﾘﾃ｡ﾔｨ筥ﾉｳﾒｴ鯢ﾂ｡ﾑｹ ｡ﾃﾐｷﾑ隗ﾁﾕ Adman 爍ﾔｴ｢ﾖ鮖ﾍｹﾒ､ｵｺｷｺﾒｷ｢ﾍｧ Adman ｨﾐ｡鰓ﾇ｢ﾖ鮖莉ﾊﾙｧ｡ﾇ靨ﾃﾐｴﾑｺｻﾃﾐ犢ﾈﾋﾃﾗﾍ菽雹ﾑ鮖 ､ｧ｢ﾖ鮖ﾍﾂﾙ陦ﾑｺｹ篦ｺﾒﾂ｢ﾍｧｹﾒﾂ｡ﾊﾁﾒ､ﾁ､ｹｵ靉莉 ｫﾖ隗羯｡ﾅﾘ霖｢ﾍｧ Candidate ｵﾓ睛ｹ隗ｹﾒﾂ｡ﾊﾁﾒ､ﾁﾅﾓｴﾑｺｵ靉莉 莇鮹ﾕ Commitment ﾃ霽ﾁ｡ﾑｹﾇ靨... ｹﾕ隍ﾗﾍ...ﾀﾒﾃ｡ﾔｨﾊﾓ､ﾑｭ｢ﾍｧｹﾒﾂ｡ﾊﾁﾒ､ﾁ､ｹｵ靉莉ｷﾕ險ﾓ狃郢ｵ鯱ｧ｡ﾃﾐｷﾓ