Grand Prix Direct Lion and Integrated Lion : Cannes 2008 : TIMES OF INDIA : LEAD INDIA

Lead India : The Times of India
Cannes 2008: Winner of Grand Prix Direct Lion and Integrated Lion



Title: LEAD INDIA
Advertiser/Client: BENNETT, COLEMAN AND COMPANY
Product/Service: TIMES OF INDIA
Entrant Company, City: JWT INDIA, Mumbai
Country: INDIA



Credit Details:
Name Position Company
Agnello Dias Copywriter JWT
Debu Purkayastha AVP & Sr Creative Director JWT
Vistasp Hodiwala AVP & Sr Creative Director JWT
Arkadyuti Basu AVP & Sr Creative Director JWT
Vinayak Gaikwad Creative Director JWT
Simone Patrick Senior Copywriter JWT
Kaushik Iyer Junior Copywriter JWT
Komal Ranjan Art Director JWT
Firoz Karmalawala Senior Audio Visual Director JWT



Description:
In the 60th year of being a FREE nation, The Times of India wanted to start the new year with a campaign to combat the growing cynicism of an entire nation— the disillusionment with politicians, corruption, the system etc. They wanted to take a bold step and do something that would go beyond just being a brand gimmick; something that would break the social inertia of acceptance and tolerance and galvanize an entire nation to be the face of change in India.


Launch And Execution:
The Times of India's 'Lead India Poised' campaign was a nationwide search to choose our own leaders. The point of the campaign, however, was not purely about identifying a winner. It was about providing every right-thinking Indian a chance to step out of the comfort zone and taking on the task of stewarding the nation. The campaign not only succeeded in increasing brand salience, but also broke all communication clutter to stand out as the most loved, talked about, debated and shared communication across consumer segments and product categories.


Results:
Over 37,000 Indians responded to this initiative. Over 1.3 million hits on the website. More than 900,000 YouTube downloads. The country's top celebrities (actors, politicians, industrialists, economists) became spokespersons— for free The television series was shown on Star One, part of India's largest television network with 7 sponsors- all leading corporates. The British High Commission sponsored a Chevening Leadership course at the London School of Economics for the three finalists. The winner goes on to receive support to contest any constituency of his choice in the next year's General Elections.

Link: http://www.canneslions.com/winners/titanium/win_23_1_00328.htm

TITANIUM Intergrated Lion Cannes 2008 : WHOPPER FREAKOUT : BURGER KING

Burger King - Whopper Freak Out
Behind the Whopper freak out...



Title: WHOPPER FREAKOUT
Advertiser/Client: BURGER KING
Product/Service: BURGER KING
Entrant Company, City: CRISPIN PORTER + BOGUSKY, Miami
Country: USA



Credit Details:
Name Position Company
Rob Reilly Creative Director Crispin Porter + Bogusky
Bill Wright Creative Director Crispin Porter + Bogusky
Jeff Benjamin Interactive Creative Director Crispin Porter + Bogusky
Ryan Kutscher Associate Creative Director Crispin Porter + Bogusky
Paul Caiozzo, Andy Minisman; Dan Treichel; Julia Hoffman Art Director Crispin Porter + Bogusky
Ryan Kutscher, Omid Farhang; Nathan Dills Copywriter Crispin Porter + Bogusky
Thomas Rodgers Designer Crispin Porter + Bogusky
David Rolfe Director Of Integrated Production Crispin Porter + Bogusky
Winston Binch Executive Integrated Producer Crispin Porter + Bogusky
Chris Kyriakos (Sr), Aymi Beltramo Integrated Broadcast Producer Crispin Porter + Bogusky
Harshal C. Sisodia Integrated Interactive Sr Producer Crispin Porter + Bogusky
Henry-Alex Rubin Director Smuggler
Patrick Milling Smith; Brian Carmody; Lisa Rich Executive Producer Smuggler
Allison Kunzman; Laura Thoel Head Of Production Smuggler
Drew Santarsiero Producer Smuggler
Learan Kahanov Director Of Photography
Adam Pertofsky; Chan Hatcher; Matt Murphy; Wyatt Jones Editor Rock Paper Scissors
Crissy DeSimone, Tricia Sanzaro Producer Rock Paper Scissors
Dan Aronin; Gabriel Britz; Neil Meiklejohn Assistant Editor Rock Paper Scissors
Eugen Cho (Composer) Music Amber Music
Bill Meadows Executive Integrated Music Producer Crispin Porter + Bogusky
RED Interactive (Development Partner) Dan Sormani (Exec. Producer), RIO (Post Production) Lifelong Friendship Society (Design & Animaton)
Mark Dennison (Fire Artist), Andy Davis (Inferno Artist) Lime Studios (Audio Post), Dave Wagg; Rohan Young; Loren Silber; Mark Meyuhas (Audio Engineers) Stephanie Boggs (Exec. Producer), Shawna Drop (Producer)
Jessica Locke (Producer) Matthew Ray (Assoc. Technical Director) Scott Prindle (Technical Director)
Michael Tseng (Interaction Designer) Stewart Warner, James Luckensow (QA)



Description:
To celebrate the 50th Anniversary of the WHOPPER®, BURGER KING® created an innovative media campaign in which America's favorite burger, the WHOPPER®, was removed from the menu for a day and hidden cameras captured customers candid reactions. The first component of the campaign explored deprivation to see what would happen if America's most beloved burger was removed from the menu without any announcement. The social experiment was taken to another level when in lieu of the WHOPPER® customers were given competitors' burgers. When the customer returned to the counter to discuss the problem with the manager, the King presented the customer with a Whopper and revealed the hidden cameras.


Launch And Execution:
On December 9th, 2007, a variety of television, interactive and print executions rolled out to promote the 50th anniversary of the WHOPPER®. Along with the TV spots, whopperfreakout.com was introduced. This website featured a long format video of both the Freakout and Fried components as well as behind-the-scenes footage of the filming of the campaign. Interactive flash and rich media banners were released to several websites to promote the campaign as well as a USA Today Print Ad, WHOPPER® vs. Big Mac OOH and Silly WHOPPER® OOH where the focus was on the dramatic size difference between the WHOPPER® and the Big Mac. Also, on December 6, the King was immortalized and a wax figure of the King was unveiled at the Madame Tussauds Wax Museum in NYC.


Results:
Our Whopper Freakout campaign drove traffic and sales of the WHOPPER® up 29%. Not only did the campaign drive significant brand relevance but also the ads became the most-recalled campaign in IAG history. The website created for this campaign, whopperfreakout.com, received 4 million views by mid-March and had 250,000 unique visitors in the month of December alone. Spoofs and parodies of the television ads were created by SuperFans and posted on YouTube. Not only did the campaign help strengthen the sales at BURGER KING® restaurants nation wide, but also, competitors showed signs of slower traffic.

Link: http://www.canneslions.com/winners/titanium/win_23_1.htm

TITANIUM GRAND PRIX Cannes 2008 : "Black Boy Wanting Water" : MUSIC FOR LIFE CHARITY EVENT

"Black Boy Wanting Water"
How drinking a single glass of water can change many things!




Title: BLACK BOY WANTING WATER
Advertiser/Client: STUDIO BRUSSELS
Product/Service: MUSIC FOR LIFE CHARITY EVENT
Entrant Company, City: MORTIERBRIGADE, Brussels
Country: BELGIUM



Credit Details:
Name Position Company
Jens Mortier, Joost Berends, Philippe Deceuster Creative Directors Mortierbrigade
Tim Driesen Copy/ad Mortierbrigade
Joeri Vandenbroeck Copy/ad Mortierbrigade
Dieter Vanhoof Copy/ad Mortierbrigade
Peter Claes Head Of Marketing Vrt
Jan Van Biesen Head Of Studio Brussels Vrt



Description:
The yearly charity event 'Music for Life', organised by radio station Studio Brussels and the Red Cross, focused on drinkable water. Every 15 seconds a child dies due to a lack of drinkable water. Studio Brussels wanted to raise money to help. We started from the insight that every TV host has a glass of water. It's so normal, that nobody even notices anymore. Until we started this campaign...


Launch And Execution:
A black boy showed up on Flanders' best watched station 'één' during three days, always in prime time. He quickly drank the host's glass of water and then ran off. The most frequently asked question during these days was: 'have you seen the thirsty black boy?' The whole thing started to lead a life of its own on the internet and in other media. The only thing left to do, was claim the campaign.


Results:
'Music for Life' turned out to be a giant success. In 6 days time, people donated 3,3 million euro for drinkable water. A giant amount for a small country.

TITANIUM GRAND PRIX Cannes 2008 : EDUCATIONAL PROGRAM : MILLION

Complot (http://www.tenemosunplan.com/ ) - NYC Department Education

Complot es la escuela de creativos hecha por creativos
http://www.tenemosunplan.com/




Title: MILLION
Advertiser/Client: NEW YORK CITY DEPARTMENT OF EDUCATION
Product/Service: EDUCATIONAL PROGRAM
Entrant Company, City: DROGA5, New York
Country: USA

Credit Details:
Name Position Company
David Droga Creative Chairman Droga5
Andrew Essex CEO Droga5
Ted Royer Excutive Creative Director Droga5
Duncan Marshall Executive Creative Director Droga5
Ben Nott Creative Director Droga5
Cam Blackley Creative Droga5
Matty Burton Creative Droga5
Craig Batzofin Digital Producer Droga5
Thomas Beug Producer Droga5
Scott Witt Creative Director Of Media Droga5
David Park Designer



Description:
Re-brand scholastic achievement for New York City's 1.1 million public school students by re-enforcing the connection between academic performance and future success.


Launch And Execution:
Instead of crafting a traditional advertising campaign, we chose to recognize and reward students' personal achievements with something they actually wanted. By partnering with Verizon and Samsung, we developed the world's first communication device fueled by academic performance. The Million is a free cell phone with free talk time and text messaging rewards for excellent attendance, behavior, classroom participation, homework and grades. The more students excel in school, the more they get out of their phone. Learning is earning.


Results:
Though the program was initially met with resistance, just two weeks after the Million launched, teachers and administrators recognized improvements in attendance, behavior, homework, participation and grades. Additionally, principals realized a valuable byproduct in the bi-weekly recording of student improvements - schools no longer have to wait until end of each quarter for student data, and can address individual and school-wide issues immediately. The instant success of the Million program has sparked calls from schools all over the globe. Our hope is to continue to expand the program to other school systems worldwide struggling to close the critical achievement gap.

TITANIUM GRAND PRIX Cannes 2008 : HALO 3 GAME : Believe :

the biggest release in entertainment history


Title: BELIEVE
Advertiser/Client: MICROSOFT
Product/Service: HALO 3 GAME
Entrant Company, City: McCANN WORLDGROUP, San Francisco
Country: USA



Credit Details:
Name Position Company
Scott Duchon Creative Director T.A.G.
Geoff Edwards Creative Director T.A.G.
John Patroulis Creative Director T.A.G.
Nate Able Art Director T.A.G.
Tim Stier Art Director McCann Worldgroup San Francisco
Ben Wolan Art Director T.A.G.
Elliot Harris Art Director McCann London
Mat Bunnell Copywriter T.A.G.
Rick Herrera Copywriter T.A.G.
Cameron Mitchell Copywriter McCann London
Hannah Murray Producer T.A.G.
Vince Genovese Producer McCann Worldgroup San Francisco
Mike Harris Strategy Director T.A.G.
MJZ Production Company MJZ
GO Film Production Company GO Film
Rupert Sanders Director MJZ
Simon McQuoid Director GO Film
Andrea McArthur Editor Rock Paper Scissors
Matt Murphy Editor Rock Paper Scissors
Dick Gordon Editor Spot Welders
Connor McDonald Editor Filmcore San Francisco
Erin Wendel Art Director Maclaren McCann
Stan Winston Studios Figurines Stan Winston Studios
Lauren McCrindle Copy Writer Maclaren McCann
New Deal Studios Miniature Landscape New Deal Studios
Interactive AKQA San Francisco and London



Description:
The marketing idea needed to be big enough to matter to our broadest group; but feel genuine and authentic to our core. At the center of the Halo universe is a simple story focused on a hero, Master Chief. As his story unfolds through the trilogy, it is full of tales of bravery, duty, sacrifice, friendship, and selflessness. These themes are consistent with the qualities of real heroes and classic storytelling throughout history, they are universal and timeless - they speak to all of us.


Launch And Execution:
To garner interest outside of hard-core video game fans for the release of Halo 3, we created an emotional campaign that emphasized the heroism and humanity of its lead character Master Chief that included: A "Museum of Humanity' An actual 1200 ft diorama A film of that diorama for TV and Cinema An immersive online diorama website Web films of 'war veterans' A fictional documentary of the diorama 'Making Of' A touring exhibit of fictional war photography Murals Guerilla elements Fictional music programs A tour of the diorama Even postage stamps


Results:
The result? Halo 3 became the biggest release in entertainment history.

TITANIUM GRAND PRIX Cannes 2008 : UNIQLOCK : UNIQLO : CASUAL CLOTHING PROJECTOR, Tokyo JAPAN

Complot (www.tenemosunplan.com) - Uniqlock
Complot es la escuela de creativos hecha por creativos
http://www.tenemosunplan.com/



Title: UNIQLOCK
Advertiser/Client: UNIQLO
Product/Service: CASUAL CLOTHING
Entrant Company, City: PROJECTOR, Tokyo
Country: JAPAN



Credit Details:
Name Position Company
Koichiro Tanaka Creative Director Projector Inc.
Takaharu Hatori Producer MONSTER FILMS INC.
Yuichi Kodama Director Caviar Limited
Fantastic Plastic Machine Sound Artist
Furitukekagyou Air:man Choreographer
Yoshinobu Yoshida Cinematographer
Keizo Ichimei Lighting
Takayuki Sugihara Art Director
Keiichi Tozaki Interactive Designer
Yukio Sato Interactive Designer
Yoshiaki Nagasaki Executive Creative Director Paragraph
Hiroyuki Kojima Producer Paragraph
Keigo Nakamura Production Manager MONSTER FILMS INC.
Susumu Arai Programmer Sonicjam
Koji Torigata PR BILCOM, Inc.
Ryota Sugawara PR BILCOM, Inc.
Toshihiko Shingu Hair/Make-Up
Hisashi 'momo' Kitazawa Stylist KiKi Inc.



Description:
UNIQLO was seeking an innovative way to build its brand awareness internationally, and promote its business expansion into the global market. We recognized the 70 million blogs worldwide as a powerful buzz-building media, and created a functional and entertaining blog widget for the bloggers to spread the brand globally. The campaign concept we developed was the fusion of a CLOCK which functions as a blog utility, time signaling MUSIC, and DANCE performance videos with UNIQLO clothing. We named it UNIQLOCK. As a 100% UNIQLO branded widget, this automatically became a tool to connect UNIQLO and the world's bloggers.


Launch And Execution:
As a teaser, we uploaded 16 audition videos onto Youtube. Then we launched the UNIQLOCK site to start distributing the blog widget. The numerous dance videos and the clock counter appearing seamlessly one after another makes the viewers eager to see more. Since the widget plays all-year round, 24/7, the dancers change their outfits according to the season. The bloggers were motivated by seeing the website's world map which visualized the expansion of all of the users. Screensavers and shop installations were also released to enhance the UNIQLOCK experience, from personal desktops to the UNIQLO stores.


Results:
Over 27000 widgets from 76 countries Over 68 million views from 209 countries (widgets + website) Over 500 thousand views on You Tube (the audition videos) Over 175 thousand downloads (screensavers) Over 619 thousand web pages (google) (To Date: 10th January, 2008 )