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But we have learned to play football. The winners in the categories Film, Titanium and Integrated Lions (UPDATED !!)
On Saturday at 11 am Moscow time ended the Cannes International Advertising Festival. The culmination was the awarding of the winners in the categories Film, Titanium and Integrated Lions.K Unfortunately, none of the Russia did not get the nomination Leo - works for Nike, Samsung and Homecredit could not get on the short list.
The category Film was presented 4626 works, Titanium and Integrated categories was announced 432 job.
Of these works, the jury nomination Flim, Craig Davis (Craig Davis, Worldwide Chief Creative Officer of JWT London UK) chose the short-list 609 works, including 21 roller was handed "Gold", 33 "Silver" and 52 "bronze" . Works from the United States received 37 awards of different denominations (12, 10 and 15, respectively). This is more than a third of the total, but US leadership was predicted at the stage of the short list: of 609 works exactly one third was represented by US agencies.
ON the 55th Cannes Lions for the first time in the history of the festival in the category of Film was handed just two Grand Prix. The main prize went to the famous «Gorilla» for Cadbury agency Fallon London and web-based campaign for the game Halo 3 TAG agencies and McCann Erickson, which is fed into the new subcategory Internet-Film.
Craig Davis, JWT chief creative officer and chairman of the jury: "Both winners - a phenomenal job. If we would have preferred a different one, it would be frivolous and wrong. Because, in essence, both work equally fantastic ».
Monkey and Master Chief - the two biggest icons of advertising this year, combined with one property. Both are tied to business success. Web-campaign for Halo 3 has a deep content, fully correlated with the entire integrated campaign, the largest and most successful launch in the history of video games. A "Gorilla" exploding branded joy, Cadbury Schweppes has allowed to significantly increase sales not only advertised chocolate «Cadbury's Dairy Milk», but also other products sold under this brand. Despite the polemical spot opposite opinion surrounding Gorilla since its appearance on television and online, Film Lions jury was told that award this video with «Halo 3" was not difficult.
Aaron Starkman, creative director, Zig Toronto: «We had good arguments for Halo, and gorillas. But television commercials were the eternal rule is a close box. We had to argue and prove that television advertising is more difficult to do something amazing, and Cadbury did it. About half of the time spent on the discussion, we thought about what a victory would send a message Gorillas ».
Paul Warner, founder and ECD, Metropolitan Republic, South Africa: "It is absolutely impressive filming. I think that she made the video clip as an outstanding ».
Craig Davis: «It is a great courage, from my point of view. Spot rejects many of the traditions of advertising sweets. "Gorilla" defied all pretense in this category, and overthrew him, saying that the chocolate - is simply breathtaking pleasure ».
The decision to divide the Grand Prix at the two campaigns was also justified by a large number of excellent works from the "Category B" - Web commercials, interactive and integrated rollers, as well as works to be translated on other screens.
Craig Davis: «After two hours of debate, it seemed to us that it would be unfair to judge all work on the same criteria and select one of them a winner. "Gorilla" was broadcast on television and has been notified in category A, while Halo - a campaign from the Internet ».
It is noteworthy that none of the video applications «mobile film» and «interactive film» did not reach even to the short-list. Craig Davis said that in this area, they could not find anything new, exciting or catchy.
Jury Titanium & Integrated, headed by Mark Tuttselom (Mark Tutssel, Chief Creative Officer of Leo Burnett Worldwide, Chicago USA) has formed a short list of 33 works were named 2 "titanium" and "integrated" winner.
A funny and wildly inventive device campaign, built on a beautiful video, took top honors in the category of Titanium and Integrated Lions.
Uniqlo and Tokyo Agency Projector after his victory in the Cyber went ahead and took Tutanium Grand Prix. Chairman of the jury of this nomination, Mark Tutssel, called the work "a glimpse of the future».
Integrated Grand Prix went to the campaign «Believe» for Halo 3
One took the lion titanium campaign «Million» , a program created by the agency Droga5 for New York City Department of Education. The campaign aims to motivate children to study by the remunerations received on mobile phones.
A second campaign got a Titanium Lion «Black Boy Wanting Water» Belgian agency MortierBrigade for events organized by Studio Brussels «Music for Life Charity Event».
Two Integrated Lions received campaign «Whopper Freakout» (Burger King and Crispin Porter + Bogusky) and «Lead India» (The Times of India and JWT India). The latter has already received as Direct Grand Prix, opening a major victory by India in Cannes.
The fact that the winner of titanium completely "live" in the online environment, was the issue of "formula" category, which argue that it is the most important festival. Not whether it is now reduced to a digital format. One of the jury members, Sergio Valente, president and CEO DDB Brazil, said that it is not. "We do not reward something, only because it is digital. This time we did so, because the work is great Uniqlock ».
Both winners of the nominations came from completely different experiences and approaches. «Uniqlock» - is a widget that shows the model number of retailers in synchronizing time, sound and dance videos. And on the other side of Halo 3, driven by imagination. The story of the last battle, which was expressed in countless media, from television to the network and the Incarnation in the real physical world.
The judges also noted the importance of practicality, demonstrate the operation of Uniqlo and «Million», which failed to qualify for the Grand Prix because of the "lack of fullness," according to the jury. Creative value to the consumer increases in importance behind choice of media, as well as aesthetic and technical value. This is an extremely important moment in the circumstances, when many market participants are trying to replace, or at least move the exploding market of innovative and marketing solutions ekzekyushenom.
Today's winners have suggested that integration, which meant little more than a tick in the check-box in front of media channels, today redefined around the experiences and impressions.
Mark Tutssel: «Now everything is integrated. The level of integration - this is what we were looking for. How it has affected people? And how it was created the most rewarding experience and experience? ».
Agency of the Year was named BBDO New York.
Network, it became BBDO.
Award «The Palme d'Or» , awarded to the best production studios, got MJZ (US).
There were also among the winners of "young creatives" in the category of Film, they began to Argentina, for the movie, buyout, they took off on a mobile phone for the social project MTV Switch.
Transnational company Procter & Gamble was called , the advertiser , Chairman of the Festival prize handed Terry Savage (Terry Savage). Over the past year the company spent on advertising more than $ 8 billion.
via # image1390755
The category Film was presented 4626 works, Titanium and Integrated categories was announced 432 job.
Of these works, the jury nomination Flim, Craig Davis (Craig Davis, Worldwide Chief Creative Officer of JWT London UK) chose the short-list 609 works, including 21 roller was handed "Gold", 33 "Silver" and 52 "bronze" . Works from the United States received 37 awards of different denominations (12, 10 and 15, respectively). This is more than a third of the total, but US leadership was predicted at the stage of the short list: of 609 works exactly one third was represented by US agencies.
ON the 55th Cannes Lions for the first time in the history of the festival in the category of Film was handed just two Grand Prix. The main prize went to the famous «Gorilla» for Cadbury agency Fallon London and web-based campaign for the game Halo 3 TAG agencies and McCann Erickson, which is fed into the new subcategory Internet-Film.
Craig Davis, JWT chief creative officer and chairman of the jury: "Both winners - a phenomenal job. If we would have preferred a different one, it would be frivolous and wrong. Because, in essence, both work equally fantastic ».
Monkey and Master Chief - the two biggest icons of advertising this year, combined with one property. Both are tied to business success. Web-campaign for Halo 3 has a deep content, fully correlated with the entire integrated campaign, the largest and most successful launch in the history of video games. A "Gorilla" exploding branded joy, Cadbury Schweppes has allowed to significantly increase sales not only advertised chocolate «Cadbury's Dairy Milk», but also other products sold under this brand. Despite the polemical spot opposite opinion surrounding Gorilla since its appearance on television and online, Film Lions jury was told that award this video with «Halo 3" was not difficult.
Aaron Starkman, creative director, Zig Toronto: «We had good arguments for Halo, and gorillas. But television commercials were the eternal rule is a close box. We had to argue and prove that television advertising is more difficult to do something amazing, and Cadbury did it. About half of the time spent on the discussion, we thought about what a victory would send a message Gorillas ».
Paul Warner, founder and ECD, Metropolitan Republic, South Africa: "It is absolutely impressive filming. I think that she made the video clip as an outstanding ».
Craig Davis: «It is a great courage, from my point of view. Spot rejects many of the traditions of advertising sweets. "Gorilla" defied all pretense in this category, and overthrew him, saying that the chocolate - is simply breathtaking pleasure ».
The decision to divide the Grand Prix at the two campaigns was also justified by a large number of excellent works from the "Category B" - Web commercials, interactive and integrated rollers, as well as works to be translated on other screens.
Craig Davis: «After two hours of debate, it seemed to us that it would be unfair to judge all work on the same criteria and select one of them a winner. "Gorilla" was broadcast on television and has been notified in category A, while Halo - a campaign from the Internet ».
It is noteworthy that none of the video applications «mobile film» and «interactive film» did not reach even to the short-list. Craig Davis said that in this area, they could not find anything new, exciting or catchy.
Jury Titanium & Integrated, headed by Mark Tuttselom (Mark Tutssel, Chief Creative Officer of Leo Burnett Worldwide, Chicago USA) has formed a short list of 33 works were named 2 "titanium" and "integrated" winner.
A funny and wildly inventive device campaign, built on a beautiful video, took top honors in the category of Titanium and Integrated Lions.
Uniqlo and Tokyo Agency Projector after his victory in the Cyber went ahead and took Tutanium Grand Prix. Chairman of the jury of this nomination, Mark Tutssel, called the work "a glimpse of the future».
Integrated Grand Prix went to the campaign «Believe» for Halo 3
One took the lion titanium campaign «Million» , a program created by the agency Droga5 for New York City Department of Education. The campaign aims to motivate children to study by the remunerations received on mobile phones.
A second campaign got a Titanium Lion «Black Boy Wanting Water» Belgian agency MortierBrigade for events organized by Studio Brussels «Music for Life Charity Event».
Two Integrated Lions received campaign «Whopper Freakout» (Burger King and Crispin Porter + Bogusky) and «Lead India» (The Times of India and JWT India). The latter has already received as Direct Grand Prix, opening a major victory by India in Cannes.
The fact that the winner of titanium completely "live" in the online environment, was the issue of "formula" category, which argue that it is the most important festival. Not whether it is now reduced to a digital format. One of the jury members, Sergio Valente, president and CEO DDB Brazil, said that it is not. "We do not reward something, only because it is digital. This time we did so, because the work is great Uniqlock ».
Both winners of the nominations came from completely different experiences and approaches. «Uniqlock» - is a widget that shows the model number of retailers in synchronizing time, sound and dance videos. And on the other side of Halo 3, driven by imagination. The story of the last battle, which was expressed in countless media, from television to the network and the Incarnation in the real physical world.
The judges also noted the importance of practicality, demonstrate the operation of Uniqlo and «Million», which failed to qualify for the Grand Prix because of the "lack of fullness," according to the jury. Creative value to the consumer increases in importance behind choice of media, as well as aesthetic and technical value. This is an extremely important moment in the circumstances, when many market participants are trying to replace, or at least move the exploding market of innovative and marketing solutions ekzekyushenom.
Today's winners have suggested that integration, which meant little more than a tick in the check-box in front of media channels, today redefined around the experiences and impressions.
Mark Tutssel: «Now everything is integrated. The level of integration - this is what we were looking for. How it has affected people? And how it was created the most rewarding experience and experience? ».
Agency of the Year was named BBDO New York.
Network, it became BBDO.
Award «The Palme d'Or» , awarded to the best production studios, got MJZ (US).
There were also among the winners of "young creatives" in the category of Film, they began to Argentina, for the movie, buyout, they took off on a mobile phone for the social project MTV Switch.
Transnational company Procter & Gamble was called , the advertiser , Chairman of the Festival prize handed Terry Savage (Terry Savage). Over the past year the company spent on advertising more than $ 8 billion.
via # image1390755
