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Media Grand Prix takes away to Sweden agency Forsman & amp; Bodenfors
The Swedes won the highest award for multimedia advertising, which made young people think and talk about pensiyah.Shvedskoe agency Forsman & Bodenfors and their client AMF Pension won the Grand Prix in the category MEDIA Cannes International Advertising Festival for his work, convinced that the young members of the Swedish interactive thinking society about his own age, and ERISA. The same agency has received the title of Media Agency Of The Year.
"Retirement benefits - rather boring topic for most people, especially for young people," commented Dominic Proctor, president of the jury and the head of the agency MindShare. "The winner has used the old and new media, everything was connected together very logical, too, was the performance level».
The jury also appreciated the insight of the campaign and the fact that the active working youth, who are the target audience, has been involved in the communication process with mobile media. For example, they send their photos, share them, making the entire photo gallery.
AMF Pension Campaign began with the TV commercial that shows a young Swedish celebrities in old age, and urged people to send in their photographs, they were subjected to digital processing and showed how a person will look like in 70 years. In outdoor advertising faces on billboards changed since the young to the old, depending on the angle at which they were looking. Online advertising also urged people to send their photos to a glimpse of his old age. A total 322,946 photos sent, and awareness of the pension fund grew by 33%.
Niclas Froberg, a jury member from Sweden and head of the agency Tre Kronor Media Stockholm, said that 15% of the target audience in his small country one way or another interact with the brand.
Mr. Proctor also said that after an hour meeting on the Grand Prix, he crossed his fingers, believed that the majority of votes will be the winner of this very work. And she won.
Media jury was quite stingy with gold awards in this year, but the salad billboard for McDonald they liked so much that they awarded him two golden lions of the five - for the best use of the outdoor and retail / e-commerce.
"Billboard was used simply unique, and the design was such that caused a huge public attention to themselves," says Dominic Proctor. "Despite the fact that it was only one billboard in the same city, in the salad sector experienced an incredible rise in sales».
According to the company, sales of McDonald's salads have grown by 30%, the total number of salads sold during the campaign has exceeded 500 000.
Mr. Proctor said that about half of the 2 000 applications were submitted by creative agencies, and not from the media. Media agency MindShare is a partner of the Grand Prix of the festival, but it was not stated in the creative GROUP, since the application came from the creative agency Forsman & Bodenfors in Gothenburg.
"We better get creative agencies with festivals," he says. But in the future he expects more media agencies among the participants, a joint application from the creative and media agencies.
Mr. Proctor added that the boundaries between what makes creative, media, digital and promotional agencies are erased, and it obviously will be the theme of the festival this year. Agencies often find it difficult, in which category to declare this or that campaign, and often they get prizes for the same job in different categories.
Agency of the United States got 7 out of 54 Media Lions (excluding Grand Prix), including two of the five Zsolt lion, two silver and three of the 17 bronze of 32.
Gold Lions
Silver Lions
Bronze Lions
via # image6001205
"Retirement benefits - rather boring topic for most people, especially for young people," commented Dominic Proctor, president of the jury and the head of the agency MindShare. "The winner has used the old and new media, everything was connected together very logical, too, was the performance level».
The jury also appreciated the insight of the campaign and the fact that the active working youth, who are the target audience, has been involved in the communication process with mobile media. For example, they send their photos, share them, making the entire photo gallery.
AMF Pension Campaign began with the TV commercial that shows a young Swedish celebrities in old age, and urged people to send in their photographs, they were subjected to digital processing and showed how a person will look like in 70 years. In outdoor advertising faces on billboards changed since the young to the old, depending on the angle at which they were looking. Online advertising also urged people to send their photos to a glimpse of his old age. A total 322,946 photos sent, and awareness of the pension fund grew by 33%.
Niclas Froberg, a jury member from Sweden and head of the agency Tre Kronor Media Stockholm, said that 15% of the target audience in his small country one way or another interact with the brand.
Mr. Proctor also said that after an hour meeting on the Grand Prix, he crossed his fingers, believed that the majority of votes will be the winner of this very work. And she won.
Media jury was quite stingy with gold awards in this year, but the salad billboard for McDonald they liked so much that they awarded him two golden lions of the five - for the best use of the outdoor and retail / e-commerce.
"Billboard was used simply unique, and the design was such that caused a huge public attention to themselves," says Dominic Proctor. "Despite the fact that it was only one billboard in the same city, in the salad sector experienced an incredible rise in sales».
According to the company, sales of McDonald's salads have grown by 30%, the total number of salads sold during the campaign has exceeded 500 000.
Mr. Proctor said that about half of the 2 000 applications were submitted by creative agencies, and not from the media. Media agency MindShare is a partner of the Grand Prix of the festival, but it was not stated in the creative GROUP, since the application came from the creative agency Forsman & Bodenfors in Gothenburg.
"We better get creative agencies with festivals," he says. But in the future he expects more media agencies among the participants, a joint application from the creative and media agencies.
Mr. Proctor added that the boundaries between what makes creative, media, digital and promotional agencies are erased, and it obviously will be the theme of the festival this year. Agencies often find it difficult, in which category to declare this or that campaign, and often they get prizes for the same job in different categories.
Agency of the United States got 7 out of 54 Media Lions (excluding Grand Prix), including two of the five Zsolt lion, two silver and three of the 17 bronze of 32.
Gold Lions
Silver Lions
Bronze Lions
via # image6001205
All bronze winners of Cannes Lions 2008 Outdoor (tired hand shake)
Outdoor Lions. BBDO New York got another Grand Prix (updated)