Advertising Agency: Grabarz & Partner, Hamburg, Germany
Creative Directors: Christoph Stricker, Thomas Dempewolf
Art Director: Matthias Preuss
Copywriters: Tim Bange, Joshua Mackowiak
Chief Creative Officer: Ralf Heuel
Managing partner: Thomas Eickhoff
Group Head Creation: Mathias Lamken
Agency supervisor: Julia Wilhelm
Agency producers: Judith Uhrlau, Henriette Ahrens
Production company: COBBLESTONE
Executive Producer: Philipp Schmalriede
Junior Producer: Daniel Mittwede
Production Assistant: Svenja Widegreen
Director: Jonas Arnby
DOP: Niels Thastum
Editor: Moe Bakhshipour
Every year, the Association for the Promotion of French Advertising organizes an open house day, and invites students to visit different Agencies. JWT Paris made this day special and did more than just a simple visit of the agency: It opened the doors to its network! And gave students the opportunity to land an internship outside France. On april 26th, 50 french advertising students were video interviewed one after the other by one of 5 JWT executives around the world (Sydney, Shanghai, NYC, Tunis, Madrid).
Advertising Agency: JWT, Paris, France
Art Directors: Chrystel Jung, Nathan Brunstein
Concept: Peggy Malmaison
The first step in the fight against cancer is believing in the cure. But chemotherapy treatment is difficult, especially for a child. To help them believe, JWT worked with the A.C.Camargo Cancer Center and another client of the agency, Warner Bros., to create an idea capable of changing their negative perception of the treatment:
Transform the chemotherapy into a “Superformula.”
To this end, covers for intravenous bags were constructed based on characters from the Justice League, creating, for the first time, a child-friendly version of the treatment.Co-developed with doctors, the covers are easy to sterilize and handle and meet all hospital hygiene standards. To give these covers a more powerful meaning, the agency started to produce a special series of cartoons and comic books in which the superheroes go through experiences similar to those of kids with cancer, and recover their strength, thanks to this “Superformula.”
An experience that went far beyond the covers by also providing a new look to the entire Children’s Ward: the game room was turned into the Hall of Justice, corridors and doors were decorated in the same theme, and the exterior acquired an exclusive entrance for these little heroes.
An idea which, since it has been up and running, is helping the children in their own struggle against one of the real world’s greatest villains.
Advertising Agency: JWT, Sao Paulo, Brazil
CCO: Ricardo John
Head of Art: Fabio Simões
Creative Director: Hernan Rebalderia, Santiago Dulce
Art Director: Guilherme Sakosigue
Copywriter: Fabio Ozorio
Account Team: Luciana Rodrigues, Yves Rodrigues
Planing: Fernand Alphen, Isabella Mulholland, Stella Pirani
Media: Aline Moda, João Dabbur, André Sanchez
Advertiser Supervisor: Irlau Machado Filho, Adriana Seixas Braga, Luciana Del Nero
Broadcast Director: Marcia Lacaze
Art Buyer: Paula Ferrari
Graphic Producer: Flavio Schaefer, Flavio Colella
Photographer: Regis Fernandez
Animation Production Company: Vetorzero
Executive Production: Eliza Flores
Director: Andre Sernaglia
C0-Director: Marcelo Fahd
Illustration: Marcelo Fahd, Felipe Kimio, Fernando Ricciopo
Animation: Fernando Ricciopo
Pos Production – Animation: Fernando Ricciopo, Marcelo Akira
Videocase Prodction Company: HungryMan
Director: Gualter Pupo
Mounting: Ricardo Mehedff
Sound Production Company: Shuffle
Videocase – Finishing: HungryMan
The use of helmets among skaters is very rare: about 1 in ten lovers of the sport use the safety equipment. That’s because, for them, there’s nothing better than feeling the adrenaline, the freedom and the wind in their hair. With that in mind, Tribo Skate magazine created a fun campaign to get the attention of those who trade safety for style and to encourage the use of helmets, it launched the Brave Peruke. In the action, which was backed by DDB Brasil, the skaters wore special helmets with hair and different hair dos. The action is present in the biggest parks of São Paulo and surrounding cities for the skaters to use. The best pictures will be featured in the magazine. The tagline seals the idea: Real freedom is to ride with safety.
Advertising Agency: DDB, Brazil
Creative Director: Marco Versolato, Gustavo Victorino, André Faria
Art Direction: Mozar Gudin, Pablo Blass
Copywriter: Tomas Correa, Leandro Custo
Account Services: Tania Pena, Caroline Pintarelli, Paula Calabró
Project Director: Denis Gustavo Alves
Photographer: Sérgio Prado, Kauê Uema
Art Buyer: Clariana Costa, Daniela Strang
Graphic Production: Clariana Costa, Anelito Nobrega
Printing: Fusão, Sandice, Mascarenhas & Mello
Advertiser: Cesar Gyrão, Junior Lemos
Production: Trator filmes
Director: Alex Miranda
Advertising Agency: Salles Chemistri, Sao Paulo, Brazil
Creative Directors: Hugo Rodrigues and Alessandro Cassulino
Creation: Alessandro Cassulino, Alexandre Abrantes, Rodrigo Panucci and Sérgio Matsunaga
Account team: Marcos Vinício Pizzetti, Paula Schubach, Elis Adami and Anabelly Cardoso
Media: Silvia Tajiki e Marilia Rosati
RTVC: Tato Bono and Mayane Milinavicius
Producer: Trator Filmes
Directing: Alex Miranda and Daniel Baccaro
Photography: Ricardo “Toddy” Miranda
Executive Producers: Gabriela Lemos and Igor Ferreira
Editing: Renan Adukas
Post-Production: Trator Filmes
Final Artwork: Danilo Koshimizu
Audio Producer: Jamute
Approval: Astrid Vasconcellos
Not every music fan reads Billboard Magazine, but every music fan has music on their phone, so we created a magazine dispenser that gives away a free magazine if you prove you are a fan of the artist on the cover of Billboard Magazine. How? Using your phone. If you’re a fan of the artist on our cover, plug your iPhone into the Fan Check Machine and let it analyze your music library (NO APP NEEDED). If the machine finds more than 20 songs by the artist on the cover of Billboard, you get the magazine for free.
Samsung has an objective to open more 300 stores around Brazil in 2013, bringing the technology and innovation even closer to the costumers. Considering that, Cheil Brazil created the “Reminder Wall”. Sticky Notes were placed on the wrapping in front of the Samsung stores that are going to be launched. The word “FUTURE” is designed with all these paper blocks. Each note that the visitor takes off has the message: “A new Samsung store is coming. Don´t forget it.”. Take a look at the video.
Advertising Agency: Cheil, Brazil
Creatives: João Gabriel Gragnani, Marcelo Ferreira
Creative Director: Maurício Machado
Accounts: Marcelle Fuoco, Cesar Arantes, Marcus Nakata
Account Director: Fernando Silva
RTVC/Art Buyer: Fabíola Camilo
Graphic Producer: Marcos Tsuda
Approval: Ana Okamoto e Demetrius Oliveira
Production Company: Coala Filmes
Director: Cesar Cabral
Producer: Anália Tahara e Stephanie Saito
Editor: Rodolfo Lofredo
Advertising Agency: DDB, Paris, France
Executive Creative Director: Alexander Hervé
Copywriter: Francis Pluntz
Art Director: Francis Pluntz
Account Supervisor: Vincent Léorat, Nicolas Kabassakalis
Advertiser’s Supervisor: Antoine Michel
Prod Compagny: Depth Digital
Director: Kentin Denoyelle, Raphael Ghisalberti
Post Production: Stripes
Sound Production: THE
Advertising Agency: Herezie, Paris, France
Executive Creative Director: Andrea Stillacci
Planner: Luc Wise
Copywriter: Maurice Beau
Art Director: Maurice Le Sauce
Artists: Andreas Thoneick, Stephan Lozza, Ragnarök
Photographer: Maxime Bonan
Agency Producer: Barbara Vaira, Louise Trojani
Music: Hugo Letexier
Advertising Agency: Leo Burnett, São Paulo, Brazil
Chief Creative Officer: Marcelo Reis
Executive Creative Director: Guilherme Jahara
Creative Director: Rodrigo Jatene
Copywriter: Caio Lekecinskas
Art Director: Rafa Oliveira
Advertising Agency: Publicis Brussels, Belgium
Creative Director: Paul Servaes
Art Director: Geert De Rocker
Copywriter: Tom Berth
Account director: Francis Lippens
Account manager: Julie Oostvogels
Advertising Agency: dim&canzian, São Paulo, Brasil
Chief Creative Officer: Michele Dim D’Ippolito
Chief Media Officer: Marcio Canzian
Creative Director: Michele Dim D’Ippolito, Gabriel Araujo, Bruno Salgueiro
Art Director: Thiago Nabisco, Wanslez Quaresma, Bruno Salgueiro
Copywrite: Samuel Segatelli
Diretor: Marcos Alberti
Sound Design: Shuffle Áudio
Producer: Murilo Moura
Planner: Samantha Barbiere
Editor: David Donato
Editor: Teisson Froes
Challenge
Smart by Mercedes is a perfect car for a big city with huge parking problems. In Moscow, it takes an average of 19 minutes a day for a driver to find a parking place. Yet people still try to squeeze their mid-to-large cars into limited places. Our objective was to show reluctant consumers that the Smart is an best car for parking in the big city. The task was to drive the audience’s interest in Smart by demonstrating its amazing parking abilities. The results were to be measured by hotline calls and test drive applications.
Solution
We involved a city-wide chain of corporate self-service cafeterias called Cafetera. There are 18 Cafeteras in Moscow’s biggest business centers (total daily audience 10 000 people), a bulls-eye hit into the target audience: upper middle class white collars. The lines in Cafeteras during lunch hours are as terrible as the parking situation around them.
Idea
We noticed that just a simple 900 turn of a tray will increase the number of trays on the counter by 50%. And this is exactly how it feels to park a Smart. A simple sticker on a tray turned it into the simplest test drive ever – the effect of Smart parking is visible immediately, on the counter.
Results
Total people reached by the message: approx. 9000
Hotline calls increase vs. planned: 186%
Smart Test Drive online applications coming from Smart Twist vs. classic media ads: 26:1 ratio
Total people applying for a test drive: 85 – 250% increase vs. the monthly average
Conversion rate 70% – people applying for a Test Drive vs QR code readings
Cafetera lines efficiency increase during the promo: 38%
Advertising Agency: BBDO, Moscow, Russia
Chief Creative Officer: Igor Lutz
Creative Director: Mihai Coliban
Copywriter: Victor Lander, Evgeniy Gavrilchenko
Art Director: Konstantin Tokarev
Producer: Valery Gorohov, Anna Chernaya, Denis Shushin
Account Supervisor: Christina Tancher, Anna Sokolova,
Advertiser’s Supervisor: Ekaterina Geraseva
Account Manager: Yana Bader
Producer P.P.C.M Enterprise: Daria Yastrubitskaya
Director P.P.C.M Enterprise: Avdotia Alexandrova
Graphics&Animation P.P.C.M Enterprise: Timofey Alexandrov
In Mexico car accidents caused by women while making up and driving are very common. Thinking about their own safety and others, MINI created this campaign to raise awareness among woman drivers, demonstrating that there is a better place to make up than your car.
“There’s a place for everything. Don’t makeup & drive.”
Advertising Agency: Publicis, Mexico
Worldwide Creative Director: Erik Vervroegen
Executive Creative Director: Héctor Fernández
Creative Director: Jessica Apellaniz, Luis “Madruga” Enríquez
Associate Creative Director: Christian Santacruz “Pimpon”
Children with special needs struggle to communicate. The children at the Al Manzil School for special needs were trying to reach out to the world through art. Conversations, a unique exhibition of their paintings GAVE THEM A PLATFORM TO ESTABLISH A DIALOGUE WITH THE WORLD while giving an opportunity to the world to COMMUNICATE BACK. A simple device enabled people to listen to what the child had to say, and then record their response, thus completing the conversation. An integrated communication approach using different mediums raised awareness. The facebook app allowed the Conversations to continue well beyond the event. As a result, the event garnered over 3000 patrons and helped raise over 225,000 dirhams. But since our task was more than just achieve numbers, the real reward came in the form of joy and happiness the children felt when they heard those priceless words of encouragement. Conversations is now a permanent platform that will continue to showcase the artistic talents of these children, making them feel EXCEPTIONAL rather than an exception.
Protoleaf is a Japanese gardening soil brand. Concerns about nuclear radiation from Fukushima had caused consumers to question soil safety â even in store-bought products. We wanted to let our stakeholders, including consumers and trade, recognize the surprising quality and safety of the product.What if the soil was so safe, you could actually eat it? To showcase our soil quality and safety, TBWAHAKUHOD opened “The Soil Restaurant” with a Michelin 3-star chef who created a full course meal using Protoleaf Soil as the main ingredient. The restaurant was open to the public and charged $110 per person.
Customers and Media ate it up: The Soil Restaurant was widely reported on in Japan, and the news spread to over 20 countries globally, including features on CNN and the Discovery Channel. With zero media investment, we clearly demonstrated the product safety to the world. Total free media exposure amounted to approximately US$8,900,000. As a result, consumers felt safe to buy soil again, and sales surged 130% versus the previous year. People could return to gardening and producing their own food.
Advertising Agency: TBWA\Hakuhodo, Tokyo, Japan
Executive Creative Director: Kazoo Sato
Creative Director: Tomoki Harada
Copywriter: Tomoki Harada, Chino Yamaguchi
Art Director: Keisuke Shimizu, Nozomi Imaoka
Benefit Cosmetics placed their Temptation Telephone in Central London for one day only. Those brave enough to answer were rewarded with a once in a life time experience with unsuspecting members of the public taking to the stage at one of London’s most iconic venues, Café de Paris. Singing the Whitney Houston classic “I Wanna Dance With Somebody” in front of a packed house and accompanied by a live band. Where will the temptation telephone ring next and are you brave enough to answer?
Advertising Agency: Inkling, London, United Kingdom
Creative Directors: David Proudlock, Will Parkinson
Director: Charlie Inman
Copywriter: David Proudlock
Editor: Tim Symes
Colourist: James Willett
Sound: Jon Clarke
GFX: Alistair McColl
Advertising Agency: Agencia Africa, Brazil
Chief Creative Officer: Sergio Gordilho
Creative Directors: Sergio Gordilho, Aricio Fortes, Paulo Coelho
Copywriters: Aricio Fortes, Rodrigo Da Mata
Art Directors: Paulo Coelho, Rafael Gil, Iron Brito
Planning: Ana Cortat
Client Services: Marcio Santoro, Cecilia Duarte, Manuela Ramalho, Marina Damato
Media: Luiz Fernando Vieira, Evandro Soares
Digital Strategy: FHits, UQBAR
The final qualifier for the World Cup – a must-win to earn a World Cup berth. As an official sponsor and supplier, adidas Japan K.K. wanted to turn the event into an opportunity to make a connection with its audience using the unifying theme of football. The objective was to create an event that Unites and Engages football fans throughout Japan in support of their national team and generate dynamic connections among football fans in support of their team.
Advertising Agency: TBWA\HAKUHODO, Japan
Executive Creative Director: Kazoo Sato
Associate Creative Director: Takahiro Hosoda
Copywriter: Motonori Sugiyama
Art Director: Hirohumi Nakajima, Keisuke Shimizu
Experience Designer: Kaname Aratame
Production Company: ROBOT Communications
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