Advertising Agency: Y&R, Sao Paulo, Brazil
Chief Creative Officer: Rui Branquinho
Executive Creative Director: Flavio Casarotti
Creative Director: Rui Branquinho, Alexandre Vilela (Xa)
Copywriter: Pedro Bullos
Art Director: Jose Neto
Illustrator: Marco Cezar
Art Buyer: Monica Beretta, Stephanie Wang
Account Supervisor: Alessandro Cardoni, Sandra Borges, Ticiana Cardoso, Bianca Paulucci
Planner: David Laloum, André Chui De Menezes, Fernando Takey
Media: Gustavo Gaion, Gabriela Ben David
Advertising Agency: BBDO, New York, USA
Chief Creative Officer: David Lubars
Creative Director: Chris Beresford-Hill, Dan Lucey, Danilo Boer
Photographer: Billy Siegrist
Account Supervisor: Troy Tarwater, Brad Groves, Janelle Van Wonderen, Nick Robbins
Agency Producer: Mona Lisa Farrokhnia
Art Directors: Danilo Boer, Dan Lucey
Copywriter: Chris Beresford-Hill
Dir. Of Integrated Prod: David Rolfe
Advertising Agency: AlmapBBDO, São Paulo, Brazil
Chief Creative Officer: Marcello Serpa
Executive Creative Director: Luiz Sanches
Creative Director: Bruno Prosperi, Renato Simões
Copywriter: Renato Simões
Art Director: Bruno Prosperi, Tiago Pinho
Photographer: Marcus Hausser, Banco De Imagens, Getty Images, Shutterstock
Art Buyer: Teresa Setti, Paula Feijo
Account Supervisor: Gustavo Burnier, Filipe Bartholomeu, José Lopes, Isabela Crepaldi, Johana Quintana
Advertiser’s Supervisor: Artur Martins E Tiago Lara
Planner: Cintia Gonçalves, Sergio Katz
“Volkswagen City Emergency Break. Automatically stops you car between 5 and 30 km/h.”
Advertising Agency: Adam&Eve DDB, London, United Kingdom
Executive Creative Director: Jeremy Craigen
Copywriter: Aidan Mcclure/Laurent Simon
Art Director: Aidan Mcclure/Laurent Simon
Illustrator: John Rogers
Art Buyer/Head Of Print: Daniel Moorey
Account Supervisor: Josh Davoren
Advertiser’s Supervisor: Jason Lusty
Account Manager: Jonathan Hill
Agency Producer: Stuart Cameron
Designer: Pete Mould
RESULTS AND EFFECTIVENESS
The client was surprised by the results of the campaign. UTEC applications in 2013 increased considerably; they were up by 38% from the previous year. That means that students got the message. In addition, the billboard is helping hundreds of families that didn’t have access to pure drinking water. We produced more than 9450 liters of drinkable water in 3 months.
CREATIVE EXECUTION
For this type of campaign the media team understood that the selection of the location was fundamental to the success of the project. The location should include aspects such as: high-impact, high traffic and good visibility. And the most important factor to consider in this project was that the billboard has to be in a desert area, whereby the lack of drinking water is a huge problem. We found that Bujama, a district located south of Lima, was the ideal place. Coinciding with being not only a desert area, the city is also situated next to the highway where thousands of young students drive- through during the summer season to go to the beaches. Since it was a low-budget campaign the principal medium used was the billboard, but the idea spread with lots of spontaneous publicity in every media. So, we were able to get young people to notice the billboards.
INSIGHTS, STRATEGY AND THE IDEA
With the application period for 2013 nearing, UTEC, The University of Engineering and Technology, needed a solution to get students interested in applying for the engineering programme. Nowadays, getting a teenager’s attention is quite difficult even for brands in the entertainment industry like PlayStation – and so, imagine being an Engineering University trying to gain interest from youths. The University of Engineering and Technology believes the world can be changed through engineering, so we decided to start by changing our city. To attract students’ attention during the application period and having in mind that Lima is the second largest desert capital in the world (so the lack of drinkable water is a huge problem) UTEC and the agency designed and built a special billboard: ‘THE WORLD’S FIRST BILLBOARD THAT PRODUCES POTABLE WATER OUT OF AIR.’
Advertising Agency: Mayo DraftFCB, Lima, Peru
Art Director: Juan Donalisio
Copywriter: Alejandro Aponte
Creative Director: Juan Donalisio, Alejandro Aponte,
Chief Creative Officer: Humberto Polar
BRIEF
South Korea has recorded the highest suicide rate in the OECD for the eighth year running. (OECD Health Data 2012)
Over 15,000 commit suicide in just one year, which is an average of 43.5 deaths per day.
(2011 National Statistics Office)
Suicides are especially frequent near the bridges over the Han River in Seoul.
And among the 23 bridges, the ‘Mapo Bridge’ has the highest number of suicides.
(Out of the 1090 suicides committed on a Han River bridge, 17.2% – or 188 suicides – happened on the Mapo Bridge)
PROMOTION DEVELOPMENT
First, we installed sensors on the guardrails, so that when people walked by, lights turned on according to their movements. On the lighted rails appeared short messages, making it seem as if the bridge was speaking to the passers-by. The 20 or so messages that were shown were not warnings or teachings, but rather kind words, comforting song lyrics, funny jokes, and other phrases that would speak to the anxious and confused minds of those attempting to end their lives.
Our intention was to have the pedestrians keep reading the messages that were shown throughout the 2.2km of the Mapo Bridge through the ‘Bridge of Life’ installation, and eventually walk all the way to the other end without realizing it.
RESULTS
Since the opening of the Bridge of Life on Sep 26th, 2012, until today (Dec 20th, 2012),
the suicide rate has dropped by 85%.
The Bridge of Life has received widespread national coverage on TV and in newspapers with 177 reports, as well as global coverage in 8 different media (Reuters, Voice of America, China TV The Tokyo Times, etc.). About 11,000 posts about the Mapo Bridge have been shared on social networks, of which 92% are positive, and the brand image of Samsung Life Insurance has improved by 110%.
RELEVANCY TO PRODUCT/SERVICE
The brand slogan of Samsung Life Insurance, the #1 insurance company in Korea, is ‘People, Love’. Could there be any greater love than saving a person’s life?
Our idea to stop and prevent the suicides on the Mapo Bridge was not installing a physical device to hinder the suicides, but to create an interactive bridge that would change the people’s minds through communication and a human touch.
Advertising Agency : Cheil Worldwide, Seoul, South Korea
Chief Creative Officer: Jeongkeun Yoo
Executive Creative Director: Thomas Hongtack Kim
Creative Director: Joohoon Lee Cheil Worldwide
Art Director: Hyungkyun Oh, Jaeyeon Kim, Minjoo Kim, Jiyeon Choi, Jinwoo Ryu, Chaehoon Lee
Copywriter: Youngjun Kim, Yukyung Joo, Yongkyu Choi, Jieun Park
Account Director: Jungho Park
Account Executive: Kyungtae Kim, Inyoung Lee
Advertising Agency: Duval Guillaume, Belgium
Executive Creative Directors: Geoffrey Hantson, Katrien Bottez
Copywriter: Vincent Daenen
Art Director: Kristoff De Prins
Digital strategy: Kris hoet, Maarten Vanherck
Account Director: Elke Janssens
Account Executive: Nick Gorrebeeck
Agency Producer: Marc Van Buggenhout
Production: Company Caviar
Director: Tom Willems
Producers: Leslie Verbist, Audrey Dierickx
This is how mobile allowed football fans to be instrumental in their team’s success:
2 years after the Arab Spring, tension amongst the Tunisian remained. For security reasons, the Government decided that all professional Football League games had to be played without any audience in stadiums, forcing teams and their fans into a frustrating long distance relationship.
At the end of a football season with average results, Tunis team C.S Hammam-Lif faced a critical situation. Ties with their fans had eroded, and the most important game of the year approached: the deciding moment whether C.S Hammam-Lif stayed in the league or not. The team really needed its fans back.
Idea: We created the 12th Man App and brought back fans into the stadium. The 12th Man is a downloadable mobile application that connects every fan to 40 speakers placed inside the stadium.
The app enables them to support their team while watching the game live on TV.
A simple tap on sound icons is instantly turned into powerful support: cheering, clapping, drumming, singing… The more people press, the louder the sound in the stadium.
The 12th man app turned phones, which were only used to talk about games, into a tool to influence the result of the game. By merging two screens and linking fans to stadiums, we empowered them again. Vice versa, the app gave C.S Hammam-Lif the support it needed to win the crucial game and positioned the club as one that truly cares about its fans, keeping them involved in the game against all odds.
A virtual experience turned real and made football an event again.
Results: The 12th Man app made Headline news. It allowed 93.100 fans to recreate a cherished experience they were being denied. 1.2m people watched the game on TV. Energized by the support of their fans, C.S Hammam-Lif won by 1-0, securing their place in the league. 1.2m others watching the game. If you’re a football fan, you can probably agree: the 12th man app saved the meaning of life.
Up next: the Tunisian Handball and Basketball League.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
