Hasta La Creative!

In Turkey awareness and participation of Earth Hour still remains as a big issue. Some people are not interested at all; others who seem to be interested are not willing to spend one long hour in the dark. And today people in general are not willing to do any kindness without waiting anything in return. We needed to motivate people by showing them that no good intent in life remains unrewarded and spending one hour in the dark may not be that boring after all. We prepared a big surprise that can only be experienced during Earth Hour. The idea behind it was to reward people for their participations. People who switch off and enter our web site during Earth Hour had the chance to watch surprise videos from 22 top celebrities. The content of the videos were quite exciting since celebrities did performances that they never did before.

Advertising Agency: Leo Burnett, Istanbul, Turkey
Creative Directors: Onur Ayl?, ?dil Ako?lu
Art Director: Merve Abayo?lu
Copywriter: Yasemin Aze Macun
Additional credits: Offline Production

The euglena company was trying to solve world’s food & energy shortage problems by developing various euglena products. However, in Japan, nobody knew about the big potential of euglena and, to make things worse, many Japanese misunderstood euglena as a”worm,” like this, as its Japanese name is “green worm.” As a result, Euglena was considered to be a weird company that makes Food and fuels out of worms. To correct this wrong perception, we’ve placed a special device called “the entrance quiz”, at the front desk of the company.

Advertising Agency: Dentsu, Tokyo, Japan
Creative Director: Yoji Sakamoto, Yoshikatsu Miyasaka, Norihito sako, SatoshiTakasugi, Hirofumi Hayashi, Kazuki Tsuburaku
Producer / Technical Director: Yugo Tonegl
Designer: Daisuke obana
Advertiser’s Exective Supervisor: Mitsuru lzumo
Advertiser’s Supervisor: Yoshio Oki, Takuyuki Fukumoto
Adveniser: Akihiko Nagata, Shunsuke Sato, Takehiro Yasui, Shunsuke Kanatoko, Kumiko Morie
Director: Keiiu okuhira (Flag)
Sound Design: Atsushi Shimomura (Sosa Co./Ltd)

Advertising Schoool: ESPM, São Paulo, Brazil
Art Director: Augusto Antunes
Copywriter: Raphael Valenti
Motion: Thiago Ogoshi

Nissan needed to boost test drives in Dubai on a banner-sized budget and attract new drivers. We looked to Dubai’s population of expats arriving daily and saw they shared the same challenge: finding a new home and buying a new car. So we teamed up with the most popular house-hunting site in the region and gave its search capabilities an upgrade – with a new media format. The HouseHunter Test-Drive ‘talks’ to the website’s search engine. When you search for a home, it matches your residence, budget range, selected neighborhood and family size with the Nissan for you.

Advertising Agency: TBWARAAD, Dubai, UAE
Head Of Digital: Preethi Mariappan
Interactive Art Director: Felipe Galiano
Sr. Content Strategist: Melanie Clancy
Sr. Interactive Art Director: Rafael Guida
Graphics / Motion Designer: Juan Behrens
Sr. Flash Developer: Sarabjeet Singh
Account Director: Bassam Ayass
Account Executive: Iman Al Shaybani

Conferencias Publicitarias is an independent community with over 8000 members (…and counting!). We contact the most important ad people in Colombia and Latin America to give talks for free. Here, we made a humble tribute to relive the words of great advertising men, now dead. If you want to hear the living ones, follow us every week.

URL: http://www.lookingforadvice.net/

Advertising Agency: Tribal DDB, Colombia
Executive Creative Officer: Rodrigo Bolívar
Copywriter: Alexander Pineda
Engineering: Nicolás Saldarriaga
Web Design: Mauricio Zambrano, Andrés Zorro
Social Media: Rodolfo Velásquez

Advertising Agency: JWT, Poland
Creative Director: Mariusz Pitura
Copywriters: Mariusz Pitura, Radek Dudzic
Art Director: Michal Sek

Advertising Agency: Tribal DDB, Tel Aviv, Israel
CEO: Tsipi Olinover.
Supervisor: Limor Baruch-el
VP Creative: Nadav Raviv
Social & new media: Aviran Menir
Studio Manager: Oren Bar
Art Direction: Adi Ron

Brief: Renault Netherlands asked Dorst & Lesser to develop a campaign to promote the Renault Netherlands Facebook page. The purpose of the campaign – and the Facebook page – was to reach (potential) Renault drivers and motivate them to actively engage with social media. Dorst & Lesser is responsible for the management of the Renault Facebook community, so the agency is aware that classic Renaults inspire tremendous enthusiasm.

The campaign: The story of Grandma Hilda and her Renault 4 was featured on the Facebook page for a month. Grandma Hilda loved the Renault 4 and drove one all her life. When she got to the point where she felt too old to drive, her car was simply left sitting in her garage. Grandma Hilda wanted someone else to have the pleasure of driving her Renault 4, so she offered it on the Renault Netherlands Facebook page. There was just one problem: Grandma Hilda had lost the key. Facebook users were invited to look around Grandma Hilda’s house and place a tag in the area where they thought the missing key was to be found. The person who placed a tag closest to the missing key would win the classic Renault.

How the campaign worked: Facebook fans could respond to the campaign from 5 to 30 April 2012. They were led into Grandma Hilda’s living room and could examine the room from 360 degrees. They could also click through to Grandma Hilda’s garage and kitchen. They could look all around the house and then place a single tag in the area where they thought the missing key was to be found. Every week Grandma Hilda gave a clue that helped to narrow down the search. There were a total of four tips that gradually revealed the location of the key. The Facebook fans who responded to the campaign could change the position of their tag during the course of the campaign. During the final phase of the campaign the story continued. First it became apparent that the key was not in Grandma Hilda’s kitchen. Then it became clear that the key must be somewhere in the garage. The exact coordinates of the location of the key were finally determined and the key was found next to the window in the garage. The tag closest to Grandma Hilda’s key was created by Jan Dijkema from Groningen, who was the lucky winner of the Renault 4.

Results: The Renault Netherlands Facebook page was set up by Dorst & Lesser at the beginning of 2011. A year later the page had precisely 50,000 fans. The recent Grandma Hilda Facebook activation campaign was the most effective promotion. By the end of the campaign no less than 10,293 unique tags had been placed in Grandma Hilda’s house. During the course of the campaign the number of fans on the Facebook page increased by 27,930, which doubled the number of fans. At the same time the campaign also created a lively dialogue between Renault Netherlands and the target group.

Advertising Agency: Dorst & Lesser, Amsterdam, Netherlands
Creative Directors: Robert Withagen, Niels Verhoeven, Niels Oude Luttikhuis
Online Creative: Fabienne van Acquoy
Copywriter: Birgit Zuurveld
Additional credits: Jutta Vermeijs, Jos van den Bergh

Idea description: The task was to demonstrate IKEA kitchens, inspire people with features and smart solutions for everyday living. Solution: We created an interactive story online where visitors could travel through the kitchens by transmigrating from one character to another and see functional features from different perspectives: with the eyes of a grandma, a three-year-old, a cat and even a fly. Result:
In the first five months
22,168 visitors took a dive in aquarium by transmigrating into a fish;
87,204 slept on the kitchen floor by transmigrating into a dog;
28,321 flew in the kitchen as a fly;
65,480 performed a kitchen dance;
mixed 70,711 cocktails
and discovered 853,614 IKEA kitchen features.

Advertising Agency: BBDO, Russia
Internet agency: B-Reel
Creative directors: Roman Firainer, Yaroslav Orlov
Digital Creative Director: Kolya Fabrika
Copywriter: Yaroslav Orlov
Art director: Roman Firainer
Designer: Maksim Demkin
Multimedia-designers / programmers: Actionfilm

Advertising Agency: NBS, São Paulo, Brazil
Creative Directors: André Lima, Pedro Feyer, Miguel Genovese
Art Directors: Claudia Monteiro, Jonas Kühner
Copywriters: Miguel Genovese, Andrea Lobato, Sidney Freitas
WebDesign / Web Production: Miguel Pacheco
Creative Technologist: Drausio Tronolone