Por: . 23 de Junho de 2015
Brazil won 12 Lions in Promo & Activation: three gold, four silver and five bronze. We have improved our performance in this category compared to 2014, when we've got nine Lions only.
Bellow the Brazilian winner works:
Security Moms – Sport Club do Recife – Ogilvy – 2 Gold Lions
Nivea Doll – Nivea – FCB – 1 Gold Lion, 1 Silver and 1 Bronze
Print for help – HP – FCB – 1 Silver Lion and 1 Bronze
Masp Loosers Fress Pass – Masp – DM9DDB – 1 Silver Lion
Cartoon Helpline – GRAAC – Ogilvy – 1 Silver Lion
IBM bicoin rain – IBM – Ogilvy – 1 Bronze Lion
The contagious billboard – Café Cacique – Lew Lara – 1 Bronze
Skip Ad Festival – Sony – Publicis Brasil – 1 Bronze
Our judge in category Promo & Activation is Julio Anguita, Babel's president.
Brazilian highlights were "Security Moms," Ogilvy for Sport Recife, who won two Golds, and "Nivea Doll", the FCB for Nivea, with a Gold, a Silver and a Bronze. Another piece with more than one award was "Print for help" in the same FCB for HP, with a Silver and a Bronze.
The jury handed out two more Silvers to Brazil with "Loosers Fress Pass", the DM9DDB to MASP, and "Cartoon helpline," Ogilvy to Graacc. The same Ogilvy earned a Bronze to "IBM bitcoin rain" to IBM. Bronze went to another Lew'Lara \ TBWA, with "The contagious billboard" of Café Cacique and last for Publicis Brazil with "Skip ad festival" for Sony.
Among the agencies, FCB was the best Brazilian in Promo, with a Gold, two Silvers and two Bronzes, for two different campaigns. Ogilvy took two Golds, a Silver and a Bronze with three different campaigns. DM9DDB, Lew'Lara and Publicis won a prize each, Silver and Bronze for DM9 for the other two.
"Nivea Doll" was one of the best stocks of the category, next to "Lifepaint," the Grey London to Volvo, who came to compete in the Grand Prix - won by the British agency. A third piece of success, but that was slightly below the two, was "Proud whopper" of David to Burger King.
"The jury discussed the Grand Prix for nearly two hours. The order of Matt Eastwood, the president of the jury, was find relevant and efficient work, but to leave a legacy to society and help people to change their lives. What weighed for Volvo is that the case had more PR answers. Is a more mature level. "Said Julio Anguita, Brazilian representative on the jury.
But "Nivea Doll" charmed the jury, according Anguita. Quite simple and easy to explain idea, the action consists of a doll distributed on a beach of Rio de Janeiro that changed color when receiving sunscreen Children (See here).
"The use of technology that changes the color of the doll when she receives the sunblocker and the fact that it is an educational and preventive campaign on the care of the sun, were the strongest points of the action. None of my agency and do not know what would happen, but I see potential for this action following and gain more results. "Says Anguita.
Joanna Monteiro, of FCB, the agency that created the action, said the action occurred during the week, because it is when there are more families on the beach. She said she could not tell if the initiative will have new phases.
"Lifepaints," the Grey London to Volvo, is closer to "Nivea doll" because it is a product that improves people's lives. In this case, it is a spray that improves the visibility of objects at night. The solution is geared towards cyclists who are more protected. The action was attended the start up Albedo100, which shows how much advertising can make when approaching technology companies.
Another case quoted the GP, "Proud Whopper" raised the flag of the LGBT movement, to propose the creation of a sandwich version "proud". In fact, it was the good old Whopper, only different packaging, to show that, as the campaign slogan, "Inside, we are equal." The package came to be marketed to $ 1000 on eBay, according to recently told Anselmo Ramos, David agency.
Check out the GP winner in the video below:
Shortlist
Agencies wich works where performed in Brazil emplacaram 30 pieces on the shortlist Promo Category in the 2015 edition of the Cannes Film Festival, number slightly below finalist in 2013 and 2014: 32.
Opus Multipla, FCB, Ogilvy, Leo Burnett and Africa are national agencies with more shortlists. The final result comes out early on Monday (22/6).
The United States leads this phase that will define the winners of 2015. The US agencies have placed 57 pieces among the 300marketing actions that make up the shortlist. Then came Germany, with 22, Australia with 20, France with 15, Spain had 14, Britain and Argentina were left with 13.
The FCB led the nominations with six shortlists, two for “Nivea doll“, Nivea, and two for “Print for help” for HP. Then became Ogilvy, with five, including two with “Security moms” to Sport Recife.
The Leo Burnett Tailor Made did five shortlists, including two with “Donation badges” toABTO. A fourth highlight is for Africa, with four finalists (with campaigns for four different advertisers).
The Lew’Lara \ TBWA received two nominations for the shortlist. With a campaign, Grey, DM9DDB, DM9Sul, AlmapBBDO, Mood, Multiple Opus, Publicis and Fox also emplacaram finalists.
The campaign with the most nominations was “Nivea doll”, the FCB for Nivea, with three. Several actions have managed two nominations: “Donation badges (Leo Burnett to ABTO),” Solidary Queue “(Leo Burnett for Blood Club Good),” Security moms “(Ogilvy for Sport),” Print fot help “(FCB HP).
The category gained ten Lions to Brazil last year, including four Golds, one Silver and five Bronze. Brazil made 245 entries in the category, down 8.2%, similar to the overall average rate of 8.8% is considered all categories. The country has a total of 3,117 entries.
| Campaign | Agency | Client |
| ESPN EYE TEST | AFRICA | ESPN |
| INSTAPLANE | AFRICA | RIO EU AMO EU CUIDO MOVEMENT |
| MUTANT FONT | AFRICA | AMNESTY INTERNATIONAL |
| TICKET BOOKS | AFRICA | L&PM |
| FIRST DAYS OUT | ALMAPBBDO | MARS BRASIL |
| MASP LOSERS FREE PASS | DM9DDB | MASP MUSEUM |
| THE BIGGEST SPORTING GOODS IN THE WORLD | DM9DDB | NETSHOES |
| HOUSES IN EXHIBITION | FCB | ZAP |
| NIVEA DOLL | FCB | BDF NIVEA BRASIL |
| NIVEA DOLL | FCB | BDF NIVEA BRASIL |
| NIVEA DOLL | FCB | BDF NIVEA BRASIL |
| PRINT FOR HELP | FCB | HEWLETT-PACKARD BRASIL |
| PRINT FOR HELP | FCB | HEWLETT-PACKARD BRASIL |
| THE LULLABY MATCH | FOX SPORTS | |
| THE ART OF WAITING | Grey | RECLAME AQUI |
| DONATION BADGES | Leo Burnett Tailor Made | ABTO (BRAZILIAN ASSOCIATION OF ORGAN TRANSPLANTATION) |
| DONATION BADGES | Leo Burnett Tailor Made | ABTO (BRAZILIAN ASSOCIATION OF ORGAN TRANSPLANTATION) |
| SOLIDARY QUEUE | Leo Burnett Tailor Made | CLUBE SANGUE BOM |
| SOLIDARY QUEUE | Leo Burnett Tailor Made | CLUBE SANGUE BOM |
| THE ROCKSTAR NEXT DOOR | Leo Burnett Tailor Made | GUITAR PLAYER |
| FLAMENGO TREE | Lew´Lara\TBWA | ADIDAS |
| THE CONTAGIOUS BILLBOARD | Lew´Lara\TBWA | CIA CACIQUE DE CAFÉ SOLÚVEL |
| MEETING MURILO | Mood | KIMBERLY-CLARK |
| CARTOON HELPLINE | Ogilvy | GRAACC |
| IBM BITCOIN RAIN | Ogilvy | IBM BRASIL |
| SECURITY MOMS | Ogilvy | SPORT CLUBE DO RECIFE |
| SECURITY MOMS | Ogilvy | SPORT CLUBE DO RECIFE |
| THE HIV POSITIVE POSTER | Ogilvy | GIV (LIFE SUPPORT GROUP) |
| SAFETY CROSSING FOR ELDERLY | Opus Multipla | CURITIBA CITY HALL |
| SKIP AD FESTIVAL | Publicis Brasil | SONY ENTERTAINMENT TELEVISION |
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