Courage InSpIreS CreativitY - DMNews.commedia.dmnews.com/documents/42/caples_dmnews_10483.pdf ·...

Caples Awards

32 | January 2013 | www.dmnews.com

Seventeen hours of intense judging over two days by nearly 50 top global creative directors. More than 700 entries across 25 categories from 25 countries. Eight hours of compelling content followed by four hours of revelry. Welcome to the 2012 Caples Courageous Summit & Reveal—three days of the best

marketing and creative talent from around the world gathering to share ideas and celebrate the most coura-geous direct marketing campaigns from across the globe.

The 2012 Caples awards was a resounding success. An international group of creative leaders poured in-tently over marketing campaigns submitted by agencies from every corner of the globe. They narrowed the field to the best of an impressive lot. Scores were tabulated; winners surfaced.

On day three the judges gathered with other top creatives and marketing leaders for the day-long Caples Courageous Creative Summit on creativity in the age of data. Attendees learned the back stories of winning campaigns from Land Rover, VW China, and IAG Insurance (all 2011 Caples winners); went on a marketing journey with IBM from Watson’s TV debut to its future in healthcare and beyond; and learned about agile creativity and its benefits to both marketers and creatives from Caples 2012 Honorary Judging Chair Torrence Boone, managing director of agency business development at Google.

As day turned to night, the discussion continued as attendees mingled, sipped cocktails, and viewed the world’s most creative work gallery-style in a Reveal buzzing with visible excitement. Presentations from Emerson and Wunderman winners Don Schultz and Robert Rasmussen, respectively, left attendees awed and inspired.

You’ll be inspired, too, when you see all the amazing work submitted by the winners of the 2012 Caples Awards. See the list of winners here, and view details at Caples.org.

Courage InSpIreS

CreativitY

www.dmnews.com | January 2013 | 33

LaunCH CaMpaIgn

GOLD The First Catalogue That Pays RentIKEA303Lowe

Grazed On Greatness M.J. BaleWHYBIN\TBWA Sydney

SILVER Bank of MemoriesFundacion Reina SofiaContrapunto BBDO

bpack Delivers MarcolinibpostTBWA Brussels

BRONZE #1 Unparty SchoolCareer Education Corp. Ogilvy New York

Yellow ToolboxYellowDDB Group Rapp Tribal New Zealand

The Perfect Lager ProjectCasellaAnalogFolk

prInT CoLLaTeraL, non-MaIL

GOLD The Wine That Sold BeerDB Breweries Colenso BBDO/Proximity New Zealand

BRONZE The Untouchable CoversLurzers International ArchiveArc UK

ouT oF HoMe GOLD Pigskin Tattoo Poster Advertising Skin Deep Art, St. GallenAgentur am Flughafen

SILVERPower CourierFedExBBDO New York

See More of New Zealand By Train KiwiRailClemenger BBDO Ltd.

NRMA: Bus ShelterInsurance Australia GroupWHYBIN\TBWA Sydney

The Donation ArmyOroVerde - The Rainforest FoundationOgilvy Germany

The Wine That Sold BeerDB Breweries Colenso BBDO/Proximity New Zealand

BRONZE Share a CokeCoca-Cola AustraliaWunderman

aMBIenT/guerrILLaMarKeTIng

GOLD BLEAARRGH! - Have a suck and stick it to them.Foodstuffs, New ZealandDRAFTFCB New Zealand

Sorry About the Twigs, FolksMonteith’s BreweryColenso BBDO/Proximity New Zealand

SILVERPortraitsArt Gallery Society NSWWunderman

NRMA: Car Creation Insurance Australia GroupWHYBIN\TBWA Sydney

Donation GlassesMars NZColenso BBDO/Proximity New Zealand

Blind Teddy BearLicht fur die Welt (Light for the World)PKP BBDO Werbeagentur GmbH

Pigskin Tattoo Poster Advertising Skin Deep Art, St. GallenAgentur am Flughafen

Secret AgentMuseum of CommunismYoung & Rubicam Prague

The Wine That Sold BeerDB Breweries Colenso BBDO/Proximity New Zealand

Share a CokeCoca-Cola AustraliaWunderman

Smart EBALLDaimler AGBBDO Proximity GmbH

BRONZE Bin the Worst of 2011FCC - Citizen ServicesShackleton

Fiat 500 Cinema ChallengeFiat Group Automobiles Germany AGLeo Burnett Frankfurt

Loyalis Giant Hot DogLoyalisOgilvy Germany

V Motion ProjectFrucor Beverages Ltd.Colenso BBDO/Proximity New Zealand

Driller Killernie wieder bohren (no more drilling)Ogilvy Germany

The Donation ArmyOroVerde - The Rainforest FoundationOgilvy Germany

A Reasonably Rebellious LaunchBOAKSRosetta

Message in a Baby BottleOrange BabiesOgilvy Germany

Bikes Get OutEuropcarOgilvy Germany

Waiting. For seven years.Foundation “FOR LIFE - for organ donation”Ogilvy Germany

Brewery vs. PoliceRadeburger Gruppe KGOgilvy Germany

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JUDGiNG DaY

Fifty of the world’s top global directors reviewed more than 700 entries across 25 categories from 25 countries over the course of three days—a challeng-ing but rewarding process. Continued on page 36

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e-CoMMerCe anDTranSaCTIon-BaSeDInITIaTIVeS

GOLDVIP Fridge MagnetRed Tomato PizzaTBWA\RAAD

CaMpaIgn MICroSITe

GOLDName TunnelsAmnesty InternationalM&C Saatchi/Mark

Build With ChromeGoogle AustraliaM&C Saatchi/Mark

Take Them To SchoolING DIRECT SpainOgilvy Spain/OGILVYONEi

SILVER Car vs PianoIntouchProximity Russia

BRONZE GE Performance MachinesGEBBDO New York

Future of Work PredictorSD WorxProximity BBDO

onLIne aDVerTISIng

GOLD Brackets by Six Year Olds AT&TBBDO New York

SILVER You’ve Got a CaseAT&TBBDO New York

BRONZE DeThronedHBOBBDO New York

Homebutton Takeover “Welcome home”ZurichOgilvy Germany

Temptations KittyCat HijackMars Petcare CanadaProximity Canada

Glamour AppHBOBBDO New York

MoBILe MarKeTIng GOLDVIP Fridge MagnetRed Tomato PizzaTBWA\RAAD

SILVER Pack Your HBO HBOBBDO New York

Sapphires Soul SyncGoalpost PicturesWHYBIN\TBWA Sydney

ARVOCasella Family BrewersAnalogFolk

BRONZE Urban DashNew BalanceOgilvy New York

MSD Sketchbook AppMerck Sharp & Dohme (MSD)Y&R Group Switzerland AG

SoCIaL MeDIa GOLDTwitter ArmyBrothers for LifeJoe Public

SILVER You’ve Got a CaseAT&TBBDO New York

BRONZE Lost in TimelineThe Coca-Cola CompanyOgilvy New York

Glamour AppHBOBBDO New York

BYO Cup Day 7-ElevenLeo Burnett

DeThronedHBOBBDO New York

TwitterScrabbleScrabbleDuval Guillaume Modem

Fists of FusianNestléMercerBell

DIgITaL ConTenT GOLDToday’s Youth for Yesterday’s YouthKBCTBWA Brussels

SILVER Brackets by Six Year Olds AT&TBBDO New York

BRONZEV Motion ProjectFrucor Beverages Ltd.Colenso BBDO/Proximity New Zealand

Midnight SwitchFoundation Against Cancer (Stichting Tegen Kanker)Dallas Antwerp


A Friendly CrashBelgian Institute for Road Safety (BIVV)TBWA BrusselsgraTeDInTegraTeDCaMpaIgn

GOLD The First Catalogue That Pays RentIKEA303Lowe


I Have Already Died ALS Foundation NetherlandsPublicis Amsterdam

Best in showViP Fridge MagnetClient: Red Tomato PizzaAgency: TBWA\RAAD

Red Tomato Pizza needed an inexpensive way to take on the mega pizza chains, enhance customer loyalty, and increase and improve its delivery service. So the pizza shop teamed up with TBWA\RAAD and created Red Tomato VIP fridge magnets.

The magnet acts as a VIP pizza “emergency delivery” device for loyal pizza lovers. Customers push the magnet’s button to automatically place their pizza order of choice. The ordering process is set up using Bluetooth technology via customers’ mobile phones. Customers can update their pizza of choice online, which adjusts the magnet order accordingly. Red Tomato also created a YouTube video to help spread the word.

Keeping to a marketing budget of only $9,000, deliveries skyrocketed 500% within four weeks. Red Tomato Pizza received 3,240 requests from previous customers and 97,133 from new ones. The VIP magnet also experienced a publicity boom with more than 12,000 mentions and 9,400 international news stories—worth more than $8 million in free media. The success of the program also opened the door for global franchise opportunities.

MaiN FeatUre

www.dmnews.com | January 2013 | 37

CourAgeous ClientBYo Cup DayAgency: Leo BurnettClient: 7-Eleven

7-Eleven partnered with Leo Burnett to provide Australians with a way to honor 7-Eleven’s famed Slurpee—and distinguish itself from Slurpee competi-tors. On September 21, 2011, 7-11 launched Bring Your Own Cup Day and asked its 150,000 Facebook friends: “If you could fill up any cup with Slurpee what would it be?” The answers were varied and plentiful.

Throughout the day, 7-Eleven’s 650 Australian locations witnessed Slurpee enthusiasts slurp out of helmets, dog bowls, prosthetic legs, and more, all for the price of a regular Slurpee. By the end of the day 350 of those stores ran out of the craved mixture. The event was covered by mainstream and online media.

Bring Your Own Cup Day resulted in nearly 100,000 Slurpee servings—tipping the scale at approximately half a million liters of Slurpee. 7-Eleven surged past unit sales from the same date the previous year by 270% and has continued to see sales increase each month since the event. 7-Eleven also experienced more user-generated content in a single day than the company ever had in the past.

SILVER Sorry About the Twigs, FolksMonteith’s BreweryColenso BBDO/ProximityNew Zealand

JOE FM: The National Surprise PartyJOE FM Dallas Antwerp

The Gnome ExperimentKern & SohnOgilvyOne London


The Wine Is OverDB BreweriesColenso BBDO/Proximity New Zealand

BRONZE Bank of MemoriesFundacion Reina SofiaContrapunto BBDO

The Snickers Play Hungry, But Not Literally HungryMars Chocolate North AmericaBBDO New York

VIraL VIDeo MarKeTIng

GOLD BikersCarlsberg BelgiumDuval Guillaume Modem

SILVER The Share ExperimentAction Against HungerShackleton

Push to Add DramaTNT broadcastingDuval Guillaume Modem

BRONZEVideocurriculumFundacion OnceTiempo BBDO

Beefgiving SeasonMeat & Livestock AustraliaBMF

V Motion ProjectFrucor Beverages Ltd.Colenso BBDO/Proximity New Zealand

BeST arT DIreCTIon

GOLD ThinkIBM Ogilvy New York andOgilvy London

BeST CopYWrITIng

GOLD The Wine List DB BreweriesColenso BBDO/Proximity New Zealand

InTeraCTIVeCaMpaIgn

GOLD Take Them to SchoolING DIRECT SpainOgilvy Spain/OGILVYONEi


SILVERYou’ve Got a CaseAT&TBBDO New York

Brackets by Six Year Olds AT&TBBDO New York

Build With ChromeGoogle AustraliaM&C Saatchi/Mark

The Share ExperimentAction Against HungerShackleton


BRONZEYellow ToolboxYellowDDB Group Rapp Tribal New Zealand


It’s now or never! Start your own movementGetty Images Germany GmbHRed Urban GmbH

Eristoff Night Street ViewBacardi - MartiniCP Proximity

CreaTIVe uSe oFTeCHnoLogY

GOLD Donation GlassesMars NZColenso BBDO/Proximity New Zealand

reTenTIon / LoYaLTY,non-MaIL

GOLD The First Catalogue that Pays RentIKEA303Lowe

AUDI GPS: Geopositioned StoriesAudi SpainCP Proximity

SILVERBLEAARRGH! - Have a suck and stick it to them.Foodstuffs, New ZealandDRAFTFCB New Zealand



robert rasmussen, wunderman Award winner

Robert Rasmussen’s path had been set since he was a junior in high school and enrolled in a commercial arts class. His jour-ney led him to be selected as the 2012 recipient of the annual Caples' Irving Wunderman Award. The honor celebrates both Rasmussen’s extensive and noteworthy portfolio of creative work, as well as his service to the direct marketing community. Now working as a freelance creative director, Rasmussen’s

path took him through stops as executive creative director at BBH and as chief creative officer at Tribal DDB. But it was at one of the earliest stages of his career, as senior art director at Wieden + Kennedy in the mid-1990s where he worked on the Nike account that Rasmussen first became aware of the close-knit relationship brands and agencies need to have to find success. It was, he says, a moment in which he still finds inspiration today—a moment that re-vealed how the symbiotic relationship between agency and client helped form the identities of both, forging them into powerhouses in their respective fields.

Don e. schultz, emerson Award winner

In an age of multichannel com-munications and always-on smart devices, if a marketing campaign isn’t fully integrated, it might as well not exist at all. This is why it’s appropriate that the 2012

recipient of the annual Caples’ Andie Emerson Award, Don E. Schultz, is known in the industry as “The Father of IMC.” Schultz, founder and presi-dent of global marketing consultancy Agora Inc., first began incubating theories around integrated marketing in 1989, well before the proliferation of the Internet. Currently a Professor Emeritus of Service at Northwestern University’s Medill School, Schultz made one of his most notable impacts when he scuttled the school’s graduate advertis-ing program in the early 1980s, replacing it with the revolutionary concept of integrated market-ing communications. It was a bold move—one that Schultz admittedly doesn’t see enough of in today’s marketing community. “No courage at all,” he says of modern campaigns. “Marketers still want to maintain the status quo.” Generally speak-ing, he finds today’s marketers fixated on mass messaging—a habit he says needs to be broken so the industry can continue to improve and evolve.

tHe SUMMit

The 2012 Caples Courageous Creative Summit, held in a chic Soho loft in New York City, featured distinguished award recipients and Caples judges among the day’s speakers. Continued on page 40

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Great Ideas Start Witha CopicCopic (Holtz Office Support GmbH)BBDO Proximity GmbH

DetailsBritish AirwaysOgilvyOne London

BranDeD WeBSITe SILVER fiat500.deFiat Group Automobiles Germany AGLeo Burnett Frankfurt

DIreCT reSponSe TV SILVERDo What You WantLoteriacuteas y Apuestas del EstadoShackleton

The Share ExperimentAction Against HungerShackleton

BRONZE Meet the Meat of Your Dreams TVFoodstuffs, New ZealandDRAFTFCB New Zealand

Break My StrideState InsuranceColenso BBDO/Proximity New Zealand

agenCY SeLF-proMoTIon

SILVER CacambiatorShackletonShackleton

Look for a Font. Find a Job.Demner, Merlicek & Bergmann Werbegesellschaft mbHDemner, Merlicek & Bergmann Werbegesellschaft mbH

BRONZERed Carpet InsolesOgilvy New YorkOgilvy New York

DIreCT MaILDIMenSIonaL

SILVER Pencil CaseChill Out e. V.Wunderman GmbH

BRONZEBox of CuriositiesArts Centre MelbourneLeo Burnett

Lego AdlandersIPA FF ClubArc UK

raDIo anD poDCaST

BRONZE The Absolute PitchAcademy of Music, Theatre and Media HannoverOgilvy Germany

Meet the Meat of Your Dreams RadioFoodstuffs, New ZealandDRAFTFCB New Zealand

Radio LegendsNew Zealand Transport AgencyClemenger BBDO Ltd.

DIreCT MaIL FLaT

BRONZE Fahad’s ArmUnicefBCD Pinpoint Direct Marketing Inc.

eMaIL

BRONZE AUDI GPS: Geopositioned StoriesAudi SpainCP Proximity

sCotY winners score with smart, sophisticated campaign

Challenged to devise a direct marketing campaign to promote the loyalty program of fictitious retailer Campus Mart as part of the Caples’ Student Campaign of the Year (SCOTY) competition, this year’s winners—Shannon Craig and Chelsea Francis, undergraduates at Liberty University—went all out, creating a fully multichannel, well-developed effort that could be easily put into practice at any big agency.

In addition to rebranding Campus Mart into the much trendier-sounding “Lounge,” Craig and Francis’s detailed marketing plan outlined exactly what they’d do with a $1 million budget: maintain an effective presence on all major social media channels; create a dorm room makeover “Win a Lounge” sweep-stakes with email and Pinterest integration; design a creative direct mail piece inviting customers to spruce up their spaces; hire campus reps to spread buzz, maintain visibility, and distribute free branded merchandise; and coor-dinate live events—dubbed “The Listening Lounge”—at which musical acts popular with the college and pre-college crowd, such as Regina Spektor and Mumford & Sons, would perform concerts at strategically chosen campuses across the country.

Also noteworthy, Craig and Francis kept firmly in mind—and in budget—the imperative need to account for robust analytics and data tracking throughout. Now that’s direct.

Says Direct Marketing News Editor-in-Chief and SCOTY judge Ginger Conlon: “The students considered the actual tactics behind their strategy and had examples for each execution.”

torrence Boone, google’s Managing Director of Agency Business Development, and the 2012 Caples honorary Judging Chair

Marketers today have a wealth of technologies at their dis-posal designed to help them realize whatever their imagi-nations can conceive. The only issue is wading through the various tools, platforms, and apps that are available. This is where Torrence Boone, managing director of agency busi-

ness development—and the 2012 Caples Honorary Judging Chair—steps in. Boone and his team help agencies navigate through today’s marketing and tech complexities. If marketers have a clear idea of what they want to accom-plish, he says, his team can likely help facilitate that goal. A dancer in his past life, it is perhaps appropriate that Boone emphasizes the need for marketers to be agile in their development of marketing strategies and tactics. It is only through such flexible creative thought that marketers can develop better ideas, enabling them to engage customers in dynamic new ways.


reveaL

Sponsors:Three days of intense judging ends with a Caples Reveal where attendees and judges mingled, viewed the winning creative work, and celebrated the best marketing and creative work from around the world.

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