The very best ofBrand Content 2010

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III IV

Cannes Lions 2010Cannes France

“ Cannes Lions International Festival of Creativity is the world'sbiggest celebration of creativity in communications. As the mostprestigious international advertising awards, more than 24,000entries from all over the world are showcased and judged at theFestival. Winners receive the highly coveted Lion trophy, presentedat four award ceremonies throughout the week. The Festival is alsothe only truly global meeting place for advertisers, advertisingand communication professionals. ”

I

CHALLENGE

Connect with the core audience – aging young men,

with increasing work and family duties – in an

emotional way that will make them remember what the

brand stands for (i.e. friends and entertainment).

IDEA

Create an unconventional brand experience, by

staging a fake classical music concert at the same

time as the Real-Madrid vs Milan AC football game.

Trap 1000 Milan AC fans into believing they will miss

the match because they are attending that concert to

please their bosses / teachers / girlfriends. Then

reveal it was all a joke 15 minutes after the concert

had begun, while broadcasting the event live on TV,

just before the match.

RESULTS

6,000,000 people saw it live on TV; 10,000,000 heard

about it the day after; 5,000,000 visitors flocked onto

the dedicated website during the two weeks that

followed the event.

LINKS

http://bit.ly/ayb75x

AUDITORIUMHEINEKENJWT ITALY

GOLD OUTDOOR, PR PROMO & ACTIVATION LIONS &

SILVER DIRECT LION &BRONZE DIRECT LION

CHALLENGE

Change how Yellow Pages are perceived. Make them a

tool as modern and as relevant as Google, whether it

be online or offline.

IDEA

Show how Yellow Pages can help anyone get any job

done by giving a random person a nearly impossible

task – i.e. creating something that “tastes of yellow” –

to be completed only by contacting experts and

businesses found in the Yellow Pages.

RESULTS

Online Yellow Pages usage climbed 9%; 61% recall for

the campaign and 27%Neo-Zelanders talking about it

in everyday speech (= the most talked-about campaign

in New-Zealand); selling a piece of direct marketing

for $2 and making it the fastest selling chocolate

bar ever in New Zealand.

LINKS

http://bit.ly/aButOh

YELLOW PAGES

NEW ZEALAND

YELLOW CHOCOLATE

COLENSO BBDO

NEW ZEALAND

GOLD MEDIA LION /

SILVER TITANIUM &

INTEGRATED LION &

BRONZE CYBER LION

CHALLENGE

Reconnect with a target that is no longer drinking

Gatorade, that barely has time to exercise and/or

that thinks Gatorade mainly addresses young

sportsmen needs.

IDEA

Bring back the original players (now in their mid

30s) from two 1993 high school football teams to

replay their rivalry game that ended in a 7-7 tie –

thus making them realize how a little bit of

training, confidence and Gatorade are enough to

reignite their athletic spark and to keep being an

athlete, no matter what. Then turn it into a five

part online documentary for all to see.

RESULTS

Regional Gatorade sales increased 63%; Replay

generated US$3,415,255 worth of earned media (from

just US$225,000 in paid media – i.e. 14,000%ROI); season

1 content aired nationally to 90 million households;

named one of CNN’s Top Stories of 2009.

LINKS

http://bit.ly/a2njA2

REPLAYGATORADE

TBWA/CHIAT DAY

LOS ANGELES

GRAND PRIX PR & PROMO & ACTIVATION, GOLD FILM, PR,

PROMO & ACTIVATION & TITANIUM &

INTEGRATED LIONS & SILVER MEDIA LION & BRONZE CYBER LION

LIVESTRONGNIKE

WIEDEN+KENNEDY

PORTLAND

GRAND PRIX CYBER &

GRAND PRIX INTEGRATED

CHALLENGE

Renew Nije’s broader commitment to sports – that does

not only encompass moments of joy and success, but

also acknowledges moments of doubts, uncertainty

and difficulties – as illustrated by its Couragecampaign, launched during the 2008 Beijing Olympics.

IDEA

Give consistency to the Lance Armstrong’s sponsoring

and make the most of his fight against cancer,

associated with his Livestrong foundation. Build a

‘It’s About You' themed campaign, that ties together

many different pieces: an inspirational film series,

a Lance Armstrong 'Just Do It' commercial, print, out-

of-home advertising… And a new medium: The Chalkbot

– which allows the world to see people’s words of

memoriam, hope and courage chalked onto the roads

of the Tour de France.

RESULTS

Sales increased 46% during the campaign; the

Livestrong Facebook community doubled; the Chalkbot

gathered 4,000 followers on Twitter and wrote 5400

messages.

LINKS

http://bit.ly/eybAmR

The Cristal Festival

II

Crans Montana - Switzerland

« Since its creation in 2001, the Cristal Festival unitesthe professionals of the advertising world: the main agencies,advertisers, producers, directors, Media, survey companies,journalists, TV producers ... in a series of rich and convivialexchanges. The Cristal Festival promotes French and Europeanadvertising creations and rewards the best work produced onvarious media. »

CHALLENGE

Create new consumption opportunities for Waljers’

crisps, and promote them on both B2B & B2C levels.

IDEA

Illustrate the brand promise (Walkers can help make

any sandwich better) through a funny brand utility

operation, where the Brand takes control of the

English town named Sandwich, turning its inhabitants

everyday life into something extraordinary. Hence the

resulting surprise events, such as Jenson Button

driving a cab around town, Pamela Anderson pouring

beers at the local pub, free sandwiches for everyone

made by triple-Michellin-star chef Marco Pierre White

etc. Eventually, the brand benefited from massive

earned media, generated either through the tweets of

celebrities involved, the posts of local inhabitants on

their Facebook profiles and their blogs or the

national news coverage. In the end, it even convinced

major supermarkets to give Walkers a long-term space

in the sandwich aisles.

RESULTS

A 5% increase in sales; £3.2 million worth of coverage;

53% recall; 1.6 million views for the videos – all this

through a one day event, with a minimum traditional

media spend.

LINKS

http://bit.ly/eZfIHq

Walkers / Pepsico

AMV BBDO UK

CYBER / INTEGRATED / GRAND CRISTAL

SANDWICH

CHALLENGE

Create brand preference among the 18-25 year-olds – a

key target for banking, as they represent new

customers, who are all the more scarce as people

hardly ever switch banks once they have settled on

one after leaving their parents’.

IDEA

Hold true to BNP Paribas communications territory

(dramas & movies) and create a webseries revolving

around one of the main issue affecting young people –

housing. Then link it to the solutions the bank offers

them in that domain. Let it be directed by an acclaimed

author – Riad Sattouf, best known for its depiction of

young people through its first feature film, Les Beaux

gosses. And plug it to a 360 platform (TV, press, radio,

web) where the brand is not mentioned at first – and

then uses the characters as spokespersons.

RESULTS

6,5% increase in the number of young people applying

for credit; 1,6%increase in the number of young people

opening accounts; more than 11 million Internet views;

more than 20 000 fans on Facebook; at the request of TV

channels in great affinity (MCM / NRJ 12) with the

target audience, prime time broadcast of 10 episodes of

the series.

Links :

http://bit.ly/g4dBSC

BNP ParibasPUBLICIS CONSEIL

Cristal Festival -Consumer Marketing & Brand Activation /

Cyber / Media / Brand Content

MES COLOCS

STREET CHILDREN CARITAS UK

LEO BURNETT UKRAINE

MEDIA CRISTAL

CHALLENGE

Even though the problem of homeless children is

reaching an all-time high in Ukraine, people seem

less and less concerned about it – mainly because

police tend to remove them out of public view, outside

the city.

IDEA

Make the most of street art and flyposting to bring

children’s figures back into the city centres and

into people’s top of mind – with a simple message

accompanying those illegal posters: ‘you can remove

me, but not the problem’. While street artists kept

replacing the ripped-off posters, inserts using the

same key visuals and tagline were inserted into

magazines – and intrusive banners and pop-ups were

displayed on various websites. Last but not least,

some celebrity pictures on Facebook were photobombed

with the children’s figures inserted in the

background.

RESULTS

PR; public debate; increase in donations.

Links

http://bit.ly/e0dtR1

BEING HOMELESSSAMUSOCIAL PARIS PUBLICIS CONSEIL &

PUBLICIS.NET (FRANCE)

CYBER & INTEGRATED

CHALLENGE

Fight against prejudices people may have regarding

the homeless – one of them, shared by 1 person out of

2, being that if a homeless person cannot get off the

streets, it is his\her fault – at a time when the Samu

Social needs funding more than ever (both from the

government and individual donations).

IDEA

Record homeless people’s everyday life as they live

it – that is through their own own eyes, thanks to a

pair of sunglasses with a built-in camera . Then

falsely appeal to people’s voyeuristic tendencies by

inviting them (through banners, press inserts and

stickers) to watch the whole experience on a

dedicated website. And make them experience how hard

it is to get off the street, by preventing them from

leaving the site once they have launched the video

(when visitors want to leave, an error message

appears : ‘sorry, it’s not that easy to escape the

street’) – save a click on the Samu Social logo, the

only way to escape, which redirects them to a

donation page.

RESULTS

A 12% increase of individual donations; a 10%

increase of government funding; more than 100.000

people visited the site during the first week of the

campaign – and 72%of them returned to the site.

Links

http://bit.ly/fp9W86

LOUDESTEE LAUDER

& TOMMY HILFIGER

CRISTAL FESTIVAL

BRAND CONTENT

SPECIAL MENTION

THE HOURS

CHALLENGE

Stand out from other fragrances in a saturated

market (over 250 new product launches per year) and

create preference among young people.

IDEA

Build a lifestyle brand by creating an integrated

campaign that ties the product and its

communications together around music – a key

interest of young people. Partner with a rising and

trendy band (The Ting Tings) and involve them at

every stage, from the design of the product (record-

shaped bottle, fader-knob-like cap) to the print,

digital and TV campaigns (recording of an exclusive

anthem, entitled ‘We’re not the same’) – the whole

operation ending with a live + digital event (an

exclusive Ting Tings concert). A dedicated web radio

was also launched to build further upon the

product’s universe.

RESULTS

$1.800.000 worth of PR coverage; 300.000 downloads of

the anthem song; 506 000 Facebook fans; Tommy

Hilfiger decided to expand the Loud message to other

product ranges, such as Tommy Hilfiger Denim.

LINKS

http://bit.ly/hccH6B

Paris¨- Grand Prix du Brand Content

III

Paris - France

« The Grand Prix of Brand Content aims to reward the besteditorial brand strategies and to promote the talents ofprofessionals on this field of expertise. Innovation, quality andimpact are the key criterias of the juries in the process ofselecting the winners. »

UDANCEALWAYS

STARCOM, NEWCAST

GOLD – GRAND PRIX DU BRAND CONTENT ENTERTAINMENT

CHALLENGE

Reach 11-15 year old target’s (TV addict, digital

natives) Brand Preference for Always by creating an

emotional bond and dialogue. Make the brand become

the hero through a powerful story able to interest

the crowd aiming to reach effective ROI. Transform

their affinity to the brand into buying intentions.

IDEA

Conceive a web-series concept with the catchphrase :

« feeling good with your body in order to make your

reams become reality ». Orchestrate a national

casting and select 7 finalists who will be sent to

New York where they will take dance lessons with a

world famous choreograph. The winner will dance in

the music clip of the French singer Sheryfa Luna.

Build the strategy around a digital campaign, a

dedicated web site, a star, interaction, real

adventure.. Choose strategic partners as MSN, NRJ and

Dailymotion.

RESULTS

First web-series to reach such huge a success that

it ended up becoming a TV partnership. 1,6 million

viewers of the videos on Internet and 8 million

contacts on TV, very important media exposure and

earned media generation.

LINKS

http://dai.ly/hdsmXS

STREET FASHIONLA REDOUTE

ZENITH OPTIMEDIA ,

NEWCAST,

MONDADORI FRANCE

PUBLICITÉGOLD – GRAND PRIX DU BRAND

CONTENT CAT.COMMERCE, DISTRIBUTION

CHALLENGE

Attract and increase proximity with young

consumers and bring the new brand signature

« everything is authorized » (Tout est permis) to life.

Increase the notoriety and improve the brand image

(as it is too often perceived as “old fashioned” and

“average quality”).

IDEA

Organize a teasing phase through a nation wide

digital casting and recruit models to prepare a

Street Fashion Show. Build up a strong media

partnership with Grazia, and take profit of all its

communication means (PR, editorial, website and

social networks..) to orchestrate the campaign. The

selected consumers wear La Redoute creations,

pictures are edited in Grazia (top 3 become guest

stars). An iPhone Shopping application is also built.

RESULTS

A powerful media integration : La Redoute & Grazia.

500 participants to the casting. 70%of readers want

to discover next campaigns and 64% think they now

have a more positive perception of La Redoute as a

brand. 11% of click rate on the iPhone application

in one week.

LINKS

http://bit.ly/gkYfts

CHALLENGE

Re-launch of the famous Mc Farmer for one month,

and animate the chains dynamism and entertainment

values. Strengthen the brand friendliness to the

eyes of the “15-24” years old target and its “nature &

authenticity” oriented positioning on the very

competitive fast-food market.

IDEA

Associate the campaign to a successful MTV program,

Pimp My Ride and produce a special episode

presented by a famous humorist, Ramzy Bédia : Pimp

My Tractor. Incarnate the product’s “authenticity”

through the choice of the concept and the

participants of the program : young farmers and

their tractors. Organize media orchestration of the

casting and of the consumer audience through a 360

approach : display , press, TV and billboard

campaign.

RESULTS

24 broadcasts of the program, 11 467 000 contacts

reached through the MTV audience (BtoC)

LINKS

http://bit.ly/eMzEOG

PIMP MON TRACTEURMCDONALD'S

FUSE /OMD/ MTV NETWORKS

GOLD – GRAND PRIX DU BRAND CONTENT CAT.

ALIMENTATIONS, BOISSONS

CHALLENGE

Increase the brand’s engagement on a multi-

generational male target through the world.

Continue nourishing the “The Journey” campaign on a

new field. Make football meet with “premium” through

a very emotional and premium approach. Incarnate

the “iourney” by making emerge consumers’ memories

of big Football achievement moments (for instance,

what they were doing, where they were and how they

felt when Maradonna made his team win the world

cup in 1986.)

IDEA

An epic encounter of 3 styles, 3 generations, 3

countries… of footballers : Zinedine Zidane, Diego

Maradona and Pelé. Tease the audience about the fact

that the stars will soon play 1 on 1 baby-foot

matches. Ask visitors to vote, on an interactive

platform, for who they think will win, show

statistics of votes through the world, make it

possible to share comments and votes on social

networks.. Make it possible to them to direct a video

interview of the players by choosing the questions,

cutting, editing the video and sharing it with their

friends…

RESULTS

Most successful Louis Vuitton campaign ever.

Thousands of fans through the world watched and

commented. Over half a million visitors through the

world.

LINKS

http://bit.ly/i8nLJK

THE GREATEST GAMELOUIS VUITTONOGILVY ONE

GOLD – GRAND PRIX DU BRAND CONTENT CAT. LUXE

CHALLENGE

Pre-launch buzz campaign for Gillette Fusion Pro

Glide in France aiming to build a momentum for the

official launch. Attract the attention of potential

customers pre-launch by captivating 2/3 of the French

male populations attention. Generate “real” consumer

ambassadors for the brand.

IDEA

Create a viral hoax : Leak a footage from the shoot

with JCVD refusing to do what is asked of him for a

TV spot. Activate media through a partnership with

TF1 (the leading TV network and online portal) to

launch the Gillette Fusion Pro Glide open casting

campaign for real men to replace JCVD as

spokesperson. Make “Real men” sign up across the

country to experience first-hand and on camera.

RESULTS

1980 casting participants, 41 PR clipping and TV

coverage, 5 186 984 views, over 60% of the target was

exposed to at least one brand campaign message.

LINKS

http://bit.ly/hjWIra

THE BEST AD IS YOUGILLETTE – P&G

STARCOM

GOLD – GRAND PRIX DU BRAND CONTENT

CAT.HYGIÈNE, BEAUTÉ, ET COSMÉTIQUE

One Show Entertainment

IV

New York - USA

“ One Show Entertainment is the longest running award show of itskind to exclusively recognize the intersection between brands andentertainment. With a diverse jury from the entertainment,production and advertising industries. Beyond traditional productplacement, One Show Entertainment honors the strategy andcreative thought process that inspires today's riveting brandmessages, while producing content that is genuinelyentertaining. ”

CHALLENGE

Investing in Levi Strauss’ American brand identity

and differentiation, its historical brand shared

value and taking a position towards consumers in

the midst of a global financial crisis context.

Develop a positive corporate worth of mouth campaign

and stimulate sincere brand ambassadors by engaging

consumers in a meaningful conversations.

IDEA

Build up a collaboration with Braddock,

Pennsylvania, a broken town struggling to reinvent

itself and create a parallel with the brands values.

Invest in the town’s community center, public library,

and urban farm. Communicate across the Americas from

the top of Canada, throughout the United States,

Mexico and South America, through a campaign that

tells the story of the people of Braddock in

association with IFC and Sundance Channel. Cinema, TV,

print, out-of-home installations, digital elements and

more.

RESULTS

Second quarter revenues for 2010 are up 8%on 2009 ,

with much of the marketing activity around he new

women’s range yet to emerge. Strong earned media

generation, word of mouth.

LINKS

http://bit.ly/gSO4v8 / http://scr.bi/gen0I0

PORTRAITS OF

BRADDOCKLEVI STRAUSS & COWIEDEN+KENNEDY &

DON’T ACT BIG

GOLD –CAT. DOCUMENTARY FILM

CHALLENGE

Demonstrating the product benefits not by telling

them but by putting the product in real people’s

hands, through an audacious communication strategy

that incarnates the brands “avant-gardes” values.

Generating a natural and sincere WOM and verbatims

around the brand and its products qualities to

increase notoriety with limited budget.

IDEA

Put some “Real Good Chairs” in the streets of New

York. Film the reaction of people who pass by,

towards the chair. Wait until someone takes it and

brings it back home. Follow the person through GPS

signals thanks to a device installed under the

chair. Go ask the person why he or she took the

chair and what he or she thinks about it : comfort,

design, quality of material, etc… The concept is

inspired by the “curb-mining” (the act of finding

furniture and art on the street).

RESULTS

Great PR and earned media generation. For two days,

the experiment captured the fascination of New

Yorkers, the blogosphere and beyond, with press

coverage by everyone from Dwell to the The New York

Times Magazine.

LINKS

http://bit.ly/eWCPnX

REAL GOOD

EXPERIENCEBLU DOTMONO

GOLD CAT.

INNOVATIVE MEDIA

CHALLENGE

Increasing awareness and donations amongst a

younger target audience (as the average donor age of

65+) for the youth homelessness charity, Depaul UK.

Pushing young individuals to face the complex and

sad truth about the Homeless-issue by using the rules

and storytelling of a serious-game application, in

order to deliver message both emotional and rational,

and create reaction.

IDEA

Build up an application of a virtual homeless who

will live in the users iPhone for 3 days. The user

will have to look after him. If the user doesn’t give

him what he needs his life spirals will go out of

control, he’ll spend money on drugs not food, sell his

sleeping bag. iHobo shows how complex the homeless

problem is and that giving them some money is not

the answer. At the end of the game, the user can play

again or donate to Depaul UK.

RESULTS

Hobo reached no 1 in the App Store's free app chart

within a week of its launch and in just over three

weeks, it had achieved over 300,000 downloads.

LINKS

http://bit.ly/9iG8p4

IHOBODEPAUL UK

PUBLICIS/LONDON/

TWENTYSIX DIGITAL/

MR & MRS SMITH/

WHILELOOP/ THE MILL

GOLD CAT. GAMING ONLINE

CHALLENGE

First campaign since 2005. Mitchum needs to increase

awareness and proximity with a strategic target.

They want to express that Mitchum accompanies

Americans each day of hard work, in their brand DNA

and attract a brand engagement from the

“hardworkers ” target by giving them their moments

of glory and time to appreciate their own work and

ask for appreciation, as they deserve.

IDEA

Feature a contest designed to find and reward the

hardest working person in the country based on

video submissions to the campaign's site :

mitchumhardestworking.com. Activate TV, print and

digital media, as well as social networking

platforms. Enable nominees to campaign for

themselves an online campaign tool kit and a

campaign site with a unique URL. Give them custom

web banners, and the possibility to even create and

purchase physical goods (such as shirts, mousepads,

and mugs) encouraging the public to vote for them.

RESULTS

500 participants generating successful WOM and

Earned media, 7800 fans attracted to the Facebook

page, 1238 followers to twitter.

LINKS

http://bit.ly/i4SdWC

HARDEST WORKING

AMERICANMITCHUM

CREATIVE ARTISTS

AGENCY/BRETT RATNER

BRANDS/LOS ANGELESGOLD CAT. ENTERTAINMENT CAMPAIGN

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