Archive

Winners 2016 4. Creative use of technologies

  • GOLD

    Entrant
    TUTKOVBUDKOV Creative Agency
    Title
    OK GO — Upside Down & Inside Out #GravitysJustAHabit
    Advertiser
    S7 Airlines
    Product/Service
    Music Video
    Industry
    Transport & Tourism
    Creative Director
    Dima Tutkov (TUTKOVBUDKOV)
    Agency Producer
    Oleg Barinboim (TUTKOVBUDKOV)
    Account Manager
    Sergei Polyakov (TUTKOVBUDKOV)
    Director
    Damian Kulash (OK GO)
    Director
    Trish Sie (OK GO)
    Line Producer
    Vladimir Sigalov (ProFilm Studio)
    Director of Photography
    Evgeny Ermolenko (ProFilm Studio)
    Copywriter
    Ena Shilyaeva (TUTKOVBUDKOV)
    Art Director
    Dmitry Kostuchenko (TUTKOVBUDKOV)
    Photographer
    Nikolay Ivanov (TUTKOVBUDKOV)
    Post Production
    Joe DiSanto, Margaret Ward, Meg Ramsay, Bob Curreri, Wren Waters, Rachel Moorer, & Geoff Stephenson?? (Therapy Studios)
    Brief description: S7 Airlines is a brand with the mission to inspire people to chase their dreams, and to provide them the means to do so. OK GO is a band with the most improbable dreams. The agency has brought the two together, seeing them as a perfect match, and proceeded with a lyric from the band's latest single, “Gravity is just a habit”, as the motto for the ambitious branded content music video that was intended to be shot entirely in zero gravity aboard a reduced gravity aircraft. The video is a testament to the limitless power of dreams and imagination. Because there is nothing you cannot challenge — even the basic concepts. Even gravity. The agency’s creative concept for the campaign saw the band enacting their signature dancing routine in zero gravity aboard an astronaut training aircraft made to resemble a commercial S7 Airlines plane. Over the course of 3 weeks, the band and crew performed 21 flights for a total of two hours and fifteen minutes in weightlessness. The Russian Cosmonaut Training Center provided the cosmonaut training staff as well as Ilyushin 76 MDK plane. The actual scenes that made it to the final video were shot during parabolic maneuvers of the plane. The longest period of weightlessness it was possible to achieve in these circumstances was 27 seconds long, and after each period of weightlessness it took about five minutes for the plane to recover and prepare for the next round. Because the creators wanted the video to be a single, uninterrupted routine, the crew shot continuously over the course of eight consecutive weightless periods. The action and the music were paused during the non-weightless periods, and these "waiting sections" were eventually cut out, with each transition smoothed over with a morph during post production.
  • SILVER

    Entrant
    AKQA
    Title
    Don't Look Away
    Advertiser
    Usher
    Product/Service
    Interactive Music Video
    Industry
    Other
    Creative Director
    Diego Machado (AKQA)
    Creative Director
    Hugo Viega (AKQA)
    Associate Creative Director
    Renato Zandoná (AKQA)
    Art Director
    Augusto Antunes (AKQA)
    Copywriter
    Raphael Valenti (AKQA)
    Account Lead
    Ricardo Honnegger (AKQA)
    Project Manager
    Daniele Wieczorek (AKQA)
    Producer
    Leticia Hernandez (AKQA)
    Digital Strategy Lead
    Ana Julia Agostinho (AKQA)
    Digital Media Lead
    Agnieszka Porada (AKQA)
    Motion Designer
    Rafaella Pioto (AKQA)
    Head of Emerging Technologies
    Andy Hood (AKQA)
    Creative Developer
    Emile Swain (AKQA)
    Creative Developer
    Paddy Keane (AKQA)
    Creative Developer
    Kathryn Webb (AKQA)
    Director of Web Development
    Andrew Smith (AKQA)
    Site Development
    Mihnea Belcin (AKQA)
    Senior User Experience Architect
    Joanne Alden (AKQA)
    Associate User Experience Architect
    Ruth Baughan (AKQA)
    Senior DevOps Engineer
    Daniel Mitchell (AKQA)
    Senior Quality Assurance Analyst
    Zeeshan Naseer (AKQA)
    Quality Assurance Manager
    Terry Nweze (AKQA)
    Associate Programme Director
    Joe Holland (AKQA)
    Brief description: 2015 was a violent year for African-Americans. But while social injustice kept killing, society kept looking away. To force people to face the issue, Usher launched the song ‘Chains’ using the first music video to demand your attention. Visitors to chains.tidal.com are compelled to look into the eyes of victims of brutality and confront the shocking facts of each person’s story. Facial recognition software, activated through a webcam, stops the music if the viewer looks away. News outlets, celebrities and cultural influencers from more than 100 countries amplified the conversation and brought social injustice and racial profiling into the world’s pop culture conversation. #DontLookAway became the centerpiece of a movement with concerts, social events and conferences committed to breaking the chains of social injustice. Results in only 4 days:  500,000 visitors, 2’33” average time spent on site, 500 million global media impressions
  • BRONZE

    post it final board.jpg
    Entrant
    BBDO Russia Group
    Title
    The Banner That Makes You Like Banners
    Advertiser
    3M
    Product/Service
    Post-it® sticky notes
    Industry
    Office equipment
    Creative Director
    Andrew Kontra (BBDO Russia Group (Proximity Russia))
    Creative Director
    Mihai Coliban (BBDO Russia Group (Proximity Russia))
    Senior Copywriter
    Polina Zabrodskaya (BBDO Russia Group (Proximity Russia))
    Senior Copywriter
    Anna Migaleva (BBDO Russia Group (Proximity Russia))
    Senior Art Director
    Fernando Muto (BBDO Russia Group (Proximity Russia))
    Business Development Director
    Mikhail Vdovin (BBDO Russia Group (Proximity Russia))
    Digital Director
    Alexander Makarovsky (BBDO Russia Group (Proximity Russia))
    Senior Account manager
    Polina Zvereva (BBDO Russia Group (Proximity Russia))
    Producer
    Alexey Zinchenko (INDEE Interactive)
    UI designer
    Egor Bernikov (INDEE Interactive)
    Coder
    Arina Vernidub (INDEE Interactive)
    Coder
    Andrey Zakurdaev (INDEE Interactive)
    Coder
    Oleg Nikanorov (INDEE Interactive)
    Marketing Supervisor
    Sergey Smolentsev (3M (Client))
    Marketing Coordinator
    Yulia Smirnova (3M (Client))
    Media partner
    N/A ('R.POINT' Agency (Rambler&Co.))
    Media partner
    N/A ('Druzhba Media')
    Media partner
    N/A (Banners network 'AdLabs')
    Brief description: We created an interactive banner, which allowed to replace retargeting ads with personal Post-it notes. It uses the same tech websites use to identify you and show the sneakers you only looked at once. Our banner network covered thousands of websites to make sure that people met their Post-it® notes all over the web. If a user clicked on his note, he would land on a Post-it® page, where he could create more stickers or delete them all.
  • BRONZE

    Entrant
    FunnyHow?
    Title
    Ink Mapping
    Advertiser
    Central de Cervejas - Heineken Group
    Product/Service
    DESPERADOS
    Industry
    Alcoholic Drinks
    Director
    Guillaume Alatak (Oskar & Gaspar)
    Creative Director
    César Sousa (FunnyHow?)
    Chief creative officer
    Francisco da Luz Ferreira (FunnyHow?)
    Production
    Francisco Leone (Oskar & Gaspar)
    Sound
    DJ Ride (DJ Ride)
    Strategist
    Hugo Antonelo (FunnyHow?)
    Account
    Igor Van Krieken (FunnyHow?)
    Copywriter
    César Sousa (FunnyHow?)
    Brief description: To present the brand new concept "Way of the Desperados", we created a video that was able to resonate with our target - the world's first live event with project mapping on tattoos. The results? 4 million views in the first two weeks after launch, 100+ international websites sharing the video, and high profile personalities like Ashton Kutcher, Amy James from Miami Ink, Lil Wayne or George Takei sharing it in their personal social media accounts.
  • BRONZE

    Mother'sFirstSong_imageboard.jpg
    Entrant
    The Cream Union
    Title
    Mother's First Song
    Advertiser
    AIA Life Insurance Group
    Product/Service
    AIA Life
    Industry
    Other
    Executive Creative Director
    Big Choi (The Cream Union)
    Creative Director
    Jae Ki Lee (The Cream Union)
    Art Director/Technical Direction
    Soo In Yang (The Cream Union)
    Art Director/Media Artist
    Kayip Lee (The Cream Union)
    Art Director/UI Direction
    Min Ho Shin (The Cream Union)
    Chief Account Officer
    Jeong Hoon Lee (The Cream Union)
    Account Executive
    Jeong Jae Lee (The Cream Union)
    Account Executive
    San Jin Bae (The Cream Union)
    Account Executive
    Chang Beom Kim (The Cream Union)
    Copy Writer
    So Jeoung Kim (The Cream Union)
    Project Producer
    Soo Ji Lee (The Cream Union)
    Designer
    Ha Na Lee (The Cream Union)
    Designer
    Eun Hye Lee (The Cream Union)
    Technical Developer
    Jong In Lee (KAIST(Korea Advanced Institute of Science and Technology) )
    Director of Photography
    Jeong Hyeon Keum (You've got pictures)
    Executive Producer
    Seug Gyum Kim (You've got pictures)
    SNS Planner
    Sang Hoon Lee (The Cream Union)
    Brief description: AIA Life Insurance Group, the main sponsor for Superstar K7 (Korea’s version of American Idol), until now has been creating emotionally-moving content while cheering on participants on top of the show’s stage to help them overcome their challenges. This campaign(Brand Campaign:Real Miracle Never Stop), however, began with the desire to present a miracle to people through music, which was inspired by the simple question which simply asks, “rather than on the stage, how can we help those off the stage who need music in their daily lives?” We put together a miracle event where we developed an interactive sign language device for a mother with a speech and hearing impediment who has always wanted to sing happy birthday to her daughter. We first received voice donations from regular people through various participatory channels such as the company’s Facebook page, mobile app, and an audio recording system so as to restore her voice. We then found a sound engineer as well as an otolaryngologist to help provide vocal training as well as finding and selecting one final contestant who has the most similar vocal and facial structure to the mother’s. After the selection we made the interactive sign language device. It restores the mother’s voice by having her employing sign language movements. We trained her hand movements and developed a vocal library to match with the device’s motion sensing system. The mother was then able to miraculously sing for the very first time on the day of her daughter’s birthday. The miracle and emotion brought about by approximately 10,017 users who contributed their voices spread all over the internet. A total of over 12.6 million unique views have been recorded on Youtube and Facebook alone, and the campaign has been covered on various broadcast channels and PR sites such as Fuji TV, PR Week, Campaign Asia, Branding in Asia, etc. With the impact of this campaign, top-of-mind awareness increased to 89% and brand awareness 14%. The most important news of all however is that we are now getting ready to commercialize this sign language device to help those with speech and hearing impediments communicate with their loved ones.
  • BRONZE

    Entrant
    Young&Rubicam FMS LLC
    Title
    More than a sign
    Advertiser
    Dislife.ru
    Product/Service
    Parking lots for disabled people
    Industry
    Other
    Chief creative officer
    Marco Cremona (Young&Rubicam FMS LLC)
    Chief creative officer
    Luis Tauffer (Young&Rubicam FMS LLC)
    Associate Creative Director
    Federico Fanti (Young&Rubicam FMS LLC)
    Chief creative officer
    Jaime Mandelbaum (Y&R Central & Eastern Europe)
    Senior Art director
    Artem Goncharov (Young&Rubicam FMS LLC)
    Copywriter
    Nikita Bocharov (Young&Rubicam FMS LLC)
    Designer
    Polina Krasnova (Young&Rubicam FMS LLC)
    Head of Clients Department
    Daria Trubetskaya (Young&Rubicam FMS LLC)
    Client Service Director
    Andrey Pavlov (Young&Rubicam FMS LLC)
    Senior Account Manager
    Pavel Basov (Young&Rubicam FMS LLC)
    Account Manager
    Elena Grigorieva (Young&Rubicam FMS LLC)
    Head of TV production department
    Alexey Al-Nashi (AdService)
    Senior Art Director
    Alexander Perminov (AdService)
    Film Editor
    Ilya Malov (AdService)
    Producer
    Yana Seredenko (AdService)
    Sound Engineer
    Valentin Borisevich (AdService)
    Computer graphics specialist
    Michael Ovsiannikov (AdService)
    Computer graphics specialist
    Egor Kasatsky (AdService)
    Computer graphics specialist
    Oleg Maximov (AdService)
    Founder
    Yuri Kovalev (Business-Partner LLC)
    Brief description: Unfortunately, the identification parking signs on the ground mean nothing for non-disabled drivers. They just ignore the signs and take disabled parking spaces. Considering this fact, we decided to deliver a message to the drivers just right in the place where they break the law. On underground parking spaces of shopping malls and business center in Moscow, the non-profit organization Dislife turned the disabled parking signs into hologram projections of real disabled people. The equipment installed on disabled parking spaces was able to instantly project a holographic image on a thin air screen saturated with water dispersion, invisible to human eyes. Hidden cams verified the presence of a disabled sticker on windshields of an approaching car. If the sticker wasn’t detected the projection of a real disabled person appeared in front of the driver who didn’t respect the parking law. Through a real-time dialogue the projection persuaded drivers to find another place to park.