Titanium and Integrated Awards

Titanium and Integrated Awards:

The jury understood that not all countries could create the same quality videos. The jury’s main goal was to look beyond the videos and focus on ideas that are pushing boundaries and redefining the way we look at advertising. 

Integrated Gold Lion:

Volvo Trucks
The New Volvo FMX

I would imagine that it is really difficult to get people to talk about trucks. Volvo introduced 5 new models of trucks and had to figure out a way to advertise them and actually get people to care. So they brought in Jean Claude Van Damme to do an unbelievable split in between two moving trucks and the video went viral.  This is a perfect example of how YouTube can be used to promote a product. The videos were released solely on YouTube and now have over 100million views.  I applaud Volvo for taking a product that no one really cares about and producing these Live Test Series films to add a creative side and demonstrate the trucks state of the art capabilities. 

Integrated Grand Prix:

Harvey Nichols
Christmas
Adam&EveDDB London
United Kingdom

I thought this was a really great idea by ADAM&EVEDDB. Harvey Nichols is a high-end luxury fashion retailer in the UK.  The concept was to create a line of gifts that you could give to your loved ones called the “Sorry I Spent It On Myself Gift Collection.” The collection consisted of presents like rubber bands, drain plugs and paper clips. I personally thought the film campaign was much funnier and more engaging than the print campaign where they just showed the products that had won earlier in the week.  The campaign had huge success with 26,000 products selling out in just three days.  I thought it was a really funny idea and obviously it was very effective.

Titanium Award:

UN Women
Gender Equality
Memac Ogilvy Dubai

I thought that Mermac Ogilvy Dubai did an excellent job in forming a creative advertisement that brought to light the issue of gender inequality.  They used Google’s autocomplete function and showed that gender bias is still prevalent. The search results became the center of the campaign with phrases like: “women should stay at home” and “women need to be put in their place”.  The lips of several women are covered in the ads by these appalling comments. The campaign reached 1.2 billion global impression with over 224 million twitter impressions. I think it was a brilliantly obvious way to use something we all use everyday to show that gender inequality is still a major issue all over the world. 

Project Daniel
Not Impossible Labs
3D Printing Prosthetics

This was probably one of my favorite campaigns of the festival for a couple different reasons. Mike Ebling founder of impossible labs was inspired by Daniel who had tragically lost both of his arms in an explosion near his village in Sudan. Through Not Impossible and with the help of Intel Corporation, Ebeling was able to get the funding to go to the Sudan and create prosthetic limbs for Daniel using a 3D printer. I’ve always been interested in 3D printing technology and I think it was a great cause. I don’t think it was a very good advertisement for Intel but I think it will help Not Impossible grow.    

States United to Prevent Gun Violence
Anti Gun Violence Organization
Unloadyour401k.com allows owners of a 401k-retirement plan to find out if they are investing in guns and to take their money out. Many people had no idea that their 401k is invested in gun companies. This advertisement does nothing more than making this issue known to people and allowing them to do something about it. 401k.com allows people with a 401k to divest their money away from these companies.  I think this is a great campaign not only because it brings awareness to the issue but it also offers a way for people to fix the problem easily. 

Titanium Grand Prix:

Honda Motor Co.
Internavi
Dentsu Tokyo 

In the year 1989 Senna set the worlds fastest lap during the Japanese Grand Prix qualifying. Using advanced sound and LED technology, paired with the raw data recorded in 1989, Dentsu Tokyo brought the original race back to life. The video became the most watched video by an automobile company in Japan’s history. I’m on the fence on whether or not I think this should have won the Titanium Grand Prix. I understand that merging data with creativity was the main reason this campaign won however; I don’t think it was the best advertisement in the world. I honestly thought Project Daniel and Not Impossible was better than Internavi.