2012 Winners

PROMOTIONS & INCENTIVES


  • GERMANY
  • (Promotions & Incentives) - PROMOTIONS & INCENTIVES
  • LEGO "LEGO Builders of Sound"
  • Entrant: Serviceplan, Munich
  • Agency: serviceplan
  • Creative Director(s): CCO: Alexander Schill; ECD: Matthias Harbeck; CD: Oliver Palmer, Alexander Rehm
  • Copywriter(s): Nicolas Becker, Lorenz Langgartner
  • Art Director(s): Andreas Balog, Marijo Sanje
  • Production Company: Rene Hoffmeister/ Axel Al-Rubaie/ Ralf Scheibner
  • Music Company: Westpark Studios
  • Other(s): Account Supervisor(s): Monika Klingenfuß, Denise Mancinone
    Graphic Design: Anna Tracy Wodera
    Screen Design: John Petersson
    Programmer: Ret Lauterbach
    Producer(s): Martin Bierbaum, Florian Panier

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  • NORWAY
  • (Promotions & Incentives) - PROMOTIONS & INCENTIVES
  • IKEA Catalogue "The Beröra Mitten Kit"
  • Entrant: SMFB, Oslo
  • Agency: SMFB
  • Copywriter(s): Hans Magne Ekre
  • Art Director(s): Alexander Gjersoe
  • Other(s): Account Director: Kristian Kristiansen
    Account Manager: Tonje Skjetne Bjørnerem
    Designer: Nicklas Hellborg
    Illustrator: Torgrim Naerland

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  • POLAND
  • (Promotions & Incentives) - PROMOTIONS & INCENTIVES
  • The Polish Federation of Cancer Survivors/Mammogram Scanning "What a Person Can Miss a Machine Will Find"
  • Entrant: Havas Worldwide Warsaw, Warsaw
  • Agency: EURO RSCG Warsaw
  • Creative Director(s): Jacek Szulecki
  • Copywriter(s): Magda Banasik
  • Art Director(s): Rafal Rys
  • Other(s):

    (Most women know and perform – although not regularly – breast self-examination. They perceive this technique as sufficient for breast cancer diagnosis. They think further examinations are not required. That’s why only few sign up for mammogram scanning. We wanted to change this perception by communicating “what a person can miss a machine will find”. Stressing that mammogram scanning is by far better and more accurate in diagnosing breast cancer and women should use it on a regular basis. We decided to draw women’s attention to the “breast issues” at the most appropriate moment: when buying a bra and in the place where they would never expect this kind of communication. The mechanics of the action explained by itself the way mammogram test worked in a very simple but suggestive way: the gate beeps when you pass by and it turns out there is something in the bag you would not expect to have. Thanks to the information printed on the tag, women were able to quickly and easily make an appointment for a mammogram scan. 330 tags given away in 2 days and the website visited by 1650 unique visitors strongly indicates the Word of Mouth power of the action. Number of phone calls increased in 10% in comparison with the before-action results. Post-action effect continues when women visit other stores and hear the beeping.)

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  • UNITED STATES
  • (Promotions & Incentives) - PROMOTIONS & INCENTIVES
  • Adam Tensta "One Copy Song"
  • Entrant: R/GA, New York
  • Agency: R/GA
  • Creative Director(s): Chuck Tso, Taras Wayner
  • Copywriter(s): Joanna Crean, Mark Moll
  • Art Director(s): Rasmus Keger, Morten Halvorsen, Rasmus Wangelin
  • Other(s): Chief Creative Officer: Nick Law
    Creative Technologist: Alex Swidersky

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