2012 Winners

INTERACTIVE

GERMANY
(Digital) - RECREATION & TOURISM
LEGO "LEGO Builders of Infinity"
Entrant: Serviceplan, Munich
Agency: Serviceplan
Creative Director(s): CCO: Alexander Schill; Executive Creative Directors: Maik Kaehler, Christoph Nann
Copywriter(s): Marc Vosshall
Art Director(s): Till Diestel, Oliver Schwank
Music Company: Gero Goerlich
Other(s): Executive Creative Director(s): Friedrich von Zitzewitz, Daniel Koennecke
Screen Design: Dennis Fritz
Programmer(s): Sven Busse, Robert von Leoprechting
Special Effects: Raul Dueck

URL: http://thisisforthejury.com/LEGO_boi/

(We had to develop a digital campaign for LEGO that promotes the core of the brand: creativity. As this is what the target audience uses when playing in whatever way with LEGO bricks, it was important for us to involve the user to create something new and big. Our aim was that everybody who gets in contact with our digital campaign becomes part of it by using their own creativity. We created an idea for the most common banner: The leaderboard banner. 728px x 90px for endless fun: An interactive jump ‘n’ run game, created by the users themselves. A little LEGO figure, starting on the very left, has to reach the right side of the banner in order to finish a level. While playing in the banner, user always have the possibility to visit builders-of-infinity.com. Here, users can create their own level – with LEGO bricks. Small bricks, big bricks, moving bricks, pink bricks, fast forward bricks... Once a user finished building a level, he can publish it. His level will be added to the game – raising the number of levels for the banner. And they can share their level with friends on facebook. So they can start playing the game with your level. Additionally everyone can embed the banner to his blog or website: Making it a viral banner campaign with very low media effort. Countless LEGO fans from all over the world create a never-ending jump ‘n’ run game. And to become #1 in the highscore some of them played even more than 1 hour on this banner. Already in the beginning there were about 50 levels per day created by users. The number raise every day. Also the time the banner kept users interested, was enormous: To become #1 in the highscore some of them played even more than 1 hour on this banner.

ISRAEL
(Digital) - PUBLIC SERVICES
Israeli Anti-Drug Authority "Drugs Set Your Timeline"
Entrant: Mccann Digital, Tel-aviv
Agency: McCann Digital
Creative Director(s): Nir Refuah
Copywriter(s): Daniel Barak
Art Director(s): Nir Hersztadt
Agency Producer(s): Inbal Fanan
Photographer(s): Guli Cohen
Other(s): Shibolet Alkobi; Keren Ashkenazi

URL: http://mdigital.co.il/awards/

SWEDEN
(Mobile Applications) - PUBLIC SERVICES
Stockholm County Aids Prevention "The Sex Prolie"
Entrant: ESTER , Stockholm
Agency: ESTER
Creative Director(s): Lotta Mellgren
Copywriter(s): Magnus Ivansson
Art Director(s): Emil Jonsson
Agency Producer(s): Anna Wennerstrom
Production Company: Monterosa, Queensbridge
Other(s): CEO/Chief Creative Officer: Roger Kempe
Graphic Designer: Michelle Christiansen

http://www.kampanjinformation.se/thesexprofile/app/

(Even though young Swedes know that condoms generally are a good idea, they aren't very good at using them. Our target audience (Stockholmers, aged 20-30) has become more careless, and consequently HIV and other diseases are spreading in numbers. The problem, studies suggest, lies in attitude. Condoms are often seen as an embarrassing break, an inconvenience. We created "The Sex Profile" – a smartphone app that provided a personal sex graph based on rhythm, sound level and duration while having sex. All you had to do was to find a partner – start the app – put the condom on – and let the app do the rest. Integrated with the app, the sex graphs were directly uploaded to the campaign site. With the question "How are you getting laid this summer?", we invited the target group to get involved in the campaign. By handing out thousands of free condoms in environments such as parks, festivals, concerts, cafés, and bars, where many young people meet, we made it easier for the audience to talk about safe sex as well as practicing it. Every condom was marked with a QR code that made it possible to download and use the app directly. The condom became the message, the media and the solution – and together with the app it made safe sex a lot more fun. Based on statistics from the latest sex graphs we made numerous banners and outdoor posters with topical news, starting discussions in the target audience.

RESULTS
People who easily forget the condom are usually the restless type – lectures and information from health authorities bore them. By letting them play around with the app, we could get a little closer to our target audience and remind them of safe sex.

At the end of summer over 5.900 were registered – which beat our goal with 590%. As many as 39% of young Stockholmers said they had become more positive to condom use than before. This exceeded our goal for the campaign with 98%.)

(Digital) - RECREATION & TOURISM
Swedish institute/VisitSweden "Curators of Sweden"
Entrant: Volontaire, Stockholm
Agency: Volontaire
Other(s):
URL: http://curatorsofsweden.com/jury/

(In 2011, Sweden became the first country in the world to let go of an official communication channel and hand it over to its citizens. Together with the Swedish institute and VisitSweden, we decided to break all branding principles and revolutionize the voice of a country. Every week, someone in Sweden is @Sweden: sole ruler of the world’s most democratic Twitter account. For seven days, he or she shares their everyday life, private opinions and general reflections creating a picture of Sweden, different to that usually obtained through traditional media. After that, someone else does the same — but differently. The response was overwhelming. We attracted over 25 000 followers from 120 countries and started thousands of conversations. Sweden trended on Twitter worldwide, sparking discussions on transparency in social media and how technology can be used for democracy as well as inspiring citizens in other countries to start similar accounts like @WeAreAustralia, @PeopleOfTheUK, @TweetweekUSA and @CuratorsMexico. The initiative has no end-date and has so far been featured on international television, newspapers, magasines, radio broadcasts and blogs all over the world. Some think it's just a clever PR campaign. Others believe that it's a beacon of free speech. For us, it’s the only way to paint a fair picture of Sweden for the rest of the world. Swede by Swede. Tweet by tweet.)

UNITED STATES
(Internet Applications) - MEDIA & ENTERTAINMENT
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

URL's:
Case Study: http://judgeseyesonly.com/one-copy-song
Facebook App: http://apps.facebook.com/justpassiton/