1.Mini Babybel "BBQ/kitchen/terrace"
These ads were almost all gold winners at the International Advertising
Festival at Cannes this year. This campaign combines the fun profile
that often defines a snack food with the engaging quality of good food
advertising. The simple idea plays on the petite characteristic of the
cheese, with the three spots featuring the diminutive Babybel in its own
unique environment. A very endearing campaign.
Country: Spain
Agency: Saatchi & Saatchi
Copywriter: Samuel Vazquez
Art director: Amabel Mincham
2. Guinness Stout "Guinness cleavage/Guinness skirt/Guinness
navel/Guinness bottom"
In true Guinness tradition, these spots are intelligent, but not
unintelligible. The ads ask "What's on your mind?" and feature various
images such as a cleavage which resembles a pint of Guinness. The visual
association with Guinness in this campaign proves the brand's strength
in placing a product that isn't even there.
Country: Singapore
Agency: Ogilvy & Mather
Copywriter: Andy Greenaway
Art director: Craig Smith
3. Fiona Bennett's Hats "black dress/feathers/red hair/dark hair"
An exceedingly eye-catching campaign, these poster ads for a Berlin
hatmaker use the local architecture in a highly original and unexpected
way. Whether this campaign started with a client brief, or whether the
creatives saw the sites and decided they would be good for a hat
campaign, it is a fine example of making the medium work for the
product. Well deserving of its gold Lion.
Country: Germany
Agency: Scholz & Friends
Art directors: Marco Fusz and Maik Heindorf
4. Sparletta Bubble Blu "desk/hair/shoe"
This simple campaign features an eye-catching series of ads as a
pertinent dramatisation of the Coca-Cola flavour. If you're looking to
advertise to children, bringing the product into their environment like
this is a sure-fire winner, and it picked up a gold Lion at Cannes.
Country: South Africa
Agency: Lowe Lintas Bull Calvert Pace
Copywriter: Justin Gomes
Art director: Andrew Whitehouse
5. BBV Bilbao Viscaya "bbv retirement"
Based on the concept "For those who think in their future", the ad shows
a hammock with its two ends tied to two baby trees. It suggests that in
the future when the trees grow, the hammock will offer a well-deserved
rest for those who have the retirement plan from Previdencia BBVA.
Country: Brazil
Agency: Carillo Pastore Euro RSCG
Copywriter: Guilherme Facci
Art director: Marcelo Catchola Carlini
6. Nike Paralympics "awkward/stare/sorry"
These executions confront any awkward feelings about people with
disabilities rather than inadvertently making the viewer feel guilty.
This campaign highlights the talent and drive of the athletes with an
integrity that gets to the core issue without portraying the athletes as
victims. Inspiring work.
Country: South Africa
Agency: The Jupiter Drawing Room
Copywriters: Gavin Williams, Brendan Jack
Art director: Heloise Jacob
7. Mercedes-Benz Actros "of course/as long as/we will"
While many horn-happy motorists hate getting stuck behind lorries,
Mercedes-Benz uses this campaign to point out that they play an
important part in the motorists' lives. By writing on the back of
trucks, the ads remind drivers that the lorry is carrying popular
produce and consequently motorists should be more tolerant of them.
Country: Germany
Agency: Scholz & Friends
Copywriter: Matthias Schmidt
Art director: Joachim Schoepfer
8. Levi's "Bliss"
In various spots such as "Bliss", BBH Asia-Pacific has invited cool
celebrities such as Sister Bliss from Faithless to venture on to the
world's biggest photocopier in their own Levi's in order to create their
own original and individual print. These images have been turned into a
poster and press campaign, with the aim being to reaffirm Levi's values
as the original, definitive and cool jeans.
Country: Singapore
Agency: Bartle Bogle Hegarty
Copywriters: Lisa Glasgow, Steve Elrick
Art director: Scott McClelland
9. Football Betting "God's arm"
This ad spoofs the famous painting by Michaelangelo in the Sistine
Chapel by exploiting one of the most famous brands in international
football. Doubtless eye-catching to its target audience too, as well as
being a cunning idea.
Country: Finland
Agency: TBWA/Platemaa Huttunen Santala
Copywriter: Erkko Mannila
Art director: Samuli Harjunpaa
10. Nike "bathrooms"
New Yorkers love running; despite the constant traffic and construction,
they just get on with it. So W&K tapped into this to reassert Nike as a
true running brand. The creative features local artists developing their
interpretation of running maps based on the characteristics of the
featured shoe. And linking the shoe attributes to characteristics of the
city is a way to link Nike to New Yorkers.
Country: USA
Agency: Wieden & Kennedy
Copywriter: Ilicia Winokur
Art director: Kim Schoen
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