WINNER Title: Hype Agency: Publicis Dialog Creative directors: Jon Williams, Chris Aldons, Peter Hodgson Art directors: Martin Gent, Doug Mackenzie, Robin Garms Writer: Martin Gent Client: HP Work: www.hype4awards.com
Graphic designers are a tough bunch to advertise to. They proudly turn their noses up at marketing, especially from big US corporations. Publicis' answer was to create a gallery, inviting the design community to submit and hang their work for free. The only stipulation was that the title of the piece had to begin with the letters H and P, and when entering the gallery, they had to print out their work on HP large-format printers.
Four thousand people visited the Brick Lane gallery, and the Hype website has had more than 130,000 unique visitors. Because of its success, Hype galleries have opened in Paris, with Moscow, Singapore and Milan in the pipeline.
COMMENDATION Title: Sony Ericsson K750 Agency: Dare Creative partner: Flo Heiss Creative director: James Cooper Account director: Gavin Bell Client: Sony Ericsson Online marketing manager: Martin Lundin Work: www.daredigital.com/cda/k750/
To promote Sony Ericsson's K750 camera phone, Dare turned to the reportage photographer Martin Parr. The snapper was given a K750 and asked to capture life as it happened on his travels around the world, and post ten images a week on an online gallery. Visitors to the website were encouraged to upload their own shots and vote on the merits of the pictures on display.
More than 800,000 unique visitors were attracted to the site in the first four weeks, spending an average of six minutes on the site. More than 2,500 images were uploaded with 87,000 votes cast during this period.