40+ amazing digital campaigns (Cannes)

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Not Campaign

Digital advertising campaigns are big business. Seriously big business. YouTube alone brought in US$876-million for Google in 2011.

It makes sense too. Digital campaigns “fix” a lot of the issues that exist in traditional advertising. It’s trackable, and third-party players such as Google Adsense mean that there’s a lot more space for negotiation when it comes to price than there in traditional media.

That said, you’re still not going to sell any product unless you’ve got a good campaign. The Cannes Lions, one of the world’s biggest international advertising festivals has revealed some of the best digital campaigns from the past year. Every year around 9 000 registered delegates from 90 countries visit the Festival, which receives more than 28 000 entries across various spheres of advertising.

This year, emerging markets countries have made a strong showing, with digital entries from South Africa, Brazil and India all making the shortlist for the digital section of the prestigious Direct category of the awards.

Some of the campaigns have won big at other award shows. Nike’s Back 4 the Future campaign for instance won a Webby award earlier this year. Ogilvy Cape Town’s “Be the Coach” campaign meanwhile recently won “Best use of Mobile” at the Bees social media awards.

Other standout campaigns include the VIP Fridge Magnet, which allows you to order a pizza from a Dubai restaurant just by tapping on it and Intel’s Museum of Me, which takes your Facebook feed and turns it into a virtual museum.

The festival has been around since 1954 and includes seven days of workshops, exhibitions, screenings, master classes and high-profile seminars by industry leaders such as Dan Wieden, Sir John Hegarty, Bob Greenberg, Maurice Lévy, David Droga, Mark Tutssel, Sir Martin Sorrell and Tham Khai Meng, as well as people like Mark Zuckerberg, Ben Stiller, Yoko Ono, Kofi Annan, Steve Ballmer and Bob Geldof.

Below are the shortlisted digital campaigns in the Direct category. Winners will be announced during the course of the week.

TitleAdvertiser/ClientProduct/ServiceEntrant CompanyCountry

A03 Direct Response Digital: Email Marketing

FORGOT YOUR PASSWORD?
ALZHEIMER’S ASSOCIATION US / ALZHEIMER’S ASSOCIATION
GRUPO GALLEGOS HUNTINGTON BEACHUSA
LEAKED EMAIL INVITE
THE COMMUNICATIONS COUNCIL / AWARD SCHOOL
DDB GROUP NEW ZEALAND AucklandNEW ZEALAND
WORLD’S YOUNGEST JOB APPLICANT
PLAN INDIA / CHILD WELFARE FUND
BBDO INDIA GurgaonINDIA

A04 Direct Response Digital: Mobile Marketing

VIP FRIDGE MAGNET
RED TOMATO PIZZA / RESTAURANT
TBWA\RAAD DubaiUNITED ARAB EMIRATES
SUNNY SALE
EMART / EMART
CHEIL WORLDWIDE SeoulSOUTH KOREA
HAPPINESS REFILL
THE COCA-COLA COMPANY / COCA-COLA
OGILVY BRASIL São PauloBRAZIL
BE THE COACH
SOUTH AFRICAN BREWERIES / CARLING BLACK LABEL
OGILVY CAPE TOWNSOUTH AFRICA
MOBILE MEDIC
AUSTRALIAN DEFENCE FORCE / DEFENCE UNIVERSITIES SPONSORSHIP
GEORGE PATTERSON Y&R MelbourneAUSTRALIA
PICK N PLAY
McDONALD’S SWEDEN / PIES, ICE CREAM AND MILKSHAKES
DDB STOCKHOLMSWEDEN
KID RESCUE
FUNDACIÓN TELEFÓNCA / TELEFÓNICA/ FUNDACIÓN TELEFÓNICA
Y&R COLOMBIA BogotáCOLOMBIA
HIJACK
ALIAS / MEAT PACK
4 AM SAATCHI & SAATCHI GuatemalaGUATEMALA

A05 Direct Response Digital: Websites, Microsites & Banners

THE 28 DAY PERSECUTION OF ROMMY GULLA
PANASONIC AUSTRALIA / BTW 800 DIGITAL RECORDER
THE CAMPAIGN PALACE SydneyAUSTRALIA
GAME FACES
ADIDAS / ADIDAS
TBWA\BERLINGERMANY
MEMORIES FOR THE FUTURE
GOOGLE JAPAN / GOOGLE
HAKUHODO KETTLE TokyoJAPAN
SEE FROM SOUND
AMARIN BOOK CENTER / NAIIN.COM BOOK STORE
McCANN WORLDGROUP BangkokTHAILAND
#WESLEYNOVERDAO
MOP / BRAZIL FOOTBALL
WIEDEN + KENNEDY São PauloBRAZIL
MISSING ADD-ON
INITIATIVE VERMISSTE KINDER / MISSING CHILDREN
KEMPERTRAUTMANN HamburgGERMANY
THE LIBERATION
ONLY / JEANS
UNCLE GREY CopenhagenDENMARK
THE HEIST
PAUSE HOME ENTERTAINMENT / HIFI CHAIN
ÅKESTAM HOLST StockholmSWEDEN
THE BEAUTY OF A SECOND
MONTBLANC INTERNATIONAL / NICOLAS RIEUSSEC CHRONOGRAPH
LEO BURNETT MilanITALY
ESCAPE THE MAP
MERCEDES / C-CLASS AMG COUPE
ABBOTT MEAD VICKERS BBDO LondonUNITED KINGDOM
BACK 4 THE FUTURE
NIKE / NIKE
WIEDEN+KENNEDY PortlandUSA
DIG DEEPER
HBO / TRUE BLOOD
BBDO NEW YORKUSA

A06 Social Media & Viral Marketing

TASK FORCE INVESTIGATION FIREWORK BOMB-MAKERS
CONSUMER SAFETY / TACKLING THE PRODUCTION OF HOMEMADE FIREWORK BOMBS
LEMZ AmsterdamTHE NETHERLANDS
SMART TWITTER SPOT
MERCEDES-BENZ ARGENTINA / SMART
BBDO ARGENTINA Buenos AiresARGENTINA
#MILLIONHOODIES FOR TRAYVON MARTIN
THE PARKS & CRUMP LAW FIRM / PUBLIC AWARENESS MESSAGE
McCANN ERICKSON New YorkUSA
BACK AT YA
SANTAM / INVESTMENT COMPANY
KING JAMES Cape TownSOUTH AFRICA
BOOK BURNING PARTY
LEO BURNETT DETROIT / TROY PUBLIC LIBRARY / TROY PUBLIC LIBRARY
LEO BURNETT DETROITUSA
THE DOVE AD MAKEOVER
UNILEVER / DOVE BRAND
OGILVY & MATHER LondonUNITED KINGDOM
A WOMAN’S NIGHTMARE
SAMUSOCIAL / CHARITY
PUBLICIS CONSEIL ParisFRANCE
MUSEUM OF ME
INTEL / INTEL CORE I5 PROCESSOR
PROJECTOR TokyoJAPAN
HUNTER AND BEAR’S 2012 BIRTHDAY PARTY
BIC GROUP / CORRECTOR FLUID
BUZZMAN ParisFRANCE
COCA-COLA POLAR BOWL
THE COCA-COLA COMPANY / COCA-COLA CLASSIC
WIEDEN+KENNEDY PortlandUSA
CHAOS IN YOUR TOWN
STATE FARM / INSURANCE
DDB CHICAGOUSA
MINI MAPS
MINI FRANCE / MINI
DDB PARISFRANCE
GUTI’S QUINIELA
SPANISH STATE LOTTERY / LOTERÍAS Y APUESTAS DEL ESTADO / LA QUINIELA LOTTERY
SHACKLETON MadridSPAIN
LOOK BLOCK
C&A / C&A
DDB BRASIL São PauloBRAZIL
THE CNN ECOSPHERE
TURNER BROADCASTING SYSTEMS / CNN
HEIMAT BerlinGERMANY

A07 Direct Response Digital: Other Digital Platforms

THE GOOGLE PUZZLE
GOOGLE / GOOGLE CHROME
HAKUHODO TokyoJAPAN
CONNECTING LIFELINES
HONDA MOTOR / INTERNAVI
DENTSU TokyoJAPAN
GROUP SALE
ALEH / ALEH
SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIVISRAEL
THE STEVE JOBS MOMENT OF SILENCE
MOMENT OF SILENCE / THE STEVE JOBS MOMENT OF SILENCE
KNARF New YorkUSA
SWEBUS JACKPOT
SWEBUS / LONG DISTANCE BUS
ÅKESTAM HOLST StockholmSWEDEN
SMALL BUSINESS GETS AN OFFICIAL DAY
AMERICAN EXPRESS / AMERICAN EXPRESS
CRISPIN PORTER + BOGUSKY BoulderUSA
SONG ON AIR = CLIP ONLINE
ABSYNTHE MINDED / ABSYNTHE MINDED
MORTIERBRIGADE BrusselsBELGIUM
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