This (cinema) commercial by TBWA\Neboko for IDFA (International Documentary Festival Amsterdam) was awarded last night at the prestigious ADCN (Dutch Art Directors Club) awards with a golden Lamp. Check out all the winners here. We love the IDFA film (‘you can’t make up reality’), because it is creative, insightful and convincing – the three essential ingredients of advertising. It’s typical that this work is hardly recognizable as a TBWA product. Was it because it was a ‘non-budget’ production? In any case it proofs that creativity needs an inspiring product rather than a big budget. Interesting detail: all the (real!) actors and Oscar winner Mike van Diem worked on it for free. Here’s another one: Jesus Camp.

Heineken has a history of launching premiums – to be obtained through a crate of beer – before the European and World Championship of football. The last 4 tournaments Heineken’s agency TBWA created all sorts of hats that enabled the audience to make some noise during the matches – last time, in South Africa, it was the Pletterpet. This spring – getting ready for Euro2012 – Heineken (and TBWA) not only exchanged the hat for a shirt, it also changed the tone of the commercial around the event. The advertising now feels weirdly incongruent; it starts with three guys that seem to have walked out of a bad Italian car commercial. And then it continues with ‘international’ shots. Even the ‘drinking-with-mates-in-a-bar’ shot is anything but Dutch – with fake bar and exotic models. The only thing that is really Dutch about the commercial is the KLM plane wearing an orange shirt and the ‘haha’ joke with ex international Ronald Koeman at the end. It feels as if the Dutch beer brewer was in a split between being the global, cosmopolitan brand and a chauvinistic football friend that wants to sell as much beer as possible in the supermarket. Well, in our opinion, it’s none of the above and stuck in the middle. And when you ask yourself what’s up with the numbers, you have to guess, cause the voice-over only speaks of supporting Orange with ‘your legendary deed.’ Oh well, whatever, we’ll probably drink a few Heinies during Euro2012 anyway.

Photo: Maurice Mikkers
The biggest winner last night at the ADCN (Dutch Art Director’s Club) awards was Lemz. All the ‘bulbs’ – of which one was a Grand Prix (the very best integrated work) – went to their Fireworks campaign. Our very favourite campaign of the year Domino’s Pizza Pepperoni by Indie won one Golden and two Silver bulbs (TV, internet and activation) – in our opinion it was at least as good as Lemz’ work. Wieden also won one Gold and two Silver for Heineken’s ‘The making of The Date’ (internet, TV, and activation). Selmore won Gold for Bavaria and Hugh Heffner – so we can be sure that Charlie Sheen will also win Gold next year. We were a bit surprised that N=5 won Gold for Telfort – not really our taste. Y&R won one Gold and two Silver for LG’s ‘smart thief‘ (internet, TV, and viral). A bit strange that alle these films are winning different prizes for the different channels through which they are broadcasted – does the channel matter? Another one of our favourites was Hema’s with a push-up bra in print, promoted by a male model, going viral big time – by Doom & Dickson. It won Gold and Silver. Note: Hema is one of the most down to earth department stores in the Netherlands. TBWA won Gold with its print campaign for DIY chain Gamma; free Lego – “Just like dad.” In Interactive Tribal DDB won Gold and Silver for ‘Obsessed with Sound’ for Philips. One of the most impactful commercials of the year by Publicis for ALS won Silver – “I have died by now.” Special bulbs went to Mischa Rozema (for directing OFFF), Christian Borstlap (art direction and illustration, for LV and Mr Porter), and Simon Warner (photgraphy, for Octopus).

Imagine you enter a hotel room before visiting a Champion’s League match and you find the trophy ‘with the big ears’ in your room. Wow! Nice! Yep, that’s how we would react. Though we always doubt the authenticity of case films – they almost never feel entirely real – we have to say this makes quite a sympathetic ad. Especially the guy taking a quick picture before he opens the door, made us smile. The concept reminds us of of the Italian Heineken ad that won a golden Lion in Cannes in 2010. The concept: football fans are taken to a classical concert by their girlfriends during the Champion’s League final. But not really; they get to watch the final on a big screen. Clearly a strategy/concept with mileage. Created by the United States of Fans.

We learned a new word today; ‘captcha’ – the text you need to fill out in an online form to make sure you’re not a bot. TBWA used it to promote a free eye exam at Pearle opticians. The hard to read captcha on the left changed into the banner on the right; ‘Time for an eye exam’. The banner directed the consumer to the Pearle site where an appointment could be made. Simple but sweet.

A guerrilla make-over to promote Holland’s largest DIY, Gamma’s wallpaper. The pay-off: “Isn’t it beautiful?” Well, if you’re asking our opinion; no this wallpaper is not beautiful. But the idea is though. Created by TBWA\Neboko.