What if you want to stop smoking? You select a picture of yourself trying to have sex with a mate just before falling asleep, you give it to another mate, and then ask him or her to spread it online, once you start smoking again. An interesting concept, translated into a Facebook app by Publicis and created for Stivoro – a Dutch anti-smoking ‘center of expertise’. It sounds a bit schizo to blackmail yourself, but we can imagine that for some people it might work. For some, that is. Cause most people will anticipate on their weakness and select a not so embarrassing photo and someone that won’t screw them – metaphorically, that is. Originality: +1. Effectiveness: -1.

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).

This is the first anti-smoking campaign we’ve ever seen that doesn’t say it’s bad for your health. Instead it very craftfully points the smoker to the costs of smoking through what looks like an installation made out of almost 7,000 cigarettes – it is really made through a CG modeling tool, custom made by Magic. So this is what you’re missing out on; a shelf full of designer bags and shoes by Jimmy Choo. iris Amsterdam also created a motor bike and a trip around the world with the pyramids of Giza. All for the anti-smoking body Stivoro. So if you’re not quiting for your health, do it for your wallet. Tom Ormes, creative director at iris Amsterdam: “talking to the Dutch, we figured let’s hit them where it hurts most – their wallets!” Haha, inspired by the Dutch’ stingyness. We almost can’t imagine this hasn’t been done before. But then again, as we all know that is what you always think when coming across a brillant idea.

What you see is what you get: soft and strong – exactly what we all want our TP to be. Nice animation. Created by Publicis, produced by Glassworks, sound by Massive Music and Kaiser Sound Studios.

Quite heavy; a campaign that features ALS patients that have already died. ALS – Amyotrophic Lateral Sclerosis – is a rare neuromuscular disease that progressively impairs the functioning of the muscles. There’s no cure against ALS and once diagnosed you have about three more years to live. A few patients, like Conny, were filmed alive. When they die their ads are released. Very sad. But therefore also a very convincing way to get the people’s attention and ask for a donation to finance the research that should find a cure against it. Created by Publicis Amsterdam.

Yesterday was a good day. Not just because it was our first day in Cannes and we enjoyed soaking up all its extremes – Le Palais, the sun, the beach, ‘le canard au miel’, and lots of drinks – check out our photo’s here. It was also a good day for Amsterdam, because it won 5 Lions! Two silver lions went to outdoor; Interbest ‘mail stripper’ and the Go Fast water-bike, both to Y&R Not Just Film. At the time, we weren’t too positive about the unattractive stripper, because we doubted its effectiveness. You could say the silver lion has proved us wrong. Two bronze lions went to the radio commercial ‘sexual harassment’ (Publicis) and an Allsecur outdoor ad (Ogilvy). In Media Muse and Starcom won Silver for their 3D Samsung projection. Earlier, on Monday Amsterdam won two meager bronze lions; the Dutch dress for Bavaria in promo – which definitely deserves more in our opinion – and bronze for Boondoggle’s KLM Suprise in PR – in Holland this won a golden Spin (read: cyber) award. Hopefully we’ll be able to celebrate some gold later this week.