Bram Tervoort, Chester de Vries (holding the Grand Prix for Good), Mark Woerde and Niels Pel.
As expected, Lemz last night won the Grand Prix for Good with Sweetie. The bold and truly creative case also won its 13th Gold (Branded Content & Entertainment) and the agency became the second independent agency of the year – after Forsman & Bodenfors (scoring big with Jean Claude van Damme’s Epic Split for Volvo) and before W+K Portland. In film Wieden+Kennedy Amsterdam won Silver with ‘The Odyssey’ for Heineken and 180 won Bronze with ‘The Last of Us’ for Sony’s Playstation. Unfortunately Amsterdam didn’t win any other prizes in Film, Craft, Integrated and Innovation. More…
Since Amstel ended its collaboration with Doom & Dickson last fall, the beer brand was on the lookout for a new agency. Being There won a pitch against runners up Etceterea and Joe Public. Amstel: “The agency is innovative, has the strategic and creative force, and the culture that fits well with Amstel.“ Olivier Koning, Managing Director Being There: “For us as an agency it’s a dream come true. We have worked so hard the past two years to develop from an activation agency to an agency of this day and age.” Amstel and Being There will now get together to discuss the creative work and their role in a small network of other agencies with whom Amstel is already working. The first results of the collaboration can be expected by the end of this year. We’ll be keeping our eyes open.
FCB Brasil wins the Grand Prix in Mobile with their very useful Nivea brand utility.
Yesterday in Cannes the Media, Outdoor and Mobile Lions were awarded. In Media Lemz won its 6th Gold with Sweetie for Terre des Hommes. Unfortunately JWT only received Bronze with ‘Have a seat’ for Android & KitKat. In Media the Grand Prix went to McCann Lima with Happy ID for Coca Cola. More…
Just when we thought that the Open Your World theme – introduced in 2011 with The Entrance – was starting to wear out, W+K creates this fantastic film. What a joy to watch. After a series of commercials taking place somewhat off the grid (especially ‘The Legend‘ and ‘Dropped‘), “The City” shows that even in your own urban backyard there’s enough to explore. Though it helps when you’re surrounded by skyscrapers and neon signs. And for those of you wearing a beard, the (belated) Easter egg in this commercial is that you are finally allowed to shave it off now. Anyway, directed by Traktor, shot by Christopher Doyle, edited by Work Post, and audio post by 750 MPH.
Following the ‘Everyone is legendary at something’ film we featured last week, Heineken has now released a ‘PR film’ addressing the people that don’t believe Heineken indeed cast 20 non-actors to play the protagonist in its Odyssey. Though the scene with Heineken’s PR lady is maybe a touch too playful (with, haha, a shark fin in the back – and Wieden’s office, for that matter), the individual casting sessions featuring the different actors are quite well done. Not real, of course, but at least showing that Heineken is truly that international brand it promises to be. You can also watch the original commercial interactively, and click on the different actors to see their casting as they come along. Just like the original commercial, this extra content was also created by Wieden+Kennedy, directed by Tom Kuntz (MJZ), and shot by Tim Maurice Jones.
‘The Odyssey’ is the latest Heineken film built on the ‘Open your world’ theme. More of the same we thought at first, but there’s actually a nice twist in this ‘Brazilian’ film. This time the protagonist is not just one smooth looking Mr Perfect, but an entire raft of them. And with the Nike-like proposition ‘Everyone is legendary at something’ it does end with a hopeful promise. Besides, critical or not, these kind of films make commercial breaks worth watching. Created by Wieden+Kennedy, directed by Tom Kuntz (MJZ), and shot by Tim Maurice Jones. Post by The Mill and music by Noriel Vilela.
We had hoped for a little more on the last days in Cannes, but 3 bronze is the best we could do in the prestigious categories of Titanium & Integrated, Film, Craft, and Branded content & Entertainment. In Craft Wieden won yet another award for Heineken; bronze for their Bond film. Production company Glassworks also won bronze for their skillfull G-Star film, Art of Raw, which we thought deserved a little more. What is special about Glassworks’ animation, is that it was created directly for the client, thus without an ad agency – confirming the trend that clients start to take creative direction in their own hands. Finally, Sharon Goldstoff and Jimmy Mars (working at Saatchi and Leo Burnett respectively) won bronze as Young Lions in Print.
Well, that’s a good start, a Grand Prix for W+K yesterday! This is maybe one of the least ‘Canny’ categories, but at the same time one of the more canny ones: the award for Creative Effectiveness. The results of the ‘Legendary Journey’ for Heineken (verified by the accountants of PWC) were truly impressive according to the jury, because of the difficult brief and overcrowded beer market. Several parts of this campaign were already awarded (The Making of The Date won Silver) in the past years – which is actually a prerequisite for submitting in this relatively new category. In PR Havas Amsterdam won Gold with their wonderful Tweetphony. In Promo & Activation Ogilvy won Silver for funeral insurer Déla (a bit of a complicated case, in which ‘real’ people thank their relatives in public for being there for them – “why wait with saying something beautiful”) and DDB & Tribal won Bronze for their Amstel Trophy can.
Earlier this week we featured Heineken’s new commercial; The Voyage. Together with this commercial the beer brand launched an activation, called ‘Dropped.’ It’s a series featuring people from around the world that are dropped in exotic places. The first episode features a Spaniard who is dropped in Alaska. At first it looks realtively serious, but when a person in a bear suit pops up and rides a snow scooter, you realize it needs to be funny – a pity. The last episode – and here’s the activation! – you can subscribe to also become a ‘legendary traveler.’ A bit strange that you need to live in the US for this global campaign – especially since Heineken positions itself as a globetrotter. But unfortunately a budget is there to have its limits. Created by W+K, directed by Roel Welling, and produced by WeFilm.
After The entrance, The date, and most recently the Road to the final, The Voyage is yet another film that turns the Heineken consumer into a cosmopolitan globetrotter. Though The Voyage is already a treat for the esthetic eye, this teaser, dubbed ‘Spinning Dancers,’ is truly rocking it! There are about 20 teasers in total. Here‘s another one. Created by Wieden+Kennedy, directed by Nick Ray Rutter, shot by Matthias Montero, and produced by Sonny London.