Last week the Spinawards were awarded to the best digital cases in the Netherlands. That was just a Dutch affair. You would guess that internationally the Webby’s are a better indicator. But when looking at the winners, the show doesn’t seem to represent the best of Holland’s digital work. The 18th edition awarded 3 Webby’s and 3 People’s Voice Winners. The Webby’s went to: the KLM’s ‘Social Care’ (CRM) by agency Ministry of World Domination; an interactive website by Black Magic Marker about World War II; and Achtung!’s Bannerbahn. Since the People’s Voice Awards mainly say something about how well an agency can activate its social network, we don’t take them too seriously. Having said that, we were quite surprised that KLM Space, by DDB & Tribal didn’t win more than a People’s Voice Award. Just two more months and then the Cannes Lions will reveal what really sticks internationally in digital.
Tag Archive: Volkswagen
With 1 Gold (Interactive), 4 Silver (Interactive, Design and Mobile) and 3 Bronze (Interactive and Promo & Activation) one of our personal favourites, KLM Space by DDB & Tribal and Rapp was the big winner during this year’s Eurobest – from Dutch point of view that is. DDB & Tribal themselves was the agency which stuck out already with its amount of nominations on the short list and now with its awards: seven times Silver and four times Bronze. Rapp is part of DDB & Tribal so there were even more awards to take home: another Gold and Bronze. DDB & Tribal also got awarded 3 Silver for three different commercials for Inshared and it’s nice to see that the Netherlands are back in the film category (last year we won zero in film). Another one of our favourites that we dubbed digital concept of the year Achtung!’s GTI Bannerbahn for Volkswagen left Lisbon with 2 Silver and 1 Bronze in Interactive and Promo & Activation. They also were the only winners in…radio with a Silver award for their Porsche Cayenne Kilometer - proving they’re not just a digital agency. Ogilvy’s contribution for Dela (“why wait until it’s too late”) scored the second Dutch Gold in the category Branded Content & Entertainment and 2 Bronze in Promo & Activation and Media. Last summer they already won a Media Grand Prix in Cannes. We are quite pleased with the results: in total there were 24 Dutch winners this year, compared to 19 awards last year we did better, especially in digital.
Christian Borstlap proudly presents 5 (out of 7) bulbs to the press – photo by Matthijs Immink.
Unfortunately it took us half a week to recover from the ADCN (Art Director Club Netherlands) awards (read: the party afterwards). Which is why only now we’re able to do a write up. Anyway, unlike last year the venue (Gashouder, instead of Concertgebouw) and James Bond-inspired opening show were quite impressive; sexy girls, wearing tight latex suits (apparently a special desire of Etcetera’s Peter van Leeuwen), entered a box-ring stage accompanied by pumping music and a light show. It even made us feel a little proud about our industry: “Yeah, we work in advertising, baby!” The English-speaking presenter, Juan Señor, who also does the awards in Cannes, made the chitchat-interviews on stage with the different Jury presidents – just like last year – feel somewhat bipolar. Though we very well understand that the ADCN wants to include the international agencies, most Dutchies were either hard to follow, because of their not so fluent English, or simply doing their speeches in Dutch. But enough about form, let’s talk about the awards. Then again, form won Big last Wednesday. More…
Last Thursday the SpinAwards were awarded to the most digital clients, agencies, and ideas. Achtung! was the big winner with one Gold (Das Interland for Volkswagen) and three Silver (‘Tour dus Sofa’ for Skoda – an interactive game around the Tour de France). On top of that Achtung! became agency of the year – for the third time. KLM also won one Gold (Meet & Seat by Tribal DDB) and three Silver (Meet & Seat and Must see map by Code d’Azur), and became client of the year. Apart from these winners, our favourite cases were: Tweetphony (create your own 140-character symphony) by Havas – two Silvers – and the Twitter-directed film Under Control by Woedend!, winning Gold and Silver. Both ideas are simple, but at the same time quite innovative, using Twitter in a smart and unorthodox way. Finally, we were charmed by FHV BBDO’s Holland’s Next Octopus Paul, winning Silver. You can find the complete list here.
Guus ter Beek, Alwin Lanting, and Pim van Bommel, three graduates of the Willem de Kooning Academie in Rotterdam used SEO to influence Google’s organic Image search results, thus creating a fictisious ad for Volkswagen. When searching in Images for the “ultimate business car” four Volkswagen images ended on top; a Passat, together with the text “Like. A boss.” Organic instead of paid search. The downside of the concept is the fact that most people probably won’t use ‘ultimate’ when searching for a business car – while getting the same results with just ‘business car’ is much more difficult – and, secondly, organic search results change constantly – the current search result, as depicted above, is “Boss. Like a.” However, even if useless, applying new (or, as in this case, existing) techniques in advertising for the first time always generates exposure. So, whatever you think of this, Ter Beek, Lanting, and Van Bommel have at least handed out their business cards.
Another very fine piece of advertising by DDB for Volkswagen. A dog mimicking a Volkswagen. Nothing more, nothing less. But with viral potential galore. They better makes some space on their award shelves… Directed by Mattias Schut (CZAR), shot by Mark Bliss, sound by The Ambassadors, and music by Sizzer.
This is product placement 2.0. A second screen app that turns product placement into a game. Developed by Achtung! for the new RTL drama series Divorce, about three guys who share an appartment, because they are all in the middle of a divorce. The game is simple; whenever you see Volkswagen car keys on TV (the protagonists all drive Volkwagen), you got to tap a virtual hand on your second screen. If timed right, the key appears in the virtual hand. This way you can collect them to win a Volkswagen Beetle. In the first three episodes – with an average of 1.6 million viewers – 20,000 viewers played the game. Smart innovation. Technical execution by B-Lex.
And the winners are… Doom & Dickson, Publicis, and Lemz won Gold at Eurobest this year. Our very favourite Hema push-up bra won gold in PR (which should have been Gold for making a sound casefilm, really), and Silver in Promo & Activation. ALS’ ‘I’ve already died’ by Publicis won gold in PR, Silver in Direct, and Bronze in Promo & Activation. The third gold, in Promo & Activation went to KLM Live Reply by Lemz. In Interactive Tribal won Silver for KLM’s ‘Be my guest’ and Volkswagen’s ‘Hitchhike with a like.’ In the same category Achtung! won Silver for the Volkwagen Fanwagen. EuroRSCG (today Havas) won Silver in PR with ‘Save an orchestra‘ for the Dutch Metropole Orchestra. In Film Craft Wieden won bronze for Coca Cola’s Sitelets. The Wieden break-away We Are Pi was awarded with Bronze for the Human Arabesque for TEDx summit in Doha. In Design Arnold won Bronze for its Arnold bike. And, finally, Wieden also got Bronze in Promo & Activation for Live Serenade.
Volkswagen – ‘mobility sponsor’ of the Dutch Olympic team – created this modified Volkswagen Up together with Achtung! and B-Lex. Just to translate the pun; the title of this campaign is a variation on Hup Holland Hup, which more or less translates as ‘Go Holland Go’. The car is propelled by decibels; the louder you shout, the faster it drives. You can submit yourself as a team in your hometown through a dedicated website and when selected you need to drive the 100 meters sprint as fast as possible. The winner wins a trip to the London Olympics. We’re not quite sure what this tells us about the car (is it loud, but fast?), but awareness and sympathy it will definitely gain.
Tribal DDB did well last night in the Cyber category, winning four (!) Lions for Obsessed with Sound: Gold (sound), Silver (website), and two Bronze (integrated and user interface). The interactive website Tribal created for Philips made it possible to very smartly single out any of the 51 members of the Dutch Metropole Orchestra. Y&R won Silver for its LG thief. This online video of a thief stealing a very thin TV on a security cam went viral instantly and already won Gold in promo – and many Dutch awards, for that matter. Achtung! won Silver for its sexy Fanwagen; a real Volkswagen van customized into a Facebook fangwagen. In Press 72andSunny won a Grand Prix. That is, the Amsterdam based agency didn’t officially receive the credits – these went to the Italian agency Fabrica – but the agency was partly responsible for the Unhate print campaign for Benetton that made world leaders, like Obama and the Venezuelan Chavez kiss with each other. In Radio and Design Amsterdam didn’t win anything.