Matt Riley, head of communications planning at 140 BBDO, says that both campaigns demonstrate the way in which the agency works: one idea that has the ability to span various channels. "In the Mercedes Benz ad, we used multiple [media] in one execution to engage with the consumer: print, digital and experiential."
The same is true for the Good Hope FM campaign, says Riley. "It is a great example of simple, deconstructed digital that is able to generate revenue."
Speaking at the awards, 140 BBDO's MD Eric D'Oliveira said that the agency underwent a name change and behaviour shift in 2011, and the result has been a remarkable turnaround for the business.
"How gratifying to see us emerge in one short year as the most-awarded integrated agency in the digital category of the 2011 Loerie Awards, as well as in the top two traditional agencies at the digital Bookmark Awards," he said.
| 1. | Agency: 140 BBDO Client: Mercedes-Benz Product: CL 63 AMG Title: Test Drive CD: Mike Schalit/Ivan Johnson AD: Alexis Beckett CW: Johann Schwell/Mike Pearson Photo: Barry White Illustrator: Tafiek Newman Production company: Ground Glass Credits: Daneel Malgas/Prezence Digital/Clinton Mitri/Karen Carr |
| 2. | Volkswagen BlueMotion "The Donated Ad Space Campaign" - Ogilvy Cape Town |
| 3. | Avis/Luxury Car Rental "Reunion" - Ireland/Davenport |
Ambient/outdoor
| 1. | Agency: TBWA/Hunt/Lascaris Johannesburg Client: Endangered Wildlife Trust Product: The Last Ones Left Title: Wild Dog/Wattled Crane/Dunong/Riverine Rabbit/Blue Swallow/Northern White Rhino CD: Adam Weber Group head: Miguel Nunes AD: Lizali Blom CW: Jared Osmond/Lizali Blom Photographer: Donated Images from Wildlife Photographers Image collections/Marti Keyter DTP: Robert McKenzie Production company: E-Graphics |
| 2. | LG Electronics "Washing Tunnel" - Y&R |
| 3. | Volkswagen/Golf 6 "Marching Band" - Ogilvy Cape Town |
Film
| 1. | Agency: Black River FC Client: Nando's Product: Full Pack Meal Title: Last Dictator Standing CD: Ahmed Tilly/Suhana Gordhan AD: Monde Siphamala/Mandie van der Merwe CW: Nhlana Ngcobo/Lufuno Mavhungu/Avish Gordhan Production company: Bouffant Director: Dean Blumberg Editor: Saki Bergh Audio engineer: Alun Richards Audio des: Alun Richards Voice artist: Sello Maake |
| 2. | McDonald's/Kids Parties "Antique Ship/19973 Startcaster/Heirloom Collection" - DDB SA |
| 3. | KFC "So Good" - Ogilvy Johannesburg |
Radio
Mercedes-Benz: Bud
Mercedes-Benz: Love
Mercedes-Benz: Toby
| 1. | Agency: Net#work BBDO Johannesburg Client: Mercedes-Benz Product: Avoidance Features Title: Love/Bud/Toby ECD: Rob McLennan CW: Brent Singer/Jenny Glover Production company: First Left Audio engineer: David Law |
| 2. | McDonald's/Kid'sParties "Billy/Theodore/Tiffany" - DDB SA |
| 3. | Energiser/Hearing Aid Batteries - What? Fish Eyes/The Probe Basement/Drunkard" - TBWA/Hunt/Lascaris |
Experiential
| 1. | Agency: Ogilvy Cape Town Client: SAB Product: Carling Black Label Title: Be the Coach CD: Chris Gotz/Tommy Le Roux/Jonathan Lang AD: Jonathan LANG/Delano Chengan/Ben de Villiers CW: Tommy le Roux/Yazeed Solomons/Logan Broadley Production company: Platapus & The Workroom |
| 2. | Wimpy "Braille Burger" - MetropolitanRepublic |
| 3. | SAB/Black Label "Carling Not Darling" - Ogilvy Cape Town |
Digital
| 1. | Agency: 140 BBDO Client: Good Hope FM Product: Mobile Title: Mobile Band Media agency: Prezence Category: Digital Agency team: ECD: Ivan Johnson CW: Mike Pearson/Johann Schwella/Daneel Malgas AD: John Letherbarrow |
| 1. | Agency: HelloComputer Client: Musica Product: Flo Browser Title: Musica Flo Browser Category: Digital Agency team: ECD: Mark Tomlinson CD: Simon Spreckly Technical director: Ivo Brodnik Programmer: Riaan van der Westhuizen Strategist/CW: Ivan Ayliffe Designer: Matt Thompson/Dean Broadley |
| 2. | Design Indaba "DIXIV Microsite" - Gloo Design/The Jupiter Drawing Room Cape Town |
Predictions and public voting
Earlier this week, ididthatad.com invited top creatives to give their predictions for the Creative Circle Ad of the Year Awards and members of the public were asked to vote for their own predictions, too. Voters didn't have to register but the voting system supposedly only allowed them to vote once. ididthatad.com reports 4000 prediction views and around 400 votes.
| Category | Actual winner | ididthatad.com guest predictors | ididthatad.com online voting |
|---|---|---|---|
| Mercedes-Benz 'Test Drive' | Volkswagen 'Product Blue Motion Campaign' Mercedes-Benz 'Test Drive' National Geographic 'Kids Mag' Lexus 'Product Advanced Obstacle Detection' | Lifta 'Stairlifts' (40.96%) | |
| Film | Nando's 'Last Dictator Standing' | Nando's 'Last Dictator Standing' McDonald's 'Kids Parties' | McDonald's 'Kids Parties' (31.82%) |
| Radio | Mercedes-Benz 'Avoidance Features' | Mercedes-Benz 'Avoidance Features' | McDonalds 'Kids Party' (53.13%) |
| Ambient/outdoor | EWT 'Last Ones Left' | EWT 'Last Ones Left' | EWT 'Last Ones Left' (44.44%) |
| Experiential | Carling Black Label 'Be The Coach' | Wimpy 'Braille Menu' Brandhouse 'Drive Dry' Carling Black Label 'Be The Coach' | Mr Delivery 'Delivery Service' (40.26%) |
| Digital | Tie: Good Hope FM 'Mobile' & Musica 'Flo Browser' | Musica 'Flo Browser' Good Hope FM 'Mobile' | FNB 'Online Branded Games' (26.67%) Design Indaba 'DIXIV Microsite' (26.67%) |
The Creative Circle Ad of the Month is sponsored by Primedia Unlimited, a supporter of South Africa's creative industry across all genres.
For more, go to www.creativecircle.co.za, www.adlip.co.za and ididthatad.com
