Belohnungen » Cannes Lions » Cannes Lions 2013

Cannes Lions 2013

Der Typ der Belohnung: Advertising Awards

The Cannes Lions International Festival of Creativity is the world's biggest celebration of creativity in communications. As the most prestigious international creative communications awards, more than 28,000 entries from all over the world are showcased and judged at the Festival. Winners receive the highly coveted Lion trophy, presented at four award ceremonies throughout the week.

The Festival is also the only truly global meeting place for advertisers, advertising and communication professionals. Over 9,000 delegates from 90 countries attend seven days of workshops, exhibitions, screenings, master classes and high-profile seminars by industry leaders such as Dan Wieden, Sir John Hegarty, Bob Greenberg, Maurice Lévy, David Droga, Mark Tutssel, Sir Martin Sorrell and Tham Khai Meng, as well as people like Mark Zuckerberg, Ben Stiller, Yoko Ono, Kofi Annan, Steve Ballmer and Bob Geldof.

The networking and learning opportunity of the year, Cannes Lions is the must-attend event for anyone involved in brand communication.

SPECIAL AWARDS

MEDIA AGENCY OF THE YEAR

OMD AUSTRALIA, SYDNEY

NETWORK OF THE YEAR

1. OGILVY & MATHER
2. BBDO
3. DDB

HOLDING COMPANY OF THE YEAR

1. WPP
2. OMNICOM
3. PUBLICIS GROUPE

CREATIVE MARKETER OF THE YEAR
COCA-COLA

PALME D'OR

1. MJZ, USA
2. BISCUIT FILMWORKS, USA
3. O POSITIVE FILMS, USA

AGENCY OF THE YEAR

1. OGILVY BRASIL, SÃO PAULO
2. MCCANN MELBOURNE
3. ALMAPBBDO, SÃO PAULO

INDEPENDENT AGENCY OF THE YEAR
 

1. WIEDEN + KENNEDY, PORTLAND
2. SERVICEPLAN, MUNICH
3. WIEDEN + KENNEDY, NEW YORK

MEDIA PERSON OF THE YEAR

1. SALAR KAMANGAR, CEO, YOUTUBE, SENIOR VICE-PRESIDENT OF VIDEO, GOOGLE, WORLDWIDE

LION OF ST MARK
 

LEE CLOW, CHAIRMAN, TBWA\MEDIA ARTS LAB GLOBAL DIRECTOR OF MEDIA ARTS, TBWA\WORLDWIDE

UPPER CLASS PARK BENCH

In die Sammlung hinzufügen
Notiz hinzufügen
Branche Fluglinien
Medien Fallmethode
Markt Vereinigte Staaten
Agentur Y&R New York
Director Sam Cadman
Creative Director Eric Jannon, Chris Northam
Producer Emma Sanzo
Editor Michael Elliot
Veröffentlicht Mai 2013

Belohnungen

Cannes Lions 2013
PR Lions Technique; Best Use of Live Events and/or Stunts Silver

Kredite und Beschreibung

Type of entry: Technique
Category: Best Use of Live Events and/or Stunts
Advertiser: VIRGIN ATLANTIC AIRWAYS
Product/Service: VIRGIN ATLANTIC
Agency: Y&R New York, USA

Producer: Emma Sanzo (Beast Editorial)
Executive Producer: Elizabeth Krajewski (Beast Editorial)
Editor: Michael Elliot (Beast Editorial)
Line Producer: Angela Solomon (Station Film)
Executive Producer: Caroline Gibney (Station Film)
Executive Producer: Micahel Di Girolamo (Station Film)
Managing Partner: Stephen Orent (Station Film)
Director: Sam Cadman (Station Film)
Account Executive: Kate Kopperman (Y&R New York)
Group Account Director: Todd Cross (Y&R New York)
Agency Producer: Melissa Lander (Y&R New York)
Creative Director: Chris Northam (Y&R New York)
Creative Director: Eric Jannon (Y&R New York)
Chief Creative Officer: Jim Elliott (Y&R New York)

Describe the campaign/entry
To bring Virgin Atlantic’s new positioning to life “Flying in the face of ordinary” they created their own extraordinary version of an ordinary NY bench complete with padded
 leather, extendable leg rests, fold-out entertainment unit and stewardess call button. Everything you would expect in the air.

Placed in Manhattan (Broadway and 5th Avenue), people could comfortably sit and take complete control of their experience. As people sat, stewardesses showed up to offer complimentary refreshments and delicious food to order.

People could then use the entertainment unit to scroll through numerous entertainment options (from movies, music, video games, wellness) each triggering live, interactive performances that played out in front of the bench. People could even pause and change channels at any point.

Describe the brief from the client
Demonstrate how Virgin Atlantic are “Flying in the face of ordinary” and create awareness for their inflight experience with a PR approach that would earn media attention rather than paying for it.



Results


- Over 10,000 spectators during the stunt
- NYC based website traffic increased 12%
- NYC to London bookings up 8%
-10% booked Virgin Atlantic for the first time



Execution


Virgin Atlantic created their own extraordinary version of an ordinary NY bench complete with padded
 leather, extendable leg rests, fold-out entertainment unit and stewardess call button.
 Everything you would expect in the air.

Placed in Manhattan (Broadway and 5th Avenue), people could comfortably take a seat and take complete control of their experience. As people sat, stewardesses showed up offering complimentary refreshments as well as a menu of delicious food to order.

People could also use the entertainment unit to scroll through numerous entertainment options (from movies, music, video games, wellness) each triggering live, interactive performances that played out in front of the bench. People could even pause and change channels at any point. Virgin Atlantic’s crew finally thanked them for choosing Virgin Atlantic and farewelled them with special gifts.



The Situation


Virgin Atlantic had just launched their new positioning “Flying in the face of ordinary” in Europe. However they needed a way to demonstrate this to the New York market who are not as familiar with their level of service, entertainment and surprise.



The Strategy


People have forgotten how amazing flying really is.
The excitement and magic of soaring through the air has been eroded through cost cutting and an increasingly sanitized airport and flight experience.

Most people can’t wait to get the trip over and done with. We need to turn this attitude upside down and remind people of the Virgin way. We were born out of a passion for doing things differently and a conviction that flying should never be ordinary- or anything else, for that matter.

So, we take something familiar/ordinary and make it extraordinary: a park bench.