Premios » Eurobest » Eurobest Awards 2017

Eurobest Awards 2017

Tipo de premio: Advertising Awards

Head Office EUROBEST 33 KINGSWAY LONDON WC2B 6UF UNITED KINGDOM

Sitio: https://www.eurobest.com/
Email: awards@eurobest.com
Teléfono: :+44 20 3033 4000

From the organiser of Cannes Lions, Eurobest is the world’s pre-eminent celebration of European creativity. It’s a festival that draws on the continent’s varied cultures and vibrant communities to inspire learning, interaction, debate, and a healthy dose of competition. eurobest is unique. It is the only festival of ideas that moves around Europe, bringing together thousands of participants united in a common goal – to identify, discuss and celebrate the very best in European creativity. Through its prestigious awards programme, its cutting-edge seminars and its exciting and eclectic locations, eurobest delivers inspiration and learning for the creatively curious, and those committed to producing, commissioning or distributing better work. In 2016 eurobest moves to Rome, the birthplace of classical civilisation and wellspring of countless creative and cultural wonders ever since. We are delighted to arrive at this most iconic of places, and can’t wait to bring our delegates into eurobest’s creative melting pot against the backdrop of the eternal city.

Winning a trophy at Eurobest is a huge creative achievement. It also presents hundreds of benefits for businesses: from building confidence – both internally and externally – to attracting the best talent and new clients.

 

Special Awards

Advertiser Of The Year: Intermarché

Network Of The Year:

1. DDB Worldwide

2. McCann Worldgroup

3. havas

Agency Of The Year:

1. adam&eveDDB, London

2. BETC, Paris

3. &CO, Copenhagen

Country Agency Of The Year:

BELGIUM
1. DDB BRUSSELS

2. HAPPINESS BRUSSELS, AN FCB ALLIANCE, Brussels

3. BBDO BELGIUM, Brussels

DENMARK
1. &CO, Copenhagen

FRANCE
1. BETC, Paris

2. DDB PARIS,

3. TBWA\PARIS,

GERMANY
1. JUNG VON MATT, Hamburg

2. SCHOLZ & FRIENDS, Berlin

3. DDB GROUP GERMANY, Berlin

ITALY
1. PUBLICIS ITALY, Milan

2. McCANN WORLDGROUP, Milan

NORWAY
1. TRY, Oslo

2. SMFB, Oslo

3. POL, Oslo

RUSSIA
1. GOOD, Moscow

SPAIN
1. THE CYRANOS//McCANN, Barcelona

2. MRM//McCANN SPAIN, Madrid

3. McCANN MADRID

SWEDEN
1. FORSMAN & BODENFORS, Gothenburg

2. ÅKESTAM HOLST, Stockholm

3. TBWA\STOCKHOLM

THE NETHERLANDS
1. N=5, Amsterdam

2. DDB & TRIBAL WORLDWIDE AMSTERDAM

3. WIEDEN+KENNEDY AMSTERDAM

UNITED KINGDOM
1. adam&eveDDB, London

2. McCANN LONDON

3. PUBLICIS LONDON

Independent Agency Of The Year:

1. Grabarz & Partners, Hamburg

2. Jung von Matt, Hamburg

3. N=5, Amsterdam

Media Network Of The Year:

1. MEC

2. VIZEUM

3. UM

The Eurobest Golden Palm:

1. Make Me Pulse, France

2. &CO. Productions, Denmark

3. New Land, Sweden

Worlds Apart [video]

Añadir a la colección
Añadir una nota
Sector Cerveza
Media Publicidad en TV y cine, Digital, Case study
Mercado Reino Unido
Agencia Edelman London
Associate Creative Director Craig Mandell, Sophie Nicholas
Creative Director Rae Stones
Agencia Publicis London
Chief Creative Officer Bruno Bertelli
Executive Creative Director David Monk
Creative Director Cristiana Boccassini, Marcus Iiles
Agencia de production Rsa Films
Director Toby Dyer
Publicado mayo 2017

Premios

Cannes Lions 2017
PR Practices & Specialisms: Brand Voice & Strategic Storytelling Bronze Lion
PR Practices & Specialisms: Business Citizenship / Corporate Responsibility Bronze Lion
Cyber Web Campaign: Corporate Image Bronze Lion

Creditos y descripciones

Title: Worlds Apart
Agency: Publicis London, Edelman
Brand: Heineken
Country: United Kingdom
Entrant Company: Edelman, London
Advertising Agency: Publicis London / Edelman, London
Media Agency: Mediavest|Spark, London
Pr Agency: Edelman, London
Production Company: Rsa Films, London
Associate Creative Director: Craig Mandell (Edelman)
Managing Director: Melissa Hinds (Edelman)
Creative Director: Rae Stones (Edelman)
Global Chief Creative Officer: Bruno Bertelli (Publicis Worldwide)
Executive Creative Director: David Monk (Publicis Worldwide)
Creative Director: Cristiana Boccassini (Publicis Italy)
Global Digital Creative Director: Milos Obradovic (Publicis Italy)
Creative Director: Marcus Iiles (Publicis Worldwide)
Planning Director: Sol Ghafoor (Publicis Worldwide)
Planner: Chris Turner (Publicis Worldwide)
Managing Director, London: Trent Patterson (Publicis Worldwide)
Account Director: Katherine Thompson (Publicis Worldwide)
Account Director: Jackie Kough (Edelman)
Senior Account Manager: Tom Brett (Edelman)
Associate Director: Sophie Nicholas (Edelman)
Marketing Manager: Nic Casby (Heineken Uk)
Brand Communications: Milly Hutchinson (Heineken Uk)
Director Of Innovation: Dr Chris Brauer (Goldsmiths University)
Global Communications Director: Anuraag Trikha (Heineken Global)
Uk Marketing Director: Cindy Tervoort (Heineken Uk)
Uk Premium Brands Director: David Lette (Heineken Uk)
Global Communications Manager: Els Dijkhuizen (Heineken Global)
Global Brand Director: Gianluca Di Tondo (Heineken Global)
Senior Brand Manager: Alexander Drake (Heineken Uk)
Head Of Strategy: Rob Hocknell (Media Vest Spark)
Planning: James Moore (Publicis Italy)
Head Of Production: Colin Hickson (Publicis Worldwide)
Director: Toby Dyer (Rsa)
Date: June 2017
Relevancy:
The rise of populism and the affect it has had on the landscape in the UK has, it seems, impacted our belief systems, leading us to seek confirmation in cosy echo chambers, less tolerant of views we don’t share. The result is we are closing down, not opening up. Could a campaign with a simple message strike a chord to break down the barriers dividing us and prove there is more that unites than divides us? Our social experiment was timely, capturing a mood and sparking a global conversation, because it has a real human story at its heart.
Strategy:
Ignite consumers with a meaningful story by inviting polar opposites to find something in common. Prove that when you see past the labels, even the most divided can come together.Not only the genesis for our Worlds Apart film, but also the foundation for a first-of-its-kind partnership with a unique not-for-profit, the Human Library – a global organisation with a UK outpost that uses conversation to challenge stereotypes. Every ‘book’ in The Human Library™ is a real person with a story – from street sleepers and refugees, to transgender and people with life-changing illnesses. Each ‘book’ can be loaned for a conversation and a chance to find common ground. This isn’t about a marketing message. Heineken is making an ongoing commitment to drive change by taking action both at a corporate and brand level, lending its scale to the Human Library and leading people to think and act differently as a result.
Campaign Description:
We are never as open as we think we are. We look for views that correspond and reinforce our own, fuelling our preconceptions for the kind of people we’ll like, and those we won’t. These pre-conceptions are the enemy – they stop us looking for what unites us and they shut us down from each other.Our idea was to prove, with real people and real conversations, that there is more that unites us than divides us and that despite our difference we can always find something that connects us. And when we do, we open our minds and open our world.Beyond the Worlds Apart film we will be taking this into real life via internal events at Heineken, getting colleagues to find common ground by mixing with people they wouldn’t normally, to external customer events – proving our idea in real life with the Human Library partnership.
Outcome:
Widespread global engagement across 150 countries proof that the campaign had touched a nerve on a global scale725+ online news mentions. Trending topic on Twitter - 2
000 social media mentions with the sentiment being overwhelmingly positive (87%). A number of celebrities took to Twitter to praise the campaign including, Perez Hilton, Piers Morgan, Sarah Silverstone, Jane Lynch, Jennifer Saunders and Trevor Donovan. Made front page on TwitterNo 1 ad on YouTube in AprilGenerated 324,000 engagements, 138,000 shares and over 14 million organic views (Facebook and YouTube) before Paid was turned on 500 colleagues participated in the internal engagement of the campaignThe campaign has been included in Heineken's historical archive - moments that have shaped the history of the company Note: Because the campaign launched in April we do not yet have the customer or business data – which is published quarterly (end of June 2017)
Execution:
Our strategy was designed to generate maximum conversation by targeting news media and opinion-formers who would share across social. First, we scientifically validated that common ground leads you to being more open, partnering with Goldsmiths University. We hosted an intimate press event to premiere the film, inviting media to challenge their own prejudices by engaging in a live Human Library event, recreating the experience shown in the film. Released a series of exclusives with the Evening Standard, Telegraph, Fast Company and Independent that provided the catalyst for a groundswell of conversation. Targeted influential voices across the Twitterscape to increase the visibility and talkability. Over 8 consecutive days we generated 13 million organic views before paid media was turned on.Next we will be hosting a series of employee and consumer Human Library events across the UK, including Wilderness Festival, challenging people to step out of their echo chambers for real.
Synopsis:
2016. A year where the world seems to be closing down. But the truth is, there is more that we share, no matter our backgrounds or beliefs. When we find that common ground, we are more open, have more empathy and ultimately are more tolerant of one another. For more than 150 years Heineken has stood for openness, believing that the simple act of sitting down and having a conversation over a beer, helps bring people together. But if your brand line is ‘Open Your World’, you have to do more than simply say it, you have to bring meaning to it. Now was the time to prove that even the most divided people can open up when they find common ground.