LIONS 2012 DAI LY NE WS PUBLISHED BY BOUTIQUE EDITIONS - WWW.LIONSDAILYNEWS.COM SUNDAY, JUNE 17, 2012 LIIVE!! TODAY BUSSY AT THE DEB

GEORGES ST-PIERRE MMA WELTERWEIGHT CHAMPION DISCOVER HOW SOCIAL MEDIA HELPED TURN A FEARED FIGHTER INTO ONE OF THE WORLD’S MOST LOVED POP CULTURE ICONS. CREATING A SUPER-HUMAN BRAND 15:30 PM DEBUSSY THEATRE SUNDAY, JUNE 17TH

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11.30 GOVIRAL: ENGAGING GENERATION SOCIAL The next mass medium could be ‘PROUD MOMENT’ called social mixed media. It con- FOR AVI SAVAR sists of all previous media in one, mixed in new and increasingly amazing ways. While the big AVI SAVAR, founder and CCO of Big

TODAY’S SEMINARS TODAY’S screen might still be in the living Fuel and the president of the room, under the surface social inaugural Branded Content & media is boiling and it is the GenY Entertainment Lion category, said digital natives who are driving that the introduction of this new change award is a milestone for the 12.30 CHINA ADVERTISING ASSOCIATION PRESENTS advertising industry. “This is a GROUPM & RENREN: proud and humbling moment for NAVIGATING THE BIGGEST me,” he added. “In 2004 I began a LAND-GRAB IN ADVERTISING Ronaldo President Clinton Debbie Harry Dan Wieden HISTORY journey based on the belief that With over half a billion internet marketers can effectively use users and nearly 400 million going content, rather than advertising, to online with their phones, China is Lions welcomes top names drive their business mandates poised to become a vast social and mobile market forward. It’s a model that leads with people stories, rather than product 13.30 ZENITHOPTIMEDIA: as Festival numbers boom LIVE INFORMATION stories, to engage audiences IS BEAUTIFUL AGAINST a background of sion & Marketing Services, ture and urbanism. instead of disrupting consumers.” In the world of “big” data, broad- entries into the Cannes Lions and Visa’s Antonio Lucio. Also Another Wednesday highlight According to Savar, the world is a casters, publishers and marketers are using powerful tools such as competitions climbing near- on Monday Arianna Huffin- sees actor/director Forest very different place than it was just “infographics” and other forms of ly 20% year-on-year across gton and Roy Sekoff, Huff- Whitaker debating the a few years ago. “We've witnessed data visualisation to make sense the Festival's 15 different cat- ington Post's founding edi- democratisation of content a dramatic shift across media, of the noise egories, this year’s seminar tor share insights into the with David Alberts of crowd- entertainment, advertising, 14.30 TEXTAPPEAL: speakers again include glob- seismic shift from presenta- sourcing agency MOFILM, marketing and technology,” he said. CULTURE SHOCKS: PORN, YOUTH AND BRANDS ally famous names, major tion to participation. and Brian Message, co-man- “A shift that has given audiences When we discuss the impact of clients, industry legends and Actor Omar Epps, who plays ager of Radiohead. complete control of what technology on human behaviour, frontline thinkers. Dr Eric Foreman in global TV Also on Wednesday, produc- experiences, programmes and we never discuss the biggest The Festival welcomes more hit House, joins SapientNi- er/DJ/musician Mark Ron- brands they invite into their lives, impact of them all: today the mass consumption of online sexual stim- than 11,000 registered del- tro on Monday to explore how son joins GreenLight’s Nick and I am so proud to have been a ulae has provoked fundamental egates who will enjoy 54 sem- celebrities leverage cutting- Davidge and Tom Pettus of part of this shift. Our mission is to changes in the behaviours and per- inars across seven days. edge marketing techniques Innocean in RE:GENERA- turn brands into publishers.”But the ceptions of youth around the world Highlights include the and lead in the adoption of TION Music Project: The Evo- shift is not finished yet. “We have 15.30 GLOBE AND MAIL: appearance of gymnast Nadia new platforms such as Pin- lution of Brands and Artists merely scratched the surface — as GSP@CANNES - TURNING A FIGHTER INTO A BRAND Comaneci on Monday at the terest, Instagram or Beeyoo. in the Creative Process, to media and technology continue to Canadian athlete Georges St- Visa/TBWA Right Approach, On Wednesday at The discuss how to appeal to the converge we will see more changes, Pierre is also a brand. Social media Right Message, Right Time Guardian session Redrawing creative class by challeng- new opportunities and additional plays a key role in building, shap- debate. Comaneci will dis- Boundaries: Pushing The ing DJs and producers to gen- challenges. This is why the ing and maintaining this status, cuss Visa’s engagement with Limits Of Creativity, prize- erate new content, while establishment of the Branded with every action an opportunity to be leveraged for building fans the Olympics with TBWA/ winning architect Zaha Hadid opening up the process to Content and Entertainment category and garnering likes Chiat/Day’s Patrick O’Neill, discusses her work and the cameras and collaboration. at Cannes is so meaningful. It 16.30 THENETWORKONE: Timo Lumme of ICO Televi- challenges facing architec- On Thursday TURN TO PAGE 4 f solidifies the need for our industry THE INDEPENDENT AGENCY to embrace and reward new ways of SHOWCASE thinking, creating and delivering Julian Boulding, founder of thenet- workone and publisher of The Mobile competition grows fast brand messages.” World’s leading Independent Agencies, introduces the annual TOM ESLINGER, digital creative there should be a Mobile cat- Cannes Lions Independent Agency director of Saatchi & Saatchi egory, and two months later Showcase. The seminar features inspiring work and challenging Worldwide, and inaugural I was working with them to views from some of the leading Mobile Lions Jury President, formulate the sub-categories,” independent agencies in the world is “delighted” by the agency Eslinger said. today. response to the launching of “There had been growing 17.30 PARTY: a new category that he was pockets of mobile campaigns TECHNOLOGY. STORY. MARKET. instrumental in putting across lots of categories, and The human brain recognises the world primarily through the use of together. now we have 950 entries in story. Let us consider for a “Last year I suggested to Fes- the first year — which is more moment respected brands such as tival chairman Terry Savage than any of us expected.” One Tom Eslinger Avi Savar Nike, Sony, and Coca-Cola: behind and CEO Phil Thomas that thorny aspect of TURN TO PAGE 4 f a good brand, there is always a great story FESTIVAL NEWS P1 -5 DIRECT SHORTLIST P6 PROMO & ACTIVATION SHORTLIST P10 ALL SEMINARS ARE IN THE DEBUSSY INSIDE BOX FEATURE: MOBILE P16 FEATURE:BRANDED CONTENT P19 UNLESS INDICATED D1-02-Ad:25•01 front 16/06/12 19:53 Page2 D1-03-news+D:25•01 front 16/06/12 20:21 Page3

NEWS 3 Cannes Lions’ latest TechTalk drives the conversation app fills in the gaps f CENTRAL to the communications industry, technology takes centre stage at Cannes Lions 2012 with the launch of TechTalk, a new programme to spotlight pioneering work across the digital-marketing value chain. Offering a platform for forward-thinking businesses to share experiences and demonstrate their latest innovations, TechTalk will feature a series of curated talks fromy visionar digital specialists. Open to all delegates, the MediaLink- sponsored showcase will take place twice a day (10.00 and 14.00), from Monday to Friday in the Young Lions Zone on Level -1 of the Palais des Festivals. “We are truly excited about this,” said Terry Savage, chairman of Cannes Lions. “With the introduction of the new categories Mobile and Branded Content & Entertainment and the huge success that we are already seeing with these, it makes sense to introduce these sessions. To be able to hear directly from the lifeblood of the technology, media and marketing Senta Slingerland: “a great way to help delegates remember what they liked and learnt” industries is an unmissable chance to learn, be inspired and ultimately create groundbreaking work.” Michael Kassan, THE 2012 free Cannes Lions app for iPhone their Festival favourites. “There’s a scan- chairman and CEO of MediaLink, added: “This is a platform and Android not only guides delegates ner embedded into the app with which where the thought-leaders directly responsible for around the Festival and Cannes, but you can scan a fellow delegate’s badge developing innovative, market-tested solutions will talk also enhances the Lions experience and and save their contact details,” Slinger- about the environment that they are responsible for extends it to industry players unable land said. “It can also be used to scan changing.” to attend.“This latest version of the the QR codes in the shortlist exhibi- Speakers at the TechTalk sessions include the founders of Cannes Lions app integrates social-media tions and save the work, or to store speak- Pixxers, the first real-time platform for crowd-sourcing sharing options, giving delegates the er session presentations. Once you start photos via a global community; and Huddler’s Dan Gill, opportunity to message each other,” ‘goodybagging’ things, you’ll get an email who will focus on the rise of interest-based communities said Senta Slingerland, Cannes Lions’ from Box.com, our partners, with instruc- and how brands can interact with the next generation.^ head of digital & creative. “We have tions of how you can retrieve your take- also extended our Great Stories Start away assets for free online. It’s a great In Cannes campaign by selecting 10 way to help delegates remember what people to act as storytellers this year they liked and learnt during the Festi- and report on everything they are doing, val to present to their colleagues back seeing and liking.” The storytellers home.” The Cannes Lions 2012 app also include Ogilvy’s Rory Sutherland, Google includes shortlists, winners and a fun Creative Lab’s Ben Malbon and Naked’s personality test, developed by PHD and Fernanda Romano. The GoodyBag is eatbigfish. The app is available on iTunes another new feature, giving delegates and Google Play by searching Cannes a chance to digitally scoop and store Lions 2012.^

TURN FROM PAGE 1 f marketing to mobiles is with GPS-based apps for sports,” he privacy concerns among consumers: said. “But currently ad-serving is more “You cannot get around privacy, but or less in the same place that banner you can find out something about the adverts were ten years ago, so there’s person and their context, in order to plenty of progress to be made.” And offer them something that fits with their what of the old favourite, Bluetooth? life seamlessly, and that offers that per- “It was once so exciting and got a lot son some sort of useful function.” Search of attention b ecause it seemed to offer also offers many opportunities: “If some- what wi-fi promised,” he said. “But Blue- one is searching for a specific type of tooth has proved to be so useful as a shop or product, it’s a good moment practical tool that its relevance to mar- to serve them advertising — likewise keting has diminished.”^

PUBLISHER RICHARD WOOLLEY EDITOR IN CHIEF JULIAN NEWBY DEPUTY EDITOR DEBBIE LINCOLN SUB EDITOR JO STEPHENS REPORTERS ANDY FRY - EMELIA JONES - JULIANA KORANTENG - GARY SMITH LIONSDAIL YNEWS.COM SUNNIE ANTONIA PHOTOGRAPHERS YANN COATSALIOU - MICHEL JOHNER LAYOUT DESIGN A NOIR - T: +33 (0)1 48 06 22 22 - [email protected] ARNAUD PAIKINE - VALERIE MERSIER - CHRISTIAN ZIVOJINOVIC SYSTEMS CO-ORDINATION PROD EVENTS - SOPHIA ANTIPOLIS - T: +33 (0)4 93 33 12 40 CANNES LIONS DAILY NEWS/EDITORIALT: 04 92 59 01 91 ADVERTISING IN CANNES 04 92 59 01 88 - [email protected] JERRY ODLIN +44 77 6886 0417 - LISA RAY +44 77 98 662 955 - NICKI WEBBER +1 912 308 6967 - KAREN WATTS +1 949 974 71 61 MARKETING KIRSTY WOOLLEY ADVERTISING PRODUCTION ROGER HALL PRINTER IMPRIMERIE TOSCANE - NICE - [email protected] GREEN PUBLISHING THE PAPER USED BY BOUTIQUE EDITIONS IS A NATURAL, RECYCLABLE PRODUCT MADE FROM WOOD GROWN IN SUSTAINABLE FORESTS. THE MANUFACTURING PROCESS CONFORMS TO THE ENVIRONMENTAL REGULATIONS OF THE COUNTRY OF ORIGIN PUBLISHED BY BOUTIQUE EDITIONS LTD - 117 WATERLOO ROAD - LONDON SE1 8UL T: +44 20 7902 1942 - F: +44 20 3006 8796 © 2012 CANNES LIONS

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TURN FROM PAGE 1 f President Bill Clin- Gomez, as they look at how best ian Coe for The Cannes Debate: ton presents a session looking at to deliver what the Millennial Gen- Marketing And The Media — how advertising can help build a eration — anyone born between Three Big Challenges. The trio better world. Grupo ABC invited 1980-2000 — wants and needs will discuss how major sports Clinton to the Lions to mark the from its media. events can drive innovation and company’s 10th anniversary. The In 30 Years Of Creative Chaos on adoption of new media technolo- seminar is in the Grand Audito- Friday, Dan Wieden is joined by gies, from colour television to rium, but will also be streamed Sir John Hegarty for a frank dis- tablets and smart phones. They live to the Debussy. cussion about creativity. Wieden will also look at how London 2012 Also on Thursday, writer, philoso- and Hegarty, two of the indus- can reach young people and pher, TV presenter and entrepre- try’s most celebrated names, inspire them to choose sport. neur Alain de Botton presents the founded their agencies within days Later the same day Grey's Music 2012 Ogilvy & Inspire seminar. of each other 30 years ago. Seminar features Deborah Har- GSP: HE’S A BRAND This year the seminar returns to Next Sir Martin Sorrell of WPP ry, one of popular music’s most fCANADIAN athlete Georges grapple with another examina- will be joined by Brazilian foot- enduring icons. Best known as St-Pierre is both a mixed martial arts tion of inspiration, “the single most baller Ronaldo and Lord Sebast- the lead singer of Blondie — which UFC champ, and a celebrity whose elusive — and essential — aspect has sold 40 million albums — Har- brand has transcended his sport of our creative lives”. ry will be introduced by Jim thanks to the astute use of social Music legend Smokey Robinson Heekin, Grey Group CEO, and media. Everything he does is an is the guest for Thursday's Crispin CANNES 2012: A interviewed by Tim Mellors, Grey’s opportunity to build his fan base and Porter + Bogusky's seminar RECORD BREAKER worldwide chief creative. gather more likes. As such, this Extreme Interaction And Instant One of many representatives of superstar athlete has much in Accessibility, with Andrew Keller SOME 34,301 entries from 87 countries the client community in Cannes common with many consumer and David Clark of CP+B, creator have been submitted to the 59th Cannes this year, Stefan Olander of Nike brands today. At the Globe And Mail of the 4664 HIV/AIDS initiative Lions International Festival of Creativity, will be joined by RG/A’s Bob conference today at 15.30 in the for President Mandela. representing an increase of over 19% on Greenberg at Wednesday's Build- Debussy, St-Pierre and the Montreal- Another Thursday highlight is the last year, the largest number the ing a New Ecosystem for Con- based Sid Lee team will be appearance of Viacom president Festival has ever received. As a result of sumer Experience. The duo will demonstrating how to build and and CEO Philippe Dauman along- the increase in the number of entries, explain how Nike continues to rev- maintain a social persona with side MTV president Stephen Fried- more jury members have been appointed olutionise technology in sport to maximum impact — and minimal man, director/producer Jon Chu this year. inspire and enable every athlete damage. and singer and actress Selena to do better.^

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NEWS 5 Cannes Also dares you to unleash your inner child PABLO Picasso said: “Every child He added: “Play, Make, Master is an artist. The problem is how is all about maximum involvement to remain an artist once we grow and bringing creativity to life. We up.” wanted to steer audiences away This sentiment lies at the heart from the more functional aspects of the inaugural Play, Make, Mas- of branding and design, and focus Simon Bolton: “an experiment in creative therapy” Christian Schroeder: “bringing creativity to life” ter workshops and master class- on what is at the heart of a great es, launched under the Cannes brand: personality.” Also banner. Staged in a purpose- Led by creative entrepreneurs, once said: 'Give me the freedom Group, The Brand Union and Lam- built workshop space outside the including stop-frame animation of a tight brief' — and our new bie-Nairn are collaborating on Palais des Festivals, The Brand pioneer Aardman, New York-based concept fits the bill,” said Simon Cannes Also for the second time Union/ Lambie-Nairn initiative balloon artists Airigami and cer- Bolton, The Brand Union’s CEO this year. “We have a kiss and aims to encourage people to tified Lego artists Bright Bricks worldwide. “We are limited in punch relationship,” Bolton said. unlock their inner child, free of UK, the workshops invite dele- space but we hope the response “This collaboration is definitely constraint. gates to watch experts transform to what we are doing will be fan- the kissing bit and it’s wonder- “Our basic premise is to celebrate objects widely regarded as toys tastically free — an experiment ful to combine our complemen- creativity and the bank of talent into spectacular works of art. They in creative therapy. Although we tary skill sets.” ^ gathered here in Cannes, and are then encouraged to do the will be exhibiting work devised encourage more people to believe same themselves. The best of the during the week, we think the in their own inherent creativity,” resulting work will be exhibited environment we have designed said Christian Schroeder, CEO of for the duration of the Festival offers some respite from the com- design and branding agency Lam- in a relaxed lounge area, spon- petitive heat at Cannes Lions.” Scan the QR code to see a bie-Nairn. sored by Getty. “Norman Berry Sister agencies within the WPP preview video

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CAT NO TITLE ADVERTISER PRODUCT ENTRANT / AGENCY COUNTRY FLAT MAILING

A01/005 RECYCLING CALENDARS OF 1984 FOR 2012 OEKOPOOL, THE GREEN AD POOL AD POOL RUF LANZ ZÜRICH SWITZERLAND A01/013 QR-CRYSTAL CHRISTMAS MAILING JWT GROUP GERMANY JWT GROUP GERMANY JWT GROUP GERMANY HAMBURG GERMANY A01/023 FASTEST CHRISTMAS CARD BMW (SCHWEIZ) BMW M5 DRAFTFCB ZÜRICH SWITZERLAND A01/031 NSPCC CHILDLINE COLD MAIL DVD PACK NSPCC CHILDLINE RAPP LONDON UNITED KINGDOM A01/032 DYSLEXIC MEDIA INVITE PROCTER & GAMBLE PROCTER & GAMBLE GREY GROUP KUALA LUMPUR MALAYSIA A01/039 PLANT THE BILL ENEL ROMANIA ELECTRONIC BILLING SERVICE SAATCHI & SAATCHI ROMANIA BUCHAREST ROMANIA A01/055 SNOOP DOGG’S SMOKEABLE BOOK SNOOP DOGG KING SIZE SLIM ROLLING PAPERS PEREIRA & O’DELL SAN FRANCISCO USA A01/068 EDIBLE DESERT SURVIVAL GUIDE LAND ROVER LAND ROVER Y&R DUBAI UAE A01/069 366 DAYS OF ADVENTURE LAND ROVER LAND ROVER Y&R DUBAI UAE A01/076 THE SOLAR ANNUAL REPORT 2011 AUSTRIA SOLAR SOLAR ENERGY PROVIDER SERVICEPLAN MUNICH GERMANY A01/077 SHAMPOO PAPER INVITATION UNILEVER SEDA SHAMPOO JWT BRAZIL SÃO PAULO BRAZIL A01/080 BIN THE WORST OF 2011 - FLAT MAILING FCC - CITIZEN SERVICES FCC SEASON’S GREETINGS SHACKLETON MADRID SPAIN

DIMENSIONAL MAILING

A02/024 FESTIVAL INVITATION DIRECTOR´S CHAIR UNIVERSITY OF MALAGA FANCINE FILM FESTIVAL OF MALAGA TAPSA MADRID SPAIN A02/027 RELIEF PET HOUSE ANIMAL RELIEF HEADQUATERS RELIEF PET HOUSE HAKUHODO PRODUCT’S TOKYO JAPAN A02/037 UNICEF ‘ANY REASON’ UNICEF CHILD MARRIAGE RAPP LONDON UNITED KINGDOM A02/044 VIROU.GR CARREFOUR RETAIL F/NAZCA SAATCHI & SAATCHI SÃO PAULO BRAZIL A02/058 CORELLE POST-A-PLATE WORLD KITCHEN CORELLE PLATE MCCANN SYDNEY AUSTRALIA A02/079 THE REAL COOKBOOK GERSTENBERG VERLAG COOKBOOK KOLLE REBBE HAMBURG GERMANY A02/088 KEEPING THE LEGEND ALIVE SAREGAMA INDIA SAREGAMA MUSIC MCCANN WORLDGROUP INDIA MUMBAI INDIA A02/090 THE RUBBER BAND SINGAPORE RAFFLES MUSIC COLLEGE RAFFLES MUSIC EDUCATION DDB GROUP SINGAPORE SINGAPORE A02/091 MAGNETIC CARS VOLKSWAGEN UK AUTOMATIC DISTANCE CONTROL DDB GROUP SINGAPORE SINGAPORE A02/121 INDIA’S FIRST D.I.Y. CALENDAR FOR BABIES JOHNSON & JOHNSON JOHNSON’S BABY BBDO INDIA MUMBAI INDIA A02/123 LATINSTOCK’S BOOKS LATINSTOCK IMAGE BANK DDB BRASIL SÃO PAULO BRAZIL A02/124 HOW TO MAKE A SOUND ZEEG SOUND PRODUCTION ZEED SOUND PRODUCTION DDB BRASIL SÃO PAULO BRAZIL

DIRECT RESPONSE DIGITAL: EMAIL MARKETING

A03/001 FORGOT YOUR PASSWORD? ALZHEIMER’S ASSOCIATION US ALZHEIMER’S ASSOCIATION GRUPO GALLEGOS HUNTINGTON BEACH USA A03/008 LEAKED EMAIL INVITE THE COMMUNICATIONS COUNCIL AWARD SCHOOL DDB GROUP NEW ZEALAND AUCKLAND NEW ZEALAND A03/018 WORLD’S YOUNGEST JOB APPLICANT PLAN INDIA CHILD WELFARE FUND BBDO INDIA GURGAON INDIA

DIRECT RESPONSE DIGITAL: MOBILE MARKETING

A04/022 VIP FRIDGE MAGNET RED TOMATO PIZZA RESTAURANT TBWA\RAAD DUBAI UAE A04/023 SUNNY SALE EMART EMART CHEIL WORLDWIDE SEOUL SOUTH KOREA A04/037 HAPPINESS REFILL THE COCA-COLA COMPANY COCA-COLA OGILVY BRASIL SÃO PAULO BRAZIL A04/040 BE THE COACH SOUTH AFRICAN BREWERIES CARLING BLACK LABEL OGILVY CAPE TOWN SOUTH AFRICA A04/043 MOBILE MEDIC AUSTRALIAN DEFENCE FORCE DEFENCE UNIVERSITIES SPONSORSHIP GEORGE PATTERSON Y&R MELBOURNE / VML KANSAS CITY AUSTRALIA A04/048 PICK N PLAY MCDONALD’S SWEDEN PIES, ICE CREAM AND MILKSHAKES DDB STOCKHOLM SWEDEN A04/065 KID RESCUE FUNDACIÎN TELEFÎNCA TELEFÎNICA/ FUNDACIÎN TELEFÎNICA Y&R COLOMBIA BOGOTÁ COLOMBIA A04/077 HIJACK ALIAS MEAT PACK 4 AM SAATCHI & SAATCHI GUATEMALA GUATEMALA

DIRECT RESPONSE DIGITAL: WEBSITES, MICROSITES & BANNERS

A05/005 THE 28 DAY PERSECUTION OF ROMMY GULLA PANASONIC AUSTRALIA BTW 800 DIGITAL RECORDER THE CAMPAIGN PALACE SYDNEY AUSTRALIA A05/007 GAME FACES ADIDAS ADIDAS TBWA\BERLIN GERMANY A05/028 MEMORIES FOR THE FUTURE GOOGLE JAPAN GOOGLE HAKUHODO KETTLE TOKYO JAPAN A05/049 SEE FROM SOUND AMARIN BOOK CENTER NAIIN.COM BOOK STORE MCCANN WORLDGROUP BANGKOK THAILAND A05/055 #WESLEYNOVERDAO MOP BRAZIL FOOTBALL WIEDEN + KENNEDY SÃO PAULO BRAZIL A05/061 MISSING ADD-ON INITIATIVE VERMISSTE KINDER MISSING CHILDREN KEMPERTRAUTMANN HAMBURG GERMANY A05/069 THE LIBERATION ONLY JEANS UNCLE GREY COPENHAGEN DENMARK A05/070 THE HEIST PAUSE HOME ENTERTAINMENT HIFI CHAIN ÅKESTAM HOLST STOCKHOLM SWEDEN A05/078 THE BEAUTY OF A SECOND MONTBLANC INTERNATIONAL NICOLAS RIEUSSEC CHRONOGRAPH LEO BURNETT MILAN ITALY A05/092 ESCAPE THE MAP MERCEDES C-CLASS AMG COUPE ABBOTT MEAD VICKERS BBDO LONDON UNITED KINGDOM A05/104 BACK 4 THE FUTURE NIKE NIKE WIEDEN+KENNEDY PORTLAND USA A05/107 DIG DEEPER HBO TRUE BLOOD BBDO NEW YORK USA

SOCILA MEDIA & VIRAL MARKETING

A06/010 TASK FORCE INVESTIGATION FIREWORK BOMB-MAKERS CONSUMER SAFETY TACKLING THE PRODUCTION OF HOMEMADE FIREWORK BOMBS LEMZ AMSTERDAM THE NETHERLANDS A06/025 SMART TWITTER SPOT MERCEDES-BENZ ARGENTINA SMART BBDO ARGENTINA BUENOS AIRES ARGENTINA A06/070 #MILLIONHOODIES FOR TRAYVON MARTIN THE PARKS & CRUMP LAW FIRM PUBLIC AWARENESS MESSAGE MCCANN ERICKSON NEW YORK USA A06/072 BACK AT YA SANTAM INVESTMENT COMPANY KING JAMES CAPE TOWN SOUTH AFRICA A06/097 BOOK BURNING PARTY LEO BURNETT DETROIT / TROY PUBLIC LIBRARY TROY PUBLIC LIBRARY LEO BURNETT DETROIT USA A06/101 THE DOVE AD MAKEOVER UNILEVER DOVE BRAND OGILVYONE WORLDWIDE LONDON UNITED KINGDOM A06/111 A WOMAN’S NIGHTMARE SAMUSOCIAL CHARITY PUBLICIS CONSEIL PARIS FRANCE A06/115 MUSEUM OF ME INTEL INTEL CORE I5 PROCESSOR PROJECTOR TOKYO JAPAN

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DIRECT SHORTLIST 7 CAT NO TITLE ADVERTISER PRODUCT ENTRANT / AGENCY COUNTRY A06/124 HUNTER AND BEAR’S 2012 BIRTHDAY PARTY BIC GROUP CORRECTOR FLUID BUZZMAN PARIS FRANCE A06/131 COCA-COLA POLAR BOWL THE COCA-COLA COMPANY COCA-COLA CLASSIC WIEDEN+KENNEDY PORTLAND USA A06/132 CHAOS IN YOUR TOWN STATE FARM INSURANCE DDB CHICAGO USA A06/150 MINI MAPS MINI FRANCE MINI DDB PARIS FRANCE A06/160 GUTI’S QUINIELA SPANISH STATE LOTTERY / LOTERÊAS Y APUESTAS DEL ESTADO LA QUINIELA LOTTERY SHACKLETON MADRID SPAIN A06/164 LOOK BLOCK C&A C&A DDB BRASIL SÃO PAULO BRAZIL A06/166 THE CNN ECOSPHERE TURNER BROADCASTING SYSTEMS CNN HEIMAT BERLIN GERMANY

DIRECT RESPONSE DIGITAL: OTHER DIGITAL PLATFORMS

A07/003 THE GOOGLE PUZZLE GOOGLE GOOGLE CHROME HAKUHODO TOKYO JAPAN A07/032 CONNECTING LIFELINES HONDA MOTOR INTERNAVI DENTSU TOKYO JAPAN A07/036 GROUP SALE ALEH ALEH SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV ISRAEL A07/041 THE STEVE JOBS MOMENT OF SILENCE MOMENT OF SILENCE THE STEVE JOBS MOMENT OF SILENCE KNARF NEW YORK USA A07/053 SWEBUS JACKPOT SWEBUS LONG DISTANCE BUS ÅKESTAM HOLST STOCKHOLM SWEDEN A07/055 SMALL BUSINESS GETS AN OFFICIAL DAY AMERICAN EXPRESS AMERICAN EXPRESS CRISPIN PORTER + BOGUSKY BOULDER USA A07/056 SONG ON AIR = CLIP ONLINE ABSYNTHE MINDED ABSYNTHE MINDED MORTIERBRIGADE BRUSSELS BELGIUM

AMBIENT MEDIA (LARGE SCALE)

A08/047 LEGO BUILDERS OF SOUND LEGO LEGO SERVICEPLAN MUNICH GERMANY A08/053 KAUKO REMOTELY CONTROLLED DESIGN CAFÉ WORLD DESIGN CAPITAL HELSINKI 2012 DESIGN CAFÉ HASAN & PARTNERS HELSINKI FINLAND A08/054 LOUNGE MCDONALD’S SOUTH AFRICA KIDS BIRTHDAY PARTIES DDB SOUTH AFRICA JOHANNESBURG SOUTH AFRICA A08/059 PASSION PLANETARIUM ADIDAS JAPAN ADIDAS BASEBALL TBWA HAKUHODO TOKYO JAPAN A08/061 ARIEL FASHION SHOOT PROCTER & GAMBLE NORDIC ARIEL ACTILIFT LIQUID DETERGENT SAATCHI & SAATCHI STOCKHOLM SWEDEN A08/065 NRMA CAR CREATION INSURANCE AUSTRALIA GROUP NRMA COMPREHENSIVE CAR INSURANCE WHYBIN\TBWA\TEQUILA SYDNEY AUSTRALIA A08/069 THE RETURN OF DICTATOR BEN ALI ENGAGEMENT CITOYEN ENGAGEMENT CITOYEN MEMAC OGILVY LABEL TUNISIA TUNIS TUNISIA A08/073 HAMBURGER TIMETABLE MCDONALD’S MCDONALD’S DDB WARSAW POLAND A08/074 ART NEVER SEEN AUDIODESCRIPTION FOUNDATION AUDIO DESCRIPTION AWARENESS DDB WARSAW POLAND A08/077 BIKERS CARLSBERG CARLSBERG DUVAL GUILLAUME MODEM ANTWERP BELGIUM A08/079 EMPTY CARTS LATET MEALS FOR HOLIDAY FUNDRAISER SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV ISRAEL A08/087 AUDI FAN MESSENGER AUDI AUDI MOTORSPORT / R8 LMS KEMPERTRAUTMANN HAMBURG GERMANY A08/100 WHO CARES? SWEDISH ARMED FORCES RECRUITMENT DDB STOCKHOLM SWEDEN A08/105 NEW YORK WRITES ITSELF VILLAGE VOICE VILLAGE VOICE NEWSPAPER LEO BURNETT NEW YORK USA A08/126 WHO SAID A BATHROOM SHOULD BE JUST A LOO? IKEA BATHROOM 1861UNITED MILAN ITALY A08/131 DOUBLE BALL COCA-COLA COLOMBIA POWERADE ION4 OGILVY & MATHER COLOMBIA BOGOTÁ COLOMBIA A08/133 ANGRY BIRDS LIVE DEUTSCHE TELEKOM T-MOBILE SAATCHI & SAATCHI MILAN ITALY A08/138 3D LIVE THEATRE NEW SAN JVC 3D CAMCORDER DRAFTFCB BUENOS AIRES ARGENTINA A08/147 THE WORST BREATH IN THE WORLD FERRERO TIC TAC OGILVY FRANCE PARIS FRANCE

AMBIENT MEDIA & PRINT COLLATERAL, NON-MAIL (SMALL SCALE)

A09/011 SOCIAL BOOKMARK KODANSHA PUBLISHER 777INTERACTIVE TOKYO JAPAN A09/024 REUSE/WHATDOIDOWITHTHIS.ORG COFARMA PLASTIGEL MCCANN ERICKSON COSTA RICA SAN JOSE COSTA RICA A09/040 GOOD SHIRTS UNICEF UNICEF BBH NEW YORK USA A09/046 REAL FRUIT BOXES CAMP NECTAR JUICE AGE ISOBAR SÃO PAULO BRAZIL A09/078 WAITING TICKET SANTA CASA DE MISERICÎRDIA DE SÃO PAULO ORGAN DONATION Y&R SÃO PAULO BRAZIL A09/084 THE WORLD´S FASTEST PURCHASE PUMA MÉXICO PUMA FAAS CIRCUS BA BUENOS AIRES ARGENTINA A09/085 INK PAD DOOR STEP SCHOOL DOOR STEP SCHOOL LEO BURNETT INDIA MUMBAI INDIA A09/092 DONATING 2-BARCODE WATER CJ CHEILJEDANG MINEWATER CHEIL WORLDWIDE SEOUL SOUTH KOREA A09/109 THE HEADLINE NEWS CUP SLEEVE AL NISR PUBLISHING GULF NEWS Y&R DUBAI UAE A09/144 RECIPE RECEIPT UNILEVER HELLMANN’S MAYONNAISE OGILVY BRASIL SÃO PAULO BRAZIL A09/145 MOM CALLING CARDS AMMAR AMMAR OGILVY & MATHER ARGENTINA BUENOS AIRES ARGENTINA A09/149 FASHION LIKE C&A C&A DDB BRASIL SÃO PAULO BRAZIL

DIRECT RESPONSE BROADCAST: TV, RADIO & INFOMERCIALS

A10/010 MOMENT OF SILENCE ASOCIACION ECUATORIANA DE RADIODIFUSION CAMPAIGN DON’T DRINK AND DRIVE MARURI GREY GUAYAQUIL ECUADOR A10/026 HALF OF HBO FOR FREE CLARO TV HBO PREMIUM PACKAGE OGILVY GUATEMALA GUATEMALA A10/029 CABLE EFFECTS DIRECTV TELECOMMUNICATIONS GREY NEW YORK USA A10/032 PANYEE FC TMB BANK PUBLIC COMPANY TMB CORPORATE BRANDING THE LEO BURNETT GROUP THAILAND BANGKOK THAILAND

DIRECT RESPONSE PRINT OR STANDARD OUTDOOR, INCLUDING INSERTS

A11/005 LIMITED EDITION SYDNEY DOGS AND CATS HOME ANIMAL SHELTER M&C SAATCHI/MARK SYDNEY AUSTRALIA A11/024 THE POWER OF A COIN BISCHOEFLICHES HILFSWERK MISEREOR CHARITY KOLLE REBBE HAMBURG GERMANY A11/030 THERE’S A PLACE FOR GOOD ENGINEERS. TOYOTA GERMANY RECRUITMENT / HUMAN RESOURCES SAATCHI & SAATCHI DÜSSELDORF GERMANY A11/040 THE BLUEMOTION LABEL VOLKSWAGEN BLUEMOTION OGILVY CAPE TOWN SOUTH AFRICA

ACQUISITIONS

B01/007 BURNING FOR BUSINESS JWT GROUP GERMANY JWT GROUP GERMANY JWT GROUP GERMANY HAMBURG GERMANY B01/009 IKEA ROTHENBURG IKEA IKEA WIRZ/BBDO ZÜRICH SWITZERLAND B01/037 FINDING TRUE NORTH VF THE NORTH FACE OGILVY SHANGHAI CHINA B01/040 BACK TO GARBARINO GARBARINO GARBARINO LEO BURNETT ARGENTINA BUENOS AIRES ARGENTINA B01/047 THE RUBBER BAND SINGAPORE RAFFLES MUSIC COLLEGE RAFFLES MUSIC EDUCATION DDB GROUP SINGAPORE SINGAPORE B01/064 PREDICTIONS IBM PREDICTIVE ANALYSIS SOFTWARE OGILVYONE WORLDWIDE LONDON UNITED KINGDOM

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8 DIRECT SHORTLIST CAT NO TITLE ADVERTISER PRODUCT ENTRANT / AGENCY COUNTRY RETENTION

B02/008 FASTEST CHRISTMAS CARD BMW (SCHWEIZ) BMW M5 DRAFTFCB ZÜRICH SWITZERLAND B02/024 AUDI GPS: GEOPOSITIONED STORIES VOLKSWAGEN AUDI ESPAÑA AUDI CP PROXIMITY BARCELONA SPAIN B02/026 AUDI FAN MESSENGER AUDI AUDI MOTORSPORT / R8 LMS KEMPERTRAUTMANN HAMBURG GERMANY B02/028 DETAILS BRITISH AIRWAYS FIRST CLASS CABIN OGILVYONE WORLDWIDE LONDON UNITED KINGDOM B02/033 HOTEL FOR PLANTS ISLAZUL SHOPPING CENTER SHOPPING CENTER OGILVYACTION MADRID / OGILVY SPAIN MADRID / OGILVYACTION SPAIN MADRID SPAIN

BEST LOW BUDGET CAMPAIGN

B03/057 ROMANIANS ARE SMART KANDIA DULCE ROM BV MCCANN ERICKSON BUCHAREST ROMANIA B03/071 BOOK BURNING PARTY LEO BURNETT DETROIT / TROY PUBLIC LIBRARY TROY PUBLIC LIBRARY LEO BURNETT DETROIT USA B03/072 INTEGRATION DAY COORDOWN ONLUS WORLD DOWN SYNDROME DAY SAATCHI & SAATCHI MILAN ITALY B03/092 TROJAN SHIRT EXIT DEUTSCHLAND EXIT GERMANY GRABARZ & PARTNER HAMBURG GERMANY B03/093 BYO CUP DAY 7-ELEVEN SLURPEE LEO BURNETT MELBOURNE AUSTRALIA B03/095 IFOLD VODAFONE INDIA SAVING PAPER OGILVY & MATHER MUMBAI INDIA B03/108 THE COKE HUG MACHINE THE COCA-COLA COMPANY COCA-COLA OGILVY & MATHER SINGAPORE SINGAPORE

PRODUCT LAUNCHES

B04/013 PUSH TO ADD DRAMA TNT TURNER BROADCASTING SYSTEM TV CHANNEL DUVAL GUILLAUME MODEM ANTWERP BELGIUM B04/016 THE INVISIBLE DRIVE DAIMLER MERCEDES-BENZ F-CELL JUNG VON MATT HAMBURG GERMANY B04/044 TANG SHAKER TANG TANG DRINK OGILVY & MATHER ARGENTINA BUENOS AIRES ARGENTINA

FAST MOVING CONSUMER GOODS

C01/018 THE RECEIPT KRAFT FOODS PHILADELPHIA PKP BBDO VIENNA AUSTRIA C01/021 SHARE A COKE COCA-COLA SOUTH PACIFIC COCA-COLA OGILVY & MATHER SYDNEY AUSTRALIA C01/030 ARIEL FASHION SHOOT PROCTER & GAMBLE NORDIC ARIEL ACTILIFT LIQUID DETERGENT SAATCHI & SAATCHI STOCKHOLM SWEDEN C01/032 FAT YAK CARLTON AND UNITED BREWERIES CARLTON MID CLEMENGER BBDO MELBOURNE AUSTRALIA C01/047 DONATING 2-BARCODE WATER CJ CHEILJEDANG MINEWATER CHEIL WORLDWIDE SEOUL SOUTH KOREA C01/055 THE WORLD’S DEEPEST WEBSITE IDS BORJOMI OGILVY & MATHER UKRAINE KIEV UKRAINE C01/076 COCA-COLA POLAR BOWL THE COCA-COLA COMPANY COCA-COLA CLASSIC WIEDEN+KENNEDY PORTLAND USA C01/083 THE WINE THAT SOLD BEER DB BREWERIES EXPORT DRY COLENSO BBDO AUCKLAND NEW ZEALAND

CARS & AUTOMOTIVE SERVICES

C02/001 SMART EBALL DAIMLER SMART FORTWO ELECTRIC DRIVE BBDO GERMANY DÜSSELDORF GERMANY C02/002 HYUNDAI APPROVED BY VW CHAIRMAN HYUNDAI HYUNDAI I30 RUF LANZ ZÜRICH SWITZERLAND C02/003 KEY TO VIANO MERCEDES-BENZ VANS VIANO VAN LUKAS LINDEMANN ROSINSKI HAMBURG GERMANY C02/009 FAN THE FLAME MINI MINI ON FACEBOOK TBWA\BRUSSELS BELGIUM C02/029 THE PEOPLE’S CAR PROJECT VOLKSWAGEN GROUP CHINA VOLKSWAGEN PROXIMITY CHINA BEIJING CHINA C02/047 IQ STREETVIEW TOYOTA BELGIUM TOYOTA IQ HAPPINESS BRUSSELS BELGIUM C02/048 REARVIEW CAMERA RACE KIA MOTORS COLOMBIA REARVIEW CAMERA OGILVY & MATHER COLOMBIA BOGOTÁ COLOMBIA C02/069 MINI MAPS MINI FRANCE MINI DDB PARIS FRANCE

OTHER CONSUMER PRODUCTS (INCLUDING DURABLE GOODS)

C03/015 LEGO BUILDERS OF SOUND LEGO LEGO SERVICEPLAN MUNICH GERMANY C03/016 BID YOUR SWEAT NIKE NIKE + JWT MEXICO MEXICO CITY MEXICO C03/021 CATCH THE FLASH NIKE NIKE VAPOR FLASH JACKET JUNG VON MATT STUTTGART GERMANY C03/022 M.J BALE GRAZED ON GREATNESS M.J.BALE AUSTRALIAN CRICKET TEAM SPONSORSHIP WHYBIN\TBWA\TEQUILA SYDNEY AUSTRALIA C03/028 THE BEAUTY OF A SECOND MONTBLANC LUXURY PENS LEO BURNETT MILAN ITALY C03/045 YOU’VE GOT A CASE AT&T PHONE AND CELL SERVICES BBDO NEW YORK USA

FINANCIAL PRODUCTS & SERVICES

C04/006 TODAY’S YOUTH FOR YESTERDAY’S YOUTH KBC BANK KBC BANK TBWA\BRUSSELS BELGIUM C04/018 BACK AT YA SANTAM INVESTMENT COMPANY KING JAMES CAPE TOWN SOUTH AFRICA C04/025 SMALL BUSINESS GETS AN OFFICIAL DAY AMERICAN EXPRESS AMERICAN EXPRESS CRISPIN PORTER + BOGUSKY BOULDER USA C04/030 CHAOS IN YOUR TOWN STATE FARM INSURANCE DDB CHICAGO USA

COMMERCIAL PUBLIC SERVICES, INCL. HEALTHCARE & MEDICAL

C05/010 LEAVING THE LIGHT OFF ENERSUR GDF SUEZ ELECTRIC COMPANY JWT LIMA PERU C05/014 SOUNDTRACK SWEDEN TELIA TELIA DDB STOCKHOLM SWEDEN C05/020 CLASSROOM OF THE FUTURE UNIVERSITY OF PHOENIX THE PHOENIX LECTURE SERIES PEREIRA & O’DELL SAN FRANCISCO USA C05/043 + ART ABRA - BRAZILIAN ACADEMY OF ART BRAZILIAN ACADEMY OF ART DDB BRASIL SÃO PAULO BRAZIL

TRAVEL, ENTERTAINMENT & LEISURE

C06/032 TWITTERSCRABBLE MATTEL SCRABBLE TRICKSTER DUVAL GUILLAUME MODEM ANTWERP BELGIUM C06/036 ANYWAKE LUFTHANSA AIR TRAVEL DDB STOCKHOLM SWEDEN C06/039 BIG BONE DINOSAURIER MUSEUM SENCKENBERG MUSEUM SAATCHI & SAATCHI BERLIN GERMANY C06/048 THE UNFINISHED KONZERTHAUS DORTMUND KONZERTHAUS DORTMUND JUNG VON MATT HAMBURG GERMANY C06/050 SCRABBLE TALES LA JUGUETERÊA SCRABBLE GAME OGILVY GUATEMALA GUATEMALA C06/056 WI-FICTION MELBOURNE WRITERS FESTIVAL 2011 MELBOURNE WRITERS FESTIVAL JWT MELBOURNE AUSTRALIA C06/059 NOT FOR ALL BONNIER ART GALLERY ART GALLERY DDB STOCKHOLM SWEDEN

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DIRECT SHORTLIST 9 CAT NO TITLE ADVERTISER PRODUCT ENTRANT / AGENCY COUNTRY RETAIL & E-COMMERCE, INCLUDING RESTAURANTS C07/013 WIMPY BRAILLE BURGER WIMPY BRAILLE MENU METROPOLITANREPUBLIC JOHANNESBURG SOUTH AFRICA C07/014 NAMES PROMOTION MICASA FURNITURE RETAILER SPILLMANN/FELSER/LEO BURNETT ZÜRICH SWITZERLAND C07/017 SMALL CURRENCY PT REKSO NASIONAL FOOD MCDONALD’S LEO BURNETT INDONESIA JAKARTA INDONESIA C07/028 SUNNY SALE EMART EMART CHEIL WORLDWIDE SEOUL SOUTH KOREA C07/033 THE LIBERATION ONLY JEANS UNCLE GREY COPENHAGEN DENMARK C07/051 THE HEIST PAUSE HOME ENTERTAINMENT HIFI CHAIN ÅKESTAM HOLST STOCKHOLM SWEDEN C07/056 MAGAZINEYOU MAGAZINE LUIZA MAGAZINE OGILVY BRASIL SÃO PAULO BRAZIL

PUBLICATIONS & MEDIA C08/022 THE BOOK THAT CAN´T WAIT ETERNA CADENCIA ETERNA CADENCIA DRAFTFCB BUENOS AIRES ARGENTINA C08/023 THE HEADLINE NEWS CUP SLEEVE AL NISR PUBLISHING GULF NEWS Y&R DUBAI UAE C08/026 THE GREAT EMBED CANAL + CANAL + RAPP PARIS FRANCE C08/037 THE CNN ECOSPHERE TURNER BROADCASTING SYSTEMS CNN HEIMAT BERLIN GERMANY

BUSINESS PRODUCTS & SERVICES C09/001 ALWAYS ON AGGREKO POWER GENERATORS BOOMTOWN STRATEGIC BRAND AGENCY PORT ELIZABETH SOUTH AFRICA C09/002 GROWING TREES PRISM PAPYRUS PRIVATE FEDRIGONI DDB MUDRA GROUP MUMBAI INDIA C09/013 DELIVERED BY LIBERTY LIBERTY EXPRESS COURIER JWT COSTA RICA SAN JOSÉ COSTA RICA C09/015 THE GNOME EXPERIMENT KERN & SOHN PRECISION SCALES & CALIBRATION OGILVYONE WORLDWIDE LONDON UNITED KINGDOM C09/018 HUNTER AND BEAR’S 2012 BIRTHDAY PARTY BIC GROUP CORRECTOR FLUID BUZZMAN PARIS FRANCE C09/024 LATINSTOCK’S BOOKS LATINSTOCK IMAGE BANK DDB BRASIL SÃO PAULO BRAZIL

CORPORATE IMAGE & INFORMATION C10/059 EL OJO BEER FESTIVAL EL OJO DE IBEROAMÉRICA FESTIVAL EL OJO DE IBEROAMÉRICA SANTA CLARA SÃO PAULO BRAZIL C10/061 BOTTLE LIGHT PEPSICO PEPSI BBDO GUERRERO MAKATI CITY THE PHILIPPINES C10/062 ARCTIC HOME THE COCA-COLA COMPANY COCA-COLA LEO BURNETT CHICAGO USA C10/070 EDIBLE DESERT SURVIVAL GUIDE LAND ROVER LAND ROVER Y&R DUBAI UAE C10/073 HATSUNE MIKU GOOGLE GOOGLE CHROME HAKUHODO TOKYO JAPAN C10/074 THE SOLAR ANNUAL REPORT 2011 AUSTRIA SOLAR - VEREIN ZUR FOERDERUNG DER THERMISCHEN SOLARENERGIE SOLAR ENERGY PROVIDER SERVICEPLAN MUNICH GERMANY C10/081 HOTEL FOR INTERNATIONAL TRAINEES MORTIERBRIGADE AGENCY MORTIERBRIGADE BRUSSELS BELGIUM C10/085 MINUS ONE PROJECT SAMSUNG PRINTERS CHEIL WORLDWIDE GURGAON INDIA C10/088 TIGER ENERGY PLAYGROUND KRAFT PHILIPPINES TIGER BISCUIT ACE SAATCHI & SAATCHI MAKATI CITY THE PHILIPPINES C10/093 CHEER O METER COCA-COLA COCA-COLA OGILVY & MATHER ARGENTINA BUENOS AIRES ARGENTINA

CHARITIES C11/015 RELIEF PET HOUSE ANIMAL RELIEF HEADQUATERS RELIEF PET HOUSE HAKUHODO PRODUCT’S TOKYO JAPAN C11/031 BARCELONA WORLD RACE WE ARE WATER FOUNDATION WATER FOUNDATION TIEMPO BBDO BARCELONA SPAIN C11/034 I HAVE ALREADY DIED ALS FOUNDATION NETHERLANDS CHARITY PUBLICIS AMSTERDAM THE NETHERLANDS C11/037 LOVE PARKING CAMPAIGN GOOD NEIGHBOURS PUBLIC SERVICE INNOCEAN WORLDWIDE SEOUL SOUTH KOREA C11/041 THE POWER OF A COIN BISCHOEFLICHES HILFSWERK MISEREOR CHARITY KOLLE REBBE HAMBURG GERMANY C11/042 VICTORIAN NEWSPAPER ANTI-SLAVERY INTERNATIONAL ANTI-SLAVERY INTERNATIONAL JWT LONDON UNITED KINGDOM C11/077 HAIR FOR HOPE CHULABHORN HOSPITAL CANCER PATIENTS DEPARTMENT THE LEO BURNETT GROUP THAILAND BANGKOK THAILAND C11/080 LIMITED EDITION SYDNEY DOG’S AND CAT’S HOME ANIMAL SHELTER M&C SAATCHI DIRECT AND DIGITAL MUMBAI INDIA C11/088 PUT THEM IN OUR SHOES GREENPEACE GREENPEACE LOWE ADVENTA MOSCOW RUSSIA

PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS MESSAGES C12/009 RESUME CRY CHILD RIGHTS AND YOU CHILD LABOUR AWARENESS GREY GROUP SINGAPORE SINGAPORE C12/010 KID RESCUE FUNDACIÎN TELEFÎNCA TELEFÎNICA/ FUNDACIÎN TELEFÎNICA Y&R COLOMBIA BOGOTÁ COLOMBIA C12/029 THE SHIT BOOK ANDERS BERGH/DANSK KENNEL KLUB PUBLIC AWARENESS JWT LONDON UNITED KINGDOM C12/037 BLOOD RELATIONS THE PERES CENTER FOR PEACE RECONCILIATION BAUMANN BER RIVNAY SAATCHI & SAATCHI RAMAT GAN ISRAEL C12/040 DRUGS SET YOUR TIMELINE ISRAEL ANTI-DRUG AUTHORITY PUBLIC SERVICE ANNOUNCEMENT MCCANN ERICKSON ISRAEL TEL AVIV ISRAEL C12/045 BANK OF MEMORIES FUNDACIÎN REINA SOFÊA SOCIAL CONCIOUSNESS CONTRAPUNTO BBDO MADRID SPAIN C12/055 THE RETURN OF DICTATOR BEN ALI ENGAGEMENT CITOYEN ENGAGEMENT CITOYEN MEMAC OGILVY LABEL TUNISIA TUNIS TUNISIA C12/080 WHO CARES? SWEDISH ARMED FORCES RECRUITMENT DDB STOCKHOLM SWEDEN C12/095 INTEGRATION DAY COORDOWN ONLUS WORLD DOWN SYNDROME DAY SAATCHI & SAATCHI MILAN ITALY C12/097 HELP I WANT TO SAVE A LIFE HELP REMEDIES BANDAGES DROGA5 NEW YORK USA C12/114 TROJAN SHIRT EXIT DEUTSCHLAND EXIT GERMANY GRABARZ & PARTNER HAMBURG GERMANY

BEST INTEGRATED CAMPAIGN LED BY DIRECT MARKETING D01/015 THE CNN ECOSPHERE TURNER BROADCASTING SYSTEMS CNN HEIMAT BERLIN GERMANY D01/031 SHARE A COKE COCA-COLA SOUTH PACIFIC COCA-COLA OGILVY & MATHER SYDNEY AUSTRALIA D01/035 BLOOD RELATIONS THE PERES CENTER FOR PEACE RECONCILIATION BAUMANN BER RIVNAY SAATCHI & SAATCHI RAMAT GAN ISRAEL D01/051 HEINEKEN REACH THE SUNRISE HEINEKEN HEINEKEN PUBLICIS ITALY MILAN ITALY D01/054 M.J BALE GRAZED ON GREATNESS M.J.BALE AUSTRALIAN CRICKET TEAM SPONSORSHIP WHYBIN\TBWA\TEQUILA SYDNEY AUSTRALIA D01/055 NRMA CAR CREATION INSURANCE AUSTRALIA GROUP NRMA COMPREHENSIVE CAR INSURANCE WHYBIN\TBWA\TEQUILA SYDNEY AUSTRALIA D01/069 ROMANIANS ARE SMART KANDIA DULCE ROM BV MCCANN ERICKSON BUCHAREST ROMANIA D01/086 SEARCH ENGINE FOR THE REAL WORLD DODGE DODGE JOURNEY WIEDEN+KENNEDY PORTLAND USA D01/093 BOOK BURNING PARTY LEO BURNETT DETROIT / TROY PUBLIC LIBRARY TROY PUBLIC LIBRARY LEO BURNETT DETROIT USA D01/110 A BULLET FOLLOWS YOU UNITED WAY OF PUERTO RICO CRIME PREVENTION BADILLO NAZCA SAATCHI & SAATCHI SAN JUAN PUERTO RICO D01/111 SMALL BUSINESS GETS AN OFFICIAL DAY AMERICAN EXPRESS AMERICAN EXPRESS CRISPIN PORTER + BOGUSKY BOULDER USA D01/116 A WOMAN’S NIGHTMARE SAMUSOCIAL CHARITY PUBLICIS CONSEIL PARIS FRANCE D01/121 BE THE COACH SOUTH AFRICAN BREWERIES CARLING BLACK LABEL OGILVY CAPE TOWN SOUTH AFRICA D01/124 BYO CUP DAY 7-ELEVEN SLURPEE LEO BURNETT MELBOURNE AUSTRALIA

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10 PROMO & ACTIVATION SHORTLIST

CAT NO TITLE ADVERTISER PRODUCT ENTRANT / AGENCY COUNTRY BEST USE OF EXPERIENTIAL MARKETING IN A PROMOTIONAL CAMPAIGN A01/010 SHARE A COKE COCA-COLA COCA-COLA URBAN SYDNEY AUSTRALIA A01/020 HOT WHEELS FOR REAL MATTEL HOT WHEELS MISTRESS VENICE USA A01/025 WIMPY BRAILLE BURGER WIMPY BRAILLE MENU METROPOLITANREPUBLIC JOHANNESBURG SOUTH AFRICA A01/031 THE SMURF VILLAGE SONY PICTURES RELEASING THE SMURFS 3D MOVIE BUNGALOW25 MADRID SPAIN A01/039 TIME TRAVELLING AGENCY NESTLÉ SPAIN CAFES LA ESTRELLA LA DESPENSA MADRID SPAIN A01/043 DUTCH SHARK ALARM FOUNDATION FORTISISLAND PAMPUS MUSEUM ISLE OF PAMPUS OGILVY & MATHER AMSTERDAM THE NETHERLANDS A01/044 THE LAUNDRY GALLERY SIEMENS ELECTROGERAETE SIEMENS ANTI-VIBRATION WASHING MACHINES SCHOLZ & FRIENDS BERLIN GERMANY A01/061 SMART EBALL DAIMLER SMART FORTWO ELECTRIC DRIVE BBDO GERMANY DÜSSELDORF GERMANY A01/063 SERENADE LIVE EVENT HEINEKEN HEINEKEN WIEDEN+KENNEDY AMSTERDAM THE NETHERLANDS A01/068 YOUR NAME HERE SMITH & WOLLENSKY STEAKHOUSE WALRUS NEW YORK USA A01/077 SPONGE STREET CLARKS CHINA CLARKS SOFTWEAR SERIES LOWE CHINA SHANGHAI CHINA A01/079 THE GENEROUS STORE TOMS GRUPPEN ANTHON BERG ROBERT/BOISEN & LIKE-MINDED COPENHAGEN DENMARK A01/080 WORLD LONGEST PHONECALL TELE2 TELE2 FIXED PRICE SUBSCRIPTION PLAN SMFB OSLO NORWAY A01/087 KIDS’ KITCHEN ABBA SEAFOOD MIDDAGSKLART (READY-TO-ADD FISH SAUCES) PRIME STOCKHOLM SWEDEN A01/097 ARIEL FASHION SHOOT P&G ARIEL LIQUID DETERGENT SAATCHI & SAATCHI STOCKHOLM SWEDEN A01/098 THE GREAT EMBED CANAL + CANAL + RAPP PARIS FRANCE A01/109 UNDERDOG DAY MARS PETCARE PEDIGREE DOG ADOPTION WHYBIN\TBWA\TEQUILA SYDNEY AUSTRALIA A01/113 COCA-COLA HAPPINESS MACHINE FOR COUPLES THE COCA-COLA COMPANY COCA-COLA C-SECTION ISTANBUL TURKEY A01/116 BLEARGH! - HAVE A SUCK AND STICK IT TO THEM FOODSTUFFS PAK’NSAVE DRAFTFCB NEW ZEALAND AUCKLAND NEW ZEALAND A01/128 SPRITE DUNK INTENSITY METER COCA-COLA NORTH AMERICA SPRITE BBH NEW YORK USA A01/129 CURIOSISM PINACOTECA DO ESTADO DE SÃO PAULO NEW EXHIBITION OF THE COLLECTION F/NAZCA SAATCHI & SAATCHI SÃO PAULO BRAZIL A01/138 WHO CARES? SWEDISH ARMED FORCES RECRUITMENT DDB STOCKHOLM SWEDEN A01/153 THE RETURN OF DICTATOR BEN ALI ENGAGEMENT CITOYEN ENGAGEMENT CITOYEN MEMAC OGILVY LABEL TUNISIA TUNIS TUNISIA A01/154 BULLY CHOIR OPVOEDINGSLIJN HOTLINE FOR PARENTS DUVAL GUILLAUME MODEM ANTWERP BELGIUM A01/160 CONCEPT CAR AUTOMOTOR ROAD SAFETY SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV ISRAEL A01/186 THE UNFINISHED KONZERTHAUS DORTMUND KONZERTHAUS DORTMUND JUNG VON MATT HAMBURG GERMANY A01/206 NIKE FUELBAND NIKE NIKE FUELBAND @RADICAL.MEDIA NEW YORK USA A01/211 HAIR FOR HOPE CHULABHORN HOSPITAL CANCER PATIENTS DEPARTMENT THE LEO BURNETT GROUP THAILAND BANGKOK THAILAND A01/212 REAL FRUIT BOXES CAMP NECTAR JUICE AGE ISOBAR SÃO PAULO BRAZIL A01/226 IKEA ROTHENBURG IKEA IKEA WIRZ/BBDO ZÜRICH SWITZERLAND A01/241 INSIGHT SAMSUNG ELECTRONICS SAMSUNG CAMERA CHEIL WORLDWIDE SEOUL SOUTH KOREA

BEST USE OF GUERILLA MARKETING IN A PROMOTIONAL CAMPAIGN A02/015 THE GREENEST LEAFLET CAMPAIGN IN THE WORLD WWF HUNGARY WWF AKCIO 360 BUDAPEST HUNGARY A02/024 PRANK CALLS CAMPAIGN 065 RED CROSS RED CROSS SAATCHI & SAATCHI MEXICO MEXICO A02/066 RIVERS OF LIGHT MINISTRY OF DEFENSE HUMANITARIAN DEMOBILIZATION PROGRAM LOWE-SSP3 BOGOTÁ COLOMBIA A02/099 THE ALL NEW ACTROS. EVEN CONVINCES MAN & VOLVO. DAIMLER MERCEDES-BENZ ACTROS JUNG VON MATT STUTTGART GERMANY A02/136 TROJAN SHIRT EXIT DEUTSCHLAND EXIT GERMANY GRABARZ & PARTNER HAMBURG GERMANY A02/147 SHEEP ALERT VOLKSWAGEN VOLKSWAGEN FATIQUE DETECTION DDB TRIBAL GROUP BERLIN GERMANY A02/148 BISS BOTTLE-RECRUITMENT BISS MAGAZIN BISS RECRUITMENT DDB TRIBAL GROUP BERLIN GERMANY A02/157 PIN BALL FORD PARK ASSIST OGILVY FRANCE PARIS FRANCE A02/160 GREEN PICKS MTV BRASIL MTV BRASIL LODUCCA SÃO PAULO BRAZIL A02/162 AUDI FAN MESSENGER AUDI AUDI MOTORSPORT / R8 LMS KEMPERTRAUTMANN HAMBURG GERMANY A02/169 MOM CALLING CARDS AMMAR AMMAR OGILVY & MATHER ARGENTINA BUENOS AIRES ARGENTINA A02/170 TEDX HAIRDRESSERS TED TED TALKS OGILVY & MATHER ARGENTINA BUENOS AIRES ARGENTINA A02/172 FIND YOUR ADVENTURE MINI MINI COUPÉ FEL CONCEPTS AMSTERDAM THE NETHERLANDS A02/178 THE KILLING STAPLER SANCTUARY MAGAZINE MAGAZINE DDB MUDRA GROUP MUMBAI INDIA A02/179 THE FINISH LINE MEN OLYMPIKUS RUNNINS DM9SUL PORTO ALEGRE BRAZIL A02/180 RESCUE-DRIVE ORCA CHEVROLET CHEVROLET COBALT MONUMENTA BRASÍLIA BRAZIL A02/181 MAGIC SHOWER ROOMS UNILEVER SINGAPORE MAGIC SPELL SOAP JWT SINGAPORE SINGAPORE A02/199 BIG BONE DINOSAUR MUSEUM SENCKENBERG MUSEUM SAATCHI & SAATCHI FRANKFURT GERMANY A02/207 KARAOKE BREATHALYZER BAR AURORA & BOTECO FERRAZ CHAIN OF BARS OGILVY BRASIL SÃO PAULO BRAZIL A02/213 THE WINE THAT SOLD BEER DB BREWERIES EXPORT DRY COLENSO BBDO AUCKLAND NEW ZEALAND A02/214 SORRY ABOUT THE TWIGS, FOLKS DB BREWERIES MONTEITH’S CRUSHED CIDER COLENSO BBDO AUCKLAND NEW ZEALAND A02/227 THE INVISIBLE DRIVE DAIMLER MERCEDES-BENZ F-CELL JUNG VON MATT HAMBURG GERMANY

BEST USE OF AMBIENT IN A PROMOTIONAL CAMPAIGN A03/023 PFIZER: THE TARMY PFIZER PFIZER CHAMPIX ONE GREEN BEAN SYDNEY AUSTRALIA A03/032 KAUKO REMOTELY CONTROLLED DESIGN CAFÉ WORLD DESIGN CAPITAL HELSINKI 2012 DESIGN CAFÉ HASAN & PARTNERS HELSINKI FINLAND A03/053 VW QR LOAD VOLKSWAGEN VOLKSWAGEN CRAFTER DDB MEXICO MEXICO CITY MEXICO A03/065 EMPTY CARTS LATET MEALS FOR HOLIDAY FUNDRAISER SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV ISRAEL A03/070 THERE’S A PLACE FOR GOOD ENGINEERS. TOYOTA GERMANY RECRUITMENT/HUMAN RESSOURCES SAATCHI & SAATCHI DÜSSELDORF GERMANY A03/071 CONTROL TOYS SBT BROADCAST TELEVISION SUPER NANNY TV REALITY SHOW PUBLICIS BRASIL SÃO PAULO BRAZIL A03/086 HERE BALLOON S-OIL S-OIL CHEIL WORLDWIDE SEOUL SOUTH KOREA A03/094 THE POWER OF A COIN BISCHOEFLICHES HILFSWERK MISEREOR CHARITY KOLLE REBBE HAMBURG GERMANY A03/095 NEED SPACE IMMOWELT IMMOWELT.DE KOLLE REBBE HAMBURG GERMANY A03/097 THE WALKING DEAD TEAR OFF POSTER FOX CRIME NORWAY THE WALKING DEAD - SEASON 2 FRANK. OSLO NORWAY A03/099 SPRITE SHOWER THE COCA-COLA COMPANY SPRITE OGILVY BRASIL SÃO PAULO BRAZIL A03/102 MOVING DAY IKEA IKEA LEO BURNETT TORONTO CANADA

BEST USE OF SHOPPER MARKETING IN A PROMOTIONAL CAMPAIGN A04/033 ARIEL CHEERS FOR YOU. PROJECT P&G ARIEL LAUNDRY DETERGENT TBWA HAKUHODO TOKYO JAPAN A04/036 THE WORLD´S FASTEST PURCHASE PUMA PUMA FAAS CIRCUS DF MEXICO CITY MEXICO A04/047 THE WINE THAT SOLD BEER DB BREWERIES EXPORT DRY COLENSO BBDO AUCKLAND NEW ZEALAND A04/051 GREAT AMERICAN TRY-ON KIMBERLY CLARK DEPEND OGILVY NEW YORK USA

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PROMO & ACTIVATION SHORTLIST 11 CAT NO TITLE ADVERTISER PRODUCT ENTRANT / AGENCY COUNTRY BEST NEW PRODUCT LAUNCH/RE-LAUNCH OR MULTI-PRODUCT PROMOTION AT RETAIL A05/014 HEMA MEGA PUSH-UP BRA HEMA MEGA PUSH-UP BRA DOOM & DICKSON AMSTERDAM THE NETHERLANDS A05/033 PUSH TO ADD DRAMA TNT TURNER BROADCASTING SYSTEM TV CHANNEL DUVAL GUILLAUME MODEM ANTWERP BELGIUM A05/034 90 MINUTE CARD CLUB EMELEC 90 MINUTES CARD MARURI GREY GUAYAQUIL ECUADOR A05/037 DOUBLE BALL COCA-COLA COLOMBIA POWERADE ION4 OGILVY & MATHER COLOMBIA BOGOTÁ COLOMBIA A05/043 CHEVY SONIC LAUNCH CHEVROLET CHEVROLET SONIC GOODBY SILVERSTEIN & PARTNERS SAN FRANCISCO USA A05/064 BELIEVE LION NATHAN STEINLAGER DDB GROUP NEW ZEALAND AUCKLAND NEW ZEALAND

BEST TEMPORARY IN-STORE DISPLAYS IN A PROMOTIONAL CAMPAIGN A06/006 LEGO BUILDERS OF SOUND LEGO LEGO SERVICEPLAN MUNICH GERMANY A06/028 GLAM SHELF UNILEVER SUAVE SHAMPOO OGILVY & MATHER ARGENTINA BUENOS AIRES ARGENTINA A06/031 FASHION LIKE C&A C&A DDB BRASIL SÃO PAULO BRAZIL A06/032 FANTASY PHOTO BOOTH FABER-CASTELL MANGA PENS RANGE OGILVY & MATHER SINGAPORE SINGAPORE

BEST USE OF BROADCAST IN A PROMOTIONAL CAMPAIGN A07/031 THE ABSOLUTE PITCH HMTM HANNOVER ACADAMY OF MUSIC, THEATRE AND MEDIA OGILVY GERMANY FRANKFURT GERMANY A07/040 KETNET MOVES VRT KETNET TELEVISION CHANNEL BOONDOGGLE LEUVEN BELGIUM A07/048 DONATION GLASSES MARS 0 COLENSO BBDO AUCKLAND NEW ZEALAND A07/051 INTEGRATION DAY COORDOWN ONLUS WORLD DOWN SYNDROME DAY SAATCHI & SAATCHI MILAN ITALY A07/053 BHF - VINNIE THE BRITISH HEART FOUNDATION CHARITY GREY LONDON UNITED KINGDOM

BEST USE OF PRINT OR STANDARD OUTDOOR IN A PROMOTIONAL CAMPAIGN A08/001 DECLARE LALAPORT MANAGEMENT LAZONA KAWASAKI PLAZA CHARITY DENTSU TEC TOKYO / DENTSU EAST JAPAN TOKYO JAPAN A08/023 MOBILE MEDIC AUSTRALIAN DEFENCE FORCE DEFENCE UNIVERSITIES SPONSORSHIP GEORGE PATTERSON Y&R MELBOURNE AUSTRALIA A08/050 I WILL WORK FOR FREE PARALIFE FOUNDATION DISABILITY UNEMPLOYMENT AWARENESS PUBLICIS MEXICO MEXICO

BEST USE OF GAMES A09/007 STEAL BANKSY ART SERIES HOTELS HOTEL PROMOTION NAKED COMMUNICATIONS SYDNEY AUSTRALIA A09/029 THE NIGHTJAR WRIGLEYS 5 GUM ABBOTT MEAD VICKERS BBDO LONDON UNITED KINGDOM A09/044 PROJECT IMAGIN8ION CANON USA DIGITAL SLR CAMERAS GREY NEW YORK USA A09/045 SWEBUS JACKPOT SWEBUS LONG DISTANCE BUS ÅKESTAM HOLST STOCKHOLM SWEDEN

BEST SPONSORSHIP OR PARTNERSHIP CAMPAIGNS A10/015 TODAY’S YOUTH FOR YESTERDAY’S YOUTH KBC BANK KBC BANK TBWA\BRUSSELS BELGIUM A10/023 MERRY PAYCHECK DNB - THE NORWEGIAN BANK BANK TRY/APT ADVERTISING AGENCY OSLO NORWAY A10/043 THE CLAPPING GLOVE HAACHT BREWERY PRIMUS BOONDOGGLE LEUVEN BELGIUM A10/046 MOTOROLA URBAN ART MOTOROLA ARGENTINA MOTOROLA HUMAN (B-SIDE SA) BUENOS AIRES ARGENTINA A10/073 BELIEVE LION NATHAN STEINLAGER DDB GROUP NEW ZEALAND AUCKLAND NEW ZEALAND A10/075 SPONSOR THE WHITE HOUSE RECKITT BENCKISER VANISH NAPISAN CRYSTAL WHITE EURO RSCG AUSTRALIA SYDNEY AUSTRALIA A10/076 ECO SPORT RUNNER X FORD ECOSPORT JWT ARGENTINA BUENOS AIRES ARGENTINA A10/079 THE OFFICIAL SPONSORSHIP OF THE AZERBAIJANI OLYMPIC WRESTLERS P&G FEBREZE GREY NEW YORK USA

BEST ONLINE ADVERTISING IN A PROMOTIONAL CAMPAIGN A11/011 THE SMALLEST IKEA STORE IN THE WORLD IKEA IKEA MEMAC OGILVY & MATHER DUBAI / OGILVY & MATHER FRANKFURT UAE A11/014 1 CLICK 1 SMILE FOR TOHOKU CHILDREN KIRIN BEVERAGE COMPANY GOGO TEA DENTSU TOKYO JAPAN A11/023 THE HOME SHOWROOM IKEA TIDAFORS SOFA SMFB OSLO NORWAY A11/027 MICROSOFT, BRITT’S TELEPHONE MICROSOFT WINDOWS 7.5 FOR SMARTPHONES KUMPANY AMSTERDAM THE NETHERLANDS A11/031 DISCOUNT UFFE SCANDINAVIAN AIRLINES SAS.DK DIALOGUE PEOPLE/NETPEOPLE DENMARK DENMARK A11/034 BLUEMOTION ROULETTE VOLKSWAGEN GOLF BLUEMOTION TRY/APT ADVERTISING AGENCY OSLO NORWAY A11/036 HOUSEHUNTER TEST-DRIVE ARABIAN AUTOMOBILES NISSAN TBWA\RAAD DUBAI UAE A11/051 TYPE FOR TYPE EDDING INTERNATIONAL EDDING KEMPERTRAUTMANN HAMBURG / SHIFT HAMBURG GERMANY A11/079 LE CLUB PERRIER NESTLÉ WATERS PERRIER OGILVY FRANCE PARIS FRANCE A11/094 NEXT GAMES NESTLÉ PRODUCTS MILO CANS OGILVY MALAYSIA KUALA LUMPUR MALAYSIA A11/102 HUNTER AND BEAR’S 2012 BIRTHDAY PARTY TIPP-EX BIC GROUP WHITEOUT POCKET MOUSE BUZZMAN PARIS FRANCE

BEST USE OF OTHER DIGITAL MEDIA IN A PROMOTIONAL CAMPAIGN A12/009 KEY TO VIANO MERCEDES-BENZ MERCEDES-BENZ VIANO LUKAS LINDEMANN ROSINSKI HAMBURG GERMANY A12/016 THE GREEN BOX PROJECT ANHEUSER-BUSCH INBEV BECK’S MOTHER LONDON UNITED KINGDOM A12/031 TATTOO ADMISSION VARMA SAILOR JERRY RUM DRAFTFCB SPAIN MADRID SPAIN A12/040 CHOK! CHOK! CHOK! COCA-COLA CHINA COCA-COLA MCCANN WORLDGROUP HONG KONG / UM HONG KONG HONG KONG A12/045 VIRTUAL DINNER TABLE SAN FERNANDO SAN FERNANDO POULTRY CIRCUS LIMA PERU A12/047 GOLF STORY GAME VOLKSWAGEN VW GOLF DDB GROUP BELGIUM BRUSSELS BELGIUM A12/052 VIP FRIDGE MAGNET RED TOMATO PIZZA RESTAURANT TBWA\RAAD DUBAI UAE A12/062 ANYWAKE LUFTHANSA AIR TRAVEL DDB STOCKHOLM SWEDEN A12/064 MISSING ADD-ON INITIATIVE VERMISSTE KINDER GERMANY WILL FIND YOU KEMPERTRAUTMANN HAMBURG GERMANY A12/073 MOBILE MEDIC AUSTRALIAN DEFENCE FORCE DEFENCE UNIVERSITIES SPONSORSHIP GEORGE PATTERSON Y&R MELBOURNE AUSTRALIA A12/102 SUNNY SALE EMART EMART CHEIL WORLDWIDE SEOUL SOUTH KOREA

BEST USE OF SOCIAL MEDIA MARKETING IN A PROMOTIONAL CAMPAIGN A13/004 BOOK BURNING PARTY TROY PUBLIC LIBRARY TROY PUBLIC LIBRARY LEO BURNETT DETROIT USA A13/028 A LIVE PLAY ON FACEBOOK MAXIM GORKI THEATRE BERLIN EFFI BRIEST 2.0 JUNG VON MATT HAMBURG GERMANY A13/030 THE WAY I SEE IT – ALAN SUGAR HARDBACK CAMPAIGN PAN MACMILLAN & LORD SUGAR BOOK GUIDED COLLECTIVE LONDON UNITED KINGDOM A13/042 FAN THE FLAME MINI BELUX MINI TBWA\BRUSSELS BELGIUM A13/048 LG THIEF LG ELECTRONICS BENELUX OLED TELEVISION Y&R NOT JUST FILM AMSTERDAM THE NETHERLANDS A13/065 THE MUSEUM OF ME INTEL INTEL CORE I5 PROCESSOR PROJECTOR TOKYO JAPAN A13/077 THE BEAUTY OF A SECOND MONTBLANC INTERNATIONAL NICOLAS RIEUSSEC CHRONOGRAPH LEO BURNETT MILAN ITALY A13/079 OBERMUTTEN - A LITTLE VILLAGE GOES GLOBAL GRAUBUENDEN FERIEN GRAUBUENDEN FERIEN JUNG VON MATT/LIMMAT ZÜRICH SWITZERLAND A13/082 SOUNDTRACK SWEDEN TELIA SONERA SVERIGE MOBILITY DDB STOCKHOLM SWEDEN A13/084 SMALL BUSINESS GETS AN OFFICIAL DAY AMERICAN EXPRESS AMERICAN EXPRESS CRISPIN PORTER + BOGUSKY BOULDER / DIGITAS BOULDER USA

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14 PROMO & ACTIVATION SHORTLIST CAT NO TITLE ADVERTISER PRODUCT ENTRANT / AGENCY COUNTRY A13/107 YOU’VE GOT A CASE AT&T PHONE AND CELL SERVICES BBDO NEW YORK USA A13/133 THE INSIDE EXPERIENCE INTEL + TOSHIBA TOSHIBA LAPTOP WITH INTEL INSIDE PEREIRA & O’DELL SAN FRANCISCO USA A13/139 DISCOVER WHAT YOU SHOULD NOT HAVE! CANAL+ BORGIA SERIES CAKE (HAVAS SPORT & ENTERTAINMENT) PUTEAUX FRANCE A13/143 TRASHCAM HAMBURG STADTREINIGUNG HAMBURG CITY CLEANING HAMBURG SCHOLZ & FRIENDS BERLIN GERMANY A13/153 ANTI ALCOHOL BLAUES KREUZ ANTI ALCOHOL ORGANISATION ADVICO Y&R ZÜRICH SWITZERLAND

FOOD AND NON-ALCHOLIC DRINKS B01/070 THE WORST BREATH IN THE WORLD FERRERO TIC TAC OGILVY FRANCE PARIS FRANCE B01/072 TOUCH THE UNTOUCHABLE WRIGLEY CANADA SKITTLES BBDO TORONTO CANADA B01/076 REAL FRUIT BOXES CAMP NECTAR JUICE AGE ISOBAR SÃO PAULO BRAZIL B01/082 THE SECRET IDOL EZAKI GLICO FRUIT GELATO ICE CREAM ENGINE FILM TOKYO JAPAN B01/084 SHARE A COKE COCA-COLA SOUTH PACIFIC COCA-COLA OGILVY & MATHER SYDNEY AUSTRALIA B01/087 DONATING 2-BARCODE WATER CJ CHEILJEDANG MINEWATER CHEIL WORLDWIDE SEOUL SOUTH KOREA B01/095 SPRITE SHOWER THE COCA-COLA COMPANY SPRITE OGILVY BRASIL SÃO PAULO BRAZIL B01/096 RECIPE RECEIPT UNILEVER HELLMANN’S MAYONNAISE OGILVY BRASIL SÃO PAULO BRAZIL B01/102 BYO CUP DAY 7-ELEVEN SLURPEE LEO BURNETT MELBOURNE AUSTRALIA B01/109 THE HUMAN PRESERVATION PROJECT WRIGLEY 5 GUM 42 ENTERTAINMENT BURBANK USA

ALCOHOLIC DRINKS B02/006 TATTOO ADMISSION VARMA SAILOR JERRY RUM DRAFTFCB SPAIN MADRID SPAIN B02/020 BIKERS CARLSBERG CARLSBERG DUVAL GUILLAUME MODEM ANTWERP BELGIUM B02/021 THE CLAPPING GLOVE HAACHT BREWERY PRIMUS BOONDOGGLE LEUVEN BELGIUM B02/025 VIDEOSNATCH CARLSBERG GROUP TUBORG OGILVY & MATHER UKRAINE KIEV UKRAINE B02/035 SORRY ABOUT THE TWIGS, FOLKS DB BREWERIES MONTEITH’S CRUSHED CIDER COLENSO BBDO AUCKLAND NEW ZEALAND

FAST MOVING CONSUMER GOODS (NOT INCLUDING FOOD) B03/006 THE 3M EARPLUGS VOLUME-DOWN PACKAGING 3M DEUTSCHLAND 3M SOLAR EAR PLUGS SCHOLZ & FRIENDS BERLIN GERMANY B03/021 THE SURF CLUB PROJECT DULUX DULUX WEATHERSHIELD CLEMENGER BBDO MELBOURNE AUSTRALIA B03/023 DOWNY SOFTNESS EXCHANGE MACHINE P&G DOWNY GREY MEXICO MEXICO CITY MEXICO B03/048 SPONSOR THE WHITE HOUSE RECKITT BENCKISER VANISH NAPISAN CRYSTAL WHITE EURO RSCG AUSTRALIA SYDNEY AUSTRALIA

DURABLE GOODS B04/005 IKEA ROTHENBURG IKEA IKEA WIRZ/BBDO ZÜRICH SWITZERLAND B04/020 HANDPAINTED OUTDOORS ROYAL COPENHAGEN HANDPAINTED PORCELAIN UNCLE GREY COPENHAGEN DENMARK B04/022 THE BEAUTY OF A SECOND MONTBLANC INTERNATIONAL NICOLAS RIEUSSEC CHRONOGRAPH LEO BURNETT MILAN ITALY B04/035 DIG DEEPER HBO TRUE BLOOD BBDO NEW YORK USA B04/043 BID YOUR SWEAT NIKE NIKE + JWT MEXICO MEXICO CITY MEXICO B04/044 FIND THE FORCE OF SILENCE ROWENTA / SEB GROUP ROWENTA PUBLICIS CONSEIL PARIS FRANCE B04/068 GRILL MAYOR MCCORMICK GRILL MATES MCCORMICK GRILL MATES R/GA NEW YORK USA

RETAIL (INCL. RESTAURANTS) B05/005 WIMPY BRAILLE BURGER WIMPY BRAILLE MENU METROPOLITANREPUBLIC JOHANNESBURG SOUTH AFRICA B05/032 VIP FRIDGE MAGNET RED TOMATO PIZZA RESTAURANT TBWA\RAAD DUBAI UAE B05/046 HAMBURGER TIMETABLE MCDONALD’S MCDONALD’S RESTAURANT AT CENTRAL TRAIN STATION DDB WARSAW POLAND B05/059 FASHION LIKE C&A C&A DDB BRASIL SÃO PAULO BRAZIL B05/060 LOOK BLOCK C&A C&A DDB BRASIL SÃO PAULO BRAZIL B05/063 FLAVOR RADIO BR KOREA DUNKIN’ DONUTS CHEIL WORLDWIDE SEOUL SOUTH KOREA B05/065 SUNNY SALE EMART EMART CHEIL WORLDWIDE SEOUL SOUTH KOREA B05/075 MAGAZINEYOU MAGAZINE LUIZA MAGAZINE OGILVY BRASIL SÃO PAULO BRAZIL

CARS & AUTOMOTIVE SERVICES B06/007 HOW TO DISAPPEAR A 25,000 CAR JAM? TOM TOM TOM TOM HD TRAFFIC BUNGALOW25 MADRID SPAIN B06/032 THE WINTER ADJUSTED BEAR VOLKSWAGEN GROUP SWEDEN VOLKSWAGEN 4MOTION CARS DDB STOCKHOLM SWEDEN B06/038 UNDERCOVER TESTDRIVE ALFA ROMEO 159 DUVAL GUILLAUME MODEM ANTWERP BELGIUM B06/059 THE PEOPLE’S CAR PROJECT VOLKSWAGEN GROUP CHINA VOLKSWAGEN PROXIMITY CHINA BEIJING CHINA B06/060 TOYOTA IQ STREETVIEW TOYOTA BELGIUM TOYOTA IQ HAPPINESS BRUSSELS BELGIUM B06/068 HERE BALLOON S-OIL S-OIL CHEIL WORLDWIDE SEOUL SOUTH KOREA

ENTERTAINMENT & LEISURE B07/027 CURIOSISM EXHIBITION PINACOTECA DO ESTADO DE SÃO PAULO NEW EXHIBITION OF THE COLLECTION F/NAZCA SAATCHI & SAATCHI SÃO PAULO BRAZIL B07/044 GAME SIGNATURES AUSTRALIAN FOOTBALL LEAGUE 2011 FINALS SERIES GEORGE PATTERSON Y&R MELBOURNE AUSTRALIA B07/052 AN UNEXPECTED VISIT SPANAIR CHRISTMAS CAMPAIGN SHACKLETON MADRID SPAIN B07/060 GREAT PAPER AIRPLANE PROJECT PIMA AIR AND SPACE MUSEUM PIMA AIR & SPACE MUSEUM BBDO SAN FRANCISCO USA B07/065 ONE COPY SONG ADAM TENSTA ADAM TENSTA R/GA NEW YORK USA B07/075 SHEIKH ASEFA ESTUDIANTES BASKETBALL CLUB MCCANN ERICKSON SPAIN MADRID SPAIN

PUBLICATIONS & MEDIA B08/012 GUITAR PEE BILLBOARD BRASIL BILLBOARD MAGAZINE ALMAPBBDO SÃO PAULO BRAZIL B08/015 PUSH TO ADD DRAMA TNT TURNER BROADCASTING SYSTEM TV CHANNEL DUVAL GUILLAUME MODEM ANTWERP BELGIUM B08/018 DOWNLOAD CONCERT COCA-COLA COLOMBIA COKE FM OGILVY & MATHER COLOMBIA BOGOTÁ COLOMBIA B08/024 THE BOOK THAT CAN´T WAIT ETERNA CADENCIA ETERNA CADENCIA DRAFTFCB BUENOS AIRES ARGENTINA B08/025 DISCOVER WHAT YOU SHOULD NOT HAVE! CANAL+ BORGIA SERIES CAKE (HAVAS SPORT & ENTERTAINMENT) PUTEAUX FRANCE B08/029 MIX AGAINST AIDS RADIO MIX FM RADIO STATION QUÊ COMUNICAÇÃO RIO DE JANEIRO BRAZIL B08/032 SEARCH FOR THE WORLD CHAMPIONSHIP BABY NBC SPORTS GROUP COMCAST SPORTSNET BAY AREA BBDO SAN FRANCISCO USA

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PROMO & ACTIVATION SHORTLIST 15 CAT NO TITLE ADVERTISER PRODUCT ENTRANT / AGENCY COUNTRY B08/038 THE HEADLINE NEWS CUP SLEEVE AL NISR PUBLISHING GULF NEWS Y&R DUBAI UAE B08/044 ALCATRAZ DELIVERY LA SEXTA ALCATRAZ TELEVISION SHOW LEO BURNETT IBERIA MADRID SPAIN B08/045 GOD’S OWN DELIVERY BOYS BENNETT, COLEMAN & CO. THE TIMES OF INDIA - KERALA JWT MUMBAI INDIA B08/048 THE NATIONAL SURPRISE PARTY JOE FM RADIO DALLAS ANTWERP BELGIUM FINANCIAL PRODUCTS & SERVICIES B09/013 SMALL BUSINESS GETS AN OFFICIAL DAY AMERICAN EXPRESS AMERICAN EXPRESS CRISPIN PORTER + BOGUSKY BOULDER / DIGITAS NEW YORK USA B09/020 CAR VS PIANO INTOUCH CAR INSURANCE BBDO RUSSIA GROUP MOSCOW RUSSIA

BUSINESS PRODUCTS & SERVICES B10/007 THE CHECK-IN THIEF SANYO VIDEO VERTRIEB SANTEC VIDEO SECURITY SERVICEPLAN MUNICH GERMANY

CORPORATE IMAGE & INFORMATION B11/028 FASTEST CHRISTMAS CARD BMW (SCHWEIZ) BMW M5 DRAFTFCB ZÜRICH SWITZERLAND B11/032 THE SOLAR ANNUAL REPORT 2011 AUSTRIA SOLAR VERBAND AUSTRIA SOLAR SERVICEPLAN MUNICH GERMANY B11/035 MERRY PAYCHECK DNB - THE NORWEGIAN BANK BANK TRY/APT ADVERTISING AGENCY OSLO NORWAY B11/042 THE WORLD’S MOST DOWNLOADED MAN CAMERA CLARA PHOTOGRAPHY STUDIO PHOTOGRAPHY STUDIO FILADELFIA COMUNICAÇÃO BELO HORIZONTE BRAZIL B11/059 BOTTLE LIGHT PEPSICO PEPSI BBDO GUERRERO MAKATI CITY THE PHILIPPINES B11/060 TURN ON CHRISTMAS WITH VODAFONE VODAFONE VODAFONE TANGO MADRID SPAIN B11/062 CHEER O METER COCA-COLA COCA-COLA OGILVY & MATHER ARGENTINA BUENOS AIRES ARGENTINA B11/065 THE FINISH LINE MEN OLYMPIKUS RUNNINS DM9SUL PORTO ALEGRE BRAZIL B11/087 BABY LOOK MARISA MARISA FISCHER & FRIENDS SÃO PAULO BRAZIL

COMMERCIAL PUBLIC SERVICES INCL. HEALTHCARE & MEDICAL B12/005 PFIZER: THE TARMY PFIZER PFIZER CHAMPIX ONE GREEN BEAN SYDNEY AUSTRALIA B12/016 TERRA POO WIFI TERRA MÉXICO TERRA DDB MEXICO MEXICO CITY MEXICO B12/031 BRACKETS BY SIX YEAR OLDS AT&T AT&T BBDO NEW YORK USA B12/032 + ARTE BRAZILIAN ACADEMY OF ART INSTITUTIONAL DDB BRASIL SÃO PAULO BRAZIL B12/043 BIN THE WORST OF 2011 FCC - CITIZEN SERVICES FCC SEASON’S GREETINGS SHACKLETON MADRID SPAIN

CHARITIES B13/031 I HAVE ALREADY DIED ALS FOUNDATION NETHERLANDS CHARITY PUBLICIS AMSTERDAM THE NETHERLANDS B13/042 WHO CARES? SWEDISH ARMED FORCES RECRUITMENT DDB STOCKHOLM SWEDEN B13/063 AMAZON PROJECT WAVES FOR WATER WAVES FOR WATER LODUCCA SÃO PAULO BRAZIL B13/064 INK PAD DOOR STEP SCHOOL DOOR STEP SCHOOL LEO BURNETT INDIA MUMBAI INDIA B13/074 HAIR FOR HOPE CHULABHORN HOSPITAL CANCER PATIENTS DEPARTMENT THE LEO BURNETT GROUP THAILAND BANGKOK THAILAND B13/084 THE POWER OF A COIN BISCHOEFLICHES HILFSWERK MISEREOR CHARITY KOLLE REBBE HAMBURG GERMANY B13/098 I WILL WORK FOR FREE PARALIFE FOUNDATION DISABILITY UNEMPLOYMENT AWARENESS PUBLICIS MEXICO MEXICO B13/104 THE CHARITY TEST DRIVE DAIMLER MERCEDES-BENZ JUNG VON MATT HAMBURG GERMANY

PUBLIC HEALTH & SAFETY, PUBIC AWARENESS MESSAGES B14/025 RIVERS OF LIGHT MINISTRY OF DEFENSE HUMANITARIAN DEMOBILIZATION PROGRAM LOWE-SSP3 BOGOTÁ COLOMBIA B14/030 THE CASTING ASSOCIAZIONE ONLUS SIEROPOSITIVO.IT WORLD AIDS DAY 2011 TBWA\ITALIA MILAN ITALY B14/045 SAVE THE LIFE AVIS NAZIONALE VOLUNTEER ASSOCIATION OF BLOOD DONATION LEO BURNETT MILAN ITALY B14/053 THE RETURN OF DICTATOR BEN ALI ENGAGEMENT CITOYEN ENGAGEMENT CITOYEN MEMAC OGILVY LABEL TUNISIA TUNIS TUNISIA B14/057 ART NEVER SEEN AUDIODESCRIPTION FOUNDATION AUDIO DESCRIPTION AWARENESS DDB WARSAW POLAND B14/058 THE ANTI-TERROR BAG PERCEPT PERCEPT PERCEPT/H MUMBAI INDIA B14/062 SO YOU THINK YOU WILL DANCE? STOP THE TRAFFIK COALITION TO HELP STOP THE SALE OF PEOPLE DUVAL GUILLAUME MODEM ANTWERP BELGIUM B14/072 SMOKING KID THAI HEALTH PROMOTION FOUNDATION ANTI-SMOKING AWARENESS OGILVY & MATHER BANGKOK THAILAND B14/073 HELP I WANT TO SAVE A LIFE HELP REMEDIES BANDAGES DROGA5 NEW YORK USA B14/082 WAITING TICKET SANTA CASA DE MISERICÎRDIA DE SÃO PAULO ORGAN DONATION Y&R SÃO PAULO BRAZIL B14/088 RADIO GHOSTS JOHANNITER-UNFALL-HILFE VOLUNTARY HUMANITARIAN ORGANISATION SERVICEPLAN MUNICH GERMANY B14/091 TEDX HAIRDRESSERS TED TED TALKS OGILVY & MATHER ARGENTINA BUENOS AIRES ARGENTINA B14/106 TWEETBULLETS MUSEO DE MEMORIA Y TOLERANCIA MUSEO DE MEMORIA Y TOLERANCIA OGILVY MEXICO MEXICO CITY MEXICO

BEST INTEGRATED CAMPAIGN LED BY PROMOTION AND ACTIVATION C01/010 IKEA ROTHENBURG IKEA IKEA WIRZ/BBDO ZÜRICH SWITZERLAND C01/023 CHANGE FLIGHT AND AIRLINE WIDERØE TORP AIRPORT MCCANN NORWAY OSLO NORWAY C01/026 THE SECRET IDOL EZAKI GLICO FRUIT GELATO ICE CREAM ENGINE FILM TOKYO / DENTSU KANSAI OSAKA JAPAN C01/034 STEAL BANKSY ART SERIES HOTELS HOTEL PROMOTION NAKED COMMUNICATIONS SYDNEY AUSTRALIA C01/035 THE CNN ECOSPHERE TURNER BROADCASTING SYSTEMS DEUTSCHLAND CNN HEIMAT BERLIN GERMANY C01/049 I HAVE ALREADY DIED ALS FOUNDATION NETHERLANDS CHARITY PUBLICIS AMSTERDAM THE NETHERLANDS C01/051 MEMORIES FOR THE FUTURE GOOGLE JAPAN GOOGLE HAKUHODO TOKYO / HAKUHODO KETTLE TOKYO JAPAN C01/056 NAMES PROMOTION MICASA FURNITURE RETAILER SPILLMANN/FELSER/LEO BURNETT ZÜRICH SWITZERLAND C01/071 WHO CARES? SWEDISH ARMED FORCES RECRUITMENT DDB STOCKHOLM SWEDEN C01/077 THE BEAUTY OF A SECOND MONTBLANC INTERNATIONAL NICOLAS RIEUSSEC CHRONOGRAPH LEO BURNETT MILAN ITALY C01/095 IKEA RENT IKEA IKEA RENT 303LOWE SYDNEY AUSTRALIA C01/122 THE PEOPLE’S CAR PROJECT VOLKSWAGEN GROUP CHINA VOLKSWAGEN PROXIMITY CHINA BEIJING CHINA C01/123 THE WORLD´S FASTEST PURCHASE PUMA PUMA FAAS CIRCUS DF MEXICO CITY MEXICO C01/133 INSIGHT SAMSUNG ELECTRONICS SAMSUNG CAMERA CHEIL WORLDWIDE SEOUL SOUTH KOREA C01/149 BE THE COACH SOUTH AFRICAN BREWERIES CARLING BLACK LABEL OGILVY CAPE TOWN SOUTH AFRICA C01/151 BYO CUP DAY 7-ELEVEN SLURPEE LEO BURNETT MELBOURNE AUSTRALIA C01/158 SORRY ABOUT THE TWIGS, FOLKS DB BREWERIES MONTEITH’S CRUSHED CIDER COLENSO BBDO AUCKLAND NEW ZEALAND C01/171 THE HUMAN PRESERVATION PROJECT WRIGLEY 5 GUM 42 ENTERTAINMENT BURBANK USA C01/174 BHF - VINNIE THE BRITISH HEART FOUNDATION CHARITY GREY LONDON UNITED KINGDOM C01/187 HELL PIZZA ROULETTE HELL PIZZA HELL PIZZA BARNES, CATMUR & FRIENDS AUCKLAND NEW ZEALAND

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Brands score with MOBILE n Heineken Star Player gave matches on the Web or via a mobile gamers the ANDY FAVELL, EDITOR, MOBITHINKING.COM, LOOKS application. To score points, players opportunity to play along with AT HOW MOBILE HELPS COMPANIES DELIVER anticipate events that will happen live on Champions League matches STRATEGIC OBJECTIVES the pitch, such as whether a goal is about to be scored. Players share scores via Facebook and compete with others in a S WITNESSED by the mission is clear to see and in every case is global league. Star Player launched mountain of entries for more than just ‘We’ve got to be mobile’. during the 2010/11 season and the inaugural Mobile Set realist business objectives. Execute continued during the 2011/12 season. Lions, brands have made using the most appropriate channel to On average, brand engagement is 59 mobile their mission. reach the target audience. Deliver long minutes per user, according to AKQA, AIndeed, with six billion mobile term customer engagement. Mission the agency behind Star Player. To date, it subscribers worldwide (source: ITU), complete. has generated 370 news and blog every company should aim to engage articles, 24,000 tweets and has won 25 with customers via mobile Web, SMS, HEINEKEN STAR PLAYER awards including Gold Cyber Lion at apps and ads. But mobile per se (EUROPE 2011-12) Cannes 2011. shouldn’t be the mission, it should be the GOAL: (for consumer) make sport on TV WWW.AKQA.COM/WORK/HEINEKEN/STAR-PLAYER vehicle, or one of the vehicles, by which more fun; (for brand) deliver pro-longed the brand fulfils predefined strategic brand engagement, capitalise on event HOMEPLUS (TESCO) goals. This article analyses eight diverse sponsorship VIRTUAL STORE mobile initiatives — suggested by (SOUTH KOREA, 2011-12) mobile experts. In each case the creative Heineken is a sponsor of the UEFA GOAL: more convenient shopping; idea marries the needs of both customer Champions League. Heineken Star increase market share and brand, and uses mobile as part of Player is aimed at the 72% of the billion the execution. Depending on your football fans who watch the Champions Homeplus, the second largest retailer in viewpoint, the creative idea may be League alone at home. It enables South Korea, wanted to increase sales inspired or mainstream; the use of football fans to play along — in multiple without the need to build more stores. mobile cutting edge or passé. But the languages — with Champions League The answer was a billboard campaign in

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a busy Seoul subway station, displaying gradual reinvention as mobile supermarket shelves of products, which technology has improved. it started commuters could browse and purchase with a motion sensor placed into a using their smartphone as they waited specially designed Nike running shoe, for a train. each product had a quick- which enabled runners to track their response (QR) code, which, when performance using an Apple iPod snapped using the phone’s camera, music player. on completion the data would drop the product into the was uploaded to the Nike+ website, customer’s online shopping basket. where all previous runs were Goods are delivered, on payment, to the recorded, performance analysed and shopper’s home at their convenience. the experiences shared with friends. The campaign, devised by Cheil in 2010, Nike launched a mobile app Worldwide, helped to drive 10,000 that uses GPS and the device’s smartphone shoppers to the online accelerometer to track running store, increased sales by 130%, pushing performance, offers motivation en Homeplus to the top spot in online route and broadcasts progress to the grocery sales and proving the concept of Nike+ website. The multi-language the virtual store. Homeplus officially app went on to become the second all- launched the virtual store in Seoul’s time best seller on Apple’s App Store Seonreung subway station in August (US$1.99), according to R/GA, the 2011, and has plans for 20 similar stores agency that created the app, and has at bus stops. The smartphone app has added nine awards to the brimming been downloaded 900,000 times. The Nike+ cabinet. This year, Nike+ is virtual store reportedly delivers sales of expanding with smartphone apps to Won30m (€20,224) per week. track basketball and training international acclaim — helped by performance, using a motion sensor winning Cannes media lions 2011 in the relevant shoes. Also launched Grand Prix — has led to retailers this year, the NiKe+ Fuelband, worn elsewhere copying the virtual store as a bracelet, which tracks daily concept. activity. Nike doesn’t disclose the exact contribution of Nike+ to annual LEGO LIFE OF GEORGE MCDONALD’S PICK’N’PLAY sales or its marketing efforts, but (US, 2011-12) n Building (SWEDEN, 2011) Fortune magazine points out that against the clock GOAL: entertain and challenge; make for Lego's The GOAL: entertain and reward; drive Nike spends 40% less on TV and print Life Of George advertising in the US than it did three lego relevant to the digital audience, has attracted footfall in store, reinforce brand loyalty expand the customer base an older years ago. demographic An interactive billboard campaign in HTTP://WWW.NIKEPLUS.COM Danish toy manufacturer lego combines Stockholm challenged passers-by to a the digital and physical worlds as it game of table tennis (think back to the SAFARICOM M-PESA challenges people in a race to build classic 2D arcade game Pong). To take (KENYA, 2007-12) models against the clock. launched in part, the competitor goes to the mobile GOAL: provide essential financial September 2011, The life of George site, which uses the phone’s GPS to services; reduce customer churn, mobile app (free download, Android determine if they are in the game zone, deliver revenue and ioS devices), sets building tasks and selects the mcDonald’s goodie they based on images from George’s wish to win. Then they play the launched in march 2007, Safaricom’s scrapbook of travel pictures. The computer at table tennis, live on the m-PeSA enables Kenyans to use their competitor uses a special box of lego digital billboard, using their phone’s mobile phone to transfer money, bricks and building board (cost: €29.99) touch screen to control the bat. if they perhaps to a family member’s phone to recreate the image, then takes a last 30 seconds they win the selected back home, for a small fee. Five years picture with the smartphone, triggering prize — a mobile coupon is sent to their on, the service is used by 14.91 million the “brick-recognition software”, which phone with directions to the nearest people — 37% of the Kenyan stops the clock. Points are awarded mcDonald’s outlet. All this completed population. Customers can reload their according to accuracy and time taken. without needing to download any app m-wallet or withdraw cash at a network The mix of digital and physical makes (it uses an HTml5-based web app). of 39,400 agents. Financial services lego more relevant to a slightly older According to DDb, on the first weekend now include paying utility bills or demographic than usual — it’s marketed 460 people played in just five hours, school fees, in store purchases, m- at anyone eight years upwards — resulting in 400 cashed-in coupons and tickets, phone top-ups, paying wages, particularly those with a penchant for the busiest Saturday of the year at the cash withdrawal from ATms and computer games. The concept nearby mcDonald’s. The promotion is sending money from 45 countries incorporates a narrative, based on part of an ongoing outdoor media overseas — all without needing a bank George, a software engineer and would- campaign crafted by DDb. account or card. m-PeSA doesn’t need a be adventurer, and offers plenty of WWW.DDB.SE/#/WORK/PICKNPLAYVIDEO/ smartphone or an app and works on the opportunity for new storylines. Since lowliest of handsets. To use m-PeSA in launch lego has introduced two digital NIKE+ Kenya you must be a Safaricom updates with 45 new challenges. Sales (GLOBAL, 2006-12) customer. but this isn’t just a value- statistics are unavailable, but to-date life GOAL: track, improve and share athletic added service, the annual accounts of George has generated 165 news performance; build customer loyalty show m-PeSA generated 16% of the articles and 294 million page operator’s annual revenue in 2011/12. impressions and was a winner at the Since Nike+ was launched in may 2006, The service has won numerous awards SXSW Awards 2012. it has grown to become a social network and international recognition for HTTP://GEORGE.LEGO.COM/ of six million runners. it has undergone Safaricom. m-PeSA is widely fff

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fff heralded as the prototype for customers to recharge the card, check three free prenatal and postnatal bringing financial inclusion to the their balance or loyalty points and health-related tips and alerts per vast numbers of unbanked people find the nearest store — but paying is week in English or Spanish. Messages around the world. Safaricom parent the most popular use. The company are delivered via SMS, which means Vodafone has subsequently launched believes the mobile apps have they work on all phones, and M-PESA in Afghanistan, Tanzania, Fiji attracted new customers, as well as messages are guaranteed to be free, and South Africa. existing reward-card holders. Never regardless of operator price plan. The WWW.SAFARICOM.CO.KE/INDEX.PHP?ID=250 shy of milking marketing collateral program is backed by an array of from its innovations, one year after governmental, charitable and STARBUCKS MOBILE PAYMENT launch, CEO Howard Schultz was commercial organisations including (US, CANADA, UK 2011-12) claiming in a shareholder briefing The National Healthy Mothers, GOAL: make paying easier, engender that Starbucks was the world number Healthy Babies Coalition, Johnson & and reward loyalty; streamline one in mobile payments. Johnson (founding sponsor), Voxiva payment WWW.STARBUCKS.COM/COFFEEHOUSE/MOBILE- and CTIA, and is promoted by 790 APPS/STARBUCKS-CARD-MOBILE different organisations. The mother Coffee-shop chain Starbucks is one of registers for the service by texting the the first retailers outside Japan to TEXT4BABY word BABY (or BEBE in Spanish) to embrace tap-and-go mobile (US, RUSSIA, 2010-12) the number 511411. She is then asked payments. Since the rollout began in GOAL: useful information for to enter the baby’s due date or January 2011 customers have paid 45 mothers; improve health through birthday and zip code. million times, simply by touching education; CSR credibility for A Russian version of Text4baby was their smartphone to a contactless sponsors. launched in 2011, and there are plans terminal. These terminals have now to expand to other countries.^ been introduced to 9,000 outlets Each year in the US, more than HTTP://WWW.TEXT4BABY.ORG/ (including Safeway and Target stores) 500,000 babies are born prematurely SCAN THE QR CODE FOR VIDEO CASE STUDIES across the US. The rollout has now and an estimated 28,000 children die AUTHOR’S extended to Canada and the UK. before their first birthday. The To pay this way requires the Text4baby campaign was launched in NOTES The author would like to thank the mobile experts who suggested mobile download of a mobile app (free February 2010 to help combat this campaigns and services that inspired them. The opinions expressed here download, Android, iOS devices). The issue through education of expectant are those of the author and do not necessarily reflect the opinions of those who contributed. You can find more detail on all these campaigns, app is an extension of Starbuck’s and new mothers. To date, 347,000 including video case studies, on popular loyalty card and enables women have signed up to receive WWW.MOBITHINKING.COM/ MOBILE-MISSION 1 6/6/12 6:19 PM

Free Hat

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Karolina Kurkova. Contestants who succeeded in performing the 10 key skills of modelling, such as walking Branded content elegantly in high heels, were awarded Pandora charms. As a result, sales of Pandora bracelets doubled and charm sales increased by 50%, according to Pandora. The campaign was rounded off by Facebook, a prize competition, POS CAN BE FUN initiatives and web videos on jewellery GERMANS BELIEVE BRANDED ENTERTAINMENT IS FUN, AND, WHEN styling. In the case of the co-operation between Adam Opel and Germany’s IT’S HARNESSED TO GERMAN PRAGMATISM AND PERFECTIONISM, Next Top Model, market research into THE RESULTS CAN BE IMPRESSIVE. SANDRA FREISINGER-HEINL, OF the impact of the show was equally BRANDED ENTERTAINMENT ONLINE (BEO) AND MA MEDIA, REPORTS positive. Opel reported that “sponsorship in combination with product placement” had helped it to “present the Opel Corsa Color Line, a non-fashion product, attractively and authentically to a female target group”. The popular office comedy series Stromberg featured Hasbro’s NERF water gun in an amusing way, in the process marketing the product to a new demographic: young adults. The show’s central character, Stromberg, divided his staff into teams and used NERFs in a game of chase across desks — a fun idea that many young offices have gone on to emulate in reality. The placement of a well-known dairy company’s rice pudding in the same show, however, proved less successful. The pudding, which triggered heated discussion whenever it appeared in the action, was featured far too frequently for many viewers’ tastes. The rice pudding controversy proves that there is still work n The Hasbro Nerf to be done on clarifying and defining placement has Blaster featured in within the ProSiebenSat.1 Group and standards. A production can struggle RODUCT the comedy series been making headlines in Stromberg, which has already completed around 50 when, for example, the tools used in a inspired by the Germany. First there was Ricky Gervais placement projects since the relaxation DIY soap are reclassified as product the semi-final of the TV series The Office of the legislation. The view from the RTL placement, which means that a format Germany’s Next Group is that product placement in contribution from the DIY-tool retailer PTop Model, which saw model Heidi Germany is still in its infancy but that its not only in equipment for the set but also Klum present the four finalists with an early successes indicate a promising in funds for marketing becomes Opel Corsa car. And before that there future. “Branded entertainment is necessary. A set of guidelines has been were the hungry inhabitants of the already happening on many levels on all drawn up by the German Producers jungle camp in I’m A Celebrity… Get Me our TV channels,” says Lars-Eric Mann, Alliance to help its members to negotiate Out Of Here!, who were presented with managing director of RTL’s IP these new co-operations but, in reality, a treasure box of Pick Up! chocolate bars. Newmedia. “Most often used are much still depends on the power and The success of such strategies has been promotional stories or interactive leverage of the TV station and proved by market research into brand competitions. The more logical the production in question. In the awareness and readiness-to-buy. Media connection between product and meantime , everyone is scrambling for a agencies are now adapting their format, the better the success of the slice of the branded entertainment pie, approach to sponsorship in order to campaign.” Mann’s view is borne out by from the media agencies that integrate all the parameters into a a number of recent campaigns. It seems traditionally administer their customers’ campaign. In the meantime, new German viewers prefer a 360-degree budgets and the specialised agencies evaluation methods for branded approach to branded entertainment. A that work with producers and brands, to entertainment, such as the Branded prime example of a successful holistic the marketing departments at TV Entertainment Assessment Model campaign that orchestrated events, stations to the production companies (BEAM) by Ogilvy, have been welcomed social media, advertising, PR and at POS that are actually handling the placement by German marketers and advertisers. was Das Perfekte Model on VOX with — and sometimes even the actors who Since April 2010, with the liberalisation hosts and models Eva Padberg and interact with the product on screen. of product placement on German Evaluating the size of the market, Petra television, much more has been made “PRODUCT PLACEMENT IS NOT A Kroop, head of brand integration at possible beyond mere product supply. SevenOne AdFactory, reports a deluge of Commercial broadcasters are also STAND-ALONE SOLUTION FOR US. IT’S requests from across the spectrum, “not becoming involved. The current market ALWAYS ACCOMPANIED BY OTHER only from typical advertising customers leader is SevenOne AdFactory, which is “ADVERTISING FORMS” Petra Kroop but also from companies that have not responsible for cross-linked concepts advertised on TV yet”. fff

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fff She adds: “The response has been enormous. After two years, we see great potential for product placement. However, product placement is not a stand-alone solution for us. It’s always accompanied by other advertising forms, such as spots or sponsorship. The potential revenue is estimated at approximately €200m annually.” A number of agencies, along with BEO are currently working on establishing a product placement association for the German-speaking countries. Meanwhile, the German Product Placement Congress in Stuttgart gathers together most of the key players and has done much to draw attention to the complex issues raised by branded entertainment. TV remains at the heart of most German branded-entertainment campaigns, with digital platforms, cinema, video, music and games playing supporting roles. But big budgets will always as a rule require the involvement of television. The central question is what comes first — the platform or the idea for a promising branded- n Print campaign for Renault entertainment campaign? Why not the larger stage of a TV quiz show? And Utilitaires Against this backdrop, creativity is develop an innovative idea for content why not have news of the champions flourishing. Several innovative ideas first and spin it out from there? As there and their prizes tweeted via the new have emerged, such as the integration of are only a limited number of TV generation of TV sets — which of course a cinema into the game Farmerama, in platforms in Germany, innovation is make exact user targeting possible?” which TV-spots and videos can be essential but there are also a couple of Social branded entertainment, also, has shown. Over in German-speaking emerging trends that are influencing the the potential to set trends and establish Austria, the energy drink Red Bull has market’s evolution. The digital brands. Understanding this, Renault ZE successfully embedded its brand in a TV platforms, for example, are becoming (zero emission) was one of the main station. Servus TV, owned by Red Bull, more and more important in the media sponsors of ProSieben’s Green Seven delivers top quality sports-focused mix. A growing trend among producers week, which featured a range of programming and covers an array of is to use the digital platforms to kick- documentaries on ecology. sporting events, not limited to those start a campaign before migrating it to Another key trend is video gaming. In sponsored by Red Bull. In conclusion, TV. As Stephan Borg, department head addition to associating a brand with the Germany has embraced branded of development and cross-media at ITV powerful pull of the gaming experience, content with enthusiasm and is set on Studios Germany, observes: “Editors, video gaming offers “a potentially realising its potential via TV, the digital who have been creating TV content for massive consumer base, huge media and at major events that are able many years, are discovering a whole scaleability of reach — especially in to reach, connect, engage and involve new life for their ideas on the web or as online gaming — and the possibility to the German consumer. ^ an app. There is a pioneering spirit and a track the user”, says Christian Hofbauer, new desire to experiment and innovate. CEO of Branded Entertainment Online. Why not design a quiz show as a web Not surprisingly, video gaming has WWW.BRANDEDENTERTAINMENTONLINE.DE game or as an iPhone app? Why not then become “a central focus of marketing is the news and knowledge-exchange marketplace for branded invite the best players on the web on to decision-makers,” he adds. entertainment in the German-speaking territories

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LIONS 2 012 DAILYNEWS PUBLISHED BY BOUTIQUE EDITIONS - WWW.LIONSDAILYNEWS.COM SUNDAY, JUNE 17, 2012

11.30 GOVIRAL: ENGAGING GENERATION SOCIAL The next mass medium could be ‘PROUD MOMENT’ called social mixed media. It con- FOR AVI SAVAR sists of all previous media in one, mixed in new and increasingly amazing ways. While the big AVI SAVAR, founder and CCO of Big

TODAY’S SEMINARS TODAY’S screen might still be in the living Fuel and the president of the room, under the surface social inaugural Branded Content & media is boiling and it is the GenY Entertainment Lion category, said digital natives who are driving that the introduction of this new change award is a milestone for the 12.30 CHINA ADVERTISING ASSOCIATION PRESENTS advertising industry. “This is a GROUPM & RENREN: proud and humbling moment for NAVIGATING THE BIGGEST me,” he added. “In 2004 I began a LAND-GRAB IN ADVERTISING Ronaldo President Clinton Debbie Harry Dan Wieden HISTORY journey based on the belief that With over half a billion internet marketers can effectively use users and nearly 400 million going content, rather than advertising, to online with their phones, China is Lions welcomes top names drive their business mandates poised to become a vast social and mobile market forward. It’s a model that leads with people stories, rather than product 13.30 ZENITHOPTIMEDIA: as Festival numbers boom LIVE INFORMATION stories, to engage audiences IS BEAUTIFUL AGAINST a background of sion & Marketing Services, ture and urbanism. instead of disrupting consumers.” In the world of “big” data, broad- entries into the Cannes Lions and Visa’s Antonio Lucio. Also Another Wednesday highlight According to Savar, the world is a casters, publishers and marketers are using powerful tools such as competitions climbing near- on Monday Arianna Huffin- sees actor/director Forest very different place than it was just “infographics” and other forms of ly 20% year-on-year across gton and Roy Sekoff, Huff- Whitaker debating the a few years ago. “We've witnessed data visualisation to make sense the Festival's 15 different cat- ington Post's founding edi- democratisation of content a dramatic shift across media, of the noise egories, this year’s seminar tor share insights into the with David Alberts of crowd- entertainment, advertising, 14.30 TEXTAPPEAL: speakers again include glob- seismic shift from presenta- sourcing agency MOFILM, marketing and technology,” he said. CULTURE SHOCKS: PORN, YOUTH AND BRANDS ally famous names, major tion to participation. and Brian Message, co-man- “A shift that has given audiences When we discuss the impact of clients, industry legends and Actor Omar Epps, who plays ager of Radiohead. complete control of what technology on human behaviour, frontline thinkers. Dr Eric Foreman in global TV Also on Wednesday, produc- experiences, programmes and we never discuss the biggest The Festival welcomes more hit House, joins SapientNi- er/DJ/musician Mark Ron- brands they invite into their lives, impact of them all: today the mass consumption of online sexual stim- than 11,000 registered del- tro on Monday to explore how son joins GreenLight’s Nick and I am so proud to have been a ulae has provoked fundamental egates who will enjoy 54 sem- celebrities leverage cutting- Davidge and Tom Pettus of part of this shift. Our mission is to changes in the behaviours and per- inars across seven days. edge marketing techniques Innocean in RE:GENERA- turn brands into publishers.”But the ceptions of youth around the world Highlights include the and lead in the adoption of TION Music Project: The Evo- shift is not finished yet. “We have 15.30 GLOBE AND MAIL: appearance of gymnast Nadia new platforms such as Pin- lution of Brands and Artists merely scratched the surface — as GSP@CANNES - TURNING A FIGHTER INTO A BRAND Comaneci on Monday at the terest, Instagram or Beeyoo. in the Creative Process, to media and technology continue to Canadian athlete Georges St- Visa/TBWA Right Approach, On Wednesday at The discuss how to appeal to the converge we will see more changes, Pierre is also a brand. Social media Right Message, Right Time Guardian session Redrawing creative class by challeng- new opportunities and additional plays a key role in building, shap- debate. Comaneci will dis- Boundaries: Pushing The ing DJs and producers to gen- challenges. This is why the ing and maintaining this status, cuss Visa’s engagement with Limits Of Creativity, prize- erate new content, while establishment of the Branded with every action an opportunity to be leveraged for building fans the Olympics with TBWA/ winning architect Zaha Hadid opening up the process to Content and Entertainment category and garnering likes Chiat/Day’s Patrick O’Neill, discusses her work and the cameras and collaboration. at Cannes is so meaningful. It 16.30 THENETWORKONE: Timo Lumme of ICO Televi- challenges facing architec- On Thursday TURN TO PAGE 4 f solidifies the need for our industry THE INDEPENDENT AGENCY to embrace and reward new ways of SHOWCASE thinking, creating and delivering Julian Boulding, founder of thenet- workone and publisher of The Mobile competition grows fast brand messages.” World’s leading Independent Agencies, introduces the annual TOM ESLINGER, digital creative there should be a Mobile cat- Cannes Lions Independent Agency director of Saatchi & Saatchi egory, and two months later Showcase. The seminar features inspiring work and challenging Worldwide, and inaugural I was working with them to views from some of the leading Mobile Lions Jury President, formulate the sub-categories,” independent agencies in the world is “delighted” by the agency Eslinger said. today. response to the launching of “There had been growing 17.30 PARTY: a new category that he was pockets of mobile campaigns TECHNOLOGY. STORY. MARKET. instrumental in putting across lots of categories, and The human brain recognises the world primarily through the use of together. now we have 950 entries in story. Let us consider for a “Last year I suggested to Fes- the first year — which is more moment respected brands such as tival chairman Terry Savage than any of us expected.” One Tom Eslinger Avi Savar Nike, Sony, and Coca-Cola: behind and CEO Phil Thomas that thorny aspect of TURN TO PAGE 4 f a good brand, there is always a great story FESTIVAL NEWS P1 -5 DIRECT SHORTLIST P6 PROMO & ACTIVATION SHORTLIST P10 ALL SEMINARS ARE IN THE DEBUSSY INSIDE BOX FEATURE: MOBILE P16 FEATURE:BRANDED CONTENT P19 UNLESS INDICATED

ADVERTISE YOUR NEWS Interested in advertising in Lions Daily News Contact Julian Newby, editor, or on lionsdailynews.com Lions Daily News, in the editorial suite Contact Jerry or Lisa at the sales office on level 01 of the Palais des Festivals on level 01 of the Palais des Festivals. to make an appointment. Tel: 04 92 59 01 88 Tel: 04 92 59 01 91 [email protected] WWW.LIONSDAILYNEWS.COM TITANIUM AND INTEGRATED LIONS SCREENINGS This schedule is subject to change. Audi K FILM SHORTLIST

CATEGORIES MON 18 WED 20 SCREENINGS A01/001-050 09.00 – 09.50 FRIDAY 22 JUNE A01/051-100 09.50 – 10.45 A01/101-150 10.45 – 11.35 GRAND AUDI A01/151-200 11.35 – 12.30 n 10:00 – 20:00 A01/201-250 12.30 – 13.20 A01/251-300 14.30 – 15.20 14.30 – 15.20 n SALLE ESTEREL 09:00 – 20:00 A01/301-350 15.20 – 16.15 15.20 – 16.15 A01/351-400 16.15 – 17.05 16.15 – 17.05 n AUDI J A01/401-450 17.05 – 18.00 17.05 – 18.00 09:00 – 20:00 A01/451-500 18.00 – 18.45 18.00 – 18.45 A01/501-517 18.45 – 19.00 18.45 – 19.00 SATURDAY 23 JUNE n SALLE ESTEREL BRANDED CONTENT & ENTERTAINMENT 09:00 – 16:00 LIONS SCREENINGS n AUDI J This schedule is subject to change. Audi K 09:00 – 16:00

CATEGORIES SUN 17 TUES 19 WED 20 THURS 21 FILM CRAFT SHORTLIST A01. BEST FICTIONAL PROGRAMME, SERIES OR FILM WHERE A CLIENT HAS SUCCESSFULLY 14.00 – 16.10 SCREENINGS CREATED A DRAMA, COMEDY OR MINISERIES AROUND A PRODUCT OF BRAND FRIDAY 22 JUNE A02. BEST NON-FICTION PROGRAMME, SERIES OR FILM WHERE A CLIENT HAS SUCCESSFULLY n AUDI B CREATED A REALITY, DOCUMENTARY OR 09.00 – 14.00 09:00 – 16:00 LIGHT ENTERTAINMENT SHOW AROUND A PRODUCT(S) OR BRAND(S) SATURDAY 23 JUNE A03. BEST BRAND OR PRODUCT INTEGRATION 19.00 – 19.10 INTO A FEATURE FILM n AUDI B 09:00 – 16:00 A04. BEST BRAND OR PRODUCT INTEGRATION 16.10 – 17.20 INTO AN EXISTING TV SHOW OR SERIES

A05. BEST USE OF BRAND SPONSORSHIP TITANIUM AND INTEGRATION (WHERE THERE IS NO PRODUCT INTEGRATED/ OVERTLY DISPLAYED IN THE FILM, SHOW, 14.30 – 17.25 EVENT ETC. BUT IT IS ALIGNED TO A BRAND BRANDED MESSAGE) CONTENT &

A06. BEST USE OR INTEGRATION OF USER- ENTERTAINMENT 17.25 – 19.35 GENERATED CONTENT SHORTLIST

A07. BEST USE OR INTEGRATION OF SCREENINGS 09.00 – 13.40 EXPERIENTIAL EVENTS FRIDAY 22 JUNE A08. BEST USE OR INTEGRATION OF MUSIC 10.00 – 12.30 n AUDI K A09. BEST USE OR INTEGRATION OF OFFLINE 12.30 – 13.00 09:00 – 20:00 MEDIA SUCH AS PRINT, OUTDOOR ETC

A10. BEST USE OR INTEGRATION OF GAMING 17.20 – 18.30 SATURDAY 23 JUNE n AUDI K A11. BEST USE OR INTEGRATION OF DIGITAL 15.00 – 19.00 09:00 – 16:00 MEDIA

A12. BEST INTEGRATED CONTENT CAMPAIGN 09.00 – 14.10 FILM LIONS SCREENINGS This schedule is subject to change. GRAND AUDI AUDI J SALLE ESTEREL

CATEGORIES SUN 17 MON 18 TUES 19 WED 20 THURS 21 A01. SAVOURY FOODS 11.25 – 12.50 14.20 – 15.45 09.00 – 10.25 A02. SWEET FOODS & SNACKS 09.00 – 10.40 09.00 – 10.40 16.00 – 17.40 A03. ALCOHOLIC DRINKS 09.50 – 11.15 09.00 – 10.25 A04. NON-ALCOHOLIC DRINKS 09.40 – 11.25 16.35 – 18.20 13.25 – 15.10 A05. HOUSEHOLD: CLEANING PRODUCTS 12.10 – 12.40 15.30 – 16.00 A06. HOUSEHOLD: OTHER 12.45 – 13.05 16.45 – 17.05 A07. HOME APPLIANCES & FURNISHINGS 11.45 – 12.25 09.00 – 09.40 19.20 – 20.00 A08. COSMETICS & BEAUTY 09.00 – 09.50 09.00 – 09.50 15.45 – 16.35 A09. TOILETRIES 11.15 -11.30 17.40 – 17.55 11.35 – 11.50 A10. PHARMACY 19.20 – 20.00 17.05 – 17.45 A11. CLOTHING, FOOTWEAR & ACCESSORIES 11.15 – 12.00 11.45 – 12.30 17.40 – 18.25 A12. MISCELLANEOUS 12.10 – 12.20 12.40 – 12.50 19.35 – 19.45 A13. CARS 09.50 – 12.25 09.00 – 11.35 10.25 – 13.00 A14. OTHER VEHICLES, AUTO PRODUCTS & SERVICES 12.00 – 12.45 17.45 – 18.30 A15. HOME ELECTRONICS & AUDIO-VISUAL 12.25 – 13.00 14.45 – 15.20 19.20 – 19.55 A16. RETAIL STORES 09.00 – 11.15 12.30 – 14.45 11.10 – 13.25 A17. RESTAURANTS & FAST FOOD OUTLETS 18.30 – 19.20 18.30 – 19.20 A18. TRAVEL, TRANSPORT & TOURISM 11.30 – 12.40 11.20 – 12.30 14.10 – 15.20 A19. ENTERTAINMENT & LEISURE 09.00 – 11.45 09.00 – 11.45 14.15 – 17.00 A20. PUBLICATIONS & MEDIA 16.05 – 17.45 17.55 – 19.35 17.40 – 19.20 A21. BANKING, INVESTMENT & INSURANCE 12.30 – 14.20 A22. BUSINESS EQUIPMENT & SERVICES 13.00 – 13.45 19.00 – 19.45 10.25 – 11.10 A23. COMMERCIAL PUBLIC SERVICES 14.45 – 18.30 13.00 – 16.45 A24. CORPORATE IMAGE 13.45 – 16.05 15.20 – 17.40 11.50 – 14.10 A25. BROADCAST IDENTS & SPONSORSHIPS 19.45 – 20.05 19.50 – 20.10 15.10 – 15.30 A26. PUBLIC HEALTH & SAFETY 10.40 – 12.10 10.40 – 12.10 18.25 – 19.55 A27. PUBLIC AWARENESS MESSAGES 17.45 – 20.05 09.00 – 11.20 15.20 – 17.40 A28. FUNDRAISING & APPEALS 17.30 – 19.00 13.15 – 14.45 18.20 – 19.50

INTERNET FILM & OTHER FILM CONTENT SCREENINGS Entries from the ‘B. Internet Film’ and ‘C. Other Film Content’ sections will be available throughout the Festival in the Screening Lounge on Level -1.

FILM CRAFT LIONS SCREENINGS AUDI B This schedule is subject to change.

CATEGORIES TUES 19 WED 20 THURS 21 A01. ART DIRECTION 09.00 – 12.50

A02.DIRECTION WILL BE AVAILABLE A02.DIRECTION WILL BE AVAILABLE A02. DIRECTION WILL BE AVAILABLE THROUGHOUT THE FESTIVAL THROUGHOUT THE FESTIVAL THROUGHOUT THE FESTIVAL A02. DIRECTION ON THE INTERACTIVE SCREENING ON THE INTERACTIVE SCREENING ON THE INTERACTIVE SCREENING KIOSKS ON LEVEL -1 KIOSKS ON LEVEL -1 KIOSKS ON LEVEL -1

A03. BEST PRODUCTION VALUE 12.50 – 14.30 12.45 – 14.25 A04. CINEMATOGRAPHY 14.30 – 19.50 A05. EDITING 10.00 – 13.30 A06. SCRIPT 13.30 – 16.30 A07. BEST USE OF MUSIC 14.25 – 18.05 A08. SOUND DESIGN 08.30 – 09.40 A09. VISUAL EFFECTS 09.40 – 12.45 A10. ANIMATION 16.30 – 19.30 Map:25•01 front 17/06/12 22:19 Page24 PAL AIS MAP 16/06/12 11:12

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