I was a Judge in the Festival of Media, Montreux, Switzerland, 4.12

An old co-worker was named Jury Chair for the Festival of Media, a global Media Conference.  When he asked me if I wanted to join, I jumped at the chance.  There were about 25 judges from all over the world, client and agency and I was reunited with a few old friends.

The caliber of entries was extremely high.  My favorite category was the "experiential" category.  The judges debated for a long time and two winners were chosen:  Coca-Cola "Share a Coke" and Mokesh - The coalition for mine free Israel, "Danger!  Dog poop". 


In the Coca-cola entry from Australia, Coke customized bottles with people's names on it ("John, Susan, etc").   Consumers were then able to suggest a name if their name was not chosen "Rafael, Suresh, etc".  Coke enabled consumers to "play" with the brand and demonstrated sales results.  A full 360 campaign was implemented.  The other case, was at the other end of the spectrum, and raised awareness for removal of land mines in the suburbs of Israel.  They did this by putting fake "dog poop" in the streets to show how people should avoid dog poop like they do land mines.  Awareness rose as well as donations to the cause.  A new bill was passed in the Parliament.

The reason I love these case studies is because they juxtapose how different objectives can successfully be accomplished through brand/consumer experiences.


http://www.creamglobal.com/events/festival-of-media-global-awards-2012-winners

Here's a list of all the winners.  please go to the above link and register on the Cream website to be able to access the video's.  Please check out "Tea Time", best PSA and "Eyes of Arabia", Best Engagement Strategy

BEST ENTERTAINMENT PLATFORM

WINNER

Title: Supercar showdown
Entering Company: Starcom MediaVest Group
Brand: Shannons
Country: Australia
Other credits: The Media Mix, WTFN, Kelly Racing, Seven Network
View the case study

BEST COMMUNICATIONS STRATEGY

WINNER

Title: Tea time - Muslims, your nice neighbour next door
Entering Company: MediaCom Norway
Brand: Antirasistisk Senter
Country: Norway
Other credits: Dinamo
View the case study

HIGHLY COMMENDED

Title: Awaken your beeflex
Entering Company: UM Sydney
Brand: Meat and Livestock Australia
Country: Australia
Other credits: BMF, APN Outdoor, JCDecaux

HIGHLY COMMENDED

Title: Power those who protect us
Entering Company: Starcom MediaVest Group
Brand: Duracell
Country: US
Other credits: Digitas, PainePR, Integer, Acme

BEST TARGETED CAMPAIGN

WINNER

Title: Office war
Entering Company: MediaCom Germany
Brand: NERF
Country: Germany
Other credits: Brainpool Artist & Content Services, Magic Moments
View the case study

HIGHLY COMMENDED

Title: Polident bridges the generation gap
Entering Company: MediaCom China
Brand: Polident
Country: China
View the case study

HIGHLY COMMENDED

Title: Puppy love
Entering Company: Starcom MediaVest Group
Brand: Optimum
Country: Australia
Other credits: Network TEN Australia

BEST USE OF DIGITAL LANDSCAPE

WINNER

Title: Le club Perrier
Entering Company: Ogilvy France
Brand: Perrier
Country: France
View the case study

THE EFFECTIVENESS AWARD

WINNER

Title: Polident bridges the generation gap
Entering Company: MediaCom China
Brand: Polident
Country: China
View the case study

HIGHLY COMMENDED

Title: John Lewis Christmas
Entering Company: Manning Gottlieb OMD
Brand: John Lewis
Country: UK
Other credits: Adam & Eve, Kitcatt Nohr Digitas

HIGHLY COMMENDED

Title: Brand launch in China
Entering Company: PHD Media
Brand: Lynx
Country: China

CREATIVE USE OF MEDIA AWARD

WINNER

Title: Night hammer
Entering Company: MEC India
Brand: Colgate
Country: India
Other credits: Bates India
View the case study

HIGHLY COMMENDED

Title: Awaken your beeflex
Entering Company: UM Sydney
Brand: Meat and Livestock Australia
Country: Australia
Other credits: BMF, APN Outdoor, JCDecaux

HIGHLY COMMENDED

Title: Geeky ad
Entering Company: Starcom MediaVest Group
Brand: Interactive Design Program
Country: Norway
Other credits: Anorak

BEST CONTRIBUTION TO A CAMPAIGN BY A MEDIA OWNER

WINNER

Title: Making of a Superstar
Entering Company: Gemini TV
Brand: Lux
Country: India
Other credits: Mindshare
View the case study

BEST EXPERIENTIAL CAMPAIGN

WINNER

Title: Danger! Dog poop
Entering Company: MediaCom Israel
Brand: Mokesh - The coalition for mine free Israel
Country: IsraelOther credits: Aroeti Berman GPS
View the case study

WINNER

Title: Share a Coke
Entering Company: Ikon Communications
Brand: Coca-Cola
Country: Australia
Other credits: Ogilvy, Naked Communications, Wunderman, Urban, One Green Bean, Momentum

HIGHLY COMMENDED

Title: Let's colour
Entering Company: MediaCom International
Brand: Dulux
Country: Global

THE PUBLIC SERVICE AWARD

WINNER

Title: Tea Time - Muslims, your nice neighbour next door
Entering Company: MediaCom Norway
Brand: Antirasistisk Senter
Country: Norway
Other credits: Dinamo
View the case study

HIGHLY COMMENDED

Title: Danger! Dog poop
Entering Company: MediaCom Israel
Brand: Mokesh - The coalition for mine free Israel
Country: Israel
Other credits: Aroeti Berman GPS
View the case study

HIGHLY COMMENDED

Title: Kymba
Entering Company: Havas Sports & Entertainment
Brand: Pedigree
Country: Argentina
Other credits: MPG

BEST USE OF EMERGING TECHNOLOGY

WINNER

Title: Light powered media for light powered watch
Entering Company: Maxus Bangalore
Brand: Titan HTSE
Country: India
Other credits: Titan, KRDS, Kinetic
View the case study

BEST USE OF CONTENT

WINNER

Title: The castaway diary by Ciel
Entering Company: Starcom MediaVest Group
Brand: Ciel
Country: Mexico
Other credits: The Coca-Cola Company, Liquid Thread Mexico, Pixel Mexico, Stereosonique Films
View the case study

HIGHLY COMMENDED

Title: Project imagin8ion
Entering Company: Mediacom US
Brand: Canon
Country: US
Other credits: Grey, Alliance

HIGHLY COMMENDED

Title: Selling sight through song
Entering Company: UM
Brand: Acuvue
Country: US
Other credits: R/GA

BEST ENGAGEMENT STRATEGY

WINNER

Title: Eyes of Arabia
Entering Company: Starcom MediaVest Group
Brand: Olay
Country: United Arab Emirates
Other credits: MS&L, Tattoo, P&G
View the case study

HIGHLY COMMENDED

Title: Share a Coke
Entering Company: Ikon Communications
Brand: Coca-Cola
Country: Australia
Other credits: Ogilvy, Naked Communications, Wunderman, Urban, One Green Bean, Momentum

BEST SOCIAL MEDIA CAMPAIGN

WINNER

Title: Killzone 3
Entering Company: Manning Gottlieb OMD
Brand: PlayStation
Country: UK
View the case study

HIGHLY COMMENDED

Title: MANta Clause
Entering Company: Wieden+Kennedy
Brand: Old Spice
Country: US
Other credits: Paine PR

BEST USE OF MOBILE

WINNER

Title: Coin hunting
Entering Company: OMD Denmark
Brand: McDonald's
Country: Denmark
Other credits: DDB Denmark
View the case study

HIGHLY COMMENDED

Title: Playzone
Entering Company: Ikon Communications
Brand: Fanta
Country: Australia
Other credits: Webling, Ogilvy, Naked Communications

GRAND PRIX AWARDS

M.A.P. HOT COMPANY OF THE YEAR

VIDEOHUB

CAMPAIGN OF THE YEAR

WINNERS

Title: Tea Time - Muslims, your nice neighbour next door
Entering Company: MediaCom Norway
Brand: Antirasistisk Senter
Country: Norway
Other credits: Dinamo
View the case study