It's already five years ago that Caff wrote Tag mimicking Axe and warned about the dangers of copying someone elses exact strategy. " if a consumer doesn't watch through to the end when the board comes up with the tag line and brand name, there's every reason to assume that people will be thinking that Tag's advertising is for Axe (or even Old Spice Red Zone). Causing confusion for consumers isn't really what I'm sure Arnold was intending to do. But by letting this ad get out to the airwaves, that's most likely what is going to happen."

Funny, the only thing she didn't predict was that Lynx (Axe) would be copying visual executions of Old Spice Red Zone. It's come full circle with the new "Bullet" campaign showing Lynx snow angels.

The idea is the same as in the 2005 execution of Old Spice Red Zone. Funny.

Looking slightly shellshocked, Antoaneta Metchanova from Ogilvy Paris had the pleasure of trying to figure out how to get all those awards home last night. "I'm here all alone! How am I going to carry this?" Clearly keen on sharing the fun with her colleagues at Ogilvy she was texting everyone about it, and wishing they were with her in Amsterdam, not just for the ability to double as award-carrying helpers. "Can we take pictures of them? I should have brought a camera."

An award-winning damsel in distress, how could Adland not help her out?

"It's a pretty crazy time at the office, we're all very busy, and I'm actually here for work, so I came straight here, and this is how it worked out...."

-"So your lack of sleeping is not from being out partying at the agency open houses last night?" I probed "Not at all, I wish, but we are very busy, it's a crazy time at the office. It's good, the creative energy is up, and I guess this is the proof," she waves to her heavy souveniers, "It's a little overwhelming, but it's cool."

Arranging the awards for a good photo she recounts what they are all for "...and this one is for Agency of the year which is pretty overwhelming."

- You're going to have to get an extra suitcase" I sum up, and she laughs; "Yes, I think I'm going to go shopping tomorrow, I can't wait to share - bring these to the agency on Monday, it's going to be cool."

Congratulations again to Ogilvy, Paris and Antoaneta Metchanova for winning agency of the year at the Eurobest 2009.

The holidays are upon us...which means Super Bowl XLIV is not far away. We've started to gather the info on the ads you can expect to see air on Feb 7, 2010. Check back for updates as we get closer and more brands give up the facts. (And if you've got a scoop, let us know or post it yourself!)

With about 90% of the ad time bought up for in-game ads, we expect to find out more in the next month or so. But here is a preliminary list of brands you should expect to see:

Eurobest 2009 Award Winners - Design

Title
Advertiser / Client
Product / Service
Entrant Company
Country

Grand Prix

PROCONTRA
LEADACADEMY
LEAD AWARDS
SERVICEPLAN, Hamburg
Germany

Gold Eurobest

IQ FONT
TOYOTA
TOYOTA IQ
HAPPINESS BRUSSELS
Belgium
MISS DIOR CHÉRIE
CHRISTIAN DIOR
FRAGRANCE
PUBLICIS NET, Paris
France
ALL AGAINST EACH OTHER
AMNESTY INTERNACIONAL
AMNESTY INTERNATIONAL
LEO BURNETT LISBOA
Portugal

Eurobest 2009 Award Winners - Sales Promotion

Title
Advertiser / Client
Product / Service
Entrant Company
Country

Grand Prix

ETERNAL MOONWALK
STUDIO BRUSSELS
RADIOSTATION
MORTIERBRIGADE, Brussels
Belgium

Gold Eurobest

STORE+ THE STORE THAT SELLS HOPE
PORTUGUESE RED CROSS
RED CROSS DONATIONS
LEO BURNETT LISBOA
Portugal
LET IT RING
OVK/PARENTS OF CHILD ROAD VICTIMS
ROAD SAFETY MESSAGE
HAPPINESS BRUSSELS
Belgium

Eurobest 2009 Award Winners - Craft

Title
Advertiser / Client
Product / Service
Entrant Company
Country

Grand Prix Campaign

MATTEL
SCRABBLE
OGILVY FRANCE, Paris
France
MATTEL
SCRABBLE
OGILVY FRANCE, Paris
France
MATTEL
SCRABBLE
OGILVY FRANCE, Paris
France

Gold Eurobest

SHELTER
SHELTER
LEO BURNETT, London
United Kingdom
T-MOBILE
T-MOBILE
SAATCHI & SAATCHI, London
United Kingdom

Gold Eurobest Campaign

SUMO
MATTEL
SCRABBLE
OGILVY FRANCE, Paris
France
YOGA
MATTEL
SCRABBLE
OGILVY FRANCE, Paris
France
HULA
MATTEL
SCRABBLE
OGILVY FRANCE, Paris
France

Eurobest 2009 Award Winners - Radio

Title
Advertiser / Client
Product / Service
Entrant Company
Country
Production Company
Country

Grand Prix Campaign

THE FIRST TIME
STUDIO BRUSSELS
TUNE YOUR LIFE SERIES
MORTIER-BRIGADE, Brussels *
Belgium
VRT, Brussels
Belgium
OPENING DANCE
STUDIO BRUSSELS
TUNE YOUR LIFE SERIES
MORTIER-BRIGADE, Brussels *
Belgium
VRT, Brussels
Belgium
RINGTONES
STUDIO BRUSSELS
TUNE YOUR LIFE SERIES
MORTIER-BRIGADE, Brussels *
Belgium
VRT, Brussels
Belgium
SHEMUS, THE MYSTERIOUS WHALE
STUDIO BRUSSELS
TUNE YOUR LIFESERIES
MORTIER-BRIGADE, Brussels *
Belgium
VRT, Brussels
Belgium
LET'S PEE IN THE CORNER
STUDIO BRUSSELS
TUNE YOUR LIFESERIES
MORTIER-BRIGADE, Brussels *
Belgium
VRT, Brussels
Belgium

Gold Eurobest Campaign

FIGHT
SONY COMPUTER ENTER-TAINMENT
PLAYSTATION PORTABLE
TBWA\ESPAÑA, Madrid *
Spain
AUDIOCLIP MADRID
Spain
BATTLE
SONY COMPUTER ENTER-TAINMENT
PLAYSTATION PORTABLE
TBWA\ESPAÑA, Madrid *
Spain
AUDIOCLIP MADRID
Spain

Eurobest 2009 Award Winners - Interactive

Title
Advertiser / Client
Product / Service
Entrant Company
Country

Grand Prix

IQ FONT
TOYOTA
TOYOTA IQ
HAPPINESS BRUSSELS
Belgium

Gold Eurobest

GLOBE OF FORTUNE
SCANDINAVIAN AIRLINES SWEDEN
SCANDINAVIAN AIRLINES SWEDEN
CRISPIN PORTER + BOGUSKY EUROPE, Gothenburg
Sweden
PHILIPS CINEMA 21:9
PHILIPS
CINEMA 21:9 TV
TRIBAL DDB AMSTERDAM
The Netherlands
KILLZONE 2
SONY COMPUTER ENTERTAINMENT EUROPE
PLAYSTATION
AGENCY REPUBLIC, London
United Kingdom
BANNER CONCERTS
AXION
YOUTH BANKING
BOONDOGGLE, Leuven
Belgium
LET IT RING
OVK/PARENTS OF CHILD ROAD VICTIMS
ROAD SAFETY MESSAGE
HAPPINESS BRUSSELS
Belgium
BANNER CONCERTS
AXION
YOUTH BANKING
BOONDOGGLE, Leuven
France

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