Cannes Integrated Grand Prix and Titanium 2011

Droga5, New York did rather well at Cannes this year with their D-code Jay-Z with Bing taking home the Integrated Grand Prix. But not only that, they took home a Titanium Lion and Silver Cyber, and Outdoor Grand Prix.

Microsoft’s search engine, Bing wanted to connect with a younger audience and needed to make their Search and Maps technology more culturally relevant. The primary objective was to increase "Intent to Use" Bing products and improve perceptions of Bing as a culturally relevant brand to a coveted younger audience. Bing’s core users were middle aged women in the Midwest and the brand wanted to make real inroads with the coastal youth population. We used the launch of Jay-Z’s autobiography “Decoded” as a relevant moment in youth culture and an opportunity to create a deeper experience with it through Bing technology. The target does not differentiate online from offline, so we built the program across existing media formats and channels but in a new way that wove them together and added interactive to everything. The unique partnership brought Bing to the forefront of pop-culture and gave millions of Jay-Z fans a reason to use Bing Search and Maps.

Jury President Olivier Altmann, Chief Creative Officer at Publicis Worldwide, explains what made ‘Decode Jay-Z with Bing’ worthy of a Grand Prix, with Ed Morris, Executive Creative Director at Rapier, and Dan Fietsam, Chief Creative Officer at Energy BBDO.

Creative Chairman: David Droga, Neil Heymann
Copywriter: Adam Noel/Spencer Lavellee
Art Director: Jon Kubikr
Designer: Jon Donaghy
Digital Designer: Piper Derley/Elias Holtz
Senior Digital Producer: Andrew Allen
Digital Producer: Toph Brown
OOH Producer: Cliff Lewis/Mea Cole-Tekfka
Head of Print Services: Rob Lugo
Studio Artist: Chris Thomas
Director of Digital Strategy: Hashem Bajwa
Creative Director: Duncan Marshall/Ted Royer/Nik Studzinski/Kevin Brady
Director of Polygons: Colin Lord
Videographer/Editor: Sam Kilbreth (Droga5), Eric Hadley/Nick Divers (BING)
PR Company: Sunshine, Sachs & Associates
Account: Shawn Mackoff/Megan Collins
Chief Executive Officer: Andrew Essex

Meanwhile, the other two Titanium awards went to The Speed Camera Lottery for Volkswagen from DDB Stockholm, Sweden and American ROM for Kandia Dulce by BV McCann Erickson Bucharest/Romania.

Our challenge was to drive interest for Volkswagen BlueMotion – a range of car innovations that lowers environmental impact without compromising on the joy of driving. Our original solution to this was The Fun Theory – that fun can change human behaviour for the better – a global success we wanted to build on. Our competition, The Fun Theory Award, had previously received hundreds of amazing competition entries from over 35 countries. But the winning idea had come from Kevin Richardson, a San Francisco-resident who came up with the Speed Camera Lottery. Kevin’s idea revolved around fining speeding drivers and rewarding those that obeyed traffic regulations through a lottery, where the winnings came from the speeding drivers fines. We decided to give back to the Fun Theory community and test if the Fun Theory could make a difference in keeping drivers safe, by making Kevin’s idea reality. The Speed Camera Lottery was launched in Stockholm.

Art Director/Director: Simon Higby
Copywriter/Director: Martin Lundgren
Social Media Director/Planner: Michael Bugaj
Creative Director: Andreas Dahlqvist
Business Director: Jerker Fagerström
Account Director/Web Producer: Linda Eriksson
Idea for The Speed Camera Lottery: Kevin Richardsson, California
Producer Film: Johan Kromnér
Editor: Andreas Bjerner
Account Manager: Barbro Långjuth
Graphic Designer: Niklas Andersson
Designer: Rasmus Kellerman
Web/CRM Manager: Katarina Lakowitz (Volkswagen Sweden)
PR Manager: Marcus Thomasfolk (Volkswagen Sweden)
Marketing Manger: Åke Lundberg (Volkswagen Sweden)
Account Director: Elin Westin (Prime PR)

ROM is the Romanian traditional chocolate bar that we all grew up with. Launched in 1964, with the Romanian flag on its wrapper, it enjoys 95% brand awareness. Yet its share and volume were plummeting with only 14.5% of people listing it as their favourite brand. ROM had an aging consumer base feeling nostalgic and patriotic about the brand, but lacked new, younger fans. Young Romanians are disillusioned and cynical, only 12% describing themselves as patriots. They prefer 'cool' American confectionery brands like Snickers and Mars. How could ROM, a chocolate bar branded with the Romanian flag, gain appeal to youngsters so disengaged with national values? We knew that although Romanians tend to be negative about themselves and their country, their patriotism returns when challenged. This 'reactive patriotism' underpinned our ground-breaking campaign that challenged young people’s national ego in order to re-establish ROM as a cherished Romanian product and icon.

Creative Director: Adrian Botan
Group Creative Director: Dinu Panescu, Catalin Dobre
Account Director: Ruxandra Savulescu
Strategic Planner: Ileana Serban Parau
Art Director: Ionut Cojocaru, Andra Badea
Copywriter: Florin Florea
Account Manager: Ruxandra Vasilescu (McCann PR, Weber Shandwick affiliate company)
Media Planning Director: Victor Croitoru
Media Manager: Alina Carasol
Account Executive: Sorina Iordan (McCann PR, Weber Shandwick affiliate company)
Account Director Online: Cristina Birleanu (MRM Parteneri Romania)
Art Director Online: Laurentiu Stere (MRM Parteneri Romania)

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