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  • SUB CATEGORY :
    DIGITAL INTEGRATED CAMPAIGN: DURABLE CONSUMER GOODS
  • COMPANY ENTERING :
    SPICEBOX INC., TOKYO
  • ENTRY TITLE :
    HAND MEETS HAND
  • BRAND :
    TIFFANY & CO.
  • ADVERTISER :
    TIFFANY & CO.
  • AGENCY :
    HAKUHODO INC., TOKYO
  • CHIEF EXECUTIVE OFFICER :
    TOSHIYA FUKUDA (777)/KENJI KAMIYA (WHITE INC.)
  • COPYWRITER :
    GENKI KIMURA
  • ART DIRECTOR :
    RYOKO NAGAMATSU
  • INTERACTIVE ART DIRECTOR :
    RYOKO NAGAMATSU
  • IMG SRC/TECHNICAL DIRECTOR :
    MASANORI MORI
  • IMG SRC/ENGINEER :
    MASANORI YOSHII
  • ACCOUNT DIRECTOR :
    SHIRO KOMORI
  • ACCOUNT MANAGER :
    HARUHIKO TSURUMI
  • ACCOUNT EXECUTIVE :
    ERI FUCHINO
  • COMMUNICATiON PLANNER :
    MINAKO TANAKA (HAKUHODO MEDIA PARTNERS)
  • STRATEGIC PLANNING DIRECTOR :
    DAISUKE FUKUHARA
  • STRATEGIC PLANNER :
    RYO KAZUNO (SPICEBOX)
  • PLANNER :
    HIROMASA HOSOTANI (WHITE INC.)
  • FILM PRODUCTION COMPANY :
    HAKUHODO PRODUCT’S INC., TOKYO
  • DIRECTOR :
    YUKO YASUNAGA (CAVIER)/TAICHI HIRAO
  • D.O.P/CINEMATOGRAPHER :
    KAZUNARI TANAKA
  • GAFFER :
    CHIE NAGAO
  • FILM PRODUCER :
    HAYATO ARAKAWA
  • CHIEF PRODUCTION MANAGER :
    TORU TAGUCHI
  • PRODUCTION MANAGER :
    TOSHINORI YOKOKAWA
  • PRODUCTION DESIGNER :
    TAKASHI SASAKI (SHINKUU CO., LTD.)
  • POST-PRODUCTION COMPANY :
    REDHILL, TOKYO
  • EDITOR :
    AKIHISA FUKUOKA
  • FLAME ARTIST :
    AKIHISA FUKUOKA
  • POST PRODUCER :
    SHINYA IMOTO
  • SPECIAL EFFECTS COMPANY :
    DROP, TOKYO
  • ANIMATOR :
    SABUROU HASHIMOTO
  • SPECIAL EFFECTS PRODUCER :
    HIDEYUKI KOUTAHIDEYUKI KOUTA
  • SOUND PRODUCTION COMPANY :
    AIIN CO., LTD., TOKYO
  • SOUND DESIGNER :
    KATSUYA YAMADA
  • SOUND STUDIO PRODUCER :
    KATSUYA YAMADA
  • MUSIC COMPOSER :
    GUTEVOLK
  • ENGLISH CONTEXT EXPLANATION :
    IN ORDER TO REBUILD THE ENGAGEMENT WITH YOUNG TARGET WHO ARE GETTING INDIFFERENT TO TIFFANY, WE CREATED AN INTERACTIVE YET SO PRIMORDIAL EXPERIENCE ON STORY OF A PAIR OF LOVERS. WE SET UP A PROJECTION SYSTEM MODELED AFTER A NEW YORK STREETLIGHT AT TIFFANY’S GINZA SIGNATURE STORE. WHEN A COUPLE PUT THEIR HANDS UNDER THE STREETLIGHT, AN ANIMATED STORY IS PROJECTED ON THEIR HANDS. WHEN TWO HANDS TOUCH AND OPEN LIKE A BOOK, THE STORY UNVEILS ITSELF BY THE SENSOR THAT DETECTS THEIR HAND MOVEMENTS. WE TURNED LOVERS’ HANDS INTO A PERSONAL PICTURE BOOK. AT THE CONCLUSION OF THE STORY, THE PROJECTOR DISPLAYS A WEDDING PROPOSAL AND FITS AN ENGAGEMENT RING ON THE WOMAN’S RING FINGER. WE REALIZED AN ORIGINAL STORY WITH SCENARIO OPTIONS AND AUTOGRAPH BY EACH COUPLE, WHICH IS PROJECTED ON HANDS AT THE END OF STORY.
  • URL :
    http://award.255255255.com/hand-meets-hand/
  • SUB CATEGORY :
    BEST USE OF DIGITAL
  • COMPANY ENTERING :
    BWM DENTSU, SYDNEY
  • ENTRY TITLE :
    ALERT AD
  • BRAND :
    VICTORIAN GOVERNMENT
  • ADVERTISER :
    VICTORIAN GOVERNMENT
  • AGENCY :
    BWM DENTSU, MELBOURNE/COLUMBUS, MELBOURNE/
    DENTSU MITCHELL, MELBOURNE
  • CHIEF CREATIVE OFFICER :
    ROB BELGIOVANE (BWM DENTSU)
  • EXECUTIVE CREATIVE DIRECTOR :
    SIMON BAGNASCO (BWM DENTSU)
  • CREATIVE DIRECTOR :
    CHRIS ANDREWS (BWM DENTSU)
  • DIGITAL CO-ORDINATOR :
    CHRISTINA DIOMIDES (DENTSU MITCHELL)
  • DIGITAL EXECUTIVE :
    ELAINE TUAZON (DENTSU MITCHELL)
  • GENERAL MANAGER :
    GRAHAM WILKINSON (COLUMBUS)
  • BUSINESS DIRECTOR :
    MARIANNE MCNALLY (COLUMBUS)
  • GROUP ACCOUNT DIRECTOR :
    RON PHILLIPS (DENTSU MITCHELL)
  • ACCOUNT DIRECTOR :
    TRENT LIGHT (DENTSU MITCHELL)
  • ACCOUNT MANAGER :
    JASON BIRD (DENTSU MITCHELL)
  • STRATEGY DIRECTOR :
    SUSIE WALLS (DENTSU MITCHELL)
  • MEDIA EXECUTIVE :
    WILL GILES (DENTSU MITCHELL)
  • PERFORMANCE MANAGER :
    GAZAL ARORA (COLUMBUS)/LUCY RIORDAN (COLUMBUS)
  • THE BRIEF :
    THE THREAT OF BUSHFIRES IS SOMETHING MANY AUSTRALIANS LIVE WITH EVERY DAY BUT EXISTING ALERT SYSTEMS WERE CHALLENGED BY THE UNPREDICTABLE NATURE OF FIRE. WITH LIVES AT RISK, FAILURE WAS NOT AN OPTION. SO, WE WERE TASKED WITH TRANSLATING BUSHFIRE AWARENESS INTO IMMEDIATE BEHAVIOURAL ACTION IN ONE OF THE MOST FIRE PRONE REGIONS IN THE WORLD: VICTORIA, AUSTRALIA.
  • THE STRATEGY :
    FOR THE CAMPAIGN TO BE SUCCESSFUL, WE NEEDED TO SIMPLIFY THE COMPLEXITIES AROUND FIRE DANGER WARNINGS. DUE TO THE DIVERSE SET OF RISKS POSED BY FIRES AT A LOCAL LEVEL, WE NEEDED TO DELIVER MULTIPLE MESSAGES TO A WIDE RANGE OF AUDIENCES AT EITHER DIFFERENT TIMES OR SIMULTANEOUSLY IF CONDITIONS DEMANDED. WITH ALL ACTIVITY BEING INTRINSICALLY LINKED TO WEATHER CONDITIONS WE HAD TO FIND A CREATIVE WAY TO PLAN FOR FIRE DANGER RISKS. THE TRUE HERO OF THE STRATEGY WAS OUR ABILITY TO SUCCESSFULLY MAP THE CFA (COUNTRY FIRE AUTHORITY) DATA AGAINST NINE DISTRICTS TO SERVE ‘HYPER’ LOCAL RESULTS.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    OUR SOLUTION WAS BORN OUT OF THE THING PEOPLE TURN TO FIRST IN AN EMERGENCY. THEIR SMART PHONE. AND THE FIRST THING THEY NORMALLY SEE WHEN USING THEIR PHONE: GOOGLE ADWORDS. SO, WE TURNED ADWORDS INTO A REAL TIME-ALERT NETWORK. A SYSTEM THAT SERVED ACCURATE, GEOGRAPHICALLY RELEVANT FIRE RISK ALERTS. WE DEVELOPED A DYNAMIC CONTENT SOLUTION WHICH INTEGRATED FIRE DANGER RATING WARNINGS DATA, WEATHER ALERTS AND GEOGRAPHIC ZONING. USING A MOBILE NETWORK LOCATION-BASED TARGETING SYSTEM AND A DISTINCTIVE COMBINATION OF WI-FI AND TELCO SIGNAL STRENGTH, WE MAPPED OUT LOCATIONS WHICH HELPED US ACCURATELY IDENTIFY USERS’ LOCATION WITHIN FIRE DISTRICTS.
  • THE RESULT :
    OUR GOAL FOR THIS CAMPAIGN WAS TO PREVENT ANY CASUALTIES. NO VICTORIAN LOST THEIR LIFE DUE TO FIRE THIS SEASON AND WHILST THIS CANNOT BE ATTRIBUTED SOLELY TO OUR CAMPAIGN, OUR ‘ALERT ADS’ PLAYED A CRUCIAL ROLE IN EDUCATING VICTORIANS AND ALERTING THEM TO TAKE ACTION. OUR CAMPAIGN MECHANISM HELPED AMPLIFY WARNING MESSAGES, MAXIMISING IMPRESSIONS, REDUCING AD-FATIGUE AND REACHING THE MOST USERS POSSIBLE- RESULTING IN 1 IN 2 VICTORIANS WERE CLICKING ON OUR ADS DURING THE HEIGHT OF SUMMER. CPC OF LESS THAN $0.5. RELEVANCE TO USERS WAS MAXIMISED THROUGH THESE TRIGGER RULES, RESULTING IN A CTR OF OVER 20%.
  • URL :
    https://www.alertad-submission.com/