Mobius’ Grand Prix 2012 advertising winners hail from five countries
The nine international 2012 Mobius Awards Best of Show (Grand Prix) winners announced Jan. 16 represent a broad selection of projects from a cookable cookbook to a panther that travels through the history of Cartier and a pig that reminds everyone to be thoughtful of animals. The works came from creatives in five countries, United Kingdom, Germany, Australia, Italy and France. Mobius Awards has been in operation since 1971, and this year attracted entrants from 24 countries.
Meet the top winners, all of which also received the First Place Mobius Golden Statuette.
Best of Show in Branded Content was “Escape the Map,” by AMVBBDO, London. The project was an imagined ride in a Mercedes Benz C-63 AMG coupe designed to capture the attention of a young audience by combining real scenery with enhanced views. It produced results. The average time visitors spent viewing the production was five minutes and traffic to the Mercedes website increased 400 percent. The production was inspired by Google Street View and during the real portion filmed in Los Angeles by Digital Domain, the Google camera car actually caught the coupe twice.
The director was Carl Rinsch of RSA Films Ltd., London. The creative team consisted of Paul Knott and Tim Vance with Tim Riley as Creative Director. Tim Riley; J. Barton was Digital Doman supervisor. The idea was to combine media to make it difficult to distinguish real from virtual. The project used photogrammetry (mapping 3D shapes from 2D images). AMV is considered to be the UK’s most “creatively awarded agency,” according to The Gunn Report’s annual review collating information from major awards shows around the world. Sound design was by Factory.
A cookbook you can read and also cook won Best of Show in Brochure/Book. “The Real Cookbook,” developed by Kolle Rebbe GmbH, Hamburg, Germany, cooked up this book of 100 percent fresh pasta for Gerstenberg Publishing House. It even included information about cooking etched on inner pages of the pasta. “The Real Cookbook,” packaged as a classic lasagna dish, was delivered to business partners to promote Gerstenberg’s range of cookbooks. By adding a little sauce between the pages, sprinkling cheese on the top, and cooking the “book” at 200 degrees C, the recipients had a treat. The Kolle Rebbe team included Account Managers Gereon Klug and Inga Eickholt; Executive Creative Directors, Antje Hedde and Sascha Hanke; Creative Directors Hedde and Katrin Oeding and Art Directors Reginald Wagner and Hedde. Gereon Klug was Copywriter, Christine Knies Graphic Designer and Photographers were Jan Burwick and Christoph Himmel.
A pig flies to freedom in “Somewhere,” a campaign by Animals Australia that won Best of Show in Cinema/In-Flight. The film allows factory farmed animals to speak for a kinder world and has a “Babe” –like character to do it. FSM, Sydney, NSW, Australia, was the film and post-production company for the production, which features “Peanut,” a pig that escapes from a factory farm. The film took viewers to a real factory farm and asks viewers to “imagine a world without factory farming.” F FSM managing director is Rick Schweikert. FSM Creative Director Andreas Wanda said the project was ideal for the company’s animation and 3D capabilities.
“The Beauty of a Second,” a Leo Burnett Co. Srl, Milan, Italy, creation for Montblanc, won Best of Show in Direct. The work is a tribute to the 190th anniversary of the chronograph invention by Nicolas Rieussec. The luxury Montblanc chronograph is named the Rieussec Chronograph. Executive Creative Directors were Paolo Dematteis and Riccardo Robiglio. Copywriters were Francesco Simonetti and Markus Johansson. Web Creative Director was Paolo Boccardi and Web Designer was Marino Capitanio. Art Director was Andrč Gidoin. Barbara Valtolina was Account Manager.
“Adidas,” the Integrated Campaign that won Best of Show at Mobius Awards, used data visualization and video to reveal football (soccer) fans’ choices for the UEFA Finals, sponsored by Adidas. Heimat, Berlin, created the winning project that included giving fans in Munich a chance to select their favorite team. In the three nights leading up to the main match, 3D animations were projected on a building in the center of town to show standings and build excitement. The project involved computer graphics, app development, and live streaming. Projections & Coding and animation and VFX were by Minivegas, Amsterdam.
When Australians were invited to bring their own cup to collect a Slurpee, some selected large vessels, such as a five-gallon water jar. That was OK because the Best of Show in New Media, “BYO Cup Day” created by Leo Burnett Melbourne, Australia, was designed to change the “idea of a cup” for the 7-Eleven drink. Creative Director on the project was Jason Williams. Art Director was James Orr, and Copywriters were Andrew Woodhead, Elle Bullen and Eamonn Dixon. Arl Sztal and Tony Le were Account Executives while Julie Laycock represented 7-Eleven. Special Credits included Rodeo, Melbourne, for Digital/Social Build; Haystac, Melbourne, for public relations and OMD for media.
“Les Revenants,” a new series by CANAL+ tells the story of a town confronted with an inexplicable phenomenon: the return of some of the dead people who don't realize their situation and want to get back to their normal life. The BETC, Paris, promotion for this series won Best of Show in Online. The site allows a visitor to enter the city of Les Revenants, and experience the first mobile website in 360 degrees, discover the streets and places within the city by moving an iPhone or iPad around. The viewer’s challenge: Will you accept to die to enter the city where the dead come back?
Stéphane Xiberras was Chief Creative Officer; Ivan Beczkowski of BETC Digital, was Creative Director joined by Christophe Clapier, Creative Director and Art Director. Other Art directors were Clément Vidal, Hugo Thomas and Loris Cormoreche. Emmanuelle Labbé and Fanny Molins were Copywriters, and Laurent King, Director. Bollywood was the Production Company.
Noble Foods wanted to launch a new premium specialty egg brand called Posh Birds so it enlisted Springetts Brand Design Consultants Limited, London, to design the packaging. The resulting work won Best of Show in Package Design.
In addition to including information on the eggs' free-range and free-to-fly credentials, Posh I Birds packs carry information about the breed of bird behind the eggs and highlight usage occasions - the duck eggs are hailed as being “brilliant for breakfast,” while the quail eggs are touted as “sensational in salads.” Noble Foods Marketing Director Steve Horton worked with Springetts’ Creative Director Moyra Casey and Designer Jon Vallance on the project.
Quad Productions, Clichy, France, won Best of Show in Television for its visual effects in the short film it created on the history, values and artists scope of Maison Cartier, the French jewelry house. The film follows the iconic symbol of the brand, the panther, as he travels to St Petersburg in the snow, to China where he comes face-to-face with a golden dragon, to an Indian palace built upon an elephant’s back and filled with glittering animal jewelry, before leaping aboard the wings of and identical replica of the airplane built by Alberto Santos-Dumont, to showcase the classic Cartier Santos watch (first commissioned by the Brazilian aviation legend in 1904). The panther finally lands in Paris, the birthplace of Cartier, on Place Vendôme where he meets supermodel Shalom Harlow at the Grand Palais. The campaign includes a microsite, odyssee.cartier.com, where visitors can view the film, the jewelry and go behind-the-scenes with film production and music. Marcel Publicis WAM of Paris was the agency on the project.
Filming was shot by Director Bruno Aveillan, with Director of Photography Patrick Duroux and Producer Martin Coulais, and Production Manager Claudia Traeger. The dragon designer was Stephane Levallois. Graphic sequences featuring Russia and China were by François Peyranne. Editors were Coralie Rubio and Frederique Olszak; Sound was by Pierre Adenot; Digital District, Paris, did the post production, and music by Pierre Adenot was recorded at Abbey Road. The red dress worn by Shalom was custom-made by Chinese fashion designer Yiqing Yinwith.