19th International Advertising Festival of New Europe
Winners of Single Channel, Groups A-N and Virtuoso Awards
Today, 4 October 2012, at 20.30 (GMT+1) at the Single Channel Awards Ceremony the Golden Drum’s Single Channel Jury announced the first winners of this festival. A total of 38 Silver Drums, 23 Golden Drums and 9 Grand Prix Awards were presented to the best works entered this year.
Single Channel Jury was lead by its president Pawel Heinze with the help of Aljoša Bagola, Martin Dimitrov, Lajos Horváth, Jean-Paul Lefebvre, Róbert Slovák, Tereza Sverakova, Alistair Thompson, Juan Pablo Valencia, Folker Wrage and Shahir Zag.
At the press conference, Pawel Heinze, President of the Single Channel Jury, complemented the works, entered this year and pointed out the importance of shortlists and Golden Drum Awards. As Pawel sees it, shortlisted entries can be those that can become winners at local festivals and shows plus have the potential to be recognized at international shows. The Silver and Golden Drum winners are those that are sure winners at national festivals and Grand Prix awards are those that really stand out in the crowd. Pawel is really glad that the Jury had a great selection of entries to choose from this year, where real works and real brands connected with creativity. Further it was said that Entrants are starting to see the logic behind the new competition structure, introduced at the Golden Drum last year and that the two new competition groups: Mobile and Mobile campaigns, received a nice number of entries this year that the organizers expect to grow significantly in the years to come. The Jury agreed also that independent agencies have surprised everyone this year with entries that collected a lot of awards and thus shown great potential in besting even the big agency networks. The race for the new Tartini Award for the best independent agency of the year, awarded on the last day of the Golden Drum Festival, will be very interesting indeed.
Representatives of the 19th Golden Drum Festival, Golden Drum Competition Council and President of the Single Channel Jury have decided to disqualify the shortlisted entries from Ogilvy&Mather Hungary in groups B. Print and C. Outdoor as they have received a written statement from the representatives of the Hungarian national creative festival Arany Penge that the works in question (B25001G12, B25003G12, C39001G12, C39002G12 and C39003G12) have been identified as scam ads, the reason being the questionable media support behind the works, which is a clear breach of Eligibility & Conditions of the Golden Drum Competition.
Program Highlights
Freedom and Responsibility of Independent Agencies
Morning session was a mosaic of story by individuals who left constrains of the traditional agencies behind and started their own. Andrey Gubaydullin’ Voskhod is among the top ten Russian creative agencies and currently holds the highest rank. His secret was observing people and offering solutions for their real life, he said. Yekaterinburg where he is from has many problems, such as big holes on roads, and politicians with sweet mouth. Their agency draw pictures of politicians’ faces over that hole. The next morning media was full with these photos. Politicians sent street workers to cover their ‘shame’ with fresh paint, but hidden camera recorded that and put online. 24 hours later the holes wire finally repaired. That was a campaign for a website ura.ru and a proof that Gubaydullin believes that advertising can truly change life. Not being from the capital is not a problem, since he believes that ideas live in bright heads not in big cities. And if we want to change the world, we have to change our village first.
Lajos Horváth found out that the usual agency models are still from the 1950’s and that agencies are among most conservative companies. He wanted to change that by his own agency, Cluso. His clients talk to creative directly, just like a person, who wants to have a house, talks to the architect directly. The first two years the operated from cafés, and moved to their own premises recently. The cancels long, inefficient meetings and divorced the clients that loved them. Actually, they dismissed more clients than accepted. Still – or maybe just because of that – they are very successful on market. He feels that money follows passion. And that advertising is desperate for more entrepreneurial spirit.
Jean-Paul Lefebvre has been in the sphere of advertising already for 20 years, but he opened his own agency, Abracadabra Belgium, 2 years ago. He says he was never happier and freer in his entire life. Namely, he stands for simplicity, but that takes a lot of work and time, and only now he has both.
Juraj Vaculik started his adverting career in 1992 and soon after opened his own studio, now agency MADE by Vaculik, Slovakia. On his way he found out that the agency with 12 employees can win the monopoly mobile provider, that is can also survives his leaving after, only to get a bigger account, and that it is capable of working for the Chinese market, too. He believes this is all possible through understanding clients’ business and working with right people.
New Challenges for Advertising Network
The other half of the day was dedicated to Creative Academies. Stage was taken by high representatives of major global advertising network that operates successful in the Golden Drum region: TBWA, Leo Burnett, Ogilvy and Grey.
Ulrich Proeschel,Vice-President Business Development, TBWA\Europe illustrated the point that everything a brand does influences the perception about it. So everything should be creative and innovative. Ilkay Gurpinar, Executive Creative Director TBWA\Istanbul introduced the terms Brand Belief and Brand Behaviour: brand need to have energy to motivate its user, and ways to realise that. She encouraged the creative to do stupid things as well not to lose their playful nature. Her colleague, Toygun Yilmazer, Strategic Planner, added to transform the whole process of advertising work into a creative one: from the initial research until the final presentation. Agency and client should cooperate as much as possible, since the inspiration is among the consumers.
Eastern Europe was thought advertising at a time where outrageous claims were legitimate. Meanwhile, new media have made the world transparent, and brands must come back to the roots: to talk about things that they are truly capable of. To transform words into reality – since this is the only thing that consumers care about. Adam Nowakovski, Head of Strategy, Leo Burnett Poland believes that advertisers should change their language. Namely, neurological researches show that thinking is the consequence of language and not vice versa. His other advice would be for advertisers to impress not persuade.
Grey representatives talked about decline of companies (such as Kodak, Blockbuster and music industry); dead because of the new technology they were not capable following. Jon Williams, Executive Creative Director & Chief Digital Officer, Grey EMEA, suggested making virtual teams (of creative, planners, accounts) within the whole network and not having separate offices in xy countries. Speakers also shared an opinion that the East European approach to advertising might be truly helpful. Lars Samuelsen, Strategic Director and Head of Digital at Uncle Grey, Copenhagen, sees a reason for it in hunger, urgency that is present in this territory, while people in the West became rigid in their work and agency structures, distanced from reality. Dmiry Voskresensky, Digital Strategic Planner, Grey Moscow, agreed with it: in his country they are much more agile, proactive and responsive. Russian digital market has a 45 % yearly growth and lots of start-ups. It’s because here people are used to work in uncertainty, claimed Alemsah Ozturk, Chief Happiness Officer and Founder, 41? 29! His Hungarian colleague, Mihaly Varga, Head of International Relations, CamationGroup, suggested for agencies to create their own products, such as their Totoya, ‘appcessory’ (application + accessory).
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19th Golden Drum winners in groups A-N and Virtuoso Awards
A – Film
Grand Prix
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
A16006G12 |
Blood Relations |
BAUMANN BER RIVNAY SAATCHI & SAATCHI |
ISRAEL |
Golden Drum
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
A16006G12 |
Blood Relations |
BAUMANN BER RIVNAY SAATCHI & SAATCHI |
ISRAEL |
|
A11004G12 |
Life is short |
MCCANN ERICKSON ISRAEL |
ISRAEL |
|
A14020G12 |
The Hand |
McCANN ERICKSON ATHENS |
GREECE |
Silver Drum
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
A06001G12 |
Silence |
LAHTINEN & MANTERE SAATCHI & SAATCHI |
FINLAND |
|
A06003G12 |
Fuel |
||
|
A06004G12 |
Reliability |
||
|
A09002G12 |
Prom.ua Tea Party |
SCHOLZ & FRIENDS KYIV |
UKRAINE |
|
A10009G12 |
Megafon 4G |
INSTINCT |
RUSSIA |
|
A14018G12 |
Balloon |
LOWE GGK WERBEAGENTUR GESMBH |
AUSTRIA |
Shortlist
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
A01008G12 |
Got it! |
VOSKHOD |
RUSSIA |
|
A02013G12 |
Budweiser Budvar NO |
KASPEN / JUNG V. MATT |
CZECH REPUBLIC |
|
A02015G12 |
Coca-Cola Colors of Football |
MCCANN ISTANBUL |
TURKEY |
|
A03006G12 |
Raccoon |
BBDO RUSSIA GROUP |
RUSSIA |
|
A05006G12 |
Doctor |
E:MG |
RUSSIA |
|
A08007G12 |
Movies without disruptions |
KINO PASAKA |
LITHUANIA |
|
A08010G12 |
You are not on target |
NEXT ADVERTISING SRL |
ROMANIA |
|
A08011G12 |
Must die for it |
MADE BY VACULIK, S.R.O. |
SLOVAK REPUBLIC |
|
A09003G12 |
Prom.ua Hockey Player |
SCHOLZ & FRIENDS KYIV |
UKRAINE |
|
A09004G12 |
Prom.ua Lover |
||
|
A09005G12 |
Nail |
BBDO RUSSIA GROUP |
RUSSIA |
|
A10013G12 |
Father |
ADVENTA LOWE |
UKRAINE |
|
A13001G12 |
Talking Books |
PUBLICIS YORUM |
TURKEY |
|
A14008G12 |
Save Rosia Montana – Dragos Bucur |
PAPAYA ADVERTISING SRL |
ROMANIA |
|
A14024G12 |
Every road sign is a someone’s life |
STREETART |
RUSSIA |
|
A14026G12 |
Accomodation offers |
CAFÉ CREATIVE KFT. |
HUNGARY |
|
A14027G12 |
My Name is Szabó Kinga |
CAFÉ CREATIVE KFT. |
HUNGARY |
|
A16001G12 |
Office games |
OGILVY&MATHER HUNGARY |
HUNGARY |
|
A16017G12 |
Well crafted world of Kozel |
EURO RSCG PRAGUE |
CZECH REPUBLIC |
|
A16018G12 |
Beeline World Music Mix |
MFIVE CREATIVE GROUP |
RUSSIA |
B – Press
Grand Prix
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
B31021G12 |
Obama Clinton |
MEMAC OGILVY |
LEBANON |
|
B31022G12 |
Cameron |
||
|
B31023G12 |
Putin |
Golden Drum
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
B31021G12 |
Obama Clinton |
MEMAC OGILVY |
LEBANON |
|
B31022G12 |
Cameron |
||
|
B31023G12 |
Putin |
||
|
B18007G12 |
Fisherman’s Tales |
BBDO RUSSIA GROUP |
RUSSIA |
|
B22003G12 |
Bike Accident |
YOUNG & RUBICAM PRAHA |
CZECH REPUBLIC |
Silver Drum
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
B18020G12 |
Meadow |
LEO BURNETT RUSSIA |
RUSSIA |
|
B22001G12 |
Gagarin |
SAATCHI&SAATCHI UKRAINE |
UKRAINE |
|
B25004G12 |
Beach |
YOUNG & RUBICAM PRAHA |
CZECH REPUBLIC |
|
B25005G12 |
Forest |
||
|
B25006G12 |
Mountain |
|
B25017G12 |
Suprise Your Good Old Friends – Soldier |
LEO BURNETT – ISTANBUL |
TURKEY |
|
B25018G12 |
Suprise Your Good Old Friends – Pinocchio |
||
| B28001G12 | |||
|
Billboard |
BBDO RUSSIA GROUP |
RUSSIA |
|
|
B28002G12 |
Lego |
||
|
B28003G12 |
Guinness |
||
|
B28005G12 |
The Independent |
||
|
B28007G12 |
Playstation |
LEO BURNETT – ISTANBULTURKEY
Shortlist
** Entries have been disqualified as they were reported as scam ads
C – Outdoor
Grand Prix
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
C44006G12 |
Artful construction vehicles |
TBWA/ISTANBUL |
TURKEY |
Golden Drum
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
C35009G12 |
IKEA Fixed Prices |
TBWA/ISTANBUL |
TURKEY |
|
C39010G12 |
Beach |
YOUNG & RUBICAM PRAHA |
CZECH REPUBLIC |
|
C39011G12 |
Forest |
||
|
C39012G12 |
Mountain |
||
|
C40034G12 |
Hamburger Timetable |
DDB WARSZAWA SP. Z O.O. |
POLAND |
|
C44006G12 |
Artful construction vehicles |
TBWA/ISTANBUL |
TURKEY |
Silver Drum
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
C32003G12 |
Fisherman’s Tales |
BBDO RUSSIA GROUP |
RUSSIA |
|
C34005G12 |
Blouse |
EURO RSCG WARSAW |
POLAND |
|
C36001G12 |
Bike Accident |
YOUNG & RUBICAM PRAHA |
CZECH REPUBLIC |
|
C39034G12 |
Suprise Your Good Old Friends – Soldier |
LEO BURNETT – ISTANBUL |
TURKEY |
|
C39035G12 |
Suprise Your Good Old Friends – Pinocchio |
Shortlist
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
C32012G12 |
Butcher |
LEO BURNETT RUSSIA |
RUSSIA |
|
C32013G12 |
Meadow |
||
|
C32014G12 |
Magician |
||
|
C32015G12 |
Insects |
||
|
C32016G12 |
Reindeer |
||
|
C32017G12 |
Shark |
||
|
C32018G12 |
Lumberjack is back! |
DDB WARSZAWA SP. Z O.O. |
POLAND |
|
C33005G12 |
The printing of the Bible |
MARK/BBDO PRAGUE |
CZECH REPUBLIC |
|
C33006G12 |
The celebration of Svatnovit |
||
|
C34002G12 |
Pattex inner cinema, dancers |
DDB TRIBAL GROUP |
AUSTRIA |
|
C34004G12 |
Pickup Sticks – Pink Shirt |
EURO RSCG ISRAEL |
ISRAEL |
|
C35002G12 |
Construction Site |
BBDO RUSSIA GROUP |
RUSSIA |
|
C35003G12 |
9th of May Parade |
||
|
C36002G12 |
Roller Skating Accident |
YOUNG & RUBICAM PRAHA |
CZECH REPUBLIC |
|
C36003G12 |
Running Accident |
||
|
C37018G12 |
Audi A6 Allroad Cockpit |
NOBLE GRAPHICS |
BULGARIA |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
C39029G12 |
Bird Houses |
EURO RSCG PRAGUE |
CZECH REPUBLIC |
|
C39042G12 |
Tweetpositive |
DDB BUDAPEST |
HUNGARY |
|
C40013G12 |
McCafé Catapult |
DDB TRIBAL GROUP |
AUSTRIA |
|
C40031G12 |
Chopsticks Dragon |
VOSKHOD |
RUSSIA |
|
C42002G12 |
Make the politicians work! |
VOSKHOD |
RUSSIA |
|
C45007G12 |
Polar Bear |
BBDO RUSSIA GROUP |
RUSSIA |
|
C45008G12 |
Whale |
||
|
C45009G12 |
Sea Lion |
||
|
C45032G12 |
Himaya "Break the Silence / A Predator in the Park" |
LEO BURNETT BEIRUT |
LEBANON |
*** Entries have been disqualified as they were reported as scam ads
D – Radio
Grand Prix
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
D55001G12 |
Bomb |
DEMNER, MERLICEK & BERGMANN WERBEGESELLSCHAFT MBH |
AUSTRIA |
Golden Drum
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
D55001G12 |
Bomb |
DEMNER, MERLICEK & BERGMANN WERBEGESELLSCHAFT MBH |
AUSTRIA |
|
D55002G12 |
Prison |
DEMNER, MERLICEK & BERGMANN WERBEGESELLSCHAFT MBH |
AUSTRIA |
Silver Drum
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
D50007G12 |
Sneakers Song |
G2 UKRAINE |
UKRAINE |
|
D46003G12 |
Alarm Clocks |
DDB WARSZAWA SP. Z O.O. |
POLAND |
|
D51003G12 |
MOTIVATIONAL GPS / BRAVEHEART |
SAATCHI & SAATCHI SRL |
ROMANIA |
Shortlist
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
D46001G12 |
Che Guevara |
PRISTOP D.O.O. |
SLOVENIA |
|
D46002G12 |
Rolling Stones |
||
|
D51002G12 |
MOTIVATIONAL GPS / 300 |
SAATCHI & SAATCHI SRL |
ROMANIA |
|
D51004G12 |
MOTIVATIONAL GPS / GLADIATOR |
||
|
D58001G12 |
Don’t drink and drive |
LEAGAS DELANEY PRAHA S.R.O. |
CZECH REPUBLIC |
E – Direct communication
Grand Prix
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
E65001G12 |
"Fisherman" rubber boots |
GOOD MEDIA |
KAZAKHSTAN |
Golden Drum
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
E65001G12 |
"Fisherman" rubber boots |
GOOD MEDIA |
KAZAKHSTAN |
|
E64006G12 |
Bzzz premium |
BACKBONE CREATIVE |
ARMENIA |
|
E65008G12 |
The Vintage Edition |
OGILVY & MATHER GMBH |
AUSTRIA |
Silver Drum
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
E61007G12 |
Put Them In Our Shoes |
LOWE ADVENTA (MOSCOW) |
RUSSIA |
Shortlist
*E65009G12 Erection Blister – entry was moved from E65 to E64
F – Design of Brand & Corporate Identity
Grand Prix
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
F66017G12 |
The Stationary |
TBWA/ISTANBUL |
TURKEY |
Golden Drum
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
F66017G12 |
The Stationary |
TBWA/ISTANBUL |
TURKEY |
Silver Drum
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
F66021G12 |
Corporate Identity |
LEAGAS DELANEY PRAHA S.R.O. |
CZECH REPUBLIC |
|
F68003G12* |
Calendars Of Empathy |
LEO BURNETT SP. Z O.O. |
POLAND |
|
F68009G12 |
Ruler that measures time |
GREY LJUBLJANA D.O.O. |
SLOVENIA |
|
F69003G12 |
Set for adults |
GREY WORLDWIDE WARSZAWA SP. Z O.O. |
POLAND |
Shortlist
* F68003G12 Calendars Of Empathy – entry was moved from F68 to F69.
G – Digital
Grand Prix
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
G71027G12 |
Romanians are smart |
BV MCCANN ERICKSON ROMANIA SRL |
ROMANIA |
Golden Drum
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
G71027G12 |
Romanians are smart |
BV MCCANN ERICKSON ROMANIA SRL |
ROMANIA |
|
G70005G12 |
Free a Tree |
LEO BURNETT RUSSIA |
RUSSIA |
|
G71033G12 |
No Rights, No Women |
LEO BURNETT BEIRUT |
LEBANON |
|
G74012G12 |
Cheer from your heart! |
DDB BUDAPEST |
HUNGARY |
Silver Drum
Shortlist
*A16019G12 What Is There in The Darkroom? – entry was moved from A16 to G74
G71023G12 Look For a Font. Find a job. – entry was moved from G71 to G72
H – Mobile
Grand Prix
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
H005G12 |
Parking Douche |
LOOK AT MEDIA |
RUSSIA |
Golden Drum
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
H005G12 |
Parking Douche |
LOOK AT MEDIA |
RUSSIA |
Silver Drum
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
H002G12 |
Jeep In |
LEO BURNETT SP. Z O.O. |
POLAND |
|
H013G12 |
Free a Tree |
LEO BURNETT RUSSIA |
RUSSIA |
Shortlist
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
H006G12 |
Vrancea Earthquake Alert |
APP&GO MOBILE |
ROMANIA |
|
H015G12 |
Austrian red.guide App |
WUNDERMAN PXP |
AUSTRIA |
|
H021G12 |
Opticana Eyewear: The Pinch Banner |
MCCANN ERICKSON ISRAEL |
ISRAEL |
N – New or innovative
Grand Prix
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
N068G12 |
Cheer from your heart! |
DDB BUDAPEST |
HUNGARY |
Golden Drum
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
N068G12 |
Cheer from your heart! |
DDB BUDAPEST |
HUNGARY |
|
N060G12 |
Hamburger Timetable |
DDB WARSZAWA SP. Z O.O. |
POLAND |
Silver Drum
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
|
N005G12 |
Drugs Set Your Timeline |
MCCANN ERICKSON ISRAEL |
ISRAEL |
|
N010G12 |
Captcha |
LEO BURNETT SP. Z O.O. |
POLAND |
|
N018G12 |
Blouse |
EURO RSCG WARSAW |
POLAND |
|
N033G12 |
Parking Douche |
LOOK AT MEDIA |
RUSSIA |
Shortlist
VIRTUOSO AWARDS
Best Cinematography for director of photography of the best film clip
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
DIRECTOR OF PHOTOGRAPHY |
|
A14020G12 |
The Hand |
McCANN ERICKSON ATHENS |
GREECE |
Christos Karamanis |
Best Illustration for author of best illustration
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
ILLUSTRATOR |
|
E65008G12 |
The Vintage Edition |
OGILVY & MATHER GMBH |
AUSTRIA |
Christian Bircher |
Best Photography for author of best photography
|
ENTRY CODE |
ENTRY TITLE |
ENTRANT NAME |
COUNTRY |
PHOTOGRAPHER |
|
B18007G12 |
Fisherman’s Tales |
BBDO RUSSIA GROUP |
RUSSIA |
Ale Burset |
