Epica Awards

WINNERS 2006

INTERACTIVE

Cat 36 - Integrated Campaigns

INTERACTIVE
6518	CH	Spillmann/Felser/Leo Burnett	Mammut Sports Group, "Mary Woodbridge	GOLD





		Based on the idea that “equipment this good can cause loss of common sense,” outdoor brand Mammut invented 85-year-old British lady Mary Woodbridge, who bought a Mammut jacket and suddenly decided she was going to climb Mount Everest. She documented her crazy plans on her website, www.mary-woodbridge.co.uk, and over 250 media outlets worldwide ran with the ball. In March, Mammut then began using Mary Woodbridge in print ads, brochures, on the internet and at points of sale as an example of how equipment this good can cause loss of common sense.

		Creative Director(s): Martin Spillmann / Peter Brönnimann
		Copywriter(s): Peter Brönnimann
		Art Director(s): Raul Serrat
		Other(s): Production Company - Plan B Films

FINALISTS 2006

INTERACTIVE

Cat 36 - Integrated Campaigns

INTERACTIVE
40	DE	Tribal DDB Germany	Volkswagen Fox, "Short But Fun"	SILVER



		The challenge was to enrapture a very young target group with the new VW Fox. In order to do so takes bravery and originality. Take six funny cartoons that reduce film classics to 30 seconds. Give them the claim “Short but fun – The Fox”. Put them online. Run them for one weekend only on music stations MTV and VIVA, with a URL. And watch the viral machine go to work.

		Creative Director(s): Martin Drust, Hartmut Kozok, Eric Schöffler, Tim Jacobs
		Copywriter(s): Katja Behnke, Sandra Illes
		Art Director(s): Jörg Meyer, Karin Schmidt, Christian Brenner, Daniel Könnecke, Sabrina Schumacher
		Other(s): Jennifer Shiman


1281	SE	Forsman & Bodenfors	Systembolaget, "Dear Mr B"	BRONZE



		Swedish anti-alcohol body Systembolaget believes alcohol problems in the country have been reduced thanks to its monopoly system. In order to encourage other European countries to do the same, it created a special web film aimed specifically at European Commission President José Manuel Barroso. To draw his attention to it, he was sent a letter and ads were placed in newspapers like the Financial Times. The online film asked why, when alcohol is clearly dangerous, it is treated like any other commodity – rhubarb, for example. Systembolaget leavened their message with plenty of humour to avoid seeming like killjoys.

		Creative Director(s): Interactive Creative Director: Martin Cedergren/Director: Tomas Alfredsson
		Copywriter(s): Johan Olivero, Anna Qvennerstedt
		Art Director(s): Joakim Blondell
		Photographer(s): Henrik Gyllenskiöld, Göran Hallberg
		Designer(s): Lotta Dolling
		Other(s): Production Company: EFTI, B-Reel/Producer: Charlotte Most, Carl Molinder, Lena Von Der Burg/Account Supervisor: Hans Andersson, Maria Hallenborg/Account Executive: Yara Anttila/Advertisers Supervisor: Per Bergkrantz


1323	SE	Forsman & Bodenfors	Statoil, "Unattended Petrol Stations"	BRONZE



		In Sweden there are a large number of unmanned petrol stations on the outskirts of cities. They are usually desolate, but as they don’t have to employ staff they can offer much lower prices than full service stations like Statoil. The new Statoil loyalty card changes the situation by offering great prices and full service. In order to demonstrate this, Statoil created viral ads showing the frightening things happening to people at unmanned stations. Chainsaw-wielding bunnies, wild dogs, serial killers and mad bikers were all on offer. At Statoil you’ll be properly looked after, for the same price.

		Creative Director(s): Interactive Creative Director: Jonas Sjövall
		Copywriter(s): Jonas Enghage
		Art Director(s): Kim Cramer
		Designer(s): Karin Nolmark
		Other(s): Account Supervisor: Greger Andersson, Stefan Rudels/Account Executive: Cristiana Schmoldt/Production Co: B-Reel/Web Producer: Martin Sandberg


2725	NL	Agency.com Amsterdam	Heineken Experience Amsterdam, "The Secret H-sign"	BRONZE



		The concept revolved around The Heineken Experience, a museum-style attraction at the original Heineken brewery in Amsterdam. The brand and its agency came up with a secret “h-sign”. When visitors make this freemason-style gesture at the reception of The Heineken Experience, they gain the right to taste a special beer. The rumour was spread with an “internal” email that “accidentally” ended up in the mailbox of 45,000 newsletter subscribers. It was followed up by a hasty denial. But by then the story had been picked up by bloggers worldwide. Pretty soon, people started turning up at the Heineken Experience and making the h-sign…

		Creative Director(s): Kay Hofmeester
		Copywriter(s): Alain Dujardin
		Art Director(s): Jaz Lim
		Photographer(s): -
		Illustrator(s): -
		Designer(s): Kiril Nachev
		Other(s): Allard Schipper, Lindsay Grey


3742	BE	i-merge	i-merge, "Hamstercam"	BRONZE



		On December 24 i-merge clients and prospects received an email telling them a new agency employee had made them a Christmas card. The mail directed them to a microsite where they were introduced to Freddy the Hamster. The “Hamstercam” showed a “live” video of Freddy sleeping. To view their personal Christmas card, visitors had to send a text message saying “Wake up Freddy”.

		Creative Director(s): Vincent Jansen
		Copywriter(s): Peter Vijgen
		Art Director(s): Petra Sell


4008	NL	LEMZ	The Axe Shower Range, "Do You Have a Confession to Make?"	BRONZE



		The use of Axe may encourage sinful behaviour. To promote Axe shower gel – which helps dirty boys get clean – young men were encouraged to confess their sins via a website or a telephone number. They were encouraged by a 15-second TV spot featuring a mysterious woman who urged them to reveal their dirty secrets. The confessions flooded in and awareness of Axe shower gel soared.

		Creative Director(s): Remco Marinus, Peter de Lange
		Copywriter(s): Ilona van de Laarschot
		Art Director(s): Carianne van Raak
		Photographer(s): Arjen Went
		Designer(s): Fleur van Maarschalkerwaart
		Other(s): Strategy: Mark Woerde, Account: Jack Gnodde, Director: Daan Noppen, Production Company: Gr8 Films Amsterdam , Interactive production company: Us media, Amsterdam


5779	DE	DDB Germany	Volkswagen Fox, "Short But Fun"	SILVER



		Creative Director(s): Jennifer Shiman, Amir Kassaei, Eric Schoeffler, Tim Jacobs, Hartmut Kozok, Martin Drust
		Copywriter(s): Tim Jacobs, Sandra Illes, Katja Behnke
		Art Director(s): Jennifer Shiman, Christian Brenner, Karin Schmidt
		Other(s): Account Director: Bettina Nolden, Julia Tschiersch; Agency Producer: Marion Lange; Production Co: Angry Alien Productions / VCC Perfect Pictures Düsseldorf; Producer: James Strader; Director: Jennifer Shiman; Editor: Jennifer Shiman; Music Co: Studio Fu


5963	SE	Åkestam Holst	Pause Ljud & Bild, "Unusually Thin TV-Sets"	BRONZE



		The agency used a series of media supports to promote the extraordinarily thin TV sets stocked by cutting edge electronic retailer Pause. Bookmarks, ultra-thin posters, a clever press ad and even gingerbread biscuits given away on the street all reinforced the slenderness of the TVs available at Pause.

		Copywriter(s): Mark Ardelius
		Art Director(s): Andreas Ullenius, Johan Landin
		Photographer(s): Philip Karlberg
		Illustrator(s): Torbjörn Krantz
		Other(s): Account Supervisor: Kenneth Adenskog, Advertiser's Supervisor: Fredrik Hjelmqvist