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This year was the first year Cannes recognized PR's role in getting a brand message across, so PR people just about creamed themselves getting here. Even Hill & Knowlton couldn't help but say something smug about it before passing the mic to Biz Stone this afternoon.
Yeah, you guys are in the door, woo woo.
We're not gonna sit out and type the full list of trophy bait; that's what the Cannes Lions awards subsite is for. But here are the Grand Prix winners in all three categories, and a few nice PR Lion winners, too.
For PROMO: "Yubari" for Yubari Resort (Japan), by Beacon Communications/Tokyo.
I didn't really understand the beauty of this campaign until it was explained to me in full. Apparently Yubari used to be a miner town, and when the mines closed and all the miners left, the city was hurting for cash.
Beacon was enlisted to address the problem. In its research of Yubari it discovered something compelling: that its inhabitants do not divorce. Ever. For whatever reason, probably having to do with that it was damn-near deserted, marriages there maintain a 100% success rate.
Silver bullet in tow, Beacon immediately positioned Yubari as the place to insure your happily ever after. The campaign was ridiculously successful in the first year, with newlyweds angling from far and wide to visit. And that's how a small minor town became Japan's City of Love.
For DIRECT and PR: "Best Job in the World" for Tourism Queensland (Australia), by Cumminsnitro. Well-deserved -- this was truly ambitious work from an agency that was hardly on the radar before this year.
So there you have it. Now see below for some nice PR Lion notables.
Maybe it's our short attention span. Maybe it's our overly simplistic mind. Maybe it's our aversion to creative full of distracting hack job jumble cuts and irrelevant metaphors. Whatever it is, we had to watch these two DDB West-created, Epoch Films-produced Wells Fargo commercials a few times before we realized they touted the organization's online banking services and automatic savings programs.
Come one Epoch! You guys did that awesome JCPenney commercial. Granted you submitted it illegally to Cannes last year but still. Who got their hands on this Wells Fargo work? Your interns?
- Six Apart offers VideoEgg's scroll-proof Twig ad unit to bloggers.
- How not to be an idiot at PR as illustrated by an idiot doing his own PR.
- So yea, everyone loves Crispin Porter + Bogusky's work for Burger King. Great stuff, right? Wins lots of awards. All good, right? Well, no. From 2003, one year before Crispin took on the account, to 2008, the chain's market share fell to 14.2% from 15.6% while McDonald's grew from 43.6% to 46.8%. draw your own conclusions.
- Under Armour is out with its first football work this week. Its UA Create and UA Dominate boots hope to compete with Nike and Adidas premium boots.
First ad I saw upon entering the Palais. Where better than a sweltering, decadent vacation spot to remind us of the dire consequences of climate change?
Somewhat less depressing than the wrist slitter cause ad that appeared on BART trains during New Years Eve '06.
Throw open that beach towel, get a public service announcement: "You're probably not expecting to drown today." Not especially, no.
Other fun-tastic messages in ideal places include "You're probably not expecting to need a helmet today" and "Being run over while jaywalking only happens to other people."
And here are some highly depressing, but decidedly effective, TV spots. Sobering stuff for preventable.ca by Wasserman + Partners/Vancouver.
It's not as bad as it sounds. To encourage women to get regular Pap smears, and to promote its Cervical Cancer Screening Program, BC Cancer Agency partnered with Cineplex Odeon Theatres to air "Eye of the Cervix" in theatres.
Friendly enough ad. The curtain opens to reveal a pretty, congenial doctor. She asks if we're comfortable, does a quick swab and decisively says, "And we're done."
Closing lines bring it home: "It doesn't take long to prevent cervical cancer. Remember to have regular Pap tests."
We like it just fine, and it even made us feel productive, but here's where wanky boyfriends turn to their partners and go, "When was the last time you got checked?"
"V-Day" kicks off a new online video effort by Tampax that follows the story of Zack Johnson, a guy who woke up one morning to find he has a gaping vagina where his second head should be.
Don't know how it'll all pan out, but it promises to be occasionally funny in a banal teen angst kind of way. Follow the progression at Zack16.com, a site reminiscent of a teenage boy's notebook, complete with videos, a blog, Polaroid-styled images and a Twitter feed.
The tweets are kind of funny and appear to be getting progressively more emo. Apparently he's already had a period and now feels every guy should experience one.
Hear, hear. Although to be frank, marvelous breakthroughs in birth control make it so even real women don't have to endure random visits from Aunt Flo anymore.
Work by Leo Burnett/Chicago.
- Recapping Dos Equis' Most Interesting Man in the World.
- JWT could use Nestle copywriter.
- Lady Parts. Auto services.
- VW tweetnalysis.
- Disney, Asus partner on kiddie Netpal comps. (Via @FredCavazza.)
- UNIQLO calendar.
The cool thing about Stella Artois is that it maintains a semblance of flair without ever forgetting it's still just a beer.
"Pirate Paper Boat" takes place somewhere French Riviera-like. A woman fails in her attempts to flag down a waiter for a Stella Artois Legere; an entirely-too-suave dude, separated from her by the breadth of a fountain, witnesses her distress and sends her his Stella in a paper boat.
It'd be a charming little piece if the ad stopped there. But it doesn't. They call it "Pirate Paper Boat" for a reason!*
Heh, this is highLARity. For Sustrans, which campaigns for sustainable transport in the UK by promoting a bike-or-walk commute, Rubber Republic launched Elejumper.
The object of the advergame is to build enough steam for the elephant to slide onto a ramp with sufficient momentum to get himself to work. Probably the best part about it is you can hit space bar mid-flight to flap his ears, and if you flap them while he's on the ground he kind of just lays there, thumping pathetically. Oh how we LOLed.
The game's objective is to promote Sustrans' Change Your World 2009 challenge, where, for the week beginning June 29th, people are invited to swap their cars out for more earth-friendly transport. If all car users do it for just one day, traffic is expected to go down 20% that week.
Pledge your support at the Change Your World site or at the end of the game.