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Creativity Best of 2012: A Classic Fairy Tale Made New

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Until the new year, Creativity will be counting down 2012's best moves in brand creativity.

Coming in at No. 4 in the TV category is one of this year's best commercials, the wonderfully filmed effort by The Guardian and BBH London, "Three Little Pigs." The newspaper's first major brand positioning spot in 25 years highlighted its celebrated "Open Journalism" approach by presenting a well-known fairy tale, The Three Little Pigs, in a completely new way. The ad could be seen as a contemporary twist on The Guardian's last brand positioning spot from 1986, "Points of View."

Our No. 4 spot in the integrated/interactive category goes to Canada's Hospital for Sick Children, which pioneered an innovative way to change the way sick kids record their pain. Figuring out what kind of pain the patient is in is an important step in the treatment process. But after chemotherapy and radiation treatments, kids are too tired to keep a detailed pain journal.

The Pain Squad mobile app by agency Cundari makes the process easy and kid-friendly. Kids were given iPhones with the app, which recruits kids into a 'pain squad' -- a special force dedicated to hunting down pain. It lets the kids enter in what hurt, when, and which medications seemed to be working.

And our No. 4 spot the print and design category goes to Coke, which teamed with Jonathan Mak, the Hong Kong student who shot to fame when he created a beautiful, widely shared tribute to Apple founder Steve Jobs. Along with Mak, agency Ogilvy China freshened up the company's "Open Happiness" campaign with this ad, which shows two hands sharing a Coke, but is abstract enough to be considered just a lovely piece of design.

Follow the Best of 2012 Countdown and see more of the top creative brand ideas at Creativity -online.com.

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