Through New Year's Day, Creativity will be counting down 2013's best moves in brand creativity. Here are the moves that captured the No. 3 spots in film & video, print & design and integrated.
No. 3 in Film & Video: Geico's 'Hump Day'
Is there a commercial that forayed so deep into the public consciousness as Geico's "Hump Day" this year? Probably not, which is why this spot comes in at No. 3 in the Film category in our "Best of 2013" countdown. The Martin Agency released this execution of its "Happier Than" campaign on a Wednesday and then sat back and watched as it spawned legions of imitators (our favorite was Dirk Nowitzski) and even got itself banned from a middle school.
No. 3 in Print & Design: Peru University's water-creating billboard
And now, for something a little bit different. MayoPublicidad DraftFCB promoted Peru's University of Engineering and Technology engineering program with a billboard placed in the desert that turns humid air into potable water, in an effort to show the real world difference smart thinking makes. This comes in at No. 3 in our print and design category.
No. 3 in Integrated: TXTBKS for Smart Communications
This brilliant effort by DM9JaymeSyfu in the Philippines won that country its first-ever Grand Prix at Cannes. TXTBKS, a project created for Smart Communications.
In the Philippines, where most schools don't have access to tablets, e-readers or smartphones, many children are damaging their bodies by carrying heavy backpacks of textbooks to school. So telecom firm Smart, along with Manila agency DM9JameSyfu developed a system that used the only technology the kids did have access to old fashioned analog cellphones used for texting.
In collaboration with textbook companies, books were condensed into 160 character text messages. Then, Smart programmed these texts into thousands of inactive surplus SIM cards. The SIM cards were packed into "smart" slimline textbooks for kids to take home, turning their old mobiles into e-readers and making backpacks fifty per cent lighter. The brand is now planning a rollout across the entire country.