Enlarge image for more information on Andes Beer's
'Teletransporter' campaign. |
WHAT THEY WERE: "Be Stupid," a
print-outdoor-web campaign, played off the idea that to be stupid
was to be daring and make mistakes and, frankly, live life much
more interestingly. The outdoor ads showed models living out the
philosophy. Andes Beer's work is a physical "transporter" that
traveled from bar to bar throughout the Mendoza region of
Argentina. It played off the idea that spending too much time at
bars often leads to the unraveling of men's relationships with
women. Guys could step into the noise-canceling "transporter" and
choose from a series of ambient sounds that make them sound as if
they're calling their significant others from anywhere other than a
pub.
JURY PRESIDENT: Tay Guan Hin, regional
executive creative director, JWT Asia.
BEHIND THE DELIBERATION: The two winners were
born out of the idea that in recent years ambient and digital out
of home ideas have overshadowed great, traditional world work. So
the jury considered them separately and chose two Grand Prix
winners. The traditional Diesel campaign built on a big brand idea,
while the "ambient" campaign illustrated how technology can be
brought into the real world to great effect.