Company: Memac Ogilvy Label Brand: C.S Hammam-Lif Project: Mobilizing the 12th Man
For security reasons, the Tunisian government banned spectators from professional football league games. To continue the support for the C.S Hammam-Lif team’s most important game, the app asked fans to tap different sound icons on their smartphones while watching the game live on TV. The taps were translated into the corresponding sounds played by 40 speakers in the stadium. The app was advertised prior to the game, resulting in 93,100 participating fans and 1.2 million others watching the game. The team won the game.
The main piece of Ortovox’s latest safety campaign is an interactive landing page offering eight emotional video tutorials produced with pro athletes as well as several interactive avalanche safety tools. The website provides crucial knowledge about snow safety and avalanche awareness. The campaign also includes print ads, videos ads, classical banners, newsletters and a Facebook competition. Ortovox’s well-made and exemplary commitment has the potential to reduce the amount of avalanche accidents.
Gold Winner - Mobile App
Company: adidas AG Brand: adidas miCoach Project: miCoach multi-sport
The miCoach multi-sport app, coupled with the miCoach SPEED_CELL™ and X_CELL™ hardware, visualizes every minute of your game and profiles your performance. The sports-monitoring app is available on iOS, Android and Windows smartphones, offering a complete training system for everyone to track but also to improve the performances in several sports. The app is accompanied by the web platform miCoach.com that saves and compares the data and offers trainings plans and other services.
Gold Winner - Event
Company: R/GA London Brand: Nike Project: Nike+ FuelFest
To kick off the 2012 Olympic Games in London, NIKE created an event called NIKE+ FUELFEST demonstrating the power of NIKE Fuel, a common, universal metric for every active person. The concept includes the NIKE FuelBand, a device that tracks the daily activity, converts it into the Fuel metric and shares it online with the community. R/GA London worked with Nike to put on the FuelFest in Battersea Power Station, which attracted 4,000 active party guests. The participants’ generated points were translated into live visualizations during the event.
Gold Winner - Film
Company: Grain Media Brand: Burn energy drink Project: Burn presents: We Ride - The Story of Snowboarding
Taking viewers on a journey spanning over four decades, We Ride captures the dynamic evolution of the snowboarding industry and the significance of the wider cultural forces of music, fashion and technology. The film tells the story in a fresh and innovative way and is just as dynamic as its content. Interviews with the biggest names in snowboarding, never before seen footage and rare archive material make this film a unique, cultural experience.
With its patented Closed-Loop-Recycling-System, PYUA’s ECOrrect outerwear can be fully recycled, drastically reducing energy consumption and CO2 emissions and minimizing its ecological footprint. The campaign creates a distinction from conventional winter ski campaigns and emphasizes the ECOrrect approach by showing the jacket being fully integrated into a healthy leaf. The rotating image of the jacket and claim refer to the recycling loop. The design caters to the environmentally conscious consumer.
Gold Winner - Photo
Company: BEN THOUARD Brand: benthouard.com Project: The Watershot
It took photographer Ben Thouard a week to wait for the right conditions and finally take the Watershot, a unique fisheye picture of SUP athlete Sean Poynter riding a barrel at Teahupoo, Tahiti. Thouard swam for hours in three-meter waves in order to get the kind of vision that shows Poynter at his best. The photographer used a Canon EOS 1DX with a fish eye lens and an Aquatech waterhousing, not to forget a pair of fins.