A01. Beverages (non-alcoholic & alcoholic)

The Shortlist
CAMPAIGN
Beyond the Wall
AGENCY
Colenso BBDO/Proximity New Zealand
CLIENT
Frucor Beverages
BRAND
Mountain Dew
DETAILS
CAMPAIGN SUMMARY
The Impossible Reach. Every street artist on the planet aspires to it. Getting their tag, their art, where people will look at it and say “how on earth did he get it there?”. To the street-artists it’s addictive, and to the on-lookers it’s exciting.
Mountain Dew in New Zealand has a single-minded ambition: to help its drinkers take their passion to the next level. In 2012 we enabled anyone with a passion for street-art to do just that.
Teaming with infamous graffiti artist Haser and a team of tech experts we used cutting edge motion-capture technology to bring graffiti to life in 3D.
Then, recreating an online version of the motion capture technology we invited fans to push their own pieces to the next level and encouraged them to take it to the streets of the world with Google Street View.
Finally, we travelled the length and breadth of the country making sure our fans and their friends had the opportunity to engage with us in the real world, set eyes on the 3D graffiti and sample the goods.The results were staggering:
• Brand health and engagement shot up
• A whopping 24% of our target market participated
• And most importantly in a declining market Mountain Dew grew 28%

OTHER CONTRIBUTING COMPANIES
8com, New Zealand
ToyBox, New Zealand

CREDITS OF PEOPLE
Nick Worthington, Creative Chairman, Colenso BBDO
Levi Slavin , Creative Director, Colenso BBDO
Tamryn Kerr, Art Director, Colenso BBDO
Rachael Walker, Copywriter, Colenso BBDO
Tim Ellis, Group Account Director, Colenso BBDO
Samantha Parsons, Account Director, Colenso BBDO
Maria Bjorkman , Account Manager, Colenso BBDO
Matthew Abbott, Account Manager, Colenso BBDO
Eileen Cosgrove-Moloney, Account Executive, Colenso BBDO
Andy McLeish, Head of Planning, Colenso BBDO
Hayley Pardoe, Planner, Colenso BBDO
Sheriden Derby, Agency Producer, Colenso BBDO
Jen Storey, Agency Producer, Colenso BBDO
Aisha Daji, Punga Marketing Director CSD's, Frucor Beverages LTD
Joanna Hollins, Senior Brand Manager, Frucor Beverages LTD
Ivan Barge , Producer (Production Company), 8com
Katie Millington, Producer (Production Company), 8com Andy Morton, Director, 8com Duncan Cole, DOP/Cinematographer, 8com Dan Kircher, Editor, 8com
Josh Fountain, Sound Design, Woodcut
Amanda Chambers, Animation - Executive Producer ,Assembly
Matt von Trott, Animation - Design Lead, Assembly
Rhys Dippie, Animation - 3D Supervisor, Assembly
Andrew Brown, Online Editor (Visual Effects), ToyBox
Dan Wright, Digital Creative/Art Director , Colenso BBDO
Paul Headington, Technical Director, Colenso BBDO
Josh Yee, Digital Designer, Colenso BBDO
Craig Thompson, Digital Designer, Colenso BBDO
James McMullan, Digital Producer, Colenso BBDO
Paul Sanderson, Digital Developer, Fugitive
Greg Forsyth, Producer, Fugitive
Mathew Tizard, Creative technologist
Kairau Bradley, Artist
Andy Jacobs, 3D artist
Gregory Bennett, Motion-capture technician, AUT
Bootleg, Sculpture build
CAMPAIGN
Pacquiao Positive
AGENCY
DDB Philippines
CLIENT
Pepsico International
BRAND
Sting PowerPacq Energy Drink
DETAILS
CAMPAIGN SUMMARY
With Pepsico still holding the number two spot in the energy drink category, they wanted to top the number one energy drink in the country, Cobra Energy Drink.
The issue of Manny Pacquiao’s alleged use of performance enhancing drugs resurfaced was used to cause a commotion; the public was enraged as expected.
The vague #PacquiaoPositive hashtag trended online in a matter of hours, causing many a speculation. News programs took notice as the controversy took a turn for the worse, accompanied by speculative articles online and on print.
To temper the chaos, Pacquiao was asked to reply to the issue.
A television commercial simultaneously played during various showbiz programs in different local networks, showing Pacquiao’s press conference revealing that he was indeed “positive”…for Sting PowerPacq.
#PacquiaoPositive trended once more but instead, elicited positive reactions.The integrated materials made a significant commotion, especially with the online community. The trending topic #PacquiaoPositive caught on, trending twice in a span of a few days, both during the teaser and launch phases.

CREDITS OF PEOPLE
DDB Phils. Inc.
Joey Ong- Executive Creative Director
Patrick Miciano- Creative Director
Mon Pineda - Assoc. Creative Director
Cardy Santos - Assoc. Creative Director
Denise Nicole Oyog - Copywriter
Eric Salazar - Creative Director
Gomer Barce - Art Director
Kelvin Co - Graphic Designer
Vina Henson - Client Services Director & Managing Partner
Denise Banatin - Account Supervisor
Jackie Caruyan - Account Manager
CAMPAIGN
Tiger Thumb Wrestling Federation
AGENCY
JWT Bangkok
CLIENT
TAPT
BRAND
Tiger Beer
DETAILS
CAMPAIGN SUMMARY
Instigating the biggest fight in history to bring back the beer moment.
In a market where alcohol advertising is restricted, sponsoring big events is the key marketing activity used to connect with drinkers-- from international concerts, football matches, to parties. Every brand clamors to associate themselves with a certain music genre, movie genre, and football team in order to create an imagery for themselves (and all end up being the same).
Tiger Beer, being a relatively new and small player in the market with under 1% share and very limited budget, needed to relaunch itself into the local market and establish it's positioning with an event, a huge challenge considering competitive brands massive budgets and long history.
We launched the brand under a movement across hundreds of outlets instead of one big event. The movement; getting drinkers to fight to bring back the beer moment--literally. Where friends who found their friends playing too much on their cellphone would challenge them to a match of thumb wrestling in order to bring them back.
We achieved results we couldn't have achieved with just one big event, with over 7,000 participants and 75,000 spectators across three of Thailand's major provinces, along with.. increase in sales over the 3 month campaign period.

CREDITS OF PEOPLE
Pattapanee Ekahitanond, Brand Manager, TAPT
Siranee Klinhom, Brand Team Leader, JWT Bangkok
Suree Saksrisakullerd, Group Account Director, JWT Bangkok
Silpipat Tarnudsarnunts, Account Executive, JWT Bangkok
Satit Jantawiwat, Executive Creative Director, JWT Bangkok
Torsak Chuenprapar, Creative Director, JWT Bangkok
Kanit Mingmuang, Copywriter, JWT Bangkok
Faus Markead, Art Director, JWT Bangkok
Drakon Sirakovit, Planning Director, JWT Bangkok
Yingyos Vuttisant, Communications Planner, JWT Bangkok
Wiritpol Taechaamornrat, Activation Producer, JWT Bangkok
CAMPAIGN
How Behaving Like a Fashion Brand Has Grown Mount Franklin Lightly Sparkling by 69%
AGENCY
McCann Australia
CLIENT
Coca Cola Amatil
BRAND
Mount Franklin
OBJECTIVES

DETAILS
CAMPAIGN SUMMARY
In 2012 Mount Franklin Lightly Sparkling redefined the Sparkling Mineral Water category by flipping every established convention. Our objective was to grow our volume by driving trial with a young 25-34 female audience.
We tapped into this audience's key passion point of fashion, by partnering up with Australian darling and former Miss Universe Jennifer Hawkins and the launch of her new swimming costume line; Cozi by Jennifer Hawkins. By borrowing conventions from both the CSD and fashion categories, something no other brand had done before in this space, we created a brand with a pop cultural relevance that transcends the generics of the category.
This pop cultural fame allowed us to not only fight off the constant threat of private label, in a category with very limited product differentiation, but to actually GROW OUR VOLUME AND SALES VALUE BY 69%, almost DOUBLING our share of the category and moving us from third into the NUMBER ONE value spot in Grocery. 
Partners
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