Snaga integrisane produkcije: Agencija Craft London osvojila 20 Kanskih Lavova

Agencija Craft London na ovogodišnjem Međunarodnom Kanskom festivalu kreativnosti osvojila je 20 odličja, agencija koja je nastala pre 18 meseci, osvojila je više nagrada od bilo koje druge agencije u Evropi koja je specijalizovana za integrisane produkcije…Priredila i prevela Snežana Milić

Kampanja Xbox’s ‘Survival of the Grittiest’ je nastavila sa serijom globalnih priznanja. Rad koji je osvojio više nagrada na različitim festivalim, osvojio je pet Zlatnih, osam Srebrnih i pet Bronzanih Lavova, u skoro svim kategorijama. Zatim, Srebro i Bronza za radove Squadvertiser i Ethos Travel, dok su se radovi za Mastercard i Bistoalso našli među finalistima.

Osvajanje ukupno 55 nagrada tokom godine, inovativni rad za Xbox stekao je svetski uspeh i na taj način dokazan je inovativni pristup 18 mesci stare agencije. Ranije tokom godine, kampanja je osvojila dve Gold Pencils i Best in Discipline na The One Show, a Gold D&AD Pencil, pet Zlata na Creative Circle, dve Webby nagrade uključujući i Nagradu Publike i dve ANDY nagrade.

Šef integrisane produkcije, Sergio Lopez je prokomentarisao: “Ove nagrade svedoče o tome kako naš moderni integrisani proizvod unosi kreativnost u život. Mi nismo content agencija, već agencija za integrisane produkcije. Tu je fokus na kreativnosti i umešnosti koji prave raliku. Uz saradnju tima u agenciji i dobrim partnerima, u stanju smo da stvormo nešto stvarno kreativno, zahvaljujući fleksibilnosti. Verujemo da je ovo samo početak za Craft.”

U novembru prošle godine, Craft London, u saradnji sa kreativnom agencijom united/McCann London, kreirao je “Preživljavanje – bilbord kampanju” u cilju promovisanja Xbox-ove ‘Rise of the Tomb Raider’ video igre. U projektu je učestvovalo osam fanova Lare Croft koji su stajali na specijalno dizajniranom bilbodu koji je bio postavljane na Southwark-u u Londonu, koji su se borili sa lošim vrmenskim uslovima. Gledaoci koji su pratili čitav događaj online, glasali su sa kojim ekstremnim vremenskim uslovima će učesnici da se suočavaju – vetrom, kišom, snegom ili vrućinom. Nakon neverovatnih 20.75 sati, izdržao je samo jedan muškarac, koji je proglašen za šampiona.

‘Survival of the Grittiest’ kampanja je veoma brzo privukla pažnju širom sveta, gde je 8 miliona ljudi pratilo takmičenje uživo.

Pošto samo imali priliku da stvaramo samo 18 meseci, zadovoljni smo i uspesima kampanja ‘ClickTwo’–Momondo, ‘The Calendar’ – Ethos Travel i ‘Miners 100’–Bisto

Lista nagrada agencije Craft London

CANNES LIONS
Promo
Gold – Survival Billboard (Use of Print or Standard Outdoor)

Direct
Gold – Survival Billboard (Use of Ambient Media: Large Scale)
Silver – Survival Billboard (Launch/Re-Launch)

Media
Bronze – Survival Billboard (Use of Outdoor)

Outdoor
Gold – Survival Billboard (Live Advertising and Events)
Gold – Survival Billboard (Ambient Experiential & Immersive Digital)
Silver – Survival Billboard (Integrated Campaign led by Outdoor)
Silver – Survival Billboard (Use of Ambient Outdoor)
Silver – Survival Billboard (Use of Adapted Billboards/Posters)
Silver – Survival Billboard – Terms & Horrible, Horrible Conditions (Media & Publications)
Bronze – Ethos Travel – (Static Digital)
Bronze – Ethos Travel – (Static Digital)

Branded Entertainment
Gold – Survival Billboard (Live Advertising and Events)
Gold – Survival Billboard (Ambient Experiential & Immersive Digital)
Silver – Survival Billboard (Integrated Campaign led by Outdoor)
Silver – Survival Billboard (Use of Ambient Outdoor)
Silver – Survival Billboard (Use of Adapted Billboards/Posters)
Silver – Survival Billboard – Terms & Horrible, Horrible Conditions (Media & Publications)

Integrated
Bronze – Survival Billboard

Cyber
Silver – Squadvertiser (Integrated Multi-Platform Campaign – Online & Offline)

D&AD
Xbox – ‘Survival Billboard’
GoldPencil :Outdoor: Enhanced Posters
Wood Pencil: Outdoor: Ambient
Wood Pencil: Branded Content & Entertainment: Live Experience

Xbox – ‘Survival Billboard: T&C long copy’
Wood Pencil: Outdoor: Posters/Free Format
Wood Pencil: Writing for Design

Xbox – ‘Squadvertiser’
Wood Pencil: Digital Marketing: Digital Tools & Utilities

ONE SHOW
Xbox – ‘Survival Billboard’
Best in Discipline: Print and Outdoor

Xbox – ‘Survival Billboard’
Gold Award:Cross Platform: Experiential/Events
Gold Award:Print & Outdoor: Pop-Ups
Silver Award: Print & Outdoor: Installations & Ambient
Silver Award:Cross Platform: Installations
Bronze Award:Print & Outdoor: Ambient (Indoor & Outdoor)
Merit: Branded Entertainment: Innovation in Branded Entertainment
Merit: Branded Entertainment: Branded Content/Live Events

Xbox – ‘Survival Billboard: T&C long copy’
Merit: Print & Outdoor: Craft/Writing

Xbox – ‘Squadvertiser’
Merit: Direct: Digital/Websites, Microsites & Banners

Momondo – ‘ClickTwo’
Merit: Direct: Digital/Websites, Microsites & Banners
Merit: Interactive: E-commerce

CREATIVE CIRCLE
Xbox – ‘Survival Billboard: case study’
Gold Award:Experiential: Best event-led campaign
Gold Award:General: Best Branded Entertainment
Gold Award:Outdoor: Best Special Build
Gold Award:Outdoor: Best Use of Medium
Xbox –‘Survival Billboard: T&C long copy’
Gold Award:Best Press/Single
Bronze Award:Writing: Best Body Copy
Silver Award:Best Radio Over 30″
Silver Award: Best Radio Script Writing

Bisto – ‘Miners 100”’

Bronze Award:Film Craft: Best Casting
Bronze Award: Film Craft: Best Cinematography

Momondo – ‘ClickTwo’
Silver Award:Digital: Best Online App

WEBBY
Xbox – ‘Survival Billboard’
Adv& Media/Experience Marketing
Adv& Media/Experience Marketing (People’s Voice)

Momondo – ‘ClickTwo’
Adv& Media/Game or Application

CRANNUAL
Xbox – ‘Survival Billboard: case study’
Branded Content: OOH/Posters

Xbox – ‘Squadvertiser’
DM: print

ANDY AWARDS
Momondo– ‘ClickTwo’
Silver Award:Ecommerce: Leisure/Travel

Xbox – ‘Survival Billboard’
Bronze Award :OOH: Toys, Games, Sports

YOUNG GUNS
Xbox – ‘Survival Billboard’
Bronze Award: Creative/Content & Engagement