Ten agencies and one student representing nine countries have been selected Best of Show in the 2014 Mobius Awards international advertising competition. The works ranged from a newspaper recycler that printed decorative wrapping paper from old newspapers to an airline-eBay campaign where travelers could exchange old household items for plane tickets.
Best of Show Winners by medium are:
Brand Identity: “BASF Corporate Global Image Campaign Water Film” by M&C Saatchi Berlin GmbH, Berlin, done for BASF SE, Ludwigshafen, Germany, explains Sokalan, a chemical used in the desalting of salt water to convert it to fresh water. The film visits a project in South Africa set up by BASF Stiftung and the United Nations Environment Program.
Brochure/Book: “ERS Manual” from ArthurSteenHorneAdamson, Cheltenham, UK, done for ERS, Essex, UK, an equity insurance company. The book explains the various kinds of insurance ERS underwrites.
Commercials: Clemenger BBDO, Wellington, New Zealand, won for "Mistakes," done for New Zealand Transport Agency, Wellington, to raise awareness of driver safety at intersections. The clip shows two drivers experiencing an extended moment of pause at that split second before they collide.
Digital – Mobile: “Kringl,” a mobile app created by Zulu Alpha Kilo, Toronto, Canada, for Make-A-Wish Canada, Toronto, lets a user bring Santa to life in various scenes, including eating cookies and milk in your living room. The app is free, but users are asked to donate to Make-a-Wish or Toys for Tots through the app, which is available on the Apple and Google play stores.
Digital – Online “Commbank Re-Launch,” done by VML Australia, Sydney, for Commonwealth Bank of Australia, Sydney, which redesigned its website to reflect customer desires, including making it mobile-first. The redesign increased credit card application by 289 percent in the first week of re-launch.
Direct: “Transavia Ebay” by Les Gaulois, Puteaux, France, for Transavia.com, Paray Vieille Poste, France. This “Bye-Bye” campaign for Dutch airline Transavia as a new way of selling tickets, exchanging old items for seats. The campaign was intended to encourage Europeans to take holidays, even when the economic crisis left them with less money to spend.
Media/Public Relations: “No Child Brides” by Havas Worldwide, Gurgaon, India, was done for Child Survival India, New Delhi, to bring attention to the practice of marrying girls off while they are children. Statistics indicate there are 24 million child brides in India. The forehead white dot was a symbol of the campaign, which brought support of Bollywood actresses and Indian fashion models.
Outdoor: Saatchi & Saatchi Services (HK) Ltd., Hong Kong, won for its Sung Hung Kai “Instant Newspaper Recycler” project done for Sung Hung Kai Properties, Hong Kong. The project built on statistics that some 1,600 trees are cut down and 170,000 liters of gasoline are burned for the wrapping paper used in Hong Kong during Chinese New Year. The recycler printed red patterns over old newspapers fed into the machine.
Package Design: Originally asked by Metallica / Q Prime, New York, to create the design for Metallica’s ninth studio album, Death Magnetic, Turner Duckworth Design: London & San Francisco, San Francisco, Calif., went further and came up with a visual identity for the heavy metal band founded in 1981. The design drew on its original logo done by the band’s lead singer, James Hetfield. The lightning bolt “M” became the cornerstone of the new identity. “Metallica Through the Never Soundtrack Packaging” is now used across on the band’s website, T-shirts, posters and packaging. Work done for Metallica / Q Prime, New York.
Print: “Jardiland – Dog Fat Pants” by Rosapark, Paris, was a print campaign created for Jardiland Pet and Garden Supplies, Paris, to promote the company’s brand of diet dog biscuits. Achim Lippoth of Frankfurt was the photographer on the project, and Christophe Huet-Asile the retoucher. Mobius Awards judges praised the entry’s humor and simplicity.
Student: “The Most Unforgettable Memory” by Yousuke Ozawa, Miami Ad School,
San Francisco, CA (USA), took the top Student Award and won Yousuke $500 in cash. He completed studies at the Miami Ad School in September 2014 and is now art director for Ogilvy & Mather Tokyo. The inspiration for his work was an assignment in copywriting class to create a headline that brought attention to child abuse. Yousuke’s latest project is Data Visualization in which he shows how famous paintings by artists such as Van Gogh are actually a series of numbers and letters. He generates the codes, prints them and places them side-by-side with the image to demonstrate this. Using a generator, Ozawa retrieves the codes of famous paintings and prints them out. He then aligns them side-by-side with a printed counterpart of the actual visual image. The works are on display in a Tokyo gallery.
The overall competition recognized entrants with 47 First Place Mobius Award Golden Statuettes, 36 Second Place Certificates for Outstanding Creativity and four Student Certificates. Information on all 2014 winners can be found at www.mobiusawards.com.
