The nine international Mobius Awards Best of Show (Grand Prix) winners in the 2012 competition represent a broad selection of projects from a cookable cookbook to a panther that travels through the history of Cartier and a pig that reminds everyone to be thoughtful of animals. The works came from creatives in five countries, United Kingdom, Germany, Australia, Italy and France. Mobius Awards has been in operation since 1971, and this year attracted entrants from 24 countries.
Meet the top winners, all of which also received the First Place Mobius Golden Statuette.
Best of Show in Branded Content was “Escape the Map,” by AMVBBDO, London. The project was an imagined ride in a Mercedes Benz C-63 AMG coupe designed to capture the attention of a young audience by combining real scenery with enhanced views. It produced results. The average time visitors spent viewing the production was five minutes and traffic to the Mercedes website increased 400 percent. The production was inspired by Google Street View and during the real portion filmed in Los Angeles by Digital Domain, the Google camera car actually caught the coupe twice.
The director was Carl Rinsch of RSA Films Ltd., London. The creative team consisted of Paul Knott and Tim Vance with Tim Riley as Creative Director. J. Barton was Digital Domain supervisor. The idea was to combine media to make it difficult to distinguish real from virtual. The project used photogrammetry (mapping 3D shapes from 2D images). AMV is considered to be the UK’s most “creatively awarded agency,” according to The Gunn Report’s annual review collating information from major awards shows around the world. Sound design was by Factory Studios.
A cookbook you can read and also cook won Best of Show in Brochure/Book. “The Real Cookbook,” developed by Kolle Rebbe GmbH, Hamburg, Germany, cooked up this book of 100 percent fresh pasta for Gerstenberg Publishing House. It even included information about cooking etched on inner pages of the pasta. “The Real Cookbook,” packaged as a classic lasagna dish, was delivered to business partners to promote Gerstenberg’s range of cookbooks. By adding a little sauce between the pages, sprinkling cheese on the top, and cooking the “book” at 200 degrees C, the recipients had a treat. The Kolle Rebbe team included Account Managers Gereon Klug and Inga Eickholt; Executive Creative Directors, Antje Hedde and Sascha Hanke; Creative Directors Hedde and Katrin Oeding and Art Directors Reginald Wagner and Hedde. Gereon Klug was Copywriter, Christine Knies Graphic Designer and Photographers were Jan Burwick and Christoph Himmel.
A pig flies to freedom in “Somewhere,” a campaign by Animals Australia that won Best of Show in Cinema/In-Flight. The film allows factory farmed animals to speak for a kinder world and has a “Babe” -like character to do it. FSM, Sydney, NSW, Australia, was the film and post-production company for the production, which features "Peanut," a pig that escapes from a factory farm. The film took viewers to a real factory farm and asks viewers to "imagine a world without factory farming." FSM managing director is Rick Schweikert. FSM Creative Director Andreas Wanda said the project was ideal for the company’s animation and 3D capabilities.
“The Beauty of a Second,” a Leo Burnett Co. Srl, Milan, Italy, creation for Montblanc, won Best of Show in Direct. The work is a tribute to the 190th annive
