ADC 2009 – it Needs More to Start an Revolution.
Posted by Steffen Stäuber
“The Creative Revolution” was the theme this year at the ADC festival in Berlin. And they had invited some really good speakers to their conference which took place on Friday and Saturday. My personal highlight was Paul Bennett CCO IDEO and his presentation about the idea of thoughtless communication and Prof. Dr. Hans A. Wüthrich´s talk about how to break out of the ordinary. Unfortunately there was no WLan or mobile service available at the whole conference area, so it was hard to blog or twitter about it. But you can watch their talks on www.idee09.tv
Besides the talks I was interested in the awarded work. I was keen on seeing new innovative ideas and cases because this award is also an indicator about the status quo of German advertising.
But what I saw really disappointed me. Most of the campaigns were still very traditional print or TV ads and there where only a few truly innovative ideas.
One of them was the “23 Days- fan diary” from Kolle Rebbe which had won gold in the the category digital media and justifiably so.
During the EURO 2008, German director Detlev Buck and the YouTube community created the first fan movie made out of user generated videos. The movie was shown in cinemas across Germany.
Another great campaign was the Sony Ericsson “Fan Walk 2008″ from Serviceplan.
Sony Ericsson was searching for the biggest music fans on earth. More than 3500 music fans from all over Europe applied. Finally, 100 crazy boys and girls walked from London to Liverpool, to the MTV Europe Music Awards 2008. Documented online using all social media channels. The Idea was awarded silver in the category events.
The Project “House of Immagination” from Heimat was also awarded with silver in the category Events plus silver in media, gold in integrated communication and sales promotion and last but not least the grand prix.(I hope I didn´t forget anything)
A great campaign for their client Hornbach.
But my personal grand prix goes to Walker Werbeagentur and their project for Bindella “Tanti Aguri”. (they won silver in the category integrated communication)
To promote 31 local restaurants in Zürich the agency hired an author to write an book. The story plays in all these different places and in cooperation with local newspapers they created a lot of buzz and excitement to actually go and visit the restaurants in real life. The book became a bestseller. This campaign is for me one of the best examples for branded entertainment.
These are some great examples from the festival but it needs way more of them in order to start a “creative revolution.” I hope that the success of those agencies will also shape the profile of German advertising and inspire other creatives to come up with ideas like that.
VIVA LA REVOLUTION
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Tags: ADC, ADC Deutschland, Adc festival, branded entertainment, buzz, CCO, creative revolution, Fan Walk, Heimat, innovative ideas, integrated communication, Kolle Rebbe, media gold, mtv europe music, Paul Bennett, Prof. Dr. Hans A Wüthrich, sales promotion, Serviceplan, social media, Walker Werbeagentur