Finalists–Bookmarks 2012

Bookmarks

Last night the 2012 Bookmark awards shortlist was announced, Ogilvy & Mather South African currently has 23 finalists in the running (6 for Johannesburg, and 17 for Cape Town). The Bookmarks are South Africa’s Digital Awards, recognizing and rewarding results in digital publishing and agencies. Below is a list of the short listed results from Ogilvy, just click on the links below to see the work, or if you want to see the full list go to http://www.thebookmarks.co.za/finalists.

Core Awards – Websites/Microsites/Mobisites – Government, Public Service and Civil Society Sites (6 shortlisted)
Ogilvy Johannesburg – Add Hope Website

Core Awards – Websites/Microsites/Mobisites – Microsites (9 shortlisted)
Ogilvy Johannesburg – Add Hope Website

Core Awards – Advertising and Search – Display Advertising (17 shortlisted)
Ogilvy Cape Town – Amarok Double Cab
Ogilvy Cape Town – Audi A5 – Sharper News
Ogilvy Cape Town – Explore Tab
Ogilvy Cape Town – Golf Cabriolet – “Scroll Up”
Ogilvy Johannesburg – KFC Tower Raiders

Core Awards – Social, Community and PR – Social Media Properties (14 shortlisted)
Ogilvy Cape Town – The World’s First Alien Abduction Flavoured Gum
Social@Ogilvy – Castle Lager Social Media Relaunch

Core Awards – Social, Community and PR – Social Media Campaigns (33 shortlisted)
Ogilvy Cape Town – The World’s First Alien Abduction Flavoured Gum
Ogilvy Cape Town – Volkswagen Street Quest
Ogilvy Cape Town – YouTube Interventions
Ogilvy Johannesburg – Miller Music Tour West

Core Awards – Games – Games (6 shortlisted)
Ogilvy Cape Town – Volkswagen Street Quest

Core Awards – Online Video and Audio – Online Video (7 shortlisted)
Ogilvy Cape Town – The World’s First Alien Abduction Flavoured Gum Campaign
Ogilvy Cape Town – YouTube Interventions
Ogilvy Johannesburg – Doing More

Core Awards – Integrated / Mixed Media – Integrated Digital Marketing / Campaigns (13 shortlisted)
Ogilvy Cape Town – The World’s First Alien Abduction Flavoured Gum
Ogilvy Cape Town – Volkswagen Street Quest

Craft Awards – Interface, Interaction, Navigation, UX (10)
Ogilvy Cape Town – Volkswagen Street Quest

Craft Awards – Graphic Design, Illustration, Animation (12)
Ogilvy Cape Town – Golf Cabriolet – “Scroll up”
Ogilvy Cape Town – Volkswagen Street Quest

Craft Awards – Tech. Innovation (12)
Ogilvy Cape Town – Volkswagen Street Quest

Fran Luckin: Creative Freedom

Freedom wallFran Luckin is the Executive Creative Director at Ogilvy Johannesburg.

This is the time when we celebrate freedom, in all its manifestations. For people like me, Fran Luckinwho work in an industry whose life-blood is creativity, freedom is no less a serious business than it is for anyone else.

Don’t get me wrong when I talk about the desire for more creative freedom.  Parenting manuals (and, probably, more than a few parents) will tell you that total freedom is not a good thing. There need to be boundaries.

A misconception I encounter often, and that that never seems to die, is that great creative people are free-spirited, mercurial, bong-toting beings, as hard to pin down as tiny bashful woodland creatures, who detest rules and discipline, and need to be given enormous rein and scope to ramble about, chasing the Muse.

This is, frankly, rubbish. The best creative people I know are also the most disciplined people I know, with the focus and commitment of endurance athletes.

They know that coming up with a great creative solution requires hours of being chained to a desk, and that having an idea is only the start of a long, arduous process in which the idea has to be hammered out, torture-tested, translated into every possible medium – sometimes only to be dropped, after all that, in favour of another, completely new, idea.

The creative freedom that I – and all of the really good creative people I know – crave, is simply this: the freedom to think about the problem differently.

It can be enormously frustrating to be given a business problem to solve,  only to find out the media agency has already solved it by buying 30 second radio ads and quarter-page magazine ads.

Fortunately, there is a strategic shift taking place in the world, in which creative thinking is beginning to rise to the top of the marketing hierarchy.

Design thinking, as it’s called, has emerged from the fringes and been embraced by P&G, Kimberley-Clark, Kraft and Johnson and Johnson. It is what happens when companies realize that not only could they benefit from better product design, but that they might also gain competitive advantage from using the methodology of designers and creative people themselves.

Tim Brown“Historically, design has been treated as a downstream step in the (product) development process.. the “pretty wrapper” at the end,”  according to Tim Brown, CEO of IDEO, the Palo Alto design company that is arguably the most influential in this movement, and the godfather of design thinking.

According to Brown, by around 2000 marketers started to recognize that competition was resulting in parity of quality between every major brand in a given category.

This left only three options: compete on price, innovate faster than the competition or create more unique experiences that consumers could have with brands. Since price wars are ultimately unwinnable, focus naturally fell on the latter two. And that’s where the window of opportunity is for designers and creative people.

Where marketers emphasise charts and data, and generally practise inductive thinking (if x. then y), designers and creative people employ a method that Todd Wasserman, business editor of Mashable, calls “abductive thinking”  – taking a creative leap that attempts to solve a problem in previously unforeseen ways.

But enough already with the theory. Here’s a concrete example.

In 2002, Coca-Cola increased its sales by 10% – a significant figure in any industry, and even more so in an industry where a CEO’s career can be made or lost over one or two share points.

This sales increase was achieved, not through a massive media blitz, nor through the introduction of Vanilla Coke – but through package design. Coke fridge pack

Specifically, the Fridge Pack:  a package that stacks 12 cans in a way that takes up minimal room on the fridge shelf, with an opening that dispenses one can at a time.

How did Coca-Cola come by this innovation, which it calls “the greatest innovation since the contoured plastic bottle was introduced 20 years ago”?  The solution came from outside: from Alcoa, manufacturer of the aluminium used to make cans, and Riverwood International, a company that designs and manufactures cardboard packaging.

These two companies organized a brainstorm with engineers, researchers and marketers, where they literally spent a day huddled around a refrigerator, looking for the best way to fit a 12-pack into it.

They were practicing “abductive thinking.” As outsiders, they had license to think about the problem of selling more Coca-Cola in a different way.  They put themselves into the consumers’ lives and asked: what is the consumer’s experience of the product beyond the store shelf, beyond the taste of the product?

Their investigations revealed that the 12-pack the industry had been using up until then was like a suitcase -it was too bulky to fit into a refrigerator, so people would put a couple of cans in the fridge, then put the pack, with the remaining cans, in the cupboard.

When all the cold cans were used, people would choose another cold drink from the refrigerator instead of getting out another Coke from the package in the cupboard.  The Fridge Pack meant that all twelve cans could fit neatly in the fridge.  The dispenser was easy to use and convenient. Voila – a 10% increase in sales.

The Coca Cola example is one demonstration of the fact that people outside of a company are ideally positioned to see the company’s challenges in a unique way.

Creative agencies and design companies, who have the benefit of an intimate relationship with a company without the potential hindrance of being located within it, have the power to see the problem from the inside and the outside.

And they have the methodologies that enable them to think disruptively, “abductively” – to use insight to take a leap beyond the problem to a solution no one had seen before. 

In short: it’s time creative people were given the freedom to act as the disruptive innovators they have all the potential to be.  So hold the hallucinogenics and give me the freedom to be a co-creator. That’s my kind of high.

freedom

M-Net: Forever Magic (25 Years)

M-Net 25th

Our sister agency up north, Ogilvy Johannesburg, this month celebrates M-Net’s 25th Birthday with a campaign that salutes the stars that have helped the brand become synonymous with ‘magic’. Click on the image above to zoom in.

The campaign, ‘Forever Magic’, rolls out in print and outdoor media and on the M-Net Facebook page during the month of October, and features the likes of Derek Watts, Ashley Hayden, Shaleen Surtie-Richards and Proverb in glamorous poses – Vanity Fair style.

The shoot took place in Johannesburg’s classic Old Park Station – the perfect stark backdrop to the beautiful designs that the celebs wore courtesy of some of South Africa’s top designer.

"Gathering all this talent together was quite a challenge," explains Robyn Bergman, Creative Director at Ogilvy Johannesburg. "We had people flying in from all over the world, and the clothes delivered straight from the Cape Town Fashion Week runway…I imagine that this is probably as glamorous as some of our male stars have ever been seen! It was difficult to co-ordinate everyone’s diaries and to choreograph the whole ensemble of stars and outfits, but everyone was so professional and looked so gorgeous that it made our job easy."

Ogilvy Johannesburg has been working with M-Net and its holding company DStv for over 17 years now, and has worked on iconic campaigns that include Loerie 2011 winners Firefly, Ladybug and Cat.

"The 25th Birthday celebration campaign is definitely a highlight," enthused Bergman. "We look forward to the public’s response to seeing South Africa’s brightest star looking especially sparkly."

The celebrities were dressed by the following South African designers:

Ashley Hayden – Marianne Fassler; Bongani Bingwa – Carducci cz; Brumilda Van Rensburg – Lunar; Coenie de Villiers – Blue Collar White Collar; Collin Moss – Naked Ape; Connie Ferguson – BIJI; Derek Watts – Own Suite; Dineo Moeketsi – Jagadi; Doreen Morris – Lunar; Eku Edewor – Tiaan Nagel; Elana Afrika – lunar; Hykie Berg – Fabiani; Ik Osakioduwa – Jagadi; Lungile Radu – Aphymol; Michelle Pienaar – Spiero Villioti; Nico Pannagi – Craig Port; Pro Verb – Fabiani; Rolanda Marais – Leigh Shubert; Shaleen Surtie Richard – Gideo; Shona Ferguson – Fabiani; Sibahle Mtongana – Marianne Fassler; Siyabonga Ngwekazi – Ephymol; Tammy-Anne Fortuin – Rosenworths.

SAB and Ogilvy: 50 Year Tribute

SAB Ogilvy 50 Year Tribute Commercial from Ogilvy South Africa on Vimeo.

South African Breweries (SAB) and Ogilvy are this week celebrating half-a-century of an ‘unbreakable’ friendship which kicked off in 1961, with our Johannesburg- and Cape-Town-agencies having done a titanic job of catapulting over 30 brands of beer to the summit of glory and fame in South Africa and Africa."One benefit feature of this relationship is that we never take things for granted, but we challenge each other in a forthright and candid way, which I believe helped to keep it strong and healthy, and drive it to greater heights," SAB chairman and MD Norman Adami told journalists last night, Tuesday, 21 September 2011, at the SAB company headquarters in Sandton, Johannesburg.
SAB brands
SAB brands that we have worked on since 1961 include Castle Lager (Ogilvy Johannesburg and Ogilvy Cape Town), Carling Black Label (Cape Town), Lion Lager(Johannesburg), Peroni Nastro Azzurro (Johannesburg), Castle Lite (Johannesburg and Cape Town), Caste Milk Stout (Johannesburg), Hansa Pilsener (Johannesburg and Cape Town), Amstel (Johannesburg), and Redds (Cape Town and Johannesburg).
SAB marketing director Ian Penhale said that there was always a risk that these brands could cross each other’s territories, but Ogilvy’s role, was to ensure that this did not happen.
"Of course it is challenging,". However, he said if a company is crystal clear about what it stands for and where its brands are going, and does not sway away from that, brands will not encroach each other’s territories.
SAB first began working in 1961 with VZ, Ogilvy’s ancestor. In 1984 VZ merged with Rightford Searle-Tripp and Makin, which later went on to become Ogilvy South Africa.
Milestone of SA advertising
Commenting on what independent analyst Andy Rice described as a milestone of advertising in SA, a visibly excited Nunu Ntshingila, Ogilvy SA CEO, said the good part of this love story is that Ogilvy continues to refresh people to ensure that the relationship never stalls but keeps going and going.
"If there was an Olympic category for long-term business relationships, the 50-year engagement between SAB and Ogilvy would always be in medal contention," Ntshingila, joked.
To commemorate the event, Ogilvy presented its celebrated friend with a gift in the form of an advertisement that looks back over the companies’ shared history, celebrating some of the work they have created together. The tribute ad began airing on TV last night, and will continue to be screened on a selection of DStv channels in the days to come.
"This is a friendship based on chemistry and shared values, and a celebration of this type of relationship cannot be underestimated," Penhale said emotionally.
Stood the test of time
As night fell over Sandton and the evening spring breeze teased the number 65 Park Lane premises, the first batch of guests began to arrive at the fiesta – a celebratory testimony of an almost unbreakable union of shared wealth, success, values and ideas that have stood the test of time.
For more info follow @Ogilvy_Joburg, @OgilvyCT and hashtag#SABOgilvy50 on Twitter.

Via: Bizcommunity.com

Greenpeace: White Roofs

greenpeace_arctic-foxgreenpeace_arctic-haregreenpeace_polar-bear

Wonderful work from our sister agency at Ogilvy Johannesburg for Greenpeace. White is the new green. Simply painting your roof white reflects the sun’s rays, which helps cool down the environment. in the fight against global warming, one degree cooler in our cities equates to three degrees cooler at the poles. Which means a better chance of survival for Arctic animals, whose home is melting at a rapid rate.

Executive Creative Director: Fran Luckin
Creative Director: Mike Martin
Art Director: Marianne van Onselen
Copywriter: Stephanie van Niekerk
Retoucher: Paul Vermeulen
Photographer: Mike Lewis