Cross-media with fun
Awards: The 2006 Crossmedia Award goes to SFLB for «Mary Woodbridge»; honorable mentions go to «Beck&Bondi» and «Love Life.».
Crossmedia Award, which was organized for the second time this year
six were shortlisted. Three cases from Jung von Matt/Limmat
made it onto the shortlist: "SBB Rauchfrei", "Bluewin TV" and
"Fruitaholics.
The winner was the globally sensational "Mary Woodbridge" campaign
for Mammut by Spillmann Felser Leo Burnett. The family sitcom
"Beck&Bondi" by Contexta for Swisscom Fixnet won silver. The
Euro RSCG's Stop AIDS campaign "Love Life" was the third
was honored. The president of the twelve-member jury was Dominique
from Matt.
Measured against the criteria of intelligent linking, degree of innovation,
creative implementation, track record and overall impression
knew "Mary Woodbridge" with a "Mary Woodbridge" in the truest sense of the word.
unanimously convinced the jury with its incredible story. The
After buying a Mammut jacket, 85-year-old Mary Woodbridge wanted to
Mount Everest and announced this in climbing forums, on stickers
and its website www.mary-woodbridge.co.uk. Three months later
their project, which made headlines around the world, turned out to be a
unusual advertising idea from Mammut: the Swiss mountain sports outfitter
has been advertising with the old lady on the Internet, in advertisements, brochures
and at the POS for the quality of its products. Claim: "With such good
equipment, it's easy to feel too safe."
Concentrated reaction
The mockumentary has generated cross-media reactions in newspapers from the
Bahrain Tribune up to Stern Online, on TV the
Advertising stunt from RTL to BBC. On the website you can find up to
today 96000 visits from 22 countries with eleven pages per visit, 120 links
lead to external webpages.
A concentrated reaction, for example in the form of creative prizes, has also
the second-placed case "Beck&Bondi". The sitcom from
Contexta for Swisscom Fixnet was already awarded ADC Gold in the 2005
Film category and two Edis for directing and best screenplay
have been awarded. This was followed in 2006 by ADC bronze, Best TV Campaign from
Publisuisse and an Effie. "Beck&Bondi" works cross-media
from POS in shop windows to dialog with mailings in invoice inserts,
PR in cooperation with 20 Minuten, online, sponsoring and concerts
from Good News or sport with Swisscom Cup and Swiss Ski. Also a CD
"Brown&Bondi" has made it into the hit parade.
Euro RSCG's Stop AIDS campaign "Love Life" has been awarded the third
place was awarded. Cross-media staging of "the
Positive joie de vivre" - "For the love of life, yourself and others
protect". The campaign is the first in Switzerland to work with
Audio MMS. The interactive e-card "Love Lips" with the talking
Condom won ADC Silver, the entire campaign an Effie Diploma
and a DM Award. With "Love Lips", the condom receives the urgent
necessary image correction from pleasure killer to multimedia fun and
Object of desire.
Andreas Panzeri
1st rank
Mary Woodbridge and her various mountain guides from SFLB
Crossmedia across all media from gadgets to the web (click on the image for a larger view)
2nd rank
The Beck and Bondi families as ubiquitous advertising media (click on the image for a larger view)
3rd rank
Testimonial by Renée Zellweger for "Love Life"
Website with e-card to send (click on the image for a larger view)
