As advertisers try to take advantage of the promise of mobile devices, there is much debate over the usefulness of QR (quick response) codes, those scrambled bar codes that allow a physical ad to give an easy link to digital extras such as coupons, websites and videos. The 141-store chain, which calls itself the “Wal-Mart of Korea,” got lots of attention with this innovative use of the technology. The company had noticed that sales were down sharply during lunch hours. So it built a sculpture with white blocks on a white background that turned into a 3-D version of a QR code, but only when the light hit it just right: from noon to 1 p.m., when it formed shadows allowing it to be scanned. Passersby who did so received a $12 coupon and special offers, including home delivery of their purchases. Lunchtime sales increased 25 per cent, and store memberships went up nearly 60 per cent that month compared with the previous month.
“The operation … produced great results,” Mr. Du Sault said. “It’s a fresh, interactive idea that gives the consumer a great reason to shop at a time of reduced visits.”
Advertiser: Fosters Group Ltd.’s Carlton United Brewers
Ad agency: Clemenger BBDO Melbourne
Chosen by: Peter Ignazi, senior vice-president and executive creative director, BBDO Toronto
The Aussie beer brand continues a tradition of tongue-in-cheek advertising. A group of robbers go to a bar to celebrate their latest haul, but do not realize until their beers are poured that they’ve put down their bag of ill-gotten cash in front of a group of police officers also out for a drink. A pursuit ensues – but because not one man is willing to relinquish his pint glass, no one gets behind the wheel. A car-chase-style sequence follows, with everyone on foot trying not to spill their brew as they dodge a plate glass window, catch air coming over a steep hill, and leap a drawbridge as it opens.
“I love everything about it. It hits love of the beer, good times with your mates and, of course, social responsibility,” Mr. Ignazi said. “It’s executed perfectly – every chase cliché is brought to life and played up for the maximum laugh. The Survivor style song is spot on, too.”
Advertiser: The Guardian newspaper
Ad agency: BBH, London
Chosen by: Christina Yu, creative director, Red Urban
And the newspaper industry lived happily ever after? Well, maybe not. But this award-winner used a fairy tale to illustrate a lush vision of multimedia “open journalism.” It reimagined the tale as it would be discussed on multiple platforms and reported by The Guardian, from news about the wolf’s murder, to a discussion on homeowners’ rights, to an investigative piece on insurance fraud and a larger reaction to the housing bubble.
“The idea of ‘seeing the whole picture’ is not a wholly original thought, and the Three Little Pigs is arguably one of the most well-known stories in history. But somehow, the creators of this spot found a way to illustrate a familiar concept using an even more familiar story in an original and inventive way,” Ms. Yu said. “It’s fantastic to see that storytelling can still be this powerful. Those cheeky little pigs!”
Advertiser: Wideroe Airlines
Ad agency: McCann Oslo
Chosen by: Joseph Bonnici, creative director, Bensimon Byrne
A little boy begs his grandpa to show him his favourite magic trick – again. The adorable gramps stubbornly refuses before suddenly making a big show of it: an illusion that looks like he blows through his palms and makes a plane fly through the sky. Melts the heart of anyone who has ever had a sweet grandfather/is not dead inside.
“This ad for a small Norwegian airline captures the heart in the most memorable way possible. It’s an incredibly charming story with perfect casting, beautiful cinematography and a payoff you’ll never forget,” Mr. Bonnici said. “If I’m in Norway, I’m flying Wideroe.”
Advertiser: Red Bull
Chosen by: Steve Mykolyn, chief creative officer, Taxi
For a product whose tagline is “Red Bull gives you wings,” it was a marketing match made in the heavens. In October, Felix Baumgartner strapped on a parachute and plummeted 24 miles from space, shattering world records as millions of people watched, transfixed. And all under the banner of Red Bull. If “content marketing” is the holy grail for advertisers, this is one of the best demonstrations of it ever made.
“A brand associates themselves that captures the world’s attention – this made the front page of pretty well every newspaper in the world, and it was fascinating watching the counter go up of people watching in that moment. It was spectacular,” Mr. Mykolyn said. “They’ll be known as a brand that really pushes the limits, and does things that have never been done before. Every brand would love to do that with the products and services they offer, but also to stand for that as well. I watched that, and I just went, ‘Wow.’”