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CONTENTS

1

WELCOME

2

PARTNERS & SUPPORTERS

4

FULL FESTIVAL PROGRAMME

5

FLOOR PLAN

6

SEE THE WORK

7

AWARDS CEREMONY & AFTER PARTY

8

ADVERTISER OF THE YEAR

11

EVENING EVENTS

12

SEMINAR PROGRAMME

13

WORKSHOP PROGRAMME

29

YOUNG MARKETERS ACADEMY

33

YOUNG ACCOUNT EXECUTIVE ACADEMY

34

YOUNG CREATIVES COMPETITION

35

CATEGORIES

37

FILM, PRINT AND PRINT & POSTER CRAFT JURY

43

OUTDOOR AND RADIO JURY

47

DIRECT AND PROMO & ACTIVATION JURY

51

MEDIA JURY

55

INTERACTIVE AND MOBILE JURY

59

DESIGN JURY

63

FILM CRAFT JURY

67

PR JURY

71

BRANDED CONTENT & ENTERTAINMENT JURY

75

INTEGRATED JURY

78

FESTIVAL REPRESENTATIVES

80


Welcome to EurobesT, the home of creative bravery As Eurobest nears the end of its time in Lisbon, I’m delighted to say the journey has been every bit as rewarding as we anticipated when we embarked on it three years ago. Since then we’ve seen the Festival evolve more swiftly than we could ever have foreseen, celebrated a truly memorable 25th anniversary and welcomed many of the industry’s greatest legends to the stage. It is the quality of the speakers and content that has always set Eurobest apart, with a programme that has consistently pushed the envelope further each year. With the theme of ‘creative bravery’ at its heart, the 2013 Festival continues that tradition. Our 35 seminars and eight hours of workshops are united by a single truth: that producing outstanding work always means taking a chance.

The shortlisted work on display throughout the Festival confirms that better than anything. It is rare to find so many daring ideas collected in one place, and even rarer to have the opportunity to meet so many of the people behind it. To all those who take home metal this year: rest assured, you have achieved something remarkable. And no less so our juries, who face the daunting task of sifting through the continent’s most outstanding work to discover the very best of the best. It is no mean feat, and their hard work and time could not be more appreciated. Thanks, finally, to you for joining us on our final year in this truly inspiring place. We hope that you’ll take that inspiration home with you.

PHILIP THOMAS

CEO, LIONS FESTIVALS 2


This year sees Eurobest return to Lisbon for the third and final year. Has it been worth it? The answer can only be a resounding ‘yes!’ When we set out, the goal was to integrate Eurobest’s tenure in Lisbon into a broader strategy for developing the city’s reputation as a creative place; a place with the ideal resources to inspire and promote creativity, at both an individual and a business level. We wanted to send a loud and clear signal to the industry that Lisbon is a serious contender in terms of advertising and communication. Over the past three years, it has become apparent that we have achieved that initial objective of altering the general view of Lisbon’s creative industries. Increased Portuguese and international delegate numbers year-on-year, alongside overwhelmingly positive feedback from those who attended, unquestionably confirm that; and all in spite of the political and economic turbulence the country has recently experienced.

With a content programme that grows bolder and more compelling every year, there’s no doubt that we will come to the end of our term as Eurobest’s hosts in great style. Once again, the learning on offer reflects the main trends and best work in the advertising and communication sector, while paying close attention to developments in creative areas adjacent to our own. For MOP, it has been wonderful to have been involved with this project. We sincerely hope and believe that its legacy will continue to shape the creative perception of our city, our industry and our people. It’s been a pleasure. Enjoy!

VASCO PERESTRELO LIONS FESTIVAL REPRESENTATIVE

CEO, MOP - MULTIMEDIA OUTDOOOR PORTUGAL

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PARTNERS & SUPPORTERS Hosted by

sponsored by

in association with

Arquitectura de Marca

pr partner 2X 5X 3X

Edelman Affiliate

Y

1X

FF DIN MEDIUM - Full Justify FF DIN REGULAR - Full Justify

Y

founding partner

media supporters

4

Network

FF DIN REGULAR - Full Justify

Angola

FF DIN REGULAR - Align Right

S達o Paulo

FF DIN REGULAR - Full Justify

BEO

Branded Entertainment Online

sapo.pt


10:00 - 10:30 | SEMINAR

Protein: ‘Generation Fail’ – What Taking Risks Really Means to Gen Y and the Millennial Youth

10:30 - 11:00 | SEMINAR

LOLA Lowe: Heart 2 Heart: from the Heart of Brands to the Heart of People

10:30 - 11:30 | workshop Rob Gray: Great Brand Blunders:

Learning from Epic Campaign Flops and Marketing Disasters

11:00 - 11:30 | SEMINAR DigitasLBi: Why Your Brand’s Approach to Talent Doesn’t Work Any More

11:45 - 12:15 | SEMINAR MPH: Collaborate/Create

december thursday 10:00 - 10:30 | SEMINAR Crispin Porter + Bogusky: Taking

Career Risks by Playing it Safe

11:00 - 11:30 | SEMINAR thenetworkone: Independent Agency

11:00 - 11:30 | SEMINAR Frucor: Taking the Bull by the Horns: Giants, 1D and Unicorns

11:45 - 12:15 | SEMINAR TBWA\Denmark: Social Conversations: an Etiquette Guide for Brands

12:15 - 12:45 | SEMINAR Forsman & Bodenfors: Creative

12:15 - 13:15 | workshop Jack Morton: The Experience Brief

12:15 - 13:15 | workshop Match & Candle: Supersonic: Faster

14:15 - 14:45 | SEMINAR Framestore: Polar Bears and Zero

Gravity – Tales of Risk, Images and Imagination to Inspire Consumers

14:15 - 15:15 | workshop Rob Gray: Great Brand Blunders:

Learning from Epic Campaign Flops and Marketing Disasters

Innovation - Better Solution

14:15 - 15:15 | workshop Tracks & Fields: Bands Are from Mars

and Brands Are from Venus? Using Songs in Commercials

14:45 - 15:15 | SEMINAR Cheil: No Such Thing as a Shopper State

Extreme Consumerland

Consumers

16:00 - 16:30 | SEMINAR Brothers & Sisters: Preparing Your

16:00 - 16:30 | SEMINAR Drive Productions: Roll Up! Roll Up!

16:00 - 17:00 | workshop Jack Morton: The Experience Brief

16:00 - 17:00 | workshop Match & Candle: Supersonic: Faster

20:00 - 01:00 | MAD SOUND AT THE HARD ROCK CAFE

12:15 - 12:45 | SEMINAR MOP: Art and Communication: Perspectives from a Street Artist

12:45 - 13:15 | SEMINAR Pereira & O’Dell: President’s Address:

What if Advertising Was Invented Today?

14:15 - 14:45 | SEMINAR MediaMonks: Digital Paralysis 14:45 - 15:15 | SEMINAR Kind: Finding The X Factor: a Lesson in

Meaningless in Itself: Creating Creative Brands

15:15 - 15:45 | SEMINAR BrandOpus: Reduce Risk, Don’t Ask

17:00 - 17:30 | SEMINAR Holler: Planning to Stand-up

Best People Are the Best People

14:15 - 14:45 | SEMINAR Sid Lee: 100% Certain. 100% Lies.

Creativity

15:15 - 15:45 | SEMINAR Sense Worldwide: Adventures in

Useful

11:45 - 12:15 | SEMINAR BBDO: President’s Address: Why the

Getting Emotional. From Norway

of Mind

16:30 - 17:00 | SEMINAR R/GA: Do, Don’t Say: Make Brands

Showcase

12:45 - 13:15 | SEMINAR New Moment Macedonia: Faith in

14:45 - 15:15 | SEMINAR Harris Tweed Hebrides: Eclectic & Universal

Client for the Zombie Apocalypse

10:30 - 11:00 | SEMINAR Draftfcb: Risk & Reward – Advertising

10:30 - 11:30 | workshop Tracks & Fields: Bands Are from Mars

Directors, Who Needs Them?

Advertising Currency

10:00 - 10:30 | SEMINAR BBH: How to Get Ahead in Advertising

with Purpose

12:15 - 12:45 | SEMINAR McCann Erickson: Creativity in Crisis

12:45 - 13:15 | SEMINAR Happiness Brussels: The New Brand

december friday

10:30 - 11:00 | SEMINAR Grey: Dancing with Failure

and Brands Are from Venus? Using Songs in Commercials

PROGRAMME

december WEDNESDAY

15:15 - 15:45 | SEMINAR Lambie Nairn: Being Creative is

16:00 - 16:30 | SEMINAR

ZenithOptimedia: 2038: Six Global Trends for the Next 25 Years

16:30 - 17:00 | SEMINAR

Cretive Social: Urban Artists: the Original Brave

18:30 - late | AWARDS CEREMONY AT Cinema São Jorge AND AFTER PARTY AT LUX

Tales of Risk, Spectacle and Illusion

Innovation - Better Solution

16:30 - 17:00 | SEMINAR MediaCom: Brands & Content: What

the Audience Think

17:00 - 17:30 | SEMINAR 180 Amsterdam: The Power of

Displacement

17:10 - 19:00 | networking DRINKS AT Cinema São Jorge

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FLOOR PLAN GROUND FLOOR

FIRST FLOOR BRANDED CONTENT & ENTERTAINMENT AND INTEGRATED SHORTLIST EXHIBITION

PR SHORTLIST EXHIBITION

PRESS CENTRE INTERACTIVE KIOSKS

TO FIRST FLOOR

TO GROUND FLOOR

WORKSHOPS

SEMINAR THEATRE FRIDAY PM ONLY

DESIGN SHORTLIST EXHIBITION

MEDIA SHORTLIST EXHIBITION

SEMINAR THEATRE

FILM AND CRAFT: FILM SHORTLIST EXHIBITION

CAFE ARCHIVE

ENTRANCE

BALCONY

REGISTRATION WORK (Print, Outdoor, Direct, Promo & Activation)

AVENIDA DA LIBERDADE

AVENIDA METRO STATION

6

HOTEL TIVOLI LISBOA


SEE THE WORK all the entries

THE SHORTLISTED WORK

The work on show around the Festival represents the most exciting creative communications coming out of Europe today. Selected by juries comprised of the industry’s biggest talents, the shortlisted and winning entries set the standard for European creativity. Interactive kiosks on the ground floor of the Cinema São Jorge provide the details of every piece entered into the Festival, including full credits.

The Shortlist Exhibition is a diverse showcase of European creativity, and a chance to discover more about the best work being produced around the continent, as judged by the Eurobest Juries. EXHIBITIONS Throughout the Festival, the Film, Print, Outdoor, Direct, Promo & Activation, Branded Content & Entertainment, Film Craft, Integrated, Media, PR and Design shortlisted work is on display in the various exhibition areas around and outside the Festival venue. ONLINE All the shortlists are also published on www.eurobest.com as they are made available: Thursday 5 December from 10:00 Print | Outdoor | Radio | Direct | Promo & Activation | Media | Design | PR | Interactive | Mobile | Film | Branded Content & Entertainment | Print & Poster Craft

INTERACTIVE KIOSKS The interactive kiosks show full details of the shortlisted work as and when it is released, with still images, audio and video clips where available. The shortlists are released as follows: Wednesday 4 December from 09:00 Print | Outdoor | Radio | Direct | Promo & Activation | Media | Design | PR | Interactive | Mobile | Film | Branded Content & Entertainment | Print & Poster Craft Friday 6 December from 09:00 Integrated | Film Craft

Friday 6 December from 10:00 Integrated | Film Craft

WINNERS

The 2013 winners are revealed onstage at the Awards Ceremony on Friday 6 December. This year, for the first time, the ceremony will take place in the Festival venue itself, the Cinema São Jorge. All the winning work can be found at www.eurobest.com from 10:00 on Saturday 7 December. 7


AWARDS CEREMONY 06 DECEMBER 2013 CINEMA SÃO JORGE

RECOGNISING EUROPE’S BIGGEST TALENTS Each year, the industry gathers at the Eurobest Awards Ceremony to celebrate and reward the year’s greatest creative achievements. The 2013 Ceremony will be held in the Festival venue itself, the Cinema São Jorge, allowing delegates to go straight from soaking up inspiration to seeing the coveted Eurobest trophies handed out. Doors open at 18:30 for pre-show drinks and canapés. The Ceremony kickS off at 19:30.

8

8


06 2013

december

For over 25 years Eurobest has been recognising the very best in the continent’s creative communications.

AFTER PARTY

THE AFTER PARTY LUX NIGHTCLUB

The Festival draws to a close with one final night of celebration at the Eurobest After Party. This year, it will be held at Lux, Lisbon’s most exclusive party spot. Coaches to the club will be leaving the Cinema São Jorge directly after the Awards Ceremony. Complimentary food and drinks will be available to delegates at Lux until midnight, when the club will open to the public and the party will continue alongside Lisbon locals. Delegates who’d like to make their own way to the After Party can find it at: Lux Avenida Infante Dom Henrique 1950-376 Lisbon Please note that there is no guaranteed entry to Lux for delegates after 23:00.

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THANKS

¢ Eurobest Advertiser of the year 2013 ≥ For more storytelling, contact our agency on betc.com and our screenwriters on canalplus.fr

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CANAL+

advertiser of the year

ADVERTISER OF THE YEAR

“Combining humour, originality and great storytelling, Canal+ has managed to perfectly portray the essence of its brand through its marketing endeavours. With creative bravery being the theme of Eurobest 2013, we congratulate Canal+ for being consistently courageous with their communications.”

Terry Savage Chairman, Lions Festivals

The Eurobest Advertiser of the Year award is presented annually to an advertiser born out of Europe that has truly broken the mould with its marketing, embracing and encouraging creative work from their agencies. This year the Festival will honour leading French broadcasting company Canal+. In recent years, working with its agency BETC in Paris, Canal+ has won two Eurobest Grands Prix, five Gold, two Silver and four Bronze awards. The first Grand Prix, in the TV/Cinema category, was awarded in 2009 for ‘The Closet’. The second Grand Prix was won in the Film Craft category in 2012 for ‘The Bear’. The award will be presented to Alice Holzman, Vice President, Marketing & Sales of Canal+ during the Eurobest Awards on 6 December in Lisbon.

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events

04

evening

wednesday / 20:00 - 01:00

mad sound at the hard rock cafE

This much-loved event returns to Eurobest for 2013 for an unforgettable first night, bringing musical acts from Lisbon’s agencies to the Hard Rock Cafe stage. Note that capacity is limited, so please arrive early and don’t forget your delegate badge.

Hard Rock CafE: Avenida Liberdade 2, 1250-144 Lisbon

Hosted in association with:

NETWORKING DRINKS

05

thursday / 17:10 - 19:00

Spend the second evening of the Festival getting to know your fellow delegates with a relaxed night of drinks and networking inside the Festival venue.

06

Cinema São Jorge, Avenida da Liberdade 175, 1250-141 Lisbon

friday: 22:00 until late

the eurobest after party

Once the Eurobest Awards conclude, the celebrations begin at the Eurobest After Party, hosted this year by Lux night club. Transport to the party will be available from the Cinema São Jorge following the Awards Ceremony, with complimentary food and drinks for delegates until midnight, when the club opens to the public. Make sure you get there early - there is no guaranteed entry after 23:00.

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Lux, Avenida Infante Dom Henrique, 1950-376 Lisbon


S seminar programme

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10:00 - 10:30 SPEAKER

William Rowe Founder, CEO Protein®

10:30 - 11:00 SPEAKERS

Amaya Coronado

Strategic Planning Director LOLA Lowe Madrid

Chacho Puebla

Partner, Creative Managing Director LOLA

december wednesday

04

PROTEIN

‘Generation Fail’ – What Taking Risks Really Means to Gen Y and the Millennial Youth

You can’t read a news site without some mention of a generation doomed to fail. Crippling education fees, no jobs, few prospects, lack of authority figures, moral bankruptcy – it’s a miracle kids of this generation are even bothering to try. But they are. Like no generation before, they are taking risks – the rise of the entrepreneur, multiple career changes, global relocation. Has seeming limitation morphed into a springboard for risky attitudes?

LOLA Lowe

Heart 2 Heart: from the Heart of Brands to the Heart of People

Observing where the world is heading, how people and clients are obsessed with rationalism and the idea of humans as being connected 24/7 and completely analytical, LOLA Lowe Madrid decided to take a step back to look at the big picture. Heart 2 Heart is an in-depth research project, built around video and great content that examines our emotions. By investigating the field of emotions and talking to over 40 industry experts, LOLA Lowe Madrid takes The Eurobest audience on a journey back to the emotional side in all of us. LOLA demonstrates the importance of emotions for decision making, especially purchasing decisions, brand preference and more importantly for building stronger relationships between people and brands – illustrated by great examples.

11:00 - 11:30 SPEAKERS

Chris Clarke

Chief Creative Officer DigitasLBi

Katherine Ryan Comedian

DigitasLBi

Why Your Brand’s Approach to Talent Doesn’t Work Any More

There is only one consumer brand in the Top 100 most subscribed-to channels on YouTube: it’s Red Bull, which is at No. 90, and is not even a consumer brand in the conventional sense. Many of the other 99 channels have built loyal and engaged audiences of millions with timely, inexpensive content – typically delivered by presenters who live and breathe the medium. Why aren’t more brands using talent to attract and cultivate their very own YouTube audiences? Chris Clarke, Chief Creative Officer of DigitasLBi, and outrageous comedian Katherine Ryan share their experiences of doing just that for Sony Mobile, in the form of The Take Out, a weekly show that gives the brand a regular, credible voice in entertainment.

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You’ll emerge with a blueprint for YouTube dominance for your brand*, illustrated by great examples. * Maybe.


december wednesday

MPH

Collaborate/Create

Details to be confirmed.

McCANN Erickson

Creativity in Crisis

In a Eurobest exclusive, McCann Truth Central, the business intelligence unit of McCann Erickson, shares findings from its latest research study: ‘The Creative Craft of Consumer Crisis’. This original research demonstrates how brands and companies measure up in the new sharing economy, with a focus on Portugal, Spain, Italy, Cyprus, Greece and Tunisia.

04 11:45 - 12:15 SPEAKER TBA

12:15 - 12:45 SPEAKER

Rodney Collins

Regional Director, EMEA, McCann Truth Central McCann Erickson

Who is sharing? What are brands and companies sharing? How are they sharing? How does this affect brand creativity? And does it make a difference to consumers?

Happiness Brussels

The New Brand Advertising Currency

Creative agencies can add priceless value to client brands by innovating products and services and using their digital communication skills to test the potential of “the prototype” among the right communities. Karen Corrigan believes that today advertising agencies have the opportunity to use their “imaginative minds” in a very different way. A way that is very valuable for clients as their R&D resources are reduced and marketing departments increasingly understaffed and overworked. In these circumstances, it is difficult for advertisers to continuously invent, research and develop new concepts.

12:45 - 13:15 SPEAKER

Karen Corrigan

Co-founder, CEO Happiness Brussels / BLISS mobile&interactive

The intelligent step for ad-kind is product and service creation by prototyping for brands. Karen demonstrates why prototype R&D is a precision exercise to be the fastest and the first with meaningful innovation for both clients and their audiences – and that by using prototyping as an exact science you can instantly prove your idea has audience resonance. In fact the intelligent mixing of prototyping and digital advertising allows phenomenal speed of testing a new idea with the right communities and knowing whether you’re going in the right direction. It also creates a new reason for agencies to exist for clients. This can be a solution to finding the new business model the whole industry is looking for.

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14:15 - 14:45 SPEAKERS

Jon Collins

President of Integrated Advertising Framestore

Simon Whalley

Executive Producer, Head of Digital Framestore

december wednesday

04

Framestore

Polar Bears and Zero Gravity – Tales of Risk, Images and Imagination to Inspire Consumers

Taking a risk has always been at the heart of great creative work. But what happens when the risk is as much about the distribution as it is the creative? How do brands navigate this new landscape and find the creative solutions to allow them to engage more meaningfully and more immediately with their customers? The world of advertising is rapidly changing and our expectations as consumers are changing at the same rate. Find out how Framestore has evolved over the last few years to help provide these solutions to brand challenges, drawing on a legacy of award winning visual imagery in commercials and features and a range of diverse skillsets, creative processes and business practices to help create a new Golden Age of Opportunity.

14:45 - 15:15 SPEAKER

Mark Hogarth

Creative Director Harris Tweed Hebrides

Harris Tweed HEBRIDES

Eclectic & Universal

Over the past six years, Harris Tweed has experienced a significant renaissance and now sails at the vanguard of the heritage movement in fashion/style. Several pop-culture moments — an article in a Japanese in-flight magazine, a BBC 4 documentary on Highland crafts, a fashion collection and a certain fictional time traveller with a blue Police box — helped ignite the rediscovery of this ancient fabric that has been weaved on the Scottish isles for centuries. Once a staple in the wardrobe of the Edwardian gentleman, Harris Tweed can now be found on the high street — yet it still retains its first principles of craftsmanship and ethical production values. While conquering the high street, Harris Tweed has also maintained its position as a premium fabric, and is cultivating lucrative markets in Russia and Japan, which each pose their own challenges. All this had to be achieved while avoiding a ‘Burberry Moment’. Harris Tweed shares its experience and discoveries as it completes its five year image makeover. The product has remained the same, despite criticism of being monolithic. The perception of the product has changed. The key to this success was down to not using words like “re-brand”. This session features mini case studies of key moments in the Harris Tweed journey, including the tipping-point moment of The Topman collection, and include how the star players of the product — the Weavers, the mystical landscape and colours of the yarn — all played their part in this rebirth.

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december wednesday

Sense Worldwide

Adventures in Extreme Consumerland

Consumers are demanding bold innovation with every new product. Apple recently lost 25% of its value as investors punished its lack of new ideas. If it can happen to Apple, it can happen to you. The problem with big companies is not having ideas - it’s bringing them to market.

04 15:15 - 15:45 SPEAKER

Brian Millar Head of Strategy Sense Worldwide

At the heart of the matter: research kills brave ideas. Average consumers can tell you how your current products and services are doing. But they are often resistant to change, as Malcolm Gladwell pointed out in his Aeron chair story in ‘Blink’. The chair died in research because average consumers couldn’t get over its lack of leather. But it got made because some more creative consumers loved it. How can research help sell bold ideas within your company — and to the consumer? By looking beyond your regular customers to the fringes. Out there are the hackers, the early adopters, the extreme users who will cocreate your products, inspiring you instead of shooting you down. Sense Worldwide has sought out extreme athletes and a blindfolded Kung Fu master for Nike. It’s sourced dominatrixes to help transform blister products, and Brazilian transsexuals to transform the way depilation cream is marketed. For an haircare manufacturer they brought in a Pagan witch to talk about air cleansing rituals and herbs. The results: its clients — big corporates such as Nike, Samsung, PepsiCo and Vodafone — are able to make big leaps in product development, repositioning and even restructuring their organisations. Average consumers tell you what you already know. They bring validation. Extreme consumers can give you a whole new way of thinking about your category. They bring inspiration. And if you’re looking for that big, transformative idea, inspiration may be the most valuable thing your company can buy.

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16:00 - 16:30 SPEAKER

Juliet Haygarth

Managing Director, Partner Brothers & Sisters

december wednesday

04

Brothers & Sisters

Preparing Your Client for the Zombie Apocalypse

No one came into the profession thinking, “I really want to produce work that’s a bit meh, a bit vanilla, that makes no impact on the world and sinks without a trace.” So how come we don’t see brave creative work that often? The occasional breakthrough shines like a lighthouse across a lacklustre sea of work that is often boring, weirdly familiar or just a little bit disappointing. It’s a whole new world out there. Recession and the pressure on budgets and jobs. The ‘always on’ shifting media landscape and the move from broadcasting messages to managing conversations. The balancing of brand, ROI and an increasing reliance on data and metrics. All of these things have come together in the last 10 years and made it more difficult for creatively brave work to ever see the light today. So what can be done? Selling creatively brave ideas requires an ability to promote the safety of risky situations, psychological management skills and a client that can hold their nerve. Sometimes you have to help hold it for them. This session explains how your agency can make that happen, and how these circumstances provided the opportunity to create the creepiest campaign of 2013. This is the story of a nine-month journey into the zombie apocalypse, and features exclusive video contributions from leading industry figures.

16:30 - 17:00 SPEAKER

James Temple

Vice President, Managing Director, Executive Creative Director R/GA London

17:00 - 17:30 SPEAKERS

James Kirkham

Co-founder, Holler, Global Head of Mobile and Social Leo Burnett Worldwide

Jonathan Fraser Head of Planning Holler

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R/GA

Do, Don’t Say: Make Brands Useful

Getty Images has been on a mission to engage people: creative professionals, online media folk and normal folk. By focusing on utility and value exchange, it’s managed to get talked about and create a lasting presence in the social space. This talk showcases The Feed, an innovation that R/GA has developed for Getty Images, that uses data to power a real-time social publishing platform.

Holler

Planning to Stand-up

Ever wondered what the best creative planners and the best stand-up comedians have in common? Probably not, but you should, as their approach to their work is extremely similar. That’s why planners at Holler are sent to stand-up comedy workshops and asked to perform at comedy clubs. James Kirkham and Jonathan Fraser explore the similarities across the three core areas of planning: uncovering insights, crafting those insights to meet a brief, and the final delivery to clients. The session demonstrates the importance of unlocking the inner comedian with the aim of creating a Secret Society of Stand-ups within advertising.


december THURSDAY

Crispin Porter + Bogusky

Taking Career Risks by Playing it Safe

The average tenure of today’s CMO is 18-22 months. One major driver is the fear of taking creative risks. Ironically, it is the problem of producing mediocrity that is the true risk.

05 10:00 - 10:30 SPEAKER

Darin Brown

President, Europe Crispin Porter + Bogusky

As members of a society, our brains are hardwired to fit in, to conform. That’s why so many people dress the same way, have the same hairstyles and are uncomfortable to be the ones that stand out in a crowd. This fear of being different seems to permeate marketing departments every day. Many clients seem to buy advertising the same way they buy clothing – gaining comfort from what their peers are doing. And yet, ironically, as a consumer, this same human brain is programmed to filter out everything that is known, accepted and routine. If your marketing becomes habitual and conforms to the category norms, no one will notice you. If you are mimicking the same conversation as your competition, you’ll be ignored. If you change the conversation you become the story teller. If you want to achieve cut-through and relevance you need an idea and execution that stands out, that is different and challenges convention. This brings us back to the first point: if you are a CMO and you like your job, the safest thing you can do is take a creative risk. If, on the other hand, you want to be unemployed, take a risk and do what everyone else is doing.

Grey

Dancing with Failure

Six years ago, Grey was the place creatives went to die. Now it’s one of the most awarded agencies in the world. Grey’s New York President and Worldwide Chief Creative Officer, Tor Myhren, opens up about breaking rules, heroic failures, creativity killers and radical collaboration.

10:30 - 11:00 SPEAKER

Tor Myhren

President, Worldwide Chief Creative Officer Grey

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11:00 - 11:30 SPEAKERS

Adam Butters

Associate Strategy Director Albion London

Cameron Strahorn Marketing Director V Energy International

december THURSDAY

05

Frucor

Taking the Bull by the Horns: Giants, 1D and Unicorns

Taking on an established brand in a competitive sector requires bravery, innovation and creative thinking. As the number one energy drink in Australia and New Zealand, V Energy was way beyond the start-up phase, but past success wasn’t enough to make a mark in Europe. To be creatively brave and take new risks requires a healthy dose of positive energy, and lots of it. If only someone had worked out a way to bottle it… In a dual presentation with Albion, this is a chance to hear the V Energy mission to spread positive energy, even in the murky, anonymous world of the social media comment. A man jumping from space is all well and good, but how many brands can say they’ve helped out the world’s biggest pop band deal with some internet trolls as a campaign benefit?

11:45 - 12:15 SPEAKERS

Andreas Borg Hansen Global Social Media Lead Carlsberg

Benjamin Borch Hansen Business Director TBWA

TBWA\Denmark

Social Conversations: an Etiquette Guide for Brands

Developed in association with Carlsberg, TBWA’s Motley platform won a Gold Innovation Lion at Cannes. The background to this exciting project is a lesson in telling stories at the speed of culture. There is a growing need for brands to publish relevant content as they continue to try and engage consumers in a long-term relationship. An easy way for to stay relevant is to post timely content, but this creates a major challenge, as to make the most of passing memes a brand has to post several times a day and often within a critical timeframe to stay relevant to the conversation. This is where a platform like Motley, developed in association with Carlsberg, comes in. But posting timely content is only part of the story. Adopting this new conversation process involves a significant element of risk, as general approval processes fail - either by being too slow or by being ignored. This session explores the new ways brands can react, engage and provoke.

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december THURSDAY

Forsman & Bodenfors

Creative Directors, Who Needs Them?

Well, Forsman & Bodenfors doesn’t. Because it never had any. In their words: “OK, we admit that sometimes on juries or seminars we may have pretended to be creative directors, or executive creative directors, or chief creative officers, because that makes us seem more important. But we’re not. “The simple truth is that we are art directors and copywriters. We’re all craftsmen. And there is no hierarchy among crectives at this agency.”

05 12:15 - 12:45 SPEAKERS

Anna Qvennerstedt Copywriter, Senior Partner, Chairman of the Board Forsman & Bodenfors

Silla Levin

Art Director, Senior Partner Forsman & Bodenfors

Some people may wonder how it works. How do you run an agency without creative directors? How does the work get filtered? Who makes the decisions? And how do you make a career? If you want to know, this is where you’ll find out.

New Moment Macedonia

Faith in Creativity

Discover the backstory and long-term results of this ground-breaking, award-winning campaign that tackled deep-rooted religious tensions dating back centuries. Dusan Drakalski investigates the logistics of involving religious leaders from the Islamic and Christian communities.

Sid Lee

100% Certain. 100% Lies.

Many creative agencies claim that they are competent and capable partners in their client’s success. They say they understand how to deliver true value, to wield commercial creativity with ruthless force and diligent fervour; to valiantly set sail upon the sea of sameness, hoping somehow to wash up upon an exotic and uncharted shore. They say these things with 100% certainty. Sid Lee says: 100% lies.

12:45 - 13:15 SPEAKERS

Dusan Drakalski

Executive Creative Director New Moment Macedonia

14:15 - 14:45 SPEAKERS

Mac Macdonald President, Partner Sid Lee Amsterdam

Simon Wassef Head of Strategy Sid Lee Amsterdam

Doug Perkul

Managing Partner Sid Lee Amsterdam

Because the truth is: we don’t know. And anyone who says they do these days looks a little like a pantomime horse dressed up in a unicorn suit. What if we admitted that it’s perfectly OK not to have any idea what lies ahead? What if we admitted that change is the only constant? The truth is, our only way forward is a fundamental re-assessment of the business we are in; a transformation for the better and for all. And Sid Lee can guarantee 100% it has the answer to this challenge. Come chat with Sid Lee at Eurobest and judge for yourself. 21


14:45 - 15:15 SPEAKERS

Simon Hathaway

President, Shopper Marketing Cheil

Daniele Fiandaca Head of Innovation Cheil

december THURSDAY

05

Cheil

No Such Thing as a Shopper State of Mind

“This is a new era and a new balance, and it demands a new formula. Shopper marketing is a significant growth area and the next biggest battleground for retailers.” So says Sir Martin Sorrell. Today, the real battle is being fought at the point where retail and technology converge. Only those that deliver next generation shopper marketing will win, and currently, it’s only the brave that are exploring how new technology is changing how we shop. Simon Hathaway, President, Shopper Marketing and Retail Operations at Cheil, and Daniele Fiandaca, Cheil’s Head of Innovation, prove their point with a live audience experiment that proves just how agile we’ve all become as shoppers. Learn how the leading brands in Korea – currently at the cutting edge of shopper engagement – are pushing the boundaries of creative bravery in a world where aconsumers expect retail to be everywhere, instant and personal.

15:15 - 15:45 SPEAKER

Nir Wegrzyn Founder, CEO BrandOpus

BrandOpus

Reduce Risk, Don’t Ask Consumers

Marketing is all about the consumer and how to get them to choose you. We know that. That’s why we’re all here. To do that, over the past 40 years marketing has told us again and again that we need to ask the consumer what they think and want. There is a hidden assumption around marketing that we need to do this in order to remove risk. But how do we reconcile this with the latest thinking from behaviour scientists - that listening to the consumer is not helping us or removing risk when we develop brands? Consumers’ decision-making is not cognitive, not rational, they do not know what they will do and asking them is a cheap and unreliable way, that instead of removing risks, stops us from knowing how to take real creative decisions. So what is the alternative?

16:00 - 16:30 SPEAKERS

Ben Fender

CEO, Founder Drive

Imogen Hammond Creative Director Drive

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Drive Productions

Roll Up! Roll Up! Tales of Risk, Spectacle and Illusion

In the world of experience and physical creativity, there is a myriad of unknowns and glitches that can derail creative vision. Extra pressure comes from a collective client mind-set that demands a ‘world first’ with every occasion. This session is the story of nail-biting risk, played out on the largest canvases and using genuinely ground-breaking technology fresh from the lab. It’s a mixture of old tricks and new technologies: a modern day version of the carnival illusion show. Expect game show constructs, noise, lights and world firsts from the creative technology front line. This is the perfect session for those who think big and bold, where animation, content production, projection and architecture collide.


december THURSDAY

MediaCom

Brands & Content: What the Audience Think

With ever more advertisers funding and producing television content, this session reveals the fascinating results of a major new study, backed by Oxford University, that for the first time asks viewers around the world (via a poll run by IPSOS MORI in the US, Hong Kong and UK) what they actually think of shows that are created this way.

05 16:30 - 17:00 SPEAKER

Alex Connock

Managing Director Shine North, Oxford University

Nick Cohen

Managing Partner, UK Head of MediaCom Beyond Advertising MediaCom

The answer: hard evidence that audiences are a lot more positive than regulators, broadcasters and even brands often believe. Presenting the findings is the study’s author Alex Connock, experienced television producer and visiting fellow at Oxford. Joining him to discuss the implications, risks and opportunities for brands is Nick Cohen, UK Head of MediaCom Beyond Advertising.

180 Amsterdam

The Power of Displacement

An exploration into how creative bravery flourishes through displacement and migration. The term ‘migrant’ has sometimes been used as a negative – but today migrant communities are powering great economic, cultural and creative change. People who move countries can see things that the existing populations simply don’t see – and that fresh perspective creates new ideas, new business and new opportunities. They have a creative bravery that often far exceeds that of the existing population. 40% of Fortune 500 companies were founded by migrants. It is a topic that is hot right now – Mark Zuckerberg is campaigning for more migrant rights, and Borderless Economics is part of the conversational zeitgeist.

17:00 - 17:30 SPEAKERS

Luis Figo Footballer

Al Moseley

President, Chief Creative Officer 180 Amsterdam

180 Amsterdam is an organisation of migrants who have come from all over the world to be together and look at the world in a different way. This session explores this power of the migrant and the new global migrant nation - its economic, cultural and creative influence. This includes screenings of custom-made interviews, exclusive to Eurobest, with celebrities and talents from the world of business, music, sport, design, advertising and filmmaking about how being a migrant has made them more brave creatively and delivered greater results. Internationally renowned footballer Luis Figo takes part in an onstage interview about his experience as a migrant and the instances of creative bravery demanded and created by his career.

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10:00 - 10:30 SPEAKERS

Ben Shaw

Social Strategy Lead BBH London

Gwyn Jones

Group Chief Executive Officer BBH

10:30 - 11:00 SPEAKERS

Simon White

Chief European Planning Officer Draftfcb

Humberto Polar

Vice President, Chief Creative Officer Mayo Draftfcb Peru

december FRIDAY

06

BBH

How to Get Ahead in Advertising

Gwyn Jones has grown up at Bartle Bogle Hegarty. He was one of the first intake of graduates that the agency hired in 1987. He is now the Group CEO. Ben Shaw is also a BBH grad. Like Gwyn, his career has been shaped at BBH, but at a very different period for the industry. Ben is only at the foothills of his career, but he has already seen the industry evolve beyond traditional into digital, social and product/service design. This talk examines the contrasting perspectives that Gwyn and Ben have of the industry, and their shared vision of what must be done to ensure that it is in the best health when Ben’s generation reach the top.

Draftfcb

Risk & Reward – Advertising with Purpose

Think of any great campaign and behind it you will see a clear intent, a resolve, a purpose. It could be as simple as to raise a smile or as complex as stopping child abuse, but it is there, at its very core. Out of 17 categories at Cannes Lions 2013, 12 Grand Prix winners were executions with a societal cause underpinning it. Draftfcb’s most successful campaigns over the last year have included standing up for LGBT rights with Oreo, creating clean water in the Peruvian desert with UTEC and driving animal adoption with Mini. All of these were designed to sell a product, but also to give back to the community. These ideas pushed the limits of creativity, tested the nerve of clients and challenged established ideas of what is possible. To cut through the noisy advertising landscape, the industry must do away with the indulgent Mad Men stereotype once and for all. Draftfcb truly believes that when agencies do more and give more, becoming more humanistic, campaign effectiveness improves. After all, 86% of people believe business should invest equally in business and society and 66% prefer to buy from companies with a strong CSR program. In this seminar, Draftfcb explores creative ideas that hold to this principle, the science behind its driving behaviours, and how we can work together with clients towards a fiscally and socially beneficial goal.

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december FRIDAY

thenetworkone

The Independent Agency Showcase

Julian Boulding, Founder of thenetworkone and publisher of ‘The World’s Leading Independent Agencies’, returns to Eurobest to present The Independent Agency Showcase this year, featuring Bruketa & Žinic from Croatia and The Newtons Laboratory from Greece. While much of Europe has faced the worst financial crisis in living memory, two agencies from southern Europe are fighting back! Demonstrating extraordinary bravery and inspiring creativity, Bruketa & Žinic and The Newtons Laboratory explain how independent agencies should not only adapt to survive, but change to flourish.

06 11:00 - 11:30 SPEAKERS

Julian Boulding Founder, President thenetworkone

Davor Bruketa

Co-founder, Creative Director Bruketa&Žinic

Nikola Žinic

Co-founder, Creative Director Bruketa&Žinic

Leonidas Arvanitis

Creative Director The Newtons Laboratory

Yannis Liveris

Senior Art Director The Newtons Laboratory

This is a must-see seminar with two amazing stories from people who’ve dared to be different – don’t miss it.

BBDO

President’s Address: Why the Best People are the Best People

The best people are always afraid of being fired while the mediocre ones are always shocked when they are (and other random observations about creativity, leadership, and how to make things happen).

MOP

Art and Communication: Perspectives from a Street Artist

Nowadays creativity comes more and more from different places, in different forms and from different people. Street art reflects the consequences of this changing environment in the art world, and demonstrates how art communicates with people.

11:45 - 12:15 SPEAKER

David Lubars

BBDO North America Chairman, Chief Creative Officer

12:15 - 12:45 SPEAKERS

±MAISMENOS± Street Artist

Vasco Perestrelo

CEO Multimedia Outdoors Portugal

As an OOH (out-of-home) company, working in the street/transport/ outdoor environment, MOP follows the realities and trends of its environment. That’s why MOP will this year welcome one of today’s most creative street artists: ±MAISMENOS± ( meaning “plus minus”). ±MAISMENOS± was born in Porto and his work embodies marvellously the intersection between the art and the media/communication/advertising worlds. In fact, initially, ± presented himself as a brand against brands with a utopian mission being the antidote to advertising. Nevertheless, today ± is well known for using the power of the media as well as the “new tools” of the digital revolution in his work. Hear his unique perspectives on advertising, media, communication and more.

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12:45 - 13:15 SPEAKER

PJ Pereira

Chief Creative Officer, Co-founder Pereira & O’Dell

december FRIDAY

06

Pereira & O’dell

President’s Address: What if Advertising Was Invented Today?

Bravery? No. Let’s talk about fear. The fear of opening a new shop. Of trying (like everyone else did before you) to make it so different that it may not even make sense as a business. Or end up doing more of the same and have people laugh at you. Join the still-afraid Branded Content & Entertainment Jury President PJ Pereira through his journey to creating his agency, the struggles he faced and what he has learned from what some might call a silly undertaking. PJ describes his fight to create an agency that doesn’t care about reinventing the industry, but still treats each assignment as if they knew very little about how advertising is supposed to be. A five-year long fight with many won and lost battles, but also a recent triple Cannes Lions Grand Prix success to make him think that maybe - just maybe - he is on to something.

14:15 - 14:45 SPEAKERS

Victor Knaap

Partner, Managing Director MediaMonks

Wesley ter Haar

Founder, Chief Creative Officer MediaMonks

MediaMonks

Digital Paralysis

Digital advertising is being paralysed by possibilities. As early witnesses to worldwide trends, MediaMonks noticed that digital production is getting shinier but not smarter. Fear of drop-off points and the increasingly blurred boundaries between digital devices are causing downscales in creative bravery. Reach has come to rule, and ubiquity is being mistaken for uniformity. Advertising used to push boundaries when it came to digital. It redefined interaction, innovation and invention. The stereotype of geeks working in a basement creating weird and wonderful things was a reality: reach was accomplished by doing something amazing. Today, the industry instead relies on the monotony of media-buys. In reality however, reach does not equate to engagement. And engagement is what activates a consumer. Innovation in itself can be sexy. In the right hands it enables creative bravery, which can stimulate conversations organically. Conversations in digital equate to shares; shares to virality; virality to reach. And organic reach equates to genuine engagement. It’s possible to combine today’s blockbuster possibilities with the innovation and experimentation from back in the day. So what is the future? What are the exciting trends to watch at the moment? Who and what do we see informing the future? Digital no longer needs to be personal-device-driven. Digital is redefining relationships (between things, not just people). Today, digital must learn from its past and rediscover its creative bravery, or risk crippling its future.

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december FRIDAY

Kind

Finding the X Factor: a Lesson in Getting Emotional. From Norway

What is your X Factor? How can it help you succeed? The Kind philosophy of conceptual branding is about finding that all-important X Factor and getting that message out there.

06 14:45 - 15:15 SPEAKER

Tom Emil Olsen

CEO, Creative Director, Founding Partner Kind

This X Factor is about creating engagement, arousing emotion and this session shows even the most unlikely brands can find an emotional touchstone: sadness, joy, anger, loyalty, laughter, frustration, pride and many other emotions. The DNA of a unique, differentiated brand is far more than just a logo, a typography set and colour palette. Kind believes in brands that tell a story and convey a message. Brands should appeal just as much to the heart as they do to the intellect. Kind has a clear goal that its brands and itsconcepts should be imbued with the X Factor, no matter what category or sector that brand is from. Every brand has the potential to be “One of a Kind”, be it prawns, drains or a coffee shop.

Lambie-Nairn

Being Creative is Meaningless in Itself: Creating Creative Brands

What does creative bravery mean? What about taking ailing sellers of widgets and cables… and turning them into Europe’s most loved music hosts? Taking a group of 11 attackers and defenders and turning them into a worldwide phenomenon? Or turning the story of a group of 60s toothpaste peddlers into a fashion and style trend for a whole new generation?

15:15 - 15:45 SPEAKER

Adrian Burton

Executive Creative Director Lambie-Nairn

So just how do you do it? By making them more than simply what they do; by turning customers into fans. In this highly visual and thought-provoking session, Lambie-Nairn shares its ideas about achieving this with insightful, imaginative and impactful creativity. Lambie-Nairn showcases work with creative bravery at its core, including: Mad Men, FC Barcelona and O2. All these brands put their customer (be it an advertiser, ticket buyer or subscriber) at the heart of everything they do. And don’t be fooled — none of this has just happened. It’s all done by meticulous planning. These are creative brands, managed by creative people, doing creative things. 27


16:00 - 16:30 SPEAKER

Guy Abrahams

Strategic Planning Director ZenithOptimedia

16:30 - 17:00 SPEAKER

Mark Chalmers

Curator, Founder, Creative Social thegarageamsterdam.com

december FRIDAY

06

ZenithOptimedia

2038: Six Global Trends for the Next 25 Years

In October, ZenithOptimedia celebrated its 25th anniversary. The best way to mark this important milestone was, of course, to look forward to a next 25 years that will be even better. It created a futures project to look at how the world will change by 2038, asking how the world’s economies will develop, how societies will change, how advances in technology will improve our daily lives and how we might enjoy entertainment in the years to come‌ and, crucially, what these changes mean for the world of marketing and brand communications. ZenithOptimedia has distilled this world of exciting change into six key future trends.

Creative social

Collaborate/Create

There are no rules; there are codes of honour. There is no media buy but site specific installations. There is no brand but your own ideals. There is no budget; there is just ambition.

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W eurobest workshops

29


10:30 - 11:30 14:15 - 15:15 SPEAKER

Rob Gray

Author, Journalist

december wednesday

04

Rob Gray

Great Brand Blunders: Learning from Epic Campaign Flops and Marketing Disasters

Let’s hear it for the F-word that no advertiser thinks is sexy: failure. Even the greatest brands make a mess of their marketing from time to time. From crass advertising to stupid stunts, via botched brand extensions, illjudged promotions, shameless fakery and terrible targeting, it’s all too easy for brands to inflict reputational damage on themselves. This is truer than ever in today’s conversational, social media age in which brands are held instantly accountable for their behaviour in the court of public opinion. So for the smart marketer, the secret to avoiding a calamitous faux pas lies in learning from the missteps made by others. In his eagerly awaited forthcoming book ‘Great Brand Blunders – The Worst Marketing and Social Media Meltdowns of All Time…and How to Avoid Your Own’, Rob Gray explores almost 200 examples of marketing misadventures spanning Europe, North America, South America, Asia, Africa and Australasia. This workshop, based on Rob’s meticulous research for the book, takes a fun yet insightful look at the reasons behind some notable brand disasters and provides useful tips on steering clear of trouble. Informal discussion of the causes of blunders and best way to fix them will be a fundamental part of the session.

12:15 - 13:15 16:00 - 17:00 SPEAKERS

Tim Elliott

Executive Creative Director Jack Morton

Tim Leighton

Creative Strategy Director Jack Morton

Jack Morton

The Experience Brief

As the Information Age gives way to the Era of Engagement, what does it take to stop thinking communications campaign and start thinking brand experience? What should brands be asking of their agencies and what sorts of conversations do agencies need to start having with their clients? Jack Morton, one of the world’s leading brand experience agencies, invites clients and agencies alike to a workshop all about understanding what it takes to craft a new type of brief: The Experience Brief. Because consumers ignore communications and expect experience. And a new breed of ideas demands a new definition of problems to solve.

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december THURSDAY

Tracks & Fields

Bands Are from Mars and Brands Are from Venus? Using Songs in Commercials

The use of songs by real artists, from the super-obscure to the super-famous, is becoming increasingly popular with brands wanting to rise above the noise and distinguish themselves from their competitors. Bands are also looking at advertisers as a new way to reach audiences. But there are a number of challenges, from creative to legal to financial, that have to be overcome.

05 1030 - 1130 14:15 - 15:15 SPEAKERS

Christian Mix-Linzer CEO Tracks & Fields

From the creative point of view, we first need to identify what music can do for a film and for a brand. It is not only a question of using a song versus a custom composition, but also a question of whether to use an unknown artist, something that is currently trending or a famous piece that everyone knows. Second, we have to find the right piece of music: a perfect band/ brand fit can help turn consumers into fans, while a wrong turn can mean embarrassment. A sound creative strategy needs to be backed up by a sound procurement strategy: who you are talking to and when and what you are asking for can make or break your song use and the process can look confusing and misleading. Knowing that process and speaking the language of “the other side” is essential to getting the “yes” you need. The good news: the essentials can all be learned in this workshop.

Match & Candle

12:15 - 13:15 1600 - 1700

This workshop introduces participants to ‘rapid prototyping’, an innovative technique that’s deployed in the field of industrial design to quickly generate breakthrough product and service concepts, ideas and experiences.

SPEAKER

Supersonic: Faster Innovation - Better Solution

By the end of the session, participants will have built – and branded – innovative solutions for some very big social challenges, and marketing professionals will have the experience of working further upstream on tough problems. Marketing effectiveness today depends more on a differentiated product offering than it does on marketing communication itself. The product or service IS the marketing. Clients still need creative thinking and effective storytelling, but in more mission-critical areas of their business.

Steven Overman Founder, CEO Match & Candle

Logos may be used black on yellow or white reversed out of black. These are to show options only - do not use as squared up logos.

Designed and prepared by steptoandson.co.uk © 2013.

For more formats please contact Leslie@steptoandson.co.uk

This fast-moving workshop explains the concept of rapid prototyping, and show you how to work fast and trust your smarts. Learn how to bring the technique to clients as a means of developing strategic and creative relationships. Participants will leave able to apply their creative and storytelling talents in new ways that will add value to their clients and to their own careers, while having a positive social impact on their world. 31


Proud sponsor of the Eurobest Young Marketers Academy

SINCE 1912


eurobest young marketers academy SPONSORED BY

Shaping the next generation of marketers Following its highly successful launch at last year’s Festival, the Eurobest Young Marketers Academy sponsored by McCann returns in 2013 to bring three days of targeted learning to young professionals working for client companies across Europe. Tackling the most pressing industry issues head-on, the Young Marketers Academy is designed to help the upcoming generation of brand communicators to apply creativity for tangibly improved business results.

THE TUTOR Returning to lead the academy for the second year is Alex d’Arte. A highly-regarded academic specialising in communications and marketing, he teaches at the Institute of Visual Arts, Design and Marketing in Lisbon and around the world.

THE PROGRAMME

Throughout his career, Alex has worked for an impressive range of multinational companies in Portugal and Brazil, such as TBWA, Saatchi & Saatchi, Ogilvy, W/Portugal, W/Brazil, Lowe and BrandiaCentral.

• The impact of digital

Topics covered include:

• Why creativity matters for today’s successful brands • Creative effectiveness • The ‘modern’ brand • Managing the creative process and the client-agency relationship

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eurobest YOUNG ACCOUNT EXECUTIVE ACADEMY Dedicated learning for the rising stars of account management Launched in 2012, the Young Account Executive Academy is an exciting programme tailored to inspire Europe’s young agency account executives to lead ground-breaking creativity. The course’s content has been carefully curated to provide the hands-on tools of the trade to motivate, sell and realise the type of work that makes agencies famous.

THE PROGRAMME Topics covered include:

The 21st century brand

A contemporary context for strategic development

You and your team

Confidence in leading the strategic dialogue

The hidden agenda

Understanding of the elements of desire and how to connect

From data to magic

The process of aligning insight

The killer brief

Leading breakthrough thinking; hands-on brief writing workshop

Realisation of the power of desire Desire-fuelled, idea-based strategy

It’s all about you

Key takeaways to go back to work and be a change-maker

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THE TUTOR Kevin Allen, one of the industry’s most accomplished growth professionals, will once again lead this year’s Academy. Kevin spent two decades at the top of McCann-Erickson, the Interpublic Group and Lowe Worldwide. He led the transformative “Priceless” campaign for MasterCard, and has worked with brands including AT&T, General Electric, JP Morgan Chase, Johnson & Johnson, Pfizer, The RitzCarlton, Smith Barney and Wendy’s. Kevin is founder of business development company [re:kap]; author of The Hidden Agenda: A Proven Way to Win Business and Create a Following; and a visiting lecturer at universities including the Columbia University Graduate School of Business, among others.


YOUNG CREATIVES COMPETITION SPONSORED BY

SHOW THE INDUSTRY WHAT YOU CAN DO

HOW THE COMPETITION WORKS

The Eurobest Young Creatives Integrated Competition offers Europe’s budding creative talent the chance to showcase their skills to their peers and Europe’s industry leaders. Teams consisting of two young creatives are given just two days to come up with an original and inspired integrated campaign. Although challenging and intense, it’s an unparalleled opportunity to make a name in the industry.

Each year, a charity appointed by Eurobest sets a brief. The teams then race against the clock to answer it with an integrated campaign using at least three different media, before presenting to an elite jury of senior industry figures. First, second and third places will be selected, and the first place winners will collect their prize at the Eurobest Awards Ceremony on Friday 6 December. Each member of the winning team will receive a free registration to Eurobest 2014.

Competition Briefing Competition Deadline Presentations

4 December: 15:00 5 December: 18:00 6 December: 09:00 onwards

The competition takes place at the Hotel Tivoli.

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categories

37


eurobest 2013 categories

FILM A. PRODUCT & SERVICE A01 Savoury Foods A02 Sweet Foods A03 Alcoholic Drinks A04 Non-Alcoholic Drinks A05 Household A06 Home Appliances & Furnishings A07 Cosmetics & Beauty A08 Toiletries & OTC Pharmacy A09 Clothing, Footwear & Accessories A10 Miscellaneous A11 Cars A12 Other Vehicles, Auto Products & Services A13 Home Electronics & Audio-Visual A14 Retail Stores A15 Restaurants & Fast Food Outlets A16 Travel, Transport & Tourism A17 Entertainment & Leisure A18 Publications & Media A19 Banking, Investment & Insurance A20 Business Equipment & Services A21 Commercial Public Services A22 Corporate Image A23 Public Health & Safety A24 Public Awareness Messages A25 Fundraising & Appeals B. OTHER FILM CONTENT B01 Internet Film B02 Other Screens B03 Interactive Film

PRINT A. PRODUCT & SERVICE A01 Foods A02 Drinks (Alcoholic & Non-Alcoholic) A03 Household A04 Home Appliances & Furnishings, Electronics & Audio-Visual A05 Cosmetics & Beauty, Toiletries & Pharmacy A06 Clothing, Footwear & Accessories A07 Miscellaneous A08 Cars & Automotive Services A09 Retail Stores, Restaurants & Fast Food Outlets A10 Travel, Transport & Tourism 38

A11 A12 A13 A14 A15 A16 A17

Entertainment & Leisure Publications & Media Banking, Investment & Insurance Business Equipment & Services Commercial Public Services Corporate Image Fundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness Messages

OUTDOOR A. BILLBOARDS & STREET FURNITURE A01 Foods A02 Drinks (Alcoholic & Non-Alcoholic) A03 Household Home Appliances & Furnishings, Electronics & A04 Audio-Visual A05 Cosmetics, Beauty, Toiletries and Pharmacy A06 Clothing, Footwear & Accessories A07 Miscellaneous A08 Cars & Automotive Services A09 Retail Stores, Restaurants & Fast Food Outlets A10 Travel, Transport & Tourism A11 Entertainment & Leisure A12 Publications & Media A13 Banking, Investment & Insurance A14 Business Equipment & Services A15 Commercial Public Services A16 Corporate Image A17 Fundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness Messages B. POSTERS B01 Foods B02 Drinks (Alcoholic & Non-Alcoholic) B03 Household B04 Home Appliances & Furnishings, Electronics & Audio-Visual B05 Cosmetics, Beauty, Toiletries and Pharmacy B06 Clothing, Footwear & Accessories B07 Miscellaneous B08 Cars & Automotive Services B09 Retail Stores, Restaurants & Fast Food Outlets B10 Travel, Transport & Tourism B11 Entertainment & Leisure B12 Publications & Media B13 Banking, Investment & Insurance


eurobest 2013 categories

B14 B15 B16 B17

Business Equipment & Services Commercial Public Services Corporate Image Fundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness Messages C. AMBIENT C01 Bars, Restaurants & Stores C02 Small Scale Special Solutions C03 Special Build C04 Stunts & Live Advertising C05 Transit C06 Digital Outdoor D. INTEGRATED D01 Integrated Campaigns Led by Outdoor

RADIO A. PRODUCT & SERVICE A01 Food & Drink A02 Household A03 Home Appliances, Furnishings, Electronics & Audio Visual A04 Cosmetics & Beauty, Toiletries & Pharmacy A05 Clothing, Footwear & Accessories A06 Miscellaneous A07 Cars & Automotive Services A08 Retail Stores, Restaurants & Fast Food Outlets A09 Travel Entertainment & Leisure A10 Publications & Media A11 Banking, Investment & Insurance A12 Business Equipment & Services A13 Commercial Public Services A14 Corporate Image A15 Public Health & Safety, Public Awareness Messages & Charities B. CRAFT B01 Best Use of Music and/or Sound Design B02 Best Scriptwriting B03 Best Use of Radio as a Medium

INTERACTIVE A. WEBSITES & MICROSITES A01 Fast Moving Consumer Goods A02 Cars & Automotive Services A03 Other Consumer Products (Including Durable Goods) A04 Travel, Entertainment, Leisure & Retail (Including e-Commerce and Restaurants) A05 Financial, Commercial Public Services, and Healthcare & Medical A06 Publications & Media A07 Business Products & Services A08 Advertising & Media A09 Corporate Information A10 Charities, Public Health & Safety & Public Awareness Messages B. DIGITALLY LED INTEGRATED CAMPAIGNS B01 Digitally Led Integrated Campaigns C. BANNERS And OTHER RICH MEDIA C01 Static (still image with or without text) C02 Animated C03 Interactive C04 Page Take-Overs C05 Floating C06 Video C07 Other Rich Media D. CRAFT D01 Copywriting D02 Music/Sound Design D03 Animation D04 Interface & Navigation D05 User Experience D06 Illustration and Graphic Design D07 Photography D08 Video D09 Best Use of Technology E. OTHER INTERACTIVE DIGITAL SOLUTIONS E01 Branded Utility E02 Community Applications E03 Games E04 Other Digital Channels F. VIRAL ADVERTISING F01 Viral Marketing and Email Advertising, e-Cards etc. G. ONLINE VIDEO G01 Video G02 Interactive Video 39


eurobest 2013 categories

DIRECT A. BEST USE OF DIRECT MARKETING A01 Flat Mailing A02 Dimensional Mailing A03 Ambient/Alternative Media A04 Best Use of Digital Media in a Direct Campaign A05 Best Use of Other Digital Platforms in a Direct Campaign B. STRATEGY B01 Acquisition & Retention B02 Best Low Budget Campaign C. PRODUCT/SERVICE CATEGORIES C01 Fast Moving Consumer Goods (Including Alcoholic and Non-Alcoholic Drinks) C02 Cars & Automotive Services C03 Other Consumer Products (Including Durable Goods) C04 Travel, Entertainment, Leisure & Retail (Including e-Commerce and Restaurants) C05 Financial Services & Commercial Public Services C06 Publications & Media C07 Business to Business: Products & Services C08 Corporate Image & Information C09 Charities, Public Health & Safety & Public Awareness Messages D. INTEGRATED CAMPAIGN D01 Best Integrated Campaign Led by Direct Marketing

MEDIA A. BEST USE OF MEDIA A01 Best Use of Screens A02 Best Use of Print A03 Best Use of Outdoor A04 Best Use of Ambient Media: Small Scale A05 Best Use of Ambient Media: Large Scale A06 Best Use of Special Events and Stunt/ Live Advertising A07 Best Use of Digital Media A08 Best Use of Other Digital Platforms (Including Mobile Devices) A09 Best Use of Social Media Marketing B. PRODUCT & SERVICE B01 Fast Moving Consumer Goods B02 Cars & Automotive Services B03 Other Consumer Products (Including Durable Goods) 40

B04 Travel, Entertainment, Leisure & Retail Including e-Commerce, Restaurants B05 Financial Services, Commercial Public Services, Business Products & Services B06 Publications & Media B07 Corporate Image and Information B08 Charities, Public Health & Safety & Public Awareness Messages C. USE OF INTEGRATED MEDIA C01 Use of Integrated Media

PROMO & ACTIVATION A. BEST USE OF PROMO & ACTIVATION A01 Event & Field Marketing A02 Best Use of Merchandising/In-Store Marketing A03 Best New Product Launch/Re-Launch/ Shopper Marketing A04 Best Use of Broadcast in a Promotional Campaign A05 Best Use of Print or Standard Outdoor in a Promotional Campaign A06 Best Use of Digital Media in a Promotional Campaign A07 Best Use of Other Digital Platforms in a Promotional Campaign B. PRODUCT & SERVICE B01 Fast Moving Consumer Goods B02 Cars & Automotive Services B03 Other Consumer Products (Including Durable Goods) B04 Travel, Entertainment, Leisure & Retail (Including e-Commerce & Restaurants) B05 Financial Services, Commercial Public Services, Business Products & Services B06 Publications & Media B07 Corporate Image & Information B08 Charities, Public Health & Safety & Public Awareness Messages C. INTEGRATED CAMPAIGN C01 Best Integrated Campaign Led by Promo & Activation

DESIGN A. CORPORATE OR BRAND IDENTITY A01 Corporate Identity Schemes A02 Posters A03 Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards A04 Calendars A05 Stationery


eurobest 2013 categories

A06 Publications A07 Self Promotion A08 Promotional Item Design A09 Typography A10 Broadcast Design & Graphics A11 Digital Design B. ENVIRONMENT DESIGN B01 Retail B02 Installation and Enviroment Brand Experience B03 Live Events B04 Wayfinding & Signange B05 Point of Sale C. PACKAGING DESIGN C01 Foods C02 Drinks C03 Non-Food C04 Structural Design D. PRODUCT DESIGN - CONSUMER ELECTRONIC GOODS AND ACCESSORIES D01 Medium Business D02 Large Business

PR A. TECHNIQUE A01 Best Use of Digital PR A02 Best Use of Social Media A03 Best Use of Live Events, Stunts, Celebrity Endorsements A04 Best Use of Sponsorship A05 Best Launch or Re-Launch A06 Best Use of Media Relations B. SECTORS & SERVICES B01 Consumer Products (Including Durable Goods) B02 Consumer Services B03 Corporate Reputation B04 Non-Corporate B05 Public Affairs C. BEST CAMPAIGN C01 Best Integrated Campaign Led by PR

FILM CRAFT A01 A02 A03 A04 A05 A06

Animation Visual Effects Art Direction/Production Design Cinematography Direction Sound Design

A07 A08 A09 A10 A11

Script Editing Best Use of Music Best Production Value Casting

PRINT & POSTER CRAFT B01 B02 B03 B04

Art Direction Copywriting Illustration Photography

MOBILE

Sponsored by

A. MOBILE A01 Mobile Websites and Web Applications A02 Mobile Applications and Other Downloadable Tools A03 Viral Marketing & Messaging for Mobile A04 Mobile Games A05 Rich Media Advertising for Mobile Devices B. INTEGRATED CAMPAIGN B01 Integrated Mobile Campaigns: Communication Between Mobile and Other Media C. CRAFT C01 Best Visual Design/Aesthetic C02 Best User Experience C03 Best Content Created for Mobile

BRANDED CONTENT & ENTERTAINMENT

A01 Best Fictional Program, Series or Film where a Client has successfully Created a Drama, Comedy or Miniseries Around a Product or Brand A02 Best Non-Fiction Program, Series or Film where a Client has successfully Created a Reality, Documentary or Light Entertainment Show Around a Product(s) or Brand(s) A03 Best Brand or Product Integration Into a Feature Film, Existing TV Show and/or Series A04 Best Use or Integration of User-Generated Content A05 Best Use or Integration of Experiential Events A06 Best Use or Integration of Music A07 Best Use or Integration of Offline Media Such as Print, Outdoor etc. A08 Best Use or Integration of Gaming A09 Best Use or Integration of Digital or Social Media A10 Best Integrated Content Campaign 41


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JURY FILM, PRINT ANd Print & Poster Craft

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We asked the jury, “What’s the funniest thing about your country?”

PRESIDENT’S MESSAGE

Eurobest is Europe’s leading creative awards competition. So our Film, Integrated and Print juries will be mining for transcendent, inspiring storytelling that snaps heads back. And that has run legitimately for legitimate clients.

JURY PRESIDENT

It’s that simple and that challenging.

BIOGRAPHY

At Cannes Lions, David Lubars served as the Titanium Jury President in 2006 and Film and Press Jury President in 2009. He was also Chair of the TV/Cinema, Print, Radio and Integrated juries at Spikes Asia 2010.

DAVID LUBARS CHAIRMAN, CHIEF CREATIVE OFFICER

BBDO NORTH AMERICA USA “The movie ‘Team America’ sums up everything funny about us.”

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We asked the jury, “What’s the funniest thing about your country?”

PEDRO BEXIGA

TAPSA Y&R SPAIN

FUEL LISBOA PORTUGAL

EXECUTIVE CREATIVE DIRECTOR

“I arrived in Spain only four months ago. Everyone should feel this funny about their country at least once.”

EXECUTIVE CREATIVE DIRECTOR

“We discuss sushi during a barbecue or a great stew while having wonderful seafood. Who wouldn’t, with great food like ours?”

“Our princess runs a school for people that believe in angels but we’re the largest exporters of black metal in the world.”

RICHARD DENNEY

GRAEME HALL

DLKW LOWE UNITED KINGDOM

180 AMSTERDAM THE NETHERLANDS

EXECUTIVE CREATIVE DIRECTOR

“From Shitterton in Dorset to Titty Hill in West Sussex, Brits have a sense of humour when it comes to naming places.”

TAL RIVEN

CHIEF CREATIVE OFFICER

ADLER CHOMSKI & WARSHAVSKY GREY ISRAEL “Israelis are sure they know everything about everything. And they’re right.”

STIG BJOLBAKK

CREATIVE DIRECTOR

CREATIVE DIRECTOR

“It might be called the Lowlands, but there are an awful lot of people who are incredibly high.”

PAUL SERVAES

SMFB OSLO NORWAY

MARIA LAMKE

SENIOR ART DIRECTOR

GRANATH HAVAS SWEDEN

“We use baby spoons instead of forks for cakes and pies and such.”

ANDREA STILLACCI

EXECUTIVE CREATIVE DIRECTOR

PRESIDENT, CREATIVE DIRECTOR

PUBLICIS BRUSSELS BELGIUM

HEREZIE FRANCE

“In Belgium, surrealism is a reality.”

film, print and print & poster craft jury

SUSANA ALBUQUERQUE

“The French invented the hot air balloon. They also invented the parachute. They definitely know what a ‘plan B’ is.”

GERRIT ZINKE

EXECUTIVE CREATIVE DIRECTOR

THJNK GERMANY

“Germans don’t go to church on Sundays. The uniting nationwide rite is to gather around the TV at 20.15 to watch the crime series ‘Tatort’.”

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OFFICIAL REPRESENTATIVE

BE

CREATIVE

INOUTDOOR MOP EM PORTUGAL e-mail geral: info@mop.pt Tel. Geral: +351 21 114 17 00 | Fax: +351 21 114 17 50/1 Ed. Prime Avenida da Qta Grande, 53 , 3ยบA 2610-156 Amadora 46 www.mop.pt MOP MULTIMEDIA OUTDOORS PORTUGAL

MOP EM MOร‡AMBIQUE - IMAGINATION Tel: +258 21 487 022 | Fax: +258 21 487 23 Avenida Kenneth Kuanda , 264 Sommerschield, Maputo - Moรงambique


JURY outdoor and radio

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We asked the jury, “What’s the funniest thing about your country?”

PRESIDENT’S MESSAGE

Aaah... radio. I began my career as a copywriter for Radio. It’s a great way to learn concision and evocation. Yes, what we hear everyday can sometimes be quite dreadful but radio can also be magic. Is the jury going to find some wonderful work this year? Watch this space.

JURY PRESIDENT

Producing Outdoor is one of the hardest exercises there is. Add to that the difference of opinion between the old-school and the modern about digital outdoor or rather different forms of expression in the street and I expect there to be some really interesting debates. I am very happy to take on the role of President of the jury. I’m not under pressure about the quality of the work that will be awarded (I have no doubts about that), but rather about the quality of the exchanges that we will have. I love creativity, but I love the people behind it more!

BIOGRAPHY

President and Chief Creative Officer of BETC Paris since 2007, Stéphane Xiberras began his career as a copywriter. In 1999, he joined BETC as Creative Director. His tenure as President has seen the agency win over 150 awards including Cannes Lions, D&AD, Eurobest, Andy Awards, ADC, The One Show and Club des AD, to mention a few.

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STÉPHANE XIBERRAS PRESIDENT, CHIEF CREATIVE OFFICER BETC FRANCE “Take two French people who meet abroad, and within ten minutes they will be talking about…food! Guaranteed!”

Stéphane is in charge of, among others, the CANAL+ account, and is behind the multi-award-winning spot “The Bear” (awards include the Cannes Lions Film Craft Grand Prix, 2012). “The Bear” was the most awarded film in 2012 and in the entire history of the Gunn Report. He is also behind “The Closet” which was the most awarded film of the year in 2010 (Gunn Report). Other CANAL+ films that Stéphane has worked on include the 2006 “March of the Emperor” (ranked eighth Most Awarded Ad Worldwide, Gunn Report 2006).

Digital, BETC Music, BETC Luxe, BETC Design and BETC Content. Recognised for 18 years as a leading agency in terms of creativity, innovation and effectiveness, BETC holds a unique place in the industry. It was ranked second most creative agency in the world in the 2010 Gunn Report.

BETC Paris was founded in 1994 and today has 700 employees, with renowned clients such as Air France, Peugeot, Lacoste, Evian, Kraft, Van Cleef & Arpels and McDonald’s. Over the years, the agency has built up expert entities in different fields, such as BETC

In 2010 he founded BETC Academy, the agency’s internship programme

Stéphane is also the inventor of CAI (Creative Artificial Intelligence), a unique software robot that creates ads and effectively demonstrates the downsides of the industry.

that runs twice a year for two months, offering young talents the opportunity to develop through senior mentorship and to work with actual clients. In 2012 Stéphane founded the BETC Start Up Lab, a commando unit within the agency, exclusively dedicated to start-ups. The aim of the lab is to see new companies grow faster, stronger and sooner. By applying the agency’s knowledge of brand storytelling to their product or service, the lab helps them transform into brands and build a value platform.


We asked the jury, “What’s the funniest thing about your country?”

MCCANN LONDON UNITED KINGDOM

CAN FAGA

CREATIVE DIRECTOR

LOWE ISTANBUL TURKEY

“The British Rabbit Council.”

“What cracks me up the most in Turkey is how people can get outstandingly creative when they swear. ”

NICOLA LAMPUGNANI

KATRINE JO MADSEN

TBWA ITALY

UNCLEGREY DENMARK

EXECUTIVE CREATIVE DIRECTOR

“The funniest thing about Italy? Mmmm, let me say: Italy itself!”

SENIOR CREATIVE

“Danes are the happiest people on Earth. And we have the world’s oldest amusement park. Coincidence?”

NUNO JERÓNIMO

PARTNER, CREATIVE DIRECTOR

O ESCRITÓRIO PORTUGAL

“Portugal has long been regarded as a country of fearless navigators. Yet our ancestors remained home.”

JOHAN H. OHLSON

EXECUTIVE CREATIVE DIRECTOR

SAATCHI & SAATCHI ROMANIA

“Bulă, a Communist Era fictional character. He was also voted the 59th Greatest Romanian of all time.”

MARIUSZ PITURA

THOMAS STRERATH

ALISTAIR THOMPSON

JWT WARSAW POLAND

OGILVY & MATHER GERMANY

DEMNER MERLICEK & BERGMANN AUSTRIA

CREATIVE DIRECTOR

“Poles are the greatest patriots. We love Italian cooking, German cars, Czech beer, and the British sense of humour.”

CEO

“The funny thing about the Germans is that we talk about ourselves in the third person.”

CREATIVE DIRECTOR

outdoor and radio jury

ROBERT DOUBAL

CO-PRESIDENT, CHIEF CREATIVE OFFICER

“It might be disappointing, but approximately 95% of all Austrians can’t yodel. And you won’t see any kangaroos.”

VESA TUJUNEN CREATIVE DIRECTOR

DDB HELSINKI FINLAND “Funniest thing in Finland is our summer. Both days.”

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JURY DIRECT AND PROMO & ACTIVATION

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We asked the jury, “What’s the funniest thing about your country?”

PRESIDENT’S MESSAGE Direct, Promo & Activation have been on a dramatic journey. It wasn’t so very long ago that these three amigos were at the bottom of the food chain, creatively speaking. They were the hard working, unglamorous cousins of advertising. Some of that reputation was justly deserved. Creativity was often viewed as an optional extra and originality with suspicion by an industry that did things by the book - usually books written by old blokes who liked rules. Yet to some creatives the conservatism and ‘best practice’ that stifled great ideas was a challenge to do something brave and different. So, in the same way that students used to take bad small space ads and make them better for their portfolios, creatives with a passion for big, brave, bold ideas started to move into Direct, Promo & Activation. Now, far from being at the bottom of the creative pecking order, they are among the most exciting and innovative areas in which to work.

JURY PRESIDENT

EMMA DE LA FOSSE Executive Creative Director Ogilvyone UNITED KINGDOM “The English are natural queue formers. In fact, they will join a queue without knowing what everyone is queuing for. Behavioural scientists call this ‘Social norming’ but we’ve been doing it for decades.”

It’s easy to forget that many of the best and most powerful campaigns in the last decade, from “The Best Job in the World” to Nike+, are Direct or Activation campaigns. They are all superb examples of how creative is key to making people do things. Effectiveness, in other words. Awards have played a key role in helping to raise the creative bar. They gave visibility and publicity to work that, by its very nature, was only ever seen by its target audience. But more importantly, they recognised and rewarded the bravery and the tenacity of those souls who believed that Direct, Promo & Activation should be just as creative as traditional brand advertising - if not more so. So, our duty as the Eurobest 2013 jury will be to carry on what’s been started; to recognise creative ideas which make people act, ideas which genuinely drive the industry forward, and to make sure ‘boring’ never gets a toe hold again.

BIOGRAPHY While skipping lectures at Chelsea College of Art and Design one afternoon, Emma de la Fosse heard a radio programme about an advertising and copywriting course. She interviewed and won a place. Eleven years and four ad agencies later, a brief dalliance with Direct and Digital resulted in a long-standing affair with those mediums, as they offered the chance ‘to make work that makes people do things’. Together with her partner Charlie Wilson, Emma has won Gold at every

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major festival including Cannes Lions, D&AD, The One Show, The Clio Awards, Campaign and the DMA. She is a regular face on the judging circuit too. Under her creative leadership, OgilvyOne London has been voted ‘Direct Agency of the Year’ three years running as well as regularly topping the new business league thanks to a long line of coveted account wins. Her loves include old Beetles, maps, learning to code and anything David Droga does.


We asked the jury, “What’s the funniest thing about your country?”

SENIOR ART DIRECTOR

MOMENTUM SWEDEN

MARION COMBALUZIER

DIETER DE RIDDER

BABEL FRANCE

DUVAL GUILLAUME MODEM BELGIUM

CO-FOUNDER, BRAND CONTENT DIRECTOR

SENIOR COPYWRITER

“We’d rather not sit next to a stranger on the bus and never look at one in an elevator – you will seem crazy if you do.”

“Why would you ask this question to someone living in a world leader in antidepressant consumption?”

HALLVARD FJELDBRAATEN

RODRIGO GRALHEIRO

BRAM HOLZAPFEL

LLOWBANK NORWAY

PROXIMITY DIGITAL PORTUGAL

RAPP AMSTERDAM THE NETHERLANDS

“Our language. It’s the only language spoken as you inhale. But not every word we talk when we exhale too.”

“We believe everything is wrong with Portugal, though if a tourist asks us we will say that it’s #The-Best-Country-Ever.”

“Our no-nonsense approach to life. We also paint ourselves orange and dance till dawn for our king and our football team.”

CREATIVE, PARTNER

ENGIN KAFADAR

EXECUTIVE CREATIVE DIRECTOR

GREY ISTANBUL TURKEY

“Even the most ignorant Turkish man has the self-confidence to answer the most complicated questions.”

GRISCHA RUBINICK CREATIVE DIRECTOR

EXECUTIVE DIRECTOR

MARTA LLUCIÀ

EXECUTIVE CREATIVE DIRECTOR

DOMMO SPAIN

“When it comes to paying, there are always fights between friends. Everyone wants to pay.”

“The game that we call ‘shit yourself rich’. We divide a field into a grid and bet on where the cow will have its first shit.”

CREATIVE DIRECTOR

direct and promo & activation jury

ANNSOFIE ANTONCIC

COSIMO MOELLER

EXECUTIVE CREATIVE DIRECTOR

SERVICEPLAN CAMPAIGN 2 GERMANY

“The invention of the cuckoo clock; garden gnomes as an army in every front garden; the national dish: döner kebab.”

ALEXANDER RUDAN

EXECUTIVE CREATIVE DIRECTOR

PUBLICIS SWITZERLAND

HAVAS WORLDWIDE VIENNA

“Switzerland is funny. Funny as in, ‘Please make sure the campaign works in all three official languages.’”

“‘Maybe’ is our favourite answer. A waitand-see attitude is the fabric of society. Consistent with being the world’s number two beer-drinking nation? Maybe. ”

AUSTRIA

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Com o SAPO, saiba tudo o que se passa no mundo do cinema: estreias, trailers, cartaz, notícias dos atores, passatempos e até os filmes que estão quase a começar perto de si. Aceda ao SAPO Cinema no seu smartphone, fazendo o download grátis da aplicação através da leitura do QR Code. Como vê, o SAPO está prontinho para a ação. 54

Aplicação SAPO Cinema

http://cinema.sapo.pt


JURY media

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We asked the jury, “What’s the funniest thing about your country?”

PRESIDENT’S MESSAGE There has never been a more exciting and yet challenging time to be working in Media. The enormous, fundamental changes in technology present us with incredible opportunities to engage ever more empowered consumers. And yet, these opportunities are coming to the fore at a time of ongoing economic uncertainty, and at a time when all of us are experiencing real pressure to deliver exceptional results. Such times demand really smart strategic thinking; outstanding creative ideas; and effective media solutions that guarantee outstanding ROI.

JURY PRESIDENT

BELINDA ROWE Global Managing Partner ZenithOptimedia UK/GLOBAL “The “British reserve”. Brits always understate and never quite say what they are really thinking. “Yes, it was quite pleasant”, actually means “Wow, that was truly amazing”.”

I feel honoured to be leading the Media jury at such a pivotal time for the industry. I am hugely excited about the new work we are likely to see: campaigns that make a virtue of owned media, brand storytelling though amazing digital and video content, and media partnerships that take paid media into new and brave territories.

BIOGRAPHY Belinda Rowe has been Global Managing Partner at ZenithOptimedia since 2010. A member of the Global Executive, Belinda leads the development of ZenithOptimedia’s global client partnerships and products and has overall responsibility for the marketing of the agency. Prior to joining ZenithOptimedia Worldwide, Belinda was CEO of ZenithOptimedia Australia – the agency she founded in 1999. Belinda had been running Publicis Mojo and took on the challenge of creating ZenithOptimedia’s network office in Australia, which she built from scratch to become the fifth biggest media agency in the market. Having started her career on the creative agency side at Leo Burnett Australia, Belinda has worked with many major clients, including Qantas, Nestlé, L’Oréal, Lion Nathan, Telstra, Twentieth Century Fox and News Corporation.

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During her time leading agencies in Australia, Belinda played an active role in shaping the country’s advertising industry. Having been elected to the board of the Advertising Federation of Australia in 2008, she went on to become Chair of the AFA and then led an industry-wide move to unite advertising, PR, production and digital under one newly created trade body, the Communications Council.

Belinda has been a leading force in the organisation that represents female leaders in Australia - Chief Executive Women – and was on the board of both UNICEF and the World Swimming Championships in Australia.


We asked the jury, “What’s the funniest thing about your country?”

LAURENT FOISSET

MEC SWEDEN

UM MEDIABRANDS FRANCE

CEO

“Swedes fear conflict. They only show anger when in a car, or through anonymous post-its in public spaces.”

MANAGING DIRECTOR

“We love to hit the streets with demonstrations for change… while hoping that nothing will change.”

ESTER GARCIA

MANAGING DIRECTOR

ARENA MEDIA SPAIN “The most fun things we have are our people, our bars and our night. Rather, people in bars at night. ”

ERDAL KALE

AMI KEDEM

MARJOLEIN LAEKEMAN

FORMERLY VIVAKI TURKEY

SMART MEDIA ISRAEL

AEGIS MEDIA BELGIUM

PRESIDENT

“The funniest thing about my country is that everything is last minute. It makes people more creative.”

CEO

“Although it’s very small, Israel is always mentioned in the media and is popular throughout the world.”

BROADCAST SPECIALIST MANAGER

“Our symbol is a peeing boy, we have three languages, six governments, and over 1000 beers. Cheers!”

NICOLAS NOTH

BERNARDO RODO

BEATHE STANGELAND EIDE

PHD SWITZERLAND

OMD PORTUGAL

MEDIACOM NORWAY

“Switzerland is the heart of football (FIFA) and the birthplace of humanity (Red Cross), yet it also has over 20 languages and no common grammar. ”

“A Roman general said, ‘In Eastern Europe there is a strange people; they don’t govern themselves and don’t allow others to govern them.’”

“This fall it’s ‘The Fox’, a video to promote The Ylvis Show. It’s given us the answer to the question, ‘What does the Fox say?’ Hatee-hatee-hatee-ho! ”

NIKI VAN WIJK

SVEN WEISBRICH

IPROSPECT THE NETHERLANDS

UNIVERSAL MCCANN GERMANY

EXECUTIVE MANAGING DIRECTOR

DIRECTOR MARKETING AND STRATEGY

“The funniest thing is that visitors actually think we wear wooden shoes (clogs). We don’t any more, with the exception of farmers.”

MANAGING DIRECTOR

media jury

DANIEL COLLIN

MEDIA DIRECTOR

CEO

“Germans don’t even have the time to procrastinate.”

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Featuring enhanced functionality and a fresh look and feel, the redesigned Cannes Lions Archive is the ultimate tool for finding inspiration, potential clients and new talent.

For your guided tour of the Archive, visit the team at the São Jorge Café during the Festival.

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JURY interactive and mobile

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We asked the jury, “What’s the funniest thing about your country?”

PRESIDENT’S MESSAGE

If I had been told at the start of my career that the advertising industry would become a technology induced machine, I would have never believed it. To be honest, if I had been told technology would become a sea of tablets and mobile phones in today’s society, that science would give life to machinery that only seemed possible in our wildest dreams, I NEVER would have believed it! Advertising and communication are becoming so malleable and personable; it still continues to surprise me every day. The industry is changing and our mediums are changing as well. Today, we are driven by data and are a click away from discovering new information every minute. However, in all this data-driven madness, we must not forget innovation and creativity, we must not let go of our spanking mad ideas and we must not forget to take risks. I think Interactive and Mobile communications are vital to these ongoing changes and are becoming the safe keepers of originality and boldness.

JURY PRESIDENT

MATIAS PALM-JENSEN European Chief Innovation Officer McCann Worldgroup Europe “We have a new religion in Sweden called Zlatanism”

This is why Eurobest is incredibly important. It pushes us to be creatively unique. I am honoured to be part of Europe’s leading creative communications festival and I am excited to have the opportunity of discovering Europe’s 2013 Interactive and Mobile content, which I know is going to be breathtaking. I just can’t wait.

BIOGRAPHY Matias Palm-Jensen, creative heavyweight and founder of Swedish digital agency Farfar, is now at McCann Worldgroup Europe as European Chief Innovation Officer. When asked why McCann Worldgroup hired Matias, Linus Karlson, Chairman and Chief Creative Officer, simply said, ‘He is Matias – one of the most creative minds in the business. He has the innate ability to ‘see around corners’ like no one else I know, and has incredible foresight.”

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Matias has been involved in the creative and digital world of advertising since the beginning of the digital era. Working for MTG and the Swedish media mogul, Jan Stenbeck, he developed and produced one of the first and biggest European web portals in 1992.

In 1996, Matias started his first digital agency, Spiff Industries, a well recognised and award winning Swedish shop, with a focus on the Scandinavian market. Matias then moved on and founded Farfar (Swedish for “grandfather”) in 2000 to expand to global brands, giving clients a platform and channel in the new digital space. Global clients included Diesel, Absolut and Nokia. Farfar immediately had award-winning success. In 2001, within just a year of its founding, Farfar began winning at Cannes, continuing to win various Cannes Lions for nine consecutive years. The Diesel “Heidies 15 MB of Fame” campaign won a Grand Prix in 2007

and the agency also won a Grand Prix in Cannes for Milko with the “Music Machine” campaign. The last campaign Matias was part of with Farfar was “The World’s Biggest Signpost” for Nokia. In 2010 at Cannes, this campaign won eight Lions in five different categories. It was also recognised by The Gunn Report as the most award-winning piece 2011. As an esteemed member of the creative community, Matias has served as a jury member and chairman at various major awards shows. At Cannes Lions, he has served as a judge three times in the last decade, including for the Titanium and Integrated Lions.


We asked the jury, “What’s the funniest thing about your country?”

FILIPA CALDEIRA

BETC DIGITAL FRANCE

FULLSIX IBERIA PORTUGAL

“It’s bad luck to say “good luck”; instead we say “merde”, meaning “shit”. So I say “shit” to all Eurobest’s entrants.”

CEO

“We say we have Europe’s longest bridge, the world’s oldest bookstore and the biggest wave ever surfed!”

MARGA CASTAÑO

EXECUTIVE CREATIVE DIRECTOR

WYSIWYG SPAIN

“Spain, that country of confusion for some Hollywood scriptwriters.”

NATALIA GORINA

ANDERS HOLM

SOPHIA LINDHOLM

TVIN MEDIA RUSSIA

TRY/APT NORWAY

FORSMAN & BODENFORS SWEDEN

PRODUCER

“We’re creative: we know bears walk the streets but nobody uses them in advertising, and nobody’s seen them!”

DENNIS MAY

MANAGING DIRECTOR CREATIVE

DDB TRIBAL DÜSSELDORF GERMANY “A funny thing? From Germany? ”

WESLEY TER HAAR

COPYWRITER

“People on roller skis.”

JENS MORTIER

CREATIVE DIRECTOR, PARTNER

MORTIERBRIGADE BELGIUM

“Our agencies win endless trophies; yet here’s how our government promotes us: belgiumbeyondexpectations.be”

“In August, otherwise sensible people wear silly hats while eating crayfish, drinking schnapps and singing.”

DAVID PETERMANN

EXECUTIVE CREATIVE DIRECTOR

WUNDERMAN PXP AUSTRIA

“There are still no kangaroos in the Alps.”

STEVE VRANAKIS

FOUNDER, CHIEF OPERATING OFFICER

EXECUTIVE CREATIVE DIRECTOR

“The Social SinterKlaas Soul Searching (our slightly racist version of Santa Claus). Befriend a Dutch person on Facebook or you’re missing out!”

“Big Ben is not a clock; it’s actually the name of the 13 ton bell.”

MEDIAMONKS THE NETHERLANDS

CREATIVE DIRECTOR

interactive and mobile jury

IVAN BECZKOWSKI

PRESIDENT, CREATIVE DIRECTOR

GOOGLE CREATIVE LAB UNITED KINGDOM

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Eleita Superbrand 2013 Por trás de uma Superbrand está uma super equipa.

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SUPERBRANDS · MARCAS DE EXCELÊNCIA EM PORTUGAL 2013


JURY design

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We asked the jury, “What’s the funniest thing about your country?”

PRESIDENT’S MESSAGE

JURY PRESIDENT

As Jury President I am excited and honoured to work with the Design jury, and to challenge ourselves as strongly as the powerful European design talents, in order to be part of innovation and progress. I believe excellent design is more than only a pretty picture; it is an amazing tool to transform innovative ideas and visions into tangible realities. Intelligent design can represent the ambitions of our society in every form and discipline. Creative thinkers and designers are the agents of our future ambitions, and are able to increase purpose by beauty - and to strengthen beauty by purpose.

BIOGRAPHY Gesina Roters is Co-founder and Creative Partner at Day Creative Business Partners - a blend between business consultancy and design agency. Day was established in 2007 and has offices in Amsterdam, Dubai and New York. Born and raised in Berlin, she studied Graphic and Communications Design in the same city. After working there as a designer for a couple of years, she moved to The Netherlands to achieve an extensive career as an art and creative director in branding and interior architecture at several agencies such as FutureBrand and QuA Associates.

GESINA ROTERS Co-founder, Creative Partner Day Creative Business Partners B.V.

THE NETHERLANDS

“The Netherlands are the only nation in the world I know who so successfully claims one single colour: orange. Nice - only most of us live in the illusion, wearing orange from top to toe would fit the average Dutch skin tone.”

She is passionate about reinforcing the connections between spatial, graphic, and digital media, with a focus on branding and retail. Based on strong strategic thinking, Gesina excels in approaching her work with a holistic view, always balancing on the border between all disciplines of design. She has built up an extensive multidisciplinary portfolio of long-term client relationships with brands such as Orange, Nike, Bugaboo, PON Automotive, Van Gogh Museum, Rijksmuseum, MTV Networks, The

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Dubai Mall, Abu Dhabi Terminals and LiveNation. Gesina has significant experience in judging design work, having been a juror for the Design Lions, Dutch Design Award, Dubai Lynx and the Art Directors Club Netherlands. She is also well practiced in speaking on the subject of design, having given lectures at several conferences and educational institutes in retail and branding.

Her work has been recognised with awards and nominations at home and internationally, including multiple Red Dot Awards in the Best of the Best category alongside the Dutch Design Awards and ADCN Award. Day has twice received the Financial Dagblad Gazelle Award for fastest-growing company.


We asked the jury, “What’s the funniest thing about your country?”

CREATIVE DIRECTOR/ GRAPHIC DESIGNER

GARBERGS PROJECT SWEDEN “The letters Å, Ä and Ö.”

ANTERO JOKINEN CREATIVE DIRECTOR

358 FINLAND

“We hold competitions for wife carrying, mosquito catching, swamp soccer, boot throwing and air guitar.”

CORDULA ALLESSANDRI

CHRISTOPHE GHEWY

ALLESSANDRIDESIGN AUSTRIA

BOWLING BRUSSELS BELGIUM

“It’s a thing called Schmäh. You cannot translate it, you cannot study it and you surely cannot survive without it!”

“God forgot to define Belgium. ‘Small and quiet’ was all we were left with. So we had to define it ourselves.”

CREATIVE DIRECTOR

DAVID LAW

EXECUTIVE CREATIVE DIRECTOR

SOMEONE UNITED KINGDOM

“Eccentricity. Sir George Reresby Sitwell (1860-1943) invented a miniature revolver for shooting wasps.”

CREATIVE PARTNER

PEDRO PIRES

CREATIVE DIRECTOR

IVITY BRAND CORP PORTUGAL “The profound belief that everything could be worse.”

ROBERT DANIEL NAGY

CAMILLE RIBOUD

HALBYE KAAG JWT DENMARK

TEAM CRÉATIF FRANCE

ATERLIER MARKGRAPH GERMANY

“In France, we are all born fine gourmets: French wine, French cheese, French frogs and French kisses!”

“The funniest thing is that fun is supposedly opposed to our professions and roles. Yet to me the opposite is true.”

HEAD OF DESIGN

“Our language sounds like we have a potato stuck in our throat. Also, the words ‘I Fart’ are on every elevator and mean ‘In Motion’.”

CREATIVE DIRECTOR

design jury

KARIN AHLGREN

STEFAN WEIL

CHIEF CREATIVE OFFICER

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Através da rádio, da televisão, do telemóvel, ou do seu computador, teremos sempre muitas razões para estarmos sempre ligados. www.rtp.pt

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Portugal sempre ligado


JURY film craft

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We asked the jury, “What’s the funniest thing about your country?”

PRESIDENT’S MESSAGE

JURY PRESIDENT

When well executed, filmmaking can be a wonderfully rewarding art form, both for those watching and for those making the films. An art form that has exploded in recent years. The rapid advance of the multi-platform age has led to a growing demand for films in multiple formats. And at the same time the increased accessibility of digital cameras has meant that every Tom, Dick and Harriet can now lay claim to being a director. Which makes it ever more challenging and ever more essential to identify the true artists among them, and the most talented individuals working alongside them. Because it’s important to remember that filmmaking is not only about the director but relies on the collaborative talents of a number of craftsmen, many of whom are artists in their own right, and many of whom are regularly shortchanged when it comes to recognition for their artistry. This jury is here to recognise directing talent and also those frequently unsung heroes - the production industry’s equivalent of the men and women who put Neil Armstrong and Buzz Aldrin on the moon. Advertising’s Friar Tucks, Will Scarletts and Maid Marians. The Samwise Gamgees of the filmmaking world! I feel very honoured to have been handed the role of President of this jury and look forward immensely to working with my fellow jury members and awarding, hopefully, a number of prizes to my colleagues in the industry.

JAMES CUNNINGHAM Head of Content Academy Films / A+ UNITED KINGDOM “Brits say sorry incessantly - when sidestepping people on the street, when holding a door open for someone, even when someone else treads on our toes on the tube!”

BIOGRAPHY James Cunningham began his advertising career as an account man in the early 90s working for TBWA as part of the “Natwest Village”. Within three years, following a move to Mustoe Merriman Levy, he was Client Service Director on brands including Virgin Radio, Bass Beers and HP Foods. James then decided on a slight change of direction as well as a change of address, with a move across to production in Cape Town. He subsequently spent three years in South Africa (working

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at Suburban Films alongside one of the country’s leading directors, Miles Goodall), where he was instrumental in setting up Film South Africa, a committee that unified the country’s production industry under one global marketing strategy. Returning to the UK, James joined Academy Films (one of the most awarded commercial production companies in the world today) in 2008 as Head of Content to develop the company’s reach into non-traditional

brand funded communications. Academy’s multidisciplinary content division, A+, was launched in 2011 and since its inception has picked up Cyber, Media and Branded Content & Entertainment Lions, D&AD and One Show Pencils, Creative Circle Golds, British Arrows Craft awards and a 2012 Vimeo Fashion Award, for a broad spectrum of transmedia content. James was a member of the Branded Content & Entertainment Jury at Eurobest in 2012.


We asked the jury, “What’s the funniest thing about your country?”

HANNA BELANDER

SARIDA BOSSONI

FEDERICO BRUGIA

MCCANN WORLDGROUP SWEDEN

JUNG VON MATT/LIMMAT SWITZERLAND

FILMMASTER PRODUCTIONS ITALY

“If it wasn’t for Sweden, we wouldn’t have any zippers in our pants. Think about that for a second…”

AGENCY PRODUCER

“Facebook’s ‘like’ button has another meaning here, where thumbs signify ‘one’ when counting on fingers.”

ALEXANDRE MONTENEGRO

PATRICK PAUWELS

SHOW OFF FILMS PORTUGAL

PRODIGIOUS FILMS FRANCE

FILM DIRECTOR, PRODUCER, ENTREPRENEUR

“The Portuguese don’t like to talk about their virtues, but we have the world’s best coach (Mourinho), football player (Cristiano Ronaldo), and wine.”

HEAD OF TV PRODUCTION

“Our numbering system, e.g. 1999 is 1000-900-4-20-9. Our 24-hour clock. And our telephone numbers, said as five pairs of double digits.”

DIRECTOR

“Football is our heart, pasta is our soul, mothers are our spirit, Berlusconi is our mistake.”

ANDRE PRICE

CREATIVE DIRECTOR

GRABARZ & PARTNERS GERMANY “The fact that Germans aaaalways - no matter what kind of song they might listen to - WILL clap on one and three. Again: no matter what kind of song. ”

film craft jury

CREATIVE DIRECTOR

ELISSA SINGSTOCK EXECUTIVE PRODUCER

WIEDEN + KENNEDY THE NETHERLANDS “Larry David.”

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GCI is a portuguese Public Engagement consultancy that manages trust and credibility issues between organizations and their stakeholders. As an Edelman affiliate, we’re part of the world’s largest PR network and we strive to deliver the best in communications strategy to our clients so they can reach their business and communication goals.

GCI NETWORK Public Engagement www.gci.pt Rua Castilho nº5, 7º andar 1250-066 Lisboa - Portugal

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T. +351 213 553 030 F. +351 213 542 424

GCI BRAAMCAMP Fashion & Lifestyle www.gcibraamcamp.pt

GCI BLUE DIGITAL Social Media & Digital www.gci.pt

GCI ENGAGE Brand Activation www.gci.pt


JURY PR

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We asked the jury, “What’s the funniest thing about your country?”

PRESIDENT’S MESSAGE

JURY PRESIDENT

While the PR industry has been busy demonstrating that it can buck recessionary trends in Europe, with many agencies chalking up high single and even double digit revenue growth, in the longer term the sustainable success of our industry is about two things: talent and creativity. In many ways, this means PR getting back to its roots. We were not invented as a profession of press release writers. We grew out of the need for organisations to build and maintain a strong dialogue with their public. Today we call that engagement and in the digital age engagement is driven by creativity and compelling storytelling. I look forward to Eurobest 2013 being a world-class platform for world-class creativity and talent.

BIOGRAPHY Colin Byrne is one of the UK’s leading PR and Public Affairs practitioners, with nearly 30 years’ experience spanning domestic and international PR, political and public affairs campaigns. He joined Weber Shandwick in 1995, rising to lead the public affairs practice in London in 1997, the UK region in 2003 and is now CEO of the Europe, Middle East and Africa network and a member of the global management team. After several years in the private and not-for-profit sector, Colin joined the British Labour Party’s communications team in 1987 and was quickly promoted to Head of Press & Broadcasting. He served as Deputy to then Communications Director Peter Mandelson. In 1992 he became the first Communications Director of The Prince of Wales Business Leaders Forum, the international non-governmental organisation founded and still today presided over by Prince Charles and supported by many leading

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COLIN BYRNE CEO, UK & EMEA Weber Shandwick UNITED KINGDOM “Our ability to moan incessantly about things like the Olympics until they happen, then we hail them as a triumph.”

international firms. He managed CSR communications for the Forum globally and worked with leading global firms on the communication of their own CSR activities. Clients at Weber Shandwick have included IKEA, Oracle, The Marine Stewardship Council, The BBC, Coca-Cola, Nestlé and the British Government.


We asked the jury, “What’s the funniest thing about your country?”

JUNG RELATIONS SWEDEN

“A funny thing about Sweden is the word ‘Njae’ - a mix of yes and no. Swedish diplomacy at its core.”

OANA BULEXA

CARME MIRO CLOUTIER

THE PRACTICE ROMANIA

APPLE TREE COMMUNICATIONS SPAIN

MANAGING DIRECTOR

“The Merry Cemetery. Each tombstone has a satire about how the person lived and died. ”

FOUNDING PARTNER, CEO

“We return from work and get ready for dinner when the rest of Europe retires to bed!”

MATTHIAS GRAF

NICOLÒ MICHETTI

KATARZYNA PRZEWUSKA

BURSON-MARSTELLER SWITZERLAND

DIGITAL PR ITALY

HAVAS WORLDWIDE POLAND

CEO

“Yodeling! And our animalistic side: Swiss people work like bees, it’s full of cows, and the map is pig-shaped.”

CEO

CHIEF OPERATING OFFICER

“Every 50km there are different dialects, foods and habits, but two things unify us: soccer and mamma.”

“Pizza in Poland does not contain tomato sauce. We like reinventing the wheel!”

PETRA SAMMER

LEONARDO SFORZA

MARIANA VICTORINO

KETCHUM GERMANY

MSL GROUP BELGIUM

PORTER NOVELLI PORTUGAL

“15 countries ranked the nations with the worst sense of humour and Germany came top. Isn’t that funny?”

“We can’t visualise an identity, but our enlightened highways are the only manmade structure visible from the moon.”

PARTNER AND CHIEF CREATIVE OFFICER

MANAGING DIRECTOR

pr jury

CLAES BODÉN

CREATIVE DIRECTOR, CEO

MANAGING DIRECTOR

“We’re experts on tight deadlines and improvised solutions but we end up doing quite well! ”

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“Creativity is what advances pharmaceutical, healthcare communications and wellness marketing. It is something to strive for and be celebrated.” KATHY DELANEY CCO, Saatchi & Saatchi Wellness

13 - 14 JUNE 2014

CANNES, FRANCE

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JURY branded content & entertainment

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We asked the jury, “What’s the funniest thing about your country?”

PRESIDENT’S MESSAGE

JURY PRESIDENT

Some people say this industry isn’t the same any more. I agree. This is the most exciting time to be a creative in the history of advertising. Our work now competes for consumers’ time not only against other ads but also against movies, TV shows, cat videos and videogames. That makes our creative chops more important than ever. No other category lives and represents this hyper-competitive challenge better than Branded Content. Finding the most inspiring work in this field will not only be an inspiring experience but also a huge responsibility for all of us in the jury.

BIOGRAPHY PJ Pereira is Chief Creative Officer and Co-founder of Pereira & O’Dell, with 20 years of experience in the technology and advertising industry. He has been named in Creativity’s annual “Creativity 50”, featuring those who have made a significant mark on the creative consciousness of our industry. PJ was also named in Advertising Age’s “40 Under 40” for his bold creative strategies. In 2005, at 31 years old, PJ was the youngest person ever to chair a jury at Cannes Lions. A seasoned entrepreneur, PJ has held executive roles both at start up agencies such as AgênciaClick, which PJ also founded, and established international agencies such as AKQA, where he was Executive Creative Director working on global accounts such as McDonald’s, Nike, Coca-Cola, Visa, Red Bull, Target and Microsoft. His agency, Pereira & O’Dell, is a new generation of agency that has had an integrated approach from its inception. The agency lives by the mantra “think like marketers and behave like entertainers”. Among the client roster are Mattel, Intel, Skype, Reebok, Corona, and Henkel. The company has been named AdAge’s “Small Agency of the Year”, based on the company’s

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PJ PEREIRA CHIEF CREATIVE OFFICER, CO-FOUNDER PEREIRA & O’DELL USA “The USA is that country where TV presenters explain that the World Cup is bigger than the Superbowl.”

business performance and impact on clients’ businesses, as well as industry leadership and innovation. Most recently, the agency was named to both AdAge and Creativity’s 2013 A-Lists. PJ has received more than 60 international awards during the last ten years and has served as president of juries at Cannes Lions, London International and One Show Festivals.


We asked the jury, “What’s the funniest thing about your country?”

WILL BARNETT

ULLA-KARIN BARRETT

GONÇALO FÉLIX DA COSTA

ADJUST YOUR SET UNITED KINGDOM

THE FAN CLUB SWEDEN

CHANNEL Q PORTUGAL

ACCOUNT DIRECTOR

EXECUTIVE DIRECTOR, PRODUÇÕES FICTÍCIAS, BOARD MEMBER

“We’re indignant whenever others don’t queue. But we do own the moral high ground... at the end of the queue.”

“Ingmar Bergman.”

“We discovered half the world, half the world doesn’t know where Portugal is, and bacalhau comes from Norway.”

SANDRA KRSTIC

PATOU NUYTEMANS

EDUARDO PRÁDANOS

DDB & TRIBAL AMSTERDAM THE NETHERLANDS

OGILVY & MATHER UNITED KINGDOM

HAVAS SPORTS & ENTERTAINMENT SPAIN

DEPUTY MANAGING PARTNER

“The white legging is miraculously fashionable in the Lowlands.”

EAME CHIEF DIGITAL OFFICER

“The world’s best fries aren’t French. The best chocolates aren’t Swiss. They’re Belgian... as are the Smurfs.”

JENS THEIL

WILLEM VAN DEN HOOF

KOLLE REBBE GERMANY

MAKE LEMONADE BELGIUM

UNIT CREATIVE DIRECTOR

“Rules are important, and none more than the “Deutsche Reinheitsgebot”: the beer-making rules.”

CONTENT MANAGER

“Spain is not about paella or bull fights; it’s about the lifestyle and the nice people. And the parties too!”

branded content & entertainment jury

CREATIVE DIRECTOR

CREATIVE DIRECTOR, FOUNDER

“Explaining what makes us funny (e.g. our surreal politics) doesn’t sound funny at all. That’s quite funny.”

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INTEGRATED JURY

JURY PRESIDENT DAVID LUBARS

CHAIRMAN, CHIEF CREATIVE OFFICER

BBDO NORTH AMERICA USA

PJ PEREIRA

EXECUTIVE CREATIVE DIRECTOR

BELINDA ROWE

STÉPHANE XIBERRAS

PEREIRA & O’DELL USA

GLOBAL MANAGING PARTNER

ZENITHOPTIMEDIA UK/GLOBAL

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EMMA DE LA FOSSE

CHIEF CREATIVE OFFICER

OGILVYONE UNITED KINGDOM

PRESIDENT, CHIEF CREATIVE OFFICER

BETC FRANCE


GESINA ROTERS CO-FOUNDER, CREATIVE PARTNER

HEAD OF CONTENT

ACADEMY FILMS / A+ UNITED KINGDOM

MATIAS PALM-JENSEN EUROPEAN CHIEF INNOVATION OFFICER

MCCANN WORLDGROUP EUROPE

integrated jury

DAY CREATIVE BUSINESS PARTNERS B.V. THE NETHERLANDS

JAMES CUNNINGHAM

COLIN BYRNE

FILIPA CALDEIRA

WEBER SHANDWICK UNITED KINGDOM

FULLSIX IBERIA PORTUGAL

CEO, UK & EMEA

CEO

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COUNTRY

COMPANY

TELEPHONE

WEBSITE

AUSTRIA

ORF-Enterprise GmbH & Co KG Reinhard Schwarzinger / Franz Prenner

+43-1-87077 14170

http://enterprise.orf.at

BELARUS

Kryn ODO

Nataliya Shevelevich / Alexander Shevelevich

+375 17 220 29 68

BELGIUM

RMB

Yves Gerard / Mariane Bertrand

+32 2 730 4411

BULGARIA

Bulgarian Association of Communications Agencies

Mariana Brashnarova / Tanya Yordanova +359 2 944 3335

www.baca.bg

CROATIA

Europapress Holding

Miro Cavar / Sven Semencic

+385 1 610 30 21

www.jutarnji.hr

CZECH REPUBLIC

FLEmedia

Sarka Penkavova / Rene Jez

+420-603 255 509

www.flemedia.cz / www.cannes-lions.cz

DENMARK

TV 2

Flemming Rasmussen / Jacob Fischer-Nielsen

+45 39 75 75 75

www.tv2.dk

ESTONIA

Postimees

Erik Roose / Marika Jahilo / Ingrid Lõppe

+372 666 2300

www.postimees.ee

FINLAND

Kärkimedia Oy

Maija Palomäki / Kimmo Laaksonen

+358 50 469 3060

www.karkimedia.fi / www.canneslions.fi

FRANCE

AACC

Isabelle Guillotin / Marie-Pierre Bordet +33 1 47 42 13 42 / Emilie Rohmer

www.aacc.fr / www.canneslions.fr

GERMANY

WerbeWeischer GmbH & Co. KG

Florian Weischer / Katja Garff

+49 40809 058 2000

www.canneslions.de

GREECE

Hellenic Association of Communications Agencies (HACA)

Maria Bakoula-Kantza / Alexandros Karmas / Nassia Krikela

+302 103 246 215

www.edee.gr

HUNGARY

Association of Communicaton Agencies in Hungary ( MAKSZ)

Laszlo Aczel / Eszter Mora

+361 785 8585

www.maksz.com

ISRAEL

Haaretz Group

Sigal Sinvani / Michal Meir

+972 3 563 4689

www.haaretz.co.il

ITALY

Rai Pubblicità

Vanessa Cardinale

+39 011 744 1576

www.raipubblicita.it

LATVIA

inbox.lv

Andis Kulinskis / Polina Nazarova

+ 371 6735 9505

www.inbox.lv

LITHUANIA

15Min

Tomas Balžekas / Karolina Tomkeviciute +370 5 21 05894 / Donatas Vecerskis

www.canneslions.lt

LUXEMBOURG

RMB

Yves Gerard / Mariane Bertrand

+32 2 730 4411

www.rmb.be / www.canneslions.be

MONTENEGRO/ SLOVENIA

RTV Atlas

Meliha Ramusovic

+382 20 409 300

www.rtvatlas.tv

NORWAY

CAPA Kinoreklame

Gareth Williams / Espen Strand Henriksen

+47 22 888 200

www.capa.no

POLAND

SAR

Anna Zimecka / Pawel Tyszkiewicz / Agata Wiewiora / Daniel Kuber

+ 48 22 898 84 25

www.sar.org.pl

PORTUGAL

MOP – Multimedia Outdoors Portugal

Vasco Perestrelo / Ana Paula Costa

+351 211 141 700

www.mop.pt

ROMANIA

The Alternative school for creative Teodora Migdalovici thinking (A Bitter Almonds Project)

+40 744 10 50 15

www.canneslions.ro

SERBIA

B92

Veran Matic / Maja Saveljic / Marina Milicic / Igor Orsolic

+ 381 11 301 2000

www.b92.net

SLOVAKIA

Ad Awards Association

Juraj Vaculik / Robert Solvak / Milan Mokran

+421 25 262 0544

www.zlatyklinec.sk / www.kras.sk

SPAIN

Grupo Consultores

Cesar Vacchiano / Saskia Van Liempt / Kika Samblás

+34 91 702 11 13

www.grupoconsultores. com

SWEDEN

Swedish Association of Communication Agencies

Jessica Bjurstrom

+46-8-679 0800

www.komm.se

SWITZERLAND

Publicitas AG

Christian Wittmer / Sibylle Widmer

+41 44 250 31 21

www.cinecom.ch

THE NETHERLANDS Orange Lions

Kerrie Finch

+31 20 794 4733

www.finchfactor.com

TURKEY

Dogan Burda

Vicky Habif / Teoman Tugsuz / Gamze Ersen

+90 (212) 410 3571

www.doganburda.com

UKRAINE

Reklamaster

Irina Kuznetsova / Konstantin Kuznetsov

+380 44 490 61 31

www.reklamaster.com

UNITED KINGDOM

Guardian News & Media

Steve Hawker / Joanna Letts / Mark Finney

+44 (0) 20 3353 2689

www.guardian.co.uk/ canneslions

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REPRESENTATIVES

www.rmb.be / www.canneslions.be


Eurobest Programme 2013  

Eurobest Programme 2013