INFECTIOUS

a round upof the latestcommunicationsnews & ideasfrom aroundthe world

CANNES LIONS SPECIAL

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GRAND PRIX PROMO & ACTIVATION LION WINNERGRAND PRIX DIRECT LION WINNER

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ROM replaced the iconic Romanian flag packaging with the stars and stripes of the American flag. The rebrand was announced to the public and ROM prepared for people’s response. Within hours the backlash began and people hit the internet creating campaigns to bring the old style packaging back. Once the backlash became large enough ROM revealed it was all an elaborate stunt and that ROM was back and as Romanian as ever.

Watch the case study: http://ow.ly/5xPDy

ROM (as in ROMania) is a traditional Romanian chocolate bar. Launch in 1964 it has the Romanian flag emblazoned across its wrapper and is known for its ageing and nostalgic customer base. This was a problem for ROM as it meant it was losing key market share amongst younger consumers. ROM’s nationalistic values were a disadvantage. Only 12% of young Romanians described themselves as patriots. Instead preferring ‘cool’ American confectionery brands like Snickers and Mars. ROM’s was not to go head to head with the likes of Snickers and Mars, but instead, to temporarily join them.

GRAND PRIX PR LION WINNER

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fees and lowering interest rates, but the public wasn’t really taking notice.

In the end it took a break-up letter from NAB to get the message across. They played the campaign out primarily across print and social media; it created a storm and was all over the news.

Watch the case study: http://ow.ly/5yAd2

Everyone hates a break-up, especially by letter. The National Australia Bank (NAB) decided to use this well-known method to distance themselves from other Australian banks and shatter the national perception of the bank itself.

NAB and three other Australian banks had long be seen as a cartel by the nation, the public thought they fixed fees and eliminated the competition, in cahoots with one another. NAB’s had spent the past couple of years working relentlessly hard to prove the contrary, abolishing

GRAND PRIX OUTDOOR LION WINNERGRAND PRIX INTEGRATED LION WINNER

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Those who discovered extracts of the book were invited to claim the pages and decode the clues online in order to win tickets to an exclusive Jay-Z & Coldplay concert in Las Vegas.

Watch the case study: http://ow.ly/5xVsS

Rapper Jay-Z created a unique partnership with Microsoft’s Bing search engine to promote his new book ‘Decoded’.

Pages from the new book were placed in real world locations across the globe. Each placement is significant to the rappers life as told in the book and utilises the functionality of Bing Maps and Bing Entertainment.

GRAND PRIX PRESS LION WINNER

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This cool billboard was made for Samsonite in China. The entire image is one big sculpture of devils and angels representing

an airplane ride. Angels treat the people and devils handle the luggage and obviously a Samsonite suitcase survives hell.

GRAND PRIX CYBER LION WINNER

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Harnessing the power of HTML5 technology, they were able to create one of the most innovative and personal music videos ever. The video plays out using Google Maps and embeds streetview and aerial photography of the user’s hometown directly into the video. It is fantastic and not to be missed.

Take a look: http://ow.ly/5yAiw

Google Experiments do some cool stuff, everyone knows that. Arcade Fire are a cool band, everyone knows that. Put them together and something cool was bound to happen.

GRAND PRIX FILM LION WINNER

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weave the brand into the conversations around this major tournament in a way that celebrated the participating teams and athletes and engaged football fans around the world.

Watch the film: http://ow.ly/5yD4l

Every four years, the keys to football heaven are dangled in front of the international elite. One goal, one pass, one game saving tackle can be the difference between fame and forgotten. What happens on the pitch in that split second has a ripple effect that goes beyond the match and the tournament. ‘Write the Future’ was a messaging platform that allowed Nike to show how football creates this ripple effect. It allowed Nike to give a glimpse into the future to see what the players were really playing for, in their own lives and the lives of those that follow them. Their goal was to

GRAND PRIX MEDIA LION WINNER

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By creating virtual stores in subways, customers could add items to their shopping carts using QR code scanning technology. By re-inventing the supermarket experience in such an unconventional form, HOMEPLUS drove their online sales by over 130% and have become Korea’s No.1 online supermarket.

Watch the case study: http://ow.ly/5yCQd

Whilst it may seem inconceivable for us to imagine Tesco as anything but the number one supermarket, the same cannot be said in Korea. In a country where countless western chains have tried and failed to establish themselves in the market, Tesco needed a different approach to upset the balance, which lead to a name change; say hello to HOME-PLUS. With fewer stores than their main competitor they faced a real struggle, so they decided to focus more on engaging consumers through their online store instead.

10 TRENDS FROM CANNES 2011

1. SOCIAL TV

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- Old Spice Guy answered crowd sourced questions and recorded personalised responseshttp://ow.ly/5BdnV

- Brand Bowl by Mullen monitored tweets about brands during Super Bowl 2011http://brandbowl2011.com/

2. DIGITAL STORYTELLING

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- Crowd created stories via sites such as Storifyhttp://storify.com/

- Flipboard creates a personalised magazine based on content pulled in from your social networks. http://flipboard.com/

3. HTML 5 & THE RISE OF WEB APPS

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- Berlin based magazine Aside brings an app like experience to your browser. http://asidemag.com/

- Arcade Fire partnered with Google for The Wilderness Downtownhttp://www.thewildernessdowntown.com/

4. COLLABORATION & CO-CREATION

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- Footlocker is curating the world’s favourite trainers over at Sneakerpediahttp://www.sneakerpedia.com/

- Real women of Philadelphia is a community fronted by American TV chef Paula Deen inviting women to share their favourite Philadelphia cheese based recipes. http://www.realwomenofphiladelphia.com/

5. THE POWER OF REAL TIME

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- Budweiser Ireland linked the price of beer to the weather to take part users need the ‘Ice Cold Index’ app.http://ow.ly/5Bdui

6. THE RISE OF SOCIAL BUSINESS

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- ASOS Marketplace allows customers to sell their second hand clotheshttps://marketplace.asos.com/

7. DESIGNING FOR NETWORKS &UNDERSTANDING SOCIAL SPREAD

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- Project Cascade by The New York Times tracks the lifespan of a news story and how it spreads through the different layers of social networking siteshttp://ow.ly/5BdvW

- Pay with a tweet allows people to (literally) pay via social currencyhttp://www.paywithatweet.com/

8. SEAMLESS INTEGRATION ACROSS DEVICES

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- Heineken ‘Star Player’ app allows viewers to play along live to every UEFA Champions League match. http://ow.ly/5BdxE

- The Million Pound Drop allows viewers to play along live using the Channel 4 website. https://www.themillionpounddrop.com/

9. SOCIALLY CONNECTED OBJECTS

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- Mercedes Benz Tweet Race – real cars powered by tweets.http://ow.ly/5Bdyz

10. THE CONTINUED RISE OF THE TABLET

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Over 25 million iPads sold to date

Blackberry have launched the ‘Playbook’ to rival the iPad

Whilst it may seem inconceivable for us to imagine Tesco as anything but the number one supermarket, the same cannot be said in Korea. In a country where countless western chains have tried and failed to establish themselves in the market, Tesco needed a different approach to upset the balance, which lead to a name change; say hello to HOME-PLUS. With fewer stores than their main competitor they faced a real struggle, so they decided to focus more on engaging consumers through their online store instead.

INFECTIOUSCreated by BEN REYNOLDSDesigned by AYSHA AWWAD

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