McCann Erickson, New York Score “Tops” on List with 13 Finalists
BBDO Proximity, Berlin; Publicis Conseil, Paris; BETC Paris; Forsman & Bodenfors, Gothenburg and HEIMAT, Berlin follow behind.
New York – The Cresta Awards, launched in 1993 by Creative Standards International to honor an absolute standard of creative excellence in advertising and marketing communications, announced the finalists in its 21st annual worldwide competition.
The Cresta Awards cover ELEVEN major competitions: TV/Cinema/Online Film, Integrated Campaigns, Press, Outdoor, Ambient Media, Direct Marketing, Radio, Design, Promotions & Incentives, Crafts and Interactive. Work is judged on the basis of two criteria only: the originality of the creative idea and the quality of its execution. A Grand Prix will be awarded to the highest scoring entries that achieve a pre-determined standard (above a ‘set’ score).
McCann Erickson, New York scored the top of the short list with a total of thirteen finalists. Honors in the Interactive competition include a mobile application for Verizon COLOR Live Broadcast; The 2013 IKEA Catalog Application, and two finalists for Nature Valley Trail Mix View. Additionally, the agency’s client, Paper, Denim & Cloth InstaShoot, who also secured Interactive finalist status, became a finalist in the Direct Marketing competition. In the Ambient Media competition, Nestle Resource Water, titled, “The Fountain of Electrolytenment”, became a double finalist for Ambient Media and Live Events. Adding to the tally in the Ambient competition was Nature Valley Trail Mix View for Branded Content. The Design competition brought two more finalists for the agency: The 2013 IKEA Catalog for Publication Design and Nature Valley Trail View for Online Digital Design. To complete the list of finalists, Nature Valley Trail Mix View and The 2013 IKEA Catalog Application scored in the Crafts competition for best Interface/Navigation.
BBDO Proximity, Berlin received eleven finalists. In the Crafts Competition, all three finalists were for smart fortwo. The first, a newspaper ad titled, “You+1”, became a finalist for Copywriting, while the television spot titled, “Offroad”, became a finalist for Copywriting and Editing. In the TV/Cinema/Online Film competition, “Offroad” became a finalist for both its Cinema and Television versions. A web commercial campaign for true fruits smoothies, titled, “Centaur” & “Surfer”, scored high to add another finalist in the TV/Cinema/Online Films competition. In the Ambient Media competition, Friends of the Earth Germany/Nature Protection, titled, “Tree Concert”, became a double finalist for Ambient Media and Live Events. Friends of Earth the Germany/Nature Protection also became a finalist in the Promotions & Incentives competition. And finally, smart fortwo, titled, “You+1”, became a finalist in both the Press and Outdoor competitions.
Publicis Conseil, Paris also received eleven finalists. In the TV/Cinema/Online Film competition: Orange 4G, titled, “Download as Fast as you Talk”; Orange Intel, titled, “The Kiss Boy”, and AXA, titled, “Don’t Wait Till it’s too Late”. In the Press competition: Renault Megane, titled, “Homeless Cars”; Renault Megane DCI, titled, “Petrol Pumps” and two separate magazine entries for Stihl, titled, “Airplanes” and “Birds. “Birds” also become a finalist in the Outdoor competition. ICM, titled, “Lost in the Metro”, scored high in the Ambient Media competition. And rounding off the agency’s tally were two Crafts finalists: Orange, titled, “Long Live Christmas” for its Animation, and Coke Zero, titled, “Unlock the 007 in You” for Best Use of Music.
BETC Euro RSCG, Paris captured ten finalists. Four in the TV/Cinema/Online Film competition for: Young Directors Awards, titled, “The Light is your Friend”; Canal+, titled, “Fuel for Fans”; Unicef, titled, “Heaven” and Le Slip Francais, a web commercial. In the Interactive competition, the agency scored three finalists for Peugeot Hybrid, titled, “Graphic Novel”; Canal+, titled, “Les Revenants” and Ibis Hotels, titled, “Sleep Art”. Canal+, titled, “Subtitles” attained finalist status in the Press competition. MCM, titled, “MCM Pizza” became a finalist for Integrated Campaigns, and in the Outdoor competition, Victimes & Citoyens, titled, The Wrong Place” completed their tally of ten.
Forsman & Bodenfors, Gothenburg also captured ten finalists. Five in the Interactive competition: E.ON Energy, titled, “Sweden’s Largest Energy Experiment”; Volvo FH, titled, “Launch Site on ebay”; The Swedish Alcohol Retail Monopoly, titled, “Level. 06”, and in addition, SR Plus and Faktum Hotels for their websites. Faktum Hotels (Online Digital Design) and The Swedish Alcohol Retail Monopoly (Graphic Design) were also finalists in the Design competition. The Swedish Alcohol Retail Monopoly became a finalist in the Crafts competition for best Interface/Navigation. To round off the agencies finalists, E.ON Energy and Volvo FH achieved finalist status in the Integrated Campaigns competition.
HEIMAT, Berlin attained nine finalists. Three in the Crafts competition: Swisscom, titled, “Hang Up” won for its Direction, and two for Hornbach, titled, “Now it’s your Turn” for Direction and Special Effects/Computer Graphics. Hornbach, titled, “Now it’s your Turn” and Swisscom, titled, “Hang Up” also became a finalist in the TV/Cinema/Online Film competition. The third finalist in this competition was for Hornbach, titled, “No one feels it like you do_Crack”. In the Promotions & Incentives competition there were two finalists: Bundesverband der Deutschen Volksbanken, titled, “Prove Don’t Promise”, and Adidas, titled, “The Biggest Champion League of all Time”. Adidas also became a finalist in the Integrated Campaigns competition.
From the 51 countries participating in this year’s awards, 33 achieved finalist status. A total of 274 ads, campaigns and Interactive entries (see attachment) were chosen by more than 100 top creatives. Pre-selection juries for TV/Cinema/Online Film, Press, Outdoor, Direct Marketing, Radio, Integrated Campaigns, Design, Crafts, Promotions & Incentives and Ambient Media were held in 8 cities – Beirut, Berlin, Budapest, Caracas, Oslo, Prague, São Paulo and Tokyo. In addition, a separate pre-selection jury (21 jury members from 15 countries) was conducted for Interactive entries.
All finalists will be evaluated by Cresta’s International Grand Jury of 76 internationally known creative directors, film specialists, graphic designers and interactive professionals from 45 countries. The jury is chaired by Guido Heffels, Creative Director & Co-Founder, HEIMAT, Berlin. ‘Winners’ will be announced on Monday, Oct. 21st.
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