The winner of The Golden Stiletto Awards 2008

The Golden Stiletto Awards 2008 - the award for the best digital advertising campaigns created by the young female professionals from Great Britain.


Agency: Dare
Creative Director: Flo
Creative Team: Yasmin Quemard, Andy Amadeo and Simon Burnett
Account Director: Ash Amrite

Summary by the creative team: ¨This is a brand with a unique music heritage, but it's not necessarily the music player of choice. To reawaken the brand, it developed a new strapline: Music.Like.No.Other. A bold TV commercial was soon to follow. The client wanted an innovative online idea to sit alongside it.

The Sony Walkman project is all about online music collaboration. The sounds can be as diverse and dynamic as you like. You can be a performer, a creator, a co-creator… it's music the way you like it.

Opening up the process of making music to everyone was exciting and scary at the same time.¨

Web site: www.walkmanproject.com

* Information provided by She Says.

For mothers, by mothers and about mothers

The advertainment is home for good. The brands Suave and Sprint have united their efforts and produce together the online series "In the Motherhood" where mothers are the main protagonists and much more.

Through the web page we can follow chapters, watch the making of, and all the details of the production. But there is much more to be seen: the mothers themselves are the ones to write the script, vote the best plots and participate in the shootings.

There is no product placement and the plot is not being influenced to seem as an advert. It’s a pure entertainment sponsored by two brands that bet on women as consumers and opinion leaders. Highly recommendable for those who search for an entertainment or a marketing tool.


Episode 1:

Golden Stiletto Awards 2008

I had the pleasure of being invited to the celebration of the Golden Stiletto Awards, which recognizes the best digital advertising campaigns created by the young female professionals from Great Britain.

The event was celebrated on the 19th of November, in Canon Getty Images Gallery, in the London city centre, where the top females of British advertising industry, members of She Says community meet every month to share their experience and help people to either get started or work their way up. The meetings have a loyal public and every time more new participants.

This brilliant initiative has been brought to life by Laura Jordan Bambach, Head of Art in Glue London and Alessandra Lariu, Group Creative Director at McCann NYC. This time girls met to reveal who is the great winner of the golden stiletto shoe.

From the beginning the atmosphere was informal, lively and very feminine. In fact, the security staff on the gate and the waiter were the only men around. During the welcome cocktail and then throughout the entire gala hundred or so female voices, laughs and whispers reverberated in the ambiance. As there were mostly young creative women, the spirit of female creativity was in the air.

Jury members have described the level of participating works as very high. From the 28 campaigns competing the jury have chosen the top 5. While the finalists were presenting their campaigns, the public was reacting spontaneously.

The award winner, Yasmin Quemard from Dare Digital, showed her surprise and enthusiasm at the same time. As she said, she didn’t really expect to win, and was really happy that she managed to bring the Sony Walkman Project to life. As she remarked, it was a product of teamwork (creative team: Yasmin Quemard, Andy Amadeo and Simon Burnett).

It was really exciting to meet all these young creatives, to watch the fruits of their efforts and share their enthusiasm. Many of them were there, because they are convinced that it’s really worth to do what inspires you. And they find an inspiration in events like that. Well done sisters!




The judges:

Lee Wright- MD, Dare
Larissa Vince- Acting Deputy Editor, Campaign
Christine Turner- Creative Digital Head, Lowe London
Alessandra Lariu- Group Creative Director, McCann NYC
Laura Jordan Bambach- Head of Art, Glue London



More information.

Your saliva is also important!

To carry on with the 'revolutionary' topics that I started yesterday, I let you one campaign that I have seen in the last days and I like it. That is the campaign of Saatchi & Saatchi Southeast Asia Regional from Bangkok, Thailand, to Amnesty International. Two female art directors, Brandy Vu and Linda Pham, have participated in it.

I like that they have used the colour to encourage to the public to collaborate through sending their letters. Instead of mentioning the culpability, and make the spectactor feel attacked, or intead of showing shocking or negative images, here they show in a kindly way that you can help much only putting a stamp and sending a letter, and that is something that doesn't require any effort. I think is a very right campaign and it uses a very interesting tone to this kind of campaigns.

Creative team

Advertising Agency: Saatchi & Saatchi Southeast Asia Regional/Bangkok, Thailand
Executive Creative Directors: Steve Hough, Andy Greenaway
Creative Directors: Sumesh Peringeth, Joel Clement
Art Directors: Sumesh Peringeth, Brandy Vu, Linda Pham
Copywriters: Steve Hough, Joel Clement
Illustrator: Tran Thanh Truc
Photographer: Pier Laurenza, Teo Studio
Published: 15 March 2008


Source: Ads of the world

3iying, only women in advertising!

Finally advertising is starting to realize the power of women. An example is 3iying, an all-girl advertising agency and specialized in marketing for girls.

3iying, pronounced “three-eye-ying”, was set up in New York by the versatile Heidi Dangelmaier. Heidi has a broad experience as an expert in the female market. Among her merits, she led Sega’s first initiatives to make videogames for girls and she has worked for clients as Barbie and Metlife focused in the female audience.

3iying emerged with the idea of contributing to end with “the gap between what girls want and what the marketing community is giving them”. Their communication talks to girls ranging in age from 15 to 25.

Their web: http://www.3iying.com/

Copys for female teens

The Indonesian agency Lowe Jakarta has used copys full of lyricism in its campaign for Rexona, some copys with a sensibility not very common in the texts of men-targeted deodorants.

They aren't only focused on the other sex, but also they talk about friendship, as one of their worries. This is the vision that a completely women's creative team, except for his Executive Creative Director, has offered about female teen's motivations.

I would like to enhance some values showed in this campaign, created in the biggest Muslim nation of the world. They could perfectly work in places as France, Australia or The United States. Many times we think the West and the East are very different, but, as we see, the common people's motivations can be more similar that we usually think.

"32,
33,
34,
35!
Those are the amount of Annie’s freckles whom I’ve just met. A strange coincidence indeed… those are also the amount of her ex-boyfriends.
Dare to be closer. Rexona Teens."


"I have never seen eyes as beautiful as his. I noticed his pupils enlarging, the moment I held out my hand. I know now, that he likes me too.
Dare to be closer. Rexona Teens."


"I'm Malicca. She said. Her ear resembles a question mark. Somehow I knew that she will be a good friend and help me find the answers in my life.
Dare to be closer. Rexona Teens."


Creative team
Advertising Agency: Lowe Jakarta, Indonesia
Executive Creative Director: Din Sumedi
Creative Director: Hanny Shinta
Art Director: Stephani Pribangun
Copywriter: Wury Handayani
Photographer: Mike Ting
Retoucher: Abun
Agency Producer: Haning Mila
Published: August 2008

Source: Ads of the world

Gold for borning female in India

I have read one copy that gave me goosebumps. This ad has been Gold Lion in the press segment at Cannes International Advertising Festival in 2008. The advert tries to make aware against female foeticide in India. The campaign was realized by the Indian Contract Advertising Pvt. Ltd. agency for the non-government organization Aadhar, which fights against this curse.

The strength of the ad is in its forceful, clear, direct, overwhelming copy. Also, it is shocking because this is something more than advertising. For the poor families of India to have a daughter becomes a serious problem, due to the dowry that the woman is used to pay to her husband. In the second country with more population of the world, the abortion is legal since 1971. However, knowing the sex of the baby before being born is banned to prevent the frequent selective aborts.


The ad starts with the copy “How to carry on the family name”. Then, it describes how to abort step by step. The final step is: “After three months, try again for a boy”.

In opinion of the Press Lions jury president, Craig Davis: “It’s wonderful that good work is coming out of places that were earlier not performing so well at Cannes. India is one of them. An entry like Aadhar ‘anti-female foeticide’ has beautiful copy”.

From here, our congratulations to India and specially to the female copywriter Anshumani Khanna. We hope, more than never, that this copy will be not only powerful, but also effective.


Creative team
Type of Entry: Newspaper
Category: Public Awareness Messages
Title: FAMILY NAME
Advertiser/Client: AADHAR
Product/Service: ANTI FEMALE FOETICIDE
Entrant Company, City: CONTRACT INDIA, Mumbai
Country: INDIA
Advertising Agency, City: CONTRACT INDIA, Mumbai
Country: INDIA
Executive Creative Director: Ravi Deshpande
Creative Director: Raghu Bhat/Manish Bhatt
Copywriter: Anshumani Khanna
Art Director: Manan Mistry/Vimal Singh
Typographer: Manan Mistry

Source: www.funonthenet.in
Source: http://theinspirationroom.com
Source: Desire creative

Girls don't play the drum

The Saatchi & Saatchi Bucharest's campaign for Proctect & Gamble has been Grand Prix in Press category in the Golden Drum Awards, recently celebrated in Slovenia.

I have chosen this campaign because it's one Grand Prix that has a woman creative among its creative team. This year, there hasn't been almost female presence in the Grand Prix of this festival and in this campaign there is only one, the art director Daniela Nedelschi.

We hope this situation will change soon.

1961 Man, Woman and Boy

Year/ID: 2008 / B07008
Agency: Saatchi & Saatchi Bucharest
Awards: Shortlist
Golden Drum Grand Prix

Registrant: SAATCHI & SAATCHI ROMANIA
Advertising agency:Saatchi & Saatchi Bucharest
Advertiser: Procter & Gamble
Creative director: Nick Hine
Art Director: Daniela Nedelschi, Jorg Riommi, Arturo Vittorioso
Copywriter: Jorg Riommi, Arturo Vittorioso
Photographer/Illustrator: Carioca

Source: Golden Drum

Eider Suso

I encourage to you to see Eider Suso's work. She is an art director and an illustrator, who has received many awards and has beautiful works.

Eider has worked in Ogilvy & Mather NY, Euro RSCG NY, Villar Rosas in Barcelona and Lowe New York among others. Now she is working as a freelance among Barcelona, Brooklyn and Shanghai.

As some pictures are worth a thousand words, I let you some of her works:

Advertising:

Illustration:

One of the maps of her world

Cover for Wine magazine, NYC September 2007

30th bday invite

Information booklet for an NGO in Wukro

Invitation for the Halloween party at Lowe

Eider Suso's website: www.eidersuso.com

Against online sexual explotation

The New Yorker agency Merkley + Partners has created a new campaign for the National Center for Missing and Exploited Children. The campaign target are the girls between 12 and 14 years old. It consists of two TV spots, a graphical campaign and a commercial break in radio. The work lets girls know that what they post online is not as private as they think.

The creative team is led by Jean Batthany, as the Creative Group Head, and its formed by two female copywriters of the four that there are and by a female art director of the two there are.

Executive Creative Directors: Andy Hirsch & Randy Saitta
Creative Group Head: Jean Batthany
Director: Sam Jones
Producer: Chris Decker
Copywriters: Joe Esposito, Heather English, Beth Wetzel & John Caravello
Art Director: Danny Nathan, Becky Kerrs
Photographer: Christian Whitkin
Account Director: Jennifer Getschmann
Account Executive: Rebecca Zemon
Brand Strategy Director: Stacey Lesser

See the entire campaign: http://www.adcouncilcreative.org/awardwinners.asp?awardwinner=3

Beauty is a women's thing?

The creative team of this spot of Nivea is a faithful reflex of what is happening in advertising sector.

There are more and more feminine names in creative positions, as it's the case of this spot of Nivea, made by a female copywriter and a female art director. The advertisers and the agencies are beginning to value that the people that is going to talk to women were other women, in order to get a communication that connects more with them.

However, it's curious that the one that makes the final decision, the three creative executive directors, continue being men, which means that the last filter goes through their glance.

Changes happen slowly.

Agency: TBWA\Spain
Advertiser: Nivea
Product: Anti-wrinkle cream
Brand: Nivea
Sector: Perfumery, cosmetic and hygiene
Creative executive directors: Juan Sánchez, Guillermo Ginés and Sergio Cuervo
Copywriter: Miriam García
Art director: Pilar Morán
Piece: Spot TV 30"
Title: “Give more”

Source: Anuncios

http://www.anuncios.com/VerPiezas/nacional/nuevos-anuncios/1028297011901/nivea.1.html

The 'sisters' come into 'brothers' land

Some of the 'sisters' from Brothers & Sisters London agency have been the ones in charge of the creativity of this spot for Sky Television. They announce the emission of the U.S. Open and the wrestling program Unforgiven with an humoristic gag.

The British agency has let in the hands of its feminine team the announcement of programs which target is traditionally associated to men. According to its words, Brothers & Sisters are a “creative agency made up of brothers and systers who love to work together.” I like its philosophy.

Agency: Brothers and sisters Londres
Advertiser: Sky Television
Product: Televisión por satélite
Brand: Sky Television
Sector: Telecomunicaciones
Creative: Lisa Jeliffe y Kirsten Rutherford
Producer company: Brothers and Sisters London
Director: Mark Harris
Producer: Pat Stimpson
Director of photography: Allan Stewart
Postproduction: MPC
Piece: Spot TV 30"
Title: 'Europe United'

Web: Brothers & Sisters London

The male universe of beer

The Australian agency Clemenger BBDO has entrusted its female creative team with the advertising campaign of one product as traditionally masculine as beer.



As any spot of this kind of product aren't missing spectacular blondes, the idyllic environments and the typical drinker.

A different view of the product, that shows that we, the girls, don't only understand the male universe, but also we can give a new dimension to this universe.


Team: Emma Hill/ Cameron Hoelter
Agency: Clemenger BBDO