Here’s a snapshot of five incredible
Outdoor ideas, which won big at ADFEST 2018. Three of these ideas utilise
technology in unexpected ways; the others are low-tech yet no less ingenious.
GREEN
LIGHT RUN (GRANDE WINNER)
Client:
adidas Japan
Agency:
TBWA\HAKUHODO Inc
If you love running but hate stopping to wait
at traffic lights, then you’ll love “Green Light Run” – a campaign that caught
the world’s attention after being conceived by TBWA\HAKUHODO Inc. for adidas
Japan.
Green Light Run is an urban marathon race where
runners don’t have to stop for any red lights. Using traffic data provided by
the local police – and taking traffic signals, distance, timing and safety all
into account – adidas Japan brought a one-of-a-kind, urban race through the
busy streets of Tokyo to life.
So ingenious is ‘Green Light Run’ that it
won this year’s Outdoor Grande Lotus.
“This is a very simple piece of work that’s
not trying to sell product, it’s really a value-added service that they’re
offering. Traffic is a problem that many cities are facing and here is a brand
that came to solve that problem in a small way – it’s very relevant and very
tightly woven,” said Santosh Padhi, who attended ADFEST 2018 as Outdoor &
Press Jury President. Padhi is Chief Creative Officer and Co-Founder of Taproot
Dentsu, Mumbai.
DEAD
WHALE (2x GOLD WINNERS)
Client:
Refuse Plastic
Agency:
Dentsu Jayme Syfu, Manila
This month, a dead sperm whale washed
ashore in Indonesia. It had nearly 6 kilograms of plastic waste in its stomach,
including 115 plastic drinking cups, four plastic bottles, 25 plastic bags and
two pairs of flip-flops.
This makes Dentsu Jayme Syfu’s campaign for
Greenpeace Philippines all the more important. In May 2017, the agency created
a “dead whale” using plastic garbage found on a polluted beach in Manila Bay.
The installation was designed to raise awareness of plastic waste in oceans during
the 2017 ASEAN Summit, which took place in the Philippines.
It was a brilliant guerrilla marketing
campaign that popped up overnight and stole headlines the next morning.
IMMUNITY
CHARM (GOLD WINNER)
Client:
Ministry of Public Health, Afghanistan
Agency:
McCann Worldgroup India, Mumbai
Afghanistan has one of the world’s worst
infant mortality rates, but high levels of illiteracy and a traditional bias
against immunisation make it difficult to persuade mothers to immunise their
children. To tackle the challenge, McCann had the idea of turning lucky charms,
which are given to many newborns in Afghanistan to protect them from evil
forces, into an immunity charm bracelet.
It shows that absolutely anything – from a
tiny bead to a lolly wrapper – can be used to create the canvas for your next
Outdoor campaign.
BEER
BOTTLE SAND (GOLD WINNER)
Client:
DB Export
Agency:
Colenso BBDO, New Zealand
Last year, DBExport unveiled one of the world’s most intriguing taglines: “Empty a
bottle of beer for the planet”.
Saving the world by drinking beer may sound
too good to be true, but DB Export has found a way of turning its empty bottles
into manmade sand. This project takes bottles away from landfill by turning
them into manmade sand, which is now used on construction sites around New
Zealand.
It’s hard to deny the brilliance of turning building sites into outdoor advertisements, with banners that say: “This building site uses sand made from empty DB Export bottles’.
THE WATCHING
POSTERS (GOLD WINNER)
Client:
Panasonic CCTV Cameras
Agency:
Taproot Dentsu, Mumbai
To promote Panasonic’s CCTV cameras,
Taproot Dentsu made magical 3D posters from low-tech clay sculptures. Taproot
created clay casts of actual security guards, and turned these into 3D posters,
which appear to watch you wherever you move.
It’s a fascinating example of how low-tech
mediums can be embedded with high-tech innovations.
* Watch Santosh presenting this year’s
Grande winner here
