THE FIRST-ever Mobile Grand Prix goes to Grow Interactive's Hilltop Re-imagined For Coca Cola. The campaign, a 21st-Century re-interpretation of the 1971 Hilltop Coke TV spot famous for the I'd Like To Tach The World To Sing jingle, was made for Google by Norfolk, US-based Grow Interactive and New York-based Johannes Leonardo. Using Google's AdMob mobile-advertising platform, the campaign enables people to buy a Coke for someone on the other side of the world via specially installed vending machines.
"This campaign pushed a lot of buttons and showed us what can be done with mobile." said jury president Tom Eslinger, digital creative director, worldwide, of Saatchi & Saatchi Worldwide. In what turned out to have been a dead heat, Toyota's Backseat Driver eventually lost to Hilltop Re-imagined by just a vote and was rewarded with a Gold, the jury revealed.
Two Grands Prix were awarded in the Outdoor category — one to Ogilvy Shanghai for the #Cokehands campaign, and the other to Hamburg's Jung von Matt for Invisible Drive for Daimler. "The Coke campaign is a lovely expression of brand identity," said Outdoor president Lo Sheung Yan (Mayan), JWT's executive creative director, North East Asia, and chairman, China. Invisible Drive, said Mayan, "makes great use of technology to amplify the benefits of the product, and is so dazzling that people cannot stop looking at it".
The Creative Effectiveness Grand Prix has gone to BBH London for Unilever's Excite campaign for Axe, for what jury president David Jones described as a brilliant piece of consumer insight. "Ït's very smart in that what it plays on is that guys don't want the hottest chick, they want an angel," he said. "Another factor that swung it for Excite was that it had run in 100 countries and, to be effective across so many different markets, is very, very difficult."