There’s something hedonistic about the thought of good food and drink, which may be why this category attracts the most light-hearted advertising.
If you need a laugh, this is the category for you. Wit and levity are on display in ad after ad, starting with the latest version of the Snickers hunger games. FP7/CAI found a hilarious way of drumming in the names of the Egyptian soccer team for Coca-Cola, while Responsibility is a beer created purely as a play on words. More seriously, Dentsu managed to find a way of using candy to teach kids how to code. Sweet. But even when Heineken and Publicis Italy wanted to speak out against drinking and driving, they did it in the most charming way, with some special effects wizardry and a British motor racing legend. Cheers for that.
If you need a laugh, this is the category for you. Wit and levity are on display in ad after ad, starting with the latest version of the Snickers hunger games. FP7/CAI found a hilarious way of drumming in the names of the Egyptian soccer team for Coca-Cola, while Responsibility is a beer created purely as a play on words. More seriously, Dentsu managed to find a way of using candy to teach kids how to code. Sweet. But even when Heineken and Publicis Italy wanted to speak out against drinking and driving, they did it in the most charming way, with some special effects wizardry and a British motor racing legend. Cheers for that.
Most awarded
campaigns, brands &
agencies in
Food & Beverages in
2017
Most awarded
campaigns, brands and
agencies in
Food & Beverages in
2017
CAMPAIGNS
BRANDS
| Brand |
|---|
AGENCIES
| Name | ||
|---|---|---|
| 1 |  |
VML Ogilvy Japan, Tokyo |
| 2 |  |
Clemenger BBDO Melbourne |
| 3 |  |
BBDO New York |
| 4 |  |
Colenso BBDO Auckland |
| 5 |  |
FP7/CAI, Cairo |
Watch
1. Heineken / No Compromises
| Título | No Compromises |
| Agencia | Publicis Italy |
| Campaña | When You Drive, Never Drink |
| Anunciante | Heineken |
| Marca | Heineken |
| Fecha de primera difusión/publicación | 2018 / 6 |
| Sector Empresarial | Cervezas, sidras, cervezas ligeras |
| Filosofía | Heineken® has partnered with leading behavioural change experts to develop a programme for its responsible consumption campaign, When You Drive, Never Drink. Based on consumer research data and the insight that behaviour change starts in the place of decision making, Heineken® equipped a bar that encourages people not to drink and drive. Heineken®, in collaboration with Innovia Technology created a collection of nudges, reminders and prompts to change the psychology of drink drivers. These interventions were tested in a pilot study, conducted over a two-week period, in ten UK bars. The programme was also supported by leading nudge and behavioural design expert Sille Krukow. The results show promising signs of changing beliefs and behaviour around drink driving. THE KEY PRELIMINARY RESULTS: Prominent “nudges” deliver drink-driver reduction · The bars with the highest level of support for the pilot study saw a reduction of drink driving behaviour of up to 50% Peer support matters – it’s not just an individual decision · 80% of people said the programme would encourage them to support their friends not to drink alcohol if driving Public commitment is an impactful tool to promote drink driving behaviour change · 60% of people said the pilot made them think about changing their behaviour Prominence of alcohol-free options including Heineken® 0.0 made a positive impact on drink driving behaviour · 14% more customers said it was easier to access alcohol-free beers from control week to test week The set of interventions help empower consumers to make the right decision when driving, through; Signage encouraging drivers to stay alcohol-free Making alcohol-free drinks prominent; communicating and increasing availability of alcohol-free offers, and driver’s menus Rewarding positive behaviour through driver incentives and bar staff support Prompting people to make the right decision; reminders throughout the car park and bar through signage and POS material NEW COMMUNICATIONS CAMPAIGN As part of Heineken®’s integrated When You Drive, Never Drink platform, it has also launched a new communications campaign based on drink driving insights from the company’s research conducted in 2017[1]. The campaign includes a new TV commercial, ‘No Compromises’, featuring F1 World Champion Nico Rosberg and a digital ‘Designated Drivers Pledge’ to help people publicly commit to staying alcohol-free when driving. The campaign focuses on the social pressures surrounding drink driving and uses social proof to empower people to make the right decisions. Gianluca Di Tondo, Senior Global Brand Director Heineken® said; “For our responsible drinking campaign to be effective, we looked long and hard to understand the root causes of the problem, and in 2017 we attained valuable insights by conducting a global study that uncovered the behavioural drink driving triggers.” He continued; “This insight has given us the opportunity to better target our marketing in order to reduce drink driving by developing a robust behavioural change programme and a new communications campaign, both with a clear commitment to drive real change. We are proud that our initial results are promising, but this is just the beginning of our journey. The next step in this campaign is to work in partnership with our markets as we aim to roll this out globally”. Dr Helena Rubinstein, leading behavioural scientist from Innovia Technology, commented; “This is a tangible development in drink driving research. The approach Heineken® is taking is an innovative one. The interventions act together as part of a set and, in this relatively small sample size, have proven to be successful in reducing reported drink driving behaviour. Rolled out globally, this could help reduce drink driving incidents worldwide”. Launched at the Canadian Grand Prix, Heineken® will continue to communicate a powerful “Don’t drink and drive” message to a global audience through: F1 circuit branding, TV commercials, digital activations, live fan experiences and events, dedicated PR initiatives and packaging/point-of-sale activations. |
| Medio | Televisión |
| Duración | |
| Mercado | Países Bajos, Reino Unido |
| Production Company | Stink Films |
| Director Sound Engeneer | Grand Central Recording Studios |
| Director Global Heineken® Brand | Gianluca Di Tondo |
| Communication Director Global Heineken® Brand | Anuraag Trikha |
| Communication Manager Global Heineken® Brand | Daniela Iebba |
| Digital Manager Global Heineken® Brand | Jessica Setiawan |
| Global Chief Creative Officer Publicis WW & CEO Publicis Italy | Bruno Bertelli |
| Chief Creative Officer Publicis Italy | Cristiana Boccassini |
| Director ejecutivo de creación | Luca Cinquepalmi |
| Director ejecutivo de creación | Marco Venturelli |
| Associate Creative Director | Azeglio Bozzardi |
| Associate Creative Director | Martino Lapini |
| Strategic Planner | James Moore |
| Producer | Mariella Maiorano |
| Worldwide Account Director | David Pagnoni |
| International Client Service Director | Davide Gonzato |
| Jefe de cuentas | Silvia Ghiretti |
| Ejecutivo de cuentas | Carlotta Tamassia |
| Director | Joachim Back |
| Productor ejecutivo | Jon Chads |
| Producer | Tim Kerrison |
| DOP | Tim Maurice-Jones |
| Postproducción | MPC London |
| Creative Director | Bill McNamara |
| VFX Producer | Phil Whalley |
| Grade | MPC |
| Colourist | Jean-Clément Soret |
| Montador | Sam Gunn – Whitehouse Post London |
| Music track | Under Pressure |
| Publishing Queen | EMI Music Publishing (58%) |
| Publishing David Bowie | Oyez (42%) |
| Recording cover master sync | Wake the Town London |
2. Heineken / Designated Driver’s Pledge
| Título | Designated Driver’s Pledge |
| Agencia | Publicis Italy |
| Campaña | When You Drive, Never Drink |
| Anunciante | Heineken |
| Marca | Heineken |
| Fecha de primera difusión/publicación | 2018 / 5 |
| Sector Empresarial | Cervezas, sidras, cervezas ligeras |
| Medio | Interactivo |
| Duración | |
| Montaje | MPC LDN |
| Production Company | Stink Films |
| Director Sound Engeneer | Grand Central Recording Studios |
| Director | Joachim Back |
| Responsable de la creación | Bruno Bertelli |
| Global Chief Creative Officer Publicis WW & CEO Publicis Italy | Bruno Bertelli |
| Productor de la productora | Jason Kemp |
| Realizador | Gary Freedman |
| Colorista | Jean-Clément Soret |
| Colourist | Jean-Clément Soret |
| DOP | Tim Maurice-Jones |
| Brand Director | Gianluca Di Tondo |
| Director Global Heineken® Brand | Gianluca Di Tondo |
| Productor ejecutivo | Jon Chads |
| Responsable de conceptos / redactor | Bruno Vohwinkel |
| Communication Director Global Heineken® Brand | Anuraag Trikha |
| Director de cuentas | Lorenza Montorfano |
| Director de fotografía | Stéphane Vallée |
| Producer | Tim Kerrison |
| Director ejecutivo de creación | Marco Venturelli |
| Productor de la agencia | Mariella Maiorano |
| Producer | Mariella Maiorano |
| Director artístico | Alessandro Candito |
| Associate Creative Director | Martino Lapini |
| Planificador estratégico | James Moore |
| Strategic Planner | James Moore |
| Actor /Celebridad | David Coulthard |
| Director creativo | Bill McNamara |
| Creative Director | Bill McNamara |
| Productor ejecutivo | Christiane Dressler |
| Worldwide Account Director | David Pagnoni |
| Efectos especiales | Phil Whalley |
| VFX Producer | Phil Whalley |
| Director ejecutivo de creación | Cristiana Boccassini |
| Chief Creative Officer Publicis Italy | Cristiana Boccassini |
| Director ejecutivo de creación | Luca Cinquepalmi |
| Actor /Celebridad | Jackie Stewart |
| Responsable de cuentas de agencia | Silvia Ghiretti |
| Jefe de cuentas | Silvia Ghiretti |
| Efectos especiales | Adam Crocker |
| Associate Creative Director | Azeglio Bozzardi |
| Communication Manager Global Heineken® Brand | Daniela Iebba |
| Digital Manager Global Heineken® Brand | Jessica Setiawan |
| International Client Service Director | Davide Gonzato |
| Ejecutivo de cuentas | Carlotta Tamassia |
| Grading/Online | MPC |
| Música | Sizzer |
| Postproducción | MPC London |
| Productora | Anorak |
| Postproducción | MPC London |
| Grade | MPC |
| Montador | Sam Gunn – Whitehouse Post London |
| Music track | Under Pressure |
| Publishing Queen | EMI Music Publishing (58%) |
| Publishing David Bowie | Oyez (42%) |
| Recording cover master sync | Wake the Town London |
3. Snickers / Hungerithm
| Título | Hungerithm |
| Agencia | Clemenger BBDO Melbourne |
| Campaña | Hungerithm |
| Anunciante | Mars, Inc. |
| Marca | Snickers |
| Fecha de primera difusión/publicación | 2016 |
| Sector Empresarial | Chocolatinas, golosinas, dulces, chicle |
| Medio | Case Study |
| Duración |
4. Ezaki Glico / Glicode
| Título | Glicode |
| Brief | Glico has supported the growth and development of children for over 95 years. Through snacks and sponsorships, the brand is synonymous with Japanese childhood. Our snacks already make their way into the hands of children around Japan but we wanted to find a way to create something with real utility that truly aided a child’s development.While the world embraces programming education, Japan’s school curriculums are dated and lagging behind. So how could we combine the latest technology with the magic of our brand allowing our kids to keep up?We created GLICODE, the first ever educational app that uses image recognition to turn candy into code, teaching the fundamentals of programming. The app turns three popular products into bite-sized programming lessons which teach three basic principles: "BASIC SYNTAX", "IF STATEMENTS" and "LOOPS". GLICODE has already made its way into elementary schools and it's been incorporated into the national curriculum. ---- Glicode is the first ever educational app that uses image recognition to turn candy into code, teaching the fundamentals of programming. The app turns three popular products into bite-sized programming lessons which teach three basic principles: basic syntax, if statements and loops. In Japan Glico uses its iconic products to introduce children to the three principles of algorithmic thinking: basic syntax, loops and if statements. Using a smartphone and their favorite afternoon snack, eager minds lay out chocolate covered snacks, capture images and run sequences. |
| Agencia | Dentsu Inc. |
| Campaña | Glicode |
| Anunciante | Ezaki Glico Co., Ltd. |
| Marca | Ezaki Glico |
| Fecha de primera difusión/publicación | 2016 / 9 |
| Sector Empresarial | Bizcochos, pan, galletas de centeno |
| Sinopsis | We created GLICODE, the first ever educational app that uses image recognition to turn candy into code, teaching the fundamentals of programming. The app turns three popular products into bite-sized programming lessons which teach three basic principles: "BASIC SYNTAX", "IF STATEMENTS" and "LOOPS". GLICODE has already made its way into elementary schools and it's been incorporated into the national curriculum. |
| Medio | Applications |
| Duración | |
| Director ejecutivo de creación | Yasuharu Sasaki |
| Director creativo | Hiroshi Koike |
| Planificador estratégico | Ryutaro Seki |
| Planificador estratégico | Kazuyoshi Ochi |
| Planificador estratégico | Moe Goto |
| Director artístico | Yoshihiro So |
| Miembro del equipo creativo | Gene Brutty |
| Miembro del equipo creativo | Tim Seddon |
| Strategy/Planning | Joe Fry |
| Productor | Naru Kudo |
| Productor | Yosuke Suzuki |
| Productor | Kojiro Fukami |
| Director de proyectos | Haruka Yokokawa |
| Realizador | Mitsugu Matsumoto |
| Productor ejecutivo | Yasuhiro Kawasaki |
| Ejecutivo de cuentas | Shigenari Kato |
| Ejecutivo de cuentas | Mitsuki Yoshida |
5. Morton Salt / The One Moment
| Título | The One Moment |
| Agencia | Ogilvy Chicago |
| Campaña | The One Moment |
| Anunciante | K+S AG |
| Marca | Morton Salt |
| Fecha de primera difusión/publicación | 2016 / 12 |
| Sector Empresarial | Aliños |
| Medio | Interactivo |
| Duración |
6. 46664/Coca-Cola / The Line Up Song (107s)
| Título | The Line Up Song (107s) |
| Brief | After six years of not competing in any national competitions, and the previous team having retired, the players of the Egyptian soccer team were unknown to most people. As the team geared up for the African Cup of Nations, Coca-Cola needed to help Egyptians memorize the new line-up that was about to represent them. A cheery song did the trick. |
| Agencia | FP7/CAI |
| Campaña | The Line Up Song |
| Anunciante | Coca-Cola Company |
| Marca | 46664/Coca-Cola |
| Posted | Abril 2017 |
| Sector Empresarial | Bebidas gaseosas |
| Sinopsis | Summary: After 6 years of not competing in any national competitions, and the previous team having retired, the players of the Egyptian national team have become unknown to most people. As the team starts to gear up for the African cup of nations, coca cola, the brand that has always supported the Egyptian fan, needed to help Egyptians memorize the new line up that was about to represent them, and get them hyped for the football season. Cultural Context: On February 1st, 2012, a match held in Port Said Stadium between two rivals in the Egyptian League ended abruptly in a bloody massacre that turned the Egyptian fan into a victim and Egypt’s national sport, football, into the martyr. With a strict ban on live audiences at any matches for the next 3 years, Egypt’s favorite sport lost its fervor, its passion, its fans. Reflecting the country’s overall sentiment, our national team’s performance started to plummet, missing one too many chances at making it into important global championships. This in turn led to the team losing its fans not only physically but emotionally as well. This year with increased stability in the country and a new national team of young players, Coca Cola is on a mission to revive the Egyptian fan’s passion, helping them cheer on the young team to victory. |
| Medio | Web Film |
| Duración | |
| Director ejecutivo de creación | Ahmed Hafez Youness |
| Director creativo | Maged Nassar |
| Director creativo | Mohamed ELGhamrawy |
| Miembro del equipo creativo | Ahmed Fayez |
| Director de cuentas | Sara Sherif |
| Account Supervisor | Ahmed El Shimy |
| Account Executive | Aslan Tarek |
| Account Executive | Hend Ali |
| Head Of Film Production Department | Heba Radwan |
| Agency Producer | Inas Nagy |
| Agency Producer | Moayad El Shenawy |
| Production House | BigFoot |
| Director | Maged Nassar |
| Art Director | Assem Ali |
| DOP | Ahmed El Morsy |
| Executive Producer | Begad Omran |
| Producer | Ahmed Azmi |
| Producer | Nada Faied |
| Music Studio | Byrdkill |
| Music Composer | Wael Alaa |
| Stylist | Nada Adel |
| Post House | Lizard |
| Colorist | Karim Mira |
| Editor | Amr Rabee |
7. Ubrew / Responsibly the beer
| Título | Responsibly the beer |
| Brief | Ubrew, a small craft brewery in London, cleverly fought the competition (and got lots of PR coverage) by naming their new low alcohol beer “Responsibly." This took advantage of the much-advertised message “Drink Responsibly." Ads for beers always urge drinkers to "Drink Responsibly". So a small London brewery had the bright idea of launching a low-alcohol beer actually called Responsibly. This then became "the beer all the other beers ask you to drink". Agency comment : We launched this new low alcohol beer brand with an idea in its name: Responsibly, the beer all other beers ask you to drink. Taking advantage of the other beer brands that always end their communications with a "drink responsibly" or "enjoy responsibly" line. We made it with a smart tone of voice in order to create empathy between the brand and the people. |
| Agencia | McCann Worldgroup Italy |
| Campaña | Responsibly the beer |
| Anunciante | Ubrew |
| Marca | Ubrew |
| Posted | Junio 2017 |
| Sector Empresarial | Cervezas, sidras, cervezas ligeras |
| Sinopsis | UBREW, a small craft brewery from London, cleverly fights competition by naming their new low alcohol beer “Responsibly." The best part about the new beer is the way is taking advantage of the much-advertised message “Drink Responsibly." |
| Medio | Case Study |
| Duración |
8. Heineken / When You Drive, Never Drink. Jackie
| Título | When You Drive, Never Drink. Jackie |
| Brief | A cover version of David Bowie's "Heroes" accompanies this spot featuring legendary racing driver Jackie Stewart across the decades. As time goes on, one thing remains constant: he never drinks and drives. Heroes show moderation too. |
| Agencia | Publicis Italy |
| Campaña | When You Drive, Never Drink |
| Anunciante | Heineken |
| Marca | Heineken |
| Fecha de primera difusión/publicación | 2016 / 9 |
| Producto | Formula 1 Sponsorship |
| Sector Empresarial | Cervezas, sidras, cervezas ligeras |
| Sinopsis | A TV commercial, featuring road safety pioneer and F1® legend, Sir Jackie Stewart, creatively communicates a powerful anti-drink driving message where consumers are left in no doubt – when you drive, you never drink. It reinforces the company’s view that when you’re behind the wheel, abstinence is the only option. |
| Medio | Televisión |
| Duración | |
| Actor /Celebridad | Jackie Stewart |
| Brand Director | Gianluca Di Tondo |
| Responsable de la creación | Bruno Bertelli |
| Director ejecutivo de creación | Cristiana Boccassini |
| Responsable de conceptos / redactor | Bruno Vohwinkel |
| Director artístico | Alessandro Candito |
| Planificador estratégico | James Moore |
| Director de cuentas | Lorenza Montorfano |
| Responsable de cuentas de agencia | Silvia Ghiretti |
| Productor de la agencia | Mariella Maiorano |
| Realizador | Gary Freedman |
| Productor ejecutivo | Christiane Dressler |
| Productor de la productora | Jason Kemp |
| Director de fotografía | Stéphane Vallée |
| Postproducción | MPC London |
| Director creativo | Bill McNamara |
| Efectos especiales | Adam Crocker |
| Efectos especiales | Phil Whalley |
| Grading/Online | MPC |
| Colorista | Jean-Clément Soret |
| Productora | Anorak |
| Música | Sizzer |
9. Sagawa Shoyu / Flounder fish
| Título | Flounder fish |
| Agencia | VML Ogilvy Japan |
| Campaña | Flounder fish |
| Anunciante | Sagawa Shoyu |
| Marca | Sagawa Shoyu |
| Fecha de primera difusión/publicación | 2016 / 10 |
| Sector Empresarial | Sopas, relleno, salsas precocinadas |
| Medio | Exterior |
| Director ejecutivo de creación | Ajab Samrai |
| Montador | Dixon Wong |
| Productor | Thorsten Meyer |
| Productor | Fred Kendall |
| Responsable de cuentas de agencia | Takuya Murakami |
| Illustrator | Gyotaku |
| Illustrator | Sei Sugiyama |
10. Activia / Journey to your Dream/Ingrid
| Título | Journey to your Dream/Ingrid |
| Brief | Activia takes us on a journey – through the eyes of a ballerina – starting from a childhood ballet class in Rio de Janeiro. We see her determination, her struggles, her pain. We watch as she leaves her country and her family to follow her dreams all the way to New York City. The music crescendos and abruptly ceases. She is selected by the stern-faced, demanding director to dance front and centre on stage. She is Ingrid Silva, one of the world’s best emerging dancers, and she has made it. The journey to your dreams always starts from within. |
| Agencia | Wunderman |
| Campaña | Journey to your Dream/Ingrid |
| Anunciante | Danone |
| Marca | Activia |
| Posted | Noviembre 2016 |
| Sector Empresarial | Comida |
| Sinopsis | Activia is one of the most known yogurt in the world and a true ally for women's daily life. |
| Problema | Based on the proven facts that a large majority of women are convinced their body prevents them from achieving their deepest aspirations, Activia has gone on a mission to help them find inner harmony, to realign body and spirit, to unite ‘I want’ and ‘I can’. The brand offers each of them the opportunity to "live in sync" with themselves and ultimately unleash their full potential. As element of a whole campaign, this film will hopefully inspire every women in the world and help them to understand that every great achievement starts from within. |
| Medio | Web Film |
| Director creativo | Benjamin Bregeault |
| Director artístico | Benjamin Bregeault |
| Productora | Moonwalk |
| Realizador | Ben Briand |
| Productor de la productora | Alexis Bensa |
| Productor de la agencia | Valérie Montiel |
| Productor de la agencia | Estelle Diot |
| Strategist | Lionel Gomez |
| Strategist | Katie Barber |
| Strategist | Richard Dunn |
11. DB Export / DB export beer bottle sand
| Título | DB export beer bottle sand |
| Agencia | Colenso BBDO Auckland |
| Campaña | Sand Made From Bottles, Not Beach |
| Anunciante | DB Breweries Ltd. |
| Marca | DB Export |
| Fecha de primera difusión/publicación | 2017 / 2 |
| Sector Empresarial | Cervezas, sidras, cervezas ligeras |
| Medio | Case Study |
| Duración |
12. Moscow Black / Coffee is not a drug
| Título | Coffee is not a drug |
| Brief | The dark web is notorious for clandestine and nefarious goods and services. So why is a specialty coffee company marketing and selling its dark roast here? Cooperative Cherniy decided to play off the Russian perception that coffee is bad for the health and associate the product with the dark web culture. Through banner ads on dark web forums, the “first legal product advertised on the darknet” reached 10,000 people within the first hour and 1.5 million in the first day. Why is a speciality coffee company marketing and selling its dark roast on the dark web? Playing off the Russian perception that coffee is bad for the health, Chernyi decided associate to their product with the dark web culture and become the “first legal product advertised on the darknet.” |
| Agencia | Possible |
| Campaña | Coffee is not a drug |
| Anunciante | Chernyi Cooperative |
| Marca | Moscow Black |
| Fecha de primera difusión/publicación | 2016 / 12 |
| Sector Empresarial | Café, té, bebidas a base de chocolate calientes, preparados para el desayuno |
| Sinopsis | In Russia, people believe that coffee is a drug and that drinking it is bad for your health. Chernyi Cooperative, a coffee company in Moscow, strived to create a campaign that turned this misconception on its head, and teamed up with POSSIBLE to do just that. Enter the "coffee is not a drug" campaign, the first legal product advertisement on the darknet. We created a shop for the Chernyi Cooperative to sell their coffee on Tor, the anonymous communication network. The shop operates at cherniyx23pmfane.onion. Once their Bitcoins or the Qiwi payment goes through, buyers receive coordinates as to the whereabouts of their stash. Confronting coffee’s illicit stereotype on a platform that is known for drug trafficking, one bag at a time. |
| Medio | Case Study |
| Duración | |
| Director creativo | Vlad Sitnikov |
| Responsable de conceptos | Maxim Fedorov |
| Responsable de conceptos / redactor | Maxim Fedorov |
| Responsable de conceptos / redactor | Artem Trofimov |
| Director artístico | Anton Vodogreev |
| Illustrator | Anton Vodogreev |
| Illustrator | Stas Vasiliev |
| Productor digital | Ivan Bormotov |
| Productor digital | Kirill Nikitin |
| Realizador | Artur Miroshnichenko |
| Música | Sounds Like A Plan |
| Música | Bad Zu |
| Música | Filipp Alexandrov |
