 MAA Globes 2009: McDonald’s Cheer for China campaign bags `Best of the Best in the World`
A total of 48 Globes, silver and bronze awards, as well as Orders of Merit Certificates in 16 entry categories, were announced at the 24th annual MAA Globes Award Ceremony in Boston, USA, on October 21. The awards were judged between July and September by 114 judges from 22 countries, representing agencies, clients, academia, media and industry associations.
“To be eligible for a MAA Globe, campaigns must first be a winner in their own country or region. The quality of the campaigns and the competition between them is significantly higher this year, making the task of the international judging panel ever more difficult. This year we saw much more diversity in the executions spread across all categories," said Mike Da Silva, VP-Marketing. MAA Globes.
The awards recognise the very best in promotion marketing award programmes that are run around the globe. The Globes' country partners are AMPRO from Argentina, the APMA Stars from Australia and New Zealand, CAMPRO from Brazil, CAPMA PROMO Awards from Canada, the Promotion Planning Awards from Japan, the PMAA Dragons from Asia, the Silver Mercury’s from Russia, the ISP Awards from the UK and the PMA REGGIES Awards from the USA. Country entries were also received from Ireland.
'The Best of the Best in the World Globe' went to DDB Shanghai, Tribal DDB, China for “McDonald’s Cheer for China”. As a a foreign company, McDonald’s wanted to be more than just one of 56 or so sponsors of the 2008 Beijing Olympics. DDB China and its sister DDB Tribal Shanghai found a way for them to become an integral part of it. The “I’m lovin it when China Wins” campaign brought the 2008 Olympics to the people and became a movement for millions all over the country. The agencies seamlessly weaved the global tagline into everyone’s dream, for China to win the most medals and lead the World and a cheer. Using a viral interactive campaign, video “cheering stations” in McDonald’s stores and even a “Cheer for China Online Reality Show”, the promotion culminated in a Guinness World Record with the winners of the promotion and 1,200 cheerers, outside the Olympic Bird’s Nest Stadium.
Below is the complete list of award categories and the winners:
Best Integrated Communications Campaign
Globe: Blue Chip Marketing, UK, for “Kellogg’s Zookeeper”
Silver: The Marketing Arm, USA, for “AT&T Team USA Soundtrack”
Bronze: Wunderman Cato Johnson, Argentina, for “Don’t Touch the Label”
Order of Merit: TBWA\WHYBIN\Tequila, New Zealand, for "This is not a Jersey/AdiThread"; Capital C, Canada, for Dove "Sleepover for Self Esteem"; McCann Erickson, Malaysia, for "Cornetto Love Sparks"; Draftfcb/Razorfish/Digitas/MediaVest/Weber Shandwick, USA, for "Oreo DSRL"; and Bates 141, Vietnam, for "Mobi365, Redefining Rural Living in Vietnam through Connectivity".
Best Sponsorship or Tie-In Campaign
Globe: DDB Shanghai, Tribal DDB, China, for “McDonald’s Cheer for China”
Silver: Blue-Chip Marketing, UK, for “White Invite”
Bronze: Euro RSCG, Australia, for “The Quantum Code”
Order of Merit: Apollo Marketing, Australia, for "VB Top Ticket"; Graffiti, Australia, for "Believe"; Jagran Solutions, India, for "Gatorade Pacers 2008"; Blue Chip Marketing, UK, for "Kellogg's Zookeeper"; and The Big Kick Company, UK, for "Walkers Brit Trips".
Best Use of Direct Marketing in a Promotion Campaign
Globe: FUSE Marketing Group, Canada, for “Tetley Halloween Ambassador Program”
Silver: Tequila, India, for “The Big Bangle Promotion”
Bronze: The Marketing Store, Australia, for “Smirnoff Secret Party Wristband Mailing”
Order of Merit: CraveroLanis BTL, Argentina, for "Looking for Snow"; Blitz – Cossette, Canada, for "Clear the Way Campaign"; OSL Marketing, Canada, for "Aeroplan Loyalty Programme"; Jagran Solutions, India, for "Disney Ratatouille Mailer"; and The Pulse Group, UK, for "Bell’s. Rich with Flavour, Full of Life".
Best Innovative Idea or Concept
Globe: TBWA\WHYBIN\Tequila, New Zealand, for “Man Vending Machine”
Silver: BOOM! Marketing, Canada, for “Booby Wall”
Bronze: Blue Chip Marketing, UK, for “Kellogg’s Zookeeper”
Order of Merit: Clemenger Fusion, Australia, for "Four'N Twenty Magic Salad Plate"; R&I Group, Russia, for “Stimorol Ice Liquid Centre -Liquid'ation of communication problems"; OgilvyAction, UK, for "Grim Tales"; AKQA, USA, for "The Lost Ring"; and Momentum Worldwide, USA, for "How Sweet the Sound".
Best Digital Communications Campaign
Globe: The Marketing Arm, USA, for “AT&T Team USA Soundtrack”
Silver: TBWA\WHYBIN\Tequila, New Zealand, for “This is not a Jersey / AdiThread”
Bronze: Civic Entertainment Group, USA, for “Power of the Letter”
Order of Merit: Wunderman, Australia, for "One in a Billion"; DDB Shanghai, Tribal DDB, China, for "McDonald’s Cheer for China"; Hungama Digital Media Entertainment, India, for "Ghajini - findghajini.com"; Wax Communications, UK, for "Waterstone’s - The Big Book Bank"; and AKQA, USA, for "The Lost Ring".
Best Brand-Building Campaign
Globe: OgilvyAction, Japan, for “KOOL Discovery”
Silver: OgilvyAction, Canada, for “Maxwell House “Brew Some Good””
Bronze: Grey Group, Hong Kong, for “Pringles Express Yourself”
Order of Merit: Wunderman, Australia, for "One in a Billion"; 30Thirty, Australia, for "Jump Start Your Day with Nutella"; Apollo Marketing, New Zealand, for "Export Yourself"; Leo Burnett, Canada, for "Be Proud Of Your Wiener"; and OgilvyAction, UK, for "Rainforest Alliance Certification".
Best Business to Business Campaign
Globe: Blue Chip Marketing, UK, for “3M Deal Or No Deal”
Silver: Kaleidoscope Marketing Communications, Australia, for “Europe is only a Heartbeat Away”
Bronze: ICICI Bank, India, for “ICICI Bank Talkies on the Move”
Order of Merit: Apollo Marketing, Australia, for "Coca-Cola 7 Eleven - Go for Gold - Trade Promotion"; Solutions|Digitas, India, for "Thompson Press Digital - Champi Wala”; Progression, Russia, for “Progression On-line Party”; Mindshare, Russia, for “Motorola Sexy Bluetooth Launch”; and Civic Entertainment Group, USA, for “CNN Grill: 2008 Election Coverage”.
Best Trade Marketing or Account Specific Campaign
Globe: Lunchbox, USA, for “Unilever Soundcheck”
Silver: Leo Burnett, Australia, for “Colgate Invisible Nasties II”
Bronze: Ogilvy & Mather Advertising, Taiwan, for “Who can make her smile? The Unsmiling Tsarevna ”
Order of Merit: Evocatif, Australia, for “Take a holiday from fees”; Future Group, Brazil, for “Nestle Torce por voce”; Capital C, Canada, for “Sunlight Eco-Action Kids Awards Programme”; Grey Group, Malaysia, for “Sensodyne Chill Test”; and Wax Communications, UK, for “Waterstone’s – The Big Book Bank”.
Best Event or Experiential Marketing Campaign
Globe: MacLaren Momentum, Canada, for “American Express Presents Dinner in the Sky”
Silver: Action! Agency, Russia, for “Coca-Cola light Sampling: Live Vending Machines”
Bronze: Oasis, USA, for “Nickelodeon’s Slime Across America”
Order of Merit: The Shop, Australia, for “Do You Have the Edge?”; Branded Moments of Truth, UK, for “The Real Fast Food Show”; Mirrorball, USA, for “Spirit of Amsterdam"; Momentum Worldwide, USA, for “How Sweet the Sound”; and MASS Hispanic Marketing for “HUGGIES® and PULL-UPS® El Incomparable Tren De Vida De Mamá”.
Best Activity Generating Brand Loyalty
Globe: Mudra Communications, India, for “Women on wheels – The TVS Institute”
Silver: Blue Chip Marketing, UK, for “Kellogg’s Wake Up To Breakfast”
Bronze: Solutions|Digitas, India, for “Aviva Dollar Dreams”
Order of Merit: Apollo Marketing, New Zealand, for “Export Yourself”; Capital C, Canada, for “Dove Sleepover for Self Esteem”; B STREET, Canada, for “2008 iCoke Holiday Programme”; Dentsu Young & Rubicam, Japan, for “Ensure Liquid 20th Anniversary Campaign”; and Oasis, USA, for “Nickelodeon’s Slime Across America”.
Best Effective Long Term Marketing Campaign
Globe: Wunderman Cato Johnson, Argentina, for “Don’t Touch the Label”
Silver: Marketing Network, Ireland, for “Odlums Pancake Party”
Bronze: Intigus, Malaysia, for “Maybank Treats Fair”
Order of Merit: Umbigo do Mundo Comunicação, Brazil, for “GiraSurpresa”; DRAFTCB, Canada, for “Coors Light Mystery Mansion 2008 - Bring us Your Brave”; Inventa, Canada, for “Motrin IB My Game My Pain”; Candid Marketing, India, for “ESPN Star Sports - Learning Ground”; and Gigunda Group, USA, for “Charmin NYC Restroom Experience”.
Best Dealer or Sales Force Activity
Globe: TBWA\Tequila, Malaysia, for “MICHELIN: Mission to Macau”
Silver: Wunderman Cato Johnson, Argentina, for “Lan Airlines - Lan low Budget”
Bronze: Solutions|Digitas, India, for “Aviva Dollar Dreams”
Order of Merit: Smash Beyond the line S.A., Argentina, for “Lanzamiento Euro Diesel”; PR kvadrat, Belarus, for “Extra Tips!”; Espresso, Canada, for “Summer Sales Road Trip”; Capital C, Canada, for “Nissan/Infiniti Dealer Web Programme”; and Arc Worldwide, USA, for “Building Blocks”.
Best Brand Awareness & Trial Campaign
Globe: R&I Group, Russia, for “Stimorol Ice Liquid Centre - Liquid'ation of communication problems”
Silver: OgilvyAction, UK, for “Grim Tales”
Bronze: Mango Communications, New Zealand, for “Cranial Billboards”
Order of Merit: FUSE Marketing Group, Canada, for “Tetley Halloween Ambassador Programme”; TBWA\WHYBIN\Tequila, New Zealand, for “Man Vending Machine”; Action! agency, Russia, for “Coca-Cola light Sampling: Live Vending Machines”; Synergy Events, USA, for “Wachovia Way2Save Challenge Tour”; and JWT, Vietnam, for “Credit Card Launch – Can’t Shake it Off?”
Best Activity Generating Brand Volume
Globe: Arnold Worldwide, USA, for “Wal-Mart AC/DC Launch”
Silver: Blue-Chip Marketing, UK, for “White Invite”
Bronze: Blue Chip Marketing, UK, for “Kellogg’s Wake Up To Breakfast”
Order of Merit: Clemenger Fusion, Australia, for “Four’N Twenty Magic Salad Plate”; MacLaren Momentum, Canada, for “As the Cookie Crumbles”; Bates 141, Singapore, for “Celebrating Singapore’s Heroes”; Ogilvy & Mather Advertising, Taiwan, for “Virtual vs Real”; and Blue Chip Marketing, UK, for “3M Deal Or No Deal”.
Best Cause or Charity Marketing Campaign
Globe: Evocatif, Australia, for “Lowering the Nation’s Cholesterol”
Silver: Sob Medida Comunicação, Brazil, for “Retratos da Coragem (Portraits of Courage)”
Bronze: Leo Burnett, Australia, for “Earth Hour 2”
Order of Merit: CraveroLanis BTL, Argentina, for “Recycle”; Grey, Australia, for “Road Safety Christmas Enforcement”; BOOM! Marketing, Canada, for “Booby Wall”; The Grupo Sorbetero Company, Philippines, for “Secret Santa Bazaar”; and iris nation, UK, for “Highways Agency – Don’t Be That Guy”.
Best Small Budget Campaign
Globe: Mazah – Live Marketing, Brazil, for “Don’t Let Rubella In”
Silver: Boom! Marketing, Canada, for “Help Hunger Disappear”
Bronze: Tequila, India, for “The Big Bangle Promotion”
Order of Merit: Believe Marketing Services, Brazil, for “Usina Da Barra”; Mudra Communications, India, for “Park Avenue – Iron Man”; R&I Group, Russia, for “No wires – no troubles!”; Progression, Russia, for “Progression On-line Party”; and Civic Entertainment Group, USA, for “CNN Community Outreach”.
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