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CORPORATE COMMUNICATIONS РУWKaБinnsnРeLИrysoonКfsАtfhoer 2fe0s1t6ival of creativity

PR LIONS
“THE ORGANIC EFFECT” – ORSMAN & BODENFORS
Gothenburg, Sweden

PRINT AND PUBLISHING
“MCWHOPPER” – Y&R DIGITAL
Auckland, New Zealand

PRODUCT DESIGN
“JACQUARD” - GOOGLE CREATIVE LAB
London, United Kingdom

PROMO & ACTIVATION LIONS
“#OPTOUTSIDE” - VENABLES BELL & PARTNERS
San Francisco, United States of America

RADIO LIONS
“THE EVERYMAN MEAL” – Ogilvy & Mather
Johannesburg, South Africa

TITANIUM GRAND PRIX
“#OPTOUTSIDE” - VENABLES BELL & PARTNERS
San Francisco, United States of America

statues, one of which is a gold statue in the category
“Promo and Activation”, where the activity and the
interaction of the people with the campaign is as-
sessed.

Emotion is still fashionable, and this is demon-
strated also by the second Grand Prix winner “Tita-
nium Lion”, the Agency “Leo Burnett” from Madrid
for the project JUSTINO. Justino is an animated char-
acter, the main protagonist in the animated mini-se-
ries, whose virtual life became partially realistic
through the social networks. Justino has it Facebook,
Instagram, and Twitter profiles, through which it
communicates similarly to a real person. It is a mat-
ter of an active project that follows the current devel-
opments, therefore Justino is in trend with time,
which gives him a bigger attribute of a reality. The
story is perfectly made in order to awaken the emo-
tion of sharing, unity, mutual communication, which
is used for promotion of the Spanish national lottery
where a long tradition exists for the whole family to-
gether to participate in the Christmas lottery, and the
same applies for the employees and other groups that
would share the eventual gain. What I find particu-
larly interesting is that similarly to the case “Fajita”
in Egypt, from several years ago, Justino also becomes
a character which leaves the frameworks of the cam-
paign that it has been created for, and the Spanish
people continue to look for continuation of the story,
even after the completion of the campaign.

94 July-August 2016