디지털 광고는 어떻게 진화하는가?

디지털 분야 아시아 최고 권위의 광고제인 디지털아시아페스티벌(The Digital Asia Festival)이 11월7일부터 8일까지 베이징에서 열린다. 이틀간 세계적 네트워크 광고대행사의 크리에이티브 디렉터들과 마케터 등 디지털 업계에서 26명의 연사가 나서 17개의 세미나를 주관한다.

심사위원장은 맥켄 에릭슨의 유럽 총괄인 마티아스 팜젠슨 (Matias Palm-Jensen).

마티아스 위원장은 스웨덴 출신의 크리에이티브 디렉터로, 2000년경부터  유럽 포털 사이트 기획, 디젤․노키아 등의 웹사이트 플랫폼 구축 등으로 주목을 받았다. 칸 라이언즈에서 9년 연속 수상실적을 거둔 그는 디젤(Diesel)의  'Heidie's 15 MB of Fame' 캠페인으로 2007년 칸 라이언즈 그랑프리를 받았다. 2010년엔 노키아의 ‘The world’s biggest signpost‘캠페인으로 칸 라이언즈 사자 트로피를 8개 휩쓸기도 했다. 25명의 심사위원 가운데 한국에선 제일기획 이유신 CD가 참여했다.

7일 나설 연사들은 대형 에이전시 그룹인 Mindshare, Grey, MassiveMusic, Leo Burnett, Tribal DDB, Isobar, Proximity, 그리고 Bates Singapore의 CD들이다.

8일엔 Tapit, Media Innovation Group, Ogilvy, JWT, Havas Media APAC, Tencent Online, 그리고 Cheil China Group 등이 세미나를 주관한다.

광고 잡지 캠페인(Campaign Asia-Pacific)의 편집장인 아티파 실크(Atifa Silk)가 심사위원들과 함께 무대로 나와 출품작들에 대해 자유롭게 토론하는 심사평 세션도 있다.

페스티벌 기간엔 올해 칸 라이언즈와 스파이크스 아시아에 출품됐던 사이버와 모바일 부문의 수상작품들을 전부 스크리닝할 수 있다.

미리엄 쿠퍼드(Myriam Coupard) 페스티벌 감독은 “디지털아시아페스티벌에 출품된 탁월한 아이디어의 작품들과 혁신적인 세미나는 디지털 산업과 아시아 태평양 지역의 크리에이티브들에게 영감을 불어넣을 것”이라고 했다.

전시와 세미나, 시상식 등 모든 이벤트는 베이징 그랜드 밀레니엄 호텔(Grand Millennium Beijing)에서 열린다. 참관비는 1인당 450달러, 만 23세(1988년 11월8일 이후 출생) 학생임을 입증(이메일로)하면 150달러.

등록: www.digitalasiafestival.com/general/festival-packages.
문의: 칸 라이언즈 한국사무국 02-757-1730 webmaster@canneslions.co.kr

2012 Digital Asia Festival 예심 통과 작품은 아래와 같다.

A. Search
Knorr 321 Recipe Application-Nutrition Hub, AKQA Shanghai, Unilever China
We Know Your Inner Mini!, iProspect / Carat, Mini,Malaysia
Ego Search, MEC Reliance Communications, India
SingTel mioTV BPL Crisis Management  MEC, SingTel mioTV, Singapore
 
B. Mobile
Mall Without Boundary Gravitas Limited, Sun Hung Kai Real Estate Agency,  Hong Kong SAR
Blue Mobility App That Makes Drivers Act, MediaCom Beijing, 
Volkswagen China
Realtime Olympics, NIM Digital, McDonald’s, China
 
C. Display
Type Like Crazy For The Jetta,  Grey Digital, Volkswagen, India
Did Your Designation Just Change?, Interactive Avenues  American Express,  India
BPI Concept Cars, McCann/MRM BPI Family Savings Bank, Philippines

D. Website & Microsites
Birds & The Bees 2.0, DDB Group Singapore StarHub, Singapore
 
E. Best loyalty campaign
BYO Cup Day, Leo Burnett Melbourne, 7-Eleven Australia
Share a Coke,Wunderman (in partnership with Ogilvy, IKON, and Naked)  Coca-Cola Australia, Australia
 
F. Viral Advertising
It's More Fun in The Philippines, BBDO Guerrero, Department of Tourism,  Philippines
The 21st Century Beetle, DDB Group Singapore, Volkswagen Group Singapore,  Singapore
Anything4Jetta - Zero to Trending in 20 min., Grey Digital, Volkswagen,  India
Crop Circle, Interone China, BMW China, China
Why This Kolaveri Di Jack In The Box, Worldwide & Sony Music Digital Marketing Team, Sony Music Entertainment India, India
Red Cross SOS to SMS,  Lowe Philippines, Philippine Red Cross , Philippines
Coke OFW, McCann, The Coca-Cola Export Company, Philippines
Indescribable Taste, Ogilvy & Mather Group, HK, Birdland (HK)  Hong Kong SAR
Skin,Ogilvy Beijing, PETA, China
Gift Of Life, TBWA Santiago Mangada Puno, Energizer Philippines Inc. / Manikako Inc., Philippines
IKEA PS Limited Edition Collection - PerFORM the Design,, Wunderman | AGENDA Hong Kong, The Dairy Farm Company - IKEA  Hong Kong SAR
 
H. Best integrated
The Wine is Over, Colenso BBDO, DB Breweries, New Zealand
The V Motion Project, Colenso BBDO,  Frucor Beverages, New Zealand
Spare Space, Spread Love, Nim Digital  Johnson's Baby, China
BYO Cup Day,  Leo Burnett Melbourne  7-Eleven, Australia
Finding True North, Ogilvy Shanghai VF, China
Hover Car, Proximity China / Goodstein & Partners,Volkswagen Group China,  China
Good Energy Taxi, TBWADigital Arts Network,  Mercury Energy, New Zealand
Okamoto Freedom Project,TBWADigital Arts Network Singapore, Corlison, Singapore
Crying Out, Wunderman,Australian Direct Marketing Association (ADMA),Australia
Share a Coke,Wunderman (in partnership with Ogilvy, IKON, and Naked)  Coca-Cola Australia, Australia
 
I. Media innovation award
Mimeisthai at TEDx, Clemenger BBDO Sydney, TEDx, Australia
The V Motion Project, Colenso BBDO  Frucor Beverages, New Zealand
Birds & The Bees 2.0, DDB Group Singapore, StarHub, Singapore
The 21st Century Beetle, DDB Group Singapore,Volkswagen Group Singapore,  Singapore
Puma Social Teammates, Innored, Puma Korea,  South Korea
Tata Docomo Twittcom - The World's first Twitter commerce,  Interface Business Solutions (I), Tata Docomo, India
Realtime Olympics, NIM Digital  McDonald’s, China
The Coke Hug Machine , Ogilvy & Mather Singapore,The Coca-Cola Company  Singapore
Clear ADvantage, OgilvyOne Worldwide Manila, Unilever Philippines, Philippines
 
J. Best use of social media
Mimeisthai at TEDx, Clemenger BBDO, TEDx, Australia
Save Seven, Colenso BBDO, The New Zealand Breast Cancer Foundation  New Zealand
Bury the Past, DDB DM9JaymeSyfu, Gabriela, Philippines
Gunning for Gold on LinkedIn, Interactive Avenues, American Express, India
BYO Cup Day, Leo Burnett Melbourne,  7-Eleven, Australia
Mr. Bao , Ogilvy Beijing,  IBM, China
Finding True North, Ogilvy Shanghai, VF, China
The Big Mac Farm Challenge, OMD Fuse, McDonald's,  Australia
Hover Car, Proximity China / Goodstein & Partners,Volkswagen Group China  China
 
K. Tablets apps
Electric Cafe, Ogilvy Beijing,  Volkswagen,  China
VW Phaeton Ipad App,  Ogilvy Beijing,  Volkswagen,  Chin

L. Mobile apps
Ice Breaker, im2.0, Adidas, China
Realtime Olympics, NIM Digital,  McDonald’s, China
Chinese New Year Unsung Heroes, OMD HK/DDB Group HK, McDonald’s Hong Kong, Hong Kong SAR
Okamoto Tipoff,  TBWADigital Arts Network Singapore,  Corlison, Singapore
Blue Mobility, DDB China Group, Volkswagen China, China
 
M. Gaming
Nike Shoe Boxxxx, beacon communications / Leo Burnett Tokyo, Nike Japan  Japan
Chrome Experiment: Ramayana, Ogilvy & Mather Singapore, Google Singapore
 
N. Online PR
Mimeisthai at TEDx  Clemenger BBDO Sydney  TEDx  Australia
Foremost - Thai Drink Milk  Mindshare Thailand /Minteraction  FrieslandCampina (Thailand)  Thailand
 
Campaign title  Agency name  Advertiser  Credit Country
O. Banners & other rich media
See From Sound  McCann Worldgroup/MRM  Amarin Book Center  Thailand
The Incredible Sharpness  McCann Worldgroup/MRM  Italasia Electro  Thailand
 
Campaign title  Agency name  Advertiser  Credit Country
P. Other Digital channels
Birds & The Bees 2.0  DDB Group Singapore  StarHub  Singapore
Smart Does it Again With The Pearl  MEC Interaction China  Mercedes-Benz China  China
Coca-Cola's Hello  Ogilvy&Mather Japan  Coca-Cola Japan  Japan
 
Campaign title  Agency name  Advertiser  Credit Country
S01. Commercial Public Services
Birds & The Bees 2.0  DDB Group Singapore  StarHub  Singapore
Crying Out  Wunderman  Australian Direct Marketing Association (ADMA)  Australia
 
Campaign title  Agency name  Advertiser  Credit Country
S02. Travel/Entertainment & leisure
Why This Kolaveri Di  Jack In The Box Worldwide & Sony Music Digital Marketing Team  Sony Music Entertainment India  India
Nano Drive With MTV  MTV India  TATA Nano  India
 
Campaign title  Agency name  Advertiser  Credit Country
S03. Retail & ecommerce, incl. restaurants
Nike Shoe Boxxxx  beacon communications / Leo Burnett Tokyo  Nike Japan  Japan
Realtime Olympics  NIM Digital  McDonald’s  China
Indescribable Taste, Ogilvy & Mather Group, HK, Birdland (HK)  Hong Kong SAR
Finding True North  Ogilvy Shanghai  VF  China
Chinese New Year Unsung Heroes  OMD HK/DDB Group HK  McDonald’s Hong Kong  Hong Kong SAR
Turntable Rider  TBWAHakuhodo  Relations Inc.  Japan
IKEA PS Limited Edition Collection - PerFORM the Design  Wunderman | AGENDA Hong Kong  The Dairy Farm Company - IKEA  Hong Kong SAR
 
S04. Financial services
Gunning for Gold on LinkedIn  Interactive Avenues  American Express  India
 
S05. Corporate Information
Demolition Site  DDB Group Singapore  Courts  Singapore

S06. FMCG
The V Motion Project  Colenso BBDO  Frucor Beverages  New Zealand
Diary  Ogilvy Beijing  Xi'an Janssen Parmaceutical  China
BenNaNa Digital Campaign  Ogilvy Beijing / Mindshare Beijing  Nestlé  China
Smironoff Nightlife Experience  Profero  Diageo  Australia
Gift of Life  TBWASantiago Mangada Puno  Energizer Philippines Inc. / Manikako Inc.  Philippines
Share a Coke  Wunderman (in partnership with Ogilvy, IKON, and Naked)  Coca-Cola Australia  Australia
Coca-Cola 2012 London Olympics Join the China Beat  wwwins Isobar  Coca-Cola Greater China  China
 
S07. Other consumer product (including durable goods)
Nike Shoe Boxxxx  beacon communications / Leo Burnett Tokyo  Nike Japan  Japan
Chrome Experiment: Ramayana  Ogilvy & Mather Singapore  Google  Singapore
 
S08. Fundrasing, charities, appeals, non-profit organisations, public health & safety, public awareness
Save Seven  Colenso BBDO  The New Zealand Breast Cancer Foundation  New Zealand
Blue Mobility App That Makes Drivers Act  MediaCom Beijing, DDB Group China  Volkswagen (China)  China
Flying Book  Ogilvy & Mather, Thailand  Amway (Thailand)  Thailand
Gift Of Life  TBWA Santiago Mangada Puno  Manikako Inc. / Energizer Philippines Inc  Philippines
 
S09. Automotive
Crop Circle  Interone China  BMW China  China
Skoda Fabia Design Your Dream Car  MediaCom Shanghai  Shanghai Volkswagen Automotive  China
The All New B-Class Taobao Pre-sell  Ogilvy & Mather Advertising Beijing  Mercedes-Benz  China
Singular Masterpiece  Ogilvy Beijing  Volkswagen  China
VW Electric Café  Ogilvy Beijing  Volkswagen  China
Mirainihon Project  TBWAHakuhodo  TBWAHakuhodo  Japan
 
S10. B2B (other)
Mr. Bao  Ogilvy Beijing  IBM  China
Parallel Paths  Ogilvy Beijing  IBM  China
Dare to Challenge: Project TCO  OgilvyOne Worldwide IBM TaiwanChinese, Taipei
 
S11. B2C (other)
No More Nuisance Calls, Ogilvy Hong Kong: Social@Ogilvy Asia Pacific  SmarTon, Hong Kong SAR

S12. Publication & media
See From Sound, McCann Worldgroup/MRM, Amarin Book Center, Thailand