The 'And you without knowing' campaign’ de la HIM, Inspirational award 2012 outdoors digital

The Inspirational Awards Jury 2012 has awarded the Gold award in the 'Digital Outdoor and Emerging Media' category’ to the campaign 'And you without knowing’ of the United Nations that, thanks to Callao City Lights and Telefónica, made the people of Madrid the protagonists of the initiative through the large digital screen installed in the Plaza de Callao in Madrid.

The VI Inspirational Festival, that organizes IAB Spain, has presented the Inspirational Awards to the most innovative digital campaigns and projects in 2012. Those responsible for more than 40 digital campaigns and projects have collected their awards during the 'Inspirational Night', the closing ceremony of the festival. The 'Take them to school' campaign’ the ING Direct, performed by Ogilvy Spain, has won the Inspirational Grand Prize in this edition of 2012. The Mahou San Miguel Group has been chosen as the best digital advertiser of the year.

Besides, in the category of 'Digital Outdoor and Emerging Media', Gold has corresponded to the initiative 'And you without knowing’ of the United Nations Millennium Campaign, innovative social media campaign that sought to publicize the important achievements made in the fight against extreme poverty in the world in this last decade, that came out 11 of June to the streets to make citizens the true protagonists. So, in the Plaza de Callao in Madrid, The huge screen of the Callao Cinemas was transformed into an improvised set that captured pedestrians who stopped to watch the campaign ads., making them the protagonists of the campaign, by projecting their reactions and how they donated their social profiles at the time, in the middle of the street.

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For your part, The Silver award went to the digital agency Btob for its #ganamospor initiative, which consisted of a truck with a giant LED screen that toured the past 10 February, for eight hours, the main streets of the center of Madrid with messages from citizens in real time broadcast on the social network Twitter explaining the reasons for the success of Spanish sport in recent years, in response to the puppet videos on Canal Plus France that made fun of the Spanish results.

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Finally, The Bronze went to the interactive campaign 'Keep the good’ from the Bezoya mineral water brand, which, in collaboration with the NGO Action Against Hunger, installed a bottle more than six meters high in the Plaza de Callao in Madrid at the end of July to bring water to the Philippines., an action that I was looking for “encourage optimism” in times of crisis. So, every time the hashtag #quedateconlobueno received a new tweet, The water grew a little more until it reached the 4.000 messages that were needed to build the two wells.

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The Inspirational Awards jury 2012 has had the participation of Gonzalo Ferrero Español, director of Tanta Comunicación, as president. Carlos Holemans from El Laboratorio was also part of the jury., Chechu Lasheras by Zanox, David Ortega de Spotify, Jaime Cacharrón from Redbull, Jossé Maryn de TBWA, Pepa Rojo de Gray, Salvador Carrillo of Mobile Dreams Factory and Sascha Kraft of Shackelton.

The signage, by playthe.net

The digital signage channel playthe.net has collaborated with IAB Spain in the organization of this event, contributing its technology by installing twelve e-plays in the Círculo de Bellas Artes in Madrid that served to signal the event route and showed the festival programming and different entertainment and advertising content for attendees.

Within the Inspirational workshop days 2012, Fernando Jimenez, co founder de playthe.net, has given the conference 'Outdoor Advertising: Welcome to the Digital Signage environment, in which the experience of playthe.net as a reference channel in Spain for this advertising format that increasingly enjoys greater acceptance among advertisers and consumers has been transmitted to attendees. Jiménez has spoken about the effectiveness of digital advertising based on new technologies, accompanying your dissertation with success stories and examples in real time.

In addition, Cesar Garcia, Business Manager Crambo Visuals, and Roberto Torres, Creative Technologist de Cheil Spain, have given a presentation on digital signage, in which they have highlighted that technology and communication are closely related in the digital age. The change in technology and its democratization have allowed us to modify the way we communicate. Although the essence is the same (transmitter, content, receptor), The shapes are now wider than ever. For this reason, As García commented, “Technological integration is essential to create a success story”.

One of the examples they presented was the virtual store installed by Tesco in the Seoul subway. (South Korea), where the change in the form of communication can achieve considerable growth in the market. They also proposed applying technological integration to a traditional and mature sector such as vending.. Thanks to the transparent LCD and a large dose of creativity, the impact can be enormous. Another example that drew more than one smile was that of Emart. Through the use of QR codes and thanks to the originality of its application, managed to increase sales by 25% in a time slot as difficult as noon. First of all, as Torres recalled, it's about avoiding the coldness of technology, that the consumer feels close and, why not, fun.

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In the world of dynamic advertising, Tie Blumer, Interactive Creative Director of Summoned, has stated that “in an advertising agency, ideas are everywhere, and they must be developed before they reach the client, anticipate the needs and have the necessary resources to carry it out”. The first WysiLabs project was fortunate to have complete freedom to create. The idea was that chocolate provides energy to work, but it gets fat. For this reason, They came up with Brownie Escape, una máquina de vending que, instead of asking you for money, asks you for calories. In order to get the candy, You have to finish a route that is indicated by a screen integrated into the machine.