HBO的窺視篇，繼昨日獲得坎城促銷廣告大獎，今天再次獲得戶外廣告大獎。這件作品之前已在D&AD得到兩支黃色鉛筆。據說評審認為這件作品雖然運用多重頻道，但是最主要吸引人之處是由戶外廣告開始，所以給他們大獎。
中國TBWA的Adidas廣告（系列）得到戶外金獎。恭喜中國TBWA。奧運是廣告公司創作大作品的絕佳機會，而這百年難遇的機會被TBWA China非常好地把握住了。這並不容易，因為大家可以問一下本來應該有很棒作品的Nike怎麼在這個盛會缺席。我想Nike在中國的廣告公司對錯過這樣的創作機會是應該扼腕的。枉費W+K這麼早就去中國蹲點。相比之下，TBWA的成功應該受到肯定。
坎城廣播廣告大獎則由日本的廣播廣告獲得。（看！只要概念好，不管是哪個語言都有機會得廣播大獎的。）聽說評審在記者會還有現場表演這件作品喔！（我不在現場我去參加另一個研討會了！）還有聽說評審團主席認為這件作品不止現在很創新，20年之內（是我聽錯了嗎？有這麼好嗎？）都還是很創新。
上海奧美另外得到一隻戶外銅獅獎，昨天忘了寫到這件作品：
媒體廣告大獎的作品是針對很年輕的人推廣退休金的概念，年輕時其實是投資退休金最佳的時機，可惜年輕人卻不在乎退休計畫。不過年輕人對自己老的時候看起來會怎樣其實還蠻好奇的，所以這家公司很聰明地利用網站和手機讓年輕人上傳自己的像片，馬上可以看到自己七十歲時的樣子。被認為是很有消費者洞察，所以得到大獎。
媒體廣告獎有兩中國北京奧美的銅獅獎得獎作品。創意總監是我們台灣人在北京工作的龍傑琦，恭喜去年跟我們一起在坎城的龍哥！幹得好！
以下這兩件作品的說明，北京奧美提供：
TARGET PRACTICE
射击訓練
Location: Beijing Fang Zhuang underground passage.
地点：北京方庄人行通道
Headline: Have we hit a nerve?
H/L: 你的心被击中了吗？
Challenge: In the last 500 years, human activity has forced 816 species to extinction. In China alone, there are over 385 species threatened today by increasing economic development, poaching and illegal trade. The South China tiger and Siberian tiger number less than 100, yet continue to be shot for use in traditional Chinese medicine.
The challenge was to get people to really ‘feel’ this situation, to make it more relevant to the average city dweller far removed from illegal poaching.
挑战：在过去的500年，人类活动迫使地球上816种动物灭绝。仅仅在中国，随
着经济发展、偷猎和非法贸易，超过385种动物濒临灭绝。华南虎和西伯利亚虎仅存不到100头，而且由于传统医药的需求，数目还在减少。我们的挑战是，让人们真正意识到情况的严重性，更加设身处地感受到取缔非法猎杀野生动物的重要性。
Solution: What if it were the other way around? WWF flipped the perspective on this shocking reality by transforming an underground passageway into an animal shooting range. Only this time, the animals had the guns. Each gun was equipped with an infrared sensor that triggered the sound of gunfire as someone walked by.
方案：如果被伏击的对象是你，你的感受是什么？WWF想让人们换位思考！我们把这令人震惊的现实转化，将人行通道变成动物的射击场。动物掌中的枪口，都藏有一个红外线感应器，只要有人走过，感应器就会从音箱中发出枪声。
Result: Over 9,000 people walk through this passage every day. At morning and afternoon rush hours, the hallway was literally jammed with curious people as the sound of gunfire echoed through the hall. Volunteers at each end of the tunnel handed out flyers asking people to register on the WWF website. The display caused so much alarm that after just one day, it was ordered to be removed. Nevertheless, the job was done. In the first day alone, 57 new volunteers signed up to support WWF wildlife conservation.
结果：超过数千人经过通道，在早晨和下午的人流高峰，枪声频频传出，通道里挤满了好奇的市民。志愿者们在通道的两头邀请人们登陆WWF的网站注册。这个活动带来了很大的交通拥堵，仅仅一天就被强制停止了。然而，它的效果不仅仅是用天数衡量。活动首日，就有57个市民注册成为支持WWF野生动物保护的新志愿者。
MORNING. ALARM.
早晨的警钟
Headline: Wake up
H/L: 快醒醒吧！
地点：北京金宝大厦
Challenge: China is a tea drinking country. Most people wake up to a thermos of hot water then head off to work still half conscious. The challenge was to promote the beneficial jolt coffee provides to a country bent on tea. How could Maxwell House make the “wake up” benefit of their coffee clear to office workers on their early morning shuffle into work?
挑战：
问题：中国是一个饮茶的国家。很多人早晨醒来，就喝一大杯热茶，然后半睡半醒地开始一天的工作。我们的挑战是，让速溶咖啡有更多机会取代国人饮茶的习惯。怎么让麦斯威尔咖啡“快速清醒”的利益点强而有力的闯入上班族的早晨？
Solution: A shot of adrenaline. As many use the lift to get to their office, a picture of an exposed elevator well was stuck to the floor of the lift. When the doors opened, people were shocked to find the lift had no floor. They would suddenly wake up, much like the effect of drinking a cup of Maxwell House coffee.
方案：一起肾上腺素爆炸案！！！在电梯这个上班族的必经之地，电梯底部贴上一张电梯井的贴纸。当门打开，人们会震惊地发现电梯底部是空的，他们会突然被驚醒。这种清醒的感觉，就像喝了一杯麦斯威尔咖啡。
方案：
Result: The ad caused quite a commotion on the morning of its launch, crowding the lobby with surprised office workers. The stunt was the buzz on the street for the next week, with people from neighboring buildings coming to visit the lift. Photos and videos were taken and uploaded to content-sharing sites such as YouTube, continuing the buzz online.
结果：这个广告在投放的那个早晨，确实造成了相当的“骚乱”，写字楼大堂里挤满了惊奇的上班族。并造成了持续几周的议论，连很多隔壁写字楼的上班族们都跑过来，专为瞻仰一下这座电梯。电梯里的录像记录了当时上班族的反应！麦斯威尔咖啡迅速成为写字楼里的热门话题。
