The Showcase Reel

To find the featured directors, Saatchi & Saatchi invited submissions from directors across the globe, utilising its Network of some 140 offices worldwide, as well as relationships with key on-line sources. The Saatchi & Saatchi Worldwide Creative Board chose this year’s final selection of 18 directors. Past Showcases have featured internationally acclaimed directors including Tarsem, Michel Gondry, Mark Romanek, Spike Jonze, Ivan Zacharias, Kinka Usher, Danny Kleinman and Jonathan Glazer.

This year’s eclectic selection includes sophisticated animation, VFX, technical wizardry, films of cinematic proportions, and use of contemporary filmmaking techniques such assmartphones.

The trends for 2012 are; retro animation (see James Curran’s ‘Tintin’ titles) and 3D motion capture animation (see Stuart Aitken’s ‘Dead Island’ computer game trailer); Beautifully shot cinematic music promos and movie credits (see Tim Miller’s ‘The Girl with the Dragon Tattoo’ trailer and Skinny’s ‘Iconic’ promo); and there are some unique, original ideas such as Perkins and Kulash’s ‘Needing/Getting’, James W. Griffiths’ ‘Splitscreen: A Love Story’ and Andrew Thomas Huang’s stunning ‘Solipsist’, which takes its influences from the natural world and uses CGI fused with an artistic eye to create a cinematic art installation.

A truly international selection, this year’s directors hail from the USA, France, Brazil, Canada, Norway, Australia and the UK. The 18 Directors selected for the New Directors’ Showcase reel 2012 are listed below, with the title of the submitted work.

Andrew Thomas Huang - ‘Solipsist’

Brian L. Perkins & Damian Kulash, Jr. - OK Go ‘Needing/Getting’

Daniel Strange - ‘Dogs – Loyalty’

Fleur & Manu - Etienne de Crecy ‘No Brain’

Graydon Sheppard - ‘Shit Girls Say’

James Curran - ‘Tintin’ Titles

James W. Griffiths - ‘Splitscreen: A Love Story’

Jones + Tino - Nike ‘Addiction’

Lars Åndheim & Christoffer Lossius - Lasse Passage ‘Say Say Say’

Mickey Smith – ‘Dark Side of the Lens’

Ninian Doff - Fulton Light ‘Staring Out The Window’

Rhys Thomas - ‘British Movie’

Rick Mereki - ‘Move’

Seyi Peter-Thomas - ‘Hard Times’

Skinny - Moonbootica – ‘Iconic’

Stuart Aitken - ‘Dead Island’

Tim Miller - ‘The Girl with the Dragon Tattoo’ Trailer

William Joyce & Brandon Oldenburg - ‘The Fantastic Flying Books of Mr. Morris Lessmore’

Tom Eslinger, Worldwide Creative Director Digital, commented on this year’s reel: "The 2012 Showcase shows how diverse media channels are bringing more and more content to the surface, making this a really exciting collection which reflects how we come in contact with ideas and all things visual. The influence of not only rapid-to-create technology, but also rapid-to-distribute channels, is seen in the quality and content, as well as where the work is connecting with people and communities."

"For me, smart design and razor-sharp composition is flowing through the NDS this year. I've been most excited with the contrast between steely, slick renderings, crunchy computer graphics and even lo-fi colour treatments, to desktop-inspired techniques and oh-so-precise colour design. Layer in great storytelling, a refreshing point-of-view and some subtle twists, and you have a presentation up there as one of our best."

Pablo del Campo. NDS Spokesperson and CEO Del Campo Saatchi & Saatchi Argentina said: “People know that the New Directors’ Showcase is one of Cannes most unmissableevents. This gives us a great deal of responsibility when it comes to selecting directors. For years this selection process has been even more of a challenge than judging work in advertising festivals, because we're aware of the transformations it creates in our industry year after year.”

This year the directors selected for the reel will be invited to help judge the winner of the James Brown Music Video Challenge. See separate press release for further information.

The Showcase theatrical piece

The 2012 theatrical production introducing the directors’ reel has been conceived for the second time by Saatchi & Saatchi’s award-winning senior creatives Jonathan Santana &Xander Smith with the theme ‘Meet Your Creator’. The piece involves an army of tiny flying machines performing synchronised flight patterns, and composing music through ‘live’ light manipulation. The audience enter a brave new world of visual territory, with hovering Quadrotors buzzing around the stage in unison, and an angelic soundscape giving a feeling of otherworldliness. A single ray of light hits a glass pyramid, whilst a disembodied voice precludes a mesmerising performance by the Quadrotors, which move effortlessly around the stage as if by magic. ‘Meet Your Creator’ presents an all-encompassing environment with the ambience of a Church of Creativity.

Saatchi & Saatchi Senior Creatives Jonathan Santana and Xander Smith commented on the event: "The New Directors’ Showcase is revered ground. A lot of big names have been launched in the past by the Showcase. It’s for this very reason that we’ve chosen to venture down the ‘sacred’ path. A path of bright lights, flying beings and the miracles performed by Creators."

Marshmallow Laser Feast, a collective working at the intersection of art, design and technology, are the creative and technical directors of the theatrical production for the second consecutive year. Marshmallow Laser Feast are Robin McNicholas, Memo Akten and Barnaby Steel and crew. MLF collaborated with KMel Robotics and their incredible Quadrotorson this year’s Showcase with MLF developing the choreographic and lighting technology, and KMel designing and building bespoke Quadrotors.

The bank of sounds created by underground electronic artist Oneohtrix Point Never, AKA Daniel Lopatin, are manipulated by Quadrotors, which in turn affect beams of light. NewYork-based Lopatin’s samples are triggered by the movement of the Quadrotors and beams of light on the stage, creating a tightly integrated visual and sensory extravaganza. Lopatin’s introduction and minimalist compositions create a fluid environment, when combined with the rays of light and Quadrotors. The pyramid was designed by Sam & Arthur.

The Quadrotors are the brainchild of Alex Kushleyev and Daniel Mellinger of KMel Robotics. University of Pennsylvania graduates Alex and Daniel are experts in hardware design and high-performance control. Their Quadrotors truly push the limits of experimental robotics, and the Quadrotors performing at the NDS have been built and programmed specifically for the Showcase.

Filmmaker and Producer Juliette Larthe, who pulled together the team behind last year’s ‘Hello, Future’ themed Showcase, is the Producer of the theatrical piece once again this year. Juliette has produced for the likes of Jake & Dinos Chapman, WARP films and Jonathan Glazer, has recently finished a series of twenty short films for Channel 4, is creative consultant for fashion house PREEN, and presently spearheads PRETTYBIRD’s UK division.

Marshmallow Laser Feast commented: “With this project, our aim was to create ethereal sculptures of light and sound. We're always excited by the prospect of appropriating new technologies and further developing them for artistic purposes. By customizing Quadrotors with LEDs and mirrors, and combining them with lights and other custom technology, we were able to choreograph the performance, pushing the experience to that of watching an abstract virtuoso-being made of light, playing an imaginary musical instrument.”

Daniel Mellinger of KMel Robotics said: "KMel Robotics focuses on hardware design and high-performance control for custom aerial vehicles which push the limits of experimental robotics. Our vehicles can be used in a wide range of applications including search and rescue, environmental monitoring, education, and entertainment. Our experiments illustrate that large numbers of autonomously functioning vehicles can be reliably deployed in the form of a ‘swarm’ to carry out tasks and to respond as a group to high-level commands, without a designated leader."

The Showcase will be webcast on the Cannes Lions website and on the NDS Channel on YouTube.

www.canneslions.com

www.youtube.com/nds

CoorDown and Saatchi & Saatchi Italy have joined forces for a communication project to promote better integration of people with Down Syndrome into society.

On March 21st, UN World Down Syndrome Day (WDSD), alternative versions of well known national and international TV and print campaigns will run featuring actors with Down Syndrome in place of the original actors and models. People with Down Syndrome will also take part in well known live Italian TV shows. The alternative campaigns are intended to promote the importance of integration in a unique way: by realizing it. Participating brands include: Averna, Carrefour, CartaSi, Enel, illy, Pampers and Toyota.

“We are proud of taking part in such an innovative communication event, because we firmly believe in it – declared Sergio Silvestre, CoorDown National Coordinator. We are thankful to Saatchi & Saatchi and to all the other partners for the precious help and the sensitiveness they showed. Regarding the theme of inclusion, unfortunately there is still a lot to do, especially in workplaces and schools, starting from people’s prejudices. The winning idea is sending normality as a message. People with Down syndrome have the right to express their capability and to have the same opportunity as anybody else. But too often they are considered different and incapable of having an independent lifestyle. This campaign is an exceptional example, and we hope it will be the example to follow, every day.”

“We are very proud of this initiative because it’s going very much beyond what regular non-profit campaigns do. It involved a great number of people, Companies, associations and that gave power and deepened its meaning – affirmed Giuseppe Caiazza, Chief Executive Officer, Saatchi & Saatchi Italy and Head of Automotive Business, Saatchi & Saatchi EMEA. It has to be stressed that CoorDown immediately understood the innovativeness and uniqueness of this approach, and recognized its power to catch the public opinion in favour of this cause. Finally, I would like to thank all our colleagues that passionately worked on this idea. They managed to involve our Clients, that all replied enthusiastically. It’s because of them that this idea became true.”

"We are very proud to participate in this project. We were struck by the innovative style of this project, communicating the importance and the normality of diversity through the tool that permeates our daily lives and that captures our attention in every moment of the day: advertising. We are proud to contribute to the dissemination of this message, which contains the values central to the Toyota philosophy which always put the person first, clients on one side and the employees on the other side, as a vital resource. People with their talent and passion, variety and diversity that make our company a great company."  - Lorenzo Matthias - Public Relations General Manager at Toyota Motor Italy.

WDSD was created to raise awareness about Down Syndrome, to overcome prejudice and to promote the respect and integration into society of all people with Down Syndrome. The date 21 March was specially chosen to connect with Down Syndrome, known also as Trisomy 21, because it is characterized by the presence of a third chromosome (three instead of two) in the chromosomal couple no. 21 of the human cells. Hence the choice of the 21st day of the 3rd month.

The project was lead by creative directors Agostino Toscana, Alessandro Orlandi along with Luca Lorenzini and Luca Pannese, also copywriter and art director respectively.

The alternative campaigns can all be viewed on the CoorDown web page: www.coordown.it. A full press kit is downloadable at the following address: http://webfile.publicisgroupe.com/
(User ID: ufficiostampa and Password: CoorDown).



Additional Client Quotes:

"Averna means conviviality, sense of family, friends. The concept of "well along" is a value that is part of our DNA and our communication has always been. We adhered to this important initiative because we believe that integration is essential for healthy development of society, and that it represents an opportunity for growth and enrichment for all. This is the message we wanted to run through the spot, to show concretely how the "differences" can integrate seamlessly with each other. For us this is also a full taste of life."
- Luisa Polizzi Averna, Communications Director at Averna.

"We believe that integration is an fundamental value to the social evolution of a country, this is why we've chosen to join this project. It’s a project that involved us emotionally and in which we participate with pride because we believe that companies cannot live only on business but should be recognized for the contribution to society that is able to give.”
Barbara Cossetto, Marketing and Corporate Relations Director at  CartaSi.

"Everyone one is unique, as are those who have Down syndrome. We must all: citizens, Companies, associations and interest groups, fight to eliminate barriers that prevent the integration of these people into society, starting with those who are mentally the most difficult to break down. With this spirit Enel joined enthusiastically in the project conceived by Saatchi & Saatchi and CoorDown for World Down Syndrome Day. As a person with Down syndrome is perfectly capable of having a family, work and interests, so can be the star of an advertising campaign for a big Company like Enel."
- Paolo Iammatteo, Responsible for external communications and CSR at Enel.

"We support people with Down syndrome and we believe that information and awareness are crucial for successful integration. Our hope is that through a commercial Pampers it can be helped to overcome prejudices and to emphasize the contribution to society that people with Down syndrome can give.”
-  Maurizio Chirieleison, Commercial Director at Fater.

"We participate with pride in this initiative. The spot illy has now a special player who knows how to express and talk about how happiness can arise from small daily actions and how the everyday can be extraordinary, for everyone."
-Anna Adriani, Global PR and Corporate Responsibility Director at illycaffè.

The initiative, known as 'Blood Relations' was borne out of a global challenge 'The Impossible Brief', launched by Saatchi & Saatchi Israel at the 2010 Cannes Advertising Festival. Creative minds from all over the world were invited to present ideas that would bring Israelis and Palestinians closer together.

A winning idea was selected by a panel of Palestinian, Israeli and International communications experts and was announced at the Cannes Festival of Creativity in June this year. The idea, from Jean-Christophe Royer of BETC Paris inspired ‘Blood Relations’.

Following the live donations that have been taking place in Tel Aviv at the head quarters of the Israeli Blood Bank, Magen David Adom and in a mobile blood donation ambulance set up in Cinematheque Square, the site www.bloodrelations.org was launched to allow people all over the world to virtually donate their blood in support of the project.

Supermodel Bar Rafaeli has been the first to tweet her support for ‘Blood Relations’, and has urged her 60,000 twitter followers to do the same. Social media will play an integral role in the project and also includes the Facebook page http://www.facebook.com/the.impossible.brief.

Earlier in the week, Saatchi & Saatchi took part in an event at the Shimon Peres Center in Tel Aviv to mark UN Peace Day. A film documenting the blood donations was premiered alongside an exhibition of the Impossible Brief finalists. The film will be publicly available following its television premiere on Channel 2 in Israel this Friday night.

A group of international, Israeli and Palestinian communications experts including Kamel Husseni, Founder and Managing Parnter of Ellam Tam, the first communications and public relations company in the Palestinian authority and Yossi Lubaton, CEO of BBR Saatchi & Saatchi Israel, conducted a panel discussion at the Peres Center on the role of creativity and advertising in promoting the relations between the two nations.

Ali Abu Awwad, Spokesperson and Project Manager said on behalf of the Parents Circle Families Forum: “ ‘Blood Relations’ seeks to provide a catalyst for dialog by demonstrating two peoples’ shared humanity through the common bond of blood. It is incumbent upon us to stress the need for an ongoing dialog towards peace, whatever the result of the Palestinian quest for an independent viable state.”

Yossi Lubaton, CEO of BBR Saatchi & Saatchi Israel said: “I am very pleased that the Impossible Brief project is entering its second year of activities. It's exciting to see how an idea conceived in an ad agency by creatives, which is just beginning to take shape, can influence people in the most profound way.

“The world of communications and of politics is changing at breakneck speed; we are witnesses to a revolution whereby the power has passed to the consumer, to the ordinary citizen. Things that were impossible to imagine less than a year ago are in full swing today.

“The motto we live by in all our work is that nothing is impossible. And surely the fact that, even during such a politically sensitive time, we are managing to launch the 'Blood Relations' idea in collaboration with the Parents Circle Families Forum and the Peres Center for Peace, is the greatest testament to that notion.”

The live blood donations taken through the week will now be shared by Israeli hospitals through the Israeli Blood Bank, Magen David Adom and by the Al-Makassed Islamic Charitable Society Hospital for Palestinians in East Jerusalem.

Visit www.bloodrelations.org for more information and to virtually donate. 

The brief was to interpret and bring to life the idea of ‘Hello, Future’ in the form of a music video for 1 of 3 tracks from ‘Destroyed’. Gomez will be offered the chance to work on a project in a key office in the Saatchi & Saatchi Global Network. Alberto explained his reasons for entering the Music Video Challenge: “As an independent filmmaker and being from Mexico, I wanted the recognition and the opportunity to show my work to the world. Besides the prize, I liked the idea of having my video shown in Cannes.”
Moby said: "A lot of my friends who are filmmakers, who do really experimental work, work in advertising, and sometimes it's really inspiring, and it's a vehicle for really remarkable filmmakers and artists to actually get their work seen by quite a large audience". Moby was so impressed by the quality of the 10 finalists’ videos, that he is planning to include them on a DVD release later in 2011, and there's a possibility some of the entries will become official promotional videos for a future single. The finalists were; Frank Beltrán, David Evan Bowers (The Manship Society), Brian McCann, Lindsay MacKay, Antonin Pevny, Oden Roberts, Martin Rodahl, Alexey Terehoff, and Roland Wittl.

As one of the leading video sharing sites, Vimeo provided an easy to use, high quality platform to showcase the The ‘Hello, Future’ Music Video Challenge. Contestants were able to upload their submissions to The ‘Hello, Future’ group and interact with Vimeo’s creative community. By being exposed to Vimeo’s global community of content creators, creative individuals and general consumers, The ‘Hello, Future’ Challenge was able to reach a worldwide audience.

Jeremy Boxer, Vimeo's Creative Director, Film and Video commented: “Vimeo wishes to congratulate Alberto Gomez on winning the ‘Hello, Future’ Music Video Challenge. We saw a tremendous amount of talent come out of this challenge and we want to thank all the participants who submitted their work. We look forward to seeing more great works from them. Alberto's stylish directing and lush art direction truly amazed us. He was able to create a music video that could stand up next to any professional music video that we have seen. We wish him all the best in the next exciting chapter of his career. This is one director to keep your eye on.”

The ‘Hello, Future’ Music Video Challenge was engineered for Saatchi & Saatchi by the team at BUG Music Videos who are behind the BFI’s smash hit music video shows of the same name. The BUG team, who also presented a special show at the BFI in June celebrating Moby’s music video oeuvre, and who are regular collaborators with Saatchi & Saatchi in the search for talent for the New Directors’ Showcase, brought Moby and Vimeo into the project to provide the perfect platform and content for the inspirational Music Video Challenge.

David Knight,Creative Director, BUGsaid: “Alberto Gomez’s video for Moby’s After is extraordinary – a tour de force. Not only is every image in the film beautifully art directed and styled, each one slowly draws you into an emotional story that intensifies the power of the track, and also manages to fulfil the competition brief to interpret ‘Hello, Future’ – the theme of this year’s New Directors’ Showcase.”

The video was shot in different parts of Monterrey in Mexico, and involved various set designs. Alberto’s girlfriend Victoria Velarde, was in charge of wardrobe, styling and makeup, and the shoot was a collaborative effort involving main actress Victoria Guajardo and some good friends. Alberto has given a bit of an insight into the narrative and production of his winning film, and his inspirations: “We wanted a very clean look with a lot of symbolism for both the story and the idea of ‘Hello, Future’; I think this was most important to achieve the results we wanted.”

The film has a strong, visually rich narrative, with art direction inspired by the look of ‘modern royalty today’. Alberto’s video was produced, shot and edited with a short timeline, on a small budget, with only 2 days to find all the locations, cast and props, and 5 days of shooting and one week of editing. Talking about the narrative Alberto explained: “We thought that ‘Hello, Future’ was about a big change, welcoming all, and overcoming our fears, almost like a celebration of ourselves. So we wanted a story that could be both visually appealing and interesting. It’s the story of a young princess who is orphaned and given the responsibility and duty of being Queen. At first she’s scared and sad, but later she blossoms into a beautiful, powerful Queen. Before entering the Music Video Challenge, Alberto was a member of the Vimeo community, and a subscriber to MobyGratis which provides free music to independent filmmakers. Talking about Vimeo, Alberto said: “I personally find it a perfect way of showing my work, and meeting other people who are involved in filmmaking. It's my favourite way to see new videos for the production, style and quality of them. I have made a lot of international contacts and friends there with different abilities and tastes because It helps you to get recognized in a professional way. “ 

www.youtube.com/nds
http://destroyed.moby.com
http://mobygratis.com/film-music.html
http://www.youtube.com/user/MobyStuff
Ends 

So here’s the brief: Visualise the concept of ’Hello, Future’ in the form of a standout music video inspired by one of three tracks selected from Moby’s new album, ‘Destroyed’. The winner will be announced at this year’s Saatchi & Saatchi New Directors’ Showcase in Cannes on 23rd June, as well as on the Vimeo website. Not only will the winning Film Director have their film shown in front of more than 2,500 delegates at the ever popular New Directors’ Showcase, in the Grand Audi of the Palais, their promo will be introduced by Moby in a live video link, and they will be offered the chance to work on a project in a key office in the Saatchi & Saatchi Global Network.

Tom Eslinger, Saatchi & Saatchi Worldwide Digital Director commented: "In 2010, we partnered with aniboom.com and created a competition to find a new Director, essentially finding the talent before anyone else. During Cannes, I had several comments that Saatchi & Saatchi was really finding 'new' new directors and the response was great: Yannick Puig won the competition through a combination of audience votes and our Worldwide Creative Board, and went on to direct a film for our Los Angeles office for Toyota. This year, we’ve got a tight brief, some great new Moby tracks and the challenge to create a music video for an artist who has set the bar extremely high. Essentially, the competition gives you all the parts at once: The brief, the track and Moby. Not bad for your first directing gig."

Jeremy Boxer Vimeo Creative Director, Film and Video, Director of Vimeo Festival and Awards, added: “We are thrilled to offer our community such an incredible opportunity. The combination of Moby's involvement and an amazing prize from Saatchi & Saatchi make this a not to be missed challenge for the creative community."

Moby said: "I'm honored to be working alongside Saatchi & Saatchi and Vimeo on this exciting competition for young film makers. It’s always really inspiring to witness new creative talent, and I'm looking forward to seeing how these new Directors interpret the songs from my new album".

This year’s competition will be judged by Curators from BUG Music Videos, and key representatives of Vimeo, Saatchi & Saatchi Worldwide Creative Board, and Moby. BUG champion the art of the music video, and encourage new talent with their sellout showcases at the BFI in London. The winner will be selected by: members of Saatchi & Saatchi Worldwide Creative Board, BUG, Vimeo and Moby.

Phil Tidy of BUG Music Videos commented: "BUG's objective is to give exposure to the most awe-inspiring new work in music videos. Our sub-heading – The Evolution of Music Video – refers to the new democracy in video-making created by the digital revolution – both in creating and distributing work. BUG is delighted to be involved in facilitating this music video competition for Saatchi & Saatchi as part of this year’s New Directors’ Showcase. Bringing together the huge community of filmmakers on Vimeo with Moby, who is renowned for his support of the independent filmmaking community, for a unique contest hosted by a leading global creative agency, has been a brilliant opportunity for BUG to encourage and foster new music video creativity at first hand. BUG is thrilled to be partnering with Saatchi & Saatchi, Vimeo and Moby for the ‘Hello, Future’ Music Video Challenge.”

Moby’s new album ‘Destroyed’ is his ninth studio album, and will be released globally on May 16th. Moby has made three tracks available exclusively for the ‘Hello, Future’ Music Video Challenge, which you can download from the Vimeo site. The selected tracks are; Be The One; The Day; and After.

Moby will simultaneously release a book of photographs of the same name as the album, with an exhibition of the prints at Proud Galleries from May 18th – June 19th. The photography exhibition will tour to New York, LA, Belgium, Germany, Italy, France and Holland. The photos, taken by Moby during a tour, are of airports, concerts and empty hotel rooms in all corners of the globe, and evoke the euphoria of performing followed by the isolation of a hotel room, and the insomnia he experiences. ‘Destroyed’ the album is inspired by the same feelings and emotions. He will take part in a BUG Moby Special in London on 1st June. BUG champion the art of the music video, and encourage new talent with their sellout showcases at the NFT.

A graduate of the State University of New York’s performing arts school (SUNY Purchase), Moby was making films before his musical career kicked off with the iconic track ‘Go’ in 1991. His collaborations with filmmakers include; the soundtrack to Lucy Walker’s Oscar-nominated documentary Waste Land; a bespoke score for Donnie Darko Director Richard Kelly’s Southland Tales; and the soundtrack to Paul Haggis’ 2010 movie The Next Three Days, which features the track ‘Be The One’ from new album ‘Destroyed’. In 2007 Moby set up mobygratis.com, a free access film-music website aimed at giving film students, independent filmmakers, and cash-strapped Indie movie-makers free access to his music.

For entry guidelines and information on how to submit videos to the competition go to: www.vimeo.com/saatchiandsaatchi or www.moby.com. Closing date for submissions is 9th May 2011 at 11.59 GMT. 

Buenos Aires, January 24, 2011 - Advertising Age, the renowned global publication, and leader of the media market, has chosen Del Campo Nazca Saatchi & Saatchi as the International Agency of the Year for 2010, as part of Ad Age’s annual Agency A-List report. This award, granted by Ad Age, represents the highlight of a great year for the Argentine agency, launching it to top of the advertising world stage.

Headed by Pablo del Campo, Del Campo Nazca Saatchi & Saatchi has recently celebrated 10 years in the business, during which the agency has developed an impressive body of creative work for Argentina, Latin America and the global market, featuring brands of the stature of Proctor & Gamble, Gillette, PlayStation, Coca-Cola, Cadbury and AB InBev, among others.

“At the agency we are driven by the belief that Nothing is Impossible, and by working every day with the “impossible”, we – an Argentine agency – have placed ourselves above the most powerful agencies of the most challenging markets”.

Pablo del Campo, CEO of Del Campo Nazca Saatchi & Saatchi

This was a year with great results for Del Campo Nazca Saatchi & Saatchi regarding new business, winning the Coca-Cola South Latin America and Argentina accounts, and the regional management of Sony PlayStation in Latin America.  Moreover, Del Campo Nazca Saatchi & Saatchi has registered a 20% annual growth in net profits over the last 5 years.

“Del Campo’s work is consistently insightful, inspiring, and beautifully executed. It sings to my head and touches my heart. They are the Mad Men of Latin America!” said Pete Carter, CEO of Proctor & Gamble Brand Building Integrated Communications, regarding the work of Del Campo Nazca Saatchi & Saatchi.

In 2010, the agency was awarded one Grand Prix in Cannes, and one Grand Prix in FIAP, where it was crowned as the Best Argentine Agency of the festival, an honored position also achieved in Diente, where it was awarded 3 Grand Prix, among many other awards won in the most prestigious global advertising festivals.  For the last six years in a row, Del Campo Nazca Saatchi & Saatchi has been the most awarded Argentine agency – as per Editorial Dossier – winning 32 Lions in Cannes, 31 CLIO and over 100 FIAP, during its 10 years in the business.

For further details please contact:

Lee Sharrock

Global Creative PR

Saatchi & Saatchi Worldwide

M: +44 7814 862 834 

lee.sharrock@saatchi.co.uk

Andrea Mendelevich
Directora de Prensa y Relaciones Institucionales
Del  Campo Saatchi & Saatchi
Tel: +54 11 7462 4836  Mobile: +54 911 4051 6229

andrea.mendelevich@dcnazca.com.ar

In an unprecedented demonstration of the power of social networking, Saatchi & Saatchi Johannesburg has created a fake Facebook account detailing the effects of drug abuse, with the aim of highlighting the dangers of narcotics.  Designed to raise awareness of the Chabad Addiction Rehabilitation Centre (CARE) in Johannesburg, a fictional Facebooker called Vivienne Stevenson catalogued the debilitating effects of drugs through photographs, video footage and status updates.  CARE specialises in treating those with substance abuse problems and gambling.  They focus on coping with trigger events and on relapse prevention. Support is also offered to family, friends and colleagues of addicts. 

The most successful centres, with the lowest relapse rate are religiously oriented treatments. “The idea of our centre is to provide a more Jewish oriented treatment for overcoming addictions. All are welcome at our centre irrespective of religion.” says Rabbi Masinter who heads the organisation.  However the problem to overcome is that addiction is not widely recognized in the Jewish community, due to lack of information and embarrassment.   So to broach the subject Saatchi & Saatchi Executive Creative Director Adam Wittert and his team, created a Facebook profile and documented a girl (Vivienne Stevenson) who falls into a situation of drug and alcohol dependency.  We followed Vivienne throughout her initial experimentation with drugs right through to her hitting rock bottom, before finally seeking help from CARE.

Saatchi & Saatchi’s innovative use of Facebook successfully conveyed an anti-drugs message to users of the world’s largest social networking website, whilst generating positive publicity for CARE.  A profile for “Vivienne Stevenson” was invented, and a real-time documentary of her life created through video posts and commentary from fictional characters and Facebook friends.  During a 3-month account of Vivienne’s life, her 500 + Facebook friends saw her introduction to drugs on a modelling shoot, and the consequent downward spiral into addiction.  Saatchi & Saatchi created an interactive experience so convincing that her ‘friends’ began to post messages of concern for her health. Vivienne received more than 700 private messages from worried friends during the 3 month experiment, before the agency revealed that it was a publicity stunt. 

The campaign brought in a flood of interest into the CARE program.  "In fact 30 to 40 people a day are either coming in to the Centre for guidance or phoning the call line, or attending a lecture on the subject of abuse. So far hundreds of people have at least attended some kind of group and several thousand have finally started talking openly about substance abuse in the Jewish community and recognizing it as a problem. The number of adolescents seeking information or help has outstripped anticipated figures by 60%." says Rabbi Masinter.

Lifestyle awareness talks at the Centre have also brought the issue to the community and have since spread to include schools as well. "Now frank and honest information is helping to deal with substance abuse and providing a much needed solution."

Credits

Brand:  Chabad Addiction Rehabilitation Centre (CARE)

Ad Agency: Saatchi & Saatchi Johannesburg

Agency Art Director:  Marais Janse van Rensburg/Keshia Meyerson

Agency Producer:  Scott Davies

Art Director/Stylist:  Marais Janse van Rensburg

Cinematography:  Marais Janse van Rensburg

Content Strategist: Matthew Rose/Marais Janse van Rensburg/Dhasagan Pillay

Creative Director:  Adam Wittert

Executive Creative Director:  Adam Wittert

Designer:  Marais Janse van Rensburg

Digital Artist/Multimedia:  Orr Koren/Matthew Rose/Marais Janse van Rensburg

Digital Production Company:  Orr Koren

Executive Creative Director:  Adam Wittert

Information Architect:  Marais Janse van Rensburg/ Dhagasan Pillay/ Matthew Rose/Zoe Katz

Photographer:  Shaun Sebastian Strydom

Post Production / VFX:  Orr Koren

Programmer:  Matthew Rose/Orr Koren

Strategy:  Matthew Rose/Zoe Katz/Kevin Collins

Writer:  Dhasagan Pillay/ Matthew Rose