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Screen Magazine - Index

Screen Magazine - Screen Magazine: Vol. 29, Issue 8 - Index

Melody Channel campaign “Akon,” “50 Cent,” “Madonna,”
“Shakira,” “Pussy Cats” and “Britney.” The team also won
the Outdoor Grand Prix for Procter & Gamble’s “Natural
Colours Change.”
At the MENA Cristal Awards, Leo Burnett MENA earned
three Grand Prix awards for the Melody Tunes TV campaign,
P&G’s Head & Shoulders integrated campaign and P&G’s
Koleston outdoor campaign. LB was also named Agency of
the Year in a hotly contested market.
At Adfest Asia, Leo Burnett Sydney picked up a Special
Award for Direct Agency of the Year in addition to an
INNOVA Lotus Award for outstanding innovation idea for
communication for WWF “Earth Hour.”
At Asia’s other regional award show, the “Spikes,” Leo
Burnett Australia won Platinum (the only one in the entire
show) and Gold Integrated Campaign Awards for WWF
“Earth Hour,” and Leo Burnett Malaysia won a Gold TV
Award for Petronas “Tan Hong Ming.”
With this momentum, the network is poised to take the
top ranking in Asia (as has happened in MENA already),
positioning the agency well for the upcoming award
season.
DraftFCB Goes Holistic
Blue Cross and Blue Shield of Florida’s new groundbreaking
“Power of the Human Voice” campaign launched the week
of April 20. The campaign, developed by Draftfcb Chicago,
spans TV, print, radio, out-of-home and interactive. Media
placements include NBC, ABC, FOX, VH1, Bravo, CNN,
Vanity Fair, Wired, Self, BusinessWeek Small Biz, facebook.
com, espn.com and yahoo.com, among others. Additional
programming highlights include, but are not limited to,
“Ugly Betty,” “Desperate Housewives,” “Grey’s Anatomy,”
“American Idol,” “Oprah” and “Tonight Show.”
The entire campaign, meant to open up a forum of
ongoing dialog on healthcare with Floridians, is centered
around a microsite - www.thepowerofthehumanvoice.
com. Each piece of the creative communicates unique
ways for people to use the microsite or a vanity 800 number
to record their thoughts, suggestions and needs when it
comes to healthcare.
“Our strategic and creative plan of taking the campaign
to a more personal level gives people a voice that will
ultimately change their healthcare experience,” said John
Claxton, senior vice president, group creative director,
Draftfcb Chicago. “This campaign shows that our client is
truly interested in listening to and hearing their consumers,
and will be developing new products and services to better
meet the healthcare needs of all Floridians.”
“We are excited to launch this groundbreaking campaign
with Draftfcb. It takes a powerful communication program
to engage people in this sort of opportunity,” said Kelly
Morton, Director, Brand and Market Communications at
Blue Cross and Blue Shield of Florida. “But this is far more
than an ad campaign for our company. We want ‘The
Power of the Human Voice’ to belong to all Floridians.”