| Ad Stars 2016 | ||
|---|---|---|
| PR | Practices & Specialism: Public affairs & lobbying | Gold |
| Public Service Advertising | Others | Gold |
| Promotion | Use of Promo & Activation: Use of social in a promotional campaign e.g. promotional campaigns that use social platforms to create relationships with consumers | Crystal |
| Promotion | Product & Service: Electronics / It/ Office Equipments / Home electronics & audio-visual / Business Equipment & Service | Gold |
| Outdoor | Product & Service: Electronics / It/ Office Equipments / Home electronics & audio-visual / Business Equipment & Service | Bronze |
| Direct | Product & Service: Electronics / It/ Office Equipments / Home electronics & audio-visual / Business Equipment & Service | Crystal |
| Outdoor | Billboards & Posters | Bronze |
| Promotion | Integrated campaign led by promotion | Crystal |
| Golden Drum 2016 | ||
| Media | Best use of the medium | Golden Drum Grand Prix |
Campaign name: Back Home Screens
Product and services: Missing Children Social Campaign
Registrant: Publicis Romania
Country: ROMANIA
Brand name: OPPO
Advertising agency, city: Publicis Romania, Bucharest
Art Director: Gabriel Gherca
Executive Creative Director: Jorg Riommi
Creative director: Silviu Nedelschi
Strategic planner strategist: Raluca Iacob
Copywriter: Romulus Petcan
Other credits: Publicis Shanghai: Sheena Jeng - China Chair & CCO, Coobe Leung - Creative Director
Creative idea explanation: It’s been reported that over 200.000 children go missing in China every year. Only 0.1% are found. While this serious issue gets little publicity, OPPO, one of the biggest smartphone brands in China, started a national search using its commercial media investment. Introducing “Back Home Screens” – together with the “Baby Back Home” NGO, starting on Children’s Day, OPPO repurposed the meaningless colourful homescreens on outdoor, print and retail communication around China, displaying missing children pictures instead. This way, the pictures appeared right in the areas where the children went missing increasing their chances to be found.