Saatchi & Saatchi's humanitarian campaigns are not once in a while one-offs. They're regular.
So it was fitting that Saatchi & Saatchi became the 2nd most awarded agency at the Golden Drum awards, with wins for many of its humanitarian campaigns included. It achieved two Grand Prix (Israel), one gold (Israel) and seven silvers (one each for Serbia, Finland, Romania, Ukraine and Russia) at the festival in Slovenia.
Blood Relations from Baumann Ber Rivnay Saatchi & Saatchi in Tel Aviv won two Grand Prix - one in Film and the other in Events, 1 Gold in Direct and 1 Silver in PR.
“The Blood Relations project is important to us beyond being an advertising campaign. This project carries the most important international vision. We are proud and pleased the judges chose to award us the most important awards at the festival, and we promise to continue to make this message in ways that are creative and most effective.” Yoram Levi, executive creative director of BBR Saatchi is justifiably proud of his agency's work.
Here is why that project is important to everyone. The Blood Relations campaign brought together bereaved Palestinian and Israeli families from the Parents Circle Families Forum to donate blood alongside each other, that would then be donated to save lives on the opposite side. The first donations took place in September 2011 on the UN International Day of Peace. Saatchi & Saatchi Israel then worked with the authorities on both sides to get them to agree to accept both sets of blood donations.
Serbia’s Battle for the Babies’ campaign for more and modern incubators in hospitals for babies, won two silvers in Integrated and also in PR. It was created to raise funds for 100 incubators in poorly equipped Serbian hospitals.
Finland’s Lucky and Muggy campaign for Toyota Hybrid won a silver in the film category. The 3 executions - Silence, Fuel and Reliability – aim to educate the public about Toyota Hybrid cars with the style of very familiar children's animation figures from the 1970's.
Also winning in radio for Toyota was Saatchi & Saatchi Romania’s Braveheart execution for the Toyota Land Cruiser V8.
The Ukraine won silver in press for Novartis for Theraflu cold medicine. Oleg Lapshin, executive creative director at Saatchi & Saatchi Ukraine, reported, “For the agency it is the first award at Golden Drum so it is a big step forward and besides, we are very happy that it is for such big and important client as Novartis”.
Finally, Russia’s Save April First for Paramount Comedy Channel achieved a silver in PR.
John Pallant, regional creative director, EMEA announced, “I’m delighted to see so many awards for Saatchi & Saatchi spread across so many categories. There is definitely confidence and momentum for this year in the region”.