Happiness Drives off with Grand Prix, 11 Awards at Eurobest
3 Toyota Campaigns and Pimkie Color Forecast win awards | Agency ranks top 3 Independent Agency of the Year
www.iqstreetview.com
www.toyotaprotect.com
www.pimkiecolorforecast.com
www.happiness-brussels.com
Brussels, 1 December 2012. In Lisbon last night Happiness, the “everything and everyone is media” agency drove off loaded down with Awards from the Eurobest European Festival of Creativity carrying off 11 top creative industry gongs including the coveted Grand Prix for Interactive.
2 Gold, 2 Silver and 5 Bronze Statues were awarded across three different Toyota campaigns and Gold for Best Use of Digital PR for “Color Forecast” for fashion giant Pimkie. In the Special Awards, Happiness ranked 3rd Independent Agency of the Year.
The judging was delivered this week in Lisbon by a grand total of 94 jury members, led by a stellar line-up of industry greats including Sir John Hegarty, Jean Rémy von Matt, Lord Tim Bell, Rei Inamoto and Olivier Altmann. This year’s awards attracted more than 4,840 entries from 38 countries, all competing hard to win prestige Eurobest creative awards in just 15 categories.
This is the third Grand Prix in as many years for the creative partnership of Happiness and Toyota. Last night they won the coveted ‘Grand Prix’ for best Interactive with “iQ Street View” a campaign which saw the compact Toyota iQ successfully image-mapping the narrow streets of Belgium that the Google Street View cars could not access. 1,840 streets were tagged by online visitors to a specific campaign site and mapped by Toyota, generating a 25% increase in sales in the first month. iQ Street View went on to win a further Gold award in the Interactive Category, 2 Silver awards in the Integrated and Promo Categories and 4 Bronze awards in the Direct, Branded Content, Media and Promo & Activation Categories.
Happiness won Bronze in Design for “Protect What’s Behind You”, the Toyota road safety campaign that uses 3D street art designed to get motorists thinking about the use of rear view cameras to protect young children from injury or death from preventable reversing accidents. Completing the impressive Toyota tally is a Gold Award in Cinematography for the edgy campaign “Test Wife It” for the GT86.
In the PR Category Happiness picked up a Gold Award in “Best use of Digital PR” for Pimkie Color Forecast, an online tool and app that shows the fashion colors trending in real time from the high fashion centres of Paris, Antwerp and Milan. The color infographics are linked to the online Pimkie Stores that offer customers choices of clothing and accent pieces in the trending colors. The results of the campaign are staggering, with Color Forecast generating a garment sales increase of 28% – within only the first month. www.pimkiecolorforecast.com
Speaking after the awards ceremony, Patrice Vekemans, marketing director at Toyota Belgium, said: “Toyota leads new thinking and technological change through our philosophy of “always a better way”. This attitude towards constant innovation is at the very core of our existence and our communications must work hard to deliver on our brand values. Tonight we can be even more satisfied knowing that the work of so many great agencies has been measured by Juries of our International creative peers, and that together with our agency Happiness we have once again delivered Toyota communications with benchmark results and creative recognition amidst some extremely strong competition.”
Karen Corrigan, CEO of Happiness said: “Toyota is one of Happiness’ most loyal and long-standing client relationships. Happiness people are totally immersed in this beautiful brand and in the company’s core promise to deliver on innovation excellence in every area of the business. We are privileged and proud to be able to work with Toyota all these years and are happy that they have the courage to take leaps of faith with us into the ground-breaking communications territories we like to explore at Happiness, allowing us to produce powerful ideas and deliver world class communications campaigns for this world class brand. 3 Grand Prix for Toyota work in the same number of years is testament to the trust in our relationship, which is extremely important to me and to my talented creative people.”
In 2010 Toyota’s “iQ Font” campaign, created and executed by Happiness, was recognised with a Grand Prix for Design at the Cannes Lions International Festival of Creativity and a Grand Prix in Interactive at the Eurobest festival in November 2009. It was the first time a car had created its own font.
Commenting about the Gold Award for Pimkie Color Forecast, Karen Corrigan said: “This award is a milestone in the development of Pimkie’s digital marketing strategy. The campaign is being very well received across the globe and has created a new, unique and on-target conversation in the world of fashion, led by the Pimkie brand. To date there have been millions of identifiable interactions with the brand and further opportunities to see Pimkie. Consumers are formulating opinions of this unique idea and of the changing character of the brand behind it.”
Full list of Happiness awards at Eurobest 2012
Toyota iQ Street View
Grand Prix – Interactive (Digitally Led Integrated Campaigns)
Gold – Interactive (Cars & Automotive Services)
Silver – Integrated
Silver – Promo & Activation (Cars & Automotive Services)
Bronze – Branded Content & Entertainment (Best Use Or Integration Of Gaming And/or Digital Media)
Bronze – Direct (Cars & Automotive Services)
Bronze – Media (Cars & Automotive Services)
Bronze – Promo & Activation (Best Use Of Digital Media)
Pimkie Color Forecast
Gold – PR (Best Use Of Digital PR)
Toyota Gt86 Test Wife
Gold – Craft Film (Cinematography)
Toyota Protect what’s behind you
Bronze – Design (Exhibitions & Live Events)
About Happiness
Happiness was founded in 2005 with the ethos of “everything and everyone is media” – and so it remains today. Within a few years agency has become internationally recognised as one of the leading agencies in Europe and beyond. The secret to success at Happiness is founded on diversity and a fearless approach to pushing the boundaries of communications creativity. The Happiness offices buzz with the talent of 14 different nationalities and cultures, creating a melting pot of unbridled and raw ideas creation.
Happiness creates campaigns for clients include Toyota, Lexus, Pimkie, Schweppes, Delta Lloyd Life, Sleepy, EOS and Feeling as well as produces and brings to life its own ideas to make the world a better place.
