She Says brings for the second year The Golden Stiletto Adwards to reward women’s creativity. It is the only award ceremony which celebrates female creativity, with an all female judging panel made up of distinguished creatives from across the advertising industry.
Johannah Bailey, Programme Director Global Communications – Unilever
Liz Sivell, Creative Director at R/GA
Ida GronBlom, Senior Creative – Wieden + Kennedy
Toni Smith, Managing Director – The Viral Factory
Elspeth Lynn, Executive Creative Director – Profero
Charlotte Mcelany, Senior Writer – Creative Review
…. And the Winners are:
Third place: The Last Call
Agency : Lean Mean Fighting Machine
Summary: Roller coasters are the most efficient way to have fun – a little energy takes you on a long exciting journey. Volkswagen’s innovative efficiency technologies do the same, so we decided to build a roller coaster to introduce people to them.
Second place: BMW Z4 airbrush
Agency: Dare Digital
Summary: Summary of work: To help launch the super shiny new Z4, we created a state-of-the-art Augmented Reality application that lets users drive the Z4 around their desk (or anywhere they like). They can changeÂ it’s size, colour, and even open and close the hardtop retractable roof. But best of all, it leaves different coloured paint tyre tracks as it drives so you can create your very own Expression of Joy to share with friends. We made a neat little demo to go with it (starring yours truly) and a cool video of us having some fun with it too.
First place: Modern Foreign Languages
Agency: Lean Mean Fighting Machine
Summary: The DCSF asked us to promote modern foreign languages to 13-14 year olds in the 6-month run up to their GCSE choices using relevant content but without sounding like it was coming from their teachers. The ads we created were based on a phenomenon found in Flickr where teenagers take photographs of their rooms and tag the contents. We created three foreign teenagers and encouraged users to look around their rooms, which were dressed according to specific interests: skating, dance and football. Props were tagged in the languages of the characters and linked to a series of foreing language YouTube, blog and website links. This used the credibility of their interest areas to position languages as something relevant to them.
Commended: Look beyond the label
With 1,500 members in London, New York, San Francisco, Los Angeles, Vienna, Paris, Sydney and Brighton, SheSays was launched in March 2007 by two female Creative Directors, Laura Jordan Bambach and Alessandra Lariu who noticed that there weren’t many women in top positions in digital agencies. She Says offers women in the creative and digital industries free networking and mentoring opportunities at monthly events held across the world with the aim getting more women into the industry and to the top of it.