1. Midem Marketing Competition
Finalists
2014

2. Best Use or Integration of Music
Pitch sessions on Monday, February 3rd , 12.00 – 13.00 & 14.30 – 15.30
Brands & Fans Central (Riviera Hall)
Beats by Dre #ShowYourColor For Beats by Dr. Dre
by R/GA London (UK)
Beats wanted to ramp up sales of their new coloured
headphones. We identified that our target audience had one
thing in common: their cherished individuality. So we created
a campaign driven by the self-expression of the fans.
Launched at the Olympics, we kick-started a culture around
sound and self-expression. As a result of the campaign, Beats
accounted for 80% of all premium headphone sales in the US
during the holiday season in 2012, plus 50% of all headphone
sales during the same period. Reaching 180 countries, the
#showyourcolor campaign made Beats by Dr. Dre the #1
audio brand.
Link to the campaign’s video: http://bit.ly/18WHzUR
Beldent Random Music Fest for Mondelez International / Beldent
By + Castro Innovation (Argentina)
Since the creation of mp3 players, millennials have been
listening to music in a new way: the RANDOM MODE. Our
principal objective was to take this idea of the digital world
and bring it into the offline world. Our solution: a concert
where you didn't know what was coming next.
4 stages of 4 different colors. A multimedia lighthouse placed
in the center of the crowd which randomly selected 1 stage
among 4. A band came out, played 3 songs and right after,
the light chose the next band. And so on, from stage to stage,
for 5 hours. In the first edition the Magic Numbers,
Babasonicos, Mystery Jets, Tan Bionica, Poncho, Estelares
and a set of 4 international DJs played randomly.
Link to the campaign’s video: http://bit.ly/1kCNVbq
Discover the 3 winners (Gold, Silver & Bronze) elected by the jury members on
Monday, February 3rd at 16.45
during Midem Innovation Show- Main Room (Riviera Hall)

3. Converse Represent for Converse
By Cornerstone (USA)
This summer 2013, Converse dived into the San Francisco
music scene through an extensive Converse Rubber Tracks
onslaught with Converse Represent as the crowning
foundation. Held at the iconic San Francisco venue Slim’s,
Converse Represent brought five nights of free shows
celebrating the local music community, the brands rich
musical heritage and Converse's ongoing commitment as a
catalyst and supporter of musical creativity. Artists
performing included Black Rebel Motorcycle Club, Hot Chip,
Mastadon, Juicy J, Deltron 3030, and Angel Haze among
others and fans entered to win tickets to the shows at no
cost. Converse Represent was developed to honor and
‘represent’ the multitude of music genres and artists that
shape the musical landscape of the past, present and future.
Through this phenomenal program Converse has created and
given back to the local community an alternative event and
experience like no other.
Link to the campaign’s video: http://bit.ly/1bzYutO
Kaizervirus for Kaizers Orchestra
By HES / Anorak / Notch (Norway)
When the band Kaizers Orchestra was about to release their
new album, they needed something that could make them
relevant again and build expectations prior to the release and
their upcoming tour.
Based on the fanmade expression, The Kaizervirus, they
released the album one month before the official release
through an iPhone / Android application.
The only way you could listen to the songs, was by catching
the virus. To get infected you had to get close to someone
who had the virus. And so the album infected fan after fan,
just like a virus would spread.
You could get infected simply by passing someone on the
street.
You could also use the app to get access to secret concerts,
find listening spots, be the first to catch a new song, or help
spread the virus through activities on Instagram or Facebook.
Link to the campaign’s video: http://bit.ly/19k1YkC
Discover the 3 winners (Gold, Silver & Bronze) elected by the jury members on
Monday, February 3rd at 16.45
during Midem Innovation Show- Main Room (Riviera Hall)

4. Make it to Muse for Studio Brussel
By Mortierbrigade (Belgium)
An authentic story on a group of people with dementia who
became support act of MUSE, changed the prejudices about
dementia and gave music therapy a giant boost.
Link to the campaign’s video: http://bit.ly/1dtqvTM
Mindtunes for Smirnoff
By Duval Guillaume Modem (Belgium)
Enable 3 physically disabled musicians to realize their dream
and make music again. To do this we set up the Smirnoff
Mindtunes project enabling them to make music with the
power of their mind as the only instrument. Goal was to allow
the 3 disabled musicians to produce a finished track together
with world famous electronic music producer DJ Fresh. The prchallenge for this first project was to create talk value and
amazing content about this project set up to show what
disabled former musicians have the power to create when
they are given the means to do so.
Link to the campaign’s video: http://bit.ly/1fngxFo
Discover the 3 winners (Gold, Silver & Bronze) elected by the jury members on
Monday, February 3rd at 16.45
during Midem Innovation Show- Main Room (Riviera Hall)

5. Music in the Sky for Air France
By BETC Music (France)
Prick up your ears ! The sky has something to tell you.
Known and appreciated by music fans for its sharp
selections and exclusive content, Air France Music has
decided to make you lift your head up with its iPhone and
Android app : “Music in the Sky”. Exclusive pieces of music
are hidden in the clouds, you can find them and enrich
your playlists by lifting your iPhone up to the sky. From
Paris to Tokyo passing through Buenos Aires, the sky in
every region has its own tracks. Several times throughout
the year, you’ll be able to discover unreleased tracks, as
well as the chance to win concert or airline tickets, if you
can find the games hidden in the sky. With this app, you’ll
never look at the sky in the same way again ! The app can
be downloaded for free for iphone and for Android.
Link to the campaign’s video: http://bit.ly/IHE74a
Skype & Lady Gaga's Born This Way Ball for Skype
By Live Nation Entertainment (USA)
With millions of users around the world, Skype has been a
critical communication tool for years. But while the brand
enjoys ubiquitous awareness, digital convergence and the
proliferation of connectivity platforms have challenged it
to not only expand its feature set, but also grow relevancy
among a younger, more social and mobile audience.
Together, Skype and Live Nation launched an integrated
program centered on Skype’s official global sponsorship of
the Lady Gaga’s Born This Way Ball tour. The sponsorship
of Lady Gaga’s tour was truly a partnership in that Skype
was able to enhance the fan experience before, during,
and after the show. The marketing, awareness, content,
and connectivity that the Skype Lady Gaga platform added
to the tour allowed the brand to reach it’s desired
audience and demonstrated that Skype was a viable
promotional and collaboration partner for an entire
industry.
Link to the campaign’s video: http://bit.ly/18EpfKr
Discover the 3 winners (Gold, Silver & Bronze) elected by the jury members on
Monday, February 3rd at 16.45
during Midem Innovation Show- Main Room (Riviera Hall)

6. Tree Concert for BUND
By BBDO & Gang of Berlin (Germany)
Berlin loses thousands of city trees every year. "Friends of
the Earth Germany" aims to stop this trend.
Our idea: a one of a kind charity concert - with a chestnut
tree as the musician. For him we built a unique
instrument: each impact of a falling chestnut produced an
artistic composition of sound and light.
So the tree could play for his companions and collect
donations. "Tree Concert" gained massive media coverage
and lead to a new donation record for the preservation of
trees.
Link to the campaign’s video: http://bit.ly/1fniG3F
You Need to Hear This for Philips Sound
By Ogilvy & Mather (UK)
With You Need to Hear This, Philips presents music you
need to hear in ways you’ve never heard before. Our
audience doesn’t just want to hear about what’s
awesome, they need to.
For them, music is more than just something they share
for social currency, it's how they define themselves. So
who better to enhance the way they experience music
than the people who have been helping musicians share
music experiences for decades.
Philips knows music. We know how to create technology
that plays music the way it should be heard. And we
understand that the way people listen to music improves
what they’re hearing.
That’s why from now on every time our target has an
experience with Philips, we’re going to give them access to
the music they need to hear, in amazing ways they’ve
never heard before.
Link to the campaign’s video: http://bit.ly/1h3aeY7
Discover the 3 winners (Gold, Silver & Bronze) elected by the jury members on
Monday, February 3rd at 16.45
during Midem Innovation Show- Main Room (Riviera Hall)