Eurobest awards INNOCEAN Berlin with 3 Grand Prix and Agency of the Year in Germany

December 2020 | Berlin

Innocean Berlin writes history: the first agency in Germany to win 3 Grand Prix at Eurobest.

The 2020 edition of Eurobest, one of Europe’s most respected advertising festivals, saw the Berlin based agency take home 5 trophies in total – three of them being Grand Prix, which sets an unprecedented win in German advertising history.

With this result, Innocean Berlin also emerges from this year’s Eurobest edition as Germany’s Agency of the Year.

Two of the three Grand Prix trophies were awarded to the project “Printed By Parkinson’s”, for the client Charité Berlin, on the categories “Design” and “Creative Data”. The project also won a Gold on the “Healthcare” category.

Together with Charité Berlin, one of Europe’s largest University Hospitals, Innocean Berlin launched Printed by Parkinson’s – an art collection created by the first machine affected with a human disease. Six patients were asked to name an object that became difficult to use due to Parkinson’s. Then their kinetic and neurological data were recorded to create 6 unique data sets. Every object was 3D-printed according to the tremor data of each patient – visualising the impact Parkinson’s is having on their daily lives. The collection was launched on World Brain Day and exhibited in Berlin. Online, the stories educated people on the first signs, the progression of the disease and the latest treatments. Today, the collection is permanently exhibited in the Neurology Department at Charité.

“2020 isn’t a typical year. But who wants typical ideas? Typical agencies? The outcome of this year’s Eurobest shows that our approach for Innocean Berlin is right: a company that blends Berlin’s Zeitgeist with Korea’s vibrant pop culture. Parasite won the best film at the Oscars. Innocean the best German agency at Eurobest. Maybe we can keep surprising the world and brave clients with powerful ideas. The people, dedication and courage, we already have.” – said Gabriel Mattar, European Chief Creative Officer

The third Grand Prix was won in the category “Radio&Audio” for the project “The Client Said No” and developed for DaHouse, a music production company. The project also won Bronze in the “Entertainment” category.

Innocean Berlin transformed “DaHouse” into a real band “The Client Said No” to make their songs more appealing to clients and other brands – once the advertising industry prefers to buy songs from famous bands instead of production houses. “The Client Said No” became the first band who’s entire setlist was made up of songs rejected by clients. To help fuel their success, Innocean Berlin gave the band an image, a website, built PR around them, designed album covers and flyers, organised gigs, sent them on a world tour, helped grow a fan base and successfully established them on social media as well as renowned music streaming platforms. Soon “The Client Said No” became the only band where the more they played, the less tracks they had – once new clients became interested in their once rejected songs. They grew in popularity over 18 months, becoming a moving advertisement for DaHouse. The live shows brought original music played by a band with an authentic sound, to people in countries all over the world. And through the streaming platforms their music spread even further receiving more than 650,000 plays to date.

“These news come as coronation of three years of hard work at Innocean Berlin. An agency that believes in two key values. First, in its people. A bunch of talented and passionate folks from all over the world. And secondly, an agency that believes in its clients. Brands who, big or small, also trust in the transformative power of ideas.” – said Ricardo Wolff, Executive Creative Director

“The Pan-European market is quite unique when it comes to campaigns: ideas should entail a common European flavour while meeting the local market’s taste. We thought Berlin, and its draw for young generations from all around the globe, was the right place to locate the talent we needed” – said Scott Choi, European CEO on the decision to open a Creative Hub in Berlin a couple of years ago.

When setting up the Berlin operation, the agency defined two guiding principles:

  • Evolving into an international creative agency, for which is natural that ideas – the eventual product – are picked by a creative head with international knowledge and experience
  • Developing a culture that encourages thought leadership across all agency hierarchies

“Because of our business and legacy, we see human potential as a core element in our culture. When good ideas shine, they are likely to have followers among colleagues and even clients. We encourage such ideas across all functions and hierarchies and our leaders instil this culture by example “ – he added.

The agency has hired talents from more than 20 nationalities. Innocean Berlin is already extending its role beyond Europe, with recent global campaigns for Sony Bravia, Hyundai and Kia. So far, it seems that the agency’s adherence to its two guiding principles is starting to bear fruits.

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Leticia Rial
Director, Corporate Strategy & Business Planning