Category A10. Innovative Technology
Media Placement OMD GERMANY Düsseldorf, GERMANY
Production CRAFTWORK Düsseldorf, GERMANY
Additional Company PROXIMITY GERMANY Düsseldorf, GERMANY
Name Company Position
Wolfgang Schneider BBDO Group Germany GmbH Chief Creative Officer
Darren Richardson, Ton Hollander BBDO Düsseldorf GmbH Chief Creative Officer
Kristoffer Heilemann BBDO Duesseldorf GmbH Creative Managing Director
Andy Wyeth BBDO Düsseldorf GmbH Creative Director
Veikko Hille BBDO Düsseldorf GmbH Creative Director
Jan Peisert BBDO Düsseldorf GmbH Senior Digital Art Director
Luis Branco BBDO Düsseldorf GmbH Digital Art Director
Ann-Catrin Blömer, Rosario Brancato, Julia Kinast BBDO Düsseldorf GmbH Art Director / Digital
Eva Lia BBDO Düsseldorf GmbH Art Director
Katharina Röhl BBDO Düsseldorf GmbH Copywriter
Holger Bengel, Patrick Holtkamp, Daniel Biallowons, Meike Braun BBDO Düsseldorf GmbH Account Team
Diana Augustin, Deborah Schaper BBDO Düsseldorf GmbH Planning
Christian Stenger BBDO Düsseldorf GmbH Technical Director
Michael Helmke, Tim Sträter Proximity Technology GmbH Business Partner / Technical Partner
Christoph Hirtz, Andreas Otten, Tobias Baltrusch Proximity Technology GmbH Software Development Team
Steffen Gentis BBDO Group Germany GmbH Chief Production Officer
Michael Koch, Niklas Lemburg, Lukas Schmücker CraftWork - a brand of ad agencyservices GmbH Producer
Juhn Kim, Niklas Lemburg CraftWork - a brand of ad agencyservices GmbH Editor
- CraftWork - a brand of ad agencyservices GmbH Post Production Company
Franz Schuier BBDO Düsseldorf GmbH Agency Producer

The Campaign

The first baking app with touchless gesture control, to keep hands free for baking and screens free from mess.

Creative Execution

The app was launched on the apple app store and Google play store for Christmas, which is one of the most popular times for baking in Germany. Each recipe is brought to life by a series of short (2-4 second) looping film steps. Once in the app, the user only has to push the BAKEMODE button within a recipe to begin the magic. Thanks to technology that detects the hand movement of the user through the device’s camera, bakers are able to navigate a recipe like never before.

Feedback for the app has been very positive with over 90% of ratings being 5 stars. The Backen App became the most popular baking app in Germany during the Christmas period and helped reinfuse the traditional brand of Dr. Oetker with innovation once again.

Loyal consumers are aging out of the category, while baking becomes more and more famous among a younger audience, which Dr. Oetker increasingly has troubles reaching due to their shifting media consumption behaviour. Today six out of ten hobby bakers use a mobile device while cooking. Although there were many existing baking and cooking apps on the market, we found that many of these young mobile bakers were struggling with flour dust and greasy fingerprints on their beloved smartphone screens. We decided to give them the best of two worlds by combining Dr.Oetker recipe expertise with the current state of technology, so that hobby-bakers can focus on what really matters: the joy that comes with sharing a self-baked good with people dear to our heart.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

The Eurobest Awards is the benchmark for creative and effective branded communications in Europe.

For the past 32 years Eurobest has set the bar for Europe's creative communications industry, enabling those who push the possibilities of creativity to compete locally and be recognized globally.

Find out what's new in 2020

Juries announced

The names of the jurors for Eurobest Awards 2020 have been announced. All leaders in their respective fields, they encompass a wealth of creative expertise, skill and talent.

This year, our jurors will be judging the work online. We're adapting our robust and rigorous judging system to an online environment, while retaining our commitment to inclusivity and in-depth debate. As always, the work will be given the time, recognition and platform it deserves.

See the Juries

Get the Eurobest Evolving Trends Report

Full of useful insights and commentary, the Eurobest 2020 Evolving Trends Report revisits five key trends in creativity that emerged in 2019. With predictions from 2019 Jury Presidents and opinions on last year's winning work, we ask, “Where were we then? And what’s next?” across five key areas.