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Advertising Campaign for Obama Wins Cannes Awards
Barack Obama's successful advertising campaign in the US presidential election has scooped a number of awards at the Cannes Lions International Advertising Awards. Advertising agency Droga5 won the Titanium prize for presenting an idea that is “provocative, challenges assumptions and points to a new direction” for ‘The Great Schlep’ campaign featuring Sarah Silverman intended to boost support for Obama amongst Jewish voters. As well as the video that saw Silverman urging young “Jewish grandchildren” to persuade their grandparents living in 'swing state' Florida to give Obama their votes, the campaign also included an interactive website.
The integrated prize was also given to the Obama campaign, for its effective use of three or more different medias combining to deliver a powerful message. It was celebrated as a powerful combination of a creative use of television, new media, online and grass roots door-to-door campaigning.
The film category also included aspects of Obama’s election campaign, where Charles Stone III, who created the famous Budweiser 'Wassup' ads in 2000, was given a special jury commendation for his new version of the ad. The 2008 version showed the formerly happy and chilled out characters going through tough times after eight years under George Bush, suffering under the recession and being posted to Iraq. Unfortunately this ad was not eligible to win a prize in the film category as the rules state that all entries must be commissioned by a commercial client and work towards promoting a corporate identity design, but the judges felt it deserved special recognition for being such a powerful political statement.
Another big winner was newspaper The Zimbabwean, for their campaign which used the country’s almost worthless banknotes on billboards, giving a whole new meaning to sign printing and scooping gold awards in both the Titanium and integrated categories. Other winners included T-Mobile’s “dance” ad with a whole crowd dancing together in Liverpool Street station, and a paused bank robbery scene advertising a Philips TV in a unique interactive way.
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