Hard Court Heroes

Bundesgerichtshof (German Federal Court of Justice) Case I ZR 60/09, Judgement of 28 October 2010 (“Hartplatzhelden”)

Faking or Convincing: Why Do Some Advertising Campaigns Win Creativity Awards?

Since the Sarbanes-Oxley Act was passed in 2002, it has become commonplace in the advertising industry to use creativity-award-show prizes instead of gross income figures to attract new customers. Therefore, achieving a top creativity ranking and winning creativity awards have become high priorities in the advertising industry. Agencies and marketers have always wondered what elements in the advertising creation process would lead to the winning of creativity awards. Although this debate has been dominated by pure speculation about the success of different routines, approaches and strategies in winning creativity awards, for the first time our study delivers an empirical insight into the key drivers of creativity award success. We investigate what strategies and which elements of an advertising campaign are truly likely to lead to winning the maximum number of creativity awards. Using a sample of 108 campaigns, we identify factors that influence campaign success at international advertising award shows. We identify innovativeness and the integration of multiple channels as the key drivers of creativity award success. In contrast to industry beliefs, meaningful or personally connecting approaches do not seem to generate a significant benefit in terms of winning creativity awards. Finally, our data suggest that the use of so-called “fake campaigns” to win more creativity awards does not prove to be effective.

A Comparative Evaluation of Three Skin Color Detection Approaches

Skin segmentation is a challenging task due to several influences such as unknown lighting conditions, skin colored background, and camera limitations. A lot of skin segmentation approaches were proposed in the past including adaptive (in the sense of updating the skin color online) and non-adaptive approaches. In this paper, we compare three skin segmentation approaches that are promising to work well for hand tracking, which is our main motivation for this work. Hand tracking can widely be used in VR/AR e.g. navigation and object manipulation. The first skin segmentation approach is a well-known non-adaptive approach. It is based on a simple, pre-computed skin color distribution. Methods two and three adaptively estimate the skin color in each frame utilizing clustering algorithms. The second approach uses a hierarchical clustering for a simultaneous image and color space segmentation, while the third approach is a pure color space clustering, but with a more sophisticated clustering approach. For evaluation, we compared the segmentation results of the approaches against a ground truth dataset. To obtain the ground truth dataset, we labeled about 500 images captured under various conditions.