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Current Issue 11
June 2009

Mail & Door Drops
Crissy Crisis D6 There is a financial crisis and it looks as if it’s here for a while. D6 thought that rather than avoid the subject altogether and pretend it wasn’t happening, they should have some fun with it. Extreme Comfort Shaving DraftFCB London NIVEA has been behind some of the dullest advertising in Britain. Then this campaign by Draft FCB London comes along. FA CUP BMF, Sydney The proposition was that Setanta is the “voice of the terraces.” The creative solution was to use headline driven ads, which worked equally well in both print and online, and reflected the voices of real fans. Get away from it all Proximity BBDO, Paris It’s not what you say that differentiates you but how you say it. In Northern Europe, where every travel company talks to us in winter about escaping. Make a sound decision Rapp Canada Fedex Canada wanted to capitalise on a shrinking competitor owing to the recession. Rapp Canada decided the best strategy was sending 74 prospects who used the competitor i-pod earphones, promising they would get the i-pod if they agreed to a meeting. So far there has been a 70% response. Mankini EHS Brann, London EHS Brann's junior creative team came up with this highly successful idea of using Borat's Mankini to raise awareness of testicular cancer during the England vs. Kazakhstan world cup qualifier. New Year’s Resolution Draft FCB The Christmas break is a time for reflection and research indicated that, for many, it’s a time when they review their lives. This was a brief that normally the creatives could only mess up. But they didn’t. Phenom's blogger project Proximity Istanbul 86 bloggers were mailed a pack containing a shaving kit including the new razor. Looking like a bathroom cabinet, with a mirror on the outside, the piece asked: “What were you thinking about while you were shaving with Gillette Fusion Power Phenom?” The claim was clear; it’s so comfortable with the Gillette Fusion, your mind can wander elsewhere while you shave. Piggybooks Gregor Aigner Advertising The lines between advertising and publishing are becoming increasingly blurred. This submission by Gregor Aigner Advertising is a book that encourages Children to save. Sponsor a child iris, London Kids Company provides vulnerable inner-city kids with emotional and educational support. Sponsor A Child initiative targeted 500 social responsibility professionals. They would find a CV of a life gone terribly wrong. Turn the CV over, however, and they would see the same life but now full of achievement. Ssshhh Rapp Wellington, New Zealand Whoever came up with the strategy for this campaign is the person who deserves the plaudits. Human nature, being what it is, people like to know they are special. Flattery works. Stocking Head DraftFCB New Zealand For most people in most agencies the envelope is the outer. It’s where you write a line that tries to get people inside. End of story. But for the team here, the envelope is media in its own right. Stressball JWT Dubai For me, direct mail can be a wonderfully interactive medium – and this is a great example of just that. The recipients were encouraged to touch and feel and it was through their fingers that they got the message. Stroke - Christmas pack 2008 Joshua Charities are finding it hard to keep going as people keep their money to themselves. We chose to include this campaign because it provides evidence that a good idea, properly targeted, can still open wallets and purses. The homeless letter GOSS, Gothenburg, Sweden A classic problem/solution idea brought to life clearly and dramatically by Goss. The pub with no sport Rapp Sydney The brief was to sell AUSTAR sport (a pay TV package) to Australian country pub owners. The high price point for AUSTAR sport is a significant barrier for pub owners. To break through this, the agency needed to convince them that AUSTAR sport is absolutely essential for attracting customers - as essential as beer! To do this, they took the iconic Australian song “The pub with no beer” and rewrote the lyrics so the song became “The pub with no sport”. The Signal Proximity Spain The interesting thing about The Signal is that the idea relied on good old-fashioned mail to get an online idea going. Turd DraftFCB New Zealand DraftFCB play on the keenly developed sense of irony creative directors share with this campaign for Oktober. Who are you? Proximity London Proximity London's Campaign for the RNLI embraces social issues and gets people involved in a brand through sharing its values. You had me at hello Strategem Integrated Communications Strategem's version of "Gerry McGuire" is probably one of the best pieces of agency self-promo to date. They demonstrate they are in the business of direct marketing but can write and shoot a damn good TV script.
Online & Digital
Crissy Crisis D6 There is a financial crisis and it looks as if it’s here for a while. D6 thought that rather than avoid the subject altogether and pretend it wasn’t happening, they should have some fun with it. Education with an ‘H’ Shackleton, Madrid Random House Mondadori wanted Daniel Pennac’s book “Mal de Escuela” (The sickness of school) to be a best seller in Spain. They sought an idea from Shackleton which would not only generate interest among the reading public but with book distributors and bookstores. Rather than sell the book itself, the agency opted to stir up a national debate about the quality of the education system in Spain. Extreme Comfort Shaving DraftFCB London NIVEA has been behind some of the dullest advertising in Britain. Then this campaign by Draft FCB London comes along. FA CUP BMF, Sydney The proposition was that Setanta is the “voice of the terraces.” The creative solution was to use headline driven ads, which worked equally well in both print and online, and reflected the voices of real fans. Flavors Tribal DDB/Rapp Milan Philips wanted to engage a hip, trendsetting 25-35 target audience in Milan for the launch of their Flavors brand - a range of lcd TVs charaterised by interchangeble frames. This was achieved by cleverly integrating outdoor with the Facebook social network. Fold AIM Proximity Auckland, New Zealand Aim Proximity New Zealand managed to convey Vodafone New Zealand's technical superiority in a really simple way. As a result, over 35% of the competition's customers are considering switching. New Year’s Resolution Draft FCB The Christmas break is a time for reflection and research indicated that, for many, it’s a time when they review their lives. This was a brief that normally the creatives could only mess up. But they didn’t. Phenom's blogger project Proximity Istanbul 86 bloggers were mailed a pack containing a shaving kit including the new razor. Looking like a bathroom cabinet, with a mirror on the outside, the piece asked: “What were you thinking about while you were shaving with Gillette Fusion Power Phenom?” The claim was clear; it’s so comfortable with the Gillette Fusion, your mind can wander elsewhere while you shave. Podge and Rodge on Vista Dialogue, Ireland What would have more chance of grabbing the attention of Irish twenty-somethings - a video of Bill Gates or a pair of depraved puppets from Ballydung? No contest. Ssshhh Rapp Wellington, New Zealand Whoever came up with the strategy for this campaign is the person who deserves the plaudits. Human nature, being what it is, people like to know they are special. Flattery works. Talk to Frank Profero London Profero created an informative, impartial and genuinely interactive digital experience where teenagers can seek advice on drugs and drug use. It's an unflinching and realistic examination into the dark side of cocaine abuse. The Baileys Lounge launch Chemistry Communications The Baileys Lounge as a new online are for members only where the brand could start communicating with high value consumers and enter into a deeper dialogue with them than ever before. Full access to the members’ area, including the valuable ‘Offers’ section, was only available via a unique username and password, giving Diageo rich tracking information on individual consumers The Magnificent Seven 20:20 London Essentially a TV ad which 20:20 have ingeniously managed to switch to a blog platform. It’s one sort of advertising message disguised to look like another. The Realm Ogilvy West, Culver City, California Like so much direct marketing, the creative work here seems to have taken its cue from the tight definition of the target audience - tecchies and their propensity for marvel comics. The Signal Proximity Spain The interesting thing about The Signal is that the idea relied on good old-fashioned mail to get an online idea going. The Warehouse AIM Proximity Auckland, New Zealand Research has revealed that in this recession, people are trying to avoid the shops. So here’s an idea that actually got 240 blokes downloading coupons and into the shops. Who are you? Proximity London Proximity London's Campaign for the RNLI embraces social issues and gets people involved in a brand through sharing its values.
Outdoor & Events
3 from 10 Ogilvy Australia CCIA is the only independent medical research institute in Australia dedicated to finding a cure for childhood cancer. The odds on surviving cancer aren’t that good – and placed the message in the one environment where it would be most relevant and most shocking ie. a betting shop. Education with an ‘H’ Shackleton, Madrid Random House Mondadori wanted Daniel Pennac’s book “Mal de Escuela” (The sickness of school) to be a best seller in Spain. They sought an idea from Shackleton which would not only generate interest among the reading public but with book distributors and bookstores. Rather than sell the book itself, the agency opted to stir up a national debate about the quality of the education system in Spain. Fold AIM Proximity Auckland, New Zealand Aim Proximity New Zealand managed to convey Vodafone New Zealand's technical superiority in a really simple way. As a result, over 35% of the competition's customers are considering switching. The buzzing postcard DraftFCB Mexico City Draft FCB Mexico city was tasked by SC Johnson owners of mosquito repellant OFF! to create a non-traditional media effort in holiday destinations during the summer season. The result was a buzzing postcard and a 180% sales increase The parking ticket convertor GOSS, Gothenburg, Sweden In Göteborg, whenever a motorist was fined, Goss came up with the idea of placing an envelope under the windscreen wipers right beside the ticket with a money-off coupon against the purchase of a new bike. Over a thousand discounts have been offered. What's all the fuss about? Ogilvy Amsterdam To make people aware of rising sea levels due to global warming, the Ogilvy Amsterdam created a message board which appeared to be held by a submerged man (two prosthetic arms attached to a small remote-controlled submarine) with just his hands above the water for MTV Switch. A hilarious idea with a serious point.
Integrated
Dig out your soul BBH New York Most album launches, the music starts in a studio and ends up on the streets. If the songs are good, street performers adopt and adapt them. BBH New York reversed this process, launching Oasis’ new album, ‘Dig Out Your Soul’, on the streets before the album was released. Fold AIM Proximity Auckland, New Zealand Aim Proximity New Zealand managed to convey Vodafone New Zealand's technical superiority in a really simple way. As a result, over 35% of the competition's customers are considering switching. Fold AIM Proximity Auckland, New Zealand Aim Proximity New Zealand managed to convey Vodafone New Zealand's technical superiority in a really simple way. As a result, over 35% of the competition's customers are considering switching. Teach India JWT Mumbai The Times of India is building a platform for itself around a ‘let’s do it’ sort of attitude. They wanted to channel the emotional energy of millions of citizens into real platforms. On July 6th, they replaced the editorial of the front page with a message about The Class of 2008. 28 direct response ads, 10 outdoor executions and 3 commercials pushed people to a website where they could register, pledging to give up just two hours a week to teach. The village where nothing ever happens Shackleton, Madrid Shackleton and the Pay TV consortium in Spain show what can happen when the trust level is high between client and agency. The village where nothing ever happens Shackleton, Madrid Shackleton and the Pay TV consortium in Spain show what can happen when the trust level is high between client and agency. You are Chancellor Politics in Austria seemed to have become a game for the politicians. Kurier, Austria’s leading newspaper, decided it would invite the citizens of the entire country to play the game as well. The message was, “The Game, The Players And The Rules - Everything about the election, daily in the KURIER.