Current Issue 13
December 2009

Autumn Mailing Change4Life Autumn campaign – EHS, London COI/Department of Health Bright and cheery ways to help tackle obesity from those bright and cheery folk at EHS Concrete Letter Y&R Auckland, New Zealand Concrete Envelope – Y&R, Auckland Microsoft Direct mail gets a hammering – literally. And rather wonderfully. Dinosaur Iris Worldwide, London Dinosaur – Iris Worldwide, London Iris Worldwide Big network agencies are lumbering creatures from the Pleistocene. This mailing suggests Iris could be better adapted. Every penny is beautiful Story UK The agency had to create a look and positioning for a financial product which could hold its own in the ultimate arena of cutting-edge innovative design... Grudgeby Partners Andrews Aldridge Grudgeby – Partners Andrews Aldridge, London RFU For nearly 150 years, Oxford and Cambridge have kicked and fought each other on the rugby pitch. Every year it’s a grudge match. How are the Kids? EHS Brann Using the bright colours and characters from the advertising, the recruitment into the CRM programme is an easy to complete questionnaire for mums and kids. IKEA FAMILY LIDA The creative force was a combination of well-crafted copy with state-of-the-art digital technology producing up to 40,000 variables per campaign... In The Dark GREYMATTER, Johannesburg In The Dark – Greymatter, Johannesburg Absa The day after the power-cuts started in Gauteng, homeowners got this mailing suggesting one way of dealing with the blackouts. John Smith’s Travel Diaries Proximity, Lisbon John Smith’s Travel Diaries – Proximity, Lisbon ANA, Airports of Portugal How do you persuade airline route planners to keep flying to Lisbon? You show them how much there is to see and do there. Kern Precision Scales 20:20 London Kern scientists were asked to weigh every element of their corporate stationery (from the letterhead to the envelope, down to the very ink on the business card) to a staggering seven decimal places... Long Letter DraftFCB New Zealand DM’s Longest Letter Ever – DraftFCB New Zealand The Herald on Sunday Readers spend an hour browsing through the newspaper on a Sunday so media buyers were challenged to spend the same amount of time on the letter. Nip and Tuck CMW Nip and Tuck – CMW London Peugeot The new car has had cosmetic surgery so the pack arrives in bandages. Operational Effectiveness Archibald ingall stretton Operational Effectiveness – Archibald Ingall Stretton 02 Here’s how an IT Manager can lose a dozen of his job titles (such as CEO Testing Mobile Chargers). Precise Measurements Wunderman London Precision Weighing – Wunderman, London Kern Kern can measure anything – from the paper their letters are printed on to a puff of wind. Speed Up/Slow Down Wunderman, London When the post-room is slow, a nice cup of tea is what they need but when things are busy they need a caffeine hit. Trust FedEx to supply what’s required. Thank You Notes Rapp, Auckland Thank You Notes – Rapp, Auckland Heinz Wattie’s If you’re a dog owner, now you have the opportunity to say thank you to your four-legged friend. The World’s Longest Business Card BWM Sydney The Worlds Longest Business Card – BWM Sydney Australia Post How they drummed up an audience in Australia for Directory’s very own Patrick Collister Thomson Pre-Departure programme LIDA Direct mail and a fully personalized website helped every customer feel excited by the holiday ahead and involved in preparing for it with Thomsons. Tree Detective Chemistry Communications Group In a category clouded by white softness, the bold tree-themed campaign had major cut-through... Winter Car Kit Stephens Francis Whitson Winter Car-Kit – Stephens Francis Whitson, London More Th>n Insure with More Th>n and they actually give you something back for your money – in this case, everything you need to deal with a British winter. Zurich Opt-In Publicis Dialog, London Opt-In – Publicis Dialog, London Zurich Motor & Home Insurance In Directory 13 are both the longest letter ever in DM (Herald on Sunday) and the shortest, this letter for Zurich.

48 Hours Rapp, El Segundo, CA The 2010 Toyota 4Runner is the fifth generation and the most capable 4Runner ever produced. To demonstrate this fact, four current 4Runner owners were invited to test-drive the new vehicle over the course of 48 hours. A Tricky Game of Tipple Toppling Story, Edinburgh Topple a Tipple – Story, Edinburgh Ardbeg whisky How many blocks of peat can you pull before the pile becomes a heap? Grudgeby Partners Andrews Aldridge Grudgeby – Partners Andrews Aldridge, London RFU For nearly 150 years, Oxford and Cambridge have kicked and fought each other on the rugby pitch. Every year it’s a grudge match. In Bed Profero In Bed – Profero, London Bayer Schering Pharma A charming series of videos which follow Dennis as his sex life goes from worrying to fulfilling. Khede Kasra Leo Burnett, Beirut Khede Kasra – Leo Burnett, Beirut The Hariri Foundation One small underscore can change a word from masculine to feminine. Can that mark change a whole society? Member Acquisition Wunderman, Irvine, CA Sign Up for Rewards – Wunderman, Irvine Southwest Airlines The best time to talk to your passengers is at the gate, while they’re waiting to board one of your planes. Prescribe The Nation OgilvyOne Prescribe the Nation – OgilvyOne New York/BBH New York Vaseline Clinical Vaseline asked one woman to recommend their new product and then they traced how the recommendations began to spread. Quique the Head Shackleton, Barcelona The creative treatment centres on a very bizarre spokesperson: a bodiless man. This is Enrique Carboni Junior, a.k.a. ‘Quique the Head’, a 27 year-old Argentine born with an extremely rare condition: a head but no body. Shamrock’d! OgilvyOne, Malaysia Shamrockd! – OgilvyOne, Kuala Lumpur Guinness Malaysia Approaching St. Pat’s day, Facebook users in Malaysia were given the chance to ‘improve’ their friends’ photos. Social Workers Recruitment Campaign DraftFCB London Social Workers Recruitment – DraftFCB, London COI/CWDC When children say one thing, they mean another. This idea demonstrates how social workers learn to understand. Take me. Read me. Leave me. BMF, Sydney Take me. Read me. Leave me. BMF, Sydney OPSM Thousands of books have been set free across Australia and you can follow their journeys online. The Cube BBDO New York The Cube – BBDO, New York HBO The art of storytelling is about discovery and revelation, and no-one knows better than BBDO NY how the art of advertising can bring it to life. The Greatest Song The Jupiter Drawing Room, Cape Town What’s the Greatest Song Ever? – The Jupiter Drawing Room, Cape Town Musica When a group of deaf children were given the gift of hearing, the first thing they heard were the world’s greatest songs. Thmbnls-Interactive Mobile Drama 20:20 London ‘Thmbnls’ was a teen video drama broadcast for free over 22 weekly episodes exclusively on mobiles. Thomson Pre-Departure programme LIDA Direct mail and a fully personalized website helped every customer feel excited by the holiday ahead and involved in preparing for it with Thomsons. Travel Channel - Kidnap! Rapp, New York Kidnap! – Rapp, New York The Travel Channel Mind-boggling numbers from Rapp NY, who have created a game which has been played 250 million times on Facebook so far.

Khede Kasra Leo Burnett, Beirut Khede Kasra – Leo Burnett, Beirut The Hariri Foundation One small underscore can change a word from masculine to feminine. Can that mark change a whole society? Skill Tester Rapp, Melbourne Skill Tester – Rapp, Melbourne Parkinson’s Victoria A great demonstration of how frustrating it must be to suffer from Parkinson’s – and a way of raising funds. Stay On Top of Your Game Proximity London Stay on Top of your Game – Proximity, London Diageo Drink Aware When you are talking to students, why use print and outdoor when you can talk to them with snooker balls and darts boards? Take me. Read me. Leave me. BMF, Sydney Take me. Read me. Leave me. BMF, Sydney OPSM Thousands of books have been set free across Australia and you can follow their journeys online. Thank You Notes Rapp, Auckland Thank You Notes – Rapp, Auckland Heinz Wattie’s If you’re a dog owner, now you have the opportunity to say thank you to your four-legged friend. The Cube BBDO New York The Cube – BBDO, New York HBO The art of storytelling is about discovery and revelation, and no-one knows better than BBDO NY how the art of advertising can bring it to life. The louder you are, the faster you go DraftFCB New Zealand The louder, the faster – DraftFCB, Auckland Prime TV A game for boys up to 60. You power your car by making engine noises. Vroom vroom.

Whale Song M&C Saatchi/Mark, Sydney Whale Song – Mark/M&C Saatchi, Syndey Optus Australians were invited to compose their very own whale music

13. Unlucky for some The most disagreeable part of editing Directory is turning away good work. Editing Issue 13 has been more disagreeable than usual. 6 ways to improve your chances of winning awards Every awards organiser has a dark secret. I know. I used to be one. It’s that 90% of the entries never stand a chance and not just because the very best will blow them out of the water – although that’s true as well. Judging at the UK’s 2009 DMA’s Why is it that judging is such an odd (albeit rewarding) experience? Khede Kasra Leo Burnett, Beirut Khede Kasra – Leo Burnett, Beirut The Hariri Foundation One small underscore can change a word from masculine to feminine. Can that mark change a whole society? The $100m press ad Shimoni Finkelstein DraftFCB, Tel Aviv The $100m press ad – DraftFCB Shimoni Finkelstein, Tel Aviv Gindi Holdings A simple insight and, for the client, kerching! The Greatest Song The Jupiter Drawing Room, Cape Town What’s the Greatest Song Ever? – The Jupiter Drawing Room, Cape Town Musica When a group of deaf children were given the gift of hearing, the first thing they heard were the world’s greatest songs. Throw Us A Bone M&C Saatchi/Mark, Sydney Throw us a bone – Mark/M&C Saatchi, Sydney Sydney Dogs & Cats Home Rather than ask Sydneysiders to get out their wallets, Frankie asked them to get out their mobile phones and donate. Zurich Connect launch 20:20 London The creative vehicle is an animated double act. The Blue character represents quality. He’s what you’d expect from Zurich; mature and responsible.