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Current Issue 17
December 2010

Mail & Door Drops
Bad Fit Goss Sweden To illustrate the problem with badly fitting boots, the letter did not really fit the envelope and could have used a little ‘envelope fitting. Bronze - Time Management Launch campaign Partners Andrews Aldridge To dramatise how much time is wasted through small interruptions in the work environment, an email to key purchasers and decision makers within organisations on the Video Arts database was sent at 4.59pm, suggesting it was time to leave work for the evening. Recipients were directed people to the landing page for a free lesson in time management. Bronze - Tongue Clemenger Proximity, Melbourne When animals are hungry, their tongues hang out. To symbolize how appetizing Advance pet foods are, rubber tongues were left hanging out of mailboxes. Defender – Don’t Handle with Care Wunderman London Land Rover needed to talk to the most down-to-earth people imaginable - farmers (specifically members of the National Farmers Union, who qualified for a special 5% discount). The challenge was to place the vehicle clearly in their world in a mailer that showed them, no matter what the job, Defender would get the it done. Gold - MISEREOR Mailing Falling Letters Kolle Rebbe, Hamburg To encourage as many important journalists and media decision-makers as possible to make a donation, they reduced the copy to a provocative demand: deeds, not words! Heex – Discover The Design And Quality Heex – Discover The Design And Quality The strategy was to get in touch with HEEX’s core target audience through a mailing that would describe and explain the brand’s unique positioning in a way that was similarly unique. Helping Hand Constructing a DIY retirement plan is like any DIY job: you’ll never do it as well as a professional. And there is every chance you could make a botch of it. The insight, then, was that tradespeople and financial advisers have something in common: they both offer professional advice. Innovative Journey In San Francisco Gunnar Giesing/Post Danmark A small suitcase, symbolizing the concept of ‘a journey’ was mailed to the target group. Stickers were posted on the suitcase representing the companies and places to be visited. La Dolce Vita Shackleton Instead of just promoting yet another financial services product with a dull descriptor, Caja Madrid were persuaded to give the product a more emotive name, La Dolce Vita. It summarised in three little words the benefit of the scheme. Mind The Coating Goss Sweden Who is most likely to be most concerned with the paintwork of their car? New owners, of course. People who had just bought shiny new cars were mailed this illustration of what can happen when a car is not washed with Mjuk Biltvatt care. OnDemand Meats Aim Proximity Auckland To get the New Zealand advertising industry excited about TVNZ Ondemand and make it a first choice media solution rather than an afterthought, the idea was to target one of the toughest target audiences in the world to impress – the nation’s creative directors. Silver - Chocolate Letter Proximity London 6,000 personalised letters made out of the finest milk chocolate were mailed out. The letter encouraged the reader to smell, touch and taste it, and explained the principle of engaging the senses to create more emotive connections, asking them to call Royal Mail to find out more about sensory marketing. Unexpected Bill BMF Most other banks position Personal Overdrafts as a safety net, something you fall back on when you haven’t managed your money properly.
Online & Digital
AT&T World Cup HeaderCam Banner BBDO New York The solution was to turn an ordinary media buy on ESPN.com into the world's first webcam-enabled soccer game in a banner. Using motion capture technology that tracks the movement of your head, they allowed users to have some serious soccer fun in a fully immersive game experience. Bronze - The Google Job Experiment Alec Brownstein When Scott Vitrone, Ian Reichenthal (creative directors at Y&R New York) Gerry Graf (executive creative director of Saatchi & Saatchi New York), Tony Granger (now global creative director for Y&R) or David Droga (the CEO and chief creative officer of Droga5) Googled themselves, they saw a personalized message from Alec asking for a job. Bronze - Time Management Launch campaign Partners Andrews Aldridge To dramatise how much time is wasted through small interruptions in the work environment, an email to key purchasers and decision makers within organisations on the Video Arts database was sent at 4.59pm, suggesting it was time to leave work for the evening. Recipients were directed people to the landing page for a free lesson in time management. Composing your life CP Proximity Barcelona It was decided that the campaign should start on the Audi customer’s birthday, one piece of information that was already logged in the system. They were mailed what appeared to be a birthday card containing a CD sleeve with a blank CD inside. They were invited to go online and create the musical soundtrack to their life and then record it on the disc provided. Gold - Donate Your Website Ogilvy Brazil GRACC emailed a number of company bosses asking not for money but for the loan of their websites for one day. iHobo Publicis London A young homeless person was put in the pocket of the target group. Or, more accurately, on their iPhones. The fate of ‘iHobo’ was in their hands. Treated well, iHobo thrived. Left un-cared for, his inevitable decline into hard drugs played out on their screen (the shocking reality for 3 out of 4 young people who become homeless). It’s No Picnic George Patterson Y&R Melbourne The idea is simple: Think you can eat a Picnic in the space of a TV ad? Prove it. In this world of tweets, posts, blogs, tubes and books there’s a real race for ‘getting yourself out there’. This campaign offered the ultimate prize – fame on national television. Jupiler Bartender Famous Belgium The Bartender is an iPhone application for Jupiler, Belgium’s most popular beer brand. It helps you place an order for when you’re at a bar so you don’t need an excellent memory or a coaster and pen. SDIA Project Shalmor Avnon Amichay/ Y&R Tel Aviv The challenge was to get people to listen to a message they didn’t want to hear. The medium which seemed best suited to the task was radio, using what radio is all about: music. Share The Love Archibald Ingall Stretton With a limited budget, conventional media was out of the question. So the idea had to work across social media instead, getting listeners to spread the word about the Summertime Ball. Silver - Education with an ‘H’ Shackleton, Madrid Rather than sell the book itself, the agency opted to stir up a national debate about the quality of the educational system in Spain. Silver - TenGrandisBuriedHere.com Wunderman Sydney To find the cash, players had to download IE8 then follow Twitter@TenGrand_IE8 for daily clues. Using the product to search the net, players had to solve puzzles to find the right URL and crack the password. The first to do this won the $10,000. Throw This Away Wunderman Sydney Resellers are salespeople. They speak one common language – money. The idea was simple. Despite Australia Post’s recommendations against sending currency in the mail, Microsoft did it anyway and created an Australian Direct Mail first. True Blood Live Feed BBDO New York Since Season 2 of HBO’s True Blood had been all about transformation, the idea was to allow viewers of the Blu-ray box set to watch their Facebook and Twitter accounts transform as they watched the episodes. White, very white Proximity Colombia Using the databases of the country’s 142 largest wholesalers, what appeared to be a completely blank email was sent out. To stimulate curiosity, the only copy that could be read as the line: "If you want to get to know a very white white, click here and drag to the end of the email." You News BBDO New York The concept started with the insight that every social update appears in real time, like breaking-news headlines from major publications. From this came the “Breaking the news that’s important to you” campaign.
Outdoor & Events
Bronze - AIDS Mask Grey Mumbai Masks to protect the wearer from swine flu were distributed for free across Mumbai. Each mask came with the message, ‘126 people succumb to swine flu and you wear a mask. 25 million have died of AIDS. Do you use a condom?’ Death Trap Executive Creative Director: Dave King; Copywriter: Dave King, Nicci Doak; Art Director: James Bowman; Finished Art: Woody; Photographer: Leon Rose, Lindsay Keats From previous campaigns, the NZ Fire Service knew that hard-hitting consequence-based messaging was more likely to change behaviour. They wanted to focus on the possibility of death and the proposition that “smoke alarms save lives”. On a production and media budget of 40K. Gold - Khede Kasra Leo Burnett, Beirut In both the spoken and the written word, most sentences in Arabic are constructed using a male vocative. In other words, it is assumed that the listener or reader is male. This can be changed to a female vocative simply by adding an accent line or ‘kasra’ below the words. Gold - The stunt that never was DDB Auckland The idea was not to do anything. A press release told the 40,000 crowd to look to the skies at 3pm, the same time as the previous years’ stunts. But nothing happened. Need for Speed? nnY&R Johannesburg When the speeding motorists received their fines - with photographic evidence – there in the background was Xbox's Need For Speed message, reminding them of driving games like 'Need for Speed Carbon'. Reality Billboard Shalmor Avnon Amichay Y&R Tel Aviv "Big Brother" winner versus the winner of "Survivor". All assignments and tasks during the reality game were performed using only the different interfaces of Yellow Pages: Smart-phone app, website, Facebook and a special minisite. See The Love Ogilvy & Mather (Taiwan) Invited to ‘make invisible love visible’, advertising invited pairs of people (family, married couples, lovers, friends) to take part in an experiment in which their brainwaves and heartbeats were recorded as they looked at each other. Silver - Volcano Saatchi & Saatchi NZ While mintshot.co.nz was hosting a champagne breakfast to launch the website, Auckland’s largest volcano, Rangitoto Island, erupted. At the launch, and all over the city, people dropped what they were doing to stop and stare. Speed Camera Proximity BBDO Belgium Deliberately hoping for an idea that would cause buzz and press coverage, the agency opted to bring a new perspective to the issue of speeding. They wanted to reward those Makro shoppers who drive thoughtfully and safely to the store by setting up Makro Speed Cameras. Stamp Opus Multipla Brazil Rather than a conventional business card, a special stamp was created that simulates a lipstick mark. The stamp may be applied to any material, such as napkins, paper sheets, tissues etc The Big Mosquito Party Akestam Holst Sweden Every summer, Sweden is invaded by nasty mosquitoes. They are indiscriminate about who they bite, both ‘outdoors professionals’ and anyone who spends any time outside. The Big Picture BBDO New York On March 18 – 19, in New York, they created a massive event where thousands of people traded in their paper cups for reusable mugs. Artists used the individual cups to create a mosaic image of a sequoia tree. The image was symbolic of the larger impact we can have if we all do our part. Tim Burton Pie Bag DDB Group Richmond Victoria In Melbourne there was a pie shop called Pie Face. The idea was to use their bags, complete with red-hot contents, as media. Marked 100% Human Meat, the bags not only drew attention to the exhibition but acted as a 2-for-1 ticket pass.
Integrated
Beanstalk Partners Andrews Aldridge The agency re-wrote the famous children’s story of Jack and the Beanstalk, making it all about the birthday child. The book was personalised throughout so every child could imagine themselves climbing through the clouds to a magical world. Beanstalk Partners Andrews Aldridge The agency re-wrote the famous children’s story of Jack and the Beanstalk, making it all about the birthday child. The book was personalised throughout so every child could imagine themselves climbing through the clouds to a magical world. Capable Shackleton What started out as a conventional direct marketing campaign to raise public awareness with a budget for 20-second DRTV spots, became an engrossing documentary featuring Ferran Adrià, founder and chef of El Bulli, the most prestigious restaurant in Spain; Marcos de Quinto, president of Coca Cola Iberia; and María Garaña, president of Microsoft Ibérica. Capable Shackleton What started out as a conventional direct marketing campaign to raise public awareness with a budget for 20-second DRTV spots, became an engrossing documentary featuring Ferran Adrià, founder and chef of El Bulli, the most prestigious restaurant in Spain; Marcos de Quinto, president of Coca Cola Iberia; and María Garaña, president of Microsoft Ibérica. Long Live The Resistance – The Musical Shackleton In partnership with the music radio station 40 Principales, the idea was to create a musical called “Viva La Resistencia”, an unbeat portrayal of the fight against cancer that both informed and instructed. Long Live The Resistance – The Musical Shackleton In partnership with the music radio station 40 Principales, the idea was to create a musical called “Viva La Resistencia”, an unbeat portrayal of the fight against cancer that both informed and instructed. Share House Wunderman Sydney Instead of targeting the larger audience, the agency opted to target the smaller student audience and try to get them to take up and spread the message. Share House Wunderman Sydney Instead of targeting the larger audience, the agency opted to target the smaller student audience and try to get them to take up and spread the message. Shrimps & The Dip Red Urban GmbH McDonald’s core target audience is becoming increasingly hard to reach through conventional media channels. So the idea was to reach them through music. First a video clip was created of a band called Shrimps and The Dip singing “I want a shrimp from you”. The Journal – Self Help Programme Draftfcb New Zealand Rugby legend John Kirwan, himself a sufferer, not only appeared in the TV commercial driving visitors to the site but also their guide through the six stages of dealing with depression. The Journal – Self Help Programme Draftfcb New Zealand Rugby legend John Kirwan, himself a sufferer, not only appeared in the TV commercial driving visitors to the site but also their guide through the six stages of dealing with depression. The Megane Experiment The Renault Mégane sells well in France, the home of joie de vivre. So a very public and controversial experiment was conducted to prove this statistical observation: towns with higher Mégane sales tend to have more joie de vivre. The Megane Experiment campaign asked, ‘Can a car change a town?’ The Megane Experiment The Renault Mégane sells well in France, the home of joie de vivre. So a very public and controversial experiment was conducted to prove this statistical observation: towns with higher Mégane sales tend to have more joie de vivre. The Megane Experiment campaign asked, ‘Can a car change a town?’ You know, we know Proximity London The challenge was to get students to see the laptop IS a TV and convince them they needed a licence. But not by threatening them, rather by inspiring them to get one not just because it’s the law but because they love what it pays for. You know, we know Proximity London The challenge was to get students to see the laptop IS a TV and convince them they needed a licence. But not by threatening them, rather by inspiring them to get one not just because it’s the law but because they love what it pays for.
Broadcast, Press & Inserts
Bronze - Destination Japan GOSS, Gothenburg Chopsticks + miniature ski case = skiing in Japan. It was sent out by mail to dedicated skiers who had travelled previously to ‘unexpected destinations’ with Langley Travel. On the chopsticks there was the name of the new destination and a phone number where you could book the trip. Bronze - Dogs know M&C Saatchi/Mark, Sydney 92.9FM, a big radio station in Tamworth, which is a major regional hub north of Sydney, donated 40 free airings. In these spots, while a voice-over described the plight of neglected dogs, mixed under was an ultrasonic frequency at 20,000Hz – a sound that humans can’t hear but dogs can. Gold - SDIA Project Shalmor Avnon Amichay/ Y&R Tel Aviv The challenge was to get people to listen to a message they didn’t want to hear. The medium which seemed best suited to the task was radio, using what radio is all about: music. Gold - Snowman TEQUILA Auckland TEQUILA Auckland wanted a Christmas card that would stand out from the ho ho ho hum Scirocco Cup AR Challenge Ogilvy Beijing VW was about to become the first car manufacturer to stage a series of racing events around China with professional drivers racing Sciroccos against each other. Silver - The Buzzing Postcard DraftFCB Mexico City SC Johnson wanted holiday-makers in popular tourist resorts to be aware that there are a lot of mosquitoes in those places and OFF! Repellent is the best way to deal with them. Silver - The last place you want to go M&C Saatchi, London The Dixons.co.uk site is single-minded in its objective to provide consumers with the very latest technology at the keenest prices. To do this, it uses a compelling price guarantee to match the key competition both on and offline. Though this may have provided a strong foundation for a low price proposition, it wasn’t enough to help create memorable advertising. The 200 yard gong Saatchi and Saatchi London To do well on the challenging courses of The European Tour, players need a more inventive and varied range of shots they can play. To bring this thought to life, the idea was to challenge top golfers to pull of near-impossible shots.