Current Issue 23
June 2012
Mail & Door Drops
British Airways' First Class Cabin OgilvyOne London Central to the design philosophy behind British Airways new first-class cabin was a return to understated British elegance.
Burning for business JWT Group Germany The advertising market in Germany is dominated by local independent agencies who have only recently cottoned on to the importance of shopper marketing.
Car creation Whybin\TBWA\Tequila Insurance is a grudge purchase which many people choose purely on price. NRMA, however, was not a cheap option, nor was it ever going to be. The company believed the quality of the cover they offered would be compromised by discounting its price.
Grazed on Greatness - Tailored suits Whybin\TBWA\Tequila M.J. Bale was a relatively new Australian men’s fashion brand. The objective was to build awareness and drive sales by targeting journalists and opinion leaders.
It’s now or never! Start your own movement Red Urban GmbH Getty Images was known for its large archive of images but very few people knew that it also had an extensive video archive with footage that spanned the decades.
Pepsi Bottle Lights BBDO Guerrero Proximity Philippines Pepsi was looking to extend its long-running ‘Sarap Magbago’ (change tastes good) campaign, providing real solutions to real problems that affect the environment, community and youth.
Portraits - Corporate Sponsorship Wunderman Sydney The Art Gallery NSW, Australia’s premier art gallery since 1874, has always relied on donations and corporate sponsorships. They wanted the key decision-makers of major Australian corporations to attend the gallery to hear about corporate sponsorship and convince them to become a sponsor.
The 2012 Camry - It's ready. Are you? RAPP Los Angeles The problem was that Toyota wanted to talk about the ground-breaking technology of the 2012 Camry but in a medium not noted historically for being ground-breaking.
Online & Digital
7 days for a change Draftfcb Spain In early 2011, the first manifestation of the Arab Spring, there was a revolution in Tunisia which became worldwide news. As a result, many tourists cancelled their flights and trips.
A dramatic surprise on a quiet square Duval Guillaume Modem The American TV Channel TNT was a high-quality entertainment channel which was new to Flanders.
Ariel Fashion Shoot Saatchi & Saatchi Stockholm P&G Nordic wanted to launch the new formula Ariel Actilift liquid detergent by proving its stain-fighting power.
Burning for business JWT Group Germany The advertising market in Germany is dominated by local independent agencies who have only recently cottoned on to the importance of shopper marketing.
Car creation Whybin\TBWA\Tequila Insurance is a grudge purchase which many people choose purely on price. NRMA, however, was not a cheap option, nor was it ever going to be. The company believed the quality of the cover they offered would be compromised by discounting its price.
Cheer-O-Meter Ogilvy Argentina In the Copa America football championships, Argentina was about to play Colombia. Coca-Cola wanted to be a part of the moment.
Dermacyd Teen Code Publicis Brazil Dermacyd Teen is a liquid soap that was specially developed to protect girls’ intimate parts. But how can Dermacyd Teen become part of these young consumers’ conversation?
Emicida Creators DDB Brazil Intel was a world leader in innovation. The company designed and manufactured the essential technology that was the basis for computer devices around the world.
Everyday Settlement Speed Challenge BMF Commonwealth Bank needed to raise awareness of their industry-first technology, Everyday Settlement, which allowed business owners to receive money from credit card sales the same day, everyday.
Grazed on Greatness - Tailored suits Whybin\TBWA\Tequila M.J. Bale was a relatively new Australian men’s fashion brand. The objective was to build awareness and drive sales by targeting journalists and opinion leaders.
I CARE DDB NY The concept for the I Care button formed after the devastating earthquake hit Japan. DDB noticed users online wanted to show support for the victims but felt it was inappropriate to click Facebook’s ‘Like’ button.
It’s now or never! Start your own movement Red Urban GmbH Getty Images was known for its large archive of images but very few people knew that it also had an extensive video archive with footage that spanned the decades.
MINI maps DDB Paris MINI drivers, both actual and potential, are non-conformists. At a time when everyone seems to be on Facebook doing the same old things, the challenge was to come up with an idea that tickled MINI drivers’ values whilst being innovative in itself.
Obsessed with Sound Tribal DDB Amsterdam Philips wanted to take their 2010 “Obsessed with Sound” online presence to a higher level and create an engaging platform that would help increase consideration of Philips as an audio brand by 15% by 2015.
Outsmart Shout Out Saatchi & Saatchi London Toyota wanted to launch the all-new Yaris and rejuvenate the brand by talking to a younger audience.
Pleasure Hunt 2 Across the globe Lowe Brindfors, Stockholm 2011: To launch Magnum’s new brand promise “For pleasure seekers”, a trail of chocolate bonbons was placed across the internet leading people to the internet’s ultimate pleasure, The new Magnum Temptation. The concept was called Pleasure Hunt.
QR Postage Stamp Bruketa & Zinic OM Croatian Post wanted to mark its 20th anniversary with a stamp that looked to the future, making the post seem relevant and interesting to kids brought up in a digital world.
Rescue shelter - Limited Edition M&C Saatchi Many people who were looking for a new pet regarded abandoned animals in shelters as being inferior. And because Australian law stated that animal shelters are only required to keep them for 14 days, many healthy animals were put down simply because of lack of funds.
The Heist - HiFi Chain Akestam Holst Prove that Pause delivers the best home-cinema experience.
The Sound of Football Akestam Holst Pepsi was funding new ideas that had a positive impact on the community, state or nation. It was called Pepsi Refresh Project and had been very successful in the U.S.
Welcome to the smallest IKEA store in the world Ogilvy Action Dubai With city populations on the rise, living spaces were becoming increasingly limited.
Wi--Fiction JWT Melbourne Every year hundreds of writers and thousands of visitors attend the Melbourne Writers Festival.
Yellow Local Colenso BBDO In the new digital age, Yellow Pages books had begun to lose relevance. They needed to move users and Yellow advertisers onto Yellow digital platforms.
Outdoor & Events
Ariel Fashion Shoot Saatchi & Saatchi Stockholm P&G Nordic wanted to launch the new formula Ariel Actilift liquid detergent by proving its stain-fighting power.
Car creation Whybin\TBWA\Tequila Insurance is a grudge purchase which many people choose purely on price. NRMA, however, was not a cheap option, nor was it ever going to be. The company believed the quality of the cover they offered would be compromised by discounting its price.
Cut Ogilvy Sydney IBM Australia is able to offer pressurised Australian companies high-quality IT outsourcing. However, there was very little awareness of this in IT Departments, where CIO’s had been finding themselves increasingly forced to cut back on their resources.
Emicida Creators DDB Brazil Intel was a world leader in innovation. The company designed and manufactured the essential technology that was the basis for computer devices around the world.
Juan Time - Pizza Hut Thematic Campaign BBDO Guerrero/Proximity Philippines The Philippines was notorious for starting the New Year at a range of different times. Since Pizza Hut had a commitment to punctuality with the long-running "Hate Late?" campaign, this year they were determined the country should start 2012 on time.
Portraits - Corporate Sponsorship Wunderman Sydney The Art Gallery NSW, Australia’s premier art gallery since 1874, has always relied on donations and corporate sponsorships. They wanted the key decision-makers of major Australian corporations to attend the gallery to hear about corporate sponsorship and convince them to become a sponsor.
Rescue shelter - Limited Edition M&C Saatchi Many people who were looking for a new pet regarded abandoned animals in shelters as being inferior. And because Australian law stated that animal shelters are only required to keep them for 14 days, many healthy animals were put down simply because of lack of funds.
The Heist - HiFi Chain Akestam Holst Prove that Pause delivers the best home-cinema experience.
Wi--Fiction JWT Melbourne Every year hundreds of writers and thousands of visitors attend the Melbourne Writers Festival.
Yellow Local Colenso BBDO In the new digital age, Yellow Pages books had begun to lose relevance. They needed to move users and Yellow advertisers onto Yellow digital platforms.
Integrated
Diary Ogilvy Beijing Gyno Dakarin was a product that prevented vaginitis. And for over a decade, J&J had been selling it on its functional merits in China, as the subject had seldom been openly spoken about. But sensing societal changes, J&J wanted to reach their young female target on a more emotional level.
Escape The Map Abbott Mead Vickers BBDO Tasked with creating a brand-sharpening campaign to attract younger people to Mercedes-Benz, an integrated campaign was released in November 2011.
Promote the sponsorship of The Norwegian Broadcasting Boys Choir TRY/Apt DNB is the main sponsor of the Norwegian Broadcasting Boys Choir. They saw an opportunity to promote their sponsorship in an unexpected but relevant setting.
The Gnome Experiment - Precision Scales and Calibration OgilvyOne London Kern make some of the world’s most precise weighing scales. They wanted to grow their reputation and market share within the science and education sectors.
Volkswagen Hover Car Proximity China/Goodstein & Partners The People's Car Project had shifted Volkswagen from being a company that built cars for the people to a company that built cars with the people.
Yellow Toolbox RAPP Tribal NZ Yellow had introduced a new range of tailored digital solutions to help New Zealand SME's showcase their business online.
Broadcast, Press & Inserts
Car creation Whybin\TBWA\Tequila Insurance is a grudge purchase which many people choose purely on price. NRMA, however, was not a cheap option, nor was it ever going to be. The company believed the quality of the cover they offered would be compromised by discounting its price.
Everyday Settlement Speed Challenge BMF Commonwealth Bank needed to raise awareness of their industry-first technology, Everyday Settlement, which allowed business owners to receive money from credit card sales the same day, everyday.
Grazed on Greatness - Tailored suits Whybin\TBWA\Tequila M.J. Bale was a relatively new Australian men’s fashion brand. The objective was to build awareness and drive sales by targeting journalists and opinion leaders.
Yellow Local Colenso BBDO In the new digital age, Yellow Pages books had begun to lose relevance. They needed to move users and Yellow advertisers onto Yellow digital platforms.
Mobile
Car creation Whybin\TBWA\Tequila Insurance is a grudge purchase which many people choose purely on price. NRMA, however, was not a cheap option, nor was it ever going to be. The company believed the quality of the cover they offered would be compromised by discounting its price.
The 2012 Camry - It's ready. Are you? RAPP Los Angeles The problem was that Toyota wanted to talk about the ground-breaking technology of the 2012 Camry but in a medium not noted historically for being ground-breaking.
The Sound of Football Akestam Holst Pepsi was funding new ideas that had a positive impact on the community, state or nation. It was called Pepsi Refresh Project and had been very successful in the U.S.
Wi--Fiction JWT Melbourne Every year hundreds of writers and thousands of visitors attend the Melbourne Writers Festival.