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Current Issue 24
September 2012

Mail & Door Drops
Bluemotion Label Ogilvy Cape Town Most magazines (and the ads in them) end up as landfill. Calendar 2012 BBDO India Calendars are a great way to keep track, month by month, on a baby’s progress. However, calendars are usually lost and forgotten or at most kept away in a corner. The task was to design a piece that would engage mothers and help increase their play-time with their baby. Corelle Post-A-Plate McCann Erickson Sydney The brief was to communicate Corelle's USP of being the 'unbreakable' plate. Dead Men Cooking Jung von Matt/Fleet There were 43 executions in the USA in 2011. Every year, dozens of individuals are sent to their deaths. Though 17 States have banned capital punishment, it is a largely forgotten issue. DVD Mailing Rapp London Though 20,000 child sex offences are reported each year, 95% of offences are never reported. That’s why ChildLine and the NSPCC are so important. Edible Desert Survival Guide Y&R Dubai Land Rovers can take on any obstacles in the desert; their owners can’t. How sounds are produced DDB Brazil Zeeg is a sound studio in Sao Paulo that wanted to get more work from agencies. The task was to let creative directors in Brazil know they offered expertise and creativity. Instant Direct Mail Lowe Roche, Toronto Pfaff Auto Toronto is the largest Porsche dealership in Canada. They wanted to approach their target audience personally, bringing them a level of service and attention that they’d both appreciate and expect. Let your child make friends on the bus Famous Brussels With the new school year coming up, De Lijn, Belgium’s public transport company, wanted to send out a mailing to parents of children who were about to start in Year Seven. MJ Bale: Grazed on Greatness Whybin\Tequila\TBWA Sydney M.J. Bale was a relatively new Australian men’s fashion brand. As the official tailors to the Australian cricket team, they wanted to make something of their sponsorship. Plant The Bill Saatchi & Saatchi Bucharest Enel, the largest electricity provider in Romania, wanted to convince existing clients to switch from paper bill to electronic billing. Relief Pet House Hakuhodo Tokyo In 2011, an earthquake struck Japan. The problem was that aid went first to humans but pets also had lost both owners, homes and private space. See it, hold it, smell it – do it. A touchy-feely reminder MercerBell The target market was lapsed subscribers to the newspaper. They had actively 'unsubscribed' and had not responded to a combination of four standard letters and emails attempting to win them back with price-based offers. Smokable Book Pereira and O’Dell Hip-hop star Snoop Dogg was launching his own brand of rolling papers and needed an impactful execution to differentiate his rolling paper brand from others. The Fastest Christmas Card DraftFCB Zürich BMW wanted to send a Christmas card to 5,000 of their drivers. The Real Cookbook Kolle Rebbe Gerstenberg is a small publisher of cookbooks. They wanted to differentiate themselves in a market in which 26,000 cookbooks are published each year. The Rubber Band DDB Singapore Singapore Raffles Music College (a partner of the London College of Music) offers world-class music education for people of all ages and skill levels. However, it was deemed to be 'elitist' and 'highbrow'. The Solar Annual Report 2011 Serviceplan, Munich The Austrian Solar association represents all the important solar energy providers in Austria and was seeking to reach out to opinion leaders in the political and economical field through its annual report. Bin the worst of 2011 Shackleton FCC is a Spanish company that manages municipal services provided by the city, including waste collection. Break the silence/candy bag Leo Burnett Beirut To raise awareness on sexual abuse affecting 1 out of 7 kids in Lebanon. Gray Crayon Surprise Wunderman NY Just north of New York City, the not-for-profit organization ArtsWestchester has a simple message for 100 major corporate and private donors Nissan LEAF CRM Re-launch Campaign TMW The objective of the campaign was to drive interest, test drives and sales of Nissan’s 100% electric car, the Nissan LEAF. NO ROAD CAN RESIST ORBITAL PROXIMTY Renault launched 4CONTROL, a 4-wheel steering system that provides better grip and stability on curves and sharper handling. Sonata - Rethink Luxury The Jupiter Drawing Room (Cape Town) If you asked South Africans to think about luxury car brands in their country, we’re sure they wouldn’t think about Hyundai. The Most practical mailing of the world ORBITAL PROXIMITY hat was the strategy of the campaign? Dacia, Renault’s low cost line, needed a mailing to update the e-mail and telephone numbers in its database (45,000 customers). Thief Lowe/SSP3 They seized the opportunity to sell the idea to the bank’s existent members that were not insured with the bank’s Home Insurance Policy, taking advantage of the stationery that the bank sends monthly to its clients, so that the target would initially recognize the familiarity behind the bank’s mail.
Online & Digital
A banner to call home Proximity Colombia Pintuco is the leading paint brand in Colombia. Eristoff Night Street View CP PROXMITY In Spain, young people meet up to drink in the streets before going out. They buy alcohol at supermarkets (especially vodka) and drink it in parks, squares and streets. With the recession, Eristoff Vodka, the No.3 brand in Spain, was suffering because of cheaper own-label brands. Eyeless Festival Proximity Colombia Gran Estación Shopping Center was going to hold an Eyeless Festival, an entire week in which people would eat, go to the movies and theatre, make art and even do sports but blindfolded. From Love To Bingo AlmapBBDO Copywriter Sophie Schoenburg and art director Marcus Kotlhar spent six months researching images in the Getty archives, developing a script scene by scene using actual images. Going to Like by Likes Duval Guillaume Modem AXA Bank Belgium had a new debit card for young people: the Maxi Prepaid Card. Parallel Paths Ogilvy Beijing Lotus Notes suffered from being tired, a little fuddy-duddy and not nearly as appealing or sexy as G-mail. At the same time, it actually had some great features people didn’t use because they didn’t know about them. Scrolling for pleasure Herezie Paris Passage du Désir is the biggest chain of erotic shops in France. For their fifth anniversary, they had a number of attractive price reductions for shoppers who went online. Song on air = clip online Mortierbrigade Absynthe Minded is an alternative rock band. They are pretty big in Belgium, yet small in Europe. The Original Click Almap BBDO For each successful video on YouTube, there are any number of poorly made imitations. The internet is awash with rubbish re-makes but some of these copies have had millions of views. XXX Accounting - For Accounting Lovers Brilliant Path Brightbook is a completely new way of doing your books. It's fun, free and it's easy to use. Free A Tree Leo Burnett Moscow Leo Burnett Moscow and Google, in collaboration with the World Wildlife Fund (WWF), have launched an Android application “Free-a-Tree”. Hairdressers Ogilvy & Mather Argentina Under the concept "Ideas worth spreading" this year Ogilvy & Mather Argentina developed "Hairdressers", a new action for TEDxBuenosAires, third edition. Nissan LEAF CRM Re-launch Campaign TMW The objective of the campaign was to drive interest, test drives and sales of Nissan’s 100% electric car, the Nissan LEAF.
Outdoor & Events
+ Art DDB Brasil ABRA is the Brazilian Academy of Art and is constantly looking for new partners to help demystify art and bring it to a wider community. 1 cent each for 100,000 Portuguese people TORKE Forreta in Portuguese means ‘cheapskate’ and Forretas.com promises a wide variety of consumer goods and experiences at incredibly cheap prices because it aggregates all the discounts of thousands of other discount websites. A modern fairy tale OgilvyAction Kuala Lumpur Shoes Shoes Shoes is a Malaysian independent shoe label with a niche clientele of career women. The company wanted to build a distinctive brand image for itself and drive footfall into its two small boutiques. Clothesline McCann Worldgroup India Washing machines is a crowded category in India. Product differentiation is hard to come by. However, Onida’s big difference was that being a top-loading machine it could take a larger wash. Delite-o-matic Clemenger BBDO Adelaide How far will people go for a pack of Fantastic Delites? The answer, it appeared, is that they would go to remarkable lengths to get their hands on one. Fashion Like DDB Brasil DDB Brazil’s planners had noted that when women go shopping, they like to ask their friends’ opinions about the clothes they are thinking of buying. James Ready Drinkers of Awesomeness Bottles/Beer Grams Leo Burnett Toronto James Ready Beer is always looking for ways to use its drinkers to recruit newcomers to the brand. The Unfinished Concert Jung von Matt Hamburg Dortmund Concert Hall celebrated its tenth anniversary in May 2012 at the same time of another anniversary. It was exactly 100 years ago that the Titanic went down. Bin the worst of 2011 Shackleton FCC is a Spanish company that manages municipal services provided by the city, including waste collection. The bar, your second home JWT Brazil Alcohol is the third leading cause of death in the world. The Alcoholics Anonymous decided to do something about it. Toohey’s New Crew BMF advertising Mateship: The ultimate form of friendship. It’s the strongest bond you can have with a person, calling them a mate. And in the world of Tooheys New, it’s that real & meaningful bond that the brand is here to champion across Australia.
Broadcast, Press & Inserts
Fresh Radio Horizon DraftFCB Dubai Just Falafel is a new fresh food chain, launched in the UAE and selling franchises at an exceptional rate in the region and beyond. Predicting the future is hard Wunderman London Many businesses were looking to future-proof themselves via cloud computing. Microsoft’s Private Cloud solutions were more cost-efficient and more flexible than their competitors, meaning businesses could be more prepared for whatever the future held. Rescue Radio Ogilvy Action/Memac Ogilvy In Lebanon, there are over 200,000 foreign domestic workers from countries like the Philippines, Sri Lanka and Ethiopia, there to support families back home. Donation Glasses Colenso BBDO The PEDIGREE Adoption Drive offers support to thousands of abandoned dogs across the country. While the numbers hadn’t dropped, unfortunately public interest had. Face-to-face Seller Training Aid - Global Tour CUBED Communications Face-to-face recruiters are the most successful channel of recruitment for Save The Children and account for 90% of all new supporters. PSA - Hate JWT Milano The client asked them to create a campaign to raise awareness and funds on a dramatic children disease. Toohey’s New Crew BMF advertising Mateship: The ultimate form of friendship. It’s the strongest bond you can have with a person, calling them a mate. And in the world of Tooheys New, it’s that real & meaningful bond that the brand is here to champion across Australia. Where the cold is cool Leo Burnett Moscow There are many stereotypes about Russia – bears on the streets, vodka, nuclear power plants, unfriendly people and many others, which often scare off foreigners.