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Current Issue 24
September 2012
From the pulpit
The view from Greece
Direct Mail at Cannes 2012
Cannes in 12 ideas
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.
Integrated
Book Burning Party
Leo Burnett Detroit
Due to a struggling economy, Troy, Michigan could no longer afford its library, so it scheduled a vote for a 0.7% tax increase.
BYO cup day
Leo Burnett Melbourne
Slurpee had always been a different kind of drink. It allowed people to pour, mix and fill their cup any way they liked.
Sneaker Skills
AMV BBDO
Foot Locker’s employees, otherwise known as ‘Stripers’, have more sneaker knowledge and expertise than any other sneaker store. They are obsessed with sneakers, their passion is beyond reason.
Zoetrope
Archibald Ingall Stretton
EDF Energy wanted to relaunch its Thank-yous rewards programme and get their customers more interested in it.
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.
Mobile
Fake Ad
AlmapBBDO
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.
Hormone Check
Try/Apt
Research had shown that cosmetics and body care products contain hormone-altering chemicals that could seriously harm one’s health.
Motivator
Tiempo BBDO
Faced with all the news about the financial crisis, the high number of people out of work, the increased consumption of antidepressants and so on, a team of people in the agency decided Spain needed some extra motivation.