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Current Issue 26
March 2013

Mail & Door Drops
A childish letter Milk Reklambyra Sweden The Foundation for Queen Silvia Children’s Hospital raised funds to pay for American Red Cross BBDO New York Most people did not know that the American Red Cross and its army of volunteers were quietly doing much more than just disaster relief Fitness Moschtihuus Agentur am Flughafen For the opening of a new fitness center in Moschtihuus in Horn, the aim was to get a lot of recognition as quickly as possible and to motivate people to take out a subscription. How to get clients around the table Famous,Brussels Fingerprint is a print production company, which works with advertisers of all sizes. Pantone Queen Leo Burnett London Pantone is the definitive industry guide to colour, and has recently made small collectable products such as mugs, bags and kitchenware. Season’s Greetings Shackleton, Madrid FCC is a Spanish company that manages municipal services, including waste collection. Ski-wear and ski-service Agentur am Flughafen AG After a brief snowy interval at the end of October, Switzerland continued to enjoy pleasantly mild temperatures. Sadly there was no snow in sight, which, if you were in the winter sports business, was not exactly good for trade. The Red Wing of Croome Court LIDA After decades of neglect at the hands of a private owner, the National Trust needed to raise £350,000 to begin to save a historically and architecturally significant Grade I listed building from the brink of collapse Christmas Gift RAPP Tribal NZ Every year, every agency faces the same problem. What to do for the agency Christmas gift? Home Improvement Kit Rapp London Research shows that people think it’s a hassle to switch their entertainment provider. Invoice without invoice Y&R Prague Most customers still use paper invoices. Even though it is expensive, non-ecologic and it's not even necessary because of accounting. In all these respects electronic invoices are better because they save our time, money and the nature. The Big Fat Christmas Infographic Mason Zimbler Every December, Planet Agency plays host to an end-of-year Battle Royale. The Gift That Keeps On Giving Ogilvy Melbourne Every year, people in corporate jobs are inundated with generic, mass-produced Christmas gifts that they don’t want and can’t use. Seriously, when was the last time someone needed a branded letter opener or paperweight?
Online & Digital
6 things you can miss while reading the newspaper Duval Guillaume Modem In this digital era, advertisers are less and less inclined to use newspapers even though research shows that newspaper advertising is still an effective way of reaching people. AT&T Brackets by Six Year Olds BBDO “Brackets” is a cultural sports phenomenon in the United States. People try to predict an entire sports tournament, game by game; in this case, the college basketball playoffs. Catroulette Famous, Brussels Cats multiply easily. In 16 months, one cat can produce 36 kittens. Due to a lack of a sterilisation policy, the cat population in Belgium is booming. Faktum Hotels Forsman & Bodenfors Faktum is like the UK’s Big Issue, a street newspaper sold by homeless people in Gothenburg to raise money so they can help themselves get off the streets. The city has about 3,400 homeless people. Most of them find a roof over their heads at a refuge or staying with a friend but many have to sleep out. Gif Me More Party Buzzman MTV wanted to support the MTV Mobile brand across Europe, showcasing its music credentials. Pain Squad Cundari Every year at Toronto’s Hospital for Sick Children, (or SickKids), hundreds of children are treated for cancer. These young patients have to endure great pain. In order to help them manage it better, the hospital needed their patients to keep daily records of how they felt. Polowers by Volkswagen DDB Spain The Volkswagen Polo was a car most young people desired but it rarely popped up in their conversations in social media. The ambition was to try to get the brand to be the number one topic of conversation on Twitter for a day. Secret Fishing Spots DDB Group New Zealand / Rapp Tribal Hutchwilco were New Zealand’s oldest manufacturer of life jackets. The only problem was that their customers kept dying. Sky of memories thjnk Hamburg Lotsenhaus was a meeting place at Hamburg Leuchtfeuer hospice, where people could find the space and the time to make their last goodbyes and start to try to come to terms with their grief. The Big Wave Goodbye FHV BBDO Amsterdam Airport Schiphol was the biggest Airport in the Netherlands. However, the rise of other airports and lowcost carriers meant passengers could choose to fly from other locations. Passengers needed to be encouraged to develop an emotional preference for Schiphol. The Social Home Tour Artplan Carvalho Hosken, one of the biggest construction companies in Brazil, wanted to launch its new high-value apartments on the concept of apartments “tailor-made.” Tweet-a-Meet Grey Group Singapore Qatar Airways was one of the world’s fastest growing airlines. It wanted to exploit social media to underline the thought that what it did was to bring people together. VisYOUalizer BBDO New York Denon was competing in a crowded market dominated by Monster Beats by Dr. Dre, who outspent them dramatically. YouTube test-drive Grey Digital India In a market with rising petrol prices, the task was to launch the new Jetta TSI, demonstrating its prowess on the roads and driving potential buyers into the showrooms. Be a Great Creator Rebel Ask any gadget junky about tablets and they'll tell you the same thing: they're great for consuming content. Bold Red House Communications Chatham University's brand line is "Big Thinking For A Big World," This campaign set out to demonstrate real life examples of that big thinking - come to life. Christmas 2012 WMcCann For most large city dwellers, Christmas has been losing its magic. They needed to create a campaign that would rescue the special date’s essence and magic. A date that values togetherness, caring and love for others. Groundhog Dates MercerBell Online dating has become the norm. Unlike the competition, RSVP gives online daters more control by offering different ways to date depending on the experience they want – via search, matching and compatibility reports. Made to thrill Drive Dentsu Dubai The Japanese have a saying ‘Waku-Doki’ – to increase ones heartbeat. It is this sentiment that Toyota is applying to every stage of the design and engineering process of their vehicles now and in the future. The all new Toyota 86 is the first vehicle by Toyota to benefit from this approach. The Big Fat Christmas Infographic Mason Zimbler Every December, Planet Agency plays host to an end-of-year Battle Royale. The Most Colossal Casserole Proximity Canada Campbell’s wanted to drive awareness and increase traffic to their recipe website, Campbell’s Kitchen. Unlock Beirut JWT Beirut In Lebanon, locals are faced with heavy traffic, parking problems and confusing street names, making landmarks the only navigational queues around the city.
Outdoor & Events
6 things you can miss while reading the newspaper Duval Guillaume Modem In this digital era, advertisers are less and less inclined to use newspapers even though research shows that newspaper advertising is still an effective way of reaching people. Birdhouses 10 advertising The climate. The beginning of the winter was really too hot. With temperatures of around 12°, birds thought it was spring already. But then winter did show up and really hit the country at a time when the construction industry was gearing itself up for Batibouw, the biggest trade fair in Belgium by far for the building industry. Books of Love and Life Wunderman London 1.2 million children a year are victims of child trafficking. The Wise Child Trust is a charity dedicated to helping these vulnerable children. But, being a new charity, it is both unknown and under-funded. With a budget of just £2,000, the solution could not be a piece of conventional direct marketing. Domestos - The Public Toilet Lean Mean Fighting Machine The global sanitation crisis affected a staggering 2.7 billion people. With no access to clean, private toilets, many were being forced to go in dangerous and unsanitary public places. Gillette Podium BBDO New York Gillette had created a special Limited Edition Olympic razor. The problem with promoting it was that every brand in the universe wanted to be noticed during the Olympics and getting attention in-store was even harder. Only the most compelling communication was going to break through the clutter and get noticed. Lab Mice Clemenger BBDO Adelaide Fantastic Delites is an Australian brand of rice-based snacks. LG Face to Facebook Y&R NZ Y&R NZ was tasked to use Facebook to increase consumer engagement with LG, demonstrate the product range and bring to life the brand mantra: the ‘human face’ of technology. My People’s Choice Buzzman The market for eye-wear in France was complicated by the rise of pure-play online opticians The Social Home Tour Artplan Carvalho Hosken, one of the biggest construction companies in Brazil, wanted to launch its new high-value apartments on the concept of apartments “tailor-made.” Unlock the 007 in you. You have 70 seconds! Duval Guillaume Modem To announce the next stage in its partnership with SKYFALL, Coca Cola Zero challenged a number of people to unlock their inner 007 and get a chance to win exclusive tickets to the latest Bond movie. Made to thrill Drive Dentsu Dubai The Japanese have a saying ‘Waku-Doki’ – to increase ones heartbeat. It is this sentiment that Toyota is applying to every stage of the design and engineering process of their vehicles now and in the future. The all new Toyota 86 is the first vehicle by Toyota to benefit from this approach. Mister Imagine's Toy Store Energy BBDO / Xi Chicago When Chicago Children’s Museum first approached Energy BBDO/Xi in 2012, they had good news and bad news. Red Bull Drive-Thru Loducca In Brazil, the consumption of energy drinks is related to entertainment at bars and night clubs. But the consumption during the day is increasing every year. So, how can Red Bull show the benefits of its product in the right place at the right time?
Integrated
Daybreak BBDO New York AT&T was responsible for some of the advanced technologies that were making people’s lives better. But people still thought of them as just a phone company. AT&T wanted them to change that. Demand Equal Pay DDB Group New Zealand / Rapp Tribal On average, women in New Zealand are paid 10% less for doing the same job as men Recipeace - Peace Day - White Pencil Competition Leo Burnett Chicago Peace One Day had created International Peace Day, a day devoted to strengthening the ideals of peace within and among all nations and peoples. However, since its inception in 2001, the day had not gained momentum or captivated an audience. Subsidio Ogilvy Design, Lisbon In Portugal, nearly all public and private sector employees receive an extra month’s salary in the summer and Christmas holidays. This is called subsídio. One of the first measures the government took when the economic crisis began to bite was to do away with these extra payments. We Are David Bailey Cheil UK When Samsung launched its range of NX Smart cameras, the market for compact system cameras was dominated by Pentax, Nikon and Panasonic. 6.05 Experiential Space JWT Beirut In a recessive market, where growth was mainly driven by a naturally demanding and easily bored youth, depechemode wanted to make sure they came up with a fresh and engaging concept that would constantly renew itself. In my new world JWT Beirut MTC Touch is the leading mobile operator in Lebanon with over 2 million subscribers. So, when they wanted to rebrand themselves from MTC Touch to Touch, we turned to our subscribers to create the campaign.
Broadcast, Press & Inserts
Christmas Gift Chore Guide McCann Sydney Christmas was approaching, and the price of an Xbox360 was dropping. So the primary objective of the door drop catalogue was to announce the new low price, just $199! Microsoft Australia also wanted to emphasise that the Xbox360, equipped with Xbox Live, was something that the whole family could benefit from. Days of Hope Saatchi & Saatchi Berlin, Romania, Russia and Serbia Originating from Saatchi & Saatchi Berlin, the Saatchi & Saatchi network collaborated to make this campaign happen across several countries in Europe, partnering with the relevant charity for the homeless in each and involving local TV stations. Student Code Developer JWT Dubai Nokia wanted to recruit the region’s brightest tech graduates by encouraging them to register for an app development competition. Christmas 2012 WMcCann For most large city dwellers, Christmas has been losing its magic. They needed to create a campaign that would rescue the special date’s essence and magic. A date that values togetherness, caring and love for others. Groundhog Dates MercerBell Online dating has become the norm. Unlike the competition, RSVP gives online daters more control by offering different ways to date depending on the experience they want – via search, matching and compatibility reports. HP Z1 Workstation: The Buildism Movement GOODSTUPH Private Limited With consumers’ workspaces shrinking, the HP Z1 Workstation was born to deliver performance without compromise to space. Made to thrill Drive Dentsu Dubai The Japanese have a saying ‘Waku-Doki’ – to increase ones heartbeat. It is this sentiment that Toyota is applying to every stage of the design and engineering process of their vehicles now and in the future. The all new Toyota 86 is the first vehicle by Toyota to benefit from this approach. Pet Project Rapp London Virgin Media is one of the biggest and best entertainment providers around. Because of this, they’re constantly looking at ways of improving their customer experience. Stina – wine for inspiration Bruketa&Zinic Stina is a brand of wine from the island of Brac (Dalmatia, Croatia). Croatia has a variety of wines whether from the continental part or Dalmatian and Istrian regions, but Brac is not that well known for wine even though it has excellent conditions for growing it.