Current Issue 27
June 2013

BMW M135i | The Fastest Christmas Song Draftfcb Zurich In 2011, DraftFCB Zürich created “The Fastest Christmas Card In The World”, which captured over ½ million YouTube views. I still drive, but I don’t walk Bruketa&Zinic OM The Slovenian car accident victims’ association VOZIM had been running a campaign to inform young people about the dangers of reckless driving. The Coconut Mecka In late 2012, Nexans launched a new generation of one-kilowatt cables. The Daily Abuse serviceplan Every day more then 240,000 children around the world were abused. That was enough to fill up a whole daily newspaper just with their names. The Imported Ad Clemenger Proximity Sydney The brief was to get small business owners in Australia to choose DHL Express when importing their precious goods from overseas markets The Land Rover Escape Key Y&R Dubai Land Rover wanted to promote the classic adventurous spirit of Land Rover to a new generation of prospective owners. Troy Davis – I am alive | Coalition to Abolish The Death Penalty Serviceplan/plan.net Alive e.V. was a non-profit organization committed to the universal abolition of the death penalty. Boris Dlugosch release OgilvyAction Dusseldorf/OgilvyOne Frankfurt Kontor, the world’s biggest dance-music label, wanted to promote the new Boris Dlugosch release to the advertising industry. But they were targeting the world’s most un-impressible audience: agency creative directors. These guys either pass promo CDs onto their secretaries or, more often, just bin them. Even a poppadum can demonstrate a smarter savings habit M&C Saatchi Direct and Digital Tier-2 towns are a huge untapped market for investments. A majority of the audience in this segment believes only in nationalised savings banks, even though the rate of interest is low and one's savings don't multiply. Karva Chauth M&C Saatchi Direct and Digital Religion has always played a significant role in shaping the culture of India. As Indians, we place our destiny wholly in the hands of God and therefore, the concept of insuring one's life is not given due importance. Looking back to look forward OgilvyOne Australia Impressing the Senior IT Managers of Australia’s largest companies is critical for IBM. Each year ITMs decide where billions of Cap Ex dollars are invested. Smarter Computing is IBM’s platform for talking to ITMs about the three key issues they need to plan for – Cloud Computing, Big Data and Security. Lunch Box Express TIEMPO BBDO La Cocinera is a Nestle food brand which has been active in Spain for over 50 years. On Mother’s Day, La Cocinera wanted to remind everyone that the best food in the world is the food their mothers cooked. Mudra (hand gestures) M&C Saatchi Direct and Digital High Net-Worth Individuals are always hard pressed for time, hence they rarely look at their own investments. Portfolio Management, therefore, is a solution that they truly need. Aditya Birla Money Wealth Management is one of many financial players in the market that offers expert advice and sound solutions. the motiveater mortierbrigade To win a Titanium Lion, a Grand Prix or a Gold Lion in Cannes is every creative’s wet dream. But it’s very very hard... So how to keep their people motivated, despite all these obstacles? The Parcel Memory Akestam Holst The brief was to promote the Swedish Post’s pre-franked parcels and encourage people to send more Xmas gifts in December. The SOS SMS DM9Rio Brazil is now the 6th economy in the world but homeless children are still a sad reality. On traffic lights is where they gather to ask drivers for help or money.

Be good with money Colenso BBDO/Proximity New Zealand Bank of New Zealand was one of New Zealand’s ‘big’ four banks. Beyond The Wall Colenso BBDO/Proximity New Zealand Mountain Dew had always targeted young New Zealand guys. They were the heaviest drinkers of soft drinks and with its high caffeine content, Mountain Dew was perfect for fuelling their lifestyle. Censored Tweet DM9 Rio After a ten-year absence, Amnesty International had opened up an office in Brazil. They wanted to raise awareness of their return through a campaign about the issues of “freedom of expression”. Connecting Euro plan.net/serviceplan On December 10th 2012, the European Union received the Nobel Peace Prize. The award was also tribute to the Euro because despite the financial crisis, the Euro is the symbol of the European idea. In itself it is the single most important link between all the people of Europe. Days to Live CP+B London Diesel Timeframes aimed to challenge the relationship people had with time to encourage them to live life more bravely. Driving Dogs DraftFCB New Zealand As a key sponsor, MINI wanted to help the SPCA find homes for their dogs. The problem was, too many people in New Zealand believed a rescue dog was a second-rate mutt, so finding homes for them was difficult. Farmageddon Saatchi & Saatchi Frankfurt March 22nd was World Water Day, when different NGOs around the world wanted to draw attention to the fact that providing everyone, everywhere with safe, clean water was the first step towards building a better world. Free the forced Cheil Germany The UN has estimated that around the world each year, some 60 million girls and young women under the age of 18 are forced to marry without their consent. It’s Not Your Fault Droga5 Coke Zero recognised that there are times when men do wrong. Filling out brackets instead of working, playing video games and forgetting to pick up the in-laws from the airport, putting off chores to watch basketball, the average Joe cannot help but do these things. Opel Corsa _____________ the first car named after its owner Gitam BBDO When Opel wanted to launch a new model of Opel Corsa specially designed, equipped and accessorized for the young market, they asked us to come up with a proper name for it. Pleasure Hunt – 5 Lost Kisses Lowe Brindfors In 2011 and in 2012 Magnum had supported their range of ice-creams with ‘Pleasure Hunt’ games which had been incredibly successful, attracting more than 23 million unique visitors to the Magnum website. Pudding Surprise CP+B Boulder On February 3rd 2013, The Baltimore Ravens played the San Francisco 49ers in the 67th Superbowl and won the game 34-31. Tag the weather Saatchi Stockholm The Swedish winter could last as long as five cold months. During this period, Gillette Venus had a major competitor. The weather. Buying a razor and shaving your legs is not a priority when the temperature is -11°C. The Beauty Inside Pereira & O’Dell San Francisco Intel and Toshiba were looking to improve brand perception and purchase consideration among an 18-34 year old audience. Research showed this target saw technology as a tool for allowing them to see, do and share more of what they care about. In fact, 75% of 14-29 years olds viewed computers as more of an entertainment device than their TVs. The Bullying Simulator Lowe Brindfors In Sweden, one third of all teens reported that they had been bullied online. The Coconut Mecka In late 2012, Nexans launched a new generation of one-kilowatt cables. The SOHO Galaxy Ogilvy Shanghai and Ogilvy Beijing SOHO China was one of the country’s largest real estate developers, owned and managed by Pan Shiyi and his wife Zhang Xin. Troy Davis – I am alive | Coalition to Abolish The Death Penalty Serviceplan/plan.net Alive e.V. was a non-profit organization committed to the universal abolition of the death penalty. White Paper Droga5 European men have two great loves: their wives and their football clubs. But which one do they love more? Allforbear.com BBDO Moscow A digital project focused on the problems of polar bear preservation has been launched by BBDO Moscow. The interactive online project at http://allforbear.com aims to increase public awareness of the issue and involve many users. App Nescafe Galao OgilvyOne Portugal Nescafé Galão is a ready to drink breakfast mix that gives you all the energy you need to start your day. So Nestlé wanted to create a mobile App that helped people prepare for the day ahead. Cook –a-Tweet OgilvyOne Portugal The Saúde Faca & Garfo site, Nestlé’s CRM program, has made its customized recipes available by Twitter. They needed to introduce the advantages of this new unfamiliar service to Nestlé’s regular consumers. Feel Tip Top Colenso BBDO/ Proximity New Zealand Tip Top – NZ’s No1 ice cream – decided to take a different approach to communication than ever before. At 75 years old, and driven by the need to steal share from its biggest competitor Unilever, the brand was in need of a serious refresh. Have a fling with a Crème Egg Elvis Communications As a seasonal product, Creme Eggs are only on sale January to March. The problem was, most people thought they were on sale all year and weren’t hurrying to buy until it was too late. So sales were slipping. How to Shock a Celebrity Wunderman London END7 is a new charity on a mission to eradicate 7 devastating tropical diseases by 2020 through awareness and donations toward medicial aid. Instant Satire Colenso BBDO/ Proximity New Zealand The aim of this campaign was to launch the Samsung GALAXY Note 2 in the New Zealand market. Lunch Box Express TIEMPO BBDO La Cocinera is a Nestle food brand which has been active in Spain for over 50 years. On Mother’s Day, La Cocinera wanted to remind everyone that the best food in the world is the food their mothers cooked. Musical Typeface mortierbrigade Radio station Studio Brussels broadcasts ‘The Timeless 100’ every year. It’s a list of the top 100 records in music history. As chosen by the listeners. Paranormal Alert Shout, Gothenburg Halloween was a big party night for young people in Sweden. The aim of the campaign was to make Burger King a natural part of the holiday, both before and after the night. PUMA 100 Meter Shop Droga5 The brief was to introduce Cedella Marley’s new Jamaican-inspired collection for PUMA, in time for the London Olympics. The goal was to attract a fashion-forward crowd to purchase the clothes. Slopedia Akestam Holst Audi wanted to make their efforts in the ski world come to life, make more use of the sponsored pros, connect to the skiers and show that with an Audi quattro, the world is at your feet. Song For Life mortierbrigade Music is stored in the Hippotamus, in the back of the brain, it’s the last thing to be affected by dementia and activating it makes people with dementia light up. Listening to your favorite music has a therapeutic effect. It brings back memories when everything else has been forgotten. Summer’s virtually here OgilvyOne Australia Christmas comes and goes. So do clients. In order to retain the latter, the blue group leveraged the former to say thank you. And to remind them they were on a good thing using the agency for their communications and reinforce the blue group’s new digital offering. Sydney Pulse MercerBell MasterCard Priceless Cities is a global program that delivers exclusive experiences for cardholders across dining, hotel, entertainment, sports and retail. The agency’s brief was to connect Sydneysiders with the local version of the program, Priceless Sydney, and help them rediscover their city again. The Blue Envelope Campaign LIDA LIDA’s brief was simply to break the silence that surrounds miscarriage, and get people talking about it. The Parcel Memory Akestam Holst The brief was to promote the Swedish Post’s pre-franked parcels and encourage people to send more Xmas gifts in December. The SOS SMS DM9Rio Brazil is now the 6th economy in the world but homeless children are still a sad reality. On traffic lights is where they gather to ask drivers for help or money. tweetgate mortierbrigade In January 2012 mortierbrigade launched the mortierbrigade hotel. A home away from home for international creative interns. Twignature BMF Advertising Melbourne In March 2013, the United Nations met to negotiate a global arms trade treaty, to stop weapons ending up in the hands of tyrants and child soldiers around the world. Young Lions 2013 WMcCann The Young Lions Brazil Program selected the best young advertising professionals to win an all-expenses-paid trip to Cannes. Every year, the competition got fiercer and the talents had to excel to be chosen.

Bad News Bag Eleven Brandworks Gurgaon India The number of drunken driving cases increased drastically on occasions like New Year Eve. This resulted in many accidents and a number of people losing their lives. Be good with money Colenso BBDO/Proximity New Zealand Bank of New Zealand was one of New Zealand’s ‘big’ four banks. Cornering Ecstasy Hakuhodo Kettle | Hakuhodo In 2012, Toyota launched its new back-to-basics sports car, the Toyota 86. Driving Dogs DraftFCB New Zealand As a key sponsor, MINI wanted to help the SPCA find homes for their dogs. The problem was, too many people in New Zealand believed a rescue dog was a second-rate mutt, so finding homes for them was difficult. Fakka© micro Re-charge cards JWT Cairo Fakka© means ‘small change’ in Arabic. Small change is a particular problem for consumers and retailers alike in Egypt. Free the forced Cheil Germany The UN has estimated that around the world each year, some 60 million girls and young women under the age of 18 are forced to marry without their consent. Potable Water Generator Mayo DraftfFCB, Peru The academic year for 2013 was about to begin and UTEC, The University of Engineering and Technology in Lima, wanted to get students interested in applying for an engineering degree. Pudding Surprise CP+B Boulder On February 3rd 2013, The Baltimore Ravens played the San Francisco 49ers in the 67th Superbowl and won the game 34-31. Sweden’s Largest Energy Experiment Forsman & Bodenfors Taking energy for granted meant unnecessary waste, when people used more energy than they really needed. The Hot Stamp Akestam Holst Pressbyran was a chain of stores in Sweden a bit like 7-Eleven. Traditionally in Sweden, the Christmas holidays were when people liked to enjoy saffron buns. Coffee Stain OgilvyAction Dusseldorf Delisoft are one of Europe’s leading producers of kitchen towels. With their REGINA brand they are especially keen to target business customers and retailers – such as restaurant, hotel and catering chains. Dreaming. Flying. Growing. TIEMPO BBDO In 2012, after eight years of growth, the airline Vueling decided that it was time to start a new chapter in the company’s history and position itself as one of Europe’s leading airlines. Lost in the Metro Publicis Conseil, Paris In France, Alzheimer's disease and illnesses of the brain and spinal cord affect 1 in 8 people. No regrets campaign ais London At 22, Kristin Hallenga was told she was "too young to get breast cancer". Which meant her cancer was diagnosed late and could only be treated, never cured. She set up CoppaFeel! in 2009 with the aim of ensuring all breast cancers are diagnosed early. Making treatment more effective. Recalling 1993 Droga5 In the early 90s New York was a city in turmoil. 1993 was a pivotal year that began to shape the New York we know today. The Blue Envelope Campaign LIDA LIDA’s brief was simply to break the silence that surrounds miscarriage, and get people talking about it. The Parcel Memory Akestam Holst The brief was to promote the Swedish Post’s pre-franked parcels and encourage people to send more Xmas gifts in December. The WiFi-Ad MRM Stockholm When the Swedish mobile operator 3 wanted to promote their "Pocket WiFi", a portable WiFi router, they used an unexpected media channel – WiFi.

A barrel of Maes for everyone named Maes TBWA Belgium Maes was Belgium’s No.2 selling beer but was being outsold by the market leader by 4:1. And the world stood still Partners Andrews Aldridge The Wraith was the most powerful and technologically-advanced Rolls-Royce ever. Rolls-Royce wanted a launch campaign that was equally breathtaking. An experience filled with firsts, which challenged perceptions, pushed boundaries and took them into new territory. Be good with money Colenso BBDO/Proximity New Zealand Bank of New Zealand was one of New Zealand’s ‘big’ four banks. CataCombo Sound System Akestam Holst Pause was a hi-fi and ‘custom sound systems’ store in Stockholm owned by Fredrik Helmquist. Friendship Experiment Ogilvy & Mather Shanghai China’s skyrocketing growth in recent years had led to mass migration to the big cities. As a result, people had become colder and more indifferent towards each other. Hashtag Killer DDB NY WATERisLIFE is a charity dedicated to providing ‘clean water to those in need’. The ‘Hashtag Killer’ campaign set to the ironic #FirstWorldProblems meme in which the privileged middle-classes tweeted about the hazards of everyday life. Mariachi Doritos AMVBBDO For a period of five years, Doritos had seen significant success targeting a youthful audience of 16-24 socially active snack consumers. But in order to continue growing the brand, Doritos had to engage a new consumer base of 25-44 year olds. Work for Will BBDO Atlanta AT&T wanted to launch the Nokia Lumia 920, a new Windows 8 Phone. Super Message SIC A-Tono San Carlo is a chips and snacks company that holds the biggest market share in Italy. In 2012 they didn’t have a social network presence so we suggested to enter this arena in a consistent way, that would have done good both to the company awareness and to someone in need.

Be good with money Colenso BBDO/Proximity New Zealand Bank of New Zealand was one of New Zealand’s ‘big’ four banks. Beyond The Wall Colenso BBDO/Proximity New Zealand Mountain Dew had always targeted young New Zealand guys. They were the heaviest drinkers of soft drinks and with its high caffeine content, Mountain Dew was perfect for fuelling their lifestyle. Driving Dogs DraftFCB New Zealand As a key sponsor, MINI wanted to help the SPCA find homes for their dogs. The problem was, too many people in New Zealand believed a rescue dog was a second-rate mutt, so finding homes for them was difficult. It’s Not Your Fault Droga5 Coke Zero recognised that there are times when men do wrong. Filling out brackets instead of working, playing video games and forgetting to pick up the in-laws from the airport, putting off chores to watch basketball, the average Joe cannot help but do these things. Music for Life Mortierbrigade Every year, radio station Studio Brussels organised a charity event they called ‘Music for Life’. No Bollocks 2013 Droga5 The original No Bollocks campaign for Newcastle Brown Ale unveiled a category defying brand promise: beer without the bollocks of traditional beer advertising. Opel Corsa _____________ the first car named after its owner Gitam BBDO When Opel wanted to launch a new model of Opel Corsa specially designed, equipped and accessorized for the young market, they asked us to come up with a proper name for it. Pudding Surprise CP+B Boulder On February 3rd 2013, The Baltimore Ravens played the San Francisco 49ers in the 67th Superbowl and won the game 34-31. Sweden’s Largest Energy Experiment Forsman & Bodenfors Taking energy for granted meant unnecessary waste, when people used more energy than they really needed. The SOHO Galaxy Ogilvy Shanghai and Ogilvy Beijing SOHO China was one of the country’s largest real estate developers, owned and managed by Pan Shiyi and his wife Zhang Xin. Feel Tip Top Colenso BBDO/ Proximity New Zealand Tip Top – NZ’s No1 ice cream – decided to take a different approach to communication than ever before. At 75 years old, and driven by the need to steal share from its biggest competitor Unilever, the brand was in need of a serious refresh. For Music Droga5 In this film—the first ever created for Spotify—the music service shows the world what it stands for: We are Spotify. And we are for music. Young Lions 2013 WMcCann The Young Lions Brazil Program selected the best young advertising professionals to win an all-expenses-paid trip to Cannes. Every year, the competition got fiercer and the talents had to excel to be chosen.

Free the forced Cheil Germany The UN has estimated that around the world each year, some 60 million girls and young women under the age of 18 are forced to marry without their consent. Pleasure Hunt – 5 Lost Kisses Lowe Brindfors In 2011 and in 2012 Magnum had supported their range of ice-creams with ‘Pleasure Hunt’ games which had been incredibly successful, attracting more than 23 million unique visitors to the Magnum website. Replace Your Voicemail Message McCann Brussels Samusocial wanted to raise money from text donations and had set up an app which took one Euro for every SMS sent. Sweden’s Largest Energy Experiment Forsman & Bodenfors Taking energy for granted meant unnecessary waste, when people used more energy than they really needed. The Parcel Memory Akestam Holst The brief was to promote the Swedish Post’s pre-franked parcels and encourage people to send more Xmas gifts in December. The SOS SMS DM9Rio Brazil is now the 6th economy in the world but homeless children are still a sad reality. On traffic lights is where they gather to ask drivers for help or money.