Current Issue 9
December 2008

100k Experiment Fallon Minneapolis A stunt involving a box containing $100,000 in cash positioned in a park with nobody to watch over it - except 10 hidden cameras. The idea was to show that while a lot of people are attracted to $100K, TheLadders.com helps companies find the right people. Colouring Book archibald ingall stretton... In order to promote O2’s new free bill analyser service, archibald ingall stretton created a colouring book styled mailer – giving customers something to do with their now redundant highlighter pens. Colouring Book archibald ingall stretton... In order to promote O2’s new free bill analyser service, archibald ingall stretton created a colouring book styled mailer – giving customers something to do with their now redundant highlighter pens. Crayon Rapp A simple mailing for the NSPCC containing a crayon and heartfelt letter from a young woman helped by the charity. Damaged Envelope Publicis Dialog A damaged envelope containing a brand new envelope inside to highlight the fact that Zurich Office Insurance replaces all damaged and stolen goods with new ones. Distill08 Rapp Collins A personalised glass bottle of water to invite partners to Insurance company CIGNA’s 2008 conference - ‘Refined Learnings from CIGNA’ - at the Clearwater Resort in Christchurch. Eyes Envelope Elvis Communications A visual twist on the ordinary window envelope designed to make recipients think about their eyes and see Eyelevel as an optician they can develop a relationship with. Form Follows Function Wunderman Irvine To showcase the duality of the Land Rover brand, Wunderman created a branded newspaper polybag that could also serve as a pooper-scooper. Front Row Seats Rapp Collins A mailing in the style of an instantly recognisable ticket stub – reminding recipients of the top-notch sport and movies available through SKY TV. Genuine Apple Proximity Istanbul In order to exemplify the quality difference between two seemingly similar products, Proximity Istanbul sent out a package containing a real and a fake apple, and asked recipients which they prefer. Invisible Suit M&C Saatchi/Mark To raise awareness of the plight of Sydney’s homeless, high-profile journalists were sent an ‘Invisible Suit’ (the clothes of a homeless person) and invited to experience what it was like to go unseen. Menu Clemenger Proximity Melbourne A door drop spoofing a takeaway menu for a Korean restaurant but putting dog on the menu to encourage signatures for a petition against the legalisation of the dog meat trade in Korea. PSP Rivet Australia Branded PSPs loaded with Stella Artois films and artwork to help the Stella Artois sales team sell the beer to pub and bar managers. Ready To Push The Envelope? Lavender A satirical subscription mailer portraying Australia’s BRW as the magazine that goes beyond the meaningless jargon that’s so prevalent in the corporate world. Skin Cancer Calendar Y&R Germany A flip-book calendar showing a black spot - or melanoma - growing over time to highlight the benefits of early detection of skin cancer. Strength Test Wunderman A mail pack that challenges recipients to test their strength by pulling it apart at either end, in order to excite their interest in the Ford Ranger – a tough, go anywhere pick up truck – and the forthcoming Ranger Challenge activities. TED696 Project BMF Sydney An online consumer generated campaign to launch the new longneck TED696ml Tooheys Extra Dry. Street artists, designers and the target market were invited to design the brown paper bags that longneck bottles are traditionally sold in. The Model OgilvyOne Worldwide A three dimensional mailing in the form of an architect’s model using the device of a pull tab to demonstrate how easy it is to install Kalpakian’s new wooden flooring. Turn Wine Into Art Joe Public To advertise the 'Spier Liquid on Canvas Challenge', Joe Public sent out a mailer that encouraged the recipient to paint with the brand’s own wine. TV2 Around The World In 80 Days Saatchi & Saatchi NZ In order to sell media space for the upcoming TV2 Saturday night movie, 'Around the World in 80 Days', TVNZ sent head TV buyers of key media agencies a rate card that had been around the world in 80 days.

A Brief History Of The Mullet In Cricket BMF Sydney A tongue-in-cheek video clip showing the history of the mullet in cricket, to promote Commonwealth Bank’s sponsorship of the Australian One Day International cricket series and build engagement with the brand. Insults RAPP To increase online donations, the NSPCC created banner ads that put users in the place of an abused child by hurling insults at them. Isight Hijack Saatchi & Saatchi NZ A digital campaign that hijacks Mac users’ web-cams and displays their picture on FBI Recruitment's website to dramatise the brand line 'We know where you work'. The Alka-Seltzer Great American Road Trip Proximity Canada In order to position Alka Seltzer as a brand for younger people, Proximity created ‘The Alka-Seltzer Great American Road Trip’: 21 videos hosted on YouTube following two youngsters on a dodgy-tummy-filled trip of the States.

100k Experiment Fallon Minneapolis A stunt involving a box containing $100,000 in cash positioned in a park with nobody to watch over it - except 10 hidden cameras. The idea was to show that while a lot of people are attracted to $100K, TheLadders.com helps companies find the right people. TED696 Project BMF Sydney An online consumer generated campaign to launch the new longneck TED696ml Tooheys Extra Dry. Street artists, designers and the target market were invited to design the brown paper bags that longneck bottles are traditionally sold in.