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Beach Guardians

Wunderman Thompson Hong Kong

Issue 58 | March 2021

The friendship machine

Issue 20 | September 2011

Cannes Direct Gold
Ambient Media
Gold also for FMCG Products & Services
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The James Ready Pop-Up Billboard Campaign

Leo Burnett Toronto
Issue 20 | September 2011

The first-ever pop-up billboard was created, which could be taken to places James Ready drinkers congregate, to offer them deals on things they need and save money for beer.
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The Lazy Ad Guy

MercerBell
Issue 20 | September 2011

The Lazy Ad Guy was created as a metaphor for all the under-performing online ads out there. He lived in a banner, thus using the medium to showcase the medium. He was a slob with no desire to interact or communicate, just like a banner if it hasn’t had the Fairfax Digital Workout.
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You too can do something extraordinary

M&C Saatchi New Zealand
Issue 20 | September 2011

The Christchurch earthquake changed the definition of ‘community’ for many young Kiwis, when the whole country responded as one to the tragedy of the stricken city. Many young people had wanted to help but had found themselves only able to stand by on the sidelines.
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5 for 5

In-house Innocent, PR: Story PR Event Management: Sledge
Issue 19 | June 2011

Innocent created their very own Pop-Up Café for a week in Shoreditch, East London with a giant lettuce wall, much greenery, reclaimed tables and original art-works bringing innocent values to life in a memorable experience.
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Canvasses

Wunderman London
Issue 19 | June 2011

What usually happens is the CEO stands on a stage and tells the workforce what the plans are. But in this instance, Brendan Tansley asked the staff to become active participants in the drive to move Wunderman ‘from good to great’.
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The Caribbean LIVE

Being
Issue 19 | June 2011

Over a weekend two holiday-makers began broadcasting live from a secret Caribbean island, their broadcasts beamed live across the world to a digital poster in West London. Passers-by were challenged to guess where they were – identify the secret location - for a chance to win a holiday to the same island.
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The Human Jukebox

Akestam Holst
Issue 19 | June 2011

Pause is a small player in the dog-eat-dog world of Hi-Fi retailing in Scandinavia with its big chains and their big media budgets. So the task was to make as much noise as possible with a story that would interest and intrigue people. The target audience, then, became the people who could help Pause reach The People – journalists and bloggers.
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The training test – Danish Defence Recruitment Branch

RelationshusetGekko
Issue 19 | June 2011

Many young people in Denmark are uncertain about their possibilities on the labour market. And they are not aware of the training possibilities that the Danish Defence offers and that it is a career option that allows them to develop and use their skills.
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The Voiceless Campaign

TBWA Hunt Lascaris Johannesburg
Issue 19 | June 2011

Late in 2010, The Zimbabwean carried reports that Mugabe’s notorious Central Intelligence Organisation had raided a small exhibition of photography in Harare. A number of photojournalists were arrested, and their hard-drives were confiscated. It became clear that anything the regime wanted to suppress, was exactly what the Zimbabwean needed to show.
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You’ll want to live here

Proximity Colombia
Issue 19 | June 2011

To prove that Parque Arboleda really did have absolutely anything and everything you might need, Sebastián Giraldo set up home there and lived in store #126 for two months. He bought his groceries there, bought everything he needed and ate in the restaurants, becoming a friend to all the mall’s many visitors.
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adiZero Gram Challenge

iris Singapore
Issue 18 | March 2011

adiZero™ Gram Challenge was an innovative way to showcase adidas’ latest lightweight running shoe, the adiZero™ Aegis.
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Anything Goes

BBH, London
Issue 18 | March 2011

‘Anything Goes’ is la Redoute’s philosophy about fashion. It was also the theme of its 2010 campaign, which had two distinct parts to it. Part One was a ‘teaser’ campaign, in which la Redoute created the National Style Police. In official-looking uniforms, the National Style Police paytrolled shopping centres across France, arresting and reporting anyone they came across displaying hideous taste or horrible fashion sense.
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Boots & Dreams

M&C Saatchi Mark Sydney
Issue 18 | March 2011

Here’s a fact. Indigenous Australians make up just 2.5% of the population but an amazing 11% of AFL professionals. So leading Indigenous players were asked to donate a pair of their playing boots to be painted by prominent Indigenous artists.
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Fashion Award

Forsman & Bodenfors
Issue 18 | March 2011

Storage is dull. Wardrobes, shelves and wire baskets live in a remote corner of people's hearts. But the stuff they put inside wardrobes, like their clothes, shoes, hats, jewellery, now that is all highly emotional. But IKEA is not really a fashion brand, is it? Well, why not?
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Fretex Surprise Catwalk

Kitchen Reklamebyra AS
Issue 18 | March 2011

A real-size catwalk was installed outside the exit of one of Oslo’s main subway stations and the unsuspecting passengers were used as models. As they emerged from the station, they were wearing the clothes today which will turn up at Fretex tomorrow.
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Grant’s Corner to Corner - Lion Nathan New Zealand

bcg2
Issue 18 | March 2011

The solution was to invent a new kind of Lawn Bowls game as a perfect way to experience the global brand positioning of ‘Try a different angle’.
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The Pacific - TVNZ

Colenso BBDO
Issue 18 | March 2011

To create relevance and excitement, Colenso BBDO brought the reality of the Pacific war to life in a most authentic and emotionally powerful way, by sourcing genuine letters written by soldiers themselves at the time. These were used in direct mail, outdoor and adshels.
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The Pacific - TVNZ

Colenso BBDO
Issue 18 | March 2011

To create relevance and excitement, Colenso BBDO brought the reality of the Pacific war to life in a most authentic and emotionally powerful way, by sourcing genuine letters written by soldiers themselves at the time. These were used in direct mail, outdoor and adshels.
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Ugly Side of Fashion

McCann Erickson Singapore
Issue 18 | March 2011

To show a fashion-crazy audience the ugly side of glamour, posters were created showing fictitious high-fashion products being sold at ‘amazing prices’ because if there’s one thing that trendy Asians love more than the latest styles, it’s a bargain.
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V Pocket Rocket - Frucor Beverages

Colenso BBDO
Issue 18 | March 2011

To launch the new energy shot from V called Pocket Rocket, the agency started placing traffic cones on various landmarks and hard-to-reach places round Auckland, culminating in the placement of a cone on the top of the 328-metre tall Sky Tower by a man with a hydrogen-powered rocket-pack on his back.
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Bronze - AIDS Mask

Grey Mumbai
Issue 17 | December 2010

Masks to protect the wearer from swine flu were distributed for free across Mumbai. Each mask came with the message, ‘126 people succumb to swine flu and you wear a mask. 25 million have died of AIDS. Do you use a condom?’
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Death Trap

Executive Creative Director: Dave King; Copywriter: Dave King, Nicci Doak; Art Director: James Bowman; Finished Art: Woody; Photographer: Leon Rose, Lindsay Keats
Issue 17 | December 2010

From previous campaigns, the NZ Fire Service knew that hard-hitting consequence-based messaging was more likely to change behaviour. They wanted to focus on the possibility of death and the proposition that “smoke alarms save lives”. On a production and media budget of 40K.
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Gold - Khede Kasra

Leo Burnett, Beirut
Issue 17 | December 2010

In both the spoken and the written word, most sentences in Arabic are constructed using a male vocative. In other words, it is assumed that the listener or reader is male. This can be changed to a female vocative simply by adding an accent line or ‘kasra’ below the words.
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Gold - The stunt that never was

DDB Auckland
Issue 17 | December 2010

The idea was not to do anything. A press release told the 40,000 crowd to look to the skies at 3pm, the same time as the previous years’ stunts. But nothing happened.
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Need for Speed?

nnY&R Johannesburg
Issue 17 | December 2010

When the speeding motorists received their fines - with photographic evidence – there in the background was Xbox's Need For Speed message, reminding them of driving games like 'Need for Speed Carbon'.
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Reality Billboard

Shalmor Avnon Amichay Y&R Tel Aviv
Issue 17 | December 2010

"Big Brother" winner versus the winner of "Survivor". All assignments and tasks during the reality game were performed using only the different interfaces of Yellow Pages: Smart-phone app, website, Facebook and a special minisite.
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See The Love

Ogilvy & Mather (Taiwan)
Issue 17 | December 2010

Invited to ‘make invisible love visible’, advertising invited pairs of people (family, married couples, lovers, friends) to take part in an experiment in which their brainwaves and heartbeats were recorded as they looked at each other.
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Silver - Volcano

Saatchi & Saatchi NZ
Issue 17 | December 2010

While mintshot.co.nz was hosting a champagne breakfast to launch the website, Auckland’s largest volcano, Rangitoto Island, erupted. At the launch, and all over the city, people dropped what they were doing to stop and stare.
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Speed Camera

Proximity BBDO Belgium
Issue 17 | December 2010

Deliberately hoping for an idea that would cause buzz and press coverage, the agency opted to bring a new perspective to the issue of speeding. They wanted to reward those Makro shoppers who drive thoughtfully and safely to the store by setting up Makro Speed Cameras.
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