Seven Fennels and Raspberries

Chalenge was to persuade brewers to abandon 6,000 years of tradition in brewing beer.

Jydsk Vindueskompagni had two problems. One, their windows were 100% Danish-made in a price-sensitive market with competitors whose production was based in Eastern Europe.

There were teams in 7 cities battling out in 7Up Style to be the 7Up Lemon Pattalam (army) who would win a trip to South Africa to play a game against the Chennai Super Kings in the India Premier League.

Using Fujikistanian imagery, the brochure showcased the printer’s capabilities. Each page used unique paper stock to highlight the press’s capabilities. To receive the code for their combination locks and RSVP to the event, recipients logged into a personal URL.

Aids is no longer a terminal disease. It can be cured. But early discovery can mean the difference between life and death. It is also important for people to know their status in order not to pass it on to others.

To reach the core target audience, the plan was to use 48-sheet-sized Transvision screens in parts of London where business commuters walk each day. Because they would be passing the screens in rush-hour, minds on other things, with low dwell-time, the concept had to be succinct and visually arresting to gain attention and recognition.

Most people, if they were honest, would love to be at least a little like Don. So DraftFCB challenged Kiwi guys to see how they measured up to Don. The copy does more than set up a comparison between audience and Don Draper.

Hence this series of cinematic-style TV ads starring US impressionist Josh Robert-Thompson as "MORETHAN Freeman". The thinking here was that the recognisable delivery of the message, the voice slow and thoughtful, would create a sense of trustworthiness.

To make sure all 526 oligarchs on the mailing list actually got to see and understand the message from NOMOS-BANK, the agency created customised magazines for each and every one of them.

Hand-made hammers, saws, wrenches and pliers were covered in papier-mâché dollar bills and then photographed.

The strategy was simple: tackle perceptions head-on by reversing expectations of how an organic brand should behave. Rather than being worthy and preachy, the agency created Yeo Valley’s first-ever TV commercial using rap music to make the brand fun and approachable.

Applying best-of-breed relationship marketing techniques to the process, DRTV featuring rugby star John Kirwin drove people to a website where, through web, txt and email, they could treat thmselves or be directed straight through to a doctor.

Chopsticks + miniature ski case = skiing in Japan. It was sent out by mail to dedicated skiers who had travelled previously to ‘unexpected destinations’ with Langley Travel. On the chopsticks there was the name of the new destination and a phone number where you could book the trip.

92.9FM, a big radio station in Tamworth, which is a major regional hub north of Sydney, donated 40 free airings. In these spots, while a voice-over described the plight of neglected dogs, mixed under was an ultrasonic frequency at 20,000Hz – a sound that humans can’t hear but dogs can.

The challenge was to get people to listen to a message they didn’t want to hear. The medium which seemed best suited to the task was radio, using what radio is all about: music.

TEQUILA Auckland wanted a Christmas card that would stand out from the ho ho ho hum

VW was about to become the first car manufacturer to stage a series of racing events around China with professional drivers racing Sciroccos against each other.

SC Johnson wanted holiday-makers in popular tourist resorts to be aware that there are a lot of mosquitoes in those places and OFF! Repellent is the best way to deal with them.

The Dixons.co.uk site is single-minded in its objective to provide consumers with the very latest technology at the keenest prices. To do this, it uses a compelling price guarantee to match the key competition both on and offline. Though this may have provided a strong foundation for a low price proposition, it wasn’t enough to help create memorable advertising.

To do well on the challenging courses of The European Tour, players need a more inventive and varied range of shots they can play. To bring this thought to life, the idea was to challenge top golfers to pull of near-impossible shots.

There is one scene in the 2004 movie “Downfall”, directed by Oliver Hirschbiegel, which is much parodied. The agency thought they would do one more version in which Hitler berates his lackeys for their crappy parody even if the idea is cheap, fast and easy.

The idea was to give a good script to an inexperienced director and then put it up on Youtube and seed it in blogs read by production companies and film-school students, where it could inspire other equally inexperienced young film-makers to give the competition a go.

Using music and words, a fully interactive campaign was created around ‘mash-ups’. World famous musician Paul Hartnoll from Orbital and hot digital film director Dennis Liu recorded and filmed real kids expressing themselves in just a single word or sound.

A band named SDIA was created and their first release was a song called ‘Going all the way’. This was sent it to all the radio stations, many of whom began to give it airtime. Many DJ’s began asking questions about the mystery band.

Time is valuable to everyone. So the idea was to get rid of lame ways of wasting time, such as queuing to pay bills, and replace them with awesome ways of wasting time. The World’s Biggest Most Awesome Waste of Time Competition invited people to waste time in spectacular ways.

The message appeared in the form of a flip-book in New Zealand’s most popular car magazine, NZ Performance Car. Using page numbers as an indication of speed, an illustrated car crashes into the number on page 58, followed by the message that most crashes happen between 50 - 60kph.

Four Russian celebrities/ambassadors, who in their own way have a real connection and passion with the great Amur Tigers, were asked to speak up on behalf of the endangered beasts. In the commercials and online films, they do not speak but they roar, as if they are tigers.

There was no allocated budget for ‘Ehkineh’ so the plan was to use guerrilla tactics to generate buzz and free media coverage. The idea was to interrupt six prime-time programs on six major Lebanese radio stations on the same day. Someone would burst in on the presenter and, because he had no credits left on his mobile phone, would hijack the airwaves to convey an important message to someone in the audience.

The Dixons.co.uk site is single-minded in its objective to provide consumers with the very latest technology at the keenest prices. To do this, it uses a compelling price guarantee to match the key competition both on and offline.

The most disagreeable part of editing Directory is turning away good work. Editing Issue 13 has been more disagreeable than usual.