Seven Fennels and Raspberries

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.

Every awards organiser has a dark secret. I know. I used to be one. It’s that 90% of the entries never stand a chance and not just because the very best will blow them out of the water – although that’s true as well.

Why is it that judging is such an odd (albeit rewarding) experience?

Khede Kasra – Leo Burnett, Beirut The Hariri Foundation One small underscore can change a word from masculine to feminine. Can that mark change a whole society?

The $100m press ad – DraftFCB Shimoni Finkelstein, Tel Aviv Gindi Holdings A simple insight and, for the client, kerching!

What’s the Greatest Song Ever? – The Jupiter Drawing Room, Cape Town Musica When a group of deaf children were given the gift of hearing, the first thing they heard were the world’s greatest songs.

Throw us a bone – Mark/M&C Saatchi, Sydney Sydney Dogs & Cats Home Rather than ask Sydneysiders to get out their wallets, Frankie asked them to get out their mobile phones and donate.

The creative vehicle is an animated double act. The Blue character represents quality. He’s what you’d expect from Zurich; mature and responsible.

A smart media idea, turning the cover of the magazine into postcards, as well as a powerful communications idea designed to stimulate creative thinking.

Every week of the year there’s a ‘Win a Car’ promotion and here’s another one – but this time with an idea and a bit of wit.

NIVEA has been behind some of the dullest advertising in Britain. Then this campaign by Draft FCB London comes along.

This installation for HELP had a very profound effect on the many who saw it and won an EFFIE.

Politics in Austria seemed to have become a game for the politicians. Kurier, Austria’s leading newspaper, decided it would invite the citizens of the entire country to play the game as well. The message was, “The Game, The Players And The Rules - Everything about the election, daily in the KURIER.