Seven Fennels and Raspberries

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.

The charitable status of the Hoxton Apprentice is what really makes it stand-out from the rest – so the agency looked for a creative solution that would highlight this. They created the concept of the Guilt Free Lunch, because all the money you paid for your food would be going straight to the Charity Training For Life.

The ALS Association of Greater New York holds a benefit dinner each year in aid of 'Lou Gehrig's disease'. ALS concealed a weighted page within the programmes placed on each chair at the dinner, to draw people's attention to the ad as well as the debilitating effects of the disease.

A guerrilla action for the charity event ‘Music for Life’ involving a thirsty black boy running onto prime-time television programmes and glugging down the host’s glass of water

A national TV campaign designed to promote reading to children.

An entertaining, multi-channel direct response campaign that dramatises the idea of accident preparedness, and shows that with Nationwide you can be truly ready for the unexpected at a good price.

A 30-second radio ad with an ultrasonic frequency (at 20,000Hz) mixed under the voice-over - a sound that humans can’t hear, but dogs can.

An insert that pops up when the page is opened to draw people's attention to Millets' range of tents.

A blank double page ad enabled with an audio gizmo that talks at you when you open the page.