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#SafetyForSafekeeper

Leo Burnett Beirut

Issue 59 | June 2021

Lets speak baby

Publicis Conseil and Marcel, Paris
Issue 25 | December 2012

Infant Formula brands are all very similar. The only way that brands could differentiate their expertise was to talk about their ingredients, issuing complicated and incomprehensible formula messages that left poor mums completely perplexed.
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Mosaic

OgilvyOne London
Issue 25 | December 2012

In November 2011 British Airways re-launched their frequent flyer programme, the Executive Club, with a new positioning, new product features and a new look & feel.
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NAB Stand-ins

Clemenger BBDO Melbourne
Issue 25 | December 2012

NAB (National Australia Bank) has been sponsoring the AFL for over 10 years. Throughout this time they have demonstrated their support through the many programs they have helped to foster.
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Orange Different Business

Publicis Chemistry
Issue 25 | December 2012

Orange is such a powerful consumer brand it struggles to connect with a business audience. The agency was briefed to make Orange more business-like. But they said, don’t try to be more business-like, talk to business people who are Orange-like.
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Paint the town black

Saatchi & Saatchi London
Issue 25 | December 2012

In 2009 Diageo celebrated Arthur’s Day on the last Thursday (get it?) of September to bang the drum for the 250th anniversary of Arthur Guinness’s signing of a 9,000-year lease on the Dublin brewery.
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Passionmeter

DDB Paris
Issue 25 | December 2012

McDonald’s was one of the sponsors of the UEFA European Cup in June, July 2012. They wanted to make the most of their sponsorship and get football fans to identify the brand as passionate about football too.
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Pizza Roulette

Barnes, Catmur & Friends
Issue 25 | December 2012

While Hell pizzas are popular in New Zealand, research showed that there was a lack of "product connection". In other words, Hell's pizzas needed to walk the talk. The agency's task was to bridge the gap between the brand and its products.
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The Chosen One

Barnes, Catmur & Friends
Issue 25 | December 2012

Craft beer is a hugely competitive area in New Zealand. Only the wine sector has more brands in the supermarket. The challenge was to name a product, design its packaging, launch it and nab 5% of the market in 12 months.
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The V Motion Project

Colenso BBDO
Issue 25 | December 2012

V Energy is a strong number one in the New Zealand energy drink market. Recently, the market exploded with hungry, brash brands like Mother, Monster, and Rockstar, determined to attack V.
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Book Burning Party

Leo Burnett Detroit
Issue 24 | September 2012

Due to a struggling economy, Troy, Michigan could no longer afford its library, so it scheduled a vote for a 0.7% tax increase.
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BYO cup day

Leo Burnett Melbourne
Issue 24 | September 2012

Slurpee had always been a different kind of drink. It allowed people to pour, mix and fill their cup any way they liked.
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Sneaker Skills

AMV BBDO
Issue 24 | September 2012

Foot Locker’s employees, otherwise known as ‘Stripers’, have more sneaker knowledge and expertise than any other sneaker store. They are obsessed with sneakers, their passion is beyond reason.
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Zoetrope

Archibald Ingall Stretton
Issue 24 | September 2012

EDF Energy wanted to relaunch its Thank-yous rewards programme and get their customers more interested in it.
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Diary

Ogilvy Beijing
Issue 23 | June 2012

Gyno Dakarin was a product that prevented vaginitis. And for over a decade, J&J had been selling it on its functional merits in China, as the subject had seldom been openly spoken about. But sensing societal changes, J&J wanted to reach their young female target on a more emotional level.
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Escape The Map

Abbott Mead Vickers BBDO
Issue 23 | June 2012

Tasked with creating a brand-sharpening campaign to attract younger people to Mercedes-Benz, an integrated campaign was released in November 2011.
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Promote the sponsorship of The Norwegian Broadcasting Boys Choir

TRY/Apt
Issue 23 | June 2012

DNB is the main sponsor of the Norwegian Broadcasting Boys Choir. They saw an opportunity to promote their sponsorship in an unexpected but relevant setting.
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The Gnome Experiment - Precision Scales and Calibration

OgilvyOne London
Issue 23 | June 2012

Kern make some of the world’s most precise weighing scales. They wanted to grow their reputation and market share within the science and education sectors.
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Volkswagen Hover Car

Proximity China/Goodstein & Partners
Issue 23 | June 2012

The People's Car Project had shifted Volkswagen from being a company that built cars for the people to a company that built cars with the people.
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Yellow Toolbox

RAPP Tribal NZ
Issue 23 | June 2012

Yellow had introduced a new range of tailored digital solutions to help New Zealand SME's showcase their business online.
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De Buurtfiksers

Proximity BBDO Brussels
Issue 22 | March 2012

What most companies do when they set up in a new location is have a big reception and invite as many dignitaries as possible. Ethias’s tagline, though, is “Ethias does what should be done.”
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Last Book on Earth

Ogilvy Mexico
Issue 22 | March 2012

The end of the world is a fairly regular topic in newspapers and in online reports. Nostrodamus is only one among many predicting the apocalypse is almost upon us.
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Newspapers bring Kiwis together

Special Group
Issue 22 | March 2012

Rather than just saying that newspapers bring people together, Special set out to prove it. They started with the truth that when you are in a foreign country, picking up a paper from home instantly connects you with home.
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Remangate, pull up your pant leg

Proximity Colombia
Issue 22 | March 2012

The campaign invited all Colombians to step into the shoes of the victims’ of landmine detonations. How? By rolling up a leg of their trousers.
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Skate Pinball

Colenso BBDO
Issue 22 | March 2012

Building on Mountain Dew’s affiliation with extreme sports and its philosophy of “living out your passions”, the idea was to build a skatepark like no other: a 600 square-metre, fully functioning pinball machine that enabled skaters and BMXers to become human pinballs.
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The T-Mobile Parking Ticket

Saatchi & Saatchi London
Issue 22 | March 2012

The brief to the Agency was to launch this revolutionary new product, driving immediate sales in the crucial period running up to Christmas. The challenge was going to be explaining the relatively complex YouFix offer in a way that fitted in with T-Mobile’s ‘Life’s for sharing’ campaign.
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Dortmund Concert Milk

Jung von Matt
Issue 21 | December 2011

“Did you know that cows produce more milk when they listen to classical music?”
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KLM Tile & inspire

Tribal DDB Amsterdam
Issue 21 | December 2011

Without the budgets of other European airlines, KLM had to be smart. Around the world, traditional Delft blue tiles had been famous for centuries, depicting Dutch scenes with inspirational thoughts.
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Love To Meet You

Fox P2
Issue 21 | December 2011

Research showed that confronting the target market with gory accident scenes had little impact so the agency knew they had to try a different approach, one that tapped into every male South African's deepest fear - the fear of arrest and getting to know the inmates in one of the country's notorious jails intimately.
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Nick and Sam's Ireland Roadtrip

Indicia
Issue 21 | December 2011

Two intrepid adventurers, Nick and Sam, were sent off on a 7-day adventure, touring Ireland by car. However, there was a twist: the audience decided where they went and what they did.
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Share The Joy

DDB New Zealand
Issue 21 | December 2011

They wanted to remind New Zealander what chocolate is all about – Joy.
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