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#SafetyForSafekeeper

Leo Burnett Beirut

Issue 59 | June 2021

Show Your Character

EHS 4D/BETC Euro RSCG
Issue 21 | December 2011

Insight: People love to tell stories about themselves in social channels and engage with platforms and campaigns which enable them to do so. In so doing, they then become the strongest advocates (and traffic drivers) for the campaign.
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The LolXperiment

Proximity London
Issue 21 | December 2011

As a teaser, a ‘fan message’ was sent to influential teenage vloggers and bloggers. First as a tweet. Next, a Facebook message. And finally, a beautifully handwritten letter! Inside the last was a note asking,which was most moving?
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Open Book Project

DDB Melbourne
Issue 20 | September 2011

The Open Book Project was created as an online forum for people to write and share journals about their experiences growing up. The objective was to make visitors realise they were not alone.
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Send a message to the future

Forsman & Bodenfors
Issue 20 | September 2011

The solution was to get people engaged in their own personal futures, interacting with friends and family by sending messages to them in future, messages which can’t be opened until the year 2030.
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Share your parents

Mortierbrigade
Issue 20 | September 2011

In Belgium, kids have pretty much everything they need. So they were asked to give some of the attention and stuff they get from their parents to the orphans. Including their parents.
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The Art of Shaping

BCM
Issue 20 | September 2011

Negative body image is an issue that affects all women. Triumph’s strategy was to be an ally to real women real women and to position the Shape Sensation range as a solution.
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The Big Trip

Baumann Ber Rivnay Saatchi & Saatchi Israel
Issue 20 | September 2011

It seemed only right that the brand should be ‘Always with you’, even in the most remote parts of the world which young Israeli back-backers got to. The plan was simply to take the chocolate to its consumers, wherever they happened to be.
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21st Century Legends

Partners Andrews Aldridge
Issue 19 | June 2011

‘21st Century Legends’ was a unique prospect relationship programme with a series of extraordinary films about the extraordinary cars at its heart. Featuring the people who design, craft and drive Rolls-Royce motor cars, the films bore evocative titles such as ‘The Man who became a Paint’, ‘Silence at the Racetrack’ and ‘The Ghost in the Photograph’.
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A Painter/Decorator, a Sex Symbol And 20 Seconds Of Fame

Proximity Colombia
Issue 19 | June 2011

On the assumption that like most red-blooded Colombian males, painter/decorators would be interested in women, the idea was to use a sex symbol to coax a response from the target group. But not just any old sex symbol. Natalia. Such a blonde bombshell, one men’s magazine devoted an entire issue to her alone.
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Club Matas

Wunderman A/S
Issue 19 | June 2011

The task was to launch Club Matas, linking the exhaustive knowledge of what is bought where and when with active declarations of interest from customers.
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Dream Recommendations Campaign

Agencytwofifteen
Issue 19 | June 2011

Rather than talk about insomnia or the frustration of being unable to sleep, agencytwofifteen moved the conversation a step beyond, to explore dreams – the funny and sometimes strange things that come to the surface once a person falls asleep.
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I’m an ITer - Direct

Ogilvy Beijing
Issue 19 | June 2011

The ITer was first bundled to an influential IT magazine. And it quickly gained a reputation for being a leading beacon of the industry.
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Lost my socks

Colenso BBDO
Issue 19 | June 2011

What couldn’t be changed was the fact that Fisher & Paykel had moved their manufacturing base offshore. But what could be changed were attitudes. New Zealanders could be reminded that Fisher & Paykel had a history of world-beating ideas, which were made and used in kitchens around the globe.
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Roses From The Sky

Leo Burnett Beirut
Issue 19 | June 2011

Every year, Lebanon celebrates Independence Day on November 22nd. This year, the army wanted to go beyond the usual march-past and create an event that would symbolize their commitment as guardians of the nation.
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AMAN KI ASHA – A Hope for Peace

Taproot India
Issue 18 | March 2011

Appealing to its readership and beyond them to all Indians, Times of India established Aman ki Asha (The Hope for Peace), a cross-border, people-to-people initiative that draws upon a common heritage of music, literature, food and culture shared by one great civilization before it was carved into two hostile nations on August 14th 1947.
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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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Christmas Bargains

Lowe Brindfors Stockholm
Issue 18 | March 2011

Sweden’s priciest online retail site was established, selling classic Christmas gifts at sky-high prices because, of course, every box of biscuits, every Italian salami, every CD a company bought there from Save The Children could be offset against tax. The store was advertised with what looked like classic retail advertising – except for the prices.
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Get Tested Project

Shalmor Avnon Amichay/ Y&R Interactive Tel Aviv
Issue 18 | March 2011

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.
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Red Flag - Cadbury Canada

Ogilvy Shanghai
Issue 18 | March 2011

The RED FLAG Movement is an innovative, integrated campaign to build North Face’s positioning as the pioneering outdoor brand, by bringing the outdoor lifestyle closer to a wider Chinese audience. The target audience were invited to become explorers right where they lived.
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The Bicycle Factory - Cadbury Canada

The Hive, Canada
Issue 18 | March 2011

The Agency wanted to connect with consumers by sharing their passion for wanting to have a little more joy in the world. The Bicycle Factory concept was created to involve all of Cadbury Canada’s products, from gum to chocolate to candy into one compelling program that would capture Canadians’ imagination, demonstrating the Company’s commitment to making positive change in the world.
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The Big Picture Project

Abbott Mead Vickers BBDO
Issue 18 | March 2011

Aviva tracked down customers who had stories to tell about how they had been helped and reunited them with the staff who dealt with their claims. The resulting portraits, by iconic photographer Patric Shaw, were turned into ‘big pictures’ on skyscrapers, on supersize billboards, in lightbox installations and giant banners, effectively creating the world’s biggest portrait gallery.
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Ticket to Ride

Story UK
Issue 18 | March 2011

10 years ago, Ardbeg was a distillery on its uppers but is now the fastest-growing malt whisky in its sector. The intention behind Rollercoaster was not just to celebrate the survival and success of Ardbeg but to develop the Committee and strengthen the brand for more ambitious programmes to come.
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Tree Detective - SCA Triple Velvet

Chemistry Communications, London
Issue 18 | March 2011

To support the message about replanting three trees for every one used, the agency created an ‘edu-taining’ learning experience called the ‘Triple Velvet Tree Detective’. A national roadshow and a website featured Baby MD, the spokesperson for Triple Velvet in all the TV ads.
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Beanstalk

Partners Andrews Aldridge
Issue 17 | December 2010

The agency re-wrote the famous children’s story of Jack and the Beanstalk, making it all about the birthday child. The book was personalised throughout so every child could imagine themselves climbing through the clouds to a magical world.
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Capable

Shackleton
Issue 17 | December 2010

What started out as a conventional direct marketing campaign to raise public awareness with a budget for 20-second DRTV spots, became an engrossing documentary featuring Ferran Adrià, founder and chef of El Bulli, the most prestigious restaurant in Spain; Marcos de Quinto, president of Coca Cola Iberia; and María Garaña, president of Microsoft Ibérica.
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Long Live The Resistance – The Musical

Shackleton
Issue 17 | December 2010

In partnership with the music radio station 40 Principales, the idea was to create a musical called “Viva La Resistencia”, an unbeat portrayal of the fight against cancer that both informed and instructed.
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Share House

Wunderman Sydney
Issue 17 | December 2010

Instead of targeting the larger audience, the agency opted to target the smaller student audience and try to get them to take up and spread the message.
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Shrimps & The Dip

Red Urban GmbH
Issue 17 | December 2010

McDonald’s core target audience is becoming increasingly hard to reach through conventional media channels. So the idea was to reach them through music. First a video clip was created of a band called Shrimps and The Dip singing “I want a shrimp from you”.
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The Journal – Self Help Programme

Draftfcb New Zealand
Issue 17 | December 2010

Rugby legend John Kirwan, himself a sufferer, not only appeared in the TV commercial driving visitors to the site but also their guide through the six stages of dealing with depression.
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The Megane Experiment

Issue 17 | December 2010

The Renault Mégane sells well in France, the home of joie de vivre. So a very public and controversial experiment was conducted to prove this statistical observation: towns with higher Mégane sales tend to have more joie de vivre. The Megane Experiment campaign asked, ‘Can a car change a town?’
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