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#SafetyForSafekeeper

Leo Burnett Beirut

Issue 59 | June 2021

You know, we know

Proximity London
Issue 17 | December 2010

The challenge was to get students to see the laptop IS a TV and convince them they needed a licence. But not by threatening them, rather by inspiring them to get one not just because it’s the law but because they love what it pays for.
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13th Street Cuisine

Shackleton Madrid
Issue 16 | September 2010

13th Street Cuisine was a restaurant open to the public for a month in which the famous chef Darío Barrio, with input from the agency, created an ironic menu of dishes, which reflected the channel's themes.
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EOS Photo5

Leo Burnett Sydney
Issue 16 | September 2010

The initiative began with an invitation to amateur photographers in Australia who used the Canon EOS to claim their own PHOTO5 box. Opening up the brown cardboard box mailed to them, photographers found five objects.
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Recode - Decode

[email protected]/Y&R
Issue 16 | September 2010

World-famous digital artist Karsten Schmidt created an interactive art application which people could use to create their own unique digital masterpiece. The best Recodes were used in the advertising.
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Support Scent

nn
Issue 16 | September 2010

Support Scent was a fragrance created with the help of KIT Cosmetics, who donated their expertise to formulate, package and bring it to market, selling for $5 a time through MYER, Australia’s largest department store chain, other cosmetics stores and online. All proceeds go to Guide Dogs Australia.
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Do you have what it takes?

DDB Stockholm
Issue 15 | June 2010

Earlier campaigns had shown that the core target audience can’t resist a challenge so the idea was to test their ability to work in groups, because that’s how they would have to work in the armed forces, as part of a team.
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Help the Oversharers

Wunderman London
Issue 15 | June 2010

The campaign was launched on Facebook, the epicentre of oversharing, with some unique Facebook functionality. People who downloaded the Pringles plugin, when they saw a friend’s silly status, just needed to click the Overshare button. This generated a customisable message that directed the friend to the ‘Help the Oversharers’ website (www.helptheoversharers.com) to play around with more cool content.
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Love in Action

OgilvyOne Worldwide, Athens
Issue 15 | June 2010

The campaign launched with a series of TV spots inviting people to submit their personal love stories to the Lacta website. The hope was that around 100 people might share their stories but in the end some 1,307 love stories were uploaded.
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Roar for the Tiger

Ogilvy Russia
Issue 15 | June 2010

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.
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Valentine “Make A Move”

Leo Burnett, Beirut
Issue 15 | June 2010

Two months before St. Valentine’s Day, an anonymous blog was posted at ivysays.com. Tweeting and blogging about single life in Beirut, Ivy became the local Carrie Bradshaw and quickly gathered an enthusiastic following amongst young single women.
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Yellow Chocolate

AIM Proximity, Auckland
Issue 15 | June 2010

Regular New Zealander Josh was invited to create and launch a chocolate bar to New Zealand that tasted of yellow using only businesses he could find in Yellow to help him. TV spots highlighted his progress, pointing consumers to his website to watch webisodes, chat, make suggestions, and learn about the businesses that were supporting him. They could also join his fan page on Facebook and sign up for tweets.
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How Don Are you?

DraftFCB New Zealand
Issue 14 | March 2010

In the series, Don Draper smokes, drinks and shags like there’s no tomorrow. The insight was that, if they were honest, most guys would like to be more than a little like Don.
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Josh’s Band

Saatchi & Saatchi, London
Issue 14 | March 2010

The agency started by interviewing the general public on the streets of Manchester and London about what they would do with free texts and internet for life. While filming these vox-pops on Brick Lane in London, a young man called Josh said he’d use his free texts and free internet to start a superband.
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One Shot for Glory

Clemenger BBDO
Issue 14 | March 2010

The proposition was, ‘Come to the match and join us in the biggest team photograph ever taken’. It was, literally, one shot for glory.
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Operation Free Petrol

Proximity BBDO Belgium
Issue 14 | March 2010

Consumers feel the credit crunch most at the petrol station, where they are often shocked by the rising cost of fuel.
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Start Thinking Soldier

Publicis/Publicis Modem London
Issue 14 | March 2010

To influence those who were not already interested in the Army required a completely new communications model. Somehow the idea had to buy the time to build a relationship with these more distant prospects.
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Whale Song

M&C Saatchi/Mark, Sydney
Issue 13 | December 2009

Whale Song – Mark/M&C Saatchi, Syndey Optus Australians were invited to compose their very own whale music
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A Home Built on Books - Atom

Atom
Issue 12 | September 2009

The director of a charity wanted as many books as possible but he had no idea how he might get them. Then he bumped into a creative person, who did have an idea.
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Baby Made On Board - Proximity BBDO, Brussels

Proximity BBDO Brussels
Issue 12 | September 2009

The results of this campaign are impressive and include 72 babies born nine months after it ran.
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Foosball 09 Competition - BMF Sydney

BMF Sydney
Issue 12 | September 2009

To get creatives to enter the competition, the idea was to tell them that in these tough times they were playing for their jobs.
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gettingUthru - Rapp New Zealand

Rapp New Zealand
Issue 12 | September 2009

Most banks bribe students to become customers. ANZ offered them practical help and, online, the opportunity to help each other.
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Take the Wheel - Whybin\TBWA\Tequila

Whybin-TWA-Tequila
Issue 12 | September 2009

The new Nissan 370Z is a wonderful toy for a certain kind of boy. The agency knew exactly who they were talking to and how he could be engaged.
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Dig out your soul

BBH New York
Issue 11 | June 2009

Most album launches, the music starts in a studio and ends up on the streets. If the songs are good, street performers adopt and adapt them. BBH New York reversed this process, launching Oasis’ new album, ‘Dig Out Your Soul’, on the streets before the album was released.
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Fold

AIM Proximity Auckland, New Zealand
Issue 11 | June 2009

Aim Proximity New Zealand managed to convey Vodafone New Zealand's technical superiority in a really simple way. As a result, over 35% of the competition's customers are considering switching.
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Teach India

JWT Mumbai
Issue 11 | June 2009

The Times of India is building a platform for itself around a ‘let’s do it’ sort of attitude. They wanted to channel the emotional energy of millions of citizens into real platforms. On July 6th, they replaced the editorial of the front page with a message about The Class of 2008. 28 direct response ads, 10 outdoor executions and 3 commercials pushed people to a website where they could register, pledging to give up just two hours a week to teach.
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The village where nothing ever happens

Shackleton, Madrid
Issue 11 | June 2009

Shackleton and the Pay TV consortium in Spain show what can happen when the trust level is high between client and agency.
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You are Chancellor

Issue 11 | June 2009

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.
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Battle in a Bag

Proximity Canada
Issue 10 | March 2009

To engage a young target market as well as underscore the product innovation of two flavours in one bag, the agency drew consumers into a battle between the two using interactive, digital out-of-home projections that allowed passers-by to call the shots using their mobile phones.
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BizThinkTank

M&C Saatchi/Mark
Issue 10 | March 2009

To help Optus cut through in the small-to-medium business (SMB) market, the agency developed a truly integrated relationship building and lead generation campaign. The core of the campaign was a content-rich small business website, containing a reality TV show called 'Yes Coach'. They drove traffic to the site using press, radio, banners, eDMs and advertorials.
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Compass

Partners Andrews Aldridge
Issue 10 | March 2009

An orienteering compass to encourage walking enthusiasts to visit Wales in autumn. The recipients were directed to one of three web pages, each detailing a particular walk and compass bearings, based on the recipient's proximity to the start.
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