1000 Bathursts

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

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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”.

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.

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?’

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.