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TBWA\RAAD

Issue 60 | September 2021

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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Cost-Benefit Campaign

Africa
Issue 10 | March 2009

Africa developed the concept “Itaú, made for you”, by inserting personalized ads in 1.2 million issues of the widest-circulated magazine in the country – Veja. In addition Africa positioned the bank’s ‘best cost-benefit’ concept by developing a two-pointed pencil, where one point represented Itaú, and the other its clients, thus showing the perfect balance between the two points.
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Dance

Saatchi & Saatchi
Issue 10 | March 2009

As part of the wider ‘Life’s for Sharing’ campaign, T-Mobile planted hundreds of dancers and 10 hidden cameras at Liverpool Street Station in London. The event, choreographed by one of Britain’s leading choreographers, Ashley Wallen, left commuters stunned and surprised.
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Log Fire

Tullo Marshall Warren
Issue 10 | March 2009

Part of the innovative Matterbox mailing, a box was sent to subscribers with ten ‘objects’ from ten different brands. To reflect the season, DIAGEO wanted to include something autumnal to encourage people to drink spirits at home.
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My Greatest Feat

RAPP New Zealand
Issue 10 | March 2009

‘My Greatest Feat’ was a two-week school activity programme to advertise McDonald's commitment to combating obesity.
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No Hunger

Shackleton
Issue 10 | March 2009

Action Against Hunger launched its international campaign 'No Hunger' in order to ask Al Gore to use his powerful media profile to present a documentary aimed at raising awareness and engaging public opinion around childhood malnutrition, just as he did with climate change.
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Priority New Year's Eve

archibald ingall stretton…
Issue 10 | March 2009

Priority and the O2 blueroom are all about giving extra privileges to O2 customers. Using image-recognition technology, the agency virtually hid NYE tickets in the real world. They then encouraged customers to find one of the existing Priority ads, snap a photo of it on their mobile and send it to O2 via MMS. O2 then sent back the same image to show whether they’d won a prize hidden behind the Priority door.
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Scrap Book

Tullo Marshall Warren
Issue 10 | March 2009

Persil wanted to create a campaign to increase activity and awareness of the importance of unstructured play in a child’s development. TNW did this by inspiring and equipping mums with the tools to embrace the cause and to encourage children to get out there, have fun and play.
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The Tree House Restaurant

Aim Proximity/Colenso BBDO
Issue 10 | March 2009

In New Zealand, Yellow Pages is seen as an old fashioned book. The agency wanted to show the opposite by building a restaurant. In a tree.
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Time Management Launch Campaign

Partners Andrews Aldridge
Issue 10 | March 2009

A campaign to dramatise how much time is wasted as a result of small interruptions in the work environment. This was supported by a bespoke landing page hosting an online preview video of the new programme.
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