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Issue 58 | March 2021

HP Toyrama Campaign

Arc Worldwide Pte Ltd
Issue 4 | September 2007

An integrated campaign to drive traffic to HP’s online Toyrama Contest. The competition invites digital animators and designers to create their own stop-motion animated films, using the characters and scenarios on www.hptoyrama.com, for the chance of winning Autodesk Maya software and a trip to the DreamWorks Animation Studios in the USA.
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Idea Graveyard

Heye,121 GmbH/Tribal DDB Munich
Issue 4 | September 2007

A ‘cemetery’ mail pack and website inviting creative and art directors to give their dead ideas a proper burial and go to Getty Images for inspiration on new ideas.
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The New Fabia Integrated Launch Campaign

archibald ingall stretton
Issue 4 | September 2007

A mail and online campaign to promote the launch of the new Skoda Fabia and to tie in with the overall ‘Cake’-themed launch campaign.
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Tuk-Tuk - Taking You to Local Jobs

Elvis
Issue 4 | September 2007

To communicate JobsToday’s local expertise, this mail and online campaign uses a charming and iconic Tuk-Tuk and driver along with the end line ‘taking you to local jobs’. All the creative executions feature the Tuk-Tuk and driver in different situations taking people to local jobs.
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Unlearn Outsourcing

StrawberryFrog
Issue 4 | September 2007

A highly targeted campaign involving personalised cover wraps, newscasts and microsites driving C-level executives to a fictitious online ‘Unlearn Center’ where their misconceptions about outsourcing could be replaced by truths.
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adiRun

TBWAWhybin & TEQUILA in alliance with TBWA180
Issue 3 | June 2007

adiRun.co.nz is a world-first for adidas. It’s an online portal that acts as a motivational toolbox for mainstream runners, complementing their adidas running gear to help them achieve their personal goals. The initiative was promoted via an integrated campaign involving mail, press, radio, outdoor, ambient, POS and online.
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Hug a Geek

BMF
Issue 3 | June 2007

An integrated campaign to trial the launch of AUSTAR’s unwired broadband service. The idea is that AUSTAR’s service is so simple, it has made geeks redundant and so they are apologising to geeks and encouraging everyone to give them a hug.
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Inner M

BBDO New York
Issue 3 | June 2007

A TV and online campaign based on the notion that there is an M&M inside of everyone and that consumers can have fun embracing their ‘inner M’. The website gives provides users with hours of fun creating different M&M characters, photographing them and sending messages to friends.
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pago Campaign

TBWAWhybin
Issue 3 | June 2007

Innovative use of New Zealand $5 notes as an advertising platform for ASB’s new mobile cash transfer service. Stickers showing a pixellated ‘digital’ image of Sir Edmund Hillary were superimposed over his picture on the notes and entered into circulation. The campaign also involved an installation in which thousands of post it notes recreated a large scale picture of a NZ$5 note, as well as bus shelters that used ‘Hypertag’ technology to dispense digital cash to people’s mobile phones.
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Smoke is Poison

Ogilvy Group UK
Issue 3 | June 2007

An integrated campaign to raise awareness of the dangers of smoking, focusing on the poisons in the smoke rather than demonising the smoker. The campaign included a chemical tanker painted to look like a cigarette, cocktail menus listing the ingredients of smoke and a documentary-style TV campaign interviewing real people who work with chemicals.
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Stuff History

Publicis Dialog Worldwide, Publicis Dialog Australia
Issue 3 | June 2007

An integrated campaign built around bringing a fictitious character called ‘History’ to life, introducing him to the online community and stirring up young football fans’ passions for the Socceroos and the Nike brand. The campaign involved TV advertising, print and street posters, a website, mobile content, interactive advertising and desktop applications.
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WestiePac

AIM Proximity
Issue 3 | June 2007

An integrated campaign leveraging the New Zealand subculture of ‘Westies’ with their mullets, heavy metal and black t-shirts, to sign up students to Westpac’s Student Pack.
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Army on Everest

Publicis, Publicis Dialog Worldwide, PCI Fitch
Issue 2 | March 2007

When the British Army attempted to climb Everest the hard way, advertising, press and PR followed their progress. Email and online advertising drove traffic to www.armyoneverest.mod.uk where there were video clips and content about the expedition as well as the opportunity to find out about careers in the Army.
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Hairdressing

Partners Andrews Aldridge
Issue 2 | March 2007

An integrated campaign focusing on Harington’s expertise at colouring and styling. Eschewing the more common model shots, press and poster executions use graphical imagery to highlight the hairdresser’s perfectionism. Ambient and mail pieces in the form of a mirror humorously remind customers to make an appointment.
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On The Map

MRM Worldwide
Issue 2 | March 2007

An integrated, personalised campaign to persuade Microsoft Partners to join the Microsoft Small Business Specialist Community. Featuring direct mail, email and a microsite, the campaign was based around the idea of ‘putting your business on the map’ and used aerial mapping and postcode data to do so.
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Once Extinct

FEEL / BLAC
Issue 2 | March 2007

Part of the multi-media ‘Save the Albatross’ campaign, the direct mailer takes the form of a school satchel, containing postcards of drawings created by students at Thorpe Hall School, and a child’s textbook with information about the albatross and how supporters of the RSPB can help stop it from becoming extinct. Other elements of the integrated campaign also drew on the children’s imaginative answers when asked what they thought an albatross was.
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Platinum Human Testing Facility

BMF
Issue 2 | March 2007

An integrated multi-media campaign to launch Tooheys Extra Dry Platinum, focusing on the idea of a scientific testing clinic and inviting Tooheys Extra Dry Platinum drinkers to send in samples for DNA testing.
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Poms Will Whinge

M&C Saatchi Sydney
Issue 2 | March 2007

An integrated campaign based on the central idea of whinging Poms to encourage young Australians to apply for a placement with a British creative guru.
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R-Class Writers

Claydon Heeley
Issue 2 | March 2007

An integrated DM and microsite for the R-Class launch, based on the proposition: ‘Six perspectives on one great experience’. Six writers from diverse fields share their first impressions - each from a different seat / perspective. The mailpack includes their written words, on paper suited to their genres, while on the microsite the authors’ spoken narratives are accompanied by stylish illustrations.
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Roominess Campaign

archibald ingall stretton
Issue 2 | March 2007

Skoda’s campaign to launch the new ‘Roomster’ model in the UK started with a pre-launch microsite providing product information and an opportunity to data capture. This was followed by direct mailings, press inserts and online ads, each using different creative executions to emphasise the ‘roominess’ of the Roomster.
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Slim.Fast Re-launch

Chemistry Group
Issue 2 | March 2007

An integrated campaign based on a new range of products and the central proposition that you can ‘Slim Happy’ with Slim.Fast, in order to give Slim.Fast a major image overhaul.
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Cricket Sponsorship Activation

RMG Connect London
Issue 1 | December 2006

An integrated campaign at and around cricket grounds to promote Sky Mobile TV on Vodafone Live! 3G
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Infected Advertising

The Concept Farm
Issue 1 | December 2006

An outdoor, print, online and in-game campaign in which ads for INFECTED gradually ‘infected’ other surrounding ads. These decaying ‘fake’ ads directed the viewer to their websites, which themselves became infected before redirecting visitors to the INFECTED website.
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iShares Week

Personal
Issue 1 | December 2006

An integrated campaign aimed exclusively at professional investors. In one week, across four countries, 20 media channels (from TV to advans) and more than 500 creative executions, Barclays Global Investors demonstrated how their iShares product is changing the face of investment.
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It's Not Funny

Proximity London
Issue 1 | December 2006

An integrated campaign designed to encourage uninterested students to buy a TV licence. It involves over 30 different executions across multiple channels - from the predictable (like Mail, TV and PR) to the not so predictable (such as aerial sockets and personalised posters in student rooms). At every point of contact, an engaging creative idea based on ‘anti-humour’ consistently re-enforces the message that ‘It’s not funny watching TV without a licence’.
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Knife City

Miles Calcraft Briginshaw Duffy
Issue 1 | December 2006

A mock computer game that mixes animation with real footage to tell the viewer that carrying a knife is not a game. Through media partnerships with Kiss and Choice FM the ‘game’ was distributed on DVD by street teams, plugged on the radio and on the station websites, as well as having its own microsite and being sent as a viral.
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Lonely Finger

proximity#ttp
Issue 1 | December 2006

An underground fully integrated campaign centred around a sad, lonely finger wandering the world looking for friends.
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Tearing Up The Road

Chemistry Communications
Issue 1 | December 2006

An integrated campaign designed to make young male drivers realise the consequences of speeding. In addition to traditional media, a targeted insert, viral driving game, and experiential car device were developed to surprise and engage the target audience, and show them that it isn’t cool to drive too fast.
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Using an Old Program - Photoshop - as a New Medium

TBWA TEQUILA Johannesburg
Issue 1 | December 2006

A mailing in the form of an email and a mailed CD Rom containing a before and after Photoshop image
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Valentine's Day

TBWA TEQUILA Johannesburg
Issue 1 | December 2006

An ambient, email and mail campaign involving the placement and sending of fake Valentine’s cards.
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