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#SafetyForSafekeeper

Leo Burnett Beirut

Issue 59 | June 2021

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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VERB YELLOWBALL

Frankel, an Arc Worldwide Company
Issue 1 | December 2006

An integrated campaign intended to spread ‘play’ amongst tweens across America. It involves the distribution of hundreds of thousands of coded yellow balls by means of influencer mailings, school programmes, teachers’ guides, mobile tours, and a microsite where the kids can blog about what they did with their ball, mix videos, enter contests and earn iTunes for passing the ball along.
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Via Staedtler

HOST
Issue 1 | December 2006

A print, online and viral mail campaign celebrating the everyday art of handwriting and writing instruments. The URL www.takenote.com.au was subtly seeded on press ads and through the placement of unbranded, handwritten notes in public places. Through the website, users can write messages to friends and relatives, which are then handwritten and posted to the intended recipient.
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Wicked Headline!

Proximity Germany GmbH
Issue 1 | December 2006

A short implementation of a low-priced campaign involving the guerrilla placement of stickers and banners pointing to the best headlines on existing posters and homepages, carrying the challenge, ‘Could YOU do that, too?’
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