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TBWA\RAAD

Issue 60 | September 2021

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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