O SlideShare utiliza cookies para otimizar a funcionalidade e o desempenho do site, assim como para apresentar publicidade mais relevante aos nossos usuários. Se você continuar a navegar o site, você aceita o uso de cookies. Leia nosso Contrato do Usuário e nossa Política de Privacidade.
O SlideShare utiliza cookies para otimizar a funcionalidade e o desempenho do site, assim como para apresentar publicidade mais relevante aos nossos usuários. Se você continuar a utilizar o site, você aceita o uso de cookies. Leia nossa Política de Privacidade e nosso Contrato do Usuário para obter mais detalhes.
BudgetAir.nl “T-shirts”Dutch broker BudgetAir.nl sells the cheapest plane tickets, guaranteed. So they sent several promotor-travellers to the international airport of Amsterdam, wearing these provocative T-shirts. The objective: evoking jealousy among all other travellers. Even the passengers on the plane were informed. All flight long.Agency: New Message Amsterdam, The Netherlands.
Karma T-Shirt: Your ad hereYour ad here, Your picture here, Your signature hereKarma is clothing and home accessories store which also offers customize t-shirt where customers can put whatever they want on the t-shirt. We use their T Shirt as the media.Advertising Agency: Dentsu Indonesia, Jakarta, IndonesiaCreative Director: Widi HartonoArt Directors: GaluhKesumanjati, Rama RizkyCopywriter: Widi Hartono, TB PerdanaPublished: December 2009
Faber Castell “Biker”They developed a low budget proposal for Faber Castell, to position their highlighters in their present targets: Mainly young college students. For this they detected one moment, night time and one necesitty: to stand out and not cause an accident. What did they do? Make bicycle riders stand out just like a word in a book. How? They gave out vest with high visibility at night, to ride through the bicycle paths of the city. These vest had the classic colors that are related to highlighters and were appropriate to represent the Faber Castell trademark.Advertising Agency: Unitas/RNL, Santiago, ChileExecutive Creative Director: PanchoGonzálezCreative Director: Armando Macchi ()Art Directors: William Araya, Koop GonzálezCopywriters: Javier Espinoza, Jaime González
CentraalBeheer: Just call us live accidents, 5Advertising Agency: DDB Amsterdam, The NetherlandsArt Directors: Robert van derLans, Dennis BaarsCopywriters: Ruben Sonneveld, Erik FalkeIllustrator: JorisBlomjousPhotographer: Mark GroenPublished: December 2009
CentraalBeheer: Just call us live accidents, 4Advertising Agency: DDB Amsterdam, The NetherlandsArt Directors: Robert van derLans, Dennis BaarsCopywriters: Ruben Sonneveld, Erik FalkeIllustrator: JorisBlomjousPhotographer: Mark GroenPublished: December 2009
CentraalBeheer: Just call us live accidents, 3Advertising Agency: DDB Amsterdam, The NetherlandsArt Directors: Robert van derLans, Dennis BaarsCopywriters: Ruben Sonneveld, Erik FalkeIllustrator: JorisBlomjousPhotographer: Mark GroenPublished: December 2009
CentraalBeheer: Just call us live accidents,2Advertising Agency: DDB Amsterdam, The NetherlandsArt Directors: Robert van derLans, Dennis BaarsCopywriters: Ruben Sonneveld, Erik FalkeIllustrator: JorisBlomjousPhotographer: Mark GroenPublished: December 2009
CentraalBeheer: Just call us live accidents,1For our new &quot;Just call us&quot; campaign, we brought the slogan to the people. We built several LIVE accidents and placed these all around the country. Anyone could step into these accidents. And that generated thousands of unique photographs. At the &quot;Just call us&quot; LIVE website, people could download their own photo and vote for their favorite photos. The 80 photos that got the most votes were eventually used as outdoor posters. In this way, the Dutch people themselves determined what the new &quot;Just call us&quot; campaign looked like.Advertising Agency: DDB Amsterdam, The NetherlandsArt Directors: Robert van derLans, Dennis BaarsCopywriters: Ruben Sonneveld, Erik FalkeIllustrator: JorisBlomjousPhotographer: Mark GroenPublished: December 2009
Suzuki gas stationWith all-time high fuel prices and an emerging financial crisis, Suzuki wanted to emphasise how efficient some of its vehicles were. The communication objective was to get people to understand how much money they could save on fuel if they replaced their old car with a more fuel-efficient Suzuki and position Suzuki as the major brand in the segment for smaller, more cost-efficient cars, thus increasing sales of 3 particular models.To demonstrate how cheap it is to drive one of these 3 Suzuki models, the brand transformed a regular fuel station into a branded Suzuki gas station, where fuel was sold at a 30% discount, which is how much longer these Suzuki models drive per litre compared to the average car in Denmark.During that one day of the event, more than 2.000 paying customers bought 14,925 litres of fuel and they experienced personally how much money they could save driving a fuel-efficient Suzuki. The event gained broad media coverage online, from the tv-stations, on radio and in national newspapers. One month later, sales for the 3 models had increased by 12.5%, despite the over all car market in Denmark being in decline. Market share for Suzuki increased by 27% between August and the end of September 2008.BRANDSuzukiBRAND OWNERSuzukiCATEGORYAutomotiveREGIONDenmarkDATEJul 2009MEDIA AGENCYRobert/Boisen & Like-mindedMEDIA CHANNEL
ChicagoNow.com: Arresting Tales blogTo create awareness of the ChicagoNow.com blog “Arresting Tales” (http://www.chicagonow.com/blogs/arresting-tales/) which is written by an actual Chicago police officer, zig dressed up 10 shackled “prisoners” in orange jumpsuits that read “Check out Arresting Tales at ChicagoNow.com.” Accompanied by a “cop,” they wandered up and down Chicago’s tony Michigan Avenue, to the delight (and sometimes concern) of passersby. Ironically, the “prisoners” were stopped by a real police officer, who, after ascertaining that they did not need a permit, informed them they were free to carry on. Curious onlookers inquired about the so-called delinquents roaming the city throughout the day, snapping photos and building buzz for Chicago’s largest blog network.Advertising Agency: Zig, Chicago, USACreative Director: Stephen LepsArt Director: JanayBlazejewskiCopywriter: Natalie TaylorStrategist: Ryan WilsonTeam Leader: CarlieNaftolin
Foot Locker: Grandpa Flyers.Promotion for Foot Locker in Paris. They choosed seniors as promoters to communicate, that Foot Locker shoes are for a life long.
Rav-Bariach: Your door is your faceIsraels leading door manufacturer Rav-Bariach came out with a campaign to launch their new line of designers doors. By identifying the front door of a house as the very face of the home, the aim was to create a status symbol out of the common front door. The medium selected for this campaign was the front door, the very place where the consumer comes into contact with the product on a daily basis. In the late hours of the night, tens of thousands of hangers were distributed and hung on the doors of households across Israel. Through the use of humour and a targeted touch point, they managed to reach their consumer at the very place where there message really hit home. The campaign transformed the new line of designer doors into an overnight success. Awareness and fondness of the product, as well as the number of calls and orders via the call centre, all rose significantly.Advertising Agency: BBR Saatchi & Saatchi, Tel Aviv, IsraelChief creative officer: Yoram LeviCreative Director: Tal PerelmuterArt Director: IdanGilboa, Uri DaganCopywriters: Yoad MickStudio: LimorTzellAccount director: Idit ZuckermanAccount supervisor: NirFederbushAccount executives: ShaniShaul, Yael SulzbacherPublished: January 2010
Keskin: Calendar“Keskin rims all the year round.”To strengthen their reputation within their customers, international rim producer “Keskin Tuning” targeted their most important trade partners to bring attention to their product highlights in 2010. Therefore, they created a calendar for all Keskin-dealers, wich was integrated in an original car tyre. Month to month the calendar sheets show a stylish new Keskin rim. In doing so changing the calendar sheet became changing the rimsAdvertising Agency: Saatchi&SaatchiX, Frankfurt, GermanyCreative Director: Mark KaratasArt Directors: Rod Henriques, Elena Sautner, Manuela SchwarzPhotographers: Georg Dörr, Martin JoppichAccount: Marc BrücherPublished: October/November 2009
resto van harteResto Van Harte sets up eating-houses where people from the same area can meet each other while enjoying a healthy and cheap 3-course menu. To continue this they depend on financial support of contributors. Loneliness is a problem for more than 300.000 Dutch who have no friends or family. RestoVanHarte wants to get those people out of their solitude and brings them together. To let the contributors experience what the effect is of social solitude, Lowe?Draft a confronting DM-package.Agency: Lowe/DraftFCB, Amsterdam
Carlsberg Shumensko Beer: Crate bagThrough a small investment of paper bags distributed in stores pedestrians were turned into free outdoor advertisements for Shumensko Beer.Advertising School: Miami Ad School, EuropeArt Director: George KasabovVia: newcreatives
Kong: Shoe BagKong is a chain of street/skate wear shops specializing in limited & collectable trainers. The handle of the bags makes the lace of the trainer.Advertising Agency: Rave Communications, Birmingham, UKCreative Director: Jamie BuckinghamIllustrator: Terry DeanPublished: September 2010
Saatchi & Saatchi: Green Santa Christmas cardAdvertising Agency: Saatchi & Saatchi, Ljubljana, SloveniaCreative Director: MatejKodricArt Director: MatijaKocbekCopywriters: MatejKodric, Tine AcimovicAdditional credits: MatjazSkufcaPublished: December 2009
Wüsthof Fillet Knife: FishbookBrief: To create promotional material and awareness for the Wüsthof fish fillet knife.Idea / Implementation: We designed a recipe journal and placed it around the “cooking/food” sections in selected bookstores as well as sending out to potential customers as a promotion. The book has a removable jacket designed to look like the scales of a fish. By sliding this outer jacket, the user can see a raw meat emerging from underneath the cover, a perfect illustration of a Wüsthof fillet knife gently removing a fillet from a fish.Results: We sent these journals to potential customers and also made it available in selected bookstores. Although it was designed for promotional purposes, it had added value as a niche retail find. The unique design created a buzz for bookstore shoppers who requested pricing information to purchase the journal. It created significant traffic to the website and word-of-mouth added PR value.Advertising Agency: ÇÖZÜM, Istanbul, TurkeyCreative Director/Copywriter: GokhanYucelArt Director: BanuUstundagPlanning Directors: Can Aksuyek, Ahmet O. YenerPhotographer: Ali Ozatalay
Alzheimer&apos;s Society Hamburg: City mapAdvertising Agency: Draftfcb, Hamburg, DeutschlandCreative Director: Alexandra HöhnArt Director: MalteTimmCopywriter: Thomas VölkerPublished: September 2009
Fish Parade | Fish-hook toothpickAdvertising Agency: The Classic Partnership Advertising, DubaiChief Creative Officer: John Mani, VitthalDeshmukh Creative Director: AlokGadkar Copywriter: John Mani Art Director: AlokGadkar
World Wide Bakery: Calendar 2010 WWBAdvertising Agency: Futura2/2 , Skopje , MacedoniaCreative Director: FilipUnkovskiArt Director: Milan StojanovPhotographer: FilipKondovski
Wüsthof knives: Onion calendarTo dramatize how precisely Wüsthof knives can cut an onion calendar was created, in which an onion was cut into 365 slices. Precisely as many as there are days in the year. Perfect for a tear-off calendar.Advertising Agency: Serviceplan, GermanyCreative Directors: Alex Schill, Matthias Harbeck, Helmut Huber, FlorianDrahoradCopywriters: Nicolas Becker, Tom HauserArt Directors: Christian Sommer/ IvoHlavac, SörenPorstAccount Supervisor: Lena InderwiesenPhotography: Layoutsatz 2000Production Company: PinskerDruck & Medien
Rellana Wool: Rellana Woolly HeadsAdvertising Agency: Ogilvy & Mather, GermanyCreative Directors: Helmut Meyer, Gregor SeitzCopywriter: Lukas LiskeArt Director: Daniel SchweinzerPhotographer: Jo BacherlArt Buyer: Christina Hufgard
UN Climate Wall in CopenhagenHewlett-Packard partnered with the UN Education Programme to help participants in the COP 15 event in Copenhagen to connect people from around the world with delegates who could make the trip. HP&apos;s Ellen Jackowski is interviewed by EnviroMedia&apos;s Kevin Tuerff.The United Nations Environment Programme (UNEP) has launched the UN Climate Wall in Copenhagen, a high-tech installation of HP TouchSmart PC screens embedded with over 100 authentic testimonies and real-life stories describing how climate change is impacting the lives and livelihoods of populations around the world.The UN Climate Wall is located near the conference hall where world leaders are gathering during the high-level segment of the negotiations. Sights and sounds from around the globe uploaded on the UN Climate Wall’s HP TouchSmart PC screens bear witness to how the changing climate is changing lives. Adapting to the changing climate has become a matter of survival for many local communities.In a quiet corner of eastern Cambodia, Buddhist monk So Kon is planting trees in the Prey Koki forest, which has lost most of its cover to desertification. “Here in Cambodia our climate is changing. It’s getting hotter and the rainfall is irregular. But we believe that these trees can bring rain and help the farmers with their crops and daily life,” says Kon.In Bangladesh, where tens of millions of people are at risk from floods and cyclones, Mohammed Rezwan, a local architect from Shidhulai village, is building floating gardens of hyacinth and straw to grow food. It is a simple technology that makes the difference between life and death.“By 2050 seventeen percent of Bangladesh will be under the sea. If we do not adapt we will die.” Rezwan says. FazelMandal, a village resident, adds, “The floods we see now are much bigger than when my father was alive. When we have big floods, we take refuge on the floating gardens with our children, livestock and harvest.” His wife, Rapashi, reiterates, “When it rains heavily our homes and fields get flooded. But these vegetables on the floating gardens manage to survive. I make curries out of these vegetables and this allows me to feed my children.”SatinderBindra, UNEP Director of Communications and Public Information, commented on the thinking behind the Climate Wall…“We wanted the voices of the most vulnerable to be heard as their fate, and the fate of the planet, lies in the balance. Using HP technology, the Climate Wall’s TouchSmart PC screens allow users to engage and interact with the stories in a very natural and intuitive interface, “touch”. We are happy to use this new medium to amplify the voices of the vulnerable and to bring the message across in Copenhagen.”Built by technology leader HP for the UN Campaign “Seal the Deal!”, the UN Climate Wall is a translation of the campaign’s promise to bring the voices of the people to world leaders to the historic climate change negotiations in Copenhagen. This wall also contains stories about how HP is delivering new innovative technology to its customers around the world, enabling them to reduce their carbon footprints and make the planet a better place to live.
VfL Wolfsburg: Notedvertising Agency: deepblue sports, Hamburg, GermanyCreative Director: Oliver DrostArt Directors: Oliver Reichwald, KarstenBrunsCopywriter: Caspar DomizlaffPhotographer: Nina StillerPublished: September 2009
Kimberly-Clark, RussiaIn Russia the disposable diapers segment, there are 3 main competitors, with very similar products and a very high level of competition. The Market Leader is Pampers® by Procter & Gamble,In 2001 Kimberly-Clark launched Huggies® Club in Russia. It included first touch-point in maternity house and regular direct-mailings. In 2004 www.huggies.ru was launched. In 2006 all direct-mail activities were aborted due to their high cost and weakly controllable effectiveness. The competitors recently launched their own loyalty programs similar to Huggies® Club.75% of the target audience don&apos;t use Internet or don&apos;t have Internet access In 2007 the agency was briefed by Kimberly-Clark Company to re-launch, renovate and advance existing Huggies® loyalty club using as many communication channels as possible in order to:Increase loyalty of present Huggies® usersSwitch users of other diapers brandsAttract pregnant women for Huggies® brandExpand regional distributionCarry important social functions (communication, education, medical and legal competence)ConceptBefore concept development, the Agency spent much time to understand and imagine what an ideal mums&apos; club is. After some researches a new club was defined as a community of modern mums, giving them ability to:Communicate each other as convenient as possibleReceive advice from the best SpecialistsReceive reliable informationParticipate in the bonus points collecting with prizes catalogue.The Agency created a new name for the club. It sounds like “NashiMamashi modern mums&apos; club”. “NashiMamashi” in Russian is something like “OurMums” with additional word-play and rhyme.Elements of the Promotion:OFFLINEFirst contact at a maternity hospital (95% of the maternity hospitals from 24 biggest cities of Russia participated in this project): mothers received samples of diapers, presents from Huggies® and club printed materials. After that they fillred a questionnaire in the hospital or at home. The information from questionnaires is transformed by call-center&apos;s operators into club common database.As special task, the Agency considered an idea of professional consultations and advice and settled on three topics as an initial offer – gynecology and obstetrics, pediatrics and civil law. To increase value of this feature we decided to involve specialists from the most trusted Russian professional institutions. All consultations were be available for both online and offline users.The Agency also used questionnaires to check price sensitivities with consumers.First (free of charge) parcel – is used as an example of club&apos;s direct mailing. All mothers, who filled in the questionnaire, receive club booklet, beautiful binder “Mum and baby book” for filing of club brochures and the first brochure “0-6 months” from club set. The brochure contains very interesting and useful information and professional advices about baby care. Direct mailings were made during first 2 months of the baby&apos;s life. From the club booklet mothers learn about all possibilities that can be open to them if they will participate in club&apos;s activities.In case, if mother is interesting in provided opportunities, she collects and sends to the Agency barcodes from the package of Huggies®. Call-center operators consider bar codes, converting them into the bonus points (the number of points depends on the price of the package from which the barcode was cut out), which are being considered in the account of the club user. Depending on the quantity of earned points Mothers:received real-time consultations from specialists from leading Moscow research institutesreceived the rest of club&apos;s brochure set, that being assembled and filed in binder converts into unique book about baby care, written by professors of Moscow Research Institute of Pediatricsreceived samples of products Huggies that mum is interested inchose presents of different levels from the gift catalog.ONLINECommunication with mothers who had access to the internet is made through the website. Access to this resource is unrestricted, but includes registration. The portal is complex resource, absorbing most interesting and useful functions:Community (forums, blogs, photo albums, function “find a friend in your city”, instant messaging)Knowledge base or “mother&apos;s encyclopedia” (articles about baby health and care from specialists of Moscow Research Institute of Pediatrics, club members, from public sources;information about club partners&apos; products from Huggies® and Nestle Nutrition®)“Guide book of your city” – local guide book on the objects, that would be interested for mothers, with an option of adding new information by usersCreative and photo contests with prizes from Huggies® and Nestle Nutrition®Games and other online entertainmentTrade-monitoring option (collecting messages from web site&apos;s users about Huggies assortment that is absent in their shops)Online-consultation by pediatricians, gynecologists and lawyers. After “critical mass” collection of users, the part of portal services became available only for loyal users of Huggies, who sends barcodes.ResultsThe number of registered members of www.nashimamashi.ru in first year was 3 times higher than one for www.huggies.ru for all its lifetime; forum activity (quantity of users posts) is 20 times higher.A higher number of mums than expected registered in the club in first yearThe club website permanently ranks in Top-20 of Russian parents site.Mums from 25 biggest Russian cities (~25% of all giving birth Russian women for a year) have received Huggies samples and club materials by mail or hotline.Sales of Huggies were getting much higher in 2007, especially for Huggies Newborn which was sampled in maternity hospitals.Users ratio Huggies:Pampers amongst club members increased markedly in first months after launch and was very close to the ratio in a Russian market, compared with previous figures.Members unambiguously define the club as Huggies project.Trade-monitoring option has given valuable information for sales department of Kimberly- Clark about local points of unsatisfied demand for diaper and helped to improve distribution.After 2007 results evaluation, Kimberly-Clark Company has chosen the NashiMamashi CRM- program as priority marketing communication channel for 2008.Actual sales results are confidentialAgency: Poster OneClient: Kimberly-Clark, RussiaCampaign: NashiMamashi Loyalty Club for Huggies
HSBC: Eco-friendly e-bank statementThere is no way to print a bank statement without having to cut down a tree. Therefore it is more eco-friendly to choose an e-bank statement. Just get in to www.hsbc.com.co We want more stand up trees.Advertising Agency: teamHSBC, Bogotá, ColombiaCreative Director / Copywriter: Oscar NemogáArt Director: Pierre MontanaAccount Director: Paola OrozcoPublished: October 2009
Canadian Sea Turtle Network: Free the Leatherback DM Piece‘Free the leatherback’ is a cause driven by the Canadian Sea Turtle Network (CSTN) – a grassroots group based in Nova Scotia, Canada working to help free this critically endangered turtle from commercial fishing gear. CSTN was featured in National Geographic Magazine, so to promote their unique work and their cause, the magazines were sent out, wrapped in fishing net. A personalized, hand-written note was attached to the magazine, informing people of the article and driving them to the Free The Leatherback website. In order to retrieve the note, people had to cut the net to ‘free’ the leatherback article in the magazine. www.freetheleatherback.comAdvertising Agency: Target, St. John’s NL, CanadaCreative Director: Tom MurphyArt Director: Bruce HamiltonCopywriter: Jenny SmithPublished: June 2009
Unicef &quot;Toy Soldiers&quot;The African continent has the world’s highest number of child soldiers, fighting in wars they don’t believe in, for causes they don’t understand. Unicef extract many of these children from combat and reintegrate them into society. Their aim was to rally support for this programme. Sending out a direct mailer that garners support for Unicef’s child soldier programme. Initially, the mailer appears to be a typical packet of toy soldiers, but once opened, the recipient finds that the figurines are in fact children - reading books, playing soccer, riding bikes and doing other childhood activities. Results: The package went to Unicef supporter mailing lists as well as potential corporate sponsors. Awareness is up, and beyond the desired reaction from the recipients, many compliments are being received about the unique way in which it was put forward. More than a simple message, it’s an ongoing reminder of the realities these children face every day.Agency: Y&R Johannesburg, South Africa.
ford: 50,000 leads, $0 advertising.Ford&apos;s Fiesta Movement is credited with generating 50,000 new potential customers. That&apos;s after 4.3 million YouTube views, 540,000 flickr views and 3 million Twitter impressions. And ZERO spent on traditional advertising. Social media drives one. Ford evangelist Scott Monty&apos;s sent us some stats on the progress of Ford&apos;s Fiesta Movement, whereby 100 social &quot;agents&quot; drive around the country in Euro-spec Fiestas and complete appealing monthly missions related to volunteerism, adventure, style and design.The results of the missions are broadcast on YouTube,flickr, Facebook and Twitter.According to Monty et al., brand awareness for the Fiesta has riven to the equivalent of models that have been on the market for two to three years.The program -- which included a test-drive program -- has elicited the interest of about 50,000 potential buyers, 97% of which don&apos;t drive a Ford at present. For us this stat is interesting; in conversation with Monty in March, he mentioned that one of the biggest barriers to improving Ford&apos;s brand equity has been that many cradle-to-grave naysayers have never even used a Ford vehicle. So bringing the car to the people has helped a lot.In toto, official Fiesta Movement content has drawn 4.3 million YouTube views, 540,000 flickr views and 3 million Twitter impressions.&quot;We didn&apos;t break the bank. We didn&apos;t use traditional media. We tried something different, and it is working,&quot; gushed Brand/Content Alliances Manager Connie Fontaine.&quot;We&apos;re delighted with how Fiesta is gaining traction with consumers. It&apos;s a whole new way of introducing a car to market.&quot;And, Monty took care to remind us, the whole thing was done with $0 in ad budget and a fraction of marketing costs.Gotta say, while we&apos;re pleased that Monty&apos;s efforts are bearing fruit, we&apos;re really relieved the Fiesta&apos;s not tango dancing anymore.The 2011 model goes on sale in about nine months.
Youth In Distress In Israel: Welcome mat.More than 300,000 adolescents in Israel are living in the streets and are vulnerable to a variety of risk situations, crisis, trauma and distress. ELEM (Youth In Distress In Israel) is the largest organization in Israel which helps them. Their goal was to increase awareness towards donation day. They wanted to demonstrate people the strong feeling of thousands of adolescents which have no home to come back to. They manufactured thousands of fake doormats with “NOT WELCOME” printed on them. Hundred of ELEM volunteers placed them at doorsteps on top of the common “WELCOME” doormats. On the other side of the doormats was the solution
First Hug: DoormatRaise awareness of HibukRishon’s (First Hug) activities, and enlarge the number of volunteers. People are not familiar with the association, let alone its activities. Furthermore, they don’t feel a connection to the abandoned babies because it’s something that’s beyond them – not part of their everyday concerns. People feel more of a connection to things that are tangible. Abandoned babies are not just a statistic in some report. They are real and defenseless and in need of people’s help. To give people a feeling of responsibility for the abandoned babies by demonstrating that these babies are in fact real and in need of help.Advertising Agency: BBR Saatchi & Saatchi, Tel Aviv, IsrealChief creative officer: Yoram LeviCreative Director: Tal PerelmuterArt Director: AiaBechorCopywriter: Tom ReuveniAccount Executive: EladKupermanStudio: EyalOrleePublished: January 2010
LeekajaHairbis: Sweet & lovely style for youThe purpose of the promotion was to inform customers about LKJ’s effort to create new hairstyles over the years. Also, with the 37% discount coupon they were offering to celebrate their 37th anniversary, the targets were to experience LKJ and eventually become a potential client.Advertising Agency: Diamond Ogilvy, Seoul, South KoreaExecutive Creative Director: WainChoiCreative Director: Yeonjoo ShinArt Directors: Jinwook Jung, Kyungmin DoCopywriter: Andy KimIllustrators: Jinwoo Kwon, Hyungyu KimPhotographer: Namki ParkPublished: November 2009
Extra Plus Supermarket: Sliced meat as you likeAdvertising Agency: Fire Comunicação, Vitória/ES, BrazilCreative Directors: Elisa Quadros, CláudioFrançaArt Director: Daniel GalvãoCopywritter: Elisa QuadrosPhotographer: RadaelJúniorPublished: September 2009
Elmex: Bowling ballAmbient media realisation by Elmex in a Bowling center. “Elmex. Helps prevent cavities.”Advertising Agency: ShalmorAvnonAmichay/Y&R Interactive Tel Aviv, IsraelChief Creative Director: Gideon AmichayExecutive Creative Director: Tzur GolanCreative Director: YaneevAvitalArt Director: Nathan FreifeldCopywriter: Oz FrenkelAccount Director: Adam PolachekAccount Supervisor: Tal CohenAccount Executive: Revital LevyProduction: HagaiRamatiAired: December 2009
Cluedo: Candle holderAdvertising Agency: DDB, ItalyCreative Director: Vicky GittoArt Director: Salvatore ZanfriscoCopywriter: Daniela De SetaSupervisor: Valerio Le MoliAccount Director: Simone LucarelliPhotography: Manuela Crippa, Alessandra Magister
Cluedo: KnifeAdvertising Agency: DDB, ItalyCreative Director: Vicky GittoArt Director: Salvatore ZanfriscoCopywriter: Daniela De SetaSupervisor: Valerio Le MoliAccount Director: Simone LucarelliPhotography: Manuela Crippa, Alessandra Magister
CluedoGames & Toys: Blood under the door Advertising Agency: DDB, ItalyCreative Director: Vicky GittoArt Director: Salvatore ZanfriscoCopywriter: Daniela De SetaSupervisor: Valerio Le MoliAccount Director: Simone LucarelliPhotography: Manuela Crippa, Alessandra Magister
HBO | Ratatouille “Rat Hole”Agency:JWT, Uruguai
The Philippine National Nutrition Council: Trash manEat trash and you&apos;ll look like it.A message from National Nutrition Council. 1974Advertising Agency: Dentsu Philippines, Manila, PhilippinesExecutive Creative Director: Mike CalaquianAssociate CD / Copywriter: Chan delaCalzadaArt Director: Sandy FloriaProducer: Dennis Carlos
Red Bull: Soapbox raceAdvertising Agency: Avraham, IsraelCreative Director: Mr. FonarovArt Director: MaayanShwartzCopywriter: AdiEiniPublished: October 2009
Testicular Cancer Awareness Campaign: Check ThemBe Bold, Check Them!Raising awareness for testicular cancer, using new media channels.Advertising Agency: McCann Erickson Skopje, MacedoniaCreative Director: IvicaSpasovskiArt Directors: Vladimir Manev, IvicaSpasovskiCopywriter: IvicaSpasovski, Vladimir ManevPhotographer: TomislavMaric, BoroRudicAdditional credits: IlijaIkoKarov, AleksandarAchkoKrstevski, VerigoPublished: September 2008
Canesten: Stickers ambientOur goal was to communicate that Canesten is the best solution for athlete’s foot. The symptoms of athlete’s foot are itchy feet and flaked skin. We used walls in town with shattered plaster and places with scratched surface where we drew the outline of a foot and sticked a label in the form of a Canesten tube. The idea was supported with double-meaning headlines, which pointed out the similar problem of plaster and foot – shattered plaster and flaked skin.Advertising Agency: MARK BBDO, Bratislava, SlovakiaCreative Director: DávidSlimákArt Director: LukášKarásekCopywriter: JurajChmelAccount manager: Dana AdamovičováPublished: September 2009
Volkswagen: Dream bubblesAdvertising Agency: Ogilvy, Cape Town, South AfricaExecutive Creative Director: Chris GotzArt Director: Mike Lees-RolfeCopywriter: Peri van Papendorp
SOS-Kinderdörferweltweit: Interactive moving walkwayUsing a new kind of production technique we created a moving walkway for SOS. The walkway`s sides and handrail were printed on with photos of children, looking at the passengers and stretching out their hands towards them. An interactive effect was created every time a passenger placed his hand on the handrail by way of which the passenger was, so to speak, “taking a child by the hand”. Exactly as they would do if they sponsored them.Advertising Agency: Serviceplan, GermanyChief Creative Officer: Alex SchillCreative Director: EkkiFrenklerArt Directors: Sybille Stempel, MiroMoricCopywriter: EkkiFrenklerPhotographers: Patrick Wittmann, Alan GrundAccount Supervisors: Claudia Panke, Frank Deibert
FirstBank, Colorado demonstrates its commitment to small business by giving your card more traction than the corner cafe&apos;s bulletin board.A series of rotating displays in high-traffic areas feature tons of business cards for their small business customers, flanked by the tagline &quot;We care about small business.&quot;&quot;The cards get lengthy readership from airport travelers, who stand nearby for up to 90 seconds, or longer, while awaiting the next airport shuttle train,&quot; explained the pressfolk.Agency: TDA Advertising & Design, Boulder.
Pert Plus | Stop the SufferingAdvertising Agency: Leo Burnett, LebanonChief Creative Officer: FaridChehabExecutive Creative Director: BecharaMouzannarCreative Director: GhidaYounesCopywriter: AminKurani, RanaNajjarArt Director: AreejMahmoud, YasminaBazAccount Supervisor: HaythemDayeh, JadJureidini, Sara Ezzeddine
Clorets Eliminator: Onion, Coffee, CigaretteTo demonstrate the ability of intense Clorets Eliminator to target and eliminate foodstuffs that create foul-smelling breath, we hung target posters of the offenders in supermarket aisles. The concentric circles naturally found in these foodstuffs created to perfect link to the traditional target.Advertising Agency: Ogilvy Cape Town, South AfricaExecutive Creative Director: Chris GotzArt Director: Mike Lees-Rolfe-GingerCopywriter: Peri van Papendorp
Dominos Pizza - Netherlands - Delivered to a doorOne of the problems with ordering pizza when out and about is the difficulty the person delivering the pizza has in finding you. ‘Second bench after the big tree on the left’ isn’t the most helpful of directions. To get around this problem, Domino’s launched a clever summertime campaign providing designated pick-up points for consumers around Amsterdam. Although still one of the most popular take-aways to indulge in at home, Domino’s realised that with summer fast approaching people would be spending more time out of their house and instead in the Netherlands abundant parks and beaches.To solve this problem, Domino’s decided that if the public weren’t going to be by their door, a door would have to be brought to the public. The pizza delivery outfit placed branded white doors around popular summertime hang-out spots in Amsterdam. People spending the day relaxing in parks and on beaches could call the number given on the door, order their pizza and arrange a time to pick it up from the delivery boy.The idea has proved popular with consumers and Domino&apos;s summertime sales have increased accordingly. Domino’s doors also have the advantage of putting pizza in people’s minds when they might otherwise have opted for another snack.BRAND: Dominos PizzaBRAND OWNER: Competitive food AustraliaCATEGORY: FoodREGION: NetherlandsDATE: Aug 2009MEDIA AGENCYIndie Amsterdam
ALLIANZ: ELEVATOR.Elevator ad by Allianz: “Keep your money in a safe place.”Advertising Agency: Ó!, Reykjavik, IcelandCreative Director / Art Director: EinarGylfasonCopywriter: Daniel StefanssonPublished: October 2009
Garbage Can Reviewwww.JARisrael.org wanted to draw attention to the fact that too many people are eating on the street. So they did &quot;trash can reviews&quot; in the same way a food connoisseur writes a restaurant review. &quot;Despite the perfect location, near quite a few restaurants, it was quite disappointing. The vegetable leftovers were miserable, and the portions were very small. It took me 15 minutes of digging and battling with stubborn empty cartons until I finally reached some real food...Client: JAR – Jewish Assistance & Relief FundAgency: ShalmorAvnonAmichay/Y&R Interactive Tel AvivDate: September 2009Chief Creative Director: Gideon AmichayExecutive Creative Director: Tzur GolanCreative Director: Yariv TwigArt Director: Shirley BaharCopywriter: Sharon RefaelAccount Director: Adam PolachekAccount Supervisor: Tal CohenAccount Executive: AnatRuderman
The Samaritans: BookmarksThe Samaritans came to us with a very limited production budget, and absolutely no money for media. With this challenge, McCann Worldgroup Hong Kong came up with a cost-effective and highly creative solution – turn something as basic as a bookmark into an advertising medium. By placing these bookmarks in strategic locations such as supermarkets, convenience stores and libraries – we successfully reached out to our core audience of housewives, retirees and students in a more discreet and personal way, as opposed to using mass advertising. Along the way, we also achieved a creative solution with zero media budget.Advertising Agency: McCann Worldgroup, Hong KongExecutive Creative Director: Sylvester SongArt Director: Kit YuCopywriter: Don Ellis, Houston LauPhotographer: Hei
Divine Body Piercing: Stapled postersBody Piercing $39. Your choice of jewelry included. Some restrictions apply, but not many.Advertising Agency: Watermark Advertising Design, Calgary, CanadaCreative Director: Charles BlackwellArt Director: Filipe BiondiCopywriter: Man-Kin ChanPhotographer: Christopher SattleggerPublished: September 2009
Coca-Cola light: Mirror vending machineMirror foil placed on the vending machine reflects a thinner image of yourself.Creative: Jonathan Van Loon
Beau Rivage Resort & Casino: Baggage BeltWe needed to promote the property using a baggage carousel at Gulfport-Biloxi International Airport. The strategy was based on a key insight: After traveling to the airport and enduring a long flight, travelers welcomed a bit of calm. The idea was to create a refreshingly tranquil oasis for the weary passenger, mimicking the cool water of Beau Rivage’s tropical pool. The baggage belt was transformed into a swimming pool complete with swimmers and playful slogans. The result was a total change in how people react around the hectic space of a luggage belt.Advertising Agency: Masterminds, USACreative Director: Michael NeidererArt Director: Jean Pierre BlanchetArt Director: James GarrisonCopywriter: PragatiMulaniReleased: February, 2009Location: Gulfport Biloxi International Airpor
Freshly bakedWhile coming through the Charlotte, NC airport recently I noticed this ambient campaign for Bojangles in the baggage claim area. The &quot;biscuits&quot; were already showing a bit wear and tear and it took a second to figure out what was going on, but once you strolled to the beginning of the conveyor belt it became quite clear. I also noticed that other folks were doing the same &quot;detective work&quot;, so the interaction with the customers was certainly achieved.
This clever piece of design for charity QUIT is all about the placement. It was designed by Saatchi & Saatchi and was featured in Creative Review&apos;s Annual this year.The copy reads &apos;Stop Smoking and stop filling your lungs with poison. To quit call 0800 002200.Steve Crone, chief executive, QUIT, said, “The poster is a great initiative to target smokers, but it is important not to panic after looking at it. The campaign has been designed to make smokers think about the effects of their habit, and most importantly signpost them toward the help available if they do want to quit.&quot;Here are the credits:Company: Saatchi & Saatchi, LondonExecutive Creative Director: Paul SilburnExecutive Creative Director: Kate StannersArt Director/Copywriter: Rob PorteousArt Director/Copywriter: Dave AskwithTypographer: Scott SilveyTypographer: Chris JonesAccount Director: Simon Ronchetti
Toyota Prius: Pre-collisionThe all-new Prius pre-collision system can detect a potential impact before you do.Advertising Agency: Saatchi & Saatchi, Toronto, CanadaCreative Director: Brett ChannerArt Director: Basil Douglas CowiesonCopywriter: Tal WagmanAccount Director: Bryan WeirDigital Composition: Basil Douglas CowiesonPublished: December 2009
Post-it: IceRETURN THE ENGLISH BOOK, Memory is fragileAdvertising Agency: El Garaje Lowe, Lima, PeruCreative Directors: Marco Caballero, Luis Ramirez-GastónArt Director: Ivan TaharaCopywriter: Carlos BandaProducer: Daniel Ramirez-GastónReleased: 2009
Alfa Romeo Belgium: Shopping cartAdvertising Agency: Duval Guillaume, Antwerp, BelgiumCreative Director: Geoffrey HantsonArt Director: Kristoff De PrinsCopywriter: Philippe BlondéGraphic design: WimSelsProduction: Christ LannoyAccount team: Matthieu De Winter, DimitriMundorff, EvelineVincke
Toyota “Cover”Shockingly introduce the new Toyota Yaris in the male and female youth segment, Hatchback car users. Transforming the 3 prinicipal competing models (VW Golf, Peugeot 306 and Renault Clio) in the new Toyota Yaris, inviting owners to test drive and challenging them to “change” their cars “old” with the new Yaris. Blankets were used vinyl printed with the design of the new Toyota Yaris, to cover all competing models that were parked in the places most frequented by the target: college parking lots, malls, pubs and nightclubs. When the owner approached the car covered puzzled, appeared a couple of promoters who removed the blanket and handed him a gift (top sun). They had previously placed the invitation to test drive the pilot’s side mirror. The results showed a 21% of a total of 1.630 contacts for the test drive. 80% of sales to date have been specified in the youth segment.Agency: Positivo Lima, Peru.
Smart: Giant shoehornIn conjunction with the opening of the 2010 Canadian International Autoshow, smart Canada is educating urban dwellers regarding one of the many benefits of driving a smart fortwo. A head-turning marketing initiative in downtown Toronto has wedged a giant shoehorn behind a smart fortwo, visually illustrating that the less than 3 metre smart fortwo can park almost anywhere. The display, parked in various high traffic downtown locations, also imparts the message: “Fits into tight places”, and prompts onlookers to visit “thesmart.ca.” The idea aims to demonstrate that just like your favorite pair of shoes, the smart fortwo can comfortably fit into any lifestyle. The smart fortwo is the most fuel-efficient two-seater in Canada, and it boasts a spacious interior, a 5-star crash safety rating and great agility to dart through traffic while avoiding potholes and other urban hazards. This unique and larger-than-life display playfully conveys that the intelligently designed smart fortwo is the ultimate tool to conquer the city. The ambient initiative will continue throughout the duration of the 2010 Canadian International Autoshow.Advertising Agency: BBDO Toronto, Canada
Keskin: Rims GuerrillaGermans love their cars – even if they don’t treat them right. The global rim producer “Keskin Tuning” wants to represent his products in an impressive and realistic way to show what cars really want in a very humorous manner: stylish rims from Keskin. The paper rims where provided with discount coupons. Promotion’s kick-off was the grand opening of Loop5 shopping centre. As a Keskin store is right next to the shopping centre, customers could cash in the discount immediately. Furthermore the flyers are deployed at tuning fairs in 2010. During the campaign period Keskin stores in the promotion areas recognized a significant increase in new customers.Advertising Agency: Saatchi&SaatchiX, Frankfurt, GermanyCreative Director: Mark KaratasArt Directors: Rod Henriques, Elena Sautner, Manuela SchwarzPhotographers: Georg Dörr, Martin JoppichAccount: Marc BrücherPublished: October/November 2009
Citroën: A greener Martinique!Reserved to Citroën AirdreamCitroën Martinique has launched a green campaign called &quot;For a better world!&quot;,For each sold car, Citroën Martinique will fund a local association concerned by the environmental issue. In the most important shopping centres of the island, the agency has created car spaces especially for Citroën AirDream cars range, with low carbon emission and 95% recyclable. With Citroën Airdream, Martinique is becoming greener.Advertising Agency: C&apos;Direct, Le Lamentin, Martinique, FranceCreative Director: HuguesLisonArt Director: Sophie Manzetti, BlandineFedronicCopywriter: Sabrina RimbaudPublished: January 2010
Agency : BBDP & Fils (site), Paris
The Grey Cross:Martin Brown hung upside down crosses in trees throughout Sydney to draw attention to the widespread shooting of flying foxes throughout NSW.Advertising Agency: Martin Brown, AustraliaCreative Director: Hugh Fitzhardinge, Grant FosterCreatives: Martin Brown, Richard PriceVia: bestadsontv
Hepar: BinsAdvertising Agencyy : Marcel, , Paris, FranceCreative Directors : Anne de Maupeou, Frederic TéminArt Director : YouriGuerassimovCopywriter : Gaëtan du PelouxPhotographer : Vincent Mercier
Ikea: Cinema catalogueGuerilla promotion teams equipped with powerful portable projectors brought names and prices of IKEA products during the movie on the screen – next to Brad Pitt, George Clooney and other famous actors. This surprising execution fits perfectly to the IKEA principle: surprise the many people with fresh ideas for everybody’s everyday life. After the show we consequently distributed IKEA catalogues in front of the cinema. Advertising Agency: DDB Germany, Berlin, GermanyCreative Directors: Tim Stübane, Birgit van den VAlentynArt Directors: René Gebhardt, BjörnKernspecktExecutive Creative Director: Stefan SchulteChief Creative Officer: Amir KassaeiAccount Director: Stephen KimpelAccount Manager: PetrickBaschinskiGraphic: Peter Schönherr, Anke Zink
Ikea: BeachvertisingAs part of the 30th-birthday celebrations of one of IKEA&apos;s most popular bookshelves, the BILLY, the Scandinavian furniture giant placed 30 of the bookcases on the sands of Bondi beach in Sydney.
StadtApotheke, Kreuzlingen: Skin Cancer GuerillaAdvertising Agency: Wirz/BBDO, SwitzerlandCreative Director: Matthias FreulerArt Director: Kim SokolaCopywriter: Tom ZürcherPublished: Summer 2008
WWF Vote Earth!: Ice PosterVote before it meltsWe’ve created a poster entirely made of ice that was placed in a central spot of Lisbon. The poster warned of the consequences of the ice-cap melting, making people feel the urgency of putting an end to environmental disasters.In December 2009, world leaders meet in the Copenhagen Summit to discuss Climate Change. The WWF launched an initiative called Vote Earth!, an online ballot to put pressure on the world leaders and influence them into an agreement. Their objective was to mobilize people in Portugal for the vote. They created a poster entirely made out of ice that was placed in a central spot of Lisbon. The poster alerted to the consequences of the ice-cap melting, making people feel the urgency of putting an end to environmental disasters. After being put in place, the poster started melting, stressing the message: Vote before it melts. Out of 50 countries in Europe, Portugal ranked 8th in number of votes.Advertising Agency: Ogilvy, Lisbon, PortugalCreative Director: JoãoEspírito SantoCreative Supervisor: André LacerdaArt Director: Hélder VenturaCopywriter: JoãoGuimarãesPublished: December 200
ArrelsFundacio: StreetFor many people in Barcelona this is their home. Give Barcelona a roof. Arrels Foundation.Advertising Agency: Altraforma, Barcelona, SpainArt Director: FrancescMorataCopywriters: YoryoHortolá, Toni TugoresPhotographer: Anna PermontPublished: January 2010
Abrinq Foundation: Vending MachinersDuring the month of February, users of the subway in São Paulo can help Abrinq Foundation take the children of the streets through the book’s vending machines located in five subway stations. The “vending machine of good” created by Giovanni+Draftfcb in partnership with the 24X7 Cultural, aims to raise funds for Abrinq Foundation through donations.The campaign works as follows: a row exclusive on the vending machine was dedicated to the Abrinq Foundation. Here, we see pictures of children holding cards of $ 1.00, $ 2.00 and $ 5.00. The main title explains: “With your help we can get these children of the streets”. Just insert the money in the machine and remove the chosen child who, in fact, is a showcase of the institution giving thanks. Click here to see the movie: http://www.youtube.com/watch?v=riTM9tcIzyAFounded in 1990, the Abrinq Foundation is a nonprofit institution that aims at raising awareness about issues related to the rights of children and adolescents, promoting human rights and citizenship. The Foundation’s challenge for 2010 is to serve 300 thousand children.Advertising Agency: Giovanni + Draftfcb, Sao Paulo, BrazilCreative directors: Adilson Xavier, Ricardo JohnHead of art: Benjamin Yung JrArt Director: Bruno BrasilArt buyer: Tina CastroPhotographer: Felipe HellmeisterProducer: EdgardoPasottiClient services: Tina Castr
Kukkiwon World Taekwondo Headquarters: Revolving doorCheck out the black belt / there are 70 million Taekwondo masters all over the worldAdvertising Agency: Brown Breath, Seoul, South KoreaCreative Director: IcSeo HuhArt Director: Tae Hwan LeeCopywriters: Young Jun Song, EuiSeonRohPhotographer: Kwon Jin KimPublished: January 2010
Meiji: Stronger.Revolving door ambient by Meiji milk in Thailand. “Milk makes you stronger”.They created life-sized stickers of a sumo wrestler, a rugby player, a judokan and a wrestler. These stickers were affixed on the revolving doors of buildings to interact with their consumers. Once they pushed against the door, it seemed like these sportsmen push back and don’t allow them to come in. But of course, the door opened in the usual way. The copy line says simply “Milk makes you stronger. Meiji.”Agency: McCann Worldgroup Bangkok, Thail
Norwegian Air Shuttle: Temperature boardAdvertising Agency: Kitchen Leo Burnett, Oslo, NorwayArt Directors: EirikStensrud, Per Erik JarlCopywriters: Thomas Askim, Christian Hygen
Adelaide United Football Club: MoonJAM Adelaide has created a spectacular supersite for the Adelaide United Football Club to promote their night games. The site cleverly reinforced the night aspect of the game by having the player on the billboard appear to interact with the &apos;moon&apos;, which was attached above the poster with a pole, painted black.Client:Adelaide United Football ClubAgency:JAM, AdelaideCreatives:Jim Robinson (Creative Director)Becq Hinton (Art Director)Johnny Velis (Copywriter)KiraRadloff (Producer)Peter Fenech (Producer)Richard Lyons (Photographer)Peter Joy (Account manager)MarjetaPonikvar (Account manager)Country:AustraliaOther Credits:Finished Art: Jonathan Gibb
SKY HD: AntsDiscover the world in High Definition. Documentaries on SKY HDAdvertising Agency: Heye Group, Munich, GermanyCreative Director: Ulrich LuetzenkirchenArt Directors: Justin Pettit, Christian WoelkyCopywriter: Thomas SchwarzPublished: December 2009
Heart 104.9FM: CD BillboardThere’s no need for CDs in Cape Town.Advertising Agency: Lowe Bull, Cape Town, South AfricaCreative Directors: Kirk Gainsford, Doug Larter, Darren McKayArt Director: Denver BrentCopywriter: Natalie RosePhotographer: Natalie RosePublished: December 2009
Braunwald Tourism: Mountain degustation in the cityA poster covered with sealed air bubbles invites polution plagued pedestrians to soak up the fine mountain air in the car-free mountain resort «Braunwald» (Switzerland). A campaign by «Braunwald Tourism» in all major cities in german-speaking Switzerland.Advertising Agency: Wirz BBDO Network, Zurich, SwitzerlandCreative Director: HanspeterSchweizerArt Director: ConnyJägerCopywriter: HanspeterSchweizerPublished: December 2009
Alfa RomeoAs part of a sales promotion campaign during the brussels car fair, Alfa Romeo converted 50 bus shelters around belgium into free classified ad hoardings. After all, since a new Alfa Romeo was now so cheap, you’ll want to be getting rid of your current wheels pretty quick, People started putting up their own classified ads almost immediately, and the poster sites were completely full within days.There are so many ways to lure the customers. Alfa Romeo just found out a comparatively novel idea to attract them. They helped the customers to sell their cars, and- to buy from Alfa Romeo!As part of a sales promotion campaign during the Brussels car fair, Alfa Romeo converted 50 bus shelters around Belgium into free classified ad hoardings. People started putting up their own classified ads almost immediately, and the poster sites were completely full within days.CREDITSAdvertising Agency: Duval Guillaume, Antwerp, BelgiumClient contact: Alexandre De PreterCreative Director: Geoffrey HantsonArt Director: Kristoff De Prins, Katrien MullerCopywriter: Philippe Blondé, Henry ScottGraphic design: WimSels
Pathfinders Teen Homeless Shelter: Homeless TeenEvery night in Milwaukee, some 400 teens are homeless and looking for a place to sleep. Unfortunately there are only a scant 16 emergency shelter beds in the city that are available for teens. To help shine a light on this issue, Serve launched a provocative guerilla advertising campaign around the city of Milwaukee in November. The campaign created a stir in the city when images of sleeping homeless teens began popping up on billboards, bus shelters and taxi cab toppers. It got even more coverage when stickers of homeless teens began appearing on the streets in front of busy stores, movie theaters, coffee shops, restaurants, government buildings and even the Bradley Center. The stickers were so lifelike and attention-getting, even the police were compelled to stop and investigate.Needless to say, the campaign was a huge success, generating millions of media impressions for Pathfinders, which operates one of the two teen homeless shelters in Milwaukee. Because of the increased awareness, the organization has already seen a 37% increase in new donors and hopes to inspire greater funding and support in 2009.Advertising Agency: Serve Marketing, Milwaukee, WI, USACreative Director: Gary MuellerArt Director: Laure ArthurCopywriters: Gary Mueller, Morgan Kuchnia-HansonRetoucher-Jim McDonaldPhotographer: Jeff SalzerAE: Heather Aldrich and Sarah SalzerPublished: November 2008
Special realisation on a city light poster by Nivea.Agency : DraftfcbDuration : 30 septembre – 6 octobre 09
CALVIN KLEIN: GIANT POSTERGiant poster special realization by Calvin Klein in New York.Agency : Droga5Duration: Décembre 2007
Livegreen Toronto: SwitchHello, have you heard about livegreentoronto.ca?Advertising Agency: Agency59, Toronto, CanadaCreative Director / Copywriter: Brian HowlettArt Director: Andrew GillinghamOther additional credits: Bruce Forty, Jared SmithReleased: October 2009
HOT magnetic billboardTake the stars home with youTo position HOT as the cable TV network with the best shows and the hottest stars,BBR Saatchi & Saatchi Tel Aviv created a 140 meter long magnetic billboard,onto which it attached over 6,000 cut-outs of entertainment celebrities.The public was invited to peel off the cut-outs, which they did with great enthusiasm:the entire display was stripped bare within 2 hours of launch, and was consequently restocked several times.Background - To maintain its leadership in an aggressive marketplace, the HOT cable TV network decided recently to increase its programme acquisition, adding more award-winning shows to its portfolioBrief - Position HOT as the network with the best shows and the hottest stars to offer its customersExecution - As part of a 360 campaign entitled ‘At home with the stars’, BBR Saatchi & Saatchi Tel Aviv created a 140 meter long magnetic billboard, onto which it attached over 6,000 cut-outs of entertainment celebrities that the public was invited to peel off and take home with themResults - The entire display was stripped bare within 2 hours of launch, and was consequently restocked several times. The event became an instant hit and was picked up by leading media channels, including live coverage on breakfast TV.Advertising Agency: BBR Saatchi & Saatchi Tel Aviv, IsraelExecutive creative officer: Yoram LeviCreative director: Tal PerelmuterArt director: Uri DaganCopywriter: Eliad FriedmanAccount director: Yael RonAccount supervisor: SigalTzurAccount executive: NatalyZivPlanning director: AmitKorenPlanning supervisor: Shani GoldbergLaunched: October 2009, Tel Aviv
Hasbro Cluedo: Bus stop killerAdvertising Agency: DDB, ItalyCreative Director: Vicky GittoArt Director: Salvatore ZanfriscoCopywriter: Daniela De SetaSupervisor: Valerio Le MoliAccount Director: Simone LucarelliPhotography: Manuela Crippa e Alessandra Magister
Tnuva Cheese: Mini Bus StopThe original layout was done in Hebrew, this layout is created to be shown here only.Advertising Agency: GITAM/BBDO, IsraelCreative Director: Guy BarCreative Director: Danny YaakobovichArt Director: Igal EzraCopywriter: Oren MeirAccount managers: ElikaMerhavi, ShakedBenariProduction And Maintenance: Push-UpPublished: October 2009
Corona beer: Spring.To celebrate the arrival of spring, the Corona beer brand surprised passers of the City of Buenos Aires with a bottle of 3 meters high composed entirely of colorful flowers. The bottle was located in the Plaza San Martín, a strategic point where thousands of people walk daily to work in the downtown because of its proximity to the train station and underground city.Advertising Agency: Woonky Buenos Aires, ArgentinaCreative Directors: Tomás Wells, Marcelo D’AbramoArt Director: Siro RodriguezCopywriter: Nacho LemusIllustrator: GastónQuevedoPhotographer: GastónQuevedoAccount Director: Marcelo D&apos;AbramoAccount Executive: AinhoaRigabertReleased: September 2009
Milkshake Yotvata: Shaken up billboardAdvertising Agency: ShalmorAvnonAmichay/Y&R Interactive Tel Aviv, IsraelChief Creative Director: Gideon AmichayExecutive Creative Director: NirLivniCreative Director: Eylon GorenArt Director: Shay KirshenzvaigCopywriter: Or SittAccount Director: Adam PolachekAccount Supervisor: Dana CoganAccount Executive: Alon SegalPhotographer: ZivKoren, ShlomiArbiv
Fedex and Philippines MudFedex placed this billboard in Manila during the rainy season, complete with fake mud, to show how they put your package first. The billboard would mean even more now with the current level of flooding in the Philippines. CreditsThe Mud billboard was developed at BBDO Guerrero/ Proximity Philippines by chief creative officer David Guerrero, executive creative director Joel Limchoc and Simon Welsh, copywriter Meggy De Guzman, art director/retoucher Dale Lopez, producer Al Salvador, account manager Lynne Esguerra, retoucher Manny Vailoces.The billboard won a Silver Spike award in Singapore in September.
Arkaden &quot;Get fabulous“Arkaden is a fashion mall in the centre of Gothenburg. The target group are people in the ages 25-35, mostly woman. In the fall campaign for Arkaden the client wanted to show many great trademarks they have. They wanted the target group to visit the mall and try on the new fall collections. Maybe, if they&apos;ll try something, they&apos;ll buy something. They moved the dressing room outside to let people in Gothenburg try the clothes on, out on the street. They made mirrors out of ad shells, and added cut outs and their message &quot;Get Fabulous&quot;. They wanted to show their target group that they very easly can get fab, they just need to visit Arkaden.Agency: Dragster Gotenburg, Sweden.
NOS-FORETS.ORG: WOOD PANELS.This advertising medium is made of wood panels, vegetal letters and LED lights. Nice realisation.Agency: évoo, France
Nando’s on a lamp-postAdvertising Agency: Asha Advertising, OmanCreative Head – Art: BalakrishnanCreative Head: – Copy: Cherry KoshyClient Service: BalajiSunderaraman
TheJamJar: Seeing monsters in a blank canvasAdvertising Agency: Ogilvy Dubai, UAEExecutive Creative Director: Till HohmannCreative Director: Guy Sinclair/RamziMoutranArt Director: Leo Rosa BorgesCopywriter: Amina Abdel-HalimDesigner: Lina Al Amoudi
Vanarai Foundation: Water WasteThe ad, developed by McCann Worldgroup, aims to make awareness about the negative impact of wasting water. The message is conveyed through two images in which same persons are portrayed. In the first scene, we can see poor people waiting desperately for water around a tap. At the same time, a lady is carelessly wasting water in the kitchen while she is talking over her cell phone. The second image shows the same situation and persons, but with one important difference. This time, the lady in the kitchen is careful in not wasting water and the poor people at the other side are getting water.The ad creatively comes across the message that you need to be very careful about the usage of water, as even a seemingly silly action can cause misery to some people at the other side.CREDITSAdvertising Agency: McCann Worldgroup, Mumbai, IndiaRegional Executive Creative Director: Prasoon JoshiExecutive Creative Director: Ryan MenezesArt Director: SandipGaikwad, MilindPalavCopywriter: Lolita D’souzaPhotographer: SaishKambli
DHL: PageInternational courier service express delivery guaranteed.Advertising Agency: Shanghai J&J Advertising Co., ChinaCreative Director: Aaron ChengArt directors: Richard Zhou, Yoga Yu, Apple Lee, Yao QiangangCopywriter: Chen RuiPhotographer: Zhu WenhuiPublished: April 2007
One in Nine: Get yourself testedIn order to raise awareness for breast cancer agency McCann Erickson in Tel Aviv Israel initiated a cooperation with several daily newspapers and went up with the campaign “One in Nine”. They took the horoscope page and moved the reading for the Cancer sign several pages back, so that the reader would discover the cancer horoscope earlier than usual. The campaign was signed with “Early detection of cancer can save lives. Get yourself tested”. One in Nine is a non-profit organization that is dedicated to raising public awareness of breast cancer, and to the promotion of the topic of breast health in Israel. Statistics indicate that one in every nine women in Israel will be forced to cope with breast cancer during her lifetime. One in Nine offers a broad range of services to women fighting breast cancer and to their families, while simultaneously carrying out widespread activities that help break the silence surrounding the disease.Advertiser:One in Nine Agency:McCann Erickson, Tel Aviv, IsraelAdditional credits:VP Creative: Eldad Weinberger Creative Director: Ido Ben Dor, SigalAbudy, MeiranPachman Art Director: Guy Laufer Copywriter: IdoMymon VP Accounts: Hagar BarzelaiAccount Supervisor: AlonaDeke
Mortien: Rolled NewspaperTo introduce the new Mortein All Insect Killer Aerosol Can in a memorable way. The artwork of the packaging as the front page solus ad in leading daily. The way a newspaper is delivered transformed their 2D ad into a 3D replica of the product – automatically. The day the ad was released, over 400,000 household got Mortein paper cans as a reminder of their favourite weapon against insects.Advertising Agency: Euro RSCG Advertising, Gurgaon, IndiaCreative Director: Satbir SinghArt Directors: KamalBhatnagar, NehaSidhraCopywriters: KamalBhatnagar, AbhishekChaswalPhotographers: KamalBhatnagar, Ajit Singh PadamPublished: January 2009
Volkswagen Transporter: EvolutionThe evolution of van. Let&apos;s go to work.The new Transporter has arrived.Advertising Agency: Iris
Land Rover: Inuktitut Path PuzzleInuktitut Path Puzzle - Starting at the arrow, move along the path to connect the letters in such a way that they spell a famous quote. Some letters can be used more than once. You can also move forward and backward along the path.To promote the globe-trotting spirit of the Land Rover. Each execution features ordinary puzzles in scripts of exotic languages from far corners of the world. This created an interactive yet cost-effective way to highlight the Land Rover brand&apos;s thirst for adventure.Advertising Agency: Y&R Dubai, United Arab EmiratesExecutive Creative Director: ShahirZagCreative Director / Art Director / Writer: KomalBediSohalCreative Director / Writer / Art Director: ShahirZagAccount Planner: Nadine GhossoubPublished: December 2009
Tibetan Scramble - Using the given vowels and consonants, make as many words as possible, always including the central letter. Average: 11 words Good: 15 words Excellent: 26 wordsTo promote the globe-trotting spirit of the Land Rover. Each execution features ordinary puzzles in scripts of exotic languages from far corners of the world. This created an interactive yet cost-effective way to highlight the Land Rover brand&apos;s thirst for adventure.Advertising Agency: Y&R Dubai, United Arab EmiratesExecutive Creative Director: ShahirZagCreative Director / Art Director / Writer: KomalBediSohalCreative Director / Writer / Art Director: ShahirZagAccount Planner: Nadine GhossoubPublished: December 2009
Laubach Literacy: Eforbe & AfterThis was a billboard produced to speak directly to those dealing with illiteracy issues and to raise awareness for the Laubach Literacy group. It was an award winner for the Young Creatives Competition at this years ICE Awards in Halifax, Nova Scotia, Canada.Art Director: Matthew PearnCopywriter: Steve Wallace
Asthma Foundation: SuffocationHelp New Zealand children breather easier.Inserts placed inside the plastic covers of 10,000 subscription magazines, demonstrating the suffocation effect that asthma has on New Zealand children.Advertising Agency: Ogilvy Auckland, New ZealandExecutive Creative Director: Jeremy TaineCreative Directors: Basil Christensen, Damon O&apos;LearyCopywriters: Tom Paine, Ben PeglerArt Director: Tom PainePhotographer: Fraser ClementsRetoucher: Hayden WoodAccount manager: Petra Skoric
Creative Review, the visual communications magazine from UK is packing it’s November issue in a revolutionary pack. The bag simply dissolves in water.
Thursday Nights in October at the Adelaide Casino. Ladies PokerPoker has become a favorite with many. But the Adelaide Casino wanted to encourage more women to play by running an exclusive ladies poker tournament. A cheeky, yet clever graphic helped get everyone&apos;s attention with this outdoor campaign.Advertising Agency: Jamshop, Adelaide, AustraliaCreative Director: Jim RobinsonArt Director: Becq HintonCopywriter: Johnny VelisFinished Artist: Geoff IrvineProducer: Peter FenechPublished: October 2009
The Auckland City Council in 2007 challenged the poverty blindness of Aucklanders using optical tests. We’re posting the campaign this week in anticipation of Anti-Poverty Day, marked by the United Nations on October 17 each year. “Poverty. Some Aucklanders just don’t see it.”CreditsThe Poverty Blindness campaign was developed at PublicisMojo, Auckland, by art director Leighton Dyer and copywriter Nigel Clark
Basic Necessities in EuropeEuropean Anti Poverty Network is an independent network of non-governmental organisations (NGOs) and groups involved in the fight against poverty and social exclusion in the Member States of the European Union. EAPN is reminding the affluent to look out for the needs of the poor in a print advertisement set in a giant supermarket. “Not everyone has access to basic necessities. Adequate minimum income. Everybody deserves a decent life.”The campaign, launched in August 2008 and designed to run over a number of years, is designed to support a range of European organisations with different aims, including homeless shelters and refugee associations. Peter Kelly, representative for EAPN UK, said: “In using a coordinated campaign, there is the opportunity for greater impact. This means that not only do people see the same campaign everywhere they go, but also that the political powers receive a coherent message, as well as the media.CreditsThe campaign was developed at Dentsu Brussels, by executive creative director Roger Tavares, art director Eric Jamez, copywriter Jan Vandenplas, account manager Arnaud Boucher, photographer Gerard Turnley and retoucher Rob Fre
De Morgen: Refreshing newspaper“A newspaper that constantly refreshes.”The newspaper has several front pages dramatizing how demorgen.be is newspaper that is constantly refreshing.Creative: Marlon / Reiner
Canadian Red Cross: Tsunami“After waves of disaster hit Asia Pacific this week, we’re on the ground providing aid, support and hope.”Ever since the Asian Tsunami back in 2004, that corner of the world has been hit by an almost incessant string of earthquakes, floods and further tsunamis. The problem facing the Canadian Red Cross was: how do you draw the public’s attention to an issue to which they have been desensitized?The original Red Cross Tsunami appeal raised a huge sum of money for the charity. The public, however, grew disillusioned by reports that the funds were sitting unused in banks accounts while the people that had suffered at the hands of the tsunami continued to try and piece their lives together.To regenerate interest in the plight of the people in Asia Pacific, the Canadian Red Cross designed a double page newspaper ad with a difference. The ad formed a topological map depicting an Asian shoreline. At the point where the crease would naturally occur in the paper – somewhere mid-ocean on the map - words such as earthquake, flood, storm and typhoon congregated together forming a wave of disaster.The strapline: ‘After waves of disaster hit Asia pacific this week, we’re on the ground providing aid, support and hope’, accompanied the print ad.Advertising Agency: Cossette, Montréal, CanadaExecutive creative director: Patrick BeauduinCreative Directors: Barbara Jacques, Jonathan RouxelArt Director: Jonathan RouxelCopywriter: Patricia DoironDesigner: Richard BélangerPublished: October 2009
Elite, MUST Long Last chewing gum: Second handFor Sale! MUST Long Last chewing gum. Like new, chewed for only two hours. Phone 050-7339206Advertising agency: BBR Saatchi & Saatchi Tel Aviv, IsraelChief creative officer: Yoram LeviCreative director: Nadav PressmanArt director: Michal GonenScriptwriters: OriSlonim, TomerReuveniAccount director: Idit ZukermanAccount supervisors: RoniHershman, RiviPeledPublished: September 2009, Tel Aviv
Clear &quot;Dandruff on shoulder“Ad created to show the effectiveness of Clear in eliminating dandruff. In an original use of the front cover of a magazine, we see a woman with dandruff visible on her shoulders. A text invited the reader to pull off the corner of the ad, thus removing the dandruff and revealing the campaign slogan: Clear. No Dandruff.Advertising Agency: Lowe/SSP3-Bogotá, ColombiaExecutive Creative Director: Jose Miguel SokoloffCreative Directors: Juan Carlos Gonzales, Margarita OlivarArt Directors: Yensy Gonzalez, Margarita OlivarCopywriters: Juan Carlos Gonzales, Carlos CamachoAccount Managers: Juanita Delgado, Patricia Davila
Olimpia | Revistamata-inseto
Absolut No Label: by GregoireAlexandreAdvertising Agency: TBWA MAP, Paris, FranceCreative Director: SebastienVacherotArt Director: Nicolas NoyerArt Buyer: Vanessa Barbel
Breast Cancer Blob in New ZealandThe New Zealand Breast Cancer Foundation has gone to the New Zealand public on television, and on the streets of Auckland, with the Blob, a huge pink reminder of the danger of undiagnosed breast cancer. The newly launched television commercial was linked with a the stunt which involved moving The Blob undulating gently against the buildings in Vulcan Lane, with reactions ranging from confusion to amusement. It’s all part of Breast Cancer Action Month, a global public awareness campaign run every year in October.The television commercial, launched on September 27, provides an analogy of how breast cancer can take over the lives of a normal New Zealand family, with the Blob becoming like “the elephant in the room”. The Blob follows the same key messaging as our previous print campaign : that breast cancer affects others too. The symbolism of the blob is apparent in its slow growth and reflects the fact that the longer breast cancer is left untreated the bigger the problem becomes.See the TV ad online at the NZ Breast Cancer Foundation site.CreditsThe Blob campaign was developed at Colenso BBDO, Auckland. Filming was shot and produced by Radical Media.
Volkswagen|The Fun TheoryGetting people to think more responsibly is one thing, but getting people to act more responsibly is a whole lot harder. But that is precisely what Volkswagen aims to do with its Fun Theory campaign in Sweden. The aim is to offer people ‘fun’ incentives to do the right thing. The campaign is a way of promoting the idea of driving an environmentally friendly car.Where politicians have failed with taxes and health scares Volkswagen is succeeding, by offering incentives to do the &apos;right thing&apos; in a raft of stunts around Stockholm. People tend to do the &apos;easiest thing&apos; rather than the &apos;right thing&apos;. But when the right thing has some fun injected, suddenly it becomes the preferred option.Commuters tend to take the easy option when leaving the metro – preferring the escalator to the stairs. But when the stairs were turned into a giant piano, with each step playing a different note when trodden upon, suddenly there was a 66% uplift in people taking the stairs.Volkswagen also designed ‘the world’s deepest bin’, complete with a sound effect making it seem as though the litter was whistling down a never-ending well. The public were fooled and consequently picked up more rubbish to have another go. The campaign videos have been seeded online and can be found live at www.rolighetsteorin.se, with English versions to appear soon on www.thefuntheory.com.A competition encourages visitors to upload their own applications of the Fun Theory. A prize of €2500 will go to the creator of the winning experiment, as selected by a panel of Swedish experts in behavioral science and environmental issues.BRANDVolkswagenBRAND OWNERVolkswagen GroupCATEGORYAutomotiveDATEOct 2009 - Dec 2009OTHER AGENCIESDDB
Heineken: Green is the New BlackAdvertising Agency: JWT, San Juan, San JuanCreative Director: Jaime RosadoCopywriter: Jaime RosadoArt Director: Johanna SantiagoEditor: Mizael MoralesSound Engineer: Carlos Dávila
CepasArgentinasOverviewCampari’s objective was to rejuvenate and strengthen its brand image, communicating its positioning through a unique innovative action: Campari Red Passion City.In order to do so, an original, attractive and striking marketing strategy differentiating it from other brands was required. A ground breaking action working through a unique, differentiating and powerful concept strengthening the passion and glamour associated with the brand. A concept that was intended to achieve a strong press support.Campari Red Passion City immersed consumers in a tour around unknown stories of people who, driven by passion, created several of the buildings of this city’s urban landscape. Consumers could join the action taking rides in horse driven carriages visiting the four chosen buildings where they could discover the hidden passions.The first chosen story was that of two aristocratic families brought into conflict over love and revenge which signalled the creation of the Kavanagh Building, a Tower built with the sole purpose of hindering the view of the Santísimo Sacramento Church (built by the Anchorena family). The second reveals Regina Pacini’s endless passion for her husband, Marcelo T. De Alvear, and the creation of the Regina Theatre as a tribute to her love. Gustave Eiffel’s restless genius and the spirit of the Tower that led him to immortality which is still alive at Museum was revealed in other story.The last story tells Palacio Barolo’s legend, inspired in Dante Alighieri’s passion and built as the greatest tribute to the Divine Comedy. This was the passion icon chosen for the launching.At the event, the guests were welcome by a magic palace dressed in red where a sensual guide showed them around the three most representative points in Barolo palace while enjoying an extract from The Divine Comedy and its creator’´s passion.The first sector to visit was “Heaven” at the building’s dome which offered a beautiful sight of the City. The circuit went on with “Purgatory” and ended in the ground floor, in “Hell” which served as the main stage. “Juliette and the Licks” was the chosen band and its furious rock was a living metaphor of this infernal place.To extend the proposal to all consumers, on premise actions were run in the area surrounding these buildings, creating a special atmosphere in stores.The action was spread by a multi-level proposal starting with the launch event, press, Internet, outdoor advertising and on/off premise actions.ResultsCampari Red Passion City was a promotional action that allowed the transformation of the urban landscape into a great ad, an experiential marketing action bringing the brand to life and immersing all consumers in a world of secret passions.The objective of running an original and different action was met and this became one of the activities with the greatest media coverage in 2007, and achieved high levels of awareness and product sales.Actual results are not for publication.Agency: CraveroLanis BTL. ArgentinaClient: CepasArgentinasCampaign: Campari Red Passion City
Procter & GambleOverviewP&G wanted to extend the Pringles product line, Mini Pringles, for consumers who are “on the go”, but they didn’t have a budget for a TV Campaign.The Agency’s solution was to use multichannel activities to deliver a ‘taste, fun & small size’ message to the target consumers, males & females, 13-32 tears (core 16-22), urban, students, who are modern, fashionable, easy going and keen to try new brands. As well as building solid product awareness and trail.ConceptA lot of small things, like iPods, Mobile phones or pocket PC’s give big pleasure. Now things are getting smaller but maintain the same result. New Mini Pringles is one of them. Maximum fun from the new small Pack! Consumers opened the packs to find small things like mini football, mini racing and photo contests. Now FUN is not a matter of size!The Campaign theme was: Wow! What a Mini!The Agency delivered the Promotion using traditional and alternative channels with the main activity being an on-line photo-contest with the theme “Feel fun with Mini Pringles –anytime, anywhere!” Consumers were invited to create the coolest photo with Mini Pringles, and win prizes.Other activities:Branded Mini Coopers cruising around Moscow engaging consumers with product samples and promotions.Game promotions in Universities.Online: Visitors ‘voted for photos to get a Mini Pringles box’Shopping malls. Find a Mini Pringles pack with a special sticker every hour and get a box of Mini Pringles.Stores. Buy Mini Pringles Multipack or 5 single packs and get a set of badges.The Metro. Consumers who traveled on the Metro were given a new underground map from Pringles carrying funny names of Stations.HoReCa. Ad postcards and Table stands with catchy designs.Cinemas. Tickets were carried in special “pockets” promoting an on-line contest.Press and Radio Promotions.ResultsThe Promotion far surpassed all targets, viz, the numbers of consumers who were engaged, brand awareness in all channels, market share, brand awareness and sales.Actual results are not for publication.Agency: Progression, RussiaClient: Procter & GambleCampaign: WOW What’s a MINI!
Newell RubbermaidOverviewSharpie markers are a market leading US brand of permanent marker pens with a wide selection of nibs and colours that writes effortlessly on almost any surface.The Sharpie roadshow successfully addressed (market leadership) a dated, dull product category lacking any consumer interest. Being re-useable and easy to work with, Buddy was as roadshow-friendly as he was people-friendly.While insight driven, the very simplicity by which the Buddy installation facilitated self expression and shared expression was the reason so many embraced the campaign. At every event, Buddy was covered from head to foot in signatures, doodles, drawings, poems, footballers’ names, lovers’ names and many more – the needs of a ubiquitous target market were widely addressed.The issue facing the Agency was how best to launch a new marker pen into a UK product category with very low consumer or trade interest and product innovation, to a diverse adult audience aged 18-54 and to:Make Sharpie a category defining, market leading brand of choice.Create an environment for sustainable sales growth by re-invigorating category interest.Drive buzz and awareness around launch.Give the brand a personality and bring multiple uses to life.ConceptA campaign which enabled product discovery through word of mouth, viral, online and real world brand experiences, revealing Sharpie as a hero for self expression.The focal point was a huge Sharpie ‘Buddy’ – a 3m high 4D blank canvas, cartoon-like character on which people were encouraged to express themselves using Sharpie markers. Buddy appeared in many places and many formats;The Sharpie Buddy, with rough, smooth and shiny surfaces to demonstrate the ‘any surface’ aspects, toured major shopping centres and town centres with a team who engaged passers by, talking about the product, its potential uses and benefits, particularly the ‘write anywhere’ aspect.People decorated Buddy by laying on the floor, youngsters were held aloft by parents to reach inaccessible spots etcThe website enhanced the live brand experience.Online visitors selected and ‘held’ virtual Sharpies (changeable nibs, choice of colours) to customise an online Buddy which the site then rendered in 3D.A Forward to Friends facility enabled the designs to be shared.ResultsThe Promotion far surpassed all targets, vizeMail & phone responses, roadshow traffic, cost per prospect, intention to purchase, market share, brand awareness and sales.Sharpie became brand leader in July 2007.Actual results are not for publication.Agency: Carbon Marketing Ltd. UKClient: Newell RubbermaidCampaign: Sharpie ‘Write out Loud!’
Scottish & NewcastleOverviewJohn Smith People’s Race offered the UK public a once-in-a-lifetime opportunity - to ride in a genuine horserace at Aintree Race Course on JS Grand National Day - raising £100k for charity. To be part of one of the world’s most exciting and famous sporting events struck a cord with the target market of C2D males as demonstrated by the age, occupation and interests of the applicants.John Smith’s is the UK’s number one bitter but the category was in decline. 2007 was the third year of John Smith’s Grand National sponsorship. Horseracing is the core ‘no-nonsense’ brand platform. The world’s most famous steeplechase is the major event in an annual programme of sponsored horseracing activity.John Smith’s doesn’t run any advertising in the UK market and the brief was to extend the period of time for which the JS Grand National was relevant; and to engage at every level with the target market: 40 - 60 yr old C2D males, ‘No Nonsense’ attitude who over-index on horseracing, betting and value for money.On and Off Line application process: Recruitment via Daily Mirror and Ladbrokes retail estate. Bespoke JSPR micro-site. 32 participants were short-listed from applications for anintensive 2-month ‘X- Factor’ style training schedule run in partnership with the UK’s two top racing training schools. Participants’ progress was monitored, published (via on-going advertorials in the Daily Mirror and daily blog entries) until just 10 riders were left.The promotional programme was supported throughout with a comprehensive schedule of PR in national & regional broadcast media. The scale of promotional media activity legitimised the extension of JSPR promotional programme to include:On-pack: free £10 sweepstake entry.On Trade kits: scratch-card distributed with every pint revealed a horse number and prize description. Customers with winning cards collected Prizes from one of over 5,000 participating pubs & clubs.ResultsThe Promotion far surpassed all targets, viz brand awareness, online hits, product sales, market share, media partnerships and purchase frequency.The JSPR was featured as part of BBC’s Grand National race day coverage, broadcast on BBC1 to 1.6m viewers, which contributed to an overall £2.3m in factored media value. Sky filmed the progress of the JSPR and broadcasted a 1-hour ‘reality TV’ documentary following the emotional journey of the participants at no cost to JS.The result was that JS far-exceeded all activity objectives and was so successful that it even generated category growth.Actual results are not for publication.Agency: Steam UK LtdClient: Scottish & NewcastleCampaign: John Smith’s People’s Race
Yotvata Dairies (The Strauss Group)OverviewWith more than 60% awareness and 25% of the Israeli population who wanted to experience the festival, this is a powerful, comprehensive campaign which boosted the Yotvata brand of milk drinks (chocolate/mocha milk drinks), whipped cream and milk, into new highs, above and beyond the competition.Since it was founded in the late sixties of the previous century, Yotvata dairies have produced consistently superior dairy products. Located in the Arava, Israel&apos;s southernmost region, most Israelis still cherish Yotvata as the last stop before the resort town Eilat. Although sold in 1998 to The Strauss Group, Israel&apos;s second largest dairy, Yotvata (The Kibbutz) still collectively remained as the only place to get superior milk products, and only 25 miles away from the ultimate family vacation destination – hence &quot;the taste of freedom&quot;.Nowadays, the Yotvata brand is a leading brand amongst the milk drinks, especially chocolate milk, a market leader against its main rivals. In 2006, however, one of these rivals had massively launched a competing chocolate milk line, directed to teenagers. Following this launch, the normally quiet market became turbulent, as Yotvata decided to bolster its brand values again.ConceptThe strategy was simple yet precise: to arrange a direct meeting between the brand and its target audience in its natural setting: the Arava, the desert, in a remote, star filled location, conveying the brand&apos;s experience of free spirit, nature and being Israeli.For the first time in Israel, the Agency decided to create a hot air balloon festival. The Yotvata hot air balloon Festival. A rare, unheard of idea, considering the fact that only one balloon had previously existed... Nevertheless, the balloon was chosen because it sends the spirit soaring, and is considered the pinnacle of freedom and nature. And highly visible.14 hot air balloons of different colors and designs were imported from the US, UK, Spain and Germany. A special balloon was painted in Yotvata&apos;s colors, would stay in Israel long after the competition was over, so it will make a year-round transportation vehicle.The campaign was a true 360 degrees campaign:A powerful TV campaign commencing two months before the festival, with a teaser of an up-and-coming movie that directed traffic to the web site for info and tickets.A mini-site presented the balloons pilots&apos; life stories, hot air balloons trivia and games, ticket info and times.A press campaign with daily festival ads in all newspapers and nature magazines.On Pack ticket discount offers on a purchase at the POS.A Promotion with Israel&apos;s leading portal built excitement amongst surfersA Promotion with Israel&apos;s most popular broadcaster, featuring radio trivia games and ticket giveaways.A strategic alliance with a famous hotel chain that manages six Eilat hotels, and an Israeli airline that flew to Eilat.An added dimension by local journalists, trendsetters and celebs, all of whom received complementary tickets in return to spreading the word.Trade Marketing & Sale force activities - Hotel accommodations and festival-related prizes were generously awarded.ResultsThe festival was great success. All the tickets were sold out a week before the festival, hundreds of people tried to get last minute tickets at 1.00 AM near the gates. Unprecedented media coverage, including a 4 minute video segment on national TV, pictures and even foreign media coverage, online coverage and YouTube clips.Over 60% of all the population of Israel heard of the Festival ! 25% of them wanted to be part of it!48% of the population of Israel made a clear connection between the brand and the promise: Freedom following the campaignExceptionally long lines at the Yotvata hotlines... it seemed that the word was really getting out...A buzz like no other. An exposure estimated at over a million dollars – comprehensive exposure second to none.Agency: Target Market Group. IsraelClient: Yotvata Dairies (The Strauss Group)Campaign: Yotvata Hot Air Balloon Festival
OCBC BankOverviewThe retail banking category in Singapore is competitive and crowded, with 4 local banks (DBS, POSB, UOB and OCBC) and international banks including Citibank, HSBC, Standard Chartered and Maybank all competing for customers. A key objective of any bank is to attract deposits which drive overall revenue.OCBC identified an opportunity to increase revenue by targeting young savers in Singapore. Although 3 banks offered accounts for children (POSB, UOB and Maybank), none was very active, and OCBC believed that there was a significant business opportunity in attracting these young savers to the bank. Success would be measured by the number of accounts opened and the total revenue value. The target was to open a targeted accounts in year 1, each with an agreed average $ value.StrategyThe Agency’s target was Singaporean families with children aged up to 10 years. It was vital to appeal both to parents, who would endorse their child’s choice of bank.Parents had two primary motivations :Starting a savings fund for their young children. In the Asian family context, children regularly receive financial gifts from relatives and family friends, and giving them a means to accumulate these gifts is a benefit.Starting the process of financial education. Asian parents are keen to prepare their children for the future from an early age, and financial understanding is a key part of this.ConceptThe Agency named the account – Mighty Savers Account. The product was designed to make savings fun for children – for every $1 saved they received a sticker so that they could track their savings progress in a fun way and receive rewards for accumulating set amounts.Children respond well to cartoon characters, from Mickey Mouse and Powerpuff Girls to gaming characters like Mario and Sonic. So two characters were created - Sally and Simon - to be the face of the new children’s account – the ‘Mighty Savers’. They were carefully designed to resemble the type of Asian cartoon characters with which children would be familiar, without being too stylized, which might alienate parents. They appeared on all Mighty Savers Account communication, materials and gifts.To introduce the characters the Agency developed a financial education programme for schools. Sally and Simon performed a musical production in which they would explain the benefits of saving their pocket money in child-friendly language.Sally and Simon also made regular appearances in branches and at Mighty Savers events in shopping malls close to branches to engage children and drive account opening.The Agency worked with FTA TV channel Kid’s Central to create a 10-part children’s TV series “Mandy and Her Mighty Adventures” featuring the Sally and Simon characters as the guardians of the magical Wrist Band which leads to the adventures. A DVD of the series was subsequently used as an account-opening incentive.The Mighty Savers Account was advertised on television (FTA and cable children’s channels) and in children’s magazines such as Thumbs Up and Disney Princess. To target the parents we advertised in mainstream newspapers including Straits Times, LianHeZaoBao and My Paper. Outdoor panels were targeted at strategic locations around schools and close to OCBC branches to reach both children and parents.Account holders received regular mailings featuring Sally and Simon to deepen the connection with the characters and OCBC bank, in order to create a generation of customers who have grown up with OCBC, just as their parents grew up with POSB in the 70s and 80s.ResultsThe Mighty Savers Account Programme exceeded the numbers of new Account targets and the average value of deposits.Actual results are not for publication.Agency: Y&R SingaporeClient: OCBC BankCampaign: Mighty Savers
BC Dairy Foundation / Milk: The Weak ShopThe creation of The Weak Shop sub brand marks a innovative approach to milk marketing. It’s bold, quirky, and talks to teens in an unusual way,” says Liz Gurszky, director of market development and communication, BC Dairy Foundation. “Instead of preaching to teens about health benefits, we’re really driving home our point that milk gives you energy by showing the performance consequences of not drinking enough milk in an offbeat, teen-relevant way.Advertising Agency: DDB Canada / Vancouver
Herbal EssencesOverviewIn recent years, changes occurred in the hair care industry which drove many consumers to try new brands. Consumer loyalty was low and experimentation was high across the category. Amidst these changes, Herbal Essences re-launched its brand. For years the brand had been built around the product’s central botanical fragrance. But when the re-launch refocused the brand on user benefits, the scent message was abandoned. Consequently, Hispanic women abandoned the brand in droves. With a high concentration of Latinas in the lucrative young adult target and their propensity to consume more hair care products than industry average, it became essential to recapture the Hispanic audience with a campaign that really speaks to them.The Agency needed toRevert US Hispanic Herbal Essences share index to the pre-relaunch level.Reverse the downward trend and improve the Health Index (HI) of the brand among Hispanics.Drive interaction with the brand via the website – Surpass the P&G average click- through rate.HERBAL ESSENCES ENLISTED A BIG SENSATIONAL BAND WITH BIG SENSATIONAL HAIR.RBD is a musical pop-rock group featuring an ensemble of men and women who grew popular from a Mexican telenovela on Televisa called “Rebelde.” This band’s members include three luscious-haired divas that perfectly represent the Herbal Essences brand. So Herbal Essences teamed up with RBD to begin a special promotion to gain consumer attention.HERBAL ESSENCES GOT ON THE BANDWAGON AND BECAME A TRUE FAN.To establish common ground between young Hispanic female consumers and the Herbal Essences brand, the Agency immersed themselves in this world. It wasn’t enough to just use RBD in name – the Agency involved the band in the Herbal Essences promotion and used the right channels to show the consumers that they understood the hype.HERBAL ESSENCES REACHED RBD FANS WHERE THEY HUNG OUT.Since young Hispanic women are big on social utility and staying connected, Herbal Essences offered promotions and used channels that recognized this insight. The Agency created a campaign centered on an RBD sweepstakes and supported the promotion in an integrated fashion both off- and on-line.Delivering the promotion in stores, each bottle of Herbal Essences contained a sticker featuring a special code. This sticker instructed consumers to take the code to the Herbal Essences MySpace page where it unlocked the secret RBD page. The RBD online community contained exclusive RBD content such as desktop wallpapers, ringtones and MySpace add-ons. The page also contained a section allowing users to register for the RBD sweepstakes. One winner was chosen as the grand prize winner. She could also select 5 friends to accompany her to the RBD premier concert, backstage passes to meet the band, and a makeover by RBD’s stylist.To support the RBD sweepstakes, Herbal Essences participated in the Totalmente Latina Tour – an annual event that focuses on the lifestyles and challenges of Latinas. Participants at the event got a mini-makeover by RBD stylists. Awareness for the Herbal Essences and RBD partnership as well as for the RBD sweepstakes was reinforced. To add hype and drive sales, the sweepstakes was promoted by Hispanic-targeted radio ads and DJ endorsements, online ads, a Spanish print ad, coupon inserts and in-store displays. Placements in relevant content areas drove high interaction rates. For instance, Herbal Essences RBD creative ran in the People en Español featuring RBD’s Dulce Maria.ResultsThe Herbal Essences RBD Campaign surpassed all targets, viz, increased share index, increased health index, the click through rate and sales.Agency: Leo Burnett, Arc Worldwide & SMG. USAClient: Herbal EssencesCampaign: Herbal Essences RBD
The North Face &quot;Outdoor Essentials&quot;How can you advertise in retail stores that have no advertising space because of housing thousands of competitive products? Package rocks, twigs and leaves as retail products and place them in the store space available - the product racks and shelves! These items showed customers that unless you buy the The North Face gear, you&apos;ll have to depend on these to survive outdoors. Customers were instantly drawn to the merchandise. (Some even wanted to buy them?!) Better still, purchase of the The North Face products increased by 38%. Not bad for a campaign built on twigs, leaves and stones.Agency: Saatchi & Saatchi Manila, Philippines
A simpe idea from Levi’s.Not just for Levi’s, but this is one of those simple ideas that just makes sense. Instead of chucking your old Levi’s, donate that shit youngins. Starting In January 2010, Levi’s care tags in their jeans will carry a simple message encouraging people to donate the item to Goodwill when done with it. That’s a cool idea. (Don’t worry, BBDO West has viral videos in the works to support the campaign.)Levi Strauss and Goodwill announced a partnership that aims to put billions of pounds of unwanted clothing to good use. BBDO West, San Francisco, the pro bono agency for Goodwill San Francisco, conceived the idea to turn Levi’s clothing care tags into a communications medium. Come January, the Levi’s brand will become the first major retailer to include a message to donate unwanted clothing on the product care tags affixed to its jeanswear.Levi Strauss & Co. and Goodwill have launched “A Care Tag for Our Planet“, a new initiative that aims to put billions of pounds of unwanted clothing to good use instead of into landfill. Beginning in January 2010, the Levi’s(R) brand will include messaging on product care tags that encourages people to donate unwanted clothing.“As a company built on values, we have long worked to promote sustainability in how we make our products and run our operations,” said John Anderson, president and chief executive officer of Levi Strauss & Co. “This initiative uses our global voice to empower hundreds of millions of consumers around the world to join us by providing simple and actionable ways to help care for our planet.”“A Care Tag for Our Planet is Goodwill’s first partnership of its kind designed to increase the life cycle of clothing and textiles to address the approximately 23.8 billion pounds that end up in U.S. landfills each year,” said Jim Gibbons, Goodwill Industries International CEO and President. “As the ‘Original Recycler,’ 166 community-based Goodwills in the United States and Canada collectively divert more than 1.5 billion pounds of clothing and textiles every year from landfill by recovering the value in people’s unwanted material goods. In addition to funding community-based services, these landfill diversion programs create job-training opportunities for more than 1.5 million people a year.”“We’re launching with the Levi’s brand as a founding partner because it’s an iconic brand with the ability to make an immediate impact with consumers,” said Goodwill of San Francisco CEO and President Deborah Alvarez-Rodriguez. “Our collective goal is to extend the idea of Care Tags beyond washing, drying and ironing–to encouraging consumers to donate these clothes when no longer needed. By doing so, millions of pounds will be diverted from landfill and thousands of lives will be transformed by the power of work in the Bay Area and across the country.”The new care tags will be available in Levi’s(R) retail and wholesale operations the U.S. beginning in January 2010 and the regional and global tags will appear in clothes in Fall 2010. The Levi’s(R) brand and Goodwill(R) will also spread the word to consumers through online viral campaigns and in retail store communications.This partnership was reached through shared values held by each organization: Levi Strauss & Co.’s goal to reduce the environmental impact of its products and Goodwill’s commitment to help communities recycle usable items while helping those in need.CreditsAdvertising Agency: BBDO West, San FranciscoExecutive Creative Directors: Jim Lesser, Jon SotoCreative Director / Copywriter: Mike BartiArt Directors: HewardJue, Melanie BartiAccount Team: Elana Shea, Kate LennonPrint Producer: Owen Bly
Hewlett-Packard TaiwanHP Original Rewards (HPOR) is an Asia-Pacific regional loyalty program specific designed for Small and Medium businesses (SMB), which is holding over than 12 regions and countries. Customers could redeem over than 100 gifts in the online catalogue through accumulating points from purchasing selected HP original cartridges.HPOR Taiwan is not only one of the biggest, longest running, and most extensive B2B loyalty programs in local market, but the result is also tremendous over the whole APAC.From 2007, an innovate development of combining recycling rewards into this program. This “double rewards” is to suit the client’s enterprise green image, and made the rewards concept more completely from producing, purchasing to recycling.Taiwan’s market is energetic by its numerous small and medium businesses. SMBs’ remarkable characters of mobility, intangible and cost-oriented make SMBs become the hardest segment to drive sales contribution. For our client, HP Image and Printing Group Taiwan, the biggest challenge is replacement/counterfeit cartridges problem. Compare to the high-volume purchasing enterprises, so called Most Valuable Companies (MVCs), SMBs are a high potential but unstable field. We provide a complete solution for our client not only to manage customers’ loyalty, but to increase the shipment, to raise the competitiveness against the low-price replacement cartridges, and real-time product control of SMB.The Agency needed to:Find HP printers’ installed base SMB clients and sustain the market share of supplies.Provide differentiated and customized service and programs to capture the mindshare of valuable SMBs, and develop the purchasing loyalty for original products and against replacement/counterfeit cartridges.Carry out client segmentation to allocate budget, and generate the best ROI result.Build HP brand loyalty toward target customers, and create up-sell and cross sell business opportunity for printers and hardwares (PC,NB, Server, Storage).The Agency developed a a point based loyalty program for SMBs to accumulate rewards for product purchases coupled with an electronic and automatic system platform to capture target SMBs’ contact information and product purchasing records, for HP to track clients’ transaction history and analyse buying behavior in a smart way.Other elements:Developing an easy adopt interface and process for the SMBs’ to join the program without any boundaries and earn rewards easily, so to create the best of users experience and satisfaction.Providing various categories and abundant reward gifts to stimulate the motivation of SMBs in participating program.Leveraging hardware’s marketing resource in program communication, to find installed based SMBs precisely and efficiently.Formulating the standard process of planning and evaluation, so for HP to allocate and control the marketing budget, and review the program performance comprehensively.Developing a reporting system to instant monitor program status and do analytics, so for marketers to make marketing decision.ExecutionSurfGold provide a comprehensive analysis and activities of HP supply products to lead customer loyalty.Increase member base on SMBs heavy users and thereby increase RoI. Analyze and invite qualified database on the previous local rewarding platform “Happy Points” On-going member recruitment from current HP Hardware SMB club member database. Recruit members from HP cartridge recycling program to build a complete loop from buying to recycling.A “Member Refer Member” long-term program was initiated to encourage member refer qualified SMBs joining in by earn extra points through interpersonal network.Accumulated a complete know-how on searching the right SMB target by SMB-related businesses and client’s existed database.Retention and Maintaining ActivitiesDivide the SMB customers from Gold, Silver and Basic tier by yearly purchase amount. Award gold member at most 200% regular points. Maintain a communication channel with members by monthly eNewsletter subscription.Bi-monthly promotions released through website and monthly eNewsletter, SMS, etc to drive members’ participation such as lucky draw, instant gift and bonus points awarding.The e-coupon sticker adhered on cartridges box as another form of genuine authentication.Marketing & Analysis ActivitiesSMB members’ interview and success stories sharing. Update online redemption catalogue every half year, keep increase the catalogue size to current 100+ gifts with vivid categories.Irregularly scheduled special holiday gifts to member’s attention and participation on the program, and indirectly increase the sales.Real-time online database-analyzing module contains SKU summary, member status, reseller status, top customer profile, points status, redemption status, etc.Fraud management. An automatic fraud-checking system can easily find the suspect accounts.ResultsProgram successfully rewarded heavy users.Program contributes to HPTW toner shares Increased product sell-through. Actual results are confidential.Agency: SurfGoldPte Ltd. TaiwanClient: Hewlett-Packard TaiwanCampaign: HP Original Rewards Taiwan
Brand PDD™ “ path to advocacy “framework<br />understanding<br />usage<br />monitoring<br />performance<br />buzz tracking<br />experiential<br /> Do you know what people are saying about you?<br />scan<br />engaging<br />audit<br />What do you want to achieve?<br />functional <br />emotional<br />reflection<br />loyal<br />fan<br />‘moment of truth.’<br />promise<br />deliver<br />delight<br />Advocate<br />
For our new "Just call us" campaign, we brought the slogan to the people. We built several LIVE accidents and placed these all around the country. Anyone could step into these accidents. And that generated thousands of unique photographs. At the "Just call us" LIVE website, people could download their own photo and vote for their favorite photos. The 80 photos that got the most votes were eventually used as outdoor posters. In this way, the Dutch people themselves determined what the new "Just call us" campaign looked like.<br />
During the Interbike trade show in Las Vegas, nuun had a gorilla chase a banana to promote banananuun, the banana flavored electrolyte tablets. The gorilla and the banana were very popular photo objects and their banananuun samples were seemingly also appreciated.<br />
To create awareness of the ChicagoNow.com blog “Arresting Tales” (http://www.chicagonow.com/blogs/arresting-tales/) which is written by an actual Chicago police officer, zig dressed up 10 shackled “prisoners” in orange jumpsuits that read “Check out Arresting Tales at ChicagoNow.com.” Accompanied by a “cop,” they wandered up and down Chicago’s tony Michigan Avenue, to the delight (and sometimes concern) of passersby<br />
Tnuva's Chocolate Dessert: Sweet Remedy for Broken Hearts<br /><ul><li>The Challenge: Promoting the new Tnuva Chocolate Dessert – the perfect cure for a broken heart using a tiny media budget.
The Insight: When subscribers to online dating websites are absent for a long time, and then sign-in again – it always means they were dating someone, and then broke up.
The Solution: Subscribers to Israeli JDate, who signed-in after a minimum of 7 days absence – got a personalized banner, offering them a cure for their broken heart: a free Tnuva’s Chocolate Dessert!</li></ul>Advertising Agency: McCann Erickson, Tel Aviv, IsraelVP Creative: Eldad WeinbergerVP Digital Creative: Eyal CarmiCreative Director: Ido Ben-DorArt Director: Mel CaspiCopywriter: SaharLewensteinContent Development & Social Media: NirRefuahDigital Production Direction: Max Shcherbakov, Tammy Katz ZaraDirector of Web and IT Development: Niv KantorReleased: January, 2010<br />
http://www.youtube.com/watch?v=ZmU_WKqoN6Y<br />McDonald's: Steaming Transit Shelter<br />Your free coffee is ready. Get a free small coffee during breakfast hours.<br />A steam machine was built to fit inside a transit shelter and periodic bursts revealed a message during a free coffee promotion at McDonald's.<br />Advertising Agency: Cossette, Vancouver, CanadaCreative Directors: Rob Sweetman, Bryan CollinsArt Director: Rob SweetmanCopywriter: Bryan CollinsProducer: Wendy MoriartyProduction: Dyna GraphicsPublished: November 2009<br />
A poster covered with sealed air bubbles invites polution plagued pedestrians to soak up the fine mountain air in the car-free mountain resort «Braunwald» (Switzerland). A campaign by «Braunwald Tourism» in all major cities in german-speaking Switzerland.<br />
Inuktitut Path Puzzle - Starting at the arrow, move along the path to connect the letters in such a way that they spell a famous quote. Some letters can be used more than once. You can also move forward and backward along the path.<br />To promote the globe-trotting spirit of the Land Rover. Each execution features ordinary puzzles in scripts of exotic languages from far corners of the world. This created an interactive yet cost-effective way to highlight the Land Rover brand's thirst for adventure<br />
"A great insight provides the basis of a social experiment that represents one of the best CSR campaigns to date. Campaigns promoting responsible behaviour don't have to be apocalyptic or po-faced to make an impact."<br />Volkswagen|The Fun Theory<br />
Procter & Gamble<br />P&G wanted to extend the Pringles product line, Mini Pringles, for consumers who are “on the go”, but they didn’t have a budget for a TV Campaign.<br />The Agency’s solution was to use multichannel activities to deliver a ‘taste, fun & small size’ message to the target consumers, males & females, 13-32 tears (core 16-22), urban, students, who are modern, fashionable, easy going and keen to try new brands. As well as building solid product awareness and trail.<br />
Newell Rubbermaid<br />Sharpie markers are a market leading US brand of permanent marker pens with a wide selection of nibs and colours that writes effortlessly on almost any surface.<br />The Sharpie roadshow successfully addressed (market leadership) a dated, dull product category lacking any consumer interest. Being re-useable and easy to work with, Buddy was as roadshow-friendly as he was people-friendly.<br />While insight driven, the very simplicity by which the Buddy installation facilitated self expression and shared expression was the reason so many embraced the campaign. At every event, Buddy was covered from head to foot in signatures, doodles, drawings, poems, footballers’ names, lovers’ names and many more – the needs of a ubiquitous target market were widely addressed.<br />
Scottish & Newcastle<br />John Smith People’s Race offered the UK public a once-in-a-lifetime opportunity - to ride in a genuine horserace at Aintree Race Course on JS Grand National Day - raising £100k for charity. To be part of one of the world’s most exciting and famous sporting events struck a cord with the target market of C2D males as demonstrated by the age, occupation and interests of the applicants.<br />John Smith’s is the UK’s number one bitter but the category was in decline. 2007 was the third year of John Smith’s Grand National sponsorship. Horseracing is the core ‘no-nonsense’ brand platform. The world’s most famous steeplechase is the major event in an annual programme of sponsored horseracing activity.<br />John Smith’s doesn’t run any advertising in the UK market and the brief was to extend the period of time for which the JS Grand National was relevant; and to engage at every level with the target market: 40 - 60 yr old C2D males, ‘No Nonsense’ attitude who over-index on horseracing, betting and value for money.<br />
Yotvata Dairies (The Strauss Group)<br />With more than 60% awareness and 25% of the Israeli population who wanted to experience the festival, this is a powerful, comprehensive campaign which boosted the Yotvata brand of milk drinks (chocolate/mocha milk drinks), whipped cream and milk, into new highs, above and beyond the competition.<br />Since it was founded in the late sixties of the previous century, Yotvata dairies have produced consistently superior dairy products. Located in the Arava, Israel's southernmost region, most Israelis still cherish Yotvata as the last stop before the resort town Eilat. Although sold in 1998 to The Strauss Group, Israel's second largest dairy, Yotvata (The Kibbutz) still collectively remained as the only place to get superior milk products, and only 25 miles away from the ultimate family vacation destination – hence "the taste of freedom".<br />Nowadays, the Yotvata brand is a leading brand amongst the milk drinks, especially chocolate milk, a market leader against its main rivals. In 2006, however, one of these rivals had massively launched a competing chocolate milk line, directed to teenagers. Following this launch, the normally quiet market became turbulent, as Yotvata decided to bolster its brand values again.<br />
OCBC Bank<br />The retail banking category in Singapore is competitive and crowded, with 4 local banks (DBS, POSB, UOB and OCBC) and international banks including Citibank, HSBC, Standard Chartered and Maybank all competing for customers. A key objective of any bank is to attract deposits which drive overall revenue.<br />OCBC identified an opportunity to increase revenue by targeting young savers in Singapore. Although 3 banks offered accounts for children (POSB, UOB and Maybank), none was very active, and OCBC believed that there was a significant business opportunity in attracting these young savers to the bank. Success would be measured by the number of accounts opened and the total revenue value. The target was to open a targeted accounts in year 1, each with an agreed average $ value.<br />
Hewlett-Packard Taiwan<br />HP Original Rewards (HPOR) is an Asia-Pacific regional loyalty program specific designed for Small and Medium businesses (SMB), which is holding over than 12 regions and countries. Customers could redeem over than 100 gifts in the online catalogue through accumulating points from purchasing selected HP original cartridges.<br />HPOR Taiwan is not only one of the biggest, longest running, and most extensive B2B loyalty programs in local market, but the result is also tremendous over the whole APAC.<br />From 2007, an innovate development of combining recycling rewards into this program. This “double rewards” is to suit the client’s enterprise green image, and made the rewards concept more completely from producing, purchasing to recycling.<br />Taiwan’s market is energetic by its numerous small and medium businesses. SMBs’ remarkable characters of mobility, intangible and cost-oriented make SMBs become the hardest segment to drive sales contribution. For our client, HP Image and Printing Group Taiwan, the biggest challenge is replacement/counterfeit cartridges problem. Compare to the high-volume purchasing enterprises, so called Most Valuable Companies (MVCs), SMBs are a high potential but unstable field. We provide a complete solution for our client not only to manage customers’ loyalty, but to increase the shipment, to raise the competitiveness against the low-price replacement cartridges, and real-time product control of SMB.<br />
Best Integrated Communications Campaign<br />http://www.maaw.org/globesAwards/winners.aspx?id=1438&catid=36<br />