Road Safety "Bleeding Billboard"

Rain changes everything. Please drive to the Conditions.

Check the video here:
Bleeding Billboard

Agency: Colenso BBDO Auckland, New Zealand.

Inspiration.

Scratching the Surface is a project by portugese artist Alexandre Farto (Vihls).

Check the video here:
Scratching the Surface

via

Misereor. Ihr Hilfswerk "The Donations Poster"

Passers-by could make 50-cent donations by throwing coins into a slot in the poster. Piece by piece, the coins fill the acrylic cylinder of the injection's syringe. Measurement units on the cilinder of the syringe show how many coins have already been donated and how many injections can be paid for with the amount - helping the Misereor relief organisation to vaccinate children around the world against infections.

Agency: Kolle Rebbe Hamburg, Germany.

TBWA\Vancouver "Eco bags"

TBWA\Vancouver has launched a line of environmentally-friendly bags, turning the standard shopping bag into a fashion accessory. These bags have generated buzz as far away as London and New York, winning awards and becoming a local in-demand product. The bags feature cheeky headlines such as, “See ladies, I am sensitive” and “My other bag is in my SUV”. The bags were intended to steer away from the too-earnest feeling of most environmentally-friendly products, and for this reason, several of the bags feature incongruous images such as a logger at work or a monster truck.

The bags are available to order through the website at http://tbwavan.com

Agency: TBWA\Vancouver, Canada.

Standard Bank "Home improvement envelope"

With a limited budget, Standard Bank requested a direct mail piece that would communicate the benefits of Access Bond to its current clients with existing home loans. Acces Bond gives clients access to the equity available in their bond. The money can then be tranferred into an Access Living card and used for a range of things, from home improvements to holidays. Using a simple envelope they conveyed the benefits of Access Bond to the recipient quickly and easily by using beuatiful illustration. As soon as the envelope is opened an additional room/level is added to the roof of house demonstrating the benefit of Access Bond in an immediate and visual way. Clients who received the mail were engeged and the unusual design on the envelope encouraged them to open the communication.

Agency: TBWA\Hunt\Lascaris Johannesburg, South Africa.

Amnesty International "Eye Tracking"

Raise awareness of domestic violence. To motivate people to look more closely in future and help prevent domestic violence. Let people directly experience how domestic violence is hidden from view. The world's first billboard wich reacts when people look at it. An "eye tracking" camera connected to a digital billboard. The billboard displayed a man beating his wife - as long as nobody was looking. But as soon as somebody looked directly at the billboard, then after a brief, pre-proframmed time delay, it changed into a photo of the same couple pretending to be happy. The billboard made observers part of the situation. Some of them interacted with it for several minutes. Every contact left a strong impression. many newspapers and blogs reported on the campaign.

Agency: Jung von Matt Hamburg, Germany.

WirtschaftsWoche "Executive chair rodeo"

To stay on top in business, you need top information. Today more than ever. WirtschaftsWoche, Germany's leading business magazine, provides this information. They wanted to show this with a spectacular stunt. Under the slogan "Stay on top", they created the world's first executive chair rodeo. Instead of a bucking bronco, they mounted an executive chair on a bull riding machine and started an event roadshow, calling at business fairs in Germany. Lots of fun. And lots of attention for Wirtschaftswoche. The ride made the Wirtschaftswoche stand a key highlight at every fair. Not only boosting traffic - but also the number of subscriptions.

Agency: Jung von Matt Spree, Germany.

John Caples Awards entries now open.

The only direct marketing awards show judged solely on creativity. The only direct marketing awards show judged solely by more than 80 top-level creative directors. The only direct marketing awards show to enter if you're only going to enter one.

Entry deadline: Monday, september 28.

Download your entry kit here:
Caples Awards

IKEA "Staircase Drawer"

The objective of the communication was to highlight IKEA’s innovative ways to save space. The idea presents IKEA store’s main staircase as a chest of drawers with everything inside neatly organised, highlighting the efficient use of space in an impactful and larger-than-life manner. Bronze Cannes Lions Outdoor Winner.

Agency: Lowe & Partners Kuala Lumpur, Malaysia.

IKEA "Home furnishing liner"

Persuade the Japanese consumers that home furnishing is a great and fun way to improve their life at home and succesfully launch IKEA's first store in Kansai region. They hi-jacked an entire train both inside and outside, furnished with IKEA extiles, demonstrating that a monotonous daily place can be transformed into a place full of inspiration, with just a piece of textiles. The train is a symbolic line connecting from the centre of Kobe-city to IKEA Portisland store, that represents “From the place to sleep To home to enjoy”. TV, newspapers, online and other media made the IKEA launch event/store opening a major story, creating extensive WOM. Opening day sales set the world record for all IKEA stores, with nearly 40,000 customers. Bronze Cannes Lions Outdoor Winner.

Agency: ADK Tokyo, Japan.

Rodney District Council "Grenade"

The Rodney district contains a highway that leads north of Auckland, New Zealand's largest city. It’s one of the most dangerous roads in New Zealand and has a rising death toll due specifically to speeders. The message: Slow down. They wanted to prove how violent the force in a crash was, so they had an engineer calculate what a head on collision would be equal to in grenades. At 125 kph it is equal to 10 grenades exploding. To demonstrate this they blew up a car, collected the debris, reconstructed it with 1000's of pieces of string and invited people to see it. Visitors included the Government officials, TV3 news (News Zealand's main news station) and, but most importantly, a surprising number of 18-25 year old males. Bronze Cannes Lions Outdoor Winner.

Agency: Saatchi & Saatchi Auckland, New Zealand.

Anti Drink Driving Awareness Campaign "Art Against Driving - Phase 2"

They took parts from a car that was wrecked in a drink driving accident and fashioned a wheelchair out of the parts. They then displayed it at a college where this crude example of art imitating life, juxtaposed with a hard-hitting message, caught the attention of passers-by. Finally, they put up pledge boards for people to show their support for the campaign. In July 2008, they launched a college competition where students can create their own interpretations of the result of drink driving. Bronze Cannes Lions Outdoor Winner.

Agency: BBDO/Proximity Kuala Lumpur, Malaysia.

Rodney District Council "Haunting Girl"

Speed around schools has always been a huge issue in the Rodney district. So to get people to slow down they created a poignant campaign that would get people thinking about how it would feel to kill a child. To launch the campaign they plastered the whole district with images of a haunting little girl. For two weeks people saw the mysterious girl on walls, poles, around schools, shopping malls, parks, road sides, etc. Then during week three of the campaign they placed a sticker over the girl revealing the line, “The kids you kill never leave you.” Silver Cannes Lions Outdoor Winner.

Agency: Colenso BBDO Auckland, New Zealand.

Dunlop Falken Tyres "Melody Road"

For the safety awareness of DUNLOP, a Japanese tire manufacturer, they tried to make a road which plays a melody when the car runs. This set place in cooperate of NAGANO Prefecture , Japan. By making a groove on a road, a melody will run out by a friction. The reason why this turns out to be safety awareness, is that the melody won’t turn out if the car is not running by 40km/h. Gold Cannes Lions Outdoor Winner.

Agency: Dentsu Razorfish Tokyo, Japan.

Earth Hour "Monuments"

In the third year of Earth Hour, it was time to turn the symbol of switching off the lights into real action against global warming. In December 2009, world leaders will meet in Copenhagen to determine if policies are made to take action against global warming. They targeted this meeting as a critical opportunity for people of the world to make their voice heard. To unite the world to take action, they transformed the light switch into a vote, and held an election between Earth and Global Warming. They asked the world to VOTE EARTH by switching off their lights for Earth Hour, with the goal of presenting the votes to world leaders in Copenhagen. Over 4000 cities in 88 countries voted by switching off their lights. This transformed the world’s lights into a medium, to create a global mandate for change. Gold Cannes Lions Outdoor Winner.

Agency: Leo Burnett Sydney, Australia.

NYC & Warner Brothers "Oasis Dig Out Your Soul"

Oasis taught over twenty NYC street-musicians unreleased songs from their album "Dig Out Your Soul." Those musicians took to the streets to perform the songs – weeks before the album launched. Acclaimed directors, The Malloys, documented the whole event. Gold Cannes Lions Outdoor Winner.

Agency: BBH New York, USA.

Fantastic Noodle Cups "Pimp My Kettle"

The Cup Noodle market is keenly contested by a few major players – one of which is Fantastic. Whilst Fantastic is a strong player, the category is very susceptible to price promotion. Their campaign objectives were to drive sales and, in doing so, create a stronger franchise for the Fantastic brand to make it less vulnerable to price promotional activity by competitor brands. The key strategic leap was a decision to shift the target to Fantastic’s end consumer (Generation Y males) rather than Female Main Grocery Buyers (who for the most part, buy the product). After spending some time talking to their target audience, they told them that life is too much fun to take everything seriously – especially cup noodles. They decided that the best approach to this campaign was, to use the technical term, “take the piss”. They developed a campaign called ‘Pimp My Kettle’. This was a parody of the MTV programme ‘Pimp My Ride’, but instead of cars, it was kettles. The campaign had many touch points including interstitials and in programme content on MTV, a website, radio, outdoor, magazine, street press, PR and a sampling programme featuring a pimped up van that toured Australia. The website featured kettles that had been ‘pimped’ by well known cult artists, such as Ben Frost and celebrities, such as Harry Kewell. As part of their MTV negotiations, an event was held at the MTV Gallery, Sydney. On the night, they held an auction of the pimped celebrity kettles to raise funds for the Youth Off the Streets charity. Our celebrity ‘pimpers’ and some lucky consumers attended the event which was a PR success. During the campaign, they also ran 2 national sales promotions featuring ‘pimped’ up prizes. There were over 40,000 unique visits to the Pimp My Kettle interactive website. Tracking research showed strong lifts in awareness, brand preference, intent to purchase and best tasting noodles scores and nearly half of their target audience said they had seen the campaign. Most importantly, sales throughout the campaign period were up by 34%. Bronze Cannes Lions Media Winner.

Agency: OMD Sydney, Australia.

In Gandhi's Shoes "Currency"

Use the largest circulated paper in the world! In India, violence and crime are on the rise. India needs Gandhi's message of peace and non-violence, once again. And who better to spread the message than Gandhi himself. Every Indian currency note has a picture of Gandhi on it. They decided to make Gandhi talk again by using this medium. They made post-its in the shape of speech blurbs which had Gandhi's quotes on it. People stuck these post-its next to Gandhi's picture on the note. So now every time the Indian currency note exchanges hands, so will Gandhi's messages. Post-it notes in the shape of speech-blurbs were printed which had quotes of Gandhi. Over 300 shopkeepers at Sarojini Nagar, New Delhi, a very crowded market where a bomb blast killed 53 people in 2005, have volunteered to distribute these to their customers. Every time they hand out change they stick a quote of Gandhi on the curency note and then give. So every time the currency note exchanged hands, so will Gandhi's message. 1. Over 300 shopkeepers have volunteered to take the idea forward by distributing the stickers to their customers. 2. The notes with Gandhi's message are in circulation. 3. Gandhi had started talking 61 years after he was killed. 4. The media has picked up the story and the idea is getting coverage in popular newspapers and television channels. Gandhi is back in circulation. Bronze Cannes Lions Media Winner.

Agency: Publicis Gurgaon, India.

Anti-Vandalism Campaign "Labels"

The campaign tries to raise awareness between the citizens regarding the importance of civic behavior. Currently the Town Hall’s expense to replace city furniture as a consequence of vandalism is one of the highest in Europe. This is why, it was essential to face the matter directly, making public the amount of unnecessary money spent for this matter. Target group: Since it is a campaign to raise social awareness the target group is all citizens of Navarra. Innovation: The concept that has been used is "Taking care of your city costs you nothing, Pamplona pays 1.5 million euros." The action involved hanging tags with prices on all those elements that belong to the Town Hall and that are susceptible to generate a cost due to their incorrect use. They have used a wide range of magenta tags, different in size and content. There were small tags, almost 15cm (for dog excrements) up to huge tags of more than 3 meters (for emblematic monuments). The reverse side of the tag explains the action: Example: The Town Hall of Pamplona invests 200,000 Euros each year to repair banks. “Taking care of your city has no cost for you, Pamplona pays 1.5 million Euros”. The effect obtained has been shocking and innovative. Citizens have become conscious of the great expense that vandalism acts mean. This campaign is an innovation given the spectacle and impact of the action. The whole city woke up coloured with magenta tags that made the amounts spent a real problem. The action recieved great notoriety and national media repercussion (TVE, Tele 5 TV, the Spanish leading television, Diario 20 minutos, …), locally (Canal 4 TV, Canal 6, Canal Sur TV, Diario de Navarra, Diario de Noticias, AND…), online news (20 Minutos, Atlas-news, Yahoo news…) as well as between all citizens. Bronze Cannes Lions Media Winner.

Agency: Gap's Pamplona, Spain.

Taxi 7:24 Chevrolet "Taxi Rockola Chevrolet"

They needed to regain the leadership that the Taxi 7:24 Chevrolet was losing a year ago on the market. The target are colombian taxi drivers who had begun to lose confidence in their brand and in their taxi 7:24 Chevrolet. If a taxi driver transports and talks with so many passengers daily, they should have lots of good stories to tell. They found a natural way to bring the brand to the target and make them feel fully identified with the communication. The creative strategic solution was to convert the target into the main character of the campaign. Because of the target profile, radio became their principal media, however, media such as outdoor, ambient, print and TV allowed them to strengthen different moments of the campaign. The taxi drivers were so identified with the brand, that they looked at it again as a closer brand which generate's their trust. The perception of the taxi 7:24 improved so much with the campaign, that they achieved a 25% increase in sales. By December 2008, at the closure of the campaign, the monthly sales reached 52% more units than when they launched “Taxi Rockola”, and nearby competitors reduced theirs by 18% in the same period. They went from selling 289 units, to currently selling 403 units, for a total closure of the campaign with 2015 units sold. Bronze Cannes Lions Media Winner.

Agency: Sancho BBDO Bogotá, Colombia.

The Green Party "The Coral Cemetery"

The Red Sea Coral Reef is being killed at an alarming rate – 70% is dead. The Green Party wanted to make the general public, especially reef tourists, aware of the alarming rate of destruction and the urgency of conservation. Their insight is that many people fail to believe that so much of the coral is dead. Their strategy was to communicate to people at the actual time and place where the coral had died in order to create awareness of the destruction and their role in its fate. They created an environmental installation of a “coral cemetery” consisting of 75 floating graves on the site of the Northern Red Sea beach. The graves carried the names of coral reefs that had died. The installation was created during the heavy tourist season targeting the short-term tourists who create the damage. By sign-posting the places where the coral had died we influenced reef visitors to take action and protect the areas where the coral was still living. The story also reached the wider public and was featured on national cable and terrestrial TV news (HOT, Channel 1) and the local press. By gaining extensive “free” media coverage, they succeeded in amplifying their message and putting the Reef’s fate back on the nation’s agenda. Bronze Cannes Lions Media Winner.

Agency: Shimoni Finkelstein DraftFCB Tel Aviv, Israel.

Nikon "The sensory light box"

The location was a multiplex electronics shopping mall where various brands compete. Ideas were needed to create a differentiable brand image for the Nikon D700, starting from the entrance of the mall and eventually generating actual purchases. Seoul Sindorim Subway Station is one of the largest stations in Korea with daily passing population of five hundred thousand people. An outdoor light box equipped with a motion detector was installed at the connecting passageway at the station, along with a red carpet leading to the Nikon shop located in the mall. This interactive light box made people feel as though they became superstars walking down a red carpet for a luxurious award. This experience has created a very special and unique brand image of the Nikon D700 and succeeded in triggering purchase intentions. Strengthen a positive brand image of the Nikon D700 and maximize sales among passersby of Sindorim Subway Station (five hundred thousand per day). Bronze Cannes Lions Media Winner.

Agency: Cheil Worldwide Seoul, Korea.

Smart "Half Price"

Their challenge was to launch the smart in São Paulo - a city dominated by cars, with a huge public transportation deficit - on a very modest budget. There were no minicars in Brazil, therefore, smart was bringing a new concept in space usage. Their target was people who are deeply interested in cultural and social life and for this reason prefer to live in large cities even if they have to face an everyday battle for parking spaces. For either work or leisure activities, finding a parking space is tough, and people usually park their cars on expensive parking lots scattered throughout the city. Their insight came from one of smart’s major benefits, occupying little space and showing that this is a major advantage by appealing to the consumer’s most sensitive side: the wallet. Without a budget large enough for traditional media, how could we communicate the car’s main attribute, its space usage, to a great number of drivers? In Brazil, students, seniors and special card holders pay half-price tickets for cultural events. Following this trend, they created “smart half-price.” More than a promotion, the idea was to create a buzz and give visibility to the car’s greatest attribute: it occupies half the space of other cars. A partnership with a large chain of parking garages was established, and they placed signs at the entrances informing: “smart pays half-price.” Parking spaces were split in half to show the exact dimensions of the car. In doing so, they created an alternative form of street communication disguised as a promotion. The concept of “smart pays half price” was later extended to toll booths, car washes, ferry boats and even to unregulated curbside valets. Their results could not be calculated by the number of people that effectively took advantage of the promotion, but by the number of people impacted by the signs. The overall cost was low, even considering the subsided discounts, because there were very few smart cars on the streets when the campaign was launched. Not everybody took advantage of the promotion, but everyone saw the signs! They managed to communicate that smart occupies half the space of a regular car in 106 spots around Sao Paulo. An average of 25,000 clients was directly impacted per day in a moment when parking costs were a relevant issue. Traditional media would not offer the same impact and the same coverage with the same budget. Bronze Cannes Lions Media Winner.

Agency: Ponto De Criaçao São Paulo, Brazil.

ANAD "Contemporary Beauty Ideal"

ANAD is a pro bono organisation. Its aim is to educate the public about the dangers of eating disorders. The problem is: the public knows about anorexia, but does not regard it as a serious, potentially fatal disease. Because the fashion industry still employs abnormally thin models. So no wonder that the beauty ideal of the 21st Century seems to be: the thinner, the better. That’s why some 500,000 young girls are currently starving themselves to death. They reach out to an audience that expects to see depictions of beauty. They show them that beauty ideals have changed. Drastically. So they painted three classic masterpieces for a second time, just slightly altered. And displayed the new paintings in renowned museums. Right between other masterpieces. Right where visitors would expect to find beauty. The surprise encounter with the altered paintings left a lasting impression on most visitors: some of them were truly shocked. Several local and national newspapers even ran articles about the campaign. Subsequently, the traffic on ANAD’s website increased by 16 %. And ANAD received some remarkably high donations. Bronze Cannes Lions Media Winner.

Agency: Ogilvy Frankfurt, Germany.

Youth Off The Streets "The longer they're here..."

There are over 100,000 children living on the streets in Australia. As the name suggests, Youth Off The Streets is a charity that supports these young Australians as they work to turn their lives around and overcome immense personal traumas such as neglect and physical, psychological and emotional abuse. Their challenge was to increase awareness of youth-homelessness and prompt people to donate to Youth Off The Streets. A series of disturbing proven facts were at the heart of the idea. In the words of Father Chris Reilly, founder of Youth Off The Streets: “Once you’re on the streets, you’ll be sexually assaulted within two or three days, you’ll be a drug addict within five days, and be dead before you’re 21, if you don’t get help.” Put simply, the longer a child is on the streets, the worse it gets. They created life size, die-cut street posters of children, printed on low-grade stock and featuring a URL and phone number for donations. They then carefully scouted and selected a variety of urban locations in which they were confident the posters would rapidly degenerate. Their “The longer they’re here ...” street posters were thus an un-ignorable metaphor for exactly what happens to children on the street. As time passed, they were sun-bleached and slightly ragged, then torn, defaced and abused. Then finally, after weeks of crying out for help, they were gone. The campaign ran in December 2008. It attracted national press and radio and international online coverage. During the campaign period, a total of AU$92,000 in donations was received - enough to provide hot meals to over 200 kids every night for six months. Online donations increased by a massive 400%. 2x Bronze Cannes Lions Media Winner.

Agency: Lavender Sydney, Australia.

Belgium Association of Urologists "Dripping Monument"

Prostate cancer is the most common cancer amongst men. One of the symptoms is the increasing difficulty to urinate. However, when detected and treated in the early stages of disease, prostate cancer has a cure rate of over 90%. The Belgian Association of Urologists asked them to raise awareness about prostate diseases by convincing men to visit their urologist for a screening. But how can you reach all Belgian men without a media budget? They took Belgium’s most famous landmark: Manneken Pis, a small bronze fountain depicting a naked little boy urinating. Simply by lowering the water pressure they turned Manneken Pis into Manneken Drip. To the spectacle, they added a sign reading ‘Having trouble urinating? Have a prostate check today.’ The reactions were overwhelming. The dripping statue was an item in every possible newspaper and an issue on more than 15.000 websites. Their action got coverage on national radio and tv news. Urologists were interviewed to explain the problem on television. and EU Health Commissioner Markus Kyprianou spontaneously supported their action. But more important: the awareness campaign didn't miss its goal. Their message reached an estimated 85% of the Belgians. Bronze Cannes Lions Media Winner.

Agency: Famous Brussels, Belgium.

FOMPI/C. A Cinemas "Piracy"

There are at least 1000 pirated movies resellers in their city. With pirated DVD’s going for a third of the price of a movie ticket, Cinemas are losing big. FOMPI--Fomento y Protección de la Propiedad Intelectual--, (Fund for the Protection of Intellectual Property) who represents the two biggest Cinema groups in the country, asked them to develop a new way to spread their message against buying pirated movies. They developed a continuous live advertising: Their own piracy resellers, and used PIRATED MOVIES AS THE MEDIA TO SPREAD THEIR ANTI PIRACY MESSAGE. Tey sold their pirated movies for the usual price of $1. After a few minutes the movie was played, it jammed and their message appeared on the screen: You get, what you pay for. The money you paid for this movie will be used to produce more copies like this one. If you don't want this happening to you again, don't buy pirated movies. They started in December with 300 movies. By the end of February they had produced and sold more than 3,000 using just the money people paid for their copies. The numbers are increasing every week, meaning that more people are being exposed to their message. Meanwhile ticket sales are slowly increasing versus a year ago. The word on the street about their movies has spread and now people are thinking twice before buying a pirated movie. At the end, Pirated movies turned out to be the perfect media to go against pirated movies. Bronze Cannes Lions Media Winner.

Agency: Leo Burnett Guatemala City, Guatemala.

ARS Humano "Tags"

For the 2008 plans the client wanted to attack breast cancer with an action to be executed on October 19th, the day dedicated internationally to this cause. With a budget of approximately 5 thousand dollars the client asked for a campaign that promoted the self-evaluation test. The target audience was female across all the ages which were susceptible to breast cancer. The insight was based on the place and timing in which the activation took place. In order to try the piece of clothing you had to break and read the tag. All in the most ideal moment. Early cancer detection is the best way to save lives. The problem lies in the way in which past campaigns transmitted that message, because they never took into account the privacy and intimacy this simple process required. This one did. It started with a strategic negotiation with major lingerie stores in the country. They placed a tag that looked like it came with the garment in every bra in their inventory of a quarter of a million. Due to the difference in size and designs, the bra is the only piece of clothing that women have to try out before buying, which made this the perfect moment to perform the self-evaluation breast exam. In order to try out the bra women had to remove the label, when they opened it they found 4 simple steps to perform the examination. They didn’t have the opportunity to check the amount of women that performed the self-evaluation, but we did measure the amount of breast scans performed on ARS Humano Affiliates: an increase in 42% in comparison to last year. The action stirred the media and created free press in TV and radio shows. During October and November the amount of affiliates grew by 16%. All were women. Bronze Cannes Lions Media Winner.

Agency: Pagés BBDO Santo Domingo, Dominican Republic.

AVRO "Hidden Phone"

In the Dutch reality show 'The Phone', anyone can be surprised by a mobile phone anytime, anywhere. Pick it up, and you'll suddenly find yourself in a live reality TV game to win 25,000 euros. The show had a successful 2007 season. The 2008 goal was to acquire as many new fans as possible. The target audience: all viewers who like exciting reality TV needed to be convinced to give The Phone a try. They were asked to generate extra (free) media attention for the start of the second season of the show, keeping in mind a low budget. The main communication insight was that the concept of the show itself could actually be used in a surprising way to let more people experience the excitement it has to offer, making the campaign relevant to both the client and the target audience. They wanted to stay true to the core idea of the program and prove that The Phone can pop up anytime, anywhere. So they secretly hid mobile phones in the most widely viewed live TV and radio shows in Holland. And called them. The trademark ringtone interrupted the programs for minutes. When finally found and answered, the actual 'The Phone' voice-over told the TV hosts that the second season would be on soon. The hidden phones were programmed on speaker mode, so all the viewers heard the message as well. The commotion seen is real and it has the same feel as the program. None of the programs in which the phones were placed knew about it or were paid to cooperate in any way. The stunt was picked up by several news programs, newspapers, weblogs, etc. They made videos readily available online everywhere minutes after things had happened. Bronze Cannes Lions Media Winner.

Agency: New Message Amsterdam, The Netherlands.

Refugee Aid Belgium "Refugee Game Show"

Refugee Aid Belgium (Vluchtelingenhulp België) was concerned about the arbitrary criteria the Belgian government uses to decide with refugee can stay and which refugee has to be expelled. Due to a lack of legal guidelines life changing decisions are often based on no more than appearances. To show this painful reality they simply forced normal people like you and me to trade places with the official jury and in this way experience the inefficiency of the procedure. 5 real refugees were seated in a glass house in the centre of Brussels. Passers-by were asked to participate in ‘The Refugee Game Show’ and vote for their favourite refugee. Only the winner could stay in Belgium, the others were to be deported. Just like the government officials the passers-by had to make a tough, life changing decision based on just a few simple facts : name, age, place of birth and most important of all, looks. People could vote on the website, and it got flooded with votes and outraged mails. The glass house appeared on every news broadcast, made every paper and hundreds of blog-sites. The media pressure was so strong that during the formation of the new Belgian government the first policy all parties agreed on was the urgent reform of the Belgian immigration policy. They couldn’t have asked for more. Bronze Cannes Lions Media Winner.

Agency: Famous Brussels, Belgium.

Proximus "Outside Office"

Proximus Vodafone, the biggest mobile network provider in Belgium, developped the VMCC card : a network card that allows you high-speed acces to the internet wherever you are. Without wires or a WiFi connection. How can they proof the efficency of this product to companies and give it a lot of attention. As an advertising agency, they decided to set the example. On November 6, 2008, they set up a mobile office for a day. A big part of the agency worked the day in the middle of a field outside the city. Thanks to the Proximus Vodafone network cards, they had full access to their e-mails, calendars, our fileservers, the internet, etc. Everything they needed as an agency to do their job was available to them. As proof, they create a blogsite and had people, working outside, update it continuously throughout the day. ‘The ultimate proof that you can easily access the internet wherever you are', received a lot of regional and national press attention, and was an item on dozens of blogs and websites. The price of this event ( camping gear, a boyscout tent and some french fries) about 500 Euros. Bronze Cannes Lions Media Winner.

Agency: Famous Brussels, Belgium.

Stella Artois "Virtual Tap"

Every year Stella Artois organizes the World Draught Masters: A worldwide championship to reward the person who taps the perfect Stella Artois. They went out on the streets with a mobile bar and tap to let people have a go. They couldn't, however, afford to have people spill our reassuringly expensive beer. Since tapping the perfect Stella Artois consists of 9 specific steps, practice is required. Things like cleaning the glass, holding it at a 45° angle, avoiding the last drip of beer coming out of the tap, make this quite a challenge. They saw that all those 9 steps could actually be demonstrated using the Wii controls. One controller acts as a glass, the other as the tap and later, the knife to take out the excess foam. They recorded the tapping process with multiple ‘error’ levels such as holding your glass to straight would result in a beer with too much foam. Their mobile bars they fitted with flat screens, a computer and a set of Wii controls. People would try to tap a virtual pint before they could try the real Stella Artois. The 9 step pouring ritual is really important for Stella Artois. For example, if you don’t hold your glass in a perfect 45° angle, you don’t have a perfect Stella. It’s part of their heritage. The Wii controls allowed us to demonstrate and control every step in detail. It was also a way to avoid spilling our reassuringly expensive beer and dealing with social responsibility. During a period of 2 months, more than 20 events were organised. Per event, hundreds of people could take up the challenge. People could try as much as they wanted without spilling a single drop of beer. Once they proved to have the skills, they could try their skills on a real tap and earn a place in the local semi-finals. Bronze Cannes Lions Media Winner.

Agency: Famous Brussels, Belgium.

IKEA "Guerilla Garbage"

The Guerilla Garbage campaign ran throughout September, covering 28 suburbs in Fremantle, Joodalup, Melville, South Perth, Wanneroo, Cambridge and Victoria Park. Given the distribution of the stickers, they estimate they were visible to over 170,000 local residents (source ABS 2006 census). The entire campaign was executed for just AUS$1400 (less than a quarter of the cost of a single Super-8 site). Although no tracking data is available for the Guerilla Garbage element of the Change is Good campaign, the Perth IKEA store saw a 32.68% year-on-year increase in visitor numbers and a 42.8% year-on-year increase in sales during September. Their creative strategic solution was simple: the junk that people were putting out on their verges was visual proof of what IKEA was telling them on TV and in press. Change is good. They worked out which suburbs were having their verge-side rubbish collection at the same time as the TV campaign was airing. They then targeted these suburbs with their Guerilla Garbage campaign. They printed over 600 Change is good stickers and placed them on discarded beds, wardrobes, sofas and other furniture put out by residents. The addition of this simple statement created hundreds of unique outdoor extensions to their TV and press campaign, highlighting the positive benefits of change in a highly visible and relevant way. People's natural curiosity and the imposing presence of the junk on the verge did the rest. The campaign was subsequently documented with images uploaded to the popular picture-sharing site, Flickr. IKEA Western Australia asked them to develop Outdoor to support the Change is Good television and press campaign they created to launch the 2009 IKEA catalogue. Throughout September 2008, over 1 million catalogues were being distributed to homes across the Perth metropolitan area. Whilst many people knew about the IKEA store offering, the communication challenge was to demonstrate how the simplest of changes in our homes can make a difference to the way we feel – thereby creating a real appetite for change. They saw an opportunity to take a highly-innovative approach to out-of-home by delivering IKEA’s Change is good message via the medium of Perth’s once-yearly verge-side household junk collection. Every year across Perth, local councils collect junk residents don’t want, from the street verge in front of their houses. Their Guerilla Garbage campaign hijacked this to highlight the positives of change to IKEA’s customers, directly outside their homes. Bronze Cannes Lions Media Winner.

Agency: 303 Advertising Perth, Australia.