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.

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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.

Penguin Books "13 Reasons Why"

They wanted to sell more copies of the book. Their target was girls and boys, aged 12-16. The book had some moderate success early on and there was evidence that it benefitted from word of mouth. The publisher wanted to delay the release of the paperback longer than is typical and see if they could boost the sales of the more expensive hardcover. Their insight was basically: If you came across someone’s suicide note, you would probably be compelled to read it and would want to know more about the person. The fictional book is about a girl who committed suicide and made 13 audio tapes listing each of her reasons why. Their idea was to give Hannah Baker a voice by creating the tapes and releasing them to fans and non-fans completely unbranded in an air of intrigue that ultimately allowed them to be discovered. Once production began, they began researching places where conversations about the book were already happening. Blogs, message boards, book groups, etc. They then mapped out other places fans were traveling on the web -- adding to conversations, answering questions, etc. Once the content was finished they began to launch the videos --first through a non-descript YouTube channel and eventually through other video distribution sites. Based on our research, they would plug this content into conversations, with a simple “do you know what this is?” As views grew, they adjusted their outreach reactions and created shorter content for more traditional online media...adding to the intrigue and fueling people to continue to pass it along. As fans continued to arrive to the YouTube channel, the community coalesced around answering questions and ultimately promoting the book themselves. Overall, sales UP 140%. The average teen novel sells 15.000 copies in a year, they did that in one month. When campaign began the book had sold 18,580 units. To date, 202,770 have been sold. The book has reached #3 on the New York Times best seller list. Silver Cannes Lions Media Winner.

Agency: Grey New York, USA.

Royal National Lifeboat Association "Mystery Package"

The Royal National Lifeboat Institution is a sea-rescue charity facing an unexpected crisis: donors were getting older; and the youth had a lower awareness of it than any other British charity. So, how could they win their hearts? Research revealed that 1.The younger you are when you become aware of a charity, the more likely you are to donate when you reach an older age; 2.Among the youth’s top three concerns is the way the media stereotypes them as a dumbed-down game-numbed knife-wielding generation; 3. Most live inland, and don’t think they’ll ever need saving at sea. So they sought a higher purpose than sea rescue ... and discovered their relevance not in their service, but their values. Values that are part of the ‘character’ of an island nation; values the media accuses their generation of betraying and values they aspire to now more than ever as they take on the mantle of a world ravaged by war, recession and environment destruction. It started as a campaign but has become a movement - by the youth, for the youth and about the youth. One committed to rewriting the way the media stereotypes them and one that gives them a platform to voice their values, views and vision through a medium they’ve made their own. How? They sent 12 subversive ‘mystery packages’ to Britain’s 12 most popular bloggers to open live on their blogs, challenging their viewers to post videos and texts about who they really are. They did ... in startling numbers. And as intrigue built, clamour to reveal their identities intensified. They responded by inviting the bloggers to a ‘Gathering’ at our HQ to find out. After all, who better to champion the youth than a brand with the ultimate reason to believe in them? After all, they have 470 volunteers between 16 and 22 willing to risk their lives every day to save the lives of others. They reached bloggers in the ‘real world’ by searching their blogs for personal data, so one received a pack at his theatre group, another at his gig, another from a return address when we bought something off eBay: • 7 of the 12 bloggers opened their DM live, challenged their viewers, attended their ‘Gathering’ at HQ and helped turn their campaign into a movement. • Their films attracted nearly 1,000,000 views, 4,000 texts, 150 videos; featured twice by YouTube editors and were ranked ‘Top 10 most-viewed this month’ in UK/France/Germany/Poland/Russia/Australia/Canada; They talked to 12 people ... and reached 11% of 5-20 year olds in Britain. Silver Cannes Lions Media Winner.

Agency: Proximity London, United Kingdom.

T-Mobile "Dance"

T-Mobile’s new brand positioning is “Life’s For Sharing”, based on the insight that the mobile phone helps us share the unexpected things that happen to us everyday with our friends and family. They needed to launch this idea to a broad target audience, with a specific requirement to drive word-of-mouth about T-Mobile. Their strategy centred on creating highly-talkable content, building a community around the content, and making it easily shareable using digital and social networks. The agency team created a dance event that would give commuters something unexpected to participate in and share, and which would make great content that a much wider audience would want to share with their friends. They then used a combination of broadcast and on-line, editorial and advertising, to ensure that millions of people joined in with the sharing, creating a genuine word-of-mouth phenomenon. T-Mobile’s new brand positioning is “Life’s For Sharing”, based on the insight that the mobile phone helps us share the unexpected things that happen to us everyday with our friends and family. They needed to launch this idea to a broad target audience, with a specific requirement to drive word-of-mouth about T-Mobile. Their strategy centred on creating highly-talkable content, building a community around the content, and making it easily shareable using digital and social networks. The agency team created a dance event that would give commuters something unexpected to participate in and share, and which would make great content that a much wider audience would want to share with their friends. They then used a combination of broadcast and on-line, editorial and advertising, to ensure that millions of people joined in with the sharing, creating a genuine word-of-mouth phenomenon. Handset sales went up 22% during launch week Store footfall in January was the highest ever for T-Mobile Retargeting people who’d seen the brand ad online with a sales message improved response by a factor of three The viral nature of the dance content ensured that over 10m people viewed online Search volumes on “T-Mobile” went up by 38% during the campaign their YouTube channel had more subscribers than any other in January. Silver Cannes Lions Media Winner.

Agency: Saatchi & Saatchi London, United Kingdom.

Fanta "Stealth Sound"

Teens are fundamentally important to Fanta. Mobile phones are vitally important to teens. Fanta wanted to look at the mobile platform in its broadest sense and create something that not only championed the core brand values of ‘PLAY’, but also gave teens something they need. Teens are never separated from their friends or their mobiles; they’re in a state of constant communication. They want to talk freely, without adults listening in. It’s a little known fact that teens can hear higher pitch frequencies than adults. In some parts of the UK these frequencies are used against them as ultrasonic alarms, to deter them from public spaces. In a playfully subversive way, Fanta flipped this technology on its head; creating a mobile application which gives teens an imaginative new language of secret sounds, that adults can’t hear. Fanta Stealth Sound System - a mobile application that utilises high frequency sounds to allow teens to communicate without adults listening in. The application lives on a Fanta branded wap site. On-pack labelling and a viral film were created to drive teens to the wap site and download the application. In-store radio was also used to drive teens to purchase Fanta and engage with the on-pack messaging. The radio advert was the world’s first ‘silent’ ad – making perfect sense to teens and baffling adults by using the same high-pitched sounds to finish off sentences. The ads played out in shopping malls – the same place the noises were first used to deter loitering teens. “It helped them become part of a community and the community are teenagers, so it’s brilliant. It’s the perfect tool to represent what Fanta stands for – to overcome adulthood and boredom and give their core target group a way to communicate with each other without the rest of the world knowing. So, how cool is that?” -Prinz M. Pinkakatt, Group Interactive Marketing Manager, Coca Cola Europe. The wap site had 75,000 hits in the first week. Directions to the wap site and application feature on over 50 million cans. The viral has already had 600,000 views. (These figures will be updated on 1st may 2009). Silver Cannes Lions Media Winner.

Agency: Ogilvy London, United Kingdom.

Nike "Human Race"

In the unifying spirit of the Beijing Olympics, Nike wanted to create a historic event that would bring the entire world together, inspiring its active community of avid runners as well as inviting new runners to the sport. To do so, Nike developed something that was appealing to both audiences—something that current runners would find challenging and engaging but which would be approachable enough for new runners. The Nike+ platform connected runners worldwide and made the Nike+ Human Race 10K a reality. The Nike+ Human Race 10K was the largest one-day running event in history, and the next evolution of the award-winning product, Nike+. Runners around the globe came together, both physically and virtually, to challenge and inspire each other. As Nike’s lead digital agency, they connected people to the race in the digital space and beyond. They created a digital platform which included registration, race and concert information. They developed tools to let users find and challenge other runners; utilities that helped people raise money for charity; media players with access to proprietary music mixes; video content featuring athletes and artists, housed on its own YouTube channel. And on race day, they made results available as they came in. Working with partner agencies, they also created concepts for on-site experiences like video booths and off-line ideas such as a commemorative book in which users could submit photos of their experience. Silver Cannes Lions Media Winner.

Agency: R/GA New York, USA.

Honda "Honda Live Ad"

In May 2008, Honda launched the new Accord, the spearhead of their premium challenge to Audi’s A4 and BMW’s 3 series. From proprietary Honda research, they knew that desirability, rather than rationality, was the most influential factor on sales in this specific automotive sector. Unfortunately, Honda’s are known for being reliable, well built and efficient, NOT desirable. To drive sales in this sector, they had to make the Accord appeal to the heart, not just the head. The target audience is a late 30s VW Golf/Audi A3 owner. They are ambitiously aspirational, with the emphasis on ambitious. Rather than fantasizing about their goals in life, they are not afraid of hard work and effort to get their desired results. They need to be challenged and rewarded for their hard work and effort. The Honda philosophy is ‘Difficult is Worth Doing’ (DIWD), therefore the media strategy had to deliver the brand philosophy in two ways: 1. Challenge the Audience – seed DIWD concept several weeks before the car was available in dealerships. 2. Reward the Audience – through an emotional pay-off for their hard work in the seeding stage. They kicked off with a series of unbranded communications to launch the concept of DIWD though large format outdoor, cryptic TV spots and optimised search driving the audience to the DIWD blog with a diary of a skydive. Unbranded print and TV ads, with skydiving cues, alluded to an event taking place on TV at 8.10pm, during the week of the event. The reward came with the world’s first ever 3-minute live ad featuring an 18 strong skydive team spelling H,O,N,D and A, in sequence, demonstrating the philosophy behind the new Accord - 'Difficult is Worth Doing’. Desire for Accord – on Honda’s brand tracker, ‘desire’ leapt by a massive 38 points, more than double the client’s target. Desire to view – 200,000 extra people tuned in purely to watch the ad! Desire to talk about - over £2m of PR was generated during the campaign. Desire to find out more – Honda had over 39,000 unique visitors to the DIWD blog prior to the event, with over 4,000 prospects generated. Post event, traffic to Honda’s UK website was an enormous 400% higher than average! Desire to buy – over £1m of new Accord sales were generated in a single weekend. Silver Cannes Lions Media Winner.

Agency: 4 Creative London United Kingdom.

Amnesty International "eBay Attack"

Every year, an estimated 2 million women and young girls are victims of trafficking. The tragic fact is that it is now possible for virtually anyone to buy a woman. Amnesty International’s task is to bring to their attention this outrageous violation of human rights. In order to inform the public about modern slavery they created a media campaign on the world’s largest auction platform. With the help of 188 Amnesty activists, they launched an overnight offensive, planned to the last detail. They used eBay to get our message across: In hundreds of live auctions, they offered women for sale. The message was always put into context of the respective product category. A closer look and the consumer discovered the ad’s true meaning and realized how shockingly easy it is to buy a woman these days. One day after its launch, the eBay attack was the cover story of Switzerland’s largest print media. The message spread quickly and within 48 hours, thousands of people had already signed the online petition against slavery. The eBay campaign generated countless media contacts on the internet. Thousands of news portals, including Spiegel.de, ORF, Yahoo News, MSN, Washington Post and the New York Times wrote about it. The topic was discussed in over a hundred blogs. But the campaign accomplished even more than its purpose: in 2009, a people’s initiative will be launched in Switzerland to protect women against human trafficking. Silver Cannes Lions Media Winner.

Agency: Walker Zürich, Switserland.

IKEA "IKEA-Cinema-Cataloque"

In the context of the launch of the new IKEA catalogue they had to generate attention among young people for IKEAs latest products. How do you get maximum attention of young people? Advertise in cinemas but don’t do a standard commercial. So they inspired moviegoers with an unseen idea to get them spreading our message themselves. They used existing great movies with great actors in which IKEA products are seen accidentally. With a smart and clever trick they directed the people’s attention to the IKEA products. Guerilla 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 they consequently distributed IKEA catalogues in front of the cinema. With a little investment into projectors and slides they got several product placements during famous movies for free. The guerilla action reached over 13,000 viewers in 92 screenings. In front of the cinemas over 5,000 IKEA catalogues were distributed – instead of the estimated 1,000. Silver Cannes Lions Media Winner.

Agency: DDB Berlin, Germany.

Football Federation Australia "The Missing H"

The target audience were not true football fans but rather the broader group of sports loving Australians who are fickle when it comes to deciding what matches they go to; tending to only make an effort to attend “draw card” games. The real barrier was that they simply didn't care about Ghana. Ghana was an unknown country at the other end of the earth with no meaning, no personality and no face. They had to do something that made them feel connected to the opposition team. Ticket sales had reached a plateau with patriotic Aussies, so any insight that could drive ticket sales with their broader target was considered relevant by the client. For their target audience, igniting some personality into an opposition team they had never even thought about was a highly novel way to focus their attention on what looked to them like a non-event match. Their solution was to turn the usual sports marketing paradigm on its head. Rather than focus on garnering support for Australia we focused on making Ghana the focal point. Their idea was to create a fake Ghanaian fan club, intent on spelling the word ‘GHANA’ on their chests. But due to the lack of Ghanaians in Australia they couldn’t find a fifth member, and were hence missing the “H”. So they sent them onto the streets of Sydney, where they appealed to the public to attend the game and be their missing “H”. While their idea began as a piece of ambient media, the interest it generated meant that it channelled into other forms of media, such as online blogs and live television e.g. interviews on national news programmes. In just 24 hours the Ghanaians’ appeal snowballed into a national TV news story, with interviews on various morning shows and primetime news segments around the country. They were also the topic of discussion on numerous blog sites around the globe. In under 48 hours the Ghanaians had been exposed to hundreds of thousands of people, giving the FFA $250,000 worth of media value for a budget of only $15,000. And all of this translated into a 50% increase in ticket sales in only three days. With the profile of football in Australia still growing, any results that indicated support for the game was immensely important for the FFA, who are currently driving Australia’s bid to host the 2018 FIFA World Cup. Gold Cannes Lions Media Winner.

Agency: Lowe Sydney, Australia.

Clorox "Reverse Graffiti Project"

Cleaning products were getting a bad ecological rap, and as the inventor and manufacturer of bleach, Clorox was taking the brunt of it. In spite of that fact, Clorox planned to enter these treacherous waters with one of their most important product launches: an eco-friendly, plant-based cleaner called Green Works. In order to succeed, they would have to reach ecologically-minded thought leaders, the very people leading the charge against toxic cleaners. At the same time, they would need to demonstrate to their current customers that a green cleaner could be just as effective as a traditional cleaner. Both groups needed to see proof. Their idea was to create a larger than life product demo that proved this new product was worthy of its name sake. An event that would show the world that Green Works is green and that it works. They enticed Paul “Moose” Curtis, pioneer of an art form called “clean tagging” to help realize their vision. Green Works are 99% plant-based, so they had the idea to reverse out a mural of plants and trees. They chose a high-traffic, incredibly dirty location - the entrance to San Francisco's Broadway Tunnel. The 140-foot wall became the canvas for a live Green Works billboard. The event was covered by local news channels and received press coverage the following day. They commissioned award-winning documentarian Doug Pray to shoot a short film profiling Moose’s artistic philosophy and the creation of the mural. They developed a dedicated website (reversegraffitiproject.com) to house the documentary and provide people with more information about the event and give them the behind the scenes story. They gave the documentary its debuton You Tube for maximum exposure and seeded it in popular social and environmental blogs. Images of the mural were posted on over 230 blogs around the world. In less than one week the film became YouTube’s #1 Featured Video and received over 500,000 views. With $55,000 USD and one dirty wall they reached millions of people and received media value of $2.1 million resulting in 7.5 million media impressions. They turned negative conversations into influential ones driving a negative tone down to a mere 5% in blog postings. Within 6 months, Green Works was #1 in the natural cleaning category. Over one year later, the mural is still visible and 20,000+ people view it daily. Gold Cannes Lions Media Winner.

Agency: BBDO West San Francisco, USA.

Testicular Cancer Awareness "Check Them"

Testicular cancer awareness: - before campaign - 1% - post campaign - 74% - 11% increase in doctor visits. Their internet banners were clicked 1100% more then the regular banners, making www.proverigi.com.mk regularly visited. More than 80% of the placed hands were taken away from the site. Men found the hand funny and informative, so they were taking it away. Scaring men with statistics was not the way to deliver the message. They wanted to do it in an unusual and funny way. They decided to give men a HAND! A HAND (promotional material) was offered to men on the all places they usually go: stadiums, gyms, barber shops, car wash, snooker rooms, sport betting places and in dressing rooms in shops. In Macedonian slang, testicles are also known as EGGS. They stamped the message on the eggs, sold at the local markets, using them as another media channel. All the materials were supported by an official website www.proverigi.com.mk (proverigi = check them) containing more information about the testicular cancer. Internet banners, leading to their website, were placed on the most visited web sites in Macedonia. Men between the age of 15 and 40 are potential victims of testicular cancer. If it’s detected early, it’s successfully treated in 99% of the cases. This cancer can be easily detected with a simple self examination. Research has shown, that the awareness for this illness and its symptoms is very low. The challenge was to raise the awareness and to inform men how to detect it. The message was simple: You can easily detect testicular cancer with a simple self examination. BE BOLD, CHECK THEM! Gold Cannes Lions Media Winner.

Agency: McCann Erickson Skopje, Macedonia.

Nissan "Be the news"

They had the largest response for a newspaper promotion in Brazilian history, even among those that give away cars and TV sets. They doubled Brand Familiarity. Nissan made it to the front page two Sundays in a row. Also that day, thousands won the lottery, went on honeymoon, families got together again, children won olympic medals. People showed it to friends and family and will keep it with them for years to come. For the first time in its history, O Estado de Sao Paulo ran a blank front page. It invited readers to shift and come up with their own front-page stories. On the newspaper’s website, they could write their headlines and upload their photos. The next Sunday, every subscriber was front page news. On their doorstep, they got their paper with the cover they had made themselves. Nissan arrived late in Brazil and is still a small player there. They had to jump-start the brand’s relationship with Brazilian drivers and introduce the worldwide brand belief: SHIFT. For that we chose O Estado de Sao Paulo, one of Brazil’s largest papers, and the most important source for people buying cars. Their idea was to shift the way people relate to newspapers, making them be the news, instead of reading it and making them keep the paper instead of throwing it away. Gold Cannes Lions Media Winner.

Agency: Lew'Lara\TBWA Sao Paulo, Brazil.

La Sirena "Dynamic Overlays"

More than 200 banners were made with a range that reached the national spectrum receiving a lot of free press. In the ranking of most admired companies compiled in 2008, La Sirena rose with a 50.9%. Another study showed the buying preference and it’s rise to 42.5% and a closing year with a SOV of 76%. A superimposed banner that reacted through funny messages within the context of the actions and the article that was being promoted. Using a unique media negotiation with the channels that broadcasted the 5 top rated soap operas they were able to insert a breakthrough way of announcing the week’s offers: a superimposed banner. A week prior to the air date all the soap opera’s episodes were evaluated and studied, looking for articles that looked like the ones in the offer for the upcoming week. During the broadcast, at any given moment the banners reacted through funny messages within the context of the actions and the article that was being promoted. The objective was to communicate the weekly specials through TV in the midst of a financial crisis that had commerce maximizing their budgets while cutting down on expenses. This stirred a retail advertising war that ended up creating a huge amount of bumper commercials that were boring and monotonous. The target audience was housewives, stay-home mothers and any other character that had the power to choose which household items were getting purchased. They knew they had to find a more entertaining and interesting way of communicating the products in a more relevant way. The client advertised the articles in its inventory and the target audience got the information with an emotional twist. While some overlays were completely rational others had a hint of humor that stuck with the target audience in a moment of complete attention. Gold Cannes Lions Media Winner.

Agency: Pages BBDO Santa Domingo, Dominican Republic.

Grand Prix Cannes Lions Media "Kit Kat mail 2009"

Overnight, Kit Kat had become available in an additional 20,000 locations and was even being promoted by this traditional Japanese organization. it was an entirely new, and competition-free, retail channel. The campaign received PR coverage on national news and throughout the blogosphere, totaling more than US$11 million in free media exposure. In fact, the campaign was so successful, Japan Post established Kit Kat Mail as a permanent product offering in their outlets. The first, and only, outside product offered by Japan Post. An innovative package of KIt Kat that can dropped into any post office box. Simply write your message, stamp it, and mail it. Kit Kat Mail was available at post offices all across the country. At key locations, entire post offices were even decorated and converted into special Kit Kat Mail stores. Shelf space commands a premium in crowded Japan. Especially for impulse items such as snack food, where shelf space also plays an important role as media. It was in this environment that they closely watched the government's plan to privatize Japan's postal services. Japan Post was the nation's most familiar government division with more than 20,000 post offices reaching every neighborhood in the country. A visit to Japan Post had become a part of everyday life. They recognized the opening up of this conservative institution as a once-in-a-lifetime opportunity. So they approached the newly privatized Japan Post with a proposal to co-develop an entirely new postal product. This was the first time in history for such a collaboration. The result was Kit Kat Mail. Grand Prix Cannes Lions Media Winner.

Agency: JWT Tokyo, Japan.

IFK Gothenburg "Gaisflowers"

IFK Goteborg and GAIS, both from Goteborg, are two main football clubs in the Swedish Premier League. IFK Goteborg is the better of the two and has not lost a match against GAIS since 1992. That’s 16 years ago. On 1 September, it was once again time for the derby between the teams. But there’s a problem when one team wins too often; the suspense disappears. And so do spectators. So what could they do in order to raise interest and sell more tickets the week before the big match? In order to sell more tickets they had to do something about the fundamental problem. Instead of just selling tickets they had to sell the whole idea with a derby. They had to get the thrill back in the game. That´s why they decided to secure the opposition in the future. IFK Goteborg started a campaign where the money collected went to the GAIS youth team. They designed a pin, a flower, which was sold for the symbolic price of SEK 16 (Euro 1,5). All campaign units aimed to gather money for the GAIS youth team. They hoped this would give the derby a lot of publicity and help to sell more tickets. The week before the campaign started, they sold approximately 300 tickets a day. During the campaign they sold a total of 8,000 tickets, i.e. 2,000 tickets per day (266% over budget). With a very limited media budget, the campaign spread locally, nationally and became the talk of the town. More than 100 newspaper articles and television reports were made. More than 60 blogs commented on the campaign and over 1,000 comments written and 113 other websites referring to the campaign site. A campaign site was created and had over 13,000 visitors from 38 different countries. The collected funds went to the GAIS youth team; they bought 400 new footballs with the money. Promotion helps them sell tickets right away. This year they really had to succeed. The thrill of the derby was gone and so were the spectators. But they couldn´t just do a normal Sales Pomotion campaign. They had to sell the whole idea with a derby. They had to get the thrill back in the game. Bronze Cannes Lions Promo Winner.

Agency: ANR.BBDO Gothenburg, Sweden.

Special Olympics Japan "Special Olympicas Message Relay"

1. Client’s orientation points: Raise awareness of the Special Olympics in Japan effectively using a limited budget. 2. Solution: Produce a “message baton” using the idea of a baton for sports competition and engraving this with a message. Spread the message through a baton relay of handing it from one person to another. This revolutionary idea makes this an ongoing campaign without spending any money. Client evaluation: The clients raved that it was the most innovative idea they have ever seen. Media coverage: In media value the baton starting ceremony picked up by newspapers and TV accounts for approximately $112,000 in free publicity. 3. Strategy validity: We were able to send a deep and impactful message through people without using money as other campaigns do. It provides a heart warming moment to many people almost as if it were a present from a stranger. Bronze Cannes Lions Promo Winner.

Agency: Shigaya-Gumi Tokyo, Japan.

Supersonic CPH "Supersonics"

Objective: Drive trial and top of mind awareness among advertising creatives and production houses and make Supersonic Sound the most talked about sound studio in the advertising community. As a highly specialized sound production company, Supersonic has a very specific and demanding target group. The choice to create an online sound comic series was driven by two factors: the level of involvement among the core target, and the ability of Supersonic to display their capabilities to a wider audience via the viral effect. The country's top creatives were invited to participate, 97% said yes. This 97% were actively working with Supersonic during the production of each episode. Ultimately, their involment created an estimated 95% penetration in the industry as they were ambassadors for the project as it was spread online. The initial promotion mail-out and website created a 97% response rate among the core target who had a uniquely high involvement in the promotion as they actually worked one on one with Supersonic on the episodes. Ultimately, their involvement and ambassador effect in their respective agencies combined with the promotion website resulted in an estimated 95% penetration among the wider target group. Supersonic has picked up new business directly related to the promotion and claimed 100% of the radio shortlist at the country’s Creative Circle Awards this year. The creative concept allowed Supersonic to demonstrate every aspect of advanced sound production - from song writing, charaterisation, storytelling, SFX to voice overs as these were all naturally included in the execution of the concept. Furthermore, the episodes were written by top creatives who not only had the chance to prove their own creative skills to the rest of the industry, but also put Supersonic to the test on any or all of the parametres above in front of the whole target group on the Supersonic comic book website. Bronze Cannes Lions Promo Winner.

Agency: Saatchi & Saatchi Copenhagen, Denmark.

Yellow Pages "Yellow Treehouse"

Yellow say they can help anyone get any job done - they wanted to prove it, to both consumers and advertisers alike. But in proving it they also wanted to change perceptions that Yellow Pages is just a yellow directory book. But that with Yellow online and mobile tools, it is a relevant and modern service, more useful today than it has ever been. So they chose to do an ultimate product demonstration, one that would capture the imaginations and attention of both consumers, advertisers and the media, and make them think differently about Yellow. They decided to challenge someone to build a restaurant in a tree only using Yellow Pages to make it happen. They picked Tracey, an unknown accordion player from 200 applicants, and based her in a redwood forest with Yellow books, a laptop and mobile phone. Over 3 months she worked with more than 65 Yellow listed companies to build a tree house restaurant. They documented the whole event and kept New Zealand updated with TV, outdoor and a website. Tracey even opened the restaurant and more than 2000 people enjoyed the experience of dining there in its first month. Other than proving you can get any job done with Yellow they had these results: They generated an estimated 3.5 million in media coverage. Including being featured in newspapers, on radio talkback, television news and magazine shows, in over 60 international magazines, and on more than 20,000 websites. They attracted 220,000 visitors to our website averaging 5 minutes per visit. They lifted unprompted brand recall up by 37%. Regional directory sales up 6.7% against international trends. Yellow Online usage up 11% at the expense of Google. Yellow Book usage up 9.2%. This campaign was three times more effective than any previous Yellow campaign. And Yellow are now asking “What are they going to do next year.” In fulfilling her challenge, Tracey utilised all of Yellow’s tools. The books, the online search engine, and their mobile phone application. She enlisted the help of more than 65 different Yellow listed companies, including architects, engineers, building project managers, landscapers, engineers, crane operators, furniture hire companies, aborists, electricians, lighting companies, food and beverage suppliers, vineyards and many more. So not only did this demonstrate to Yellow pages users the strength of Yellow as a method of finding help and getting jobs done. It also demonstrated to advertisers the value of being listed in Yellow, particularly in the new online space. Bronze Cannes Lions Promo Winner.

Agency: Colenso BBDO Auckland, New Zealand.

Ruiz Nicoli Lineas "Corporate Image"

Re-Launch RNL as a "top-noth" advertising agency. Nielsen was a whole campaign. The idea was to create a turning point in the Spanish Advertising Sector. So they launched rumors and news saying that they had been named "Agency of the Year" by Nielsen. Some people eve thought they had bought the Award. They ran banners on the finest business websites. But, they were not referring to Nielsen research. They show the true story at www.nielsenaward.com The Campaign was News at Buenafuente the most seen late night show in Spain (70% share). They had free publicity generated as 250.000 Euros. They reach more than 15.000 views on Youtube in less than a week. The method of the promotion was the most relevant because they gained the attention of the Sector. They reached more than 15.000 views of the main target in less than a week and they caught the attention of the mainstream media. They had huge exposure in advertising media, they did street marketing and local award shows promoting their award. Bronze Cannes Lions Promo Winner.

Agency: Ruiz Nicoli Lineas Madrid, Spain.

Lion Nathan "Carb Relief"

They were asked to launch a new low carbohydrate beer into a market already flooded with low carb brands. Our beer has only 1/3 carbs, so they decided to operate like a charity, giving away the other 2/3 to people who love carbs the most. Americans. The more beer Australians drank, the more carbs they could donate to hungry Americans. The 6-month sales target was achieved in the first 3 weeks, selling over one million Litres of white stag. It was so popular that trade demanded it be made available on tap some 21 months earlier than originally planned. They thought that was pretty good. White Stag beer had 2/3 carbs to spare. Since Americans seem to love oversized meals and high carbohydrates, they were the perfect recipients. Australians have also had a longstanding love/hate relationship with America, which made them the perfect recipients of our excess carbs. Bronze Cannes Lions Promo Winner.

Agency: Saatchi & Saatchi Sydney, Australia.

Tide Detergents "Stainbroidery"

Sampling exercise to giveaway free sachet packs of Tide. Cloth Posters with embroidery of a stain mark were designed. Pulling at the suspended Tide takeaway pack unravels the embroidery - leaving 'stain-free' cloth behind. Sampling target exceeded by 127%. As a bonus, the exercise also became a much talked about advertising for the brand. The creative solution not only achieved sampling at relevant places in an unusual & involving manner but also reinforced the cleaning proposition of Tide. Bronze Cannes Lions Promo Winner.

Agency: Leo Burnett Mumbai, India.

atrapalo.com "Trappers"

Atrápalo is an online travel agency. 'Atrápalo' means 'Catch it'. The objectives were: To make the brand more relevant for the consumer. To differentiate Atrápalo from the other Spanish online travel agencies, associating the brand with its differential values through an engaging media campaign which is truly close to the user. To communicate the product. To relate the brand with the product it markets: “discoveries” for vacation and urban leisure. To gather registries. To increase the client database with a participative action which is linked to an attractive incentive. Atrápalo created a plague of “trappers”: strange creatures of digital origin which appeared on the internet and in the real world. The plague was communicated through press, billboards and radio. On the internet, Atrápalo purchased 80 million printouts which it did not use in order to insert banners, but instead so that users could find these strange creatures while surfing. The brand appeared to communicate that the “trappers” contained Atrápalo products and a great hunt was unleashed. Users began to look for “trappers” in order to capture them, store then on a website and then return to look for more. Three weeks later, the plague was exterminated. The plague was exterminated in 4 weeks. 80 million “trappers” were found and 1 million were captured. 1,300 Atrápalo products appeared (trips to Australia, Brazil, Egypt, Cappadocia or the Caribbean). The “trapper” CTR in the media plan was 1.32%, while on the more than 100 sites which proactively requested “trapper” banners the CTR turned out to be 28.24%. The campaign had an impact on 100% of the target. 750,000 unique users became engaged in the story and Atrápalo gained 75,000 new registered clients. Atrápalo was the leader for sector visits and achieved the highest notoriety index in its history. This is a campaign based on an involving story. Atrápalo inserts its product as an incentive in the middle of a story, a game in which the user is the protagonist and has a principal role: end the plague of “trappers”. The mechanics of the promotion provoked the user not only to interact with the campaign, but also to go off in search of it. The public’s attraction in the search for “trappers” was such that bloggers and Atrápalo partners requested placing a “trapper” banner on their websites, and the plague ended up reaching more than 100 sites. Bronze Cannes Lions Promo Winner.

Agency: Doubleyou Barcalona, Spain.

SKCIN "Computertan"

The objective was to develop a campaign to talk to young people about the dangers of skin cancer, what causes it and how it can be prevented. This is a category usually very sceptical of traditional health or charity advertising, and that wouldn’t normally be reached through conventional media. To drive traffic to the site, they developed an infomercial offering free online tanning sessions at computertan.com. This was sent out as an email to over 10,000 address. This was seeded across the web as well as key bloggers together with an extensive national PR campaign. 25,000 flyers offering free tanning sessions were distributed and the film was displayed on 50 digital cross track panels in 10 London Underground stations and on 1000 London black taxi screens. Online banners were positioned on 250 key websites receiving over 17million page impressions. In a second wave of activity, an iPhone application was launched and sent out to our email database with further supporting online advertising. The site attracted over 402,000 visitors from 190 countries, registering over 1.5million page views, with an average dwell time of 2 minutes 15 seconds. Since its launch, 262 blog posts have been logged. 7million people were exposed to CBS digital cross tracks, 700,000 more through London Cab vision and they achieved over 17 million page impressions from online banners. Their PR campaign delivered national coverage in The Sun, The Independent, The Daily Express, The Guardian, on BBC News and on BBC Radio One. International coverage included 66 specialist stories varying from The New Zealand Herald, Fox US and Yahoo News. Their core audience of 16-30yr olds are traditionally unresponsive to health-focused/charity messages. They needed to bypass their natural cynicism to get the charity’s message across. 2x Bronze Cannes Lions Promo Winner.

Agency: McCann Erickson London, United Kingdom.

Digital Art festival "Desktop Invader"

Draw tech-savvy young people's attention to digital art and have them come to Digital Art Festival Tokyo 2008. They developed a digital art widget called COTO-TAMA upon an old Japanese saying, words have souls. The messages typed through COTO-TAMA were transformed into a code which accumulated online. This code is 50 syllables with individual souls. The communication system that allowed you to code and decode messages, and the stylish design which was good for visual appreciation allowed us to jack their target's desktops with COTO-TAMA. They succeeded in creating a new community for digital art lovers. Also, COTO-TAMA acted as a direct marketing tool because organizers were able to send information about the event directly to the target. COTO-TAMA widget was the no.1 downloaded widget in Adobe Air Gallery in just 20 days. It was featured in many blogs and websites, a success as a viral content. At the festival, they executed an interactive outdoor event using the COTO-TAMA system. Without using any advertising fee, the number of people who went to Digital Art Festival Tokyo 2008 increased by 25% compared to the previous year. Tech-savvy young people tend to block out traditional advertisement and gather information from social networking services and blogs. To get our message across to our target, it was best that their campaign itself was in a digital art form. Bronze Cannes Lions Promo Winner.

Agency: Hakuhodo Tokyo, Japan.

Pampero Rum "World's 1st Ephemeral Museum"

They had a challenge. To launch Pampero rum in Portugal, a place where rum is for old and boring people. They needed to make Pampero cool. For this purpose, they focused on the social group who refer to themselves as INDIE. Why them? because they are opinion leaders and trendsetters. They say what is cool and what’s not. So, if they say Pampero is cool, everybody will follow them. The job is done. Traditional advertising just doesn´t get to these people, art does. Using Pampero Fundación, a foundation that supports alternative artists, they created the world´s first Ephemeral Museum. First, the best pieces of street art at the Bairro Alto district were tagged. Then they created a MUSEUEFEMERO.COM where you can download an audio-guide and a map with the pieces location. So you can go out with your mp3 player and walk the museum streets. The Ephemeral Museum was communicated in magazines, online, posters, and happenings in bars presenting different artist painting live in Bairro Alto. With an annual budget of only €30.000 they generated visibility of more than €240.000. According to Millward Brown in a few months Pampero reached the sales expectation for the whole year, they doubled trials and tripled people's awareness. Pampero matched his competitor in sales and in awareness. Remarkable considering that the competitors have been in the market for 15 years. Quickly they had way more visitors than any museum around. Hundreds of articles around the globe talked about it. Including several tourist guides. The brand is working to open new galleries in Italy, Spain, France and UK. The Ephemeral Museum quickly became relevant for the target, and so did Pampero. This promotion made the brand closer to the target, nowadays, Pampero is considered as a brand with an artistic stance that talks in their language. The site MUSEUEFEMERO.COM is constantly updated and soon became a cult place where artist and people interested in street art share opinions, information and fresh pieces of art. Bronze Cannes Lions Promo Winner.

Agency: Leo Burnett Lisboa, Portugal.

Suzuki "Gas Station"

In a time with all time high prices on fuel and an emerging financial crisis, Suzuki wanted to put focus on the very fuel efficient part of their portfolio. 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, thereby putting the Suzuki brand at the consumer’s top of mind. Ultimately, the goal was to clearly position Suzuki as the major brand in the segment for smaller, more cost-efficient cars and also increase sales of 3 particular models. To demonstrate how cheap it is to drive one of these 3 Suzuki models, overnight, they transformed a regular fuel station in a congested area into a branded Suzuki gas station, where they sold the fuel at a 30 percent reduced price, 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%. This especially imopressive, given that the overall car market in Denmark at the time was in decline. Market share for Suzuki increased with 27% from August to the end of September 2008. This promotion event was extremely relevant for Suzuki because it made Suzuki’s proposition for these 3 models very tangible to the consumers. Instead of being just another claim from a car brand, we made it very real and gave the consumers a chance to experience personally how their expenses on fuel would feel if they were driving a Suzuki. Bronze Cannes Lions Promo Winner.

Agency: Robert/Boisen & Like-Minded Copenhagen, Denmark.

Foster's Draught Beer "Drop the bomb"

After Carlton Draught's success with the 'Skytroop’ TVC, they were asked to create an interactive promotion, which leveraged this imagery. Contestants donated their crappy old car (the ‘bomb’) during a two week radio promotion hosted by Australia’s most popular drive-time radio team, “Hamish and Andy”. The audience decided the winner (Gill) by voting online on the worst ‘bomb’. A second contestant (Bill) was chosen via an on-pack promotion. It was Bill’s job to decide when to drop Gill’s car out of a plane flying at 14,000 feet. The deal was, if he hit a 1km target on the ground, he won $100,000. If he missed, he and Gill got nothing. Highest March sales in history. Every free-to-air national news show aired the story at prime time. $1.29 million of unpaid media was acheived. For two days Hamish & Andy devoted their entire two hour, prime-time show to the promotion. Daily audience: 992,000. New records for the Hamish & Andy show. 200,000 video downloads in two days. 1,230,000 unique web impressions over a three day period. On pack entries: 53,748 Cars donated: 163. Promoted on in-store posters, cartons and the web, the contestants entered online using a unique code found on Carlton Draught cartons. On the day of the drop, six 90 second webisodes streamed live from the Hamish and Andy website, watched by 992,000 people each day. Viral films followed online. The target market was 18 to 40 year old urban, educated guys who want to enjoy life by having a balance between work and play. Carlton Draught has begun to be synonymous with large scale, funny, dumb stunts. 2x Bronze Cannes Lions Promo Winner.

Agency: Clemenger BBDO Melbourne, Australia.

Foster's Draught Beer "Carlton Draught Plastic Cup"

After Carlton Draught’s success with the “Big Ad” (which featured thousands of men in robes running around a field carrying beer), they were asked to create an interactive promotion, which leveraged this imagery. They devised a national media event to rival the famous Melbourne Cup Horse Race. Their team negotiated with the Spring Racing Board to stage a tongue-in-cheek race during what is considered a prestigious horse racing carnival. “The Carlton Draught Plastic Cup” was created. A televised event, 18 contestants competed for $100,000 first place prize money. They were disqualified if they finished the race with less than 200ml of beer in their plastic cup. Held on the home-straight, it has become the largest prize for any foot race in Australia. 4,469 participating outlets 14,611 entries Sales +6% vs. previous year Sales +11% vs. Sept ‘07. Free media support Radio $250k TV $3.2m+ Due to its wide appeal, the race has become an annual part of the Melbourne Spring Racing Carnival. Carlton Draught is the sponsor of the Spring Racing Carnival. They hijacked the event, which their target audience was already attending, and leveraged the brand’s values: being real and down to earth. The target market was 18–40 year old urban, educated guys who want to enjoy life by having a balance between work and play. Promoted on in-store posters, cartons, the web and television, the campaign also received $3.5m in free TV & radio media support. Contestants entered using an SMS code found on Carlton Draught cartons. Qualifiers won a place in the race and the chance to win the $100,000. 2x Bronze Cannes Lions Promo Winner.

Agency: Clemenger BBDO Melbourne, Australia.

Oxford Fajar "Save the words"

The Oxford English Dictionary is updated every year. However sales are lagging due to the influence of the internet and online dictionaries. To stop the decline and stimulate sales, their task was to find a way to engage consumers and make the dictionary relevant again. In short, they had to make people fall in love with the joy of using the English language. The strategy was to centre the campaign on the internet - the largest cause of the dictionary's decline. They created a hub where people could discover words and interact with them in unusual and humourous ways. By using words that were archaic but mysterious, they built up a "fan-site" for words that allowed visitors to use them, share them, wear them and shop for them. This ultimately led them to purchase a dictionary. After almost a year of painstaking research, writing and re-writing, the promotion was launched via the web followed by executions in print, poster, ambient and public relations. From Singapore and Malaysia to the USA and the UK, the promotion has found fans all over the world. SaveTheWords.Org was featured extensively on talkback radio shows, on online TV shows such as CNET TV, on twitter.com, on major blogs such as lifehacker.com and even on HillaryClinton.com. To date, they have 13,839 registered adopters, over 22,000 monthly page views, and over 3 million website mentions. Ardent fans have been blogging and twittering their newfound words, and there’s even a fan website of photographs inspired by savethewords.org. Most important of all, sales of the Oxford dictionary have increased by 12.6% and they have cultivated a newfound passion for the English language and the Oxford dictionary at the very place that threatened it's existence. As the internet is the major source of the decline in dictionary purchases, it was the ideal place to begin a promotion to address this decline. Lovers of words are naturally readers of websites, blogs and online newspapers. And word lovers enjoy being able to interact with words, test their knowledge and share that experience with others - this promotion allowed all of that to occur. Silver Cannes Lions Promo Winner.

Agency: Y&R Singapore.

Film Theatre De Uitkijk "Upload Cinema"

They were asked to find a new audience for the oldest film theatre in the Netherlands, De Uitkijk in Amsterdam. Like many other small, independent (art house) cinemas in Europe, De Uitkijk is facing shrinking audiences and is struggling to survive. The competition comes not only from so-called ‘multiplexes’ but also from home cinema and the Internet. De Uitkijk is looking for an increase in visitors of at least 10%. The target is a (preferably young) audience interested in ‘quality cinema’. Insight: The new generation of film fans watches and shares movies online. A whole new film culture is emerging outside the cinemas. To drive this ‘new generation’ of film fans to the De Uitkijk, a special film club was created: Upload Cinema. It’s goal was to bring the best videos of the web on to the silver screen. Every first Monday of the month, a fresh program of Internet shorts was screened at De Uitkijk. With a new theme each month. The audience could submit films from which an editorial team would select the best and compile a 90-minute program. Upload Cinema was launched the way many online communities are: by invitation only. Without any form of traditional advertising, just by word of mouth and ‘Member Get Member’ the club emerged rapidly. Upload Cinema has been a great success right from the start. From the original invitation mailing of 300, more than 500 members were recruited in just three months (target 250). All the screenings are fully booked (100% of the seating capacity). That’s four times more than usual on a Monday! (Target was 50%). The total number of visitors to De Uitkijk in the last three months of 2008 rose by 22% compared with 2007! (Target was 10%). A survey showed that out of the 38% of visitors who had never been to the film theater, 70% expressed interest in visiting De Uitkijk on other occasions. By bringing ‘the best of YouTube’ to the big screen, two audiences met: a new generation of film fans discovers De Uitkijk and ‘quality cinema’ while an older audience discovered the ‘wondrous world’ of web film. At the heart of the (ongoing) promotion campaign are the monthly theme evenings, which are introduced live by the editorial team. Creating an intimate and memorable cinema experience worth spreading amongst friends and relatives. And generating a lot of return visits. E-mail and website were used to inform, activate and connect (prospective) members. Low-budget posters and flyers are used in the cinema itself. Silver Cannes Lions Promo Winner.

Agency: DraftFCB Amsterdam, The netherlands.

Korea Heart Federation "Listen"

The Korea Heart Federation (KHF)’s biggest concern and one of the major causes of death for Korean people today is heart disease. Since heart disease is incurable, the best cure is to prevent it. However, despite many efforts and campaigns, many people still do not realize the seriousness until they actually fall ill. The risk factors such as smoking, alcohol and obesity are still increasing. In consideration of this fact, KHF, through an innovative campaign, aimed to create an atmosphere where everyone is concerned about protecting their hearts from a young age, before they fall ill. Their concept was to help people recognize each of their hearts as a valuable gift, not just a biological organ inside their body. The best way to deliver this message was by actually allowing people to get an opportunity to listen to their hearts, enabling them to share a miraculous moment with it. Therefore, they developed the 'Listen Device', which digitalizes the target's heartbeat into an MP3 while listening to one’s own heartbeat. Then, they combined the digital heartbeat with music and art, and saved it permanently on the website so that people could create a deeper bondage with their hearts. The ‘Listen’ campaign was the greatest success in the history of Korean health. The total number of participants increased 2700% compared to last year. Even with no particular advertising spent, over 20,000 people visited the website and more than 50,000 people visited the studio. During the campaign period, over 500 blogs and 40 different newspapers introduced their campaign. Also, 90% of the participants requested a health inspection. Due to the success, the government has promised financial support for the next campaign and a monument including the participant’s heartbeats will be kept in the ‘Heart of Seoul’, Nam Mountain. The key success to KHF’s ‘Listen’ campaign was participation. The sound of a person’s heartbeat through the ‘Listen Device’ was digital content connecting on-line and off-line campaigns and used as ‘new-media’ enabling active participation. By relating music and art to our hearts, they were able to create a cultural turning point where people began to respect and truly love their own hearts. The heartbeats of singers were released as a digital album, and a heart experiencing studio combined with media-art was created for the first time for an individual to actually 'meet' their own heart. Silver Cannes Lions Promo Winner.

Agency: Creativia Seoul, Korea.

Nokia "Game Of Death"

1. Create buzz around the launch of the Nokia N96 by launching a promotional limited edition. 2. Create a burning desire for the N96 Bruce Lee Limited Edition beyond rational reasoning to part with a price equivalent of 5 month’s salary in China. The Nokia N96 Bruce Lee Limited Edition came complete with a laser-engraved back cover featuring Bruce Lee's face, an ENTERBAY Bruce Lee Game of Death collectable figurine, nunchaku dongle, limited edition poster and special embedded content (ringtone, images, etc). The Nokia N96 is a 'powerful' internet and multimedia device, including the ability to watch movies. Bruce Lee is a cult hero admired for his mastery of the 'powerful' martial art, Kung Fu. 2008 was when the N96, Nokia's flagship at the time, launched and the 35th anniversary of Bruce Lee's death. They saw a tactical promotional opportunity to launch a limited edition N96 to create buzz around the N96 and a cool factor for the Nokia brand. Their communication idea was to capture Bruce Lee fans' imaginations by bringing their legend back to life. What started as a China-only promotion spread the globe like wildfire. It's a breakthrough at Nokia and sits proudly atop Nokia's marketing activation excellence hall of fame. Results: - 16+ million views globally exceeding target by 16x - 1.2+ million unique visitors to campaign site v target of 10,000 - Click-through rate of 7.5% v target 1% - 10,000s of comments, links, forwards... - All online stock ordered in LESS THAN 5 DAYS - Estimated value in 'earned media' more than US$3 million (multiplying cost of buying a 90sec spot by views using ad rates of sites YouTube, Youku, etc. Their Chinese tech and style leading audience lives most of their life online and are heavy users of social networking sites. Being leaders, they reject mass preferring instead to be the first to discover and the social kudos that brings. Viral, an internet 'dialect', was the perfect way to reach them in their language and excite them enough to get them to the campaign site where they could explore more and place an order. Retail theatre was used to capture imaginations in-store. Silver & Bronze Cannes Lions Promo Winner.

Agency: JWT Beijing, China.

Zuji "Zuji Beans"

Zuji, one of the world's largest online travel companies needed to drive more people to their website. They needed to get people thinking about booking a holiday when the world financial crisis was looming and saving money for a holiday was not at the top of people's minds. They came up with the strategy 'Helping Holidays Happen'. From there they discovered the best way to help people was to save them money for a holiday. They began creating everyday products and selling them at a very low price, this way people could save more money for their holiday. They began by producing Zuji Beans and selling them for just 10c a can. From their factory doors Zuji Beans were transported and sold in Zuji Bean shops throughout the country. The campaign grew to include above-the-line advertising, delivery trucks and even our very own Zuji Bean staff members. The first major shipment of Zuji Beans were sold out in the first month and as a direct result, the Zuji website recorded a 38% increase in search traffic. The website experienced the highest number of hits it had ever had in that time and Zuji Beans became a hit on over 3,550 blog sites nation wide. After the massive success of Zuji Beans the client extended the ‘Helping Holidays Happen’ campaign to include the entire Asia-Pacific region. With thousands of Zuji Bean cans now kept in cupboards across Australia, the Zuji brand is now literally a household name. During the financial crisis people had forgotten about holidays as an option and they needed to remind them that Zuji was the brand that helped them go. With promotion they could be topical, saving people money with Zuji Beans when they most needed it. Promotion also allowed them to advertise to their market at the right time - when it was holiday season. The interactive nature of promotion allowed them to set up Zuji Bean shops and sell the beans, which enabled the Zuji brand to enter the food cupboards and households of consumers all across the country. Gold & Bronze Cannes Lions Promo Winner.

Agency: Happy Soldiers Sydney - The Hallway/1220 Redfern, Australia.

Dodge "Baby made on board"

In 2007 they launched Dodge on the Belgian market as THE macho car brand. In 2008, the dare was even more exciting: sell the first Dodge family wagon to their audience, while strengthening the macho image of the brand at the same time! Family cars usually have ‘Baby on board’ stickers on the back. The typical macho on the other hand rather has 'fun' in the back of the car. The conception became the concept: Baby Made On Board. The campaign invited their prospects to test the backseat of the Dodge Journey, and make a baby during the ‘test drive’! Baby made on board stickers were handed out, e-mails were sent and posters were put out, all leading to the website. Here the action was communicated, and visitors were invited to spread the message, by sending an interactive, baby tickling e-card to their girlfriend, or making fun of their friends with an e-card highlighting the importance of ‘coming’ together. Virtual ‘training’ in baby-making was equally possible. And the campaign was supported with funny radio commercials. Gorgeous Dodge girls playing in the wet drew attention to the showrooms. Predictors were given to every couple that went for a backseat 'test drive'. The campaign was more than fruitful: a total of 72 babies speaks for itself! The action became the talk of the day on many blogs around the world, from Brazil to Russia. It was picked-up by national and international media (press, radio), national and international, and no less than 137.000 articles were published online. On the 10th of March, baby David was born, and a Dodge Journey was handed over to the proud parents. Family cars usually have ‘Baby on board’ stickers on the back. The typical macho on the other hand rather has fun in the back of the car. The conception became the concept. Gold & Silver Cannes Lions Promo Winner.

Agency: Proximity BBDO Brussels, Belgium.

Adidas "Adithread"

In 2007 the Adidas sponsored All Blacks suffered the most unexpected defeat at the Rugby World Cup. The challenge was to reconnect a disillusioned fan base with the team and strengthen Adidas’ brand position in the process. To do this they needed an idea that would get fans closer to the All Blacks by registering their support in a new, innovative and disruptive way. The insight was that the strength of the fans relationship was in the enduring power and legacy of the All Black jersey. The promotion was an integrated campaign where the jersey itself became message and medium. An interactive promotion invited fans to sign a virtual jersey thread. In a world first they then used nanotechnology to imprint the names on to a real thread to be sewn into the captains jersey. Alongside this was a unique chance for babies born on a 2008 test match day to be gifted a special All Blacks jersey, capturing a new generation of fans. The campaign took on a life of its own generating blog stories around the world and over 25,000 google results. The New Zealand media ran the campaign as the lead story in the primetime news bulletins and it made the front section of the major metropolitan newspapers. The website generated traffic from over 150 countries. 68% of NZ babies born on test match dates claimed their special jersey. Interest in the All Blacks was restored with research showing 18% more fans expressing interest. Ultimately, almost 10,000 fans got to have their name nano-imprinted into a piece of All Black history. Never before had sports fans had such an interactive and tangible way in which to become a part of their favourite team. The promotion would literally stitch the fans into adidas product and All Black history, deepening the relationship between the fans, adidas product, and All Blacks team. Additionally, they were giving the new generation of fans a special memory and affinity for the adidas brand they would carry with them for the rest of their lives. Gold Cannes Lions Promo Winner.

Agency: TBWA\Whybin Auckland, New Zealand.

Grand Prix Cannes Lions Promo "Yubari"

With a debt of $353 million, Yubari City in Hokkaido, Japan, went bankrupt in 2007. Their mission was to promote Yubari, reenergize its citizens, and help make the city economically viable once more. They focused on the fact that Yubari boasted the lowest divorce rate in the whole of Japan and created the idea, "Yubari, no money but love". In expanding this idea they created a loveable, yet slightly ironic character called "Yubari Fusai" - “Fusai” means both “debt” and “married couple” in Japanese. They then collaborated with the City to create additional schemes that positioned the city as a destination for happy couples – official certificates of happily married couples, branded merchandise and Yubari music CD’s, to name but a few. $1.5 million was generated in advertising value with exposure including 100 newspaper mentions, 100 online media mentions, 30 TV mentions and 53,100 blog entries (source: Google search). -Since the initiation of this project, annual number of visitors to Yubari increased 10% year on year, whilst $31 million has been generated toward alleviating the city's debt. - Branded Yubari Fusai products that initially were only available in Yubari now enjoy popularity nationwide. Given the state of the city’s finances the idea had to be low cost but highly effective. Just as importantly, their promotion had to be upbeat and positive. They needed to protect the sensitivities of the local residents and be sure that the promotion didn’t demean them in any way. The idea of “no money but love” was an honest, yet endearing articulation of the situation they faced. Added to which, and in a country obsessed by cute characters such as Hello Kitty, the Yubari Fusai icon, proved to be a potent vehicle in generating WOM, print and broadcast PR. Grand Prix Cannes Lions Promo Winner.

Agency: Beacon Communications Tokyo, Japan.

Banco Gallego "Fernando Torres"

In a very difficult moment for the banking sector, BG launched a new product with a very competitive rate in the market. The business objective of the campaign was to transmit confidence and to collect new funds for Deposit Accounts from existing customers. Also, as the budget for the campaign was low for the banking standards, the communication objective was to find a big idea that could be developed in an integrated campaign in all media but with the potential of being amplified by buzz. Using Torres helping his real friends through an integrated campaign generated big affinity. Also the teaser strategy generated big buzz in media and internet, and had the whole country talking about it for weeks. A small campaign with low budget became one of the most talked about of the year. When BG finally revealed in a press conference that after the campaign, there was a financial product called “amigo”, and afterwards launched the “official” campaign in all media, the response really overcame all the initial perspectives, in business generation as in awareness for the brand. The agency proposed to call the new product “Amigo”, because in rough times a friend is who you can trust in. Torres, world soccer star, is known for keeping the friends he had before becoming famous. So they proposed him to do a campaign NOT for the bank, but for his friends. The campaign started with three teaser ads where Torres promoted the business of his friends. Later, all of them, through direct marketing told BG clients that the same way their friend helped them make money... the bank could help his friends to make money with the “Amigo” Deposit. 300% increase in new funds vs. YAG. 300 Appearances in over 50 different media channels. Mentions in all the banking sector media praising the campaign. 100,000 visits to the deposit account’s website. A ROI in media worth more than 2,000,000€. All of this with an investment amounting to less than 0.1% of the banking sector’s total annual media spend. Clients flocked to the small businesses of Fernando Torres’s friends and the Banco Gallego as well. Bronze Cannes Lions Direct Winner.

Agency: Contrapunto Madrid, Spain.

ANZ Bank "Gettingguthru"

ANZ is one of Asia Pacific’s oldest, largest banks. They recognised that they weren’t connecting with the potentially lucrative student audience, but didn’t want to resort to $40 bribes to open accounts like their competitors. For 2009, they decided to take a more long-term, sustainable approach, with a campaign that was customer-centric, and scalable enough to evolve each year. They wanted to provide students with relevant products, tools and advice based on their needs and communicate in student-friendly language – without trying too hard to be cool. Instead of presuming that students want to engage with the bank, this campaign found a way of connecting with them on their own terms. The creative approach marked a brave new direction in ANZ’s communication with this audience, building on their ‘Easy banking’ proposition but re-interpreting it for the student market. Instead of just providing a one-off incentive to open an account, the campaign actually recognised what students’ lives are like, and offered real support and assistance. Their research showed that students don’t care about banking – but they do care about having no money. And you can’t tell them anything – they already know it all. So instead of just forcing products on them, they decided to take a softer approach, providing real help and advice that made a difference to their lives. They created an online hub called ‘gettingUthru.co.nz’, populated it with money-saving videos, and invited students to submit survival tips of their own. They could also set budgets, search for local deals, look for jobs, find the right products, and open accounts. For the first time, students actually chose to communicate with the bank, using the website to create a community for student survival. In just one month, over 10,000 students flooded online, posting hundreds of tips, from the practical, to the tongue-in-cheek, to the downright desperate. By the end of Orientation Week alone, over 7,000 students had opened accounts - that’s a 10% increase year-on-year, without any account-opening incentives. Proving that, with the right approach, banks and students can speak the same language. And the conversation is just getting started. Bronze Cannes Lions Winner.

Agency: Rapp Auckland, New Zealand.

Daimler "Flickr"

A campaign that strengthens customer loyalty by stage-setting the brand in a fascinating new way. The Flickr-Book shows a selection of the best Mercedes-photos made by Mercedes-fans and customers. The pictures reflect the enthusiasm of the brand Mercedes-Benz. On the photo website flickr.com, there are well over 100,000 images taken by amateur photographers from all over the world that portray Mercedes automobiles au naturel, in an often spontaneous but always affectionate way. To compile the most off-beat Flickr photos in a coffee-table book. To this end, they asked selected photographers to send us their image and to tell us how it came about. They used both the image and the story without any additional editing. The Flickr book was sent out to existing customers of Mercedes-Benz. A response card was added to the mailing. With the response card the customers got the opportunity to order additional informations and were invited to register for the online portal "My Mercedes" to upload there own photos and share them with others Mercedes-Benz customers. A response card gave customers the opportunity to request additional information and encouraged them to register for the “My Mercedes” Mercedes-Benz online photo album. Many customers took up the invitation and submitted their own Mercedes photographs. And the photo album just keeps on growing, although precise response rates are not yet available. And there’s another pleasing development, albeit an unexpected one: The response from the Flickr community. Here, the book itself became a hot topic – in groups, maps, discussion forums and a host of links and images. The result: Contrary to the initial plan, a second edition of the Flickr book is to be published in 2009. Bronze Cannes Lions Direct Winner.

Agency: Jung von Matt Hamburg, Germany.

Four'N Twenty Meat Pies "Magic Salad Plate"

Pies face the pressure of healthy eating. After having a long history of success as the unpretentious, honest and satisfying lunch for guys, Four’N Twenty, the iconic Australian meat pie brand was beginning to struggle for something to ignite existing and new customer interest. It now suffered from being considered an unhealthy meal choice. Sure guys still loved Four’N Twenty pies, but often they couldn’t commit themselves to eating one because of constant pressure by society to now be more responsible with their diets. All this pressure also frustrated them. They had to find a new way to give them permission to enjoy the pies. Pie eaters feel free to eat pies again. Building on Four’N Twenty’s history of being an unpretentious Australian brand, the Magic Salad Plate made light of health pressure, showing they understood their customer’s frustrations. It was a true innovation in the category, entertaining but also challenging social trends that celebrate the notion of the “health nut”. The plate price covered all manufacturing costs and it worked with a double impact, first encouraging people to buy pies initially to get their plate, then driving people to buy more pies to use it. Soon they were at workplaces around the country, generating publicity - driving more customers to buy more pies. The Four’N Twenty Magic Salad Plate. Instead of denying Four’N Twenty’s lack of health, they embraced it. They created a solution that worked with the pie to humorously say, “For five minutes society, can you bugger off and let me eat what I want!” – The Four’N Twenty Magic Salad Plate. An innovation that lets pie-eaters ridiculously appear to be also having some salad, when in truth it’s just part of the plate. Advertised across many mediums customers were driven online to buy plates using unique codes collected from packs. The goal being to lift Four’N Twenty single serve pie sales by 10%. Pies and Plates sell like crazy. The most successful marketing campaign by Four’N Twenty ever. The brand was immediately rewarded with huge free publicity for being “true to itself”. The brand and the plate became a symbol for letting guys just enjoy food. In the first fortnight, plate sales were reported at 25,000 and it was recently voted one of the best new products of 2008. It even appeared on eBay for 15 times its original value. Most importantly, Four’N Twenty pie sales soared with a 40% increase in single serves and 21% in four packs. Bronze Cannes Lions Direct Winner & 2x Gold Cannes Lions Promo Winner.

Agency: Clemenger BBDO Melbourne, Australia.

De Lijn "Business Cards"

De Lijn BUSiness cards: Bus company De Lijn replaced the business cards of its employees by personalized bus tickets. De Lijn wanted to recruit more travellers amongst middle class professionals, who rarely use public transport. The bus and tram tickets are made from paper and are about the same size as regular business cards. They created bus and business cards for workers at De Lijn with their name and personal details printed on. Since the original bus and tram ticket are used, you actually receive a free ride with a bus or tram as someone from De Lijn hands you over their business card. Therefore the baseline on each ‘bus ticket’ slash ‘business card’ reads: “You can always reach me with this card.” They pushed trial by replacing the business cards of 250 employees of De Lijn by real and personalized bus tickets. The employees were incited to hand these out to their business contacts, encouraging them to pay them another visit, using the bus. Business contacts could use the business card for 1 bus trip and keep it afterwards. The campaign is still running, but after three months already 1,047 cards had actually been used as a bus ticket. Which means that on average each employee has already generated more than 4 high quality leads. Bronze Cannes Lions Winner.

Agency: Duval Guillaume Brussels, Belgium.

Belgacom TV "Better soccer for better television"

Belgian soccer is exclusively broadcast by Belgacom TV, a Belgian pay television network. Belgacom TV wanted to boost sales by sending out a mailing. But would this be sufficient? They came to the conclusion that Belgacom TV had one major problem: Belgian soccer is way too defensive and - as a consequence - boring. Who wants to pay money to see boring soccer? Now their product was optimised, it made sense to send out a mailing that boosted sales. It contained a personal copy of the charter: A collector’s item for every fan. A letter and brochure, explaining Belgacom TV’s offer, went with it. And this campaign boosted more than just sales. It boosted the entire Belgian soccer. Late December 2008, another column was written about it in Belgium’s biggest paper, with more than 1 million readers. That’s four months after the launch of the campaign. They needed to make Belgian soccer better to improve their product. How? By calling on the Belgian coaches’ sense of pride. In the past, they chose tactics which were proven too defensive. The League of Professional Clubs called the national sports press together. All coaches signed a charter called “straight on goal”, in which they promised to play more attractive, offensive and spectacular soccer. The charter got nationwide attention in the media. The start of the season became more attractive to look forward to. Only now it made sense to send out a mailing that boosted sales. Belgacom TV subscriptions increased by 17% compared to last year. Besides: Average 2.8 goals per game were scored (Premier League: 2.6). Discussion amongst fans continues: “Your team does/doesn’t play along the charter”. The campaign not only boosted sales, but the entire Belgian soccer. Bronze Cannes Lions Direct Winner.

Agency: Famous Brussels, Belgium.

MTR Elements "Flirting with sound"

Most malls choose to pull in crowds and promote in-mall spending with coupons, discounts or acrobat shows…these sales activities often do not live up to the image of the mall, and some of them even threaten to harm the brand. “Flirting with Sound” is an attempt to break away from what most shopping malls are doing in Hong Kong. At Elements, we’d like to think of ourselves as curator to different forms of art. Instead of creating advertising headlines, they have created a lot of interesting story angles for the press to write about and people in town to talk about. The exclusiveness of their limited products were raved and loved by shoppers, fashionistas, art lovers and other influencers alike. Can you imagine sound as something else? They transformed sound into many different art forms, and turned these forms into a series of limited edition products to reward their loyal customers: From a silver pendant to chocolates, T-shirt, even home décor items for redemption. How about transforming sound live? Inside the mall, they organized a month-long event showcasing the stories and creative process behind their products. They also built a mega Sound Lab with an interactive visualization system that enabled visitors to transform and see their voices live. What’s more, the event was supported and extended into a fully integrated campaign that encompasses online gaming, mobile advertising and a special press kit, to name a few. Product redemption rate was over 90%, the best ever product redemption rate for Elements. Even six months after the event, they still had people asking them where to get one of the Beethoven chocolates! Generated sales worth of over US $28,000,000. 36 number of free media titles, with an estimated value of over US $500,000. 2x Bronze Cannes Lions Direct Winner.

Agency: McCann Worldgroup Hong Kong.

Pascall "When will the fruit burst"

Pascall Fruit Bursts are intense fruit flavoured sweets. The client asked them to create a campaign that would increase awareness and engage new and existing customers by restoring fun to the brand. Their strategy was to bring the product truth of ‘an intense fruit burst’ to life through a highly engaging piece of creative that their youthful consumers could actually interact with. With a product called Fruit Burst it couldn’t have been more relevant. They made a fun, engaging piece of communication that integrated the brand promise and created customer anticipation and involvement. They needed to generate mass reach with a limited budget and very little media. The projected response rate was for at least 3500 people to visit the website and the desired outcome to generate awareness and interaction. They literally demonstrated what a Fruit Burst tasted like by slowly inflating a giant strawberry filled with Fruit Bursts, on a billboard next to a giant pin. Then over the month of October they blew it up until it burst. A website with a live feed to the billboard gave the whole country the opportunity to guess the exact date and time it would burst to win $5000. Just one billboard managed, through media coverage, to reach millions worldwide. Website hits exceeded the client’s expectations by over 300%, with 81000 webpage views and over 11000 unique visitors. Thousands of people entered the competition making it one of Pascall’s most successful promotions ever. Brand awareness reached 93% and through brand tracking, purchases intent tripled over the course of the campaign. Bronze Cannes Lions Direct Winner & 2x Gold Cannes Lions Promo Winner.

Agency: DDB Auckland, New Zealand.

Studio Brussels "Changed Credits & Episodes"

The yearly Belgian charity event ‘music for life’, organised by radio station Studio Brussels and the Red Cross, was all about mothers on the run. Today, millions of mothers and children need to escape due to violence and war. They are left homeless without care and help. They needed to do something more impactful than just showing these terrible images in a TV spot, since they no longer touch western people. There is a certain fatigue, and it is so far away. They needed to bring this subject home, and infiltrate in people’s daily lives. “Thuis” is a series like ‘Neighbours’ and it’s all about families and their households. It is watched by a million viewers every day. It is part of life. When the viewers of ‘Thuis’ were all set to watch their favorite show, instead of seeing the normal credits, the viewers saw their opening credits. What makes this a relevant idea is that instead of showing misery you just show what means “home” for them. You bring the subject home and closer to target audience. That they took quite literally, they decided to do something with Belgium’s most watched TV series ‘Thuis’ (= Dutch for ‘home’). The original series starts with the opening credits showing all the actors, and a song that is all about ‘home sweet home’. They took the same graphics and the song but the images were taken from footage that they shot in Oeganda, they created five different opening credits, where people could follow five mothers on the run. They also created an online platform where they aired in depth reportage; showing how they lived and trying to survive. Also if it was broadcasted only in one medium they were present in a lot more. Other TV channels took to the footage to show it in their news program. The radio stations reported it and even two of them did in depth reportage about women on the run. In total we had a PR return of investment of 350%. The radio listeners increased by 200% during that period. During six days and five nights, three DJ’s played your favourite song in exchange for a donation. In six days time, 3.5 million Euros was raised. Bronze Cannes Lions Direct Winner.

Agency: Mortierbrigade Brussels, Belgium.

Sportspec "Parking Ticket Converter"

Bicycle shops are usually fairly conventional when it comes to marketing: Every season has its own "Now on sale"-drives. Sportspec ("The Sport Specialists", formerly "The Bike Specialists" in Gothenburg, Sweden) needed a way of being more active even in-between the seasonal sales. How can they create an attractive offer that can be used whenever they want and doesn’t risk drowning in media noise? The target audience was car owners that got a parking ticket in central Gothenburg. At no time is their target group more frustrated over the difficulty of finding parking in central Gothenburg, than when they’ve just gotten a parking ticket. As an encouragement, and a way of showing them an alternative to cars and tickets, they provided a folder with which they could turn the ticket into a discount when buying the bicycle of their choice. The black and yellow graphics are well known to biking people in Gothenburg which make the envelope also act as a kind of mini-poster for Sportspec, spread over cars in central Gothenburg. On cars with a parking ticket, Sportspec placed an envelope right next to the ticket. When the car owner placed the ticket in the envelope, it magically transformed it into a bicycle discount. The larger the fine, the more substantial the discount at Sportspec. The envelope turned bad news into better news. The campaign is still running (and will keep running for a long time – it was constructed with longevity in mind). Up to date, one thousand "discount tickets" have been handed out. One out of every seven has been converted into discounts on (very expensive) new bicycles. Bronze Cannes Lions Winner.

Agency: Goss Gothenburg, Sweden.

De Beers "Unbreakable Kiss"

In a dismal economic climate, where men were either reluctant or worse still, unable to spend on a big ticket items for Christmas, they wanted to give them a chance to celebrate their love in a way that was as enduring, unbreakable and as special as a diamond, without necessarily having to buy a diamond (although if they did buy a diamond that would be nice too). They wanted to enlist people who were busy thinking about the economy or Christmas to start thinking about the most precious thing they have, love. And they wanted them to appreciate the fact that much like a diamond, love is forever. Debeers’ famous line is "There are two things that last longer than time, love is one of them" was being brought back for Christmas 2008. They wanted to show that like a diamond true love is also forever. So they helped couples capture an expression of their love that would be as unique and enduring as a diamond. This was not traditional advertising. Each couple or individual signed up for and got their own personal diamonds commercial film that they could use as they wished. Many participants thanked them for being able to appear in a piece of advertising. A giant mistletoe installation shaped like the diamonds logo hung ten feet above the ground in one of New York’s most romantic parks. Circled by sixty, still cameras that simultaneously captured any kiss under the mistletoe, the shots were immediately fed into computers, strung together in sequence to recreate a moving video of the kiss frozen in time. Forever. People could go online and download their unbreakable kiss. Where they could then upload it to their Flickr and Facebook pages, save it as a screen saver or virally email it to friends. Website traffic (during this holiday period) increased 94% versus last year. Each film, although initially created for the enjoyment of the participating couple, was enjoyed by over 300 viewers as the site grew its online audience. $4.6 million worth of free publicity was gained. DeBeers donated $5 for every kiss to the Elton John Aids foundation and topped up their contribution to the sum of $50,000. Madison Square Park who had been dead set against having the event at first extended the hours of the event and even offered an extra day. People travelled in from out of state and lined up for hours. Park traffic increased by 30 percent. Unbreakable kiss films even started turning up on youtube. Bronze Cannes Lions Direct Winner.

Agency: JWT New York, USA.

Volkswagen "Bluemotion Petrol Receipt"

Raising the profile of Volkswagen's BlueMotion models. Positioning them as exceptionally economical and environmentally friendly vehicles. Assisting sales. They make use of a medium at BFT filling stations that does not cost anything and still precisely places their message in the hands of every motorist: The receipt for the petrol. The cashier system automatically divides the number of litres put in the tank by the average consumption of a Polo BlueMotion. The statement is simple: With a BlueMotion model from Volkswagen you would now drive considerably further than with your own vehicle. Driving is particularly not much fun for motorists at one point in time: When they pay the bill at the filling station. They make use of this regularly recurring event with a high potential for frustration into their idea to score for their message. - 12,459 hits on the site; - 237 online dealer contact enquiries; - 262 orders for BlueMotion brochures initiated via the petrol receipt. 2x Bronze Cannes Lions Direct Winner.

Agency: DDB Hamburg, Germany.

Animal Rescue Shelter "Trow us a bone"

Dwarfed by bigger charities during a tough economic period, their objective was to create a unique idea for the Sydney Dogs & Cats Home, to boost awareness, donations and dog adoptions. But rather than use a ‘poor me’ charity approach, they decided to entertain people and engage them. This idea was relevant because they created a ‘Wonder Dog’ for a dog’s home, and people love interacting with intelligent animals. The strength of the creative was that it used innovative media to encourage people to donate in a positive way and offer them an immediate reward. In Australia, ‘throw us a bone’ means 'please help us'. They created their own entertaining content, Frankie the Wonder Dog. They pioneered a convergent technology platform that enabled people to interact in real-time with him. People ‘threw’ Frankie a bone via SMS and received an instant dog trick in return. Every bone thrown was a $5 donation. Great results in just three days: • 1327 bones thrown; • 17.4% of people threw two or more times; • 25% of dogs needing homes adopted; • 600% increase in new volunteers; • Over $150,000 in free media from Optus, Inspire, Fairfax, News Limited and JCDecaux. Bronze Cannes Lions Direct Winner.

Agency: M&C Saatchi/Mark Sydney, Australia.

mytoys.de "The Lego Codes"

myToys.de is one of Germany’s largest online toy stores. The task was to advertise LEGO, one of the company’s leading products, with an innovative campaign. Many people should be guided to the website where LEGO brick boxes are sold. The target audience was drawn from potential new customers. MyToys.de is an online toys retailer. On one hand, they had to lead people to the website, and on the other hand they wanted to amaze and involve them in the offline world at highly frequented places in German cities. By using the colourful and stunning patterns of real LEGO, they caught the consumer's attention. And, because these patterns were QR Codes, they were able to guide them to the website where they could buy a LEGO brick box. Therefore, each decoded message included a web-link, with which the corresponding LEGO brick box could be ordered directly from myToys.de. They created an interactive direct campaign that was as playful as LEGO itself. Therefore they utilized QR Codes, which are increasingly popular in Germany. They are able to encrypt all kinds of information, including web-links. Three-dimensional and colourful QR Codes were built by hand - using real LEGO bricks! Curious passers-by could crack a LEGO Code, simply by taking a picture with the QR Reader of their cell phone. The decoded message suggested one of many imaginative possibilities that could be built with the LEGO bricks used in the code that people were standing in front of! The LEGO codes were linked to success. Online tracking showed, that 49% of all online visitors at the LEGO Sites from myToys were achieved through their campaign. And compared to the non-advertised LEGO products from myToys, the LEGO brick boxes were sold twice as much! Their campaign aroused people’s playfulness and opened their minds to the imaginative world of LEGO. 3x Bronze Cannes Lions Direct Winner & Bronze Cannes Lions Promo Winner.

Agency: Lukas Lindemann Rosinski Hamburg, Germany.

DraftFCB Kobza "Bank Transfer Job-Ad"

The advertising agency was looking for an accountant who is more attentive than the others. Their target group: Accountants of other agencies in Austria, Switzerland and Germany. Furthermore the agency wanted to advertise in a new and innovative way in order to boost the agency’s brand appeal. The relevance lies in the simplicity and sharpness of the promotion: The credit transfer reaches exactly their actual target group of accountants, which means they have almost no waste coverage. As the budget was quite small, they came up with an idea that is rather inexpensive and very easy to use. They used the posting line of a credit transfer as advertising space: They simply transferred 1 Euro via online banking to other agencies, using the posting line for the job ad and so inviting applications for the job of an accountant. The promotion was a great success: We have hired a new accountant. Based on their highly targeted approach, they drove a 60% response rate and numerous high caliber applications. Bronze Cannes Lions Direct Winner.

Agency: DraftFCB Kobza Vienna, Austria.

Step Carpet "Step On Step"

Step is a worldwide rug brand manufacturing high-quality rugs. The brief was to launch the “The New Silk-Collection Step Rugs” in the best way possible. Their target audience are wealthy and design-conscious new customers who have not experienced walking on a Step rug ever before. The main strategy is letting people actually EXPERIENCE this new collection and EXPERIENCE the brand. The name of the brand is Step. The object of the project is to make people step on these rugs. So the project name “Step on Step” worked perfectly for the branding and helped raise the awareness a lot. Even the project name itself made the brand more famous. Also, due to the economic crisis people go out shopping and visit the stores less and less. And this has been an opportunity to visit people who don’t visit them. The strength of the idea is letting people walk on Step rugs at their homes; experience them in their personal lives. They have seen that the fabric of this new selection is incredibly soft, pure silk. The challenge was, “How can you make people experience this softness, if they don’t come to your store?” You go to them! They decided to make an unconventional direct mail project. They wanted to communicate: Common Test-drive our Rugs. How? Wear these Rug Flip-flops! To make the project cool and highly appealing for the target audience they designed the packaging as well. To measure the effectiveness of the project they placed a coupon inside every package. People who came to the Step Stores with coupons got a 20% discount and free discovery from an interior designer. Step as a brand has a very niche target audience. They sent it to 400 people. They got 85% response on the project. 342 of these people bought a rug or an accessory from the Silk Collection. They also sent the flip flops to trend setters, celebrities and newspaper columnists. Spending only 5.000$ for the production they have reached over 100.000$ PR coverage in a month. Bronze Cannes Lions Winner.

Agency: TBWA\Instanbul, Turkey.

Lübbe & Co "Paper handkerchief book"

Bastei-Lübbe Verlag is the largest publisher of sappy romance novels in the German-speaking countries. One of its most prominent authors is best-selling American author Sasha Lord. Due to her enthralling romantic adventure novels, Sasha Lord has become one of the most successful international best-selling authors of her genre. “Across a Wild Sea”, yet another promising title from the Bastei-Lübbe publishing house, came out at the beginning of 2009. To promote the title, their customer wanted to have an extraordinary campaign that would do justice to the love story and significantly increase the number of pre-release orders. The number of people who read sentimental literature is very large – as is the number of titles competing for space on the market. In spite of this, Sasha Lord has over the course of the years written her way into readers’ hearts and defended her title as a best-selling author. Her readership and their expectations of her are enormous. So the most obvious thing to do was give readers what they want: emotions. With this promotional concept, they want to let the target audience know without a doubt that this title is best-selling author Sasha Lord’s most emotional work yet. The way that an excerpt of the material was presented was a good clue as to the tear-filled content of the novel: the first chapters of the tear-jerking book were printed as an exclusive preview on paper handkerchiefs. At first the weight and look of the excerpt makes it seem just like the real version of the book. Upon opening the hardcover however, the reader realises that a box of tissues is hidden inside the book. The pages of this box have the first chapter of the novel printed on them. This “pocket-handkerchief book” in a tissue box was sent to 200 publisher’s dealers and about 300 loyal readers. The response of regular readers addressed before publication was gigantic. 70% ordered the book directly from the publisher even before the official sales launch. The eye-catching advertising campaign caused sales to reach the level forecast for the whole month of January in just the first week! Bronze Cannes Lions Direct Winner.

Agency: Serviceplan Munich, Germany.

Gothenburg Homeless Aid "The Homeless Letter"

Gothenburg Homeless Aid is a charity organisation that helps the homeless, substance abusers and other vulnerable people. Most of us are a bit more generous around Christmas and tend to give more to those less fortunate than ourselves. That’s why Christmas is a very important time for the Gothenburg Homeless Aid, and a large proportion of the entire year’s funding is collected. This is why, every Christmas, Gothenburg Homeless Aid sends letters to everyone who has previously donated money. To illustrate just how tough even a single night in the streets can be, they let the envelope spend a night outside, so when the envelope reached the recipient it was rather scuffed. A few hours in the rain without shelter will do that to you, man or envelope. While it’s hard enough to get people's attention with direct mail – it’s even harder around Christmas. How can they make a regular letter stand out in the avalanche of Christmas cards, advertisements and junk post? And how can they make the envelope itself become the carrier of their message? Well, before they posted it, they let it spend a night in the streets. The letter was sent to 1,500 households in Gothenburg (taking into account their age and annual income) just before and after Christmas. In total, 22% of the recipients donated an average of just over 29 Euros (to be compared to last year's results when 15% of the recipients donated an average of 21 Euros). The Christmas campaign as a whole raised 163,000 Euros - an all time high. Not bad for a city with scarcely half a million people. The campaign was the most successful ever for Gothenburg Homeless Aid. Bronze Cannes Lions Direct Winner.

Agency: Goss Gothenburg, Sweden.

Komatsu "Xtreme precision"

Komatsu, a major player in construction machinery and vehicles, has a huge reputation for its powerful, huge construction machines, but is less known for its compact and precision machines. In Belgium there are only five companies big enough to be key prospects. So, what kind of mail can you do to only five companies? There is no better way to demonstrate extreme precision than an extreme precision product demonstration. They hired the Komatsu stunt team and send their prospects a direct mail. No tricks or effects were used. How does it work? 1) Prospect receives an envelope with nothing but a web link with his company’s name inside: www.komatsu.eu/thenameoftheprospectscompany. 2) Prospect types this into his browser, a movie opens. 3) In this online movie he can see how the envelope is carried by a big Komatsu construction machine. The machine drives to his - clearly recognizable - company and drops the envelope in his mailbox. 4) Pay off ‘Dear Mr. Prospect, if you need extreme precision, just give us a call.’ All five key prospects are now good Komatsu clients. That’s a 100% score. Bronze Cannes Lions Direct Winner.

Agency: Duval Guillaume Antwerp, Belgium.

2009 "DTP Job Vacancy"

To get the most talented DTPer (studio designer) in a highly competitive market where it’s hard to stand out among all the job vacancy ads in this sector. To execute the idea for the same price as a normal ad, but then with a lot of free publicity. This creative execution was relevant because DTPers were waiting for the authentic ADOBE CS4 software which was about to be launched. DTPers are working with this software, and therefore this Trojan horse attracted their attention immediately. The design had to look as real as possible. The Box had to look real, but at a second glance it would make you smile. Also the special made programme had to make the DTPer smile. Infiltrate in companies by delivering a box to the desk of targeted DTPers. The box looked like the new ADOBE CS4 software, but it was a Trojan horse called ABODE CS4, meaning Ad for most Brilliant and Outstanding DTPer Ever. A special courier delivered the packages. Each package contained a DVD and guidebook. The DVD describes the Marketing Agency 2008 and the current vacancy. It includes a software programme they designed so that people could create their own personal letter of application. With one click they could send this letter to 2008. They also designed a special website www.abodecs4.com. The response of this campaign was overwhelming. They delivered 70 boxes, but received over a 100 applications. The news of their action was spreading everywhere, from their own website www.abodecs4.com to blogs, advertising magazines, computer magazines and even job magazines. They did 20 job interviews and finally they got the guy who was perfect for the job. The box became a product that every DTPer wanted to have. The costs were less than a 1/2 traditional ad in a trade paper (5000 Euro). They got their DTPer and a lot of free publicity for the new company. Bronze Cannes Lions Direct Winner"

Agency: 2009 Amsterdam, The netherlands.

Shiseido Skincare "Peace Mirror"

Women developing sensitive skin are on the rise in Japan because of stress, irregular living and working hours. Unfortunately, promises for better skin results and new product features are no longer trusted by them. They found that what they really need is stability of their skin. How can they once again attract these target women for a re-launch campaign of Shiseido “d-program”, the skincare brand for delicate skin? The best moment for a woman to think about her skin is when she is in front of the mirror, reflecting herself and watching how peaceful and stable her skin is. In fact, the most important thing for better skin is to watch, know and talk more about her skin in front of the mirror. They offered her an opportunity to have conversation with herself about her “Peace for Skin” and this opportunity to receive recommendation from herself, not by others. They developed an unprecedented direct marketing innovation - ”Peace Mirror”. We put them at sampling booths in several major train stations. By simply uploading the woman's photo, a 3D version of her face will move, talk and blink in the mirror and by answering 6 questions asked by herself, she can find out what her skin type is and receive the right product sample based on the result. Then, on her mobile phone, a 3D version of her face will recommend her to try “d-program”, and on the website a beauty expert will give her daily advice through the mirror according to her skin diary. The response of the “Peace Mirror” at the stations and on mobile phones has led to the increase of visitors to the website. They acquired more than 800,000 PV in just 1 month. As a consequence, this campaign resulted in a sales increase of 29% from the previous year. Silver Cannes Lions Direct Winner.

Agency: Hakuhodo Kettle Tokyo, Japan.

The Zimbabwean "Trillion Dollar Campaign"

Their client, The Zimbabwean newspaper, has been driven into exile for reporting on how the Mugabe regime has rigged elections, crushed the opposition, caused poverty, disease and the total collapse of the economy. And now, having been exiled, the regime has slapped a 55% luxury import duty on the paper (as if freedom of speech is a luxury) that makes it unaffordable for the average Zimbabwean. To get the paper into Zimbabwean hands, it needs to be subsidised, and their client can only do that by raising awareness, acquiring new customers and driving sales outside Zimbabwe. The Zimbabwean is a newspaper that highlights the continuing turmoil in Zimbabwe. Instead of trying to explain all the problems to potential buyers of the paper they thought they show them a real and tangible symbol of the country's collapse - the worthless currency. To be able to casually throw away billions and trillions of dollars of currency, by handing them out and with their message stamped all over it speaks far louder than any letter or written appeal ever could. One of the most eloquent symbols of Zimbabwe’s collapse is the Z$ trillion dollar note, a symptom of their world record inflation. This money cannot buy anything. But it can become the advertising. So, they led with a direct campaign by turning the money into its own medium by printing their messages straight onto it. They handed out flyers. They mailed bundles of cash to famous people. Wherever the Zimbabwean was sold, we had a poster-with notes that people could detach to keep the email address. They made murals and even the world’s first billboards out of real money. Overnight, trillions of dollars of Zimbabwean banknotes achieved what they’d never been able to buy – real results. By sending their mailers to media personalities and by distributing flyers on the streets and having tear-off posters, they generated massive traffic and talkability. Within days they were in the national press on national television and radio. And then the internet discovered it and it spread across the world. As the campaign continues, sales of The Zimbabwean continue to soar. In the week of the roll-out alone, the website logged over 2 million hits. They used Mugabe’s own creation against him. Silver Cannes Lions Direct Winner.

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

Yellow Pages "Yellow Treehouse"

In New Zealand, the Yellow Pages was seen as an old fashioned book that was no longer the best place for people to find businesses. New online directories such as Google were gaining dominance. As a result of this perception, Yellow was finding it increasingly difficult to sell listings in their books. Their brief was to show that Yellow is still the best place in New Zealand to find every business you need. This wasn’t a metaphor or a nice warm fuzzy ad with great special effects. This was a single minded product demonstration. Using Yellow and nothing but Yellow was at the core of it. Every business, service and product needed to build the restaurant was found using Yellow. The businesses who helped were featured and there was a link on the site back to their business. It proved to the public that you can get any job done using Yellow and proved to businesses that it pays to be in Yellow. And they got to build something really amazing. Show that you can get any job done using nothing but Yellow. But they knew that building a birdbath or a garage wouldn’t make people take notice. They needed a project that would capture people’s imagination and prove that you can complete the toughest job using nothing but Yellow. So what was the job? They decided to build a restaurant. 10 metres up a redwood tree. In just 66 days. And via DR TV, Radio, Print, Billboards, DM, Banners and their website, they got people all over New Zealand and around the world following our progress. Their yellowtreehouse.co.nz site attracted over 221,000 visitors, each spending an average of five minutes. Over 2,000 people dined at the restaurant. A further 2,000 tried but missed out. Unprompted recall of Yellow increased by 37%. Sales in Regional Yellow Pages Directories increased 6.7% year-on-year, with the highest increasing by 19%. (Across the board, sales in print directories are declining internationally). Yellow online usage increased by 11% to a record 1.02 million per month in November. Yellow book usage increased by 9.2%. The free media coverage this generated in NZ was worth over $3.5 million. Silver Cannes Lions Direct Winner.

Agency: AIM Proximity Auckland, New Zealand.

Amnesty International "Wake up, humans!"

Wake up humans! 10 December 1948: 48 nations signed the Universal Declaration of Human Rights to protect the dignity and freedom of human beings. 60 years later: Human rights are still flouted just about everywhere. No country in the world can stand up and honestly claim to respect the declaration entirely. To awake the defender of human rights that is asleep in each and every one of us, Amnesty International Belgium created a series of experiments via hidden camera, internet, posters, direct mail and mobile phone. The campaign’s strength lies in its credibility. The idea was to get the message across to Belgians in their everyday lives, which they tried to do by making everything look 100% authentic. The direct mail looked like an official letter, the SMS’s and emails people received looked like official warnings. In other words, people didn’t think that what they were reading was advertising, but real. This way, they reminded them that human rights should never be taken for Granted. TV: Hidden cameras are shown on video sharing websites and on television to wake up other people's consciences with the slogan: "Human rights still need you to defend them. Wake up humans!" INTERNET: Access to the amnesty.be site is blocked and censored for subversive content likely to harm the public interest. www.lesoir.be , a leading site for information in Belgium, is also blocked and censored. SMS's, E-MAILS, POSTERS and DIRECT MAIL are also used to inform ordinary people, journalists and public opinion leaders that one or several of their rights have been or could be taken away from them. In total, the “Wake up Humans!” campaign succeeded in waking up several thousand consciences, proving that Belgians are courageous people who are ready to get involved – not only by donating money, signing petitions and becoming members, but also by standing up and giving their most precious gift: The capacity to fight for the defence of human rights. Silver Cannes Lions Direct Winner.

Agency: Air Brussels, Belgium.

busuu.com "The Gomeran Whistle"

Busuu.com is a very useful website where you can learn any language online. However, the website was not very well known and did not receive many visits. The objective was to make the site known. They created a targeted way to reach the target audience: A cultural documentary focused on a very fun language where words are whistled instead of spoken. Busuu.com noticed this unknown language, getting the objective of making the web busuu.com famous. They decided to use a different format: A cultural documentary. As one can learn any language on the website, the documentary focused on a rather uncommon language, one that is only spoken in a remote island in the Canary Islands, where words are whistled instead of spoken: The Gomeran Whistle. They then designed a viral strategy to drive our audience towards the site and be out in the media, claiming a place for this language in UNESCO’s list of Cultural Heritage. - Visitors of the web increased 1500% in one week; - The documentary got 60,000 YouTube views; - With a budget of 20.000€, we got the web noticed in all the media in prime time (at news); - The web is very useful to learn languages. They only needed that people know it. With this campaign, they got that people visited the website. They actually learn languages on web. Silver Cannes Lions Direct winner.

Agency: La Despensa Madrid, Spain.

Red Cross "Store+ The store that sells hope"

The objective of the direct campaign was to create a demand for a product that could not be touched, seen, heard or worn, but felt. Hope. And by doing so, raise money for the Red Cross. Direct marketing was extensively used to generate interest. First with brochures of the project for potential partners. Then with formal invitations to opinion makers, news outlets and celebrities handpicked to endorse it. That combined with the Internet to reach the general public, led to desired curiosity and number of customers at the opening and after. The creative execution achieved just the right tone as it reached different targets and was able to create the demand for Hope and sustain the public and media interest on the Store. A Store that was both a commercial place but with an emotional side to it gave us the opportunity to reach out to people like no retail store had ever done before. The originality of Hope as a product and a Store that sold it in various sizes and kinds let them create several types of direct marketing elements. All of them with Hope in mind. They had to be sure people understood it wasn’t just any other store. But one that sold Hope. And had to be clear it would be in a mall and have every characteristic of an actual retail store. At the same time, people had to make the connection between the Store and the Red Cross. The solution was to convey as close as possible the Christmas shopping experience with a direct marketing that created curiosity and awareness at the same time. The response was huge with hundreds attending the opening, several companies joining the project and a constant flow of customers. From the three hundred formal invitations sent out to the opening, close to 90% confirmed their presence. All three major networks, the magazines with greater circulation and all radio stations that were targeted were present. The flow of public driven by the site, web features and regular mail, kept the Store with a constant flow of customers. The Store also led to partnerships with corporations that was only possible due to the initial direct effort to present the Store in detail. The investment was recouped and helped spread the word about the Store that sold Hope. Lots of it. 2x Silver Cannes Lions Direct Winner & Gold, Bronze Cannes Lions Promo Winner.

Agency: Leo Burnett Lisboa, Portugal.

Mercedes-Benz "Folder Mailing"

The goal was to develop a tool to arouse the interest of existing customers in the new Mercedes Benz Sprinter Transporter and to encourage them to take a test drive. The strategy was to provide every Mercedes-Benz dealer with a tool, with which he could e-mail to his clientele in a completely new way. Thereby, small business owners, that already had an old Sprinter, were encouraged to experience the features of the new Sprinter and, eventually, buy one. The comparison between a Sprinter and a computer folder is immediately evident for every small business owner, since he works with both on a daily basis. But also Mercedes-Benz could benefit from this completely new way of communication and strengthen its position as a technologically innovative brand. The idea was to parallel the similarities of the Sprinter transporter and a computer folder. Why? Because both can contain more than one would imagine. Therefore, they created a special "Sprinter Folder", loaded with multiple subfolders, whose titles and icons made up a story about the Sprinter. They communicated this to where small business owners spend a lot of their daily time: in the Windows-Explorer of their computer. So, the desired, average response quota was met and exceeded. Another strength of the idea was the cost-response-ratio. Using a computer folder as a vehicle does not cost a thing and "drives“ through the Internet to his recipients for free. They reached a response quota of 18%. Additionally, 50% of the people who responded to their dealer's mail did a test drive in the new Sprinter, which was the goal of the campaign: to make the new Sprinter an experience. Silver Cannes Lions Direct Winner.

Agency: Lukas Lindemann Rosinski Hamburg, Germany.

Volkswagen "The Navigationletter"

Show in a smart way the reliability of Volkswagen Navigation Systems to all Volkswagen drivers still driving without Navigation System. On each envelope they printed the exact route from sender (Volkswagen) to recipient (Volkswagen client). With this visualization we proofed that you always get to your destination with Volkswagen Navigation System. Every route was calculated by a special software based on Google Maps which they installed at the Volkswagen Dialog Center. Every day hundreds of Volkswagen mailings are sent out to the clients – and reach their destination. Just as car drivers who certainly reach their destination thanks to Volkswagen Navigation Systems. They decided to turn each mailing envelope into a unique, personalized advertising space for free. It became a simple and clever method to show the reliability of Volkswagen Navigation Systems. During the promotion period 27,350 envelopes with personalized routes reached their destinations. The imprinted website www.volkswagen.de/navigation invited the recipients for getting more information. The click rate increased by 12%. Volkswagen Service sold 4.2% more Navigation Systems in the following months. Silver & Bronze Cannes Lions Direct Winner.

Agency: DDB Berlin, Germany.

T-Mobile "Dance"

The nation was in the depths of winter and recession, making many people sensitive about corporate insincerity and dishonesty. In this climate, T-Mobile had to launch a new campaign, one that people could believe in and trust. One that would make people feel good about the brand. So they couldn’t just tell people T-Mobile's new philosophy, they had to prove that, Life’s for Sharing. By doing so, they had to add another 143k customers. Their focus was on a new, upmarket audience, likely to spend £30 a month, as most of T-Mobile’s existing customers spend only £10 per month. The event was so memorable the public took their mobile phones out to share it with calls, texts, photos and videos. The dance became news in its own right, covered on National TV news, national press, radio phone-ins and bloggers. The dance spread across the Internet. It was discussed by bloggers, Facebook groups multiple websites. Perez Hilton’s site described it as “One of the raddest commercials anywhere”. The Sun Newspaper described it as an “epidemic of joy”. T-Mobile had gained people’s good will and trust. In a bleak time, the brand had cheered people up. They decided to create a live event so memorable that people just had to share it. At 11am on 15th January a single commuter started dancing. Moments later hundreds more joined in, including hundreds of genuine members of the public. Everybody there enjoyed a moment worth sharing. The dance aired 36 hours later, in a full length peak ad break. It was simultaneously launched on T-Mobile’s YouTube channel. Over the next three months the dance was shared through TV, radio, press and online advertising, We projected a 5% increase in inquiries and footfall. We gave out 2,500 credit card size leaflets to say that the ad was by T-Mobile and that it was being broadcast on TV the next day. A staggering 13 million hits on YouTube. It’s the 12th most all-time viewed in the Entertainment category on YouTube (UK). The most viewed commercial in the last 365 days (ViralVideoChart.com) 43 Facebook groups, largest with over 4,500 members. £1.2 Million worth of free media and press coverage. At a time when national high street sales were at an all-time low, T-Mobile Stores had a record footfall, with a 5% increase on last year. T-Mobile had the lowest cost per response, ever. Cost per acquisition declined by 24%. In a recession, T-Mobile had a 52% increase in sales from last year. 80% of these customers were the intended top end of the market, £30/month. Gold Cannes Lions Direct Winner.

Agency: Saatchi & Saatchi London, United Kingdom.

Lion Nathan "TED696 Project"

Many Australian beer brands also offer their product in a larger-size “longneck” bottle. To grow their market and give their current customers this option, Tooheys Extra Dry (TED) wanted to launch their own longneck beer bottle – the TED 696ml. Their aim was to: 1) Launch the product (TED 696ml bottle). 2) Reach influencers - it's important for Tooheys Extra Dry (TED) to continue to be a creative, edgy brand. 3) Create interaction - they wanted to get people deeply involved with the brand, creating an ongoing dialogue. Ironically, the brown paper bag that all longneck bottles are sold in, covers the branding of the product inside, yet it has never before been used as an advertising medium. In Australia, longneck beer bottles are always sold in brown paper bags. Therefore if they could own this bag, they would own the category. So they launched the TED696 Project – a collaboration between TED and some of the world's best street artists to design a brown bag using the theme of ‘696’. They then opened the competition to the wider public. In the first eight weeks, over 500,000 longneck bottles of TED were sold representing $9 in sales for every $1 invested. The website received unique visits from 104 different countries, with each person spending an average of 9.5 minutes at the site. During the 5-week competition period, we received a cutting edge design every 84 minutes. MTV held a gala exhibition evening to announce the winning design. The exhibition is now touring nationally. The bag design competition was so successful that it is now an ongoing project, with submissions being printed and distributed throughout liquor stores around the entire country. Gold, Silver, Bronze Cannes Lions Direct Winner. Gold, Silver Cannes Lions Promo Winner & Bronze Cannes Lions Media Winner.

Agency: BMF Sydney, Australia.

Jewish Council "The Great Schlep"

Their assignment was to help Barack Obama win the Presidency of the United States by targeting voters in any key battleground state. Florida was such a key battleground state, and in 08’, it was up for grabs. An important voting group in Florida is its elderly Jews, but they were skeptical about Obama due to misinformation. So, in order to get elderly Jews to vote for Obama, they targeted the one group they’d listen to: Their grandchildren, and encouraged them to visit their grandparents in Florida to educate them about Obama. This intergenerational conversation was the key to their campaign: The Great Schlep. There are 400,000 elderly Jewish Voters in Florida, and like most elderly voters, the vast majority of them vote. This makes them a powerful voting block in Florida, and if Obama were to win a large percentage of them (despite their initial reservations) he’d win the election. In addition, since the majority of young Jews, like most young people in general, were Obama supporters, targeting them directly figured to be most effective. And besides, what Jewish grandparent wouldn’t want a visit form their beloved grandchild? They launched the campaign with a website aimed at inspiring, educating and connecting young Jewish people about the Great Schlep. The website consisted of Obama information/videos for viewing and sharing, a Great Schlep Facebook community component, talking points for engaging Jewish grandparents about Obama, and an online store with Schlep merchandise. In order to drive traffic to the website, they created a viral video about the Great Schlep. This video was seeded on a few video-sharing website sites, such as YouTube, and on the Great Schlep homepage. Their goal was to drive enough traffic to the website/Facebook group so as to create a movement with real political impact. Within a few weeks, The Great Schlep Facebook group had 25,000 members, and the Great Schlep talking points had been downloaded 1.2 million times. The Great Schlep was featured in every major American newspaper and on all major television stations. Networks such as CNN and ABC followed “Schleppers” to Florida from all over the country. The Great Schlep video featuring Sarah Silverman was hosted on thousands of blogs gaining more than 4 million views. The Great Schlep campaign received 342 million media impressions. On Election Day, Obama received the highest percentage of Florida’s Jewish voters in 30 years, and won Florida by 3 points. (Source: Optimedia) Gold Cannes Lions Direct Winner.

Agency: Groga5 New York, USA.

Conect "Village where nothing ever happens"

Pay TV Thematic channels have spent 20 years running advertising campaigns talking about its advertising efficiency. On 2008, they were looking for a different reaction. It was time to stop talking about efficiency and they decided to demonstrate it unequivocally through a real exercise involving four steps: 1) Choose an unknown and never-advertised-on-TV product. 2) Launch an advertising campaign only on Pay TV, with a clear call to action to the product and its website. 3) Measure variables (knowledge, awareness, traffic, sales) before, during and after. 4) Accredit Pay TV for the experiment’s efficiency and announce it to the market. The chosen product was Miravete de la Sierra: A tiny village with amiable people, on Sierra de Lastra, Maestrazgo County, Province of Teruel. Its 12 inhabitants became the stars in a real tourism campaign as if it were a much bigger and important city. Few weeks later, Miravete became a media and tourist phenomenon, attracting plenty of tourists and journalists. Since Pay TV was the only media channel involved, its role was direct and unquestionable. Subsequently, the “Miravete Case Study” was elaborated and detailed results were presented to media and advertisers in order to communicate the efficiency of Pay TV. They headed for a challenge: Create a different, unexpected tourism campaign. Amidst tourism campaigns that bear a huge offer of activities, they chose to invite people to do nothing: HERE NOTHING EVER HAPPENS HOW LONG HAS IT BEEN SINCE NOTHING HAPPENS TO YOU? Come to MIRAVETE www.thevillagewherenothingeverhappens.com Four TV Spots starred by its 12 inhabitants invited the viewers to the village and its website, which included: a. 3D virtual tour b. Reservation office c. Donations: Buying tiles to restore the Church d. Merchandising: Doll replicas of the inhabitants, ringtones, screensavers. e. Advergaming of the village’s most common activity: Goat milking. - Amidst the crisis, the thematic channels increased their advertising market share a 5.05% (value) and maintained its volume (seconds) against a decline of a 7,5% of general TV Stations. (Infoadex/Sofres); - 517,000 web visits; - Estimated Publicity: 574.540€; - Awareness: 498% increase, before 390.840, after 1.568.700 (IMOP); - Recall: 56% (CIMEC); - 10 times more visits than turismosevilla.org, Bilbao.net (Nielsen Netratings); - 650 links and references (YouTube, Facebook) (Infometrics); - The two village bed and breakfast booked solid for four months. 2x Gold, Silver Cannes Lions Direct Winner & 2 Silver, Bronze Cannes Lions Promo Winner.

Agency: Shackleton Madrid, Spain.

OVK "Let it Ring"

Calling and driving is responsible for more and more accidents a year in Belgium. OVK – Parents of Child Road Victims – wanted to make people aware of the danger. For people who’ve never experienced a road accident, calling and driving doesn’t seem something harmful. They wanted people to experience the direct consequences of their actions. An accident is always unexpected; therefore they chose an unexpected way to communicate their message. Through a partnership with Belgium’s most used video sharing website, GarageTV, we turned what seemed a normal internet video into an interactive experience. On the website www.letitring.be, anyone can send this video to their friends, by giving their e-mail address and cell phone number. Their friend receives an e-mail with a link suggestion to what seems a typical internet movie. What his friend doesn’t know, is that he is playing the main part in it. When he is watching the video, his cell phone starts ringing. If he picks up, he generates an accident in the viral movie. People saw the direct consequences of their actions, and they made them remember one message: Let it ring... They got the attention of thousands of persons, in only two weeks after launch. Numerous newspapers and blogs spread the message. And the campaign is still running... 2x Gold Cannes Lions Direct Winner & Gold Cannes Lions Promo Winner.

Agency: Happiness Brussels, Belgium.

Axion "Banner Concerts"

Axion, Dexia’s youth bank, has always supported youngsters between 12 and 25 years old in all aspects of their lives. As an ever increasing number of young bands are striving -in vain- for MySpace-fame and at a time when the international music industry is struggling to survive, Axion decided it was time to give young music bands a little push, financially and logistically. Axion, Dexia’s youth bank, has always supported youngsters between 12 and 25 years old in all aspects of their lives. As an ever increasing number of young bands are striving -in vain- for MySpace-fame and at a time when the international music industry is struggling to survive, Axion decided it was time to give young music bands a little push, financially and logistically. Via the banner concerts the young bands got a lot more exposure than if they had only used their MySpace pages. Axion introduced an internet-first: “Axion Banner Concerts”, streaming live-gigs in the frame of traditional banners. They booked an impressive media-plan on popular websites and organised a contest to select 25 young, up-coming bands to play a concert in these 6 million banners. They also installed a voting system for the public to elect a winner who will get a real gig at Ancienne Belgique, one of Belgium’s biggest concert halls with live streaming on their web TV-channel. This motivated the competing bands to embed their banner concert in their fan’s blogs and social network pages, giving their music even more exposure. This innovative campaign was not only a creative and technological showcase, foremost it connected Axion youth bank on a profound level with the needs of today’s young musicians. - 25 young bands got an exposure for their live-gig via 6.807.442 banner impressions on well-known internet sites; - By providing an “embed”-option, we generated another 43.479 impressions via viral embeddings on fan pages and blogs. Some of these generated more than 20% click-through; - The campaign website attracted 44.845 unique visitors, 7.581 people voted for their favourite band (a majority voted by premium SMS instead of free web-vote). 2x Gold Cannes Lions Direct Winner.

Agency: Boondoggle Leuven, Belgium.

Direct Agency of the Year.

This award is given to the agency that obtains the highest score for entries in the Direct Lions section, irrespective of whether these have been entered by the agency or another party.

1. Shackleton, Madrid
2. Cumminsnitro, Brisbane
3. Goss, Gothenburg
3. Happiness, Brussels
3. Lukas Lindeman Rosinski, Hamburg

Grand Prix Cannes Lions Direct "Best job in the world"

The target audience were new customers, with a vague awareness of the Great Barrier Reef (and Australia), but no awareness of the islands. Their goal was to raise international awareness of the Islands of the Great Barrier Reef (a new brand for Tourism Queensland) and transform a popular day-trip destination into an international tourist’s dream holiday. Classified press ads, a PR campaign, in-store posters, online recruitment listings and display ads worked together to drive traffic to the website. Visiting and engaging with the website would drive visitation to the islands in the long term. The best aspect of ‘The Best Job in the World’ is its location, and although the generous salary is appealing, the real reward is in spending six months living above the reef and exploring the region. The ‘Best Job in the World’ idea was born out of the brand’s positioning – Life Above and provokes Global Experience Seekers to engage with a unique brand asset – the Great Barrier Reef. This would be one of the only integrated international recruitment campaigns, and the only recruitment campaign used to launch a tourism brand. They tapped into a universal desire and created a job that sounded too good to be true - anyone from anywhere in the world could apply. The Islands Caretaker role is a completely genuine employment opportunity within Tourism Queensland, living on the Islands of the Great Barrier Reef and reporting back to the world. To apply, candidates had to create a persuasive and entertaining video application demonstrating their knowledge of the region. Tourism Queensland wanted to achieve 14,000 application videos from 8 key markets, plus news coverage in mass media and popular social networking sites. No single tourism campaign (and potentially no single campaign) has ever had such a significant global reach across the spectrum of media and generated such a high volume and highly impassioned response from consumers. - 34,684 applicants from 201* countries created 610 hours of video content which passionately promotes our product. - Over 450,000 votes for the Wild Card applicant. - In 56 days islandreefjob.com had 6,849,504 visits, 47,548,514 page views with an average of 8.62 minutes spent on the site. - Media coverage has been estimated at over $US100M from a campaign budget of $US1.2M. *Value of media coverage estimated by Tourism Queensland, as at 19/3/09. **Web-coded countries (only 195 countries are recognised by the UN). Grand Prix Lions Direct Winner and 2 Gold Lions Direct Winner.

Agency: Cumminsnitro Brisbane, Australia.

ACAT campaign against torture "Back of seats"

Victims are people just like you and me. acat.ch Christian campaign to abloish torture.

Agency: Advico Y&R Zurich, Switzerland.

WorkSafe Victoria "Body-O-Matic"

Unfortunately, there’s no easy fix when it comes to work place incidents. There are no panel beaters, precision painters, restorations or cheap and readily available replacement body parts. When you damage your body in a serious work place incident, the injury is for life. To highlight the consequences of poor work safety practices, WorkSafe Victoria brought to life the terrifying nature of work place incidents with this striking installation. A vending machine designed to sell spare body parts. The Body-O-Matic.

Agency: Lifelounge Melbourne, Australia.

CCCP restaurant "Flaming letter"

The restaurants featuring nostalgia for soviet time grwe in number. Many CCCP clients turned to other places. CCCP got renewed. How to make the ex-attendants come and see the transformation? The re-opening fell on November, 7 the anniversary of Revolution organized by Lenin. Therefore they suggested holding theme cocktail parties. To CCCP ex-clients they sent letters written in milk wich clould be read after warming the paper by open fire. Lenin used that technique to write messages out of prison. Over 75% of those invited visited the restaurant during promo period and many became CCCP regular clients again.

Agency: Voskhod Yekaterinburg, Russia.

MediMax "Shave on the go"

They were asked to show how MediMax carries Braun PocketGo shavers in an interesting and memorable way. Stickers were positioned on the floors of busses and trams within the joints seperating the cars of each section. When the bus or tram made any changes in direction, the shaver moved up and down wich made the shaver look as if it were shaving the face. This fun and engaging idea increased sales by 17% and created a citywide buzz.

Agency: BBDO Dusseldorf, Germany.

Directski "Skier"

Directski asked them to create an ambient campaign to promote their winter ski holidays reaching their target merket in an untraditional way. They developed a windscreen flyer and targeted the carparks of dry ski slopes and holidays expos. They also targeted urban streets near adventure sports and ski shops. They placed theses flyers on the windscreens for a week at the start of the winter. In the morning the frosted/snowed upon windscreens would become like ski slopes. In approaching the vehicle, the image of the skier, wich was die cut and bent at an angle, would appear to be skiing down the windscreen. Encouraging the person to engage with it by picking it up to investigate.

Agency: bloom Dublin, Ireland.

Parodontax "Crime Scene"

The brief was to educate people that gum bleeding is a serious problem and can lead to losing teeth. Introduce Paradontax as preventive toothpaste for this problem. They create a miniature crime-scene where the outline of a murdered tooth is framed by the well-known Crime Scene band.

Agency: Grey Budapest, Hungary.

SOSrainforests.com "Interactive stickers"

Stickers were developed by Zoopropaganda Basil to be used on light switches in enterprises, schools and offices in order to save energy and help decreasing global heating effects.

Agency: Zoopropaganda, Brazil.

Reporters Without Borders "War Reporter 3D"

Now journalists don't need to risk their lives collecting photographs in war zones, the Army's already done everything for them! In today's world conflicts, the military prevents journalists from reporting from combat zones and controls all information released to them. To denounche this military control they created the "War Reporter 3D", a toy camera with idealized military pictures inside. On May 3rd - World Press Freedom Day - 300 journalists receive a "War Reporter 3D" package to generate PR fallouts in the media (press columns, TV shows, radio). On the same day RSF Secretary General interviewed on Frensh TV uses the "War Reporter 3D" as a trick to focus attention on the issue.

Agency: Saatchi & Saatchi Paris, France.

Jimmy Channel "The two-way mirror"

To introduce the TV show "The Practice" a two-way mirror effect was created in the restrooms of movie theatres.

Agency: Marcel Paris, France.

Grey "Lite"

Grey Amsterdam has launched a new service, Grey Lite, to support clients through a tough financial year, with the help of the world’s smallest website. The Grey Lite service offers ‘small jobs, small prices’ to clients who are looking for extra-fast, extra-value services with the built-in high quality standards they have come to expect from Grey Amsterdam. To reflect the philosophy that good things can come in small packages, the service is launched with a website www.greylite.nl so small you need a magnifying glass to view it. The supporting direct mail campaign involves a brochure no bigger than a postage stamp - and the essential accompanying magnifying glass.

Agency: Grey Amsterdam, The Netherlands.

B

Wonderbra "Button"

The bief was to develop an integrated campaign to grow awareness around the Wonderbra brand. The idea is very simple: if a woman wears a Wonderbra and a blouse it could happen that a button pops out and hit someone. From this concept, they realized a viral ad that they split in two (teaser and full version), a special promocard, a mini website (www.wonderbrabutton.it) based on UGS and a fan page on facebook. All these operations work in synergy to spread the concept on all the media involved.

Agency: Leagas Delaney Milan, Italy.

Donghua University Art Design Institute.

Donghua University Art Design Institute plans to emphasize their distinguished capability in art instructions. They expect to encourage art lovers to step into the art palace without hesitation and mastering the art of painting. If animals can become masters, so can you! Seek out anyone's potentail for art. Painters: Earthworms, Flourweevil, Loach, Tortoise. Tools: environmental-friendly non-toxic inorganic pigments. During the painting progress, all animals were not exposed to any poisonous material. They held an exhibition in the art gallery - 2009 Shanghai Watercolor Painting Exhibition. More than 5000 people have seen it. During the activities, the number of training enrollment of the institute grew by 11%.

Agency: HanTang Communications Group Shanghai, China.

Leader Clothing Store "T-shirt Calendar"

The brief was to create Leader's 2009 Calendar. Leader is a fashion store, and from this concept the idea of transforming the calendar into fashion came to light, so that people could wear it. Bringing the concept "With Leader you are well dressed the entire year". In spite of the limited number of calendars, people started looking for Leader's shirts with the designs on the calendar, allowing the shirts become part of the store's fashion line.

Agency: Matosgrey São Paulo, Brazil.

Läkarmissionen "A letter that is difficult to read"

Läkarmissionen is a Swedish charity organisation that has founded WebaidShop.se, a webshop where you can buy for example; school meterial for children, a delivery in a hospital or an ox to a poor family. The letter focuses one one of the products you can buy in the webshop - school material for children in Brazil. The idea is simple: if you don't have a real paper to write on you take whatever you can find. A piece of carton for example. The problem is that it's very difficult to write on. Instead of just telling, they show what the conditions are for many children around the world that are learning how to write. Their ambition is that once you visit the website you will see all the diffrerent products that WebaidShop offer and understand how easy it is to help people in need. The letter was sent to both private persons and companies in Sweden.

Agency: Spenat Karlstad, Sweden.

The Economist "Bulls"

This installation of mechanical bulls was set up in Dallas, Texas over a 3 day period as a commentary on the state of the economy. Thousands of people saw (and in many cases) rode the bulls. The event capetured the attention of the Dallas media via several newspapers and newscasts.

Agency: BBDO New York, USA.

Save Our Seas "Warning"

100 million sharks are slaughtered by humans every year. By comparison, only 4 humans are attacked. This begs the question: Who is the real predator? They devised a warning sign for their client. It was stuck on the Two Oceans Aquarium shark tank and warned of the predators byond this point. However, it was printed "backwards" so that the warning was actually for the sharks. An overwhelming response from international and local visitors to date with international rollout planned.

Agency: Saatchi & Saatchi Cape Town, South Africa.

Wordsworth Books "3D flyer"

Get consumers to walk into Wordsworth Bookstores and not their biggest competitor located in the same shopping mall. Using augmented reality technology, they illustrated how Wordsworth books bring stores to life. After entering a partnership with the iMac store, opposite their client's store in the mall, they handed out flyers to consumers, wich were "torn out pages" from Wordsworth books, that when held up to the Macs' webcams became animated. 3-Dimensional depictions of the words. Consumers loved how the page came to life, Wordsworth Books reported increased traffic in their stores for the duration of the promotion.

Agency: Saatchi & Saatchi Cape Town, South Africa.

Inspiration.

The artist Lacey Jane Roberts knits punk wool fences, transforming a hard and agressive object with soft and colorful material.

Via

Neotel "The physical e-mail"

Using standard envelope direct mailing, they needed to interest a potential consumer base of 1,000 small to medium enterprises in a new and faster internet offering from Neotel. But how do you effectively sell new technology using good old standard postage? Instead of looking at flat mailing as a restrictive medium, they decided to take advantage of the medium's primary shortcoming - it takes days to reach its target audience. So that became the idea: Let's create an e-mail that takes days to arrive so as to illustrate just how slow their competitors are. Then sell Neotel as the faster solution.

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

Sexy Clube "The Don't Get Caught Mirror"

Sexy Clube, one of Brazil's top adult entertainment websites, wanted customers to renew their annual subscription. They developed a rearview mirror that fits the computer monitors and delivered it to their customers at home. This solved a major issue in their lives: to get gaught when watching adult content. Sexy Clube's contact center received hundreds of emails with compliments and thankful messages. Besides that, many blogs mentioned this as an innovative way of reaching adult content consumers. The number of resubscribers raised 23% compared to the same month of the year before.

Agency: DM9DDB, Brazil.

Kangaroo Cabs "Magic Mirror"

To promote the service of a cab company, in bars and clubs. The message they wanted to communicate was have fun but keep in mind the dangers of drunk driving. Making sure that their communication has no impact on liquor sales of the barclub was another challenge. The solution was the "magic mirror" wich hung in rest rooms. It like any ordinary mirror but transformed its image when a person went closer to it. The picture of a person who has met with an accident would appear with the message "take a cab" and the contact number of the cab company.

Agency: Saatchi & Saatchi, Sri Lanka.

Toyota Prius "Driving license"

Because Prius vehicles are brought into the country in very limited numbers, Toyota felt it was implausible to promote the new generation Prius in mass media. They were therefore asked to target a very specific group of people who already own the previous generation Prius. They decided this would be best achieved through the use of a hand couriered direct mailer. The new generation Prius has a very unique feature called intelligent park assist. The system allows the car to quite literally park itself, without any human intervention. In short, when it comes to parking, the car is in the driving seat. To promote this revolutionary feature, they produced driving licence's that were issued to the new Prius, and sent them to the existing Toyota database of Prius owners. Altough the next generation Prius is only arriving on their shores towards the latter part of the year, the majority of current Prius owners who received the licence cards have already placed their names on the test drive register for the new Prius.

Agency: DraftFCB Johannesburg, South Africa.

Fiat 500C "Happy Drive"

Fiat 500 was lounched yesterday in France with an unnusual test-drive: using Google Street View, it's possible to drive it around Paris, London, NY an other cities.

Check the site here:
Fiat 500C Test Drive

Via

Nissan "Cinema Ceiling"

Nissan required a regional tool in order to increase the numbers of testdrives for its Nissan Micra C+C Convertible and by doing so increase the sales volume as well. In order to get the right feeling of driving a convertible they went to a place where their audience was highly concentrated and in the right mood for an unseen commercial. A commercial that wasn't just shown on the cinema screen but un the cinema ceiling. By doing so they were certain to deliver the right message at the right moment: "convertible-feeling for everyone!" An increase in Nissan Micra C+C test drives by 19.2%

Agency: TBWA\Dusseldorf, Germany.

Victoria Bug Zoo.

The Victoria Bug Zoo is all about experiencing the world of insects and spiders. This TSA, made from a plastic sheet with hundreds of small magnifying lenses, allowed passersby to see through a bug’s eyes.

Agency: Rethink Vancouver, Canada.

Ministry of Health "Clogged straw"

Coronary diseases are the main cause of death in Portugal. More than 37,000 deaths every year in a country with a population of only 10 million people. High blood cholestorol is a big risk factor. Secretly replace regular straws of some selected fast-food restaurants around the country for clogged ones, simulating the effect of an artery blocked by cholestorol. By trying to use them and not being able to, customers would then look at them and discover the message written along the side: "High blood cholesterol will do the same to your arteries. Watch what you eat. Ministry of health".

Agency: Fischer Lisbon, Portugal.

Inspiration.

Improv Everywhere picked a random couple getting married at the City Clerk’s Office in Manhattan and threw them a surprise wedding reception. The couple was treated to dancing, toasts, cake, and gifts, all with complete strangers.

Check the video here:
Surprise Wedding Reception

Picta "Natural colors"

Picta, a craftsman company specialised in interior finish, decoration and design, sent this direct mailing to promote the use of natural colors: more beautiful, brighter, safer for health and friendly to the environment because these colors are not toxic at all.

Agency: Picta Milan, Italy.

Iniciativa Verde "Reflect"

How a cityscape poster can prevent global warming. Created to look like cityscape posters, they were made to appear at first sight to be an exact reproduction of the scene photographed and blend in perfectly with the environment. As a guerrilla ad piece at first it is seen as a normal poster but then afterwards its real message becomes apparent.

Agency: Loducca, Brazil.

Nokia "Files everywhere"

They developed a very unique and simple ambient concept to target young students in and around Sydney university campuses to increase awareness of Ovi as Nokia’s service platform which allows you to access your files anytime, anywhere.

Agency: JWT Sydney, Australia.

Action Medeor e.V. "Truck"

The goal was to develop a truck design that picks up the idea of the current campaign "Help in a package". The simulated three-dimensional graphic suggests that there is still room for your help. The truck drive 100.000 km (62.000 Miles) a year, most of it on highways. So the view of the simulated 3-D graphic is perfect for the situation. The truck is on the road since january 2009. Since then it had great exposure in national and local press.

Agency: AUFBRUCH Dusseldorf, Germany.

Tüm Abbruch demolition company "Push Puppet"

The task was to create a direct mailing for the demolition company Tüm Abbruch to drive awareness and generate new business contacts. They created a "push puppet" building that dramatized Tüm Abbruch's core business in a very immediate, playful and memorable way. Due to long planning times in this sector they had to find an approach that "cut through" and guaranteed high recall rates. The results were outstanding. Overall 13,5% of the recipients responded via mail or direct phone calls. Most of them wanted an additional piece for their colleagues. New business targets were fully met.

Agency: Saatchi & Saatchi X, Germany.

Luxembourg Government "Human trading"

Every year, 2,450,000 people become victims of human trafficking, of whom 92% end up being used for sex. 98% of the victims used by the sex industry are woman and children! (source OIT,2006) Following on from a press and poster campaign, real meat trays were placed in the butchery sections of supermarkets, in amongst cuts of meat. At the point of purchase, consumers were directly faced with the fact that prostitutes are the victims of the trade in human flesh.

Agency: Mikado Publicis, Luxembourg.

Kleenex "Tree"

Kleenex found a new way to distribute samples: they wraped a tree outside Sidney's Museum of Contemporary Art with silk. The flowers on the tree were actualy samples of the product and promoters would envite people to take a flower.

Check the video here:
The Tissue Tree

DEUS digital campaign.

How do you launch a TV series for teens, about an A.I. computer program gone wild? You create it in real life! This is what we did with "yes" satellite TV's series DEUS. Stage 1: First they invited teens to enter a sweepstakes by filling out a form with personal data, while secretly installing a cookie file in their computer. Stage 2: 2 weeks later, DEUS came to life: using the hidden cookie file, they surprised them with personalized banner ads wich seemed to know their birthdays, hobbies, schools and even best friends' names - in the same way DEUS knows everything about the teens in the series. These messages created panic in the Israeli web: forums and blogs discussed about the hacker who accessed their info. Warning emails were spread, and popular websites got thousands of emails and phone calls from worried parents. Stage 3: A week later, personalized banners were online again, this time revealing the campaign for the new series DEUS. The campaign was a huge success. It was widely discussed, the first episode brought record TV ratings for "yes" and the series became one of the most watched ever among teenagers.

Check the campaign here:
DEUS digital campaign

Agency: McCann Digital, Israel.

Cadbury’s Creme Egg Twisted.

CMW unveils its new ‘Goo on the Loose’ campaign for the Creme Egg Twisted bar – the chaotic brother to the Cadbury Creme Egg. Activity begins with a direct mail ‘security strongbox’ sent to hardcore ‘Goo’ fans – who talk about the brand on social networking sites. The strongbox carries Twisted bars, however