The North Face "Outdoor Essentials"

How can you advertise in retail stores that have no advertising space because of housing thousands of competitive products? Package rocks, twigs and leaves as retail products and place them in the store space available - the product racks and shelves! These items showed customers that unless you buy the The North Face gear, you'll have to depend on these to survive outdoors. Customers were instantly drawn to the merchandise. (Some even wanted to buy them?!) Better still, purchase of the The North Face products increased by 38%. Not bad for a campaign built on twigs, leaves and stones.

Agency: Saatchi & Saatchi Manila, Philippines.

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.

Blush Lingerie "Imagine"

Imagine yourself in Blush dessous.

Agency: Glow Berlin, Germany.

Clear Vision in snow and ice.

Increase awareness of the market leader ALPINA. Demonstrate the product benefits in an attention-grabbing way and increase sales in the local area. The best way to demonstrate the product benefits was to show how the product works under real life circumstances. In order to achieve more attention they just made it a little bigger. So Winter sports enthusiasts experienced the ski goggle’s benefit right where the product was needed. In icy evening temperatures, ALPINA fitted oversized ski goggles to the windscreens of parked cars in ski resorts. Owners who went out to their cars in the morning could see for themselves that ALPINA ski goggles give you “clearer vision in snow and ice” on any slope. In addition to this, ski goggle flyers were placed on the driver’s side on the cars, advertising a special offer on ALPINA ski goggles at local sports shops. The media idea pointed directly at the target group – without any waste coverage. Skiers experienced the product’s benefit right when they were about to drive to the slope. An increase of sales figures up to 50 % above normal of ALPINA ski goggles in the local sports shops.

Agency: Scholz & Friends Dialog Group Hamburg, Germany.

Norrlands Guld "Beer Label Jeans"

The core values of the Norrlands Guld Brand are about male bonding and friendship. Their task was to bring new vitality into to this successful concept, in order to reach a slightly younger target group and give them something to interact with and talk about. Together with Örjan Andersson (Cheap Monday) they created a premium quality jeans label called Norrlands Guld Jeans. The jeans were branded from buttons to labels. A beer opener were also sewn into the jeans. They were priced at $150.00 and sold in jeans stores all over Sweden. As Norrlands Guld Beer is the market leader in Sweden, the whole idea behind the Jeans campaign was to promote and launch the jeans label like an ordinary jeans label, and not to talk about the beer at all. Advertising in newspapers and fashion magazines. PR was sent out to newspapers and fashion magazines. Special press preview at the Copenhagen Fashion Week. A TV-commercial was aired during Stockholm Fashion Week, featuring the Norrlands Guld character “Ingemar” wearing the Jeans, stumbling in on a cat-walk by accident. The jeans were sold in stores all over Sweden and online. “When you want to be yourself for a moment has been the tag line for Sweden’s best selling beer NORRLANDS GULD for decades. The jeans culture is a perfect match. “When you want to be yourself”, relax and have a beer, you put on a pair of jeans. They got lots of press in all major newspapers. Blogs, specially fashion blogs, were commenting on the jeans, almost all comments were positive. They were all over the media. And on the day when the sales stated people were queueing outside the stores in the morning of the sales start. The online store caliroots.com went down at midnight when the sales started. The Jeans sold out in two days. Norrlands Guld Beer became the best selling beer at Systembolaget (the Swedish monopoly).

Agency: Akestam Holst Stockholm, Sweden.

Dressing for Pleasure "Bottom"

There are two worlds of bottom snacking, the world of BDSM and the world of ketchup bottles. The company, Dressing for Pleasure, a specialist in fetishwear and all things S&M releated, married these two worlds by putting stickers of enticing rear ends on the bottoms of ketchup bottles. Thus inviting bar patrons to explore a completely different appetite while addressing their hunger.

Agency: JWT New York, USA.

Eggo man's underwear "Exhibitionist"

To introduce a new brand of men's lingerie, they created a real-size model of an exhibitionist, proudly exhibiting his... underwear. They placed the figures in parks and in front of lingerie stores. Passers-by reactly differently towards the realistic models - with surprise, laughter, outrage, shyness, or curiosity, but none remained indifferent.

Agency: Noble Graphics Creative Studio, Bulgaria.

Styx Underwear "We are not getting into your ass"

Styx Underwear for men has a special character – offers a unique design that ensures that no part of the cloth will get entangled, in the middle of a manґs rear end (buttocks). They use double sided page with just one big simple close-up image: mann's bottom. When you open the magazine, youґll just pull out (from the middle of the ass) the ordinary business card with headline: This is the only time we are getting into your ass.

Agency: Styx, Czech Republic.

Migros Underwear "Singles"

For the past two years Migros Mode has been advertising its fashions using people like you and me. Migros Mode's fashions purposely feature models that aren't models at all. Heidi Miller, not Heidi Klum. Kate Moser instead of Kate Moss. Ordinary people, in other words, with ordinary jobs. Migros finds it hard positioning itself as a provider of cool fashion amongst young people, who tend to favour well-known brands. Moreover, grabbing the youth market's attention demands out-of-the-box thinking. To bring Migros underwear to the attention of young people, in spring 2007 they created a platform for unattached singles by advertising for people who were seeking a partner. The successful candidates were featured in TV commercials and media ads wearing Migros underwear. Every ad carried that particular 'model's' email address (e.g. sara@migrosmodels.ch) and the campaign website address www.migrosmodels.ch. The website gave details of the underwear featured and a short profile of each of the unattached singles, allowing the public to get in touch with them. The fashion sector is experiencing mounting competition, with a glut of stores offering fashions, branded or otherwise, at cut-throat prices. Moreover, Migros traditionally suffers from an un-hip image amongst young people. Migros was therefore looking for a novel way of capturing their imagination. The campaign's effect was amplified by large numbers of media keen to cover the campaign story. Suddenly Migros stopped being a boring, old-fashioned outlet. More than 700 unattached single people responded to the casting call, and over one hundred thousand messages were forwarded to the Migros 'models'. There was lively public interest in the campaign: hundreds of national and international media covered the story, with the effect that the Migros underwear campaign and its single 'models' were on every lip for weeks. The promotion attracted plenty of positive reaction via emails, blogs and interviews. Silver Promo Lions Winner.

Agency: Spillmann/Felser/Leo Burnett Zurich, Switserland.

Wonderbra "Yellow Safety Line"

This ambient idea plays on the yellow safety line at above-the-ground MRT stations, wich tells people how far from the track they need to stand to be safe. A second yellow line was used to demonstrate that, with the bust-enhancing effects of Wonderbra, those who use the product need to be even farther back.

Agency: Euro RSCG, Singapore.

Havaianas "Flower Bed"

In an effort to push Havaianas’ floral-print flip-flops, flower-bed installations were planted in locations where they were sold. They also served to remind people of Havaianas’ unique aesthetic of color, design, and the brand’s connection to nature and the outdoors.

Agency: BBDO New York, USA.

Havaianas "Welcome mat"

Limited-edition welcome mats were produced and distributed as a unique way for people to store their Havaianas. When leaving for the day, people simply slid their feet in and stepped out of the mat. When returning home, the flip-flops were popped back in. Because Havaianas are impervious to bad weather, the mat can be kept either inside or outside. Keeping the mat inside further solidifies Havaianas connection to nature by essentially "welcoming" people to the outdoors when they leave for the day.

Agency: BBDO New York, USA.

Calle "Soccer"

Calle is a brand that promotes underground street soccer. As far as Calle is concerned, soccer is appropriate anytime, anywhere. These stickers are attached as a hangtag to all of Calle’s apparel and once placed, the ambient piece is designed to blend in with public signage and quietly promote Calle’s message.

Agency: Struck, U.S.A.

Jockey Underwear "Underwars"

Jockey has unveiled http://www.JockeyUnderWars.com, a funny, interactive web site that allows individuals and groups to compete in dance contests in their underwear. Following on the heels of Jockey's first viral marketing campaign, http://StopSquirming.com, JockeyUnderWars.com takes an even edgier approach to creating buzz and building brand awareness among a younger consumer base. The campaign is part of a larger corporate initiative that includes marketing, branding and new product introductions designed to engage younger-minded consumers in a more meaningful, relevant way.

Check the funny website here:

Jockey Underwars

Wrangler Jeans "Who's Next 2007"

Wrangler decided to be in the International fashion show Who's Next 2007 by creating a street visual performance with dummies. During the two days of the show (7-8th of September) a few hours before the opening of the gates, Wrangler was outside awaiting to surprise the visitors with 60 dummies. The Saturday 8th of September during the night we took the dummies to the most Parisian crowded areas.

Agency: TriBeCa Paris, France.

MIA lingerie "Turn him on"

Using 400mm long swing tags, unsuspecting customers were forced to interact by raising the label and rotating to read the headline. The garment price positioned directly behind on the reverse.

Agency: Ad Impact Advertising Perth, Australia.

Grand Prix Cyber Lions " Heidies 15 MB of fame.

Six video cameras, live 24 hours a day, 5 days in a row on www.diesel.com. Two gorgeous and crazy girls wanted to become famous. These two girls, The Heidies, steal the new and unreleased Diesel Intimate collection, kidnap a guy from Diesel, and lock themselves (and him) into a hotel room for five days. They want to show the world what they are doing! The Heidies interacted and chatted with their growing audience, uploading their shenanigans to the site as well as a chunk load of other popular sites.

heidies

Agency: FARFAR Stockholm, Sweden.

The North Face "No Pain, No Gain"

For true outdoors people to re-acknowledge the brand as a true outdoors brand, which has been viewed as a fashion brand by the public along with it's growth. The post office located at the highest place in Japan, the peak of Mt.Fuji, opens only for 6 weeks in a year. Finding it was a perfect find to provide the true outdoors people who value sharing experience with a desirable event to accomplish. The brand originally targets true outdoors people who love accomplishing challenges and sharing experience. A bandana may sound too insignificant as a prize, but the whole experience became the most valuable prize for Japanese participants. The number of participants was 1380 during one summer, which was beyond the expectations of client and the agency, and the campaign was strongly supported by stores specializing outdoor goods, rather than casual sportswear stores.

Agency: Dentsu Y&R, Japan.

Blush “Light your fire”

Matches with a striking strip right on the panty.

Agency: BBDO Berlin, Germany.

Quicksilver.

Original Thinking.

Agency: Saatchi & Saatchi, Copenhagen, Denmark.