WorkSafeBC "Raise Your Hand three"

Raise Your Hand aims to create a youth movement around workers rights, utilizing themes of '60s and '70s rock and roll, youth empowerment and social activism. The anchors for the campaign are the website RaiseYourHand.com and an original song that serves as the campaign's anthem. Campaign teams have been setting up Raise Your Hand tents at youth-focused events around British Columbia. Brand ambassadors play the anthem, take photos of attendees to create customized buttons, and encourage people to record karaoke versions of the song, which are used as mashup-style videos posted to YouTube.

Agency: Wasserman + Partners Vancouver, Canada.

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.

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.

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.

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.

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.

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.

Scrabble "Words Campaign"

Bring back Scrabble to the top of mind, the board game in wich you win by putting together words in vertical and horizontal ways. They decided to take advantage of the most representative buildings and their company name to create words with the same Scrabble's typefaces. In that way they could show that Scrabble is a game that is fun and easy, and you can play it anywhere. For a series of days people found themeselves looking at modified buildings' name which created a strong word of mouth and a motivation to play again.

Agency: Ogilvy & Mather Bogota, Colombia.

Zoo Safari "Take a peek"

To communicate that Zoo Safari is not a common zoo, because the animals run free just like in a safari, they created electrostatic stickers containing animal pictures. These stickers can be placed on the windshield of parked cars to make the visitor imagine what it would feel like to be so close to a wild animal. Text: "up-close, no cages. More fun". The image shown on the stickers reproduced in real life size proportions the face of an animal taking a peek inside the car.

Agency: DDB, Brazil.

Museum Of Sex New York "Balloons"

Instead of using traditional flyers, they distributed balloons to promote an upcoming exhibition entitled "Exploring the pleasure of Oral Sex". Once you blow into the balloon, you should be able to read the deatails of the exihibition and it should also bring a smile to your face.

Agency: Lowe New York, USA.

AquarioMania "Bring life anywhere"

In a bus stop, instead of an usual printed ad, they made a real aquarium full of real fishes. It showed that, with AqurioMania, you will bring life anywhere. Even to a bus shelter.

Agency: Bolero Comunicação, Brazil.

The Dinosaur Exhibition.

The best thing about dinosaurs is that they are real, they lived. They wanted to give people a real adventure, not a classic advertising campaign. The campaign triggered huge enthusiasm. People engaged in a huge quest to find the bones. It ran almost exclusively on word of mouth. No classic advertising materials were used to promote it. The target was youngsters. Kids and teenagers. That is why the bones were buried in school gardens and parks, in 5 different Romanian cities. The curiosity and energy that youngsters have also ensured the succes of the campaign. Free media coverage in the most important TV stations and newspapers. The number of visitors tripled compared to the same period of 2007.

Agency: Leo Burnett & Target Bucharest, Romania.

Kyiv Zoo "The last ramble of reptiles this season"

Going into the zoo and taking children there became unpopular in Kyiv. They decided to revise and try to change the situation. To urge people visiting the Kyiv Zoo Terrarium. The solution should be easy to implement without high costs and it should be something that can easily attract people's attention but not only the eyes. They chose a non-standard advertising medium that reminds the form of terrarium's native inhabitants. Also people can touch it and feel it.

Agency: Desyatka Kyiv, Ukraine.

Longview Stampede "Bull Rider Shadow"

To attract attention and to emphasize the excitment of this small town rodeo, cutouts of flying bull riders were used to cast shadows in high traffic locations of downtown Calgary. Near the cast shadows contestant number tags were place giving the dates and URL of the rodeo to passers-by.

Agency: Highwood Communications Calcary, Canada.

Safari Park Beekse Bergen "Butcher's paper"

Safari Park Beekse Bergen. Dangerously closed.

Agency: Troy Brussels, Belgium.

Football Federation Australia "The Missing H"

Lowe Sydney recently made noise around a low-interest football match between the Socceroos and Ghana by creating a fake Ghanaian fan club, which goes on a desperate mission to recruit people to be their missing ‘H’.

Check the video here:
the missing H

Agency: Lowe Sydney, Australia.

San Francisco Zoo "Critter Quest"

To get people connected with the San Francisco Zoo, BBDO West in SF created a multi-media campaign called "Critter Quest". People stand in front of a series of local bus shelters and postings at the zoo, which are playfully adorned with everything from horns to butterfly wings and oversized ears. The copy suggests having a friend take a picture of you in front of the bus shelter/postings, and then instructs you to load on the OurSFZoo website . If you’re creative enough, your image might end up in a print ad for the San Fran Zoo’s attempt to reconnect with locals and visitors. Thousands have submitted photos so far – they are interested in seeing how creative people will get.

Agency: BBDO West, USA.

Utah Museum of Fine Arts "Mirror"

See the world through the eyes of Monet and 22 other masters. Monet to Picasso, June 23-September 21.

Agency: Richter7, USA.

888.com "Enjoy the game"

Create a brand campaign for 888.com that tells people what they do. Existing promotion is restricted to football shirt sponsorship, and as a result, consumers are in the dark over what 888.com are all about. It's human nature to see how an outcome evolves. They tapped into this by using the same mechanic that real life casinos use, and turned the world into a virtual casino. Billboards and taxi sides became a version of roulette. Tube cards became a game of chance. Press ads got people to make an educated guess. Online, two games mimicked casino play. One was a form of roulette, as giant pieces of toast were tossed off the top of high rise buildings, with a 'jam side up' or 'marmite side up' outcome. The other game showed a dog chasing four items - a bone, a stick, a ball and a string of sausages, to see who would get caught first. They filmed every possible outcome a number of times, and used the same technology as a casino does to randomise the result, making it a game of pure luck. The campaign really involved it's audience. As well as using more progressive media, they got people to actively engage with traditional media again. This meant the clients budget could be spent in a cost effective way. As a result of their campaign, sign up of members on the site kept reaching record levels month on month. Giving 888.com a massive membership base, contributing to them being voted online casino of the year for 2008. Bronze Direct Lions Winner.

Agency: CHI & Partners London, United Kingdom.

Omaka Aviation Heritage Centre.

The Omaka Aviation Heritage Centre has been described internationally as the world's best World War 1 aviation museum. Due to its somewhat remote location, however, it has poor awareness in New Zealand. To coincide with Omaka's one-year anniversary, they wanted everyone in Wellington to realise that the most authentic WW1 aviation experience on earth was right here in New Zealand. To highlight how authentic Omaka is, they created a low-budget campaign that was itself an authentic World War 1 experience. In this era of new technologies and new media, their solution was low-tech: they sent their message out using carrier pigeons. To achieve this we employed 289 prized racing pigeons to transport a billboard from Omaka in the South Island of New Zealand, across the notoriously wild Cook Straight to Wellington in the North Island. The billboard was built message-by-message in a campaign designed to generate as much buzz and PR as possible. The idea was perfect for the product because it required the message to be sent in the exact same way they sent out important messages in World War 1 - the era depicted in the exhibition. It was every bit as authentic as the exhibition itself. The campaign was an enormous success, turning a humble little billboard into an international news story. It was covered in Australia and the US, but most importantly generated constant coverage in New Zealand on TV, print, radio and online. And although the entire campaign cost just $12,000, Omaka has enjoyed an incredible 30-percent increase in visitors since the promotion began. Silver Promo Lions Winner.

Agency: Clemenger BBDO Wellington, New Zealand.