Fiat 500 C "Tree Planters"

From August 5 to September 30, the cutely nostalgic Fiat 500 C, unveiled in February, appears on Milan’s world-famous fashion street, Montenapoleone, in an unexpected role. Exactly 20 fiberglass replicas, precisely the same size and shape as the little Fiat, have become planters for real trees of various shapes. The happening, called “Per fare un albero” (Create a tree), is a cooperative effort between the City of Milan, Fiat, and artist-designer Fabio Novembre. In Novembre’s words, his solution to merge into one object trees and cars, two elements always vying for urban space, is a “symbol of a new way of living.” According to Fiat’s spokespeople, Fiat 500 C’s cheerful, friendly, innovative and eco-friendly character is a perfect fit for such an undertaking. - Tuija Seipell.

Artist-Designer: Fabio Novembre, Italy.

Minigolf World Championships 2009 "Drainpipe"

The challenge was to promoto the Minigolf World Championships 2009 with a non-existent budget. In the city of Odense they used drainpipes, wich were connected to gutters, to create extremely difficult minigolf courses. A head-turning event, wich was also mentioned in several Danish newspapers.

Agency: Bach+Andersen Copenhagen, Denmark.

Sourcy Vitamin Water " Amphibian Invasion"

On the most beautiful day of the year the agency Natwerk brought a 200.000 kilo heavy amphibian vehicle on the beach with the best DJ of the world for a spontanious party on Woodstock Bloemendaal.

Check the video here:
Sourcy Vitamin Water Invasion

Agency: Natwerk Amsterdam, The Netherlands.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

Commercial Trader "Harvested mat"

Due to a lack of space, Commercial Trader's application to attend the NAMPO Agricultural Trade Show was unsuccessful. Commercial Trader asked us to give them brand presence around the trade show in a way that would not create conflict with the organisers of the event. The NAMPO Agricultural Trade Show is attended by over 35.000 farmers from all over South Africa, so they decided to target the Bed & Breakfasts surrounding the show. They received permission from the B&Bs to place welcome mats outside bedroom doors. Each mat had a section shaved out of it, and a tractor strategically placed so that it looked like the tractor had harvested the mat. A copy of the Commercial Trader was left on the mat for the farmers to take home. Commercial Trader got to welcome the farmers before they'd even attended the event. Furthermore, those farmers now had the resource to find all the tractors and machinery they would encounter.

Agency: TBWA\Tequila Johannesburg, South Africa.

T-Mobile "Hey Jude"

Here's the follow-up of T-Mobile's flash mob dance commercial. 13,500 people sang Hey Jude together in Trafalgar Square, London.

Check the video here:
Hey Jude

Agency: Saatchi & Saatchi London, United Kingdom.

Green Project Awards "The green savers"

Creation of an alternative communication format to guarantee a high level of visibility and notoriety for the Green Project Awards, a competition that grants prizes to projects organised in the field of the Environment and Sustainability. Implementation of a live outdoor in Lisbon's 2nd circular road using hydroponic techniques. The different stages of implementation of the structure were accompanied by various media bodies. Once completed, the outdoor was reported on TV news bulletins and incited curiosity amongst a large number of media channels that emphasised the innovative character of the proposal. The outdoor was strategically located in the main access to the city of Lisbon, a road with a circulation of more than 40.000 automobiles daily. With more than 250 projects in the competition, the Green Project Awards has been, during 6 months, a constant presence in the media.

Agency: McCann Erickson Lisbon, Portugal.

Solo "Bib"

Alarming new statistics show that the line between man and ladyman has never been blurrier. Men are now spending more time shopping, going to day spas, talking about their feelings, and worst of all - even waxing their chests. And it's not just the average man on the street that's undergoing this evil transformation, even our favourite sporting heroes have fallen victim. But thanks to our friends at Solo, the real man thirst crusher, help is on the way. Now, every sports supporter can beat their chest in true man style with the Solo Man Bib. Designed exclusively for the Australian international Twenty/20 cricket series, the Solo Man Bib helped "mansform" supporters from all teams into pectoral pounding hirsute man beasts. As well as being the must-have accessory for all supporters. the Solo Man Bib was also the official uniform for the hordes of fans competing in the world's first Chest Test a unique sports event that put man against beast in the ultimate fight to the death (well, hiccups) in a Solo sculling competition.

Agency: Lifelounge Melbourne, Australia.

Galle Literary Festival "Books are back"

To create awareness about the Literay Festival on a shoe-string budget. Book titles were placed in cafes, perfume shops, supermarkets, dvd shops, art galeries etc, to announche that books are back in town. Tickets to the Galle Literary Festival were sold out. The communication was commended by the literati.

Agency: Phoenix Ogilvy, Sri Lanka.

Sony Bravia "Zoetrope"

To promote Sony’s new Motionflow Bravia TV, Fallon built the world’s largest zoetrope, a rotating series of static images viewed through small slits, which was officially verified by the Guinness Book of Records. The filming of the zoetrope took place last November in the town of Venaria, near Turin, Italy.

Check the video here:
Sony Bravia Zoetrope

Agency: Fallon London, United Kingdom.