HBO Imagine "Cube"

The HBO Imagine campaign, an expression and embodiment of the HBO philosophy—to be the preeminent source of entertainment experiences that change perspectives, defy expectations and challenge the status quo—has officially launched. The multi-platform storytelling experience sets out to prove that there are many sides to every story and a change in perspective changes everything. The centerpiece of HBO Imagine is HBOimagine.com, an online universe that allows users to dive headfirst into an interactive story and game-like experience that deepens the more one explores it. There are over 41 pieces of content, including short- and long-form video, audio files, news stories, letters and images that are connected to each other, revealing more of the big picture with each click. Users can navigate the story by unlocking and viewing the content. HBO Imagine is also being realized in a multi-city outdoor installation called The Cube. The HBO Cube is a unique, new storytelling device that offers four different perspectives on the same scene simultaneously. In telling the same story from four distinct points of view, each side of the cube stands alone as an engaging film, and as one piece of a larger puzzle. As viewers move around the cube, they watch the story unfold from different perspectives, forming different perceptions, and often misperceptions, of the characters and plot. Only by watching the story unfold from multiple sides of the cube can one begin to see the bigger picture. The HBO Cube features two films, each 2 minutes and each played twice successively, on a rotating basis.

Agency: BBDO New York, The Barbarian Group, USA.

Oxygen Network "Dance Your A** Off"

Oxygen Network, along with Dom Camera and Company, partnered with Monster Media to create a cutting edge ad campaign promoting the premiere of their new reality show, "Dance Your A** Off". This technologically infused storefront domination campaign stopped thousands of pedestrians in their tracks at its highly trafficked location just steps away from Macy's in NYC. The (9) LCD linked high definition display featured dance clips from the new show that were triggered by the body movements of passers-by. Keeping with Oxygen's "Live Out Loud" theme, users not only triggered the interactive display but also activated an audio aspect, complete with the show's theme song and a voiceover from the show's host, Marissa Jaret Winokur. Oxygen's customized Monster Storefront was an automatic attention grabber. The campaign not only increased viewer awareness of the show's premiere, but also lead to "Dance Your A** Off" setting a network record when it debuted to an average of 1.3 million total viewers. That's the largest audience ever for an Oxygen series premiere!

Agency: Dom Camera & Company New York, USA.

The Sydney Morning Herald "Cymbals"

They promote the CD give away in The Sydney Morning Herald of performances by The Sydney Symphony Orchestra.

Agency: Whybin\TBWA\TEQUILA Sydney, Australia.

Car Magazine "Formula 1"

In order to promote the April issue of Car Magazine, which features an in depth guide to this year's Formula One season, they gave stationary drivers a true F1 experience. F1-style lollipop men stood at traffic lights and dropped their lollipop signs in front of cars as they stopped.

Agency: Ogilvy Cape Town, South Africa.

Maximum Ride "Kids who can fly"

Maximum Ride is a series about a group of children who can fly. To launch the latest book, we created a large ground decal that showed Aucklanders what it was like to stand on the edge of a building and jump.

Agency: Colenso BBDO Auckland, New Zealand.

TV3 - Hitched "Stag Do"

A good stag do often ends with the groom being hand cuffed semi-naked to a street sign - which is exactly what they did to help promote the premier of the new reality TV show Hitched (wich follows kiwi couples in the lead up to the big day). The text on his chest written in lipstick reads "Hitched tonight 8PM TV3".

Agency: Colenso BBDO Auckland, New Zealand.

WirtschaftsWoche "Executive chair rodeo"

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

Agency: Jung von Matt Spree, Germany.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.