HomePlus "Subway"

Publicize the grand opening of the HomePlus Supermarket branch in Chamsil district. This particular branch was connected directly to the Chamsil subway station. Since LotteMart, a rival supermarket chain, already had a store close to the subway station, agressive and effective camapign was neccesary to put the grand opening of the HomePlus Chamsil branch in the spotlight. Stickers were applied to the subway station pillars in order to make them look like life-size HomePlus supermarket stands. The intended effect was to make the people entering the subway station feel like they were stepping into the HomePlus supermarket. HomePlus outdoor campaign began a month before the store opening. No TV/Print ads were carried out for HomePlus. As a result of this unique outdoor campaign, the sales for the opening day exceeded the expected sales by 550%.

Agency: Cheill Worldwide Seoul, South Korea.

Gorge Grown "Carrots"

They lined a city block with six big carrots for a local farmers' market. The images kind of speak for themselves.

Agency: Owen Jones & Partners Portland, USA.

Monster.com "Foosball"

In a pub, one of the figures in a foosball table is replaced by a ballet dancer figurine, and she is never able to kick a ball. When people play, they can experience the problems of a job mismatch and be reminded to look for the right job using the best plattform - Monster.com.

Agency: JWT, Hong Kong.

Monster.com "Ballet Soldier"

To remind people of the problem of being stuck in the wrong job and to reinforce Monster.com as the best platform for finding the right job. In a pack of tiny toy soldiers, a ballet dancer is found taking up the role as a soldier. The ballet dancer is completely out of the place. This reminds everyone not to get stuck in the wrong job and that Monster.com is the best platform for finding the right job. After DM distribution, new IP visits increased by 40% and new registrations increased by 30%.

Agency: JWT, Hong Kong.

Die Arche, Christian Child and Youth Aid "Bag"

Create a cost-saving means of promotion that helps the "Arche" (Christian Child and Youth Aid) to generate food donations for needy Berlin children. Where better to execute that than inside a grocery bag- where fresh food is usually put into. Chosen partner is a bio market in a city district where consumers are not only highly-involved but also well-funded. The social promotion led to a considerable increase of click rates of about 25.000 clicks during the promotional time frame. But most important: it helped to raise the donations by almost 20%.

Agency: Atletico International Berlin, Germany.

Women Against Genital Mutilation.

Creating a campaign with a little budget to make women aware of the need to collaborate with Association of Women Against Genital Mutilation (AMAM). They produced hygienic protectors for women's swimming costumes with an image of a razor blade (as used in genital mutilation practice) and text saying: "very year two million girls worldwide are unable to avoid genital mutilation". During the activity we registered a 72% increase in web visitors, resulting in a increase of phone calls to the association.

Agency: Contrapunto BBDO Barcelona, Spain.

Red Cross Argentina "Flood"

For the first time, a home was built inside a lake in downtown Buenos Aires next to the Planetarium, a neuralgic urban and tourist point. A sign read: The North of Argentina needs your help. Thousands of people saw it on their way to work. The entire country learned about it on TV news shows, on the radio, and in the most important journals. Over 60,000 calls and an increase in donations were achieved. And most importantly, the citiznes became aware of a situation that until then seemed remote.

Agency: Leo Burnett Buenos Aires, Argentina.

LG "Smile, you're being filmed!"

To communicate the excellent video camera of the LG Viewty mobile phone. They simulate that the actual mobile phone is filming the passers by. A live filming & reproducing system was created using a video camera and a 71" plasma screen. The camera was in the disembar located exactly behind the mobile phone lens, and the plasma where the phone screen would be. The outdoor was implemented in the disembarkation corridor of Lisbon Airport, wich means thousands of people see it daily. With just one piece, LG managed, not only to communicate the features of their new mobile phone, but also to create an immediate empathy with the brand, generating good spirit, gags and commentaries between passengers. When passing in front of the outdoor, people look and smile, interact and have a laugh with the piece.

Agency: Uzina Lisbon, Portugal.

Advance Pet Food "Tongue"

Convince pet owners that premium Advance Pet Food gives pets the nutrition they may be missing. Drive them to their nearest Advance stockist.They didn't want to get lost in the clutter with other DM material. So this piece used the letterbox space in a new, innovative way. Rubber tonques were left hanging out of mailboxes - mimicking hungry dog's tonques. Stuck to each tonque was a card explaining how Advance Pet Food can give pets all the nutrition they crave. A web adress with a store locator drove purchase.

Agency: Clemenger BBDO Melbourne, Australia.

Feed SA "Trolley"

Feed SA is a charity dedicated to feeding disadvantaged people throughout South Africa. Despite the rapidly growing numbers of homeless and hungry people on the streets, more fortunate citizens tend to drive by and ignore them. They were briefed to help Feed SA target consumers more efficiently in order to increase contributions. They placed decals of hungry, begging street children at the bottem of supermarket shopping trolleys bearing the Feed SA website and the line. "See how easy feeding the hungry can be?". Any food placed into the trolley appeared to be given to the child. Collection tins were also placed at the till points and bins for food contributions were positioned at exits. Their message was seen by hundreds of shoppers every day for the cost of a few decals, resulting in a marked increase in donations and a significant boost in website traffic.

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

IKEA "Balcony"

IKEA Bigger storage ideas.

Agency: Ogilvy Frankfurt, Germany.

Lynx "Get in there"

50% of people online in Europe have asked someone on a date using email, 20% of guys between 16-24 met their girlfriend online. Guys are spending more and more time playing the seduction game online. This posed a threat to the brand promise. We needed to encourage guys to get back out there chasing girls in the real world, by equipping them with the right knowledge and tools. Using the mobile phone is the best way to do this. Guys have it on them all the time and it's with them when they're out chasing girls. Their challenge was to encourage boys who flirt online to get out there talking to real girls, where the Lynx product can play a role. A series of 6 mobile applications were created, the first 2 are sonic tools aimed at a girl's laughter spot: Lynx FX - a smorgasbord of witty sound effects to your night out. Fit Girl Finder - sat-nav for your love life. A honey radar & heart beat monitor rolled into one. The Lynx Get In There UK campaign officially launched in February of 2007. There have been an impressive 40,000+ downloads of the mobile content from lynxeffect.com and through viral spread. Silver Media Lions Winner.

Agency: BBH London, United Kingdom.

Peugeot "The car is the star"

In a category where a strong TV presence is deemed essential, their approach was to differentiate Peugeot from the competition, by using TV in a genuinely distinctive way. They developed a long term partnership with leading terrestrial Channel 13 show, Argentines Par Su Nombre, a show characterised by its fast-paced content, in which host Andy Kusnetzoff, travels around Argentina reporting live from different locations throughout the country. With the car such an integral part of the show, we were able to showcase the Peugeot brand in the most dynamic way, effectively positioning it as the 'star' of the show. The car was customised with six interior cameras, effectively becoming the TV set across an eight month period (27 outings in total). This meant that it was the focal point throughout, from the opening sequence to the final frame. Although Kusnetzoff regularly stops en route, the car remains a constant presence throughout; delivering a strong branded presence which they believe could never have been achieved as effectively using traditional TV advertising. Aside from the strong editorial link between the 'on-the-go' style of the show and the car, the show was chosen because it has a huge youth following, with Kusnetzoff particularly known and liked amongst 20-45, higher income consumers, who are the core desired audience for the 206. For the cost of a single 30 second spot, they were present in more than 80% of the show (visually or audio) across the 27 shows. This equates to an on-screen presence one hundred times higher than the equivalent exposure, had they paid for traditional advertising in the break. Bronze Media Lions Winner.

Agency: Carat Buenos Aires, Argentina.

Peugeot "Picky Hitchhiker"

Make Peugeot owners feel privileged by placing very picky hitch hikers. On big cardboards it reads that they only want to drive a Peugeot. The Picky hitch hikers were placed in heavy traffic spots in all major cities. This meant high visibility and under the radar communication from an unfamiliar source. The hitch hikers looked and where believed to be real and as Peugeot owners stopped to pick them up they where told that they owned a very nice car and received a box of chocolate from Peugeot. And since the market leader Peugeot holds an app. 10% share of all cars in Denmark it made sense to encounter the target on the road. 89 hitch hikers where on the streets. The campaign ran two times with an estimated 1.21 million car owners (half of all car owners in the Denmark) reached. The campaign was featured in national news as well as nationwide magazines. Bronze Media Lions Winner.

Agency: Uncle Grey Aarhus, Denmark.

Nokia "Movie Star"

The communication goal consisted of transmitting to the consumer that the Nokia N95 contains, in a single phone, the many functions available in different types of equipment, especially the ability to shoot and edit video at high quality and speed. The new approach consisted of making the consumer the protagonist of the action. In order to do that, the consumer was approached while in line at the movie theatre and invited to partake in the "next Nokia movie theatre commercial," which was shot on the spot with the Nokia N95 and run minutes later, before the feature film. The impact took place when the targets, who had been approached in line, were surprised by their image on the movie theatre screen, revealing the filming and editing attributes of the phone. The same astonishment also reached the audience members who had witnessed the entire process while in line. This, in addition to the speed with which the scenes were put up on the screen, captivated the spectators. The media idea evolved from the conventional movie theatre commercial to something more elaborate, where the consumer became the protagonist of the commercial, experiencing the tools available in the Nokia N95, and bringing them closer to the concept of brand experience. This target-product interaction was broadened and ended up reaching the other spectators in the room. The impact generated was superior to that of a conventional commercial, due to the participation of the public. Despite the operational complexities, the investment was equivalent to that of a conventional action, but with superior results, thanks to the higher impact and recall index from this media innovation. Bronze Media Lions Winner.

Agency: Lew Lara\TBWA Sao Paulo, Brazil.

Volvo "Interactive cinema gaming'

As well as experiential and social networking, cinema provides a live and exciting media creation of Volvo's Global strategy of togetherness. This first ever in-cinema game provides a fun and unique way to bring this to life and help consumers share a happy, positive experience together. Using motion sensors cinema audiences became willing human joysticks where their movements controlled the action in a game on the screen. The more they worked together, the better they handled the Volvo in the Cinema Driving Game. Living proof of Volvo's Global positioning: Life is better lived together. 12 cinemas across the UK we're given the chance compete against each other. This live event made history being the first time cinemas had ever competed together anywhere in the world. The enjoyable event generated incredible PR, prompting Brand Week magazine to name it one of the top creative ideas of 2007. Please watch the case study to see how the media idea was received by the audiences taking part. The event generated massive press interest. The event was featured in over 40 separate articles in press and online commending the world's first live interactive cinema gaming experience. This idea was showcased in the UK and is now being considered by Volvo's Global Markets. Bronze Media Lions Winner.

Agency: Nitro London, United Kingdom.

The Mainichi Newspapers "Plastic Fish"

The Mainichi Newspaper is committed to environmental issues. This year, they decided to curb the use of plastic grocery bags to decrease the number of cases in which marine creatures mistake grocery bags for fish, swallow them, and suffocate. The Mainichi Newspaper is committed to environmental issues Fish made of plastic grocery bags (stickers) were produced to make aquarium visitors aware of the fact that dolphins and whales mistake plastic grocery bags for fish. Several hundreds of these "fish" were placed inside the aquarium as an installation ad.. This year, they decided to curb the use of plastic grocery bags to decrease the number of cases in which marine creatures mistake grocery bags for fish, swallow them, and suffocate. Visitors could wander through the site and take on the perspective of a dolphin or whale, simulating accidents caused by plastic grocery bags. The communication, which also involved the distribution of newspapers featuring stories about plastic grocery bag pollution and canvas tote bags, primarily targeted family groups. In one month, over 50,000 people experienced the campaign. And scenes from the campaign event received major coverage in newspapers and on cable television, successfully generating overwhelming PR effect for the cause. Bronze Media Lions Winner.

Agency: Hakuhodo Tokyo, Japan.

stern.de "Fast news"

The goal was to establish stern.de as the fastest news website in Germany. To achieve this, they combined a promotion in a movie theatre with a cinema ad. First, something relevant to the news happens in the cinema audience. Only two minutes later, an ad for stern.de in the same cinema deals with just this event. In the middle of a cinema, shortly before the main feature. A pregnant woman in the audience gets contractions. She gets up, shouting in pain, and leaves the theatre with her husband. The Cinema Ad: While the audience is still discussing this event, the following cinema ad is screened: Chart and Announcer: "Now on stern.de" The chart is followed by a screenshot of the stern.de website with a photo showing the woman and her husband in the foyer of the cinema with newly-born twins in their arms. Announcer: "Twins born at cinema in Hamburg." Chart and Announcer: "News has never been this fast. stern.de" The target market is composed of young, Internet-savvy people, who are easily reached in cinemas. By combining the cinema ad and the promotion they didn't only claim that stern.de is especially fast - but also proved it. And our target audience witnessed this fact firsthand. As the promotion was unseen and surprising, word of mouth generated a significant spread. Hits on stern.de increased significantly after the promotion. Gold Media Lions Winner.

Agency: Grabarz & Partner Hamburg, Germany.

Mercedez Benz "On a mountain top"

The G-Class is the toughest off-road vehicle from Mercedes-Benz. With its 4-wheel drive and V8 engine this car has mud in its genes and is built for any kind of terrain. Real off-road drivers are generally active people with a love of nature. Their aim was to connect with this special target group and show the off-road abilities of the G-Class in a new, surprising way. The G-Class is able to take-on any terrain. They wanted to point out that the G-Class reaches places that others can't. Therefore, they had to bring their ads to places no other ad had been before: to the highest mountaintops in Germany. On every mountain in the German Alps there is a summit log book for climbers to sign when they reach the top. A team consisting of an art director, copywriter and an illustrator climbed five German peaks, and drew advertisements for the G-Class in these summit log books. As a result of the exclusive placement of these ads, they reached our special target audience in the right environment and caught their full attention. In every ad we displayed a phone number of the Mercedes-Benz hotline. There by you could directly contact your local dealership to make an appointment for a test-drive or to get further information. As a result of the promotion around 190 customers contacted the dealers and took test drives within three months of the launch date. Even more importantly the 'Summit Log Ads' became the talk of the town. The ads were discussed in various blogs and the pictures appeared on flickr.com. Local newspapers, off-road publications, and mountain climbing magazines wrote articles about it. Thus, they achieved broad media coverage with a small budget. Bronze Promo Lions Winner.

Agency: BBDO Stuttgart, Germany.

IPÊ "Bird nest sticker decals"

IPÊ mainly implements environmental consciousness projects among rural residents living close to forests and jungles in Brazil. They were tasked with raising awareness for IPE's anti-deforestation drive among urban residents living in Brazil's larger metropolitan cities, encouraging them to use only certified wood and not wood illegally obtained from Brazil's jungles and forests. For that matter, the promo consisted in creating sticker decals that realistically resembled bird nests with birds living in them. They were then stuck on every wooden door, gate and fence - recreating their natural habitat in an urban environment. Upon closer exploration of the sticker, people would read: "Deforestation destroys the natural habitats of many animal species. Make sure that all the wood you buy is legally certified. IPÊ - Ecological Research Institute - www.ipe.org.br". Since our budget was minimal, typical outdoor messaging was not possible. They had to create an alternative media that would still draw attention to the cause. The decals were stuck specifically in and around retail districts inside the metropolitan cities, well known for selling wooden goods (doors, windows, furniture), helping the message to reach its main target: wood shoppers and retailers. In just 2 weeks following this promotion, IPÊ reached its projection for metropolitan cities in Brazil, having increased its website page-views by over 8%. Bronze Promo Lions Winner.

Agency: FabraQuinteiro Sao Paulo, Brazil.