Unicef "Joaninha"

Silent vitims: the AIDS orphans who are left behind. They don't even formally exist and are entitled to nothing. Birth registration gives these childeren access to fod, education and health care. Theit world is made real through the poignenant story of a dying mother giving her 11-year-old daughter Joaninha from Mozambique some final life lessons on her deathbed, using a wide range of media activities. A Joaninha, "glossy" was even brought out in the Linda, style and format (well-known Dutch glossy). And with great result. In Mozambique alone, almost 200,000 childeren have been registered (twice the target).

Agency: Downtown Amsterdam, The Netherlands.

Orange Babies "Donation TV"

To raise funds and create awareness about HIV-infected African mothers and their babies for the charity, Orange Babies, at the Millionaire Fair in Amsterdam. They had to maximise a modest budget to compete with spectacular stands. The Orange Babies stand featured an interactive video screen showing a crying baby. When a visitor punt in coins or notes, the baby stopped crying and started giggling. Everything focused on the motto. "Your donation makes the difference". Visitors approaching the stand received the Bluetooth message, "Do you hear a baby crying? Let her smile again. Orange Babies". The redemption rate of the downloaded Bluetooth image call to action was 8,3%. Visitors became aware of Orange Babies projects in a unique and playful manner. Orange Babies raised 45,000 Euro at the fair.

Agency: Ogilvy Amsterdam, The Netherlands.

Fragile Eggs

The Swiss accident prevention point initiates to wear a bicycle helmet. because in Switzerland this is not compulsive. This canpaign had to demonstrate how fragile the human head is. The beginning of the bike season in spring is at the same time as the easter festivities. At the easter celebration the Swiss give away painted easter eggs. This rite was used suprisingly: 200,000 eggs with painted human faces on them were distibuted on the streets. The surprising analogy made bicycle riders reflect. Teachers even integrated this subject into instruction. The quota of people wearing bicycle helmets in Switzerland reached a record in 2007: from 33% to 39%. An increase of 6% (the increase in previous years was +1% to 1,5%). Several newspapers and radio stations reported and multiplied the advertising effect.

Agency: Ruf Lanz Zurich, Switzerland.

Toyota "Arrive without detours.

Announche the special series Avensis with GPS included. A quite unusual letter was sent to 20,000 prospects in the Toyota database. The letter seemingly got lost and arrived at the wrong address first. In stead of the usual "Please redirect to", they used GPS language. The line read: "We calculate your route". The letter itself containend the following message: "Arrive without detours. Avensis Traveller with Full Map GPS - 22 countries". The sales of the Avensis Traveller increased by +19%. The mailing generated a high response rate and provided dealers with a high number of potential prospects.

Agency: Happiness Brussels, Belgium.

Serviceplan "How to make poster without a computer"

To illustrate just how urgently Serviceplan Hamburg required a graphic designer with IT skils, they developed 4 different poster that had one thing in common: they were all created without the aid of computers. Whether built from 5,268 lego bricks or 6,138 drawing-pins, sawn from wood or woven by hand - each individual poster was handmade, once-off piece. The posters then displayed on noticeboards in the design colleges. Increase in job applications of nearly 600%

Agency: Serviceplan Hamburg, Germany.

Optician Chris Van Bael "Eye test letter"

An optician wanted to attract clients he hadn't seen in a long time. Due to deteriorating eye sight over the years, they'd probably be needing new eye glasses at that point. The agency created a sales letter in the form of an eye test chart. The optician explains at contacts that their current glasses probably aren't strong enough anymore - eye sight can deteriorate even when wearing classes. To demonstrate this, the characters in the letter gradually shrink to a size so small only people with perfect eye sight can read properly. People having difficulties reading those last sentences are invited by the optician for an eye test. 12% of the contacts made an appointment for an eye test.

Agency: Proximity BBDO Brussels, Belgium.

Natal's City Hall "Airport"

Sex tourism was becoming an inconvenience at Natal, a beautiful city in Brazil's coast. With city hall's effort to inhibit the problem, a campaign had to be created with ads that would reach foreign tourists and warn them about the risks. At Augusto International Airport, thousands tourists arrive every week. By the baggage claim, toerists had the first contact with the city hall's campaign against sexual tourism. A suitcase placed at the luggage carousel brings the message of the campaign. At one side - for the good tourist - the city's welcome. By the other side, the straight message: "if you came after sex tourism, get your bags and go back home".

Agency: RAF, Brazil.

The highest ads in Germany.

Develop a promotional idea for the toughest SUV from Mercedes-Benz: the G-Class. Proving the extreme off-road ability of the G-Class demands extreme methods. They took their advertisements to where one had never been before: to the summit books on the highest mountains in Germany. And so an all-terrain team of copywriters, art directors and illustrators left the well-trodden communication paths and clibed to the peaks to immortalise the G-Class with illustrated ads. To prove: the G-Class goes further. As climbing is very popular in germany and every climber looks into the summit book, the campaign resulted in 190 test drives at Mercedes-Benz dealerships within just a few days. Photos of the advertisements appeared in several climbers blogs, at flickr.com and in local dailies.

Agency: BBDO Stuttgart, Germany.

FBTO "The Sand Towel"

Come up with an incentive to promote the travel insurance from FBTO during the summer holidays, fiting within the campaign: FBTO. Do-it-yourself insurance. They created the SandTowel as an incentive for people who took out travel insurance. Though just an ordinary white towel at first glance, when turned over it has a photo of sans printed on the back to use to cover your valuables when you go swimming. This clever device perfectly camouflages and protects your valuables so you can swim whitout worry.

Agency: DDB Amsterdam, The Netherlands.

Dodge "Test Drive"

June 2007 saw the Swedish premiere of the all-new Dodge Nitro, a very aggressive-looking car that packs a lot of attitude. They were asked to promote the high-end version of the car, the R/T, wich has an especially powerful engine. To create attention for the new Dodge Nitro R/T and get people to book a test-drive. The target audience consisted of selected customers of Swedish Dodge dealers. It is impossible to find a road map which position speed cameras. Until now, that is. After a lot of research they were able to position's all cameras throughout the country, creating a map wich is completely unique for Dodge and this campaign. The circulation was 3,000 and was distributed as direct mailings or handed out at dealer events.

Agency: ANR.BBDO Gothenburg, Sweden.

Audi R8 Outdoor/Mobile Campaign.

To create noise around the launch of the Audi R8 by offering an interactive experience of the car that leads to acquisition of a prospect database. A roadside poster showcased the breathtaking R8 and a call-to-action invited drivers to have content send to their mobiles. The content was a ringtone recording the journey of the R8 on the Silverstone racing track. Ringtone distibution is estimated at a massive 76,000 through viral-spread, while 93% of those who downloaded the ringtone were both new to the Audi brand (in terms of vehicle ownership) and first time brand-engagers.

Agency: BBH London, United Kingdom.

Stop The Traffik "Recruiment fair"

To Raise awareness about the trafficking of women into sex-slavery, Stop the traffik set up a stand at a prominent careers fair for "Top Jobs Abroad", a fictional recruitment company offering "The very best opportunities". After being greeted by a friendly representative, visitors were ushered through a door at the stand and straight into a specially designed Red Light District window - in full view of passers by. Visitors would then exit the window onto the official "Stop The Traffik" stand, where they signed a declaration to the UN to help fund the fight against trafficking.

Agency: Duval Guillaume Antwerp, Belgium.

Adsoftheworld

VW Polo BlueMotion "Sushi"

Show people that with the Polo BlueMotion you can drive up to 1,100 km without a petrol stop. They put small model cars of the Polo BlueMotion with signs and dispensers on conveyor belts in sushi bars. The messages: "Up to 1,100 km without a petrol stop. The Polo BlueMotion". and "Grab it and win!". Everybody who took a card and introduced the code into their microsite could fix a test drive online and automatically took part in a raffle of 100 weekend trips with the Polo BlueMotion.

Agency: DDB Dusseldorf, Germany.

Das Taxi "The new Time Table 06/07"

Das Taxi has established itself amongst Hamburg's taxi cab operators as the "Autonomous Way Ahead". The simple product statement, "anytime, anywhere" and the telephone number 22 11 22 should be communicated towards local public transport passengers. Das Taxi attracts attention with its own interpretatation of a special public transport insignia: The new time table 06/07 was distributed to waiting passengers in underground and railwaystations. The detailed booklet is all in red, just like the official public transport guide. Times, accurate to the minute, services and booking options are shown in every street in postcode region 20. Local newspapers reported about passengers being confused by the "new" time table. In the two months of the campaign orders for "Das Taxi" increased by 7% compared to the same period in the previous year. Bronze Eurobest Winner 2007.

Agency: Nordpol+Hamburg, Germany.

Centraal Beheer Insurance "Sunshield"

Promote Centraal Beheer as an insurance company and their car insurance in particular. Budget is limited, so the use of traditional media is not possible. The sunshield shows a robber who is stealing a radio set from a car. The well-know motto of insurance company Centaal Beheer- "Just call us" -is featured next to the robber. Besides a lot of goodwill, the amount of phone calls requesting information on car insurance increased that month. Bronze Eurobest Winner 2007.

Agency: DDB Amsterdam, The Netherlands.

The ABSOLUT world week.

In spring of 2007, ABSOLUT VODKA launched its new brand campaign: IN AN ABSOLUT WORLD. It shows what the world would be like, if it were as perfect as ABSOLUT VODKA. In order to excite people about the brand and its new campaign, Absolut requested communication that went beyond classic media. To achieve this, they decided not only to show what an ABSOLUT WORLD looks like, but gave consumers the chance to experience it in their daily lives: They published the perfect newspaper. Distributed for free, with real editorial content that was entirely positive and interesting to read. They perfected the taxi ride by supplying a fleet of free-of-charge Porsche Taxis. A visit to the nearest ATM cash machine became a unique experience when they introduced a Happy Hour. National press coverage of this ABSOLUT WORLD WEEK was gigantic. The different activities were featured in articles of over 55 print and online publications, and made the news on numerous radio- and TV shows. All together it generated a cool 35 million media contacts. Bronze Eurobest Winner 2007.

Agency: TBWA\Germany.

The ABSOLUT Taxi.

In spring of 2007, ABSOLUT VODKA launched its new brand campaign: IN AN ABSOLUT WORLD. Inorder to excite people about the brand and its new campaign, ABSOLUT requested communication that went beyond classic media. To achieve this, they decided to give consumers the chance to experience the ABSOLUT WORLD at frst hand. They perfected something that party people all over the world frequently make use of: They created the perfect taxi ride, by making it fast, thrilling and free of charge. For one week, a fleet of Porsche Taxis chauffeured around everyone anywhere in Hamburg, Munich and Berlin. All they needed to do was raise a hand and flag an ABSOLUT Taxi. At the end of the week, the ABSOLUT Taxis had not only excited over 1200 passengers and countless pedestrians, but generated over 15 million media contacts through TV, print and online news coverage. Bronze Eurobest Winner 2007.

Agency: TBWA\Germany.

Nivea "The smell of summer"

This is the first scent film worldwide. Everybody knows the scent of NIVEA Sun products. This very fact is uded for their film: We see a beautiful beach from a static camera. The viewer expects a plot, but for 55 seconds nothing much happens. All they see is the same picture of the beach and hear the sound of sea-gulls and the sea. suddenly, they start to smell the scent of NIVEA Sun which comes out the air conditioning system of the cinema. 37% of all cinemagoers remembered the scent spot for NIVEA Sun spontaneously. Outstandingly 5 times more than for the classical NIVEA spots. Bronze Eurobest Winner 2007.

Agency: TBWA\Germany.

Prijateli "The Childeren's Mobile"

In Bulgaria, thousands of abandoned childeren live on the streets of the capitel city of Sofia without a roof over their heads or the protection of a family. The newly founded charity Prijateli - "Friends" - endeavors to give these childeren a stable home in a network of foster families. Prijateli urgently needs finacials support to do this. They will send a childeren's mobile set to German businesses which are already active in Bulgaria. The content however is anything but child-friendly, because the parts starkly illustrate the threatening everyday life of these abandoned childeren. Within three weeks of the mailing date, 11% of the contacted companies sent a donation. Bronze Eurobest Winner 2007.

Agency: Ogilvy Frankfurt, Germany.

Colorama "Aerial cord"

Colorama is Sweden's largest chain of home decoration retail store. Their wide range of products includes paint, wallpapers, wooden flooring and tiles. during the year, Colorama has aired TV ads showing products samples in full screen, giving customers the unique possibility of testing the products directly on the wall etc. "Move the TV, in 2 minutes we'll be airing our latest shade of green". But even sweden has a few weeks of summer. What do we do when Colorama nee to sell outdoor paint? To announce that the outdoor paints will be airing soon, they rolled up a few meters of aeriel cord and sent it to customers that were registered with their local dealer as a house owner. The local dealers that used the direct campaign noticed a great difference in demand of colours shown on TV as well as more customers in the store. Sales for Colorama outdoor paints surpassed sales budget by 90%. Some customers even brought their cables and wanted longer ones, but that is a different story. Bronze Eurobest Winner 2007.

Agency: GOSS Gothenburg, Sweden.