Crisis "Ambient Campaign"

Crisis, the homeless charity, were really only known for their "Crisis at Christmas" shelters and retraining centres. They needed to remind people that the problem of the homelessness didn't go away after the centres closed and the homeless people moved on. The idea was to make sure homelessness continued to get noticed, by putting "homeless people" on the streets where they could be seen. So they created a life-sized crouching homeless person entirely from typography. They wanted the freedom to put their "homeless person" right there on the streets, so they used a technique called "Reverse Graffiti" to clean-off rather than spray-on our design. Under cover of darkness they cleaned off areas of dirty concrete in doorways, down alleys, by cash machines and around tube stations. The reserve graffiti technique meant the tagging was legal and imporrtantly for a charity - free of media costs. The design incorporated a URL which took you though to the Crisis micro site, where people could find out more and get involved. The stunt generated a huge amount of interest and PR coverage, totally out of proportion of its 3000 pond Sterling spend. Currently, all the tagged city cites are still intact and reminding people on a daily basis that homelessness hasn't gone away.

Agency: WWAV Rapp Collins, United Kingdom.

Bernard Brewery "The prevention beer mug"

Men in Czech Republic consume the most beer in all of Europe. Unfortunately, the beer changes many of them into agressors upon arriving home. In order to stop this domestic alco-violence the redesigned the trademark beer mugs of their client Bernard Brewery to preventatively warn its beer drinkers to not lose control over their drinking.

Agency: EURO/RSCG Prague, Czech Republic.

Blackberry "Reliance mobile direct mailer"

Blackberry from Reliance Mobile was launched in India in August 2007. Being the only Blackberry in the country powered by CDMA technology, it was undoubtely the fastest and supported maximum data related applications as compared to Blackberrys offered by GSM providers. Hence, it was positioned - as the smarter way to live. The client, Reliance Mobile, wanted them to create a direct mailer to be sent to the CEO's of top companies. The objective was to have something that a CEO finds smart and has a relatively long shelf life. "7 habits of highly effective people" is a famous book. They thought that if if they sent across a message connected to the original copy of this book, it will invariably make it to the CEO's book shelf and stay there for long, reminding him of Blackberry from Reliance Mobile each time he see the book. Hence they came up with the idea of sending the book with a custom-made bookmark.

Agency: Tribal DDB, India.

Science World.

Pressing a button activated a spritz of water and this voiceover: "ACHOO! Did you know that a sneeze can travel 12 feet and hover for 3 hours? It's true. And gross. But hey, you've learned something! Science World. We can explain."

Agency: Rethink Vancouver, Canada.

SEB Bank "Street golf"

In order to really embody SEB's sponsoring of the renowned Solheim Cup, they built a 9-hole street golf course in the town centre. Using the adshels not only to get the sponsoring message across, but to give the citizens of the hosting community a golf experience of their own. The required golf equipment was borrowed at the local SEB office, located just a few yards from the street golf course. By treating the public to some street golf they succeeded in making the tournament more accessible, in showing their committment to golf, in activating SEB's green brand color and in making the most out of the pre-booked adshels.

Agency: Storåkers McCann, Sweden.

Homeless Youth "Height Chart"

On any given night 23,000 people in Victoria are homeless, 7,000 of them are young people aged between 12 and 24 years. Their task was to raise awareness about youth homelessness in the city of Melbourne.

Agency: Clemenger BBDO, Australia.

Mini "Splash Diving World Champion"

A few years ago a 300-year-old traditional sport from Hawaii established itself in Europe as the "Splash Diving World Championship" The reigning World Champion has created a jump known as the "Open L-Vis". Good enough reason to get him together with the Mini Cabrio Always Open. Mini Switserland invited the reigning World Champion to jump into the Mini cabrio using the splash-dive style that he is best at: from a height of 10 meters. The stunt was captured on video and photos, and distributed virally. Onlookers at the event each received a card inviting them to try the splash-dive themeselves or take a test spin in the Mini Cabrio. An emerging cult was integrated into the world of the Mini and laid claim to before any other automaker could get a look in. The claim was demonstrated in a unique manner.

Agency: Lowe Zurich, Switzerland.

Scream TV "Get scared more often"

There are more television channels than ever in Canada. And new ones are emerging faster than ever before, Scream TV offers thrills. But unfortunately, they don't have anything close to the advertising dollars that the big networks have. The weeks approaching Halloween seemed ideal to create a city wide phenomenon for 50,000 dollar. For three weeks in September, they had a ghost "haunt" an old Victorian house in Toronto Thousands of onlookers saw her appear at various times throughout the night. She was illuminated by a holographic projector and programmed to perform forty different actions such as walking, looking down or skipping from window to window. The buzz crew further after they: Released online videos of the ghost from both inside and outside the house. Laked the house's adress. Started online discussions revolving around the ghost's background. In early October, the ghost revealed a message: "Get scared more often, Scream TV". People saw her raise this sign at the house, in a television spot, and online. For only 50,000 dollar, over 2,1 million people discovered the campaign online, while millions more read about it in major Canadian publications like the National Post and thousands saw her first-hand at the house. For a station that had a hard time getting subscribers, Scream TV saw an immediate subscription increase of 29%.

Agency: ZIG Toronto, Canada.

Witness for Torture "Freedom"

Witness for Torture is a human rights group that has been relentlessly campaigning for the closure of the Guantanamo detention centre. With little resources at their disposal, the group wanted to increase awareness of its cause. The strategy was to find an economical medium that was engaging and had longevity. So, elevator doors were used in an innovative way to dramatize the plight of prisoners who are held in islolation and in violation of international laws. The campaign launched in Dubai and will soon break in New York. Traffic to the group's website (www.witnesstorture.org) increassed by over 35% and so did subscriptions to its news feed. A higher click through rate was also recorded for links to allied sites, including ACLU's "Close Guantanamo" intiative and Amnesty's "Tear Down Guantanamo" campaign.

Agency: TBWA\RAAD Dubai, United Arab Emirates.

Jelly Tots "Experiential Elevator"

Jelly Tots, adventure is anywhere.

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

Inspiration.

Jennifer Maestre is an artist who uses pencils to create her sculptures.

Jennifer Maestre

Wallnuts Climbing Centre "Climbing Monkeys"

The placed branded plush toys - specifically monkeys (from orangutans to gorillas) around the city to spread the word about Wallnuts Climbing Centre. The wallnuts monkeys, featuring suction cups on all four "paws" were strategically stuck in hard to reach (but easy to see) locations around town.

Agency: Target St. John's, Canada.

AXE "The skunk direct mail"

To communicate the irresistible fragrance of Axe in a relevant manner to the young hip trendsetters. In order to communicate the full extent of "The Axe Effect", and create word of mouth, a DM tool was sent out along with an outdoor party invitations to trendsetters. Those who received the DM material shared it with friends, and as a result, word of mouth created even more hype around the idea.

Agency: JWT Cairo, Egypt.

Sa7 El Naom "wake up"

To spread the creative thinking culture in advertising inside the agency. in order to communicate the creative thinking methedologies in advertising, a "knowledge culture" was spread inside the agency through an email announcing a new software (Sa7 El NAOM wich means "wake up" in Arabic) that will give you all the worldwide creative exposure you need while you are sipping your coffee every morning for free. They used google news reader as vehicle and designed special newsfeed for the agency updating its content from the best advertising blogs on the web. A lot of employees implement the idea on their computer. A lot of ideas was used as references in briefing session. Some people reply back wanting updates or adding new blogs to feed.

Agency: JWT Cairo, Egypt.

Microsoft "Shhh... no one will know"

As organizations grow, their IT infrastructure must grow as well. However, most organizations try to make do with their existing base by adding an application or functionality. This puts added pressure on an IT person, who then spends most of his time trouble-shooting instead of innovating or adding value to his IT infrastructure. The task was to tell him about a new server and tools system from Microsoft, without revealing too much about it. The objective was to get him to log on to a website and register to find out more. An IT person spends most of his time running between people’s desks and the server room managing the system and making it run smoothly. They wanted to tell him that installing this system would mean that his workload would lessen and he would have more time on his hands. To help him make sure that no one really notices his newfound state of freedom, they sent him a stick-on computer rearview mirror, so he could quietly be warned of people approaching his desk and act in a suitable manner. Out of the 1000 mailers sent out over 10% registered on the website. These became strong leads for the sales department. The mailer was well-received and on sales visits the rear view mirror was spotted on quite a few computers.

Agency: Wunderman ME, United Arab Emirates.

Caritas "Homeless robot"

A romote controlled robot generates awareness for homeless people! This strange Figure aroused a lot of curiosity in german pedestrian zones. Through it's irregular movements and the attached music instrument. When taking a closer look, everybody discovered small cards to take-away with the following copy: "Curiosity doesn't feed anyone. Donations do." Plus the bank details for donations to Caritas.

Agency: BBDO, Germany.

Pratidin "Recycle"

The paper industry is heavily dependent on trees. Their aim was to spread awareness about the necessity of recycling paper to stop deforestation. The reader of the magazine comes across two pages that are joined together at the ends. As a natural instinct, the reader cuts or tears the pages apart to read what is inside. He finds that "chopping" the pages apart has resulted in "chopping" the tress that are pictured inside. Alongside the "chopped" trees is the message: "Every second 12 trees are cut to manufacture paper. Recycle paper". The very act of cutting the page drove the message home to the readers of this widely distibuted magazine.

Agency: Ogilvy & Mather, India.

Blondes Salon "Fresh Hairstyles"

"Blondes", a salon in Kolkata, introduced new and innovative hairstyles for the fashion-conscious youth. Their aim was to communicate this to the college-going crowd of the city. Clay plant pots resembling human faces were placed across popular hangouts of Kolkata. Hairstylists worked on the bushes in these pots, trimming them into intresting "hairstyles". This activity drew attention and generated a great deal of enthusiasm amongst the fashion savvy people in Kolkata. "Fresh haircuts" at Blondes soon became a rage in the city.

Agency: Ogilvy & Mather, India.

Julian Day School "Talpatar Sepoy"

Julian Day School authorities began aerobics classes for childeren. The aim was to communicate the same and generate enthusiasm amongst the students. Talpatar Sepoys were distibuted in every class by respective class-teachers. The puppets were an instant hit. The kids began to play with them and took them home as the day ended. The message "Get Flexible - Children's aerobics classes in school" was succesfully conveyed to the childeren and their parents, leading to 90% students enrolling in the aerobics classes.

Agency: Ogilvy & Mather, India.

Calcutta School of Music "Learn to appreciate"

Every year Calcutta School of Music enrolls students for classical music classes. Their aim was to generate awareness and enthusiasm about thes classes. Nations of bach, Haydn and Mozart were made visible across busy junctions of the city by using overhead wires and staves. The notes were also played through the kiosks, evoking an instant responce. The message was immediately communicated to the music enthusiasts and prospective students across Kolkata.

Agency: Ogilvy & Mather, India.