Agudol "Pain"

Agudol is a non prescription painkiller specially formulated for headache. For general confidence and gain ground in May to its competitors, is developing a piece of direct marketing aimed at clinicians who recommend the product to their patients. Through its own medical representatives, Agudol to him a small wooden box, inside was a racket toy with a rubber ball attached to it with an elastic thread. On one side was printed the face of a frowning man and the other the same face but relaxed. Grupo Farma del Ecuador S. A. received excellent feedback and compliments from doctors and health visitors who rated themselves action as the fun and seller.

Agency: Maruri Grey, Ecuador.

Immersion Creative "Return to sender"

A two-page, full-colour spread in Canpages (or the Yellow Pages) can cost up to 80,000 dollar per year. However, these days, most people search online for the very same services. Immersion Creative sent a letter to everyone with a two-pages, full color ad, in an envelope made out the very ad they use. Included was a screen capture of their current Google ranking, and an offer to make it even better - for half the price.

Agency: Immersion Creative, Canada.

Lava Soap "Grimey Hand Society

A mailer was created, encouraging craft-store buyers to stock Lava Soap in their stores. Instead of sending heavy-handed testimonials, they developed the Grimey Hand Society—a group of people who love dirty hands and want to keep Lava Soap from being distributed. The mailer is complete with pictures, notes and letters that demonstrate this group’s disdain for Lava Soap and its hand-cleaning cleaning effectiveness.

Agency: O'Leary and Partners Newport Beach, CA USA.

S4 "Illegible business cards"

The brief was to prepare a presentation to demonstrate their creativity for a new client that specializes in computer data security. Show that they know what are they working on and what is their point of vieuw on the problem. They produced a version of their agency business cards with errors - basically illegible. They gave them to the client at the meeting to show how can they communicate data protection and problems related with loosing data. As well as demonstrating their creativity.

Agency: S4, Poland.

Microsoft "Concrete Envelope"

They wanted to show software sales staff that Windows breaks down the walls in customers’ lives. So they showed them what that felt like by putting the letter in a concrete envelope, complete with a hammer to smash it open.

Agency: Y&R Auckland, New Zealand.

Mundo do Condomínio "Sponge card"

Business card printed on a real sponge for Mundo do Condomínio cleaning products.

Agency: Fields, Brazil.

Ryan Oughtred "Healthy Christmas Gift"

Ryan Oughtred a personal Trainer delivers a non-traditional chocolate box for Christmas.

Agency: Hot Tomali Communications Vancouver, Canada.

BC Adventure Survival Training "Business Card"

The first rule of wilderness survival is preparation. That's why BC Adventure wanted to make sure everyone who stepped through their door left at least a little more prepared for the wild. Made from organic beef jerky this laser etched card is good to eat for up to a year in case you find yourself stuck in a precarious situation.

Agency: Rethink Vancouver, Canada.

AGRIE Paint Services "Business Card"

Really nice business card for AGRIE Paint Services.

Agency: Extreme Group Toronto, Canada.

PacBlue Printing "Oversize business cards"

Oversized business cards were delivered to ad agencies and design companies to promote PacBlue Printing’s high quality large format printing capabilities.

Agency: Hot Tomali Communications Vancouver, Canada.

ZEA BBDO "Corporate Image"

They are characters that work day by day in an agency and they seem to be taken out from another world, full of a unique enchantment like no other work. Yes, this is who we are, like brought out of a tale, one more protagonist than others butt all with good lines on the script. The individual photo sessions for each one of the 80 characters of their agency, the costumes such as the best dress, sack and even wigs, that also included the smell of that time. To have a card with your own picture is more than that. It's your essence, is what it sells. Each one of them is an image and a part the ZEA BBDO's DNA. Each card is a part of their history, it's a portrait of this film in wich thousands of scenes are filmed every day and the script is written by them. Why a change of image? They must have fun, they need to feel excited when they give their cards and see the envy face of others that also work in this profession, but they've got a conventional card that only smells of ink, smells of boring printing.

Agency: ZEA BBDO, Venezuela.

Bukaaa "Greetings from Zagreb"

During summer time even the biggest agencies in Zagreb (Croatia) have problems with briefs pouring in while most of the creatives are on vacation. They decided to use this opportunity to inform them that Bukaaa is available for outsourcing during this period. They bought the usual ugly postcards of Zagreb, hand wrote the postcards and sent them to the heads of agencies "Dear (name), don't worry about letting your creatives take their summer vacation. We are staying in Zagreb, so feel free to contact us if an unexpected brief pops-up..."

Agency: Bukaaa Zagreb, Croatia.

Home Hardware "Hot Pies"

The brief was to get 200 Home Timber and Hardware trade retailers excited about Home Trade’s new promotion. The aim was to motivate retailers to buy more stock through Danks Trade (Home’s parent company) by giving them a chance to win the ultimate AFL Grand Final Day prize. Retailers regularly receive standard mail from Danks Trade, so the piece needed to create instant intrigue and beg to be opened. This 3D footy pie vendor box did just that! It showed retailers how they’d be getting into the AFL Grand Final if they didn’t start buying more through Danks Trade.

Agency: CHE Melbourne, Australia.

Taxi 7:24 Chevrolet "Taxi Rockola Chevrolet"

They needed to regain the leadership that the Taxi 7:24 Chevrolet was losing a year ago on the market. The target are colombian taxi drivers who had begun to lose confidence in their brand and in their taxi 7:24 Chevrolet. If a taxi driver transports and talks with so many passengers daily, they should have lots of good stories to tell. They found a natural way to bring the brand to the target and make them feel fully identified with the communication. The creative strategic solution was to convert the target into the main character of the campaign. Because of the target profile, radio became their principal media, however, media such as outdoor, ambient, print and TV allowed them to strengthen different moments of the campaign. The taxi drivers were so identified with the brand, that they looked at it again as a closer brand which generate's their trust. The perception of the taxi 7:24 improved so much with the campaign, that they achieved a 25% increase in sales. By December 2008, at the closure of the campaign, the monthly sales reached 52% more units than when they launched “Taxi Rockola”, and nearby competitors reduced theirs by 18% in the same period. They went from selling 289 units, to currently selling 403 units, for a total closure of the campaign with 2015 units sold. Bronze Cannes Lions Media Winner.

Agency: Sancho BBDO Bogotá, Colombia.

Proximus "Outside Office"

Proximus Vodafone, the biggest mobile network provider in Belgium, developped the VMCC card : a network card that allows you high-speed acces to the internet wherever you are. Without wires or a WiFi connection. How can they proof the efficency of this product to companies and give it a lot of attention. As an advertising agency, they decided to set the example. On November 6, 2008, they set up a mobile office for a day. A big part of the agency worked the day in the middle of a field outside the city. Thanks to the Proximus Vodafone network cards, they had full access to their e-mails, calendars, our fileservers, the internet, etc. Everything they needed as an agency to do their job was available to them. As proof, they create a blogsite and had people, working outside, update it continuously throughout the day. ‘The ultimate proof that you can easily access the internet wherever you are', received a lot of regional and national press attention, and was an item on dozens of blogs and websites. The price of this event ( camping gear, a boyscout tent and some french fries) about 500 Euros. Bronze Cannes Lions Media Winner.

Agency: Famous Brussels, Belgium.

Supersonic CPH "Supersonics"

Objective: Drive trial and top of mind awareness among advertising creatives and production houses and make Supersonic Sound the most talked about sound studio in the advertising community. As a highly specialized sound production company, Supersonic has a very specific and demanding target group. The choice to create an online sound comic series was driven by two factors: the level of involvement among the core target, and the ability of Supersonic to display their capabilities to a wider audience via the viral effect. The country's top creatives were invited to participate, 97% said yes. This 97% were actively working with Supersonic during the production of each episode. Ultimately, their involment created an estimated 95% penetration in the industry as they were ambassadors for the project as it was spread online. The initial promotion mail-out and website created a 97% response rate among the core target who had a uniquely high involvement in the promotion as they actually worked one on one with Supersonic on the episodes. Ultimately, their involvement and ambassador effect in their respective agencies combined with the promotion website resulted in an estimated 95% penetration among the wider target group. Supersonic has picked up new business directly related to the promotion and claimed 100% of the radio shortlist at the country’s Creative Circle Awards this year. The creative concept allowed Supersonic to demonstrate every aspect of advanced sound production - from song writing, charaterisation, storytelling, SFX to voice overs as these were all naturally included in the execution of the concept. Furthermore, the episodes were written by top creatives who not only had the chance to prove their own creative skills to the rest of the industry, but also put Supersonic to the test on any or all of the parametres above in front of the whole target group on the Supersonic comic book website. Bronze Cannes Lions Promo Winner.

Agency: Saatchi & Saatchi Copenhagen, Denmark.

Ruiz Nicoli Lineas "Corporate Image"

Re-Launch RNL as a "top-noth" advertising agency. Nielsen was a whole campaign. The idea was to create a turning point in the Spanish Advertising Sector. So they launched rumors and news saying that they had been named "Agency of the Year" by Nielsen. Some people eve thought they had bought the Award. They ran banners on the finest business websites. But, they were not referring to Nielsen research. They show the true story at www.nielsenaward.com The Campaign was News at Buenafuente the most seen late night show in Spain (70% share). They had free publicity generated as 250.000 Euros. They reach more than 15.000 views on Youtube in less than a week. The method of the promotion was the most relevant because they gained the attention of the Sector. They reached more than 15.000 views of the main target in less than a week and they caught the attention of the mainstream media. They had huge exposure in advertising media, they did street marketing and local award shows promoting their award. Bronze Cannes Lions Promo Winner.

Agency: Ruiz Nicoli Lineas Madrid, Spain.

De Lijn "Business Cards"

De Lijn BUSiness cards: Bus company De Lijn replaced the business cards of its employees by personalized bus tickets. De Lijn wanted to recruit more travellers amongst middle class professionals, who rarely use public transport. The bus and tram tickets are made from paper and are about the same size as regular business cards. They created bus and business cards for workers at De Lijn with their name and personal details printed on. Since the original bus and tram ticket are used, you actually receive a free ride with a bus or tram as someone from De Lijn hands you over their business card. Therefore the baseline on each ‘bus ticket’ slash ‘business card’ reads: “You can always reach me with this card.” They pushed trial by replacing the business cards of 250 employees of De Lijn by real and personalized bus tickets. The employees were incited to hand these out to their business contacts, encouraging them to pay them another visit, using the bus. Business contacts could use the business card for 1 bus trip and keep it afterwards. The campaign is still running, but after three months already 1,047 cards had actually been used as a bus ticket. Which means that on average each employee has already generated more than 4 high quality leads. Bronze Cannes Lions Winner.

Agency: Duval Guillaume Brussels, Belgium.

Komatsu "Xtreme precision"

Komatsu, a major player in construction machinery and vehicles, has a huge reputation for its powerful, huge construction machines, but is less known for its compact and precision machines. In Belgium there are only five companies big enough to be key prospects. So, what kind of mail can you do to only five companies? There is no better way to demonstrate extreme precision than an extreme precision product demonstration. They hired the Komatsu stunt team and send their prospects a direct mail. No tricks or effects were used. How does it work? 1) Prospect receives an envelope with nothing but a web link with his company’s name inside: www.komatsu.eu/thenameoftheprospectscompany. 2) Prospect types this into his browser, a movie opens. 3) In this online movie he can see how the envelope is carried by a big Komatsu construction machine. The machine drives to his - clearly recognizable - company and drops the envelope in his mailbox. 4) Pay off ‘Dear Mr. Prospect, if you need extreme precision, just give us a call.’ All five key prospects are now good Komatsu clients. That’s a 100% score. Bronze Cannes Lions Direct Winner.

Agency: Duval Guillaume Antwerp, Belgium.

Mercedes-Benz "Folder Mailing"

The goal was to develop a tool to arouse the interest of existing customers in the new Mercedes Benz Sprinter Transporter and to encourage them to take a test drive. The strategy was to provide every Mercedes-Benz dealer with a tool, with which he could e-mail to his clientele in a completely new way. Thereby, small business owners, that already had an old Sprinter, were encouraged to experience the features of the new Sprinter and, eventually, buy one. The comparison between a Sprinter and a computer folder is immediately evident for every small business owner, since he works with both on a daily basis. But also Mercedes-Benz could benefit from this completely new way of communication and strengthen its position as a technologically innovative brand. The idea was to parallel the similarities of the Sprinter transporter and a computer folder. Why? Because both can contain more than one would imagine. Therefore, they created a special "Sprinter Folder", loaded with multiple subfolders, whose titles and icons made up a story about the Sprinter. They communicated this to where small business owners spend a lot of their daily time: in the Windows-Explorer of their computer. So, the desired, average response quota was met and exceeded. Another strength of the idea was the cost-response-ratio. Using a computer folder as a vehicle does not cost a thing and "drives“ through the Internet to his recipients for free. They reached a response quota of 18%. Additionally, 50% of the people who responded to their dealer's mail did a test drive in the new Sprinter, which was the goal of the campaign: to make the new Sprinter an experience. Silver Cannes Lions Direct Winner.

Agency: Lukas Lindemann Rosinski Hamburg, Germany.