Faller "The world as model"

On a limited budget, create awareness for Faller model's extremely realistic model-making. In a guerrilla action, they changed the real world into a model. They placed stickers made of static adhesive foil onto public observation deck windows of skyscrapers and TV towers. For observation deck visitors, it felt as tough they were looking down on a miniature world built by Faller.

Agency: McCann Erickson Düsseldorf, Germany.

Cars and Boxes "Babes on Cars"

Cars and Boxes, the German toy car specialist, wanted to create awareness for the online store cars and boxes.de and point of sale. The core market is the collectors’ community of adult men who love toy cars and who also love the aesthetics involved in muscle car culture. The toy cars from Cars and Boxes are so authentic that the clichè "women and cars"concept still works. They created a 2006 calendar showing, in 12 different themes, models posing on toy cars. The calendar is part of the campaign which also includes in-store poster and ads. The calendar was sold out in a really short time and increased hits on the Webpage.

Agency: Jung von Matt, Germany.

Playstation "Goodbye Leipzig"

In August 2008, the Games Convention - Europe´s biggest electronic gaming trade fair - was being held in Leipzig for the last time, before being moved to Cologne (Messe Köln) next year in 2009. PlayStation wanted to say farewell to the gamers, the trade fair and most importantly, to the citizens of Leipzig. PlayStation decided to send Sackboy, its current top star and main character of the new, much talked about game Little Big Planet. Sitting on packed moving boxes, he shed 15.000 litres of tears every hour while bidding farewell to thousands of people directly in the city centre.

Agency: TBWA\ Berlin, Germany.

Xbox "Halo3"

Halo3 is the third game in the Xbox exclusive Halo franchise. Every Halo launch has been a big event amongst the gamer audience, but the client wanted Halo3 to be more: an entertainment landmark. The Halo 3 'Believe' campaign idea sought to reposition the protagonist of the Halo series as the hero and saviour of mankind. They built a vision of a future world, looking back on the events of the Halo wars, and humanity's victory. Their specific task was to run a promotion in-cinemas, to engage consumers with the content of Halo 3 and build a true cultural connection. The concept was to extend the 'Museum of Humanity' advertising idea, by creating a war photographer, Jake Courage, who had been stationed on the front lines in the Halo wars. They then exhibited a selection of his photos, which show the emotion and power of the story and action in Halo 3, both physically in cinemas across Britain and online. They also shot & ran a short documentary on his life and work, again in cinemas and at www.jakecourage.com. The real competitive advantage for a game in a cinema environment is that it has a deeper and richer story than any film, taking 30 or 40 hours to explore the world of Halo 3. So they felt it appropriate to add character and events to the Halo world by inventing the Jake Courage character for our promotion, a "real" human with a biography featured in the official Halo wiki. In particular, they wanted to reward people coming across our activity with new and interesting content, not a marketing message. And the use of www.jakecourage.com allowed people to do this globally. By repurposing visuals from the TV campaign, the additional client investment in the Jake Courage campaign was minimal, limited to actually building the infrastructure of the campaign. On a total budget of £10,000, they know that they reached XXX people in cinemas, including a few light-fingered fans who stole the photography from the walls. PR across online & offline titles has also helped drive site traffic past 11,000 unique users globally, a figure still growing for a true long tail campaign, with an average dwell time still of over 3 minutes. Gold Promo Lions Winner.

Agency: McCann Erickson London, United Kingdom.

Nintendo wii "Post-it"

Wii'll not forget. Relive all vintage games with Virtual Console.

Agency: Leo Burnett Milan, Italy.

Playstation God of War II Activation.

To launch the new God of War II game an e-mail competition was created to give hard core gamers the change to get the first copy of the game they've been waiting for. Step 1: All PS2 and PSP owners receive an e-mail message with the God of War II logo as an invitation to click and win. Step 2: A click brings them to a webpage with a picture of Athena, the goddess of war. The text reads: "The Oracle decides over the destiny of Athena, The Goddess of War. Print this page and find out if the Gods are on your side. Perhaps you'll be rewarded with a God of War II price". Step 3: This platform coverted the print command in two different print results. When the print is launched from the recipient's pc the image of Athena remains on the screen. But what comes out of the printer, is quite different. The winners: They get the message "Congratulations! The Gods have granted you the joy of eternal gaming. You win a God of War II Game!" The losers: In 99% of the cases, however it is the decapitated and heavily mutilated head of the goddess with the message " Too bad. The Gods have decided otherwise".

Agency: TBWA\ Brussels, Belgium.

San Marino Car Center "Stickers"

Publicize a new boutique in a mall where cars are sold. The task was to make a flyer to invite all the people who visit the mall to the boutique. In Ecuador its very common to see people with many enrollments on their car's windshield. So they made a transparant flyer to put on the windshields, the flyer says: "You have had this car for far too long, come vist our Car Center and you'll see nothing is going to be the same". Many people came, and the day of the opening 3 Hummers and many other cars were sold.

Agency: Qualitat, Ecuador.

D3 Expo "Metro windshield"

The sticker on the windscreen of the moving Metro provided commuters with the experience of being part of a futuristic video game. Just like the games you would experience at the actual video game expo - D3.

Agency: Saatchi & Saatchi, Denmark.

Hot Wheels "Binoculars"

Kids love cars. Big or small. That's why a lot of them go with their parents to Motor Shows. And so it's a dream place to advertise for Hot Wheels. They created Hot Wheels binoculars with a special lense inside: instead of showing things big, it was showing them smaller. Cars appear like miniatures. Text on binoculars: "Now at the Motor Show, tommorrow by Hot Wheels".

Agency: McCann Erickson Genève, Switzerland.

Adsoftheworld

Sony Playstation "God of War II"

Sony Playstation introduces God of War II, an action-adventure game that focus heavily on combat and puzzle-solving. The story is based on Greek mythology. Kratos, the protagonist, is a destructive, arnoral, self-centred, and spitful chararcter, driven constantly by his rage and pride. He seeks revenge on the gods for deceiving him and the deaths of his family. They introduces the Pandora's Box, a mythical object salvaged from the sea. A spell has been cast over the box to keep all evils of mankind and the fury of Kratos from ever seeing the light of day. To discover the utmost secret, the destined one must pay close attention to the clues that are left behind the gods. The only way to open the box is to blind the Cyclops. Penetrate the eye-shaped hole to pull the top off. Strangely enough, there is nothing inside apart from a scroll that promises a godly gift for those who pray to Poseidon, the god who quards his secrets with water. Wet the scroll and the second hint, look to the gods and you will find your treasure buried under mount Olympus, reveals itself. Remove the faux bottem decorated with Mount Olympus to find the demo CD of God of War II.

Agency: 20:20 London, United Kingdom.

Adsoftheworld

PSP "Book"

Want to play with your PSP at school? Hide your hands behind the Divine Comedy's book. And in case of a sudden oral test, use the special summary.

Agency: TBWA, Italy.

PSP "Gangs of London"

Take gamers beyond conventional advertising to a place where they can become truly involved with the marketing launch of Gangs of London. They wanted our target audience to be part of the campaign, to dictate the outcome, to blog about it, to tell their friends. They supplied hidden clues (the game's gang logos) around London's streets on billboards, newspapers and on the internet. Users had to identify the clue, take a cameraphone picture and send it to a shortcode. Their image recognitions software identified where the user was and instantly sent them another clue to continue their hunt for the diamond prize. 18-34 year old males who own PSP’s or are considering getting one. Their interests will be technology based i.e. iPods, mobile phones, computers, internet. Email response rates averaged a high performing 16.5% 65% of visitors to nickthediamond.com came from banners, SMS clues & word of mouth. Interactive press and outdoor delivered a 34.9% conversion from mobile to online media. WoM from SMS clues reached a staggering 3783% 10,000 'teddy bear' DM packs were sent out to early registrants on the site.

Agency: 20:20 London, United Kingdom.

Furby "Reserve your Furby"

Following the introduction of many electronic games into the competitive Spanish market during 2005, the aim was to re-launch Furby through a variety of mediums during the months preceding Christmas, to make it the most popular toy of the year.

Agency: Grupo Tumaco, Spain.

PSP "Killzone"

To promote the launch of Killzone for PSP, they created an eye-catching adshel. A red laser light moved over the adshel surface, just like a sniper's rifle laser target. When people got in the way of the laser, they became "victims", literally in the Killzone.

Agency: TBWA Whybin, Auckland.

Matchbox.

Agency: Ogilvy & Mather, South Africa.

PSP "Wallpaper"

Reinforce the new PSP (PlayStation Portable) cult status. Use wallpapers as a relation builder. The agency created real PSP wallpaper: 5 different designs in the red & white PSP colours, each one composed of elements referring to one of the 5 PSP applications. The wallpaper was distributed via the coolest shops in Amsterdam and Brussels. To spread the word, the same designs were used in an outdoor PSP campaign.

Agency: TBWA/Brussels, Belgium.

Playstation "Forbidden Siren"

Snap shot cameras were developed for the Games Convention and distributed by hostesses. From the outside the camera was only branded with the Playstation logo, but the film inside the camera made this promotion an “action to remember”. On every picture taken, ghosts and frightning faces appeared on the pre-exposed film. The last picture revealed the mystery with the line: “The horror is closer than you think”.

Agency: TBWA, Germany.

Hot Weels "Stickers"

These stickers were given away with the Hot Wheels cars. Parents later stuck them on their own cars.

Agency: Ogilvy & Mather, India.

Sony “24 the game”

The '24' TV series, starring Keifer Sutherland is the biggest show in Fox's history. Adrenaline, intrigue, and plot twists make it compelling viewing. They needed to launch the computer game spin-off, '24: The Game' by staying true to the Show's values. However, the game goes one step further, allowing YOU to take on the role of a Counter Terrorist Agent. They needed a marketing strategy that placed YOU at the centre and gave lots of reasons to believe YOU were on a secret mission. A truly integrated plotline (email, SMS, personalised internet films and DM) where Jack Bauer requests YOUR help in finding clues to locate Kim Bauer, Jack's kidnapped daughter. They created multiple touchpoints which placed you in the action and only through your efforts, did you progress to the next stage of the campaign. Genuine consumer interaction and 24-style problem-solving resulted in a personalised mission with a hidden reward when you completed the campaign mission - a free playable demo of the game.

Agency: 20:20 London, United Kingdom.