Grand Prix Lions Direct “Lopetegui Deposit”

The conventional finance advertising is showing signs of exhaustion and it is more and more difficult to impact the consumer effectively. The conclusion of a market analysis of the finance deposits is that there is a great and diverse offer, so it is necessary not only to present a new and best product, but also to present it as such. From there the objectives were: - Launch a renovated and modernized image of Banco Gallego - Acquire new clients/funds through an investment product. During a Soccer World-Cup program, live, Julen Lopetegui (Barcelona ex-goalkeeper) fainted. The video of the faint circulated extraordinarily on Youtube, but nobody knew what really happened. Some months later, Banco Gallego reveals the answer with the campaign “Why Lopetegui fainted” and gives his name to its latest product: Lopetegui Deposit After the real images of the faint, they filmed a new one showing that a sign was raised before him with the claim: “Deposit with up to 10%” We used: - video of the faint - continuation commercial - internet - mailings - radio, print - F2F and events.

Agency: SHACKLETON Madrid, Spain.

Direct Agency of the year.

This award is given to the agency in one country that obtains the highest score for entries in the Direct Lions section, irrespective of whether these have been entered by the agency or another party.

1. SHACKLETON, Madrid.
2. NORDPOL+, Hamburg.
3. TBWA\GERMANY, Berlin.

Inspiration.

Tim Noble and Sue Webster are an artistic duo whose projects use household and other types rubbish onto which a light is projected, creating different shadows from their own self-portraits, amongst others.

Koo "Donation can"

The campaign was created to raise awareness for KOO's donation to 'Unite Against Hunger', a charity that helps to feed underprivileged South Africans.

Agency: FCB, South Africa.

Yogen Fruz "Discount"

Reductions all round. Yogen Fruz Low Fat Froze Yoghurt.

Agency: Contract, Thailand.

Apple video iPod "Movies in your Pocket"

To promote the movie function of the iPod, cinemas were activated by miniaturizing the movie going experience. This movie trailer played at a fraction of its normal size. The campaign idea was: "Movies in your pocket".

Agency: Net#Work BBDO, South Africa.

A.L.C. Computer Support.

Paste the stickers below the mouse in Santiago cyber cafes. These stickers won't let the mouse's work so the user's instinct will make them check the back of the mouse to see what happened. Then they will find the message, "Study computers support" and the logo and the web address.

Agency: Lost Quiltros Santiago, Chile.

Inspiration.

Projects by the German artist Alex Fischer.The tree-sculptures are an ancient typewriter-system on living and dead trees which are used for propaganda and headlines. The results are multiple unique printings which are splitting, compressing and remixing the language and leading to another perspective on monitoring our environment and desire for freedom and autonomy. The original / master can be used as freeware by anybody for any reproduction as long as the trees keep living.

Alex Fischer

Ford Bantam.

In South Africa, traders and small business owners typically place home-made posters on road signs and street-polos to advertise their businesses. the ford bantam half ton pick-up is a suitable vehicle for these services. It was a natural fit to advertise the new Bantam using the same style of ambient media, directly and empathetically reaching our target market.

Agency: JWT, South Africa.

Adsoftheworld

Blood Donation "Hourglass"

The whole of China is in lack of blood donation at present. In Shanghai, blood is needed every 90 seconds, however, the resource of blood is always in shortage. Hence, the challenge from the Blood Center was to increase the awareness about the urgency of blood donation and to get the public to be more active. And Christmas is a season of " giving ", so the Blood Center hopes we could design a Christmas gift to give out to white collars in companies to recruit more donators. To raise awareness of the urgency of blood donation, they created an hourglass with red-colored sand in it, which represents the blood. And they printed the profile of a man and the Red Cross on each side of the timer. So when you turn the hourglass up side down from time to time, you can easily find out the relationship between "you" and "the Red Cross", anytime one of them is running short of blood, the other side can help instantly.

Agency: TBWA Shanghai, China.

Chupa Chups.

Guerilla campaign idea in order to communicate the new lolipop citric flavour from Chupa Chups.

Agency: Unknown.

Rodney District Council "Flash Before Your Eyes"

Billboards were placed close enough from each other, so that when a car was traveling past them at 100km/h, the effect would result in a flash of images, with the final billboards spaced further apart to reveal the road safety message.

Agency: Saatchi & Saatchi, New Zealand.

Mackenzie School's Pencil.

Mackenzie School wanted to do something on Education Day, April 28, in order to raise the awareness of students and parents to the illiteracy problem in brazil. Pencils with the word "illiteracy" printed on them were distributed at the school's entrance. As the pencil was used, the word disappeared. A second phrase compelted the message" Only education can put an end to it".

Agency: Publicis São Paulo, Brazil.

UN Refugee "Ransacked"

Many people in "first world" countries don't know what it means to be a refugee. To help them understand, the UN Refugee Agency distributed mock eviction notices to residents in upscale neighborhoods.

Bodycopy: Please be advised your home will be ransacked, doused in gasoline and torched to the ground as of 9pm tonight.
Any resistance will be met with torture and/or lethal force. But don’t feel bad. You’re not the only one. You see, this has already happened to millions of people. The only reason you didn’t notice is because none of them are living in your neighborhood. So don’t be alarmed, this isn’t a real eviction notice but at least now you have some sense of what it feels to be a refugee. These are people just like you that are forced to flee their homes in fear of persecution or death for no other reason than their personal beliefs. Right now, there are more than 20 million refugees worldwide struggling for survival. That’s why the United Nations Refugee Agency is asking for your support. Your donation will go directly towards providing basic needs like shelter, fresh water and health care. Please give by going to www.unhcr.ca

Agency: BBDO Toronto, Canada.

The Crescent Theatre "Script"

A nice and very simple mailing. They sent a mailing in the form of a one-page theatre script, with a teaser on the envelope to set the scene.

Agency: Rees Bradley Hepburn, United Kingdom.

Manchester Orthodontic Centre.

A set of walking chattering teeth were sent out to patients of an Orthodontic Centre to tell them that the centre was moving.

Agency: BJL Manchester, United Kingdom.

Chevrolet "Scratch-and-win" Car.

In Great Britain this new Chevy Captiva was coated with that silvery scatch card material with thousands of scratch-and-win panels beneath. People were invited to use one of the many pennies on the ground to try and reveal the You Win! square. The person who found it, won the car.

Agency: Unknown.

Advertising for peanuts

Prince Edward Island Lung Association.

Occasional matches for your occasional cigarettes. It doesn't matter what you call it, it's still smoking. Campaign directed at occasional smokers under the age of 25.

Agency: Extreme Group Halifax, Canada.

BRAUN "Too pretty to hide"

To generate awareness for BRAUN Silk-epil Epilators (which give a women silky smooth legs for 4 weeks), helium balloons were tied to a model's skirt, leaving only her legs exposed as she walked around a mall. While the branding seems a bit hard to see (on the balloons), Traffic to the store increased around 25%.

Agency: BBDO Duesseldorf.

Advanced Protein Powder "Coupon"

Back Cover Ad: In order to redeem the coupon for a free sample of Pro Complex (an advanced Protein Powder), bodybuilders, as a test of strength, had to rip the entire magazine in half (as opposed to cutting it out with scissors) and mail the spine in to Optimum Nutrition.

Agency: DraftFCB Chicago, USA.

ONG Médicos Solidários.

Help to save lives by making a donation for the 'Solidarity Doctors'.

Agency: Publicis, Brasil.

Fares "Smoke your cigarette outside"

"By taking your cigarette out the door, you'll save lives. Maybe not your (altough fresh air has never harmed anyone) but the life of your partner. Or your childrens's. Every year, 2000 people die of second-hand smoke in Belgium alone. Many of them have not reached adulthood. it's sad, but true, the majority of passive smoking viticms are childeren. Pneumonia, cancer or other respiratory illnesses hit the weaker ones first. Think about it when you're doubt of taking your smoke outside. The lungs of your loved ones deserve better."

Agency: LG&F Brussels, Belgium.

Nedbank "Make Things Happen"

In line with Nedbank's "Make Things Happen" strategy, they sent these books to prospective and existing Nedbank clients. Each book was personalised with the recipients name and read "A novel by" on the cover. When they opened it, on the first page it read "Everyone has a novel in them. Start yours." The rest of the book was of course blank.

Agency: Net#Work BBDO, South Africa.

Inspiration.

KNOW HOPE is an artist from Tel-Aviv who creates handmade drawings out of paper and then lights them up with candles.

Gulf Bank "Rocky Balboa is back!"

Red, a savings account from Gulf Bank, is for university students. A challenger brand promising to fulfill aspirations, whatever they be. the challenge was to get gloser to the youth using positive attitude movies like Rocky Balboa, and create an interaction between the brand and potential users. Rocky bop bags were placed in cinemas and malls to highlight Rocky's (and Red's) never-say-die attitude. No matter how hard you try, you just can't keep him down. During the same period, over 2,500 sales leads were gathered, with a 35% conversion rate. And the movie was sold out.

Agency: Impact & Echo BBDO, Kuwait.

Adblog Arabia

Y&R "Y&R NJF Radio"

The Dutch advertising agency Y&R Not Just Film started today an internet based radiostation. The station, Y&R NJF Radio, airs only music used in commercials for the Dutch market. Songs used for Dutch and international brands. Who doesn’t know which brand made the song from the Dandy Warhols into a hit? The Sound of Advertising, as the station is sub-titled, uses a cliche commercial format with nonsense DJ-talk, jingles and over-the-top commercials for the agency. Y&RNJF Radio is the first station worldwide airing a niche-format with advertising music only. The station can be received via the website(www.yrnotjustfilm.nl) or directly put into your iTunes via Shoutcast (www.shoutcast.com, Y&RNJF, tune in).

Agency: Y&R Not Just Film, The Netherlands.

Nedbank "Redefining what outdoor can do for a community"

The world's first solar powered billboard, from a bank committed to making a real difference, was designed to harness and convert the energy of the African sun into a muchneeded necessity: electricity. It currently powers the kitchens of a township, Primary School and in time will completely generate the school's power needs. Imagine if every billboard in Africa could make a difference like this?

Agency: Net#Work BBDO, South Africa.

International Charity Organization “Poglyad”

To make people realize a terrible thing what is garbage for them might be food foor someone else. Posters with faces of a homeless people where pasted on usual garbage containers in a special manner. When you are putting a bag full of garbage in the container, you are actually feeding a homeless person with your garbage. Within 12 days since the campaign started, the number of donations increased by 500%. 312 calls were received about alternative ways to make a donation.

Agency: Mex, Ukraine.

The One Account "Street Signs"

They created a campaign for The One Account that cut through the clutter of competitor communications, and made prospects feel comfortable in choosing a mortgage provider. Combining digital print technology with intelligent data tagging, They created personalized street signs for every prospect, ensuring maximum impact on the doormat.

Agency: TEQUILA\London, United Kingdom.

Homeplan "No House Wine"

Homeplan is a Dutch Foundation involved in small scale housing projects in Mexico & South Africa. Working with local organisations, their aim is to provide a house, a home and a future to those with no income. With no budget Homeplan introduced the new fundraising concept whereby proceeds from wine sales build homes. The free publicity generated distribution of the wine in 125 restaurant and retail outlets and over 20,000 "No House" wine bottles were sold during the campaign. The department store Bijenkorf agreed to market the bottles from 2006.

Agency: Great, The Netherlands.

Inspiration.

Paper shredder hamster cage, done by artist Tom Ballhatchet.

Tom Ballhatchet

Kleenex "Flushable fresh wipes"

Promote the fact that Kleenex flushable fresh wipes conviently give you the confidence of home hygiene and freshness when you're away from home. A range of bathrooms wich look and feel "just like home" were created in the public toilets of major sports stadiums and shopping centres. Sample packs were placed on the back of the doors for trail, with the line, "feel more at home wherever you go."

Agency: JWT Sydney, Australia.

Inspiration.

Project from the designer James McAdam, the sentence "Good Morning Sweetheart" embroidered to a pillow is pressed onto the cheek.

James McAdam

Dreamland Aquapark "Wet Floor"

Enjoy: Wet Floor, was used as a simple divice to communicate the fun experienced at Dreamland Aquapark. Whereever you see water or even a wet floor, it reminds you of Dreamland Aquapark. These signs were placed in public places like malls, resedential buildings, hotel apartments and tourist destinations.

Agency: Grey Worldwide Dubai, UAE.

NSPCC "Pencil"

A simple internal mailing to WWAV Rapp Collins London employees to encourage them to donate to NSPCC through the payroll. A plain white envelope carries the instruction, 'Try breaking this envelope in half'. Inside, a (now broken) pencil is attached to the letter, which states, 'That's how easy it is to break a child's arm'.

Agency: WWAV Rapp Collins London, United Kingdom.

88.2 FM "Give me five"

The Push signs on metro station doors were replaced with "give me five" signs to promote the Generations 88.2 FM hip hop radio station.

Agency: JWT Paris, France.

Interpolis "Burnt mailing"

Interpolis insurance company depends on agents for selling Compact Business Policy. The business insurance market is difficult to penetrate. Insurance is a low-involvement item. Switching considered bothersome. Aim (agent mailing): bring in participants fot mailing to prospects. Aim (prospect mailing): Consultative talks. Central to their DM approach is damage actually suffered. damages must not only be visible but also tangible. Agents therefore received penetrating fire damage reports. Agents mailings to prospects were partially burnt.

Agency: Proximity, The Netherlands.

DDB "Chopsticks"

Great strenght lies in numbers. With unity comes the belief that noting can easily break us. The objective of this Chinese New Year card is to exemplify the sense of unity that is shared, both within the agency and with their clients. And what greater way is there to celebrate this unity than the sharing of a meal, hence a greeting that goes from sticks to chopsticks.

Agency: DDB International Kuala Lumpur, Malaysia.

Wedding Invite.

Simply removing the dot from the word ‘claire’ reveals the word ‘dave’ proving that they really were meant to be together. The word ‘dave’ was printed in metallic blue on uncoated white stock and covered by a translucent stock which carried the dot of the ‘i’ and the wedding details on the reverse. The two sheets were then stitched together with white cotton.

Designer: Chris MacLean.