Bennett Holidays "The Russian Doll envelope"

Bennett Holidays wanted to sell more tours to St. Petersburg in Russia. Their offices are located mainly in small towns, and they wanted "a cost efficient, easy to handle direct mail campaign". The offer was placed inside a small envelope, wich was placed in a larger envelope, wich was placed in a larger envelope... When the receiver finally reached the offer, he would think of the magic Russian dolls, and Bennet Holidays had created a truly "Russian experience" by just using a few envelopes and a stamp. 20% of the target group who received these letters, have booked a tour to St. Petersburg.

Agency: SMFB Oslo, Norway.

When will the Middle Ages be over?

Torture excesses in US military prisons and considerations on legalising torture. Reasons enough to launch a campaign against his medieval form of force. Real images from Abu Ghraib and Guantanamo Bay were illustrated in the style of medieval engravings. These pages were displayed in torture museums. It was clear to visitors - surrounded by cruel torture equipment - that torture is no relic of the past. It is real and going on before our eyes. Visits to the Amnesty International homepage rose by 20%. the downloadable "Stop torture" PDF brochure was downloaded three times more often than before. Applications to join the local Amnesty International groups doubled.

Agency: Ogilvy Frankfurt, Germany.

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.

Das Taxi "Anytime, Anywhere"

Das Taxi has established itself amongst Hamburg's taxi cab operators as the "Autonomous Way Ahead" The simple product statement, "Anytime, Anywhere" should be communicated towards local public transport passengers to create direct contact with potential customers. Das taxi attracts attention whit its own interpretation of all public transport insignia: Next to the official route information hangs a special route map. Every street in hamburg can be found on it. To highlight the billboard's launch, Das Taxi distributed the timetable 06/07 to waiting passengers. Times, accurate to the minute, services and booking options are shown for every street in postcode region 20. An online journey planner enables users to specify the start and end of their journey in great detail. Local newspapers reported that passengers were confused by the "new" route map and the 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. After a few weeks, Hamburg's passenger transport authority banned the billboards from their stations. Bronze Eurobest Winner 2007.

Agency: Nordpol+Hamburg, Germany.

Condooms.com "Lawyer letter"

Promote www.condooms.com to young people, increasing site traffic and sales. A personalized letter sent by a fictitious law firm, identifying the recipient as the father of a child and inviting him to a hearing which will determine his financial obligations. Tagline on the backside of the letter: "Condooms.com, use it or get use to it". Online traffic increased by 77% within 1 week after the letters had been sent and 2600 individual online orders were placed. 2x Bronze Eurobest Winner 2007.

Agency: Happiness Brussels, Belgium.

Secret "Secretjewel"

To create an activation program wich is able to undust the Secret brand and activate both the young and fashion-oriented target audience and the sales partners. To set a suprising new trend, a fashion craze: the armpit jewel. This shiny crystal tattoo is the first jewel ever that is worn under yor arm. It represents excellent underarm wetness protection which only Secret deodorants can give you. The value of the PR generated media coverage is 5x more than the total campaign investment. Unexpected demand for the secretjewel on the website. Free promotional sapce at DM drugstores and Coara hypermarkets. On-pack promotion generated 223% sales increase. Bronze Eurobest Winner 2007.

Agency: Leo Burnett Budapest, Hungary.

Berlitz "Incomprehensible danger signs"

Demonstrate the essantial advantages of understanding a foreign language. They set up danger signs throughout the city. But their meaning was not understandable just by the icons. Therefore the knowledge of a foreign language was necessary. people were requested to send a photo of the warning sign per MMS to Berlitz. Immediately they received the translation together with a list of language courses that could be booked directly with the mobile phone as well. Never before danger signs were noticed and photographed with such attention. traffic on the Berlitz homepage increased by 3% during the period of the camapign, booking of language courses even by 8%. Bronze Eurobest Winner 2007.

Agency: DDB Germany, Berlin.

The Fakesounds Live Promotion.

Convince Volkswagen drivers of using Volkswagen Genuine Parts in order to win them as Volkswagen Service clients. They prepared Volkswagen vehicles with queer sounding driving noises and sent them on tour through big city centers. Passers-by got irritated by these abnormal Volkswagen driving noises but found the answer right on the promotion car. Also they got invited to win a free inspection at their local Volkswagen Service Station by calling a hotline. Throughout the one month term of the promotion the hotline registered not less than 16,000 addresses of potentional new Volkswagen Service clients. Their campaign increased sales volume approx. 15%. Bronze Eurobest Winner 2007.

Agency: DDB Germany, Berlin.

Mercator Insurances "The life size burglar"

Mercator insurances wanted to boost the sale of their Home Select insurances. An insurance that covers burglary. They made people aware that, alarm system or not, their homes are more vulnerable to burglary then they might think. They send the target group an envelope with a folded life size burglar with the message: It's that easy to get in your home. Underneath there's a cal to action: How well are you insured against burglary? As your broker for more info. 41% percent of the receivers visited our site after receiving this mailing. Sales of the Home Select insurance increased with 72% in the month after this mailing. Bronze Eurobest Winner 2007.

Agency: Duvall Guillaume Antwerp, Belgium.

Vedior "Test Box"

Whatever the disease that strikes, Vedior always reacts quickly on your needs. This message vedior - a temporary labour services company - wanted to communicate to HR managers. Vedior sent a "Test Box", offering HR Managers the opportunity to test the Vedior service. it contained 5 labo tubes, each filled with bacteria. Message: "Just test us. Infect your employess. And see how fast Vedior sends the perfect replacement". HR Managers adored the idea. 43% of them - all working in companies of +100 employees, Vedior's most important target group - made an appointment. The idea had an important impact on the brand image of Vedior. It proved the confidence of the company: "Just test us. You will see: we send you the right temporary worker, Whatever the disease, whenever it happens". Bronze Eurobest Winner 2007.

Agency: I DO Brussels, Belgium.

NABU "Earth Memory"

NABU - Germany's largest association for protection of nature and the enviroment - wanted to alert opinion leaders, journalists and editors to the multi-faceted threats confronting earth as a result of the climate change, and to solicit this target group to suscribe to the NABU press newsletters. But in a more attention-getting manner than conventional mailings or informational brochures. In a simple and direct way, "Earth Memory" shows all the things that are changing on planet earth. The memory game's pairs concist of before- and -after photos showing glaciers past and present, lakes that have vanished, mountain peaks that have long ceased to be snow-capped. In this way, the term "Earth Memory" takes on an all-new dimension and one can deal with the subject of climate change without sensing the wagging of an admonishing finger. The mailing far surpassed expectations. 35% of recipients subscribed to the NABU newsletter. Bronze Eurobest Winner 2007.

Agency: Y&R Frankfurt am Main, Germany.

Meir Panim "SMS for Lunch"

‘Meals for Children’, a part of MEIR PANIM charity organization, delivers hot lunches to 10,000 needy children, daily. The brief was to carry their message to broader audience, encourage people to an immediate action and cover the cost of at least one meal. A boy is seen facing an empty plate (real videao), looking like waiting for something to happen. The banner invites you to donate, trough SMS. The moment the system receives your SMS-the banner changes immediately: the platef ills and the boy smiles. Watching it change before your eyes, realizing your SMS has actually done it, made the difference. providing an immediate reward, plus imitating a web game feel, contributed to the motivation to act and to success of the campaign. Bronze Eurobest Winner 2007.

Agency: Shimoni Finkelstein DraftFCB, Israël.

SIDE "Happy those who cannot sleep"

A promotion in the design hotel "SIDE" for the hotel bar. Aim: Bring "fusion bar" into the hotel quests minds. But in a very polite and unobtrusive way. Solution: Doing advertising nearly without doing advertising. A special wall colour mix with phosphor was added to the room walls with a template. The result: As long as the room is enlightned there is nothin to see. As soon as the light is switched off, the ad becomes visible: glowing text on the wall. A sales volume increase of 34,7% And: The idea emphasised the modern image of the hotel. Silver Eurobest Winner 2007.

Agency: Serviceplan Hamburg, Germany.

Das Taxi "Anytime, Anywhere"

DAS TAXI has established itself amongst Hamburg's taxi cab operators as the "Autonomous Way Ahead" The simple product statement, "Anytime, Anywhere" should be communicated towards local public transport passengers to create direct contact with potential customers. DAS TAXI attracts attention whit its own interpretation of all public transport insignia: Next to the official route information hangs a special route map. Every street in hamburg can be found on it. To highlight the billboard's launch, DAS TAXI distributed the timetable 06/07 to waiting passengers. Times, accurate to the minute, services and booking options are shown for every street in postcode region 20. An online journey planner enables users to specify the start and end of their journey in great detail. Local newspapers reported that passengers were confused by the "new" route map and the 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. After a few weeks, Hamburg's passenger transport authority banned the billboards from their stations. Silver Eurobest Winner 2007.

Agency: Nordpol+Hamburg, Germany.

Antral "Taxi Sign"

Antral is an association that represents most taxi companies in the country. Increase the demand for usage of taxis at night. Reach people that go out at night and drink at the exact place and time where they can decide to take a taxi instead of drunk-driving their cars back home. Yellow prisms were held out (with a magnet) to cars parked on streets of the major night spot in the city, making car rows look like a taxi park. On the back was written "If you've been drinking don't risk it. Call 7070 308 294" In the first night Antral registered an unexpected increase of almost 50% in their incoming calls between 0h00 and 4h00 am. In the following day the event was all over the news, and that all also gave Antral a leverage to negotiate with the Government regarding the use of public transportation. This initiative is now planned to expand to other cities in the country with the Government support. Silver Eurobest Winner 2007.

Agency: DraftFCB Lisbon, Portugal.

Pattex "3D vase"

Pattex glues everything. Domonstrate this in the most spectacular way. They placed the pieces of an oversized broken vase in a specific way. Only from one certain point of view could the vase be seen as one whole piece. Here they requested the observer to take a photo of the perfectly "glued" vase with his mobile phone and per MMS send it to Henkel. Every participant received a product sample and automatically took part in a raffle of 10 holiday trips to Greece. The installation was placed in many German cities at highly frequented places. The 25,000 Euro vase not only became talk of the town but also caused a lot of positive PR in the value of about 275,000 Euros. It was the most succesful Patex direct campaign of the year. Silver Eurobest Winner 2007.

Agency: DDB Germany, Dusseldorf.

FBTO Bokito Viewer.

On 18 may 2007 a gorilla named Bokito escaped from Rotterdam Zoo. During his escape the animal attacked a female visitor. The woman had visited Bokito four days a week and during her visits had she frequent eye contact with the animal. This presumably led to the attack, since gorillas do not like direct eye contact. Sufficient reason, then, for a preventive solution by health care insurer FBTO. In its communications, FBTO always offers simple solutions. As it did in the present context. The weeekend after the escape they distibuted more than 2000 so-called Bokito Viewers at the entrance to Rotterdam Zoo. Simple cardboard spectacles, all printed with an averted gaze on the outside, enabling visitors to look at apes and monkeys without Bokito ever having to feel threatened again. More than 125,000 Euro worth of national and international media attention on radio, television, various daily newspapers, online newschannels and home-made clips on YouTube. In addition, the Bokito Viewer produced around 26,000 Google hits at the time. Silver Eurobest Winner 2007.

Agency: DDB Amsterdam, The Netherlands.

Videorent "The 3-for-1 Campaign"

Promote Videorent's special offer "Rent three movies, pay one!" The 3-for-1 offer was presented by three orginal film titles from different genres and movies eras in a row. Reding the three titles one after another results in ONE very suprising film title that attracts attention. About 25% of the video store members took avantage of the special offer. Silver Eurobest Winner 2007.

Agency: Scholz & Friends Berlin, Germany.

Libresse Design Edition.

When was the last time anything exciting happened in sanitary protection...? (Apart from all those happy, giggling girls jumping around in international commercials) Their starting point was that sanitary protection shouls be something that woman should want to have in their handbag. They made the wraps around the sanitary towels the main media of their campaign with 84 different designs. +4,5% sales on a falling market. Over 100.000 visitors at the campaign site. Extremely positive consumer reactions. Silver Eurobest Winner 2007.

Agency: Trigger Momentum Gothenburg, Sweden.

Mailing "Slim, Slimmer, Dead"

Hundreds of thousands of woman suffer from anorexia. Many die as a result of this illness. And yet the fashion industry continues to insist on ever thinner models. This callousness was something the self-help internet forum "magersucht.de" wanted to bring to the attention of the public. A mailing sent to Karl Lagerfeld, Heidi Klum and other celebrities in the industry. The package was disquised as a sample designer belt "for inspection" wich dramatically demonstrates the deadly consequences of the fashion trends of the last yeards. A booklet explained the dangers of anorexia and invited the celebrities to partcipate in a debate on magersucht.de's online forum. On the one hand, the media reports in newspapers and the marketing trade press led to an increase of visitors to magersucht.de of 25% and the number of registered users in the forum by 15% wich exceeded expectations. On the other hand, celebrities and fashion editors reacted angrily and negatively (including Heidi Klum's manager) wich unfortunately confirmed expectations. Silver Eurobest Winner 2007.

Agency: Ogilvy Frankfurt, Germany.

Citymail "Does a log hut fit through a letter slot?"

CityMail is a new Danish postal service. They were looking for an event to proudly show their flexibility and their ability to mail anything and everything - as long as it could trough a letter slot. They rented an empty shop in central Copenhagen. Over a two-week period we mailed a Swedish log hut to the adress using CityMails own letter carriers. A craftsman located inside the shop received beams, nails, screws, paint and roof grass through the letter slot while building the log hut. A web cam documented the event, so everyone could follow the building process at CityMail's web site. The marketing campaign received a lot of attention in the danish, Swedish and Norwegian media. When the hut was completely finished, they had planned a big reception party at the shop, for potential and existing customers and CityMail employees. Silver Winner Eurobest 2007.

Agency: Hjaltelin, Stahl & CO, Denmark.

Radio Energy "Letters Of Application"

Radio Energy Zurich is a hit radio station for young people. It has daily over 220,000 listeners. With this open-minded audience Radio Energy is intresting for many companies and their advertising. the target was to communicate: Companies who place their radio spots on Radio Energy sell products better. The most popular pop stars applied personally with a letter to Acompanies for a job as salesperson. In a typically commercial way to apply, they recommended themeselves as a lingerie salesperson (Robbie Wiliams), bad salesperson (Madonna), insurance salesperson (50 Cent) or a car slaesman (Snoop Dogg). The exceptional application letters caught enormous attention. The telephones at Radio Energy ran hot after the dispatch: 54% more bookings for radio spots compared to the period of previous year. Many companies booked their radio spots for the first time on this radio station. 2x Silver Eurobest Winner 2007.

Agency: Ruf Lanz Zurich, Switzerland.

Recruiting Rare Web 2.0 Birds via Second Life.

They were urgently looking for 8 experienced online specialists. But how to find excellent job candidates in a booming online business world, where agencies use every trick in the book to lure the rare Web2.0 birds? They set up their entire recruitment campaign in Second Life. To attract media attention they claimed 2 firstevers: The first casting & photo session on Second Life. For the picture in their recruitment ad they selected 8 avatars and paid them in Linden dollars. The first 'real life' job interviews on a tropical beach in Second Life. All candidates received a T-shirt for their avatar. Their press release and YouTube movie were caught up by TV, radio, newspapers, magazines, blogs and online forums. They were even on the evening news of the biggest Belgian TV channel. They interviewed about 50 candidates in Second Life and received another 50 applications. In one month they found their 8 specialists. Silver Eurobest Winner 2007.

Agency: TEQUILA\Agency.com, Belgium.

Garagetv "Candid Radio"

Garagetv asked to do a radiocampaign to make people discover garagetv.be (a portal similar to youtube). They pushed it further and did some candid radio: they asked wellknown actors to do some radiocommercials. They didn't know that they were filmed. Then they send in some reptiles and a very bad technician. The films were put on garagetv. The radiocommercials announced this idea. From the moment the radiocommercials went sent on air, the traffic to the site got a gigantic boost. In just four days time, 150.000 people discovered garagetv.be. Silver Eurobest Winner 2007.

Agency: Mortierbrigade Brussels, Belgium.

Citymail "Does a log hut fit through a letter slot?"

CityMail is a new Danish postal service. They were looking for an event to proudly show their flexibility and their ability to mail anything and everything - as long as it could trough a letter slot. They rented an empty shop in central Copenhagen. Over a two-week period we mailed a Swedish log hut to the adress using CityMails own letter carriers. A craftsman located inside the shop received beams, nails, screws, paint and roof grass through the letter slot while building the log hut. A web cam documented the event, so everyone could follow the building process at CityMail's web site. The marketing campaign received a lot of attention in the danish, Swedish and Norwegian media. When the hut was completely finished, they had planned a big reception party at the shop, for potential and existing customers and CityMail employees. Grand Prix Winner Eurobest 2007.

Agency: Hjaltelin, Stahl & CO, Denmark.

Playground "The worlds coolest fitting room"

The brief was to convince people that Playground was the place to visit when they needed a new warm winter jacket. The problem was that Playground is located on a small unknown street while most competitors are bigger and is situated on high streets. They developed "The worlds coolest fitting room" through 10m3 of snow and 200 kilos of dry ice. The temperature in the fitting room was -25 Celsius. The event was marketed through one ad in a daily paper and posters outside the store. Pictures of the fitting room were taken by the web cam and spread on the internet. The rumour was spread by word-of-mouth and through both radio and newspapers. It was relevant as people in Stockholm as this time of year (november) need to try very warm jacket to survive the long cold winter. The problem is that the temperature in the sores where you can find these warm jackets is higher than at home. The client Playground is owned by outdoor people. Guess if the liked to place loads of snow and ice into they're own store? They love it! The goals was to draw 100% more people into the Playground compared to an ordinary weekend. The results was close to 400% more customers and Playground sold more than 100% more jackets compared to the goal. Gold Eurobest Winner 2007.

Agency: Äkestam Holst, Sweden.

Onsala "Now ready-sliced"

After more than 50 years on the market, Onsala is the best known brand of sandwich sausage in Sweden. Trough the years, the package and logo design have been more or less the same, making it easily recognizable on the supermarkets shelves. Now, the Onsala-sausage has been inproved. It comes ready-sliced, and in a special, new package. No more need for sharp knives - even the childeren can make their own sandwiches, without the risk of losing a finger or two. The new sausage is exactly the same as the old one. The only difference is that it now is available as ready-sliced. Since the specific design of the Onsala-Sausage is so well known, they show the famous old package in the advertising- instead of the new. The only difference is that the billboards, posters, ads, trolleys, buses ect showing the old sausage, is sliced. During the weeks of the campaign, the "sliced" advertising became the talk of the town. The ads fluttered in the wind on billboards, buses, subways and shopping-trolleys, and were frequently mentioned in press articles and on radio-shows. The sales for the ready-sliced sausage was 140% higher than projected. Gold Eurobest Winner 2007.

Agency: Goss Gothenburg, Sweden.

Volkswagen "Schlammer's Quest"

Establish Volkwagen’s image in Germany as "the people’s car“ in order to boost sales of the Golf. A story of epic dimensions, starring "the people’s man“: Horst Schlämmer – a popular character, played by a famous Comedian – goes for his driving licence. They used the internet to make the adventure come alive and accessible to everyone: our central platform was an elaborate video-blog, accompanied by podcasts, distribution through video-sharing-websites like youtube, extensive PR and media-coverage and a documentary website. - 4,270,000 page-impressions, - 4,730,000 video-downloads - after only two months - 90,000 qualified contacts - conversion rate of 12% - iTunes Podcast-charts: number one; blogscout-charts: number two - top issue in many blogs and online magazines - positive change of perception of the blogossphere concerning branded entertainment - high level of interactivity and identification with the story proved by numerous comments in the blog. 2x Gold Eurobest Winner 2007.

Agency: Tribal DDB, Germany.

Nabucco "The Singing Bus Stops"

In 2007, two German cities (Hamburg March 2- 4, and Mannheim April 27-29) show Nabucco by Giuseppe Verdi as a monumental opera in sports stadiums. The opera is famous for the song “The Prisoner´s Chorus”. The producer needed to sell a minimum of 17,000 tickets in Hamburg alone. But three months prior to the shows and after two periods of conventional advertising only 5,500 people wanted to see the opera. In line with an integrated campaign, they produced the “Bus Stop Announcements” to the tune of “The Prisoner´s Chorus” which we aired on Hamburg city-line buses. The names of the single bus stops were sung by a professional tenor. Additionally, the passengers got more information via the monitors and advertising spaces on the bus. Within the first two weeks of communication, ticket sales trippled. Finally, all three Hamburg shows were sold out. Gold Eurobest Winner 2007.

Agency: TBWA\Germany, Berlin.

Artesanos Camiseros "Any Shape"

Artesanos Camiseros tailors shirts for people with problematic body shapes. Their challenge was to gain attention and encourage potential customers to visit the store and have a first shirt made. We identified human-shaped objects in public places near major financial institutions (UBS, Credit Suisse) and challenged our client to make shirts for them. They then staged fitting sessions and attached removable tags that doubled as 10% discount coupons. The campaign resulted in a marked increase in foot traffic and sales. They also plan on staging these events every season. Gold Eurobest Winner 2007.

Agency: DraftFCB/Lowe Group, Switzerland.

Renault "The Clio Banner Rallye"

With almost 200 hp, the Clio Renault Sport is Renault's turbocharged model. In order to position the Clio in an overall more sporting context, advertising is focused on the Clio RS. The objective: to communicate the dynamism of the Clio RS on the Internet for direct interaction with the target group. Users chase after the Clio motion blurs and race from banner to banner. The virtual course leads through several European cities. Each player's time is stopped precisely to a hundredth of a second. The high-score ranking at clio.de ultimately shows who's the fastest. After registering, users could challenge their friends to another race through Europe. 11,412 starts of a banner race in just five days. The checkpoints were clicked 20,601 times. 1,200,000 ad impressions in less than one week. 68,000 people in total visited clio.de. Gold Eurobest Winner 2007.

Agency: Nordpol+Hamburg, Germany.