The British Council "Meet your hero"

To Increase the awareness and also the number and quality of submissions for The British Council of Australia's "Realise Your Dream" scholarship programme. This is an annual competition that rewards six artistic young Australians with a trip to the UK and a mentorship with the creative guru of their choice. They produced an integrated campaign based around the thought, 'Determined to meet your hero?' For young Australians simply getting to meet, let alone work with one of Britain's creative leaders (like Stella McCartney or Damien Hirst) is potentially a life changing opportunity and a prize their target would do anything to win. They dramatised this passion by showing the extreme, possibly psychotic lengths some people will go to, to meet their hero. And, in turn, highlight how you do much better entering the British Council's Realise Your Dream programme. In 2007 The British Council campaign reached over 2,000 000 people across Australia. They received more submissions than ever. Over 20,204 unique visitors to the website became 875 officially registered entrants (up 12% on 2006). Perhaps more importantly, this year's entries were of a far higher quality than previous years. The 6 lucky winners ranging from a rap artist to an indigenous art curator are already living and working in Britain. 2x Bronze Direct Lions Winner.

Agency: M&C Saatchi Sydney, Australia.

ESPN "Eyeballs"

ESPN's up-close camera coverage and commentary attracts the highest number of TV sports-viewers in Asia. Their brief was to create a Direct campaign that informed media-buyers of this. They re-designed actual sports-balls to look like "HUMAN EYEBALLS"!; a basketball, football and baseball. Each ball had a message on the back which read "ESPN. You can't get closer". They were sent with a letter (detailing the up-close camera coverage and ratings), inside a box titled with the name of the ball. This DM exercise resulted in achieving extremely positive reactions from the targeted media community and the awareness for the key statistics showed a very positive increase. It facilitated in creating a very favourable environment for the subsequent sales process.

Agency: Saatchi & Saatchi, Singapore.

Bosch Lawn & Garden "Lawnmower Calendar"

To get selected dealers and distributors excited about the new, special high-performance, battery-operated Bosch Rotak 43 LI lawn mower - with the help of an exceptional calendar. Every page in the calendar is cut in a special way to initially create the individual impression of a wild and untended lawn. The recipient becomes part of the action and tears off a calendar page every day. By doing this, he is actually continuing to 'mow' day by day and so, bit by bit, he has a perfectly cut lawn in front of him at the end of the year. It's an authentic and unique mowing experience, because the width of the calendar corresponds exactly to the width of the lawn mower. Thanks to its surprising idea, the calendar quickly became a coveted collector's item. Since its publication in the middle of December 2007, the battery-operated Bosch lawn mower has been a topic of conversation within the national German dealer network. Bronze Direct Lions Winner.

Agency: Jung von Matt Hamburg, Germany.

Toyota Hilux "Motion"

Take Toyota Hilux's brand promise "Unbreakable" to a new generation of consumers. Encourage these consumers to visit the showroom and/or arrange a test drive. Develop a screensaver, using the motion sensor built into the latest generation of laptops, to deliver a truly interactive experience and demonstrate the "unbreakability" of the 2008 Hilux. Distribute this to a database of potential Hilux buyers, and encourage them to forward it onto their friends. This allowed users to click through and arrange a test drive at their local dealership. Marked increase (above 60% in some areas) in Hilux enquiries reported by dealerships. Corresponding increase in actual test drives. Informal dealer feedback described the campaign as "compelling", "entertaining", "very engaging" and "really helps to reinforce that a Hilux is unbreakable". Bronze Direct Lions Winner.

Agency: Saatchi & Saatchi Auckland, New Zealand.

Direct Agency of the year.

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. JWT INDIA, Mumbai
3. SAATCHI & SAATCHI, Auckland

NTT Resonant "Social media save the earth"

The aim is to get members of "goo home", a social media, in the launch of a new service. "mixi" is the biggest and most overwhelming social networking service in Japan. People seek social media for the quantity of members, because the value of social media lies in "connecting with others". So, it is very hard for followers to attract many members in this market. They needed to give the social media a brand-new value. The new value they created is "the social media where people can improve the environment by connecting to others". According to studies, corals have effect on CO2 absorption. For every 30 new members for "goo home", one real coral will be planted in Okinawa's sea. Each planted coral will be pictured with a card printing 30 members' registered nicknames. Members can view the picture of "their coral" on "goo home". Thus, environmental action is now a direct motivation to join social media, instead of just expanding networks. Recently, consideration of the environment has risen in the Japanese. And social media have the power to improve the environment by connecting with others. So, they changed the reason for joining social media from just expanding networks to participating in environmental action. "goo home" acquired 51,360 members in just 3.5 months. This communication got publicities worth over $1,420,000. 1,712 pieces of coral have been planted in the Okinawa's sea to date, and they are contributing to the decline in CO2. As this project goes on, the planted coral will lay eggs in 2 years and will multiply naturally. Silver Promo Lions Winner.

Agency: Hakuhodo Kettle Tokyo, Japan.

ASICS Europe "Triathlon"

In 2007, the Triathlon World Championships were held for the first time in Germany. ASICS was one of the event's main sponsors. The sponsoring activities should stand out among the flood of typical sponsoring activities and go far beyond perimeter advertising. ASICS doesn't yet manufacture swimsuits or bicycles. Therefore, emphasis is to be placed on highlighting the company's core competence; running. Triathlon consists of three types of sports, but in the end, it all comes down to who has the leading edge in the last discipline; running. For this reason, ASICS sent three support runners into the race. Swimming: ASICS sends three runners in inflatable running globes onto the Alster lake. Cycling: The bicycles feature running shoes instead of tyres. Running: The core competence of ASICS. In the end it's about running. ASICS is the number one brand in the functional running shoe segment. The promotion's core message transports a simple, but relevant message: in the end, it's about running. This message demonstrates ASICS' core competence in a strinking manner and highlights the final competition of the Triathlon World Championships. After an overtake manoeuvre in the home stretch that would be difficult to top in terms of excitement, the ASICS athlete Daniel Unger sensationally secured the World Championship title in his home country. And in the other positions on the winner's podium: nothing but ASICS sports shoes. Hours later, three support runners cross the finish line, far behind and completely exhausted. Silver Promo Lions Winner.

Agency: Nordpol + Hamburg, Germany.

Migros Underwear "Singles"

For the past two years Migros Mode has been advertising its fashions using people like you and me. Migros Mode's fashions purposely feature models that aren't models at all. Heidi Miller, not Heidi Klum. Kate Moser instead of Kate Moss. Ordinary people, in other words, with ordinary jobs. Migros finds it hard positioning itself as a provider of cool fashion amongst young people, who tend to favour well-known brands. Moreover, grabbing the youth market's attention demands out-of-the-box thinking. To bring Migros underwear to the attention of young people, in spring 2007 they created a platform for unattached singles by advertising for people who were seeking a partner. The successful candidates were featured in TV commercials and media ads wearing Migros underwear. Every ad carried that particular 'model's' email address (e.g. sara@migrosmodels.ch) and the campaign website address www.migrosmodels.ch. The website gave details of the underwear featured and a short profile of each of the unattached singles, allowing the public to get in touch with them. The fashion sector is experiencing mounting competition, with a glut of stores offering fashions, branded or otherwise, at cut-throat prices. Moreover, Migros traditionally suffers from an un-hip image amongst young people. Migros was therefore looking for a novel way of capturing their imagination. The campaign's effect was amplified by large numbers of media keen to cover the campaign story. Suddenly Migros stopped being a boring, old-fashioned outlet. More than 700 unattached single people responded to the casting call, and over one hundred thousand messages were forwarded to the Migros 'models'. There was lively public interest in the campaign: hundreds of national and international media covered the story, with the effect that the Migros underwear campaign and its single 'models' were on every lip for weeks. The promotion attracted plenty of positive reaction via emails, blogs and interviews. Silver Promo Lions Winner.

Agency: Spillmann/Felser/Leo Burnett Zurich, Switserland.

Omaka Aviation Heritage Centre.

The Omaka Aviation Heritage Centre has been described internationally as the world's best World War 1 aviation museum. Due to its somewhat remote location, however, it has poor awareness in New Zealand. To coincide with Omaka's one-year anniversary, they wanted everyone in Wellington to realise that the most authentic WW1 aviation experience on earth was right here in New Zealand. To highlight how authentic Omaka is, they created a low-budget campaign that was itself an authentic World War 1 experience. In this era of new technologies and new media, their solution was low-tech: they sent their message out using carrier pigeons. To achieve this we employed 289 prized racing pigeons to transport a billboard from Omaka in the South Island of New Zealand, across the notoriously wild Cook Straight to Wellington in the North Island. The billboard was built message-by-message in a campaign designed to generate as much buzz and PR as possible. The idea was perfect for the product because it required the message to be sent in the exact same way they sent out important messages in World War 1 - the era depicted in the exhibition. It was every bit as authentic as the exhibition itself. The campaign was an enormous success, turning a humble little billboard into an international news story. It was covered in Australia and the US, but most importantly generated constant coverage in New Zealand on TV, print, radio and online. And although the entire campaign cost just $12,000, Omaka has enjoyed an incredible 30-percent increase in visitors since the promotion began. Silver Promo Lions Winner.

Agency: Clemenger BBDO Wellington, New Zealand.

Freixenet "The key to reserva"

Every Christmas in Spain, Freixenet runs a promotional campaign for its sparkling wine, Carta Nevada. For 30 years, this has been a highly anticipated TV spot which each year features a different A-list celebrity (Paul Newman, Demi Moore etc.) and only runs for a month. In 2007, a changed was needed. It was decided to switch the emphasis from image to product, though keeping the glamour and sense of occasion. To create a piece of cinema felt like the answer. But this time, we'd shift the spotlight from in front of the camera to behind it, from actor to director. Martin Scorsese was chosen to direct the film. His attachment increased expectation and sense of occasion. The film would be just under 10 minutes, much longer than the previous spots and lending to the feel of a cinematic event. Over November, they announced the date of the premiere to the press, produced trailers that ran on TV and turned viral on the web, and then premiered the film on the Freixenet site. In December they screened it 516,043 times in 150 cinemas and distributed 380,000 DVDs. Within 30 days it had been seen by over a million people on the site and you tube. Twentytwo television stations asked to air the film for free, as content and not as an ad. More media time than they could ever buy. And the client managed to maintain the volume sales while supporting a 30% increase in its price. Silver Promo Lions Winner.

Agency: JWT / Barcelona, Spain.

Puma "Palermo 180"

Consolidate the link between the goal scoring sensation Martin Palermo and Puma, in a setting where Nike has huge budgets and owns the image and sportswear of the team Palermo plays on: Boca Juniors. Spread the fact that Palermo has four goals to go before reaching the mark of 180, and pay tribute to him when he achieves this milestone. One hundred and eighty pairs of special edition cleats were developed, one for each goal, and each one containing an inscription of the facts of the goal it represents. The special edition cleats will be launched the day he scores goal 180. They may only be obtained by registering on losbotinesdepalermo.com. The 180 pairs will be given away by hiding them somewhere within the city of Buenos Aires and on the internet. The authentic pair 180 was donated to UNICEF, and as part of the tribute, the Palermo subway station was adorned as Martin Palermo Station. The main thing was that this campaign was running live. Waiting for the goal 180 created huge expectation for the cleats and the way it would be launched. The cleats had a huge impact, playing an important role in the image of the player and became an icon of the brand. The most prominent newspapers, blogs, radio stations and TV news broadcasts included the campaign as news. The campaign generated a mark valued at US$1,200,000, having invested a mere US$150,000. The Press & Media edited their versions of the 180 goals. 93% of internet site visitors were registered, generating a database of 75000 people. 35.000 took part in the search for the cleats throughout the city. 47% of those registered. Puma developed a new line of products following the campaign. Cleat 180 raised record values at the UNICEF auction. 2x Silver Promo Lions Winner.

Agency: DDB Buenos Aires, Argentina.

Children of the World "Help me read this"

To get a largely indifferent city to participate in a literacy initiative, aimed at educating street children. Our client 'Children of the World' needed to generate both funds and volunteers for the programme to be successful. They observed that most of the street children who were illiterate, ironically spent their day selling magazines and books to commuters at traffic signals. The rest of the city spent a fair amount of time trying to navigate these same roads. They used the magazines these children were selling as the medium and urged people to help the kids read them; by placing tear-off, self-stamped envelopes on the jackets of the magazines with the message 'Help me read this'. Within the first week itself, enquiries and donations started pouring in. Post the campaign period, Children of the World received over 300 sponsors for individual children, a number that far exceeded results in previous years. Their client also managed to set up makeshift schools across the city There were also many call-ins from people, many of whom are now volunteers for the programme. Silver Direct Lions Winner.

Agency: Contract Advertising New Delhi, India.

Medecins Sans Frontieres "Text a coffin away"

Every year, 5 million children die due to malnutrition. However, they don't hear or read about it because it happens every day. This is a forgotten catastrophe with no news value. The brief: Put malnutrition on the agenda, make people contribute and strengthen the brand of Médecins Sans Frontièrs in Sweden. Since people tend to close their eyes and ears when they see or hear about starving children, they needed something different. During one week over 1,300 child coffins were spread around Stockholm. Every coffin had the message "Save a life, text a coffin away". As part of the campaign, child coffins containing information on malnutrition were sent to news stations, delivered straight to the editor-in-chiefs. The campaign kicked off with a silent march through Stockholm made by the employees at MSF (everyone carrying a coffin), that way they gathered the whole organisation. The march ended up at a huge coffin pile, in the middle of Stockholm's shopping and financial district, where an informal press conference was held. As people donated money with their cell phones, the coffins were removed from the streets one by one. The people of Stockholm could literally see that they were saving lives. The campaign got over 15 minutes of tv-time. In September, 164 articles about MSF were published (compared to a monthly average of 66,5). Over 80,000 euros were donated. The face-to-face donations increased with 25 percent (results last year went down). The long-term results will be very positive. Silver Direct Lions Winner.

Agency: Saatchi & Saatchi Stockholm, Sweden.

IKEA "The 3-D Cover"

The IKEA catalogue is, next to the Bible and Harry Potter, the third most printed publication worldwide. Their objective was to advertise the new IKEA catalogue with an innovative consumer event that involves a lot of people and boosts IKEA's brand appeal. The consumer event should work with the motto "Fashion for your most beautiful home in the world." This was the motto of the annual IKEA campaign in Germany for 2007. They transformed the two-dimensional IKEA catalogue cover into a three-dimensional installation by creating an exact replica of the living room on the catalogue cover. Their 3-D Cover went on tour throughout shopping malls in 24 German cities. Everyone had the opportunity to have their picture taken on their catalogue cover set. A few days later, participants in the photo shoot could go to IKEA and pick up a catalogue featuring themselves as the cover model! In this way, they made a lot of people a part of the new IKEA catalogue. A total of 7,120 people had their pictures taken and 4,039 of them picked up their personalized catalogue at IKEA. That's more than 56%! The consumer event not only boosted IKEA's image, but also increased traffic and sales in IKEA furniture stores! Silver Direct Lions & Silver Promo Lions Winner.

Agency: Jung von Matt Hamburg, Germany.

Gothenburg Homeless Aid "Return to sender"

Gothenburg Homeless Aid is a voluntary organisation that helps the homeless, substance abusers and other vulnerable people. People are a bit more generous around Christmas and tend to give more to those less fortunate than themselves. That's why Christmas is a very important time for the Gothenburg Homeless Aid, a time when a large proportion of the entire year's funding is collected. But what can be done to stand out in the onslaught of mailings and Christmas cards? Actually, they created another Christmas card. To draw attention to all the people with no fixed abode in Gothenburg they sent out the Christmas cards in envelopes addressed to: "Lasse Persson, a doorway/tunnel/stairwell, Hisingen (a part of Gothenburg)" and wrote the details of the actual intended recipient on the back of the envelope. Obviously the Swedish post office couldn't find Lasse because he has no real address. The mail therefore had to be returned to the 'Sender' address on the back of the envelope with a post office stamp saying 'Not known at this address'. The yellow label on the envelope not only highlights the fact that there are people in Gothenburg who have nowhere to live. It makes it virtually impossible for the recipient to simply discard it without opening it and seeing what it's all about. The yellow label on the envelope not only highlights the fact that there are people in Gothenburg who have nowhere to live. It makes it virtually impossible for the recipient to simply discard it without opening it and seeing what it's all about. The Christmas card was sent to 20,000 people in Gothenburg, in the days before and after Christmas. The campaign raised SEK 1.6 million (around EUR 170,000), which is more than any other campaign for Gothenburg Homeless Aid. The result was also an increase by 60% compared to the previous Christmas campaign. Silver Direct Lions Winner.

Agency: Goss Gothenburg, Sweden.

SEGO "Monument"

Cervical cancer kills two women everyday in Spain (over 700 per year). It's the most common cancer after breast cancer and almost no one is aware of this. Three months ago, a vaccine was created that can prevent it. This is the first vaccine to prevent cancer and six scientific associations lead by SEGO (Spanish Association of Gynecology and Obstetrics) began an awareness and prevention campaign with the following objectives: - Raise awareness of the seriousness of the illness. - Publicize the existence of the vaccines and promote preventative practices. These vaccines will prevent the deaths of thousands of women. The idea should allow the campaign to transcend in time and LASTS FOREVER so that their daughters and our daughters' daughters can always remember that they were able to beat cervical cancer. A groundbreaking way to honor an important moment in history making this news more viral than the virus itself: Raise an actual monument in a public park and inscribe the names of the first 25,000 people who helped to virally spread the news using the Internet, Online Buzz, Mailings, Ambient Marketing, TV, Print, etc. Many more women are getting vaccinated. According to IMS (Pharmaceutical sector source - imshealth.com), following the campaign, the demand for vaccines preventing cervical cancer increased by 556%. 470,605 women reached by viral email (9 times the objective!) Post-Test Nielsen (Available to jury): 60% remember the campaign 47% of those who remember the campaign intend on getting the vaccine (35% more than those who don't remember). 67% of mothers say they'll take their daughters in to get the vaccine after the campaign. Silver & 2x Bronze Direct Lions Winner.

Agency: Shakleton Madrid, Spain.

MTV Foundation "Anti-Slavery"

Dramatise and explain the inhumanities of modern day slavery. The campaign set up the idea that slaves are really just commodities that can be traded like oil or pork bellies. This entry was a fake brochure for a 'Global Slavery Fund', like an investment fund. It explained the benefits of slavery as an investment. It was sent to 30 people who they thought would have the greatest response - heads of social causes, journalists, writers etc. Difficult to say as the brochure only directed people to a website where they could sign a petition. This has about 2,000 names so far. Gold & Bronze Direct Lions Winner.

Agency: JWT London, United Kingdom.

The Prostate Cancer Research Foundation.

Men do not appreciate how common prostate cancer is and that it's killing one man every hour in the UK. Even worse, research clearly showed that men were reluctant to talk about their health or confront serious medical issues. Their core objectives were as follows: 1. To raise awareness of Prostate Cancer in the UK. 2. To de-stigmatise the disease and hopefully raise money for research. 3. To achieve the maximum effect with the minimum budget possible. 4. To raise the profile of the charity to generate wider interest. 5. To build the donor database for future fundraising. They created a 40" film which showed the late comedian Bob Monkhouse talking about losing his battle with prostate cancer, in his own inimitable style. This was launched through a PR campaign, generating unprecedented levels of national coverage appearing in national media continuously for a week. In addition, an extensive integrated campaign was developed, negotiating partnerships with national press, outdoor media and cinema to reach as many people as possible with their core campaign message. A retail partnership with WH Smith meant that badges were sold in every store in the UK. The campaign was supported virally and online. In addition, DM targeted high value potential donors. They created over £3million worth of media value with a budget of less than £50,000. An estimated 83% of the UK population has seen the campaign an average of 4 times. The PCRF annual income from June 2007 is forecast to show an increase of 70% year on year. Traffic to the website increased by 500%. There has been a 228% increase in the charity's donor base including a rise in the number of regularly monthly donors by 580%. Mark Emberton MD, the Charity's medical advisor, commented: "I have seen a marked increase in patients being tested and diagnosed with the disease as a consequence of having seen the Bob Campaign". Gold Direct Lions Winner.

Agency: The Communications Agency London, United Kingdom.

Studio Brussel "Black boy wanting water"

The yearly charity event 'Music for Life', organised by radio station studio Brussels and the Red Cross, focused on drinkable water. Every 15 seconds a child dies due to a lack of drinkable water. Studio Brussels wanted to raise money to help. They started from the insight that every TV host has a glass of water. It's so normal, that nobody even notices anymore. Until they started this guerrilla campaign. A black boy showed up on Flanders' best watched station 'één' over three days, always in prime time. He quickly drank the host's glass of water and then ran off. The most frequently asked question during these days was: 'have you seen the thirsty black boy?' The whole thing started to lead a life of its own on the internet and in other media. The only thing left to do, was claim the campaign. Music for Life turned out to be a giant success. In 6 days, people donated 3.3 million euro for drinkable water. A giant amount for a small country. Gold Direct, Gold, Silver Media Lions Winner and Titanium Lions Winner!

Agency: Mortierbrigade Brussel, Belgium.

Goodman Fielder Banking "Ducks"

The brief was to launch a new performance enhancing bread across Australia. The product: new Wonder Performance is a unique combination of complex carbs and iron for energy, as well as protein and amino acids for strength that gives teenagers the fuel to perform. Their objective was to appeal to the diverse audience of mums and teenage boys within a short period of time. Their solution stemmed from the fact that Wonder had had a 'proven' track record of transformational powers. We seeded the internet with three different unbranded mpegs of ducks that had unique powers: duck surfing, formation flying and escalator ducks. A unique website and phone number was set up to report on these 'duck phenomena'. A TVC then broke the news that the ducks were performing this way because they shouldn't be fed new Wonder Performance bread: it was good for teenagers but not for ducks. This news was posted on the website and in eDM to those who had registered. The launch of the three mpegs went viral in the true sense of the word. To date there have been over 2.7 million views on YouTube, over half a million listings for 'surfing duck' on Google. The phenomenon was featured on the New York Times, Sky News and Daily Telegraph websites to name a few. Over 10,000 people have registered for a duck repellent ring tone or filed a duck report. In the first week of launch New Wonder Performance sold over A$1,000,000 worth of bread. Gold Direct Lions Winner.

Agency: BMF Sydney, Australia.

Nelka Rent A Car "Do it with a car"

Nelka Rent-a-car is a medium-sized car rental company in Costa Rica. It has a fleet of about 200 cars and 10 offices in different parts of the country. Their client wanted to rent out at least 80% of its fleet for the summer season. Their problem was competing against huge advertising investments their competitors were making in order to get most of the foreign tourists. The agency proposed to get hold of a different market, the one niche no one has yet taken advantage of: the national tourist. Although it was something new, and something that has never been tried before, the client trusted us. Their first step was to create a blog, named after costaricaholes.com. This was an independent site dedicated to the bad conditions of Costa Rican highways and streets. People here were able to complain about the problem and upload their own pictures of the holes on the streets. The blog's promotion was made through viral mails and mouth-to-mouth advertising took care of the rest. After only 15 days online, the site was placed as one of the top-10 sites in the country, getting around 30,000 clicks with almost 1500 photos uploaded. All of a sudden, people started spending time with our idea and with the brand. During summer, after the whole low-budget campaign ended, Nelka rented out all of its cars, with national clients making up 95% of custom. This result was way over their client's expectations. During this one summer, Nelka rent-a-car, has found and taken a hold of a new niche market. Gold & 2x Silver Direct Lions Winner.

Agency: JWT / Costa Rica.

Exel "Torture test"

Consumers were sceptical about our claim of confidence to 'remove stains in one wash. So mailing and other suppliing activites were needed to prove to consumers that Breeze Excel actually delivered on its promise. They mailed a t-shirt wrapped box that contained product sample to selected women's social groups across Thailand (including rural areas where traditional mediums such as TV and press are inside. Instead of finding a free gift on the inside, the actual box was wrapped with the gift. As predicted the postal service ruined the T-shirts. And if the recepients wanted the T-shirt to look as good as new, all they had to do was wash it once with the product sample. Unlike instore sampling, they could control and to whom we were talking to. As a result this mailere allowed consumers across Thailand to prove the efficiency of this product (and ourselves) by interacting with the product directly. Because of this personal interactive demonstration, word of mouth increased sales and greater brand awareness. Research is being done to use this mailer as part of Unilever case study for succesful intergrated Brand Communication. 2x Gold Direct Lions Winner.

Agency: Lowe Bangkok, Thailand.

Prodis Down's Syndrome Foundation.

They wanted to capture the attention of the media to create as much awareness as possible for an initiative of extraordinary human interest. They created a standard press release in which we told the advertising industry that they had new creatives working for us and they invited them to take a look at their latest work. The journalists would then see that all of our 'new creatives' were kids with Down's syndrome. They made it impossible for them not to look at the DVD, where they found out all about the campaign and understood the press release. The response was beautiful. Every single publication covered this unique initiative. But most significantly, all of them called the agency to say how moved they were by this campaign. Gold Promo Lions Winner.

Agency: Vitruvio Leo Burnett Madrid, Spain.

Arbeitskreis Vorratsdatenspeicherung.

Since the beginning of 2008, a new law gives the German federal government broad access to stored telephone and Internet data - including e-mail addresses, length of call and numbers dialled - for a six month period. The private initative "Arbeitskreis Vorratsdatenspeicherung" called for a class suit against the new law. But how can you promote something as abstract as secret data retention? Through widespread discussions in the press, most users don't realise what kind of data and to which extent they leave behind when surfing the Web. A special programme visualises the digital fingerprint of every user. The fingerprints lead the user to a landing page and to a special browser for anonymous Web surfing. Most Internet users are not aware to what extent their surfing habits are traceable. At the same time, the Web is the perfect place for appealing to new members for an existing movement. Being launched just in 2008, the "Fingerprint" project may be able to fuel the discussion about privacy in the Internet and raise awareness for the issue. The sheer number of 30,000 participants that joined the class suit of the Initiative at the German Constitutional Court clearly demonstrates the public interest. Gold & Silver Promo & Bronze Direct Lions Winner.

Agency: Nordpol + Hamburg, Germany.

Madrid City Council "The Wishing Tree"

The Challenge was to find a relevant idea for an event that would involve citizens of Madrid, in the City Council Christmas campaign. A Christmas related idea but not a cliché. They create a concept for a participatory action that fulfilled the challenge: The Wishing Tree that grows with the wishes and hopes of Madrid citizens, for 2008. On that base we built a stunt in the Retiro Park, Madrid's most famous park, located in the centre of the city. Starting December 21st, a huge Christmas tree kept growing in the Retiro Park in Madrid, thanks to the participation of the citizens who went to set down their wishes for 2008, written down on helium balloons; the tree got to a height of 32 metres. 21 actors dressed up like gardener elves, with their giant snails, welcomed the visitors, and made the process easy, emotional and fun. This was a very moving experience for all participants. The action ended in a special ceremony, the tree opened up and all the balloons were released: all the wishes flew into the Madrid sky. By creating a participatory activity, they made Madrid City Council Christmas campaign, more relevant to the citizens A part from the fact of the massive participation, this was a very moving experience, not just for the kids but for grown people, who focused their energy and hopes in the moment that their balloon wishes for 2008 were feed into the tree. Over 120,000 people participated and wrote their wishes. Over 40,000 people attended the final event of balloons release, great media coverage in main newspapers (El Pais, El Mundo, ABC) and on main TV News. Madrid City Council wants this event to become a tradition at Christmas in following years. Gold Promo Lions Winner.

Agency: Marketingvivo Madrid, Spain.

WWF "Where is the Eagle?"

The eagle is in danger of becoming extinct in Portugal. The WWF wants the Portuguese people to be more aware of this situation. As the eagle is also the mascot of Benfica which is the largest Portuguese football club and one of the largest in the world with 6 million fans around the planet, the idea is to use a championship game to create an event called "Eagle Day" to get people's attention. With the help of some accomplices from the country's major newspapers and TV channels they spread a false story that the Benfica mascot eagle, called Victoria, had disappeared. The next game would pay homage to the eagle and the event would be called "Eagle Day". Everyone's attention on the day was on the possibility of Victória reappearing. The stadium décor and the players' shirts all had the eagle missing from the Benfica emblem. At the end of the ploy, the eagle flew across the stadium and down to the club emblem starting the game and a great festival. The whole country was touched by the teaser with the false story about the eagle's disappearance in the main newspapers and TV and radio stations. The "Eagle Day" event was witnessed directly by the tens of thousands in the stadium on the day and was a national news item seen and heard by millions around the country. The WWF and Benfica called everyone's attention to the objectives of this action through tens of thousands of leaflets handed out at the stadium gates, and broadcast on the internal sound system and the Mega screens. The free media coverage before, during and after the action represented an investment of over 2 million euros. Hundreds of sites, blogs and mails helped spread news of the event and the cause far and wide. Gold Promo Lions Winner.

Agency: Ogilvy Lisbon, Portugal.

Wild Bird Society of Japan.

To create a sense of urgency around the extinction of endangered wild birds in Japan (Japanese red-crown crane, stork, albatross and yellow-breasted bunting). They thought the best way to value these wonderful birds was to not just see them but actually be able to hear them. However, to get their beautiful songs in front of a younger target they needed a contemporary and relevant execution. So they went out and actually sampled the bird's songs and mixed them into contemporary dance tracks. The tracks were then pressed into retro vinyl and placed in hip Tokyo record stores. Each endangered bird was given their own album with the quantity equaling the estimated number of that species left. To create awareness with the younger Japanese generation of the many endangered birds species in Japan, we created the "Sounds of endangered wild birds" albums. The music was created by actually sampling the unique bird songs. They then pressed retro vinyl records and put them in the shelves at records shop in the young areas of Shibuya. They placed the same number of albums as the actual number of each bird left in Japan. Although the number released was limited, the idea attracted the attention of local DJs. These artists have been purchasing the album and playing it in clubs throughout Tokyo which has been a successful tool in spreading the extinction message. In addition, the proceeds of the sales are used to further fund the endangered bird project. Gold Promo Lions Winner.

Agency: Beacon Communications Tokyo, Japan.

MTV Networks "Welcome Snoop"

The 'Welcome Snoop' campaign started with a brief to give MTV Networks Australia a local tone of voice. MTV is known for producing American TV shows; but MTV also produce a large percentage of Australian content. The challenge was to give MTV Networks Australia a personality relevant to its local audience and to create a promotion idea that would make the Australian audience active participants in the channel. The challenge was to do this in a way that was not traditional advertising. This was important given their young audience is largely cynical when it comes to brands 'understanding' them. In answer to the brief, the strategy was developed to put a controversial MTV icon into the Australian culture, and stir the pot. The icon was rapper, Snoop Dogg, and the creative vehicle would be his fight for Australian citizenship. This idea created a storm of controversy and PR for MTV Networks Australia. It also actively involved the audience in the MTV Australia brand and allowed them to have a voice in the fight for Snoop to gain Australian citizenship. The promotion brought to life the prospect of Snoop moving to Australia and motivated the audience to fight his cause. By embracing Snoop's case for citizenship (after being denied entry to Australia), MTV Networks created a promotion idea that spoke to their target audience in a way traditional advertising could never achieve. It bypassed the need to explain the benefits of subscribing to the channel by making the MTV Australia brand the voice of the target audience. Snoop Dogg is an MTV icon and creating a promotion around his quest for citizenship provided MTV Australia with a highly effective brand building idea. Snoop's massive popularity with the target ensured that the idea generated a movement around Snoop and MTV Australia. The Welcome Snoop campaign proved incredibly successful. Over 410,593 viewers were driven to the dedicated site at www.mtv.com.au/snoop alone - equating to 16.9% of the target market in Australia. It generated a total of 5,500,000 campaign interactions and created a hive of media attention around MTV Australia, activating a movement among the target audience to help MTV fight Snoop's cause. The campaign elevated MTV brand awareness to its highest point in history. The free PR generated alone was worth hundreds of thousands of dollars and the idea attracted over 3X more MTV channel subscribers than the previous year. Gold Promo Lions & Silver Direct Lions Winner.

Agency: Lowe & Rivet Sydney, Australia.

Playground "Hatch an egg"

Playground is an outdoor equipment store chain in Stockholm. Their brief was to inform people that Playground has the warmest down jackets on the market and to drive traffic to the stores. They created an adventurous experiment on the matter of life and death: Is it possible to hatch an egg in a down jacket? A fertilized egg needs a constant temperature of 100°F and a relative humidity of 60%. The egg was kept in a sport-bra inside a down jacket and a thermo- and humidity meter controlled the conditions. One human being, also known as "the hen", hatched the egg in a temporary "chicken farm" built outside one of the stores. On the website playgoundstores.com people followed "the hen's" effort to keep the egg in a healthy condition. Due to a small media budget they needed to come up with an idea that engaged people and encouraged them to interact with the advertising. PR was a vital part in the campaign in order to get people's attention and to push people to the store. The campaign received a lot of attention and PR in all sort of channels (National TV, Newspapers, blogs etc). Many blogs gave the campaign attention and people started to bet on the experiment, whether or not it was possible to successfully hatch an egg in a down jacket. New costumers discovered the store and the sale of down jackets increased by almost 500%. Now everyone knows that Playground's down jackets are warm enough to save lives. Gold & Bronze Promo Lions Winner.

Agency: Akestam Holst Stockholm, Sweden.

Tricom "Freezing the Game"

The task was to promote Tricom's High Bandwidth Internet Service, to do this they took a couple of things into consideration. For Dominicans there are very few things more important than baseball. The game is sacred and that night the two most important national teams were playing: The Licey Tigers and the Cibao Eagles. When a Dominican doesn't go to the stadium, he follows the game either on TV, through the radio or over the Internet. That's why the stadium became the perfect place to promote Tricom's High Bandwidth. With 30 thousand spectators in the arena and more than a million people at home watching the game they decided to create a live action on the field that simulated the experience of surfing the web on a slow connection. Prior to the game they rehearsed with the players so that, upon a signal only they saw, they would freeze in a specific moment of the game, go back to playing normally and freeze again. After repeating this a couple of times a person would come out with a sign that read "Live it without the wait with Tricom's High Bandwidth". They wanted to show everyone what it was like to watch the game through an Internet connection that wasn't Tricom. The Internet Service Provider experienced a 23% growth in new subscriptions. Some bloggers published the video in their blogs and it became a viral under the title "The Quisqueya Stadium freezes up". It was also commented the next day in the newspapers, radio and sport tv shows. Gold Promo Lions Winner.

Agency: Pages BBDO Santa Domingo, Dominican Republic.

7-Eleven "D'oh Thank Heaven"

7-Eleven wanted to partner with a summer movie property to create a program that would not only support its proprietary products, such as Slurpee, but also leverage the popularity of a partner brand to differentiate 7-Eleven from a highly competitive set.
From concept to implementation, the entire process took more than 18 months. It began with Agency ideation and consumer testing, but ultimately had to be sold in to Fox Studios, Gracie Films, 7-Eleven Marketing, and 7-Eleven Franchisees and Executives. The Agency then worked with 7-Eleven partners to begin product development and packaging design. Additionally, the Agency worked closely with The Simpsons (Gracie) to create exclusive artwork that would be executed in both exterior design and interior point-of-purchase elements. Two Agency employees were then deployed to each location to manage the conversions and oversee all promotional activity. By creating a branded experience, they were able to bring new customers, as well as lapsed customers, in store to introduce them firsthand to the many products and services that 7-Eleven offers. Additionally, by creating a completely animated world, each customer was able to experience the brand in a way that was fun and engaging, leaving them with a newly established 7-Eleven brand personality. Through both product development and providing a sweepstakes grand prize of being animated into a Simpsons episode, 7-Eleven was able to provide customers with once-in-a-lifetime opportunities that had never been offered before. Consumer reaction to the Simpsons promotion exceeded all Client and Agency expectations. The first day, all twelve stores were sold out of most Simpsons products, with replacement product needing to be flown in from around the country. Lines, more than an hour long, began wrapping around the stores, lasting in some cases until 3am. Within 48 hours, customers had posted thousands of pictures and videos online, and a consumer Kwik-E-Mart blog had been created, documenting activity throughout the country. Total merchandise sales doubled, Slurpee (Squishee) sales increased fivefold, and other proprietary products saw increases ranging from 100-500 percent. Gold Promo Lions Winner.

Agency: Tracylocke Dallas, USA.

Expedia.com "Weather Channel"

The online travel vendor, Expedia.de, wanted to take a new communicative route, ... ideally without investing money. They suggested a guerrillia campaign, live during the morning weather "in" the weather panorama channel on BR, 3 Sat, SF and ORF. For this, self-made textile banners with Expedia offers and messages were held up during the live broadcast, precisely those locations where fixed cameras are installed. The result: free tv advertising. The weather panorama channel was the perfect environment for a travel vendor since the audience are already interested in travel. 2 million connections for free, 28,7% more clicks, 9,34% more bookings - Without spending any money for advertising. Gold Promo Lions Winner.

Agency: Serviceplan Munich, Germany.

Maor "Internet Shut Down"

On July 12th 2006, two Israelis were abducted by the Hezbollah. Since their kidnapping no news about them has been received. To keep their issue a top priority on the public's and the government's agenda, they knew they had to create an impact no one could stay indifferent to. They decided to launch a campaign that has never been attempted before and engage the country in a whole new way. Precisely one year after the kidnap, they invited every major site to stop their activity for five minutes and place a message: "The soldiers cannot be found". This is a variation of "The Page cannot be found" message appearing when loading an inactive website. On July 12th 2007, at 09:05 the internet stopped! Internet's importance today is stronger than ever. In order to communicate the message to as many people as possible they had to engage as many websites as possible. That is why we decided to use the simple strategy of the sites as both media and communication channels at the same time. All the top 400 Israeli sites answered the call and posted the message. Hundreds more joined the campaign and spontaneously posted the message, using their own designs. Even Google found it important to address the subject. The impact was so powerful even Israeli television networks and radio stations decided to stop their broadcast, in solidarity. The campaign received amazing coverage worth millions in free press. The buzz was huge: 65% of the Israeli population was either directly exposed to the action or had heard about it. Gold Promo Lions Winner.

Agency: Y&R Interactive Tel Aviv, Israel.

Caja Madrid "Sense and Sensibility"

Caja Madrid, the most important Savings Bank in Spain, launched a new deposit almost identical to previous competitor's products, but with very competitive conditions. Objectives: SALES: Acquire 2.000M€ from other banks and 10.000 new clients. Get current clients with investments in other banks to concentrate them in Caja Madrid. BRAND: Reinforce the brand awareness of Caja Madrid, positioning it as the market's best offer of financial products. A fact supported by this deposit. The investigation demonstrated that an important downside in changing banks is the long-term relationship buit with the branch manager. Caja Madrid's deposit is so good you will inevitably leave your bank and they don't want you to lose a friend. So they named the deposit "Sense and Sensibility" and gave out a Self-Help Guide "CHANGE BANKS WITHOUT LOSING A FRIEND", that came with a Goodbye postcard for your old bank with a musical chip containing an adaptation of a hit of the 80s "Forget me and go away". They also created a web, virals with personalized videoclips ("Pimpinela" and "Teddy Bear"), WAP portal, BIDI codes, TV and Print to generate traffic to the banks'offices and the web. This promotion was based on putting ourselves in the clients' shoes in order to get their complicity For the first time in Spain, a bank used a promotional concept to name a financial product and they called it "Deposit Sense and Sensibility". The integrated action plan included: face-to-face actions in the offices, mailing to clients, promotional web, banners, wap, TV commercial, radio spots, graphic (print and outdoors) and in all of them the outstanding feature was the musical farewell card and the Self-Help Guide "CHANGE BANKS WITHOUT LOSING A FRIEND". They acquired 4,570 Billion Euros from other banks. 229% of the objective which was 2,000 M €, more than double the acquisition from the same period in 2006. 21.744 new clients. 217% of the objective which was 10.000. 96% more than those acquired in the same period in 2006. WEB: more than 200,000 visits. More than 8000 virals of "Pimpinela" were sent and 7,400 virals of the "Teddy Bear". BANNERS CAMPAIGN: click ratio of 0.98%. MOBILE PORTAL: more than 2,400 accesses to the mobile portal. Gold Promo Lions Winner.

Agency: Shackleton Madrid, Spain.

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.

Speight's Great Beer Delivery.

Make Speight's more relevant to today's city drinkers while remaining true to the legendary 'Southern Man' values of Generosity of Spirit, Mate-ship and the 'Can do' attitude. To position Speight's as "The stuff of legends" they created a legend of their own. They learned that New Zealanders in the UK were missing their favourite beer. So a working Speight's Alehouse was strapped to the deck of a cargo ship and sailed across the world to London's Canary Wharf, much to the delight of the city's sizable Kiwi population and the loyal drinkers back in New Zealand. The crew for the ship was recruited in a national campaign. The voyage received over 20 minutes of prime time national television news coverage and extensive press reports. "The greatest achievement of The Great Beer Delivery was the way it broke out of paid-for media space and catapulted itself into the news... Authenticity is what consumers are searching for and there are fewer stronger statements of authenticity than news media coverage." Brian Sweeney, advertising industry commentator. Speight's regained its position as New Zealand's biggest selling beer. 6% of all New Zealand men applied online to accompany the working Speight's Alehouse on its journey to London. A double-digit increase in Brand Adoration was achieved whilst all other mainstream beers declined. Gold Promo Lions Winner.

Agency: Publicis MOJO Auckland, New Zealand.

Grand Prix Direct Lions "Lead India"

This was part of a national initiative launched by the times of India on 1st Jan 2007, the first day of India’s 6oth year of independence. The objective was to capture the essence of a resurgent nation poised tantalizingly on the edge of redemption. And to send out a clarion call for the one final thrust that would take her from a potential nation to a kinetic power. The Times of India wanted to find a stimulus that would break the social inertia of acceptance and tolerance and galvanize an entire nation to be the face of change in India. As M.K. Gandhi said, “We must be the change we want to see in this world.” The entire effort was to elevate a newspaper from merely being a social mouthpiece to a catalyst of social change! Over 37,000 participants. The campaign website registered more than 1.3 million hits at last count. More than a million YouTube downloads. The television programme was telecast on the Star One channel, part of India’s largest television network. The programme had 7 sponsors—all leading corporations. The British High Commission has announced to sponsor a Chevening Leadership course at the London School of Economics for three Lead India finalists. More than 20 celebrities volunteered to participate free of charge. The winner will also go on to receive support to contest from a constituency of his choice in the next general elections.

Agency: JWT Mumbai, India.

Grand Prix Promo Lions "HBO Voyeur"

In order to impact perceptions among an already positive audience, it wouldn't be enough to tell super-fans that they are the leaders at cutting-edge, innovative storytelling - they needed to show them. HBO Voyeur took the act of watching, already an integral part of the HBO experience, and intensified it. The viewers became essential players within the story - their gaze the very essence of the concept for HBO Voyeur: sometimes the best stories are the ones they were not meant to see. It encouraged viewers to seek more, become a part of the story and engage with the content. In order to encourage the participation beyond passive viewing that is so critical to super-fans' experience with the brand, HBO Voyeur was expressed as a multi-media, multi-platform program, each touch-point acting as an invitation to engage with the project as a whole. It began with a life-size projection on the side of an apartment building in downtown Manhattan, creating the illusion that the wall had been cut away and allowing viewers to experience the story by seeing the lives inside. The campaign extended to HBOVoyeur.com, HBO On Demand and HBO Mobile, with each content experience uniquely tailored to its platform. HBO Voyeur strengthened super-fans' perception of the HBO brand: 74% said Voyeur set the HBO brand apart. 72% claimed it made them think HBO is better than other networks. 60% said it made them more interested in the HBO brand. The campaign led to improved feelings towards programming, even though Voyeur was not linked to any specific shows. (Hall and Partners) Additionally: 3,200+ people visited the Manhattan event. Over 1 million users visited HBOvoyeur.com within the first 3 weeks (Google Analytics). The campaign was mentioned in 500+ blogs, prompting conversations and debate (Nielsen BuzzMetrics).

Agency: BBDO New York, USA.

Bronze Promo Lions "ABC-book"

Develop a promotional idea for a special issue of the Quote 500, the Dutch equivalent of the Forbes 500. This special issue is called the "Quote 500 junior" and lists Holland's youngest multimillionaires. To get those filthy rich kids on the right track, they came up with a little ABC-book. With 26 invaluable and highly educative words to help the kids get the most out of life. This early learning book was sealed in with the magazine. The special issue sold 19% more copies than in previous years. Furthermore it generated loads of free publicity and requests to get extra copies of the ABC-book. That's why the publisher decided to also sell the book in childeren book stores. For only 4,95 euro (=0,00000495 million euro)! Bronze Promo Lion Winner.

Agency: Selmore Amsterdam, The Netherlands.

Bronze Promo Lions "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. Bronze Promo Lion Winner 2007.

Agency: DDB Amsterdam, The Netherlands.

Bronze Promo Lions "Pregnant Wife"

Background information: Amstel Beer has a loyalty programm for football fans in which members can join lotteries and auctions to obtain free tickets for national and international football matches. Goal: Let die-hard football fans know that Amstel Beer continues to give away free football tickets to members of its' loyalty programm. Because Amstel is a sponsor of the Dutch Premier League they could do things that normally would be out of the question. So instead of using expensive ads or commercials they used the stadium announcers of Ajax and Feyenoord in front of crowds of 50.000 for our message. Just using them in a normal way would be boring. But by letting them talk repeatedly to a fan whose wife was supposedly in hospital giving birth, made it memorable. 100.000 fans (in total) were thrilled about that fan who preferred to stay at the match instead of supporting his wife in hospital. The Amstel loyalty programm is for 100% aiming at beer drinking football fans. Main feature of the loyalty programm is the big amount of free football tickets you can obtain. THE place where they can find their target audience is in football stadiums. And THE way of getting their attention is to do something extraordinary that appeals to the entire crowd at the same time. This method was most relevant because with this idea they could communicate to real fans that Amstel understands the really fanatic fans. Fans that want to see every second of every important match. You only need to see and hear the laughter of a crowd of 50.000 to know this message reached not only their heads but also their hearts. They managed to pull this trick twice so we effectively reached 100.000 fans. Costs for this approach were practically zero. With only 2 matches we reached 100.000 men from our target audience. Since this stunt 10.000 new members joined the Amstel 'free tickets'-programme. Not to forget the impact this ad made on 100.000 people, contributing to brand likability. Bronze Promo Lion Winner.

Agency: Doom & Dickson Amsterdam, The Netherlands.

People Opposing Women Abuse "Paper towels"

What have you done? In South Africa, a woman is raped every 26 seconds. Together, we can help put a stop to it.

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

Dr Reddy's "Calendar"

Dr Reddy's Respiratory Division (related to Asthma and COPD) wanted to generate awareness about the ill-effects of smoking. The task was to create something innovative that subtly authenticates the point. Innovative, factual and hard-hitting! The 2007 Monthly Calendar with perforation represented the idea igeniously and delicately, without offending any sentiments. The responce was so good that they were taken aback. Everyone from the doctors to the common man loved it. Most of them asked for an extra copy. The amazing part is that they have been asked to do the same calendar for the next year too, i.e. 2008.

Agency: Sudler & Hennessey Mumbai, India.

SAIT Polytechnic "Recruitment dollars"

Apparently, you have a knack for finding money. Interested in a career in fundraising? Let’s chat.

Agency: WAX Calgary, Canada.

Korea Animal Protection Society "Pull to release"

The purpose of this campaign is to encourage people to raise funds towards releasing caged animals back to their natural habitat. The card is inserted inside the mesh pocket at the rear of the seat facing the passenger in trains and buses. The concept is that when the ad is pulled out the pocket, the passenger is releasing the animal from captivity.

Agency: Ogilvy & Mather Seoul, South Korea.

Lego Education Centre "Pavement"

A Lego Education Centre recently opened in Brisbane and to create awareness Publicis Mojo Brisbane took advantage of the safety bubble-mats found on steps and footpaths around the city.

Agency: Publicis Mojo Brisbane, Australia.

WWF "Caught in the net"

There are 111 Maui's dolphins left in existence. Their brief was to raise awareness of this issue in the lead up to a crusial parliamentary vote on net fishing. Their solution was simple. In the weeks before the vote, life size Maui's dolphins began appearing "trapped" in high profile fences across Auckland, including the front fence of parliament. The campaign received both TV and press coverage. The result of the vote has not been revealed.

Saatchi & Saatchi Auckland, New Zealand.

Apartheid Museum "Botha"

To raise awareness for The Apartheid Museum in Johannesburg, this handout utilizes the anagram in the names of the last president of the apartheid era, P.W. Botha and that of the current South African president, Thabo Mbeki.

Agency: DraftFCB Johannesburg, South Africa.

Orange Babies "Containerbaby"

The Orange Babies Foundation wanted to graphically demonstrate an every day horror that's happening in Africa: Beautiful African baby's with HIV are abadoned and left to die in rubbish bins by their own mothers. Simply because the mothers believe they have no hope. For World Aids Day a garbage container styled as a baby's cot was placed in the centre of Dam Square in Amsterdam. You hear a baby crying from inside the container accompanied by a simple lullaby from a music box. Flyers were distributed explaning the work Orange Babies does in saving these babies and indeed bringing hope to young mothers.

Agency: Ogilvy Amsterdam, The Netherlands.

SABC Radio Sales "Goodies"

To ensure media buyers and planners included the SABC Outside Broadcast (OB) service into their media mix, its benefits of Mobility, Customisability and Priceless leverage had to made clear. The insight that outside broadcasts are interactive platforms influenced all campaign creative to be interactive too.

Agency: DraftFCB Johannesburg, South Africa.