Serviceplan "Dedication CD's"

Find creatives for the advertising agency Serviceplan Hamburg who would give everything for an idea. The poster showed, just how passionate and sacrificial Serviceplan is about creative work. They really give everything! And so made the point that we don’t want any employees who just work for money. But for fame and glory. For idealistic reasons. For the creative work itself. They made a poster, where their own creatives gave everything: Their art director's complete music collection? including 1,184 original music CDs? was really installed on the poster. The poster was installed at design academies. And there was a dispenser with response elements and the solution: 'Serviceplan is looking for creatives who give everything for an idea.' A job application increase of over 300%. And extremely positive creative feedback.

Agency: Serviceplan Hamburg, Germany.

Shalmor Avnon Amichay/Y&R "Miserable Children"

Good employees are hard to find. Good copywriters are even harder. They wanted to reach as many young potential copywriters as possible However, they wanted to make sure, those who answer the call are also ready to work hard and long hours. They sent the video to every advertising and copywriting school in the country, and uploaded it in every ad forum and ad blogs. This helped us reach nearly 95% of the relevant professional population, Israel's advertising community. They decided to create a viral video that would generate a mouth-to-ear response. With the help of the children of their Executive Creative Director (these are his real children), they showed a humoristic perspective of their lives look like while dad is at the office. With it they delivered an emotional message: Help these miserable children - send me your CV's. A stunning effect: In just 3 days, more than 200 young copywriters sent their CV's. The best one of them is currently working at the agency. The Children were saved…

Agency: Shalmor Avnon Amichay/Y&R Tel Aviv, Israel.

OroVerde "Diversity of Species"

A result of modern forest clearing technology: In the tropical rainforests, 3 animal and plant species are made extinct every 60 minutes. The OroVerde foundation fights against the death of species and urgently needs financial support in the form of donations. Due to this irritation, they can raise the awareness for the great danger for the tropical animal and plant species caused by the systematic destruction of the tropical rainforest. And they clearly show how important it is to become active as a donator. They sent a wall chart to school principals, politicians and corporate decision-makers. The design of this wall chart is reminiscent of one's schooldays. However, the viewer is confronted with a completely unexpected form of diversity of tropical species: Instead of animals, a wide array of forest clearing machinery is depicted. The clickrates on the OroVerde homepage were 24 % higher than in the previous months. Donations raised about 5% compared to the previous year. Huge demand on further information material.

Agency: Ogilvy Frankfurt, Germany.

Reklamcupen.

Reklamcupen is a Swedish advertising competition in a cup format organized by Sweden’s biggest daily newspaper, DN. The target group is the people in the creative agencies. The objective of the campaign was primarily to recruit participants to the advertising competition Reklamcupen. Seecondarily the objective was to strengthen the relationship between the sales department of DN and the creative agencies. The consumer insight is that the agency people are very proud and supportive to their own agency and that they like to compete. By the scarves individually designed for each agency they succeeded to be relevant and create interest for the competition. They also gave the sales department a reason to give something away to the agencies, meanwhile challenging the agencies to come up with a contribution to the contest. The scarves also were tangible and had a loing life span at the agencies, and served as a remindber of the competition for several weeks. This year the contest was held at the same time as the UEFA 2008. With that in mind they decided to give Reklamcupen a football angle. They found their inspiration in the classical supporter scarves worn by football fans all over the world. 32 different supporter scarves for the 32 biggest agencies in Sweden were made. The scarves were designed inspired by Swedish and international football teams. They matched the design for each agency with what suited that particular agency best and they were distributed through personal meetings. The projected objective was to get 24 contributions versus last years 21. The quantitative objective was to get 24 contributions, the actual result was 28. That corresponds to an increase of revenue of 17% versus an objective aggressively set. The qualitative business objective was to get a better relation and a dialogue with the creative agencies. The response from the agencies has been fantastic in terms of liking an appreciation of the campaign. The 32 agencies that received their own scarves have been commenting this on their blogs and they have really appreciated the idea. Finally, the client is very happy and think that this is the best campaign for Reklamcupen ever.

Agency: Garbergs Stockholm, Sweden.

DHL "Box Inlay"

Inform existing DHL clients about the new improved Asia service, which means sending goods from Hong Kong, Shanghai and Beijing in a superfast and sharply price way. DHL clients use special DHL boxes for their shipments. Just phoning DHL is enough to get the boxes delivered within a day, totally free of charge and ready to use. It seems to be the ideal moment to communicate the Asia service, because they can reach exactly their target audience, people who already use DHL. The inlay gets visible at the moment clients fill the box with their goods. The ultimate cheap and convincing way to advertise a relevant message. They provided DHL boxes with a very special inlay. The inlay, at the bottom of the box, shows another open box and together they make a long 'tunnel'. At the end of the 'tunnel' there is an Asian person handing over something. In the 'Hong Kong version the Asian person hands over a toy box, in the Shanghai version a laptop and in the Beijing version a shoe. The text says; The fastest way to Hong Kong/Shanghai/Beijing. Take a look at www.dhl.nl to see our sharp prices. Because the boxes are sent to clients who ask for one, chances are that the full 100% of the target audience will see the message. Boxes are already distributed so the only extra investment is the inlay. It is a simple 46x32 cm paper that is put inside the box. Approximately 65.000 boxes are distributed every month by DHL. Halfway August 2008 they started distributing the boxes with the inlays inside and they can see an 3% increase of sales in September 2008. Ofcourse this 3% sales increase is about the specific Asia service and they expect more increase in the future since clients use the Asia service only at the moment they need it, which can be any date from now.

Agency: Ogilvy Amsterdam, The Netherlands.

RFSU "Miss Fiffi"

94% of women in Sweden shave their private_areas. Their task was to create an online campaign to help launch the new intimate hygiene products by RFSU. As the campaign was aimed at women post-puberty and beyond, it was important that their main media would be online. Aimed at women post-puberty and beyond, the site invites visitors to virtually style and customize what the Scandinavians call your fiffi with scissors, a razor or an array of RFSU products. The fictional character Miss Fiffi, who's an 80-year-old midwife, will then judge your shaving skills on a scale of 1 to 10 and your completed fiffi can subsequently be downloaded and embedded in your Facebook page. Complemented by banner ads and an outdoor campaign, the somewhat controversial site also hosts a contest where the best fiffi wins a full shaving kit courtesy of RFSU. If one requires a more personal touch, they can contact a real-life midwife from the RFSU clinic for grooming tips via MSN Messenger. The campaign has been a total success, with over 150.000 unique visitors during the first week and thousands of Fiffi’s where created. The average time of 3 minutes is the time spent online! They created a viral campaign without even knowing it, with the site being feature thousands of blog’s Worldwide. Product sales went up with over 400%.

Agency: Akestam Holst Stockholm, Sweden.

Adidas "Impossible Goalkeeper"

Adidas wanted to be the # 1 football brand during the UEFA EURO 2008 in Austria and Switzerland, sending their “Impossible is nothing” philosophy far beyond the borders of the 2 countries. To rise above standard advertising chaos, they needed something as monumental and entertaining as the event itself. So they borrowed the city‘s dearest attraction, and converted it into an ambassador for their brand: a 60 meter high, 111 year old ferris wheel in the “Prater” amusement park in Vienna. It was the symbol of the UEFA Euro 2008, welcoming over 4 million visitors a year. A week before the final, adidas was declared by the press the winner of the UEFA Euro 2008 run among sports brands. Recognized by 30 % of the audience, against 12 % for the competitors, reporting an increase of 50 % in the football apparel sales and getting an extra 15 % of the market. They installed a 61 meter tall version of the world‘s # 1 goalkeeper, Petr Cech, with 8 arms spinning along the amusement park‘s ferris wheel. A landmark and a tourist attraction were joined to make an unbeatable goalkeeper you could take a ride with. To complete the experience, they spread thousands of 3D postcards as souvenirs, getting press and public to multiply the reach of the idea, and transforming the launch into a memorable event. Visible within a 2 km radius, it was seen live by over 1 million fans, doubling the number of tickets sold. 5 TV channels and over 25 newspapers, news agencies and portals were there to cover one piece of “advertising”. In a matter of hours, there were over 150 posts in 25 countries on the Internet. Major news titles such as BBC, Bild and USA Today, featured it in their print or online editions. It reached major Brazilian and Argentinean football news, but also the cover of the biggest Hungarian newspaper and Chinese TV.

Agency: TBWA\ Berlin, Germany.

IKEA "Bigger Storage Ideas"

Naturally German flats and appartments are full of messy corners. That's why IKEA produces practical boxes and drawers in all shapes and sizes for all storage needs. Targeted especially at people living in smaller appartments, Frankfurt IKEA asked them to promote their storage solutions with a really BIG outdoor idea. The spectacular three-dimensional installation had an extreme 'stopping power' for passers-by. So it was easy for the promotion people to distribute their catalogues and response-postcards. The idea was to play with the widely recognisable shapes and designs of the Ikea storage range and to put them into a new and surprising context. By redesigning the front of a whole appartment building in one of the busiest streets in Frankfurt with giant-size mock-ups of IKEA drawers and cardboard boxes they made two points: Gaining the highest level of attention and literally linking the product to where it belongs: small flats and appartments. All pedestrians, cyclists and drivers passing the street account for 12.000 contacts on a single day totalling 168.000 contacts within the 2 week promotion period. Local newspaper and ad press covered the promotion and visitors and sales at the two IKEA outlets in Frankfurt increased substantially. The postcard response rate was about 18%.

Agency: Ogilvy Frankfurt, Germany.

Komatsu "X-Treme Precision"

Komatsu, a major player in construction machinery & vehicles, is well known for its powerful, huge construction machines. In Belgium they have surprisingly few costumers. In fact, in Belgium, they are only 5 companies big enough to be key prospects. So, wich sort of mail can you do to only 5 companies. Komatsu wanted to increase the awareness of their range of precision machinery. They hired the Komatsu stuntteam. For their 5 key prospects they would do something they never tried before: send them a direct mail in envelope. This is how it works: prospect receives an envelope with nothing but a web link inside: www.komatsu.eu/nameoftheprospect. When he types this into his browser, a movie opens. In this movie he can see how the envelop he just opened is carried by a big Komatsu construction machine. The machine drives to his - clearly recognizable - company and drops the envelop in his mailbox. Pay off dear mister 'prospect', if you need extreme precision, just give us a call. All 5 key prospects are now good Komatsu clients. That's a 100% score.

Agency: Duval Guillaume Antwerp, Belgium.

Hornbach "House of Imagination"

Turn the Hornbach Home improvement Stores Imagination theme into a surprising direct marketing idea, that creates loyalty among the costumers and make Hornbach sexy among the non costumers. And tell once again that Hornbach is not just another low and even lower prices retail store chain but the ultimate sheriff in the world of DIY and Home Improvement. The buzz should come from the cultural center of Berlin and let people change the way they look at DIY and Hornbach in general . It's about creating something big. It showed in a clever and surprising way what you can create with simple building materials combined with fantasy and imagination. Though the exhibition went quite far from usual renovation schemes, the HOUSE OF IMAGINATION inspired the audience to start creating their own, wonderful world. Beside all this: from the very beginning HORNBACH made DIY, Renovation, Home improvement part of the POP Culture. The House of Imagination was just another proof. They founded the HOUSE OF IMAGINATION, an old empty apartment building in the middle of Berlin and asked 12 international artists to turn the standard living rooms provided into amazing, bizarre, fantastic experiences. The artists were sound designers, Kitsch enthusiats, interior designers, performance artists etc. Besides the interesting exhibition they installed a permanent night/ music club besides an avantgarde restaurant which turned the HOUSE OF IMAGINATION into a Place to be in Berlin. They aimed at a total of 10000 people during the two weeks. They aimed at another proof that there is only DIY Store Chain that matters. More than 2,000 people attended the official opening, which once again put Hornbach on the map of D.I.Y. and cultural life in general. The event drew attention worldwide and made Hornbach stand out from the massive field of competitors who usually focus on low prices. In total 18.000 people showed up to see the HOUSE OF IMAGINATION exhibition. Sales at the 11 Berlin Hornbach Stores increased by 30% shortly after the massive press echo and word of mouth.

Agency: Heimat Berlin, Germany.

Fisk Idag "Extinct Recipes"

Fisk Idag (Fish Today) is one of Sweden´s largest wholesale fishmongers, selling to restaurants all over the country. The debate about excess fishing and rouge fishing is affecting the industry and there are too many irresponsible suppliers. Fisk Idag decided to target their campaign at restaurants managers and explain their moral stand. And what potential customers could do to save the endangered fish. Rouge fishing leads to fish depletion. Without the fish, cooks can no longer cook. By tearing out fish recipes from the cookbook the recipient will be brutally awaken of what wwill happen if they do not change their behavior. Fisk Idag offers a solution and lots of good alternatives to the endangered fish. A cookbook with the fish recipes torned out, was sent out to Sweden´s best-known fishrestaurants. The torn out recipes was to symbolize the scary future. The accompanying letter explained that Fisk Idag has alternatives to the endangered fish. Together, Fisk Idag and their customers can change the future so that we can enjoy the recipes in the future. Today, 60% of the restaurants they sent out the book to are Fisk Idag´s customers. The company is continuing talks with all the recipients. Debates abound in the industry about overfishing and sustainable ecological alternatives.

Agency: ANR.BBDO Gothenburg, Sweden.

BBDO "World's first napkin book"

In German Advertising there is a lack of talented young copywriters. BBDO took up the challenge and started to recruit literature students as junior copywriters. The objective was to get job applications from an exciting, new source of talent. On the one hand the creative execution should come across as a spontaneous drawing on a napkin, done by somebody bored while he or she was having lunch at the cafeteria. While on the other hand, the self-drawn illustrations, with the handwritten typopgraphy, should show how much effort was put in producing this special medium for recruiting new Junior Copywriters at BBDO. In order to reach the literature students, they decided to scribble their message on a napkin. “The world’s first napkin book” was created. The students picked it up in the campus cafeteria along with their lunch. The napkin book celebrates love of the written word and how one can make it their profession. BBDO Düsseldorf received over a hundred job applications from interested, young literature students. This was 15 times greater than the previous months’ total applications. The agency was introduced to fresh talent who, without this promotion, never would have considered working in advertising.

Agency: BBDO Düsseldorf, Germany.

Saatchi & Saatchi "Assassin"

The brief was to create a viral for the ‘Saatchi & Saatchi New Directors Showcase 2008 - Call For Entries’ to be sent to production companies encouraging them to send in their hot new directors’ show reels for consideration for the Showcase. In the viral acclaimed director Chris Palmer who, whilst on the shoot of his latest masterpiece is brutally assassinated by a young guy who immediately takes over and begins directing the commercial himself. At the end a title appears: ‘WANT TO TAKE OVER? SUBMIT YOUR WORK FOR THE SAATCHI & SAATCHI NEW DIRECTORS’ SHOWCASE.’

Agency: Saatchi & Saatchi London, United Kingdom.

Mercedes-Benz "Stories in Oil"

All new Mercedes-Benz trucks are fitted with BlueTec® as a standard feature. This ground-breaking diesel technology guarantees low fuel consumption and ensures that the nitrogen oxide in the exhaust fumes is reduced by up to 80%. Their brief: To convince press multipliers and decision.-makers of the advantages of the new Mercedes-Benz Bluetec® technology. Because oil is a fossil fuel. And they told the story of precisely these fossils, to highlight the low consumption of BlueTec®. To convince specialist journalists and top decision–makers in logistics companies of the low fuel consumption of the new generation of BlueTec® engines, they wrote a series of short stories that give a completely new emotional charge to the topic of saving gas. They told the dramatic stories behind every single drop of fuel and took their readers to a land hundreds of millions of years before our time. The “Stories in oil” triggered an increase in reports about BlueTec in specialist journals and a 33% increase in test drives by the press. Furthermore Mercedes-Benz received numerous enquiries from people that had been contacted in writing, asking about a continuation and book with additional poems.

Agency: BBDO Stuttgart, Germany.

Gallows.

Their brief was to develop a communication strategy that would draw attention to capital punishment, and would support the Amnesty International stand in Frankfurt / Main, where volunteers collected signatures for petitions against capital punishment. Budget for execution: 4000,- €. This kind of creative execution brings the cruelty of capital punishment out into everyday life in a highly direct way. The sheer scope and immediacy of the impact was virtually impossible to ignore. They developed an installation in Frankfurt/Main. On the busiest street in the city they hung 20 gallows from streetlights – one for each person who is executed each day (according to official estimates). This kind of communication brings the cruelty of capital punishment out into everyday live in a highly direct way. Two banners across the street communicated the key messages to passers-by. To support the installation and to get more signatures against capital punishment, we also created a microsite from which people could download the petitions. In keeping with their client’s modest communication budget, their installation was highly cost effective: they achieve more than 40.000 visual contacts every day, also attracted TV and press reporting. More than 1 million contacts through TV and newspaper coverage. More than 20.000 petitions signed.

Agency: Leo Burnett Frankfurt, Germany.

Gerolsteiner "Change your name"

Gerolsteiner is the leading water brand in Germany. But it’s almost inexistent in Belgium. The brand didn’t communicate since years, the awareness was very low. They found out nobody in Belgium was named ‘Gerolsteiner’. So they launched a simple, but challenging competition: the first person who officially changes his name to ‘Gerolsteiner’ receives a Porsche 911. Gerolsteiner pays for all the administrative costs attached to officially changing your name. They urgently needed to do something about their brand name awareness, …and they took it quite literally. Gerolsteiner got huge exposure and enormous amounts of free publicity. Thousands subscribers wanted to change their name. The word was spread on the streets and so was the name of their brand. And altough the competition is still going on, the campaign already turned an unknown brand into a big … euh… name.

Agency: Mortierbrigade Brussels, Belgium.

AYGO "Car Dance Party"

Launch the special series AYGO Music with iPOD and Bluetooth connection to a target group from 16 to 25 years old. AYGO Car Dance party directly communicated the assets of the AYGO Music to the target group. All cars of Belgium became potential dance floors for a car dance party. Every participant became an advertiser for the AYGO music. The message was spread in a spontaneous, fun and never seen before way. AYGO Car Dance Party Belgium: a huge online contest with user generated content. The “superstars” Boris and Juri introduced the AYGO Car Dance Party choreography by TV, viral, emailing, online bannering, print, poster and radio. People were encouraged to do better than Boris and Juri, to film it and to post their video on GarageTV, the Belgian Youtube. That could be done at home, on a special Car Dance Party stand at the summer music festivals and on Belgian AYGO Car Dance tour all around the country. Participants with the highest rated got to the final, where a professional jury choose the best Car Dance Party during a live radio event. Far above all expectations. Car Dance Party became the summer hit in Belgium. The official Car Dance Party tune became a hit on parties and Belgian radio's. More than 2900 movies where posted in the first month only. More than 723.000 unique views in total. + 19% of the sales objectives of the AYGO Music.

Agency: Happiness Brussels, Belgium.

Office du tourisme Suisse “The snow arrived”

This car covered with lots of artificial snow drove around the streets of Paris to announce the early opening of the winter season. The agency did the same promotion for the opening of the winter season at Flims Laax Falera in 2006.

Agency: Spillmann/Felser/Leo Burnett, Switzerland.

Quiet Glover

Liga Contra el Cáncer "15,000"

The Peruvian League of fight against cancer, ask us to create a campaign for the no-smoker day in which they had to emphasis the damage that a person who smokes causes on his family, friends and all the people around him. Using 15,000 cigarettes butts, glued together one by one in an outdoor panel, level to the sidewalk, they dramatized the treat that cigarettes represent for a non-smoking person, in this case, a little girl. A month and half before the campaign, with the help of many volunteers, they were able to gather 15,000 cigarettes butts. An artist was in charge of pasting them together and to maintain the essence of the original idea, he painted the little girl in oil painting.

Agency: Ogilvy, Perú.

HSBC "Origamy"

A marketing stunt for HSBC Bank in Australia wasn't only cute but also gave people more information about the various banking services. They basically printed 5 original Origami instructions on the back of ATM receipts, something their customers may keep and talk about to their friends.

Guerrilla Communication

Endangered Wildlife Trust "Daily Extinction"

To dramatise the daily rate of species extinction and generate donations for the Endangered Wildlife Trust, we ran a series of strip ads in The Times newspaper. As the readers paged through the day’s events, the species continued to add up, ending with a sobering statistic and a call to action on the last page.

Agency: Lowe Bull Cape Town, South Africa.

Alzheimer's New Zealand "Blank Photos"

Playing off Alzheimer's main early indicator, memory loss, they used photographs to communicate the importance of detecting the symptoms. When people pick up their pictures from all major developing stores across New Zealand they would receive their pack of photographs but with an additional 10 blank photos put at the front to cause some momentary panic. After thumbing through these they would come to a print that has the message: the first thing you lose are your memories. For more information & support visit alzheimers.org.nz.

Agency: Colenso BBDO Auckland, New Zealand.

V Lemon "Screensaver"

Some people like the taste of regular V. While others prefer the taste of V Berry. There are some who love Sugar Free V. And others who'd rather drink V Black. And then there are some people who don't really like the taste of any of these flavours. So that's why V introduced new V lemon. Because we all have different tastes. And that's exactly what this flavour variant campaign celebrated... The fact that we are all different people, with a diverse range of tastes. As a part of the campaign this screensaver was created, wich they believed would appeal to their target market: 18 to 24 years olds males. It was a classic shot of a hot blond girl, in a bikini, posing on the hood of a hotted-up lemon sports car. Now who wouldn't like that? Well, funny enough some people don't. But that's ok. Because after 7 seconds, this hot blonde morphed into a leggy brunette. And for those who don't like leggy brunettes... well, you only have to wait another 7 seconds to see what would come next.

Check the screensaver here:
V Lemon Screensaver

Agency: Colenso BBDO Auckland, New Zealand.

Accenture India "Biplane Model"

Accenture wanted to leverage the 2-day NASSCOM HR Summit 2007, Mumbai showcasing Accenture's innovative HR practices. The agency was asked to design a communication piece that would drive footballs to Accenture's stall at venue, engage the delgates and deliver on Accenture's "Innovation in everything we do" promise. A biplane model made out of waste materials like discarded auto spark plug, ice cream sticks, nut-bolts, etc. was given away to delegates at the time of registration. The communication encouraged the recipients to participate in the "Spark Your Imagination" contest at the Accenture stall. A moderator at the stall handed out boxes containing waste materilas to the participants and helped them create their own models based on their imagination. The core message was " When you look beyond the obvious and innovate, the results can be amazing".

Agency: Wunderman Bangalore, India.

HSBC "Swimming Pool"

As the world's first carbon neutral bank, HSBC pursues environmental initiatives throughout its organization. The task at hand was to increase awareness of their website, www.globalwarmingsolutions.co.in, thus educating people on minimizing climate change in a less theoretical manner. They glued an arial view of a city to the base of a swimming pool. Consequently, shocked swimmers and onlookers witnessed how global warming could destroy our world someday. www.globalwarmingsolutions.co.in received 300% more hits in the subsequent days of the activity. They also observed increased registrations pledging support for the cause. The idea received widespread media coverage and word of mouth publicity.

Agency: Ogilvy & Mather Mumbai, India.

Quaker Oats "Food list"

Quaker Oats is a whole grain food, low in saturated fat and cholestorol, may reduce the risk of heart disease. The campaign target audience are housewives that shop and prepare their family meals. In Indonesia, the promotion tools closest to them are flyers and brochures containing pictures of products with their respective prices, commonly distributed by supermarkets and mini markets. These mailers are sent to neighborhoods and placed in mail boxes or clipped fences. The strategy is to use the conventional format of flyers to present information about cholestorol levels of various food normally found in a shopping list. The amounts of cholestorol content (presented in mg/100g of food serving) are camouflaged as food prices. A number of people are still unaware of the dangers of bad cholestorol accumulation in our bloodstream. Hence, this campaign is aimed at educating consumers about the cholestorol in various foods, and at the same time, promotion consumption of Quaker Oats to help lower cholestorol levels. At first, the housewives thought the mailers were the regular flyers from their mini market. As they read further, they were surprised to learn about the prices actually representing cholestorol content in various foods. They are now much more aware of wich foods are heart-healthy and wich are not and that might influence their food preferences in the future.

Agency: BBDO Jakarta, Indonesia.

Inspiration.

Throughout the ages, in the West, as well as in various other cultures around the world, women have always been encouraged to achieve an unrealistic state of 'ideal' beauty even in cases where it has been detrimental to their health. This is apparent in more extreme examples like the Victorian corset and Chinese foot binding. Women, it seems, are willing to suffer for the sake of beauty. Ninette van Kamp is interested in conveying this relationship through textiles, looking at seams and mark makings on the body in particular.

Check the site here:
Ninette van Kamp

Invisible Red

Golden Holidays "on-board cross-selling"

Golden Holidays consist of Malaysia Airlines packages that target the domestic market with attractive prices (flight + accomodation). The task was to cross-sell the packages to current passengers debunking the perception that traveling with Malaysia Airlines is expensive. Stickers were placed onto the pull-down meal tray on-board selected Malaysia Airlines domestic flights making the captive audience "feel" their next holiday.

Agency: Ogilvy & Mather Kuala Lumpur, Malaysia.

Santa Casa de Curitiba "Magnetic Billboard"

The preservation and vitalization program of the "Hospital Santa Casa de Curitiba" aims to implement a set of projects in order to preserve the historical and cultural patrimony, recuperate the buildings and improve the hospital equipment technology. With the purpose of concentrating donations and support to the hospital. It was developed a magnetic billboard that, besides asking for donations, functions as a collection place.

Agency: Bronx, Brazil.

Coke Zero "3-sided Table Football"

Coke Zero. Real Coca-Cola taste with zero sugar. If Coke Zero is possible anything is possible. Zero Table Football the 3-sided impossible version of the traditional game.

Agency: Leo Burnett Budapest, Hungary.

Neosaldina "Is Rio happy?"

Santa Clare Nitro do believe so and placed a giant panel in one of the most important avenues of Rio de Janeiro with the question "Is Rio Happy?" People can participate and send their votes - Yes or No - by SMS or web (www.orioestafeliz.com.br). The action is part of a croos media plan to Neosaldina, a brand of headache pills. According to the people's answers, the smile in brand symbol gets bigger or smaller every day. They launched the plan in october 1st and untill now it has an everage of 2.500 votes per day.

Agency: SantaClaraNitro São Paulo, Brazil.

WWF "Turtle Soup Bowls"

Indonesia is home to 6 out of 7 of the world's turtle species. Today however, less than 20% of the turtle populations remains. Every day, turtle eggs are stolen end eaten, turtles are killed and made into soup or satay, and turtle meat and shells are illegally exported to other countries. To attract attention to the issue of turtle conservation, WWF Indonesia staged a dramatic event in Kuta, Bali, during the Rip Curl Surf and Music Festival. Empty soup bowls were placed on the beach leading to the water, like turtle hatchlings making their way to the sea. Banners and other literature carrying simple facts regarding the treats faced by turtles were also available at the nearby WWF booth. The soup bowls attracted and extraordinary amount of interest. Spectators, both locals and foreigners, were literally stopped in their tracks by the innovative display. Questions were asked, photographs were taken, and news of the event has appeared on various blogs and websites. The success of this inexpensive display also means that WWF plans to replace it at various other such events in the future.

Agency: Advantage Advertising, Indonesia.

Pedigree "Puppy"

As the winner of JCDecaux’s innovate competition, Whybin\TBWA\TEQUILA, won $100,000 worth of media and production from JCDecaux for their client Pedigree. The winning entry created by Kara Grey at TEQUILA\, allows passers-by to play with and teach a ‘virtual puppy’. At these panels, the public are able to interact with the puppy and teach it new tricks such as throwing a Pedigree Dentabone and playing ball. The campaign then prompts people to visit puppy.com.au to obtain information including puppy training and advice.

Agency: Whybin\TBWA\TEQUILA, New Zealand.

TV2 Mission "Impossible III"

Mission Impossible 3 was coming to Blockbuster Tuesdays on TV2. So Saatchi & Saatchi New Zealand decided to take 'mission impossible' literally and give themselves impossible missions to promote it. This was one of those missions. Mission: 3:00pm Install advertisement in lion enclosure. Mission Log: Were informed that they hadn't been fed yet which explained roaring, growling and salivating. Putting the sign in enclosure was truly frightening.

Agency: Saatchi & Saatchi, New Zealand.

J&J Clean & Clear Morning Energy "Running Beds"

For the launch of the new J&J Clean & Clear Morning Energy in Brazil, five beds, each with a girl sleeping, running in several streets of Brazilian cities. Then the beds, with the phrase “Wake up your skin and awakens your beauty”, stop in front of different schools and colleges, where the teenagers wearing pijamas wake up.

Check the video here:
Running Beds

Agency: SantaClaraNitro São Paulo, Brazil.

Ultra Grocery Store "Fire"

Promote the opening of a brand new grocery store in Drammen, Norway's 6th biggest city. Make sure that the people of Drammen talks about Ultra. After the client approved the stunt, 5 meter tall letterswere constucted using industrial isopor. These letters were carefully installed on a 17 meter long barge. Strong light spots and a diesel aggregate made sure that the letters were lit up at night. The barge was sailed up and down the Drammen river, wich divedes the city center in two, at peak hours. On the evening of the opening a big pyro show emerged from the barge, lighting up the night sky of Drammen. At no time during the campaign week, the stunt was explained or adressed from Ultra's side. The convention in Norway when it comes to advertising a grocery store opening, is the countdown in the newspaper. 5 days left! 4 days left! Drammen is full of big grocery stores, competition is hard. Ultra wanted to make sure - 1. that not one single person in Drammen was unaware of its opening and - 2. position Ultra as different and more sophisticated. Therefore an unconventional promotion idea was needed. The people of Drammen love their river, it was never before been used as media. Ultra was quite confident that this promo would gain the necessary word of mouth value.

Agency: TBWA\Oslo, Norway.

Modern Shoe Hospital "Band Aid"

For 60 years, the Modern Shoe Hospital has been bringing weary footwear back to life. To remind people of their services, they placed sticky camouflaged band-aids on sidewalks in front of their store and outside local shoe shops. The band-aids conveniently stuck to the soles of pedestrians, reminding them there's a place to bring your "sick" shoes.

Agency: Target St. John's, Canada.

Playboy "Hot"

The Hot Ana Paula Tabalipa this October in Playboy.

Agency: Neogama/BBH São Paulo, Brazil.

Acid Survivors Trust International "Scarred"

Don’t let acid attack claim another victim. Acid attacks are a common form of violence that occurs in many South East Asian and African countries. This scary act leaves thousands of women scarred for life every year. We can’t heal their wounds, but we can definitely put a stop to acid violence. To find out how, visit www.asti.org.uk

Agency: JWT Dubai, UAE.

Nivea "Detour"

Promote the new shower gel Nivea Lemongrass & Oil, wich both refreshes and nourishes, to woman who are active in sports. With 13,000 participants, the Woman's Run in Switserland is by far the largest woman's sporting event in Europe. During this race, they positioned theirselves with detour signs just before different curves in the route, so as to give the runners and spectators the impression that thousands of sportswomen were running for the Nivea shower gel. A highly effective increase in publicity and a lot of sympathy gained from the target audience in just one only day. Nivea by far exceeded the sales targets for the first month.

Agency: DraftFCB Zurich, Switzerland.

FOX Crime "Sopranos"

Guerrilla stunt seen in the streets of Lisbon in order to communicate the Sopranos show, on FOX Crime. Violinists played tracks from the show to drivers sttoped in traffic lights, while italian gangsters (Soprano's style) placed "gun shots marks" in cars with the info of the new season.

Agency: Torke Lisbon, Portugal.

Meijer "Headless"

The Headless Horseman from "The Legend of Sleepy Hollow" was projected from a moving van onto buildings and structures throughout Chicago neighborhoods for four hours. From the Loop to Wrigleyville, a giant galloping horse made itself known to passers-by, drivers and office workers. Whenever the van came to a stop or idled in traffic, the digital horse reared back onto its hind legs, which then revealed copy inviting people to text Meijer that they had just seen the Headless Horseman. Several hundred text messages came in to Meijer during the four-hour run.

Check the video here:
Meijer Headless

Agency: Devito/Verdi, USA.

MTV Switch "Global warming"

Switch is MTV Networks International's Global Climate Change Campaign. They are always looking for ways to get people involved in the global warming issue and drive them to the the MTV Switch website, without necessarily using expensive media. To make people aware of the rising sea level because of global warming, they confronted them in an amusing way with a serious message using a floating board in the Amsterdam canals. This board seemed to be held by a submerged man with just his hands sticking out of the water. In reality it was two arms mounted on a small remote control submarine. The copy said: Global Warming. What's all the fuss about? Find out for yourself www.mtvswitch.org. Because of the massive positive feedback. MTV is not only looking to extend the promotion to other Dutch cities, but also to air it on TV.

Agency: OgilvyAction Amsterdam, The Netherlands.

Green Korea United "Quit Cutting"

Most people know that de-forestation is serious problem. However, the felling down have always seen through documentary, article, and other kinds of media indirectly. In other words, many people are aware of the seriousness, but cannot sympathize with it. The best way to get people's attention is showing a real story right before their eyes.

Agency: Daehong Communications Seoul, South Korea.

Tramontina "Eggs"

The idea was make an advertising magazine that stands out in a new way the benefits of tramontina's fry pan. They want to give to the traditional advertising magazine an add value that makes the brand interactive with the consummer and gives it a suprise.

Agency: Reskala y Asociados México City, Mexico.