Lion Nathan "TED696 Project"

Many Australian beer brands also offer their product in a larger-size “longneck” bottle. To grow their market and give their current customers this option, Tooheys Extra Dry (TED) wanted to launch their own longneck beer bottle – the TED 696ml. Their aim was to: 1) Launch the product (TED 696ml bottle). 2) Reach influencers - it's important for Tooheys Extra Dry (TED) to continue to be a creative, edgy brand. 3) Create interaction - they wanted to get people deeply involved with the brand, creating an ongoing dialogue. Ironically, the brown paper bag that all longneck bottles are sold in, covers the branding of the product inside, yet it has never before been used as an advertising medium. In Australia, longneck beer bottles are always sold in brown paper bags. Therefore if they could own this bag, they would own the category. So they launched the TED696 Project – a collaboration between TED and some of the world's best street artists to design a brown bag using the theme of ‘696’. They then opened the competition to the wider public. In the first eight weeks, over 500,000 longneck bottles of TED were sold representing $9 in sales for every $1 invested. The website received unique visits from 104 different countries, with each person spending an average of 9.5 minutes at the site. During the 5-week competition period, we received a cutting edge design every 84 minutes. MTV held a gala exhibition evening to announce the winning design. The exhibition is now touring nationally. The bag design competition was so successful that it is now an ongoing project, with submissions being printed and distributed throughout liquor stores around the entire country. Gold, Silver, Bronze Cannes Lions Direct Winner. Gold, Silver Cannes Lions Promo Winner & Bronze Cannes Lions Media Winner.

Agency: BMF Sydney, Australia.

Jewish Council "The Great Schlep"

Their assignment was to help Barack Obama win the Presidency of the United States by targeting voters in any key battleground state. Florida was such a key battleground state, and in 08’, it was up for grabs. An important voting group in Florida is its elderly Jews, but they were skeptical about Obama due to misinformation. So, in order to get elderly Jews to vote for Obama, they targeted the one group they’d listen to: Their grandchildren, and encouraged them to visit their grandparents in Florida to educate them about Obama. This intergenerational conversation was the key to their campaign: The Great Schlep. There are 400,000 elderly Jewish Voters in Florida, and like most elderly voters, the vast majority of them vote. This makes them a powerful voting block in Florida, and if Obama were to win a large percentage of them (despite their initial reservations) he’d win the election. In addition, since the majority of young Jews, like most young people in general, were Obama supporters, targeting them directly figured to be most effective. And besides, what Jewish grandparent wouldn’t want a visit form their beloved grandchild? They launched the campaign with a website aimed at inspiring, educating and connecting young Jewish people about the Great Schlep. The website consisted of Obama information/videos for viewing and sharing, a Great Schlep Facebook community component, talking points for engaging Jewish grandparents about Obama, and an online store with Schlep merchandise. In order to drive traffic to the website, they created a viral video about the Great Schlep. This video was seeded on a few video-sharing website sites, such as YouTube, and on the Great Schlep homepage. Their goal was to drive enough traffic to the website/Facebook group so as to create a movement with real political impact. Within a few weeks, The Great Schlep Facebook group had 25,000 members, and the Great Schlep talking points had been downloaded 1.2 million times. The Great Schlep was featured in every major American newspaper and on all major television stations. Networks such as CNN and ABC followed “Schleppers” to Florida from all over the country. The Great Schlep video featuring Sarah Silverman was hosted on thousands of blogs gaining more than 4 million views. The Great Schlep campaign received 342 million media impressions. On Election Day, Obama received the highest percentage of Florida’s Jewish voters in 30 years, and won Florida by 3 points. (Source: Optimedia) Gold Cannes Lions Direct Winner.

Agency: Groga5 New York, USA.

Conect "Village where nothing ever happens"

Pay TV Thematic channels have spent 20 years running advertising campaigns talking about its advertising efficiency. On 2008, they were looking for a different reaction. It was time to stop talking about efficiency and they decided to demonstrate it unequivocally through a real exercise involving four steps: 1) Choose an unknown and never-advertised-on-TV product. 2) Launch an advertising campaign only on Pay TV, with a clear call to action to the product and its website. 3) Measure variables (knowledge, awareness, traffic, sales) before, during and after. 4) Accredit Pay TV for the experiment’s efficiency and announce it to the market. The chosen product was Miravete de la Sierra: A tiny village with amiable people, on Sierra de Lastra, Maestrazgo County, Province of Teruel. Its 12 inhabitants became the stars in a real tourism campaign as if it were a much bigger and important city. Few weeks later, Miravete became a media and tourist phenomenon, attracting plenty of tourists and journalists. Since Pay TV was the only media channel involved, its role was direct and unquestionable. Subsequently, the “Miravete Case Study” was elaborated and detailed results were presented to media and advertisers in order to communicate the efficiency of Pay TV. They headed for a challenge: Create a different, unexpected tourism campaign. Amidst tourism campaigns that bear a huge offer of activities, they chose to invite people to do nothing: HERE NOTHING EVER HAPPENS HOW LONG HAS IT BEEN SINCE NOTHING HAPPENS TO YOU? Come to MIRAVETE www.thevillagewherenothingeverhappens.com Four TV Spots starred by its 12 inhabitants invited the viewers to the village and its website, which included: a. 3D virtual tour b. Reservation office c. Donations: Buying tiles to restore the Church d. Merchandising: Doll replicas of the inhabitants, ringtones, screensavers. e. Advergaming of the village’s most common activity: Goat milking. - Amidst the crisis, the thematic channels increased their advertising market share a 5.05% (value) and maintained its volume (seconds) against a decline of a 7,5% of general TV Stations. (Infoadex/Sofres); - 517,000 web visits; - Estimated Publicity: 574.540€; - Awareness: 498% increase, before 390.840, after 1.568.700 (IMOP); - Recall: 56% (CIMEC); - 10 times more visits than turismosevilla.org, Bilbao.net (Nielsen Netratings); - 650 links and references (YouTube, Facebook) (Infometrics); - The two village bed and breakfast booked solid for four months. 2x Gold, Silver Cannes Lions Direct Winner & 2 Silver, Bronze Cannes Lions Promo Winner.

Agency: Shackleton Madrid, Spain.

OVK "Let it Ring"

Calling and driving is responsible for more and more accidents a year in Belgium. OVK – Parents of Child Road Victims – wanted to make people aware of the danger. For people who’ve never experienced a road accident, calling and driving doesn’t seem something harmful. They wanted people to experience the direct consequences of their actions. An accident is always unexpected; therefore they chose an unexpected way to communicate their message. Through a partnership with Belgium’s most used video sharing website, GarageTV, we turned what seemed a normal internet video into an interactive experience. On the website www.letitring.be, anyone can send this video to their friends, by giving their e-mail address and cell phone number. Their friend receives an e-mail with a link suggestion to what seems a typical internet movie. What his friend doesn’t know, is that he is playing the main part in it. When he is watching the video, his cell phone starts ringing. If he picks up, he generates an accident in the viral movie. People saw the direct consequences of their actions, and they made them remember one message: Let it ring... They got the attention of thousands of persons, in only two weeks after launch. Numerous newspapers and blogs spread the message. And the campaign is still running... 2x Gold Cannes Lions Direct Winner & Gold Cannes Lions Promo Winner.

Agency: Happiness Brussels, Belgium.

Axion "Banner Concerts"

Axion, Dexia’s youth bank, has always supported youngsters between 12 and 25 years old in all aspects of their lives. As an ever increasing number of young bands are striving -in vain- for MySpace-fame and at a time when the international music industry is struggling to survive, Axion decided it was time to give young music bands a little push, financially and logistically. Axion, Dexia’s youth bank, has always supported youngsters between 12 and 25 years old in all aspects of their lives. As an ever increasing number of young bands are striving -in vain- for MySpace-fame and at a time when the international music industry is struggling to survive, Axion decided it was time to give young music bands a little push, financially and logistically. Via the banner concerts the young bands got a lot more exposure than if they had only used their MySpace pages. Axion introduced an internet-first: “Axion Banner Concerts”, streaming live-gigs in the frame of traditional banners. They booked an impressive media-plan on popular websites and organised a contest to select 25 young, up-coming bands to play a concert in these 6 million banners. They also installed a voting system for the public to elect a winner who will get a real gig at Ancienne Belgique, one of Belgium’s biggest concert halls with live streaming on their web TV-channel. This motivated the competing bands to embed their banner concert in their fan’s blogs and social network pages, giving their music even more exposure. This innovative campaign was not only a creative and technological showcase, foremost it connected Axion youth bank on a profound level with the needs of today’s young musicians. - 25 young bands got an exposure for their live-gig via 6.807.442 banner impressions on well-known internet sites; - By providing an “embed”-option, we generated another 43.479 impressions via viral embeddings on fan pages and blogs. Some of these generated more than 20% click-through; - The campaign website attracted 44.845 unique visitors, 7.581 people voted for their favourite band (a majority voted by premium SMS instead of free web-vote). 2x Gold Cannes Lions Direct Winner.

Agency: Boondoggle Leuven, Belgium.

Direct Agency of the Year.

This award is given to the agency 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. Cumminsnitro, Brisbane
3. Goss, Gothenburg
3. Happiness, Brussels
3. Lukas Lindeman Rosinski, Hamburg

Grand Prix Cannes Lions Direct "Best job in the world"

The target audience were new customers, with a vague awareness of the Great Barrier Reef (and Australia), but no awareness of the islands. Their goal was to raise international awareness of the Islands of the Great Barrier Reef (a new brand for Tourism Queensland) and transform a popular day-trip destination into an international tourist’s dream holiday. Classified press ads, a PR campaign, in-store posters, online recruitment listings and display ads worked together to drive traffic to the website. Visiting and engaging with the website would drive visitation to the islands in the long term. The best aspect of ‘The Best Job in the World’ is its location, and although the generous salary is appealing, the real reward is in spending six months living above the reef and exploring the region. The ‘Best Job in the World’ idea was born out of the brand’s positioning – Life Above and provokes Global Experience Seekers to engage with a unique brand asset – the Great Barrier Reef. This would be one of the only integrated international recruitment campaigns, and the only recruitment campaign used to launch a tourism brand. They tapped into a universal desire and created a job that sounded too good to be true - anyone from anywhere in the world could apply. The Islands Caretaker role is a completely genuine employment opportunity within Tourism Queensland, living on the Islands of the Great Barrier Reef and reporting back to the world. To apply, candidates had to create a persuasive and entertaining video application demonstrating their knowledge of the region. Tourism Queensland wanted to achieve 14,000 application videos from 8 key markets, plus news coverage in mass media and popular social networking sites. No single tourism campaign (and potentially no single campaign) has ever had such a significant global reach across the spectrum of media and generated such a high volume and highly impassioned response from consumers. - 34,684 applicants from 201* countries created 610 hours of video content which passionately promotes our product. - Over 450,000 votes for the Wild Card applicant. - In 56 days islandreefjob.com had 6,849,504 visits, 47,548,514 page views with an average of 8.62 minutes spent on the site. - Media coverage has been estimated at over $US100M from a campaign budget of $US1.2M. *Value of media coverage estimated by Tourism Queensland, as at 19/3/09. **Web-coded countries (only 195 countries are recognised by the UN). Grand Prix Lions Direct Winner and 2 Gold Lions Direct Winner.

Agency: Cumminsnitro Brisbane, Australia.

ACAT campaign against torture "Back of seats"

Victims are people just like you and me. acat.ch Christian campaign to abloish torture.

Agency: Advico Y&R Zurich, Switzerland.

WorkSafe Victoria "Body-O-Matic"

Unfortunately, there’s no easy fix when it comes to work place incidents. There are no panel beaters, precision painters, restorations or cheap and readily available replacement body parts. When you damage your body in a serious work place incident, the injury is for life. To highlight the consequences of poor work safety practices, WorkSafe Victoria brought to life the terrifying nature of work place incidents with this striking installation. A vending machine designed to sell spare body parts. The Body-O-Matic.

Agency: Lifelounge Melbourne, Australia.

CCCP restaurant "Flaming letter"

The restaurants featuring nostalgia for soviet time grwe in number. Many CCCP clients turned to other places. CCCP got renewed. How to make the ex-attendants come and see the transformation? The re-opening fell on November, 7 the anniversary of Revolution organized by Lenin. Therefore they suggested holding theme cocktail parties. To CCCP ex-clients they sent letters written in milk wich clould be read after warming the paper by open fire. Lenin used that technique to write messages out of prison. Over 75% of those invited visited the restaurant during promo period and many became CCCP regular clients again.

Agency: Voskhod Yekaterinburg, Russia.

MediMax "Shave on the go"

They were asked to show how MediMax carries Braun PocketGo shavers in an interesting and memorable way. Stickers were positioned on the floors of busses and trams within the joints seperating the cars of each section. When the bus or tram made any changes in direction, the shaver moved up and down wich made the shaver look as if it were shaving the face. This fun and engaging idea increased sales by 17% and created a citywide buzz.

Agency: BBDO Dusseldorf, Germany.

Directski "Skier"

Directski asked them to create an ambient campaign to promote their winter ski holidays reaching their target merket in an untraditional way. They developed a windscreen flyer and targeted the carparks of dry ski slopes and holidays expos. They also targeted urban streets near adventure sports and ski shops. They placed theses flyers on the windscreens for a week at the start of the winter. In the morning the frosted/snowed upon windscreens would become like ski slopes. In approaching the vehicle, the image of the skier, wich was die cut and bent at an angle, would appear to be skiing down the windscreen. Encouraging the person to engage with it by picking it up to investigate.

Agency: bloom Dublin, Ireland.

Parodontax "Crime Scene"

The brief was to educate people that gum bleeding is a serious problem and can lead to losing teeth. Introduce Paradontax as preventive toothpaste for this problem. They create a miniature crime-scene where the outline of a murdered tooth is framed by the well-known Crime Scene band.

Agency: Grey Budapest, Hungary.

SOSrainforests.com "Interactive stickers"

Stickers were developed by Zoopropaganda Basil to be used on light switches in enterprises, schools and offices in order to save energy and help decreasing global heating effects.

Agency: Zoopropaganda, Brazil.

Reporters Without Borders "War Reporter 3D"

Now journalists don't need to risk their lives collecting photographs in war zones, the Army's already done everything for them! In today's world conflicts, the military prevents journalists from reporting from combat zones and controls all information released to them. To denounche this military control they created the "War Reporter 3D", a toy camera with idealized military pictures inside. On May 3rd - World Press Freedom Day - 300 journalists receive a "War Reporter 3D" package to generate PR fallouts in the media (press columns, TV shows, radio). On the same day RSF Secretary General interviewed on Frensh TV uses the "War Reporter 3D" as a trick to focus attention on the issue.

Agency: Saatchi & Saatchi Paris, France.

Jimmy Channel "The two-way mirror"

To introduce the TV show "The Practice" a two-way mirror effect was created in the restrooms of movie theatres.

Agency: Marcel Paris, France.

Grey "Lite"

Grey Amsterdam has launched a new service, Grey Lite, to support clients through a tough financial year, with the help of the world’s smallest website. The Grey Lite service offers ‘small jobs, small prices’ to clients who are looking for extra-fast, extra-value services with the built-in high quality standards they have come to expect from Grey Amsterdam. To reflect the philosophy that good things can come in small packages, the service is launched with a website www.greylite.nl so small you need a magnifying glass to view it. The supporting direct mail campaign involves a brochure no bigger than a postage stamp - and the essential accompanying magnifying glass.

Agency: Grey Amsterdam, The Netherlands.

B

Wonderbra "Button"

The bief was to develop an integrated campaign to grow awareness around the Wonderbra brand. The idea is very simple: if a woman wears a Wonderbra and a blouse it could happen that a button pops out and hit someone. From this concept, they realized a viral ad that they split in two (teaser and full version), a special promocard, a mini website (www.wonderbrabutton.it) based on UGS and a fan page on facebook. All these operations work in synergy to spread the concept on all the media involved.

Agency: Leagas Delaney Milan, Italy.

Donghua University Art Design Institute.

Donghua University Art Design Institute plans to emphasize their distinguished capability in art instructions. They expect to encourage art lovers to step into the art palace without hesitation and mastering the art of painting. If animals can become masters, so can you! Seek out anyone's potentail for art. Painters: Earthworms, Flourweevil, Loach, Tortoise. Tools: environmental-friendly non-toxic inorganic pigments. During the painting progress, all animals were not exposed to any poisonous material. They held an exhibition in the art gallery - 2009 Shanghai Watercolor Painting Exhibition. More than 5000 people have seen it. During the activities, the number of training enrollment of the institute grew by 11%.

Agency: HanTang Communications Group Shanghai, China.

Leader Clothing Store "T-shirt Calendar"

The brief was to create Leader's 2009 Calendar. Leader is a fashion store, and from this concept the idea of transforming the calendar into fashion came to light, so that people could wear it. Bringing the concept "With Leader you are well dressed the entire year". In spite of the limited number of calendars, people started looking for Leader's shirts with the designs on the calendar, allowing the shirts become part of the store's fashion line.

Agency: Matosgrey São Paulo, Brazil.

Läkarmissionen "A letter that is difficult to read"

Läkarmissionen is a Swedish charity organisation that has founded WebaidShop.se, a webshop where you can buy for example; school meterial for children, a delivery in a hospital or an ox to a poor family. The letter focuses one one of the products you can buy in the webshop - school material for children in Brazil. The idea is simple: if you don't have a real paper to write on you take whatever you can find. A piece of carton for example. The problem is that it's very difficult to write on. Instead of just telling, they show what the conditions are for many children around the world that are learning how to write. Their ambition is that once you visit the website you will see all the diffrerent products that WebaidShop offer and understand how easy it is to help people in need. The letter was sent to both private persons and companies in Sweden.

Agency: Spenat Karlstad, Sweden.

The Economist "Bulls"

This installation of mechanical bulls was set up in Dallas, Texas over a 3 day period as a commentary on the state of the economy. Thousands of people saw (and in many cases) rode the bulls. The event capetured the attention of the Dallas media via several newspapers and newscasts.

Agency: BBDO New York, USA.

Save Our Seas "Warning"

100 million sharks are slaughtered by humans every year. By comparison, only 4 humans are attacked. This begs the question: Who is the real predator? They devised a warning sign for their client. It was stuck on the Two Oceans Aquarium shark tank and warned of the predators byond this point. However, it was printed "backwards" so that the warning was actually for the sharks. An overwhelming response from international and local visitors to date with international rollout planned.

Agency: Saatchi & Saatchi Cape Town, South Africa.

Wordsworth Books "3D flyer"

Get consumers to walk into Wordsworth Bookstores and not their biggest competitor located in the same shopping mall. Using augmented reality technology, they illustrated how Wordsworth books bring stores to life. After entering a partnership with the iMac store, opposite their client's store in the mall, they handed out flyers to consumers, wich were "torn out pages" from Wordsworth books, that when held up to the Macs' webcams became animated. 3-Dimensional depictions of the words. Consumers loved how the page came to life, Wordsworth Books reported increased traffic in their stores for the duration of the promotion.

Agency: Saatchi & Saatchi Cape Town, South Africa.

Inspiration.

The artist Lacey Jane Roberts knits punk wool fences, transforming a hard and agressive object with soft and colorful material.

Via

Sexy Clube "The Don't Get Caught Mirror"

Sexy Clube, one of Brazil's top adult entertainment websites, wanted customers to renew their annual subscription. They developed a rearview mirror that fits the computer monitors and delivered it to their customers at home. This solved a major issue in their lives: to get gaught when watching adult content. Sexy Clube's contact center received hundreds of emails with compliments and thankful messages. Besides that, many blogs mentioned this as an innovative way of reaching adult content consumers. The number of resubscribers raised 23% compared to the same month of the year before.

Agency: DM9DDB, Brazil.

Kangaroo Cabs "Magic Mirror"

To promote the service of a cab company, in bars and clubs. The message they wanted to communicate was have fun but keep in mind the dangers of drunk driving. Making sure that their communication has no impact on liquor sales of the barclub was another challenge. The solution was the "magic mirror" wich hung in rest rooms. It like any ordinary mirror but transformed its image when a person went closer to it. The picture of a person who has met with an accident would appear with the message "take a cab" and the contact number of the cab company.

Agency: Saatchi & Saatchi, Sri Lanka.

Toyota Prius "Driving license"

Because Prius vehicles are brought into the country in very limited numbers, Toyota felt it was implausible to promote the new generation Prius in mass media. They were therefore asked to target a very specific group of people who already own the previous generation Prius. They decided this would be best achieved through the use of a hand couriered direct mailer. The new generation Prius has a very unique feature called intelligent park assist. The system allows the car to quite literally park itself, without any human intervention. In short, when it comes to parking, the car is in the driving seat. To promote this revolutionary feature, they produced driving licence's that were issued to the new Prius, and sent them to the existing Toyota database of Prius owners. Altough the next generation Prius is only arriving on their shores towards the latter part of the year, the majority of current Prius owners who received the licence cards have already placed their names on the test drive register for the new Prius.

Agency: DraftFCB Johannesburg, South Africa.

Fiat 500C "Happy Drive"

Fiat 500 was lounched yesterday in France with an unnusual test-drive: using Google Street View, it's possible to drive it around Paris, London, NY an other cities.

Check the site here:
Fiat 500C Test Drive

Via

Nissan "Cinema Ceiling"

Nissan required a regional tool in order to increase the numbers of testdrives for its Nissan Micra C+C Convertible and by doing so increase the sales volume as well. In order to get the right feeling of driving a convertible they went to a place where their audience was highly concentrated and in the right mood for an unseen commercial. A commercial that wasn't just shown on the cinema screen but un the cinema ceiling. By doing so they were certain to deliver the right message at the right moment: "convertible-feeling for everyone!" An increase in Nissan Micra C+C test drives by 19.2%

Agency: TBWA\Dusseldorf, Germany.

Victoria Bug Zoo.

The Victoria Bug Zoo is all about experiencing the world of insects and spiders. This TSA, made from a plastic sheet with hundreds of small magnifying lenses, allowed passersby to see through a bug’s eyes.

Agency: Rethink Vancouver, Canada.

Ministry of Health "Clogged straw"

Coronary diseases are the main cause of death in Portugal. More than 37,000 deaths every year in a country with a population of only 10 million people. High blood cholestorol is a big risk factor. Secretly replace regular straws of some selected fast-food restaurants around the country for clogged ones, simulating the effect of an artery blocked by cholestorol. By trying to use them and not being able to, customers would then look at them and discover the message written along the side: "High blood cholesterol will do the same to your arteries. Watch what you eat. Ministry of health".

Agency: Fischer Lisbon, Portugal.

Inspiration.

Improv Everywhere picked a random couple getting married at the City Clerk’s Office in Manhattan and threw them a surprise wedding reception. The couple was treated to dancing, toasts, cake, and gifts, all with complete strangers.

Check the video here:
Surprise Wedding Reception

Picta "Natural colors"

Picta, a craftsman company specialised in interior finish, decoration and design, sent this direct mailing to promote the use of natural colors: more beautiful, brighter, safer for health and friendly to the environment because these colors are not toxic at all.

Agency: Picta Milan, Italy.

Iniciativa Verde "Reflect"

How a cityscape poster can prevent global warming. Created to look like cityscape posters, they were made to appear at first sight to be an exact reproduction of the scene photographed and blend in perfectly with the environment. As a guerrilla ad piece at first it is seen as a normal poster but then afterwards its real message becomes apparent.

Agency: Loducca, Brazil.

Nokia "Files everywhere"

They developed a very unique and simple ambient concept to target young students in and around Sydney university campuses to increase awareness of Ovi as Nokia’s service platform which allows you to access your files anytime, anywhere.

Agency: JWT Sydney, Australia.

Action Medeor e.V. "Truck"

The goal was to develop a truck design that picks up the idea of the current campaign "Help in a package". The simulated three-dimensional graphic suggests that there is still room for your help. The truck drive 100.000 km (62.000 Miles) a year, most of it on highways. So the view of the simulated 3-D graphic is perfect for the situation. The truck is on the road since january 2009. Since then it had great exposure in national and local press.

Agency: AUFBRUCH Dusseldorf, Germany.

Tüm Abbruch demolition company "Push Puppet"

The task was to create a direct mailing for the demolition company Tüm Abbruch to drive awareness and generate new business contacts. They created a "push puppet" building that dramatized Tüm Abbruch's core business in a very immediate, playful and memorable way. Due to long planning times in this sector they had to find an approach that "cut through" and guaranteed high recall rates. The results were outstanding. Overall 13,5% of the recipients responded via mail or direct phone calls. Most of them wanted an additional piece for their colleagues. New business targets were fully met.

Agency: Saatchi & Saatchi X, Germany.

Luxembourg Government "Human trading"

Every year, 2,450,000 people become victims of human trafficking, of whom 92% end up being used for sex. 98% of the victims used by the sex industry are woman and children! (source OIT,2006) Following on from a press and poster campaign, real meat trays were placed in the butchery sections of supermarkets, in amongst cuts of meat. At the point of purchase, consumers were directly faced with the fact that prostitutes are the victims of the trade in human flesh.

Agency: Mikado Publicis, Luxembourg.

Kleenex "Tree"

Kleenex found a new way to distribute samples: they wraped a tree outside Sidney's Museum of Contemporary Art with silk. The flowers on the tree were actualy samples of the product and promoters would envite people to take a flower.

Check the video here:
The Tissue Tree

DEUS digital campaign.

How do you launch a TV series for teens, about an A.I. computer program gone wild? You create it in real life! This is what we did with "yes" satellite TV's series DEUS. Stage 1: First they invited teens to enter a sweepstakes by filling out a form with personal data, while secretly installing a cookie file in their computer. Stage 2: 2 weeks later, DEUS came to life: using the hidden cookie file, they surprised them with personalized banner ads wich seemed to know their birthdays, hobbies, schools and even best friends' names - in the same way DEUS knows everything about the teens in the series. These messages created panic in the Israeli web: forums and blogs discussed about the hacker who accessed their info. Warning emails were spread, and popular websites got thousands of emails and phone calls from worried parents. Stage 3: A week later, personalized banners were online again, this time revealing the campaign for the new series DEUS. The campaign was a huge success. It was widely discussed, the first episode brought record TV ratings for "yes" and the series became one of the most watched ever among teenagers.

Check the campaign here:
DEUS digital campaign

Agency: McCann Digital, Israel.

Cadbury’s Creme Egg Twisted.

CMW unveils its new ‘Goo on the Loose’ campaign for the Creme Egg Twisted bar – the chaotic brother to the Cadbury Creme Egg. Activity begins with a direct mail ‘security strongbox’ sent to hardcore ‘Goo’ fans – who talk about the brand on social networking sites. The strongbox carries Twisted bars, however the recipient will spot an empty wrapper amongst the bars and a hole in the bottom where one has escaped. The recipient is then challenged to become an agent of the CIA (Cadbury’s Intelligence Agency) and track down the escaped bars. Online advertising of the Twisted bar creating mayhem will also direct potential agents to the site. Have a look: www.cremeeggtwisted.com

Agency: CMW, London, United Kingdom.

Commercial Trader "Harvested mat"

Due to a lack of space, Commercial Trader's application to attend the NAMPO Agricultural Trade Show was unsuccessful. Commercial Trader asked us to give them brand presence around the trade show in a way that would not create conflict with the organisers of the event. The NAMPO Agricultural Trade Show is attended by over 35.000 farmers from all over South Africa, so they decided to target the Bed & Breakfasts surrounding the show. They received permission from the B&Bs to place welcome mats outside bedroom doors. Each mat had a section shaved out of it, and a tractor strategically placed so that it looked like the tractor had harvested the mat. A copy of the Commercial Trader was left on the mat for the farmers to take home. Commercial Trader got to welcome the farmers before they'd even attended the event. Furthermore, those farmers now had the resource to find all the tractors and machinery they would encounter.

Agency: TBWA\Tequila Johannesburg, South Africa.

Citrosodina-Bayer "Yo-Yo"

The promotion was to support a new positioning for Citrosodina: an easygoing digestion facilitator. Of course, Citrosodina has always been perceived as a medicine, though with a pleasant taste and some fun coming from its effervescence. This playful character has been communicated on the label of a hamburger yo-yo giveaway. These funny giveaways have been displayed in pharmacies and given to consumers buying the product.

Agency: JWT Milan, Italy.

Inspiration.

Mentalgassi is a German street art collective that covers urban objects with photographic wheatpastes. Here are some photos of public recycling bins.

Check the site here:
Mentalgassi

Aids Afria Solidarity Fund "Clocks"

At a set time, twice a day, the hands of these clocks mechanisms come together and align to form a sentence, delivering the following message' Every 12 hours in Africa, over 2000 people die from AIDS because they have no access to care".

Agency: BETC Euro RSCG Paris, France.

RPC TV "Flag"

During the regional soccer classic Atletiba (CAP X CORITIBA), a special flag, manufactured in canvas, with transparency in the centre, was simulating a TV, that was stretched by the stadium present supporters. The flag also spreads the RPC slogan that is: "Your life passes here". The action happened in the beginning of the game and was transmitted live for the whole state of Paraná. More than 1 million persons accompanied the action on the tv, besides the 20 thousand persons who were in the stadium.

Agency: Beats, Brazil.