Very Happy 2007!

Directdaily goes on vacation until first days of January. Cheers!

Consignit "Recruiment Ad"

Consignit is a leading European IT services and consulting company. When Consignit were hiring, they wished to do two things: 1) Get new personnel with a lot of work experience, and 2) Letting everybody know that they are the number one agency in the game. They publish a letter of resignation, pre-written for professionals to use. The ad, was sent out to employees at competing agencies, together with the trade magazine it was published in.

Agency: GOSS Gothenburg, Sweden.

Clear "Anti-dandruff shampoo"

Ambient stunt for Clear anti-dandruff shampoo.

Agency: Lowe & Partners, Kuala Lumpur.

Wilson "Stuck Ball"

To promote Wilson’s new high-tech Code tennis rackets, which, by employing the revolutionary nCode technology, are capable of delivering 22% more power to users. Tennis ball halves were stuck onto adhesive sheets and mounted on walls. The balls looked as if they’d been embedded in the wall by the exceptional force of a serve or forehand, dramatizing the effectiveness of the rackets and driving it home with the message, “22% more power. The nCode racket from Wilson.”

Agency: Publicis, Switzerland.

S.Pellegrino "Water Codex"

S.Pellegrino and Acqua Panna have created a new way of perceiving water. The goal is to classify the information about water, much like what has been done with wine. Recently, people have come to know much more about wine, so much so that today, when dining out, a customer will order a specific brand of wine rather than simply asking for a generic white or red. Books that describe and “teach”about water: its flavour,the ways to keep and serve it and codifying its taste.

Agency: Besanopoli, Italy.

Goodyear "RunOnFlat Knife"

The brief was to support the launch of the new Run on Flat tyre, increase awareness of Goodyear and drives sales. They were briefed to develop an integrated campaign with in-store POS and ambient activity. They wanted to communicate the proposition of a tyre that keeps on going after a puncture, in an intriguing and unusual way. Most communications surrounding the launch of a new tyre are only in dealerships, however we wanted to expose a wider audience to Goodyear. They created a fake plastic knife that was placed onto the wheel arches of cars using suction pads giving the impression that the knife tip was embedded into the tyre. (This was attention-grabbingly real from 2m or more.) The ROF knife was distributed in car parks and around the vicinity of dealerships.

Agency: Claydon Heeley, United Kingdom.

Pedigree "Doggy Style"

The aim was to establish a new dog food product in the market which is specifically created for puppies, while staying true to Pedigree´s proposition 'For the love of Dogs'. The most influential opinion leaders regarding all things 'dog' related are, without a doubt, dog breeders. And since they make a living in the 'dog reproduction business', obviously the thing that matters most to them, are puppies. In order to win them over for our new product we created the 'Doggy Style Magazine'. The Pedigree way of pushing 'puppy-production'. And there fore our sales.

Agency: TBWA\Germany, Berlin.

Humanomed "X-Ray"

With Humanomed operators of health institutions can manage patients’ data easily and quickly – with only one click. With Humanomed one simple click is enough for the management of patients’ data. With other software solutions you have to click your way through countless subpages. This fact is being exaggerated and medically depicted: An x-ray shows a broken finger joint – caused by too much clicking.

Agency: OgilvyOne Worldwide, Austria.

Deutsche Post "Painting by Numbers"

To raise awareness of the new German post code register among corporate clients of Deutsche Post, and to increase sales. How can a dry set of codes be made attractive and exciting to an audience that sees it as a boring, mundane tool? The answer comes in the form of a Little Book which provides a new way of looking at post codes. It invites the user to play around with the contents of the new post code register.

Agency: BBDO, Germany.

TDC "Nothing To Hide"

To create curiosity and draw attention to the website. Due to increased price-pressure TDC wanted the clients to understand that TDC tells it like it is and wanted to inform the potential customers about all that TDC delivers rather that only a price. The message is simple. They have no hidden agenda. That reflects in their Direct Marketing who is transparent. You won’t find any demands in small print when you turn the paper. Translation: For the first time ever! A broadband contract without any hidden agendas. We have no hidden starting fee. No hidden binding time. And no hidden agenda. (Followed by product message).

Agency: DDB Stockholm, Sweden.

Guinness "Coaster"

Another example of smart, non traditional thinking in the "Good Things Come to Those Who Wait" campaign. And what's interesting, too, is how this bar coaster works exclusively with a Guinness (or a dark stout).

Agency: Abbott Mead Vickers BBDO, United Kingdom.

Swahili African Restaurant "Place Mat"

Place Mat in "Swahili" African Restaurant. Very nice use of media.

Agency: Publicis Salles Norton, Brazil.

Alexander Bayer "Asylum Application"

Commercial photographer Alexander Bayer from Vision Studios in Balgach has received several national and international awards. In addition to local ad agencies, well-known ad agencies in Zurich can now also benefit from this because, unfortunately, until now this photographer has been mainly working with regional advertising agencies who can transform few really large ideas. In order to stand out from the approximately 2000 Swiss photographers and not to contend for great campaigns with a dull photo album, thought was given to the differentiation and a unique acquisition tool was created. The idea is based on origin – all employees at Vision Studios, including the manager, are very well-educated photo professionals who may well be working in Switzerland but they all come from Austria. Thus, an application for asylum for the national accredited Austrian master photographer Alexander Bayer was created. The references were processed into one passport. With this package an audience with the Art Director of a well-known Swiss advertising agency was requested.

Agency: AGENTUR AM FLUGHAFEN, Switserland.

Volkswagen "Reassuringly Safe"

The Polo is reassuringly safe. That is also the claim of the current campaign. The task was to quickly communicate or even better to make the aspects of reassuring safety and the outstanding safety concept of the Polo tangible. Aim of this action was to evoke the wish to test drive the Polo. The target group consisted of young men and women between 25 and 39. With the “Knautsch-Polo” we made the reassuring aspect as well as the safety concept touchable. Because on the one hand the “Knautsch-Polo” is a so called “anti stress-ball” that can be squeezed for relaxation, and on the other hand it always goes back to its original form and hence is unbreakable – just like the Polo.

Agency: Tribal DDB, Germany.

BMW "Nightvision"

Invite potential BMW 7 Series drivers to take a test drive. Market research had found out that BMW 7 Series drivers have a passion for innovative technologies. Which is why we did not focus on the BMW 7 Series itself, but rather on BMW Night Vision, the thermal imaging camera exclusive to the BMW 7 Series. It lets you see what’s coming sooner. This benefit was illustrated by printing the letter on the outside of the envelope.

Agency: Jung von Matt, Germany.

American Express "Newspaper"

Travelling is constantly top of mind within the target group. Travelling physically, but also mentally. You want to be a part of a bigger global context; being Gold Card Member is one step in the right direction: In Sweden, the newspaper is delivered to the door in the morning. This morning people in Stockholm woke up with a foreign newspaper on the floor.

Agency: Ogilvy Advertising Stockholm, Sweden.

Otto "Spyhole"

Model Eva Padberg personally presented the new Otto catalogue to thousands of homes across Germany. Whoever looked through the spyhole to see who was there saw Eva with the catalogue and the order number. Looks similar to the Papa Johns execution.

Agency: Kolle Rebbe, Germany.

Baileys "Welcome Pack"

The main objective for this activity was to generate content for a welcome pack for the Baileys RM programme. We needed to create a welcome pack that immediately engaged new members and gave them a good understanding of what the Baileys RM programme was all about. We decided to use our key assets to generate the content for the welcome pack, the members themselves. Their shared love of Baileys is what brings them together but their outright enthusiasm had also become apparent. They had demonstrated that they were a creative and responsive bunch in previous communications. What better then, than to use their creative flair to generate the content of the welcome pack for new members of the Baileys RM programme? We asked them to send us in their simple pleasures, which we compiled into the Coffee Table book, the welcome pack for the Baileys Lounge.

Agency: CHEMISTRY COMMUNICATIONS GROUP, United Kingdom.

Guinness "Paper Cups"

Paper cups were offered to refill the cup dispenser at business offices in the pub's neighborhood.

Agency: Publicis São Paulo, Brazil.

WDCS "Dolphin in the net"

WDCS wants to strengthen public awareness of their work: the conservation of whales and dolphins. The organisation wants to call attention to the problem of dolphin bycatch in fishing nets and wants to inspire people to adopt endangered dolphins from the north sea. A card with a reply card was developed. On its back side it says “you too can save dolphins“. On its front it shows a dolphin. The card is put in the racks on the back of bus and train seats. By extricating the dolphin card out of the rack the passengers symbolically free the animals out of the fishing net. During bus and train rides passengers have enough time to deal with the card, to become aware of the problem of dolphin bycatch, to awake to the necessity of adopting a dolphin and to complete the reply card.

Agency: SCHOLZ & FRIENDS, Germany.