GOLD
Shout / Single nonprofit
Agency: Salem
Client: Comunique-se
This is a campaign that obviously knows its target audience of journalists well. Comunique-se is the largest Brazilian portal for journalists and the producer of Brazil’s most important journalism awards. This campaign’s goal was to get enough people to attend the awards ceremony. The event’s finalists each received a tape recorder to record their joyous shouts at receiving this honor, and were asked to give the tape back to Comunique-se. After all, the recorder is one of the vital tools in a journalist’s tool belt, and receiving one as part of this campaign would most likely make the recipient think fondly of this awards dinner and compel him or her to show up, if the recipient weren’t planning to already. Considering the generally anonymous nature of journalists, and the fact they, by trade, don’t want to attract too much attention to themselves, getting 20% of the recipients to shout was quite an impressive result. Those who were too timid to shout were directed to a microsite to hear the exulted shouts of their colleagues. If this agency had simply sent reminder postcards with the date and time of the awards dinner, most probably would have been ignored. But because of this unorthodox idea of asking the recipients to self-record their shouts, this awards event likely stuck in the recipients’ minds. The 97% attendance rate at the awards show certainly would indicate just that.
Creative Director/Copywriter
Marcio Salem
Art Director
Flavio Takahashi
Felipe Pavani
SILVER
BMW X6 / Single consumer
Agency: Draftfcb New Zealand
Client: BMW New Zealand Group Limited
Planning the launch of its X6 model in New Zealand, BMW needed to launch a promotion that wouldn’t cannibalize the sales of its other models. Because the X6 targeted a highly niche market, has an unusual design and received mixed reviews elsewhere, BMW strategized with Draftfcb New Zealand to narrow the campaign’s audience even more — target drivers of Porsche models. The campaign used a stunning direct mail piece: a generic package — postmarked from Germany — with only an mp3 player inside. The BMW brand was not visible. The only track on the player referred to the recipient by name and invited them on a “sneak preview” test drive.
Creative Director
James Mok
Copywriter
Jane Jamieson
Art Director
Leisa Wall
Production Manager
Fleur Head
Maria Reinbergen
Anastasia Potter
Chocolate letter / Single cons
Agency: Proximity London
Client: Royal Mail
When Royal Mail approached Proximity London about getting businesses to use more direct mail, things got very sweet. The Omnicom agency posed a question: “How do you create stronger and more profitable relationships with customers?” The answer? Engage their senses. Direct mail, which involves a physical object, was the natural channel of choice; everyone loves chocolate, so it was the natural medium. Royal Mail sent out 6,000 personalized letters made of chocolate, which encouraged recipients to smell, touch and taste their delectable letter. The direct mail piece explained the principle behind engaging the senses, which creates an emotive connection with customers. The mail included an edition of a quarterly DM showcase directory, which included other examples of sensory marketing. The campaign had sweet results and fattened the bank.
Also placed Bronze in the DM Retention category
Executive Creative Director
Duncan Gray
Copywriter
Marcus Iles
Production
Chris Chadwick
Also placing SILVER
No one will know you are gone
Agency: Rapp Auckland
Client: Telecom New Zealand Ltd.
BRONZE
X-Man / Single consumer
Agency: PKP Proximity
Client: Marvel
To PKP Proximity, Christmas is a good time to offer clients the gift of interactive creative and to help their wishes come true. This season, a holiday card encouraged clients to send in their holiday wishes. Each client received a life-sized, fold-out Santa — aka the X-Man — that they could assemble, literally sit in his lap and tell him what they wanted for Christmas. Proximity also encouraged clients to film and photograph this whole process and upload to a Web site. The best submitted wish won an iPod Touch.
Creative Head
Roman Sindelar
Copywriter/Concept
Christian Gosch
Art Director
Lukas Handler
Creative Director
Thomas Tatzl
Producer
Herbert Weber
Digital Head
Vera Steinhaeuser
Finalists
Piranha fishing with Regus
Agency
Agentur am Flughafen
Client
Regus AG
Creative Director
Renea Eugster
Art Director
Dominique Rutishauser
Design a stamp 2008
Agency
Aim Proximity, Wellington, New Zealand
Client
New Zealand Post
Creative Director
Brett Hoskin
Art Director
Mark Dalton
Printed statements waste more than just paper
Agency
BMF
Client
BPAY
CD, Direct
Dylan Taylor
Art Director
Jun Harada
Slobot
Agency
Lavender*
Client
Fujitsu
Creative Director
Simon Lee
Marco Eychenne
Art Director
Robyn Matthews
It’s the detail that counts
Agency
Lowe Sydney
Client
CA
ECD
Chris Hunter
Art Director
Leisa Wall
‘Hi-Ho’ Gnome
Agency
Meteorite Marketing
Client
Homebase
Executive Creative Director
Dan Douglass
Senior Art Director
Chris Jefferys
Production Pack
Agency
Meteorite Marketing
Client
Royal Mail
Deputy Creative Director
Alex Bass
Senior Art Director
Chris Jefferys
Creative Services Director
Harry Scotting
Bureau Veritas Nightmare Book
Agency
Ogilvy Hong Kong
Client
Bureau Veritas
ECD
Shayne Pooley
Art Director
Chris Wong
Gas in the Blood
Agency
OgilvyOne AG
Client
OgilvyOne AG
Creative Director Copy
Oliver Glitz
Junior Art Director
Bettina Klossner
Generation Green
Agency
Ogilvy One London
Client
British Gas
Senior Art Director
Libby Young
ECD
Colin Nimick
Useful vs. Useless Information
Agency
Ogilvy One London
Client
IBM
Art Director
Jamie Romain
Charlie Wilson
Would you do this?
Agency
Ogilvy One London
Client
British Gas
Art Director
Charlie Wilson
Blue Puzzle
Agency
Quinn Fable Advertising
Client
Comverse
Creative Director
Kathy Fable
Art Director
Jason Coscia
Distillo 8
Agency
Rapp New Zealand
Client
Cigna
Creative Director
Jason Hall
Designer
Asher Hutchings
Pencil Case
Agency
Red Urban GmbH
Client
BSH Kotchschule No. 1
Creative Director
Andreas Klemp
Art Director
Carolin Herold
Houdini
Agency
Shackleton
Client
De A Planata
Creative Director
Coke Rueda
Art Director
Elena Dulin
Mariona Vilaros
Sardine can
Agency
Tequila
Client
Nissan Australia
Associate Creative Director
Peter Bidenko
Marco Eychenne
Magnetic Keywords
Agency
Wunderman
Client
Microsoft
Group Creative Director
Charlie Brown
Barry Silverman
Microsoft Anti-Virus
Agency
Y&R, Auckland, New
Zealand
Client
Microsoft New Zealand
Art Director
Cory Bellringer
Creative Director
Vaughn Davis
