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Yellow Chocolate
Agency: Colenso BBDO
Client: Yellow Pages
The Yellow Pages needed to prove that business searches didn’t have to be done on Google. The company enlisted an average consumer to launch a chocolate bar using only businesses he could find in the Yellow Pages. Colenso BBDO produced TV spots, a website followed by 80,000, a 16,000 fan Facebook page and a Twitter profile followed by 8,000. The candy became the fastest-selling chocolate bar in New Zealand in 10 years. Bars were even traded online for up to $320.
Executive Creative Director
Nick Worthington
Creative Director
Steve Cochran
Digital Creative Director
Aaron Turk
Real Stories
Agency: Colenso BBDO
Client: TVNZ (TV One)
Prior to airing Steven Spielberg’s The Pacific, TV One worried the program’s violent content would alienate viewers. The network sent letters from actual World War II soldiers to 346,000 homes. It pasted copies of letters and photos on a wall in Auckland. The campaign culminated in thousands attending a re-enactment of a dogfight using actual WWII aircraft. Viewership for the premiere episode reached 970,000 — roughly 24% of New Zealanders ages and older.
Executive Creative Director
Nick Worthington
Art Directors/Copywriters
Rebecca Johnson-Pond
Kimberley Ragan
The Big Picture Campaign
Agency: BBDO New York
Client: Starbucks
Starbucks wanted its Green Initiative to prove that small changes could change the world. The company created an event during which thousands of New Yorkers traded in paper cups for reusable mugs. Starbucks created a 60-second TV spot that encouraged people to bring a reusable mug into Starbucks on April 15, 2010 and receive a free cup of coffee. More than 1 million people participated.
Chief Creative Officer
David Lubars
Senior Creative Director
Linda Honan
Art Directors/Copywriters
Kim Haxton
Stuart Matz
Starbucks Love Project
Agency: BBDO New York
Client: Starbucks
To fight AIDS in Africa, Starbucks gathered international musicians to broadcast themselves performing live on a microsite. Consumers were invited to sing along or create a drawing, with each submission generating a donation. The project produced enough money to buy 7 million days of medicine for African AIDS victims, and the YouTube music video was viewed more than 1.6 million times.
Chief Creative Officer
David Lubars
Group Creative Directors
David Carter, Linda Honan
Interactive Creative Director
Arturo Aranda
Art Director
Alex Shulhafer
Imagine
Agency: BBDO New York
Client: HBO
HBO’s campaign comprised TV, Web films, expandable video banner ads, direct response and an outdoor film event to deepen the network’s connection with viewers. Each piece worked in concert with the others as part of a larger narrative that could be experienced on the microsite. Thousands turned out for the events, hundreds of thousands visited the campaign site (70% of whom recommended it to friends). The New York Times said the campaign set a new standard in interactive fiction.
Chief Creative Officers
David Lubars, Bill Bruce
Executive Creative Directors
Greg Hahn, Mike Smith
Art Director
Brandon Mugar
Copywriter
Adam Reeves
The 13th Street Cuisine
Agency: Shackleton Madrid
Client: NBC Universal (13th Street)
To celebrate its 10th anniversary, 13th Street devised a campaign that consisted of print materials featuring the restaurant’s menu, mailing cookies to journalists, a remodeling of a Madrid restaurant and a special in-restaurant guest appearance by actor Rob Morrow for the first tasting of the dishes. The restaurant reached an average occupancy of 90% after the campaign, a 15% increase over the goal set in 13th Street’s business plan.
General Creative Director
Juan Nonzioli
Executive Creative Director
Juan Silva
Creative Director
Pablo González de la Peña
Art Director
Carlos Alvarez
Lambassador
Agency: BMF Australia
Client: Meat & Livestock Australia
Meat and Livestock wanted more Australians to talk about and eat lamb on Australia Day. To rally countrymen, the company took footballer Sam Kekovich on a 33,581-kilometer tour of the US where he delivered a 90-second TV address to the UN, spoke with Donald Trump, Tanzanian diplomats and schoolkids, and ran a lamb stand in New York City. Retail lamb sales subsequently increased 30%. The click-through rate on his speech was 85%. The $800,000 media spend earned more than $5.9 million in unpaid media.
Executive Creative Director
Warren Brown
Creative Director/Copywriter
Dennis Koutoulogenis
Art Director
Jake Rusznyak
