Brief: Ariel Coldactive cleans your laundry at just 20 °C. A benefit that had to be communicated in a surprisingly convincing way. At the same time the mailing should help sell more Ariel Coldactive.
Solution: We sent a mysterious mailing containing a black piece of cloth, an unbranded bag of Ariel Coldactive washing powder, along with a message to wash the cloth at 20 °C. The trick: after washing the cloth, it turns pure white, literally revealing the benefit of Ariel Coldactive: It’s that easy to get your clothes pure and clean at only 20 °C.
Result: The mailing itself could be used as a voucher for a discount on Ariel Coldactive. More than 15% of them were actually returned for the discount. Many clients called Ariel to express how much they liked the mailing.
Agency: Saatchi & Saatchi, Frankfurt, Germany
Executive Creative Director: Burkhart von Scheven
Creative Directors: Florian Pagel, Eberhard Kirchhoff, Folker Wrage
Art Director: Anna-Marina Pirsch
Copywriter Philipp Böttcher
Agency: De Combinatie van Factoren, Amsterdam, The Netherlands
Art Director: Niels Streckfuss
Copywriter: Bas Boterman
Creation: Niels Streckfuss (art), Bas Boterman (copy)
Account: Jeroen Huisman, Lieke Spapens
Client: Heineken: Floris Cobelens, Robert Bernink
Objectives: Develop a premium that:
- Underwrites ‘music’ as one of the biggest sponsor properties of the Heineken Brand
- Is a big wannahave
- Supports the dynamics of the Heineken brand
- Fits the new Heineken theme: Serving the planet
- Increase sales during action period
Promotion:
The Heineken Speaker Crates are small speakers (68 x 115 x 87 mm) that look
like the crates in which Heineken sells 24 bottles of beer 30cl. The biggest
SKU (volume wise) in the Netherlands. You can add the Speaker Crates to
every PC (with a USB cable) or plug any MP3 player into them and use them
wherever you want (by inserting batteries). They are small but sound great!
The Heineken Speaker Crates come with 6 cans of Heineken 33cl in a special
pack. And are sold for no more than €9,95. The promotion runs from 20 august 2007.
“New Expedition 4×4. More space inside, less outside.”
Agency: JWT, Mexico
General Creative Directors: Manuel Techera, Esteban Sacco, Enrique Codesido, Ignacio Zuccarino
Art Director: Esteban Sacco, Manuel Techera, Abraham Navarrete
Copywriter: Enrique Codesido, Ignacio Zuccarino
Digital Imaging: Estudio Temperley
Photographer: Ale Burset
Agency: JWT, Mexico
General Creative Directors: Manuel Techera, Esteban Sacco, Enrique Codesido, Ignacio Zuccarino
Art Director: Esteban Sacco, Manuel Techera
Copywriter: Enrique Codesido, Ignacio Zuccarino, Gabriel Bello
Agency: Saatchi & Saatchi, Buenos Aires, Argentina
Executive Creative Directors: Mariano Serkin, Maxi Itzkoff
Head of Art: Pablo Romanos
Creative Director: Javier Campopiano
Art Director: Ari Senzacqua
Copywriter: Javier Campopiano
Account Director: Paula Gambardella
Account Supervisor: Valeria Magrini
Producers at the agency: Luli Dragan, Koko Puch
Advertiser Supervisors: Emilio Laugier, Laura Salles, Marcela Koumian
Agency: BDDP&Fils, Paris, France
Creative Directors: Manoëlle Van Der Vaeren, Guillaume Chifflot
Art Director: Antoine Mathon
Copywriter: François Faure
Photographer: Cedric Delsaux
Saturday, September 8, marks World First Aid Day across the globe and the launch of an innovative “street casualty†public service campaign designed to grab Canadians’ attention about the importance of knowing first aid and CPR.
After an extremely successful Toronto launch of the first aid “Know What to Do†awareness campaign in 2006, the Red Cross made the decision to run it nationally this year.
So successful in fact, over 7,600 people saw the promotion over a two-day period. The campaign was also used as a teaching aid by Professor Jacques Perconte in his new media art program at the University of Paris, and will be featured in an upcoming “Emotional design – Products stirring emotions†exhibition at the Badisches Landes museum in Germany.
Created by Toronto’s Downtown Partners, unconventional life-size decals of a collapsed man and woman will be placed at the bottom of selected high-traffic Cineplex Odeon stairwells across Canada.
“Know what to do. Learn First Aid†calls to action a need for first aid training among the general public in order to react with the right steps in crisis situations.
Agency: Downtown Partners, Toronto, Canada
Creative director: Dan Pawych
Copywriter: Andy Linardatos
Art Director: Hylton Mann
Photographer: Frank Hoedl
Producer: Anne Marie Martignago
Production house: Westside Studios, Toronto
Account Director: Sheng Sinn
