“Freelander 2. Now under 160g/km. The adventurous businessman is back.”
Advertising Agency: RKCR/Y&R, London, United Kingdom
Executive Creative Director: Mark Roalfe
Copywriter: Phil Forster
Art Director: Tim Brookes
Photographer: Andy Green
Typographer: Lee Aldridge
Production: Ali Power
Account Director: Glynn Euston
Account Manager: Simone Raspagni
National Communications Manager: Les Knight
The Problem
The target group of the Mercedes-Benz Sprinter think they can not afford one because Mercedes-Benz is often seen as a very expensive brand. In reality the Mercedes-Benz Sprinter
is a really affordable option compared to other vans in its league.
But because potential buyers think they can not afford a new van they go look for a cheaper alternative on the internet. To show people it’s better to spend a little more money on a brand new Mercedes-Benz Sprinter than buying a second hand van from the competition we did something different.
The Idea
Instead of promoting the new Sprinter we started selling second hand vans of the competition. On the Dutch Ebay called Marktplaats, the number one site where people sell their cars, we placed fake adverts of our competitors. On first sight these seem to be normal adverts of people trying to sell their van. But when you browse the pictures you see a brand new Sprinter that is parked in the background. Big letters on the side of the Sprinter tell you that you be better of buying this brand new sprinter than the second hand van in the advert. When people call the telephonenumber they hear a voicemail of an angry car salesman that tells you to go to the Mercedes-Benz dealer. When they send an e-mail they receive an autoreply message.
The Results
The adverts where viewed more than 20.000 times in one day, a normal Marktplaats ad just 20 times. Quickly it got picked up by Autoblog.nl, the biggest carblog in the Netherlands with more than 1 million unique visitors and after that other carblogs followed. It started a buzz on Twitter and also attracted Spitsnews. We received a large amount of voicemail and e-mail replies of people asking about the Sprinter. Two fake adverts on Marktplaats, a total cost of 150 Euros and a lot of free publicity turned this campaign into a real success.
Advertising Agency: N=5, Amsterdam, The Netherlands
Creative Director: Lukas van de Ven, Jeroen van der Sluis
Art Director: Ed van Bennekom
Copywriter: Jasper Diks
Published: April 2011
Advertising Agency: Wieden + Kennedy, Portland, United States of America
Producer: Lindsay Reed
Creative Director: Jason Bagley, Eric Baldwin
Creatives: James & Marco
Account Executive: Jordan Muse
Production Company: Biscuit
Director: Tim Godsall
Executive Producer: Holly Vega
Producer: Rick Jarjoura
Editing Company: Aracde Editorial
Editor: Geoff Hounsell
Edit Assist: Ali Reed
Post-Production / VFX
Post-Production / VFX Company: The Mill
Mill Office: Los Angeles
Executive Producer: Sue Troyan
VFX Producer: Arielle Davis
Shoot Supervisor: Robert Sethi
2D Lead Artists: Giles Cheetham
2D Artists: Billy Higgins, Tara Demarco, Garreth Parr, Becky Porter, Nick Taylaer, Zack Linkow
3D Artists: Steve Beck, Sam Kao, Adam Carrol, Andre Desouza, Matt Longwell, Alli Sadegiani, Felix Urquiza, James Healy, Mikko Martikainen, Alex Tirasongkran
Matte Painting: Gawain Liddiard
Art Department: Nick Sanders
3D Supervisor: Robert Sethi
Advertising Agency: Ogilvy, Melbourne, Australia
Executive Creative Director: Michael Knox
Creative Director: Michael Knox
Copywriter: Darren Winter
Art Director: Joe Hill
Retoucher: Steve Simmonds
Photographer: Dave Tacon
Advertising Agency: Yehoshua TBWA, Israel
General Creative Director: Edo Kariv
Creative Directors: Amit Stoler, Gil Goren
Copywriter: Alon Hadad
Art director: kobi Benwalid
Producer: Anat Harari
Supervisor: Hadas Gadish
Account Manager: Elinor Dan
Advertising Agency: Publicis Conseil, France
Chief Creative Officer: Olivier Altmann
Copywriter: Fabrice Dubois
Art Director: Gérald Schmitte
Account Managers: Edouard Pacreau, Stéphane Gaillard, Eric Hazout, Sylvie Tavares
Film director: David Gray
Inhouse TV Production: Nathalie Levincent, Pierre Marcus / WAM
Production company: Carnibird
Aired: April 2011
Advertising Agency: D’Adda, Lorenzini, Vigorelli, BBDO, Milan, Italy
Creative Directors: Stefania Siani, Federico Pepe
Copywriter: Dario Lo Nardo
Art Director: Simone Di Laus
Director: Maki Gherzi
Post Production: PostOffice Reloaded
Producer: Francesca Nussio, Simone Barbella
Advertising Agency: DDB, Toronto, Canada
Creative Director: Todd Mackie, Denise Rossetto
Copywriter: Daniel Bonder
Art Director: Yusong Zhang
Photographer: Frank Hoedl
Retoucher: Daniel Essegern, Frank Hoedl
Account manager: Lexi Rose, Reshma Lalany
The Brief
RODALINK, one of the biggest bike chain-stores in Indonesia launched a new line of Dahon folding bikes and they want to promote it to new, prospective customers.
The Solution
The cIient’s research said that these new prospective customers has never bought bikes before. So the message we sent to them: it’s fun and ready in a second. But, instead of just sending them an ordinary direct mail we sent them a folded paper with a picture of a folding bike printed on it. So when they open the folded paper, they’II experience the same fun as if theywere opening a folding bike itself.
Advertising Agency: The Drawingsquad, Jakarta,Indonesia
Creative Director: Khairul Akbar
Art Director: Norman Prasetyo, Rio Ferolli
Copywriter: Khairul Akbar, Anton, Adri Zainuddin
Advertising Agency: Ogilvy, Cape Town, South Africa
Executive Creative Director: Chris Gotz
Art Director: Jennifer Macfarlane, Alexi McCarthy
Copywriter: Cuan Cronwright, Guy Lewis
Illustrator: Amicollective
Advertising Agency: Media Contacts / Havas Digital, Brazil
Creative: Felipe Cirino
Art Director: Neto Nogawa
Creative Director: Luis R. Constantino
Account Manager: Andre Felix
Planner: André Furtado, Allan Alves
Procution Company: Fulano Filmes
Film Director: João Papa
Producer: Ana Rodrigues
Editor: Flávio Eidi
Photographer: André Dip
Sound designer: Cabaret
Advertising Agency: DDB, Barcelona, Spain
Creative Director: Alejandro Arriagada
Copywriter: Alejandro Arriagada, Rodrigo Ramirez
Art Director: Xavi Solé, Aldo Ferretto
Ilustrator: Garrigosa Studio
Advertising Agency: DDB, Barcelona, Spain
Creative Director: Alejandro Arriagada
Copywriter: Jordi Mitjans, Alejandro Arriagada
Art Director: Aldo Ferretto
ilustrator: Joan Gamper
Advertising Agency: Wieden+Kennedy, Worldwide
Producer: Jeff Selis
Creative Director: Hal Curtis
Art Director: Lee Jennings
Account Executive: Carter Kirkpatrick
Copywriter: Eric Samsel
VFX House: The Mission, Venice, CA
Creative Director/Lead Flame: Rob Trent
Flame Artist: Joey Brattesani
Executive Producer: Michael Pardee
Onset Supervisor: Michael Gibson
Producer: Diana Cheng
Production Company: Park Pictures, Bicoastal/London
Director: Ellen Kuras
Executive Producer/Owner: Jackie Kelman
Executive Producer: Justin Pollock
Line Producer: Caroline Kousidonis
Production Supervisor: Grace Campos
Editorial Company: Joint Editorial
Editor: Peter Wiedensmith
Assistant Editor :Alyssa Coates
Producer: Shelli Jury
Producer: Lauren Smith
Producer: Patty Brebner
Advertising Agency: Isobar, France
Creative Director: Jean-Christophe Manfredi
Art Director: Sébastien Crublet
Copywriter: Damien Liot
Photographer: Louis Descamps
Published: November 2010
Advertising Agency: Lowe, Athens, Greece
Creative Director / Art Director: Yanna Polydouri
Senior Copywriter: Rena Chrisoulaki
Illustrator: Panayiotis Fotos
Account Manager: Iro Akrioti
Advertising Agency: Revolve, Bedford, Nova Scotia, Canada
Creative Director: Matthew Allen
Associate Creative Director: Allan Carver
Art Directors: Eric Miller, Steve Wallace
Copywriters: Steve Wallace, Eric Miller
Illustrator: Eric Miller
Published: April 2011
Advertising Agency: Publicis Activ, Marseille, France
Creative Director: Eric Guilloux
Art Director: Benoit Filliat
Copywriter: Julien Meurisse
Photographer: Studio Habousha
Published: March 2011
