Brief Explanation:
The biggest challenge was coming up with a design for the mailshot that worked completely without words, was very different from conventional mailshots and was attention-grabbing as well as making a noticeable reference to the sender’s mission.
Describe the brief from the client:
The International organization Reporters without Borders supports innocently detained journalists worldwide and fights for their discharge. To generate donations to support the organisation’s work and to at the same time achieve media support from newspapers, a mailshot was to be created for the International Human Rights Day that made reference to the organisation’s mission in an unconventional way and immediately set the mailshot apart from others at first glance.
Description of how you arrived at the final design:
A special postage stamp and a specially-designed postmark were designed and, with the support of the Austrian Postal Service, circulated for International Human Rights Day (10.12.2010). This uniquely designed, special edition postmark was used to imprint over a postage stamp depicting an imprisoned journalist. The result showed the portrayed journalist as if behind bars. Together, the portrait ‘Behind Bars’ was created and the mission of the organization made unmistakable. So we communicated our message to the receiver even before it was actually opened.
Indication of how successful the outcome was in the market:
The mailing was a great success. As a result newsarticles supporting the organization Reporters without Borders appeared in 28 newspapers in Germany, Austria and Switzerland. This in turn generated donations and publicity.
Advertising Agency: Serviceplan, Germany
Chief Creative Officer: Alex Schill
Creative Director: Christoph Everke, Cosimo Möller, Alexander Nagel
Account Supervisor: Nadine Wintrich
Graphic Design: Elena Ressel, Annalena Bottmann
Advertising Agency: BBDO, New York, USA Chief Creative Officer: David Lubars Executive Creative Directors: Greg Hahn, Ralph Watson Executive Producer: Diane McCann Copywriter: Jessica Coulter Art Director: Matt Sorrell Production Company: O Positive Director: Jim Jenkins Director of Photography: Mott Hupfel Edit House: Blue Sky Edit Editor: Chris Franklin Visual Effects House: Spontaneous Licensed Master Song: Edgar Winter / Frankenstein
Advertising Agency: Longplay 360, Sao Paulo, Brazil Creative Director: Fernando Luna Art Director: Max Souzedo Copywriter: Marcel Petroff Illustrator: Natan Nakel
Tourism Victoria’s new campaign is aimed at inspiring folks to see Victoria through new eyes. At the centre of the campaign is the Victoria Viewfinder, a new invention pioneered by Tourism Victoria. The never-before-seen creation is a marriage of a viewfinder you might find at a lookout point and a retro View-Master toy. Consumers who use a Victoria Viewfinder are treated to a tour in pictures of our vibrant city. All consumers who come in contact with the campaign are driven to our Facebook Fan Page (www.facebook.com/tourismvictoriafan) to enter to win a VIP vacation to beautiful Victoria, BC. Bathroom and print ads support the campaign and mini viewfinders are handed to consumers by brand ambassadors so they take a bit of Victoria away with them!
Advertising Agency: Inventa, Canada Director of Destination Marketing: Trina Mousseau
Advertising Agency: Advico Young & Rubicam, Zurich, Switzerland Creative Director: Martin Stulz Art Director: Lukas Wietlisbach Copywriters: Andy Lusti, Martin Stulz Retouching: Scheffold.Vizner, Fluxif
Brief Explanation:
With The Asia Games In Full Swing During 2010, Strict Government Regulations And Non-sponsor Status Meant We Needed A Non-traditional Approach To Make Some Impact. Most Brands Focused On The Athletes, We Chose To Focus On The Kids Of Guangzhou To Deliver An Inspirational Brand Message. Many Local Kids Were No Longer Able To Participate In Sports As Their City And Many Of Its Facilities Were Taken Over By The Games. Our Goal Was To Shine A Spotlight On The Local Kids, Inspire Them To Do More Sport, And Celebrate Their Achievements.
Describe The Brief From The Client:
Running Off The Back Of The 2010 Asia Games, Nike Wanted To Make A Strong Brand Statement To The Youth Of Guangzhou, Connecting Them To The Spirit Of The Brand. The Key Goal Of This Campaign Was To Inspire Guangzhou Kids To Play With Pride On Their Home Turf, Strengthening Their Connection To The Brand Through Sport, Whilst Leveraging The Energy Of The Games.
Description Of How You Arrived At The Final Design:
Guangzhou Athletes Are Quiet But Confident, They Don’t Trash Talk, Or Boast, Instead Expressing Themselves Through Their Game. This Campaign Was About Bringing This Spirit To Life, How Actions Can Speak Louder Than Words. We Visualized Our Kid’s Inner Voice Exploding From Inside Of Them, Triggered By Sport, The Creative Pushing Beyond The Traditional Boundaries Of The Medium, To Heighten Impact. A Key Location We Used Was A Basketball Court, Where We Created A Court Wrap That Extended Out To An Entire Neighboring Apartment Block, Similarly With Subway Executions That Broke Traditional Formats Extending Across Physical Environments.
Indication Of How Successful The Outcome Was In The Market:
The Court Wrap Execution Provoked Immediate Response From Residents And Athletes Alike. What Followed Was A Storm Of Media Attention, Including A 3 Minute News Segment Broadcast On Several TV Stations, In Addition To Stirring Up Thousands Of Views, Posts, Uploads And Comments Across Social Media Channels Including BBS Forums, Microblogs, And Video Channels.
Advertising Agency: Wieden + Kennedy, Shanghai, China
Art Director: Andrew Wilcox
Executive Creative Director: Nick Cohen
Creative Director: Conan Wang
Designer: Howl Lee
Photographer: Thierry Des Fontaine
Copywriter: Thomas Tsang
Art Buyer: James Li
Account Supervisor: Jason Wang
Advertiser’s Supervisor: Sukwan Chae
Account Manager: Gavin Lum
Planner: Dominic Tan
Designer: Howl Lee
“She doesn’t want your sympathy. But her opponents might.”
“Sometimes you have to look down to find someone to look up.”
“He doesn’t expect special treatment. Until he gets to the podium.”
Advertising Agency: BBDO, Toronto, Canada
Executive Creative Director: Ian MacKellar
Creative Director: Peter Ignazi, Carlos Moreno
Copywriter: Greg Buri
Art Director: Julie Nikolic
Group Account Director: Lori Davison
Photographer: Chris Woods
Head of Design: John Tisdall
Typographer: Julie Nikolic, John Tisdall
Retouching: Chris Woods
Studio: SGL
Advertising Agency: Del Campo Nazca Saatchi & Saatchi, Buenos Aires, Argentina
Executive Creative Director: Maxi Itzkoff, Mariano Serkin
Creative Director: Diego Medvedocky, Ignacio Ferioli
Art Director: Ignacio Ferioli
Copywriter: Diego Medvedocky
Agency Producer: Adrian Aspani, Ezequiel Ortiz
Advertiser’s Supervisor: Kim Allard, Takashi Ashida
Account Manager: Joseph Baide
Account Supervisor: Reinier Suarez, Ana Bogni
Production Company: Garlic Films
Director: Marcelo Burgos
Producer: Alvaro Gorospe, Irene Nuñez Palma
Sound Design: Sonomedia
Music: Swing Musica
Post Production: Serena
Advertising Agency: Y&R, New York, USA
Executive Creative Director: Kerry Keenan
Creative Director: Guillermo Vega/Graham Lang/Stevie Whittier
Art Director: Michael Schachtner
Copywriter: Julia Neumann
Agency Producer: Mara Milicevic, Jona Goodman
Account Manager: Keith Rhodes, Jennifer Mottershead
Production Company: O Positive Films
Director: David Shane
Producer: Ralph Laucella, Ken Licata, Devon Clark
Editor: Jason Macdonald
Sound Design: Sound Lounge
Executive Director: Lora Schulson, Nathy Aviram
Advertising Agency: Ponce, Buenos Aires, Argentina
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Analia Rios, Ricardo Armentano, Joaquin Cubria
Creative Director: Juan Manuel Montero, Rafael Santamarina
Art Director: Juan Manuel Montero
Copywriter: Rafael Santamarina
Agency Producer: Roberto Carsillo, Brenda Morrison Fell, Javier Hernandez
Advertiser’s Supervisor: Pablo Gazzera, Tomas Marcenaro, Jeronimo Cadenas, Agustin Mestre
Planner: Marina Pen
Account Supervisor: Luciano Landajo, Francisco Odriozola, Nestor Ferreyro
Production Company: Primo
Director: Nico, Martin
Producer: German Lentini
Editor: Pablo Colella
Sound Design: La Casa Post Sound
Music: Swing Musica
Post Production: Pickle
Client Services Director: Vanina Rudaeff
Brief Explanation:
Set deep in the heart of Germany’s Ruhr region, where hardly anyone is interested in classical music, the Dortmund Concert Hall has to offer something pretty unusual to attract new visitors. So we invented a completely new medium to make our classical music ‘tasty’ to people: milk. Since it has been scientifically proven, that classical music has a positive effect on cows’ milk yield, we played music from selected artists of the new season to them. Asa result, the cows produced the very first music worldwide for the taste buds. This special milk was then bottled directly on the farm.
Describe the brief from the client:
The new season at the Dortmund Concert Hall will start soon. We need a campaign that raises huge levels of awareness for our claim: experience music like never before. And of course – we have no money, so make it cheap.
Description of how you arrived at the final design:
The bottles we came up with say ‘milk’ and ‘music’ at the same time and their high class design supports the standards of the Dortmund Concert Hall. On the front a musical note serves as a label, while all information about the specific artist and the milk itself were placed on the back.
Indication of how successful the outcome was in the market:
The media reported on this widely. The Concert Milk was featured in blogs and news around the world. It inspired people who otherwise hardly encounter classical music, increased the subscriptions by 19% and theatre occupancy to 72%.
Advertising Agency: Jung Von Matt, Hamburg , Germany
Executive Creative Director: Sascha Hanke
Creative Director: Tobias Grimm, Jens Pfau, Jo Marie Farwick
Art Direction: Damjan Pita
Copywriter: Henning Robert, Jan-Hendrik Scholz
Graphic Design: Sven Gabriel, Christoph Maeder, Nicolas Schmidt-Fitzner
Account Manager: Dajana Crantz
Account Assistant: Marijke Fisser
Brief Explanation:
To boost the sales of a stylish shoe that’s already a cult product, we created new packaging that made the brand even more desirable in terms of look and functionality.
Describe the brief from the client:
Create a packaging design for Görtz 17’s Converse Collection to engage consumers at the point of sale.
Description of how you arrived at the final design:
The first recyclable shoebox that makes the plastic bag unnecessary. Its minimalist design draws attention to the handles, which can be removed and used as an extra pair of shoelaces. The series consists of five colour-coordinated designs that match perfectly with Görtz 17’s Converse Collection.
Indication of how successful the outcome was in the market:
The shoelace boxes were free of charge if you bought an item of Görtz 17’s Converse Collection. During the campaign, sales increased by 15% and, in the first two weeks alone, 5,000 fewer plastic bags were required.
Advertising Agency: Kempertrautmann, Hamburg , Germany
Creatives: Tim Belser, Heiko Freyland, Christiane Eckhardt, Peter Ruessmann, Alexander Kate
Brief Explanation:
N.C.D.V. is about immediate action. A fast, free emergency service that gets the victim away from the root of the problem – the abuser. Specifically, the hands of the abuser. By hiding the headline within the typographic hands, we wanted to convey a feeling that abuse isn’t something victims need to keep secret. They don’t need to suffer in silence. Our aim was to draw people in, question what they are seeing and then learn that help is out there.
Describe the brief from the client:
With 1 in 4 women suffering domestic violence during their lifetime the client wanted a piece of creative that conveyed a sense of this being a problem that is always suffered in silence, hidden behind closed doors – and that needn’t be the case, offering sufferers an escape, a helping hand. Without resorting to shock tactics, they also wanted us to find a way of conveying a real feel for the physical side of domestic violence, the intolerable pain of it.
Description of how you arrived at the final design:
Domestic abuse lurks beneath the veneer of society – behind closed doors – we wanted to reflect this hidden nature of the problem in the final design. With the abuser’s hands physically being the root of the problem, we concluded they were the perfect vehicle to typographically portray the solution offered by the charity.
Indication of how successful the outcome was in the market:
Driving awareness that help is out there was the key objective, giving them somewhere to turn, letting them know they are not alone. If we helped one victim of domestic violence we would have deemed the communication successful. The helpline received a marked increase in calls.
Advertising Agency: JWT, London, United Kingdom
Executive Creative Director: Russell Ramsey
Copywriter/Art Director/Typographer: Philip Meyler
Copywriter/Art Director/Typographer: Darren Keff
Account Manager: Emily Medhurst
Art Buyer: Sue Clifford
Photographer: Tal Silverman
