Resto Van Harte sets up eating-houses where people from the same area can meet each other while enjoying a healthy and cheap 3-course menu. To continue this they depend on financial support of contributors. Loneliness is a problem for more than 300.000 Dutch who have no friends or family. Resto VanHarte wants to get those people out of their solitude and brings them together. To let the contributors experience what the effect is of social solitude, Lowe?Draft a confronting DM-package.
Advertising Agency: Lowe/DraftFCB, Amsterdam, The Netherlands
Challenge: Shockingly introduce the new Toyota Yaris in the male and female youth segment, Hatchback car users.
Idea: Transforming the 3 prinicipal competing models (VW Gol Peugeot 306 and Renault Clio) in the new Toyota Yaris, inviting owners to test drive and challenging them to “change” their cars “old” with the new Yaris.
Strategy: Blankets were used vinyl printed with the design of the new Toyota Yaris, to cover all competing models that were parked in the places most frequented by the target: college parking lots, malls, pubs and nightclubs. When the owner approached the car covered puzzled, appeared a couple of promoters who removed the blanket and handed him a gift (top sun). They had previously placed the invitation to test drive the pilot’s side mirror.
Results: The results showed a 21% of a total of 1.630 contacts for the test drive. 80% of sales to date have been specified in the youth segment.
Advertising Agency: Positivo/Pragma DDB, Peru
Creative Directors / Art Director / Copywriter: César Barrios
They created life-sized stickers of a sumo wrestler, a rugby player, a judokan and a wrestler. These stickers were affixed on the revolving doors of buildings to interact with their consumers. Once they pushed against the door, it seemed like these sportsmen push back and don’t allow them to come in. But of course, the door opened in the usual way. The copy line says simply “Milk makes you stronger. Meiji.”
“Milk makes you stronger.”
Advertising Agency: McCann Worldgroup, Bangkok, Thailand
Chief Creative Officer: Martin Lee
Creative Director: Thidarat Nitikijphaiboon
Ambient billboard for the new ‘09 F-150’s greater towing capacity – shown inside Ford Field, home to the Detroit Lions.
Advertising Agency: JWT, Detroit, USA
Executive Creative Director: Toby Barlow
Creative Director: John Godsey
Art Director: Matt Swanson
Copywriters: AJ Musial, John Godsey
121.ro is a web portal subscribed to the European Road Safety Charter. It pleads for a safer traffic underlining the importance of responsible driving.
“Don’t drink and drive this Christmas” is one of the tactical messages of the campaign, in an effort to draw attention on the risks of drunk driving, especially during Christmas, when people tend to raise the bar concerning alcohol consumption.
Advertising Agency: Saatchi & Saatchi, Bucharest, Romania
Creative Director: Jorg Riommi
Head of Art Direction: Daniela Nedelschi
Art Director: Laura Iane
Copywriter: Theodora Szabo
Production: Adrian Codreanu
Account Manager: Anca Luca
Published/Produced: December, 2008
Raise awareness of Hibuk Rishon’s (First Hug) activities, and enlarge the number of volunteers. People are not familiar with the association, let alone its activities. Furthermore, they don’t feel a connection to the abandoned babies because it’s something that’s beyond them – not part of their everyday concerns. People feel more of a connection to things that are tangible. Abandoned babies are not just a statistic in some report. They are real and defenseless and in need of people’s help. To give people a feeling of responsibility for the abandoned babies by demonstrating that these babies are in fact real and in need of help.
Advertising Agency: BBR Saatchi & Saatchi, Tel Aviv, Isreal
Chief creative officer: Yoram Levi
Creative Director: Tal Perelmuter
Art Director: Aia Bechor
Copywriter: Tom Reuveni
Account Executive: Elad Kuperman
Studio: Eyal Orlee
Published: January 2010
The purpose of the promotion was to inform customers about LKJ’s effort to create new hairstyles over the years. Also, with the 37% discount coupon they were offering to celebrate their 37th anniversary, the targets were to experience LKJ and eventually become a potential client.
Advertising Agency: Diamond Ogilvy, Seoul, South Korea
Executive Creative Director: Wain Choi
Creative Director: Yeonjoo Shin
Art Directors: Jinwook Jung, Kyungmin Do
Copywriter: Andy Kim
Illustrators: Jinwoo Kwon, Hyungyu Kim
Photographer: Namki Park
Published: November 2009
We used existing great movies with great actors in which IKEA products are seen accidentally. With a smart and clever trick we directed the people’s attention to the IKEA products. Guerilla promotion teams equipped with powerful portable projectors brought names and prices of IKEA products during the movie on the screen – next to Brad Pitt, George Clooney and other famous actors. This surprising execution fits perfectly to the IKEA principle: surprise the many people with fresh ideas for everybody’s everyday life. After the show we consequently distributed IKEA catalogues in front of the cinema.
Advertising Agency: DDB, Berlin, Germany
Creative Directors: Tim Stübane, Birgit van den VAlentyn
Art Directors: René Gebhardt, Björn Kernspeckt
ECD: Stefan Schulte
CCO: Amir Kassaei
Account Director: Stephen Kimpel
Account Manager: Petrick Baschinski
Graphic: Peter Schönherr, Anke Zink
Advertising Agency: Publicis, Frankfurt, Germany
Chief Creative Officer: Stephan Ganser
Creative Director (Art): Nico Juenger
Creative Director (Copy): Peter Kaim
Account Director: Sven Lohwasser
Art Buyer: Katja Bonnert
Photographer: Johannes Krzeslack
Architect: Thomas Breen
Released: February 2009
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