To address depression issues that 4.5million Filipinos face, Campaigns & Grey partnered with the Natasha Goulbourn Foundation (NGF), an establishment to promote awareness and better understanding of depression as a medical condition, for this campaign. The main objective of this campaign was to raise funds to support the Foundation’s advocacy, information, education and communication (IEC) program. To be current and appealing, Campaigns & Grey’s design abides by today’s minimalist fashion with merely a subtle reference to our advocacy. The agency collaborated with watchmaker, Happy Hour, on a design that is intended to lift the spirits of both wearer and spectator. The face of the timepiece features literally, a human face with two dots for eyes and hour/minute hands transforming into a smile or frown.
Advertising Agency: Grey, Singapore Chief Creative Officer: Ompong Remigio Art Directors: Natasha Bautista, Tina de Torres Copywriter: Jameilee Que
An IBM invitation that involved a lot of sand. IBM was finding it increasingly difficult getting people to attend its seminars and conventions. Fewer and fewer wanted to travel and spend time out of office or home. So getting them to come to a new office opening seemed a task that had disaster written all over it. That was until Ogilvy came up with an invite with a difference. What invitees got was a large black box that contained a pouch of sand. Yes sand. The TA was instructed to pour the sand onto the enclosed plain white card and then read the message that appeared on it. How it worked was – the sand when poured and dusted off, got stuck to invisible gum on the white card, and revealed a message – “IBM Opens in Qatar”. An interactive device relevant to the desert city of Qatar. The task was very successful and had high recall. 340 invites were mailed out and 125 respondents attended. A 40% response rate. The entire exercise is now going to be replicated in other Middle Eastern markets.
Brief: Gulf News, the UAE’s leading English daily newspaper, wanted to reach even more readers and convert them into subscribers. Our target was to gain 1.5% more subscribers, help promote their twitter channel and increase traffic to the Gulf News website by at least 25%.
Strategy: Consumption habit suggests that people read newspapers while having their morning cup of coffee. Tim Hortons is one of our clients in the UAE and they serve 35-50,000 coffees per month, per outlet. Realising its untapped potential, we decided to create a campaign around them to meet our target.
Idea: Since fresh news goes well with fresh coffee, we adapted the coffee cup sleeve of Tim Hortons, a global coffee chain, into an advertising medium and we created The ‘Headline News’ Cup Sleeve. Every cup. Every hour. Every day. When Tim Hortons customers received a cup of coffee, they also received the headline news of the hour, printed using a special printer that pulled out tweets from the Gulf News Twitter account. The short URL and QR code on the sleeve then directed them to the Gulf News website where they could read the full story.
Relevance: Timing is everything. So we interacted with our readers when they normally read the newspaper — when they enjoy their freshly brewed coffee. The ‘Headline News’ Cup Sleeve allowed us to be the
first throughout the day to deliver breaking news to potential subscribers and make a meaningful connection with them.
Results:
• Until now, over 1,440 headline tweets have been printed on more than 840,000 coffee cups.
• More than 2,900 new Gulf News Twitter followers in the first two weeks of the campaign launch.
• The traffic on the Gulf News website grew by 41%.
• Subscription’s up by 2.8% so far.
• We’re rolling out this project in Tim Hortons outlets across the UAE and in 14 new outlets soon to be opened.
Advertising Agency: Y&R, Dubai, UAE
Chief Creative Officer: Shahir Zag
Creative Director/Copywriter: Shahir Zag
Creative Director/Art Director: Joseph Bihag
Copywriter: William Mathovani
Head of Production: Amin Soltani
Agency Producer: Leng Panganiban
Business Director: Zaakesh Mulla
Account Director: Kandarp Baxi
Technical Developer: Pixel Plus Media
Photographer: Mojtaba Komeili/Arturo D. Smith
Editor: Subash Mishra
We made a deal with the most important pizzerias in Asunción and what we did was deliver the order, but a lot later on Friday night.
When the pizza was delivered, we put a message: when you’re hungry, you understand hunger. This pizza is free so you can contribute what you can to help the national food campaign. Food Bank Foundation.
We got into cooperation with bakery that supplies bread to neighborhood stores. Together we created FIT BUNS — a branded healthy buns with coupon for a free visit to fitness center inside the box.
Results:
2996 packs of buns sold the first month.
658 people came for a trial session, 217 purchased membership cards.
That increased the number of fitness centre clients by 25%.
FIT BUNS sales generated 115% return on investments.
Advertising Agency: MEX, Ukraine
Creative Director: Yegor Kharkoff, Ivan Tsupka
Art Director: Andrey Dashkevich
Senior designer: Julia Bakhtina
Account manager: Artem Karan
New Business Manager: Anastasia Vasilikhina
While Land Rover vehicles can take on any obstacles in the desert, it cannot be said the same of their owners. Scorching temperatures, deadly animals and sinkholes are just a few things they might encounter. And when they venture deep into it, even the most experienced drivers can quickly succumb to the harshness of the desert. We wanted to create something that would cut through the clutter and that these people would like to keep. So we created a survival guide, which explained the basics for staying alive in the Arabian Desert, and packaged it in a way that would spur the attention of our target audience.
We researched every indigenous animal and plant, people could encounter in the Arabian Desert and how they could be used to survive. We studied the topography of the region to guide people to safety. We used a reflective packaging similar to army rations, which could be used to signal for help, and bound the book with a metal spiral, which could be used for cooking. Finally, we even took an extra step so that in case of emergency, people could always EAT the book. It was made out of edible ink and paper, and it had a nutritional value close to that of a cheeseburger.
We sent the book to 5,000 existing customers, gave it away as a supplement to the cars’ manual and made it freely available in sports shops.
The initial response was very positive. And the client was so happy with the concept that they asked us to include the book as an insert in the next edition of a car magazine, with a 70,000 circulation.
Advertising Agency: Y&R, Dubai, UAE
Chief Creative Officer: Shahir Zag
Creative Director/Copywriter: Shahir Zag
Creative Director/Art Director/Illustrator: Joseph Bihag
Copywriter: Guillaume Calmelet
Designer/Copywriter: Khaled Said
Retoucher: Gitten Tom
Head Of Production: Amin Soltani
Producer: Leng Panganiban
Account Supervisor: Sarah Locke
Account Manager: Pierre Farra
Photographer: Mojtaba Komeili
Advertising Agency: Colenso BBDO, Auckland, New Zealand
Creative Chairman: Nick Worthington
Creative Director: Levi Slavin
Copywriter: Simon Vicars
Art Director: James Tucker
Agency Producer: Sheriden Derby
Photographer: Mat Baker
Retoucher: Tias Somers, Carl Baker
Photographer: Warren Payne
Designer: Kate Slavin
Senior Account Director: Tim Ellis
Senior Account Manager: Stefanie Robertson
Problem: Cityoga studio noticed that new students often quit before completing their first month of classes. When asked why, their insight was revealed: they didn’t see quick results after the first few classes.
Solution:To prove that yoga brings results from day one, we created special Yoga Progress Pants that allowed new students to visibly measure their stretching progress. Every time they practiced, they could measure with the printed ruler how far their fingers, chest or nose reached. Witty phrases challenged them to stretch further and thus continue practicing at Cityoga. Results: After the promo Cityoga reduced the number of new students who quit: every third beginner continued practicing after the first month of classes.
Advertising Agency: Lowe Adventa, Moscow, Russia Creative Directors: Bruno Ribeiro, Andreas Mielenhausen Art Director: Michael Druzhinin Copywriter: Svetlana Popova
Advertising Agency: ABJ Genius, Seoul, Republic of Korea Creative Director: NOH Da Hye Art Director: SON So Hyun, SON Sang MIn Copywriter: Jung Kyu (RHYS)LIM Planner: Jung Kyu (RHYS)LIM Illustrator: SON So Hyun Photographer: SON Sang Min
Advertising Agency: McCann Erickson Portugal, Lisbon, Portugal Creative Director: José Marques Art Director: Tiago Pinto Copywriter: Pedro Dias Account Director: Sónia Correia Print Producer: Rui da Paz
Advertising Agency: ABJ Genius, Seoul, Republic of Korea Creative Director: NOH Da Hye Art Directors: SON So Hyun, SON Sang MIn Copywriter: Jung Kyu (RHYS)LIM Planner: Jung Kyu (RHYS)LIM Illustrator: SON So Hyun
“Sing the petition, and send the dictator behind bars”
OBJECTIVE:
To maximize signatures for the petition issued by theassociation, Urgence Darfour, in order to bring to the International CriminalCourt the Sudanese President Omar Al Bashir, who is charged with war crimes, crimesagainst humanity and genocide.
The campaign started with a viral video and an onlinepetition. However, we soon realized we were missing a very important part ofthe target audience: people that are seriously involved in the cause, and yet arenot comfortable with using the Internet, and also activists taking part inmeetings and demonstrations, who get enthusiastic about the cause but thenforget to sign the petition online. We need to make these people sign easily,and immediately.
IDEA:
So we decided to create a “classical” flyer, like the flyersassociations normally distribute to activists.
However, this time, the flyer concealed a fatal trickfor the dictator, and something of real, tangible interest for the activists: bysigning and sending the petition, people literally, and immediately, “send himbehind bars”.
RESULTS:
Urgence Darfour diffused the flyer during the officiallaunch of the campaign, and then during each of the association’s demonstrationsand meetings in France.
In less than a week, Urgence Darfour received hundredsof signed coupons, and several congratulations from activists and associations onthe efficiency of this alternative – and yet classical – medium.
Advertising Agency: TBWA Being, Paris, France
Creative Director: Thierry Buriez
Art Director: Julien Chiapolini
Copywriter: Riccardo Fregoso
Illustration: Scott Benson
ebolaindustries is the digtal nickname of Enfants Terribles. ebolaindustries was the first viral Italian agency. Since its inception in 2006, ebolaindustries’ professionals introduced themselves with a pseudonym: mr white, mr blue, mr orange, mrs green, mrs silver… The new ebolaindustries’ business cards emulate the lab slides. In addition to the pseudonym, and the image of the Ebola virus in the reference color, there are also the names of the real professionals, but these are visible only under a microscope.
Materials used:
Perspex 2 mm.
Address and logo in digital screen printing.
Name laser-engraved, font 1,6 pt. (0,5 mm.)
A New Year’s gift for selected clients owning Subaru off-road vehicles. Subaru is an excellent choice for any mountain-lover because of its unique Symmetrical All Wheel Drive System (AWD). We made a special darts game. The dartboard represents a mountain with the circles replaced by topographic contour lines. (Contour lines are lines drawn on a map connecting points of equal elevation, allowing us to show the shape of the land surface). The different heights indicate the various scoring sections. This year, using the special Subaru-winged darts representing your Subaru vehicle, you can “Target the Top” at 2011m and enjoy 2011 points!
Advertising Agency: Day6, Athens, Greece Creative Director: Ivan Papadopoulos Art Director: Panagiotis Kavopoulos Copywriter: Ivan Papadopoulos Illustrator: Redoine Amzlan Photographer: Αndonis Kefalonitis Additional credits: Panos Theokas
