Advertising Agency: Ogilvy & Mather, Mumbai, India
National Creative Directors: Rajiv Rao, Abhijit Avasthi
Group Creative Directors: Kainaz Karmakar, Harshad Rajadhyaksha
Art Director: Vishakha Modak
Copywriter: Kainaz Karmakar
Illustrator: Vishakha Modak
Cultural context: decorating their living rooms with miniature copies of famous russian statues / historical characters is a lower middle class tradition. Idea: sekunda glue will extend the life of your decorative objects for so long that they simply have to start doing something… Execution: miniature copies of famous statues of “worker and kolkhoz woman” statue in moscow (used on mosfilm’s logo, stamps) were featured in the campaign… with a twist.
Media: the prints were published in history magazines, very popular among our consumers and on 2 billboards close to the location of the statue.
Advertising Agency: BBDO, Moscow, Russia
Creative Director: Mihai Coliban
Copywriter: Denis Avraamov
Art Director: Mihai Coliban
Illustrator: Wireframe
Additional Credits:
Art Buyer: Marina Shponko
Account Manager: Ekaterina Konovalova
Advertising Agency: OgilvyAction, Taipei, Taiwan
Regional Executive Creative Director: Daniel Comar
Creative Directors: Chyi Lin
Assistant Art Director: James Lei
Group Account Director: Julia Ou
Associate Account Director: Vincent Chang
Account Executive: Joanne Mei
Production: Jack Wu, Peggy Chou
Designer: Alex Noble, Kenny Foo, Fong Wei Kit
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.
Advertising Agency: Ogilvy & Mather, Bangalore, India
Chief Creative Officer: Piyush Pandey
Executive Creative Director: Ajanta Barker
Creative Directors: Gautam Dev, Arun KT
Art Director: Siju RS
Copywriter: Gautam Dev
Photographer: Sujith Bose
Client Servicing: Saji Mathews, Nita Grandhi, Pallavi Dutta, Karan Malhotra
Production: Manu Reddy, Naganandhan Rao
Advertising Agency: Draftfcb, Caracas, Venezuela
Creative Director: Exequiel Rodríguez
Art Director: Nairobi López
Copywriter: Exequiel Rodríguez
Producer: Ciano González
Advertising Agency: Y&R, Sao Paulo, Brazil
Chief Creative Officer: Rui Branquinho
Creative Directors: Rui Branquinho, Flavio Casarotti, Jorge Iervolino, Victor Sant’Anna
Art Director: Daniel Salles
Copywriter: Roberto Kilciauskas
Illustrator: Elisa Sassi
Print Agency Producers: Elaine Carvalho, Robinson Silva
Art Buyers: Monica Beretta, Stephanie Wang
Pre-production: Ação
Account Managers: Leonardo Balbi, Evelin Batista, Marcelo Moreno
Planners: Fernanda Flandoli, Eliana Yamaguchi
Media team: Gustavo Gaion, Cassiano Oliva, Fábio Moraes, Daniela Melito, Flávia Tonicelo
Advertising Agency: Y&R, Sao Paulo, Brazil
Chief Creative Officer: Rui Branquinho
Creative Directors: Rui Branquinho, Flavio Casarotti
Art Director: Kleyton Mourao
Copywriters: Roberto Kilciauskas, Pedro Guerra
Print Agency Producers: Elaine Carvalho, Flavio Zamboni
Art Buyer: Monica Beretta
Account Manager: Flavia Fusco
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.
Advertising Agency: Oniria\TBWA, Asunción, Paraguay
Chief Creative Officer: Camilo Guanes
Executive Creative Director: Daniel Achával
Creative Director: Arturo Valiente
Copywriter: Arturo Valiente/Rene López
Art Director: Noelia Pérez
Account Supervisor: Cecilia Canillas
Advertiser’s Supervisor: Amanda Villamayor
Planner: Rodrigo Weiberlen
Advertising Agency: Piko, Moldova
Art Director: Eugen Catruc, Constantin Sarcov
An image is developed like a photo by the client himself with the means of pencil or a special material that is used to lift fingerprints.
Advertising Agency: StreetArt, Yekaterinburg, Russia
Creative Director: Evgeny Fateev
Art Director: Andrey Kolokolov
Designers: Anfrey Kolokolov, Nikita Kolmogorov, Dmitry Chabanov
Advertising Agency: Y&R, Sao Paulo, Brazil
Chief Creative Officer: Rui Branquinho
Creative Directors: Rui Branquinho, Flavio Casarotti, Laura Esteves
Art Director: Felipe Pavani
Copywriter: Raphael Quatrocci
Images: Shutterstock
Additional credits:
Print Agency Producers: Elaine Carvalho, Flavio Zamboni
Art Buyers: Monica Beretta, Eliane Pereira
Account Managers: Alessandro Cardoni, Helena Rossi
Planner: Eliana Yamaguchi
Media team: Gustavo Gaion, Inajá Ramos
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
In Case of Emergency: Eat this Book.
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
