Idea:
For each successful video on YouTube there is poorly made imitations. There are hundreds of bad imitations and video clip remakes. Some of these copies had millions of views. And we saw an opportunity behind all this: promoting Volkswagen original auto parts.
Strategy:
We looked for some copies of these videos with a considerable amount of views on YouTube and we placed banners promoting our product in them. When users clicked on the banner, they had a surprise: they were redirected from the copy to the original video and thus we managed to promote our product without taking anyone to visit a corporate site.
Results:
For each US$100 spent, we had almost 125,000 views and approximately 500 clicks.
Advertising Agency: AlmapBBDO, Sao Paulo, Brazil
General Creative Director: Marcello Serpa
Creative Director: Luiz Sanches
Co-Creative Director Online: Luciana Haguiara, Sandro Rosa
Art Director: Sandro Rosa, Raul Arantes, Victor Britto
Copywriter: Andre Almeida; Luciana Haguiara
Technology Director: Fernando Boniotti
Project Manager: Ana Carolina Cintra
Media: Mauricio Val Cruz, Larissa Sanches
Planning: Chris Bock, Sabrina Lima Peralta e Karina Kanashiro
Approval: Herlander Zola, Carla Costa
Advertising Agency: Leo Burnett Lisboa
Executive Creative Director: Erick Rosa
Creative Director: Luciana Cani
Copywriter: Jaime Nascimento
Art Director: Thiago Cruz
Creative Assistant: Afonso Azevedo, Douglas Cardoso
Promo Creative: Thiago Carvalho, Luciana Cani
Account Director: Paula Lopes
Account Supervisor: Inês Almeida
Account Executive: Frederico Bento
Production Director: Cristina Almeida
Production: Hugo Lage
Photography: Corbis
Other Credits: Grand Union Portugal
Super Nanny is a TV show that helps desperate parents to deal with badly behaved children. We had to promote its new season to parents. So we created a fictitious line of toys that featured absurd ways to discipline children and put them in a place where we were sure to find our target – toy stores. By taking a closer look at the boxes, they’d find the message “There are better ways to discipline your child. Watch Super Nanny.”
Advertising Agency: Publicis, São Paulo, Brazil
Creative Director: Hugo Rodrigues; Kevin Zung
Art Director: Antonio Correa
Copywriter: Guilherme Nesti, Luis Felipe Figueiredo
Agency Producer: Rita Vilarim, Thiago Loureiro, Emerson Russo
Production Company: Farol Filmes
Sound Studio: Voicez
Spring is finally here again, which means that people are getting back outside to hang out in the sun. But finding the right sunspot isn’t always easy, especially if you live in a big city where buildings are covering the sun. To show that Ray Ban is a brand that cares about their customers we introduced “Bright Light”, it’s an application that helps people to get the most out of the sun and their sunglasses.
Advertising School: Berghs School of Communication, Stockholm, Sweden Art Directors: Eva Wallmark, Michal Sitkiewicz Copywriter: Rickard Beskow
It’s known that women don’t like the fact that others can hear them while they are in the W.C. So in order to disguise these sounds they Flush and waste water. About 219,000,000 liters of water wasted every year, just from needless flushing. To raise awareness and conserve water Publics E-dologic, a leading interactive agency in Israel teamed up with THIRST global water awareness organization and came up with an innovative idea – meet The Thirst flusher app! Thirst Flusher will cover for you without wasting water. Just set the sound, Hit the button And See how much water you saved. The result: Millions will be exposed and save water all around the world. So next time you’re on the way to the W.C remember to use Thirst flusher app. Now free at the APP store: http://itunes.apple.com/us/app/thirstflusher/id525420486?mt=8
Advertising Agency: Publicis E-Dologic, Israel Chief interaction Manger: Enon Landenberg Creatives: Aviv Stein C.T.O : Yacov Zoaretz Project Manager: Yogev Reinhold Creative & art Director: Bechor Bar-Tur Copywriters: Ilay Rotem, Idan Kligerman, Dana Blum Designer: Alex Trublenkov
Advertising Agency: Ogilvy & Mather, Colombia
Chief Creative Officer: John Raúl Forero
Head Of Art: Juan Pablo Alvarez
Creative Director: Mauricio Guerrero, Diego Cárdenas, Luis Ramírez, Andrés Lamprea
Copywriter: Mauricio Guerrero, Juan Felipe Ardila
Art Director: Diego Cárdenas, Daniel Mora, Juan José Posada
Production Company: Ogilvy Action
Producer: Nicolás Bravo
Account Manager: Manuel Estrada
Film Director: Felipe Cortés
Postproduction: David Studio
Parking Douche: a way to stop wrong parking in your area through geo-location, IP targeting and FB shares
“Douche parking” is a huge problem in cities in Russia. Online city newspaper The Village (www.the-village.ru) has decided to stop it using digital media. The Village has created a free app that allows to take pictures of wrongly parked cars, recognize car number plates, the car model and color. The data is streamed live to banner ads that are targeted through IP addresses to locations where these cars were parked. These banners appear as pop-ups on web-sites, interrupting you while you’re trying to read an online article. When you roll your cursor over the banner it let’s you know that this particular car is annoying people in a certain street in your city right now. To remove the banner you simply share the douche in FaceBook.
Advertising Agency: Look At Media, Russia
Creative Director: Katya Bazilevskaya, Rob Ikki
Art Director: Vladimir Shreyder
Digital creatives: Alexey Artukhov, Vladimir Shreyder
Project manager: Alya Gabdurakhmanova
Technical Director: Alexander Rybyakov
Front end developer: Anton Platonov
Flash developer: Alexander Redinger
Mobile developer: Alexander Simonov
For the online launch of the new automatic version of Amarok, we created an automatic site. Just like in the pick-up, people could also choose their option of transmission. If the user chooses to browse in the automatic mode, Amarok identifies the obstacles in the corner of the screen without the person having to use the mouse or the keyboard. The webcam scans the face and the navigation occurs automatically, only with the eyes.
Advertising Agency: AlmapBBDO, Sao Paulo, Brazil
General Creative Director: Luiz Sanches
Creative Director: Andre Kassu, Marcos Medeiros
Co-Creative Director: Luciana Haguiara, Sandro Rosa
Art Director: Ricardo Pocci, Sandro Rosa, Guilherme Nunes
Copywriter: João Paulo Testa
Producer: Vetor Zero
Programming: On Interactive
Technology Director: Fernando Boniotti
Sound: cromo.sônica/Studio Tesis
UX: Vanessa Marques
Account: Vanessa Previero, Ana Beatriz Moreira Porto, Aline Macedo, Leilaini Holdorf e Roberta Prevedello
Project Manager: Ana Carolina Cintra
Advertising Agency: Academy of Art, San Francisco, USA Creative: Edmund Boey Photographer: Donnie Hoffman Special Effects / Motion Graphic: Bruce Sullivan Sound: Burce Sullivan, Dante Elias Sesin Editor: Zack Sainz
Problem
Absynthe Minded is a pretty big band in Belgium, but still an unknown act in the rest of Europe.
The most important thing for Absynthe Minded is airplay. Lot’s of airplay. We worked something out to get played on radio abroad.
Idea
We’ve created The Most Exclusive Video Ever. A video that will play only when the new song of Absynthe Minded is played on radio.
Results
During two weeks time our song was played every hour somewhere in Europe. 212.000 people from abroad visited our website to see the video.
And that’s how a small Belgian band got on radio and blogs all over Europe, and engaged the right fans.
Advertising Agency: mortierbrigade, Brussels, Belgium
Creative Director: Jens Mortier, Joost Berends, Philippe De Ceuster
Art Director: Tim Arts, Stefan van den Boogaard
Producer: Emilie Kino, Jonathan Wieme
Wherever you are – in a library, store, coffee shop or elsewhere – the app will identify any book by its cover, count the number of pages, then determine density and format of the paper. The app will then show how much timber it took to produce the book and offers to opt for an electronic version of it.
As the purchase happens, a certain saved percentage is added to one of the trees in the app: you can grow five types of trees that are most commonly used in paper production.
Along with the purchase, a percentage of the proceeds can be donated to WWF by partner bookstores.
Advertising Agency: Leo Burnett, Moscow, Russia
Creative Director: Grisha Sorokin
Art Director: Grisha Sorokin, Mikhail Derkach, Andrey Sergeev
Senior Account Manager: Marina Andzhich, Anna Evdokimova
Producer: Alexey Kolokolnikov
Advertising Agency: Tribu DDB, Panamá
General Creative Director: Manuel Bordé
Art Director: Diego Florez, Gabriel Arosemena, Juan Camilo Galindo, Andres Rivera, Manuel Cortés.
Copywriter: Manuel Bordé, Ioannis Kalormakis.
Account Supervisor: Argelis Barahona
This product was developed for Meta Real, an eating rehab and weight loss method that has been around for over 25 years, and is used exclusively by people that adhered to the method.
Advertising Agency: JWT, Sao Paulo, Brazil
Chief Creative Officer: Ricardo John, Roberto Fernandez
Creative Director/Copywriter: Ricardo John
Creative Director/Art Director/Illustrator: Roberto Fernandez
Copywriter: Fernando Duarte
Art Director: Gabriel Gariba
Producer: Rodrigo Alberini
Photographer: Regis Fernandez
The television network laSexta commissioned us to launch their most important show of the season: Alcatraz. We decided to bring part of the incarceration experience into our viewers’ homes, and therefore created Alcatraz Delivery, an actual prison food delivery service. Orders could be placed by phone or on the web and were delivered by the prisoners in a police van, escorted by a policeman. In addition to the tray of disgusting prison food, we gave out a complete dossier of information about the series and its premier on laSexta.The country’s most important television bloggers and journalists received free deliveries and we even made a live delivery on one of the most popular television shows in Spain. Alcatraz was the most watched premier of the season with 4.8 million viewers.
Advertising Agency: Leo Burnett Iberia, Madrid, Spain
Executive Creative Director: Juan García-Escudero
Creative Director: Fernando Martín, Javier Álvarez
Copywriter: Alejandro Hernán, Fred Bosch, Javier Martínez, Pouline Atencio
Art Directors: Alejandro Hernán, Fred Bosch, Javier Martínez, Pouline Atencio, Seve Ruiz
Interactive Creative: Alejandro Hernán, Fred Bosch, Javier Martínez, Pouline Atencio
Designer: Pouline Atencio
Head of PR: Sarah Okrent
Head of Programming: Victor Moreno
Programmer: Luis Marcano
Event Manager: Cristina Baixas, Nuria Silla
Group Account Director: Ricardo del Campo
Account Supervisor: Carmen Corujo
Account Exec: Jesús Colmenar
Producer: Álvaro Aparicio, Álvaro Queizan
Production Company: Exit
