Brief: To get under the radar of hardened smokers who block out health advice and opinion. They know that smoking is bad for them but, as with any addiction, they blind themselves to the effects on their own health and the health of others. As a result they are pretty immune to the standard ’smoking is bad for you’ advertising which they deem to be ‘preachy’. We needed to find a fresh approach which would surprise them before they had time to block out the message.
Solution: Very few smokers know that smoke from a cigarette is made up of over 4000 chemicals including hydrogen cyanide, formaldehyde and benzene. The idea was to make smokers reappraise the highly dangerous nature of these chemicals by placing them in public places together with the hazardous warning signs that have to accompany them by law. The shock of seeing such a large group of chemicals together in town centres was compounded when it was further revealed that they are actually all present in cigarette smoke.
Result: The main aim of the chemical tanker was to launch the campaign which it did extremely successfully. It also generated £75,000 of free publicity with lead stories on the Guardian Media’s website and further extensive coverage on the BBC online, ITV, BBC Radio 4 and BBC Radio Scotland plus other local stations. Awareness of the poisons in smoke rose by 178%. The website received 62,467 unique visitors in just 14 days with 124,682 page views. 85% of people believed cigarette smoke posed real dangers while 58% of smokers took action to give up.
Agency: Ogilvy, London, UK
Executive Creative Director: Malcolm Poynton
Creative Director: Colin Nimick
Art Director: Charlie Wilson
Copywriter: Emma de la Fosse
Account Manager: Jenny Bust
Account Director: Donna Buckingham
Business Partner: Georgie Stewart
Production Manager: Philip Melaney
Brief: Most people think you need high professional equipment to take underwater photos. So our client wanted us to create a campaign that shows the advantages of the OLYMPUS mju 725 SW digital compact camera. It is easy to use and even enables shutterbugs to take funny snap shots of sea dwellers that are normally not as friendly.
Solution: Positioning of the OLYMPUS mju 725 SW as “digital snap shot camera” for underwater fun.
Result: Against the business trend Olympus was able to improve its operating by more than 66% up to 227 million Euros and exceeded the expectations. For the fiscal year, ending in March, the company raised its market objectives for digital compact cameras to 9.5 million units compared to the initial 9 million units.
Agency: Del Campo Nazca Saatchi & Saatchi, Buenos Aires, Argentina
Executive Creative Directors: Gastón Bigio, Jonathan Gurvit (Head of Art)
Creative Directors: Jorge Ponce Betti, Gabriel Huici
Copywriter: Jorge Ponce Betti
Art Director: Gabriel Huici
Photographer: MatÃas Posti
Account Supervisors: Andrea DÃquez, Enrique Vera Vionnet
Advertiser’s Supervisor: Erika Herrero
Digital Retoucher: Pablo Romanos
Agency Producer: Luli Dragan
Brief: Arnold Worldwide Italy opened a guerrilla marketing department called Arnold Guerrilla. We needed to advertise the service to marketing managers.
Solution: To communicate that with Guerrilla Marketing everything is granted and to make something unique that could strike marketing managers. The Marketing Voodoo Kit made in single copies is an object that marketing managers would want to keep on their desk and show to their collegues.
Result: Coca Cola Italy and Nike Italy called us for an agency presentation. Grana Padano Cheese asked us to enter the pitch for Grana Padano Cheese and San Daniele Ham.
Agency: Arnold Worldwide, Milan, Italy
Executive Creative Director: Maurizio Maresca
Art Director: Paolo Troilo
Copywriter: Alessandro Sabini
Agency: Young & Rubicam, Buenos Aires, Argentina
Executive Creative Director: Guillermo Vega
Creative Director: Demian Veleda (Head of Art)
Copywriter: Diego Gueler
Art Director: Maximiliano Borrego
Illustrator: Daniel Romanos
Objective: The brief was aimed at inspiring football-crazy kids to pursue their dreams of playing professionally.
Development: A limited number of Nike shoeboxes were transformed to house a stadium within by inserting a printed sheet of the stadium interior with embedded sound chips. So you could hear the crowd go wild when the box was opened.
Relevance: Nike took the opportunity to ride on their latest soccer boots, which were developed together with professional players for enhanced performance.
Outcome/Results: Great interest was generated for the soccer boots which led to word of mouth amongst the football-crazy kids. Nike’s position as the number one supporter was reinforced with their unrelenting belief in talent.
Agency: Publicis, Singapore, China
Regional Creative Director: Calvin Soh
Creatives: Loh Weicheng, Yvonne Chia
DI Artist: Jimmy Leow
Project Manager: Gwynn Wong
Associate Account Director: Jason Tan
Agency: JWT, Paris, France
Executive Creative Directors: Andrea Stillacci, Pascal Manry
Art Director: Giovanni Settesoldi
Copywriter: Luissandro Del Gobbo
Photographer: Riccardo Bagnoli
Illustrator: Claudio Luparelli
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