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Yubari Resort: City campaign

lldry7

With a debt of $353 million, Yubari City in Hokkaido, Japan, went bankrupt in 2007. Our challenge was to promote Yubari, reenergize its citizens, and help erase the debt burden. Our PR strategy focused on the fact that Yubari boasted the lowest divorce rate in the whole of Japan and as such we created the idea, ‘Yubari, no money but love.’ In expanding this idea we created a couple of loveable, yet slightly ironic characters called ‘Yubari Fusai’. “Fusai” means both “debt” and “married couple” in Japanese. Then we collaborated with the City Government to create a series of schemes positioning the city as a destination for happy couples – one of the many promotional schemes we initiated was the formation of Department of Happily Married Couples issued official Happily Married Certificates. Important to our strategy was the need to be upbeat and positive, protecting the sensitivities of the local residents, ensuring that our efforts didn’t demean them in any way. The idea of “no money but love” was an honest, yet endearing articulation of the situation they faced. Added to which, and in a country obsessed by cute characters such as Hello Kitty, the Yubari Fusai icon, proved to be a potent vehicle in generating WOM, print and broadcast PR.

Advertising Agency: Beacon Communication, Japan
Creative Director: Masato Mitsudera
Art Director: Naoki Nishimura
Account Management: Go Suzuki, Hideki Soraoka, Tomoko Shigetome
PR: Mika Archer


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Osocio: Trees, Village, Hospital

osociotreesenvironment

osocioafricapoverty

osociohospitalhealth

“Awards can’t save our forests. Every year hundreds of PSAs are done for the wrong reasons. Help us create social advertising that actually makes a difference.”

Design: steal our ideas
Site advertised: osocio


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Sportplausch Wider SPW Bikes: Bulge, Hip, Chin

SPW_Bauch

SPW_Huefte

SPW_Kinn

“Stay in shape. SPW Bikes”

Advertising Agency: Advico Y&R, Zurich, Switzerland
Chief Creative Officer: Markus Gut
Art director: Isabelle Hauser
Graphic design: Annik Weber
Copywriter: Julia Brandstätter
Photographer: Lorenz Cugini
Visualizer: Felix Schregenberger


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Prime TV: Weekend murder scene

primetowels

“Weekend Murders. Feature length UK drama, Saturdays 8:30pm on Prime. Summer is a season of volatile TV ratings. How do we promote our show ‘Weekend Murders’ when everyone’s at the beach? We followed them there…and murdered them! Or rather, we gave out pool-of-blood shaped beach towels so that when people lay on them, they looked murdered.”

Advertising Agency: DraftFCB, Auckland, New Zealand
Creative Directors: James Mok, Chris Schofield, Billy McQueen
Art Director: Leisa Wall
Copywriter: Jane Jamieson
Account Director: Jane Wardlaw
Account Manager: Katie Loverich
Production Manager: Mason Clarke
Released: March 2009


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Viking: Sheep, Cow

vikingsheep

vikingcow

“Viking ride-on mowers. Nothing cuts grass better.”

Advertising Agency: Publicis Conseil, Paris, France
Creative Director: Olivier Altmann
Art Director: Charles Guillemant
Copywriter: Patrice Lucet
Photographer: Cedric Delsaux
Published: March 2009


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Cadbury BournVita: Peeping Kid

BOURNVITA

The fact is, most Indians don’t grow very tall and height of children is a major concern among parents. The Ogilvy & Mather Mumbai challenge was to communicate and demonstrate a very popular health drink, Bournvita’s growth-inducing properties in an interesting manner.

Advertising Agency: Ogilvy & Mather, Mumbai, India
Executive Creative Director: Abhijit Avasthi
Creative Director: Manoj Shetty, Siddhartha Dutta
Art Director: Sreejith Kodoth
Copywriter: Sreejith Kodoth
Photographer: Avadhut


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Sears Optical: Magician

Sears_magician-en

Advertising Agency: lg2, Quebec, Canada
Creative Director: Luc Du Sault
Art Directors: Vincent Bernard, Luc Du Sault
Copywriter: Nicolas Boisvert
Illustrator: Marc Rivest
Photographer: Benoit Camirand


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IKEA: You never know

Advertising Agency: 1861United, Milan, Italy
Executive Creative Directors: Pino Rozzi, Roberto Battaglia
Art Director: Edwin Herrera
Copywriter: Marina D’Andrea
Agency Producer: Carla Beltrami
Production Co.: (h)films
Executive Producer: Stella Orsini
Producer: Valentina Mereu
Director: Kasper Wedendahl
DoP: Ramsey Nickell
Editor: Chuck Willis


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Fornet: Cake

Fornet

“Stubborn smells change your food. Clean your oven with Fornet.”

Advertising Agency: Publicis, Milan, Italy
Creative Directors: Luca Scotto di Carlo, Vincenzo Gasbarro
Art Director: Alessandro Candito
Copywriter: Paolo Bartalucci
Photographer: Davide Bellocchio
Released: March 2009


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Malù Parmalat: Fries, Spaghetti, Sushi

malù_fries

Malù_spaghetti

malù_sushi

Advertising Agency: Publicis, Milan, Italy
Executive Creative Directors: Vincenzo Gasbarro, Luca Scotto di Carlo
Art Director: Laura Girola
Copywriter: Gaja Manzini
Pgotographer: Luigi Fiano, Vincenzo Gasbarro
Post production: Vincenzo Gasbarro


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Fornet: Fish, Chicken

fornetfish

fornetchicken

“And the smell goes back to hell.”

Advertising Agency: Publicis, Milan, Italy
Creative Directors: Luca Scotto di Carlo, Vincenzo Gasbarro
Art Director: Stefano Fontana
Copywriter: Sara Pollini
Illustrator: Thomas Lavezzari
Photographer: Marco Craig
Post production: Marco Vagnetti
Published: April 2009


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ACAT: Back of seats

ACAT_Tram

“Victims are people just like you and me. acat.ch Christian campaign to abloish torture.

Advertising Agency: Advico Y&R, Zurich, Switzerland


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