中国反对家庭暴力组织: Uncover
星期四, 07月 31st, 2008
Cover it or Uncover it?
广告机构: DDB Shanghai, China
创意总监: Michael Dee, Jody Xiong
艺术总监s: Jody Xiong, Eric Sun, Leo Wan
广告文案: Meredin Xu
插图设计s: Xiao Longhua, Jody Xiong
摄影师: Song Bo
发布日期: February 2008
Archive for 07月, 2008
Children of the World: Help me read this
星期四, 07月 31st, 2008
Brief:
To get a largely indifferent city to participate in a literacy initiative, aimed at educating street children. Our client ‘Children of the World’ needed to generate both funds and volunteers for the programme to be successful.
Solution:
We observed that most of the street children who were illiterate, ironically spent their day selling magazines and books to commuters at traffic signals. The rest of the city spent a fair amount of time trying to navigate these same roads. We used the magazines these children were selling as the medium and urged people to help the kids read them; by placing tear-off, self-stamped envelopes on the jackets of the magazines with the message ‘Help me read this’.
Results:
Within the first week itself, enquiries and donations started pouring in. Post the campaign period, Children of the World received over 300 sponsors for individual children, a number that far exceeded results in previous years. Our client also managed to set up makeshift schools across the city There were also many call-ins from people, many of whom are now volunteers for the programme.
广告机构: Contract Advertising, New Delhi, India
广告文案: Natasha M Martis
创意总监 / 艺术总监: Vineet Mahajan
创意总监: Uddalak Gupta
Chief Creative Officer: Ravi Deshpande
Latvian Transplantation Centre: Donors
星期四, 07月 31st, 2008
Brief:
The brief from the client was to develop the campaign against speeding and agressive driving and in that way reduce the number of car accidents and people killed on the roads. Target audience were those who consider the speeding kind of lifestyle - the protest to existing speed limits, not people who are exceeding the allowed speed for some 10km/h, but those who are playing hide and seek with the police.
Solution:
Organ Donors Certificate was developed as a part of the campaign. Agency analysed that the reason for speeding is very social, fast driving is considered to be cool among large groups of the society. Since lecturing would not work for grown-ups it was necessary to shock the target audience. Another social problem - shortage of organs needed for transplantation was found and during the campaign agressive drivers were asked to sign their organs to those who are waiting in rows for transplantaton operations, by signing Organ Donors Certificate. Certificates were issued directly to aggressive drivers during raids by the Latvian road traffic police.
Results:
Number of victims dropped by 29%. You may ignore the ad, but you will always remember the day you signed your Organ Donors Certificate and devoted your organs to somebody else. Campaign raised as well the discussion of another social problem - the sortage of organ donors, Transplantation Center was very thankful and client had nothing against combined solution, since the main task was to save lives.
广告机构: MOOZ!, Riga, Latvia
创意总监: Eriks Stendzenieks
艺术总监: Maris Upenieks
Account Manager: Sabine Rapa
Designer: Toms Linins
Bosch: Calendar
星期四, 07月 31st, 2008
Brief:
To get selected dealers and distributors excited about the new, special high-performance, battery-operated Bosch Rotak 43 LI lawn mower - with the help of an exceptional calendar.
Solution:
Every page in the calendar is cut in a special way to initially create the individual impression of a wild and untended lawn. The recipient becomes part of the action and tears off a calendar page every day. By doing this, he is actually continuing to ‘mow’ day by day and so, bit by bit, he has a perfectly cut lawn in front of him at the end of the year. It’s an authentic and unique mowing experience, because the width of the calendar corresponds exactly to the width of the lawn mower.
Results:
Thanks to its surprising idea, the calendar quickly became a coveted collector’s item. Since its publication in the middle of December 2007, the battery-operated Bosch lawn mower has been a topic of conversation within the national German dealer network.
广告机构: Jung von Matt, Hamburg, Germany
首席 创意总监: Wolf Heumann, Dirk Haeusermann, Timm Hanebeck, Sascha Hanke
艺术总监s: Andy Tran, Hendrik Schweder
Graphic Design: Nadya Innamorato
Agency 制片人: Philipp Wenhold
Account Supervisors: Isabell Poschadel, Inga Gerckens, Jochen Schwarz
Scottex: Strength
星期四, 07月 31st, 2008
Brief:
Communicate the strength of Scottex kitchen paper towels to restaurant owners.
Solution:
We created a mailing made from real Scottex kitchen paper towels. These mailings were posted ‘as is’, without an envelope, and sent to restaurants all over Belgium. After a successful series within Belgium (see result) we decided to take things a step further… literally. So we used our agency in New York and a befriended agency in Tokyo. The agencies then sent out a new series of mailings to Belgian restaurants.
Results:
A big hand for the Belgian and world’s postal services! All the mailings we first sent out to test the concept in Belgium arrived without any damage. Same went for almost all the mailings we sent in the second round (from NY, Tokyo and Ushuaia). We called all the restaurants to check if and how the mailing was received. 98% of all the mailings reached the restaurants in a perfect state and was considered super original and convincing. Even the series posted from Ushuaia, the world’s most southern city, made it all the way to Belgium.
广告机构: Duval Guillaume, Antwerp, Belgium
创意总监: Geoffrey Hantson, Dirk Domen
艺术总监s: Carsten Van Berkel, Stefan Leendertse
Account Directors: Patrick Clymans, Philippe De Cleen
Wonder Performance Bread: Ducks
星期四, 07月 31st, 2008
Brief:
The brief was to launch a new performance enhancing bread across Australia. The product: new Wonder Performance is a unique combination of complex carbs and iron for energy, as well as protein and amino acids for strength that gives teenagers the fuel to perform. Our objective was to appeal to the diverse audience of mums and teenage boys within a short period of time.
Solution:
Our solution stemmed from the fact that Wonder had had a ‘proven’ track record of transformational powers. We seeded the internet with three different unbranded mpegs of ducks that had unique powers: duck surfing, formation flying and escalator ducks. A unique website and phone number was set up to report on these ‘duck phenomena’. A TVC then broke the news that the ducks were performing this way because they shouldn’t be fed new Wonder Performance bread: it was good for teenagers but not for ducks. This news was posted on the website and in eDM to those who had registered.
Results:
The launch of the three mpegs went viral in the true sense of the word. To date there have been over 2.7 million views on YouTube, over half a million listings for ’surfing duck’ on Google. The phenomenon was featured on the New York Times, Sky News and Daily Telegraph websites to name a few. Over 10,000 people have registered for a duck repellent ring tone or filed a duck report. In the first week of launch New Wonder Performance sold over A$1,000,000 worth of bread.
广告机构: BMF, Sydney, Australia
Agency 制片人: Whitney Hawthorn
Strategic Planner: Gerry Cyron
GAD: Vicky Norton
Account Director: Patrick Cahill
Account Manager: Esther Knox
Production Company: Flying Fish
Post Production: Perceptual Engineering/The House Of Curves
Director: Joe Leonie
Digital Planning Director: Aaron Michie
创意总监, Interactive: Chris James
首席 创意总监: Warren Brown
创意总监: Simon Langley
艺术总监: Paul Bruce
广告文案s: Cleve Cameron, Richard Morgan
Digital 艺术总监: Craig Bailey
