Archive for 07月, 2008
星期四, 07月 31st, 2008
Brief:
Men do not appreciate how common prostate cancer is and that it’s killing one man every hour in the UK. Even worse, research clearly showed that men were reluctant to talk about their health or confront serious medical issues. Our core objectives were as follows: 1. To raise awareness of Prostate Cancer in the UK. 2. To de-stigmatise the disease and hopefully raise money for research. 3. To achieve the maximum effect with the minimum budget possible. 4. To raise the profile of the charity to generate wider interest. 5. To build the donor database for future fundraising.
Solution:
We created a 40″ film which showed the late comedian Bob Monkhouse talking about losing his battle with prostate cancer, in his own inimitable style. This was launched through a PR campaign, generating unprecedented levels of national coverage appearing in national media continuously for a week. In addition, an extensive integrated campaign was developed, negotiating partnerships with national press, outdoor media and cinema to reach as many people as possible with our core campaign message. A retail partnership with WH Smith meant that badges were sold in every store in the UK. The campaign was supported virally and online. In addition, DM targeted high value potential donors.
Results:
We created over ￡3million worth of media value with a budget of less than ￡50,000. An estimated 83% of the UK population has seen the campaign an average of 4 times. The PCRF annual income from June 2007 is forecast to show an increase of 70% year on year. Traffic to the website increased by 500%. There has been a 228% increase in the charity’s donor base including a rise in the number of regularly monthly donors by 580%. Mark Emberton MD, the Charity’s medical advisor, commented: “I have seen a marked increase in patients being tested and diagnosed with the disease as a consequence of having seen the Bob Campaign”.
广告机构: The Communications Agency, London, UK
Chief 首席: Robert Prevezer
Head Of Art And Design: Shaun Patchett
创意总监 / 广告文案: Alan Curson
Senior Account Director: Caroline Jenkins
Account Manager: Rachel Patman
首席 制片人: Laura Gould, Red Bee Media
生产管理: Bridie Harrison, Red Bee Media
Bookings Co-Ordinator: Gemma Pasierb, Grand Central Studios
Managing Director: Tricia Moon, Resonate
Partner: Anthony Clifton, Greg Turzynski, Experience Communications
Film Director: Steve Cope, Red Bee Media
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星期四, 07月 31st, 2008
Brief:
Cervical cancer kills two women everyday in Spain (over 700 per year). It’s the most common cancer after breast cancer and almost no one is aware of this. Three months ago, a vaccine was created that can prevent it. This is the first vaccine to prevent cancer and six scientific associations lead by SEGO (Spanish Association of Gynecology and Obstetrics) began an awareness and prevention campaign with the following objectives: - Raise awareness of the seriousness of the illness. - Publicize the existence of the vaccines and promote preventative practices.
Solution:
These vaccines will prevent the deaths of thousands of women. The idea should allow the campaign to transcend in time and LASTS FOREVER so that our daughters and our daughters’ daughters can always remember that we were able to beat cervical cancer. A groundbreaking way to honor an important moment in history making this news more viral than the virus itself: Raise an actual monument in a public park and inscribe the names of the first 25,000 people who helped to virally spread the news using the Internet, Online Buzz, Mailings, Ambient Marketing, TV, Print, etc.
Results:
Many more women are getting vaccinated. According to IMS (Pharmaceutical sector source - imshealth.com), following the campaign, the demand for vaccines preventing cervical cancer increased by 556%. 470,605 women reached by viral email (9 times the objective!) Post-Test Nielsen (Available to jury): 60% remember the campaign 47% of those who remember the campaign intend on getting the vaccine (35% more than those who don’t remember). 67% of mothers say they’ll take their daughters in to get the vaccine after the campaign.
广告机构: Shackleton, Madrid, Spain
Account Supervisors: Laura Fuentes, Arancha Cebrián, Marta Peloche
Account 首席s: Joseba Irurzun, Veronica Acosta
Creative Supervisors: Fede Arce, Oscar Moreno
艺术总监s: Celia Martínez, Sergio Gil
Online 艺术总监s: Rubén Martínez, Jaume Leis, Jordi Ramón
Online 广告文案: Nerea Cierco
Online Programers: Daniel Rocasalbas, ícaro Obregón
Graphic 生产管理: Itxaro Vicu?a
Production Assistant: Alfredo Llópiz
Audiovisual 生产管理: Manuela Zamora
Corporate Development Manager: Alex Baixas
制片人: Pablo García Acón
Avid Editors: Paula Cuadrado, Jordi Canela
General Manager Of Shackleton Events: Lucía Angulo
创意总监: Pablo González De La Pe?a, Alvaro Gonzalez
Head Of Press: Elvis Santos
Press Asistant: Lara Garcia
General 创意总监: Juan Nonzioli
首席 创意总监: Alfonso Marián
Online 首席 创意总监: Enric Nel-Lo
广告文案s: Juan Nonzioli, Carmen Pacheco
Account Managers: Sol Rengifo, Luz González
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星期四, 07月 31st, 2008
Brief:
CityMail is a new postal service in Denmark. By their 6th month on the Danish market, the company needed an event to show its flexibility and ability to mail anything as long as it fits through a letter slot. The target audience was 786 people in charge of direct mail and mass consignment budgets in CityMail’s delivery area. The purpose was to build brand awareness and get new CityMail clients. The brief also encouraged unusual thinking in order to achieve media attention.
Solution:
We rented a shop in Copenhagen and mailed a Swedish log hut to the address using CityMail’s own letter carriers. A craftsman located inside the shop received beams, screws, paint and roof grass through the letter slot while building the hut. The building process was followed via webcam at CityMail’s website. When built, we planned a reception party. 3 weeks before, we mailed “teaser” saws to the target audience. One week later we followed-up the mailing with invitations for the reception. One end of the beam was a response coupon that you needed the teaser-saw for to saw off the coupon.
Results:
During the campaign we had 970 unique visitors on the events website to see the building process movie, even though we only direct mailed the web address to 786 special chosen decision makers. The campaign increased CityMail’s sales meetings and actual sales way beyond management’s expectations. And best off all positioned CityMail as a serious and more flexible postal alternative for Denmark. Magnus Olin (Marketing 首席) and Jarle Trandokken (CEO) officially went public with a statement saying “We are without doubt working with the best agency in Denmark”
广告机构: HJALTELIN, STAHL & CO., Copenhagen, Denmark
创意总监 / 广告文案: Nicolai Stahl
艺术总监s: Signe Skovg?rd Bahrt, Rune Petersen, Thorkild Bjerre Larsen, Mette Forum
Account Manager: Steffen Hjaltelin
Interactive 艺术总监: Martin Mohr
Developer: Kasper Bach
Director: Christian Bach, Capsize
Post-Production: Adam Hald, Capsize
Direct Strategy: Jens Peter Jensen
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星期四, 07月 31st, 2008
Stuck in the wrong job?
广告机构: JWT, Hong Kong
创意总监: Steven Lee, Kwong CHi Kit, Barbara Fu
艺术总监s: Kwong Chi Kit, Arthur Tse
广告文案s: Barbara Fu, Yee Mui Cheung
摄影师: Tim Lau
Other additional credits: Nick Leung
发行日期: March 2008
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星期四, 07月 31st, 2008
If you drive through Costa Rica do it with a car that’s not yours.
广告机构: JWT, San Jose, Costa Rica
艺术总监: Alfredo Enciso
创意总监: Christian Caldwell
Director: Khalo, Grupo Produccion Creativa
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星期四, 07月 31st, 2008
广告机构: JWT, London, UK
广告文案: Jonathan Budds
艺术总监: Anita Davis
Director: Eric Lynne, Partizan
制片人: Anna Church
Typographer: Tivy Davis
Art Buyer: Karen Robins
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