Hasta La Creative!

“We placed rolls of custom printed toilet paper in hotels, restaurants and department store’s public bathrooms, luring young parents into the micro site and eventually into egg baby’s main website.”

Advertising Agency: Marta Ibarrondo, Madrid, Spain
Art director: Marta Ibarrondo
Copywriter: Bob Havlena

Advertising agency: BBR Saatchi & Saatchi, Tel Aviv, Israel
Chief Creative Officer: Yoram Levi
Creative Director: Ben Sever
Art Director: Eran Nir
Copywriter: Tomer Gidron
Account Director: Yael Ron
Account Supervisor: Shlomit Kugler
Account Executive: Adi Hefetz
Planning Director: Daniel Weismann
Planner: Asaf Amir

Dans la continuité de leurs différentes installations en 2009, voici une nouvelle création conçue par le collectif français Visual System et présentée dans le cadre du festival Exit à Créteil. Une collaboration des artistes Julien Guinard et Valère Terrier sur une musique de “Le Tone”.

Previously on Fubiz

• Light Birds
• Bouncy Ball Installation
• Spike Jonze x Absolut

LONDON – Iceland has moved its £10m UK advertising account into Beta without a pitch.

LONDON – Play.com has called a review of its advertising account, as the online retailer looks to fend off increased competition.

The seventh in a series on DM Case Studies by Sanjeev Jasani, VP, OgilvyOne, New Delhi.

Business is a serious game. And CEOs don’t run!

CEO’s attend round table conferences, strategy summits and engage in high profile leisure activities like Golf, cricket, swimming etc. But somehow we don’t associate them with running. (There are a few exceptions to this of course but only a handful). And certainly not running in public with the masses.
The challenge here was to break this mindset (in this case, the CEO’s own) and get them to run in the Hutch Delhi Half Marathon (HDHM). Since this event was being organized for the first time in Delhi, there were no past experiences to refer to and this event itself would serve as a benchmark for future years. Further since it was being launched for the first time, it was extremely critical to set the tone of the event. And for that it was important to elicit participation from even the upper segment of the society. The database constituted of 100 top CEO’s who were also Hutch customers, held in high esteem by the society and seen as leaders in their fields.

The Idea: Shoes are sold in pairs. Period.

A single shoe is an incomplete story. Which almost calls out for unraveling. When we sent the single shoe to CEO’s, we expected them to turn around and ask for the other pair. And sure enough, they did. The programmed was designed to keep room for a follow up communication. We were aware that we were giving too little time for CEO’s to reschedule their busy lives and take out some time for the event, leave alone to practice. And therefore we sent them a reminder email and offered a RSVP number for them.
Out of 102 DM’s sent the exercise saw 34 CEO’s responding to the invite and 34 pairs of shoes were sent out. This gave us an exceptionally good response rate of 33.33% as compared to the expected 10%. There was a tremendous amount of word-of-mouth publicity that Hutch received amongst the high profile customers and decision makers.

In the larger context, Hutch was also able to establish a connect with its top end users and this exercise served as a platform for Hutch to build a relationship program with these CEO’s subsequently.
This entry won the GOLD at EMVIES AWARD 2006

CHICAGO (AdAge.com) — JWT's top two North American executives are departing the WPP-owned network to start their own agency.

Kraft Foods has scored a hit for its Lacta chocolate bar in Greece by crowdsourcing a 27-minute branded-entertainment film, involving the audience in everything from writing the story to casting the film and styling the actors. Some even popped up as extras in the finished film. And in a down market for chocolate bars, Lacta's sales are growing.

We all know that great advertising and marketing is fueled heavily on the availability of credible market research data. The census is the most important and most reliable source of research information that exists in the U.S. Hence, we can't sit on the sidelines hoping that every person with a pulse completes his or her census document in a timely manner.

As the consumer's world moves from 30-second spots to total brand immersion, the impact on all elements of the marketing mix is more important than ever before. Yet in reality, we rarely use our agencies' unmatchable creativity in these areas. And marketing needs real innovation from its agencies.