Hasta La Creative!

Steve Auckland is returning to take the helm of Metro newspaper, a brand he left in March 2011 having run the operation for nine years.

Santander has promoted Keith Moor to the newly created position of chief marketing officer.

Mark Middlemas, the director of marketing and business development at IPG’s Mediabrands, is set to leave the agency group after 15 years for a new communications role at media data specialist Radium One.

Newsworks, the UK marketing body for newsbrands, unveiled the winners of its inaugural planning awards last night at the Groucho Club in London.

BRIEF – Once Again is a Bangalore-based NGO that follows a unique model where it accepts donations only in the form of old items, not money.

It collects items people don’t use anymore, sells them at a minimal price to the underprivileged and uses this money for the empowerment of their community –
supporting a crèche for their children, providing vocational training to women and computer training to young adults.
The brief was to make the NGO recognizable and maximize donations to support its activities. The challenge was to accomplish this with no budgets in hand.

STRATEGY – We noticed that the youth were passionate about making a difference to their surroundings, but saw charity as a boring, guilt-driven moral obligation.
We used Facebook – a place where they hang out everyday – to involve them in this cause, by making the act of donating fun and engaging.
CREATIVE EXECUTION – We created The Tagging Drive, an online donation drive on Facebook. We started with a team of Facebook volunteers, who revisited their friends’ old pictures
and tagged ‘Once Again’ to things worth donating – shoes, toys, clothes, furniture, books, etc. When the friend received the notification of the tagged picture,
curiosity prompted them to click on it. It led them to the Once Again Facebook page where they read the message, “You’ve been tagged to remind you that someone,
somewhere needs your old stuff more than you. Please donate.” The page also invited them to become Facebook volunteers and spread the word by tagging their friends.
THE RESULTS – The tags created curiosity and thousands were directed to the Once Again page. The campaign went viral with friends tagging friends.
It gained visibility on social media, received prominent coverage in leading media publications and went on to become Bangalore’s biggest tagging drive.
In a matter of a few months, thousands of pictures were tagged and several donation drives initiated. Once Again collected over ten thousand items for sale
at their thrift shop, giving the underprivileged an access to goods they couldn’t afford otherwise. The monies generated from the sale of these goods increased by 462%,
which is being recycled to support its activities. And it all started with a tag.
www.facebook.com/onceagainbangalore

Credits

Client: Once Again, Bangalore.
Headline: “BANGALORE’S BIGGEST TAGGING DRIVE”
Agency: Ogilvy & Mather, Bangalore.
President: Poran Malani
Senior Vice President: Vikram Menon
Executive Creative Director: Ajanta Barker
Creative Director: Anoop Sathyanand
Associate Creative Director / Art Director: Siju RS
Copywriters: Bhumika Udernani, Dipika Aranha
Planners: Venkataraghavan Srinivasan, Manasi Trivedi
Production: Foxfilms.in
Additional Credits: Yousef Anani, Rishad Melethil, Junaid Rahman, Rahul Antony, Prem Madhu

The post Once Again by Ogilvy Bangalore appeared first on desicreative.

Marketers need to challenge those using the lexicon of “partnerships”, writes Dave Roberts, deputy MD at M&C Saatchi Sport & Entertainment.

(TrendHunter.com) The lifestyle brand and design firm Dan and Dave created these incredible Burce Lee playing cards in honor of the late great martial artist whose birthday was today.

The Bruce Lee playing cards…

Droga5 Europe has won a global project for Radox, marking the agency’s second piece of new business since it launched earlier this year.

(TrendHunter.com) If you’re somebody who cannot for the life of you even fathom being caught dead in the same item of clothing as somebody else, then these fashionable DIYs are for you.

Nothing says limited-…

Advertising Agency: Draftfcb, London, United Kingdom
Clients: Stephan Tieleman, Jeroen de Wever, Nynke Nijp
Creative Director: Peter Kusters
Creatives: Wouter Kampman, Jochem Rijlaarsdam, Rolf Bais
Client Services Director: Robert Guis
Strategy: Roger Verdurmen
Producer: Gemma Blekemolen
Illustration: Esra Røise
Animation: Kreukvrij
Music: I Can Chase Dragons! / MassiveMusic
Postproduction: Postoffice