Hasta La Creative!

You can’t get closer.

Brief:
ESPN’s up-close camera coverage and commentary attracts the highest number of TV sports-viewers in Asia. Our brief was to create a Direct campaign that informed media-buyers of this.

Solution:
We re-designed actual sports-balls to look like “HUMAN EYEBALLS”!; a basketball, football and baseball. Each ball had a message on the back which read “ESPN. You can’t get closer”. They were sent with a letter (detailing the up-close camera coverage and ratings), inside a box titled with the name of the ball.

Results:
This DM exercise resulted in achieving extremely positive reactions from the targeted media community and the awareness for the key statistics showed a very positive increase. It facilitated in creating a very favourable environment for the subsequent sales process.

Advertising Agency: SAATCHI & SAATCHI, Singapore
Retoucher: Kendrick Wong
Executive Creative Director: Andy Greenaway
Creative Directors: Richard Copping, Andrew Petch
Art Directors: Richard Copping, Ronojoy Ghosh
Art Buyer: Adrel Law
Print Production: Terry Ong, Sammy Leong
Account Service: Frederic Eng
Copywriter: Andrew Petch

Brief:
Gothenburg Homeless Aid is a voluntary organisation that helps the homeless, substance abusers and other vulnerable people. People are a bit more generous around Christmas and tend to give more to those less fortunate than themselves. That’s why Christmas is a very important time for the Gothenburg Homeless Aid, a time when a large proportion of the entire year’s funding is collected. But what can be done to stand out in the onslaught of mailings and Christmas cards? Actually, we created another Christmas card.

Solution:
To draw attention to all the people with no fixed abode in Gothenburg we sent out the Christmas cards in envelopes addressed to: “Lasse Persson, a doorway/tunnel/stairwell, Hisingen (a part of Gothenburg)” and wrote the details of the actual intended recipient on the back of the envelope. Obviously the Swedish post office couldn’t find Lasse because he has no real address. The mail therefore had to be returned to the ‘Sender’ address on the back of the envelope with a post office stamp saying ‘Not known at this address’. The yellow label on the envelope not only highlights the fact that there are people in Gothenburg who have nowhere to live. It makes it virtually impossible for the recipient to simply discard it without opening it and seeing what it’s all about.

Results:
The yellow label on the envelope not only highlights the fact that there are people in Gothenburg who have nowhere to live. It makes it virtually impossible for the recipient to simply discard it without opening it and seeing what it’s all about. The Christmas card was sent to 20,000 people in Gothenburg, in the days before and after Christmas. The campaign raised SEK 1.6 million (around EUR 170,000), which is more than any other campaign for Gothenburg Homeless Aid. The result was also an increase by 60% compared to the previous Christmas campaign.

Advertising Agency: GOSS, Gothenburg, Sweden
Copywriter: Elisabeth Berlander, Micke Schultz, Ulrika Good
Art Director: Mimmi Andersson, Mattias Frendberg, Jan Eneroth, Albin Larsson
Production Designers: Louise Christiansson, Elin Andreasson, Lena Björklund Henriksson
Account Supervisors: Fredrik Toreskog, Johan Good, Stig Lundstedt
Account Managers: Lena Kling, Anna Troglin, Malin Berggren, Karolina Mindhammar, Monica N. Persson
Web Director: Robert German
Art Director: Gunnar Skarland

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.

Advertising Agency: MOOZ!, Riga, Latvia
Creative Director: Eriks Stendzenieks
Art Director: Maris Upenieks
Account Manager: Sabine Rapa
Designer: Toms Linins

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.

Advertising Agency: Duval Guillaume, Antwerp, Belgium
Creative Directors: Geoffrey Hantson, Dirk Domen
Art Directors: Carsten Van Berkel, Stefan Leendertse
Account Directors: Patrick Clymans, Philippe De Cleen

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”.

Advertising Agency: The Communications Agency, London, UK
Chief Executive: Robert Prevezer
Head Of Art And Design: Shaun Patchett
Creative Director / Copywriter: Alan Curson
Senior Account Director: Caroline Jenkins
Account Manager: Rachel Patman
Executive Producer: Laura Gould, Red Bee Media
Production Manager: 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

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 Executive) and Jarle Trandokken (CEO) officially went public with a statement saying “We are without doubt working with the best agency in Denmark”

Advertising Agency: HJALTELIN, STAHL & CO., Copenhagen, Denmark
Creative Director / Copywriter: Nicolai Stahl
Art Directors: Signe Skovgård Bahrt, Rune Petersen, Thorkild Bjerre Larsen, Mette Forum
Account Manager: Steffen Hjaltelin
Interactive Art Director: Martin Mohr
Developer: Kasper Bach
Director: Christian Bach, Capsize
Post-Production: Adam Hald, Capsize
Direct Strategy: Jens Peter Jensen

If you drive through Costa Rica do it with a car that’s not yours.

Advertising Agency: JWT, San Jose, Costa Rica
Art Director: Alfredo Enciso
Creative Director: Christian Caldwell
Director: Khalo, Grupo Produccion Creativa

Advertising Agency: Mortierbrigade, Brussels, Belgium
Creative Directors: Jens Mortier, Joost Berends, Philippe Deceuster
Art Directors / Copywriters: Tim Driesen, Joeri Vandenbroeck, Dieter Vanhoof

It’s the journey of a lifetime. Let it begin in top gear.

When the box was opened, there was a scaled model of a typical wedding car, which in Indian weddings is a very important part of the celebrations.

Advertising Agency: Mindset Advertising, India
Account Management: Rishad John
Art Director: Bankupalli Ganesh
Copywriter: Mark Samuel

Advertising Agency: Clemenger BBDO, Melbourne, Australia