Hasta La Creative!

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

After the Olympic Games, the fight for human rights must go on.

Advertising Agency: TBWA\Paris, France
Executive Creative Director / Creative Director: Erik Vervroegen
Copywriter: Benoit Leroux
Art Director: Philippe Taroux
Photographer: Marc Gouby
Art Buyer: Barbara Chevalier
Account Supervisors: Anne Vincent, Tiphaine Ruault du Plessis

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

Advertising Agency: Caldas Naya, Spain
Photographers: Mike Diver & Pedro Aguilar, London
Post production: Diver & Aguilar
Creative Director: Dave Buonaguidi
Art Director: Georgina Hoffmann

Advertising Agency: Caldas Naya, Spain
Photographers: Mike Diver & Pedro Aguilar, London
Post production: Diver & Aguilar
Creative Director: Dave Buonaguidi
Art Director: Georgina Hoffmann

Real life at Incity is about to begin.

Incity is a real estate and construction firm. The Incity site project is now completed.

Advertising Agency: Ogilvy & Mather, Istanbul, Turkey
Creative Director: Tibet Sanliman
Art Director: Burak Koprulu
Copywriter: Ozge Ceyranci Mutlu
Photographer: Ilkay Muratoglu
Published: November 2008

Real life at Incity is about to begin.

Incity is a real estate and construction firm. The Incity site project is now completed.

Advertising Agency: Ogilvy & Mather, Istanbul, Turkey
Creative Director: Tibet Sanliman
Art Director: Burak Koprulu
Copywriter: Ozge Ceyranci Mutlu
Photographer: Ilkay Muratoglu
Published: November 2008

Unfortunately, China doesn’t copy everything.

Advertising Agency: Jung von Matt, Hamburg, Germany
Creative Directors: Thim Wagner, Daniel Frericks
Art Director: Jonas Keller
Published: 2008

Every year two million girls worldwide are unable to avoid genital mutilation.

Advertising Agency: Contrapunto BBDO, Barcelona, Spain
Creative Directors: Tomas Oliva, Carlos De Javier
Art Director: Lucas Jatobá
Copywriter: Marta Caseny
Photographer: Eduardo Colesi
Released: February 2008