Hasta La Creative!

Brief:
The brief was to launch a new performance enhancing bread across Australia. The product: new Wonder Performance is a unique combination of complex carbs and iron for energy, as well as protein and amino acids for strength that gives teenagers the fuel to perform. Our objective was to appeal to the diverse audience of mums and teenage boys within a short period of time.

Solution:
Our solution stemmed from the fact that Wonder had had a ‘proven’ track record of transformational powers. We seeded the internet with three different unbranded mpegs of ducks that had unique powers: duck surfing, formation flying and escalator ducks. A unique website and phone number was set up to report on these ‘duck phenomena’. A TVC then broke the news that the ducks were performing this way because they shouldn’t be fed new Wonder Performance bread: it was good for teenagers but not for ducks. This news was posted on the website and in eDM to those who had registered.

Results:
The launch of the three mpegs went viral in the true sense of the word. To date there have been over 2.7 million views on YouTube, over half a million listings for ‘surfing duck’ on Google. The phenomenon was featured on the New York Times, Sky News and Daily Telegraph websites to name a few. Over 10,000 people have registered for a duck repellent ring tone or filed a duck report. In the first week of launch New Wonder Performance sold over A$1,000,000 worth of bread.

Advertising Agency: BMF, Sydney, Australia
Agency Producer: Whitney Hawthorn
Strategic Planner: Gerry Cyron
GAD: Vicky Norton
Account Director: Patrick Cahill
Account Manager: Esther Knox
Production Company: Flying Fish
Post Production: Perceptual Engineering/The House Of Curves
Director: Joe Leonie
Digital Planning Director: Aaron Michie
Creative Director, Interactive: Chris James
Executive Creative Director: Warren Brown
Creative Director: Simon Langley
Art Director: Paul Bruce
Copywriters: Cleve Cameron, Richard Morgan
Digital Art Director: Craig Bailey

Advertised brand: Dunkin’ Donuts

Advertising Agency: Hill Holliday Boston, USA
Chief Creative Officer: Kevin Moehlenkamp
Creative Directors: Tim Cawley, Kevin Daley
Art Director: Megan O’Connell
Copywriter: Lindsay Bowen
Illustrator / Photographer: Alice Blue
Published: August 2008

Advertising Agency: Hill Holliday, Boston, USA
Executive Creative Director: Kevin Moehlenkamp
Senior Art Director: Darren Bult
Associate Creative Director / Copywriter: Scott Noble
GCD / Copy: Time Cawley
GCD / Art: Kevin Daley
Published: April 2008

Advertising Agency: DDB Sydney, Australia
Executive Creative Director: Matt Eastwood
Copywriter: Alex Stainton
Art Director: Jakub Szymanski
Photographer: Christian Mushenko
Typographers: Jason Young, Erwin Santoso
Account Supervisor: Penny Sarfati
Advertiser’s Supervisor: Helen Farquhar
Retoucher: Dennis Monk

Advertising Agency: SCHOLZ & FRIENDS Hamburg, Germany
Executive Creative Directors: Stefan Setzkorn, Matthias Schmidt
Creative Directors: Heiko Schmidt, Gunnar Loeser
Copywriter: Lena Krumkamp
Art Director: Sascha Mauson
Strategic Planner: Tanja Scherer

Art Director: Marcelo Ferranti

Advertising Agency: Hill Holliday, Boston, USA
Chief Creative Officer: Kevin Moehlenkamp
Group Creative Directors: Tim Cawley, Kevin Daley
Art Director: Mike Shaughnessy
Copywriter: Rick McHugh
Agency Producer: Lisa Belden
Production Company: H.S.I.
Director: The Saline Project
Aired: February 2008

Advertising Agency: Heye Group, Unterhaching, Germany
Executive Creative Directors: Alexander Bartel, Martin Kiessling
Creative Director: Ralph Taubenberger
Art Directors: Henning Janzen, Frank Widmann
Art Buyer: Rosina Bischur
Account Supervisors: Carina Eickmann, Kai Lapinski
Advertiser’s Supervisor: Markus Pichler
Media: Marcus Emersic
Creative Ret.: Mathias Remmling
Concept: Frank Widmann

McDonald’s recycles 6,200 tons of paper per year.

Advertising Agency: TBWA\Paris, France
Executive Creative Director / Creative Director: Erik Vervroegen
Copywriter: Daniel Perez
Art Director: Mohamed Bareche
Account Supervisor: Delphine Malvy

If it swims, we have it.

Advertising Agency: forte identity design, Singapore
Art Director: Albert Lee
Copywriter: Xu Zhiwei
Photographer: Wei Ming, Stardust
Digital Imaging: Chew Peng, Stardust
Published: July 2008