ADESF: Naked

ADESF: Naked

In 2042, the temperature in big cities will increase by 8 degrees on average.
Live to see it. Quit smoking.

Advertising Agency: Neogama/BBH, São Paulo, Brazil
Creative Directors: Alexandre Gama, Márcio Ribas, Wilson Mateos
Art Director: Max Geraldo
Copywriter: José Luiz Martins
Illustrator: Bruno Borges
Published: April 2008

ADESF: Bin Laden

ADESF: Bin Laden

In 2066, Bin Laden will be caught.
Live to see it. Quit smoking.

Advertising Agency: Neogama/BBH, São Paulo, Brazil
Creative Directors: Alexandre Gama, Márcio Ribas, Wilson Mateos
Art Director: Max Geraldo
Copywriter: José Luiz Martins
Illustrator: Bruno Borges
Published: April 2008

Arbeitskreis Vorratsdatenspeicherung: Fingerprints

Arbeitskreis Vorratsdatenspeicherung: Fingerprints

Brief:
Since the beginning of 2008, a new law gives the German federal government broad access to stored telephone and Internet data — including e-mail addresses, length of call and numbers dialled — for a six-month period. The private initative “Arbeitskreis Vorratsdatenspeicherung” called for a class-suit against the new law. But how can you make people believe how many traces they leave when surfing the Web?

Solution:
Though widespread discussions in the press, most users don’t realise what kind of data and to which extent they leave behind when surfing the Web. A special program visualises the digital fingerprint of every user. The fingerprints lead the user to a landing page and to special browser for anynomous Web surfing.

Results:
Being launched just in 2008, the “Fingerprint” project may be able, to fuel the discussion about privacy in the Internet and raise awareness for the issue. The sheer number of 30,000 participants that joined the class-suit of the Initiative at the German Constitutional Court clearly demonstrates the public interest.

Advertising Agency: NORDPOL+ HAMBURG, Germany
Creative Director: Ingo Fritz
Claudius Gerstner, Nordpol+ Hamburg
Art Directors: Dominik Anweiler, Mark Höfler

The Truth: Sleeping Beauty

The Truth: Sleeping Beauty

Advertising Agency: Love Communications, Salt Lake City, USA
Creative Director: Preston Wood
Art Director: Trent Wall
Copywriter: Alison Faulkner
Published: January 2008

The Truth: Rapunzel

The Truth: Rapunzel

Advertising Agency: Love Communications, Salt Lake City, USA
Creative Director: Preston Wood
Art Director: Trent Wall
Copywriter: Alison Faulkner
Published: January 2008

The Truth: Prince Charming

The Truth: Prince Charming

Advertising Agency: Love Communications, Salt Lake City, USA
Creative Director: Preston Wood
Art Director: Trent Wall
Copywriter: Alison Faulkner
Published: January 2008

German Foundation for Monument Protection: Begging sculptures

German Foundation for Monument Protection: Begging sculptures

My cathedral needs your help.

Brief:
Germany’s historical monuments can only be saved from disrepair at great cost. For this, the German Foundation for Monument Protection urgently needs donations. The challenge: In the first place, people need to be made aware of this, and then of course, they should donate money.

Solution:
We let those bag for donations who are most directly suffering from the disrepair of historical monuments: those sculptures that are an integral part of the respective historical buildings. Replicas were made from the original sculptures. These sculptures were placed in subway stations and pedestrian underpasses, begging for “their” historical monuments. Preferably in the direct vicinity of those historical buildings for which they are collecting their donations.

Results:
Throughout the time of the promotion, the German Foundation for Monument protection registered 40% increase in donations.

Advertising Agency: Ogilvy, Frankfurt, Germany
Creative Director / Art Director: Simon Oppmann
Creative Director / Copywriter: Peter Römmelt
Account Management: Marco Bisello
Advertising Manager: Dr. Ursula Schirmer, German Foundation For Monument Protection

China Organization Against Domestic Violence: Mob

China Organization Against Domestic Violence: Mob

To her, being here feels safer than home.

Advertising Agency: DDB Shanghai, China
Creative Director: Michael Dee, Jody Xiong
Art Director: Jody Xiong, Eric Sun, Leo Wan
Copywriter: Meredin Xu
Illustrator: Jody Xiong
Photographer: A-bang
Published: February 2008

China Organization Against Domestic Violence: Wolves

China Organization Against Domestic Violence: Wolves

To him, being here feels safer than home.

Advertising Agency: DDB Shanghai, China
Creative Directors: Michael Dee, Jody Xiong
Art Directors: Jody Xiong, Eric Sun, Leo Wan
Copywriter: Meredin Xu
Illustrator: Jody Xiong
Photographer: A-bang
Published: February 2008

China Organization Against Domestic Violence: Shadow

China Organization Against Domestic Violence: Shadow

To save children living under the shadow of domestic violence.

Advertising Agency: DDB Shanghai, China
Creative Directors: Michael Dee, Jody Xiong
Art Directors: Jody Xiong, Eric Sun, Leo Wan
Copywriter: Meredin Xu
Illustrator: Xiao Longhua
Published: February 2008

China Organization Against Domestic Violence: Uncover

China Organization Against Domestic Violence: Uncover

Cover it or Uncover it?

Advertising Agency: DDB Shanghai, China
Creative Directors: Michael Dee, Jody Xiong
Art Directors: Jody Xiong, Eric Sun, Leo Wan
Copywriter: Meredin Xu
Illustrators: Xiao Longhua, Jody Xiong
Photographer: Song Bo
Published: February 2008

Gothenburg Homeless Aid: Returned

Gothenburg Homeless Aid: Returned

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

Children of the World: Help me read this

Children of the World: Help me read this

Brief:
To get a largely indifferent city to participate in a literacy initiative, aimed at educating street children. Our client ‘Children of the World’ needed to generate both funds and volunteers for the programme to be successful.

Solution:
We observed that most of the street children who were illiterate, ironically spent their day selling magazines and books to commuters at traffic signals. The rest of the city spent a fair amount of time trying to navigate these same roads. We used the magazines these children were selling as the medium and urged people to help the kids read them; by placing tear-off, self-stamped envelopes on the jackets of the magazines with the message ‘Help me read this’.

Results:
Within the first week itself, enquiries and donations started pouring in. Post the campaign period, Children of the World received over 300 sponsors for individual children, a number that far exceeded results in previous years. Our client also managed to set up makeshift schools across the city There were also many call-ins from people, many of whom are now volunteers for the programme.

Advertising Agency: Contract Advertising, New Delhi, India
Copywriter: Natasha M Martis
Creative Director / Art Director: Vineet Mahajan
Creative Director: Uddalak Gupta
Chief Creative Officer: Ravi Deshpande

Santa Casa: Waiting list

Santa Casa: Waiting list

If you needed an organ transplant, your name would be here.

Advertising Agency: Y&R, Sao Paulo, Brazil
Executive Creative Director / Creative Director: Tomas Lorente
Copywriter: Marilu Rodrigues
Art Directors: Axel Levay, Widerson Souza
Art Buyer: Monica Beretta
Account Supervisor: Valeria Ordonhez
Advertiser’s Supervisor: Dr. Antonio Carlos Forte
Other Credits: Elaine Carvalho

Orange: Zebra

Orange: Zebra

Text messaging while driving prevents you from seeing what really matters.

Advertising Agency: Shalmor Avnon Amichay/Y&R, Tel Aviv, Israel
Executive Creative Director: Gideon Amichay
Creative Directors: Tzur Golan, Yariv Twig
Copywriter: Geva Kochba
Art Director: Asaf Covo
Account Supervisors: Merav Harel, Merav Greenstein
Other Credits: Noam Manella, Hilla Tamir, United Media

Latvian Transplantation Centre: Donors

Latvian Transplantation Centre: Donors

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

Amnesty International: Swimming

Amnesty International: Swimming

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

Amnesty International: Weight lifting

Amnesty International: Weight lifting

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

Amnesty International: Archery

Amnesty International: Archery

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

The Prostate Cancer Research Foundation: Give a Few Bob

The Prostate Cancer Research Foundation: Give a Few Bob

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