WWF – The world’s first green file format: the WWF





Insights, Strategy & the Idea
Every day, entire forests are cut down to make paper. Paper that’s senselessly used to print out documents all over the world: websites, emails, even entire reports instead of those few pages that are really needed and read. This happens in spite of the fact that it’s easy to avoid printing by saving the document as a PDF. But even PDFs can sometimes also be printed out. So to stop unnecessary printing and encourage a new awareness about the use of paper, we’ve developed the world’s first green file format: .wwf.
A format that can’t be printed out. A simple idea that saves trees. In Hamburg we invited german journalists to a big press conference. Hosted by german WWF chair president and the chair president of the agency. We attracted all big television channels and publishing houses. Not clever communication is our product. This is a clever product communication.
Creative Execution
The WWF Organisation is one of the most important environmental organizations in the world. For 50 years the WWF has pursued one goal: to rescue the rainforests. With this Partner we wanted to raise this important issue . That’s why we invented the world’s first green file format: The .wwf. A file format that simply cannot be printed out. We wanted to put an end to the unnecessary printing and start raising global awareness of the destruction it causes. The product is the message.
Results and Effectiveness
After just four weeks, the website had already welcomed 200,000 visitors from 183 countries, and the software had been downloaded over 30,000 times. On Facebook we’ve got over 10.000 friends.
Just a few days after the campaign was launched, the WWF was THE topic of conversation in the news, in tweets and on blogs across the world.

Advertising Agency: Jung Von Matt
Creative director: Doerte Spengler-Ahrens/Jan Rexhausen
Art Director: Michael Kittel/Alexander Norvillas
Copywriter: Henning Mueler-Dannhausenn/Lisa Glock


Wrigley’s Extra Polar Fresh – Mint Parking Ticket



The challenge was to distribute the fresh mint taste of wrigley’s extra polar fresh not only to the consumer, but also onto everyone’s lips. To successfully achieve our goal, wrigley made use of an everyday observation: when you drive into a parking lot, you haven’t got a free hand for your parking ticket, so you put it in your mouth. This gave wrigley the idea to create the world’s first flavoured parking ticket. Wrigley printed tickets with a very thin layer of mint and placed them in parking lots. when drivers put the ticket in their mouth, they experienced the fresh flavour of Wrigley’s Extra Polar Fresh gum. Drivers had the taste for more, and there was an increased sale of Wrigley’s Extra Polar Fresh in stores close to the parking lots. A test-run showed that this promotional idea was well received by consumers and fit for a nation-wide promotion.

Advertising Agency: BBDO, Düsseldorf
Chief Creative Officers: Christian Mommertz, Sebastian Hardieck, Wolfgang Schneider
Executive Creative Director: Carsten Bolk
Art Directors: Michael Plückhahn, Gustavo Vieira Dias
Copywriter: Isabel Campagna


SportScheck – Sporty Vouchers



Midway through the winter sports season, in January 2011, SPORTSCHECK Frankfurt asked for an impactful idea to drive sales of winter sports equipment and to remind Frankfurt citizens that snow can be great fun. Nobody likes scraping snow and ice off their cars every morning. How we can use this unpopular snow to show the bright side of winter?

With unique use of media, we transformed snow-covered cars into skid-marked ski slopes. Miniature snowboarders and skiers show the fun side of winter – and are also giving out discount vouchers for winter sports equipment from the new SPORTSCHECK store in Frankfurt. These appealing vouchers tell the story of great winter sport action on the roofs of people’s cars. They are as impactful as the SPORTSCHECK TV commercial, and convey the SPORTSCHECK message of “Wir machen Sport” (“We do sport”) in a simple, engaging way.

We distributed 2,500 vouchers in Frankfurt, of which 23.6 % were redeemed in store. This increased sales by up to 17.2%. The citizens of Frankfurt liked the idea and took pictures of it. These vouchers inspired our target audience to do more winter sports.

Advertising Agency: Ogilvy, Frankfurt
Executive Creative Director: Michael Kutschinski
Creative Director: Uwe Jakob
Copywriter: Christian Urbanski
Art Director: Christian Urbanski
Designer: Uwe Jakob


The First Creative Moodboard.jpeg That Wishes You Happy Holidays

The Brief
Summer is coming. Everybody is leaving and the regular activity on the website will be stopped. Sun is burning to high to use an Ipad on the beach… So we need to inform the blog will be pause for few weeks.

Idea
We started from a very simple insight: when it’s summer everybody whises an happy summer to all of his friends. So let’s have a nice holiday to everybody.

Solution
Create a “.jpeg whises moodboard” and post it on the bog.

Results
700 people receive the summer wishes, the operation was a great success. A big buz started from the blog and spread all around the social media. The blog views increased by the 35% that day.
Only in September we will have the final results on the effectivness of the entire operation…

 

Advertising Agency: This is not ADVERTISING


Häagen-Dazs – Tasty Stamps




Objective
Create a campaign that will reward loyal Häagen-Dazs customers in the Häagen-Dazs Cafés and stimulate repeat purchases. The campaign must communicate the basic proposition: Let your tongue travel.

Development
Let your tongue travel. That is the Häagen-Dazs claim. Now with the new Häagen-Dazs tasty stamps, you can literally send your favorite taste sensation on a journey. These genuine Austrian postal stamps taste of Choc Choc Chips, Panna Cotta & Raspberry, Cookies & Cream, Macadamia Nut Brittle or Strawberry Cheesecake. Each flavor is assigned to a specific stamp motif. There were 5 motives in all. Loyal customers who bought 10 scoops of Häagen-Dazs ice cream were rewarded for their pleasure! They received free specially-designed stamps and postcards, enabling them to send their favorite flavours as a greeting.

Relevance
The campaign was scheduled to last for one month. But at the two-week halfway mark, the stamps were already out of stock at the participating Häagen-Dazs locations.

Outcome
Product sales almost doubled within this short period of four weeks.The campaign was scheduled for a month. But at the two-week halfway mark, all 12,000 booklets were already out of stock at the participating Häagen-Dazs stores in Austria. And: Product sales almost doubled within this short period.

Advertising Agency: TBWA\ Germany
 Creative Director: Dietrich Zastrow
Art Director: Kirsten Frenz
Copywriter: Susanne Thomé


AlmapBBDO for Havaianas (2000/2011) – The most beautiful case history in the world

Few agencies are as consistently brilliant year after year as Marcello Serpa’s Sao Paulo shop, Almap BBDO, whether the job is to make a global brand like Volkwagen a local favorite, or take a local brand like Havaianas global. For the latter, the shop created happy ads in eye-popping colors that capture Brazil’s fun, sunny lifestyle in a flip-flop the Brazilians — and increasingly the rest of the world — will pay a premium for.

Brazilians love their Havaianas flip-flops. And every year, so do more consumers around the world. In a long marketing journey, Havaianas have transformed a commodity that was one step above going barefoot for Brazil’s poor to a chic brand bursting with colorful personality. It didn’t happen overnight. For 30 years, Havaianas came in one style and five colors said Carla Schmitzberger, sandals director at Sao Paulo-based Alpargatas, whose Havaianas brand accounts for about half the company’s sales. “Wealthier people wore them at home, but were emabarassed to wear a poor people’s shoe outside,” she said.

Sales declined for five years until 1993, when the compant started multiplying the colors and styles, and working with the fashion press, models and celebrities to get Havaianas on more upscale feet. That year, Marcello Serpa, as one of Brazil’s top creatives, joined Almap BBDO as a partner and creative director. Havaianas was his first account there, and he has been the mastermind for 17 years of its award-winning advertising in Brazil and now internationally.

Havaianas Surf – WAVES CAMPAIGN


Executive Creative Director: Marcello Serpa
Copywriter: Eugenio Mohallem
Art Director: Marcello Serpa
Year: 200o
Shortlist

Havaianas – FASHION DESIGNERS/FOR WOMEN ONLY


Executive Creative Director: Marcello Serpa
Copywriter: Eugenio Mohallem
Art Director: Marcello Serpa
Year: 2000

Havaianas (the new colours) – THE NEW COLOURS CAMPAIGN


Executive Creative Director: Marcello Serpa
Copywriter: Eugenio Mohallem
Art Director: Marcello Serpa
Year: 2001
Bronze Lion for the campaign

Havaianas – CRYSANTHENUM/TIGER LILY/WHITE LILY


Executive Creative Director: Marcello Serpa
Copywriter: Eugenio Mohallem
Art Director: Marcello Serpa
Year: 2001
Bronze Lion for the campaign

Havaianas Top Sandal – COUPLE/NEW COLOUR/HEART


Executive Creative Director: Marcello Serpa
Copywriter: Cassio Zanatta
Art Director: Marcello Serpa
Year: 2003

Havaianas Style Sandal – THE COLOUR BLIND/CHAMELEON/LOVE IS BLIND/RAINBOW/WOMEN HAVE WON/COLOUR IS MORE VIBRANT


Executive Creative Director: Marcello Serpa
Copywriter: Cassio Zanatta
Art Director: Marcello Serpa
Typographer: Josè Roberto Bezerra/Marcello Serpa
Year: 2003
Bronze Lion for the campaign

Havaianas – FEET CAMPAIGN


Executive Creative Director: Marcello Serpa
Copywriter: Marcello Serpa
Art Director: Marcello Serpa
Typographer: Josè Roberto Bezerra
Year: 2003

Havaianas – WOMEN


Executive Creative Director: Marcello Serpa
Copywriter: Marcello Serpa
Art Director: Marcello Serpa
Typographer: Josè Roberto Bezerra
Year: 2003

Havaianas Slick – FLOWERS CAMPAIGN


Executive Creative Director: Marcello Serpa
Copywriter: Gustavo Sarkis
Art Director: Marcello Serpa
Typographer: Alexandre Ermel
Year: 2005

Havaianas Slick – FOLLOWING COLOURS/FASHION HAS NO RACE/INVENTION OF CONDOM/LAND OF FOOTBALL/TO SEDUCE MEN


Executive Creative Director: Marcello Serpa
Copywriter: Gustavo Sarkis
Art Director: Marcello Serpa
Typographer: Alexandre Ermel
Year: 2005

Havaianas Slick – AFRO/DRAGON HAIR/JAPANESE/SHIVA


Executive Creative Director: Marcello Serpa
Copywriter: Dulcidio Caldeira
Art Director: Cesar Finamori
Typographer: Cesar Finamori
Year: 2005

Havaianas Flash – WHAT IF CAMPAIGN


Executive Creative Director: Marcello Serpa
Copywriter: Cassio Zanatta
Art Director: Marcus Sulzbaker/Danilo Siqueira
Year: 2005

Havaianas Leopard – FASHION DESIGNERS/MEN/AT THE TOP/WOMEN


Executive Creative Director: Marcello Serpa
Copywriter: Gustavo Sarkis
Art Director: Renato fernandez
Typographer: Renato Fernandez
Year: 2006

Havaianas  - WEAPON OF MASS SEDUCTION/BE SAD/IBIZA/FIRST TIME RUBBER POSTCARD/FRENCH/BE STYLISH


Executive Creative Director: Marcello Serpa
Copywriter: Wilson Mateos
Art Director: Marcello Serpa
Typographer: Adhemas Batista
Year: 2006

Havaianas FlipFlops – FLOWERS//SOUTHERN EMISPHERE/SHOES SAY A LOT


Executive Creative Director: Marcello Serpa
Copywriter: Sophie Schoemburg
Art Director: Danilo Boer/Marcos Kotlhar/Marcus Sulzbaker
Typographer: Danilo Boer/Marcos Kotlhar
Year: 2007
Bronze Lion for the campaign

Havaianas Slim – IDEAL FOR SEDUCTION


Executive Creative Director: Marcello Serpa
Copywriter: Renato Simoes
Art Director: Bruno Prosperi
Typographer: Jose Cortizo/Daniel Moreno
Photographer: Fernando Nalon
Year: 2007
Gold Lion for the campaign

Havaianas  - BLUE/LIME/PURPLE/GREEN/ORANGE/RED


Executive Creative Director: Marcello Serpa
Creative Director: Marcus Sulzbacher
Copywriters: Tale Bahu
Art Director:Danilo Boer/Marcos Kotlhar
Illustrators: Gelmi Estudio de Arte
Year: 2008
Bronze Lion for the campaign

Havaianas  - FISH/BUTTERFLY/FLOWERS/SUN


Executive Creative Director: Marcello Serpa
Copywriters: Tale Bahu
Art Director:Marcos Kotlhar/Marcello Serpa
Typographer: Pedro Fihlo
Year: 2008
Shortlist

Havaianas  - MANY COLOURS/POST-ITS/METROSEXUALS/BOOB JOB/LOOK DOWN


Executive Creative Director: Marcello Serpa
Copywriters: Renato Simoes
Art Director: Bruno Prosperi
Typographer: Marcos Sachs
Year: 2008

Havaianas Slim – CRANK/PERFUME SPRAY/SHOE/TAXI/BANANA

It has been put together the fact that Havaianas was born in the age of 60′s and that the same age had as many colours as Havaianas does.
The brief was about Havaianas’ anniversary and in the ad, there should be not only a good ad talking about havaianas’ originality, but also the brand’s history. The ad was made based on 60′s drawings and the copywriting was based on Havaianas’ originality. The advertising became a great piece full of colors which has attracted the public who didn’t know how old the brand Havaianas was.
Executive Creative Director: Marcello Serpa
Creative Director: Luiz Sanches
Copywriter: Sophie Schoenburg
Art Director: Marcello Serpa/Luiz Sanches/Julio Andery
Typographer: Jose Roberto Bezerra
Year: 2010
Bronze Lion for the campaign

Havaianas Top – CONVERTIBLE/PAINTBALL/UNITED NATION


Executive Creative Director: Marcello Serpa
Creative Directors: Luiz Sanches/Dulcídio Caldeira
Art Director: Danilo Boer
Copywriter: Tales Bahu
Illustrators: Gelmi Estudio, M. Sampaio
Year: 2009
Shortlist

Havaianas Nest – ELEPHANT/OWL/GOLDEN BIRD/SILVER BIRD 


Executive Creative Director: Marcello Serpa
Creative Director: Marcus Sulzbacher
Copywriters: Gustavo Sarkis, Andre Kassu
Art Director: Marcos Kotlhar
Photographer: Daishi Pais
Illustrators: Manu/Fabio Girardi/Rene Corine/Marcos Kotlhar
Year: 2009
Bronze Lion for the campaign

Havaianas – VISUAL IDENTITY


Describe the challenges and key objectives
The major diversity of pieces, including or not the places where they were published, has a unique image which valorizes the product and builds a colourful, fun, and simple universe that has become the brand’s owner.
Describe the brief from the client
The challenge was to create a new and big campaign, which would put all that Havaianas has got of the best products together, to cause a positive impression in its consumers.
Describe how you arrived at the final design
This is a set of jobs that were executed in the last 12 months to the brand Havaianas, which has resulted in this Design Case. They are executions in different ways and medias that were exposed in Europe, USA and especially in Brazil.
Give some indication of how successful the outcome was in the market
The success is proved by the high measure of relationship of the brand with its consumer, making the product be not only a rubber sandal to be a part of Havaianas. It’s a symbol of the Brazilian spirit, which is translated from Havaianas through its colourful, simplicity, optimism, happiness and good mood.
Executive Creative Director: Marcello Serpa
Creative Director: Marcus Sulzbacher/Marcello Serpa
Art Director: Marcos Kotlhar/Bruno Prosperi/Danilo Siqueira/Sergio Mugnaini/Danilo Boer/Renato Fernandez
Year: 2009
Gold Lion

Havaianas Original – IPANEMA/BIKINI/BOSSA-NOVA


This poster was made exclusively to run outside of Brazil and it had two basic goals. The first and most important was to promote the Havaianas flip-flop “Original” model, which has remained the same since 1962. The second was to bring an authentic Brazilian spirit, which is the essence of the Havaianas brand, to the rest of the world.
Executive Creative Director: Marcello Serpa
Creative Director: Marcus Sulzbacher
Copywriters: Casso Zanatta
Art Director: Marcos Kotlhar
Photographer: Daishi Pais
Year: 2009

Havaianas – HAVAIANAS REAL AD (SUMMER CAMPAIGN)


Describe the challenges and key objectives
How do you claim the summer in a new fresh way and create something that is both unexpected and also shares all of the brands values.
Describe the brief from the client
In summer time, Brazilians rush to the beach. Havaianas, Brazil’s favourite flip-flop, had never done anything specific for the summer and they wanted to claim the summer as the Havaianas season.
Describe how you arrived at the final design
On 6 of the most popular Brazilian beaches we set up, rising from the ground, gigantic, colourful installations that claimed the beach as Havaianas territory and summer as the spirit of Havaianas. From there it was simple, all we did was photograph the sculptures and our Havaianas always summer poster was done.
Give some indication of how successful the outcome was in the market
The response from beachgoers was immediate. Right away people started to interacted with the installations and the campaign spontaneously spread from the beach to social networks such as Twitter, blogs, flickr and youTube.
Executive Creative Director: Marcello Serpa
Creative Director: Marcus Sulzbacher
Copywriters: Rynaldo Gondim
Art Director: Marcos Kotlhar
Photographer: Manolo Moran
Year: 2010

Havaianas – HAVAIANAS WORLD CUP


Describe the challenges and key objectives
We decided to approach this on a very basic level, football pride. We wanted people to feel proud supporting their national team with havaianas on their feet. But, how do you do that for 32 different teams, 32 different countries with different languages, different cultures and people?
Describe the brief from the client
2010 is World Cup year and as a product which lives on the feet of brazilians, Havaianas needed to participate in a big way. So, they created Havaianas Teams, a special edition flip-flop line, one for each participating country in the world cup, to be sold all around the world.
Describe how you arrived at the final design
After careful research understanding the symbols, colours, typography and cultural esthetics, we designed 32 individual posters, one for each world cup playing team, always using the havaianas flip-flop in the center. We worked the design to serve as a flag of national pride for each team always paying attention to make them equally powerful and meaningful to each country. After all the posters were ready we organised them according to the world cup, 1st round, matches with date and time to form a giant time table.
Give some indication of how successful the outcome was in the market
The Havaians Teams line was a great success. In Brazil they were sold-out in almost all Havaianas retailers and surprisingly people started to collect models from other countries. spreading the pride sentiment just in time for the 2010 world cup.
Executive Creative Director: Marcello Serpa
Creative Director: Marcus Sulzbacher
Art Director: Marcos Kotlhar
Photographer: Manolo Moran
Year: 2010


The Deli Garage – Parmesan Pencils

The 3 different types of parmesan cheese needed packaging, which is easy to handle at meals and also lists portioning suggestions as a bonus. With the built-in grating function you can sprinkle delicious, appetizing flakes of parmesan cheese on your meal.

Develop packaging for a trio of selected parmesan cheeses including a grater shaped like a pencil sharpener – an addition to the ‘The Deli Garage’ range, a food label that supports small manufacturers of delicacies with lovely packaging ideas.

The cheeses are shaped like oversized pencils, where the “leads” contain three different flavors: truffles, pesto and chilli. With the sharpener included, the required amount of cheese can be sprinkled on the dish. A scale on the pencils and on the back of the packaging doesn’t just simply list how much of the Cheese Pencil is needed for each dish, but even how many calories the portion contains.

Results: The limited first edition of 500 was sold out 2 weeks after the launch.

Advertising Agency: Kolle Rebbe, Germany
Creative Director: Katrin Oeding
Art Direction: Reginald Wagner
Copywriter: Thomas Voelker


The Viral Creativity of The Viral Factory

Established in 2001, The Viral Factory is an award-winning digital marketing and media company. To date, their work has generated over a billion views worldwide. They turn brand messaging into cultural currency by creating content that people actively seek out and share with their friends.

This was the first clip they ever made, to launch the company. “We received 300 emails telling us we were sick bastards for blowing up some poor dudes head. We didn’t, it’s fake in case you’re still wondering…”

This is their best works.

1 – AmBX PC Games – GAMES BREAKOUT (2006)

amBX is a new ambient technology being launched to PC gamers in September 2006. The technology is being introduced to this audience first because of the games industries/PC gamers want to evolve and innovate and ultimately improve their gaming experience. The viral was created to promote the launch of the new website http://www.ambx.com and to cause a buzz online within the PC community. The movie has been awesomely successful with PC gamers beginning to take an interest in the amBX technology.
Since its launch (17/03/06 – 24/03/06) the movie has had 179,838 unique views, 26,577 WMV downloads and 4,820 MOV downloads. Gold Lion.

2 – Diesel – DIESEL XXX 30th Birthday Party (2009)

Diesel is celebrating its 30th birthday with a risqué ad that weds a montage of 1980s porn films with cartoon animations. The 120-second film has been dubbed Safe For Work XXX, a play on the commonly used warning tag used on pornographic material NSFW. The clip, created to celebrate the trendy clothing brand’s “Dirty Thirty”, is being seeded online today to promote a series of global parties starting on October 11. Developed by agency the Viral Factory, the viral features clips from a host of 1980s porn films, with animated overlays of people eating corn, playing the maracas, eating a banana and playing a pinball machine to mask the pornographic content.
The aim of the film is to “remind people that Diesel is a brand not to be taken for granted” as well as promote the company’s XXX parties.In the first week the film was viewed over 4 million times and has now achieved over 14 million views. The film has over 25,000 positive comments and generated widespread international press coverage. Gold Lion.

3 – Samsung Omnia – UNBOXING (2009)

Unboxing videos are a fairly new addition to video genres online but are rapidly gaining a place in the popular psyche and not just amongst the techie hard core. They basically tap into a human truth which is that the opening a new toy is often the most exciting thing about owning a new product. We knew that the audience would appreciate an unboxing video that takes things to a whole new level.
The film has been viewed over 4 million times, was No.1 on Digg.com, achieved widespread press coverage and has a 5 star rating on YouTube. Silver Lion.

4 – Axe Deodorant – RAVENSTOKE (2006)

The Viral Factory were briefed to create a viral film to build on the successful Lynx/Axe advertising campaign, “Spray More, Get More” in a new dimension for the world wide web.
A news reporter goes to Ravenstoke, Alaska to film a most unusual phenomenon. The people of Ravenstoke have resorted to drastic measures to attract more women to their town. They know how scent can attract the opposite sex, so they have sprayed their whole town with Lynx/Axe. Bronze Lion.

5 – Trojan Condoms – TROJAN GAMES (2004)





A viral video “out-take” of an athletics event called the Trojan Games. The client’s brief was to announce the launch of Trojan condoms in the UK. The objective was to create a viral effect among young men and women online. Gold Lion for the campaign.

6 – Samsung Digital Camcorder H205 – MASTER OF BUSINESS CARD THROWING (2010)

Here is a man who plays with the business card all the time.The whole thing was performed for the new Samsung Digital Camcorder H205 launch and it was also filmed by H205. It is like he is throwing a tiny ball or something sharp and the show is absolutely amazing!!! please check this out and enjoy the performance!

7 – Samsung Netbook n310 – COMPUTER IS ALIVE (2009)

Samsung’s successful viral marketing team is back with yet another video. This time they promote N310 laptop that does some interesting things on the trade floor.

8 – Samsung G800 – HOW WE MET (2008)


How we met was created for the launch of the new Samsung G800 mobile phone. Samsung’ objective was to appeal to the so-called ‘YouTube generation’ and create an engaging and entertaining film that would also showcase the new G800 phone’s 5 mega-pixel camera with unique 3x inner optical zoom.
1,622 photos were taken over four days to create a stop animation film of a Stickman and Stickwoman, which were drawn directly on to the skin of the main characters’ bodies in order to illustrate the story of how they met.
With over 9 million views the film has achieved widespread viral success. It was featured on the UK and global YouTube homepage, which is editorially controlled and cannot be brought for promotional purposes. Furthermore the film was awarded 31 Youtube honors, has been favourited 17,444 times and was recently nominated for ‘Most Creative video of 2007’ in the YouTube awards. Silver Lion.

9 – Samsung NV24HD Video Cameras – AMAZING YAWNING LIONS (2008)

10 – Samsung LED Television – EXTREME SHEEP LED ART (2009)

To support the launch of a new range of Samsung flat panel TV’s coming out that use LED’s, The Viral Factory were tasked with making a film that showed the wonder of LED technology.
Shot in Wales, with a cast of local shepherds, their sheepdogs and flocks, the film features 300 sheep wearing LED light up coats, being herded into a series of ever more improbable shapes and pictures. In the first three weeks from launch the film had achieved over 6.5 million views, has a 5 star rating and widespread international press coverage.

11 – Samsung Ultra Edition 2 – MILLIMETRES MATTER (2008)

To build awareness of Samsung’s new Ultra Edition II range of mobile phones, which includes the world’s slimmest phone at just 5.9mm thick, we created a film called Millimetres Matter. The distinctive slimness of the handsets and the smart technology features are captured in the balletic grace and beauty of the natural world under the microscope. The viral illustrates insects up close and personal, whilst playfully including a selection of minute pies and desserts which results in a microscopic pie fight – encapsulating the idea that millimetres really do matter. The film has been viewed over 3.4 million times across various tracked sites and achieved high levels of buzz with over 100 tracked blog posts. Qualitative, survey based, research also revealed that 56% thought the film was impressive and 34% said after viewing the film that they would consider purchasing a Samsung mobile. Shortlist.

12 – Samsung HD 8910 – CAMERA TRICK CHALLENGE (2009)

This clip was shot on an I8910 HD phone, a new camera phone just released by Samsung with an 8 megapixel camera that can actually record and output video in HD format. It was shot in one take, with no post production or special effects of any kind. Everything you see here was done “in-camera”. Our challenge to you is to figure out how we did it. Hint: it’s worth watching in HD…

Here’s the making of the trick video

13 – Samsung Jet – SUPERFAST STUNT (2009)

Were you at London’s Piccadilly Circus on June 22 at 11.47am? Manage to catch a stunt involving a UFO and bungee jumping elephants. The event seems to have completely managed to escape the attention of the world’s media. But it all really happened if we’re to believe a new viral campaign to promote the alleged superfast capabilities of the Samsung Jet phone. A new video posted on YouTube entitled, Superfast Stunt, appears to show hoardes of shoppers milling about in Central London who are taken a back as a Jet branded UFO sweeps into view. Out leap two bungee jumping elephants who bounce back into the aircraft and zip off. It all happens in just a few seconds. Thankfully for Joe Public the action is caught on 52 hidden cameras. For everyone else, they haven’t got a chance of capturing this superfast stunt, unless they own a Samsung Jet Camera, of course. Cue interviews with observers talking about the amazing nature of what they’ve just seen, as if it’s been for real. “It was so quick I did manage to get a photo. I got a photo of the elephants,” says one young woman as she holds her Samsung Jet phone up to the camera….

14 – Qualcomm – BUTTERFLY ATTAK!



Objective:
Leverage the possibilities offered by social media to create an attention-grabbing, irreverent April Fools Day gag which features Qualcomm innovations, involves actual Qualcomm employees, and lives beyond April 1st.
Strategy:
Create a gag, anchored by a soon-to-be-released Qualcomm product and a distinct character, that begins before April 1st and plays into the speculative nature of social engagement online.
Campaign Overview:
While at The Viral Factory, our team was approached by Qualcomm to create an April Fools Day campaign for 2010. Qualcomm was pleased with 2009’s effort and was looking to create an even larger, deeper, broader gag. With this in mind, our team developed a campaign that began in the days leading up to April Fools Day with the release of two amateur videos showing men being viciously attacked by butterflies. The videos came with no branding, no explanation, and no context. As expected, the social web began to speculate about where these videos came from—the videos were even aired on local news affiliates—and they quickly generated hundreds of thousands of views. On April 1st, Qualcomm released an emergency press conference, accompanied by takeovers of their Facebook and Twitter accounts, continually updating their audience with immensely serious butterfly safety tips and information about Dante Manscup, butterfly wrangler, and his sidekick Terrance the Rabbit. The campaign continued with the release of Qualcomm’s Butterfly Combat Simulator, a shareable facebook application featuring an animated Dante collecting dangerous butterflies in 5 different environments.
The gag consisted of 3 videos, a Twitter and Facebook takeover replete with dozens of posts and new profile copy, and a facebook application; all with Qualcomm’s fanpage serving as the central hub.The campaign accumulated 1.5 million views, over 700 blog posts, over 1,000 tweets, and saw a 25% increase in Qualcomm’s Facebook fans.
Results:
- 1.3 million+ views
- 700+ blog posts
- Increased Qualcomm Facebook likes by 25%
- Featured as editorial content on ESPN television
- Named as one of the top April Fool’s jokes of 2010 on CNN.com, MSN.com, PCWorld, Huffington Post, Tech Crunch, Tech Digest, Asylum, Daily Finance, and more
- Front page of College Humor and Creativity Online
- Aired and placed on multiple local Fox news affiliates nation-wide
- Facebook & Twitter profiles linked to in majority of blog posts—with recommendations to visit in nearly all
- 850+ tweets
- 3000+ Facebook shares, 800+ Facebook likes


Exclusive Books – Biographies Peephole Boxes





The peephole poster boxes were used as front of store window posters to entice passersby to interact with them and as a result, come into the store to delve through the biography section. The posters of famous and infamous people invited people to take a peek into their minds through a peephole on the poster. When the viewer took a look inside they experienced a beautiful 3D set depicting the inner workings of the mind of the person whose picture adorned the box.

Advertising Agency: Ogilvy Johannesburg
Chief Creative Officer: Fran Luckin Executive
Creative Director: Fran Luckin/Mike Martin/Bridget Johnson
Copywriter: David Kreuger
Art Director: Mike Martin/Ian Broekhuizen/Mike Groenewald
Illustrator: Flip Hutton/Jo Dal/London


IKEA – Billygram


Content changes – BILLY stays the same. For 30 years. And because that will also be the case in the future, we developed something special: a Facebook App called BILLYGRAM. Users were able to post animated messages written with BILLY storage racks on each other’s walls. They created content out of racks and saw how BILLY transmitted the message.
The brief: develop an online activity that gets IKEA customers involved and interested in BILLY. The reason: IKEA is celebrating 30st years of BILLY. And that’s a hell of a long time for a piece of furniture.
Content changes – BILLY stays the same. That is why we used BILLY storage systems and their contents to build a BILLY font, i.e. we rearranged books and objects to create letters, punctuation marks and numbers so that people could use BILLY to write messages.
Results: after a week of activity over 20,000 BILLYGRAMS had been posted on Facebook. The App was also a hot topic of conversation amongst IKEA fans.

Advertising Agency: Ogilvy Frankfurt
Executive Creative Director: Michael Kutschinski
Creative Director: Dr. Ulf Schmidt
Creative Director: Uwe Jakob
Art Director: Daniel Schweinzer
Copywriter: Marcus Pfeiffer
Motion Design: Klaus Martin Michaelis


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