French Lions with Italians’ hand

Posted: November 16, 2011 | Author: | Filed under: Agency, Cannes Lions, Car, France, Italy, Press/Outdoor, TV/Film | Tags: , , , , , , , , , , , , , , , , , | Leave a comment »

Buttero – 101% HANDCRAFTED

Advertising Agency: JWT, Paris
Executive Creative Director: Andrea Stillacci, Pascal Manry
Art Director: Giovanni Settesoldi
Copywriter: Luissandro Del Gobbo
Photographer: Riccardo Bagnoli
Illustrator: Claudio Luparelli
Year: 2007
Silver Lion for the campaign

Aquafresh Flexigel – EAR/NOSE



Advertising Agency: Callegari Berville Grey, Paris
Executive Creative Director: Andrea Stillacci
Art Director: Jerome Gonfond
Copywriter: Yannick Savioz
Photographer: Ilario and Magali
Year: 2008
Silver Lion for the campaign

SHS Teen Clothes – GOODBYE INNOCENCE

Advertising Agency: Callegari Berville Grey, Paris
Executive Creative Director: Andrea Stillacci
Creative Directors: Giovanni Settesoldi, Luissandro Del Gobbo
Art Director: Giovanni Settesoldi
Copywriter: Luissandro Del Gobbo
Photographer: Riccardo Bagnoli
Illustrator: Claudio Luparelli/Artout
Year: 2009
Gold Lion for the campaign

Febreze (pet odor eliminator) – DOGHOUSE

Advertising Agency: Callegari Berville Grey, Paris
Executive Creative Director: Andrea Stillacci
Creative Directors: Giovanni Settesoldi, Luissandro Del Gobbo
Art Director : Cedric Auzannet
Copywriter : Benjamin Dessagne
Photographer : Gettyimages – Jupiterimages
Retouching : Frederic Perrot
Year: 2009
Bronze Lion

Citroen C3 – SHOPPING

A Citroën is parked in a parking. Two women arrive and take their shopping bags out of the trunk. On the left of the car, in suppers, a counter with a price which is decreasing while the women remove the shopping bags from the trunk. At the end the counter stops and appears the real price of the car.

Advertising Agency: H
Executive Creative Director: Gilbert Scher, Giovanni Porro
Art Director : Luca Cinquepalmi
Copywriter : Marco Venturelli
Production Company: Wanda Productions
Director: ACNE
Year: 2009
Silver Lion

Citroen C3 Picasso – DOG

Throughout the film, we will follow the tribulations of an abandonned dog, wandering among people who seem to ignore him completely. But this is no ordinary dog : it is made up of various items such as a pair of shoes, a purse, a blow-dryer, diving goggles etc. Those represent all the things that wouldn’t fit into a car. But in the last scene, we see a couple loading the trunk of their Citroen C3 before going on holidays, and calling their dog. The pet, who thought he had been left behind, happily gets up and jumps into the trunk where there is enough room for him to sit comfortably.

Advertising Agency: H
Executive Creative Director: Gilbert Scher
Art Director : Luca Cinquepalmi
Copywriter : Marco Venturelli
Production Company: Wanda Productions
Director: Sebastian Strasser
Year: 2010
Silver Lion and Bronze Lion

Findus Fraich Frites – NOAH/IDA/SWEN

Advertising Agency: Grey, Paris
Executive Creative Director: Andrea Stillacci
Copywriter: Benjiamin Dassagne
Art Director: Cedric Auzannet
Photographer: Achim Lippoth
Year: 2010
Silver Lion for the campaign

Febreze (pet odor eliminator) – LORD’S DOG/GRANDMA’S DOG/CELEBRITY’S DOG




Advertising Agency: Grey, Paris
Chief Creative Officer: Frederic Temin
Creative Director: Luissandro Del Gobbo, Giovanni Settesoldi
Art Director: Giovanni Settesoldi, Luissandro Del Gobbo
Copywriter: Luissandro Del Gobbo, Giovanni Settesoldi
Illustrator: Scott Giannini
Photographer: Tony D’orio
Year: 2011
Bronze Lion for the campaign

Gazet van Antwerpen – The Empty Newspaper

Posted: November 16, 2011 | Author: | Filed under: Belgium, Case History, Direct | Tags: , , , , , , | Leave a comment »

Since the economic crisis of 2009, more and more readers cancelled their newspaper subscriptions. Our mission: convince them to renew their subscriptions, using a direct mailing. Preferably by playing on the emotional bond and the interactive relationship between the reader and their regional newspaper. After all: it’s the local readers who make the news. In other words: we need them not only as a subscriber, but equally as a source for most of the content in Gazet van Antwerpen (paper for the province Antwerp) and Het Belang van Limburg (paper for the province Limburg).

So why not show them the direct result of their decision? We mailed the readers a copy of their local newspaper that was completely empty. The front page showed only the header, and had a hand-written personal message from the editor in chief on it: “Without you, it’s empty around here…” Inside, only the editorial was printed. The editor in chief looks back on the long and splendid relationship they had for months, often even years. He asks himself: where did it go wrong, what did I do wrong? He ends with a warm plea to make a new start.

The creative execution.
An emotional approach was successful as ex-subscribers do not respond to rational arguments (no time to read, too expensive). The empty paper was a good way to express the feelings of the editor in chief who felt it was pretty empty without the reader. Besides, the empty paper was a nice way to say the reader had to miss a bunch of news every day.

The results
In the past, an administrative approach generated a response rate of maximum 3%. The emotional approach of the empty newspaper resulted in a double digit response. Overall, 11,67% of the lapsed subscribers decided to renew. As a extra benefit, this approach was pretty ecological. We used blank newspapers that were not (for quality reasons) being used for printing newspapers. So no extra trees where cut down to make this direct mail.

Advertising Agency: Proximity BBDO, Brussels
Year: 2011

Berlusconi in advertising

Posted: November 14, 2011 | Author: | Filed under: Press/Outdoor, Testimonial, TV/Film | Tags: , , , , , , , , | 1 Comment »

BBC World News

Il Manifesto

Corbis Image Library


Headline: Great Picture. Great stories.

Playboy Italy

Cultura TV


Headline: Watch the news with no distortions

Le Monde Magazine


SIC (News Channel)

Palmeiron (New Extra-Concentrated Italian Dressing)

Kilroy Travels

Tesa Tape

GCAP – Global Call To Action Against Poverty

Welt Kompakt

Lotte Yoga School

Fotolia (Stock Photo House)

Swedish Television

Evian – Baby Dance Campaign

Posted: November 14, 2011 | Author: | Filed under: Beverages, Cannes Lions, Case History, Digital, France, Press/Outdoor, Viral | Tags: , , , , , , , , , , , , | Leave a comment »

With this new campaign, Evian is reasserting its vision of youth as a positive, universal value that everyone shares. The Live young spirit shines through in the new commercial, and features portraits of people wearing Evian’s popular ‘baby inside’ t-shirts edited together into a flipbook-style commercial that brings the babies to life with their best moves yet. To further bring the campaign to life, an interactive, user-generated version of the commercial will be released on the web. This fun, innovative application, accessible now online and soon through an iPhone application (available week of 4/25), will invite users into the Live young universe, where with just a few clicks they can become actors in the video and grab their own four frames of fame.

“The relationship consumers have with brands has changed. People want to communicate, interact and co-create with them. We saw this with the roller babies commercial that generated more than 300 spontaneous remixes online,” said Jérôme Goure, vice president of marketing for Danone Waters of America, the exclusive importer and marketer of Evian in North America. “That’s why Evian is releasing more than just an advertising campaign. This time, we are promoting the Live young spirit with an immersive brand experience that allows consumers to become a part of the new campaign and show that youth is not just a question of age, but more importantly, a state of mind.”

The Commercial
Developed by BETC Euro RSCG and produced by Legs from the famous MILK Studios in New York, the commercial uses stop-motion technology and is based on the simple principle of childhood flipbooks. Men and women, wearing a t-shirt printed with babies in different poses, appear one by one to the beat of the music, creating the illusion that the babies are dancing. The people in the video were found through a street casting in NYC where the directors asked charismatic people of different ages and styles to participate. The music, which expresses the energy and freshness of youth, plays an essential role in this commercial designed to look like a music video. A version of “Wordy Rappinghood” by Tom Tom Club was selected, remixed by DJ Mehdi with Uffie for the online version. In tribute to the “Roller Babies” film, the TV version will be broadcast with a new remix of “Rapper’s Delight”.

The Online User Experience
Fans will have the chance to grab their own four frames of fame in the interactive, online version of the commercial. All that’s needed is a plain white t-shirt and a visit to www.LetsBabyDance.evian.com or the evian® Let’s Baby Dance iPhone App. After participating, users can search by country, name or city to see which friends have joined the evian® Live young® BabyDance movement. And maybe, we all together can create the world’s longest music video…

By popular demand among Internet users after the print campaign was released, and after an exclusive release at the legendary Paris concept store Colette in 2010, the baby inside T-shirt will be for sale worldwide. The 3 different models, Nicolas, Ornella and Fred, are available at shop.evian.com 


The print advertising campaign
The campaign designed to flow on naturally from the world famous “Rollerbabies campaign”. Eight portraits by fashion photographer Nathaniel Goldberg show adults wearing t-shirts with the screen printed image of a baby’s body, giving the impression of what they looked like as babies. Each carries a bottle of Evian. The “Live Young” strapline, strengthens the message of the Rollerbabies film by symbolising the effect of evian on the bodies of adults of all ages.

Interactive Bus Shelter Project
From July 19 to August 16 and working with JCDecaux, evian outfitted five bus shelter units in downtown Chicago with its iconic Baby Inside creative, but with an unexpected twist. Instead of a static image, each unit featured a fully integrated screen that, when pressed, allowed the baby body featured in the creative to start dancing, complete with music bringing to life evian’s “Live young” concept. A QR code on the shelter gave consumers an opportunity to further engage with the campaign through the evian mobile website, where they could watch the full Baby Inside video and download the “LetsBabyDance” IPhone application. Once downloaded, the application allows consumers to join in and be part of a user-generated version of the video.

The screens are the biggest ever undertaken by JCDecaux. The video had sound and ran for 30 seconds total, but consumers could start and stop the animation at any time. Over 20,000 total screen activations or nearly 5,000 per location throughout the campaign. The busiest bus shelter had nearly six hours of daily playing time. There was an average of 178 daily hits per site. Throughout the entire campaign, there were nearly 500 hits from QR codes across all locations in Chicago. The interactive bus shelters were part of a larger out of home advertising campaign that also included 40 standard bus shelter panels in select Chicago neighborhoods.
“Evian has always been ahead of trends and unexpected in the way we engage with consumers. Typically, at a bus shelter, you expect to sit and perhaps read the paper or check your cell phone while passing the time,” said Jerome Goure, VP Marketing of Danone Waters of America, Inc. “The idea here was to shake it up a bit and bring something new and exciting to people’s every day commute. After all, evian wants to help people live in the moment and to ‘Live young,’ no matter what the setting.”

Advertising Agency:BETC Euro RSCG, Paris
Creative Director: Rémi Babinet,
Art Director: Agnès Cavard
Copywriter: Valérie Chidlovsky
Year: 2010/2011
Silver Lion for the campaign
Shortlist (viral video)

Related Post:

The Evian Rollerbabies Campaign

Evian – Waterboy

Eichborn – Flyvertising (the world’s first fly banner)

Posted: November 11, 2011 | Author: | Filed under: Cannes Lions, Case History, Digital, Event, Germany, Promotion, Viral | Tags: , , , , , , | Leave a comment »


Brief
To position Eichborn – the publisher with the fly – as a brave, humorous and unconventional publisher at the Frankfurt Book Fair 2009, and to entice the visitors to their exhibition stand.

Idea
To achieve our goal we used the Eichborn logo, the fly, to invent a new form of advertising: FLYVERTISING. Or more precisely: the first fly banner in the world. We equipped 200 real flies with an ultralight banner. The line on the banner read: Eichborn. The publisher with the fly. Hall 4.1. Stand E146.
At a big PR event, we released the flies from the Eichborn exhibition stand, from where they conquered the whole exhibition hall and then the whole world. To maximise the effect and spread FLYVERTISING further, we documented the event and uploaded a 90 second viral to YouTube.

Results
FLYVERTISING only cost 500 euros and generated a lot of traffic for the Eichborn exhibition stand. But it didn’t stop there: 800,000 visitors watched the video of the event on YouTube within the first month. TV stations and newspapers all over the world spread the story – not to mention a vast number of blogs. And there were 5,000 more clicks per month on the Eichborn homepage. A remarkable demonstration of the saying ‘small cause, large effect’ and worldwide attention for Eichborn – the publisher with the fly.

We decided on the FLYVERTISING campaign for the following reasons:
1. The campaign uses the Eichborn logo, the fly. This enabled us to create an unmistakeable link to the publishing company.
2. The campaign had to be as humorous, unconventional and brave as the Eichborn publishing company itself. This is why we decided not to use hostesses, floor stickers or any of the usual trade fair communication activities – and invented FLYVERTISING instead.

Advertising Agency: Jung von Matt
Creative Directors: Jacques Pense, Michael Ohanian
Art Directors: Benjamin Beck, Thomas Lupo
Copywriters: Norman Scholl, Lennart Frank
Year: 2009

AWARDS
Cannes Lions – 1 x Silver, 1 x Finalist
ADC Europe – 1 x Gold, 1 x Finalist
ADC Germany – 1 x Gold, 2 x Bronze
ADC New York – 1 x Bronze
AME Awards – 1 x Gold
New York Festivals – 1 x Gold, 2 x Silver, 1 x Finalist
Intercontinental Advertising Cup – Finalist
One Show – Finalist
D&AD – In Book
.

LG Washing Machine – Washing Tunnel

Posted: November 9, 2011 | Author: | Filed under: Ambient, Cannes Lions, Case History, South Africa | Tags: , , , , , , , | Leave a comment »


Insights, Strategy & the Idea
We were tasked with launching the LG 11kg under-counter steam washer. This had to create hype and interest to ensure that customers were aware of its unique abilities and large capacity. The target market, mainly higher LSM females, see LG as a leader in innovative technology and are aware that buying LG means buying a superior product, however the client also wanted to generate excitement beyond this. The unique insight was simply the products USP – it’s really big and cleans very dirty clothing in a way other washers are unable to do. The execution, placed at a rugby match, was relevant to both client and target audience, as LG is already a sponsor of 3 South African rugby franchises. As it is one of the country’s biggest sports, with a very high percentage of female spectators, we were guaranteed to reach our target audience through the medium.

Creative Execution
In order to leverage LG’s sponsorship of Rugby in South Africa, we placed hoardings at International Super Rugby games in front of the players’ tunnels. Players would interact with the washer, running out clean, and running back in dirty at half time where they changed kits and ran out clean again. This effectively illustrated the washers USP of handling large loads and ensuring that they would come out spotless. Spectators at the games and those watching on television saw this happen, and it created the desired excitement and hype. It appeared on the web, social media sites, the press as well as television news and highlights. All these channels played out time and time again, ensuring a large amount of free publicity where even those not interested in Rugby still got to see the idea at play.

Results and Effectiveness
As a result of this media placement, the idea reached a much larger audience internationally than just those present at the Rugby matches. The idea supported LG’s platform as being a major sponsor to one of the nation’s favourite games as well as reinforcing them as the leaders in innovation. Sales of the washer increased significantly, in excess of 300%.

Advertising Agency: Y&R, Johannesburg
Executive Creative Director: Liam Wielopolski
Creative Director: Ian Franks
Copywriter: Eric Wittstock
Art Director: Bruce Murphy
Copywriter: Katherine Glover
Art Director: Steve Dirnberger
Year: 2011
Silver Lion

Project Concern International – The Changing Face

Posted: November 8, 2011 | Author: | Filed under: Ambient, Cannes Lions, Case History, Direct, Event, Press/Outdoor, Social, South Africa | Tags: , , , , , , , , , | Leave a comment »


The 16 days of Activism for No Violence against Women and Children, takes place annually from the 25th November (International Day of No Violence Against Women) to the 10th December (Human Rights Day).  The campaign focuses primarily on generating an increased awareness of the negative impact of violence on women and children as well as society as a whole.

Project Concern is a US funded organization (NGO) whose goal is to reduce HIV transmission by changing social norms related to sexual and other gender based violence against women.

As part of the 16 days of Activism, Project Concern, in conjunction with the Western Cape and Kwazulu Natal networks, embarked on a large media campaign to trigger discussion/debate over what’s keeping violence against women (VAW) alive. This, in an effort to begin the process of introducing the social norms that need to change (attitudes/beliefs) and that continue to drive violence against women. The campaign was not designed to change attitudes and beliefs, but rather but VAW back into the ethos and make it of topical importance people’s daily lives and conversations. This specific campaign is a piece of a larger, sustained programme, working to change attitudes/beliefs over a long period of time.

The campaign was composed of a variety of media from mobile billboards and print (incl magazines and press) to radio, online and two showstoppers installed in Durban and Cape Town. Ignite was involved in constructing the two showstoppers and finding locations for these in each region, as well as conducting all negotiations and approvals with landlords and council. The CPT showstopper consisted of two 15m (h) x 12m (w) scaffolding structures with an entertainment stage, located at Vangate Mall in Athlone.  The DBN showstopper consisted of  two 25m (h) x 20m (w) scaffolding structures with an entertainment stage, at The Workshop Mall in Durban.


The creative started off with the clean face of a woman, who got progressively more “beaten” over a period of days. Re-flighting of a more “beaten” face would happen every 3-4 days, with messages relating to each, such as “If you believe she deserves this, it will just get worse” and “If you believe it’s okay to be silent about this, it will just get worse”. There was a call to action- to sms “STOP” to a number and help to stop the violence. These funds went towards the NGO to help in the fight to change the beliefs that keep violence against women alive.

In Durban, 48.5 tons of scaffolding was used as well as 600m of shadecloth and 2km of bungee cord. It took 7 days to build and 45 men on the job. Ignite was involved from the start of the project with location/venue searches, negotiation with landlords/owners, project management, installation and all production, flighting of new creatives, council/fire and electricity approvals, security and safety and event management on the 5th December in DBN and CPT.

The campaign ran over a period of 6 weeks with numerous activities happening at the sites each day. On the 5th December, main events were held at each site. There were speakers, dancers, a band, community supporters and information facilities about violence against women. A radio station in each city (Heart FM in Cape Town and Gagazi in Kwazulu Natal) did a live broadcast at each site on the day of the event and they conducted interviews and encouraged call ins to discuss people’s feelings on violence against women in their communities.

The WC and KZN Networks asked supporters on the day to form a human ribbon- white to represent violence against women- and this was subject to a lot of press in community newspapers. On the day of the event, after the Network representitives had spoken about what each person could do to change the beliefs in their communities, they asked everyone present to take out their cell phones and sms “STOP” to show their support.  A  more healed, less beaten face was then revealed to symbolise that the support of the community had helped to heal her.

Advertising Agency: Ogilvy Cape Town
Executive Creative Director: Christopher Gotz
Copywriter: Jacques Massardo
Art Director: Gareth Mcpherson
Year: 2010
Shortlist

15 years of Axe Effect: the world’s most sexist advertising campaign

Posted: November 7, 2011 | Author: | Filed under: Ambient, Argentina, Australia, Axe, Belgium, Brazil, Canada, Case History, Chile, France, Germany, Guerilla, Illustration, India, Italy, Mexico, Poland, Press/Outdoor, Singapore, South Africa, Spain, The Nederlands, UK, USA | Tags: , , , , , , , , , , , , , , | Leave a comment »

From Unilever Website: “In the film The Matrix, Keanu Reeves is given two choices. He can either take a blue pill and wake up in the morning as if nothing has happened or pop a red pill and enter the unpredictable ‘wonderland’ of the Matrix. As millions of guys around the world know, Axe has taken the red pill.”

The “Axe Effect” is one of the most famous claim in the world. This so called effect is supposed to draw women in hordes to any male who has sprayed himself liberally with the Axe deodorant. The advertisements are very slick and usually display a normal male but with oodles of self-assurance as an Axe user. The females get irresistibly drawn to this male implying that Axe acts like a nasal aphrodisiac.

The Axe brand of deodorants is from Unilever and is primarily targeted at 15 to 25 year old males. The brand portrays normal yet cool, trendy and confident, a positioning that is aspirational to the target segment. And the portrayed outcome where the girls flock to the Axe user is, well let’s just say very desirable. At a more subtle level, the Axe Effect also acts on the confidence levels of the user. The very act of being associated with the brand serves to boost the ego.

In the past couple of years, we have seen a slew of copy cat brands hit the market. But the theme for the advertisements remains the same. Guy sprays himself with the deodorant. Girls find themselves inexplicably drawn to the guy. There are slight variants but for the most part, involuntary seduction forms the core. The one notable difference though is that all these newbies use hunks as opposed to the regular guys which are a stable for the Axe advertisements. This strategy has proven very effective for the brand. It comes across as approachable and it acts like a confidante and friend to its users. While everyone would love to be friends with a celebrity, there would still be a distance or an aloofness that would prevent a close relationship. Axe bridges this very gap effectively, and yet keeps the dream of getting a Charlie’s angel some day. It is for this very reason that Axe continues to be the market leader in its category.


Lynx Deodorant – White House


Advertising Agency: BBH London
Creative Director: Pat Doherty
Copywriter: Will Awdry
Art Director: Rosie Arnold
Year: 1998

Lynx Deodorant – GingerbreadMan/Jack/Ivor The Engine/Pinocchio/Trumpton






Advertising Agency: BBH London
Creative Director: Dennis Lewis
Copywriter: Will Awdry
Art Director: RRosie Arnold
Year: 1998

Axe Deodorant – Confessional


Advertising Agency: Ammirati Puris Lintas Warzava, Poland
Creative Director: Chris Matyzczyk
Copywriter: Agneszka Galas
Art Director: Chris Rozek
Year: 1999
Shortlist

Lynx Deodorant – Sexual Harassment Quote


Advertising Agency: BBH London
Creative Director: Dennis Lewis
Copywriter: Hugh Todd
Art Director: Adam Scholes
Year: 1999

Lynx Deodorant – Sexual Harassment Quote


Advertising Agency: BBH London
Creative Director: Dennis Lewis
Copywriter: John O’Keeffe
Art Director: Russell Ramsey
Year: 1999

Axe Shower Gel for Men – Shower Curtain/Shower Rod/Shower Drain


Advertising Agency: Ammirati Puris Lintas, Netherlands
Creative Director: Cor Der Boen
Copywriter: Cor Der Boen
Art Director: Akan Conskunsoy
Year: 1999
Shortlist

Lynx Deodorant – Not You Again


Advertising Agency: Lowe Lintas Australia
Creative Director: Marc Schattner
Copywriter: Robin Feiner
Art Director: Helena Hybs
Year: 2000

Lynx Deodorant – Hands


Advertising Agency: Lowe Lintas Australia
Creative Director: Marc Schattner
Copywriter: Annelie Strydom
Art Director: Robbie Kantor
Year: 2000

Axe Deodorant – Wedding Cake


Advertising Agency: Lowe Lintas & Partners, Brazil
Creative Director: Atila Francucci
Copywriter: Marcelo Alemida
Art Director: Marco Antonio
Year: 2000
Bronze Lion

Axe Deodorant – Bathroom/Sperm


Advertising Agency: Lowe Lintas & Partners, Brazil
Creative Director: Atila Francucci
Copywriter: Fernando Nobre, Marcelo Alemida
Art Director: Marco Antonio
Year: 2000
Shortlist

Axe Deodorant – Nun


Advertising Agency: VegaOlmoSponce
Creative Director: Damien Kepel
Copywriter: Pablo Minces
Art Director: Joan Cruz Bobillo
Year: 2000

Axe Deodorant – Turn-o-matic


Advertising Agency: Lowe Lintas & Partners, Spain
Creative Director: Manolo Valmorisco
Copywriter: Santiago Pina
Art Director:Fernando Jerez
Year: 2000

Lynx Deodorant – Train Map


Advertising Agency: Lowe Lintas Australia
Creative Director: Marc Schattner
Copywriter: Robin Feiner
Art Director: Helena Hibs
Year: 2000

Lynx Deodorant – Weddings


Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Hugg Tod
Art Director: Adam Scholes
Year: 2000
Shortlist

Axe Gravity – Gravity


Advertising Agency: Lowe Lintas & Partners, France
Creative Director: Gregoire Delacourt
Copywriter: Benjiamin Samial
Art Director: Catherine Bouard
Year: 2001

Lynx Deodorant – Wheelbarrow/Chair/Cement Mixer


Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Matt Walker
Art Director: Dave Monk
Year: 2001

Lynx Shampoo – Wildest/Never Before/Thrilling


Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: George Prest
Art Director: Johnny Leathers
Year: 2001

Lynx Deodorant – Wheelbarrow/Chair/Cement Mixer


Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Hugg Tod
Art Director: Adam Scholes
Year: 2001

Axe Online


Advertising Agency: Lowe Porta & Partners, Chile
Creative Director: Francisco Guarello
Copywriter: Lorena Hola
Art Director: Leo Farfan
Year: 2001

Axe Deodorant – Pin-up


Advertising Agency: Lowe Lintas & Partners, Spain
Creative Director: Santiago Pina
Copywriter: Miriam Martineza
Art Director: Alberto Contreras
Year: 2001

Axe Deodorant – Cards


Advertising Agency: Lowe Lintas & Partners, Mexico
Creative Director: Luis Lance
Copywriter: Luis Lance
Art Director: Juan Jaime Aceves
Year: 2001

Axe Deodorant – Shower


Advertising Agency: VegaOlmosPonce
Creative Director: Javier Fabregas
Copywriter: Lucas Panizza
Art Director: Norberto Vatrano
Year: 2001

Axe Deodorant – Bride and Groom


Advertising Agency: Lowe Porta, Chile
Creative Director: Kiko Carcavilla
Copywriter: Pablo Gallardo
Art Director: Josè Miguel Pizarro
Year: 2002

Axe Deodorant – Effect


Advertising Agency: Lowe Porta, Chile
Creative Director: Rene Moraga
Copywriter: Raul Vidal
Art Director: Rene Moraga
Year: 2002

Lynx Deodorant – Pants/Jacket/Shirt


Advertising Agency: GingKo Lowe & Partners, Uruguay
Creative Director: Sofia Fornaro
Copywriter: Sofia Fornaro
Art Director: Sofia Fornaro
Year: 2002
Shortlist

Axe Deodorant – Back Scratch & Sniff


Advertising Agency: BBH Singapore
Creative Director: Steve Elrik
Copywriter:Todd Waldron
Art Director: Kelly Pon
Year: 2003

Axe Deodorant – Heart Ass


Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Amir Faharang
Art Director: Matt Campbell
Year: 2003

Axe Deodorant – Coffea Break/Sorority/Therapist


Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Ryan Blank
Art Director: Mike Hahn
Year: 2003

Axe Deodorant – Axe Effect


Advertising Agency: Lowe Pirella, Milan
Creative Director: Piero Lo Faro
Copywriter: Claudia Bavelloni
Art Director: Daniela Marsetti
Year: 2003

Axe Deodorant – Snow White


Advertising Agency: Lowe Lintas & Partners, Hamburg
Creative Director: Michael Funk, Holgen Prendky
Copywriter: Henriu Ticksen
Art Director: Mithra Daryabegi
Year: 2003

Axe Deodorant – Babe on board


Advertising Agency: BBH Singapore
Creative Director: Steve Elrik
Copywriter: Parak Tembulkar
Art Director: Scott McClelland
Year: 2003

Axe Deodorant – New Long Lasting Effect


Advertising Agency: Leche Lowe Worldwide, Chile
Creative Director: Francisco Guarello
Copywriter: Sebastian Arteaga, Lorena Hola
Art Director: Josè Luis Estevez
Year: 2003

Axe Deodorant – Scratches


Advertising Agency: Lowe Porta, Santiago
Creative Director: Kiko Carcavilla, Pablo Gallardo
Copywriter:Pablo Gallardo
Art Director: Paul Beelen
Year: 2003

Axe Deodorant – The Swimming Instructor


Advertising Agency: Lowe Brussels
Creative Director: Georges Lafleur
Copywriter: Veronique Sels
Art Director: Dominique Vangilberg
Year: 2003

Axe Shower – Train/Shower


Advertising Agency: BBH Singapore
Creative Director: Steve Elrik
Copywriter: Parak Tembulkar
Art Director: David Wong
Year: 2003

Axe Facial Foam – Kisses


Advertising Agency: BBH Singapore
Creative Director: Steve Elrik
Copywriter: Parak Tembulkar
Art Director: David Wong
Year: 2003

Axe Deodorant – Flammable Bikini


Advertising Agency: Lowe Brazil
Creative Director: Julio Anderey, Martin Juarez, Valmir Leite
Copywriter: Rodrigo Kallas
Art Director: Edson Kerbe Jimmy
Year: 2003

Axe Deodorant – Little evils


Advertising Agency: Lowe Brazil
Creative Director: Julio Anderey, Martin Juarez, Valmir Leite
Copywriter: Marcelo Camargo
Art Director: Mrcelo Camargo
Year: 2003

Lynx Deodorant – Australia/Brazil/Thailand/Amsterdam


Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Matt Waller
Art Director: Dave Monk
Year: 2003
Shortlist

Lynx Deodorant – Woman


Advertising Agency: Lowe Ginkgo, Uruguay
Creative Director: Gabriel Roman
Copywriter: Sofia Fornaro
Art Director: Alejandro Rodriguez
Year: 2003
Shortlist

Axe Deodorant – Ashtray/Broom


Advertising Agency: Lowe Bull Calvert Pace, South Africa
Creative Director: Rob Mclennan
Copywriter: Matthew Brink
Art Director: Adam Livesey
Year: 2003

Axe Deodorant – Nuts/Pencil/Plug


Advertising Agency: Lowe & Partner, Dubai
Creative Director: Nirmar Diwadkar
Copywriter: Manoj Ammanath
Art Director: Adham Obeid
Year: 2004
Shortlist

Axe Body Spray – Family Announcements


Advertising Agency: Lowe Amsterdam
Creative Director: Ivan Van Der Zwan
Copywriter: Dylan De Backer
Art Director: Joris Kuijepers
Year: 2004
Shortlist

Lynx Deodorant Dry – Wheather Symbols


Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Adam Chiappe
Art Director: Saunby
Year: 2004
Shortlist

Lynx Deodorant – Beer/Wood


Advertising Agency: BBH London
Creative Director: Marc Hatfield, Pete Bradly
Copywriter: George Prest
Art Director: Adrian Rossi
Year: 2004
Shortlist

Lynx Deodorant – Advent Calendar


Advertising Agency: BBH London
Creative Director: Marc Hatfield, Pete Bradly
Copywriter: Matt Wallen, Dave Monk
Art Director: Matt Waller, Dave Monk
Year: 2004

Lynx Deodorant – Britney


Advertising Agency: BBH London
Creative Director: Marc Hatfield, Pete Bradly
Copywriter: Alex Grieve
Art Director: Adrian Rossi
Year: 2004
Shortlist

Axe Deodorant – Ashtray/Broom


Advertising Agency: Lowe Bull, Johannesburg
Creative Director: Rob Mclennan
Copywriter: Matthew Brink
Art Director: Adam Livesey
Year: 2004
Shortlist

Axe Deodorant – Busker/Hobo/Bag Lady


Advertising Agency: Lowe Bull, Johannesburg
Creative Director: Rob Mclennan
Copywriter: Matthew Brink
Art Director: Adam Livesey
Year: 2004
Shortlist

Axe Deodorant – Dolls/Duck


Advertising Agency: Lowe SSPM, Bogotà
Creative Director: Josè Miguel Sokoloff
Copywriter: Juan Carlos Palma
Art Director: Mauricio Jimenez
Year: 2004

Axe Body Spray – Lodge/Horseback Riding/Gondola/Footsie


Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Peter Rosch
Art Director: John Hobbs
Year: 2004

Axe Deodorant – Video Store/Lingerie/Inspiration Point


Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Matt Ian
Art Director: Gerald Lewis
Year: 2004
Silver Lion for the campaign

Axe Body Spray – Show Them The Way


Advertising Agency: VegaOlmosPonce
Creative Director: Hernan Ponce, Pablo Batlle
Copywriter: Mario Crudele, Alejandro Garone
Art Director: Martin Ponce, Rodrigo Isaia
Year: 2004

Lynx Deodorant Touch – Jeans/Zip


Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Claudia Southgate
Art Director: Verity Fenner
Year: 2004

Lynx Deodorant Dry – Shirt/Tattoo


Advertising Agency: BBH London
Creative Director: Marc Hatfield, Pete Bradley
Copywriter: Claudia Southgate
Art Director: Verity Fenner
Year: 2005

Lynx Body Spray – Linx Jet Campaign


Advertising Agency: Lowe Hunt, Sidney
Creative Director: Adam Lance
Direct Creative Director: Peter Bidenko
Copywriter:  Michael Canning
Art Director: Simone Brandse
Year: 2005
Bronze Lion for the campaign

Axe Deodorant – 100 Sexiest Men in the World/The Milkman


Advertising Agency: Lowe Bull, Johannesburg
Creative Director: Rob Mclennan, Stuart Walsh
Copywriter: Matthew Brink
Art Director: Adam Livesey
Year: 2005
Shortlist

Axe Deodorant – Snowflakes


Advertising Agency: BBH Singapore
Creative Director: Steve Elrik
Copywriter: Noel Yeo
Art Director: Elyn Wong
Year: 2005

Lynx Deodorant Dry – Dirty Girl


Advertising Agency: Lowe Hunt, Sidney
Creative Director: Adam Lance
Copywriter: Michael Canning
Art Director: Simone Brandse
Year: 2005
Shortlist

Axe Deodorant – Sofa/Marathon Table/Whip Cream/Take a Number


Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Matt Ian
Art Director: Amee Shah
Year: 2005

Axe Deodorant – It Can Happen Anywhere


Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Matt Ian
Art Director: Amee Shah
Year: 2005

Lynx Deodorant – “You Never Know When” Campaign


Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Nick Gill
Art Director: Rosie Arnold
Year: 2005
Shortlist

Axe Shower Gel – Grip Pads/Miror/Towel


Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Tom Kraemer
Art Director: Nick Klinkert
Year: 2005
Bronze Lion for the campaign

Axe Deodorant – Santa Claus


Advertising Agency: Lowe San Paolo
Creative Director: Valmir Leite, Theo Rocha
Copywriter: Mauricio Machado
Art Director: Sergio Barros
Year: 2005

Axe Deodorant – Sweeties/Teacher


Advertising Agency: Lowe Bull, Johannesburg
Creative Director: Rob Mclennan, Gareth Lessing
Copywriter: Tim Beck
Art Director: Sean Harrison
Year: 2005

Axe Deodorant – Peep Hole


Advertising Agency: Lowe & Partner, Dubai
Creative Director: Manoj Ammanath
Copywriter: Ash Chagla
Art Director: ASm Zijad
Year: 2005
Shortlist

Axe Deodorant – Birds Eye View


Advertising Agency: Lowe & Partner, Dubai
Creative Director: Manoj Ammanath
Copywriter: Ash Chagla
Art Director: ASm Zijad
Year: 2005

Run Boy Run


Advertising Agency: Lowe & Partner, Dubai
Creative Director: Manoj Ammanath
Copywriter: Sandeep Fernandes
Art Director: Christine Mercier
Year: 2005

Axe Deodorant – Sweeties/Teacher


Advertising Agency: VegaOlmoSponce
Creative Director: Hernan Ponce
Copywriter: Hernan Ibarra
Art Director: Angel Castiglia
Year: 2005

Axe Body Spray – Bed’s Campaign







Advertising Agency: Lowe Bull, Johannesburg
Creative Director: Rob Mclennan, Gareth Lessing
Copywriter: Asheen Naido
Art Director: Marion Griffits
Year: 2005

Axe Deodorant – Kiss Bill


Advertising Agency: Lowe Mexico
Creative Director: Humberto Polar, Fernando Osuna
Copywriter: Walter Nava
Art Director: Pedro Mayorga
Year: 2005

Axe Deodorant – Fallen Angel


Advertising Agency: Lowe Bull, Johannesburg
Creative Director: Gareth Lessing
Copywriter: Gareth Lessing
Art Director: Tatjana Buisson
Year: 2006
Shortlist

Lynx Deodorant – Sex Letters Campaign













Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Alex Grieve
Art Director: Adrian Rossi
Year: 2006
Shortlist

Lynx Deodorant – Click Campaign


Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Ed Edwards
Art Director: Dave Masterman
Year: 2006

Axe Deodorant – Subway Map/Contour Map/Island Print


Advertising Agency: BBH Asia Pacific, Singapore
Creative Director: RTodd Waldron
Copywriter: Beth Ryan
Art Director: Ross Ventress, Elyn Wong
Year: 2006

Axe Deodorant – Tetris


Advertising Agency: Lowe Bangkok
Creative Director: Supong Khaotong, Kittinan Sawasdee
Copywriter: Panusard Tanhashindawong
Art Director: Vancelin Teng
Year: 2006

Axe Deodorant – Bedtime Reading


Advertising Agency: Brancom Dubai
Creative Director: Manoji Ammhanath
Copywriter: Sandeep Fernandes
Art Director: Husen Baba Khan
Year: 2006

Axe Deodorant – Khalid


Advertising Agency: Brancom Dubai
Creative Director: Manoji Ammhanath
Copywriter: Ash Chagla
Art Director: Rachna Dhall
Year: 2006

Axe Body Spray – Loin Cloth/Moustache/Flag


Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Nathan Frank
Art Director: Andre Massis
Year: 2006

Axe Deodorant – Postcards Campaign (Car/Cupboard/Elevator/Bleacher)


Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Nathan Frank
Art Director: Andre Massis
Year: 2006

Axe Deodorant – Name-Number


Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Nathan Frank
Art Director: Andre Massis
Year: 2006
Shortlist

Axe Deodorant – Threesome


Advertising Agency: Brancom Dubai
Creative Director: Manoji Ammhanath
Copywriter: Nisha Vagh
Art Director: Timsy Vadhani
Year: 2006

Axe Deodorant – Do Not Disturb


Advertising Agency: Brancom Dubai
Creative Director: Manoji Ammhanath
Copywriter: Sandeep Fernandes
Art Director: Husen Baba Khan
Year: 2006

Axe Deodorant – Get a Girlfriend Campaign 2006

Advertising Agency: Lowe Bull, Johannesburg
Creative Director: Gareth Lessing, Robe McLennan
Copywriter: Matthew Brink
Art Director: Adam Livesey
Year: 2006
Silver Lion for the campaign

Axe Body Shower – Blowing Bubbles


Advertising Agency: Lowe MENA, Dubai
Creative Director: Dominic Stallard, Clinton Manson
Copywriter: Clinton Manson
Art Director: Dominic Stallard
Year: 2007
Shortlist

Axe Body Shower – Milkshake/Groucho/Birds/Get Well


Advertising Agency: Lowe MENA, Dubai
Creative Director: Dominic Stallard, Clinton Manson
Copywriter: Clinton Manson
Art Director: Dominic Stallard
Year: 2007
Shortlist

Axe Body Spray – Females/Show’er


Advertising Agency: Lowe MENA, Dubai
Creative Director: Dominic Stallard, Clinton Manson
Copywriter: Clinton Manson
Art Director: Dominic Stallard
Year: 2007

Axe Deodorant – Sperm


Advertising Agency: Uncle Grey, Aarhus
Creative Director: Per Pedersen
Copywriter: Per Pedersen
Art Director: Resmus Gottliebsen
Year: 2007

Axe Recovery Shower Gel – Bathmat/Pillows/Toilet


Advertising Agency: BBH New York
Creative Director: Kevin Roddy, William Gelner
Copywriter: Tim Geoghegan, 
Art Director: Caprice Yu
Year: 2007

Axe Lab Eau De Toilette – Back to Back/Chest Bump/Tongues


Advertising Agency: BBH New York
Creative Director: Kevin Roddy, William Gelner
Copywriter: Tim Geoghegan, 
Art Director: Caprice Yu
Year: 2007

Lynx Deodorant – Clock


Advertising Agency: BBH London
Creative Director: Ben Akers, Nadine Akle
Copywriter: Ben Akers
Art Director: Nadine Akle
Year: 2007

New Axe 3 – Psychologist+Swimmer/Schoolgirl+Skier/Executive+Volley Player


Advertising Agency: VegaOlmoSponce
Creative Director: Hernan Ponce, Sebastian Stagno, Rafael D’Alvia
Copywriter: Angel Castiglia
Art Director: Facundo Romero
Year: 2007

Axe Deodorant – Get a Girlfriend Campaign 2007


This campaign is a new interpretation of “The Axe Effect”. It shows how guys are wasting time with silly activities when they should rather be getting a girlfriend with the help of Axe. The first ad shows a guy posing proudly with his prize winning Yorkshire Terrier at a dog show. The next ad features two art students re-enacting a computer game scene in front of a blackboard. The final ad shows two guys that are holding their own Scalextric Formula One Driver’s Championship.




This campaign is a new interpretation of “The Axe Effect”. It shows how guys are wasting time with silly activities when they should rather be getting a girlfriend with the help of Axe. In each execution we have placed a “Get a Girlfriend” sticker on a mock article in community newspapers. The articles featured a loser who has either become a highland dancing champion, attempted to break the world record for balancing a milk bottle on his head or been a runner-up at a Star Wars costume competition.
Advertising Agency: Lowe Bull, Johannesburg
Creative Director: Gareth Lessing
Copywriter: Matthew Brink
Art Director: Adam Livesey
Year: 2007
Bronze Lion for the campaign & Gold Lion for the campaign

Lynx Deodorant – Pizza/Iron/Cup Noodle


Advertising Agency: BBH Asia Pacific
Creative Director: Steve Elrick
Copywriter: Todd Waldron
Art Director: Ross Ventress
Year: 2007

Lynx Deodorant – Bonfire Night


Advertising Agency: BBH London
Creative Director: John O’Keeffe, Rosie Arnold
Copywriter: Richard McGrann
Art Director: Andy Clough
Year: 2008

Axe Deodorant – Tarzan


Advertising Agency: BBH Asia Pacific
Creative Director: Todd Waldron
Copywriter: Beth Ryan
Art Director: Poul Down
Year: 2008

Axe Dark Temptations – Blonde


Advertising Agency: VegaOlmosPonce
Creative Director: Hernan Ponce
Copywriter: Analia Rios
Art Director: Ricardo Armentano
Year: 2008
Shortlist

Axe Deodorant – Topical News


Advertising Agency: BBH Tokyo
Creative Director: Steve Elrick
Copywriter: Masashi Kayamura
Art Director: Tadashi Tsujimoto
Year: 2008

Axe Deodorant – Mars & Venus


Advertising Agency: Lowe Philippines
Creative Director: Steve Clay, Rene Dominguez
Copywriter: Aimee Espiritu
Art Director:  Bong Legaspy
Year: 2008

Axe Body Spay – McCain


Advertising Agency: BBH New York
Creative Director: Rosie Arnold
Copywriter: Alex Grieve
Art Director:  Pelle Sjoenell
Year: 2008

Axe Day & Night – Bar/Bellboy/Delivery


Headline: New Axe Day & Night. One is suitable for general audience. The other one is not.

Advertising Agency: Ponce Buenos Aires
Creative Director: Hernan Ponce, Hernan Ibarra, Walter Aregger
Direct Creative Director: Analia Rios, Ricardo Armentano
Copywriter:  Antonio De Federico
Art Director: Pedro Losada
Year: 2009
Gold Lion for the campaign

Axe Deodorant – Puppy/Baby/Wedding Ring


Advertising Agency: Lowe Ativism, Lisboa
Creative Director: Joao Coutinho
Copywriter: Ana Simoes
Art Director: Ana Magalhaes
Year: 2009

Axe Body Spray – Periodic Table


Advertising Agency: Lowe/SSP3, Bogota
Creative Director:Josè Miguel Sokoloff, Margarita Olivar
Copywriter: Juan Carlos Gonzales
Art Director:  Margarita Olivar
Year: 2009

Axe Body Spray – Nerd


Advertising Agency: Alfred International, Amsterdam
Creative Director: Patrick De Zeeuw,  Aad Kuiyper
Copywriter: Patrick De Zeeuw
Art Director:  Aad Kuiyper
Year: 2010

Lynx Deodorant – Car/Street


Advertising Agency: BBH London
Creative Director: Dominic Goldman
Copywriter: Dan Glover
Art Director:  Adam Thompson
Year: 2010
Shortlist

Axe Body Spray – Yearbook Picture


Advertising Agency: McCann Erickson, Tel Aviv
Creative Director: Eldad Weinberger, Sigal Abudy
Copywriter: Sigal Abudy
Art Director:  Guy Laufer
Year: 2010

Axe Body Spray – Woman’s Day


Advertising Agency: Lowe Bull Johannesburg
Creative Director: Rui Alves
Copywriter: Heidi Kesselman
Art Director:  Lee Naidoo
Year: 2010

Axe Deodorant – World Cup Argentina


Advertising Agency: BBH London
Creative Director: Nick Gill, Domenic Goldman
Copywriter: SHugo Bierskenk
Art Director:  Dean Woodhouse
Year: 2011
Shortlist

Axe Shower Gel – Whip/Cream/Corset


Advertising Agency: BBH London
Creative Director: Nick Gill, Domenic Goldman
Copywriter: Richard Mcgran
Art Director:  Andy Clogh
Year: 2011

Lynx Excite Deodorant – Even Angel Will Fall


Advertising Agency: BBH London
Creative Director: Domenic Goldman
Copywriter: Hugo Bierschenk
Art Director:  Dean Woodhouse
Year: 2011

Axe Body Spray – Tic-Tac-Toe


Advertising Agency: Lowe MENA, Dubai
Creative Director: Mark Lewis
Copywriter: Marwan Saab
Art Director:  Monsoor A Bhatti
Year: 2011

Related Post: 

Axe, Rexona, Impulse: The VegaOlmosPonce Effect

Lowe Hunt for Lynx Body Spray: The Lynx Jet Project

Starbucks – The Big Picture

Posted: November 7, 2011 | Author: | Filed under: Ambient, Beverages, Cannes Lions, Case History, Event, Promotion, Social, USA | Tags: , , , , , , , , , | 1 Comment »


The brief
To launch Starbucks’ new Green Initiative, we set out to demonstrate the power of people coming together. Our goal was to show how each individual’s small action can add up to create an amazingly big impact.
Idea
On March 18 – 19 in New York, we created a massive event where thousands of New Yorkers traded in their paper cups for reusable mugs. Artists used the individual paper cups to create a giant mosaic image of a sequoia three – representing the vast number of trees we can save if we all made one small change.

Results
On Facebook, 790,000 fans participated from around the world. And as a result of the documented event, over one million people brought a reusable mug to Starbucks on April 15th. During the event, thousands of people traded in their paper cups for reusable mugs.

Advertising Agency: BBDO New York
Chief Creative Officer: David Lubars
Creative Director: Linda Honan
Art Directors: Kim Haxton, Stuart Matz
Year: 2010
Shortlist

IKEA – Embrace Change (the IKEA version of the Oval Office)

Posted: November 4, 2011 | Author: | Filed under: Ambient, Cannes Lions, Case History, Digital, Guerilla, Promotion, USA | Tags: , , , , , , , , , | Leave a comment »

In January 2009, IKEA wanted to elevate the status of its Washington, D.C. area stores after making significant local renovations, upgrades, and customer service enhancements. The communications goal was simple: to reintroduce the IKEA concept and stores to the D.C. area through a campaign that generates buzz and awareness and revive the enthusiasm and excitement Washingtonians feel for IKEA. Coincidently, these positive adjustments to the IKEA D.C. area stores came at a time of “Change” for D.C., which led to the concept of the “Embrace Change ’09″ Campaign developed by agency partner Deutsch NY and publicized internationally by the MWW Group Consumer Lifestyle Marketing team.

The objective of the promotion
The objective of the “Embrace Change” program was to use the increased media attention in Washington DC surrounding the historic presidential inauguration to highlight how IKEA’s low priced, high quality home furnishing solutions are relevant to all Americans, encouraging them to embrace change in their homes.

How the promotion developed from concept to implementation
To garner attention for the message and give it cultural relevance, we chose to physically demonstrate what it was to “embrace change” using the incoming President as both inspiration and illustration. A replica of the Oval Office in Union Station that showed thousands of commuters and visitors how IKEA would furnish the most important room in the world.



At EmbraceChange09.com, Americans could design their own virtual Oval Office and send their submissions to the White House. The microsite features a pixel art Oval Office and various pieces of IKEA furniture that you can use to create your ideal Oval Office, and each piece links to real version in the IKEA store, and can be customized with the same materials and options as the real item. Then you simply place, rotate and arrange the Oval Office as you see fit to create your very own version of Obama’s new home. Once you’re done, you can use the site’s built-in Send to Friend functionality to share your room with others, or you can even send it off to the White House and make your voice heard. Three winning designs will even receive a $1,500 Giftcard to make their dream Oval Office come to life


And a motorcade brimming with IKEA purchases cruised through the city making many wonder if the president was actually embracing change.





The results
The unique timing of the economy and the changing administration provided an ideal platform to present IKEA’s concept. With 222,304 unique site visitors and 3,998 designs submitted to the white house coupled with 400+ unique media placements, 60+ minutes of broadcast coverage and 500,000,000 impressions, “Embrace Change” gave IKEA its largest PR success in the brand’s history with the “embrace change” message becoming the definitive brand platform for now and hopefully for many years to come.

IKEA has always been about giving people options to make their homes more beautiful, more functional and more fabulous for less money. Given the economic situation and incoming administration, we positioned IKEA as providing “fiscally responsible home furnishings” that translate to real possibilities and tangible solutions that allow everyone to “embrace change.” Our connection with the new administration’s tone of optimism and commitment to change made IKEA’s voice stronger than other retailers who were attempting to harness the same attention.

“We have never had an opportunity to do anything surrounding the message of change from a national standpoint,” said Ikea public relations manager Marty Marston.

Advertising Agency: Deutsch, New York
Chief Creative Officer: Peter Nicholson
Group Creative Director: Nathan Hunt
Copywriter: Nick Bayne
Art Director: Grant Piper
Year: 2009
Shortlist

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