1 – ADC-UA Awards (Ukraine)/Agency: Leo Burnett Ukraine
2 – The 2002 Marketing Awards/Agency: Taxi Canada
3 – Art Director’s Club CdF 2006/Photographer Vincent Dixon
4 – The Art Directors Club CfE 2002/Bozell New York
5 – The Singapore Creative Circle Awards 1997/Leo Burnett Singapore
6 – Creative Club of Belgium (Call for entry 2005)/Agency: Duval Guilarme, Brussels
7 – The KBP Radio Awards, C.f.E 2007/Agency: BBDO Guerrera Ortega, Philippines
8 – The Art Director’s Club CdF 2009/Agency: Publicis New York
9 – Clio Awards 2004/Agency: ALMAP/BBDO
10 – The Art Director’s Club Cdf 2011/Agency: DDB New York
11 – Crèa Awards 2007/Agency: BOS, Canada
12 – The One Club Call for Entries 2007/Agency: Jupiter Drawing Room, South Africa
13 – AdAwards Call for Entries 2006/Agency: Saatchi & Saatchi, Paris
14 – ADC 92° Annual Awards/Agency: The Conquistadors Collective, New York
15 – The Tinta Awards Call for Entries 2012/Agency: Young & Rubicam Philippines
TBWA Hunt Lascaris Johannesburg’s brief was to conceptualise an outdoor campaign that illustrates that Doom Fogger gets into every nook and cranny, killing insects before they get too comfortable. Using cracks on outdoor walls, they created a make-believe world, showing cockroaches in different environments. This was achieved by creating miniature furniture and using actual cockroaches to depict real life scenarios inside the cracks.
Advertising Agency: TBWA, South Africa
Executive Creative Directors: Matthew Bring, Adam Livesey
Creative Director: Justin Wright
Art Director: Sifiso Nkabinde
Copywriter: Thokozani Mashigo
Agency Producer: Sharon Cvetkovski
Account Manager: Vanessa Maselwa.
Director of photography: Rowan Cloete
Producer: Matthew Durant
1 – YEO VALLEY ORGANIC – Boyband
In a follow-up to last year’s rapping farmers ad, Yeo Valley launched a tv spot during the first ad break of The X Factor live show. The one-off, two-minute music video features a farming-inspired boy band called The Churned, singing a ballad entitled Forever. The ad was shot on location in Blagdon, in the heart of rural Somerset. The launch tied in with a Facebook karaoke competition, where users could sing along to the Yeo Valley track. The winner appeared in a 30-second version of the ad, which ran during the X Factor final on 11 December.
Advertising Agency: BBH London
2 – CARLTON DRAUGHT – Big Ad
An epic send-up of big budget ads, featuring a cast of thousands. Song lyrics: “It’s a big ad / very big ad/ it’s a big ad we’re in./ It’s a big ad/ my God it’s big/ can’t believe how big it is/ it’s a big ad for Carlton Draught / It’s just so freaking huge! / It’s a big ad/ expensive ad! / This ad better sell some bloooooody beer!!!
Advertising Agency: George Patterson Y&R, Melbourne
3 – PUMA – Hardchorus
We open on a small group of hardcore soccer fans, also known as hooligans, standing in a classic British pub. Suddenly, one of them starts singing the first words of “Truly, Madly, Deeply” by Savage Garden. Another hooligan joins in, and as the camera pulls out, we see that the whole pub is packed with hooligans. They all sing together with the power of an entire stadium of fans during a soccer game, turning the cheesy love song into something big, beautiful and romantic. After the last chorus, a super appears: “It’s match day. It’s Valentine’s Day. Let your better half know how you feel. Dedicate and send this song at pumahardchorus.com”. Followed by Puma’s “Love = football” next to the Puma logo.
Advertising Agency: Droga5
Gold Lion for the Campaign
4 – NORTE BEER – It’s Good to Have Friends
Beer means friendship, and this campaings presents in funny way the different kind of friends we all have.
Advertising Agency: Del Campo/Nazca Saatchi & Saatchi, Buenos Aires
Silver Lion for the Campaign
5 – T-MOBILE – Welcome Back
On October 27th 2010, thousands of unsuspecting passengers arriving at Heathrow’s Terminal 5 were given a welcome home to remember. People were greeted by a 300 strong choir and vocal orchestra singing a medley of songs, completely a cappella, to welcome them back into the country.
Advertising Agency: Saatchi & Satchi, London
6 – COCA-COLA – Hilltop
Advertising Agency: McCann Erikson
7 – HEINEKEN – Singer
A blues singer can’t sing the blues – his life is too contented. A sip of lager soon changes that. Heineken refreshes his blueness.
Advertising Agency: Lowe Haward- Spink, UK
8 – HONDA – Impossible Dream
A man travels on an incredible journey using some of Honda’s landmark products whilst miming to the Andy Williams song ‘The Impossible Dream’. His journey comes to an abrupt end when he leaps off a giant waterfall in a Honda Powerboat into the mist below. Surely, this is the end of his dream? However as Andy Williams reaches the crescendo of the song, our hero returns in a Honda Hot Air Balloon to finish off the song in style. Garrison Keillor – the voice of Honda – sums it all up with ‘I couldn’t have put it better myself’.
Advertising Agency: Wieden + Kennedy, London
9 – COCA-COLA – Choir
Here’s Coca-Cola celebrating along with Santo its 125th year, and once again, we are guilty of naivety. We believe that, even today, the world is not far from the world that we dream of. In fact we are so naïve about thinking this way, that we decided to carry out an investigation to evaluate just how justified our reasons to believe in a better world were. We are proud to present to you “Choir”, created by Santo for Coca-Cola Latin America and their new communications platform: “REASONS TO BELIEVE IN A BETTER WORLD”.
Advertising Agency: Santo, Buenos Aires
10 – T-MOBILE – Singalong
When T-Mobile invited the British public to be part of their next event, people turned up to Trafalgar Square, not knowing what they were letting themselves in for. Thousands of microphones were handed out as it was revealed they’d all be singing karaoke together. After a number of songs, and with a surprise guest appearance from Pink, the event culminated with everyone singing the timeless classic, ‘Hey Jude’
Advertising Agency: Saatchi & Satchi, London
11 – NIKE FREE RUN – I Would Run to You
Love makes people do crazy things. Like run across the country. See how strong running reunites a long distance couple.
Advertising Agency: Wieden + Kennedy, Portland
12 – NIKE – Pretty
As Maria Sharapova marches to her tennis match, she passes people who sing I Feel Pretty. She slams a ball cross to court, putting an end to the singing.
Advertising Agency: Wieden + Kennedy, Portland
13 – BASF – Dear John
The ad, set in army camp, features a soldier receiving a letter which goes to the tune of “Dear John”, the country song written by Lewis Talley, Fuzzy Owen and Billy Barton and made popular by Jean Shepard during the Korean war. As the song finishes the sergeant adapts the classic line from Humphrey Bogart, “Play it again John”.
Advertising Agency: Colenso BBDO, NZ
14 – REXONA – Sensitive Armpits
A tough lumberjack is chopping down a tree. As he rearranges his cap, we notice at the same time he does that his underarm begins to song a sweet song. The corny melody is really annoying him. At this point, we see different cliché images of rough and tough men all undergoing the same situation. Finally, one of them applies the New Rexona Men Sensitive and succeeds in shutting up the underarm voice. A male voice in off says: New Rexona Men Sensitive. Even the most insensitive guy can have sensitive underarms.
Advertising Agency: Ponce Buenos Aires
15 – STARBUCKS – Glen
Glen jumpstarts his day by drinking a Starbucks DoubleShot. As he opens the can, Survivor appears in his apartment. They follow Glen through his full morning routine, singing a personalized version of “Eye of the Tiger.”
Advertising Agency: Fallon, New York
16 – GOOGLE – Demo Slam: Realtime Karaoke
Google is more than just a search bar. However, most of us don’t use, let alone, are aware of its many features. We needed to find a way to share all this free technology with the world. To educate everyone about all of Google’s innovations; we decided to change the way people learnt about it. We got precisely the people who didn’t use this free tech, to explain to the others why they should. Because, only they would be able to explain it in a way that would be fun to watch, and understood by all. By bringing in just a little bit of courage, creativity and fun; each of them pushed the role of technology in our lives and inspired the rest to use it in ways never imagined before.
Transforming something few were aware of to something the whole world cared about; we were able to re-define the role of technology in everyone’s life. From celebrities, scientists, soccer moms, teens to even sports personalities; everyone came forward to find new ways in which technology could make their world a little better.
Advertising Agency: Johannes Leonardo, NY
Gold Lion for the Campaign
17 – DISCOVERY CHANNEL – I Love the World
We developed a new brand idea for Discovery Channel: Discovery is the
World’s Biggest Fan of the World. We wanted to celebrate all that is epic, beautiful, inspiring, fun and just plain crazy in the world. Fellow fans—from spacewalking Astronauts to Alaskan fishermen to Zulu warriors to Stephen Hawking to Discovery hosts like Mike Rowe and Bear Grylls—sing along to an old campfire song re-written to express how each of them loves the world. In other words, to tell people why Discovery Channel thinks “The World is Just Awesome.”
Advertising Agency: 72ndSunny, USA
18 – MATCH.COM – Piano
This is a film for the online dating service, Match.com, which features a couple finding each other as they examine musical instruments. He strums a guitar and she plays a keyboard. Together they make beautiful music, and it’s clearly the start of something special.
Advertising Agency: Mother, London
19 – WILKINSON – Mow the Lawn
Girls in a front yard sing about mowing the lawn in order to promote Wilkinson/Schick Quattro razors for women.
Advertising Agency: JWT, New York
20 – AMERICAN LEGACY FOUNDATION/TRUTH – Singing Cowboy
We saddled up a horse, found a modern day cowboy that happened to have a hole in his neck due to a tobacco-related laryngectomy, and sent him to Manhattan to sing.
Advertising Agency: Arnold/Crispin Porter + Bogusky, USA
21 – ARNET BROABAND – Numa Numa
The ad shows some of the funny stuff you can find on the Internet.
Advertising Agency: Santo, Buenos Aires
22 – EVIAN – Voices
A man in a lift, a jogger, a secretary by the photocopier, a man in his car, an elderly lady…in all these scenes from everyday life, we see people singing with their childish voices.
Advertising Agency: BETC Euro RSCG, Paris
23 – NIKE WOMEN – Surgery
A group of women run away from a plastic surgery clinic dancing a choreography to a reggaetón tune.
Advertising Agency: Madre, Buenos Aires
24 – DIESEL – Anthem
Sing-a -ong Diesel Island national anthem. Why is your country fucked up?
Advertising Agency: Santo, Buenos Aires
Silver Lion for the Campaign
25 – PROCTER & GAMBLE – You’ll Never Walk Alone
This 60-second commercial shows a lifetime of moms by their children’s sides doing the daily, sometimes mundane, things that help their children grow up to be Olympians. All the while, they sing “You’ll Never Walk Alone” from the Rodgers & Hammerstein musical Carousel. The ad builds from a child’s birth and culminates with the Olympics and a proud mom seeing all her hard work pay off. We then cut to a card that says, “Thank you, Mom,” followed by a series of product brand images that ends on the P&G logo with the voice-over, “P&G. Proud sponsor of Moms.”
Advertising Agency: Wieden + Kennedy, Portland
Bronze Lion for the Campaign
26 – BURGER KING – Americas Favorite/More Mayo/More Cheese
Introducing the Whopperettes.
The Whopperettes return with a story about extra cheese.
The Whopperettes return with a story about mayo.
Advertising Agency: Crispin Porter + Bogusky
Silver Lion for the Campaign
27 – CADBURY DAIRY MILK – Night Runner
Fallon and Cadbury keep Great Britain pumped for the Olympics with a new spot that re-creates “The Final Countdown” — but adds multiple voices singing from the towers and buildings while a runner makes his way, presumably, to the Olympic Gold. An accompanying interactive feature encourages Britons to upload videos of them singing similarly inspirational songs to help team GB to victory.
Advertising Agency: Fallon London
28 – LOTTO LOTTERY – Ballroom Blitz
A taxi driver refuses to let passengers into his cab. Instead, he walks over to the queue and starts to sing for them. The man who joins in is chosen as the lucky passenger.
Advertising Agency: New Deal DDB, Norway
29 – CADBURY DAIRY MILK – Simply the Best
Part of Cadbury’s “Keep Team GB Pumped” campaign for London 2012 Olympics, swimmer Rebecca Adlington is serenaded by royal guards, dinner ladies and butchers with Tina Turner’s “Simply the Best.”
Advertising Agency: Hypernaked, London
30 – AMP ENERGY DRINK – Walk of no Shame
AMP wanted to introduce three new products with specific energy functions, designed to help our target, people who live their lives to the fullest. We also needed to increase brand awareness and embed ourselves into their daily life. We wanted to be the most relevant, unlike our hyper-masculine energy competitors. “Walk of No Shame” was an ode to the infamous walk that young people take “the night after” going out. With the look and sound of a mini-musical, AMP showed how one can take a “walk of no shame” as it gets you back on your feet.
Advertising Agency: BBDO New York
31 – LABATT BLUE BEER – Big Song
A young man tries to make up to his girlfriend by singing her a song around a campfire – “Out of the Blue”, and it turns into a huge sing-a-long.
Advertising Agency: Ammirati Puris, Canada
32 – PEPSI – Pepsi Generation
Advertising Agency: BBDO, USA
Four men transport a heavy box with precious contents to a waiting ship. The box survives lots of dangers and finally arrives safe. Unfortunately the ship is the Titanic.
Advertising Agency: DDB Needham, Netherlands
Der Spiegel Magazine
Gradiente Home Theatre
Titanic Food Festival
Priya Village Cinema
In a scene reminiscent of “Titanic”, the workers in an office try to fix a broken shelf.
Advertising Agency: Dentsu, Tokyo
Meio & Mensagem Magazine
Citroen XSara Picasso
This series show the problems when you play a DVD player. It then recommends a Soken DVD player instead. The office girl talks to her friend at the elevator about the ‘Titanic’ DVD she saw yesterday. However, she isn’t speaking smoothly. Why? Because her DVD player can’t play smoothly either.
Advertising Agency: EURO RSCG Flagship, Bangkok
Sony Wega Home Theatre
L’Equipe Sport Magazine
Dakino Film Festival
A ship, a man, a woman. Ship sinks. Man dead. Woman alive. Watch Hollywood’s legendary blockbuster “Titanic” in 30 seconds. Short and fun. Just like the VW Fox.
Advertising Agency: DDB Dusseldorf
LG Home Theater
We see the memorable scene where the Terminator is going to be melted in the industrial plant, everything occurs as normal, but the soundtrack we hear is “My Heart Will Go On” from Titanic. In the credits we read “Terminator or Titanic? Take Both, Tuesdays 2X1 at BlockBuster”
Advertising Agency: BBDO Guatemala
Panasonic Veira Plasma TV
Montex Carbon Paper
Utopia Groups Cinema
McDowell’s Diet Mate Whisky
Toys ‘R Us
Kaercher (immersion pump)
RIOS Illustration Studios
Show Off Film
Rocklets Chocolate Candies
We see the Titanic sailing over the dark waters of the Atlantic Ocean. In the crow’s nest there’s a watchman, personified by a Yellow chocolate Rocklets. Suddenly, he spots a huge iceberg and informs the other Rocklets who desperately trie to alert the Captain. As soon as he takes off to do so, a huge human hand takes it away and eats it. The Rocklet was never able to inform the ship that it is about to crash into an iceberg. Super: The beginning of the history of a Rocklets is very close to the end.
Advertising Agency: Leo Burnett Argentina
Iffco Financial Service
The first all Arabic movie channel makes its take on ‘Titanic’.
Advertising Agency: Leo Burnett Cairo
Washin Bifocal Glasses
The brief was to create a newspaper ad to advertise the desirable (yet affordable) Volkswagen Polo. Our research showed that when you see a Polo, you want one, so we targeted people in the market for a new car and placed our ad in the Motoring section.
The creative solution
Working off the “love at first sight” strategy, we ran a double-sided ad. The front set up the desire, while the back allowed a unique response. Using the ad helped readers to sell their current car, while at the same time helping us advertise the Polo. In effect, this symbiosis turned a print ad into an ambient one. Our expectation was that if just a small fraction of readers (even 1%) used the ad, it would extend the message of Polo’s desirability to a far wider audience than just that of the paper.
It was a simple, cheeky idea, asking people to get rid of their car upon seeing ours, and getting them to use their own vehicle to help punt the Polo – ideal for a brand that has always relied on simple, cheeky communication.
The interaction between consumers and the ad turned car windows into a new media space. Our target market’s own cars (most of them competitor models like Toyotas and Fords) became mini billboards for the Polo’s sheer desirability. Furthermore, anecdotal evidence suggested that approximately 3% of readers used the ad – meaning that our simple, low-cost idea generated thousands of dollars in earned outdoor media.
Advertising Agency: Ogilvy Cape Town, South Africa
Executive Creative Director: Chris Gotz
Creative Director: Chris Gotz
Art Director: Prabashan G. Pather
Copywriter: Sanjiv Mistry
1 – Roeschke & Roeschke Porn Blocker – CHRISTMAS
2 – Corporacao Fantastica (Production Company) – CHRISTMAS TREE
3 – ESPN Telespectaculo (Cable TV) – CHRISTMAS
4 – Seat Altea XL – SANTA CLAUS
5 – St. Matthew-in-the-city – JOSEPH & MARY
6 – Niko Movement Detectors – SANTA IN JAIL
7 – SCI-FI Channel – MERRY CHRISTMAS
8 – RFSU Sex Toys – SEXIER CHRISTMAS
9 – Axe Deodorant Spray – SANTA CLAUS
10 – Lawrance & Mayo (opticians retail showroom) – SANTA CLAUS
11 – Tylenol – SANTA
Headline: There are some questions that are such a headache.
Advertising Agency: Vale Euro RSCG, Maxico
12 – Integrationhaus (Charity Appeal) – CHRISTMAS AD
13 – Omino Bianco Colour – LAUNDRY BEFORE CHRISTMAS
14 – Stihl Chainsaws – CHRISTMAS TREE
15 – Stella Artois – RUDOLF
Advertising Agency: Eye Sociedad Publicitaria, Puerto Rico
16 – Heinz Baked Beans – SANTA
Advertising Agency: Unknown
17 – Cultura (book, music, movies & games) – CHRISTMAS
Advertising Agency: DDH Bordeaux, France
18 – La Cucina Italiana (magazine) – SANTA
Advertising Agency: DLV/BBDO, Milan
19 – Fondacja Azylu pod Psim Aniolem – DOGGIE
Advertising Agency: Mather Communication, Warsaw
20 – BBQ Meat Restaurant – BUON NATALE
Advertising Agency: Saatchi & Saatchi, Milan
21 – Mooter Search Engine – SANTA CLAUS
22 – Mercedes GL 500 – BE THE FIRST
23 – Stamyl (antiflautolento y digestivo) – GAS CAMPAIGN
24 – Pro BTP Builders Insurance – CHRISTM-ASS
25 – Kit Kat – HAVE A BREAK
Merry Christmas from Lowe Brussels: THE SMALLEST WISH CARD IN THE WORLD (2008)
Merry Christmas from Wieden+Kennedy, Amsterdam: VIRTUAL HOLIDAY DINNER (2010)
The brief was to make a Christmas card on behalf of WIEDEN+KENNEDY AMSTERDAM – something that we could give to clients, family, friends and even strangers. We realized what people want most around the holidays, more than any trinket or card, is to simply be together. No distance should keep loved ones apart. And so we decided to create a virtual holiday dinner, using the Internet to create a new type of Christmas greeting and blowing the traditional Christmas card out of the water.
This Christmas message was especially relevant in our office, which is 75% expatriate – there are 130 people from 20 different countries. Nothing could have been more meaningful to our people than enabling them to connect with people far away.
The rustling faux fireplace, festive holiday table and well-dressed mannequins set the scene.
Mannequins were fitted with screens as faces and connected to Skype so people could simply call in and with the help of their webcam, appear on the face of one of the dolls at the table. The cameras on their foreheads let the people at home have a real-time view of the space and everyone at the table. To make this dinner as realistic as virtually possible, we partnered with a robotics specialist to build a unique facial tracking software. Users could move their mannequin’s head by simply moving their face from side to side. Thus, diners could turn and focus on each person.
We packaged the invitation and booking system onto a website and spread the news via Facebook, Twitter and email.
At the end of the three days there were 16,000+ twitter mentions and 3,800 Facebook likes. Most importantly, 156 people, from 6 continents had gathered together for a holiday dinner. There were romantic dates, cross-continental family reunions and even first time meetings.
Voted 2010′s Best Agency Holiday Cards by Adweek.
Adverblo called it, “A lovely Christmas gift from W+K Amsterdam.”
Fast Company said, “The dinner was an undeniable success.”
“WIEDEN+KENNEDY AMSTERDAM make it possible to sit down with faraway family and friends for a virtual holiday dinner.”
“Now, I really have to dinner with my family!”
Merry Christmas from Tequila/TBWA Auckland: SNOWMAN (2006)
The brief: create the annual Christmas card for New Zealand agencies Whybin\TBWA & TEQUILA\ to send to clients, suppliers and business partners.
Disrupt Christmas conventions (ie: send a card). Stand out from the ho ho ho hum. We sent out a plastic bag containing water, a pipe, a carrot and two round black stones. The attached message was simply: “Warmest Christmas wishes from Whybin\TBWA & TEQUILA\”.
The Christmas mailer exceeded all expectations and snowballed into a huge promotional piece for the agency. Recipients loved it (whether they got it instantly or had someone busting to explain it to them). More than that, they started talking about it and testing it on their friends. Before long, it was being picked up and discussed on radio stations and profiled in the national newspapers. Generating thousands of dollars worth of free publicity for the agency – and an unexpected ROI of over 1100% on agency costs.
Merry Christmas from Mother London: GIVING IS GLORIOUS (2010)
Brief and target audience: To show existing and new clients, as well as creatives in the industry, that Mother London is one of the the leading creative agencies. Strategy: Millions of electronic Christmas greeting cards are sent around nowadays. It’s considered by many as something that clutters your inbox rather than something to appreciate. We turned this on its head by creating one email that appears to be just another piece of junk mail but was in fact one of the most important emails that you received all year.
We gave a corporate Christmas gift/card in a unexpected way, the first honest spam, which strengthened the brand as a inventive creative leader. A gift that was entertaining for both existing and new clients as well as creatives in the industry.
We decided to spend our whole budget on a christmas gift to one person.
A spam e-mail offering $10 000 for the first one to reply, was sent out to hundreds of clients and partners. Only one guy replied and we gave him a visit. We filmed the experiment and sent another email to all the people who got the spam. We explained ‘On the 10th of December we offered you $10 000, but you didn’t reply’. Attached was the link to the film. Both our clients,as well as everybody else, could enjoy the film as it spread online.
A quater of a million views on YouTube in a couple of days. 5th most viewed clip in the UK on YouTube (that month). It also reached a number three on the subjects ‘most Twittered about’ during the first days.
Merry Christmas from Brey Leino Bristol: CHRISTMAS CARD (2006)
“This year, instead of Christmas cards we’re donating money to the NoMore Landmines Trust. Best wishes from all of us at Bray Leino Bristol.”
Merry Christmas from Shackleton, Madrid: XMAS REVISITED (2007)
We used the excuse of the Christmas Seasons Greeting for an action to demonstrate in the most practical way the creative capacity of the agency.
• Seasons Greetings: Send our clients and prospects our Christmas and New Year wishes
• Display the creative capacity of the agency
• Anchor the image of “creative and integrated agency” in our clients and prospects.
The solution: an exercise full of humor and irony, playing on what is generally the daily relation between “client-agency” in relation to the IDEAS.
We wrote a book following the structure of a “meeting report” where we address, consecutively the surrealistic propositions and comments from both the client and the agency on different aspects of Christmas, such as:
The characters (Father Chrismas/St.Klaus, etc…
The customs (grapes, roscón: kings’ cake, etc…
The location (urban rules in Bethlehem, etc…)
The ambient (climate changes, etc…)
The company’s Christmas present.
• 531 emails of Thank you and cards (67% SPONTANEOUS answer)
• We got 26 agency presentations when the expected standard would have been less than half.
Merry Christmas from Young & Rubicam Brands, Milan: GREEN CHRISTMAS (2011)
Christmas greetings card that challenges the receiver to save energy. Recipients were delighted by receiving a typical greeting card that to address a very important theme uses irony.
Brief: send an original and emotional Christmas card to all Grey Global Group clients that communicates the spirit of the holidays.
We decided not to send a regular Christmas card, but a 3D mailing. A box containing a teddy bear with instructions of what to do with it. It must be given to a street child, and the smile that it generated was Grey’s present to our clients.
Most of our clients returned the coupon which translated into a donation to an orphanage. We received lots of emails and letters congratulating Grey for such an original and emotional Christmas mailing. All of them gave the teddy bear away.
Merry Christmas from Happiness Brussels: GIFT A STRANGER (2011)
The typical yearly agency brief: create an agency Christmas Card.
As Christmas is a traditional period of gift giving, we at Happiness Brussels wanted to push that giving spirit of Christmas just a little further…
We created Gift a Stranger: a website that allowed people to send a gift to a random person somewhere in the world, and spread a little bit of happiness
The site automatically found a random address somewhere in the world. People could then print out this address, and send their gift to this unknown person. Their gift appeared on the map, with all other gifts from people all over the world.
Results and Effectiveness:
- More than 700 gifts sent during Christmas
- 75.000 unique clicks on the website
- Gift a Stranger was featured on leading blogs
- More than 6.000 impressions on Twitter, Facebook & Tumblr
Merry Christmas from H57, Milan: RE-PACK PROJECT (2011)
H-57 loves and respects the environment. For this reason, during Christmas, we decided to launch an initiative that would promote our agency and be useful at the same time. We have therefore implemented a very simple idea, but in our opinion very effective to make people understand the importance of reusing old boxes/ envelopes/packagings even after the Christmas holidays, to produce an awareness on environment issues (even with a small action), to protect and save a lot of trees!
The challenge was to promote our agency doing a good deed. We started thinking to a very simple creative idea with low production costs. Moreover, it would have been perfect if we could find something that would help to “educate”our clients to respect the environment/nature.
The idea came one day while we were at work in the agency. There were some boxes and we tried to close one of them inside out then we had the idea to reuse all the boxes that we had here in office. We personalized the boxes with a red sticker to make the idea understandable, elegant and cool without being cheap. Our concept has been published on many blogs and our customers liked and appreciated our funny promotional operation too.
Merry Christmas from Grabarz & Partner Hamburg: RECYCLED CHRISTMAS CARD (201o)
The task was to design a Christmas greetings card for clients and business partners of the advertising agency Grabarz&Partner with the advice that money would be donated to a charity in their name. The aim was to generate affinity for Grabarz&Partner.
Presentation boards of Grabarz&Partner campaigns that had been rejected internally were cut up into postcard-size pieces and dispatched with Christmas greetings. Grabarz&Partner received many positive reactions from clients and business partner.
Merry Christmas from Vitruvio Leo Burnett, Madrid: THE GIFT IS US (2009)
The main goal was to say Merry Christmas to other agencies in a special way. We wanted to give an honest gift, inspired by generosity and love, that reoresented the values of Christmas. We wanted to present them with a gift that would be hard to forget, something that would leave the best impression of our agency on the advertising industry.
Each creative went with a special kit, which included: one numbered laptop bag, two t-shirts (one for each day), 1 pendrive with the goodbye email and some goodbye sweets. They worked with new accounts and new bosses. The decision about which creative had to go to each agency was made studying the profile of each creative, in order to really help the agency with their capabilities, all of our creatives went to their designed agency with the intention of helping out and doing the best possible job. It was the only way to approach the main goal of the campaign.
The experience was greater than we could imagine:
- A pitch won.
- A print campaign published.
- 3 webfilms created.
- More than 90% of our ideas were presented to clients.
- And the most important thing, according to our objectives: more than 500 new friends were acquired.
The best thing we could do to leave a good impresion on the agencies was to do something valuable for them, something they would remember us by. We offered them our time and our work to help them to go forward with their own projects. Is there a better gift for an agency than that?
Merry Christmas from Ruf Lanz, Zurich: RUF LANZ CHRISTMAS MAILING (2009)
Over the Christmas season, customers receive many greeting cards and mailings. Most are placed straight in the wastebasket. The challenge was to create a distinctive mailing that would get the agency noticed both in its idea and execution – and one that customers would not forget for a long time.
Each year at Christmas, the Ruf Lanz advertising agency sends their customers a surprise. With 2008 having been such an economically difficult year, this Christmas they wanted to make it a special surprise.
During the Christmas period, many people like to light candles. That’s why the heads of the four members of the creative board were reproduced as candles. A mould of each of the four heads was elaborately hand-carved in wood. They were used to pour 150 sets of candles – and then hand-painted by the French artist Martine Siragusa. The candles were sent in a wooden presentation box.
The customers responded enthusiastically to the quality mailing. Many put the candles in their offices– and lit them. Some even took them home and decorated their Christmas tree with them. The mailing was also sent to potential customers: one subsequently brought his advertising budget to Ruf Lanz.
Merry Christmas from Nitro, London: UNSUBSERVIENT SANTA (2008)
Nitro’s alternative Christmas card comprised of an interactive microsite called Unsubservientsanta.com. Users we’re invited to write their Christmas wish in the dialogue box and submit it to Santa. Santa would be woken by a flashing light and the request appearing on his printer. Using the latest in interactive technology, Santa would blatantly ignore the request and do something unseasonably unpleasant such as make a rude gesture, smash up the presents or cut down the Christmas tree with a chainsaw. The site proved incredibly popular with staff, clients, friends and the general public.
Merry Christmas from Wunderman Zurich: WAKE UP SANTA (2006)
The annual greetings for Christmas and the New Year are a part of Christmas like Santa Claus and the Christmas tree. The tradition of these greetings is to be maintained, without being traditional. The agency network Wunderman/Futurecom should therefore look for a solution, which stands out against the flood of Christmas cards, amuses and at the same time underlines the expertise of the two agencies on their creativity and integrated communication.
The Solution: Wake up Santa, an unconventional sort of Christmas communication via an entertaining and engaging mailing and web game: Wunderman and Futurecom sent the selected recipients a printed Christmas card that asks them to be a hero. They should save Christmas online. This means waking up Santa by choosing the correct combination of waking-up-methods. http://www.wake-up-santa.ch is an interactive site: each try to wake up Santa is shown live via video streaming. The videos were produced in-house, by the agencies themselves. Despite the fact that the visitors had no possibility to win anything or got any other kind of incentive on the website, the campaign obtained remarkable results.
With a send out of 2750 addresses the Website generated:
- 3 784 visits
- 2 287 visitors, 20.4% of it regular
- average of 176 visits daily
- average of 5,27 minutes spent on the website
- 2990 waking attempts or approximately 15 000 streamed waking video clips
- 220 reminder registrations (9,6% of the visitors)
Merry Christmas from Villarrosas, Barcelona: CHRISTMAS AGITATION FRONT (2007)
At Christmas, the agency sent its season’s greetings to its clients and friends by creating the Christmas Agitation Front (F.A.N. in Spanish). “
A kit was sent by post with templates of slogans for windows and a spray, calling all the group’s followers to action. The themes on the templates were the F.A.N. logo, a Christmas ball-bomb, “Happy Climate Change”, “More ham and less syrup”, “Pay rise!” and “Consume moderately. It’s your responsibility.
250 welcome packs for the Christmas Agitation Front were sent in total.
Merry Christmas from Wunderman Germany: CHRISTMAS DINNER (2006)
The Brief: develop an attention-grabbing mailing for the agency’s business partners, that:
-differentiates Wunderman from other agencies
-proves the creative excellence of Wunderman
-works as the perfect Christmas greeting.
The Solution: Christmas time is greeting time. And it’s also the time of perfect dinners.
Wunderman links both together. By sending out an eatable mailing, that – even if it’s made of paper – tastes like the classical Christmas turkey.
It was realized by Chicago’s chef Homaro Cantu, who developed a patented method to print the taste of different dishes to eatable paper.
Results. It’s fascinating, by attention and surprise. This innovative greeting supports the positioning of Wunderman as competent and creative dialogue-agency. Even if there was no response required, 36% of the addressees felt inspired to answer – some of them by inviting our Board of Executives to a Christmas Dinner.
Merry Christmas from KMS Team, Munich: BUILDINGS BRANDS CHRISTMAS GREETING (2011)
The task was to develop a Christmas greeting for clients and partners on behalf of KMS TEAM, a company for brand strategy, brand design and brand communication.
The Christmas gift had to meet the following requirements: establish a personal connection, take up the topics of “brand” and “Christmas”, and invite the recipient to become active.
As a Christmas greeting, the brand agency KMS TEAM sent its clients and partners a personalized LEGO set: a conference room with the logo of the respective recipient as an image projection. Under the title, “Building brands”, the accompanying card established the connection to KMS TEAM’s core expertise. Thus a classic gift (LEGO for Christmas) became a delightful means of communication.
Many recipients of the present personally thanked the sender and had very positive things to say about the Christmas greeting.
Merry Christmas from Advertising Depot, Brisbane Australia: ISTANT CHRISTMAS TREE MAKER (2005)
Brief: to generate new business without having to plead with prospective clients for lunch dates.
We created a Christmas gift that challenged expectations and was interesting enough that prospective clients would give us a call, instead of the other way around. In a market rife with predictable Christmas Gifts, the Instant Christmas Tree Maker aimed to turn expectations on their head and position us as an agency that achieves cut-through and can add new dimensions to our clients’ advertising.
The majority of prospective clients contacted us to say thank you, presenting us with an opportunity to set up a meeting to discuss their account. We have consolidated 3 substantial accounts as a direct result of the campaign, increasing our billings by approximately 30%.
Merry Christmas from Red C Advertising, UK: CHRISTMAS NUMBER ONES (2008)
Wish clients a Merry Christmas in a fun and interactive way that shows how the agency is now producing work both online and offline. Include some form of Christmas present in the idea to prompt response.
Over the last year the agency had taken steps to offer online services alongside traditional offline services. This included the ability to film and edit digital video, build forms and design and build websites… no mean feat for what was once known as a traditional DM agency. We decided that the big rush to become Christmas No.1 would be a fun way to show off our skills to our clients… so we created an alternative Christmas No.1s competition with staff starring in their own pop videos and singing their favourite Christmas songs. Visitors to the site could then vote for their favourite and be entered into a draw to win an IPOD Touch. We sent out 300 cards, and had over 150 entries into the competition, giving us a response rate of well over 50%. With one very lucky person then going on to win an IPOD Touch!
Merry Christmas from Lowe Roche, Toronto: HOLIDAY BUTTONS (2006)
Because in this magical time of goodwill and cheer, it’s easy to lose sight of what makes this season truly special: controversy.
Merry Christmas from Leo Burnett, Milan: THE JUST BEFORE CHRISTMAS PARTY (2005)
Merry Christmas from Creature, Seattle: CREATURE TOE HOLIDAY GIFT (2008)
Merry Christmas from Young & Rubicam, New York: THE UNGRATEFUL BASTARDS (2010)
Y&R NY launched a new website called “The Ungrateful Bastards.” If you received a gift during the holidays that you don’t want (and who didn’t?), you can visit this site and trade for someone else’s unwanted gift. “Because one man’s stupid, unwanted holiday gift is another man’s treasure.”
Merry Christmas from Saatchi & Saatchi, Slovenia: GREEN SANTA (2009)
Y&R NY launched a new website called “The Ungrateful Bastards.” If you received a gift during the holidays that you don’t want (and who didn’t?), you can visit this site and trade for someone else’s unwanted gift. “Because one man’s stupid, unwanted holiday gift is another man’s treasure.”
Merry Christmas from Recreate.lu, Luxembourg: XMAS ROAD SIGNS (2010)
Nice little guerrilla action noticed in the streets of Luxembourg. Road signs have been discretely decorated in Christmas fashion. Charming initiative in this holiday season.
Merry Christmas from 180 Amsterdam: CHRISTMAS MESSAGE (2007)
The Christmas card is a light-hearted attempt to contribute to current debates raging about multiculturism, secularism and the true meaning of Christmas. It’s also an appropriate greeting from an agency that boasts over 24 nationalities.
Recipients are invited to assemble their own nativity scene from an empty stable and an accompanying sticker-sheet that features a whole mélange of characters. Choose Santa over Joseph or a Burka-clad woman over Mary. Further options include an array of gift bearers, animals, stars and gifts (many of which are courtesy of the agency’s clients). The broad selection guarantees endless fun and limited offence.
The Christmas message was sent out to clients, colleagues, partner agencies and competitors as a funny way to spread Christmas cheer and also awareness of the agency’s ability to execute an idea in an irreverent and entertaining way.
The Christmas card created a stir and was noticed and appreciated in a season that generally is drowned in clutter..
December 1 from Lowe SSP3, Bogotà
Ministero de Defencia National – Operation Christmas (2011)
After 60 years of struggling against Las FARC, the longest running guerrilla warfare group in the world, 6000 guerrillas still remain in the jungles of Colombia. The Ministry of Defense asked us for an idea to demobilize the remaining guerrillas, but delivering demobilization messages to them is very difficult because they hide deeper in the jungle everyday. We discovered that Christmas is an emotional time of the year for guerrillas because they are away from their homes and loved ones, so we created a four-day operation that brought Christmas to the jungle. Along a strategic guerrilla route through the jungle, we chose a 25 meter tall tree to decorate with lights. When guerrillas approached the tree, movement sensors made it light up and a banner announced the following message:
“IF CHRISTMAS CAN COME TO THE JUNGLE, YOU CAN COME HOME. DEMOBILIZE. EVERYTHING IS POSSIBLE AT CHRISTMAS.”
Result: 331 guerrillas who have demobilized acknowledged that they were motivated to finally give up their weapons thanks to this idea, that was replicated with 9 more trees. The Operation got so many people involved, that it was shown all over the world through videos, websites, social networks and blogs. Main local and international media networks like CNN and BBC broadcasted it. This Operation showed a more humane and positive side of Colombia’s internal conflict.
December 2 from MarketingVivo, Madrid
Madrid City Council – The Wishing Tree (2008)
The Challenge was to find a relevant idea for an event that would involve citizens of Madrid, in the City Council Christmas campaign. A Christmas related idea but not a cliché. We create a concept for a participatory action that fulfilled the challenge: The Wishing Tree that grows with the wishes and hopes of Madrid citizens, for 2008. On that base we built a stunt in the Retiro Park, Madrid’s most famous park, located in the centre of the city. Starting December 21st, a huge Christmas tree kept growing in the Retiro Park in Madrid, thanks to the participation of the citizens who went to set down their wishes for 2008, written down on helium balloons; the tree got to a height of 32 metres. 21 actors dressed up like gardener elves, with their giant snails, welcomed the visitors, and made the process easy, emotional and fun. This was a very moving experience for all participants. The action ended in a special ceremony, the tree opened up and all the balloons were released: all the wishes flew into the Madrid sky. By creating a participatory activity, we made Madrid City Council Christmas campaign, more relevant to the citizens A part from the fact of the massive participation, this was a very moving experience, not just for the kids but for grown people, who focused their energy and hopes in the moment that their balloon wishes for 2008 were feed into the tree. Result: over 120,000 people participated and wrote their wishes. Over 40,000 people attended the final event of balloons release, great media coverage in main newspapers (El Pais, El Mundo, ABC) and on main TV News. Madrid City Council wants this event to become a tradition at Christmas in following years.
December 3 from Ogilvy Brasil
Coca-Cola – Santa’s Forgotten Letters (2011)
Coca-Cola and Christmas have always gone hand in hand. However, adults don’t care so much about Christmas anymore, and its magic is almost lost. Our challenge was to give adults a reason to believe in Christmas again.
And to do that, we decided to take them back to a time when they believed: their childhoods.
Creative execution: remember a letter you wrote to Santa as a kid? What if Santa found it now and brought to you the exact gift you had asked for many years ago? That’s exactly what we did. We searched the world and, in the little town of Santa Claus, Indiana, found the Santa Claus Museum, a place that keeps letters to Santa dating back to the 1930′s.
We went through 60.000 letters, selected 75 of them and then set out on an impossible task: to find the writers and give them the exact gifts they had asked when kids – from a Cathy Quickcurl doll to an Evel Knievel Skyrocket. We also made a video documenting the whole process, including each personalized stunt, and spread it across the world through Coca-Cola’s facebook fanpage, which has more than 25 million fans.
By creating these emotional and personalized door-to-door stunts, we gave the impacted adults a special reason to believe in Christmas again – some of them even sent us thank you emails saying they would never forget the day Santa knocked on their doors. The video was also very successful, being featured in several blogs, twitters and facebook pages. More importantly, we made adults believe in Christmas again.
December 4 from GOSS, Gothemburg
Gothemburg Homeless Aid – Return to Sender (2008)
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. 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. 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.
December 5 from Lowe Brindfors, Stockholm
COOP – Update the Christmas Table (2007)
In Sweden, people are very traditional – especially when it comes to food. We eat the same Christmas dishes as our ancestors have done for hundreds of years. Many can be traced back through the generations to the time of the Vikings. Needless to say, much of this food isn’t healthy or inspiring. With this campaign, Coop wants to challenge traditional notions and introduce the target group to new ideas, including healthier Christmas food. The main goal of the campaign is to “Update the Christmas table”, which the visitor literally gets to experience.
December 6 from Leo Burnett Lisbon
Bola Amiga (Abandoned Children Awareness) – Christmas Gift (2006)
The brief: motivate wealthier people to donate for helping abandoned children.
The solution: we decided to create a mailing peice for company directors and managers. It consisted of a Christmas gift. Only when opened, instead of a gift, they found a cardboard box with a printed image of a homeless child sleeping in it. Near the child, a card read: “For some, Christmas is never merry.” The results: donations grew 35%. Nearly 60% of the people expressed their thanks. Many felt touched by it, and wrote things like: ” The best Christmas present anyone could receive”; ” I was totally surprised”; ” My wife even cried when she saw it.”
December 7 from Akestam Holst, Stockholm
The Swedish Post – Living Christmas Cards (2011)
Swedish Post’s (Posten) business relies on people sending tangible things (cards, packages etc.), thus in a way the rapid digital development poses a heavy threat. Year after year, we see a decline in number of Christmas cards sent, and an increase in digital messages spread around this holiday. Consequently, the objective was to inspire Swedes, primarily young people who don’t usually send tangible greetings, to send real Christmas cards and decelerate the negative trend. Main insight: people love getting cards but think it’s too much of a hassle writing and sending them – thus, sending cards needs to be more fun.
New technology merged with old-fashioned thoughtfulness resulted in “Living Christmas Cards”; the world’s first Christmas cards photographed live from the web. Our expectation was that this would re-energize Christmas cards and make them more relevant to young Swedes. A reindeer’s pen was built on the top of a mountain and web-cameras were mounted in and around it so people could take their own unique pictures from the pen through a website. “Living Christmas Cards” was connected to a web-tool called “Real Postcard” where you upload pictures and write messages, which Posten then deliver as postcards.
Since many (especially young folks) think that Christmas cards are something for the elders and that is not something they go about doing, the key in this execution was to re-define what a Christmas card can be, and not the least how to create and send one. Hence, the execution made people interact with Christmas cards in a whole new way and realize that this product is not obsolete – it’s in fact the opposite. This was also important from a brand standpoint, since Posten is often seen as old-fashioned… not so much any more.
In order to make people aware of our projects we placed advertising banners on relevant external websites, as well as on Posten’s own site, that would lead the target audience to the respective landing site. Furthermore, the message was spread through social media, which played a key role in driving traffic. Results: the negative trend for real cards decelerated heavily. 2010 became the best year ever for the “Real Postcards” web-tool (from where the Living Christmas cards were sent) – an 18% increase in sent cards compared to 2009. 55.5% of all cards sent through ”Real Postcards” were sent around Christmas, indicating that this promotional campaign was highly effective. Furthermore, the campaign generated massive impact in non-bought media. In total, PR contacts were estimated to 6.6 million (Sweden’s population: 9 million) and PR was highly positive.
December 8 from McCann Erickson Belgium
Hospital Cavel – XMas Card Premature (2011)
Every year, the premature baby unit at Edith Cavell hospital sends cards to the other departments as well as to some ex-patients.This year, they sent this card in mid-October. When you open it, you see the message “It’s a little premature, but Happy Christmas”. The surprise to receive a Christmas card 2 months in advance was really appreciated.
December 9 from Shackleton, Madrid
Spanair – Unexpected Luggage (2011)
Spanair flight JK5208 from Barcelona arrived at Las Palmas on the evening of Dec. 24, at a time when most European families are traditionally enjoying their main Christmas celebration. As the 190 passengers waited impatiently for their suitcases, they saw the luggage belt lurch into action — but instead of seeing their own bags, they saw an array of bright, gift-wrapped presents of all shapes and sizes parading past them. Covered in gold, silver, red, purple and green candy-stripes and decorated with flamboyant ribbons, the unexpected packages chugged past the astonished passengers. People gradually began to notice their own names on the parcels’ gift tags, but nervously watched them go past a couple of times before daring to pick them up. After awhile, they began to pick the presents up and shake them suspiciously for clues as to their contents. Eventually they tore open the wrapping to reveal gifts for every kind of passenger. For the kids there were teddy bears, giant candy bars, toy horses, cars, trumpets, puppets and costumes; and for the adults, beauty products, Lomography cameras and hats.
The passengers directed a spontaneous round of applause at the luggage belt, and each had a heart-warming tale about Spanair — which markets itself as “La de Todos” or “Everyone’s Airline” — to tell their loved ones at Christmas.
The whole stunt was planned by Spanish ad agency Shackleton, based in Barcelona. The agency’s VP, Enric Nel-lo, said in a statement, “We understand the emotional stress of traveling on such a special evening, particularly on one of the last flights, when everyone else is reunited with their families celebrating Christmas Eve. These passengers deserve a gift like the rest, with all the excitement and the surprise factor, too. It was a very special gesture for all those who have no other choice but to fly on the night of December 24th.”
Nuria Tarr, commercial director of Spanair, said in the statement, “This action strengthens the company’s image in the areas of innovation and closeness to our passengers. We’ve created a very warm and human brand experience and it’s a true reflection of the positioning we have been building since last year.”
In less than 48 hours, a YouTube video of the event received more than 100,000 views, and more than 7,000 users shared it on Facebook and Twitter.
December 10 from Ubachswibrun/JWT, Amsterdam
MINI – MINI Christmas Box (2010)
2009 was the year of MINI’s “99 euro” campaign. MINI was looking for a closing offensive within this campaign for the month of December. The goal was to convey the MINI brand experience in combination with the low price. We used the familiar day-after-Christmas street scene: rubbish bags, Christmas trees, and the cardboard boxes our presents came in. A recognisable scene that MINI also makes intriguing. Because all over the city, we see a MINI Box on people’s doorsteps with a big “99 euro” price-tag. This is how we showed that MINI falls under the category of “affordable presents”.
December 11 from Saatchi & Saatchi Romania
Toyota – Christmas Bubble (2008)
Toyota client asked the agency for a direct mailing that would convey the company environmental commitment, also when wishing their clients Merry Christmas. We decided then to produce some delicate and precious objects such as hand painted Christmas balls, and to put them in an anonymous box with the word Fragile on it.
The boxes were then delivered one by one personally to a selected list of VIP clients, journalists and Romanian opinion leaders.
When they opened the box, they found a “Christmas globe” and with it a strong but sweet message: “The world is in your hands. Treat it well. Merry Christmas from Toyota.
December 12 from Contract Advertising, India
Cadbury India – Christmas Celebrations for the blind (2009)
The challenge was to create a package which would touch lives directly. A package that would reflect the simplicity and more importantly, the sincerity of the idea. The key objective was to take the brand and its gifting properties beyond regular consumers, to cement Cadbury’s reputation as a good corporate citizen during Christmas. Cadbury Celebrations is an assortment of fine gift chocolates. During the festive season, alongside the usual boxes of chocolates, the client wanted us to initiate a Corporate Social Responsibility activity which would in his words, ‘directly and tangibly make a difference’ to someone.
Keeping the objective of ‘corporate social responsibility’ in mind, we thought of including blind children in this festive season. Could our pack make an emotional bridge between the season of giving and the brand?
Taking off from who the gift was intend for, the idea to do a Braille pack for Cadbury Celebrations came spontaneously. How wonderful would it be for a visually-challenged boy or girl to wake up on Christmas Day and receive a Christmas gift like none other? We set about designing various options, using papers of different GSMs till we had a cost-effective, yet appealing solution which offered a unique texture.
This special package was not up for sale. However, it earned us rich dividends in terms of the joy that was spread in abundance. To see the children break out into smiles as they read the cover of the box, and then bite into the chocolates, was so heartwarming, that the Victoria Memorial School for the Blind invited Cadbury for every festival of the year. The goodwill earned, has cemented Cadbury’s reputation as a good corporate citizen, who performed its Christmas act of giving, in a quiet and unobtrusive manner. No PR articles were issued around this for example, preserving the integrity of the project.
December 13 from Starcom/JWT Italia
Coca-Cola- Illumina la città di Milano (2009)
The 2008 campaign has a new claim “Light up Christmas with a Coca-Cola emotion”. The challenge was to revitalize and further amplify “light up” communication code with innovative activations.
The insight that sparked the idea was drawn from the fact that media at the time was focusing on urban security concerns following an apparent wave of street crime. Dark winter streets were the symbol of this feeling – and large city administrations were putting a lot of effort into bringing light to their citizens. Coca-Cola could leverage this initiative and add joy and positivity to the initiative, by lighting up an urban vehicle (a tram) in the fashion of the traditional Coke Truck – which would navigate the streets at a peak moment in pedestrian traffic.
In order to illuminate Milan, Coca-Cola has chosen an urban transport icon, the tram – also, supporting the public transport service as a mean of higher security in a traffic-intense part of the year.
Historic trams were converted into branded cable-cars of white light, spreading brilliance through the streets and serve as an iconic image for both the advertiser and the city.
The cars toured the central area of Milan, spreading its positive message with the further support of actual Santa Clauses on board, distributing branded Christmas gifts at every stop. The Coca-Cola logo was highlighted at the head of the car, associated with holiday wishes from the Municipality. Adding a signal of social responsibility, the project was also engineered using low energy technology.
The project was announced in a press conference that also featured prominent Italian political figures including a Minister and the Mayor of Milan.
Even amongst the already sparkling Christmas decorations of the city, the tram had an extremely positive impact on passers-by and passengers. Immediate reactions captured on the spot clearly show the deep success that this initiative had in enhancing the overall Christmas atmosphere.
Also, due to its public component – as it involved local authorities and the support of their efforts in improving the life and aspect of the city – the action enjoyed a wide resonance and PR support, ranging from publicly expressed commendations from political personalities and the mayor, to press coverage, to word-of-mouth through the population of Milan.
December 14 from UM Sydney
Lego – Santa’s Little Helper (2010)
To adults, gift-buying for children at Christmas time is a daunting experience. Especially when making the right choice validates them as a good parent, grandparent, auntie or uncle. Add to this the sheer volume of toy advertising pre-Christmas and you quickly turn a daunting experience into a nightmare. Too much choice, a whole lot of pressure, and very little time. Efforts were focused on taking the stress out of choosing a gift, and in doing so positioning LEGO as the No.1 choice this Christmas. LEGO = Santa’s Little Helper, a multifaceted campaign that spoke to kids and adults.
At the campaign’s epicentre was a purpose-built local website taking the anguish out of buying toys. Simplifying things, it showed parents the LEGO range by their child’s age group. It also helped them find their nearest retailer, and print a product page to take in-store. Never before had such a LEGO service existed in Australia. To get gift buyers there, we bought a unique search term: “Santa’s Little Helper”. We placed the term front and centre in all advertising: Santa’s Little Helper appeared in cluttered retail, outdoor, print and sampling environments in the Christmas lead-up. A refreshingly simple message, in chaotic places, at a chaotic time. Santa’s Little Helper didn’t stop there. Via product TVC’s, kids were invited online to a fun-filled destination to create LEGO e-cards showcasing their favourite LEGO toys, which they could then send to Mum and Dad, unwittingly aiding the Santa’s Helpers list.
Results: over 682,000 searches for LEGO or ‘Santa’s Little Helper’. Santa’s Little Helper generated a click-rate of 3.5%… double the toy-industry average. And better still, our overall search click-rate was 6 times the toy-industry average. Gift buyers viewed an average 14.8 pages per visit – an extremely sticky result. Santa’s Little Helper drove more product page views than any other LEGO-related term (brand terms are normally the strongest drivers). 5,263 store searches. 1,170 kids sending e-cards to their parents. 15,000 bricks in-hands through sampling. Sales were up 39% year on year.
December 15 from JWT New York
Macy’s – Believe Mailboxes (2009)
The 2008 holiday season threatened to be the most difficult since the Great Depression. Macy’s needed an idea that would drive traffic and rekindle the holiday spirit from new and existing customers, in a time when it was in very short supply.
Despite the economic forecast, there was hope. The election brought a sense of change to America, and people were desperate for good news. This led us to the insight that to believe in something as ineffable as Santa Claus is to believe in the true spirit of Christmas. For Macy’s 2008 holiday campaign, we asked America to “Believe.” Macy’s has had a long history of epic Christmas celebrations. The brand boasts a world-famous holiday parade, iconic Christmas windows, and a well-known relationship with “the real Santa.” Even a classic American holiday film “Miracle on 34th Street” is about the fact that Santa Claus works at Macy’s. No other American department store had the permission to ask America to Believe. And few brands could pull it off at the scale at which Macy’s is used to operating.
At the core of the Believe campaign was an activation idea where we asked people to prove they believed by writing a letter to Santa Claus and mailing it at Macy’s. For every letter collected, Macy’s donated one dollar to the Make-A-Wish Foundation – a charity devoted to fulfilling the wishes of children with life-threatening illnesses. To collect the letters, we installed Believe mailboxes in every one of Macy’s more than 800 stores nationwide. Our goal was stated from the beginning – we wanted to collect more than a million letters and donate $1 million dollars to the Make-A-Wish Foundation.
The Believe Stations that housed the mailboxes helped Macy’s become a fun family destination for the Holidays, and not just another place to shop.
The idea inspired the nation. The Herald News from Joliet, Illinois tells of a four-year old leukemia victim named Mia, who collected over 800 letters from her classmates because she wanted to help the Make-A-Wish Foundation.
We exceeded our goal and collected 1,079,206 letters to Santa. On December 23, we presented the Make-A-Wish Foundation with a check for $1,000,000.
December 16 from Crispin Porter+Bogunsky Europe, Gothemburg
Swedish Postal Service – Magical X-mas Cards (2010)
What can the Swedish Post do about young people only sharing their lives on Facebook these days? How can we prove the strength of a traditional post card? Our solution: let people create and send Christmas cards, using modern technique! Let all the hours you’ve spent sharing your life on Facebook come to use, now as a real Christmas card – containing personal design made of the texts from you and your selected recipient. Write a greeting on the flip-side, and the card is delivered to your friend’s doorstep, tempting her to send her own greeting.
By collecting status updates and comments from Facebook then making them come alive in the physical world, we created something original and unique. The target group was impressed by the personality and character of a physical Christmas greeting. Something they, in many cases, had never experienced before. This suited the brand like a glove. The Postal service wants people to feel that a physical letter is the most personal way of communicating. And you couldn’t find a more personal Christmas card than this. Each one reflecting the sender and reciever’s communication during the past year.
The strength of this campaign was two-fold, it spread itself through the actual physical cards delivered and also through social networking. The way this campaign combined the physical world with the digital was paramount in its success. To begin with, 100 cards were sent to chosen individuals in the target group. As a result, during the campaign’s short span (18 days) more than 5000 cards were made and delivered by the Postal service.
The campaign created a massive positive reaction in blogs and social media where the Postal service was portrayed as well in sync with the present. During the 18 days this campaign ran, over 5000 cards were sent as a result of 65000 unique visits. The average time spent on the site was 3:40 and the sales cost per response was 25 SEK.
December 17 from Scholz & Friends, Berlin
Bosch – The Push-Puppet Chainsaw (2006)
Brief: create a retailer-mailing that draws attention towards the Bosch Professional Chainsaw which combines great power with outstandingly easy handling. We used a well-known toy to dramatise how powerful and easy it is to handle this professional chainsaw. Well timed for Christmas, we produced the “Bosch Push-Puppets” and sent them to the retailers. If they pressed the button at the bottom, the trees were cut down and a “conqueringly“ lumberjack stayed standing, holding a Bosch Chainsaw in his hands. A sticker at the bottom reads: “High performance. Easy to use.” The push-puppet was sent to retailers in Germany in combination with a request-fax for a personal presentation from the Bosch sales staff. The mailing generated an unusually high response of 11.5%.
December 18 from Famous Brussels
Belgian Lawyers Association - Santamatic (2011)
The Flemish Lawyers Association wanted to improve awareness about online agreements. Consumers don’t realise that those are real agreements as well. With real obligations. Just like any other contract you’d sign. How could we make consumers aware of that carelessness?
Consumers are not aware of the fact that online agreements are also legal agreements. With real obligations. Just like any other contract.
The Santamatic confronts us straight with our careless behavior.
After seeing the movie, you could send it to a friend including a ridiculous obligation added by yourself. And wonder if your friends would read the terms and conditions.
A week before Christmas, an online application was launched in which you could morph yourself into an 80 year old Santa. You had to upload your picture, fill in your name and agree with the ‘terms and conditions’ But instead of seeing yourself as an old Santa, something else happened.
A man confronted you with what you just signed. The picture you uploaded could be used to promote ivory.
At the end he reveals that he’s a lawyer. The few people that actually opened the terms and conditions before they started morphing, got a congratulations message from the ‘Flemish Lawyers Association’
Results: of the 24.000 visitors of the first 5 days after launch, only 6.566 opened the terms and conditions. That means that only 1 out of 4 people actually read what they’re signing up to.
December 19 from JWT Spain
Amnesty International – Christmas Gift (2011)
Amnesty International needed funds so as to be able to continue campaigning against human rights abuse.
Our challenge: to do a Member-get-Member promotional activity encouraging current members to give an Amnesty International subscription to their loved ones for Christmas. We chose the typical gift you’re committed to at Christmas time (a pair of socks) and turned it into a gift with commitment. In conjunction with a fair trade workshop, we created some socks with designs related to injustice.
As detailed on the list of type of media referred below (and in the presentation board), there was a print campaign in the Spanish Amnesty International magazine and an email sent out to all the people listed in their database (including members and supporters), along with banners that addressed people to the micro-site of this campaign.
These socks became the welcome pack which new members would receive with their gift subscription to Amnesty. And they were the first step to Amnesty International’s Catalogue of Gifts with Commitment.
We multiplied the number of members recruited in previous Amnesty International ‘member-get-member’ campaigns by 26. And we ran out of socks.
December 20 from Wirz/BBDO
Salvation Army – Donated Song (2011)
During their traditional street collections, the Salvation Army sings the same well-known Christmas carols every year. This means the organisation is reaching fewer and fewer people and particularly lacks appeal to younger donators.
To reach a young target audience, our strategy was to make the Salvation Army appear surprisingly younger without losing its well-known singing tradition – after all, there are plenty of other musicians who have a lot of success with their songs.
Our idea was to ask Swiss music stars whether they would be willing to donate one of their hit songs to the Salvation Army. Some of the most famous bands in Switzerland took part, allowing the Salvation Army to sing their songs for free, several of which had been number one hits in the Swiss singles charts. This eventually enabled the Salvation Army to sing songs on the street from big-name stars who have an enormous fan base among young people in Switzerland. The Salvation Army was out rocking and rapping on the streets, attracting attention and giving it a younger image.
Everyone has seen the Salvation Army singing on the street. Everyone knows the hits that were donated. But the fact that the Salvation Army – which had always had a serious but slightly boring reputation – was out on the streets just like before but this time singing hit songs, confused people – but in a positive way. And that was despite the fact that the Salvation Army was out there doing what it does every year – namely singing.
The reporting carried out by TV and radio stations, newspapers and websites achieved 65% penetration countrywide. Achieving similar results using conventional advertising would have required a media budget of Swiss franc 550,000, i.e. seven times more than our entire communications budget.
The song donations were effective not only in the mass media but also out on the street. Young people reacted positively and the Salvation Army became a topic of conversation. It also helped to halt the slide and turn things around in terms of donations, which amounted to around Swiss franc 1.5 million, despite competition from other charities.
December 21 from TBWA/Hunt/Lascaris, Johannesburg
Drive Alive (safety message) – Xmas Tree (2007)
Ambient piece of media (a real christmas tree) placed in Johannesburg Town Centre and shopping center.
December 22 from TOY, San Francisco
Ministero de Defencia National – Elf Yourself (2007)
Our job was to get people to associate OfficeMax with the holidays. Treating the office cubicle as our medium, we created twenty holiday-themed websites linked together under one rollover tab. ElfYourself.com became the hit of the season. At peak, it received 200 hits per second and became the 275th most visited site on the Internet according to Alexa. Featured on Good Morning America, CNN, #2 on Entertainment Weekly’s Must List, VH1′s Best Week Ever, USA Today’s Pop Candy blog and others, the site had over 40 million visitors and over 10 million elves were created in a five-week period.
December 23 from Ogilvy Beijing, China
Greenpeace China – Coal Globe (2009)
As China is now the world’s second largest contributor to global warming, the nation plays a vital role in any global environmental decision-making conference. And as coal burning accounts for a vast majority of China’s CO2 emissions, the objective was to show delegates that Greenpeace, along with others, provides a strong voice of opposition to China continuing their business as usual ways of energy production. The main physical challenge was that since there was very little known about the venue in advance, the design would have to have impact by simply sitting on a tabletop.
Greenpeace China needed a strong message to take to the UN Poznan Climate Change Conference, as it would determine how ambitious the environmental goals of the critical Copenhagen Protocol could be.
The Conference was taking place during the middle of the Christmas season. Therefore, a typically cheery snow globe scene was turned into a poignant environmental coal-burning message by replacing snow flakes with coal dust.
“It gave us the kind of jaw-dropping impact needed to convince global delegates that China is feeling the necessary pressure in the lead up to Copenhagen,” said Greenpeace’s Communications Director, Sze Pang Cheung. And subsequently, the Copenhagen goals being discussed for carbon emission reduction have been far more ambitious than previously thought possible.
December 24 from Swiss Publicis, Zurich
Blue Cross (alcoholism awareness) – Drunken Santa (2007)
People with alcohol problems have even greater difficulties at Christmastime. Wine and mixed drinks are available everywhere; one celebration follows the next. Some alcoholics are ashamed of their addiction and drink along so as not to call attention to themselves. Others don’t want to admit that they have a problem. Blue Cross is an organisation that helps people with drinking problems. This was to be conveyed at Christmastime with a PR-attracting promotion.
Because it’s difficult during the hectic Christmas season to generate attention for such themes, we had to conceive of something special. We sent an actor dressed up as Santa Claus into downtown Zurich. He acted drunk, staggering through the streets in his costume and trying to distribute flyers in this condition. He carried a sack with the message: “Alcoholism can affect anyone. For help call: 044/262 27 27. Blue Cross.” The entire action was filmed by a cameramen and captured by a photographer, and passed on to the TV stations and newspapers to create even more publicity.
Alcohol addition is a taboo theme. Those affected usually cannot help themselves in regard to their addiction and friends and relatives often ignore the problem. Through this seasonally relevant action we brought alcoholism and the fact that it can affect anyone into media discussion.
The goal was to bring the theme of alcoholism to a broad public. The action was a complete success; thanks to the large number of spectators, hundreds of flyers were distributed. Multiple press reports from large newspapers and magazines such as the Tages-Anzeiger, 20 Minutes, Swiss Illustrated, etc., multiplied the value of the investment. Due to the PR as multiplying factor, more than a million readers (= 0.01 CHF per contact) were reached. The client received many letters and e-mails referring to the action.
December 25 from TBWA Germany
Sony Playstation 3 – LittleBigXmas (2009)
Christmas time is the time for Christmas cards. However, Sony Playstation didn’t just want to wish its customers and business partners a Merry Christmas, but really wanted to give them a merry time.
Based on the game “LittleBigPlanet”, a special Christmas greeting level was developed, produced and released online. All business partners were informed about this exclusive Christmas level through a mailing, and were challenged to play the game.
Therefore, a special Christmas Greeting Level was developed and built based on the Playstation gaming highlight LittleBigPlanet, and then placed online. Partners and friends of Playstation were informed about their exclusive Christmas Level by means of a mailing, and were invited to play it themselves.
Of the 3,000 persons who received the playable Christmas greeting, 910 finished it completely and awarded it with 4 of 5 stars. Amongst all the other 100,000 levels, this is a real top-rating.
Generallly billboards are viewed as visual pollution. So we created a billboard that actually gives back to the community. By attaching solar panels, the billboard is able to supply energy to the school that feed 1100 kids, in one of South Africa’s poorest townships. This socially-aware approach to outdoor not only changes the public perception of billboards, but also builds the brand personality of our client, Nedbank, who through social upliftment projects are seen as the bank that cares about more than just money. Their payoff line, “Make Things Happen” is elevated from mere words into a tangible demonstration.
This billboard was the first of many that are being rolled out across South Africa in an attempt to create advertising that makes a real difference.
Apart from the value to the community and the 1100 kids that are being fed daily with the help of the power supplied by the billboard, the piece received extensive coverage in the mainstream media (beyond the “media and marketing” pages) with numerous write-ups in national publications, coverage on national radio and television news. It was also picked up by Contagious Magazine as a leading example of branded utility. All this “talk value” has played an invaluable role in the establishment of Nedbank as the bank that cares about more than just money.
According to AdAge, What ultimately swayed the jury in the favor of the NedBank “Power to the People” work was that the solar power being collected by the billboard was helping to power several community buildings, including a schoolhouse. That the work made a difference in the community made all the difference to the jury. At a time when it is so common to have short-term promotions, that the “work that continues to work and continues providing” was key”, said jury chair Jean-Remy Von Matt, founder-chairman, Jung Von Matt, Hamburg.
Advertising Agency: Net#Work BBDO, South Africa
Creative Directors: Julian Watt
Art Director: Jonathan Santana
Copywriter: Brad Reilly
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.
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