Coke Zero – Make It Possible Project
Posted: June 1, 2012 Filed under: Best Use of Television, Beverages, Case History, Coca-Cola, Digital, Event, France, TV/Film, Viral | Tags: a step from Zero, Coca-Cola, Coke Zero, dance, Digital, Joey “Knucklehead” Turman, Jon M. Chu, Jonathan Mildenhall, Keemo, Make it possible project, Nima Nourizadeh, Ogilvy, Toe Tappy, TV/Film, Viral Leave a comment » “I view every single member of our community as a marketing director for the Coke Zero brand,” Jonathan Mildenhall, VP of Global Advertising Strategy and Creative Excellence at Coca-Cola
Coke Zero is out to create an international dance craze–and remake its marketing process– via the Make It Possible Project, a campaign that came together organically over the course of several months with input from Coke fans around the world.
Eschewing the traditional advertising model, the brand instead used its Makeitpossibleproject.com storytelling platform to experiment with content creation relying on public participation: “Consumers can see through these marketing platforms, so why not genuinely bring them into the process so they’re part of the marketing community?” says Jonathan Mildenhall, VP of Global Advertising Strategy and Creative Excellence at Coca-Cola, stressing, “I view every single [member] of our community as a marketing director for the Coke Zero brand.”
This worldwide network of marketing directors got to work late last summer on a campaign orchestrated by Coke agency Ogilvy Paris. The project kicked off when director Jon M. Chu, creator of The Legion of Extraordinary Dancers web series, went online at Coke Zero’s behest to announce that the soft drink was on the lookout for a hot new original dance (Mildenhall was actually inspired to make dance the central theme of the project after a chance meeting with Chu at the Consumer Electronics Show in Las Vegas last year).
Choreographers and dancers of all experience levels were invited to upload videos to MakeItPossibleProject.com showing off their best moves, and as the submissions came in from around the world, Chu as well as members of The Legion of Extraordinary Dancers provided encouragement through video messages. Meanwhile, the Make It Possible Project community liked, shared, and debated the merits of the dances. In the end, it was the Toe Tappy, a side-to-side toe-tapping dance created by American street dancer Joey “Knucklehead” Turman that won Coke Zero’s interest.
Convinced that the Toe Tappy had the potential to catch on, Coke Zero then initiated a casting call, reaching out to its online community in search of a performer who could bring the dance to life as the star of a global ad campaign. Again, anyone could apply. “At every stage of the creative development process, we were helping members of our target audience realize their ‘what’s possible,’” Mildenhall says, noting that a group of finalists from the community were flown to Los Angeles, where they were photographed for an out-of-home campaign–think everything from posters to in-store displays–and provided with behind-the-scenes video to share through their social networks.
Keemo, an actor and dancer from France, ultimately became the face of the campaign, winning the lead role in “A Step from Zero,” a web film that broke today on Coke Zero’s YouTube channel Directed by Nima Nourizadeh out of production company Partizan in Buenos Aires (Coke also worked with Stink Digital for interactive components and Opus 88 on out of home) and featuring a track titled “I’m All In” by up-and-coming rapper Metis, the film casts Keemo playing a young man whose family doesn’t support his ambition of becoming a professional dancer. He eventually wins their approval after he creates a dance–the Toe Tappy–that spreads all over the world thanks to the Internet. (The web film was also cut into 60- and 30-second commercials.)
The narrative is loosely based on Knucklehead’s personal story, which is shared in more detail on the Make It Possible Project site through a short documentary-style film. It provides a raw portrait of a young man who survives a rough childhood and makes his way to a better life through dance. Knucklehead, who, incidentally, competed on MTV’s America’s Best Dance Crew with Street Kingdom, is also featured on the site in a series of videos that show him traveling the world, from Japan to New Zealand, teaching people the Toe Tappy, and he also got people buzzing about his dance via social media.
The young influencers who make up the Make It Possible Project community have shown great interest in the aforementioned content. In fact, according to data culled from the site, visitors spent an average of six minutes on MakeItPossibleProject.com during the content creation portion of the campaign, with peaks running as high as nine minutes.
Given the success of the endeavor in terms of engagement, Coke Zero is now looking to take consumers on additional creative journeys via the Make It Possible Project, giving them an opportunity to pursue their own passions and play a role in shaping and sharing the marketing messages aimed at them. “You can rest assured that the next tale of possibility will have a ringleader like Jon Chu, we’ll activate the community, we’ll source authenticity from a community of believers as we go through the process, and hopefully, we’ll realize the dreams of several people,” Mildenhall says.
The approach confirms Coca-Cola’s commitment to its content 2020 manifesto which outlined a long-term, company-wide marketing plan that is less reliant on traditional advertising and more invested in generating content that can flow through any medium while reinforcing the company’s business objectives.
“For Coke Zero, I never want to go back to a traditional hidden creative development process,” Mildenhall says. “I always want to engage with the community in helping us find the talent and find the stories and find the creative elements. It’s just so much more rewarding.”
Behind the Scene
Advertising Agency: Ogilvy Paris
Year: 2012
IKEA – The Smallest IKEA Store in the World
Posted: April 24, 2012 Filed under: Case History, Digital, Promotion | Tags: Digital, Direct, IKEA, make the most of any space, Ogilvy, online, product, The Smallest IKEA Store in the World, web banner Leave a comment »
To demonstrate how there’s always a solution for furnishing restricted living space, IKEA came up with a pretty original idea by creating the smallest virtual store in world. Motivated by the increase of limited living spaces, they built an entire IKEA store, that contains 2,800 products, in a 300 x 250 pixel web banner.
The campaign, made by a Dubai-based agency Ogilvy Action, is aimed towards people looking for studio flats as well as one/two bedroom apartments. The banner is placed in real estate sections of community websites.The virtual shop allows customers to browse by department, choose and buy any of the displayed products.
Advertising Agency: Ogilvy Action, Dubai
Creative Director: Ben Knight
Art Director: Gary Rolf
Copywriter: Gary Rolf, Sascha Kuntze, James Bisset
Graphic Design: Gary Rolf
Year: 2012
Coca-Cola/Copa America 2011 – Cheer-o-Meter
Posted: April 23, 2012 Filed under: Ambient, Argentina, Beverages, Case History, Coca-Cola, Event, Installation | Tags: alentometro, Ambient, Argentina, Cheer o meter, Coca-Cola, Copa America, Javier Mentasti, Maximiliano Maddalena, Ogilvy, Rodrigo Isaia, Silvio Panizza Leave a comment »
This new initiative of Coca Cola -developed by Ogilvy Action- was launched during an event where over 500 people enjoyed the match Argentina vs. Colombia, all non-stop encouraging in order to keep watching the TV screen on.
With the unconditional support as the main feature of Argentine fans, created the first giant screen that works only with people’s breath for the parties of the national team. As the public speech during the meeting, a “Cheer-o-meter” connected to a giant screen, reflects the intensity of breath and regulates the visibility of the screen that broadcasts the game live. Thus, the more encouraged the fans, the more visibility you have and the less encouraging, the screen begins to fade.
The action was developed from the concept of “Always refresh your breath,” the message that the brand is pursuing various initiatives to be present along with the fans and encourage the selection.
Advertising Agency: Ogilvy, Buenos Aires
General Creative Directors: Javier Mentasti, Maximiliano Maddalena, Silvio Panizza
Creative Directors: Rodrigo Isaia – Alejandro Garone
Production Company: Awards Cine
Director: Matías Goldberg
Year: 2012
Ogilvy France for Perrier – Dita Von Teese Mansion (a sexy case study)
Posted: January 16, 2012 Filed under: Agency, Beverages, Case History, Design, Digital, France, Press/Outdoor, Promotion, Testimonial, TV/Film, Viral | Tags: burlesque, Case History, Chris Garbutt, Digital, Dita Von Teese, France, Frederic Levron, iAD, Mansion, Ogilvy, Ogilvy Entertainment Blog, Perrier, perrierbyDita.com, Promotion, sexy case study, the Perrier Mansion, Viral 4 Comments »
Complete Internet Experience
Insights, Strategy & the Idea
Perrier has always been a brand that works with two dimensions. From a rational side, its historical promise of extreme refreshment. From a more emotional one, its “hype” personality. The last years, the emotional side was a bit forgotten and Perrier started to be disconnected with a younger target. Perrier launched in 2010 a limited edition with Dita Von Teese to accelerate sales, make the brand sexy again and recruit younger consumers.
Plenty of limited editions are launched every year in the category, the challenge was to reinvent this very classic exercise.
Through PerrierbyDita.com, Perrier immersed younger consumers in an interactive, transgressive and addictive experience. With all the material done to drive to Perrierbydita.com (Foursquare/Twitter invitation, Facebook Connect…) and the content of the site itself (awesome gaming experiences), the site became as magnetic as the brand itself for bloggers, medias, or consumers who talked a lot about it.
Creative Execution
The Perrier Mansion is a fully interactive video-website that immerses the web-user in a sensual and intimate universe. Gliding into various rooms of this virtual place, the web-user is invited to follow Dita Von Teese and play seduction games. The first part launched last July has been enriched in December by a second chapter where the web user witness a new show of Dita : a glamorous striptease that can be seen until the end only by triumphing over other web-users. A display media campaign was implemented in July 2010 for the first chapter while in December, the launch of the chapter 2 has been carried out by bloggers and web- users.
To support the website, Perrier offered to smartphone users, a unique mobile experience by developing one of the first i-Ad in Europe. The application allowed them to experience the show into the palm of their hands.
Results and Effectiveness
– More than 800,000 unique visitors.
– 6 minutes spent on average on the website.
– 1,5 million video views on YouTube.
– More than 4,000 media and blog fall out
– Over 30000 fans on Facebook.
– +7 pts image on the « trendy » and « modern » items
The iAd generated an extraordinary level of engagement:
- Time spent on the iAd above 2 min which is 2 times the iAd average.
- A click rate of 1.85% which is 10 time the average click rate on traditional web-banners
Ogilvy Paris Speaks Out on Apple’s iAd - (from Ogilvy Entertainment Blog)
- It’s been six months since Steve Jobs announced he will revolutionize the ad industry through his new mobile ad format iAd, Apple’s bold bid to create a market for mobile ads that don’t, in his words, “suck”. With one super ambitious goal: Make people love advertising again. Six months later a lot of questions are being raised.
Does Apple’s iAd have the ability to revolutionize the ad industry as iTunes did with music and iPhone has done with the Telco industry? What are the early adopters saying? Ogilvy Paris speaks out as one of the first users of iAd in Europe for their infamous Perrier by Dita. We sat down with Frederic Levron, Head of Digital Branded Content at Ogilvy Paris.
Tell us the reason why you recommended to your Perrier client to be one of the first to seize upon Apple’s iAd launch in Europe?
The Apple team came to us to introduce iAd two months before its European launch. We were super excited to discover what the Apple team was capable of doing in our industry and even more excited because we had in mind Apple’s belief that iAd would make people love advertising again. With this, we got ten of our best Brands together in a room (IBM, Nestle, Perrier, Louis Vuitton etc…) to hear Apple’s pitch. To be part of the first European round you had one week to put 1 million euros on the table for iAd. Because of the investment and because of what Apple represents to Marketers/Advertisers, the expectation was higher than ever. But, five reasons ultimately convinced us to move forward:
1/ Consumer total immersion in the brand experience.
It’s the only digital format that has allowed us to get the consumer enveloped in the total Brand Experience. Providing a mix between the great emotion of TVC AND digital interactivity.
2/ Ability to get very precise on our media targeting.
Through Apple’s apps targeting strategy, Apple is able to propose a much more efficient view on who the ad is reaching, compared to other formats.
3/ The inherent PR value that comes with being the first.
An investment of 1 million euros in the French market is comparable to the cost of producing an ambitious TVC or buying broadcast media such as YouTube to air one campaign in home page during the period of a month: it’s a huge decision to take. Even more so when this investment concerns a Mobile marketing strategy that’s not yet proven on a device that has less than 10% penetration in the French market. In this context, more than delivering something in line with the strategic objectives, you want to be sure you’ll generate some Earned Media too.
4/ Faith in Apple’s ability to deliver.
Marketers and Advertisers are brand builders. And, when it comes to this, Apple is one of the first benchmarks we have in mind. It creates a kind of fascination and emotional decision that we need to stay mindful of when evaluating it for our Brands.
Perrier was an obvious fit and we chose to go for it. It was meaningful from a Target point-of-view, a Brand point-of-view and it was aligned with the engagement strategy that we were running for this Brand. Moreover, the business conditions where perfect. We were launching a Perrier limited edition with Dita Von Teese and looking for a way to make the brand even more engaging. Perrier has always been an iconic brand with its innovative and out-of-the-box thinking when it comes to creation. iAd was the perfect way to deliver a totally fresh Brand experience to a really specific target of Trendsetters.
We built a dedicated experience on Apple’s iAd through iPhone devices — a digital interactive four minute video experience that transforms your iPhone into “The Perrier Mansion”. An intimate show in which you are in complete control, or at least will try to be… Dita takes you to every corner of the Mansion and initiates you to new pleasures in each of its rooms.
In the “Dark Room “, you’ll have to be accurate enough when tapping on your iPhone screen to capture the most lascivious poses of a show performed in the dark. In the room “Roll the Dice”, you have to shake your iPhone to roll the dice and Dita will do only what chance decides. Those lucky enough to get the “double Perrier” still remember what they got to see… In the third room of the mansion, Dita is performing one of her sexiest shows while every 5 seconds a curtain is falling down threatening to stop your view… To see the show you will have to keep the curtain from falling by frenetically typing on your iPhone screen.
How was the collaboration with Apple during the production phase?
Joyful but Bumpy. When you drive innovation, the road is never never never straight- forward. You have to deal with the unexpected. This is the price that “Leaders” pay compared to the “Followers.” From my point-of-view, most of the issues were due to the fact that we were the first in Europe. The Apple team in Europe was growing along the way with people totally new who were trying with us to push boundaries of this new format. It has an impact on project management and client service. In our experience, we had one day to test the iAd before going live. And, we found that some key elements of the experience were missing. Finally, we postponed the launch to be sure the iAd was as amazing as we wanted it to be.
Do you have any insights on the reasons why it was so bumpy, that you could share?
As I said, running innovation is always bumpy—especially when creative/client service expectations are really high. In this case, I do think Apple is a little bit a victim of their reputation. When you’re working with Apple you’re expecting the best. In parallel, you have to look at the way Apple is use to working to understand the issue they’re facing today. From the beginning of their success story, Apple has been developing extraordinary products that have deeply impacted the pop culture. They did it their way, in the dark, in a closed process where nobody was allowed to penetrate. Today, when Apple is jumping into the Ad business through iAd, they are embracing a brand new way of working. With new partners: Brands and Advertisers. The consequence of this impacts every core discipline of the production chain. But we all know the Apple folks are learning very very fast. That said, nothing from what we experienced isn’t fixable: A near-future iAd for Perrier is in the pipe, and I’m sure the journey will be much smoother.
And what about the creative relationship with Apple? There’s a lot of noise on Madison Avenue about how Apple is too controlling in the creative process.
Perrier Mansion’s iAd is a super ambitious creative product. One of the most ambitious iAds ever made–if not the most ambitious. We could not have managed to launch this kind of creative product if Apple were not on the same page as us and 100% up to working as a team–especially in such a short window of time. But a single ambition drove us: to push the limits of mobile advertising and to deliver the most exiting iAd ever made. Apple’s creative directors and developers worked hand-in-hand with the Ogilvy team. From the kick off meeting to the D-Day!
What are the first results?
Beyond production issues that seem to inevitably accompany any innovative project, only the results count: the Perrier Mansion’s iAd has been 40 times more efficient than any other digital ad format when you compare click rate. According to Mediaminds 2010 Study, the average click-thru-rate for digital ads is 0:09. We’re seeing that people spend an average of 2 minutes playing with the interactive Perrier Dita video brand experience. That’s 7 times more time spent than on Brand websites or watching videos on YouTube. (The average time spent on watching a video on YT is 30secs. Source: YT 2010). The Perrier Mansion’s iAd’s click-thru-rate and time spent is 2 times better than any other iAd ever made (US/Europe).
Do you believe that iAd will revolutionize the Ad industry?
In France, it’s reported that 70% of the audience doesn’t like Advertising. And only 38% find it useful. (Source: Figaro étude Nielsen 19/10/2009). The consumer behavior has changed. The way we think and deliver our Brand messages has changed too. As an Advertiser, we need a helpful partner who can provide us with the tools and format that reinvents the Brand Experience. And, to deliver creation that tells a story and engages the user by putting him at the heart of the storyline. From that point of view, iAd is definitively revolutionizing the mobile ad industry. From an efficiency stand point, when iAd is used at 100% of its capacity and your creation is built upon a big idea, it’s blowing out every result we’ve seen on Mobile ad and Web ad marketing.
What has to be improved?
In parallel to what we’ve already talked about (project management/client service/tracking tools) one of the main reason marketers are choosing iAd is its ability to target. From this first experience the reality is slightly different. Thanks to the apps segmentation, it’s now easy to know what the user is interested in (music, sports, lifestyle etc.). His “profil chinois”. Apple will have to deliver on this one if they want to have the trust of Marketers.
Are you up for recommending iAd to one of your other brands?
To reach a specific target of people who are the next standard of customers (not reactive to an old model of interruptive marketing / always on-the-move / consuming content from several devices / digitally active) Apple iAd is definitely something we will have to integrate into the full strategy of our brands.
Advertising Agency: Ogilvy France, Paris
Executive Creative Director: Chris Garbutt
Creative Director: Fabio Costa
Copywriters: Baptiste Clinet/Nicolas Lautier
Art Directors: Baptiste Clinet/Nicolas Lautier
Interactive Designer: Ben Tricklebanck
Technical Developer: Karl Ringman
Production Company: B-Reel, New York
Director: Anders Hallberg
Year: 2011
Shortlist
Christmas Letter for Santa: the most awarded Toys & Games Ads
Posted: December 23, 2011 Filed under: Ambient, Awards, Brazil, Cannes Lions, Chile, France, Germany, Illustration, Malaysia, Mexico, Press/Outdoor, Russia | Tags: JWT, Lego, letter to Santa, Matchbox, Mattel, Ogilvy, Pictionary, Playstation, Playstation 2, Press, psp, scrabble, the most awarded Toys & Game ads Leave a comment »PICTIONARY – Quick Draw Wins Campaign
Advertising Agency: Ogilvy Malaysia
Executive Creative Director: Gavin Simpson
Copywriter: Adam Chan, Donevan Chew
Art director: Yee Wai Khuen, Tan Chee Keong
Illustrator: Milx
Year: 2011
Gold Lion for the campaign
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SCRABBLE – Elephant/Guitar/Submarine/Camera/Samurai
Advertising Agency: JWT Chile
Executive Creative Director: Leo Farfan, Matias Lecaros, Sergio Rosati
Copywriter: Matias Lecaros
Art director: Matias Lecaros
Photographer: Cristian Gastelo
Year: 2009
Silver Lion for the campaign
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LEGO – Caterpillar/Monster/Whale
Advertising Agency: Ogilvy Malaysia
PLAYSTATION 2 - Boxer/Soldier
Advertising Agency: BBDO Chile
Creative Director: Cristian Schinadeermann
Copywriter: Matias Lopez, Marcelo Correa
Art Director: Emerson Navarrete, Fernando Riveros
Photographer: Lautaro
Typographer: Ricardo Salamanca
Year: 2006
Gold Lion for the Campaign
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LEGO – Accountant/Electrician/Engineer
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LEGO – Spaceship/Beetle/Deep Ocean Explorer
Advertising agency: Leo Burnett, Moscow
Creative Director: Mikhail Kudashkin
Art Director: Arina Avdeena
Copywriter: Rodrigo Linhaners
Year: 2011
Gold Lion for the campaign
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HOT WHEELS – Big Boy
Advertising agency: Ogilvy Mexico
Creative Director: Miguel Angel Ruiz
Copywriter: Abraham Quintana
Art Director: Ivan Carrasco, Mario Salgado, Jaime Gonzales
Year: 2010
Bronze Lion
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MACHBOX – Ant
Advertising agency: Ogilvy Brazil
Creative Director: Zuza Tupinamba
Copywriter: Zuza Tupinamba
Art Director: Marcos Paolo Juliano
Year: 2001
Silver Lion
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MACHBOX - Mustang/Eldorado/Fleetwood
Advertising agency: Ogilvy Frankfurt
Creative Director: Stephan Vogel
Copywriter: Stephan Lenz
Art Director: Marco Weber
Year: 2008
Gold Lion for the campaign
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SPHERE ACTION FIGURES – Pararescue Jumper/16 Air Assault/7th Marines/Desert Rats
Advertising agency: TBWA/Singapore
Creative Director: Mark Bamfield
Copywriter: Robert Kleman, John Sheterline
Art Director: Marcus Rebeschini
Year: 2004
Gold Lion for the campaign
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GAMEBOY ADVANCE – Prison
Advertising agency: Lowe Brindfors, Stockholm
Creative Director: Hakan Engler
Copywriter: Johan Holmstrom
Art Director: Richard Villar
Year: 2005
Gold Lion for the campaign
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MEDAL OF HONOR (EA Games) – Goodbye/Proud Mother/Back Home
Advertising agency: FP7 Doha
Creative Director: Fadi Yaish
Copywriter: Kalpesh Patankar
Art Director: Kalpesh Patankar
Year: 2008
Gold Lion for the campaign
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PLAYSTATION 2 – Rebirth
Advertising Agency: TBWA Paris
Creative Director: Erik Vervroegen
Copywriter: Eric Helias
Art Director: Jorge Carreno
Photographer: Dimitri Daniloff
Year: 2003
Grand Prix in Press Lions
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PLAYSTATION 2 – Veteran
Advertising Agency: TBWA Paris
Creative Director: Erik Vervroegen
Copywriter: Eric Helias
Art Director: Jorge Carreno
Photographer: Marc Gouby
Year: 2003
Silver Lion for the campaign
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PLAYSTATION 2 – Doll
Advertising Agency: TBWA Paris
Creative Director: Erik Vervroegen
Copywriter: Guillaume Ulrich Chifflot
Art Director: Cedric Moutaud
Photographer: Dimitri Daniloff
Year: 2004
Gold Lion
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PLAYSTATION 2 – Potato Head
Advertising Agency: TBWA Paris
Creative Director: Erik Vervroegen
Copywriter: Manoelle Van Der Vaeren
Art Director: Sebastien Vacherot
Photographer: Dimitri Daniloff
Year: 2004
Gold Lion
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PLAYSTATION 2 – Adultery
Advertising Agency: TBWA Paris
Creative Director: Erik Vervroegen
Copywriter: Benoit Leroux
Art Director: Philippe Taroux
Photographer: Dimitri Daniloff
Year: 2005
Gold Lion
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PLAYSTATION 2 – Moulds
Advertising Agency: TBWA Paris
Creative Director: Erik Vervroegen
Copywriter: Manoelle Van Der Vaeren
Art Director: Sebastien Vacherot
Photographer: Dimitri Daniloff
Year: 2005
Gold Lion
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PLAYSTATION 2 – Plugs
Advertising Agency: TBWA Paris
Creative Director: Erik Vervroegen
Copywriter: Matthew Branning
Art Director: Chris Garbut
Photographer: Dimitri Daniloff
Year: 2005
Gold Lion
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PLAYSTATION 2 – Scars
Advertising Agency: TBWA Paris
Creative Director: Erik Vervroegen
Copywriter: Guillaume Ulrich Chifflot
Art Director: Cedric Moutaud
Photographer: Dimitri Daniloff
Year: 2005
Gold Lion
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PLAYSTATION 2 – Baby
Advertising Agency: TBWA Paris
Creative Director: Erik Vervroegen
Copywriter: Xander Smith
Art Director: Javier Rodriguez
Photographer: Yann Robert
Year: 2005
Gold Lion
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PLAYSTATION 2 – Sleeping Beauty
Advertising Agency: TBWA Paris
Creative Director: Erik Vervroegen
Copywriter: Bjoern Ruehmann/Joakim Reveman
Art Director: Bjoern Ruehmann/Joakim Reveman
Photographer: Eugenio Recuenco
Year: 2005
Gold Lion
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PLAYSTATION 2 – Head
Advertising Agency: TBWA Paris
Creative Director: Erik Vervroegen
Copywriter: Sebastien Vacherot/Jessica Jerard- Huet/Loic Cardon/Ingrid Varetz
Art Director: Sebastien Vacherot/Jessica Jerard- Huet/Loic Cardon/Ingrid Varetz
Photographer: Yann Robert
Production Company: DEF 2 Shoot, Paris
Director: Thomas Marque
Year: 2006
Gold Lion
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PLAYSTATION PSP – Handcuffed
Advertising Agency: TBWA Espana, Madrid
Creative Director: Juan Sanchez/Guillermo Gines
Copywriter: Vincente Rodriguez
Art Director: Bernardo Hernandez
Year: 2008
Silver Lion
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PLAYSTATION 2 – Welcome
Advertising Agency: TBWA Espana, Madrid
Creative Director: Angel Iglesias/Guillermo Gines/Agustin Vaquero
Copywriter: Guillermo Gines
Art Director: Angel Iglesias
Year: 2005
Silver Lion
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LEGO – Street Building
Agency: Ogilvy & Mather Santiago
Creative Director: Cesar Agost Carreno
Copywriter: Felipe Manalich
Art Director: Sergio Iacobelli/Sebastian Alvarado
Photographer: Juab Carlos Sotello
Year: 2005
Grand Prix (Outdoor Lions)
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LEGO – Periscope
Agency: FCB Johannesburg
Creative Director: Bret Morris
Copywriter: Lance Vinning
Art Director: Lance Vinning/Charles Foley
Photographer: Gerard Turnley
Year: 2006
Grand Prix (Press Lions)
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LEGO – Fire Station/Hangar/Train Station
Agency: Saatchi & Saatchi Singapore
Creative Director: Andy Greenway
Copywriter: Stuart Harricks/Roger Makak
Art Director: Stuart Harricks
Photographer: Dean Zillwood/IDC
Year: 2006
Silver Lion for the campaign
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LEGO – Builders of tomorrow
Creative Director: Arno Lindemann/Bernhard Lukas
Copywriter: Daniel Schaeferk
Art Director: Szymon Rose
Photographer: Achim Lippoth
Year: 2007
Gold Lion
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SCRABBLE – Beautiful World Campaign
Creative Director: Chris Garbutt
Copywriter: Arnaud Vanhelle, Benjamin Bregeault, Mihnea Gheorghiu
Art Director: Antoaneta Metchanova, Alex Daff, Najin Ha
Year: 2008
Silver Lion for the campaign
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PLAYSTATION PSP – Guide Dog
Creative Director: Juan Sanchez/Guillermo Gines
Copywriter: Vincente Rodriguez
Art Director: Hely Sanchez
Bronze Lion
TAMIYA MODEL KITS – LightsBulb/Frog/Watermelon
Advertising Agency: Creative Juice G1/TBWA, Bangkok
Art Director: Kittitat Larppitakpong/Jon Chalerwong/Thirasak Tanapatanakul
Copywriter: Nutchanun Ciaphanumas
Photographer: Anuchai Sricharunputong/Nok
Year: 2005
Gold Lion and Silver Lion for the campaign (Press&Outdoor)
Ogilvy Mexico for Mattel – Little car, great unconventional ideas
Posted: October 4, 2011 Filed under: Agency, Ambient, Case History, Design, Direct, Guerilla, Mexico, Promotion | Tags: Ambient, Big Boy, Case History, great unconventional ideas, Guerilla, Hot Wheels, little car, little hand, Machbox, Mattel, Mexico, Miguel Angel Ruiz, Ogilvy, Outdoor, speedway, track tape, unconventional, Victor Alvarado 1 Comment »Matchbox Toy Car – LITTLE HAND
Brief
To promote the fact that Matchbox makes the most realistic scale model toy cars.
Creative execution
We developed stickers of human hands that were placed on different car windows, on parking lots, malls, toystores, supermarkets and streets. The position in which the fingers were placed simulated the hand of a kid grabbing the car, as if he is about to play with it
Results
This effort helped create brand awareness, primarily by word of mouth and media exposure.
Creative Director: Miguel Angel Ruiz
Copywriter: Daniel Gonzales
Art Director: Gonzalo Villegas, Demian Najera
Year: 2007
Shortlist
Hot Wheels – STANDS
Brief
Hot Wheels needed one new-media space that could interact closer with kids allowing the new strategy to be positioned: “Hot Wheels has all the adrenaline and speed of car races in scale”.
Creative execution
Mexican boys are used to getting together with friends in the streets and park squares to play “the little road” on the sidewalks. Starting off from this insight, we developed stickers pretending to be people seated watching a car race but in a similar scale to the Hot Wheels Cars. These items were stuck where this “little road” game took place; then kids played and experienced the new brand strategy.
Results
This action increased the brand awareness and made sales grow up to 30% versus the former year.
Creative Director: Miguel Angel Ruiz
Copywriter: Sandra Flores
Art Director: GIvan Carrasco
Year: 2008
Matchbox Toy Car – EYE/FINGERNAILS
Creative Director: Miguel Angel Ruiz
Copywriter: Miguel Angel Ruiz, Rafael Martinez, Luis Elizalde
Art Director: Ivan Carrasco, Gerardo Arias
Year: 2008
Hot Wheels – BIG BOY
Insights, Strategy & the Idea
Hot Wheels is a loved mark in Mexico. The challenge was to make an innovative Outdoor.
Creative Execution
Everybody has had a little car in the hands. This time, Hotwheels make people feel as a little car, with a really big boy outdoor looking at them. The outdoor was installed in a very transit avenue, at México City.
Results
The reaction was impressive. It was impossible not to look at the huge image. This piece have thousands of really quality impacts per day.
Creative Director: Miguel Angel Ruiz
Copywriter: Abraham Quintana
Art Director: Ivan Carrasco, Mario Salgado, Jaime Gonzales
Year: 2010
Bronze Lion
Hot Wheels – SPEEDWAY
Insights, Strategy & the Idea
Hot Wheels is a brand that creates great experiences and amazing creative advertising, this way, fathers and children can identify our brand and make it his own.
Our target enjoy speed and challenge, they have the perception that Hot Wheels are small cars that help to express this.
The idea works because nobody can ignore this and everybody wants to tell his friends or relatives how amazing it can be.
The consumer feels part of Hot Wheels, being part of a toy that is generating a brand experience.
Creative Execution
Two giant children shape structures were placed in Mexico-Cuernavaca speedway. They make you live the experience of being inside a Hot Wheels.
Results and Effectiveness
We continued with the leadership brand positioning, communicating their goal about not selling a product but the fame that Hot Wheels obtained through an ad.
This caused that this piece of communication were mentioned in blogs, social networks, websites and local media. This was not only an outdoor piece, there were also all sorts of unpaid mentions covering different targets we wanted to achieve.
Creative Director: Miguel Angel Ruiz
Copywriter: Carlos Meza, Sergio-Diaz Infante
Art Director: Ivan Carrasco, Francisco Hernandez
Year: 2011
Shortlist
Hot Wheels – TRACKTAPE
For more than 40 years, Hot Wheels products have been a children´s favorite. Although extremely fun, tracks don´t have the immediacy and portability of playing as cars do. How to invite kids to play with Hot Wheels cars and tracks whenever, wherever? We developed the Track Tape. A simple, economic and fun product that allows kids to transform every place into a true race track. Besides, the Track Tape works as advertising, placed exactly where the target is by the own target market
Chief Creative Officer: José Montalvo
Executive Creative Director: Miguel Angel Ruiz Reyes
Creative Director: Victor Alvarado/Fernando Carrera
Art Director: Victor Alvarado/Fernando Carrera
Copywriter: Fernando Carrera/Victor Alvarado
Year: 2011
Bronze Lion
Ogilvy South Africa for Harley Davidson (2004/2007) – Born to be creative
Posted: September 30, 2011 Filed under: Agency, Cannes Lions, Case History, Press/Outdoor, South Africa, TV/Film | Tags: bikes for women, born to be creative, Bridget Johnson, clothing, David Prior, Gerry Human, Harley Davidson, Mike Groenewald, Ogilvy, Ogilvy South Africa, Ogilvy South Africa for Harley Davidson, pin up calendar, rentals, Robyn Bergmann, tour, Vanessa Gibson 1 Comment »Harley Davidson Rentals (Tattoo) – 2004
Creative Director: Gerry Human
Copywriter: Neil Ross
Art Director: Mike Groenewald
Photographer: David Prior
Bronze Lion
Harley Davidson T-shirt – 2004
Creative Director: James Daniels/Gerry Human
Copywriter: Bridget Johnson
Art Director: Mike Groenewald
Photographer: David Prior
Harley Davidson (Charity Event) – 2005
Creative Director: James Daniels/Gerry Human
Copywriter: Irene Perrevos
Art Director: Jayson Dicks
Photographer: David Prior
Harley Davidson (Bikes for women) – 2006
Creative Director: Fran Luckin
Copywriter: Bridget Johnson
Art Director: Vanessa Gibson, Robyn Bergmann
Photographer: Clive Stewart
Gold Lion for the campaign
Harley Davidson Motorcycles (Dog/Baby/Granny) – 2006
Creative Director: James Daniels
Copywriter: Konstant Van Huyssteen
Art Director: Mike Groenewald
Photographer: David Prior
Silver Lion for the campaign
Harley Davidson Motorcycles (Ronnie’s Sex Shop) – 2006
Creative Director: James Daniels
Copywriter: Konstant Van Huyssteen
Art Director: Mike Groenewald
Photographer: Mike Lewis
Bronze Lion
Harley Davidson Aftershave (Shaving Cut) – 2006
Creative Director: Fran Luckin
Copywriter: Trevor Sacks
Art Director: Suzanne Strydom
Photographer: Clive Stewart
Shortlist
Harley Davidson (Breakfast Run) – 2006
Creative Director: Fran Luckin/Gerry Human
Copywriter: Derek Shevel
Art Director: Karry Barry
Photographer: Robyn Vickers
Harley Davidson Clothing (Fire/Pee/Smoke) – 2006
Future Riders Apparel
Creative Director: Fran Luckin/Gerry Human
Copywriter: Derek Shevel
Art Director: Karry Barry
Photographer: Kary Barry
Harley Davidson Tour (Class photo) – 2006
Creative Director: Fran Luckin
Copywriter: Sanele Ngubane
Art Director: Peter Little
Photographer: Shahn Rowe
Shortlist
Harley Davidson Motorcycles (Affair) – 2006
The man who rides a Harley-Davidson commands the kind of respect that’s way beyond anything the average guy will ever experience.
Creative Director: Fran Luckin
Copywriter: Bennie Du Plessis, Derek Shevel
Art Director: Karry Barry
Production Company: FreshWater Film
Director: Slim Grippa
Shortlist
Harley Davidson Clothing (Boots/Jeans/Shirt) – 2007
Creative Director: Gerry Human/Jonathan Beggs
Copywriter: Alison Hingle
Art Director: Mike Martin
Photographer: David Prior
Harley Davidson Veteran Club (Veterans) – 2007
Creative Director: Gerry Human/Fran Luckin
Copywriter: Haidee Nel
Art Director: Vanessa Gibson
Photographer: David Prior
Harley Davidson Gay Tours (Tours) – 2007
Creative Director: Gerry Human
Copywriter: Bridget Johnson
Art Director: Robin Bergmann
Photographer: David Prior
Harley Davidson Pin Up Calendar – 2007
The Brief
To showcase Harley’s customisable bikes to a growing market of lady riders in a fresh and interesting way.
The Solution
We took the idea of the perennial bikers’ ‘pin-up’ calendar and gave it a little twist. We replaced the girls with typical Harley guys posing suggestively on 6 classic Harleys that are customisable for women. The calendars were then mailed to prospective lady buyers on the Harley database.
The Results
The calendars met with hugely positive responses both from our client and the lady riders themselves. An initial print run of 1000 calendars was mailed to the market but due to high demand, two additional editions were ordered and sold at breakfast runs. Although not initially intended as items for sale, the revenues generated from sales were a welcome bonus
Creative Director: Gerry Human/Fran Luckin
Copywriter: Bridget Johnson
Art Director: Vanessa Gibson
Photographer: David Prior
Shortlist
National Sea Rescue Institute – The Underwater Radio Campaign
Posted: September 12, 2011 Filed under: Ambient, Cannes Lions, Case History, Copywriting, Social, South Africa | Tags: best use of radio, cape town, Chris Gotz, National Sea Rescue Institute, Ogilvy, recruitment, Underwater radio campaign Leave a comment »
Insights, Strategy & the Idea
The National Sea Rescue Institute is a non-profit organization that conducts rescue operations across South African waters.
They needed to recruit individuals capable underwater. We had the insight that the best place to find individuals capable underwater, was underwater. We just needed a way to reach them.
Creative Execution
Through research, we discovered that there are insulated speakers that can make the spoken word audible underwater.
We rented some and began broadcasting recruitment messages underwater in pools, gyms and training facilitates across the country to group that makes great recruits like divers, synchronized swimmers and underwater hockey players.
Recruitment forms were handed out wherever we went.
Results and Effectiveness
We were able to reach a captive audience of water savvy individuals in their element. With the help of our underwater recruitment drive, the NSRI was able to increase their numbers from 880 to 920.
Advertising Agency: Ogilvy Cape Town
Executive Creative Director: Chris Gotz
Creative Director: Gareth McPherson/Jacques Massardo
Copywriter: Guy Lewis
Year: 2011
Shortlist
Naturalia – The first PDF commercial in history
Posted: September 12, 2011 Filed under: Animation, Cannes Lions, Case History, Direct, Low Budget, Mexico, Social | Tags: Manuel Vega, Miguel Angel Ruiz, Naturalia, Ogilvy, pdf format, slideshow, The first pdf commercial in history Leave a comment »
The brief
The campaign was targeted for new costumers, using the ones we already had by using an existing database.
With zero investment in media, the strategy of the campaign was to use the only resources they had at the moment to launch their annual donation campaign: their e mail database, their friends on Facebook, their followers on Twitter and their website.
Creative Solution
We made a commercial that would mean zero investment in digital media, had a format that any computer could read, be light enough to send or download, and be good enough so people wanted to spread the message: the first commercial made in a PDF format.
The projected response was to increase their funds by 10% in the 3 weeks during the launching, as well to increase their e mail data base by 10%.
Nobody had ever made a commercial in a PDF format. A basic format that used in a “slideshow” mode in the acrobat reader or preview programs, can have the same effect of a flipbook if you keep the down or forward arrow buttons pressed. The way the commercial worked, was a direct analogy of how Naturalia works: with the help of people. By their donations and volunteered work.
The results
The commercial was sent by e mail to a 1500 addresses on Naturalia’s database. And the link to download it was also posted on their Facebook wall and “twitted” for their followers on Twitter.
Naturalia’s e mail database was amplified by 25% and their friends on Facebook went from 2501, to 3680 in 3 weeks. The commercial had 52 803 downloads. Their funds increased by 20%.
Advertising Agency: Ogilvy Mexico
Executive Creative Director: Miguel Angel Ruiz
Creative director: Manuel Vega
Art director: Gonzalo Villegas
Copywriter: Manuel Vega
Year: 2011
Shortlist
