25 Advertising Ideas for 25 November: International Day for the Elimination of Violence against Women

01 – Amnesty International

02 – BaF (Bundesverband autonomer Frauennotrufe)

03 – United Colors of Benetton

04 – Domestic Violence Vigilance (USA)

05 – Aware Helpline Singapore

06 – APAV (Victim Suport)

07 – Refuge.org.uk

 

08 – APAV (Victim Support)

 

 

09 – Florencia (Service for abused women)

 

10 – Citizens Against Spouse Abuse

11 – Amnesty International

12 – Amnesty International

13 – Women’s Aid Organisation

14 – The Youth, Women, Children and Family Chamber (Panama)

15 – Amnesty International

 16 – Amnesty International

17 – Amnesty International

18 – NO (Combat Violence Against Women Helpline)

 19 – http://www.terres-des-femmes.ch

20 –  Associazione Donne Insieme contro la Violenza

21 – Ni Puter Ni Soumises

22 – Mar’A (Against Domestic Violence)

23 – Amnesty International

 

24 – Solidaritè Femmes

25 – NSW (Women’s Refuge Movement)


Coca-Cola Happiness Truck around the World – Where Will Happiness Strike Next?

Inspired by the vending machine that dispensed Coca-Cola and other “doses of happiness” on a college campus in New York and quickly became a global viral video sensation; a specially rigged Coca-Cola delivery truck took to the streets of  Rio de Janeiro recently to spread refreshment and smiles to passers-by.

All the action is captured in a two-and-a-half-minute film. In the video, several unsuspecting Brazilians push a button on the back of the truck to dispense Coca-Cola and other fun items such as soccer balls, surfboards and sunglasses.

“‘Happiness Machine’ connected with so many people because the emotion was authentic, unscripted and contagious,” said A.J. Brustein, Global Senior Brand Manager, Coca-Cola. “We wanted to inspire that same feeling again by creating something consumers would respond to and want to share with others because it put a smile on their face.” 

Happiness Truck is one of many videos that can be found on the Facebook hub for “Where Will Happiness Strike Next?”. The hub features more than 25 films from around the world that have been created by local Coca-Cola teams to continue the theme of the award-winning “Happiness Machine,” which has generated more than 3 million online views. The interactive site lets consumers search for videos by country and even vote for where they’d like to see happiness strike next.

“We weren’t trying to replace ‘Happiness Machine’ with the ‘Happiness Truck,'” said Christy Amador, Digital Marketing Manager, Global Content Excellence.  “We wanted to build on this great idea and continue to answer the question, ‘Where Will Happiness Strike Next?’ by  spreading a message of happiness around the globe. These videos from markets all over the world help us to do just that.”

Two of the new films on the hub include a version of “Happiness Truck” filmed in the Philippines and “Happiness Store,” where convenience store customers in Rio are surprised with confetti, lights, live music and more upon grabbing a Coca-Cola from the cooler. “Happiness Machine” – which cost very little to produce – proved that we don’t need to spend millions to produce winning creative, and that great ideas and content can be sourced from anywhere.

 

Happiness Truck in Rio De Janeiro

A Coca-Cola delivery truck is converted into a happiness machine on wheels delivering “doses” of happiness in the streets of Rio De Janeiro, Brazil. Where will happiness strike next?

Happiness Truck in Canada

A Coca-Cola delivery truck is converted into a happiness machine on wheels delivering “doses” of happiness in the streets of Toronto, Vancouver & Montreal, Canada. After a full day of sharing happiness, the experience culminated in a 3-city simultaneous musical celebration featuring Kardinal Offishall in Toronto, These Kids Wear Crowns in Vancouver & Duke Squad in Montreal, to celebrate Coca-Cola’s 125th Anniversary. Where will happiness strike next?

Happiness Truck in Philippines

A Coca-Cola delivery truck is converted into a happiness machine on wheels delivering “doses” of happiness in the streets of Marikina, Philippines. Where will happiness strike next?

Happiness Truck in Kenya

Happiness Truck in Malaysia

The town with a population of over 150,000 kicked off its evening with a surprise from Coca-Cola’s Semangat Truck. What a nice prelude to dinner.

Happiness Truck in Venezuela

Happiness Truck in Ecuador

Happiness Truck in India

Happiness Truck in Russia (CHRISTMAS Edition)

Happiness Truck in France (UEFA Edition and OLYMPIC Edition)

Happiness Truck in Honduras

Happiness Truck in Turkey

Happiness Truck in Naples (COKE & MEALS Edition)

A Coca-Cola delivery truck is transformed into a happiness table in a small square in Naples. Famous chef Simone Rugiati is on a mission asking people
to eat together delivering “doses” of happiness through a magic food cloche.

Happiness Truck/The Cheering Truck in Argentina (FOOTBALL Edition)

This time, Coca-Cola outfitted a special red truck with a recording booth and has been travelling around Argentina collecting the cheers of football (or soccer depending on where you are from) fans to support the Argentinean team. Fans are encouraged to record their cheer to be heard by millions.

The truck drove through 19 different provinces in Argentina as it collected the cheer of over a million different voices. On the day of the match, the Coca-Cola Cheering Truck drove into a stadium that only had room for 50 thousand fans and played the recordings of over a million fans chanting and cheering for the team. Way to rally the troop Coca-Cola!

Coca-cola has been doing some really creative marketing campaigns that have utilized a traveling truck concept (see The Happiness Truck). It’s their way of spreading happiness throughout the world…not to mention strengthening their brand!

Happiness Truck in Hong Kong (TRANSFORMERS Edition)

Happiness Truck in Mongolia

Happiness Truck in Nederland

Happiness Truck in Poland (Euro 2012 Edition)

Happiness Truck in Azerbaijan

Where will happiness strike next? Of course in Baku, Azerbaijan. A Coca-Cola delivery truck has been converted to a happiness machine, which rides through Baku streets and shares the 125 year old happiness with Azeri people.

Happiness Truck in Ucraine

Happiness Truck in Egypt (RAMADAN Edition)

Coca-Cola Egypt gives people more reasons to believe using its Happiness Truck to spread happiness and joy in Cairo making Ramadan 2011 better for all Egyptians.

Happiness Truck in Mexico


Christmas Letter for Santa: the most awarded Toys & Games Ads

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
Executive Creative Director: Gavin Simpson/Robert Gaxiola
Creative Director: Eric Yeo
Copywriter: Greg Rawson/Ross Fowler
Art Director: David Stevanov
Year: 2011
Silver Lion for the campaign
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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

Advertising Agency: Serviceplan, Munich
Executive Creative Director:Matthias Harbeck
Creative Director: Alex Schill/Oliver Palmer
Copywriter: Frank Seiler
Art Director: Sandra Loibl/Julia Koch
Year: 2011
Bronze Lion for the campaign

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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

Advertising Agency: JUNG Von MATT, Hamburg
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

Advertising Agency: Ogilvy & Mother France
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

Advertising Agency: TBWA/Madrid
Creative Director: Juan Sanchez/Guillermo Gines
Copywriter: Vincente Rodriguez
Art Director: Hely 
Sanchez
Year: 2007
Bronze Lion
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TAMIYA MODEL KITS – LightsBulb/Frog/Watermelon


Advertising Agency: Creative Juice G1/TBWA, Bangkok
Creative Director: Thirasak Tanapatanakul/Prangthip Praditpong
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)


25 Best Not-So-Christmas Ads

1 – Roeschke & Roeschke Porn Blocker – CHRISTMAS


Advertising Agency: Springer & Jacoby, Hamburg
Year: 2008
Shortlist

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 2 – Corporacao Fantastica (Production Company) – CHRISTMAS TREE


Advertising Agency: Santa Clara, Sao Paulo
Year: 2010

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3 – ESPN Telespectaculo (Cable TV) – CHRISTMAS


Advertising Agency: Ginko Saatchi & Saatchi, Uruguay
Year: 1999

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4 – Seat Altea XL – SANTA CLAUS


Advertising Agency: Atletico International
Year: 2007

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5 – St. Matthew-in-the-city – JOSEPH & MARY


Advertising Agency: M&C Saatchi, Auckland
Year: 2009

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6 – Niko Movement Detectors – SANTA IN JAIL


Advertising Agency: Mortierbrigade, Brussels
Year: 2007

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7 – SCI-FI Channel – MERRY CHRISTMAS


Advertising Agency: BETC Euro RSCG, Paris
Year: 2007

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8 – RFSU Sex Toys – SEXIER CHRISTMAS


Advertising Agency: Naked Swedwn, Stockholm
Year: 2010

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9 – Axe Deodorant Spray – SANTA CLAUS


Advertising Agency: Lowe, Sao Paulo
Year: 2005

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10 – Lawrance & Mayo (opticians retail showroom) – SANTA CLAUS


Advertising Agency: Joshbro Communications, Mumbai
Year: 2008

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11 – Tylenol – SANTA

Headline: There are some questions that are such a headache.
Advertising Agency: Vale Euro RSCG, Maxico
Year: 2009

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12 – Integrationhaus (Charity Appeal) – CHRISTMAS AD


Advertising Agency: Y&R, Vienna
Year: 2011

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13 – Omino Bianco Colour – LAUNDRY BEFORE CHRISTMAS


Advertising Agency: Publicis, Milan
Year: 2008

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14 – Stihl Chainsaws – CHRISTMAS TREE


Advertising Agency: Cummins & Partner, Melbourne
Year: 2005

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15 – Stella Artois – RUDOLF

Advertising Agency: Eye Sociedad Publicitaria, Puerto Rico
Year: 2010

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16 – Heinz Baked Beans – SANTA

Advertising Agency: Unknown
Year: 2006

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17 – Cultura (book, music, movies & games) – CHRISTMAS

Advertising Agency: DDH Bordeaux, France
Year: 2007

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18 – La Cucina Italiana (magazine) – SANTA

Advertising Agency: DLV/BBDO, Milan
Year: 2010

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19 – Fondacja Azylu pod Psim Aniolem – DOGGIE

Advertising Agency: Mather Communication, Warsaw
Year: 2010

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20 – BBQ Meat Restaurant – BUON NATALE

Advertising Agency: Saatchi & Saatchi, Milan
Year: 2010

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21 – Mooter Search Engine – SANTA CLAUS


Advertising Agency: Dentsu Kansai, Osaka
Year: 2007

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22 – Mercedes GL 500 – BE THE FIRST


Advertising Agency: Jung von Matt/Donau, Vienna
Year: 2007

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23 – Stamyl (antiflautolento y digestivo) – GAS CAMPAIGN


Advertising Agency: Maruri Grey Ecuador
Year: 2008

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24 – Pro BTP Builders Insurance – CHRISTM-ASS


Advertising Agency: Leg Agency, Paris
Year: 2007

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25 – Kit Kat – HAVE A BREAK


Advertising Agency: JWT Dubai
Year: 2006



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

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

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

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

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


Lynx Deodorant – White House


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

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






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

Axe Deodorant – Confessional


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

Lynx Deodorant – Sexual Harassment Quote


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

Lynx Deodorant – Sexual Harassment Quote


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

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


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

Lynx Deodorant – Not You Again


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

Lynx Deodorant – Hands


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

Axe Deodorant – Wedding Cake


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

Axe Deodorant – Bathroom/Sperm


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

Axe Deodorant – Nun


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

Axe Deodorant – Turn-o-matic


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

Lynx Deodorant – Train Map


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

Lynx Deodorant – Weddings


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

Axe Gravity – Gravity


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

Lynx Deodorant – Wheelbarrow/Chair/Cement Mixer


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

Lynx Shampoo – Wildest/Never Before/Thrilling


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

Lynx Deodorant – Wheelbarrow/Chair/Cement Mixer


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

Axe Online


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

Axe Deodorant – Pin-up


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

Axe Deodorant – Cards


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

Axe Deodorant – Shower


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

Axe Deodorant – Bride and Groom


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

Axe Deodorant – Effect


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

Lynx Deodorant – Pants/Jacket/Shirt


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

Axe Deodorant – Back Scratch & Sniff


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

Axe Deodorant – Heart Ass


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

Axe Deodorant – Coffea Break/Sorority/Therapist


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

Axe Deodorant – Axe Effect


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

Axe Deodorant – Snow White


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

Axe Deodorant – Babe on board


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

Axe Deodorant – New Long Lasting Effect


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

Axe Deodorant – Scratches


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

Axe Deodorant – The Swimming Instructor


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

Axe Shower – Train/Shower


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

Axe Facial Foam – Kisses


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

Axe Deodorant – Flammable Bikini


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

Axe Deodorant – Little evils


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

Lynx Deodorant – Australia/Brazil/Thailand/Amsterdam


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

Lynx Deodorant – Woman


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

Axe Deodorant – Ashtray/Broom


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

Axe Deodorant – Nuts/Pencil/Plug


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

Axe Body Spray – Family Announcements


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

Lynx Deodorant Dry – Wheather Symbols


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

Lynx Deodorant – Beer/Wood


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

Lynx Deodorant – Advent Calendar


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

Lynx Deodorant – Britney


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

Axe Deodorant – Ashtray/Broom


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

Axe Deodorant – Busker/Hobo/Bag Lady


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

Axe Deodorant – Dolls/Duck


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

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


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

Axe Deodorant – Video Store/Lingerie/Inspiration Point


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

Axe Body Spray – Show Them The Way


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

Lynx Deodorant Touch – Jeans/Zip


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

Lynx Deodorant Dry – Shirt/Tattoo


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

Lynx Body Spray – Linx Jet Campaign


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

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


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

Axe Deodorant – Snowflakes


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

Lynx Deodorant Dry – Dirty Girl


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

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


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

Axe Deodorant – It Can Happen Anywhere


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

Lynx Deodorant – “You Never Know When” Campaign


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

Axe Shower Gel – Grip Pads/Miror/Towel


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

Axe Deodorant – Santa Claus


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

Axe Deodorant – Sweeties/Teacher


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

Axe Deodorant – Peep Hole


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

Axe Deodorant – Birds Eye View


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

Run Boy Run


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

Axe Deodorant – Sweeties/Teacher


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

Axe Body Spray – Bed’s Campaign







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

Axe Deodorant – Kiss Bill


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

Axe Deodorant – Fallen Angel


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

Lynx Deodorant – Sex Letters Campaign













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

Lynx Deodorant – Click Campaign


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

Axe Deodorant – Subway Map/Contour Map/Island Print


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

Axe Deodorant – Tetris


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

Axe Deodorant – Bedtime Reading


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

Axe Deodorant – Khalid


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

Axe Body Spray – Loin Cloth/Moustache/Flag


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

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


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

Axe Deodorant – Name-Number


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

Axe Deodorant – Threesome


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

Axe Deodorant – Do Not Disturb


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

Axe Deodorant – Get a Girlfriend Campaign 2006

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

Axe Body Shower – Blowing Bubbles


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

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


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

Axe Body Spray – Females/Show’er


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

Axe Deodorant – Sperm


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

Axe Recovery Shower Gel – Bathmat/Pillows/Toilet


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

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


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

Lynx Deodorant – Clock


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

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


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

Axe Deodorant – Get a Girlfriend Campaign 2007


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




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

Lynx Deodorant – Pizza/Iron/Cup Noodle


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

Lynx Deodorant – Bonfire Night


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

Axe Deodorant – Tarzan


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

Axe Dark Temptations – Blonde


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

Axe Deodorant – Topical News


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

Axe Deodorant – Mars & Venus


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

Axe Body Spay – McCain


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

Axe Day & Night – Bar/Bellboy/Delivery


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

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

Axe Deodorant – Puppy/Baby/Wedding Ring


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

Axe Body Spray – Periodic Table


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

Axe Body Spray – Nerd


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

Lynx Deodorant – Car/Street


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

Axe Body Spray – Yearbook Picture


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

Axe Body Spray – Woman’s Day


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

Axe Deodorant – World Cup Argentina


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

Axe Shower Gel – Whip/Cream/Corset


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

Lynx Excite Deodorant – Even Angel Will Fall


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

Axe Body Spray – Tic-Tac-Toe


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

Related Post: 

Axe, Rexona, Impulse: The VegaOlmosPonce Effect

Lowe Hunt for Lynx Body Spray: The Lynx Jet Project


Ogilvy Mexico for Mattel – Little car, great unconventional ideas

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


Naturalia – The first PDF commercial in history


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