TBWA/Hunt/Lascaris – We Sent Their Briefs Back
Although TBWA\Hunt\Lascaris is well established as an above-the-line agency, our clients were yet to be introduced to the wealth of talent that TBWA\ Design has to offer. So, to get our clients’ attention, we intercepted existing above-the-line briefs and used the physical advertising brief as our canvas. Instead of answering the brief in a traditional manner, we conceptualized various designs that captured the essence of the brands, then brought them to life using only the cardboard job bags and the briefs that were attached to them. We created intricate pieces of paper art, transforming our client’s briefs into multi-dimensional design pieces. We then sent our clients’ briefs back to them, proving that TBWA\ Design can do amazing things with their briefs. Our campaign was a huge success. The design studio received their first new brief from our client just 5 days later. Even more notably, new design work in the system rose by 450% within the first 6 weeks.
Advertising Agency: TBWA\Hunt\Lascaris, Johannesburg
Executive Creative Directors: Matthew Brink, Adam Livesey
Art Director: Jade Manning
Copywriter: Vincent Osmond
Creative Director: Sacha Traest, Mike Groenewald
Design: Sacha Traest, Leigh-anne Salonika, Katleho Mofolo, Graeme Van Jaarsveld, Ilze Venter, jason Fieldgate
Typographer: Hazel Buchan
Photographer: Graeme Borchers, Des Ellis
Coca-Cola – Sharing Can
Advertising Agency: Ogilvy & Mather, Paris/Ogilvy & Mather, Singapore
Chief Creative Officer: Chris Garbutt, Eugene Cheong,
Creative Director: David Raichman, Frederic Levron, Yvan Hiot
Copywriter: Xiao An Cheng
Designer: Martin Olivier, Olivier Brechon
Technical Partner : Capital Innovation
Land Rover – The Escape Key
Jaguar Land Rover MENA is promoting the Land Rover LR4 with “The Land Rover Escape Key”, a small icon designed to replace the ESC key on desktop computer. Sent out in three batches of 800 pieces, the keys are designed to remind people at the office that there’s way to escape the every day routine of indoor business. Test driving a Land Rover LR4 is the way to find life beyond the office cubicle. The number of queries almost tripled and test drives are up by 208%.
Advertising Agency: Y&R MENA
Chief Creative Officer: Shahir Zag
Creative Director: Joseph Bihag, William Mathovani
Kit Kat – The Pillow Book
Advertising Agency: JWT, Sao Paulo, Brazil
CCO: Ricardo John
Art Director: Brunno Cortez
Copywriter: Erick Mendonça
Creative Director: Ricardo John
Marionnaud – Memory Game
Marionnaud, one of Europe’s largest perfume retailers, celebrated “10 years’ expertise in fragrance”. For the jubilee we created a very special staff incentive: the first Memory game without pictures. The cards had been finished with a fragrance coating. When rubbed, the cards released the scent of ingredients used in perfume manufacture. Rub and sniff: that was the only way to identify the pairs – but no problem for Marionnaud professionals.
Advertising Agency: Wirz/BBDO, Zurich
Executive Creative Director: Philipp Skrabal
Art Director: Barbara Hartmann
Copywriter: Marietta Mügge
FIAT – Hero Hug
Advertising Agency: Leo Burnett, São Paulo
Chief Creative Officer: Marcelo Reis
Executive Creative Director: Guilherme Jahara
Creative Director: Rodrigo Jatene
Copywriter: Caio Lekecinskas
Art Director: Rafa Oliveira
Domino’s Pizza – Domino’s Pizza Disc
Advertising Agency: Artplan, Sao Paulo
Executive Creative Director: Roberto Vilhena
Creative Director: Rodrigo Moraes
Copywriter: Tiago Trindade, Rodrigo Sanches
Art Director: Diogo Barbosa, Guilherme Grotti
Graphic Production: Bruno Werner
Megaman – Light Bulb Calendar
Advertising Agency: Grabarz und Partner, Germany
Executive Creative Director: Ralf Heuel
Creative Director: Andre Price, Jan-Florian Ege
Art Director: Andre Price, Jana Mehrgardt, Jan Riggert
Designer: Sönke Jansen
Heineken – First Interactive Bottle
Heineken embraces the start-up culture of experimentation because it knows that invention never sleeps. The brand understands that the best ‘user experiences’ tap into existing consumer behaviors and push technology into the background.
The intent of the Heineken Ignite project was to develop an idea that would create a memorable Heineken experience unlocking the power and possibilities of mobile innovation and technology.
Heineken believes that mobile innovation could offer a much more rewarding experience than just an app and embraced the challenge to think about how the product could be leveraged as an interface to the brand experience.
A prototype of Heineken Ignite will be revealed on 9 April at Milan Design Week as part of Heineken’s Lounge of the Future concept. Heineken takes its promise to “open your world” even further with the Heineken Ignite project, enhancing the organic way in which the product is used based on social interaction between beer drinkers. This innovative approach lets people be a part of the party in a whole new way and opens up possibilities in social situations.
Advertising Agency: Tribal DDB, Amsterdam
3M Earplugs – Volume Pack
The task was to develop an original promotional packaging solution that immediately conveyed the product value of 3M’s Solar Earplugs – a product targeted at end users frequently requiring effective noise protection (such as musicians and festival-goers). Solution: 3M turned the purpose of the earplugs – to reduce noise – into an original package design. The container’s cap looks like the volume knob of a hi-fi system; when opening it to reach the earplugs, one seems to be turning down the volume.
Advertising Agency: Scholz & Friends, Germany
Chief Creative Officer: Martin Pross
Executive Creative Director: Matthias Spaetgens
Creative Direction: Robert Krause, Wolf Schneider
Copy: Nils Tscharnke
Art Direction: Sebastian Frese, Ralf Schroeder
Deutsche Bank – Anamorphic Mirror
The vestibule is a narrow room of 25sqm strongly limiting the possible size of the installation. Therefore, we decided to utilise light for a radiant impact, and to expand the process of reception by making use of the visitors’ movement while approaching the area via a short staircase. Going upstairs becomes part of the experience as visitors gain increasing insights to the entry with the installation. Its concept is based on the principle of anamorphosis: what you see alters as you change your position in space. The image only fully resolves itself when seen from a particular ‘sweet spot’.
Describe the brief from the client
The redesigned corporate headquarters of Deutsche Bank in Frankfurt am Main are now housing a brand and conference area. Parts of this section are public and can be accessed directly from the spacious atrium via a staircase. Deutsche Bank commissioned us to develop an installation that references the well-known company logo, originally designed by Anton Stankowski, for the vestibule of this area. The brief was to provide an atmospheric element that would be visible to customers, visitors and employees standing at reception, as well as on the bridge connecting the building’s 2 towers.
Description of how you arrived at the final design
‘Anamorphic Mirror’ consists of a faceted mirror and blue light projected onto the opposite wall. When viewed from the ‘sweet spot’ the mirror reflects the Bank’s logo. Standing at the bottom of the stairs, visitors see seemingly random blue reflections on the mirror’s facets. As they get closer, the blue reflections begin to take shape, until they resolve into the bank’s logo upon the visitors’ reaching the stairs’ top. In this manner, an animation is created from a static surface. While getting even closer to entering the conference area, visitors are themselves reflected in the mirror and thus take centre stage.
Indication of how successful the outcome was in the market:
Since the opening on April 6 more than 20,000 visitors came to see the public part of the brand area. Board members use the overall facilities to hold receptions, functions such as HR are using it for employee activities, bank managers invite partners and clients, the press department welcomes journalists. With unobtrusive means, the dynamic and yet poetic installation ‘Anamorphic Mirror’ creates an atmospheric element with space-encompassing impact, and attunes visitors to the brand from the very beginning.
Advertising Agency: ART+COM in Cooperation with COORDINATION, Berlin
Executive Creative Director: Joachim Sauter
Designer: Simon Häcker
Project Manager: Gert Monath
Senior Art Director: Eva Offenberg
The Hälssen & Lyon – The Tea Calendar
The Hälssen & Lyon tea calendar is the first calendar in the world to feature calendar days made from tea leaves. Finely flavoured and pressed until wafer-thin, the 365 calendar days can be individually detached and brewed directly in the cup with hot water. The tea calendar was sent exclusively to selected business partners.
Advertising Agency: Kolle Rebbe, Hamburg
Executive Creative Director: Sascha Hanke
Creative Director: Heiko Schmidt and Kay Eichner
Creative: Patrick Schroeder, Julia Meissner
Hot Wheels – Don’t Drink and Drive Key Chains
Advertising Agency: Ogilvy, Mumbai, India
National Creative Directors: Abhijit Avasthi, Rajiv Rao
Senior Creative Director: Amitabh Agnihotri, Sameer Sojwal
Creative Group Head: Yogesh Pradhan
Greenpeace – Do Not Disturb
Advertising Agency: AlmapBBDO, São Paulo, Brazil
Chief Creative Officer: Marcello Serpa
Executive Creative Director: Marcello Serpa
Creative Director: Luiz Sanches
Art Director: Caio Tezoto
Coca-Cola FM – Magazine Amplifier
The piece consists in an exclusive insert for subscribers of the latest edition of the Capricho magazine which was created by JWT. Attached to the cover, the art allows readers to turn the magazine into an amplifier. Simply by rolling the magazine and inserting the iPhone tuned into the Coca-Cola FM application in the spot indicated. The final format allows the sound waves to travel in two different directions at the same time, intensifying the stereo effect created by the device. The next step is to enjoy the music.
Advertising Agency: JWT, Brazil
Red Bull – Portable Charger
We created Redbull-shaped portable charger. This Redbull-shaped charger will show its own recharging screen when they ﬁt into the gadget And the mobile webpage of Redbull will be on the screen when it is unlocked.
Advertising Agency: Hallym University, Cheonan-si, South Korea
Copywriter: Heejo Sun, Dongkyun Yu
Art Director: Minseok Go
Land Rover – Edible Survival Guide
While Land Rover vehicles can take on any obstacles in the desert, it cannot be said the same of their owners. Scorching temperatures, deadly animals and sinkholes are just a few things they might encounter. And when they venture deep into it, even the most experienced drivers can quickly succumb to the harshness of the desert. We wanted to create something that would cut through the clutter and that these people would like to keep. So we created a survival guide, which explained the basics for staying alive in the Arabian Desert, and packaged it in a way that would spur the attention of our target audience.
We researched every indigenous animal and plant, people could encounter in the Arabian Desert and how they could be used to survive. We studied the topography of the region to guide people to safety. We used a reflective packaging similar to army rations, which could be used to signal for help, and bound the book with a metal spiral, which could be used for cooking. Finally, we even took an extra step so that in case of emergency, people could always EAT the book. It was made out of edible ink and paper, and it had a nutritional value close to that of a cheeseburger.
We sent the book to 5,000 existing customers, gave it away as a supplement to the cars’ manual and made it freely available in sports shops. The initial response was very positive. And the client was so happy with the concept that they asked us to include the book as an insert in the next edition of a car magazine, with a 70,000 circulation.
Advertising Agency: Y&R, Dubai, UAE
Chief Creative Officer: Shahir Zag
Creative Director/Copywriter: Shahir Zag
Creative Director/Art Director/Illustrator: Joseph Bihag
Copywriter: Guillaume Calmelet
Designer/Copywriter: Khaled Said
IBM – Outdoor as Utility
Advertising Agency: Ogilvy France
Ricola – Ricola Music Edition
Ricola, a brand of cough drops and breath mints in Switzerland, is known for its traditional blend of thirteen natural herbs. The provision of instant relief, even to the most strained throats, is visualised with the help of the wrapping paper. The Music Edition, an illustrated release, turns the drops into the heads of suffering singers. Each and every throat appears to be constricted. However, when you unwrap a bonbon, the throat is relieved and all hoarseness disappears. Print advertising presented the five characters: Rockabilly, Pop star, Opera singer, Rapper and Punk Rocker, with the tag line, “Unwrap your voice”. The project won Gold for Package Design at the London International Awards this week.
Advertising Agency: Jung von Matt, Hamburg
Camp Nectar – Fruit Boxes (Made from Real Fruit)
General Brands in Brazil ran a two-year experimental campaign in which fruit was grown in the shape of Camp Nectar fruit boxes to promote the claim, “Made from Real Fruit”. Customized juice box molds were placed around growing fruit on an orchard in Paranapanema, producing 1,123 oranges, lemons, guavas and passion fruit with the Camp Nectar box shape. The specially designed fruit, complete with brand imprint, straw and carton flaps, were placed in supermarkets and fairs to promote the juice range. The campaign won a Gold Outdoor Lion, a Bronze Direct Lion, a Silver and Bronze Promo & Activation Lion.
Advertising Agency: Age Isobar, Sao Paulo
Sweet Enough – The Candy Room
Sweet Enough, an importer of sugar free candy products in Australia, has set up The Candy Room, a store in Melbourne designed to draw out the inner child in customers, connecting them with childhood, fantasy and fiction and of course, sweets. Black line artwork is applied on white space, supplemented with the bright colours of the sweets throughout the store.
Advertising Agency: Red Design Group
Oreo – Oreo Crumb Case
Miami Ad School students have developed a tea bag enclosure for Oreo cookie crumbs to infuse milk with Oreo flavor. The Oreo Crumb Case, developed as a student project, could go a long way. Just shake together all the crumbs left in the Oreo packet, sprinkle them into the Crumb Case, and infuse the crumbs in your tumbler of milk.
Advertising Agency: Miami Ad School
1 – ADC-UA Awards (Ukraine)/Agency: Leo Burnett Ukraine
2 – The 2002 Marketing Awards/Agency: Taxi Canada
3 – Art Director’s Club CdF 2006/Photographer Vincent Dixon
4 – The Art Directors Club CfE 2002/Bozell New York
5 – The Singapore Creative Circle Awards 1997/Leo Burnett Singapore
6 – Creative Club of Belgium (Call for entry 2005)/Agency: Duval Guilarme, Brussels
7 – The KBP Radio Awards, C.f.E 2007/Agency: BBDO Guerrera Ortega, Philippines
8 – The Art Director’s Club CdF 2009/Agency: Publicis New York
9 – Clio Awards 2004/Agency: ALMAP/BBDO
10 – The Art Director’s Club Cdf 2011/Agency: DDB New York
11 – Crèa Awards 2007/Agency: BOS, Canada
12 – The One Club Call for Entries 2007/Agency: Jupiter Drawing Room, South Africa
13 – AdAwards Call for Entries 2006/Agency: Saatchi & Saatchi, Paris
14 – ADC 92° Annual Awards/Agency: The Conquistadors Collective, New York
15 – The Tinta Awards Call for Entries 2012/Agency: Young & Rubicam Philippines
Banco do Brasil, the Latin America’s biggest bank with approximately 23 million clients, rebranded 300 of their entrance banners in nine Brazilian states to include client’s name. The rebranding was part of a bigger campaign to celebrate the fact that people were free tp change to another bank without paying an additional fee.
Banco do Brasil has 15.000 branches, and only a fraction of those were personalized, but the symbolic gesture created the sense that every Banco do Brasil client is unique. The campaign doubled the number of new accounts and spawned spontaneous media coverage.
Advertising Agency: ARTPLAN, Rio de Janeiro
Creative Drector: Roberto Vilhena
Copywriter: Gustavo Tirre, Daniell Rezende
Art Director: Marcos Hosken, Sergio Carvalho
The most recent experiential stunt from Sprite Brazil’s long-running “Refresh Your Ideas” campaign is a powerful shower on the beach in Rio de Janeiro that looks like a drinks dispenser. This is such a simple idea and is bound to get people thinking about how refreshing it would be to have some Sprite after a sweltering day on the beach.
This video is also a good way to start a viral campaign and gain some fans in their international Facebook page which already counts 8,4 millions followers. The campaign is growing quickly on Twitter right now, a lot of positive opinions are being shared via tweets.
Four men transport a heavy box with precious contents to a waiting ship. The box survives lots of dangers and finally arrives safe. Unfortunately the ship is the Titanic.
Advertising Agency: DDB Needham, Netherlands
Der Spiegel Magazine
Gradiente Home Theatre
Titanic Food Festival
Priya Village Cinema
In a scene reminiscent of “Titanic”, the workers in an office try to fix a broken shelf.
Advertising Agency: Dentsu, Tokyo
Meio & Mensagem Magazine
Citroen XSara Picasso
This series show the problems when you play a DVD player. It then recommends a Soken DVD player instead. The office girl talks to her friend at the elevator about the ‘Titanic’ DVD she saw yesterday. However, she isn’t speaking smoothly. Why? Because her DVD player can’t play smoothly either.
Advertising Agency: EURO RSCG Flagship, Bangkok
Sony Wega Home Theatre
L’Equipe Sport Magazine
Dakino Film Festival
A ship, a man, a woman. Ship sinks. Man dead. Woman alive. Watch Hollywood’s legendary blockbuster “Titanic” in 30 seconds. Short and fun. Just like the VW Fox.
Advertising Agency: DDB Dusseldorf
LG Home Theater
We see the memorable scene where the Terminator is going to be melted in the industrial plant, everything occurs as normal, but the soundtrack we hear is “My Heart Will Go On” from Titanic. In the credits we read “Terminator or Titanic? Take Both, Tuesdays 2X1 at BlockBuster”
Advertising Agency: BBDO Guatemala
Panasonic Veira Plasma TV
Montex Carbon Paper
Utopia Groups Cinema
McDowell’s Diet Mate Whisky
Toys ‘R Us
Kaercher (immersion pump)
RIOS Illustration Studios
Show Off Film
Rocklets Chocolate Candies
We see the Titanic sailing over the dark waters of the Atlantic Ocean. In the crow’s nest there’s a watchman, personified by a Yellow chocolate Rocklets. Suddenly, he spots a huge iceberg and informs the other Rocklets who desperately trie to alert the Captain. As soon as he takes off to do so, a huge human hand takes it away and eats it. The Rocklet was never able to inform the ship that it is about to crash into an iceberg. Super: The beginning of the history of a Rocklets is very close to the end.
Advertising Agency: Leo Burnett Argentina
Iffco Financial Service
The first all Arabic movie channel makes its take on ‘Titanic’.
Advertising Agency: Leo Burnett Cairo
Washin Bifocal Glasses
The objective of the promotion
The objective of this promotion was to communicate and to create an interest around the launch of the new Jeep Grand Cherokee 2011. To do that, we needed to reach the target audience for the car – people with an adventurous profile – in a striking manner. We wanted to explore the adventurous side of these people in an unusual way and to encourage them not only to buy the car, but also to live the adventures with it.
People who love Jeep also love adventure. That was the starting point of our thinking. So, in order to reach the Jeep Grand Cherokee’s adventurous consumer, we sent boxes containing objects from very distant places: rocks from Patagonia, twigs from the Peruvian Amazon rainforest and water from a lake in Tierra del Fuego. Along with the objects, we also sent the exact coordinates for the objects’ places of origin and a proposal: return the rock, twig or water to where they came from, traveling this route by Jeep. Whoever actually made that trip would have all the hotel costs paid by Jeep.
The promotion gave people the chance to do something they love: facing an adventure. Unlike a common promotion, the box people received didn’t have a gift, but an object that should be returned. Therefore what people really got was an excuse to take the car and make their way to where the box contents should be returned. As a further motivation, Jeep would agree to pay for the lodging of the ones who faced the adventure. Linking Grand Cherokee 2011 with this adventure was the best way to introduce it to this audience.
The client had a high response rate: 30% of total people who received the boxes got in contact for more information about the car. And 12% of people actually bought the new Jeep Grand Cherokee 2011. This is an impressive figure, since the result the client used to get with similar actions was never more than 5%.
Advertising Agency: Leo Burnett Brasil
Creative Director: Ruy Linderberg
Art Director: Alexandre Pagano
Copywriter: Cesar Herszkovicz