From Coke to Mikado – Don’t Underestimate the Power of a Red Button

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Mikado – Resistance Test

Advertising Agency: Buzzman, Paris, France
CEO / Creative Director: Georges Mohammed-Chérif
Art Director: Louis Audard
Copywriter: Tristan Daltroff
Art Director Assistant: Clément Séchet
Year: 2013

 

TNT TV Channel – Dramatic surprise on an ice-cold day

Advertising Agency: Duval Guillaume Modem, Brussels
Creative Director: Geoffrey Hantson, Katrien Bottez
Copywriter: Dieter De Ridder
Art Director: Ad Van Ongeval
Production Company: Czar
Director: Koen Mortier
Year: 2013

 

Fantastic Delites – How Far Would You Go?

The Delite-o-matic is an interactive vending machine that dispenses free packs of Fantastic Delites simply by pushing a button hundreds of times or by performing challenges. The Delite-o-matic was put out on the streets to prove that because Fantastic Delites taste so good, people will go to incredible lengths to get their hands on them.

Advertising Agency: Clemenger BBDO, Australia
Creative Director: Karl Fleet
Digital Creative / Art Director: Oliver Prenton
Digital Creative / Copywriter: Matt O’Grady
Year: 2012

 

TNT TV Channel – Big Red Push Button

To launch the high quality TV channel TNT in Belgium we placed a big red push button on an average Flemish square of an average Flemish town. A sign with the text “Push to add drama” invited people to use the button.

Advertising Agency: Duval Guillaume Modem, Brussels
Creative Director: Geoffrey Hantson, Katrien Bottez
Copywriter: Dieter De Ridder
Art Director: Ad Van Ongeval
Production Company: Czar
Director: Koen Mortier
Year: 2012

 

Coca-Cola – Happiness Truck

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?

Advertising Agency: Definition 6, Atlanta
Year: 2011

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Five good reasons to drink milk

Conference of Australian Milk Authorities – RETIRED/MILKMAN (Legendary Stuff Campaign)
An elderly couple fondly kiss goodbye. He moves to another house. We read: “Roger Daly. Age 67. Retired Milkman.” He passionately embraces another elderly housewife. We read the words: “Milk. Legendary Stuff.”
The supers read: “It was never the postman, the plumber or the insurance salesman.” We reveal a man kissing a passionate housewife goodbye. “It was always the milkman.” He drinks his milk. “Milk. Legendary stuff.”
Advertising Agency: Clemenger BBDO
Creative Director: Antony Shannon
Copywriter: Tony Greenwood/Sarah Barclay
Art Director: Tony Greenwood/Sarah Barclay
Production Company: Window Production, Australia
Director: Ray Lawrence
Year: 1998
Gold Lion for the campaign

Conference of Australian Milk Authorities – RUNOUT
There is nothing more frustrating than running out of milk in the morning. When a robber gets in the way at a milk bar, a frustrated mother whacks him with the two-litre pack.
Advertising Agency: Clemenger BBDO
Creative Director: Antony Shannon
Copywriter: Tony Greenwood/Sarah Barclay
Art Director: Tony Greenwood/Sarah Barclay
Production Company: Cloudbreak Film, Australia
Director: Les Sharpe
Year: 1999
Gold Lion

California Milk Processor Board – BIRTHDAY
This spot features a young boy with prophetic powers. On his way to a birthday party with his
father, he uses his powers to help them avoid potential disaster. At the party, he senses yet another impending catastrophe, but the guests at the party choose to ignore his warnings…
Advertising Agency: Goodby, Silverstein & Partners, San Francisco
Creative Director: Jeffrey Goodby/Rich Silverstein
Copywriter: Colin Nissan
Art Director: Sean Farrel
Production Company: Biscuit Film, Los Angeles
Director: Noam Murro
Year: 2003
Gold Lion

Flemish Milk Board – JUMPERS/FREESTYLER

Drink milk now for later
With a new TV campaign, the Agricultural Marketing Board of Flanders wants to stimulate the consumption of milk.
The commercials build on how we all see our future: we all want to grow old, but we don’t want to feel old. That’s why everyone is already investing today in tomorrow, through pension funds and anti-wrinkle lotions. You can also invest in your resistance by starting to drink milk on a daily basis. Hence the new claim of the campaign: drink milk now for later.

Insights, Strategy & the Idea
With a new campaign, the Agricultural Marketing Board of Flanders wants to stimulate the consumption of milk.
Too few people drink milk, especially young people. We needed to find a reason for them to start drinking milk again.
Creative Execution
The commercials build on how we all see our future: we all want to grow old, but we don’t want to feel old. That’s why everyone is already investing today in tomorrow, through pension funds and anti-wrinkle lotions. You can also invest in your resistance by starting to drink milk on a daily basis. Hence the new claim of the campaign: drink milk now for later.
First, we launched a tv and cinema campaign. Then online, we invited people to upload their own danceclip so they could dance in their own milk commercial. The most popular commercial was aired on 4 national television stations.
Results and Effectiveness
The website and online campaign led to dozens of homemade and unique milk commercials, spread via blogs, twitter, facebook and dance communities.

Advertising Agency: Duval Guillaume, Brussels
Creative Director: Katrien Bottez
Copywriter: Hans & Raoul
Art Director: Hans & Raoul
Production Company: Latcho Drom, Brussels
Director: Manu Coeman
Year: 2009
Bronze Lion for the campaign


Carlton Draught – Total Epic Experience

2005 – Big Ad. An epic send-up of big budget ads, featuring a cast of thousands. Song lyrics: “It’s a big ad / very big ad/ it’s a big ad we’re in./ It’s a big ad/ my God it’s big/ can’t believe how big it is/ it’s a big ad for Carlton Draught / It’s just so freaking huge! / It’s a big ad/ expensive ad! / This ad better sell some bloooooody beer.

The making of Carlton Draught’s Big Ad

Advertising Agency: George Patterson Y&R
Executive Creative Director: Cezary Skubiszewski
Creative Director: James McGrath
Copywriter: Ant Keogh
Art Director: Grant Rutherford
Director: Paul Middledich
Production Company: Plaza Films, Sidney

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2007 – FlashBeer. A send up of 80’s dance movies, specifically the film Flashdance.

Advertising Agency: George Patterson Y&R
Executive Creative Director: Barry Stewart
Creative Director: James McGrath
Copywriter: Ant Keogh
Art Director: Grant Rutherford
Director: Paul Middledich
Production Company: Plaza Films, Sidney

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2008 – SkyTroop. Miles above a sports stadium, a massive cargo plane jettisons a 50-foot-high steel ‘glass’ of Carlton Draught which tumbles earthward. From this vessel, hundreds of guys wearing bright yellow jumpsuits parachute out creating various formations to an adoring crowd below. The team land successfully; however the massive ‘glass’ misses the stadium and goes on to wreak havoc in the surrounding suburbs. Cut to a “pack shot”: the 50 foot glass of Carlton Draught jammed into the side of a house. Tagline: Made from beer.

Advertising Agency: Clemenger BBDO Melbourne
Executive Creative Director: Nigel Scott/Michael Hedges
Copywriter: Ant Keogh
Art Director: Grant Rutherford
Director: Paul Middledich
Production Company: Plaza Films, Sidney

SkyTroop AFL Aerial Footy. Carlton Draught Skytroop take footy to new heights in the AFL’s 150th year

Drop The Bomb, the interactive promotion



Describe the objective of the promotion
After Carlton Draught’s success with the ‘Skytroop’ TVC, we were asked to create an interactive promotion, which leveraged this imagery.
Describe how the promotion developed from concept to implementation
Contestants donated their crappy old car (the ‘bomb’) during a two week radio promotion hosted by Australia’s most popular drive-time radio team, “Hamish and Andy”. The audience decided the winner (Gill) by voting online on the worst ‘bomb’. A second contestant (Bill) was chosen via an on-pack promotion. It was Bill’s job to decide when to drop Gill’s car out of a plane flying at 14,000 feet. The deal was, if he hit a 1km target on the ground, he won $100,000. If he missed, he and Gill got nothing.
Describe the success of the promotion with both client and consumer including some quantifiable results
Highest March sales in history. Every free-to-air national news show aired the story at prime time.
$1.29 million of unpaid media was acheived. For two days Hamish & Andy devoted their entire two hour, prime-time show to the promotion.
Daily audience: 992,000. New records for the Hamish & Andy show. 200,000 video downloads in two days. 1,230,000 unique web impressions over a three day period. On pack entries: 53,748. Cars donated: 163
Explain why the method of promotion was most relevant to the product or service
Promoted on in-store posters, cartons and the web, the contestants entered online using a unique code found on Carlton Draught cartons. On the day of the drop, six 90 second webisodes streamed live from the Hamish and Andy website, watched by 992,000 people each day. Viral films followed online. The target market was 18 to 40 year old urban, educated guys who want to enjoy life by having a balance between work and play. Carlton Draught has begun to be synonymous with large scale, funny, dumb stunts.

Advertising Agency: Clemenger BBDO Melbourne
Executive Creative director: James McGrath
Copywriter: Ant Keogh
Art Director: Grant Rutherford
Director: Ant Keogh/Karl Von Moller
Production Company: Hub Plus

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2007/2008/2009/2010 – Carlton Draught Plastic Cup promotion





Describe the objective of the promotion

After Carlton Draught’s success with the “Big Ad” (which featured thousands of men in robes running around a field carrying beer), we were asked to create an interactive promotion, which leveraged this imagery.
Describe how the promotion developed from concept to implementation
We devised a national media event to rival the famous Melbourne Cup Horse Race. Our team negotiated with the Spring Racing Board to stage a tongue-in-cheek race during what is considered a prestigious horse racing carnival. “The Carlton Draught Plastic Cup” was created.
A televised event, 18 contestants competed for $100,000 first place prize money. They were disqualified if they finished the race with less than 200ml of beer in their plastic cup. Held on the home-straight, it has become the largest prize for any foot race in Australia.
Explain why the method of promotion was most relevant to the product or serviceE
Carlton Draught is the sponsor of the Spring Racing Carnival. We hijacked the event, which our target audience was already attending, and leveraged the brand’s values: being real and down to earth. The target market was 18–40 year old urban, educated guys who want to enjoy life by having a balance between work and play. Promoted on in-store posters, cartons, the web and television, the campaign also received $3.5m in free TV & radio media support. Contestants entered using an SMS code found on Carlton Draught cartons. Qualifiers won a place in the race and the chance to win the $100,000.

Advertising Agency: Clemenger BBDO Melbourne
Executive Creative director: James McGrath
Copywriter: Ant Keogh
Art Director: Grant Rutherford

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2010 – Carlton Draught – Magnatron promotion



Clemenger BBDO, Melbourne built Australia’s biggest game outside Australia’s biggest game. Constructed in front of the famous MCG stadium, Magnatron was a ten-story high 42-ton version of a ‘skill tester’ arcade game. With a 30 metre high crane and a giant electromagnet. Over a $100,000 in prizes were contained within a 20 metre prize box in 14 custom-built prize cages. Winners were elevated 8 metres into the air in a scissor lift, where using controls identical to what youâd find on a regular skill tester, they controlled the movement of the crane and triggered the decent of the magnet. 100,016 people who attended the Grand Final saw the spectacle of a 1.5 ton Toyota Hilux being lifted twenty-eight metres into the air. Not to mention the 3.4 million who saw it on live television.

Advertising Agency: Clemenger BBDO, Melbourne
Account Director: Michael McKeon
Executive Creative Director: Ant Keogh
Art Director: Seymour Pope
Copywriter: Luke Thompson
Exec Agency Producer: Sonia Von Bibra
Producer: Jason Byrne
Experiential Agency: Traffik
Photographer: Alex Aslangul

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2011 – Slow Mo