Agency: CP Proximity
Spanish agency CP Proximity wanted to wish people a “Merry Christmas” and help ease the effects of the financial crisis. The agency found that the word “Crisis” outnumbered “Christmas” 187 million to 40 million in Google.es results, so it set out to help even the score. Its solution was Noogle, a search engine that showed only Christmas-related results. The agency encouraged bloggers to both use the word Christmas and mention the search engine, and asked Noogle users to post Christmas-related comments in social media forums. After a month, search results for “Christmas” increased 160%, admittedly due in part to the holiday's approach. Noogle drove the number of results up by 6,000, due to 10,000 visits and 100 blog mentions.
Executive Creative Director
E-strategic Planner and New Media Director
Juan Manuel Ramirez
An enviable position/Single business
Agency: Proximity, Portugal
Portugal's BBDO Group, consisting of ad shop BBDO, direct marketing arm Proximity and design specialists RMAC, wanted to strengthen its reputation as the most awarded agency in Portugal. Playing off what the agency describes as unfounded envy-fueled negative press, mostly from anonymous blogs, Proximity sent voodoo dolls of its chairman, João Wengorovius, labeling him “É invejável,” or “It's an enviable position.” The doll and three pins – gold, silver and bronze – accompanied weekly industry publication Meios&Publicidade. Subscribers were directed to www.e-invejavel.com, which received about 3,000 visits. The effort was clearly successful. One day after the campaign launched, Wengorovius was sent to the hospital with back pain.
Chief Creative Officer
Nuno Duarte, Paulo Monteiro
Party for food/Single business
Agency: Proximity BBDO, Belgium
Proximity BBDO has a tradition of hosting a New Year party for clients, vendors and staff. The economic climate last year made the usual gathering difficult, but the agency did not want to forego the customer relationshp benefits and solidarity the get-together offers. To justify the party, Proximity didn't just cut corners; it reduced the budget down to nothing and donated all proceeds from the party to Povorello, a non-governmental organization based in Brussels that aids the homeless. Proximity employees performed all tasks, from hand-writing the 450 invitations on donated cardboard to cooking and dishwashing at the event to managing the toilet facilities at the event. 11,850 euros were raised for Povorello.
Proximity BBDO Team
Bush bye bye party/Business campaign
For its annual holiday card, Spanish agency Shackleton looked just beyond the two largest media stories from 2008, which were Barack Obama's election and the global financial crisis, and capitalized on a related story: George W. Bush's last full day in office, January 19th. The agency launched and highlighted in its holiday card a global farewell party. At www.bushbyebyeparty.com, visitors could download invitations, music and cocktail recipes. Visitors could set up private, public or virtual parties, and 500 souvenir wristwatches were sent out, including one to President Bush himself. Five promotional spots posted online generated 1500 parties in 317 cities in 50 countries.
Executive Creative Directors
Juan Silva, Alfonso Marian
Dm Creative Director
Pablo Gonzalez de la Pena, Victor Aguilar, Nacho Guillo
Audiovisual Production Manager
Graphic Production Manager
Aim Xmas card
CD: Dave King
The place for daily recognition
Art director: Tom Crimp
CD: Dylan Taylor
Draftfcb Partners Werbeagentur Ges.m.b.H.
CCO: Bernd Fliesser