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SILVER

60 years of human rights/Consumer single

Agency: OgilvyOne Worldwide GmbH, Frankfurt
Client: ProAsyl

Sixty years ago, the Universal Declaration of Human Rights was drafted. As history shows, rights only persevere if everyone is prepared to stand up for them. The charity ProAsyl tasked OgilvyOne Worldwide GmbH, Frankfurt with reminding consumers that they should not take these rights for granted. The e-mail was designed in a way that certain portions appeared censored, reminding recipients of the danger of vanishing rights. The average click-through rate on proasyl.de rose by 28%.

Executive Creative Director
Michael Kutschinski

Creative Directors
Dr.Ulf Schmidt, Uwe Jakob

Copywriter
Ralf Schulte

Junior Art Director
Anahita Khosravi

Art Director
Nicole Holzenkamp, Thilo Friedrich

BRONZE

The upside down e-mail/Consumer single

Agency: Famous, Brussels
Client: Plopsaland

Theme park Plopsaland introduced a new rollercoaster with several loops: The Anubis Ride. It wanted to promote the ride to frequent visitors. Its agency Famous created an email to communicate the experience of the new ride by itself appearing upside down. Of the 400,000 previous visitors to the amusement park, 18% responded.

Creative Directors
Christophe Ghewy, Tim Driesen, Joeri Van Den Broeck

Black or white?/Consumer single

Agency: Wunderman, Germany
Client: Land Rover

There are only two ways to buy Range Rover's sport luxury vehicle: in black or in white. Everything else about the Land Rover is identical. Agency Wunderman sent two e-mails to prospects. The subject lines formed the question “Black… or white?” Each e-mail contained an offer for the vehicle, thus mimicking the experience of shopping for the vehicles — choosing black or white on the outside, knowing what the interior holds.  Ninety-six percent of recipients read both e-mails. The total open rate of 43% doubled Land Rover's standard.

Executive Creative Director
Erik Backes

Creative Director
Wolfgang Geis

Copywriter
Gregor Burk

Account
Vanessa McKay

FINALISTS

 

Tower stolen image
Agency
AIM Proximity
CD:
Dave King

‘Think. Dream. Imagine' Invite
Agency
Draftfcb, Cape Town

Client
Santam
CD:
Glynn Venter

Baby made on board
Agency
Proximity BBDO. Belgium

Client
Dodge

Ardb eg blasda –A tricky game of tipple toppling
Agency
Story

Client
The Glenmorangie Company
CD:
Dave Mullen

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