Social Media

Share this content:


The best job in the world/Single consumer

Agency: SapientNitro
Client: Tourism Queensland

Tourism Queensland was in a bind. Consumers booking island vacations were often looking beyond the Great Barrier Reef to locations such as Greece, the Maldives and Hawaii. Agency SapientNitro decided to draw attention to the area by offering the best job in the world — “island caretaker.” The contest launched in January 2009, offering a paid ($150,000 AUS) position for six months. Applicants from around the world — nearly 35,000 of them from 20 countries — entered by sending 60-second video applications. Because applicants needed to demonstrate knowledge of the area, they were forced to learn more about the Reef region, thus raising awareness of the destination. The winner was Ben Southall, a diving and sailing enthusiast from the United Kingdom. Southall reported on his experience through blogs, photos and video diaries celebrating the islands. The campaign garnered plenty of worldwide attention, and news articles covering it are still searchable on Google. Not bad for a budget of less than $2 million.

Art Directors
Cristian Staal, Ralph Barnett

Creative Directors
Nancy Hartley, James Burchill

Account Directors
Anne-Maree Wilson, Adam Form, Edwina Gilmour

National Strategy Planning Director
Darren McColl

Senior Digital Producer
Jason Kibsgaard


Whale shark gamble/Single nonprofit

Agency: BBDO Proximity, Singapore
Client: Sea Shepherd Conservation Society

When sea animal advocacy group Sea Shepherd Conservation Society learned that Singapore casino Resorts World was going to acquire a whale shark (an endangered species) for display in a tank, it wanted to raise public awareness against the move. BBDO Proximity created a Facebook application where concerned citizens could bet on how long the whale shark would survive in captivity, showing that the casino was “gambling with the animal's life.”

Executive Creative Director
Jagdish Ramakrishnan

Digital Creative Director
Jonathan McKenzie

Art Directors
Gregory Yeo, Edwin Poh

Doritos white bag/Single consumer

Agency: Proximity BBDO, Canada
Client: Frito-Lay, Canada

Frito-Lay Canada ran a campaign with Proximity BBDO inviting consumers to create and market a new flavor of Doritos. A Super Bowl ad and online marketing drove consumers to for details about the contest and the $25,000 prize. On the site, people uploaded their ad ideas and rated others. The winner — Ryan Coopersmith's “Scream Cheese” — aired on national TV at the end of the six-week campaign.

Creative Directors
Ian McKellar, John Gagne



Mark on AirTran
Aspen Marketing Services

AirTran Airways
Acct Exec: Heather Dueitt

Join the quitters
BBDO Proximity, Singapore

Johnson & Johnson Pte Ltd
CD: Jon Pye

Connect Mr. Fong
Ogilvy & Mather, New York

ECD: Susan Westre
Wunderman, Sydney

Microsoft Australia
CD: Matt Batten

Mystery packages
Proximity, London

Head of creativity and innovation: Debi Bester

Can you make it!?
Red Urban GmbH, Munich

Red Bull GmbH
ECD: Andreas Klemp

Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here