Direct Mail Dimensional, $5+ Cost-Per-Piece

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Gold

Plastic Flowerz

Agency: M&C Saatchi/Mark
Client: EMI Music

EMI Music teamed with M&C Saatchi/Mark to make the Gorrilaz album Plastic Beach stand out from the crowd — no small feat when one considers that Internet piracy has hurt both physical and digital music sales and that the band debuted a decade ago. With a budget of just $3,000, the agency sought to reach 35,000 album sales and obtain gold status, as well as to debut at No. 1 on the Australian charts. To reach these goals, the marketing team commissioned artist Jane Gillings to create 20 “relics” — unique plastic flowers made from household trash. Caples judges said the campaign was “useful and well-written,” and a “smart use of material.” Others praised the effort's creativity, saying it was a “simple, yet effective way of delivering the message rather than showing gory images,” and that it “touched my heart without dramatic photos.” One judge also said that the campaign was a “great recognition of product with dimensional you would keep.”

Executive Creative Director
Gavin McLeod

Creative Director
Hamish Stewart

Art Director
Tommy Cehak

Copywriter
Gavin Chimes

Silver

Magic Mirror

Agency: OgilvyOne Frankfurt
Client: Unilever Deutschland

Millions of body lotion samples go to waste every year. To prevent this, Dove wanted to catch the eye of hotel managers to get new customers to try the Body Milk lotion samples. The company, working with OgilvyOne, mailed hotel managers the “Dove Magic Mirror Marker,” which they could use to write a magic Dove message for their guests on their bathroom mirrors. More than 73% of the samples were used or taken home, and 14% of discount vouchers were redeemed.

CCO/Creative Director
Stephan Vogel

Executive Creative Director
Christian Mommertz

Art Director
Daniel Schweinzer

Copywriter
Marcus Pfieffer

Iron Envelope

Agency: Proximity London
Client: Royal Mai
l

A UK postal weight limit increase meant that heavier and larger items could be sent through Royal Mail using its Tracked service. The teams devised a way to raise awareness of the service and start conversations that would result in sales. It sent an oversized and weighty metal envelope to each prospect to dramatize the weight increase. The handmade envelopes featured the prospect's name and address etched into it. Within the campaign's first four weeks, it achieved a ROI of 23 to 1.

Executive Creative Directors
Duncan Gray, Caitlin Ryan

Copywriter
Marcus Iles

Art Director
Jo Jenkins

Bronze

Tamariki Ora

Agency: M&C Saatchi New Zealand
Client: Maori Television

Maori Television teamed with M&C Saatchi New Zealand to ensure key influencers were talking about its upcoming feature on child abuse in New Zealand called Tamariki Ora: A New Beginning. The company mailed a packet containing 75 children's hospital bracelets and explained its purpose. The show's ratings more than doubled the average national audience.

Executive Creative Director
Dave King

Copywriter
Nicci Doak

Art Director
James Bowman

Excess Baggage

Agency: MercerBell
Client: Australia Post

The Australia Post service allows customers to send extra baggage directly from their hotel to the airport. Working with MercerBell, the company distributed a suitcase-themed pack promoting the reduced hassle and cost of excess baggage. It used the tagline, “A new way to exceed your customer's expectations.” The service signed up 46 hotels for the service, 5.4% of the total number to which it sent the package.

Creative Director
David Bell

Art Director
Paul Critchley

Copywriter
Scott Mortimer

Finalists

Trojan Bottles
Agency: Leo Burnett Frankfurt
Client: Frankfurt Food Bank
CD: Hans-Juergen Kaemmerer

Imagine Bear Box Invitation
Agency: Design Works at BBDO
Client: HBO
CCOs: David Lubars, Bill Bruce

The Glove
Agency: Cubed Communications
Client: AMP
CDs: Dave Scott, Kate Lightfoot

Power Button
Agency: DDB
Client: AT&T
ECD: John Maxham

How Don Are You?
Agency: Draftfcb New Zealand
Client: Sky Television
ECD: James Mok

Become a Kung Flu Fighter
Agency: Rhodes Shapter
Client: The Pharmacy Guild of Australia
CD: Dale Rhodes

Money Clip
Agency: M&C Saatchi
Client: Betfair
CD: Steve Crawford

Big Meeting Mug
Agency: M&C Saatchi/Mark
Client: Optus Business
ECD: Gavin McLeod

Social Business Etiquette Guide
Agency: Ogilvy Amsterdam
Client: IBM
CD: Henk Nieuwenhuis

Experience the Design & Quality
Agency: Proximity Prague
Client: HEEX
CD: Pavel Stanek

The Best of Everything Audi
Agency: Rapp Sydney
Client: Audi Australia
CD: Scott Smith

Wind “Kite”
Agency: Salem
Client: Nextel
CD: Marcio Salem

Winter Lovers World Cup
Agency: Shackelton
Client: Cespa
ECD: Alfonso Marian

Trojan Horse
Agency: Leo Burnett/Arc Worldwide
Client: Direct Marketing Association of Malaysia
ECD: Tan Kien Eng

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