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Resistance retribution (Start an epidemic)/Single business

Agency: TBWA\Whybin\Tequila New Zealand
Client: Sony Playstation

The creative minds at TBWA\Whybin\Tequila New Zealand took the idea of viral marketing seriously when they designed a dimensional direct mailer for Sony Playstation showing the “infectious” nature of a new game. Game reviewers play a big role in the highly competitive video game market, with positive reviews capable of generating hype and consumer excitement for certain games. Sony Playstation was looking for a way to encourage this influential group to talk about Resistance Retribution, the latest installment in its popular Resistance video game series. The game is the first in the series for Sony's handheld device, PSP, and has cross-platform functionality with Playstation3. TBWA\Whybin\Tequila's strategy for grabbing the attention of game reviewers included creating a military-style medical testing kit. Inside, the kit contained a simple pH level test which reviewers were invited to administer before and after playing Resistance Retribution to “test themselves for infection.” The second tests were rigged to show that recipients had been infected by the game. To support the idea that something contagious was inside the mailers, the kits were hand-delivered by a team dressed in biohazard suits complete with gloves and masks. The campaign generated significant buzz among New Zealand's gaming media, with coverage on TV, in print and on the Internet.

Creative Directors
Ron Fielding, Tracey Fox

Copywriters
Adam Taylor, Matt Watts

Art Directors
Antony Bell, Kurt Strong

SILVER

Tape recorder/Single business

Agency: M&C Saatchi/Mark
Client: Optus

Optus Communications asked M&C Saatchi/Mark to help it set up face-to-face appointments with big business technology decision makers, a notoriously difficult audience to reach. In order to convince the CIOs at 100 major organizations across Australia that their current network is outdated, the agency mailed key contacts a box wrapped in faux '70s packaging and promising the latest in advanced voice technology inside. Instead, recipients found an old Panasonic tape recorder with an analogue cassette. When recipients hit play, the voiceover, with '70s music in the background, explained that just like this tape recorder, their network is past its “use-by” date and if they really want the latest in communications technology, they need Optus' Virtual Private Networks solution. The effort had a 30% response rate.

Creative Director
Gavin McLeod

Head of Copy
Hamish Stewart

Copywriter
Josh Bryer

Art Director
Alex Booker

BRONZE

Elusive breeds/Single business

Agency: DDB
Client: The Financial Times

After advertising revenue took a big hit in 2009, the Financial Times needed a way to reach media buyers with engaging and useful information while showing that the newspaper is the choice for targeting high-net-worth individuals. DDB created an “Elusive Breeds” spotting guide, fashioned after a bird-spotting guide, showcasing the Financial Times' audience as various breeds of upscale consumers. It highlighted each breed's characteristics, such as which publications they “feed on.” The guide was mailed to media buyers

Executive Creative Director
Guy Bradbury

Art Director
Darren O'Beirne

Copywriter
Jonathan Meatyard

Boot polish/Business campaign

Agency: Draftfcb New Zealand
Client: Genesis Energy

Genesis Energy needed a way to get farmers attending a New Zealand agricultural exhibition interested in talking energy instead of tractors and hay balers. Draftfcb New Zealand took the humorous route, sending attendees a branded tin boot polish so they could wipe the manure off their boots before heading over to the Genesis Energy stand. It worked; the company had its best year ever at the annual farming event.

Executive Creative Director
James Mok

Creative Director
Tony Clewett

Art Director
Iain MacMillan

Copywriter
Antony Wilson

The tragic direct mail piece/Single business

Agency: Draftfcb New Zealand
Client: Genesis Energy

Draftfcb successfully brought the passion and drama inherent in opera to people's mailboxes with a campaign for Genesis Energy, a sponsor of the opera in New Zealand. Genesis Energy wanted to invite business VIPs to opening night of a Russian opera with a famous duel scene. The invitation included a bullet shot from a Russian firearm made in the 1800s. Respondents received their tickets in an envelope shot through with the same firearm.

Executive Creative Director
James Mok

Creative Director
Tony Clewett

Art Director
Iain MacMillan

Copywriter
Antony Wilson

FINALISTS

Kool discovery program influencer seeding kit
Agency
Ogilvy Action Japan

Client
British American Tobacco Japan
ECD:
Mark Collis

Sausage and bread en bloc.
Agency
Agentur am Flughafen

Client
Vision Studio
CD:
René Eugster

Loud Enough (You can never be too careful)
Agency
TBWA\WHYBIN\TEQUILA New Zealand

Client
Logitec
CD:
Ron Fielding, Tracey Fox

Toolbelt
Agency
Ogilvy & Mather, Australia

Client
Foxtel
CD:
Simon Bloomfield

What to fix state-of-the art aircraft?
Agency
AIM Proximity

Client
Royal New Zealand Air Force
CD:
Brett Hoskin

Foosball 09 invite
Agency
BMF

Client
Radar Recruitment
CD:
Dylan Taylor

Valentine's day?
Agency
Shackleton

Client
NBC Universal — Calle 13
General CD: Juan Nonzioli

Giants
Agency
Salem

Client
Comunique-se
CD:
Marcio Salem

Two-up
Agency
Rapp, Sydney

Client
AUSTAR
CD:
Paula Keamy

An unusual reliability test
Agency
OgilvyOne Worldwide GmbH, Frankfurt

Client
LFT, Lufthansa Flight Training
ECD:
Michael Koch

Get away from it all
Agency
Proximity BBDO, France

Client
Maeva
ECD: Bruno Moreira

Concrete envelope
Agency
Y&R

Client
Microsoft New Zealand
CD:
Vaughn Davis

Head & heart - the 12 chapters of balance
Agency
OgilvyOne Worldwide GmbH, Frankfurt

Client
HMD Druck
ECD:
Michael Koch

ADT meat pack DM
Agency

JustOne

Client
ADT Security
CD:
Drew Ayers

Heavyweight
Agency
OgilvyOne, Sydney

Client
Foxtel
CD:
Simon Bloomfield

Car art
Agency
Proximity BBDO, Belgium

Client
Mercedes-Benz Belgium

Relations 2.0
Agency
Proximity, Portugal

Client
CTT - The Portuguese Post Office
CD: Nuno Duarte

The yellow art awards
Agency
AIM Proximity

Client
The Yellow Pages Group
CD: Dave King

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