Free-Bee / Single consumer
Client: Commonwealth Bank
College freshmen want to spend their orientation week having fun, meeting people and getting a little wild before hitting the books — and so does Free-Bee. Free-Bee, who doesn't look too far out of college himself, was designed by Commonwealth Bank (CBA) and agency BMF. He's the face of CBA's Student Options package, which provides student deals. Orientation week is the perfect time to make offers to new students, so Free-Bee was there — on calendars, billboards and pamphlets — to explain the deals and show that CBA could relate to students. Something about that sunny yellow t-shirt spoke to students, who responded in record numbers to the offer. In all, 83,074 students applied for the Student Options package — 20% above the bank's goal. Of those, 53,128 opened Streamline accounts, and 60,492 opened NetBank Saver accounts.
Also placed Bronze in the Interactive category.
Associate Creative Director
Menu / Single consumer
Agency: Clemenger Proximity Melbourne
Client: Dog Aid Australia
Often, it is the viewing of shocking or jarring images that can provoke support for a cause. That was the notion behind Clemenger Proximity Melbourne's campaign for nonprofit Dog Aid Australia. The organization set up an online petition to oppose a Korean bill that would legalize the dog meat trade in Korea, where each year 2 million dogs are slaughtered and eaten illegally. To garner support from Australian citizens to sign the petition, the agency made up mock takeout menus to leave on resident's doorsteps in affluent suburbs. The caveat: instead of listing food choices, the menus featured dog on them, and drove readers to the online petition. Needless to say, seeing a Chow Chow and other breeds on the menu sparked a reaction. Since the campaign started in June 2008, Web site traffic at the online petition has increased 450%, from 200 hits to 900 hits per month.
Executive Creative Director
Tan Gout Nee
Cluster bomb drop / Single nonprofit
Agency: Draftfcb New Zealand
Client: Aotearoa New Zealand Cluster Munition Coalition
This effort proves that leaflets can make an impact. When an international conference to ratify a treaty on the banning of cluster bombs came to New Zealand's capital city of Wellington, Draftfcb New Zealand and the Aotearoa New Zealand Cluster Munition Coalition needed the country's residents to support the ban. But, getting New Zealanders to oppose a weapon they didn't know existed was a challenge. The agency dropped 30,000 bomb-shaped leaflets from a plane over the city. The leaflets gave information about the dangers of cluster bombs, and also doubled as petitions to the New Zealand Minister of Defence. Thirty-four percent of the leaflets were signed and mailed. Making people aware of the harsh reality of cluster bombs through a marketing piece proved highly effective.
Also placed Bronze in the DM Flat category.
Basketball league / Single business
Agency: Proximity TTP
Client: SA Corporate Basketball League
One might consider the typical after-work hangout for a young professional to be a bar, but the South African Corporate Basketball League had a healthier alternative in mind. The tear-off posters created by Proximity let working folks in that country know there was a new opportunity for them to sign up and try out for a basketball league. The posters generated a huge interest though telephone response in the league and asked potential players to call in, using an easy-to-remember phone number. Even more central to the push was the placement of the posters. By placing them up very high, interested players had to reach for their chance to try out — and they caught the eye of the those already suited for slam dunks.
Matthew vand der Valk
Black print / Single consumer
Agency: Ogilvy Australia
Insert programs certainly have evolved over time, but they have never looked like this before. Kodak Express was sponsoring Earth Hour, a Sydney-based program that asked people to turn off their lights for an hour to recognize the sacrifices that must be made to reduce greenhouse emissions. Ogilvy & Mather Australia inserted a pitch-black “picture” into Kodak Express customers' picture envelopes, informing them that the company supported the initiative. The insert included the date and time at which lights across the city would be turned off, as well as logos of other sponsors and the Earth Hour logo.
World Book& Copyright Day
Draftfcb - Cape Town
Van Schaik Bookstore
Cut finger insert
G2 New Zealand
Take Me Home
Sydney Dogs &
Food Standards Agency
BBC TV Licensing
“How to grill a salesman” Poster
Executive Creative Director