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Silver

Back to black / Single consumer

Agency: DDB Germany, Hamburg
Client: Schwarzkopf HENKEL KGaA

Men pretend they don't care as their hair starts graying; they don't want to seem vain. Secretly, many want their old hair back. Schwarzkopf Re-Nature, a hair pigmentation cream, wanted to show customers that it related to their dye worries. Agency DDB Germany, Hamburg, created the Back to Black mailer. It started subtly with grey writing that darkened slowly to black. The text of the mailer started timid and meek, and as the color grew bolder, so did the tone, showing the product increased confidence. Men liked the idea of a dash­ing look — 9.4% of recipients ordered samples.

Executive Creative Director
Martin Drust
Hans Albers

Copywriter
Carolin Meyke

Art Director
Andrea Schlaffer

 

Letter cage box / Single nonprofit

Agency: Jung Von Matt AG
Client: NOAH — People for animals

Thanks to multiple animal rights groups, most of us are aware of the cruel conditions that ani­mals have to face in laboratories and on breed­ing farms — but there are also animals suffering where we may not think to look. NOAH, an animal rights group in Germany, wanted to bring attention to the potentially harsh conditions in zoos and to encourage donations that would be used to improve the quality of life for animals. A postcard created by agency Jung Von Matt AG did just that. The cards were made to look like the heads of favorite zoo animals: a giraffe, ostrich and elephant. They were made extra-long, so that when placed in mailboxes, the animal heads would stick out, like those of a creature too big for its cage. Known NOAH supporters in big cities and their neighbors all received the card.

Also placing silver

TED696 project

Agency: BMF
Client: Lion Nathan

Bronze

 

Dress pattern / Single consumer

Agency: M&C Saatchi Melbourne
Client: ANZ Bank

The idea of trying to follow a dress pattern, in a day and age when most young people don't know how to sew a button, is somewhat scary — which is exactly why it worked for ANZ Bank. The bank wanted to encourage young women age 25 to 35 to open more savings and transaction accounts. The problem, though, is that women at this age are often known for spending money, not saving it. How could the bank shock them out of their wasteful habits and into some financial responsibility? M&C Saatchi and ANZ sent 50,000 prospects a dress pattern straight from mom's sewing room, suggesting that, if they could learn to save, they might not have to learn to sew. The packet more than doubled its return on investment.

Creative Director
Steve Crawford

Head of Art
Murray Bransgrove

Writer
Doogie Chapman
Sandra Galiazzo


Tea drinkers save lives / Single consumer

Agency: DDB Germany, Hamburg
Client: German Red Cross e.v.

The Water Rescue Service depends on public support to ensure the safety of swimmers and other water sports lovers. To encourage volunteers, donations and brand recognition, Water Rescue and DDB Germany, Hamburg sent a mailer that was straight to the point. A tea bag folded in a mug card revealed a little cutout of a person when the bag was lifted from the card. “Saving lives can be that easy,” read the card, showing that supporting Water Res­cue's cause didn't have to take a lot of effort.

Also placed Bronze in the Ambient/Guerilla category.

Executive Creative Director
Martin Drust

Creative Director
Christin Schaar

Copywriter
Moritz Pupke
Simon Marschall

ArtDirector/Copywriter
Tino Langbein


Kuff ‘N' Kollar Collar / Belt Loop / Buttons / Single consumer

Agency: Lowe Philippines
Client: Kuff ‘N' Kollar

What man-about-town doesn't need a nice, pressed shirt and pants in between business meetings and power lunches? Kuff ‘N' Kollar, a laundromat with 19 locations in Manila, the Philippines, knows the importance of pressed clothes and tapped Lowe Phil­ippines for a direct mail campaign. Over a six-week period, three embossed postcards were delivered to area addresses. The front of each postcard featured an actual article of clothing, and a call to action for recipients to bring the postcard with them to any outlet to receive a discount on pressing. The piece was a smooth way to highlight how wrinkles can ruin the appeal of clothes.

Executive Creative Director
Steve Clay

Copywriter
Edward Ong

Art Director
Dylan See
Somjai Satjatham
John Foster


Ardbeg Corryvreckan – A hair-raising tale / Campaign consumer

Agency: Story
Client: The Glenmorangie Company

Whiskey lovers are knowledgeable about the drink's origins and creation. That's why this CRM campaign, featuring direct mail and digital elements, worked so well. The campaign was targeted to cus­tomers of the company's Ardbeg Corryvreckan Sin­gle Malt Whisky, and focused on the Scottish island of Islay, home to eight Scotch whiskey distilleries. Using the Corryvreckan history, they sent people to a microsite for more of the story. The distiller recruited 2,000 members to its CRM program.

Creative Director
Dave Mullen

Head of Copy
Rebecca Wood

Senior Copywriter
Olivia Donaldson

Finalists

Tower Picture Frames
Agency
AIM Proximity
Client
Tower Insurance
Creative Director
Dave King
Deputy Creative Director
Tony Clewett
Art Director
Jackie Steptoe
Production Manager
Paul Pritchard

The State decoy stereo
Agency
AIM Proximity, Wellington, New Zealand
Client
State Insurance
Creative Director
Brett Hoskin
Art Director
Mark Dalton
Senior Writer
Chris Childerhouse

Saab Cross-Wheel Drive(XWD)
Agency
Blitz Direct, Data & Promotions
Client
Saab Canada
VP, Creative Director
Roehl Sanchez
Associate Creative Director
Agostino Guastella
Senior Copywriter
Allen Forbes

Your new number

Agency
Bruengger Bachmann Dialog AG
Client
Orange Communications SA
Creative Director
Remo Bachmann

Not sorry you're leaving
Agency
Chemistry Communications Group
Client
Morse
Executive Creative Director
Mike Cavers
Copywriter
Collette Boardman
Art Director
Claire Elworthy

Envelope
Agency
Clemenger Proximity Melbourne
Client
Eternal Beauty
ECD
Tan Gout Nee
Copywriter
Glen Dickson
Art Director
Ruben Cirugeda
Production Director
Sharon Adams
Artist
Sam Tsui

Child Application
Agency
DDB Germany, Hamburg
Client
World Vision e.V.
ECD
Martin Drust
Copywriter
Angela Gillmann
Art Director
Karin Schmidt
Stephanie Lang

Transitions “See the difference” Envelope
Agency
Lavender
Client
Laubman & Pank
Creative Director/Copywriter
Simon Lee
Copywriter
Liz Kain
Art Director
Bee Bowen
Producer
Laila Takesh

Streamline
Agency
Proximity London
Client
Volkswagen
Copywriter
Chris May
Art Director
Mark Dudley
Production Manager
Graham James

How to be good at ev­erything in the office
Agency
MercerBell
Client
Fuji Xerox Document Suppliers Division
Creative Director
David Bell
Senior Art Director
Lee Jackson
Copywriter
Gillian Browne
Creative Services Director
Paul Henderson

Coin on the ground
Agency
Proximity Portugal
Client
Intermarch eSupermarket
Creative Director
Nuno Duarte
Copywriter
Sergio Cruz
Art Director
Marta Silva

Mincemeat
Agency
Rapp New Zealand
Client
SKY TV
ECD/Art Director
Wayne Pick
Head of Copy
Kim Pick
Senior Designer
Katie Benge
Production Manager
Marcel deRuiter

WWF Pass It On
Agency
Saatchi & Saatchi/Saatchi & Saatchi DGS
Client
WWF New Zealand
ECD
Mike O'Sullivan
Art Director
Ant Hatton
Copywriter
Robbie Brammall
Production Manager
Heath Davy

Family Mailing
Agency
Story
Client
The University of Edinburgh
Creative Director
Dave Mullen
Senior Copywriter
Olivia Jones
Copywriter
Charlie Gordon
Head of Art
Susan Anderson
Studio Manager
Graham Robb

3000 Dates
Agency
Tequila
Client
Australian Direct Marketing Association
Copywriter
Mark Cimarosti
Art Director
Craig Chester

3 Hits in one shot! Agency
Underline
Client
GE Money Bank
Senior Art Director
Tereze Miskova
Junior Art Director
Katerina Bajerova

Land Rover “Tea Party” DM Touch1
Agency
Wunderman, Irvine
Client
Land Rover North America
Executive Creative Director
Anthony DiBiase
Creative Director/Copy­writer
Michael Davis
Associate CD/Art Director
Nick Rooth
Print Production
Sharon Spear
Meredith Ball

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