60 years of human rights/Consumer single
Agency: OgilvyOne Worldwide GmbH, Frankfurt
Client: ProAsyl
Sixty years ago, the Universal Declaration of Human Rights was drafted. As history shows, rights only persevere if everyone is prepared to stand up for them. The charity ProAsyl tasked OgilvyOne Worldwide GmbH, Frankfurt with reminding consumers that they should not take these rights for granted. The e-mail was designed in a way that certain portions appeared censored, reminding recipients of the danger of vanishing rights. The average click-through rate on proasyl.de rose by 28%.
Executive Creative Director
Michael Kutschinski
Creative Directors
Dr.Ulf Schmidt, Uwe Jakob
Copywriter
Ralf Schulte
Junior Art Director
Anahita Khosravi
Art Director
Nicole Holzenkamp, Thilo Friedrich
The upside down e-mail/Consumer single
Agency: Famous, Brussels
Client: Plopsaland
Theme park Plopsaland introduced a new rollercoaster with several loops: The Anubis Ride. It wanted to promote the ride to frequent visitors. Its agency Famous created an email to communicate the experience of the new ride by itself appearing upside down. Of the 400,000 previous visitors to the amusement park, 18% responded.
Creative Directors
Christophe Ghewy, Tim Driesen, Joeri Van Den Broeck
Black or white?/Consumer single
Agency: Wunderman, Germany
Client: Land Rover
There are only two ways to buy Range Rover's sport luxury vehicle: in black or in white. Everything else about the Land Rover is identical. Agency Wunderman sent two e-mails to prospects. The subject lines formed the question “Black… or white?” Each e-mail contained an offer for the vehicle, thus mimicking the experience of shopping for the vehicles — choosing black or white on the outside, knowing what the interior holds. Ninety-six percent of recipients read both e-mails. The total open rate of 43% doubled Land Rover's standard.
Executive Creative Director
Erik Backes
Creative Director
Wolfgang Geis
Copywriter
Gregor Burk
Account
Vanessa McKay
FINALISTS
Tower stolen image
Agency
AIM Proximity
CD: Dave King
‘Think. Dream. Imagine' Invite
Agency
Draftfcb, Cape Town
Client
Santam
CD: Glynn Venter
Baby made on board
Agency
Proximity BBDO. Belgium
Client
Dodge
Ardb eg blasda –A tricky game of tipple toppling
Agency
Story
Client
The Glenmorangie Company
CD: Dave Mullen
