Integrated - Bronze, Finalists

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Bronze

Lost Socks

Agency: Colenso BBDO
Client: Fisher & Paykel

In order to improve consumer opinion after off-shoring production, Fisher & Paykel encouraged New Zealanders to register information about missing socks and obtain a voucher for a replacement pair. More than 58,000 people signed up. Admiration for the brand nearly doubled for the 73% of consumers who recalled the campaign.

Executive Creative Director
Nick Worthington

Digital Creative Director
Aaron Turk

Art Director
Josh Lancaster

Copywriter
Jamie Hitchcock

Lucky Undies

Agency: BMF Australia
Client: Schweppes

Schweppes produced 225,000 “Solo Lucky Undies” for soccer fans to leverage enthusiasm during the World Cup. It gave the underwear away with Solo purchases and promotions. The underwear were promoted in print, radio, online and social media. Schweppes achieved $3.2 million in PR value.

Executive Creative Director
Warren Brown

Creative Director/Copywriter
Dennis Koutoulogenis

Art Directors
Jake Rusznyak, Flavio Fonseca

Copywriter
Piero Ruzzene

Bare All

Agency: Clemenger BBDO Melbourne
Client: Mars Chocolate Australia

Mars Chocolate Australia was able to increase sales for Q1 2010 by 35% versus the same quarter the previous year by disrobing M&Ms. Consumers that found M&Ms without a candy shell were encouraged to enter their unique pack codes online to potentially win prizes. The company received 39,316 entries, 42,298 visits to the website, during which average time spent on the site was 4 minutes and 47 seconds.

Executive Creative Director
James McGrath

Creative Director/Art Director
Damian Royce

Art Director
Darren Pitt

Copywriter
Rohan Lancaster

The Journal

Agency: Draftcb
Client: New Zealand Ministry of Health

In order to combat depression, Draftcb built an e-therapy site called The Journal, where people could seek help for their illness. Combining advertising, relationship marketing, above-the-line and direct media, it produced an increase in initial traffic to the website of 2,300% during launch and 600% between TV spots. The number of people getting help is 500% higher than those seeing their doctor.

Executive Creative Director
James Mok

Creative Director
Murray Watt

Director of Interaction
Simon Sievert

Interactive Producer
Nick Pengelly

Dry Dreams

Agency: Clemenger BBDO Melbourne
Client: Foster's Group

During a six-week outdoor, Web, TV and press campaign designed to increase Carlton Dry sales and awareness, Foster's Group achieved the following results: 400,000 views on YouTube, it became the No. 1 piece of branded content on YouTube in Australia; and drove 104,000-plus unique page views on its microsite where average time on the site eclipsed 5 minutes.

Chief Creative Director
James McGrath

Executive Creative Director
Ant Keogh

Creative Director
Josh Robbins

Art Director
Cameron Harris

Make a Move

Agency: Leo Burnett Beirut
Client: Exotica

In Lebanon, women outnumber men six to one. Flower shop chain Exotica built a campaign to help women find Valentines. The promotion, which encouraged women to take matters into their own hands, allowed women to give the man of their choosing a coded rose, which he would then decode online. Once the message was received, the man would be encouraged to send his own bouquet.

Executive Creative Director
Bechara Mouzannar

Creative Director
Ghida Younes

Senior Art Directors
Natasha Maasri, Caroline Farra

Copywriter
Rana Khoury

Hidden Pizza Restaurant

Agency: Clemenger BBDO Melbourne
Client: Sensis Yellow Pages

Sensis Yellow Pages needed to convince small businesses that consumers use its services. It built a hidden pizza shop and encouraged consumers to find the location to win a free slice. With local letterbox drops and a teaser video on the restaurant website, the company convinced small businesses of its effectiveness. It achieved a 23.5% increase in leads through phone and Web after the campaign's first week.

Executive Creative Director
Ant Keogh

Art Director
Russel Fox

Copywriter
Ant White

The Box

Agency: The Brand Agency Australia
Client: Curtin University of Technology

Australia's Curtin University of Technology wanted to increase its market share by attracting new students. It created The Box, an 8 GB USB flash drive, filled with information for potential students about the transition to college. Curtin's market share of first preferences grew by 2.57 points, while its main competitor saw market share decline by 2.78 points.

Director, Head of Planning
Paul Yole

Creative Director
Craig Buchanan

Business Director
Erin Corner

Copywriter
Josh Edge

Finalists

Helping Business
Do Business
Agency: Colenso BBDO
Client: Vodafone
ECD: Nick Worthington

Arm Yourself for the Ones You Love
Agency: Arc Worldwide
Client: Walgreens
CCO: Bill Rosen

Lola Techie
Agency: BBDO Guerrero
Client: Bayan Telecommunications
Chairman, CCO/Writer: David Guerrero

The Shelter Pet Project
Agency: Draftfcb Chicago
Client: The Humane Society of the United States and Maddie's Fund
CCO: Rob Sherlock

No One Should Have
to Know This
Agency: Clemenger BBDO
Client: Society of St. Vincent de Paul
CD: Richard Maddocks

How Creatively Uninhibited Were You?
Agency: EHS 4D Cirencester
Client: Marketing Agencies Association (MAA) formerly MCCA
CD: Frazer Howard

Soulpepper presents “Glengarry Glen Ross”
Agency: Proximity Canada
Client: Soulpepper Theatre Company
CD: Ben Chandler

Uncap what's inside
Agency: Draftfcb Chicago
Client: Newell Rubbermaid's, Sharpie
Group CD: Mary Knight

Lunch is on me
Agency: Draftcb Cape Town
Client: Peninsula School Feeding Association
ECDs: Francois de Villiers, Glynn Venter

Birds Mobile
Reality Show
Agency: Draftfcb Shimoni Finkelstein Barki
Client: Friends Of The Swifts
ECD: Kobi Barki

No Fees
Agency: BMF
Client: Expedia.com.au
ECD: Warren Brown

Oasis 32000 To Go
Agency: The Glue Society
Client: The Salvation Army
Writer/Art Directors: Jonathan Kneebone,
James Dive

Dig toilets, not graves
Agency: Kitcatt Nohr
Alexander Shaw
Client: WaterAid
Copywriter: Kate Flather

Tune In To Me
Agency: Leo Burnett/Arc
Client: Unicef Malaysia
ECD: Tan Kien Eng

Betfair Bash
Agency: M&C Saatchi
Client: Betfair
CD: Steve Crawford

Boots & Dreams
Agency: M&C Saatchi/Mark
Client: Qantas
ECDs: Gavin McLeod, Ben Welsh

Heavyweight Champion Campaign
Agency: MMI Solutions
Client: Lamitech
President: Steven Amiel

Safety on Internet
Agency: Ogilvy Amsterdam
Client: XS4ALL Internet Service
CD: Darre van Dijk

WWF Save a Tree
Agency: Ogilvy Amsterdam
Client: WWF Netherlands
CD: Henk Nieuwenhuis

Doritos Viralocity
Agency: Proximity Canada
Client: Frito-Lay Canada
CDs: Ian MacKellar, John Gagne

Segregator Project
Agency: Proximity Colombia
Client: Fundación Arcángeles
President: Mario Bertieri

Open Your Mind
Agency: RMG Target
Client: An Post
ECD: John Watson

Freida STEER
Agency: DDB Group New
Zealand RappTribal
Client: Cadbury New Zealand
Group ECD: Toby Talbot

Capable
Agency: Shackleton Group
Client: Once Foundation / FSC Inserta
General CD & Copywriter: Juan Nonzioli

I Wish
Agency: Wikreate
Client: Kamel Films
CDs: Ezequiel Trivino, Francisco Guijarro

Windows Live Trade
Spy Seeker
Agency: Wunderman
Client: Microsoft
CD: Brian Langerfield

Make the Promise
Agency: Watson Phillips
Norman
Client: COI/Health and Safety Executive
Creative Partner: Maria Phillips
Scott Walker

Snowday
Agency/Client: Rosetta
CCO: Gary Scheiner
B-TO-B CARD
Agency: DDB UK
Client: The Financial Times
CDs: Guy Bradbury, Scott Walker

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