Integrated - Bronze, Finalists

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BRONZE

Education with an H/Consumer campaign

Agency: Shackleton
Client: Random House Mondadori

Random House Mondadori needed to promote a book about education in Spain whose title roughly translated to School Sickness. Rather than push sales of the book, agency Shackleton decided to launch a debate on the quality of Spanish education in order to build awareness of the book. A fake video of the Education Minister was launched on heducation.com, a site where people could post educational opinions. Briefcases were sent to bookstores and opinion leaders presenting the book and the initiative. The effort led to 35,000 book sales — three times the client's objective.

Executive Creative Director
Alfonso Marian

Copywriter
Jorge Martinez

Creative Director
Alvaro Gonzalez

Art Director
Oscar Moreno

General Creative Director
Juan Nonzioli

Foosball 09/Business campaign

Agency: BMF
Client: Radar Recruitment

Radar Recruitment wanted a campaign that would promote its services without focusing on the dismal job market. It decided to launch a foosball tournament with teams from 12 advertising agencies. Print, direct mail, posters and digital ads drove people to online registration. One hundred and forty-eight registrations came in within 12 days — a total of 73 teams.

Creative Director, Direct
Dylan Taylor

Art Director
Corinne Goode

Fight crub/Nonprofit campaign

Agency: Wunderman, Sydney
Client: Australian Direct Marketing Association Agency Council

The Australian DMA wanted to ensure that 100 attendees from 10 agencies would register for its Agency Council event and hired Wunderman to assist. The ADMA Agency Council sent direct marketers inflatable sumo suits, inviting them to “compete” at the event. A microsite encouraged recipients to register a team of 10 wrestlers on a microsite and see which of their rivals was too chicken to compete. The pressure was on to break even, because the ADMA is a nonprofit, but the campaign yielded so much interest in the event that the organization actually turned a $4,000 profit.

Creative Director/ Art Director
Matt Batten

Art Director
Amanda Glover

Copywriter
Tim Wood

Moment before the moment/Consumer campaign

Agency: BBDO, New York
Client: Pepsi-Cola

Pepsi wanted to position its Amp energy drink as an extreme product. Agency BBDO came up with the “Moment before the moment” concept, which played on the exhilaration one feels right before an exciting life moment, such as walking on stage with a band, going to a big party or taking the biggest plunge on a roller coaster. TV, online and print media showed the moments before these events, driving consumers to AmpEnergy.com to view additional content, including recreations of the moments. More than 100,000 people visited the site.

Chief Creative Officers
David Lubars, Bill Bruce

Creative Directors
Mike Sweeney, Cesar Finamori

Art Director
Cesar Finamori

Throw us a bone/Single nonprofit

Agency: M&C Saatchi/Mark
Client: Sydney Dogs and Cats Home

Struggling to spur donations in a weak economy and recruit volunteers, Sydney Dogs and Cats Home sought a standout campaign. The charity ran an outdoor campaign around a character named Frankie the Wonderdog that enabled consumers to donate $5 by mobile phone and be rewarded with a trick. On a billboard near Sydney's Customs House, Frankie hounded passersby to “throw us a bone” in the form of an SMS message in return for an immediate on-screen trick. Eight tricks encouraged repeat donations. In three days, 1,327 bones' worth of donations were made, and  17.4% threw bones two or more times. The nonprofit also saw a 600% increase in new volunteers, and 25% of dogs needing homes were adopted.

Also placed bronze in the Ambient/Guerrilla category.

Executive Creative Director
Ben Welsh

Creative Director
Gavin McLeod

Copywriter
Genevieve Hoey

Art Director
Hannes Ciatti

Head Of Copy
Hamish Stewart

Technical Advisor
Aaron Wallis

Group Account Director
Megan Wooding

Account Director
Kirsty Smith

Account Service
Fiona Reay, Lee Bachaer-Adler

Animators
Matt Taylor, Mark Simpson

FINALISTS

Sears back to school
Agency

Young & Rubicam, Chicago

Client
Sears Holdings
ECD: Ken Erke

Yes coach
Agency
M&C Saatchi/Mark

Client
Optus
CD: Gavin McLeod

Doritos white bag
Agency
Proximity BBDO, Canada

Client
Frito-Lay, Canada
CD: Ian MacKellar, John Gagne

Operation free petrol
Agency
Proximity BBDO, Belgium

Client
Makro

Shaw 6'HUN
Agency
Proximity, Canada

Client
Shaw Communications
VP, CD: Ben Chandler

Relations 2.0
Agency
Proximity, Portugal

Client
CTT - The Portuguese Post Office

IBM Wimbledon seer
Agency
OgilvyOne, London

Client
IBM
CD: Emma de la Fosse, Charlie Wilson

No hunger
Agency
Shackleton

Client
Action Against Hunger
General CD: Juan Nonzioli

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