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Dodge Ram challenge/Consumer campaign

Agency: BBDO, New York / BBDO, Detroit
Client: DaimlerChrysler Services North America LLC

BBDO offices in New York and Detroit were tasked with launching the full-size Dodge Ram pickup truck in the dismal automotive market. To do this, it created an obstacle course in the desert that simulated the toughest, most dangerous tasks that could confront a trucker. It then hand-picked members of its target market — people who require a big, powerful truck for business or family — to receive new Ram trucks, and had them compete against each other in a series of filmed races for a chance to win a Dodge Ram. The Ram Challenge launched as an online reality show. Each challenge was tailored to a lifestyle and vehicle need. More than 3 million people viewed the online videos — more than twice what was expected.

Chief Creative Officers
David Lubars, Bill Bruce

Executive Creative Director
Rick Dennis

Creative Director
Gary Pascoe

Art Director
Steve Glinski

Tomorrow can be different/Consumer campaign

Agency: Clemenger Proximity
Client: St. Vincent de Paul Society

With winter approaching and the economic crisis in full swing, Australian charities knew that there would be many more people requiring aid even as fewer were able to donate. Clemenger Group Limited needed to garner $4 million in donations just to keep up the fight against poverty — $1 million more compared with 2008's objective. To help potential donors relate, people in need were asked to contribute to a collaborative journal.  Responding to one simple question, “What does today mean to you?,” they were given the chance to express what it feels like living below the poverty line. Submissions were sent to donors and prospects directly. On TV and radio, the stories reached a wider audience with a strong call for donations. The target was exceeded by 20% and the charity raised more than ever before.

Executive Creative Director
Richard Maddocks

Creative Director
Guy Rooke

Art Director
Heather Sheen

Four'N twenty magic salad plate/Single consumer

Agency: Clemenger BBDO Proximity, Melbourne
Client:
Patties Foods Four'N Twenty Meat Pies

Targeting hardworking Aussie men, Australia-based food company Patties Foods wanted to reinstate its Four'N Twenty meat pies brand position as a satisfying lunch for this demographic.  Four'N Twenty was beginning to struggle for consumer interest because many thought of the product as unhealthy. Patties understood that guys still loved the pies, but felt pressure to be more responsible with their diets, so instead of denying Four'N Twenty's lack of healthy benefits, the brand embraced it by creating the Four'N Twenty Magic Salad Plate. The art on the plate shows a ring of lettuce, tomatoes, cucumbers and onions around a blank spot where men can place their meat pies. The salad is, of course, just a part of the plate. This allows men to look as if they're eating salad while still enjoying the meat pie they love.  The plate was promoted through TV infomercials and online and was available for sale using unique codes collected from pie packs. The plates have sold on eBay for 15 times the original value. The brand received accolades for remaining true to itself, and most importantly, sales boomed with a 37% increase in supermarkets and 18% in convenience stores.

Executive Creative Director
James McGrath

Creative Director
Ant Keogh

Copywriter/Art Director
Julian Schreiber, Tom Martin

Agency Producer
Sevda Cemo

Group Account Director
Ricci Meldrum

Account Manager
Sarah Galbraith

Director
Tony Rogers

Producer
Jenny Livingston

Sound Engineer
Stevo Williams

Editor
Gene Hammond-Lewis

Director of Photography
Marin Johnson


Operation Kerplonk/Consumer campaign

Agency: DDB Group, Melbourne
Client: Foster's Group Limited

Fifth Leg, a wine company, wanted to break through to young couples in their 30s to promote its wine products. It tasked DDB Group Melbourne with finding a way å assert the brand's personality without seeming like it took itself too seriously. The agency created tongue-in-cheek creative, playing off government ads, for a “wine amnesty” or “swap day” where consumers handed over inferior wine at their local bottle shop (“drop zone”) in return for a free bottle of Fifth Leg. Outdoor, print, radio, online banners, and social media ads created buzz leading up to the swap day. Consumers could also identify friends guilty of committing crimes against wine, and offenders received a personalized video outlining the charges.

Executive Creative Director
Grant Rutherford

Creative Director
Fred Haas

Creative Director
Nick Cummins

Group Creative Director
Jim McKeown

The best job in the world/Single consumer

Agency: SapientNitro
Client: Tourism Queensland

Tourism Queensland was in a bind. Consumers booking island vacations were often looking beyond the Great Barrier Reef to locations such as Greece, the Maldives and Hawaii. Agency SapientNitro decided to draw attention to the area by offering the best job in the world — “island caretaker.” The contest launched in January 2009, offering a paid ($150,000 AUS) position for six months. Applicants from around the world — nearly 35,000 of them from 20 countries — entered by sending 60-second video applications. Because applicants needed to demonstrate knowledge of the area, they were forced to learn more about the Reef region, thus raising awareness of the destination. The winner was Ben Southall, a diving and sailing enthusiast from the United Kingdom. Southall reported on his experience through blogs, photos and video diaries celebrating the islands. The campaign garnered plenty of worldwide attention, and news articles covering it are still searchable on Google. Not bad for a budget of less than $2 million.

Art Directors
Cristian Staal, Ralph Barnett

Creative Directors
Nancy Hartley, James Burchill

Account Directors
Anne-Maree Wilson, Adam Form, Edwina Gilmour

National Strategy Planning Director
Darren McColl

Senior Digital Producer
Jason Kibsgaard


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