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Yellow Chocolate

Agency: Colenso BBDO
Client: Yellow Pages

The Yellow Pages needed to prove that business searches didn't have to be done on Google. The company enlisted an average consumer to launch a chocolate bar using only businesses he could find in the Yellow Pages. Colenso BBDO produced TV spots, a website followed by 80,000, a 16,000 fan Facebook page and a Twitter profile followed by 8,000. The candy became the fastest-selling chocolate bar in New Zealand in 10 years. Bars were even traded online for up to $320.

Executive Creative Director
Nick Worthington

Creative Director
Steve Cochran

Digital Creative Director
Aaron Turk

Real Stories

Agency: Colenso BBDO
Client: TVNZ (TV One)

Prior to airing Steven Spielberg's The Pacific, TV One worried the program's violent content would alienate viewers. The network sent letters from actual World War II soldiers to 346,000 homes. It pasted copies of letters and photos on a wall in Auckland. The campaign culminated in thousands attending a re-enactment of a dogfight using actual WWII aircraft. Viewership for the premiere episode reached 970,000 — roughly 24% of New Zealanders ages and older.

Executive Creative Director
Nick Worthington

Art Directors/Copywriters
Rebecca Johnson-Pond
Kimberley Ragan

The Big Picture Campaign

Agency: BBDO New York
Client: Starbucks

Starbucks wanted its Green Initiative to prove that small changes could change the world. The company created an event during which thousands of New Yorkers traded in paper cups for reusable mugs. Starbucks created a 60-second TV spot that encouraged people to bring a reusable mug into Starbucks on April 15, 2010 and receive a free cup of coffee. More than 1 million people participated.

Chief Creative Officer
David Lubars

Senior Creative Director
Linda Honan

Art Directors/Copywriters
Kim Haxton
Stuart Matz

Starbucks Love Project

Agency: BBDO New York
Client: Starbucks

To fight AIDS in Africa, Starbucks gathered international musicians to broadcast themselves performing live on a microsite. Consumers were invited to sing along or create a drawing, with each submission generating a donation. The project produced enough money to buy 7 million days of medicine for African AIDS victims, and the YouTube music video was viewed more than 1.6 million times.

Chief Creative Officer
David Lubars

Group Creative Directors
David Carter, Linda Honan

Interactive Creative Director
Arturo Aranda

Art Director
Alex Shulhafer

Imagine

Agency: BBDO New York
Client: HBO

HBO's campaign comprised TV, Web films, expandable video banner ads, direct response and an outdoor film event to deepen the network's connection with viewers. Each piece worked in concert with the others as part of a larger narrative that could be experienced on the microsite. Thousands turned out for the events, hundreds of thousands visited the campaign site (70% of whom recommended it to friends). The New York Times said the campaign set a new standard in interactive fiction.

Chief Creative Officers
David Lubars, Bill Bruce

Executive Creative Directors
Greg Hahn, Mike Smith

Art Director
Brandon Mugar

Copywriter
Adam Reeves

The 13th Street Cuisine

Agency: Shackleton Madrid
Client: NBC Universal (13th Street)

To celebrate its 10th anniversary, 13th Street devised a campaign that consisted of print materials featuring the restaurant's menu, mailing cookies to journalists, a remodeling of a Madrid restaurant and a special in-restaurant guest appearance by actor Rob Morrow for the first tasting of the dishes. The restaurant reached an average occupancy of 90% after the campaign, a 15% increase over the goal set in 13th Street's business plan.

General Creative Director
Juan Nonzioli

Executive Creative Director
Juan Silva

Creative Director
Pablo González de la Peña

Art Director
Carlos Alvarez

Lambassador

Agency: BMF Australia
Client: Meat & Livestock Australia

Meat and Livestock wanted more Australians to talk about and eat lamb on Australia Day. To rally countrymen, the company took footballer Sam Kekovich on a 33,581-kilometer tour of the US where he delivered a 90-second TV address to the UN, spoke with Donald Trump, Tanzanian diplomats and schoolkids, and ran a lamb stand in New York City. Retail lamb sales subsequently increased 30%. The click-through rate on his speech was 85%. The $800,000 media spend earned more than $5.9 million in unpaid media.

Executive Creative Director
Warren Brown

Creative Director/Copywriter
Dennis Koutoulogenis

Art Director
Jake Rusznyak

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