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Paint by numbers / Single consumer

Agency: Clemenger Proximity
Client: Black Dog Institute

We all recall paint-by-number sets from childhood. Some kids neatly matched the numbers to the colors and stayed within the lines; others put their own spin on them, switching colors or not caring if they splashed a bit. Agency Clemenger Proximity wanted to remind potential donors to the Black Dog Institute, an Australian charity that raises awareness of mood disorders, what that personal spin might have meant. A paint-by-numbers banner ad features an unseen hand using only the color black to paint a happy beach scene. The initially pleasant-appearing ad turns darker, jarring its viewers into thinking what having depres­sion really means, and makes an appeal for donations to Black Dog. That's thinking outside the lines.

Creative Director
Glenn Chandler

Senior Art Director
Darren Martin

Senior Copywriter
Neil Harris

Digital Designer
Brett Bimson
Kevin Phillips


Livestream banner “Feeding time” / Single consumer

Agency: OgilvyOne Worldwide GmbH
Client: Zoo Frankfurt

With the venerable Frankfurt Zoo celebrat­ing its 150th anniversary, agency OgilvyOne Worldwide GmbH wanted to bring one of the most fascinating parts of a zoo visit to its ads for the institution — feeding time for the ani­mals. It created “livestream” banners allowing visitors to Frankfurt Rhine Main Area Web sites — whether tourists or inhabitants — to feed a school of rainbow fish from afar with a click. Clicking the “feed live” button sends the colorful aquatic animals rushing toward the top of the water, while clicking “bubble live” turns on a bubbling jet scattering the fish. And, clicking the zoo's logo brings animal lovers to the section of the zoo's site with times at which much larger — and exciting — ani­mals will be fed.

Executive Creative Director
Michael Kutschinski

Creative Director
Joerg Waldschuetz

Art Director
Serena Stoerlein

Copywriter
Yvonne Straessner


Hilux motion sensor / Single consumer

Agency: Saatchi & Saatchi/Saatchi & Saatchi DGS
Client: Toyota New Zealand Ltd.

We interact with our screen savers more than we'd ever realize. After all, they're the first thing we see when we sit down at our computers, especially on laptops, which have become our constant com­panions. So, Saatchi & Saatchi New Zealand took advantage of these facts by creating an interactive screen saver for the Toyota Hilux pickup truck. It takes advantage of laptop motion sensors by allowing users to flip the truck around by moving the entire computer. Of course, the “unbreakable” Hilux remains intact even as it flies around the screen. There's even a way to schedule a test drive built right in. Now, were a few laptops harmed in the execution of this campaign? We don't know. But given the way it spread virally, we're confident that prospects took it in stride — before taking the truck for a ride.

Executive Creative Director
Mike O'Sullivan

Interactive Creative Director
Aaron Dustin

Senior Creative
Stephen De Wolf

Senior Producer
Liz Knox

Senior Interactive Creative
Mac Macaskill

Interactive Designer/Developer
Matthew Visser

Art Director
Rob Beamish

Copywriter
Hilary Badger

Bronze

Disappearing art / Single nonprofit

Agency: M&C Saatchi/Mark
Client: Chalk Urban Art Festival

Australia's Chalk Urban Art Festival — in which work from some of that country's best chalk artists is exhibited on pavement — is a young competition on a tight budget. To boost its crowd and the awareness of the festival, Mark took advantage of the transient nature of the medium the artists were working in, imploring people to “See it before it disappears.” They branded the message in a viral campaign on YouTube and other social networking sites.

Creative Director
Gavin McLeod


Become the annoying intruder / Single consumer

Agency: Proximity BBDO(France)
Client: Chrysler France

Buying a car is a matter of personal taste, so when Chrysler wanted to introduce its Sebring model to a competitive French market, it used a personalized touch. The company purchased certain words on auto sites and invited users to “Become the annoying intruder.” When users hovered over the terms, small pop-up windows emerged, each with a video showing a Chrysler salesman at the point in his day that coin­cided with the time of day the user was watching.

Creative Director/Copywriter
Bruno Moreira

Blinds / Single consumer

Agency: DDB Germany, Hamburg
Client: Ikea Mobel Vertrieb OHG

Window blinds are a way to keep a room dark, but Ikea Austria had to bring them into the light. DDB Germany, helped develop inside-out pop-up ads. When visitors scrolled down a page, it would fold up as if printed on a set of blinds. The whole page then rose to reveal the window behind, which was an ad for Ikea's line of venetian blinds.

Executive Creative Director
Martin Drust

Art Directors
Christos Zarampoukas
Kathleen Standke

Programmers
Frithjof Millies
René Schapka

IT Management
Detlef Niemann-Bode
Florian Liss

Customer Care
Marco Safavi-Hir
Laura Faber

Finalists

UnbelievableSearch
Agency
AIM Proximity
Client
The Yellow Pages Group
Creative Director
Dave King
Deputy Creative Director
Tony Clewett
Digital Creative Director
Aaron Turk

A brief History of the Mullet in cricket
Agency
BMF
Client
Commonwealth Bank
Creative Director
Dylan Taylor
Interactive Creative Director
Chris James
Copywriter
Damon Porter
Art Director
Luke Hawkins

Global Warning
Agency
Clemenger Proximity Sydney
Client
World Wildlife Fund
Creative Director
Glenn Chandler
Senior Art Director
Darren Martin
Senior Copywriter
Neil Harris

BP Ultimate- Mileometre
Agency
OgilvyOne London
Client
BP Ultimate
Art Director
Steve Bartlett
Copywriter
Paul Campbell
Creative Director
Bo Hellburg

DHL Send-to-a-friend
Agency
OgilvyOne Worldwide GmbH
Client
Deutsche Post
Creative Director
Ulf Schmidt
Copywriter
Ralf Schulte
Art Director
Nicole Holzenkamp

Perfect Cars for the City?
Agency
Proximity Germany GmbH
Client
Daimler AG Smart
Creative Director
Ingo Zacher
Copywriter
Jens Mackels
Art Director
Andre Knie, Daniel Klose

Let There Be Light
Agency
Rapp
Client
BMW Malaysia
Creative Director
Carol Roche
Copywriter
Fazlee Sabbaruddin
Art Director
Carnaen Azer

Tornado
Agency
RMG Connect Sydney
Client
Listerine
Creative Director
Ashadi Hopper
Art Director
Juca Lopes
Copywriter
Karen Ferry

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