The Work - International campaigns
Brazilian soft drink company Guaraná Antarctica used Facebook likes to power cars driven to the Carnival festival.
The Okamoto Freedom Project's e-commerce destination offers a range of products that, according to the site, will help visitors be "naughty."
Can't make it to the shops? No worries. Grocery chain Tesco, rebranded as Homeplus in South Korea, brings them to you.
Cadbury and agency Hypernaked launched a campaign that calls on Brits to motivate top UK athletes through song.
HarperCollins teamed with Dentsu to launch a mobile Quick Response code campaign that drove in-store activity and online engagement.
New Zealand rum brand Stolen Rum, with help from independent market research testing agency Perceptive, conducted blind taste tests last November modeled on the well-known Pepsi Challenge in an attempt to prove that Stolen Rum is the rum of choice for consumers.
To dispel misconceptions about traveling on a cruise ship and to promote cruising as a fun vacation option, Carnival Australia's P&O Cruises tapped creative agency BMF to help find Australia's ultimate landlubbers.
The Opel Movano can move up to 3.5 tons and 2 GB. To raise awareness about the utility vehicle's actual "utility" as a transporter of large loads of cargo, Belgium-based agency McCann Lowe created a Web banner that serves double duty as an advertising vehicle and a file transfer device: The banner "carries your stuff... across the Web."
Striking a good work/life balance can be tough, which is why McDonald's Arabia enlisted Leo Burnett Dubai to spearhead "Family Time Forever." The campaign positions the chain as a family restaurant and aims to remind parents about the importance of spending quality time with their children.
As part of Royal Philips Electronics' "Obsessed with Sound" campaign, aspiring composers uploaded original tracks to SoundCloud for the chance to have their pieces recorded by Holland's Grammy- winning Metropole Orchestra and produced by the legendary Steve Lillywhite.
Visitors to The Financial Times' Glass City landing site "gain deeper insights into world business" by experiencing the London-based newspaper's news analysis and commentary distilled into a microcosm of onscreen interactive elements that link back to FT.com.
Australia's Design Royale and MTV Travel Co. launched a campaign promising to give young adults "unheard of" access to "the coolest hotels, cheapest flights and the best insider information on the top festivals, clubs, shops and hotspots" in four major international cities.
Award-winning Indian novelist Chetan Bhagat takes consumers on a virtual tour of his favorite Hong Kong haunts as well as attractions new to the city to showcase Hong Kong's appeal as "Asia's World City," boasting a fusion of Eastern and Western elements.
For years, South Cape Coins relied on traditional direct marketing to advertise its rare collection. A redesigned website includes a link to rare coin collectors' competition for consumers who "like" the South African coin dealer on Facebook, a video demonstration of the company's coin portfolio manager and a number of other interactive elements.
Commuters get a breath of fresh air as they walk past this "living" billboard, which advertises Coca-Cola but is made of all plants and located in the heart of Manila's busiest street.
To promote the release of British rock band Dry the River's new album "No Rest," Sony Music Entertainment developed a guerilla outdoor advertising campaign with a dimensional element directing passersby to the band's site, DrytheRiver.net.
As part of the American Honda Motor Co.'s sponsorship of the UK's Channel 4 Documentaries, the brand has embarked on a campaign to produce mini-documentaries about interesting ways customers use Honda products. Visitors to hub.honda.co.uk can enter to be the subject of the final customer documentary, which will air on TV and be housed on the site.
Diesel wants customers to know that finding items to "like" on Facebook is no longer limited to the digital world. Brick-and-mortar customers are now able to scan a quick response (QR) code next to each product across stores in Spain to register that they like the item on Facebook, just as they would an online product.
For two Saturdays in May, McDonald's and Tribal DDB Stockholm gave pedestrians in Stockholm's Stureplan, a busy intersection in the city center, the opportunity to interact with a digital billboard using their mobile phones.
The Information Blanket, an LLC founded by London-based creative agency Beattie McGuinness Bungay (BMB), began distributing blankets in May to new mothers in Uganda. Each blanket contains easy-to-understand childcare diagrams and instructions for families without access to healthcare facilities.
Visitors to the Kazemill site, developed by McCann Healthcare Worldwide for pharmaceutical company SSP Japan, can track the location and severity of cold symptoms in Japan as indicated on a 3D, color-coded graph overlaid on a map of the country.
The Coca-Cola Co. celebrated its 125th anniversary on May 8 with a global integrated campaign. In the UK, a user-generated contest asked consumers to design retro posters for a chance to have their design featured on the soft drink's Piccadilly Circus sign.
UK online supermarket Ocado recently extended its delivery service to the West of England and South Wales. New shoppers in those areas received an £15 discount ($25) on their first order.
Tourism Queensland is following up its successful "Best Job in the World" campaign with a new one aimed at corporations. The "Million Dollar Memo" campaign lets companies enter to win AUD 1 million ($1.05 million) worth of corporate incentive travel to the Australian province.
Clothing brand Hugo Boss and UK-based racecar team McLaren are celebrating 30 years of partnership with the "Dress Me for the Finale" online competition. The effort allows Formula 1 fans the chance to design driving suits for McLaren drivers.
London-based hosiery company Pretty Polly is giving UK-based women the chance to become the company's brand ambassador for 2011, while also scoring a one-year modeling contract with Leni's Model Management, £1,000 worth of fashion label River Island vouchers and a year's worth of free tights. The "Legs 11" campaign, which began in mid-February and runs through June, lets entrants upload photos of their legs to Facebook, where visitors can vote on each one.
Audi India's integrated "Advanced State of Mind" campaign directs potential customers to a 3D microsite promoting its Audi A8 L car, recently introduced to the Indian market.
Spanish airline Spanair surprised nearly 200 passengers on one of its flights from Barcelona to the Canary Islands as part of its "Unexpected Luggage" campaign, developed by Shackleton.
The Juvenile Diabetes Research Foundation wanted to increase awareness and donations for its cause during the holiday season. The nonprofit partnered with the London office of Initiative, an Interpublic Group agency for "The World Smiles" global campaign.
An Amnesty International campaign used stark "Fence" artwork to encourage the public to sign an online petition in support of Troy Davis, who has been on death row for 19 years despite possible holes in the evidence that convicted him. Visitors to Amnesty's site can read about Davis' case and other causes.
The Offer: The United Nations Association of Sweden's (UNA-Sweden) "Unselfish Status" campaign encourages Facebook users who "Like" the nonprofit to donate to its causes.
The Offer: Vodafone worked with Amsterdam-based They agency this past summer to promote the launch of Holland's first prepaid Blackberry, the Blackberry Curve.
Stella Artois offered select London pub visitors the chance to participate in a series of scenes produced for a promotion around its Stella Artois Black beer, recently released in the UK.
The Yellow Pages in Melbourne, Australia, sought to demonstrate advertising efficacy in its small business pages, so it created a case study.
The Society for the Prevention of Cruelty to Animals in Hong Kong partnered with DDB and Tribal DDB to raise awareness of battery-farming practices in Hong Kong and elsewhere with the "Think Your Place is Small?" campaign. The campaign offers recipients a perspective on chickens' homes in captivity.
Multichannel beverage campaign improves brand perception through blind taste testing.
Fictitious artist campaign on social media sites promotes product via trendy T-shirts and social content.
Billabong's "I Surf Because" digital campaign sought to build the surf company's customer database through user-generated submissions. As visitors registered at ISurfBecause.com, Billabong could track location, viewed content and time spent on site.
McDonald's research and testing indicated that although it did not have brand recognition when it came to chicken wings in China, consumers preferred the taste of its wings to others.
Company of the Week
SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.