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Your Trust Matters

Agency: DMW Worldwide, LLC
Client: TruMark Financial Credit Union

These spots targeting middle-class households in metro Philadelphia confronted the issue of consumer distrust and disallusionment with the banking industry head on. After the banking crisis inflamed consumer anger, the ads immediately differentiated nonprofit TruMark Financial Credit Union from commercial banks by positioning it as a desirable consumer-friendly alternative where “Your Trust Matters.” Nearly 5,000 new accounts were opened in 90 days, more than double historical rates. Brand and eligibility awareness increased to 48.3% from 16.3% and 37.2%, respectively.

Chief Creative Officer
Bill Spink

Creative Director
Wendy Vagnoni

Associate Creative Director
Kevin Breen

Dr. Obvious

Agency: OgilvyOne New York
Client: Medco Health Solutions

Part of an integrated campaign designed to drive registration for Medco Pharmacy's prescription delivery service and build brand awareness, these spots introduced US viewers to “The Science of Obviology,” founded by Dr. Obvious, head of the Institute for the Incredibly Apparent. The doctor illustrated Medco advantages by presenting research findings, such as 100% of millions of people studied prefer saving money. “A self-deprecating sense of humor that derides the medium beautifully,” noted one judge.

Executive Creative Directors
Mat Zucker, David Fowler

Group Creative Director
Joel Tretin

Creative Director/Copywriter
Jim Thompson

Bronze

Cardboard Cutouts

Agency: Draftfcb New Zealand
Client: Ministry of Social Development Family and Community Services (New Zealand)

The team was challenged to encourage New Zealanders to take action against family violence. Breaking from a traditional focus on victims, these ads told a perpetrator's story. Cardboard cutouts represented family, friends and neighbors. The cutouts equated inaction with nonexistence, and “It's ok to help” messaging helped drive viewers to areyouok.org.nz for advice and support. The site garnered nearly 1,000 daily visitors the first month.

Executive
Creative Director

James Mok

Art Director
Leisa Wall

Copywriters
Jane Langley, Scott Kelly

Film Company
Robbers Dog

Diarrhoea

Agency: Kitcatt Nohr Alexander Shaw
Client: WaterAid

Nonprofit WaterAid tested sanitation messages with this integrated “Dig toilets, not graves” campaign aimed at men and women ages 35 to 44, an audience younger than its typical supporter base. The “Diarrhoea” ad begins with UK children singing a “diarrhoea song” before cutting to a boy in Zambia, who finished the song by emphasizing that diarrhoea kills. Images of Zambians building a pit toilet follow.

Art Director
Guy Patrick

Copy Director
Kate Flather

Life is a Profit

Agency: Proximity Colombia
Client: Almacenes Exito

During the finanical crisis, Colombian retailer Almacenes Exito gave consumers two minutes to reflect positively on life with this one-time spot that had no visual content — only a man's voice coming from black TV screens encouraging a return to basics and appreciation for simple things. The ad ran on all networks during soap operas. Lavidaesunaganancia.com appeared as the sole visual content.

President
Mario Bertieri

Creative Director
Sandra Piedrahita

Graphic Creative
Director
Alejandro Mesa

Web Creative Director
Phillip Scholz

Copy
Lina Tono

Finalists

Lost Socks
Agency: Colenso BBDO
Client: Fisher & Paykel
ECD: Nick Worthington

The Big Picture
Agency: BBDO New York
Client: Starbucks
CCO: David Lubars

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