TV/Infomercial

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1-2-3 succeed campaign/Consumer campaign

Agency: BBDO, New York
Client: FedEx Corporation

To tout its mobile and international shipping solutions for small business owners, FedEx launched a series of infomercials starring character film actor Fred Willard, of Anchorman, A Mighty Wind and Best in Show fame. The five three-minute long Web-only videos were developed by Omnicom agency BBDO. BBDO created spoof infomercials, titled “1-2-3 Succeed,” which feature Willard clad in tacky sweaters demonstrating FedEx products and interviewing potential customers. The ads can be found on a YouTube channel called “GetInfotained.” In one humorous clip, Willard marches in front of an obviously low-tech green screen with various locations rotating behind him, showing all of the places FedEx mobile solutions work: at a monster truck rally, while raking leaves, at a luau or at a Turkish bath.  In another over-the-top dramatization, Willard spells out the hassles of traditional mailing. “We've all had those days where you just can't seem to fill out a shipping label without messing up the address or the pen exploding all over you. Who needs that?!” The ads drive viewers to various microsites within the FedEx Web site. To date, the videos have garnered more than 670,000 views on YouTube.

Chief Creative Officers
David Lubars, Bill Bruce

Executive Creative Directors
Greg Hahn, Mike Smith

Senior Creative Director
Jason Lucas

Copywriters
Rick Williams, Paul Fix

Art Director
Carlos Fernandez

Senior Producer
David Logan

Music Producer
Loren Parkins

Account Team
Josh Steinman, Chava Ziff

Production Company
Bob Industries

Director
Bob Odenkirk

Editing House
Blue Rock

Editors
Tom Vogt, Lauren Bermudez

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

Bicep dancer/Single consumer

Agency: Clemenger BBDO Proximity, Melbourne
Client: Foster's Australia

To promote its Carlton Dry premium lager, Foster's of Australia, along with Clemenger BBDO Proximity, Melbourne, produced a prime time infomercial targeting men ages 18 to 25. Entitled Team Dry, the ad hoped to drive market share away from competitor Toohey's Extra Dry. To identify with its demographic, Carlton created a campaign touting procrastination with the tagline, “Carlton Dry: Proud Sponsors of Do It Tomorrow.” The ads featured a man with his hands on his head, making each bicep muscle flex and move to a hip hop beat.  The campaign encouraged men to put of important things and audition for a spot on Team Dry instead. “He's being paid to do this. Get sponsored. TeamDry.com.” Consumers who visited the Team Dry Web site could upload videos to audition for Team Dry. Carlton gave away 100,000 DVDs and got more than 60,000 hits on YouTube. Prior to the campaign, Carlton was consistently behind Toohey's Extra Dry in marketshare. Two months after the launch, Carlton Dry was matching its competitor in growth, beer for beer.

Executive Creative Director
James McGrath

Creative Director
Ant Keogh

Copywriter/Art Director
Seymour PopeCameron Harris

Agency Producer
Sevda Cemo

Director
Miki Magasiva

Producers
Sarah Cook, Matt Noonan

Editor
Peter Sciberras

Sound Designer
Paul Le Couteur

SILVER

Your time/Single consumer

Agency: Ogilvy & Mather, New York
Client: Kaplan Higher Education Corporation

Online degree program provider Kaplan University wanted to increase its brand image, raise the bar for advertising and reposition itself as a thought leader in online education. Targeting students ages 21 to 54 who were seeking an undergraduate or graduate degree, Kaplan launched an infomercial entitled “Your Time.” The campaign promotes the growing demand for a talent pool who didn't necessarily take the traditional educational path after high school, including those in the military, those with full-time jobs and stay-at-home moms. The spot focuses on new ways to develop the talents of people in these groups.  The spot increased brand awareness from 46% to 64%, and increased brand consideration from 7% to 12%. More than 2.4 million visitors came to the microsite in the first four months since the launch.

Creative Director
Chris Curry

Creative Director, Copywriter
Jerry Dugan

Creative Director, Art Director
Todd Goodale

Agency Producer
Melanie Baublis

Director
Kevin Thomas

Executive Producer
Philippa Thomas

Producer
Jon Dino

Editor
Adam Leibowitz

Munich/Single nonprofit

Agency: Euro RSCG, Czech Republic
Client: National Museum

Last October, The Czech National Museum was exhibiting The Munich Agreement for the first time. The Agreement, from 1938, is the pact in which Hitler, Mussolini, Chamberlain and Daladier forced Czechoslovakia to give Sudetenland to Nazi Germany. The museum chose a humorous way to talk about a sensitive subject. An elderly cleaning lady is seen walking around the empty museum after hours. She's cleaning the glass of a museum display with glass cleaner. When she gets to the case containing The Munich Agreement, she looks around, spits on the glass and continues to wipe it. The spot was developed by Euro RSCG, Czech Republic.

Creative Director
Eduard Kauba

Copywriters
Filip Kukla, Pavel Fris

Art Director
Ales Pokorny

Director
Jakub Hussar

BRONZE

Bad advice/Nonprofit campaign

Agency: M&C Saatchi/Mark
Client: Headspace

Headspace, Australia's National Youth Mental Health Foundation, launched a DRTV campaign targeting 12- to 25-year-olds. Using a straightforward DRTV cartoon ad and radio ads, Headspace positioned itself as “someone else to go to” when young people face emotional difficulties. Web traffic increased 55% on days when the ads appeared, and 63.7% of visitors said they visited the site as a result of seeing the campaign. Facebook fans also increased significantly.

Executive Creative Director
Ben Welsh

Creative Director/Art Director
Graham Johnson

Creative Director/Copywriter
Oliver Devaris

TV Producer
Loren August

Planning
Colin Jowell

Senior Account Manager
Annabelle Barnum

Digital Art Director
Chris Little

FINALISTS

 

Qwest communications family memories
Agency
Draftfcb, Chicago

Client
Qwest
SVP, Group CD: Mary Knight

Uzbekistan, Bahrain, Japan
Agency
Lowe Sydney

Client
Football Federation Australia
ECD: Executive Creative Director

Which is it to be?
Agency
Meteorite

Client
World Vision
ECD: Dan Douglass

Sunflower for children        
Agency
Young & Rubicam, Prague

Client
Sunflower Nonprofit Foundation
CD: Daniel Ruzicka

What's your manulife one number?
Agency
OgilvyOne, Toronto

Client
Manulife One
Creative officer: Nancy Vonk

Lovin' you
Agency
Stephens Francis Whitson

Client
MORE TH>N
Creative partner: Neil Francis

Obsessively structured search engine
Agency
Young & Rubicam, Prague

Client
Najdivideo.cz
CD: Daniel Ruzicka

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