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Tree People / Single consumer

Agency: Lowe and Rivet
Client: Genesis Energy

Genesis Energy, New Zealand's largest electricity retailer, had to balance greater energy demands with a government-imposed decrease of its carbon footprint. Lowe and Rivet helped Genesis make going green easy enough for a child, through the Tree People Web site. Rather than promote age-old, easily dismissed ideas like shutting off lights when leaving a room, Genesis brought people together on an online social network. Users adopted a virtual native tree and every pledge and lifestyle change caused the tree to grow. Users could join groups, give to other people's trees and win prizes. A virtual forest of 13,000 trees sprang up, proving the power of small, concerted efforts by individuals.

Interactive Creative Director
Tom Markham

Executive Creative Director
Chris Hunter


Save The Children / Single nonprofit

Agency: M&C Saatchi Melbourne
Client: Save The Children

Save the Children (STC), the child develop­ment organization, operates in more than 100 countries. It tapped agency M&C Saatchi to broaden its exposure in Australia with an interactive, animated site detailing the work of STC's founder, Eglantyne Jebb. The site was called Lessons in Leadership from a Spinster in a Brown Cardigan, and touts STC's educational aspect by loading an animated, Flash-based open book upon entry. Twelve “lessons” on leadership are featured, highlighting the life of Jebb, the story of how STC was founded after World War I and the five fundamental rights she believed all children have. The site calls users to action and shows lagging donations compared to Europe and the US.

Creative Director
Steve Crawford

Head of art
Murray Brassgrove

Digital Art Director
Robert Barnett

Finalists

Feed the Senses
Agency

Arc Worldwide
Client
Nestle Purina
Creative Director
Mike Pugh

HarvesTED – The Trials
Agency
BMF
Client
Lion Nathan
ECD
Warren Brown
Creative Director
Chris James

The Rosen Project
Agency
CP Proximity
Client
Audi
Executive Creative Director
Eva Santos
Creative Director
Carles Alcon
Art Director
Ferran Lafuente, Inigo Castro

The Chase Goes On
Agency
DDB Germany, Hamburg
Client
Volkswagen AG
Executive Creative Director
Hartmut Kozok
Creative Director
Thomas Bober
Copywriter
Jan Hertel

Kite
Agency
Proximity London
Client
General Electric
Digital Creative Director
Pete Petrella

The Alka-Seltzer Great American Road Trip
Agency
Proximity/BBDO Canada
Client
Bayer HealthCare
VP, Creative Director
John Gagne
Associate Creative Director
Jon Webber

Gardasil
Agency
Rapp USA
Client
Merck
VP, Group Creative Director
Mike Aldinge

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