Gold
Mini Mostnificent
Agency: Draftfcb New Zealand
Client: BMW New Zealand
The challenge that BMW New Zealand faced was trying to convince owners of its Mini car to upgrade to next year’s model despite few changes to the new auto. The company, working with Draftfcb New Zealand, decided to replicate the “sensory assault” that the Mini brand can deliver. The company also aimed to show customers that although their current Mini made them happy, a new version of the car would blow the old version out of the water through a higher state of mind called “Mostnificence.” Judges described the campaign as “crazy stuff, brilliantly executed,” “beautifully designed and written” and “perfect for the Mini brand.” Other judges said the campaign concept was a “brilliant idea” that “contains excellent execution of both copy and art direction” and a “very clever device to get a high open rate.” One judge praised the work by saying that “getting it into a CEO’s hands is tricky. This did it.”
Executive Creative Director
James Mok
Creative Director/Art Director
Tony Clewett
Copywriter
Rob Banks
Designer
Nick McFarlane
Bronze
Undeliverable Letter
Agency: Demner, Merlicek & Bergmann
Client: Media 1
Media agency Media 1 wanted to find new clients, and therefore had to reach CEOs — a difficult prospect because of the many challenges inherent in getting a letter directly to a chief executive rather than their secretary. The firm sent letters to fake addresses that were returned to the alleged sender — the CEO whose name was on the back of the envelope. The campaign received 38 replies from 50 letters sent.
Creative Director/Art Director
Francesco Bestagno
Copywriter
Alexander Hofmann
Graphics
Claudia Strauss
Iron Envelope
Agency: Proximity London
Client: Royal Mail
A change in delivery regulations enabled customers to send heavier and larger packages via Royal Mail. To engage 80 high-volume customers, the organization created a mail campaign that would promote the Royal Mail’s Tracked service. The organization then sent metallic envelopes to prospective customers with their names and addresses engraved. The campaign earned a ROI of 23 to one.
Executive Creative Directors
Duncan Gray, Caitlin Ryan
Art Director
Jo Jenkins
Copywriter
Marcus Iles
Finalists
The Most Important Meal
Agency: Cubed Communications
Client: Australian Direct Marketing Association
CDs: Dave Scott, Kate Lightfoot
VW Service Plans
Agency: DDB UK
Client: Volkswagen
CD: Guy Bradbury
Business to Business Card
Agency: DDB UK
Client: The Financial Times
CDs: Guy Bradbury, Scott Walker
Dr. Kiprov – Business Card
Agency: Demner, Merlicek & Bergmann Werbegesellschaft
Client: Dr. Hajnal Kiprov
CDs: Rosa Haider, Togla Buyukdoganay
Yacht Blueprint
Agency: OgilvyOne Worldwide
Client: DHL (Express) India
CD: Shahrukh Dandiwala
The Big Number Plate
Agency: Stephens Francis Whitson
Client: Microsoft Advertising
CD: Chris Whitson
