Gold
Temporary pants expander/Single business campaign
Agency: Cossette-Blitz
Client: Fusaro’s
While Fusaro’s, an Italian restaurant in Toronto, is a popular destination for lunch and dinner, the owners needed a way to let local businesses know that it also offers catering services. Blitz developed a direct mail campaign targeting executive assistants and office managers at businesses in the general area surrounding the eating establishment. Recognizing that it wouldn’t be enough to simply get this audience to open any direct mail it received, Blitz set out to create a direct mail piece the 200 targeted recipients would want to hold onto for future catering needs. The agency used iconic Italian dining visuals such as a red checkered tablecloth to communicate that Fusaro’s authentic, home-style cooking stands apart from the food offered by other catering services, which can be boring and bland. While at first glance the piece looks like a depiction of a typical Italian table setting, it turns out to be much more upon closer inspection. It is actually a Fusaro’s “temporary pants expander,” made from red checkered cloth, which attaches to a pair of pants to let out the waist. It is supposed to drive home the idea that Fusaro’s food is so good, your guests won’t want to stop eating.
SVP, Managing Partner, Creative Director
Roehl Sanchez
Senior Art Director
Mario Cesareo
Creative Group Head, Copywriter
Pete McLeod
Associate Creative Director
Ago Guastella
I almost starred in Transformers 2/Single consumer
Agency: Leo Burnett/Arc Worldwide
Client: Hicom-Chevrolet
As one of several auto-related sponsors of the film Transformers 2, Chevrolet needed
to convince editors from major auto publications to attend its premiere night viewing
of the film instead of screenings being held by other sponsors on the same night. Tapping into everyone’s secret desire to be a movie star, agency Leo Burnett/Arc Worldwide created an invitation that took personalization to new levels. It placed each recipient into the storyboard for a scene from “Transformers 2” as if he or she had originally been cast as the leading actor or actress in the film. Since the part obviously went to someone else, Chevrolet was offering them a free movie pass. Out of 290 invitations mailed out, 286 recipients attended the premiere.
Executive Creative Director
Tan Kien Eng
Creative Directors
Theresa Tsang, Valerie Chen
Senior Art Director
Phianphon Sitichaidecha
Copywriter
Nik Faraliza
Designer
Lo Yew Joe
Illustrator
Ken Wong Woon Kian
Studio Manager
Fok Soop Chin
Production Managers
Ong Chee Hin, Liew Kam Yong
Recycled posters/Single business
Agency: Saatchi & Saatchi DGS
Client: Westpac New Zealand
Westpac Bank wanted to walk the talk when it came to promoting its commitment to sustainability. Agency Saatchi & Saatchi DGS created a direct mail package that not only exemplified recycling through and through, but would also help the New Zealand bank support branch managers in their efforts to motivate staff to be environmentally conscious. The outer envelopes were made from the bank’s point-of-sale posters, an item familiar to branch managers. Inside the envelope was a sheet of recyclable stickers for reminding staff members to think green. A letter to branch managers about the sustainability campaign was printed on the reverse side of the sticker sheet in order to save paper. Westpac is considering extending the effort to consumer mailings based on its success.
Executive Creative Director
Mike O’Sullivan
Creative Director, Saatchi DGS
Matt Shirtcliffe
Art Director
Arnya Karitiana
Copywriter
Louise Studholme
Senior Art Director
Jeff Harris
Production Manager
Jo Marsh
General Manager
Sonya Berrigan
Group Acount Director
Ian Howarth
Account Manager
Wendy Brockman
Head of Retail Banking, Westpac
Ian Moody
Brand Manager, Westpac
Liz Byers
BMW Long Letter/Single consumer
Agency: Draftfcb, New Zealand
Client: BMW New Zealand
Diesel engines appeal to many consumers in these cash-strapped times because of their fuel efficiency. However, most well-heeled car buyers don’t associate economical diesel engines with luxury vehicles, a preconception BMW wanted to change among New Zealand consumers. Working with Draftfcb New Zealand, the car manufacturer sent upscale prospects a direct mail piece designed to demonstrate how the frugality of a BMW diesel can facilitate some good, old-fashioned decadence.
Executive Creative Director
James Mok
Creative Director, Direct
Tony Clewett
Copywriter
Rob Banks
FINALISTS
The mirror of truth
Agency
OgilvyOne Worldwide GmbH, Frankfurt
Client
IKEA, Germany
ECD: Michael Koch
We’re smoothing out the wrinkles
Agency
OgilvyOne Worldwide GmbH, Frankfurt
Client
LFT, Lufthansa Flight Training
ECD: Michael Koch
