Education with an H/Consumer campaign
Agency: Shackleton
Client: Random House Mondadori
Random House Mondadori needed to promote a book about education in Spain whose title roughly translated to School Sickness. Rather than push sales of the book, agency Shackleton decided to launch a debate on the quality of Spanish education in order to build awareness of the book. A fake video of the Education Minister was launched on heducation.com, a site where people could post educational opinions. Briefcases were sent to bookstores and opinion leaders presenting the book and the initiative. The effort led to 35,000 book sales — three times the client’s objective.
Executive Creative Director
Alfonso Marian
Copywriter
Jorge Martinez
Creative Director
Alvaro Gonzalez
Art Director
Oscar Moreno
General Creative Director
Juan Nonzioli
Foosball 09/Business campaign
Agency: BMF
Client: Radar Recruitment
Radar Recruitment wanted a campaign that would promote its services without focusing on the dismal job market. It decided to launch a foosball tournament with teams from 12 advertising agencies. Print, direct mail, posters and digital ads drove people to online registration. One hundred and forty-eight registrations came in within 12 days — a total of 73 teams.
Creative Director, Direct
Dylan Taylor
Art Director
Corinne Goode
Fight crub/Nonprofit campaign
Agency: Wunderman, Sydney
Client: Australian Direct Marketing Association Agency Council
The Australian DMA wanted to ensure that 100 attendees from 10 agencies would register for its Agency Council event and hired Wunderman to assist. The ADMA Agency Council sent direct marketers inflatable sumo suits, inviting them to “compete” at the event. A microsite encouraged recipients to register a team of 10 wrestlers on a microsite and see which of their rivals was too chicken to compete. The pressure was on to break even, because the ADMA is a nonprofit, but the campaign yielded so much interest in the event that the organization actually turned a $4,000 profit.
Creative Director/ Art Director
Matt Batten
Art Director
Amanda Glover
Copywriter
Tim Wood
Moment before the moment/Consumer campaign
Agency: BBDO, New York
Client: Pepsi-Cola
Pepsi wanted to position its Amp energy drink as an extreme product. Agency BBDO came up with the “Moment before the moment” concept, which played on the exhilaration one feels right before an exciting life moment, such as walking on stage with a band, going to a big party or taking the biggest plunge on a roller coaster. TV, online and print media showed the moments before these events, driving consumers to AmpEnergy.com to view additional content, including recreations of the moments. More than 100,000 people visited the site.
Chief Creative Officers
David Lubars, Bill Bruce
Creative Directors
Mike Sweeney, Cesar Finamori
Art Director
Cesar Finamori
Throw us a bone/Single nonprofit
Agency: M&C Saatchi/Mark
Client: Sydney Dogs and Cats Home
Struggling to spur donations in a weak economy and recruit volunteers, Sydney Dogs and Cats Home sought a standout campaign. The charity ran an outdoor campaign around a character named Frankie the Wonderdog that enabled consumers to donate $5 by mobile phone and be rewarded with a trick. On a billboard near Sydney’s Customs House, Frankie hounded passersby to “throw us a bone” in the form of an SMS message in return for an immediate on-screen trick. Eight tricks encouraged repeat donations. In three days, 1,327 bones’ worth of donations were made, and 17.4% threw bones two or more times. The nonprofit also saw a 600% increase in new volunteers, and 25% of dogs needing homes were adopted.
Also placed bronze in the Ambient/Guerrilla category.
Executive Creative Director
Ben Welsh
Creative Director
Gavin McLeod
Copywriter
Genevieve Hoey
Art Director
Hannes Ciatti
Head Of Copy
Hamish Stewart
Technical Advisor
Aaron Wallis
Group Account Director
Megan Wooding
Account Director
Kirsty Smith
Account Service
Fiona Reay, Lee Bachaer-Adler
Animators
Matt Taylor, Mark Simpson
FINALISTS
Sears back to school
Agency
Young & Rubicam, Chicago
Client
Sears Holdings
ECD: Ken Erke
Yes coach
Agency
M&C Saatchi/Mark
Client
Optus
CD: Gavin McLeod
Doritos white bag
Agency
Proximity BBDO, Canada
Client
Frito-Lay, Canada
CD: Ian MacKellar, John Gagne
Operation free petrol
Agency
Proximity BBDO, Belgium
Client
Makro
Shaw 6’HUN
Agency
Proximity, Canada
Client
Shaw Communications
VP, CD: Ben Chandler
Relations 2.0
Agency
Proximity, Portugal
Client
CTT – The Portuguese Post Office
IBM Wimbledon seer
Agency
OgilvyOne, London
Client
IBM
CD: Emma de la Fosse, Charlie Wilson
No hunger
Agency
Shackleton
Client
Action Against Hunger
General CD: Juan Nonzioli