Gold
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
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
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
