JCDecaux sends out the worst mailing ever in the history of direct mail.

The problem: JCDecaux is well-known for their 2m2 billboards. But they wanted to show their clients that they offer other billboard sizes as well.

The solution: They send out the worst mailing ever in the history of direct mail. Every advertiser received a miniature 2m2 billboard featuring one of its own ads, but with a huge mistake. JCDecaux had confused their biggest clients’ products with those of their biggest competitor. Nike received a miniature 2m2 billboard for their Nike Stan Smith. Dior for their Dior No5, Apple for their Apple Xperia, etc.
JCDecaux apologised for their intentional error in an accompanying letter.
“We are sorry we have intentionally mistaken you for a competitor. We just wanted to let you know how we feel every day. But we assure you that if you choose our networks for your next campaign, it would not be a mistake.“

The results: The strong reaction and frustration that this move caused amongst the marketing directors led to a 15% increase on demand for bigger billboards.

Credits :
Creative Director: Arnaud Pitz & Sebastien De Valck
Associate Creative Director: Klaartje Galle
Creative Team: Toon Vanpoucke & Morgane Choppinet
Account Supervisor: Isabel Peeters
Account Manager: Marleen Depreter
Strategic Planner: Tom Vingerhoets, Jan Van Brakel
Advertiser Supervisor: Veerle Colin (JCDecaux) Els Desmedt (JCDecaux)

JCDecaux: Google Street View Unpaid Bills

A huge bill to your client make be the answer to get that meeting you wanted. This is what JCDecaux together with BBDO Belgium did. They sent 53 of Belgium’s biggest advertisers a framed picture of their campaign on Google Street view. They attached a letter and a detailed invoice to inform them that their billboard had been visible on Google Street View for years and years without being paid for. Instead of paying of course they just asked from the advertisers a meeting, so they could listen to their sales team about the digital technologies they provide.

Credits
Agency: BBDO, Belgium
Creative Director: Arnaud Pitz & Sebastien De Valck
Art Director: Toon Vanpoucke
Copywriter: Morgane Choppinet
Account Supervisor: Isabel Peeters
Advertiser Supervisor: Veerle Colin (JCDecaux)

Pause Home Entertainment: Speaker Cards

Pause, a Stockholm based high-end hifi store developed a business card that transforms into a battery-free speaker for smartphones, delivering a 17% increase in volume. Pause promise is that they can create customized sound systems for every wallet. This card delivers the message literally.

Pause Speaker Cards from Ourwork on Vimeo.

Credits:
Advertising Agency:  Åkestam Holst

Philips: Augmented Reality Mugs

Offline augmented reality. Cheap, clever, working. Nice one from Taipei.

Advertising Agency: OgilvyAction, Taipei, Taiwan
Regional Executive Creative Director: Daniel Comar
Creative Directors: Chyi Lin
Assistant Art Director: James Lei
Group Account Director: Julia Ou
Associate Account Director: Vincent Chang
Account Executive: Joanne Mei
Production: Jack Wu, Peggy Chou
Designer: Alex Noble, Kenny Foo, Fong Wei Kit
via

Joupi: Bag

A bag that smiles when it receives a toy.



Advertising agency: Euro RSCG 360, Paris, France
Chief Creative Officer: Hugues Pinguet
Creative director: Jean-Louis Goineau
Art director: Sabrina Leva
Advertising Manager: Marie-Claude Morat
Account supervisor: Anne-Flore Seringe
via

Tesco: Homeplus Subway Virtual Store

This is a truly remarkable idea for Tesco (actually “Homeplus“ since their re-branding) in South Korea.


A virtual super market in a subway where you can buy products simply by scanning a QR code with your smartphone. The products are being delivered to your house as soon as you go back.

The campaign just won Grand Prix in Media, and Gold Lions for Direct and Outdoor.

Advertising Agency: CHEIL WORLDWIDE Seoul, KOREA
Executive Creative Director: Joungrack Lee
Art Director: Youna Chung
Art Director: Youbin Bang
Art Director: Yeonjoo Lee
Copywriter: Misu Yi
Photographer: Skyteam
Illustrator: Sungmin Jee
Account Manager: Joowon Han
Creative Director: Youna Chung
Computer Graphic: Moon & Sun

Mercedes-Benz: The Sprinter applies for a job

Tough times to get a job. Even for a hard working van like Splinter. So, why wait and not sent a few job applications?

Lukas Lindemann Rosinski, carved words on the tires of the Mercedes van, send the Splinter on a mud bath and then made it wrote its own application letters.

A very impressive direct mail.
 


Advertising Agency: Lukas Lindemann Rosinski, Hamburg, Germany
Executive Creative Directors: Arno Lindemann, Bernhard Lukas
Creative Directors: Thomas Heyen, Markus Kremer, Jakob Kriwat
Art Directors: Markus Kremer, Damian Kuczmierczyk
Copywriter: Thomas Heyen
Designer: Victor Aloji
Account: Jascha Oevermann
SFX: Thomas Beecken
Producer: Martin Schoen
Director: Marc Bethke

Dawn Newspaper: Wet

A bright idea for a good cause by Saatchi & Saatchi in Pakistan.

Advertising Agency: IAL Saatchi & Saatchi, Pakistan
Chief Creative Officer: Ali Mumtaz
Creative Director: Alia Chughtai
Copywriter: Ali Mumtaz
Photographer: Amean J

BMW: Cut through Winter

Excellent direct mail for BMW.

Advertising Agency: Cundari, Canada
Chief Creative Officer: Brent Choi
Copywriter: Alex Manahan
Art Director: Andrew Bernardi
Associate Creative Directors: Mike Sipley, Mike Dietrich
Production Manager: Cecily Lo
Account Director: Daryn Sutherland
Designer: Sarah Cosentino

Lee: Never wasted

"With the relevance of eco-friendly initiatives increasing every day, Lee wanted an innovative solution that would display their affiliation towards the same and also spread the message amongst their customers. To drive the message home in a fun and effective way, we went for something a bit more inventive than just a bag made of recycled paper. The ‘Never Wasted’ shopping bag that can be reused in one way or another. Some for fun, some for function, but nothing ever goes into the trash. Not only did this make the idea long-lasting and interactive but also conveyed the message in a fascinating manner. A surge in interest from patrons forced us to produce 100 times more bags than the initial production of 3,000 bags."

 Advertising Agency: Happy Creative Services, Bangalore, India
Creative Director: Praveen Das, Kartik Iyer
Art Director: Viduthalai Raj
Copywriter: Athul
Illustrator: Vinayachandran
Designer: Viduthalai raj
Studio: Rama Krishna

Harley Davidson: Handlebars Calendar 2010

Challenge
Harley-Davidson Numero Uno Milan wanted the 2011 calendar to be the most amazing, something that really describes Harley-Davidson’s world and feelings.

Idea
We didn’t simply create a calendar, we created a trip experience. We gave our calendar handlebars, landscapes, people’s reactions and a subjective point of view, just to let people imagine the experience of riding a Harley-Davidson for 365 days and get them to realize that a Harley-Davidson is the best point of view you can choose.


Advertising Agency: Grey, Milan, Italy
Executive Creative Director: Francesco Emiliani
Head of Art: Francesco Fallisi
Art Director: Gaetano Cerrato
Copywriter: Francesca Andriani
Junior Art Director: Giovanni Nava
Photographer: Giovanni Santarelli D’Angelo

Media 1: Undeliverable Letter

It is nice to see advertising agencies who try to get themselves into pitches, use their creativity as the medium instead of spamming. See what "Media 1" did in order to get new clients.

Advertising Agency: Demner, Merlicek und Bergmann, Vienna, Austria
Creative Director: Francesco Bestagno
Copywriter: Alexander Hofmann
Art Director: Francesco Bestagno
Graphics: Claudia Strauss
Account Manager: Siegfried Kaufmann

IKEA Lack Side Table: Pop-up

Creative Director / Copywriter: Kelvin Lai
Art Director: Woody Hu

WWF Earth Hour: Candle Box

Τι καταπληκτική δουλειά πραγματικά. Μια πανέξυπνη low budget ιδέα για την WWF από την LEo Burnett στις Φιλιππίνες.



Advertising Agency: Leo Burnett Manila, Philippines
Executive Creative Directors: Richard Irvine, Raoul Panes
Creative Director: Alvin Tecson
Art Director: Mela Advincula
Copywriters: Candice Madamba, Cey Enriquez
Agency Producers: Benjie Puno, Marissa Abayari
Account managers: Raymond Arrastia, Sue Ann Nolido, Gela Peña, Nati Go

Total Nutrition Corporation, GNC Burn 60: Burn bag

Advertising Agency: DDB DM9JaymeSyfu, Manila, Philippines
Executive Creative Directors: Merlee Jayme, Eugene Demata
Creative: Allan Montayre
Assoc Creative Director / Art Director: Gogie Sinson
Copywriter: Biba Cabuquit
Photographer: Mark Nicdao

Bang & Olufsen: Audio Annual Report

Brief: More than 80 years of Danish craftsmanship have turned Bang & Olufsen into an outstanding premium brand for hifi- and tv-systems. Each product meets highest standards in exclusiveness, quality and innovation. In 2009, Bang & Olufsen launched an expanded innovation campaign, including the introduction of various new products. The annual report 2008/09 should also be presented in a new, exceptional mode, to support the campaign and alter the innovative image of the brand. The target audience consisted of special shareholders and customers.

Creative Execution: The audio annual report perfectly reflects the core characteristics of Bang & Olufsen: quality, innovation and design. Listening to the annual report, the customer/shareholder is able to experience all three of these features: they hear extraordinary sound quality, receive facts and data in a completely new way and obtain an annual report in the form of a design object. Therefore, the idea is highly relevant to the products, and the brand.

Creative Solution: In order to achieve maximum attention and high response rates, we produced the first audio annual report worldwide. The most prominent excerpts of the annual report were interpreted and transferred into music by a renowned opera ensemble. An amazing work of arias, overtures and chorales was created. The premium edition, a design adaptation of the B&O-classic BeoSound 9000, was sent to a limited number of special shareholders and customers. The basic edition, an elegant metal CD case, was sent to selected shareholders and customers. In addition, each package included the complete annual report as a PDF.

Results: The audio version of the annual report lead to extraordinary response rates of 37% for the premium version and 24% for the basic version. Customers, as well as shareholders were enthusiastic about the idea and the high-quality production. At exhibitions, in B&O shops and in investment talks the annual report strongly increased interest for the brand and demand for novelties. Due to the highly positive feedback, an audio version of the upcoming annual report 2009/10 is planned for the international market.

Advertising Agency: Serviceplan, Munich, Germany
Chief Creative Officer: Alex Schill
Creative Directors: Christoph Everke, Tim Strathus, Matthias Mittermüller
Copywriter: Juliana Hirsing
Art Director: Monika Steiner
Account Supervisor: Ralf Hussar
Production Company: just gmbh
Producer: Christian Geisler
Sound Design: Michael Armann

LavOnline: Tomato Splat

Άλλο ένα ενδιαφέρον direct για laundry service. Η ενέργεια είχε χαμηλό κόστος προφανώς και ικανοποιητικά αποτελέσματα λόγω του ότι οι άνθρωποι κατάλαβαν ότι πρέπει να στοχεύσουν ένα niche κοινό. Στην Ελλάδα θα στόχευαν σαν core κοινό όλους τους άνδρες 18-64 μέση, ανώτερη κοινωνικοοικονομική κατάσταση (δηλαδή τους πάντες). Μη τυχόν και αφήσουμε κανέναν έξω. Να πάμε στον πελάτη και να του πούμε ότι μιλάμε σε μια χούφτα ανθρώπων? Είναι δυνατόν? Τσ τσ τσ...

Advertising Agency: DDB Group, Milan, Italy
Executive Creative Directors: Francesco Taddeucci, Luca Albanese
Creative Director: Sergio Muller
Art Director: Francesco Epifani
Copywriter: Nicoletta Zanterino
Account Director: Simone Lucarelli
Photographer: Michele Gastl
TV Director: Giulio Mangosi
Published: February 2010

Ariel Pro-zim 2: Stain By Numbers

Ωραία direct ενέργεια για το Ariel που αποδεικνύει για άλλη μια φορά ότι δεν χρειάζεται να κάνεις γελοία επικοινωνία για τέτοια προϊόντα για να περάσεις το μήνυμά σου.

Advertising Agency: Saatchi & Saatchi, Dubai, UAE
Creative Directors: Maru Kopelowicz, Sion Scott-Wilson
Copywriters: Bianca de Silva, Neil Harrison
Art Directors: Christopher Jones, Anjum Shaikh, Masa Al-Kutoubi
Prodution Company: Power Print, Acacia Projects
Photographer: Dave Kennedy
Additional credits: Jihad Hamza, Hamid Naqvi, Heidi Afifi
Published: April 2010