Jeep Mexico:::The Exits campaign

Jeep has been presented as the best off road option in Mexico with a set of three roadside billboards designed at BBDO Mexico.
The agency had the challenge of strengthening the Jeep brand among their target, showing the essence of the brand, highlighting its unique capacity and performance off-road, with a ridiculously low budget.
They placed three affordable billboards out of town on Mexico’s busiest highway over the summer, integrating them to the highway by using colors and typography resembling official signage.
The billboards point to non-existent roads to Acapulco, Puerto Escondido and Eterna Juventud (Fountain of Youth) but include the small print - “Solo Para Jeep”, “Just For Jeep”.

Mahou :Wiki-movie

BRAND OWNER:Grupo Mahou San Miguel
CATEGORY:Drinks (alcoholic)
REGION:Spain
DATE:Mar 2009 - Jul 2009


In Spain, legislation allows alcohol advertisers to show the product, but not drinking the product. Beer brand Mahou wanted to create an engaging experience around the brand, but within the confines of the legislation.
Mahou’s solution was to recruit two comedians (Jose Corbacho and Juan Cruz) to prepare a short film, whose entire plot and characters are chosen by users through polls, comments or user-generated content. Named “La Wikipeli” (The Wiki-movie), the short film is effectively co-directed by whoever chooses to participate.

People can sign up via a site, http://www.lawikipeli.com/, to have their say in the film.








Periodically, participants are asked to vote on a character actor or a name of an actor or asked to submit their ideas or put themselves forward for a cameo. There is a calendar which shows key dates in the film-making agenda and each person who signs up gets a co-directors table, where you can view all of the work that needs to be done, i.e. all of the decisions that need to be made in order for the progress to be made. These are divided up into things that users need to vote on and things that users need to nominate themselves for. For example the film is looking for a cameo of an actor who gets preyed upon by a group of beautiful women.
Candidates are invited to submit a video via a YouTube channel of how they would act in a nightclub when they realise that a load of women are checking them out. Users then vote for their favourite candidate to win the role. Other requests include a search for retro furniture to be used in the film. The project is still ongoing and will run until June. Five winners will have the opportunity to help the final film-making.


From choosing the name of the main character...







... to pick up the perfect actor/actress for each role (like this candidate trying to be the perfect pick for a cocky PR girl)
Or even hilarious situations of people wanting to be devoured, the two main directors looking for a restaurant to provide the catering services or asking you to reuse that furniture stuff that you use no more at home; in the end the site is a funny process that is not limited to just one 5-10 minutes microsite experience but that keeps growing and growing while the thing goes on.

The only thing i found regrettable is that, besides a YouTube channel, this might be the kind of project that could use social platforms like Facebook, MySpace or Tuenti to make the experience bigger, not just about providing stuff for the site but allowing people a place to look for others to vote them as the perfect ones for each role or things like that, but i didn't find any Facebook fan page nor a group, just two "users that can be added as friends" but that have no friend actually. The same goes for using mobile platform and RSS feed, or the lack of them. I mean, when something can become so big it should be expanded, otherwise is felt constrained within a single site, being the idea exactly the opposite as it tries to be spread.

Mysterious coincidences

a nice self promotion ad by the Martin agency; based on this copycat/cliche’ concept


























Client: Coca Cola
Year: September 2000






































Client: Diet



























Client: Fitness Club
Year: September 2004


















Client: The Birth Place

Client: Fertility Center

Title: UpsizeP

roduct: Breast Enhancement

Advertiser: American Academy of Cosmetic Surgery

Advertising Agency: Impact Plus (BBDO) Dubai

Creative Director: Paul Fayad

Copywriter: Leslie Mendonca

Art Director: Sonny Guzman

Account Supervisor: Nora Badry

Country: UAE

Year: 2008 - 2009

Client: Wonderbra

Advertising Agency: Saatchi & Saatchi Frankfurt, Germany

Creative Director: Florian Pagel

Copywriter: Manuel Rentz

Art Director: Philipp Böttcher

Special Build: Thomas Breen

Agency Producer: Erwin Endlich-

Frey CCO: Burkhart von Scheven

Year: January 2008

Honeywell's ::: Electronic Mail[ very old]

LONG-TIME-NO-SEE SAUDI KISS

Agency:TBWA\RAAD Middle East Dubai
Client:Arab Media Group, MTV Arabia

Internet new wave of restrictions

According to Jeddah-based Saudi Gazette, Saudi’s Ministry of Interior has made it mandatory for internet cafés in the kingdom to install hidden cameras, and to supply a record of names and identities of their customers.

Included in the new wave of restrictions? A ban on using any Internet service subscription, prepaid cards or unlicensed satellite Internet other than the one certified for use by the café. Those under 18 will not be allowed into the cafés, with the exception being computer science students. Cafes have to close by midnight...

Singapore Tourism Board :::MAD in Singapore

BRAND OWNER :Singapore Tourism Board
CATEGORY:Travel/Airlines
REGION:India
DATE:Feb 2008 - Jul 2008


In India, Singapore was not on the radar as a holiday destination for the entire family. Singapore Tourism Board's challenge was to reposition the way Singapore was perceived - from being a business destination to a family destination.

Singapore Tourism Board realised that the best way to influence India's holidaying habits, was to make Singapore a cool destination for children.
So Singapore Tourism Board partnered with POGO's (a top rated India Kids' Network) program MAD (Music, Art & Dance) and its popular anchor Rob, to take the show on location in Singapore in the summer of 2008.

After fervent negotiations MAD - the highest rated show in the key Sunday morning time period - was rebranded MAD in Singapore. "MAD in Singapore" kicked off in February with a competition - on-air and on-line - that would give the lucky winners the chance to travel to Singapore with Rob on POGO's 2008 "Summer Special".

Six half hour episodes were created, following the kids' adventure-laced journeys. Each show promoted a different aspect of the island city. The episodes aired every Sunday morning throughout May-June, with midweek repeats.

The programme reached 1.3 million children on average each episode. Research following the campaign revealed that 1 in 3 families were pestered by their child to take the family to Singapore.

Actual travel to Singapore converted to an overall 9% year over year increase versus the previous summer.

Best Ads April 15, 2009

American Express:::Members Project

BRAND OWNER:American Express
CATEGORY:Financial
REGION:USA
DATE:Mar 2008 - Nov 2008


The American Express Card was struggling to maintain its uniqueness in a flooded credit card category. Its competitors were also beginning to target a more affluent customer – Amex’s traditional target. American Express needed to differentiate itself and establish new relevance with today’s consumers in sensitive economic times.

Amex decided that what made it unique was the community of card members, which it decided to activate to make ‘the value of belonging’ central to American Express’s core value proposition.

Digitas identified a strong “sense of purpose and moral integrity” among American Express Card-members. Members Project had launched in 2007 to allow Amex cardholders to channel donations to specific charitably causes. MP ’08 saw those who participated the previous year contacted at a grassroots level and then activated via social media. They were invited to submit their project ideas and use a wide range of promotional tools, including Facebook pages, project widgets, HTML emails, IM techniques and video to rally support for their favourite projects.

Having submitted their cause ideas they were hosted on a powerful Web 2.0 platform and voting was encouraged by the project owners themselves, promoting their entries and buoyed by paid media tied to milestone voting dates. The winning causes received up to $2.5m from American Express.
The social and self-promotional elements of the communications strategy increased organic visitation and engagement with MembersProject.com over 500% from previous year. Participants in MP ’08 were also more than 5 times as likely to socially promote the program compared to previous American Express marketing efforts that did not contain an appeal to the collective power of Membership.

Vaseline:::Getting men to moisturise

BRAND OWNER:Unilever
CATEGORY:Toiletries/ Cosmetics
REGION:USA
DATE :Oct 2008 - Nov 2008


When Vaseline launched its men’s range of hand and body lotion, it wanted to raise awareness about the product and ensure that men connected the dots between skin health and body health.

The idea was that Vaseline Men helped fortify men’s skin to help it perform more efficiently.
The target audience was an average guy in his mid-30s with a family who used lotion every so often. He loves sports and is picky about his media usage.

Vaseline's main challenge was to differentiate Vaseline’s sports theme from other brands such as Gillette and Gatorade..

Vaseline chose athletes as brand ambassadors whose sports seasons were peaking during the Q4 launch: baseball and football.

The campaign idea was “15 seconds a Day to Stronger Skin”.

Athletes spend countless hours practicing their sports and preparing their bodies to deliver strong performance. But it only takes them 15 seconds a day to strengthen their skin.

Vaseline partnered with ESPN and worked across TV, radio, digital and print to create content featuring New York Giant’s football star Michael Strahan and Philadelphia Phillies baseball champion Chase Utley.

Not only were there TV vignettes about the sportsmen’s off-field regime, but there was also a digital hub and radio sponsorship of ESPN’s top-rated radio broadcast. There were also advertorials in ESPN magazine with a Vaseline ad on opposite page.

Additionally, content was delivered beyond ESPN properties to a broader audience with a homepage takeover of both YouTube and AOL, as well as Broadband Enterprise, and NFL.com. This was the first time ESPN created non co-branded content and allowed it to be syndicated across multiple channels.
As a result, Vaseline Men ended the year 40% ahead of the share target. The 24.5oz (lead product) was in the top 3 selling Unilever variants for 12 straight weeks at WalMart, making it one of Vaseline's most successful launches.

Hapoalim::: Wedding direct

BRAND OWNER :Hapoalim Bank
CATEGORY :Financial
REGION :Israel
DATE :Nov 2008 - Dec 2008


Setting up a new home is an expensive business and it’s top of mind when young couples get married.
Ha’Poalim Mortgage Bank identified weddings as a key moment in which to reach out to this potential target market.
It created a special product designed to appeal to newlyweds, offering a competitive rate, the ability to take a payment holiday and no penalties for early redemption.
The bank then sent out dozens of representatives to weddings across the country to spread the joyful news.
Taking advantage of the tradition of putting cash or cheques in envelopes into gift boxes, it posted a congratulations card, an Ikea gift voucher and an invitation to meet with the Ha’Poalim mortgage team to discuss the special mortgage package.
On the evening of the wedding when families were noting the generosity of family and friends they would discover the gift from Ha’Poalim as well as a personally signed card from their representative wishing them future happiness.


For eight weeks representatives targeted hundreds of weddings in the Tel Aviv area on Thursdays – the traditional day for weddings.
Twenty-five percent of the couples approached called to set up a meeting, and many more came into bank branches. Ha’Poalim will be targeting weddings again in 2009.