Wednesday, June 17, 2009

Elephant Odyssey- After 12,000 years, they’re finally back

After 12,000 years, they’re finally back! This one-of-a-kind exhibit that showcases a fusion of Southern California’s ancient past and the species we know today. Featuring live elephants has been created by M&C Saatchi, Los Angeles, USA.

Advertising Agency: M&C Saatchi, Los Angeles, USA
Creative Director: Martin Dix
Art Director: Sean Ohlenkamp

Austria in oversized format

This campaign has been developed by TBWA Vienna for the Austrian Tourism Board.

In order to attract the attention of Austrian and German citizens to Austrian holiday spots, a huge postcard rack of 7 meters and oversized postcards were created. The campaign's slogan 'Rediscover Austria' was symbolized on each postcard which represented the different Austrian counties. The postcard racks will be touring through Austria and Germany until Mid August 2009.

Charmin's move 'ambient-style'

This campaign was created by Daniela Krautsack for SCA and their brand Charmin. The premium toilet paper brand Charmin which was owned by P&G before purchased by SCA a few years ago, will be called Zewa Moll deluxe soon. SCA hired Epamedia, Austria's largest Public Space company and Daniela Krautsack, creative consultant and ambient media expert to develop an unconventional media campaign along Vienna's busiest shopping street.

Media strategy was to dominate Mariahilfer Straße (to be compared with London's Oxford street) with many different touch points - surprising locations, charming messages and a product sampling in a very likeable style. Thousands of toilet paper rolls were sampled through a team of Leonard bears who not only distributed the rolls by explaining that the brand would move 'homes' (from Charmin to Zewa Moll deluxe), the bears hugged people. It was astonishing to experience how open the people were to this physical touch.

Streetstickers and guerilla signs were mounted alongside the busy shopping street. The bear also appeared in shop windows and in the display window of Vienna's busiest English cinema. The most popular ice cream store Bortolotti was sponsored - their toilet doors and mirrors were covered in oversized advertising messages and the store received free toilet paper for a 2 months period.

Below is the link to our youtube video that will show the expressions of people we 'touched' with this campaign.

Tuesday, June 16, 2009

Café crown skies up to the 5th floor

Café Crown wanted to use it’s concept “Have a Café Crown Break” in a surprising way for its TG. At their direction Youth Republic, Istanbul, Turkey created a surprising sampling for students who made it through the final term by approaching them through dormitory windows with cranes for distributing Café Crowns. This activity bewildered the students, as they had an unforgettable experience; while the brand was able to meet its TG. Credits: Advertising Agency: Youth Republic, Istanbul, Turkey Creative Director: Serhat Gürcü Art Director: Cumhur Gürses Copywriters: Utku Yasavul, Çağrı Alıcı Other additional credits: Seren Pala, Ezgi Sarıoğlu, Barış Özharputlu

Warning: Save the Sharks

100 million sharks are slaughtered by humans every year. By comparison, only 4 humans are attacked. This begs the question: Who is the real predator? They devised a warning sign for their client. It was stuck on the Two Oceans Aquarium shark tank and warned of the predator’s beyond this point. However, it was printed "backwards" so that the warning was actually for the sharks. An overwhelming response from international and local visitors to date with international rollout planned.

Agency: Saatchi & Saatchi Cape Town, South Africa.

If animals can become masters, so can you!

Donghua University Art Design Institute plans to emphasize their distinguished capability in art instructions. Their aim was to encourage art lovers to step into the art palace without hesitation and master the art of painting.

If animals can become masters, so can you! Seek out anyone's potential for art. Painters: Earthworms, Flour-weevil, Loach, Tortoise. Tools: environmental-friendly non-toxic inorganic pigments.

During the painting progress, all animals were not exposed to any poisonous material. They held an exhibition in the art gallery - 2009 Shanghai Watercolor Painting Exhibition. More than 5000 people have seen it. During the activities, the number of training enrollment of the institute grew by 11%.

Agency: HanTang Communications Group Shanghai, China.

Think Indian, Act Global- An IFF initiative

India First Foundation (IFF) is an international standard residential co-ed school with proposed affiliation with ICSE. It has been promoted by the Bhanushali family, to look beyond regional boundaries and to “Think Indian, Act Global”. Driven by the concept of “Vasudhaiva Kutumbakam” (Entire world as one family) to spread the universal values of Love, Truth, Tolerance, so children can learn to live and let live, the school chose TapRoot India to be their creative partners to do a pro- outdoor campaign. We brings to you the story behind the initiative – Tomorrow’s global citizens; but definitely made in India. A report…

In a bid to preserve the Indian culture of living together and promoting global harmony though considering the world as one family embodying the true spirit of (Vasudhaiva Kutumbakam) - world as one family, IFF decided to establish a Co-ed residential school for life long learning, revolving around the principles-

‘To live and let live’, ‘To learn to live together and evolve’, ‘To uphold the universal values of Love, Truth, and Tolerance, and ‘To help students identify humanness in human being’.

Contextual to the philosophy IFF decided to present itself to the people of Mumbai and weaved a serious outcome from people who came from the same school of thoughts. As a part of their awareness campaign, OOH was used at various hotspots around the city in areas such as – Tunga Regency in Vashi, Kohinoor Park in Dadar, Matunga Gymkhana in Sion , Evershine Millennium Paradise in Kandivali (East) , Best Western The Emerald in Juhu, Tip Top Plaza in Thane (West), Tathastu Hall in Panvel, Bhatiya Wadi in Ghatkopar(East), and Meenatai Thackrey Hall in Bhiwandi.

The hoardings and the banners were synchronized in a way that they caught the eye of the passer-by. As Dr. (Mrs.) Vijayam Ravi, (PhD- Education) Chairman and Managing Director, Academy for Global services, says, the chosen locations imparted the message with a grand impact, as parents of the 21st century were enlightened by the captions. She adds, “If real essence of education was to be spread amongst the masses; we knew that we had to do a promotion had to be done within the vicinity of the city, which is why we went ahead with a pro-outdoor campaign that was supported by print.”

Speaking on how the captions were worked out, Santosh Padhi, Co-founder, TapRoot India said, “It takes a lot of persistence and focus to build a brand. And, when it comes to an educational institute like IFF, we needed to package the brand (referring to the school) with both personality and soul. So, that the very basis of the campaign could hit the TG, and make them ponder about their children-who are tomorrow’s future.”

“ Building an Outdoor campaign for an educational institute like IFF was all about understanding its essence, the culture, and its potential, as we felt that all this must fully comprehended before we begin our communication with the masses,” enunciates Padhi.

As branding exercise; the on going campaign that kicked off in the first week of May is entirely based on showcasing the real essence of the true education with catchy phrases such as- ‘Teach your child to live, not just survive’; ‘Nature is an open book. Turn a page’; ‘Culture is education not tradition’; ‘Come closer to your child, send him away’; ‘With understanding comes knowledge not vice-versa.’

These catchy phrases, has helped the school become a house hold name, (as at the time of filing the story) as it has already registered an upwards of 270 plus students.

Owing to success of the campaign and the enthusiasm of the parents to make their kids a global citizen of India, the environment friendly co-ed residential school on twenty acres of land at Karjat- a village close to Mumbai, is all set to be functional w.e.f .June 09.

How long can you hold the bull? The economist

This installation of mechanical bulls was set up in Dallas, Texas over a 3 day period as a commentary on the state of the economy. Thousands of people saw ( and in many cases) rode the bull. The event captured the Dallas media via several newspapers and newscast.


Advertising Agency: BBDO New York, USA
CCO: David Lubars/Bill Bruce
SCD / Writer: Kara Goodrich
CD / Art director: James Clunie

Google Street View

The Google street view application allows you to take a city trip in 3D through Amsterdam, Rotterdam and Groningen. Google takes the street view navigation arrows into real life and sprays stencils all over the city. At bus stops near central places in the city people can experience how street view works.


Advertising School: JUNIOR* Academy for Art Direction,
Amsterdam, The Netherlands

Art Directors / Copywriters: Eduard van Bennekom, Jasper Diks
Photographer: Eduard van Bennekom

Clock Project Against AIDS – Every minute counts!!!

At a set time twice a day, the hands of the clocks in the picture come together and align to form a sentence, delivering the following message-“Every 12 hours in Africa, over 2000 people die from AIDS because they have no access to care.” In Africa, more than 1600,000 million people die from AIDS each year because they don’t have access to treatment. The association Solidarite Sida (AIDS Solidarity) wanted to alert the Europeans to necessity of acting quickly against this situation. For the same BETC Euro RSCG, France teamed up with the association and created an Outdoor installation of 2m x2m, in association with the artist Nadine Grenier, composed of 321 clock mechanism. The bottom installation carried a call to action, explaining where people can get more information about the foundation and donate online-“Every Minute Counts.”.

Advertising Agency: BETC Euro RSCG, France
Creative Director: Stéphane Xiberras
Art Director: Benjamin Le Breton
Copywriter: Arnaud Assouline
Account Management: Raphaël de Andréis, Xavier Royaux, Philippe Brandt, Elodie Andurand
Artist: Nadine Grenier
Outdoor: JCDecaux
Electrics: Labo Prod