A newspaper mogul once remarked that to sell newspapers all you need is a picture of a pretty girl, a child, and a dog. Aetrex Worldwide dropped the kid and the mutt but still managed to make an impression. Using a a wink and a nod approach to sell shoes, Aetrex placed a pretty woman into a bathtub and captioned the image, “don’t forget to take them off.” The colorful ad graced the pages of CondeNast Traveler and Lucky Magazine.
With dvd’s, computers, Internet, ipods, gaming, and cable television within easy grasp of most kids, reading would seem to be lost among the competition for attention. When’s the last time anyone went to a public library, especially a child? The Columbus Metropolitan Library faced a daunting task–get people reading again. The Summer Reading Program built a fully integrated campaign around the theme, “Be a Hero. Read”. The CMS reached out to the community using social and traditional media. Logos, graphics, and celebrities also were brought into the marketing mix. The creative campaign resulted in a 20% increase in participants. Almost 90,000 kids, teenagers, and adults signed on to be ‘heroes’. Reading is alive and well in Columbus, Ohio. Community Heroes YouTube page
This 1:35 video pays homage to the Mexican National Soccer Team and the 100 million fans that stand behind it. It was shown to 74,000 people during halftime on May 13 at Reliant Stadium in Houston, when Mexico defeated Angola 1-0. It’s in Spanish, but you don’t need an interpreter to appreciate the music, editing, narration and especially the directing and videography. The piece is sponsored by Degree Men, an antiperspirant. The production and the players are so smooth that no one appears to be working up a sweat. Degree Men must really work.
We all get direct mail pieces every day. The challenge is obviously to stand out among the competition. In 18 years of marketing and communication competitions, nothing has stood out more than DAR, Inc.’s self marketing piece. It arrived in a square box that was three-feet tall by three-feet wide. Inside was the DARn Red Ball along with an oversized marketing piece that on one side details creative uses for the ball and on the other side, the Red Ball theme is carried over into marketing messages for DAR’s services. Wait there’s more. There is also a website they bounce you to (DAR’s words) where you can design and share your creative uses (www.thoseDARnRedBalls.com). This is a fun marketing piece that attracts attention for DAR’s direct marketing services, and even after the thrill is gone, it is impossible to throw the thing out. That darn red ball will probably be around our office forever.
Winner: Black Duck Software
Client: Black Duck Software
Title: Open Source Delivers (www.opensourcedelivers.com)
Category: 131. Blog (Corporate/Organizational)
Many blogs can pretty much be run of the mill, with more of a web obligation than a concerted creative effort. Black Duck Software has crafted a blog that is informative, concisely written, and well designed. The graphics are eye catching without being gimmicky. The site is well laid out and a pleasure to navigate. Though there is an incredible amount of information on the blog, it’s not overpowering.
The digital world now makes it convenient to receive entries online, but we still have several thousand that come through the door. Some entries just don’t have the desired effect when they are submitted digitally. When the post office and delivery services make their drops, we have several people who open the packages and process the contents. It is actually a very interesting job. Many of the entries are unusual …. you never know what we are going to get. Some of our favorites have been product labels that just so happened to be attached to unopened bottles of beer, wine and spirits.
The other day, our processors were going through the deliveries when I heard a scream, followed quickly by a second person’s scream. As I was running down the hall to see what happened, I had visions of a dead rodent and even a body part in one of the packages. What I found were the two processors gleefully opening a box of chocolates. In the box with the chocolate treasures was the Acuity Annual report entitled, “Acuity, A Sweet Year 2011″. The quality of the annual report matched the quality of the chocolates, or so I am told. I know the report was well done, but by the time the box made its way to the judges, A Sweet Year was just a Sweet Annual Report. The moral of the story is if you want to attract attention, share a theme with a good box of chocolates.
72andSunny was tasked with the assignment of separating techies from their iphones. Their client, Samsung, wanted a larger piece of the smart phone market. ‘The Next Big Thing” television ad campaign is a clever series of commercials poking fun at the competition and their disciples. The ads are fun as well as insightful and perhaps a little too close for comfort for some.