WPPED CREAM 2012 - Advertising

Ogilvy Shanghai
Coca-Cola

Outdoor

CHI & Partners London
The Sunday Times

George Patterson Y&R Melbourne
Australian Football League

Grey China
World Kitchen - Corelle Dinnerware

A convincing demonstration
With low brand awareness and a public that was generally ignorant about the existence of chip-resistant dinnerware, Corelle Dinnerware faced the challenge of demonstrating the quality of their products to a wide audience while also generating sales. To achieve this, Grey introduced custom-made vending machines full of dinnerware in targeted areas. People were able to purchase plates of their choosing and watch them drop into the retrieval bin without getting any chips or cracks whatsoever. This attention-grabbing idea increased sales by 10% in one month.

Grey Tokyo
Ninseikan Karate School

JWT Jakarta
PT Box Inovasi Indonesia

JWT Mexico City
Nestlé - Kit Kat

Ogilvy Bogota
Grupo Exito - Carulla Cooking School

Ogilvy Bogota
Mattel - Hot Wheels

Ogilvy San Jose
Universal - Lego

Ogilvy New York
IBM

Y&R Mexico City
Save the Children

Y&R Kuala Lumpur
Penguin Books Malaysia

Ogilvy Buenos Aires
Kraft Foods

Shaking it up
Tang Remix wanted a promotion that would mix their product in a fun and unusual way. Ogilvy knew what to do. Sampling took place at the biggest amusement park in Argentina. Envelopes of Tang powder were handed out to kids at the entrance, glasses were fixed to the rollercoaster, and the product was mixed during the ride. It was the first ever rollercoaster juice mixer, and one that captured the attention of 12,600 kids each day, gaining half a million views of the video on the website, and thousands of comments. Refreshing!

Ogilvy Melbourne
Scott Holding - Evolve Skate

Ogilvy Paris
Ferrero - Tic Tac

Conquering halitosis, one Tic Tac at a time
To transform Tic Tacs from a check-out counter product back into a pop-culture icon, Ogilvy launched an elaborate and disruptive promotion. Unsuspecting pedestrians in Rouen's town square were asked for directions. When they began to speak, everyone in the square 'passed out', followed by crowds of people elsewhere, as shown on a massive video projection. The last person to faint handed a box of Tic Tacs to the pedestrian for his or her 'bad breath', and celebration ensued. The hilarious stunt went viral across social media platforms and generated one million YouTube views in just three days. Minty fresh success.

Y&R Buenos Aires
Freddo

Y&R Johannesburg
Land Rover - Defender

Print

JWT Shanghai
Maxam

Y&R Paris
Surfrider Foundation Europe

JWT Buenos Aires
Editorial Coyuntura

Ogilvy Hong Kong
Orbis

Ogilvy Kuala Lumpur
Mattel - Pictionary

Ogilvy São Paulo
Claro

Ogilvy São Paulo
Forbes Brasil

Prolam Y&R Santiago
Rhein - Stabilo Boss

Y&R Paris
Opel France

JWT Buenos Aires
Abbott Nutrition International - Ensure

Memac Ogilvy Dubai
Reporters Without Borders

Ogilvy Ho Chi Minh
Tamiya

Ogilvy Frankfurt
Fleurop

Ogilvy Frankfurt
ZMG (Newspaper Marketing Association)

Y&R Dubai
Harvey Nichols

Y&R Kuala Lumpur
Penguin Books Malaysia

Ambient

Shalmor Avnon Amichay / Y&R Interactive Tel Aviv
Latet

Opening hearts, and filling carts
Many Israeli families cannot afford holiday meals for Passover dinner. Latet, along with Y&R, created a pro-active exhibit of empty shopping carts in Tel Aviv's central square. The exhibit was a reminder to everyone of those living without, and people were encouraged to fill the carts with food product donations. A huge buzz formed around the project, with TV, newspapers, and Internet sites promoting the objective. The Israeli Music Channel held a full-day broadcast from the square. The campaign raised almost 5.5 million sheqels worth of food, and the call to action against indifference spread throughout the country.

Grey London
The British Heart Foundation

Lessons in life-saving
Of the 30,000 people who collapse from a cardiac arrest each year in the UK, only 10% survive. The British Heart Foundation believed these numbers could improve if more people were confident enough to administer CPR. To demonstrate how anyone could save a life, Grey enlisted celebrity hard-man Vinnie Jones as the face of a campaign that taught viewers the 'Hands-only CPR' technique. The results? 1.9 million views on YouTube, 72,601 shares across social media in the first 10 days after launch, and 15 lives saved to date, with CPR performed by people who learned it from watching the advertisement.

Memac Ogilvy Label Tunis
Engagement Citoyen

The dangers of apathy
After the fall of Tunisian dictator Ben Ali, political confusion overwhelmed voters resulting in widespread apathy and a prediction that only 55% of Tunisians would vote in their first free and fair elections. Engagement Citoyen wanted to convert this apathy into action, so Ben Ali's giant poster was reinstalled in La Goulette to demonstrate the danger of abstention. When it was torn down, the public discovered another one underneath, with a warning that 'Dictatorship can return', and encouragement to vote. The message spread like wildfire. The campaign successfully mobilised Tunisians for democracy, and a voter turnout of 88% was achieved.

MetropolitanRepublic Johannesburg
Wimpy

Information at your fingertips
To offer a full dining experience to the visually impaired, Wimpy restaurants print Braille menus. MetropolitanRepublic got this information out by having sesame seeds placed meticulously on burger buns, forming the message in edible Braille. The Braille burgers were delivered to the organisations with access to the majority of visually impaired people in the country: Blind SA, Louis Braille House, and Braille services, and they passed on the message to their massive network. With just 15 Braille burgers, Wimpy's campaign reached 800,000 visually impaired people. The effort increased Wimpy's standing, not only with the visually impaired, but with all South Africans.

Ogilvy São Paulo
Coca-Cola - Sprite

Something refreshing
With temperatures soaring during Brazil's summer season, Sprite and Ogilvy installed a Sprite Shower on the beach in one of Rio de Janeiro's most crowded summer locations. It resembled a giant soda dispenser and served up to 1,500 refreshing showers a day for 60 days. The shower was accompanied by product sampling to demonstrate that the only thing as refreshing as a cool shower is a sip of cold Sprite. This promotion allowed Sprite to stay in the midst of its target market at the moment when people craved refreshment the most, reinforcing brand attributes, and gaining a lot of attention.

Y&R Not Just Film Amsterdam
LG Electronics

Stealing the spotlight
LG introduced the world's slimmest television, the 4mm OLED, in January 2012. Playing on the popularity of 'Dumb thief', 'Smart thief' virals, Y&R created a small budget film, which showed a thief using the slimness of the OLED he was stealing to trick security cameras in an electronics store. The amusing and clever video went viral, and two million people had watched it by the time the OLED was unveiled at the Consumer Electronics Show. After four weeks, the combined view count was seven million, and the OLED was inextricably linked with slimness in the minds of consumers worldwide.

Ogilvy Paris
Ford

A new high score!
Building on a French cultural insight - when you find a parking space, do anything to fit in! - Ford and Ogilvy launched a creative promotion to improve their image and demonstrate the value of their Active Park Assist technology. A parking spot was transformed into a giant pinball machine, with unsuspecting drivers receiving scores based on how many times their bumpers hit. The worst driver received a Ford equipped with parking technology, allowing him to make the same parking effortlessly. The video has received two million views on YouTube so far, and increased Facebook fans by 20%, giving the brand a bold voice in France.