Current Issue 32
September 2014

Chronicles of Threats Saatchi & Saatchi Belgrade In the past 20 years in Serbia, three journalists have been murdered and dozens threatened. None of the cases were resolved. Even after the democratic revolution, the freedom of the press is in danger. While journalists live in fear, murderers lead normal, everyday lives. Fossil Biscuits M&C Saatchi Abel With a severely depleted communications budget, the Iziko Natural History Museum in Cape Town was slowly being forgotten. Start Flying with Google Partners M&C Saatchi/Lida Sydney Street View Unpaid Bills BBDO Belgium JC Decaux is a multinational poster contractor best known for its bus-stop advertising systems and its billboards. Fuze Bomb Leo Burnett, Toronto Fuze Artist Reps needed a winter holiday gift for their clients that would stand out from the sea of donations, bottles of wine, and food baskets that dominate the festive season. Holiday Hashtags Leo Burnett, Toronto These days, people hashtag anything and everything. The Edible Invite Leo Burnett, Toronto Earls Kitchen + Bar, a Canadian restaurant new to the Miami market, needed to get noticed by key influencers before its Grand Opening.

#LikeaGirl Leo Burnett Chicago, Toronto, London/Holler For over 30 years, Always had been helping girls through the difficult years of puberty, reaching between 17 and 20 million girls globally every year.

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#Stillgotit Leo Burnett Chicago In a youth-obsessed society, the middle-aged were rarely seen in the media. They were often left feeling invisible and irrelevant or saw themselves portrayed with unflattering stereotypes. ”Who’s Driving” Saatchi & Saatchi London The Toyota Aygo was a small city car, which had been sold in Europe since 2005. Answering Yahoo! Answers Artplan Esta´cio is the largest university in Brazil. However, students still believe public universities have better teachers. It was necessary to change this perception among the young. Croacia Audio Loducca Croacia was a sound production company with offices in Europe, Brazil and the United States. They needed a new website to catch the attention of producers and creative people in ad agencies around the Honda H2O Leo Burnett Melbourne A wall-sized, 1966 quote from Soichiro Honda greeted visitors to Honda's head office. It simply stated, "Leave blue skies for our children". New Friend Request video CP+B LA The makers of A.1 Steak Sauce had discovered that people were not just eating it with steak but with chicken, pork and vegetables too. So they dropped the word 'steak' from the name and redesigned the label. Pharrell's Hat Leo Burnett, Toronto Gain Laundry Detergent launched its newest product at the 2014 Grammy's, the same time music superstar Pharrell launched his big hat. Radar for Good McCann Erickson Romania. MRM Romania, McCann PR, UM Coca-Cola's global strategy was based on the idea of 'Open Happiness'. One of the things that made people happy was being able to help other people. The strategy was based on the belief that wanting to do good was something most young Romanians wanted to be able to do. However, converting that desire into an action was not easy. Strobe Chi & Partners 'Strobe' was the third in a series of projects around the theme of 'Amazing in Motion'. It followed 'Steps', a choreographed stunt using puppets 11-feet tall, and 'Swarm', footage of a swarm of quadcopter robots exploring night-time Vancouver. The Big Punch Independencia, Peru Everlast is the global brand leader in the design, manufacture and marketing of authentic boxing, martial arts and fitness gear. Tipp-Ex The Socialbook Buzzman Bic had enjoyed great success with their two previous YouTube appearances, 'A Hunter Shoots a Bear' and 'The Hunter and the Bear Birthday Party'. They wanted to include the viewer in the creative process to create a world first on the internet. Unload Your 401k Grey New York A 401k was a retirement savings plan, named for the section of the tax code that governed them. Most plans offered a spread of stocks, bonds and money market investments. #storychangers Ogilvy Group Belgium The European Parliament asked Ogilvy to develop a viral activation campaign for young urban Europeans aged 18-27. All eyes on S4 Heimat Berlin In 2013, Swisscom and Samsung joined forces to launch the Samsung Galaxy S4 Smartphone in Switzerland. Can And Will RKCR/Y&R Land Rover wanted to drive appeal for it's master brand with a particular focus on 'warming up' a new audience for the forthcoming launch of the discovery sport. Chat Tiempo BBDO 20H studio Lots of people don't know what the word grooming means, and even fewer that it is the third most lucrative crime worldwide after drugs and weapons. Father's Day Restoration Project Gravity Thinking Father's Day is the most important sales period after Christmas for the malt whisky sector. I am the one Saatchi & Saatchi Thailand The campaign was released the day before Argentina's Lionel Messi set foot on the world stage at the FIFA World Cup in Brazil, and celebrates the idea that through FIFA Online 3 anyone can 'be the one'. Meeting Reminder Y&R South Africa, Johannesburg Y&R South Africa had the challenge of getting interested potential drivers to book a Land Rover test drive. Messi Tiempo BBDO The campaign starred Leo Messi and involved a TV ad, digital actions and a 20" joint ad for Lay's and Pepsi, also stared the football player. Next American Hero Wieden + Kennedy Amsterdam The FIFA World Cup™ turned every sports fan on the planet into a patriot, especially in the United States of America where soccer's popularity was booming and millions were getting behind the US Men's National Team. The Happiest Mother’s Day Card: how love for our mums helped mothers around the world Proximity London Oxfam's Motherhood Appeal is an annual event, which celebrates mums around the world. Then came a lot of sheep Ogilvy Brussels The elections to the European Parliament were just around the corner.

ADC Travelling Exhibit SID LEE The ADC was looking to bring design and art direction craft back into its identity and wanted to redesign its logo and overall branding. Following this success, the next stage was its travelling exhibition. Historically this had been a passive experience, involving some foamcore and the world's best design and art direction pieces. Cars That Feel Soap Creative All car makers talked about innovation in their marketing. Almost every car on the market was positioned as somehow safer, smarter and greener.

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Clever Buoy M&C Saatchi Australia Optus was Australia's second largest Telecoms provider. Most people thought it had much less network coverage than the market leader though, in fact, the difference was less than 1%.

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Everyone’s a Meteorologist BBDO New York When The Weather Channel launched their new app, they wanted to break into the coveted list of Top 10 apps in the world. And without a media budget, they had to be unconventional. Gala Contemplating You Goodby Silverstein & Partners In the summer of 2014, the Dali´ Museum in St. Petersburg, Florida, hosted a special exhibition entitled 'The Marvels of Illusion'. Homeless Donation Boxes Leo Burnett, Toronto Raising The Roof was an organisation that sought to find long-term solutions to homelessness through investment in local communities and public education. Like many charities, they used collection boxes to raise donations. Instants V TBWA Paris Voyages-sncf.com was the online travel agency of SNCF, the French national railways company. As a travel expert, it was the number one e-commerce website in France, with 1,7 million visitors per day. Mindpong M&C Saatchi Brain tumours were the biggest cancer killer of children and adults under 40 and yet it was the least researched. Rain-Codes Geometry Global HK Cebu Pacific was a budget airline with a small marketing budget. The task was to come up with a highly cost effective idea during the rainy season, which would stimulate the city-dwellers of Hong Kong to book flights away from it all at cebupacific.com. The Street Store M&C Saatchi Abel Cape Town The Haven Night Shelter provided support, clothing, shelter and rehabilitation for homeless people in South Africa. The Unewesual campaign Soul Yorkshire Building Society wanted to bring the spirit of the Tour de France to the countryside of Yorkshire in order to celebrate their 150th anniversary and their role as an Official Supporter of the Tour de France 2014 Grand De´part. The Welcome Symphony DM9DDB Sao Paulo Johnson & Johnson wanted a campaign to launch a few weeks before Mothers' Day, reinforcing the values of Johnson's baby products with expectant mums. Turning Packaging Into Education Red Fuse Communications, Y&R Myanmar, Y&R Malaysia Recent political and economic reforms in Myanmar have opened up the country's trade borders to the rest of the world. Dial-A-Story Sandpit Penguin Books Australia wanted to explore new ways it could connect with the public in a highly personal and intimate way, as part of its central passion for sharing stories. Photobomb Y&R Prague To attract new customers Harley Davidson needed to address people that like Harley Davidson but didn't know they could actually afford such bike. Pizza Rescue Ogilvy Malaysia Nobody likes waiting for their pizza. In the business of pizza delivery, speed is crucial. Rio’s Iconic Landmark, Christ The Redeemer Appears in Naples, Christ The Redeemer Is Downloaded to Naples M&C Saatchi Milan The idea, designed by M&C Saatchi Milan in collaboration with Archdiocese of Rio de Janeiro, promoted and demonstrated the speed of Fastweb (the fastest broadband provider in Italy). Stockholm Is Your Canvas M&C Saatchi Stockholm Stockholm is your Canvas was an initiative for Stockholm Art Week allowing visitors to submit their art and have it displayed on a digital billboard in Stureplan, Stockholm. The search for Super. How we got people to care about superannuation. MercerBell One of the biggest challenges facing Australia's ageing population is superannuation, and there's over $18 billion of lost super in this country alone.

100 Day Challenge McCann Melbourne The ugly truth is that both gamblers themselves and the wider community see gambling not as an addiction but rather a weakness of character. Closet S.0.S Ogilvy & Mather Costa Rica Forever 21 was a fashion brand in Costa Rice looking to differentiate itself from its competitors by understanding girls better, what they liked and what they didn't. Gasoline Of The Future Forsman & Bodenfors Preem was the largest oil company in Sweden with two massive refineries. It had been working on environmentally more friendly alternatives to conventional diesel, and had developed a bio-fuel from forest waste with significantly lower carbon emissions. Hello My Name Means DM9DDB Sao Paulo Once parents had chosen the brands they wanted to take care of their babies, it was almost impossible to get them to switch. The Car And Nothing But The Car mortierbrigade At the 2014 Brussels Motor Show, KIA left all the usual bells and whistles at home to focus entirely on their new cars, the new designs and Kia's unique 7 year warranty. Uncensored Articles Made In China mortierbrigade May 3rd was International Press Freedom day. While people in the West take press freedom for granted, in China, for example, there was no press freedom to speak of. The Hornbach Hammer Heimat, Berlin Most people own at least one hammer, it's THE symbol for DIY.

Lifetime of Difference BBDO New York The earlier autism could be diagnosed, the better the outcome for both the parents and the child. PedigreeK9FM Colenso BBDO Pedigree's mission is to make the world a better place for dogs. Protection Ad FCB Brazil Nivea's positioning idea was based on the line 'Nivea protects'. NIVEA Sun Kids and FCB Brazil wanted to find a way to protect more than just kids' skin on the beach. Our Home JWT Atlanta This hurricane season, JWT released a new PSA Campaign for the National Flood Insurance Program (NFIP) called, "Our Home."

Catch A Plane Leo Burnett Moscow The task was to increase the number of frequent flyers in the program and inform them about S7 Airlines and Oneworld alliance destinations.