Direct

Nick Moore
Jury Chairman
Nick Moore
EVP Chief Creative Officer
Wunderman New York
“The unifying element in these submissions is that they address a specific audience”


There are, among the more cynical commentators of our industry, some who downplay the importance of internal awards: those who claim that such schemes are merely self-congratulatory, and not representative of the real world. I don't think that accusation can be fairly aimed at WPPED Cream. Once again, our Crème de la Crème award goes to a piece of work that, only a matter of weeks ago, picked up the Grand Prix at Cannes. '#Cokehands' is a strikingly beautiful and wonderfully simple evocation of that brand.

I also think it's very significant that, like last year's Crème de la Crème (JWT Shanghai's 'Heaven & Hell' for Samsonite: itself a Cannes Grand Prix winner), '#Cokehands' has come from China: Ogilvy China to be precise.
I anticipate this to be a trend that will continue and I look forward to the next instalment of China's Grand Prix winning ways.

But please take a look at all the work in this year's advertising section. Pretty well every part of the world is represented and, as ever, all the entries have also won their fair share of plaudits at Cannes, D&AD, and the rest.

I wrote last year that much of the globe was in choppy economic waters. Sadly for many that remains the case, which makes the brilliant ideas in this section all the more impressive; we all know how conservative many clients become when times are tough. With a performance like this across all the OpCos, perhaps we shouldn't be altogether surprised that WPP is, once again, The Creative Holding Company of the Year at Cannes. Congratulations to everyone for that achievement, shared, as it is, among every single member of the WPP family. Looking through the work in these pages I see no reason why we shouldn't win again in 2013.

In the meantime please enjoy the very real world of WPPED Cream 2012.
Half of HBO for Free-Case Study - Half of HBO for Free
Ogilvy Guatemala
Claro TV
Getting the full picture
A black screen with the words 'Channel not Available' is what non-subscribers to HBO's Premium Package normally see when flicking past these channels. HBO and Ogilvy needed to convince these cable users to subscribe to the Premium Package. The only thing worse than getting no story is getting half of it, so a campaign was launched which offered 'Half of HBO for Free'. Instead of the 'Channel not Available' message, cable users were shown half of the broadcast, the rest hidden behind a black panel encouraging them to 'Get the other half' by upgrading to the Premium Package. 100% of the target market was reached and subscriptions rose by 47%.
Mobile Medic (1/2)-Mobile Medic (2/2)-Case Study - Mobile Medic
George Patterson Y&R Melbourne
Australian Defence Force
Modern, mobile, medical recruitment
In order to recruit medical students worthy of Defence Force University Sponsorships in Australia, Y&R launched a campaign of 'medically diagnosable advertising', that turned the advertising into the entrance exam. 'Mobile Medic' allowed students to identify and treat real medical conditions on their smartphones, using a range of diagnostic techniques including X-ray, CT scan, stethoscope, ECG, and ultrasound. In the roles of Medical Officer, students were immersed in real Defence Force scenarios and graduated from patient to patient. Those with the top results were offered the scholarships, and every available position was filled with the best candidates, putting the Australian Defence Force and citizens in safer hands!
The Gnome Experiment (1/2)-The Gnome Experiment (2/2)-Case Study - The Gnome Experiment
OgilvyOne / Ogilvy PR London
Kern & Sohn
Gravity and the garden gnome
To grow the reputation of their precision weighing scales, Kern allied with Ogilvy to launch the Gnome Experiment, a scientific twist on the travelling gnome prank, in which a garden gnome and a set of Kern scales were sent on a global adventure. Kern scales were able to measure miniscule weight differences caused by variations in the Earth's gravity, and the gnome's weight was recorded by scientists around the world (even at the South Pole!) to demonstrate this phenomenon while showcasing Kern's scales. The campaign captured the world's imagination and resulted in a 1,042% return on investment for Kern. The gnome became the star of TV shows, TED talks and school curriculums around the world.
Share a Coke (1/2)-Share a Coke (2/2)-Case Study - Share a Coke
Ogilvy Sydney
Coca-Cola
Get together and share a Coke
Teaming up with Ogilvy, Coca-Cola took their iconic brand and handed it over to the Australian public in an effort to increase consumption and jump-start conversations that emphasised the spirit of sharing. Coca-Cola bottles were printed bearing the 150 most popular Australian names and people were encouraged to 'Share a Coke' using these personalised bottles or virtual bottles online. Custom labels were also available for those names that weren't featured amongst the 150. Young adult consumption increased by 7% in the first three months, and the Facebook page was the most viewed in Australia. As a result of the campaign, young people were eagerly consuming the product and not just the brand.
Cable Effects-Case Study - Cable Effects
Grey New York
DIRECTV
Cable frustrations and domino effects
Grey's 'Cable Effects' campaign was designed to draw new subscribers onto DIRECTV's platform by luring frustrated customers from America's regional cable companies without engaging in cluttered feature and price-based wars. The campaign engaged with and entertained its target market by demonstrating potential exaggerated snowball effects that could arise from using bad cable services. The memorable structure and irreverent humour of the pay-off at the end of each commercial framed two clear messages: 1. Inferior cable companies frustrate the TVwatching experience. 2. DIRECTV doesn't have these problems. 'Cable Effects' gave the brand huge pop-culture relevance and drove a mass movement from regional cable to DIRECTV, with a 12% lift compared to the quarter before the commercials aired.
Bid your Sweat-Case Study - Bid your Sweat
JWT Mexico City
Nike - Nike+
It really does count!
With 'Make it Count' as Nike's global campaign, JWT created a promotion to get people more involved with Nike's products, social networks and sporting activities in a way that proved the message and gave them the chance to win prizes through their hard work. A site was created in which people could bid for Nike products, using Nike Plus kilometres instead of money. These kilometres were accumulated by runners, who bid 1,344 km after just two weeks. That's equivalent to running the length of Italy from north to south! The 'Bid your Sweat' concept got 32,400 organic search results in those two weeks and 25,000 people visited the auction site.
The BlueMotion Label-Case Study - The BlueMotion Label
Ogilvy Cape Town
Volkswagen - BlueMotion
Small print ad, big difference
Can a print advertisement help to save paper instead of wasting it? This was the question faced by Volkswagen BlueMotion, who needed to uphold their eco-conscious message while promoting their brand in Cape Town. In place of a print ad, Ogilvy created a small sticker that could be used to recycle the magazine. The production budget for photography was used to buy prepaid postage. Magazine readers could simply stick the sticker onto the cover of the magazine and drop it into their nearest post box for recycling. In this way, the entire magazine became part of BlueMotion's message. Early reports suggested a 9% response rate to the campaign, nearly double what was expected.
Driller Killer-Case Study - Driller Killer
Ogilvy Frankfurt
nie wieder bohren AG (no more drilling)
Why drill holes?
Nie wieder bohren (no more drilling) is an innovative product that makes the drilling of holes unnecessary when installing accessories in your home. To target an audience of do-it-yourselfers who weren't yet familiar with the product, Ogilvy launched a promotion in the parking lots of DIY stores in Germany. Items were fixed to parked cars using the magnetic, residue-removable screws. As they appeared to be attached with regular screws, the impression was initially shocking to the owners of the vehicles, who were then surprised to find that no drilling had been involved, and their cars were unharmed. During the promotion, website visits increased by 18.3% and sales went up by 9.4%.
iFOLD
Ogilvy Mumbai
Vodafone
Saving trees, one fold at a time
India, with a population of 1.21 billion and an Internet penetration of only 4.5%, still relies heavily on paper for communication. To save paper (and the trees that paper comes from), Ogilvy introduced iFOLD, a simple campaign following a simple idea: if you fold your letters and documents one more time, they can fit into an envelope half the size of a regular envelope. This saves paper in envelope production and thereby saves a proportionate number of trees. The first business to adopt the iFOLD envelopes was Vodafone, followed by Cadbury, Coca-Cola, KFC, Asian Paints, Pidilite, and Platinum Guild. As a result of the iFOLD innovation, 800 trees are saved every month. How's that for green?
Recipe Receipt-Case Study - Recipe Receipt
Ogilvy São Paulo
Unilever - Hellmann's Mayonnaise
Many ways with mayonnaise
Ogilvy launched this innovative campaign, which aimed to show people that Hellmann's mayonnaise is not just for sandwiches! The objective was to target the consumers at the point of sale, taking advantage of the moment in which they had all the ingredients in hand. Software was installed in the cash registers of the St Marchê supermarket chain for three months. This software was able to detect Hellmann's mayonnaise in the purchase and match it with other purchased products, printing a personalised recipe onto the receipt itself. In the first month alone, sales increased by 44% and thousands of recipes were printed, teaching people how to use Hellmann's to prepare salads, meats, sauces, pastas... and even sandwiches.
Edible Desert Survival Guide (1/2)-Edible Desert Survival Guide (2/2)
Y&R Dubai
Land Rover
A tasty mailer
While Land Rover vehicles can take on just about any obstacle in the desert, the same cannot be said of their owners. To promote the classic adventurous spirit of Land Rover, Y&R created a unique mailer that could save a desert adventurer's life. It was a survival guide including valuable information, topographical guides, reflective packaging to signal for help, and the book itself was edible, with a nutritional value close to that of a cheeseburger. 5,000 copies were sent to existing customers, Land Rover showrooms were filled with requests for more and the client was so happy with the results that the guide became an insert in a car magazine with a 70,000 circulation.
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