text:
In my introduction to the 2010 edition of this book, I wrote: "Every year, WPP companies succeed in producing the exceptional with greater and greater consistency." I believed it to be true and many clients had told me it was true; but I was encouraged in my certainty by the comforting knowledge that such a claim would be as impossible to challenge as it would be to verify. It still is.
All attempts to quantify quality are doomed to be imperfect: 'On a 10-point scale, rate Tolstoy's War and Peace against Beethoven's Fifth Symphony.'
In 2011, the Cannes Lions International Festival of Creativity attracted 28,828 entries, in all categories, from around the world. When all the scores of all the winners were added up, it emerged that WPP companies, between them, had achieved a higher total than any of our competitors.
It was WPP that was handed the trophy - but it was our companies, of course, trading under their own proud brand names, who had achieved that gratifying result. Imperfect as this measurement may be, it's the best that there is and we were delighted to come top.
Delighted - but not surprised. When you study the work in this book, I hope you'll agree that WPP companies do indeed continue to produce the exceptional with greater and greater consistency.
We salute them all.
Chief Executive Officer: WPP
|Crème de la Crème
The overall winner in its category
An outstanding entry in its category
|Highly Commended
An entry of particular merit
"It's wonderful to see such fantastic work coming from our colleagues in China. I suspect we're on the cusp of a golden age of Chinese creativity."
Since its inception WPPED Cream has been a very important part of the WPP calendar, documenting as it does the very best of what our companies do for their clients. But this year it has, I think, an added piquancy, because, as I write, it's just a few short weeks since WPP was named the world's most creative marketing company at the Cannes Lions Festival. We should celebrate that fact as we look at the incredible advertising ideas in this section of the 2011 annual (or app if you are of a more digital persuasion).
These are, after all, the ideas that have already proved themselves in many of the world's toughest award shows. Indeed, our Crème de la Crème, the brilliant Samsonite 'Heaven and Hell' from JWT Shanghai, was the Print Grand Prix at Cannes, and it's wonderful to see such fantastic work coming from our colleagues in China. I suspect we're on the cusp of a golden age of Chinese creativity.
Beyond our overall winner, please take time to look through our other winning entries. As we know, much of the world remains in tricky economic waters. All the more reason to congratulate every one of those people, and not just in creative departments, who defend, evangelise on behalf of, and stand up for, what we all believe is the only response a successful brand has to financially challenging times: a brilliant creative idea. Congratulations to one and all.
John O'Keeffe
Worldwide Creative Director: WPP
- JWT Shanghai
- Ogilvy Frankfurt
Rolling Stone Magazine - Initiative Money for Music
- Y&R Paris
Surfrider Foundation Europe
- Y&R Dubai
Harvey Nichols
- Y&R Bogota
Assenda - Ofixpres Highlighter
- George Patterson Y&R Sydney
Arnotts - Wagon Wheels
- Y&R Dubai
Land Rover
- Ogilvy Mumbai
Perfetti van Melle - Mentos
- Ogilvy Singapore
Global Alliance
- Y&R Bangkok
Oishi Group - Oishi Black Tea Lemon
- Sra Rushmore Madrid
- Ogilvy Kuala Lumpur
Mattel - Pictionary
- Ogilvy London
First Edition Restaurant
- Y&R Buenos Aires
Bayer - Tabcin Cough Medicine
- Ogilvy Beijing
BSH - Siemens Ventilation System
- Ogilvy Guatemala
- George Patterson Y&R Sydney
French Film Festival
- Y&R Lima
League Against Cancer
- Grey Singapore
Wildlife Reserves Singapore - Zoo
- JWT Buenos Aires
Kraft Foods - Halls XS
- JWT São Paulo
Bayer - Supradyn Vitamins
- JWT Lima
Interbank - 3 Minute Car Loans
- Ogilvy Shanghai
- Advico Y&R Zurich
Sudden Rush Surf Travel
- Prolam Y&R Santiago
- Prolam Y&R Santiago
Laboratorio Chile - Kitadol
- JWT+H+F Zurich
Kimberly-Clark - Hakle
- RKCR/Y&R London
Land Rover - Defender
OutdoorOgilvy Paris
Nestlé Waters - Perrier
- Y&R Dubai
Paras Pharma - Stopache
- Y&R Not Just Film Amsterdam
- CHI & Partners London
The Sunday Times
- Ogilvy Paris
IBM - Smarter Planet Outcomes
- Ogilvy Shanghai
Public Health Bureau of Fengxian
- Ogilvy Singapore
Faber Castell
- Grey Kuala Lumpur
Malaysian Nature Society
- Ogilvy Kuala Lumpur
GlaxoSmithKline - Panadol Extra
- Grey Düsseldorf
MTV Networks
- Grey Johannesburg
Endangered Wildlife Trust
- JWT Mexico City
Ford Motor Company - Lobo
- Ogilvy São Paulo
- JWT Sydney
Japan Earthquake Appeal
- Ogilvy Kuala Lumpur
- Ogilvy Santiago
- JWT Melbourne
International Fund for Animal Welfare
AmbientOgilvy Beijing
GreenpeaceChopping sticks
For client Greenpeace, Ogilvy transformed a busy Beijing shopping area into a beautifully eerie 'forest'. Each tree was made out of thousands of recycled chopsticks, communicating the message that China's green areas are being needlessly destroyed. The installation stood for three days, giving people a chance to 'walk through the woods'.
A creative and innovative solution that made a memorable impression.
- Ogilvy Frankfurt
SportscheckA warm-hearted winter
Nobody likes scraping snow and ice off their cars every morning. But, midway through the winter sports season, Sportscheck decided to remind Frankfurt's citizens that snow can be fun! The agency duly designed store discount vouchers in the shape of miniature snowboarders and skiers, who effectively transformed vehicles into 'slopes'.
Some 2,500 vouchers were distributed, with 23.6% redeemed for new sports equipment. The remaining 76.4% at least raised a smile.
- JWT Madrid
Gmodelo Europa - Corona BeerDo disturb
Corona has always been a beer that has been associated with sun, sand and sea. In an inspired move, it made the call to draw attention to the way litter often spoils this beautiful beach environment. 'Save The Beach Hotel' was the result, a structure made entirely out of rubbish. Other than that, it functioned completely as you'd expect a hotel would - with a Corona mini-bar in every room, naturally. People 'paid' for their accommodation by reporting their experience online.
The Hotel featured in some 30 hours of free TV time. And there were no guest complaints.
- JWT Jakarta
KruhaAn unsanitary message
Designed to provoke, this Indonesian campaign reminded people about one of the country's most chronic problems. Some 87% of the population has no access to clean drinking water - a situation that results in 136 needless child deaths a day.
An installation was created inside public toilets to communicate this shocking fact. Activated by a motion sensor, a specially built projector broadcast a video whenever someone washed their hands. It showed a mother and child desperately collecting the resultant run-off water from the drain. Donations increased fifty-fold.
- Ogilvy Amsterdam
AllsecurTurning outdoors upside down
Briefed by Allsecur to create a head-turning spectacle, Ogilvy came up with the 'Little Accident' upside-down car. Essentially a moving outdoor sign, the vehicle motors around the country on its 'roof'. It's been seen in all Holland's big cities, and has become a major talking point at fairs, car races and motor shows.
The message is clear: take out reasonably-priced insurance - just in case.
- Ogilvy Paris
Europcar - AutolibertéFrom road rage to delighted drivers
Autoliberté is a short-term rental service from Europcar. It essentially offers an alternative to car ownership.
In this elaborate agency prank, motorists' parked vehicles were swapped with crushed and compressed versions. On returning from their shopping minutes later, owners reacted with understandable disbelief. They were informed that this was part of a Parisian vehicle reduction programme. Before things got too heated, Europcar then came to the rescue with Autoliberté vouchers.
The accompanying YouTube videos received over 250,000 hits, driving visitors to the company's website.
- Y&R Bangkok
LG ElectronicsFishing for customers
According to LG, its new microwave 'cooked food faster'. To demonstrate this promise, Y&R wittily created a new aquatic species! Robotic versions of grilled mackerel and deep-fried shrimp were introduced into a fish tank in the food court of a major department store. They very convincingly swam about.
The headline declared that the oven cooked so quickly, the fish were basically 'ready to eat' the moment they came out of the water. Enquiries into the product increased by 60%.
- Ogilvy Buenos Aires
AMIAIn Memoriam
On 18 July 1994, a terrorist attack was perpetrated against the AMIA - a Jewish organisation in Argentina. A bomb claimed the lives of 85 people.
Fifteen years later, the AMIA marked the anniversary of the attack in a poignant way. Representations of the victims were placed on the city streets - in the exact spots they'd been minutes before they were killed.
Media coverage of the campaign was extensive, with attendance at memorial events up by more than 20%. Importantly, it was a reminder that this had been a crime against all the people of Argentina.
- Y&R Not Just Film
Amsterdam Go Fast!Speed in Amsterdam
Go Fast! is a popular energy drink in Amsterdam. To demonstrate its ability to revitalise users, a traditional pedal water-bike was fitted with a silent, hidden motor.
The stunt captured the public's attention, and the city's canals became a hilarious focal point. Happily, the Go Fast! team also handed out free samples to their slower boating counterparts - to the amusement of onlookers.
- Ogilvy Mexico City
Mattel - Hot WheelsSolving a traffic jam
While the iconic Hot Wheels toy cars are inherently portable, the tracks sold with them are not. Challenged to solve the problem, Ogilvy came up with a product rather than a promotion.
Track Tape is a very simple, fun and economical way of creating a road for a Hot Wheels car, anywhere. Even better, it also transforms the space into an ad for the brand - with the message perfectly placed by the target market for the target market. After the success of the campaign, Mattel decided to make Track Tape a permanent part of their product line-up.
- Ogilvy Frankfurt
Backpackers are so keen to get away, that they leave thoughts of travel insurance far behind. DKV launched an in-store campaign to change this mindset, partnering with outdoor stores to get their communication across.
Toy scorpions, snakes and spiders were dropped into shoes, bags and other travel accessories. After the initial shock, customers understood the message: accidents can happen all too easily. During the promotion period, DKV policy sales went up by 12%. A much more pleasant spike.
Promotions & ActivationOgilvy Buenos Aires
TEDx Buenos AiresTaxi talks
Good ideas are worth spreading. That's the philosophy behind TED, a non-profit organisation that offers inspiration from global thinkers. (Their talks are often disseminated online.) However, its counterpart in Latin America, TEDX, was perceived as an elitist project.
So Ogilvy invited some of Buenos Aires' most famous speakers to participate: taxi drivers. At total of 50 were welcomed in to TEDX and exposed to the international talks. They then effectively became promoters for the project, reaching some 7,000 passengers in just a week. As for next year, Ogilvy will be asking hairdressers to join in the debate!
- Ogilvy São Paulo
Bar Aurora & Boteco FerrazNone for the road
Brazil has a high rate of alcohol-related road accidents, with some authorities considering it a cultural disease. So Ogilvy used popular bar venues to try and offer some sort of cure.
An apparently inebriated valet was placed on the scene, offering to drive customers' cars. Naturally, people refused to give up their keys. Their valet ticket then came with the headline: 'Never let a drunk driver take your car. Even if that driver is you.' The message soon spread across Twitter and Facebook, the bars got some publicity, and a few more Brazilians thought twice about drinking and driving.
- Grey Mexico
GlaxoSmithKline - TumsQuick thinking
A lot of people know that Tums is a chewable tablet that relieves heartburn. But they don't know that it works quickly, too. Because greasy fast food is a heartburn trigger, Grey's hit squad started at these kinds of outlets.
Equipped with motorcycles, they followed delivery people as they left. So, as the order was handed over to customers in their homes, the Tums team could offer a sample at the same time. More than 8,000 people received the message directly, and the increase in product sales was dramatic. Some stores ran out completely - and fast.
- Ogilvy Moscow
Stop the TraffikRed alert
Amsterdam's red light district is seen as the acceptable face of prostitution - its famous booths a 'must-see' for tourists. This activation, however, asked passers-by just how 'acceptable' the industry really is.
Two adjacent windows showed two very different stories. On the right, a holographic image of a girl beckoned to customers. On the left, her back-story was revealed. It's a sordid tale of lies, abuse and drug addiction. At one point in the saga, the girl tries calling for help. Via Bluetooth, this activated the phones of bystanders - who could then hear her pleas.
Simple but powerful, it stopped people in their tracks.
- Grey New York
FebrezeThe sweet smell of success
You can close your eyes, but you can never shut your nose! Ogilvy used this insight to make a point about an odour-eliminating P&G product. The agency began by looking for the smelliest places in the world.
They sourced couches from rubbish dumps, found hideous hostels and revolting restaurants. Everything was sprayed with Febreze, and passers-by were then invited to take part in a test. Blindfolded, they were brought into these gross environments and invited to breathe deeply. Not one of them suspected their true surroundings! The experiments soon became ads, and Febreze sales have just passed the $1 billion mark.
- JWT Melbourne
Melbourne Writers FestivalWord on the street
The Melbourne Writers Festival was seen as an insular, academic and boring gathering. Agency JWT was asked to begin a new chapter for the event.
Because attendees wander the CBD between venues, a street guide and map were transformed into an interactive 'book'. It captured the romance and power of the written word, under the rallying cry 'stories from every angle'. Ingenious, carefully positioned cut-outs in the book allowed the city's street signage to literally complete some engaging tales.
Attendance levels soared by over 50,000 - certainly something worth writing home about.
- Ogilvy São Paulo
BandsportsDefending your team
Brazilians live for football and love their teams. The tradition is passed from father to son - at least that's how it usually goes. But TV channel Bandsports was horrified to note that some children (thanks to peer pressure) shifted team allegiances!
So Ogilvy created an ingenious browser app called Parental Control. Dads select their favourite team, and then a rival they wished to 'block'. If their kids then requested information on the latter, it was made unavailable. That included YouTube content!
The app became a real talking point across the country, as families sat down to watch football - together.
- Taxi 2 Toronto
Mini CanadaAny car you like, as long as it's a Mini The objective here was to demonstrate the many ways in which Mini drivers can personalise their car. So what better way to let the public choose their own Mini, than to let them literally choose their own Mini?
A giant vending machine became the largest-ever night projection in Canada, showcasing the latest vehicle range in a variety of combinations. Passers-by could interact with the display, by texting their choice of car. The selected Mini would then drive to the bottom of the vending machine, with nine potential animated variations. Jackpot!
- Ogilvy New York
IBMThe celebrity hard-drive
Impressively, IBM designed a computer that was capable of understanding natural language. As an ultimate test of its ability, the computer - named Watson - was to compete on the quiz show Jeopardy!
Ogilvy created an avatar for Watson, using colour, speed, and shape to convey almost everything the computer was going through during a game - including its confidence levels.
After the performance, Watson was transformed into a pop icon - and appeared on CNN. The resulting earned media estimate was around $50 million, with the increased traffic to IBM's site calculated at over 500%.
FilmJohannes Leonardo New York
- Johannes Leonardo New York
- Ogilvy Johannesburg
- Y&R New York
LG Electronics
- Grey New York
- Bassat Ogilvy Barcelona
TV3 - Spinal Cord and Brain Injury Telethon
- Y&R New York
Land Rover - LR4
- Ogilvy Paris
- RKCR/Y&R London
Virgin Atlantic
- Grey Richmond
Transport Accident Commission
- Ogilvy Mexico
Mexican Insurance Institution Association - AMIS Insurance
- Ogilvy Mumbai
Government of India Ministry of Railways
- Ogilvy Kuala Lumpur
Mattel - Hot Wheels
- CHI & Partners London
Britvic - Drench
- Grey New York
- Grey New York
- Ogilvy Paris
Mattel - Scrabble
- Santo Buenos Aires
- Santo Buenos Aires
- Santo Buenos Aires
- Santo Buenos Aires
- Y&R New York
Land Rover - LR4
- Y&R New York
Border Action Network
RadioProlam Y&R Santiago
- Grey Johannesburg
Nelson Mandela Foundation
- Jay Grey Sydney
4 Pines Brewing Company - Craft Beer
- Jay Grey Sydney
4 Pines Brewing Company - Craft Beer
- Grey Toronto
Special Olympics Canada
- Prolam Y&R Santiago
- Ogilvy Singapore
The Economist
- Ogilvy Singapore
The Economist
- Ogilvy Singapore
The Economist
- Y&R Bangkok
Mai Tan - Ichitan Double Drink
- Grey Toronto
Special Olympics Canada
- Grey Johannesburg
Nelson Mandela Foundation
- Grey Johannesburg
Nelson Mandela Foundation
- Grey Johannesburg
Nelson Mandela Foundation
- Jay Grey Sydney
4 Pines Brewing Company - Craft Beer
- JWT Melbourne
Chemmart Pharmacy
- JWT Bogota
- JWT Santiago
Amnesty International
- Y&R Bangkok
Mai Tan - Ichitan Double Drink
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Design & Branding
The joy of neck hair...
...is that it helps you judge great work. It reacts to a well thought-out idea that is beautifully crafted. As it stands up, it reminds you that what your eyes see is not ordinary but remarkable.
The category this year was significantly up on previous years in terms of the number of entries, and, as such, we were again faced with a varied and rich texture of work and ideas from all corners. Creativity has many forms in WPP, but it was our responsibility to ensure that all the work we commended and selected as the ultimate winners was the best representation of design we could find. What is refreshing to see is that all our clients, big or small, are using design as a key way to engage audiences, make a difference and increase commercial impact.
I want to thank Peter Knapp (Landor), Greg Quinton (The Partners), Sue Daun (The Brand Union), Paul Marsh (Coley Porter Bell), Mark Van Egmond (VBAT), Howard Smiedt (Ogilvy Action), David Villiers (G2), Peter Chodel (Addison), Adrian Burton (Lambie Nairn) and Stuart Wood (FITCH). All award-winning individuals whose contribution, debate and passion for design and branding makes the sifting of work to reach a list-worthy selection, for your attention, an annual treat.
Finally, well done, yet again, to JWT for their work with Human Rights Watch, this year's Crème de la Crème winner - the Burma project, and specifically the accompanying video documentary, still leaves the hairs on the back of my neck standing to attention every time I see it.
Enjoy the work.
Tim Greenhalgh
Chief Creative Officer: FITCH
- JWT New York
Human Rights WatchThe inspirational Human Rights Watch campaign - winner of the Crème de la Crème award in the Design & Branding category - was also successful in the 360 Campaign category.
ActivationJWT New York
- Ogilvy Buenos Aires
- Landor Cincinnati
Procter & Gamble
- Ogilvy London
Burma Campaign UK
- Ogilvy Düsseldorf
GlaxoSmithKline Consumer Healthcare
- JWT Paris
- The Brand Union Paris
Havana Club International
DigitalOgilvy Frankfurt
Moto Waganari
- The Brand Union London
The Brand Union - Internal Initiative
- Coley Porter Bell London
Optimal Energy
- JWT Beirut
Dépêche Mode
- OgilvyInteractive Srl Milan
Sanpellegrino SpA
Exhibition & Live EventsJWT Melbourne
Melbourne Writers Festival
- Ogilvy Beijing
- JWT New York
Services for the UnderServed
- JWT Buenos Aires
Salvation Army
- The Partners London
HospitalityColey Porter Bell London
SABMiller - Grolsch
- Y&R Singapore
Mint Museum of Toys
- Landor London
Great Ormond Street Hospital
Identity & Branding - LargeThe Partners London
- Ogilvy Paris
- FITCH London
Molton Brown
- FITCH London
McLaren Automotive
- VBAT Amsterdam
Post NL
- Landor London
- FITCH London
Identity & Branding - SmallLandor San Francisco
- JWT São Paulo
Hotel Emiliano
- The Jupiter Drawing Room Cape Town
Orient Express
- FITCH London
Land Securities
- The Partners New York
Geeks of Gotham
IntegratedThe Partners London
Richard House Children's Hospice
- FITCH London
McLaren Automotive
- Ogilvy Paris
- JWT Hamburg
Hinz & Kunzt GmbH
On ScreenLambie Nairn London
Al Kass
Packaging - BrandThe Partners London
- The Brand Union London
The Welsh Whisky Company
- The Jupiter Drawing Room Cape Town
- JWT São Paulo
- Landor Cincinnati
Procter & Gamble
- Coley Porter Bell London
Pernod Ricard
- CB'a Milan
Ludovico Martelli
- The Brand Union Paris
- The Brand Union Stockholm
Karlsson's Vintage
Packaging - Own BrandJWT São Paulo
Hotel Emiliano
- Ogilvy Düsseldorf
toom Baumarkt
ProductFITCH London
McLaren Automotive
- FITCH London
FITCH - Internal Initiative
RetailFITCH London
McLaren Automotive
- FITCH Mumbai
TATA Trent - Landmark
- FITCH London
- JWT Shanghai
ANTA Sports Products
Diverse. That is the word to describe our 2011 Direct winners.
The awarded work comes from many agencies and many locations around WPP's world. There are stunts and installations, TV spots and digital campaigns. There's even a paper insert. Direct can certainly take many forms these days.
What unites this exciting and eclectic selection is the power of the ideas. And these are great Direct ideas, targeted at an identified audience segment, delivering a measurable outcome.
Our Crème de la Crème is a gem. A simple demonstration of a core brand idea, executed with wit and freshness. And it reminds us that 'social' is a description of human behaviour, not just online behaviour.
I would like to thank everyone who helped to make the Direct judging a pleasure this year. In particular, my thanks go to Mat Zucker of OgilvyOne New York for his insight, his enthusiasm, and his sheer resilience in going out of the frying pan of the Cannes Jury Room straight into the fire of WPPED Cream. And, once again, my thanks go to my assistant Wendy Hill for making the whole process appear effortless.
Nick Moore
EVP Chief Creative Officer: Wunderman New York
- Ogilvy Buenos Aires
Coca-ColaCoke makes new friends
The Coca-Cola 'Friendship Machine' was created to celebrate Friend's Day in Latin America. This simple concept changed the notion of outdoor vending.
Ogilvy designed a 3.5 metre-tall structure that captured the attention of the consumer. In order to enjoy a Coke and take advantage of the special two-for-one offer, friends had to cooperate with one another to insert money into the machine's slot.
Thousands of people across seven countries participated in the fun, resulting in a sales increase of over 1,000%! The Friendship Machine is now being rolled out across the United States, Europe and Asia. And you'll also find comments about them all over the net. (Only good things, of course - that's what buddies are for.)
- OgilvyOne New York
Medco PharmacyRelief from the healthcare headache
With a US healthcare system that seemed increasingly to be 'broken', Medco Pharmacy attempted to salve concerns. It sought to sell directly to customers, instead of working 'behind the scenes'. For consumers, the cost savings, convenience and sense of trust made choosing Medco a no-brainer.
And so OgilvyOne invented a new branch of science they termed 'Obviology'. Television, print and online advertising combined with social media, a website and the company's call centre. The campaign spokesman was one Dr. Obvious, who took consumers through the facts. The communication resulted in more than 15,000 online orders, and an even better future prognosis.
- Y&R New York
AirwalkWhere's Jim?
The 'Jim' was a 1990s street wise sneaker. Its recent relaunch required a buzz - so what better way to do just that than by creating nothing at all? Agency Y&R decided to invent an 'invisible' pop-up store that effectively only existed on the web. Users needed their mobile phones, GPS and a little augmented reality know-how. By arriving at a pre-determined location, they could photograph a Jim shoe on the spot - which would allow them to make the purchase.
The idea brilliantly tapped into the mindset of the urban, savvy consumer. Airwalk's e-store had its busiest day ever, and the company earned an additional $5 million in earned media exposure.
- Ogilvy São Paulo
Coca-ColaSanta's running a little late...
Unfortunately, the older we get, the less exciting Christmas seems. In 2010, however, Coca-Cola wanted adults to start believing in the season all over again. As always, the brand fully embraced the festive spirit.
The agency tracked down old letters to Santa in Indiana's 'Santa Claus Museum'. Some of these had lain unanswered since the 1930s. A total of 60,000 of these forgotten letters were duly read, with 75 eventually selected.
In an outstanding effort, the writers were then tracked down. Each one received the gift they'd asked for as a child - from a Cathy QuickCurl doll to an Evel Knievel Skyrocket.
- LDV United Antwerp
Kia Motors BelgiumIn all honesty
Most people in Belgium know that Kia offers a seven year warranty on all its models. But a lot of them also think there must be a catch. The agency's task, then: to get people to believe the brand promise.
The company's CEO was invited to step forward, and roll up his sleeves (or at least one of them). He was then attached to a lie detector, with online viewers able to ask him anything. Countless blogs picked up on the stunt, along with newspapers and magazines. As a result, brand credibility reached a level of 80% - and that's the truth.
- Shalmor Avnon Amichay/Y&R Tel Aviv
AIDS Task ForceHIV: broadcasting the results
This year, the mission of Israel's AIDS Task Force was to make sure more people got tested for HIV. A dramatic radio concept took shape, as anchors and DJs were invited to take the test live on air. Results would be received within 30 minutes.
Stations soon made the campaign their own. Many asked the public to turn up at their headquarters or selected centres to be screened for the virus.
In total, around 20 hours of original content was generated. Even more gratifying: the number of people going for testing more than doubled.
- OgilvyOne London
IBMTake-off for Lotus
Lotus is just for email, isn't it? Well, no. The trouble is, most people didn't know the product's true capability. (For example, it allows users to collaborate with colleagues by connecting to multiple sources of live data.)
Agency OgilvyOne aimed their campaign at business decision makers, and targeted them at Heathrow's Terminal Five. They created digital posters composed of streaming info that might be of interest: flight information and Wimbledon tennis results. These were then mashed together with players' names and nationalities to create unique, witty headlines - essentially customised for passengers.
Visits to Lotus website were lifted by some 300%.
- JWT São Paulo
Troller Veículos Especiais S/AThe campaign that made waves
The Troller is a rugged car, designed for the adventurer. The brand image is one of preparedness - for any terrain and every situation. So when a tactical opportunity arose to reinforce these credentials, agency JWT took full advantage.
During a flash flood in São Paulo, a Troller made the news by crossing a street that had suddenly become a river. A campaign was launched to find the brave driver, asking the nation: 'Is this Troller yours?'
The search went viral, spreading across the internet. In total, there were over 60,000 page views, with the original news clip watched over 270,000 times.
- Ogilvy Buenos Aires
TEDx Buenos AiresTaxi drivers accelerate learning
Good ideas are worth spreading. That's the philosophy behind TED, a non-profit organisation that offers inspiration from global thinkers. (Their talks are often disseminated online.) However, its counterpart in Latin America, TEDX, was perceived as an elitist project.
So Ogilvy invited some of Buenos Aires' most famous speakers to participate: taxi drivers. A total of 50 were welcomed in to TEDX and exposed to the international talks. They then effectively became promoters for the project, reaching some 7,000 passengers in just a week. The drivers soon became a story themselves, appearing on Argentina's number one news channel.
- JWT Toronto
WalmartCutting through the clutter
To remind parents that Walmart had all the toys their children really wanted for Christmas, a typical DM flyer was re-imagined. Custom die-cuts were created to make it look as though a child had used scissors to cut out pictures for their Christmas wish list.
The unique idea gave people the chance, first-hand, to experience a holiday ritual that kids have been performing for generations. Some 200,000 flyers were distributed through direct mail, as well as in newspapers. And, for Walmart, the resulting hype was also something of a gift.
- Grey Beijing
GlaxoSmithKlineEyes Wide Open
Eye Mo, an eye-drops brand, needed to rejuvenate its image. So Grey designed a prank that solved a practical problem - but generated a lot of talkability at the same time.
The specific target market? Security guards! After all, they stare at camera monitors all day, with little time to relax. A mob of youngsters was duly dispatched to ambush surveillance cameras in various locations. At each site, they held up signs for the security guards to read: 'Are your eyes tired? Remember Eye Mo.'
The creative execution marked a new (dare we say, forward-looking?) direction for the brand.
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"A normally dry, complex technical subject has become the source of deep engagement and entertainment"
Winners being recognised this year cover the spectrum of what Digital is becoming for brands: beyond entertaining gimmicks, it ignores boundaries and gets to the very core of branded products and services.
With Copia, our overall choice, we are witnessing the invention of a new medium - a way of reading books that, at its core, is inherently social. The (social) marketing is built into the product and service.
Digital is becoming part of the physical landscape, in projects like bit.code. The invisible can be made visible with real-time apps like IBM's Seer, and a normally dry, complex technical subject has become the source of deep engagement and entertainment in Google Slam.
With much thanks to the deeply experienced and passionate jury, I proudly present the winners of this year's WPPED Cream!
Lee Feldman
Chief Creative Officer: Blast Radius
- VML Kansas City
Copia Interactive LLCReading revolution
Copia re-imagined the digital reading experience by combining it with social media apps. This innovative idea came from a simple premise: if something is worth reading, it's worth sharing. After all, that's why there are Book Clubs!
Things were getting critical.
Hand-picked VMLers went beyond the agency model, forming a fully integrated product development team. Copia was conceptualised, created, built and marketed here from the very first byte! The result is revolutionary, with users able to take notes in the margins of books - then share information with like minds.
They can also order the latest releases, bestsellers and old favourites from the Copia catalogue. Importantly, the design works with any platform - including iPads, phones, as well as PCs and Macs.
The concept soon got people's attention: VML's notion of 'social reading' has been covered by everyone from the Wall Street Journal to Bloomberg TV. For the first time, readers can enjoy all their books and all their friends - all in one.
- Possible Worldwide New York
GoogleTurning your screen into a frame
No longer a privilege for the few, access to 17 of the world's most treasured museums is now available to anyone with an internet connection. The Google Art Project welcomes viewers to the halls of London's Tate Britain, Madrid's Reina Sofia and St. Petersburg's Hermitage. See The Birth of Venus in Florence then Starry Night in New York - from a curator's perspective.
Even the microscopic cracks in the canvas are visible, thanks to Possible Worldwide's remarkably elegant and intuitive interface. While staying on brand, the site doesn't distract from the art. Visitors can move through the museums on an interactive floor plan, choosing the works they'd like to see.
Unsurprisingly, the project has been well received by the critics. Over 10 million people have clicked in, with the New York Times calling it 'a mesmerizing, world -expanding tool for self-education'. And beautifully designed, too.
- OgilvyOne Madrid
ING DirectYouTube, you teach
It's not the kind of 'first' that initially makes sense. Charging for a YouTube video - why would anyone pay? Well, for a donation of just €1.20 viewers could send a child in an impoverished community to school, for the first time. It really was that simple.
In partnership with UNICEF, ING created a short film telling the story of a young girl and her quest for education. To watch, users sent a text message - their donation - and received a code in return. Punching in this code let the video play.
Life imitated art - €1.20 really is all it costs to send a young person to school for two weeks. The YouTube clip received over 200,000 visits, with coverage in over 200 blogs, five television stations, and many newspapers and magazines. Most importantly, though, the project raised some €360,000 for UNICEF.
- Ogilvy Paris
Europcar - AutolibertéAn increase in online traffic?
Autoliberté is a short-term rental service from Europcar. It essentially offers an alternative to car ownership, which, in France, is increasingly becoming a pain in the neck - and in the pocket. Ogilvy's brief was to get motorists' attention.
The solution? Destroy their cars! (Or at least, make it seem that way.) In an elaborate prank, motorists' parked vehicles were swapped with crushed and compressed versions. On returning from their shopping minutes later, owners reacted with understandable disbelief. Their frustrated phone calls to a 'transportation authority' - actually a well-known radio station - were broadcast live on air. The callers were calmly told that this was all part of a vehicle reduction scheme, and that rental was a much better option anyway.
Dubbed 'Crush Hour', the gag stimulated debate across the airwaves. Accompanying YouTube videos received over 250,000 hits, driving visitors to the Autoliberté site.
- OgilvyOne Paris
Louis VuittonPack up your troubles in a Louis Vuitton bag
The Louis Vuitton travel experience is designed to be serendipitous. So, in keeping with this brand vision, OgilvyOne created Amble - a digital service that allows users to record, document and share their own journeys with others. These mini-documentaries could be enhanced with videos, photos and sound. At the same time, participants could also tap into inspiration from celebrity travels, and check out the LV exclusive city guide content.
The mobile app transformed even everyday trips into extraordinary adventures, guiding people to new destinations and experiences. A link was also clearly made with the famous brand, which is all about enabling self-discovery.
- OgilvyOne Paris
Louis VuittonTurning heads
Ever wanted to sit in on the Louis Vuitton fashion show? Well, this online experience puts you right in the front row. The consumer experience started with a personal invitation to attend, from designer Mark Jacobs. On the day of the show, fans could watch a live broadcast on Facebook.
In a moment of genius, however, users could then enjoy a 360° view of each model and their ensemble. The technology offered an even better perspective of the garments than people actually attending the event! Those with iPhones and iPads could also enjoy this VIP access.
Innovative but simple, the idea used smart technology to deliver an authentic brand experience. More than 100,000 Facebook fans logged in during the first week, with continuing PR spin-offs. CNN covered the show and the website, revealing Louis Vuitton to be an online pioneer. It seems digital is the new black.
- Johannes Leonardo New York
GoogleFun meets functionality
Google is more than just a search bar. However, most of us aren't even aware of its many features - let alone actually using them. Johannes Leonardo's 'Google Slam' is a fun way of sharing all this free technology with the world.
Traditional, boring tech info videos were brilliantly transformed. The agency seconded the very people who were unfamiliar with Google's functionality, and - with a little help and encouragement - got them to explain how these things worked to others.
The approach made complex applications understandable to all. Everyone from celebrities and scientists to soccer moms and sportspeople got in on the act. As they discovered how technology could improve life, so viewers learnt a thing or two at the same time. With over 905 million impressions, the world has already watched an equivalent of 17 years worth of these tech demos. Boring? Hardly.
- OgilvyOne London
IBMGame, set and app...
This app gave tennis fans at Wimbledon X-ray vision! Well, at the very least, they could use their phones to 'see through walls' of the tournament's courts. After all, getting tickets to the big matches is next to impossible!
Named Seer 2.0, the app was effectively a live video feed, letting phone users watch any match they chose. To make this work, OgilvyOne had to install its own WiFi network and cameras around Wimbledon. But they didn't stop there. A 'friend finder' option allowed people to scan the crowds on Henman Hill. Another camera monitored the taxi queue outside, so fans could time their exits to avoid the crowd.
At least two prime time national news shows picked up on Seer, with half an hour of coverage from the BBC alone. The return on investment for IBM was also impressive: £13 for every £1 spent. Ace!
- Ogilvy Frankfurt
SAPCreative software
In order to demonstrate its innovative software, SAP merged art and app. An unusual product demonstration was commissioned, involving digital artist Julius Popp.
He created a vast, interactive installation entitled 'bit.code', which used SAP programming to identify and filter key words from internet news sites. These were then transmitted onto an oversize mechanical display. Its constantly shifting text represented the ever-increasing flow of online (and offline) data.
An accompanying film documented the entire creative process, from the artist's studio in Leipzig to the start of the exhibition - 'Decode: Digital Design Sensations'. This was held in the Victoria & Albert Museum in London, to much acclaim. According to a review in Wallpaper* magazine, the award-winning young German artist was clearly 'turning heads in the digital art world'.
- Ogilvy New York
IBMIt's complicated, my dear Watson
Impressively, IBM designed a computer that was capable of understanding natural language. As an ultimate test of its ability, the computer - named Watson - was to compete on the quiz show Jeopardy! Watson, however, runs on 2,880 processor cores - which wouldn't fit comfortably behind the show's podium. So, IBM approached Ogilvy with the task of creating a visual representation of Watson for the stage.
The solution was to create an abstract piece of 'generative art'. The Watson avatar made use of colour, speed and shape to convey almost everything the computer was going through during a game of Jeopardy! - including its confidence levels.
After the performance, Watson was transformed into a pop icon. He appeared on CNN and on major US talk shows. The resulting earned media estimate was around $50 million, with the increased traffic to IBM's site calculated at over 500%.
What a year!
With a five-fold increase in the number of entries for this year's Media WPPED Cream Awards, a four-fold increase in the number of different agencies and a three-fold increase in the number of countries - this tells us one thing: that creativity in media is viewed by WPP agencies as more important than it's ever been.
With such a wide choice, the jury of Nick Vale of Maxus, Ed Ling of MEC, Matthew Mee of MediaCom and Mindshare's Norm Johnston had a harder task than ever before. But don't feel too sorry for them. It was a privilege to see such funny, insightful, inspiring and downright great work being produced right across the world.
Whilst every entry had a spark to it, the final group of Winners, Highly Commended and the Crème de la Crème all shared a magic element that enriched their creativity.
They are great examples of brilliant collaboration. While the Oscar-winning screenwriter William Goldman famously commented that 'in Hollywood no one knows anything'... in an increasingly complicated communications environment it's apparent that 'no one knows everything'.
The ability not just to create but to co-create with others lifts ideas over and above. This is certainly the case with our Crème de la Crème winner: 'Nike Grid'.
This is a great example of the creative use of technology, an actively engaged consumer and brand-centric behaviour.
But it's more than that. It's also an example of how great ideas require not only brilliant individuals, but those individuals to work brilliantly together.
In recognition of this, for the first time, we have co-winners sharing the honours and the Crème de la Crème Churn. Congratulations Mindshare and Kinetic UK for your inspiring work and your inspiring ways of working.
Steve Hatch
Chief Executive Officer: MEC UK
- Mindshare & Kinetic UK
NikeWinning the race
Bleeding nipples, blisters and boredom. That's how most young people perceived running. Nike wanted to shift their perceptions, and initiated 'Nike Grid'. Launched online, this edgy concept allowed 'players' to claim points, badges and prizes as they completed runs across London's 48 postcodes.
In a piece of anti-tech brilliance, BT phone boxes were used to monitor competitors' times. Outdoor sites kept everyone up to date with results; Facebook and the booths themselves provided back-up. Over 5,000 people actually played, racking up over 450,000 digital impressions.
Training and Development Agency for SchoolsHands up who wants to be a teacher
Here's a tricky sum: every year, British schools need to recruit 36,000 new teachers. Many potential 'career-switchers' are favourably predisposed towards the profession - but find the actual application process daunting.
Agency MEC decided to guide them through it, using a process called 'pinball planning'. This carefully identified spots on a consumer's journey - keeping them 'in play'. (For example, commuters were targeted on bluesy Monday mornings.) Media channels included online, live events, social media, video diaries, web chats, print and TV. The final report: applications went up by 35%.
- Maxus
ArrowA bespoke campaign
Barack Obama visited India in 2010. This seemed an ideal opportunity for Arrow to introduce its 'President's Collection'. And why not suggest an 'endorsement' by the man himself? As soon as Air Force One touched down on the sub-continent, Maxus began implementing a smart, integrated brand-placement campaign.
In partnership with publications like the Hindustan Times, Maxim and Outlook, they tracked the President across the country. The communication reached some 14.8 million Indians, with Arrow sales increasing by 28%. Seamless.
- MediaCom UK
Cancer Research UKWear something sensible
Skin cancer kills thousands of young adults every year. If this uncomfortable fact makes you want to move on to the next entry, that perfectly encapsulates MediaCom's challenge. The truth is that teens are more concerned about wearing trendy gear than blocking out UV rays. So why not design sun-safe clothing that people actually want to wear? Together with influential retailer ASOS, the online 'Fashion Forecast' was created. It allowed users to select an outfit based on styling - as well personal skin sensitivity. Over 70,000 visited, with 60% saying they intended to dress differently.
- JWT New York
Macy'sShop, scan, smile
Navigating Macy's vast range of products can seem daunting. And consistent service across all 850 of their stores was also an issue. To help, JWT came up the idea of the 'Backstage Pass'. It used mobile technology to put customers in touch with star designers, who then acted as personal shopping advisors. To activate the content, all shoppers needed to do was scan QR codes in key departments - with SMS also an option. Within a week of launch, the campaign enjoyed some 9,000 interactions. Ka-ching!
- MediaCom China
Procter & GambleMediaCom's got talent
In China, P&G wanted its brands to be stars! But they needed something big - something like bringing China's Got Talent to the country for the first time. With exclusive, integrated sponsorship secured, the stage was set for a world-class campaign. MediaCom quickly launched recruitment drives in-store and online, with existing P&G celebs signed up as mentors.
The final results were impressive: the show became China's number one - with 145 million viewers. Digital generated 1.2 billion impressions and three million clicks. And awareness of P&G's brands soared by up to 80%. Bring on season two...
- MEC Australia
Colgate-PalmoliveThe shower gel market in Australia was tepid. So Palmolive Naturals wondered if there was any way to get consumers to switch from bar soap to their product. The resulting consumer insight spoke of the 'dirty truth' of bar soap: it's used to wash every part of your body! Dubbed 'Bumface', a witty campaign was launched across paid and owned media - involving 27 different creative executions. The primary channels were press, digital, promotions, PR and experiential. Facebook and YouTube were also included, and an online hub aired a soap opera.
- Maxus China
Hanvon TechnologyRead (and write) all about it...
In China, many senior executives and government officials still write everything out by hand. Hanvon wanted to reach out to these technophobes, and demonstrate the unique usability of its new Touchpad. And so the product was used to create the first handwritten newspaper article ever.
Published in a business journal, it reached some 850,000 readers. Feedback indicates that over 90% of the target market reported that they intended purchasing a Touchpad. Just sign here, please...
- JWT Shanghai
Asian TigersA full-colour campaign
Asian Tigers is one of the Asia's biggest moving companies. So they set themselves the ultimate challenge: to deliver rainbows! The idea was part of the brand's social responsibility programme, and had a serious message: tell kids in welfare homes that nothing's impossible.
Agency JWT worked together with engineers to create actual rainbow installations at selected outdoor sites. This initiated a donations drive, with the Asian Tigers customer base as the first contributors. Some 2,800 items were donated in record time, with impressive PR spin-offs.
- MediaCom US
VolkswagenA hit with consumers
In the 1960s, a popular childhood game in the US was called 'SlugBug'. If you spotted a VW Beetle, you got to punch the person sitting next to you. The creative execution here updated the concept for a now grown-up audience. Named 'PunchDub', it included the full Volkswagen range. The first task was to educate consumers about the new game, with an advertising launch during the Super Bowl. Momentum was maintained through innovative NHL billboards, and the involvement of sports stars and celebs. Overall, the competition took a beating, as VW's sales went up by 38%.
- MEC China
Mercedes-Benz / smartSmart thinking
Can a vehicle be considered an impulse purchase? Agency MEC thought so. In a first for China, they made the smart car available on the country's leading e-commerce site, Taobao. Here, buying decisions are made with a mouse, and the first 200 people to sign up received a 23% discount on the smart. The thinking behind this approach was sound. Although initially impressed, potential consumers reported having second thoughts about the size of the car the longer they considered it. So, click quick!
- Maxus India
Tata SkyChanging channels, shifting perceptions
In multilingual India, most satellite operators bundled channels together - effectively making consumers pay for programming in languages they didn't understand. But Tata Sky had changed this norm with 'Truchoice', and wanted to tell the nation. Maxus suggested they do this unintelligibly! The live content on 44 shows across 12 channels was changed, broadcasting in a language other than the viewer's preference. The message was clear: switch to Tata Sky, and pay only for what you watch. Subscriptions reached a record 1.4 million - which makes sense however you say it.
- MediaCom Israel
Tiv TaamWhen in Rome, do as the Israelis do
Israel's upmarket supermarket, Tiv Taam, wanted to promote its 'Italian Month' in August - which meant that the best place to advertise would be... Italy! Israeli tourists arriving in Rome were astonished to be met with signage in Hebrew. The message: 'the Italian experience continues in Israel'. Visitors were encouraged to take pics, and spread the word online - enabling friends back home to get a free bottle of wine. More than 100,000 tourists were exposed to the message, which generated $270,000 in earned media. No surprises: August was the best month ever for Tiv Taam.
AT&TA passport called AT&T
With its global network coverage, US telecoms giant AT&T is all about expanding boundaries. In fact, their current positioning is 'Rethink Possible'. Who better to communicate its connectivity than reality show participant Jeff Schroeder? Dispatched on a 100-day circumnavigation of the planet, Jeff was armed only with a netbook and a smartphone. No money.
His journey was documented via 56 webisodes, with the online community able to offer him advice, accommodation and transport. Eight million people watched, laughed and learnt about AT&T.
- MediaCom China
COFCOMicro-blogging, but maximum returns
Chinese conglomeration COFCO sponsored the 2010 Shanghai Expo, and wanted to make this affiliation the focus of any communication. In particular, it aimed to educate the health-conscious about its food products. This was achieved via the Sina micro-blog, a trendy national platform favoured by the target market. Attendees of the Expo were encouraged to upload pics of their COFCO interactions - with celebrities and the general media getting in on the act. The final numbers look fantastic: some 2,075,530,374 impressions were generated, with 230,000 new COFCO fans.
- Mindshare Worldwide
LG ElectronicsPutting LG's name in lights
Lights, camera, action... it's time for the biggest crowd-sourced film project ever! Electronics manufacturer LG Electronics wanted to make their tagline - 'Life's Good' - work even better. Their agency, Mindshare, settled on YouTube as the ideal way to communicate with a digital-savvy target market. Users were invited to film and share their experiences on the 24 July 2010. Over 80,000 people did just that, with the final movie put together in partnership with Ridley Scott Associates. Life In A Day premiered at the Sundance Film Festival, followed by a UK cinematic release later. The End?
- Maxus UK
FiatAccelerated sales
Any guesses as to what Fiat wanted to do with its limited edition Punto Evo? That's right: drive sales. So Maxus decided to leverage one of the product's key features: its 'Blue and Me' sound system. The members of British band Faithless were approached to jointly produce a music video for their latest track.
Traditional and social media built up anticipation around the production, which aired in a threeminute break during Big Brother. Searches for Punto on the Autotrader website subsequently increased by over 240%, with the car declared number one in the 'supermini' category.
Sounds good.
- Mindshare Worldwide
NikeChampions in social media
How do you cheer on the 2010 World Cup without being an official sponsor? That was Nike's question for Mindshare - with the answer being social media. Here, the brand initiated a powerful (and unparallelled) ripple effect - one that eventually recruited 17 fans every second on Facebook!
An epic three-minute film kicked things off, with people later able to post live messages on a giant outdoor site in Johannesburg. In tandem, a scouting programme called 'The Chance' sought out local talent. Overall, Nike's effort became the most shared campaign on the planet in 2010.
Back-of-the-net stuff.
- Maxus India
NokiaUncool. It's a word no brand wants to hear about itself, especially from the youth market. But, in recent years, Nokia had been lagging behind its competitors in terms of innovation. So Maxus identified college festivals as the perfect space to reintroduce these mobile phones to young people. (The festivals are social media heaven, much typed about online.)
Nokia went a step further, though, and created Indiafest - the biggest event of its kind, held in Goa. Unique technology allowed attendees to update their Facebook status via wristbands - which they did 59,000 times in just two days. Cool.
- Mindshare UK
Unilever - LynxFalling angels, rising sales figures
Lynx's fun, sexy, boundary-pushing communication continues. The brand has always empathised with the young man's battle to win the girl. And, this time, they let the boys interact with an angel!
Two hotspots were selected at London's Victoria Station and the Birmingham Bullring. When consumers stood in a designated zone, their image was projected onto a giant television. Here, it seemed as if an angel had fallen from the sky right next to them! As she began to flirt, so the guys were able to 'interact' with her on-screen.
"A brilliant media first," grinned the client.
- Maxus India
VodafoneThat's personal
Launched on television, the loyalty programme 'Vodafone Delights' had not exactly delighted consumers. Registrations were low, and a more personalised approach was clearly required.
Maxus began by customising the homepages of key Indian portals based on the interests of individual Vodafone users. This was achieved with the use of cookies, which track online behaviour. As a result, registrations for 'Vodafone Delights' increased from 3% to 33%. And that can only be described as delightful.
- The Jupiter Drawing Room Cape Town
Unilever - SkipBrilliance, in black and white
Skip washing powder introduced two innovative products to their range. Skip Intelligent White was designed for light clothing, and Skip Intelligent Black for darker garments. Both were aimed at successful, well-dressed women - and so a partnership with Marie Claire seemed the ideal solution. The 'Black and White' issue of the magazine was created, and given away with each purchase of Skip.
Sales went up a reported 300%, and, fortunately, there weren't any incidents with the paparazzi.
- Mindshare Colombia
Nestlé - Purina Dog ChowNot rolling over
As the country's top pet food brand, Purina Dog Chow has a long history in Colombia. It was time to give back, and the company began with Bogota's nearly 90,000 strays. An online forum was launched, where dog owners could register their pets for free. With each entry, the Dog Chow brand pledged to feed one stray animal.
Results got tongues - and tails - wagging. More than three million visits to the website, 115,000 dogs registered on the database, and the distribution of some 42 tonnes of food.
- JWT San Juan
Chef BoyardeeShhhhh... the kids will hear
Chef Boyardee is every child's favourite canned pasta. But the Chef had just changed his recipe to include a full serving of... vegetables. Gross! The obvious question: how to tell mums the good news, without letting the kids find out! Ingeniously, JWT ran two different radio commercials on two different stations, simultaneously. One contained the info about the veggies, and one didn't. If mums were in the car with their offspring when the 'vegetable version' aired, they were warned to change to the other station.
Deliciously inspired.
- Ogilvy Buenos Aires
TEDx Buenos AiresThe ultimate in mobile advertising
Good ideas are worth spreading. That's the philosophy behind TED, a non-profit organisation that offers inspiration from global thinkers. (Their talks are often disseminated online.) However, its counterpart in Latin America, TEDX , was perceived as an elitist project.
So Ogilvy invited some of Buenos Aires' most famous speakers to participate: taxi drivers. At total of 50 were welcomed in to TEDX and exposed to the international talks. They then effectively became promoters for the project, reaching some 7,000 passengers in just a week.
Newspaper La Nación headlined the innovation: 'Taxi Drivers as a New Media'.
Public Relations
"the entries for public relations and public affairs were of the highest calibre yet"
As companies and organisations are increasingly seeking new and valuable ways of engaging with key audiences, public relations is finding its seat as an essential component of a client's marketing communications initiatives. This year, I am delighted to report that the entries for public relations and public affairs were of the highest calibre yet, pushing the envelope for creativity and producing measurable results. The entries flooded in from all around the world, nearly doubling the number of submissions received over the last year. I was particularly inspired by the variety of innovative programmes executed by our WPP teams, ranging from stimulating foreign economies, through raising awareness for behaviour change, to promoting classic consumer products in fresh ways.
Joining me this year in judging were Bill Nielsen, retired Head of Communications from Johnson & Johnson, and Harold Burson, Founder and Chairman of Burson-Marsteller. As judges, we realised the difficulty in selecting just a few winners from our pool of exceptional work, but all enjoyed the challenge and found inspiration from our global colleagues.
After careful consideration, I am happy to announce that the PR Crème de la Crème winner for 2011 has been awarded to Ogilvy Public Relations Worldwide out of the United States. Their superior efforts for Kimberly-Clark's Huggies brand allowed their client to step forward with its first-ever corporate responsibility programme, Every Little Bottom, which brought diapers to babies in need. We all agreed that their efforts to create an integrated communications campaign sparked action to help families in need - a winning combination that truly demonstrates the power of PR.
Congratulations to our winners and thank you to everyone who entered. I am constantly reminded how talented our teams are within WPP and look forward to what you have in store for us next year.
Marcia Silverman
Retired Chair: Ogilvy Public Relations Worldwide
- Ogilvy Public Relations Worldwide Chicago
Kimberly-Clark - HuggiesHelping from the bottom, up
Imagine having to choose between buying diapers or buying food. For millions of mothers in a tough economic environment, this is an everyday reality. By 2009, there were even horror stories about mums using plastic bags instead of diapers.
Things were getting critical.
Huggies stepped forward, realising that there was no better time to launch their first-ever corporate social responsibility programme. It's called 'Every Little Bottom', and aims to get diapers to deserving children. The company began by donating 4.5 million diapers outright, and another 18 million based on consumer purchase.
At the same time, Ogilvy coined the term 'diaper need' and initiated an integrated communications campaign. This included earned and social media space, paid advertising, and engagement with retail and non-profit partners. Over 300 'diaper drives' were held, and some 100,000 mums donated. Awareness around 'diaper need' increased exponentially, with the issue discussed everywhere from The Ellen DeGeneres Show to People magazine.
In the final analysis, an astonishing total of 26 million diapers were distributed to families. This is the equivalent of changing 10,000 babies seven times a day - for a full year.
Corporate & Public AffairsOgilvy Public Relations Worldwide Beijing
Chengdu MunicipalityPanda Power
How does a video of a trainee zoo keeper washing a panda make millions for a Chinese city? Ogilvy PR has the answer. The company was first approached by the municipality of Chengdu, the capital of Sichuan province, to raise the city's profile. Outside China, it was an unknown entity and, as a result, suffered from a lack of economic development. But Chengdu had big ambitions, and wanted to become a household name, worldwide.
Ogilvy's campaign centred around the Giant Panda, and the renowned Chengdu Panda Base and Research Centre. The team invented the notion of the 'Pambassador', and launched a global competition to find six new keepers. Finalists were eventually put through their paces on television, completing tasks like showering the pandas, or making 'protein pies' for them. The project certainly got people talking. Foreign Direct Investment more than doubled as a result, and 12 Fortune 500 companies set up bases in the city.
- Essence Communications Petaling Jaya
Energizer MalaysiaOn your marks, get set... oh dear
It's every marketing manager's nightmare: a public relations fiasco, with your brand at the centre of it all. For Energizer, its Night Race ended in a near riot in Malaysia, and the police were called in to control angry runners. Bad organisation was cited, with social media quickly - and furiously - spreading the word.
Essence Communication set out to change perceptions, emphasising that this was a company that 'did the right thing'. The counter-communication began with an apology, taking responsibility for what had happened. Remedial measures for runners were also detailed. Energizer then embarked on a relationship building exercise, with the MD going on an informal run himself - to meet and greet disgruntled participants and bloggers. A more dignified prize giving event was also held, with senior Energizer staff in attendance.
The nightmare was soon transformed into something of a dream. Within six weeks, public opinion had shifted 180°, with no negative impact on sales.
Business to BusinessBurson-Marsteller Washington DC
IntelA refreshing approach to innovation
You know a campaign is on the right track when President Barack Obama picks up the phone to your client's CEO. This is exactly what happened during Burson-Marsteller's 'Innovation' project for Intel.
From the start, the aim was not to produce a 'feel good' initiative flogging products. In the midst of financial turmoil in the US, a serious, high-level discussion on innovation was urgently required. The first phase of the campaign, then, positioned Intel as a listener and learner. Phase two introduced the company as a thought leader.
Partnerships were forged with organisations like PBS, Newsweek and the Aspen Institute. Intel played host to a series of talks, as well as a conference, attended by major financial minds. An Innovation Survey was also conducted, resonating well with the capital's elite.
Coverage of the programme was comprehensive, sparking important discussion. A number of the themes were even brought up in a certain State of the Union address.
- Hill & Knowlton London
TNSGetting the most out of life
'Digital Life' is an initiative by TNS. The consumer insights company interviewed some 50,000 people in 46 countries, making this the most comprehensive study of the global online consumer, ever. The challenge for Hill & Knowlton was to present the incredible effort known to a broader audience - bearing in mind that TNS was not naturally perceived as a digital thought leader.
The PR strategy transformed the data into the hero, and a London-based team named Digit was identified to 'visualise' Digital Life. The resulting website set a new standard for compelling and engaging infographics.
The research report launched on 10.10.10, with an exclusive secured in the Financial Times. Extensive media coverage followed, including on CNN and the BBC. The campaign proved to be a game changer for TNS, with the website receiving over 200,000 unique views. Some 90 clients also engaged with the study.
Sounds like the Good Life.
Consumer MarketingHill & Knowlton London
IntelRemastered, and reinvented
Intel is a familiar name, committed to finding 'new users and uses'. In 2010, the company asked Hill & Knowlton to help it reach an entirely fresh audience: the creative industries. The aim was to showcase the product benefits - and flair - of having 'Intel Inside'. Inherently, however, this influential audience doesn't respond well to big branded initiatives.
And so 'Remastered' was born. Driven by the notion of digital technology as an artist's medium, it re-imagined Old Masterpieces. Young, up-and-coming artists were challenged to rethink classic works. This allowed them to try out the technology for themselves... and then showcase the results. In an event that proved to be a stunning success, their best efforts were presented at an exhibition. Over 2,000 people attended, with 65 articles appearing in relevant publications - including i-D and Design Week. Said Contagious magazine: 'The click of a mouse... can be just as expressive as the stroke of a paintbrush.'
- Genesis Burson-Marsteller New Delhi
Pepsi IndiaPepsi plays the game
It's Cricket World Cup 2011, and India has come to a standstill. Every brand worth its budget is furiously producing work to coincide with this pivotal sporting event. For Pepsi, this meant its most ambitious advertising campaign ever. It aimed to establish a strong bond with young fans by highlighting the unconventional styles of modern cricketers. A series of TV ads featuring all the country's most successful players was dubbed 'Change The Game'.
The challenge for Genesis was twofold. First, cut through the clutter. And, second, create hype around traditional advertising communication.
The solution spanned three months, and featured interviews with the stars of the Indian cricket team. During the World Cup itself, these pre-recorded chats became incredibly newsworthy - as the players themselves retreated to the change rooms.
After the last bit of post-match confetti was swept away, Pepsi emerged as the most remembered brand of the tournament. Well done, team!
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Consumer Insight
"much of what we are striving to achieve at Kantar: rigorous data quality on a global scale - leading to exciting and revealing insights"
This year will be remembered as a year of both Quantity and Quality. Entries were up by a third compared to last year (which in itself was a record-breaking year) but even more encouraging was the consistent high standard of the submissions and their variety. Variety not just in clients, sectors and geographies but also in the increasing creativity of the methodologies used to solve our client's problems.
Millward Brown and TNS shone with three Highly Commended entries each and congratulations to Kantar Retail and Kantar Worldpanel who each picked up a Highly Commended award and also, in the case of Kantar Worldpanel, a Winners medal. Added Value again excelled with two winners and two highly commended awards.
Our Crème de la Crème is awarded to the partnership of Digit and TNS for 'Digital Life', the largest and most comprehensive study of the global digital consumer ever produced. This ambitious project encapsulates much of what we are striving to achieve at Kantar: rigorous data quality on a global scale - leading to exciting and revealing insights presented as a vivid, clear and compelling piece of data visualisation. And all achieved via collaboration with a fellow WPP agency. You can view 'Digital Life' at .
Thanks again to all those who entered this year (both inside and outside of Kantar) and please continue to inspire us as we strive to do better and better work.
Eric Salama
Chairman & CEO: Kantar
Aziz Cami
Creative Director: Kantar
- Digit London
TNSThe Digital Life, brought to life
With over 50,000 consumers interviewed across 46 countries, 'Digital Life' is the most comprehensive study of the online world, ever. Conducted by TNS, the research project aimed to position the company as a digital thought leader.
So far, so good.
But, to make the final presentation even better, TNS approached Digit in London. Fittingly, the solution for 'Digital Life' was the creation of an industry-leading website - featuring highly interactive data visualisation.
Users could discover new facts and information in a fun way. And the graphically beautiful style proved distinctive enough to stimulate interest beyond the traditional research industry. News channel CNN featured the site, along with the online versions of the FT, Time and the BBC.
Needless to say, 'Digital Life' has become a powerful marketing tool for TNS. Some $2.5 million has already been generated in new business, with the company now identified as the 'go to' guys when it comes to digital consumer insights.
The next challenge? Mobile Life!
- Oracle Added Value Hong Kong
Lipton, Danone, Coca-ColaMeeting your market
In 2009, Oracle Added Value was facing competition from a company called 'What If?' So they staffed up, started thinking, and created the 'Idea Generator'. Essentially the engine behind effective 'ideation' sessions, the Generator produces rigorous - but beautifully crafted - outputs.
Three recent examples point to its success. The Coca-Cola Ignitor is a pan-Asian effort to grow Coke's share of teen drinking occasions. For Lipton, the challenge was to innovate in its Chinese out-of-home locations. And, in Japan, Danone had identified seniors as a key growth market.
Plug in the Idea Generator, and you get clients actually talking to potential customers. (The Coke team, for example, met with everyone from religious recruiters to prostitutes!) Final presentations looked nothing like PowerPoint, and included Manga comics, glossy magazines, and packaging examples. The bottom line? A five-fold increase in revenue for Oracle Added Value in just one year.
- Added Value London
DiageoHere's to women!
News flash: 51% of the people in the world are women. But, take a look at the communication for alcohol brands, and you'd never guess. Diageo was no exception. Somehow, the folk theory - that, by targeting females you alienate males - had become received wisdom. It was time for a change.
So, Added Value picked up a video camera and interviewed women in the USA, Mexico and Brazil. They used semiotics to identify and decode the 'secret language' of the fairer sex. It turns out women prefer an aesthetic experience, rather than just a linear consumer mission. The world of spirits is truly alienating for them.
In keeping with these findings, Diageo board members were then sent beautifully interactive parcels (rather than just the expected report). These featured a tongue-in-cheek version of a famous brand: Johnny Walker Pink. Clients called the presentation 'one of the most inspiring' they'd ever seen.
- Kantar Worldpanel New York
AppleLet's talk about the iPhone
There's a lot of hype around the iPhone, but it was Kantar's task to find the truth. Specifically, they had to produce a presentation for Apple that helped evaluate the impact of launching the phone on Verizon, in the US.
The solution made use of the full Kantar Worldpanel ComTech dataset. But it didn't stop there. Instead of the usual set of numbers, advanced analysis of existing customer behaviour gave clues as to how they might act in the future.
This take on the consumer journey was a creative way of manipulating a dataset. It identified the 'size of the prize' for Apple, and offered recommendations on how to target and achieve sales targets. Again, this wasn't about numbers - the final presentation was simple, engaging and deliberately light on charts.
Despite this, it had a huge impact. Apple realised that they had product and pricing issues to solve. Some serious thinking - and talking - was required.
- Oracle Added Value Shanghai
WPP TheStore - B&QB&Q &A
In 2010, B&Q committed to revitalising its Chinese operation. A new positioning was called for, and Oracle Added Value joined other WPP companies in the task. To begin with, a quantitative study took place. It covered an incredible amount of variables, including an array of product categories and four key consumer groups. Given the density of data, some 4,000 charts could have theoretically been presented to a very bewildered client!
Oracle Added Value, however, chose to simplify. An interactive website was developed, with the design interface representing the various rooms in a typical consumer's home. This meant that users could 'walk' through the living room, bathroom, kitchen and so on, exploring organically. By mousing over a particular product, more info was revealed. Importantly, the site was also easily updatable - integrating into B&Q's existing intranet.
The response was enthusiastic, 'sparking off thoughts' and generating 'a thirst for more'. Dare we say it opened a few doors, too?
- Kantar Worldpanel London
Google, P&G, Dairy Crest, George (at Asda), Kerry Foods and NestléConsumer Insights get creative
It's not just directors and producers who can use music, voice and visuals to communicate. Kantar Worldpanel consistently proves that research presentations can truly resonate. Three different case studies illustrate the point.
For brands including Google and P&G, Kantar called in a professional agency named Flock. They added a visual identity to market segmentations, literally painting a picture for clients. The feedback in pitches has been incredibly positive.
For Nestlé, a presentation to the confectionery board included life-size cut-outs of consumers, as props. This gave the client an excellent idea of how to give their products shelf appeal in the home.
Finally, and also for Nestlé, a Marketing Conference at BAFTA included a Kantar 'show' based on the movie, Yellow Brick Road. Three Dorothys guided clients along a consumer in-store journey. Interruptions along the way demonstrated how easily shoppers can be distracted from their purchasing goal.
Live theatre, illusions, film. What better way to make brand stories real?
- Cheskin Added Value Redwood Shores - USA
The problem with the information age? You've got it: too much information (or 'TMI' as the Twitterati would have it). The problem increases exponentially at an organisation like Microsoft, where teams are buffeted by PowerPoint, emails and other data. Cheskin Added Value's report on innovation in social computing was an important one - but how to make sure that it wasn't lost in transmission?
The answer was the Hot Sheet Poster. These instantly and graphically portrayed important insights across a range of data. A total of seven of these posters were created, one for each key topic area. In an analogue flourish, they were then hung on the wall for easy reference.
Importantly, the Hot Sheets ensured that Microsoft's marketing and engineering people were on the same page. It seems to have worked, if client feedback is anything to go by: 'Thanks for all the craziness.' And this one, no doubt from the engineers: 'Extremely helpful.'
- Kantar Retail Wilton - USA
Prestige BrandsDecisions, decisions...
It's not every day that a client has to make a decision worth $190 million. But that was exactly what Prestige Brand Holdings, a healthcare company, needed to do. Should they acquire an organisation called BlackSmith, or not? To help, Kantar Retail created a revolutionary revenue forecasting model - using insights methodology.
The process integrated a variety of information sources, shaping a holistic 'value proposition' for the acquisition. More specifically, this incorporated historical sales stats, retailer fieldwork, profitability information, future orders and other survey results. The proprietary ShopperGenetics loyalty-card analysis was also added to the mix. It measures the impact of changing brand dynamics due to product recalls and potential competitor activity.
Overall, the model enabled Prestige to quantitatively evaluate a wide range of potential marketplace scenarios. The final decision? Buy!
In September 2010, the acquisition was announced. On the day itself, the stock price of Prestige Brand Holdings soared by 13%.
- Millward Brown London
Coca-ColaThe view from the top is 360°
Millward Brown's challenge here was a complex one. They had to develop a prototype for an integrated business dashboard for Coca-Cola. And it had to provide a 360° view of all key influences on business performance. And this included category approval, 'brand love', commercial value, and corporate trust. And the model had to demonstrate scalability on a global level.
All in a day's work, then.
The final design - an innovative web platform - takes all these issues into account. Each factor that guides a purchasing decision (the barriers and the motivators) has been considered, too. This allows Coca-Cola to test both future scenarios, and evaluate existing brand campaigns.
Practically, the model reduces overall research costs by integrating different methodologies and tools. Key business priorities can be easily identified, with the problem understood from a fully integrated perspective.
And just as well it's scalable: Coke intends to take the design global after all.
- Millward Brown / Ireland / Europe / Group Corporate
Diageo, IrelandThe think tank that's a hot house
'The Studio' is Millward Brown's interactive approach to unlocking and inspiring big brand ideas. It's a series of robust workshop-style events that includes a cast of experts from within WPP, client marketing and planning teams - as well as consumer and other external perspectives. The end goal is to achieve meaningful impact.
In this specific example, Diageo sought to understand declining on-trade alcohol consumption. The Studio team was assembled: people with an intimate understanding of lifestyle research, social media and technology. Marketing experts from other leading consumer brands were also invited, along with a professor of sociology. This was a fertile mixing of minds, created to challenge existing thinking.
A day-and-a-half session explored the problem, quantitatively, qualitatively and anthropologically. Big ideas (and some useful small ones) emerged, with the potential to transform the on-trade environment. Diageo is delighted, and the Studio is now set to open across Latin America.
- Millward Brown Optimor New York
Mayo ClinicThe perfect prescription
A client called Mayo Clinic was struggling to evaluate brand extension opportunities. Multiple committees were involved, as well as an extended timeframe. Severe red tape needed slicing. Paging Millward Brown Optimor...
A more efficient framework soon evolved, one based on consumer insights - but also informed by internal stakeholders, benefactors and patients. Quantitative and qualitative data was examined, via interviews, an ideation workshop, consumer focus groups and other surveys.
Ultimately, a three-step guide was produced. It included: (1) a preliminary screener with high level questions about any brand extension; (2) a weighted scoring matrix designed to deliver an 'Acceptability Score'; and (3), an additional battery of questions, with a more nuanced approach to the problem. Overall, the idea was to take as much subjectivity out of the final decision as possible. And, according to Mayo Clinic, Millward Brown Optimor exceeded all expectations in this regard. Returns for the company look healthy, too.
- TNS RI London
UnileverProblem solved, pronto
Last summer, TNS RI received a call from a harassed Unilever client as she drove through Rome traffic. Along with interjections shouted out the car window, her brief went something along the lines of: "We need a global insight for Cornetto. It must target teenagers and it has to be brilliant. Ciao!"
From chaos, came order: the 'Insight Activator' programme. Essentially, this approach is a layered one. It synthesises past research in a process dubbed Rewind. Clients then spend time with teenage friendship pairs, establishing Consumer Connections. Interviews conducted with experts in teen behaviour, psychology and marketing also resulted in different perspectives.
The final two-day workshop, was called 'Teenation'. It distilled some 200 insights into six communication platforms - with one eventually selected as the basis of a new brand positioning. Although the end result was a serious one, the process was fun, featuring music, teen magazines and videos. Ciao!
- TNS Infratest Munich
TNSYou're only as good as your reputation
It's difficult for a brand to maintain its reputation. It's particularly hard to do so in the online space, where fractured commentary can take on a life of its own. TNS had a look at this issue, by combining several of its existing proprietary tools into a holistic solution. The aim was to find an approach to business reputation management that worked in both the offline and online worlds.
The eventual outcome follows three steps. The first is identification. Using Social Media Insights, clients find the answer to the question 'what is posted about the company on the internet, how frequently, and in what tone?' Sophisticated web screening technology makes the task easier. Secondly, this information is evaluated via a TRI*M Corporate Reputation Questionnaire. Then the third part of the process makes use of TNS Digital Life to manage a response.
Interestingly, it seems trending online topics tend to reflect the state of mind of the general public. A case of life imitating life, perhaps.
- TNS Horsham - USA
VisaOld research, new thinking
Since 1990, TNS has kept a continuous, longitudinal 'transaction diary' for its client, Visa. Diary participants - selected consumers - record detailed information about their purchases, including the dollar amount, the name of the merchant, their card type and so on.
Given the substantial investment in the programme, the client is always looking for different ways to add value to proceedings. The most recent question posed is can the diary data be linked to digital advertising exposure? A tantalising possibility, and one that a pilot programme indicated was, indeed, probable. The connection was established between the frequency of digital media exposure and spend. The programme was expanded!
It now includes a unique digital media tracking mechanism, which allows for the identification of purchasing behaviour. Due to the length of the existing diary, comparisons can then be made over time. For Visa, this means the ability to explore media efficiencies and optimise every ad campaign. Ka-ching!
- .
360 Campaign
"Delivering a perfectly integrated brand idea, from visual identity through execution in every channel, is the ultimate demonstration of what WPP companies are capable of."
I sometimes wonder if we will one day get to a point where all other categories in the WPPED Cream annual are simply subsumed into the 360 section, encompassing, as it does, so much of what we do.
I believe that delivering a perfectly integrated brand idea, from visual identity right the way through execution in every channel, is the ultimate demonstration of what WPP companies, at their best, are capable of.
I also believe that many of our clients, not currently taking advantage of that breadth of skills, are seriously underutilising their WPP relationship.
Because anyone who doubts the power of a 360 approach need look no further than the world class examples on the following pages.
Our Crème de la Crème, the utterly compelling Human Rights Watch campaign from JWT New York, uses an installation in Grand Central Station, which is also accessible digitally, to deliver an ingenious and powerful petition to the UN on behalf of Burma's political prisoners. It's a very worthy overall winner, although it was pushed hard by many of the other campaigns here. Please take the time to look at them all and hopefully, like me, be inspired.
The Cannes Lions Festival 2011 judged WPP the most creative marketing business in the world. It's work such as this that I believe will keep us there.
Good luck in 2012 and beyond.
John O'Keeffe
Worldwide Creative Director: WPP
- JWT New York
Human Rights WatchThe pen remains mightier than the sword In 2010, Burma held its first elections in 20 years. The event would have been meaningless, however, if more than 2,100 political prisoners had remained locked up in squalid prisons. To add to the pressure on the authorities to release these people, Human Rights Watch created a highly effective installation.
Erected in New York's Grand Central Terminal, it featured a massive mock prison, with 200 miniature cells and 2,000 pens in lieu of bars. The idea was that visitors could remove the pens, symbolically freeing a prisoner. The pens could then be used to sign an on-site petition. Tens of thousand of signatures were collected in less than 12 hours, and the installation attracted media attention from around the globe. It later toured Prague and Brussels.
The Human Rights Watch website attracted over 80,000 people. But, most importantly, more than 150 political prisoners have since been released - including opposition leader Aung San Suu Kyi.
- Ogilvy New York
- Grey São Paulo
- Ogilvy Tokyo
Sneaker Freaker
- Ogilvy Paris
- Grey New York
- Grey Mexico City
- Ogilvy Beijing
- Ogilvy Shanghai
- Grey New York
- Grey Melbourne
Transport Accident Commission
- JWT New York
- Grey New York
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text:
Mars remains an evening object. It is low in the southwest at dusk.
Jupiter is high in the morning sky this month. Look high in the south/southwest at dawn for the object, which outshines all stars in that direction. Jupiter is also becoming a late evening object; it rises by 10:40 p.m. on October 1st and by 8:40 p.m. on the 31st.
Venus remains high in the east at dawn, continuing a spectacular morning apparition.
Saturn drops into the glare of the setting Sun this month, and is thus out of sight. On October 25, Saturn is in line with the Sun, or at conjunction.
Antares, brightest star of Scorpius, the Scorpion, sets in the southwest during twilight, with the 'teapot' of Sagittarius to its upper left. Meanwhile, the Summer Triangle is virtually overhead. As the stars of summer shift to the west, those of autumn fill the eastern sky. Watch the Great Square of Pegasus rise in the east. Note that we look towards the center of our galaxy when we face between Scorpius and Sagittarius. When facing the Great Square, or especially south and east of that, we face out of the plane of our galaxy, a direction where there are fewer bright stars. That's why the large expanse of sky rising under Pegasus seems devoid of bright stars.
For this reason, ancient Babylonians designated this broad area of sky as the 'Celestial Sea', and filled it with watery constellations. The only bright star in this whole expanse of our sky is Fomalhaut in the southeast, which marks the mouth of the Southern Fish. Between the 'teapot' of Sagittarius and Jupiter (in Taurus, the Bull), are dim zodiacal constellations including Capricornus, the Sea Goat; Aquarius, the Water Carrier; and Pisces, the Fish. The giant sea monster Cetus rises under Pisces.
Moon Phases in October 2012:
Last Quarter October 8, 2:33 am
New October 15, 7:02 am
1st Quarter October 21, 10:33 pm
Full October 29, 2:49 pm
Saturday, October 20, is our annual Astronomy Day at George Observatory, which lasts from 3 to 10 p.m. at our observatory in Brazos Bend State Park. Click here for a full list of activities.
On most clear Saturday nights at the George Observatory, you can hear me do live star tours on the observation deck with a green laser pointer. If you're there, listen for my announcement.
To enjoy the stars in any weather from the comfort of the HMNS Planetarium, click here for a full schedule.
Would you like email updates on current events in the sky, at the planetarium, and at the George Observatory? If so, send an email to firstname.lastname@example.com.

subset: commoncrawl


text:
Thursday, February 7, 2013
Super fabulous launch of Kareena's Style Guide
12 comments:
- Shoppingaholic said...
Wow Loved it. I am using this picture at my blog here-for Look of The Day and link back to you. Thank you.Jiya
- February 7, 2013 at 9:48 PM
- Medha said...
Super duper awesome.. :)
- February 7, 2013 at 10:12 PM
- Pooja Rathore said...
nice pics-your leo daughter is glowing(kareena is looking fab but somehow i liked arundhati more )you ofcourse beat all of them...great smile De keep it on always!
Wishing you the very best!
- February 8, 2013 at 10:58 AM
- Ambika said...
Kareena looks lovely, but jaded. I think she is going the Rani Mukerji way. Talented, but you can sense fatigue lurking round the corner.
I would rather bet on Kali, Kangana and Konkona. Their different looks and limited exposure in the media is a plus point for them
- February 8, 2013 at 3:56 PM
- Unknown said...
She is a Kapoor plus now royal. What can be greater than that? She can act, she can dance, she can be stylish and she can be the most alag from the current crop.
- February 10, 2013 at 1:37 PM
- Anil Kumar said...
May be you never visited Pataudi. Its a dusty town near Gurgaon. The moment you see downtown Pataudi - your royal imagination will take a beating.
- February 11, 2013 at 9:31 PM
- Rohit Apte said...
My love Kareena looking gorgeous as always.
- February 12, 2013 at 9:53 AM
- pranab said...
Don't miss your chance to qualify for a $15 reward today!
Simply enter your e-mail address to get more information!
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- February 20, 2013 at 2:04 AM
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- February 28, 2013 at 12:49 PM
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- March 21, 2013 at 3:42 PM
- Aditya said...
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- February 26, 2016 at 9:55 AM


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Feb. 10, 2010
Fullerton, Calif. - After literally years of research, a comprehensive list of Cal State Fullerton track and field records and cross country accomplishments has been compiled by Head Coach John Elders and posted on the athletic department's website.
"I'm very excited to finally post school records that include performances from the late 1960's and early 1970's," said Elders, a CSF alum from 1988 and the head track and field and cross country coach since the same year.
"Cal State Fullerton boasts a rich history in cross country and track & field that includes a slew of All-Americans and multiple national champions. It is long overdue that the outstanding athletes from that era get the recognition they deserve.
"I want to thank former coach Dr. Ron Witchey and former athletes Mark Covert, Tim Tubb, Steve Wennerstrom, Dave White and Jim Woodard for their help in compiling these records."
Posted are the men's school records that include the imperial distances as well as the "old rules" javelin record (the javelin was changed to not fly as far) and the "old table" decathlon record (the scoring table was modified), changes which date to the early 1980s.
Fullerton won the NCAA College Division (now Div. II) cross country championship in 1971 led by four All-Americans -- Tubb, second individually; Covert, third; John Casso, fifth; and Chris Hoffman, ninth. Some observers thought that team was good enough that it would have beaten Steve Prefontaine's University of Oregon team that year. The two teams never met head-to-head, but the Titans defeated common opponents by a larger margin than Oregon.
Covert was the individual champion in 1970 when the Titans finished second. He earned All-American honors at the Div. I level as well, since in those days the top College Division runners advanced to the Div. I meet. That made Covert the first Div. I All-American at Cal State Fullerton in any sport. Casso matched the feat in 1971 and Covert went on to place seventh at the 1972 U. S. Olympic marathon trials.
The Titans have had other national champions. Mike Eck won the title in the 880 yard run in both 1967 and 1968. Jim Feeney was the javelin champion in 1972 and Paul Fink won the decathlon in both 1973 and 1974. The 1973 track and field team placed fourth at nationals.
Track and field, an all-male sport at the time, was dropped after the 1975 season when the Titans moved up to Div. I. It was reinstated for men in 1981 but suspended again after the 1983 season. A women's program was launched in 1984 and the men's program was reinstated in 1989 when Coach Elders took the reins.
The Titans' top performers at the Div. I level have been national finalists Mike Tansley in the steeplechase, Brandon Campbell in the long and high jumps, Matt Turner in the long jump, Giovanni Lanaro in the pole vault and Heather Killeen in the women's distances.
Fullerton had a cinder track located in the northwest corner of campus until the construction of the sports complex, which included a new all-weather surface track and was completed in 1992. For two years, the Titans practiced off campus. The running track was resurfaced last year but the runway sports have yet to be brought back to standards.
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