Creative at its best
www.dmnews.com | January 12, 2009 | DMNEWS | 11
JOHN CAPLES INTERNATIONAL AWARDS
Want to see the work that rose above the rest? Look no further than the 31st John Caples International Awards, which rewards creative solutions to direct marketing problems. An international committee of over 70 full-time creative directors selected this year’s 238 finalists, which are listed here. On March 19, final winner placement will be announced at an awards dinner presented by DMNews.
Stay tuned Best in Show
The team whose solution best exemplifies strategic creativity and innovative direct marketing is among this shortlist of finalists: Shackleton iJam BMF Lion Nathan TED696 Project Shackleton Spanish Association of Gynecology and Obstetrics The Monument AIM Proximity The Warehouse Limited Love Conspiracy Jung von Matt AG Daimler AG Flickr Book
Courageous Client This honors a marketer that took a chance on a creative concept, sometimes at great risk to the brand.
Celebrate! On March 19, winners of the 31st John Caples International Awards will be revealed and celebrated during an evening of dinner, cocktails and DM. Join creative teams and campaign directors representing agencies and clients from around the world to toast the teams that impressed the judges most this year. Visit DMNews.com for more information.
Campaigns Integrated campaign Clemenger BBDO/ Clemenger Proximity Sydney
St Vincent de Paul Society This Time it’s Personal
Clemenger BBDO/ Clemenger Proximity Sydney
Sega Offset the evil campaign
Clemenger Proximity Sydney
Surfrider Foundation Australia Turn the Tide campaign AIM Proximity
Vodafone Innovation Fold
AIM Proximity
The Warehouse Limited Love Conspiracy AIM Proximity
Te Papa Tongarewa Museum of New Zealand Get into our Space AIM Proximity
Christchurch Press Press Uni Wars AIM Proximity
Yellow I Phone Johnny Shackleton
SEGO Spanish Association of Gynecolgy and Obstetrics The Monument Shackleton
Persan – Puntomatic Men can also do it Shackleton
Caja Madrid Sense & Sensibility Mindshare
HSBC India Winning over the Indian Target Audience in straight sets The Martin Agency
GEICO GEICO Caveman
Rapp New York
The Leukemia & Lymphoma Society Pull the Trigger to Save Lives Thorp & Company
Coverall Germville: A Sick Place to Live Lowe and Rivet
MTV Networks Australia Welcome Snoop Rapp Auckland
Telecom New Zealand Ltd Security Suite Rapp Auckland
McDonald’s New Zealand My Greatest Feat
Mondadori, Shackleton
Audi AG myAudi
TBWA\Chiat\Day, New York
The Martin Agency
TBWA\WHYBIN\Tequila
The Martin Agency
The Advertising Council Inc. Asterisk ASB Say Cheese
OgilvyOne AG Zurich
Kennickell Print & Global Marketing
Proximity Singapore
PKP Proximity
Nike Philippines, Inc. Manny
Proximity Canada
FM Global FM Global/True Stories
Proximity Germany
Six Flags Six Flags “More Flags. More Fun.”
Proximity Singapore
Raritan Inc. Titanic
Proximity London
Goodman Fielder Baking Not for Ducks
Proximity London
Oyster ATU Oyster iTunes
Royal Bank of Canada Crime Doesn’t Pay GE Europe NV Fancy a drop of Elbe? Nescafé Singapore Catch Lewis
Royal Mail Royal Mail ‘Meet Mr Complete’ Food Standards Agency FSA ‘Horror Story’ Proximity Minneapolis
Edina Realty We Found Each Other Proximity BBDO
Mercedes-Benz Hey Boss, I want My Mercedes Corporate Car! M&C Saatchi
Save the Children Lessons in Leadership
Student
The Newseum of Campaign Newseum. Where the news TheYear comes to life. Mark
Rapp Auckland
Kurier Redaktionsges Elections
BFGoodrich Caples BFG Race Game
Fiat Group Automobiles Switzerland SA Are you an Alfista? Citadel Brigadier Foundation Membership Campaign
Telecom New Zealand Ltd. No one will know you are gone
Defacto Kreativ
Random House The Tenth Symphony
Ogilvy & Mather
Ogilvy & Mather
Ogilvy & Mather
Unit 7
BMF
Chemistry Comms. Group
Interactive BMF
Lion Nathan TED696 Project BMF
Commonwealth Bank Free-bee Jung von Matt AG
Mercedes Mercedes GLK Online Campaign Agency.com Ltd.
Skittles Mix the Rainbow
Optus Telecommunications GRRR for what you want Nescafé Singapore Catch Lewis
Proximity Germany
Cin King Motors Perfect cars for the City?
Proximity Singapore
New Balance Singapore Love/Hate AIM Proximity
Air New Zealand Grab a Plane AIM Proximity
Yellow I Phone Johnny Proximity
Cell C Hummerville Ogilvy & Mather
Six Flags Six Flags Daily Ticket Campaign Ogilvy & Mather
IBM IBM Storage Maze — The Scavenger Hunt
Agency self-promotion Shackleton
iJam
Archibald Ingall Stretton...
Staff Blaster BMF
We’re looking for people with heart
12 | DMNEWS | January 12, 2009 | www.dmnews.com
AIM Proximity
Rapp Auckland
Xmas
Leo Burnett/Arc Worldwide Singapore
The green move
Tangible Financial
Invisible brand
Euro RSCG Australia
Hungry
PKP Proximity
SKY TV New Zealand Mailbox DVD Player Rapp Auckland
Telecom New Zealand Ltd No one will know you’re gone AIM Proximity
New Zealand Insurance NZI broker claims jigsaw
Wikreate
Wikreate’s response to Shackleton’s iJam
Direct mail dimensional Clemenger Proximity Melbourne
Advance pet food Tongue RSPCA Tea towel Mark
The Wayside Chapel Invisibility suit MercerBell
Fuji Xerox Document Supplies Swear jar Underline s.r.o.
ING Zivotni Pojistovna Gingerbread man OgilvyOne worldwide GmbH
ENTEGA Service ENTEGA Service — Free your utility company!
Ogilvyone Wordwide GmbH
IBM Deutschland Gmbh Not my Problem: IBM Lifecycle Management Game Rapp Auckland
CIGNA Distill
Flex equipos de descanso The time traveler Leo Burnett
Fiat Fiat tape measure
AIM Proximity
Red Urban GmbH
New Zealand Post Design a stamp 2008 Sony Wanted!
Proximity London
Royal Mail Royal Mail ‘Chocolate Letter’
Fred Butler Mineral water mailing
BSH Kochschule No. 1 Pencil case Y&R
Microsoft Microsoft anti-virus Shackleton
DeAPlaneta Houdini
Flats BMF
Lion Nathan TED696 Project Chemistry Comms. Group
IT Consultancy Not sorry you’re leaving
DDB Germany, Hamburg
Henkel KGaA Back to black
DDB Germany
Hamburg German Red Cross Tea drinkers save lives DDB Germany, Hamburg
World Vision e.V. Child application
BoxbyJung von Matt AG
NOAH — People for animals Letter cage M&C Saatchi
The Aotearoa New Zealand Cluster Munition Coalition Cluster bomb drop
Proximity London
OgilvyOne Worldwide, Hong Kong
Lowe Philippines
Bureau Veritas Bureau Veritas Nightmare Book
Kuff ‘N Kollar Kuff ‘N Kollar “Collar/Belt Loop/Buttons”
OgilvyOne London
AIM Proximity
IBM Useful vs. Useless Information
State Insurance The State decoy stereo
OgilvyOne London
AIM Proximity
Volkswagon Highline
Proximity London
Royal Mail Royal Mail ‘Not a stress ball’ Salem
comunique-se Shout Draftfcb New Zealand
BMW BMW X6
British Gas British Gas — Generation green OgilvyOne London
Tower Insurance Picture frames Proximity
British Gas Would you do this?
Intermarch; Supermarket Coin on the ground
BPAY Printed statements waste more than just paper
OgilvyOne AG Zurich
Proximity London
OgilvyOne AG Zurich HR Gas in the blood
Volkswagon Streamline
Lavender
Agentur am Flughafen
Proximity London
Regus AG Piranha fishing with Regus
Volkswagon Gardener’s Friends
Lowe and Rivet
Quinn Fable Advertising
Clemenger Proximity Melbourne
BMF
Fujitsu Slobot
CA, Inc. It’s the detail that counts
Comverse Inc. Blue puzzle Wunderman
celebrating The people Behind the work Andi Emerson Award
: For nearly 20 years, the John Caples International
Awards has recognized an outstanding individual who has gone above and beyond to contribute to the direct marketing creative community. The original winner and honor’s namesake was Andi Emerson, direct marketing pioneer and founder of the John Caples International Awards. The late Emerson was an early advocate for the adoption of digital marketing strategies and is credited for building a community for direct marketing creatives to meet and celebrate the industry. The 19th winner of this prestigious honor will be named on March 19, 2009.
Irving Wunderman Award
: Honoring a lifetime of creative achievement, this award is given
to an individual who has developed high-level direct marketing creative for a decade or more. Winners are recognized for a career that has “combined the highest levels of talent, imagination, curiosity and human insight into a unique body of creative work.” Irving Wunderman, a noted copywriter, was a founding member of direct marketing agency Wunderman, Ricotta & Kline in 1958, which later become Wunderman. The 23rd recipient of this highly regarded award will be named on March 19, 2009.
Microsoft Magnetic keywords
Retention Jung von Matt AG
Daimler AG Flickr book
Wunderman
Lufthansa Germany Up front Proximity London
Volkswagon Gardener’s Friends
Proximity London
Royal Mail Ted Talks
Eternal Beauty Envelope Lavender
Laubman & Pank Transitions “See the difference” envelope MercerBell
Fuji Xerox Document Supplies How to be good at everything in the office Tequila
BMF
Commonwealth Bank Free-bee Draftfcb — Cape Town
Van Schaik Bookstore World Book & Copyright Day Draftfcb New Zealand
Melbourne Dog Aid Australia Menu Proximity
SA Corporate Basketball League Basketball league Clemenger Proximity Melbourne
advance pet food Tongue
Proximity London
BBC BBC T.V Licensing ‘No Excuse’ Proximity London
Food Standard Agency FSA ‘Horror Story’ Singleton OgilvyOne
Kodak Black Print Mark
Dog Regue Take Me Home G2 New Zealand
NZAA Cut finger insert
Y&R/Wunderman, Irvine
Barbeques Galore “How to grill a salesman” Poster
Print Jung von Matt AG
Karstadtguelle Insurance Medical Signs
The blue group
Saab Saab Cross-Wheel Drive (XWD) Underline s.r.o.
SKY TV New Zealand Mincemeat
BSH Kochschule No. 1 Carrot in a towel
Collateral
Blitz Direct, Data & Promotions
Proximity
Red Urban GmbH
Land Rover North America Land Rover “Tea Party” DM touch 1
BMF
Proximity London
Mercedes-Benz You’ve got mail
Y&R/Wunderman, Irvine
Australian Direct Marketing Forum 3000 Dates
GE Money Bank 3 Hits in one shot! Combine all your installments into one.
Royal Mail Royal Mail ‘Chocolate letter’
Orange Communications AG Your new number
Clemenger Proximity
Meteorite
Homebase Homebase ‘Hi-Ho’ Gnome
Bruengger Bachmann Dialog AG
Draftfcb New Zealand
Proximity London
Royal Mail Royal Mail ‘Production pack’
The University of Edinburgh Family mailing
The Aotearoa New Zealand Cluster Munition Coalition Cluster bomb drop
Meteorite
Marvel X-Man
Story
ANZ Dress pattern
PKP proximity
Volkswagon Gardener’s Friends
M&C Saatchi
Fullcontact
Red Urban GmbH
Proximity BBDO
Direct Mail
Nissan Australia Sardine can
AIM Proximity
Yellow Drop cloth
X-man
Tequila
Rapp Auckland
Saatchi & Saatchi New Zealand
WWF New Zealand WWF pass it on Story
The Glenmorangie Company Ardbeg Corryvreckan — a hairraising tale
Commonwealth Bank Love cricket ‘door’ Oxfam A really crap ad
TBWA\WHYBIN\Tequila
Effies Effies call for entries
Tangible Financial
Witan Investment Trust Jump Clemenger BBDO/ Clemenger Proximity Sydney
Sega Offset the evil
Dialogue Marketing
Microsoft Podge and Rodge on a PC
www.dmnews.com | January 12, 2009 | DMNEWS | 13
Euro RSCG Australia
Integral Energy Calculator
Student Campaign of the year awards
Proximity Singapore
Nescafé Singapore Catch Lewis AIM Proximity
Vodafone World of difference
AIM Proximity
Vodafone Innovation fold
AIM Proximity
Air New Zeland Grab a plane Proximity
Mercedes-Benz Family album Proximity BBDO
Mercedes-Benz Now danger can’t surprise you anymore! Lavender
Fairfax Business Media www.writeournextad.com Shackleton
Acciontra El Hambre Niger luxury club Meteorite
Argos Argos ‘Giant jar’ Mullen
Stanley Works Stanley Fubar
Ogilvy & Mather
IBM IBM puzzles
Rapp New York
Travel Channel Travel Channel KIDNAP! The Martin Agency
United Parcel Service of America Inc. Dale Jarrett’s farewell tribute
: For the first time, undergraduate students of market-
ing, communications and digital design are competing for a place at the Caples Awards night through a contest that challenges teams of students to apply their educational experience towards a real-world marketing problem. Sponsored by Alloy Media & Marketing, the contest challenges students to design a campaign for Pentel of America’s Recycology pen line — highlighting its ecofriendly aspects and inspiring college-aged students to learn more about the product. The winning group will receive $5,000, internships at Alloy Media & Marketing, and a paid trip for two lead group members to the annual Caples Awards in New York City on March 19, 2009. One runner-up team will receive a $1,000 and two tickets to attend Caples. OgilvyOne worldwide GmbH
DHL DHL: “Send-to-a-friend”
OgilvyOne worldwide GmbH
Frankfurt Zoo Livestream Banner “Feeding time” OgilvyOne London
BP Ultimate BP Ultimate – mileometre
RMG Connect Sydney
Listerine Tornado
Rapp Kelana Jaya
BMW Malaysia Let there be light
Online Lowe and Rivet
Genesis Energy Tree people M&C Saatchi
Save The Children Save The Children Web site BMF
Digital Microsite Saatchi & Saatchi New Zealand
Toyota Hilux unbreakable Mark
Chalk Urban Art Festival Disappearing art DDB Germany, Hamburg
Ikea Austria Blinds
Lion Nathan HarvesTED — The Trials DDB Germany, Hamburg
No one will know you are gone
out of HoME
Ambient/Guerrilla Y&R/Wunderman, Irvine
Land Rover North America Land Rover “Deep thoughts/ Red Line” Advertising Service Agency
UNICEF The UNICEF Landmine Stickers
Advertising Service Agency
UNICEF The UNICEF Anti Landmines Table Soccer
Advertising Service Agency
Amnesty International Gallows AIM Proximity
The Warehouse Limited Love Conspiracy AIM Proximity
Yellow I Phone Jonny
Proximity Canada
Frito Lay Canada Battle in a Bag
Volkswagen AG The chase goes on
Proximity Canada
CP Proximity Audi The Rosen project
Clemenger Proximity Sydney
Proximity London
General Electric General Electric ‘Kite’ Arc Worldwide
Nestle Purina PetCare Company Feed the senses Proximity Canada
Royal Bank of Canada RBC Campus — Crime doesn’t pay Surfrider Foundation Australia Turn the Tide campaign
Caples Student Campaign of TheYear
Mercedes-Benz Family album Draftfcb Kobza
Divorce Lawyer Dr. Kriegler Photos
PKP Proximity
OgilvyOne worldwide GmbH
PKP Proximity
Hypovereinsbank Surprise in the university Library
Global 2000 Flowers
Weekiendesk Iberia
Rapp Toronto
Bark & Fitz Excitement Pee
CP Proximity ESCape
Mobile marketing OgilvyOne Worldwide, Hong Kong
BMF
Lion Nathan HarvesTED —The Trials Shimoni Finkelstein Draftfcb
Aviv recycling industries, INC An unexpected Bluetooth message wins the heart of bottle recyclers
Out of home
BMF
DDB Germany, Hamburg
Mark
Lowe and Rivet
Rapp Auckland
Lowe and Rivet
Rodgers Townsend
Cin King Motors Perfect cars for the city? AIM Proximity
Yellow Unbelievable search Proximity BBDO
Chrysler Become the annoying intruder!
E-mail Mindshare
HSBC India HSBC India — Serving aces in inboxes Rapp Auckland
Telecom New Zealand Ltd No one will know you are gone
Football Federation Australia The missing ‘H’ Football Federation Australia Interactive fan Rapp Auckland
SKY TV New Zealand Mailbox DVD player Rapp Sydney
Austar United Communications Shark Week
Thank You to our supporters General chair Jeffrey Hazlett, CMO, Kodak
Kliene Fluchten Travel agency Escape from everyday life.
Mark
Proximity Germany
Experian FreeCreditReport.com band campaign phase II
Frito Lay Canada Battle in a bag
Rapp New York
German Red Cross Tea drinkers save lives
The Martin Agency
Virgin Media Television Terminate a Mate
Clemenger Proximity Sydney
World Wildlife Fund Global warning
Canadian Blood Services New donor recruitment DRTV “Because”
2020 London
AIM Proximity
Clemenger Proximity Sydney
Oesterreichischer Rundfunk The ORF superkick
Guinness Guinness Passport to Greatness
Euro RSCG Australia
Black Dog Institute Paint by numbers
TV/Infomercial
Blitz Direct, Data & Promotions
Proximity Germany GmbH
Dog Refuge Take me home
Nike Nike+ Miles
Proximity
Bayer HealthCare AG The Alka-Seltzer Great American Road Trip Merck & Company, Inc. We chose to protect ourselves against cervical cancer and other HPV diseases. Now the choice is yours
DDB Germany, Hamburg
SKY TV New Zealand Goodbye 007 TV
BMF
Sony The Crowd’s Story
O2 UK O2 stare out
Rapp Auckland
BMF
Commonwealth Bank History of the mullet in cricket
Archibald Ingall Stretton...
Vodafone D2 GmbH Giving to receive
Proximity Canada
Ella Bache Ella
Retention/loyalty
Rapp Hamburg
Proximity BBDO
Thalys International Brussels at the foot of the slopes!
MISC.
Academic Excellence Dead end job Lion Nathan HarvesTED — The Trials
Sponsors:
Dog Refuge Take me home SKY TV New Zealand Mailbox DVD player The Black Rep Season of the storyteller posters
For sponsorship information contact Deborah Hartley at deborah.hartley@ dmnews.com.