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: AIM Proximity The Warehouse Limited Love Conspiracy BMF Lion Nathan TED696 Project Jung von Matt AG Daimler AG Flickr Book Shackleton Spanish Association of Gynecology and Obstetrics The Monument Shackleton iJam
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 AIM Proximity
Vodafone Innovation Fold
AIM Proximity
The Martin Agency
Rapp Auckland
BMF
Mindshare
Rapp Auckland
BMF
Rapp New York
Defacto Kreativ
GEICO GEICO Caveman
HSBC India Winning over the Indian Target Audience in straight sets OgilvyOne AG Zurich
The Warehouse Limited Love Conspiracy
Fiat Group Automobiles Switzerland SA Are you an Alfista?
AIM Proximity
Ogilvy New York
Te Papa Tongarewa Museum of New Zealand Get into our Space AIM Proximity
Christchurch Press Press Uni Wars AIM Proximity
Yellow I Phone Johnny BMF
Goodman Fielder Baking Not for Ducks Chemistry Comms. Group
Oyster ATU Oyster iTunes
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 Kennickell Print & Global Marketing
Citadel Brigadier Foundation Membership Campaign Lowe and Rivet
MTV Networks Australia Welcome Snoop M&C Saatchi
Save the Children Lessons in Leadership
Telecom New Zealand Ltd. No one will know you are gone Telecom New Zealand Ltd Security Suite The Leukemia & Lymphoma Society Pull the Trigger to Save Lives Shackleton
Nike Philippines Inc. Manny
SEGO Spanish Association of Gynecolgy and Obstetrics The Monument
Ogilvy New York
Shackleton
FM Global FM Global/True Stories Ogilvy New York
Six Flags Six Flags “More Flags. More Fun.”
Persan – Puntomatic Men can also do it Shackleton
Caja Madrid Sense & Sensibility
PKP Proximity
Shackleton
Proximity BBDO
TBWA\Chiat\Day, New York
Kurier Redaktionsges Elections Mercedes-Benz Hey Boss, I want My Mercedes Corporate Car! Proximity Canada
Royal Bank of Canada Crime Doesn’t Pay Proximity Germany
GE Europe NV Fancy a drop of Elbe?
Proximity London
Royal Mail Royal Mail ‘Meet Mr Complete’ Proximity London
Food Standards Agency FSA ‘Horror Story’ Proximity Minneapolis
Edina Realty We Found Each Other
Proximity Singapore
Nescafé Singapore Catch Lewis Rapp Auckland
McDonald’s New Zealand My Greatest Feat
Random House Mondadori The Tenth Symphony The Advertising Council Inc. Asterisk
Lion Nathan TED696 Project Commonwealth Bank Free-beeCaples
Student
Audi AG Campaign of myAudi
TheYear
Jung von Matt AG
Mercedes Mercedes GLK Online Campaign Mark
Optus Telecommunications GRRR for what you want The Martin Agency
BFGoodrich BFG Race Game
The Martin Agency
The Newseum Newseum. Where the news comes to life. Ogilvy New York
Six Flags Six Flags Daily Ticket Campaign Ogilvy New York
ASB Say Cheese
IBM IBM Storage Maze — The Scavenger Hunt
Thorp & Company
Proximity#TTP
Unit 7
Proximity Germany
TBWA\WHYBIN\Tequila
Coverall Germville: A Sick Place to Live Raritan Inc. Titanic
Cell C Hummerville
Cin King Motors Perfect cars for the City?
Proximity Singapore
Interactive Agency.com Ltd.
Skittles Mix the Rainbow
AIM Proximity
Air New Zealand Grab a Plane AIM Proximity
Yellow I Phone Johnny
Nescafé Singapore Catch Lewis
Proximity Singapore
New Balance Singapore Love/Hate
Agency self-promotion AIM Proximity
Xmas
Archibald Ingall Stretton...
Staff Blaster
12 | DMNEWS | January 12, 2009 | www.dmnews.com
BMF
Lavender
Euro RSCG Australia
Fujitsu Slobot
Leo Burnett/Arc Worldwide Singapore
Fiat Fiat tape measure
PKP Proximity
CA, Inc. It’s the detail that counts
We’re looking for people with heart Hungry
The green move X-man
Shackleton
iJam
Tangible Financial
Invisible brand Wikreate
Wikreate’s response to Shackleton’s iJam
Direct Mail Direct mail dimensional Agentur am Flughafen
Regus AG Piranha fishing with Regus AIM Proximity
New Zealand Insurance NZI broker claims jigsaw AIM Proximity
Yellow Drop cloth
Leo Burnett
New Zealand Post Design a stamp 2008 BMF
BPAY Printed statements waste more than just paper Clemenger Proximity Melbourne
Advance pet food Tongue
Draftfcb New Zealand
BMW BMW X6
Flex equipos de descanso The time traveler
Proximity BBDO
Sony Wanted!
Flats AIM Proximity
State Insurance The State decoy stereo
Blitz Direct, Data & Promotions
Volkswagon Gardener’s Friends
Saab Saab Cross-Wheel Drive (XWD)
Mark
Proximity London
BMF
Volkswagon Highline
Lion Nathan TED696 Project
MercerBell
Proximity London
Bruengger Bachmann Dialog AG
The Wayside Chapel Invisibility suit Fuji Xerox Document Supplies Swear jar Meteorite
Royal Mail Royal Mail ‘Production pack’ Meteorite
Homebase Homebase ‘Hi-Ho’ Gnome OgilvyOne AG Zurich
OgilvyOne AG Zurich HR Gas in the blood OgilvyOne London
IBM Useful vs. Useless Information British Gas British Gas — Generation green OgilvyOne London
British Gas Would you do this?
OgilvyOne Worldwide GmbH
ENTEGA Service ENTEGA Service — Free your utility company!
Ogilvyone Wordwide GmbH
IBM Deutschland Gmbh Not my Problem: IBM Lifecycle Management Game
Bureau Veritas Bureau Veritas Nightmare Book
Royal Mail Royal Mail ‘Not a stress ball’ Quinn Fable Advertising
Comverse Inc. Blue puzzle
Rapp Auckland
CIGNA Distill
Rapp Auckland
SKY TV New Zealand Mailbox DVD Player Rapp Auckland
Telecom New Zealand Ltd No one will know you’re gone Red Urban GmbH
Fred Butler Mineral water mailing
Red Urban GmbH
BSH Kochschule No. 1 Pencil case Salem
comunique-se Shout Shackleton
DeAPlaneta Houdini Tequila
Nissan Australia Sardine can Underline s.r.o.
ING Zivotni Pojistovna Gingerbread man 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 22nd recipient of this highly regarded award will be named on March 19, 2009.
Microsoft Magnetic keywords Y&R
Microsoft Microsoft anti-virus
Retention
Underline s.r.o.
Y&R/Wunderman, Irvine
Proximity London
RSPCA Tea towel
Australian Direct Marketing Forum 3000 Dates GE Money Bank 3 Hits in one shot! Combine all your installments into one.
Tower Insurance Picture frames
M&C Saatchi
Royal Mail Royal Mail ‘Chocolate Letter’
Tequila
AIM Proximity
Proximity London
OgilvyOne Worldwide, Hong Kong
Fullcontact
Marvel X-Man
Lowe and Rivet
OgilvyOne London
AIM Proximity
PKP proximity
Orange Communications AG Your new number Chemistry Comms. Group
IT Consultancy Not sorry you’re leaving
Clemenger Proximity Melbourne
Eternal Beauty Envelope
DDB Germany
Henkel KGaA Back to black
Land Rover North America Land Rover “Tea Party” DM touch 1
Collateral BMF
Commonwealth Bank Free-bee Clemenger Proximity Melbourne
Dog Aid Australia Menu
Clemenger Proximity Melbourne
Advance pet food Tongue
Draftfcb — Cape Town
Van Schaik Bookstore World Book & Copyright Day Draftfcb New Zealand
Hamburg German Red Cross Tea drinkers save lives
The Aotearoa New Zealand Cluster Munition Coalition Cluster bomb drop
DDB Germany
G2 New Zealand
Draftfcb New Zealand
Mark
DDB Germany
World Vision e.V. Child application The Aotearoa New Zealand Cluster Munition Coalition Cluster bomb drop Jung von Matt AG
NOAH — People for animals Letter cage Lavender
Laubman & Pank Transitions “See the difference” envelope Lowe Philippines
Kuff ‘N Kollar Kuff ‘N Kollar “Collar/Belt Loop/ Buttons” M&C Saatchi
ANZ Dress pattern
MercerBell
Fuji Xerox Document Supplies How to be good at everything in the office
NZAA Cut finger insert Dog Regue Take Me Home
Proximity#TTP
SA Corporate Basketball League Basketball league Proximity London
BBC BBC T.V Licensing ‘No Excuse’ Proximity London
Food Standard Agency FSA ‘Horror Story’ Singleton OgilvyOne
Kodak Black Print
Y&R/Wunderman, Irvine
Barbeques Galore “How to grill a salesman” Poster
Proximity
AIM Proximity
Intermarch; Supermarket Coin on the ground
Vodafone World of difference
Proximity London
The blue group
Volkswagon Streamline
Oxfam A really crap ad
Proximity London
BMF
Volkswagon Gardener’s Friends
Commonwealth Bank Love cricket ‘door’
Rapp Auckland
Jung von Matt AG
SKY TV New Zealand Mincemeat
Karstadtguelle Insurance Medical Signs Tangible Financial
Proximity London
Saatchi & Saatchi New Zealand
Royal Mail Royal Mail ‘Chocolate letter’
WWF New Zealand WWF pass it on
Red Urban GmbH
Story
Jung von Matt AG
Daimler AG Flickr book Proximity
Mercedes-Benz You’ve got mail Proximity London
Volkswagon Gardener’s Friends
Proximity London
Royal Mail Ted Talks
BSH Kochschule No. 1 Carrot in a towel Wunderman
Lufthansa Germany Up front
The Glenmorangie Company Ardbeg Corryvreckan — a hair-raising tale Story
The University of Edinburgh Family mailing
Witan Investment Trust Jump TBWA\WHYBIN\Tequila
Effies Effies call for entries
www.dmnews.com | January 12, 2009 | DMNEWS | 13
Digital Microsite AIM Proximity
Vodafone Innovation fold
AIM Proximity
Air New Zealand Grab a plane Clemenger BBDO/ Clemenger Proximity Sydney
Sega Offset the evil
Dialogue Marketing
Microsoft Podge and Rodge on a PC Euro RSCG Australia
Integral Energy Calculator
Student Campaign of the year award
Retention/loyalty
: 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.
Lavender
OgilvyOne Worldwide GmbH
Fairfax Business Media www.writeournextad.com
Frankfurt Zoo Livestream Banner “Feeding time”
The Martin Agency
Proximity BBDO
United Parcel Service of America Inc. Dale Jarrett’s farewell tribute
Chrysler Become the annoying intruder!
Meteorite
Cin King Motors Perfect cars for the city?
Argos Argos ‘Giant jar’ Mullen
Stanley Works Stanley Fubar Ogilvy New York
IBM IBM puzzles Proximity
Mercedes-Benz Family album
Proximity Germany
Proximity Singapore
Nescafé Singapore Catch Lewis Rapp New York
Travel Channel Travel Channel KIDNAP! Shackleton
Acciontra El Hambre Niger luxury club
Online AIM Proximity
Yellow Unbelievable search BMF
Commonwealth Bank History of the mullet in cricket
Toyota Hilux unbreakable
Web site Arc Worldwide
Nestle Purina PetCare Company Feed the senses BMF
Lion Nathan HarvesTED — The Trials CP Proximity
Audi The Rosen project DDB Germany
Volkswagen AG The chase goes on Lowe and Rivet
Genesis Energy Tree people M&C Saatchi
Save The Children Save The Children Web site Proximity Canada
Proximity London
General Electric General Electric ‘Kite’
DDB Germany
Rapp New York
OgilvyOne London
BP Ultimate BP Ultimate – mileometre OgilvyOne Worldwide GmbH
DHL DHL: “Send-to-a-friend”
Ambient/Guerrilla
Saatchi & Saatchi New Zealand
World Wildlife Fund Global warning
Chalk Urban Art Festival Disappearing art
in/out of HoME
Blitz Direct, Data & Promotions
Clemenger Proximity Sydney
Mark
No one will know you are gone
RMG Connect Sydney
Listerine Tornado
Merck & Company, Inc. We chose to protect ourselves against cervical cancer and other HPV diseases. Now the choice is yours
E-mail Mindshare
HSBC India HSBC India — Serving aces in inboxes
Caples Student Campaign of TheYear
The Warehouse Limited Love Conspiracy Yellow I Phone Jonny
Bark & Fitz Excitement Pee
Archibald Ingall Stretton...
O2 UK O2 stare out
DDB Germany
Nike Nike+ Miles Proximity
Mercedes-Benz Family album Rapp Auckland
SKY TV New Zealand Goodbye 007 TV Rapp Hamburg
Vodafone D2 GmbH Giving to receive Proximity BBDO
Thalys International Brussels at the foot of the slopes! Proximity Canada
AIM Proximity
BMW Malaysia Let there be light
Black Dog Institute Paint by numbers
Ikea Austria Blinds
Telecom New Zealand Ltd No one will know you are gone
Rapp Kelana Jaya
Bayer HealthCare AG The Alka-Seltzer Great American Road Trip
Clemenger Proximity Sydney
Rapp Auckland
AIM Proximity
Proximity BBDO
Mercedes-Benz Now danger can’t surprise you anymore!
MISC.
Frito Lay Canada Battle in a Bag
Proximity Canada
Royal Bank of Canada RBC Campus — Crime doesn’t pay Rapp Auckland
SKY TV New Zealand Mailbox DVD player Rapp Sydney
Austar United Communications Shark Week Y&R/Wunderman, Irvine
Land Rover North America Land Rover “Deep thoughts/Red Line”
TV/Infomercial The Martin Agency
Experian FreeCreditReport.com band campaign phase II PKP Proximity
Oesterreichischer Rundfunk The ORF superkick PKP Proximity
Global 2000 Flowers
Rapp Toronto
Canadian Blood Services New donor recruitment DRTV “Because”
BMF
Ella Bache Ella Clemenger Proximity Sydney
Surfrider Foundation Australia Turn the Tide campaign CP Proximity
Weekiendesk Iberia ESCape DDB Germany
German Red Cross Tea drinkers save lives Draftfcb Kobza
Divorce Lawyer Dr. Kriegler Photos Euro RSCG Australia
Sony The Crowd’s Story Leo Burnett
UNICEF The UNICEF Landmine Stickers Leo Burnett
UNICEF The UNICEF Anti Landmines Table Soccer Leo Burnett
Amnesty International Gallows Lowe and Rivet
Football Federation Australia The missing ‘H’ Lowe and Rivet
Football Federation Australia Interactive fan Mark
Dog Refuge Take me home OgilvyOne Worldwide GmbH
Hypovereinsbank Surprise in the university library
Mobile marketing 2020 London
Virgin Media Television Terminate a Mate BMF
Lion Nathan HarvesTED —The Trials OgilvyOne Worldwide, Hong Kong
Guinness Guinness Passport to Greatness
Shimoni Finkelstein Draftfcb
Aviv recycling industries Inc. An unexpected Bluetooth message wins the heart of bottle recyclers
Thank You General chair Jeffrey Hayzlett, CMO, Kodak
Out of home AIM Proximity
Academic Excellence Dead end job
Sponsors:
BMF
Lion Nathan HarvesTED — The Trials Mark
Dog Refuge Take me home Proximity Canada
Frito Lay Canada Battle in a bag
Proximity Germany GmbH
Kliene Fluchten Travel agency Escape from everyday life. Rapp Auckland
SKY TV New Zealand Mailbox DVD player Rodgers Townsend
The Black Rep Season of the storyteller posters
For sponsorship information contact Deborah Hartley at deborah.hartley@ dmnews.com.