This subsection of Ad Archive combines best commercials from all over the world according to certain themes, focusing on different creative methods and techniques, on best reels of directors, studios, agencies and brands. The section supplements the collection of prints “
Mysterious coincidences
”. However, in the TV-spots case we are talking about “focus” in particular, making an attempt to categorize creative methods and strategies.
This ‘mobile’ on-ground communication created by Ogilvy Beijing makes use of a large silhouette of a computer cursor installed on a fleet of DHL’s runner vans, which shuttles around the Beijing’s Central Business District to announce DHL’s ‘24-7’ online tracking attribute. This simple stunt/ live activity has effectively resulted in an apparent drop in parcel enquiry recorded by the DHL phone tracking system while online tracking click counters surged.
Advertiser: DHL
Agency: Ogilvy & Mather, Beijing
Executive Creative Director: Nils Andersson, KweiChee Lam
Advertising Agency: Ogilvy & Mather, Beijing, China
Group Executive Creative Director: Nils Andersson
Executive Creative Director: KweiChee Lam
Creative Director: Michael Wong
Art Directors: Michael Wong, XiaoChen Li
Copywriter: Yue Song
Type Of Entry: Use of Media
Category: Best Use of Ambient Media: Large Scale
Title:
GRIDLOCK
Advertiser/Client: DHL EXPRESS (HK)
Product/Service: COURIER SERVICES
Advertising Agency: OGILVY & MATHER HONG KONG
Country: HONG KONG
Media/Advertising Agency: OGILVY & MATHER HONG KONG
Country: HONG KONG
Credit Details:
Name
Position
Company
Gavin Simpson
Executive Creative Director
Ogilvy & Mather
Eugene Tsoh
Creative Director
Ogilvy & Mather
Thomas Tsang
Copywriter
Ogilvy & Mather
Eugene Tsoh
Art Director
Ogilvy & Mather
Roy Yung
Art Director
Ogilvy & Mather
Jacky Ip
Photographer
Kim Ho
Illustrator
Roger Chan
Print Production
Innovative Media Strategy:
To achieve Top of Mind awareness, project a differentiable image and standout from omnipresent competitive Olympic associated advertising. MTR (Railway System in Hong Kong) is used as the key supporting medium to catch targeted corporate customers on the move in an appropriate time sensitive environment to communicate a time sensitive message.
Creative Execution:
See and touch the forces that drive DHL staying ahead ALL THE WAY all the time. Up close and personal to audiences, movement and 3D exposure make DHL experience come alive. Allow high level of creative flexibility that encourages impactful ideas.
Target Audience:
Best marriage of DHL's 'Moving Things' ALL THE WAY with MTR's 'Moving People'. Strategic high traffic spots (2m commuters daily) hits targeted corporate influencers and decision-makers. Matching time sensitive environment to time sensitive message with audience in attuned frame of mind.
Effectiveness:
Record high brand awareness, encouraging raise in ad awareness and outdoor ad awareness, increase in overall image attributes and generate positive word-of-mouth and invaluable free publicity.
"The client wanted a TV campaign harping on a rather generic USP of the express delivery category. However, we decided to feature the contrary," said creative director Michael Wong.
Prooduct : DHL
Agency : Ogilvy & Mather, Beijing
Executive Creative Director: KweiChee Lam
Executive Creative Director: Nils Andersson
Creative Director/ art director: Michael Wong
Art Director: XiaoChen Li, Stephen Liu
Copywriter: Yue Song
Agency Producer: Hana Zhang
Director: JinJing Zhu
Prod. Co. : JQK Production, Beijing
Country : China
Other Credits : Account Service: Mary Jane Butler, Raina Zhang
Client Supervisor: Joy Lee, Jade Huang, Li Gu
"The client wanted a TV campaign harping on a rather generic USP of the express delivery category. However, we decided to feature the contrary," said creative director Michael Wong.
Prooduct : DHL
Agency : Ogilvy & Mather, Beijing
Executive Creative Director: KweiChee Lam
Executive Creative Director: Nils Andersson
Creative Director/ art director: Michael Wong
Art Director: XiaoChen Li, Stephen Liu
Copywriter: Yue Song
Agency Producer: Hana Zhang
Director: JinJing Zhu
Prod. Co. : JQK Production, Beijing
Country : China
Other Credits : Account Service: Mary Jane Butler, Raina Zhang
Client Supervisor: Joy Lee, Jade Huang, Li Gu
"The client wanted a TV campaign harping on a rather generic USP of the express delivery category. However, we decided to feature the contrary," said creative director Michael Wong.
Prooduct : DHL
Agency : Ogilvy & Mather, Beijing
Executive Creative Director: KweiChee Lam
Executive Creative Director: Nils Andersson
Creative Director/ art director: Michael Wong
Art Director: XiaoChen Li, Stephen Liu
Copywriter: Yue Song
Agency Producer: Hana Zhang
Director: JinJing Zhu
Prod. Co. : JQK Production, Beijing
Country : China
Other Credits : Account Service: Mary Jane Butler, Raina Zhang
Client Supervisor: Joy Lee, Jade Huang, Li Gu
Advertising Agency: Ogilvy Budapest, Hungary
Creative Director / Copywriter: Gabor Spielmann
Art Director: Bruno Almeida
Illustrator: Morpho
Photographer: Pál Nánási
Title "Statue"
Agency Jung von Matt/Alster
City Hamburg
Advertiser DHL
Brand Name DHL Express
Market Germany
Country of Production Germany
Type Magazine
Awards The Cresta Awards, 2007 (Winner) for Press
Title "Jet"
Agency Jung von Matt/Alster
City Hamburg
Advertiser DHL
Brand Name DHL Express
Market Germany
Country of Production Germany
Type Magazine
Awards The Cresta Awards, 2007 (Winner) for Press
Title "Elephant"
Agency Jung von Matt/Alster
City Hamburg
Advertiser DHL
Brand Name DHL Express
Market Germany
Country of Production Germany
Type Magazine
Awards The Cresta Awards, 2007 (Winner) for Press
Title "Commercial Break"
Agency Jung von Matt / Spree
City Berlin
Advertiser DHL
Brand Name DHL
Business Sector Postal, Courier & Shipping Services
Market Germany
Country of Production Germany
Language German
Type Television & Cinema
Length 240 seconds
Awards The New York Festivals International Advertising Awards in All Media, 2007 (Gold World Medal) for Business Equipment & Services
"We discover a couple preparing dinner and worrying about the results of a sports event that their son has entered. The DHL man is about to arrive. Their two sons are in the bedroom watching television and the older brother is obviously anxious..."
Product: DHL
Agency: Ogilvy & Mather, Singapore
Creatives : Matt Cullen (Regional Creative Director)
Gary Tranter (Regional Creative Director)
Wan Shafie (Agency Producer)
Director: David Denneen
Prod. Co. : Filmgraphics Productions
Country: Australia
A direct line between you and more than 210 countries worldwide.
DHL Express. From here to there and back, no hassle.
Advertising Agency:
MatosGrey, São Paulo, Brazil
Creative Directors: Silvio Matos, Leandro Castilho
Art Director: André Sallowicz
Copywriter: Ricardo Saraiva
Illustrator: André Sallowicz
A direct line between you and more than 210 countries worldwide.
DHL Express. From here to there and back, no hassle.
Advertising Agency:
MatosGrey, São Paulo, Brazil
Creative Directors: Silvio Matos, Leandro Castilho
Art Director: André Sallowicz
Copywriter: Ricardo Saraiva
Illustrator: André Sallowicz
A direct line between you and more than 210 countries worldwide.
DHL Express. From here to there and back, no hassle.
Advertising Agency:
MatosGrey, São Paulo, Brazil
Creative Directors: Silvio Matos, Leandro Castilho
Art Director: André Sallowicz
Copywriter: Ricardo Saraiva
Illustrator: André Sallowicz
Advertising Agency:
Ogilvy Amsterdam, The Netherlands
Art Director: Jan-Willem Smits
Copywriter: Edsard Schutte
Illustrator: Pieter van der Meer
Photographer: Arno Bosma
Account: Janneke Koreneef
Client: Jean Paul Duurland
Client: DHL Europe
Agency: Ogilvy & Mather, Stockholm
Art Director: Timo Orre
Copywriter: Björn Persson
Creative Director: Björn Ståhl
Agency Producer: Marcus Sundquist
Production Company: Social Club
Director: Magnus Rösman
Producer: Magnus Theorin
DOP: Carl Sundberg
Client: DHL Europe
Agency: Ogilvy & Mather, Stockholm
Art Director: Timo Orre
Copywriter: Björn Persson
Creative Director: Björn Ståhl
Agency Producer: Marcus Sundquist
Production Company: Social Club
Director: Magnus Rösman
Producer: Magnus Theorin
DOP: Carl Sundberg
Agency:
Ogilvy, Mexico City Creative Director:
Miguel Angel Ruiz / Olivier Caizergues / Marco Colin Copywriter:
Rodrigo Lino / Luis Hernandez Art Director:
Javier Saruwatari / Alberto Villagrán Photographer:
Victor Mendiola
Agency:
Ogilvy, Mexico City Creative Director:
Miguel Angel Ruiz / Olivier Caizergues / Marco Colin Copywriter:
Rodrigo Lino / Luis Hernandez Art Director:
Javier Saruwatari / Alberto Villagrán Photographer:
Victor Mendiola
Agency:
Ogilvy, Mexico City Creative Director:
Miguel Angel Ruiz / Olivier Caizergues / Marco Colin Copywriter:
Rodrigo Lino / Luis Hernandez Art Director:
Javier Saruwatari / Alberto Villagrán Photographer:
Victor Mendiola
Advertising Agency: Ogilvy, Amsterdam, The Netherlands
Art Director: Jan-Willem Smits
Copywriter: Edsard Schutte
Illustrator: Pieter van der Meer
Additional credit: Red Mountain
Published: March 2007
