Oct 9, 2015
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Fiat rewards back seat bucklers

Incentive to buckle up

IDEAS CSR, road safety, wi-fi, taxis, cabs
TITLE Safety Wi-Fi
SUMMARY Brazilians don't like buckling their seat belts when they're in the back seat, even though this is a cause of many road deaths. But instead of using shock tactics to convince them, Fiat decided to reward safe travellers. So it offered an incentive to the back seat passengers of taxis : free internet access. Wi-Fi was installed in taxis across the city. But it only worked when passengers buckled up. At the time of writing Fiat's campaign has reached over 4,500 passengers, and more people than ever before are buckling up for a safe ride.
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Soap as a Bus Ticket

Sanitary Innovation Makes Bus Transportation Safer

TITLE Soap Bus Ticket
BRAND Asiri Hospital Group
SUMMARY Sri Lankans use buses as their primary means of transportation. As we know, buses are renowned for being unsanitary places where diseases easily spread. In order to alert and inform people about the threat of disease and protect them from illness, Asri Hospital Group created an inventive and innovative bus ticket called Soap Bus ticket. The material used for this bus ticket is made of paper infused with soap. Thanks to this innovation, people using buses received this special ticket so they could protect themselves simply by washing their hands – even on the bus. This new sanitary precaution is now widely deployed throughout the country.
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A social bird with a hidden secret

Birth of a new species through the social media

IDEAS social media, reveal
TITLE Tuluver
BRAND Birdlife South Africa
SUMMARY When Birdlife South Africa announced that it had discovered a new bird species called the tuluver, some ornithologists were sceptical. After extensive social media buzz, it was revealed that tuluver was in fact an anagram of a more familiar but endangered bird: the vulture. On September 5, International Vulture Awareness Day, it was time to improve the image of a bird that suffers because of its association with death. A campaign film explained the importance of vultures to the eco-system and added a final message: “If we can get this passionate about discovering a new species, why can’t we get as passionate about losing one?”
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A Connected and Intelligent “Elephant” Bank

When virtual money becomes real

IDEAS online banking, coins, money, children, Clever Cash,kids,
TITLE Meet Clever Kash, ASB's new cashless moneybox
SUMMARY In today’s digital world, credit cards and online banking have replaced coins and cash stored in wallets. New Zealand’s ASB Bank realized that it is difficult to teach children the value of money and the importance of savings in a cashless society. So ASB created “Clever Kash” – a digital piggy bank (but in this case, an elephant) that helps children understand the value of money. The system is directly linked to the parent’s banking account; every time a parent deposits money into “Clever Kash” virtual coins appear on the screen along with a total amount of money stored in the bank account.
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Domestic violence in designer homes

Special feature of a design magazine

IDEAS press magazine, domestic violences, articles
TITLE Paradise Hill – It’s Not OK & HOME Magazine
BRAND It’s Not OK / HOME Magazine
SUMMARY Most New Zealanders associate domestic violence with low income groups. But a study showed that it affects not only one in three women nationally, but one in four of all wealthy households. However, since the violence happens behind closed doors, it remains hidden. To bring it into plain sight, the organization “Family Violence It’s Not OK”, partnered with Home Magazine, the leading interior design magazine, to create a special feature. Pictures of a minimalist designer home betrayed subtle clues that all was not as it seemed. The discreet signs of hidden violence led to a reveal at the end of the article. The smart media strategy sparked a debate in traditional and social media.
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Reebok invites the moviegoers to run

Sneakers promotion in movie theaters

IDEAS movie theaters, cinema advertising
TITLE Run The Movie
BRAND Reebok
SUMMARY In South Korean movie theaters, filmgoers were not on the edge of their seats - they were up and running. To promote its new ZPump Fusion sneakers, Reebok set up treadmills in cinemas. Once the movie began, the image seemed to freeze as if was loading, until one of the moviegoers was encouraged to put on the Zpump and start running. In fact, the movie would only continue playing as long as there was someone running. The filmgoers took part in a relay race until the final credits. This stunt not only promoted the new Reebok shoe, but the fact that running is better for you than sitting around.
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Print Media Innovation from the North Face

Outdoor print ad

IDEAS print, media innovation, light
TITLE Water Lamp
BRAND The North Face
SUMMARY The North Face, the moutain sport brand has created a revolutionary print ad that turns into a water lap during the night. To use, it has an instruction to fold the paper in certain ways and make it stand like a lamp, use water oa specific spot and it will begin lighting up so you can use it to light a spot outside. Indeed, through a chemical reactions, electrons flows from the zinc to the copper and enlighten the paper. Thanks to The North Face, "you never stop exploring" even during the night
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Press Magazine Media Innovation

Interactive cover for Beauty

IDEAS press magazine, interactive cover, press innovation, skin care products, hygiene products
TITLE Caras Interactive Cover
BRAND Neutrogena
SUMMARY More than 25 thousand subscribers received a special edition of the Brazilian beauty magazine Caras last week. The magazine featured a special cover where readers could use a cleansing wipe from Neutrogena to remove makeup from the cover girl portrait and see her natural beauty. This gave readers the opportunity to handle, test and evaluate the product efficiently. The experience was made possible thanks to a close partnership between Neutrogena, the agency DM9DDB, and the media.
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Lose weight with chocolate

Chocolate flyer recruitment campaign

IDEAS mailing, chocolate, coupon
TITLE The Chocolate Flyer
BRAND SureSlim
SUMMARY The brief to Publicis Machine was to recruit people to SureSlim, a weight-loss program based on a customized health and wellness plan. The solution was chocolate. Or rather, the Chocolate Flyer: a mailing made out of a tablet of 100% pure milk chocolate. This became a discount coupon, but only if you brought it intact to SureSlim. And if you hadn’t been able to resist the temptation to nibble, each remaining square of chocolate was worth a 1% discount.
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Small virtual reality with Porsche

The most stable Porsche

IDEAS direct mail, luxury advertising, virtual reality
SUMMARY The Porsche 919 Hybrid racing car is so stable that even at high speeds, it looks as if it's barely moving. In order to invite fans to see it for real at the 24h Mans race, Porsche sent them with a direct mailing with a virtual surprise. The mail could be folded into a box showing a picture of the car. But thanks to a QR code and your smartphone, the box could be transformed into a small theater showing the Porsche 919 speeding along the road - while apparently standing still.
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A SIRIous safety message

Toyota creates an innovative radio ad to reduce car crashes

IDEAS Mobile phones, interaction, radio, road safety, SIRI
TITLE Toyota - A SIRIOUS safety message
BRAND Toyota
SUMMARY It's fun to chat with SIRI, but what if the dialogue could be used to draw attention to a problem? In this case, using your phone while driving. In fact, in the US and the UK, one in four accidents are caused by mobile phone use. Drivers will never leave their phones at home, but the Toyota radio ad solves the problem by simply switching the devices off. The ad engages in conversation with SIRI and asks her to switch the phone to airplane mode. When she protests, the ad's narrator underlines the danger of texting or phoning while driving.
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Customized TV ad

Coca-Cola creates 4 millions personalized TV commercials

IDEAS tv commercials, digital tv, customization, sodas, soft drinks
TITLE The world's first fully personalised tv campaign
BRAND Coca-Cola
SUMMARY Coca-Cola and Channel 4 have created personalized TV commercials as a new part of the "Share a Coke" concept. They will be featured on the online streaming of Channel 4: 4oD. Anyone can register and then see the Channel 4 logo transformed into a Coke bottle with his name on it.
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Samsung clears the road ahead

A new road safety initiative

IDEAS road safety, csr, transport, vehicles
TITLE The Safety Truck
BRAND Samsung
SUMMARY Argentina has many one-lane roads – and a lot of fatalities due to overtaking. Samsung wanted to make a difference. To promote road safety and prevent collisions, Samsung worked with Leo Burnett to design a special truck equipped with monitors at the rear. Even when a vehicle is stuck behind the truck, its driver can see whether or not the road ahead is clear. The trucks provided a service – but they also raised awareness of a problem and warned drivers of the danger of reckless overtaking.
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Elan test

Elan tool Vs Google translate

IDEAS translation, demo, google translate, cooking
TITLE Taste the translation
BRAND Elan Languages
SUMMARY ELAN languages has a great online translation tool. But not many people know the quality of ELAN because they use the obvious: Google Translate. To prove that ELAN offers a better translation we put both tools to a test. A tasting test. We translated a Japanese recipe, one with ELAN, and one with Google translate. Then a chef cooked the two translated recipes. And we served the two dishes to passers-by. The outcome was clear; ELAN translated a far tastier dish than Google translate.
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Parking stunt for Fiat

Entertaining and useful billboard

IDEAS digital billboard, automotive, parking, stunt
TITLE Parking Billboard Case Film
BRAND Fiat 500
SUMMARY To promote their new parking assistant, Fiat and Leo Burnett have created a stunt with an interactive parking billboard linked to distance sensors. How it works? The interactive video billboard presents different assistants showing you the remaining space when you're trying to park in front of it. Thus, parking becomes cool, safe, stress-free or even a child's play, like with the FIAT parking assistant.
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Undersea billboard in Dubai

Nivea incitates you to protect yourself from the sun in a surprising location

IDEAS billboard, installation, suntan products, snorkeling
TITLE The Undersea Billboard
SUMMARY Nivea encourages you to protect yourself from the sun in a surprising location. In the UAE, tourists are keen on testing snorkeling, but half of them forget that while looking at the submarine life, they expose their back to the sun. Nivea which is offering a range of suntan and waterproof products has decided to remind them to protect themselves with a billboard located in the ocean floor in a famous snorkeling spot.
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Tips for moms to be from JWT Israel and Materna

Interactive Digital Billboard

IDEAS outdoor, digital billboard, baby food, interactivity
TITLE Materna - tips for moms to be
BRAND Materna
SUMMARY The baby food brand Materna wanted to reinforce its proximity with moms and future mothers. Veteran mothers share their expertise with future mothers through a huge interactive billboard placed in a central position in Tel Aviv. They can also send advice through all devices to be spread via the billboard to the passers-by
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Volkswagen calls out latecomers to the movies

Demo in a movie theater

IDEAS cinema, automotive, movie theaters
TITLE Cinema Pedestrian Detection
BRAND Volkswagen
AGENCY DDB Barcelona
SUMMARY You're in the cinema, already munching your popcorn and watching the trailers. Then some annoying latecomers arrive, blocking your view. Or even forcing you to stand up so they can step on your toes. DDB Barcelona made use of this familiar situation to demonstrate Volkswagen's new pedestrian detection system. The lights go down in a Madrid theater and a trailer begins. When a pair of latecomers arrive, they're lit up by a spotlight and VW's pedestrian warning symbol appears on the screen. A fun and informative way of showing that with VW's motion sensor, pedestrians won't remain unnoticed. The best way to explain a new technology is to show how it works.
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McDonald's creates roadside happiness in Manila

Motorists drive into an express breakfast

IDEAS event, activation, highways, road, fast-food
TITLE #McTollbooth surprises motorists
BRAND McDonald's
SUMMARY In Manila, traffic congestion is such a problem that McDonald’s decided to reach people where they spend a big portion of their day – on the road. The toll booth of a highway was transformed into a McDonald’s drive-thru, offering drivers a free pass and a free breakfast. For once, commuting became enjoyable.
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Billboards as training exercises

On street demo: "You have more power than you think"

IDEAS billboards, sports, energy drinks
TITLE The Powerade Workout Billboards
BRAND Powerade
SUMMARY The energy drink Powerade has created special billboards which make you sweat in climbing the scrolling billboard like a wall, lifting weights, testing your strength… Passers-by who have trained themselves will receive a Powerade bottle to quench their thirst
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