Ddb Asia Pacific Promo, Case study THUMB by DDB Auckland

THUMB

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Industry Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market New Zealand
Agency DDB Auckland
Art Director James Tucker
Copywriter Simon Vicars
Designer Cliff Li
Released December 2010

Credits & Description

Category: Best Use of Print
Advertiser: DDB GROUP ASIA PACIFIC
Product/Service: CREATIVE NETWORK
Agency: DDB GROUP NEW ZEALAND
Agency: TRIBAL DDB ASIA PACIFIC
Date of First Appearance: Jan 1 2011
Entrant Company: DDB GROUP NEW ZEALAND, Auckland, NEW ZEALAND
Group Executive Creative Director: Toby Talbot (DDB Group New Zealand)
Copywriter: Simon Vicars (DDB Group New Zealand)
Art Director: James Tucker (DDB Group New Zealand)
Designer: Cliff Li (DDB Group New Zealand)
Media placement: Magazine - Campaign Asia Magazine - 1 January 2011 / Jan issue
Insights, Strategy & the Idea
Every year, Campaign Asia magazine names one agency as Creative Network of the Year. This highly coveted award is designed to recognise the best performing advertising network in all of Australasia. The magazine is widely read by both advertisers and clients alike.
We were asked to create a print ad to celebrate DDB’s impending victory. There was just one problem: the ad had to go to print before we knew whether we’d won or not.
Creative Execution
Our problem was that we didn’t know if DDB had been awarded Creative Network of the Year, so we turned the problem into the solution. Using the print medium to our advantage, we created a single press ad that both celebrated a DDB victory and lamented a DDB loss.
When read the right way up, the visual of the ad was a thumbs up and the copy thanked the esteemed judges for making the right decision. When the ad was turned upside down, the visual was a thumbs down and the copy congratulated the other network who had won.
Results and Effectiveness
DDB were awarded Creative Network of the Year by Campaign Asia magazine. The ad was celebrated as an intelligent and highly creative solution in local marketing magazines and on industry blogs. For prospective clients who read Campaign Asia magazine, the Thumb ad represented an agency that could solve even the most impossible of briefs.