Our favourite direct cases from the festival.

1. Best of the best
direct campaigns
John Caples ’12
Our favourites from
the festival
By Dominique Poncin & Herman Geubels

4. IKEA
The Catalogue that pays rent

5. DB EXPORT DRY
Using wine to sell beer

9. Pack your HBO

10. British Airways
Details

12. Monteith’s Cider
“Sorry about the twigs”

14. NRMA Insurance Australia
Car Creation

15. ING
UNICEF SCHOOLS

16. Fundacion Reina Sofia (Spain)
BANK OF MEMORIES

17. Brothers for Life
TWITTER ARMY

18. Audi
Geo Positioned Stories

19. Chill Out e.V. (Non-Profit)
THE PENCIL CASE

20. Challenge
Raise awareness about drug addiction in youths among teachers and
school leaders.
Solution
A direct mail campaign that called attention to the fact that drug addiction
amongst kids starts earlier today than ever before. Schools and teachers
received a typical pencil case filled with unexpected supplies.
Results
62% of the educational institutions contacted the organisation and 18 schools
have actively integrated the program into their curriculum.

22. Red Tomato Pizza
VIP FRIDGE MAGNET

23. Red Tomato Pizza, Dubai

24. Amnesty International
LETTER FROM A PRISONER

25. Challenge
Raise awareness for the human rights violations in prisons.
Solution
An invite to a letter marathon was send out to Amnesty’s list of
respondents. The invitation itself was produced by using a special
technique, often used by the prisoners themselves to write secret
messages. The message was written in lemon juice, which makes it
become invisible. Only by ironing the paper, the message gets revealed.
Results
The value of donation in 2012 increased by 30%

27. Prepared by
Strategic Cell
DDB Brussels
@dponcin
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