Best of John Caples '12

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Our favourite direct cases from the festival.

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Best of John Caples '12

  1. 1. Best of the bestdirect campaignsJohn Caples ’12Our favourites fromthe festivalBy Dominique Poncin & Herman Geubels
  2. 2. IKEAThe Catalogue that pays rent
  3. 3. DB EXPORT DRYUsing wine to sell beer
  4. 4. Pack your HBO
  5. 5. British AirwaysDetails
  6. 6. Monteith’s Cider“Sorry about the twigs”
  7. 7. NRMA Insurance AustraliaCar Creation
  8. 8. INGUNICEF SCHOOLS
  9. 9. Fundacion Reina Sofia (Spain)BANK OF MEMORIES
  10. 10. Brothers for LifeTWITTER ARMY
  11. 11. AudiGeo Positioned Stories
  12. 12. Chill Out e.V. (Non-Profit)THE PENCIL CASE
  13. 13. ChallengeRaise awareness about drug addiction in youths among teachers andschool leaders.SolutionA direct mail campaign that called attention to the fact that drug addictionamongst kids starts earlier today than ever before. Schools and teachersreceived a typical pencil case filled with unexpected supplies.Results62% of the educational institutions contacted the organisation and 18 schoolshave actively integrated the program into their curriculum.
  14. 14. Red Tomato PizzaVIP FRIDGE MAGNET
  15. 15. Red Tomato Pizza, Dubai
  16. 16. Amnesty InternationalLETTER FROM A PRISONER
  17. 17. ChallengeRaise awareness for the human rights violations in prisons.SolutionAn invite to a letter marathon was send out to Amnesty’s list ofrespondents. The invitation itself was produced by using a specialtechnique, often used by the prisoners themselves to write secretmessages. The message was written in lemon juice, which makes itbecome invisible. Only by ironing the paper, the message gets revealed.ResultsThe value of donation in 2012 increased by 30%
  18. 18. Prepared byStrategic CellDDB Brussels @dponcin http://ddbbrussels.tumblr.com http://www.twitter.com/ddbbrussels http://www.facebook.com/ddbbrussels

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