What a great demo of the power of mail to turn a reader into a participant and to transform the morning post into an experience – this is how the editors of the British Directory Magazine have described the project Toycar created by the agency as part of the campaign I still drive, though I don’t walk for a Slovenian association Zavod VOZIM.
Directory is a quarterly print publication and a web page dedicated to communication experts and advertising public, specialized in direct marketing. It is published under the editorial leadership of the creative marketing guru Patrick Collister, the founder of the creative school Creative Matters and the author of Won Report, the yearly analysis of the awarded direct marketing projects.
Besides projects by Bruketa&Žinić OM, in its latest issue published in June 2013 Directory features 30 or so global projects such as It’s not Your Fault created by Droga5 for Coke Zero. It’s a campaign launched during the NCAA Tournament (aka March Madness), using SlideShare in a creative way.
PDF presentation helps guys explain to their bosses, in a language they could understand – the charts – why they couldn’t stop watching basketball. The presentation had over 70.000 views and Coke Zero had 60% increase in exposure during the tournament.
Also, among the published work was the Cannes Lions winner Driving Dogs created by DraftFCB New Zeland for MINI as the general sponsor for the abandoned dogs asylum. The campaign which has succeeded in adopting all the dogs and had over 10 million YouTube views, has demonstrated the dogs’ intelligence by showing they can learn how to drive a MINI.