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An international committee of over 70 full-time creative directors selected this year’s 238 finalists, which are listed here. On March 19, final winner placement will be announced at an awards dinner presented by DMNews.
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Creative at its bestWant to see the work that rose above the rest? Look no further than the 31st John Caples International Awards, which rewards creative solutions to direct marketing problems. An international committee of over 70 full-time creative directors selected this year’s 238 finalists, which are listed here. On March 19, final winner placement will be announced at an awards dinner presented by DMNews.
www.dmnews.com | January 12, 2009 | DMNEWS | 11
Best in showThe team whose solution best exemplifies strategic creativity and innovative direct marketing is among this shortlist of finalists:
ShackletoniJamBMFLion NathanTED696 Project Shackleton Spanish Association of Gynecology and ObstetricsThe Monument AIM ProximityThe Warehouse LimitedLove Conspiracy Jung von Matt AG Daimler AGFlickr Book
Courageous ClientThis honors a marketer that took a chance on a cre-ative concept, sometimes at great risk to the brand.
CampaignsIntegrated campaign
Clemenger BBDO/Clemenger Proximity SydneySt Vincent de Paul SocietyThis Time it’s Personal
Clemenger BBDO/Clemenger Proximity SydneySegaOffset the evil campaign
Clemenger Proximity SydneySurfrider Foundation AustraliaTurn the Tide campaign
AIM ProximityVodafoneInnovation Fold
AIM ProximityThe Warehouse LimitedLove Conspiracy
AIM ProximityTe Papa Tongarewa Museum of New ZealandGet into our Space
AIM ProximityChristchurch PressPress Uni Wars
AIM ProximityYellowI Phone Johnny
ShackletonSEGO Spanish Association of Gynecolgy and ObstetricsThe Monument
ShackletonPersan – PuntomaticMen can also do it
ShackletonCaja MadridSense & Sensibility
MindshareHSBC IndiaWinning over the Indian Target Audience in straight sets
The Martin AgencyGEICOGEICO Caveman
Rapp New YorkThe Leukemia & Lymphoma SocietyPull the Trigger to Save Lives
Thorp & CompanyCoverallGermville: A Sick Place to Live
Lowe and RivetMTV Networks AustraliaWelcome Snoop
Rapp AucklandTelecom New Zealand LtdSecurity Suite
Rapp AucklandMcDonald’s New ZealandMy Greatest Feat
Rapp Auckland Telecom New Zealand Ltd.No one will know you are gone
PKP ProximityKurier RedaktionsgesElections
Proximity CanadaRoyal Bank of Canada Crime Doesn’t Pay
Proximity GermanyGE Europe NVFancy a drop of Elbe?
Proximity SingaporeNescafé SingaporeCatch Lewis
Proximity LondonRoyal MailRoyal Mail ‘Meet Mr Complete’
Proximity LondonFood Standards AgencyFSA ‘Horror Story’
Proximity MinneapolisEdina RealtyWe Found Each Other
Proximity BBDOMercedes-BenzHey Boss, I want My Mercedes Corporate Car!
M&C Saatchi Save the ChildrenLessons in Leadership
Mondadori, ShackletonRandom HouseThe Tenth Symphony
TBWA\Chiat\Day, New YorkThe Advertising Council Inc.Asterisk
TBWA\WHYBIN\Tequila ASBSay Cheese
OgilvyOne AG ZurichFiat Group Automobiles Switzerland SAAre you an Alfista?
Kennickell Print & Global MarketingCitadel Brigadier FoundationMembership Campaign
Ogilvy & MatherNike Philippines, Inc.Manny
Ogilvy & MatherFM GlobalFM Global/True Stories
Ogilvy & MatherSix FlagsSix Flags “More Flags. More Fun.”
Unit 7Raritan Inc.Titanic
BMFGoodman Fielder BakingNot for Ducks
Chemistry Comms. GroupOyster ATUOyster iTunes
Interactive
BMFLion NathanTED696 Project
BMFCommonwealth BankFree-bee
Jung von Matt AGMercedesMercedes GLK Online Campaign
Agency.com Ltd.SkittlesMix the Rainbow
Celebrate!On March 19, winners of the 31st John Caples International Awards will be revealed and celebrated during an evening of din-ner, cocktails and DM. Join creative teams and cam-paign directors representing agencies and clients from around the world to toast the teams that impressed the judges most this year.
Visit DMNews.com for more information.
stay tunedDefacto KreativAudi AGmyAudi
The Martin AgencyBFGoodrichBFG Race Game
The Martin AgencyThe NewseumNewseum. Where the news comes to life.
MarkOptus TelecommunicationsGRRR for what you want
Proximity SingaporeNescafé SingaporeCatch Lewis
Proximity GermanyCin King MotorsPerfect cars for the City?
Proximity SingaporeNew Balance SingaporeLove/Hate
AIM ProximityAir New ZealandGrab a Plane
AIM ProximityYellowI Phone Johnny
ProximityCell CHummerville
Ogilvy & MatherSix FlagsSix Flags Daily Ticket Campaign
Ogilvy & MatherIBMIBM Storage Maze — The Scavenger Hunt
Agency self-promotion
ShackletoniJam
Archibald Ingall Stretton...Staff Blaster
BMFWe’re looking for people with heart
JOHN CAPLES INTERNATIONAL
AWARDS
StudentCampaign of
TheYear
Caples
AIM ProximityXmas
Leo Burnett/Arc Worldwide SingaporeThe green move
Tangible FinancialInvisible brand
Euro RSCG AustraliaHungry
PKP ProximityX-man
WikreateWikreate’s response to Shackleton’s iJam
DireCt mailDirect mail dimensional
Clemenger Proximity MelbourneAdvance pet foodTongue
M&C SaatchiRSPCATea towel
MarkThe Wayside ChapelInvisibility suit
MercerBellFuji Xerox Document SuppliesSwear jar
Underline s.r.o.ING Zivotni PojistovnaGingerbread man
OgilvyOne worldwide GmbHENTEGA ServiceENTEGA Service — Free your utility company!
Ogilvyone Wordwide GmbHIBM Deutschland GmbhNot my Problem: IBM Lifecycle Management Game
Rapp AucklandCIGNADistill
Rapp AucklandSKY TV New ZealandMailbox DVD Player
Rapp AucklandTelecom New Zealand LtdNo one will know you’re gone
AIM ProximityNew Zealand InsuranceNZI broker claims jigsaw
AIM ProximityYellowDrop cloth
AIM ProximityNew Zealand PostDesign a stamp 2008
Proximity BBDOSonyWanted!
Proximity LondonRoyal MailRoyal Mail ‘Chocolate Letter’
PKP proximityMarvelX-Man
Proximity LondonVolkswagonGardener’s Friends
Proximity LondonVolkswagonHighline
Proximity LondonRoyal MailRoyal Mail ‘Not a stress ball’
Salemcomunique-seShout
Draftfcb New ZealandBMWBMW X6
BMFBPAYPrinted statements waste more than just paper
LavenderFujitsuSlobot
Lowe and RivetCA, Inc.It’s the detail that counts
TequilaNissan AustraliaSardine can
FullcontactFlex equipos de descansoThe time traveler
Leo BurnettFiatFiat tape measure
Red Urban GmbHFred ButlerMineral water mailing
Red Urban GmbHBSH Kochschule No. 1Pencil case
Y&RMicrosoftMicrosoft anti-virus
ShackletonDeAPlanetaHoudini
MeteoriteRoyal MailRoyal Mail ‘Production pack’
MeteoriteHomebaseHomebase ‘Hi-Ho’ Gnome
OgilvyOne Worldwide, Hong KongBureau VeritasBureau Veritas Nightmare Book
OgilvyOne LondonIBMUseful vs. Useless Information
OgilvyOne LondonBritish GasBritish Gas — Generation green
OgilvyOne LondonBritish GasWould you do this?
OgilvyOne AG ZurichOgilvyOne AG Zurich HRGas in the blood
Agentur am FlughafenRegus AGPiranha fishing with Regus
Quinn Fable AdvertisingComverse Inc.Blue puzzle
WundermanMicrosoftMagnetic keywords
Retention
Jung von Matt AGDaimler AGFlickr book
WundermanLufthansa GermanyUp front
Proximity LondonVolkswagonGardener’s Friends
Proximity LondonRoyal MailTed Talks
Proximity LondonRoyal MailRoyal Mail ‘Chocolate letter’
ProximityMercedes-Benz You’ve got mail
Red Urban GmbHBSH Kochschule No. 1Carrot in a towel
12 | DMNEWS | January 12, 2009 | www.dmnews.com
Flats
BMFLion NathanTED696 Project
Chemistry Comms. GroupIT ConsultancyNot sorry you’re leaving
DDB Germany, HamburgHenkel KGaABack to black
DDB GermanyHamburg German Red CrossTea drinkers save lives
DDB Germany, HamburgWorld Vision e.V.Child application
BoxbyJung von Matt AGNOAH — People for animalsLetter cage
M&C SaatchiANZDress pattern
Draftfcb New ZealandThe Aotearoa New Zealand Cluster Munition CoalitionCluster bomb drop
Lowe PhilippinesKuff ‘N KollarKuff ‘N Kollar “Collar/Belt Loop/Buttons”
AIM ProximityState InsuranceThe State decoy stereo
AIM ProximityTower InsurancePicture frames
ProximityIntermarch; SupermarketCoin on the ground
Proximity LondonVolkswagonStreamline
Proximity LondonVolkswagonGardener’s Friends
Clemenger Proximity MelbourneEternal BeautyEnvelope
LavenderLaubman & PankTransitions “See the difference” envelope
MercerBellFuji Xerox Document SuppliesHow to be good at everything in the office
TequilaAustralian Direct Marketing Forum3000 Dates
Blitz Direct, Data & PromotionsSaabSaab Cross-Wheel Drive (XWD)
Underline s.r.o.GE Money Bank3 Hits in one shot! Combine all your installments into one.
Rapp AucklandSKY TV New ZealandMincemeat
Saatchi & Saatchi New ZealandWWF New ZealandWWF pass it on
StoryThe Glenmorangie CompanyArdbeg Corryvreckan — a hair- raising tale
StoryThe University of EdinburghFamily mailing
Bruengger Bachmann Dialog AGOrange Communications AGYour new number
Y&R/Wunderman, IrvineLand Rover North AmericaLand Rover “Tea Party” DM touch 1
Collateral
BMFCommonwealth BankFree-bee
Draftfcb — Cape TownVan Schaik BookstoreWorld Book & Copyright Day
Draftfcb New ZealandThe Aotearoa New Zealand Cluster Munition CoalitionCluster bomb drop
Clemenger Proximity MelbourneDog Aid AustraliaMenu
ProximitySA Corporate Basketball League Basketball league
Clemenger Proximity Melbourneadvance pet foodTongue
Proximity LondonBBCBBC T.V Licensing ‘No Excuse’
Proximity LondonFood Standard AgencyFSA ‘Horror Story’
Singleton OgilvyOneKodakBlack Print
MarkDog RegueTake Me Home
G2 New ZealandNZAACut finger insert
Y&R/Wunderman, IrvineBarbeques Galore“How to grill a salesman” Poster
Jung von Matt AGKarstadtguelle InsuranceMedical Signs
BMFCommonwealth BankLove cricket ‘door’
The blue groupOxfamA really crap ad
TBWA\WHYBIN\TequilaEffiesEffies call for entries
Tangible FinancialWitan Investment TrustJump
Clemenger BBDO/Clemenger Proximity SydneySegaOffset the evil
Dialogue MarketingMicrosoftPodge and Rodge on a PC
: Honoring a lifetime of creative achievement, this award is given to an individual who has developed high-level direct marketing creative for a decade or more. Winners are recognized for a career that has “combined the highest levels of talent, imagination, curi-osity and human insight into a unique body of creative work.” Irving Wunderman, a noted copywriter, was a founding member of direct marketing agency Wunderman, Ricotta & Kline in 1958, which later become Wunderman. The 23rd recipient of this highly regarded award will be named on March 19, 2009.
irving wunderman award
CElEbRAtINg thE PEoPlEbEhIND thE WoRk
andi emerson award
: For nearly 20 years, the John Caples International Awards has recognized an outstanding individual who has gone above and beyond to contribute to the direct marketing creative community. The original winner and honor’s namesake was Andi Emerson, direct marketing pioneer and founder of the John Caples International Awards. The
late Emerson was an early advocate for the adoption of digital marketing strategies and is credited for building a community for direct marketing creatives to meet and celebrate the industry. The 19th winner of this prestigious honor will be named on March 19, 2009.
misC.Retention/loyalty
Archibald Ingall Stretton...O2 UKO2 stare out
DDB Germany, HamburgNikeNike+ Miles
Rapp HamburgVodafone D2 GmbHGiving to receive
Rapp AucklandSKY TV New ZealandGoodbye 007 TV
ProximityMercedes-BenzFamily album
tV/Infomercial
PKP ProximityOesterreichischer RundfunkThe ORF superkick
PKP ProximityGlobal 2000Flowers
Rapp TorontoCanadian Blood ServicesNew donor recruitment DRTV “Because”
The Martin AgencyExperianFreeCreditReport.com band campaign phase II
Euro RSCG AustraliaIntegral EnergyCalculator
Proximity SingaporeNescafé SingaporeCatch Lewis
AIM ProximityVodafoneWorld of difference
AIM ProximityVodafoneInnovation fold
AIM ProximityAir New ZelandGrab a plane
ProximityMercedes-BenzFamily album
Proximity BBDOMercedes-BenzNow danger can’t surprise you anymore!
LavenderFairfax Business Mediawww.writeournextad.com
ShackletonAcciontra El HambreNiger luxury club
MeteoriteArgosArgos ‘Giant jar’
MullenStanley WorksStanley FUBAR Ogilvy & MatherIBMIBM puzzles
Rapp New YorkTravel ChannelTravel Channel KIDNAP!
The Martin AgencyUnited Parcel Service of America Inc.Dale Jarrett’s farewell tribute
DigitalMicrosite
Saatchi & Saatchi New ZealandToyotaHilux unbreakable
MarkChalk Urban Art FestivalDisappearing art
DDB Germany, HamburgIkea AustriaBlinds
BMFCommonwealth BankHistory of the mullet in cricket
Clemenger Proximity SydneyBlack Dog InstitutePaint by numbers
Clemenger Proximity SydneyWorld Wildlife FundGlobal warning
Proximity GermanyCin King MotorsPerfect cars for the city?
AIM ProximityYellowUnbelievable search
Proximity BBDOChryslerBecome the annoying intruder!
OgilvyOne worldwide GmbHDHLDHL: “Send-to-a-friend”
OgilvyOne worldwide GmbHFrankfurt ZooLivestream Banner “Feeding time”
OgilvyOne LondonBP UltimateBP Ultimate – mileometre RMG Connect SydneyListerineTornado
Rapp Kelana JayaBMW MalaysiaLet there be light
online
Lowe and RivetGenesis EnergyTree people
M&C SaatchiSave The ChildrenSave The Children Web site
BMFLion NathanHarvesTED — The Trials
DDB Germany, HamburgVolkswagen AGThe chase goes on
CP ProximityAudiThe Rosen project
Proximity LondonGeneral ElectricGeneral Electric ‘Kite’
Arc WorldwideNestle Purina PetCare CompanyFeed the senses
Proximity CanadaBayer HealthCare AGThe Alka-Seltzer Great American Road Trip
Rapp New YorkMerck & Company, Inc.We chose to protect ourselves against cervical cancer and other HPV diseases. Now the choice is yours
MindshareHSBC IndiaHSBC India — Serving aces in inboxes
Rapp AucklandTelecom New Zealand LtdNo one will know you are gone
No one will know you are gone out of homeAmbient/guerrilla
Y&R/Wunderman, IrvineLand Rover North AmericaLand Rover “Deep thoughts/ Red Line”
Advertising Service AgencyUNICEFThe UNICEF Landmine Stickers
Advertising Service AgencyUNICEFThe UNICEF Anti Landmines Table Soccer
Advertising Service AgencyAmnesty InternationalGallows
AIM ProximityThe Warehouse LimitedLove Conspiracy
AIM ProximityYellowI Phone Jonny
Proximity CanadaFrito Lay CanadaBattle in a Bag
Proximity CanadaRoyal Bank of CanadaRBC Campus — Crime doesn’t pay
Clemenger Proximity SydneySurfrider Foundation AustraliaTurn the Tide campaign
Proximity BBDOThalys InternationalBrussels at the foot of the slopes!
BMFElla BacheElla
Euro RSCG AustraliaSonyThe Crowd’s Story
MarkDog RefugeTake me home
DDB Germany, HamburgGerman Red CrossTea drinkers save lives
Lowe and RivetFootball Federation AustraliaThe missing ‘H’
Lowe and RivetFootball Federation AustraliaInteractive fan
Rapp AucklandSKY TV New ZealandMailbox DVD player
Rapp SydneyAustar United CommunicationsShark Week
www.dmnews.com | January 12, 2009 | DMNEWS | 13
: For the first time, undergraduate students of market-ing, communications and digital design are compet-ing for a place at the Caples Awards night through a contest that challenges teams of students to apply their educational experience towards a real-world market-ing problem. Sponsored by Alloy Media & Marketing, the contest challenges students to design a campaign for Pentel of America’s Recycology pen line — highlighting its eco-friendly aspects and inspiring college-aged students to learn more about the product.The winning group will receive $5,000, internships at Alloy Media & Marketing, and a paid trip for two lead group members to the annual Caples Awards in New York City on March 19, 2009. One runner-up team will receive a $1,000 and two tickets to attend Caples.
StuDENt CAMPAIgN oF thE yEAR AWARDS
Draftfcb KobzaDivorce Lawyer Dr. KrieglerPhotos
Blitz Direct, Data & PromotionsBark & FitzExcitement PeeOgilvyOne worldwide GmbHHypovereinsbankSurprise in the university Library
Weekiendesk IberiaCP ProximityESCape
Mobile marketing
OgilvyOne Worldwide, Hong KongGuinnessGuinness Passport to Greatness
2020 LondonVirgin Media TelevisionTerminate a Mate
BMFLion NathanHarvesTED —The Trials
Shimoni Finkelstein DraftfcbAviv recycling industries, INCAn unexpected Bluetooth message wins the heart of bottle recyclers
out of home
Proximity CanadaFrito Lay CanadaBattle in a bag
Proximity Germany GmbHKliene Fluchten Travel agencyEscape from everyday life.
AIM ProximityAcademic ExcellenceDead end job
BMFLion NathanHarvesTED — The Trials
MarkDog RefugeTake me home
Rapp AucklandSKY TV New ZealandMailbox DVD player
Rodgers TownsendThe Black RepSeason of the storyteller posters
General chair Jeffrey Hazlett,
CMO, Kodak
THANK YOU TO OUR
SUPPORTERS
SPONSORS:
For sponsorship information contact Deborah Hartley at deborah.hartley@
dmnews.com.
JOHN CAPLES INTERNATIONAL
AWARDS
StudentCampaign of
TheYear
Caples
