2009 Winners & Shortlists

The Brief

The Gulf Region TWIX Countless Segment Manager was struggling to get a greater choice of ideas for sales promotions internally. The TWIX brand has just relaunched its positioning of "Pause more. See more" and he wanted all Mars GCC staff to contribute ideas but many didn't work on the brand so their “care factor” was low as they had their own priorities. As encouragement, he offered a weekend getaway plus other prizes.

Creative Execution

This was an "in-office" promotion, so we sent staff a mail pack that had a pop-up DM invite and a desk reminder in the form of a pop-up box. The box showed each creative pose to help kick-start their imagination along. We used pop-up mechanical devices firstly to attract their interest but also as metaphor that creative thinking is multi-dimensional.

Describe the creative solution to the brief/objective.

Thinking of creative ideas is hard enough, let alone doing it in a busy office. Using the TWIX positioning of 'pause more, see more', a bean-bag Zen-zone (with bamboo plants etc) was built in their office for TWIX staff to escape into. What's more bean bags are a great way to unwind in. Our next step was to activate their imagination and what better way than to show them. Just like the Karma Sutra and Yoga have positions for body stimulation, we created the 12 Positions of Creativity that stimulated imaginative thinking.

Results

The client hoped for at least 20 ideas from 250 staff in the GCC. In fact 98 ideas were received and three of these have been shorted-listed as the perfect promotional idea. Staff are even inventing their own creative positions - although some are having to be censored!