2010 Winners & Shortlists

Results and Effectiveness

The Brief: To further promote the BlackBerry services and devices being offered by du. The Creative: A newspaper envelop was developed as a special media buy. This envelop has a special die-cut of a magnifier with a transparent sheet (representing the magnifying glass), and a message saying “Discover why ants are so organized” (P.1). Once the person pulls out the newspaper (P.2), it reveals an ant holding a BlackBerry and a message saying “BlackBerry now available from du” printed on the inside part of the envelop (P.3).

Creative Execution

The Brief: To further promote the BlackBerry services and devices being offered by du. The Creative: A newspaper envelop was developed as a special media buy. This envelop has a special die-cut of a magnifier with a transparent sheet (representing the magnifying glass), and a message saying “Discover why ants are so organized” (P.1). Once the person pulls out the newspaper (P.2), it reveals an ant holding a BlackBerry and a message saying “BlackBerry now available from du” printed on the inside part of the envelop (P.3).

Insights, Strategy and the Idea

The Brief: To further promote the BlackBerry services and devices being offered by du. The Creative: A newspaper envelop was developed as a special media buy. This envelop has a special die-cut of a magnifier with a transparent sheet (representing the magnifying glass), and a message saying “Discover why ants are so organized” (P.1). Once the person pulls out the newspaper (P.2), it reveals an ant holding a BlackBerry and a message saying “BlackBerry now available from du” printed on the inside part of the envelop (P.3).