1. © 2010

2. Brand PDD™ “ path to advocacy “framework understanding usage monitoring performance buzz tracking experiential Do you know what people are saying about you? scan engaging audit What do you want to achieve? functional emotional reflection loyal fan ‘moment of truth.’ promise deliver delight Advocate

4. Vol.I Q1|2010|Guerrilla Marketing

5. “Suckers! I’m flying to Madrid for 49 Euros.”

6. Karma is a clothing company. They offer T-Shirts with free space for individual motives of the customer. Here they use their shirts as media.

8. For our new "Just call us" campaign, we brought the slogan to the people. We built several LIVE accidents and placed these all around the country. Anyone could step into these accidents. And that generated thousands of unique photographs. At the "Just call us" LIVE website, people could download their own photo and vote for their favorite photos. The 80 photos that got the most votes were eventually used as outdoor posters. In this way, the Dutch people themselves determined what the new "Just call us" campaign looked like.

14. During the Interbike trade show in Las Vegas, nuun had a gorilla chase a banana to promote banananuun, the banana flavored electrolyte tablets. The gorilla and the banana were very popular photo objects and their banananuun samples were seemingly also appreciated.

15. To create awareness of the ChicagoNow.com blog “Arresting Tales” (http://www.chicagonow.com/blogs/arresting-tales/) which is written by an actual Chicago police officer, zig dressed up 10 shackled “prisoners” in orange jumpsuits that read “Check out Arresting Tales at ChicagoNow.com.” Accompanied by a “cop,” they wandered up and down Chicago’s tony Michigan Avenue, to the delight (and sometimes concern) of passersby

17. |Direct Marketing

31. http://www.youtube.com/watch?v=wUCYdslSz8M

38. ONLINE/MOBILE

40. The Insight: When subscribers to online dating websites are absent for a long time, and then sign-in again – it always means they were dating someone, and then broke up.

41. The Solution: Subscribers to Israeli JDate, who signed-in after a minimum of 7 days absence – got a personalized banner, offering them a cure for their broken heart: a free Tnuva’s Chocolate Dessert!Advertising Agency: McCann Erickson, Tel Aviv, IsraelVP Creative: Eldad WeinbergerVP Digital Creative: Eyal CarmiCreative Director: Ido Ben-DorArt Director: Mel CaspiCopywriter: SaharLewensteinContent Development & Social Media: NirRefuahDigital Production Direction: Max Shcherbakov, Tammy Katz ZaraDirector of Web and IT Development: Niv KantorReleased: January, 2010

42. 50,000 leads, $0 advertising

43. OUT OF HOME

49. Innovative QR Code campaign by Japan Post Service.

55. Think twice about what you put in your body.A message from National Nutrition Council. 1974

64. Dominos provide an ambient solution for out-of-home pizza delivery.

79. RETURN THE ENGLISH BOOK, Memory is fragile

86. Martin Brown hung upside down crosses in trees throughout Sydney to draw attention to the widespread shooting of flying foxes throughout NSW.

89. Beachvertising

96. Samsung Washing Machines – 2007Source : Cannes Outdoor ShortlistAgency : Cheil Worldwide (Korea)

97. Copycat Constructa Washing Machines “Keeps on working” – 2008Source : Cannes Archive LonglistAgency : GPS Advertising Tel Aviv (Israël)

99. http://www.youtube.com/watch?v=ZmU_WKqoN6Y McDonald's: Steaming Transit Shelter Your free coffee is ready. Get a free small coffee during breakfast hours. A steam machine was built to fit inside a transit shelter and periodic bursts revealed a message during a free coffee promotion at McDonald's. Advertising Agency: Cossette, Vancouver, CanadaCreative Directors: Rob Sweetman, Bryan CollinsArt Director: Rob SweetmanCopywriter: Bryan CollinsProducer: Wendy MoriartyProduction: Dyna GraphicsPublished: November 2009

100. M O O N V E R T I S I N G

103. A poster covered with sealed air bubbles invites polution plagued pedestrians to soak up the fine mountain air in the car-free mountain resort «Braunwald» (Switzerland). A campaign by «Braunwald Tourism» in all major cities in german-speaking Switzerland.

117. THE ORIGINAL?Men & kid’s shoes by GÖRTZ Stores – 2005Source : Cannes Archive Online,Agency : Springer & Jacoby (Germany) LESS ORIGINAL :Men & Kid’s wear at C&A stores – 2007Source : Media GOLD LION “Best Use of Outdoor”,Agency : DDB, Brussels (Belgium)

124. THE ORIGINAL?Playboy “Guys, pray for rain” – 2002Source : Cannes Archive OnlineAgency : Rempen & Partner (Germany) LESS ORIGINAL :Calvin Klein Underwear – 2009Source : Adsoftheworld,Agency : Chosun University, Gwangju (South Kore

127. Nido: Streetlight Advertising Agency: McCann, KenyaExecutive Creative Director: InamKazimiCreative Director: Martin MwangiCopywriter: InamKazimi “Now every child can grow strong”

128. Special realisation by JCDecaux for 20th Century Fox in Brussels, Belgium. They converted this bus shelter in an innovative media for cinema movie “Alvin and the Chipmunks 2”

129. P R I N T

136. Inuktitut Path Puzzle - Starting at the arrow, move along the path to connect the letters in such a way that they spell a famous quote. Some letters can be used more than once. You can also move forward and backward along the path. To promote the globe-trotting spirit of the Land Rover. Each execution features ordinary puzzles in scripts of exotic languages from far corners of the world. This created an interactive yet cost-effective way to highlight the Land Rover brand's thirst for adventure

143. _basic_necessities

150. TV

152. "A great insight provides the basis of a social experiment that represents one of the best CSR campaigns to date. Campaigns promoting responsible behaviour don't have to be apocalyptic or po-faced to make an impact." Volkswagen|The Fun Theory

153. Promotion loyalty program RETAIL/POS

156. Procter & Gamble P&G wanted to extend the Pringles product line, Mini Pringles, for consumers who are “on the go”, but they didn’t have a budget for a TV Campaign. The Agency’s solution was to use multichannel activities to deliver a ‘taste, fun & small size’ message to the target consumers, males & females, 13-32 tears (core 16-22), urban, students, who are modern, fashionable, easy going and keen to try new brands. As well as building solid product awareness and trail.

157. Newell Rubbermaid Sharpie markers are a market leading US brand of permanent marker pens with a wide selection of nibs and colours that writes effortlessly on almost any surface. The Sharpie roadshow successfully addressed (market leadership) a dated, dull product category lacking any consumer interest. Being re-useable and easy to work with, Buddy was as roadshow-friendly as he was people-friendly. While insight driven, the very simplicity by which the Buddy installation facilitated self expression and shared expression was the reason so many embraced the campaign. At every event, Buddy was covered from head to foot in signatures, doodles, drawings, poems, footballers’ names, lovers’ names and many more – the needs of a ubiquitous target market were widely addressed.

158. Scottish & Newcastle John Smith People’s Race offered the UK public a once-in-a-lifetime opportunity - to ride in a genuine horserace at Aintree Race Course on JS Grand National Day - raising £100k for charity. To be part of one of the world’s most exciting and famous sporting events struck a cord with the target market of C2D males as demonstrated by the age, occupation and interests of the applicants. John Smith’s is the UK’s number one bitter but the category was in decline. 2007 was the third year of John Smith’s Grand National sponsorship. Horseracing is the core ‘no-nonsense’ brand platform. The world’s most famous steeplechase is the major event in an annual programme of sponsored horseracing activity. John Smith’s doesn’t run any advertising in the UK market and the brief was to extend the period of time for which the JS Grand National was relevant; and to engage at every level with the target market: 40 - 60 yr old C2D males, ‘No Nonsense’ attitude who over-index on horseracing, betting and value for money.

159. Yotvata Dairies (The Strauss Group) With more than 60% awareness and 25% of the Israeli population who wanted to experience the festival, this is a powerful, comprehensive campaign which boosted the Yotvata brand of milk drinks (chocolate/mocha milk drinks), whipped cream and milk, into new highs, above and beyond the competition. Since it was founded in the late sixties of the previous century, Yotvata dairies have produced consistently superior dairy products. Located in the Arava, Israel's southernmost region, most Israelis still cherish Yotvata as the last stop before the resort town Eilat. Although sold in 1998 to The Strauss Group, Israel's second largest dairy, Yotvata (The Kibbutz) still collectively remained as the only place to get superior milk products, and only 25 miles away from the ultimate family vacation destination – hence "the taste of freedom". Nowadays, the Yotvata brand is a leading brand amongst the milk drinks, especially chocolate milk, a market leader against its main rivals. In 2006, however, one of these rivals had massively launched a competing chocolate milk line, directed to teenagers. Following this launch, the normally quiet market became turbulent, as Yotvata decided to bolster its brand values again.

160. OCBC Bank The retail banking category in Singapore is competitive and crowded, with 4 local banks (DBS, POSB, UOB and OCBC) and international banks including Citibank, HSBC, Standard Chartered and Maybank all competing for customers. A key objective of any bank is to attract deposits which drive overall revenue. OCBC identified an opportunity to increase revenue by targeting young savers in Singapore. Although 3 banks offered accounts for children (POSB, UOB and Maybank), none was very active, and OCBC believed that there was a significant business opportunity in attracting these young savers to the bank. Success would be measured by the number of accounts opened and the total revenue value. The target was to open a targeted accounts in year 1, each with an agreed average $ value.

164. http://www.us.levi.com/care/landing.aspx

165. Hewlett-Packard Taiwan HP Original Rewards (HPOR) is an Asia-Pacific regional loyalty program specific designed for Small and Medium businesses (SMB), which is holding over than 12 regions and countries. Customers could redeem over than 100 gifts in the online catalogue through accumulating points from purchasing selected HP original cartridges. HPOR Taiwan is not only one of the biggest, longest running, and most extensive B2B loyalty programs in local market, but the result is also tremendous over the whole APAC. From 2007, an innovate development of combining recycling rewards into this program. This “double rewards” is to suit the client’s enterprise green image, and made the rewards concept more completely from producing, purchasing to recycling. Taiwan’s market is energetic by its numerous small and medium businesses. SMBs’ remarkable characters of mobility, intangible and cost-oriented make SMBs become the hardest segment to drive sales contribution. For our client, HP Image and Printing Group Taiwan, the biggest challenge is replacement/counterfeit cartridges problem. Compare to the high-volume purchasing enterprises, so called Most Valuable Companies (MVCs), SMBs are a high potential but unstable field. We provide a complete solution for our client not only to manage customers’ loyalty, but to increase the shipment, to raise the competitiveness against the low-price replacement cartridges, and real-time product control of SMB.

166. Best Integrated Communications Campaign http://www.maaw.org/globesAwards/winners.aspx?id=1438&catid=36

167. |graffiti art | street typography

172. Q42009 Vol.II Q42009 Vol.I Q3|2009 Q2|2009 Q1|2009 Q4|2008 Q3|2008 Q2|2008 Q1|2008 Thank you for following

174. g Me: ayman.sarhan@gmail.com v Me: +966500115778 t Me: ayman0sarhan look me up@ Facebook, Slideshare, YouTube, LinkedIn