Henkel wanted to demonstrate that Pattex Clear Power Tape is an extremely strong and above all clear Power Tape that sticks to virtually any surface and resists even extreme pressure. To demonstrate the extreme strength and durability of the tape they used billboards throughout the country that looked like they were made of solid concrete. The posters were suspended using the clear Power Tape which gave the impression that they were hovering midair. Those interested were able to ask for further information about the product by using the Bluetooth facility on their mobile phones. They were also able to order a free sample of the product having first answered the question ‘How much weight can their Clear Power Tape withstand?’. With the world’s first floating concrete poster an average number of 120,000 spectators during the one-week campaign were shown in a surprising and colourful manner that Pattex Clear Power Tape really does live up to its name. With over 10,000 requested samples it became the most successful media campaign of the year. Pattex Clear Power Tape is one of the most successful products in the Henkel adhesive portfolio.

Agency: DDB, Düsseldorf

Agency: Bronx, Brazil
Creative Director: Alexandre Silveira
Art Directors: Keith Lauer, Enzo Giacomin
Copywriter: Fábio Duarte

In the heart of downtown Toronto lies the ever expanding Dundas Square, Canada’s answer to New York’s Times Square. In this popular location JWT Toronto on behalf of Johnson & Johnson’s Tylenol brand posted a large backlit board with an eye catching execution of a man suffering from a bad headache. To emphasize his pain, a large wrecking ball, suspended from a 3D crane above the board, has smashed through, and stuck in the man’s forehead.

Advertising Agency: JWT, Toronto
Creative Director: Martin Shewchuck
Creative Group Head
Copywriter: Colin Winn
Art Director: Craig Markou
Photographer: Patrick Nichols

As the winner of JCDecaux’s innovate competition, Whybin\TBWA\TEQUILA, won $100,000 worth of media and production from JCDecaux for their client PEDIGREE®. The winning entry created by Kara Grey at TEQUILA\, allows passers-by to play with and teach a ‘virtual puppy’. At these panels, the public are able to interact with the puppy and teach it new tricks such as throwing a PEDIGREE® DENTABONE® and playing ball. The campaign then prompts people to visit puppy.com.au to obtain information including puppy training and advice.

Agency: Whybin\TBWA\TEQUILA

Agency: Desyatka, Kyiv
Creative Director: Yuriy Horbachevskyy
Art Directors: Yuriy Horbachevskyy, Alexander Arkhinos
Copywriters: Olga Rumyantseva, Pavel Fedenko
Designer: Oleg Homrach

“Don’t turn the bus into a garbage truck. It’s just as easy to throw your trash in the waste bin.” People do not treat public buses with respect. They leave they’re garbage on it. We asked people not to turn their buses into garbage trucks.

Agency: Grey, Amsterdam
Art Director: Kees Albers
Copywriter: Pol Hoenderboom
Photographer: Maarten de Groo

Agency: Rethink, Vancouver
Creative Directors: Ian Grais, Chris Staples
Art Director: David de Haas
Copywriter: Katie Ainsworth