Until New Year's Creativity will be counting down 2012's best moves in brand creativity.
Coming in at No. 5 in the television category is this heartwarming campaign for Coor Down, the Italian national association for people with Down Syndrome, who marked UN World Down Syndrome Day by focusing on treating those with the condition in the same way as those without it. The project, by Saatchi & Saatchi, programmed alternative versions of well-known commercials and television shows. In collaboration with brands like Carrefour, Toyota and illy coffee, regularly scheduled ads featured characters with Down Syndrome -- doing exactly the same thing as the characters in regular ads would.
Our No. 5 pick in the integrated/interactive category, meanwhile, is a true example of a brand that used technology to make a real impact in customers' lives. Hellmann's and agency Ogilvy Brazil came up with a novel way to encourage consumers to use mayonnaise for more than just sandwiches. The brand teamed up with supermarket chain St Marche to install special software in 100 of its cash registers. This not only recognized when consumers bought Hellmann's but clocked the other items they were buying, and came up with recipes that combined several ingredients, printing them out on the till receipt.
And did you ever think you'd see a super-creative annual report? Serviceplan Gruppe made annual reports interesting with this incredible solar-powered one for client Austria Solar, which comes in at No. 5 in the print and design category. Printed with special ink, the report is only visible in sunlight. The effort won a Design Grand Prix at Cannes 2012.
Follow the Best of 2012 Countdown and see more of the top creative brand ideas at Creativity -online.com.
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