Wunderman Sydney has created what is believed to be another world first initiative as part of this year’s Earth Hour campaign. ‘Plant Spikes’ follows last year’s multi award-winning augmented reality project ‘Earth in Your Hands’ that encouraged more than 35000 people to create a 3D Earth. The 2010 initiative has opened a new media channel aimed at businesses around the country. Plant Spikes is a low-budget environmentally friendly way to reach staff in office buildings and encourage them to get their businesses supporting Earth Hour. To penetrate offices and get maximum impact, Wunderman chose office greenery to carry this year’s Earth Hour message. Their solution was to create spikes that could be “planted” into office pot plants, distributed by plant hire companies during usual watering rounds. In what could be a world first, Wunderman and STI Lilyfield developed a new ink containing natural plant fertiliser that is released to feed the pot plant as the spike biodegrades in the soil. Wunderman CD Matt Batten said the spikes have proved to be a spectacularly simple way of raising awareness of business’ role in creating pollution and getting office workers on-side to help reduce emissions. The message on the plant spikes was simple, ‘I help your environment. Please help mine.’ “The team delivered a triple innovation by using office greenery as a media channel for Earth Hour, then engaging a whole new distribution channel through plant hire companies and the brilliant initiative to develop and use a fertilising ink. They’ve actually produced a piece of marketing that physically helps a small part of the environment.” STI Lilyfield printers developed FSC-certified paper and an organic liquid fertiliser was mixed with vegetable-based inks to create fertiliser-rich ink capable of superior quality print that benefits the plant as it naturally breaks down. According to Nick Tunstall, STI Lilyfield, “The trick was to get a fertiliser that would not damage valuable printing presses, mix with the ink and not affect printability or quality. After much brain storming and hard work, we felt we had the right product and produced an innovative piece of work which we are really proud of.” The fertilising spikes have been distributed by TPR Group, which supplies office plants to more than 1500 businesses across Australia. Wunderman have also helped Earth Hour with a couple of digital elements this year – an web-app that lets you view websites by candlelight, and a Virtual Light Switch as a fun facebook application and a microsite.

Agency: Wunderman, Australia.

Since 1959, Dos en Uno has been Chile’s most popular bubblegum. It has promised various generations of children great tasting bigger bubbles. In 2009, the brand needed to communicate it’s 50th anniversary. For 50 years Dos en Uno has allowed kids to make bigger bubbles. A 50 foot balloon, appearing to be a giant bubblegum, was created to celebrate the brand’s 50th anniversary. The Dos en Uno balloon flew over various cities with a giant sized kid attached to it, giving onlookers the impression the child was blowing a bubble.

Agency: Prolam Y&R Santiago, Chile.

When Pifzer wanted to mark Viagra’s 11th birthday, they wanted to do it in typical, tongue-in-cheek Viagra style. A party blower (featuring a Viagra pill pattern) was created to hand out to internal sales teams. The message on the piece encouraged the sales teams to ‘Celebrate Viagra’s 11th birthday’.

Agency: TAXI Canada.

KitKat Chair Posters placed strategically at the entrance of the parks and squares, the KitKat poster can be assembled into chairs to “Have a Break.”

Agency: JWT Auckland, New Zealand.

Marie France Bodyline wanted to raise awareness of its slimming programmes. The target audience – young, figure conscious, upper class women were reached at a time and place were most receptive to their message. They created 2,000 mini measuring tapes that ended at 36″. A short message read “Stop at 36″. Call 04 – 3448760″, The Marie France number. These mini-tapes were given away at locations where women who cared about their looks frequented – like trial rooms of lingerie stores and at cash registers of salad bars and salons where they were instantly picked up.

Agency: Wunderman Dubai, UAE.

As part of its “Color Month” campaign, Tambour, Israel’s largest paint retailer sponsored free parking in Eilat (#1 tourist city in Israel). The Event: Tambour took over the Hotel Boulevard, painting the sidewalk borders in all the colors of the rainbow. Anyone parking on a color got to park for free. Last weekend, Eilat’s Mayor and Tambour’s CEO cut the ribbon and launched the campaign.

Agency: Shalmor Avnon Amichay / Y&R Interactive, Israel.

To create awareness for the “Song Request Hotline” of PalFM, one of the biggest radio channels in Turkey. There’s an old and famous tradition in Turkish people’s entertainment culture. If you are at a place where there’s live music and you want to request a song, you write the name of the song on a piece of napkin and send it to the artist and your requested song is played by the artist. They based this tradition at the center of their idea and designed the collateral materials in the form of a napkin. The message on the napkins look like they are handwritten in pen. They distributed these napkins in cafes, restaurants and bars where our target is present.

Agency: ÇÖZÜM Instanbul, Turkey.

To showcase the category’s largest brush, a new media space was created – the subway exit turnstiles themselves. Dramatizing the benefit of LashBlast Length, the exit turnstiles were wrapped in yellow to look like an extremely long brush, and the crossbars were wrapped in black to demonstrate the extremely long lashes you get as a result of using the mascara.

Agency: Saatchi & Saatchi, Canada.

During the Olympic Winter Games in Vancouver, the Russia House was located right across the street from a flagship McDonald’s location. These Big Mac boxes based on matyroshka, a set of traditional Russian dolls that decrease in size and fit one inside the other, were sent over to welcome them. Inside the final and smallest Big Mac box was a coupon for free food written in Cyrillic. 100s of sets of boxes were then placed in McDonald’s take-out bags and dropped off at the Russia House for members of the Russian delegation.

Agency: Cossette Vancouver, Canada.

Parking is a challenge in the UAE. It’s easy to get a fine. These fines are in Arabic which 74% of all residents don’t understand. For Berlitz this is the perfect moment to promote their language classes, with a simple & smart idea.

Agency: Memac Ogilvy Dubai, UAE.