Breeze Excel

This neat idea was to mail a box wrapped in a white t-shirt containing a sample of the product to selected people. The postal service of course did a great job of making the t-shirt very dirty along the way, giving the recipient an opportunity to test Breeze Excel claim: “Confidence to remove stains in one wash”.

Orion Telescopes

What a charming idea. Straight forward, simple and a real surprising way of dramatizing the benefit. I wonder though if most people buy a telescope to gaze at the moon or their neighbours? Click to enlarge (no pun intended).

Durex

Durex – The cheaper alternative.

BBC Local Radio

This beautifully executed idea is close, personal and relevant to the products purpose in people’s lives. The choice of music is fantastic and pulls is all together in a very elegant way. Very impressive dramatization of how people might feel about their local station exemplified though icons.

Allan Gray

18 months in the making this epic little film tells a lot about lost opportunity. Definitely not what you expect from an investment bank until they tie it all together in the end with the tagline “Given more time, imagine the possibilities.”

Inlingua

It doesn’t get much simpler or smarter than this. The benefit dramatized in a way you instantly recognize. Very impressive clarity in conveying something that so easily could have become uninteresting.

Google Chrome

The one good thing about PC is Google Chrome. Any one who’s tried it will tell you lack of clutter and intuitive navigation will make you ask yourself why you installed all those dumb Firefox extensions.

Ballet Classes

Not everything needs a big budget – a good idea will go a long way. 

Ninja Kittens

I guess Toyota had caught on; Cats are pretty ninja - the swinging lights distraction he pulls is hilarious. The product relevance isn’t obvious but I think the tagline" Corolla. Packed with a lil’ action" does a nice job.