Project: Smart online, safe offline
Client: Lydia Fitzpatrick, marketing manager, Home Office
Writer: James Taylor
Art director: Ian Owen
Designer: Stuart Peddie
The Home Office emphasised the impact young internet users' online behaviour could have on the wider world, through this campaign by Profero. The judges were wowed by the executions, which commandeered MSN Messenger - a creative first - and featured a figure with an emoticon face. The powerful visual was intended to shock.
The ads on Messenger had an impressive 12 per cent click-through rate, and the campaign as a whole delivered more than 45 million page impressions.
Project: NSPCC Don't hide it
Client: Stephanie Hughes, new media communications manager, NSPCC
Writer: Jon Usher
Art directors: Andy Pearce, Paul Stoeter
Designers: Andy Pearce, Paul Stoeter
The NSPCC turned to online, one of the most trusted media in the eyes of children, to reach out to children suffering from sexual abuse. DNA formed partnerships with the social networking sites Bebo, MyKindaPlace and Habbo Hotel to extend the campaign.
Project: Oxfam Bit unfair
Agency: Draft London
Writers: Arthur Andrews,
Art directors: Aubrey Laret, Leigh Gilbert
Designer: John Lloyd
Oxfam wanted to engage with hard-to reach, cynical young people through this campaign, and to recruit them to the Fair Trade cause.