Unicef needed £239,125 to install 90 new hand pumps in Ethiopia to ensure clean, safe water. The mailing was made to look like the field notes of Unicef's hydrologist, reflecting his passion and enthusiasm. The mailout was so successful it made £543,229, so Unicef could install a further 100 pumps.
Title: Ogilvy 360-degree Graduate Recruitment
Creative director: Dennis Lewis
Art directors: Steve O'Leary, Chris Priest, Steve Davies, Sid Tomkins
Copywriter: Vicki Maguire
Account director: Henry Debenham
Head of traffic: Robin Fish
Ogilvy rethought its approach to graduate recruitment by producing a vibrant, inspiring brochure to attract students with a passion for big ideas. The result was a 15 per cent increase in applications from diverse disciplines and an increase in graduate intake from seven to 13.