This ad for the homelessness charity Depaul Trust was a two-minute interactive film where viewers could change the narrative direction by pushing a button on their remote control. Viewers could then go to a mircrosite to learn more, or to donate and, like a pay-per-view film, the donation is added to the viewer's monthly bill.
Title: Monkey Business
Creative director: Nick Moore
Art director: Thiago Demoraes, interactive designer
Copywriter: Rob Steeles
Account supervisor: Anna Evans
Client: News International
Brand: The Sun
Direct marketing executive: Rosie Harrison
By sending people a spoof e-mail and creating a news article on The Sun's website, The Sun wanted readers to believe that a team of geneticists had genetically engineered Marty, the primate. A fake company called First Genetics was set up with a website on which surfers could chat to Marty. Upon completing three questions, it was revealed that this was in fact an "Ape...ril Fool!" from The Sun. More than 46,000 people visited the website.
Creative director: Gary Sharpen
Art directors: Matt Bryson, Dave Edwards
Copywriter: Malcolm Caldwell
Account manager: Sue Hendrikz
Chief executive: Steve Barton
Leonardo wanted to spread some end-of-year cheer and demonstrate the agency's skills. One thousand, three hundred clients, friends and journalists were e-mailed a snowball and invited to "return fire" or start a new snowball fight. Twenty-four thousand, four hundred and two people from more than 100 countries threw 45,573 snowballs, and visits to www.leonardocompany.com increased by 250 per cent.