Title: Action Man
Media agency: OMD UK
Media director: Alex Ebdon
Account director: Sam D'Amato
Creative agency: DDB London
Creative director: Kent Shively
Account planner: Laurence Parkes
Marketing director: Carol Evans
Brand/product: Action Man
Media/brand manager: Sara Westby
Action Man needed a major boost to his profile to take on the rival children's heroes Spiderman, the Incredible Hulk and Power Rangers. OMD decided on an industry first - give children the chance to use their imaginations and direct the end of the creative campaign. Interactive TV ads drove children online, where they could vote on how the story featured in the commercial (should Action Man save the evil Dr X?) should end. The reveal was a 60-second roadblock ad. 103,000 children voted ... and Dr X met with a sticky end.
Title: HP - Hype Gallery
Media agency: ZenithOptimedia
Media director: Keith Robertshaw
Media planner: Sarah Hill
Creative agency: Publicis
Creative director: Chris Aldhous
Account director: Dan Davies
Planner: Belinda Parmar
Brand/product: Large-format printers
To get through to a sceptical audience of Mac-obsessed graphics professionals, HP needed a new medium.
Its agencies created the Hype gallery, a space where artists could exhibit their work for free using HP technology. HP had to create a buzz around the gallery but not be overt about its own involvement, staying true to the idea of art not commerce. Posters, postcards, press ads, online media and short films were used in the recruitment drive. Hype was such a success galleries are to open in New York, Paris and Barcelona in 2005.