They created several brightly colored urinals that would be very hard to miss. The urinal contained 4 stalls that were connected to a digital screen that turned peeing into a race. Each stall measured the amount of of urine and then displayed the amount on a digital screen to see who would get to the finish line first.

Not only did the campaign encourage people to use the urinal, but it also encouraged them to use it quickly! Other than beating your friends, there was an additional incentive; whoever had the most impressive pee would win their water taxes back.

Agency: ACHTUNG! Amsterdam, The Netherlands.

They teased the happening using Twitter, Facebook, blogs, and the adidas website – the final route of the Van der Sar barge, together with 4 shooting points, was only revealed minutes before start. Each shooting point had 10 balls ready and the first ones to arrive got a chance to shoot. By using the power of social media we made the people of Amsterdam run and gave them the chance to score against one of the best goalkeepers of all time.

Agency: Iris Amsterdam, Netherlands.

Consumption habit suggests that people read newspapers while having their morning cup of coffee. Tim Hortons is one of our clients in the UAE and they serve 35-50,000 coffees per month, per outlet. Realising its untapped potential, they decided to create a campaign around them to meet their target.

Since fresh news goes well with fresh coffee, they adapted the coffee cup sleeve of Tim Hortons, a global coffee chain, into an advertising medium and they created The ‘Headline News’ Cup Sleeve. Every cup. Every hour. Every day. When Tim Hortons customers received a cup of coffee, they also received the headline news of the hour, printed using a special printer that pulled out tweets from the Gulf News Twitter account. The short URL and QR code on the sleeve then directed them to the Gulf News website where they could read the full story.

Timing is everything. So they interacted with their readers when they normally read the newspaper — when they enjoy their freshly brewed coffee. The ‘Headline News’ Cup Sleeve allowed us to be the first throughout the day to deliver breaking news to potential subscribers and make a meaningful connection with them.

Agency: Y&R Dubai, UAE.

Agency: Y&R São Paulo, Brazil.

Agency: MEX, Ukraine.

They wanted to create something that would cut through the clutter and that these people would like to keep. So they created a survival guide, which explained the basics for staying alive in the Arabian Desert, and packaged it in a way that would spur the attention of their target audience.

They researched every indigenous animal and plant, people could encounter in the Arabian Desert and how they could be used to survive. They studied the topography of the region to guide people to safety. They used a reflective packaging similar to army rations, which could be used to signal for help, and bound the book with a metal spiral, which could be used for cooking. Finally, they even took an extra step so that in case of emergency, people could always EAT the book. It was made out of edible ink and paper, and it had a nutritional value close to that of a cheeseburger.

They sent the book to 5,000 existing customers, gave it away as a supplement to the cars’ manual and made it freely available in sports shops. The initial response was very positive. And the client was so happy with the concept that they asked us to include the book as an insert in the next edition of a car magazine, with a 70,000 circulation.

Agency: Y&R Dubai, UAE.

They decided to bring part of the incarceration experience into their viewers’ homes, and therefore created Alcatraz Delivery, an actual prison food delivery service.

Orders could be placed by phone or on the web and were delivered by the prisoners in a police van, escorted by a policeman. In addition to the tray of disgusting prison food, they gave out a complete dossier of information about the series and its premier on laSexta.

The country’s most important television bloggers and journalists received free deliveries and we even made a live delivery on one of the most popular television shows in Spain. Alcatraz was the most watched premier of the season with 4.8 million viewers.

Agency: Leo Burnett Iberia Madrid, Spain.

Agency: Unknown.

Agency: DDB Latina Puerto Rico.

Scan the code with your smart phone and it tweets about your pint, updates your facebook status, check you in via 4square, download coupons and promotions, invites your friends to join you, and even launches exclusive Guinness content. Each interaction with the Guinness QR cup got people in the bar, and the twitterverse, buzzing.

Agency: BBDO New York, USA.