One of the bright young teams at TBWA in Auckland are selling shares in their future to raise the cash to get them to Cannes. Invest in them at their website, click here.

The benefits for the investors are simple, as the team states on their website: By investing, shareholders can claim they where ahead of the pack, on the money, had their finger on the pulse or any other metaphor that means they were part of a successful social media experiment.

What a nice disruptive idea.

Heineken has been the ‘head’sponsor for 10 years of the Dutch supporters and builds on that tradition with the Pletterpet. Alfred Baloyi, creator of the Makaraba and inspiration for the Heineken Pletterpet, stars in this TV commercial. It seems that the Germans have responded with their World Cup Gadget as well with their ‘Gehörschutzstöpsel’.

If you have any comments or suggestions please email Jeroen Konings.

In 2009 Heineken rocked the boat with a fabulous film that first started on the web and ended up in more than two dozen countries around the world as the major TV campaign for Heineken: The Walk-in Fridge. Spoofed by countless fans and even competitive brands.

This year Heineken celebrates “Men with Talent” and again the fans are starting to ad their own parts to the story. Enjoy the latest work developed by TBWA\NEBOKO in Amsterdam – share it with the world.

If you have any comments or suggestions please email Jeroen Konings.

A disruptive campaign made headlines in Turkey.

Mor Cati (Purple Roof) is one of the oldest associations in Turkey providing free shelter to women suffering from domestic violence. One out of every three women in the country is a victim of domestic violence, but awareness of their plight is low. The challenge was to remind people and encourage them to act.

The agency made cutout outdoor posters of women and placed hidden cameras to document people’s reactions. The cutouts were placed in strategic locations in the busiest part of towns. Very quickly, vandals broke the arms and legs of the women in the pictures – which enabled the advertiser to reveal its real message. A viral video was created and posted to many social media networks.

The cutouts underlined Mor Çati’s message that women are victims of physical aggression by men. Instead of just talking about the problem, the project demonstrated it in a graphic way. The videos were placed on Facebook, Twitter and Vimeo, with the result that hundreds of bloggers from all over the world posted the link, some even voluntarily translating it into their own language. The campaign was launched in April 2010. More than 30,000 people watched the videos over the first five days. Donations increased about 35% during the campaign period.

If you have any questions, comments, or suggestions please email Toygun Yilmazer.

When Carlos Ghosn, Nissan President and CEO, unveiled the Nissan Leaf last year he heralded it as “the unveiling of a real-world car that has zero – not simply reduced — emissions. It’s the first step in what is sure to be an exciting journey — for people all over the world, for Nissan and for the industry.

It was a significant entry into the carbon emissions reduction arena with what was sure to have a major impact on the conversation. A conversation, which at that time lacked a common thread for people to follow and rally around.

The immediate opportunity for Nissan was to own the global conversation around mobility. Not simply from a new product standpoint, but from the standpoint of a new mobility lifestyle — a lifestyle preparing the world for a new kind of car.

The TBWA\Digital Arts Team, led by Colleen DeCourcy, was asked to cultivate this conversation and give it a place to live online. The teams generated thinking around celebrating zero emissions mobility, the coming of the electric vehicle revolution and how this can be a central part of a common journey to a sustainable future. In response, they created, ‘Journey to Zero.’

Under the watchful tutelage of Richard Saul Wurman, global thought leader, TED (Technology Entertainment Design) conference founder, author and the planet’s premier information architect, journeytozero.com became a platform for this ongoing conversation.

The Digital Artists started by partnering with Wade Davis, noted anthropologist, ethno-botanist, best-selling author and National Geographic Explorer documenting his conversations, observations and experiences at COP15 – the United Nations 2009 Climate Change Conference. Using the above, the team pushed content to consumers in real time starting a global conversation around change.

Constant Communications was the mechanic employed to reach consumers through social platforms like Facebook, Twitter, YouTube and Posterous, and on journeytozero.com. Almost immediately after starting the conversation, it grew in bounds. Not only did the program gain great momentum with the consumer audience, but zero emissions and green leaders and influencers also engaged in perpetuating and growing the conversation.

The initiative was not created to sell the Nissan LEAF directly; however, one can imagine that there will be a residual effect now that so many consumers were engaged in the program and have a new mindset around zero emissions and mobility. It is a journey Nissan initiated, and one that is so important to the future of mobility.

In the words of Wade Davis, “The very existence of alternative ways of thinking and doing are what will save us — hence being aware of diversity and new ways are what will drive the future of sustainability.”

Correspondent at large Mark Tungate reports from a TBWA Digital Conference held in Berlin.

In her Boards Summit seminar, TBWA chief digital officer Colleen DeCourcy argued that in its efforts to grab and hold attentions online agencies need to get back to the fundamentals: creating emotional connections with the consumer. In this exclusive interview on boardsmag.com she also discusses why Bob Greenberg’s full-service digital model at R\GA doesn’t work for large agency networks. Click here.

Jean-Marie Dru is the Chairman of TBWA Worldwide He writes a memo to all his colleagues at TBWA every week. Sometimes, he shares them with us:

In 2008, TBWA\Chiat\Day Los Angeles was tasked to reignite the spark both in the Gatorade brand and in those who drink it. Because of the brand’s tremendous growth over the years, it was starting to lose its core sports relevance as consumers forgot Gatorade’s fundamental reason for being – superior sports hydration that fuels athletic performance. The brand was losing its meaning and in danger of becoming more akin to soda pop than sports drink.

In talking with athletes of all ages, the team found that whatever they do, wherever they go, the best athletes always take their attitude, swagger and passion with them. They may lose a step here or there, gain a few pounds as they age, but the one thing that doesn’t change is their competitive desire and will to win.

They tool inspiration from the fact that rivalries have fueled athletes throughout the history of sport and asked, what if Gatorade used a sporting rivalry as a catalyst to give one-time athletes a second chance?

Two U.S. high schools, Easton High School in Pennsylvania and Phillipsburg High School in New Jersey, have a 100-year-old rivalry and, in 1993, were named by Sports Illustrated as the best high school football rivalry in the country. However, the 1993 meeting between the two teams ended in the worst possible way, a 7-7 deadlock. No true rivalry should ever end in a tie.

Here was the brand’s opportunity. Fuel a grudge match. Provide the original players a second chance to play the ‘93 game and settle the score once and for all…15 years later: Gatorade “REPLAY” was born.

Gatorade REPLAY originated as a five-part online documentary. Cameras captured every part of the 90-day journey, from the physical workouts to the deeply emotional moments and the relationships built on and off the field. Gatorade’s expertise in coaching, hydration and sports performance supported the men as they re-evaluated their health, got back in shape and fine-tuned their skills. Then came the REPLAY.

On Sunday, April 26, 2009, 15,000 fans jammed Fisher Field. Tickets for the REPLAY game sold out in 90 minutes, putting the 15,000-seat stadium at maximum capacity. Demand for the game spilled over into the eBay grey market, with some auctions fetching up to six times the ticket’s face value. Even NFL Gatorade athletes Peyton and Eli Manning took part as assistant coaches for the event. The entire Easton and Phillipsburg towns became participants – and in addition to the teams, the original ’93 cheerleaders and marching band members came out of retirement. Suddenly whole towns were transformed into fans, helping fuel the rivalry and cheer on the teams. The game was broadcast live to local markets with the rest of the country joining in online on www.gatorade.com.

The REPLAY winners were Phillipsburg, but it hardly mattered. Gatorade had made their mark and proved their role as a catalyst for athletic achievement.

Further testament to the size and power of the idea, in November 2009 REPLAY became a documentary television series with a one-hour primetime pilot airing nationally on Fox Sports Net during Thanksgiving weekend. We have received requests to turn the documentary into a feature film from all the major studios and we are currently filming Season II in Detroit, to be broadcast on Fox Sports Net.