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Bullets from Gunn

The Gunn Report > Content > Bullets from Gunn

For the last 4 years or so, Emma and I have made it our custom to end off Gunn Report Presentations (at Festivals or other industry Forums or Agency or Client conferences) with a selection of rapid fire mini-cases.
These establish business results for a succession of the most famous campaigns of the moment from anywhere in the world. Their purpose is to provide evidence that virtually all of the work that our industry admires and applauds and awards the most is also highly successful in doing its job in the marketplace.

These mini-case features have come to be known as 'Bullets from Gunn'. This name was coined by Matias Palm-Jensen, co-founder of the renowned Swedish digital Agency, Farfar (top 4 in The Gunn Report's Digital Agencies table for 4 years in a row). And since May this year, Matias has been Chief Innovation Officer, Europe at McCann Erickson.

Matias saw the mini-cases feature in our presentation at the Wave Festival in Rio de Janeiro in May 2008. Liked what he was seeing and thought it was a message that our industry needed. And was waiting on the Copacabana Palace terrace afterwards with a big smile (like the one in the photo), a brace of Caipirinhas and a name for what we're doing.

matthias
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  • The Bullets Story
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  • <strong>“Climate Name Change”</strong><br /><strong>350 Action - Barton F. Graaf 9000 New York</strong> <br />Petition to World Meteorological Organization to change naming system for hurricanes needed 25,000 signatures. Campaign got 50,000 in 3 days and over 81,000 after one week. 10% approval drop for targeted politicians. Esquire Magazine declared it “The. Best. Idea. Ever.” The Guardian: “The #1 climate change campaign in history.
  • <strong>“Bentley Burial”</strong><br /><strong>ABTO - Leo Burnett Tailor Made São Paulo</strong> <br />Cannes Cr.Eff. Bronze 2015. Supposedly inspired by Pharaohs, famous billionaire announced he was burying his Bentley. Impact huge. Total production cost only $6,000 but generated $22million free media coverage. All Brazil’s media were broadcasting burial live when ABTO campaign revealed. Organ donations increased by 31.5% in one month.
  • <strong>“D Rose Jump Store”</strong><br /><strong>Adidas 3.5 Shoes - TBWA London</strong> <br />London event. Simple concept – free basketball shoes if you can jump 10ft. 2,500 attended with queues starting over 8 hours beforehand. Film created highest ever UK search volume for D Rose. Kids in over 30 countries begged adidas to open a D Rose Jump Store where they lived.
  • <strong>“ANZ GAYTMS”</strong><br /><strong>ANZ Bank - Whybin\TBWA Group Melbourne</strong> <br />ANZ has supported Sydney Gay and Lesbian Mardi Gras since 2007. Ten unique GAYTMs installed for 3 weeks in central Sydney. 62+ million media impressions. Receipt roll in the ANZ Oxford St ATM normally lasts one week. The first rainbow-coloured receipt roll lasted one hour.
  • <strong>“Almost Identical”</strong><br /><strong>Beldent Infinit Gum - Del Campo Saatchi & Saatchi Buenos Aires</strong> <br />To prove social stigma of chewing gum unfounded, audience asked questions of exhibit of twins – one chewing, one not. 73% of 481 participants favoured the chewing twins. Experiment turned into brand content documentary with 10m views in just one week. Sales increased 26% since launch of campaign.
  • <strong>“Human Traffic Signs”</strong><br /><strong>Buick - Lowe China Shanghai</strong> <br />Every 3 minutes in China, someone is injured and every 10 minutes, someone dies from a traffic accident. On World Traffic Safety Day 9 accident victims posed as traffic signs to highlight need to follow rules. Traffic accidents reduced by 50% during the five day programme.
  • <strong>“Rice-Code”</strong><br /><strong>Inakadate Village - Hakuhodo Tokyo</strong> <br />Huge art pictures created by planting different coloured rice in the fields scanned with rice-code to purchase. Sales jumped dramatically and depopulating village became a tourist attraction with over 250,000 visitors (30 times population). Japanese government built railway station to cope with influx of visitors.
  • <strong>“Inglorious Fruit And Vegetables”</strong><br /><strong>Intermarché - Marcel Paris</strong> <br />Cannes Cr.Eff. Silver 2015. Instead of throwing away misshapen, ugly fruit & veg, Intermarché sold for 30% less than the rest. Many lines sold out before planned replenishment. In store traffic increased 24% overall and increased sales of 10% in fruit & veg section.
  • <strong>“Bear & Hare”</strong><br /><strong>John Lewis - adam&eveDDB London</strong> <br />Cannes Cr.Eff. Gold 2015. Christmas advertising has become the UK equivalent of the Super Bowl. Within 2 weeks of launch “Bear & Hare” was the most shared video in the world. £101.45m record takings in the week after the campaign launched. Total sales up 6.9% on last year (which had been a previous record). Total online sales up 23% on last year. ROI of £7.
  • <strong>“Rescue”</strong><br /><strong>Marmite - adam&eveDDB London</strong> <br />In classic Marmite tradition, campaign created a love / hate debate. 500 formal complaints (not upheld by the ASA). Parody after parody uploaded. Baby One jars spread across e-bay like wildfire. 15% sales increase.
  • <strong>“If We Made It”</strong><br /><strong>Newcastle Brown - Droga5 New york</strong> <br />Cannes Cr. Eff. Silver 2015. Teaser campaign number one trending topic on Facebook 2 days running ahead of Super Bowl game. Received 416% brand lift compared to competitors 187% with only 1/35th of their game budget. 18% increase in purchase intent for January and February. Not bad for an ad they didn’t make!
  • <strong>“Nivea Sun Block”</strong><br /><strong>Nivea Sun Kids - FCB Brasil São Paulo</strong> <br />8 in every 10 people impacted by the ad downloaded the app. The bracelet became object of desire - Nivea receives several requests for it every day. For the first time, it was the segment’s sales leader, with a 62% increase in Rio de Janeiro.
  • <strong>“Ronald McDonald Loves It”</strong><br /><strong>Taco-Bell - Deutsch LA Los Angeles</strong> <br />Cannes Cr.Eff. Bronze 2015. Launched into the breakfast market (against industry leader McDonald’s) by getting 23 real Ronald McDonald’s to try Taco-Bell and interview them. Resulting video over 3 billion media impressions in first 48 hours. All-time record sales week for franchisees. Making Breakfast a two-horse race in the crowded QSR breakfast category.
  • <strong>“Sweetie”</strong><br /><strong>Terre Des Hommes - Lemz Amsterdam</strong> <br />Raised global awareness about Webcam Child Sex Tourism (WCST) (#1 crime in Philippines) and pressured governments to take action to stop predators. Over 1 billion people saw the campaign. 1,000 men from 71 Countries identified and reported. Dozens of children from Philippines rescued.
  • <strong>“Autocomplete Search”</strong><br /><strong>UN Women - Memac Ogilvy Dubai</strong> <br />Cannes Cr.Eff. Bronze 2015. Google’s autocomplete search shows discrimination against women is still widespread. #womenshould started a conversation everyone thought was finished. Most shared ad of 2013. Social Good Campaign of 2013. 1.3 billion global impressions put topic back on global agenda.
  • <strong>“The Epic Split”</strong><br /><strong>Volvo Trucks - Forsman & Bodenfors Gothenburg</strong> <br />Cannes Cr. Eff. Grand Prix 2015. Most viewed automotive ad on YouTube ever with +72 million views. (10m within first 48 hours) Estimated earned media value of €87 million. 46% of truck drivers more likely to choose Volvo as next vehicle. Sales in Q4 2013 up 24%, making it Volvo Trucks’ best year ever.


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