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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>“Beats Headphones/Beats Music” </strong><br /><strong>BEATS BY DR DRE - R/GA London</strong> <br />Helped by the #showyourcolor campaign Beats became #1 headphones brand in the US (eg: 80% of all premium headphones sales over Christmas 2012). Beats Music launched in Jan 2014, with a Super Bowl led integrated campaign, got 1m subscribers in 100 days. In May 2014, Apple bought company for $3 billion.
  • <strong>“Family Remeet”</strong><br /><strong>Cebuana Lhuiller Money Remittance - Ace Saatchi & Saatch Makati City</strong> <br />Over 10M Filipino people work overseas, many sending money back home. Cebuana Lhuillier became the most talked-about remittance service in social networking sites for weeks. Within 2 months of campaign, their remittances increased by 18%.
  • <strong>“Why Wait Until It’s Too Late?”</strong><br /><strong>DELA FUNERAL INSURANCE - Ogilvy & Mather Amsterdam</strong> <br />Cannes Cr.Eff. Bronze 2015. Ads dramatized: “Why wait until it’s too late? Say something wonderful today”. Dela captured 5th placed in 10 most respected companies in The Netherlands. Site visits grew 66%. Insurance premiums up 12%.
  • <strong>“Cable Effects” </strong><br /><strong>DIRECTV - Grey New York</strong> <br />Cannes Cr.Eff. Silver 2015. (Great results continue – see Bullets 2012). Idea: over-the-top catastrophes caused by the frustrations of cable. For 2014, sales up 17.9% yoy. New subscribers up 18.8% yoy (with 80% coming from Cable). Revenue up £300m plus.
  • <strong>“One Photo a Day in The Worst Year of My Life”</strong><br /><strong>FOND B92 - Saatchi & Saatchi Belgrade</strong> <br />In 2012 in Serbia, every third woman was the victim of violence. In a week video has 3m views. Video Facebook shares 100,000+. Reporting of abuse up. Sufficient donations to build 2 new shelters for women.
  • <strong>“Brad and Dan No Worries campaign”</strong><br /><strong>FOSTER’S LAGER - adam&eveDDB London</strong> <br />IPA Effectiveness Awards Grand Prix 2014 in UK. “Agony Uncles” Brad and Dan took previous UK advertising icon Foster’s Lager back from #3 to market leader in 3 years to end of 2013. Delivering £32 of revenue for every £1 spent on advertising.
  • <strong>“Bald Cartoons”</strong><br /><strong>GRAACC/CHILDRENS CANCER - Ogilvy Brasil São Paulo</strong> <br />Cannes Cr.Eff. Silver 2015. On National Day Against Child Cancer, favourite cartoon characters given bald heads. Message: “A child with cancer deserves to be seen like any other child”. On zero budget, 120m people reached in Brazil and 230m globally; and donations increased 32-fold.
  • <strong>“This Is Wholesome”</strong><br /><strong>HONEY MAID GRAHAMS - Droga5 New York</strong> <br />Cannes Cr.Eff. Gold 2015. 90-year-old brand had an uncertain future in cluttered world of healthier snacks. Campaign took a controversial stand – for wholesome families of<em> every</em> kind. Honey Maid Grahams value share up 10.9%. ROI of $3.81. Made Honey Maid as relevant today as it was 90 years ago.
  • <strong>“If They Explain It With Football”</strong><br /><strong>LIBERO FOOTBALL MAGAZINE - Lola Lowe & Partners Barcelona</strong> <br />The Ads explained life through football. Annual sales up 50% with ROI of €1.95. +263% in Spanish subscribers. And – as campaign broke through boundaries - +600% in international subscribers.
  • <strong>“Dill”</strong><br /><strong>LIDL - Ingo Stockholm</strong> <br />Cannes Cr.Eff. Bronze 2015. A pop up restaurant opened in Stockholm call DILL (anagram of Lidl), was a mega-success. Foodies choked on their gourmet grub and the media exploded when it was revealed that all of the food used was bought at Lidl. 2013 was first profitable year for Lidl in Sweden ever.
  • <strong>“Make Every Yard Count”</strong><br /><strong>NIKE INDIA - J. Walter Thompson , Bangalore</strong> <br />Created from 225,000 crowd sourced images submitted by India’s cricket crazy youth. TV reached 13m people online and social media reached 11m more. Possible the most viewed and admired crowd sourced campaign ever.
  • <strong>“98% Human” </strong><br /><strong>PETA - BBDO New York</strong> <br />Ad showed it possible to achieve film quality emotion and storytelling with CGI animals. 11 of world’s top ad agencies plus TV channels and movie studios took pledge to substitute technology for real animals in ads and films.
  • <strong>“Mistakes”</strong><br /><strong>NZTA/NEW ZEALAND TRANSPORT AUTHORITY - Clemenger BBDO Wellington</strong> <br />10m+ views on YouTube around the world. 55% of NZ drivers can recall the ad unprompted (vs. 15% target for unprompted recall). 2/3 of New Zealanders say it has changed their minds about speeding.
  • <strong>“Offroad”</strong><br /><strong>SMART FORTWO - BBDO Germany Berlin</strong> <br />Cannes Cr. Eff. Bronze 2015. With new model due out in 2014, 7-year-old smart faced declining sales in 2013. Self-deprecating ad. (comparing to SUV’s in a witty way) transcended that and led to 31% rise in sales.
  • <strong>“Greatness Awaits” </strong><br /><strong>SONY PS4 LAUNCH - BBH New York</strong> <br />Cannes Cr.Eff. Bronze 2015. Reversed 6 years of decline for PS. Fastest selling console launch in history. Regained #1 with early adoption audience. Launch target was 31% of market. 43% achieved. 2.8m units sold in a year (40% up on Sony’s original estimate).
  • <strong>“Catch A Million” </strong><br /><strong>TUI BEER - Saatchi & Saatchi Auckland</strong> <br />Catch a six one-handed wearing a TUI T-shirt in NZ’s 12-game summer series: and win share of NZ$1m. 1 in 4 adults wore TUI T-shirts at games (turning stadiums orange). TUI value share up from 15.4% to 17.6%. ROI of NZ$4.05.


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