Smart advertisements with a clear utility. Seems like this makes the case for all ads being useful.

Agency: Ogilvy & Mather - France

Nick Lawhead, Contributor
@nlawhead
View more of his posts here.

Halls: Free Your Voice

Agency: Ogilvy - South Africa

Halls throat lozenges give you your voice back. So we launched the “Halls. Free Your Voice.” Promotion, where people could win their own radio ad to literally say whatever they wanted. On a very small budget, the competition needed a website that covered all the Terms & Conditions, yet still communicated the “Free Your Voice” concept. Our simple idea was to make every bit of text on the site out of digital, audio fridge poetry, so people could move all the words around to create, hear and share their own messages in millions of different ways. Now that’s freedom.

http://www.hallsfreeyourvoice.co.za