Post pobrano z: Let’s “talk” about originality / Tu parles que c’est original!
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| THE ORIGINAL Listerine Mouthwash – 2007 Source : One Show “Merit” Agency : JWT (Puerto Rico) |
LESS ORIGINAL ARS Chemical / Mondamin Mouthwash – 2010 Source : Cannes 2010 Print & Outdoor Longlists Agency : Hakuhodo Bangkok (Thaïland) |
Post pobrano z: Harvey Nichols: Accessories Required
Brief: To announce the launch of the Autumn/Winter Collection at Harvey Nichols. The campaign aims to convey the different effects the new collection will have on those who wear them. To encourage our buyers to take precautionary measures, each execution carries an image of an item from the autumn winter range along with a supplementary requirement such as a defibrillator, smelling salts, pepper spray, taser which act as a visual metaphor for the effect the item can have.
Advertising Agency: Y&R, Dubai, UAE
Creatives: Shahir Zag , Komal Bedi Sohal
Photographer : James Day
Planner : Nadine Ghossoub
Post pobrano z: DHL: Yacht Blueprint
Brief: To find out the feasibility of yacht owners as a potential market base for DHL Import Express.
The Insight: Yacht owners are a picky lot when it comes to their yachts. And rightfully so. Luxury yachts are an expensive proposition. A yacht owner will procure only genuine parts for his prized possession as he just can’t take chances with anything else. Also, he will not trust a third party with this, as technical knowledge of yachts is still rare in the country. Now, importing individual parts regularly can get expensive. So, instead of incurring costs every time a part is needed, yacht owners buy spares in bulk and store them in warehouses for future use. While this may seem cheaper, they end up incurring warehousing costs in addition to the expense of spare parts on unknown future repairs.
The Idea: Acquire the trust of the yacht owner by surprising him with our knowledge of his yacht.
The Execution: A database of yacht owners which contained names as well as models of each owner’s yacht(s) was obtained. Yacht owners were then sent a docket shaped mailer with the name of their own yacht on the cover saying There’s someone who cares about as much as you do.” Inside was a detailed technical blueprint of his very own yacht with a personalised letter about how well DHL knew this particular model and how they could procure the right spares from anywhere in the world. This way, his yacht would stay perfect and he wouldn’t have to incur unnecessary expenses either.
Response: The mailing had an 80% response rate earning. That’s an ROI of 45% with a good 16 leads from the 20 mail outs. What’s more, this activity didn’t just bring in scope for future business; it opened up a whole new customer base for DHL’s Import Express service.
Advertising Agency: OgilvyOne, Mumbai, India
Creative Director / Copywriter: Shahrukh Dandiwala
Art Director: Lishoy George
Additional credits: Gaurav Magotra, Abhishek Sharma, Nirmala D’Souza
Post pobrano z: ADESF: Secondhand Smoking
Advertising Agency: Neogama/BBH, Brazil
Chief Creative Officer: Alexandre Gama
Creative Director: Márcio Ribas and Wilson Mateos
Art Director: Fabio Rodrigues
Copywriter: Guigo Oliva
Producer: Kiyoshi Takahashi, Wellington Silva and João Paulo Leitão
Account Director: Luiz Tosi
Account Manager: Diego Passos and Andréia Tecchio
Advertiser’s Supervisor: Mario Albanese
Post pobrano z: Soöruz Surfwear: Riders campaign
Soöruz, a brand of alternative surfwear, retakes the floor with a new campaign. In line with the brand positioning symbolized by its tagline ‘No Guts No Glory’, Soöruz includes its riders this time round. The Soöruz team riders: Marc Shuster (Wakeboarding), Glenn Hall (Surf) and Flo Daubos (Kitesurfing) embody the brand’s ‘No Guts No Glory’ spirit through the campaign. With this campaign Soöruz breaks all the usual codes of the market, the convention whereby brands support their products by always showing their riders in action.
Advertising Agency: Publicis Conseil, Paris, France
Art Director: Charles Guillemant, Faustin Claverie, Thomas Chatenay
Créative Director: Frédéric Royer
Photographer: Felix Lharer
Retoucher: Adrien Bénard
Post pobrano z: Not a revolution / Pas très révolutionnaire
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| THE ORIGINAL Perrier Sparkling Water – 1991 Source : Luerzer’s Archive Agency : Leo Burnett (Switzerland) |
LESS ORIGINAL Dos Equis Imported Beer – 1998 Source : Luerzer’s International Archive Agency : AP Lintas New York (USA) |
LESS ORIGINAL Dr Lemon Vodka – 2010 Source : Cannes Festival longlist Agency : Craverolanis BA (Argentina) |
Post pobrano z: Out of creative fuel? / Coup de pompe créatif?
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| THE ORIGINAL (click on the image to watch video) Chevrolet Aveo “Your next stop will be far away” – 2007 Source : Automotive Adv Festival, AdForum Agency : Mc Cann Erickson Guangming (China) |
LESS ORIGINAL (click on the image to watch video) Volvo V50 Drive “1330Km on a single tank” – 2009 Source : Cannes Longlist 2010 Agency : Forsman & Bodenfors (Sweden) |
Post pobrano z: Small idea, big lookalike / Mini Idée, maxi ressemblance
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| THE ORIGINAL Leibniz Minis Snacks – 2005 Source : Cannes Archive Online Agency : Kolle Rebbe (Germany) |
LESS ORIGINAL Minix – 2010 Source : Cannes 2010 Longlist Agency : Draft FCB Mexico City (Mexico) |
Post pobrano z: Combustion MMX
Combustion is updated after 2 years on hold. Get ready for some tunes!
