Post pobrano z: Ronda Knives: Fish, Durian

Advertising Agency: Strange Idea Ad, Beijing, China
Creative Director: Tif Chen
Art Directors: King Chen,Tony Li
Copywriter: Wendy Wang
Illustrator / Photographer: Chen Lei
Published: March 2011

Post pobrano z: Panda Natural Liquorice: Sea

Advertising Agency: TBWA, Finland
Creative Director: Erkko Mannila
Copywriter: Ilkka Ruotsalainen
Art Director: Jouni Seppänen
Production AD: Lauri Boren
Account Director: Reino Tikkanen
Account Manager: Karolina Mattsson-Nordberg
Photo / CGI / Retouching: Fake Graphics

Post pobrano z: First Floor Bar and Restaurant: Drunken Direction Signs

Objective: ‘First Floor’-a pub located in Asia’s largest IT hub Nehru Place, Delhi. Around 2 million visit this marketplace everyday. Despite this large plausible customer base ‘FIRST FLOOR’ remained lost amongst zillions of shops. The challenge was to make consumers take notice of ‘First Floor’ and direct them to it.

Creative Solution: Nehru Place is infested with billboards and posters. The regulars have learnt to ignore them. These have turned into blind spots. Any traditional medium would just not have attracted any attention in this environment. So we got the Human Direction Signs drunk ! For one week, everyday 7 human direction signs, pretended to be happily passed out at variuos places across the market, with t-shirts stating the ‘distance’ and ‘direction’ to ‘First Floor’.

Result: This unusual sight was hard to miss. On a hot drab afternoon this quirky vision attracted several people towards it. Passerbys took a break, relating to the visual of the happy drunken tippler, some following these milestones right up to the pub. The bar became a topic of discussion amongst the crowds and began attracting consumers as an availble hangout destination. ‘First Floor’ reported a 62% increase in footfalls within a fortnight. The drunken direction signs were much talked about and the pub has got an excellent word of mouth publicity going on till date.

Advertising Agency: McCann Erickson, New Delhi, India
Regional Executive Creative Director: Prasoon Joshi
Chief Creative Directors: Ashish Chakravarty
Creative Directors: Tirtha Ghose, Nakul Sharma
Art Director: Partha Sengupta
Copywriters: Annie Napolean
Photographer / Cameraman: Biplob Sardar