Advertising Agency: Fischer, Lisbon, Portugal
Creative Director: Diogo Mello
Art Director: Marco Martins
Copywriter: Rafael Pitanguy
Advertiser’s Supervisor: Carlos Carvalho
Planner: Marcio Beauclair
Account Manager: Joana Sousa
Account Supervisor: Vera Rhodes
Art Buyer: Sonia Saldanha
Photographer: Krypton Photo (fred Van Zeller)
Advertising Agency: Leo Burnett, Lisbon, Portugal
Agency website: http://www.leoburnett.pt/
Executive Creative Director: Chacho Puebla
Art Director: Luciana Cani
Copywriter: Pedro Ribeiro
Illustrator: Bruna Guerreiro
Creative Advisor: Tura
“The art of frightening.”
Advertising Agency: Jung von Matt Spree, Berlin, Germany
Creative Directors: Perter Gocht, Christian Kroll
Art Director: Ingo Otte
Copywriter: Liliane Huebner
Photographer: Oliver Rheindorf
Art Buying: Marjorie Jorrot
Published: April 2009
Advertising Agency: 1861 United, Milan, Italy
Executive Creative Directors: Pino Rozzi, Roberto Battaglia
Creative Directors: Francesco Poletti, Serena Di Bruno
Copywriter: Francesco Poletti
Art Director: Serena Di Bruno
Photographer: Joan Garrigosa
Advertising Agency: JWT, Milan, Italy
Executive Creative Director: Pietro Maestri
Art Directors: Cristiana Boccassini, Flavio Mainoli
Copywriters: Bruno Bertelli, Paolo Cesano
Illustrator: Manlio Truscia
“Red is fire. It is the temperament that smoulders in wild eyes. Colours made powerful – with colour management software from basICColor. basICColor. Powerful colour.”
Advertising Agency: Jung von Matt/Elbe GmbH, Hamburg, Germany
Creative Directors: Andreas Ottensmeier, Harald Gasper, Sascha Hanke
Art Director: Roman Mitterer
Copywriters: Dirk Winkler, Christine Graf
Published: June 2009
Advertising Agency: Jung von Matt, Hamburg, Germany
Executive Creative Directors: Wolfgang Schneider, Mathias Stiller
Creative Directors: David Mously, Jan Harbeck
Copywriter: Nicolas Linde
Account Supervisors: Frank Lotze, Ilan Schaefer, Ina Neumann, Melanie Ebensperger, Simone Buchcik
Art Buyer: Marjorie Jorrot
Art Director: Duc Nguyen
Photographer: Dirk Heinrich
Agency Producer: S. Hannemann
Media Agency: Wall Ag
Final Artwork: C. Von Bartkowski
Advertising Agency: Ogilvy & Mather, Bangkok, Thailand
Executive Creative Director: Wisit Lumsiricharoenchoke/Nopadol Srikieatikajohn
Art Director: Wisit L./Nopadol S./Gumpon Laksanajinda/Watchara Tansrikeat/Kornthon Anantananukun/Yod Kosol
Copywriter: Yod Kosol
Account Manager: Peerajet Sringean
Account Supervisor: Siratha Suksawang
Illustrator: Anuchai Secharunputong; Remix Studio
Photographer: Anuchai Secharunputong; Remix Studio
Agency Producer : Paiboon Suwansangroj
Image Composer : Anuchai Secharunputong; Remix Studio
Advertising Agency: Y&R, Bangkok, Thailand
Executive Creative Director: Marcus Rebeschini
Creative Director: Phayungsak Jaruphun
Copywriter: Sittichai Okkararojkij
Advertiser’s Supervisor: Ratanawadee Lertviriyavanich ( Account Director)
Planner: Patcharin Tanchaiekkul
Account Manager: Kanang Wichitsakonkit
Account Supervisor: Tida Vibulvanich ( Managing Partner )
Art Director: Kittisak Poonnotok
Illustrator: Marcus Thyer (retoucher)/Cave (retouch Company)
Photographer: Boonsunh Chalard/Nat Sakhonbut
Agency Producer: Amornmarn Rattanarakpinyo
Production House: Sunhouse Studio
Advertising Agency: Scholz & Friends, Berlin, Germany
Chief Creative Officer: Martin Pross
Creative Director: Matthias Spaetgens/Michael Winterhagen
Copywriter: Stephan Schaefer
Advertiser’s Supervisor: Martin Lessenthin
Account Manager: Joris Jonker
Art Buyer: Kirsten Rendtel
Art Director: Marc Ebenwaldner
Photographer: Hans Starck
Graphic: Dominika Dobrzalski/Heidrun Kleingries/Lisa-Marie Schroeder
Postproduction: Appel Grafik
Advertising Agency: Publicis Brasil Comunicação, São Paulo, Brazil
Chief Creative Officer: Hugo Rodrigues
Executive Creative Director: Hugo Rodrigues
Creative Director: Hugo Rodrigues/Tony Goes
Copywriter: Rodrigo Strozenberg
Advertiser’s Supervisor: Andres Lefebvre
Account Manager: Karin Kimura
Account Supervisor: Karin Kimura
Art Buyer: Selma Momosse
Art Director: Fabio Onofre
Illustrator: Gelmi
Photographer: Pedro Dimitrow/Gelmi
The first news channel available live on iPhone.
Advertising Agency: Marcel, Paris, France
Chief Creative Officers: Frederic Temin, Anne De Maupeou
Copywriter: Eric Jannon
Advertiser’s Supervisor: Nathalie Lenfant
Account Manager: Anne Guillaume
Account Supervisor: Frederic Témin
Art Buyer: Jean-Eric Le Coniac
Art Directors: Dimitri Guerassimov, Romain Galli
Photographer: Owen Franken/Corbis
Advertising Agency: Lowe, Kuala Lumpur, Malaysia
Executive Creative Director: Ng Heok Seong
Creative Director: Ng Heok Seong
Copywriter: Mohan Prabhakar
Advertiser’s Supervisor: Yeong Tze Kuen
Account Supervisor: Ong Bee Lin/Nicole Wong
Producer: Eddie Lee
Art Director: Joseph Lee
Illustrator: Desmond Phang
Photographer: Hoch/Studio Pashe
“Instant hold.”
Advertising Agency: DDB Germany, Düsseldorf, Germany
Creative Directors: Alexander Reiss, Oliver Kapusta
Art Director: Markus Rittenbruch
Copywriter: Shahir Sirry
Photographer: Christian Stoll
Advertising Agency: DDB China Group Shanghai, China
Chief Creative Officer: Michael Dee
Creative Director: Jody Xiong
Art Directors: Jody Xiong, Jacky Xiao
Copywriter: Jason Jin
Photographer: Zhang Xin Hua
Fundraising to support the war victims of Georgia
Advertising Agency: Ogilvy, Stockholm, Sweden
Creative Director: Björn Ståhl
Copywriters: Björn Persson, Mikael Ström
Account Manager: Carmen Recarey
Account Supervisor: Kristiina Müllersdorf
Art Director: Attila Kiraly
Advertising Agency: The Allotment, United Kingdom
Creative Director: Giles Mosley
Advertising Agency: LOWE INDONESIA Jakarta, INDONESIA
Executive Creative Director: Din Sumedi
Creative Director: Firman Halim
Copywriter: Anton Jaya
Advertiser’s Supervisor: Lusi Suwito/Eka Sugiarto
Planner: Krismalina Sinaga
Account Supervisor: Eby Karsono/Irma Jeanette
Art Director: Andruya Andrus
Illustrator: Evan (magic Cube)
Photographer: Jeremy Wong (nemesis Picture
Advertising Agency: DDB Brasil, São Paulo, Brazil
Creative Directors: Júlio Andery, Rodolfo Sampaio, Sergio Valente
Art Director: Benjamin Yung Jr
Copywriter: Arício Fortes
In today’s society, our animal instincts are smothered by daily modern life, city-living and constant technological developments. Man is an animal, but he no longer knows it. ‘We Are Animals’ developed by FFL Paris (Fred & Farid) for Wrangler, is more than a campaign signature. It is a statement of truth and long-term value for the brand that will be taken up for use by all countries. It is a reflection of the new vision of the Wrangler brand, repositioning itself through instinct and emotion. Each campaign will run across Europe, and will develop, substantiate and deepen this statement, reminding us that we are, before all else, animals.
Advertising Agency: FRED & FARID, Paris, France
Executive Creative Director: Fred & Farid
Advertiser’s Supervisor: Giorgio Presca
Art Directors: Juliette Lavoix/Pauline De Montferrand
Photographer: Ryan Mcginley
Advertising Agency: BETC Euro RSCG, Paris, France
Creative Directors: Rémi Babinet, Florence Bellisson
Art Director: Cyril Arandel
Copywriter: Véronique de Surmont
Producer: Florence Douaud
Account Manager: Muriel Fagnoni, Valérie Albou, Christel Aquilon, Audrey Fraboulet
Photographer: Benni Valsson
Art Buyer: Isabelle Mocq
Advertising Manager: Philippe Berlan, Claude Hérail, Gaëlle Licoys, Virginie Boudet
Advertising Agency: ARMANDO TESTA Turin, ITALY
Media Agency: MAXUS Milan, ITALY
Maurizio Sala Armando Testa Creative Director
Marco Faccio Testawebedv Creative Director
Nicola Lampugnani Armando Testa Copywriter
Francesco Milanesio Testawebedv Copywriter
Francesco Guerrera Armando Testa Art Director
Alessandro Pierobon Armando Testa Client Director
Ilaria Dogliotti Testawebedv Account Supervisor
Ilaria Radice Armando Testa Account
Loredana Ambrogi Armando Testa Account Supervisor
Results and Effectiveness:
People soon became fond of the story. In 10 days it has been recorded: 50,000 mails. 151,841 visitors to the Baci Perugina site. 26,678 contacts on YouTube. 5,400,000 impressions on MSN. Sales + 11% in an a-8 market. Giovanni’s story was spontaneously talked about on TG1, the most important national TV news.
Creative Execution:
The campaign was planned on different media: viral videos, the community engagement through YouTube, Facebook and the Perugina community, an interactive outdoor and a local event.
Insights, Strategy and the Idea:
Baci Perugina is one of the most important brands of chocolate in Italy, belonging to the Nestlè Group. To capitalise on Baci Perugina’s awareness during the period around Valentine’s Day, it was decided to make an integrated campaign able to get people talking using the only language that has always distinguished Baci Perugina: love. The idea was an impossible love story born online between the shy Giovanni and his beautiful neighbour Gaia. The plot: Gaia says to Giovanni that if 50,000 people would ask her to kiss him, she will do. So Giovanni makes a video, loads it on YouTube and opens a group on Facebook asking for help. Baci Perugina doesn’t come into the scene from the beginning, but it figures as an “independent supporter” of Giovanni’s initiative. At the end 50,000 mails arrive and Gaia has to kiss Giovanni. 8 videos show the big moments of the story.
