FedEx Express: Trumpet, Vase
Advertising Agency: DDB Brasil, São Paulo, Brazil
Creative Directors: Júlio Andery, Rodolfo Sampaio, Sergio Valente
Art Director: Benjamin Yung Jr
Copywriter: Arício Fortes
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Archive for June, 2009
Wrangler: We are animals
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
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Petit Bateau: Andrew / Françoise, Jazzmine / Lola, Eddie / Van, Chiara / Ben, Chantal / Robert, Andrew / Lola, Joséphine / Chantal, Ilona / Olivia
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
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Baci Perugina Chocolate: From Giovanni To DonGiovanni
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.
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NIKE: PAPER BATTLEFIELD
Advertising Agency: McCANN WORLDGROUP Causeway Bay, HONG KONG
Executive Creative Director: Spencer Wong
Creative Director: Nick Lim/Terry Tsang/Chris Fong
Copywriter: Terry Tsang/Wong Wai
Account Manager: Yen Lee/Penelope Yau/Calton Chu
Art Director: Cherry Yiu/Nicky Sun
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LANCIA DELTA: AUTOPARKING SYSTEM
Advertising Agency: MARCEL PARIS, FRANCE
Chief Creative Officer: Frederic Temin/Anne De Maupeou
Copywriter: Eric Jannon
Advertiser’s Supervisor: Olivier François/Arnaud Belloni/Maurizio Spagnulo
Account Supervisor: Frederic Témin
Art Buyer: Jean-Eric Le Coniac
Art Director: Dimitri Guerassimov
Photographer: Ebo Fraterman
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SOL BEER: ROLLER BLADER, GANGSTER, HOCKEY PLAYER
Advertising Agency: SAATCHI & SAATCHI NZ Auckland, NEW ZEALAND
Executive Creative Director: Mike O’Sullivan
Creative Director: Luke Chess
Copywriter: Slade Gill/Dave Govier/Paul Coghlan
Advertiser’s Supervisor: Clare Morgan
Planner: David Mcindoe
Account Manager: Saya Tran/Daniel Thorn: Account Director
Account Supervisor: Mark Cochrane
Producer: Jane Mill
Art Director: Stephen De Wolf/Levi Slavin
Photographer: Stephen Langdon
Other Credits: Production Company: Reload. Production Co Producer: Catherine Maccormick. Design: Nick Smith
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RODNEY DISTRICT COUNCIL: HAUNTING GIRL
Advertising Agency: COLENSO BBDO Auckland, NEW ZEALAND
Executive Creative Director: Nick Worthington
Copywriter: Kimberley Ragan/Rebecca Johnson-Pond
Account Manager: Janelle Van Wonderen
Account Supervisor: Scott Coldham, Janelle Van Wonderen
Producer: Paul Courtney
Art Director: Rebecca Johnson-Pond/Kimberley Ragan
Photographer: Mat Baker
Dop/Photographer: Phil Newman/Gemma Heyes; Editor: Aliesha Staples
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FIAT: Panda, Penguins, Walrus
Advertising Agency: MARCEL PARIS, FRANCE
Chief Creative Officer: Frederic Temin/Anne De Maupeou
Copywriter: Eric Jannon
Advertiser’s Supervisor: Olivier François/Arnaud Belloni/Maurizio Spagnulo
Account Supervisor: Frederic Témin
Art Buyer: Jean-Eric Le Coniac
Art Director: Dimitri Guerassimov
Photographer: Ebo Fraterman/Roman Schwienbacher
Other Credits: Digital Artwork: Le Moulin De Docs
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GLOBAL COALITION FOR PEACE: MISSILES
Advertising Agency: BIG ANT INTERNATIONAL New York, USA
Creative Director: Alfred Sewon Park
Copywriter: William Tran/Francisco Hui
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IKEA Storage Solutions: Toybeast, Clothesbeast, Bookbeast
Advertising Agency: DDB GERMANY DÜSSELDORF, GERMANY
Chief Creative Officer: Amir Kassaei
Executive Creative Director: Eric Schoeffler
Creative Director: Alexander Reiss/Oliver Kapusta
Copywriter: Dan Strasser
Account Supervisor: Stephen Kimpel
Art Buyer: Anette Gruetter
Art Director: Dan Strasser/Danilo Farah
Photographer: Hans Stark
Other Credits: Postproduction: The Orange Apple
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HUAWEI WATERPROOF MOBILE: COFFEE
Advertising Agency: GUANGZHOU NEWSUN/JWT ADVERTISING Guangzhou, CHINA
Executive Creative Director: Stephen Mui
Creative Director: Dai Guo/Zhihui Tan
Copywriter: Dai Guo
Art Director: Zhihui Tan
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Tourism Queensland: Best Job In The World
Advertising Agency: CUMMINSNITRO Brisbane, AUSTRALIA
Merrin Mccormick CumminsNitro Copywriter
Ralph Barnett CumminsNitro Art Director
Cristian Staal CumminsNitro Art Director
Darren Mccoll CumminsNitro National Strategy/Planning Director
Anne-Maree Wilson CumminsNitro Account Director
Edwina Gilmour CumminsNitro Account Director
Nancy Hartley CumminsNitro Creative Director
James Burchill CumminsNitro Creative Director
Jason Kibsgaard CumminsNitro Senior Digital Producer
Adam Ford CumminsNitro Account Director
Matt Farrugia CumminsNitro Senior Digital Producer
Horia Traian CumminsNitro Head Of Technology
Glen Peterson CumminsNitro Senior Developers
Anton Ward CumminsNitro Senior Developers
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Hariri Foundation: Khede Kasra
Advertising Agency: LEO BURNETT BEIRUT, LEBANON
Bechara Mouzannar Leo Burnett Beirut Regional Executive Creative Director
Chermine Assadian Leo Burnett Beirut Creative Director
Tania Saleh Leo Burnett Beirut Art Director
Nayla Baaklini Leo Burnett Beirut Art Director
Reem Kotob Leo Burnett Beirut Art Director
Roula Asmar Leo Burnett Beirut Art Director/Designer
Yasmina Baz Leo Burnett Beirut Art Director
Rana Najjar Leo Burnett Beirut Copywriter
Rana Khoury Leo Burnett Beirut Copywriter
Nada Abi Saleh Leo Burnett Beirut Deupty Md
Dima Kfouri Leo Burnett Beirut Account Executive
Ghada Oueidat The Post Office Director
Ahmad Awad The Post Office Music
Marwan Ziadeh The Post Office Editor
Farah Fayed The Post Office Editor
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HAAGEN-DAZS: HONEY, LET’S LICK THE PROBLEM
Advertising Agency: KETCHUM San Francisco, USA
2nd PR/Advertising Agency: GOODBY SILVERSTEIN & PARTNERS San Francisco, USA
Ching-Yee Hu The Häagen-Dazs Brand Brand Manager
Crystal Hubbard The Häagen-Dazs Brand Communications Coordinator
Diane McIntyre The Häagen-Dazs Brand Senior Public Relations Manager
Dori Sera Bailey The Häagen-Dazs Brand Director, Consumer Communications
Josh Gellert The Häagen-Dazs Brand Brand Manager
Katty Pien The Häagen-Dazs Brand Brand Director
Kerry Hopkins The Häagen-Dazs Brand Brand Manager
Tonya Iles The Häagen-Dazs Brand Manager Interactive
Allyson Savage Ketchum Vice President, Group Manager
Anna Tiedeman Irwin Ketchum Account Supervisor
Daniel Acker Ketchum Interactive Specialist
Dave Chapman Ketchum Partner/Director, Ketchum West
Erica Saviano Ketchum Senior Media Specialist
Jean Ziliani Ketchum Vice President, Senior Media Specialist
Jen Parsons Ketchum Media Specialist
Jon Bellinger Ketchum Senior Account Executive/Interactive Strategist
Margo Schneider Ketchum Vice President, Senior Media Specialist
Matt Stearns Ketchum Vice President, Media Strategist
Nick Ragone Ketchum Associate Director
Rita Gorenberg Ketchum Account Executive
Sara Kerns Ketchum Senior Account Executive
Andrew Bancroft Goodby, Silverstein & Partners Copywriter
Asya Soloian Goodby, Silverstein & Partners Creative Coordinator
Brooks Jackson Goodby, Silverstein & Partners Copywriter
Christine Chen Goodby, Silverstein & Partners Deputy Director of Communication Strategy
Corinne Wolford Goodby, Silverstein & Partners Senior Communication Strategist
Cris Logan Goodby, Silverstein & Partners Designer
Dharnesh Kaur Goodby, Silverstein & Partners Communication Strategist
Erin Fromherz Goodby, Silverstein & Partners Account Manager
Hilary Coate Goodby, Silverstein & Partners Senior Broadcast Producer
James Horner Goodby, Silverstein & Partners Executive Broadcast Producer
Jenny Taich Goodby, Silverstein & Partners Senior Print Producer
Jim Elliot Goodby, Silverstein & Partners Group Creative Director
John Thorpe Goodby, Silverstein & Partners Director of Brand Strategy, Associate Partner
Joshua Spanier Goodby, Silverstein & Partners Director of Communication Strategy
Kelsie Van Deman Goodby, Silverstein & Partners Interactive Producer
Leslie Barrett Goodby, Silverstein & Partners Group Account Director
Margaret Johnson Goodby, Silverstein & Partners Art Director
Matt Rivitz Goodby, Silverstein & Partners Copywriter
Mike Geiger Goodby, Silverstein & Partners Director of Interactive Production
Rebecca Stambanis Goodby, Silverstein & Partners Co-Deputy Head of Brand Strategy
Stephanie Charlebois Goodby, Silverstein & Partners Communication Strategist
Tanner Shea Goodby, Silverstein & Partners Art Director
Tyler Magnusson Goodby, Silverstein & Partners Art Director
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CAMARA DE COMERCIO DE COSTA RICA/ASOCIACION DE FAMILIARES VICTIMAS DE HOMICIDIO: BRING BACK PEACE
Advertising Agency: DDB COSTA RICA, San José, COSTA RICA
Creative Credits
Name Company Position
Manuel Travisany Ddb General Creative Director
Carlos Redondo Ddb Art Director
Jose Manuel Chacon Ddb Copywriter
Ariel Arburola Ddb Designer
Esteban Mcclean Ddb Copywriter
David Tencio Omd Media Planning
Aixa Saborio Porter Novelli Public Relations
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Adobe CS4: DTP Job Vacancy
Brief: To get the most talented DTPer (studio designer) in a highly competitive market where it’s hard to stand out among all the job vacancy ads in this sector. To execute the idea for the same price as a normal ad, but then with a lot of free publicity.
Creative Execution: This creative execution was relevant because DTPers were waiting for the authentic ADOBE CS4 software which was about to be launched. DTPers are working with this software, and therefore this Trojan horse attracted their attention immediately. The design had to look as real as possible. The Box had to look real, but at a second glance it would make you smile. Also the special made programme had to make the DTPer smile.
Creative solution: Infiltrate in companies by delivering a box to the desk of targeted DTPers. The box looked like the new ADOBE CS4 software, but it was a Trojan horse called ABODE CS4, meaning Ad for most Brilliant and Outstanding DTPer Ever. A special courier delivered the packages. Each package contained a DVD and guidebook. The DVD describes the Marketing Agency 2008 and the current vacancy. It includes a software programme we designed so that people could create their own personal letter of application. With one click they could send this letter to 2008. We also designed a special website www.abodecs4.com.
Results: The response of this campaign was overwhelming. We delivered 70 boxes, but received over a 100 applications. The news of our action was spreading everywhere, from our own website www.abodecs4.com to blogs, advertising magazines, computer magazines and even job magazines. We did 20 job interviews and finally we got the guy who was perfect for the job. The box became a product that every DTPer wanted to have. The costs were less than a 1/2 traditional ad in a trade paper (5000 Euro). We got our DTPer and a lot of free publicity for the new company.
Advertising Agency: 2009, Amsterdam
Creative Director Art: Mischa Schreuder
Creative Director Copy: Ramon Stalenhoef
Art Director: Liat Azulay
Copywriter: Jeroen De Korte
Designer: Harm-Jan Van Der Mark, Donnie De Meijer
Technology Director: Remko Postuma
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Yubari Resort: City campaign
With a debt of $353 million, Yubari City in Hokkaido, Japan, went bankrupt in 2007. Our challenge was to promote Yubari, reenergize its citizens, and help erase the debt burden. Our PR strategy focused on the fact that Yubari boasted the lowest divorce rate in the whole of Japan and as such we created the idea, ‘Yubari, no money but love.’ In expanding this idea we created a couple of loveable, yet slightly ironic characters called ‘Yubari Fusai’. “Fusai” means both “debt” and “married couple” in Japanese. Then we collaborated with the City Government to create a series of schemes positioning the city as a destination for happy couples – one of the many promotional schemes we initiated was the formation of Department of Happily Married Couples issued official Happily Married Certificates. Important to our strategy was the need to be upbeat and positive, protecting the sensitivities of the local residents, ensuring that our efforts didn’t demean them in any way. The idea of “no money but love” was an honest, yet endearing articulation of the situation they faced. Added to which, and in a country obsessed by cute characters such as Hello Kitty, the Yubari Fusai icon, proved to be a potent vehicle in generating WOM, print and broadcast PR.
Advertising Agency: Beacon Communication, Japan
Creative Director: Masato Mitsudera
Art Director: Naoki Nishimura
Account Management: Go Suzuki, Hideki Soraoka, Tomoko Shigetome
PR: Mika Archer
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