Lápiz created an interactive radio spot for P&G’s Clearblue pregnancy test product, which allows women – those who are eager to become pregnant and those who are not yet prepared to be mothers – the chance to hear their own point of view about pregnancy. It’s not easy to sell a product with such a dual nature; because women have mixed emotions about pregnancy. While some women are looking to become mothers, others aren’t yet prepared. With that in mind, Lápiz designed a radio spot that relates to both types of feelings, simultaneously. On the radio you hear two stories: through the right speaker you hear a woman who wants to get pregnant and through the left speaker you hear one who doesn’t. Based on your current mindset – yearning for pregnancy/not ready – you turn the speaker in your car to only play audio out of the right or left speaker, hearing the message that’s relevant to you. The intuitive campaign allows women to choose their own story, while communicating the benefits of using Clearblue.
Advertising Agency: Lápiz, USA Chief Creative Officer: Laurence Klinger Creative Directors: Maria Bernal, Pablo Ferrari Art Director: Jorge Pomareda Copywriter: Carlos Bretel Art Director: Gaston Soto Copywriter: Omar Sotomayor Account Director: Elizabeth Papasakelariou Senior Account Executive: Lucille Gratacos Agency Producer: Ximena Aguirre Planning: Ana Maria Matta Sound Studio: Earhole Studios Sound Engineer: Beto Santoyo
Advertising Agency: Draft FCB, Johannesburg, South Africa Chief Creative Officer: Brett Morris Executive Creative Director: Gareth Paul Creative Director: Gareth Paul Art Director: Brad Stapleton Copywriter: Melusi Mhlungu Copywriter: Lawrence Katz Photographer: Michael Meyersfeld Illustrator: Ministry of Illusion
The time difference with Europe is no longer going to be a problem for the US fans of the UEFA Champions League. Heineken, along with the Vidal Partnership, has created Keep it Legendary; a set of tools that will help fans enjoy the best soccer in the world the way it’s meant to be: After work, with friends, and with beer.
Advertising Agency: The Vidal Partnership, USA Chief Creative Officer: Gustavo Lauría Executive Creative Director: Javier Fuentes Creative Director: Álvaro Ramos Associate Creative Directors: Carmelo Rodríguez, Willy Fernández-Lomana Art Directors: Carmelo Rodríguez, Randy Díaz Copywriters: Borja Eizmendi, Willy Fernández-Lomana Account Director: Farah Burke Planning Directors: Marco Vega, Jaime Dávila Digital Producer: Alberto Ferrer Director Digital: Brian Anderson
The skylines of large cities symbolize progress, growth and urban living. But increasing urbanization comes at a price. Every year more than 130,000 square kilometres of forest worldwide fall victim to it – with dramatic consequences for nature and the environment.
“Urbanization is destroying nature. Stop deforestation!”
Advertising Agency: Leo Burnett, Frankfurt, Germany Creative Director: Hans-Juergen Kaemmerer Art Directors: Hans-Juergen Kaemmerer, Markus Georg, Claudia Boeckler Copywriters: Benjamin Merkel, John Wilson, Hans-Juergen Kaemmerer Photographer: Markus Georg
People care about what’s happening in the world. But we rarely show it and it’s hard to know which organization that works for the issues you care about. Greenpeace Mode helps people to spread their personal message at the same time as you get to focus during meetings or school. All while spreading the issues Greenpeace works for. Advertising Agency: Berghs School Of Communication, Stockholm, Sweden Art Directors: Andreas Ekelund, Max Alm Copywriter: Viktor Jacobsson
Advertising Agency: McCann Erickson Portugal, Lisbon, Portugal Creative Director: José Marques Art Director: Tiago Pinto Copywriter: Pedro Dias Account Director: Sónia Correia Print Producer: Rui da Paz
PUMA strengthened its motorsport presence when the brand joined forces with formula one giant Mercedes AMG. Mercedes’ precision racing, paired with PUMA’s stylish eye, was a match made for the track. The decision to use racing legends Michael Schumacher and Nico Rosberg as ambassadors of the new relationship, showed the world that PUMA was indeed the new pit crew of style for Mercedes AMG.
Advertising Agency: PUMA Internal Creative Agency Art Director: Jason Woz Copywriter: Jenni Williamson Photographers: David Stuart, Mark Teo Retoucher: Scott Dorman / Smalldog Imageworks
Advertising Agency: ABJ Genius, Seoul, Republic of Korea Creative Director: NOH Da Hye Art Directors: SON So Hyun, SON Sang MIn Copywriter: Jung Kyu (RHYS)LIM Planner: Jung Kyu (RHYS)LIM Illustrator: SON So Hyun
Advertising Agency: ABJ Genius, Seoul, Republic of Korea Creative Director: NOH Da Hye Art Directors: SON So Hyun, SON Sang MIn Copywriter: Jung Kyu (RHYS)LIM Planner: Jung Kyu (RHYS)LIM Illustrator: SON So Hyun Photographer: SON Sang Min
Create excitement for LEGO Star Wars around the premiere of Star Wars Episode 1 in 3D.
We also brought LEGO to a new dimension: By turning LEGO into music – with a gigantic street organ consisting of 20,000 LEGO Star Wars bricks. These were arranged in such a way that they played the Star Wars theme tune when the crank was turned – while at the same time showcasing the sets we wanted to promote, integrated into four fascinating Star Wars worlds (Hoth, Tatooine, Endor and the Death Star).
Around the time of the premiere, the organ was displayed in cinemas and at special events all over Germany. Fans could play it themselves and order the sets built on the organ via a QR-Code and a microsite.
Advertising Agency: Serviceplan, Munich, Germany
Chief Creative Officer: Alex Schill
Executive Creative Director: Matthias Harbeck
Creative Director: Oliver Palmer, Alexander Rehm
Art Director: Andreas Balog, Marijo Sanje
Graphic Design: Anna Tracy Wodera
Copywriter: Nicolas Becker, Lorenz Langgartner
The incredibly fuel-efficient CR-V gets 100km of driving per 7.8L. This was demonstrated with 1:32 scale models running continuously on grocery store conveyor belts. Each car was mounted on the side of a grocery belt so that its wheels turned as the conveyor belt moved forward. On the divider bars, people would read the pay-off message, “With exceptional fuel economy, the CR-V keeps going.”
Advertising Agency: Dare, Vancouver, Canada
Creative Director: Rob Sweetman, Bryan Collins
Art Director: Addie Gillespie, Mia Thomsett
Copywriter: Addie Gillespie, Mia Thomsett
Videographer: Clinton Hussey
Account Services: Suzanne Carrier
Print Production: We The Collective Design Inc.
Producer: Jeremy Burrows
Roller Coaster is a commercial in which Tang invites to create new blends of flavors, in a very innovative way: children choose two of the six new flavors of TangRemix and the roller coaster’s movements help to create the flavor selected. Once the game has finished, everyone has its own Tang Remix, out of 15 possible combinations.
Advertising Agency: Ogilvy, Buenos Aires, Argentina
General Creative Directors: Maximiliano Maddalena / Javier Mentasti
Head of Art: Diego Grandi
Account Manager: Guadalupe Acuña
Account Supervisor: Alan Ehrenhaus
Account Executive: Tamara Levi
Head of Production: Valeria Pinto
Producer: Alejandro Travaglini
Production Company: Rebolución
Director: Nicolás Nubile
Post Production: Luis Staffolani
Music: Orange House
Responsible for the client: Federico Andino, Andrés Guaragna
Advertising Agency: DDB, Mexico Chief Creative Officers: Walter Aregger, Hernán Ibarra Creative Director: Pablo Maldonado, Hache Copywriter: Pablo Maldonado Art Director: Hache Production Manager: Marcelo Genel Photographer: Juan Salvarredy Other: Quintaro Maki Account Executive: Matías del Campo
Advertising Agency: Dare, USA Creative Directors: Rob Sweetman, Bryan Collins Art Directors: Addie Gillespie, Mia Thomsett Copywriter: Addie Gillespie, Mia Thomsett Photographer: Clinton Hussey Account Services: Suzanne Carrier / Elvis Communications Print Production: We The Collective Design Inc. Producer: Jeremy Burrows