Advertising Agency: Publicis, Brazil Chief Creative Officer: Hugo Rodrigues Executive Creative Director: Hugo Rodrigues Creative Director: Hugo Rodrigues/Kevin Zung Art Director: Antonio Correa Copywriter: Luis Felipe Figueiredo Advertiser’s Supervisor: Stefania Granito Account Supervisor: Elaine Elias Producer: Rita Vilarim/Emerson Russo/Thiago Loureiro Photographer: Thiago Antonovas Other Credits: Production Company: Casa Da Mãe Joana/Video Director: Diogo Ekizian
Brief Explanation: This important and unsettling film was developed to question the ambiguities around the issue of consent and ask the viewer “Where is your line?”. The objective of the film was to raise awareness of The Havens, a London based Crisis Centre that helps rape and sexual assault victims, and to foster debate amongst young people about what constitutes rape. The film follows a survey commissioned by The Havens, which revealed that almost half of men aged between 18-25 do not think it’s rape if the person changes their mind during sex and that over 5% of young men reported that if they thought the woman was drunk that they would try and have sex with her even if she said no. The film shows a young girl and boy meeting at a party. As the young girl gets steadily more drunk, the film works by inviting the viewer to click when they feel that the line has been crossed by the young man. Once the viewer clicks on the film, a line is drawn for them and statistics from the survey are revealed. The statistics used relate directly to the images being shown – i.e. kissing, touching, being drunk, pushing away, crying etc. The viewer is then invited to continue watching the film to its conclusion. If the viewer watches the film to the end without clicking on the screen, the titles reveal that they have in fact ‘crossed the line’ and that ‘if there’s no consent, it’s rape’. The interactive element was therefore a way of handling the dilemma over to the viewer. For the limited budget available to The Havens, it was decided that YouTube would be the best platform through which the target market of 18-25 year olds could be reached. The launch was also supported on Facebook and Twitter. Without any funding for seeding, to date it has received 160,000 hits online. It is also being supplied as a DVD package to London schools as part of a Havens outreach programme.
Advertising Agency: Youth Club, London, United Kingdom
Creative Director: Steve Cook
Art Director: Sara Dunlop
Copywriter: Sara Dunlop
Production Company: Rattling Stick
Director: Sara Dunlop
Producer: Stuart Bentham
Editor: Bill Smedley
Animation: Darren Groucutt
Advertising Agency: The Red Brick Road, London, United Kingdom
Chief Creative Officer: Paul Weinberger
Creative Director: Justin Tindall
Art Director: Pete Heyes
Copywriter: Matt Lee
Agency Producer: Charles Crisp
Advertiser’s Supervisor: Paul Bartlett
Planner: Paul Hackett
Account Supervisor: Oilver Clark
Production Company: Stink
2nd Production Company: Cherokee Films
Director: Ivan Zacharias
Producer: Nick Landon
Editor: Filip Malasek
Sound Design: Jungle
Music: Mark Campbell, Robert Taggart
Cameraman: Jan Velicky
Post Production: The Mill
Advertising Agency: John St, Toronto, Canada
Creative Director: Stephen Jurisic, Angus Tucker, Chris Hirsch
Art Director: Andrew Livingston
Copywriter: Simon Bruyn
Agency Producer: Michelle Orlando
Production Company: Sons and Daughters, Toronto, Canada
Director: Andrew Livingston, Simon Bruyn
Producer: Dan Ford
Editor: Chris Murphy
Advertising Agency: BBDO, Toronto, Canada
Executive Creative Director: Peter Ignazi, Carlos Moreno
Art Director: Mike Donaghey
Copywriter: Chris Joakim
Agency Producer: Christie Gawenda
Advertiser’s Supervisor: Susan Hayes
Account Manager: Martina Ivsak
Account Supervisor: Eva Moskovitz, Melissa Kohn
Production Company: OPC
2nd Production Company: Proximity
Director: Tim Godsall
Producer: Rick Jarjoura
Editor: Griff Henderson
Sound Design/Arrangement: Grayson Mathews
Online Sfx: Dashing Collective
Colour: Wade Odlum
Advertising Agency: Ogilvy, Beijing , China
Execuive Creative Director: Doug Schiff
Creative Director: Gina Sim
Art Director: Robin Hu
Copywriter: Sam Sun
Account Team: Wendy Zhang, Michael Meng, Echo Kong, Tracy Chen
Brief Explanation:
We created graphic posters that separated every layer of a particular food to show how the freezer freezes its every part almost individually. The style used is simple and inspired by information graphics.
Describe the brief from the client:
To promote the Multi Airflow system in Electrolux freezers that preserves and freezes food perfectly.
Description of how you arrived at the final design:
We created graphic posters that separated every layer of a particular food to show how the freezer freezes its every part almost individually. The style used is simple and inspired by information graphics.
Indication of how successful the outcome was in the market:
The Multi Airflow system was a runaway success during the summer months when this activity was conducted. Electrolux registered a 45% increase in enquiries and increased their share of the freezer market by a factor of 3. In fact, this campaign is set to be released by Electrolux in other countries to promote sales of deep freezers.
Advertising Agency: Mudra Communications, Mumbai , India
Chief Creative Officer: Bobby Pawar
Executive Creative Director: Nirmal Pulickal
Creative Director: Raylin Valles
Art Director/Designer: Raylin Valles
Designer: Latheesh Lakshman
Designer: Hari Singh
Copywriter: Raylin Valles
Brief Explanation:
The 3 different types of parmesan cheese needed packaging, which is easy to handle at meals and also lists portioning suggestions as a bonus. With the built-in grating function you can sprinkle delicious, appetizing flakes of parmesan cheese on your meal.
Describe the brief from the client:
Develop packaging for a trio of selected parmesan cheeses including a grater shaped like a pencil sharpener – an addition to the ‘The Deli Garage’ range, a food label that supports small manufacturers of delicacies with lovely packaging ideas.
Description of how you arrived at the final design:
The cheeses are shaped like oversized pencils, where the “leads” contain three different flavours: truffles, pesto and chilli. With the sharpener included, the required amount of cheese can be sprinkled on the dish. A scale on the pencils and on the back of the packaging doesn’t just simply list how much of the Cheese Pencil is needed for each dish, but even how many calories the portion contains.
Indication of how successful the outcome was in the market:
The limited first edition of 500 was sold out 2 weeks after the launch.
Advertising Agency: Kolle Rebbe, Germany
Creative Direction: Katrin Oeding
Art Direction: Reginald Wagner
Copywriter: Thomas Voelker
Account Manager: Marie Steinhoff
Photographer: Ulrike Kirmse
Brief Explanation:
Making clear that a tool specially designed for peeling works better than an ordinary knife.
Describe the brief from the client:
Show how sharp WMF peelers are.
Description of how you arrived at the final design:
Peeling with WMF peelers becomes a piece of art. They cut so precise the headline is artfully build from the skin of fruits or vegetables.
Indication of how successful the outcome was in the market:
Lots of clients came to the WMF stores and asked specifically for WMF peelers.
Advertising Agency: KNSK, Hamburg, Germany
Creative Director: Kay Eichner, Tim Krink, Ulrike Wegert
Art Director: Julian Heidt, Thomas Thiele
Copywriter: Dieter Kolaja
Photographer: Peter Backens
Management Supervisor: Kirsten Kohls
Brief Explanation:
With The Asia Games In Full Swing During 2010, Strict Government Regulations And Non-sponsor Status Meant We Needed A Non-traditional Approach To Make Some Impact. Most Brands Focused On The Athletes, We Chose To Focus On The Kids Of Guangzhou To Deliver An Inspirational Brand Message. Many Local Kids Were No Longer Able To Participate In Sports As Their City And Many Of Its Facilities Were Taken Over By The Games. Our Goal Was To Shine A Spotlight On The Local Kids, Inspire Them To Do More Sport, And Celebrate Their Achievements.
Describe The Brief From The Client:
Running Off The Back Of The 2010 Asia Games, Nike Wanted To Make A Strong Brand Statement To The Youth Of Guangzhou, Connecting Them To The Spirit Of The Brand. The Key Goal Of This Campaign Was To Inspire Guangzhou Kids To Play With Pride On Their Home Turf, Strengthening Their Connection To The Brand Through Sport, Whilst Leveraging The Energy Of The Games.
Description Of How You Arrived At The Final Design:
Guangzhou Athletes Are Quiet But Confident, They Don’t Trash Talk, Or Boast, Instead Expressing Themselves Through Their Game. This Campaign Was About Bringing This Spirit To Life, How Actions Can Speak Louder Than Words. We Visualized Our Kid’s Inner Voice Exploding From Inside Of Them, Triggered By Sport, The Creative Pushing Beyond The Traditional Boundaries Of The Medium, To Heighten Impact. A Key Location We Used Was A Basketball Court, Where We Created A Court Wrap That Extended Out To An Entire Neighboring Apartment Block, Similarly With Subway Executions That Broke Traditional Formats Extending Across Physical Environments.
Indication Of How Successful The Outcome Was In The Market:
The Court Wrap Execution Provoked Immediate Response From Residents And Athletes Alike. What Followed Was A Storm Of Media Attention, Including A 3 Minute News Segment Broadcast On Several TV Stations, In Addition To Stirring Up Thousands Of Views, Posts, Uploads And Comments Across Social Media Channels Including BBS Forums, Microblogs, And Video Channels.
Advertising Agency: Wieden + Kennedy, Shanghai, China
Art Director: Andrew Wilcox
Executive Creative Director: Nick Cohen
Creative Director: Conan Wang
Designer: Howl Lee
Photographer: Thierry Des Fontaine
Copywriter: Thomas Tsang
Art Buyer: James Li
Account Supervisor: Jason Wang
Advertiser’s Supervisor: Sukwan Chae
Account Manager: Gavin Lum
Planner: Dominic Tan
Designer: Howl Lee
Advertising Agency: Del Campo Nazca Saatchi & Saatchi, Buenos Aires, Argentina
Executive Creative Director: Maxi Itzkoff, Mariano Serkin
Creative Director: Diego Medvedocky, Ignacio Ferioli
Art Director: Ignacio Ferioli
Copywriter: Diego Medvedocky
Agency Producer: Adrian Aspani, Ezequiel Ortiz
Advertiser’s Supervisor: Kim Allard, Takashi Ashida
Account Manager: Joseph Baide
Account Supervisor: Reinier Suarez, Ana Bogni
Production Company: Garlic Films
Director: Marcelo Burgos
Producer: Alvaro Gorospe, Irene Nuñez Palma
Sound Design: Sonomedia
Music: Swing Musica
Post Production: Serena
Advertising Agency: Y&R, New York, USA
Executive Creative Director: Kerry Keenan
Creative Director: Guillermo Vega/Graham Lang/Stevie Whittier
Art Director: Michael Schachtner
Copywriter: Julia Neumann
Agency Producer: Mara Milicevic, Jona Goodman
Account Manager: Keith Rhodes, Jennifer Mottershead
Production Company: O Positive Films
Director: David Shane
Producer: Ralph Laucella, Ken Licata, Devon Clark
Editor: Jason Macdonald
Sound Design: Sound Lounge
Executive Director: Lora Schulson, Nathy Aviram
Advertising Agency: Ponce, Buenos Aires, Argentina
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Analia Rios, Ricardo Armentano, Joaquin Cubria
Creative Director: Juan Manuel Montero, Rafael Santamarina
Art Director: Juan Manuel Montero
Copywriter: Rafael Santamarina
Agency Producer: Roberto Carsillo, Brenda Morrison Fell, Javier Hernandez
Advertiser’s Supervisor: Pablo Gazzera, Tomas Marcenaro, Jeronimo Cadenas, Agustin Mestre
Planner: Marina Pen
Account Supervisor: Luciano Landajo, Francisco Odriozola, Nestor Ferreyro
Production Company: Primo
Director: Nico, Martin
Producer: German Lentini
Editor: Pablo Colella
Sound Design: La Casa Post Sound
Music: Swing Musica
Post Production: Pickle
Client Services Director: Vanina Rudaeff
Brief Explanation:
Set deep in the heart of Germany’s Ruhr region, where hardly anyone is interested in classical music, the Dortmund Concert Hall has to offer something pretty unusual to attract new visitors. So we invented a completely new medium to make our classical music ‘tasty’ to people: milk. Since it has been scientifically proven, that classical music has a positive effect on cows’ milk yield, we played music from selected artists of the new season to them. Asa result, the cows produced the very first music worldwide for the taste buds. This special milk was then bottled directly on the farm.
Describe the brief from the client:
The new season at the Dortmund Concert Hall will start soon. We need a campaign that raises huge levels of awareness for our claim: experience music like never before. And of course – we have no money, so make it cheap.
Description of how you arrived at the final design:
The bottles we came up with say ‘milk’ and ‘music’ at the same time and their high class design supports the standards of the Dortmund Concert Hall. On the front a musical note serves as a label, while all information about the specific artist and the milk itself were placed on the back.
Indication of how successful the outcome was in the market:
The media reported on this widely. The Concert Milk was featured in blogs and news around the world. It inspired people who otherwise hardly encounter classical music, increased the subscriptions by 19% and theatre occupancy to 72%.
Advertising Agency: Jung Von Matt, Hamburg , Germany
Executive Creative Director: Sascha Hanke
Creative Director: Tobias Grimm, Jens Pfau, Jo Marie Farwick
Art Direction: Damjan Pita
Copywriter: Henning Robert, Jan-Hendrik Scholz
Graphic Design: Sven Gabriel, Christoph Maeder, Nicolas Schmidt-Fitzner
Account Manager: Dajana Crantz
Account Assistant: Marijke Fisser
Brief Explanation:
To boost the sales of a stylish shoe that’s already a cult product, we created new packaging that made the brand even more desirable in terms of look and functionality.
Describe the brief from the client:
Create a packaging design for Görtz 17’s Converse Collection to engage consumers at the point of sale.
Description of how you arrived at the final design:
The first recyclable shoebox that makes the plastic bag unnecessary. Its minimalist design draws attention to the handles, which can be removed and used as an extra pair of shoelaces. The series consists of five colour-coordinated designs that match perfectly with Görtz 17’s Converse Collection.
Indication of how successful the outcome was in the market:
The shoelace boxes were free of charge if you bought an item of Görtz 17’s Converse Collection. During the campaign, sales increased by 15% and, in the first two weeks alone, 5,000 fewer plastic bags were required.
Advertising Agency: Kempertrautmann, Hamburg , Germany
Creatives: Tim Belser, Heiko Freyland, Christiane Eckhardt, Peter Ruessmann, Alexander Kate
Brief Explanation:
N.C.D.V. is about immediate action. A fast, free emergency service that gets the victim away from the root of the problem – the abuser. Specifically, the hands of the abuser. By hiding the headline within the typographic hands, we wanted to convey a feeling that abuse isn’t something victims need to keep secret. They don’t need to suffer in silence. Our aim was to draw people in, question what they are seeing and then learn that help is out there.
Describe the brief from the client:
With 1 in 4 women suffering domestic violence during their lifetime the client wanted a piece of creative that conveyed a sense of this being a problem that is always suffered in silence, hidden behind closed doors – and that needn’t be the case, offering sufferers an escape, a helping hand. Without resorting to shock tactics, they also wanted us to find a way of conveying a real feel for the physical side of domestic violence, the intolerable pain of it.
Description of how you arrived at the final design:
Domestic abuse lurks beneath the veneer of society – behind closed doors – we wanted to reflect this hidden nature of the problem in the final design. With the abuser’s hands physically being the root of the problem, we concluded they were the perfect vehicle to typographically portray the solution offered by the charity.
Indication of how successful the outcome was in the market:
Driving awareness that help is out there was the key objective, giving them somewhere to turn, letting them know they are not alone. If we helped one victim of domestic violence we would have deemed the communication successful. The helpline received a marked increase in calls.
Advertising Agency: JWT, London, United Kingdom
Executive Creative Director: Russell Ramsey
Copywriter/Art Director/Typographer: Philip Meyler
Copywriter/Art Director/Typographer: Darren Keff
Account Manager: Emily Medhurst
Art Buyer: Sue Clifford
Photographer: Tal Silverman
Brief Explanation:
To Make A Cardboard City Manifesto As A Homage To Ivity´s Client Brands.
Describe The Brief From The Client:
Each Year Ivity Celebrates Its Successes With Their Clients. In Times Of Crisis, Creativity Counts Even More. We Need To Show Our Clients That A Crisis Is Not The End Of The World.
Description Of How You Arrived At The Final Design:
It Took 5,000 M2 Card, 750 Bullets, 70 Box Cutters, 200kg Of Glue, 50 Pistols, Eight Fingers Cuts, 5,400 Hours And An Endless Amount Of Creative Energy To Create The Coca-Cola Square, The Leya Store With More Than 200 Hand-drawn Books, Novopca Cranes, Sata Aircraft, Sonae Clouds, Adega Mayor Wineries, A Portuguese Sidewalk, Tables, Chairs, Lamps, Markers And Even I-pads. It Was Built In The Ivity Empty Room, A World Of Card That Declares The Power Of Ideas Over The Availability Of Resources, That Defies The Crisis With An Army Of Talent, And That Reclaims That The Domain Of Imagination.
Indication Of How Successful The Outcome Was In The Market:
This Life Size Installation Was Created For A Cycle Of Seminars And Early Year Meetings We Have With Our Clients. The Result Was An Overwhelming Reaction Of Awe And Surprise That Worked As A PR Event All Year Long.
Advertising Agency: Ivity Brand Corp, Portugal
Chief Communications Officer: Paulo Rocha
Creative Director: Ricardo Gaspar
Ivity Team: Team
Brief Explanation:
Show The Affected People That (plant-based) Nobilin Has The Power To Aid Digestion.
Describe The Brief From The Client:
Develop A Promotional Product Design For A Special Edition Of Nobilin In Order To Raise Awareness For The Brand.
Description Of How You Arrived At The Final Design:
A Promotional Product Design That Seperates Nobilin From Other Brands At The Point Of Sale.
Indication Of How Successful The Outcome Was In The Market:
Due To Largely Positive Feedback From Both Retail Markets And Consumers, The Promotional Period Of Our Special Edition Was Successfully Extended.
Advertising Agency: BBDO, Germany
Chief Creative Officer: Jan Harbeck, David Mously, Wolfgang Schneider
Art Director: Daniel Schweinzer
Illustrator: Daniel Schweinzer
Copywriter: Lukas Liske
Junior Account Manager: Gülcan Demir
Advertising Agency: Marcel, Paris, France
Executive Creative Directors: Anne de Maupeou, Frédéric Témin, Veronique Sels, Sebastien Vacherot
Art Directors: Souen Le Van, Romain Galli
Copywriters: Souen Le Van, Romain Galli
Advertiser’s Supervisors: Emmanuelle Vial, Catherine Lauprêtre
Account Manager: Cécile Henderyckx
Account Supervisor: Michel Kowalski
Art Buyer: Jean-Eric Le Cogniac
Illustrator/Luther King: KIM Florence Lucas
Illustrator/Churchill: Emily Forgot
Illustrator/Gandhi: Am I Collective
Illustrator/Obama/Mandela: Am I Collective
Illustrator/Ibarruri: Mario Hugo
Typographer/Obama/Mandela: Am I Collective
