Advertising Agency: Talent Propaganda, Sao Paulo, Brazil
Chief Creative Officer: Joao Livi
Creative Director: Alexandre Nego Lee, Rodrigo Bombana
Art Director: Bruno Trad
Copywriter: Ligia Mendes
Account Manager: Marcel Bonzo, Eliana Ricci
Media Planner: Mauricio Almeida, Paulo Stephan
Production Company: Fuba Filmes
Editor: Tulio Galvao
Sound Company: Sound Design
Sound Producer: Tony Berchmans, Sergio Villaça
Advertising School: Miami Ad School Europe, Berlin, germany
Art Director: Hugo Gstrein
Copywriter: Patrick Tamisiea
Tutors: Fedja Kehl, Niklas Frings-Rupp
Summary of the Campaign
Paraguay has a high number of children under 1 year old without birth certificate. 24% are not enrolled in civil registration, and this number grows to 35% at indian children
In essence, this means they have no official identity. With the upcoming presidential election, our job was to work with UNICEF, to make our candidates commit to this.
Presidential campaigns are sensible to media topics. So, we need to do a message with big media impact.
Soccer is the favorite spot in Paraguay. The Paraguayan soccer selection matches has high rating in tv and radios.
In association with 2 tv channels and 4 radios which conveyed the party Uruguay vs Paraguay for Brazil 2014 world cup qualifying, Unicef generated brand content to send a big message to presidential candidates.
Unicef generated “No name match”: during the opening minutes of Uruguay vs Paraguay soccer match (Paraguayan last chance to keep alive the chances to go to Brazil 2014 World Cup), 2 tv channels and 4 highest rated radios broadcasted live the game without saying the player´s names.
After that, our message was reveal:
Like these players, we all need a name and nationality.
In Paraguay, before the year, 1 of 4 children is not enrolled in the civil registration
What does your candidate think about that? Ask him
The Situation
Paraguay has a high number of children under 1 year old without birth certificate. 24% are not enrolled in civil registration, and this number grows to 35% at indian children.
In essence, this means they have no official identity. With the upcoming presidential election, our job was to work with UNICEF, to make our candidates commit to this.
The Goal
In Paraguay, social awareness is not as respected as the law. So, Unicef needs the commitment of presidential candidates to work in children registration if they were elected.
The Strategy
Soccer is the favorite spot in Paraguay. The Paraguayan soccer selection matches has high rating in tv and radios. The strategy was send a message throws a soccer match.
In association with 2 tv channels and 4 radios which conveyed the party Uruguay vs Paraguay for Brazil 2014 world cup qualifying, Unicef send a big message to presidential candidates.
Execution
Unicef generated “No name match”: during the opening minutes of Uruguay vs Paraguay soccer match (Paraguayan last chance to keep alive the chances to go to Brazil 2014 World Cup), 2 tv channels and 4 highest rated radios broadcasted live the game without saying the player´s names.
After that, our message was reveal:
Like these players, we all need a name and nationality.
In Paraguay, before the year, 1 of 4 children is not enrolled in the civil registration
What does your candidate think about that? Ask him
Once the message was sent, we activate celebrities on social media to reply the same message using #nonamematch
Results
- It was viewed by 4.000.000 from 7.000.000 Paraguayans
- With an investment of U$S 5.000, we got a U$S 800.000 worth of earned media
- Free Publicity worth U$S 200.000
- UNICEF got to an agreement with the presidential candidates, where each one of them committed to generate specific actions for children and teenagers if they were to be elected.
Advertising Agency: ONIRIA/TBWA, Paraguay
Chief Executive Officer: Camilo Guanes
Executive Creative Director: Daniel Achával
Creative Director: Jorge Tercarioli, Arturo Valiente
Creative: Jorge Tercarioli, Daniel Achával, Camilo Guanes, Arturo Valiente, René López, Jorge Collar, Sergio Sevega
Planner: Rodrigo Weiberlen
Producer: Poli Achával
Other Credits: Metropolis Films, El Bagre Productora, LFZ, Inthependiente
Insights, Strategy and the Idea:
Euglena is a new brand of nutritious food and drink. Though their products are superior to competitors, their sales didn’t rise because consumers weren’t aware of their name. So, we and Euglena decided to buy the naming rights, not of a building, but the naming rights of ‘an
individual,’ known as a popular basketball commentator on radio.
Creative Execution:
Euglena bought the naming rights of Mr.Jose, who is a popular basketball commentator on radio, and changed his name to ‘Mr. Euglena.’ And then, he commented on live radio program of a basketball game, which Euglena sponsored. Between the quarters of the game, Mr.Euglena also appeared on several radio commercials of Euglena’s products.
Results and Effectiveness:
As a result, ‘Euglena’ dominated the whole game. During the 120 minute-radio program, ‘Euglena’ was called 54 times. Also they talked about Euglena for approximately 11 minutes in total. This helped pushing up the sales of Euglena products by more than 50% from the previous year.
Advertising Agency: Dentsu, Tokyo, Japan
Creative Director: Yoji Sakamoto
Copywriter: Hirofumi Hayashi
Advertiser’s Supervisor: Akihiko Nagata
Account Manager: Satoshi Takasugi
Art Director: Yoshikatsu Miyasaka, Taiki Kawase
Strategist: Norihito Sako, Kazuki Tsuburaku
Director: Yuichiro Nakamura (Rok)
Production Company: Rok
Advertising Agency: Sancho BBDO, Bogotá, Colombia
Chief Creative Officer: Hugo Corredor – Giovanni Martinez
Executive Creative Director: Juan Gomez, Andrés Marantá
Creative Director: Pablo Naval, Andrés Montes
Copywriter: Pablo Naval, Andrés Montes
Producer: Sandra Martinez
Account: Monica Nieto, Felipe Jaramillo
Production House Company: Lakyoto
Advertising Agency: Good, Moscow
Creative Director: Grisha Sorokin
Head of Copy: Denis Gratchev
Copywriter: Denis Gratchev
Art Director: Grisha Sorokin
Client Service Director: Leila Popovich
Producer: Gleb Glonti
Sound Producer: Dasha Kulikova
Music: Antonio Vivaldi
Sound: Mikhail Myasoedov
Sound: Fibr Film Production
VO: Alex Dubas
In 2012 McDonald’s introduced their idea of a perfect summer mash up: A chocolate milk / milkshake hybrid called Cocio Summer Shake. We were briefed to make a banner campaign. But challenged the client to go further than that – and let users create their own “summer mash up” in the form of a musical track. This allowed us to use the radio media in a different way – by making the airwaves available for playing user generated content. It also gave us the opportunity to make “Cocio Summer Shake” a social experience rather than just another product promotion.
Advertising Agency: DDB, Copenhagen, Denmark
Concept: Simon Naver / Caspar Bock
Art direction, interaction & webdesign: Jacob Grubbe / Simon Naver
Motion design: Jacob Grubbe
Development: Palle Aufeldt
Music: Anyines
Project management: Madeleine Næsborg
Advertising Agency: DraftFCB, Auckland, New Zealand
Senior Creatives: Kelly Lovelock, Hywel James
Executive Creative Directors: Regan Grafton, Tony Clewett
Group Account Director: Toby Sellers
Senior Account Manager: Sally Willis
Account Manager: Jess Sheffield
General Manager Media: Simon Teagle
Media Planner: Nicole Earnshaw
Production: Kelly Gillard
Advertising Agency: john st, Canada
Creative Directors: Stephen Jurisic, Angus Tucker
Copywriter: Kurt Mills
Art Director: Kyle Lamb
Agency Producer: Mavis Huntley
Account Service: Amelia MacGregor, Melissa Tobenstein
Brand Experience / Planning: Allison Coggins
Director: J.J. Adler
Production Company: Tool of North America / Radke
Executive Producer: Dustin Callif, Miriana DiQuinzo
Head of Production: Simi Dhillon
Line Producer: Nick Sorbara
Director of Photography: Graham Beasley
Editorial: Chris Murphy, Relish
Audio House: Joey Serlin / Vapor Music
Advertising Agency: Hypermedia Isobar, Warsaw, Poland
Creative Director: Maciej Nowicki
Art Director: Krzysztof Jagieło
Copywriter: Jan Cieślar
Account Manager: Sylwia Skarżyńska
Programmer: Piotr Polit
A live, primetime request show was hijacked by callers, each one dedicating love songs to the same woman, leaving the poor RJ very confused.
Advertising Agency: JWT, Singapore
Regional Executive Creative Director: Tay Guan Hin
Executive Creative Director: Juhi Kalia
Associate Creative Director: Karen Muck
Art Director: David Haefflinger
Global Business Director: Sue Mulhall
Global Account Director: Hinoti Joshi
Associate Account Director: Anjali Bewtra
Account Manager: Kryse Ynieto
Head of production: Gerri Hamil
Producer: Bettina Feng
Editor: Jeremiah Marcelo
Advertising Agency: BBDO, Puerto Rico
Creative Director: José Antillón
Copywriter: Ilia Márquez
Illustrator: Christopher Díaz
Additional credits: Ricky Gómez
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
To mark the breast cancer awareness month, on the 30th of October at 8:05 AM, all radio stations in Israel, broadcasted only through the right speaker, in order to convey how it feels like to lose one side.
Advertising Agency: Gitam BBDO, tel aviv, Israel
Chief Creative Officer: Guy Bar
Copywriter: Ran Allon
Art Director: Tamar Dvir
Content Executive: Eyal Saada
Account Executive: Idit Zemmer
Production: Noga Sagi, Tali Sasson, Jessica Kälbermann
Advertising Agency: Y&R, Milan, Italy
Group Executive Creative Director: Vicky Gitto
Art Director: Anna Taschini
Copywriter: GB Oneto, Francesco Cellini
Account: Isotta Enrici, Giulia Cappelli
Producer: Lisa Allegretti
Production Company: Eccetera
Executive Producer: Josè Bagnarelli
Advertising Agency: Change Integrated, Warsaw, Poland
Creative Directors: Ryszard Sroka, Jakub Korolczuk
Art Directors: Adam Marzec, Tytus Klepacz
Copywriters: Tytus Klepacz, Adam Marzec
Published: September 2010
To showcase the first 100% recycled bottle, we create the firts 100% recycled radio commercial. We listened over 80 radio commercials made for bonafont over the last years and selected the words needed for our advertisement, without newly recording a single voice.
Advertising Agency: Young & Rubicam, Mexico
Creative Directors: Rafael Barthaburu, Esteban Sacco, Carlos Cantu
Copywriters: Carlos Cantu, Adani Vazquez, Carlos Carbajal
Production House: Prado Sur
Sound Design: Rocio Garcia
Aired: March 2011
