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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.
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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