IDEABASIS
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Agency: Draftfcb, VenezuelaCreative Directors: Paula Camino, Exequiel RodriguezArt Director: Miriangela VillegasPhotographers: Alexis Da Mota, Luis PadillaIllustrations: Francisco JimenezCopy: “See things clearly.”
PERCEIVED CREATIVE BRIEF
Advertising Strategy
Cognitive: I wonder what I can’t see.
Affective: Nervous and thoughtful about what they might not be seeing.
Conative: Ads should pull the viewer toward the brand mark and tagline with a highly visual and intriguing image.
PositioningOptica Caroni lens are like viewing the world as an obsessive compulsive person where the finest of details are noticed.
Consumer PromiseWith Optica Caroni you will see the world through a lens like never before.
ADDITIONAL EXECUTION
Visual: An ultra modern and immaculate kitchen with an over-sized ant on the floor. The floor of the kitchen is close in color to the ant.Copy: “See things clearly.”

Agency: Draftfcb, Venezuela
Creative Directors: Paula Camino, Exequiel Rodriguez
Art Director: Miriangela Villegas
Photographers: Alexis Da Mota, Luis Padilla
Illustrations: Francisco Jimenez
Copy: “See things clearly.”

PERCEIVED CREATIVE BRIEF

Advertising Strategy

  1. Cognitive: I wonder what I can’t see.
  2. Affective: Nervous and thoughtful about what they might not be seeing.
  3. Conative: Ads should pull the viewer toward the brand mark and tagline with a highly visual and intriguing image.

Positioning
Optica Caroni lens are like viewing the world as an obsessive compulsive person where the finest of details are noticed.

Consumer Promise
With Optica Caroni you will see the world through a lens like never before.

ADDITIONAL EXECUTION

Visual: An ultra modern and immaculate kitchen with an over-sized ant on the floor. The floor of the kitchen is close in color to the ant.
Copy:
“See things clearly.”

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Agency: DLV BBDO, ItalyCreative Directors: Federico Pepe, Stefania SianiArt Director: Matteo PozziCopywriter: Dennis CasaleIllustrations: David CalluoriCopy: “Looking at the world through children’s eyes.”
PERCEIVED CREATIVE BRIEF
Advertising Strategy
Cognitive: Children live is a world of fantasy and wonder where everything is magical.
Affective: CAM baby products belong in the same world of wonderment and fantasy the baby lives in. Cam products belong with the baby.
Conative: Ads should drive viewers to research CAM baby products.
PositioningCAM employees are encouraged to think like a child, to have the same sense of imagination as they do toward the world, and to look at everything as if it were the first time they had ever seen it. Because of this, CAM strollers are made and designed with the same sense of creativeness and imagination your child has.
Consumer PromiseNo other company creates its products with the same child like wonderment and creativeness as CAM. No matter where your child’s imagination may him or her, CAM products will securely protect them for their journey.
ADDITIONAL EXECUTION
Visual: A baby rides in one of those carriages that attach to the back of a bicycle. But instead of it being attached to a bicycle, it is floating at sea and attached to a beautiful yellow rubber ducky that’s pulling it along.Copy: “Looking at the world through children’s eyes.”

Agency: DLV BBDO, Italy
Creative Directors: Federico Pepe, Stefania Siani
Art Director: Matteo Pozzi
Copywriter: Dennis Casale
Illustrations: David Calluori
Copy: “Looking at the world through children’s eyes.”

PERCEIVED CREATIVE BRIEF

Advertising Strategy

  1. Cognitive: Children live is a world of fantasy and wonder where everything is magical.
  2. Affective: CAM baby products belong in the same world of wonderment and fantasy the baby lives in. Cam products belong with the baby.
  3. Conative: Ads should drive viewers to research CAM baby products.

Positioning
CAM employees are encouraged to think like a child, to have the same sense of imagination as they do toward the world, and to look at everything as if it were the first time they had ever seen it. Because of this, CAM strollers are made and designed with the same sense of creativeness and imagination your child has.

Consumer Promise
No other company creates its products with the same child like wonderment and creativeness as CAM. No matter where your child’s imagination may him or her, CAM products will securely protect them for their journey.

ADDITIONAL EXECUTION

Visual: A baby rides in one of those carriages that attach to the back of a bicycle. But instead of it being attached to a bicycle, it is floating at sea and attached to a beautiful yellow rubber ducky that’s pulling it along.
Copy:
“Looking at the world through children’s eyes.”

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Agency: Mohallem/Artplan, São Paulo, BrazilCreative Director: Eugênio MohallemHead of Art: Marcus KawamuraArt Director: André BatistaCopywriter: Rodrigo ResendePhotographers: Caio Miranda / AGB Photos, OtherImages, GettyImagesRetouching: Ariê MagalhãesCopy: “Don’t let your work be mistreated.”
PERCEIVED CREATIVE BRIEF
Advertising Strategy
Cognitive: MAIS will treat my work with the same care and attention that I would. 
Affective: Ads should create a sense of uneasiness as the viewer imagines trusting his/her work in the hands of another to finish.
Conative: Ultimately the ads should drive viewers to the company website.
PositioningThere is a deep connection we make to the things we build. We see ourselves in our work, and as such, often become emotionally attached to it. So it’s only natural for us to be worried about the integrity of our work when passing it along to another for finishing, which is also why we carefully consider who to collaborate with. To alleviate the concerns designers have about printers upholding the quality of their work this campaign positions MAIS as the alternative to negligent competitors by relating to situations in which carelessness could lead to disaster.
Consumer PromiseMAIS will finish your work with highest level of care and quality.
ADDITIONAL EXECUTION
Visual: Two UPS/FedEx looking men toss a press sheet with a package labeled FRAGILE printed on it into a warehouse.Copy: “Don’t let your work be mistreated.”

Agency: Mohallem/Artplan, São Paulo, Brazil
Creative Director: Eugênio Mohallem
Head of Art: Marcus Kawamura
Art Director: André Batista
Copywriter: Rodrigo Resende
Photographers: Caio Miranda / AGB Photos, OtherImages, GettyImages
Retouching: Ariê Magalhães
Copy: “Don’t let your work be mistreated.”

PERCEIVED CREATIVE BRIEF

Advertising Strategy

  1. Cognitive: MAIS will treat my work with the same care and attention that I would. 
  2. Affective: Ads should create a sense of uneasiness as the viewer imagines trusting his/her work in the hands of another to finish.
  3. Conative: Ultimately the ads should drive viewers to the company website.

Positioning
There is a deep connection we make to the things we build. We see ourselves in our work, and as such, often become emotionally attached to it. So it’s only natural for us to be worried about the integrity of our work when passing it along to another for finishing, which is also why we carefully consider who to collaborate with. To alleviate the concerns designers have about printers upholding the quality of their work this campaign positions MAIS as the alternative to negligent competitors by relating to situations in which carelessness could lead to disaster.

Consumer Promise
MAIS will finish your work with highest level of care and quality.

ADDITIONAL EXECUTION

Visual: Two UPS/FedEx looking men toss a press sheet with a package labeled FRAGILE printed on it into a warehouse.
Copy:
“Don’t let your work be mistreated.”

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Agency:  Longplay 360, Sao Paulo, BrazilCreative Director: Fernando LunaArt Director: Eduardo BasqueCopywriter: Francine BittencourtIllustrator: Natan NakelDigital Artist: Luiz FasoliCopy: “Do you want your garden to live longer? Ask me how.”
PERCEIVED CREATIVE BRIEF
Advertising Strategy
 Cognitive: The reader should think they don’t have all the answers. When viewing the ad the reader should think there’s additional horticultural practices he/she is not yet practicing. 
 Affective: Curious, interested and intrigued. The reader should also feel welcomed or invited.
 Conative: The end goal is for Natureza Magazine to be a resource for the horticulturists. It starts with the gardener picking up a Natureza Magazine and taking a look the next time they’re at the book store and continues with new subscribers.
PositioningTo evoke the deep humanist emotion of altruism within the horticulturists, these ads seek to humanize the various plants grown through their personification with relatable health concerns.
Consumer PromiseNatureza Magazine will teach you insider tricks for healthier plants.
ADDITIONAL EXECUTION
Visual: A planted flower blooms in the lower right and the sketch is of the flower smothered in soap suds taking a shower. The entire ad is a light blue.Copy: “Do you want your flowers to smell better? Ask me how.”

Agency:  Longplay 360, Sao Paulo, Brazil
Creative Director: Fernando Luna
Art Director: Eduardo Basque
Copywriter: Francine Bittencourt
Illustrator: Natan Nakel
Digital Artist: Luiz Fasoli
Copy: “Do you want your garden to live longer? Ask me how.”

PERCEIVED CREATIVE BRIEF

Advertising Strategy

  1. Cognitive: The reader should think they don’t have all the answers. When viewing the ad the reader should think there’s additional horticultural practices he/she is not yet practicing.
  2. Affective: Curious, interested and intrigued. The reader should also feel welcomed or invited.
  3. Conative: The end goal is for Natureza Magazine to be a resource for the horticulturists. It starts with the gardener picking up a Natureza Magazine and taking a look the next time they’re at the book store and continues with new subscribers.

Positioning
To evoke the deep humanist emotion of altruism within the horticulturists, these ads seek to humanize the various plants grown through their personification with relatable health concerns.

Consumer Promise
Natureza Magazine will teach you insider tricks for healthier plants.

ADDITIONAL EXECUTION

Visual: A planted flower blooms in the lower right and the sketch is of the flower smothered in soap suds taking a shower. The entire ad is a light blue.
Copy:
“Do you want your flowers to smell better? Ask me how.”

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Agency:  Africa, São Paulo, BrazilChief Creative Officer: Sergio GordilhoExecutive Creative Director: Flavio WaitemanCreative Directors: Humberto Fernandez, Rafael PitanguyArt Director: Humberto FernandezCopywriter: Rafael PitanguyPhotographer: PlatinumCopy: “The offroad citysized.”
PERCEIVED CREATIVE BRIEF
Advertising Strategy
 Cognitive: Sometime big things lurk in small places. The Mitsubishi ASX has the heart of a big offroad vehicle but fits between the lines of a cityroad. 
 Affective: Confident, adventurous, and excited to drive.
 Conative: Test drive an ASX. Look at unassuming city roads hazards as if they were serious offroad hazards.
PositioningMany people challenge the practicality of driving a vehicle designed for offroad use in a city environment. Enter the Mitsubishi ASX—the first offroad SUV designed specifically for city driving. It’s engineered to handle city hazards with the same reliability and with the same vigor an offroad vehicle handles offroad hazards.
Consumer PromiseSince the Mitsubishi ASX can handle big offroad hazards, it can certainly handle city roads. And it’s small enough to comfortably drive around town.
ADDITIONAL EXECUTION
Visual: A pool of piranha showing teeth and thrashing around in a puddle on a city street.Copy: “The offroad citysized.”

Agency:  Africa, São Paulo, Brazil
Chief Creative Officer: Sergio Gordilho
Executive Creative Director: Flavio Waiteman
Creative Directors: Humberto Fernandez, Rafael Pitanguy
Art Director: Humberto Fernandez
Copywriter: Rafael Pitanguy
Photographer: Platinum
Copy: “The offroad citysized.”

PERCEIVED CREATIVE BRIEF

Advertising Strategy

  1. Cognitive: Sometime big things lurk in small places. The Mitsubishi ASX has the heart of a big offroad vehicle but fits between the lines of a cityroad.
  2. Affective: Confident, adventurous, and excited to drive.
  3. Conative: Test drive an ASX. Look at unassuming city roads hazards as if they were serious offroad hazards.

Positioning
Many people challenge the practicality of driving a vehicle designed for offroad use in a city environment. Enter the Mitsubishi ASX—the first offroad SUV designed specifically for city driving. It’s engineered to handle city hazards with the same reliability and with the same vigor an offroad vehicle handles offroad hazards.

Consumer Promise
Since the Mitsubishi ASX can handle big offroad hazards, it can certainly handle city roads. And it’s small enough to comfortably drive around town.

ADDITIONAL EXECUTION

Visual: A pool of piranha showing teeth and thrashing around in a puddle on a city street.
Copy:
“The offroad citysized.”

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Agency:  Arnold, Boston, USAChief Creative Officer: Pete FavatCreative Director: Paul SchauderAssociate Creative Director: Brain HayesArt Director: Mark BangerterCopywriter: Nikhil AimaIllustrator: A. James StonePhotographer: StockArt Producer: Kathy McMannCopy: “Surprising power. Do stuff.”
PERCEIVED CREATIVE BRIEF
Advertising Strategy
 Cognitive: RadioShacks has batteries and they’re just as good, if not better, than the name brand guys.
 Affective: Curious and excited about how their toys will perform with RadioShack.
 Conative: Compare the strength of RadioShack batteries verse the other brands by buying a set.
PositioningRadioShack is often associated with just electronics and electronics parts for tinkerers, but really it offers everything your electronics might need, including proprietary batteries. To raise awareness of RadioShacks batteries and their strength, this campaign seeks to engage the viewer by evoking the playful inner child and imagination. By showing how electronics using Radioshacks batteries might perform, the campaign will appeal to this target markets natural pretension to curiosity and imagination, creating a perceived affect of greater strength from Radioshack batteries.
Consumer PromiseRadioShack batteries are so strong they will make your toys perform like the real thing.
ADDITIONAL EXECUTION
Visual: A toy boat is shown pulling a wake boarder.Copy: “Surprising power. Do stuff.”

Agency:  Arnold, Boston, USA
Chief Creative Officer: Pete Favat
Creative Director: Paul Schauder
Associate Creative Director: Brain Hayes
Art Director: Mark Bangerter
Copywriter: Nikhil Aima
Illustrator: A. James Stone
Photographer: Stock
Art Producer: Kathy McMann
Copy: “Surprising power. Do stuff.”

PERCEIVED CREATIVE BRIEF

Advertising Strategy

  1. Cognitive: RadioShacks has batteries and they’re just as good, if not better, than the name brand guys.
  2. Affective: Curious and excited about how their toys will perform with RadioShack.
  3. Conative: Compare the strength of RadioShack batteries verse the other brands by buying a set.

Positioning
RadioShack is often associated with just electronics and electronics parts for tinkerers, but really it offers everything your electronics might need, including proprietary batteries. To raise awareness of RadioShacks batteries and their strength, this campaign seeks to engage the viewer by evoking the playful inner child and imagination. By showing how electronics using Radioshacks batteries might perform, the campaign will appeal to this target markets natural pretension to curiosity and imagination, creating a perceived affect of greater strength from Radioshack batteries.

Consumer Promise
RadioShack batteries are so strong they will make your toys perform like the real thing.

ADDITIONAL EXECUTION

Visual: A toy boat is shown pulling a wake boarder.
Copy:
“Surprising power. Do stuff.”

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Agency:  BBDO Guerrero/ Proximity, PhilippinesChief Creative Officer: David GuerreroExectuive Creative Director: Brandie TanCreative Director: Ray Tiempo, Gary AmanteArt Directors:  Gary Amante, Peepo DavidCopywriter: Ray TiempoProducer: Al SalvadorRetouchers: Vilma Magsino, Oliver BrillantesPhotographers: Paolo Gripo, Abet BagayCopy: “For persistent headaches.”
PERCEIVED CREATIVE BRIEF
Advertising Strategy
 Cognitive: Saridon headache medicine cures the worst headaches.
 Affective: Empathy. Viewers will relate to the need of carrying-on while enduring a painful headache.
 Conative: Reach for Saridon headache medicine next time they’re at the store buying medicines.
PositioningEveryone has had a headache that is tough to shake. The type of headache that causes every movement to be another swelling blow to the head with no sign of subsiding. The type of headache that with everything we seem to do, it seems to do to us. And through the pain we suffer. We suffer because we’re busy, we’re at work or because we think there’s simply just no cure for this kind of headache. But it doesn’t need to be like this. Not with Saridon headache medicine it doesn’t. By illustrating the toughest of headaches in relatable scenarios we can reach the consumer on an emotional level by putting them in familiar situations.
Consumer PromiseSharidon will cure your most painful and persistent headache.

ADDITIONAL EXECUTION
Visual: A man playing softball is up to bat getting ready to swing. Behind him is himself getting ready to swing a bat at his head.Copy: “For persistent headaches.”

Agency:  BBDO Guerrero/ Proximity, Philippines
Chief Creative Officer: David Guerrero
Exectuive Creative Director: Brandie Tan
Creative Director: Ray Tiempo, Gary Amante
Art Directors: Gary Amante, Peepo David
Copywriter: Ray Tiempo
Producer:
Al Salvador
Retouchers: Vilma Magsino, Oliver Brillantes
Photographers: Paolo Gripo, Abet Bagay
Copy: “For persistent headaches.”

PERCEIVED CREATIVE BRIEF

Advertising Strategy

  1. Cognitive: Saridon headache medicine cures the worst headaches.
  2. Affective: Empathy. Viewers will relate to the need of carrying-on while enduring a painful headache.
  3. Conative: Reach for Saridon headache medicine next time they’re at the store buying medicines.

Positioning
Everyone has had a headache that is tough to shake. The type of headache that causes every movement to be another swelling blow to the head with no sign of subsiding. The type of headache that with everything we seem to do, it seems to do to us. And through the pain we suffer. We suffer because we’re busy, we’re at work or because we think there’s simply just no cure for this kind of headache. But it doesn’t need to be like this. Not with Saridon headache medicine it doesn’t. By illustrating the toughest of headaches in relatable scenarios we can reach the consumer on an emotional level by putting them in familiar situations.

Consumer Promise
Sharidon will cure your most painful and persistent headache.

ADDITIONAL EXECUTION

Visual: A man playing softball is up to bat getting ready to swing. Behind him is himself getting ready to swing a bat at his head.
Copy:
“For persistent headaches.”

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Agency: Leo Burnett, São Paulo, BrazilCreative Director: Ruy LindenbergArt Directors:  Renato Butori, Alexandre Pagano, Henrique Del LamaCopywriter: Mario CintraIllustrators: Vetor Zero
PERCEIVED CREATIVE BRIEF
Advertising Strategy
 Cognitive: You’ll never know what you might encounter while in the field. And, there’s a choice in emergency response vehicle fleets.
 Affective: Confidence that my crew has what they need to be successful. And, interest in an alternative fleet.
 Conative: Take interest in this new alternative to emergency response vehicles by doing some further research.
PositioningAs a first response crewman you encounter all types of emergencies, and no matter the breadth you must be equipped to respond quickly and with resolve. In years past, the fleet managers options for emergency response vehicles has been limited until now. To make a splash in the market, this campaign will draw interest to the relevant target viewer with illustrations that highlight the vast spectrum of emergencies response teams may encounter in the field. The illustrative style is to be whimsical and stylized to avoid gruesome imagery while scenes are to depict outrageous scenarios to highlight the range of emergencies teams may encounter.
Consumer PromiseFiat first response vehicles are equipped to resolve whatever emergency team may encounter.
ADDITIONAL EXECUTION
Visual: A small but happy baby is stuck up in a tree on a branch.Copy: You never know how big a problem you will find. Introducing the Fiat ambulance line.
ADDITIONAL EXECUTION 2
Visual: A staircase is shown with an old women at the base, her body contorted as she lays on the ground. She’s conscious but appears a little worried. Her walker lays sideways next to her.Copy: You never know how big a problem you will find. Introducing the Fiat ambulance line.

Agency: Leo Burnett, São Paulo, Brazil
Creative Director: Ruy Lindenberg
Art Directors: Renato Butori, Alexandre Pagano, Henrique Del Lama
Copywriter: Mario Cintra
Illustrators:
Vetor Zero

PERCEIVED CREATIVE BRIEF

Advertising Strategy

  1. Cognitive: You’ll never know what you might encounter while in the field. And, there’s a choice in emergency response vehicle fleets.
  2. Affective: Confidence that my crew has what they need to be successful. And, interest in an alternative fleet.
  3. Conative: Take interest in this new alternative to emergency response vehicles by doing some further research.

Positioning
As a first response crewman you encounter all types of emergencies, and no matter the breadth you must be equipped to respond quickly and with resolve. In years past, the fleet managers options for emergency response vehicles has been limited until now. To make a splash in the market, this campaign will draw interest to the relevant target viewer with illustrations that highlight the vast spectrum of emergencies response teams may encounter in the field. The illustrative style is to be whimsical and stylized to avoid gruesome imagery while scenes are to depict outrageous scenarios to highlight the range of emergencies teams may encounter.

Consumer Promise
Fiat first response vehicles are equipped to resolve whatever emergency team may encounter.

ADDITIONAL EXECUTION

Visual: A small but happy baby is stuck up in a tree on a branch.
Copy:
You never know how big a problem you will find. Introducing the Fiat ambulance line.

ADDITIONAL EXECUTION 2

Visual: A staircase is shown with an old women at the base, her body contorted as she lays on the ground. She’s conscious but appears a little worried. Her walker lays sideways next to her.
Copy:
You never know how big a problem you will find. Introducing the Fiat ambulance line.

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Agency: Filadélfia, Belo Horizonte, BrazilCreative Director: Dan ZecchinelliArt Directors: Ricardo Matos, Rafael GilCopywriter: Fabiana SoaresIllustrators: Aderson Fagundes, Rafael Gil
PERCEIVED CREATIVE BRIEF
Advertising Strategy
 Cognitive: Kanechom hair dye will improve my life.
 Affective: Women will feel inspired, excited and intrigued to dye their own hair.
 Conative: Check out the Web site and the in store product to see if there’s a color for me.
PositioningThere’s life before you use Kanechom, and then there’s life after. Every aspect of your social life to your work life will improve after Kanechom.
Consumer PromiseAfter dying your hair with Kanechom your life will significantly improve.
ADDITIONAL EXECUTION
Visual: Clean open background. Nasty hair on the left, nice hair on the right, and a box of Kanechom hair dye in the middle. Three dotted lines extend down evenly from the nasty hair and three from the nice hair.Copy: Below the three dotted line on the side of the nasty hair reads “187 Facebook friends.” On the side with the nice hair the first point reads “248 Facebook friends.” The second reads “319 Facebook friends.” And the third reads “597 Facebook friends.”

Agency: Filadélfia, Belo Horizonte, Brazil
Creative Director: Dan Zecchinelli
Art Directors: Ricardo Matos, Rafael Gil
Copywriter: Fabiana Soares
Illustrators:
Aderson Fagundes, Rafael Gil

PERCEIVED CREATIVE BRIEF

Advertising Strategy

  1. Cognitive: Kanechom hair dye will improve my life.
  2. Affective: Women will feel inspired, excited and intrigued to dye their own hair.
  3. Conative: Check out the Web site and the in store product to see if there’s a color for me.

Positioning
There’s life before you use Kanechom, and then there’s life after. Every aspect of your social life to your work life will improve after Kanechom.

Consumer Promise
After dying your hair with Kanechom your life will significantly improve.

ADDITIONAL EXECUTION

Visual: Clean open background. Nasty hair on the left, nice hair on the right, and a box of Kanechom hair dye in the middle. Three dotted lines extend down evenly from the nasty hair and three from the nice hair.
Copy:
Below the three dotted line on the side of the nasty hair reads “187 Facebook friends.” On the side with the nice hair the first point reads “248 Facebook friends.” The second reads “319 Facebook friends.” And the third reads “597 Facebook friends.”

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I’m listed in Tumblweeds under advertising, marketing, creativity

I’m listed in Tumblweeds, a user-generated community directory that rates Tumblr bloggers by their number of followers. Find me listed in #advertising, #marketing, #creativity

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Agency: Leo Burnett, Taipei, TaiwanArt     Directors:Jacky Chen, Alex LiuCopywriter: Phoenix TsaiCopy: “Always Progressing.”Client: Johnnie Walker
PERCEIVED CREATIVE BRIEF
Advertising Strategy
 Cognitive: There’s a lot going on in a bottle of Johnnie Walker. Johnnie Walker is a complex and intricate whiskey with a lot of flavors to experience in a single sip.
 Affective: Viewers should feel as if they have transpired to the journey before them. With all the struggles, rewards and accomplishments along the way, the Johnnie Walker drinker is distinguished enough to deserve this drink.
 Conative: Distinguish themselves as a Johnnie Walker drinker.
PositioningBehind the label of Johnnie Walker is a rich heritage, a whiskey with bold and intricate flavors, and an attention to detail unsurpassed by any other whiskey distillery. To drink it is to yourself become these things. These things of sophistication, distinguishment and the sort of pride you earn through your journeys. The brand is personified in this way through narrative and detailed illustration.
Consumer PromiseJohnnie Walker whiskey is not a simple whiskey. It is for those who know they’ve earned it.
ADDITIONAL EXECUTION
Visual: Gold label unraveled. From beginning to end of the label is an illustrated scene of the Johnnie Walker character advancing through various triathlon and Olympic like athletic endeavors.  Copy: “Celebrations are earned.”

Agency: Leo Burnett, Taipei, Taiwan
Art Directors:Jacky Chen, Alex Liu
Copywriter: Phoenix Tsai
Copy:
“Always Progressing.”
Client: Johnnie Walker

PERCEIVED CREATIVE BRIEF

Advertising Strategy

  1. Cognitive: There’s a lot going on in a bottle of Johnnie Walker. Johnnie Walker is a complex and intricate whiskey with a lot of flavors to experience in a single sip.
  2. Affective: Viewers should feel as if they have transpired to the journey before them. With all the struggles, rewards and accomplishments along the way, the Johnnie Walker drinker is distinguished enough to deserve this drink.
  3. Conative: Distinguish themselves as a Johnnie Walker drinker.

Positioning
Behind the label of Johnnie Walker is a rich heritage, a whiskey with bold and intricate flavors, and an attention to detail unsurpassed by any other whiskey distillery. To drink it is to yourself become these things. These things of sophistication, distinguishment and the sort of pride you earn through your journeys. The brand is personified in this way through narrative and detailed illustration.

Consumer Promise
Johnnie Walker whiskey is not a simple whiskey. It is for those who know they’ve earned it.

ADDITIONAL EXECUTION

Visual: Gold label unraveled. From beginning to end of the label is an illustrated scene of the Johnnie Walker character advancing through various triathlon and Olympic like athletic endeavors. 
Copy:
“Celebrations are earned.”

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Agency:  Momosapiens, Marseille, FranceArt     Director/Copywriter:Simon ReynardPhotogrpaher: Peter BeavisCopy: “The beginning has never been this close to the end.”Client: A short film festival.
PERCEIVED CREATIVE BRIEF
Advertising Strategy
 Cognitive: The films at the festival are short. The period of time from when the ad is viewed to when the festival begins is also short. The entire festival will last only a short time.
 Affective: The short films will be inherently interesting. The time it will take to view the films and attend the festival will fly by leaving the viewers with a lifetime of memories.
 Conative: Go to the festival.
PositioningNo matter who you are, you’ve experienced the fleeting passing of time while living a memorable moment. It always seems that the best times in our lives are over before we know it leaving us with only our fond memories. And that is exactly what this campaign seeks to evoke: The feeling that this festival and it’s films will leave lasting memories in too short of a time period. So many memories, in fact, you’ll think you’ve lived a lifetime. To further connect the ads to the festival, each one will present a conceptual synopsis of a film by blending the beginning with the end or by conceptually using the films key characters.
Consumer PromiseYou are sure to remember these curiously short films.
ADDITIONAL EXECUTION
 Visual: Marathon runners on a track in street clothes (characters in one of the films) all fight and pile on top of each other to secure the closest position to the starting line. A referee in the back ground stands with a gun pointed to the sky ready to sound the go ahead. Just a few metes away is the finish line.Copy: “The beginning has never been this close to the end.”

Agency:  Momosapiens, Marseille, France
Art Director/Copywriter:Simon Reynard
Photogrpaher: Peter Beavis
Copy:
“The beginning has never been this close to the end.”
Client: A short film festival.

PERCEIVED CREATIVE BRIEF

Advertising Strategy

  1. Cognitive: The films at the festival are short. The period of time from when the ad is viewed to when the festival begins is also short. The entire festival will last only a short time.
  2. Affective: The short films will be inherently interesting. The time it will take to view the films and attend the festival will fly by leaving the viewers with a lifetime of memories.
  3. Conative: Go to the festival.

Positioning
No matter who you are, you’ve experienced the fleeting passing of time while living a memorable moment. It always seems that the best times in our lives are over before we know it leaving us with only our fond memories. And that is exactly what this campaign seeks to evoke: The feeling that this festival and it’s films will leave lasting memories in too short of a time period. So many memories, in fact, you’ll think you’ve lived a lifetime. To further connect the ads to the festival, each one will present a conceptual synopsis of a film by blending the beginning with the end or by conceptually using the films key characters.

Consumer Promise
You are sure to remember these curiously short films.

ADDITIONAL EXECUTION

  1. Visual: Marathon runners on a track in street clothes (characters in one of the films) all fight and pile on top of each other to secure the closest position to the starting line. A referee in the back ground stands with a gun pointed to the sky ready to sound the go ahead. Just a few metes away is the finish line.
    Copy:
    “The beginning has never been this close to the end.”
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Agency: Dufresne Corrigan Scarlett, Levallois, FranceCreative    Director: Paul LêArt     Director: Catherine RenzettiCopywriter: Grégory TortesPhotogrpaher: Romain LaurentCopy: “No luck at all? Have a curly ball.”
PERCEIVED CREATIVE BRIEF
Advertising Strategy
Cognitive: I’m lucky if I have Curly Balls to snack on.
 Affective: We want the viewer to feel relief, luck, and slightly exclusive as if they’re in-the-know on how to make them self happy.
 Conative: Pick up a bag of Curly Balls next time you’re in the snack aisle. Do it for yourself.
PositioningIn everyone’s life there are trials. Times in which things are either at there worst or closely approaching. With so many looming stressors in our lives, we naturally gravitate towards those simple pleasures that take our minds off life. Be it a weekend hobby, a nightly television ritual, or physical activity, we all do things just for ourselves. And that is why people should eat Curly Balls—just for themselves. No matter how bad things get, it won’t matter if you have Curly Balls.
Consumer PromiseCurly Balls are so good they’re the only thing you’ll have on your mind while eating them.
ADDITIONAL EXECUTION
 Visual: A couple is enjoying a fancy dinner. The man wears a suit and the women wears a white dress. Unknown to the diners, is a waiter behind the women in the middle of spilling two glasses of red wine on her.Copy: “No luck at all? Have a curly ball.”
Visual: A man in a tux mingles at a black tie event with a strand of toilet paper stuck to his shoe.  Copy: “No luck at all? Have a curly ball.”

Agency: Dufresne Corrigan Scarlett, Levallois, France
Creative Director: Paul Lê
Art Director: Catherine Renzetti
Copywriter:
Grégory Tortes
Photogrpaher: Romain Laurent
Copy:
“No luck at all? Have a curly ball.”

PERCEIVED CREATIVE BRIEF

Advertising Strategy

  1. Cognitive: I’m lucky if I have Curly Balls to snack on.
  2. Affective: We want the viewer to feel relief, luck, and slightly exclusive as if they’re in-the-know on how to make them self happy.
  3. Conative: Pick up a bag of Curly Balls next time you’re in the snack aisle. Do it for yourself.

Positioning
In everyone’s life there are trials. Times in which things are either at there worst or closely approaching. With so many looming stressors in our lives, we naturally gravitate towards those simple pleasures that take our minds off life. Be it a weekend hobby, a nightly television ritual, or physical activity, we all do things just for ourselves. And that is why people should eat Curly Balls—just for themselves. No matter how bad things get, it won’t matter if you have Curly Balls.

Consumer Promise
Curly Balls are so good they’re the only thing you’ll have on your mind while eating them.

ADDITIONAL EXECUTION

  1. Visual: A couple is enjoying a fancy dinner. The man wears a suit and the women wears a white dress. Unknown to the diners, is a waiter behind the women in the middle of spilling two glasses of red wine on her.
    Copy:
    “No luck at all? Have a curly ball.”
  2. Visual: A man in a tux mingles at a black tie event with a strand of toilet paper stuck to his shoe.
    Copy:
    “No luck at all? Have a curly ball.”
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Agency:  Sancho BBDO Bogotá, ColombiaCreative    Director: Hugo  Corredor, Giovanni MartinezSenior Art     Director: Andres MarantaSenior Copywriter: Juan GomezRetoucher: Andres MarantaPhotogrpaher: Luiz MorettiProduction Company: Ochurus!
PERCEIVED CREATIVE BRIEF
Advertising Strategy
 Cognitive: Adoption has an equally positive reaction on child and parent.
 Affective: Compassion, happiness, responsible. And a little bit of selfishness. I have no reservations about adopting a child and want to do it, not only for the child, but also for me.
 Conative: Visit the web address and learn more about adopting.
PositioningIt’s okay to do altruistic things selfishly. In fact, you’d be surprised just how good you’ll feel about yourself while doing them. And if that’s why you do these things, it’s still okay because those who are affected by your actions will be grateful all the same. That’s what these ads will do. They focus the viewers attention to the emotional response adopters experience from the child’s response and stimulate their innate need for self happiness. Ads remind viewers that adoption is not only obviously rewarding for the child, but equally rewarding for the parent.
Consumer PromiseAdoption is as rewarding for the parent as it is for the child.
ADDITIONAL EXECUTION
 Visual: A child and parent hugging. Both of whom are completely covered from head to toe with ribbons and bows. The only parts exposed are the arms to illustrate the hug.

Agency:  Sancho BBDO Bogotá, Colombia
Creative Director: Hugo Corredor, Giovanni Martinez
Senior Art Director: Andres Maranta
Senior Copywriter:
Juan Gomez
Retoucher: Andres Maranta
Photogrpaher: Luiz Moretti
Production Company: Ochurus!

PERCEIVED CREATIVE BRIEF

Advertising Strategy

  1. Cognitive: Adoption has an equally positive reaction on child and parent.
  2. Affective: Compassion, happiness, responsible. And a little bit of selfishness. I have no reservations about adopting a child and want to do it, not only for the child, but also for me.
  3. Conative: Visit the web address and learn more about adopting.

Positioning
It’s okay to do altruistic things selfishly. In fact, you’d be surprised just how good you’ll feel about yourself while doing them. And if that’s why you do these things, it’s still okay because those who are affected by your actions will be grateful all the same. That’s what these ads will do. They focus the viewers attention to the emotional response adopters experience from the child’s response and stimulate their innate need for self happiness. Ads remind viewers that adoption is not only obviously rewarding for the child, but equally rewarding for the parent.

Consumer Promise
Adoption is as rewarding for the parent as it is for the child.

ADDITIONAL EXECUTION

  1. Visual: A child and parent hugging. Both of whom are completely covered from head to toe with ribbons and bows. The only parts exposed are the arms to illustrate the hug.
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Agency:  Neogama BBH, São PauloArt     Director: Thiago CruzCopywriter: Raphael QuatrocciIllustrator: Fernando Dias de SouzaCopy: He’s not worth crying for. Do you want to sleep at my place?” Pay-off: Mentos Single Pack. Selfishness without guilt.
PERCEIVED CREATIVE BRIEF
Advertising Strategy
 Cognitive: Mentos single serve mints are really good.
 Affective: It’s ok to not offer these mints to friends. They’re too good to hand out.
 Conative: Chuckle to yourself. And then buy Mentos single serve mints.
PositioningBy poking fun at humankind’s selfish nature, the campaign is a wink to selfishness. Everyone has been in the situation of feeling obligated to kindness—be it when popping a mint or in other situations. Mentos single serve mints alleviate the need to offer.
Consumer PromisePeople won’t be offended if you don’t offer.
ADDITIONAL EXECUTION
 Visual: Identical illustrated scene in which two business men sand next to each other. Man on the left stands briefcase in hand. Man on the right stands briefcase sideways on the ground face buried in his hands.
 Copy: (From the man on the left) “The job wasn’t a right fit for you anyway. Do you still have his card?” Pay-off: Mentos Single Pack. Selfishness without guilt.

Agency:  Neogama BBH, São Paulo
Art Director: Thiago Cruz
Copywriter:
Raphael Quatrocci
Illustrator: Fernando Dias de Souza
Copy: He’s not worth crying for. Do you want to sleep at my place?” Pay-off: Mentos Single Pack. Selfishness without guilt.

PERCEIVED CREATIVE BRIEF

Advertising Strategy

  1. Cognitive: Mentos single serve mints are really good.
  2. Affective: It’s ok to not offer these mints to friends. They’re too good to hand out.
  3. Conative: Chuckle to yourself. And then buy Mentos single serve mints.

Positioning
By poking fun at humankind’s selfish nature, the campaign is a wink to selfishness. Everyone has been in the situation of feeling obligated to kindness—be it when popping a mint or in other situations. Mentos single serve mints alleviate the need to offer.

Consumer Promise
People won’t be offended if you don’t offer.

ADDITIONAL EXECUTION

  1. Visual: Identical illustrated scene in which two business men sand next to each other. Man on the left stands briefcase in hand. Man on the right stands briefcase sideways on the ground face buried in his hands.
  2. Copy: (From the man on the left) “The job wasn’t a right fit for you anyway. Do you still have his card?” Pay-off: Mentos Single Pack. Selfishness without guilt.
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