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.”

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.”

Agency: Leo Burnett, Frankfurt
Art Director: Hans-Jürgen Kämmerer, Claudia Böckler
Copywriter: Florian Kröber
Photographer: Markus Georg
Digital Artist: Gary Sheppard, Marcus Thyer

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: Clothes visually age over time.
2. Affective: My clothes are an investment I urgently need to protect so they always look like I’ve just purchased them.
3. Conative: The campaign will make people look at their clothes twice. To protect them from aging, we want people to notice aging and use Clean Pretty on their wardrobe to prevent it.

Positioning
Dulling colors are not top of mind immediately after a retail clothing purchase. However, by relating the inevitable dulling of colors to aging Clean Pretty will be directly communicating emotionally to it’s core target of females. Since the issue of aging is a genuine concern among this target, Clean Pretty will be positioned as an investment in the longevity of the targets’ clothes. This is appealing both aesthetically and financially.

Consumer Promise
With Clean Pretty your clothes will never look ancient.

ADDITIONAL EXECUTION

1. Visual: Off white clothes wrinkled and in the shape of a mummy.
2. Copy: Don’t let your clothes look older that they are.