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.”

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.”

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, 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.

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.”

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.”

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.