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
- 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.
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
- 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.
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: 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
- 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.
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.”
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
- 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.
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.”
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
- 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.
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: 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
- 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.
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.”
I’m listed in Tumblweeds under advertising, marketing, creativity
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
- Cognitive: Clothes visually age over time.
- Affective: My clothes are an investment I urgently need to protect so they always look like I’ve just purchased them.
- 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
- Visual: Off white clothes wrinkled and in the shape of a mummy.
- Copy: Don’t let your clothes look older that they are.
Agency: Jay Grey, Sydney
Art Director: Jay Furby
Copywriter: David White
Photographer: Gary Sheppard
Digital Artist: Gary Sheppard, Marcus Thyer
PERCEIVED CREATIVE BRIEF
Advertising Strategy
- Cognitive: Ambi Pur car fresheners removes bad car smells.
- Affective: Everyone hates a bad smelling car.
- Conative: We want viewers of this campaign to do a smell check on their vehicle to see if they need an Ambi Pur freshener.
Positioning
Everything in your automobile is affected by the vehicles smell and everyone will notice it. By giving action and human characteristics to common dashboard objects, this campaign will call attention to your vehicles smell. If inanimate objects appear to be uncomfortable with your vehicles smell, just imagine how your passengers feel.
Consumer Promise
Ambi Pur car fresheners will remove any bad smells in your vehicles.
ADDITIONAL EXECUTION
- Visual: Hula dancing bobble-head making an “eww” face and pinching her nose.
- Copy: Cures car smells.
Agency: Ogilvy, Johannesburg
Art Director: Ian Broekhuizen
Copywriter: Catherine Conradie
Photographer: Natalie Shau
Illustrator: Natalie Shau
Typographer: Ian Broekhuizen
Digital Artist: Natalie Shau, Ian Broekhuize
PERCEIVED CREATIVE BRIEF
Advertising Strategy
- Cognitive: Cadbury Bournville Dark Chocolate is sinfully delicious and will satisfy my urge for something sweet.
- Affective: Indulging is fun and exciting. This chocolate will give me a rush.
- Conative: I should eat this chocolate to satisfy my suppressed sweet tooth.
Positioning
This chocolate is the only candy that satisfies your urge to be naughty. By playing off the “darkness” of the chocolate and the darkness of human temptations, this campaign aims to draw a direct link between the thrill of eating chocolate with the thrill of doing something you shouldn’t.
Consumer Promise
Cadbury Bournville Dark Chocolate is so flavorful it will excite your mind.
ADDITIONAL EXECUTION
- Visual: Same style as shown, but instead of Little Red Riding Hood it’s Show White and she’s imagining herself in bed with all seven dwarfs. Is that taking it too far? Ok fine. She’s imagining herself and the Queen as friends, holding hands skipping through a flower field. That’s too lame now. So, it’s Ariel, the little mermaid and she’s imagining herself eating that stupid crab Sebastian.
- Copy: Deliciously Dark
Agency: Jung von Matt, Stockholm, Sweden
Creative Director: Johan Jäger
Art Director: Mikael Kriisa
Copywriter: Petter Dixelius
Photographer: Sven Prim
Dog: Paco
PERCEIVED CREATIVE BRIEF
Advertising Strategy
- Cognitive: Dogs are like people and there’s an alternative to locking them up all day while you’re gone.
- Affective: You should be worrying about what your dog is doing while you’re away—they do some ridiculous things.
- Conative: The end goal is to create a sense of panic and fear in a humorous manner that leads the consumer to admitting their dog to our daytime dog care.
Positioning
Just like some people, dogs do bad things when there isn’t anyone around to watch them. Your dog has a personality and human characteristics all it’s own and sometimes that personality gets them into trouble when they do things they shouldn’t while you’re away.
Consumer Promise
Your pet is in good hands and not getting into trouble while at Stockholms Hundforum, so, don’t worry about what they might be doing while you’re away.
ADDITIONAL EXECUTION
- Visual: Paco sprawled out on the couch surrounded by empty beer cans, bottles of hooch, cigarette butts and a bag of cat-nip made to look like marijuana.
- Copy: What’s your dog up to when it’s home alone?
Agency: Grey, Düsseldorf
Art Director: Dennis Wolf
Copywriter: Anja Schachheim, Jörn Sonnenberg
Photographer: Franz Steiner, Rainer Behrens
PERCEIVED CREATIVE BRIEF
Advertising Strategy
- Cognitive: Sensodyne offers a complete line of products for sensitive teeth.
- Affective: Consumers will feel connected to Sensodyne as the only brand committed to making hygiene products that make their everyday routine more enjoyable.
- Conative: The end goal is to create a sense of curiosity that leads to the consumer trying a Sensodyne product through highly visual executions of impossibilities.
Positioning
As an over-arching brand position the shown ad is one execution for one product out of a larger family of products. The brands positioning is one of comfort and bliss. Put your teeth to ease with Sensodyne products that take care of your teeth. This campaign will intrigue the viewer and inspire them to see for themselves just how comfortable Sensodyne products are.
Consumer Promise
Sensodyne knows what it’s like to not enjoy teeth hygiene because of pain. This is why the brands sole purpose is to make this lifes necessity an absolute joy by innovating teeth hygiene products into the most sensitive products available.
ADDITIONAL EXECUTION
- Visual: Sensodyne toothpaste sitting on a counter like pictured above. Cap off, toothpaste squeezed out onto counter, but instead of it being paste it’s fluffy clouds.
- Copy: Ultra sensitive toothpaste
