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.”

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: 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.”

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.”