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: Jay Grey, Sydney
Art Director: Jay Furby
Copywriter: David White
Photographer: Gary Sheppard
Digital Artist: Gary Sheppard, Marcus Thyer

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: Ambi Pur car fresheners removes bad car smells.
2. Affective: Everyone hates a bad smelling car.
3. 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

1. Visual: Hula dancing bobble-head making an “eww” face and pinching her nose.
2. 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

1. Cognitive: Cadbury Bournville Dark Chocolate is sinfully delicious and will satisfy my urge for something sweet.
2. Affective: Indulging is fun and exciting. This chocolate will give me a rush.
3. 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

1. 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.
2. 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

1. Cognitive: Dogs are like people and there’s an alternative to locking them up all day while you’re gone.
2. Affective: You should be worrying about what your dog is doing while you’re away—they do some ridiculous things.
3. 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

1. 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.
2. 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

1. Cognitive: Sensodyne offers a complete line of products for sensitive teeth.
2. Affective: Consumers will feel connected to Sensodyne as the only brand committed to making hygiene products that make their everyday routine more enjoyable.
3. 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

1. 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.
2. Copy: Ultra sensitive toothpaste

Agency: Imelda Ogilvy, Ljubiljana, Slovenia
Art Director: Sašo Dornik
Copywriter: Andrej Baša, Jure Pozun
Photographer: Ciril Jazbec

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: Increase awareness of Pattax Glue, it’s wide range of capabilities and position it as the leader in an overlooked market.
2. Affective: Develop a sense a security and reassurance with the use of Pattax Glue, the glue that can do anything.
3. Conative: Use more glue. Inspire the use of Pattax Glue in a situation where glue may not have traditionally been the consumers first solution.

Positioning
Pattax Glue suffers from the commoditization of its product as “super glue.” Furthermore, “super glue” is seen as a quick fix instead of a lasting solution. This campaign aims to position Pattax Glue as a permanent and lasting solution to many problems. By relating emotional connections of longevity, security and versatility to “super glue”, Pattax aims to be a nostalgic household name-brand.

Consumer Promise
Pattax Glue makes it easy for you to put your worries to rest about whether your “super glue” will have a lasting hold.

ADDITIONAL EXECUTION

1. Visual: Stone Henge
2. Copy: Long lasting glue