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: Momosapiens, Marseille, France
Art Director/Copywriter:Simon Reynard
Photogrpaher: Peter Beavis
Copy: “The beginning has never been this close to the end.”
Client: A short film festival.
PERCEIVED CREATIVE BRIEF
Advertising Strategy
- Cognitive: The films at the festival are short. The period of time from when the ad is viewed to when the festival begins is also short. The entire festival will last only a short time.
- Affective: The short films will be inherently interesting. The time it will take to view the films and attend the festival will fly by leaving the viewers with a lifetime of memories.
- Conative: Go to the festival.
Positioning
No matter who you are, you’ve experienced the fleeting passing of time while living a memorable moment. It always seems that the best times in our lives are over before we know it leaving us with only our fond memories. And that is exactly what this campaign seeks to evoke: The feeling that this festival and it’s films will leave lasting memories in too short of a time period. So many memories, in fact, you’ll think you’ve lived a lifetime. To further connect the ads to the festival, each one will present a conceptual synopsis of a film by blending the beginning with the end or by conceptually using the films key characters.
Consumer Promise
You are sure to remember these curiously short films.
ADDITIONAL EXECUTION
- Visual: Marathon runners on a track in street clothes (characters in one of the films) all fight and pile on top of each other to secure the closest position to the starting line. A referee in the back ground stands with a gun pointed to the sky ready to sound the go ahead. Just a few metes away is the finish line.
Copy: “The beginning has never been this close to the end.”
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
- Cognitive: I’m lucky if I have Curly Balls to snack on.
- 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.
- 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
- 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.”
- 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
- Cognitive: Adoption has an equally positive reaction on child and parent.
- 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.
- 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
- 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.
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.
