Saturday, August 22, 2009

Time Machine #3

Very popular and successful campaign by Amnesty International published during the Beijing olympic games last year, taking advantage of the buzz created around the event to open everyone's eyes to the violation of human rights in China. With very graphic ads, they made a connection between the sports and the torture people suffer. Definitely, a great example of powerful concept and perfect timing, and usually when these two factors are together the chances are you got an incredible advertising campaign.

After the Olympic Games, the fight for human rights must go on.

Advertising Agency: TBWA\Paris, France
Executive Creative Director / Creative Director: Erik Vervroegen
Copywriter: Benoit Leroux
Art Director: Philippe Taroux
Photographer: Marc Gouby
Art Buyer: Barbara Chevalier
Account Supervisors: Anne Vincent, Tiphaine Ruault du Plessis

Friday, July 24, 2009

Redesigning a logo - The Pepsi case

Changes are always difficult to deal with. Specially if it’s something you’re used to see for many years, and suddenly that same thing changes completely. That’s why redesigning a logo can be very tricky. You’re dealing with a human feeling, and you can’t change that. And if it’s not well done, you may throw away years and years (and lots of money) of successful branding and marketing campaign. Of course a person will not stop buying a product just because its logo has changed. But it will cost you a lot of money in marketing and advertising campaigns to make everyone familiar and comfortable with the change. And that’s what Pepsi is going through. Their new logo is generating a lot of comments. Some good, but some of them are really bad. My personal opinion: I like it. The slim font looks way better than the bold one and the logo looks young and modern, which is what Pepsi is all about. So I don’t understand all that fuzz around it. Maybe in a few years people will think different.

The only thing I don’t agree with is the way that the logo changes from the regular Pepsi to the light Pepsi. You can’t have two logos, even though the idea of making a thinner element for a light product is interesting. But they could have done this with the can, for example. Not with the logo.

Check out the Pepsi logo evolution below, and some other interesting examples of logo redesign.

pics via abduzeedo

Monday, July 13, 2009

Creative business cards

A business card is probably the most important institutional advertising a company or professional can have. It should be a reflection of the company's core values, and a creative business makes a huge difference of the first impression people have about you or your company. Marketers and advertisers are always thinking about how to make brands memorable for their customers. So here's a suggestion. Before anything, take a good look at your business card. Don't think of it as a piece of paper with your contact info, but as a piece of your communication plan, with concept, art direction, copy and everything else. Here's some cool examples that may inspire you:
Advertising Agency: Leo Burnett, Toronto, Canada
Creative Directors: Judy John, Israel Diaz
Art Director: Paul Giannetta
Copywriter: Sean Barlow
Photographer: Mark Zibert
Released: February 2009

Advertising Agency: Fischer Portugal, Lisbon, Portugal
Creative Director: Diogo Mello
Art Director: Marco Martins
Copywriter: Rafael Pitanguy
Released: March 2009

Advertising Agency: Marked for Trade
Creative Director / Art Director: Phil Jones
Copywriter: Ryan Coleman
Photographer: Jeff McCullough
Released: December 2008

Advertising Agency: BBDO Bangkok, Bangkok, Thailand
Creative Directors: Suthisak Sucharittanonta, Nikrom Kulkosa, Vasan Wangpaitoon, Juntiga Nasunee
Art Directors: Keatnapin Sobhinnon, Nikrom Kulkosa, Vasan Wangpaitoon
Copywriters: Phairat Uaphadunglert, Juntiga Nasunee, Suthisak Sucharittanonta
Illustrator: Sinothai Samseethong
Photographers: Settaphan Rummanee, Nuth Rungruang
Published: March 2008

Advertising Agency: DDB, Milan, Italy
Creative Director: Vicky Gitto
Art Directors: Aureliano Fontana, Cristina Marcellini
Copywriters: Valerio Le Moli, Bruno Vohwinkel

Thursday, July 9, 2009

10 principles to keep in mind when creating an ad

Very interesting tips for advertisers around the world. This article is a little old, but it's still very useful. Maybe that's the beauty of it.

1. No one cares about your company.

You might be intimately familiar with your product or service. You might even love it. But your audience doesn’t. Your ad has to give them a reason to care. Consumers don’t think in terms of features and benefits. Those are marketing terms. Consumers want something that will make their lives easier or bring them success. How will your product or service do this? More importantly, how will your ad convince them it will?

2. Don’t let fear motivate you.

One of the biggest mistakes you can make is to second-guess your audience’s ability to understand. Think of Goodby, Silverstein & Partners’ “Got Milk?” campaign. The entire message is based on the absence of milk. Without picturing milk in a variety of scenarios, the agency created a world without milk. If somewhere along the line, the California Fluid Milk Processor Advisory Board (the client) had rejected the no-milk concept because it didn’t adequately promote the product or make milk “the hero,” the resulting campaign would have been very different. And probably far less memorable.

3. If it works on you, it will work on them.

You are a consumer. You read ads and buy things. If your ad doesn’t convince you, chances are it won’t convince your audience.

4. Talk about one thing.

Volkswagen once ran an ad whose headline read: “It makes your house look bigger.” The message was simple: VW Beetles are small. The headline didn’t mention the car’s gas mileage, price, or engineering. It didn’t even mention VW. It got people to think small is good.

5. Say it differently.

Take the one thing you want to communicate and come up with different ways to say it. In the VW example above, the headline didn’t say “VW Beetles are small.” Think of ways to state an ordinary message in an unusual way so that it gets attention.

6. Let your audience draw their own conclusions.

When Steven Spielberg first screened Jaws, the audience laughed at the shark. His solution? Remove the shark. In the end, you see the entire shark in only a few scenes. But the movie is still terrifying. The same principle applies to advertising. Don’t be afraid to let consumers draw their own conclusion about your company or product. The conclusions we make for ourselves are usually the most powerful.

7. Make design and copy work together.

The headline and image tell the story. Don’t let the visual design overpower the message. And don’t rely on copy alone to convey the entire idea. A headline should never tell you what is in the picture. And graphic design should never be used merely to fill space.

8. Create an emotion.

The worst thing an ad can do is be boring. A series of physiological events occurs when we’re happy, sad, entertained, or angered. Use this to your advantage. Make sure you generate a response in the person looking at your ad. Any response is better than no response.

9. Sell something, don’t just talk.

Imagine this: You’re looking for a new car. You have one in mind. You arrive at the dealership, see the perfect car on the lot, and go inside to inquire about it. Instead of answering your questions, the salesperson launches into a history of the car dealership. Do you care? In advertising, always stay focused on what you’re selling and anticipate the consumer’s needs.

10. Make them respond.

The best ads demand a response. They make consumers want to act. Always give your audience a reason to act and the means for doing so, whether that’s a phone number, fax number, or web address.

To read the full article, click here

via Ad Age

Wednesday, July 8, 2009

Awareness test

via Buzz

Saturday, July 4, 2009

The bleeding billboard

I love creative billboards. You pass by hundreds of billboards everyday, and I bet you don't notice 90% of them. But this one I'm sure you would notice.

Advertising Agency: Colenso BBDO, Auckland, New Zealand
Photographer: Steven Boniface
Executive Creative Director: Nick Worthington
Art Director: Emmanuel Bougneres
Copywriter: Nick Worthington
Agency Producer: Paul Courtney
Producer: Rollercoaster Design
Account Director: Scott Coldham
Senior Account Manager: Janelle Van Wonderen

Some other cool and creative billboards I've seen recently:

Thursday, July 2, 2009

The environmentally-not-too-friendly bags

This line of environmentally-friendly bags, created by TBWA\Vancouver, shows that you can be eco-friendly and politically incorrect at the same time.
via directdaily

Ad of the day - July 2nd

Advertising Agency: Ponce, Buenos Aires, Argentina
Executive Creative Directors: Hernán Ponce, Hernán Ibarra, Walter Aregger
Creative Directors: Analía Rios, Ricardo Armentano
Art Director: Pedro Losada
Copywriter: Antonio De Federico
Advertiser’s Supervisor: Pablo Gazzera/Tomas Marcenaro/Santiago Hunt/Fernando Laratro
Account Supervisor: Nestor Ferreyro
Photographer: Martin Sigal
Client Services Director: Vanina Rudaeff

Tuesday, June 30, 2009

Cannes Lions 2009 #3

Then people ask me why I don't like advertising awards. This campaign below won the Press Grand Prix in Cannes 2009. Why I wouldn't know. It looks more like a photographer's portfolio than an advertising campaign. Let's imagine you don't know what Wrangler sells. You would continue not knowing based on these ads. What's the concept? People behave like animals? What it has to do with jeans? What motivates the consumer to buy the product? What are their features? Well, I don't know the answer to those questions. Probably the jury knows.

Advertising Agency: FFL Paris, France
Executive Creative Directors: Fred & Farid
Art Director / Copywriters: Julie Louison, Perinne Durand:
Agency Supervisors: Fred & Farid, Daniel Dormeyer, Brani Branitcheva, Vassilios Basos, Paola Bersi
Advertiser Supervisor: Giorgio Presca, Mark Cuthbert, Gary Burnand, Carmen Claes
Art Buyers: Camille Guerrier, Charlotte Delobelle
Media Strategy and Buying: FFL Media, Pascal Crifo

Ikea's staircase drawer

When everyone else sees a stair, the creative mind sees a drawer.
Advertising Agency: Lowe, Kuala Lumpur, Malaysia
Executive Creative Director: Ng Heok Seong
Creative Director: Ng Heok Seong
Copywriter: Mohan Prabhakar
Advertiser’s Supervisor: Yeong Tze Kuen
Account Supervisor: Ong Bee Lin/Nicole Wong
Producer: Eddie Lee
Art Director: Joseph Lee
Illustrator: Desmond Phang
Photographer: Hoch/Studio Pashe
via I believe in advertising

Monday, June 29, 2009

Eye tracking billboard

That's the world's first billboard which reacts when people are looking at it. There's a camera in the billboard, and when you look at it the image changes. The challenge was to raise awareness to domestic violence, and the solution is terrific. When you are not looking at the billboard, there's a man beating his wife, but as soon as you turn your head to look directly at it, appears an image of a happy couple, with the copy "It happens when nobody is watching". An amazing example of technology combined to a great and powerful concept.

Advertising Agency: Jung von Matt, Hamburg, Germany
Executive Creative Directors: Wolfgang Schneider, Mathias Stiller
Creative Directors: David Mously, Jan Harbeck
Copywriter: Nicolas Linde
Account Supervisors: Frank Lotze, Ilan Schaefer, Ina Neumann, Melanie Ebensperger, Simone Buchcik
Art Buyer: Marjorie Jorrot
Art Director: Duc Nguyen
Photographer: Dirk Heinrich
Agency Producer: S. Hannemann
Media Agency: Wall Ag
Final Artwork: C. Von Bartkowski
via I believe in advertising

One thousand

Next Wednesday Photoshop F.C. completes 1 week of existence, and it has passed 1000 visits already. I know it's not much, but I didn't expect that kind of traffic so soon. I'm really glad people are enjoying reading the stuff I post here. It's been an amazing experience for me, and everyday I wake up I can't wait to come here and post something interesting. If you have any comments, suggestions or critiques please share with me, I'd be more than happy to hear them.

And since I'm a little inspired today, I've done something to celebrate the 1000 mark.

Thanks everyone!

Sunday, June 28, 2009

Keep Moonwalking

via kibeloco

Friday, June 26, 2009

Cannes Lions 2009 #2

Another campaign from Cannes 2009. This one is to promote Air India's daily flights to all over the world. The ads are simple but very efficient. It has a tasteful approach and the use of different cultures and ethnics within the families gives a very human touch to the campaign, while communicates brilliantly the message.

Advertising Agency: DDB Mudra, Bangalore, India
Chief Creative Officer: Bobby Pawar
Executive Creative Director: Joono Simon
Copywriter: Melissa Roshini
Advertiser's Supervisor: Aloke Singh
Planner: Krupanand S
Account Supervisors: Kapil Bhatia, Yughandar
Art Director: Melissa Roshini
Illustrator: Mahesh N S
Photographer: Syed Zubair
Stylist: Anu Yadav

Thursday, June 25, 2009

Cannes Lions 2009

Although I'm not a big fan of advertising awards, I must admit there are some really interesting works and ideas in those, so I'm going to post some of the winners and nominees here. The first one is a campaign for Fiat, with the objective to show they are worried about the environment.

Advertising Agency: Marcel, Paris, France
Chief Creative Officers: Frederic Temin, Anne De Maupeou
Copywriter: Eric Jannon
Advertiser's Supervisor: Olivier François, Arnaud Belloni, Maurizio Spagnulo
Account Supervisor: Frederic Témin
Art Buyer: Jean-Eric Le Coniac
Art Director: Dimitri Guerassimov
Photographers: Ebo Fraterman, Roman Schwienbacher
Digital Artwork: Le Moulin De Docs

Well, some people may think the idea of having live animals on a crash test is not very nice, but I thought it was a smart insight, specially the copy. "Engineered for a lower impact on the environment" is brilliant, and it completes very well the image.

What goes around...

comes around.

Advertising Agency: BIG ANT INTERNATIONAL New York, USA
Creative Director: Alfred Sewon Park
Copywriter: William Tran/Francisco Hui
via I believe in advertising

Wednesday, June 24, 2009

Go fetch

Amazing idea. It's something that amuses dog owners and entertains the dogs too. It was distributed for free in dog exercise areas of local parks. If I were Iams' marketing manager I would also add the frisbee to the dog food's package as a gift. Maybe it could boost their sales a little. But anyways, giving it away it's a good way to get free publicity among their main target.

Advertising Agency: Saatchi & Saatchi, Sydney, Australia
Creative Director: Steve Back
Art Director: Vince Lagana
Copywriters: Steve Jackson, Luke Chess
Photographer: Marc the Phodographer
Producer: Jeremy De Villiers
Account Manager: Eva Chown
Released: June 2008

The cab test

When you get into a taxi and tell the driver that you're in advertising, they often ask you whether you've done anything they might be familiar with.

Well, have you?

Ironically, the more awards you've been winning these days, the more likely the answer is "No."

Another interesting critique about the whole advertising awards discussion. To see Jeff Goodby's article, click here.

Tuesday, June 23, 2009

More Buenos Aires Zoo ads

As I promised here, I'm posting some really cool ads made by Saatchi & Saatchi for the Buenos Aires Zoo.

Awesome job, isn't it?

Brand loyalty down during recession

"A study from Catalina Marketing and the CMO Council finds that for the average brand, more than half of consumers - 52% - who were highly loyal to certain package-goods brands in 2007 became markedly less so last year." Click here to see the complete article on Ad Age.

Popular package-goods such as Crest, PineSol and Tylenol lost more than a third of their highly loyal customers. It's been a tough period for brands. Buyers are much more price-sensitive during the recession. Even Coke, which held more than 60% of its loyal consumers, saw its revenue decline 6%. And it gets worse. Researches show that customers who traded down to store brands in past recessions tend not to come back to the major brands.

So the question is: what to do? The first and easiest thing everyone thinks about is to cut off the price, but that's the last thing you should think about. Reducing the price could have the opposite effect. Instead of getting customers back, you may encourage brand switching in a long term scenario. Companies should think of marketing actions to reward the loyal customers, showing that being loyal to your brand pays off. Doing some direct marketing, with special coupons, could be an alternative, and I'm sure there are many others. With a 15 minutes brainstorm companies could have hundreds of possible solutions. Most of times the easiest solution is not the best one. In situations like that, you should always see the big picture and look for long term solutions.

Monday, June 22, 2009

Being an intern sucks

Interns do jobs nobody wants to do, work twice as hard, don't get paid and need to hear jokes even from the maintenance guy. For some reason, JWT New York didn't think it was enough. So they created this "welcome" t-shirt for the summer interns.
Advertising Agency: JWT, NY, USA
Executive Creative Directors: Kash Sree, Ty Montague
Art Director: Jackie Anzaldi
Copywriter: Adam Noel

I bet you think your internship is not that bad now...

Ad of the day - June 22nd

Advertising Agency: BBDO Guerrero/ Proximity, Philippines
Chief Creative Officer: David Guerrero
Executive Creative Director: Joel Limchoc
Executive Creative Director: Simon Welsh
Copywriter: Meggy De Guzman
Art Director: Dale Lopez
Retoucher: Dale Lopez
Retoucher: Manny Vailoces
Producer: Al Salvador

Advertising that works

The Get a Mac campaign started in 2006. In the 1st quarter of that year, Apple iMac's market share was at 4%, according to the market research firm Gartner. After 2 years and a half, in the 3rd quarter of 2008, iMac's market share reached 9,5%. A 135% growth. The iMac sales alone - more than $14 billion in 2008 - were greater than Apple's entire product lines in 2005, including the iPod. It can't get more effective than that.

The commercials are made by TBWA, starring Justin Long (from Die Hard 4.0) as the Mac and the humorist John Hodgman as the PC, and they are really well directed by Phil Morrison. It's almost if they were in a play, acting on a white background, with dialogues full of humor and sarcasm. Mac's brand image is well represented by its character. While PC is an old guy, with boring clothes and dorky look, Mac is cool, with casual clothes and has a younger attitude. Here's some of the 30' spots:

You can see all the TV spots here.

Saturday, June 20, 2009

Time Machine #2

Second edition of the Time Machine. This campaign was made by Saatchi & Saatchi for the Buenos Aires Zoo, in Argentina. It was published in 2003, and it's one of the most famous visual metaphors of all times. The campaign is to celebrate the Zoo's 115 years, and the way they transformed the briefing into this idea is simply brilliant. Very smart insight combined with great photography. No copy. The image speaks for itself.

By the way, Saatchi & Saatchi has made awesome campaigns for the Buenos Aires Zoo. I'm going to post some of them later.

Friday, June 19, 2009

Ad of the day - June 19th

Get them off your dog.
Advertising Agency: Saatchi & Saatchi Jakarta, Indonesia
Chief Creative Officer: Andy Greenaway
Executive Creative Director: Juhi Kalia
Art Directors: Aryanto Salim, Joel Clement
Copywriters: Pancaputera, Juhi Kalia
Photographer: Heret Frasthio
Producers: Annisa Mulyani, Muhammad Iskak
Account Supervisors: Dini D. Makmun, Shanty Lestari
Released: January 2009

Thursday, June 18, 2009

Thinking outside the box

Many factors should be considered when designing a package. The brand value and image are at stake. It plays a very important role in the positioning process and, if it's well done, can boost a product's sales. And it's even more important for certain categories of products, such as alcoholic drinks and electronic devices. Here's some examples of creative and efficient packaging designs:

And below there's a new trend in the packaging design, which is the reuse of the package after the product has been consumed. Packages are being used as furniture, decoration pieces, home appliances, toys etc. It's definitely a great way to add value to the product, giving your brand a huge advantage in the buying decision. Check out some examples:

As you can see, a product's package can be used in may ways, and it's very effective to promote a new product, a promotion or just to differentiate your brand from the others. So if your designing a package, think outside the box. Literally.