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.
source: macobserver.com

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.

Two very creative washroom ads

If you want people's attention, you must be creative.

Advertising Agency: Marcel, Paris, France.
Released: June 2009

Wednesday, June 17, 2009

BBDO chairman replies Cannes critique

Chairman of BBDO and president of this year's film and press juries at Cannes, David Lubars replied Bob Garfield's critique (click here to see the post about Garfield's critique), saying the good works and professionals should always be awarded. But he also said the quality of this year's advertising declined.

I agree that the good professionals should be rewarded, but I still think Canne's methods and purpose are somehow blurry. It will continue to be an award to the biggest agencies with the biggest clients, with no real meaning.
Via Ad Age

The Black Pixel Project

Another smart campaign from Greenpeace. The Black Pixel, made by AlmapBBDO and Greenpeace Brazil, is a project to engage everyone in the fight against global warming and it consists in a very simple idea. Go to http://www.greenpeaceblackpixel.org/#/en and install a black pixel in your monitor. That black pixel, added to other black pixels around the world, will save watts, and by saving watts you give your contribution to the global warming fight.
So far 5,500 black pixels were installed, saving 112,495 watts, the same as 2,812 lamps off for one hour. The goal is to install 1 million black pixels.

Tuesday, June 16, 2009

Zack Johnson's viral videos

You won't believe who's behind this viral campaign. It doesn't look like a commercial, but it is. A really well done commercial. It's a story of a guy who wakes up one day to find his "guy parts" gone and replaced by "girl parts". I'm gonna post the video with the 4 episodes so far.

Need a clue? Watch the last episode again, the part he goes to the women's washroom. See a brand there? Yes, it's Procter&Gamble's Tampax. It was made by Leo Burnett from Chicago, and quoting a P&G's spokesman "It was inexpensive for us to do this one little effort and kind of get a feel for how much pickup it gets, if it goes viral or if it doesn't". Well, it did.
Nice approach by P&G to reach the young audience. It's amazing how they created a story with a guy as main character so connected to the girls' world. No one would think of choosing a guy as spokesman to sell tampons. Hats off to P&G and Leo Burnett.
via Ad Age

Cannes doesn't matter anymore

Very interesting article by Bob Garfield, posted on Ad Age. The lion's prestige is falling apart, which is a process that started many years ago, with the ghost ads scandal.
During the 4 years I spent in university I heard "advertising is not about the award, it's about the client", and it's true. But at the same time we testified names being branded through Cannes. That doesn't look like happening anymore. Having a gold lion today means less than it did 15 years ago. Cannes submissions this year are down 20%, and the attendees is even steeper, something around 40%. Maybe it's the global recession. Maybe. But I think the agencies and, especially, the advertising professionals don't have the "Cannes fantasy" any longer. Clients are more interested in successful cases rather than statues shelves. And the focus should always be them. Cannes doesn't matter anymore.

Here's the link to Bob's article: http://adage.com/article?article_id=137301

Monday, June 15, 2009

Ad of the day - June 15th

Bad food, bad dog.

Advertising Agency: Prolam Y&R Santiago, Santiago, Chile
Executive Creative Director: Tony Sarroca
Regional Executive Creative Director: Guillermo Vega
Creative Directors: Francisco Cavada, Alvaro Becker
Art Directors: Fabrizio Capraro, Andres Echeverria
Digital Retoucher / Illustrator: Raul Pardo
Account Supervisor: Juan Carlos Meza
Published: April 2009