Mars – Message From Mars




Describe the challenges and key objectives
Engage youngsters with the Mars brand; allow them to participate with the brand. Prove that Mars, as an iconic brand, is able to keep coming up with innovative, fun stuff. Raise brand awareness by doing a remarkable campaign.
Describe the brief from the client
Mars is one of the most classic brands in its category: it’s a true iconic brand.
To stay top of mind the brand has to keep proving its relevancy and therefore shifted its focus on engaging youngsters (16-24) with remarkable campaigns and actions.
Mars asked us to create a sales activation in which we engage the target audience. Not by telling them the ‘feel good energy’ brand proposition, but by giving them the opportunity to experience the brand in a whole new way.
Describe how you arrived at the final design
We erased the logo from the Mars bar thereby creating a black bar. We developed a set of stickers with the complete alphabet in Mars typography, including punctuation marks.
This way the bar became an interactive object that gave people the possibility to create their own messages and give these to friends, colleagues or family. Interaction was thereby created through the heart of the brand: on the package where normally the logo is printed.
Give some indication of how successful the outcome was in the market
The black bar and the campaign around it stimulated the target audience to create messages and personalise their Mars bars.
24.000 extra sticker-sets where ordered via the campaign-website. Mars saw an increase in sales of 12 % in OOH and 5% in grocery. Additionally brand preference amidst youngsters increased by 4%.

Advertising Agency: FHV BBDO, Netherlands
Creative Director: Mark Muller
Copywriter: Mark Muller
Art Directors: Joris Tol, Gijs Sluijters, Thomas Aberson, Demy Sapthu, Joris van Elk
Photographer: Studio Beerling


Stern Fast News – News have never been this fast


The goal was to establish stern.de as the fastest news website in Germany. To achieve this, we combined a promotion in a movie theatre with a cinema ad. First, something relevant to the news happens in the cinema audience. Only two minutes later, an ad for stern.de in the same cinema deals with just this event.
The Promotion: In the middle of a cinema, shortly before the main feature. A pregnant woman in the audience gets contractions. She gets up, shouting in pain, and leaves the theatre with her husband.
The Cinema Ad: While the audience is still discussing this event, the following cinema ad is screened:
Chart and Announcer: “Now on stern.de”
The chart is followed by a screenshot of the stern.de website with a photo showing the woman and her husband in the foyer of the cinema with newly-born twins in their arms.
Announcer: “Twins born at cinema in Hamburg.”
Chart and Announcer: “News has never been this fast. stern.de”

The target market is composed of young, Internet-savvy people, who are easily reached in cinemas. By combining the cinema ad and the promotion we didn’t only claim that stern.de is especially fast – but also proved it. And our target audience witnessed this fact firsthand.
As the promotion was unseen and surprising, word of mouth generated a significant spread. Hits on stern.de increased significantly after the promotion.

Advertising Agency: Grabarz & Partner
Creative Director: Ralf Heuel
Copywriter: Paul Von Muhlendahl
Art Director: Fedja Kehl

New York Festival 2009/2 Gold

Clio Awards 2009/Silver

Cannes Lion 2008/Gold


Kempertrautmann for Comedy Central – They take it seriusly

MTV Comedy Central in Germany has run two award-winning print advertising campaigns using the tag line, “We Take It Seriously”. The print advertisements show slapstick scenarios illustrated in simple cartoons, enhanced with the stamp of MTV Comedy Central, “Wir nehmen es Ernst”, translated in English as “We Take It Seriously”.
The first series won silver for outdoor at Eurobest 2007, silver for illustration in the London International Awards 2007, gold at the ADCE awards 2008, winner in the 15th Cresta Award for poster, silver for print at the NY Awards, bronze at Clio 2008. The second series has won a Silver Press Lion at Cannes 2008 and a print Gold at ADCE Awards 2008.

2007 – CACTUS/ADOLF/RAKE/STEPS

2008 – BIRD/DOOR/CHAIR/TWINS

2009 – ELEPHANT/FLIES/HEDGEHOG/TARTE

2009 – NOW, ECO-FRIENDLY

Advertising Agency: KemperTrautmann, Hamburg
Creative Director / Copywriter / Illustrator: Mathias Lamken
Art Directors: Mathias Lamken, Simon Jasper Philipp


UHU – The Stickiest Ad in the World

Insights, Strategy & the Idea
To convey the product advantages “fast” and “strong” of UHU one-second adhesive in such a way that they would ‘stick’ in the target group’s minds.
Basically everyone knows, and uses, UHU.
Compared to our competitors, we are faster and stronger. That is where the idea comes from.
It showed the product features both clear and unseen.

Creative Execution
The ‘stickiest’ UHU ad ever. We took over a complete commercial break. In the first UHU ad, a man hangs his coat on a hook that he stuck onto the wall just a second before. In the following three ads from other companies, the coat remains unmoved, in the centre of the picture. In the final UHU ad, a young woman hangs her bag on the hook. Payoff: Super-strong. And super-fast. UHU one-second adhesive.

Results and Effectiveness
Click-through rates from the website during the time the campaign was on air rose by 14%. In additon to that, numerous comments were posted on blogs as moderators of the sequence, interrupted by advertising, focussed on the ad.

Advertising Agency: Serviceplan, Munich

Executive Creative Director: Matthias Harbeck
Chief Executive Creative Director: Alex Schill
Creative Directors: Matthias Harbeck, Oliver Palmer
Copywriter: Oliver Palmer
Art Director: Therese Stüssel
Production Company: Neverest, Munich
Film Director: Helmut Huber


Polo – Snow Stamp


Polo mints first rolled off the production line in 1948, they proved to be a hit with the Great British public and are now the nation’s favourite mint.’The Mint with the Hole’ is instantly recognised by its distinguished shape and is now considered a British design icon.
Our objective was to freshen up the image of the much loved mint, to make it feel relevant to today’s society to both new and existing consumers whilst communicating its fresh, white mintiness.
In December 2009 the entire UK was covered in a fresh, white blanket of snow, this gave us the idea to use the fresh, white snow as a blank canvas.
We had a small window of opportunity to take advantage of the fresh, white blanket of snow that had covered in UK.
We needed to act fast with a simple, fresh and effective idea, a tactical idea that used the heavy snowfall to illustrate the white, fresh nature of the mint. So we produced a tactical ambient idea for the brand, a ‘Polo snow stamp’.
When stamped in thick, fresh snow it left a near perfect replica of the iconic fresh, white.
The purpose of this idea was to create a buzz around an old, iconic brand, to freshen up the perception of Polo mints in today’s society.The communication reinforced the ‘fresh’ association with the brand and gave passers-by a smile as they made their way through the thick, fresh snow. We wanted people to talk about Polo mints, the communication provoked an online reaction with many passers-by photographing the snow Polo’s and circulating them the blogs and social media sites.
One passer-by said she ‘couldn’t believe her eyes’ when she walked passed a large Polo mint stamped in the snow.

Advertising Agency: JWT, London
Executive Creative Director: Russell Ramsey
Creative Director: Russell Ramsey/Jason Berry
Copywriter: Phillip Meyler/Darren Keff
Art Director: Phillip Meyler/Darren Keff


Coca-Cola (1998/2010) – Modern Print Ads

Coca-Cola Italia – BLIND BOTTLE


Advertising Agency: Leo Burnett, Milan
Creative Director: Fabrizio Russo
Copywriter: Maria Paola di Stefano
Art Director:Sandro Olivieri
Photographer: Studio Neon
Year: 1998

Coca-Cola Classic – SEALS/PENGUIN



Advertising Agency: Publicis Conseil
Creative Director: Olivier Desmettre
Art Director: Fabrice Delacourt
Photographer: Jeal-Noel Leblanc Bontemps
Year: 1999

Coca-Cola Brazil – TRUCK/HYDRANT



Advertising Agency: McCann Erikson Brazil
Creative Director: Luiz Nogueira
Copywriter: Monica Maligo
Art Director: Jose Luiz Vaz
Photographer: Mauro Risch
Year: 1999

Coca-Cola India – BARCODE


Advertising Agency: Leo Burnett India
Creative Director: KV Sridhar
Art Director:KV Sridhar
Year: 1999

Coca-Cola India – GLASSES


Advertising Agency: Leo Burnett India
Creative Director: Agnello Dias
Copywriter: SM Talha
Art Director: Vijay Kartik
Photographer: Prased Naik
Year: 2001

Coca-Cola New Zealand – ENJOY Campaign




Advertising Agency: Publicis Mojo, New Zealand
Creative Director: Laclhan Mcpherson
Copywriter: Seymour Pope
Art Director: Laclhan Mcpherson
Photographer/Illustrator: Kane Mcpherson/Mike Shepherd
Year: 2001

Coca-Cola Spain – FISH TANK/NEW HOUSE



Advertising Agency: El Laboratorio, Spain
Creative Director: Carlos Holemans/Eduard  Farran
Art Director: Armanda Carbonell
Photographer: Sara Zorraquino
Year: 2002

Coca-Cola Poland – BOOKSHELF/PENCIL



Advertising Agency: McCann Erickson Polska
Creative Director: Damir Brajdic
Copywriter: Katarzyna Orseszek-Korobleuska
Art Director: Arkadiusz Pawlik
Photographer: Jacek Wotowski
Year: 2003

Coca-Cola India – BARBER SHOP/MAN IN THE SHADOW

In India, the word ‘Thanda’ has many meanings. It means ‘cool’, ‘cold’, as well as ‘refreshing’. Any refreshing drink, including soft drinks are also referred to as ‘thanda’. Guests are asked whether they would prefer coffee, tea or ‘thanda’ (something cool and refreshing). Therefore the headline in Hindi (the local language) means “Cool Means Coca-Cola”.


Advertising Agency: McCann Erickson India
Creative Director: Prasoon Joshi
Copywriter: Prasoon Joshi
Art Director: Akshay Kapnadak
Photographer: Altaf Khan
Year: 2003
Gold Lion for the campaign

Coca-Cola India – REFRESHING WIND/REFRESHING BATH/REFRESHING RADIATOR




Advertising Agency: McCann Erickson India
Creative Director: Prasoon Joshi
Copywriter: Prasoon Joshi
Art Director: Akshay Kapnadak
Photographer: Altaf Khan
Year: 2004

Coca-Cola Italia – BOTTLE/KISS



Advertising Agency: McCann Erickson Milan
Creative Director: Alessandro Canale
Copywriter: Valerio Delle Foglie
Art Director: Antonio Mele
Photographer: Marco Ambrosi
Year: 2004

Coca-Cola UK – THE REAL WORLD OF COCA-COLA Campaign






Advertising Agency: Mother, London
Creative Director: Robert Saville/Mark Waites
Copywriter: Yan Elliot
Art Director: Luke Williamson
Typographer: Stephen Allen
Year: 2004

Coca-Cola de Argentina – FACES


Advertising Agency: McCann Erikson Argentina
Creative Director: Martin Mercado/Esteban Pigni
Copywriter: Pablo Romano/Martin Mercado/Esteban Pigni
Art Director: Christian Maselli/Diego Tuya/Denise Rodman
Photographer: Charlie Mainardi
Year: 2004

Coca-Cola, Germany – BLACK


Advertising Agency: Springer & Jacoby, Hamburg
Creative Director: Till Hohmann/Axel Thomsen/Bettina Olf
Copywriter: Birgit Bouer/Florian Kahler
Art Director: Jan Blumentritt
Year: 2005

Coca-Cola, Germany – THOUGHT/DREAM/IDEA


Headline: When a thought stays just a thought nothing changes.

Headline: Live your dream, don’t dream your life.

Headline: When an idea remains merely an n idea nothing changes.

Advertising Agency: Springer & Jacoby, Hamburg
Creative Director: Till Hohmann/Axel Thomsen/Bettina Olf
Copywriter: Menno Kluin
Art Director: Menno Kluin
Year: 2005

Coca-Cola Spain – CLOUDS/SHAME



Advertising Agency: McCann Erikson, Madrid
Creative Director: Marcos Garcia
Copywriter: Marcos Maggi
Art Director: Marcela Augustowsky
Illustrator: Genevive Glaucker
Year: 2005

Coca-Cola Spain – MANDALA/MOON/WAVE




Advertising Agency: McCann Erikson, Madrid
Creative Director: Marcos Garcia
Copywriter: David Moure/Pablo Castellano
Art Director: Javier Wandosell
Illustrator: Javier Wandosell
Year: 2005

Coca-Cola Philippines – VALENTINES


Advertising Agency: McCann Erikson Philippines
Creative Director: Peter Acuna/Carlo Directo/Micky Domingo
Copywriter: Lisa Kahn
Art Director: Che Soriano
Photographer: Jeanne Young
Year: 2005

Coca-Cola Japan – Coke, Please Campaign




Advertising Agency: Dentsu, Tokyo
Creative Director: Tohru Tanaka
Copywriter: Hirokazu Ueda/Satoshi Hanai
Art Director: Kengo Kato
Photographer: Shu Akashi
Year: 2007

Coca-Cola Pacific – SURFER

Advertising Agency: Ogilvy & Mather, Singapore
Creative Director: Sanol Dabral
Copywriter: Neil Flory
Art Director: Alan Vladusic
Year: 2007

Coca-Cola New Zealand – SUMMER AS IT SHOULD BE



Advertising Agency: Publicis Mojo, Auckland
Creative Director: Nick Worthington
Copywriter: Guy Denniston
Art Director: Emmanuel Bougnerers
Year: 2007

Coke Side of Life Campaign – LIQUID SPLASH/COLOUR SPLASH/GUNS/TOGETHER/STRAWS/RAINBOW HAND






Advertising Agency: Wieden+Kennedy, Amsterdam
Executive Creative Director: Al Moseley/John Norman
Creative Director: Rick Condos/Hunter Hindman
Copywriter: Rick Condos/Giles Montgomery
Art Director: Hunter Hindman
Illustrator: Dave Fikkert/Pierre Janneau/Genevieve Gauckler/Spencer Wilson
Year: 2007

Coke Side of Life – COCA-COLA ART GALLERY

In 2006, Wieden+Kennedy Amsterdam has commissioned artists and collectives from around the world to create experimental work for the global “The Coke Side of Life” campaign. The result is a range of original artworks by emerging image-makers as different as Catalina Estrada, Geneviève Gauckler or the Peepshow Collective, … many of whom have gone on to make strong impacts in today’s graphic design & art scene.
The ‘Coca-Cola’ Art Gallery is a collection of images that has been designed by leading artists and designers. They have all depicted their own interpretation of ‘The Coke Side of Life’ philosophy.
The work of the artists reflects various styles, personalities and cultures, and all designs have one thing in common: they are colourful explosions of energy, optimism and happiness.
Throughout its 120-year history, advertising and communication has played a vital role in shaping ‘Coca-Cola’ into an iconic, cultural and timeless brand. Over the years, ‘Coca-Cola’ has continually challenged artists and agencies to create innovative refreshing images.
The diverse backgrounds of the contributing artists and designers, has resulted in a range of images that reflect different cultures and societies. By combining the iconic original glass bottle image with up-to-date illustration techniques and styles, the artists have given rise to a progressive style of visual expression.
‘Coca-Cola’ has always had a strong artistic heritage having been famously interpreted by artists such as Haddon Sundblom, Norman Rockwell and Andy Warhol who have all reflected the social and cultural attitudes of the time.

Live the Coke Side of the Music – VIOLIN/FACES/INSTRUMENTS




Advertising Agency: JWT Brazil
Creative Director:Richardo Chester/Roberto Fernandez
Art Director: Roberto Fernandez
Illustrator: Roberto Fernandez
Year: 2007

Coca-Cola  – CREATED IN 1886

After years of cool marketing campaigns revolving around football, music and latterly computer gaming, the world’s most famous brand is going back to basics. Coca-Cola has been communicating about its product, what’s in it “Nothing artificial. Never had been, never will be” and the product heritage, dating back to 1886 when John Pemberton created his secret formula.

Advertising Agency: Weiden+Kennedy, Portland
Year: 2008

Open Happiness Campaign – BRRR/AHHH/BURP/FIZZZ/PSSST/GULP

“Open Happiness”is an advertising focus building on the award-winning “Coke Side of Life” campaign. The new tag line, seen in this series of print advertisements, will serve as a platform for all integrated marketing for the Coca Cola brand around the world, tying together the pleasure of opening up a drink and the satisfaction of sharing with others. Open Happiness is designed to work at every level, from national advertising all the way down to coolers and store shelves, with a clear call to action at the point of purchase.”






Advertising Agency: Wieden+Kennedy, Amsterdam
Executive Creative Director: Jeff Kling/John Norman
Creative Director: Jorge Calleja/Sue Anderson
Copywriter: Sue nderson
Art Director: Craig Williams/Pierre Janneau
Illustrator: Pierre Janneau
Year: 2009

Open Happines Campaign from Coca-Cola Pacific – BURP/LAUGH LINE/SMILE

This poster campaign introduce Coca-Cola’s new Open Happiness platform to a relatively young audience — locally.
These “bottles” executed in a breezy manner bring out the full flavour of the Open Happiness campaign. The light-hearted messages in the shape of iconic Coke bottles invite the audience “to open happiness” — even without overt Coke branding.



Advertising Agency: Euro RSCG, Singapore
Creative Director: Alfred Wee
Copywriter: Wong Wai Ling
Art Director: Jimmy Kim/Seah Ting Ting
Illustrator: Evan Lim
Year: 2010


MINI – Size



A MINI still has the public image of being a small car. MINI wanted to correct this misconception with the help of a guerrilla campaign that focused playfully on exactly that key asset of a MINI – its size. The goal of the campaign was to make the target audience realize that a MINI offers much more space than is commonly assumed. To “prove” this, the size of a MINI car was used in a witty and slightly exaggerated way: at several locations in a number of Swiss cities life-size front views of a MINI car were installed, complete with an open driver’s door. The locations chosen were entrances and exits of underpasses and escalators (leading, for example, to train stations) in areas frequented by many passers-by. Those passers-by who stood directly in front of this very life-like MINI duplicate got the impression that a host of people were getting in and out of that presumably so small car. This eye catcher with trompe-l’oeil effect was an effective way of getting people’s attention. In addition, the typical MINI humor of this tongue-in cheek approach confirmed MINI’s status as a “cult” brand. Good for a golden lion for Best use of Ambient Media.


Advertising Agency: Jung von Matt, Zurich

Creative Directors: Alexander Jaggy/Michael Rottmann
Art Director: Hendrik Schweder
Art Director: David Hanselmann
Copywriters: Lars Haensell/Ole Kleinhans


Follow

Get every new post delivered to your Inbox.

Join 1,698 other followers