Handbuilt by Robots – Collett Dickenson Pearce for Fiat Strada (1979)
Posted: October 16, 2014 Filed under: Best Use of Television, Car, Event, Legendary, TV/Film, UK, Vintage | Tags: Car, Collett Dickenson Pearce, FIAT, Figaro, Handbuilt by robots, Hugh Hudson, Paul Weiland, The Strada Leave a comment
“A visual feast. For the audience in 1979 this was as close to sci-fi as you could get. It was like watching two minutes of the Star Wars movie – no one had seen anything like it before. The ad also makes it seem like lots of care has gone into building the cars.”
One evening in 1979, television viewers who hadn’t gone to the loo in the middle of News at Ten saw something very unusual, a commercial break completely taken up by one ad. It was a two-minute triumph showing a car being put together in a factory, and not a dirty blue overall in sight. The original idea for an ad to promote the new italian car was to use smoke coming out of the Vatican as a sign that a new car had been born. But at the drawing board, writer Paul Weiland remembered an item he had seen on the tv show Tomorrow’s World about the Fiat factory in Italy where cars were put together by robots. He tracked the footage down and decided it could form the basis of the new Fiat campaign. “In Europe the car was called the Ritmo, so I thought… what kind of music can I put with this?” recalls Weiland. “My knowledge of classical music was zilch but I remembered something called Figaro and thought: Figaro sounds like Ritmo! I put this music to it and everyone thought it was great…” If that part was easy, the filming of the commercial turned out to be a nightmare.
Ironically, when the production team led by the director Hugh Hudson arrived at the Fiat factory in Turin to shoot the film they had to run a gauntlet of pickets and burning tyres lit by workers protesting about robots taking their jobs. “When we arrived there, there was a strike, and we got locked in to the factory” recalls director Hugh Hudson. “We were locked in nobody operating, just someone to press the button. All the workers were out but we were in making the film…” “The commercial was quite expensive at that time, around 300.000 pounds” add Paul Weiland, “but they probably lost about seven million in production, because every two seconds we were having to stop the machines!”
The finished ad had no voice over and ended on a simple caption “Handbuilt by Robots”. Many ad makers believe its intelligent combination of music and camerawork make it one of the best TV commercials ever shown in UK.
Advertising Agency: Collett Dickenson Pearce
Copywriter: Paul Weiland
Art Director: Dave Horry
Director: Hugh Hudson
Production company: Hudson Films
Samsung Maestros Academy – The Future of Made in Italy with Samsung and Leo Burnett
Posted: May 26, 2014 Filed under: Ambient, Case History, Design, Digital, Event, Installation, Italy | Tags: Leo Burnett, Made in Italy, Milan, samsung, Samsung Maestros Academy, Smart Bike Leave a commentItalian craftsmanship has long been considered a renowned art form. Now, in a time when younger generations are gravitating to smartphones rather than toolboxes, expertise is only reminiscent of a bygone era. With the help of Leo Burnett Milan, Samsung created the first-ever digital conservatory called Maestros Academy to foster the next generation of Italian artisans in order to preserve “Made In Italy” excellences.
To bring to life the Samsung strategic role of “enabler” in people’s life, we looked at the current social situation in Italy: the disappearance of great handcrafting excellences which once brought Italy to greatness. At the same time, unemployment rate among young people is dramatically growing and younger generations are yearning for new opportunities to discover and express their potential and talent. Our idea aims to deal with this Italian paradox, reconnecting two generations, preserving the future of “Made in Italy” and fostering a new generation of Italian artisans. We want to demonstrate the great results that people and technology can achieve together.
For this reason we created Samsung Maestros Academy: the first digital and integrated platform where young talents can learn the secrets of “Made in Italy” masters, through every kind of smart-device, inspiring the youngest to preserve and innovate the greatest Italian heritage.
The idea of Samsung Maestros Academy was spread on digital channels (FB, Italian newspapers’ and lifestyle magazines websites, Confartigianato’s channels, LinkedIn, Twitter) to join the primary target of the initiative, digital natives, and drive them to the main platform, accessible from every consumer’s electronic device, such as smartphone, tablets, laptops and Smart-TV. The engagement platform consist in more than 40 video-lessons, full of invaluable ancient secrets, in-depth materials and live-interactive lessons, featured even on outdoor and digital-billboards in the major Italian squares, such as Duomo Square in Milan. A technology-enabled connection between two generations, that inspired Discovery Italia channels to produce a 12 episodes TV-series, telling our students’ best success, spread even thanks to Online and mobile TV channels platforms (Realtime.it, DMax.it, Discovery Italia digital platform). The project gained spontaneous echo on national newspapers, magazine and Tv-programs (Piazza Pulita) generating conversation even in the major Italian University.
Samsung Maestros Academy generated a great conversation on newspapers, social media and TV-programs, with more than 6 million TV-viewers, 1 million Youtube-views in few days, 4.5 million FB-users reached and 30 million media impressions -in Italy alone- becoming a big topic even in universities including “Università commerciale Luigi Bocconi”, “Università Cattolica del Sacro Cuore” in Milan, IED, “Università degli studi di Roma Tor Vergata” and even by Fashion Institute of Technology in New York.Thanks to an extensive network of touchpoints people learnt ancient crafts through every smart-device,empowering consumer-awareness on product-features and brand reputation.
During interactive-lessons, users asked very specific questions, proving a remarkable high user-engagement. Almost the 50% of live-lessons participants asked the Maestros to become an apprentice, exceeding the available positions by 300% on average. Maestros’ students produced with great success innovative design-items, inspiring even more young talents to preserve and innovate the greatest Italian heritage. After Maestro Pelizzoli’s course, Alice created a truly innovative bike, showcased with great success during the Milan Design Week event. Marina together with Maestro Siniscalchi tailored a shirt, featured on an important Italian newspaper, triggering even the curiosity of GQ. Anna and Valerio crafted a bag, immediately displayed by the prestigious “Flow” shop in Florence.The results achieved by many other students generated over 30 million media-impressions and reaching 4.5 million FB-users, on Italian market alone.
After few months, a student with her Maestro created Samsung Smart-Bike, the first safe-bicycle that protects the rider with its built-in smart-components, automatically activated through a Samsung smartphone. A responsive “safety-environment” that detects ambient-conditions and protects the driver in real-time. A concrete solution for the problem of bikes being the most “unsafe” way of moving in Italy and a real help to break the young people’s barrier with using appropriate safety-equipment.
The idea was to control a fixed-bike and its built-in smart components with a Samsung smartphone and a dedicated app, allowing the automatic control of four laser-beams, a safety-camera a GPS-tracking system, offering innovative safety-features. The first engineered bike and its paired app were presented to one of the greatest design fairs in the world: the Milan Design Week, with the endorsement of EXPO2015 representative of Urban Mobility capturing the interest of important journalists. Alice’s idea has been taken under consideration for applications according to EXPO scenarios, after being recognized as a big step-forward for urban-safety and sustainability.
Advertising Agency: Leo Burnett Italy
Executive Creative Directors: Francesco Bozza, Alessandro Antonini
Creative Director: Christopher Jones, Anna Meneguzzo, Cristiano Tonnarelli
Digital Creative Director: Paolo Boccardi
Copywriter: Alice Jasmine Crippa
Art Director: Alessia Casini, Gianluca Ignazzi
Creative Team: Cristina Bissanti, Felipe Iglesias, Alberto Lot, Lia Paganini
Project Manager: Andrea Castiglioni, Francesco Loprete
Producer: Riccardo Biancorosso, Gaia Fusaro
Art Buyer: Giada Cioffi
PR Coordinator: Maria Teresa Genovese
Managing Director: Niccolo Arletti
Brand Leader: Elena Korzhenevich
Account Supervisor: Luca Ruspini
Account Manager: Federica Giacomotti
Technical Director: Gianluca Mori
Production House: Magnolia
Jung von Matt for Pro Infirmis – Who is perfect, anyway?
Posted: December 6, 2013 Filed under: Ambient, Event, Installation, Switzerland, Testimonial | Tags: Alain Gsponer, Alex Oberholzer, Ambient, Because who is perfect?, disabled people, installation, Jung von Matt, mannequin, Pro Infirmis 1 Comment
A Swiss charity has created mannequins based on the bodies of disabled people in a bid to raise awareness that no one has a perfect body. Pro Infirmis, an organisation for people with disabilities, worked with people suffering from scoliosis (a curved spine), shortened limbs and a woman in a wheelchair. Each had a mannequin made to perfectly reflect their body shape – which, to their delight, was then displayed in a high street store in Zurich’s main shopping street.
The project was devised to mark the International Day of Persons with Disabilities this week. Called ‘Because who is perfect? Get closer’, the story is captured in a moving four-minute film directed by Alain Gsponer. The film follows four volunteers who enter a warehouse with trepidation. The models are radio host and film critic Alex Oberholzer, Miss Handicap 2010 Jasmine Rechsteiner, athlete Urs Kolly, actor Erwin Aljukić and blogger Nadja Schmid. The film captures the emotional moment each person sees their unique sculpture – and reveals the internal struggle some of those involved have accepting their appearance. Viewers then see the mannequins carefully dressed and placed in the front window in a shop on Bahnhofstrasse, Zurich’s main downtown street. Dave Thomas Junior contributed the music for the new work. The piece Lost at Sea was newly arranged specially for the Pro Infirmis film.
One model said: “Seeing it there for real is quite a shock. This, says the charity Pro Infirmis, is the point of the campaign. It hopes to raise awareness of people with disabilities, specifically in the image-obsessed worlds of fashion and retail. Upon seeing her mannequin, one woman declares: ‘It’s special to see yourself like this, when you usually can’t look at yourself in the mirror”.
Advertising Agency: Jung von Matt/Limmat, Zurich, Switzerland
Executive Creative Director: Alexander Jaggy
Art Director: Daniel Serrano
Copywriter: Samuel Wicki, Mateo Sacchetti
Graphic Designer: Lukas Frischknecht
Year: 2013
The throne awaits you, the adverts don’t… (Royal Baby in advertising)
Posted: July 25, 2013 Filed under: Best Use of Print, Beverages, Cliché, Coca-Cola, Digital, Event, Press/Outdoor, Testimonial, TV/Film, UK, Viral | Tags: Carling, Coca-Cola, Congratulations, Kate, Lego, Magnum, Mini, Nescafé, Oreo, Pampers, Royal Baby, Sony, The Sun, Twitter, Warburtons, Wills Leave a commentWithin hours of the announcement the Duke and Duchess of Cambridge had welcomed their baby boy into the world on Monday, a raft of companies took to Twitter advertising their brand along with cute messages of congratulation…
Carling Beer
Advertising agency: Creature, London
Year: 2013
Pampers
The diaper maker tweeted out a video stuffed with heart-tugging shots of babies under this headline: Every Little Baby is a Prince or Princess.
The Sun
Advertising agency: Grey London
Executive Creative Director: Nils Leonard
Creative Director: Dave Monk
Creative Team: Dominic Butler & Jasper Cho
Year: 2013
The Times
Advertising agency: Grey London
Executive Creative Director: Nils Leonard
Creative Director: Dave Monk
Creative Team: Dominic Butler & Jasper Cho
Year: 2013
Coca-Cola
The cola giant tweeted out a photo of two toasting Coke bottles, one labeled Wills and the other labeled Kate. The tweet read, “Time for a royal celebration.”
Warburtons
Advertising agency: WCRS, London
Copywriter: Steve Hawthorne
Art Director: Katy Hopkins
Creative Director: Billy Faithfull
Year: 2013
Johnson & Johnson
The baby products maker tweeted out a photo of a baby in a bathtub wearing an apparent crown made from baby shampoo bubbles. It also plans to run a print ad in People magazine featuring a baby’s hand holding onto a mother’s finger under the headline: “A parent’s love is the same the world over.”
Oreo
The cookie brand tweeted out a simple photo: An Oreo and milk-filled baby bottle sitting atop a very royal-looking, plush, velvet cushion. The tweet offers this: “Prepare the royal bottle service!”
Play-Doh
Magnum
Starbucks
Delta Airlines
Air New Zealand
Diet Coke
OXO
Sony Pictures
Nintendo
Lego
MINI
Vegas
Nescafé
Ceres Beer – #ivoteanyway (How a beer did what the government could not do)
Posted: May 6, 2013 Filed under: Alcoholic Drinks, Ambient, Case History, Event, Italy, Low Budget | Tags: Ambient, Bcube, Case History, ceres beer, ivoteanyway Leave a commentI’m an Executive Creative Director. And if you ask people who work with me, they’ll tell you that when it comes to judging our own works, I’m always hypercritical. That’s why I’ve never posted here any campaign coming from my agency.
But today I’m pretty proud of this project, so I decided to share it. Hope you’ll like it like I do.
Election time is near and Italian politicians, the most aged in Europe, never miss an opportunity to show their distance from young people and their needs. For a bureaucratic obstacle, thousands of students who live outside the country (e.g. for the Erasmus program) will not be able to vote from abroad. Despite the calls of the European Union and the students’ protest, no one can solve the problem. Ceres, one of the most popular beers in Italy, decides to prove that these guys are better than those who represent them in parliament.
Our goals were to boost the brand awareness becoming the main supporters of the movement and to bring the problem to the attention of everyone, inspiring the conversation about the right to vote and the sense of responsibility of young Italians. We knew that it would have also improved the reputation of Ceres, a beer with a high alcohol content: we wanted to show everyone that the guys who love Ceres are responsible and mature people, that care for themselves and for their country’s future.
Ceres is a strong beer. It believes it’s always worth to take a position, to stand, even if it means making difficult or inconvenient choices. Even if maybe you won’t win. This is the essence of the brand, it is called “Inglorious Heroism”, and it is summed up by the pay-off “The town needs heroes.” Students in Erasmus are real heroes in the midst of their quest to discover the world. These young heroes had been wronged and Ceres decided to help them to vote anyway. Italy is an old, tired country that needs the energy of young people. As the slogan of this operation says, “Italy needs of Heroes.”
We contacted representatives of the students in major European cities. We told them we wanted to organize symbolic elections to make them vote anyway. We launched the twitter hash tag #iovotolostesso (#ivoteanyway), we sent groups in each city a kit with everything they needed to run and publicize the symbolic elections: facsimile ballots, ballot boxes, flyers and posters. We also sent them a few packs of beer to celebrate at the end. The kit also contained instructions on how to create video appeals that students would send us and would become part of a collective promo video. The video was posted on the web, the students used it to spread the word and we sent it to mainstream media.
More groups spontaneously joined in. The symbolic elections took place in 26 European cities on the same days of the Italian real elections. We sent the symbolic results to the media a few hours before the close of official polling stations.
Results:
For the cause:
Thousands of students from 26 European cities joined the initiative. The protest achieved unprecedented visibility on all the national media: TV, newspapers magazines, radios, social media, news website and blogs. The operation opened a debate all around the country. #ivoteanyway became a tweet trend with more than 10.000 tweets in 10 days.
For the brand:
Brand search frequency on google: +470% in 10 days. Ceres was the most cited brand during the election week. People reached: 20 millions, one third of the italian population. Media investment: less than € 5,000.
Advertising Agency: Bcube, Milan
Executive Creative Director: Francesco Bozza
Creative Director: Sergio Spaccavento, Andrea Stanich
Creative Team: Sergio Spaccavento, Andrea Stanch, Alessandro Sciarpelletti, Silvia Savoia
Edit: Danilo Carlani, Alessio Dogana
Year: 2013
From Coke to Mikado – Don’t Underestimate the Power of a Red Button
Posted: March 13, 2013 Filed under: Ambient, Australia, Awards, Belgium, Beverages, Brazil, Cannes Lions, Case History, Cliché, Direct, Event, France, Installation, Press/Outdoor, Promotion, TV/Film, USA, Viral | Tags: Ambient, Belgium, Buzzman, Cannes Lions, Case History, Clemenger BBDO, Coca-Cola, Duval Guillaume, fantastic delites, France, funny, Happiness Truck, installation, Mikado, push the red button, push to add drama, resistence test, TNT Tv Channel, USA, Viral Leave a comment
Mikado – Resistance Test
Advertising Agency: Buzzman, Paris, France
CEO / Creative Director: Georges Mohammed-Chérif
Art Director: Louis Audard
Copywriter: Tristan Daltroff
Art Director Assistant: Clément Séchet
Year: 2013
TNT TV Channel – Dramatic surprise on an ice-cold day
Advertising Agency: Duval Guillaume Modem, Brussels
Creative Director: Geoffrey Hantson, Katrien Bottez
Copywriter: Dieter De Ridder
Art Director: Ad Van Ongeval
Production Company: Czar
Director: Koen Mortier
Year: 2013
Fantastic Delites – How Far Would You Go?
The Delite-o-matic is an interactive vending machine that dispenses free packs of Fantastic Delites simply by pushing a button hundreds of times or by performing challenges. The Delite-o-matic was put out on the streets to prove that because Fantastic Delites taste so good, people will go to incredible lengths to get their hands on them.
Advertising Agency: Clemenger BBDO, Australia
Creative Director: Karl Fleet
Digital Creative / Art Director: Oliver Prenton
Digital Creative / Copywriter: Matt O’Grady
Year: 2012
TNT TV Channel – Big Red Push Button
To launch the high quality TV channel TNT in Belgium we placed a big red push button on an average Flemish square of an average Flemish town. A sign with the text “Push to add drama” invited people to use the button.
Advertising Agency: Duval Guillaume Modem, Brussels
Creative Director: Geoffrey Hantson, Katrien Bottez
Copywriter: Dieter De Ridder
Art Director: Ad Van Ongeval
Production Company: Czar
Director: Koen Mortier
Year: 2012
Coca-Cola – Happiness Truck
A Coca-Cola delivery truck is converted into a happiness machine on wheels delivering “doses” of happiness in the streets of Rio De Janeiro, Brazil. Where will happiness strike next?
Advertising Agency: Definition 6, Atlanta
Year: 2011
Droga Give Me 5 (from Underground Creative School, Buenos Aires)
Posted: February 26, 2013 Filed under: Argentina, Case History, Digital, Direct, Event | Tags: Argentina, David Droga, Diego Rubio, Digital, Droga Give Me 5, Droga5, Promotion, Underground Creative School Leave a comment
They are a group of 25 digital creative students of Underground, a creative school in Buenos Aires. All of them wanted to accomplish our studies and get a job but with such a huge competitive scenario we needed to find somehow, a way to stand out. That´s how they came out with an idea: they had to work for the best creative in the world. If they could get his attention we would be able to get anyone’s.
Advertising School: Underground Creative School, Buenos Aires, Argentina
Creative Director: Diego Rubio
Creatives: María Paula Castaño Cadena, Lucas Kraglievich, Sandra Lopez, Josefina Salgado, Laura Perez Millan, Camilo Rodríguez, Fede Green, Jorge Anastasiu, Sebastian Merino Luque, Jaime Vanegas Restrepo, Mario Anchorena Aitken, Jorge Garcia, Oscar Andrés Rincón, Maye Duarte, Nau Pintos, Manuel Torres Gere, Felipe Arenas, Angela Binimelis, Aye Piru, Andrea Saturno, Bruno Waldbaum, Nat Os, Leandro Baca, César Bené Guerrero
Photographer: Martín Levi
Saatchi & Saatchi Berlin/Days of Hope – Homeless People Forecast Weather on TV in Europe
Posted: January 31, 2013 Filed under: Best Use of Television, Event, Germany, Social, TV/Film | Tags: charity, Days of Hope, Germany, homeless, John Pallant, Oliver Kapusta, Romania, Saatchi & Saatchi, weather Leave a comment
Saatchi & Saatchi has launched a new campaign to raise the profile of increasing homelessness in major cities across Europe.
Called ‘Days of Hope’, the idea originates from Saatchi & Saatchi Berlin and focuses on the impact the cold January weather has on the many homeless people in Europe. Real people living on the streets are invited to a TV studio to present the weather in place of the regular weather-readers. When presenting the weather, the homeless person will allow the audience to take a closer look at their daily lives and make a request for donations to the charity.
The Saatchi & Saatchi Network collaborated to make this happen across many countries. The office in each participating country partnered with a charity that helps those living on the streets and persuaded a TV station to take part in the campaign.
Already launched in Romania and Russia, the campaign is being rolled out for Diakonie Frankfurt across Germany within the next few weeks. Switzerland will launch this week with Poland anticipated too. In Romania, the charity Samusocial is supported by Prima TV, in Russia, Spravedlivaya Pomosch is supported by TV Rain, in Serbia, Shelter is supported by TV Pvra, in Switzerland, SPS (Sozialwerke Pfarrer Sieber) is supported by TV Züri, in Poland, PCK (Polski Czerwony Krzyż) is supported by TVP INFO.
Oliver Kapusta, ECD of Saatchi & Saatchi Berlin, and creator of the idea said: “This idea is an excellent example of the power of creativity and of how the Saatchi & Saatchi family take an idea and makes it big across all borders. Originally created as a radio spot in Germany, ‘Days of Hope’ now takes place during primetime in potentially 5 countries. Who else is capable of this?”
John Pallant, Saatchi & Saatchi Regional Creative Director EMEA said: “This is a very simple, but surprising idea, which we are expecting to get a lot of attention, stimulate conversations around this important issue, and most important of all, increase donations.”
TBWA/Berlin for adidas – A Giant Case History
Posted: December 28, 2012 Filed under: Agency, Ambient, Awards, Cannes Lions, Case History, Event, Germany, Guerilla, Installation, Press/Outdoor, Sportwear | Tags: adidas, Ambient, Boris Schwiedrzik, Cologne Central Station, Emiliano Treierveiler, Erik Gonan, football fresco, Germany, Guerilla, Helge Bloch, Hendrik Scweder, impossible goalkeeper, impossible huddle, Impossible is nothing, Kurt-Georg Dieckert, Marco Bezerra, Oliver Kahn Bridge, Outdoor, Petr Cech, Prater ferris wheel, Stefan Schmidt, TBWA, UEFA, Zurich's Central Station Leave a commentIMPOSSIBLE GOALKEEPER
Just before the start of the UEFA Euro 2008 football tournament, adidas turned one of Vienna’s best-known landmarks, the Prater ferris wheel, into a huge image of the Czech national goalkeeper, Petr Cech. At a whooping 53m tall, this gigantic installation was visible far beyond the Prater entertainment park and the nearby public viewing sites. In the installation, Cech had eight arms that constantly rotated with the ferries wheel. The erection of the metal construction started on May 13 and was finished just before the launch of the tournament on the night of June 5, 2008. This advertising landmark also hosted the official adidas press conference prior to the tournament.
Advertising Agency: TBWA/Berlin
Creative Director: Stefan Schmidt
Creative: Marco Bezerra, Emiliano Treierveiler
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OLIVER KAHN BRIDGE
If you travelled to Munich for the first game of the FIFA World Cup in 2006, chances are you saw this huge installation, which shows an enormous Oliver Kahn (the then German national team goalkeeper) diving across the motorway. The 65-m installation managed to bypass the law forbidding advertising on the German Autobahn, and was the only piece of advertising adidas conducted in Germany during the tournament. Over 4 millions people commuted through the installation and many more saw it in the press. In its first week the Oliver Kahn bridge was displayed on double-page spreads in leading magazines including Focus, Stern, Autobild and Fortune. It was also picked up by newspapers including the New York Times and the Financial Times.
Advertising Agency: TBWA/Berlin
Creative Director: Stefan Schmidt, Kurt-Georg Dieckert
Creative: Helge Bloch, Boris Schwiedrzik
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IMPOSSIBLE HUDDLE
For the duration of the UEFA EURO 2008 football tournament, TBWA/Berlin transformed the main hall of Zurich’s Central Station into a large-scale celebration of team spirit. Eleven European football players (all sponsored by adidas, naturally) formed the Impossible huddle. The bodies of the footballers represented were 3D-scanned as were their faces and hairstyles, to ensure that the sculptures were faithful to the originals. It took 40 trucks to move the installation components from the production sites in southern Germany to Switzerland, where they were assembled in the station.
The Swiss rail authority reported that an estimate 13 million people passed through the station during the three-week period the sculptural installation was in site, and at 17m high and approximately 30m wide, it was impossible to miss. Add to this the fact that various news titles such as the Financial Times, Die Welt, Gazzetta dello Sport, Le Parisien and the BBC featured the campaign on their front pages or online editions, plus the fact that it was picked up by dozens of blog worldwide.
Advertising Agency: TBWA/Berlin
Creative Director: Stefan Schmidt, Markus Ewertz
Creative: Erik Gonan, Hendrik Scweder
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FOOTBALL FRESCO
During the German-hosted 2006 FIFA World Cup, adidas wanted to get across the message that they cooperate with the best football players on the planet. Rather than run a traditional poster campaign, the creatives at TBWA/Berlin decided it would be far more impressive to create a huge Renaissance-style fresco on the ceiling of the main lobby of Cologne Central Station. Within minutes of the fresco’s unveiling, it was featured on national German Television and press covered it throughout the World Cup. More than 8.5 million people saw the frersco in the flesh during the course of the tournament.
Advertising Agency: TBWA/Berlin
Creative Director: Stefan Schmidt, Kurt-Georg Dieckert
Creative: Helge Bloch, Boris Schwiedrzik
Scholz & Friends for Fresh’N’Friends – Fruit Figures
Posted: November 30, 2012 Filed under: Ambient, Case History, Design, Digital, Direct, Event, Germany, Graphic Design, Installation, Promotion | Tags: Alexander Doepel, Ambient, Bjoern Kernspeckt, Case History, Direct, Florian Schwalme, Fresh`N´Friends, Fruit Figures, Germany, Jinhi Kim, Loic Sattler, Martin Pross, Mathias Rebmann, Matthias Spaetgens, organic supermarket, Promotion, René Gebhardt, Sandra Krebs, Scholz & Friends, Wolf Schneider Leave a comment
All adults know: healthy eating is important. The organic supermarket chain Fresh`N´Friends benefits from that situation. There is just one small problem: kids hate healthy food but they love sweets. Actually, that´s even a big problem. In Germany every fifth child is overweight. “Instead of calling attention to that problem with a traditional ad campaign we chose to solve the problem.”
The solution was a new product: fruit figures. “To make fruits as appealing as sweets for kids we designed fruit arrangements that suit children. Boring fruits were designed in shape of teddy bears, kittens, flowers – all the things kids love.” Just like ordinary fruit salads the fruit figures were sealed, put in a tray and sold in Fresh´N´Friends stores.
Additionally, they were promoted with advertising specifically targeted at parents and their kids – direct mailings, email newsletters and posters. In order to involve the kids directly in the campaign a contest was started. We placed cut-out sheets in every package. So the kids could make their own fruit figures by hand. They also could design them digitally on the Fresh`N´Friends website. All ideas were published and judged online. The figure with the most votes was added to the product range. Over 3,500 designs from children were submitted. The rabbit figure of five-year-old Dario got the most votes and was therefore added to the product range.
Advertising Agency: Scholz & Friends, Berlin, Germany
Creative Director: Martin Pross, Matthias Spaetgens, Wolf Schneider, Mathias Rebmann, Florian Schwalme
Art Director: Alexander Doepel, Sandra Krebs, Bjoern Kernspeckt, René Gebhardt, Loic Sattler, Jinhi Kim
Photographer: Attila Hartwig
Graphics: Peter Schoenherr, Simon Rossow
Year: 2012
This is not ADVERTISING 