15 Most Insightful Call for Entries Ads
Posted: May 16, 2013 Filed under: Art, Awards, Belgium, Canada, France, Hungary, Illustration, Press/Outdoor, South Africa, The Philippines, TV/Film, UK, USA | Tags: 15 Most Insightful Call for entries Ads, ADC-UA Awards, advertising, AlmapBBDO, BBDO, Brazil, Call for Entries, Clio Awards, Del Campo Nazca Saatchi & Saatchi, France, funny, Keep Fighting the good fight, Leo Burnett, Press, Taxi Canada, The Art Directors Club Leave a comment »1 – ADC-UA Awards (Ukraine)/Agency: Leo Burnett Ukraine
2 – The 2002 Marketing Awards/Agency: Taxi Canada
3 – Art Director’s Club CdF 2006/Photographer Vincent Dixon
4 – The Art Directors Club CfE 2002/Bozell New York
5 – The Singapore Creative Circle Awards 1997/Leo Burnett Singapore
6 – Creative Club of Belgium (Call for entry 2005)/Agency: Duval Guilarme, Brussels
7 – The KBP Radio Awards, C.f.E 2007/Agency: BBDO Guerrera Ortega, Philippines
8 – The Art Director’s Club CdF 2009/Agency: Publicis New York
9 – Clio Awards 2004/Agency: ALMAP/BBDO
10 – The Art Director’s Club Cdf 2011/Agency: DDB New York
11 – Crèa Awards 2007/Agency: BOS, Canada
12 – The One Club Call for Entries 2007/Agency: Jupiter Drawing Room, South Africa
13 – AdAwards Call for Entries 2006/Agency: Saatchi & Saatchi, Paris
14 – ADC 92° Annual Awards/Agency: The Conquistadors Collective, New York
15 – The Tinta Awards Call for Entries 2012/Agency: Young & Rubicam Philippines
Banco do Brasil – The bank with clients names
Posted: September 3, 2012 Filed under: Ambient, Brazil, Cannes Lions, Case History, Direct, Installation, Promotion | Tags: all yours campaign, Artplan, Banco do Brasil, Brazil, Case History, client's name, Daniell Rezende, Direct, Gustavo Tirre, installation, Marcos Hosken, rebranding, Roberto Vilhena, Sergio Carvalho Leave a comment »
Banco do Brasil, the Latin America’s biggest bank with approximately 23 million clients, rebranded 300 of their entrance banners in nine Brazilian states to include client’s name. The rebranding was part of a bigger campaign to celebrate the fact that people were free tp change to another bank without paying an additional fee.
Banco do Brasil has 15.000 branches, and only a fraction of those were personalized, but the symbolic gesture created the sense that every Banco do Brasil client is unique. The campaign doubled the number of new accounts and spawned spontaneous media coverage.
Advertising Agency: ARTPLAN, Rio de Janeiro
Creative Drector: Roberto Vilhena
Copywriter: Gustavo Tirre, Daniell Rezende
Art Director: Marcos Hosken, Sergio Carvalho
Year: 2006
Bronze Lion
Almap/BBDO for Volkswagen Original Parts (1999/2012) – The Original Case History
Posted: May 25, 2012 Filed under: Agency, Awards, Brazil, Cannes Lions, Car, Case History, Digital, Illustration, Press/Outdoor, TV/Film, Viral | Tags: AlmapBBDO, Brazil, Cannes Lions, Cassio Zanatta, clone, Giba Lages, Luiz Sanches, Marcello Serpa, never accept alternatives, Original parts, Press, the original click, TV/Film, Viral, Volkswagen Leave a comment »Grasshopper/Caterpillar/Worm (1999)
Creative Director: Marcello Serpa
Copywriter: Cassio Zanatta
Art Director: Valdir Bianchi
Photographer: Alexandre Catan
Shirt Bottom (2000)
Creative Director: Marcello Serpa
Copywriter: Rondon Fernandes
Art Director: Luciano Lincoln
Photographer: Claus Stellfeld
Ducklings/Grenade (2001)
Creative Director: Marcello Serpa/Eugenio Mohallem
Copywriter: Beto Ovelha
Art Director: Marcelo Siqueira
Photographer: Fernanda Tricoli
Clone (2005)
A surprising ending dramatizes why you should buy real Volkswagen parts.
Chief Creative Officer: Marcello Serpa
Creative Director: Marcello Serpa, Cassio Zanatta, Giba Lages
Art Director: Roberto Fernandez
Copywriter: Sophie Schoemburg
Production Company: Jodaf Mixer
Director: Joao Caetano Seyer
Bronze Lion
Letters (2006)
Creative Director: Marcello Serpa/Cassio Zanatta
Copywriter: Cassio Zanatta
Art Director: Giba Lages
Hook/Lifeguard/Parachute (2009)
Executive Creative Director: Marcello Serpa
Creative Director: Luis Sanchez, Dulcidio Caldeira
Copywriter: Andrè Godoi
Art Director: Andrè Gola
Helmet/Baby Seat (2010)
Executive Creative Director: Marcello Serpa
Creative Director: Luis Sanchez, Dulcidio Caldeira
Copywriter: Andrè Godoi
Art Director: Andrè Gola
Chinese/Meditation (2010)
Executive Creative Director: Marcello Serpa
Creative Director: Luis Sanchez
Copywriter: Renato Simoes
Art Director: Bruno Prosperi
I love You/Son You’re Adorable/Boss/It’s Not You (2011)
Chief Creative Officer: Marcello Serpa
Executive Creative Director: Marcello Serpa
Creative Director: Luiz Sanches
Art Director: Bruno Prosperi
Copywriter: Renato Simoes
Production Company: Vetor Zero
Director: Fabio Acorsi
Editor: Thiago Bueno
Sound Design: Raw Produtora De Audio
Silver Lion for the Campaign
I love You/Boss/Melissa/Adopted (2011)
Chief Creative Officer: Marcello Serpa
Executive Creative Director: Marcello Serpa
Creative Director: Luiz Sanches
Art Director: Bruno Prosperi
Copywriter: Renato Simoes
Chemical Formula (2011)
Chief Creative Officer: Marcello Serpa
Executive Creative Director: Marcello Serpa
Creative Director: Luiz Sanches
Art Director: Pedro Rosa
Copywriter: Marcelo Nogueira
The Original Click (2012)
For each successful video on YouTube there is poorly made imitations. There are hundreds of bad imitations and video clip remakes. Some of these copies had millions of views. And we saw an opportunity behind all this: promoting Volkswagen original auto parts.
We looked for some copies of these videos with a considerable amount of views on YouTube and we placed banners promoting our product in them. When users clicked on the banner, they had a surprise: they were redirected from the copy to the original video and thus we managed to promote our product without taking anyone to visit a corporate site.
For each US$100 spent, we had almost 125,000 views and approximately 500 clicks.
General Creative Director: Marcello Serpa
Creative Director: Luiz Sanches
Co-Creative Director Online: Luciana Haguiara, Sandro Rosa
Art Director: Sandro Rosa, Raul Arantes, Victor Britto
Copywriter: Andre Almeida; Luciana Haguiara
Sprite – Beach Shower in Rio De Janeiro
Posted: April 26, 2012 Filed under: Ambient, Beverages, Brazil, Case History, Event, Installation | Tags: beach, Brazil, experiential, giant shower, refresh your ideas, rio de janeiro, soda fountain, Sprite Leave a comment »
The most recent experiential stunt from Sprite Brazil’s long-running “Refresh Your Ideas” campaign is a powerful shower on the beach in Rio de Janeiro that looks like a drinks dispenser. This is such a simple idea and is bound to get people thinking about how refreshing it would be to have some Sprite after a sweltering day on the beach.
This video is also a good way to start a viral campaign and gain some fans in their international Facebook page which already counts 8,4 millions followers. The campaign is growing quickly on Twitter right now, a lot of positive opinions are being shared via tweets.
Titanic in advertising
Posted: April 3, 2012 Filed under: Animation, Belgium, Brazil, Cannes Lions, Car, Chile, Cliché, France, Germany, Illustration, India, Malaysia, Portugal, Press/Outdoor, South Africa, Spain, Testimonial, The Nederlands, TV/Film, USA | Tags: Argentina, audi, Brazil, Canal plus, Centraal Beheer, Citroen, DDB, Der Spiegel, henkel, history channel, home theatr, iceberg, L'equipe, Leo Burnett, leonardo di caprio, Panasonic, Soken, Sony, Spontex, tam, TBWA/Paris, Titanic, TV/Film, Volkswagen Leave a comment »Centraal Beheer
Four men transport a heavy box with precious contents to a waiting ship. The box survives lots of dangers and finally arrives safe. Unfortunately the ship is the Titanic.
Advertising Agency: DDB Needham, Netherlands
Year: 1993
Gold Lion
Der Spiegel Magazine
Advertising Agency: Springer & Jacoby
Year: 1998
Gradiente Home Theatre
Advertising Agency: Young & Rubicam, Brazil
Year: 1998
Alka Seltzer
Advertising Agency: BBDO Portugal
Year: 1998
Audi
Advertising Agency: Tandem DDB, Spain
Year: 1999
Titanic Food Festival
Advertising Agency: PSL Erickson, India
Year: 1999
Publicaciones Semana
Advertising Agency: Lowe & Partner, Colombia
Year: 1999
Canal +
Advertising Agency: Equator Belgium
Year: 2000
Shortlist
Priya Village Cinema
Advertising Agency: Contract Advertising, India
Year: 2000
Canal +
Advertising Agency: EURO RSCG BETC, France
Year: 2000
Star Channel
In a scene reminiscent of “Titanic”, the workers in an office try to fix a broken shelf.
Advertising Agency: Dentsu, Tokyo
Year: 2001
Fisherman’s Friends
Advertising Agency: Springer & Jacoby
Year: 2003
Meio & Mensagem Magazine
Advertising Agency: Neogama BBH, Sao Paulo
Year: 2003
Citroen XSara Picasso
Advertising Agency: Duezt EURO RSCG, Sao Paulo
Year: 2003
Soken DVD
This series show the problems when you play a DVD player. It then recommends a Soken DVD player instead. The office girl talks to her friend at the elevator about the ‘Titanic’ DVD she saw yesterday. However, she isn’t speaking smoothly. Why? Because her DVD player can’t play smoothly either.
Advertising Agency: EURO RSCG Flagship, Bangkok
Year: 2004
Gold Lion
Sony Wega Home Theatre
Advertising Agency: BBDO Chile
Year: 2004
L’Equipe Sport Magazine
Advertising Agency: DDB Paris
Year: 2005
Dakino Film Festival
Advertising Agency: Lowe & Partners, Romania
Year: 2005
Volkswagen Fox
A ship, a man, a woman. Ship sinks. Man dead. Woman alive. Watch Hollywood’s legendary blockbuster “Titanic” in 30 seconds. Short and fun. Just like the VW Fox.
Advertising Agency: DDB Dusseldorf
Year: 2006
Silver Lion
LG Home Theater
Advertising Agency: Lowe Porta, Chile
Year: 2004
Blockbuster
We see the memorable scene where the Terminator is going to be melted in the industrial plant, everything occurs as normal, but the soundtrack we hear is “My Heart Will Go On” from Titanic. In the credits we read “Terminator or Titanic? Take Both, Tuesdays 2X1 at BlockBuster”
Advertising Agency: BBDO Guatemala
Year: 2006
Shortlist
Panasonic Veira Plasma TV
Advertising Agency: Lowe Porta, Santiago
Year: 2006
Shortlist
History Channel
Advertising Agency: Ogilvy South Africa
Year: 2006
TV Guide
Advertising Agency: Jung von Matt, Germany
Year: 2006
Hyundai
Advertising Agency: Duval Guillaume, Brussels
Year: 2006
HENKEL Loctite
Advertising Agency: DDB Milan
Year: 2007
Montex Carbon Paper
Advertising Agency: Percept H, Mumbai
Year: 2007
Utopia Groups Cinema
Advertising Agency: Duval Guillaume, Belgium
Year: 2007
McDowell’s Diet Mate Whisky
Advertising Agency: Mudra Communication, Bangalore India
Year: 2007
Spontex
Advertising Agency: TBWA Paris
Year: 2007
L’Express
Advertising Agency: Bambuck, Paris
Year: 2007
Megastar Cineplex
Advertising Agency: Ogilvy & Mather, Vietnam
Year: 2007
TAM Airlines
Advertising Agency: Young & Rubicam Sao Paulo
Year: 2008
Shortlist
Toys ‘R Us
Advertising Agency: Volcano Advertising, South Africa
Year: 2008
Cape Times
Advertising Agency: Lowe Bull
Year: 2008
Kaercher (immersion pump)
Advertising Agency: FJR Werbeagentour, Munich
Year: 2009
RIOS Illustration Studios
Advertising Agency: Artplan, Brazil
Year: 2009
Textliner Faber-Castell
Advertising Agency: Young & Rubicam Malaysia
Year: 2009
Show Off Film
Advertising Agency: Fuel Lisbon/Euro RSCG
Year: 2009
Orange Foundation
Advertising Agency: Ignitionk, Madrid
Year: 2009
Rocklets Chocolate Candies
We see the Titanic sailing over the dark waters of the Atlantic Ocean. In the crow’s nest there’s a watchman, personified by a Yellow chocolate Rocklets. Suddenly, he spots a huge iceberg and informs the other Rocklets who desperately trie to alert the Captain. As soon as he takes off to do so, a huge human hand takes it away and eats it. The Rocklet was never able to inform the ship that it is about to crash into an iceberg. Super: The beginning of the history of a Rocklets is very close to the end.
Advertising Agency: Leo Burnett Argentina
Year: 2009
Post-It
Advertising Agency: BBDO Mexico
Year: 2010
Vodafone
Advertising Agency: Scholz & Friends Duesseldorf
Year: 2010
Canal +
Advertising Agency: BETC EURO RSCG, Paris
Year: 2010
Iffco Financial Service
Advertising Agency: Publicis India
Year: 2010
Mitsubishi
Advertising Agency: BBDO Santiago
Year: 2010
Melody Enterteinment
The first all Arabic movie channel makes its take on ‘Titanic’.
Advertising Agency: Leo Burnett Cairo
Year: 2010
Bronze Lion
Ford KA
Advertising Agency: Bassat Ogilvy Group, Madrid
Year: 2011
Washin Bifocal Glasses
Advertising Agency: Grey Tokyo
Year: 2011
Listerine
Advertising Agency: JWT Mumbai
Year: 2011
Braun Silk-Epil
Advertising Agency: Impact BBDO, UAE
Year: 2011
Jeep Grand Cherokee – Twig Stone
Posted: November 22, 2011 Filed under: Brazil, Car, Case History, Direct, Promotion | Tags: Brazil, Direct, Jeep Grand Cherokee, Leo Burnett, patagonia, STONE / TWIG / WATER, Twig Stone, way back Leave a comment »
The objective of the promotion
The objective of this promotion was to communicate and to create an interest around the launch of the new Jeep Grand Cherokee 2011. To do that, we needed to reach the target audience for the car – people with an adventurous profile – in a striking manner. We wanted to explore the adventurous side of these people in an unusual way and to encourage them not only to buy the car, but also to live the adventures with it.
The Idea
People who love Jeep also love adventure. That was the starting point of our thinking. So, in order to reach the Jeep Grand Cherokee’s adventurous consumer, we sent boxes containing objects from very distant places: rocks from Patagonia, twigs from the Peruvian Amazon rainforest and water from a lake in Tierra del Fuego. Along with the objects, we also sent the exact coordinates for the objects’ places of origin and a proposal: return the rock, twig or water to where they came from, traveling this route by Jeep. Whoever actually made that trip would have all the hotel costs paid by Jeep.
The promotion gave people the chance to do something they love: facing an adventure. Unlike a common promotion, the box people received didn’t have a gift, but an object that should be returned. Therefore what people really got was an excuse to take the car and make their way to where the box contents should be returned. As a further motivation, Jeep would agree to pay for the lodging of the ones who faced the adventure. Linking Grand Cherokee 2011 with this adventure was the best way to introduce it to this audience.
The Results
The client had a high response rate: 30% of total people who received the boxes got in contact for more information about the car. And 12% of people actually bought the new Jeep Grand Cherokee 2011. This is an impressive figure, since the result the client used to get with similar actions was never more than 5%.
Advertising Agency: Leo Burnett Brasil
Creative Director: Ruy Linderberg
Art Director: Alexandre Pagano
Copywriter: Cesar Herszkovicz
Year: 2011
Shortlist
AlmapBBDO/Escola Panamericana de Arte – School of Creativity
Posted: September 20, 2011 Filed under: Agency, Ambient, Brazil, Cannes Lions, Case History, Design, Guerilla, Press/Outdoor, Promotion, TV/Film | Tags: AlmapBBDO, Ambient, Brazil, Case History, EPA, escola de arte e design, Luiz Sanches, Marcello Serpa, panamericana school of art Leave a comment »Dentist/Agronomy/Proctologist (2004)
Go into advertising. No other profession offers you so many prizes.
Advertising Agency: AlmapBBDO, São Paulo
Creative Directors: Marcello Serpa/Luis Sanchez/Roberto Pereira
Art Directors: Guilherme Jahara
Copywriters: Wilson Mateus/Andre Faria
Guernica (2006)
Art. Today, as necessary as ever.
Advertising Agency: AlmapBBDO, São Paulo
Creative Directors: Marcello Serpa/Cassio Zanatta/Giba Lages
Art Directors: Giba Lages
Copywriters: Cassio Zanatta
In advertising you are what you do (2006)
Advertising Agency: AlmapBBDO, São Paulo
Creative Directors: Marcello Serpa/Luis Sanchez/Roberto Pereira
Art Directors: Marcos Medeiros
Copywriters: Wilson Mateus
Only the strongest ideas survive (2006)
Advertising Agency: AlmapBBDO, São Paulo
Creative Directors: Marcello Serpa/Luis Sanchez/Roberto Pereira
Art Directors: Marcos Medeiros
Copywriters: Wilson Mateus
Apple (2007)
Isaac Newton is sitting under a tree when an apple falls on his head, inspiring a great idea. Great ideas have never stopped appearing since.
Advertising Agency: AlmapBBDO, São Paulo
Creative Directors: Marcello Serpa/Cassio Zanata
Art Directors: Renato Fernandez
Copywriters: Gustavo Sarkis
Director: Lux Film/Beto Salatini
Arrows & Packaging (2007)
The Panamericana School of Art specializes in arts and drawing courses, in addition to courses specific in marketing/advertising, fine arts, fashion, photography, and jewelry design where the students get hands-on experience.
In order to promote this methodological concept we developed a guerilla-type action: beer packaging, book and CD covers, and adhesive arrows were spread out throughout the city and magazines. They held a simple question: “Want to learn how to do this?” . We got the public’s attention in a unique and effective manner.
The fake packaging was spread out throughout the city in bookstores, music stores, supermarkets, and convenience stores, in a manner that place the school’s piece amidst real-world products. The adhesive arrows were spread out to promote the specializing courses, so they were placed on jewelry and clothing store-windows, ads in magazines and newspapers, art pieces, billboards, and food courts.
People were surprised by the originality and by the context of the action before them, as they strolled down streets, or browsed for books, CDs, or even beer on shelves. With this action the number of calls requesting information about the school nearly doubled, and the number of people signing up increased by 15% during the campaign.
Advertising Agency: AlmapBBDO, São Paulo
Creative Directors: Marcello Serpa
Art Directors: Marcus Kawamura/Renato Fernandez
Copywriters: Gustavo Sarkis/Eduardo Andrietta
Shower (2008)
This is the story of a guy who could only come up with good ideas when taking a shower. This caused a lot of trouble for him, because he could only do his job when in the shower. That changed with the Escola Panamericana.
Advertising Agency: AlmapBBDO, São Paulo
Creative Directors: Marcello Serpa/Luiz Sanches
Art Directors: Marcos Medeiros
Copywriters: Gustavo Sarkis/Wilson Mateos
Director: Lux Film/Beto Salatini
All you need to succeed in art and advertising. Except a good lawyer (2008)
Advertising Agency: AlmapBBDO, São Paulo
Creative Directors: Marcello Serpa
Art Directors: Marcus Kawamura/Renato Fernandez
Copywriters: Gustavo Sarkis
Shortlist
Sneeze (2009)
A guy explains that he has a congenital problem: he sneezes paint. Due to this complication, he goes through a number of embarrassing situations in his life. But things change when he discovers the Panamericana School of Art.
Advertising Agency: AlmapBBDO, São Paulo
Creative Directors: Marcello Serpa/Luiz Sanches/Dulcidio Caldeira
Art Directors: Luiz Sanches/Danilo Boer
Copywriters: Tales Bahu
Director: Lux Film/Beto Salatini
How far does your creativity go?
Through interaction with the public part, the Escola Panamericana de Artes questions how far the creativity of people goes.
The campaign goes from paper until outdoors, trays, napkins and every place people can take a break and deliberate their imagination, while they’re eating or even in the bathroom. This would instigate people with their own creativity and would make them think about making some kind of course in Panamericana School of Art and Design.
The visits and registration to the Panamericana increased absurdly. This made the benefit of the school (to maximize the talents) much more tangible, stimulating people to make the classes offered by the institution
Advertising Agency: AlmapBBDO, São Paulo
Creative Directors: Marcello Serpa/Luiz Sanches/Dulcidio Caldeira
Art Directors: Andrè Gola
Copywriters: Andre Godoi
Year: 201o
Bronze Lion for the Campaign
Advertising is not a science (2010)
Regrettably, advertising is not a science. Enroll now.
Advertising Agency: AlmapBBDO, São Paulo
Executive Creative Director: Marcello Serpa
Creative Director: Luiz Sanches/Dulcídio Caldeira
Copywriter: Renato Simões/Cesar Herszkowicz
Art Director: Danilo Boer/Bruno Prosperi
Typographer: José Roberto Bezerra
Fame (2010)
Nothing is as easy it seems.
Advertising Agency: AlmapBBDO, São Paulo
Executive Creative Director: Marcello Serpa
Creative Director: Luiz Sanches/Dulcídio Caldeira
Copywriter: Cesar Herszkowicz
Art Director: Marco Monteiro
Typographer: José Roberto Bezerra
Pen/Pencil
It’s in your hands
Advertising Agency: AlmapBBDO, São Paulo
Creative Directors: Marcello Serpa/Luiz Sanches
Art Directors:André Nassar/Andrè Gola
Copywriters: Rynaldo Gondim/Marco Gianelli
Illustrators:André Nassar, Janara Lopes/Estudiorama
Photographer: Hugo Treu
Year: 2011
Coincidence
Yes, there is still time. Panamericana Art And Design School
Advertising Agency: Almap BBDO, Sao Paulo
Chief Creative Officer: Marcello Serpa
Executive Creative Director: Marcello Serpa
Creative Director: Luiz Sanches
Art Director:Andre Gola
Copywriter: Pernil
Year: 2011
Gold Lion for the Campaign
AlmapBBDO for Havaianas (2000/2011) – The most beautiful case history in the world
Posted: August 4, 2011 Filed under: Agency, Ambient, Brazil, Cannes Lions, Case History, Design, Press/Outdoor | Tags: AlmapBBDO, Brazil, brazilian, Cannes Lions, Case History, colours, Danilo Boer, Danilo Siqueira, flip flop, flowers, gold lion, Gustavo Sarkis, Havaianas, Luiz Sanches, Marcello Serpa, Marcos Kotlhar, Marcus Sulzbaker, original, Outdoor, Press, real ad, visual identity Leave a comment »
Few agencies are as consistently brilliant year after year as Marcello Serpa’s Sao Paulo shop, Almap BBDO, whether the job is to make a global brand like Volkwagen a local favorite, or take a local brand like Havaianas global. For the latter, the shop created happy ads in eye-popping colors that capture Brazil’s fun, sunny lifestyle in a flip-flop the Brazilians — and increasingly the rest of the world — will pay a premium for.
Brazilians love their Havaianas flip-flops. And every year, so do more consumers around the world. In a long marketing journey, Havaianas have transformed a commodity that was one step above going barefoot for Brazil’s poor to a chic brand bursting with colorful personality. It didn’t happen overnight. For 30 years, Havaianas came in one style and five colors said Carla Schmitzberger, sandals director at Sao Paulo-based Alpargatas, whose Havaianas brand accounts for about half the company’s sales. “Wealthier people wore them at home, but were emabarassed to wear a poor people’s shoe outside,” she said.
Sales declined for five years until 1993, when the compant started multiplying the colors and styles, and working with the fashion press, models and celebrities to get Havaianas on more upscale feet. That year, Marcello Serpa, as one of Brazil’s top creatives, joined Almap BBDO as a partner and creative director. Havaianas was his first account there, and he has been the mastermind for 17 years of its award-winning advertising in Brazil and now internationally.
Havaianas Surf – WAVES CAMPAIGN
Executive Creative Director: Marcello Serpa
Copywriter: Eugenio Mohallem
Art Director: Marcello Serpa
Year: 200o
Shortlist
Havaianas – FASHION DESIGNERS/FOR WOMEN ONLY
Executive Creative Director: Marcello Serpa
Copywriter: Eugenio Mohallem
Art Director: Marcello Serpa
Year: 2000
Havaianas (the new colours) – THE NEW COLOURS CAMPAIGN
Executive Creative Director: Marcello Serpa
Copywriter: Eugenio Mohallem
Art Director: Marcello Serpa
Year: 2001
Bronze Lion for the campaign
Havaianas – CRYSANTHENUM/TIGER LILY/WHITE LILY
Executive Creative Director: Marcello Serpa
Copywriter: Eugenio Mohallem
Art Director: Marcello Serpa
Year: 2001
Bronze Lion for the campaign
Havaianas Top Sandal – COUPLE/NEW COLOUR/HEART
Executive Creative Director: Marcello Serpa
Copywriter: Cassio Zanatta
Art Director: Marcello Serpa
Year: 2003
Havaianas Style Sandal – THE COLOUR BLIND/CHAMELEON/LOVE IS BLIND/RAINBOW/WOMEN HAVE WON/COLOUR IS MORE VIBRANT
Executive Creative Director: Marcello Serpa
Copywriter: Cassio Zanatta
Art Director: Marcello Serpa
Typographer: Josè Roberto Bezerra/Marcello Serpa
Year: 2003
Bronze Lion for the campaign
Havaianas – FEET CAMPAIGN
Executive Creative Director: Marcello Serpa
Copywriter: Marcello Serpa
Art Director: Marcello Serpa
Typographer: Josè Roberto Bezerra
Year: 2003
Havaianas – WOMEN
Executive Creative Director: Marcello Serpa
Copywriter: Marcello Serpa
Art Director: Marcello Serpa
Typographer: Josè Roberto Bezerra
Year: 2003
Havaianas Slick – FLOWERS CAMPAIGN
Executive Creative Director: Marcello Serpa
Copywriter: Gustavo Sarkis
Art Director: Marcello Serpa
Typographer: Alexandre Ermel
Year: 2005
Havaianas Slick – FOLLOWING COLOURS/FASHION HAS NO RACE/INVENTION OF CONDOM/LAND OF FOOTBALL/TO SEDUCE MEN
Executive Creative Director: Marcello Serpa
Copywriter: Gustavo Sarkis
Art Director: Marcello Serpa
Typographer: Alexandre Ermel
Year: 2005
Havaianas Slick – AFRO/DRAGON HAIR/JAPANESE/SHIVA
Executive Creative Director: Marcello Serpa
Copywriter: Dulcidio Caldeira
Art Director: Cesar Finamori
Typographer: Cesar Finamori
Year: 2005
Havaianas Flash – WHAT IF CAMPAIGN
Executive Creative Director: Marcello Serpa
Copywriter: Cassio Zanatta
Art Director: Marcus Sulzbaker/Danilo Siqueira
Year: 2005
Havaianas Leopard – FASHION DESIGNERS/MEN/AT THE TOP/WOMEN
Executive Creative Director: Marcello Serpa
Copywriter: Gustavo Sarkis
Art Director: Renato fernandez
Typographer: Renato Fernandez
Year: 2006
Havaianas - WEAPON OF MASS SEDUCTION/BE SAD/IBIZA/FIRST TIME RUBBER POSTCARD/FRENCH/BE STYLISH
Executive Creative Director: Marcello Serpa
Copywriter: Wilson Mateos
Art Director: Marcello Serpa
Typographer: Adhemas Batista
Year: 2006
Havaianas FlipFlops – FLOWERS//SOUTHERN EMISPHERE/SHOES SAY A LOT
Executive Creative Director: Marcello Serpa
Copywriter: Sophie Schoemburg
Art Director: Danilo Boer/Marcos Kotlhar/Marcus Sulzbaker
Typographer: Danilo Boer/Marcos Kotlhar
Year: 2007
Bronze Lion for the campaign
Havaianas Slim – IDEAL FOR SEDUCTION
Executive Creative Director: Marcello Serpa
Copywriter: Renato Simoes
Art Director: Bruno Prosperi
Typographer: Jose Cortizo/Daniel Moreno
Photographer: Fernando Nalon
Year: 2007
Gold Lion for the campaign
Havaianas - BLUE/LIME/PURPLE/GREEN/ORANGE/RED
Executive Creative Director: Marcello Serpa
Creative Director: Marcus Sulzbacher
Copywriters: Tale Bahu
Art Director:Danilo Boer/Marcos Kotlhar
Illustrators: Gelmi Estudio de Arte
Year: 2008
Bronze Lion for the campaign
Havaianas - FISH/BUTTERFLY/FLOWERS/SUN
Executive Creative Director: Marcello Serpa
Copywriters: Tale Bahu
Art Director:Marcos Kotlhar/Marcello Serpa
Typographer: Pedro Fihlo
Year: 2008
Shortlist
Havaianas - MANY COLOURS/POST-ITS/METROSEXUALS/BOOB JOB/LOOK DOWN
Executive Creative Director: Marcello Serpa
Copywriters: Renato Simoes
Art Director: Bruno Prosperi
Typographer: Marcos Sachs
Year: 2008
Havaianas Slim – CRANK/PERFUME SPRAY/SHOE/TAXI/BANANA
It has been put together the fact that Havaianas was born in the age of 60′s and that the same age had as many colours as Havaianas does.
The brief was about Havaianas’ anniversary and in the ad, there should be not only a good ad talking about havaianas’ originality, but also the brand’s history. The ad was made based on 60′s drawings and the copywriting was based on Havaianas’ originality. The advertising became a great piece full of colors which has attracted the public who didn’t know how old the brand Havaianas was.
Executive Creative Director: Marcello Serpa
Creative Director: Luiz Sanches
Copywriter: Sophie Schoenburg
Art Director: Marcello Serpa/Luiz Sanches/Julio Andery
Typographer: Jose Roberto Bezerra
Year: 2010
Bronze Lion for the campaign
Havaianas Top – CONVERTIBLE/PAINTBALL/UNITED NATION
Executive Creative Director: Marcello Serpa
Creative Directors: Luiz Sanches/Dulcídio Caldeira
Art Director: Danilo Boer
Copywriter: Tales Bahu
Illustrators: Gelmi Estudio, M. Sampaio
Year: 2009
Shortlist
Havaianas Nest – ELEPHANT/OWL/GOLDEN BIRD/SILVER BIRD
Executive Creative Director: Marcello Serpa
Creative Director: Marcus Sulzbacher
Copywriters: Gustavo Sarkis, Andre Kassu
Art Director: Marcos Kotlhar
Photographer: Daishi Pais
Illustrators: Manu/Fabio Girardi/Rene Corine/Marcos Kotlhar
Year: 2009
Bronze Lion for the campaign
Havaianas – VISUAL IDENTITY
Describe the challenges and key objectives
The major diversity of pieces, including or not the places where they were published, has a unique image which valorizes the product and builds a colourful, fun, and simple universe that has become the brand’s owner.
Describe the brief from the client
The challenge was to create a new and big campaign, which would put all that Havaianas has got of the best products together, to cause a positive impression in its consumers.
Describe how you arrived at the final design
This is a set of jobs that were executed in the last 12 months to the brand Havaianas, which has resulted in this Design Case. They are executions in different ways and medias that were exposed in Europe, USA and especially in Brazil.
Give some indication of how successful the outcome was in the market
The success is proved by the high measure of relationship of the brand with its consumer, making the product be not only a rubber sandal to be a part of Havaianas. It’s a symbol of the Brazilian spirit, which is translated from Havaianas through its colourful, simplicity, optimism, happiness and good mood.
Executive Creative Director: Marcello Serpa
Creative Director: Marcus Sulzbacher/Marcello Serpa
Art Director: Marcos Kotlhar/Bruno Prosperi/Danilo Siqueira/Sergio Mugnaini/Danilo Boer/Renato Fernandez
Year: 2009
Gold Lion
Havaianas Original – IPANEMA/BIKINI/BOSSA-NOVA
This poster was made exclusively to run outside of Brazil and it had two basic goals. The first and most important was to promote the Havaianas flip-flop “Original” model, which has remained the same since 1962. The second was to bring an authentic Brazilian spirit, which is the essence of the Havaianas brand, to the rest of the world.
Executive Creative Director: Marcello Serpa
Creative Director: Marcus Sulzbacher
Copywriters: Casso Zanatta
Art Director: Marcos Kotlhar
Photographer: Daishi Pais
Year: 2009
Havaianas – HAVAIANAS REAL AD (SUMMER CAMPAIGN)
Describe the challenges and key objectives
How do you claim the summer in a new fresh way and create something that is both unexpected and also shares all of the brands values.
Describe the brief from the client
In summer time, Brazilians rush to the beach. Havaianas, Brazil’s favourite flip-flop, had never done anything specific for the summer and they wanted to claim the summer as the Havaianas season.
Describe how you arrived at the final design
On 6 of the most popular Brazilian beaches we set up, rising from the ground, gigantic, colourful installations that claimed the beach as Havaianas territory and summer as the spirit of Havaianas. From there it was simple, all we did was photograph the sculptures and our Havaianas always summer poster was done.
Give some indication of how successful the outcome was in the market
The response from beachgoers was immediate. Right away people started to interacted with the installations and the campaign spontaneously spread from the beach to social networks such as Twitter, blogs, flickr and youTube.
Executive Creative Director: Marcello Serpa
Creative Director: Marcus Sulzbacher
Copywriters: Rynaldo Gondim
Art Director: Marcos Kotlhar
Photographer: Manolo Moran
Year: 2010
Havaianas – HAVAIANAS WORLD CUP
Describe the challenges and key objectives
We decided to approach this on a very basic level, football pride. We wanted people to feel proud supporting their national team with havaianas on their feet. But, how do you do that for 32 different teams, 32 different countries with different languages, different cultures and people?
Describe the brief from the client
2010 is World Cup year and as a product which lives on the feet of brazilians, Havaianas needed to participate in a big way. So, they created Havaianas Teams, a special edition flip-flop line, one for each participating country in the world cup, to be sold all around the world.
Describe how you arrived at the final design
After careful research understanding the symbols, colours, typography and cultural esthetics, we designed 32 individual posters, one for each world cup playing team, always using the havaianas flip-flop in the center. We worked the design to serve as a flag of national pride for each team always paying attention to make them equally powerful and meaningful to each country. After all the posters were ready we organised them according to the world cup, 1st round, matches with date and time to form a giant time table.
Give some indication of how successful the outcome was in the market
The Havaians Teams line was a great success. In Brazil they were sold-out in almost all Havaianas retailers and surprisingly people started to collect models from other countries. spreading the pride sentiment just in time for the 2010 world cup.
Executive Creative Director: Marcello Serpa
Creative Director: Marcus Sulzbacher
Art Director: Marcos Kotlhar
Photographer: Manolo Moran
Year: 2010
Coca-Cola (1998/2010) – Modern Print Ads
Posted: July 28, 2011 Filed under: Argentina, Australia, Beverages, Brazil, Cannes Lions, Coca-Cola, France, Germany, India, Italy, Japan, New Zealand, Poland, Press/Outdoor, Singapore, Spain, The Nederlands, UK, USA | Tags: 1886, advertising, Al Moseley, Argentina, art gallery, Brazil, Cannes Lions, Coca-Cola, coke, coke side of life, Dave Fikkert, Dentsu, El Laboratorio, enjoy, Euro RSCG, formula, France, Genevieve Gauckler, Germany, gold lion, Japan, Jeff Kling, John Norman, Jorge Calleja, JWT, Leo Burnett, McCann erickson, Mother, open happiness, Pierre Janneau, Publicis, refresh, Spencer Wilson, Springer & Jacoby, Sue Anderson, USA, Wieden+Kennedy 2 Comments »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
Bar Aurora/Boteco Ferraz – The $73,000 Bar Tab
Posted: July 22, 2011 Filed under: Ambient, Brazil, Cannes Lions, Case History, Direct, Guerilla, Promotion, Social | Tags: $73, 000 bar tab, add costs, Ambient, anselmo ramos, bar aurora, bill, boteco ferraz, Brazil, Bruno Riberio, Cannes Lions, Case History, Denis Kakazu, Direct, don't drink and drive, drunk, expensive, Guerilla, hidden camera, Megan Farquhar, Ogilvy, Promotion, Rubens Filho, silver lion 1 Comment »
Insights, Strategy & the Idea
The objective of this campaign was to raise awareness, to make people think about drunk driving, and to draw attention to a chain of bars and a cause. The target audience was comprised of the regular customers of Bar Aurora and Boteco Ferraz and new customers from the Internet. The strategy of this campaign was to impact people in the moment that they decide whether to drive drunk in such a way that the message would stick with them and spread. The strength of this idea lies in the nature of the customers. They’re not likely to read anything at the bar, until they receive their bills. It’s natural to check where money’s going and connecting the expenses of their night out to the real costs of drinking and driving proved very impactful. This execution is important to the brand, because tab is the one-thing customers care about most.
Creative Execution
The creative solution was to add the real costs of drunk driving to customer’s bar tabs. The goal was to get people’s attention right before they left the bar and persuade them to think about alternate transportation. A second goal was to spread awareness about the dangers of drunk driving. We filmed everything during those nights in the hopes that we could utilise the Internet to attract hundreds of thousands of views.
Results and Effectiveness
People asked to take the bar tabs with them to show their friends. Then the message took off. In just one month, it became a Trending Topic on Twitter, gained 200,000 views on YouTube and was mentioned in hundreds of blogs. The case video was discussed so extensively that it became one of YouTube’s most discussed videos in both Brazil and Spain. With 503,000 mentions on Google, Bar Aurora and Boteco Ferraz received tons of attention. As for talking to drunk drivers, on the nights of this action there was an 80% increase in consumers hailing cabs from these locations.
Advertising Agency: Ogilvy Brazil
Executive Creative Director: Anselmo Ramos
Creative Director: Rubens Filho
Copywriter: Megan Farquhar
Art Director: Bruno Riberio/Denis Kakazu
