Advertising by Design (22 Brilliant Ideas)

TBWA/Hunt/Lascaris – We Sent Their Briefs Back

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Although TBWA\Hunt\Lascaris is well established as an above-the-line agency, our clients were yet to be introduced to the wealth of talent that TBWA\ Design has to offer. So, to get our clients’ attention, we intercepted existing above-the-line briefs and used the physical advertising brief as our canvas. Instead of answering the brief in a traditional manner, we conceptualized various designs that captured the essence of the brands, then brought them to life using only the cardboard job bags and the briefs that were attached to them. We created intricate pieces of paper art, transforming our client’s briefs into multi-dimensional design pieces. We then sent our clients’ briefs back to them, proving that TBWA\ Design can do amazing things with their briefs. Our campaign was a huge success. The design studio received their first new brief from our client just 5 days later. Even more notably, new design work in the system rose by 450% within the first 6 weeks.

Advertising Agency: TBWA\Hunt\Lascaris, Johannesburg
Executive Creative Directors: Matthew Brink, Adam Livesey
Art Director: Jade Manning
Copywriter: Vincent Osmond
Creative Director: Sacha Traest, Mike Groenewald
Design: Sacha Traest, Leigh-anne Salonika, Katleho Mofolo, Graeme Van Jaarsveld, Ilze Venter, jason Fieldgate
Typographer: Hazel Buchan
Photographer: Graeme Borchers, Des Ellis
Year: 2013

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Coca-Cola – Sharing Can

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Advertising Agency: Ogilvy & Mather, Paris/Ogilvy & Mather, Singapore
Chief Creative Officer: Chris Garbutt, Eugene Cheong,
Creative Director: David Raichman, Frederic Levron, Yvan Hiot
Copywriter: Xiao An Cheng
Designer: Martin Olivier, Olivier Brechon
Technical Partner : Capital Innovation
Year: 2013

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Land Rover – The Escape Key

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Jaguar Land Rover MENA is promoting the Land Rover LR4 with “The Land Rover Escape Key”, a small icon designed to replace the ESC key on desktop computer. Sent out in three batches of 800 pieces, the keys are designed to remind people at the office that there’s way to escape the every day routine of indoor business. Test driving a Land Rover LR4 is the way to find life beyond the office cubicle. The number of queries almost tripled and test drives are up by 208%.

Advertising Agency: Y&R MENA
Chief Creative Officer: Shahir Zag
Creative Director: Joseph Bihag, William Mathovani
Year: 2013

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Kit Kat – The Pillow Book

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Advertising Agency: JWT, Sao Paulo, Brazil
CCO: Ricardo John
Art Director: Brunno Cortez
Copywriter: Erick Mendonça
Creative Director: Ricardo John
Year: 2013

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Marionnaud – Memory Game

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Marionnaud, one of Europe’s largest perfume retailers, celebrated “10 years’ expertise in fragrance”. For the jubilee we created a very special staff incentive: the first Memory game without pictures. The cards had been finished with a fragrance coating. When rubbed, the cards released the scent of ingredients used in perfume manufacture. Rub and sniff: that was the only way to identify the pairs – but no problem for Marionnaud professionals.

Advertising Agency: Wirz/BBDO, Zurich
Executive Creative Director: Philipp Skrabal
Art Director: Barbara Hartmann
Copywriter: Marietta Mügge

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FIAT – Hero Hug

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Advertising Agency: Leo Burnett, São Paulo
Chief Creative Officer: Marcelo Reis
Executive Creative Director: Guilherme Jahara
Creative Director: Rodrigo Jatene
Copywriter: Caio Lekecinskas
Art Director: Rafa Oliveira

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Domino’s Pizza – Domino’s Pizza Disc

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Advertising Agency: Artplan, Sao Paulo
Executive Creative Director: Roberto Vilhena
Creative Director: Rodrigo Moraes
Copywriter: Tiago Trindade, Rodrigo Sanches
Art Director: Diogo Barbosa, Guilherme Grotti
Graphic Production: Bruno Werner

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Megaman – Light Bulb Calendar

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Advertising Agency: Grabarz und Partner, Germany
Executive Creative Director: Ralf Heuel
Creative Director: Andre Price, Jan-Florian Ege
Art Director: Andre Price, Jana Mehrgardt, Jan Riggert
Designer: Sönke Jansen

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Heineken – First Interactive Bottle

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Heineken embraces the start-up culture of experimentation because it knows that invention never sleeps. The brand understands that the best ‘user experiences’ tap into existing consumer behaviors and push technology into the background.

The intent of the Heineken Ignite project was to develop an idea that would create a memorable Heineken experience unlocking the power and possibilities of mobile innovation and technology.

Heineken believes that mobile innovation could offer a much more rewarding experience than just an app and embraced the challenge to think about how the product could be leveraged as an interface to the brand experience.

A prototype of Heineken Ignite will be revealed on 9 April at Milan Design Week as part of Heineken’s Lounge of the Future concept. Heineken takes its promise to “open your world” even further with the Heineken Ignite project, enhancing the organic way in which the product is used based on social interaction between beer drinkers. This innovative approach lets people be a part of the party in a whole new way and opens up possibilities in social situations.

Advertising Agency: Tribal DDB, Amsterdam

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3M Earplugs – Volume Pack

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The task was to develop an original promotional packaging solution that immediately conveyed the product value of 3M’s Solar Earplugs – a product targeted at end users frequently requiring effective noise protection (such as musicians and festival-goers). Solution: 3M turned the purpose of the earplugs – to reduce noise – into an original package design. The container’s cap looks like the volume knob of a hi-fi system; when opening it to reach the earplugs, one seems to be turning down the volume.

Advertising Agency: Scholz & Friends, Germany
Chief Creative Officer: Martin Pross
Executive Creative Director: Matthias Spaetgens
Creative Direction: Robert Krause, Wolf Schneider
Copy: Nils Tscharnke
Art Direction: Sebastian Frese, Ralf Schroeder

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Deutsche Bank – Anamorphic Mirror

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Brief Explanation
The vestibule is a narrow room of 25sqm strongly limiting the possible size of the installation. Therefore, we decided to utilise light for a radiant impact, and to expand the process of reception by making use of the visitors’ movement while approaching the area via a short staircase. Going upstairs becomes part of the experience as visitors gain increasing insights to the entry with the installation. Its concept is based on the principle of anamorphosis: what you see alters as you change your position in space. The image only fully resolves itself when seen from a particular ‘sweet spot’.

Describe the brief from the client
The redesigned corporate headquarters of Deutsche Bank in Frankfurt am Main are now housing a brand and conference area. Parts of this section are public and can be accessed directly from the spacious atrium via a staircase. Deutsche Bank commissioned us to develop an installation that references the well-known company logo, originally designed by Anton Stankowski, for the vestibule of this area. The brief was to provide an atmospheric element that would be visible to customers, visitors and employees standing at reception, as well as on the bridge connecting the building’s 2 towers.

Description of how you arrived at the final design
‘Anamorphic Mirror’ consists of a faceted mirror and blue light projected onto the opposite wall. When viewed from the ‘sweet spot’ the mirror reflects the Bank’s logo. Standing at the bottom of the stairs, visitors see seemingly random blue reflections on the mirror’s facets. As they get closer, the blue reflections begin to take shape, until they resolve into the bank’s logo upon the visitors’ reaching the stairs’ top. In this manner, an animation is created from a static surface. While getting even closer to entering the conference area, visitors are themselves reflected in the mirror and thus take centre stage.

Indication of how successful the outcome was in the market:
Since the opening on April 6 more than 20,000 visitors came to see the public part of the brand area. Board members use the overall facilities to hold receptions, functions such as HR are using it for employee activities, bank managers invite partners and clients, the press department welcomes journalists. With unobtrusive means, the dynamic and yet poetic installation ‘Anamorphic Mirror’ creates an atmospheric element with space-encompassing impact, and attunes visitors to the brand from the very beginning.

Advertising Agency: ART+COM in Cooperation with COORDINATION, Berlin
Executive Creative Director: Joachim Sauter
Designer: Simon Häcker
Project Manager: Gert Monath
Senior Art Director: Eva Offenberg
Year: 2013

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The Hälssen & Lyon – The Tea Calendar

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The Hälssen & Lyon tea calendar is the first calendar in the world to feature calendar days made from tea leaves. Finely flavoured and pressed until wafer-thin, the 365 calendar days can be individually detached and brewed directly in the cup with hot water. The tea calendar was sent exclusively to selected business partners.

Advertising Agency: Kolle Rebbe, Hamburg
Executive Creative Director: Sascha Hanke
Creative Director: Heiko Schmidt and Kay Eichner
Creative: Patrick Schroeder, Julia Meissner
Year: 2013
Gold Lion

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Hot Wheels – Don’t Drink and Drive Key Chains

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Advertising Agency: Ogilvy, Mumbai, India
National Creative Directors: Abhijit Avasthi, Rajiv Rao
Senior Creative Director: Amitabh Agnihotri, Sameer Sojwal
Creative Group Head: Yogesh Pradhan
Year: 2012
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Greenpeace – Do Not Disturb

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Advertising Agency: AlmapBBDO, São Paulo, Brazil
Chief Creative Officer: Marcello Serpa
Executive Creative Director: Marcello Serpa
Creative Director: Luiz Sanches
Art Director: Caio Tezoto
Year: 2012

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Coca-Cola FM – Magazine Amplifier

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The piece consists in an exclusive insert for subscribers of the latest edition of the Capricho magazine which was created by JWT. Attached to the cover, the art allows readers to turn the magazine into an amplifier. Simply by rolling the magazine and inserting the iPhone tuned into the Coca-Cola FM application in the spot indicated. The final format allows the sound waves to travel in two different directions at the same time, intensifying the stereo effect created by the device. The next step is to enjoy the music.

Advertising Agency: JWT, Brazil
Year: 2012

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Red Bull – Portable Charger

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We created Redbull-shaped portable charger. This Redbull-shaped charger will show its own recharging screen when they fit into the gadget And the mobile webpage of Redbull will be on the screen when it is unlocked.

Advertising Agency: Hallym University, Cheonan-si, South Korea
Copywriter: Heejo Sun, Dongkyun Yu
Art Director: Minseok Go
Year: 2012

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Land Rover – Edible Survival Guide

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While Land Rover vehicles can take on any obstacles in the desert, it cannot be said the same of their owners. Scorching temperatures, deadly animals and sinkholes are just a few things they might encounter. And when they venture deep into it, even the most experienced drivers can quickly succumb to the harshness of the desert. We wanted to create something that would cut through the clutter and that these people would like to keep. So we created a survival guide, which explained the basics for staying alive in the Arabian Desert, and packaged it in a way that would spur the attention of our target audience.

We researched every indigenous animal and plant, people could encounter in the Arabian Desert and how they could be used to survive. We studied the topography of the region to guide people to safety. We used a reflective packaging similar to army rations, which could be used to signal for help, and bound the book with a metal spiral, which could be used for cooking. Finally, we even took an extra step so that in case of emergency, people could always EAT the book. It was made out of edible ink and paper, and it had a nutritional value close to that of a cheeseburger.

We sent the book to 5,000 existing customers, gave it away as a supplement to the cars’ manual and made it freely available in sports shops. The initial response was very positive. And the client was so happy with the concept that they asked us to include the book as an insert in the next edition of a car magazine, with a 70,000 circulation.

Advertising Agency: Y&R, Dubai, UAE
Chief Creative Officer: Shahir Zag
Creative Director/Copywriter: Shahir Zag
Creative Director/Art Director/Illustrator: Joseph Bihag
Copywriter: Guillaume Calmelet
Designer/Copywriter: Khaled Said
Year: 2012

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IBM – Outdoor as Utility

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Advertising Agency: Ogilvy France

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Ricola – Ricola Music Edition

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Ricola, a brand of cough drops and breath mints in Switzerland, is known for its traditional blend of thirteen natural herbs. The provision of instant relief, even to the most strained throats, is visualised with the help of the wrapping paper. The Music Edition, an illustrated release, turns the drops into the heads of suffering singers. Each and every throat appears to be constricted. However, when you unwrap a bonbon, the throat is relieved and all hoarseness disappears. Print advertising presented the five characters: Rockabilly, Pop star, Opera singer, Rapper and Punk Rocker, with the tag line, “Unwrap your voice”. The project won Gold for Package Design at the London International Awards this week.

Advertising Agency: Jung von Matt, Hamburg

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Camp Nectar – Fruit Boxes (Made from Real Fruit)

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General Brands in Brazil ran a two-year experimental campaign in which fruit was grown in the shape of Camp Nectar fruit boxes to promote the claim, “Made from Real Fruit”. Customized juice box molds were placed around growing fruit on an orchard in Paranapanema, producing 1,123 oranges, lemons, guavas and passion fruit with the Camp Nectar box shape. The specially designed fruit, complete with brand imprint, straw and carton flaps, were placed in supermarkets and fairs to promote the juice range. The campaign won a Gold Outdoor Lion, a Bronze Direct Lion, a Silver and Bronze Promo & Activation Lion.

Advertising Agency: Age Isobar, Sao Paulo

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Sweet Enough – The Candy Room

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Sweet Enough, an importer of sugar free candy products in Australia, has set up The Candy Room, a store in Melbourne designed to draw out the inner child in customers, connecting them with childhood, fantasy and fiction and of course, sweets. Black line artwork is applied on white space, supplemented with the bright colours of the sweets throughout the store.

Advertising Agency: Red Design Group

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Oreo – Oreo Crumb Case

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Miami Ad School students have developed a tea bag enclosure for Oreo cookie crumbs to infuse milk with Oreo flavor. The Oreo Crumb Case, developed as a student project, could go a long way. Just shake together all the crumbs left in the Oreo packet, sprinkle them into the Crumb Case, and infuse the crumbs in your tumbler of milk.

Advertising Agency: Miami Ad School


Thomas Lamadieu and the Sky Art

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French artist Thomas Lamadieu, also know as Roots Art, must really love looking at the sky, but for different reasons than you might think. Every time he looks up, Thomas sees a potential canvas where the building rooftops frame the sky. He photographs it and uses the odd sky shapes to create whimsical line drawings.

“My artistic aim is to show a different perception of urban architecture and the everyday environment around us, what we can construct with a boundless imagination,” says Thomas. Aren’t you just gonna see these creatures now every time you look up?

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Daniel Norris – Re-Designed Movie Posters

Daniel Norris is a creative freelance graphic designer with eight years experience in and around London agencies. Daniel created these amazing and single-color print-like movie poster redesigns. It’s fantastic how he turned iconic scenes into graphic icons for the posters.

For more information about him, you can visit his Flickr page


H-57/The Force Of Typography – Star Wars Posters For Charity (Complete Case History)

Digital art comes in a multitude of forms and shapes. Games, logos and website design are all forms of art in a certain way. But there is one form of digital art that always strikes a conversation when it is viewed, and that is typography. Sure, it doesn’t have to be digital at all. As a matter of fact, there are plenty of books out there that are entirely dedicated to typography in every form and shape. However, there is a rising trend of 3D typography art and typography where letters are used to create visual patterns that looks like ordinary image.

H-57 Creative Station, a Milan based advertising and design agency, has created posters depicting Star Wars characters using only typography. The well-received poster series, The Force Of Typography, has blown-up like the Death Star in popularity. With fans clamoring to purchase these posters, H-57 was unfortunately restricted due to licensing issues. With the use of a few characters H-57 has been able to create the heads of a StormtrooperDarth Vader and, of course, Yoda himself. There is no mistaking who they are supposed to look like, and at first glance, you won’t even be able to spot that they are created entirely out of characters.

With recent approval from Lucasfilm, H-57 plans on producing a limited run of 300 posters of each design, with all proceeds benefiting the Italy Make-A-Wish Foundation. The prints will be sold on eBay on October 21, 2011.

Matteo Civaschi, Executive Creative Director and Senior Designer at H-57 explains how the idea for these posters first began:

This project was born from a small home accident. My cat ‘Rommel’ was playing in the library and made my Darth Vader mask fall. When I picked it up, the mask was upside down, and I started examining all its elements. Looking at the upside down mouth, which is made in a shape of a pyramid with some slits, I realized that it formed a ‘W.’ From that point, I had the idea to recreate Darth Vader’s face using only typography.

Advertising Agency: H-57, Milan, Italy
Creative Director: Matteo Civaschi, Gianmarco Milesi
Art Director: Matteo Civaschi
Copywriter: Gianmarco Milesi


Playstation/DC Universe online – Mr Lee, tailor to superheroes and villains

“Mr. Lee´s tailor shop is our most successful launch campaign since I’ve been working at Playstation.” 
Francisco Sayans. Interactive Media Manager, PlayStation

Overview
Sony Computer Entertainment Spain will open on Monday 17 in Madrid to mark the launch of DC Universe Online game, tailoring Mr. Lee, a specialist in tailor made suits for superheroes and supervillains. This will be a very rare establishments where customers can design their own superhero costume with the help of a tailor who specializes in these unusual tasks. As in DC Universe Online, the hotly anticipated Massively Multiplayer Online (MMO) for PlayStation 3 and PC, visitors can make a suit to taste like a character in DC Comics. The outcome will depend on the kind of hero or villain is, the super powers you have and the weapons it will fight the Good or Evil. In the tailor Mr. Lee has been careful to detail to recreate a unique space for which it’s been DC Comics icons as Batman, Flash, Lex Luthor, Joker or Superman to be made. His tailor, Mr. Lee will receive the guests to the 29th of January in Madrid Calle Quiñones 15. Appointment is necessary through the web http://www.sastreriamrlee.com and although the real suit can be purchased on payment, tailoring Mr. Lee offers a unique and free to all visitors, if you need to buy any merchandise.


The campaign
To launch the new PS 3 game, DC Universe Online, in which you can create your own superhero or villain by choosing powers, abilities and, of course, your custom suit, we created a tailor shop that specializes in handcrafting custom suits for heroes and villains. So you can make your suit a reality and can live the same experience as the game in the offline world.
To announce the opening, we spoke directly to the people it mattered to most, from gamers and comic fans to media in general. We catered each type of media and location to capture their attention.

- Direct to special media.
– Flyers on comic stores.
– Posters on games stores.
– Videos on social media.
– Web to book appointments.

Design


To make Mr. Lee’s logo, we needed to express duality, mixing heroes and villains.  And to mix the old fashion and discrete look of a tailor shop with a modern touch of PlayStation. To create the logo we used the PlayStation symbols together with a tailoring icon: needles. And for Mr. Lee’s corporate identity we created a logo that express duality, mixing heroes and villains. So we used the Superman logo shape together with the kriptonite icon.


All posters were created based on artistic printing, a decorative style born in England at the end of the 19th century. Clearly this is is the style Mr. Lee was looking for when he open his shop in 1934.


The Tailor shop´s corporate identity scheme was created based on artistic printing, a decorative style born in England at the end of the 19th century. Using the appropriate typography on each piece.


Mr. Lee´s most special clients had the honour to be portrayed by his assistant after trying on their new suit.


The design and decoration was based on a classic antique English tailor shop, with a serious and discreet look. A unique environment, worthy of receiving such a special clientèle.

The Promotion


A tailor shop that specializes in handcrafting custom suits for heroes and villains. You can make your suit a reality and can live the same experience as the game in the offline world. The engaging experience began deciding whether to be a hero or vallain, fill out a questionnaire, and get measured. The custom suit was first created within the game and then an illustrator drew a sketch and gave it to the client together with an estimate.
While waiting to be attended by Mr. LEE, people could play the game for the first time and get inspired to think about their suits. The Madrid shop was more successful than Gotham city´s. The appointments were all filled in just a few hours and hundreds of suits were ordered. The earn media represented 4000% Return On Investment to the brand. And we are talking about news content, not advertising.

On line

PR Strategy

The tailor shop opened in the very heart of Madrid, within steps of the majority of comic book shops in the city.
Mr. Lee quickly became a top news item appearing in all major Spanish TV channels in prime time.
-10 Foreign Newspapers.
-All major Spanish newspapers.
-Even Florentino Fernandez, the “Connan o Brian” of Spain, did an imitaiton of Mr Lee on his primetime show.
The earn media represented 4,000% Return On Investment to the brand. And we are talking about news content, not advertising.
Once in the tailor shop, the media and the people in general had to decide whether to be a hero or vallain, fill out a questionnaire, and get measured. The custom suit was first created within the game and then an illustrator drew a sketch and gave it to the client together with an estimate.
While waiting to be attended by MR LEE, people could play the game for the first time and get inspired about their suits.
The Madrid shop was more successful than Gotham city´s. The appointments were all filled in just a few hours and hundreds of suits were ordered.
The earn media represented 4,000% Return On Investment to the brand. And we are talking about news content, not advertising.

Advertising Agency: Leo Burnett Iberia
Executive Creative Director: Chacho Puebla
Creative Director: Juan Christman/Juan Sevilla
Art Director: Bruno Nakano/Juan Sevilla
Copywriter: Juan Christmann
Year: 2011

Coca-Cola Zero – Impossible Experiences

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Advertising Agency: McCann Erickson, Istanbul
Creative Director:Oktar Akin
Art Director: Fira Yildiz
Copywriter: Deniz Tan
Year: 2008

The World’s First 3-sided Table Football (Environmental Design)

The Brief
Table football is one of the most liked socializing games in pubs, bars, workplaces, schools, and clubs with few rules. But there is one rule since the beginning: only four people can play the game. In order to show the target people that there are zero limits and rules we invented the new breed of the game: the Zero foosball which has 3 sides to accommodate 6 friends. Coke Zero is the biggest invention of Coca Cola lately. Coke Zero: real Coke taste, zero sugar. The brand aims to drive back young male adults to the Coke franchise. In the age of 18-25 guys leave their childhood and step into the adults’ world of obstacles and limitations. Coke Zero wants to help them see, imagine more possibilities in life than they think. If Coke Zero is possible anything is possible. The challenge was to bring the brand purpose into life via transforming limitations, norms, rules into new never seen positive experiences.

The Idea
After having the idea, we had to make it real. Several engineer groups worked on the plans for one month, we even involved the Hungarian foosball association. To reassure about the design’s enjoyability, we invited an ultimate expert for a final check.

Results
..zero foosball debuted on the most popular Hungarian music festivals.
We managed to invent a unique design medium, which not only transferred clearly the brand essence, but provided a surface where every player spent at least 15 intense and joyful minutes with the brand. It created excitement for more than 520 000 people on the spot, and the WOM even doubled the reach. The new phenomenon quickly spread on the target group’s most visited sites. The festivals already indicated their interest for the Zero foosball for the upcoming year. No one could just pass by our never seen design and game innovation.

Advertising Agency: Leo Burnett Budapest
Creative Director: Peter Tordai/Vilmos Farkas
Copywriter: Linda Zador
Art Director: Matyas Kobor/Miklos Voros
Account Director: Marta Dorgai
Year: 2009

Enormous Vending Machine (Ambient/Special Build)

Original taste. Zero sugar. Prove it’s possible. Send “ZERO” to 7015 and pick up your can here and now.

Advertising Agency: Universal McCann, Madrid
Creative Director: Josè Antonio Nogales
Copywriter: Natalia Parra
Art Director: Cristina Valle
Year: 2009

Inverted Pyramid (In-Store Marketing and Promotional Packaging)

The Brief
Coke Zero’s communication effort was to build on the equity of “making the impossible possible” which is true to what the brand promises (having that real Coke taste with zero sugar). All materials, even point of sale, had to reflect the proposition. In supermarkets and groceries where everything would blend into the shelves, it seemed impossible to stand out. Our task was to disprove that.

The Idea
How to create something impossible, then make it possible AND functional? We needed to stop shoppers in their tracks the moment they saw the product. So why not use the product itself and stack them all in a big pyramid – then turn the whole thing upside down.
Careful planning and collaboration with groceries had to be made. A pole designed as the bottom-most Coke Zero can ran from the ground up, supporting the whole structure. The shelves were made so thin, they almost looked invisible. And stock boys were instructed to constantly replenish cans to maintain the pyramid’s form.

Results
The Inverted Pyramid display vividly separated Coke Zero from the sea of sodas in the shelves. Clear proof was the 13% sales increase in supermarkets and groceries since installation of the special stands.
The proposition was brought to life in-store. Shoppers experienced the impossible made possible first hand as they shopped and picked up products from the display.

Advertising Agency: Leo Burnett Manila
Creative Director: Raoul S. Panes/Alvin Tecson
Copywriter: Therese Endriga/Cey Enriquez
Art Director: Mon Pineda/Farlet Vale/Steph Mangalindan
Year: 2010


BBC Wildlife Found Website – Almost Extinct

Brief: To raise awareness of the amount of species that are nearing extinction across the globe, while giving people the opportunity to donate or to find out more by visiting the BBC Wildlife Fund website.
The BBC Wildlife Fund raises awareness and funds to save threatened wildlife and places around the world. We were briefed to develop an awareness campaign that could convey the ongoing serious issue of the large variety of species which become extinct each year.

Idea: a calendar was developed to keep the fund at front of stakeholders minds each day, whilst also directly showing the effect mankind is having on the planet. Sent out on January the 1st (with a red pen), the calendar prompts the recipient to cross out a different species everyday of the year.

Outcome: there has been an increase in traffic to the website. It is too early to tell if there has been any significant increase in donations.

www.almostextinct.co.uk

Advertising Agency: The Chase Creative Consultancy, Manchester
Creative Director: Oliver Malty
Designer: Chris Challinor, Rebecca Low, Dulcie Cowling


Human Right Watch – Burma Pen Project

Burma Pen Project is a giant installation built at New York’s Grand Central Terminal: has won a Gold Cube at the 90th ADC Awards for Design, 4 Gold Lions, one Bronze Lion and 3 Shortlist at 2011 Cannes International Advertising Festival.


The Goal
In 2010, Burma held its first elections in 20 years. These elections would have been meaningless if more than 2,100 political prisoners remained locked up in Burma’s squalid prisons. Human Rights Watch created a campaign calling for the release of these innocent prisoners by utilizing added pressure from the public and the United Nations.

Execution
A giant installation (7’x 18’) was built at New York’s Grand Central Terminal. The installation featured a massive mock prison with 200 miniature cells and 2,000 pens in lieu of cell bars. Visitors could remove the pens to symbolically free the prisoners, and then use the pens to sign an onsite petition calling for their release.

Implementation
It was the right time to put the spotlight on Burma and the plight of the prisoners languishing in Burma’s jails. Awareness of the elections in Burma was low among many people in the United States and across the globe. HRW needed to gain the attention of the media, the world leaders and the prisoners’ captors. This hinged upon the success of engaging the public in Grand Central Terminal’s Vanderbilt Hall. The challenge was to do this in a way that would get jaded commuters to stop, listen and take action. A leaflet was handed out with further details of the campaign.

Outcome
In less than 12 hours, tens of thousands of signatures were collected from people of 86 countries. The installation attracted media from around the globe. The petition book was then sent to the United Nations’ Secretary General and leaders of countries that maintain close ties with Burma. Due to its success, the installation toured Prague and Brussels. Most importantly, more than 150 political prisoners have since been released, including opposition leader Aung San Suu Kyi.

Advertising Agency: JWT, New York
Chief Creative Officers: Harvey Marco, Peter Nicholson
Executive Creative Director: Andrew Clarke
Head of Art: Aaron Padin
Art Director: Roy Wisnu
Copywriter: Chris Swift
Director of Photography: Izzy Levine
Photographers: Izzy Levine, Bill Bramswig / Platon


The Deli Garage – Parmesan Pencils

The 3 different types of parmesan cheese needed packaging, which is easy to handle at meals and also lists portioning suggestions as a bonus. With the built-in grating function you can sprinkle delicious, appetizing flakes of parmesan cheese on your meal.

Develop packaging for a trio of selected parmesan cheeses including a grater shaped like a pencil sharpener – an addition to the ‘The Deli Garage’ range, a food label that supports small manufacturers of delicacies with lovely packaging ideas.

The cheeses are shaped like oversized pencils, where the “leads” contain three different flavors: truffles, pesto and chilli. With the sharpener included, the required amount of cheese can be sprinkled on the dish. A scale on the pencils and on the back of the packaging doesn’t just simply list how much of the Cheese Pencil is needed for each dish, but even how many calories the portion contains.

Results: The limited first edition of 500 was sold out 2 weeks after the launch.

Advertising Agency: Kolle Rebbe, Germany
Creative Director: Katrin Oeding
Art Direction: Reginald Wagner
Copywriter: Thomas Voelker


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