McDonald’s Fresh Salad – Make the medium the message. Literally.



The communication goal
McDonald’s has always been about quality of ingredients. Only 100% beef goes into its hamburgers. Hundreds of thousands of eggs are cracked daily for breakfast. Coffee is brewed freshly every 20 minutes. And only the freshest lettuce goes into the salads.
The challenge was to promote this quality of-ingredients message at a time when McDonald’s was poised to launch a new range of products, including a Southwest salad. Our solution? Make the medium the message. Literally.
Creative Execution
In short, we grew a billboard. Over three weeks, thousands of heads of lettuce grew to spell out ‘Fresh Salads’.
After locating a South-facing billboard for maximum sunlight, we called upon one of the nation’s leading horticulturists. He scoured the country for the 17 varieties of lettuce that go into a McDonald’s salad. After that, it was up to Mother Nature and an army of gardeners watering and pruning twice a day.
 The appeal of McDonald’s salads crosses multiple demographic groups. However, it was felt that the core audience for this initiative was 18–49.
The target audience was exposed to the messaging because of its prime location: a highly populated neighbourhood; next to a major subway station and alongside numerous busy bus routes; and metres away from Chicago’s most popular sporting venue.
The result
Sales in the market area increased by 30%, with more than 546,000 salads sold. PR return on investment was extraordinary. Local broadcast media covered the story, as did numerous national and international publications. The billboard also made a huge splash in the blogosphere

Advertising Agency: Leo Burnett, Chicago
Executive Creative Director: Mark Tuttsel
Creative Director: John Montgomery/John Condon
Art Director: Vince Cook/Brian Shembeda
Copywriter: Gary Fox-Robertson/Avery Gross


Bar Aurora/Boteco Ferraz – The $73,000 Bar Tab




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


Mini Christmas Box







2009 was the year of MINI’s “99 euro” campaign. MINI was looking for a closing offensive within this campaign for the month of December. The goal was to convey the MINI brand experience in combination with the low price. We used the familiar day-after-Christmas street scene: rubbish bags, Christmas trees, and the cardboard boxes our presents came in. A recognisable scene that MINI also makes intriguing. Because all over the city, we see a MINI Box on people’s doorsteps with a big “99 euro” price-tag. This is how we showed that MINI falls under the category of “affordable presents”.

Advertising Agency: Ubachswibrun/JWT, Amsterdam
Creative Director: Thijs De Boer/Martin Van Der Werf
Copywriter: Thomas Reinold
Art Director: Thom Van Rijckevorsel


Red Cross Store+ – The store that sells hope


Insights, Strategy & the Idea
The Red Cross needed to raise money for its main causes during the Christmas season. Being that this is the time when people are more compassionate and are inclined to shop, the idea was born. The main marketing and communication objectives were to promote and sell Hope. A product that cannot be touched, seen, worn or heard. But felt. The target was just about everybody. From adults who went out to shop to the younger audience who identified with the possibility of buying Hope. The uniqueness is simply the fact that it is a product that is only felt but that was sold like a normal product at a time when Hope is in most demand in the world. Through the use of a Store that sells Hope instead of regular media to ask for donations, we cut through the clutter and changed the act of giving a gift.

Creative Execution
The creative strategic solution was to convey the idea of the perfect shopping alternative for Christmas: buy Hope. We made sure it had the perfect balance of a regular Store and one that sold something you couldn’t actually touch. It stood out and quickly became the mall’s center of attention. To maximize the response to this idea we used several channels. Radio as a teaser with renowned celebrities endorsing. We made several short films documenting every stage of the construction and played them online and at the mall. PR efforts made sure it was constantly a topic in TV shows, radio interviews and magazine articles. Street billboards near the Store reminded for people to change the gift to help change the world. Ads in print media sustained the message along the Store’s run. And finally the Store itself became the best medium to spread the word about buying Hope.

Results and Effectiveness
As a result, hundreds attended the opening. The media coverage was unlike anything the Red Cross had experience in its history.The Red Cross was able to exceed the needed funds to carry out several of its programs and it helped change people’s attitude towards the act of donating. Finally the Store quickly reached the shopping top ten in sales and had to extend its opening hours and closing date. The success of the Store has made possible the plans of opening new ones in Portugal, Spain and wherever there is a Red Cross. With solid plans in several locations.

The promotion: from concept to implementation
Once the idea of selling Hope was born, we searched for the perfect spot in a popular shopping center. Architects, engineers, creatives and the client, together built it in record time. We promoted the the sale of Hope just like we would with a regular Store. But with the emphasis on the fact people could buy Hope. At the end, the goal was to have people feel the experience of shopping. Because even though they left the store with their hands empty – they would leave with their hearts full.
Hope became the perfect gift alternative this Christmas. The promotional efforts led to hundreds lining up to buy Hope on opening night and the Store reached the Mall’s top ten in sales in the first day. Due to the success there are solid plans to open new stores in Portugal, Spain and wherever there’s a Red Cross. And finally, to promote the sale of Hope was to promote the Red Cross, which has now risen remarkably in terms of awareness. After all, selling Hope has definitely changed the way people see the act of giving.
It was a Store that sold a product you cannot touch or see. And it was surrounded by dozens of actual stores with thousands of products. All that inside a mall during the busiest shopping season of the year. So, the promotional effort of advertising Hope as a gift alternative for Christmas, as a product proved to be just right. Because people embraced the idea and identified the Red Cross as part of the shopping experience. Also the way Hope was promoted was crucial to the success. With different sizes, values and kinds as they related to the different causes

The direct campaign
The objective of the direct campaign was to create a demand for a product that could not be touched, seen, heard or worn, but felt. Hope. And by doing so, raise money for the Red Cross. Direct marketing was extensively used to generate interest. First with brochures of the project for potential partners. Then with formal invitations to opinion makers, news outlets and celebrities handpicked to endorse it. That combined with the Internet to reach the general public, led to desired curiosity and number of customers at the opening and after. The creative execution achieved just the right tone as it reached different targets and was able to create the demand for Hope and sustain the public and media interest on the Store. A Store that was both a commercial place but with an emotional side to it gave us the opportunity to reach out to people like no retail store had ever done before. The originality of Hope as a product and a Store that sold it in various sizes and kinds let us create several types of direct marketing elements. All of them with Hope in mind.

We had to be sure people understood it wasn’t just any other store. But one that sold Hope. And had to be clear it would be in a mall and have every characteristic of an actual retail store. At the same time, people had to make the connection between the Store and the Red Cross. The solution was to convey as close as possible the Christmas shopping experience with a direct marketing that created curiosity and awareness at the same time. The response was huge with hundreds attending the opening, several companies joining the project and a constant flow of customers.
From the three hundred formal invitations sent out to the opening, close to 90% confirmed their presence. All three major networks, the magazines with greater circulation and all radio stations that were targeted were present. The flow of public driven by the site, web features and regular mail, kept the Store with a constant flow of customers. The Store also led to partnerships with corporations that was only possible due to the initial direct effort to present the Store in detail. The investment was recouped and helped spread the word about the Store that sold Hope. Lots of it.

Design: the challenges and key objectives

Hope cannot be touched, seen or worn. But Hope can be felt. Our main challenge was to find the perfect design to convey the idea of a retail store that sold Hope. It had to be easily identified as a store and as part of the Red Cross universe. The main objective was to make sure people had a shopping experience in it. And the design was vital. Since it was the design of the Store, all graphic materials such as shopping bags had to make it stand out from dozens of stores in the same mall.
From the start we aspired to a minimalist design. The vouchers indicating the prices and causes for example had to be simple; explain what they meant with just a glimpse of them. And although the Red Cross logo was everywhere, we gave it some retail personality by assigning black and white images to the materials in order to never overshadow the actual message: selling Hope. The minimalist design of all material and the interior design made the Store hip and desired. And eventually the centrepiece of the mall during Christmas.
Every person that came in contact with the Store design quickly understood the concept. Materials such as shopping bags and vouchers of Hope had to printed again due to the public’s increased interest in having one each. The interior design on the other hand, made the Store inviting, friendly and desired. And the best of all: the design was easily adapted to any medium, making the communication stronger and more relevant. The Store design in all its forms has become a reference for future NGO’s projects and the blue print for future Hope Stores.

PR Project
To help the Red Cross raise money we built an actual retail store. The store sold something you can’t touch, see, wear or hear, but feel: Hope. The stores still had hangers, windows, fitting rooms, salespeople, and bags but had one difference: people left with their hands empty but with their hearts full.
This idea was communicated across several channels, from radio to features on the Internet and print. And from the start two of the biggest Portuguese celebrities became the Stores’ ambassadors: DIOGO INFANTE and ALEXANDRA LENCASTRE.

The Store’s opening had hundreds of guests and was in TV newscasts in the same evening. The Store exceeded all expectations, reaching the Mall’s top 10 in sales in the first day. And there are now solid plans to open new ones wherever there’s a Red Cross. All selling Hope.
At a time when the world has the biggest demand for Hope, this PR campaign fell into place perfectly. The biggest challenge was to communicate in a clear and emotional way with a product that can only be felt. We had to find just the right balance between the rational and emotional. The Store Celebrity Ambassadors were crucial to spread the message. They recorded radio ads, constantly referred to the Store in interviews and hosted the opening. Diogo Infante and Alexandra Lencastre definitely helped sustain the buzz and interest in the idea of buying Hope.
The Christmas Season is the most important time for any retailer, a time when people buy more than ever. We concentrated all of our efforts to dramatically increase demand for Hope, starting in early November – with the peak of the campaign on the two weeks prior to Christmas Eve and a major effort on the actual Christmas Eve.
The celebrity ambassadorship ensured the Store was kept in evidence throughout the media, sustaining momentum up until the very last day. Since we were aiming for different targets, we designed a plan in a way it would reach all channels gradually at first and simultaneously once the Store was opened. The tone of the campaign was aimed for a genuine approach, with just the perfect balance of the emotional side and the realities facing the causes supported by the Red Cross.
After the tone of the campaign was decided during the planning stage we set out to chart each medium and target according to the schedule of the Store, and the same with the Celebrity involvement in the campaign.
The schedule can be divided in three parts: the informative and teaser stage, the opening stage during the firs two weeks and the final stage that lasted up until the last day of the Store. This was carried out with specific channels suited for each stage. The Internet, radio features, interviews from celebrity sponsors were used to spread the idea of a Store that sells Hope. The best part of it all is that the message did spread faster than our wildest expectations. With all channels working to keep Hope a best seller during Christmas, the PR campaign showed to be a success indeed. The objective was to have people donate to the Red Cross in a way that had never been done before. A Store that sells Hope had the potential to do that. And the PR campaign was vital, as was the Celebrity endorsement to support the idea of selling Hope. For it gave the idea its deserved credibility and importance.

The results indicate it was the perfect idea for the current world we live in. Since the store reached the Top 10 in sales in the first day. Increased the number of volunteers and the number of people who had never donated before. It also brought other companies to partner with the Red Cross in its effort to raise money. And certainly the most promising result is to know that currently there are plans to open Stores just like it in other places. All of them selling Hope. Lots of it.

After the enormous success of the Red Cross Store+ in Lisbon last year Leo Burnett Spain created a pop-up bookstore again in an upscale shopping center in Madrid.


The shelves are filled with what look like real books. Each cover is associated with one of the 4 most important causes that the Red Cross supports. The books are blank inside but bookmarks let everyone know that by making a donation, they would be contributing HOPE to make the story a happy one.
The objective: To remind the public that by making a donation, they are helping to better the lives of people in need.
Record breaking donations were made in the first weekend. The STORE will be open through the end of December.
The full impact is yet to be determined but the opening night saw over 200 hundreds guests including many celebrities who came to show their support for the cause. They include, Álvaro Arbeloa and Ruben de la Red, both football stars of Real Madrid, the world champion gymnast Rafa Martinez, the recording artist Raúl, the television and film actor Miguel Hermoso, the journalist and televison personality Paqui Peña, and comedians Tony Antonio and Bigote Arrocet, among others.

Advertising Agency: Leo Burnett Lisboa

Creative Director: Chacho Puebla
Copywriter/Creative Director: Erick Rosa
Art Director/Creative Director: Renato Lopes
Production Director: Cristina Almeida
Graphic Producer: António Junior
Graphic Producer: António Franca
Account Director: Marta Guimarães
Account Director: Inês Almeida
Account: Renata Ferreira
Creative Advisor: Tura
Av Producer: Hugo Lage


Axe, Rexona, Impulse: The VegaOlmosPonce Effect

Axe Deodorant – MOON
An astronaut who has just landed on the moon is pursued by a beautiful woman. The power of Axe.
Creative Director: Fernando Vega Olmos
Copywriter: Hernan Gonzales
Art Director: Hernan Damilano
Production Company: Cinetauro Producciones Cinematograficas, Argentina
Director: Jojo & Bosco
Year: 2000

Axe Deodorant – JUSTICE OF THE PEACE
After her wedding, a bride finds herself under attack from her girlfriends who pelt her with rice. The power of Axe.
Creative Director: Fernando Vega Olmos
Copywriter: Hernan Gonzales
Art Director: Hernan Damilano
Production Company: Cinetauro Producciones Cinematograficas, Argentina
Director: Jojo & Bosco
Year: 200o
Silver Lion

Axe Deodorant – METAMORPHOSIS
Axe Boy gets bitten by a mosquito, then the new Axe fragrance gets passed from one character to another.
Creative Director: Hernan Ponce/Gustavo Taretto/Gabriel Vasquez
Copywriter: Pablo Minces
Art Director: Norberto Vatrano
Production Company: The Gang Films, Argentina
Director: Laurence Dunmore
Music: Love is in the air
Year: 2002
Golden Lion

Axe Body Spray – COAT STAND
A young guy sprays lots of Axe to his coat stand. A girl is reading a magazine, paying no attention to him. The girl starts dancing sensually, in an erotic way around the coatstand. The guy is lying on bed, enjoying the show. Then he sprays Axe over his chest.
Creative Director: Hernan Ponce/Hernan Jauregui/Pablo Batlle
Copywriter: Mario Crudele
Art Director: Martin Ponce
Production Company: La Doble A, Argentina
Director: Armando Bo
Year: 2003
Silver Lion

Rexona Deodorant for men – ROUND/CHEERLEADERS/ODALISQUE
A very tightly dressed man wearing girl’s sexy clothes comes in a box-ring showing the board with the number of the round up in the air. Then, the umpire, the boxwer’s assistant and even the boxer, begin to smell the terrible stench this guy emanates when he passes them by.
In a Basketball stadium five very masculine guys are dressed like cheerleaders. The choreography is perfect and their movements are synchronised. The spectators seem to enjoy the show when suddenly they begin to smell an awful perspiration odour emanating from the cheerleaders.
When Arabic music begins to play at an Arabic-style restaurant, men are expecting to see a belly dancer. The belly dancer appears but it’s a guy. The chubby guy moves seductively. People seem to enjoy it when suddenly they begin to smell an awful perspiration odour emanating.
Creative Director: Hernan Ponce/Pablo Batlle/Hernan Jauregui
Copywriter: Analia Rios
Art Director: Ricardo Armentano
Production Company: Ladoblea, Buenos Aires
Director: Armando Bo
Year: 2004

New Rexona Sensitive – REFEREE
Supporters are really furious with the referee as he doesn’t caution the players for their infractions in a soccer game with the red card. He makes signs to them to continue with the game without raising the arms because his armpits are irritated.
Creative Director: Hernan Ponce/Hernan Jauregui/Pablo Batlle
Copywriter: Mario Crudele
Art Director: Martin Ponce
Production Company: La Doble A, Argentina
Director: Armando Bo
Year: 2004

Rexona for men – SHIRTS
A man sweats very often during the day. To avoid being seen like this he decides to steal shirts and t-shirts of other men who do not sweat. He cannot stop stealing because he cannot stop sweating. Finally, tired of this, he decides to start using the Dry deodorant Rexona.
Creative Director: Hernan Ponce/Rafael D’Alvia/Sebastian Stagno
Copywriter: Matias Corbelle
Art Director: Diego Sanchez
Production Company: Rebolution, Buenos Aires
Director: Armando Bo
Year: 2005
Bronze Lion

Axe Body Spray – NO
The objective is to communicate that Axe’s effect and fragrance lasts 24 hs. A guy meets a girl on the street and asks her to have a coffee with him. She always turns down his proposals but he’ll continue asking her out to other places until he acomplishes the ultimate challenge.
Chief Creative Officer: Hernan Ponce
Creative Director: Rafael D’Alvia/Sebastian Stagno
Copywriter: Analia Rios
Art Director: Ricardo Armentano
Production Company: La Banda Films, Beverly Hills
Director: Josè Pratt
Year: 2005
Bronze Lion

Axe Body Spray – JEREMIAH
In this saga Jeremiah, a regular Brazilian guy who used squeeze for years, was wasting an amount of girls per application. The “City Of Girls Wasted By Jeremiah” is shown, a place inhabited only by gorgeous women and now Jeremiah using Axe Compact is determined to get them back.
Chief Creative Officer: Hernan Ponce
Creative Director: Rafael D’Alvia/Sebastian Stagno/Hernan Jauregui
Copywriter: Analia Rios/Angel Castiglia
Art Director: Ricardo Armentano/Hernan Ibarra/Sebastian Visco
Production Company: Ladoblea, Buenos Aires
Director: Armando Bo
Year: 2005
Bronze Lion

Axe Unlimited Body Spray – AXE ACADEMY CAMPAIGN
A boy is introduced to a series of courses in advanced seduction techniques for pulling a girl



Chief Creative Officer: Hernan Ponce
Creative Director: Rafael D’Alvia/Sebastian Stagno/Hernan Jauregui
Copywriter: Martha Kern
Art Director: Tamara Litovski
Production Company: La Banda Films
Director: Josè Pratt
Year: 2005
Shortlist

Axe Deodorant – SHOWER
Anchored in the seduction territory in which Axe is a leading brand around the world,the TVC shows the life of a guy who perspires excessively; so excessively, in fact, that he can’t seduce the girl he likes. The commercial presents an innovative aesthetic aspect for the brand given by the non-traditional camera use and by the settings in which it takes place. The kind of humor it uses and the way the story is told are also fresh approaches for the brand, which aims at consolidating the product in the minds of consumers.
Chief Creative Officer: Hernan Ponce
Creative Director: Rafael D’Alvia/Sebastian Stagno
Copywriter: Hernan Ponce
Art Director: Facundo Romero/Diego Sanchez
Production Company: CZAR.BE, Brussels
Director: Lionel Goldstein
Year: 2006
Silver Lion

Rexona Teen – GHOST TRAIN
Four teenagers are at an amusement park. They are in a car of a really strange Ghost Train that takes them on a sinister ride. It’s sinister for them as they are going through different situations where girls of that age always have a bad moment. A Dad who picks them up at the disco, a teacher who makes them come up to the blackboard or a little brother who reads their emails. All is really horrific for these girls who keep on screaming terrified during the commercial, until they come out from the ride and the nightmare ends.
Creative Director: Hernan Ponce/Rafael D’Alvia/Sebastian Stagno
Copywriter: Analia Rios
Art Director: Ricardo Armentano
Production Company: Gorgeous, London
Director: Peter Thwaites
Year: 2006

New Rexona Sport Fan – PLOT
The commercial tells the story of some football fans who hide Rexona deodorants from Ronaldinho so he is not able to use it and as a consecuence, he sweats. They steal the deodorant from his hotel bathroom. Ronaldinho notices this and starts a search on the streets of the city that finally ends in the Rexona´s Factory. A great surprise is waiting for him. Instead of deodorants, he finds rabbits. Coming to the end three more football players appear looking for a Rexona: Riquelme, Puyol and Borguetti.
The concept of the commercial is: Players have to sweat. Fans don’t.
Executive Creative Director: Hernan Ponce
Creative Director: Rafael D’Alvia/Sebastian Stagno
Copywriter: Matias Corbelle
Art Director: Diego Sanchez
Production Company: The Gang Films, France
Director: Laurence Dunmore
Year: 2006

New Rexona Men Maximum – REFLECTION
A man applies Rexona to go to work. His reflection behind the mirror is doing the same. There’s a dark world hidden into the mirror where all the human reflections live. All the reflections are running to reach the next mirrors. In the real world, the man drives to work unaware of it. Before a meeting, he goes to the restroom and his reflection gets there 2 seconds before. They both check their dry armpits in the mirror. The protagonist leaves the restroom and his reflection moves into the dark corridor to rest, but he has to start running again!
Executive Creative Director: Hernan Ponce
Creative Director: Rafael D’Alvia/Sebastian Stagno
Copywriter: Matias Corbelle
Art Director: Diego Sanchez
Production Company: The Gang Films/Wasabi, France
Director: Eric Hillebrand
Year: 2006

Axe 3 Fragrance – CRASHERS + CASE HISTORY


Describe the campaign
Axe needed a real product and communication innovation that would take its consumption rates to the next level.
To achieve this, we created the NEW AXE 3: two Axe that could be mixed to get a third fragrance.
To communicate the concept of “mixable fragrances” we came up with a simple, straightforward & 100% Axe media neutral idea: mixable Axe fragrances would give guys mixable women.
The campaign was based on this simple concept, showing guys in every form of media available that it is good to mix, and even better to mix different kinds of gorgeous women.
That’s how the craze of mixing women started.
Describe how the campaign was launched and executed across each channel in the order of implementation.
The first wave of communication established the concept on a large scale through the TV ad. We also used specific billboards that suggested ways for guys to mix girls from real parts of the city near the ad, and gave away leaflets where guys could combine different parts of women.
The second wave of communication was centered on an interactive billboard where guys could vote for their favorite combination using their cellphones or the Axe site.
These women combinations became real and visited radio shows and hot spots in the city to encourage guys to vote for them.
The winning combination was displayed on the billboard.
Give some idea of how successful this campaign was with both client and consumer.
“Crashes” TVC achieved above-average scores in Recognition, Enjoyment and Branding.
The campaign clearly generated new awareness for the brand & achieved huge engagement levels.
“Crashes” has proven to drive consumption to higher levels:
• In Latam, we got a 35% increase in consumption per application rate.
• The consumption in grams increased 50% by using both sprays at the same time and pack-life was reduced 10 days.
• This incremental consumption drove growth: 2% incremental share in Argentina and 10% incremental turnover.
To sum up, we are glad to say that this campaign exceeded our communication and business goals.

Chief Creative Officer: Hernan Ponce
Creative Director: Rafael D’Alvia/Sebastian Stagno
Copywriter: Angel Castiglia/Matias Corbelle
Art Director: Facundo Romero/Diego Sanchez
Production Company: Blink, London
Director: Lynn Fox
Year: 2007
Grand Prix Integrated/Bronze Lion

Impulse for men – HARD TIME FOR ROMANTICISM



The campaign shows typical situations of love films between couples where men are about to do a romantic and important declaration of love and finally it results to be a disappointing declaration for women.
Chief Creative Officer: Hernan Ponce
Creative Director: Rafael D’Alvia/Sebastian Stagno
Copywriter: Analia Rios
Art Director: Ricardo Armentano
Production Company: Rebolition, Buenos Aires
Director: Armando Bo/Lemon
Year: 2007
Silver Lion for the campaign

Axe Deodorant – FISHES
The TVC objective is to communicate the antiperspirant benefit of dryness but within the Axe territory of seduction.
Creative Director: Hernan Ponce/Rafael D’Alvia/Sebastian Stagno
Copywriter: Josè Pereira
Art Director: Pedro Losada
Production Company: Partizan, Los Angeles
Director: Traktor
Year: 2007
Shortlist

Axe Dark Temptation – CHOCOLATE MAN
The commercial starts with a guy in his bathroom spraying the new Axe Dark Temptation. When we see the guy again, we realise that now he has turned into a chocolate man. He goes out and starts meeting gorgeous girls in different situations and they go mad about him!
Chief Creative Officer: Hernan Ponce
Copywriter: Mario Crudele
Art Director: Martin Ponce
Production Company: MJZ, Los Angeles
Director: Tom Kuntz
Music: A sweet touch of love (Allen Toussaint)
Year: 2008
Golden Lion

Axe Deodorant – QUAKE
The commercial starts in a solarium. It is still daytime and we see a lot of people treating themselves to a drink. The place is quite large and has a huge pool. There is a guy standing next to the stairs. When a girl approaches him, we start hearing his heart beat. Then he places his hand on the wall and little by little the whole place starts falling apart. But he stays dry and calm to get the girl thanks to the new Axe Pulse.
Chief Creative Officer: Hernan Ponce
Copywriter: Mario Crudele
Art Director: Martin Ponce
Production Company: Rebolution, Buenos Aires
Director: Armando Bo
Year: 2008
Bronze Lion

Axe Shower Gel – CHURCH

We see a guy of about 18 at his home, taking a shower with a pink soap. He then goes out and we see him driving a truck with a church attached to it around the city trying to marry all the girls he meets but all of them run away from him. He returns home disappointed and, while he is taking a shower, he realises that the women’s soap he is using made him think like a woman.
Creative Director: Hernan Ponce/Rafael D’Alvia/Sebastian Stagno
Copywriter: Josè Pereira
Art Director: Pedro Losada
Production Company: Rebolution, Buenos Aires
Director: Luciano Podcaminsky
Year: 2008
Shortlist
Impulse Deodorant – BETWEEN A ROCK AND A HARD PLACE
The commercial tells the story of a young man who has to choose between the love of a girl and his bachelor’s life with friends. He takes the girl to her home and when he opens the car’s door, a squad of friends appears and sets up an operation to stop him. He has to make a crucial decision: open that door or go back to his friends.
Finally, he opens it. His friends go away, disappointed by his decision. While the couple kisses passionately, it can be read: True love still exists.
Executive Creative Director: Hernan Ponce
Creative Director: Walter Aregger
Creative Director: Hernan Ibarra
Production Company: Gorgeous Enterprise, London
Director: Peter Thwaites
Year: 2008
Shortlist

New Rexona Skin Care – PAPER DOLL CAMPAIGN
A paper doll comes to life and starts choosing what to wear. She tries some dresses on that she doesn’t like so she throws them away. Her underarm skin starts getting damaged, and her armpits rip while she struggles with the paper clothing. She finally chooses one dress and she realised how deteriorated her underarm skin is. Then she finds the solution in a magazine where we can read: “You know your underarm skin can get damaged. We know how to take care of it. New Rexona Skin Care, the line that helps your skin to keep itself healthy”.
The paper doll is running on a record player. First she has a smile on her face and moves her arms with great enthusiasm, but then she starts getting tired, sweating and her underarm skin starts getting red. She tries to stop the record player but she can’t reach the handle and she finally slips and falls.
We see the paper doll sitting on a hair brush, wrapped with a towel. She observes her underarm skin at the mirror and she notice that they are very red. The doll stands up with her arms on her waist and she kicks the razor. The razor doesn’t move but the dolls foot really hurt. “You know that shaving can damage your underarm skin. We know how to take care of it. New Rexona Skin Care, the line that helps your skin to keep itself healthy”
The paper doll is reading a book and protecting herself from the lamp with a paper parasol. She closes the parasol and puts on her glasses. She continues her reading but she feels the heat coming from this lamp and tries to fan some air with her hand. Her cheeks start getting red and so does her underarm skin. Finally the paper doll turns off the light.
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Analia Rios/ Ricardo Armentano
Copywriter: Josè Pereira
Art Director: Pedro Losada
Production Company: Gorgeous Enterprises, London
Director:Peter Thwaites
Year: 2008

Axe Day & Night – SQUARES
The commercial shows us a day in the life of a man that uses Axe Day & Night. From the concept “one is suitable for general audiences, the other one is not”, we see situations of flirting during the day, while using Axe Day, but when we get to the night, the image starts to get pixilated.
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Walter Aregger/ Hernan Ibarra
Copywriter: Analia Rios
Art Director: Ricardo Armentano
Production Company: Rebolution, Buenos Aires
Director: Armando Bo
Year: 2009
Bronze Lion

Axe Shower Gel – SO CUTE
The commercial shows the story of a guy that, after using a pink bar of soap, is confused by little animals for a fairy tale princess. We see animals trying to dress him up as a cute girl. And at the end, the solution to his problem: Axe Shower Gel, the liquid soap with fragrances created for men.
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Walter Aregger/ Hernan Ibarra
Copywriter: Joaquin Cubria
Art Director: Ignacio Ferioli
Production Company: Garlic Film, Madrid
Director: Marcelo Burgos
Year: 2009

Impulse Summer Splash – SEAWEEDS
We are on the deep sea. A young man is feeding some fishes that are swimming near him when a pretty girl goes behind him. He smells her and turns around to follow the smell and sees her leaving. He immediately starts running to a seaweeds store. He grabs a bouquet, gives money to the owner and runs after the girl. He reaches her and gives her the seaweeds. We hear a voice-over saying: If suddenly someone you don´t know gives you seaweeds, this is Impulse Summer Splash, the new water resistant fragrance. She takes the bouquet smiling, and while they are standing close together on the deep sea, the camera cut to the packshot.
Executive Creative Director: Hernan Ponce/Walter Aregger/ Hernan Ibarra
Copywriter: Analia Rios
Art Director: Ricardo Armentano
Production Company: Rebolution, Buenos Aires
Director: Armando Bo
Year: 2009

Axe Deodorant – AXE BODY LANGUAGE CAMPAIGN
The commercial shows us a guy dancing in a clumsy way for two lovely girls sitting in front of him. The girls look at this and, analyzing his body language, run away. Once he sprayed Axe all over his body, he dances exactly as he did before, but this time the girls love the way he moves.
The commercial shows us a guy standing in front of two beautiful girls sunbathing next to a swimming pool. He is doing some weird movements. The girls think his body language means he is missing his mommy and instantly leave him alone. But when he shows up again using Axe all over his body, the girls can’t help seducing him.
The commercial shows us a man who is trying to seduce a girl talking and doing some strange movements as if he ws asking her to scratch him; the girl looks at him and runs away. Eveything is different when he sprays Axe all over his body and the girl jumps into his cowboy arms.
Chief Creative Officer: Hernan Ponce
Creative Director: Walter Aregger/ Hernan Ibarra
Copywriter: Rafael Santamarina
Art Director: Juan Manuel Montero
Production Company: Rebolution, Buenos Aires
Director: Luciano Podcaminsky
Year: 2009

Axe Sharp Focus – PARANOID EYE
The commercial tells us the story of a guy that couldn’t help checking his sweaty armpit every time he met a girl, blowing every chance to seduce them. But with the new Axe Sharp Focus, he finds the solution and starts feeling more confident.
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Hernan Ponce
Copywriter: Joaquin Cubria
Art Director: Bruno Tortolano
Production Company: Pioneer Productions
Director: Traktor
Year: 2009

New Axe Twist – ARMS
This is a story about a guy who tries to seduce a girl, and the special feature is that he is assisted by 2 production line robotic arms that change his look every time the girl starts to get bored keeping it interesting. All thanks to the fact that he uses Axe Twist, the fragrance that changes during the day.
Chief Creative Officer: Hernan Ponce
Creative Director: Walter Aregger/ Hernan Ibarra
Copywriter: Ariel Serkin
Art Director: Hernan Cerdeiro
Production Company: Furlined, Santa Monica
Director: The Perlorian Brothers
Year: 2010
Bronze Lion

Axe Deodorant – DESTINY
Destiny is an inevitable force. It is written that what is meant to be will be. Thus, this piece shows us two soul mates on the day when their paths lead them to what would appear to be an inevitable encounter.
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Walter Aregger/ Hernan Ibarra
Copywriter: Joan Ure
Art Director: Christian Rosli
Production Company: Prettybird, Los Angeles
Director: Paul Hunter
Year: 2010
Bronze Lion

New Axe Play 2010 – SOFAURUS
Three male friends are watching a televised football match sitting on a sofa. The particular aspect is that this sofa is actually the body of one of them, a sort of centaur with a human torso and a sofa body.
As soon as the match finishes, the friends leave and the sofa-man begins to get ready for a moment of seduction. He takes off his shirt, showers, cleans the pillows and sprays his body with deodorant. Finally, we see that he places himself in the bedroom and unfolds a bed which becomes his body. We see that the bed unfolds with two beautiful women on it which had been stored away inside him and they gaze seductively at the sofa- man. At this point we hear: “Because as soon as you stop thinking about football, you start thinking about women again. New Axe Play 2010.”
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Analia Rios/Ricardo Armentano
Copywriter: Juan Pablo Lufrano
Art Director: Norberto Vatrano
Production Company: Rebolution, Buenos Aires
Director: Armando Bo
Year: 2010

New Axe Dry Sensitive – WINGS OF GLORY
The commercial shows, with irony, the rivalry between two men over a woman.
When two very masculine pilots who are taking off from an aircraft carrier using only their arms spread out like wings to fly with, start to compete as they are watched by a sensual female instructor. But the speed and the acrobatics becomes too much for one of them, as a strong discomfort in one of his armpits compels him to scratch and he falls, inevitably, into the water. Demonstrating thus that armpit irritation reduces the power of seduction and the new Axe Dry Sensitive is the answer to this.
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Walter Aregger/ Hernan Ibarra
Copywriter: Juan Pablo Lufrano
Art Director: Norberto Vatrano/Gabriel Huici
Production Company: Pioneer Productions/Park Pictures, Buenos Aires
Director: Benzo Theodore
Year: 2010

Axe Musicstar – LIMO
It’s a classical hip hop video clip in which we see an eccentric rapper singing to the camera surrounded by beautiful women, an action that is interrupted when his groupies start to distance themselves until they surprisingly come upon a young man’s hands putting on Axe Musicstar.
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Analia Rios/Ricardo Armentano
Copywriter: Juan Pablo Lufrano
Art Director: Norberto Vatrano
Production Company: Rebolution, Buenos Aires
Director: Armando Bo
Year: 2010

Impulse New Romantic Fragrance – STARES
Stares, is a clear demonstration of how sometimes a unique attraction can be generated between a man and a woman. A very special connection, one which absolutely nobody, or anything can come between. It starts with a stare, and ends with them together. All of this, thanks to the fragrance of Impulse
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Walter Aregger/ Hernan Ibarra
Creative Director: Analia Rios/Ricardo Armentano
Copywriter: Joan Ure
Art Director: Christian Rosli
Production Company: Pioneer Productions/Park Pictures, Buenos Aires
Director: Lance Acord
Year: 2010

Rexona for men – ZOMBIES
Months before the World Cup begins, football fans begin to suffer from the anxiety of wanting to hear that initial whistle. The story – a parody of typical zombie movies – depicts how football fans become zombies because of the World Cup but, instead of roaming around the streets to the shout of “brain”, they do so to the shout of “football”. The idea is to draw a parallel in the behavior of zombies and of men during World Cup season.
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Walter Aregger/ Hernan Ibarra
Creative Director: Analia Rios/Ricardo Armentano
Copywriter: Joan Ure
Art Director: Christian Rosli
Production Company: Hungry Man, Los Angeles
Director: Brian Buckley
Year: 2010

Axe Ex-Friend Body Spray – ZIPPER/BLANCHET
At a building porch, a girl of 17 years old asks her friend to lift the zipper of her dress. The guy accepts without any problem. At the moment when he is helping her, a huge construction worker appears. They start fighting to raise and low the zipper. Finally the guy gets to lift it up. The construction worker can´t believe it. He looks at him like saying “you are lost, you don´t know what you´re doing” and he gives the guy the New Axe Ex-Friend. The guy applies it under his t-shirt. What you add as a friend, you take away as a man. Finally the girl lows down the zipper and looks at him like inviting him to her house. We see the pack over a table, and the construction worker appears behind. New Axe ExFriend. Fewer friends, more women.
We are on a beach and we see a group of boys and girls sitting around a fire, one of the girls falls asleep on one of the guy’s legs. While the guy covers her with a blanket, a huge fisherman appears. From now on we see how the guy and the fisherman start fighting removing and putting the blanket. Finally the guy gets to cover her. The fisherman completely disappointed with the guy´s attitude, hits him a little in his head and then gives him the New Axe ExFriend. The guy applies it under his t-shirt. What you add as a friend, you take away as a man. Finally we see the fisherman moving away. He makes a move with his arm making the blanket blows off the frame. The girl wakes up for a few seconds, and grabs stronger the guy´s leg. We see the Pack on a trunk, and the fisherman appears behind. New Axe ExFriend. Fewer friends, more women.
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Analia Rios/Ricardo Armentano/Joaquin Cubria
Copywriter: Ezequiuel Soules
Art Director: Martin Insua
Production Company: Epoch Film, USA
Director: Matt Aselton
Year: 2011
Shortlist

Impulse Glamour – INEVITABILITY
When a woman uses Impulse, everything is possible. Even the most casual encounter of the world, can turn into the beginning of an amazing story; something unique, magical and inevitable.
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Walter Aregger/ Hernan Ibarra
Creative Director: Juan Manuel Montero/Rafael Santamarina
Copywriter: Mario Crudele
Art Director: Facundo Romero
Production Company: MJZ Los Angeles
Director: Dante Ariola
Year: 2011

New Rexona Men Body Spray – RABBIT/SNAIL/SHEEP
We see a guy around 25 years old who is about to apply the New Rexona Men Bodyspray under one of his arms. A male voice in off interrupts him and explains – first – how he should use it properly and, then, how long it lasts. The way he explains how long it lasts is by showing a rabbit solving an equation. Since this is not enough, the equation becomes even more complex. since this is not enough either, the rabbit has his eyes covered. OK. NOW you can see how much this new fragrance really lasts. New Rexona Men Bodyspray. At the end of the day you smell as good as in the beginning.
We see a guy around 25 years old who is about to apply the New Rexona Men Bodyspray under one of his arms. A male voice in off interrupts him and explains – first – how he should use it properly and, then, how long it lasts. The way he explains how long it lasts is by showing a snail that is moving from point “A” to point “B”. Since this is not enough, a motorhome/ trailer appears and is attached to the back of the snail. OK, NOW you can see how much this new fragrance really lasts. New Rexona Men Bodyspray. At the end of the day you smell as good as in the beginning.
We see a guy around 25 years old who is about to apply the New Rexona Men Bodyspray under one of his arms. A male voice in off interrupts him and explains – first – how he should use it properly and, then, how long it lasts. The way he explains how long it lasts is by showing a farmer shearing a sheep. Since this is not enough, he changes the blade shear by a small pair of scissors. Since this is not enough, a bush moves and a much bigger sheep appears. OK, NOW you can see how much this new fragrance really lasts. New Rexona Men Bodyspray. At the end of the day you smell as good as in the beginning.
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Analia Rios/Ricardo Armentano/Joaquin Cubria
Copywriter: Ezequiuel Soules
Art Director: Martin Insua
Production Company: Nunchaku Cine, Buenos Aires
Director: Nicolas Kasakoff
Year: 2011

New Rexona Men Sensitive – SENTIVE ARMPITS
A tough lumberjack is chopping down a tree. As he rearranges his cap, we notice at the same time he does that his underarm begins to song a sweet song. The corny melody is really annoying him. At this point, we see different cliché images of rough and tough men all undergoing the same situation. Finally, one of them applies the New Rexona Men Sensitive and succeeds in shutting up the underarm voice. A male voice in off says: New Rexona Men Sensitive. Even the most insensitive guy can have sensitive underarms.
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Walter Aregger/ Hernan Ibarra
Creative Director: Analia Rios/Ricardo Armentano/Joaquin Cubria
Copywriter: Joan Pablo Lufrano
Art Director: Norberto Vatrano/Gabriel Huici
Production Company: Hangry Man, New York
Director: Bryan Buckley
Year: 2011
Shortlist

Axe Full Controll – PREMATURE PERSPIRATION CAMPAIGN
Premature perspiration is a disorder that affects millions of guys. To help them overcome this difficult problem, we develop Axe Full Control. We created a TV campaign to let everyone know that the problem that embarrassed them, now has a solution.




Chief Creative Officer: Hernan Ponce
Executive Creative Director: Analia Rios, Ricardo Armentano, Joaquin Cubria
Creative Director: Juan Manuel Montero, Rafael Santamarina
Art Director: Juan Manuel Montero
Copywriter: Rafael Santamarina
Production Company: Primo
Director: Nico, Martin
Year: 2011
Gold Lion for the campaign

Axe Deodorant 2012 Limited Edition – Noah’s Ark

Executive Creative Director: Ricardo Armentano/Analia Rios/Joaquin Cubria/Hernan Ponce
Creative Director: Juan Pablo Lufrano
Art Director: Juan Pablo Curioni
Copywriter: Alejandro Blanc
Production Company: Park Pictures/Pioneer Productions
Director: 300ml


Hot Wheels – Track Tape



For more than 40 years, Hot Wheels products have been a children´s favorite. Although extremely fun, tracks don´t have the immediacy and portability of playing as cars do. How to invite kids to play with Hot Wheels cars and tracks whenever, wherever?
We developed the Track Tape. A simple, economic and fun product that allows kids to transform every place into a true race track. Besides, the Track Tape works as advertising, placed exactly where the target is by the own target market

Advertising Agency: Ogilvy, Mexico 
Chief Creative Officer: José Montalvo
Executive Creative Director: Miguel Angel Ruiz Reyes
Creative Director: Victor Alvarado/Fernando Carrera
Art Director: Victor Alvarado/Fernando Carrera
Copywriter: Fernando Carrera/Victor Alvarado

 

Related Post: Ogilvy Mexico for Mattel – Little car, great unconventional idea


AXN TV Boxes – The TV boxes that promoted a TV channel


The brief:
AXN is a TV channel famous for its TV series. Our task was to promote these series in order to get new spectators for the channel.
Describe the promotion:
When people buy a new TV, all they can think about is watching it. We took advantage of this opportune moment to announce the series. In a partnership with a leading TV brand, we printed their own boxes with the series screenshots and schedule, suggesting consumers how to best enjoy their new TV. The boxes carried our communication to stores all over the country, impacting both consumers at POPs and at home.
Results:
AXN had no cost at all to implement the idea. The printing and shipping were handled by the TV manufacturer, as they were used to doing. In exchange, AXN paid them back with empty advertising slots. In one month, the boxes reached over 300,000 people. In the same period, AXN register a 12% increase in its ratings, such a good result the client is now extending the project to other TV brands. In 2010, our national TV market sold over 10 million TVs – a number that has been growing bigger and bigger. We got a ride on that huge demand to speak to spectators in a perfect moment to get them to watch the series.

Advertising Agency: Publicis Brazil
Executive Creative Director: Hugo Rodrigues
Creative Director: Kevin Zung
Copywriter: Luis Felipe Figueiredo
Art Director: Antonio Correa