Droga Give Me 5 (from Underground Creative School, Buenos Aires)
Posted: February 26, 2013 Filed under: Argentina, Case History, Digital, Direct, Event | Tags: Argentina, David Droga, Diego Rubio, Digital, Droga Give Me 5, Droga5, Promotion, Underground Creative School Leave a commentThey are a group of 25 digital creative students of Underground, a creative school in Buenos Aires. All of them wanted to accomplish our studies and get a job but with such a huge competitive scenario we needed to find somehow, a way to stand out. That´s how they came out with an idea: they had to work for the best creative in the world. If they could get his attention we would be able to get anyone’s.
Advertising School: Underground Creative School, Buenos Aires, Argentina
Creative Director: Diego Rubio
Creatives: María Paula Castaño Cadena, Lucas Kraglievich, Sandra Lopez, Josefina Salgado, Laura Perez Millan, Camilo Rodríguez, Fede Green, Jorge Anastasiu, Sebastian Merino Luque, Jaime Vanegas Restrepo, Mario Anchorena Aitken, Jorge Garcia, Oscar Andrés Rincón, Maye Duarte, Nau Pintos, Manuel Torres Gere, Felipe Arenas, Angela Binimelis, Aye Piru, Andrea Saturno, Bruno Waldbaum, Nat Os, Leandro Baca, César Bené Guerrero
Photographer: Martín Levi
Cadbury and the Joy of Content – The story of Glass and a Half Full Productions
Posted: June 4, 2012 Filed under: Argentina, Axa, Belgium, Copywriting, India, Russia, The Philippines, Typography, USA | Tags: advertising, Blink, Cadbury Dairy Milk, Case History, charity Shop, chocolate charmer, commercial, content of joy, cow tap dancer, dancing clothes, dogs in cars, don't stop me now, Don't Stop the Rock, Eyebrows, Fallon London, Freestyle, freida, Glass and a Half Full Productions, gorilla, In the Air Tonight, Juan Cabral, Monks, ostrich, Phil Collins, Queen, Richard Flintham, Trucks, UK 1 CommentBy 2007 Cadbury Dairy Milk (CDM) was running out of steam; facing flatlining sales, losing relevance to younger generations and with an advertising model that felt tired. The solution was to create Glass and a Half Full Productions, a content-led campaign including ‘Gorilla’, ‘Eyebrows’ and ‘Trucks’. The new direction moved CDM from being a manufacturer of chocolate to a producer of joy. It also created a debate around whether creating ‘joyful’ content rather than ‘persuasive’ advertising featuring chocolate actually works or not. The whole campaign delivered a master brand payback 171% greater than previous campaigns, with ‘Gorilla’ alone delivering an incremental revenue return of £4.88 for every £1 spent.
This case is a great example of an incredibly powerful and effective campaign in the face of a tricky market that is seasonal and unhealthy. Cadbury successfully cut through media criticism with brave but fantastic creative work that captured the public’s imagination.
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Gorilla (2007)
In 2007, Cadbury launched a new advertising campaign entitled Gorilla, from a new in-house production company called “Glass And A Half Full Productions”. The advert was premièred during the season finale of Big Brother 2007, and consists of a gorilla at a drum kit, drumming along to the Phil Collins song “In the Air Tonight”. The creative idea for the campaign is founded upon the notion that all communications should be as effortlessly enjoyable as eating the bar itself. For ‘Glass and a Half Full Productions’ is a production house that exists solely to create content that makes you feel as if you’ve just eaten a bar of Cadbury Dairy Milk. A production house that makes things that make you smile. The advert has now become extremely popular with over five million views on YouTube, and put the Phil Collins hit back into the UK charts.
“I don’t know what this has to do with Cadbury Dairy Milk, but it’s funny. Among gorilla drummers, it seems the work of Phil Collins inspires a genuine cosmic connection” Tim Nudd, ADWEEK, August 31 2007
Advertising Agency: Fallon London
Creative: Richard Flintham/Juan Cabral
Director: Juan Cabral
Production Company: Blink
Producer: Matthew Fone
DoP: Dan Bronks
Editor: Joe Guest at Final Cut
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Trucks (2008)
On 28 March 2008, the second Dairy Milk advert produced by Glass and a Half Full Productions aired. The ad, entitled ‘Trucks’ features several trucks at night on an empty runway at a airport racing to the tune of Queen’s Don’t Stop Me Now.
Like “Gorilla”, Trucks is based on an offbeat concept set to a 1970s/80s rock soundtrack. It features a midnight drag race down an airport runway, using a range of vehicles including baggage transporters and motorised stairs. Trucks again highlights the skill of director Juan Cabral. It is beautifully choreographed and lit, with glossy production values and an energy that perfectly matches the music. It has a Top-Gear-meets-Wacky-Races appeal that will stand up to repeated viewings. It makes you wonder whether this is what’s going on behind the scenes at Terminal 5 – the baggage handling certainly leaves something to be desired.
According to Fallon, it took three weeks to “pimp” the trucks, the heaviest of which, the blue truck, weighed in at 25 tons. Shots of a tiny “underdog” battling against the giant provide human interest. The six-night shoot at an airport in Mexico involved 140 crew, two 35mm film cameras, two high-definition cameras and one crash-cam.
“We could have created Gorilla 2 and had him playing a trumpet,” the Cadbury marketing director, Philip Rumbol, told last Monday’s MediaGuardian section. “But that would have been too linear. It has to have a slightly enigmatic quality.”
“Trucks” therefore has a lot to live up to. It has a quirky charm, but is unlikely to change perceptions of the brand in the same way that its predecessor did. Gorilla became the ad phenomenon of last year – it was voted the public’s favourite TV ad of last year and won TV commercial of the year at the British Television Advertising Awards. It has also been credited with turning Cadbury’s fortunes around, helping the chocolate maker reverse the damage done by a 2006 salmonella scare and boost its UK market share last year. The Cadbury chief executive, Todd Stitzer, hailed 2007 as “the year of the gorilla”.
Queen’s Don’t Stop Me Now was reportedly chosen for “Trucks” from a final shortlist consisting of Bon Jovi’s Living on a Prayer and Europe’s The Final Countdown. Picking the follow-up to a major hit is a notoriously tricky business. Whether Cadbury has got it right this time is open to debate, but at least it avoided the obvious “Gorilla 2” route.
Advertising Agency: Fallon London
Creative: Juan Cabral
Director: Juan Cabral
Production Company: Blink
Producer: Matthew Fone
DoP: Dan Bronks
Editor: Joe Guest at Final Cut
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Gorilla & Trucks – Official Remix (2008)
On 5 September 2008, the Gorilla advert was relaunched with a new soundtrack – Bonnie Tyler’s Total Eclipse of the Heart – a reference to online mash-up of the commercial. Similarly, a version of the Truck advert appeared, using Bon Jovi’s song Livin’ on a Prayer. Both remakes premiered once again during the finale of Big Brother 2008.
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Eyebrows (2009)
In January 2009, ‘Eyebrows’, the third advert in the series, was released, of two children moving their eyebrows up and down rapidly to a set electro-funk beat: “Don’t Stop the Rock” by Freestyle.
The idea: Taking that moment of joy when you seize the opportunity to get away with your own little stunt, like making a funny face as your family portrait is being taken.The ad, by agency Fallon, opens with a brother and sister – wearing a dress in the trademark Cadbury purple – sitting for what appears to be a standard school photograph session. However, when the photographer leaves the shot the boy starts an electro tune, Don’t Stop the Rock by Freestyle, on his watch.
“Over at Glass and a Half Full Productions we noticed the wriggly potential of eyebrows and thought we would have a bit of fun with them,” said the Cadbury marketing director, Phil Rumbol. “Like the other productions ‘Eyebrows’ is all about losing yourself and embracing that moment of joy … after all, everybody remembers pulling a silly face or getting up to no good as a child when backs were turned.”
The one-minute film for Cadbury’s Dairy Milk chocolate is thought to have been viewed more than four million times on YouTube and similar sites in its first three weeks. It is twice the number of viewings racked up at the same stage by the firm’s previous cult clip, in which a gorilla plays drums to Phil Collins’s In the Air Tonight. The eyebrows advert was first shown during the final of Celebrity Big Brother on Channel 4 and is still shown on television but its online success has been boosted by various links including one from the blog of American rapper and producer Kanye West and another from celebrity gossip blogger Perez Hilton. Cadbury’s has since struck a deal with Orange to give away the soundtrack as a mobile phone ringtone, which was downloaded 125,000 times in the first 11 days.
Lee Rolston, director of marketing for Cadbury Dairy Milk, told The Observer: “Television and online are morphing almost daily. We tend to put our first ads in big things such as the Big Brother final or the X Factor, then it’s immediately online, which becomes a very fluid, organic process. People tend to interact with the films and make their own versions and their own music. We just let it go and see what people think of it.”
Chris Hassell, director of Ralph, digital design agency specialising in viral advertising, said: “I saw it online first, which is the way it works now. When someone says ‘Did you see that ad?’, the first thing you do is look it up on YouTube.”
Advertising Agency: Fallon London
Creative: Richard Flintham, Chris Bovill, John Allison
Director: Tom Kuntz
Production Company: MZJ
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Dogs in Cars (2009)
Cadbury has launched the fourth A Glass and a Half Full Productions commercial, “Dogs”, featuring the music of the Blue Danube Waltz by Johann Strauss II. Dogs take turns riding in a purple Lamborghini Diablo on the Oran Park Raceway in Sydney, letting the air blow past them as they hang out the window. A Glass and A Half Full of Joy!
The fourth commercial in the Cadbury series, airing internationally, conceived by Fallon London and produced in Australia by sister Publicis shop Saatchi & Saatchi, Sydney. This spot is designed to make people smile by showing the joy when different breeds of dog enjoy the air rushing by when their heads are sticking out of an iconic Lamborghini Diablo as it races around Sydney’s Oran Park Raceway. (This spot was originally shot and aired in the UK, but because the sky was grey, the decision was made to re-shoot in OZ on a bright sunny day).
Creative Director: Steve Back
Production Company: Caravan @ The Feds
Director: Ben Lawrence
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Freida (2010)
In 2010 Cadbury has launched A Glass and a Half Full of Smoothness in New Zealand with tap dancing cows, doing the moves to Fred Astaire’s song, “Putting on the Ritz”. The ad screened for the first time this week during the first ad break of Desperate Housewives. The spot opens with a close up of a black and white cow’s face before heading into the slick little number. The ad finishes with the cow pushing aside mirrors and opening a purple curtain to finish with an ensemble act.. This is the first Cadbury spot in the series not conceived by Fallon, London.
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Chocolate Charmer (2010)
In April 2010, a new advert aired, entitled Chocolate Charmer, containing a scientist mixing milk and chocolate to make a dairy milk bar to the tune of “The Only One I Know” by The Charlatans. This was subtly different to the others as it did not feature the ‘A Glass and a Half Full Production’ title card at the start. The 60-second TV spot takes viewers into the “magical” world of Cadbury Dairy Milk production where the chocolate charmer creates bars of milk chocolate. As the ad unfolds, the Charmer “conducts” towers of chocolate milk out of spinning glass bowls, orchestrated by levers and pulleys and his “magical powers” with chocolate.
Advertising Agency: Fallon London
Creative: Richard Flintham, Nils-Petter Lovgren, Filip Tyden, Dan Watt
Director: Henrik Hallgren
Production Company: The Moving Picture Company
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Ostrich (2010)
The spot continues Cadbury’s ‘Glass and a Half Full Productions’ concept, which began with Fallon’s Dairy Milk TV ad ‘Gorilla’ in the UK in 2007.
The TVC was created by Saatchi & Saatchi Johannesburg. Their Executive Creative Director, Adam Wittert, says, “The brief was to make people feel the same joy they experience when they eat Cadbury Dairy Milk, so we came up with the idea of an ostrich and an ostrich, being a bird, would find the ultimate joy in flying. So our ostrich goes sky diving.”
The ad begins with an ostrich walking purposefully through a stack of wooden crates. It then becomes apparent that he is in the cargo hold of an airplane; the cargo door gradually opens and the ostrich takes a leap into the air like a sky diver, with the song “I gotta be me” by Sammy Davis Jr coming to a crescendo. The ostrich gleefully flies through the sky into the sunset, before pulling the ripchord to his Cadbury-branded parachute at the last minute, with the strapline ‘A glass and a half full of joy’ appearing beneath.
Saatchi & Saatchi Johannesburg managing director, Grant Meldrum, said that the Johannesburg office worked closely with Saatchi & Saatchi Fallon in the UK: “This ensured that we produced a TV commercial that would have global appeal and, at the same time, underpinned the possibilities of achieving pure joy and remained true to the brand’s proposition.”
Advertising Agency: Saatchi & Saatchi Johannesburg
Creative: Adam Wittert, Keisha Meyerson, Bruce Murphy
Director: Peter Truckel
Production Company: Catapult Commercials
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Dancing Clothes (2011)
In April 2011, a new advert aired, known as ‘Charity Shop’ or ‘Dancing Clothes’, featuring dancing clothes at a charity shop to the tune of We Don’t Have to Take Our Clothes Off by Jermaine Stewart. This exposed the song to a new generation who downloaded the track and returned the song to the UK Top 40 so far reaching no. 29. This ad also marks the return of the Glass and a Half Full title card.
The ad, created by Fallon, features dancing clothes in an initially lifeless charity shop. Individual clothes fall from the rails, rise from the floor and burst from cupboards, and the charity shop is transformed into a dancing extravaganza. Julie Reynolds, marketing manager for Cadbury Dairy Milk, said: “For us Cadbury Dairy Milk is about creating moments of joy that make people smile. We believe this production is another great way of doing just that.”
Advertising Agency: Fallon London
Creative: Augusto Sola, Sam Hibbard
Director: Megaforce
Production Company: Riff Raff Films
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Monks (2011)
Cadbury Dairy Milk Chocolate has a long heritage of giving joy. In this experience we highlight how people in a strict and disciplined environment break out and let loose when Cadbury’s drops in. It’s the equivalent of the drill sergeant cutting the troop a break, or a strict boarding school nun letting the bunking girls off. When our stern teacher is given the opportunity to teach his pupils a lesson, he shows them how to let loose. Pretty soon the whole class is laughing, dancing and thoroughly enjoying themselves as much as the people witnessing this moment of joy.
Filmed entirely on location in rural China, the commercial captures a surreal moment of pure joy in a Buddhist monastery. A temple gathering takes a new turn with the addition of purple helium-filled balloons, with the monks released to groove to the sounds of Flo Rida track “Low”, starting with the chorus line, “apple bottom jeans, boots with the fur”.
Advertising Agency: Fallon London
Creative: Augusto Sola, Sam Hibbard
Director: Megaforce
Production Company: Riff Raff Films
JWT Buenos Aires for Mercado Magazine – The World is a Hard Place to Understand
Posted: May 28, 2012 Filed under: Ambient, Argentina, Art, Event, Graphic Design, Illustration, Installation, Press/Outdoor | Tags: 3D outdoor, Ambient, Argentina, Estilo 3D, flag, Gonzalo Vecino, hope, installation, JWT, Mercado Magazine, Obama, Pablo Alvarez Travieso, Press, The World is a Hard Place to Understand 2 CommentsMercado Magazine is a magazine that analyses political and economic information and helps people understand the reasons and consequences of the events that take place on our planet, and how these affect the business world. Under the concept of: “The world is a hard place to understand”, the campaign emerges from a universal truth and as from its executions, bases itself on current market issues.
“The largest trade partner of the European Union is now another country.”
“The world’s sixt large economy is another country.”
“The top weapon importer is now another country.”
Hope
This 3D outdoor medium is a monument that changes dramatically according to the angle it is viewed from. Demonstrating the more angles you have, the deeper the analysis of that reality will be. And the passerby lived that experience with a sculpture that made them wonder how hard it is to understand a world in permanent change.
Advertising Agency: JWT, Buenos Aires
Chief Creative Officer: Gonzalo Vecino, Pablo Alvarez Travieso
Executive Creative Director: Gonzalo Vecino, Pablo Alvarez Travieso
Creative Director: Ariel Abadi
Art Director: Fernando Zagales
Copywriter: Juan Mesz
Account Supervisor: Carlos Nesci
Account Manager: Eliana Garcia
Producer: Fabián Catanese
Production: Buenamano Realizaciones
Ilustrator: Estilo 3D
Year: 2012
Coca-Cola/Copa America 2011 – Cheer-o-Meter
Posted: April 23, 2012 Filed under: Ambient, Argentina, Beverages, Case History, Coca-Cola, Event, Installation | Tags: alentometro, Ambient, Argentina, Cheer o meter, Coca-Cola, Copa America, Javier Mentasti, Maximiliano Maddalena, Ogilvy, Rodrigo Isaia, Silvio Panizza Leave a commentThis new initiative of Coca Cola -developed by Ogilvy Action- was launched during an event where over 500 people enjoyed the match Argentina vs. Colombia, all non-stop encouraging in order to keep watching the TV screen on.
With the unconditional support as the main feature of Argentine fans, created the first giant screen that works only with people’s breath for the parties of the national team. As the public speech during the meeting, a “Cheer-o-meter” connected to a giant screen, reflects the intensity of breath and regulates the visibility of the screen that broadcasts the game live. Thus, the more encouraged the fans, the more visibility you have and the less encouraging, the screen begins to fade.
The action was developed from the concept of “Always refresh your breath,” the message that the brand is pursuing various initiatives to be present along with the fans and encourage the selection.
Advertising Agency: Ogilvy, Buenos Aires
General Creative Directors: Javier Mentasti, Maximiliano Maddalena, Silvio Panizza
Creative Directors: Rodrigo Isaia – Alejandro Garone
Production Company: Awards Cine
Director: Matías Goldberg
Year: 2012
Smart Argentina – The First Commercial on Twitter
Posted: April 11, 2012 Filed under: Argentina, Car, Case History, Digital | Tags: Argentina, BBDO Argentina, Smart, smartArg, the first commercial on Twitter, Twitter page, Twitter timeline Leave a commentA smart one, for Smart in Argentina. Using tweets as animation frames, and asking people to scroll down their Twitter page, Smart showed their car fits in every tiny space, even in a Twitter timeline. You can check the video…
To launch Smart Argentina’s Twitter account, @smartArg, BBDO Argentina created what it bills as the first “Twitter commercial.”
Visitors to Smart Argentina’s Twitter page can scroll in Chrome using the J and K buttons to see a cute animation of a smart car traveling through the city as passersby cheer on. Of course, each frame was made out of 140 characters or less.
The brief ad, created by BBDO Argentina to launch the Smart Twitter feed, uses “animated” frames as tweets to create a flipbook effect. The famed “city car” is shown traveling down a bustling street, like notes plunked down on top of sheet music. This Smart car passes many other (bigger) vehicles, and lots of buildings (which appear to be smiling), before handily docking in a parking garage.
Bonus interactivity points: If you actually visit the Smart Twitter page, you can basically recreate the ad, just by scrolling down.
Advertising Agency: BBDO Argentina
Executive Creative Director: Ramiro Rodriguez Cohen
Executive Creative Director: Roderigo Grau
Director of Interactive Experiences: Pablo Tajer
Copywriter: Guido Lacellotti, Agustin Suarez
Art Director: Maximilaino Ballarini
Year: 2012
15 years of Axe Effect: the world’s most sexist advertising campaign
Posted: November 7, 2011 Filed under: Ambient, Argentina, Australia, Axe, Belgium, Brazil, Canada, Case History, Chile, France, Germany, Guerilla, Illustration, India, Italy, Mexico, Poland, Press/Outdoor, Singapore, South Africa, Spain, The Nederlands, UK, USA | Tags: Ammirati Puris Lintas, axe effect, BBH, body spray, deodorant, funny, get a girlfriend, Lowe, Lowe Bull, Lowe Hunt, Lowe Pirella, Lowe Porta, Lynx Effect, Unilever, VegaOlmosPonce 4 CommentsFrom Unilever Website: “In the film The Matrix, Keanu Reeves is given two choices. He can either take a blue pill and wake up in the morning as if nothing has happened or pop a red pill and enter the unpredictable ‘wonderland’ of the Matrix. As millions of guys around the world know, Axe has taken the red pill.”
The “Axe Effect” is one of the most famous claim in the world. This so called effect is supposed to draw women in hordes to any male who has sprayed himself liberally with the Axe deodorant. The advertisements are very slick and usually display a normal male but with oodles of self-assurance as an Axe user. The females get irresistibly drawn to this male implying that Axe acts like a nasal aphrodisiac.
The Axe brand of deodorants is from Unilever and is primarily targeted at 15 to 25 year old males. The brand portrays normal yet cool, trendy and confident, a positioning that is aspirational to the target segment. And the portrayed outcome where the girls flock to the Axe user is, well let’s just say very desirable. At a more subtle level, the Axe Effect also acts on the confidence levels of the user. The very act of being associated with the brand serves to boost the ego.
In the past couple of years, we have seen a slew of copy cat brands hit the market. But the theme for the advertisements remains the same. Guy sprays himself with the deodorant. Girls find themselves inexplicably drawn to the guy. There are slight variants but for the most part, involuntary seduction forms the core. The one notable difference though is that all these newbies use hunks as opposed to the regular guys which are a stable for the Axe advertisements. This strategy has proven very effective for the brand. It comes across as approachable and it acts like a confidante and friend to its users. While everyone would love to be friends with a celebrity, there would still be a distance or an aloofness that would prevent a close relationship. Axe bridges this very gap effectively, and yet keeps the dream of getting a Charlie’s angel some day. It is for this very reason that Axe continues to be the market leader in its category.
Lynx Deodorant – White House
Advertising Agency: BBH London
Creative Director: Pat Doherty
Copywriter: Will Awdry
Art Director: Rosie Arnold
Year: 1998
Lynx Deodorant – GingerbreadMan/Jack/Ivor The Engine/Pinocchio/Trumpton
Advertising Agency: BBH London
Creative Director: Dennis Lewis
Copywriter: Will Awdry
Art Director: RRosie Arnold
Year: 1998
Axe Deodorant – Confessional
Advertising Agency: Ammirati Puris Lintas Warzava, Poland
Creative Director: Chris Matyzczyk
Copywriter: Agneszka Galas
Art Director: Chris Rozek
Year: 1999
Shortlist
Lynx Deodorant – Sexual Harassment Quote
Advertising Agency: BBH London
Creative Director: Dennis Lewis
Copywriter: Hugh Todd
Art Director: Adam Scholes
Year: 1999
Lynx Deodorant – Sexual Harassment Quote
Advertising Agency: BBH London
Creative Director: Dennis Lewis
Copywriter: John O’Keeffe
Art Director: Russell Ramsey
Year: 1999
Axe Shower Gel for Men – Shower Curtain/Shower Rod/Shower Drain
Advertising Agency: Ammirati Puris Lintas, Netherlands
Creative Director: Cor Der Boen
Copywriter: Cor Der Boen
Art Director: Akan Conskunsoy
Year: 1999
Shortlist
Lynx Deodorant – Not You Again
Advertising Agency: Lowe Lintas Australia
Creative Director: Marc Schattner
Copywriter: Robin Feiner
Art Director: Helena Hybs
Year: 2000
Lynx Deodorant – Hands
Advertising Agency: Lowe Lintas Australia
Creative Director: Marc Schattner
Copywriter: Annelie Strydom
Art Director: Robbie Kantor
Year: 2000
Axe Deodorant – Wedding Cake
Advertising Agency: Lowe Lintas & Partners, Brazil
Creative Director: Atila Francucci
Copywriter: Marcelo Alemida
Art Director: Marco Antonio
Year: 2000
Bronze Lion
Axe Deodorant – Bathroom/Sperm
Advertising Agency: Lowe Lintas & Partners, Brazil
Creative Director: Atila Francucci
Copywriter: Fernando Nobre, Marcelo Alemida
Art Director: Marco Antonio
Year: 2000
Shortlist
Axe Deodorant – Nun
Advertising Agency: VegaOlmoSponce
Creative Director: Damien Kepel
Copywriter: Pablo Minces
Art Director: Joan Cruz Bobillo
Year: 2000
Axe Deodorant – Turn-o-matic
Advertising Agency: Lowe Lintas & Partners, Spain
Creative Director: Manolo Valmorisco
Copywriter: Santiago Pina
Art Director:Fernando Jerez
Year: 2000
Lynx Deodorant – Train Map
Advertising Agency: Lowe Lintas Australia
Creative Director: Marc Schattner
Copywriter: Robin Feiner
Art Director: Helena Hibs
Year: 2000
Lynx Deodorant – Weddings
Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Hugg Tod
Art Director: Adam Scholes
Year: 2000
Shortlist
Axe Gravity – Gravity
Advertising Agency: Lowe Lintas & Partners, France
Creative Director: Gregoire Delacourt
Copywriter: Benjiamin Samial
Art Director: Catherine Bouard
Year: 2001
Lynx Deodorant – Wheelbarrow/Chair/Cement Mixer
Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Matt Walker
Art Director: Dave Monk
Year: 2001
Lynx Shampoo – Wildest/Never Before/Thrilling
Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: George Prest
Art Director: Johnny Leathers
Year: 2001
Lynx Deodorant – Wheelbarrow/Chair/Cement Mixer
Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Hugg Tod
Art Director: Adam Scholes
Year: 2001
Axe Online
Advertising Agency: Lowe Porta & Partners, Chile
Creative Director: Francisco Guarello
Copywriter: Lorena Hola
Art Director: Leo Farfan
Year: 2001
Axe Deodorant – Pin-up
Advertising Agency: Lowe Lintas & Partners, Spain
Creative Director: Santiago Pina
Copywriter: Miriam Martineza
Art Director: Alberto Contreras
Year: 2001
Axe Deodorant – Cards
Advertising Agency: Lowe Lintas & Partners, Mexico
Creative Director: Luis Lance
Copywriter: Luis Lance
Art Director: Juan Jaime Aceves
Year: 2001
Axe Deodorant – Shower
Advertising Agency: VegaOlmosPonce
Creative Director: Javier Fabregas
Copywriter: Lucas Panizza
Art Director: Norberto Vatrano
Year: 2001
Axe Deodorant – Bride and Groom
Advertising Agency: Lowe Porta, Chile
Creative Director: Kiko Carcavilla
Copywriter: Pablo Gallardo
Art Director: Josè Miguel Pizarro
Year: 2002
Axe Deodorant – Effect
Advertising Agency: Lowe Porta, Chile
Creative Director: Rene Moraga
Copywriter: Raul Vidal
Art Director: Rene Moraga
Year: 2002
Lynx Deodorant – Pants/Jacket/Shirt
Advertising Agency: GingKo Lowe & Partners, Uruguay
Creative Director: Sofia Fornaro
Copywriter: Sofia Fornaro
Art Director: Sofia Fornaro
Year: 2002
Shortlist
Axe Deodorant – Back Scratch & Sniff
Advertising Agency: BBH Singapore
Creative Director: Steve Elrik
Copywriter:Todd Waldron
Art Director: Kelly Pon
Year: 2003
Axe Deodorant – Heart Ass
Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Amir Faharang
Art Director: Matt Campbell
Year: 2003
Axe Deodorant – Coffea Break/Sorority/Therapist
Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Ryan Blank
Art Director: Mike Hahn
Year: 2003
Axe Deodorant – Axe Effect
Advertising Agency: Lowe Pirella, Milan
Creative Director: Piero Lo Faro
Copywriter: Claudia Bavelloni
Art Director: Daniela Marsetti
Year: 2003
Axe Deodorant – Snow White
Advertising Agency: Lowe Lintas & Partners, Hamburg
Creative Director: Michael Funk, Holgen Prendky
Copywriter: Henriu Ticksen
Art Director: Mithra Daryabegi
Year: 2003
Axe Deodorant – Babe on board
Advertising Agency: BBH Singapore
Creative Director: Steve Elrik
Copywriter: Parak Tembulkar
Art Director: Scott McClelland
Year: 2003
Axe Deodorant – New Long Lasting Effect
Advertising Agency: Leche Lowe Worldwide, Chile
Creative Director: Francisco Guarello
Copywriter: Sebastian Arteaga, Lorena Hola
Art Director: Josè Luis Estevez
Year: 2003
Axe Deodorant – Scratches
Advertising Agency: Lowe Porta, Santiago
Creative Director: Kiko Carcavilla, Pablo Gallardo
Copywriter:Pablo Gallardo
Art Director: Paul Beelen
Year: 2003
Axe Deodorant – The Swimming Instructor
Advertising Agency: Lowe Brussels
Creative Director: Georges Lafleur
Copywriter: Veronique Sels
Art Director: Dominique Vangilberg
Year: 2003
Axe Shower – Train/Shower
Advertising Agency: BBH Singapore
Creative Director: Steve Elrik
Copywriter: Parak Tembulkar
Art Director: David Wong
Year: 2003
Axe Facial Foam – Kisses
Advertising Agency: BBH Singapore
Creative Director: Steve Elrik
Copywriter: Parak Tembulkar
Art Director: David Wong
Year: 2003
Axe Deodorant – Flammable Bikini
Advertising Agency: Lowe Brazil
Creative Director: Julio Anderey, Martin Juarez, Valmir Leite
Copywriter: Rodrigo Kallas
Art Director: Edson Kerbe Jimmy
Year: 2003
Axe Deodorant – Little evils
Advertising Agency: Lowe Brazil
Creative Director: Julio Anderey, Martin Juarez, Valmir Leite
Copywriter: Marcelo Camargo
Art Director: Mrcelo Camargo
Year: 2003
Lynx Deodorant – Australia/Brazil/Thailand/Amsterdam
Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Matt Waller
Art Director: Dave Monk
Year: 2003
Shortlist
Lynx Deodorant – Woman
Advertising Agency: Lowe Ginkgo, Uruguay
Creative Director: Gabriel Roman
Copywriter: Sofia Fornaro
Art Director: Alejandro Rodriguez
Year: 2003
Shortlist
Axe Deodorant – Ashtray/Broom
Advertising Agency: Lowe Bull Calvert Pace, South Africa
Creative Director: Rob Mclennan
Copywriter: Matthew Brink
Art Director: Adam Livesey
Year: 2003
Axe Deodorant – Nuts/Pencil/Plug
Advertising Agency: Lowe & Partner, Dubai
Creative Director: Nirmar Diwadkar
Copywriter: Manoj Ammanath
Art Director: Adham Obeid
Year: 2004
Shortlist
Axe Body Spray – Family Announcements
Advertising Agency: Lowe Amsterdam
Creative Director: Ivan Van Der Zwan
Copywriter: Dylan De Backer
Art Director: Joris Kuijepers
Year: 2004
Shortlist
Lynx Deodorant Dry – Wheather Symbols
Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Adam Chiappe
Art Director: Saunby
Year: 2004
Shortlist
Lynx Deodorant – Beer/Wood
Advertising Agency: BBH London
Creative Director: Marc Hatfield, Pete Bradly
Copywriter: George Prest
Art Director: Adrian Rossi
Year: 2004
Shortlist
Lynx Deodorant – Advent Calendar
Advertising Agency: BBH London
Creative Director: Marc Hatfield, Pete Bradly
Copywriter: Matt Wallen, Dave Monk
Art Director: Matt Waller, Dave Monk
Year: 2004
Lynx Deodorant – Britney
Advertising Agency: BBH London
Creative Director: Marc Hatfield, Pete Bradly
Copywriter: Alex Grieve
Art Director: Adrian Rossi
Year: 2004
Shortlist
Advertising Agency: Lowe Bull, Johannesburg
Creative Director: Rob Mclennan
Copywriter: Matthew Brink
Art Director: Adam Livesey
Year: 2004
Shortlist
Axe Deodorant – Busker/Hobo/Bag Lady
Advertising Agency: Lowe Bull, Johannesburg
Creative Director: Rob Mclennan
Copywriter: Matthew Brink
Art Director: Adam Livesey
Year: 2004
Shortlist
Axe Deodorant – Dolls/Duck
Advertising Agency: Lowe SSPM, Bogotà
Creative Director: Josè Miguel Sokoloff
Copywriter: Juan Carlos Palma
Art Director: Mauricio Jimenez
Year: 2004
Axe Body Spray – Lodge/Horseback Riding/Gondola/Footsie
Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Peter Rosch
Art Director: John Hobbs
Year: 2004
Axe Deodorant – Video Store/Lingerie/Inspiration Point
Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Matt Ian
Art Director: Gerald Lewis
Year: 2004
Silver Lion for the campaign
Axe Body Spray – Show Them The Way
Advertising Agency: VegaOlmosPonce
Creative Director: Hernan Ponce, Pablo Batlle
Copywriter: Mario Crudele, Alejandro Garone
Art Director: Martin Ponce, Rodrigo Isaia
Year: 2004
Lynx Deodorant Touch – Jeans/Zip
Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Claudia Southgate
Art Director: Verity Fenner
Year: 2004
Lynx Deodorant Dry – Shirt/Tattoo
Advertising Agency: BBH London
Creative Director: Marc Hatfield, Pete Bradley
Copywriter: Claudia Southgate
Art Director: Verity Fenner
Year: 2005
Lynx Body Spray – Linx Jet Campaign
Advertising Agency: Lowe Hunt, Sidney
Creative Director: Adam Lance
Direct Creative Director: Peter Bidenko
Copywriter: Michael Canning
Art Director: Simone Brandse
Year: 2005
Bronze Lion for the campaign
Axe Deodorant – 100 Sexiest Men in the World/The Milkman
Advertising Agency: Lowe Bull, Johannesburg
Creative Director: Rob Mclennan, Stuart Walsh
Copywriter: Matthew Brink
Art Director: Adam Livesey
Year: 2005
Shortlist
Axe Deodorant – Snowflakes
Advertising Agency: BBH Singapore
Creative Director: Steve Elrik
Copywriter: Noel Yeo
Art Director: Elyn Wong
Year: 2005
Lynx Deodorant Dry – Dirty Girl
Advertising Agency: Lowe Hunt, Sidney
Creative Director: Adam Lance
Copywriter: Michael Canning
Art Director: Simone Brandse
Year: 2005
Shortlist
Axe Deodorant – Sofa/Marathon Table/Whip Cream/Take a Number
Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Matt Ian
Art Director: Amee Shah
Year: 2005
Axe Deodorant – It Can Happen Anywhere
Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Matt Ian
Art Director: Amee Shah
Year: 2005
Lynx Deodorant – “You Never Know When” Campaign
Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Nick Gill
Art Director: Rosie Arnold
Year: 2005
Shortlist
Axe Shower Gel – Grip Pads/Miror/Towel
Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Tom Kraemer
Art Director: Nick Klinkert
Year: 2005
Bronze Lion for the campaign
Axe Deodorant – Santa Claus
Advertising Agency: Lowe San Paolo
Creative Director: Valmir Leite, Theo Rocha
Copywriter: Mauricio Machado
Art Director: Sergio Barros
Year: 2005
Axe Deodorant – Sweeties/Teacher
Advertising Agency: Lowe Bull, Johannesburg
Creative Director: Rob Mclennan, Gareth Lessing
Copywriter: Tim Beck
Art Director: Sean Harrison
Year: 2005
Axe Deodorant – Peep Hole
Advertising Agency: Lowe & Partner, Dubai
Creative Director: Manoj Ammanath
Copywriter: Ash Chagla
Art Director: ASm Zijad
Year: 2005
Shortlist
Axe Deodorant – Birds Eye View
Advertising Agency: Lowe & Partner, Dubai
Creative Director: Manoj Ammanath
Copywriter: Ash Chagla
Art Director: ASm Zijad
Year: 2005
Run Boy Run
Advertising Agency: Lowe & Partner, Dubai
Creative Director: Manoj Ammanath
Copywriter: Sandeep Fernandes
Art Director: Christine Mercier
Year: 2005
Axe Deodorant – Sweeties/Teacher
Advertising Agency: VegaOlmoSponce
Creative Director: Hernan Ponce
Copywriter: Hernan Ibarra
Art Director: Angel Castiglia
Year: 2005
Axe Body Spray – Bed’s Campaign
Advertising Agency: Lowe Bull, Johannesburg
Creative Director: Rob Mclennan, Gareth Lessing
Copywriter: Asheen Naido
Art Director: Marion Griffits
Year: 2005
Axe Deodorant – Kiss Bill
Advertising Agency: Lowe Mexico
Creative Director: Humberto Polar, Fernando Osuna
Copywriter: Walter Nava
Art Director: Pedro Mayorga
Year: 2005
Axe Deodorant – Fallen Angel
Advertising Agency: Lowe Bull, Johannesburg
Creative Director: Gareth Lessing
Copywriter: Gareth Lessing
Art Director: Tatjana Buisson
Year: 2006
Shortlist
Lynx Deodorant – Sex Letters Campaign
Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Alex Grieve
Art Director: Adrian Rossi
Year: 2006
Shortlist
Lynx Deodorant – Click Campaign
Advertising Agency: BBH London
Creative Director: Rosie Arnold
Copywriter: Ed Edwards
Art Director: Dave Masterman
Year: 2006
Axe Deodorant – Subway Map/Contour Map/Island Print
Advertising Agency: BBH Asia Pacific, Singapore
Creative Director: RTodd Waldron
Copywriter: Beth Ryan
Art Director: Ross Ventress, Elyn Wong
Year: 2006
Axe Deodorant – Tetris
Advertising Agency: Lowe Bangkok
Creative Director: Supong Khaotong, Kittinan Sawasdee
Copywriter: Panusard Tanhashindawong
Art Director: Vancelin Teng
Year: 2006
Axe Deodorant – Bedtime Reading
Advertising Agency: Brancom Dubai
Creative Director: Manoji Ammhanath
Copywriter: Sandeep Fernandes
Art Director: Husen Baba Khan
Year: 2006
Axe Deodorant – Khalid
Advertising Agency: Brancom Dubai
Creative Director: Manoji Ammhanath
Copywriter: Ash Chagla
Art Director: Rachna Dhall
Year: 2006
Axe Body Spray – Loin Cloth/Moustache/Flag
Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Nathan Frank
Art Director: Andre Massis
Year: 2006
Axe Deodorant – Postcards Campaign (Car/Cupboard/Elevator/Bleacher)
Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Nathan Frank
Art Director: Andre Massis
Year: 2006
Axe Deodorant – Name-Number
Advertising Agency: BBH New York
Creative Director: William Gelner
Copywriter: Nathan Frank
Art Director: Andre Massis
Year: 2006
Shortlist
Axe Deodorant – Threesome
Advertising Agency: Brancom Dubai
Creative Director: Manoji Ammhanath
Copywriter: Nisha Vagh
Art Director: Timsy Vadhani
Year: 2006
Axe Deodorant – Do Not Disturb
Advertising Agency: Brancom Dubai
Creative Director: Manoji Ammhanath
Copywriter: Sandeep Fernandes
Art Director: Husen Baba Khan
Year: 2006
Axe Deodorant – Get a Girlfriend Campaign 2006
Advertising Agency: Lowe Bull, Johannesburg
Creative Director: Gareth Lessing, Robe McLennan
Copywriter: Matthew Brink
Art Director: Adam Livesey
Year: 2006
Silver Lion for the campaign
Axe Body Shower – Blowing Bubbles
Advertising Agency: Lowe MENA, Dubai
Creative Director: Dominic Stallard, Clinton Manson
Copywriter: Clinton Manson
Art Director: Dominic Stallard
Year: 2007
Shortlist
Axe Body Shower – Milkshake/Groucho/Birds/Get Well
Advertising Agency: Lowe MENA, Dubai
Creative Director: Dominic Stallard, Clinton Manson
Copywriter: Clinton Manson
Art Director: Dominic Stallard
Year: 2007
Shortlist
Axe Body Spray – Females/Show’er
Advertising Agency: Lowe MENA, Dubai
Creative Director: Dominic Stallard, Clinton Manson
Copywriter: Clinton Manson
Art Director: Dominic Stallard
Year: 2007
Axe Deodorant – Sperm
Advertising Agency: Uncle Grey, Aarhus
Creative Director: Per Pedersen
Copywriter: Per Pedersen
Art Director: Resmus Gottliebsen
Year: 2007
Axe Recovery Shower Gel – Bathmat/Pillows/Toilet
Advertising Agency: BBH New York
Creative Director: Kevin Roddy, William Gelner
Copywriter: Tim Geoghegan,
Art Director: Caprice Yu
Year: 2007
Axe Lab Eau De Toilette – Back to Back/Chest Bump/Tongues
Advertising Agency: BBH New York
Creative Director: Kevin Roddy, William Gelner
Copywriter: Tim Geoghegan,
Art Director: Caprice Yu
Year: 2007
Lynx Deodorant – Clock
Advertising Agency: BBH London
Creative Director: Ben Akers, Nadine Akle
Copywriter: Ben Akers
Art Director: Nadine Akle
Year: 2007
New Axe 3 – Psychologist+Swimmer/Schoolgirl+Skier/Executive+Volley Player
Advertising Agency: VegaOlmoSponce
Creative Director: Hernan Ponce, Sebastian Stagno, Rafael D’Alvia
Copywriter: Angel Castiglia
Art Director: Facundo Romero
Year: 2007
Axe Deodorant – Get a Girlfriend Campaign 2007
This campaign is a new interpretation of “The Axe Effect”. It shows how guys are wasting time with silly activities when they should rather be getting a girlfriend with the help of Axe. The first ad shows a guy posing proudly with his prize winning Yorkshire Terrier at a dog show. The next ad features two art students re-enacting a computer game scene in front of a blackboard. The final ad shows two guys that are holding their own Scalextric Formula One Driver’s Championship.
This campaign is a new interpretation of “The Axe Effect”. It shows how guys are wasting time with silly activities when they should rather be getting a girlfriend with the help of Axe. In each execution we have placed a “Get a Girlfriend” sticker on a mock article in community newspapers. The articles featured a loser who has either become a highland dancing champion, attempted to break the world record for balancing a milk bottle on his head or been a runner-up at a Star Wars costume competition.
Advertising Agency: Lowe Bull, Johannesburg
Creative Director: Gareth Lessing
Copywriter: Matthew Brink
Art Director: Adam Livesey
Year: 2007
Bronze Lion for the campaign & Gold Lion for the campaign
Lynx Deodorant – Pizza/Iron/Cup Noodle
Advertising Agency: BBH Asia Pacific
Creative Director: Steve Elrick
Copywriter: Todd Waldron
Art Director: Ross Ventress
Year: 2007
Lynx Deodorant – Bonfire Night
Advertising Agency: BBH London
Creative Director: John O’Keeffe, Rosie Arnold
Copywriter: Richard McGrann
Art Director: Andy Clough
Year: 2008
Axe Deodorant – Tarzan
Advertising Agency: BBH Asia Pacific
Creative Director: Todd Waldron
Copywriter: Beth Ryan
Art Director: Poul Down
Year: 2008
Axe Dark Temptations – Blonde
Advertising Agency: VegaOlmosPonce
Creative Director: Hernan Ponce
Copywriter: Analia Rios
Art Director: Ricardo Armentano
Year: 2008
Shortlist
Axe Deodorant – Topical News
Advertising Agency: BBH Tokyo
Creative Director: Steve Elrick
Copywriter: Masashi Kayamura
Art Director: Tadashi Tsujimoto
Year: 2008
Axe Deodorant – Mars & Venus
Advertising Agency: Lowe Philippines
Creative Director: Steve Clay, Rene Dominguez
Copywriter: Aimee Espiritu
Art Director: Bong Legaspy
Year: 2008
Axe Body Spay – McCain
Advertising Agency: BBH New York
Creative Director: Rosie Arnold
Copywriter: Alex Grieve
Art Director: Pelle Sjoenell
Year: 2008
Axe Day & Night – Bar/Bellboy/Delivery
Headline: New Axe Day & Night. One is suitable for general audience. The other one is not.
Advertising Agency: Ponce Buenos Aires
Creative Director: Hernan Ponce, Hernan Ibarra, Walter Aregger
Direct Creative Director: Analia Rios, Ricardo Armentano
Copywriter: Antonio De Federico
Art Director: Pedro Losada
Year: 2009
Gold Lion for the campaign
Axe Deodorant – Puppy/Baby/Wedding Ring
Advertising Agency: Lowe Ativism, Lisboa
Creative Director: Joao Coutinho
Copywriter: Ana Simoes
Art Director: Ana Magalhaes
Year: 2009
Axe Body Spray – Periodic Table
Advertising Agency: Lowe/SSP3, Bogota
Creative Director:Josè Miguel Sokoloff, Margarita Olivar
Copywriter: Juan Carlos Gonzales
Art Director: Margarita Olivar
Year: 2009
Axe Body Spray – Nerd
Advertising Agency: Alfred International, Amsterdam
Creative Director: Patrick De Zeeuw, Aad Kuiyper
Copywriter: Patrick De Zeeuw
Art Director: Aad Kuiyper
Year: 2010
Lynx Deodorant – Car/Street
Advertising Agency: BBH London
Creative Director: Dominic Goldman
Copywriter: Dan Glover
Art Director: Adam Thompson
Year: 2010
Shortlist
Axe Body Spray – Yearbook Picture
Advertising Agency: McCann Erickson, Tel Aviv
Creative Director: Eldad Weinberger, Sigal Abudy
Copywriter: Sigal Abudy
Art Director: Guy Laufer
Year: 2010
Axe Body Spray – Woman’s Day
Advertising Agency: Lowe Bull Johannesburg
Creative Director: Rui Alves
Copywriter: Heidi Kesselman
Art Director: Lee Naidoo
Year: 2010
Axe Deodorant – World Cup Argentina
Advertising Agency: BBH London
Creative Director: Nick Gill, Domenic Goldman
Copywriter: SHugo Bierskenk
Art Director: Dean Woodhouse
Year: 2011
Shortlist
Axe Shower Gel – Whip/Cream/Corset
Advertising Agency: BBH London
Creative Director: Nick Gill, Domenic Goldman
Copywriter: Richard Mcgran
Art Director: Andy Clogh
Year: 2011
Lynx Excite Deodorant – Even Angel Will Fall
Advertising Agency: BBH London
Creative Director: Domenic Goldman
Copywriter: Hugo Bierschenk
Art Director: Dean Woodhouse
Year: 2011
Axe Body Spray – Tic-Tac-Toe
Advertising Agency: Lowe MENA, Dubai
Creative Director: Mark Lewis
Copywriter: Marwan Saab
Art Director: Monsoor A Bhatti
Year: 2011
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