Leo Burnett Italy for WWF: Pets4Pets Project – Advertising thought by kids to get adults thinking

What about asking youngsters, instead of experienced creative directors, to create the strongest communication campaigns?


Pets4Pets Project  taught little kids the secrets of the advertising industry; inviting them to imagine new social campaigns to help protect the animals they love the most. WWF, together with a team of creatives, photographers, illustrators, film directors, animators, post-producers and speakers helped students at an elementary school experience the whole creative process: from the brief, to the Pre Production Meeting, to the shooting, to going on-air. The result? Well see for yourself in the case video.

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The adventure starts in the classroom, then moves inside the creative agency and finally arrives on a production set. For all the experienced creatives there’s just one strict rule: “never ‘contaminate’ the kids’ ideas”, just offer them the production advice they lack. First Challenge: a print campaign.






Second Challenge: a TV commercial.

The results

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“From the first sketch on a piece of paper, to 2 TV commercials, 4 radio announcements and 8 print campaigns, ready to go on-air”. For every creative piece, you can see the “before” and “after”: from the kids’ original sketches to the final executions ready to go on-air. One thing is immediately evident: the kids’ work is already 100% creatively effective.
The team of professionals just helped them “translate” their ideas into a language that adults can understand.

Advertising Agency: Leo Burnett Italy
Executive Creative Director: Francesco Bozza
Associate Creative Director: Andrea Marzagalli
Creative Team: Andrea Stanich, Sergio Spaccavento, Paolo Boccardi, Alice Crippa, Serena Micieli, Silvia Savoia
Executive Producer: Debora Magnavacca
Year: 2013

The Clowns – BETC Paris for Canal+


On the 21st of September CANAL+ launches a new channel, fully dedicated to series, which will be automatically included in the subscription.

The campaign, created by BETC Paris, is a tribute to series and their addictiveness – once you start watching you’re dying to see what happens next… This idea was the starting point for the creative team, the same one as behind The Closet and The Bear. The film was shot in Vancouver during the summer. It was directed by Steve Rogers through Wanda and is followed by an outdoor campaign all over France.



“The idea was to make an intriguing film that creates suspense – you can’t wait to find out how it ends. Just like when you watch a good series.
This was one of the reasons we chose dwarf clowns; in great series there’s often something a bit odd about the unusual characters that makes you become attached to them (a cop serial killer, a depressed Mafioso, a family of undertakers…). – Stéphane Xiberras, CCO and President BETC Paris.

Advertising Agency: BETC Paris
EXECUTIVE CREATIVE DIRECTOR: Stephane Xiberras COPYWRITER : Jean-Christophe Royer
ART DIRECTOR: Eric Astorgue
STRATEGIC PLANNING: Clarisse Lacarrau, Vianney Vaute TRAFIC : Coralie Chasset
DIRECTOR: Steve Rogers

Thaivertising (15 best thai commercials ever)

Giffarine EQ-10 Skin Care –  Belly Button Face (2003)

Two sons try to get revenge on their mother’s plastic surgeon. He lited so much that her belly button is where her face should be. Family photos will never be the same again if only she had used Giffarine EQ-10 wrinkle cream.

Advertising Agency: BBDO Bangkok
Gold Lion

Soken –  Kill Bill Kill Bill/Tititititanic/X…X…X (2004)

This series show the problems when you play a DVD player. It then recommends a Soken DVD player instead. Kill Bill Kill Bill: the officer man talks to his colleague about the ‘Kill Bill’ DVD. When he is speaking, he is repeating himself again and again. Why? Because his DVD player doesn’t play smoothly. Tititititanic: the office girl talks to her friend at the elevator about the ‘Titanic’ DVD she saw yesterday. However, she isn’t speaking smoothly. Why? Because her DVD player can’t play smoothly either. X…X…X: the Junior Visualiser talks to his co-worker about a Japanese porn DVD. When he is speaking, he freezes up. Why? Because his DVD player is frozen.

Advertising Agency: Euro RSCG Flagship Bangkok
Gold Lion for the Campaign

Samart Ringtones –  Pole Dancing (2004)

In a train, there is a beautiful woman standing and holding a pole. When she bends down to fix her shoes, the “Cherry Pink” ring tone from another passengers mobile starts to ring. The office girl who is in the position of bending while holding the pole suddenly looks just like a stripper pole dancing. The power of ring tone.

Advertising Agency: Saatchi & Saatchi Thailand
Bronze Lion

Unif Green Tea –  Worms (2004)

A man and a worm clash over the best tea leaves at the top of a plant.

Advertising Agency: BBDO Bangkok
Gold Lion

Ford Ranger OpenCab –  King Kong (2005)

A giant kingkong hand snatches a banana-laden truck. Playfully the monkey mistreats the truck. The kingkong”s dad arrives, telling junior it’s lunchtime. Junior ignores dad and continues
playing. Dad picks up the car, tossing it away and smacks junior’s ear. Super : In a man’s world you have to be tough.

Advertising Agency: JWT Bangkok
Gold Lion

Krungthai Bank –  Headman Villager Lee (2005)

Having a huge piece of log. Pooyai Lee, a Headman Villager gave his idea to the villagers to produce something, starting with a boat, table set, and a cutting board, and all were failed. Until he was left with the idea to make a toothpick. The morale: “without a thoughful plan, any huge capital can be blown away.”

Advertising Agency: Y&R, Bangkok
Bronze Lion

Scotch –  Date (2005)

A couple are in a restaurant.The girl looks depressed. She tells her boyfriend not to work so hard. She asks if he has some time for her. He put his hand on hers. Suddenly he taps his finger on her hand and moves it around like a computer mouse. Super : Scotch. Antidote for workaholics.

Advertising Agency: Ogilvy & Mother Bangkok
Bronze Lion

Bangkok Insurance –  Tyre/Twister/Robbery (2006)

Bangkok insurance wants to communicate the message “Maximum care” and we created a series of TVCs based on that. The idea is to show that the chance of being lucky in certain accidents or situations is less than 1%. The executions play with people being unbelievably lucky in perilous moments.

Advertising Agency: Creative Juice/G1 TBWA, Bangkok
Gold Lion for the Campaign

Baby Face Foam –  Love Story Campaign (2006)

Decades ago before DVDs, the classic Thai selling method was free outdoor cinema that sold a product during a show. We brought that back… We created “The Love Story” series of 4 episodes that not only sells but also pokes fun a conventional ‘Beauty’ commercials.  Airing schedule: prime time on the two most popular channels in Thailand every Friday, Saturday & Sunday starting from June 24th.

Advertising Agency: Jeh United Bangkok
Gold Lion for the Campaign

The Thai Olympic Fibre Cement –  Shakespearean Gecko (2007)

Sharing the fate of Romeo and Juliet, one lizard sacrifices his life to be with his lover because of the cracked ceiling problem.

Advertising Agency: Publicis Thailand
Silver Lion

Bangkok Life Assurance –  Salesman (2007)

Bangkok life assurance creates brand awareness by focusing on their unique selling point:their salesmen’s sincerity. Consumers normally are disgusted by salesmen but with Bangkok insurance this perception will totally change.

Advertising Agency: Creative Juice/G1 TBWA
Silver Lion for the Campaign

Sylvania Light Bulb –  Pic-Nic (2008)

“Nothing to be scared of if there is light. The light is your true friend”.
This is a story about being scared of the dark. During a picnic in the daytime, a father introduces various kinds of Thai ghosts to his son. He has fun getting to know them. Once the light was off, everything became scary.  After the launch, this television commercial became the “Talk of the town” and has been requested for download by consumers from many websites.

Advertising Agency: Jeh United Bangkok
Gold Lion

D7 Coffee –  Wake up Thailand! (2008)

D7 coffee TVC series were created by tying the functional benefit of coffee with controversial issues in Thailand. D7 coffee stimulates not only the body but also the morality of the person.

Advertising Agency: Creative Juice/G1 TBWA
Silver Lion

Muang Thai Life Insurance –  Bridge (2010)

Shows a family walking along when the father received a phone call from his doctor. He finds out that he has liver cancer. With the family distraught and worrying about how they will support themselves, Muang Thai offers them the assurance they need.

Advertising Agency: JWT Bangkok
Silver Lion

Thai Life Insurance –  Silence of Love (2012)

This commercial asks the audience to stop and think about the immense value of the care that fathers provide to their children and the sacrifices they make in the name of unconditional love. The story is told through the eyes of a teenage girl who feels alienated because of her inferiority complex due to her father’s deafness. She refuses to accept her father’s love and turns to other sources. When met with disappointment she decides to commit suicide. However, her father discovers her in time and does whatever it takes to keep his daughter alive. As she recovers at the hospital she finally comes to the realization that, even though her father is not perfect, his love for her is perfect and that it was herself who overlooked all his parental acts of love. It’s past time to care for those who have cared for you. Thai Life insurance. Caring for Thai lives.

Advertising Agency: Ogilvy & Mother Bangkok
Bronze Lion


15 Most Insightful Call for Entries Ads

1 – ADC-UA Awards (Ukraine)/Agency: Leo Burnett Ukraine

2 – The 2002 Marketing Awards/Agency: Taxi Canadamarketing-awards-hack-small-18780





3 – Art Director’s Club CdF 2006/Photographer Vincent Dixon

4 – The Art Directors Club CfE 2002/Bozell New York








5 – The Singapore Creative Circle Awards 1997/Leo Burnett Singapore


6 – Creative Club of Belgium (Call for entry 2005)/Agency: Duval Guilarme, Brussels

7 – The KBP Radio Awards, C.f.E 2007/Agency: BBDO Guerrera Ortega, Philippines




8 – The Art Director’s Club CdF 2009/Agency: Publicis New York

9 – Clio Awards 2004/Agency: ALMAP/BBDO




10 – The Art Director’s Club Cdf 2011/Agency: DDB New York







11 – Crèa Awards 2007/Agency: BOS, Canada








12 – The One Club Call for Entries 2007/Agency: Jupiter Drawing Room, South Africa




13 – AdAwards Call for Entries 2006/Agency: Saatchi & Saatchi, Paris


14 – ADC 92° Annual Awards/Agency: The Conquistadors Collective, New York




15 – The Tinta Awards Call for Entries 2012/Agency: Young & Rubicam Philippines




RKCR/Y&R, London for Virgin Atlantic – Flying in the Face of Ordinary

“The people at Virgin Atlantic are what make it special. I’m proud of every single one of them. See how we are flying in the face of ordinary in our new ad above.” Richard Branson, Founder of Virgin Group


Virgin Atlantic is “Flying in the Face of Ordinary”  with its new global brand proposition. THe campaign brings to life Virgin Atlantic’s innovative and pioneering spirit, capturing the airline’s passion for flight and demonstrating how Virgin Atlantic goes beyond the norm to deliver unforgettable experiences for its passengers.

As a child, could you catch fish with your bare hands while standing knee deep in the local river? Did you have uncanny, almost otherworldly powers of clairvoyance that let you glimpse the future—and even change it for the better? Could you make paper airplanes before you could crawl?

If you answered yes to any of these questions, you should stop what you’re doing and go work at Virgin Atlantic.

All sorts of outlandishly precocious children grow up to become Virgin Atlantic workers in RKCR/Y&R’s stylish, fantastical, tongue-in-cheek launch spot for the carrier’s new global campaign. Styled as a kind of faux movie trailer—cut into 30-, 60- and 90-second TV edits, as well as a cinema version and a two-minute online spot—the spot celebrates the airline’s staff as literal superheroes. Their special gifts include rapid reflexes, preternatural intuition, creative problem solving and heightened empathy. Naturally, as adults, they rendezvous in Virgin’s ranks as cabin crew, ground staff, designers and pilots.

The tagline: “Virgin Atlantic. Flying in the face of ordinary.”


Launched with the new year, the campaign is unapologetically nostalgic and retro, but knowingly so. Air travel hasn’t been glamorous in decades, yet Virgin brings back some of that attitude—along with the attendant fashion and sex appeal—but in a way that’s exaggerated and borders on self-parody. Promising superhuman staff, in the end, is no promise at all. But in typical Virgin style, the carrier builds the whole campaign around such false claims, and expects you to quit worrying and just enjoy it. And it works—largely due to the skillful direction by Partizan’s Antoine Bardou-Jacquet.

The airline explicitly wants to “bring the glamour and fun back into long-haul travel,” says Simon Lloyd, its director of marketing. Mark Roalfe, chairman and executive creative director at RKCR/Y&R, adds: “We wanted to bring to life that special spark that makes the people at Virgin different. I think the film really captures that, but with the tongue-in-cheek tone of voice that we’ve built with Virgin over the last 18 years.”

Sir Richard Branson, President of Virgin Atlantic said: “We’re always on the lookout for gifted young people to grow our business. Our staff hold the keys to the future of Virgin Atlantic, they work so hard and we are delighted to dedicate this new advert to them.

“At a time of soaring youth unemployment, our advertisement is a powerful New Year message encouraging everyone to look again at young people and the talents they have to offer to businesses and industries all over the country. People are at the heart of Virgin Atlantic and we believe this advert celebrates this”.

True glamour may be gone from air travel for good. But in the ads, if nothing else, you can still count on Virgin to make it fun.



VFX Supervisor Rob Walker said, “It was great working with Antoine and Rainey Kelly. The guys came to us with some really cool ideas for us to realize, such as a little boy catching live fish with his bare hands. We had an intensive shoot in South Africa and a challenging deadline to meet, but this was the perfect job for MPC as it combined all of our disciplines.”

We’ve had an excellent team working on this project, everyone’s dedication and passion has helped to craft a wonderful piece of work. Our CG department has created holograms, paper planes, an aircraft and a DNA sequence. We’ve also completed extensive rig removal, multiple pass compositing and DMP work to embellish and create environments”

Advertising Agency: RKCR/Y&R, London
Executive Creative Director: Mark Roalfe
Creative Partners: Pip Bishop, Chris Hodgkiss
Production Company: Partizan
Service Company: Stillking
Director: Antoine Bardou-Jacquet
Year: 2012

Best Not-So-Romantic Valentine’s Day Ads

McDonald’s France




Indirapuram Habitat Club SPA








Naksatra Jewellery


Straps Lingerie Store






NW/Natural Water




Radio Corazon




Splash Lingerie




Yemeksepeti.com (food delivery)


Happy New Year Ads





Happy New Year from DURACELL


Happy New Year from DUREX



Happy New Year from TMB (Metro de Barcelona)


Happy New Year from ALKA SELTZER


Happy New Year from AUDI



Happy New Year from AXE


Happy New Year from BARILLA


Happy New Year from YES Tablet


Happy New Year from MIKADO


Happy New Year from HONDA



Happy New Year from BMW


Happy New Year from O.B.



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