Droga5 for Marc Ecko – Still Free: the story of an impossible tag



“I wanted to do something culturally significant, I wanted to create a real pop-culture moment. It’s this completely irreverent, over-the-top thing that could really never happen:this five-dollar can of paint putting a pimple on this Goliath”

This is the story of a viral succes that plays on the fine line between reality and fiction. It came from New York fashion designer Marc Ecko.

In a video on his site he was shown creeping up to Air Force One and spray-painting it with the words “Still Free”. When the film was released, several inconsistencies were found in the footage, and it was later revealed that a real plane was not vandalized. Ecko’s company had rented a 747 cargo jet and painted one side of it to look like Air force One.

In a separate video on the same website, Ecko explained that he had tagged the plane in protest against the strict anti-graffiti laws in many American city including New York. In some cases it has been made illegal to carry or purchase wide-tipped markers or spray paint. “No elected official gets to decide what is art and what is trash…” Ecko said. “Since then I’ve learned that there are cities all over this country with laws that restrict kids who want to pursue legal art inspired by graffiti… The President’s highest responsability is to protect our freedom, and the first among those is our right to speech. That’s why I tagged the President’s plane… The President can’t fly around like a rock star, talking about how America is the greatest country in the world, but ignore what makes it great…”

The Video

Case History

Behind the Scene

Advertising Agency: Droga 5
Creative: David Droga, Duncan Marshall, Jeski Takaharo
Production Company: Smuggler NY
Director: Randy Krallman
Year: 2006


Stihl (2002/2011) – The Garden of Creativity

Stihl Leaf Blower – BLOW

A man is blowing leaves off the footpath. He accidentally blows his son off his bicycle as he is riding past.
Advertising Agency: FCB Melbourne
Creative Director: Alastair Simpson
Copywriter: Justine Drape
Art Director: Scott Nowell
Year: 2002
Shortlist

Stihl Foliage Trimmer – DROWNING


Advertising Agency: DDB, Paris
Creative Director: Bertrand Suchet
Copywriter: Jean Gabrielle Causse
Art Director: Pierrette Diaz
Photographer: Nicolas Descottes
Year: 2004

Stihl Foliage Trimmer – PIZZA DELIVERY MAN/SALESMAN/EXPRESS SERVICE





Advertising Agency: DDB, Paris

Creative Director: Alexandre Hervè/Sylvain Thirache
Copywriter: Edouard Perarnaud
Art Director: Martin Darfeuille
Photographer: David Harriman
Year: 2005
Shortlist

Stihl High Powered Blower – DESERT/SNOW/VOLCANO




Advertising Agency: DDB, Paris
Creative Director: Alexandre Hervè/Sylvain Thirache
Copywriter: Edouard Perarnaud
Art Director: Martin Darfeuille
Photographer: Corbis
Year: 2005

Stihl Chainsaw – SABRE


Advertising Agency: DDB, Paris
Creative Director: Alexandre Hervè/Sylvain Thirache
Copywriter: Edouard Perarnaud
Art Director: Martin Darfeuille
Photographer: Jean Yves Lemoigne
Year: 2005

Stihl Cut-off Saw – EIFFEL TOWER


Advertising Agency: DDB, Paris
Creative Director: Alexandre Hervè/Sylvain Thirache
Copywriter: Cèline Landa
Art Director: Benjamin Marchal
Year: 2005
Shortlist

Stihl Garden Tool – LOST CHILD/CAST AWAY



Advertising Agency: DDB, Paris
Creative Director: Alexandre Hervè/Sylvain Thirache
Copywriter: Mathieu Elkaim
Art Director: Pierrette Diza
Photographer: Julia Fullertton Batten
Year: 2006

Stihl Chainsaw – BIRD/SNAKE/SLOTH




Advertising Agency: DDB, Paris
Creative Director: Alexandre Hervè/Sylvain Thirache
Copywriter: Frederic Sounillac
Art Director: Alexandre Veret
Year: 2006

Stihl Brushcutter – CLOTHESLINE/PING PONG/LETTERBOX


Advertising Agency: DDB, Paris

Creative Director: Alexandre Hervè/Sylvain Thirache
Copywriter: Olivier Apers
Art Director: Hugues Pinguet
Photographer: Klaud Fayol
Year: 2005
Bronze Lion for the campaign

Stihl Gardener Tools – MEMORIES CAMPAIGN





Advertising Agency: Publicis Conseil, Paris
Executive Creative Director: Olivier Altmann
Creative Director: Hervè Plumet
Copywriter: Olivier Camensuli
Art Director: Frederic Royer/Yves Sarhadian
Photographer: Arnaud Pyvka
Year: 2006

Stihl Trimmer Range – WOMAN/MAN/BOY

Advertising Agency: Publicis Conseil, Paris
Executive Creative Director: Olivier Altmann
Creative Director: Hervè Plumet
Copywriter: Olivier Dermaux
Art Director: Mathieu Vinciguerra
Photographer: Jean-Yves Lemoigne
Year: 2007
Bronze Lion for the campaign

Stihl Chainsaw – DON’T SPEND YOUR LIFE AT WORK




Advertising Agency: Publicis Conseil, Paris
Creative Directors: Olivier Altman/Herve Plumet
Creatives: Mathieu Degryse,/Yves-Eric Deboey
Photographer: Marc Gouby

Stihl Chainsaw – KIDS/CAR



Advertising Agency: Publicis Conseil, Paris
Executive Creative Director: Olivier Altmann
Creative Director: Hervè Plumet
Copywriter: Patrice Lucet
Art Director: Charles Guillemant
Photographer: Jean-Yves Lemoigne
Year: 2007
Shortlist

Stihl Chainsaw – CHRISTMAS TREE


Advertising Agency: Cumminsnitro, Melbourne
Executive Creative Director: Sean Cummins
Creative Director: James Procter
Copywriter: Julie Polter
Art Director: Dave Lunnie
Photographer: Peter Roberts
Year: 2007
Shortlist

Stihl High Power Blowers – BLOWER



Advertising Agency: Publicis Conseil, Paris
Executive Creative Director: Olivier Altmann
Creative Director: Herve Plumet
Copywriter: Morgan Sommet
Art Director: Geoffroy Gozez
Production Company: La Pac, Paris
Director: Herve Plumet
Photographer: Herve Plumet
Year: 2007

Stihl – GRASS ARMY


Advertising Agency: Publicis Conseil, Paris
Executive Creative Director: Olivier Altmann
Creative Director: Hervè Plumet
Copywriter: Celine Lescure
Art Director: David Aryel
Photographer: Jacques Demarcillac
Year: 2007

Stihl Chainsaw – FIRE


Advertising Agency: Publicis Conseil, Paris
Executive Creative Director: Olivier Altmann
Creative Director: Hervè Plumet
Copywriter: Patrice Lucet
Art Director: Charles Guillemant
Photographer: Jean-Yves Lemoigne
Year: 2007

Stihl Cut-Off Saw – PILLARS/COSTRUCTION/STAIRS




Advertising Agency: Publicis Conseil, Paris
Executive Creative Director: Olivier Altmann
Creative Director: Hervè Plumet
Copywriter: Eric Helias
Art Director: George Carreno/Benoit Blunberger
Photographer: Herve Plumet
Year: 2007

Stihl Hedge Trimmer – MAZE


Advertising Agency: Cumminsnitro, Melbourne
Executive Creative Director: Sean Cummins
Creative Director: James Procter
Copywriter: James Procter
Art Director: Dave Lunnie
Photographer: Stuart Crosset
Year: 2008
Shortlist

Stihl Edgers – BROWN DWARF/ORANGE DWARF



Headline: Get your garden back
Advertising Agency: DCS, Porto Alegre Brazil
Executive Creative Director: Roberto Callage/Régis Montagna
Creative Director: Roberto Callage/Régis Montagna
Copywriter: Claudia Tajes
Art Director: João Pedro Vargas
Photographer: Claudio Meneghetti
Year: 2008

Stihl Blower Garden Vacuum – THREE LITTLE PIGS


Advertising Agency: DCS, Porto Alegre Brazil
Executive Creative Director: Roberto Callage/Régis Montagna
Creative Director: Roberto Callage/Régis Montagna
Copywriter: Patrik Matzembacher
Art Director:Andre Pauletti
Year: 2008

Stihl Electric Range – MIXER/HAIRDRYER/HEDGE TRIMMER




Advertising Agency: Publicis Conseil, Paris
Executive Creative Director: Olivier Altmann
Creative Director: Herve Plumet
Copywriter: Martin Rocaboy
Art Director: Yves Sarhadian
Photographer: Yann Le Pape
Year: 2008

Stihl Tools – CHAINSAW/BLOWER/HEDGE TRIMMER/CLEARING SAW




Advertising Agency: Publicis Conseil, Paris
Executive Creative Director: Olivier Altmann
Creative Director: Hervè Plumet
Copywriter: Olivier Dermaux
Art Director: Mathieu Vinciguerra
Photographer:Hervè Plumet
Year: 2008

Stihl Gardening Tools – ANVILS/BARBED WIDE FENCE/STONE TREES/WALL





Advertising Agency: Publicis Conseil, Paris
Executive Creative Director: Olivier Altmann
Creative Director: Hervè Plumet
Copywriter: Mathieu Degryse
Art Director: Yves Eric Deboey
Photographer: Marc Gouby
Year: 2008

Stihl High Pressure Hose – GRAFFITI


Advertising Agency: Publicis Conseil, Paris
Executive Creative Director: Olivier Altmann
Creative Director: Hervè Plumet
Copywriter: Mathieu Degryse
Art Director: Yves Eric Deboey
Photographer: Marc Gouby
Year: 2008

Stihl Gardening Tools Guarantee – CHAINSAW/BLOWER/HEDGE TRIMMER/CLEARING SAW






Advertising Agency: Publicis Conseil, Paris
Executive Creative Director: Olivier Altmann
Creative Director: Oliver Desmettre/Fabrice Delacourt
Art Director: Nicolas Delille
Photographer: Herve Plumet
Year: 2009
Shortlist

Stihl Chainsaw – BEQUEATHE

For more than 80 years, STIHL have forged a reputation for making outdoor power equipment that doesn’t give up. Their iconic Chainsaws are no exception. Bullet-proof engineering combined with expert servicing means you’ll only ever need one. To demonstrate the incredible lifespan of a STIHL Chainsaw, we portrayed what might happen if it out-lived its owner.
Advertising Agency: DDB New Zealand
Executive Creative Director: Toby Talbot
Copywriter: Simon Vicars
Art Director: James Tucker
Production Company: Robbers Dog Films, Auckland
Director: Adam Stevens
Year: 2009

Stihl Gardening Tools – CARPET/BATH TUB/DISH WASHER/DRY CLEANER’S





Advertising Agency: Publicis Conseil, Paris
Executive Creative Director: Olivier Altmann
Copywriter: Thierry Lebec
Art Director: Benedicte Potel
Photographer: Geof Kern
Year: 2009

Stihl Gardening Tools – STRONG


Advertising Agency: DCS, Porto Alegre Brazil
Executive Creative Director: Roberto Callage/Raphael Boher
Copywriter: Everton Behenck
Art Director:Rodrigo Alves
Photographer: Raul Krebs
Year: 2009

Stihl Power Cutters – SHUTTLE


Advertising Agency: FHV BBDO, Amsterdam
Executive Creative Director: Marthen Van De Vijfeijken
Art Director: Bart Bus
Photographer: Jeroen Bijl
Year: 2009

Stihl Gardening Tools – CAR/CHEMISTRY/SHOPPING/BABIES





Advertising Agency: Publicis Conseil, Paris
Executive Creative Director: Olivier Altmann
Copywriter: Olivier Camensuli
Art Director: Federic Royer/Yves Sarhadian
Photographer: Herve Plumet
Year: 2009

Stihl Chainsaw – BEDOUIN


Headline: It makes you to saw
Advertising Agency: Publicis Conseil, Paris
Executive Creative Director: Olivier Altmann
Copywriter: Charles Guillemant
Art Director: Faustin Claverie
Photographer: Jean-Yves Lemoigne
Year: 2010

Stihl – AUTUMN CALENDAR




Insights, Strategy & the Idea
STIHL asked the agency to develop a calendar, which promotes the product range of leaf blowers. The aim was to retain existing and entice new customers.
We didn’t want to create an ordinary calendar covering 365 days. So, we created the first autumn calendar – with a simple but striking idea: the sheets of the calendar fall automatically. Just like the leaves of trees in autumn. This brings autumn right into the offices of potential customers, showing the necessity of STIHL leaf blowers in an entertaining way – day by day.
Creative Execution
In close cooperation with a graduate engineer, we developed something never seen before: the first tear-off calendar that tears off its leaves automatically – introducing the STIHL autumn calendar.
The design remains close to the leaf. Every leaf-like sheet of the calendar has branching veins and is coloured like autumn foliage of the domestic tree world. Because leaves fall in autumn, the STIHL autumn calendar only covers the time period from October 23 to December 21.
Results and Effectiveness
After the first 100 STIHL autumn calendars arrived, STIHL got innumerable requests from key clients. Due to that, STIHL Germany is planning to produce a second batch of 3,500 calendars. And even STIHL International is planning to produce 1,000 pieces. Nevertheless, only six days after the demo-video of the STIHL autumn calendar has shown up on youtube.com, it got well over 160,000 hits, thousands of links to homepages, blogs and tweets.

Advertising Agency: Euro RSCG, Duesseldorf
Creative Directors: Torsten Pollmann/Felix Glauner
Art Directors: Martin Staubach/Kai Tusar/Marie Pielmeier
Copywriters: Christoph Mueller/Till Koester
Year: 2010
Shortlist

Stihl – STOP BOTHERING YOUR NEIGHBOURG CAMPAIGN




Advertising Agency: Publicis Conseil, Paris
Executive Creative Director: Olivier Altmann
Creative Director: Hervè Plumet
Copywriter: Olivier Dermaux
Art Director: Mathieu Vinciguerra
Photographer: David Harriman
Year: 2010

Stihl Blower – BIRDS


Advertising Agency: Publicis Conseil, Paris
Executive Creative Director: Olivier Altmann
Copywriter: Patrice Lucet
Art Director: Philippe Boucheron
Photographer: Leo Caillard
Year: 2011
Shortlist

Stihl Chainsaw – WARRIORS




Advertising Agency: Scholz & Friends, Berlin
Executive Creative Director: Matthias Spaetgens
Copywriter: Felix John
Art Director: PhilippeWeber
Year: 2011
Bronze Lion for the campaign

Stihl Box – THE GARDENER


Advertising Agency: Publicis Conseil, Paris
Chief Creative Officer: Olivier Altmann
Copywriter: Fabrice Dubois
Art Director: Gérald Schmitte
Production Company: Carnibirds
Director: David Gray
Year: 2011

Stihl – HAPPY CHRISTMAS


Advertising Agency: Publicis Conseil, Paris
Creative Director: Olivier Altmann
Art Director: Martin Darfeuille
Copywriter: Alexandre Hildebrand
Photographer: Jean Yves Lemoigne
Year: 2011


Erik Vervroegen for AIDES

2005 – Vibrators – Gold Lion 

We start with a long shot zooming into a suburban home. A young girl looks out the window, hoping to build friendships with the boys playing football in the yard. She’s rejected. Perhaps the skateboarders? No joy. Now she’s years older, a teenager walking through the park ready to throw away her rag doll. The boys are now only too ready to gather around with lust in their minds. She chooses the one with love in his heart. But before they go any further he’s presented with a condom. He’s not happy. More years pass and she’s on the back of a scooter with a love-tattooed boyfriend. They perform sexual acrobatics, but the evidence shows condoms are in use. She presents him her heart but he snuffs it out with his cigarette. More boyfriends come along – a romantic turns into a sadist. A skiier fades out in boredom. An afro-wearing lover turn out to be just too large. At the moment of despair, on the edge of the bridge, comes Mr Right, perhaps at a similar point of vulnerability. The couple become bride and groom. We pan out to the home in the suburbs. The final message: Live Long Enough to find the right one. AIDES. Protect Yourself.

Advertising Agency:  TBWA\PARIS, Boulogne-Billancourt
Executive Creative Director:  Erik Vervroegen
Copywriter:  Veronique Sels/Erik Vervroegen
Art Director:  Erik Vervroegen
Production Company: Wanda Productions
Music/Artist: Vibrators/Baby Baby

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2006 – Sugar Baby Love – Silver Lion and Bronze Lion for the Outdoor Campaign

The animated journey of a young boys life through his sexuality are shown, from being the odd boy at school, to his first gay love, where he is rejected, and he goes from one bad relationship to another, until he is beaten by by homophobics, and while in hospital meets his true love in the shape of his doctor. After a series of dating catastrophes, he finally meets the man of his dreams. TAG: Live long enough to find the right one. Protect yourself.

Advertising Agency:  TBWA\PARIS, Boulogne-Billancourt
Executive Creative Director:  Erik Vervroegen
Copywriter:  Veronique Sels
Art Director:  Eve Roussou
Production Company: Wanda Productions
Director: Wilfried Brimo
Music/Artist: Les Rubettes/Sugar Baby Love


Advertising Agency:  TBWA\PARIS, Boulogne-Billancourt
Executive Creative Director:  Erik Vervroegen
Copywriter:  Veronique Sels
Art Director:  Ingrid Varetz

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2007– Love Story – Shortlist Film Lion

A book opens to tell the sexual encounters of a young man: from the joys of Kamasutra to partner swapping, from brothels to S&M fantasies… On the back cover of the book, a tagline appears: “Whatever you’re into, protect yourself.”
Advertising Agency:  TBWA\PARIS, Boulogne-Billancourt
Executive Creative Director:  Erik Vervroegen
Copywriter:  Veronique Sels
Art Director:  Eve Roussou
Production Company: Wanda Productions
Director: Wilfried Brimo




Advertising Agency:  TBWA\PARIS, Boulogne-Billancourt
Executive Creative Director:  Erik Vervroegen
Copywriter:  Jean Francois Bouchet
Art Director:  Jessica Gerard-Huet/Eve Roussou
Typographer: Aisk One

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2008 – Boy/Girl – 2 Bronze Lions for the Press and Outdoor Campaign


A young man flies through a galaxy of breasts, lips, labia, legs, buttocks, tongues and blow up dolls.


Protected by a condom, a young woman swims through a sea of penis and tongue shaped sea creatures. It would be interesting to see how women responded to the commercial, considering the dominance of the penis, to the exclusion of almost all other body parts.

Advertising Agency:  TBWA\PARIS, Boulogne-Billancourt
Executive Creative Director:  Erik Vervroegen
Copywriter:  Xander Smith
Art Director:  Jonathan Santana
Typographer: James Jean
Production Company: La Pac
Animation/VFX Girl: Minivegas
Animation/VFX Boy: MPC & Minivegas
Director: Minivegas
Music: Future Perfect

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2010 – Graffiti – Cyber: 2 Gold Lions and 1 Bronze Lion/Film: Bronze Lion/Shortlist Grand Prix for Good

AIDES is the leading association fighting against aids in France, leading the way in all the battles for that matter: discrimination, tolerance and open-mindedness.
Despite preventive actions on the field, massive communication remains essential. Graffiti, the new TVC from the agency, has already taken up the challenge with almost 3 million spontaneous views on youtube.
Assertive yet hilarious, Graffiti delivers the message in the most efficient manner…
This TVC celebrates happy sex… as long as it is safe.
It’s also a reminder that condoms can be seen as an appealing asset !
More stuff are to be released in the next months to keep building the world of Willy the graffiti… talk soon then !

Advertising Agency:  TBWA\PARIS, Boulogne-Billancourt
Executive Creative Director:  Erik Holden/Remi Noel
Copywriter:  Ingrid Varetz
Art Director:  Ingrid Varetz
Production Company: Wanda Production
Director: Yoann Lemoine

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2011 – Smutley – Shortlist in Film Lions

CHALLENGE: To de-dramatize the somewhat embarrassing, if not plain awkward, moment when “rubber protection” needs to be discussed. SOLUTION: Smutley. He does not discriminate. Smutley will have unprotected sex with anything on two legs, four hooves or a couple of flippers if the situation arises. But he’s only able to do this because he’s a cat with nine lives. The rest of us need to protect ourselves with condoms. Smutley’s hedonistic and dirty perversions have been paired with a 1920s black-and-white animation style. The juxtaposition between this basic style, the story and the music is both unexpected and engaging – it puts a smile on your face while reminding you to do the right thing.

Advertising Agency: Goodby Silverstein & Partner, San Francisco
Executive Creative Director:  Erik Vervroegen
Copywriter:  Eric Boyd
Art Director:  Andre Massis
Typographer: James Jean
Production Company: Passion Picture, London
Animation/VFX Girl: Minivegas
Animation/VFX Boy: MPC & Minivegas
Director: Niklas Rissler/Kevin Grady
Music: Bad Reputation/Joan Jett

2011 – Welcome to the World of Sex – Silver in Print Category at the 2011 Clio Awards







“Welcome to the World of Sex”, promoting safe sex, awareness and behavioural changes through innovative and provocative imagery. London illustrator Rod Hunt has designed a NSFW Sex Theme Park map with the tagline “The safer you play, the longer you stay”, taking a humorous and revealing approach to the world of human sexuality and safe sex. “The World of Sex is full of both pleasure and risk. Protect yourself from HIV and other sexually transmitted diseases by always wearing a condom”.

Advertising Agency: Goodby Silverstein & Partners, San Francisco
Executive Creative Director: Erik Vervroegen
Associate Creative Director/Copywriter: Spencer Riviera
Associate Creative Director/Art Director: Nick Spahr
Art Director: Chris Valencius
Artist: Rod Hunt

2011 – Willy The Tourist

Introducing Willy, the tourist with a lot of frequent-flier miles. Indefatigable and cute, he is a good reminder for all of us to stay safe.

Advertising Agency: Goodby Silverstein & Partner, San Francisco
Executive Creative Director:  Erik Vervroegen
Copywriter:  Will Elliot
Art Director:  Antonio Marcato/Raphael Milczarek
Production Company: Seagulls Fly
Director: Luciana Jordao

2011 – Charlie, Swamp, S&M, Monkey, Castle





Advertising Agency: Goodby Silverstein & Partner, San Francisco

Executive Creative Director:  Erik Vervroegen
Copywriter:  Nathaniel Lawlor, Will Elliot, Icaro Doria
Art Director:  Adrien Bindi, Antonio Marcato, Raphael Milczarek, Andre Massis
Artist: Andy Ward, Cristiano Siqueira, Mike Kazaleh, Nathan Fox