INTERNATIONAL
“CAKE”
IDEA: This campaign celebrates the 60th
“POODLE”
IDEA: Obviously, no one wants their pet
Client: Amnesty International
anniversary of the universal declaration
Client: Groovy Pet Services
poodle delivered to their doorstep in
Agency: DDB Budapest, Hungary
of human rights. Hence the cake. But, as
Agency: Bates141 Jakarta
brown paper. And so, the copy: “Some
the tagline explains, Amnesty wants you to deliveries need an expert”. The image,
Creatives: Rodrigo Fernandes, Guilherme
do more than just celebrate. So the slice of
Photographer: Evelyn Pritt
at least, is attention grabbing. The idea,
Somensato, Giovanni Pintaude, Laszlo
cake depicts the removal of a gun from a
Retoucher: Heru Suryoko
however, isn’t.
Hevesi, Marcell Patkai
child soldier. Smart work.
Creative director: Hendra Lesmono
Photographer: Gabor Mate, Corbis Art directors: Ulva Prinka Tulip, Tommy
Food stylist: Agnes Kapolka Siagian
Art buyer: Judit Jancso Copywriter: Laura Marina
“BOY”
IDEA: The tagline reads “Look inside
“PEARLS”
Client: RoSana Medical psychological
yourself”. So you can see what the agency
IDEA: Admen are constantly being told
Client: Gazzetta Dello Sport’s Rallymania
counselling
is trying to do with the ‘eyes rolling back
that consumers aren’t idiots. McCann Er-
DVD Collection
into the skull’ image. Unfortunately, at
ickson in Milan obviously doesn’t believe
Agency: Grey Bucharest
first glance—without reading the tagline—
Agency: McCann Erickson, Milan it. This ad promotes a DVD collection of
Creative director: Claudiu Dobrita
what this ad says is: “RoSana psychologi-
Creative director: Gaetano Del Pizzo rally highlights, and the advice “Don’t do
Art director: Bob Toma
cal counselling. For the really, really men-
Art director: Matteo Civaschi
it, watch it”. Otherwise, presumably, we’d
Copywriter: Alex Strimbeanu
tally disturbed.” Which works just fine. But
Copywriter: Gianmarco Milesi
all be hurtling off-road without the proper
Photographer: Mircea Mocanu isn’t what the brand was going for. Photographer: Fulvio Bonavia
safety equipment, face-planting the win-
dows. Dumb.
“OBI WAN KENOBI”
IDEA: The campaign is supposed to show
“OBAMA”
IDEA: An eye-catching visual of one of the
Client: Freightliner trucks
how Freightliner trucks are so powerful,
Client: iPhone
most recognisable faces on the planet right
Agency: BBDO Nicaragua, Managua
even a superhero (or, in this execution, a Jedi
Agency: BBDO, Mexico
now, made slightly less recognisable thanks to
master) would be intimidated by them. It’s the imprint of a phone on his cheek, presum-
Creative director: Miguel Acevedo
a strong visual, but the central idea doesn’t
Executive creative director: Héctor
ably caused by constantly having it pressed
Art director/copywriter: Esteban Garcia
work. Are these trucks driven by supervil-
Fernandez
up against him in a bid to stay on top of world
Photographer: Carlos Baez
lains? Why would the heroes feel they have
Creative director: Agustín Esteban
events. If only Obama had an iPhone, then
to fight the trucks? However you look at it,
Art director: Alex Galván
he could just look at the news on the screen
the campaign implies that Freightliner is evil. Copywriter: Daniel González Milán instead of plunging it into his face.
www.mediaweekme.com 08 FEBRUARY 2009 / 29
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