Hasta La Creative!

Category: Beyond Madison Avenue
Summary: Brands have been really bent out of shape since the report that came out towards the end of 2014 stating that less than half the ads presented on the web are being seen by actual people. Yes, the majority of digital ads are being screened by bots and spammers, the worst of the worst in terms of a digital audience.

Print
Evian

Advertising Agency:BETC, Paris, France
Creative Director:Filip Nilsson
Art Director:Agnes Cavard
Assistant Art Dirextor:Felix Falzon
Copywriter:Valerie Chidlovsky
Photographer:Jean Yves Lemoigne
Retoucher:Pierrick Guenneugues, Sparklink
Art Buyer:Isabelle Mocq-Orain, Nathalie Gruselle
Production:Sarah Belhadj

Print
The Mustard Seed

Advertising Agency:Trigger Communications, Canada
Creative Director:Johnny Talisman
Art Director:Teresa Leung
Copywriter:Jordan Finlayson
Photographer:Brendan Stephens

Print
Mitsubishi FUSO

Advertising Agency:F&F Grow, Maputo, Mozambique
Creative Director:Luis Guimarães
Art Director:Chico Ferrao, Luis Guimarães
Copywriter:Pedro Froes
Media Planning:Eurico Freitas

Print
Humanoide

Technology is the opium of people.
Use technology as you like it, but don’t take drugs.

Advertising Agency:GloryParis, Paris, France
Creative Directors:Arnaud Le Bacquer, Hugues Pinguet
Art Director:Kow
Copywriter:Charlotte Lahondès
Photographer:Ulysse & Darcoe
Additional Credits:FLamefy

Media, Outdoor, Direct Marketing
TOTAL Oil Turkey

This specific Total station was not doing business as good as it could, because of its location. Though in a busy urban area, it is a little off the main street and not many people know its whereabouts. To overcome this problem, rather than using conventional outdoor, we decided to create our own media to make sure that in a short period of time, drivers who use the nearby main road are informed about its location.

Drivers in Turkey, are not very loyal to a single fuel station. So in case of need, they will drive to the nearest one. People who are driving to and from work everyday, use a main arterial road nearby. They are not well aware that there is a Total station in the neighborhood, and even if they do, they are not very clear about its location. Had we used the conventional billboard, they would not notice or remember after the campaign.

So the media we used had to create a lasting impact despite short campaign period. We made a deal with 30 shop owners who dwelled in the same region as the Total station. This range included different sorts of shops. Bakery, grocery, mannequin maker even some peddlers. And their signs had high visibility. They were then replaced by signs that described their shops in accordance to Total station. e.g. Grocery 100 meters from Total.

The switch happened overnight so that next day we made sure people notice the difference. At a cost of hiring 30 billboards, we created a campaign that improved car traffic by 10% in a week.

Advertising Agency:Havas Worldwide, Istanbul, Turkey
CCO:Ergin Binyildiz
Coo:Mali Erdo?an
Creatives:Merve Selamet, Özlem Özel, Çetin Y?ld?z, Hasan Y?ld?r?m, U?ur Baltac?, Ayd?n Do?ruöz
Account:Selen Varlik, Zeynep Ayd?n
Agency Producers:Dilan Davuto?lu, S?la Salg?n

Print
Crest

A smile changes the whole story.

Advertising Agency:Conill, USA
Chief Creative Officer:Javier Campopiano
Executive Creative Directors:Hernan Cerdeiro, Diego Yurkievich
Associate Creative Directors:Tomas Almuna, Cristián Costa, Juan Cruz Vassallo, Hernan Pettinaroli
Copywriters:Tomas Almuna, Juan Cruz Vassallo, Ricardo Chuecos
Art Directors:Cristián Costa, Hernan Pettinaroli, Mauricio Mutis
Director Of Integrated Production:Rodrigo Vargas
Project Management:Katia Quiñones
Managing Director:Jasper Nelissen
Client Services Director:Beatriz Del Amo
Account Director:Julia Estacio
Account Supervisor:Lyanne Pardo
Social Media Supervisor:Juan Pablo Garcia
Director:Tom Lanktree
Strategic Development:Tom Lanktree
Group Director Communications Strategy:William Formeca

Print
Velux

Velux, the celebrated roof window manufacturers, entrust Lost Boys Paris, DigitasLBi’s creative hot shop, with the renewal of its brand communication. The first announced stage of this revival: an integrated campaign on their black-out blinds. The Danish company and masters of natural light are now taking on the dark side in this print and digital campaign, shot by Léo Caillard. Velux campaign was shot with thermal cameras to detect and tackle anything and everything that keeps you from sleeping, from troublesome kids to duvet-stealing wives, snoring husbands and even the cat that makes itself at home! Every single nuisance that can disturb the ideal sleep offered by Velux 99.8% black-out blinds will be identified.

Advertising Agency:Lost Boys Paris, France
Creative Director:Nicolas Thiboutot
Art Director:Chisato Tsuchiya
Copywriter:Philippe Pinel, Frédérick Lung
Photographer:Leo Caillard
Art Director Assistant:Victor Miellin
Account Director:Clément Corouge
Project Manager:Kévin Pam
Marketing Manager Velux France:Corinne Millot
Internal Creation Manager:Alexis Tort

Film, Mobile
CNA

CNA Language School and FCB Brasil have again found a way to connect students with native speakers using the power of technology. When a patron calls to order a pizza from Bella Vista Pizzeria, they’re connected with a CNA student sitting in a classroom in Brazil. Guided by their instructors, these students take orders and chitchat. The longer those ordering pizzas stay on the phone, the bigger discount they receive on their order.

Advertising Agency:FCB, Sao Paulo, Brazil
VP Creative Directors:Joanna Monteiro, Max Geraldo
Digital Creative Director:Pedro Gravena
Creative Directors:Adriano Alarcon, Carlos Schleder
Copywriter:Alessandra Muccillo, Lui Lima
Art Director:Andre Mancini, Romulo Caballero
Creative Technologist:Marcio Bueno
Digital Production:Bolha
Project Manager:Lia D’Amico, Suelen Mariano
Information Technology Vp:Gerson Lupatini
Account:Mauro Silveira, Alec Cocchiaro, Pedro Fuhrer, Diogo Braga, Thiago Figueiredo
Planner:Raphael Barreto, Frederico Steinhoff, Alice Alcântara, Stephanie Day.
Media:Alexandre Ugadim, Cris Omura, Rafael Amaral, Monica Oliveira, Aline Lins, Camila Oliveira
Rtv:Charles Nobili, Ricardo Magozo
Production Company:Crash of Rhinos
Director:Miguel Thomé
Codirection:João Luz
Photographer:Marcos Ribas
Account Production Company:Diego Melo, Mary Lacoleta
Editor:Miguel Thomé, Guilherme Azem
Sound Producer:Cabaret
Account Sound Producer:Cayto Trivellato
Producer:EAT (Entertainment, Art, Talent
Client Supervisors:Luciana Fortuna, Nicadan Galvão, Ricardo Martins

Online, Mobile
1930

1930 is the most longed-for speakeasy bar by night-hawks and trendsetters in Milan. The challenge: how to extend 1930’s infamous inaccessibility online, where, by definition, everybody can access everything? The strategy: to natively use Tinder’s peculiarities: “Matches” and “Moments” to push the selection/seduction game to the next level. How: Creating the “first door selection on Tinder”….It’s like real life … but worse!

Advertising Agency:Alkemy Digital_Enabler, Milan, Italy
Executive Creative Director:Federico Ghiso, Giorgio Cignoni
Design Director:Nicola Gotti
Copywriter:Michele D’Amore
VP Social Media and Digital Pr:Matteo Menin
Social Media Strategist:Luca Sirianni