Hasta La Creative!

Subtlety is a valuable thing in advertising, as consumers will always feel better about a brand that lets them connect the dots instead of hammering them over the head. But there is such a thing as too subtle, as well.

Mercedes-Benz rides that line in these ads from BBDO Chile. We stared at them for a few minutes trying to work out the message, and not just because the copy has been translated.

We spoke to BBDO art director Leonardo Rocha about the ads. But before we give away his explanation, let us know what you think they’re about.

Click to enlarge. Via Adeevee.

CREDITS
Client: Mercedes-Benz
Agency: BBDO, Santiago, Chile
Executive Creative Director: Jorge Espinoza
Creative Director: Rodrigo Peralta
Art Director: Leonardo Rocha
Copywriter: Felipe Araya
Photographer: Javiera Eyzaguirre

La « Casa Tunquen » a été construite au Chili par des architectes travaillant chez Mas Fernandez. Cette maison de vacances a une terrasse située face à la mer, en hauteur. Au milieu d’un jardin central, on peut trouver le jacuzzi. La construction est disponible en photos et vidéo (signées Nico Saieh) dans la suite.

C’est avec la baseline forte « Un enfant qui apprend est un professeur qui enseigne » que l’Unicef a imaginé cette campagne afin de promouvoir l’accès à l’éducation, imaginant des photos de classe où les professeurs ne sont pas des modèles de vertu. Une campagne signée par Prolam Y&R et des clichés de David Calderon.

Essa é uma campanha sensacional que rolou no início do ano, e que ficou só no shortlist de Cannes Lions 2012. Merecia mais.

Uma abordagem criativa – com referências históricas e literárias – para vender caneta marca-texto. Recomendo clicar nas imagens para ver em tamanho ampliado para prestar atenção na incrível execução.

A criação é da Prolam Y&R, de Santiago, Chile.

Post originalmente publicado no Brainstorm #9
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Quando eu era moleque-nerd e ficava horas vendo o mapa-mundi pirava com Lesoto, um país-dentro-de-um-país. Como o “país em volta” é a África do Sul a Coca-Cola resolveu aproveitar para criar uma historinha divertida de como os torcedores da Argentina estão convencendo a população local a torcer pelo seu time na Copa do Mundo 2010.

O problema é que a torcida por lá achou uma #putafaltadesacanagem a mesma ideia ser aplicada, pelo que já dá para ver no YouTube, no Paraguai e Chile:

Viu outro vídeo parecido por aí? Manda!

Via @rafaelziggy.

Post originalmente publicado no Brainstorm #9
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a href=/media/print/melon_concrete_crossimg src=http://adsoftheworld.com/files/images/Melon_cross.preview.jpg alt=Melon concrete: Cross title=Melon concrete: Cross class=image image-preview width=460 height=298 //apAdvertising Agency: La Mesa, Santiago, Chilebr /
Executive Creative Director: Sebastian Katzbr /
Creative Group Head / Copywriter: Raúl Torresbr /
Art Director: David Contreras/p

a href=/media/print/land_rover_defender_eagleimg src=http://adsoftheworld.com/files/images/Landrover_Eagle.preview.jpg alt=Land Rover Defender: Eagle title=Land Rover Defender: Eagle class=image image-preview width=308 height=460 //apAdvertising Agency: a href=http://www.prolamyr.cl/Prolam Yamp;R, Santiago, Chile/abr /
Via: a href=BAOThttp://bestadsontv.com/a/p

a href=/media/print/land_rover_defender_bearimg src=http://adsoftheworld.com/files/images/Landrover_Bear.preview.jpg alt=Land Rover Defender: Bear title=Land Rover Defender: Bear class=image image-preview width=311 height=460 //apAdvertising Agency: a href=http://www.prolamyr.cl/Prolam Yamp;R, Santiago, Chile/abr /
Via: a href=BAOThttp://bestadsontv.com/a/p

This campaign was realized for OXFAM and it’s about Salmon enterprises and the environmental damage they cause that generates contamination and unemployment to the Los Lagos community.

Advertising Agency: Carcavilla Boutique Creativa, Santiago, Chile
Creative Director: Marco Antonio Carcavilla
Art Director: Rodrigo Medel
Copywriter: Pamela Muñoz
Illustrator / Photographer: Julio Wassaf
Published: January 2008

New and exclusive recipe that combines the best of the natural ingredients.

Advertising Agency: Holy Jesus, Santiago, Chile
Creative Director / Art Director / Illustrator: José Edwards