Advertising Agency: DRAFTFCB, Sao Paulo, Brazil
Creative Director: Joanna Monteiro, Max Geraldo
Copywriter: Felipe Cirino
Art Director: Paulo Junger, Felipe Petroni
Photographer: Platinum
Art Buyer: Tina Castro, Daniel Gonçalves
Account Manager: Juliana Nascimento
Account Supervisor: Mariana Mozzaquatro
Planner: Lia Bertoni
Media: Alexandre Ugadin, Tiago Silva, Rachid Antun
Agency Producers: Vivi Guedes, Manoela Estellita
Creative Technologist: Marcio Bueno
IT director: Gerson Lupatini
Production Company: Piloto
Film Director: Dani+Chalabi
Sound: Dafne Music
Advertiser’s Supervisor: Tatiana Ponce, Lilian Cruz, Ana Borges
Advertising Agency: Maruri Grey, Guayaquil, Ecuador
Chief Creative Officer: Daniel Pérez Pallares
Art Directors: Luis Campoverde, Eduardo Velez
Copywriter: Daniel Pérez Pallares
Film Director: Gloria
The first step in the fight against cancer is believing in the cure. But chemotherapy treatment is difficult, especially for a child. To help them believe, JWT worked with the A.C.Camargo Cancer Center and another client of the agency, Warner Bros., to create an idea capable of changing their negative perception of the treatment:
Transform the chemotherapy into a “Superformula.”
To this end, covers for intravenous bags were constructed based on characters from the Justice League, creating, for the first time, a child-friendly version of the treatment.Co-developed with doctors, the covers are easy to sterilize and handle and meet all hospital hygiene standards. To give these covers a more powerful meaning, the agency started to produce a special series of cartoons and comic books in which the superheroes go through experiences similar to those of kids with cancer, and recover their strength, thanks to this “Superformula.”
An experience that went far beyond the covers by also providing a new look to the entire Children’s Ward: the game room was turned into the Hall of Justice, corridors and doors were decorated in the same theme, and the exterior acquired an exclusive entrance for these little heroes.
An idea which, since it has been up and running, is helping the children in their own struggle against one of the real world’s greatest villains.
Advertising Agency: JWT, Sao Paulo, Brazil
CCO: Ricardo John
Head of Art: Fabio Simões
Creative Director: Hernan Rebalderia, Santiago Dulce
Art Director: Guilherme Sakosigue
Copywriter: Fabio Ozorio
Account Team: Luciana Rodrigues, Yves Rodrigues
Planing: Fernand Alphen, Isabella Mulholland, Stella Pirani
Media: Aline Moda, João Dabbur, André Sanchez
Advertiser Supervisor: Irlau Machado Filho, Adriana Seixas Braga, Luciana Del Nero
Broadcast Director: Marcia Lacaze
Art Buyer: Paula Ferrari
Graphic Producer: Flavio Schaefer, Flavio Colella
Photographer: Regis Fernandez
Animation Production Company: Vetorzero
Executive Production: Eliza Flores
Director: Andre Sernaglia
C0-Director: Marcelo Fahd
Illustration: Marcelo Fahd, Felipe Kimio, Fernando Ricciopo
Animation: Fernando Ricciopo
Pos Production – Animation: Fernando Ricciopo, Marcelo Akira
Videocase Prodction Company: HungryMan
Director: Gualter Pupo
Mounting: Ricardo Mehedff
Sound Production Company: Shuffle
Videocase – Finishing: HungryMan
We changed the price of supermarket shopping for calories and show how to burn them.
Advertising School: Miami Ad School, São Paulo, Brazil
Creative Director: Paulo André Bione
Art Director: Lucas Bressan
Copywriters: Giulio Beloto, João Guilherme Ferreira
Advertising Agency: Leo Burnett, São Paulo, Brazil
Chief Creative Officer: Marcelo Reis
Executive Creative Director: Guilherme Jahara
Creative Director: Rodrigo Jatene
Copywriter: Caio Lekecinskas
Art Director: Rafa Oliveira
To create business, to stimulate creativity and help customers beat the crisis, BEING France and Bergère de France, the leading French spinner, created the first ever customer-generated wool coupon.
Customers were invited to pick one of 4 coupon designs (-5%, -10%, -15% and -20%) from a brochure, use their cast-off yarn to knit the coupon according to their level of expertise, and bring it back to their Bergère de France boutique to get the discount on their next purchase.
“The better you knit, the more you save.”
Advertising Agency: BEING, Paris, France
Chief Creative Officer Alasdhair Macgregor Hastie
Creative Director: Thierry Buriez
Art Director: Nicolas Comastri
Copywriter: Jérémy Jamet
Challenge
Smart by Mercedes is a perfect car for a big city with huge parking problems. In Moscow, it takes an average of 19 minutes a day for a driver to find a parking place. Yet people still try to squeeze their mid-to-large cars into limited places. Our objective was to show reluctant consumers that the Smart is an best car for parking in the big city. The task was to drive the audience’s interest in Smart by demonstrating its amazing parking abilities. The results were to be measured by hotline calls and test drive applications.
Solution
We involved a city-wide chain of corporate self-service cafeterias called Cafetera. There are 18 Cafeteras in Moscow’s biggest business centers (total daily audience 10 000 people), a bulls-eye hit into the target audience: upper middle class white collars. The lines in Cafeteras during lunch hours are as terrible as the parking situation around them.
Idea
We noticed that just a simple 900 turn of a tray will increase the number of trays on the counter by 50%. And this is exactly how it feels to park a Smart. A simple sticker on a tray turned it into the simplest test drive ever – the effect of Smart parking is visible immediately, on the counter.
Results
Total people reached by the message: approx. 9000
Hotline calls increase vs. planned: 186%
Smart Test Drive online applications coming from Smart Twist vs. classic media ads: 26:1 ratio
Total people applying for a test drive: 85 – 250% increase vs. the monthly average
Conversion rate 70% – people applying for a Test Drive vs QR code readings
Cafetera lines efficiency increase during the promo: 38%
Advertising Agency: BBDO, Moscow, Russia
Chief Creative Officer: Igor Lutz
Creative Director: Mihai Coliban
Copywriter: Victor Lander, Evgeniy Gavrilchenko
Art Director: Konstantin Tokarev
Producer: Valery Gorohov, Anna Chernaya, Denis Shushin
Account Supervisor: Christina Tancher, Anna Sokolova,
Advertiser’s Supervisor: Ekaterina Geraseva
Account Manager: Yana Bader
Producer P.P.C.M Enterprise: Daria Yastrubitskaya
Director P.P.C.M Enterprise: Avdotia Alexandrova
Graphics&Animation P.P.C.M Enterprise: Timofey Alexandrov
E-commerce rivalry is very high. Hence all competitors have to reduce costs wherever possible. Online stores of home appliances are special as they also deliver goods, assembly and mount them. DAM is a logistic company which does not only deliver home appliances but also provides its assembly and mounting. Goal: to be spotted by major online stores selling home appliances. Idea: To give online stores original presents which will literally show DAM’s competitive advantage over its rivals. Solution: We used LEGO bricks to assembly toy washing machines which were placed on a DAM-branded pedestal. Them these authentic pieces were placed into stylized carton boxes and later delivered to prospective clients.
Advertising Agency: TWIGA, Moscow, Russia
Creative Director: Mikhail Elagin
Art Director: Grant Abovyan
Copywriter: Sergey Fedorov
Designer: Mikhail Chebanu
Challenge:
Everyday more than 200 channels compete for the viewers’ attention on Pay TV.
How could the Discovery Channel stand out among so many options?
Idea:
We decided to use the remote controls in our favor. So we created a special button that transports viewers directly to the Discovery Channel, turning it into an easy and handy choice. The remotes were produced in partnership with a major Pay TV operator in Brazil and are being delivered to each of its new customers.
Advertising Agency: Publicis, Sao Paulo, Brazil
Creative Director: Alessandro Cassulino, Hugo Rodrigues
Art Director: Antonio Correa, Kevin Zung
Copywriters: Luis Felipe Figueiredo
Production Company: Margarida Filmes
Audio Production: MugShot
Advertising Agency: Grey, Milan, Italy
Associate Creative Directors: Francesco Fallisi, Simona Angioni
Art Directors: Alice Pozzi, Andrea Pioppi
Copywriters: Francesca Andriani, Serena Pulga
Tv Producer: Monica Cadringher
Head of Print Production: Emilano Bianchi
Account Supervisors: Chiara Soloni, Elisa Rizzuto
Case Movie Soundtrack: Matteo Buzzanca
Web Designer & Interactive Creative Director: Beppe Bizzarro
Web Developer: Purple Network
Production Company: The Family
Executive Producer: Stefano Quaglia
Line producer: Alessandra Bracaglia
Producer: Carlotta Magnani
Director: Anna Negri
Director of Photography: Alessandro Pavoni
Editor: Alessio Doglione
Scenographer: Emita Frigato
Makeup Artist: Dalia Colli
Hairstylist: Rodolfo Sifari
Special Effects: Leonardo Cruciano
Music Composer: Dominik Scherrer
Color Correction and CGI: Bloompix
Advertising Agency: The Marketing Store, Sao Paulo, Brazil
Creative Directors: Alexandre SIlva, Rodrigo Allgayer
Art Directors: Levy Mota, Lucas Haeser, Marcelo Monteiro
Copywriter: Paulo Vasconcellos
Illustrator: Levy Mota
Photographer: Casa de Video
Planner director: Albano Neto
Additional credits: Rafael Eackmann, Leonardo Linden, Ingrid Buckmann, Rodrigo Costa, Blanda Grazi, Marcos Salotto
Advertising Agency: JWT, Brazil
Executive Director of Creation: Ricardo John
Creative Director: Rodolfo Amaral and Ricardo Marques
Creatives: Fernando Christo, Filipe Matiazi
Production: Flávio Schafer, Eduardo Santini, Alessandra Carvalho
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