Hasta La Creative!

Advertising Agency: Leiaute, Salvador, Brazil
Creative Director: Carlos Andrade, Raul Rabelo
Art Director: Gustavo Batinga
Copywriter: Paulo Fernandes
Photographer: Almir Bindilatti
Treatment: Renata Melo, Marcelo Carneiro, Eduardo Saphira
Media: Cláudio Freitas, Adriano Souza
Approval: Robinson Almeida

Advertising Agency: Blitz, Beirut, Lebanon
Creative Director: Dalia Nahas
Art Director: Joseph Hajj Assaf
Copywriters: Dalia Nahas, Maia Bulbol
Photographer: Steve kozman

Advertising Agency: OneWG Multicomunição, Brazil
Art director / Copywriter: Marcello Storino
Creative Director: Josué Orsolin
Producer: Andreza Boeing
Art Buyer: Zazo Alves
Retouching: Over Digital
Media: Solange Cardoso
Account Supervisor: Luisa Schwartz
Account Manager: Roberto Torres

“What looks like love can hide an abuse.”

Agency: Saatchi & Saatchi, Auckland, New Zealand
Executive Creative Director: Antonio Navas
Art Director: Emily Drake
Copywriter: Sarah Litwin-Schmid
Producer: Loren Bradley, Linda Krug
Head of Art: Mike Davison
Creative Group Head: Anne Boothroyd
Executive Producer: Haydn Thomsen
Agency Executive Producer: Heath Davy
General Manager: Livia Esterhazy
Flash Designer: Mike McMillian, Dave Hunter, Les Porter
Account manager: Katy Greening

“The great anteater is coming.”

Advertising Agency: Preuss Und Preuss, Berlin, Germany
Creative Director: Michael Preuss
Art Directors: Felicitas Haas, Zuzana Havelcova
Copywriter: Enno Wöhler
Consultant: Nina Preuss

OgilvyAction creates a magical Fantasy Experience for the Selfridges launch of lingerie range Triumph Essence, “Helena Christensen for The Luxury Collection”

OgilvyAction has created a breathtakingly beautiful immersive ‘Fantasy Experience’ to mark the Selfridges debut of luxury lingerie collection Triumph Essence. Helena Christensen is the face of The Luxury Collection and embodies everything it stands for. With her strong personality, creative instincts, professional ambition and feminine allure she represents the essence of modern women today. Three ranges from the collection will be exclusive to “Selfridges on 3” from 23rd February for two weeks, supported by a series of high profile initiatives including a guest appearance by Helena Christensen herself.

OgilvyAction takes inspiration for its campaign from the seductive beauty of the Triumph Essence Collection, a world of lace, precious Italian satin, iconic style and exquisite craftsmanship. The agency has created a rich shopper experience where the real and digital worlds seamlessly meet. It entices consumers in and encourages them to “follow the path to their fantasy”, a journey that will take them into a mysterious fairy-tale world with striking images including a forest made from lace and inhabited by delicate butterflies and birds against a rich midnight-blue backdrop.

The campaign begins with a gorgeous invitation for the 23rd February launch event sent to VIPS, press and special guests. Each invitation carries a QR code allowing recipients to download the campaign app and enjoy a sneak video preview of the collection ahead of the official Selfridges unveiling. The invitation also hints at the Fantasy Mirror in place from 23rd February at “Selfridges on 3”, which uses innovative Holition technology to allow women to experience the collection without removing a single item of clothing. The app will allow consumers to make an appointment at the Fantasy Mirror throughout the fortnight-long event. It will also link to the Selfridges online store.

On the day of the launch, OgilvyAction draws shoppers into a ‘Fantasy Experience’ from the moment they leave the Tube. Underground escalator panels in Bond Street and Oxford Circus stations build the magic of the ‘Fantasy Forest’ and share a glimpse of the Triumph Essence range itself.

The ‘Fantasy Experience’ comes to life in Selfridges’ gorgeous window displays, a luxurious visual feast featuring a ‘Fantasy Forest’ created by OgilvyAction. At 7am, for one hour only on the day of the launch, six live models positioned on rotating music-box style plinths will tastefully show the collection. To add to the sense of theatre this scene will include slowly moving lace screens and will be accompanied by a subtle lighting show. After the first hour the live models will be replaced by mannequins.

The windows act as a digital gateway and carry the message ‘Follow the path to your fantasy’ with lace-style QR codes built into the window creative displays and allowing shoppers to download the campaign app that will reveal further secrets behind the Triumph Essence Collection. App content includes an exclusive ‘behind the scenes’ video of Helena Christensen’s shoot for Triumph Essence. Shoppers who have downloaded the campaign app can scan images of the specially commissioned illustrations of lace bird and butterflies found in the window to view further exclusive videos of the range. Triumph Essence logos and product labels also offer up special content when scanned with the app. Illustrations have been created by Nina Kck and a music-box inspired score commissioned especially for the launch, written by composer Frederic Charpagne feature within the app.

“Selfridges on 3” is home to the OgilvyAction installation which houses the full Triumph Essence Collection as well as the innovative Holition-technology enabled Fantasy Mirror. Triumph fitting experts will guide shoppers who have booked an appointment through a process which involves choosing item(s) from the collection to see it fitted on their silhouette and move in real time as they move. The dedicated space continues the ‘Fantasy Forest’ theme with sumptuous lace imagery and models wearing key items from the range.

Commenting on the campaign, OgilvyAction COO Andrew Reeves, said:”We are immensely proud of this campaign which effectively brings together each of the core pillars of what we offer as an agency. Our mantra is one of influencing purchase behavior using the relevant mix of our shopper, digital, promotional, experiential and trade expertise. I can think of no better demonstration of our activation proposition than this campaign which communicates with consumers at every significant on and offline touchpoint on the path to purchase.

He continues: “I’m just as proud of the quality of creative which underpins this campaign and covers the entire creative spectrum. Here we have a campaign that includes everything from the creative use of cutting edge technologies to in-store architecture, to window builds and carefully commissioned campaign music and illustrations.

OgilyAction has developed every aspect of the campaign with supporting technologies from Holition and Aurasma. It has also created all Triumph Essence campaign assets for both the Triumph and Selfridges website. Creative Services, leading suppliers of innovative retail displays have supported the campaign by being responsible for the physical development of the window displays and third floor shopper experience.

· Advertised brand: Triumph Essence, “Helena Christensen for The Luxury Collection”
· Advert title(s): Selfridges UK launch of Triumph Essence, “Helena Christensen for The Luxury Collection”
· Translation of headline to English:
· Advertising Agency (Name, City, Country): Ogilvy Action, London, UK
· Agency website: http://www.ogilvyaction.com
· Creative Director: Jean-Marc Laforge
· Art Director: Greg McAlinden/Debbie Ellison
· Copywriter: Nick Corbett
· Illustrator: Nina Kck
· Photographer: Mike Friddle
· Other additional credits: original music composed by Frederic Charpagne
· Published/Released (Month, Year): February 2012

This ad was released on 21 December 2011 to invite that we only have 366 days to make the best year.

“THE WORLD ENDS IN ONE YEAR. WHAT A JOY!
How many times has it been said that the world will end on the 21st of
December of 2012? It’s a good Hollywood script, a great theme to sell
books, and a good oportunity to tell the unwary to give away all because
a ship will save them. The truth is that at dawn no one will be able to save
them from bankruptcy or unpredictable weather. Everything is based on prophecies like the ones made by the Maya
Culture. In our theory, the sculptor of the Mayan calendar completed the
full circle when he was in the year 2012, as he could have also ended it in
1986. But there is something more within the environment, we are going
through difficult times, and advertising does not escape from it. There is
fear, there is despair. There is a drought of ideas, and also a flood of bad
ideas; there is hunger for good ideas, and an economic crisis is going on,
and again, there is a lack of ideas. Is this the end of the ideas? Is the business not as fun as it used to be? Maybe we feel this way in our busines because publicists are now only
interested in winning awards with adds that never air, those that people
never see and that we all miss so much, and while the pessimistic reason
expects the year 2012 to be apocalyptic and obscure, we at Saatchi &
Saatchi will appeal to love and change. And if it is to be true that we
have only one year left, we will continue on our path to the good, to what
things used to be like. So if this is to be our last year, lets do it well, lets make it the best year
on the planet, lets make it with special love, with no time for doubt or
discussion. We must do things that exite us, that make us laught, that
make us share, and if for any reason the world must come to an end,
at least it will end leaving us happy, with our hearts fulfilled. And if it
doesn´t end, then it will be a year worth learning that with love children
are born happier, kinder cities are built, and advertising will want to be
seen and shared again. So, what a joy! This is the way think at Saatchi & Saatchi, The Lovemark Company.”

Advertising Agency: Saatchi & Saatchi, Bogotá, Colombia
Executive Creative Director: Juan Pablo Navas
Creative Directors: Juan Carlos González, Margarita Olivar
Art Director: Margarita Olivar
Copywriters: Juan Carlos González, Juan Pablo Navas

Advertising Agency: Rainey Kelly Campbell Roalfe/Y&R, London, UK
Executive Creative Director: Mark Roalfe
Art Director: Martin Casson
Copywriter: Martin Davey
Planner: Saul Betmead
Account Director: Ben Caulfield
Agency Producer: Kelly Sands
Photographer: David Stewart

Advertising Agency: O’Leary and Partners, Newport Beach, CA, USA
Executive Creative Directors: Deidre McQuaide, Eric Spiegler
Art Director: Jodi Jones
Copywriters: Ryan Simonson, Yama Rahyar

Advertising Agency: CumminsRoss, Australia
Executive Creative Director: Jason Ross
Art Director: Ed Howley, Toby Cummings
Copywriter: Ed Howley, Toby Cummings
Group Account Director: Magdalina Triantafyllidis
Photographer: Garry Moore
Chief Executive Officer: Sean Cummins
Account Manager: Andrew Stone