Hasta La Creative!

Brief: To get the most talented DTPer (studio designer) in a highly competitive market where it’s hard to stand out among all the job vacancy ads in this sector. To execute the idea for the same price as a normal ad, but then with a lot of free publicity.

Creative Execution: This creative execution was relevant because DTPers were waiting for the authentic ADOBE CS4 software which was about to be launched. DTPers are working with this software, and therefore this Trojan horse attracted their attention immediately. The design had to look as real as possible. The Box had to look real, but at a second glance it would make you smile. Also the special made programme had to make the DTPer smile.

Creative solution: Infiltrate in companies by delivering a box to the desk of targeted DTPers. The box looked like the new ADOBE CS4 software, but it was a Trojan horse called ABODE CS4, meaning Ad for most Brilliant and Outstanding DTPer Ever. A special courier delivered the packages. Each package contained a DVD and guidebook. The DVD describes the Marketing Agency 2008 and the current vacancy. It includes a software programme we designed so that people could create their own personal letter of application. With one click they could send this letter to 2008. We also designed a special website www.abodecs4.com.

Results: The response of this campaign was overwhelming. We delivered 70 boxes, but received over a 100 applications. The news of our action was spreading everywhere, from our own website www.abodecs4.com to blogs, advertising magazines, computer magazines and even job magazines. We did 20 job interviews and finally we got the guy who was perfect for the job. The box became a product that every DTPer wanted to have. The costs were less than a 1/2 traditional ad in a trade paper (5000 Euro). We got our DTPer and a lot of free publicity for the new company.

Advertising Agency: 2009, Amsterdam
Creative Director Art: Mischa Schreuder
Creative Director Copy: Ramon Stalenhoef
Art Director: Liat Azulay
Copywriter: Jeroen De Korte
Designer: Harm-Jan Van Der Mark, Donnie De Meijer
Technology Director: Remko Postuma

With a debt of $353 million, Yubari City in Hokkaido, Japan, went bankrupt in 2007. Our challenge was to promote Yubari, reenergize its citizens, and help erase the debt burden. Our PR strategy focused on the fact that Yubari boasted the lowest divorce rate in the whole of Japan and as such we created the idea, ‘Yubari, no money but love.’ In expanding this idea we created a couple of loveable, yet slightly ironic characters called ‘Yubari Fusai’. “Fusai” means both “debt” and “married couple” in Japanese. Then we collaborated with the City Government to create a series of schemes positioning the city as a destination for happy couples – one of the many promotional schemes we initiated was the formation of Department of Happily Married Couples issued official Happily Married Certificates. Important to our strategy was the need to be upbeat and positive, protecting the sensitivities of the local residents, ensuring that our efforts didn’t demean them in any way. The idea of “no money but love” was an honest, yet endearing articulation of the situation they faced. Added to which, and in a country obsessed by cute characters such as Hello Kitty, the Yubari Fusai icon, proved to be a potent vehicle in generating WOM, print and broadcast PR.

Advertising Agency: Beacon Communication, Japan
Creative Director: Masato Mitsudera
Art Director: Naoki Nishimura
Account Management: Go Suzuki, Hideki Soraoka, Tomoko Shigetome
PR: Mika Archer

LONDON – MySpace is making 300 redundancies in its international operations and is losing its international managing director Travis Katz.

“Weekend Murders. Feature length UK drama, Saturdays 8:30pm on Prime. Summer is a season of volatile TV ratings. How do we promote our show ‘Weekend Murders’ when everyone’s at the beach? We followed them there…and murdered them! Or rather, we gave out pool-of-blood shaped beach towels so that when people lay on them, they looked murdered.”

Advertising Agency: DraftFCB, Auckland, New Zealand
Creative Directors: James Mok, Chris Schofield, Billy McQueen
Art Director: Leisa Wall
Copywriter: Jane Jamieson
Account Director: Jane Wardlaw
Account Manager: Katie Loverich
Production Manager: Mason Clarke
Released: March 2009

LONDON – O2 has launched a TV campaign to promote its new Pay and Go tariff.

LONDON – Strongbow has produced a humorous spoof viral of its own ad campaign which picks on beleaguered bankers.

Basé au Canada, Xavier est un graphiste print français, connu pour son engagement et sa passion pour la typographie et les grilles de mise en page suisses. Il vient de réaliser l’identité print de l’agence Soleil noir et la mise en page du magazine de mode Under The Influence.

Plus de travaux et réalisations sur son site personnel.

The new song in an outcast style in this video. Advertiser: Nokia

The fact is, most Indians don’t grow very tall and height of children is a major concern among parents. The Ogilvy & Mather Mumbai challenge was to communicate and demonstrate a very popular health drink, Bournvita’s growth-inducing properties in an interesting manner.

Advertising Agency: Ogilvy & Mather, Mumbai, India
Executive Creative Director: Abhijit Avasthi
Creative Director: Manoj Shetty, Siddhartha Dutta
Art Director: Sreejith Kodoth
Copywriter: Sreejith Kodoth
Photographer: Avadhut

Advertising Agency: lg2, Quebec, Canada
Creative Director: Luc Du Sault
Art Directors: Vincent Bernard, Luc Du Sault
Copywriter: Nicolas Boisvert
Illustrator: Marc Rivest
Photographer: Benoit Camirand