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IDI Pharmaceuticals: Cinzia Your Skin Friend
case study: http://youtu.be/mNGg-r21ZBk
31% of Italian woman (18-45) intending to buy dermatological products on the Internet instead of asking a pharmacist or looking for a specific research. The Internet is a chaotic universe of information and it’s hard to distinguish between good advice and dangerous remedies. IDI Pharmaceuticals, a niche company but at cutting edge of dermatological research, wants to shoe them that it’s safer to trust to qualified experts.
We created a fake tutorial girl on YouTube and social network who dispenses weird skincare tips a the real thing. His name is Cinzia: your friend skin. With her surreal tutorials, “Cinzia Your Skin Friend”, invaded skincare blogs, generated thousands of spontaneous conversations on dermatological problems and dialogued with her fans through videos and comments on YouTube, Facebook and Twitter. She also enchanted a number of Italian VIPS and influencers on social networks. She ended up on radio and TV, which broadcast her videos without knowing who she really was.
After the first few episodes, IDI Pharmaceuticals made its appearance. Thanks to counter-videos featuring a real dermatologist, a tab on its Facebook Fan Page and YouTube leaderboards, external annotations and captions, it was possible to visit the Dermaday website and book a free skin check-up.
Advertising Agency: Leo Burnett, Milan, Italy
Creative Director: Cristiano Tonnarelli
Art Director: Serena Micieli
Copywriters: Giuseppe Pavone, Andrea Torcoli
Group Creative Directors: Paolo De Matteis, Riccardo Robiglio
Digital Creative Director: Paolo Boccardi
Digital Strategist: Andrea Torcoli
Published: December 2012 -
Asurn: Waitress
Breathe fresh air. Asurín bags with easy close. The bag closes, the smell goes away.
Advertising Agency: FWK, Argentina
Creative Director: Christian Oneto Gaona
Art Director: Matías Fernandez
Copywriter: Matías Abbondio
Photographer: Matías Posti
Published: May 2013 -
Asurn: Chef
Breathe fresh air. Asurín bags with easy close. The bag closes, the smell goes away.
Advertising Agency: FWK, Argentina
Creative Director: Christian Oneto Gaona
Art Director: Matías Fernandez
Copywriter: Matías Abbondio
Photographer: Matías Posti
Published: May 2013 -
Okanagan Spring Brewery: Stay pure
Advertising Agency: Open, Toronto, Canada
Creative Director: Martin Beauvais
Strategic Lead: Christian Mathieu
Art Director: Tyler Mckissick
Copywriter: Layton Wu
Project Lead: Christine Macdonald
Agency Producer: Anna Tricinci
Production Company: OPC Family Style
Executive Producers: Liz Dussault, Donovan Boden
Directors: Jon and Torey
DOP: Todd Duym
Line Producer: Ed Callaghan
Editorial Company: School Editing
Executive Producer: Sarah Brooks
Editor: Ryan Hunt
Assistant Editor: Daniel Bochenski
Music Company: Vapor Music
Creative Director: Joey Serlin
Composer: Andrew Harris
Producer: Natalie Schnurr -
Ecofriendly Disposables GeoPack: Knife
It's comforting to know we can enjoy ourselves while keeping our planet safe with environmentally friendly products.
Advertising Agency: Pubblica, Bogotá, Colombia
Creative Director / Copywriter: Ronald Bastidas Vélez
Art Director / Illustrator: Christian Vanegas
Published: April 2013 -
Ecofriendly Disposables GeoPack: Fork
It's comforting to know we can enjoy ourselves while keeping our planet safe with environmentally friendly products.
Advertising Agency: Pubblica, Bogotá, Colombia
Creative Director / Copywriter: Ronald Bastidas Vélez
Art Director / Illustrator: Christian Vanegas
Published: April 2013 -
Ecofriendly Disposables GeoPack: Spoon
It's comforting to know we can enjoy ourselves while keeping our planet safe with environmentally friendly products.
Advertising Agency: Pubblica, Bogotá, Colombia
Creative Director / Copywriter: Ronald Bastidas Vélez
Art Director / Illustrator: Christian Vanegas
Published: April 2013 -
Israeli Rett Foundation: Not a word
Advertising Agency: Gitam BBDO, Tel-Aviv, Israel
Executive Creative Director: Danny Yakobowitch
Creative Director: Moshe Saikevich
Creative Planning Director: Ran Allon
Copywriter: Saar Ben Yoav
Art Director: Evgeni Zlatopolsky
V.P. Client Services: Elika Merhavi
Account Supervisor: Asaf Vishkin
Account Manager: Sara Avraham
Executive Digital Manager: Guy Poreh
Digital Client Manager: Amit Gurevich
Digital Project Manager: Amichay Katan
Planning Manager: Lili Aharon
Digital Studio Manager: Karin Mazor -
Tobias de Aguiar High School: Tobias Music Festival, 3
Tobias Music Festival. Our children's voice used in the right way.
Advertising Agency: Alucine Propaganda, São Paulo, Brazil
Creative Director: José Fernando
Art Director: Eduardo Borges
Copywriter / Illustrator: Minêu
Published: May 2013 -
Tobias de Aguiar High School: Tobias Music Festival, 2
Tobias Music Festival. Our children's voice used in the right way.
Advertising Agency: Alucine Propaganda, São Paulo, Brazil
Creative Director: José Fernando
Art Director: Eduardo Borges
Copywriter / Illustrator: Minêu
Published: May 2013 -
Tobias de Aguiar High School: Tobias Music Festival, 1
Tobias Music Festival. Our children's voice used in the right way.
Advertising Agency: Alucine Propaganda, São Paulo, Brazil
Creative Director: José Fernando
Art Director: Eduardo Borges
Copywriter / Illustrator: Minêu
Published: May 2013 -
Forbes Brazil: Madonna
Madonna would have to sing until the year 9328 to match Bill Gates' money.
The power of the list.Advertising Agency: Ogilvy, Sao Paulo, Brazil
Creative VP: Anselmo Ramos
Executive Creative Director: Roberto Fernandez
Creative Director / Copywriter: Fabio Seidl
Art Director: Guto Kono
Illustration / Digital Artists: Zombie Studios -
Forbes Brazil: Ronaldo
Cristiano Ronaldo would have to play until the year 13508 to match Warren Buffet's fortune.
The power of the list.Advertising Agency: Ogilvy, Sao Paulo, Brazil
Creative VP: Anselmo Ramos
Executive Creative Director: Roberto Fernandez
Creative Director / Copywriter: Fabio Seidl
Art Director: Guto Kono
Illustration / Digital Artists: Zombie Studios -
La Ciudad de la Raqueta: Ballrocking
The action was based on a powerful insight: the tennis balls that go out and end up on the surrounding fences. JWT found a way to make these "misses" something positive. That's how "Ballrocking" was created; Motivational messages inserted into a very unique format: the tennis balls that get stuck on the fences that surround the courts. That way, each time one of the kids sends a ball out while training they will see a motivational message.
Advertising Agency: JWT, Spain
Executive Creative Director: Jaime Chávarri
Creative Directors: Pablo Rodriguez Meyre, Paco García, Iván De Dios
Art Director: Myriam López
Copywriter: Lucía Bara
Account: Jorge Pérez
Producer: Antonio Ortega
Editor: Rebeca Fernández
Music: Will Spector, Los Fatus
Published: March 2013 -
Ted Baker: Britain Town
Advertising School: Lisbon Ad School, Lisbon, Portugal
Creative Director: Juan Christmann
Art Director: Ana Costa
Copywriter: Diogo Abrantes
Published: March 2013 -
Alserkal Avenue / Al Manzil School: Conversations
Children with special needs struggle to communicate. The children at the Al Manzil School for special needs were trying to reach out to the world through art. Conversations, a unique exhibition of their paintings GAVE THEM A PLATFORM TO ESTABLISH A DIALOGUE WITH THE WORLD while giving an opportunity to the world to COMMUNICATE BACK. A simple device enabled people to listen to what the child had to say, and then record their response, thus completing the conversation. An integrated communication approach using different mediums raised awareness. The facebook app allowed the Conversations to continue well beyond the event. As a result, the event garnered over 3000 patrons and helped raise over 225,000 dirhams. But since our task was more than just achieve numbers, the real reward came in the form of joy and happiness the children felt when they heard those priceless words of encouragement. Conversations is now a permanent platform that will continue to showcase the artistic talents of these children, making them feel EXCEPTIONAL rather than an exception.
Advertising Agency: DDB, Dubai, UAE
Creative Directors: Makarand Patil, Kartik Aiyar, Zahir Mirza
Art Directors: Makarand Patil, Kapil Mayekar
Copywriters: Kartik Aiyar, Katrina Petrenko, Zahir Mirza
Illustrator: Kapil Mayekar
Photographer: Jithesh Narayanan
Additional credits: DejaVu Studioz
Sound / Music: MangoJam Dubai
Published: May 2012 -
Google Chrome: Building the Web Together
Creative Director: Patrick Ehrlund
Designer: Matt Delbridge
Producer: Rakel Smith -
Windows Phone: Things Kids Say
Now you can hand over your phone without fear, because Kid's Corner gives your little ones access only to the apps, games, videos and music you choose for them, so you can relax and let them play, and enjoy a little more me-time.
Advertising Agency: Jam, London, UK
Creative Director: Wayne Deakin
Creatives: Luke Norton, Drew Wolf
Agency Producer: Veronica Saez
Copywriter: Luke Norton
Production Company: Agile Films
Published: May 2013 -
Xbox Halo 4: Live ad
The new game from Xbox saw players fight a war against all odds to save the future of mankind. McCann London and UM created a campaign to recruit gamers to join this war, and the resulting ‘Roll of Honour’ facebook-integrated TV commercials celebrated and thanked those who had signed up to fight. Willing recruits from the UK, Spain, France and Germany who had enlisted had their Facebook names and profiles personally featured in the television commercials, along with live-fed data from the Xbox LIVE online gaming network.
Advertising Agency: McCann, London, UK
Executive Creative Directors: Rob Doubal, Lolly Thomson
Art Director: Matt Statham
Copywriter: Chris McDonald
Account Director: Richard Pike
Account Manager: Michael Burgoyne
Account Executive: Saminder Khaneka
Managing Partner: Tom Rothenberg
Project Manager: Francois Camillieri
Producer: Danielle Connolly -
FAD: Puke
Advertising Agency: Bungalow25, Spain
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Breathe Right: Noisemaker
End the All-Nighters
A habitual snorer keeps his or her partner up every night with loud, annoying sounds. End the all-nighters with Breathe Right strips.
Advertising Agency: Student Submission: The School of Visual Arts, New York, USA
Creative: Mark Zanghi -
Breathe Right: Airhorn
Stop Disturbing the Peace
A habitual snorer keeps his or her partner up every night with loud, annoying sounds. End the all-nighters with Breathe Right strips.
Advertising Agency: Student Submission: The School of Visual Arts, New York, USA
Creative: Mark Zanghi -
Breathe Right: Megaphone
Quit Protesting Sleep
A habitual snorer keeps his or her partner up every night with loud, annoying sounds. End the all-nighters with Breathe Right strips.
Advertising Agency: Student Submission: The School of Visual Arts, New York, USA
Creative: Mark Zanghi -
Wfit Nutrition: Super Natural, 7
The first, full line of all natural nutrition designed specifically for CrossFit athletes. All Natural Nutrition. Supernatural Results.
Advertising Agency: BOLD Worldwide, New York, USA
Creative Director: Brian Cristiano
Art Director: Ahab Nimry
Photographer: Brian Kuhlmann
Published: March 2013 -
Wfit Nutrition: Super Natural, 6
The first, full line of all natural nutrition designed specifically for CrossFit athletes. All Natural Nutrition. Supernatural Results.
Advertising Agency: BOLD Worldwide, New York, USA
Creative Director: Brian Cristiano
Art Director: Ahab Nimry
Photographer: Brian Kuhlmann
Published: March 2013 -
Wfit Nutrition: Super Natural, 5
The first, full line of all natural nutrition designed specifically for CrossFit athletes. All Natural Nutrition. Supernatural Results.
Advertising Agency: BOLD Worldwide, New York, USA
Creative Director: Brian Cristiano
Art Director: Ahab Nimry
Photographer: Brian Kuhlmann
Published: March 2013 -
Wfit Nutrition: Super Natural, 4
The first, full line of all natural nutrition designed specifically for CrossFit athletes. All Natural Nutrition. Supernatural Results.
Advertising Agency: BOLD Worldwide, New York, USA
Creative Director: Brian Cristiano
Art Director: Ahab Nimry
Photographer: Brian Kuhlmann
Published: March 2013 -
Wfit Nutrition: Super Natural, 3
The first, full line of all natural nutrition designed specifically for CrossFit athletes. All Natural Nutrition. Supernatural Results.
Advertising Agency: BOLD Worldwide, New York, USA
Creative Director: Brian Cristiano
Art Director: Ahab Nimry
Photographer: Brian Kuhlmann
Published: March 2013 -
Wfit Nutrition: Super Natural, 2
The first, full line of all natural nutrition designed specifically for CrossFit athletes. All Natural Nutrition. Supernatural Results.
Advertising Agency: BOLD Worldwide, New York, USA
Creative Director: Brian Cristiano
Art Director: Ahab Nimry
Photographer: Brian Kuhlmann
Published: March 2013 -
Wfit Nutrition: Super Natural, 1
The first, full line of all natural nutrition designed specifically for CrossFit athletes. All Natural Nutrition. Supernatural Results.
Advertising Agency: BOLD Worldwide, New York, USA
Creative Director: Brian Cristiano
Art Director: Ahab Nimry
Photographer: Brian Kuhlmann
Published: March 2013
































