Focus /
Mastering of the ambient space in outdoor advertising
This subsection of Ad Archive combines best commercials from all over the world according to certain themes, focusing on different creative methods and techniques, on best reels of directors, studios, agencies and brands. The section supplements the collection of prints “
Mysterious coincidences
”. However, in the TV-spots case we are talking about “focus” in particular, making an attempt to categorize creative methods and strategies.
Mastering of the ambient space in outdoor advertising
Duracell Torches: Ambient lights
Credits:
Advertising Agency: Impact BBDO, Dubai, UAE
Executive Creative Director: Oliver Maisey
Creative Director: Jennie Morris
Art Director: Mark Held
Copywriter: Grant McGrath
Illustrator: Mohsen Mahbob
Additional credits: Media Hub
Client: TV3
Agency: Colenso BBDO, Auckland
Art Director / Copywriter: Lisa Fedyszyn
Executive Creative Director: Nick Worthington
Creative Director: Steve Cochran
Deputy Creative Director: Karl W Fleet
Copywriter / Art Director: Jonathan McMahon
Producer: Paul Courtney
Country: New Zealand
Photographer: Troy Goodall
Retoucher: Kevin Hyde
Advertiser: Lion Nathan
Brand: Corona
Agency: DDB New Zealand
Executive Creative Director: Toby Talbot
Head of Art: Mike Davison
Copywriter: Mike Felix
Art Director: Gavin Siakimotu
Photographer: Ross Brown
Retoucher: Andy Salisbury
Country: New Zealand
In the heart of downtown Toronto lies the ever expanding Dundas Square, Canada’s answer to New York’s Times Square. In this popular location JWT Toronto on behalf of Johnson & Johnson’s Tylenol brand posted a large backlit board with an eye catching execution of a man suffering from a bad headache. To emphasize his pain, a large wrecking ball, suspended from a 3D crane above the
board, has smashed through, and stuck in the man’s forehead.
Advertiser: Johnson & Johnson Inc
Brand: Tylenol
Agency: JWT Toronto
Creative Director: Martin Shewchuck
Creative Group Head/ Copywriter: Colin Winn
Conservation of Natural Resources: Displaced animals
Credits:
TASK: The Haribon Foundation for the Conservation of Natural Resources wanter to come up with a campaign that would bring awareness to the plight of endangered animals.
IDEA: If their natural environments were being threatened, these animals might end up in varioes cities. A series of banners were created that made it seem like a several nation species were perched around various lampposts arount Metro Manila.
RESULTS: The campaign effectively stirred the curiosity of the public.
Advertiser: The Haribon Foundation for the Conservation of Natural Resources
Agency: Dentsu Philippines
Creative Director: Mike Calaquian
Assoc Creative Director: Lyli Eulterio, Chan Delacalzada
Art Director: Lyli Eulterio, Mike Calaquian
Copywriter: Chan Delacalzada
Agency Producer: Rene Infante
Country: Philippines
Accounts: Titus Arce, Jackie Rubio
Photographer: DMV
Final Artist: Amor Rosales
Bikers in big cities like Jakarta ofter suffer from eye irritation (red eye) caused by pollution on the road.
Implementation
The idead demostrates how fas Visine alleviates the problem. The signage is placed on a traffic light in the city of Jakarta which has a 60 seconds countdown timer.
Advertiser: Johnson & Johnson
Brand: Visine
Agency: LOWE, Jakarta
Executive Creative Director: Din Sumedi
Creative Director: Firman Halim
Art Director: Aji Bekti
Copywriter: Andrea Billy
Country: Indonesia
Sony Playstation: Little Big Planet - Tiny Billboards
Credits:
For the launch of world creation video game "Little Big Planet" on Playstation 3, Deutsch has planted about 1,000 small yard-sign-sized billboards across San Francisco, Los Angeles and New York.
Client: Sony
Agency: Deutsch, New York
Group Creative Director: Jason Elm,
Mike Bryce
Art Director: Bernie Odowd
Designer: Jessica Talmadge
Agency: Saatchi and Saatchi NY
Executive Creative Director: Tony Granger
Creative Director: Kerry Keenan, Alison Gragnano
Art Director: Michael Schachtner,Menno Kluin
Copywriter: Julia Neumann
Country: United States of America
Type Of Entry: Corporate or Brand Identity
Category: Logos & Trademarks - New Or Redesigned
Title:
THE BIG 4
Advertiser/Client: CHANNEL 4
Product/Service: TV CHANNEL
Advertising Agency, City: CHANNEL 4 TELEVISION, London
Country: UNITED KINGDOM
Design/Advertising Agency, City: 4 CREATIVE, London
Country: UNITED KINGDOM
Credit Details:
Name
Position
Company
Brett Foraker
Network Creative Director
Channel 4
Rufus Radcliffe
Head of Marketing
Channel 4
Ben Johnson
Designer
FreeState
Adam Scott
Designer
FreeState
Nick Knight
Photographer
None
Aran Chadwick
Designer
Atelier One
Luis Fernandez
Designer
Atelier One
Adelyne Albrecht
Designer
Atelier One
Mark Titchner
Artist
None
El-Anatsui
Artist
None
Brief/Objectives/Goals:
To mark Channel 4's 25th anniversary. The brief was to create a 50ft version of the 4 logo in front of the channel's London HQ. The structure needed to be 3-dimensional and mirror the channel's award-winning idents, where one single viewpoint reveals the '4' mark. The structure was then transformed into a year long celebration of public art. A range of artists were invited to use the '4' as a blank canvas and bring it to life in different ways. The frist artist to interpret the '4' was photographer Nick Knight. Cladding the '4' in lenticular photographs of chests of people of different racial origins, Knight's '4', known as 'Heart', appeared to be gently breathing in and out. This was followed in January 2008 by Turner Prize nominee Mark Titchner's idea which allowed members of the public to walk into the structure and record their views. The next installation will be by African artist El-Anatsui followed by the winner of a competition run in conjunction with the Saatchi Gallery. The channel's logo has evolved into four pieces of talked about public art - an innovative way of using the iconic '4' to mark the Channel's anniversary.
Type Of Entry: Use of Media
Category: Best Use of Ambient Media: Large Scale
Title:
GRIDLOCK
Advertiser/Client: DHL EXPRESS (HK)
Product/Service: COURIER SERVICES
Advertising Agency: OGILVY & MATHER HONG KONG
Country: HONG KONG
Media/Advertising Agency: OGILVY & MATHER HONG KONG
Country: HONG KONG
Credit Details:
Name
Position
Company
Gavin Simpson
Executive Creative Director
Ogilvy & Mather
Eugene Tsoh
Creative Director
Ogilvy & Mather
Thomas Tsang
Copywriter
Ogilvy & Mather
Eugene Tsoh
Art Director
Ogilvy & Mather
Roy Yung
Art Director
Ogilvy & Mather
Jacky Ip
Photographer
Kim Ho
Illustrator
Roger Chan
Print Production
Innovative Media Strategy:
To achieve Top of Mind awareness, project a differentiable image and standout from omnipresent competitive Olympic associated advertising. MTR (Railway System in Hong Kong) is used as the key supporting medium to catch targeted corporate customers on the move in an appropriate time sensitive environment to communicate a time sensitive message.
Creative Execution:
See and touch the forces that drive DHL staying ahead ALL THE WAY all the time. Up close and personal to audiences, movement and 3D exposure make DHL experience come alive. Allow high level of creative flexibility that encourages impactful ideas.
Target Audience:
Best marriage of DHL's 'Moving Things' ALL THE WAY with MTR's 'Moving People'. Strategic high traffic spots (2m commuters daily) hits targeted corporate influencers and decision-makers. Matching time sensitive environment to time sensitive message with audience in attuned frame of mind.
Effectiveness:
Record high brand awareness, encouraging raise in ad awareness and outdoor ad awareness, increase in overall image attributes and generate positive word-of-mouth and invaluable free publicity.
Type Of Entry: Use of Media
Category: Best Use of Ambient Media: Large Scale
Title:
BACH GAVOTTE
Advertiser/Client: CALCUTTA SCHOOL OF MUSIC
Product/Service: CLASSICAL MUSIC CLASSES
Advertising Agency, City: OGILVY & MATHER, Kolkata
Country: INDIA
Media/Advertising Agency, City: OGILVY & MATHER, Kolkata
Country: INDIA
Credit Details:
Name
Position
Company
Piyush Pandey
Executive Creative Director
Ogilvy & Mather
Sumanto Chattopadhyay
Executive Creative Director
Ogilvy & Mather
Sukhendu Mukherjee
Associate Creative Director
Ogilvy & Mather
Parthaa Ghosh
Activation Head, East
Ogilvy & Mather
Sharmista Dev
General Manager
Ogilvy & Mather
Sujoy Roy
Copywriter
Ogilvy & Mather
Soubhik Payra
Art Director
Ogilvy & Mather
Jayatsen Bhattacharya
Copywriter
Ogilvy & Mather
Innovative Media Strategy:
The client was unable to take conventional media vehicles to support the communication because of financial constraints. Apart from that, it was also important that the message didn't lose its essence in the clutter of conventional media. Keeping these challenges in mind, we had to find a way to communicate both effectively and economically. We were talking to music enthusiasts all across the city. Parents, teachers and students alike. The objective was to make them realize that training themselves in Western classical music will not result in dreary and boring sessions.
Creative Execution:
The communication had to blend-in with their image of being trend-setters. Notations, the basic grammar of music were an instinctive choice. We wanted to make formal music more appealing to our target audience and break the myth of gravity and reverence attached to it. Overhead wires against the sky immediately gave us the cue of the stave notation lines. The unique idea of using these wires as staves shaped up the communication and gave it an edge over the stereotypical media vehicles.
Target Audience:
The ads were displayed at nine strategic locations in the city. These were places near schools and colleges and those which faced heavy traffic congestions. Apart from using overhead wires, speakers were installed inside the kiosks that read the message. The static nature of the creative execution got the eyeballs and the response that it deserved.
Effectiveness:
The message was immediately communicated to the music enthusiasts and prospective students across Kolkata. It translated into more than 700 phone calls and 260 enrollment forms getting distributed by Calcutta School of Music.
Executive Creative Directors: David Guerrero, David Lubars
Creative Directors: Joni Caparas, Joel Limchoc, Simon Welsh
Copywriters: Gunter Liermann, Maui Reyes
Art Directors: Joni Caparas, Ming-mei Hung
Photographer: Jonathan Tay
Advertiser's Supervisors: Jennifer Dauer, Brenda Bynarowicz, Kimberly Doebereiner
Sony Australia has committed to offsetting all carbon emissions caused by their corporate travel. To celebrate this and their ongoing partnership with Landcare Australia, Saatchi & Saatchi Sydney created a living breathing grass car that was built from the ground up. The car was parked around various public locations in Sydney to highlight the importance of being a responsible corporate citizen and to encourage other organisations to follow suit.
Product : SONY Corporate Image
Agency : Saatchi & Saatchi, Sydney
Executive Creative Director: Steve Back
Art Director: Shannon Sutherland
Copywriter: Simon Armour
Agency Producer: joe churchward
Country : Australia
Centraal Beheer Achmea is Dutch insurance company.
This bus is a driving near Amsterdam for a 2,5 month
Advertising Agency: DDB, Netherlands
Creative Director: Martin Cornelissen
Art Directors: Maarten van Kempen, Marco Sluijter, Daniel Ashkol
Copywriter: Dieuwer Bulthuis
Photographer: Ernst Yperlaan
HP Advanced Photo Paper guarantees true-to-life image quality. To highlight this benefit, a standee was customised to give the impression that someone actually walked through a gigantic piece of paper and caused it to tear. Several of these standees were then placed at strategic locations to demostrate to passers-by that's real t their eyes is actually a reproduction using HP Advanced Photo Paper.
Client: Hewlett-Packard
Agency: Publicis, Malaysia
Executive Creative Director: Andy Soong,
Lisa Ng
Art Director: Chong Khong Lum,
Hong Xiao Yeen,
Ooi Toe Lee
Copywriter: Teh Le Vin,
Lisa Ng,
Andy Soong
Photographer: Chee Wai
HP Advanced Photo Paper guarantees true-to-life image quality. To highlight this benefit, a standee was customised to give the impression that someone actually walked through a gigantic piece of paper and caused it to tear. Several of these standees were then placed at strategic locations to demostrate to passers-by that's real t their eyes is actually a reproduction using HP Advanced Photo Paper.
Client: Hewlett-Packard
Agency: Publicis, Malaysia
Executive Creative Director: Andy Soong,
Lisa Ng
Art Director: Chong Khong Lum,
Hong Xiao Yeen,
Ooi Toe Lee
Copywriter: Teh Le Vin,
Lisa Ng,
Andy Soong
Photographer: Chee Wai
Advertiser/Client: SAMSUNG TESCO
Product/Service: HOMEPLUS SUPERMARKET
Advertising Agency, City: CHEIL WORLDWIDE, Seoul
Country: KOREA
Advertising Agency, City: CHEIL WORLDWIDE, Seoul
Country: KOREA
Executive Creative Director: Ina Choi
Creative Director: Yooshin Lee
Copywriter: Jungho Hwang / Sua Lee
Art Director: Kangwook Lee / Chaehoon Lee / Yooho Lee / Sanghun Yoo
Illustrator: Bom Communication
Advertising Agency: Leo Burnett, Colombia
Creative Directors: Rodrigo Dávila, Carlos Murad, Otavio Shiavon
Art Directors: Andrés Moncayo, Carolina Santamaría, Pablo Acosta
Copywriter: Luis Fernando Velasco
Category: Ambient
Title:
BREAK THROUGH
Advertiser/Client: MBC ACTION BRAND
Product/Service: MBC ACTION
Advertising Agency, City: MEMAC OGILVY & MATHER, Dubai
Country: UNITED ARAB EMIRATES
Advertising Agency, City: MEMAC OGILVY & MATHER, Dubai
Country: UNITED ARAB EMIRATES
Executive Creative Director: Till Hohmann
Copywriter: Charles Harris
Art Director: Ramzi Moutran
Producer: Sukesh Babu
Account Supervisor: Firat Aktas
Other Credits: Leonardo Borges
Description / Synopsis
Reposition the brand and change negative perceptions and declining enrollment of Kaiser Permanente non-members
Objectives
Reposition the brand
Increase enrollment
Unify messaging among internal departments of company to align to brand essence
Philosophy/Solution
Insight from research indicated that consumers are suspicious and cynical about their health and managed care. By connecting with consumers on an emotional level we needed to reinvent the language, champion a cause and redefine the system.
We positioned Kaiser as a “health advocate,” putting the patient first empowering them to live a happier, healthier life – in other words “To Thrive”.
The integrated campaign, from broccoli tags in grocery stores to TV spots, all embraced the “health advocate” strategic platform and talked to people in a completely new way about their health.
Results
Consideration to join has increased significantly since the campaign was launched.
Image attributes increased dramatically.
The “Thrive” positioning galvanized the entire organization.
Title: "Dip"
Agency: Campbell-Ewald
City: Warren
Advertiser: Kaiser Permanente
Brand Name: Kaiser Permanente
Country: United States
Tagline: thrive
Description / Synopsis
Reposition the brand and change negative perceptions and declining enrollment of Kaiser Permanente non-members
Objectives
Reposition the brand
Increase enrollment
Unify messaging among internal departments of company to align to brand essence
Philosophy/Solution
Insight from research indicated that consumers are suspicious and cynical about their health and managed care. By connecting with consumers on an emotional level we needed to reinvent the language, champion a cause and redefine the system.
We positioned Kaiser as a “health advocate,” putting the patient first empowering them to live a happier, healthier life – in other words “To Thrive”.
The integrated campaign, from broccoli tags in grocery stores to TV spots, all embraced the “health advocate” strategic platform and talked to people in a completely new way about their health.
Results
Consideration to join has increased significantly since the campaign was launched.
Image attributes increased dramatically.
The “Thrive” positioning galvanized the entire organization.
Title: "Jump Rope"
Agency: Campbell-Ewald
City: Warren
Advertiser: Kaiser Permanente
Brand Name: Kaiser Permanente
Country: United States
Tagline: thrive
Description / Synopsis
Reposition the brand and change negative perceptions and declining enrollment of Kaiser Permanente non-members
Objectives
Reposition the brand
Increase enrollment
Unify messaging among internal departments of company to align to brand essence
Philosophy/Solution
Insight from research indicated that consumers are suspicious and cynical about their health and managed care. By connecting with consumers on an emotional level we needed to reinvent the language, champion a cause and redefine the system.
We positioned Kaiser as a “health advocate,” putting the patient first empowering them to live a happier, healthier life – in other words “To Thrive”.
The integrated campaign, from broccoli tags in grocery stores to TV spots, all embraced the “health advocate” strategic platform and talked to people in a completely new way about their health.
Results
Consideration to join has increased significantly since the campaign was launched.
Image attributes increased dramatically.
The “Thrive” positioning galvanized the entire organization.
Title: "Yoga"
Agency: Campbell-Ewald
City: Warren
Advertiser: Kaiser Permanente
Brand Name: Kaiser Permanente
Country: United States
Tagline: thrive
Agency: Energy BBDO, Chicago
Executive Creative Director: Marty Orzio
CD/Art Director: Frank Dattalo
CD/Copywriter: Mike Roe
Artist: Karen Tisel
Photographer: Christian Petersen-Clausen
Producer: Liz Miller-Gershfeld
Agency: Energy BBDO, Chicago
Executive Creative Director: Marty Orzio
CD/Art Director: Frank Dattalo
CD/Copywriter: Mike Roe
Artist: Karen Tisel
Photographer: Christian Petersen-Clausen
Producer: Liz Miller-Gershfeld
Agency: Energy BBDO, Chicago
Executive Creative Director: Marty Orzio
CD/Art Director: Frank Dattalo
CD/Copywriter: Mike Roe
Artist: Karen Tisel
Photographer: Christian Petersen-Clausen
Producer: Liz Miller-Gershfeld
Type Of Entry: AMBIENT
Category: Ambient: Small Scale Special Solutions
Title: SUPERMAN ELEVATOR
Advertiser/Client: WARNER BROS.
Product/Service: SUPERMAN MOVIE
Advertising Agency, City: JWT BRASIL, Sao Paulo
Country: BRAZIL
Advertising Agency, City: JWT BRASIL, Sao Paulo
Country: BRAZIL
Creative Director: Ricardo Chester/Roberto Fernandez
Copywriter: Thiago Carvalho
Art Director: Silvio Medeiros
Photographer: Andre Faccioli
Account Supervisor: Luciana Rodrigues
Advertiser's Supervisor: Felipe Zorzi
Type Of Entry: PRODUCT & SERVICE
Category: Commercial Public Services
Title:
SAVE
Advertiser/Client: ESKOM
Product/Service: ELECTRICITY SUPPLIER
Advertising Agency, City: OGILVY SOUTH AFRICA, Cape Town
Country: SOUTH AFRICA
Advertising Agency, City: OGILVY SOUTH AFRICA, Cape Town
Country: SOUTH AFRICA
Executive Creative Director: Mark Fisher
Copywriter: Gordon ray
Art Director: Paul Sanders
Photographer: Rory Carter
Agency Scholz & Friends Berlin GmbH
Advertiser: Jobsintown.de
Brand Name: Jobsintown.de
Product Name: Recruitment Website
Business Sector: Online Recruitment Services
Market: Germany
Country of Production Germany
Type Outdoor / Out of Home
Ambient: Special Build
Creative Director Matthias Spaetgens, Jan Leube
Art Director David Fischer
Copywriter Axel Tischer
Agency Producer Soeren Gessat
Account Manager Katrin Ploska
Photographer Hans Starck
Graphic Artist Inga Schulze, Sara dos Santos Vieira
Artist Sara dos Santos Vieira, Inga Schulze
Advertising Manager Katrin Seegers
Communication Goals
Create awareness for the funeral services of “Bergemann & Sohn“ in Berlin.
Media Strategy
We placed the posters in the underground stations of the German capital Berlin, directly behind the underground tracks.
Creative Executions
To realise a campaign with a strong suspense effect, which faces a topic everyone has to deal with in a way never seen before
Media Effort
The posters for this local company were placed in highly frequented underground stations of the German capital Berlin. So they were recognized by thousands of passers by on their daily way to work.
Value For Money
Many press reports and high increases in traffic on the website of www.billiger-bestatten.de enhanced the publicity of the client by a hundredfold.
Advertising Agency: Sukle Advertising & Design, Denver, USA
Creative Director: Mike Sukle
Art Directors: Andy Dutlinger, Jeff Euteneuer
Copywriter: Jim Glynn
Agency Scholz & Friends Berlin GmbH
Advertiser: Jobsintown.de
Brand Name: Jobsintown.de
Product Name: Recruitment Website
Business Sector: Online Recruitment Services
Market: Germany
Country of Production Germany
Type Outdoor / Out of Home
Ambient: Special Build
Creative Director Matthias Spaetgens, Jan Leube
Art Director David Fischer
Copywriter Axel Tischer
Agency Producer Soeren Gessat
Account Manager Katrin Ploska
Photographer Hans Starck
Graphic Artist Inga Schulze, Sara dos Santos Vieira
Artist Sara dos Santos Vieira, Inga Schulze
Advertising Manager Katrin Seegers
Agency Scholz & Friends Berlin GmbH
Advertiser: Jobsintown.de
Brand Name: Jobsintown.de
Product Name: Recruitment Website
Business Sector: Online Recruitment Services
Market: Germany
Country of Production Germany
Type Outdoor / Out of Home
Ambient: Special Build
Creative Director Matthias Spaetgens, Jan Leube
Art Director David Fischer
Copywriter Axel Tischer
Agency Producer Soeren Gessat
Account Manager Katrin Ploska
Photographer Hans Starck
Graphic Artist Inga Schulze, Sara dos Santos Vieira
Artist Sara dos Santos Vieira, Inga Schulze
Advertising Manager Katrin Seegers
Title "Kahn"
Agency TBWA\Germany
City Berlin
Advertiser adidas
Brand Name adidas
Product Name Adidas Football
Business Sector Corporate Communication
Campaign Name adidas +10
Date of First Publication 2006
Market Germany
Country of Production Germany
Type Case Study
Awards CLIO Awards, 2007 (Silver) for Apparel/Fashion
The One Show, 2007 (Silver) for Innovative Use of Media - Outdoor: Single
The New York Festivals International Advertising Awards in All Media, 2007 (Silver World Medal) for Billboard
