1. Volkswagen Beetle "bee guy/jumper/shuttle/volcano/lettuce
girl/bulls"
Many of these campaigns scored top awards at the 48th International
Festival at Cannes this year. This print campaign was no exception. It
reversed the stereotypes usually enforced by car advertising by taking
the bold step of relegating the product to the background. Featuring
momentous events such as a volcanic eruption or a space shuttle launch,
Arnold's campaign stresses that, in the midst of such important events,
the allure of the new Beetle cannot be overcome. The campaign, which is
based on consumer insight, takes a risk by using these distracting
pictures in the foreground, but the copy says it all: "Hey, there's a
silver one."
Country: USA
Agency: Arnold Worldwide
Copywriter: Dave Weist
Art director: Don Shelford
2. Diesel Daily African campaign
Winner of Cannes' Grand Prix this year, these 14 satirical executions
turn perceptions of the Third World on their heads by exploring what it
would be like if Africa, rather than North America and Europe, dominated
the world. Seeking to change opinions about the developing world, the
ads feature affluent Africans juxtaposed with cuttings from a fictitious
newspaper.
Country: Sweden
Agency: Paradiset DDB
Copywriter: Bjorn Rietz
Art director: Tove Langseth
3. Fundacao Sos Mata Atlantica "cutting trees/burning forest/swinging
axe/chainsaw/cigarette butt/my trunk"
This public awareness campaign for Rainforest Preservation continues
previous executions highlighting the foolishness of destroying forests.
It has won plaudits this year for its great concepts that translate so
well into engaging creative images. On top of its environmental message,
its aesthetic appeal also went down well at Cannes, where it won a gold
Lion.
Country: Brazil
Agency: F/Nazca Saatchi & Saatchi
Copywriters: Eduardo Lima, Victor Sant Anna
Art director: Sidney Arajo
4. Churches Of The Love Singapore Movement "God - End of the World/God -
Footprints/God - Nietzche/God - Self Made/God - Simon & Garfunkel/God -
Rules"
This fresh campaign was developed to show God as a more approachable
entity by positioning religion in an engaging and witty way. A hitherto
unseen approach of selling the concept of religion, the campaign has
received a lot of awareness, and has subsequently created a large stir
in the Singapore market.
Country: Singapore
Agency: Ogilvy & Mather
Copywriter: Eugene Cheong
Art director: Ng Pei Pei
5. Dyrup - print "newspaper II"
This ad for the paint specialist humorously answers the brief of coming
up with a creative way of launching a new drip-free ceiling paint. The
resulting simple, but effective, ad doesn't try to pretend Dyrup does
anything else other than make painting easier. A smart way to use the
medium too.
Country: Portugal
Agency: Young & Rubicam
Copywriter: Albano Homem Relo
Art director: Albano Homem Relo
6. GT Bicycles "fast:sex/fast: speeding ticket/fast:
crash/fast:elevator/leg shaving/g-force/dentist"
This eye-catching campaign gets across the core idea that in the modern
world, everything happens in a hurry. One cheeky execution reveals a man
and a woman in the back of a van. They have clearly just had sex, but
although the man looks satisfied, the woman seems puzzled at the speed
of the whole occasion. This original campaign gets across the key fact
that GT bikes are fast - but in a refreshingly different way.
Country: USA
Agency: Crispin Porter & Bogusky
Copywriter: Ari Merkin
Art directors: Markham Cronin, Alex Burnard
7. Banco Privado Portugues "Charles Dickens/Joe Louis/Everett
Dirksen/Gertrude Stein/Everett Dirksen"
This inspired campaign offers a marked departure from traditional bank
advertising. The independent Banco Privado Portugues uses this campaign
to talk about money in laymen's terms. Spurning traditional bank ads
that often rely on financial language, this arty campaign borrows the
works of famous authors such as Charles Dickens to portray the bank's
character and strategy in a language that everyone can understand.
Country: Portugal
Agency: BBDO Portugal
Copywriter: Pedro Bidarra
Art director: Jose Heitor
8. Nike "pointy stick/black"
This feisty campaign completely captures the spirit and attitude of the
Nike women range. One spot features a javelin-thrower in full swing and
the advice: "Never irritate a woman with a pointy metal rod in her
hand." The ads ran in conjunction with The Encyclopaedia of Addictions
and the No More Miss Nice Guy books that W&K Amsterdam has been
producing.
Country: Amsterdam
Agency: Wieden & Kennedy
Copywriter: Jessica Lehrer
Art directors: Mario Guay, Judith Francisco
9. Natan Jewellery "brunette-ugly-handsome/grizzly-ugly-handsome"
These two spots are entertaining and different from the over-elegant ads
designed to appeal to traditional jewellery customers. The ads feature
two men, who clearly hit a fair few branches of the ugly tree, holding
out a closed jewellery box. However, they transform into handsome
gentlemen in the eyes of the viewer once they have opened the jewellery
box containing a sparkling ring.
Country: Brazil
Agency: F/Nazca Saatchi & Saatchi
Copywriter: Eduardo Lima
Art director: Sidney Arajo
10. Pepsi-Cola "Pepsi Light-Man/Pepsi Light-Woman"
These ads, which feature a very slim man and woman in the livery of
Pepsi-Cola, won a gold Lion at Cannes this year and have been a hit
because of their highly rated visual concept and art direction. The
spots feature two individuals whose love of Pepsi-Light has complemented
their elongated, slim physique.
Country: Brazil
Agency: ALMAPBBDO
Photographer: Manolo Moran
Art director: Cesar Finamori
