Volkswagen Original Parts: The Original Click

Idea:
For each successful video on YouTube there is poorly made imitations. There are hundreds of bad imitations and video clip remakes. Some of these copies had millions of views. And we saw an opportunity behind all this: promoting Volkswagen original auto parts.

Strategy:
We looked for some copies of these videos with a considerable amount of views on YouTube and we placed banners promoting our product in them. When users clicked on the banner, they had a surprise: they were redirected from the copy to the original video and thus we managed to promote our product without taking anyone to visit a corporate site.

Results:
For each US$100 spent, we had almost 125,000 views and approximately 500 clicks.

Advertising Agency: AlmapBBDO, Sao Paulo, Brazil
General Creative Director: Marcello Serpa
Creative Director: Luiz Sanches
Co-Creative Director Online: Luciana Haguiara, Sandro Rosa
Art Director: Sandro Rosa, Raul Arantes, Victor Britto
Copywriter: Andre Almeida; Luciana Haguiara
Technology Director: Fernando Boniotti
Project Manager: Ana Carolina Cintra
Media: Mauricio Val Cruz, Larissa Sanches
Planning: Chris Bock, Sabrina Lima Peralta e Karina Kanashiro
Approval: Herlander Zola, Carla Costa

Land Rover: Amazon Tale, Western Tale, Artic Tale

Advertising Agency: Young & Rubicam, Bogota, Colombia
Chief Creative Director: Mauricio Rocha, Brian Fraser
Executive Creative Director: Tito Chamorro, Victor Osorio, Julián Jaramillo
Creative Directors: Jorge Millán, Diego Suárez
Art Director: Sergio Lizarazo, Lee Aldridge
Copywriter: Luis Miguel Herrera
Account Manager: Nick Elliott
Production: Anthony Borkett

L’Officiel III: Blurred Eyes

“It’s easy to make your make-up ruin. The hard part is putting it on.”

Advertising Agency: Publicis, São Paulo, Brazil
Creative Director: Hugo Rodrigues, Kevin Zung
Copywriter: Guilherme Nesti
Art Director: Eduardo Pastor
Illustrator: Leo Dolfini
Typographer: Leo Dolfini
Art Buyer: Selma Momosse
Production: Rita Villarim, Thiago Loureiro, Emerson Russo , Burti HD

Kia Motors: Rear View Camera Race

Advertising Agency: Ogilvy, Bogota, Colombia
VP Creative: John Raúl Forero
Head of art: Juan Pablo Álvarez
Creative directors: Iván Rivera, Camilo Ruano
Copywriter: Iván Rivera, Iván Mejia
Art director: Camilo Ruano, Juan José Posada, Maria Fernanda Henao, Mario Virgüez
Agency producer: Patricia Mendez, Gala Vence, Angela Murcia
Account Director: Fabio Quiroga
Producer Company: Rhayuela
Post-production Company: Oruga.
Sound design: Real Music
Editor: David Studio

Horia Motoi: Repetition

Horia Motoi is– a Romanian non-profit organization – decided to speak not only about the autistic children, but also about their parents. Repetition is the main learning tool used for helping autistic children to overcome their impaired social interaction and communication. The burden of doing the repetition lay with parents. Consequently, we asked some of the most important media channels to repeat part of their standard message – stating, at the end, that the parents of an autistic children repeat thousands of times a single word until the child can understand it. The next day, the social network carried out the message: Facebook, bloggers, news feeds. The following days more and more unconventional spokespersons joined the cause.

Advertising Agency: Saatchi & Saatchi, Bucharest, Romania
Creative Director: Johan Ohlson
Art Director: Bogdan Vintila, Vlad Giogu, Laura Iane
Copywriter: Marius Tianu, Andrei Nica, Loredana Barla

Arno: Clogged Arteries

“Your heart has enough reasons to suffer.
Arno Actifry – Fried food with less cholesterol”

Advertising Agency: Publicis, Sao Paulo, Brazil
Creative Director: Hugo Rodrigues, Leo Macias
Art Director: Eduardo Pastor
Copywriter: Guilherme Nesti
Illustrator: Big Studios, Boreal Tratamento de Imagem
Photographer: Pedro Dimitrow
Artbuyer: Selma Momosse
Production: Rita Villarim, Thiago Loureiro, Emerson Russo, Burti HD

Biopark: Broccoli, Carrots, Tomatoes

“Not all veggies are clean veggies. Buy bio from Biopark.”

Advertising Agency: Jandl, Bratislava, Slovakia
Creative Director: Pavel Fuksa
Art Director: Matus Nemcik
Copywriter: Adam Rovny
Illustrator: Noper

MTV: Guitar man

 

 

Advertising Agency: Loducca, Sao Paulo, Brazil
General Creative Director: Guga Ketzer
Creative Director: André Faria, Cassio Moron
Art Director: Gregory Kickow, Marcelo Rosa, Alexandre Amaral, Patrick Matzenbacher
Copywriter: Gregory Kickow, Marcelo Rosa, Alexandre Amaral, Patrick Matzenbacher
Executive Creative Producer: Ana Luisa Andre
Producer: Karina Vadasz
Production: ParanoidBR
Director: Dulcidio Caldeira
Photography: Ted Abel
Executive Producer: Egisto Betti
Post SFX: Sindicato VFX
Music: A9 Áudio

Galderma Benzac: Party, Pool, Viewpoint

“Anti acne cleansing cream.”

Advertising Agency: Ogilvy & Mather, Bogota, Colombia
Chief Creative Officer: John Raúl Forero
Head of Art: Juan Pablo Alvarez
Creative Directors: Mauricio Guerrero, Diego Cárdenas
Copywriter: Julián Gutiérrez
Art Directors: Diego Cárdenas, Daniel Mora, Andrés López, Jhon Chacón
Illustrator: Daniel Mora, Diego Cárdenas
Account Director: Fabio Quiroga

Kaku Icecream: Cow

“Kaku Icecream. Puremilk Icecream.”

Advertising Agency: Brand 8, Beijing, China
Creative Director: Li Gang
Art Director: Gang Zong
Copywriter: Teresa Wan

Oral-B Stages: Babies

 

“Oral-B Stages. For you to brush your baby’s teeth.”

Advertising Agency: Publicis, Sao Paulo, Brazil
Chief Creative Officer: Hugo Rodrigues
Creative Director: Leo Macias
Art Director: Antonio Correa
Copywriter: Luis Felipe Figueiredo
Photographer: Marcos Lopez
Retouch: Arizona

HKAAC Pet Adoption Service: Dog, Cat, Puppy

“Adopt a pet. The stories will follow.”

Advertising Agency: Leo Burnett, Hong Kong
Executive Creative Director: Connie Lo
Creative Directors: Miranda Shing, Adrian Lam
Art Director: Bun Lam
Copywriter: Fanny Lau
Creative Director / Copywriter: Wen Louie
Photographers: Patrick Yick, Ho Siu Hak
Retoucher: Henry Chan