SAGIA (Saudi Arabian General Investment Authority)|A Country In Motion

Country In Motion from Federico Costa on Vimeo.


Production  delapostparis.com
Director frankvroegop.com
Producer Pascal Chinarro.
Art Direction & Project Supervision Federico Costa. 
Flame Artist: Michael Bianchi

AXE | Hair Action

 AXE on Youtube.

CopyCat | An idea not so shiny| JWT (Morocco)

VIA
THE ORIGINAL? Evonik Chemicals – 05/2008 Claim : “who helps your teeth shine so white?” Source : Adsoftheworld Agency : KNSK Hamburg (Germany)	LESS ORIGINAL : Trident “long lasting whiteness” – 04/2009 Source : Cannes Archive Online Agency : JWT (Morocco

Sony| Company ethos | Make.Believe

Director Noam Murro throws everything into this epic 90-second cinema spot that takes us through the four worlds of Sony: electronics, music, film and games.

.

The initiative includes a 90 second heavy FX film running in cinemas nation-wide in the USA. The epic-style, humanistic film shows a boy taking a journey through four Sony worlds (electronics, music, film and games) by pushing buttons. The boy falls into a Sony electronics lab, lands in the movie 2012, must dodge racing cars in Sony Playstation’s MotorStorm Pacific Rift game, then ends up on stage with Sony’s new up-and-coming band Hey Monday. The boy represents childlike wonder and the belief in yourself that you can make imagination real. The film was directed by award-winning Director Noam Murro, whose body of work represents the epic nature that was achieved in the film. Animal Logic handled visual effects creation.

Advertising Agency: 180LA, USA
Executive Creative Director: William Gelner
Creative directors: Gavin Milner, Grant Holland
Executive Producer/Managing Partner: Peter Cline
Senior Producer: Tony Stearns
Account Director: Katrin Tenhaaf
Account Executive: Jacob Gentry
Copywriter for brand line “make.believe”: Lee Hemstock, Dario Nucci

Burger King|Have it your way

VIA

Personally i loved the hilarious playing on a typical stereotype and how to mess with “ Americans blonds” who would believe anything told...American gullibility.

Advertising Agency: Tonic Communications, Dubai

Creative Directors: Vincent Raffray, Khaled Gadallah
Post: Chimney Pot, Dubai
Production House: Zoe, Beruit
Director: Chadi Younes

آن الأوان |It is time for the early detection

Same cause different approach between Jordan (shy and conservative)  and Lebanon ( bold and effective)




The Lebanese execution

Jordan creative approach.

Cadbury’s Australia| It’s no Picnic | Consumer generated advertising[ engagement]

Cadbury’s Australia launched a campaign recently for it’s Picnic Bar.  Picnic chocolate bar is made of nuts, wafer, chocolate, rice crisps and caramel – quite a mouthful.  George Patterson Y&R, challenged its audience to eat a Picnic in the space of a :30 commercial break. People filmed themselves using mobile phones, webcams and handycams and then created their own TV ads using the website, It’s no Picnic.

The number of responses is usually linked to ease of participation, the equity of the brand and the fun aspect of the ‘act’ involved. This contest was made fun and easy by letting contestants choose one of 50 pre-recorded voice overs. Personalization was made possible by inserting your own name (they had a database of 1400 – in India one would have to a tad more than that!). Hence, the final product looks like a finished, professional TV commercial rather than an amateur home video. And importantly, the approved commercials were dispatched as and when they were created, with every ad airing once – creating a campaign of hundreds of individual spots.

Consumer creation of ads is not new. Doritos, Tide 2 Go and several others (Indica Xeta in India) have all done it. But the ease of creating and airing this campaign makes it appealing. Not to mention the excitement of consumers seeing themselves on national TV. A straight jacketed :30 spot will soon go out of fashion.