Ariel - Stain Waiting to Happen

Copy: "There's always a stain waiting to happen."
(Siempre hay una mancha al acecho)

Agency: Saatchi & Saatchi, Tel Aviv, Israel
Chief Creative Officer: Yoram Levi
Creative Director: Eran Nir
Art Director: Noam Laist
Copywriter: Aia Bechor
Producer: Odelia Nachmias
VP Planning: David Kosmin
Senior Planner: Guy Gordon
Animation Studio: Geronimo
Photographer: Yoram Aschheim
Photoshop: Eyal Orlee

Ikea - Assembly Service

Copy: "Next time: Assembly Service."
(La próxima vez: Servicio de Ensamblaje)

Shit (Mierda)

Help (Ayuda)

Agency: Grabarz & Partner, Hamburg, Germany
Executive Creative Director: Ralf Heuel
Creative Directors: Dirk Siebenhaar & Tom Hauser
Art Director: Oliver Brkitsch
Copywriter: Heiko Notter
Art Buyer: Indra Hohns
Photographer: Patrice Lange

Tide - Checkmarks

Agency: Saatchi & Saatchi New York NY, USA
Creative Directors: Maru Kopelowicz, Michael Vaughan & Neil Levin
Art Director: Michael Vaughan
Copywriter: Neil Levin
Photographer: Mark Weiss

Published: January 2010

Omo Detergent - Dirt Is Good

Copy: "Omo. Dirt is good."
(Omo. Ensuciarse es bueno)

Agency: Neogama BBH, São Paulo, Brazil
Chief Creative Officer: Alexandre Gama
Creative Directors: Márcio Ribas & Wilson Mateos
Art Director: Fabio Astolpho
Copywriter: Eduardo Andrietta
Photographer: Eduardo Rodrigues
Illustrator: Iran Alves da Silva

IKEA - Augmented Reality

School: Nanyang Academy of Fine Arts, Singapore
Creatives: Gian Jonathan & Wai Wa

Arraze - Game Over

Agency: Babel, Sao Paulo, Brazil
Creative Director: Ricardo Chester
Art Directors: Solon Giovanni & Pedro Henrique Fernandes
Copywriter: Pedro Cavalcanti
Photographer: Geison Genga

Published: March 2009

Tide - Mixed Colours

Copy: "Don’t let your colours mix."
(No permitas que tus colores se mezclen)

Agency: Vitruvio Leo Burnett, Madrid, Spain
Executive Creative Director: Rafa Anton
Creative Director/Copywriter: Francisco Cassis
Art Director: Sergio Lobo

King's Stella Air Freshner - Flower Power

Copy: "Flower Power."
(El poder de las flores)

Agency: McCann, Thailand
Creative Director: Theerapol Koomsorn
Copywriter: Sorn Manawanitcharoen
Art Director: Akaroj Vorabunpott
Photographer: Chubcheevit
Studio: Chubcheevit

Masterlock - Puzzle

Agency: FoxP2, Cape Town, South Africa
Creative Directors: Andrew Whitehouse & Justin Gomes
Art Director: Reijer Van Der Vlugt
Copywriter: Justin Osburn
Art Buyer: Shannon Delaporte

Scotch Brite - The Lint Bus Station

In order to publicize the new Scoth Brite Lint Roller, the agency created an ambient solution, replacing the ordinary fluorescent lamps in bus stop shelters with blacklight lamps. This way, in the dark, the blacklight created an unusual environment where dirt such as fluff, dust, lint and animal hair became visible on people’s clothes. The big product shot in the foreground reminded bystanders that there’s a simple and effective solution.

(Con la intención de publicitar el nuevo quitapelusas de Scotch Brite, la agencia creó una solución ambiente, reemplazar las luces fluorescentes comunes de las marquesinas de autobús por lámparas ultravioleta. De este modo, en la oscuridad, la luz ultravioleta da lugar a un entorno poco usual en el que elementos como pelusas, polvo o pelo de animal se convierten en algo visible en la ropa de las personas. La gran imagen del producto en primer plano recuerda a los transeúntes que existe una solución efectiva y sencilla)

Agency: Grey G2/Group, Düsseldorf, Germany
Chief Creative Officer: Per Pedersen
Art Director: Alexander Hermann
Copywriter: Sascha Dreschinski
Photographer: Eric Remann
Production: Peter Engel & Mathias Renner

Published: April 2010

Alukim Foil - Salmon

Copy: "Keep it fresh."
(Mantenlo fresco)

Agency: JWT, Mexico
Chief Creative Officer: Manuel Techera
Executive Creative Director: Enrique Codesido
Creative Director/Copywriter: Federico Macko
Art Director: Esteban Sacco
Photographer: David Franco

Supor - Non-Stick Pans Skating

In order to build awareness for Supor’s premium range of non-stick pans, the agency prepared a spectacular event to be held outside shopping malls in Shanghai China using a half-pipe disguissed as a giant wok and in-line skaters dressed as prawns, pork, eggs, carrots and fish. Bystanders where offered this way an on-site "demonstration" of the product benefits as the skaters flew up and down.

(Con la intención de crear reconocimiento de marca para la gama premium de sartenes antiadherentes de Supor, la agencia preparó un espectacular evento para ser llevado a cabo en el exterior de varios centros comerciales de Shanghai usando un half-pipe camuflado como un wok gigante y skaters con patines en linea disfrazados de gambas, cerdos, huevos, zanahorias y pescado.
De este modo se pudo ofrecer a los espectadores una "demonstración" in-situ de los beneficios del producto mientras los skaters volaban sobre el borde del wok)

Agency: Leo Burnett, Shanghai, China
Executive Creative Directors: Gordon Hughes & Amanda Yang
Creative Director: Forest Young
Copywriters: Donna Dong
Illustrator: Dicky Lui
Typographer: Lin Wei-jin
Designers: Sean Qu & Lin Wei-jin
Photographers: Eric Dang & Nicholas Siau

Dixan Gel - Predators

Copy: "Stronger than ink/oil/ketchup. Dixan Gel."
(Dixan Gel. Más fuerte que la tinta/el aceite/el ketchup)

Agency: DDB, Milan, Italy
Creative Directors: Luca Albanese & Francesco Taddeucci
Art Director: Armando Viale
Copywriter: Valerio Le Moli
Art Buyer: Michela Braganti
Photography/Postproduction: Claudio Luparelli & Michele Gastl (Artout Creative Group)

Esemmat Bug Killer Spray - Hairspray

Copy: "Even the sound of it horrifies."
(Hasta su sonido les horroriza)

Agency: TBWA\Istanbul, Turkey
Executive Creative Director: Ilkay Gurpinar
Creative Director: Volkan Karakasoglu
Creative Team: Tolga Ulkumen & Umut Kisa
Illustrator: Tolga Ulkumen
Typographer: Umut Kisa

Published: April 2010

Ariel Pro-zim 2 - Stain By Numbers

In order to promote the new Ariel Pro-zim 2, the agency created a unique campaign where the users were challenged to stain a piece of cloth with things such as coffee, ink or ketchup via the paint by numbers method just to throw it in the wash machine afterwards with the product to experience the results by themselves.
(Con la intencion de promocionar el nuevo Ariel Pro-zim 2, la agencia creo una campanha unica donde se retaba a los usuarios a manchar una tela mediante el metodo de pintar por numeros con cosas como cafe, tinta o ketchup para echarla a lavar despues con el producto y comprobar el resultado en persona)

Agency: Saatchi & Saatchi, Dubai, UAE
Creative Director: Maru Kopelowicz, Sion Scott-Wilson
Copywriter: Bianca de Silva, Neil Harrison
Art Director: Christopher Jones, Anjum Shaikh, Masa Al-Kutoubi
Production Company: Power Print, Acacia Projects
Photographer: Dave Kennedy
Additional credits: Jihad Hamza, Hamid Naqvi, Heidi Afifi

Ariel - Unfashionable Stain

Agency: Saatchi & Saatchi, Dubai, UAE
Regional Executive Creative Director: Sion Scott-Wilson
Chief Creative Officer: Maru Kopelowicz
Art Director: Christopher Jones
Copywriter: Bianca De Silva
Producers: Leah Gacal & Jihad Hamza
Photographer: Tejal Patni

Desinfex - Bomberman/Duel

Copy: "Desinfex kills 99.9% of germs."
(Desinfex mata al 99.9% de los gérmenes)

Agency: Ade Bogotá, Colombia
Creative President: Nacho Martinez
Creative Directors: Giovanny Saavedra Millan & Checho Sarabia Ascanio
Art Directors: Pedro Cardenas & Dina Luz Garzon
Copywriter: Francisco Gonzalez
Illustrator: Zero Fractal
Producer Agency: Sharys Franky

Published: March 2010

Magistral - Snowman

Copy: "Now you can wash up in cold water."
(Ahora puedes lavar los platos con agua fría)

Agency: Grey, Buenos Aires, Argentina
Executive Creative Directors: Pablo Gil & Sebastián Garín
Creative Director: Daniel Fierro
Art Directors: Matías Aguilú, Tomy Duhalde & Lisandro Cardozo
Copywriters: Hernán Kritzer & Rodrigo Greco
Director: Andrés Salmoyragui
Agency Producers: Topo Barrios & Negro Ibañez

Published: February 2010

Orkin Pest Control - Nowhere to Hide

Copy: "Pests have nowhere to hide. Orkin."
(Las plagas no tienen donde esconderse. Orkin)

Agency: Rethink Communication, Vancouver, Canada
Creative Directors: Ian Grais & Chris Staples
Art Director: Natee Likitsuwankool
Copywriter: Simon Bruyn
Agency producer: Jim Leith
Studio Artist: Justin Renvoize
Photographer: Paul Lang (The Orange Apple Creative Imagery)
Retouching/Illustration: The Orange Apple Creative Imagery

Stroy Master - Superman

Copy: "Stroy Master. Soundproof windows."
(Stroy Master. Ventanas a prueba de ruidos)

Agency: BBDO, Moscow, Russia
Creative Director: Coliban Mihai
Art Director: Ganin Pavel
Copywriter: Ponomarev Maxim
Illustrator: Kostenko Maxim

Published: April 2010