Guerrillaism©

Guerrilla: P&G (Pantene)

Bakhtier — Wed, 13 May 2009 00:24:48 +0000

Following guerrilla type marketing/advertising is from P&G Malaysia. I like the concept, but for me it seems that the association between strong hair and string is a bit off the topic. But I don’t know the culture of the Malaysian people, so maybe there it is a good example. Considering that this campaign was mainly for PR activities, it is pity that PR people send their releases through traditional mails, when you have Internet and emails.

I will cut the story short and present you with the brief and the solution by the Grey, Malaysia.

Brief

To reinforce Pantene’s strong hair equity and create a buzz for the brand

The solution

Media establishments received a variety of information on Pantene’s latest products and most recent events in a branded envelop. The string that seals the envelop appears to be coming from the woman’s hair on the flap. To seal or unseal it means putting pressure on the string effectively dramatizing strong hair.

The credits of this creative take:

Advertising Agency: Grey Kuala Lumpur, Malaysia
Executive Creative Director: David Sin
Creative Director: Supat Wattanakuljarus
Associate Creative Director: Kanny Chan
Art Director: Lee Wee Ping
Copywriter: Angelica Tijam
Retoucher: Lee Kah Men, Studio Rom

And the example of the creative is:(...)
Read the rest of Guerrilla: P&G (Pantene) (0 words)

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Post tags: Envelop, Grey, Malaysia, P&G, Pantene

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Print: Michou y Mau Foundation (Burnt Child)

Bakhtier — Mon, 11 May 2009 00:41:03 +0000

Great example of the social advertising. First time I saw it I was really touched. I usually don’t pay attention to the labels and tag lines, but when I read them. It was great. Good touch point and very persuasive. This social print was done in Mexico and I guess it is very crucial issue there. I guess they need to electric gases and use lights instead of matches.

So the tag line:

72,000 children were seriously burnt in Mexico last year. Don’t leave matches around children

By the way target are parents who have a child or children under the age of 7-10. If you noticed they used the numbers in the tag line, which is a very persuasive for consumers.

The guys who did this are:

Advertising Agency: Young And Rubicam, Mexico
Creative Directors: Carl Jones, Adrian Brizuela, Ramiro Plascencia
Art Directors: Arlette Farah, Mario Aguilar, Carl Jones
Photographer: Paolo Gori
Copywriter: Lilianzur Fuentes
Agency Producer: Ivonne Cortes

The actual prints are:(...)
Read the rest of Print: Michou y Mau Foundation (Burnt Child) (0 words)

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Post tags: Burnt Child, mexico, Michou y Mau Foundation, Social, Young and Rubicam

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Print: Sundown Solar Protection (Sun affect Sob o Sol)

Bakhtier — Mon, 11 May 2009 00:17:21 +0000

Have you every wondered how cool the-21st-century ad will look like? Then this advertising DDB Brazil the right example. The print has guerrilla affect and it is great insert. The target market are women who love sun, but also care about their skin and women who enjoy Brazilian beaches. I like the concept, but…. It requires the light exposure, which is extra activity for consumer and very doubtful because today’s consumer is fast moving.

Read the brief and make your own judgments.

Sundown Solar Protection: an ad that reacts under the sun just as your skin would. Magazine insert that invites the reader to discover an image that shows who uses and who doesn’t use Sundown. When exposing the insert to the light (UVB rays), the man, that apparently doesn’t use the product, becomes very red, while the woman, with Sundown in her purse and on her body, maintains a sun tan. The redness ceases once the image is taken away from the light.

The credits go to:

Agency: DDB Brazil
Title of Ad: Sob o Sol
Client: Sundown Protetor Solar
Date of 1st Appearance: February 11th
Creative Director: Rodrigo Almeida, Renata Florio, Júlio Andery, Rodolfo Sampaio, Sérgio Valente
Copywriter: Geraldo Gonçalves
Art Director: Markus Correa
Photographer: Rodrigo Ribeiro; Sérgio Prado
Account Supervisor: Gabriela Guzzardi, Michelle Martins e Ricardo Zanella
Account Director: André Silveira
Advertiser’s Supervisor: Duda Kertesz e Marcelo Scatolini

(...)
Read the rest of Print: Sundown Solar Protection (Sun affect Sob o Sol) (5 words)

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Post tags: Brazil, DDB, Sob o Sol, Sundown Solar Protection

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Print: Derma Master (Pimple)

Bakhtier — Sun, 10 May 2009 23:37:12 +0000

Continuing the yesterdays optical elaboration concept, today I found very interesting adverts for dermatology centre. However, now elaboration is with feelings consumers have when they have pimple. It is very strange feeling that one tiny pimple stands out from all of your face. The target market are clear from prints young men and women at ages of 18-30. However, the tag line is not that strong enough, I guess copywriter should have worked a bit harder, but I don’t know because I haven’t seen the brief. The tag line:

We know what a pimple can do to you.

And credits for this creative go to:

Advertising Agency: DDB Brazil
Creative Directors: Sergio Valente, Rodrigo Almeida, Renata Florio, Julio Andery, Rodolfo Sampaio
Copywriter: Renata Florio
Art Directors: Alexandre Magre, Daniel Lemos
Photographer: Manolo Moran
Illustrator: 24/7
Art Buyer: Carolina Galastri
Account Supervisor: Maristela P. Correa
Advertiser’s Supervisor: Meire Gonzaga
Producer: Nereu Marinho

The prints are:(...)
Read the rest of Print: Derma Master (Pimple) (8 words)

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Post tags: Brazil, DDB, Derma Master, Pimple

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Print: Magistral Dishwasher

Bakhtier — Sat, 09 May 2009 23:37:37 +0000

Very good prints from Magistral and Grey. From the prints it is clear that target markets are women (all ages) and men (usually singles 25-35). Very good elaboration with invisible glasses, small picture of the product and funny faces of the models. It took me a minute to understand the meaning of the print, after seeing the product and thinking about those funny faces, I realized that they are invisible glasses.

The tag line was:

Beautifully clean glasses. Magistral Dishwasher

Great work by Grey. So credits go to:

Advertising Agency: Grey, Argentina
Executive Creative Directors: Pablo Gil, Sebastian Garin
Creative Directors: Diego Rubio, Coco Olivera
Copywriter: Federico Ientilezza
Art Director: Federico Fernández
Photographer: John Parker
Retauchers: Clive Biley, Pablo Romanos

The actual prints are:(...)
Read the rest of Print: Magistral Dishwasher (7 words)

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Post tags: Grey, invisible glasses, Magistral Dishwasher

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Back to real life and work.

Bakhtier — Sat, 09 May 2009 16:11:50 +0000

It has been long since I have posted my plans for this blog. I have successfully finished some of them.

I found great theme for the blog, what you are now enjoying. It has great UI and easy to navigate. It is built on the colours that I think truly represents the nature of the blog. So that means I have set colours of the blog to: RED, BLACK (a bit of GREY), WHITE.
I am working on the categories and modifying some old posts, that they will have better functionality. I have added some great plug-ins, such as for socializing, commenting, photo viewing and others.
Updates, this is the most difficult part of the blogging for me. I like writing and I will keep updating the blog with my own thoughts every week.

So, let me mark the 9th of May “the day of return”.

Keep reading the blog and don’t forget to leave your comments.

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Some changes to the blog

Bakhtier — Sun, 26 Apr 2009 13:43:20 +0000

I had few problems in recent days with my Sony Vaio laptop. This wasn’t the best experience i had with Sony customer service. Besides, I was working on my major project at the university. Those are the reasons why I couldn’t update the blog. But now I have MacBook and this was the great inspiration for me to make some changes to my life. And one of the changes will be in the blog. I want to make this blog as open as possible and share my views and ideas with others. So, following is the possible list of changes in the blog.

New categories. So far I have used some unclear categories for the blogging, which confused me in blogging and visitors in navigation. Instead of current categories, I will use following ones:
- Adman (everything related with advertising (inc. print, tv, outdoor and other tags));
- Guerrilla (all articles and examples of the guerrilla marketing, advertising)
- Analytics (the pros and cons of some activities in the MarCom)
- Criticism (my view point on the issues and topics)
- How-to or TIps (My tips and how-tos for many situations)
New design. Now I am looking for a new design template that is easy to navigate and has great UI. So far I found some good templates and I am testing them.
Frequency. The blog will be updated regularly three or four times a day. To create huge number of content. After the first level, I will start posting quality content that is worth of reading.

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Guerrilla: Million Dollar Catch

Bakhtier — Fri, 27 Mar 2009 21:44:17 +0000

This guerrilla advert is made by TV programme in New Zealand. One of the last winners I guess was a fishman, so they have very creative approach to show that you can catch your million fishing like he did. Very interesting, but the place those ads are located forces me to think that people there like swimming a lot or they have lots of swimming pools. What ever the reason, I guess there is one that explains the location decisions.

The tag line:

Million Dollar Catch: The Big Haul

The credits:

Advertising Agency: Colenso BBDO, Auckland, New Zealand
Executive Creative Director: Nick Worthington
Deputy Creative Director: Karl Fleet
Creative: Daniel Nelson
Creative: Alexander Bartleet
Producer: Rowena Caesar
Released: March 2009(...)
Read the rest of Guerrilla: Million Dollar Catch (0 words)

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Guerrilla Outdoor: UHU Glue

Bakhtier — Fri, 27 Mar 2009 21:26:35 +0000

This ad particularly shocked me. I like the concept but didn’t get the way how it works. Here what it says:

During the first days, this is just a yellow billboard. But as time passes, the message (shape of the tube), written with UHU GLUE, starts to appear.
Pollution, dust, papers and other urban elements that flow over our heads will stick to the glue and give shape to the image. At the same time, this billboard communicates the brand and shows the benefit of the product.

The question is how and where they will get the dust? If they can get some one to do this it will be great. But it is very expensive.

However, I have a solution it could be used in the highway, so it will appear in the consequences of the 1,2, 3,4 and drivers or people who see it will understand that it is UHU Glue. It evokes interest in consumer and they start carefully waiting for the next picture. Finally they will see the brand and could make decision afterwards.

The credits go to (If any left ):

Advertising School: Miami Ad School Europe
Art Director: Frederico Gasparian(...)
Read the rest of Guerrilla Outdoor: UHU Glue (0 words)

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Guerrilla: Faller

Bakhtier — Fri, 27 Mar 2009 21:19:03 +0000

I keep saying that guerrilla advertising is the best when you have a limited budget especially current days. So, Faller also had limited budget and ordered this creative. However, for me it is still unclear who are their target market. From the brief you can understand where they placed the ads, but are those people their customers?

The tag line:

We build a miniature world.

Credits:

Advertising Agency: McCann Erickson, Düsseldorf, Germany
Executive Creative Director: Armin Dorbert
Art Director: Simon Hattrup
Copywriter: Matthias Hardt
Released: October 2008(...)
Read the rest of Guerrilla: Faller (0 words)

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