We are Apple (Leading the Way.)

Low Fat copycat

THE ORIGINAL? 
Fibra Life Low Fat Thin Shake – 2005
Headline : Slim Faster
Agency : AG407 (Brazil)

LESS ORIGINAL
Trim Low Fat Milk – 2008
Tagline : Fat-Breaker
Agency : Leo Burnett Jeddah (Saudi Arabia

Making Mona Lisa copycat-sad

The copycat(er)
Big Mac - Mona Lisa - McDonald's Belgique









The 2nd copycat(er)
Neviot - Mona Lisa

The Original

Brunch Mona Lisa

music-master.com campaign

This week, music download website www.music-master.com. unveils the launch for new website


The campaign idea I am my music. I am music masterencourages consumers to explore their individual musical tastes. The focus of the campaign is on a series of ambient portraits of real people made up from QR codes. Within each of these portraits, live codes link to free downloads of the subject’s top twenty tracks. The user is encouraged to snap the codes with his smartphone and download the free tracks to his computer. The three executions appear in malls around the UAE.


The campaign is also supported in press, on radio and online.

“The idea behind this campaign is beautifully simple. People are defined by the music they listen to. We all have our own unique soundtracks to our histories, and in the case of the ambient posters, consumers are able to explore and download other people’s personal soundtracks for free. What appears to be purely functional technology comes to life to tell a story.

 A fresh and intelligent approach for this campaign is produced. It’s something that 16-27 year-olds can really get involved with. Given that the technological know-how and ability to understand this visual language is unique to this target, it has something of the feel of an exclusive club. Beyond the ambient and print, the online banners and radio bring the Music Master message to life in a direct way and tell an engaging story.




CAMPAIGN CREDITS:Project: Reveal phase announcing launch of www.music-master.com
Client: Music Master
Brief: To drive traffic to www.music-master.com and create buzz and talkability around the site.
Creative Agency: DDB Dubai
Senior Art Director: Diya Ajit
Senior Copywriter: Camilla McLean
Group Account Director: Edward Harris
Digital support: Navin Ashokan, Najeeb Puthuveettil, Naeem Hussain
Retouchers (Ambient/Press): Firstbase London
Photography (Ambient/Press): Paul Emous
Photography (Online): Natasha Carella
Sound Design (Radio): Reiner Erlings, Gayathri Krishnan

Marks & Spencer|Boobed

Marks and Spencer celebrated its 125th anniversary in 2009 with “Quality Worth Every Penny”, a marketing campaign showing how they have provided ‘quality worth every penny’ since 1884 and highlighting how their commitment to sustainability is undiminished despite the global recession. ‘Quality worth every penny’, applied to both fashion and food, asserted the retailer’s commitment to bringing the best quality to its customers and tied in with its origins as a penny bazaar, highlighted with special in-store ranges.

The most well known of the print/billboard advertisements, featured in Campaign’s Outdoor Hall of Fame sitethis month, was the work featuring Islington model Natalie Suliman, wearing a green silky D cup bra (with matching panties in print ads). As well as forming a campaign to promote the new range of quality silk underwear for M&S, the photograph was chosen by M&S for the ad apologising to the nation for charging £2 on bras above a DD cup. Online orders of the green underwear set featured in the ad soared by 163 per cent. The newspaper and billboard campaign helped to triple Marks and Spencer’s underwear sales over the following year.

Credits

The Worth Every Penny campaign was developed at RKCR/Y&R (Rainey Kelly Campbell Roalfe/Young & Rubicam), London, by creative team Paul Angus, Ted Heath, Mark Roalfe, art director Stuart Elkins, copywriter Graeme Cook, typographer Lee Aldridge and photographers Uli Weber and Patrice de Villers.

Mirror Eggs|by Joe La Pompe

THE ORIGINAL? Office of National Drug Control Policy – 2006 Source : YouTube Agency : Unknown (USA)	LESS ORIGINAL Lebanese Ministry of Interior against Drugs– 2011 Source : YouTube Author : Neshan Der Haroutounian (Lebanon)

What a nice catch|by Joe La Pomp

THE ORIGINAL
Colgate Dental Floss – 2006
Headline : “Absolutely flawless”
Source : Cannes Archive Online
Agency : Young & Rubicam Sao Paulo (Brazil)

LESS ORIGINAL
Doctor Kares Dental Clinic – 2010
Headline : “Hard to catch, easy to floss"
Source : Adsoftheworld 
Agency : Ogilvy & Mather New Delhi (India)

Food Landscapes

Carl Warner initially established himself as a successful still life photographer, and then began to branch out into other areas of photography in the advertising world, shooting people and landscapes for a wide variety of products and brands.


The “Foodscapes” are created in Carl’s London studio where they are built on top of a large purpose built triangular table top. The scenes are photographed in layers from foreground to background and sky as the process is very time consuming and so the food quickly wilts under the lights. Each element is then put together in post production to achieve the final image.
These images can take up to two or three days to build and photograph and then a couple of days retouching and fine tuning the images to blend all the elements together. Carl spends a lot of time planning each image before shooting in order to choose the best ingredients to replicate larger scale shapes and forms within nature, so he spends a lot of time staring at vegetables in supermarkets which makes him seem a little odd! However, he is careful to point out that finding the right shaped broccoli to use as a tree is an all important task.

Saab is Back

Saab is running a series of print advertisements in the Wall Street Journal, the first instalment in “The Story of Saab,” a multi-media, multi-faceted national advertising campaign, which will include online ads written by Saab fans. The Swedish manufacturer virtually disappeared in the United States market less than a year ago, as its parent company at the time tried to sell it. Led by its entrepreneur CEO, Victor Muller, Saab was purchased by Spyker Cars N.V. nearly a year ago. Saab is now once again regaining its place as an independent and viable automaker in the minds of potential consumers. The campaign will continue with a television commercial, premiered on the Saab Facebook site. Facebook followers will be asked to write ads for the company, one or more of which will be used in future online advertising.

“A Cold Day in Hell is an Average Day in Sweden. Go ahead. Tell is it can’t be done. They said a car company founded by aircraft engineers would never fly. We didn’t have the sense to listen. In 1947 we put a wing on wheels and never looked back. In the ’60s if you wanted to compete in rally racing, they said you needed a larger, high-powered car. We won back to back World Championships with nothing more than a little family car. In the ’70s they said turbo power wouldn’t work in a mainstream production car. We not only tamed the turbo, we changed the industry forever. In the ’80s they said four-seater convertibles were a thing of the past. We built a cult classic. Fast forward to last year, they said out best days were done. But once again ears must not have been working. Because today, Saab is back. We’re an independent company flying higher than ever. Case in point, the all-new Saab 9-5 Sport Sedan. The most advanced Saab ever built. To be followed this spring by the capable 9-4x Sport Crossover. Soon after than, an entirely reinvented lineup. And we have a lot more coming out of Sweden after that. Just don’t expect any of it to follow convention.”

“Nicht German. We mean no disrespect to our Bavarian neighbors. After all, German luxury cars are some of the finest in the world. But here in Sweden, Saabs are designed for a different kind of driver. Take our all-new 9-5 Sport Sedan. Born and bred just north of Germany, it forgoes flash for understatement. Tempers power with efficiency. And favors passion over price. Its look is influenced by Scandinavian design with technology inspired from simple intuition. The all-new 9-5 wears its heritage on its sleeve. Get behind the wheel and you will feel it. This is a proud, intelligent, beautiful Swede.”

“A funny thing happened on the way to our funeral. We were reborn. This is the story of the rebirth of Saab. Nothing makes you appreciate life quite like a near-death experience. Last year, we had one. In January of 2010, Saab was slated to be closed. The cars millions of drivers had loved for over sixty years were to be no more. But then something miraculous happened. Those same passionate drivers who loved our cars began to rally around our company. From Egypt to Thailand, Australia to America. Saab fans around the world organized to show their support. And it worked. Their outpouring of dedication inspired businessman Victor Muller to look deeper. Needless to say, he liked what he saw. Saab had great cars on the road and a full pipeline of new products on the way. We had one-of-kind technology and state-of-the-art facilities. Most importantly, we had fans who would go to the ends of the earth to save us. What could be better than that? Just under a year ago, a deal was struck. Saab was an independent company once again. Thank you to Mr. Muller and Saab fans around the world. When others counted us out, you gave us a new life. There is nothing quite like the feeling of being reborn.”

“Our German competitors may not speak our language, but we certainly gained their full attention. We’re talking about the all-new Saab 9-5 Sport Sedan. It communicates to a specific type of driver. One who favors exhilaration over exhibition. Brains over brawn. Self-worth over net worth. With an interior designed around human intuition and performance boosted by our powerfully efficient Saab turbo, the all-new Saab 9-5 speaks a language you will better understand once you get behind the wheel. It certainly has our competitors talking.”

Credits

“The Story of Saab” was created by McCann Worldgroup Detroit’s Team Saab for the U.S. market. Team Saab also has the responsibility of creating the global launch campaign for the company’s next product, the 9-4X. Team Saab is a unit of McCann Worldgroup dedicated to marketing Saab Cars North America. McCann Worldgroup delivers marketing solutions that transform brands and grow businesses. The company is comprised of a roster of best-in-class agencies, including McCann Erickson Worldwide (the world’s largest advertising agency network); MRM Worldwide (digital marketing/relationship management); Momentum Worldwide (event marketing/promotion); McCann Healthcare Worldwide (professional/dtc communications); WGEXP (global production); UM (media management); Weber Shandwick (public relations) and FutureBrand (consulting/design)

Brand math

Some equations involved in creating sustainable and valued relationships between brands and consumers.


1. Brand Value: 
Value = Benefit / Cost


Let's not forget that value is how the consumer defines it. However, by understanding the equation of how you create value, you will give consumers a reason to consider purchasing your product. 
Consider how the equation is applied in the medical insurance industry. This is an industry where customers are anxious about the cost of cover and frustrated with the complexity of policies. In order to derive value customers want to feel they're in control; they need to understand what they're buying and at what cost. Therefore value = benefit of (control +simplicity) / cost of (premium + efforts). You can increase value by either increasing the benefit to consumers, or decreasing the cost.


2. Trusted brand status: 
Trust = fn(Consistency + honesty + value + awareness)


Before the recession, consumers were willing to gamble on new products and services. Post-recession, consumers are going back to tried-and-tested brands. Coca-Cola time and again tops the surveys as most trusted and preferred brand. How do they do it? They consistently deliver a good quality product; you know what you're getting and it's available everywhere. Their efforts in uplifting the community and promoting awareness about green issues are adding to their credibility as an honest brand with real heart. Their marketing campaigns are memorable and engage consumers on an emotional level. All of this has helped them to become one of the most recognized and liked brands in the world. It doesn't always take mega-brand status to become a trusted brand - by applying the equation, Nioxin hair products is carving out their spot as a trustworthy brand, one hair at a time. They have a compelling and credible value proposition that they consistently communicate through expert channels and the product is priced fairly for the value you get.


3. Consumer connections: 
Connections = (platform + experience + relevance) x (advocates + time)


Brands of all shapes and sizes, from all industries are facing one big challenge; to build a strong emotional connection with their consumers. Without that personal relationship their names mean very little and business will suffer. Red Bull energy drink has identified passion points in their consumers' lives and built platforms around them that have opened the door for emotional connections to be formed. They offer experiences that strengthen the Red Bull philosophy of "Giving wings to people and ideas", and are converting many consumer voices into action. Remember, every interaction with a consumer could impact your brand's relationship with several people in their social network over time.

Arabs got talent... my ass | Arabs strikes again with same-same copycat ad

Original








The Bruins Bear is back again. This time he's following guys into the men's room and gicing them swirlies for disobeying the restroom code. Not that there was ever such a thing as a bathroom code to dictate through which you enter the bathroom but every once in a while you wish that bear was around when people in crowds get impatient and do stupid things.

If you're going to be a Bruins fan, you had better obey the rules

The crap duplicate

Panda, an Egyptian manufacturer of cheese and dairy products, has dramatically revamped its advertising thanks to boutique agency Elephant Cairo. The four-man agency, which won two grands prix at this year’s Dubai Lynx, sold the client the ‘crazy idea’ that if you don’t like Panda products, eat Panda products, or refuse a Panda sandwich, the Panda will kick your ass.
Utilising dark and subtle humour, the ‘Never say no to Panda’ concept is revealed in a string of new TVCs, which show people refusing to eat Panda cheese. They then nervously look towards a life-size Panda, who stares blankly back at them accompanied by Buddy Holly’s True Love Ways, before the Panda proceeds to smash things up.

Project Never say no to Panda
Client Arab Dairy – Panda, Egypt
Creative agencies Advantage Marketing & Advertising/Elephant Cairo
Creative directors Ali Ali, Maged Nassar
Copywriters Ali Ali, Maged Nassar
Producer Hossam Fawzy
Director Ali Ali
Director of photography Pedro del Ray
Exposure TV