US$ 21, CAD 26 ISSN 0893-0260 LuerzersArchive.com
Introducing: CHARLIE SURBEY
781 631 5235 | info@tmar.com | tmar.com | tmar-auto.com
Andric Paul Aresu CJ Burton Geneviève Caron Simon Danaher CGI Steffen Jahn LSD 3D Luminous Paintbox Pixteur Studios Paloma Rincón Marcus Philipp Sauer Charlie Surbey Holger Wild Wild Pony Robert Wilson Zerone Group
info@tmar.com | tmar.com
andric.biz
CGI/Post: Luminous Creative Imaging Photography: Cade Martin
info@tmar.com | tmar.com
luminous-ci.com
info@tmar.com | tmar.com
lsd3d.eu
Index to Advertisers In order of appearance:
Paul Aresu Tim Mitchell Represents Andric Luminous Creative Imaging LSD 3D Michael Maes Austin Walsh JSR Agency Greenhouse Reps Kate T. Parker Alberto Oviedo Paul Ross Jones Jan Eric Euler Sara Forrest David Johnson Lilly Dong Corey Nickols Nick Hall The Barkers Ross Brown Bastard London Julian Calverley Andy Glass Jaap Vliegenthart Matt Hawthorne Tim Tadder Brett Nadal Andy Anderson Dan Goldberg Jonathan Knowles Marianne Campbell Associates Tom Hussey Dennis Welsh Daria Kirpatch Cristofani Benedetto Joey Guidone Yaniv Shimany Davide Bonazzi Luisa Jung Caesar Lima Takamasa Ota Weston Fuller Eisenberg + Bonem
Jim Frenak Jeff Noble Mark Mawson Ken Pivak Found Artists Christian Mushenko John Fedele Dominic Episcopo Pete Barrett Markku Lahdesmaki Vincent Dixon Stan Musilek Bil Zelman Nicholas Duers Jane Richey Brian Klutch Jim Hanson Anthony Nex Steve Korn The Gren Group Jeff Ludes Garrigosa Studio Cresta Climate Challenge Dana Neibert Andrea Hutchins Represents David Butler Noel Barnhurst Vijey Karan Kapoor / Philip NC Nigel Harniman Tadd Myers Marc Morrison Andy Batt Jeff Sciortino Filtre Studio Candace Gelman & Associates Beth Galton Art Streiber Brinson + Banks Andre Rucker Patrick Molnar Erik Almas Stewart Cohen
IAIN MACARTHUR W W W. J S R A G E N C Y. C O M
A G E N T S @ J S RA G E N C Y. C O M
+44 (0) 20 7228 6667
THE BARKERS BASTARD LONDON ROSS BROWN JULIAN CALVERLEY LILLY DONG JAN ERIC EULER SARA FORREST ANDY GLASS NICK HALL DAVID JOHNSON PAUL ROSS JONES COREY NICKOLS ALBERTO OVIEDO KATE T. PARKER JAAP VLIEGENTHART 212.704.4300
GREENHOUSEREPS.COM
KATE T. PARKER
REPRESENTATIVE
VISIT
CALL
OR VIEW
GREENHOUSE 212.704.4300
GREENHOUSEREPS.COM KATETPARKER.COM
ALBERTO OVIEDO
REPRESENTATIVE
GREENHOUSE
CALL
212.704.4300
VISIT
GREENHOUSEREPS.COM
OR VIEW
ALBERTOOVIEDO.COM
PAUL ROSS JONES
REPRESENTATIVE
GREENHOUSE
CALL
212.704.4300
VISIT
GREENHOUSEREPS.COM
OR VIEW
PAULROSSJONES.COM
JAN ERIC EULER
REPRESENTATIVE
GREENHOUSE
CALL
212.704.4300
VISIT
GREENHOUSEREPS.COM
OR VIEW
JANERICEULER.COM
SARA FORREST
REPRESENTATIVE
GREENHOUSE
CALL
212.704.4300
VISIT
GREENHOUSEREPS.COM
OR VIEW
SARAFORREST.COM
DAVID JOHNSON
REPRESENTATIVE
GREENHOUSE
CALL
212.704.4300
VISIT
GREENHOUSEREPS.COM
OR VIEW
DWJOHNSON.NET
LILLY DONG
REPRESENTATIVE
VISIT
CALL
CALL
GREENHOUSE 212.704.4300
GREENHOUSEREPS.COM LILLYDONG.COM
COREY NICKOLS
REPRESENTATIVE
VISIT
CALL
CALL
GREENHOUSE 212.704.4300
GREENHOUSEREPS.COM COREYNICKOLS.COM
NICK HALL
REPRESENTATIVE
GREENHOUSE
CALL
212.704.4300
VISIT
GREENHOUSEREPS.COM
OR VIEW
NICKHALLPHOTOGRAPHY.COM
THE BARKERS
REPRESENTATIVE
GREENHOUSE
CALL
212.704.4300
VISIT
GREENHOUSEREPS.COM
OR VIEW
BYTHEBARKERS.COM
ROSS BROWN
REPRESENTATIVE
GREENHOUSE
CALL
212.704.4300
VISIT
GREENHOUSEREPS.COM
OR VIEW
ROSSBROWNPHOTOGRAPHER.COM
BASTARD LONDON
CGI/POST-PRODUCTION
REPRESENTATIVE
GREENHOUSE
CALL
212.704.4300
VISIT
GREENHOUSEREPS.COM
OR VIEW
BASTARD.LONDON
JULIAN CALVERLEY
REPRESENTATIVE
GREENHOUSE
CALL
212.704.4300
VISIT
GREENHOUSEREPS.COM
OR VIEW
JULIANCALVERLEY.COM
ANDY GLASS
REPRESENTATIVE
GREENHOUSE
CALL
212.704.4300
VISIT
GREENHOUSEREPS.COM
OR VIEW
ANDYGLASSPHOTO.COM
JAAP VLIEGENTHART
REPRESENTATIVE
GREENHOUSE
CALL
212.704.4300
VISIT
GREENHOUSEREPS.COM
OR VIEW
JAAPVLIEGENTHART.NL
TIM TADDER
STILLS AND MOTION
t im t ad der. c om 858.205.2455
BRETT NADAL R E P R E S E N T E D B Y H E AT H E R E L D E R
Dan Goldberg PHOTOGRAPHER/DIRECTOR
312.225.7044 GOLDBERGPHOTOGRAPHY.COM
REPRESENTED BY: HEATHER ELDER HEATHERELDER.COM 415.931.7709
Available at your local distributor, Amazon or LuerzersArchive.com
Jonathan Knowles Photography & Film jknowles.com | +44 (0)20 8741 7577
@StudioKnowles
annabelle breakey
randal ford
rj muna
margaret lampert
shaun fenn
matthew turley
represented by marianne campbell associates (415) 433 0353 justin l’heureux christopher wilson michael prince
www.mariannecampbell.com marianne@mariannecampbell.com
Benedetto Cristofani
+1.707.822.5500
SalzmanArt.com
Joey Guidone
+1.707.822.5500
SalzmanArt.com
caesarlima.com
Beauty is indeed more than skin deep, my Unusual Beauty Project concentrates on models and even regular day-to-day individuals that have rare skin conditions, such as congenital melanocytic nevi, or CMN, which involves visibly pigmented proliferations on skin, and Vitiligo, discolorations of the skin caused by depigmentation. While I did focus the topic on the skin conditions and unusual birthmarks, the intent is not to show them for how different they are, but rather to celebrate beauty in the unusual. Caesar Lima
Robert Bacall Representatives
917-763-6554
bacall.com
Takamasa Ota
otaphotography.com
Robert Bacall Representatives
917-763-6554
bacall.com
Weston Fuller westonfuller.com
Robert Bacall Representatives
917-763-6554
bacall.com
Eisenberg + Bonem eisenberg-bonem.com
Robert Bacall Representatives
917-763-6554
bacall.com
Jim Frenak fpistudios.com
Robert Bacall Representatives
917-763-6554
bacall.com
Jeff Noble
jeffnoblephoto.com
Robert Bacall Representatives
917-763-6554
bacall.com
Mark Mawson markmawson.com
Robert Bacall Representatives
917-763-6554
bacall.com
Ken Pivak kenpivak.com
Robert Bacall Representatives
917-763-6554
bacall.com
SOURCE. CREATIVE. TALENT. Cosmetics Photographers
FOUNDARTISTS.COM
ONLINE. IN PRINT. IN PERSON. Image by Rich Begany. Rep: WIB Agency.
JANICE MOSES
JOHNFEDELE.COM
JANICE MOSES
JANICE MOSES
nicholasduers.com
JANE
RICHEY
415.845.4133
JANERICHE Y.COM
Contents Letter from the Publisher Interview Andrew Long
5 8
PRINT Audio & Video JVC
12
Automotive Hyundai Mini Jeep Nissan Land Rover Hyundai
14 18 22 22 24 26
Banking, Insurances AMI Autoglass Insurance Klear
27 28
Beverages, Alcoholic Stella Artois Absolut Vodka Pilsener Tecate Hirter Green King
30 32 33 34 35 36
Beverages, Non-Alcoholic Enzo's PONY Malta Starbucks Schweppes Pago
37 38 39 40 41
Cosmetics Park Styling
42
Entertainment Sony Playstation Blizzard
43 44
Fashion Prada Threads of India
46 48
Food McDonald's Burger King Burger King McDonald's McDonald's TUMS Boroume Domino's Oreo McDonald's KFC Chupa Chups Barilla Fruca Fruca
49 50 50 52 53 54 56 56 57 58 59 60 61 62 63
Furniture Unlocked Aora
64 65
House & Garden BauKer Ruby Berndorf
66 68 69
Miscellaneous University of Bergen
70
Petfood CachoPerros Zoo & Co Minino Royal Delicious
73 74 75 77
Pharmaceuticals & OTC Global Lyme Alliance Gilead NexGard Psoriasis Cure Now
78 78 79 79 Michael Weinzettl, Publisher & Editor-in-Chief
Public Events Burning Man Cineville SKVOT Newport Beach Film Festival Forum 2000
80 82 84 84 86
Publishers, Media The Guardian Watch Brasil TV El Futbolero Politiken Tugó O Estado US Today Sports+ Penguin Random House
87 88 89 90 91 92 93 94
Retailers IKEA IKEA Mercado Libre Aldi A To Zoanthid Rio Decor
95 96 97 98 99 100
Services Lebanese Armed Forces Uber Welti-Furrer Alexa Is Human Zaliasis Taskas Veros Veterinary Hospital CHEC Uber Eats Free
101 102 104 106 107 108 109 110 111
Social & Environment Chrysalis Initiative Amplifund Orgulho Salva Vision du Monde Amnesty International Stand for the Silent Pro Infirmis Verdens Skove McKernie Place Central Office of Public Interest Lion Heart Columbia Journalism Review Autism Forum Switzerland 113 Jena Kultur fare x bene Noah's Ark PETA Zmudri Amnesty International We the Children Detran PETA Roofing Contractors Association of BC Social Mobility Foundation
112 114 115 116 117 118 119 120 121 122 123 124 126 127 128 130 132 132 134 135 136 136 138 138 139
Andrew Long, Interview page 8
Roberto Fara, Interview page 160
Contents Sports Distance
140
Travel & Leisure Citizen M LIT Go Vilnius Newfoundland & Labrador Tourism
143 144 144
Students Contest Classics New Books
146 148 150
FILM Accessories Cartier “Magic’s in the box”
152 152
Banking & Insurances Barclaycard “There’s more to Barclaycard” Rollin’ Car Insurance “Rollin’ Launch 60” John Lewis Home Insurance “Let Life happen”
152 152 152
Beverages, Alcoholic Brewdog “Beer for all” Heineken “A Lockdown Love Story”
153 153
Beverages, Non-Alcoholic Coca Cola “Real Magic” Coca-Cola “Open like never before”
153 153
Computers Apple iPhone “Saving Simon”
153
Cosmetics Unilever’s Pond’s Men “Dull Face”
153
Furniture Dunelm “Dun Your Way” Pharmaceuticals & OTC Durex “The Breakup” Retailers Interflora “Remember those you love” Lidl “Karmarama” Ikea “Brawn Bears” Penny Supermarkets “Mother and Son” Sainsbury’s “A Christmas to Savour” Argos “This Christmas is going to be a big one!” Tesco “There is nothing stopping us”
Services Spotify “All Ears On You” O2 “Better Connected” Deutsche Bahn “All by myself” Bouygues Telecom “Fallin’” Amazon “Kindness. The Greatest Gift” Orange France “Together Season” Posten “When Harry Met Santa” Amazon Prime “Unlikely Friendship” Vodafone Ireland “Each Christmas”
157 157 157 157 157 158 158 158 158
Social & Environment SickKids Foundation “Be A Light”" Psoriasis Cure Now “The Last Plague” Public Service film “Love Doesn’t Hurt Anyone”
158 158 159
SPORTS AFC Ajax “A Piece of Ajax” Nike “New Fairies”
159 159
Travel & Leisture Singapore Airlines “Fly Again” Iceland Tourism “Introducing the Icelandverse” London Transport “Welcome Back”
159 159 159
DIGITAL In the following, leading names from digital select their current Top digital designs (websites, apps, etc.). This issue’s selection comes from Roberto Fara, Chief Creative Officer at Ogilvy Spain. Interview Roberto Fara
154
Food McDonalds “Imaginary Iggy” McDonalds Canada “Steal My Fries” Chipotle “A Future Begins” Wagamama “Vegamama” KFC “The Fox”
156 156 156 157
152
Automotive Seat “We move like you move” Ford Ranger “Night Swimming”
Fashion Burberry “Open Spaces”
Hornbach “It can’t be bad” Rappi Supermarket “Everything I Do” Mercado Libre “Iconic Kisses” IKEA “Every Home Should Be A Haven”
154 154 154 154 154
155
155
155 155 155 155 156 156 156
Change the Ref – The Unfinished Votes Doconomy – The 2030 calculator Social Bullets Running stories Reporters Without Borders – The Uncensored Playlist The Metropolitan Museum of Art / Verizon – The Met Unframed The DDR Museum – Tear Down This Wall Metropolitan Transportation Authority – MTA Live Subway Map Fondation de France – Bee Influencer The Central Office for Public Interest – Address Pollution American Society for Deaf Children – FingerSpelling The Big Issue – Raising Profiles Bodyform – PainStories / The Pain Dictionary Foot Locker / Nike – The Endless World Of Airmax Verizon Fortnite Stadium Ikea With Imma Ikea Everyday Experiments Ranking Credits
160 163 164 164 164 164 165 165 165 165 166 166 166 166 167 167 167 167 168 170
Letter from the Publisher
Dear Readers, Welcome to the final double issue of Lürzer’s Archive for 2021. From 2022, Lürzer’s Archive will be appearing quarterly. Under its new ownership – Creative Standards International – we’ll also be bringing you a brand-new website, to help you enjoy the world’s most creative campaigns even more. With all of these, somewhat overdue, changes, we’re looking forward to the new year with excitement. What won’t change is the original intent of Archive since 1984, which is to keep you up-to-date and abreast of the creative advertising – print, film and digital and trends – that you should be in the know about. Due to this issue’s publication date, you’ll also find a lot more Christmas work featured than usual. This doesn’t feel like a bad thing as seasonal advertising, especially TV spots, tend to hold quite a sway over the popular imagination for a long time – more so than campaigns at other times of the year. Of course, the best ones stay in our minds for years.
The highlights for me this year were the spot for Penny, a German chain of supermarkets and also the one for Posten, the Norwegian post office, which throws in a gay Santa – quite an achievement, if we think of the culture wars that broke out a some years ago in the US when there was suddenly a debate on Santa Claus’ race, or rather, whether Santa Claus can be depicted as a black man.
In this new issue you will find a total of 111 print campaigns, 48 films and 17 new pieces of work from the digital arena. The latter were selected by Roberto Fara, the Buenos Aires-born Chief Creative Officer at Ogilvy Spain. The main interview in this issue is with Leo Burnett London’s Creative Director, Andrew Long. Headlined, Trying to raise an already high standard. Fittingly, his Lights On campaign for McDonald’s has just received the Print Grand Prix at the Epica Awards! Hope you will find enjoyment and inspiration in our latest selection of outstanding advertising. Sincerely,
Michael Weinzettl, Publisher & Editor-in-Chief
5
Interview Andrew Long, Creative Director at Leo Burnett London.
Trying to raise an already high standard. Andrew Long has been with the agency since 2017. In that time, he has become quite the star creative, particularly as a result of his work on McDonald’s UK. Michael Weinzettl talked to the creative to find out what makes him tick. Hello Andrew, I’ve been a fan of your work for McDonald’s UK for some time now. Can you tell us a bit about yourself and about your background? When did you first become interested in advertising as a career and how did that come about? Well, despite living in London [in the south of England] for the past 15 years, I’d say I still identify as a northerner. That’s where I’m from
Surfers Against Sewage, Lürzer’s Archive 5-2012.
8
originally, but I have always been inspired by creativity, art and design so it was a natural progression to end up in London to pursue that. I was obsessed with TV, the type of kid who woke up at 5am to get started and I ran home from school. So, a career in that area, in some form, was always the goal. But I’m incredibly lucky to be able to say I achieved that. The thing that really influenced me and probably the reason why I do this job now, was probably the Internet. I grew up in the 90s and was at the perfect age for the start of the Internet generation. From the second I put the AOL free trial CD in my giant Hewlett Packard desktop and heard that weird 56k modem dial-up sound, I was hooked.
Interview I set up businesses, ran an imaginary wrestling promotion, wrote weird fan fiction, and countless other things from the corner of my parent’s home. Somebody gave me a copy of the first Photoshop and I would just spend hours making graphics, fake adverts, posters for all my weird Internet ventures. At the time, I probably didn’t really identify this as creativity, I was just exploring this new thing that the world had just been given access to. But looking back now, I can see that I was laying the foundation for what I do today. Was the ad business always your first career choice? I find a lot of people I work with in this industry, kind of discovered it or fell into it. That’s different to me, as I specifically remember making the choice. What’s great about advertising though, is it doesn’t really matter what your background is, everyone can come together to share ideas and make things. It’s an inspiration to be surrounded by brilliant teams from different backgrounds. From creative teams to directors, photographers and other collaborators we gather around a project. That’s what makes this such a satisfying career path. You’ve been with Leo Burnett London since 2017. What were some of the stages in your career before that? I studied creative advertising as a degree at university and the final stage for that course was a show at the D&AD New Blood event. It was literally the first time I’d ever been to London in my life, so the whole thing was incredibly exciting. We spent time chatting with people from the industry and looking at all of the great work, and when we got back to our booth, we saw there was a post-it-note left on our stand that turned out to be from Graham Fink who was ECD at M&C Saatchi at the time. Needless to say we immediately began pestering him the next day. We were on placement for over a year, working second jobs at weekends to try and make enough to pay rent. It was tough but we learned about the power of simplicity from some absolute legends, and those lessons have stuck with us since. Then we worked at MullenLowe with Dave Henderson and Rich Denney, and began to really focus on the importance of craft and presentation. You pick up these little nuggets that stick with you throughout your career, and I think they shape your overall creative identity. Here at Leo’s with Chaka [Sobhani, Leo Burnett’s Chief Creative Officer], we’ve learnt so much about populism and the importance of putting an audience first, and again, that will stick with me forever. It’s been over these past four years at Leo’s where I feel we have really begun to find our identity as creatives, and develop our own style based on the lessons we learnt over our career. We very much believe in finding simple truths that can be brought to life beautifully, no matter what the channel. Of course, we have so many ways to express our ideas now that the fun part is finding the best way to bring something to life. But it always comes back to that same principle. What were some of the challenges you faced when you became Creative Director at McDonald’s at the time? McDonald’s in the UK is pretty much acknowledged nowadays to be one of the top clients you can have. I’m so proud to have been made Creative Director of the McDonald’s brand, and even more proud of what has been achieved. It’s an incredible account full of brilliant people at the top of their game. The challenge with a brand of this scale, with a heritage of such great creative, is always in trying to raise an already high standard. The most successful awards year in McDonald’s history was 2021, including Gold Cannes Lions and D&AD Pencils, but of course we’re already thinking about how we can improve on that next year. Back at M&C Saatchi, in 2007 you did an interesting campaign for CBRE real estate, the typography of which I’ve seen copied a lot since then, especially here in Germany. They say imitation is the sincerest form of flattery but were you even aware of this at the time?
McDonald’s, Lürzer’s Archive 3-2019.
9
Interview That campaign is a long time ago for us now, but I remember because it was one of the first pieces of work we ever made that felt truly exciting, and since we’ve always had a love of great outdoor advertising to this day. I had seen some of the copies, but absolutely found it complimentary. I’m sure some of them were even crafted a little better than ours to be fair! How did the COVID pandemic impact your work and have things returned to normal by now? We have an amazing team at Leo’s and a brilliant relationship with our clients, so it really never became a problem at all, beyond all the usual IT fails and shouting at people to turn off ‘Mute’. It’s a testament to everyone at the agency how well we were able to perform during that difficult time. What are some of the campaigns you created over the course of your career that you’re proudest of? I’m honestly proud of every piece of work we make, especially in the role of Creative Director, as it represents a great coming together of people and creativity. But recent highlights on McDonald’s include the #ReindeerReady campaign which is now entering its fifth year and something we’re incredibly proud of. It’s a platform based on the simplest of ideas, renaming McDonald’s carrot sticks ‘Reindeer Treats’ over the Christmas period. It turned the least popular menu item into a beloved festive ritual and has seen five years of great creative work, including recent films ‘Inner Child’ and ‘Imaginary Iggy’ this Christmas. Another highlight was the ‘Lights On’ campaign, an outdoor series we created during the pandemic at the start of the year. It was beautiful, optimistic but brutally simple. That piece went on to win a Gold at Cannes Lions and a Wood Pencil at D&AD, but we knew we had something special as soon as it went live. The number of comments, shares, and people posting the work themselves online was truly viral and showed us that despite all the new ways we can advertise, there’s still a joy and love of great craft. We’ve always been influenced by great design and minimalism. To manage to create a piece of work so stripped back for our biggest client was a special moment for us in our career. What to you are some of the obstacles to creativity, especially in the ad business? I think any obstacle can be overcome through honesty and a shared passion for making something great. But that needs everyone involved to be all in, which is something we’re incredibly fortunate with on McDonald’s. Where do you find inspiration for your work? Somebody once described inspiration to me like a cupboard you want to cram full of stuff and then walk away from. The world we live in now is packed full of inspiration in both the digital and physical space. I’m still obsessed with TV, but now also obsessed with social media, video games, books, films, furniture, pretty much everything in fact. The real challenge to unlocking inspiration is finding those moments to walk away from the cupboard and let it all sink in. A walk. A shower. 10 minutes without picking up your phone. That’s when inspiration normally hits you.
McDonald’s, Lürzer’s Archive 6-2019.
10
Interview
McDonald’s, Lürzer’s Archive 1+2-2021.
11
Audio & Video
12
Lürzer’s ARCHIVE 5.2104
Audio & Video
∆ HOY, Buenos Aires ‡ Damian Palopoli, Tony Waissmann, Santiago Ledesma ∞ Walter Becker
5.2105 Lürzer’s ARCHIVE
13
Automotive
14
Lürzer’s ARCHIVE 5.2112
Automotive
∆ Jung von Matt/Neckar, Stuttgart, Germany ‡ Rico Noel, Matthias Hess, Peter Waibel 5.2113 Lürzer’s ARCHIVE
∏ Luis Paulo Gatti, Francesca Montrucchio ∂ Matteo Maggiore
⁄ Dominik Schmutzer, Armin Gauß, Sascha Pabst
15
represented by fox creative la:818 558 1225 ny:212 375 0450 info@foxcreative.net
www.jeffludes.com jeffludes
Automotive
18
Lürzer’s ARCHIVE 5.2114
Automotive
∆ DDB, Montevideo ‡ Rodrigo Castellanos, Gonzalo Boullosa
5.2115 Lürzer’s ARCHIVE
∏ Gonzalo Boullosa ∂ Rodrigo Castellanos ∞ Därsena
19
OUT NOW
Order at your local distributor, Amazon or LuerzersArchive.com
Automotive
∆ Versão Beta, Guarulhos, Brazil ∏ Diego Garcia, Lucas Husni
For the goblins you didn’t see and everything else. Around view monitor.
22
Lürzer’s ARCHIVE 5.2116
Automotive
For the ghost you didn’t see and everything else. Around view monitor.
For the aliens you didn’t see and everything else. Around view monitor.
5.2117 Lürzer’s ARCHIVE
∆ GC Herrera / FCB&FiRe, Quito ‡ Omar E. Montaño
∏ Nestor Ortiz, Carlos Cisneros ∂ Juan Pablo Enriquez ⁄ Nestor Ortiz
23
Automotive
24
Lürzer’s ARCHIVE 5.2118
Automotive
Campaign for Land Rover USA.
5.2119 Lürzer’s ARCHIVE
∆ ‡ ∂ ≥ ⁄
Spark44, New York Peter Cooper Michael Hurley, Bec Couche Julian Calverley Julian Calverley
25
Automotive
∆ Innocean Worldwide, Berlin ‡ Gabriel Mattar, Ricardo Wolff, Alan Dindo
26
∏ Alan Dindo ⁄ B612 Studio
Lürzer’s ARCHIVE 5.2120
Banking, Insurances
∆ Trigger Advertising, Calgary, Canada ‡ Todd Blevins
5.2108 Lürzer’s ARCHIVE
∏ Brad Connell ∂ Tim Anderson ≥ Tieran Green
27
Banking, Insurances
Campaign for Klear, a peer to peer credit platform.
28
Lürzer’s ARCHIVE 5.2109
Banking, Insurances
5.2110 Lürzer’s ARCHIVE
Be part of it! Submit your work now! It’s a cinch with Lürzer’s Archive online submission system. Simply upload your work at LuerzersArchive.com
∆ proof., Sofia ‡ Angel Iskrev ∏ Emanuela Belovarski
∂ Boyan Zlatarski ≥ whaleworx.studio ∞ Boyana Aleksieva
Beverages, Alcoholic
30
Lürzer’s ARCHIVE 5.2107
Beverages, Alcoholic
∆ Mullenlowe Delta, Guiayaquil, Ecuador ‡ Jaime Duque ∏ Jaime Duque 5.2108 Lürzer’s ARCHIVE
∂ Eduardo Vargas, Rodrigo Mejia ∞ Miguel Angel Lopez ⁄ Miguel Angel Lopez 31
Beverages, Alcoholic
∆ ‡ ∏ ∂ ≥ ∞
32
Jandl, Bratislava Alex Strimbeanu Lucia Repova Jakub Jurica Welin Nagyová Dorota Brázdovičová
Lürzer’s ARCHIVE 5.2109
Beverages, Alcoholic
San Pedro Calle 310/Manta 130205, Ecuador. Since 1957 in the house of Zambrano.
In Ecuadorian culture, it is common to place broken beer bottles on top of the perimeter walls of houses to protect them from burglars.
5.2110 Lürzer’s ARCHIVE
∆ Mullenlowe Delta, Guiayaquil, Ecuador ‡ Jaime Duque, Marco Salvador, Carlos Vergara
∏ Jaime Duque, Rodrigo Mejia ∂ Pablo Naval, Eduardo Vargas, Carlos Vergara ≥ Diego Aguilar 33
Beverages, Alcoholic
Campaign for Tecate brand beer. ∆ Sancho BBDO, Bogota ‡ Mario Lagos, Andrés Luque, Jhonny Victoria ∏ Diego Julian Rodríguez, Angie Quintero, Sebastian Mayo ∂ Jerónimo Trejos, Paula Lizarazo, Juan Diego Vega ≥ Mantel Studio
34
Lürzer’s ARCHIVE 5.2111
Beverages, Alcoholic
#DistanceBeer
5.2112 Lürzer’s ARCHIVE
∆ ‡ ∏ ∂
VMLY&R, Vienna Alexander Hofmann Roland Radschopf Roland Radschopf
≥ Yannik Steer ∫ Roland Radschopf ⁄ Alfred Lechner
35
Beverages, Alcoholic
Campaign for Green King pubs.
36
∆ Engine, London ‡ Steve Hawthorne ∏ Paul Hancock
∂ David Newbold ∞ Christopher Wormell ∫ Andrew Hudson
Lürzer’s ARCHIVE 5.2113
Beverages, Non-Alcoholic
We rewrite the way you know the ingredients in our products. Campaign for Enzo’s, an organic and healthy food brand in Colombia.
5.2108 Lürzer’s ARCHIVE
∆ Creamos, Medellin, Colombia ‡ Julián Ojeda, Jorge Montoya E
∏ Diego Sebastián Roa, Luis García, Victor Jaramillo ∂ Jorge Montoya E 37
Beverages, Non-Alcoholic
Making everybody laugh since 1950, making teens cry since 1980.
Making everybody laugh since 1950, making teens cry since 1970.
38
Lürzer’s ARCHIVE 5.2109
Beverages, Non-Alcoholic
Making everybody laugh since 1950, making teens cry since 1950. Claim: Pony Malta – beverage for teens.
∆ MullenLowe SSP3, Bogotá ‡ Diego Muñoz, Jonathan Quimbay, Juan David Pardo
∆ VMLY&R, São Paulo ‡ Rafael Gil, Rafael Pitanguy, Rodrigo Almeida 5.2110 Lürzer’s ARCHIVE
∏ Laura Fonseca ∂ Andrea Valbuena ≥ Martin Köhler
∏ Rafael Gil, Pedro Assis ∂ Breno Oliveira ∞ Rafael Gil 39
Beverages, Non-Alcoholic
40
Lürzer’s ARCHIVE 5.2111
Beverages, Non-Alcoholic
∆ TBWA\PARIS, Paris ‡ Benjamin Marchal, Faustin Claverie
Give it a try Dragonfruit-Pink Guava.
5.2112 Lürzer’s ARCHIVE
Give it a try a red ACE treatment.
∏ Pauline Sénéchault, Cyrielle Declarey ∞ Charlie Davis
∆ Demner, Merlicek & Bergmann, Vienna ‡ Alistair Thompson ∏ Martin Dorn, Daniela Sobtischka, Robin Kappacher ≥ Clemens Ascher 41
Cosmetics
∆ ‡ ∏ ∂ 42
&Co. / NoA, Copenhagen Thomas Hoffmann Thomas Hoffmann Thomas Hoffmann
≥ ∞ ∫ ⁄
Sofie Barfoed Anders Martin Jensen Anders Martin Jensen Anders Martin Jensen Lürzer’s ARCHIVE 5.2110
Entertainment
Campaign for Sony Playstation.
5.2101 Lürzer’s ARCHIVE
∆ WILD FI, Montevideo ‡ Diego Tuya, Enzo Mansilla, Felipe Pelzel
∏ Santiago Bermudez, Dai Fiorenza, Bernardo Alvarez ∂ Adrián Montefusco
43
Entertainment
44
Lürzer’s ARCHIVE 5.2102
Entertainment
Campaign for Blizzard game Hearthstone Mercenaries.
5.2103 Lürzer’s ARCHIVE
∆ BSSP, Sausalito, California ‡ Sinan Dagli
∏ Robison Mattei ∂ Will Sands ∞ Robison Mattei
45
Fashion
46
Lürzer’s ARCHIVE 5.2106
Fashion
∆ ‡ ≥ ⁄ 5.2107 Lürzer’s ARCHIVE
Prada, in-house, Milan, Italy Ferdinando Verderi Adrian Mueller Leo Rocha 47
Fashion
∆ Triwills Advertising, Pune, India ‡ Nitin Adake ∏ Nitin Adake, Dnyanesh Jadhav ∂ Nitin Adake ∞ Nitin Adake ∫ Nitin Adake ⁄ Dnyanesh Jadhav
48
Lürzer’s ARCHIVE 5.2108
Food
∆ DDB Colombia, Bogotá ‡ John Raul Forero, Juan Felipe Jaimes, Juan Luis Fernández ∏ Oscar Peña 5.2137 Lürzer’s ARCHIVE
∂ Diego Tamayo, Johan Granados ≥ Leyther Orozco ⁄ La Salvación Studio 49
Food
Ad for Burger King.
50
∆ ‡ ∏ ⁄
Bartle Bogle Hegarty (BBH), London Felipe Guimaraes Callum Prior, Marc Rayson Nigel Pullum
Lürzer’s ARCHIVE 5.2138
Food
∆ ‡ ∏ ∂ 5.2139 Lürzer’s ARCHIVE
INGO, Hamburg, Germany Tobias Ahrens Guillermo Aliaga Pueyrredón Tomas O’Gorman
≥ ∞ ∫ ⁄
Jules Esick Alexa Boltz Shlomo Genchin Magdalena Bulle 51
Food
∆ ‡ ∏ ∂ ⁄
52
Leo Burnett, Manila Carl Urgino Carl Urgino Brian Lumanog Ryan Gaela
Lürzer’s ARCHIVE 5.2140
Food
Now, besides our restaurants’ location, out totems point to the exact place of origin of the products we serve in them. In this case, the lettuce used in our burgers. A true sign of our commitment to local producers. Finca Lo Cosme, 30395 – La Puebla (Murcia).
… In this case, the rye used in our buns … Carretera Aldea, km 72 – Poligono 102, Parcela 1703 – San Esteban de Gormaz (Soria).
5.2141 Lürzer’s ARCHIVE
∆ True, PS21, Madrid ≥ Ale Burset
53
Food
In partnership with spicy food connoisseur Sean Evans, TUMS hosted the Autoburn Road Trip, a route highlighting some of the best and spiciest fare at local restaurants across the country. To promote the activation, Alex Trochut created a series of illustrations highlighting some of the stops on the Autoburn, including favorites like Brick Lane Curry House.
54
Lürzer’s ARCHIVE 5.2142
Food
∆ 360i, New York ‡ Ilana Wolstein ∏ Jose Contreras Rodriguez
5.2143 Lürzer’s ARCHIVE
∂ Samantha Geloso ∞ Alex Trochut
55
Food
Boroume (We Can) is a non-profit organization who fights food waste and malnutrition in Greece.
∆ Out to Lunch, Athens ‡ Anna Stilianaki, Tasos Georgiou
∏ Tasos Georgiou ∂ Anna Stilianaki ≥ Shutterstock
∆ The Newtons Laboratory, Athens ‡ Giannis Sorotos ∏ Manos Vitoratos 56
∞ Ampoo Studio ⁄ Ampoo Studio
∂ Mary Vamvaka ≥ Vassilios Michail ∞ Tereza Ferentinou
Lürzer’s ARCHIVE 5.2144
Food
Halloween campaign to promote Oreo’s cake recipes.
5.2145 Lürzer’s ARCHIVE
∆ Saatchi & Saatchi, Dubai ‡ Gautam Wadher, Sebastien Boutebel, Alok Mohan
∏ Eduardo Cesar Guimarães ∂ Alok Mohan ≥ Mahmoud Abdelfattah
57
Food
∆ TBWA, Istanbul ‡ Serdar Güngör, Mesut Koçarslan ∏ Tuvana Artun ∂ Hilal Erdem
58
Lürzer’s ARCHIVE 5.2146
Food
∆ ‡ ∏ ∂
5.2147 Lürzer’s ARCHIVE
Arco, San Juan Jonathan Díaz Zayira Albino-Hernández Gabriel Carrero
≥ ∞ ∫ ⁄
José Gerena Kiaralis Morales Gabriela Mojica Eduardo Veguilla
59
Food
Yuzu.
Cherry Blossom.
Matcha. Campaign for Chupa Chups lollys. ∆ Dentsu Redder, Ho Chi Minh City ‡ Livio Grossi ∏ Livio Grossi ⁄ FOREAL
60
Lürzer’s ARCHIVE 5.2148
Food
∆ ‡ ∏ ∞ 5.2149 Lürzer’s ARCHIVE
Bray Leino, Bristol, United Kingdom Nicola Roberts Debbie Button Joey Guidone 61
Food
Campaign for Fruco brand ketchup.
62
∆ Mass Digital, Bogota ‡ Jaime Duque, Eduardo Vargas, David Patiño
∏ Jaime Duque ∂ Jaime Duque ∞ Jaime Duque
Lürzer’s ARCHIVE 5.2150
Food
Campaign for Fruco brand ketchup.
5.2151 Lürzer’s ARCHIVE
∆ Mass Digital, Bogota ‡ Jaime Duque, Eduardo Vargas, David Patiño
∏ Jaime Duque ∂ Jaime Duque ∫ Jaime Duque
63
Furniture
Campaign for the Unlocked Interior, an interior design studio based in Prague. ∆ ‡ ∏ ∂ ∞ ∫ ⁄
64
April Studio, Belgrade Vladimir Petrovic Vladimir Petrovic Bojan Tanaskovic Vladimir Petrovic Vladimir Petrovic Vladimir Petrovic
Lürzer’s ARCHIVE 5.2101
Furniture
∆ Paradais DDB, Guayaquil, Ecuador ‡ Sergio Moraga, Agustín Febres-Cordero 5.2102 Lürzer’s ARCHIVE
∏ Francisco Félix ∂ Eduardo Hernández, Arturo Chavarría ∞ David Arregui 65
House & Garden
66
Lürzer’s ARCHIVE 5.2109
House & Garden
5.2110 Lürzer’s ARCHIVE
∆ VMLY&R, Santiago de Chile ∏ Rodrigo Pérez, ‡ Raimundo Undurraga, Francisca Plaza, Mauricio Munoz, Andrés Beroiza Matías Oyarzún
∂ Cristián Montégu V., Carla Padovani, Camila Garcia
Available at your local distributor, Amazon or LuerzersArchive.com
≥ Patricio Pescetto ⁄ Silvana Mercado
House & Garden
Ruby – room fresheners.
68
∆ ‡ ∏ ∂
The Narrow Street, Bangalore Saji Johnny Kundukulam Saji Johnny Kundukulam Saji Johnny Kundukulam
Lürzer’s ARCHIVE 5.2111
House & Garden
Berndorf baths design.
5.2112 Lürzer’s ARCHIVE
∆ VMLY&R, Vienna ‡ Alexander Hofmann ∏ Roland Radschopf
∂ Roland Radschopf ≥ Yannik Steer ⁄ Alfred Lechner
69
Miscellaneous
75th anniversary campaign for the University of Bergen.
70
Lürzer’s ARCHIVE 5.2104
Miscellaneous
∆ ∏ ∂ ≥ ⁄ 5.2105 Lürzer’s ARCHIVE
TRY, Oslo Mathias Sandvik Hallvard Vaaland Sara Angelica Spilling Magnus Snickars 71
The Cresta Climate Challenge The global search for ideas to combat climate change ‘inactivism’. A free-to-enter creative challenge for students and young creatives.
Image: Damian Denis/Unsplash
OPEN FOR ENTRIES 14 JANUARY 2022
cresta-awards.com
Supported by Lürzer’s Archive
Petfood
For everything they did for you, it’s time to give it back.
5.2101 Lürzer’s ARCHIVE
∆ ‡ ∏ ∂
VCCP, Madrid Juan Cenóz, Beto Nahmad Gonzalo Rodriguez Juan Cenóz
≥ ∞ ∫ ⁄
Jesús Mellado Jesús Mellado Gonzalo Rodriguez Jesús Mellado 73
Petfood
Best friends. Ad for a pet shop. Cover page.
74
∆ Schaller & Partner, Mannheim, Germany ∏ Heiner Leihener
∂ Sissi Schuhmacher ∫ Heiner Leihener ⁄ Heiner Leihener
Lürzer’s ARCHIVE 5.2102
Petfood
Fits everywhere. Take them anywhere. Campaign for ADM brand petfood.
5.2103 Lürzer’s ARCHIVE
∆ (anónimo), México City ‡ Raúl Cardós, Jorge Méndez
∏ Jorge Méndez ∂ Jorge Méndez ≥ Diego Arrigoni
75
Petfood
76
Lürzer’s ARCHIVE 5.2104
Petfood
A banquet for your majesty. Campaign for Royal Delicious dog food. ∆ ∏ ∂ ≥ ∞ ⁄
5.2105 Lürzer’s ARCHIVE
R&G, São Paulo Rafael Gil Gustavo Costa Master1305 Rafael Gil Rafael Gil, Master1305
77
Pharmaceuticals & OTC
Our cities are full of ticking lyme bombs … Ad for the Global Lyme Alliance.
∆ Intouch Group, New York ‡ Nicholas Capanear, Susan Perlbachs ∏ Nicholas Capanear
∆ Harrison & Star, New York ‡ Adam Hessel, Jeff Bartsch, Roger Stephens
78
∂ Ronald Larson ∞ Ricardo Salamanca ⁄ Salamágica
∏ Erik Vervroegen, Glenn Batkin, Nic Duffy ∂ Michelle Lake, Daniel Jay
≥ Alex Telfer ∫ Alec Vianu
Lürzer’s ARCHIVE 5.2110
Pharmaceuticals & OTC
You’ve got more than one pet when your dog has fleas. Ad for NexGard brand tablets for dogs that kills fleas.
The day the plaque didn’t come back. October 29th. Psorias Cure Now. Poster series for a short film that imagines the day plaque psoriasis disappears forever. 5.2111 Lürzer’s ARCHIVE
∆ ‡ ∏ ∞
Pedro Juan & Diego, Santiago de Chile Cristian Kemp, Ingrid lira Livio Giustolisi Damian Balmaceda
∆ Intouch Group, New York ‡ Nicholas Capanear, Susan Perlbachs ∏ Nicholas Capanear, Ivan Blotta
∂ Ronald Larson, Sara Blank, Diana Krulik-Bentzen ∞ Airplan Studio ⁄ Balazs Simon 79
Public Events
80
Lürzer’s ARCHIVE 8.2108
Public Events
Anyone may be a part of Burning Man. We welcome and respect the stranger. No prerequisites exist for participation in our community.
Burning Man encourages the individual to discover, exercise and rely on his or her inner resources.
Burning Man is devoted to acts of gift giving. The value of a gift is unconditional. Gifting does not contemplate a return or an exchange for something of equal value. Campaign for the Burning Man music festival. ∆ Menta, Guadalajara, Mexico
5.2109 Lürzer’s ARCHIVE
81
Public Events
Good films for people who like good films. Campaign for Cineville, a film club in The Netherlands, showing the wide range of “good films” they have on offer through 10 scenes in different genres.
82
Lürzer’s ARCHIVE 8.2110
Public Events
∆ ‡ ∏ ∂
5.2111 Lürzer’s ARCHIVE
KesselsKramer, Amsterdam Rens de Jonge Maartje Slijpen, Tristan Roques Rens de Jonge, Brenda Waegemaekers
83
Public Events
Ad for the SKVOT online school.
84
∆ ANGRY, Kiev ‡ Serhiy Malyk
∏ Inna Alimova ∂ Serhiy Malyk
Lürzer’s ARCHIVE 8.2112
Public Events
∆ ‡ ∏ ≥ 5.2113 Lürzer’s ARCHIVE
The Garage Team Mazda, Altadena, California TJ Bennett, Kurt Brushwyler Zak Masaki Dana Hursey 85
Public Events
Ad for Forum 2000, a foundation and conference of the same name held in Prague, founded in 1996 as a joint initiative of Czech President Václav Havel, Japanese philanthropist Yohei Sasakawa, and Nobel Peace Prize laureate Elie Wiesel. 86
∆ ‡ ∏ ∂
VCCP, Prague Dejan Stajnberger Marek Farkas Alena Pondelickova Lürzer’s ARCHIVE 8.2114
Publishers, Media
∆ ‡ ∏ ∂ 5.2116 Lürzer’s ARCHIVE
OLIVER Agency, London Sam Jacobs Liam Smith, Sam Jacobs Rae Stones, Sam Jacobs 87
Publishers, Media
Watch Brasil TV. Your mobile tv wherever you are. Campaign for a streaming service.
88
∆ R&G, São Paulo ∏ Rafael Gil ∂ Gustavo Costa
∞ Rafael Gil ⁄ Rafael Gil
Lürzer’s ARCHIVE 5.2117
Publishers, Media
Campaign for El Futbolero, a website dedicated to football.
5.2118 Lürzer’s ARCHIVE
∆ GC Herrera / FCB&FiRe, Quito ‡ Omar E. Montaño ∏ Carlos Cisneros
∂ Juan Pablo Enriquez ≥ Ramiro Cueva
89
Publishers, Media
Campaign for Danish daily newspaper Politiken.
90
∆ &Co. / NoA, Copenhagen ∏ Rune Petersen ∂ Kristian Eilertsen
≥ Morten Bengtsson ⁄ Morten Grundsøe
Lürzer’s ARCHIVE 5.2119
Publishers, Media
There are histories that need support. Tugó supports books.
5.2120 Lürzer’s ARCHIVE
∆ Buentipo Anchor, Bogotá ‡ Christian Tufano, Daniella Pedraza, Joffre Carmona
∏ Eugenio Reyes, Daniella Pedraza, Carlos García
∂ Christian Tufano ∞ Nicolas Rivera
91
Publishers, Media
Campaign for O Estado, a daily newspaper published in São Paulo, Brazil.
92
∆ Bolero Comunicação, Fortaleza, Brazil ‡ André Mota
∏ Jorge Sobreira ∂ Emmanuel Brandão, Thómas Fernandes
Lürzer’s ARCHIVE 5.2121
Publishers, Media
∆ ‡ ∏ ∂ 5.2122 Lürzer’s ARCHIVE
KesselsKramer, London Dave Bell Tom Healey Charlie Bowden 93
Publishers, Media
∆ Grey Colombia, Bogotá ‡ Juan Jose Posada, Oscar Muñoz, Sebastian Benitez 94
∏ Juan Jose Posada, Oscar Muñoz, Christian Avendaño Cendales ∂ Sebastian Benitez, Andrés Nuñez Lürzer’s ARCHIVE 5.2123
Retailers
Pay-Off: The wonderful everyday.
5.2119 Lürzer’s ARCHIVE
∆ Mother, London
95
Retailers
96
Lürzer’s ARCHIVE 5.2120
Retailers
∆ Leo Burnett, Riyadh ‡ Mohammed Sehly, Mohammed Bahmishan
Bogotá 34.56.7.0. Internet never close. Ad for the Mercado Libre online shop.
5.2121 Lürzer’s ARCHIVE
∆ Sancho BBDO, Bogotá ‡ Mario Lagos, Diego Tovar, Jorge Valencia
∏ Esteban Fino, Sebastian Romero
∏ Mohammed Sehly ∂ Mohammed Bahmishan ≥ Ahmed Othman
∂ Jonathan Castillo, Sebastian Pelaez, Sergio Leon Novoa ⁄ Flare Colombia
97
Retailers
∆ ‡ ∏ ∂ ≥
98
McCann, Manchester Dave Price Mike McGuinness Hannah Tudor Ryan Edy
Lürzer’s ARCHIVE 5.2122
Retailers
Someone should tell NASA lifeforms from other worlds have already arrived.
Great for starting conversations that begin with “What the hell is that?”.
Relax. It only looks like an invader from another planet. Pay-Off: Rare and unique aquacultured corals. Poster campaign for a company that sells rare and exotic corals.
∆ Other, LLC, Boulder, Colorado ‡ Lynn Fredericksen ∏ Lynn Fredericksen
5.2123 Lürzer’s ARCHIVE
∂ Lynn Fredericksen ≥ Mario Gambacorta
99
Retailers
775 rooms. 78 bathrooms. A bit of stretch? It’s not only this. Wallpapers of more than three centuries old. Hugh windows with not so simple red curtains …
In 1958, Oscar Niemeyer handed the keys to its first dweller. Since then, more than sixteen presidents already lived in this ostentation …
Until 1942, nobody was able to say what was in there, but anyone could guess the exaggeration hidden in that place. A place of 700.000m2 surrounded by huge walls. Inside of it, 980 buildings with 8,707 rooms. Sculputures … Campaign for Rio Decor, a furniture and decoration shopping mall in Brazil. ∆ 3a Worldwide, Rio de Janeiro ‡ Pedro Portugal, Henrique Carvalho, João Ricardo Santos ∏ Thiago Santos ∂ Guilherme Haas, Pedro Portugal
100
Lürzer’s ARCHIVE 5.2124
Services
Ad for the Lebanese Armed Forces.
5.2116 Lürzer’s ARCHIVE
∆ TBWA\RAAD, Dubai ‡ Walid Kanaan, Alexander Pineda
∏ Hugo Agostinho ∂ Simon Raffaghello ∞ Rijin Kunnath
101
Services
102
Lürzer’s ARCHIVE 5.2117
Services
∆ ‡ ≥ ⁄ 5.2118 Lürzer’s ARCHIVE
Anomaly, London David Lawrie Nick Hall One White Chair 103
Services
Campaign for Welti-Furrer, a leading company for fine art transports.
104
Lürzer’s ARCHIVE 5.2119
Services
∆ Ruf Lanz, Zurich, Switzerland ‡ Markus Ruf, Danielle Knecht-Lanz 5.2120 Lürzer’s ARCHIVE
∏ Isabelle Hauser, Mario Moosbrugger, Dave Schellenberg
∂ Markus Ruf ∞ Mario Moosbrugger
105
Services
Campaign for Alexa is a human, a non-governmental organisation that advocates for children, women and families affected by the use of human names as brand names.
106
Lürzer’s ARCHIVE 5.2121
Services
5.2122 Lürzer’s ARCHIVE
∆ Panto + Carlos, Bogotá ‡ Stefan Fontana ∏ David Pantoja
∂ Carlos Arredondo ∞ Sebastian Santafe ∫ Mercedes Baena
∆ Milk, Vilnius ‡ Rimantas Stanevicius ∏ Justas Radvinauskas
∂ Vilius Gostevicius ∞ Kristina Alijosiute
107
Services
Campaign for a veterinary hospital. (Lucas Souza, a paleontologist, historian and illustrator recreated some long-extinct dogs, cats and birds, using a special color pencil technique, the illustrations took shape and the campaign was able to tell the story of each species, culminating in our “new species”: the Veros Veterinarius – the pets that we know and are going to know in the future.)
A new era in evolution and preservation of the species. Welcome to a new concept in veterinary medicine.
108
∆ McCann Health, São Paulo ‡ Alessandra Gomes ∏ Eduardo Basque
∂ Fernando Franchim, Rafael Montanhini, Thaiz Alvarenga
∞ Lucas Souza ⁄ Eduardo Basque
Lürzer’s ARCHIVE 5.2123
Services
Made with clean energy. Campaign for Colombian energy company CHEC.
5.2124 Lürzer’s ARCHIVE
∆ Panto + Carlos, Bogotá ‡ Stefan Fontana ∏ David Pantoja
∂ Carlos Arredondo ≥ Mantel Studio
109
Services
Campaign for Uber Eats, Uber’s online food ordering and delivery platform.
110
∆ ‡ ∂ ≥
Wolf BCPP, Santiago de Chile Gonzalo Baeza Alberto Gormaz Gabriel Schkolnick
Lürzer’s ARCHIVE 5.2125
Services
Free. – The best of the internet. At the price of how you actually use it. Campaign for an Internet provider.
5.2126 Lürzer’s ARCHIVE
∆ ‡ ≥ ⁄
Buzzman, Paris Julien Doucet Jef Boes Eclipse Retouching 111
Social & Environment
112
Lürzer’s ARCHIVE 5.2173
Social & Environment
Campaign for The Chrysalis Initiative, a digital platform for woman of color battling breast cancer.
5.2174 Lürzer’s ARCHIVE
∆ Intouch Group, New York ‡ Nicholas Capanear, Susan Perlbachs ∏ Nicholas Capanear, Ivan Blotta
∂ Ronald Larson ∞ Luciano Cian ∫ Luciano Cian
113
Social & Environment
114
Lürzer’s ARCHIVE 5.2175
Social & Environment
∆ Grey, London ‡ Costanza Rossi, Celeste Dalairac
∏ Chaz Mather ∂ Lucy Jones ⁄ Steve Price, Sunir Patel
5.2176 Lürzer’s ARCHIVE
∆ ORO Comunicação, Belo Horizonte, Brazil ‡ Tiago Matte ∏ Paulo Soares
∂ Maria Eduarda Faria, Guilherme Kentish ≥ Pedro Gravata ∞ Gustavo Santos 115
Social & Environment
∆ Steve, Paris ‡ Dorbais Edouard, Guillaume Lartigue
116
∏ Benoit Jung ∂ Antoine Barth ≥ Ale Burset
Lürzer’s ARCHIVE 5.2177
Social & Environment
To be a woman must not be a condemnation. Please donate now and help amnesty.at/afghanistan.
5.2178 Lürzer’s ARCHIVE
∆ Demner, Merlicek & Bergmann, Vienna ‡ Alistair Thompson ∏ Lukas Hueter
117
Social & Environment
∆ Area 23, New York ‡ Tim Hawkey, Elliot Langerman, Marcus Kawamura ∏ Eduardo Tavares, Felipe Munhoz, Leonardo Arcoverde ∂ Bruno Brasileiro, Victor Afonso ∞ Black Madre Atelier ∫ Arthur Daraujo ⁄ Lamano Studio
118
Lürzer’s ARCHIVE 5.2179
Social & Environment
Pro Infirmis is the national umbrella organization for people with physical, cognitive and mental impairments in Switzerland. It runs counseling centers and represents the interests of impaired people to government. 5.2180 Lürzer’s ARCHIVE
∆ ‡ ∏ ∂ ≥
CRK, Zurich, Switzerland Christian Bircher Christian Bircher, Lena Klein Wolfram Scherer Jonathan Heyer 119
Social & Environment
∆ Epic Thunder Power Blast, Copenhagen ‡ Peter Dubienko ∏ Peter Dubienko
120
Lürzer’s ARCHIVE 5.2181
Social & Environment
∆ Lewis Communications, Mobile, Alabama ‡ RT Herwig ∏ Alex Yancy, Audrey Mecke 5.2182 Lürzer’s ARCHIVE
∂ Evan Beasley ≥ Jeff Williams ⁄ Andy Cargile
121
Social & Environment
∆ Abbott Mead Vickers (AMV) BBDO, London ‡ Jim Hilson, Toby Allen
122
∏ Scott Kelly ∂ Ben Polkinghorne ∫ Mario Kerkstra
Lürzer’s ARCHIVE 5.2183
Social & Environment
∆ Lion Heart, Lima ‡ Luis Leon
5.2184 Lürzer’s ARCHIVE
123
Social & Environment
Campaign for a special edition of the Columbia Journalism Review, a biannual magazine for professional journalists, that covered every mass shooting in the past three years.
124
Lürzer’s ARCHIVE 5.2185
Social & Environment
∆ Area 23, New York ‡ Tim Hawkey, Elliot Langerman, Marcus Kawamura 5.2186 Lürzer’s ARCHIVE
∏ Eduardo Tavares, Felipe Munhoz, Arthur Daraujo
∂ Bruno Brasileiro, Clay MacGuire, Patrick Egan
∫ Nicholas Kong, Fabio Barros, Madeline Arch ⁄ Bruno Calçada 125
Social & Environment
∆ Ruf Lanz, Zurich, Switzerland ‡ Markus Ruf, Danielle Knecht-Lanz 126
∏ Isabelle Hauser, Mario Moosbrugger ∂ Markus Ruf ≥ Carioca ∞ Carioca Lürzer’s ARCHIVE 5.2187
Social & Environment
I See You (Ik zie je) is the theme for the new campaign of 113, suicide prevention in The Netherlands. The campaign encourages people to check in on their friends and family members when they don’t feel well. 5.2188 Lürzer’s ARCHIVE
∆ KesselsKramer, Amsterdam ‡ Gijs van den Berg
∏ Gijs van den Berg ∂ Sophie Rijnaard ≥ Coco Olakunle
127
Social & Environment
“Hitler, Stalin, Mussolini, Franco – you have to do everything yourself.“ Your dictatorship.
“If you don’t vote, I’ll muzzle you.“ Your dictatorship.
128
Lürzer’s ARCHIVE 5.2189
Social & Environment
“Let’s make common cause. There is nothing you’ll have to do“. Your dictatorship.
“Let me tell you an eternal secret: History keeps repeating itself.“ Your dictatorship. Pay-off: Vote before it’s too late.
5.2190 Lürzer’s ARCHIVE
∆ ‡ ∏ ∂
ART-KON-TOR, Jena, Germany Constanze Morigerowsky Julia Netz Roland Weber 129
Social & Environment
130
Lürzer’s ARCHIVE 5.2191
Social & Environment
∆ Leo Burnett, Milan, Italy ‡ Giuseppe Pavone, Luca Ghilino
5.2192 Lürzer’s ARCHIVE
∏ Michele Cireddu, Giovanni Duò, Stefano D’Andrea ∂ Caterina Berti 131
Social & Environment
∆ Noah’s Ark, Lagos ‡ Lanre Adisa, Abolaji Alausa, Maurice Ugwonoh
132
∏ Gabriel Olonisakin ∂ Abolaji Alausa, Mabayomije Akinyemi, Segun Odejimi ⁄ Olumaiye Aladeniji
Lürzer’s ARCHIVE 5.2193
Social & Environment
∆ Serviceplan, Munich, Germany ‡ Alex Schill, Jan Grothklags, Falk Pegelow 5.2194 Lürzer’s ARCHIVE
∏ Tilo Richter, Jennifer Meins, Stefanie Garlin ∂ Jörn Lepper 133
Social & Environment
∆ Jandl, Bratislava ‡ Alex Strimbeanu ∏ Lukas Fecko
134
∂ Viliam Šedivý, Jakub Jurica, Tomas Klas ≥ Boris Nemeth Lürzer’s ARCHIVE 5.2195
Social & Environment
∆ ‡ ∏ ∂ 5.2196 Lürzer’s ARCHIVE
Kiss, Lisbon Pedro Batalha, Gonçalo Felix da Costa, Paulo Afonso Tiago Mesquita Nuno Gaspar 135
Social & Environment
Ad for We, the children, the first Bulgarian online children’s bookstore.
136
∆ Together, Sofia ‡ Angel Iskrev ∏ Boyana Alexieva
∂ Valentina Dencheva ∞ Boyana Alexieva
Lürzer’s ARCHIVE 5.2197
Social & Environment
∆ Artplan, São Paulo ‡ Alessandro Bernardo, Carla Cancellara, Andre Batista 5.2198 Lürzer’s ARCHIVE
∏ Andre Ignatiuk ∂ Chico Lucas, Zeca Pinto ∞ Black Madre 137
Social & Environment
∆ Ogilvy Honduras, Tegucigalpa ‡ Cesar Chinchilla, Wanda Cálix, Andres Villalobos 138
∏ Cesar Chinchilla, Sebastian Bullorini ∂ Daniel Palala ∞ Cesar Miralda ⁄ Cesar Miralda
∆ Immersion Creative, Vancouver ‡ Mike Catherall ∏ Katie Lapi
∂ ≥ ∞ ∫
Mike Catherall Peter Holst Marie-Helene Babin Katie Lapi Lürzer’s ARCHIVE 5.2199
Social & Environment
Campaign for the Department for Opportunities, which focuses on the improvement of social mobility in the UK.
5.21100 Lürzer’s ARCHIVE
∆ ‡ ∂ ⁄
Creature, London John Osborne, Ben Middleton, Stu Outhwaite-Noel Adi Hussain Tim Green
139
Sports
140
Lürzer’s ARCHIVE 5.2106
Sports
Campaign for DISTANCE, a boutique running store, in response to the new 30km/h speed limit in Paris.
5.2107 Lürzer’s ARCHIVE
∆ BETC, Paris ‡ Stephan Schwarz
∏ Julien Vergne ∂ Alexandre Girod
141
Subscriptions now up to 20% cheaper!
Full Subscription from € 127 * Print Subscription from € 77 * Digital Subscription from € 89 Student Subscription from € 43 * LuerzersArchive.com/Shop
*Net annual rate. Shipping costs, which vary from country to country, must be added
Travel & Leisure
Ad promoting the opening of the citizenM hotel in Los Angeles.
5.2109 Lürzer’s ARCHIVE
∆ KesselsKramer, Amsterdam ‡ Dave Bell
∏ Tash Randolph ∂ Charlie Bowden ≥ Corinne Schiavone
143
Travel & Leisure
∆ ‡ ∏ ∂ ∞
Ad for Newfoundland & Labrador Tourism.
144
Bechtle & Milzarajs, Vilnius Antonio Bechtle Janis Milzarajs Antonio Bechtle Tomas Panavas
∆ ‡ ∏ ∂ ≥ ⁄
Target, St. John’s, Canada Kevan Kalyan Kevan Kalyan Jordan Finlayson Julian Calverley Julian Calverley
Lürzer’s ARCHIVE 5.2110
The work featured in the following spread has been nominated for the Lürzer’s Archive International Student of the Year Award 2022. This is an annual award whose winner is chosen by our readers.
Find out more at LuerzersArchive.com
Students Contest
∏ ∂ ƒ ◊
Only 3,500 tigers are left in the wild …
146
Alejandra Beltran Javier Bayona Leon The Pub School, Guayaquil, Ecuador Andres Celis, Valentina Diaz Salama
∏ Sierra Fentress ∂ Sierra Fentress ƒ S.I. Newhouse School of Public Communications at Syracuse University, Syracuse
Lürzer’s ARCHIVE 5.2105
Students Contest
… to conquer those mountain rivers. It’s you vs. nature, let’s face it, … Ad for Flo Safe Suits.
Each year, thousands of athletes have their careers cut short due to concussions …
5.2106 Lürzer’s ARCHIVE
∏ Gina Holdsworth ∂ Gina Holdsworth
ƒ Stellenbosch Academy of Photography and Design, Cape Town ◊ Caroline Piotrowski
∏ Sierra Fentress ∂ Sierra Fentress ƒ S.I. Newhouse School of Public Communications at Syracuse University, Syracuse
147
Classics
∆ Centura, Singapore ∏ Wie Ming
∆ ∏ ∂ ≥
∂ Perry Goh ≥ Wie Ming
Abbott Mead Vickers (AMV) BBDO, London Jeremy Carr Jeremy Carr Faiyaz Jafri
A spread featuring a selection of print ads that were all originally showcased in Lürzer’s Archive 20 years ago in 2001.
148
Lürzer’s ARCHIVE 5.2105
Classics
Club 18-30
∆ Saatchi & Saatchi, London ∏ Ant Nelson
Everyone’s clamoring for lifelong ties. Mey already has them. “Bund fürs Leben” is flowery German term for “marriage”, the word “Bund” can also refer to the waistband of (under)pants. In summer 2001, same-sex marriages were legalized in Germany.
5.2106 Lürzer’s ARCHIVE
∆ ∏ ∂ ≥
∂ Mike Sutherland ≥ Trevor Hart
Jung von Matt, Hamburg, Germany Vera Hoescheler, Benjamin Hartwig Christina Coates, Andy Dankelmann Studio Düttmann
149
New Books Gus Van Sant
The Art of Making Movies Editor Katya Tylevich published by Lawrence King 288 pp, £ 20
With the notable exception of Good Will Hunting, I have always been a big fan of films by Gus Van Sant. My Own Private Idaho and Elephant may be among my personal top ten of this filmmaker’s prodigious output. From Drugstore Cowboy to Elephant, and Milk, Gus Van Sant’s films have captured the imagination of more than one generation. Alongside his filmmaking, and I have only vaguely known about this, Van Sant is also an artist, photographer and writer. Based on a series of completely new and exclusive interviews, this book provides a personal insight into how hesuccessfully approaches these different and varied art forms, providing an inspirational look into the working life of one of America’s most pivotal cultural and creative practitioners.
Furoshiki
And the Japanese Art of Gift Wrapping Editor Tomoko Kakita published by Laurence King 144 pp, £ 12.99
Furoshiki has long been part of Japanese culture. During the Edo period, the custom of storing and transporting one’s clothes in a bath towel, called furoshiki in Japanese, emerged. However, the origins of the cloth as a means of transporting and packaging goods probably go back even to the Nara period, about a thousand years before the Edo period. Today, the furoshiki is used for all kinds of purposes, including gift wrapping. In Japan, gift giving is an important cultural ritual, and the presentation is just as important as the gift itself. This book from Laurence King Publishing, the only modern practical guide to this ancient practice, allows you to discover a variety of styles, involving knotted or intricately folded furoshiki or tsutsumi cloth. 150
New Books The Art of Protest
Political Art and Activism Editors Francesca Gavin and Alain Bieber published by gestalten 336 pp, € 45, £ 40, $ 60
Thanks to art’s ability to communicate and influence, it has always had a charged relationship with activism and politics. And, given the tumultuous times in which we live, with traditional democracies being challenged from all sides, the changing climate, global movements for social justice, and political upheaval causing millions to search for a better life abroad, this relationship has never been more important. Art and Activism explores the connection between art, politics, and activism today, revealing how, over the past decade, artists have been engaging with political and social issues of all kinds, through different artistic mediums.
Marvel by Design
Graphic Design Strategies of the World’s Greatest Comics Company Editor Liz Stinson published by gestalten 320 pp, € 50, £ 45, $ 69
This is an essential title in anyone’s library to understand not only comic history but also the language of pop culture. The evolution of Marvel’s graphic design has been key in the successful transformation of the brand through the ages, adapting to a challenging and evolving media environment, and making it an unrivaled example of charismatic heritage and ongoing innovation. As one of the most recognisable brands in the world, Marvel has a rich history of over 60 years inspiring readers, creatives, and fans. This book explores the history of Marvel’s visual language by dissecting the logos, layout templates, typography, covers, and other visual elements, as well as the influence it has had on graphic design, art, advertising, and more.
Books selected by Michael Weinzettl. 151
Film ACCESSORIES
AUTOMOTIVE
1. Cartier “Magic’s in the box” This worldwide campaign brings together a number of famous friends of Maison Cartier, including Willow Smith, Jackson Wang, Lily Collins, Monica Bellucci, Mélanie Laurent, and Troye Sivan. A magical moment, as could only happen Cartier’s iconic red box.
2. Seat “We move like you move” In this spot, SEAT demonstrates how it is disrupting the market showing how city centers can transform by introducing new kinds of mobility. One where cars are no longer the only solution.
∆ Publicis Luxe, Paris ‡ Antoine Bonodot ∏ Benoit Chanson, Jeremy Givord, Valentin Fillet ∂ François Pelce ≤ Charlotte Wales ± Mathematics
∆ C14, Paris ‡ Alexander Kalchev, Pierre Mathonat, Alexis Benbehe ∏ Shanel Redzheb ∂ Lucie Guidon ≤ Michel Gondry, Olivier Gondry ± Partizan, Studio 5, Mikros
3. Ford Ranger “Night Swimming” “Night Swimming”, subverts pickup category conventions of trucks battling dusty deserts and rocky mountains, piloted by rugged outdoorsy men. This one features beautiful underwater scenes of people swimming at night, apparently in a pool. ∆ Abbott Mead Vickers (AMV) BBDO, London ‡ Alex Grieve, Nadja Lossgott, Nicholas Hulley ∏ Steve Hopkins, Steve Hopkins ∂ Martin Loraine ≤ Adam Berg ± Smuggler
BANKING & INSURANCES
4. Barclaycard “There’s more to Barclaycard” In a world where everything has become dominated by “cool”, the eternal icon of cool Grace Jones is partnering with Barclaycard to ask, “Why does everything need to be cool these days?” ∆ Droga5, London ‡ David Kolbusz, Matt Hubbard ∏ Simon Allen ∂ Patrick Silla ≤ Andreas Nilsson ± Biscuit Filmworks
5. Rollin’ Car Insurance “Rollin’ Launch 60” Rollin’ ball “Larry” demonstrates the importance of not being tied down by car insurance. ∆ Bear Meets Eagle On Fire, Sydney ‡ Andreas Nilsson ≤ Andreas Nilsson ± Revolver, Paddington
6. John Lewis Home Insurance “Let Life happen” With a soundtrack featuring Stevie Nicks growling “Edge of Seventeen”this commercial revolves around a charmingly gender-fluid child and the havoc they wreak around the house when going on a highly dramatic rampage. Unfortunately, the ad had to be pulled as it turns out, John Lewis Home Insurance won’t cover an intentionally smashed up house! The damage can, fortunately, be reported to and taken care of by John Lewis home insurance. Which is why we simply should “let life happen.” ∆ adam&eveDDB, London ≤ Tom Kuntz ± MJZ
152
Film BEVERAGES, ALCOHOLIC
7. Brewdog “Beer for all” Brewdog prides itself on being the most ”honest” advertiser, here, the brewery tells us who the beer is made for. “Not just for laughing hipsters, or clichéd father son moments … It’s for virtually everyone. Because we’re the first carbon neutral brewery”. So they’re the “world’s favorite beer”. ∆ Droga5, London ‡ David Kolbusz, Shelley Smoler ≤ Jeff Low ± Biscuit Filmworks
10. Coca-Cola “Open like never before” Coca-Cola invites us to celebrate the real magic of humanity, capturing magical moments of connection shared between friends and family, humans and nature. Created and produced during lockdown, the film was shot and finished remotely within 6 weeks and has been launched in over 50 countries. ∆ 72andSunny, Amsterdam ‡ Emiliano Trierveiler, Carlo Cavallone, Laura Visco ∏ Renee Lam, Masaya Kochi ∂ Constanze Bilogan ≤ Indra Herö Wide, Gustav Johansson, Marcus Ibanez ± new-land London, Cabin Editing Company, Wave Studios London
BEVERAGES, NON-ALCOHOLIC
8. Heineken “A Lockdown Love Story” The difference between online- and real-live dating is at the center of the latest spot from Heineken in Italy. ∆ Publicis Milan, Italy, Le Pub, Amsterdam ‡ Alessandro Candito ∏ Daniele Tesi ∂ Christopher Penman ≤ Show Yanagisawa ± Division
9. Coca Cola “Real Magic” In the company’s first global brand platform in five years, Coca Cola (in collaboration with Virtue Worldwide) presents the “real magic” of living in the moment. This ethos celebrates human connection amidst the chaos of the modern world. This campaign involves a new brand design for Coca Cola, including a “hug” logo further emphasizing this theme of interconnectivity. ∆ Virtue Worldwide, New York ‡ Ciaran Bonass ∏ Imogen Wilson ≤ Riley Blakeway ± Heckler Singapore
COMPUTERS
COSMETICS
11. Apple iPhone “Saving Simon” Oscar-nominated directors Jason and Ivan Reitman highlight some of the newest features on iPhone 13 Pro Macro and Cinematic modes in a charming holiday card to the world. Set to the tune of “You and I” by Valerie June, the story follows a little girl who desperately tries to preserve the magic of the holidays all year round. When her snowman begins to melt outside at the turn of the season, she stows him in her family’s freezer to protect him from the changing weather, periodically checking on him through the year.
12. Unilever’s Pond’s Men “Dull Face” This new commercial for Pond’s face cream features the Simple Minds hit “Don’t You Forget About Me” and encourages men not to be overlooked because they might suffer from “dull face”. ∆ Ogilvy & Mather, Singapore ‡ Guilherme Camargos ≤ Diego Núñez Irigoyen ± Stink
∆ TBWA\Media Arts Lab, Los Angeles ≤ Jason Reitman, Ivan Reitman ± Bob Industries
153
Film FASHION
FOOD
13. Burberry “Open Spaces” Produced by Riff Raff Films, this surreal take on iconic British fashion house Burberry shows four individuals floating through fields, designed to reflect a feeling of artistic freedom. In the end, the four are pulled together as they fly through the sky, further presenting the brands dedication to connectivity and teamwork.
14. McDonalds “Imaginary Iggy” Scored with a cover of Cyndi Lauper’s classic “Time After Time”, McDonald’s presents a heartwarming Christmas story. A young girl, Matilda, forms a bond with her imaginary friend Iggy. As the years pass and she grows up, Matilda forgets about her friend until the spirit of Christmas rekindles her innocence.
∆ Riff Raff, London ‡ Megaforce, Riccardo Tisci ∏ Rachel Crowther ∂ Megaforce ≤ Megaforce ± Riff Raff, London
∆ Leo Burnett, London ‡ James Millers, Andrew Long ∏ Cristina Rosique Gomez ∂ Amy Bushill ≤ Bert and Bertie
16. Chipotle “A Future Begins” Scored by a plaintive re-imagining of Coldplay’s “Fix You” by Kacey Musgraves, Chipotle has released a stop motion animation sequel to their award winning 2011 short film “Back To The Start”. Based on the lives of Chipotle farmers (and in support of the 2023 Farm Bill), the film shows a child leaving their family farm to start college. As the farm starts to decline, the child returns to introduce more sustainable farming methods (which Chipotle use in their own working practises) and saves the day.
17. Wagamama “Vegamama” A Godzilla-type monster running amok in a dystopian future setting out of a Sci-Fi thriller is easily appeased by the fast food brand’s motto that “Eating more plants can help our planet.”
∆ Observatory, Los Angeles ‡ Shelley Sheppard ∏ Gordon Allen ≤ Johnny Kelly ± Nexus Studios 154
∆ Uncommon Creative Studio, London ≤ Vedran Rupic ± Riff Raff Films
15. McDonalds Canada “Steal My Fries” In true Broadway musical style, McDonalds opens this ad with a song. After a year of being apart in isolation, the main character croons that his friend can steal his fries anytime. ∆ Cossette, Toronto ‡ Alexandre Gadoua ∏ Zuheir Kotob ∂ Jason Soy ≤ Max Sherman
18. KFC “The Fox” CCTV images of a fox trying to enter in a KFC – probably attracted by the smell of tasty chicken. “Real chicken lovers are not mistaken”. ∆ Havas Paris, Paris ‡ Christophe Coffre ∏ Matthieu Hamon ∂ Antoine Palle
Film FURNITURE
PHARMACEUTICALS & OTC
RETAILERS
19. Dunelm “Dun Your Way” The ad starts with the residents of a particularly bland city rising against the conformist media’s “Be the same” message by sprucing up their home with colorful and stylish Dunelm furnishings.
20. Durex “The Breakup” As Australia comes out of an extended lockdown, Durex advises us to “play safe” with others for those who have had to “self-care” during isolation in this tongue-in-cheek ad spot.
21. Interflora “Remember those you love” In this poignant and heart-wrenching ad spot from Danish flower delivery service Interflora, we follow the date nights at the cinema of a young couple, beginning in the 1960s. Working with agency PONG, Interflora have created a cinematic short film that reminds us why we get flowers in the first place… to remember those we love.
∆ Creature, London ‡ John Osborne, Ben Middleton, Stu Outhwaite-Noel ∏ Megan Egan ≤ Stephen Pipe ± Tantrum, London
22. Lidl “Karmarama” Lidl’s Christmas spot builds on the success of 2019 and 2020’s “Big On a Christmas You Can Believe In”. We open on a traditional Christmas lunch with all the trimmings, showcasing Lidl’s festive food range and a typical yuletide family conversation. Viewers are then taken by surprise with another scene of the same group at the Christmas table, this time set decades in the future. The next iteration shows an even more futuristic Christmas dinner.
∆ Energy Studios, Singapore ≤ André Rodrigues ± electriclimefilms
∆ PONG, Nørrebro, Denmark ‡ Mikkel Elung ∏ Sigurd Bjerre ∂ Mikkel Elung ≤ Martin Werner ± Bacon
23. Ikea “Brawn Bears” This campaign takes on the everyday challenges that stop the home from being a haven. Whether that’s work interrupting playtime or the stresses brought home from the day; IKEA’s mission is to help customers achieve the space they deserve. ∆ Mother, London ≤ Tom Noakes ± Prettybird
24. Penny Supermarkets “Mother and Son” The perfect Xmas spot for our lockdown-plagued times. A mother muses about what her adolescent son is missing out on as a result Covid measures. ∆ Serviceplan Campaign, Munich ‡ Moritz Dornig ∏ Rebecca Labiner, Elvira Breit ≤ Marcus Ibanez
∆ Karmarama, London ‡ Joe Hold, Luke Ramm ≤ Gary Freedman ± Independent Films
155
Film RETAILERS
25. Sainsbury’s “A Christmas to Savour” Appropriately scored with Etta James’s “At Last”, Sainsburys celebrates families finally being allowed to be together this Christmas … even with all the chaos that the holiday might entail. Presented in one slow motion take, we see the familiar festive fun and pressures. After a year of isolation, the narration reminds us that, “it’s been a long time coming, let’s make it a Christmas to savour.” ∆ Wieden + Kennedy, London ‡ Joe de Souza, Juan Sevilla Mareno ≤ Ninian Doff ± Pulse Films
28. Hornbach “It can’t be bad” DIY Chain store Hornbach offers comforting thoughts to all amateur D.I.Y.-ers in this humorous video which suggests; “it can’t be bad, it was made by you”. ∆ Heimat, Berlin ‡ Guido Heffels, Marlon Fischer ∏ Fabian Lange ∂ Guido Heffels, Marlon Fischer ≤ Rune Milton ± Tony Petersen Film
156
26. Argos “This Christmas is going to be a big one!” Opening in a truly cinematic style, this Christmas ad from Argos cheekily claims, “baubles to last year, Christmas is on!” Directed in a truly hyperkinetic style by agency The & Partnership, this video should excite everyone for the festive season.
27. Tesco “There is nothing stopping us” The ad opens outside a Tesco store with a woman who is determined that nothing will stop her from enjoying Christmas dinner with her family. We follow her as she embarks on her journey home after being offered “a little help” from a Tesco worker.
∆ The & Partnership, London ‡ Yan Elliott, Micky Tudor ≤ Ernest Desumbila ± Iconoclast
∆ Bartle Bogle Hegarty (BBH), London ‡ Christine Turner, Kevin Masters ≤ Si&Ad ± Academy Films
29. Rappi Supermarket “Everything I Do” We go back to the ‘80s, with a tune classic by Brian Adams, using an aesthetic of the music videos at that time. All to make people understand that Rappi app delivery men, in addition to bringing food from restaurants, can also shop in a supermarket.
30. Mercado Libre “Iconic Kisses” Again, a play that discusses society and makes people think, fighting stereotypes and creating an environment for reflection. This is also the role of advertising. This campaign helps to normalise all forms of love.
∆ Wieden+Kennedy, São Paulo ≤ Quinto ± Barry Company ¬ PUNCH Audio
∆ GUT, São Paulo ‡ Linus Oura, Tiago Abreu, Bruno Brux ∂ Julia Mota, Paula Perego ≤ Vellas ± Saigon Filmes
Film SERVICES
31. IKEA “Every Home Should Be A Haven” Produced by independent creative agency Mother for IKEA, this playful video shows what appears to be a cute, animated teddy bear transform into a buff bouncer to ensure that its owners house is a safe space. The light-hearted ad ends on the note that with the help of IKEA, every person’s home can be a haven. ∆ Mother, London ≤ Tom Noakes ± Prettybird
34. Deutsche Bahn “All by myself” German Rails promotes its services after lockdown, encouraging companies to reconnect with their despondent clients. They are shown bored out of their minds in their offices, waiting desperately for business contacts to come visit them, by rail, of course. ∆ Ogilvy & Mather, Frankfurt am Main ≤ Cadmo Cintero ± Erste Liebe
32. Spotify “All Ears On You” Amidst the bustle of the modern world, Spotify shows us how to escape from it all in sonic bubbles of solitude in this creative ad spot. ∆ FCB, New York ‡ Gary Resch, Alexandre Abrantes, James Meiser ∏ Justin Batten ∂ Ken Syme ≤ Amber Grace Johnson ± Object & Animal
35. Bouygues Telecom “Fallin’” A woman and a man “meet cute” while trying to catch a falling phone. It is love at first sight. Over the years, we get to follow their lives during small and bigger moments, always through the slow-mo point of view of the same smartphone that keeps falling. Alicia Keys’ hit song “Fallin’” serves as the soundtrack. ∆ BETC, Paris ‡ Stéphane Xiberras, Olivier Aumard ∏ Jonathan Baudet-Botella ∂ Olivier Mille ≤ Vellas ± Frenzy
33. O2 “Better Connected” This spot brings customers on a journey of connection, as the Bubl army tiptoes its way into the homes of those without access to the internet. ∆ VCCP, London ‡ Jim Capp
36. Amazon “Kindness. The Greatest Gift” Named “Kindness, the greatest gift,” the advert is about how small acts of kindness have the biggest impact. ∆ Lucky Generals, London ‡ Joe Shoesmith ≤ Trey Edward Schults ± Academy Films
157
Film SERVICES
37. Orange France “Together Season” This film follows the daily life of an adorable snowman who is forced to stay inside his little frosted refrigerated house for several months until winter returns and allows him to meet his friends outside. ∆ Publicis Conseil, Paris ‡ Fabrice Delacourt ∏ Nicolas Hurez ∂ Kevin Salembier ≤ Adriana Legay ± Division
38. Posten “When Harry Met Santa” In this daring – at least for some – Christmas ad, Santa is shown developing a relationship with a man over the years. The two gradually form a bond every Christmas when Santa delivers the man his present. The spot ends with them sharing a kiss. This campaign is symbolic of a larger historical fact; 2022 marks the 50th anniversary of the decriminalization of homosexuality in Norway.
39. Amazon Prime “Unlikely Friendship” Amazon Prime’s debut European Christmas ad follows the burgeoning relationship between a lonely zookeeper and a hyena. The unlikely pair bond over their love of Amazon Prime content, watched on the zookeeper’s phone. He soon smuggles the hyena out of captivity to live with him. This endearing ad is scored with a gentle cover of the Charlie Chaplin-penned track “Smile” to enhance that cosy Christmas feeling.
∆ POL, Oslo ∏ Pia Emilie Lydstad ∂ Rikke Sofie Jacobsen ≤ Sacarias Kiusalaas ± B Reel Films
∆ Carmelo y Willy, Madrid ‡ Xuan Pham ≤ Chris Balmond ± Blur Films, OUTSIDER
SOCIAL & ENVIRONMENT
40. Vodafone Ireland “Each Christmas” In this touching ad from Vodafone, we see a young Irish couple grapple with the struggles of a long-distance relationship. They can still communicate with the power of mobile technology, proving that we must “believe in stronger connections.” ∆ Grey, London ‡ Roberto Kilciauskas, Pedro Rosa ∂ Jesse Little ≤ US ± Academy Films
158
41. SickKids Foundation “Be A Light” We can all help fight the dark cloud of childhood illness. Built in 1947, SickKids is simply too old of a facility to keep up with the ever-evolving threat of childhood illness. We needed to create a campaign that would rally people to become monthly donors, and help build a new, state-ofthe-art childrens’ hospital. ∆ Cossette, Toronto, Canada ‡ Craig McIntosh, Jaimes Zentil, Peter Ignazi ∏ Andrea Romanelli ∂ Jon Taylor ≤ Mark Zibert ± Scouts Honour
42. Psoriasis Cure Now “The Last Plague” A short film that wonders what life would be like as the last plague of psoriasis leaves the world due to humans finding a cure. ∆ Intouch Group, New York ‡ Nicholas Capanear, Susan Perlbachs ∏ Nicholas Capanear, Ivan Blotta ∂ Ronald Larson, Sara Blank, Diana Krulik-Bentzen ≤ Balazs Simon ± Airplan Studio
Film SPORTS
43. Public Service film “Love Doesn’t Hurt Anyone” This action packed P.S.A. from WeFilm uses strong violence to make its point, warning that the conclusion of the film may be “extremely disturbing” only to reveal two men kissing. The video ends on the note that some people may be more disturbed by this kiss than the gratuitous violence that preceded it. ∆ Wefilm, Amsterdam ≤ Dennis Lubbers
44. AFC Ajax “A Piece of Ajax” Johan Cruijf once said that football is a simple game, but playing simple football is the hardest thing there is. Creative director Thijs de Boer used this quote to explain that, in this sentence, you can replace “soccer” with “advertising” – the greatest art to an idea is to keep it simple. ∆ One:Nil, Amsterdam ‡ Thijs De Boer ± Falsum
45. Nike “New Fairies” Rayssa Leal was the silver medallist in skateboarding at the last Tokyo Olympics. She made thousands of girls start skateboarding in Brazil. Her nickname is ‘Fairy’ after she appeared in a fairy outfit at the start of her career. Like a Disney movie, this Nike commercial sells (a little) this dream to girls who might identify with it. ∆ Wieden+Kennedy, São Paulo ‡ Mariana Borga, Fabiano Higashi ≤ The Fridman Sisters ± Stink Films
TRAVEL & LEISURE
46. Singapore Airlines “Fly Again” Post-pandemic blues, this campaign tries to capture the bliss of being able to fly again. Floating, untethered people are ready to fly again. ∆ TBWA, Singapore ‡ Loo Yong Ping ∏ Germaine Chen ∂ Lauren Lim ≤ Roslee Yusof ± The Prosecution Film Company
47. Iceland Tourism “Introducing the Icelandverse” This satirical and tongue in cheek take on Mark Zuckerberg’s “meta re-brand” of Facebook also acts as a promotional video for Icelandic tourism. Actor Jorundur Ragnarrson brings an eeriness to his performance as “Chief Visionary Officer Zack Mossbergsson”, in a not so indirect impression of Mr Zuckerberg. ∆ SS + K, New York, Peel, Reykjavik ‡ Stevie Archer ∏ Monica Apodaca ∂ Evoy Cooper ≤ Allan Sigurdsson ± Pelikula
48. London Transport “Welcome Back” This campaign from London Transport welcomes back young Londoners who use public transport. After the lockdown, the ad serves to remind us that public transport is a major part of our lives, featuring real commuters in the video to further emphasise this reality. ∆ VCCP, London ‡ Simon Learman ≤ Simon Ratigan
159
Interview Roberto Fara was the curator for the Digital part of this issue.
Advertising cannot escape this new reality. Born in Buenos Aires and after his studies at university there, he moved to Spain where he worked at a couple of agencies in Barcelona, among them DoubleYou. Over four years, he advanced from Senior Art Director to Head of Visual Design. In 2012 he went to New York agency R/GA where he became ECD. Today, Roberto is back in Barcelona as Chief Creative Officer at Ogilvy Spain. Hi Roberto, thank you very much for selecting the Digital content for this issue. Can you tell us about your career so far, which has taken you from your native Buenos Aires to your present position as Chief Creative Officer of Ogilvy Spain? Thank you, it’s an honor. It’s been a long journey from graduating in the early 90s as a graphic designer to where I am now. Many things have changed but one thing has been leading me all the way: curiosity, about living in other cultures, experimenting with other disciplines and all kinds of innovation. When I was a kid I was fascinated with Leonardo da Vinci’s work, especially his inventions, and I think that in some way this has impacted every step in my professional career. Over all these years, I was lucky to collaborate
with the best talent around the world, work with amazing brands and now I have the opportunity to share my experience and inspire the next generation. How did you get into the ad business in the first place? You started out as an art director? Yes, I started as an art director, even though I always define myself as a designer. It was around 2008 at Doubleyou in Barcelona when I got into advertising after years working as a designer and visual artist, working in theatre, opera, concerts, events and collaborating with all kinds of artists. Was advertising always your career goal? When did you start to get interested In it? Not really. Advertising used to be something that I liked, as with many Argentinians, but I wasn’t especially interested in working in an ad agency. At that time I thought that advertising’s work was not so diverse or interesting, like multimedia or digital design where I could explore and experiment more. The Internet was a new world to discover without rules and plenty of space to expand my skills
Samsung Within is an interactive experience that gives viewers a fun way to find out more about the brand.
160
Interview and implement new ideas. But later when I joined Doubleyou I found a place where I could apply what I learned from many years of experimentation and do it for brands like Nike, Audi and Diesel. The agency’s idea-centric culture with a strong focus on innovation and creativity made me change my mind about advertising and I loved it. How did the move to the US and R/GA New York come about? Once you cut your roots for the first time it’s much easier to do it again. By 2012, I was feeling settled in Spain. I had a great job in a top agency and was doing great work, which led to some awards. Things couldn’t be better but it seems that every time I’m comfortable, the curiosity awakens. R/GA contacted me to join the Nike and Converse team, they were looking for people that have a hybrid background, a mix of stories and systems. I had other offers but their culture seemed a perfect fit for me, design, ideas, innovation and technology. I felt like I was in an amusement park. Is there any difference between working as a creative director in the US and Spain? Different challenges? If you think about the essentials, there’s no difference. But when you think about the market, budgets, opportunities and the professionalisation of the industry, there’s a big difference. In New York you can access huge budgets, select top global talent and create work in a strong market where advertising plays a big role. For me, it was a master class to challenge myself, my skills and my knowledge. I had to learn to be more thoughtful and specific in my language. At the same time, I was integrating more and more strategic thinking. My design and my presentation skills had evolved into something more rational and professional, but my Argentinian roots mixed with the Spanish culture I still carry the passion and ingenuity to create things without big money and that’s essential to overcome the challenges we have in Spain. Over the years you have worked for top global brands such as Nike, Google, Samsung, eBay, Audi, Diesel, Coca-Cola and Converse among others. What of the work are you proudest of and what were some of the highlights? I have special love for some of my first projects in Doubleyou like Mahou’s Wiikipeli the first wiki-movie where users could make decisions as movie directors or a photolook for Diesel Sex Sells where jeans were presented in kama sutra positions. Once in New York, I had the chance to work on the redesign of nike.com and converse. com. Both designs are still the base of their current websites. Over the last few years, I’ve worked for Samsung global creating really beautiful work for “Do What You Can’t”, creative platforms like Samsung Within or Samsung Quantum Gallery among others. Although I’ve loved the work for such brands I’m very proud of two projects that we made at Ogilvy Spain over the pandemic CruzCampo “Heavily Accented” Lola Flores deep fake TV spot and Zalando Street. All because they showed what kind of work we want to do. Some find that digital has become the most important communication ad platform for a brand. Do you agree? How do you assess print and film in relation to that? Totally agree. For some of us digital has been our reality for the last 20 years but it seems that the pandemic has pushed the last pieces to establish it as a reality for everyone. Advertising cannot escape this new reality, the industry and brands need to rethink how, where and when to communicate but most importantly how to connect and interact with consumers. Print and film are evolving, integrating visual languages or cultural behaviours from digital platforms. In the next few years we’ll see more innovation in films, on TV or digital platforms, introducing new technologies that will expand the user experience. Can’t wait to see it. Where and how do you get inspiration for your work? Everywhere. I’m a very curious person so I’m always researching different subjects, analysing, reading and following people from all sorts of disciplines. Although I like to be inspired by other agencies and people in the industry, sometimes my inspiration comes from the street and other times comes from a laboratory. Since the first day I had access to the Internet, I never stopped searching. How does Roberto Fara refuel his creative engine? I’m still a newbie in this industry who is looking to do his best work.
Zalando has teamed up with Google, Ogilvy Madrid and relevant content creators to create “Street it all,” a platform designed to bring street culture everywhere.
161
Interview Every creative brief makes me feel excited and nervous like the first time but when I’m in a brainstorm, it’s fun and energetic to play and think crazy ideas with other people. We’re living a great time for ideas and creativity. There are so many new technologies, platforms and realities to play with and explore. What is your impression of what the pandemic has done to the industry? Do you think digital has fared better than other media? The pandemic has pushed us to change some things pretty fast. We all had to adapt our workplaces and team dynamics but now it seems normal. We connect much easier with other people around the world allowing us to collaborate more often between offices. At the same time, it has been an awakening about our purpose and our role in society. I believe that creativity should help to make a better world and agencies have to collaborate with brands to do so, while having a positive impact on their businesses. Probably digital media was better prepared but I’m optimistic that things will evolve and get better with traditional media because it’s still an important part of our culture.
With “Heavily accented,” Andalusian beer brand Cruzcampo brought famous spanish artist Lola Flores back to life to demonstrate the importance of remembering your roots.
162
Samsung challenged five motion graphic influencers to artistically represent the upcoming QLED features.
Digital
Change the Ref – The Unfinished Votes In 2018, Joaquin Oliver was shot and killed in the Parkland school shooting. McCann Health worked with his parents to bring him back using AI technology to tell people how voting can prevent these kinds of tragedies from happening to any more families. Roberto Fara: “This project proves that technology could be used in creative and impactful storytelling to deliver a truly relevant message. Recreating a person from a picture demands a lot of time and high level technology. It’s a brave idea that requires full commitment from every player involved, you must show courage and sensitivity at the same level to create something completely artificial to be used in the most human way.”
∆ ‡ ∏ ∂ ⁄ ≤ ±
McCann Health, New York Matt Eastwood, June Laffey, Stephanie Berman Fabio Rodrigues, Felipe Leite, Tim Jones Josh Grossberg, Brian Wiesenthal LightFarm David Gaddie The Colony
changetheref.org mccannhealthnewyork.com/work/unfinished-votes
163
Digital
Doconomy – The 2030 calculator (2021) Today both brands and consumers realize the importance of connecting consumption with its impact on the planet. The 2030 calculator is the tool that enables brands to bridge this gap.
Social Bullets Social Bullets is a program developed by Stand for the Silent (SFTS), an anti-bullying organizations, as a means to educate, intervene and prevent bullying.
Roberto Fara: ”I’m a huge fan of this series of campaigns from Doconomy. They’ve been creating different tools, products and systems to help raise awareness about climate change. This calculator helps companies to calculate the CO2 impact that their products have. We will see in the nearearly future that brands will have to implement this information toon everything. Great idea.”
Roberto Fara: “To acknowledge a social problem, you need to be able to recognize it and make it visible. I like the idea of mixing technology, data, graphic design and story, and , creating an installation connected to real- time data that transforms bullying messages on social media into impactful, visible bullets.” socialbullets.org
∆ The FARM, Sweden youtube.com/watch?v=0_dMtRtmJKY 2030calculator.com
Running stories (2021) Running Stories is an audio-tainment platform that turns your running routes into tailored immersive experiences. Augmented audio enhances your surroundings by sourcing live data from open APIs to create a story designed to enter-train you. The app uses your live location data, weather, your running speed and more to make you the main character in the story.
Reporters Without Borders – The Uncensored Playlist (2021) While many news websites and blogs are blocked by repressive governments, music streaming platforms like Spotify are freely accessible. The Uncensored Playlist uses this fact to escape censorship by turning . Jjournalists from different backgrounds intobecame music artists. Their censored press articles have beenwere converted into song lyrics and uploaded as uncensored pop songs on music streaming platforms.
Roberto Fara: “Behind this idea there are some obvious insights that make you wonderthink why no one thought about it before. Running could be boring for some people but stories can make it interesting. It’s a combination of sports and entertainment putting the runners in the middle of a thriller, story that givinges you the motivation to run. Simple, smart, scalable, I believe this could be a category for the future of audio books.”
Roberto Fara: ”Advertising has always found a way to communicate things that could not be allowed. In this case it’s the smart use of a platform likeas Spotify to distribute content from independent journalists. that They teamed up with Musical Director Lucas Mayer to turn 10 articles that had previously been censored into uncensored pop songs. Allowing these stories to be slipped back where they had previously been forbidden.”
∆ BBH, Singapore runningstories.app
∆ DDB Group Germany, Berlin ‡ Dennis May, Gabriel Mattar, Ricardo Wolff ∏ Felipe Cury, Marco Lemcke, Lis Ferreira
∂ Jack Christensen, Patrik Lenhart ≤ Iris Fuzaro ± DaHouse Audio, Le Tour Du Monde, MediaMonks
open.spotify.com › playlist by R.O.G “The Uncensored Playlist” 164
Digital
The Metropolitan Museum of Art / Verizon – The Met Unframed This groundbreaking project allows art lovers to stroll through the halls of the MetET, even in pandemic times.. Part AR, part game, part virtual tour, the experience includesd a dozen galleries and the renowned Great Hall. entirely cCreated in collaboration with the Met staff. In additon, visitors were put to the test in order to by completinge educational challenges and mini-games. Roberto Fara: “It might be a temporary solution for the pandemic but I’d love to see The Met Unframedit evolving in the future. This project is not only about technology and experience, it’s also about accessibility. Having access to art and museums from everywhere in the world isit’s important for many reasons. It’s beautifully executed and brings new ideas to expand visitor’s’ museum experiences to museums.”
The DDR Museum – Tear Down This Wall 30 years after its fall, The DDR Museum and creative agency VIRTUE are invitinginvite a new generation to take part in the historical demolition of the Berlin Wall – only this time, it is done in the popular game Minecraft Earth as part of a new educational programme. Roberto Fara: “Love the idea of combining a gaming platform, augmented reality, and history to educate about something that was so impactful for the world. Gamifying experiences can open doors and make more digestible important content that wouldn’t otherwisewon’t be so interesting for new generations but still important to be aware of.”
± UNIT9, New York
∆ ‡ ∏ ∂
unit9.com/project/the-met-unframed
youtube.com/watch?v=KbhGtDKsms8
Metropolitan Transportation Authority – MTA Live Subway Map The new MTA Live Subway Map is a web-based visualization that shows subway service in real time, redrawing itself when lines or stations are down or trains are running on alternate lines
Fondation de France – Bee Influencer Bees are a fundamental pillar of our ecosystem, our food, and our global economic system. The Fondation de France created the Bee Fund to finance the actions considered to be the most fundamental and urgent in the protection of all bee species.
Roberto Fara: “If you have ever lived in New York, you know how difficult it’s to be updated about subway information. I believe this project not only made the serviceit easy to understand but also beautifully integrated real- time data that needs to be clear for users. Great design for an iconic map.” ∆ Work & Co, New York
Virtue, Copenhagen Morten Grubak, Emil Asmussen, Martin Nørgaard Camilla Ploug Tao Thomson
Roberto Fara: “It’s funny, smart and interesting. The simple idea of having a bee as an influencer makes me smile and looking to know more about it. Every post, images and text isare thoughtful which makes it more than just a temporary campaign.” ∆ Publicis Conseil, Paris ⁄ Asile
map.mta.info instagram.com/bee_nfluencer
165
Digital
The Central Office for Public Interest – Address Pollution A project that links every London address with current data on air quality and property prices. Unsatisfied with the results, homeowners could then demand action at a local and national level through the platform. Roberto Fara: “Pollution it’s an invisible but very important issue that’s too easy to not pay attention to or be aware of. Today we all use weather apps, personal data apps, and all sorts of visual data tothat give us visibility overto things that usually lack it. This is a great way to make pollutionit visible., It uses geolocation to make it personal, inform and educate about the problem, and invites people to demand action. I’d love to see this kind of information integrated in all our devices.”
American Society for Deaf Children – FingerSpelling Fingerspelling.xyz uses Hand Tracking and Mmachine Llearning to help teach the ABCs in American Sign Language in a playful way. Roberto Fara: “A project that delivers a message and provides a tool for the familiesy and friends ofpeople around deaf children. Fingerspelling. xyz uses a bBeautiful and simple combination of tracking and image recognition that allows anyone person to learn a visual language through while you play. It shows that gamification can be used as a powerful method offor education, not only for kids but for adults as well.”
∆ AMV BBDO, London
∆ Hello Monday, New York ‡ Anders Soenderby Jessen ∏ Patryjca Holm
addresspollution.org
fingerspelling.xyz
The Big Issue – Raising Profiles British street newspaper The Big Issue has teamed up with LinkedIn to launch a project to support its street vendors who have suffered severe losses due to the pandemic.
Bodyform – PainStories / The Pain Dictionary In a collaboration with 14 international artists, Pain Stories is a new Bodyform campaign in order to overcome the culture of silence and increase awareness when it comes to understandingnotice women’s experience of pain. Endometriosis is just one example of the agony being endured.
Roberto Fara: “When we talk about social media, we think abouton Facebook, Instagram, Twitter. It’s not usual to see the use of LinkedIn used as a social channel in a creative, relevant, and interesting way. In this case I cannot think of a better social or professional network to use. It makeshas a smart use of personalized and geolocated data to solve a huge business issue. On the top of that, the street vendors are upskilled digitally in the process proving what they are capable of accomplishing.” ∆ FCB Inferno, London ‡ Owen Lee, Jess Giles, Austin Hamilton, Francesca Ferracini & Alice Teruzzi ∏ Livvy Tidd, Max Fox linkedin.com/pulse/launching-big-issue-linkedin-raising-profilesrich-sullivan
Roberto Fara: “It’s well- known that in the past, and even now, talking about women’s periods has beenwas or even now it’s still a taboo in advertising. Any kind of reality was completely avoided and, you shouldn’t show blood or pain. We were miseducated on that matter and, pain was accepted as something normal, as part of being a woman. But it’s not. It’s time to be truthful on this subject, to properly educate and give visibility, to be taken seriously. This is just one part of a big project that talks about this issue creating interesting and relevant content.” ∆ AMV BBDO, London ‡ Augustine Cerf, Nadja Lossgott ∏ Lauren Peters bodyform.co.uk/our-world/pain-stories
166
Digital
Foot Locker / Nike – The Endless World Of Airmax MA multimedia -Eexperience of the evolution of Airmax. Google Slides provides a constantly changing platform with competitions, live events and e-commerce offers combined with extraordinary visuals. Roberto Fara: “Love it. Love it so much. First of all, the simple idea of using a free online tool that we all use for work or personal stuff but using it to deliver a great experience. It’s an evolution of a simple look book or brochure. It has an amazing graphic design, beautiful illustrations and a mix of different media. Absolutely great.”
Verizon Fortnite Stadium Verizon and Epic Games launched a virtual Verizon 5G Stadium in creative mode, so fans can come together. An app gave fans the ability to co-watch, interact and immerse themselves in Super Bowl LV with friends and family. Roberto Fara: “Sometimes you imagine ideas like this one but you feel that they are too big, too much time and too expensive. So when you see it done, you should appreciate the effort, the work and the will to collaborate between brand, agency and partners. It might show us the future for live streaming sports.”
∆ BBDO, New York ∆ R/GA, Momentum Worldwide, New York youtube.com/watch?v=HcTLhSxouoE verizon.com/about/news/speed-february-8-2021
Ikea With Imma Virtual influencers are becoming increasingly important in Asia. Ikea picked up on this trend and brought the virtual model Imma into the real world for 72 hours. A shop window combined LED screens with real furniture, blurring reality and digital worlds. Roberto Fara: “The need to stand out from many stores on the same street makes brands strive to be more creative. In this case, I like that they extend the showcase experience by creating a living installation and a virtual influencer who at the same time has their own social media channels.”
Ikea Everyday Experiments A fascinating simulation game: How will we live in the future? With the help of 15 experiments, at Ikea was speculated abouton how life in our own homes could change, both technologically and emotionally. Roberto Fara: “As a designer and a fan of technology I can’t ignore this beautiful and interesting execution of what the future of the house could be. It’s not necessary to be real and functional, sometimes as an industry we have to allow ourselves to imagine, to play, to surprise and explore more. This is what this project is about. Extraordinary things.” ∆ Space10, Copenhagen
∆ W + K, Tokyo everydayexperiments.com workshowcase.net/ikea-harajuku-with-imma-awards
167
Ranking CREATIVE DIRECTOR
ART DIRECTOR
AD AGENCY
1 Adam Hessel 7 Campaigns
1 Rafael Gil 5 Campaigns
1 Mother, London 12 Campaigns
1 Markus Ruf 7 Campaigns
1 Dimitris Vikelis 5 Campaigns
2 Bartle Bogle Hegarty, London 9 Campaigns
3 Rodrigo Almeida 5 Campaigns
1 Jaime Duque 5 Campaigns
3 Ruf Lanz, Zurich 7 Campaigns
3 Tim Hawkey 5 Campaigns
4 Eduardo Tavares 4 Campaigns
4 The Newtons Laboratory, Greece 6 Campaigns
3 Giannis Sorotos 5 Campaigns
4 Uncommon Creative Studio, London 6 Campaigns COPYWRITER
3 Rafael Pitanguy 5 Campaigns
1 Daphne Martinou 6 Campaigns
6 David The Agency, Miami 5
3 Nicholas Capanear 5 Campaigns
1 Markus Ruf 6 Campaigns
6 Harrison & Star, New York 5
3 Rafael Gil 5 Campaigns
3 Ronald Larson 5 Campaigns
6 GSW, New York 5 6 adam&eveDDB, London 5
PHOTOGRAPHER
ILLUSTRATOR 1 Illusion 4 Campaigns
1 Ale Burset 15 Campaigns
2 Jody Xiong 2 Campaigns
2 Carioca 5 Campaigns
2 Alexandre Collares 2 Campaigns
3 Lindsay Siu 4 Campaigns
2 Marcos Siqueira 2 Campaigns
1 O Positive 5
2 José Nestor 2 Campaigns
1 Somesuch 5 3 Biscuit Filmworks 4
DIGITAL ARTIST
3 Jon Lloyd 3 Campaigns 3 Moreira Studio 3 Campaigns 3 Istvan (Steve) Pinter 3 Campaigns
6 BBDO, New York 5
PRODUCTION COMPANY
3 Alex Telfer 4 Campaigns
2 Illusion 8 Campaigns
6 Abbott Mead Vickers BBDO, London 5
2 Anders Martin Jensen 2 Campaigns
3 Tim Tadder 4 Campaigns
1 Diego Speroni 11 Campaigns
6 Area 23, New York 5
CLIENT 1 Ikea 11 Campaigns
4 Blink 3
2 McDonald’s 9 Campaigns
4 Blinkink 3
3 KFC 5 Campaigns
4 MJZ 3
3 Burger King 5 Campaigns
4 Pulse Films 3
5 WWF 4 Campaigns
4 Smuggler 3
3 Rafael Gil 3 Campaigns 3 Michael Corridore 3 Campaigns
168
Campaigns: Number of campaigns published in Lürzer’s Archive. International rankings for the year 2020. The full rankings can be found at LuerzersArchive.com
SOURCE. CREATIVE. TALENT. Illustrators
FOUNDARTISTS.COM
ONLINE. IN PRINT. IN PERSON. Image by Robert Frank Hunter. US Rep: Fillin Global UK Rep: Blink Art.
Credits Lürzer’s Int’l Archive December 2021, Issue 5+6-2021 ISSN 0893 - 0260 Cover page: ∆ Schaller & Partner, Mannheim, Germany ∏ Heiner Leihener ∂ Sissi Schuhmacher ∫ Heiner Leihener ⁄ Heiner Leihener
€ 17.90 ISSN 1727-3218
LuerzersArchive.com
Publisher & Editor-in-chief: Michael Weinzettl Managing Editor: Christian Hrdlicka Art Director: Christine Thierry North American Marketing & Sales Manager: Lakpa Sherpa Sales Representative: Claudia Coffman Advertising Sales: 1345 Avenue of the Americas 33rd Floor New York, NY 10105 phone: (1) 212 643 42 97 cc@luerzersarchive.com Submissions submission@luerzersarchive.com General inquiries ffm@luerzersarchive.com Published by Lürzer International Ltd. Henry Wood House 2 Riding House Street London W1W 7FA, United Kingdom Printed by Print Alliance HAV Produktions GmbH Druckhausstr. 1, 2540 Bad Vöslau www.printalliance.at Submission of ads, TV and posters to Lürzer’s Int’l Archive constitutes representation that the submitter has the authority to grant and grants Lürzer’s Int’l Archive the right and permission to reproduce, edit and comment editorially on all or any part of the submission in Archive’s editorial section. All such reproductions are free of charge to the submitter. Ads that have no symbols near them indicating creative origins (see “How to use your Archive”) are paid ads. Archive assumes no responsibility to return unsolicited material, and reserves the right to accept or reject any advertising material for any reason.
Contents © 2021 by Lürzer International Ltd, UK registered company 13567208. All rights reserved. The contents of the magazine may not be reproduced in whole or in part without prior written permission from the Publisher. Lürzer’s Int’l Archive is a trademark of Lürzer International Ltd. Lürzer’s Int’l Archive American Edition (magazine) is published bi-monthly by Lürzer’s Archive USA, Inc., 380 Lexington Avenue, 17th Floor, New York, NY 10168. Periodicals postage paid at New York, NY and at additional mailing offices. How to use your Archive: Guide to symbols: π Client ∆ Advertising Agency ‡ Creative Director ∏ Art Director ∂ Copywriter ≥ Photographer ∑ Modelmaker ∞ Illustrator ∫ Typographer ⁄ Digital Artist ± Production Company ≤ Director ƒ University/School ◊ Instructor ≠ Technical Director ¬ Music All editorial content reproduced in Lürzer’s Int’l Archive is alphabetically categorized by product, such as “Fashion.” Ads and posters: Every editorial page is cross-referenced with an Archive number: the first digit indicates the Volume number, the second two digits indicate the year, and the remaining two digits are continuous page numbers for that particular product group. New numbers are assigned beginning with Volume 1 each year.
Postmaster: Send address changes to: Lürzer’s Int’l Archive, P.O. Box 3000, Denville, NJ 07834. 170
Distributors: Argentina: La Paragrafica, tool@paragrafica.com.ar Australia: Speedimpex, sales@speedimpex.com.au Brazil: Livraria Freebook Ltda., maria@freebook.com.br; Casa Ono Com. e Imp. Ltda., casaono@uol.com.br; Open Books, romeu@openbooks.com.br Bulgaria: Signcafe, tanya_lefterova@signcafe.bg Canada: Keng Seng Enterprises Inc., canada@kengseng.com Chile: Designbooks Chile, designbookschile@hotmail.com Colombia: Foto Colombia, stamayo@fotocolombia.com; Publigraphic Ediciones, publigraphic2003@yahoo.com Costa Rica: BAUM S.A., baumsa@racsa.co.cr Czech Republic: ADC Czech Republic, info@adc-czech.cz Denmark: Creas, ls@creas.com El Salvador: Publicidad Comercial, La Libertad, urodriguez@pcomercial.com Finland: Suomalainen Kirjakauppa, tom.nordstrom@suomalainenkk.fi Georgia: Parnasus Books, info@parnasi.ge Germany: Lürzer’s Archive, office@luerzersarchive.com, LuerzersArchive.com/shop Ghana: Chini Africa, archive.africa@chinionline.com Hong Kong: Keng Seng Trading & Co. Ltd., lawrence@kengseng.com Hungary: Librotrade Kft., periodicals@librotrade.hu; Kreativ, vandora@kreativ.hu India: SBD, sbds@bol.net.in Indonesia: Basheer Graphic Books, abdul@basheergraphic.com Iran: Vijeh Nashr, info@vijehnashr.com Israel: DraftFCB, ehasson@draftfcb.co.il Italy: Ellesette, ellesette@ellesette.com; RED, info@redonline.it Japan: Japan: Nippan IPS Co. Ltd., dip_inquiry@nippan-ips.co.jp Korea: Yi Sam Sa, yss23k@kornet.net Latvia: Valters un Rapa, santa@valtersunrapa.lv Lebanon: Levant International, t.balmain@levantgroup.com Malaysia: The Other Bookstore, hajaotherbookstore@yahoo.com Mexico: Rolando de la Piedra, hosrpb@prodigy.net.mx Netherlands/Belgium: Bruil & Van de Staaij, info@bruil.info Nigeria: Chini Africa, archive.africa@chinionline.com Norway: Luth & Co/Font Shop, info@luth.no Pakistan: Liberty Books, info@libertybooks.com Panama: Latin Magazine Group, csmith@publicist.com Peru: Libreria Mediatica, isabel@arcadiamediatica.com Poland: VFP Communications, piotr.lukowski@media.com.pl Portugal: Marka Lda., apoio.clientes@marka.pt; belmiro@mail.telepac.pt; Magkiosk lda., email@magkiosk.com Romania: Prior Books, ion.arzoiu@prior.ro Singapore: Basheer Graphic Books, abdul@basheergraphic.com; Page One, pageone@singnet.com.sg Slovakia: Dual Production s.r.o., la@dual.sk; Archive F.K., predplatne@predplatne.net South Africa: Pulpbooks, janita@pulpbooks.co.za; Chini Africa, archive.africa@chinionline.com Spain: Bibliópolis Libros, bibliopolislibros@hotmail.com; Graphicbook, risto@graphicbook.com; Promotora De Prensa, evelazquez@promopress.es Sri Lanka: Leo Burnett Solutions Inc., swarna_goonetillke@leoburnett.lk Sweden: Svenska Interpress, info@interpress.se Taiwan: Far Go Chen Co. Ltd., fargo899@ms35.hinet.net Thailand: Aluta European Press represented by FPS, f.p.s.gmbH@t-online.de Turkey: Alternatif, alternatif@grafikkitaplari.com United Arab Emirates / Bahrein / Ku-wait / Oman / Saudi Arabia / Qatar: MBR Bookshop LLC, asoni@emirates.net.ae United Kingdom / Ireland: WWMD, lynda.davies@wwmd.co.uk; Central Books, sasha@c entralbooks.com; Uruguay: Graffiti S.R.L., graffiti@fastlink.com.uy United States: Lürzer’s Archive Inc., custsvc_archive@fulcoinc.com Venezuela: Circulo de Creativos; circulocreativovzla@gmail.com All other countries: Bruil & Van de Staaij, info@bruil.info For further contact details visit: LuerzersArchive.us/static/contact/site/distributors
Kate Ince
Dattu Denis Duquette
Roth & Ramberg
ah ha | a full service production company representing photographers across Canada ah ha | a moment of sudden realization, inspiration, insight, recognition or comprehension ah ha | ahharepresents.com | 647 892 8062
Paula Wilson
Peter Holst
Jonathan Bielaski
Noel Barnhurst noelbarnhurst.com | Oakland, CA
Philip N-C
Vijey
elizabethpoje.com
Karan Kapoor
ARTISTS: ADRIAN MUELLER BAX + TOWNER DMITRY BOCHAROV KARAN KAPOR LISA TICHANE NIGEL HARNIMAN PHILIP N-C STUART HALL UWE DUETTMANN VIJEY MOHAN CGI/ANIMATION STUDIOS: GINGERPIC MANIPULA R79 DIGITAL
EMERGING ARTISTS: ADRIAN WHITE BETHANY REED JESSICA WALKER MATTHEW LIBASSI PATRICK HOUSE Represented by
ELIZABETH POJÉ elizabeth@elizabethpoje.com
KELLY MAIN kelly@elizabethpoje.com
PATTI O’HALLORAN patti@elizabethpoje.com
ELIZABETHPOJE.COM
FORD BACKBONE OF BRITAIN 2020/21 NIGEL HARNIMAN 1ST PLACE WINNER / ADVERTISING/AUTOMOTIVE
PHOTOGRAPHER
| DIRECTOR
R E P R E S E N T E D BY E L I Z A B E T H P O J E . C O M
gill@harniman.com
| harniman.com | instagram @harnimanphoto
713 858 8573 |
marc@marcmorrison.com | marcmorrison.com
STRAIGHT UP A photo can be like ordering a drink. Some people like theirs all sugared up. Or altered beyond recognition.
But some like it a little more pure. Raw. Authentic. If that ’ s the photo you ’ re after, there ’ s one guy who can serve it up.
Available worldwide
VISIT: AndyBatt.com
Represented by Jodie Zeitler CH 312.467.9220, NY 212.256.1467 jodiezeitler.com
JEFF SCIORTINO PHOTOGRAPHY JEFFSCIORTINO.COM
Available at your local distributor, Amazon or LuerzersArchive.com
filtrestudio.com Artistic CGI, retouch, post-production Represented by Jodie Zeitler 312.286.1871
Sandro
Patrick Molnar
Beth Galton
Brinson Banks
Andre Rucker
Art Streiber
Kennedi Carter
Candace Gelman & Associates 312-266-0808 212-666-0808 415-897-0808 candace@candacegelman.com Instagram: @candacegelmanassociates candacegelman.com
Candace Gelman & Associates candacegelman.com bethgalton.com
Candace Gelman & Associates candacegelman.com artstreiber.com
Candace Gelman & Associates candacegelman.com brinsonbanks.com
Candace Gelman & Associates candacegelman.com andrerucker.com
STILLS + MOTION
Candace Gelman & Associates 312 266 0808 candacegelman.com patrickmolnar.com
SINGLE FRAME + 24 FPS Director/Photographer
www.stewartcohen.com
214.762.8801