Pas Frezza, ECD at Wunderman Thompson Italy, picks out five courageous projects that perfectly align with two crucial rules of advertising
My High Five choices weren’t difficult to make, and will not come as a surprise. They are all simply brave ideas - both big and small - created in respect of two rules that are just as valid today as they were 20 years ago: relevance to the times we live in, and consistency - both of which help affirm a brand’s positioning and help them achieve that elusive ‘iconic’ status...
Heinz A.I. Ketchup
Agency: Rethink Canada
PR: Media Child (Canada) x Zeno Group (US)
Consistent with the previous 'Draw Ketchup' campaign and uses technology to reinforce brand positioning. Good job.
Back Market - 'Hack Market'
Production: Valéry du Peloux x Sixtine Busetti
Post: ADF L’ATELIER
Long live hacking. Even an old technology can be used in a brave new way.
GEPAE - 'Morning After Island'
Agency: Ogilvy Honduras
I would like to have worked on this project - even more than some of the others. It’s a precise and spectacular way of hacking the status quo in response to a topical theme. Love you guys.
FC Home & Deco - 'The Friendly Break-Up'
Agency: Wunderman Thompson Lima
Production & Post: Ladoble
Brave, useful, newsworthy. Welcome to 2022!
Heineken - 'The Closer'
Agency: Le Pub x Publicis Italy
Post: The Mill Paris
Another topical theme that’s relevant to millions, tackled by an already iconic post-work brand. Shout out to strategy department.