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High Five: Campaigns for the Bold and Brave


Pas Frezza, ECD at Wunderman Thompson Italy, picks out five courageous projects that perfectly align with two crucial rules of advertising

High Five: Campaigns for the Bold and Brave

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
Social: Kitchen
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'

Agency: Marcel
Production: Valéry du Peloux x Sixtine Busetti

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
Production: Division
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.

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Wunderman Thompson Italy, Wed, 10 Aug 2022 11:25:03 GMT