Ogilvy group creative director, Cristiano Tonnarelli, picks out an eclectic range of work that made people think differently
Ideas are everywhere, but for what reason do the best ones really stand out? Well, criteria is varied, and can be very different. What I believe it can help is to answer whether or not an idea is what the world needed. They are provocative because they make people think differently. They can change behaviours and open the world to a different point of view. They solve problems, add value, or ultimately make people laugh - because there is always a need for a good, clever laugh...
Diesel - 'Francesca'
Agency: Publicis Italy Production: Division
Director: François Rousselet Post: The Mill Paris
Success can be different for any individual. I was born and raised in Rome, so this story is very powerful for me, considering all the challenges...and really needed.
The Female Company - 'Tampon Book'
Agency: Scholz & Friends Berlin GmbH
Sound: MassiveMusic Amsterdam x Hastings Music GmbH Berlin
The world needs to give back to women after centuries of discrimination. I love hacks, especially against unfairness.
Edeman Supermarket - 'The Most German Supermarket'
The world needs less walls.
Harvey Nichols - 'Sorry I Spent It On Myself'
Funny way to shift the perception on Christmas. The world needs to not give everything for granted.
Doconomy - 'Do Black - The Carbon Limit Credit Card'
I think it is clear why the world needs idea like this one.