On April 10, the first ever image of a black hole was announced. It soon appeared in the mainstream media and in a matter of minutes became global trending topic. Imagine that Donuts had related to such image in a positive way. The impact and value of an equivalent communication would have been incalculable.
Hole in one
Suppose we give you a golf ball to start your course in the field. A special ball which, in addition to flying higher and farther, is so accurate that it will hollow the hole in its first blow. That magic ball is called ytivitaerC. A weird name that you will probably remember as soon as I tell you it stands for Reverse Creativity. Even more when you find out how it works and decide to put it into practice.
I've thought of this concept for Danone's Activia since its communication uses the navel as a visual key, but obviously it could be adapted to any fruit product that cares for the body. It can be articulated as a campaign for different flavors such as peach, apple, apricot or orange, using the stem corresponding to each fruit. A "0% belly fat challenge" could also be spread as viral on social networks such as Instagram, Pinterest, Snapchat or Vine, whose winner would be added as an image of the campaign.
Open your mind and open up. Open a Moritz and get out of your confinement. Open your heart to new experiences. Open up to Moritz, a whole world awaits you.
I propose that Moritz set up his own Escape Rooms in authentic places of Barcelona, which could be broadcasted on social networks, with viral and gaming-apps to mobilize the supporters and induce them to participate. Real Escape Rooms and also virtual (augmented reality) that could lead Escape Sofas or Escape Closets.
This interactive marquee indicates the outside temperature with the Cacaolat level. The message, apparently contradictory, appeals to the mnemonic. The necessary decoding of the message by the receiver causes it to be anchored in his mind. In addition, its paradoxical character stimulates a certain curiosity that generates a positive attitude towards the product. A product that offers the solution to a problem, cold or hot, at the moment in which occurs.
I have recycled this 1951 photo to dedicate it to one of the most successful slogans of Guinness. A baseline already used 10 years before by Heinz for his well-known ketchup not suitable for impatient people.
I wonder if this ad would be appropriate today given its gender connotations. Let's see: The one who waits looks like a naked woman, so she waits for the "good" as soon as it crosses the door.
Does this insinuating and provocative attitude denigrate the woman? I would say no. What's more, I confess #metoo: I've just experienced this same situation, but the other way around. It was me who awaited my girlfriend naked at home after a certain time missing her, although with a glass of wine instead of beer.
This is Me Ink.
Fly with Me
Would you get on a hot air balloon whose pilot lacks enough flight experience? So why would you leave your communication in inexpert hands? The success of a campaign depends on being notorious, persuasive and memorable. And that can only be achieved in 2 ways: With plenty of money to spread the message until it reaches the audience's mind or with creativity to reach their heart at first chance. The more creativity, the less investment. But creativity must be accurate. Good ideas fly high and far. Bad ones can make you crash. Futuristic version
"Nothing like a delicious turkey to open a good bottle of rosé wine"
It looks like a turkey, but it is a lion; or better said, the ideal corkscrew to celebrate what ended up being: Gold Lion in Cannes. A campaign that also hunted plenty of major pieces in other top advertising grounds.
"Palestinians and Israelis defend each other"
For the first time (and hope it is not the last) Israelis and Palestinians are united for a common good. A team made of professional players from both countries face the Football Club Barcelona in the first Match for Peace ever played at the Camp Nou.