ARS DDB | 69 años entendiendo al venezolano
This campaign was one of my favorites I made in ARS DDB. The agency is the biggest agency in Venezuela and was the first one. So they are the authority when it comes to talking to Venezuelan consumers. For the 69th anniversary, the concept for the anniversary prints was "69 years understanding the venezuelan".
The first one, with the intercom, it's about how we give addresses in Venezuela... not 151 1st St or anything like that, we give addresses in our way, explaining everything that is on the way without being exact about anything. The copy reads:
"A little bit farther of the square you take a right, you pass the Mango tree and keep going and it is right before the kiosk next to the white building that has the bakery on this side. But not like when you are going but when you are coming".
The second one, with the coffee, it's about how we order a coffee in Venezuela. It's not venti, latte or any fancy name, we just describe the color you want it, giving it a name and everything. The copy reads:
"GIve me a guayoyito" "For me a teterito" "I would like a little brown one but kinda light" "for me a little dark con leche" "a black one, hot but not that much"
And the third one, with the tools, talks about how inexact we are by naming things. We put a name that can be the generic for ANYTHING and EVERYTHING. The copy reads:
"Pass me that guarandinga (could work as "thingy" a generic for a thing) to bichar (that means like fix but it doesn't even mean fix) the perolito (another way of saying "thingy", generic also) from this coroto (a generic for object or something)"
I have to say, I've just had a lot of fun trying to explain this in English being something so particular to Venezuelan and our way of talking... I just hope it made some sense whatsoever.
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ARS DDB | Corchos
"Within the culture of our company, we can find the “Four Freedoms”; yes, that simple, yellow pamphlet that we all have at our workstations. Look for it in a second and look at the first page, exactly beginning on the seventh line of the second paragraph we find that “the most important element of an ambient that is talent-friendly is the presence of liberty”. Now, take a look at your corkboard. Here’s where everything starts.
Authors have agreed and refer to the corkboard as “a window to the world of those who elaborate them”; in fact, some would go further and say that “a corkboard is an altar to your personality”. And I say, why not? On a corkboard we can place absolutely everything that identifies us: post cards, decals, post-its, drawings, announcements, photos of friends we no longer see, replaced by our colleagues at work, that now fill the void left by the latter, and on and on. On a corkboard you can have anything. Liberty is there.
Our workstation becomes ours more so, as we have more that makes us feel at home; and whoever passes by will know that it’s you who sits there and nobody else. This is obviously easier if on your corkboard your have 5 photos, where on each of them we see your face. There’s no doubt, a corkboard in a true reflection of each of our personalities. And, yes, it does feel good when people recognize your effort to elaborate your corkboard and they say, hey, your corkboard is real cool; and now more so, because it’s a window to your world, and that world is yours, and after all, they’re talking about you. It feels so good that it immediately becomes a necessary element to create the friendly ambient we talked about at the beginning.
Long live corkboards."
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Energizer | Día del niño
"This is for how you love video games, for how you act when you’re watching a game on TV, for how you look in the stadium when a ball game is on, for how you always play the same music, for how you laugh about the same things with your friends, for your mood when you win, for your mood when you lose, and for how the years go by and you keep on being the same child as always.
Have a happy day."
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Salsa Picante Mc Cormick | Princesa
The fun part about working for a Picante Criollo sauce -a Venezuelan hot sauce- is that the actual name "Picante criollo" (the literal traslation would be "Creole Hotness") just gives you room to play with that meaning. The copy reads:
"Is not cuento (a Venezuelan way of saying "B.S." but without being colloquial or offensive), is Picante Criollo"
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ARS DDB | Café Vomero
“It was a pleasant coffee, hot, clean, and friendly. I placed my old overcoat on the rack and waited for it to dry off, and placed my worn off felt hat on top of a stool, and ordered a coffee with milk. The waiter brought it, and I pulled out a notebook and a pencil from my coat’s pocket and started to write.
Ernest Hemingway
Giovanni Misciagna 1920-2005
In memory of our friend, who during 45 years, prepared the best coffee in the world for us.”
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Avon | Día de la secretaria
"You’re the first one to arrive at the office. And no matter how far you have to travel, you arrive perfectly groomed, and beautiful, every day. You’re always there to greet us with a smile. Giving meaning to those “good mornings” you give us. Today we wanted to greet you when you arrived. We want to be the ones to give you more than a “good morning”.
Happy Secretary Day"
FM Center | Navidad y Año Nuevo
This was a print ad for saying "Merry Christmas and a Happy new year" for our client FM Center. What we did is telling a story based in the insight that in Venezuela people keep saying happy new year, and even merry christmas, in march and april. The copy says:
"Now that Christmas is here, everything has a rosy look. Children’s eyes are gleaming with joy, the sky is full of color and its brightness shines even when it’s dark. Inevitably, December is gone.
January, February, and March. Bloated bodies complain about two months of excesses with that tasty treat, wrapped by the green peel of bananas, that’s not so delicious any more. The will has not turned into actions to put away the Christmas decorations, and ears are sore from all those “Happy New Years” up to this point. That white Christmas stops being white, as we see it, when it makes us green.
Thank God that radio is a medium where colors can’t be seen, only imagined.
FM CENTER wishes you now, when it has to be, a Merry Christmas and a prosperous 2006 New Year."
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