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NON-TRADITIONAL ADVERTISING
1 Sudarshan Waghmare/Ilana Wolstein, art directors Joy Chakravorty/Fanny Josefsson, writers
Frank Cartagena/Sam Shepherd, creative directors Menno Kluin, executive creative director
Pete Favat, chief creative officer
Brian Gartside/Belen La Rivera, designers Winston Binch, technology director
Brian French, retoucher
Aaron Schillinger, editor
Latisha Duarte, production designer
Heather Black, art producer
Sarah Manna, print producer
Deutsch New York (New York, NY), ad agency Purdy, client
“Purdy makes the best paintbrushes in the world, and its XL series is the most versatile. We used an XL brush to paint on nine different surfaces, creating a diorama of a frozen New York City scene—complete with brick, metal, glass, trash can, newspaper stand, bicycle and even a fake pigeon—all measured to the size of a traditional billboard to create a simple, yet powerful product demonstration.”
2 Megan Kellie/Sue Salvi, writers
Gustavo Dorietto/Todd Durston/Gabriel Schmitt, creative directors Max Geraldo, executive creative director
Todd Tilford, chief creative officer
Kelley Varga, producer
John Bleeden, executive producer
Cinema Libertad LLC/Lord + Thomas, production companies Current PR, agency
FCB Chicago (Chicago, IL), ad agency
Kolcraft, client
“Stroller shopping can challenge parents for many reasons, but an often overlooked consideration is how the baby feels. Babies can’t verbalize their comfort levels and preferences, and average-sized adults can’t fit themselves into strollers to test them. So we created The Baby Stroller Test-Ride by Contours, an exact, adult-size replica of one of our best-selling baby strollers, and invited parents to try it in our test ride. For the first time ever, parents could experience what babies experience, proving just how comfortable Contours strollers are.”
3 John Fiebke/Tim Mattimore, creative directors Bob Guisgand, executive creative director Linus Karlsson, worldwide creative director Gary Pascoe, chief creative officer
Tracy Aronoff, strategic planner
Kelly Balagna, executive agency producer Commonwealth/McCann (Detroit, MI), ad agency Joseph Van Marcke, Chevrolet, client
“Malibu was given a new space to advertise—in theaters, with the unique position of airing right up against the previews. So we thought, ‘Let’s start the previews with us.’ To do that, we made a real horror movie trailer with real horror movie director Sam Raimi. We’ve all watched horror movies, wishing we could stop an actor from walking into an obviously bad situation. And with this spot, that’s exactly what we do. The protagonist finally listens to frantic audience shouts and avoids certain doom. All from a car that can do the same: warn you before bad things happen.”
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