EPICA Bronze winner: Acne like jagged walls
December 24th, 2007 Zeid Nasser (Admin)
Product: Sebamed, “Acne” Campaign
Agency: Saatchi & Saatchi, Beirut
Creative Director: Samer Younes
Art Director: Rajaa Khalifé
Via [ ArabAd Zone ]
Entry Filed under: Agencies, Ambient, Creative, Lebanon
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30 Comments Add your own
1. A E R O | December 24th, 2007 at 11:39 pm
Cute, i like.
2. Vegas | December 25th, 2007 at 8:34 am
Great idea. Hats off to the team involved
3. swaminathan | December 25th, 2007 at 8:50 am
excellent stuff ; straight to the point
this is what we call in media parlays engaging the consumer
4. cj | December 25th, 2007 at 9:21 am
like it….
5. kre8tive | December 25th, 2007 at 12:12 pm
Bravo, Beirut!!
6. restless | December 25th, 2007 at 3:10 pm
i like
7. ansaihi | December 25th, 2007 at 5:28 pm
reaaaally cool!
8. Fred | December 26th, 2007 at 11:44 am
The idea is very lateral.
I don’t think you need the faces of people.
Just the product and the line which I asume is something like:
The surface of this wall is like the acne on your skin it needs….
9. ammar omari | December 26th, 2007 at 3:55 pm
its great, direct and smart, good job…
10. biteme | December 26th, 2007 at 8:16 pm
why remove the visual when the visual gives you relevance and tells you that it is for acne without long drawn out lines…very nice as is, you can determine what the product is about without having to read the headline
11. Fred | December 26th, 2007 at 11:50 pm
Don’t agree at all.
The idea IS the headline.
The faces just get in the way of the idea.
Ifyou don’t read the headline then you would wonder why the poster is on a rough surface.Then the whole idea is lost.
I would stop people with a big headline then have the pack up big for strong branding (given it’s a poster and you have 3 seconds to get it) And given that the line is someting like…”The surface of this wall is like the acne on your face.” Then show the pack.
12. Vegas | December 27th, 2007 at 8:16 am
Fred, you are so wrong. The second I saw the posters I realised the dots were meant to be acne. And thats how it would be for people walking past.
The ad is about the effect acne has on your LOOKS. How can you suggest you lose the visual? It IS the idea.
13. biteme | December 27th, 2007 at 10:09 am
The idea is the visual of the face, without it, its just a product shot and people will not associate the jagged wall to the product feature.
14. Fred | December 28th, 2007 at 6:54 am
Lets be very very clear as to what the idea is and what the idea isn’t.
The idea is the jagged surface of the wall that is like acne on your skin.That’s what makes it so unique and a new idea. (The headline I assume explains this.)
The idea is not about the effect acne has on your looks because they already know what acne is and how it effects their looks. (Nothing new here)
And the idea is not the visual of the face because that has nothing to with the dea of the jagged wall. (Afterall , how many thousands of acne ads have you seen with a pretty face with acne on it? Again nothing new)
If you read what I said above you’ll see I suggested that a better way to do this would be to show a large headline with the product shot. Nowhere did I suggest you drop the faces and the headline and just have a product shot.
15. Vegas | December 28th, 2007 at 8:45 am
Yes Fred, there have been thousands of acne ads featuring pretty faces with acne. Nothing new there,you’re right.
THAT IS WHY THIS IS SUCH A GOOD IDEA.
The jagged surface of the wall brings these pictures of people with acne to life. It reinforces how bad acne is in an eye catching way and in doing so, hopefully, it forces the passer by to engage with the ad in a way a normal acne poster wouldn’t.
Yes, you could just do a headline, but why when you can use a picture of a person and increase the power of the communication.
Lets say we had no visual and use your headline - ‘The surface of this wall is like acne on your face’, - 3 sec to engage a person didn’t you say. Well aren’t you communicating that very idea in a fraction of a second visually rather than having a long obvious headline?
You’ve heard the saying a picture speaks a thousand words. It’s true bro.
16. Fred | December 29th, 2007 at 11:27 pm
I’m seeing Peter this Thursday here while he overnights it on his way back to Jordan from Australia. He’s gonna love your new user name Vegas…or should I say Biteme….or should I say Lions Rules….or should I say Amre.
Everyone else sticks to one user name here. I am simply Fred and don’t post as anyone else inspite of your comical fantasy that I am Peter. He is simply Creative Rules. And like everyone else on this blog we like to, and have the right to remain annonymous.
17. biteme | December 29th, 2007 at 11:44 pm
Hey retard, I am not Vegas, imagine that more than one person doesnt agree with you!
18. Fred | December 30th, 2007 at 7:34 am
Yeah sure.
19. biteme | December 30th, 2007 at 2:20 pm
I aint getting into it with you again, sorry, vegas or ZEID please confirm to this liar that it isn’t me. I would like to point out though how funny it is that your creative judgement (based on credentials you dont want to share with us) allow you to put down an EPICA winner, so seriously how many clio’s do you have under your belt?
20. biteme | December 30th, 2007 at 2:24 pm
Oh and just to show how you change your story so often…in blog number 14 you stated “Nowhere did I suggest you drop the faces and the headline and just have a product shot” whereas in blog number 8 you stated “I don’t think you need the faces of people.” You’re lying on the same blog now?
21. Fred | December 30th, 2007 at 3:47 pm
The elevator doesn’t go all the way to your top floor does it?
I said the face AND the headline together…derrrrr
Love to hear from Vegas.
Better come up with something pretty convincing.
22. biteme | December 30th, 2007 at 4:04 pm
The elevator goes all the way up with me and I quoted directly from your blogs or are you changing your opinion for a third time on the same blog? This blog was a better place before you showed up…
23. Fred | December 30th, 2007 at 4:13 pm
You’re so confused you don’t know if you are Vegas, Biteme. Lions Rules. Commeneter or even simply Amre.
Didn’t hear from Vegas but then….. we just have haven’t we.
24. Vegas | December 30th, 2007 at 5:07 pm
Hey Fred, just to clear things up for you I go by the name Vegas because that’s my name.
Feel free to ring me at ImpactBBDO Abu Dhabi if you want
+97124457497.
xxxx
25. biteme | December 30th, 2007 at 5:22 pm
Whoopsi Fred the retard…thank you vegas…my regards to Habib if you see him:)
26. Fred | December 31st, 2007 at 12:20 am
Thankyou Vegas for clearing up at least one of the many user names.
Now getting back to the subject of this campaign.
If they had done what I suggested above it would have won a gold instead of a bronze.
27. biteme | December 31st, 2007 at 2:30 pm
What’s kind of confusing here Fred is that on this blog you are insisting on “showing a large headline” (read above in your post number 14) and then on your blog regarding the grey ad (since you dont read arabic) you said “no one reads copy anymore.” so which is it…do we use large striking headlines or do we go with the assumption that no one reads copy anymore…?
28. Fred | January 1st, 2008 at 1:21 am
Your lack of intelligence and comprehension ability has now reached a new low.
If you bothered to read my post correctly you’d understand we were all talking about the long BODY COPY in the burning passport ad. And my point was that people don’t read BODY COPY anymore,
Never did I say they don’t read Headlines.
And yes alot of the time you don’t even need a headline because the visual does all the work.
Look through Archive and you’ll see that most of the work there is driven by the visual.
The VISUAL here is the rugged walll and the headline takes you there,
And please do me a big favour…stop responding to my posts.
I’d much rather communicate with people who know what they’re talking about.
29. biteme | January 1st, 2008 at 12:54 pm
Now you want me to stop responding to your posts? You should have done me that favor a long time ago…unfortunately you’re the same retard as you were in 2007…That’s clearly not what you meant on the other post, unless for some reason you can read arabic headlines but not body copy…
30. Creative Rules | January 6th, 2008 at 4:27 am
Getting back to this idea Samer and Rajaa.
I always saw them as being actually stuck on jagged walls around Beruit.
Did you also stick them on walls ?
Or did the ads just appear as we see them?
If you put them up as real posters I would opt for the large headline approach.
As ads the way we see them above the faces still work…but not as strong (in my opinion.)
Either way it’s a fresh way to do acne advertising… nice one guys.
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