Wednesday, July 12, 2006

Saatchi & Saatchi, NY. Gold Lion. Outdoor.

What Icaro Doria (copywriter at Saatchi & Saatchi, New York) has to say about "Divorce. Tourist. China."



Since Stuffit Deluxe is file-compressing software, our idea was to show how it would work in the real world. This campaign was quite challenging, because we wanted to have some humor in the not so funny world of software. If you take a look at computer magazines and outdoor ads, apart from what Apple is doing, everything looks really boring and ugly. So our first goal was humor and our second was to create a designed look. We think the ads invite everyone to spend a little time with them, taking a careful look at every single picture in there — and there are a lot of pictures to look at. On the China one there are over 7 thousand pictures. It was a lot of work, but in the end we were all very happy, specially the client. For them, winning a Lion in Cannes is really great once their consumers are mostly art directors and designers (the Stuffit Deluxe was originally a software for Macs although it works in PCs nowadays.)


Category: Business Equipment & Services
Title: DIVORCE, TOURIST, CHINA
Advertiser: ALLUME SYSTEMS
Product or Service: STUFFIT DELUXE PHOTO SOFTWARE
Entrant Company, City: SAATCHI & SAATCHI, New York
Country: USA
Advertising Agency, City: SAATCHI & SAATCHI, New York
Country: USA
Creative Director: Tony Granger/Jan Jacobs/Leo Premutico
Copywriter: Icaro Doria
Art Director: Menno Kluin
Photographer: The Interns
Account Supervisor: Mark Rolland/Kunal Guha
Other Credits: Art Buyers: Maggie Sumner/Alli Taylor

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