Homeless Fonts
Fundació Arrels
The easy thing to do when you work for an NGO and you want to raise funds is to run a campaign that makes people feel pity, that touches their hearts. And for people to give you money because they feel bad about it.
But what’s easiest isn’t always what’s best.
It isn’t fair. Nobody needs to feel guilty about something that isn’t their fault.
And what should be normal, with NGOs or anybody else, is that when you give money you get something in return. Even if it’s from a homeless person.
Sometimes, working in advertising allows you moments like this, when you feel that what you’re doing really means something.
If you want to help a homeless of the Fundació Arrels, you still can do it at homelessfonts.org
CANNES:
Shortlist – Cyber (Craft)
Shortlist – Design (Design Craft)
Shortlist – Branded Content and Entertainment (Branded Entertainment)
Shortlist – Direct (Product & Service)
Shortlist – Direct (Direct Marketing: Digital & Social)
LIA:
Bronze – Design (Use of Typography)
Bronze – Design (Campaign / Non-Profit)
Shortlist – Design (Innovative user of Design)
EL OJO:
Gold – Design (Digital Design)
Gold – Content (Digital)
Silver – Cinema/TV (Non Conventional Screens)
Silver – Cinema/TV (Public Service)
Silver – Promo (Integrated Promotions)
Silver – Innovation (Sustentable)
Silver – Media (Alternative Media)
Bronze – Direct (Digital Media)
Bronze – Integrated Campaigns (Institutional Campaign & Corporate Image)
Shortlist – el Tercer Ojo (Institutional Campaign & Corporate Image)
Shortlist – el Ojo Sustentable (El Ojo social)
Shortlist – PR (Public Service)
Shortlist – el Interactive (Branded Content)
Shortlist – Innovation (Digital)
Shortlist – Effectiveness
EUROBEST:
Bronze – Design (Typography)
Shortlist – Direct (Best Low Budget Campaign)
Shortlist – Design (Brand & Identity Experience)
ADC:
Gold – Typography
Silver – Motion
ANDY:
Shortlist – Integrated (Public Service)
ANUARIO DE LA CREATIVIDAD ESPAÑOLA:
Silver – Ideas (Public Services y NGOs)
Silver – Digital Execution (Best Art Direction)
ONE SHOW:
Silver – Interactive (Interactive Advertising – Public Service)
Shortlist – Cross-Platform (Public Service)
Shortlist – Design (Design for the Greater Good – Non-Profit Initiated)
Shortlist – Mobile (Mobile Applications)
Shortlist – Interactive (Websites – Public Service)
Shortlist – Film (Public Service – Video)
FIAP:
Golden Sol + Special Mention – Promo
Golden Sol – Media
Silver Sol – Media
Shortlist – Promo
Shortlist – TV
CREDITS
Client: Fundació Arrels
Product: HomelessFonts.org
Producers: Oxigeno / David Navarro
Coke Tweet Machine
Coca-Cola
Twitter is filled with irony, jokes in bad taste, sarcasm and attacks on famous people. A grammatical error can be a trending topic in a matter of seconds. And worst of all, the laughing stock of a whole country, continent or the entire world.
Twitter is a clear demonstration of how human negativity is catching. But at Coca-Cola they’re convinced of the opposite. They believe they can also make positivity catching. And if they used Twitter to do it, the world could be a much better place.
CANNES:
Shortlist – Direct (Social Commerce)
Shortlist – Media (Use of Social Platform)
EL OJO:
Silver – Mobile (Viral Marketing)
Shortlist – Interactivo (Social Networks Actions)
ONE SHOW:
Bronze – Mobile (Mobile Applications – Consumer Goods)
FIAP:
Shortlist – Media
CREDITS
Client: Coca-Cola Company
Product: Coca-Cola
Producers: Blur / Maxi
Brother
Seat Altea XL
A make of cars that isn’t high-end. A car that isn’t a sports car, a convertible or electric. An audience that isn’t fun, young or special.
But a clear brief: space.
Everybody likes monsters, don’t they? Is there any monster that grows and grows?
CANNES:
Shortlist
EL SOL FESTIVAL:
Silver
CREDITS
Client: SEAT (Volkswagen Group)
Product: Altea XL
Producers: The Gang / Sebastian Grousset / Ignasi Font
Mr Q & Mr S
Seat Toledo
The only Spanish car maker. A car that comes back after having been a national icon. And a name, Toledo, that it shares with the city from which Don Quixote set out on his adventures.
It seemed like just the time to produce a modern remake of the most famous Spanish novel in history.
They say in Spain that there’s no such thing as a small challenge, and if there is this certainly wasn’t one of them.
Only in Spanish! Nearly all the lines are originals from the book by Cervantes and I’m still working on the translation. Sorry.
The remake, like the book 500 years ago, was published in episodes that came out at regular intervals.
CREDITS
Client: SEAT (Volkswagen Group)
Product: Toledo
Producers: The Gang / Sebastian Grousset / The Fact
Clean Notes
Volkswagen iGolf
This is a strange product to make an ad for. The first Golf with green Bluemotion and iPod technology built in. Both features. Both benefits. Together. Though they have nothing to do with each other.
This was what we came up with.
Like an Easter Egg, we put Dramatic Chipmunk, the most popular video on YouTube at the time, on the screen. The best thing is that someone discovered it, found it funny and the detail enhanced the impact of the commercial.
EL SOL FESTIVAL:
Bronze
FIAP (Iberoamerican Advertising Festival):
Silver
CREDITS
Client: Volkswagen
Product: iGolf
Producers: Inocuo / Hugo Basism
Creative Team: Josep María Roca / Xavi Galbis
One Red Paperclip
Volkswagen Polo
Shortly before the campaign, a young Canadian managed to do something incredible thanks to the internet. He wanted to get a house without any money. Just by exchanging bigger and bigger things, starting off with a simple red paperclip. And finally someone swapped a house with him!
It’s incredible when you can manage so much for so little.
Just a moment – like the Polo offer, isn’t it?
CANNES:
Shortlist
EL SOL FESTIVAL:
Silver
CREDITS
Client: Volkswagen
Product: Polo
Producers: Got Film? / Salmon / Pornographics / Fergus Stothartt
Three letters
Volkswagen Golf
Why does new automotive technology always come with initials of three letters?
EL SOL FESTIVAL:
Bronze
CREDITS
Client: Volkswagen
Product: Golf
Producers: Got Film? / Hugo Menduiña
Freedom is not easy
Volkswagen Golf GTI
In a world where there is more and more environmental awareness, more and more responsibility at the wheel and more and more speed limits, this probably isn’t the easiest brief to work with. A 250 HP Golf GTI.
It’s time to stop showing cars skidding about.
EL SOL FESTIVAL:
Bronze
FIAP (Iberoamerican Advertising Festival):
Gold
CREDITS
Client: Volkswagen
Product: Golf GTI
Producers: Got Film? / Hugo Menduiña
Made of
Volkswagen Golf R32
For those who only care about a car’s horsepower, this one has plenty.
EL SOL FESTIVAL:
Silver
CREDITS
Client: Volkswagen
Product: Golf R32
Producers: Inocuo
Summer rain
Volkswagen New Beetle Cabriolet
One positive thought can do anything. That’s why nothing can stop a New Beetle. Nothing.
CANNES:
Shortlist
THE NEW YORK FESTIVAL:
Shortlist
EUROBEST:
Bronze
CLIO:
Gold
EL SOL FESTIVAL:
Gold
FIAP (Iberoamerican Advertising Festival):
Silver
CREDITS
Client: Volkswagen
Product: New Beetle Cabriolet
Producers: Agosto / Nacho Gayán
Marco Polo
Volkswagen Polo
Could it be a coincidence? Or is there some reason why the Volkswagen and Marco shared Polo as a second name?
EL SOL FESTIVAL:
Bronze
CREDITS
Client: Volkswagen
Product: Polo
Producers: Garage Films / Albert Uría
Where’s mummy?
Volkswagen Touran
When we were little we all watched this cartoon series.
A mother has to leave her child to go and work abroad.
The kid didn’t want to be away from his mother. He set out in search of her, but as he didn’t know where she was he ended up travelling all over the world.
When they told us about the product and that it featured GPS and DVD as standard, the ad was practically done.
EL SOL FESTIVAL:
Bronze
CREDITS
Client: Volkswagen
Product: Touran
Producers: Fergus Stothart
Last Day
Volkswagen Beetle
A long time ago, in late 2003, we realised that they were going to stop making Volkswagen’s most iconic car that same year.
We didn’t receive a specific brief from the customer about this event. But at the agency we believed that a story like that of this car couldn’t end this way.
We proposed to make a homage to it.
And that was how this ad ended up in all the newspapers in the country on the last day of the year.
EL SOL FESTIVAL:
Shortlist
CREDITS
Client: Volkswagen
Product: Beetle
Producers: In house