As the Nobel-prize winning chemist Albert-Szent-Gyorgi put it: "Discovery consists in looking at the same thing as everyone else and thinking something different."
Well, the people at Leo Burnett Italia (Milan) did this for their client Aqualtis. They looked at "dirty clothing" and thought "exotic underwater scene" to create the above ad, "Underwater World." This ad was just announced by Clio as the Grand Prize winner in the "Television/Cinema" category.
I had to watch it twice before I realized that the sea creatures were clothing. Nice job!
Thanks for sharing this, It's nice to see what the CLIO people think is a winning effort.
Posted by: Elvin Royce | 21 May 2007 at 09:25 AM
Roger,
This is fabulously creative, with a simple sticky message at the end. I second your vote: Nice Job!
Posted by: Lewis Green | 21 May 2007 at 11:32 AM
Hi Roger,
This film is extremely well directed (by Dario Piana) and post-produced (BUF post-production facility in Paris, one of the best french special effects company). It is innovating, fresh, fascinating, and definitely deserves a Grand Prize. Wonder if the creatives behind this had the idea while thinking "out of the box" or diving "into the tank".
Posted by: mindblob | 21 May 2007 at 01:03 PM
Elvin & Lewis: Thanks for stopping by and sharing your enthusiasm for this ad.
Luc: Thanks for the more in-depth credits. Have you worked with any of those folks?
Posted by: Roger von Oech | 21 May 2007 at 05:21 PM
Yes... I produced a 3D animation with BUF for one of our clients. Extremely talented people, really. Crazy thing is that this ad (that I really liked a lot) was not used by client because they encountered problems with the distribution of the product at the time (sigh!).
Posted by: mindblob | 22 May 2007 at 12:01 AM