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Agency Network: 
Published/Aired: 
November 2009

Description

Print advertisement created by Wax, Canada for Calgary Farmers' Market, within the category: Retail Services.

Caption

Fresh for the holidays.

Advertising Agency: WAX Partnership, Calgary, Canada
Creative Directors: Sebastien Wilcox, Joe Hospodarec
Art Director: Brian Allen
Copywriter: Tim Anderson
Photographer: Brent Mykytysyn
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everartz's picture

how does that mean that its fresh? i dont see it at all

everartz
Activity Score 7613
Art Director |

| everartz |

sunilcreates's picture

actually its not fresh. Its Natural. The copy person is not understud the idea.

sunilcreates
Activity Score 166
Creative Director at Olive, Mumbai
satrianee's picture

İt's just ripped open. hehe.. I guess creating the whole campaign, they assume people will evaluate these ones along with the other ones.
http://adsoftheworld.com/media/print/calgary_farmers_market_tomatoes. If not there is nothing new here. just good visuals.

satrianee
Activity Score 3748
Realist's picture

good job guys

Realist
Activity Score 37
Employee12660's picture

Hey Hack! Why don't you make it a little more apparent that you work at WAX by commenting on all the work they do. When you say 'good job guys' do you mean yourself? These ads are first level very very first level.

Employee12660
Activity Score 16
Copywriter
silvi's picture

What wonderful art job!

silvi
Activity Score 4172
Copywriter
Brain-Art's picture

Fruits look "dry" on visuals, totally opposite idea came out in the execution

Brain-Art
Activity Score 1101
Graphic Designer
fadirahhal's picture

cant c any "fresh", cant c any "holiday".... its not yummy fruit, and bad photoshop, layout?? no !!!!, copy??? no also.... comon guys.....

fadirahhal
Activity Score 235
Art Director at Emirates Hospital and CosmeSurge
fadirahhal's picture

cant c any "fresh", cant c any "holiday".... its not yummy fruit, and bad photoshop, layout?? no !!!!, copy??? no also.... comon guys.....

fadirahhal
Activity Score 235
Art Director at Emirates Hospital and CosmeSurge
bubblestheclownfish's picture

Worst of the three - you actually eat the apple peel to get the nutrients - throwing it away is wasteful. Even with the others - it's a stretch. So you peel fruit and vegetables. So what? Nice visual, and obviously an excuse to make a Xmas tie-in, but really there's no benefit to this ad, other than an underutilized reminder of the Farmer's Market's existence. Any fruit store could do this ad. Tell me why I should shop at the Farmer's Market. I DO like how the leaf is not perfect though - refreshing to see some reality in ads ;-)

bubblestheclownfish
Activity Score 614
Creative Director
digifool's picture

"An underutilized reminder..." Isn't that the essence of most of what we do in advertising? Make brands top of mind (or to remind) in an original / memorable way (or underutilized as you say.) I would argue that these ads are not without benefit. I would say the benefit is implied. The fruits are shown as gifts and therefore elevated and made to seem more glorified & precious which is what the Farmer's Market is about.

Of course any fruit store could do this ad. Any MP3 player could have done the silhouettes dancing in front of colourful backgrounds ad but apparently Apple beat them to it. The same could be said for many campaigns. The secret is to do it first. Doing it first gives indisputable ownership to the brand.

I do see your point of the apple being a little different than the other four as peel is something that is often eaten. However it is not uncommon to peel an apple an apple and eat it. And people don't exclusively eat the peel and throw away the rest of the apple. The flesh under the peel is commonly seen as the part that most consume so I don't feel that this execution is totally out of place.

Thanks for the comments

Brian

digifool
Activity Score 266
Art Director
bubblestheclownfish's picture

Finally! Someone that doesn't just retort with "No it isn't", or "You're wrong". Thanks for that ;-)

Brian, my point is that if there's an opportunity to present a point of differentiation for one's brand one should take it. Too many people these days are looking for cool images, flashy (albeit memorable) executions that sell the category but not necessarily your uniqueness in that category. What makes the Calgary Farmer's Market better than other markets? Than regular fruit stores? Showing an apple/whatever peeled like a present may be cute, but what's the point as-is other than "Ummm... yeah... don't forget about us... The Calgary Fruit Market." I'm sure the client just wanted something cute for the holidays, and this is the agency's answer - it just feels a little easy-answer to me, and a wasted opportunity.

I'm CD on one of the world's biggest selling beer brands, and constantly have to wrestle with this issue daily - selling the brand, not the category. We kill ourselves mentally to do that, and so I'm most likely more cognizant of this particular issue than most - but it doesn't make it any less important.

Cheers and Thanks!

bubblestheclownfish
Activity Score 614
Creative Director
digifool's picture

I hear your point. And you're right.

In reading your comment I realized that brand differentiation depends so much on the context. Unfortunately on a site like this you're working on a bit of a vacuum. First CFM are advertising to a local upper middle-class crowd who don't mind spending a little more for quality and are used to a higher end shopping experience. The other local farmers' markets are notoriously un-commercial and unpolished. (Actually just the fact that CFM advertises differentiates the brand). Grocery stores advertise but it's in the form of a star-bursty flyer that says 'we have produce for cheap! (and we also sell fruit in a can!)'

Most of the advertising that CFM does attempts to elevate the brand beyond the cheap retail or a dirty/disorganized experience. That is really what differentiates the CFM brand in this case.

Cheers,

Brian

digifool
Activity Score 266
Art Director
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