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Dragon

Campaign
Agency Network: 
Published/Aired: 
February 2013

Description

Print advertisement created by DDB, France for Fight for literacy, within the category: Public Interest, NGO.

Advertising Agency: DDB, Paris, France
Executive Creative Director: Alexandre Hervé
Art Director: Emmanuel Courteau
Copywriter: Jean-Francois Bouchet
Account Director: Jean-Jacques Sebille
Agency Producers: Justine Bruneau, Quentin Moenne Loccoz
Accounts: Sophie Legent, Kenza Adeïda
Account manager: Pierre Beffa
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Highest Rated

Nike Diesel's picture

This is actually quite nice. Good work and cool idea.

Nike Diesel
Activity Score 13630
Art Director
eins-eins-null's picture

oscar in the category "randomness"

eins-eins-null
Activity Score 896
Copywriter
Grrrdude's picture

I think I like this ad much more than your joke...

Grrrdude
Activity Score 33
eins-eins-null's picture

perhaps next time try to think about more important stuff, starting with the differences between ads and comments on this website. and going on with the wisdom that lies in answering a bad joke that was supposed to be bad with a bad joke that was supposed to be good.

eins-eins-null
Activity Score 896
Copywriter
outsider9's picture

I guess you live in your own world, Eins-Eins-Null. Your answer is so complicated, lol. I agree with the comment above yours.

outsider9
Activity Score 39
eins-eins-null's picture

and i guess you and grrrrwhatever are the same person. 2. if you don't understand, you shoudn't judge, that normally has an unpleasant outcome. and anyway, why do you care that much about an opinion, kid? (rhetorical - no answer needed)

eins-eins-null
Activity Score 896
Copywriter
Milan Solanki's picture

This is the most illogical ad i have seen since birth

Milan Solanki
Activity Score 994
Copywriter at Spotlight Communication
Picky1's picture

On the contrary, this is a very logical campaign : it uses the visual codes of advertising but the text is obviously different, so only the people who can read will finally be able to make the difference. Sadly.

It is very clever, on my opinion. I love it.

Picky1
Activity Score 236
Milan Solanki's picture

No offense, it's just my opinion. May be I got little carried away in expressing it, but I still hold the same view about it.

Milan Solanki
Activity Score 994
Copywriter at Spotlight Communication
bate_palmas's picture

I don't think many people will understand this...

bate_palmas
Activity Score 1479
alausa's picture

It's pandering to those who actually take the time to read details as opposed taking in the imagery and concluding.

alausa
Activity Score 1420
Creative Director at Noah's Ark
Nike Diesel's picture

+1 @alausa

Nike Diesel
Activity Score 13630
Art Director
WWWorker's picture

Because they're dumber than you, Bate-Palmas ? xD

Hey, man, franly, it's not complicated. You just have to r e a d. And if you liked the lord of the rings or the hobbit, I think you'll read the text and get the message. Unless you're illiterate, of course.

WWWorker
Activity Score 121
VampAd's picture

I love it.

VampAd
Activity Score 1151
Phiinter's picture

this is really nice. great insight.

Phiinter
Activity Score 20
Copywriter at Noah' s Ark Creative
Owolawi's picture

It's refreshing to see an ad like this.

Owolawi
Activity Score 1534
Copywriter at DDB |

www.owolawi.com

Nike Diesel's picture

This is actually quite nice. Good work and cool idea.

Nike Diesel
Activity Score 13630
Art Director
ivethelloween's picture

I love it! absolutely amazing! Bright!

ivethelloween
Activity Score 27
Art Director
Blazer's picture

Simply awesome. I wish I had done it.

Blazer
Activity Score 15
outsider9's picture

Smart

outsider9
Activity Score 39
Spoonfeederxxx11's picture

I personally think there's something quite intelligent about this idea...

It uses popular media against itself to get the message across...

Spoonfeederxxx11
Activity Score 184
Copywriter
elyoshiro's picture
elyoshiro
Activity Score 546
Creative Director at Dir. Creativo Digital |

www.yoshirosans.blogspot.com

pute's picture

i love the idea, but i'm afraid another 3 million ppl might keep on thinking its a film about dragons, because they dont speak english?

pute
Activity Score 4
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