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Agency Network: 
Published/Aired: 
June 2008

Description

Print advertisement created by Publicis, Brazil for Mackenzie University, within the category: Education.

Caption

Yeah, the world needs more people with substance.

Advertising Agency: Publicis, Brazil
Creative Director: Guilherme Jahara
Art Directors: Daniel Leitao, Marcelo Torma
Copywriter: Rodrigo Strozenberg
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Highest Rated

ricklongo's picture

This campaign, from what I can tell, isn't supposed to make people aware of Mackenzie's rational differentials. It's merely trying to build a brand by positioning the product as a place you should go if you want to have 'substance'. And it does that very well, in my opinion.

ricklongo
Activity Score 1244
JAGGY's picture

Sure this campaign successfully makes fun of the dimwits, but in no way tells anything about Mackenzie. People who already know about this factory that churns out 'substanced' people can appreciate the campaign and laugh within themselves. But it stops there. Nice layouts though.

JAGGY
Activity Score 1382
Copywriter at TBWA, Mumbai |

Jaggy, MICA Ahmedabad

ricklongo's picture

This campaign, from what I can tell, isn't supposed to make people aware of Mackenzie's rational differentials. It's merely trying to build a brand by positioning the product as a place you should go if you want to have 'substance'. And it does that very well, in my opinion.

ricklongo
Activity Score 1244
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