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Pipeline

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Published/Aired: 
April 2010
Nescafe Print Ad -  Pipeline

Also From This Campaign 2

Description

Print advertisement created by McCann, Peru for Nescafe, within the category: Non-Alcoholic Drinks.

Advertising Agency: McCann Erickson, Lima, Perú
Executive Creative Directors: Ricardo Mares, Mauricio Fernández-Maldonado
Creative Director: Alejandro Guzmán
Art Director: Nicolás Romanó
Copywriter: Alejandro Guzmán
Photographer: Fernando Salomón
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Highest Rated

andylefty's picture

I also see the straight lines first.

andylefty
Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
morse's picture

Like the simplicity. Nescafe clears your head, right?

morse
Activity Score 18087
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

picntype's picture

agreed, but how about people who read things from right to left (Arabs)? they might take it wrong. After Nescafe your work gets complicated ;)

picntype
Activity Score 175
Art Director
F.Abboud's picture

I disagree with your comment since the Ad's audience are not Arabs (or right reader ones); this Ad is made for Peru; if they'll do it for Lebanon, Egypt or others, I'm sure they'll mirror it :))

F.Abboud
Activity Score 218
Planner
Don Rapper's picture

this comment is insane...
Arbas might read from right to left, but that doesnt apply to pictures. they will totally get it.

As for the Ad, the idea is good, the photoshop is terrible, really terrible...

Don Rapper
Activity Score 223
dsklan's picture

dont work for me, i first see the straight line leading to he cup and then the chaos behind the head...

dsklan
Activity Score 1926
Art Director at homeshop
whatthefudge's picture

Me too, I follow the suggested movement of the arm and cup.

whatthefudge
Activity Score 1266
WeirdDog's picture

Me too.

WeirdDog
Activity Score 209
pez's picture

agree with dsklan, i think the layout does not communicate the idea correctly... even then i think the idea is cool...

pez
Activity Score 1804
Creative Director
Short's picture

Same for me to. Should of reversed the background.

Short
Activity Score 2
Creative Director at Third Utrecht
gioborde's picture

maybe what its supposed to communicate is that after coffee youre off to do much more complicated work cause youve got the enegy for it.

gioborde
Activity Score 1387
Art Director at LEO BURNETT |

GiBo

tytpol's picture

Too many times. I think. Like. E...

tytpol
Activity Score 777
Copywriter |

www.tytpol.com

JanvanLieshout's picture

Plus: the coffee goes in on the right and things come out of your head on the left.. The idea is nice but it is difficut to execute in the right way. Just imagine what happens when you turn around the backgrounds...

JanvanLieshout
Activity Score 3
perromalo's picture

I don't like it. None of them... Sorry guys

perromalo
Activity Score 429
Creative Director at Mateo&co
Alan Zed's picture

Haha, too complicated to make a good ad, maybe an excellent ghost...

Alan Zed
Activity Score 58
Copywriter at Paris
anibal smith's picture

osea

1 cuando tomo café se me desordenan las cosas.

2 cuando tomo café mi mente se ordena.

3 cuando tomo café mi mente se acelera y hago muchas cosas.

cualquiera de esas tres lecturas es válida porque el sentido no esta claro
de izquierda a derecha o de derecha a izquierda

la 2 y la 3 son apropiadas para hablan del beneficio de tomar café
pero se desprenden de interpretaciones opuestas del sentido o dirección de los post-its

entonces el sentido no importa?

anibal smith
Activity Score 48
anibal smith's picture

when you drink coffee, your mind becomes disordered

anibal smith
Activity Score 48
hellojoseluis's picture

Wow!! Creative! :D

hellojoseluis
Activity Score 8
Marketing Manager at Advertising & Marketing
hellojoseluis's picture

Wow! efective!! :D

hellojoseluis
Activity Score 8
Marketing Manager at Advertising & Marketing
Mayi92's picture

McCann Erickson no me quieren contratar?

Mayi92
Activity Score 143
IPP
andylefty's picture

I also see the straight lines first.

andylefty
Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
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