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Sloth

Campaign
Agency Network: 
Published/Aired: 
September 2011

Description

Print advertisement created by Publicis, France for RATP, within the category: Transport.

Caption

Sloth taking up too much space.
Get scolded 2 or 3 times to their face.
Let's stay human on public transport

Advertising Agency: Publicis Conseil, France
Chief Creative Officer: Olivier Altmann
Creative Director: Hervé Riffault
Copywriter: Olivier Dermaux
Art Director: Mathieu Vinciguerra
Assistant Art Director: Mélanie Pennec
Managing Director: Jean-Patrick Chiquiar
Client Service Director: Laurence Neveu
Account team: Emmanuelle Henry / Elodie Chicheportiche
Planner: Barberine Reyners
Production: Patricia Denis du Péage
Illustrator: Mr Remi / Mr Hyde
Photographer: Benoît Mauduech
3D: Hervé Lopez / M. Hyde
Head of art: Jean-Luc Chirio
Production: Elysian Field
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Highest Rated

joelapompe's picture

Serge is right... it's so 1982 : http://goo.gl/ITLOc

joelapompe
Activity Score 3853
JeffGreenhouse's picture

It's an interesting visual, but I have two main issues with this ad:

1) The English is terrible. I often see poor translations from small businesses in foreign countries, but I expect better from a major agency.

2) Conceptually, a sloth is known for being slow and lazy, not for taking up too much space. Stretching out is not inherently a symbol of laziness.

I can see where this was trying to go, but I don't think it reached its destination.

JeffGreenhouse
Activity Score 310
Serge BARREAU's picture

Sorry but… this concept have been used by RATP twenty years ago.
A series of posters where we saw people with an animal head.
The signature was: "Frauder c'est bête" ("Fraud is stupid")
The word "bête" has, in french langage, a double meaning : to denote an animal - a beast - and qualify a person as stupid.

Serge BARREAU
Activity Score 20
Creative Director |

Never have time to do. Always time to redo.

joelapompe's picture

Serge is right... it's so 1982 : http://goo.gl/ITLOc

joelapompe
Activity Score 3853
Glut's picture

right to the point series. Works for me.

Glut
Activity Score 3935
Public Relations at Glut. Ideas Boutique.
JLL's picture

Merci, Joe La Pompe... Voler c'est pie que tout!

JLL
Activity Score 390
Director of Creation - Copywriter
albfej's picture

Very nice! The characters are reminding me a little the Orangina Ad http://www.bcreative.al/top-5-ads-6/

albfej
Activity Score 37
Creative Director at PIK
Roger Keynes's picture

Clumsy. Overstated.
Loose the main headline.
The subhead is enough.

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

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