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Newborn

Agency Network: 
Published/Aired: 
January 2010

Description

Film advertisement created by BBH, Brazil for OMO, within the category: Fashion.

Advertising Agency: Neogama BBH, São Paulo, Brazil
Creative: Fabio Astolpho, Eduardo Andrietta
Creative Directors: Márcio Ribas, Wilson Mateos
Chief Creative Officer: Alexandre Gama
Production Company: Delicatessen Filmes
Director: Gustavo Leme
DOP: Andre Modugno
Sound Design: Menina
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shahidali's picture

splendid execution. however, just when i saw the brand name on the screen i had tough time relating the brand or even the product category with the story board which is predominantly based on such high emotional platform. donno whether anyone else will share such reaction!

shahidali
Activity Score 4067
Dhaka, Bangladesh |

shahid

jackmancer2017's picture

It all made sense until the copy started to get on screen.

jackmancer2017
bubblestheclownfish's picture

This is terrible.

How can a piece SO well shot, SO emotional, SO strong, be diluted into something so stupid. I actually felt moved by this piece, but I'm totally with shahidali and jackmancer - as soon as that copy came up it was a complete let down - it came out of left field - as well as being a VERY weak tie-in. SO the insight is we all start out dirty - have fun with it - don't get me so emotionally engaged because it's the wrong direction to take it. What a waste of great camera work/storyboarding/talent. One of the most frustrating ads recently.

bubblestheclownfish
Activity Score 614
Creative Director
zerocool's picture

I think these guys meant "off" not "of" but I guess it's from Brazil and they just changed the titles to put on AOTW

zerocool
Activity Score 455
thedesignaddict's picture

The marriage between image and text seem misfit to me. Beautifully shot though.

thedesignaddict
Activity Score 5403
Art Director at Freelance
jacknew1981's picture

Great and simple concept. Splendid execution. Hard category. Well done guys!

jacknew1981
Activity Score 3
cef's picture

"dirty is good" again, but this time more emotional.

cef
Activity Score 547
Copywriter
kindlovingsoul's picture

Huge disjoint between such beautiful cinematography and product.

kindlovingsoul
Activity Score 82
Copywriter
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