Agency Network: 
December 2009
Brazilian Advertising Festival:  Boat


Advertising Agency: F/Nazca Saatchi & Saatchi, Sao Paulo, Brazil

Print advertisement created by Saatchi & Saatchi, Brazil for Brazilian Advertising Festival, within the category: Professional Services.


Many try, a few get it.

Creative Directors: Fabio Fernandes, Carlos Di Celio
Art Director: Eric Ribeiro
Illustrator: Tribbo Post
Copywriter: Pedro Prado
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Highest Rated

ss674's picture

I think it's clear what they intended to show and I got it at the first sight.. but then I didn't really think that much either.

Activity Score 22
shahid.h's picture

i find an essential flaw in the insight...its brain and idea cheer together..but brain and idea are two separate entities here, and the captain is a brain... and it seems the winner is an idea, whichy is true but again brain is in a superior position, and other brains looking over, the idea of those brains not having the idea isn't clear either! was just wondering

Activity Score 256
Copywriter at OgilvyOne Worldwide,Sr. Copy
satrianee's picture

thank you. that makes 2 of us

Activity Score 3746
morse's picture

I think it's simple and clear. Good work. Even though light bulb has been used to portray just too many times.

Activity Score 18159
Art Director |

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

bobby666's picture

the idea of the bulb is used and abused like anything. still i like the way its being used here. refreshing. just a question - is the award has the shape of a bulb?

Activity Score 1462
RMG Connect, India
second_creator's picture

brain "STORM"...................sinking idea

Activity Score 754
Copywriter |


CopyRight's picture

nice, but winning brains shouldn't be celebrating with ideas.

Activity Score 713
Marlus Lau's picture

Very nice.

Marlus Lau
Activity Score 1808
Art Director at Editora O Estado do Paraná / Pós-graduação na Unicuritiba
the_lizard_king's picture

Its OK! I think if it is an ad for an advertising festival it gotta be equally competitive and creative!

Activity Score 1257
Copywriter at Forecast advertising |

And then GOD said...
Let there be creativity!!!

nemesis's picture

I think it's clever. The brain got the idea.
Yes, the light bulb has been used many times to represent ideas, but I don't see anything wrong with it, since the bulb has become the "icon" for ideas. I think that if used right, it's OK to use it.

Activity Score 767
Creative Director
silvi's picture

This has to be the best idea ever! And is not. It´s a shame.

Activity Score 4170
Audrius Kubrik's picture

No, it's not new - the humanized parts of a human body, but I evaluated it with a 7 for the nearly great execution of an absolutely crazy and clumsy idea.

Audrius Kubrik
Activity Score 828
rolling.stone's picture

in first view i found it quite funny

Activity Score 2739
Copywriter at Delhi , India |


~ Quite obviously, I have gathered no moss ! ~

sold's picture

its a shame that i have to explain this.

many (guys/brains) try (to get a boat or a walk with some gorgeous/famous woman/the idea), a few (really good brains) get it.

and about the bulb: the award itself IS A BULB!! take a look on the right top corner!

every man (paparazzi or constructors) has a brain, but just a few (the winner) can get a really good idea (woman).

do you people need a draw to understand?

Activity Score 3379
Migzter13's picture

the brains in the lifeboat should sing in accapella or something. haha

Activity Score 973
Graphic Designer at De La Salle University, Manila |

Stop Mediocrity. Start Creativity.
There are two kinds of people in the world; people who like mustangs (cool people) and people who like camaros (idiots).

Emanresu's picture

The illustrations are well executed and rather humorous. Going by what 'sold' said, I see where the confusion is coming from. Some might say "Are the brains on the boat singled out because they cannot develop an idea? If so, why are they in advertising?" What if this was for The One Show? would you rate it three or four stars, because a brain and a pencil are paired?

I am sure the intention was to depict how only few are successful and rewarded at the Brazilian Advertising Festival for their thinking and creativity. Great work.

Activity Score 2148
Graphic Designer at Apparel design.
ss674's picture

I think it's clear what they intended to show and I got it at the first sight.. but then I didn't really think that much either.

Activity Score 22
Srivatss N Iyer's picture

the other ad was much better

Srivatss N Iyer
Activity Score 121
Copywriter at RK Swamy BBDO
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