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Pumped, 5

Campaign
Agency Network: 
Published/Aired: 
April 2014
Cannes Lions:  Pumped, 5

Description

Print advertisement created by McCann, United Kingdom for Cannes Lions, within the category: Professional Services.

Caption

You'll come back as pumped as a stock photo model.

Advertising Agency: McCann, London, UK
Photographer: Max Oppenheim
Chief Creative Officers: Rob Doubal, Lolly Thomson
Creative Director / Copywriter: Mike Oughton
Art Director: Simon Hepton
Digital Team: Thomas Ilum, Carl Rapp
Typographer: Gary Todd
Producer: Anna Henderson
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NY Belfry's picture

I get this is audience oriented that most agencies would get this and the stock photo play-on thing is interesting in a parody sort of way, but anyone else is going to be very confused by this. Anyone unfamiliar with Cannes Lions is not going to get this or understand what the product is. Kinda ironic honestly.

NY Belfry
Activity Score 1045
Other at City College of Technology
Tero Ylitalo's picture

Who do you think this is aimed for? They nailed it.

Tero Ylitalo
Activity Score 628
Planner at Zeeland
Austin Video Production's picture

Clever.

Austin Video Pr...
Activity Score 1310
kleenex's picture

hahha good ad.

kleenex
Activity Score 58793
Web Designer/Developer
Pedestrian's picture

It's a bit first-thought. This doesn't really have the legs to stretch out into a full campaign. The headline is the same on every execution, and the visual doesn't change enough to make each ad interesting on its own. So you see the first ad, and you think "Cool. Where's this going?" and then it's just 4 more of the same thing.

Pedestrian
Activity Score 492
sacrilegend's picture

Ah, McCann. That explains it.

sacrilegend
Activity Score 3394
Copywriter
UNTTLD_'s picture

A bit forced but made me smile for sure

UNTTLD_
Activity Score 101
Art Director at Langland
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