There's more under water, Alligator

Agency Network: 
February 2011
Canon:  There's more under water, Alligator
Canon Print Ad -  There's more under water, Alligator


Print advertisement created by FCB, Brazil for Canon, within the category: Finance.

Advertising Agency: Giovanni+DraftFCB, Brazil
Creative Directors: Adilson Xavier, Ricardo John, Benjamin Yung Jr
Art Director: Henrique Del Lama
Copywriter: Marcelo Jun Sato
Illustrator: Henrique Del Lama
Art Buyer: Tina Castro
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lessismore's picture

help i don't understand this…

Activity Score 251
Graphic Designer
raulbanderas's picture


Activity Score 357
lessismore's picture

thx dude i already get that, i wanted to know more of the "concept", if there's one…

Activity Score 251
Graphic Designer
luispiter's picture

i dont understand.. is confused

Activity Score 2756
Billoughsby's picture

They're selling an underwater camera. Ah, kind of obvious.

Activity Score 5154
Art Director |

That's it.

jjf's picture

They're using an iceberg concept. You only get to see just a partial glimpse on the surface but in truth there's more than meets the eye underwater. The camera is shown at the bottom so you get the ad more. Blue is used to represent water. O.o

Activity Score 260
Copywriter at LINs Advertising & Marketing
khronos's picture

yea but why green and why PINK o.0

Activity Score 994
lindsay's picture

this ad could be for any underwater camera. doesn't say anything special about canon - you could stick any logo on it. took me a while to work it out as the execution is all wrong. why a silhouette alligator drawn in illustrator? hardly captures my imagination for photography. what would have worked well here is a great quality underwater shot of an alligator to show what the product actually does. now who wouldn't want a picture like that!?! make me want it, this doesn't inspire me to do anything - it just says canon are cheap and can't afford a photo shoot.

Activity Score 13
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