Cardboard

Campaign
Agency Network: 
Published/Aired: 
February 2008
Chevrolet:  Cardboard

Description

Print advertisement created by McCann, Brazil for Chevrolet, within the category: Automotive.

Advertising Agency: McCann São Paulo, Brazil
Creative Directors: Adriana Cury, Erick
Art Director / Copywriter: Alexandre Silveira
Photographer: Miro / seagulls fly
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Highest Rated

sneakyhands's picture

these are really cool. no tag necessary, the art says it all.
if i had to pick a weak one, it's this one. the razor doesn't look right and the cardboard looks a bit weird, but other than that, i love it.

sneakyhands
Activity Score 1843
Copywriter
sneakyhands's picture

these are really cool. no tag necessary, the art says it all.
if i had to pick a weak one, it's this one. the razor doesn't look right and the cardboard looks a bit weird, but other than that, i love it.

sneakyhands
Activity Score 1843
Copywriter
ahpitt's picture

I got the idea. But, I wonder how many of public will get this?

ahpitt
Activity Score 338
Art Director at Art Director
jamesrothenburg's picture

Ahhh! I hate when people say this. Do you really think you're more intelligent than the general public? The only time these words should be spoken is at a mensa meeting.

jamesrothenburg
Activity Score 552
Art Director
capywriter's picture

he doesn't mean he's more intelligent, but doing advertising every day simply trains you to get these ideas instantly. Therefor, he made a good point!

capywriter
Activity Score 5453
Copywriter at Freelance
ahpitt's picture

Yes, you are right. I never say I more intelligent than others. Someone misunderstanding my point of view.

Most of advertisers neglected a fact: Ads are for public, not for advertiser themselves. You might be one of the public, but your are not represent all the public.

ahpitt
Activity Score 338
Art Director at Art Director
fotdot's picture

Pretty fresh execution. Well done.

fotdot
Activity Score 672
Creative Director
leaking bucket.'s picture

I think these are great. Very fresh and original.

This, however, is definitely the weak one. There is nothing really amazing about over coming cardboard as an obstacle. This should of been wood, or something else more durable and natural.

I agree that they can loose the tag but I think they should definitely add a shot of the car instead.

leaking bucket.
Activity Score 136

That's my first thought...

awenindo's picture

a bit literal..aren't you?

awenindo
Activity Score 215
leaking bucket.'s picture

Explain to me how using a different (more natural) textile within the same concept is being literal.

Don't be a dumb-ass.

leaking bucket.
Activity Score 136

That's my first thought...

askon's picture

what about a knife through butter?

askon
Activity Score 429

-- 9 out of 10 dentists agree that most people will believe any statistic you throw at them.

Ad_Man's picture

could've been a terrific execution!

Ad_Man
Activity Score 826

Think it for a while.
Then, in anytime, it will come to your mind as an idea.

nicoB's picture

There's a lot of good work here today. Love these as well.

nicoB
Activity Score 129
brain123's picture

Nice!

brain123
Activity Score 830
Creative Director at Crea DRAFTFCB
ola wem's picture

In response to 'leaking bucket', i believe the cardboard is symbolic depicting a swampy terrain(i.e softest of terrains).
Well done guys.

ola wem
Activity Score 2
graphic artist/graphic illustrator |

Knowledge is everything.

leaking bucket.'s picture

I very much doubt that. This is a topographical/relief "map" and it represents the contours of a mountainous terrain. The path the knife takes is over the mountains not through the valley/possibly swampy area.

Either way, I still think a naturally occurring textile should of been used like in the other two. The corrugated cardboard is too man-made.

That said, these are still great and a very different approach. 9/10

leaking bucket.
Activity Score 136

That's my first thought...

slip's picture

I appreciate this :) sigh..

slip
Activity Score 913
designer |

SJB

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