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Bookend Cook

Campaign
Agency Network: 
Published/Aired: 
January 2010
Kinokuniya:  Bookend Cook

Description

Print advertisement created by Ogilvy, Indonesia for Kinokuniya, within the category: Retail Services.

Advertising Agency: Ogilvy & Mather Jakarta, Indonesia
Executive Creative Director: Gary Caulfield
Creative Directors: Glenn Alexander, Joseph Dean, Yuwono Widodo
Art Director: Tania Huiny
Copywriter: Lydia Tarigan
Digital creatives: Rudy Haryanto, Aldo Khalid
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Highest Rated

Jakarta Jack's picture

A really great idea but only the first one is good. Too many books to get result, but OK.

The 2nd one is weaker. Why use DI to make the person literally "enlightened"? Maybe the guy dressed up like a bum becoming a successful, impeccably dressed businessman?

This one has a negative approach. I'm with Jud and Dzsoi.

Jakarta Jack
thedesignaddict's picture

Smart. Simple. Great. (I prefer the other 2 executions more).

thedesignaddict
Activity Score 5403
Art Director at Freelance
jackmancer2017's picture

what's the start and what's the finish? :P

jackmancer2017
AXAY555's picture

'w' is the start & 'P' is the finish...thats how u typed.

AXAY555
Activity Score 582
Graphic Designer at rachana sansad college of applied art, mumbai.
iwannatalktosamson's picture

The other 2 executions work better since this one shows a negative, but nice thinking in these ads.

iwannatalktosamson
Activity Score 701
Jamaica Ad School
Punch's picture

Me parece que la cosa iba más por "sube o baja de peso cuando te lo propongas".

Punch
Activity Score 612
Creative Director |

"no silencies lo que no sabes expresar".

jud's picture

To be honest, I didn't get it at first because I simply didn't notice the women were different. I think the last one (the one with the couple) conveys the message in the clearest way.

jud
Activity Score 13
jud's picture

oh, and hold on, just noticed something. So the getting fat is supposed to be the desired result? Because the other two ads put the desired result at right end. Or is this just lack of consistency? Or are they trying to say that you'll find such good recipes you might as well get fat? Not sure if that's a good idea...

jud
Activity Score 13
Jakarta Jack's picture

A really great idea but only the first one is good. Too many books to get result, but OK.

The 2nd one is weaker. Why use DI to make the person literally "enlightened"? Maybe the guy dressed up like a bum becoming a successful, impeccably dressed businessman?

This one has a negative approach. I'm with Jud and Dzsoi.

Jakarta Jack
Istiko's picture

bagus sekali ide dan eksekusinya!

Istiko
Activity Score 165
Creative Director at Student Collage |

save my soul

aji pam's picture

idenya oke, insightnya bisa d tarik lagi - tapi eksekusinya jatuhnya negatif - sayang bangeeet

aji pam
Activity Score 94
Graphic Designer
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