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Crossword puzzle

Campaign
Agency Network: 
Published/Aired: 
March 2010

Description

To demonstrate the universal ability of Pattex to stick anything to anything, the brand sponsored the crossword in a popular Egyptian daily and magazines. When solved, you see that different materials are joined seamlessly, thanks to the power of Pattex.

Print advertisement created by TBWA, Egypt for Pattex, within the category: Office Equipment.

Advertising Agency: TBWA, Cairo, Egypt
Creative Director: Arindam Sengupta
Art Directors: Sameh George, Youssef Gadallah
Copywriter: Ahmed Refaay
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Highest Rated

TJC79's picture

I thought this was done well. It isn't so complicated it consumes too much time to complete. The goal is to get the 'complete' message to as many ppl as possible. A more realistic crossword puzzle would turn off a majority of ppl.

Now if their audience was strictly the puzzle lovers then yes... they failed. Some how I don't think this was the case.

TJC79
Activity Score 16
Other at Wirestone LLC
atb2005's picture

Egypt has been doing really well lately when it comes to advertising. Great concept!

atb2005
Activity Score 13557
tirthomitro's picture

Egyptianism at its best...

tirthomitro
Activity Score 2758
Creative Director at Grey Global, India |

they showed me a picture & i laughed
dignity has never been photographed

Hiperion's picture

the best in what?

Hiperion
Activity Score 3138
Creative Director at zinkproject Valencia
Hiperion's picture

the best in what?

Hiperion
Activity Score 3138
Creative Director at zinkproject Valencia
whatthefudge's picture

It seems as if TBWA's office in Cairo recently has discovered AotW.

whatthefudge
Activity Score 1266
Dzsoi's picture

Pretty lame execution. I mean, most of the definitions are 'xy is made of' types, some are a bit more interesting (also a music genre), and some are very lame: Don't throw stones if you live in a {glass} house?!

Dzsoi
Activity Score 8557
Copywriter at Brightly
atb2005's picture

Please share your own definitions. I don't think they were trying here to create a mind boggling puzzle; just a simple puzzle that visually supports the copy.

atb2005
Activity Score 13557
Dzsoi's picture

I am sorry, but if you are a copywriter you can't lay back when the idea is ready. If you come up with a cross-word puzzle idea, you have to write (at least) an average cross-word puzzle, so people may want to solve it. For glass, it would be enough something like: 'You can see through this' I didn't say all was wrong but it's uneven. Don't throw stones if you live in a ... house?! This is so fcking stupid and straining that it makes hard to solve.

Dzsoi
Activity Score 8557
Copywriter at Brightly
atb2005's picture

I am not trying to argue with you. I appreciate your comments. I can tell that you are smart! However, as I already said, the idea here was to create a basic puzzle (they didn't mean to insult your intelligence) that just visually illustrates the copy "that anything sticks to anything". This wasn't meant to be Sudoku challenging or win an award for the best word puzzle. Again, you and I would have to agree to disagree. ;-)

atb2005
Activity Score 13557
TJC79's picture

I thought this was done well. It isn't so complicated it consumes too much time to complete. The goal is to get the 'complete' message to as many ppl as possible. A more realistic crossword puzzle would turn off a majority of ppl.

Now if their audience was strictly the puzzle lovers then yes... they failed. Some how I don't think this was the case.

TJC79
Activity Score 16
Other at Wirestone LLC
Dzsoi's picture

I am not saying it should be more boring / exciting, just some definitions are a bit clumsy and could be a bit better. Like... 'Almost everything around us is made of:' (plastic). Why not 'Barbie and Ken are made of:'? Maybe not, just my subjective opinion. Seems like many of you are fine with the copy, so it can't be that wrong.

Dzsoi
Activity Score 8557
Copywriter at Brightly
listenthinkimplement's picture

Lame. Lame. Lame

listenthinkimplement
Activity Score 64
Copywriter
xcreativity's picture

not a fan

xcreativity
Activity Score 2374

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
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everartz's picture

well yea... but i think its boring somehow.. but ok..

everartz
Activity Score 7613
Art Director |

| everartz |

AssassinX's picture

Haha I also did a poster for Pattex in a more direct way. I think the Eygptian is a bit too complicated.

Mine is here: http://i39.tinypic.com/1zxqyw8.jpg

AssassinX
Activity Score 1329
Appolonia's picture

I LIKE THAT ONE :)

Appolonia
Activity Score 298
Copywriter at memark branding agency
ffffffwhat's picture

Sort of reminds me of those old Polo ads...the small but tough ones.

ffffffwhat
Activity Score 261
Art Director
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