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Escape your genetics, 1

Campaign
Agency Network: 
Published/Aired: 
October 2009

Description

Print advertisement created by Euro RSCG, Chile for Puma, within the category: Fashion.

Caption

Genes: you can`t hide but you can run.

Advertising Agency: Euro RSCG Santiago, Chile
Creative Director: Rodrigo Bravo
Art Director: Sergio "Chino" Andrade
Copywriter: Tom Tondreau
Illustrator: Carola Angulo
Other additional credits: Baby Jesus
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morse's picture

This one is little confusing. Why would she hand over the hotdog?

morse
Activity Score 18087
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

amchamas's picture

it's a baton pass. track and field.

amchamas
Activity Score 92
Art Director
F.Abboud's picture

But why they took the genes as a creative root concept?! It is a very well known fact that most teenage tend to be active and like sports and outdoor activities while parents are much slower and conservative driven lifestyle; I really don't see the connection in this campaign when it refers to genes.
As for the art direction, the mom is almost reaching her son; hence, she has a very high fitness as per this visual, which contradict the message I guess!

F.Abboud
Activity Score 218
Planner
Guto Araki's picture

I agree. It does.

The art direction makes it contradictory. Looks like the mom is easily passing the baton and not struggling to do it. Maybe the perspective of the illustration is a bit confusing.

Guto Araki
Activity Score 158
Creative Director at fluor / Ponto de Criação
alexander_bickov's picture

Nice artwork

alexander_bickov
Activity Score 3279
silvi's picture

I don´t like this one. Copy is forced. Message is confusing.

silvi
Activity Score 4172
Copywriter
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