Petronela's Blog

Commercial fight: Greenpeace vs Nestle

// April 3rd, 2010 // No Comments » // Public Relations/PR, Viral marketing

Have a break? from Greenpeace UK on Vimeo.

There’s a fight between Greenpeace and Nestle. Greenpeace is blaming the KitKat producer Nestle company for using palm oil (key ingredient for products like KitKat) from producers who destroy rainforests in Indonesia. To get more attention, Greenpeace released the KitKat style commercial with their special massive twist. Nestle replied with a press release, stating it will switch palm oil supplier, but at the same time they tried to get the commercial down from YouTube. If we can still watch the commercial Greenpeace is obviously not impressed with Nestle’s measures.

Print Ads of the Week 2: Gorilla as main character

// April 2nd, 2010 // No Comments » // Advertising, Print/Poster

Florida Center Book & Film Festival: Gorilla
Advertising Agency: Unitas/RNL, Santiago, Chile

Land Rover: Gorilla
Advertising Agency: Y&R, Milan, Italy

I have to admit that I really, really, like my choice for this week’s prints, and the best thing I could think to say right now is: it’s in our genes!

Which one I like best? The primates are being considered highly intelligent so I think I will go with the first print which is funnier for me than the second one that is also not bad at all. I mean I get the idea, the car vs gorilla’s favorite meal bla, bla, bla… but anyone can drive a car! I’m sure you’ve seen a lot of “animals” in the traffic, so no news there!

However, it was a great idea to use Gorillas in these campaigns, as they are the proper characters to share this clever message and it’s multiple meanings. Let’s not forget that the primates are in the popular culture and media since 1860. For example, gorillas have been featured prominently in fantasy films or stories such as King Kong, Tarzan and Conan the Barbarian. Even back then, the gorillas were featured as physical opponents to the titular protagonists, so the conclusion is that the gorillas got what it takes to… let’s say… read a book, or drive a Land Rover! 98%–99% identical DNA to that of a human should be a good argument.

Reflecting on the prints what I should think: that even a gorilla knows to make the right or more likely the obvious decisions and I don’t, or that gorilla’s intelligence was underestimated as he knows something I don’t therefor I should follow the example…

In the end, we have two main perceptions. On one side gorillas as animals (the emotive reaction and a repulsive reaction) and on the other side gorillas as positive characters (heroes), smart relatives. Each one reaches it’s segment of target.

Looking at the prints which can be easily pass as a reflection to human society, I am wondering if we are getting smarter? Or maybe, I should see the prints as they come as touching, nice and viral.

20 Things a Modern Designer Should Rock At

// February 9th, 2010 // No Comments » // Design, Tips, Trends

More and more designers have come to understand that to be successful and to be meaningful, you need to do more than a website. You need to connect it with the offline world. Paid media is no longer enough to drive traffic for any online project. And, also a creative website doesn’t make a campaign successful if you don’t build an integrated action around it. Each client is looking for different things in his search for the right graphic/web designer. So, to become a cool designer that clients want, you need to fill up a “few” requirements to fit the job.

Enjoy my list of things that a modern designer should know and rock at: Continue Reading

TV Spot Bud Light Campaign: Paintball

// February 9th, 2010 // No Comments » // Viral marketing

A new TV spot in the continuing Bud Light campaign, directed by Tom Kuntz for DDB Chicago. Hope you enjoy Paintball, it sure made me laugh.

Inspiring Print Ads of the Week #1

// February 9th, 2010 // No Comments » // Advertising, Print/Poster

Wrigley’s Juicy Fruit: Shark
To highlight a gum packed full of delicious juicy flavour, DDB Sydney showed in their print campaign various animals and cannibals choosing to chew Juicy Fruit over their usual meal.

Continue Reading

A creative list of keywords to use in headlines

// February 7th, 2010 // No Comments » // Blogging, Tips

So I was thinking about what to write on this blog, and I couldn’t think of anything. Literally. I have maybe 7 drafts worked up already and I just didn’t want to write about any of those topics. So I had a flash thought, “why did you start a blog you don’t even want to update?” Trying to come up with a headline, I realized something… We are all victimes of words like awesome, amazing, the ultimate when it comes to create headlines and it’s no secret that bloggers love to use them frequently. Continue Reading