Take part in the “Great Ads” campaign and you could be published in Lürzer’s Archive magazine. Michael Weinzettl speaks to BBDO creative director Luis Tauffer.
Video: What is the alternative story behind the creation of Billboard's "Music" campaign?
Early last year Lucas Zaiden, who was then with BBDO Moscow, approached us with an idea for a campaign for our magazine. This idea was developed into the “Great Ads” campaign by the agency with Luis Tauffer at the creative helm.
“To celebrate some of the best ads ever published in Lürzer’s Archive, we launched the “Great Ads” campaign, which tries to imagine how some of these great ads might have been created,” says Luis, who's recently joined BBDO Proximity, Paris.
“We never really know how the creatives behind campaigns such as Billboard’s “Dots”, Lego’s “Imagine” or Stella Artois’ “Reassuringly Expensive” come up with the ideas. But every time we see these great ads, the same question comes to mind: HOW THE HELL DID THESE GUYS THINK OF THIS?!
Each of BBDO Moscow’s seven prints, showed a famous ad accompanied by fictitious dialogue imagining what could have been the moment the ad was created. The tagline: “Great Ads. No one knows how. Everyone knows where.”
It later turned into a series of seminars at Cannes Lions and the Golden Drum festivals in 2012 and even spawned an app and a set of t-shirts.
Images: The concept of "Great Ads" inspired a workshop at the Cannes Lions Festival and a seminar at the Golden Drum Festival, with guests such as Sergio Valente, Toby Talbot, Ali Bati, Jean-Paul Lefebvre, Marco Nascimento, and Marco Cremona revealing the real stories behind some of their best ads, sharing personal tips to create great ideas and curious facts behind some of their best campaigns.
See the rest of the print campaign here.
Part of the campaign also included a competition in which we asked our readers to create their own versions of the campaign: re-imagining the dialogue and creative process behind some of the greatest ads to appear in Lürzer’s Archive. And Archive fans can still take part.
Be part of the campaign for a chance to published in Lürzer’s Archive!
1. Take a look at the “Great Ads” print campaign to get familiar with the format.
2. Download “The Great Ads Tool”, an iOS app that allows you to select your favourite iconic ads published in the magazine.
3. Create your own funny dialogue behind the ad. What was the copywriter really thinking? What actually happened to the art director that led to those visuals? Was the photographer drunk when he took that image?
The shortlist will be announced on 1 August 2013, so get writing. Good luck!
Image below: Great Ads" by BBDO Moscow. Re-imagining the creative process behind Lego's "Imagine"