Michael Weinzettl presents what will be the cover of our next issue and talks to Publicis creatives about the idea behind it, including Erik Vervroegen - “simply one of the great creative directors of our time”.
“How predictable are we in our choice of covers?” This is basically the question we asked you (and ourselves) when a couple of weeks ago I encouraged you to place a bet on which of the five options for Vol. 3/2015 was going to make it on the cover. The answer to this question has turned out to be a loudly resounding “VERY predictable!”
About 95 percent of all the bets were placed on the “Cactus Girl” – as we’ve dubbed her –from a social campaign with the tagline: “Abuse should hurt the abuser.” The client is DIF (Sistema para Desarrollo Integral de la Familia – which roughly translates to System for Integral Family Development) and comes from Publicis Mexico City. And indeed that is the one we had chosen to be the cover of our upcoming issue.
Desarrollo Integral de la Familia by Publicis Mexico City
Since I’m not usually aware who or what agency is behind a campaign when I select it, I was quite surprised when I found two very familiar names involved in the creation. First of all, one of the creative directors behind it (the others being Hector Fernandez and Jessica Apellaniz) is none other than Erik Vervroegen, the acclaimed Belgian creative, who not only managed to put TBWA Paris into the Agency of the Year position at Cannes for three straight years in the last decade but is simply one of the great creative directors of our time.
I interviewed him for Vol. 1/2006 at the height of his success at TBWA Paris. From there he later moved to Goodby, Silverstein and Partners in San Francisco, where he stayed two years, and in 2011, returned to Paris to take on the post of international creative director at Publicis Worldwide.
To date this guy has won some mind-boggling 70 Lions at Cannes, where he and Marcello Serpa rank as the most-awarded ad creatives of all time. I would not at all be surprised if that number of awards would go up even more after this year’s festival in June.
Asked what he thought about the campaign and that it would grace the cover of the magazine, Erik told us: "Impact is everything. Ads that can grab your attention, deliver a message, create emotion in less than two seconds are rare; exceptional. That is probably why Archive, who are obviously experts when it comes to print, chose this one.”
The other familiar name in the credits of the DIF campaign is of course Ale Burset, the Argentinian photographer, who for the past five years, has dominated the Photographer Ranking in Lürzer’s Archive. (This means that no other photographer’s work has appeared in our magazine more frequently. The pole position used to be held by Nadav Kander until about five years ago, and Kander still ranks as number one in our overall ranking, i.e. since the magazine was launched 31 years ago).
Burset has had seven campaigns he shot featured in Archive this year alone and several more will be added that feature in Vol. 3/2015: Obviously the “cover” campaign; then one for Lavazza from Y&R, Milan; Stabilo pencils in House & Garden by Camara\TBWA, Montevideo; a couple of campaigns in the Pet Food category for Pro Plan by Marcel, Mexico City; Uniform brand jeans, from Pluton, Montevideo; and one for a festival of horror films by Badillo Saatchi & Saatchi, San Juan, Puerto Rico.
I asked Hector Fernandez, who is also the CEO of Publicis Mexico and also CCO Publicis LATAM about the briefing for the DIF campaign: “The brief was simple, find an idea that has the power to stop people on their tracks and draws attention to a terrible problem: Child abuse.
“Most ads in the category choose to use children as victims. We wanted to find a fresh way to convey the message. We thought nobody was doing something to solve the problem and then talked about evolution taking care of it eventually.
“That was how the visual was born. It was a collaborative project with the photographer, Ale Burset. He has an amazing mind and has worked with Publicis, over and over again, helping us bring to life very powerful visuals.”
So there you have it, our new cover and proof of our “predictability” when it comes to selecting it. I don’t mind very much though. With so much talent involved how can you not be predictable in your choices?
Meanwhile, we will be in touch with the winner of the free year-long subscription!
15 May 2015
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