Download PDF by Eliza Williams: How 30 Great Ads Were Made: From Idea to Campaign

By Eliza Williams

ISBN-10: 178067208X

ISBN-13: 9781780672083

This publication takes readers backstage on this planet of advertisements, showcasing 30 phenomenally winning campaigns from the decade. attention-grabbing not just for execs but additionally for a person who's fascinated with this artistic process.Technical details on how the advertisements have been constructed is observed by means of anecdotes from the creatives, administrators and consumers, with debts of ways the advertisements have been made and the issues encountered alongside the way in which. every one crusade is illustrated with imagery displaying the phases it went via in improvement - together with sketches and early principles which can were deserted, storyboards, animatics and images from shoots, in addition to photographs of the ultimate advertisements. as well as providing an perception into the operating practices inside of advertisements, the booklet additionally demonstrates how the present interval of fast switch is influencing the abilities now required to paintings in the undefined.

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It’s a big ad! Expensive ad! ’ ‘Carlton Draught’s theme is “a good honest beer”,’ explain the creatives on the ad, writer Ant Keogh and art director Grant Rutherford. ‘So we were searching around for things we thought were a bit bogus, that we could take the piss out of, and we hit upon the idea of sending up “the epic”. It seems brands, especially airline or sports companies, tend to reach a point where they use “big” as their idea. It’s almost a given that you make a big ad. Obviously, epic ads like British Airways and Qantas came to mind.

You could not see further than a few feet in any direction. It was in fact dangerous, as if you walked ten feet in any direction you could get lost from the group and just be wandering about in “white”. So no shoot. Then we had too much snowfall so we couldn’t get up the mountain. Then we had extremely warm weather, so the snow melted in some of our locations. It was a nightmare. ’ The patchy snow was resolved in post-production, alongside other inconsistencies caused by the bad weather conditions.

After all the hype that had surrounded Gorilla, the second ad in the series, Trucks, was something of a disappointment. Featuring a race between mini airport trucks, the idea was cute but the ˇnished ad lacked the weirdness and surprise of Gorilla, and proved less compelling to viewers. So when it came to creating a third ad, the agency knew they needed something special. ëTrucks had been met with mixed reviews,í agrees Richard Flintham, executive creative director at Fallon at the time, ëbut we didnít think about that too much.

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How 30 Great Ads Were Made: From Idea to Campaign by Eliza Williams

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