Communication Arts, the premier journal of visual communication honors two more of Philippine advertising’s finest works. Already having won a stream of awards since their launch last year, works from Lowe Philippines and BBDO Guerrero/Proximity Philippines make their way to the pages of the largest creative magazine in the world on its January/February 2010 issue.
This issue is Communication Arts’ 50th anniversary, and is the Advertising Annual to celebrate 50 years of advertising.
Lowe Philippines’ “Weeds” for Viva VideoCity is under the Poster section, while BBDO Guerrero/Proximity Philippines’ series “Dino”, “Flytrap” and “Sumo” for Hewlett-Packard Ink features under Trade/Institutional Ads.
Lowe’s poster ad was created to announce the launch of the videos for the TV series “Weeds” about a suburban single mother who sells marijuana to augment the family income. The fact that “Weeds” was a low-budge affair proved an inspiration. As well, the agency was limited to a standard vertical poster inside Video City outlets.
“I took a small piece of paper and started to roll it like a joint. As I was halfway through I realized that I could roll the poster. The greatest challenge was how to roll the poster just right, and to make it a world-class roll,” shares Joel Banzil, Lowe writer and art director.
“It’s simple. It made Video City goers pay attention. And it got a nod from Stefan Sagmeister,” Banzil adds.
Sagmeister, designer and founder of Sagmeister Inc. in New York, is a contributor for Communication Arts.
< width="265" height="400" src="/global//UserFiles/WeedsPoster. " alt="" /> Lowe Philippines poster "Weeds" for Viva VideoCity
The brief from Hewlett-Packard was very specific: HP Original Inks, proven to out last refills.
“The inspiration was the specific brief itself. With a brief like that, in its category, an entertaining form of side-by-side was a way to go. (To execute it), we laid out paper to form the objects and shot them,” reveals Brandie Tan, BBDO Gurerrero/Proximity head of Art.
< width="265" height="634" src="/global//UserFiles/HP ink series(2). " alt="" />BBDO Guerrero/Proximity Philippines "Dino", "Flytrap" and "Sumo" for Hewlett Packard Original Ink
Speaking of Communication Arts as a respected advertising and design publication, especially still in the United States, Tan says, “Before the days of the internet, Adsoftheworld.com and bestasontv.com creative directors looked into (Communication Arts) and looked forward to seeing their work in (its) Advertising Annual. And we still do. This is at least the third time BBDO Guerrero was been featured in it.
The bi-monthly publication showcases the top work in graphic design, advertising, illustration, photography and interactive media.
Visit www.commarts.com for further details.
adobo magazine. The Word on Advertising.
