lunedì, 2 dicembre, 2013, 15:56 - Generale
Here is the new advertising campaign for the Volvo Trucks brand conceived by the agency Forsman Bodenfors and directed by Andreas Nilsson. A plan made in one take, with the staging of the actor Jean-Claude Van Damme between two moving trucks to show the accuracy of the trajectory.
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domenica, 1 dicembre, 2013, 14:35 - Generale
This hard-hitting print ad campaiging against gun violence comes from advertising and marketing agency Grey New York. The campaign, which features three human targets, including a small baby, calls for an update to the USA's antiquated gun laws. The ad, commissioned by non-profit organisation States United to Prevent Gun Violence, features the tagline 'Bullets leave bigger holes than you think'.
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sabato, 30 novembre, 2013, 11:30 - Generale
Look! A robot poos electronic stuff! Ha ha! But really, this print advertising campaign from Euro RSCG is a tongue-in-cheek execution of quite a serious issue (electronic recycling). You may be wondering how an excreting robot is relevant but it all becomes clear with the tag line, 'potty train your e-waste'.
The artistic direction is simple yet effective. The font at the bottom of this print ad is also big enough to entice the reader's attention and ensure the message has firmly been executed.
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venerdì, 29 novembre, 2013, 11:05 - Generale
Alex Solis is an American illustrator who has been drawing many visual for t-shirts. With a simple, friendly and very recognizable style, he invites us to discover his staging of objects of daily life, taking another dimension with his talent. Great ideas to explore in the future.
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giovedì, 28 novembre, 2013, 09:53 - Generale
Below are fine examples of what happens when marketing translations fail to reach a foreign country in an understandable way.
Coors put its slogan, "Turn it loose," into Spanish, where it was read as "Suffer from diarrhea."
Clairol introduced the "Mist Stick," a curling iron, into German only to find out that "mist" is slang for manure. Not too many people had use for the "manure stick".
Scandinavian vacuum manufacturer Electrolux used the following in an American campaign: Nothing sucks like an Electrolux.
The American slogan for Salem cigarettes, "Salem-Feeling Free", was translated into the Japanese market as "When smoking Salem, you will feel so refreshed that your mind seems to be free and empty."
When Gerber started selling baby food in Africa, they used the same packaging as in the US, with the beautiful baby on the label. Later they learned that in Africa, companies routinely put pictures on the label of what's inside, since most people can't read English.
An American T-shirt maker in Miami printed shirts for the Spanish market which promoted the Pope's visit. Instead of "I saw the Pope" (el Papa), the shirts read "I saw the potato" (la papa).
In Italy, a campaign for Schweppes Tonic Water translated the name into "Schweppes Toilet Water."
Pepsi's "Come alive with the Pepsi Generation" translated into "Pepsi brings your ancestors back from the grave," in Chinese.
When Parker Pen marketed a ballpoint pen in Mexico, its ads were supposed to say "It won't leak in your pocket and embarrass you." However, the company mistakenly thought the spanish word "embarazar" meant embarrass. Instead the ads said that "It wont leak in your pocket and make you pregnant."
The name Coca-Cola in China was first rendered as Ke-kou-ke-la. Unfortunately, the Coke company did not discover until after thousands of signs had been printed that the phrase means "bite the wax tadpole" or "female horse stuffed with wax" depending on the dialect. Coke then researched 40,000 Chinese characters and found a close phonetic equivalent, "ko-kou-ko-le," which can be loosely translated as "happiness in the mouth."
Also in Chinese, the Kentucky Fried Chicken slogan "finger-lickin' good" came out as "eat your fingers off."
When General Motors introduced the Chevy Nova in South America, it was apparently unaware that "no va" means "it won't go." After the company figured out why it wasn't selling any cars, it renamed the car in its Spanish markets to the Caribe.
Colgate introduced a toothpaste in France called Cue, the name of a notorious porno magazine.
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