Andre Ivanchuk

Your flight has an impact. Plane Stupid’s new cinema ad, written and commissioned by creative agency Mother and made by production company Rattling Stick. Director Daniel Kleinman. Brief: We wanted to confront people with the impact that short-haul flights have on the climate. We used Polar Bears because they’re a well understood symbol of the effect that climate change is having on the natural world.

How many times have you looked at an entrée platter, or a piece of a dessert and said to yourself “that looks good”. Think about this. How can something that appeals to our taste senses, all of a sudden appeal to the sense of sight?

It’s not that difficult to understand that our experience, whether with a food, clothing, or a person is first visual – then the other senses are engaged (smell, touch, etc.).

Develop a product’s packaging from the perspective of it’s actual attributes (taste, smell, touch, etc.). Allow these attributes to shape the product’s packaging. It is true, a product’s packaging is a promise of what’s inside.

“But you’re not going to get to an idea thinking visually in most cases. You have to think in words, then add the visual. The you can make one plus one equal three.” George Lois

A great statement by the legendary George Lois. If you are looking to come up with a great idea, start talking to yourself. Turn the computer off and engage in a dialog with yourself or your creative group. Spend time with the idea, shaping it with words.  The visual step will be much easier. And, you’ll have a powerful end-product.

Travel more. New BlueMotion technology. Big distances, little consumption.

Advertising Agency: DDB Milan, Italy
Executive Creative Director: Vicky Gitto
Art director: Aureliano Fontana
Copywriter: Bruno Vohwinkel