Thursday, May 7, 2009
Weeklyish campaign
We've been bad at keeping with posting new work weekly as the Bank is keeping us very busy, we'll try harder, for now a campaign for J2O that's been in our book for a bit now. For those who don't know, J2O is a bottled juice drink that is sold in bars & pubs and is often drunk instead of alcohol. We're happy with the strategy, we know we need to change the executions and make them work harder. We've also got lots of stuff for digital and ambient media on it. We'll post it once we change the poster executions.
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32 comments:
Sorry lads - don't get it. Could you enlighten?
Like the idea and art direction but how shit is the line!? There is no twist, joke, life or any thinking in general in that line ... that's what an advertiser from Islamabad in the 60s would write.
Sorry guys, I just don't get it. I thought the Innocent work was ok, had potential, but not this.
What are the visuals? Is the second one supposed to show the bottle stripping? So the bottle is supposed to represent someone taking off their pants/knickers for a one-night stand?
Why is the bottle lying in a kebab in the third execution? Is it representing your usual irresponsible drunk person,lying face down in their food?
That aside I reckon most people wouldn't touch a kebab sober anyway...
Don't get the first one at all.
'Drink Irresponsibly' isn't a bad starting point, but don't get the executions at all, sorry.
I like the line. Nothing groundbreaking but it works for me.
the first picture is supposed to be the bottle's mates drawing on him while he's drunk.
but seeing as J20 is non-alcoholic I just don't get it. Am I missing some irony or something?
The bottle's mates????
Sorry guys, "Enjoy irresponsibly" is already being used by Appletiser.
I don't really get it either. I think their is an idea somewhere in the first one becuase if you're out and drinking juice rather than booze then I guess you'd be able to make more of the night while your mates are hitting the deck.
As for the line - is it supposed to be a false negative thing? As in; if I like to go out and drink booze then, for me, drinking irresponsibly is not drinking booze? That's a bit of a stretch, and confusing, if it is.
On the subject of the line, we don't see alot of copywriting in much of your work. Jai, do you have any long copy ads or headline driven ads that show off your writing?
Was just going to say Appetiser is already using a very similar line. These leave me a bit bored, how do they go down on Crits?
Please explain this idea.
didn't know about appletizer. we'll check it out.
yepp: http://www.appletiser.co.uk/enjoy-irresponsibly.php
that's off the table then.
boys boys boys, how you two are freelancing is beyond me. This just isn't good enough and the fact that this is an old campaign that's been kicking around your book baffles me.
I'm sorry chaps, but i really think you guys need to start questioning yourself as a team. Don't get me wrong, your enthusiasm is great, the work is rubbish though. Harsh, but that's what i think. Where's the personality? Where's the lateral thinking?
A good strategy, that I've seen used by another creative team, for the same product. Come on lads! You 'borrowing' ideas now?
There's something fishy going on, but what is it?
Jai's copylines?
Ralph.
I thought you were going to do a new campaign each week, it's taken three weeks and you have put some old work up and it still sucks! and what does this actually tell me about the brand why should i buy this above any other juice drink? what's the insight.
Nice scamps though
i reckon you should change the format of your blog. start suing these comments. You don't have a job, you're not freelancing. So do a campaign a day. Post it up... we'll comment. And you can guarantee a job pronto.
It's too traditional for me. Have a bit more fun with your ideas. We've all seen this kind of stuff before, and it's not very exciting. Save the bland posters for when you actually get a job!
Great strategy.
Work in process.
This is really original and fresh thinking. I'd ignore the comments from others, stick at it, you'll get a job it's just a matter of 'time and place'
great strategy? seems to be a sort of double negative to me and therefore doesn't really work. I think It would work perfect if it was for a non alcohol beer or something like that though.
Stef
J&W
Sorry chaps but this work is first idea, if anyone in the industry you have shown this too has said it is any good then you they are having a laugh.
Have you not seen the new J20 campaign by BBH shot by Chris Palmer? It's edgy and fun, a million miles better than this stuff, stuff in your book needs to be mental and make people this 'how the fuck did they come up with thats'.
I look at your work and think it must have taken you longer to draw it up than think of the idea.
Bottom line is you should be doing far better than this after several years out and about. What do you think?
We meant a campaign a week, not a campaign thats weak.
Drink irresponsibly is a twist on the mandatory warning 'Drink Responsibly' that goes on most alcohol advertising.
It would imply because J20 isn't alcoholic, you can drink it as you like.
I like the line. But it has been used. And not sure showing events that normally happens when you're drunk is right either. What excuse do you have for acting like an idiot when you're sober?
Personally I love to go to sleep in a kebab, even moreso when I'm not drunk!
Besides the fact that the line has been done, I simply don't get the logic behind these ads. Why is a bottle of non-alcoholic juice drunk and doing things drunks do? It's got no alcohol in it. And it's a bottle.
I'd understand if you showed a person doing these things and then suggested I drink J20 so it doesn't happen to me. Or it would make more sense if J20 bottles were drawing stuff on a passed-out bottle of beer. But as this campaign stands, the logic of these ads is non-existent.
You guys still need to improve on the fundamentals – like ads making sense. Sorry.
As usual J and W choose to say nothing. I just don't think you guys know what a good ad is if you think this will get you a job. It's lazy
"We meant a campaign a week, not a campaign thats weak." LOL
How could you not have realised that Appletizer were using a similar line, you should be aware of what is coming out of the indusry all the flipping time, did this not evolve in your research, no?
@ 11.17AM - Have you not seen the new J20 campaign by BBH shot by Chris Palmer? It's edgy and fun, a million miles better than this stuff,
WTF. That J2O work out at the mo is shiiiiiiite. Seriously. Mash up/mix up whatever. Been done to death. The Jai and Wal work is not any better I have to agree, but no point referencing that crap though.
Snoooooooooooooooo-ooop!
Research? you actually think they research? They should of course, but this work doesn't show it.
I suggest you work on the idea more and getting the strategy right before drawing up work and making it look pretty.
You can't shine shit!
Just because you write your name in a box (which could well be made up) doesn't give a comment more validity.
When you say one thing i.e. a campaign a week and it doesn't happen, it then shows you in a bad light. You're better off limiting what you say and just doing stuff. No one would think much the wiser if you just showed a campaign, several weeks later show another. People are now disappointed not to see a weekly campaign, even if you've been freelancing lots, very busy...
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