“I know it sounds crazy, but it just might work”
Art director: Shannon Dudley
Copywriter: Annette Minnaar
Creative Director: Carl Cardinelli
IDEA:
Tongue-in-cheek print ads that poke fun at the overused clichés in the creative industry.
Our idea stemmed from the insight that Navigator and its target market, ad agencies, know what it’s like to deal with difficult client requests, demands and the ever-dreaded: ‘suggestions’. Dealing with stubborn clients often leads to creative work, or perhaps just work, that ‘plays it safe’ and falls into the many overused narratives in advertising – everything that Cannes stands against.
BACKGROUND:
Navigator Films, a well-respected South African production house with a European client base, needed a fresh campaign for the 2016 Cannes Lions International Festival of Creativity.
We were briefed to create a distinctive print campaign to appear in Cannes Lions publication to showcase Navigator to potential overseas clients and bring to life its proposition: Your vision into reality.
The campaign consisted of print ads that used the most stereotypical TVC narratives for different product sectors. The copy-driven ads all end with the sarcastic sub-line, “I know it sounds crazy, but it just might work”, which amplifies the satirical tone and messaging. This correlates with the tagline, ‘Your vision into reality’, as it cheekily communicates that they can make anything, no matter how ‘out there’, happen.
