Idea Sessions

Vaseline

As i have been looking at doing an olympic theme for one of my vaseline ads i have came up with a sort of logo that willl also promote the product.

I decided to create the olympic rings with vaseline tins as it promotes both campaigns. The backing of the 2012 london olympics and vaseline itself.

This is some of our brain storming ideas for Vaseline.

Paul Arden

"The world is what YOU think of it, so think of it DIFFERENTLY and your life will change."

Paul Arden was an influential author who wrote many books on advertising and motivation. He wrote books such as "Whatever You Think, Think The Opposite" and "It's Not How Good You Are, It's How Good You Want To Be". Arden was also a former creative director for Saatchi And Saatchi during the 80's at the height of there success. In 1987 Arden was appointed Exectutive creative director of Saatchi and Saatchi where he worked on massives campaigns for companies such as British Airways, Toyoat, Nivea and Ryvita. Ardens British Airways campaigns are remembered as on the of the greatest advertising campaigns of all time, changing the way British Airways was persieved for years. Arden was the leader behind British Airways becoming one of 'The Worls Favourite Airlines'. Later on Arden then left Saatchi and Saatchi in 1992 focusing on his writing ...

• 2003 It's Not How Good You Are, It's How Good You Want To Be
• 2006 Whatever You Think, Think The Opposite
• 2007 God Explained in a Taxi Ride

Arden then went to set up his own company with his daughter-in-law and her brother and named the company Arden,Sutherland-Dodd where he began a new career as a director of commercials a way off from where he started.

Collett Dickenson Pearce

Collett, Dickenson, Pierce is a very influencial advertising agencies and was seen as one of the finest regarded ad agencies in the world since the 1970's. CDP has bee recognised for creating and introducing internationally famous creatives. Creatives such as Cahrles Saatchi and Ridley Scott who made adverts for CDP and started off there careers there. CDP has been regarded as the Uk's most talented agency since the 1960's to the 80's.

CDP was founded by John Pearce, Ronnie Dickenson and John Collett in the 1960's
Created what we now think of as the ‘British’ style of advertising – humorous and stylish

David Ogilvy

Ogilvy along side the likes of Bernbach was seen as one of the most influencial and one of the greatest ad man of the twentieth century. Ogilvy was a notable advertising executive.Ogilvy joined his first advertising agency, Mather and Crowther, in 1938. He had his first major success here where he worked with a direct market campaign which he had started up himself. LAter on Ogilvy In 1948, he founded the New York-based ad agency ,Hewitt,Ogilvy, Benson and Mather in 1949. He is well known for his active participation in the buisness aspects of advertising aswell as the campaign side. He also focused on advertising and it being about the customer aswell as the product. Ogilvy was a very good buisness man in the way he promoted the company and the products. He was rightfully named "The Father of Advertising." In the early sixties and was called 'the most sought-after wizard in today's advertising industry' by Time magazine.

Campaigns
There were many well-known campaigns That Ogilivy had produced during his time as a creative. His most well known campaign was one for the new Rolls Royes ‘At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock’. Ogilvy had thought of this headline after researching the product where he came across the car having an electric clock. With the headline clearly stating that the car wasnt noisey at all. Other well-known campaigns included: ‘The man from Schweppes is here’, ‘Schweppervesence’, ‘Only Dove is one-quarter moisturizing cream’.
Ogilvy was also the one responsible for 'The Big Idea'.'The big idea’ involved creating something big about the brand that would appeal to a mass audience. The was seen as being a very succesful stratergy during this period.

David Ogilvy's skills played a massive part in the development of modern advertising. THis was in the creative part of advertsing such as the visuls and the actual concepts of a campaign. As well as the branding, marketing and research part of an ad and the industry.

Charles Saatchi

Charles Saatchi who was born in 1943 is the co-founder of the global advertising agnecy Saatchi and Saatchi. This has became the largest advertising agnecy since the 1980's after the reighn of Doyle Dane Bernbach.The Agency Saatchi and Saatchi that he co- owned and founded with his brother Maurice was later forced out from the ad worl in 1995 where the two brotheres created a new agency going by the name of M&C Saatchi. As well as being a world famous advertiser. Saatchi is well known for his art collection and his gallery '' Saatchi Gallery''. Where he is in involved with artists such as Damien Hirst.

Saatchis first career began in Benton & Bowles a local ad agency in london where he was given the rol of copywriter and was paired with art director Ross Cramer. They both went on the work as a team at Collett Dickenson Pearce until 1967 where Saatchi left with partner Cramer to open a creative consultecny by the name of CramerSaatchi. Later on Saatchi then went on the create Saatchi and Saatchi with his brother in 1970. Saatchis succesful campaigns were those of  Silk Cut cigarettes and the promotion of the Conservative Party led by Margaret Thatcher through the slogan "Labour Isn't Working".

M&C Saatchi

The new agency created by Charles and his brother became an international success with offices in five countries nad having major global clients. Saatchi has made his work and his name memorable.

The main principal of M&C Saatchi was the ''Brutal,Simplicity of Thought, Based on The Thinking''. Saatchi said that It Is Easier to Comunicate Than To Simplify. Simple messages enter the brain quicker and stay longer. Brutal Simplicity of Though is Therefore  a Painful Necessity.

Bill Bernbach

“Rules are what the artist breaks; the memorable never emerged from a formula.”

BIll bernbach was an advertising creative director based in New York. He was also one of the founding fathers of the international Ad agency Doyle Dane Bernbach in 1946. He became the director for some of the firms biggest ad campaigns of the fourties and on wards.Bernbachs early carreer began in 1933 where he wrote numerous ads for the Schenley's American Cream Whiskey. By 1947 Bernbach had became a copyrighter for the agency Grey Advertising where he was promoted to Creative Director. Two years later in 1949 Bernbach had joined forces with his collegue Ned Doyle who he had met at Grey and Mac Dane where they founded DDB. By 1979 DDB had became one of the largest advertising agencies in America.

During his reighn in advertising Bernbach was noted as a major force behind the creative revolution of the 60's and 70's. Whilst being part of the creative revoltuion Bernbach was also credited for being the first creative to combine both copywriters and art directors together in to teams of two. This is still used within advertising agencies today.

Bernbach was hugely respected by those who worked under him, both for the type of work culture that he developed in DDB, as well as the long list of successful campaigns he created.

During his carreer Bernbach won many awards for his participation within advertising. He was inducted into the Copywriters Hall of Fame in 1964, received the The Man of the Year of Advertising Award in 1964 and 1965, and The Pulse Inc., Man of the Year Award in 1966. He was also named "Top Advertising Agency Executive" in 1969.

Bernbach has many notable campaigns such as

''We Try Harder'' for Avis Cars

''You Don't Have to be Jewish to Love Levy's'''

For Levys Rye Bread

and

''Its so simple''

for poloroid

Bernbachs work was known for its simplicity. The campaign ''You Don't HaveTo Be Jewish To Love Levys'' was Bernbachs first major succesful ad for DDB thsi was the starting point for the agency and its other famous ad campaigns.Bernbach is also credited for '' Think Small'' for VW. This ad was seen as being radically different to the ads at that time. It went against what the majority of car adverts at the time were doing.

The simplicity of this advert goes so well with its strapline. It just gets straight to the point and sells the image. This is mainly why bernbach is still remembered today becasue of his simple yet unique way of selling a product.

More than fifty years a go Bernbach came to the height of his career and is still remembered for his massive impact on creativity and the advertising industry throughout his career.

Bernbachs campaign for Levys Rye Bread said exactly what the headline said in the image. He did this by his use of images and having people from different cultures and backgrounds in the ad to show that you really dont ''have to be jewish to love levys''