BusinessWeek cover circa 1996.
Agency: Shalmor Avnon Amichay/Y&R/Tel Aviv
I really love this campaign by Mercedes-Benz Israel based on the concept of left Brain/Right Brain. The brand promise is that it is a perfect combination of both sides: the logical, analytical left and the creative, intuitive right. The copy is beautiful (see below).
“Left Brain. I am the left brain. I am a scientist. A mathematician. I love the familiar. I categorize. I am accurate. Linear. Analytical. Strategic. I am practical. Always in control. A master of words and language. Realistic. I calculate equations and play with numbers. I am order. I am logic. I know exactly who I am.”
“Right Brain. I am the right brain. I am creativity. A free spirit. I am passion. Yearning. Sensuality. I am the sound of roaring laughter. I am taste. The feeling of sand beneath bare feet. I am movement. Vivid colors. I am the urge to paint on an empty canvas. I am boundless imagination. Art. Poetry. I sense. I feel. I am everything I wanted to be.”
Um. Jealous. Every Friday, two lucky siblings get to eat these very cute lunches.
”Fun food friday,” from Meet the Dubiens.
via carlosadama
Craig Allen and Eric Kallman, the Art Director-Copywriter team on Old Spice spoke with creativity magazine recently and here’s what they had to say about the experience on the account:
“We respect each other’s sense of humor and sensibility. We trust each other,” Mr. Kallman said. “When we both laugh hard at something … we think it’s something working out.” “It’s such an odd business,” added Mr. Allen. “You never know what will work or not.”
In short, we need to trust our instincts more … honest/intuitive reactions to our own work are a place to start.