Fake Ad
Bradesco - Car Insurance Plan - Online Magazine (for Tablets)
Issue 24 | September 2012
Agency
AlmapBBDO
Creative Team
General Creative Director: Luiz Sanches Creative Directors: Marcos Medeiros, Andre Kassu Art Directors: Andre Leotta, Pedro Rocha
Production Team
Production: The Goodfellas Technology Director: Fernando Boniotti
Other Credits
Media: Paulo Camossa, Wanderley Jovenazzo, Leandro Fonseca Account Services: Wilson Pereira, Fabio Akimura, Beatriz Almonacid Approval: Marco Antonio Rossi, Alexandre Nogueira, Ana Claudia Frighetto Gonzalez
Date
April 2012
Background
The platform for all of Bradesco’s communications was, ‘Unexpected events happen without warning. Make sure you’re insured with Bradesco.’
The brief was to bring the positioning to life in an ad that would be viewed in magazines read on tablets.
Idea
Placed in iPad magazines was an apparently ordinary ad for a new car. The fake name and the sub-standard design may haven given a clue that it was not for real. When the reader brushes his finger across the screen to ‘turn’ the page, the car follows and crashes. Then the line appeared: ‘Unexpected events happen without warning.’
Results
No results were available at the time of going to press.
Our Thoughts
I don’t suppose there would be any immediate results for this except possibly the number of tweets it generated. At Cannes this year, there were awards given to genuinely big, complex campaigns but this sang out for being small and clever. Personally I think how we design/write/create for tablets is a territory we are only just beginning to explore.