Candies – Tarjeta Naranja 2015 | Clapboard Ad Archive

Calvin Klein’s 2015 campaign The Full Story, created by Mother for the Fashion / Apparel market category, represents a pivotal moment in how fashion brands communicate the evolving dynamics of youth identity, love, and sexuality through outdoor advertising. Anchored by striking imagery captured by Mario Sorrenti in New York City, the campaign foregrounds a diverse global cast that includes established and emerging faces alongside real-life couples, projecting a raw and authentic portrayal of contemporary intimacy. The Full Story distinguishes itself by integrating provocative visuals with digitally inspired, sexually charged texting screenshots, crafting a narrative that resonates with young consumers navigating the complexities of modern relationships. This approach sits squarely in Clapboard’s FORMAT#10 ASSOCIATED USER IMAGERY category, where aspirational yet relatable user profiles engage audiences by reflecting their lived experiences and desires. Calvin Klein leveraged this format to position its jeans as an essential component of youthful self-expression and connection in the digital age. The campaign’s strategic innovation extended beyond creative execution into media placement, notably becoming one of the first fashion campaigns to advertise within the dating app Tinder, seamlessly embedding itself into the social platforms where its target audience interacts. This pioneering move demonstrated Calvin Klein and Mother’s recognition of shifting media consumption patterns and the importance of contextually relevant engagement. Internationally, the campaign ran across 27 markets, employing non-traditional outdoor media formats such as large-format static LED screens and street furniture in key global cities like Bangkok and Sao Paulo, further amplifying its urban cultural imprint. A landmark moment within the campaign was the debut of a same-sex embrace on Calvin Klein’s iconic Houston Street billboard in Soho, underscoring the brand’s commitment to inclusivity and challenging conventional norms around love and representation in fashion advertising. The campaign’s single media asset garnered nearly 400,000 views and sparked meaningful conversations with 41 comments under the hashtag #mycalvins, evidencing its cultural resonance and effective communication of Calvin Klein’s progressive narrative. Clapboard rates this campaign 81/100. This campaign matters to the Fashion / Apparel industry because it demonstrates how brands can authentically engage with evolving social attitudes by embedding real user experiences into their storytelling while embracing new media platforms that reflect their audience’s digital lives.

The Fireman campaign for Bar One, crafted by JWT South Africa in 2015, positions the confectionery brand through a compelling narrative that centers on a protagonist archetype familiar to audiences yet freshly rendered within the snack category. This film, directed by Hylton Tannenbaum, uses a single media asset to deliver a story where the product is integral to the plot’s resolution, an approach that sits squarely in Clapboard’s FORMAT#5 EXEMPLARY STORY—Tells a story where the product plays a vital role in the plot or resolution. Bar One’s brand proposition as an energy-giving snack designed for moments demanding endurance and resilience is embodied in the fireman character, who faces a challenge that only Bar One can help overcome. The campaign’s storytelling is precise and direct, avoiding superfluous narrative detours, instead focusing on how the product’s presence is both meaningful and motivating within the scenario. By choosing English as the language and setting the story in a relatable South African context, the campaign targets a broad demographic while respecting cultural nuances, ensuring the message resonates authentically with its audience. JWT’s creative direction balances emotional engagement and brand utility, reinforcing Bar One’s status as a snack that fuels real-life action and determination. The campaign’s modest digital footprint does not diminish its strategic clarity and relevance in the confectionery/snacks space, where such narrative-driven work is often critical to cutting through category clutter. Clapboard rates this campaign 63/100. The Fireman campaign matters to the industry because it demonstrates how integrating product utility seamlessly into a narrative with cultural resonance can sustain brand relevance in a competitive snack market.

Power flyer is a 2015 direct campaign from M&C Saatchi for Vim that positions the brand squarely within the Travel / Leisure market category by emphasizing performance and vitality through a focused demonstration of product capability. The campaign’s core creative idea leverages what Clapboard’s taxonomy identifies as FORMAT#1 Demonstration—directly showing how Vim delivers power and energy, aligning the brand with active lifestyles and the dynamic nature of recreational pursuits. By deploying a singular media asset presented in Hebrew and tailored to the Israeli market, the campaign distills its messaging to a simple yet impactful visual proof of Vim’s effectiveness, foregoing narrative complexity or emotional storytelling in favor of a sharp, performance-driven showcase. This approach reflects M&C Saatchi’s strategic understanding of the Travel / Leisure category’s consumer mindset in 2015, where interest in energetic, active experiences was growing, and brands needed to communicate their ability to empower and enhance those moments decisively. The campaign’s clear association of Vim with movement and strength reinforces brand recognition and consumer affinity by demonstrating the product’s benefits in an immediate and memorable way, making the brand synonymous with energy and reliability in leisure contexts. Clapboard rates this campaign 52/100. Power flyer matters to the industry because it demonstrates how direct performance demonstrations can effectively anchor brand positioning in the Travel / Leisure space when executed with strategic precision and cultural relevance.

Melbourne International Film Festival’s 2015 Emotion Simulator campaign, crafted by McCann, redefined audience engagement within the Recreation and Leisure market by transforming film selection into a direct, physical experience that compresses the emotional journey of a movie into an intense one-minute preview. At the heart of this campaign was a custom-built chair equipped with 12 electrodes strategically placed on the major facial muscles of participants to simulate six core emotions—happiness, sadness, disgust, fear, anger, and surprise—mirroring the feelings evoked by a MIFF film before viewing. This innovative fusion of art and science enabled Melburnians to literally feel the emotional spectrum of over 370 films available at the festival, addressing the common challenge of choice overload by offering an immersive, tactile way to preview films beyond trailers or synopses. The experience was recorded via a chair-mounted camera, creating unique clips of each participant’s facial responses that were then distributed across social media by both MIFF and the users themselves, amplifying the campaign’s reach and fostering digital community engagement around the festival’s diverse lineup. By opting for a FORMAT#1 Demonstration approach as defined by Clapboard’s taxonomy, the campaign eschewed conventional narrative storytelling or celebrity endorsements and instead showcased the Emotion Simulator’s core benefit through an immediate and undeniable sensory interaction, making the emotional impact of a film tangible and personal. This strategic choice allowed the campaign to bridge the abstract nature of cinematic emotions with a concrete, shareable moment that not only heightened anticipation for the festival but also positioned MIFF as a forward-thinking cultural event leveraging cutting-edge technology to deepen audience connection. The campaign’s ambient execution in public spaces further reinforced its experiential nature, situating the brand within the physical world of its audience while driving conversation online. Clapboard rates this campaign 70/100. This campaign matters to the industry because it demonstrates how immersive technology can transform passive entertainment marketing into active emotional engagement, signaling a shift toward experiential formats that prioritize direct consumer interaction over traditional promotional tactics.

Fashion is power is a bold ambient campaign launched in the Philippines in 2015 by Publicis for Preview Magazine that redefines fashion as a source of empowerment rather than mere aesthetics, positioning the brand as a leading voice in the media and entertainment sector focused on style and lifestyle. This campaign leverages an immersive ambient environment to engage consumers beyond traditional advertising touchpoints, using symbolic and exaggerated visuals to embody the transformative impact of fashion on personal identity and influence, an approach that sits squarely in Clapboard’s FORMAT#9—Symbolize the Benefit category. By visually dramatizing fashion’s ability to inspire confidence and self-expression, the campaign elevates Preview Magazine from a conventional publication to a cultural catalyst that aligns with the aspirations of fashion-conscious audiences who see style as a form of power and agency. The single media asset at the heart of the campaign distills this concept into a compelling visual narrative that cuts through the clutter of the media landscape, fostering a deeper emotional and intellectual connection with viewers. Presented in English, the campaign ensures accessibility across a broad demographic, reinforcing Preview Magazine’s role as a definitive platform for fashion discourse in the Philippines. Despite a modest digital footprint, the campaign’s strategic use of ambient media demonstrates an innovative way to amplify brand narratives within the media industry, blending creativity and strategic messaging to create a memorable brand experience. Publicis’s execution underscores the capacity of ambient campaigns to communicate complex brand values through non-literal, visually driven storytelling, proving that fashion can be framed as a powerful medium for personal transformation and influence. Clapboard rates this campaign 66/100. This campaign matters because it demonstrates how media brands can harness ambient advertising to shift perceptions of fashion from superficial trends to meaningful empowerment tools, signaling a broader evolution in how lifestyle media engage with their audiences.

Persil’s 2018 campaign The Professional, crafted by DDB for the United States market, stakes a claim in the household product category by foregrounding the brand’s ProClean formula and its promise of delivering 10 Dimensions of Clean. This film campaign centers on a partnership between the brand and Bill Nye, widely known as The Science Guy, whose established authority in science communication lends an essential layer of credibility to Persil’s performance claims. By positioning Bill Nye alongside the eponymous character The Professional, the campaign employs what Clapboard’s taxonomy identifies as FORMAT#8—ONGOING CHARACTERS OR CELEBRITIES—to drive brand recall and trust through a familiar and trusted figure. This approach transcends conventional detergent advertising that often relies on either purely functional demonstrations or emotional storytelling by marrying scientific rigor with accessible narrative. The campaign’s narrative unfolds as a dynamic exploration of Persil ProClean’s cutting-edge formula, educating consumers on the tangible benefits and technological advancements embedded in the product’s cleaning capabilities. Within a fiercely competitive landscape where Persil contends with entrenched incumbents like Tide, known for its stain removal prowess, Gain, which emphasizes fragrance, and Arm & Hammer, promoting natural ingredients, The Professional distinguishes itself through a rational, science-led positioning. The campaign’s use of a scientifically credible spokesperson not only reinforces Persil’s innovation credentials but also targets discerning consumers who seek transparent, performance-driven solutions in home care. This narrative strategy is supported by a strong creative execution that balances technical detail with engaging storytelling, ensuring the message resonates beyond mere claims into the realm of consumer trust. The Professional attracted substantial attention, reflected in over 2.9 million views on YouTube, confirming its reach and relevance. Clapboard rates this campaign 67 out of 100 in its global creative archive. This campaign matters to the industry because it demonstrates how science-based authority can be harnessed effectively within household product marketing to elevate brand differentiation in a category where functional benefits are paramount.

Leica's "100" campaign, launched in Brazil in June 2015 and created by Saatchi & Saatchi, celebrates the iconic brand’s centennial milestone alongside the opening of the Leica Gallery in São Paulo. This evocative film campaign pays homage to Leica’s rich photographic heritage by meticulously recreating 35 historical Leica photographs, highlighting the brand’s enduring legacy in the electronics and technology industry. Through a powerful visual narrative, the campaign not only commemorates 100 years of innovation and craftsmanship but also connects with both photography enthusiasts and new audiences by showcasing timeless moments captured through Leica lenses. Distributed primarily via film media, the campaign reinforces Leica’s prestigious positioning as a pioneer in photography while fostering deeper emotional engagement with the brand. With over 584,000 views, 3,700 likes, and more than 100 comments, the campaign demonstrates considerable audience resonance and digital engagement, reflecting Leica's ability to inspire a global community of creatives and collectors. By blending historical reverence with contemporary storytelling, the "100" campaign reinforces Leica’s commitment to its heritage while opening new avenues for brand connection and cultural relevance in the competitive technology and electronics market.

Butterflies, the 2016 campaign for King Price Insurance crafted by South African agency Halo, takes an unorthodox route through the finance sector by anchoring its creative in the universal and visceral anxiety that surrounds insurance decisions, translating these internal jitters into the strikingly familiar metaphor of butterflies-in-the-stomach. Eschewing predictable problem–solution tropes or heavy-handed rational arguments typical of the banking and finance category, the film instead leans hard into narrative symbolism, using visually evocative storytelling to channel the consumer tension that often goes unaddressed in insurance advertising. This strategic choice—what Clapboard’s 12-format taxonomy would classify as FORMAT#3—Symbolize the Problem—distinguishes King Price Insurance’s marketing from major competitors: whereas OUTsurance foregrounds product innovation and rewards, Discovery Insure ties premiums to behaviour, Santam leans on trust and heritage, and MiWay pushes digital convenience, Butterflies makes the lived emotional reality of its audience the centrepiece rather than the afterthought. The campaign’s sensitive read of its market context emerges in both creative and messaging: South Africans negotiating an environment marked by economic volatility and risk aversion are met with a narrative that acknowledges rather than denies their apprehension, positioning King Price Insurance as both responsive and genuinely customer-centric. The agency’s decision to foreground metaphor over demonstration results in a film that forges affinity by reflecting—not flattening—the complexity of financial choices, and underscores the brand’s commitment to breaking from transactional coldness through its promise of adaptive pricing and ongoing fairness. In a sector awash with boilerplate reassurance and problem-resolution arcs, the Butterflies approach resonates as a considered bet on empathy and emotional intelligence, sustaining the viewer’s attention not by providing all the answers, but by validating the uncertainty that drives their need for protection in the first place. The campaign earns 63/100 in Clapboard’s global creative archive. For the industry, this work matters because it demonstrates that reframing emotional entry points to financial products signals a meaningful evolution for brands seeking deeper resonance and lasting differentiation.

The campaign The Lone Ranger, launched in the United Kingdom in December 2017, was developed for the brand Aromat by the ad agency MOFILM. This engaging film campaign, situated within the food industry, brings to life a dramatic and entertaining showdown between two characters, The Lone Ranger and Miellie Mike, who face off in the ultimate battle, leaving audiences captivated by the question of who will emerge victorious. Through its singular media asset, the campaign effectively leverages storytelling and brand positioning to create a memorable narrative that highlights Aromat's distinctiveness and appeals to consumers seeking bold flavors. The creative use of the duel metaphor energizes the brand's messaging, reinforcing its identity in a competitive market by embodying a sense of excitement and challenge. Overall, this campaign demonstrates a strategic blend of visual storytelling and brand engagement designed to resonate with food enthusiasts and solidify Aromat's presence in the UK market during 2017.

The campaign 3 second cooking - shrimp, 3 second cooking - dumplings, launched in Japan in June 2015, was developed for DoCoMo by Tokyu Agency. This innovative film campaign leverages quick, engaging cooking visuals to create a memorable connection between everyday convenience and cutting-edge technology, aligning with DoCoMo's position in the electronics and technology sector. By featuring mouth-watering images of shrimp and dumplings, each prepared in just three seconds, the campaign effectively symbolizes speed and efficiency—core attributes associated with DoCoMo's services. The use of film as the medium allows for dynamic storytelling, capturing viewers' attention quickly and driving home the seamless user experience promoted by the brand. The two media assets complement each other, reinforcing the campaign's narrative and enhancing brand recall through repetition and thematic consistency. Positioned in a highly competitive market, this thoughtfully executed campaign aims to strengthen brand affinity by appealing to consumers' desire for smart, time-saving solutions. Through its creative approach and clear messaging, it underscores DoCoMo's commitment to innovation while highlighting lifestyle relevance, thereby fostering a deeper emotional connection with both existing customers and potential new audiences. { "campaign_title": "3 second cooking - shrimp, 3 second cooking - dumplings", "publication_date": "June 2015", "country": "Japan", "brand": "DoCoMo", "agency": "Tokyu Agency", "medium": "Film", "industry": "Electronics, Technology", "media_assets_count": 2 }

Nobody's Memories is a powerful and emotive film campaign launched in 2015 for PFLAG by the ad agency FCB, aimed at advancing the cause of same-sex marriage equality in the United States. Positioned within the Public Interest sector, this campaign pays tribute to those who were historically denied the legal right to marry as well as to individuals still facing barriers today. It encourages viewers to share their personal love stories, wedding photos, and videos on social media platforms such as Instagram and Twitter using the hashtag #lovemadelegal, fostering a sense of community and activism around marriage equality. The campaign also drives direct engagement through a petition hosted on Change.org, urging people worldwide to support the legalization of same-sex marriage. With a single impactful media asset, Nobody's Memories harnesses the compelling medium of film to evoke empathy and inspire action, successfully capturing public attention with over 138,000 views, more than 1,000 likes, and numerous meaningful comments. By combining emotional storytelling with a clear call to advocacy, this campaign effectively bridges awareness and participation, reinforcing PFLAG’s commitment to equality and inclusivity.