Candies – Tarjeta Naranja 2015 | Clapboard Ad Archive

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.

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.

In June 2015, Channel 4, in collaboration with the creative agency 4creative, launched a groundbreaking digital campaign titled Prototype in the United Kingdom, aimed at challenging perceptions around disability. Centered on Viktoria Modesta, the world’s first amputee pop artist, the campaign boldly redefined societal narratives by celebrating uniqueness and resilience through the lens of contemporary music and performance art. Directed by Saam Farahmand, the single media asset featured Viktoria’s striking visual presentation and culminated in an unforgettable spike dance, captivating audiences and encouraging them to rethink conventional views on ability. Leveraging social media platforms such as Twitter and Facebook, Channel 4 amplified its message widely, achieving over 14 million views and garnering significant engagement with more than 220,000 likes and over 6,000 comments. The campaign also extended its reach through Spotify, offering the audience access to Viktoria’s full musical track, merging the realms of digital media, music streaming, and social conversation to enhance user immersion and emotional connection. Prototype’s innovative approach not only highlighted Channel 4’s commitment to diversity and inclusion but also demonstrated the powerful role of digital media in sparking cultural dialogue and shifting public attitudes within the media industry landscape in the UK.

In June 2015, Reporters Without Borders, in collaboration with Publicis Belgium, launched a poignant digital campaign titled Audio Cartoons - Quirit, Audio Cartoons - Kanar, and Audio Cartoons - others, comprising three media assets that powerfully advocate for freedom of information. This campaign, situated firmly within the Public Interest sector, uses innovative audio cartoons to commemorate the five cartoonists tragically killed in the Charlie Hebdo attack, blending creativity with a strong social message. Through the medium of digital audio storytelling, it invites audiences to listen, share, and support the critical cause of press freedom, encouraging active engagement with a look back at a critical moment in contemporary history. The campaign’s digital format maximizes accessibility and shareability, targeting a wide audience to raise awareness about the dangers faced by journalists and the importance of safeguarding expression worldwide. Despite being nearly a decade old, the campaign's message remains urgent, inviting reflection on the costs of censorship and violence against the media. With over 3,000 views and positive reactions, it underscores the enduring relevance of defending informational freedoms through compelling and empathetic communication.

The campaign Pierre, Steve, Melvin, created for the brand Samdex by the ad agency Jandl, launched in Slovakia in June 2015, stands out as a compelling example of effective storytelling within the Retail Services industry. Utilizing the Film medium, this campaign comprises three distinct media assets that collectively communicate the brand's message with clarity and emotional resonance. A highlight of the campaign is the piece titled SAMDEX - Baggage Handlers - Pierre, which earned a Bronze Cannes Lion award in 2015 in the Film category, underscoring its creative and strategic excellence. Delivered in the Slovak language, the campaign successfully engaged a local audience, garnering close to 29,000 views, alongside positive recognition reflected in 32 likes. While the campaign did not receive comments, the recognition through the Cannes Lion award and online engagement metrics signify its significant impact in the market. This campaign exemplifies how Samdex leveraged authentic, relatable narratives centered around baggage handlers to elevate brand relevance and emotional connection with consumers in the retail services space. The combination of strong visual storytelling, expert filmmaking, and strategic media placement enabled the campaign to resonate deeply within its target demographic, demonstrating the power of well-crafted advertising to cultivate brand affinity and visibility.

The Jackpot campaign, launched in Mexico in April 2015 for the brand AMIS and developed by the agency Ogilvy, stands as a compelling example of strategic communication within the finance sector. Utilizing a single film medium asset, the campaign effectively captures the attention of its target audience by blending emotional resonance with pertinent financial themes. Through visually engaging storytelling and a focused narrative, the campaign aims to highlight the brand's value proposition while building trust and credibility among potential customers. The creative approach balances informative content with an aspirational tone, encouraging viewers to consider the benefits of AMIS’s financial offerings in a relatable and memorable way. By leveraging the power of film, Jackpot not only enhances brand recall but also fosters a deeper connection between the audience and the brand’s message, positioning AMIS as a reliable choice in the competitive finance industry landscape. This campaign exemplifies how tailored media strategies can elevate brand presence and influence consumer decision-making effectively. { "campaignTitle": "Jackpot", "country": "Mexico", "publishDate": "April 2015", "brand": "AMIS", "agency": "Ogilvy", "medium": "Film", "industry": "Finance", "mediaAssets": 1 }

Unlikely Best Friends is a heartfelt digital campaign launched in the United States in July 2015 for Kleenex by the ad agency VSA Partners, focused on the health industry. This emotionally resonant campaign tells the story of a man who finds companionship in a dog facing the same struggles, highlighting themes of empathy, connection, and overcoming adversity together. Through this narrative, Kleenex positions itself not just as a product, but as a symbol of care and understanding in moments of vulnerability. The campaign’s single media asset leverages visual storytelling to create a powerful emotional bond with viewers, encouraging them to visit kleenex.com/messagesofcare for further engagement. With over 1.7 million views, 3,606 likes, and 182 comments, the campaign successfully sparked conversations around shared struggles and the importance of support, reinforcing Kleenex’s brand message of comfort and care. The choice of digital as the medium allowed for broad reach and interactive potential, catering to an audience seeking authentic, relatable content in the health and wellness space. By focusing on an unlikely friendship, Kleenex humanizes the experience of hardship and positions itself as a trusted companion during challenging times, effectively blending emotional impact with brand values to deepen consumer loyalty and enhance brand perception.

In 2015, Graubünden Tourism, in collaboration with Jung von Matt, launched an innovative digital campaign called The Great Escape that creatively connected the bustling urban environment of Zurich with the tranquil serenity of the Graubünden village of Vrin. Positioned at Zurich Central Station, one of the busiest transport hubs in Switzerland, this campaign utilized a live electronic billboard to offer stressed city dwellers an immersive visual experience transporting them instantly to the peaceful mountain village, effectively bridging the contrast between hectic city life and calm nature. By engaging commuters through real-time imagery that visually contrasted the fast-paced surroundings with the serene landscapes of the Swiss Alps, Graubünden Tourism communicated a compelling invitation to spontaneously escape to the Bündner mountains for relaxation and rejuvenation. This campaign, delivered entirely in German, resonated with a broad audience, garnering over 945,000 views, more than 3,100 likes, and over a hundred comments, reflecting significant engagement and interest in the destination. The Great Escape not only showcased the appeal of Graubünden as a tranquil retreat but also highlighted the brand’s ability to leverage digital media in the transport sector to create impactful, memorable storytelling that effectively merges place and experience. This strategic communication exemplified how innovative use of digital advertising in public transportation spaces can emotionally connect with target audiences, inspiring immediate travel aspirations through a striking visual contrast between urban stress and alpine calm.

Launched in August 2015 in the United States, the digital campaign "Shubham Banerjee & Intel Edison Meet The Makers" from Intel showcases the inspiring story of Shubham Banerjee, an eighth grader and inventor who developed a low-cost braille printer leveraging Intel Edison technology. This innovation aims to provide over 200 million blind individuals with affordable access to reading, transforming lives through technology. The campaign captures Shubham’s journey balancing school and football practice while establishing his startup, Braigo Labs Inc., to bring his product to market. Traditionally, braille printers have cost upwards of $2,000, but Shubham’s version sells for just $500, making this essential tool significantly more accessible. Through compelling storytelling and strategic digital engagement, the campaign elevates Intel’s commitment to silicon innovation by highlighting how its technology empowers young creators to solve real-world challenges. Garnering considerable attention with over 1.5 million views, nearly 4,000 likes, and substantial conversations from the audience, the campaign exemplifies Intel’s mission to extend computing technology to enrich lives globally. The call to action invites viewers to explore more stories in the Meet the Makers series on Intel’s dedicated maker platform and subscribe to Intel’s YouTube channel, reinforcing ongoing engagement with a tech-savvy community. As a narrative grounded in human impact and technological advancement, this campaign successfully merges emotional resonance with brand positioning in the electronics and technology sector, strengthening Intel’s image as an enabler of creativity and inclusive innovation.