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92

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116

A Visual Trip into the Art of Copywriting. All the Lines in Nine Stations.
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The Meaning Underground

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188
 Talk about love guiding writing. Copywriting written with passion: for the product, the market, the consumer, the community.

Love Stations
Passionate texts, burning with emotions, inspired by the heart, guided by desires.
If love makes the world go round, then words are its means of transport.
LOVE LINE(s) When we choose to promote a product or a service by “colouring the word in red,” we actually:
trick the reason and flatter the feeling,
add excitement to action,
stir desire,
exhort with a whisper,
talk to a wife in the lovers’ language,
are in tune with the public’s emotions,
(hence) our feelings are returned.

No Entry
Yet, the best love lines:
avoid excess sugar,
prefer pragmatism to abstraction,
reject flattery in itself,
don’t make long statements,
stick to a register in the bodycopy,
don’t feign true love,
don’t cheat on their beloved,
seduce and don’t leave.

* The Italian translation is available on the enclosed map.

14 15

Promotion of classics
which relies on the dual value
of history and habit,
in an ironic way.
Virginia Wolf
(Page 22) William Shakespeare, ROMEO AND JULIET Saatchi & Saatchi Milano Giuseppe Mazza Guido Cornara • Agostino Toscana Alessandro Stenco
They have been trying to marry for 400 YEARS. A sign that they really LOVE EACH OTHER.
FELTRINELLI CLASSICS. All the value of the classics.
Rossana Curci Giangiacomo Feltrinelli Editore
(Page 23) William Shakespeare, HAMLET
He has been repeating the same thing for 400 YEARS. A sign that HE REALLY BELIEVES IT.
FELTRINELLI CLASSICS. All the value of the classics.
22 23
 Jung von Matt Daniel Pieracci Thimoteus Wagner • Christian Fritsche Jonas Keller • Thimoteus Wagner • Ksenia Slavcheva Handwriting Mercedes-Benz

148
149
 SAINT-JUSTE

KesselsKramer Keith Gray • Neil Aitken • Erik Kessels • Tyler Whisnand

Hans Brinker Budget Hotel Amsterdam

200 201

Promotion of classics
which relies on the dual value
of history and habit,
in an ironic way.
Virginia Wolf
(Page 22) William Shakespeare, ROMEO AND JULIET Saatchi & Saatchi Milano Giuseppe Mazza Guido Cornara • Agostino Toscana Alessandro Stenco
They have been trying to marry for 400 YEARS. A sign that they really LOVE EACH OTHER.
FELTRINELLI CLASSICS. All the value of the classics.
Rossana Curci Giangiacomo Feltrinelli Editore
(Page 23) William Shakespeare, HAMLET
He has been repeating the same thing for 400 YEARS. A sign that HE REALLY BELIEVES IT.
FELTRINELLI CLASSICS. All the value of the classics.
22 23
 Y&R Singapore Edward Ong • Rowan Chanen

Edward Ong • Rowan Chanen • Tan Shen Guan

C K Tey • Licia Ng • Jeff Ooi Penguin Books Malaysia

KesselsKramer Patrick van der Gronde

Dave Bell Krista Rozema

Rod Morata 55 DSL

Alphonse Allais

98 99
 Saatchi & Saatchi Denmark

Simon Wooller

Simon Wooller

Tobias Ambs-Thomsen • David Ebbesen

Rebekka Ehlers

Reef n’ beef

Roland Topor

92 93
80 81
 Lowe Athens Nadia Santorinaiou Anna Maria Spiliotopoulou Yanna Polydouri Panagiotis Zervos GALAXY 92 FM

Martin Luther King

74 75
 Saatchi & Saatchi Roma Laura Sordi Alessandra Torri Ministero delle Comunicazioni

A campaign promoted by the government on increasing families awareness of new technology.
More awareness and less risks for one’s children.

(Page 124) Your son has WIRELESS intercourse with his girlfriend.
stendhal
(Page 125, Left) Your children make use of USB.

(Page 125, Right, First) When your daughter turns on her BLUETOOTH everyone can see her.

(Page 125, Right, Second) Your daughter is doing SPAMMING. And not in the gym.

(Page 125 , Right, Third) Lately strange URLs have come out of your son’s room.
(In Italian the acronym URL sounds like urla = screams)

124 125
 BBDO Guerrero David Guerrero • Kevin Pereira

David Guerrero • Dave Ferrer Joel Limchoc Smart

JUAN RAMON JIMENEZ

130 131
166
The Jupiter Drawing Room Johannesburg Lisa Bayliss • James Waymouth • James Cloete

Jonathan Deeb Jelena Jovanovic • Renata Vice Am I Collective Absa Bank Limited

EPITETO

167
 SAINT-JUSTE

KesselsKramer Keith Gray • Neil Aitken • Erik Kessels • Tyler Whisnand

Hans Brinker Budget Hotel Amsterdam

200 201
Jung von Matt/Donau Austria

Michael Haeussler

Andreas Putz

Volkmar Weiss

Iris Dominek

Parnass Art Magazine

Jean Yanne

188 189
 Matitegiovanotte.Ravenna

Antonella Bandoli

Antonella Bandoli • Michela Pardini

Francesca Barbieri • Giorgia Pizzola

Alessandro Gottardo (Shout)

Seac

192 193
 There’s always a clever mind behind it. Scholz & Friends

Mohamed ElBaradei
Florian Schwalme • Farid Baslam • Yannick Labbé
Samy Molcho
Daniel Bödeker

Mohamed ElBaradei
Matthias Spaetgens • Mathias Rebmann • Sebastian Turner
Samy Molcho
Matthias Spaetgens • Jan Leube • Sebastian Turner

Mohamed ElBaradei
Claudia Trippel
Samy Molcho
David Fischer

Mohamed ElBaradei
Nick Veasey
Samy Molcho
David Fischer

Mohamed ElBaradei
Torsten Roman

Frankfurter Allgemeine Zeitung

Master of reduction: pantomime Samy Molcho poses with the F.A.Z. without using an actual newspaper. Scholz & Friends Berlin has developed a new image for the photo
series “Dahinter steckt immer ein kluger Kopf” (“There’s always a clever mind behind it”). The Samy Molcho image adds a twist to the series. Up to now, the celebrities
have always been shown reading, hidden behind the open newspaper – the image with the expert for body language draws its strength from the complete reduction
of the situation and his ability to bring invisible things to life through facial expressions and gestures alone. The ad is the first and only in the long series of iconic images
in which the F.A.Z. itself is not shown.

In the current campaign of the Frankfurter Allgemeine Zeitung Scholz & Friends Berlin shows the IAEA Director General and Nobel Peace Prize Laureate as transparent
as never before. According to Mohamed ElBaradei in an interview at the photo shoot in Vienna’s UNO City, the image is intended to “bring the work we are doing
and the danger we are facing to the public’s attention”. For IAEA Director General Mohamed ElBaradei, the campaign image symbolises the fulfilment of his main dream –
complete transparency and a world free of nuclear weapons. “The motif of transparency is our elusive hope,” said the Nobel Prize winner.

Seneca

54 55
Jung von Matt

Dennis May

Oliver Voss • Götz Ulmer • Fabian Frese

Nils Eberhardt • Julia Ziegler

MINI

108 109
 Jung von Matt Daniel Pieracci Thimoteus Wagner • Christian Fritsche Jonas Keller • Thimoteus Wagner • Ksenia Slavcheva Handwriting Mercedes-Benz

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