HOLY ANGEL UNIVERISTY

SCHOOL OF ARTS AND SCIENCES

AN AD
JOURNAL
By Lyra G. Punsalan
BA – 202
 BRAND
Burger King

PROBLEM
Most fast food products use artificial
preservatives that make them last longer.
OBJECTIVE/METHOD
Link a key attribute to the Brand name. (USP)
TARGET MARKET
Fast food consumers
BIG IDEA/INSIGHT
Contrary to the classic, flawless photographic
style of fast food products, the brand pulled
off “the beauty of no artificial preservatives”
campaign to prove how they remain superior
because of this.

Advertising Agency: INGO, Sweden, Executive Creative Director: Björn Ståhl, Art Director: Max
Hultberg, Copywriter: Magnus Ivansson, Planner: Simon Stefansson, Account Director: Rickard
Allstrin, Account Manager: Mia Melani, Final Art: Åsa Eklund, Alexander Lundvall, Tech
Director: Stefan Kindgren, Advertising Agency: DAVID Miami
 BRAND
Suave Hair
PROBLEM
Neck stiffness caused by too much hair
flipping because of the goodness of the
product. (pun intended)
OBJECTIVE/METHOD
Instill brand preference. Affective
association: Get the consumer to feel good
about the Brand. (Humor ads)
TARGET MARKET
Hair care enthusiasts
BIG IDEA/INSIGHT
The brand sends a message that once you
use their product you’ll feel so good that you
won’t be able to stop hair flipping until you
Advertising Agency: De La Cruz & Associates, San Juan, Puerto Rico, Executive Creative
break your neck. Director: Rafael Reina Granados, ACD/ Head of Art : Adriana Álvarez Jaramillo, ACD /
Innovation Director: Nánel Rodríguez, Retoucher: Luis Bedoya, Art Director: Génesis M.
Zepeda, Photographer: Manuel Vélez, Marketing Manager: Lisamarie Pérez, Brand
Manager: Natalie Segarra, Other Credits: Maleja Rodríguez, Carolina Wolf, Carlos Escrivá
 BRAND
Acnomel

PROBLEM
You’re actually really hurting yourself when
you pop your acne.
OBJECTIVE/METHOD
Change behavior by inducing anxiety. (Anxiety
ads)
TARGET MARKET
Fervent pimple poppers
BIG IDEA/INSIGHT
The hurt face portrays how you should “stop
hurting yourself” from popping pimples.

Advertising Agency: SS Amsterdam Bran Partners, Lima, Peru

 BRAND
Lirandzo Condoms

PROBLEM
Safe sex as a tricky topic to advertise.
OBJECTIVE/METHOD
Scare the consumer into action / Instill brand
preference. (Fear-appeal ads / Humor ads)
TARGET MARKET
Everyone who plans to have sex during
Halloween season.
BIG IDEA/INSIGHT
The agency took a dark humorous route with
the ad to promote safe sex by including the
characters from The Shining, a well-known
horror story. The idea is, these kids are the
result of unwanted pregnancy caused by
unprotected sex.

Advertising Agency: DDB Mozambique, Maputo, Mozambique, Creative Directors: Albachir, Muinde,
Christiano Vendramine, Art Director: Curgy Junior, Copywriters: Ivo Alves, Christiano Vendramine,
Illustrators: Ernesto Mondlane, Ryan Holmes, Curgy Junior, Digital Retoucher: Curgy Junior
 BRAND
Ethos
PROBLEM
Stale music over the summer season.
OBJECTIVE/METHOD
Promoting Brand Recall. (Slogan & Jingle)
TARGET MARKET
Music lovers
BIG IDEA/INSIGHT
The brand promotes an all-day music festival
every Sunday in a park throughout the
summer season. The bright colored-
photography combined with fresh fruits on
musical equipment depicts the idea of “fresh
sounds.”

Advertising Agnecy: The Piknic communications team, Photographer: Virginie Gosselin

 BRAND
PNET Job Portal

PROBLEM
People slaving and toiling in jobs they don’t
actually like.
OBJECTIVE/METHOD
Situate the brand socially. (Slice of life ads)
TARGET MARKET
Workers who don’t like their jobs.
BIG IDEA/INSIGHT
The brand promotes the idea that “A better
job is waiting” in their web portal, by means
of targeting bored workers at their desks,
sitting still for so long that mould already Agency: Joe Public Utd , Client: PNET.co.za, CCO: Pepe Marais/
Xolisa Dyeshana, ECD: Roana Williams, Art Director: Katlego
started to grow on them.
Baaitse, Copywriter: Sarah Forbes, Photographer: Carioca Studio,
Illustrator: Carioca Studio, Producer: Tammy Chetty
 BRAND
Moms Demand Action Org.

PROBLEM
Gun violence in schools in America.
OBJECTIVE/METHOD
Persuade the consumer. (Hard sell ads /
Comparison ads)
TARGET MARKET
Law makers/Other people to sign
BIG IDEA/INSIGHT
The organization calls for a gun law reform
with their “Choose One” concept featuring
one child holding a surprise egg and the other
carrying a weapon.

Advertising Agency: Grey Canada

 BRAND
Apple
PROBLEM
Not being able to experience and capture
life’s priceless moments.
OBJECTIVE/METHOD
Define the Brand Image. (Image ads)
TARGET MARKET
Everyone
BIG IDEA/INSIGHT
The brand aims to get people to buy their
products by showing images of priceless
moments captured. The ad portrays how their
products are essential on a daily basis.

Advertising Agency: TBWA\Media Arts Lab, USA, Chief Creative Officer: Duncan Milner, Executive
Creative Director: Eric Grunbaum, Group Creative Directors: Drew Stalker, Chris Ribeiro, Associate
Creative Director / Art Directors: Paul Wysocan, Niraj Zaveri, Melinda Keough, Associate Creative
Director / Copywriters: Brooks Jackson, Kevin Butler, Senior Art Director: Shannon Tham,
Copywriter: Rob Goldenberg, Art Director: Edward Vince, Head of Art Production: Helen O'Neill,
Senior Art Producer: Sara Clark, Art Producer: Jessica Gerweck, Global Director of Print Production:
Peter Nolan, Print Producer: Anna Haro, Project Manager: Jayson Dana, Photographer: Jason Nocito,
Production Company: First Shot Productions, Prepress: Continental Colorcraft