Sagatiba!

Today in my Add+Vantage module, "They Don't Bite! How To Work With Creatives", we got an insight to how the advertising agency handle jobs they are given.


The company in the film were Saatchi & Saatchi who were designing a campaign to get the Brazilian drink, Sagatiba, popular in the European Market. The brief stated that the client did not want a cliche on the advertisement, they wanted a fresh new idea incorporating the idea of a sideways 'S' as a symbol of bringing people together. 


The first ideas that the 'creatives' put together worked around the idea of the 'S', but did not include Brazil as much as the client would have liked. They were told straight that the client wanted to better idea. The 'creatives' made a comment to the camera that ideas do get shot down, but that is life and you have to move on and forget about your 'baby' (In this class, we refer to our work as a baby as we've created it). I think this was definitely the best advice they could give, people get very protective over their ideas which can often control their own criticisms about the work. As a designer, I have to recognise the importance of separating our emotional connections from the work... Otherwise no work would be done due to worrying!


The 'creatives' then came up with another idea using the iconic Jesus statue in Brazil, which was liked by the client. The idea appealed to the target market and was instantly recognisable. However, after they'd photographed the the scenes and edited them, someone pointed out that the icon was in fact a cliche in itself. Maybe we cannot get away from the instant image that a cliche offers? Maybe we need to learn to embrace the idea of presenting other countries in different ways?

Crowd surfing. Similar smile to Mona Lisa on the face, resembling statue with
arms out, also feels welcoming- Ideal concept for a drinking advertisement. 

Same sort of image as the one above, half smile with shadow across half the
face like statue. Arms open with Sao Paulo in the background. When this
photograph was first presented, I was expecting the background to look more
lively as that is what we expect of Brazil - This photograph looks more of the
landscape than the atmosphere - Getting away from the cliche.

Watching this film has been perfect for me, as one of the modules at the moment is re-designing a book cover to appeal to the Chinese Market. 


My initial thoughts for this project is that Chinese people would not appreciate a cliche, a book cover with chinese fans and chopsticks would not appeal to them directly, but allow people from different countries to instantly recognise the Chinese theme.