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MAGAZINE

OC TOBER 2012

V E N

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born

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GE R O GE ODO WID GEORGE.EKO @GMAIL.COM

3 | ADVENT PORTFOLIO

WRITE

@ GMAIL.COM

G

323.600.4647 GEORGE.EKO

born

W

1993

323 600 4647


Contents Advent Covers

5

Advertising

8

Ad Briefs 5 Brief Ad Cape Horn Perfection Confection

12 14 17

Advertising Layout

21

Valentine’s Day

22

Logo Design

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Art of the Layout Lyric Poster

25 27


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MAGAZINE

ADVENT October 2012 / Journal Review

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72and Sunny is in Hall of Fame in ADC.

Wieden + Kennedy Wins Its Fourth Emmy. Best Job takes prize; sea ll nominees here.

THE PRESS Salesforce Grows its Analytics Ecosystem Roger Alies Renews News Corp

ADVERTISING & BRANDING Trailer Mash 10-19-12 Think Twice Before Foursquaring That Stranger.

TECHNOLOGY Top 10 Commercials of the Week Google Touts $8 Billion Mobile Revenue

ADVENT

FEATURED Clow Reflects on Jobs STEVE JOBS BROUGHT THE SHOW TO BUSINESS / STUDY FINDS THAT APPLE DOMINATES TECH NEWS/ ON MADISON AVENUE

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ADVENT

Bi-weekly Advertising Journal by the LA TImes.

NO.2


advertising


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Advertising

Creative Brief

YO R K • P A client

client

client

client

client

Apple iPhone 5

Ron Abuelo

Instagram

Visit Maui

Andrea Bocelli

objectives

objectives

objectives

objectives

objectives

Propel the new launch of iPhone 5.

Low-priced high-class rum

Show how quick and beautiful taking photos with Instagram could be.

Create new travel sensation to Maui, Hawaii.

Visualize the power of Bocelli’s spectacular voice to sell his latest album.

target audience target audience

Middle to Upper Class, 18 - 54

Lower - Middle Class, 21+

target audience

Young adults, 16 - 35

Middle to Upper Class, 18 - 35

strategies

strategies

Use multiple frames of different users holding a square frame.

Colors, excitement, big waves, surf, shades, and seabreeze.

timeframe

timeframe

1-2 Weeks

4 weeks

3 Weeks

total estimated cost

total estimated cost

total estimated cost

$1000

$5000

$2500

target audience strategies

Sophistication, Delicacy

strategies

Simplicity, detail and quality, show the slick thin new body, timeframe

timeframe

1-2 Weeks total estimated cost

$1500

target audience

Middle to Upper Class, 18 - 54 strategies

Shattered glass timeframe

4 Weeks total estimated cost

InDesign

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software

$3000


client

software

Instagram

Photoshop


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resource

client

software

Designinstruct.com

Cape Horn

Photoshop


client

Photoshop Illustrator

Fleur de Lis Chocolate

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software


client

software

Advertising Layout

InDesign


It's not every day that an agency's work gets the attention of both the Vatican and the White House.

" -AD AGE

72 and Sunny drives transactions by making brands matter in culture. The company has offices in Los Angeles and Amsterdam

GLENN COLE

ROBERT NAKATA

Chief Strategy Officer

Chief Creative Officer

Design Director

John sets the vision at 72andSunny and uses his wealth of experience to develop multi-platform campaigns for some of the world’s most significant brands. The agency’s work for clients such as NIKE, HP, and K-Swiss has helped garner one of the best creative reputations in the industry. Prior to co-founding 72andSunny, John was Executive Creative Director at W+K/ Amsterdam. Although he has received many of the industry’s highest creative awards, John cites his real achievements as both helping to create a culture of

Matt sets the standard for the strategies that guide everything 72andSunny produces. Matt joined 72andSunny in 2008 from Deutsch/ LA where he was Executive Planning Director guiding national brands including Saturn, PlayStation, DirecTV, and United Healthcare. Prior to jumping into advertising, Matt was President of the Retail Division of Justice Telecom, an international telecom named the #1 Fastest Growing Company in America by Inc. Magazine in 1999. Matt divides his personal time between surfing and hanging out in Venice with his wife

Glenn drives the culture at 72andSunny and directs all creative. Before cofounding 72and Sunny, Glenn was a Creative Director at W+K/ Amsterdam where he led all advertising for Nikes European business, creating and directing some of the companies most integrated global campaigns and helping NIke grow from the worlds #5 soccer brand to #1. Along the way, he produced the first-ever authorized remix of an Elvis song, A Little Less Conversation, a #1 hit in 30 countries. After hours, Glenn plays UNO and builds LEGOs with his wife and two kids.

Robert is a worldrenowned designer whose dual Canadian/ Dutch citizenship informs his expertise in developing global brand identities. Before co-founding 72 and Sunny, Robert spent 7 years at the prestigious design firm Studio Dumbar and 10 years at W+K/ Amsterdam where his influence on the visual culture of the agency, and on its work for Nike in particular, earned him recognition as part of a small group of designers who challenged the traditional rift between advertising and design. Always the epicurean,

JOHN BOILER

13 | ADVENT PORTFOLIO

MATT JARVIS

Founder Partner and CEO


THE NEXT BIG THING IS ALREADY HERE - samsung Product Samsung Galaxy SIII Country: United States Released: September 2012 / Director: Michael Downing Copywriter: Tim Wolfe / Designer: Jake Kahana / DP: Matt Leonetti / Colorist: Stefan Sonnenfelt / Online: The Mission.


UNHATE - benetton group

15 | ADVENT PORTFOLIO

Product United Colors of benetton Clothing / Country: Italy / Released: November 2011 / Creative Director: Carlo Cavallone / Designer: Paulo Martins.


FOR WINNING AT THE INTERSECTION OF HOLLYWOOD AND MADISON AVENUE BY Rupal parekh

But it happened to 72andSunny in November, when client Benetton unveiled its arresting "Unhate" campaign featuring images of world leaders known for their tense relationships smooching passionately. Among them was Pope Benedict kissing a Muslim cleric and President Barack Obama locking lips with Venezula's Hugo Chavez. As intended, the ads sparked debate, even outrage, among world leaders in Washington and Rome. They also reversed a trend of dwindling relevance for Benetton, which has built its brand on espousing ideals like peace and tolerance, and got people talking about the Italian retailer again. "The most valuable thing you can do in marketing is get your clients and brands into a cultural conversation," said Matt

Jarvis, partner and chief strategy officer at Los Angeles-based 72andSunny. "We're not the only people doing it, but I think we're particularly good at it." Eric Hirshberg, CEO of video-game giant Activision, agreed. "They have a talent for doing work that is unignorable, and a stop-what-you-are-doingand-shush-the-room quality to their creative," he said. The agency was behind the big-budget campaign for "Call of Duty Modern Warfare 3," with a live-action trailer starring actors Sam Worthington and Jonah Hill -- an unusual pairing designed to attract experienced gamers and novices alike. Such work is proving that 72andSunny, founded in 2004 by a group of former Wieden & Kennedy executives, is just as creative as it was a few years ago, when it

took home top honors for a Nikecampaign at Ad Age's first Small Agency Awards. The 150-person shop, which MDC Partners bought in 2010, is also proving that being owned by a holding company doesn't mean you have to stop taking risks. "That's a little bit of a fallacy," said Mr. Jarvis. "We're not going to stop being us and doing the types of things that have made us successful." That's echoed by 72andSunny's first client, Madeleen Klaasen, chief marketing officer at Bugaboo. "The guiding principles for the brand they developed years ago are so relevant, and we still use them," she said. "They really built our global brand with us." The agency's approach is far more democratic than that of most agencies, and

an understanding prevails that a great idea can come from anywhere, not just the creative department. "We're living in this modern era, where people move laterally and are good at a lot of different things," Mr. Jarvis said. "But as an industry we are remarkably siloed; we take these hybrid people and ask them to do one thing." By contrast, his agency seeks out hybrid talent who are just great problem solvers and thinkers. "It's great for talented people, because talented people like to exercise all their muscles," Mr. Jarvis said. People at 72andSunny "speak in an integrated and holistic way when they're presenting ideas, and the campaigns play that way when they're presented to consumers," Mr. Hirshberg said. "We've got the major-


ADDRESS 72andSunny USA 6300 Arizona Circle Los Angeles, CA 90045 +1 310 215 9009

72and Sunny NL Westerhuis - 1st floor Westerstraat 187 1015 MA Amsterdam Netherlands +21 020 521 04 70

CLIENTS Activision / Benetton, Bugaboo / Carl's Jr. Discovery Channel Hardee's / Hewlett-Packard, K-Swiss / Nike Nook Sleep Systems PacSun / Samsung

17 | ADVENT PORTFOLIO

Xbox 360.


Love is in the air.

Vale ntine’s Day

Fleur de Lis CHOCOLATES

concept

software

Valentine’s Day

Illustrator


19 | ADVENT PORTFOLIO


logo design


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Fleur de Lis

NDON •

Advertising

gw.

software

Illustrator

21 | ADVENT PORTFOLIO

CHOCOLATES


LAYOU THE ART OF THE

What

A great layout requires special skills and understanding of the basic principles of graphic design.

2

editorial layout sample

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3

23 | ADVENT PORTFOLIO

UT


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4

editorial layout sample

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editorial layout sample

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25 | ADVENT PORTFOLIO

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lyric poster


software

Illustrator

27 | ADVENT PORTFOLIO

Black Keys

Widodo Advent Portfolio  

Digital Design II

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