AIG Memsa: Broken
Advertising Agency: JWT, Dubai, UAE
Creative Director: Chafic Haddad
Art Director: Tarek Samaan
Copywriter: Hari Krishna
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5 Comments
Great work Chafic! =)
The same idea was done for FedEx. A vase was broken. And a paper were placed in, where was written: "Next time you´ll use FedEx.
Ho Ho... Is it Christmas already?
When I order my antique artifact it comes with inclusive marine insurance.
And 28% called back... it really must be xmas! (note use of exclamation mark - thus hinting the elation caused by the early arrival of such festivity.)
I think it shows good insight into the mentality of the target audience.
FedEx did it for sending articles, now AIG does it for insuring them. Both with great results. For us it's less impacting because we've seen it before, but AIG's target audience hadn't. There should be a system to replicate great ideas in markets where they are still "fresh". Scientists do it. Doctors do it. Economists do it. Everyone does it, while in marketing we still argue about Absolute Originality. While important, is it always practical?