Avianca Cargo: Wrong Right, 2

Fast, safe and, of course, stylish.

Advertising Agency: Z+Comunicação, São Paulo Brazil
Creative Directors: Leo Macias, Alan Strozenberg
Art Director: Elias Carmo
Copywriter: Leandro Leal
Illustrator: Ilustra Design
Published: December 2010

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urvi's picture
89 pencils

can anyone plz explain the idea behind this as

Leandro Leal's picture
Leandro Leal
8 pencils

The idea is the following: you know when fashion magazines show pictures of people and say which ones are well dressed and which ones are not? Some are tagged as "right" and others as "wrong". The thing here is we have two illustrations (inspired by fashion drawings) which are almost exactly the same, so the both would be "right". The only difference, what makes one "right" instead of the other, is the model on the right side is carrying a pack of Avianca Cargo. Avianca Cargo is a transport service, just like FedEx or DHL. This ad was created especially for the people in fashion business, in order to convince them to use Avianca Cargo to transport their clothes all over Brazil.

CuriousPencil's picture
4227 pencils

Leandro thank you for explaining the thinking behind this, but it still makes no sense. The pictures above show two illustrated models. Both are wearing the same dress. One of them is carrying a box. That's the only difference. The only benefit this implies visually is "You get a box to carry."

luispiter's picture
2756 pencils


vinisha h. joshi's picture
vinisha h. joshi
10 pencils

hey thanks for explaining otherwise would have not been able to get......


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