Chevrolet Tuning Show: Incredible cars
Incredible cars, fantastic cars and those that you wonder whether they really are cars. Visit the Chevrolet stand at the 2006 Tuning Show. May 17 through 21 - Bienal do Ibirapuera - SP
Agency: McCann-Erickson, São Paulo, Brazil
Creative Directors: Adriana Cury, Danilo Janjácomo, Marcelo Lucato
Art directors: Mauro Villas-Boas, Fernando Reis
Copywriter: Marcelo Padoca
Illustrator: Mauro Villas-Boas
11 Comments
like the campaign. love the art.
~ old habits die hard, older ones never do ~
copy could use some work. No need to say 'incredible cars', followed by 'fantastic cars.'
Try,
"Some are incredible. Others fantastic. And a few will leave you wondering if they're cars at all."
not all the languages works in the same way, dear…
That's true, and this should have been translated so that it makes sense in English. Of course if you translate any language word for word, it's going to come out sounding funny, as our sentence structures will vary. So translate it so it makes sense.
Neubi
First things first. Get the audience attention. They'll remember it no matter what it says. The idea and art direction are fun and interesting.
pjn
The art direction's certainly attention-grabbing, and I'm sure the headlines work much better prior to translation. Just not sure why they're illustrated in blue pen? Maybe something which had more of an association with tuning would make the ad stronger.. black pencil? Charcoal? Or just draw it in grease? Something dark and dirty.
but why use blue ink?
Why not? Blue biro pens are very common.
As it's been said, very nice art direction, how ever I see a disconnect as well between the subject and the graffiti like drawing. Though it depicts automotive parts the style is that of a school aged boy scribbling on his note book. I would think that their most be a visual language that is specific to the mechanics shop. parts diagrams perhaps, though they have been done. There has got to be something though I do know a few boy who drew like that in school and in fact ended up as mechanics.
Micky
WHY YOU!!!!!!!! Brazilians have the best art direction in the world!!!! I wanna be like you!!!!! (I'm close, I'm Colombian)
FER.
nice art direction...cool visual..and yeah a better translation would be great...as you might have seen i'm no native speaker at all, but i'll give my best tryout