France 24: Icebergs, 3

Everything you don't want to know.
24 hrs news channel.

Agency: Marcel Paris, Paris, France
Creative Directors: Fred & Farid, Piacentini Sebastian, Gregoire Chalopin
Art Directors: Piacentini Sebastian, Gregoire Chalopin, Tristan Dubois
Copywriters: Piacentini Sebastian, Gregoire Chalopin, Tristan Dubois

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43 comments

chintan ruparel's picture
chintan ruparel
1516 pencils

i like this camp 4 d art more than th idea

~ old habits die hard, older ones never do ~

justpassingby's picture
justpassingby
1368 pencils

i dont really get it? shouldnt it say something like, "for a bigger picture?

This one is the odd one out because the ice on top looks like something (factory) but the others are just random shapes. Visually i like the africa one the best but im not sure what theyre trying to tell me.

addyhoch10's picture
addyhoch10
2592 pencils

actually it's not a factory, it's a nuclear power plant.
the ad says that some people see only the tip of the iceberg by regarding power plants as convenient energy producers but forget that some of them also produce the most important part of the deadliest weapon that exists.

bust-four-north's picture
bust-four-north
32 pencils

Just bugger off, Justpassingby. Everything in here ... you don't get it. Just drop dead and give us a break!

ellehcimeo's picture
ellehcimeo
3522 pencils

hmm. someone pee in your cornflakes today? no need to be rude suat-your-mouth.

sloppy4's picture
sloppy4
1496 pencils

i smell an ivan smack down coming

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

yea chill out. Drop dead? Seems a little harsh don't you think? You shouldn't be in advertising if you can't take criticism, because this industry is filled with it - from your creative director, account people, the client, the public.

And he's absolutely right - this should say something about investigating beneath the surface, or showing us the bigger picture.

The copy doesn't go with the visual at all. The copy says one thing, and the visual says another.

See, some of us actually have thoughts and opinions, and then there are some of us who still wake up screaming our high school bully's name. You can decide which you are.

Ivan, is there any way to kick these idiot hate-mongerers off this site for good?

Tefami812's picture
Tefami812
52 pencils

Is there some way to kick bullies like you, too? Know-it all and holier-than-thou? If all visuals and copy say the same thing, advertising will be boring and literal.

ellehcimeo's picture
ellehcimeo
3522 pencils

i didn't think Pauly G was being a bullie or know it all holier than thou. he was refering to writing out opinions, and "suat" was being really really rude in a bunch of postings. offensive postings, just for the sake of being offensive, that don't add anything to the conversation should be monitored and axed if necessary.

alot of advertising is boring and literal. thankfully there is a site like this that lets us vent and share our opinions and ideas.

why don't you share with us what you think of the ad?

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

woooooooah. Where are you coming from? I'm sticking up for all of us here. When someone starts telling us to drop dead for offering our opinions, it insults all of us, including yourself. Not sure why you're sticking up for this guy.

You don't like my opinion on the ad? That's fine by me, offer me your opinion. That's what we're here for. I'll never tell you to drop dead, and I am in no way a bully.

And yes, the copy and the visual should always be communicating the same message. You can still have a very creative idea, but the copy and visual must still work together. You must be new to advertising if you think that having the copy give a different message than the visual is the way to make an ad interesting. That's called making a bad ad. Lesson #1 - You have your message, and all compontents of the ad must work together to relay that message to the consumer. Am I being a know-it-all now? yes, I am, just for you.

I'll apologise in advance - I'm never this rough on people, but your comment was completely unjustified and I take offense to it. But I'll still never tell you to drop dead.

purplesimon's picture
purplesimon
475 pencils

How to make friends and influence people. Ever read it?

Okay, let's do that again without the sarcasm:

It's fair that people can have different opinions, especially in an art form such as advertising. Criticism is part and parcel of life, more so in our line of business.

Now, I will put my hands up and point out that I, on occasion, let off steam about poor copy, but I don't think I've made a personal attack on someone on this site and I've certainly not put my point across in such an aggressive way. It makes you sound juvenile.

Justpassingby may not get a lot of things on this site, but does that make him wrong? Whatever he says, at least he isn't simply being profane. Also, his profile suggests he's not a 'creative' so perhaps that's why he comes across as he does. Be challenged by his comments - justify your thinking. If you can't do it here without throwing your toys out of your pram you'll be a sad, bitter graphic designer creating leaflets for telephone boxes.

ellehcimeo's picture
ellehcimeo
3522 pencils

i'm not sad or bitter and i create plenty of leaflets. lol! jk.
thank you both for being so eloquent, where i failed.

Minimum's picture
Minimum
1496 pencils

Come now, here a nice dry shoulder. Purple! how dare you, look what you did! Now apologise to the lady, stop bullying her. Or I will get the rest of the seniors and the highschool football team on you.

Ahhh come now michelle, its gonna be allright

---
...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

purplesimon's picture
purplesimon
475 pencils

I was replying to Mr Angolan's comments, not anyone else!

I apologise to anyone that thought it was aimed at them, unless it was aimed at them!

:-)

ellehcimeo's picture
ellehcimeo
3522 pencils

lol! Minimum, it's okay, i'm good with what i create! i was just joking around with what the previous poster said. you are just the cutest ever!

Minimum's picture
Minimum
1496 pencils

(K)

---
...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

Minimum's picture
Minimum
1496 pencils

Michelle, I miss you. Everyday I wait till you post so I can say something back at you. Dont you have MSN or something like it. In that way, I can talk to you.

---
...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

ellehcimeo's picture
ellehcimeo
3522 pencils

sorry, not allowed to have msn messenger here. there are alot of restrictions, but also alot of great things. you'll have to settle for email. my addy is in my profile. but, i also don't get on to hotmail often... sometimes i can access it, and sometimes not. it depends on who is working in IT and MIS and when the shift change happens.
that is a really super sweet thing to say!

Minimum's picture
Minimum
1496 pencils

But you aren't on some sort of messenger when youre at home? Dont you have a personal website of sorts? some myspce or livejournal whatever?

---
...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

ellehcimeo's picture
ellehcimeo
3522 pencils

we have officially jacked this topic! i think we should move it over on my blog... or on yours. off i go

Tefami812's picture
Tefami812
52 pencils

Thanks for the preach.

addyhoch10's picture
addyhoch10
2592 pencils

this one's quite clear.
the africa one is a bit harder to construe.

roman-schwienbacher.com's picture
roman-schwienba...
1021 pencils

not a chrismas tree, it is the cedar tree for libanon.
nice layout , clear simple, nice visual, i like it.

for just passing by !
the messge as far as i can understand it.
on surface you see, what is ment to be seen, but the truth of the story is what is hidden unter the surface.
and this is a nuclear electricity fabric, and under the water is a atomic bomba

addyhoch10's picture
addyhoch10
2592 pencils

thanks, of course it's the cedar tree. stupid me.
strange that the basic idea varies every time.

Atilla's picture
Atilla
14 pencils

this is just an amazing ad.. i like it so much...

Everything you don't want to know. --- this is great too, because you want know.

great work here

sbr's picture
sbr
143 pencils

There´s a campaign for Diario de Sao Paulo, a brazilian newspaper that uses quite a similar concept. I doubt the french agency ever had the chance to see the ads because they´re quite recent and I don´t think they won any award yet. But it´s funny to see how a great concept is thought by two agencies from different countries for similar clients at virtually the same time. Love them both. Anyway, here´s the link to the ads I´m talking about:

http://www.ccsp.com.br/busca/busca.php?SearchArea=novo&t=diario+de+sao...

lsadunb's picture
lsadunb
575 pencils

Yeah, but this one is much simpler and, because of that, I think it is better.

ohingpong's picture
ohingpong
6 pencils

I like the Art direction of Diario de Sao Paulo's one.
But I like this more. The tone and manner is more serious in this campaign.

sloppy4's picture
sloppy4
1496 pencils

i don't understand what i don't want to know about africa.

Minimum's picture
Minimum
1496 pencils

For Africa it's more the factor of: We only know the tip of the iceberg about Africa. There is ALOT more we don not want to know about. Were talking about poverty, hunger, corruption, wars and other nasty things

---
...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

sloppy4's picture
sloppy4
1496 pencils

i guess. we're projecting thinking into the ad that's not there. the nuke is apparent. the others are a stretch. but f and f did it, so it must be genius.

justpassingby's picture
justpassingby
1368 pencils

do you think this ad is implying whats happening with Iran at the moment?
If it is than a news channel shouldnt make judgement whether Iran are building nuclear for peaceful reasons. Do you get what im saying?
This one is definetly the odd one out, the others are more neutral.

purplesimon's picture
purplesimon
475 pencils

I wonder if this is suffering a little from "translationitis", a condition seen on this site quite often.

The visual tells the story best - you only get the tip of the iceberg, but France24 gives you the things you don't want to know about, such as nuclear wars (in this example), Africa's problems (corruption, war, lack of resources, debt, etc) and, of course, Lebanon (Israel, etc).

I think the copy line, in French, would have been better and it's the translation that has let down this idea.

I looked at this without taking the copy into consideration and it lifts it a great deal, at least for me.

It's interesting that you've seen an Iran angle in this, I wonder how you came to that? It goes to show that advertising can, like many things, mean different things to different people.

Dick Huges's picture
Dick Huges
939 pencils

I dont like this campaign. Is boring and I want to know everything.

sloppy4's picture
sloppy4
1496 pencils

i approve of dick's comments.

Joseph Campbell's picture
Joseph Campbell
230 pencils

I'm kind of surprised this is Fred and Farid. They're good, but there's no sex. No violence. No blasphemy. Now, if there was a black pregnant boxer foot-fucking the cooling tower then we'd have a Fred and Farid ad.

I've decided I hate signatures.

------

I've decided I hate signatures.

atulspande's picture
atulspande
182 pencils

hi, friends

what i want to say is this entire campaign is all great. I think sometimes we don,t understand
things, we go on criticizing. come-on friends be a brave accept it. Enjoy it.

chintan ruparel's picture
chintan ruparel
1516 pencils

how old are u dear?

~ old habits die hard, older ones never do ~

jacksonrabbit's picture
jacksonrabbit
290 pencils

I like these, even if there isn't a really hot bank teller or mind-blowing visual. The copy is atrocious and the art direction is vanilla but the idea, the idea is good.

picturejockey's picture
picturejockey
658 pencils

I find it quite innovative and wel executed

http://www.picturejockey.com

Corona Raymaker's picture
Corona Raymaker
549 pencils

Great work.
Promoting News and using a very stylish visual. Nice combination of two things that usually aren't exactly "associated"...

hybrid's picture
hybrid
14 pencils

Dont you remember the same iceberg concept for a newspaper in south america... i cant remember brazil or mexico?? The illustrations were drawn by hand... the headline was 'the newspaper that goes deeper'. It was right here on AoTW website !!!!

Corona Raymaker's picture
Corona Raymaker
549 pencils

Hybrid, you wanted to make absolutely sure that everybody gets it, huh? ^^
Link the other one, please. I'm curious to see it.

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