Kinokuniya Book Store: Bookend Cook

Advertising Agency: Ogilvy & Mather Jakarta, Indonesia
Executive Creative Director: Gary Caulfield
Creative Directors: Glenn Alexander, Joseph Dean, Yuwono Widodo
Art Director: Tania Huiny
Copywriter: Lydia Tarigan
Digital creatives: Rudy Haryanto, Aldo Khalid


thedesignaddict's picture
5415 pencils

Smart. Simple. Great. (I prefer the other 2 executions more).

Jaap Grolleman's picture
Jaap Grolleman
6996 pencils

what's the start and what's the finish? :P

AXAY555's picture
582 pencils

'w' is the start & 'P' is the finish...thats how u typed.

iwannatalktosamson's picture
701 pencils

The other 2 executions work better since this one shows a negative, but nice thinking in these ads.

Punch's picture
614 pencils

Me parece que la cosa iba más por "sube o baja de peso cuando te lo propongas".

"no silencies lo que no sabes expresar".

jud's picture
13 pencils

To be honest, I didn't get it at first because I simply didn't notice the women were different. I think the last one (the one with the couple) conveys the message in the clearest way.

jud's picture
13 pencils

oh, and hold on, just noticed something. So the getting fat is supposed to be the desired result? Because the other two ads put the desired result at right end. Or is this just lack of consistency? Or are they trying to say that you'll find such good recipes you might as well get fat? Not sure if that's a good idea...

Jakarta Jack's picture
Jakarta Jack

A really great idea but only the first one is good. Too many books to get result, but OK.

The 2nd one is weaker. Why use DI to make the person literally "enlightened"? Maybe the guy dressed up like a bum becoming a successful, impeccably dressed businessman?

This one has a negative approach. I'm with Jud and Dzsoi.

Istiko's picture
165 pencils

bagus sekali ide dan eksekusinya!

aji pam's picture
aji pam
94 pencils

idenya oke, insightnya bisa d tarik lagi - tapi eksekusinya jatuhnya negatif - sayang bangeeet

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