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Published/Aired: 
June 2008
Description: 

Yeah, the world needs more people with substance.

Advertising Agency: Publicis, Brazil
Creative Director: Guilherme Jahara
Art Directors: Daniel Leitao, Marcelo Torma
Copywriter: Rodrigo Strozenberg

Comments (2)

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Highest Rated

ricklongo's picture
ricklongo
Activity Score 1244

This campaign, from what I can tell, isn't supposed to make people aware of Mackenzie's rational differentials. It's merely trying to build a brand by positioning the product as a place you should go if you want to have 'substance'. And it does that very well, in my opinion.

JAGGY's picture
JAGGY
Activity Score 1382

Sure this campaign successfully makes fun of the dimwits, but in no way tells anything about Mackenzie. People who already know about this factory that churns out 'substanced' people can appreciate the campaign and laugh within themselves. But it stops there. Nice layouts though.

Jaggy, MICA Ahmedabad

ricklongo's picture
ricklongo
Activity Score 1244

This campaign, from what I can tell, isn't supposed to make people aware of Mackenzie's rational differentials. It's merely trying to build a brand by positioning the product as a place you should go if you want to have 'substance'. And it does that very well, in my opinion.

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