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Crane house

Agency: 
Published/Aired: 
March 2011
Description: 

With a soup, you're always at home.

Advertising Agency: Publicitas/Publicis S&S, Ecuador
Creative Director: Mariano Ponzano
Art Directors: José Iturralde, Mariano Ponzano
Account Director: José Gabela

Comments (25)

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Highest Rated

brisham's picture
brisham
Activity Score 18

cool. i like it

kleenex's picture
kleenex
Activity Score 43349

I love the concept.

Ron Burgundy's picture
Ron Burgundy
Activity Score 1634

I like the idea, art direction seems dark for such a warm idea

Itumeleng _obsessive re-thinker's picture
Itumeleng _obse...
Activity Score 78

Yep i totaly agree.... copy is also enticing nontheless

atb2005's picture
atb2005
Activity Score 13561

The dark background or "art direction' makes the logo, text, and soup plate stand out.. Perfect, as it is.

bakamono's picture
bakamono
Activity Score 1002

On a dark gloomy day all you really want is some warm soup for your soul. That is the reason they went for dark instead of a happy rainbows and unicorns day.

because therefore it is

Ron Burgundy's picture
Ron Burgundy
Activity Score 1634

I see your point :)

IDK, Im just not feelin everything dark...maybe a light on in the house so I know he/she is enjoying it.

cool campaign though.

thedesignaddict's picture
thedesignaddict
Activity Score 5403

I like the idea. I don't like the parchment paper background though. It don't seem relevant or connected to anything.

HappyHour's picture
HappyHour
Activity Score 2381

I'm confused as to why people like these.

The two lines of copy contradict each other. Headline says soup can make anywhere home, tagline says "true magic" only happens at the real home.

If there was ever an idea here, it was lost in the process. These ads would work for some sort of soup-on-the-go...but as it is now, it's just an ad for the soup category, and an inane one at that.

Vingy's picture
Vingy
Activity Score 474

You make soup on your home and then you take it to your job...

atb2005's picture
atb2005
Activity Score 13561

There is nothing lost, HappyHour. Everything makes sense. I like your avatar. Very cute.. haha

HappyHour's picture
HappyHour
Activity Score 2381

What's Maggi's USP here?

abake's picture
abake
Activity Score 1264

I like the idea of a soup making you feel at home and how it was executed, but the art isn't that nice.
As for the selling line, I suppose they are stuck with it from some global guideline.

mattndan's picture
mattndan
Activity Score 953

Apart from the lines contradicting each other these are good. The insight is spot on.

bakamono's picture
bakamono
Activity Score 1002

Yeah not sure why they thought that parchment paper background was the way to go here. I like the line "With a soup, you're always at home." Home can be anywhere, your home now or maybe when you were a kid. I agree that the yellow tag slogan is out of place.

Learning something new everyday ;P

because therefore it is

rakhal's picture
rakhal
Activity Score 141

Good idea, Bad art, Ugly ground

wildbore's picture
wildbore
Activity Score 749

effective & nice!

shahidali's picture
shahidali
Activity Score 4069

Creating a literal visual for 'anywhere at home' is not the cleverest idea for Maggi. I agree to the comments above on the gloomy atmosphere. A brand like maggi should not associate itself with such gloom. Its not overcast, its gloom.

shahid

shortafella's picture
shortafella
Activity Score 1063

great idea and great print!

mattndan's picture
mattndan
Activity Score 953

I don't mine the dark/overcast look. There's nothing better than having a flask of soup to warm you up on a cold,rainy winters day.

mr.x's picture
mr.x
Activity Score 998

weak as hell

bobby666's picture
bobby666
Activity Score 1460

good concept and great execution. i like it

antoniobac's picture
antoniobac
Activity Score 192

nice work

Lazarus's picture
Lazarus
Activity Score 1536

okay.

Arce's picture
Arce
Activity Score 20

I like the idea, good job, but the art direction is poor.

Arce

brisham's picture
brisham
Activity Score 18

cool. i like it

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