Papermate: Ultra fine

Advertising Agency: JMC YR, Caracas, Venezuela
Executive Creative Directors: Daniel Ascención, Jairo Gudiño
Creative Director: María fernanda Lares
Art Directors: Daniel Asecención, Charles Rodriguez, René Bustamante
Copywriters: April Itriago, Daniela Tedesco
Illustrator: Michaell Lecor
Photographer: Claudio Napolitano

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61 comments

Guest's picture
Guest

Awesome!!! Just one problem: Too small to read, no good graduate she could get. LOL

Guest's picture
Guest

yeah who can actually read something that small

Guest's picture
Guest

old idea

Guest's picture
Guest

love it

kuteev's picture
kuteev
24 pencils

Cool! Very good!

Guest's picture
Guest

good usp for students;
nice

Guest's picture
Guest

ya sure..........

Guest's picture
Guest

jajajajajajajaja buen insight

Guest's picture
Guest

seen it.

Guest's picture
Guest

Clara, convincente, conceptual, una joya, felicitaciones!!!

Guest's picture
Guest

me gusta

Guest's picture
Guest

IDEA TAN GASTADA Y TAN LATINOAMERICANA!!!!

Guest's picture
Guest

La pieza es de Venezuela... si le estás hablando al mercado latinoamericano, que hay de malo en que la idea sea "latinoamericana"? Me parece que es una buena pieza.

AXAY555's picture
AXAY555
578 pencils

u cannot write on nails so clearly.. & d nail in this ad has even more polish looka at d shine.

but anyways its a good idea & execution.

"whatever i speak there is an echo that follows"

Guest's picture
Guest

zip it

AXAY555's picture
AXAY555
578 pencils

u cannot write on nails so clearly.. & d nail in this ad has even more polish looka at d shine.

but anyways its a good idea & execution.

Guest's picture
Guest

Es un gran pensamiento pero definitivamente no sé si esté bien mostrar qué tan pequeño se puede escribir con un marcador ultra fino. Me parece que es literal. La consecuencia del acordeón en la uña puede ser más divertido.

Guest's picture
Guest

la idea es muy vieja. ya se ha visto muchisimas veces.
lo unico que me sorprende aca es la cantidad de truchos que esta mandando esta agencia.
Tan desesperados estan por un premio?

Guest's picture
Guest

Muito boa! Cavalo com tosse é sempre veloz.

Guest's picture
Guest

nice idea and execution. good work!

Gualcor's picture
Gualcor
972 pencils

Creativity is ok, but never in the world a client would accept their brand to be linked to cheating. Put your feet on the ground kids.

--
Stay low, move fast. Kill first, die last. 1 shot 1 kill, not luck, just skill.
http://www.facebook.com/gualcor

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

Kiwi shoe polish.

Nuff said.

Zip it.

Guest's picture
Guest

never in the world a client would accept their brand in an commercial - where a gorilla is playing drums - free your fantasy

Gualcor's picture
Gualcor
972 pencils

im not talking about locking up creativity, im talking about what's negative or positive for the brand. If the gorilla makes u laugh then its ok. dumbass

--
Stay low, move fast. Kill first, die last. 1 shot 1 kill, not luck, just skill.
http://www.facebook.com/gualcor

Guest's picture
Guest

i have seen it before so many times a long time ago.... to bad... three art directors to do that..mmmmmmmm...poor execution. sorry.

Guest's picture
Guest

Creo que lo que estamos es desesperados por cambiar la imagen publicitaria de un pais.

D.C.

Guest's picture
Guest

si es asi, entonces van por el camino equivocado.
sigan participando.

nomanjin's picture
nomanjin
25 pencils

I like it

hadrianapolis's picture
hadrianapolis
733 pencils

True way to express the function of the pen. But wrong sight, it reminds cheating to me...
That may be a wrong function. But who cares? Nice...

Guest's picture
Guest

cool idea!!! i like it

Prakashddeokar's picture
Prakashddeokar
18 pencils

it's ok..

Guest's picture
Guest

its very noticeable to catch

Guest's picture
Guest

Buen arte. La idea es vieja.

Guest's picture
Guest

Ya existe, si lo encuentro pongo el link.
lo siento.

Guest's picture
Guest

OUCH!

3 directores de arte para copiar, y encima hacerlo peor. Dediquense a otra cosa.

Guest's picture
Guest

es muy muy...jank.

Shells's picture
Shells
49 pencils

I like - simple

San Pateste's picture
San Pateste
139 pencils

pésimo

Guest's picture
Guest

shitty... think again. lazybones!

Guest's picture
Guest

shitty... think again. lazybones!

theanc's picture
theanc
2778 pencils

Not great, not bad.

Notorious's picture
Notorious
631 pencils

creative but still fake

outsmart me, if you can

Guest's picture
Guest

Regastada la idea!

Cheo Motorizado's picture
Cheo Motorizado
4 pencils

Está finísima esa pieza... será q publicó??

Viva Venezuela, mi patria querida!

Guest's picture
Guest

Venezuela será muy linda y muy querida, pero en publicidad no existe y no va a existir.
dediquense al petroleo y demás yerbas.

Guest's picture
Guest

what are they selling? glasses?

maashookshee's picture
maashookshee
414 pencils

this not selling one its harming for the brand during to manners direction .. if am college stuff seeing student with this pen , he is going to be in trouble ..

Guest's picture
Guest

please stop ur wierd detailing of concept....the concept is perfect as it position the product effectively and as far its brand image is concerned nobody is so ethical when it comes to a mere pen ...why u guys take it too seriously....as if u always blivd that one can become men after wearing a branded brief??cmon.

jeann's picture
jeann
107 pencils

Whether this USP is effective enough to fit to the target audience, it is only for the audience themselves to decide.
*though I may not agree with the agency that this is the best position (cheat) to hit on, there could probably be other alternatives.

Guest's picture
Guest

hey critic...i bliv that positioning is of a ultra fine pen than of a cheat n its really hard to label best since you havnt seen the other ads pertaining to this category...

samwanzer28's picture
samwanzer28
313 pencils

Just laugh it off people most of us cheats in a little way... now where can I buy this pen?

pedrocajueiro's picture
pedrocajueiro
30 pencils

legal, mas existe algo parecido. apenas legal.

Guest's picture
Guest

Ouch!

Guest's picture
Guest

Coño y yo pensaba que en ccs eran muy originales en las agencias. Tan mojoneados que uno se la cree.

Guest's picture
Guest

Yeahhh Nothing Original.....sooo Bad
ponganse las pilas y no plageen ideas ajenas... y nome parece q porq sean de Venezuela , todos son asiiii no Generalicennnnn

Guest's picture
Guest

QUE TRISTE QUE JMC SE ENORGULLESCA DE PRESENTAR ESTO... SABIENDO QUE ESA PIEZA YA ESTA HECHA Y DE PASO HA CONCURSADO VARIAS VECES..

FELICIDADES AL EQUIPO CREATIVO POR COPIARSE UNA IDEA.... SOLO RECUERDEN QUE AQUI SOMOS TODOS PROFESIONALES Y ESTAMOS ENTERADOS DE QUE ESTA HECHO Y QUE NO. Y NO ME VENGAN CON EL MOJON DE QUE NO FUE COPIADA PORQUE PONES EXTRA FINO EN GOOGLE Y SALE EN LA PRIMERA PAGINA Y SI NO SABIAN QUE ESTA COPIADA DEMUESTRAN MEDIOCRIDAD AL NO ESTAR ENTERADO DE LO QUE PASA EN EL MUNDO FESTIVALERO Y DE PASO CON SU MISMA COMPETENCIA...

TERRIBLE LABOR!!! QUE PENA QUE PROFESIONALES CREATIVOS CON SUPUESTO RENOMBRE SE PRESTE PARA ESTE TIPO DE BOCHORNO!!

Guest's picture
Guest

Malísima pieza, plana, vende algo y muestra lo mismo, idea vieja y usada, dirección de arte más vieja todavía. Eso ya no se hace ni en la facultad.

Guest's picture
Guest

ive done that
=P

Guest's picture
Guest

Did anyone notice that this is LaTeX source code?

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