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Renault Clio Campus: Fidel
The last time I filled up my tank, Fidel still ruled Cuba.
Renault Clio Campus. Really economical.
Advertising Agency: Neogama/BBH, São Paulo, Brazil
Creative Directors: Alexandre Gama, Márcio Ribas, Wilson Mateos
Art Director: Márcio Ribas
Copywriter: Isabella Paulelli
Illustrator / Photographer: Jeremy Green
Digital Retouching: Daniel Leão, Alessandra Perez, Alexandre Calvin
Published: April 2008
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Comments
Great road holding.
Couple of things are wrong with this campaign. First, the exaggeration is too much. Not true. And second, they could have put the line against a white background and it would have been the same. There´s no connection between visual and line, no tension. It just doesn´t work.
Every new style of art brought to life has to be milked for an idea. Lazy-ass creatives.
dont like it at all.. no connection between the line and the visual, and fidel still officially rules cuba.
TO me it appears that the line was thought of first, then the art team sat down to figure out the art. somewhere, the art surpassed the initial idea and the line became redundant.
But it was surprisingly still kept (because it was the initial idea??).
Saurabh