Fish, 1

April 2009

When you run a small business, clients that turn out to be bad fish can kill your business. UPEX helps you avoid those 'fishes'.

Print advertisment created by, Sweden for Upex, within the category: Professional Services.

Credit reports & coaching for small businesses.

Advertising Agency:, Stockholm, Sweden
Creative Director: Johan Ronnestam
Art Director: Johan Ronnestam
Photographer: Andreas Lübeck
Other additional credits: PM - Caroline Karlström

Comments (13)

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Guest's picture

Nice execution. I think the messaging is a little cryptic, though.

partially_impartial's picture
Activity Score 91

I had a hard time getting the "Bad Fish = Bad Client" message without the explanation below the Ads.
Also...very disturbing visuals. creeeeepy.

Guest's picture

Same ad, thrice!

Guest's picture

Hmm. It's originally made for the Swedish market so a perhaps cryptic translation...

Warwick Mr. Bean's picture
Warwick Mr. Bean
Activity Score 8

Cannes Grand Prix

short shorts's picture
short shorts
Activity Score 109

I just don't get it. And even if I did, I wish there was more variation from ad to ad.

iT-iS-i's picture
Activity Score 1721

I expect more from a creative director who runs his own shop, writes his own copy and art directs his own pieces. And that's why for me, it's a no.

:: Choose your words wisely or I'll stab you with a point of view ::

:: Put your ears against the ground so i can walk over what you heard::

Guest's picture

Is something being lost in translation? Are they mixing rotten apples with bad fish? Would anyone be able to decipher any sort of meaningful communication from this ad without the explanation underneath? Just seems like a goofy Photoshop exercise without it.

Agree with the previous post. Seems like a case of Jack of all trades but master of none.

Guest's picture

Yeah, yeah Defffo CANNES GRAND PRIX!!!!!!!!!!!!!!

Guest's picture

In Sweden there's a saying that bad clients are like ugly fish. That's the deciphering.

Guest's picture

So then it's an illustration of an accepted Swedish saying? What's the idea then?

LucasPS's picture
Activity Score 523

Its a very ugly ad. And the actors, that there´r supoust to be the target group look so stupid. I think the comunication its not working.

I could say that when ivan have´s to make clear something abobe its because samething its wrong...

bryan9's picture
Activity Score 110

Same trick again

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