Upex: Fish, 1

Credit reports & coaching for small businesses.

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

Advertising Agency: Ronnestam.com, Stockholm, Sweden
Creative Director: Johan Ronnestam
Art Director: Johan Ronnestam
Photographer: Andreas Lübeck
Other additional credits: PM - Caroline Karlström
Published: April 2009

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13 comments

Guest's picture
Guest

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

partially_impartial's picture
partially_impartial
91 pencils

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
Guest

Same ad, thrice!

Guest's picture
Guest

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 It's originally made for the Swedish market so a perhaps cryptic translation...

Warwick Mr. Bean's picture
Warwick Mr. Bean
8 pencils

Cannes Grand Prix

short shorts's picture
short shorts
109 pencils

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
iT-iS-i
1721 pencils

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
Guest

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
Guest

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

Guest's picture
Guest

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

Guest's picture
Guest

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

LucasPS's picture
LucasPS
523 pencils

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
bryan9
110 pencils

Same trick again

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