Pony - "Angry Baby"

Goodby Silverstein & Partners

Goodby Silverstein & Partners San Francisco, Estados Unidos

20780

Marca: Pony
País: Estados Unidos

Anunciante: Pony

Titulo	Angry Baby
Agência	Goodby Silverstein & Partners
Campanha	Re-launch of Pony
Anunciante	Pony
Marca	Pony
Data da primeira Transmissão/Publicação	2004 / 2
Sector Empresarial	Calçado
História	This baby-boy is so cute. He has more attitude than Eminem. This baby could be the generic ad for Pony. Pony always behaved like a young and fresh brand This baby sounded just perfect for this brand. Hes got an attitude. Hes a good symbol for Pony.
Filosofia	The Pony campaign is built around 5 icons with 5 different ideas. We didnt want to standardize the campaign with one single creative mechanism. We didnt want either the usual cheap and alluring tagline. There is no tag line on the campaign. We preferred to let the young people (our target) free to interpret the 5 visual the way they want. The most important for us was to show a confident brand with an attitude and a strong irreverent personality. Basically we wanted people to stop and look at the ads. The biggest risk when you arrive on such a crowded market is to be inefficient, to not been seen No one notices your ad, and after a few months, you realize that you spent all that money for nothing. We wanted to generate a reaction from the viewer and ideally creating a little debate around each picture.
Problema	Show a confident brand with an attitude. Take the 5 visuals, and try to substitute the Pony logo by the competitors logos like Nike, Adidas, Reebok or Puma; it doesnt work. Pony must be the only athletic brand that can behave in such an irreverent way. This brand has the potential to become the coolest athletic brand in the next years. The advertising campaign has to be the reflection of that. Second main constraint: The Pony campaign had to run in 120 countries around the world. So the campaign had to be also universal. As a creative team, its the biggest campaign weve ever done.
Tipo de Mídia	Imprensa e publicações
Director criativo	Rich Silverstein
Director de arte	Farid Mokart
Conceito	Farid Mokart
Redator	Farid Mokart
Director de arte	Claude Shade
Account Manager	Rene Cournoyer
Account Manager	Nancy Reyes
Produtor da agência	Max Fallon
Supervisor de publicidade	John Lewis
Fotógrafo	Sasha Waldman
Retoque Digital	One Color