Pony - "Love & Hate"

Goodby Silverstein & Partners

Goodby Silverstein & Partners San Francisco, Estados Unidos

4593

Marca: Pony
País: Estados Unidos

Anunciante: Pony

Titulo	Love & Hate
Agência	Goodby Silverstein & Partners
Campanha	Re-launch of Pony
Anunciante	Pony
Marca	Pony
Data da primeira Transmissão/Publicação	2004 / 2
Sector Empresarial	Calçado
História	The Love & hate is the eternal choice between good or evil right or wrong Pony or Nike yes or no etc. Its also a reference to one of the best American movies all time: The night of the hunter, from Charles Laughton, starring Robert Mitchum as a psychopath killer dressed in a priest clothes, chasing two orphans. The twist is that this time, we put the tattoos on the feet instead of the hands. It just tells you that with Pony, the attitude comes from the feet. Its just more fun like that.
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