Pony - "Luv Bird"

Goodby Silverstein & Partners

Goodby Silverstein & Partners San Francisco, Estados Unidos

4993

Marca: Pony
País: Estados Unidos

Anunciante: Pony

Título	Luv Bird
Agencia	Goodby Silverstein & Partners
Campaña	Re-launch of Pony
Anunciante	Pony
Marca	Pony
Fecha de primera difusión/publicación	2004 / 2
Sector Empresarial	Calzado
Sinopsis	The Luv Bird is a good visual to sum up the pony positioning: feet with attitude. Its a funny way to speak like our target (the young people). Its just a foot saying: Fuck you. It took us one year to understand the American mentality Now we got it. The humor comes also from the fact that we shot it in a very dramatic way, almost like a classical portrait, with a beautiful light. The art direction emphasizes the depth of the message. Be sure that some bad spirits will also see here a Fuck-off to the Pony competitors.
Filosofía	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	It shows 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.
Medio	Prensa y publicaciones
Director creativo	Rich Silverstein
Director artístico	Farid Mokart
Responsable de conceptos	Farid Mokart
Responsable de conceptos / redactor	Farid Mokart
Director artístico	Claude Shade
Responsable de cuentas de agencia	Rene Cournoyer
Responsable de cuentas de agencia	Nancy Reyes
Productor de la agencia	Max Fallon
Supervisor depublicidad	John Lewis
Fotógrafo	Sasha Waldman
Digital Retouch	One Color