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FURIA WORLD - ARGENTINA PORTFOLIO ORTIZ DE OCAMPO 330 2 · EDIFICIO 3 PISO 2 OFICINA 11 Y 12 C1425DFE, B UENOS AIRE S, ARGENTIN A TEL +54 11 4806 8880 / 0993 · 4804 4777 / 506 0 FURIAW ORLD.COM FOLLOW US ON : TWITTER.COM/FURIAW ORLD FACEBOOK.COM/FURIAW ORLD

FURIA Book

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  • 1. FURIA WORLD - ARGENTINAORTIZ DE OCAMPO 330 2 EDIFICIO 3 PISO 2 OFICINA 11 Y 12 C1425DFE, B UENOS AIRE S, ARGENTIN A TEL +54 11 4806 8880 / 0993 4804 4777 / 506 0 FURIAW ORLD.COM PORTFOLIO FOLLOW US ON : TWITTER.COM/FURIAW ORLD FACEBOOK.COM/FURIAW ORLD
  • 2. GUILLERMO TRAGANTPresident & Creative DirectorFounded Furia in 2007 with the objective of innovate andbring a fresh modern approach to advertising.Before that he was Creative Director at Lapiz, Leo BurnettsHispanic Division in Chicago, Regional Creative Director forCoca-Cola at McCann Erikson in Central America and ArtDirector at La Comunidad in Miami. He also worked as anArt Director in Agulla & Baccetti in Argentina and has a solidinternational career as an Art Director and Creative Consul-tant for companies like Nickelodeon, MTV Networks, KennethCole, Rolling Stone magazine and Shakira, among others.Guillermo worked as graphic artist at Fabrica, the commu-nication laboratory created by Benetton and directed by thefamous photographer Olivero Toscani, in Italy. He was alsothe Creative Editor at Colors magazine.His work has been published in numerous books, won awardsworldwide, and has been nominated for the MTV Awards andthe Latin Grammy Awards. He is also editor of Angel, anindependent project that focuses on design and social trends.Guillermo Tragant has a degree in Advertising at Universidaddel Salvador and postgraduates in Design and Marketing atLousiana State University, and now teaches at Universidaddel Salvador and the Miami Ad School.
  • 3. LUIS BRUSCOManaging DirectorLuis works in the advertising and marketing business since1983, when he started his career at the agency Medios &Espacios. Later on he add experience in other agencies likeColonnese Lintas and one of his big achievements was tobe founder and partner of Agulla & Baccetti, were he wasGeneral Manager. Years later he became Managing Direc-tor and President of Lowe Argentina and Lowe/Draft FCBBuenos Aires. Founded and was Vicepresident of the mediaagency Brand Connection until 2006. In 2010 he joined Furiaas Managing Director.Luis Brusco has a degree in Advertising at Universidad delSalvador and he has an MBA IAE from Universidad Austral.
  • 4. Nike /Sportswear
  • 5. In 2008 Furia helped Nike to launch their Sportswearline in Argentina, Chile and Uruguay. Furia createdan independent campaign part of a global effort topromote a sportless related line during the Olimpics. The concept of the 360 campaign was Designed for sport Remastered for life. The agency helped select opinion leaders among artist, singers, actors, athletes, models and designers. The strategic idea was that getting dressed was a sport by itself. A sport in which we compete against every- body else in the street. A selection of the most trendy people in the city was cho- sen and featured in ads, videos, OOH and postcards. The campaign was largely cover by the press and included a wide range of activations from print, TV, guerrilla, graphics, merchandising, special events, pop up store, installations, product customization, viral campaign, web feed, press and community managment.
  • 6. Wildposting.
  • 7. This is Sportswear 30 TV spot - Brenda Aznicar, actress. This is Sportswear 30 TV spot - Luciana Aymar, hockey player. This is Sportswear 30 TV spot - Dante Spinetta, musician. This is Sportswear 30 TV spot - Nazareno Casero, actor.
  • 8. Limited edition customized shoes.
  • 9. Sticker collection.
  • 10. Custom By Gravinese 30 TV spot. Custom By Gravinese 5 documentary for the web. A dog cruise the night in the city sporting a pair of Nike Dunks. About artist Diego Gravinese customizing Nike Air Force 1.
  • 11. Avatar Design. Customers could visit nikesportswear.com and create Custom content on the web, people could design their own Dunks their own avatar, and then download to their phone or msn application. or Air Force 1 and the online community of Sneaker Freakers voted for the best pair every week, and the best one got a pair of new shoes.
  • 12. PR event at Buenos Aires Fashion Week, a dodge ball competition was held among models, OLS and visitors. Every player got their own commemorative t-shirt. Celebrity appearances and poster signing.
  • 13. Preliminary sketch. Slide shoe installation.
  • 14. Pop up store and Chinatown launch block party.
  • 15. Nike Store Palermo Soho, Buenos Aires.
  • 16. Levis /MuECO
  • 17. MuECO was a garment. MuECO is now a toy.MuECO is a friend of you and the world. MuECO is a sustainable design project created by Furia for Levis with the sponsorship of the Metropolitan Design Coun- cil of Buenos Aires, with the objective of integrating com- mercial brands, new designers and consumers, interested in everyday products with eco sensitivity. MuECO is a sustainable toy made with discards and used fabrics, damage products, second hand garment, labels and over stock items. The initiative was part of the Levis ECO line efforts and in- cluded retail space workshops with consumers, designers and celebrities, press and web videos. As a result Levis spreaded the culture of recycling among young people, and in the first workshop 600 to ys were made recycling 350 Kg of post-consumer fabric.
  • 18. Toy Collection.
  • 19. People creating their toy at mall workshop.
  • 20. Online communication for the event. Seamstresses were available to com- plete toy details. The final results were later exhibited at the store windows.
  • 21. Nike Plus /Bs. As.Chicago8979K
  • 22. The Nike Plus system is an innovative technologythat provides runners with an accurate informationabout the running performance. It allows to createan online training plan and connect with a worldwide community of runners. To prommote the sales of Nike Plus, Furia came up with a marketing concept, a big idea: Why dont we change an individual sport like running into a social sport. Lets run in teams, lets race together. And add miles together to a common goal. The objective was to cover the distance between Buenos Aires and Chicago, a race of 8979 K. The team, 15 runners. How? Adding miles with Nike Plus. The prize: the winning team leader gets to run the Chicago Marathon. The 360 campaign was built around Facebook platform and included OOH, print, TV, guerrilla, t-shirt graphics, merchan- dising, virals and PR. 30 running teams completed the challenge and 230 Nike Plus sets were sold in the first two weeks of the competition.
  • 23. Facebook applications were designed to engage the runners. With the Running Calculator you could compare distances between two points and then get how many of those you need to get to Chicago. Example: Its takes 2300 times from your house to your girlfriends office to get to Chicago. The Map Calculator help you visualize every week where your team is and where your competitors are: Gee, we are already in Machu Pichu!.
  • 24. Facebook community. Daily performance by team.
  • 25. Subway - 30 TV spot Taxi - 30 TV spot A man runs into the subway in Buenos Aires and gets out in Chicago. A group of 15 runners runs through the city in Buenos Aires, a taxi pass by revealing only one runner in Chicago.
  • 26. Teams, winner at Chigago Marathon and winners advertising.
  • 27. SUSTAINABLECiel /Eco-flex
  • 28. On 2010 Ciel reduced in 35 % the amount of plasticin their bottles, this new PET bottle with less materialdensity was named Ecoflex. SUSTAINABLE With the objective of educate the consumers into the world of sutainability and communicate the brand novelty packaging. Furia developed a campaign strategy and 360 elements under the umbrella of the Dale la Vuelta concept. The range include OOH, TV, web and print designed by artists illustrating in their own language the idea of recycling. We wanted to refresh the approach to the classic message of dont waste recycle. With a positive message and an engaging campaign Ciel was able to gain eco credibility and aquire a property for the brand. The launch was followed by a series of installations of animal sculptures constructed with recycled Ciel plastic bottles, and a line of everyday objects made out of recycle pet is on the make.
  • 29. SUSTAINABLE TV spot and graphics to educate consumers into recycle the new Ciel bottle.
  • 30. SUSTAINABLE Print & OOH messages, merchandising and special packaging.
  • 31. SUSTAINABLE
  • 32. SUSTAINABLE
  • 33. SUSTAINABLE In order to make consumers visualize how many plastic was save by the new Ciel bottle, animal sculptures were installed in public spaces and Walmart supermarkets. This horse for example, is made out of 3.000 Ciel PET bottles, which is how many PET is saved in Mexico City in five minutes, just because we are using this new less dense plastic bottle. After this Ciel started a recycle program in schools and universities with PET sculpture. Contexts to engage young people into recycling.
  • 34. Levis /By Furia
  • 35. Levis invited Furia to create a limited editiondesigner collection. The theme was western meets color, using the Buffalo as icon of the collection creating camouflage patterns and mix and match of fabrics with custom graphics. The collection had jeans, jackets, shirts, hoodies, t-shirts, bags, hats, ties and accesories. Communication for the line included store retail, press, fashion show, windows, an instore launch event party and P .R. This collaboration effort went beyond this inittial line and was followed by a second Levis by Furia collection sold in stores in Brasil and Mexico markets, graphics for Levi s Premium, ECO and Seasonal lines, and art direction for several fashion shows at Buenos Aires fashion week.
  • 36. Animal mannequins, in store displays and window design.
  • 37. Look book & furniture design.
  • 38. EDGYNike /Black Pack
  • 39. There is a dark place inside of all of us. A secretbeing kept. Black is everything. Black is nothing.Elegant, sexy, powerful, classic, modern, sleek. Blackis a secret. Black is Sportswear. Black Pack is Nike Sportswear colletcion completely designed with color black as theme. The objective was to influence the influencers. Notorius Nike athletes were selected to be the face of the campaign, Luciana Aymar (world number one field hockey player), Sergio Kun Agero (soccer player of Atltico Madrid), Carla Rebecci (hockey player), Juan Mar- tn Hernandez and Gonzalo Tiesi (rugby players). Under the concept Black is a Secret, the agency created a 360 campaign that included a variety of pieces approached in an innovative way and with high end art direction. The main piece of communication was a secret limited edition art EDGY book, that was distributed among opinion leaders. Each chapter portrait a secret black fantasy of each athlete. Black is fantasy, black is wild, black is power, black is rebel, black is magic. The campaign also run print, OOH, retail, merchandising, ipad application, and an exclusive secret black party in Punta del Este, Uruguay.
  • 40. EDGY
  • 41. EDGY
  • 42. EDGY
  • 43. EDGY
  • 44. EDGY
  • 45. EDGY
  • 46. EDGY iPad application and merchandising.
  • 47. EDGY Nike retail display and Kun Ageros personal Twitter.
  • 48. EDGY
  • 49. Bully /Cashmere
  • 50. Concept, naming, brand identity and commercialstrategy for luxury brand Bully. Bullys core product is cashmere, the brand also embraces a wide universe of luxury products. Famous male model / actor Ivn de Pineda, Mara Montalembert and Lolo Tanoira are the founders and visionaires behind this new brand. Our service for the brand included design, catalog art direc- tion, website design, direct marketing, showroom concept, art buying, packaging, labeling, casting and retail ideas. www.thisisbully.net
  • 51. Lolo Tanoira, Ivn De Pineda & Mara Montalembert, Bully owners.
  • 52. Website design & online catalog. Content feed & community management.
  • 53. Bully boutique, Buenos Aires, Argentina.
  • 54. Coca-Cola /IconicCampaign
  • 55. 125 years ago the Coca-Cola brand was born.A global cultural event. The 125 reasons to believe in a better world is the product of a two year global research that discovered that every day there are actually more good things happening than bad things. Coke commisioned Furia to develop an iconic book that is the testimony of all this research and base for its new global campaign. With this goal in mind Furia curated a long list of international artists, photographers, illustrators and asked them to illus- trate each of this 125 statistics reasons. The content of the book is coming out in diferent formats: hard cover, inserts, ipad application, print, posters, OOH, packaging, and docu- mentary videos that tells the making of the project.
  • 56. 77Todos somos Iguales.
  • 57. 11 En las prximas dcadas se prolongar la expectativa de vida.Esto significa que ms nios podrn conocer a sus abuelos y disfrutar ms tiempo con ellos.
  • 58. 66En el mundo, hay ms maestros que soldados en actividad. Soldados Activos: 14,264,852 Maestros Activos: 27,920,000
  • 59. 113A principios del siglo XX eran muy pocas las mujeres que accedan a estudios universitarios. Hoy conforman la mayora de los graduados.
  • 60. Limited edition packaging and graphics.
  • 61. Media event in DF Mexico City. ,
  • 62. 125 Reasons book Making off - 5 documentary about the process, interviews, production and curating of the book.
  • 63. Milo - 60 spot. Follow your bliss - 60 spot. Artist Milo Lockett reveals his ideas behind the making of the cover of the book. Garth Poorman tells the story about his journey through America in the search of hospitality. Jeremyville - 60 spot. Mengano - 60 spot. Interview with artist Jeremy Ville about his creative process and point Argentinean superhero shares his story of being a regular guy of view about the 125 Reasons campaign. protecting community in hero custom.
  • 64. Digital version of the book. For download visit: http://www.coca-cola.com.mx/
  • 65. ORTIZ DE OCAMPO 3302 EDIFICIO 3 PISO 2 OFICINA 11 Y 12 C1425DFE, BUENOS AIRES, ARGENTINA TEL +54 11 4806 8880 / 0993 4804 4777 / 5060 FURIAWORLD.COM FOLLOW US ON: TWITTER.COM/FURIAWORLD FACEBOOK.COM/FURIAWORLD