| 标题 | Love & Hate |
| 广告公司 | Goodby Silverstein & Partners |
| 广告战役 | Re-launch of Pony |
| 广告主 | Pony |
| 品牌 | Pony |
| 首次发布日期 | 2004 / 2 |
| 行业领域 | 鞋类 |
| 剧情简介 | 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. |
| 哲学 | 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. |
| 问题 | 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. |
| 媒体类别 | 平面 |
| 创意总监 | Rich Silverstein |
| 美术指导 | Farid Mokart |
| Concept | Farid Mokart |
| 文案 | Farid Mokart |
| 美术指导 | Claude Shade |
| 客户经理 | Rene Cournoyer |
| 客户经理 | Nancy Reyes |
| 广告公司制片 | Max Fallon |
| 客户主任 | John Lewis |
| 摄影师 | Sasha Waldman |
| Digital Retouch | One Color |