What happens when you throw a restless night, a raw idea and a good brief for a spin in the centrifuge? What secret connects the goldfish, paws and Mona Lisa? And what does a surreal ad look like? The answer to all three questions is hidden, or rather, visible, in the new campaign of the m:tel telco company.
The legend says that the meeting between the Agency and the Client passed without a single dramatic break or schizophrenic tensions. Brief was like any honest brief – it knew what its goal was in this life, and what it had at its disposal to achieve its full potential. For the fifth floor of the Aquarius agency, generally known as the place where all the food of the world is delivered, it was quite clear that they needed to brainstorm a campaign that a) called to action; b) clearly communicated the attractiveness of subscription; c) is incompatible with generic telecommunication advertisements; but still there was that “something”.
The visual appeal of contrast and the artistic note of surrealism were not born in this advertising world on their own. They were born with the clear intention of turning attention to the basic message of the advertiser. The whole advertising concept, in its final meaning, finds its full sense of existence in the cuts of the final spot, like a cherry on a cake, they reveal all of the subscription options and essentially say that, like the whole ad, the offer is almost surreal.
This completely meaningful merge of the unmergeable was done by Aquarius agency, and thanks to a very good brief.
