AMP POSTER by J. Walter Thompson Sao Paulo for 91 Radio Rock

AMP POSTER

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market Brazil
Agency J. Walter Thompson Sao Paulo
Creative Director Fabio Miraglia, Mario D`andrea, Roberto Fernandez David
Art Director Rinaldo Ferrarezzi, Fabio Santoro, Diego Lauton, Rafael Borges
Copywriter Guilherme Nesti, Ana Cavalcanti
Producer Flavio Colella, Fabio Sato
Photographer Regis Fernandez
Account Supervisor Paula Ferrari, Gabriela May, Paula Mosimann, Silvia Rohrig, Pollyane Clara, Renata Sayão, Márcia Lacaze
Released March 2011

Credits & Description

Category: Posters
Advertiser: 91 FM
Product/Service: RADIO STATION
Agency: JWT BRAZIL
Date of First Appearance: Mar 29 2011
Entrant Company: JWT BRAZIL, São Paulo, BRAZIL
President/Chief Creative Officer: Mario D'Andrea (JWT)
Creative Director: Fabio Miraglia (JWT)
Creative Director: Roberto Fernandez (JWT)
Copywriter: Guilherme Nesti (JWT)
Art Director: Fábio Santoro (JWT)
Art Director: Diego Lauton (JWT)
Planners: Ken Fujioka/Newton Nagumo (JWT)
Account Supervisor: Gabriela May/Silvia Rohrig/Paula Mosimann/Pollyane Clara (JWT)
Media Team: Ezra Geld/Anita Bardeli/Vivian Bueno/Rilza Silva (JWT)
Photographer: Régis Fernandez (JWT)
Account Supervisor: Renata Sayão/Paula Ferrari (JWT)
Producer: Fabio Sato/Flavio Colella (JWT)
Client Supervisor: Carlos Gomes (91 FM)
Electronic Producer: João Marques
Media placement: Poster - Shops, Bars, Bookstores, Restaurants - 29/03/2011
Describe the brief from the client
91 fm is a radio station that plays rock ‘n’ roll 24 hours a day.
We needed to make an impactful advertisement that maintains the product’s rocker DNA.
Describe the challenges and key objectives
How about an advertisement that can rock with people?
We created the amplifier poster. People can simply plug their guitars and play wherever they are hanging.
Describe how you arrived at the final design
Rockers just don’t mix with most other people. So, to seduce them, we needed to prove that we are rockers too. And there’s no better way to do that than to create something new and relevant to the rocker public.
Give some indication of how successful the outcome was in the market
Only a month after the first poster was out, there were over 500,000 results on Google and millions of Tweets about the project.