THE WORDS BEFORE BAD WORDS by Ogilvy Sao Paulo for Red Balloon

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THE WORDS BEFORE BAD WORDS

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Industry Language schools
Media Design & Branding
Market Brazil
Agency Ogilvy Sao Paulo
Creative Director Fred Saldanha, Tiago Meloni
Art Director Guilherme Nóbrega
Copywriter Fred Saldanha, Claudio Lima
Account Supervisor Valeria Barone, Camila Porto, Samia Paz
Released March 2010

Credits & Description

Category: Posters
Advertiser: RED BALLOON
Product/Service: ENGLISH FOR KIDS
Agency: OGILVY BRASIL
Date of First Appearance: Mar 3 2010 12:00AM
Entrant Company: OGILVY BRASIL, São Paulo, BRAZIL
Vice President Executive Creative Director: Anselmo Ramos (Ogilvy Brasil)
Head of Art: Denis Kakazu (Ogilvy Brasil)
Creative Director: Fred Saldanha (Ogilvy Brasil)
Copywriter: Claudio Lima (Ogilvy Brasil)
Art Director: Guilherme Nobrega (Ogilvy Brasil)
Account Supervisor: Valeria Barone (Ogilvy Brasil)
Account Supervisor: Camila Porto (Ogilvy Brasil)
Account Supervisor: Sâmia Paz (Ogilvy Brasil)
Media placement: Posters - Street Walls And Indoor Sites Near School Locations - 03.03.2010

Describe the challenges and key objectives
We had to get out of the traditional way of communicating information about an English school, with people in the classroom and examples of how fast you’d be learning, etc. And also appeal to young parents.

Describe the brief from the client
Red Balloon is a nationwide school of English that only teaches kids from 3 to 13 years old. Their brief to us was to provide a campaign that showed that the best time for kids to learn English was while they were still kids, where they have their minds clearer and are more apt to learn.

Describe how you arrived at the final design
The approach we pursued was to reinforce the concept of the campaign, that here your kid learn words before bad words. So we created a very childish and colourful typeface, with a contrasting background colour and added digitally made drawings of the word’s meanings: an ass, a pussy and a cock. But the words are not the bad words.

Give some indication of how successful the outcome was in the market
The campaign created a lot of buzz to the brand, the words were polemical, but as soon as parents got the message Red Balloon started getting compliments and more enrolments.