Latinstock DM FIRST PSD FILM by DDB Sao Paulo

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Industry Photo Development, Website
Media Direct marketing
Market Brazil
Agency DDB Sao Paulo
Executive Creative Director Marco Versolato, Jaques Lewkowicz
Creative Director Rodrigo Almeida, Cassio Zanatta
Art Director Daniel Ottoni, Rodrigo Buim
Copywriter Moacyr Netto, Estevao Queiroga
Account Supervisor Stephanie Pinto, Daniel Mariotto
Released March 2011

Credits & Description

Category: Direct Response Digital: Other Digital Platforms
Product/Service: IMAGE BANK
Date of First Appearance: Mar 25 2011
Entrant Company: DDB BRASIL, São Paulo, BRAZIL
Chief Creative Officer: Sergio Valente (DDB Brasil)
Executive Creative Director: Marco Versolato (DDB Brasil)
Creative Director: Moacyr Netto (DDB Brasil)
Creative Director: Rodrigo Almeida (DDB Brasil)
Creative Director: Cassio Zanatta (DDB Brasil)
Art Director: Rodrigo Buim (DDB Brasil)
Art Director: Daniel Ottoni (DDB Brasil)
Copywriter: Moacyr Netto (DDB Brasil)
Copywriter: Estevao Queiroga (DDB Brasil)
Production Director: Gustavo Alves "Denis" (DDB Brasil)
Account Supervisor: Daniel Mariotto (DDB Brasil)
Account Supervisor: Stephanie Pinto (DDB Brasil)
Media placement: . - . - .

Describe the brief/objective of the direct campaign.
When creative people think about Latinstock, all that comes to their minds are pictures, photos, images. Our challenge was to remind them that Latinstock has also an amazing footage collection. We targeted art directors who are used to buy images from Latinstock but rarely or never consider using a film or scene from our footage collection.

The strategy was to surprise them on their own main work tool (Photoshop), showing that where they are used to seeing photos, they also able to see movies.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created the first PSD Film AD, created to be watched only using Photoshop. It is actually a regular Photoshop file (.psd) in which each layer features a frame of the movie. By hitting “space” on Keyboard, the layers are activated and a film is shown. The file was sent on a thematic memory card and through e-mail marketing.

Explain why the creative execution was relevant to the product or service.
It was such a personal, fresh and relevant approach. Art directors felt that we knew exactly how to talk to them, using their language. So far we have never heard of something similar, and maybe that is why this was so talked about by our target. That is exactly how the brand wants to bee seen: close, solicitous, intimate.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
After the first month, search for films and scenes increased 31,9%, and footage sales increased 17,92%. The project was posted on many advertising blogs around the world, creating a Buzz that made clear Latinstock’s full solution approach.