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High Five: Portugal


CEO and creative director at FCB Lisbon, Edson Athayde's Portuguese projects all focus on the skill of craft and great production for today's High Five

High Five: Portugal

Craft, craft, craft. Good ideas only survive when they're well produced. The craft is the last kick of the ball before the goal. My choices for this session have a lot to do with that statement - they are ideas that have gained a lot in their execution. They also show that Portugal can be a good alternative for those who want to produce good advertising in Europe...

Vodafone - 'Starting Over'

Agency: Wunderman Thompson Lisbon
Production: Krypton Films

"Hi you've reached Christina. At this moment, I can't take your call. This is no longer my number, and this is no longer my life. I made the decision I should have made a long time ago. I left home. I know it won't be easy. I leave many good things behind. My job, my friends, the house where I've always lived. But mostly I leave bad things. The humiliations, the lies, the despair. I'm leaving because I know that where I was, no matter how many excuses, things would always remain the same. I've decided that it’s time to reclaim what I should’ve never allowed to be taken away from me. My freedom, my happiness. Today, I begin a new life." "I’m at the door. Let’s go honey." "As long as this is anyone’s reality, it is everyone’s problem."

Not all Christmas movies have to have Santa, elves and happy families. By the way, it's sad families that this spot speaks to. Vodafone Portugal showed immense maturity in approving and airing a campaign on domestic violence on open television during the Christmas season.

Lidl - 'Shop Smarter'

Agency: OEscritório

“Ok I can see two wires, what now?” “If it were me, I’d cut the blue one.” “Cut the blue one.” “When you shop smart, you look smarter. Because you enjoy a selection of exclusive brands with higher quality than the prices you pay. Lidl - more for you.”

Sometimes a nice and simple idea can win big with ambitious production. A good example is what happens in this spot for Lidl Portugal supermarkets. This humorous commercial stands out on the break with perfect action movie timing.

Queer Lisboa Festival - 'Coffin'

Agency: Coming Soon
Production: Show Off Films
Director: Alexandre Montenegro

What would advertising be without metaphors? This spot for a Portuguese LGBTQI+ film festival shows that it is possible to make an exciting film with a single good analogy.

BetClic - 'Dream Big'

Production: BRO Cinema

It's a good thing nowadays that an ad can be anything but an ad. In this case, the client bet on a beautiful documentary - and betting is something they understand a lot.

Red Cross - 'Thanks Volunteers'

Agency: Lola Normajean

Just when I thought I couldn't see anything related to Covid-19 anymore, here comes this series of ads with an amazing illustration craft.

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FCB Lisbon, Tue, 01 Feb 2022 11:15:54 GMT