Pony - "Luv Bird"

Goodby Silverstein & Partners

Goodby Silverstein & Partners San Francisco, Etats-Unis

4991

Marque: Pony
Pays: Etats-Unis

Annonceur: Pony

Titre	Luv Bird
Agence	Goodby Silverstein & Partners
Campagne	Re-launch of Pony
Annonceur	Pony
Marque	Pony
Date de première diffusion/publication	2004 / 2
Secteur d'activité	Chaussures
Synopsis	The Luv Bird is a good visual to sum up the pony positioning: feet with attitude. Its a funny way to speak like our target (the young people). Its just a foot saying: Fuck you. It took us one year to understand the American mentality Now we got it. The humor comes also from the fact that we shot it in a very dramatic way, almost like a classical portrait, with a beautiful light. The art direction emphasizes the depth of the message. Be sure that some bad spirits will also see here a Fuck-off to the Pony competitors.
Philosophie	The Pony campaign is built around 5 icons with 5 different ideas. We didnt want to standardize the campaign with one single creative mechanism. We didnt want either the usual cheap and alluring tagline. There is no tag line on the campaign. We preferred to let the young people (our target) free to interpret the 5 visual the way they want. The most important for us was to show a confident brand with an attitude and a strong irreverent personality. Basically we wanted people to stop and look at the ads. The biggest risk when you arrive on such a crowded market is to be inefficient, to not been seen No one notices your ad, and after a few months, you realize that you spent all that money for nothing. We wanted to generate a reaction from the viewer and ideally creating a little debate around each picture.
Problème	It shows a confident brand with an attitude. Take the 5 visuals, and try to substitute the Pony logo by the competitors logos like Nike, Adidas, Reebok or Puma; it doesnt work. Pony must be the only athletic brand that can behave in such an irreverent way. This brand has the potential to become the coolest athletic brand in the next years. The advertising campaign has to be the reflection of that. Second main constraint: The Pony campaign had to run in 120 countries around the world. So the campaign had to be also universal. As a creative team, its the biggest campaign weve ever done.
Type de média	Presse & publications
Directeur de création	Rich Silverstein
Directeur artistique	Farid Mokart
Concepteur	Farid Mokart
Concepteur / rédacteur	Farid Mokart
Directeur artistique	Claude Shade
Responsable de budget agence	Rene Cournoyer
Responsable de budget agence	Nancy Reyes
Producteur, agence	Max Fallon
Directeur de la publicité	John Lewis
Photographe	Sasha Waldman
Retouche numérique	One Color