Best ads of the world
A selection of the best ads of the world by theme
TOPYS将按主题选择了世界上最好的广告创意作品，与诸位分享
这一期的主题是：
让世界充满爱——顶尖文案公益广告新年特辑
圣诞到，新年到，礼物、祈祷、祝福、欢笑……但，别忘了，世界上依然有阳光不曾照到的角落。
战争，贫穷，饥饿，疾病，歧视，暴力，堕落，抑郁，日益恶化的环境……它们吞噬着比我们想象的更多的人。
这个世界会好吗？
会的，如果有更多的爱。
伸出援手，让一些曾不被命运眷顾的人们走出深渊。
自尊自爱自强自立，让自己进化成更好的人。
顶尖文案推出公益广告新年特辑，同时宣告顶尖文案公益基金正式启动。
TOPYS将捐献一个广告位的所有营运收入，同时开通读者捐赠渠道，与NGO组织协商共建，共尽绵薄之力。
具体公益活动方案稍后待续，请关注。
A 电视广告
NO.1
Embrace Life公益广告：宁静的张力: 请系上安全带！
Advertiser: The Sussex Safer Roads Partnership
Project: Embrace Life
Agency: Meteorite London
Head Of Digital: Marcus Hadfield
NO.2
IKEA 60 周年：每天都是值得庆祝的
NO.3
One Life：“Take Action”
文/VIVI
危险，看不见，不等于不存在；存在，不会只对别人存在。
针对这个广告，国外网友的留言出现最多的词是“confused”。不是认为上述概念表达不清晰，而是其针对性不强，标语若换成“请勿酒后驾车”之类的似乎也行得通。
影片的制作，光影、音乐、节奏等，则得到一致赞赏。
Shedding light on a forgotten predator…For a predator that has faded into the darkness, One Life intends not to leave it there.
Country: Canada
Agency: Bleublancrouge
Brand: One Life
Advertiser: Bristol-Myers Squibb
NO.4
Aides 法国防艾公益广告 : A Life 美好的一生
NO.5
彪马（Puma）：坚强之歌 向至爱的足球献礼
赛日适逢情人节，球员铿锵演唱野人花园（Savage Garden）的经典情歌，向至爱——足球献礼。
When Valentine& #39;s Day falls on game day.
Droga5 and Puma help you send Valentine wishes to the one you love because they know where your heart will really be on February 14, as part of the Love=Football campaign. The site features a chorus of British blokes earnestly singing Savage Garden& #39;s cheesy love classic, as well as a group of Italian crooners belting out their own tune of amore.
相关网址: http://www.pumahardchorus.com/
Credits:
Agency: Droga5, New York
Client: Puma
Creative Chairman: David Droga
Executive Creative Director: Ted Royer
Copywriter: Petter Hernmarck
Copywriter: Erik Hogfeldt
Agency Producer: Dana May
Director: Ben Gregor
Production Company: Knucklehead
Producer: Ben Mann
Production Manager: Hannah May
Director of Photography: John Lynch
Post House: The Mill
Edit House: The Whitehouse
Editor: Alaster Jordan
Sound House: Envy
Music: Savage Garden "Truly Madly Deep"
NO.6
P&G宝洁：Proud sponsor of Moms
2010年2月，威登肯尼迪（W+K）广告公司为宝洁（P&G）打造了这支全新品牌形象广告。内容上使用了超热门冬奥会，创意是将所有运动员替换成了小孩子，镜头很漂亮也很动人（创意中用孩子一般比较讨好），而最后的文案灰常重要……
“对于他们的母亲来说，他们永远是孩子”，看来全世界的母亲都一样。最终落款：“宝洁，母亲们的荣誉赞助商”。宝洁公司是美国奥会协会助商，但是却没有直接以此自居，而是另辟蹊径，用更加动人的角度去解读了一下，比大批其他的无聊烧钱冬奥会赞助商广告好多了。而同时，这也是宝洁公司“感谢母亲”宣传战略中的一环，更多信息可参见宝洁官方网站中的栏目http://www.thankyoumom.com/
第二则，从另一个角度去解读，对于运动员来说，母亲扮演了什么角色。整个广告朴实温馨，不失大气（音乐是亮点！）。当最后一句文案——“thank you，mom”出现的时候，真的让人蛮有感触的。
NO.7
Leandrofeuz.com MTV Switch 公益TVC
B 平面广告
NO.8
Unicef：不要忽略我
Advertising Agency: Ogilvy & Mather, Shanghai, China
Chief Creative Officer: Kevin Lee
Creative Directors: Kevin Lee, Ng Fan
Art Directors: Kevin Lee, Haibo Huang, Phoebe Liao, Stephen Zhong/Robin Wu
Copywriters: Adams Fan, Derek Huang, Raymond Yung, Andrew Lok
Artists: Haohui Zhou, Bin Liu
Designers: Spring Zhu, Chaowen Wu, Jinghua Pan
Print Producer: Ling Gu
NO.9
| Client: |
China Environment Protection Foundation
|
| Agency: |
JWT Shanghai
|
| Creatives: |
Yang Yong Liang (Photographer)
Yang Yong Liang (Illustrator)
Sean Tang (Designer)
Yang Yeo (Executive Creative Director)
Jacqueline Ye, Rafael Freire (Copywriter)
Lillie Zhong, Yang Yong Liang (Art Director)
|
| Country: |
China
|
| Other Credits: |
Print Production: Liza Law, Joseph Yu, Tao Shen
Client Service: Betty Tsai |
NO.10
国际人权协会 International Society for Human Rights: Mouse
Advertising Agency: Ogilvy, Frankfurt, Germany
NO.11
PETA Asia Pacific 善待动物组织亚太分部-"Alicia Silverstone
广告主： PETA Asia Pacific 善待动物组织亚太分部
演员：Alicia Silverstone 艾丽西娅?希尔维斯通
Sexy Hollywood star Alicia Silverstone bares all in PETA's first-ever naked veggie testimonial PSA. Watch Alicia's sexy video, directed by acclaimed director Dave Meyers, whose credits include videos for Britney Spears, OutKast, and Dave Mathews Band.
资料显示：“她热爱环保，是个素食主义者，她的婚礼上所有设施都是可以再生材料制成的”
英文版
NO.12
澳大利亚行人理事会:KILL A KID. KILL A FAMILY
NO.13
TreeHouse,autism：关爱孤独症儿童
| Client: |
TreeHouse
|
| Agency: |
CHI & Partners, London
|
| Creatives: |
Craig Ward (Typographer)
Tim McPherson (Photographer)
Alan Cinnamond / Sandy Cinnamond (Art Director)
Alan Cinnamond / Sandy Cinnamond (Copywriter)
|
| Country: |
United Kingdom
|
NO.14
国家动物保护协会（Ente Nazionale Protezione Animali—ENPA）: Make up
Social campaign against animal testing for cosmetic products. The aim of the campaign is raising funds to build a rehab center for the animals that survived the tests.
“请帮助我们治愈化妆品试验的受害者。只要发送短信到48585，捐出1欧元，就能帮助我们建立一个动物康复中心。”
“Help us to cure the victims of cosmetic tests. Send a sms to 48585 to give 1 euro and to contribute creating a rehab center.”
Advertising Agency: Lowe Pirella Fronzoni, Milan, Italy
Creative Director: Umberto Casagrande, Mauro Manieri
Art Director: Lorena Cascino
Copywriter: GB Oneto
Photographer: Mauro Turatti
Post-producer: Mattia Giani
Published: Settembre, 2009
NO.15
“反抗儿童虐待，你不做，谁做？！
“反抗儿童虐待，你不做，谁做？！ 请通过www.unicef.org/southafrica援助。”
“If you don’t fight child abuse, who will? Please make a contribution at www.unicef.org/southafrica”
Advertising Agency: Y&R, Johannesburg, South Africa
Chief Creative Officer: Michael Blore
Executive Creative Director: Liam Wielopolski
Art Directors: Alison Stansfield, Mbuso Ndlovu
Copywriters: Ian Franks, Sebastian Schneider
NO.16
Bangalore 印度班加罗尔交管局：请勿在驾驶时打电话
“Don’t talk while he drives.”
Advertising Agency: Mudra Group, India
Executive Creative Director: Joono Simon
Art Director: Vinci Raj
Copywriter: Akhilesh Bagri
Photographer: Mallikarjun
Retouching : Sathish
Published: 2009
NO.17
瞌睡不开车 Sleepiness is stronger than you.
文/VIVI
好的广告应该如此——把要说的说完，让点评者无话可说。
所以我只能说，也许我们该学习的，是如何将车祸、瞌睡等等元素，集中在这样一个小小的范围内呈现，让肇事者与观众，双双无处可逃。
最后，为了弥补冷场的尴尬，让我们来唱一句应景的歌吧，“忽然天亮，忽然天黑，诸如此类……”
Sleepiness is stronger than you.
ThaiHealth
Don't Drive Sleepy Project
Advertising Agnency: BBDO Bangkok, Thailand
Chief Creative Officer: Suthisak Sucharittanonta
Executive Creative Director: Subun Khow, Vasan Wangpaitoon
Creative Director: Taewit Jariyanukulpun
Copywriter: Pattrapong Lapjarupong
Art Director: Nirun Sommalardpun
Photographers: Aunchai Secharunputong, Nok Pipattungkul
Illustrators: Ploy Lumthong, Tharect Kangkrich
NO.18
法国Licra公益组织广告：“不要让肤色决定命运”
Your skin color. Shouldn't dictate your future.
Advertising Agency: Publicis Conseil, Paris, France
Copywriter: Fabrice Dubois
Art director: Pascale Gayraud
Photographer: Yann Robert
Chief Creative Officer: Olivier Altmann
Account Supervisors: Gaelle Morvan, Elysian Fields
Art buyer: Jean-Luc Chirio
LICRA general secretary: Richard Serero
NO.19
Al Mar'a：抗家庭暴力专用护具
一味的隐忍、避让、沉默，是躲不过施暴者的拳头的，只会让他更加放肆。
说出来，告诉别人。不要鼓励家庭暴力。
Talk. To someone else. Don't encourage domestic violence.
Agency: FP7, Oman
Creative Director: Noufal Ali
Copywriters: Sree Rekha, Noufal Ali
Art director: Noufal Ali
Graphic Designer: Sanoop Ramachandran
NO.20
LICRA公益组织广告：肤色逻辑
文/VIVI
法国公益组织LICRA提醒人们关注种族歧视问题。
肤色越深，失业率越高。肤色越深，越难找到房子……与这系列海报的逻辑同样简单粗暴的，是现实。
LICRA呼吁：Let’s do something about discrimination.（行动起来，拒绝种族歧视。）
The Colour Panels campaign was developed at Publicis Conseil Paris by creative director Olivier Altmann, copywriter Thierry Lebec and art director Benedicte Potel.
