always try to go with something else / siempre intenta ir con algo más

september/28/2007. we pitched these drafted ideas for Cecchini (purses, bags, luggage store) small mother´s day campaign.

a - SOVIET UNION GIFT GIVING EXPERIMENT AND CONCLUSION
here´s the radio spot draft i made. and below´s the print.



Russian Scientist Translation: The gift was subministered by the husband at the start the day´s exercise. Hair irons. Blenders. Vaccum cleaners. Immediately, the effect was apparent. Some husbands, seriously affected, were removed from the exercise. That´s why, the dose of "gift" was augmented to a "Cecchini purse". The effect was immediate. Each husband received a big kiss. The mothers were happy. The exercise proved, without a doubt, that joy is proportional to gift.

Proved. JOY IS PROPORTIONAL TO GIFT.
October 21. Mother´s day.







b - DESERVERANCE
childish reasoning.

You made dad a barbecue and he made you do the dishes.
You told mom she was mean.
Your dad doesn´t deserve a purse. Your mom does.





You presented your boyfriend to your dad and he said he was short.
You didn´t call mom one sunday.
Your dad doesn´t deserve a purse. Your mom does.





You asked dad for the car and he gave it to you with an empty tank .
You peed on mom´s face.
Your dad doesn´t deserve a purse. Your mom does.





c - CRAVING
this is the one that went. here´s radio and print.


Woman 1: Water? Flavored, finely gased and at room temperature, please.
Woman 2: Salad? Capresse with Port Salut cheese and acetto.
Woman 3: Stockings? Opaque, antislip, no tip and low waist.
Presenter: Purse? Cecchini´s. A craving for demanding mothers.

CRAVINGS FOR DEMANDING MOTHERS
October 21. Mother´s day.