Advertising concepts and brand campaign STRATEGY
Successful advertising happens after research, strategic reflections, precise briefing and an extensive brainstorming process. Because only the strongest ideas make it into concepts that I am proud to present to my clients.
The final concept chosen gets refined until the headline and content are on spot with the idea. Parallel to that I direct specialists or create the artwork, be it photography, illustration, motion graphics or video. The right choice of media, be it classic billboard posters or social media online depend on focusing on the brand’s specific target groups. Working closely with the leading media planners in Switzerland, synergies can be created and more visibility for your brand at the same cost created.
I bring in two decades of experience in delivering solutions on all communication challenges.
As a Bachelor of Fine Arts in Communication Design at the renowned Art Center College of Design in Pasadena, California, I have had the opportunity to work on an impressive client list of iconic brands and winning multiple, prestigious awards.
Below you find a selection of the vast body of work produced over the years. Enjoy!
Client: VICHY SKINSET
Agency: HAVAS (formerly EURO RSCG) Geneva
Media: TV, print, poster, promotions
Patric Pop's role: Concept, Art Direction, Supervising the production process of filming, motion graphics, sound recording.
Concept:
VICHY launched a new product for a new target group, teenage girls. The TV commercials were shown on MTV and VIVA music channels. and teams distributing promotional items were strategically placed close by schools. Overall, a highly successful campaign on a tight budget.
Discover the case study.
Client: International Commitee of the Red Cross
Agency: McCANN-ERICKSON, Geneva
Media: Outdoor, Print advertising
Patric Pop's role: Art Direction, French copywriting, Supervising the production, Photography to document for the Press Releases.
Awards:
ART DIRECTORS CLUB SWITZERLAND: Silver, Bronze
ART DIRECTORS CLUB EUROPE: finalist
ANDY AWARD 2000
CANNES: shortlist
CRESTA AWARDS: Gold
NEW YORK FESTIVALS: finalist
DAS PLAKAT: special mention
Client: Swissquote Online Trading
Agency: Pulp-Alibi, Geneva
Media: Outdoor, Print advertising, TV-sponsoring, adscreens, Internet
Patric Pop's role: Concept, Art Direction
Concept: The leading online trading platform in Switzerland, Swissquote asked for an outstanding idea for its 2005 advertising campaign looking to add 50% new clients.
Thinking outside of the box helped generate so much interest in the product that the campaign exceeded all expectations.
Discover the case study.
Nothing makes me prouder than seeing my work published: Billboard poster Zurich Hauptbahnhof, the layout of the Swissquote stand for fairs, adscreens in a tram in Geneva.
Client: Bacardi-Martini
Agency: McCann-Erickson, Geneva
Media: Outdoor, Print advertising
Patric Pop's role: Art Direction
Concept: Everybody knows the famous “Shaken, not stirred” from the James Bond movies. To accompany the launch of the latest movie (without becoming official partner), a visual effect was used to hide the MARTINI logo within the black and white stripes. Once the ad is shaken up and down, the logo is revealed. Additionally, moviegoers could use the mini-trampoline to shake up and down and discover the logo. Feel free to bob your head in front of your computer or shake your screen…
Awards
ART DIRECTORS CLUB SWITZERLAND: Silver & Bronze
NEW YORK FESTIVALS: Gold World Medal, 2x finalist
Client: Deutsche Bank Private Banking
Agency: formerly Simko, now Saatchi Saatchi Simko, Genève
Media: Print
Patric Pop's role: Concept, Art Direction
Concept: Deutsche Bank Private Banking did win numerous awards as the best foreign private bank in Switzerland. A foreign bank in Switzerland, the homeland of banking? The concept was born: one nation inventing and another nation improving it later and becoming world famous for it. Please note that the mechanical watch was invented by the Germans and only later the Swiss took over. Even with strict corporate branding guidelines (Logo placement, colours, typography) it is possible to create inspiring and memorable image campaigns.
Client: Condomeria
Agency: McCann-Erickson, Genève
Media: Outdoor, Print advertising
Patric Pop's role: Art Direction
Concept: This billboard was produced for the total solar eclipse, the moon glides in front of a condom. The message reads “Be prepared for the solar eclipse on 11 august. Enjoy.”
Awards
ART DIRECTORS CLUB SWITZERLAND: bronze
NEW YORK FESTIVALS: bronze
Client: Springer&Jacoby
Agency: SPRINGER & JACOBY, Hamburg
Media: Three-dimensional object
Patric Pop's role: Concept, Art Direction
Concept:
At the time, Springer&Jacoby was Germany's most creative advertising agency. Always looking for the best talent, the massage printed on real business card stock reads “Speedy Talents Wanted”.
A total of 1000 of these mousetraps were produced, included a real branded logo.
Awards
ART DIRECTORS CLUB GERMANY: mention
EPICA AWARDS: finalist
NEW YORK FESTIVALS: finalist
Client: Arbeitsgemeinschaft Dermatologische Prävention
(German Dermatologists' Skin Cancer Prevention)
Agency: SPRINGER & JACOBY, Hamburg
Media: Poster, Print, TV-commercial, Promotional teams
Patric Pop's role: Art Direction
Concept: Creating the yearly informational campaign addressed to the german population about the dangers of overexposition to the sun.
Messages, handwritten with sunscreen on the hurt skin and the solution are juxtaposed.
Girl: “Nobody likes me.” Umbrella “If only your skin could speak out.”
Back: “I suffer and you, you'll have a good laugh.”
Head: “On Fire!”
Award: THE GLOBALS: finalist
Client: Swiss Dairy Food - Toni
Agency: Saatchi Saatchi Simko (formerly Simko), Geneva
Media: Poster, Print, Promotional teams, Contest
Patric Pop's role: Concept, Art Direction
Concept: Toni yogurt has been very popular for many years in the German part of Switzerland. After nearly three decades, the brand had to be introduced to the French part, too.
Toni yogurt is the only brand sold in real glasses, hence the concept focused on recycling. Aimed mainly at families, and putting the products in the center of attention, we showed how recycling can be fun.
We also launched a highly successful competition where clients could submit their own creations.
With a strong visibility, the launch of this “new” old brand was so successful that the client decided to pull all advertising!
Client: SBB CFF FFS - Swiss Railways
Agency: McCann-Erickson, Genève
Media: Poster, Print, TV-commercials
Patric Pop's role: Concept, Art Direction, Graphic Design
Concept:
For the national campaign in three languages I contributed many ideas (two of them shown here). While the ideas were shot by my Creative Director, I was in charge of preparing the entire campaign including the Above-the-Line and also the Below-the-Line, which consisted of another 216 different posters and print ads.
Example 1: “Arrive earlier for your flight.” using the gangway as direct connection from the train to the plane.
“Every 30 minutes a train for Zurich.” plays on the humoristic element of our Swiss (national) cows, who are not used to this kind of frequent travels.
Awards:
ART DIRECTORS CLUB SWITZERLAND: 2x bronze
EPICA AWARDS: finalist
Client: Gestocigars
Agency: Patric Pop Creative
Media: Print
Patric Pop's role: Concept, Art Direction, Photography
Concept:
Gestocigars is famous for offering a permanent discount on standard market prices; this is possible due to a low overhead. To counter any rumours about fake cigars these ads talk about the genuity of the products. With the new strict French law about prohibiting any imagery of tobacco products, I bypassed it by creating one of the world's most expensive cigars, rolled from twenty 50 Euros bills and photographed for the campaign.
This campaign is a huge success among the cigar aficionados in Europe.
Client: Beton Marketing Deutschland, beton.org (German Association of Concrete Producers)
Agency: Springer&Jacoby, Hamburg, Germany
Media: Print
Patric Pop's role: Concept, Art Direction
Concept: With this long-standing client considering leaving the agency, I was given complete freedom and together with freelance copywriter Michael Bondzio, came up with a newcampaign. Overcoming my own resentment to concrete, my concept is based on emotions. The sturdiness of a house built with concrete is depicted by its simple outline, the homeliness symbolized by the warm tones within as opposed to the outer world. The campaign was shot by world-famous photographer Peter Gehrke, unfortunately for me by a more senior art director. My concept was used for several years in subsequent ads until 2005.
Client: Scottish&Newcastle, 1664
Agency: Euro RSCG, Genève
Media: Print
Patric Pop's role: Concept, Art Direction
Concept:
What better way to announce the launch of the new 1664 Blanc beer than to christen it with some champagne? The ad on the right was created for a summer movie festival, playing on the name between the typical 16:9 format of movies and the name of the brand. Outstanding clients allowed this and more nice ideas. Please check out also the 1664 Casestudy for more details.
Client: Bacardi-Martini - Martini Brut
Agency: McCann-Erickson, Genève
Media: Print
Patric Pop's role: Concept, Art Direction
Concept:
I substantially contributed to this ongoing campaign. We chose to produce all ads exclusively in black/white to give this cheap sparkling wine a classier note and to optimize the strictly limited budget. Ads were placed in national newspapers at special occasions like Halloween, the Y2K Millennium bug or the New York Marathon, which got recycled for the popular ski marathon in Switzerland.
Awards:
ART DIRECTORS CLUB SWITZERLAND: 2x bronze
EPICA AWARDS: finalis
Client: Die Zeit
Agency: Springer&Jacoby, Hamburg
Media: Print, Poster, Promotions
Patric Pop's role: Art Direction, Production, Illustration
Concept: Launching the redesigned weekly newspaper. Die Zeit is Germany’s most credible and elitist newsformat.
Client: Honda
Agency: Saatchi Saatchi Simko (formerly Simko), Genève
Media: Print
Patric Pop's role: Concept, Art Direction
Concept:
Sometimes a client agrees not to show the product. Thank you for this opportunity!
Client: Red Light District Piercing
Agency: Label Communication, Genève
Media: Print, Poster
Patric Pop's role: Concept, Art Direction
Concept:
All over town I noticed stickers from this Piercing studio. However these were never placed where it would make sense. My concept was to place the stickers in context within the environment.
Published in:
Horizont (Germany)
Persoenlich (Switzerland)
Luerzers Archive (shortlist)
Client: Vichy
Agency: Euro RSCG, now Havas, Genève
Media: Print, Poster
Patric Pop's role: Concept, Art Direction, Copywriting, Photography, Production
Concept:
Demonstrating on paper what the use of the right cream could do for your anti-aging process. These OOH billboards were a first for VICHY.
Client: Feldschlösschen - Cardinal Beer
Agency: Saatchi Saatchi Simko (formerly Simko), Genève
Media: Print, Poster, Promotions
Patric Pop's role: Concept, Art Direction
Concept:
Winning this major account away from one of Switzerland's most prestigious agencies in Zurich, marked the increasing interest in Geneva-based, French-speaking advertising agencies.
The new business win came together a fridge and its never-ending supply of products.