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CONCEPTS DE PUBLICITÉ ET CAMPAGNE DE MARQUE STRATEGIQUE PAR PATRIC POP à Genève

La publicité réussie est basée sur la recherche, la planification stratégique, séance d'information précis et un processus de réflexion global. Pour que les idées les plus fortes sont transformées en concepts que je peux présenter mes clients avec fierté.

Le concept final sera affiné jusqu'à ce que le titre et le contenu correspond à l'idée proposé dans le concept. Parallèlement à cela, je dirige des spécialistes ou créerais l'œuvre d'art lui-même, que ce soit la photographie, illustration, animation graphique ou vidéo. Le bon choix des médias, que ce soit la publicité d'affichage classique ou la publicité en ligne ou les médias sociaux dépend de l'accent mis sur les groupes cibles spécifiques de la marque. En étroite collaboration avec les planificateurs des médias en Suisse, des synergies peuvent être créées et votre marque rendue plus visible au même coût.
Après mes études en Communication Design et Publicité au prestigieux Art Center College of Design de Pasadena, en Californie, j'ai eu l'occasion de travailler dans des agences pour des nombreuses marques emblématiques. Ainsi. j’ai accumulé une liste impressionnante de clients de renom tout en gagnant des nombreux prix prestigieux. Ci-dessous une petite sélection parmi des nombreux projets que j’ai crée au fil des ans. Amusez-vous!

Portfolio-Advertising-Publicite-Creation-Patric-Pop-Geneve-Geneva-Vichy-Skinset.jpg

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.


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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


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Portfolio-Advertising-Publicite-Creation-Patric-Pop-Geneve-Geneva-Swissquote-brand-campaign-salvador-dali.jpg
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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.

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.


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Client: Bacardi-Martini

Agency: McCann-Erickson, Genève
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 lastet movie (without becoming official partner), a visual effect was used to hide the MARTINI logo withing 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 finalst


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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.


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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


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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


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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

 


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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!


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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


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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.


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Client: Informationszentrum Beton (German Association of Concrete Producers)

Agency: Springer&Jacoby, Genève
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 new campaign.

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.


Portfolio-Advertising-Publicite-Creation-Patric-Pop-Geneve-Geneva-brand-campaign-1664-BLANC-launch.jpg

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.


Portfolio-Advertising-Publicite-Creation-Patric-Pop-Geneve-Geneva-Martini-Brut.jpg

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


Portfolio-Advertising-Publicite-Creation-Patric-Pop-Geneve-Geneva-Press-Die-Zeit.jpg

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 most credible and elitist newsformat.
 


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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!

 


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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)


Portfolio-Advertising-Publicite-Creation-Patric-Pop-Geneve-Geneva-brand-campaign-Vichy.jpg

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 posters were a first for VICHY.


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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.