Creativity

42 Below: Clip Art Stories

As Saatchi & Saatchi writer Brian Ahern points out, "42 Below has always been a brand that knows how to have a good time." Presumably much in the way that hard-drinking (on the job, yet) lesbian flight attendants with STDs know how to h

Published on May 16, 2006

Editor's Pick

As Saatchi & Saatchi writer Brian Ahern points out, "42 Below has always been a brand that knows how to have a good time." Presumably much in the way that hard-drinking (on the job, yet) lesbian flight attendants with STDs know how to have a good time, but we get ahead of ourselves. "So when it came to the challenge of gaining distribution in markets throughout the Pacific Rim as well as New York and London, we decided the best way to convey this 'good time' idea was to simply tell stories using a language based on clip art icons. The stories all revolve around the fun and mischief that arise when you mix a little 42 Below into your life." A lot, actually, even if each icon represents but one drink. At any rate, "We designed the ads so people could spend time with them and laugh

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About

Credits

Date
May 16, 2006
Copywriter:
Brian Ahern
Art Director:
Phillip Bonnery
Creative Director:
Leo Premutico
Creative Director:
Jan Jacobs
Chief Creative Officer:
Tony Granger
Client:
42 Below
Agency:
Saatchi & Saatchi New York

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