Pony - "Angry Baby"

Goodby Silverstein & Partners

Goodby Silverstein & Partners San Francisco, Vereinigte Staaten von Amerika

20818

Marke: Pony
Länder: Vereinigte Staaten von Amerika

Werbende: Pony

Titel	Angry Baby
Agentur	Goodby Silverstein & Partners
Kampagne	Re-launch of Pony
Werbende	Pony
Marke	Pony
Datum der ersten Ausstrahlung/Veröffentlichung	2004 / 2
Geschäftsbereich	Schuhe
Story	This baby-boy is so cute. He has more attitude than Eminem. This baby could be the generic ad for Pony. Pony always behaved like a young and fresh brand This baby sounded just perfect for this brand. Hes got an attitude. Hes a good symbol for Pony.
Philosophie	The Pony campaign is built around 5 icons with 5 different ideas. We didnt want to standardize the campaign with one single creative mechanism. We didnt want either the usual cheap and alluring tagline. There is no tag line on the campaign. We preferred to let the young people (our target) free to interpret the 5 visual the way they want. The most important for us was to show a confident brand with an attitude and a strong irreverent personality. Basically we wanted people to stop and look at the ads. The biggest risk when you arrive on such a crowded market is to be inefficient, to not been seen No one notices your ad, and after a few months, you realize that you spent all that money for nothing. We wanted to generate a reaction from the viewer and ideally creating a little debate around each picture.
Problem	Show a confident brand with an attitude. Take the 5 visuals, and try to substitute the Pony logo by the competitors logos like Nike, Adidas, Reebok or Puma; it doesnt work. Pony must be the only athletic brand that can behave in such an irreverent way. This brand has the potential to become the coolest athletic brand in the next years. The advertising campaign has to be the reflection of that. Second main constraint: The Pony campaign had to run in 120 countries around the world. So the campaign had to be also universal. As a creative team, its the biggest campaign weve ever done.
Medientyp	Presse & Publikationen
Creative Director	Rich Silverstein
Art Director	Farid Mokart
Konzept	Farid Mokart
Texter	Farid Mokart
Art Director	Claude Shade
Kundenbetreuer	Rene Cournoyer
Kundenbetreuer	Nancy Reyes
Agency Producer	Max Fallon
Leiter der Werbeabteilung	John Lewis
Fotograf	Sasha Waldman
Digitale Retuschierung	One Color