Scary Vegetables

I just got hold of some new printing pulls from the creatives. It's definitely a fresh take on the sleepy child nutrition category. We have been working with Wyeth for a while now and we have enjoyed a tremendous development from where we started. It's a great satisfaction for me to show work that just doesn't want to be mommy cute and baby pink but actually has an idea with a sense of humor. If you remember being a kid you can relate to this. Having kids myself I know that convincing them of that neon green Broccoli on that plate is a friendly and really delicious friend is not going to fly, unless I have some really polished convincement skills that day or a liter of Heinz ketchup around. It's a great insight and the team have done a great job with the art direction. We shot this with photographer Tommy Morris who has been a great supporter of TONIC and we hope to see more of his work together with ours.

EPICA WINNER! TONIC is the first agency from UAE awarded in the Epica since 20 years!

TONIC has just won 2 Gold EPICAS and one Bronze finalist. Our first gold was our highly debated TVC Nandos Ramadan ad. Our second gold was our print campaign for Wonderbra. And the Bronze finalist was for our TVC Sony Kick it. We are very happy not only for this achievement but also for being the first advertising agency in the Middle East to win an EPICA. And on top two!




20.000 webfilm-hits can't be wrong. The Nandos TVC has been embraced by everyone and sure raised some eyebrows. We have not only proven that solid creative work can come out of this region but also that you can reach out to the Muslim community through a humorous approach. After years of generic Ramadan ads we finally took away the excuse of only being allowed to do boring generic work.




Our Wonderbra ad also took a fresh and humorous look at censorship in this region. The fact that the censorship played an important role in highlighting the product benefits couldn't have been a better help. We hoped that touching on topics like this will start stirring things and awake a debate. Fact is that over the past few months graphical censorship has eased quite remarkably, and we would like to think that we contributed to this matter. Who knows.



Finally or SONY kick it TVC. We didn't win a gold, sure, but we would like to mention who we got beaten by. Fallon London's SONY paint campaign directed by Jonathan Glazer with a multi million dollar budget. Fact is they spent more money on the "making of" of the commercial than we did in our TVC. Anyways, we have proven that we can be in the same league as the big boys now and are looking forward to next years competition.