the meaning underground
TRANSCRIPT
-
8/8/2019 The Meaning Underground
1/19
140
180
192
198
42
64
26
28
29
199
126
152
154
170
97
120
178
65
162
174
176
204188 184 190 32 116 92102 74
99
200
70
73
80
106
110
JWTSin
gapore
SingaporeRepublic
ofSingapore
ww
w.jw
t.com
KolleR
ebbeH
amburgG
ermanyw
ww
.kolle-rebbe.de
LoweA
thens
Athens
Greece
ww
w.low
eathens.com
Matiteg
iovanotte.Ravenna
RavennaItaly
ww
w.m
atitegiovanotte.biz
Kessels
Kramer
Amsterdam
The
Netherlands
ww
w.kesselskram
er.com
LiberateLeA
ragoste
BolognaItaly
ww
w.liberatelearagoste.it
LewLa
ra\\TBW
A
SoPauloBrazil
ww
w.lew
laratbwa.com
.br
LoveleftMilan
Italy
ww
w.loveleft.com
LukasL
indemannR
osinski
Ham
burgGerm
anyww
w.llr-ham
burg.de
JungvonMatt/D
onauAustria
Vienna
Austria
ww
w.jvm
.at
M&CSa
atchi
London
United
Kingdom
ww
w.m
csaatchi.com
Publicis
Canada
TorontoCanada
ww
w.publicis.ca
Miam
iA
DSchool
Madrid
Spain
ww
w.m
iamiadschool.com
Saa
Cop
Den
ww
w
-
8/8/2019 The Meaning Underground
2/19
1514
LOVE LINE(s)
Tlk bout love guiding witing. Copwiting witten with pion: fo the poduct, the mket, the conume, the communit.
LOVE sTaTIONsPionte text, buning with emotion, inpied b the het, guided b deie.If love mke the wold go ound, then wod e it men of tnpot.When we chooe to pomote poduct o evice b colouing the wod in ed, we ctull:
trickthereasonandatterthefeeling,
dd excitement to ction,
ti deie,
exhot with whipe,
tlk to wife in the love lnguge,
e in tune with the public emotion,
(hence) ou feeling e etuned.
NO ENTryyet, the bet love line:
void exce ug,pefe pgmtim to btction,
rejectatteryinitself,
dont mke long ttement,
tick to egite in the bodcop,
dont feign tue love,
dont chet on thei beloved,
educe nd dont leve.
* The Itlin tnltion i vilble on the encloed mp.
-
8/8/2019 The Meaning Underground
3/19
2322
Saatchi & Saatchi Milano Giuseppe Mazza Guido Cornara Agostino Toscana Alessandro Stenco
Rossana Curci Giangiacomo Feltrinelli Editore
(Page 22) William Shakespeare,ROMEO AND JULIETThey have been trying to marry for 400 YEARS. A sign that they really LOVE EACH OTHER.FELTRINELLI CLASSICS. All the value of the classics.
(Page 23) William Shakespeare,HAMLETHe has been repeating the same thing for 400 YEARS. A sign that HE REALLY BELIEVES IT.FELTRINELLI CLASSICS. All the value of the classics.
Promotion of classicswhich relies on the dual valueof history and habit,in an ironic way.
VIRGINIAWOLF
-
8/8/2019 The Meaning Underground
4/19
149148
JungvonMatt
DanielPieracci
ThimoteusWagner
Christian
Fritsche
Jonas
Kel
lerT
himoteusWagner
Ksenia
Slavcheva
Han
dwriting
Merce
des-
Benz
-
8/8/2019 The Meaning Underground
5/19201200
KesselsKramer Keith Gray Neil Aitken Erik Kessels Tyler Whisnand
Hans Brinker Budget Hotel Amsterdam
SAINT-JUSTE
-
8/8/2019 The Meaning Underground
6/192322
Saatchi & Saatchi Milano Giuseppe Mazza Guido Cornara Agostino Toscana Alessandro Stenco
Rossana Curci Giangiacomo Feltrinelli Editore
(Page 22) William Shakespeare,ROMEO AND JULIETThey have been trying to marry for 400 YEARS. A sign that they really LOVE EACH OTHER.FELTRINELLI CLASSICS. All the value of the classics.
(Page 23) William Shakespeare,HAMLETHe has been repeating the same thing for 400 YEARS. A sign that HE REALLY BELIEVES IT.FELTRINELLI CLASSICS. All the value of the classics.
Promotion of classicswhich relies on the dual valueof history and habit,in an ironic way.
VIRGINIAWOLF
-
8/8/2019 The Meaning Underground
7/199998
KesselsKramer Patrick van der Gronde
Dave Bell Krista Rozema
Rod Morata 55 DSL
Y&R Singapore Edward Ong Rowan Canen
Edward Ong Rowan Canen Tan Sen Guan
C K Tey Lca Ng Jeff Oo Pengun Books Malaysa
ALPhONSE ALLAiS
-
8/8/2019 The Meaning Underground
8/19
9392
Stchi & Stchi Demrk
Sim Wer
Sim Wer
Tobias Ambs-Thomsen David Ebbesen
Rebekka Ehlers
Reef beef
RolanD TopoR
-
8/8/2019 The Meaning Underground
9/19
8180
-
8/8/2019 The Meaning Underground
10/19
7574
Low Ans Nada Sanonao Anna Maa Sploopolo Yanna Polydo Panagos Zvos
MArtiNLutherKiNG
-
8/8/2019 The Meaning Underground
11/19
125124
Saatchi & Saatchi Roma Laura Sori Alessanra Torri Ministero elle Comunicazioni
(Page 124) Your son has WIRELESS intercourse with his girlfrien.
(Page 125, Left) Your chilren make use of USB.
(Page 125,Right, First) When your aughter turns on her BLUETOOTH everyone can see her.
(Page 125,Right, Secon) Your aughter is oing SPAMMING. An not in the gym.
(Page 125 , Right,Thir) Lately strange URLs have come out of your sons room.(In Italian the acronym URL souns like urla = screams)
STENdHAL
A campaign promote by the government on increasing families awareness of new technology.
More awareness an less risks for ones chilren.
-
8/8/2019 The Meaning Underground
12/19
131130
JUANRAMON JIMENEZ
BBDO Guerrero David Guerrero Kevin Pereira
David Guerrero Dave Ferrer Joel Limchoc Smart
-
8/8/2019 The Meaning Underground
13/19
167166
TheJupiterDraw
ingRoomJ
ohannesburg
LisaBaylissJamesWaymouthJamesCloete
JonathanDeeb
JelenaJovanovicRenataVice
AmICollective
Abs
aBankLimited
EPITETO
-
8/8/2019 The Meaning Underground
14/19
201200
KesselsKramer Keith Gray Neil Aitken Erik Kessels Tyler Whisnand
Hans Brinker Budget Hotel Amsterdam
SAINT-JUSTE
-
8/8/2019 The Meaning Underground
15/19
189188
Jug vo Matt/Doau Austria
Michal Hausslr
Adras Putz
Volkmar Wiss
Iris Domik
Parass Art Magazi
JeAnYAnne
-
8/8/2019 The Meaning Underground
16/19
193192
Matitegiovanotte.Ravenna
Antonella Bandoli
AntonellaBandoliMichelaPardini
FrancescaBarbieriGiorgiaPizzola
AlessandroGottardo(Shout)
Seac
-
8/8/2019 The Meaning Underground
17/19
5554
In the current campaign of the Frankfurter Allgemeine Zeitung Scholz & Friends Berlin shows the IAEA Director General and Nobel Peace Prize Laureate as transparentas never before. According to Mohamed ElBaradei in an interview at the photo shoot in Viennas UNO City,t he image is intended to bring the work we are doing
andthedangerwearefacingtothepublicsattention.ForIAEADirectorGeneralMohamedElBaradei,the campaignimagesymbolisesthefullmentofhismaindreamcomplete transparency and a world free of nuclear weapons.The motif of transparency is our elusive hope, said the Nobel Prize winner.
Scholz & Friends
Mohamed ElBaradei FlorianSchwalmeFaridBaslamYanni
Samy MolchoDaniel Bdeker
Mohamed ElBaradei MatthiasSpaetgensMathiasRebmann
Samy Molcho MatthiasSpaetgensJanLeubeSebast
Mohamed ElBaradeiClaudia Trippel
Samy MolchoDavid Fischer
Mohamed ElBaradeiNick Veasey
Samy MolchoDavid Fischer
Mohamed ElBaradei Tors ten Roman
Frankfurter Allgemeine Zeitung
Master of reduction:pantomime Samy Molcho poses with the F.A.Z.without using an actual newspaper.Scholz & Friends Berlin has d eveloped a new imaseries Dahinter steckt immer ein kluger Kopf (Theres always a clever mind behind it).The Samy Molcho image adds a twist to the series. Up to now,
havealwaysbeenshownreading,hiddenbehindtheopennewspapertheimagewiththeexpertforbodylanguagedrawsitsstrengthfromthecomplete ofthesituationandhisabilitytobringinvisiblethingstolifethroughfacialexpressionsandgesturesalone.Theadistherstandonlyinthelongserieso
in which the F.A.Z.itself is not shown.
Theres always a clever mind behind it.
SENECA
-
8/8/2019 The Meaning Underground
18/19
109108
Jung von Matt
Dennis May
Oliver Voss Gtz Ulmer Fabian Frese
Nils Eberhardt Julia Ziegler
MINI
-
8/8/2019 The Meaning Underground
19/19
149148
JungvonMatt
DanielPieracci
Th
imoteusWagner
Christian
Fritsche
Jonas
Kel
lerT
himoteusWagner
Ksenia
Slavcheva
Han
dwriting
Merce
des-
Benz