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Cracked Clock Ads

The Tigo Paraguay Campaign Depict Dangerously Late Characters

— April 13, 2013 — Tech
If it's not broke, don't fix it; a saying that is all too true with the Tigo Paraguay campaign. A continuation of the company's summer 2012 ad campaign, these set of prints also feature cracked watch illustrations. These cracks create a large chasm that separates the main characters from their end goal, be it a first date, meeting with the big boss or the school bus.

Conceived and executed by Biedermann McCann, an ad agency based in Asunción, Paraguay, the Tigo Paraguay campaign reads, “It would be cool to have an extra minute to talk. Text 222 and we’ll give it to you.” It was art directed by Alejandro Rebull and Arturo Avalos with creative direction by Leonardo Matylski. The images were illustrated by Buena Mano realizaciones and photographed by Estudio Wallace.
Trend Themes
1. Cracked Watch Illustrations - Disruptive innovation opportunity: Develop interactive ads with animated cracked watch illustrations that engage viewers and enhance brand messaging.
2. Creating Chasm for Engagement - Disruptive innovation opportunity: Explore creating advertising campaigns with visual elements that symbolize barriers or obstacles to captivate audiences and convey powerful messages.
3. Text-based Promotions - Disruptive innovation opportunity: Utilize text messaging as a promotional tool to engage customers in real-time and provide them with exclusive offers or extra minutes to interact with the brand.
Industry Implications
1. Advertising - Disruptive innovation opportunity: Integrate augmented reality technology into advertising campaigns to create immersive and interactive experiences for consumers.
2. Mobile Telecommunications - Disruptive innovation opportunity: Develop innovative strategies to leverage text messaging as a marketing channel, such as location-based promotions and personalized messaging.
3. Illustration and Photography - Disruptive innovation opportunity: Combine illustration and photography techniques to create visually striking and impactful ad campaigns that resonate with audiences.
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