“Masked to unmask copycats.”
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THE ORIGINAL? PerdiIgao Lasagna Light – 2003 Source : Cannes Lions Archive. Claim : « change your shape, not your food » Agency : Bates (Brazil) |
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LESS ORIGINAL Pepsi Light – 2004 Source : New York Festivals Finalist Certificate, Agency : BBDO Campaign GmbH (Germany) |
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LESS ORIGINAL Pepsi Light – 2004 Source : New York Festivals Gold Medal, Agency : Sancho/BBDO (Colombia) |
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THE ORIGINAL? Contrex Mineral Water – 1993 Source : French Art Directors Club, Agency : Australie (France) |
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LESS ORIGINAL SoNatural Light – 2000 Source : Cannes Lions Archive, Agency : Leo Burnett (Argentina) |
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LESS ORIGINAL Coca-Cola Light – 2002 Source : Cannes Lions Archive Online. Agency : Springer & Jacoby (Germany) |
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THE ORIGINAL? Antarctica Diet Guarana – 1999 Source : Cannes Lions Archive, Agency : DM9DDB (Brazil) |
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LESS ORIGINAL Laemthong low fat Milk – 2000 Source : Cannes Lions Archive, Agency : Results Advertising (Thailand) |
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LESS ORIGINAL Xénical by Roche Laboratories – 2001 Source : Shortlisted at Cannes Advertising Festival, Agency : GROTTERA.COM (Brazil) |
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| THE ORIGINAL? Babybel Light Cheese – 2004 Source : Cannes Lions Archive, Agency : Saatchi & Saatchi (UK) |
THE ORIGINAL? Dettling Light cheese – 2004 Source : Cannes Lions Archive, Agency : McCann Erickson (Switzerland) |
| Comme les deux ont été faites la même année on ne va pas en faire un fromage. Quoiqu’il en soit la ressemblance est trop troublante pour être honnête… |
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| THE ORIGINAL? Magnum Light – 2001 Source : Luerzer’s International Archive, Agency : McCann-Erickson (France) |
LESS ORIGINAL : Nestlé Light Ice sticks – 2005 Source : Cannes Archive Online, Agency : Publicis Ariely (Israel) |
| Si l’annonce de droite se regarde dans la glace, elle verra l’annonce de gauche… |
