Name: GEOX - "Respira" (Breathe)
Authors: Carlos Rivas & Ivette Ferrer.
Year: 2012.
Type: Scholar.
Category: Branding & Identity; Creativity.
Briefing: Reinterpret and recreate 3 ads with three creative tools of "The Kickstart Catalogue" (Mario Pricken):
- IMITATION AND PARODY
- ANALOGY
- EXAGGERATION.
- IMITATION AND PARODY
- ANALOGY
- EXAGGERATION.
Information:
- IMITATION AND PARODY
The original idea of this piece refers to an imitation and parody of the most famous mark in the recent history of humanity: the tread when Neil Armstrong arrived to the moon in 1969.
This ad is parodying that Neil Armstrong on his space suit is wearing a boot/shoe Geox for help him to breathe. The footprint and its famous lines printed on the shoe sole are making footprints in the sand of the moon. These footprints are imitating a grid with ventilation. All that means that the shoe helps to breathe on the moon.
- ANALOGY
To devise this ad we have relied on a functional analogy and possible physical analogy. The diver who needs oxygen, use Geox (the shoe that breathes), such as an oxygen tank. He has the shoe hooked on his back as if it were a real oxygen tank.
- EXAGGERATION
The concept of this ad is very simple, we can see a boy with his feet resting on a glass (bus stop, train station, etc.).
He has a foot touching the glass, the shoe is fogging the glass thanks to the air it's breathing. This shoe is, as you can see, a Geox: the shoe that breathes.
A fogged glass could not really be fogged by a shoe, so, we are talking about an exaggeration.
The original idea of this piece refers to an imitation and parody of the most famous mark in the recent history of humanity: the tread when Neil Armstrong arrived to the moon in 1969.
This ad is parodying that Neil Armstrong on his space suit is wearing a boot/shoe Geox for help him to breathe. The footprint and its famous lines printed on the shoe sole are making footprints in the sand of the moon. These footprints are imitating a grid with ventilation. All that means that the shoe helps to breathe on the moon.
- ANALOGY
To devise this ad we have relied on a functional analogy and possible physical analogy. The diver who needs oxygen, use Geox (the shoe that breathes), such as an oxygen tank. He has the shoe hooked on his back as if it were a real oxygen tank.
- EXAGGERATION
The concept of this ad is very simple, we can see a boy with his feet resting on a glass (bus stop, train station, etc.).
He has a foot touching the glass, the shoe is fogging the glass thanks to the air it's breathing. This shoe is, as you can see, a Geox: the shoe that breathes.
A fogged glass could not really be fogged by a shoe, so, we are talking about an exaggeration.
Links in:
- CarlosRivasFdez.com
- Domestika (in Spanish)
- CarlosRivasFdez.com
- Domestika (in Spanish)
