Print campaign
He knew too much
‘He/she knew too much’ and ‘Do you know too much?’ were the slogans of InfoAdex’s 2010 and 2011 campaigns. They advised users of InfoAdex tools to be vigilant about the sensitive information they handled on a daily basis for work.
The aim was to present InfoAdex as a benchmark in the control of advertising activity in Spain by combining black humour and the idea of showing the fierce competition in the advertising world.
campaigns based on the same creative concept
PRINT CAMPAIGN
Knowing too much about the advertising world can have terrible consequences
Client
Infoadex
Date
2010-2014
My Role
Creative director, copywriter
InfoAdex is the leading source of information on Spanish advertising activity, offering both quantitative and qualitative data. Its data is used by media, creative and communication agencies, advertisers, consultancies, universities, business schools, associations and public administrations
Creative concept
FOR PRINT AND DIGITAL ADS
Inspired by black humour, the campaign pokes fun at the competition and envy that exist among professionals in the highly competitive advertising sector, where information is extremely valuable.
Various original designs encourage users of Infoadex tools, such as Mosaico or Info iO, to stay alert as there are many potential dangers in the office, such as poorly placed cables and holes in the floor…
The adverts, which are based on black humour, poke fun at the competitive world of advertising
They included a planner who knew her competitors’ investments, a research director who knew everything about the advertising sector, a creative director who was familiar with all the campaigns in her field, and an account executive who had the best negotiation tools. They all suffered the consequences of knowing too much about the Spanish advertising sector.
The aim of this campaign was to highlight, through the use of dark humour, something that advertising professionals in Spain are already aware of: the usefulness of Infoadex when reporting on investment and creativity in different campaigns, as well as the performance of advertisers and agencies.