Thinkbox
A few words about Rosie
When she came in to speak with us, Rosie Arnold was the Deputy executive creative director at AMV BBDO. She spent the formative years of her career working closely with John Hegarty, and she has been responsible for some of the Agency’s most iconic work, including Pretty Poll, Levi’s, Birdseye, Robinsons and Omo.
She led Axe (Lynx) for 14 years culminating in developing the Axe website and awarded mobile work. More recently she has worked on Baileys, introduced Gordon the Boar and was behind the famous Yeo Valley rap.
Arnold was President of D&AD in 2012, presiding over the Charity’s 50th year where she introduced the White pencil for work that does good in the world. Her work has won awards including six Cannes Gold, six D&AD pencils and three Campaign Golds.
More about Rosie's 3 great ad choices
Cadbury's: Gorilla
The 2007 "gorilla" spot, created by Fallon London, was written and directed by Juan Cabral and production was by Blink Productions. The ad was one of the best received ads of the year, winning TV commercial of the year at the British Television Advertising Awards and the Cannes Grand Prix in Television. It was Ad of the Decade by Ad Age Magazine in the US. Sky reported that, in the space of a fortnight, 58,000 households took time out of their busy days to watch a long-form version of the ad using their red button.
- Agency: Fallon
- Director: Juan Cabral
- Prod Co: Blink Productions
Chipotle: Back To The Start
This 2012 ad focuses on the importance of developing a sustainable food system. Fast food chain Chipotle used this ad to showcase their dedication to doing business with farmers with humane practices. It was created with the CAA Marketing arm of Creative Artists Agency and directed by Johnny Kelly.
The ad takes the form of an emotional animated story with all of the action captured in one long pan. A fifty-foot long set was used, and real puppets were filmed. Willie Nelson’s rendition of Coldplay’s "The Scientist" is used alongside the story. The ad won two Grand Prix awards at the Cannes Lions International Festival of Creativity.
- Agency: Creative Artists Agency
- Director: Johnny Kelly
- Prod Co: Nexus Productions
Polaroid: Resignation
Resignation is an award-winning critique on work culture, and promotes Polaroid’s idea of living for the moment. Directed by Michel Gondry, the 2006 ad shows working life in Hong Kong as oppressive and nauseating, with the camera lurching through streets and skyscrapers. It was shot in Tokyo and Hong Kong, with two bolex 16mm cameras morphing from one to another. Post-production was by Buf advertising agency in France.
It won the Samuelson Award for Best cinematography and Creative Circle Gold for Cinematography. Gondry won an Academy Award for Best Original Screenplay as one of the writers of Eternal Sunshine of the Spotless Mind (2004).
- Agency: BBH
- Director: Michel Gondry
