4. LAB is small agency, lead by its creaive director, Tony Kopp. It offers
services in advertising, design, and web communication. The
agency's staff of 5 includes one account manager, two graphic
designers, a copywriter (and Tony). The agency has a roster of direct
clients as well as ad agencies.
Lewy/Axel/Bohm s.r.o.
5. The main principle is finding a media-neutral idea, which
has the potential to be "acted out" in any media.
Ideally, such a concept would be not only relevant to the
brand but would activate consumers with interactive
content. This way, active relationship to brands is created.
6. CV Mgr. A. Antonin Kopp
12 years of experience in advertising
From January 2007
Working for clients:
Týden
Instinkt
Česká Spořitelna
Equal
Nový Prostor
Volvo
Pilsner Urqel
Jupi
Kleenex
La Chevre
CK Fischer
From August 2002
Absolut
Adidas
JimBeam
Nissan
CMSS
Guesepe
Aliatel
FAB
Budejovicky Budvar,
Czech on Line (Jet2Web)
Seagram
Bosch
Wuestenrot
Nutricia
NovýSmíchov
Nivea
Pedigree
Strom telecom
Tchibo
Special achievements:
Absolut,
JimBeam
Volny
Novy Prostor
Amnesty International
Creative concepts for new bussines:
Živnostenská banka
Metaxa
GTS
Panasonic
Komercni banka
Jaegermeister
Direct pojistovna
Čedok
Globus
UniCredit
August 2000
L/A/B combines
Art director / Creative Director
Responsible for creative concepts in
B.T. L..
Maintaining corporate identity in
promotions.
Working for clients: Pernod Richard
CZ (Jan Becher,
Jameson, Imported Brand Wines,
Sambuca, Ramazzotti),
Oskar Mobile Phones,
Social campaign for children of
Afganistan
Zelený kruh (company for ecological
movement)
Special achivements:
Experience in creating and managing
of a creative team,
Clients won: Jan Becher (all b.t.l.
activities),
Oskar mobile phones
Cesky okruh
December 1998
Found a creative shop L/A/B
Advertising & Art director / Creative Director
Developing of new creative concepts.
Making of presentations.
Responsible for managing of a company.
Working for agencies and clients:
Grey, Ark Thomson,Fabrika, WCJ,
Youn Rubicam
Czech Caparol (Caparol, Alpina Colours)
B.T.L. program for Eurotel called Benefit
¨ŠkodaAuto personal departement
Daewoo Avia cars
Super Poste
Pražský Hrad (Prague castle)
Messenger
1992-1998
Studium:
Vysoká škola umělecko-průmyslova
Section:
Atelier Design and visulal comunication
7. The Brief:
To communicate a new web-enabled service of our travel agency where
the clients can instantly find holidays, reserve and pay for them.
The Insight:
Traditionally, Czech consumers plan their holidays long time in advance.
Deciding on holidays spontaneously is quite the opposite: I don't like it
here, I want to get lost, I miss the sun.
This is the new "hedonistic"paradigm. The new service is just about that.
The Idea:
"Click & get lost" gave us the possibility to have people "disappear" - and
thus create the neccessary buzz around the idea.
8. The Solution:
We had Leos Mares,
the most popular
Czech moderator,
"disappear" - he
simply didn't make it
to the morning show
of the best rated
Czech radio station,
Evropa2. He was
reported missing for
three days, which
created spontaneous
media coverage.
10. After 3 days a viral movie was sent to 20
thousand e-mail addresses with Leos Mares
on the beach. The viral featured the link to the
service's site - www.klikniazmiz.cz
Revelation: They disappear because there is a new web-
enabled holiday service
17. Brief:
Expressively communicate the brand Merci (chocolate box)
in order to distinguish it from its competitors.
Increase sales of Merci.
Insight:
People often give chocolate boxes as a gift to their friends and close ones.
They often also attach a written note to it.
Idea:
Support the ritual of expressing thanks in media and use the Merci chocolate
box as a medium for a ‘thank you’ message.
24. Thanks to these pages I have met great people
Contextual internet campaign
25. Brief:
Communicate high quality golf equipment Niklaus to the general public.
Insight:
Among Czechs golf is considered a snobbish sport, which is inaccessible
for ordinary people.
Idea:
Show people of ordinary professions who comment on golf since they have
started playing it. Communicate golf in the streets in the way
close to street art.
32. The Brief:
To find and communicate a new position for the Instinkt magazine in the
overcrowded Czech magazine market.To occupy a position between tabloid
magazines and traditional press.
The Insight:
People today have very little time to read about issues the way specialized
media report about them. There isn"t a magazine on the market which would
paint an overall picture of the Czech society. Reliable content in an entertaining
form.
Idea1:
Instinkt - natural selection. Instinkt as a digest of what you normally would have
to search for in different magazines.
38. …start with the need of the
brand
• Brands are “cultural software”
• Brand are narratives – narratives usually
have authors who want to “tell the story”
• Brands don’t have to be taken hostage by
consumers and ad agencies
