PlaTonic Brown envelope

Original?: Toshiba

Agency: Shalmor Avnon Amichay / Young & Rubicam

Israel – 2004

Distinction: Bronze medal at the New York Advertising Festival

Original?: Sony

Agency: MPRC

Belgium – 2004

Distinction: Silver medal at the New York Advertising Festival

Less original: Sony

Agency: Tonic Communications

UAE – 2005

Distinction: Gold medal at the Cannes Lions advertising festival


All of the above examples are featured in a book titled “Nouveau?” by Joe La Pompe. Pages: 226 – 227. ISBN: 978-2-7533-0069-9.

It is sad that the first gold lion from the Middle East is traced back as a copy cat or an idea that has been done before by two other agencies a year earlier whom already got awarded for the creative idea in a widely publicized international event…yet the UAE advertising industry still boosts about its leading position in the MENA region and its top notch creative’s.

here is and excerpt of what the creative director of Tonic had to say about creativity as it was published in Media Week…

Picture 12

published in GMR Gulf Marketing Review. June 2005. Page: 37.

Lateral Thinking: When a low probability line of thought leads to an effective idea, there is a “Eureka” moment and at once the low-probability approach acquires the highest probability. – Edward De Bono. Excerpt from a book by John Townsend & Jacques Favier titled The Creative Manager’s Pocketbook. Page: 2. ISBN: 1-870471-69-5.

A copycat is a person that mimics or repeats the behavior of another. The term is often derogatory, suggesting a lack of originality. The expression may derive from kittens that learned by imitating the behaviors of their mothers. – Wikipedia.

Plagiarism: The abuse of another’s original work by copying it and passing it off as one’s own. As defined in Alastair Campbell book titled The Designer’s Lexicon. Page: 293 ISBN: 0-304-35505-4.

“Imitation is the sincerest form of thievery” excerpt from a book by Capsule titled Design Matters. Page: 84. ISBN -13:978-1-59253-341-1.

3 thoughts on “PlaTonic Brown envelope

  1. Anubis Post author

    Hi Vincent. Thanks for stopping by and finally clarifying this point regarding the paper clip. Congratulations.

    Now that this mystery is solved, would you be kind enough to clarify these posts as well?

    As per the quote you shared with me, “It’s not where you take things from – it’s where you take them to.”

    Where (or how far) did replacing the logo take this idea (bugging facts about copy cats secret tonic).

    Do you honestly believe that your agency took those ideas somewhere better?

    Here are a few quotes for the road “lightning does not strike twice at the same place” “Where this is smoke, there is fire” “you can fool some of the people some of the time, you can not fool all the people all the time”

  2. Vincent Raffray

    Hi Louia

    Just read the above post and would like to clarify a few points. Firstly, it wasn’t the “Envelope” execution that took Gold at Cannes, it was the “Paperclip” and it was awarded as a single entry. The “Envelope” was part of the campaign and when we noticed that the idea (Envelope) had been done, we pulled the ad immediately. These things happen.

    Show me one ad that has been done placing a paperclip to show the thinness of a product before our ad was produced and I’ll gladly make a public apology.

    And seeing you love quotes I’d like to end with this one by Jean-Luc Godard (Director): It’s not where you take things from – it’s where you take them to.

    I wonder what we would have done if Steve Jobs didn’t take the mp3 player and make it into what it is today))


  3. Pingback: Popcorn creativity from Dubai « ANUBIS

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