Anatomy of recycling


Created by: Jason Freeny



Type of Entry: Magazine
Category: Commercial Public Services
Advertiser/Client: BRAINOBRAIN
Entrant Company, City: FP7, Dubai
Advertising Agency, City: FP7, Dubai
Executive Creative Director: Marc Lineveldt
Creative Director: Neil Walker-wells
Copywriter: Neil Walker-wells
Art Director: Jason Freeny
Illustrator: Moistproductins
Typographer: Jason Freeny
Art Buyer: May Farhat
Account Supervisor: John Lacy
Advertiser’s Supervisor: Raji
















its is unfortunate that this got awarded both the Gold (print campaign) and the Grand Prix (outdoor) at the 2009 Dubai Lynx.

This is supposed to be a festival celebrating originality and creativity NOT recycled ideas or executions.


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.

16 thoughts on “Anatomy of recycling

  1. Anubis

    Some important points to remember;

    1- The Dubai Lynx celebrates creativity from the Middle East.

    2- The concept, the execution, the copy writing, etc, was NOT from the Middle East. FP7 took a ready work (highly circulated on the web) slapped a logo on it an won big time. please note that the same agency has been found guilty of violating the Lynx laws and has been stripped of the title agency of the year and at least 7 awards.

    3- If FP7 had entered this artwork into the Cannes Lions then it would not have been a problem as Cannes is celebrating International creativity.

    NB. Fp7 do not own copyrights for this work the artist owns the copyright.

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  3. matthk

    You need to be careful and get your facts straight Anubis, as you run the risk of legal action with these potentially libellous comments.

    As I wrote on:

    Careful of false accusations people!
    Jason states the TRUTH on his own DeviantArt page:
    It’s NOT ripped off (or ‘copy-catted”) it’s a campaign done FOR Brainobrain BY Jason Freeny. He re-purposed his original illustrations for this and earned some nice dosh in the process.

    Yes, most of us illustrators get ripped off from time to time, but it’s not endemic in the industry. I think we need to be extremely wary of over-reacting!



    I don’t know ‘Jason’ – especially since the Jason Freeny listed as the art director doesn’t work for Promoseven, but instead resides in Manhattan. Or maybe the Jumeirah Centre for Child Development or whatever was considered a significant enough client that they outsourced the illustration to NY.

    The moment I saw this I knew it was a rip off. Jason Freeny’s stuff has been around the web for years.


    The Messenger, are you seriously arguing that the Gummy Bear ad is not plagiarism? Oh MY GOD! There’s one in every bunch folks. So how is the vibe over at Promo7 about now dude?

  6. The Messenger

    It’s not recycling if it hasn’t been done already before.
    I really don’t understand you, sometimes you make really strong arguments other times you sound like someone who doesn’t know what advertising is and is just looking for anything to post.

    There are some great ideas out there and if you can tap into them and use them for commercial purposes you can do a lot of good stuff and its not called recycling. Recycling is when you take an old idea and reuse it. This is taking a new idea and using it. There is a big difference.

    Non-commercial work

    Commercial work

    You probably call that recycling, other people call it creative thinking. But then again I’ve seen stuff here on your blog where the only thing in common between the two “copy ads” you posted was the fact that both contained a car or something lame like that. No one is allowed to use cars people take note, its already been done!

  7. anubis

    So The Messenger thinks it is OK for anyone to commission an existing/renowned art work (by the same artist) and enter it in say, NYF (New York) festival or LIA (London International Awards), etc. etc. etc and win? but wouldn’t that amount to awarding a recycle instead of a fresh original creative concept which i assume is the foundation of creativity awards!

    NB. what about ALL of the other “Ghost/spoof” FP7 shortlisted and awarded work?

  8. The Messenger

    Before you carelessly accuse agencies of copying maybe you should do a bit of research?

    Both layouts you posted above were created by Jason Freeny. He created a non commercial work which got popular online then FP7 decided they could use it for commercial purposes so they commissioned the guy to create something for one of their clients which he did and they ended up with award winning work. Thats not copying, thats seeing a potential in something and then properly using it.

    Its kinda like how improv everywhere did the frozen grand central station thing and then t-mobile took that idea and turned it into a tvc of people dancing in the station.

  9. bobo

    I think Brainobrain Jumeira is great advertising piece and deserves more than just GP at Dubai Lynx.

    And I want to just imagine how this great piece was created so I took liberty to construct my perfect scenario.

    So you guys got a brief for Brainobrain Jumeira child development program? Eurorscg already did one scam campaign, so they were not happy and they wanted another one! So now you have serious task to do, we all know how big is Brainobrain Jumeira, and then you hired the freelance art director to help you crack difficult project. He did some sketches, sent you via email? Or you flew him here for couple of weeks while project was going on? I will take liberty to say that you guys would be economical and said look Jason, stay at home, you have a small baby, so let’s not complicate things, send us sketches via email. First sketches arrived and creative director and copywriter had some input and comments how this can be better, that gummy camel is not working and it should be gummy bear instead… After so many phone calls, skype video conferences, sleepless nights came the final day of presentation. I am sure MD & CEO with bunch of Creative directors of FP7 went to sell this important campaign. Don’t forget research, I am sure planing department was also involved. After long meeting client said good work, approved, run it as it is, no wait make my logo smaller, that’s all. Massive media plan was developed so everyone can see this great piece of creativity. And someone from creative said you know, we should make posters, they are so simple… So they made posters!!! Campaign was huge success. I heard Brainobrain Jumeira is planing to expand to Arabian ranches and who knows where else…

    And this great piece of advertising history was awarded at Dubai Lynx. Art director is so happy that the piece is traveling to Cannes. He was so happy that he wrote small press release for all of you people that don’t believe.

    Shame on you! All of you.

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