With the strong belief that “ideas, insight and inspiration” are key to creative business, advertising agency Ogilvy incorporates an artistic edge into its designs. Their inventive approach to advertising is particularly evident in “Portraits Completed,” a clever campaign that won big at the Cannes Lions festival.
Designed for Kiwi Shoe Care, “Portraits Completed” reimagines well-known works of art by adding feet to famous portraits. By showcasing the subjects' shoes, Ogilvy transforms the age-old masterpieces into contemporary advertisements for their shoe polish.
Since the featured portraits span several movements and genres of art history, a wide range of shoe styles and trends is depicted. The selection of works is similarly diverse, as some feature the artists who painted them, like Johannes Vermeer and Vincent van Gogh, while others showcase models who sat for the artists, including actress Jeanne Samary and Matisse's wife, Amélie.
Unsurprisingly, “Portraits Completed” was well-received in Cannes, where the annual “Festival of Creativity” is currently being held. The quirky campaign ended up winning a gold Lion and a bronze Lion in Print & Publishing, proving that art and advertisement are always a perfect pair.