Hasta La Creative!

Foster’s created a new sales team to concentrate on selling Stella Artois. Although this team was aware of Stella Artois’ origins, it didn’t have a good understanding of the brand’s character or its association with film.
Our job was to produce a sales presenter that would get the team excited about Stella Artois, and make it easier to sell the beer to pub and bar managers.

Foster’s was expecting a brochure, or a folder with loose-leaf pages. We gave them 50 customised Sony PlayStation PSPs instead.
The PSPs were delivered in hand-stitched black velvet drawstring bags. The machines were rebranded with a Stella Artois logo on the reverse of the case, and we also modified the operating systems and icon sets to reflect the brand.
Then we installed the Stella Artois films and artwork, plus short presentations on the history of the brand. And because PSPs are wi-fi capable, Foster’s can load up new material quicker than new pages can be printed for a loose-leaf folder.

Foster’s analysis has shown that every sales representative who was given a PSP met all their sales targets for the relevant quarter. Anecdotal feedback also confirmed that without exception, the PSP was regarded as the best sales presenter ever received. As a result, Foster’s is now reviewing further rollout of the tool.

Advertising Agency: Rivet, Australia
Creatives: Chris Hunter, Mark Cole
Production: Han Lee, Sarah Hadfield, Karim Hadid

I just got to a press release from a couple of weeks ago from the Scent Marketing Institute announcing winners of their first round of awards called SMItties. Interesting stuff. ScentSational Technologies make scented and flavored packaging. Scentys got recognized for “unique implementation of scent marketing technology by incorporating scent delivery systems in state of the art digital presentation devices.”

Anyway, from there, I somehow ended up on a two-year-old article in New Scientist about attempts in Europe to trademark scents: “Applicants face a difficulty: they must attach a “graphic representation” of their smell to the 8 centimetre square box on the trademark application form.”

“The French Institute for the Protection of Fragrances tried the most sciency-looking pitch: a green square with coloured stripes on it that is supposed to represent “a lawn-green note, citrus (bergamot, lemon), pink floral (orange blossom, hyacinth), musky”. It was refused.”

Which is also the answer to yesterday’s riddle. For more details, go to this page and select “Olfactory” in the “Trademark type” drop-down.

And here’s a 2006 article in NYTimes about legal issues of recognizing scents as intellectual property.

Earlier on AdLab: a bottle of new car scent and other smelly articles.

If you are going to get another car, let us remind you a couple of things.

Advertising Agency: Fischer America Comuicação Total, Brazil
Art Director: Ricardo Big Passos
Copywriter: Gustavo Diehl
Creative Directors: Pedro Capelletti, Flavio Casarotti
Photographer: Ricardo Barcellos
Art Buyer: Felipe Cunha

(TrendHunter.com) Nicole Richie will soon be launching a charitable online gift registry that will provide baby items for moms that cannot afford them.

The site will be run through the Richie-Madden Children’s Foundation…

Advertising Agency: Wieden + Kennedy, NY, USA
Executive Directors: Kevin Proudfoot, Todd Waterbury
Creative Directors: Derek Barnes, John Parker
Art Director: Eric Stevens
Copywriter: Andy Ferguson
Producer: Allison Hill
Production Assistant: Kelly Dage
Prod Company: O+
Director: David Shane
DP: Dave Moribito
EP: Ralph Laucella
Producer: Ken Licata Jr.
Editorial: JOINT Editorial NY
Editor: Andrew Robertson
Producer: Sasha Hirschfeld
EP: Gary Krieg
Telecine: The MILL
Colorist: Damien Van Der Cruyssen
Post/Effects: RIOT
Lead VFX/Inferno Artist: Matt Reilly
Audio Post: Sound Lounge
Mixer: Rob DiFondi
Shoot Location: Bristol, CT
Aired: August 2008

Advertising Agency: Rethink, Vancouver, Canada
Creative Directors: Ian Grais, Chris Staples
Art Director: Rob Sweetman
Copywriter: Jono Holmes
Producers: Jim Leith, Chris Raedcher
Photographer: Patrick Norman
Studio Artists: Tom Pettapiece, Richard Parkes
Published: June 2008

Advertising Agency: Rethink, Vancouver, Canada
Creative Directors: Ian Grais, Chris Staples
Art Director: Rob Sweetman
Copywriter: Jono Holmes
Producers: Jim Leith, Chris Raedcher
Photographer: Patrick Norman
Studio Artists: Tom Pettapiece, Richard Parkes
Published: June 2008

(TrendHunter.com) The world’s first fabric-covered gas station is the work of artist Jennifer Marsh who was both sick of paying high gas prices and tired of seeing the 50-year-old eyesore on her daily commute. She organised…

(TrendHunter.com) British designer David Gardener, like many, was concerned about the waste generated by packaging material, so he created this paper pulp lamp which is both the packaging and the final product.

The two…

(TrendHunter.com) Simple yet complicated, the beautiful body jewellery collection by New York-based Bliss Lau hugs the female form and drapes elegantly over whatever piece of clothing they adorn. A graduate of Parsons School…