Hasta La Creative!

We’ve had a good time poking fun at contextual advertising, a $1.6 billion industry, over the years for its awkward mishaps and curious mismatches but it’s still a viable practice. So viable, there’s now a conference dedicated specifically to the practice.

The multicultural agency is often required to work with general-market agencies on client assignments, and is often asked by clients to share strategies, insights, learning, tools, assets, research, etc., with the general-market shop on the account. This is the same shop that will later turn around and try to take that very account.

Magnifique sélection de travaux par l’artiste Kahori Maki en provenance de Tokyo. Un talent avec de nombreuses expositions à son actif, et une maitrîse complête de l’illustration en noir et blanc. Galerie à découvrir dans la suite.

Mahou Premium Light is a new beer with 35% less calories. The spanish agency El Laboratorio commissioned an advert to director Nico Caicoya from Agosto, with the claim “There’s a lighter world. Coming up?”.

To express this concept, the story would show a couple of dancers taunting gravity. But Nico Caicoya didn’t want to use posproduction effects, instead of that, a rotating set was built for the shooting in Prague. When it seems that the actors dance all over the walls, it’s the camera and the entire set the ones that are turning upside-down.

Choreography was created by Suple, a choreographer that has worked before with artists such as Jamiroquai and Madness. On the other side, the music is a cover of Technotronic’s Pump up the jam, made by the canadian swing trio Lost Fingers.

+Info Agosto

Title: Lighter world.
Client: Grupo Mahou – San Miguel
Agency: El Laboratorio
Director: Nico Caicoya
Creative team: Carlos Holemans, Daniel Ilario, Manuel Montes, Jesús Lada y Carla Romeu
Account team: Rafael Silvela, Ignacio Olazábal y Carolina Paramio
Agency producer: Paul Severn (Central de Producers)
Production company: Agosto
Producer: Toni Moreno
DoP: Paco Femenía
Posproduction supervisor: Sergi Roda
Music: Lost Fingers
Time: 45″

LONDON – MTV UK has retained incumbent agency Equinox to handle its £2m media planning and buying business, after a six-month review involving WPP’s Maxus and Aegis Media’s Vizeum.

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Advertising Agency: H&C Leo Burnett, Beirut, Lebanon
Creative Directors: Bechara Mouzannar, Chermine Assadian, Betty Francis
Art Directors: Layla Naamani, Roula Asmar
Illustrator: Mark Calina
Photographer: Mario Kiener

Via [AdsoftheWorld]

Tags: Bechara, Mouzannar,, H&C, Leo, Burnett

LONDON – Boutique hotelier Hotel Du Vin has signed a six figure sponsorship deal with Classic FM.

LONDON – Manchester-based media agency MediaVest has booked a promotion in the Daily Star for pharmaceutical giant Pfizer’s awareness campaign “Serious Quitters” on No Smoking Day (today).

Social technologies, like baseball players, typically only do one or two things well. Except for the flexibility of online communities, we haven't had a "five tool player" that marketers can tap in highly versatile ways. But now we do. It's Twitter. And now that it's reached about 5 million accounts, it's time to pay attention.

LONDON – MediaClash, a company founded by former Future Publishing chief executive Greg Ingham, has launched a business offering parents an independent online guide to private schools.