Hasta La Creative!

“Vai ser assim: o participante joga o seu próprio carro de um avião, e se atingir o alvo marcado no chão ganha outro carro e mais 100 mil dólares. OK?” Isso certamente soaria absurdo e seria reprovado por muitos diretores de criação e clientes, mas para alguém lá da cervejaria australiana Carlton, pareceu a coisa mais natural do mundo.

A promoção “Drop The Bomb” teve participação do público para escolher a lata velha mais velha entre os concorrentes, e Gillian Wright foi selecionada para ter o seu Ford Laser de 1991 atirado das alturas.

Na outra ponta da promoção, Bill Johnson foi selecionado através de um rótulo premiado. Sua missão seria decidir em que momento o carro deveria ser jogado do avião para atingir o alvo de 1 km de diâmetro no chão.

Porém, nada é tão simples. Se Bill errasse o alvo, ele ficaria sem o dinheiro e Gill, a dona da bomba, sem um carro. Claro, a gente acredita nisso.

A ação aconteceu no dia 17 de abril, após 12 meses de pré-produção. O carro bomba foi alterado para evitar qualquer tipo de problema ambiental, com tanque de combustível, óleo, e outras peças retiradas.

Abaixo você confere o resultado dessa promoção, inspirada pelo comercial “Skytroop Show” da própria Carlton. Criação da Clemenger BBDO de Melbourne.

Post originalmente publicado no Brainstorm #9
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LONDON – Volvo has appointed Mindshare to deliver its natural search, digital PR and social media strategy for 2009 and beyond in the UK.

LONDON – EDF Group, the French energy giant, is putting its media planning and buying arrangements up for pitch in the UK and its home market France.

LONDON – British Sky Broadcasting saw revenues rise by 12 per cent in the first three months of 2009, thanks to a strong take-up of high-definition television and broadband, telephone and TV packages.

LONDON – BBC One’s ‘The Apprentice’, which last night saw science teacher Noorul Choudhury become the fifth candidate to get the boot after a bric-a-brac challenge, attracted 7.5m viewers, according to unofficial overnight figures.

LONDON – ITN On has handed the contract to sell advertising around its leading iPhone news application to 4th Screen Advertising, taking the mobile sales house’s iPhone network to more than 10 million monthly page impressions.

BETC Euro RSCG has launched a new communication campaign in partnership with Partizan for ECPAT (End Child Prostitution, Child Pornography and Trafficking of Children for Sexual Purposes). Directed by Asger Leth, the film portrays every step in the chain of abuse, where the face of the people abusing the child is replaced by the face of a European who, we discover at the end of the film, is the man who will look at photographs of the little girl being ill-treated. This reinforces the message at the end of the film that if there is no demand there will be no supply and highlights the responsibility of the clients. From April this campaign will be broadcast for free in the media: television, cinema, press and web have all agreed to contribute. The Air France agencies, airplanes and buses will join in on June and provide an essential showcase. ECPAT will also circulate leaflets and small posters in partnership with their professional tourism partners.

Advertising Agency: BETC Euro RSCG, Paris, France
Creative Director: Florence Bellisson
Art Director: Eric Astorgue, Julien Schmitt
Copywriter: Jean-Christophe Royer, Esther Fockenoy
Photographer: Marc Da Cunha
Published/Released: April 2009

LONDON – Boots’ No 7 Refine & Rewind brand, which scientific research has shown that the cream actually helps reduce wrinkles, is being rebranded.

LONDON – In the week it was reported that the Independent was up for sale, Independent News & Media has reported a pre-tax loss of €161.4m (£145m) in its 2008 annual results.

LONDON – BSkyB has reported a 7% year-on-year rise in adjusted revenues to £3.96bn for the nine months ending March 31, helped by the addition of 80,000 new customers in the third quarter alone.