Hasta La Creative!

Agency: Forsman & Bodenfors, Gothenburg, Sweden
Media Agency: Mediaedge:cia
Photographer: Lennart Sjöberg
Advertiser’s Supervisor: Sara Zakariasson (IKEA)

Brief: In the autumn of 2009 we were asked to engage people in the opening of the new IKEA store in Malmö, Sweden. It had to be something that could live its own life, create a ripple effect and extend the news about the new store beyond the borders of Malmö.

Creative Execution: The execution made sure that the thing that actually made people spread the word about the new store in Malmö actually was IKEAs products (in this case the new showrooms in the brand new store). The entire campaign is driven by IKEAs products and the generated conversation about them. As the bearer of the content we used an extremely well established function on the worlds largest social network. The combination really made people eager to participate and for everyone who participated the word spread to all of his/her friends. Describe the creative solution to the brief/objective. We decided to take advantage of an already existing, widely used forum; Facebook. First we created a Facebook profile for IKEA Malmös store manager, Gordon Gustavsson. We then kidnapped the most popular function on Facebook; photo tagging. As the store was built and showrooms completed, we uploaded pictures of them to Gordons photo album. The first person to tag their name on a product, won it. Thanks to Facebooks built-in functions, the pictures spread to hundreds and thousands of people. Through the newsfeed, profile pages and links posted by users. Describe the results in as much detail as possible. Since the launch of the campaign Gordons profile has spread across the globe and he is now friends with people from all over the world. IKEA Malmö has been talked about all through the internet and thousands of blogs have posted showroom pictures when writing about the campaign. Tweets about the competition poured in from all directions. To summarise, IKEA Malmö conqured all major social media sites with one smart competition on facebook. After the competition ended Facebook changed their terms and conditions to rule out a re-run of the campaign.

Depois de ajustar alguns detalhes que faltavam na programação deste novo layout, enfim posso anunciar o lançamento da nova ferramenta proposta neste novo posicionamento do ADivertido.

O “Interactive Ideas” nasceu para ser uma vitrine de ideias criativas, selecionadas após uma rigorosa análise sobre o valor criativo e conceitual de cada peça, anúncio, hotsite, ferramenta ou ação interativa.

Não perca tempo! Comece a selecionar a sua idéia mais criativa, e envie para o e-mail: adivertido@gmail.com.

Em muito breve a sua idéia pode ser postada aqui na nossa vitrine.

Boa sorte!

Cette splendide sculpture nautique est la dernière pièce de l’artiste multidisciplinaire Xavier Veilhan. John Dodelande a invité cet artiste français à créer ce bateau RAL5105 selon ses envies. D’un monochrome bleu, cette réalisation renvoie aux différentes oeuvres de l’artiste.

Continue Reading…

Brief: V Australia needed to increase sales on its route between Sydney and Los Angeles, but wanted to avoid price war advertising. Rather than compete for share within the current market, they set out to grow the segment and attract new travelers to the market – people who weren’t already considering travelling to LA. Our challenge: put bums on seats with V Australia’s new “3 Day Deals”. The biggest obstacle was to convince people that LA was actually “do-able” in three days. The perception was that it was too far, too expensive and just too hard.

Creative Execution: The use of Twitter to fuel the campaign tapped into the mindset of the target market in a way no other medium could. It was new, it was immediate, and its freshness translated both to the brand and destination. A purpose built website – 4320la.com – housed the campaign elements and captured results. This was where the tweets fed live, displayed the twit pics, background on the “Twits” themselves, and most importantly, linked to the V Australia homepage and information about the 3 Day Deals. The tweets were also relayed and promoted live each day through the radio station’s drive time segment.

Creative Solution: To put LA within people’s reach, we decided to demonstrate how to experience LA in just three days. We ran a promotion, using print, online and radio to recruit three energetic, enthusiastic Aussies – willing to fly to LA for 72 hours of non-stop action. The catch – share all of it with the rest of the world by twittering every minute of their trip – that’s 4,320 tweets. The desired outcome was to drive people to the website – to not only book a “3 Day deal” but explore the site and what V Australia had to offer.

Results: Over three weeks, the website recorded: • Over 67,000 visitors • Over 55,000 unique visitors • Over 175,000 page views • Time on site: over 3 minutes • Just under 50% click through rate to the “Flight Deals” button on the website. The film of the stunt became a mini documentary for the airline’s inflight entertainment, webisodes, retail TVCs and was taken up by cable Channel V. The take up of the deal was so successful that the offer was extended for an additional month. V Australia was so pleased with the results, 4320Sydney was launched one month later.

Advertising Agency: Droga5, Sydney, Australia
Executive Creative Director: David Nobay
Executive Planning Director: Sudeep Gohil
Senior Copywriter: Ben Akers
Senior Art Director: Ben Smith
Agency Producer: Paul Johnston
Director Digital: Brett Mitchell
Digital Producer: John McLean
Account Director: Nicolas Kettelhake
Account Director: Liz Ainslie
Executive Producer: Tom Korsan (Great Guns Usa)
Head of Production: Ellen Devine (Great Guns Usa)
Editor: Craig Wilson (Image Post/Sydney)
Sound Design: Tone Aston (Nylon Studios/Sydney)
Executive Producer: Matt Long (Goodoil Films)
Production Producer: Chana Mclallen (Goodoil Films)
Editing: Macca Mclean (Goodoil Films)
Agency Producer: Roy Di Giorgio (Droga5 Sydney)

div class=”imageleft”a href=”http://www.adrants.com/images/aa-lindsay-lohan-bikini-5.jpg”img alt=”aa-lindsay-lohan-bikini-5.jpg” src=”http://www.adrants.com/images/aa-lindsay-lohan-bikini-5-thumb.jpg” width=”150″ height=”134″ //a/div

While it’s a sure bet she won’t actually be nude – as in private parts exposed – when the ad campaign breaks but Lindsay Lohan plans to strip down to nothing but her SCRAM bracelet and roll around on a bed during a photoshoot in LA for an upcoming ad campaign.
pa href=”http://feedads.g.doubleclick.net/~a/I0DS3VFt_aCucYa7EDu_ADGtWAc/0/da”img src=”http://feedads.g.doubleclick.net/~a/I0DS3VFt_aCucYa7EDu_ADGtWAc/0/di” border=”0″ ismap=”true”/img/abr/
a href=”http://feedads.g.doubleclick.net/~a/I0DS3VFt_aCucYa7EDu_ADGtWAc/1/da”img src=”http://feedads.g.doubleclick.net/~a/I0DS3VFt_aCucYa7EDu_ADGtWAc/1/di” border=”0″ ismap=”true”/img/a/p

Brief: Our brief was to promote Canon EOS, a leading brand of DSLR cameras. However, because Canon EOS targets a variety of skill levels within the photography community, we had to create a promotion which would be appealing to all levels – from beginners, to more advanced photographers.

Creative Execution: Our first step was to create a photochain, which we showcased in national television, print and online advertising. This directed people to the photochains website, where they could upload photos to continue the chain we had started. Once online, people could also start their own photochains, or join those created by others. People soon became the medium for the campaign, inviting friends, family and colleagues to join their photochains. As the photochains network grew, we ran real photochains and the photographers who had created them, in our national advertising. This constantly showcased the live network of photochains, integrating the growing community with the advertising itself, as a way to constantly attract a growing audience.

Creative Solution: Our solution was ‘EOS Photochains’ – A new way for people to be inspired, that would literally spread from one photographer to the next as a new creative experience. By transforming photography from something people traditionally do on their own into a unique way to connect with others, Photochains is growing as its own social network of photography, and a new creative experience. Our desired outcome was to create an idea that photographers would embrace in their everyday lives, grew a new community of photography online, and was inextricably linked with the Canon EOS brand. Photochains was created by integrating the advertising, live photochains network and photographers as one.

Results: Photochains is now growing as its own social media platform which continues to grow with every photo, as a way for Canon EOS to be a brand which stands for creative inspiration. Photochains has created a new way for photographers to connect through photography, as well as a new dialogue between Canon EOS and the photographic community: – 94 photos uploaded every day since launch, which is 4 photos an hour – 12 minutes average time on website – Over 20,000 photos uploaded from around Australia to date – Canon EOS has risen to a record 67% market share in Australia since launch

Advertising Agency: Leo Brunett, Sydney, Australia
Executive Creative Director: Andy DiLallo
Executive Creative Director: Jay Benjamin
Creative Group Head: Michael Canning
Art Director: Kieran Antill
Digital Creative Director/Design: Kieran Ots
Group Account Director: Amanda Quested
Account Director: Jodi McLeod
Director: Daryl Ward (Curious)
Photographer: Sean Izzard (The Pool)
TV Producer: Rita Galiardi
Head of Digital: Dominique Hind
Digital Producer: Tristan Parker
Developer: Nick McGrath
Interface Developer: Keong Seet

A weird website that allows you to add the vuvuzela noise to you website like an example for Mastercom here.

Website: http://www.vuvuzela-time.co.uk/

Brief: Orcon is a New Zealand telecommunications company. Despite offering faster broadband and superior customer service, it was relatively unknown in a market dominated by the huge corporates (Vodafone and Telecom). The agency’s overall brief was therefore to raise awareness of this superior broadband offering. Our strategy was to communicate this by staging a major online event – in effect a mass product demonstration – and build awareness of Orcon by engaging the nation with it. While we had to attract new customers to the brand, every stage of the campaign began by communicating firstly with existing Orcon customers.

Creative Execution: Orcon is an internet company and in every aspect of this campaign, from the call for auditions, through the facebook activity to the Play live with Iggy event itself, the internet was central. While every telco talks up its product and services, the strength and originality of this campaign was that Orcon actually used its broadband to enable a world-first technical feat – connecting nine Kiwis from their homes across New Zealand to Iggy’s studio in Miami, and re-recording the classic track ‘The Passenger’.

Creative solution: We created a world-first event, a chance to re-record ‘The Passenger’, live online, with Iggy Pop. Our direct response objective was two-fold: Attract a large enough pool of talented auditions to ensure we could select our virtual band. Maximise the country’s engagement with the auditioning process. The call for auditions went out first to Orcon’s customer base, to its facebook friends, and via online advertising. This was then extended by 15” TVCs and street posters calling for people to Play live with Iggy Pop. Entrants then uploaded auditions directly to a specially built facebook application, where they could be browsed.

Results: We received 200 video auditions in 10 days, a superb talent pool to select our nine band-members from. – Auditions viewed more than 100,000 times on facebook, part of an explosion of interest in the campaign. National press, prime-time current affairs TV shows, websites and blogs all over the world picked it up. – 3,500 new Orcon facebook friends in just 2 weeks. – The campaign generated over NZ$650,000 of unpaid media coverage before the TV ad had even run. – And Orcon’s sales increased 30% on previous year.

Advertising Agency: Special Group, Auckland, New Zealand
Creative Director: Tony Bradbourne
Creative Director: Rob Jack
Creative Director: Heath Lowe
Managing Director: Michael Redwood
Agency Producer: Sascha Mortimer
Interactive Producer: Hamish Wanhill
Project Manager: Jules Pakenham
Strategic Planner: Claire Beatson
Media Strategist: Sean McCready
Director / Director of Photography: Darryl Ward (Curious Film)
Executive Producer: Matt Noonan (Curious Film)
Editor: Luke Haigh (Curious Film)
Producer: Andy Mauger (Curious Film)
Flame: Nigel Mortimer (Curious Film)
Audio Engineer (USA): Alfred Figueroa (Crescent Moon. Miami.)
Audio Engineer (NZ): John Cooper (Liquid Studio)
Audio Engineer (NZ): Jordan Stone (Roundhead Studio)
Head of Brand & Communication: Duncan Blair (Orcon)
Head of Sales & Marketing: David Joyce (Orcon)
Chief Executive Officer: Scott Bartlett (Orcon)

Brief: At the end of june 2009, Michael Jackson died. Studio Brussels, a major Belgian radio station felt that they ànd their listeners should pay tribute to the king of pop. We needed a direct approach to all Michael Jackson fans, in order to bring them on the platform, and to strengthen it’s position as the one and only Belgian music chain.

Creative Execution: Instead of just playing some Michael Jackson records, we did something much more valuable, by offering Michael Jackson fans a platform to tribute their hero. Thus strengthening our position as the one and only music chain. The chain that understands music lovers better than anyone else. Describe the creative solution to the brief/objective. So we used his most famous dance move: the moonwalk and created eternalmoonwalk.com A website, where people could easily upload their own version of the moonwalk. By putting the videos side by side, we created the never ending moonwalk. On friday the campaign was launched via some important blogs, Twitter and Facebook. A radiocommercial supported the site, and during their radioshows the studio brussels presenters invited people to participate. Several moonwalk banners were put on music platforms. Every day a new top ten of the best moonwalks was posted online. The direct response was huge.

Results: We got global news coverage. From national networks to CNN. Numerous newspaper and magazine articles. Media coverage valued at over 34.000.000 euros. The most tweeted subject in the world during 3 days. More than 3.900.000 unique visitors from nearly every country in the world. Average time spent on the site: 7 min 14sec More than 15.000 films uploaded , amounting to more than 45 kilometers of moonwalk. (kilometers – miles) The ultimate example of user generated content according to many professionals in the industry. 1.850.000 Google search results. More than 120.000 blogs

Advertising Agency: Mortierbrigade, Brussels, Belgium
Creative Director: Jens Mortier
Copywriter: Arnaud Pitz
Art Director: Sebastien Devalck
Producer: Patricia Vandekerckhove
Strategy Director: Stephanie Zimmermann
Owner: Pascal Leroy (Group94)
Marketing Manager: Peter Claes (Studio Brussels)
Marketing Assistent: Katrijn Dewit (Studio Brussels)
Head of Studio Brussels: Jan van Biesen (Studio Brussels)
Creative Director: Joost Berends
Creative Director: Philippe Deceuster

Brief: More than 80 years of Danish craftsmanship have turned Bang & Olufsen into an outstanding premium brand for hifi- and tv-systems. Each product meets highest standards in exclusiveness, quality and innovation. In 2009, Bang & Olufsen launched an expanded innovation campaign, including the introduction of various new products. The annual report 2008/09 should also be presented in a new, exceptional mode, to support the campaign and alter the innovative image of the brand. The target audience consisted of special shareholders and customers.

Creative Execution: The audio annual report perfectly reflects the core characteristics of Bang & Olufsen: quality, innovation and design. Listening to the annual report, the customer/shareholder is able to experience all three of these features: they hear extraordinary sound quality, receive facts and data in a completely new way and obtain an annual report in the form of a design object. Therefore, the idea is highly relevant to the products, and the brand.

Creative Solution: In order to achieve maximum attention and high response rates, we produced the first audio annual report worldwide. The most prominent excerpts of the annual report were interpreted and transferred into music by a renowned opera ensemble. An amazing work of arias, overtures and chorales was created. The premium edition, a design adaptation of the B&O-classic BeoSound 9000, was sent to a limited number of special shareholders and customers. The basic edition, an elegant metal CD case, was sent to selected shareholders and customers. In addition, each package included the complete annual report as a PDF.

Results: The audio version of the annual report lead to extraordinary response rates of 37% for the premium version and 24% for the basic version. Customers, as well as shareholders were enthusiastic about the idea and the high-quality production. At exhibitions, in B&O shops and in investment talks the annual report strongly increased interest for the brand and demand for novelties. Due to the highly positive feedback, an audio version of the upcoming annual report 2009/10 is planned for the international market.

Advertising Agency: Serviceplan, Munich, Germany
Chief Creative Officer: Alex Schill
Creative Directors: Christoph Everke, Tim Strathus, Matthias Mittermüller
Copywriter: Juliana Hirsing
Art Director: Monika Steiner
Account Supervisor: Ralf Hussar
Production Company: just gmbh
Producer: Christian Geisler
Sound Design: Michael Armann