Hasta La Creative!

We’ve covered past john st. efforts, original campaigns that are usually quirky and honest without forcing the issue. The Toront-based agency’s newest fare, “Earth Hour Cheerspiration,” comes on the heels of a WPP takeover. And even though it’s too early to thumb the corporate acquisition for a change in creativity, ”Cheerspiration,” as you can see in the above video, lacks the off-beat humor we’ve come to expect from john st.

The spot is meant to promote Earth Hour for WWF Canada, when those interested will conserve energy by shutting off all lights for one hour on the night of March 23 (for reference, check out this previous Earth Hour work from TVF and Hot Chip). Associating the unwavering pep of five loud cheerleaders with an important cause seems misguided at best, especially since it’s not easy to understand their hollering and, well, they’re cheerleaders. They’re stereotypically dumb–not saying that’s true–and only likable to jocks and teenage girls who thought Bring It On was a great movie. Not sure what the connection is to Earth Hour–maybe there is no connection? But if that’s the case, then why?

Dare I say it…even couchgating was more entertaining, and that’s been my gold standard of witless advertising. Here’s to hoping for better work next time, john st. Two more “Cheerspiration” spots and credits after the jump.

continued…

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Ending an unusual experiment, Heineken USA will no longer rely on a Mexican-based agency for all U.S. advertising on Tecate. Instead, the importer has selected Inspire, Dallas, to oversee English-language campaigns for the Mexican brand, Ad Age has learned.

The marketer 14 months agoshifted the entire U.S. account to Olabuenaga Chemistri, which has long handled the brand in Mexico. The consolidation seen as a cost-cutting move — included a limited number of English-language ads as the brand ramped up its strategy of reaching out to acculturated Hispanic drinkers.

Olabuenaga will still handle Spanish-language advertising in the U.S. But the brand was not satisfied with the English spots and tapped Inspire after a review, said Tecate VP-Marketing Felix Palau. “We realized that when a Mexican agency tries to develop English creative, it feels translated,” Mr. Palau told Ad Age. “So in all honesty, we were not comfortable with the delivery.”

Continue reading at AdAge.com

Littlewoods will launch its first above-the-line Spring campaign for five years, with activity starring Myleene Klass emulating the famous “hello boys” Wonderbra ads.

Marketers are underestimating the importance of purpose-driven marketing and corporate social responsibility to their consumers, according to new research presented at the World Federation of Advertisers’ annual conference this week in Brussels.

Global marketers surveyed overwhelmingly said that CSR will be increasingly important in building brands in the future, with 88% agreeing with that statement. However, only 46% of those marketers thought that consumers share and approve their support for good causes — when in fact 60% of consumers surveyed claimed to be looking for brands with a sense of purpose.

(For a different view on purpose-driven marketing, see Rance Crain’s column this week ) Is the Era of Purpose-Driven Ads (Finally) Over?

Continue reading at AdAge.com

The French Red Cross has scored a viral hit with a Harlem Shake video with a notable difference.

Pode estar relacionado ao gosto pessoal, referências ou ao momento que cada um vive. Fato é que as pessoas têm diferentes interpretações de quase tudo na vida, inclusive filmes. Você pode achar um filme incrível, e seu amigo achar que é uma merda. Ou interpretar que o diretor quis dizer isso, e o seu amigo bater o pé dizendo que foi aquilo. Foram estas diferentes visões que as pessoas costumam ter sobre os filmes que serviram de ponto de partida para The DIFF Film Personality Test, campanha criada para o  Festival Internacional de Cinema de Dubai pela Leo Burnett.

Tomando por base o teste de Rorschach, foram desenvolvidos 10 borrões de tinta, cada um deles com meia dúzia de interpretações diferentes. De acordo com a resposta, a pessoa recebia sugestões de quais filmes do festival seriam mais interessantes para ela. Para conferir um ar de seriedade à campanha, a Leo Burnett convocou o psicólogo Raymond Hamden para conduzir um estudo de dois meses, que ajudasse a determinar feedbacks mais apurados.

Na versão para o YouTube (acima), a interação era feita no próprio canal. Já na versão impressa, cada uma das respostas contava com um QR Code diferente para direcionar o público ao conteúdo relacionado. Foi uma abordagem, no mínimo, diferente.

Post originalmente publicado no Brainstorm #9
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Well, Organic’s answered our question from 10 days ago as the Omnicom agency has indeed found a replacement for Amy McAllister, who served as general manager of its New York office before splitting for JPMorgan Chase. Taking over for McAllister in NY is Audrey Melofchik, who’s been with Organic for nearly two years and most recently served as SVP/engagement management.

Along with Melofchik’s appointment, Organic has welcomed back Monik Sanghvi (pictured) to serve as its chief strategy officer. The Detroit-based exec originally worked at the agency over a decade ago as group director, strategic services before assuming senior-level positions at the likes of Digitas and Team Detroit. Staying in Detroit for a minute, Joe DiMeglio, who took over for James Heughens as SVP/general manager of Organic’s Motor City office nearly a year ago, has been promoted to chief client officer.

New Career Opportunities Daily: The best jobs in media.

Advertising Agency: TAXI, Vancouver, Canada
Executive Creative Director: Kevin Barclay
Creative Director: Matt Bielby
Art Director: George Lin, Derek Anderson
Copywriter: Alex Bird
Producer: Denise Carefoot
Account Director: Ben Tarr, Stephen Ward
Print Producer: Leah Fladgate
Account manager: Amber Foss

Advertising Agency: 358, Helsinki, Finland
Art Director: Joel Parsons
Copywriter: Jonathan Mander
Creative Director: Antero Jokinen
Client Team Director: Maria Falcken
Producer: Sonja Eiramo and Peggy Petrell
Animation: Fake Graphics
Creative Director : Sami Syrjä and Carlos Santos, Tommi Rapeli
Producer: Molla Karjaluoto
Sound: Karo Broman / Silencio
Photographer: Kimmo Virtanen

“Music is what matters.”

Advertising Agency: Filadélfia, Brazil
Creative Director: Dan Zechinelli
Copywriter: Déborah Vasques
Art Director: Márcio Doti
Head of Art: Márcio Doti