Extra hot noodle.
Advertising Agency: BigBang Istanbul, Istanbul, Turkey
Creative Director: Ahmet Erdo?an
Art Director: Emrah E?ki
Copywriter: Murat ??men
Published: March 2013
Light as you wish. New light noodles.
Advertising Agency: BigBang Istanbul, Istanbul, Turkey
Creative Director: Ahmet Erdo?an
Art Director: Emrah E?ki
Copywriter: Murat ??men
Published: March 2013
Pure Chinese.
Advertising Agency: BigBang Istanbul, Istanbul, Turkey
Creative Director: Ahmet Erdo?an
Art Director: Emrah E?ki
Copywriter: Murat ??men
Published: March 2013
Sony Assurance wanted to increase drivers’ awareness of the distance their cars have traveled. Its major selling point is that they base their auto insurance fees solely on km traveled. However, most drivers never care of total distance they have driven.
Idea: Lottery game
(1) Take a photo of your car’s odometer with a smartphone.
(2) Enter and upload the photo and the number of km to a dedicated Facebook page.
The number on your odometer becomes the lottery number. Until the winning lottery numbers are announced on YouTube and the Facebook wall, you constantly think of your odometer number.
The campaign was held during Bon festival, a time Japanese drive back to their hometowns. Just with an announcement on a Facebook page, in just 3 weeks, 14,887 people visited the website, 546 people entered the draw. Users had fun and became more aware of the distance traveled.
Advertising Agency: Frontage Inc., Tokyo, Japan
Creative Directors: Shogo Mutagamihigashi, Shiro Ueshima
Copywriter: Shiro Ueshima
Art Director: Kei Kawakami / asobi graphic
Planners: Shogo Mutagamihigashi, Shiro Ueshima
Agency Producer: Koichi Minami
Account Executive: Masaru Hagiwara
Illustrator: Takumi Yoza
Released: August 2012
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Would you hire Sears to manage your data strategy?
The troubled retailer known for brands like Kenmore and Craftsman is promoting a business-to-business brand called MetaScale that does just that.
Around three years ago, Sears embarked on an internal initiative to make its legacy data systems faster and able to offer more cost-efficient analyses for things like pricing and targeted offers. At the heart of that project was Hadoop, the file system employed by just about every company looking to transform traditional data operations to enable speedier access and analysis.
At Weight Watchers, diet marketing is more about science than sizzle — overt sexual appeals about as welcome as a third helping of pie. Tempting as it might seem, the marketer is just not going there, even as it deals with new competition, including a comeback attempt by Slim-Fast, which this week breaks provocative ads that tout the bedroom benefits of losing weight.
The nation’s obesity epidemic is only getting worse. Or is it?
A few recent studies suggest that there might actually be improvement in trends among children. The first evidence came late last year when Centers for Disease Control and Prevention researchers released data in a medical journal showing that from 2003 through 2010 the prevalence of obesity decreased slightly to 14.94% from 15.21% among low-income preschool children. A study by the Robert Wood Johnson Foundation found declining childhood-obesity rates in Philadelphia, New York City, Mississippi and California. The report credited nutrition mandates in schools and other government programs.
Reading about the Ford Figo fiasco and the rolling of creative heads at JWT India creative heads, my only reaction was HOLI COW. You see, this week India is celebrating its festival of colors called Holi, but you can bet there are no celebrations in many agencies in this country right now.
I spoke with many of my industry peers in India to get their take on the debacle. Many slammed the credibility of those ads, saying that scam work is not respectable and shouldn’t be going on at all. Others didn’t think it was all that big a deal and believe the agency’s reputation and that of the creatives who were dismissed will not be dinged for the long haul. As the old saying goes, some believe all PR is good PR, and we have seen evidence in both Bollywood and Hollywood that scandals can actually help to elevate personal brands to celebrity status.
But what struck me the most was the mass sentiment of shock and horror over the firings. In the creative community in India, most people view this as an overreaction and believe that those creatives did not deserve to lose their jobs.
Scam ads can be damaging to a brand, but there are things marketers can do to ensure they don’t end up dealing with one in the first place. Here are four steps to protecting yourself.
1. Ensure that your global marketing, PR and legal teams understand what scam ads are. Create a tutorial that explains the phenomenon and how they are leaked into the world.
2. Assign a point person or a team of people who are responsible for vetting awards-show submissions. Do not sign the dotted line unless you’ve confirmed that an ad is legitimate.
Jim Farley was forced to start his kickoff speech for the New York International Auto Show last week apologizing for sexually offensive ads out of India for the Ford Figo. Ford Motor Co.’s group VP for global marketing, sales and service expressed regret, saying swift action had been taken.
Just What Is a Ford Figo?
The small car that sparked big headlines is an obscure player on the world automotive stage.
We asked chief marketing officers for their thoughts on scam ads. Here’s what Kimberly-Clark CMO Clive Sirkin has to say.
“We do not support or allow scam ads under any circumstances and have made that clear to our agencies. Scam ads undermine the integrity of the agencies, the clients and the outstanding talent that make this industry.
“We think creativity is in service of the business and not the other way around. We think creativity and results do not fight each other or are binary.
Once again, spec creative work has gotten an agency and its corporate client in trouble. The ridiculous fake ads for the Ford Figo from JWT India led to the firing of at least two people and the automaker spending a good chunk of last week apologizing profusely.
So how do marketers prevent this from happening to them? Quite simply, start kicking ass and taking names. Back in the good old days, creatives would mock up these ads and most would simply disappear. A handful might end up at awards shows, but the resulting controversy was limited to the ad industry and few consumers noticed the ensuing (and empty) apologies and promises to do better.
The media coverage last Wednesday came in great, rolling, panicky waves: “Massive Cyberattack Hits Internet Users” (CNN.com); “Global Internet Slows After “Biggest Attack in History'” (BBC); “”Largest Cyberattack Ever’ Is Happening Right Now, Threatens Rest of Web” (wired.co.uk); and so on and so forth.
It had something to do with a digital pissing match between a European anti-spam group called Spamhaus and a Dutch website-hosting company called Cyberbunker, and the effects were said to reverberate throughout the web. Except they didn’t, really.
Gizmodo’s Sam Biddle, ever the contrarian, volleyed back with a post titled “That Internet War Apocalypse Is a Lie”; he actually bothered to check with a couple of the companies that pay very close attention to cyberattacks: NTT, a massive, multinational internet “backbone” company, and Renesys, a global internet-monitoring firm. Neither firm, Biddle reported, saw evidence of the Spamhaus-Cyberbunker beef amounting to much.
Alan Batey, General Motors’ VP-U.S. sales, had a big smile on his face at the New York International Auto Show last week.
GM is coming off a 7% sales gain in February, beating the industry’s 4% growth, and it’s got 13 new models on the way just from Chevrolet. As a result, the nation’s largest automaker will jack up ad spending in 2013 to capitalize on what Mr. Batey believes to be a pent-up hunger by consumers for new cars and trucks they couldn’t or wouldn’t buy during the economic recession.
“The average [car or truck] is now over 10 years old. So there a lot of vehicles coming to the end of their useful lives,” Mr. Batey said. “We’re seeing a really good car environment: good resale values; good access to credit; and very low rates. It’s a good time to buy a car and a good time to buy a truck.”
Advertising Agency: Innocean Worldwide, UK
Creative Director / Copywriter: John Crozier
Creative Director / Art Director: Dom Sweeney
Director: Alex Rutterford
Production company: Joyrider
Producer: Spencer Friend
Agency producer: Katy Cappi
Post Production: The Mill London
Account Director: Lilian Fox
Account Manager: Tim Manners
Planner: Vishal Badiani
Published: January 2013
Brief: Branded Content with its long format storytelling – as compared to conventional television commercials – needed to be brought alive and put into perspective. The task was to excite prospective clients about Branded Content and get them to commission projects.
Solution: An empty film can that indicates the change under way in the video space – the shift from expensive celluloid to inexpensive digital. The creative solution emphasizes the fact that clients end up getting more value for lesser investments.
Advertising Agency: Liwa Advertising, Dubai, UAE
Executive Creative Director: Vijay Kumar
Creative Group Head / Art Director: Navkriti Shrikhande
Copywriter: Vijay Kumar
Published: January 2013
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